Professional Documents
Culture Documents
Consumer Report 2016 PDF
Consumer Report 2016 PDF
98%
96%
66%
37%
28%
34%
38%
33%
32%
35%
23%
25%
27%
18%
20%
12%
13%
20%
19%
17%
14%
10%
12%
13%
9%
10%
11%
8%
9%
11%
7%
9%
9%
5%
8%
49%
56%
47%
52%
73%
74%
31%
31%
1%
3%
20%
22%
23%
20%
11%
10%
5%
4%
7%
6%
32%
32%
16%
21%
32%
25%
9%
8%
10%
11%
46%
36%
41%
34%
39%
32%
36%
29%
34%
28%
30%
24%
28%
23%
27%
22%
24%
19%
19%
15%
18%
15%
18%
16%
8%
7%
64%
62%
56%
55%
55%
52%
34%
33%
34%
33%
34%
33%
33%
35%
24%
21%
21%
19%
12%
12%
10%
11%
9%
9%
8%
9%
8%
8%
8%
10%
7%
6%
7%
11%
5%
5%
1%
1%
35%
32%
25%
29%
25%
27%
24%
26%
21%
26%
22%
15%
12%
15%
13%
14%
11%
10%
10%
8%
8%
7%
5%
7%
7%
7%
5%
6%
5%
6%
6%
46%
62%
55%
51%
32%
34%
27%
28%
21%
23%
26%
31%
22%
24%
26%
20%
20%
19%
17%
20%
19%
17%
16%
13%
9%
2%
5%
6%
6%
7%
9%
9%
83%
Families with kids
Urban/ Rural/ National Population
36
17
56%
47%
36%
41%
35%
34%
29%
29%
29%
10%
19%
11%
11%
5%
4%
2%
1%
1%
25%
26%
8%
12%
5%
6%
2%
3%
1%
1%
0%
0%
28%
23%
21%
17%
18%
17%
10%
8%
8%
8%
All urban
Online overall
39%
47%
Watch TV Offline
87%
88%
4%
4%
13%
13%
3%
4%
11%
15%
5%
5%
12%
16%
5%
6%
11%
16%
7%
11%
6%
9%
35%
45%
6%
6%
14%
16%
6%
6%
28% 33%
22% 27%
21% 26%
19% 25%
26%
12%
9% 10%
90%
87%
86%
79%
44%
54%
52%
47%
56%
51%
40%
46%
80%
73%
43%
39%
68%
58%
35%
34%
21%
29%
58%
51%
27%
22%
9%
3%
67%
50%
35%
32.0%
59%
39%
25% 24%
16%
13%
26%
24%
38%
24% 20%
16%
32%
20%
37%
14%
64%
69%
60%
57%
62%
56%
48%
48%
41%
33%
34%
32%
21%
21%
21%
21%
21%
20%
20%
21%
21%
19%
21%
19%
12%
7%
15%
19%
15%
10%
8%
10%
8%
8%
4%
7%
5%
5%
3%
3%
2%
3%
3%
3%
3%
3%
2%
2%
2%
81%
85%
All urban
Online
27%
31%
Offline
58%
62%
19%
19%
6%
6%
14%
14%
3%
4%
8%
7%
8%
9%
3%
4%
9%
10%
14%
14%
70%
80%
76%
5%
5%
19%
18%
12%
12%
19%
18%
75%
68%
59%
19%
17%
16%
13%
19%
17%
18%
16%
3%
3%
3%
4%
6%
7%
6%
6%
6%
7%
3%
3%
5%
5%
4%
5%
5%
4%
5%
5%
35%
31%
27%
20%
32%
31%
25%
18%
32%
27%
23%
16%
29%
29%
22%
21%
24%
22%
22%
27%
20%
16%
19%
15%
19%
15%
14%
14%
18%
15%
12%
8%
14%
12%
9%
6%
10%
9%
8%
6%
31%
26%
29%
25%
28%
22%
25%
23%
22%
19%
22%
24%
16%
12%
14%
11%
11%
9%
10%
10%
8%
7%
50%
48%
49%
39%
42%
34%
27%
36%
28%
43%
39%
37%
33%
32%
24%
29%
20%
29%
27%
29%
25%
29%
22%
22%
17%
19%
15%
44%
34%
31%
25%
39%
20%
22%
39%
28%
20%
22%
20%
22%
16%
12%
13%
14%
19%
15%
15%
11%
11%
7%
10%
7%
9%
6%
6%
6%
8%
8%
7%
8%
49%
45%
41%
41%
40%
36% 34% 36% 34%
32%
28%
30%
29% 27% 28%
26%
26% 28% 23% 25% 23%
58%
60%
19%
19%
10%
11%
6%
5%
7%
5%
18%
19%
17%
19%
13%
7%
9%
25%
14%
59%
58%
50%
53%
40%
46%
11%
21%
21%
22%21%
20% 21% 19%
16% 19%
11%
12%
7%
7%
15%
9%
19%
22%
10%
10%
6%
5%
7%
5%
42%
44%
51%
51%
16%
24%
12%
15%
7%
5%
22%
13%
18%
23%
11%
13%
7%
5%
14%
9%
26%
24%
28%
26%
07:00-10:00
10:00-17:00
17:00-20:00
17%
15%
13%
19%
16%
17:00-20:00
14%
13%
05:00-07:00
10%
12%
05:00-07:00
22%
07:00-10:00
10:00-17:00
19%
19%
22%
20%
16%
13%
25%
23%
18%
05:00-07:00
07:00-10:00
10:00-17:00
17:00-20:00
13%
10%
11%
05:00-07:00
10%
10%
05:00-07:00
10%
10%
05:00-07:00
6%
4%
20:00-05:00
4%
4%
20:00-05:00
5%
20%
20%
21%
18%
15%
07:00-10:00
10:00-17:00
17:00-20:00
15%
14%
13%
15%
07:00-10:00
15%
10:00-17:00
14%
17:00-20:00
18%
17%
14%
18%
07:00-10:00
17%
15%
17:00-20:00
10:00-17:00
15%
4%
20:00-05:00
6%
5%
20:00-05:00
5%
4%
20:00-05:00
5%
4%
20:00-05:00
51%
57%
41%
40%
43%
39%
29%
30%
22%
25%
28%
27%
23%
24%
22%
21%
20%
20%
20%
21%
16%
16%
17%
15%
16%
16%
15%
13%
15%
11%
Families with kids
12%
8%
2016
16%
Families with kids
11%
13%
2015
11%
9%
8%
10%
Urban population
2016
5%
5%
5%
5%
2%
2%
2%
2%
2%
2%
2%
2%
1%
2%
1%
2%
All urban
Online
34%
42%
Offline
49%
51%
Books
25%
25%
7%
5%
7%
8%
10%
7%
5%
6%
4%
5%
7%
5%
5%
4%
4%
5%
4%
4%
4%
3%
3%
3%
3%
3%
4%
3%
3%
3%
3%
2%
3%
2%
3%
2%
2%
2%
2%
22%
5%
5%
5%
4%
4%
3%
3%
3%
3%
2%
3%
3%
3%
3%
3%
3%
3%
4%
4%
3%
3%
3%
3%
3%
2%
2%
3%
1%
2%
1%
18%
14%
12%
12%
11%
11%
11%
10%
8%
7%
6%
6%
4%
3%
3%
10% 13%
4% 6%
Book genre
42%
47%
26%
24%
19%
18%
14%
13%
19% 19%
2%
3%
Buying place
41%
49%
35%
30%
19%
15%
17%
14%
15%
11%
13%
5%
13%
10%
8%
8%
13%
11%
11%
11%
6%
6%
7%
7%
7%
8%
58%
57%
15%
16%
48%
48%
13%
13%
26%
22%
25%
24%
23%
22%
38%
40%
16%
12%
14%
13%
7%
7%
12%
13%
1%
1%
Urban population 2016
11%
11%
11%
12%
8%
6%
7%
6%
13%
13%
18%
17%
29%
29%
29%
31%
8%
8%
3%
2%
7%
10%
7%
7%
6%
5%
5%
5%
2%
2%
29%
28%
9%
2%
15% 11%
11%
11%
10%
5%
4%
4%
5%
5%
5%
4%
5%
5%
6%
5%
5%
6%
5%
5%
7%
4%
4%
7%
4%
4%
5%
5%
4%
4%
3%
25%
23%
10%
3%
26%
21%
7% 2%
6% 2%
6%
5%
5%
3%
4%
4%
3%
3%
3%
2%
2%
2%
2%
2%
1%
2%
2%
1%
2%
1%
1%
1%
1%
1%
2%
1%
1%
2%
1%
8% 2%
31%
16%11%
25%
10% 4%
22%
7% 2%
18%
5% 3%
69%
56%
64%
67%
62%
58%
53%
49%
52%
48%
46%
44%
39%
37%
32%
27%
25%
25%
24%
20%
20%
20%
13%
12%
6%
6%
6%
5%
6%
6%
4%
4%
86%
80%
68%
70%
61%
54%
47%
49%
45%
47%
45%
52%
43%
46%
44%
50%
14%
10%
43%
47%
40%
43%
38%
43%
36%
33%
31%
40%
26%
31%
51%
54%
94%
96%
Play online
1%
0.5%
5%
3%
5%
8%
3%
3%
6%
7%
2%
1%
6%
7%
84%
84%
3%
1%
77%
76%
12%
12%
17%
17%
14%
16%
17%
20%
16%
17%
17%
20%
17%
18%
10%
12%
11%
12%
10%
11%
12%
11%
36%
33%
46%
37%
37%
31%
38%
32%
33%
39%
35%
35%
21%
21%
18%
16%
27%
28%
27%
27%
27%
24%
25%
26%
27%
30%
23%
22%
25%
27%
22%
20%
25%
24%
20%
24%
23%
22%
20%
21%
18%
10%
22%
11%
21%
25%
21%
17%
18%
23%
17%
15%
15%
17%
13%
15%
15%
17%
11%
9%
34%
34%
38%
38%
13%
12%
62%
60%
40%
42%
13%
12%
37%
33%
23%
26%
13%
13%
9%
8%
8%
8%
7%
9%
2%
2%
27%
24%
21%
23%
13%
13%
13%
15%
9%
8%
9%
11%
7%
7%
Main shopper
75%
77%
75%
74%
69%
68%
69%
69%
59%
56%
28%
25%
57%
57%
23%
23%
53%
56%
14%
14%
12%
12%
53%
56%
6%
6%
4%
3%
2%
1%
1%
2%
41%
39%
30%
28%
Shop
21%
28% 22%
19%
27% 20%
10% 11% 8%
48%54% 50%
48%50%45%
28%31% 28%
6% 7% 7%
63%
71%
64%
37%
45%
42%
37%
44%
40%
31%
39%
35%
25%
23%
22%
14%
14%
12%
9%
8%
8%
5%
5%
5%
5% 6% 6%
4% 6% 5%
1
Not at all
interested
4,8
7
Very
interested
1
Not at all
interested
4,7
7
Very
interested
29%
25%
24%
45%
39%
22%
21%
18%
18%
14%
12%
1
18%
11%
30%
10%
18%
9%
21%
8%
11%
7%
7%
6%
10%
6%
3%
6%
7%
5%
9%
5%
11%
4%
1%
4%
11%
4%
10%
3%
8%
2%
11%
2%6%
2%
6%
Bought
Intended to buy
53%
Online retailers
94%
85%
Bought
64%
57%
5%
10%
4%
10%
1%
4%
Bought
Intended to buy
Intended to buy
53%
47%
37%
34%
33%
27%
20%
2%
25%
20%
13%
15%
9%
8%
8%
18%
6%
5%
16%
5%
6%
4%
8%
4%
4%
4%
45%
17%
18%
18%
21%
2%
39%
30%
21%
18%
18%
1%
6%
1%
53%
45%
18%
12%
12%
11%
10%
11%
11%
11%
8%
10%
5%
10%
2%
9%
2%
8%
7%
1%
7%
7%
6%
6%
3%
1%
1%
43%
19%
10%
10%
6%
5%
3%
3%
6%
3%
2%
2%
6%
4%
1%
2%
6%
4%
4%
2%
3%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
98%
98%
96%
74%
78%
49%
37%
42%
48%
34%
41%
32%
32%
31%
38%
18%
25%
29%
23%
20%
23%
17%
17%
20%
12%
13%
10%
13%
12%
10%
10%
12%
9%
9%
12%
9%12%
9%
7%
8%
66%
67%
35%
31%
61%
36%
5%
3%
15%
22%
16%
20%
13%
10%
7%
4%
8%
6%
57%
28%
8%
21%
16%
25%
15%
8%
24%
11%
53%
32%
49%
23%
29%
16%
34%
32%
58%
34%
22%
40%
38%
37%
33%
24%
29%
15%
27%
19%
22%
15%
10%
7%
68%
83%
66% 76%
56%
33%
56%
39%
54%
49%
39% 54%
37% 50%
34%
43%
43%
27%
37%
35%
35%
23%
33%
26%
31%
15%
31%
18%
30%
23%
24%
17%
19%
14%
17%
18%
17%
11%
15%
14%
25%
47%
46%
22%
45%
24%
44%
21%
35%
32%
30%
25%
22%
13%
16%
10%
14%
6%
14%
12%
12%
8%
11%
7%
10%
5%
7%
11%
3%
5%
3%
5%
51%
47%
27%
57%
49%
48%
23%
22%
46%
53%
46%
54%
20%
39%
43%
17%
41%
17%
9%
19%
16%
52%
83%
88%
Teens
Urban/ Rural/ National population
84%
81%
12%
13%
88%
85%
77%
71%
9%
12%
1%
1%
25%
16%
0.4%
0%
Teens
National
54%
23%
38%
17%
38%
17%
21%
8%
15%
8%
All urban
Teens
Online overall
39%
70%
Watch TV Offline
87%
79%
4%
5%
13%
3%
8%
11%
17%
5%
8%
12%
17%
5%
10%
11%
15%
7%
5%
6%
5%
35%
44%
6%
3%
Urban population 2016
33%
Teens 2016
14%
12%
6%
3%
28% 29%
22%
34%
21% 24%
19%
29%
26%
14%
9% 11%
Ratings
90%
94%
86%
100%
56%
63%
52%
78%
43%
44%
80%
40%
35%
100%
68%
44%
32%
89%
58%
74%
27%
30%
35%
28%
21%
22%
9%
11%
67%
50%
35%
32.0%
59%
39%
25% 24%
16%
13%
26%
24%
38%
24% 20%
16%
32%
20%
37%
14%
64%
69%
60%
57%
62%
56%
48%
48%
41%
33%
34%
32%
21%
21%
21%
21%
21%
20%
20%
21%
21%
19%
21%
19%
12%
7%
15%
16%
15%
9%
8%
10%
8%
3%
4%
4%
5%
6%
3%
3%
2%
4%
3%
2%
3%
2%
2%
3%
2%
84%
85%
Teens 2016
All urban
Teens
Online
27%
47%
Offline
58%
44%
33%
19%
6%
9%
19%
35%
40%
18%
38%
12%
10%
18%
37%
37%
58%
68%
50%
59%
65%
76%
17%
5%
4%
12%
4%
29%
14%
14%
20%
14%
7%
24%
39%
17%
42%
17%
33%
16%
28%
13%
12%
3%
12%
4%
19%
7%
10%
6%
15%
7%
11%
3%
15%
5%
16%
11%
5%
13%
5%
5%
31%
31%
24%
22%
17%
27%
16%
29%
15%
16%
9%
15%
8%
12%
7%
5%
6%
27%
52%
46%
41%
26%
20%
51%
42%
32%
25%
18%
20%
22%
15%
19%
15%
16%
12%
14%
10%
11%
16%
15%
21%
8%
6%
6%
8%
5%
6%
5%
14%
22%
23%
12%
9%
11%
9%
24%
7%
9%
5%
4%
39%
59%
22%
20%
16%
13%
7%
11%
4%
22%
4%
22%
22%
2%
7%
8%
4%
4%
24%
20%
7%
6%
17%
13%
5%
6%
39%
15%
6%
15%
22%
12%
27%
9%
28%
25%
28%
27%
14%
33%
31%
48%
19%
53%
25%
24%
17%
59%
34%
50%
55%
39%
24%
58%
28%
4%
4%
5%
4%
3%
41%
33%
34%
34%
21%
20%
26%
27%
19%
16%
21%
14%
10%
15%
6%
9%
7%
3%
18%
24%
27%
21%
11%
11%
11%
13%
7%
7%
12%
25%
14%
16%
12% 13%
11%
15%
8%
23%
12%
16%
26%
18%
10%
7%
6%
13%
7%
6%
40%
26%
56%
19%
51%
42%
59%
45%
36%
17%
13%14%
19%
50%
40%
58%
53%
19%
18% 20%
14%
12%
13%
18%
22%
11%
10%
7%
7%
15%
22%
21%
14%
14%
14%
26%
24%
14%
05:00-07:00
07:00-09:59
17%
10%
9%
9%
4%
10:00-17:00
17:00-20:00
20:00-05:00
15%
8%
7%
05:00-07:00
07:00-10:00
22%
13%
6%
10%
7%
19%
13%
10%
10:00-17:00
20%
8%
17:00-20:00
9%
9%
9%
05:00-07:00
07:00-10:00
10:00-17:00
17:00-20:00
20%
4%
20:00-05:00
16%
8%
10%
4%
20%
15%
5%
4%
20:00-05:00
6%
2%
6%
8%
3%
3%
05:00-07:00
07:00-10:00
10:00-17:00
17:00-20:00
20:00-05:00
15%
10%
12%
05:00-07:00
14%
13%
07:00-10:00
18%
10%
13%
11%
10:00-17:00
17%
5%
8%
17:00-20:00
14%
1%
20:00-05:00
5%
7%
9%
9%
5%
2%
05:00-07:00
07:00-10:00
10:00-17:00
17:00-20:00
20:00-05:00
51%
60%
41%
34%
42%
15%
27%
26%
27%
24%
30%
11%
6%
5%
2%
2%
23%
16%23%
20%
30%
15%
18%
19%
22%
15%
6%
16%
14%
17%
39%
12%
14%
22%
Teens 2016
11%
13%
20%
9%
Teens 2015
14%
11%
9%
16%
10%
7%
5%
Urban population
2016
3%
2%
5%
2%
3%
2%
2%
2%
2%
2%
All urban
Teens
Online
34%
42%
Offline
49%
30%
Books
25%
28%
6% 7% 7%
11% 9% 5%
7%
9% 10%
33% 24%
19%
Teens 2015
15%
26% 26%
Teens 2016
5%
9%
1%
4%
3%
3%
3%
7%
3%
3%
7%
3%
2%
4%
3%
5%
2%
2%
4%
2%
2%
2%
2%
3%
2%
2%
4%
Teens 2016
Teens 2015
1%
1%
1%
1%
1%
1%
2%
3%
1%
2%
3%
1%
2%
1%
1%
3%
2%
3%
3%
2%
3%
4%
3%
5%
4%
3%
4%
Teens 2016
Teens 2015
Urban population 2016
4%
4%
4%
10%
11%
19%
20%
2%
Buying place
Book genre
52%
49%
49%
47%
30%
30%
22%
24%
16%
18%
12%
8%
11%
13%
8%
7%
6%
5%
5%
8%
3%
16%
14%
10%
11%
9%
15%
9%
10%
8%
11%
7%
11%
4%
6%
68%
57%
15%
14%
13%
21%
48%
22%
25%
25%
30%
22%
7%
6%
12%
10%
1%
1%
38%
13%
38%
34%
25%
25%
21%
13%
Teens 2016
18%
2%
17%
11%
13%
19%
18%
22%
29%
35%
29%
18%
8%
6%
3%
1%
40%
14%
12%
10%
6%
10%
7%
9%
6%
7%
5%
6%
5%
68%
28%
13%
12%
20%
6% 4%
20%
20%
7% 4%
6% 4%
19%
7% 4%
20%
20%
10%
12%
16%
4%
12%
15%
8%
11%
15%
4%
9%
14%
4%
9%
Teens 2016
5%
8%
Teens 2015
16%
5%
8%
Urban population 2016
13%
2%
7%
5%
7%
11%
5%
6%
13%
6%
6%
11%
3%
16%
6% 4%
16%
6% 4%
8%
11%
5%
6%
6%
1%
5%
5%
2%
4%
4%
1%
4%
7%
2%
4%
5%
1%
3%
7%
3%
3%
8%
2%
3%
5%
1%
3%
6%
1%
31%
16%
26%
8%
11%
2%
25%
22%
7%
10%4%
2%
21%
6%
4%
18%
5%3%
16%
7% 2%
56%
70%
67%
49%57%
47%
27%
44%
28%
25%
27% 37%
26%
24%
22%
20%
15%
12%
14%
6%
14%
20%
9%
5%
4%8%
7%
6%
48%
44%
58%
93%
94%
71%
77%
70%
62%
64%
68%
40%
34%
Teens
Urban population
66%
62%
78%
86%
Online Teens
100%
100%
98%
78%
58%
49%
56%
46%
53%
48%
48%
43%
48%
43%
43%
45%
Online Teens
Main shopper
68%
32%
71%
74%
66%
69%
Teens 2016
63%
68%
62%
57%
22%
25%
56%
56%
21%
23%
55%
56%
16%
14%
12%
12%
6%
6%
53%
39%
49%
5%
3%
1%
1%
2%
2%
56%
29%
28%
Shop
21%
35% 35%
33% 34%
10%
21% 21%
38%44% 50%
42%48%45%
26%31% 28%
11% 8% 7%
62%
69%
64%
42%51%
42%
40%50%
40%
35%
32%
35%
21%
23%
22%
16%
17%
12%
10%
11%
8%
7%
5%7%
10% 9% 6%
7% 7% 5%
40%
30%
16%
35%
7%
9%
2%
0%
36%
26%
34%
10%
21%
14%
7%
7%
4%
11%
5%
4%
3%
6%
4%
4%
2%
5%
4%
4%
2%
5%
3%
3%
2%
3%
2%
2%
2%
2%
1%
2%
2%
1%
1%
3%
1%
3%
1%
2%
1%
2%
1%
2%
1%
2%
1%
32%
55%
63%
66%
47%
42%
42% 58%
37%
40% 49%
34%
24%
29%
23%
21%27%
18%
20%
21%
17%
20%
18%
12%
16%
12%
10%
9%14%
9%
14%
12%
9%
13%
8%
8%
12%
9%
13%
93%
95%
96%
49%
35%
46%
24%
45%
25%
38%
25%
36%
22%
30%
21%
25%
13%
23%
12%
16%
11%
16%
10%
15%
8%
13%
6%
12%
7%
10%
5%
9%
5%
9%
5%
30%
31%
66%
34%
2%
3%
14%
22%
21%
20%
63%
32%
60%
36%
56%
28%
15%
10%
52%
6%
4%
29%
47%
23%
10%
6%
46%
24%
22%
30%
32%
8%
45%
36%
19%
21%
16%
25%
25%
32%
15%
14%
8%
22%
11%
35%
32%
15%
15%
7%
67%
62%
64%
55%
48%
52%
41%
33%
38%
35%
37%
33%
37%
33%
24%
19%
19%
11%
17%
21%
15%
10%
12%
12%
12%
9%
11%
8%
10%
9%
8%
5%
6%
6%
6%
11%
0%
1%
78%
79%
51%
41%
50%
27%
36%
46%
22%
38%
46%
20%
47%
42%
23%
36%
42%
17%
31%
37%
17%
12%
11%
9%
Single Youth
Urban/Rural/National Population
Single Youth
Urban/ Rural/ National Population
39
17
47%
32%
41%
31%
34%
22%
10%
28%
29%
20%
11%
27%
26%
10%
5%
2%
2%
1%
1%
8%
6%
5%
12%
3%
3%
1%
1%
0%
0%
62%
49%
23%
36%
17%
36%
17%
18%
8%
14%
8%
All urban
Single Youth
Online overall
39%
71%
Watch TV Offline
87%
78%
4%
6%
13%
3%
6%
11%
18%
5%
8%
12%
15%
7%
8%
6%
5%
5%
9%
11%
16%
35%
45%
6%
6%
Urban population 2016
34%
14%
9%
6%
5%
37%
22%
21%
30%
19%
28%
28% 24%
26%
9% 10%
9%
86%
99%
90%
95%
56%
70%
52%
55%
43%
62%
80%
44%
45%
99%
40%
44%
68%
89%
58%
69%
35%
40%
27%
39%
21%
21%
9%
13%
67%
50%
35%
32.0%
59%
39%
25% 24%
16%
13%
26%
24%
38%
24% 20%
16%
32%
20%
37%
14%
68%
75%
60%
56%
65%
56%
39%
45%
41%
34%
35%
32%
31%
33%
21%
30%
37%
19%
23%
23%
21%
13%
14%
20%
13%
6%
15%
Single Youth
Urban/Rural/National Population
16%
15%
8%
8%
7%
8%
5%
5%
4%
3%
3%
3%
3%
3%
3%
4%
3%
2%
2%
2%
2%
2%
84%
85%
All urban
Single Youth
Online
27%
51%
Offline
58%
55%
30%
19%
16%
9%
7%
4%
9%
6%
23%
14%
19%
10%
26%
14%
74%
76%
8%
5%
25%
18%
21%
12%
6%
4%
7%
3%
7%
4%
9%
7%
3%
3%
7%
5%
19%
18%
16%
13%
69%
59%
68%
24%
17%
18%
16%
11%
7%
11%
6%
11%
7%
7%
4%
5%
6%
5%
5%
Single Youth
22%
17%
59%
45%
42%
26%
37%
20%
31%
43%
38%
25%
27%
31%
18%
23%
22%
19%
24%
16%
15%
22%
29%
15%
16%
20%
12%
21%
27%
14%
19%
22%
8%
21%
22%
11%
15%
10%
16%
15%
10%
12%
9%
6%
8%
27%
21%
18%
23%
14%
11%
9%
6%
10%
9%
8%
6%
9%
5%
7%
Single Youth
Urban/Rural/ National population
24%
7%
4%
Single Youth
Urban/ Rural/ National
population
Single Youth
53%
41%
41%
34%
32% 34%
34%
29%
27%
29%
27%
23%
36%
17%
25%
25%
10%
12%
6%
8%
7%
5%
11%
10%
7%
12%
25%
16%
22% 26%
21%
19%
16% 17% 16%15%17%
50%
45%
40%
58%
50%
19%
25% 23%
24%23%
23%
21%
20% 20%
18%
18%
25%
11%
11%
42%
52%
19%
23%
10%
13%
7%
10%
6%
15%
9%
7%
6%
7%
51%
49%
42%
59%
16%
18%
12%
16%
18%
21%
11%
14%
7%
6%
7%
6%
22%
18%
14%
10%
8%
26%
21%
24%
24%
17%
19%
6%
14%
05:00-07:00
6%
10%
07:00-09:59
17%
14%
15%
17:00-20:00
11%
13%
6%
20:00-05:00
4%
5%
05:00-07:00
07:00-10:00
20%
22%
8%
13%
05:00-07:00
07:00-10:00
20%
10%
6%
05:00-07:00
10%
4%
05:00-07:00
10%
18%
10:00-17:00
5%
05:00-07:00
20%
10:00-17:00
20%
16%
07:00-10:00
18%
20%
20%
13%
07:00-10:00
15%
10:00-17:00
14%
07:00-10:00
17:00-20:00
16%
15%
17:00-20:00
15%
20:00-05:00
5%
5%
20:00-05:00
13%
6%
4%
10:00-17:00
14%
11%
10:00-17:00
17%
17%
10:00-17:00
17:00-20:00
13%
14%
17:00-20:00
14%
20:00-05:00
13%
17:00-20:00
5%
2%
20:00-05:00
5%
3%
20:00-05:00
50%
62%
41%
34%
37%
15%
8%
5%
8%
5%
25%
28%
27%
25%
11%
33%
5%
2%
23%
27%
3%
2%
15%
23%
26%
39%
21%
23%
3%
2%
3%
2%
22%
21%
24%
22%
3%
2%
18%
23%
3%
2%
16%
16%
18%
20%
15%
17%
15%
20%
13%
5%
Urban population
2016
10%
11%
16%
All urban
Single Youth
Online
34%
54%
Offline
49%
39%
Books
25%
25%
6% 4% 3%
11% 8% 7%
7%
5%
6%
4%
4%
3%
3%
7%
3%
3%
3%
2%
3%
7%
2%
2%
4%
2%
2%
4%
2%
2%
2%
2%
2%
1%
2%
2%
4%
2%
1%
1%
Single Youth 2016
Single Youth 2015
Urban population 2016
Single Youth
Urban/ Rural/ National population
4%
4%
4%
5%
3%
5%
5%
3%
3%
4%
8%
9%
3%
4%
3%
8%
14%
4%
5%
4%
5%
6%
2%
3%
3%
12%
17%
2%
12%
14%
2%
4%
5%
3%
3%
6%
6%
4%
4%
7%
8%
7%
11%
8%
9%
11%
12%
8%
10%
12%
14%
2%
2%
3%
14%
15%
10%
12%
12%
15%
1%
1%
1%
15%
17%
11%
11%
13%
16%
1%
2%
2%
1%
1%
1%
22%
23%
26%
26%
14%
16%
21%
23%
21%
16%
22%
20%
Single Youth
Single Youth 2016
Single Youth 2015
Urban population 2016
5%
4%
10%
5%
Book genre
12%
19%
19%
2%
Buying place
47%
47%
47%
49%
20%
24%
20%
18%
16%
13%
10%
8%
8%
8%
6%
7%
4%
5%
31%
30%
18%
14%
14%
11%
12%
11%
11%
15%
11%
11%
10%
10%
6%
6%
2%
15%
14%
48%
13%
15%
64%
57%
25%
29%
38%
34%
7%
7%
22%
13%
21%
18%
13%
Single Youth 2016
18%
12%
15%
12%
14%
11%
13%
15%
18%
23%
29%
31%
29%
22%
8%
7%
3%
2%
34%
32%
26%
22%
10%
1%
1%
Urban population 2016
66%
11%
6%
10%
7%
10%
6%
9%
6%
7%
5%
34%
24%
7% 3%
16% 18%
19%
19%
10%
12%
14%
5%
8%
8%
5%
8%
9%
4%
8%
9%
3%
8%
9%
5%
8%
8%
4%
8%
7%
4%
7%
6%
5%
7%
6%
5%
27%
10% 7%
20%
6% 4%
17%
26%
6% 4%
11%
12%
5%
9%
9%
4%
6%
5%
3%
4%
4%
2%
4%
3%
2%
4%
4%
2%
3%
4%
1%
3%
3%
1%
3%
3%
1%
2%
2%
1%
8% 2%
31%
16%11%
25%
10% 4%
22%
7% 2%
18%
5% 3%
27%
49%
55%
58%
41%
37%
48%
33% 44%
30%
37%
25%
25%
22%
20%
16%
20%
15%
12%
6%11%
7%
4%
7%
5%
7%
6%
78%
72%
70%
53%
46%
59%
52%
52%
54%
52%
50%
39%
47%
47%
43%
10%
10%
47%
49%
46%
47%
45%
40%
29%
27%
15%
15%
10%
8%
7%
5%
3%
2%
Online Single Youth
41%
43%
41%
34%
36%
33%
51%
52%
94%
91%
Play online
1%
2%
5%
7%
5%
3%
9%
9%
3%
4%
6%
7%
2%
3%
6%
8%
84%
84%
3%
2%
77%
74%
18%
20%
16%
10%
15%
15%
11%
12%
5%
5%
3%
3%
41%
35%
38%
42%
37%
31%
12%
12%
17%
17%
14%
16%
17%
20%
15%
17%
19%
20%
17%
18%
11%
12%
12%
12%
12%
11%
11%
11%
31%
37%
31%
33%
35%
30%
32%
38%
36%
38%
35%
35%
19%
21%
14%
16%
31%
28%
30%
27%
28%
27%
26%
23%
27%
28%
23%
24%
25%
25%
23%
26%
22%
17%
19%
22%
21%
24%
19%
16%
20%
24%
17%
15%
18%
17%
16%
21%
18%
17%
14%
20%
17%
12%
14%
10%
15%
22%
34%
34%
13%
15%
39%
38%
12%
12%
46%
42%
60%
60%
18%
19%
34%
37%
22%
24%
32%
33%
28%
26%
12%
9%
9%
13%
8%
8%
7%
8%
3%
2%
20%
23%
16%
15%
14%
13%
12%
11%
11%
7%
5%
8%
Main shopper
75%
69%
72%
74%
67%
68%
66%
69%
59%
57%
26%
27%
26%
25%
57%
56%
16%
23%
52%
56%
15%
14%
13%
12%
5%
6%
51%
39%
48%
56%
3%
3%
2%
2%
1%
1%
34%
28%
Shop
37%
34%
33%
31%
10%
21% 23%
51%52% 45%
54%
61%
49%
49%
55%
41%
29%
30%
22%
19%
21%
16%
24%
20%
17%
41% 50%
38%
10% 9% 7%
65%
70%
64%
36%
45%
40%
40%
39%
35%
29%
30%
22%
18%
17%
12%
9%
10%
8%
7%
7%
5%
8% 7% 6%
6% 6% 5%
7%
5%
3%
1
Not at all
interested
4,7
7
Very
interested
1
Not at all
interested
4,7
7
Very
interested
Intended to buy
42%
15%
14%
14%
23%
10%
21%
9%
19%
95%
Online retailers
7%
16%
3%
7%
2%
9%
2%
6%
Bought
Intended to buy
Bought
75%
66%
43%
42%
28%
24%
19%
5%
48%
14%
13%
Intended to buy
53%
41%
37%
18%
10%
10%
9%
8%
9%
14%
4%
4%
16%
3%
15%
3%
20%
3%
45%
41%
44%
7%
39%
16%
28%
48%
23%
2%
22%
5%
20%
5%
19%
11%
19%
18%
2%
12%
9%
4%
8%
8%
5%8%
8%
18%
2% 8%
1%
8%
6%
7%
6%
6%
5%
5%
5%
4%
1%
1%
40%
33%
10%
21%
8%
4%
13%
7%
6%
3%
9%
5%
4%
2%
8%
4%
7%
4%
4%
2%
3%
1%
5%
3%
2%
1%
5%
2%
2%
1%
4%
2%
2%
1%
3%
2%
2%
1%
3%
2%
2%
1%
2%
1%
Single Youth 2016
97%
98%
96%
38%
49%
37%
36%
32%
32%
35%
45%
34%
24%
27%
23%
19%
16%
17%
17%
21%
18%
14%
9%13%
13%
11%
12%
11%
8%
10%
9%
6%
9%
9%
6%
9%
8%
5%
8%
68%
71%
66%
37%
35%
26%
25%
25%
25%
24%
24%
21%
21%
20%
22%
14%
13%
13%
11%
12%
12%
10%
10%
8%
8%
7%
7%
6%
5%
5%
6%
5%
5%
5%
5%
32%
31%
3%
3%
24%
22%
21%
20%
10%
10%
4%
4%
32%
32%
21%
21%
29%
25%
9%
11%
30%
34%
29%
32%
28%
29%
23%
28%
23%
24%
20%
23%
6%
6%
7%
8%
32%
36%
20%
22%
18%
19%
13%
15%
13%
15%
12%
16%
6%
7%
66%
62%
58%
55%
57%
52%
40%
33%
37%
35%
37%
33%
36%
33%
25%
21%
19%
19%
11%
12%
11%
11%
11%
9%
10%
9%
10%
10%
10%
8%
8%
11%
7%
6%
5%
5%
1%
1%
49%
43%
51%
26%
26%
27%
20%
17%
23%
19%
19%
20%
15%
14%
17%
14%
14%
17%
20%
23%
22%
7%
8%
9%
35
17
54%
47%
40%
41%
35%
34%
28%
28%
29%
10%
19%
11%
26%
26%
10%
5%
4%
2%
1%
1%
7%
12%
6%
6%
2%
3%
1%
1%
0%
0%
19%
23%
15%
17%
15%
17%
8%
8%
6%
8%
All urban
Online overall
39%
37%
Watch TV offline
87%
90%
4%
3%
13%
11%
3%
3%
11%
10%
5%
4%
12%
12%
5%
5%
11%
12%
7%
8%
6%
8%
35%
38%
6%
7%
14%
16%
6%
7%
28% 30%
22% 23%
21% 22%
26% 21%
19% 19%
9% 10%
86%
84%
90%
85%
56%
54%
52%
51%
44%
35%
80%
72%
68%
62%
58%
53%
35%
33%
40%
29%
43%
25%
27%
24%
9%
16%
21%
12%
67%
50%
35%
32.0%
59%
39%
25% 24%
16%
13%
26%
24%
38%
24% 20%
16%
32%
20%
37%
14%
61%
66%
60%
57%
62%
56%
44%
49%
41%
33%
38%
32%
21%
22%
21%
20%
22%
20%
20%
24%
21%
17%
19%
19%
14%
9%
15%
15%
15%
9%
8%
8%
8%
5%
5%
3%
3%
2%
4%
2%
2%
2%
2%
2%
3%
2%
2%
2%
3%
85%
85%
All urban
Online
27%
27%
Offline
58%
61%
21%
19%
5%
6%
11%
14%
10%
9%
3%
4%
9%
10%
4%
5%
67%
59%
81%
76%
17%
14%
16%
18%
19%
18%
10%
12%
76%
68%
23%
17%
19%
17%
12%
13%
17%
16%
4%
4%
2%
3%
3%
4%
6%
7%
7%
6%
6%
7%
7%
7%
4%
3%
6%
5%
3%
5%
4%
5%
4%
5%
34%
24%
27%
21%
34%
31%
23%
33%
22%
33%
19%
16%
16%
12%
12%
9%
28%
20%
23%
19%
27%
15%
24%
21%
28%
25%
20%
28%
15%
26%
18%
31%
22%
29%
16%
29%
27%
30%
22%
18%
15%
15%
14%
9%
8%
9%
7%
8%
8%
24%
22%
19%
15%
11%
15%
12%
12%
9%
11%
10%
47%
54%
48%
28%
41%
31%
33%
30%
34%
37%
20%
39%
36%
40%
28%
39%
34%
25%
32%
24%
17%
10%
7%
7%
5%
25%
27%
22%
25%
22%
22%
19%
30%
27%
22%
27%
19%
33%
24%
30%
27%
15%
39%
35%
17%
15%
15%
13%
11%
12%
14%
15%
8%
11%
6%
9%
5%
7%
7%
8%
50%
44%
41%
43%
38%
34%
43%
37%
34%
32%
32%
29%
30% 27% 28%
26%26%
29%
24%
24%
40%
58%
19%
10%
6%
7%
17%
11%
7%
18%
11%
7%
25%
59%
50%
19%
10%
6%
7%
15%
51%
42%
16%
12%
7%
18%
11%
7%
22%
14%
Urban/Rural/National
Population
Families without kids
15%
14%
05:00-07:00
12%
10%
05:00-07:00
14%
13%
05:00-07:00
11%
10%
05:00-07:00
13%
10%
29%
28%
26%
24%
07:00-09:59
19%
18%
17%
15%
12%
10%
05:00-07:00
17:00-20:00
15%
13%
10:00-17:00
17:00-20:00
25%
24%
19%
22%
20%
16%
07:00-10:00
10:00-17:00
20%
21%
20%
20%
17:00-20:00
17%
15%
07:00-10:00
10:00-17:00
17:00-20:00
24%
23%
21%
14%
13%
07:00-10:00
10:00-17:00
17:00-20:00
22%
22%
19%
18%
07:00-10:00
17%
10:00-17:00
6%
6%
19%
07:00-10:00
15%
05:00-07:00
10:00-17:00
22%
14%
17:00-20:00
20:00-05:00
4%
4%
20:00-05:00
5%
5%
20:00-05:00
5%
6%
20:00-05:00
7%
5%
20:00-05:00
6%
5%
20:00-05:00
43%
44%
41%
42%
52%
39%
26%
32%
27%
24%
26%
22%
2%
2%
2%
2%
17%
16%
16%
2%
2%
15%
16%
15%
10%
10%
10%
10%
12%
11%
16%
9%
16%
5%
5%
2%
2%
23%
26%
22%
22%
23%
20%
12%
13%
15%
11%
13%
11%
4%
5%
2%
2%
2%
2%
Families without
kids 2016
Families without
kids 2015
Urban population
2016
All urban
Online
34%
37%
Offline
49%
53%
Books
25%
25%
6% 7% 6%
7% 7% 7%
2%
2%
2%
2%
3%
2%
2%
3%
2%
3%
4%
3%
3%
5%
3%
5%
6%
4%
5%
5%
4%
5%
6%
4%
7%
7%
8%
11%
7%
Families without kids 2016
Families without kids 2015
Urban population 2016
6%
7%
5%
4%
4%
4%
4%
4%
4%
3%
4%
3%
3%
3%
3%
3%
3%
3%
2%
3%
3%
2%
3%
2%
1%
2%
1%
1%
2%
1%
Fmilies without kids 2016
Families without kids 2015
Urban population
4% 4%
10% 10%
Book genre
19% 20%
2%
2%
Buying place
48%
49%
46%
47%
30%
30%
26%
24%
18%
18%
14%
13%
8%
8%
8%
8%
7%
7%
4%
5%
16%
15%
12%
14%
12%
11%
11%
11%
10%
10%
10%
11%
7%
6%
54%
57%
15%
17%
45%
48%
13%
12%
21%
13%
25%
23%
21%
22%
38%
40%
18%
10%
7%
7%
13%
13%
1%
1%
Urban population 2016
21%
22%
12%
12%
11%
12%
9%
11%
7%
6%
13%
12%
18%
17%
29%
29%
29%
30%
8%
9%
3%
2%
6%
7%
5%
5%
5%
6%
5%
2%
5%
5%
31%
17%
26%
12%
25%
9%
2%
8%
9%
10%
5%
5%
5%
5%
6%
5%
5%
3%
5%
5%
6%
4%
5%
5%
5%
4%
4%
4%
4%
5%
5%
4%
4%
4%
4%
3%
4%
11%
22%
3%
19%
7% 2%
5% 3%
3%
3%
4%
2%
1%
1%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
2%
1%
2%
1%
1%
2%
2%
1%
1%
1%
1%
1%
1%
31%
16%11%
26%
8% 2%
25%
10% 4%
22%
7% 2%
18%
5% 3%
80%
80%
62%
70%
64%
54%
48%
50%
51%
46%
47%
43%
48%
47%
47%
49%
7%
10%
43%
47%
43%
52%
42%
43%
24%
27%
17%
15%
7%
8%
5%
5%
1%
2%
Online Families without kids
36%
40%
32%
33%
30%
31%
28%
33%
1%
2%
1%
1%
10%
11%
4%
4%
1%
2%
1%
1%
0%
0%
1%
1%
4%
2%
1%
1%
4%
5%
94%
96%
Play online
1%
1%
5%
4%
5%
6%
9%
9%
3%
3%
6%
6%
2%
2%
6%
4%
84%
83%
3%
2%
77%
78%
14%
12%
20%
17%
20%
16%
19%
20%
19%
17%
21%
20%
22%
18%
14%
12%
15%
12%
11%
11%
15%
11%
34%
33%
36%
37%
37%
39%
32%
38%
33%
28%
35%
35%
22%
21%
17%
16%
38%
30%
36%
28%
34%
24%
33%
34%
38%
26%
37%
27%
35%
21%
34%
20%
30%
24%
30%
22%
29%
22%
29%
23%
28%
25%
27%
27%
29%
38%
28%
24%
21%
10%
22%
16%
21%
17%
21%
15%
19%
17%
18%
9%
18%
15%
17%
13%
59%
60%
42%
42%
20%
19%
13%
12%
43%
19%
31%
33%
37%
11%
11%
4%
17%
5%
4%
6%
3%
3%
2%
2%
1%
3%
24%
23%
22%
24%
29%
26%
16%
11%
14%
13%
9%
8%
8%
9%
7%
8%
2%
2%
15%
15%
15%
13%
11%
11%
8%
8%
4%
7%
Main shopper
75%
78%
75%
74%
69%
69%
68%
68%
56%
57%
27%
27%
26%
25%
56%
56%
22%
23%
56%
56%
15%
14%
13%
12%
56%
7%
6%
3%
3%
2%
2%
1%
1%
56%
38%
39%
28%
28%
Shop
10% 9% 8%
43%
54% 50%
47%45%
42%
69%
78%
73%
45%
51%
49%
39%
41%
41%
19%
24%
22%
15%
17%
17%
13%
16%
16%
29% 28%
25%
6% 7% 7%
59%
68%
64%
36%
43%
40%
35%
43%
42%
35%
34%
35%
22%
20%
22%
11%
15%
12%
6%
8%
8%
4%
5%
5%
5% 6% 6%
4% 6% 5%
1
Not at all
interested
4,7
7
Very
interested
1
Not at all
interested
4,7
7
Very
interested
9%
13%
8%13%
7%18%
6%
6%
5%
11%
5%
9%
4%
9%
4%
4%
4%14%
4%
4%
3%11%
2%
1%
2%9%
2%
4%
1%
3
1%
4%
9%
Bought
Intended to buy
58%
57%
51%
20%
31%
16%
36%
12%
27%
9%
17%
8%
15%
Online retailers
92%
84%
Intended to buy
62%
61%
8%
8%
49%
39%
7%
45%
45%
36%
29%
4%
11%
2%
10%
1%
6%
Bought
Intended to buy
Bought
23%
13%
12%
14%
14%
29%
8%
26%
5%
25% 24%
20%
11%
3%
4%
18%
8%
17%
3%
16%
3%
55%
3%
50%
7%
40%
17%
4%
35%
22%
8%
18%
16%
1%
33%
16%
5%
1%
14%
13%
3% 11%
7%11%
3% 9%
8%
9%
4%9%
6%
7%
8%
4%
5%
4%
1%
3%
3%
1%
2%
Intended to buy on Easter 2016
58%
17%
10%
9%
1%
2%
1%
1%
1%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%