State of the Media Democracy India

March 2010

Contents 3 4 5 6 7 8 9 10 Introduction Sources of Entertainment The Media in Advertising Media products: ownership and preference Gaming Internet activities Media Conversations Future Media Attitudes and Expectations 2 .

The results of the survey reveal insightful information which will be useful for virtually all sectors of the business world including to the enterprises in the advertising world. The results from the survey provide critical insights which can help business enterprises make smart. Apart from the Metro cities the other cities covered were Bangalore.20-25 years. The survey provides keen insights on dozens of evolving trends and detailed data on issues ranging from advertising effectiveness and mobile adoption to social media and internet usage. Patna.62-69 years. The survey was commissioned by Deloitte and was fielded in late 2009 by a renowned Research Firm and covered cities in Tier I and II categories.India provides a generational ‘reality check’ on how consumers are interacting with technology. Generation X . Matures . This publication contains a snapshot of some of the results of the survey and is presented in a synopsis form containing certain key and unique findings. and responding to advertising. A combination of upper and middle class people were surveyed in the aforesaid cities by way of face-to-face interviews. State of the Media Democracy . Surat and Indore. The survey focused on consumers between the ages of 14 and 69 which were divided into the following age buckets: Millennials: • Trailing Millennials . Ludhiana.14-19 years. • Leading Millennials .43-61 years.26-42 years. and what they want in the future. well-timed business decisions and investments. purchasing products. Boomers . Lucknow.India 3 .Introduction The State of the Media Democracy Survey .

radio. In India the most preferred medium of entertainment is the television. sports. live performances. the growth of the DTH platform has ensured that the remotest corner of the country can now get hooked to the numerous soaps. gaming. Also. going to movies. Sources of entertainment include television. 46% of whom rated the computer over the television. No wonder then that the newspapers still remain ‘king’ in the world of media! Among the younger generations. which form part of the ‘Matures’ age bucket rate television as the preferred entertainment medium Preferred media of entertainment – their score being as high as 95%. The younger generation is also more tech savvy being more inclined towards internet. females watch more television (93%) than males (91%). with the maximum score of 68% returned by ‘Boomers’ (43 to 61 years). There are abundant choices – products and services. PC. news and other powerful visuals that modern day television beams out.Sources of Entertainment Just as changes in technology are affecting all sectors. The cell phone has become an important entertainment device for the ‘Millennials’ (14 to 25 years) with an average score of as high as 64%. Indians. console. which are available to a consumer. The personal computer too has become an important entertainment device for the ‘Millennials’. mobile/cellular/Smartphone. so it is changing the way an individual uses various products for entertainment. The scores in all age buckets are near or above the 90% mark. Around 92% of the population surveyed rated television as the preferred medium across all age groups. and cell phones as means of recreation. This has made the entertainment industry a consumer centric industry. In India. status etc. This may be due to the fact that television still has a wider reach than any other medium and the ‘visuals’ of television have a greater impact to all irrespective of their educational background. gaming. internet. magazines. A point to note is that even the ‘senior citizens’ of the country. eBooks etc. listening to music. going to the movies. Generation All % Watching television Reading newspapers (either printed or online) Going to the movies Listening to music (using any device) Listening to the radio (any format/device) Reading magazines (either printed or online) Attending live performances Reading books (either physical books or via an e-book reader/online) Using the Internet for social or personal interests Playing videogames (handhelds. listening to radio are high on their next preferred medium of entertainment. Second place in the preferred medium is taken by newspapers. newspaper. There is also an observed trend that the males are more technology pro as compared to the women. prefers to read their daily newspapers with their morning cup of tea. This reading habit is more visible in ‘Generation X’ and above (above 26 years). online) 92 58 48 32 18 17 15 5 5 4 Trailing Millennials % 92 50 53 37 21 6 18 12 5 5 Leading Millennials % 85 46 55 34 24 10 14 6 15 6 Gen Xers % 92 63 51 34 13 19 14 4 2 3 Boomers % 95 68 39 27 17 27 14 3 0 3 Matures % 95 62 32 23 24 21 11 7 1 1 Gender Male % 91 56 50 35 18 15 16 6 7 5 Female % 93 62 48 31 17 20 13 6 3 1 4 . unlike as in the western countries.

Generation All % Television (cable. satellite. Here too the ‘Millennials’ are influenced more by advertisements on the radio (18%). ‘Leading Millennials’ are influenced more by advertisements on the internet – their score is as high as 35% and is the highest among all age buckets. From a consumer’s point of view. Advertising firms have a never-ending job on hand to help their client decide the media or a combination of media to maximise the impact of the ad campaigns in this constantly changing world of consumer preferences. Advertisements in newspapers come a close second in creating impact on consumers. games etc.India 5 . Impact of Media in Advertising The impact on the ‘Millennials’ is lesser. Between the age buckets.The Media in Advertising Enterprises are spoilt for choices when it comes to selecting a media to use for advertising their products and services. Even the ‘Millennials’ scored more than 90% when it came to concluding that television is the preferred media which creates the maximum impact. Although close to 60% of the ‘Millennial’ mentioned that they will read a printed magazine even though the information contained therein is available online.). sports. They are most influenced by banner advertisements (>65%) and more by advertisements relating to gaming (51%). The medium of radio too seems to be picking up as a medium which is being increasingly used by advertisers. broadcast or fibre optic) Newspapers Magazines Mobile/Cellular/Smartphone Radio Billboards or outdoor advertising Online/Internet DVDs/Blu-ray Discs In-theater advertising (pre-movie) Videogames 94 89 34 21 17 17 15 4 3 2 Trailing Millennials % 94 86 32 19 15 16 20 6 4 5 Leading Millennials % 92 80 24 22 18 18 35 5 6 2 Gen Xers % 95 92 34 22 18 18 10 5 2 1 Boomers Matures % 96 92 40 22 17 15 3 4 3 1 % 98 95 38 18 13 23 1 3 2 2 Gender Male % 94 89 32 22 14 17 20 5 4 2 Female % 96 89 36 21 21 17 7 5 3 2 State of the Media Democracy . 34% of the ‘Trailing Millennials’ were willing to pay for online content (news. Here too the impact is maximum in ‘Matures’ (95%) and ‘Boomers’ (92%). ‘Matures’ (98%) and ‘Boomers’ (96%) are more influenced by viewing advertisements on television than the other media. the television media appears to have the maximum impact on them.

smart phones and laptops. e-Book Reader and Blu-ray players is negligible. iPods. 6 . 84% of the population surveyed own cell phones. DVD players and radio are the top four media equipments owned by majority of the masses. Usage of HD Radio. which is rated as the product valued the most. television. radio and desktop computer form the remaining in the list of top five. However. the consumer is in a better position to own products of his requirements as well as luxury products. smart phones and laptops where as the digicam and webcams are owned more by the older Media products and preferences Generation All % Mobile/Cellular phone (basic phone for calling and texting) Non-Flat Panel TV (CRT or Tube TV) Standalone DVD player (in the home) Radio (traditional AM/FM radio) Stereo system Desktop computer (PC or Mac) Digital camera or camcorder (separate from your mobile/cellular phone) Flat Panel TV (LCD or Plasma) Portable DVD player 84 77 65 61 39 31 25 23 8 Trailing Millennials % 82 83 60 62 38 44 18 19 9 Leading Millennials % 83 77 62 57 34 42 23 24 10 Gen Xers % 85 78 68 61 42 25 27 21 8 Boomers % 85 72 65 61 40 26 28 29 6 Matures % 71 76 56 69 45 22 36 25 7 Gender Male % 87 77 65 58 39 37 25 23 7 Female % 80 77 64 65 40 24 25 23 10 generations. Cell phones were considered as a status symbol a few years back but now are more of a necessity. Flat panel televisions are gaining ground as opposed to the old fashioned box television. At present. at present around 77% of the households surveyed owned the box television. DVD player. cell phones.Media products: ownership and preference With increase in the purchasing power. Macs. The ‘Leading Millennials’ are more engaged with the new and advanced technology like iPods. The younger generation seem to prefer desktop PCs. The cell phone.

Blackberry. Sony PSP. Generation All % Mobile/cellular phone Computer (PC or Mac) Other Game Console Smartphone (iPhone. Gameboy. etc.) No response 23 16 1 59 25 32 5 35 19 35 1 43 25 9 0 64 22 1 0 76 9 0 0 91 23 22 1 52 22 8 1 68 State of the Media Democracy . seems to stay away from video games. Gameboy.) Have not played a videogame in the past 6 months 32 19 2 1 1 1 60 Trailing Millennials % 45 41 5 1 2 5 35 Leading Millennials % 40 40 2 0 1 0 44 Gen Xers % 32 12 1 1 0 1 64 Boomers Matures % 22 3 0 0 0 0 77 % 5 0 0 0 0 0 95 Gender Male % 36 26 2 1 1 2 53 Female % 27 11 1 0 0 1 68 Played newly released videogame (favorite method) Mobile/cellular phone Computer (PC or Mac) Handheld (Nintendo DS.Gaming Video games are a favourite among the ‘Millennials’. The mobile phone is the preferred media used by the ‘Millennials’ to play games followed by the computer. ‘GenXers’ and above. etc.India 7 . Sony PSP.) Playstation 2 Handheld (Nintendo DS. The seniors. Media used to play videogames Around 40% of the ‘Millennial’ polled for the mobile phone and computer. etc.

music or software while others use it to spend money and make online purchases.com Seeking personal interest information (entertainment. maintaining a profile on social networking site. publicity of the internet content. The activities for which internet is used can be bifurcated into: . ‘Millennials’ are way ahead in internet usage as compared to the others. Few users also use internet to their advantage. the activities for which internet is used. reading news. gender depends upon number of factors such as: quality of internet speed. Generation All % E-mailing with friends or family Instant messaging with friends or family Using search engines like Google. audio chatting. money. with 45% of ‘Leading Millennials’ using the internet for emailing friends and family. benefits of using internet. purchasing Internet activities products etc. chat rooms or message boards) Researching for business or school 19 18 17 14 13 13 Trailing Millennials % 28 25 24 24 18 28 Leading Millennials % 45 40 36 30 26 24 Gen Xers % 13 12 12 12 10 7 Boomers % 7 7 5 4 4 3 Matures % 3 3 2 1 2 2 Gender Male % 29 26 26 21 19 18 Female % 10 8 6 7 5 6 8 . More than 20% of the ‘Millennials’ have learned of a new product while going online and have 15% have made purchases made on online recommendations. seeking information. ‘Millennials’ again lead the rest when it comes to creation and maintaining of internet contents like maintaining own web site. sports) Socializing (via social networking sites. online gaming.Internet activities Usage of internet by people of different age groups. All age groups preferred to spend more time on professionally generated data rather than User generated. As compared to other age groups close to 45% of the ‘Millennials’ perceive connection speed as an important feature of internet and are even willing to pay a little more if it helps them downloading videos at a faster speed. audio chatting etc. In gender comparison men are leading the women and ‘Matures’ use the internet the least.emailing. messaging. photos. discount vouchers etc. They lead the pack in the online purchase world. online gaming. using web cams. Yahoo or Ask. They are also highly active in using services like webcams. watching/listening to contents. online purchasing etc. travel/leisure. They receive free products. uploading photos and videos on the internet. contributing to blogs etc. for posting or creation of internet content like blogs.

with maximum discussions being done by ‘Boomers’ (39%) followed by the ‘GenXers’ (36%) and ‘Leading Millennials’ (35%). workplace or between friends. articles/news from newspapers. find a way in day-to-day conversations at home.Media Conversations Quite often. Media conversations: Summary of discussions on media Generation All % Newspapers Television Shows Music Movies Advertisements Books Magazines Radio programming Web sites Videogames (handhelds. web sites. PC. movies etc.India 9 . The ‘Leading Millennials’ lead the pack when it comes to discussing music. TV shows. mobile/cellular phone) Social networking sites Virtual worlds 35 26 19 11 10 9 6 5 4 4 3 1 Trailing Millennials % 29 25 20 11 11 26 4 3 6 7 2 2 Leading Millennials % 35 23 22 13 10 16 7 4 7 7 5 2 Gen Xers % 36 27 20 13 11 4 6 6 3 3 2 1 Boomers % 39 28 13 8 7 1 6 6 2 2 2 1 Matures % 27 27 13 10 6 2 6 11 0 2 0 0 Gender Male % 37 22 20 11 10 9 6 6 6 6 4 2 Female % 32 30 17 12 9 8 6 5 2 2 1 1 State of the Media Democracy . Music. Overall newspapers are the most discussed. magazines. books. movies and advertisement form the balance four in the list of top five of discussion topics. console. movies and advertisement. Television shows are the next most important thing discussed by people in all age groups. music.

to any devices and platforms that I own without any problems The ability to access product information for a product I’m interested in buying by simply scanning a bar code with my mobile-phone/hand-held device Books. playing 3D games at home with game controllers that react to users body movements etc. television shows. 39 53 52 34 32 19 44 53 35 45 43 31 30 15 38 31 33 42 43 30 26 22 35 31 31 44 37 29 23 13 33 28 29 29 28 27 39 36 40 37 39 38 34 35 24 28 25 23 23 22 20 23 17 20 17 10 33 33 30 32 24 25 25 21 26 25 40 34 38 32 21 21 18 20 20 15 30 29 23 20 10 . pod casts. movies. Other technologies that are widely demanded are music and video portability. watching 3D movies at home. movies portability. hotels. but reacts to my body motions Playing 3-D videogames in my home 44 Trailing Millennials % 57 Leading Millennials % 55 Gen Xers % 40 Boomers Matures % 35 % 22 Gender Male % 48 Female % 39 ‘Millennials’ are more eager (>50%) compared to other age groups for demand in technology relating to GPS. etc. online availability on books and newspapers etc. getting product info by scanning barcode by mobile phone. Future Media: List of desirable products Generation All % A feature on my mobile phone that would allow me to physically locate my friends and for them to locate me A feature on my mobile/cellular phone that would allow me to locate shops. etc. Users of these technologies wish that their devices should provide them with features like GPS to enable them to locate friends. portable or handheld device The ability to “click to buy” products on my television that are featured in a TV show or commercial Watching 3-D video in my home I would like to have a videogame controllers that are similar to real gear An online service that recommends a product based on other consumer’s preferences I would like to have a videogame that does not have a traditional controller. shops. to downloaded onto your PC. locating friends. hotels.Future Media Attitudes and Expectations The advent of newer technologies on an ongoing basis is the result of demands from various age groups and gender. online availability of books and newspapers etc. ‘Millennials’ surge ahead of other age groups when it comes to demanding technologies like buying products shown on TV. 3D televisions. restaurants. hotels etc. magazines and newspapers will all be available online. music. shops. Also the Millennials are far more interested in integration of TV and computer so as to view internet content on TV. within a specified radius of my location The ability to move my music. Quite a few users are also interested in technology that enables them to buy products on TV that are featured in commercials.

State of the Media Democracy .India 11 .

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