Mumbai: A media study by Deloitte Touche Tohmatsu India Private Limited (DTTIPL) re-affirms what the majority of brand owners in India already believe -- that television is the preferred medium both in terms of usage (by consumers) and advertising impact. The Deloitte survey, that reached 2,000 consumers in the age group of 14 to 75 years, focuses on how consumers interact with technology, purchase products and respond to advertising.
Titled ‘State of Media Democracy Survey- India’, the research was conducted in the metros and both Tier I and Tier II cities such as Lucknow, Ludhiana, Patna, Surat and Indore, among others. The study divided the respondents into the following categories: Trailing Millennials (14-19 years), Leading Millennials (20-25 years), Generation X (26-42 years), Boomers (43-61 years) and Matures (62-69 years).
According to Paul Lee, director, Deloitte Research, Technology, Media and Telecommunications , watching television is the preferred medium of entertainment for the masses. It also appears to create the maximum impact on the consume. “The mobile phone leads the pack in ownership of media products and newspapers are still the most talked about/discussed in conversations and social gatherings,” he said.
In terms of media usage, 92% of the people surveyed rated television as the preferred medium. However, people in the age group of 43 to 61 years prefer to read newspapers rather than consume any other media.
The younger generation enjoys going to the movies and listening to music and radio is the favourite source of music. However, the cell phone has become an important entertainment device for the ‘Millennials’ , that is, consumers in the 14 to 25 years.
The personal computer too has become an important entertainment device for this category and 46% of them rated the computer over television. In fact, of the total consumers reached, only 5% said that the Internet was their preferred medium.
The research findings show that majority of the people are influenced by viewing advertisements on television followed by those published in newspapers. However, people in the 20-25 year age group admitted that they were most influenced by advertisements on the Internet, especially by banner ads and ad related to gaming.
Among teenagers, 34% were willing to pay for online content (news, sports, games etc.)
Srikanth Raman, general manager, Starcom MediaVest Group, said that the study is pretty much in sync with research from other sources, such as the Indian Readership Survey and research released by the Internet & Mobile Association of India. “It profiles the Internet activities of the consumers – emailing versus social networking, for instance. It is interesting to know that 26% of 20-25 year olds list social networking as a part of their internet activities even though 45% list emailing as part of their activities.”