The State of Media Democracy - India

7/30/2019 The State of Media Democracy - India

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The state o media democracy IndiaChanging the game

August 2012

www.deloitte.com/in


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Introduction 3

Key Findings 4

Preerred source o entertainment 5

Overall Advertising Most inuential 6

Dawn o the internet economy 9

Media products Ownership and preerence 11

Media services Subscriptions and preerences 13

Mobile Phones Use o mobile applications 14

Viral/Social activities 16

Future Media Attitudes and Expectations 17

Contents


3/20The State o Media Democracy India Changing the game 3

Introduction

This is the second edition o The State o the Media

Democracy Survey India (the Survey). The Survey

was carried out late 2011/early 2012 and provides a

generational reality check on consumer preerences,

interaction with technology, purchasing trends, response

to advertising and a peek into uture preerences.

This is an age in which everybody contributesnot

just the traditional media companies. Empowered by

new technologies, customers now vote through their

actions or new genre o content, new access devices,

distribution platorms, advertising models, and pricing

schemes.

Focusing on our generations and fve distinct age

groups, the survey provides a glimpse on how

consumers between the ages o 14 and 75 are

interacting with media, entertainment, advertising and

inormationand what their preerences might be in

the uture. The age buckets were as ollows:

Millennials: Trailing Millennials - 14-22 years;

Leading Millennials - 23-28 years;

Generation X - 29-45 years;

Boomers - 46-64 years;

Matures - 65-75 years.

Commissioned by Deloitte and felded by an

independent research frm, the survey employed an

online methodology among 2006 consumers across all

geographies and age groups.

The constituents o the Media Industry with sectors asdisparate as publishing, flm production, broadcasting,

telecommunications and device manuacture continue

to help us shape the survey globally.

This publication contains a snapshot o some o the

results o the survey and is presented in a synopsis orm

containing certain key and unique fndings.


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Key ndings

Key fndings o the Survey include the ollowing:

Youngerconsumersarefarmorecomfortableusing

advanced technologies, as we might expect. They

are more likely to consume media in new ormats.

For example, nine-in-ten Millennials are using their

smartphone as an entertainment device, and a similar

proportion say their laptop/desktop PC is more o an

entertainment device than their television.

Televisionstilldominatesasamediasourceand

remains the most common way to consume video,

television content and flm. However, the proportion

o consumers multitasking while watching television

is substantial, with the most common activities being

emailing, reading, and talking over a mobile phone.

Newspaperscontinuetobeabroadlyconsumed

and highly regarded media source, both in terms

o preerence or content, and as an inuential

advertising source.

Findingsareslightlyd ifferentformagazinesoverall,

a similar proportion o consumers have read a

magazineinthepastsixmonths,andhousehold

magazinesubscriptionsarefairlycommon.However,

afnityformagazinesisconsiderablelowerthanTV

or newspapers, and theyre regarded as much less

inuential with regard to advertising

Overallengagementwithsocialnetworking(with

regard to maintaining a profle) stands at 77%. With

signifcant adoption across all age cohorts in recentyears, social networking is well established as an

entertainment and social medium. However, the

emergence o product usage recommendations and

inuence with regard to advertising, establishing

brand identity, and as a vehicle or pushing website

trafc is also on the rise.

Whileemailisstillthemostcommonlyused

ormat or sharing print content with others, social

networking is considered nearly as important and

commonly used channel or dissemination o content

among riends (acilitated most commonly by posting

to one's page or by selecting the 'like' or 'share'

button when reading online content).

Thereisastrongpresenceofnewdigitalformatsfor

movie/video content (beyond traditional TV/cable/

satellite/DVD/VCR/Blu-ray), e.g. digital streaming.

Assmartphonesandtabletsenableconsumerstohave

greater mobility and portability with regard to their

media consumption, they are also increasingly using

these technologies as laptop computer replacements.

Inuenceofadvertisingappearstocorrelatewith

media consumption. Older generations are more

likelytobeinuencedbynewspaperandmagazine

advertising and younger generations by mobile device

advertising. This reects the devices they are most

likely to use.

Combiningonlineandofineresearchbeforedeciding

where to purchase is important or the majority

o consumers. The majority o consumers reports

learning about a new product or the frst time online,and nearly most have bought a product as a result o

reading an online recommendation.



Preerred sources oentertainment

Theglobaltrendsofdigitizationandconvergenceare

predominant in India and are evident rom the Survey.

Youngerconsumersarefarmorecomfortableusing

advanced technology, as we might expect. They are

more likely to consume media in new ormats.

The survey results or 2011 when compared to the

2009 Survey results support the above statement.

For example, during the 2009 Survey, on an average

5% o the consumers preerred using the Internet or

social or personal interests, whereas in the 2011 Survey

the percentage is as high as 51%. An increase which

makes use o internet the most preerred source o

entertainment on par with television on an overall

basis, with dierences in preerences evident between

the age group (see Table 1 below).

Another interesting act is that nearly 49% o Boomers

preer using the internet, whereas during the 2009

Survey none o the Boomers preerred this source o

media.

Reading the newspapers is still the preerred medium,

relegated to the third place ater the internet overtook

the television to be at the top spot, when compared

to the 2009 Survey. Indians, unlike as in the western

countries, preer to read their daily newspapers with

their morning cup o tea. This reading habit is more

visible in Generation X and above, with the maximum

score o 59% by Boomers.

Listening to music, ollowed by reading books and

magazine,andtoalesserextent,goingtothemovies,

create a remaining tier o preerred media.

Table 1:

Q. For the ollowing types o media please rank your top 3 with 1 being the most preerred.

Preerred source o entertainment 2011 % Trailing

Millennials %

Leading

Millennials %

Xers % Boomers % Matures %

Using the Internet or social or personal interests 51 51 53 53 49 42

Watching television (on any device) 51 48 51 52 56 49

Reading newspapers (either printed or online) 46 29 44 51 59 52

Listening to music (using any device) 37 43 38 37 33 30

Reading books (either physical books or via an

e-book reader/online)

26 27 23 27 25 27

Readingmagazines(eitherprintedoronline) 26 21 18 26 33 36

Going to the movies 24 32 36 20 14 23

Playing videogames (handhelds, PC, console,

mobile / cellular /smartphone , online)

14 21 14 10 9 14

Listening to the radio (any ormat/device) 12 13 11 14 9 14


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Overall advertisingMost infuential

Television is still the reigning emperor and has the most

perceived advertising persuasiveness across all age

groups. Television (along with newspapers) is rated as

the strongest medium or advertising, with two-thirds

saying its among their top inuences on their buying

decisions. 60% Millennials and 69% Boomers are

inuenced by advertising on television (see Table 2

below).

Newspapersareaclosesecond,drivenbytheolder

age groups, 74% o Boomers are inuenced by print

advertising.Newspaperscontinuetobeabroadly

consumed and highly regarded media source, both in

terms o preerence or content, and as an inuential

advertising source. The vast majority o consumers

continuetoreadmagazines,despiteaccesstothesame/

similar content online.

However, the proportion o consumers multitasking

while watching TV is substantial, with the most common

activities being emailing, reading, and talking over a

mobile phone (see Table 3 below).

Internet trafc drivers are still dominated by watching

an advertisement in newspapers, with even billboards

scoring a high percentage (see Table 4 below)

Table 2:

Q. When you encounter advertising in the ollowing media, which three have the greatest inuence on your buying decision?

Infuential advertising 2011 % Trailing

Millennials %

Leading

Millennials %


Television (cable, satellite, broadcast or fberoptic)

64 60 60 66 69 56

Newspapers 63 55 56 66 74 68

Online 53 56 58 54 46 40

Mobile/Cellular/Smartphone 34 44 38 29 25 34

Magazines 32 25 25 31 43 45

Billboards or outdoor advertising 15 11 14 18 17 12

In-theater advertising (pre-movie) 9 11 10 8 5 11

Radio 8 8 9 7 8 5

Downloadable app on mobile device 6 6 5 6 4 7

Tablet 4 4 5 4 2 6



Table 3:

Q. Which are things you typically do while watching your TV?

Among total India consumers 2011 % Trailing

Millennials %

Leading

Millennials %


Email - read, write, send or receive 32 31 37 32 31 25

Read a print newspaper 30 32 24 30 31 25

Talk with others on a mobile/cellular/smartphone 30 26 29 34 28 28

Do homework / work or your job 28 32 25 30 24 19

Talk with others on a land line phone 24 21 22 25 27 18

Listen to music 23 24 26 22 21 20

IM or text messaging with riends 22 28 26 19 14 19

Read books 22 27 18 22 19 22

Go online - sur Websites, general Internet use 22 21 24 27 17 14

Readaprintmagazine 21 18 15 20 26 28

Spending time on a social networking site 19 21 20 20 16 12

Using a social networking site to communicate

'real time' with riends

16 18 20 16 12 11

Using downloadable applications on my

smartphone or mobile device

13 19 16 12 7 9

WatchYouTubeorothervideostreamingsites 13 13 17 15 9 9

Participate by phone or the Internet with

something that is currently on my television (e.g.,

voting as part o a television program, evening

news polls, contests, etc.)

12 11 11 12 10 16

Play videogames (any platorm) 11 16 12 12 7 6

Purchasing products online 11 10 13 13 10 8

Micro-blogging 9 10 10 9 6 9

Nothingelse-justwatchingTV 33 31 30 33 36 34


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Table 4:

Q. How oten would you say you visit websites as a result o the ollowing?

Among total India consumers

Summary o requently/occasionally

2011 % Trailing

Millennials %

Leading

Millennials %


Seeing an advertisement in newspapers 93 90 95 96 92 90

Results rom using Internet search engines 93 90 95 95 91 94

Seeing an advertisement on TV 92 92 94 93 90 86

Seeinganadvertisementinmagazines 90 87 93 92 89 90

Noticingaproductorserviceplacedwithin

television shows and movies that I watch

87 88 89 89 82 84

Advertising I see at other Websites 87 87 91 89 82 87

Someone's online recommendation 87 86 91 89 80 86

Seeing an advertisement in social networking

sites

85 86 90 86 76 86

Sales and product oers I receive in emails 85 84 88 85 85 84

Seeing an advertisement outdoors (billboard, bus

ad, etc.)

84 83 86 86 83 85

Seeing an advertisement at a movie theater 77 79 84 80 65 70

Hearing an advertisement on the radio 75 73 81 78 69 72

Seeing advertising or products placed within a

downloadable app on my mobile device

71 79 76 72 55 73

Seeing advertising or products placed within

online virtual worlds

63 72 70 61 47 62

Seeing an advertisement on a DVD / Blu-ray disc 61 68 66 63 44 61

Seeing an advertisement in a videogame 60 65 70 60 45 58



Table 5:

Q. How oten would you say you are doing the ollowing online activities?

Internet activities 2011 % Trailing

Millennials %

Leading

Millennials %


Using search engines 72 70 71 76 73 62

Emailing with riends or amily 60 51 59 63 66 60

Instant messaging with riends or amily 58 58 60 61 54 54

Reading about local news, weather or current

events

51 51 49 52 50 56

Socializing(viasocialnetworkingsites,chat

rooms or message boards)

50 58 53 49 38 43

Reading national/world news, weather or current

events

48 46 49 47 48 53

Watching TV programs 46 50 45 44 45 46

Watching/listening to content created by others

(Web sites, photos, videos, music and blogs)

40 52 43 34 30 41

Seeking personal interest inormation

(entertainment, travel/leisure, hobbies)

39 46 44 38 30 39

Reading/watching sports content 39 44 42 37 33 35

Using my computer's microphone to conduct

audio chats or Internet phone calls

31 37 34 30 21 36

Creating personal content or others to see (web

sites, photos, videos, music and blogs)

29 37 33 26 20 31

Seeking product reviews, conducting shopping

research

28 35 29 25 22 30

Online gaming 20 25 22 20 10 20

Participating in online virtual worlds 19 26 23 17 12 21Purchasing products 15 18 15 15 11 16

Dawn o the internet economy

The internet boom in India continues its growth run.

The majority o consumers anticipate that the role o the

Internet will continue to play an increasing role in movie/

television content viewing. Consumers perceive using

the Internet as their most avorite media source, along

with Television.

A large majority o consumers, 72% on an average, are

using search engines on a daily basis. This has been an

amazingchangeascomparedtotheresultsofthe2009

Survey where only 17% used search engines.

Other top activities include emailing (60%) and instant

messaging with riends/amily (58%). Email is still the

most commonly used ormat or sharing content with

others but is particularly low among Millennials, as

sharing via social network is their preerred medium (see

Table 5 below).

Consumers are actively using the Internet to learn o

new products, decide which to buy, and importantly,

which not to buy. Millennials are most actively using the

Internet to recommend products to others.

The majority o consumers have used a computer

to make a purchase within the past year, with the

smartphone ast catching up (see Table 6 below)


10/2010

Table 6:

Q. Which o the ollowing have you used to make a purchase in the past year?

Among total India consumers 2011 % Trailing

Millennials %

Leading

Millennials %


Desktop/Laptop/netbook(NET) 76 77 79 73 75 74

Smartphone 34 33 39 35 27 36

Television 31 32 37 31 27 26

Home phone 26 26 23 24 31 29

Tablet 13 12 16 14 9 20

Videogame / console system 10 12 10 9 6 8

Noneoftheabove 8 9 5 8 12 8



Table 7:

Q. Which o the ollowing media or home entertainment equipment does your household own?

Media ownership and preerence 2011 % Trailing

Millennials %

Leading

Millennials %


Mobile/Smartphone 82 80 79 84 86 83

Desktop computer 74 75 70 72 80 77

Laptop/netbook computer 68 60 65 73 73 74

Digital camera or camcorder (separate rom your

mobile/cellular phone)

61 53 57 67 65 62

Flat Panel TV 51 39 49 57 57 59

Flat Panel TV (LCD or Plasma) 47 36 45 53 53 523-D capable TV 9 9 8 9 8 13

Radio (traditional AM/FM radio) 45 44 40 45 53 38

Stereo system 44 36 36 46 55 45

Portable DVD player 38 32 36 42 41 33

Standalone DVD player (in the home) 34 31 29 38 36 32

Computer network/router in your home or

wireless computer/laptop usage

32 33 30 30 35 29

Videogame / console system 22 26 20 23 17 22

Non-FlatPanelTV(CRTorTubeTV) 28 29 26 29 30 25

Digital Video Recorder (DVR) 19 17 16 20 20 25

Tablet 15 14 17 16 13 25

E-book Reader 12 13 13 11 10 17

HD Radio player 7 6 8 8 6 7

Media productsOwnership and preerence

A media devices overall relevance in the marketplace

can be measured by understanding the prevalence o

the device among consumers, and the importance that

consumers place on the device relative to other devices

owned.

Cell phones/smartphones (82%), desktop (74%),

laptop (68%), and digital cameras (61%) are the most

commonly owned devices. Laptops, desktops, and at

panel televisions also remain the most valued products

owned (see Table 7 below). Tablets join the ranks o

most valued products, despite low ownership levels

overall (see Table 8 below).


12/2012

Table 8:

Q. O the products you indicated you own, which 3 do you value the most?


% ranked in Top 3

2011

Total Rank Total % Trailing Mills % Leading

Mills %


Laptop/netbook computer 1 51 49 52 54 49 47

Desktop computer 2 43 49 38 37 48 40

Mobile/Cellular phone (basic phone or

calling and texting )

3 41 46 40 36 50 30

Flat Panel TV (LCD or Plasma) 4 31 24 28 35 34 35

Smartphone 5 28 25 27 32 22 34

Digital camera or camcorder (separate

rom your mobile/cellular phone)

6 20 20 20 23 19 14

Non-FlatPanelTV(CRTorTubeTV) 7 10 11 11 10 10 8



Media servicesSubscriptions and preerences

Subscription to mobile (79%) and newspaper (78%)

services are the leading media services preerred or

subscription. 31% o Leading Millennials and 35%

o Matures are signifcantly more interested in online

newspaperandmagazinesubscriptionscomparedto

other age groups.

Despite steady increases in the usage and preerence or

online/streaming sources o content, the vast majority o

consumers have no plans to cancel their cable/satellite/

fber service anytime soon.

Other area o subscription is PC gaming and mobile

phone service. More than one third o Millennials (36%)

purchase a PC gaming subscription (see Table 9 below).

Table 9:

Q. Which o the ollowing services does your household purchase?

Media Subscription 2011 % Trailing

Millennials %

Leading

Millennials %


Mobile phone 79 80 79 78 78 76

Newspapersubscriptions(traditionalprinted

newspapers)

78 75 77 79 83 79

Cable Television (basic, premium, digital, or high

defnition)

68 68 68 68 69 62

Magazinesuscriptions(traditionalprinted

magazines)

57 50 49 59 66 67

Traditional land-line telephone service rom a

phone company

52 41 43 53 66 60

Pay/PPV/VoD(NET) 48 44 45 52 50 53

Pay TV 31 22 30 38 33 30

Video on Demand programs 23 24 23 23 18 32

Pay-Per-View movies 20 18 19 21 23 20

Satellite TV (basic, premium, digital or high

defnition)

44 40 43 48 41 51

Broadband DSL Internet Access 42 39 40 43 44 46

Mobile internet access other than data plan on a

cell phone

39 45 44 38 30 40

Broadband Cable Internet Access 37 37 40 36 39 32

Monthly data plan or digital devices 34 35 38 34 30 34

PC gaming (subscription to play an online game) 27 36 37 24 15 23

Streaming video service 27 30 32 27 19 22

Ringtone subscriptions 26 29 29 27 21 19

Online newspaper subscription 25 26 31 25 19 35

Onlinemagazinesubscription 25 25 31 24 17 34

Mobile Television 17 20 21 13 13 22

Telephone service through a cable television

provider

17 17 20 18 13 18

Dial-up Internet Access 16 22 20 12 13 16

Online subscription music services 16 16 16 16 15 17

Subscribe to television shows/series via online

outlets

16 16 16 15 15 17


14/2014

Mobile phonesUse o mobile applications

Engagement with several advanced smart eatures

is redefning the utility o the mobile phone. Texting,

viewing and creating photos/videos, listening to music,

email, and internet access are the more popular ones.

The most commonly usage o the mobile phones

or talking and messaging leads the pack with nearly

92-94% o the consumers voting or it. Use o

advanced Internet and media eatures like playing

games, updating social network page, mobile online

search and acquiring new apps skews highest among

Millennials.Nearlyseven-in-tenconsumershave

downloaded an app to their smartphone, tablet, or PC,

driven primarily by Millennials, with a signifcant drop-o

in behavior among Boomers (see Table 10 below).

Second-tier eatures include listening to music, viewing

photos or video, internet access, digital camera and

email, with at least two-thirds o consumers using each

on a weekly basis.

However, as smartphones and tablets enable consumers

to have greater mobility and portability with regard to

their media consumption, they are also increasingly

using these technologies as laptop computer

replacements.Nearlytwo-thirdsofsmartphoneowners

have used their smartphone as a replacement or their

laptop while away rom home. With the entire gamut

o eatures in one place, the consumers who currently

do not own a smartphone have very strong interest to

purchase in the near uture.

14



Table 10:

Q. Thinking about the eatures included on your mobile/cellular phone or 'smartphone' (such as an Apple iPhone, RIM Blackberry, etc.), please

select how requently you use each eature listed below.

Mobile phones - Use o mobile applications 2011 % Trailing

Millennials %

Leading

Millennials %


Talking on the phone 94 93 91 96 96 90

Text messaging 92 92 92 93 90 87

Listen to music 85 88 88 84 80 78

Viewing photos or video 83 87 86 84 74 81

Digital camera (still pictures) 82 81 80 86 78 82

Video camera 77 79 78 80 71 76

Internet access 76 83 79 78 65 70

Email 73 76 77 76 65 68

Playing games 68 78 78 71 49 59

Update social networking page 61 74 70 58 46 53

Mobile online search 58 68 68 55 43 53

Acquiring new applications (i.e., 'apps') to my

phone

54 65 64 51 39 55

Receive news, sports, weather and trafc

updates through text messaging

53 55 56 54 49 48

Download ringtones 52 57 56 52 44 51

Online banking 45 37 51 49 41 52

Watch proessionally created content (television,

movies, news)

41 49 49 38 28 45

Viewing or editing documents or business or

school

41 48 48 40 28 42

Using GPS (global positioning service) or

directions to a location

40 40 50 40 32 40

Using my phone to read product reviews whileshopping in a retail store

35 44 41 31 26 40

Purchase products 33 31 36 34 27 44


16/2016

Viral/Social activities

Newspapers(53%)arethemosttalkedaboutmedia

topic among consumers, ollowed by music (47%) and

social networking sites (47%) and television shows

(46%) (see Table 11 below).

Trailing Millennials lead the pack everywhere and are the

most engaged in a number o media topics, including

music, social networking, television, websites, movies,

books, apps, videogames and virtual worlds.

Interestingly, with the advancement o technology and

internet, conversations about social networking sites

and websites have gained tremendously as compared

to the 2009 survey where the range was 3-4% as

compared to 45-47% now.

Table 11:

Q. How requently do you discuss each o the ollowing with your riends, amily, and workplace colleagues?

Topics discussed 2011 % Trailing

Millennials %

Leading

Millennials %


Newspapers 53 47 53 57 53 55

Music 47 61 52 41 35 42

Social networking sites 47 60 51 46 32 45

Television Shows 46 55 48 39 44 48

Websites 41 50 45 39 32 37Movies 33 47 36 29 18 32

Books 33 44 33 32 22 33

Advertisements 31 32 36 31 26 35

Magazines 28 31 28 28 24 38

Downloadable apps or my smartphone/mobile

device

21 32 23 17 11 22

Videogames (handhelds, PC, console, mobile/

cellular phone)

20 30 22 16 12 23

Radio programming 20 24 23 19 16 21

Virtual worlds 15 21 15 13 9 22



Future media attitudes andexpectations

Overall, consumers show a strong interest in a variety o

uture technology/media. The expectation is or being

able to access inormation according to preerence

anywhere-anytime on their avorite device.

Boomers interest tends to skew lower in the same, but

surprisingly is not ar behind (see Table 12 below).

There is very signifcant interest in able to have

convergence o television, internet, video and several

content (see Table 13 below).

Table 12:

Q. Listed below are several new areas o technology/media that may or may not be developed in the uture.

For each one, please rate how desirable it is to you.

Future media expectations 2011 % Trailing

Millennials %

Leading

Millennials %


The ability to move my music, television shows,

pod casts, movies, etc. to any devices and

platorms without any problems.

72 75 74 73 62 73

Books,magazinesandnewspapers-allbe

available online, to be downloaded onto PC,

portable or handheld device.

69 73 72 67 65 72

When in a store, the ability to access product

inormation (i.e., competitive pricing,

ingredients, location etc.) or a product I'm

interested in buying by simply scanning a bar

code with my hand-held device.

69 73 71 69 63 66

An application that alerts me to upcoming

events (entertainment, restaurants, etc.)

within my geographic location (according to

preferencesIcancustomize)

68 76 70 67 61 68

An application that allows me to access my

Cable TV service through my smartphone

64 71 66 63 55 68

I would like to be able to use my smartphone/

mobile device as a substitute or my credit card

to purchase products

62 69 65 60 55 63

An application that allows me to access my

Cable TV service on my tablet

62 65 68 60 57 63


18/2018

Table 13:

Q. Please indicate how much you agree or disagree with the ollowing statements


Summary o agree strongly/somewhat

2011 % Trailing

Millennials %

Leading

Millennials %


I would like to be able to easily connect my

home television (plasma, LCD, etc.) to the

Internet so that I can view videos or downloadedcontent rom the Internet on my television, or

view anything at all that I have on my PC

84 86 88 84 76 85


20/20

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The State of Media Democracy - India