Media democracy survey decodes the Indian consumer mindset

The Media Democracy Survey provides some interesting insights about consumers' interaction with technology, response to advertising, mobile adoption, social media and Internet usage, as well as expectations about the future.

The survey, first of its kind, carried out by the research firm Deloitte in India in late 2009, covered metros and cities such as Bengaluru, Lucknow, Ludhiana, Patna, Surat and Indore. Around 2,000 people from the upper and middle classes were interviewed face-to-face for the purpose.

Consumers between the ages of 14-69 were taken into consideration. These were further divided into the following age brackets: Trailing Millennials = 14-19 years; Leading Millennials = 20-25 years; Generation X = 26-42 years; Boomers = 43-61 years; Matures = 62-69 years.

Among the various sources of entertainment -- which include television, radio, films, newspapers, magazines and the Internet -- around 92 per cent of the population, across age groups, rates television as the favourite medium. This may be because television has a wider reach, compared to the other mediums. The second most preferred medium is newspapers. Unlike Western countries, Indians read the daily newspaper with utmost interest and sincerity. Almost 63 per cent of Generation X and 68 per cent of Boomers go through their daily newspapers religiously.

The younger generation prefers going to movies, listening to music and the radio; their inclination towards technology is decipherable too. The current trends suggest that men are more technology-driven compared to women.

The newer technologies raise expectations among all age groups, irrespective of gender. People familiar with these technologies wish their devices could provide them features such as GPS, to enable them to locate friends, shops or hotels. Other expectations are music and video portability, getting product info by scanning barcode on the mobile phone and online availability of books and newspapers. Many have shown interest in 3D televisions, and in technology that enables them to buy products on TV, featured in commercials.

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