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Deloitte: State of the Media Democracy Survey

By Rob Starr, Content Manager,

According to Deloitte’s State of the Media Democracy Survey – India 2012 (the Survey), purchasing products is the least online activity done by those surveyed with only 15% saying they shop online.

The second edition of the Survey, commissioned by Deloitte, employed an online methodology among 2006 consumers across all geographies and age groups. It was focused on four generations and five distinct age groups between the ages of 14 and 75. The survey provides a generational ‘reality check’ and a glimpse on consumer preferences, interaction with technology, purchasing trends, response to advertising and a peek into future preferences.

The Internet boom in India continues its growth run. A large majority of consumers, 72% on an average, use search engines on a daily basis. This has been an amazing change compared with the 2009 Survey where only 17% used search engines. Other top activities include emailing (60%) and instant messaging with friends/family (58%). Email is still the most commonly used format for sharing content with others.

However, television remains the most common way to consume video, TV content and film, followed by the Internet. However, the proportion of consumers multitasking while watching television is substantial, with the most common activities being emailing, reading, and talking over phone. Television (along with newspapers) is rated as the strongest medium for advertising, with two-thirds saying it’s among their top influences on their buying decisions. About 60% Millennials and 69% Boomers are influenced by ads on TV.

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