The state of media democracy India

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Team -8 Aparna Trivedi & Akshat Sinha

INTRODUCTION This report is a survey (2011 year-end), done by Deloitte, which endeavors to capture the general sentiments of the people about their choice of media. Entertainment and Media industry has grown tremendously since 2007, particularly in developing countries. Digital media channels are on the rise and so are the sources of entertainment. This report focuses on four generations and five distinct age groups, and provides a glimpse on how Consumers between the ages of 14 and 75 are interacting with media, entertainment, advertising and informationand what their preferences might be in the future. The age buckets were as follows: Millennial: Trailing Millennial - 14-22 years; Leading Millennial - 23-28 years; Generation X - 29-45 years; Boomers - 46-64 years; Matures - 65-75 years

CONTENT & ANALYSIS;

The state of media democracy India Millennials 1 1 Preferred entertainment source: Generation X Boomers Reading Newspaper (printed/online) Matures Reading Newspaper (printed/online)

Preferred entertainment source: T.V & Internet for personal use Internet for personal use

2 2.1 most influential Other activities while watching TV: Internet Traffic drivers:

2.2

2.3 Content 3 3.1

Overall advertising : T.V & Online T.V & Newspapers & Advertising Newspaper TV Emailing and Talking on just watching reading phone and or T.V and Newspaper/ just watching emailing doing job work T.V Ad in Ad in Seeing an ad in Newspaper and Newspaper and Newspaper and search engine search engine T.V results results The internet economy: Using Search Using Search using search Engines and Engines and engines and IM Emailing Emailing Desktop/laptop Desktop/laptop Desktop/laptop

Newspaper & T.V Just watching T.V search engine results and Ad in newspapers

3.2

which online activity you do the most what means you use to make online payment

Using Search Engines and Emailing Desktop/laptop

4 4.1 what all media equipment do you own which media equipment you value the most Mobile & Desktop

Media Products : Mobile & laptop Mobile & Desktop Mobile & Desktop

4.2

laptop

laptop

Mobile Phone

laptop

The state of media democracy India Millennials 5 which media 5.1 service you purchase Mobile Phone & Newspaper subscription Generation X Media Services : Newspaper (online & print) and Mobile Newspaper and Mobile Newspaper and Mobile Boomers Matures

6 most used 6.1 mobile application most 6.2 discussed media Content Talking on phone and Text Messaging Social Networking & Newspaper

Mobile Phones & Use of Mobile Apps : Talking on phone and Text Messaging Talking on phone and Text Messaging Talking on phone and Text Messaging

Newspapers

Newspapers

Newspapers

7 An application that alerts me to upcoming events within my geographic location. And the ability to move music, television shows, movies, etc. to devices without any problems.

Future Expectations

7.1

future media expectations

The ability to move music, television shows, movies, etc. to devices without any problems. And When in a store, the ability to access product information by simply scanning a bar code with hand-held device.

The ability to move music, television shows, movies, etc. to devices without any problems. And When in a store, the ability to access product information by simply scanning a bar code with hand-held device.

The ability to move music, television shows, movies, etc. to devices without any problems. And Books, magazines and newspapers - all be available online, to be downloaded onto PC or handheld device.

CONCLUSION: Millennial this is the group, which either studies in college or has started working recently. They are mostly more tech savvy and thus are far more comfortable using advanced technology. For them internet is the means through which they cater to their needs of Social Networking, online reading, using search engine. They need mobile phones primarily for texting and Instant Messaging (IM). Generation X this group consists of people who are mostly married are neck deep in their jobs. They are more into Reading and thus use their Laptops for reading Newspapers online. They use Internet mostly for Emailing and for the follow up search for the ads they saw in Newspapers or on T.V. They use mobiles only for talking and sometimes for texting. Boomers People in this group are in late 40s and are loaded with major household responsibilities. They dont have much time for online social networking. For them, their most important media device is mobile as they are more into talking on phone, rather than texting. They rely on Newspapers and T.V for news and advertisements. They probably own only Desktops. Matures People in this group are mostly retired personnels and are free from the responsibilities of the household. They have plenty of free time and thus try every form of media. They indulge in internet surfing, emailing, instant messaging on phones and viewing ads on T.V or following the search on internet. They probably own laptops too.