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The state of media democracy India Changing the game

August 2012 www.deloitte.com/in

Contents

Introduction 3 Key Findings Preferred source of entertainment Overall Advertising Most influential Dawn of the internet economy Media products Ownership and preference Media services Subscriptions and preferences Mobile Phones Use of mobile applications Viral/Social activities Future Media Attitudes and Expectations 4 5 6 9 11 13 14 16 17

Introduction

This is the second edition of The State of the Media Democracy Survey India (the Survey). The Survey was carried out late 2011/early 2012 and provides a generational reality check on consumer preferences, interaction with technology, purchasing trends, response to advertising and a peek into future preferences. This is an age in which everybody contributesnot just the traditional media companies. Empowered by new technologies, customers now vote through their actions for new genre of content, new access devices, distribution platforms, advertising models, and pricing schemes. Focusing on four generations and five distinct age groups, the survey 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: 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 fielded by an independent research firm, the survey employed an online methodology among 2006 consumers across all geographies and age groups. The constituents of the Media Industry with sectors as disparate as publishing, film production, broadcasting, telecommunications and device manufacture continue

to help us shape the survey globally. This publication contains a snapshot of some of the results of the survey and is presented in a synopsis form containing certain key and unique findings.

The State of Media Democracy India Changing the game

Key findings

Key findings of the Survey include the following: Younger consumers are far more comfortable using advanced technologies, as we might expect. They are more likely to consume media in new formats. 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 of an entertainment device than their television. Television still dominates as a media source and remains the most common way to consume video, television content and film. However, the proportion of consumers multitasking while watching television is substantial, with the most common activities being emailing, reading, and talking over a mobile phone. Newspapers continue to be a broadly consumed and highly regarded media source, both in terms of preference for content, and as an influential advertising source. Findings are slightly different for magazines overall, a similar proportion of consumers have read a magazine in the past six months, and household magazine subscriptions are fairly common. However, affinity for magazines is considerable lower than TV or newspapers, and theyre regarded as much less influential with regard to advertising Overall engagement with social networking (with regard to maintaining a profile) stands at 77%. With significant adoption across all age cohorts in recent years, social networking is well established as an entertainment and social medium. However, the

emergence of product usage recommendations and influence with regard to advertising, establishing brand identity, and as a vehicle for pushing website traffic is also on the rise. While email is still the most commonly used format for sharing print content with others, social networking is considered nearly as important and commonly used channel for dissemination of content among friends (facilitated most commonly by posting to one's page or by selecting the 'like' or 'share' button when reading online content). There is a strong presence of new digital formats for movie/video content (beyond traditional TV/cable/ satellite/DVD/VCR/Blu-ray), e.g. digital streaming. 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. Influence of advertising appears to correlate with media consumption. Older generations are more likely to be influenced by newspaper and magazine advertising and younger generations by mobile device advertising. This reflects the devices they are most likely to use. Combining online and offline research before deciding where to purchase is important for the majority of consumers. The majority of consumers reports learning about a new product for the first time online, and nearly most have bought a product as a result of reading an online recommendation.

Preferred sources of entertainment


The global trends of digitization and convergence are predominant in India and are evident from the Survey. Younger consumers are far more comfortable using advanced technology, as we might expect. They are more likely to consume media in new formats. The survey results for 2011 when compared to the 2009 Survey results support the above statement. For example, during the 2009 Survey, on an average 5% of the consumers preferred using the Internet for social or personal interests, whereas in the 2011 Survey the percentage is as high as 51%. An increase which makes use of internet the most preferred source of entertainment on par with television on an overall basis, with differences in preferences evident between the age group (see Table 1 below). Another interesting fact is that nearly 49% of Boomers prefer using the internet, whereas during the 2009 Survey none of the Boomers preferred this source of media. Reading the newspapers is still the preferred medium, relegated to the third place after the internet overtook the television to be at the top spot, when compared to the 2009 Survey. Indians, unlike as in the western countries, prefer to read their daily newspapers with their morning cup of tea. This reading habit is more visible in Generation X and above, with the maximum score of 59% by Boomers. Listening to music, followed by reading books and magazine, and to a lesser extent, going to the movies, create a remaining tier of preferred media.

Table 1: Q. For the following types of media please rank your top 3 with 1 being the most preferred. Preferred source of entertainment Using the Internet for social or personal interests Watching television (on any device) Reading newspapers (either printed or online) Listening to music (using any device) Reading books (either physical books or via an e-book reader/online) Reading magazines (either printed or online) Going to the movies Playing videogames (handhelds, PC, console, mobile / cellular /smartphone , online) Listening to the radio (any format/device) 2011 % 51 51 46 37 26 26 24 14 12 Trailing Millennials % 51 48 29 43 27 21 32 21 13 Leading Millennials % 53 51 44 38 23 18 36 14 11 Xers % 53 52 51 37 27 26 20 10 14 Boomers % 49 56 59 33 25 33 14 9 9 Matures % 42 49 52 30 27 36 23 14 14

The State of Media Democracy India Changing the game

Overall advertising Most influential


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 for advertising, with two-thirds saying its among their top influences on their buying decisions. 60% Millennials and 69% Boomers are influenced by advertising on television (see Table 2 below). Newspapers are a close second, driven by the older age groups, 74% of Boomers are influenced by print advertising. Newspapers continue to be a broadly consumed and highly regarded media source, both in terms of preference for content, and as an influential advertising source. The vast majority of consumers continue to read magazines, despite access to the same/ similar content online. However, the proportion of 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 traffic 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 following media, which three have the greatest influence on your buying decision? Influential advertising Television (cable, satellite, broadcast or fiber optic) Newspapers Online Mobile/Cellular/Smartphone Magazines Billboards or outdoor advertising In-theater advertising (pre-movie) Radio Downloadable app on mobile device Tablet 2011 % 64 63 53 34 32 15 9 8 6 4 Trailing Millennials % 60 55 56 44 25 11 11 8 6 4 Leading Millennials % 60 56 58 38 25 14 10 9 5 5 Xers % 66 66 54 29 31 18 8 7 6 4 Boomers % 69 74 46 25 43 17 5 8 4 2 Matures % 56 68 40 34 45 12 11 5 7 6

Table 3: Q. Which are things you typically do while watching your TV? Among total India consumers Email - read, write, send or receive Read a print newspaper Talk with others on a mobile/cellular/smartphone Do homework / work for your job Talk with others on a land line phone Listen to music IM or text messaging with friends Read books Go online - surf Websites, general Internet use Read a print magazine Spending time on a social networking site Using a social networking site to communicate 'real time' with friends Using downloadable applications on my smartphone or mobile device Watch YouTube or other video streaming sites Participate by phone or the Internet with something that is currently on my television (e.g., voting as part of a television program, evening news polls, contests, etc.) Play videogames (any platform) Purchasing products online Micro-blogging Nothing else - just watching TV 2011 % 32 30 30 28 24 23 22 22 22 21 19 16 13 13 12 Trailing Millennials % 31 32 26 32 21 24 28 27 21 18 21 18 19 13 11 Leading Millennials % 37 24 29 25 22 26 26 18 24 15 20 20 16 17 11 Xers % 32 30 34 30 25 22 19 22 27 20 20 16 12 15 12 Boomers % 31 31 28 24 27 21 14 19 17 26 16 12 7 9 10 Matures % 25 25 28 19 18 20 19 22 14 28 12 11 9 9 16

11 11 9 33

16 10 10 31

12 13 10 30

12 13 9 33

7 10 6 36

6 8 9 34

The State of Media Democracy India Changing the game

Table 4: Q. How often would you say you visit websites as a result of the following? Among total India consumers Summary of frequently/occasionally Seeing an advertisement in newspapers Results from using Internet search engines Seeing an advertisement on TV Seeing an advertisement in magazines Noticing a product or service placed within television shows and movies that I watch Advertising I see at other Websites Someone's online recommendation Seeing an advertisement in social networking sites Sales and product offers I receive in emails Seeing an advertisement outdoors (billboard, bus ad, etc.) Seeing an advertisement at a movie theater Hearing an advertisement on the radio Seeing advertising or products placed within a downloadable app on my mobile device Seeing advertising or products placed within online virtual worlds Seeing an advertisement on a DVD / Blu-ray disc Seeing an advertisement in a videogame 2011 % 93 93 92 90 87 87 87 85 85 84 77 75 71 63 61 60 Trailing Millennials % 90 90 92 87 88 87 86 86 84 83 79 73 79 72 68 65 Leading Millennials % 95 95 94 93 89 91 91 90 88 86 84 81 76 70 66 70 Xers % 96 95 93 92 89 89 89 86 85 86 80 78 72 61 63 60 Boomers % 92 91 90 89 82 82 80 76 85 83 65 69 55 47 44 45 Matures % 90 94 86 90 84 87 86 86 84 85 70 72 73 62 61 58

Dawn of the internet economy

The internet boom in India continues its growth run. The majority of consumers anticipate that the role of the Internet will continue to play an increasing role in movie/ television content viewing. Consumers perceive using the Internet as their most favorite media source, along with Television. A large majority of consumers, 72% on an average, are using search engines on a daily basis. This has been an amazing change as compared to the results of 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 but is particularly low among Millennials, as sharing via social network is their preferred medium (see Table 5 below). Consumers are actively using the Internet to learn of 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 of consumers have used a computer to make a purchase within the past year, with the smartphone fast catching up (see Table 6 below)

Table 5: Q. How often would you say you are doing the following online activities? Internet activities Using search engines Emailing with friends or family Instant messaging with friends or family Reading about local news, weather or current events Socializing (via social networking sites, chat rooms or message boards) Reading national/world news, weather or current events Watching TV programs Watching/listening to content created by others (Web sites, photos, videos, music and blogs) Seeking personal interest information (entertainment, travel/leisure, hobbies) Reading/watching sports content Using my computer's microphone to conduct audio chats or Internet phone calls Creating personal content for others to see (web sites, photos, videos, music and blogs) Seeking product reviews, conducting shopping research Online gaming Participating in online virtual worlds Purchasing products 2011 % 72 60 58 51 50 48 46 40 39 39 31 29 28 20 19 15 Trailing Millennials % 70 51 58 51 58 46 50 52 46 44 37 37 35 25 26 18 Leading Millennials % 71 59 60 49 53 49 45 43 44 42 34 33 29 22 23 15 Xers % 76 63 61 52 49 47 44 34 38 37 30 26 25 20 17 15 Boomers % 73 66 54 50 38 48 45 30 30 33 21 20 22 10 12 11 Matures % 62 60 54 56 43 53 46 41 39 35 36 31 30 20 21 16

The State of Media Democracy India Changing the game

Table 6: Q. Which of the following have you used to make a purchase in the past year? Among total India consumers Desktop/Laptop/netbook (NET) Smartphone Television Home phone Tablet Videogame / console system None of the above 2011 % 76 34 31 26 13 10 8 Trailing Millennials % 77 33 32 26 12 12 9 Leading Millennials % 79 39 37 23 16 10 5 Xers % 73 35 31 24 14 9 8 Boomers % 75 27 27 31 9 6 12 Matures % 74 36 26 29 20 8 8

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Media products Ownership and preference


A media devices overall relevance in the marketplace can be measured by understanding the prevalence of 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 flat panel televisions also remain the most valued products owned (see Table 7 below). Tablets join the ranks of most valued products, despite low ownership levels overall (see Table 8 below).

Table 7: Q. Which of the following media or home entertainment equipment does your household own? Media ownership and preference Mobile/Smartphone Desktop computer Laptop/netbook computer Digital camera or camcorder (separate from your mobile/cellular phone) Flat Panel TV Flat Panel TV (LCD or Plasma) 3-D capable TV Radio (traditional AM/FM radio) Stereo system Portable DVD player Standalone DVD player (in the home) Computer network/router in your home for wireless computer/laptop usage Videogame / console system Non-Flat Panel TV (CRT or Tube TV) Digital Video Recorder (DVR) Tablet E-book Reader HD Radio player 2011 % 82 74 68 61 51 47 9 45 44 38 34 32 22 28 19 15 12 7 Trailing Millennials % 80 75 60 53 39 36 9 44 36 32 31 33 26 29 17 14 13 6 Leading Millennials % 79 70 65 57 49 45 8 40 36 36 29 30 20 26 16 17 13 8 Xers % 84 72 73 67 57 53 9 45 46 42 38 30 23 29 20 16 11 8 Boomers % 86 80 73 65 57 53 8 53 55 41 36 35 17 30 20 13 10 6 Matures % 83 77 74 62 59 52 13 38 45 33 32 29 22 25 25 25 17 7

The State of Media Democracy India Changing the game

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Table 8: Q. Of the products you indicated you own, which 3 do you value the most? 2011 Total Rank 1 2 3 4 5 6 7 Total % 51 43 41 31 28 20 10 Trailing Mills % 49 49 46 24 25 20 11 Leading Mills % 52 38 40 28 27 20 11 Xers % 54 37 36 35 32 23 10 Boomers % 49 48 50 34 22 19 10 Matures % 47 40 30 35 34 14 8

Among total India consumers % ranked in Top 3 Laptop/netbook computer Desktop computer Mobile/Cellular phone (basic phone for calling and texting ) Flat Panel TV (LCD or Plasma) Smartphone Digital camera or camcorder (separate from your mobile/cellular phone) Non-Flat Panel TV (CRT or Tube TV)

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Media services Subscriptions and preferences


Subscription to mobile (79%) and newspaper (78%) services are the leading media services preferred for subscription. 31% of Leading Millennials and 35% of Matures are significantly more interested in online newspaper and magazine subscriptions compared to other age groups. Despite steady increases in the usage and preference for online/streaming sources of content, the vast majority of consumers have no plans to cancel their cable/satellite/ fiber service anytime soon. Other area of subscription is PC gaming and mobile phone service. More than one third of Millennials (36%) purchase a PC gaming subscription (see Table 9 below).

Table 9: Q. Which of the following services does your household purchase? Media Subscription Mobile phone Newspaper subscriptions (traditional printed newspapers) Cable Television (basic, premium, digital, or high definition) Magazine suscriptions (traditional printed magazines) Traditional land-line telephone service from a phone company Pay/PPV/VoD (NET) Pay TV Video on Demand programs Pay-Per-View movies Satellite TV (basic, premium, digital or high definition) Broadband DSL Internet Access Mobile internet access other than data plan on a cell phone Broadband Cable Internet Access Monthly data plan for digital devices PC gaming (subscription to play an online game) Streaming video service Ringtone subscriptions Online newspaper subscription Online magazine subscription Mobile Television Telephone service through a cable television provider Dial-up Internet Access Online subscription music services Subscribe to television shows/series via online outlets 2011 % 79 78 68 57 52 48 31 23 20 44 42 39 37 34 27 27 26 25 25 17 17 16 16 16 Trailing Millennials % 80 75 68 50 41 44 22 24 18 40 39 45 37 35 36 30 29 26 25 20 17 22 16 16 Leading Millennials % 79 77 68 49 43 45 30 23 19 43 40 44 40 38 37 32 29 31 31 21 20 20 16 16 Xers % 78 79 68 59 53 52 38 23 21 48 43 38 36 34 24 27 27 25 24 13 18 12 16 15 Boomers % 78 83 69 66 66 50 33 18 23 41 44 30 39 30 15 19 21 19 17 13 13 13 15 15 Matures % 76 79 62 67 60 53 30 32 20 51 46 40 32 34 23 22 19 35 34 22 18 16 17 17

The State of Media Democracy India Changing the game

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Mobile phones Use of mobile applications


Engagement with several advanced smart features is redefining the utility of 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 of the mobile phones for talking and messaging leads the pack with nearly 92-94% of the consumers voting for it. Use of advanced Internet and media features like playing games, updating social network page, mobile online search and acquiring new apps skews highest among Millennials. Nearly seven-in-ten consumers have downloaded an app to their smartphone, tablet, or PC, driven primarily by Millennials, with a significant drop-off in behavior among Boomers (see Table 10 below). Second-tier features include listening to music, viewing photos or video, internet access, digital camera and email, with at least two-thirds of 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. Nearly two-thirds of smartphone owners have used their smartphone as a replacement for their laptop while away from home. With the entire gamut of features in one place, the consumers who currently do not own a smartphone have very strong interest to purchase in the near future.

14 14

Table 10: Q. Thinking about the features included on your mobile/cellular phone or 'smartphone' (such as an Apple iPhone, RIM Blackberry, etc.), please select how frequently you use each feature listed below. Mobile phones - Use of mobile applications Talking on the phone Text messaging Listen to music Viewing photos or video Digital camera (still pictures) Video camera Internet access Email Playing games Update social networking page Mobile online search Acquiring new applications (i.e., 'apps') to my phone Receive news, sports, weather and traffic updates through text messaging Download ringtones Online banking Watch professionally created content (television, movies, news) Viewing or editing documents for business or school Using GPS (global positioning service) for directions to a location Using my phone to read product reviews while shopping in a retail store Purchase products 2011 % 94 92 85 83 82 77 76 73 68 61 58 54 53 52 45 41 41 40 35 33 Trailing Millennials % 93 92 88 87 81 79 83 76 78 74 68 65 55 57 37 49 48 40 44 31 Leading Millennials % 91 92 88 86 80 78 79 77 78 70 68 64 56 56 51 49 48 50 41 36 Xers % 96 93 84 84 86 80 78 76 71 58 55 51 54 52 49 38 40 40 31 34 Boomers % 96 90 80 74 78 71 65 65 49 46 43 39 49 44 41 28 28 32 26 27 Matures % 90 87 78 81 82 76 70 68 59 53 53 55 48 51 52 45 42 40 40 44

The State of Media Democracy India Changing the game

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Viral/Social activities

Newspapers (53%) are the most talked about media topic among consumers, followed 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 of media topics, including music, social networking, television, websites, movies, books, apps, videogames and virtual worlds.

Interestingly, with the advancement of 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 frequently do you discuss each of the following with your friends, family, and workplace colleagues? Topics discussed Newspapers Music Social networking sites Television Shows Websites Movies Books Advertisements Magazines Downloadable apps for my smartphone/mobile device Videogames (handhelds, PC, console, mobile/ cellular phone) Radio programming Virtual worlds 2011 % 53 47 47 46 41 33 33 31 28 21 20 20 15 Trailing Millennials % 47 61 60 55 50 47 44 32 31 32 30 24 21 Leading Millennials % 53 52 51 48 45 36 33 36 28 23 22 23 15 Xers % 57 41 46 39 39 29 32 31 28 17 16 19 13 Boomers % 53 35 32 44 32 18 22 26 24 11 12 16 9 Matures % 55 42 45 48 37 32 33 35 38 22 23 21 22

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Future media attitudes and expectations


Overall, consumers show a strong interest in a variety of future technology/media. The expectation is for being able to access information according to preference anywhere-anytime on their favorite device. Boomers interest tends to skew lower in the same, but surprisingly is not far behind (see Table 12 below). Table 12: Q. Listed below are several new areas of technology/media that may or may not be developed in the future. For each one, please rate how desirable it is to you. Future media expectations The ability to move my music, television shows, pod casts, movies, etc. to any devices and platforms without any problems. Books, magazines and newspapers - all be available online, to be downloaded onto PC, portable or handheld device. When in a store, the ability to access product information (i.e., competitive pricing, ingredients, location etc.) for a product I'm interested in buying by simply scanning a bar code with my hand-held device. An application that alerts me to upcoming events (entertainment, restaurants, etc.) within my geographic location (according to preferences I can customize) An application that allows me to access my Cable TV service through my smartphone I would like to be able to use my smartphone/ mobile device as a substitute for my credit card to purchase products An application that allows me to access my Cable TV service on my tablet 2011 % 72 Trailing Millennials % 75 Leading Millennials % 74 Xers % 73 Boomers % 62 Matures % 73 There is very significant interest in able to have convergence of television, internet, video and several content (see Table 13 below).

69

73

72

67

65

72

69

73

71

69

63

66

68

76

70

67

61

68

64 62

71 69

66 65

63 60

55 55

68 63

62

65

68

60

57

63

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Table 13: Q. Please indicate how much you agree or disagree with the following statements Among total India consumers Summary of agree strongly/somewhat 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 downloaded content from the Internet on my television, or view anything at all that I have on my PC 2011 % 84 Trailing Millennials % 86 Leading Millennials % 88 Xers % 84 Boomers % 76 Matures % 85

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The State of Media Democracy India Changing the game

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