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Published: Mint dated 6th June, 2011

Indicus Consumer Data Products

The heterogeneitythat characterizes

the modern Indianconsumer has

created a mazethat marketerswould like tounravel in order totarget theirproducts and

services precisely.In this fortnightlyseries, IndicusAnalytics will

present the various

facets of urbanconsumers, acrossgeographies andsocio-economicgroups

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In general, the higher the socio-economic category, the more time spent on media.

Whether it is for leisure or for work, media is accessed more by those with higherincomes and education. Looking at the region-wise trends, there is not muchdifference in time spent on newspapers across consumer segments. However, thewest shows higher preference for the television and the north spends more time thanother regions on the Internet. This could be a result of the proliferation of content in

Hindi, even as font compatibility continues to be an issue for many other Indianlanguages. The highest use of the Internet is seen in Delhi, followed by Chandigarh

and Maharashtra—where the metro population in Mumbai and Pune has taken to themedium in a big way. Apart from the metros, the use of the Internet is highest intowns such as Visakhapatnam, Vadodara and Faridabad.

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Finer segmentation shows the highest use of the Internet is

among households whose chief wage earners are highlyeducated, in their younger years, single or married withoutchildren. These are young, high-income householdsexposed to the latest trends and gadgets, who find it easiestto adapt to changing technology and also depend on the

Internet for national and international news. On the otherhand, television viewing is highest among households

whose chief wage earners are again young, schooleducated businessmen, living in a joint family withoutchildren. In this segment, the presence of senior citizens in

relatively affluent families, compared with others in the low-education segments, makes for higher television viewing.Newspapers are read most by households whose chiefwage earners are highly educated, in the older years,married with married children. Having developed the habitof reading newspapers in their younger days, they still turnto the papers every morning to keep abreast of news. This

is also the segment with the highest time spent on the radio,often tuning in before the newspapers come early in themorning.

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While some segments will continue with

their habits, media preference is set forrapid change. With Internet access oncell phones now becoming cheaper,even lower income households stand tobenefit, although adoption of newer

technology would be predominantlyamong younger members of thehouseholds.