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The state of media democracy – India

Changing the game


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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 contributes—not 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 information - and 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.