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State of the Media Democracy Survey – India 2012

Changing the game

  • Only 15% respondents prefer to shop online
  • Both online and offline research important before deciding purchase
  • Majority visited websites after seeing ads in TV, print and billboards
  • Television has the most perceived advertising persuasiveness
  • Multitasking while watching TV has become the new norm

Mumbai, November 2012: Companies in India might be rushing in to tap the e-shopping market, but a lot has to be done to encourage consumer and see more transactions. 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 survey shows that combining online and offline research before deciding what / where to purchase is important for the majority of consumers. Interestingly, majority of consumers visited websites after watching ads in televisions, newspapers, magazines, or even billboards. And undoubtedly, television is still the reigning emperor and has the most perceived advertising persuasiveness across all age groups.

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.  

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.

Newspapers are a close second, driven by the older age groups (74% of Boomers). The vast majority of consumers continue to read magazines, However, affinity for magazines is considerably lower than TV or newspapers, and they’re regarded as much less influential with regard to advertising.

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 but is particularly low among Millennials, as sharing via social network is their preferred medium. 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.

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. Conversations about social networking sites and websites have gained tremendously compared with 2009 Survey where the range was 3-4% compared with 45-47% now. Interestingly, newspapers (53%) are the most talked about media topic among consumers, followed by music (47%) and social networking sites (47%) and television shows (46%).

Among devices, cellphones / smartphones (82%), desktop (74%), laptop (68%), and digital cameras (61%) are the most commonly owned, while laptops, desktops, and flat panel TV sets also remain the most-valued products. Tablets join the ranks of most valued products, despite low ownership levels. Overall, consumers show a strong interest in convergence of television, internet, video and several contents. The expectation is for being able to access information according to preference anywhere-anytime on their favorite device.

To access the report, click here

Notes to the editor
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.

This press release has been given by Deloitte Touche Tohmastu India Private Limited.

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Malika Kumar
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Senior Manager
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