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State of the media democracy



The State of the Media Democracy Survey - India provides a generational ‘reality check’ on how Mediaconsumers are interacting with technology, purchasing products, and responding to advertising, and what they want in the future. The results of the survey reveal insightful information which will be useful for virtually all sectors of the business world including to the enterprises in the advertising world.

The survey focused on consumers between the ages of 14 and 69 which were divided into the following age buckets:

- Trailing Millennials - 14-19 years;
- Leading Millennials - 20-25 years;
Generation X - 26-42 years;
Boomers - 43-61 years;
Matures - 62-69 years.

The survey was commissioned by Deloitte and was fielded in late 2009 by a renowned Research Firm and covered cities in Tier I and II categories. Apart from the Metro cities the other cities covered were Bangalore, Lucknow, Ludhiana, Patna, Surat and Indore.

A combination of upper and middle class people were surveyed in the aforesaid cities by way of face-to-face interviews.

The survey provides keen insights on dozens of evolving trends and detailed data on issues ranging from advertising effectiveness and mobile adoption to social media and internet usage. The results from the survey provide critical insights which can help business enterprises make smart, well-timed business decisions and investments.

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.