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Media consumption on the internet grows 34.8% [IRS Q2 2012]

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Indian Readership Survey (IRS) for Q2 2012 revealed that Indians are continuing to increase consumption of media online. Internet as a medium of media consumption registered a 34.8% growth on a compound annual basis in the second quarter of 2012 as compared to Q4 2011.

In absolute numbers, nearly 4 crore Indians consumed media online in the 3 months leading up to 30 June 2012.

IRS survey

The strong momentum of increasing online media consumption remains unparalleled across all media platforms. According to IRS, internet readership in Q2 2012 has jumped nearly 41% as compared to Q2 2011. The trends of a growing internet population, rising number of urban and rural mobile internet users and shifting consumer preferences to tablets and smartphones are keeping more Indians online than ever before.

Readership and viewership across most media platforms saw an uptick in Q2 2012. Cinema and Radio viewership and audience had taken a slight tumble in Q1 2012. Cinema viewership grew by a healthy 9.4% while Radio audiences witnessed a 1.9% increase, both on a compound annual basis. Consumption of media from Press remained at similar levels to previous quarters with marginal movements.

Set-top boxes have barged into Indian homes and flexible packages are giving consumers the freedom to be selective. Cable and Satellite (C&S) viewership maintained its upward trend as the platform registered a nearly 12% (CAGR) as compared to Q4 2011.

Television viewership increased by 5% (CAGR), growth levels similar to those witnessed in the previous quarter. The 1st November deadline for compulsory digitization in the top 4 metros is less than a month away and there have been reports about many households not yet ready with set-top boxes.

Commentators fear that the switch to digital TV may not be as seamless as the authorities had earlier planned. A chaotic situation may cause a temporary skew in viewership levels.

Top English Dailies in India

Top English Dailies IRS

Times of India held its position as the most read English Daily in India with 76.43 lakh readers, more than Hindustan Times (HT), The Hindu and The Telegraph combined. The Times Group maintained a dominant presence as India’s leading media house for readership and circulation of English Dailies. TOI, Mumbai Mirror and Economic Times (ET) were three of the group’s publications that featured in IRS’s top 10 list.

The Times Group has an unparalleled presence in various market segments. The Sahu Jain family owned company is home to some of India’s iconic brands including TOI, ET, Mumbai Mirror, Ahmedabad Mirror, Bangalore Mirror, Maharashtra Times, ZigWheels, Indiatimes, Filmfare and Femina in the print and online publishing domain. Radio Mirchi, ET Now, Times Now and Zoom are some of its dominant brands across other platforms. Times Internet Limited recently forayed into the online premium video streaming segment by launching BoxTV.com.

Top Hindi / Local Language Dailies

Top Language dailies

Hindi and other regional language dailies continued to dwarf English dailies. In the second quarter of 2012, Dainik Jagran commanded a readership that was more than the combined readership of TOI, HT, The Hindu, The Telegraph and Deccan Chronicle – The top 5 English dailies. The Hindi language publication remained the highest read daily for the 23rd consecutive time, claimed a website post. Dainik Jagran, Dainik Bhaskar and Hindustan were the top 3 dailies in India.

India Today, the top English magazine in India, saw a 3.65% drop in quarterly readership in Q2 2012 as compared to Q1. Reader’s Digest and Outlook magazine witnessed drops of 3.26% and 1.8% respectively.

[Full IRS Report PDF]

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