59 per cent of Indians prefer watching movies at home: survey

MUMBAI: A survey commissioned by electronics major Philips has found that anywhere from 68 to 90 per cent of respondents globally found the home theatre experience "as enjoyable" or "more enjoyable" than going to the movie theatre, especially in Mexico (72 per cent), Brazil (61 per cent), India (59 per cent) and the United States (54 per cent).

The survey was conducted through market research and consulting firm Harris Interactive in 13 countries to explore some of the social connections involved in the consumers' home entertainment habits.The survey found that movies are, in fact, the most popular choice when people invite friends and family over to watch TV, regardless of the country. According to the US respondents, comedies, documentaries and romance movies as the type of films that are best experienced at home. In the Netherlands and Italy 92 to 94 percent of those people prefer movies when it comes to home viewing. France had 96 per cent as die-hard movie fans.

The survey found that the most popular factor that makes people watch movies at home is the comfort of the couch (30 per cent of all respondents), followed closely by saving money (27 per cent). Americans (29 per cent) and Germans (32 per cent) were the ones who were most concerned about the expenditure involved. Respondents also stated control over the viewing experience and being able to be themselves at home were key, motivating factors.

When asked what they would give up for a month for the chance to get a new home theater system for free, leisure shipping with 47 per cent topped the Americans' list. Only 21 per cent Americans said they'd be willing to give up sex. According to the survey, Russians would give up chocolate (52 per cent), drinking (48 per cent) and sex (23 per cent).

Respondents also proved that buying a home theater system is a personal decision and one they wouldn't want their spouse or significant other to make without them. Universally, all regions reported that the at-home movie experience is "more or much more intimate" than the theater, with French respondents having the highest level of agreement (88 per cent of respondents), followed by Spain and Belgium (84 per cent), and the United States (81 per cent). 

The Philips' home entertainment survey was conducted between March and April 2004 in Belgium, Brazil, China, France, Germany, India, Italy, Mexico, the Netherlands, Russia, Spain, the United Kingdom and the United States.

The survey was conducted using an Internet-based survey methodology in Belgium, France, Germany, Italy, the Netherlands, Spain, the United Kingdom, and the United States, using both an online and face-to-face survey methodology within India, using a telephone-based survey methodology in Brazil, China, and Mexico, and using a face-to-face survey methodology in Russia. The study was conducted among the population aged 20-55 that own a television in each country.


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