iWorld

×

Rural India accounts for 50% of active internet users: IRS data

Print and TV also recorded a marginal growth since 2017

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/27/irs_0.jpg?itok=SYwio5xF

MUMBAI: Media Research Users Council (MRUC) chairman Ashish Bhasin, also the CEO of Dentsu Aegis Network Greater South and chairman and CEO of India, has  continuously been mentioning that India is probably the only country where each media is growing—be it TV, or print, or digital. His claims once again found proof in the recently launched Indian Readership Survey Data (for Q1 2019), which shows that despite the sharpest increase being in the digital sector (as compared to data released in 2017), print and television have been holding strong to their positions, strengthening their reach.

The data combines Q2+Q3+Q4 data of IRS 2017 and Q1 fieldwork of IRS 2019 for a sample size of 3.24 lakh households. It indicates a 5 per cent rise in the active internet users in the last one month, when compared to the same period in 2017. While the rise in urban areas was 6 per cent, for rural areas it was 4 per cent. TV viewership and print readership (including newspapers and magazine) also showed a marginal growth. 

Internet penetration has been significant 

One interesting point highlighted in the report is that rural India now accounts for 50 per cent of the active internet users in India and every second person in urban India uses the web. Based on only 2019 Q1 unrolled data, the country now has 384 million active internet users.

IRS Technical Committee chairman Vikram Sakhuja attributed this rise to the advent of Jio that took internet to almost all the households in the country. Bhasin added that other parameters like increased disposable income, and education might also have contributed to the number, while addressing the press. 

Print is still synonymous to authenticity

“While the figures for newspaper readership appear to be almost same, it can be noted that there has been an increase as the sample size was increased in 2019 when compared to 2017, from 3.19 lakh to 3.24 lakh,” noted Sakhuja, as the report was unveiled to the media. 

The total readership saw a marginal increase from 36.8 per cent to 37.3 per cent. However, the average issue readership (AIR) has declined for Hindi and regional dailies, while it remained unchanged for English. The total readership for all the three categories saw a rise. 

The growth of print, despite the majority of population moving to digital mediums, might be surprising but the authenticity associated with the medium can be attributed to the trend, TRA Research CEO N Chandramouli told Indiantelevision.com. 

“Print medium is one of the most effective media platforms when it comes to reader's engagement and reach. It provides authentic facts which sometimes get suppressed by digital. Also, regional print media plays a significant role in today's time. 2018 was bit challenging for print players due to rise in printing cost and other government issues, but having said that, this newly released data clearly showcases the rise in newspaper readers,” he said. 

Bhasin and Sakhuja also noted during the press briefing that the millennial are making up a major chunk of the print users, as noted during the 2017 survey. 

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/Madhur_Deora.jpg?itok=VaD4Djj1
Paytm's Madhur Deora promited to President

Digital payments leader Paytm, the brand owned by One97 Communications, has today announced that Madhur Deora, currently CFO of Paytm, has been promoted as President of the company.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/abhi.jpg?itok=TawSfVwU
OTT and digital are becoming mainstream for advertisers: MXPlayer's Abhishek Joshi

With five original web-series, Times Internet-owned over-the-top (OTT) service MX Player made its grand entry in the highly contended Indian market. While the new entrant in the market has gained enough traction within six month of its launch, the platform has kept an eye on the most promising...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/airtel.jpg?itok=3RC3wsOj
Airtel plans special box for full converged entertainment & broadband

Sunil Mittal-led Bharti Airtel is significantly upping its direct-to-home (DTH) and broadband business. The leading telecom player is looking at bringing a box which will offer a full converged entertainment as well as the capacity to deliver broadband.

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/hotstar_800.jpg?itok=qGIwCful
Hotstar withdraws as an associate sponsor of IPL

Hotstar, Star India's online streaming platform, has withdrawn as an associate sponsor of the Indian Premier League (IPL).

iWorld Video On Demand
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Paytm_800.jpg?itok=aaA48s4J
Paytm to offer content, news, short videos & live TV from September

Paytm will offer content, news, short videos and live television from September with an aim to increase its monthly active user base to 250 millions.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/anand.jpg?itok=G0rZnb_8
ZEE5 Global kickstarts its partnership with LuLu in the Middle East with their "Celebrating India" Festival

ZEE5 Global has kickstarted its partnership with LuLu, the top retailer in the Middle East, by powering their bi-annual Indian-themed festival “Celebrating India” rolling out across its stores in the UAE, coinciding with the Indian Independence Day. The week-long festival will highlight food,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/13/mxplayer.jpg?itok=adkstlbx
MX Player’s first integrated content partnership proves to be a success

MUMBAI: Carving a niche for themselves in the OTT market, MX Player - India’s largest entertainment platform, believes in curating content that provides ‘Everytainment’ to its viewers. The app which integrates the local media player with a wide library of online content and music on the same...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/13/Alexa-ALTBalaji.jpeg?itok=4ekS97_r
ALTBalaji’s apharan now available for Amazon Alexa users

MUMBAI: “Kehte hain jaane waale laut kar nahin aate. Galat kehte hain!”, this popular dialogue from Apharan on ALTBalaji is just one of the many reasons why, one of the best suspense thrillers in the Indian OTT space enjoys such a high mass appeal. As massification of OTT grips the nation and the...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/13/snapdeal.jpg?itok=B6YmKrkd
Snapdeal launches Voonik’s apparel on its platform

MUMBAI: Snapdeal, India’s leading value-focused marketplace, has launched over 350 products from the fashion brand Voonik on its platform. The products include bestsellers from apparel and footwear categories, including kurtis, tops, dresses and bottom wear for women, and footwear, T-shirt, shirt...

iWorld Telecom

Sign up for our Newsletter

subscribe for latest stories