The Indian Readership Survey 2014 is out and it shows that even in the age of Internet and mobile, the readership of physical dailies and magazines is still on the rise. Although, Internet as a news consumption medium is showing rapid growth, the physical paper still remains a popular with Indians. The Indian Readership Survey is the largest and most widely accepted platform to understand how Indian readers consume their news and through which channels. Let us look at some of the key findings of the report.
According to the survey, Indian consumers are steadily growing more affluent. the lower strata of the society is decreasing, and consumers are moving up on the affluence scale. In 2014, about 24% Indian consumers owned a Two-wheeler and 22 percent owned a refrigerator. Consumers owning a PC/Laptop (9%) and Car (5%) has also seen a rapid rise. Check out graph (see top) that shows how Indian consumers are slowly moving from bottom half to upper half. The A1 stands for maximum affluence, which E3 stands for lowest affluence. See the shift from year 2013 to year 2014.
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