Ignore Online Audience At Your Peril: Survey

Exchange4Media.com: A survey indicates that Internet is a permanent part of media consumption habits in India along with TV and print. A 30 per cent are online for more than 20 hours a week, 34 per cent spend 5-10 hours a week watching television, and 32 per cent are reading newspapers for 3-5 hours a week. These are the revelations of a survey by Internet and Online Association (IOA), a not-for-profit industry trade organisation, which studied Internet user’s proclivity for the entertainment industry.
IOA President Preeti Desai said, “The Indian entertainment industry stands at over Rs 20,000 crore ($4.5 bilion) and is expected to reach Rs 45,000 crore ($10.2 billion) by 2009. Film marketers already have a substantial presence online but do not promote their films online with almost negligible focus on advertising related film related e-commerce (online ticketing, film merchandise inclusive of audio and video VCD’s and DVD’s, posters and star clothes.” The research was undertaken with a view to empower this sector with actual statistics and to create a realisation among movie house and film channels that their prime demographic is online and they need to look at online marketing.

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