India’s National Readership Survey 2006 has something for the digital media space too since it has started tracking online and mobile media consumption.
The survey says there are currently 9.4 million internet users who log in every week, up from 7.2 million users last year. That’s about 30 per cent growth. However, the number in absolute terms is low. These users constitute only 1.2 per cent of India’s 12 years plus population. However, urban India has shown faster growth in Internet reach – from 2.3 per cent to 3.4 per cent, says the survey.
Mobile phones as a medium is but reaching a critical mass. Reach of this medium – as measured by the proportion of the population accessing value-added-features (VAS) at least once a week – has grown from 1.1 per cent last year to 2.7 per cent -
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