Digital Media Consumption Overtakes Traditional TV: Survey

The results show a strong contrast between the two media and a gradual but consistent trend in favour of digital media consumption

A majority of 20 per cent of respondents stated that they watch television for one to two hours on a typical day, as per the Axis My India Survey. Additionally, 18 per cent watch television for 30 minutes to an hour.  About 19 per cent of those who use digital media reported spend one to two hours every day on the internet on an average.

The report highlighted that 16 per cent  of respondents indicated that they like to spend two to four hours online. TV is watched for 66 minutes on an average each day whereas 105 minutes are spent on digital, it added.  The results show a strong contrast between the two media and a gradual but consistent trend in favour of digital media consumption.

The survey goes even farther to examine consumer awareness of and involvement in social networking applications with a video emphasis. Customers were also found to visit YouTube, Facebook, Instagram, and Sharechat the most among video-focused social networking applications.

The consumption of media stayed the same for 58 per cent of respondents, according to other important data. 20 per cent of families have seen an increase in consumption, resulting in a three percentage point drop in consumption from the previous month.

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