1.

4.1.Data Analysis & Findings

Print vs Digital Media

Print in India
Print media in India seems to be doing pretty well and bucking the global trend of decline in
circulation. According to the Audit Bureau of Circulation (ABC) report in May 2017, print
circulation has grown from 39.1 million copies in 2006 to 62.8 million in 2016 -- a growth of
60% in 10 years. This, while print media is struggling in every major economy across the world.

Growth of media and entertainment in India (Source: Business line)

The above illustration shows the projected growth of all media forms in India from 2017-2020.
While broadcast and print would continue to grow over the next few years, their proportion when
compared to the total size of the media industry would shrink (and would continue to shrink as
digital grows). The reason why print in India is doing particularly well is due to 2 main reasons
--

 Growing literacy rates -- With every state government and the central government
focussing on educational reforms, a lot more Indians are going through formal education today,
than ever before. As this educated workforce comes of age, they will consume more news. Print
being the most affordable of all forms and easily accessible, will continue to see its circulation
grow over the next few years.
 Robust distribution network -- India is one of the very few countries in the world
where the newspaper is delivered to your doorstep every day. This zero-friction availability of
newspapers is a significant contributor to its continued growth.
That being said, India is seeing a surge in smartphone adoption and is expected to hit 500 million
smartphone users over the next 4-5 years.

Projected smartphone users in India 2017-2022. 

This coupled with the internet penetration across India would ease the access to digital news
even in the remotest villages of India. The parallel disruption in the telecom sector would bring
fast data networks across the country at very affordable rates. Also, by 2022, the number of
internet users in rural India would surpass the urban internet users.

Rural / Urban internet users in India 2017-2022. (Source : Business line)

Together, the smartphone adoption and internet penetration present a huge opportunity for digital
news, and in particular vernacular content. On an average, smartphone users in India spend about
200 minutes a day on their smartphones. This is likely to increase as better content and
messaging options evolve. A lot more users would read news primarily on their smartphones
which would have a direct impact on the print circulation. This coupled with increasing raw
material costs of paper and ink, would adversely affect print media in the coming years.

The future of print media in India

While digital media continues its relentless march as the primary medium for content, I think
print media in India would continue to keep its loyal user base (and maybe even grow it) for the
next 3-5 years. However, the current state seems similar to the state of photography in the 90s
and early 2000s. Initially, it was mockery about the medium, followed by a stiff fight for survival
by film photographers and companies. Today, It would be hard to find a photographer who
shoots with film.

During a recent conference, I was discussing the growing circulation of print media in India
with Mr. Vivek (Times Group) He listened patiently and then asked me an intriguing question --
"How many people do you know who are in their 20s and continue to read a newspaper".
Honestly, I couldn't think of a single person.

Digital Media in India

Digital Media is defined as audiovisual media contents and applications that are distributed
directly over the internet. This includes digital video contents (e.g. movies, series and TV
shows), digital music provided as download or internet-stream as well as digital games for
different devices and electronically published content such as eBooks, eMagazines or ePapers

 Revenue in the Digital Media market is projected to reach US$3,323m in 2020.

 The market's largest segment is Video Games with a projected market volume of
US$1,698m in 2020.

 In global comparison, most revenue will be generated in the United States (US$62,818m
in 2020)

India’s media & entertainment (M&E) sector continued its strong growth through 2019, growing
at a percent faster than the Indian economy. Television still reigns supreme, but digital is playing
catch up.

The Big Four accounting and advisory firm has been reporting monumental growth in the sector
for a number of years now, driven by a boom in the amount of online engagement in India’s
substantial population. Last year, the media & entertainment sector grew by 9% to a value of
nearly $26 billion.
Growth is consistent with EY’s previous forecasts of media & entertainment progress. In 2017,
the firm predicted that the sector would reach a value of $35 billion by 2021. The latest estimates
reflect a marginal downward revision and an extension of the time period, with an expectation of
$34 billion by 2022.

Nevertheless, the road to $34 billion over the next two years translates into a remarkable
compound annual growth rate (CAGR) of 10%. The firm also confirmed shifts in the sector
when it comes to consumption patterns, with a predictable rise in digital media consumption.

Under current lockdown conditions, the media & entertainment sector could benefit from
significant growth in consumption as the industry needs to cater the needs of information hungry
Indians. But, as it stands, it remains too soon to determine the exact economic impact of the
pandemic.
ePublishing Revenue
 1. Media Prefered by the readers

Interpretation:

 Out of 100 respondents, 49% preferred both Print as well as Digital medium and not
stand alone
 32% preferred Digital and 19% preferred Print media, this clearly shows that even in
todays time when everything is going digital, print media is not far behind
 People still prefer print media, also both print as well as digital is preferred most

2. Most eye-catching aspect of Print Newspaper according to Readers

Interpretation:
  In a printed newspaper, readers like images the most, along with text colors and layout
 Newspaper being a tangible product it comes handy and readers like to feel it
 Print newspaper can be found everywhere, with a good supply chain and vendors, you
can find newspaper at every corner
 Newspaper being tangible is the most unique aspect when compared with the digital

3. Most eye-catching aspect of Digital Newspaper according to Readers

Interpretation:

 When compared with the printed newspaper, digital newspaper is easy to access and easy
to use
 The content is mostly free with ads, but the problem readers feel is lack of authenticity.
 The layout with good images and themes is liked by the readers
 The online or digital news readers like the crisp content on offer

4. Readers preferred mode of consumption of news

Interpretation:

 News can be consumed by using various mediums, but authentication of news is

important
 Mobile apps and eNewspapers are the most preferred medium with 67% readers
preferring it
 Social media is also a good source of News, but it’s often not verified, it is preferred by
 Print media along with Websites are preferred by 41% readers
 Shockingly, Tv is least preferred by the readers with 37%

5. Time spent by readers reading news in a week

Interpretation:
  Due to ease of availability of news reading platforms reading news is accessible and can
be read from anywhere at any given time
 41% readers read some type of news everyday
 31% readers read news nearly 3 to 6 days a week
 And, 27% readers read it once or twice in a week
 News can be any form of news, from social media to printed newspaper

6. Readers on sharing the news with friends, family and social media

Interpretation:

 When we have some information, we often share it with someone most of the time
 This question helps us to understand if news is shared with friends, family and social
media or not
 85% readers said that they prefer sharing important news with friends, family and social
media
 However, 15% readers do not prefer sharing news with friends, family and social media

7. Readers preferred media company brand

Interpretation:

 There are thousands of brands in India for news, but the top brands over the years mostly
in print media are Times Group or Bennet Coleman and company, Hindustan Times, The
Hindu, The Telegraph, Deccan Cornicle, DNA, DNA, Mumbai Mirror
 Out of these top brands the 60% readers prefer Bennet Coleman and Company (Times
Group) products
 After that, Hindustan times is preferred by the readers.
 Others are all the digital platforms
 The Hindu is also one favorite option with the readers with 10% preference
 We understand that whether it is print or digital medium of news, Highest preference is
given to The Times Group products over all platforms.

8. Main purpose of reading news

Interpretation:
 Different people read newspapers or news in general for different things, this question helps
to find out the main purpose of reading the news
 Headlines is what attracts most readers in a newspaper with a whooping 72% readers reading
the headlines first
 Sports is the second most purpose of reading news with about 10% readers’ choice
 Celebrity news and Politics are also readers favorites with 7% and 6% respectively
 We can see a huge difference in between headlines and other purposes
 This helps us to understand that readers mostly read news for reading headlines

9. Being habituated to reading news on the internet

Interpretation:

 Around 85.7% of respondents claimed to being habituated to reading news on the

internet.

 while only 14.3% of the readers said they never read news online.

10. News apps on smartphones

Interpretation:

 Around 60.3% of respondents are subscribed to one or more News-apps on their smart
phone

11. News updates vs Newspaper

Interpretation:

 News updates are quick reads and can be read within a short span of time, whereas
newspapers are in-depth and gives full information and not just the gist of it.
  News updates are more convenient and saves times, whereby newspapers are more
detailed analysis
 63.5% respondents thought News updates are more convenient in comparison to full
length articles and save more time.
 36.5% respondents still prefer the in-depth detailed analysis of the news paper

Demographics

12. Gender of respondents

Interpretation:

 Out of 100 respondents, 67 or 67% of the readers were males

 Out of 100 respondents 33 or 33% of readers were females

13. Age of Respondents

Interpretation:

 Maximum number of respondents are from the age group of 18-24 years with about 58%
 We can see a diverse age groups of respondents so that the research is across all groups
and not biased
 25-34-year age group are the second most respondents in this survey

14. Location of Respondents

Interpretation:

 Location plays an important part when it comes to decision making

 Availability of products or internet access can influence readers on their preferred choice
of media
 Here, 70% respondents are from Urban areas
 Whereas, 24% respondents are from Suburban areas and
 6% respondents are from Rural areas
 So, the survey is done and covers various the areas possible
 Findings
 Readers prefer both printed as well as digital media

 49% of people find both, digital and print newspapers more convenient to read.

 32% prefer only digital media whereas 19% readers prefer just print media convenient.

 Across the world, print media is facing a serious existential threat. India seems to be one
of the few countries in the world where print circulation is on the rise.
 Readers of print media like its tangibility and ease of availability and the visual aspects of
the printed newspaper.
 Readers of Digital media find digital media easy to use and find it convenient to use
anytime, anywhere.
 Also, Digital media is often liked by readers as it is mostly free of charge and the content
is to the point and crisp.
 Most of the readers like best of both the world, the tangibility and visual aspects of the
printed newspaper and ease of use and accessibility of the digital media.
 The readers most favorite mode of consumption of news is Mobile apps of top media
houses and E- Newspapers, followed by social media, Print media, websites and TV in
that order.
 Majority of readers read some kind of news every day.
 Not only readers prefer reading the news, but sharing the news with friends, family and
over social media is the new trend.
 News preferred by the readers is mostly from top media brands, this is to make sure the
news is authentic, and the trusted brands see a preference over non trusted source of
news.

 The most consumed media brand is Bennett, Coleman and Company Limited, commonly
known as The Times Group this includes the products like The Times of India, The
Economic Times, Maharashtra Times, Mumbai Mirror, ET Now, Mirror Now and other
products

 Online apps and epapers are preferred for their convenience and ease of use. Readers read
these over smartphones, some of these apps are news curator apps, while some others are
from official news sources such as newspapers.

 When it comes to favorite part of the newspaper both digital and print, readers like
reading the headlines to be updated with what’s happening currently