People in India to engage with media more than ever in 2018: eMarketer

More people will engage with the media in India in 2018 than ever before, and the media time spent will grow more than ever before. Media use is showing no sign of levelling off in India, where, while digital continue to grow apace, traditional mediums remain strong, says eMarketer’s latest time spent with media forecast. It also avers that continue growth is expected to happen in India on this front.

eMarketer expects adults in India will spend 4 hours, 34 minutes each day watching, streaming, reading and listening to media in 2018. This is an increase of 20 minutes over last year and up from 2 hours, 52 minutes in 2013. By 2020, the total will reach 5 hours, 10 minutes.

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TV stands firm in India

In many territories eMarketer tracks, the use of traditional media has been levelling off, but not in India, where TV in particular holds its own. In 2018, eMarketer expects TV will command a 56.9% share of media time among the adult population overall, equating to 2 hours, 36 minutes daily. Among the TV-viewing population, the average time spent watching TV will reach 3 hours, 33 minutes in 2018.

As TV and digital time spent continue to rise in India, neither are growing at the expense of other traditional outlets [print and radio]… the appetite for entertainment and media is expanding, especially among those who gain access to TV or mobile internet for the first time: Christopher Bendtsen, Senior Analyst – eMarketer

Digital, Smartphone grow overall media time

A growing use of digital media has also helped to bolster overall media time. This year, adults in India will spend 1 hour, 24 minutes per day with digital devices — more than double the total from five years ago.

Smartphone usage has also climbed in India thanks to increased connectivity in rural India, along with more affordable data plans across the country. While smartphone penetration overall in India is still relatively low (just 29.1% of the adult population), those that use smartphones use them a lot. eMarketer predicts smartphone users will spend 2 hours, 39 minutes daily with their handsets in 2018.

Image-of-Christopher-Bendtsen-eMarketer-MediaBrief.com“As TV and digital time spent continue to rise in India, neither are growing at the expense of other traditional outlets [print and radio],” said Christopher Bendtsen, senior forecasting analyst at eMarketer. “The gains are all additive, meaning the appetite for entertainment and media is expanding, especially among those who gain access to TV or mobile internet for the first time.”

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