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02 June 2022
Indian consumers spend 105 minutes online each day
Digital media planning & buyingTV & Connected TV planning & buyingIndia
Indian consumers now spend an average of 105 minutes online each day compared with 66 minutes watching TV, according to a study by research firm Axis My India.
Why it matters
An increasing preference for digital channels and content suggests that marketers should carefully balance their investment decisions. Television still has a valuable role to play, but a diverse slate of online platforms also have considerable potential for brands seeking to engage different consumer segments.
Sixteen percent of consumers surveyed in Axis My India's Consumer Sentiment Index (CSI) reported spending two to four hours on the internet per day. Twenty percent of consumers reported spending one to two hours watching TV in the same timeframe.
Eighteen percent of respondents reported an average of 30 minutes to one hour watching TV each day, while 19% reported spending one to two hours online.
The most popular social apps used among people surveyed were video-sharing service YouTube, as well as Facebook, Instagram and Sharechat.
Month on month, media consumption remained unchanged for 58% of the panel. Twenty percent of families registered an increase on this metric, translating to a 3% decline compared with the previous month.
The big idea
“[O]ne can witness a slow and steady shift from television to digital media consumption with a higher time spent on digital.” - Pradeep Gupta, chairman and managing director, Axis My India.