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SPECIAL:Internet continues to grow rapidly. Reach of television increases marginally: IRS 01R2

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SPECIAL:Internet continues to grow rapidly. Reach of television increases marginally: IRS 01R2

For those who thought that Internet medium has gone under, here's some important news. According to recently released Indian Readership Survey (2001, Round 2), Internet has grown by a phenomenal 33%, over the last round. And that the number of Internet audience has swelled to 56 lakhs! Is net part of your communication plan, yet?

Television continued to inch forward, expanding its reach by 1.3% to reach 50.6% individuals in India.

Internet - Gathering critical mass
With over 56 lakh subscribers, Internet is no longer a medium that can be ignored from communication plans. What is remarkable from the breakup below is that the growth is almost uniform across town clusters. This implies that both large and small cities are equally getting plugged to net.

No. of Internet Users as per IRS 01R2
Town Class Round-07 Round -08
10 Lakh + 1873 2494
5 - 10 Lakh 701 936
1 - 5 Lakh 370 498
50,000 - 1 Lakh 544 737

(Figures in '000)

Press readership stabilizes
In press, Top-10 titles have remained the same with some changes in the rankings between them. Dainik Bhaskar still leads the rest with a readership of 1.29 crore readers (U+R). Dainik Jagran has improved readership and moved to the second place displacing Daily Thanthi to the third place. Amar Ujala has also shown an improvement in the ranking by moving to the 7th place from its earlier position of 9th. The rankings are the same in Urban India also.

Top 10 Dailies - All India Urban
    (Lakh Readers)
1. Dainik Bhaskar 75.38
2. 2. Dainik Jagran 62.17
3. Times of India 55.89
4. Daily Thanthi 50.74
5. Eenadu 46.53
6. Lokmat 38.83
7. Amar Ujala 38.50
8. Navbharat 38.50
9. Gujarat Samachar 37.19
10. Ananda Bazar Patrika 36.99

India Today (English) continues to be the most read magazine in Urban India followed by Grihasobha (Hindi). The Hindi Edition of India Today emerges to be the third most read magazine in Urban India. Kumudam and Pratiyogita Darpan have edged into the 9th and 10th place respectively in place of Cricket Samrat and General Knowledge Today in IRS 2001 R1.

Demographic churn continues. Marginal increase in SEC AB population.
IRS has noted a small shift in the population towards the higher SECs. SEC AB has increased to 7.5% of the total population from an earlier 7.2%. SEC CD&E have reduced by 0.3 percentage points. The SEC R1 and R2 in rural have increased from 10.2% to 11.3% while the lower rural SEC population has dropped in percentage.

Another interesting facet of changing social milieu is a small drop in the percentage of Joint families in Urban India from 18.8% to 18.2%. This drop was also recorded in Rural India as joint families dropped from 23.4% to 21.8%. There is a consequent increase in the number of nuclear families.

These latest numbers are from IRS 01R2 where total sample size of 2,37,326 respondents was covered. The data represents fieldwork during the full year July' 00-June' 01. The mid-point of the survey is Jan' 1, 2001. Being a continuous survey, the reporting takes place every six months based on a moving annual total.

exchange4media is putting together a special series of analysis where we look at IRS numbers in detail and interpret the trends. Watch this space for this exclusive series...


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