Top Story


Home >> Digital >> Article

IOA releases report on Internet users' proclivity for entertainment industry

Font Size   16
IOA releases report on Internet users' proclivity for entertainment industry

Check out these highlights:

· 94 per cent of the audience lies within the 18-45 age group. A generation accustomed near to instantaneous keeping in touch i.e. via e-mail, sms and instant messaging. A prime demographic of moviegoers.

· 55 per cent of an online audience watches one+ movie per month in the theatre

· Numbers indicate that Internet is a permanent part of media consumption habits along with TV and print. (30 per cent are online for more than 20 hours a week, 34 per cent spend 5-10 hours a week watching television, 32 per cent reading newspapers for 3-5 hours a week)

These are some of the revelations that were made by Internet and Online Association, a not-for-profit industry trade organisation, on its latest research on Internet user's proclivity for the entertainment industry.

This research was conducted in collaboration with Cross-Tab Marketing Services, company leading in online research in India. IOAI has chosen Cross-Tab as a partner for the online study as they have comprehensive expertise on online research owing to 300 studies they have done across various sectors (FMCG, Financial Services, Retail, Technology, Online Services, Media, Hospitality, Consumer Durables etc) for Indian as well as International clients.

The research report is a first as part of a series of research assignments addressing various industries to be duly published. The research was undertaken to understand the media habits of 25 million strong (Source IOAI) internet users and 37 million mobile users (Source COAI). It will be a resource for marketers for film channels and production houses to get more 'butts on seats' and 'eyeballs watching their movie channels' and a realisation to integrate e & m marketing models in their traditional media mix.

Whilst many a traditional marketer has endeavored to cater to the influence of this growing demographic it was pertinent to show case the importance of integrating the Internet and mobile as a vital medium in the traditional media mix to highlight new age patterns that influence the decision making process.

President, Internet and Online Association, Preeti Desai, said, "The Indian entertainment industry stands at over Rs 20,000 crore and is expected to reach Rs 45,000 crore by 2009. Film marketers already have a substantial presence online but do not promote their films online with almost negligible focus on advertising related film related e-commerce (online ticketing, film merchandise inclusive of audio and video VCD's and DVD's, posters and star clothes)." The research was undertaken with a view to empower this sector with actual statistics and to create a realisation among movie house and film channels that their prime demographic is online and thus "e" and "m" marketing models should be an integral part of their media mix.

She added "The report in itself is a research one but should act as a bible for marketers who on reading this will realise the potential and know how of being online. IOAI estimates that there will be 165 million interactive users in the 20-40 years age group by 2007, an affluent demographic who cannot be ignored anymore."


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.