IRS 2019 Q3: Consumer base for English content on a high across states
According to the latest IRS figures, more Indians read and understand English now
One of the key findings of the latest IRS numbers released by MRUC (Media Research Users Council) is that more Indians read and understand English now. Digital India is growing and so are digital news consumers but the growth numbers are not just driven by regional players. While every content creator is concentrating on regional languages, IRS 2019 Q3 data points out an interesting trend of growth in English readership and understanding. With a national average of 2% growth, the consumer base for English content across states is on a stable high.
The increase in consumption in digital news has led to the growth of English readership. "At Times Internet, we focus on solving high-frequency use cases of news, cricket, music, video entertainment, dining out, education and personal finance for our consumers. Indian digital consumers are evolving and they look for great user experience and world-class digital products. We are confident that we will continue to retain and attract new users to the Times Internet platform through great products and insights through our data management platform," said Puneet Gupt COO Times Internet.
“In the last two quarters, we are seeing the following trends in IRS that NCCS (SEC) ABC proportion of readership is increasing and also the proportion of people who read English with understanding is increasing. In West Bengal, the proportion increase (4%) has been higher than the national average (2%). Thus despite digital penetration going up, English print has held on its own in our market. Our plan will be to constantly build relevance around our print offerings through features, special issues & constant product updates so that the content adds value to people's lives on the foundation of unputdownable trust & accuracy that The Telegraph has built over the years," said D.D.Purkayastha, Managing Director & CEO, ABP Pvt. Ltd.
To start with Assam, in Q1 2019 the state saw 25% growth in English readership and in the following 2 quarters, the growth grew to touch 29% and 30%. Similarly in Gujarat, the growth also saw a rise of 2% per quarter. The growth number stood at 16% while in Q3 it touched 18%. Interestingly in Haryana the number grew from 29% in Q1 31% in Q2 and touching 34% in Q3. Kerala also witnessed great numbers clocking 48% rise in Q3 against 37% of Q1 and 45% in Q2.
In Meghalaya, the English read and understand percentage grew from 31% in Q1 to 43% in Q3. Mizoram too clocked great numbers in the category showing 43% growth in Q3 against 31% in Q1 of 2019. Other states like Rajasthan Sikkim Tamil Nadu Telangana Tripura Uttar Pradesh and Uttarakhand also saw stable growth in English read and understand numbers as per IRS Q3 numbers.
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