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CONSUMERS&BRANDSNews
websites:
readers
in
IndiaConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
of
readers
inIndia:who
theyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
tobenchmark
readers
inIndia
(’’brandusers’’)
againstIndianE-paper
readers
ingeneral(’’category
users’’),
and
theoverall
Indian
onliner,labelled
as’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
India)•
2,000+
forthebasicsurveyThereport
isupdatedquarterly
andisbased
on
dataSample:
Internet
users,
aged18–64,quotasset
ongender
and
agefrom
theConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
56
countries.Fieldwork:•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insights
ranks
outside
the
top
10
of
most
read
news
websites
in
IndiaManagement
summary:
brandusageand
competitionTop10
most
read
newswebsitesinIndiaBusiness
Insider44%41%39%Indiatoday.in32%31%30%30%27%27%26%4Notes:"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;
Base:
n=839,
E-paper
readersSources:Consumer
Insights
Global
as
of
August
2023
readers
in
IndiaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsis
more
popularamongMillennials
thanother
news
websites.Traditions,safety,and
security
arerelatively
important
to
readers.Itstands
out
that74%
ofreaders
usealternative
websites
towatch
paid
content
for
free.readers
access
theinternet
viaadesktop
PCmore
oftenthan
theaverage
E-paper
reader.Compared
toothernews
websites,hasarelatively
high
share
Gaming
and
eSports
are
relatively47%
of
readers
areinnovators
or
early
adopters
ofnewproducts.Onsocial
media,
readersinteract
with
companies
more
oftenthan
other
E-paper
readers.of
female
readers.prevalent
interests
of
readers.hasalarger
share
ofreaders
with
ahigh
income
thanothernews
websites.Outdooractivities
arearelativelypopularhobbyamong
readers.Arelatively
highshare
ofreaders
think
thatdefense
&foreignaffairsare
issuesthatneed
to
beaddressed.readers
remember
seeingadson
editorial
websites
and
appsmore
often
than
other
E-paper
readers.readers
are
more
likely
toliveincities
withover
1millioninhabitants
than
E-paper
readers
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+
is
more
popular
among
Millennials
than
other
news
websitesDemographic
profile:
generationsAgeof
consumersinIndiaBrand
users27%65%9%
0%Category
usersAllrespondents33%54%13%0%0%41%46%13%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;
Base:
n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Compared
to
other
news
websites,
has
a
relatively
high
share
offemale
readersDemographic
profile:
genderGenderofconsumersinIndiaBrand
users53%47%Category
usersAllrespondents60%40%60%40%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;Base:
n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202388%
of
readers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinIndia50%44%41%37%35%28%10%11%7%5%5%5%4%3%3%3%2%3%2%1%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sources:
has
a
larger
share
of
readers
with
a
high
income
than
other
newswebsitesDemographic
profile:
incomeShare
ofconsumersinIndiainthehigh,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users49%32%18%Category
usersAllrespondents40%36%24%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
E-paper
readers,
readers
are
relatively
likely
tolive
in
a
multi-generational
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinIndialive37%36%31%30%25%23%22%20%18%8%8%5%
5%5%
5%5%5%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;Base:
n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023
readers
are
more
likely
to
live
in
cities
with
over
1
millioninhabitants
than
E-paper
readers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinIndia33%32%29%27%28%26%23%15%13%11%11%10%9%8%9%7%5%4%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paper
readers,
n=24192,all
respondentsConsumer
Insights
Global
as
of
August
202334%
of
readers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinIndiaBrand
users34%65%1%Category
usersAllrespondents25%68%7%18%71%11%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspentmoney
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paperreaders,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedTraditions,
safety,
and
security
are
relatively
important
to
readersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinIndia53%52%48%38%
42%37%41%41%38%32%33%31%
32%32%29%31%30%24%23%27%24%22%23%18%19%19%19%15%13%12%TobesuccessfulSafety
andsecurityAnhonest
andrespectable
lifeAhappyrelationshipLearningnew
thingsAdvancingmy
careerMaking
myown
decisionsHavingagood
timeTraditionsSocial
justiceBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023Gaming
and
eSports
are
relatively
prevalent
interests
of
readersConsumer
lifestyle:
main
interestsTop10
interestsofreadersinIndia60%57%55%54%54%54%54%53%50%47%52%43%52%50%51%51%46%43%48%48%47%45%42%42%38%36%35%35%31%24%Health
&fitnessMovies,TVshows&musicScience
&technologyFamily
&parentingFinance&economyFood
&diningGaming
&eSportsSportsHistoryCareer
&educationBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;
Base:
n=94,
readers,
n=839,
E-paper
readers,n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023Outdoor
activities
are
a
relatively
popular
hobby
among
readersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofreadersinIndia60%60%57%54%48%54%53%53%51%50%50%50%47%46%45%42%41%40%41%41%37%36%35%35%35%33%32%29%28%27%OutdooractivitiesTech
/computersTravelingVideo
gamingPhotographyReadingCooking/bakingCars/vehiclesGardeningandplantsWritingBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=94,
readers,
n=839,
E-paper
readers,n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023
readers
are
more
likely
to
play
baseball
or
softball
than
other
E-paper
readersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesof
readersinIndia51%39%38%38%37%36%36%35%34%33%32%26%22%21%17%18%18%17%16%15%15%14%14%13%13%12%11%9%10%8%CricketBaseball/SoftballAmericanFootball
/SoccerCyclingBadmintonYoga
/PilatesSwimming/DivingDancingBasketballFlagFootballBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=61,
readers,
n=790,E-paper
readers,
n=10403,
all
respondentsConsumer
Insights
Global
as
of
August
2023
readers
are
more
likely
to
follow
table
tennis
than
other
E-paperreadersConsumer
lifestyle:
sports
followedTop10
sports
followed
byreadersinIndia47%46%37%35%33%32%31%31%30%30%28%28%27%22%21%20%18%17%16%14%14%13%13%13%11%11%10%8%8%7%CricketSoccerBoxingTabletennisAmericanfootballVolleyballBasketballTennisSwimming/divingBaseballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=50,
readers,n=818,
E-paper
readers,
n=10294,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
digital
media•
Innovation
adoption•
Challenges
facing
thecountry•
Politics20Itstands
out
that
74%
of
readers
use
alternative
websites
towatch
paid
content
for
freeConsumer
attitudes:media
&digitalmediaAgreementwithstatements
towards
media&digital
mediainIndia82%75%74%74%67%68%61%59%52%51%48%44%35%25%19%Iwant
to
access
mymusic/movies
onallmy
asitiseasier
tomanagedevices
(TV,Iprefer
digitalcontentIusealternativewebsites
andappstowatchpaidDigitalservices
allowme
to
discover
newandexcitingcontent
my
country
ofresidence(e.g.,news
channels)Idon’ttrustthemainstream
media
insmartphone,
tablet,etc.)content
forfreeBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
thepast12
months?’’;Multi
Pick;Base:
n=94,
readers,
n=839,
E-paper
readers,
n=4030,all
respondentsConsumer
Insights
Global
as
of
August
202347%
of
readers
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinIndia45%42%38%31%26%23%22%18%17%15%9%5%5%3%2%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
readers
think
that
defense
&
foreignaffairs
are
issues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Indiaaccordingtoreaders53%52%48%45%49%48%48%47%47%45%46%45%44%43%42%41%39%33%37%37%36%36%35%35%33%29%28%23%20%16%EducationCrimeEnvironmentFood
andwater
securityEconomicsituationHealth
andsocial
securityCivilrightsUnemploymentDefense
&foreign
affairsClimatechangeBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
E-paper
readers,
readers
tend
to
have
moreright
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinIndiaBrand
users20%19%19%14%17%66%60%0%Category
usersAllrespondents4%20%51%10%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
online
news
websites
haveyouspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=94,
readers,
n=839,
E-paper
readers,
n=24192,
allrespondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpoints
readers
access
the
internet
via
a
desktop
PC
more
often
than
theaverage
E-paper
readerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinIndia
useregularlyto
accesstheinternet98%97%95%88%82%82%77%77%77%73%71%68%60%61%60%61%60%55%52%49%48%40%40%38%36%27%25%SmartphoneLaptopDesktop
PCSmart
TVSmartwatchTabletSmart
speakers
Gaming
console
Streaming
deviceBrand
usersCategory
usersAllrespondents26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;Multi
Pick;Base:
n=94,
readers,n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
readers
interact
with
companies
more
often
thanother
E-paper
readersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinIndiabytype71%67%63%57%65%64%63%62%61%
57%53%57%51%57%49%53%55%54%43%54%46%53%50%47%39%46%37%42%30%39%6%3%2%2%1%
1%Posted
texts/statusFollowedpeopleLikedcompanypostsCommentedon
postsFollowedcompaniesPostedpictures/videosLiked
postsbyotherusersSharedcompanypostsSharedpostsbyother
usersSentprivate
Ihaveonly
Ihaven’t
usedmessagesused
social
social
mediamediaupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
news
websites
have
you
spent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023
readers
tend
to
listen
to
the
radio
more
often
than
E-paperreaders
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinIndiahavebeen
using
inthepast4weeks93%86%83%84%83%82%79%78%76%76%63%76%73%73%67%65%56%64%62%62%62%61%61%51%54%38%46%34%43%42%32%40%28%DigitalvideocontentTVMovies
/cinemaDailynewspapersMagazinesDigitalmusiccontentRadioPodcastsOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=94,
readers,
n=839,
E-paperreaders,
n=12093,
all
respondentsConsumer
Insights
Global
as
of
August
2023
readers
remember
seeing
ads
on
editorial
websites
and
appsmore
often
than
other
E-paper
readersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswherereadersinIndiahavecome
across
digital
advertisinginthepast4weeks67%64%63%62%60%53%60%57%56%56%55%54%53%52%51%40%50%41%47%45%45%42%42%36%35%34%32%31%25%21%Video
portalsSocial
media
Search
engines
Video
gamesWebsitesandappsof
brandsEditorialwebsitesandappsOnlinestores
Video
streaming
MusicportalsservicesNewslettersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;Multi
Pick;
Base:n=94,
readers,n=839,
E-paper
readers,
n=24192,
all
respondentsConsumer
Insights
Global
as
of
August
2023
readers
remember
advertising
they
heard
on
the
radio
moreoften
than
other
E-paper
readersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinIndia
havecome
across
non-digital
advertisinginthepast4weeks67%65%53%64%63%63%62%55%54%54%49%47%46%43%43%42%39%38%36%36%31%30%28%21%OnTVInprinteddailynewspapersOnadvertisingspacesInprintedmagazinesandjournalsAtthemovies
By
mailshot
/OntheradioDirectly
inthestore/cinemaadvertisingmailon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
online
news
websiteshave
youspent
money
onin
the
past12
months?’’;
Multi
Pick;
Base:n=94,
readers,
n=839,
E-paper
readers,
n=24192,
all
resp
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