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IRS Q2 2012: Media Consumption On Internet Continues To Grow


According to Indian Readership Survey (IRS), a survey conducted by Hansa Research for Media Research Users Council (MRUC), the media consumption on the Internet platform in India has touched 3.99 crore, up from 3.75 crore in the previous quarter.

The Internet segment has recorded a 34.8% CAGR (Compound Annual Growth Rate) in usage for the last three quarters i.e. during Q4 2011-Q2 2012, making it the fast growing media platform in the country, although it should be noted that other media platforms have a significantly higher user base than Internet. Note that there is no mention of the survey methodology for the Internet domain or any detailed information on Internet segment in the report.

Media Consumption Across Other Platforms: The media consumption on the Cable & Satellite platform stood at 48.86 crore, up from 47.51 crore in the previous quarter, and recording a 11.7% CAGR during the period Q3 2011- Q1 2012, while the media consumption on the radio platform stood at 15.81 crore, up from 15.49 crore in the previous quarter and a 1.9% CAGR during the period Q3 2011- Q1 2012.

The media consumption through the print platform stood at 35.20 crore, marginally down from 35.21 crore in the previous quarter but a 0.9% CAGR during the period Q3 2011- Q1 2012, while the media consumption on the television platform stood at 56.34 crore, up from 55.46 crore in the previous quarter and a 5% CAGR during the period Q3 2011- Q1 2012.

The media consumption on the cinema platform stood at 7.92 crore, up from 7.52 crore in the previous quarter and a 9.4% CAGR during the period Q3 2011- Q1 2012 and the total media consumption stood at 64.70 crore up from 64.04 crore in the previous quarter and a 3.4% CAGR during the period Q3 2011-Q1 2012.

Top Publications: While there is no mention of the top Internet publications in the country, Dainik Jagran was the top print publication for the quarter with readership of 1.64 crore, followed by Dainik Bhaskar with readership of 1.44 crore, and Hindustan with readership of 1.22 crore.

Other publications in the list include Malayala Manorama (97.1 lakh readership), Amar Ujala (86.1 lakh readership), The Times Of India (76.4 lakh readership), Lokmat (75.1 lakh readership), Daily Thanthi (74.3 lakh readership), Rajasthan Patrika (67.6 lakh readership) and Mathrubhumi (64.9 lakh readership).

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