Indian Readership Survey 2017 @ Launch of New Publications lifts Indian
Readership Figures
According to the latest Indian Readership Survey, newspapers added 110 million new readers since 2014
According to the Indian
Readership Survey 2017 (IRS 2017), newspapers added more than 110
million new readers since the last survey in 2014. The total readership
(includes readers who have read the newspaper in the last one month) in IRS
2014 was 295 million. This number grew by 40 per cent over the next three year
to reach 407 million. The IRS is brought out by the Readership
Studies Research Council of India (RSCI) and the Media Research
Users Council (MRUC).
39 per cent of the population (above 12 years of age)
read newspapers (all India). The bulk of this new readership has come from
rural India. In urban India, 53 per cent consumed newspapers while in rural
India, 31 per cent consumed newspapers.
While in the 2014 survey, rural India recorded total newspaper
readership of 143 million, in IRS 2017, rural readership
of newspapers was 214 million. Urban areas also saw increase in
readership from 152 million in IRS 2014 to 193 million in IRS 2017.
A large part of the readership increase has come from the launch of new
publications.
The increase in readership in rural areas is also
reflective of the literacy rates in these regions improving.
Ashish Bhasin, chairman, MRUC, and chairman and CEO -
South Asia, Dentsu Aegis Network says, "According to the findings of the
report, 39 per cent of Indians (above 12 years of age)read newspapers, and 20
per cent of all newspaper readers in the 5 million plus population towns read
newspapers online."
The total universe for IRS 2017 expanded
to 1.05 billion from 962 million in IRS 2014 (12 years and above), and of
these, four per cent consumed news on
digital as well. Nearly 5 million people read newspapers only through digital
while the rest consumed news using
a combination of media.
The survey shows that newspaper reading (hard copy) is
still a habit among the younger demographic. Newspaper readership was 50 per
cent in the 16-19 year age group, the highest in any age segment, followed by
42 per cent each in the 12-15 years and 20-29 year age group.
Hindi dailies saw
a huge spurt in readership despite a healthy base of 121 million readers in IRS
2014. According to IRS 2017 data,
Hindi dailies saw
a 45 per cent surge in readership to reach 176 million. Gujarati dailies
saw a similar growth spurt (45 per cent) albeit on a smaller base
(16 million in IRS 2014 to 23 million in IRS 2017.
English dailies saw
10 per cent increase in readership from 25 million in IRS 2014 to 28 million IRS 2017.
Magazines almost
doubled readership according to IRS 2017 from
40 million in IRS 2014 to 78 million in the latest report. Here the growth has
come from the urban areas which added 22 million readers while rural India
added 17 million readers. In percentage terms, a total of seven per cent of the
universe read magazines in
2017, 12 per cent of urban India and five per cent of rural India contributed
to magazine readership.
After numerous grievances about the data in 2013 and
2014, the committee behind the IRS took a step back to update the methodology
and security measures while conducting the survey. As a result, the survey has
been released after a gap of three years. The sample size for IRS 2017 is
the largest ever at 320, 000 respondents.
The reach of different media also saw a hike when
compared to IRS 2017.
Television led
the roster 75 per cent reach (10 per cent higher than IRS 2014), followed by
newspapers at 39 per cent reach (eight per cent more than IRS 2014) followed by
radio and internet at 19 percent each. Magazines registered
a reach of five percent while cinema was at three per cent.
Source | Business Standard | 19th January 2018
Regards
Prof. Pralhad Jadhav
Master of Library &
Information Science (NET Qualified)
Senior Manager @ Knowledge
Repository
Khaitan & Co
Twitter Handle | @Pralhad161978
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