- 55% use the Internet for chatting, a very vocal community which can be
used to promote viral marketing -- as they can handle 'multiple
conversations.' Internet and mobile phones play a very important role
into this generation's wish for flexible communication at home, work
and during down time.
- 58% use the Internet 'to answer surveys' -- A market researcher's
dream -- which has hardly been used.
- 30% are online for more than 20 hours a week. 34% spend 5-10 hours a
week watching television. 32% reading newspapers for 3-5 hours a week.
This clearly shows that Internet is a permanent part of media
consumption habits along with TV & Print.
- 55% of an online audience watches one+ movie per month in the theatre.
- 86% have mobiles , an opportunity to exploit -- 41% postpaid and 45%
prepaid
- 47% would pay for film-related mobile content and do not mind SMS
contests and alerts. 70% prefer ringtones, 44% prefer SMS contests and
SMS alerts and with 22% use the mobile for surfing the Internet, and
one information source can reinforce the other.
The Internet & Online Association (IOAI), a not-for-profit industry
trade organization, has in its latest research pointed out that the Rs
20,000 crore (Rs 200 billion) Indian entertainment industry has not
yet realized the potential of marketing on the Internet.
The IOAI research report conducted in collaboration with Cross-Tab
Marketing Services, pioneers in online research, covered a sample base
of 6,200 Internet and mobile users. It is estimated that India has
about 37 million mobile users and 25 million Internet users.
The research report, on the Internet user's proclivity for the
entertainment industry, pointed out that while film marketers have a
substantial presence online they do nothing to advertise their films
online.
Commenting on the release of the research, 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 (Rs 450 billion) by 2009. Film marketers (films are
currently a Rs 5,650 crore market) do not promote their films online
and have almost negligible focus on advertising related film-related
e-commerce (online ticketing, film merchandise inclusive of audio and
video CDs and DVDs, posters and star clothes)."
The research was undertaken with a view to empower this sector with
actual statistics and to create a realization amongst 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.
"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," she said.
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 25 million-strong Internet
users' plus 37million mobile users' media habits and for it 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.
|
