Entertainment and India!!

5,000 year old ancient civilization 325 languages spoken – 1,652 dialects 18 official languages 28 states, 7 union territories 3.28 million sq. kilometers - Area 7,516 kilometers - Coastline 1.20 Billion population.Parliamentary form of Government Worlds largest democracy. Worlds 4th largest economyWorld-class recognition in IT, bio-technology and space. Largest English speaking nation in the world. 3rd largest standing army force, over 1.5Million strong. 2nd largest pool of scientists and engineers in the World.

India

Indian Entertainment Industry…

Indian Entertainment Industry India is always defined by size of Media industry (Television, Radio, Mobile Gaming and

Films). Almost every study on Entertainment hovers around media.

As per one of such studies (PWC), Indian Entertainment Industry recorded one of the highest growths in the world

growing at 11.2% in 2010. The E&M industry in 2010 stood at INR 646.0 billion as compared to INR 580.8 billion in

2009

This doesn’t mean that there is a lack of Entertainment options in India or level of interest and indulgence. Indian

market is plush with options such as Gaming, Adventure sports, Recreation centers, Concerts and Festivals,

Pubs, Discotheques, Theme parks

…Indian Entertainment Industry

The number of options available are numerous however, the marketing efforts put in by the service providers is

needs to be spruced up in terms of scale, presence, and quality

Promotional activities are primarily taken up by the state tourism departments

With the objective to have a better understanding of the Indian Entertainment Industry, Market Xcel conducted a

syndicated research study spanning India and covering multitude consumer profile.

The major focus of the study was to explore:

Meaning of Entertainment

Values attached and benefits

sought

Key indulgence and how often

Expectations from service providers

Amount spent and preferred mode of

paymentOptimum time Preferred themes

How did we do it??

Our study spanned entire country covering the three Socio Economic Profiles:

SEC A1

SEC A2

SEC B1

Online survey with our Panel members was undertaken,

wherein invitations were sent to members to participate in the survey.

Forthcoming slides represent our research findings

Respondents’ Demographics…

79%

20%

1%

AgeMean Age= 28.6 years

16 to 21 yrs 22 to 30 yrs

31 to 40 yrs

Dominated by Men

79%

21%

Gender

Male

Female

62%

29%

9%

Socio Economic Group

SEC A1

SEC A2

SEC B1

48%52%

Marital Status

Single

Married

Base 513

…Respondents’ Demographics

83%

6%

11%

Occupational Status

Full time

Part time

Not Working

10%

57%

14%

6%

4%

9%

Occupation Type

Students

Working Executives

Self-employed people

Run a business with less than 10 employees

Run a business with more than 10 employees

Other occupations

1% 5%

39%

55%

Education

High school / Pre-University

Some college but not Gr

Gr / Post gr –General

Gr/ Post gr –Professionals

6%7%

12%

13%

32%

19%

6%5%

Monthly Household Income

Upto Rs 10000

Rs 10000-15000

Rs 15001-20000

Rs 20001-25000

Rs 25001-50000

Rs 50001-100000

Rs 100001-200000

More than Rs200000

Base 513

What Entertainment Means to Indians

Couch Potatoes

Freak out

Can try out anything for

entertainment,Away from real

world,Biking

Romantic Escapes

RelaxersCurious Creeps

Have fun at exotic locations, Provides

break from daily routine, picnic,

Recreation centers, spa, mountains,

fresh air

Being with someone special

Addition to knowledge in

creative manner, Wanna try new

things

Relaxing eveningSitting alone in

calm mood, Stress buster,

Anything that lifts up my mood,

watching movies at home

Events, Performances,

Party, Restaurants

Adventure

Chat with friends,Chill out at home

with family, Computer games

Health freaks

Something that improves health,

Golf , Sweat shedding

Home Entertainment

Entertainment and Indulgence

Movies, Television, Music

Spending time with family and friends

Visiting places of interest, picnic etc.

Partying, Concerts

Going out of town, abroad

Dine out

Playing outdoor gamesGaming- Mobile phones, play station

etcAdventure sports

Purusing hobbies

Recreation centers/Resorts Gaming- Clubs/casinos/gaming cen-

tersDoing nothing

81%

76%

69%

68%

65%

51%

49%

46%

45%

44%

39%

28%

8%

Meaning of Entertainment

Never Rarely Sometimes OftenAlmost

always when I get time

Movies, Television, Music 2% 7% 14% 32% 45%

Spending time with family and friends 1% 7% 24% 36% 32%

Visiting places of interest, picnic etc. 4% 20% 44% 24% 8%

Partying, Concerts 7% 27% 40% 16% 10%

Going out of town, abroad 4% 21% 44% 24% 8%

Dine out 6% 12% 34% 35% 14%

Playing outdoor games 14% 27% 35% 16% 8%

Gaming- Mobile phones, play station etc 29% 32% 23% 11% 5%

Adventure sports 25% 26% 31% 11% 6%

Purusing hobbies 16% 28% 30% 16% 10%

Recreation centers/Resorts 43% 24% 17% 10% 6%

Gaming- Clubs/casinos/gaming centers 29% 32% 23% 11% 5%

Frequency

The best way is to relax is and see a movie or watch a film on television or visit

the stadium to watch a sports game

Family is the Cornerstone of

Existence

Penetration of Recreation

Centers is low.Club culture is also not very

popular

Base 513

Key Associations- Entertainment

Fun 59%Youthful 26%

Parties

Fun 41%Comfort 37%

Television

Comfort 38%Meant for me

28%

Music

Fun 51%Wild 43%

Friends

Comfort 35%Old Fashioned

12%

Family

Fulfilling 46%Prestigious 25%

Outdoor Games

Youthful 40%Meant for me

35%

Gaming (Mobile, Comp)

Thrilling 44%Tiring 36%

Adventure Sports

Fun 52%Revelry 32%

For middle aged 12%

Travel, Picnic

Fulfilling 56%Urbanized 48%

Hobbies

Revelry 42%In vogue 38%

Concerts

Fun 49%Prestigious 16%

Shopping

Indian Consumers have high

confidence in their abilities

Walking on the wild side. The desire to experience

the unknown -- a constant need for

adventure -- is much more prevalent among

youth

Base 513

Benefits Sought

Rejuvenation

Social Networking

Exploration

Meeting family/friends

/relativesRelaxation

Experience, Pleasure

Capturing Memories

To overcome Monotony

Health benefits

Utilizing extra Energy

31%

34%

43%

44%46%

45%

38%

38%

24%

21%

17%

Escape with near and dear

Base 513

Key Reasons- Indulgences

Social Conscience is very high. Friends are

valued for their opinion

Indians value quality

Time is a constraint especially for

metros

The primary reason for people getting involved in some of the indulgences is to fulfill their personal interest by taking a break from

rat race of city life.

Quality of service 36%

Personal interest 34%

Past experience 31%

Scenic beauty 31%

Suggested by people accompanying 29%

Time and effort required 29%

Different experience 28%

Quality of Crowd 27%

Accessibility (Availability of transport etc.) 26%

Reviews by trusted people 23%

Associated expense 21%

Technological experience 20%

Proximity to my place 19%

Chance to meet known people 18%

Social acceptance of activity 16%

Brand associated with the activity 16%

Level of involvement 15%

Media reviews 13%

Prestige associated 12%

Base 513

Themes Preferred

Music is engrossed in Indian culture

Bollywood is the informal name

given to the popular Mumbai-based

film industry in India. Entertainment

is incomplete without movies

India is an emerging market.

Affluence is increasing so is the

desire to try out new things

Indians want everything at one place. So, far Cinema and television has been able to provide that. That’s what makes Indian movies rich

in variety. Reality shows on TV are next in line.

Base 513

Party

Food and drinks 44%

Music 43%

Fun 37%

Shopping 35%

Films, Drama 34%

Indian 32%

Cultural- Indian 30%

Sports 26%

Scenic experience 26%

Climate, whether 26%

Education and learning 24%

Gaming 24%

International 24%

Out of the place 21%

Contemporary 19%

Art 19%

Cultural- Foreign 16%

Spacious 15%

Talent showcase 15%

Contests 15%

Grand 14%

Celebrity 14%

Futuristic 10%

Preferred Time of PursuancePublic

holidaysVacations of

kidsPaid holidays by employer

FestivitiesPersonal

occasions, Celebrations

Weekends Random

Partying 29 9 8 13 24 24 22

Movies 24 11 6 7 10 29 20

Gaming- Mobile phones, play station etc 20 10 8 6 7 16 37

Gaming- Visiting clubs/casinos/gaming centers/Bowling alleys 19 8 6 8 7 12 22

Playing outdoor games- Cricket, Golf etc. 27 10 6 6 10 19 23

Adventure sports 20 11 7 5 8 12 17

Visiting places of interest, picnic etc. 26 16 11 13 13 3 18

Going out of town 23 17 14 11 14 19 21

Going abroad 8 10 9 5 6 5 13

Pursuing hobbies- Dance, sports, singing etc. 21 9 6 9 9 16 26

Attending concerts- food, music, auto shows 21 8 7 9 8 17 23

Shopping 21 7 7 13 13 31 32

Dine out 20 8 7 10 15 29 29

Discos, pubs, karaoke nights 17 5 7 5 7 15 20

Public Holidays, Festivities and

Celebrations are the best occasions to enjoy

life

Being with the family is also one of the key

opportunities to enjoy life even if it is watching

movie on TV

Many are reaping benefits by offering entertainment options during weddings, birthdays and celebrations

Base=513Fig in %

Amount Spent and Mode of Payment

Rs 100-500

Rs 100-500

Rs100-500

Rs 1000-5000

Rs 1000-10000

Rs 100-1000

Amount spent per person

Partying

Movies

Gaming- Mobile phones, play station etc

Gaming- Visiting clubs/casinos/gaming centers/Bowling alleys

Playing outdoor games- Cricket, Golf etc.

Adventure sports

Visiting places of interest, picnic etc.

Going out of town

Going abroad

Pursuing hobbies- Dance, sports, singing etc.

Attending concerts- food, music, auto shows

Shopping

Dine out

Discos, pubs, karaoke nights

More than Rs10000

Rs1000-10000

Rs1000-5000

Rs 500-5000

Rs 100-10000

Rs 100- Rs10000

Rs 500-10000

Cash- 83% Credit Cards- 50%

Debit Cards-63% Traveller’s Card- 3%

Traveller’s Cheque- 3% Online Payment-30%

India is considered a price sensitive market. However Indians crave for value more than money

Base 513

Gaming, Films and ‘Hanging Out’

The top three entertainment activities of the youth*

Mobile, Internet and Console

Gaming fastest growing entertainment avenue

Coffee Culture – creation of ‘Space’ for community

building and bonding

Youth in Particular…

The Contributories

Thank You