Nielsen: 57 per cent respondents stream ads on the Net

Nielsen, the marketing research firm, has released the findings of an online survey on multimedia consumption and ownership patterns in India. In all, 501 respondents, including 409 males and 92 females, from India participated in the survey, and 266 of them were aged below 30 years.

According to the findings of the survey, 94 per cent of the respondents claimed that they own TV sets, out of which only 84 per cent use them. Around 82 per cent claimed that they own a personal computer, out of which 78 per cent said they use them.

The ownership of CD players stands at 70 per cent. Some 65 per cent respondents claimed that they own a DVD player. The usage pattern of CD and DVD players stands at 55 per cent and 49 per cent, respectively. About 63 per cent of the respondents surveyed said they had bought a DVD personally in the past six months, while 59 per cent respondents claimed that they had bought new music CDs.

According to the findings, 36 per cent respondents own video and web-enabled mobile handsets, while 67 per cent own mobiles which cannot be used to browse the web or watch a video.

It was also revealed that 85 per cent respondents spent at least some time in an average week listening to music on a computer, portable device or mobile device. About 75 per cent listened to music on CDs, while 63 per cent respondents watched, streamed or downloaded movies on a computer or portable phone/ device.

Respondents preferred playing video games on their computers or portable phone devices as compared to playing games on video game consoles or handheld video game systems. Of the respondents, 59 per cent spent at least some time playing video games on their computer or portable phone devices, while 27 per cent spent some time in an average week on game consoles or handheld video game systems.

Increased penetration of the Internet has led to a rise in streaming or downloading of audio and video files. Media items streamed from the Internet include music or other audio tracks (66 per cent), music videos (59 per cent), ads or movie trailers (57 per cent), TV shows or clips from TV shows (46 per cent), full-length movies/ movie clips (42 per cent) and video games (32 per cent).

Media items downloaded by the respondents include music or other audio tracks (63 per cent), music videos (46 per cent), ads or movie trailers (33 per cent), TV shows or clips from TV shows (30 per cent), full-length movies/ movie clips (40 per cent) and video games (30 per cent).