National Youth Readership Survey: Internet most engaging but least known medium

NCAER has released the finding of its 2009 National readership survey. The survey—with a sample of over 3,11,431 literate youth (1,02,021 rural and 2,09,410 urban) covering 432 villages in 207 districts as rural and 753 urban blocks in 199 towns as urban—is a first-of-its-kind exercise aimed at providing an objective understanding of the media consumption, reading habits and preferences of literate Indian youth. Some of the key points were
Reach:
Television is the medium with the highest reach pan India
Internet's reach was 4% overall but at a higher 8% in urban areas
Time Spent (Engagement):
Television 97 minutes
Internet is the second most engaging medium in India with time spent of 70 minutes.
 2/3 rd of the people accessing internet accessed it from cyber cafes and workplaces
More research:
Indian audience preferences: Why Internet has not reached mainstream
Research : Coca Cola India on Indian youths

Source: FE