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Our Bureau

Mumbai , Aug 4

RELEASING further data on psychographics, supplements and non-conventional media, NRS 2005 reveals that the reach of supplements varies between 25 per cent and 40 per cent of the main issue readership.

In fact, the differences are sharp along city lines with readers in Hyderabad showing the highest inclination to read supplements while those in Delhi, Pune and Ahmedabad reveal the lowest. The topics of interest comprised education and careers in the case of English dailies and sports and films in the case of vernacular dailies.

Sunday Magazines and city-specific supplements scored lower than education and careers with the exception of Bombay Times in Mumbai.

Highlighting the reach of non-conventional media in rural areas, STD booths were considered to be good contact points in rural India with 41 per cent of the population visiting them. In the top 10 most prosperous SCRs (socio-cultural regions), more than 50 per cent of the population visits STD booths while more than a quarter of the rural population in the top 10 SCRs visit post offices and banks, revealed the survey.

With regard to interaction with opinion leaders, in the top 10 SCRs, more than 30 per cent of the population interacts regularly with Panchayat members and with postmen while the others with whom there is frequent interaction are Gram Sevaks (15 per cent) and micro credit agents (9 per cent).

Estimating the ease of access to retail outlets, the survey showed that retail distribution of personal products reaches 56 per cent of Indian villages. The reach is higher in villages of population of 5,000 and above.

The other findings revealed that 26 per cent of India's villages get newspapers. However, in villages with over a population of 5,000, the coverage of newspapers is just about 41 per cent.

Besides, among the 5,000-plus population class, retail distribution reaches 39 per cent of the villages for OTC medicines, 27 per cent readymade items and 24 per cent for hardware items.

Data on psychographics segmentation showed that upmarket men and women in their twenties are not very different from each other. Those reading English publications and those who don't do not differ vastly in attitude. This also applies to those watching and not watching English TV channels.

Other findings depicted that the North-South divide was strong. Besides, the other finding revealed that there is very little that differentiates the readers of the two leading English dailies in the capital city of Delhi.

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