Indians are thinking beyond movies when it comes to entertainment. Although movies and music remain the top passions, Indians have begun exploring newer pastimes such as adventure sports, gaming, gambling, clubbing and social networking, says a study from Market Xcel.

According to its study ‘Entertainment and India 2011', 81 per cent of Indians cited watching movies and listening to music as the most preferred modes of entertainment whereas gaming, gambling and clubbing are the least preferred with just 28 per cent share. Dining out is a big option with 49 per cent saying they liked to dine out.

The study was conducted among the 16-40 age group in nine cities cities across India representing Socio Economic Groups A and B.

Breaking down the figures according to age group yields some interesting insights - Coffee culture and gaming are the top entertainment activities for the youth.

And guess what? Indians do not seem to be consuming entertainment for pure pleasure. Asked to cite reasons for consuming entertainment, replies ranged from socialising (46 per cent), rejuvenation (31 per cent), social networking (43 per cent), relaxation (44 per cent) with only 45 per cent saying it was for pleasure. For 38 per cent, it was to build memories while 21 per cent indulged in some form of entertainment to gain “health benefits."

Other insights from the study were that Indians liked to club food and drinks with their music experience, and adding a fun element to shopping by taking part in contests.

Most of the entertainment consumption was family centric accounting for 76 per cent of the activities sought out.

>chitra.n@thehindu.co.in

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