Market research firm Avance Field & Brand Solution LLP has claimed on the basis of a survey that the time spent of newspapers have gone up in four states of India - Rajasthan, Bihar, Gujarat, and Madhya Pradesh, during the lockdown period.
The telephonic survey was conducted between April 13-16 among a total of 300 people evenly spread across four states.
Key findings from the survey are as below:
(i) Readers who spent more than 30 minutes in reading newspapers increased from 42% pre-lockdown to 72% and consequently the average time spent increased from 38 minutes pre lockdown to 60 minutes.
(ii) Readers who spent more than an hour with their newspaper increased from 16% pre-lockdown to 38%.
(iii) Readers who spent less than 15 minutes on their newspaper decreased from 14% pre-lockdown to 3%.
(iv) 38 % people are reading newspaper for more than 1 hour.
(v) 42% people reading the newspaper reading multiple times.