Indian Youth Media Habits

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Special

Tuesday, February 9, 2010 New Delhi

NATIONAL YOUTH READERSHIP SURVEY 2009

NATIONAL BOOK TRUST-NATIONAL COUNCIL OF APPLIED ECONOMIC RESEARCH

Indian Youth: Demographics & Readership
Youth Demographics
Population (Million) Census 2001 Total (All India) Youth (13-35 years) Literate youth (13-35 years) Share of youth Youth to total population Literate youth to total population Literate youth to total youth 37.8% 26.6% 70.0% 37.9% 27.4% 72.8% 1,029 390 273 NYRS 2009 1,213 459 333 2009 Growth (%) 2.08 2.05 2.49

Three out of every four youth in the country is literate. Rural India accounts for around two-third of all 333-million literate youth. One in three literate youth in India is a student, around a fifth are doing unpaid housework, and just over one in ten have a regular salaried job or are wage earners. Television reaches 259-million and newspapers 177-million. FE presents s peek into the first-ever readership survey of literate Indian youth commissioned by National Book Trust and conducted by National Council of Applied Economic Research team led by Senior Fellow Rajesh Shukla. The survey, conducted in November-December 2009, covered a sample of 659,569 individuals, including 311,431 literate youth (13-35 year olds), across 207 districts for rural and 199 towns for urban India..

Distribution of literate youth by location Population million % distribution Census NYRS Census NYRS Annual 2001 2009 2001 2009 growth (%) Rural Urban All India 174.8 98.4 273.2 206.6 126.1 332.7 64.0 36.0 100.0 62.1 37.9 100.0 2.11 3.15 2.49

Youth Media Consumption
Subscription of newspapers & magazines % of literate youth households By Location 39 Newspaper Magazines

Youth Book Reading
Youth readers and their distribution by location
Total estimated literate youth million Rural 206.6 126.1 332.7 Youth readers million 44.1 39.4 83.4 Share of readers (% of literate) 21 31 25 Distribution of readers % 53 47 100

Youth interest in selected...
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