Digital to Overtake Traditional Mediums By 2021-22: EY
Digital mediums are likely to surpass traditional ones by 2021-22, when smart phone and broadband penetration increases in the country, according to EY India.
"When does digital overtake physical? When smart phone penetration becomes 50 per cent of the population, which in our case will happen in 2019-2020.
Second factor is when broadband is equal to one-third of the smart phone penetration, which in our case will happen only by 2021-22, according to our estimate. The third factor is parity between cost of the two services," EY India media and entertainment advisory leader Ashish Pherwani said.
According to market research firm e-Marketer, Indians spend about two-and-a-half hours per day on traditional media including television, radio, newspapers, and magazines, compared to the o...