MAM
Indians not avid TV watchers, instead hook to books: NOP World
MUMBAI: This is what could be termed a real opportunity for television programming honchos. Indians on an average spend a lowly 13.3 hours a week in front of the idiot box, well below the global average of 16.6 hours.
These and other findings form part of the “Culture Score Media Habits Index”, published by NOP World, a leading supplier of syndicated and custom research. The Media Habits Index offers a global perspective on the time consumers report watching television, listening to the radio, searching the Internet and reading. The survey ranked the world’s Top 30 media consuming nations.
Coming back to the television consumption, it is Thailand that takes the cake in this regard as people there spend a whopping 22.4 hours a week watching television. Interestingly, three Asian countries figure in the top five on the survey. The other countries that make it to the top rung are Philippines (2nd, 21 hours); Egypt (3rd, 20.9 hours), “almost Asian” country Turkey (4th, 20.2 hours) and Indonesia (5th, 19.7 hours).
Globally, individuals spend 8 hours listening to the radio, 6.5 hours reading and 8.9 hours on computers/the Internet (for non-work related reasons) on average each week.
It is interesting to note that consumers in the US and UK are below the global average (5.7 and 5.3 hours per week respectively) when it comes to reading, but significantly above the average on TV viewing (19 hours per week in the US and 18 in the UK), listening to the radio (10.2 hours per week in the US and 10.5 in the UK) and just slightly below the global average for computer/Internet usage (8.8 hours per week in both the US and UK).
India may not be a heavy TV watching country, but a book loving country it sure is! India surpasses every other country as far as time spent on reading is concerned. On an average, an Indian spends 10.7 hours reading in a week. Close behind India is Thailand, where people spend an average of 9.4 hours in a week in reading. At 3.1, 4.1 and 5 hours respectively, individuals in Korea, Japan and Taiwan fall to the bottom of the reading list.
Among the ones that can be called ‘Radio Nations’ are Argentina, where people spend the most time (20.8 hours per week) listening to the radio, followed by Brazil (17.2 hours) and South Africa (15 hours). Indians on an average spend 4.1 hours per week listening to the radio. Consumers in China spend the least amount of time listening to the radio at only 2.1 hours a week.
On the other hand, people in Taiwan spend most of their time on the computer / Internet (12.6 hours) in a week for non-work related purposes. Next in line are consumers in Thailand (11.7) and Spain (11.5) hours. Indians spend close to 7.9 hours on an average in a week in front of the computer. People in Mexico (6.3 hours), Italy (6.3 hours) and Germany (6.4 hours) spend the least amount of time on computers/Internet.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
