iWorld
69% Indians feel SMS is an easier way to express than in person: Ipsos Study
MUMBAI: Seven in ten (69 per cent) Indians admit they say things in that they would not say voice-to-voice or person-to-person; compared to 43 per cent globally, finds a new poll conducted by Ipsos OTX – the global innovation center for Ipsos.
“Text or Email is comparatively an impersonal medium and people feel less hesitant to speak their mind. Perhaps that is the reason why majority of Indian would rather avoid saying things in person or over phone,” said Ipsos – head marketing communication Biswarup Banerjee.
“For example people prefer to share sensitive comments like – “I love you.” “Our relationship is over.” “You are fired.” “I failed in exam.” in writing rather than saying over the phone or face-to-face to avoid embarrassment when they are physically involved,” added Banerjee.
Demographically in India, age appears to be the most significant variable as those under the age of 35 (75 per cent) are considerably more likely than those aged 35-49 (67 per cent) and those 50-64 (52 per cent) to text/email things they won’t say out loud. Education is also a significant factor as seven in ten (69 per cent) of those with a high level of education say they do so compared with 100 per cent among those with low education. Both Indian women (70 per cent) and men (68 per cent) feel more comfortable texting or emailing sensitive subject rather than voicing it out.
Strong majorities in China (90 per cent) and South Korea (80 per cent) say they text or email things they would not say over the phone or in person. Seven in ten of those in Indonesia (76 per cent), India (69 per cent) and Saudi Arabia (67 per cent) say so. Following next are Turkey (58 per cent), Brazil (48 per cent), Japan (46 per cent), South Africa (45 per cent), Argentina (42 per cent), Mexico (42 per cent) and Russia (39 per cent). Only three in ten or less in most of the countries surveyed say they reserve some communication for text or email: Canada (34 per cent), Australia (33 per cent), France (33 per cent), Great Britain (32 per cent), Poland (32 per cent), Belgium (31 per cent), Italy (31 per cent), United States (30 per cent), Germany (25 per cent), Hungary (24 per cent), Spain (24 per cent), Norway (22 per cent) and Sweden (22 per cent).
Ipsos conducted this study among 18,502 adults in 25 countries in the month of August.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
