Sunday, 19 April 2020

Chennai households top the lockdown gadget density ranking

Chennai households top the lockdown gadget density ranking: reveals #LifeSlicesByMahindraLifespaces study
With India in a lockdown, there is increased dependency on technology as we work from home; turn to OTT platforms and television for entertainment; and engage with our friends and family virtually.  The ‘#LifeSlicesByMahindraLifespaces’ study offers insights into the potential preparedness for a lockdown situation by way of gadgets that offer better connectivity, facilitate conversations with friends and relatives and enable virtual collaboration on work-related projects.

‘#LifeSlicesByMahindraLifespaces’ is a light hearted survey which reveals anecdotes about the way Indians live, their aspirations for the future and how the real estate sector can best meet these aspirations.  Among other aspects, this Mahindra Lifespaces’ study aimed to understand the technology habits, inclination and needs of householders; and the levels of adoption of smart-home devices.   Respondents comprised over 1,000 householders across seven cities in India.  They were questioned about the presence of various hi-tech gadgets within their homes - ranging from smart TVs and VR equipment to wireless devices. 
With a maximum score of 6,800 points (this is the score that would be assigned to a city if each and every home in the city possessed all types of devices), Chennai householders topped the ranking with 4,255 points, reflecting the largest gadget density per household on average (such as VR equipment and intelligent home systems).  Hyderabad and Bengaluru rank 2nd and 3rd respectively on the index, with 3542 points and 3476 points 
In comparison, Mumbai scored 3013 points, while Pune accumulated 2083 points.  Nationally, the average Indian home scored 3,191 points.
As Indian families self-quarantine to stop the spread of the ongoing Corona pandemic, they are also figuring out ways to pass these trying times at home.  There is thus a renewed focus on hi-tech gadgets which facilitate connectivity and offer entertainment.  Here is an overview:

-       VR Glasses:
The All India Gaming Federation (AIGF) has declared a growth of 10-12% in the digital gaming sector over the last month, during the ongoing pandemic.  There has been a substantial surge in the number of hours spent by Indian users in the world of online gaming.  The ‘#LifeSlicesByMahindraLifespaces’ study reveals that 86% of Chennai householders own VR glasses (compared to a national average of 50%).  Similarly, more than two-thirds (68%) of households in Hyderabad own VR glasses, whereas 63% of Bengaluru householders own VR glasses.  VR glasses are a key equipment in online gaming.

-       Media streaming devices  such as Google Chromecast and Amazon Fire Stick:
‘Quarantine, stay home and stay joyful’ is the new mantra to beat the ongoing pandemic.  Both these devices are used to play content from various OTT platforms on TV screens.  As the world adjusts to self-isolation, millions of people who are now at home 24/7 are turning to OTT content for entertainment.  An approximately 20% increase in viewership has been observed across several over-the-top (OTT) platforms during the ongoing lockdown period.  Our data indicates that about 47% respondents own either a media streaming device - i.e., either a Google Chromecast or an Amazon Fire Stick.  India is very much online and we know for a fact that homeowners are streaming!

-       Smart TV:
According to data shared by the Broadcast Audience Research Council India (BARC India), total TV viewership across India grew 5% to 906.2 million (for the week ending 19th March) from 865.9 million (week ending 13th March). As per our survey data, 93% of Indian homes own a TV.  Quarantine life is on; and we know that so is the television!

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