This document summarizes research on media and technology usage among 52 families across 6 cities in India. It describes their morning routines, including most listening to religious audio while getting ready. It also outlines their mid-day activities, with many housewives and children watching soap operas for a few hours after lunch. Their evenings typically involve family TV watching, news for men, and movies. Locations in the home are designated for work, socializing, and privacy regarding technology and media use.
1. Shared Technology & MediaSpaces in Indian Home
52 Families, 6 Cities
Mitushi Jain, IID, Semester-3
2. Summary
Lifestyles of middle class families of tier2 and tier3 cities of India, taking
into the account both family dynamics and there media consumption inside
the house. I look at their patterns of location of technology, stresses and
strain consumptions, use of technology, Profiles and personalization, and
domestic routines, as well as examining some aspects of their lives more
closely such as the ways in which they share technology and spaces in
household routine.
3. Background
One of the challenges for a field research team is making the most limited
amount of time in a location -usually with an emphasis on in-depth qualitative
methods such as home visits, contextual interviews and shadowing. Where’s the
family studies enable the team to touch a broader spectrum of local consumers
and sometimes highlight topics that can be brought into the qualitative research
process. The studies are never a substitute for quantitative market research.
4.
5.
6. HOME AM PHASE- Morning Hours
Radio Switch On: 80% Religious Audio: 90%
TV Switch on: 20% Latest Music: 10 %
Device Location: Lobby/ Bedroom
“his [son] shower with radio switched on, is at 5 to 7; I then am in
the shower at about 5 or 10 past
come out of the shower and [my husband] nips in and washes and
whatever, and then he comes out and [my daughter] goes in.” F17
“[my oldest daughter’s] fairly independent in the morning so I
wake her up in morning, place her clothes on the bed and tell her
to get on with it. Then I wake up [my youngest daughter] who’s
normally grumpy in the morning and get her dressed
because she can’t completely dress herself yet”
7. Home- work Transition Phase
Watching Television while cooking: 60%
TV in kitchen: 10%
TV in Lobby: 50%
Working Wife: 20% ( Teaching Profession)
“I [housewife] generally spend time listening to daily soaps while
cooking in kitchen. My most of the time goes in the kitchen.”
“[Daughter] spends time listening to music player in the study
area of the house and leave for college bit later in the morning”
8. Noon lazed out Phase
Noon soaps ( Housewife + Kids): 80%
Sleeping (2hrs): 60%
“I [housewife] wait for the kids to come back home by 2:00pm,
then I serve food to them and myself. Then our few hours goes in
watching daily soaps. I prefer to take a nap of an hour to get
freshen up for the rest of the day”
[Kid] I come back from school and watch TV with mom and after
that, spend time playing games on computer and get back to
studies”.
9. “We stay in the same locality, and in the evening we just call each
other outside or at anyone’s house to have chit chat and gossip
session. Mostly we discuss local news”.
Playful and community Phase
Neighborhood time: 80%
Religious meetings: 60%
Kitty Parties: 80%
10. “I really, really don’t like cooking twice it would be my one big
thing, you feel so guilty as a mother if you don’t cook everybody a
nice wholesome meal everyday.”
“[On the weekend] we do have a family meal together, which
takes a little more forethought and planning, whereas during the
week [my older daughter] has school meals and there’s only one
day that I have a cooked meal with [my younger daughter]
because she gets fed at nursery, so the rest of the time I just have
to chuck something in the pan for me and [my husband] whereas
at the weekend I can think and prepare what I’m going to do for
all of us”
Home PM Phase
Family Watching TV: 90%
Late night news: 40% (Male member)
Late night movies: 20%
11. Sharing Media- Locations
• Work Space (More Privacy) laptops, music players, mobile phones
• Hang- out Space (Less Privacy, Socializing) TVs, stereos, landlines, desktop
12.
13. Results
• Number and type of technologies family owned
• How families share their technology
• Family Dynamics
• High Traffic location
14.
15. “we pretty much share everything”
e.g. “Never tried a password. I don’t see a reason
unless you want different backgrounds”
Type of technology Ownership
Individual Ownership
Shared Ownership
