Shared Technology & MediaSpaces in Indian Home52 Families, 6 Cities

Mitushi Jain, IID, Semester-3

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.

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.

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 dressedbecause she can’t completely dress herself yet”

Home- work Transition PhaseWatching 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”

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”.

Playful and community Phase

Neighborhood time: 80%Religious meetings: 60%Kitty Parties: 80%

“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”.

Home PM Phase

Family Watching TV: 90%Late night news: 40% (Male member)Late night movies: 20%

“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”

Sharing Media- Locations

• Work Space (More Privacy) laptops, music players, mobile phones• Hang- out Space (Less Privacy, Socializing) TVs, stereos, landlines, desktop

Results• Number and type of technologies family owned• How families share their technology• Family Dynamics• High Traffic location

Type of technology Ownership

Individual OwnershipShared Ownership

“we pretty much share everything”e.g. “Never tried a password. I don’t see a reason unless you want different backgrounds”

Technological Sharing of single device

• Tec• How families share their technology• Family Dynamics

Technological Specs (single house)

Thank You