When it comes to entertainment and advertisement, television is the most preferred medium for

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Indians, followed by newspapers which is still read by many with the morning tea, according to a survey.

The survey conducted by global consultancy firm Deloitte showed that 92 per cent respondents rated television as the most preferred entertainment medium, followed by newspapers with 58 per cent of those surveyed reading them.

"This may be due to the fact that television still has a wider reach than any other medium and the visuals of television have a greater impact on all irrespective of their educational background, status etc," the report said.

According to Deloitte, reading habit (either print or online content) was more visible among people aged 26 years and above.

"Indians, unlike as in the western countries, prefer to read their daily newspapers with their morning cup of tea. This habit is more visible in 'Generation X' and above (over 26 years of age), with the maximum score of 68 per cent returned by Boomers (43-61 years of age)," report added.

Among those surveyed, nearly 95 per cent of senior citizens, those in the age group of 62-69 years (Matures), rated television as the preferred entertainment medium.

Further, television advertisements influence people more than those in print, the survey said.

Conducted in late 2009, the survey covered metro cities, Bangalore, Lucknow, Ludhiana, Patna, Surat and Indore. It focused on consumers in the age group of 14-69 years.