Croma Home Stories survey reveals the ‘Remote Relay’ hour, the ‘9pm Changing of the Guard’ and other secrets of India’s households
Mumbai, 26 June, 2014: India’s women ‘own’ the household TV throughout the day according to a new research published by Croma, the Electronics Megastore from Infiniti Retail Limited; however by the time the clock chimes 9pm it’s the men who take over.
The findings – highlighted in Croma Home Stories survey – reveals 9pm as a form of ‘Remote Relay’ hour when control of the ubiquitous and all-important remote finally passes from female to male jurisdiction. According to the findings nearly 40% of men claim that their female partners dominate the remote control all afternoon (from midday to 9pm); while over half of all respondents collectively claim that it’s their respective mothers who rule the remote during the same period. Over half female respondents actually admit to ‘fighting for control’ for the precious device.
“While we all know the day of multi-device and cross-screen usage is here, Croma Home Stories survey demonstrates the importance, protocols and household politics relating to control of the household TV set. And – according to our findings – the females of the household exercise a near monopoly on the remote; at least during daylight hours!” says Mr. Ajit Joshi, MD & CEO, Infiniti Retail Ltd.
Who typically dominates the TV remote control in the living room at home?
12pm-5pm
5pm-9pm
9pm-12 midnight
“9pm symbolizes a form of TV ‘changing of the guard’ when the females of the household cede control of the TV to their male counterparts. This form of ‘remote control diplomacy’ really confirms the central role and meaning the TV set continues to exert on household life in India.”
Men rule the evening schedules . . . and beyond
While women clearly rule the noon and evening slot of the remote relay, men take over from 9pm, with over a quarter of all respondents citing fathers overtaking mothers for control of the remote during this period. According to Mr Joshi, this time slot (prime-time as per most channels) has seen a significant increase in male partner dominance in terms of control over the TV remote.
“With the current soaring FIFA fever, men are likely to invade the TV largely. Quite aptly, the survey sees a spike in male viewership during the night slot. In all honestly, with many World Cup matches kicking off well into the early hours Indian time, this is probably a battle most women are happy to cede to their male co-habitants!” Mr. Joshi, added.
Part One of Croma Home Stories survey coincides with the launch of Croma’s much awaited month long annual festival – ‘Croma Gadget Fest’ – which runs until 13th July, 2014. This festival is a one-stop-shop for all our buyers on the lookout for exciting offers on tablets and laptops. EMIs, student offers, easy exchange policies, cashback offers on SBI and new launches are all major attractions available during this back-to-school month.
Mr Joshi added that the politics of the remote control reveal important aspects of the ‘give and take’ and compromises of family life.
“According to the study, during the day when the family watches television together it is still the female gender, this time the mother, who usually retains control of the remote. It is only during the time slot of 9pm to 12am that fathers take the remote reins. This is a perfect metaphor for family life, keeping all parties happy and together; which is really what the TV remote’s ‘Changing of the Guard’ and ‘Remote Relay’ hour are all about,” he concluded.
About the Croma Home Stories survey
Conducted in June 2014, Croma Home Stories research is a light-hearted look at Indian households, the gadgets and devices they use and what they reveal about them. Commissioned and executed by Croma, the research is based on online study and the responses of 1,029 Indians, including Croma customers and followers of the brand on social media channels.
About Infiniti Retail Limited:
Croma is a chain of multi branded electronics retail stores in India. Croma is run by Infiniti Retail Limited, a 100% subsidiary of Tata Sons, a Tata Enterprise a globally recognized brand that stands for trust and reliability. Launched in October 2006, the chain now has 101 outlets across 16 major cities of India. Croma sells over 6000 products in the stores from 5 lead categories namely Home appliances, Entertainment, IT products, Digital imaging and Communication. Croma came in with a strong intent to help consumers in their buying process. This is aptly expressed in the brand’s tagline- “We help you buy”. The pillars on which this promise stands are Knowledgeable and helpful staff, wide range of brands and products, post-sale service assurance and International shopping experience.
Reiterating the same commitment to delight customers all along, Croma launched its own label products ‘Croma Life Accessories’ in 2008– with over 200 products in its portfolio that have a market share of over 25% in select categories like ACs, Small appliances and Accessories. ‘Croma Life Accessories’ has won the award for ‘Brand Excellence in Private Label’ for the 2nd consecutive year by the ‘World Brand Congress’.
And is also the winner of the revered ‘Product of the Year’ award for its Portable AC. With its own eCommerce website – www.cromaretail.com – Croma is able to achieve online-offline synergies to bring great benefits to customers. Dedication and adherence to it’s brand promise has earned the company “Most Admired Retailer” – Consumer Electronics award for 6 years in a row from the Indian Retail Forum.
