Axis My India is a leading consumer data intelligence company. It released the latest findings of the India Consumer Sentiment Index(CSI), a monthly analysis of consumer perception on a range of issues. The June report highlights and compares the average time spent by consumers watching television vs digital media.
The survey continues to delve deeper to understand consumers’ awareness and engagement with video-focused social networking applications. Facebook, Instagram, YouTube, and Sharechat were seen to be the most visited video-focused social media applications by consumers.
The survey was done through Computer-Aided Telephonic Interviews with a sample size of 10613 people across 28 states and 8 UTs. 73% of people belonged to Rural India, while 27% belonged to urban counterparts. 65% of the survey respondents were male and 35% were female.
Consumption of media stays the same for 58% of the respondents. Consumption has increased for 20% of families, marking an overall dip of 3% from last month. Overall household spending has increased for 61% of families which reflects a 5% dip from the last month. Spending on essentials like personal care & household items has increased for 46% of the families. Consumption of health-related items has increased for 36% of families.
A deep survey was taken to understand media consumption among consumers. According to the survey, 20% said that on an average day, they spend 1 to 2 hours watching television. 18% spend 30 minutes to an hour watching television. On Digital medium, 19% said that they spend 1 to 2 hours on the internet on average. The next 16% said that they prefer investing 2 to 4 hours on the internet. The average time spent on digital platforms is 105 minutes and on television is 66 minutes. The results show that there is a slow and steady shift towards digital media consumption.
According to the corporate leaders’ survey, Ratan Tata, a veteran Indian industrialist, philanthropist and former chairman of Tata Sons, was voted the highest with 28%. Next in this category was Mukesh Ambani, Chairman & MD, Reliance Industries with 20%. Others that came in line were Anand Mahindra, Gautam Adani, Narayan Murthy and Chandrashekar.
The CSI survey also captured the most resonating political leader among Indian Youth. Among a vetted list of personalities, the survey said that the Prime Minister, Narendra Modi scored the vast majority vote representing the choice of 48% of people, followed by Arvind Kejriwal with just 8% and Rahul Gandhi with 6% as the third in the list.
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