According to the survey report, consumption of media like Television, Radio, Online media has increased by 24%.
Consumption remains the same for a majority of 54 percent of families and this is the highest in the preceding five months. This is deliberated among 18–25-year-olds who hail from northern India.
Axis My India’s ‘India Consumer Sentiment Index’ surveyed understanding the sentiments of consumer perception. This analysis was based on five sub-indices; overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, and mobility trends.
Advertisements, according to 41% of respondents, influenced purchase decisions. However, a majority of 57 percent disagreed that advertisements do not influence buying decisions.
According to the survey, 26% of people were using the internet while watching television. This indicates that people are completing work on many displays at the same time. This also clarifies a fierce battle between the two channels for consumers’ attention to engage them with information, news, entertainment, and commercials. This attitude was most prevalent among 18-25-year-olds.
Eighty-nine percent of families said that they have outgoing activities like short vacations, malls, and restaurants as compared to 85 percent of the families last month. However, only four percent of families recorded an increase in outgoing activities comparatively.
Computer-aided telephonic interviews are used for carrying out the survey, with a sample size of 10,525 people across 36 states. Seventy percent came from rural India while 30 percent hailed from urban counterparts. In addition, 59 percent of the respondents of the survey were male. And the rest of the respondents were female.
For 53 percent of families, overall household spending increased, reflecting a 6% decrease over the previous month. Overall spending remained constant for 33% of families, the highest level in the prior five months.
Expenditure on personal care and household items essentials surged for 43 percent of the families. This surge mostly occurred in the northern and southern parts of India. Expenditure remains the same for 33 percent of the families.
For 10% of families, non-essential and discretionary purchases such as air conditioners, vehicles, and refrigerators have grown. This was a significantly lower percentage than in previous months. Despite this, the spending of 83 percent of the families remained stable. This was a 5% increase from the previous month. This may be seen in the purchasing habits of Indians in the country’s eastern and northern regions.
A majority of 41 percent showed unease that the information shared online was not secure. Moreover, 48 percent believed that the virus – Omicron would not impact their financial well-being.
Sixty-six percent of respondents thought women were better at investment management than men. This was the result of a survey conducted in India’s western region.
Overall, this study shows that the competitiveness of shared spaces between television and online media is likely to influence ad-based consumers’ purchasing decisions. However, because online space is an interactive platform, it faces the challenge of ensuring the security of the data held by consumers.
Marketers and advertisers are in the best position as the mood of the country resurfaces and more media opportunities open up.
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