Mumbai: Axis My India, a leading consumer data intelligence company, has unveiled its latest report on the India Consumer Sentiment Index (CSI), providing invaluable insights into evolving media consumption patterns, consumer behaviour, and data privacy sentiments. The survey shows the final balance between television media consumption and online video content consumption both dominating as primary mode of entertainment. Moreover, the report reveal trends in movie theatre visits, OTT consumption and radio consumption. With data-driven observations and comprehensive analysis, this report serves as a crucial resource for businesses seeking to align their marketing strategies with changing consumer preferences in the digital age.
The August net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which has increased as compared to last month (+7).
The sentiment analysis delves into five relevant sub-indices – overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends.
The survey was carried out via computer-aided telephonic interviews with a sample size of 5092 people across 35 states and UTs. 65 per cent belonged to rural India, while 35 per cent belonged to urban counterparts. In terms of regional spread, 22 per cent belong to the Northern parts while 25 per cent belong to the Eastern parts of India. Moreover, 28 per cent and 26 per cent belonged to Western and Southern parts of India respectively. 61 per cent of the respondents were male, while 39 per cent were female. In terms of the two majority sample groups, 31 per cent each reflect the age group of 36yo to 50yo and the age group 26yo to 35yo.
Commenting on the CSI report, Axis My India chairman & MD Pradeep Gupta said, “ The media consumption landscape is continuously evolving, revealing intriguing trends that promise a transformative future for content engagement. Digital platforms are experiencing remarkable growth, driven by tech-savvy youth, while traditional mediums like TV and newspapers retain their allure. Noteworthy is the renaissance of cinema, spearheaded by urbanites and seniors. Looking ahead, digital media’s dominance is set to soar further, with online video content and OTT shows captivating millions daily. Yet, radio’s enduring relevance endorses its appeal in the digitally-driven era. Businesses must adapt to these evolving preferences, crafting tailored experiences to thrive in the ever-expanding universe of media choices”.
Key findings
. Overall household spending has increased for 58 per cent of the families, which is an increase by two per cent from last two months and the highest increase in the last five months. The net score, which was +48 last month is +46 this month. The increase is slightly higher in the southern states such as Andhra Pradesh (71 per cent each) followed by Telangana (67 per cent), and Karnataka (65 per cent).
. Spends on essentials like personal care & household items have increased for 44 per cent of families, which marks a significant increase by 13 per cent from last month and the highest in the last five months. The net score, which was at +18 last month has surged to +23 this month which is the highest in the last five months. Essential spending reflects an increase majorly for the southern states such as Telangana (67 per cent) Andhra Pradesh (63 per cent) and Tamil Nadu (61 per cent).
. Spends on non-essential & discretionary products like AC, Car, and Refrigerators have increased for six per cent of families, which is an increase by one per cent from last month. Discretionary spending reflects an increase majorly for the states of Meghalaya (17 per cent), New Delhi (13 per cent), and Odisha and Tamil Nadu (11 per cent each).
. Expenses towards health-related items such as vitamins, tests, healthy food has surged for 33 per cent of the families. This reflects an increase in consumption by three per cent from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value -14 this month. Health-related products consumption increased more for the states of Punjab (44 per cent), Rajasthan and Chhattisgarh (42 per cent each).
. Consumption of media (TV, Internet, Radio etc.) has increased for 20 per cent of families, depicting an increase in media consumption percentage by 2 per cent from last month. This increase is depicted after a decrease was reflected last month at 18 per cent.
. Mobility has increased for seven per cent of the families, which is a dip by one per cent from last month. Mobility is highest amongst the states of Tamil Nadu (24 per cent), Arunachal Pradesh (14 per cent) and Rajasthan (12 per cent)
On topics of current national interest
. Axis My India CSI survey aimed to understand content consumption trends among consumers. The survey covered various mediums, including television, newspapers, online video content, radio, and movie halls.
. Television consumption: 70 per cent of respondents reported watching TV shows daily, with 87 per cent watching it atleast once a week, indicating that television remains a popular medium for entertainment. Regions like Northeast, Karnataka, Gujarat and Delhi recorded the highest percentage of respondents with ‘everyday’ consumption habits. This highlights the popularity of television in these regions.
. Newspaper consumption: 64 per cent of respondents read newspapers daily, indicating that traditional print media remains relevant despite the digital age. 15 per cent of respondents read newspapers once or twice a week, showcasing a smaller but noteworthy group of occasional readers. Regions such as Karnataka, Kerala, Madhya Pradesh, and West Bengal showed the highest percentage of ‘everyday’ newspaper readers, suggesting strong newspaper readership in these areas.
. Online video content consumption: 80 per cent of respondents reported watching video content on platforms like YouTube, Instagram reels, Facebook shorts, etc., daily. This shows the significant impact of digital media on content consumption. 47 per cent of respondents reported watching Over-The-Top (OTT) shows daily, reflecting the growing popularity of on-demand streaming services.
. Daily OTT consumption: 47 per cent watch OTT shows daily. Respondents from regions like Chhattisgarh, Gujarat, Haryana, and West Bengal reported the highest daily consumption of OTT content. This shows the growing popularity of on-demand streaming services in these areas.
. Radio consumption: Despite the rise of digital media, 49 per cent of respondents still listen to the radio, highlighting its continued relevance and reach.
. Movie halls: 45 per cent of respondents reported visiting movie halls less than once a month, indicating a decline in physical movie-going habits, possibly due to the availability of digital streaming platforms.
. In terms of spending motivations among consumers across different product categories, the survey findings revealed the top four areas where consumers plan to increase their expenses, these include health-related items (Ointments, medicines, bandages, etc), view of 31 per cent; household items (food/drinks/grocery), view of 28 per cent; home improvement, view of 23 per cent; and on clothing, view of 22 per cent.
The survey further sought consumer responses on the products and services they either bought in the last 6 months or plan to purchase in the next 6 months.
. Bought in the last 6 months – The results revealed that 3 per cent of respondents bought a 4-wheeler (Sedan, SUV, Mini) in the last 6 months, 7 per cent of respondents purchased a 2-wheeler (Scooty, Bike, Electric). 1 per cent of respondents bought a tractor in the last 6 months. Furthermore, 18 per cent of respondents acquired a mobile phone in the last 6 months while 7 per cent of respondents made a purchase in the home appliance category (TV, Fridge, AC) in the last 6 months. Finally, only seven per cent of respondents bought luxury goods (Watch/Jewelry, items more than Rs. 10,000) in the last six months.
. Planning to purchase in the next six months – In the automotive category, 13 per cent of respondents expressed their intention to purchase a 4-wheeler (Hatch, Sedan, SUV) in the next six months, while 15 per cent of respondents plan to buy a 2-wheeler (Scooty, Bike, Electric). Regarding tractors, six per cent of respondents are considering purchasing one. On consumer electronics, 17 per cent of respondents are planning to buy a mobile phone in the next 6 months, while 13 per cent intend to purchase home appliances. Finally, in the luxury goods category, 15 per cent of respondents have plans to purchase in the next 6 months.
. As the festive season approaches, Axis My India surveyed consumers to understand their primary purchasing factors over the next six months. According to the findings, a significant 47 per cent of respondents prioritize quality as their primary purchasing factor, emphasising their preference for durable and high-quality products. This view mostly resonated with the consumers of Karnataka, Maharashtra, Punjab and Chhattisgarh. Affordability and budget-conscious choices remain essential, with 23 per cent of respondents placing price as their top consideration. Brand equity also plays a role in consumer decisions, as 14 per cent of respondents consider it a crucial factor, indicating trust in established and reputable brands. While though sustainability and environment-friendly options are gaining traction, only 2 per cent of respondents prioritise these aspects in their purchases. Convenience is valued by 11 per cent of respondents, reflecting a preference for easily accessible and time-saving options.
. Ahead of India’s 76th Independence Day, the survey gauged key expectations of citizens from the government. It revealed diverse priorities among respondents. The top two expectations were to bring down inflation, with 46 per cent of respondents emphasising its importance, and to generate employment opportunities, which garnered 41 per cent of the responses. Additionally, 19 per cent of respondents highlighted the need for better infrastructure, encompassing improvements in schools, hospitals, and roads. Furthermore, 16 per cent of respondents expressed their expectations for the government to address everyday challenges related to food, clothing, shelter, and water. Concerns about farmers’ prosperity garnered the attention of 13 per cent of respondents, while six per cent stressed the importance of peace and harmony across religions. Border security and strengthening India’s global image were each mentioned by three per cent and two per cent of respondents, respectively.
. Seeking consumer responses on whether they believe the nation has progressed more in the last 10 years (2013-2023) compared to the 10 years before that (2003-2013), it revealed that 75 per cent of respondents hold the view that the nation has indeed made significant progress in the recent decade. On the other hand, 22 per cent of respondents expressed a contrary opinion, believing that progress has not been substantial in the past 10 years. A smaller proportion, constituting three per cent of respondents, expressed the belief that the progress remained relatively unchanged during the two periods under consideration.
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