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06 February 2022
A snapshot of India's media habits
Purchase behaviourIndiaMedia consumption
A quarter of Indian consumers surf the internet while watching TV and four in ten agree that ads influence purchase behaviour, according to a monthly sentiment survey from Axis My India.
Why it matters
Media and spending habits remain highly variable in the context of the pandemic and the coronavirus variants that emerge to disrupt attempts to move back to normality, January’s Omicron scare being the latest. Marketers have to be alert to both short-term shifts and underlying longer-term attitudes.
The February net consumer sentiment index fell to +7 from January’s +10.
Essential, non-essential and health-related increased expenditures dipped in January, but consumers were also confident they would not be financially affected by the latest coronavirus wave.
Media consumption in general remains the same for 54% of the families, the highest level in the last five months.
While 41% agreed that ads influence purchase behaviour, 57% disagreed.
“With the nation’s sentiments resuming back to slow and steady normalcy and more opportunities opening up within the media space, advertisers and marketers are in a sweet spot and should thereby leave no space untouched” – Pradeep Gupta, CMD, Axis My India.
Axis My India surveyed 10,525 people, 70% from rural India, 30% from urban India.