Dream11 and Tata Neu are the most noticed brands during this IPL season as per Axis My India May CSI Survey.
22% have watched IPL this year.
10166 people surveyed 69% is from rural India while 31% is from urban India.
Overall household spending increased for 66%, net score increased to +58.
Spend on essentials has increased for 48% families and non-essential spends has increased for 14% families.
Health-related consumption increased for 38% of families.
Media consumption and mobility sentiments has increased slightly compared to last month.
35% indulged in online shopping last year.
54% report advertisement claims on TV and in newspapers are farfetched.
FD & RD and Gold are second and third most preferred investment options after insurance.
News related to Elections, Political party are preferred content among consumers,52% believe they had enough of news regarding Russia-Ukraine war.
22% of the population have watched IPL this year & a significant 78% who have not watched it yet.
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The May report highlighted that news related to Elections, political parties, the Russia-Ukraine war; sports; entertainment and Covid related updates were the top five preferences of consumers. The survey also revealed findings within the advertising ecosystem. It discovered that majority of the respondents believe that advertisement claims on television and in the newspaper are farfetched. It also stated that ads shown by Dream11 and Tata Neu have captured the interest of consumers in this season’s IPL. At an overall level 22% of the respondents mentioned that they have watched IPL this year.
The May net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +12, from +11 last month and continuing the upwards trends noticed in the last 4 months.
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 & mobility trends.
This month, Axis My India’s Sentiment survey delved deeper to comprehend consumers’ views about advertisement claims on television and newspapers, most featured brands during IPL, preferred news content and interest in the Russia-Ukraine war- related news. The survey also gauged consumers’ outlook on quick gratification schemes offered and plans on New Year investments.
The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10166 people across 30+ states and UTs. 69% belonged to Rural India, while 31% belonged to urban counterparts. In addition, 68% of the respondents were male, while 32% were female. In terms of regional spread, 26% each belonged to Northern and Eastern parts of India, while 31% and 17% belonged to Western and Southern parts of India. In terms of the two majority sample groups, 31% reflect the age group of 26YO to 35YO, while 30% reflect the age group of 36YO to 50YO.
Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“The evolved and re-energised consumer community reflects optimism towards increasing expenditure in discretionary spends showcasing their affinity to ‘what they want rather than what they need’. This provides a ray light for brand and marketers to tap towards the shifting priorities of consumers. While brands are striving to capture the instant gratification instincts of consumers there is a need to understand context and content to capture the right eyeballs. On a holistic level, it is necessary to shake the long-drawn perception of consumers being a homogenous community as every individual has distinct aspirations, seeks different investment plans, and consume varied news. The news industry has grown in the last year or two with the Pandemic, the Russia -Ukraine war or the Sri-Lankan economy crisis but elections & political news remain the most watched content by viewers. Interestingly even with better opportunities abroad, 64% Indians would prefer to stay in India and work towards a better living, something we all should be proud of."
Key findings:
On topics of current national interest:
41% trusts television as a medium, 60% seeks new information on the internet As per Axis My India March CSI Survey
33% to view IPL on television at home or outside in mall/pub/friends place this season.
Over 10,086 people surveyed 67% is from rural India while 33% is from urban India.
Consumer Sentiment highest in the last one year, with a Net Score of +11.
Overall household spending increased for 62%, an 8% increase from last month.
Increase in essential spends and non-essential spends by 5% each.
Health-related consumption decreased for 16% of families.
Media consumption remained the same for 55% of families.
Mobility sentiments maintain a net score of Zero.
55% supports the Modi government’s stand on the Russian Ukraine War.
10% to view IPL on digital mediums, 2% to watch it live.
18% planning to buy or exchange products like AC/Fridge this summer season.
13% plan for domestic holidays while 84% has no plans of travel.
60% seeks new information on the internet, 41% trusts television as a medium followed by digital at 33%.
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of March highlights that a combined 43% prefer Television and Digital mediums for watching IPL this season. In addition, 60% seek out new information on the internet while 41% consider television as the most trusted medium, digital is second in terms of trust at 33%. 55% of families mentioned their media consumption has remained the same as last month. At an overall level, the Consumer sentiment is at the highest in last one year.
The April net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up/down to +11, from +9 last month and reflecting the highest increase in last one year.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
This month, Axis My India’s Sentiment Index delved deeper to comprehend consumer’s behaviour with regard to current world affairs, IPL consumption and information- seeking motivations. The survey further revealed summer- specific holiday/leisure plans and product preferences of consumers.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10086 people across 36 states. 67% belonged from Rural India while 33% belonged from urban counterparts. In addition, 63% of the respondents were male while 37% of the respondents were female. In terms of regional spread, 24% and 21% belonged to the Northern and Southern parts of India while 25% and 30% belonged to Eastern and Western parts of India. In terms of the two majority sample groups, 31% reflects the age group of 36YO to 50YO and 27% reflect the age group of 26YO to 35YO.
Commenting on the CSI report, Pradeep Gupta, CMD, Axis My India, said,“With mounting geo-politics tensions, opening up of economies and diminishing fear of Covid-19, Indian consumers are showcasing confidence and overall sentiment is at the highest in last one year. While they are seeking out every new information with the help of the ever increasing penetration of internet, a majority of the population still relies on traditional media such as television to seek accuracy of this information. Even the government’s decision to abstain from voting resonated with the country's sentiment basis welfare and security concerns of the Indian community in Ukraine and awareness of long standing political and strategic ties with Russia. Increasing expenditures across categories, domestic travels and coming together for IPL further captures the sentiment of an optimistic consumer. It reflects their intent for an improved life and lifestyle".
Key findings:
On topics of current national interest:
Media consumption has increased for 22% of the families, 46% notice ads on digital while 29% shops online as per AMI survey
Flipkart and Amazon most preferred shopping apps among Indian consumers
Over 10,151 people surveyed 70% is from rural India while 30% is from urban India
Overall household spending increased for 54%, a 1% increase from last month
Essential spends records an increase of 43% while increase in non-essential spends is at 8% decreased by 2% from last month
Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 8% of families.
Surge in health-related consumption is at 35%, down by 3% from last month
Consumption of TV, Internet, Radio has improved for 22% of families
90% families, going out the ‘same’ for short vacations, malls, restaurants etc
Consumption of TV, Internet, Radio has improved for 22% of families
85% consider start-ups to be the backbone of the New India in the coming years
A combined 68% believes that digital currency will result in more safe and secure mode of online transaction/ transfer of funds
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of February encapsulates that while almost 46% views ads on the internet, only a little more than half of it shops online with the most preferred apps being Flipkart, Amazon and Meesho. In addition, while this month’s media consumption has increased for 22% of the families, a second majority of 29% reveal that online TV streaming services have changed the way one watches television.
The March net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +9, from +7 last month and reflecting an increase in the net score post the February drop because of the Omicron scare.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
This month, Axis My India’s Sentiment Index dived deeper to comprehend consumer’s behaviour with regards to online streaming, advertisement and shopping. The survey further revealed most preferred app by consumers for online shopping. Finally it also gauged consumer views on the impact of upcoming five state elections, start-up ecosystem and RBI proposed digital currency on the nation.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10,151 people of which 70% belonged from Rural India while 30% belonged from urban counterparts. In addition 63% of the respondents were male while 37% of the respondents were female
Commenting on CSI report, Pradeep Gupta, CMD, Axis My India, said,“With greater relaxation from the government in terms of mobility and increased encouragement from corporates to return to physical setting, we can witness the country’s effort to go back to the ‘old normal’. Consumers are spending where necessary and exercising ‘very mild’ caution on discretionary expenditures or mobility habits. Attracting consumers’ interest is also the five state elections, as they are expected to have an overall impact on the country’s economy. In addition, positive outlook towards RBI’s proposed digital currency also reflect the nations wider acceptance towards this change. PM Narendra Modi being voted as the leader best suited to guide India’s internal & external security in the wake of the current Russia-Ukraine crisis is not a surprise. Finally, increased online ad consumption & online purchase behaviour reflect the gradual dominance of digital in a consumer’s life and the need for marketers to develop an omni-channel marketing strategy.”
Key findings:
On topics of current national interest:
Axis My India launches India Consumer Sentiment Index; the overall Consumer Sentiment shows a positive shift in momentum
Axis My India, a leading consumer data intelligence company, announced the launch of India Consumer Sentiment Index(CSI), a detailed trend analysis which will track real time shifts in consumer sentiment nationally.
A monthly index, the CSI will focus on providing intelligence and insights from the length and breadth of the nation, analysing several subtleties and nuances that influence perceptions and compile them into a consolidated scoring system based index. The consumer sentiment scores will be based on a moving average of adult residents across all states and Union Territories in India.
The sentiment analysis will delve into 5relevant sub-indices –Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
The CSI follows the methodology of a national representative random probability sample as used in the standardised CATI(Computer aided telephonic interview)methodology, covering all geographic and demographic segments across all states and Union Territories in India.
Commenting on the launch of the report, Pradeep Gupta, CMD, Axis My India, said, “The India Consumer Sentiment Index is our endeavour to capture the shifts in the pulse of the demographic as we navigate a radically altered post-pandemic world. We have selected relevant categories like inflation in household spends and expenditure on healthcare to account for everyday challenges affecting a significant percentage of the population. While the second wave negatively impacted economic sentiment around employment and business prospects, the index will aspire to demonstrate the accurate picture based on the remodelling of the vaccine distribution strategy, which has shown encouraging results. By plugging into economically and culturally significant data-points, the CSI will try to gauge, interpret,and predict the impact of macro factors on the lives of the average Indiaacross demography & geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics”
All interviews are conducted through CATI, among nationally representative sample of 10865adults. Surveys are weighted in each district by age, gender,occupation,and region.
Key findings:
The overall Consumer Sentiment Scoreis moving in the positive direction with a score of +0.5 over the previous month.The overall consumer sentiment score is calculated by % Increase -% Decrease and is expressed as a number from -100 to 100; the score is negative when the sentiments show more decreaseas compared to increase, and positive in the opposite situation.
Apart from the capturing sentiments which is the measure of overall consumer confidence, the study also captured some interesting trends on topical matters:
26% surfs internet while simultaneously watching television and 41% agreed that ads influences purchase behaviour - As Per Axis My India February CSI Survey
89% going out same as compared to last month to malls, short vacations, restaurants etc
Over 10525 people surveyed 70% is from rural India while 30% is from urban India.
Overall household spending has increased for 53%, majorly in South & west regions, 6% dip from last month.
Essential and discretionary spendings increased for 43% and 10% of families respectively – lowest surges in the last 5 months.
Slight dip on expenditure related to health items, net score at -20 as compared to -23 last month.
Mobility remains the same for 89% families, going out for short vacations, malls, restaurants etc inspite of the Omicron scare.
Media consumption remains the same for 54% families - highest in the last five months
41% agreed that ads influences purchase behaviour
26% surfs internet while simultaneously watching television reflecting the growing trend of multi-screen behaviour
67% believe that women are better at financial/investment management as compared to men
41% fearful of the security of the financial/personal information entered online
48% confident that Omicron wont impact their financial stability
50% engage in sports/exercise to remain fit reflecting the growing trend of the Fit-India movement
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), ), a monthly analysis of consumer perception on a wide range of issues. The month of January reveals that almost half of the respondents (41%) believes that advertisement influences purchase decisions. 26% reveal a habit of engaging with both television and mobile phone simultaneously, thus opening deeper conversations on rising multi-screen user behaviour and scope of competitive advertising among different platforms. Moreover media consumption in general remains the same for 54% of the families, highest in the last five months.
This month, Axis My India’s Sentiment Index also delved deeper to understand consumers view on varied issues of national interest. These include privatisation of loss making public sector companies like that of Air India, views on economic recovery by 2022, alternatives to rising fuel prices, investment preferences, sentiments around Diwali and on brand advertisement placements.
The February net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was down to +7, from +10 last month in lieu of the observed drop in household spending both across the essential and non-essential categories since the past 3 month, which was further accentuated by the Omicron scare in January.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends
This month, Axis My India’s Sentiment Index further investigated the influence of advertisement on purchase decisions, parallel viewing behaviour with reference to television and mobile phones and consumer’s approach to health and fitness. The survey also delved deeper to understand various facets of financial behaviour, these include apprehensions with sharing financials/personal information online, outlook on the impact of omicron on financial security and gender based investment management perceptions.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10525 people across 36 states. 70% belonged from Rural India while 30% belonged from urban counterparts. In addition 59% of the respondents were male while 41% of the respondents were female
Commenting on the Ocober report, Pradeep Gupta, CMD, Axis My India, said,“The survey captures consumer’s apprehension yet preparedness and confidence to the advent of Omicron. While essential, non-essential and health related increased expenditures witnessed a dip, consumers at the same time have expressed their confidence of not being financially impacted by the 3rd Wave. Moreover, in our attempt to discover consumer information consumption habit, we witnessed a growing possibility of shared space competitiveness between TV and online for influencing ad based purchase decisions. However online space unlike TV is an interactive platform and thereby possess the challenges of ensuring security and safety of data shared by consumers. Overall 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.”
Key findings:
On topics of current national interest:
Axis My India launches India Consumer Sentiment Index; the overall Consumer Sentiment shows a positive shift in momentum
Axis My India, a leading consumer data intelligence company, announced the launch of India Consumer Sentiment Index(CSI), a detailed trend analysis which will track real time shifts in consumer sentiment nationally.
A monthly index, the CSI will focus on providing intelligence and insights from the length and breadth of the nation, analysing several subtleties and nuances that influence perceptions and compile them into a consolidated scoring system based index. The consumer sentiment scores will be based on a moving average of adult residents across all states and Union Territories in India.
The sentiment analysis will delve into 5relevant sub-indices –Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
The CSI follows the methodology of a national representative random probability sample as used in the standardised CATI(Computer aided telephonic interview)methodology, covering all geographic and demographic segments across all states and Union Territories in India.
Commenting on the launch of the report, Pradeep Gupta, CMD, Axis My India, said, “The India Consumer Sentiment Index is our endeavour to capture the shifts in the pulse of the demographic as we navigate a radically altered post-pandemic world. We have selected relevant categories like inflation in household spends and expenditure on healthcare to account for everyday challenges affecting a significant percentage of the population. While the second wave negatively impacted economic sentiment around employment and business prospects, the index will aspire to demonstrate the accurate picture based on the remodelling of the vaccine distribution strategy, which has shown encouraging results. By plugging into economically and culturally significant data-points, the CSI will try to gauge, interpret,and predict the impact of macro factors on the lives of the average Indiaacross demography & geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics”
All interviews are conducted through CATI, among nationally representative sample of 10865adults. Surveys are weighted in each district by age, gender,occupation,and region.
Key findings:
The overall Consumer Sentiment Scoreis moving in the positive direction with a score of +0.5 over the previous month.The overall consumer sentiment score is calculated by % Increase -% Decrease and is expressed as a number from -100 to 100; the score is negative when the sentiments show more decreaseas compared to increase, and positive in the opposite situation.
Apart from the capturing sentiments which is the measure of overall consumer confidence, the study also captured some interesting trends on topical matters:
42% Families to spend more or same this festive season, finds Axis My India study on Consumer Sentiment.
Over 10482 people surveyed across 28 states and 7 UTs.
Discretionary spending rises for 21% households on account of festive season.
88% of office going individuals were happy with the offices reopening.
79% of the households report increased or same healthcare related expenditure.
83% of households still averse to domestic or international travel.
Axis My India, a leading consumer data intelligence company, released its findings of the India Consumer Sentiment Index, a monthly analysis of consumer perception on a wide range of issues, for the month of August.
The net CSI score, calculated by subtracting the percentage increase from the percentage decrease in sentiment, was recorded at +6,rising at the fastest pace over the last month, indicative of a positive shift in consumer consumption metrics.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
The surveys was carried out via Computer Aided Telephonic Interviews with a sample size of 10482 people. 72% of the people surveyed were male and 28% female. The respondents were from 28 states and 7 Union Territories.
Commenting on the August report, Pradeep Gupta, CMD, Axis My India, said, “As the festive season approaches, consumers are slowly stepping out–as proven by increased numbers for nonessential spending and mobility. This should have a positive effect on the hospitality industry which has been severely affected due to the pandemic. Tourism, however, continues to be a concern as 83% of the respondents are still averse to travelling. Economic sentiment is looking buoyant with ~64% of the respondents expecting the Sensex to cross 60,000 before the end of this year. Along with the nation-wide vaccination drive, over 96% respondents pledging to adhere to all covid protocols, it is hoped that there will not be a surge in cases post the festive season. A net positive score of an additional 5.5 points over the last month indicates a steady progress towards social and economic normalcy, with this trend expected to improve further in the next few months. Overall, we hold a cautious but optimistic outlook on consumer sentiments. By plugging into economically and culturally significant data-points, the CSI will try to gauge, interpret, and predict the impact of macro factors on the lives of the average India across demography & geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics”
Key findings:
On topics of current national interest:
Axis My India - CSI survey : 40% of India have watched IPL at least once this season, 31% of those watched have viewed it on a digital platform (OTT)
Over 10639 people surveyed across rural and urban India in between 10th September and 30th September 2021.
46% of families will shop clothes over big ticket items on account of Dusshera/Diwali.
6% of the families will use their personal savings for making purchases this festive season.
40% of India has watched IPL atleast once, 31% of those watched have viewed it on a digital platform.
Overall consumer sentiment rises by 1 point in October over last month.
33% are buying electronics online while high value items like jewellery; and groceries, are still bought physically.
27% have increased their usage of UPI/wallet payments, 49% still don’t use it.
Axis My India, a leading consumer data intelligence company, released its findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues, for the month of September.
The net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +7, rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
This month, Axis My India’s Consumer Sentiment Index also delved deeper to understand perception around festival spends, pre and post Covid behavioural changes in terms of online purchase and UPI/wallet payment and citizen’s interest in IPL.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10639 people. 59% belonged from Rural India while 41% belonged from urban counterparts covering 28 states and 8 union territories.
Commenting on the September report, Pradeep Gupta, CMD, Axis My India, said, “As the pandemic retreats, we are seeing a steady return to normalcy, but with a cautious control over spending considerations. This is highlighted in the survey as 46% of the respondents will prefer spending on small ticket items such as clothes, while only 11% of the respondents will consider buying a two-wheeler or car. Expenditure on household essentials is more or less same since the last two months. However, expenditure on healthcare decreased compared to last month, suggesting people are being decreasingly affected by the pandemic. While 27% respondents reported an increase in UPI transactions, almost 49% still don’t use UPI/Wallets, suggesting a tremendous opportunity in digital payments. IPL has proved its unparalleled reach and what is emerging as a trend is that audiences are increasingly viewing it on digital especially in tier 3/rural markets which still have electricity cuts & are single TV households."
Key findings:
On topics of current national interest:
Axis My India - CSI survey : With 63% of consumers spending more in Oct 21, personal care & household care products registered highest consumption.
Over 10430 people surveyed 62% is from rural India while 38% is from urban India.
Overall household spending has increased for 63% of families surge by 7 percentage points from last month.
50% of families reflect increase spends on essentials items, 18% of households reported an increase in Non-essential purchases.
88% families are going out the same or more with lesser restrictions.
46% is in agreement to privatisation of loss making public sector companies.
41% believes that the economy will bounce back by January 2022.
48% are optimistic of shifting to electric vehicle as fuel prices continue to rise.
Digital (38%) is now the 2nd most important source of brand awareness after TV (44%).
A majority, 22% still prefers to park their money in savings account, 4% relies on Gold, 40% still don’t invest and interestingly still 2% park their money in post office savings.
36% of the consumers are planning to go beyond small-ticket purchases.
59% of the consumers hope for a more cheerful and happy Diwali this year compared to last year.
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. According to the survey, percentage of consumers spending across essential have increased, while spends on discretionary products have remained same. Consumers are further planning to go beyond smaller purchases; 24% are looking to spend on household or personal items like white goods, furniture, electronics and jewellery this Diwali.
The November net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was recorded at +9, up from +7 last month and rising at a constant pace over the last three months, indicative of a positive shift in consumer consumption metrics. The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
This month, Axis My India’s Sentiment Index also delved deeper to understand consumers view on varied issues of national interest. These include privatisation of loss making public sector companies like that of Air India, views on economic recovery by 2022, alternatives to rising fuel prices, investment preferences, sentiments around Diwali and on brand advertisement placements.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10430 people. 62% belonged from Rural India while 38% belonged from urban counterparts.
Commenting on the Ocober report, Pradeep Gupta, CMD, Axis My India, said,"With the festivities at its peak, one can easily witness consumer’s excitement in terms of loosening their purse strings for varied expenses and experiences. While Diwali has triggered spending on products of personal indulgence (like 2-wheeler/4-wheelers or jewellery) and household items, the upcoming festivities and enthusiastic consumer sentiment will further set the momentum for the last half of this year. In addition, one can also witness a transition in terms of preferences amongst consumers’ like opting for EVs or cheering for privatisation of loss making companies. The growth of digital as a medium of advertising overtaking Print & just after TV reflects the change in media consumption habits which was triggered by the pandemic. Lastly our survey shows that a vast majority of India is still not investing in this age of cryptocurrencies, it would be interesting to see how financial players beyond traditional banks can capture and convert their interests for investments using varied instruments."
Key findings:
On topics of current national interest:
Axis My India Survey captures higher consumer engagement with Hindi and regional websites and apps over English.
27% prefer Hindi and regional websites and apps while 24% prefers English
Over 10552 people surveyed 64% is from rural India while 36% is from urban India.
Overall household spending has increased for 62% of families, majorly in north, south and west.
Increase in essentials and non-essential spends for 49% and 15% of families respectively.
Consumption of health-related items has increased or remained the same for 83% of the families.
Unchanged media consumption for a majority of 52% families, regular media consumption habits settling in.
81% families are going out the same for short vacations/mall/restaurants, consumption increased for 18YO-25YO.
Combined 27% prefer Hindi and regional websites and apps while 24% prefers English, reflecting 60% of the youth.
27% people watch OTT, Majority of the OTT viewers between the age of 18-35.
17% prefers Private Companies stocks while 12% prefers Government owned stocks.
Of those who watched the ICC T20 World Cup, 48% believe poor team selection purposed India’s average performance in the tournament.
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of November reveals same media consumption for the majority of the families as last month. Consumer’s online behaviour further reflect a preference of Indian languages over others.
The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was down to +8, from +9 last month and first time slight dip in the net score is observed since past 4 months, a reflection of the post-festive period sentiment.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
This month, Axis My India’s Sentiment Index also delved deeper to understand consumer’s consumption in the digital ecosystem in terms of OTT platforms, language preferences. Consumer sentiment was also tracked to understand their expenses in terms of discretionary products and investment preferences. In addition, the survey tracked consumer’s opinion on India’s performance in the T20 Word Cup.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10552 people across 36 states. 64% belonged from Rural India while 36% belonged from urban counterparts.
Commenting on the November report, Pradeep Gupta, CMD, Axis My India, said,"With the year approaching to an end, we witness consumer’s gradual return to normalcy though a slight drop in Net Promoter Score also demonstrates that the impact of festive spending is slowly tapering. While media consumptions remain standard for majority, our CSI Survey has further revealed that consumers from the north as well as the south favour vernacular languages when engaging with the digital mediums. This insight opens up opportunities for various local as well as national and international players in terms of where & which form to place their brand content and advertisements. Moreover it is interesting to note that inspite of a plethora of new age tech firms coming up with IPOs, Indian consumers still prefer to park their confidence in established companies and Government owned stocks and shares, providing a contrarian approach to the FOMO investing theory"
Key findings:
On topics of current national interest:
Essential spends maintains highest steady growth at 33%, discretionary spends take the lowest dip at 14% - according to Axis My India – CSI
‘Essential’ steady consumptions majorly reflected in southern regions; overall household spending dipped by 3% dip from last month.
Over 10563 people surveyed 71% is from rural India while 29% is from urban India.
Overall household spending has increased for 59%, majorly in Northern regions, 3% dip from last month.
Highest ‘steady’ spends (33%) in essentials and lowest ‘increased’ spends (14%) in non-essential spends in the last 5 months.
Surge in steady spends in health-related items for 40% families, drop by 2% from last month.
Increased media consumption for a majority of 25% of families, Net Score improves from -4 to +1.
Mobility more or same for 91% families, going out the same for short vacations, malls, restaurants etc.
Combined 58% engage with Digital apps / Websites + social media and 53% engage with television for news/latest updates and 37% with news paper.
52% believe that the economy might get affected by the new variant- Omicron.
A vast majority of Indians, view Prime Minister, Narendra Modi as the most impactful person of the year, others include Virat Kohli, Yogi Adityanath, Rohit Sharma, MK Stalin, MS Dhoni and Mamata Banerjee.
WhatsApp voted as the most frequented app (view of 31%), followed by Facebook (26%) and YouTube (21%).
71% believes that 2022 will be much better than 2021.
Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI) , a monthly analysis of consumer perception on a wide range of issues. The month of December reveals a slight dip in increased consumption or surge in steady consumption across the 5 relevant sub-indices. Overall household spending has dipped by 3% in comparison to last month. In terms of essential items, spends remain the ‘same’ for 33% of the families – depicting the highest in the last 5 months. Lowest ‘increased’ spends in the last five months is recorded in non-essential & discretionary products like AC, Car, Refrigerator etc at 14%. Similar consumption in health-related items has dropped by 2% and in mobility has surged by 3%.
The January net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +10, from +8 last month.
The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.
This month, Axis My India’s Sentiment Index also probed deeper to understand consumer’s sentiment with regards to the new Omicron variant, its impact on economy and requirement of a booster dose. The survey further tracked consumer preferences in terms of news consumption and frequently used digital applications. Finally, the January survey also revealed consumers views on the most impactful celebrity/personality of 2021 and their thoughts in 2022.
The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10563 people across 36 states. 71% belonged from Rural India while 29% belonged from urban counterparts. In addition, 64% of the respondents were male while 36% of the respondents were female.
Commenting on the December report, Pradeep Gupta, CMD, Axis My India, said, “The survey finds that PM Modi is by far the most impactful person of 2021 as voted by 40% of the people across India. While the new year brought along hope and optimism for a better 2022, consumers purse strings suggest otherwise. The lowest dip in non-essential spending is a proof that consumers are curling back to apprehensions triggered by the new variant of the virus and hoping for a booster dose, something which has recently been announced by the Government.Moreover, the higher preference of web for seeking news only reflect the gradual change in media consumption behaviour owing to consistent lockdown experienced by consumers in the last two years. In addition, the inclination towards WhatsApp, Facebook and YouTube reflects an evolved and unconscious mode of conversing, converging or consuming dialogue/information/media."
Key findings:
On topics of current national interest:
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