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Axis My India - India Consumer Sentiment Index


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:

  • Overall household spending has increased for 66% of families which reflects a 4% increase from the last month. The net score which was at +53 last month has increased by +5 to +58 this month.
  • Spending on essentials like personal care & household items has increased for 48% of the families and remains the same as compared to last month. Spends however remain the same for 33% of the families. The net score which was +29 last month has remained the same this month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 14% of families reflecting an increase of 1% from last month. Spending nevertheless remains the same for 80% of the families reduced by -2. The net score has remained the same at +8 compared to previous month.
  • Consumption of health-related items has increased for 38% of families. Consumption more or less remains the same for 47% of the families, while decreased consumption is witnessed among 15%. 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 of -23 this month.
  • Consumption of media has increased for 23% of the families reflecting an increase by 1% from last month. Consumption remains the same for a majority of 52% of families. The overall, net score which was at -1 in the last month is at -2 this month.
  • 85% of families said that they are going out the same for short vacations, malls and restaurants. Increased travel is reflected only among 8% of families, an increase by +2 from last month. The overall mobility net score is at 1.

On topics of current national interest:

  • Axis My India further evaluated consumers’ views on advertisement on television and on newspapers. The survey discovered that 54% reason that advertising claims made on these platforms are unbelievable. However, 22% believe otherwise.
  • In an attempt to understand brand visibility and exposure during IPLs, the survey discovered that in the current season 9% of the total respondents have noticed ads by Dream 11 - Indian fantasy sports platform that allows users to play fantasy cricket and 6% have noticed ads by Tata Neu from Tata Digital. Among those who have watched IPL this season, Dream 11 is recalled by 41% & Tata Neu by 30%. At an overall level, 22% have watched IPL & 78% mentioned they have not watched IPL this season.
  • Demystifying consumers’ online behaviour, Axis My India’s survey found out that 35% indulged in online shopping in the last one year. In addition, the survey revealed that 19% views quick gratification schemes by Indian food and groceries apps (such as 10 minutes delivery Zomato, Big-basket / Licious / Dunzo–same day delivery) positively believing it to be ‘convenient and time effective’ but a sizable 77% have not tried it yet.
  • Gauging consumer sentiment on financial investment plans The CSI – Survey revealed that 13% plans to invest in Health insurance / Life Insurance while 4% plans to invest in Fixed Deposits and Recurring Deposits. Furthermore 3% are considering investments in Shares/Mutual Funds while 2% plans to invest in Gold. 78% mentioned that they don’t invest or plan to do it this year.
  • The survey further dug deeper to unravel viewers content behaviour. As per the survey a majority of 36% said that they prefer watching news related to elections and political parties while 22% is interested in news related to Russia-Ukraine War. In addition, two secondary preferences involve information related to sports (20%) and entertainment (16%). A majority of 52% further said that they have watched enough of Russia-Ukraine war related news.
  • Finally, the CSI survey revealed that 33% would prefer to migrate in another country in search for better opportunity and lifestyle where as a sizable 64% would prefer to stay in India.

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:

  • Overall household spending has increased for 62% of families which reflects an 8% increase from the last month. The net score which was at +43 last month as increased by +10 to +53 this month.
  • Spending on essentials like personal care & household items has increased for 48% of the families which reflects an increase by +5 as compared to last month. Spends however remain the same for 33% of the families, reduced by -5 from last month. The net score which was +24 last month has increased to +29 this month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 13% of families reflecting an increase of 5% from last month. Spending nevertheless remains the same for 82% of the families. The net score has improved to +8 this month as compared to +3 in the previous month.
  • Consumption of health-related items more or less remains the same for 46% of the families, while decreased consumption is witnessed among 16%. 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 of -22 this month.
  • Consumption of media has increased for 22% of the families reflecting the same as last month. Consumption remains the same for a majority of 55% of families. The overall, net score which was at +1 in the last month is -1 this month.
  • 89% of families said that they are going out the same for short vacations, malls and restaurants. Increased travel is reflected only among 6% of families, an increase by +1 from last month. The overall mobility net score is at 0.

On topics of current national interest:

  • Axis My India further evaluated consumers’ views on the Russian invasion of Ukraine and the crisis that followed. Gauging consumer's view on India’s stand, the survey discovered that 55% believe that India was right in not criticising Russia over the invasion of Ukraine. This reflects the countrymen’s confidence in the governments to take decisions based on national and strategic interest.
  • Catching the excitement and thrill around the IPL, the survey discovered that a huge 33% will be watching the season on television at home or outside (mall/pub/friends’ place) while 10% showed interest in digital viewing. Only 2% reported enjoying the match live from the stadium. Marketers are thus expected to park a huge percentage of their ads on Television and Digital platforms being the most preferred medium as per the survey.
  • Assessing consumers’ views on buying non-essential summer- related products, Axis My India’s survey found out that 18% are planning to buy air-conditioners/fridge or replace an old one this summer season. However, 65% are still maintaining caution.
  • The CSI – Survey furthermore captured consumer’s views on summer vacation/holiday plans. 13% are considering domestic travel while only 1% is looking to go for an international trip. A majority of 84% is still averse of major traveling for leisure.
  • In an attempt to understand consumer’s behaviour on information seeking, Axis My India discovered that 60% depend on the internet while seeking new information. However, 41% reports Television as the most trusted source of information followed by digital medium– the view of 33% and print – the view of 22%. This draws an interesting co-relation between the nature of the medium and the kind of need it fulfils of a consumers. While Digital caters to urgency, television caters to accuracy and honesty needs of the consumer seeking information.

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:

  • Consumption of media has increased for 22% of the families reflecting an decrease of 2% from the last month. Consumption remains the same for a majority of 57% of families same as last month. The overall, net score of this month is at +1 as compared to +2 for the previous month
  • Overall household spending has increased for 54% of families which reflects a 1% increase from the last month. The net score which was at +39 last month has increased by +5 to +44 this month
  • Spends on essentials like personal care & household items has increased for 43% of the families which has maintained compared to last month. Spends however remain the same for 38% of the families. The net score which was +20 last month has increased to +24.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 8% of families. Expenditure nevertheless remains the same for 87% of the families. The net score is at to +3 remaining the same as last month.
  • Consumption on health-related items more or less remains the same for 49% of the families, while a surge is witnessed among 35%. 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 of -19 as compared to -20 last month. This signifies persisted apprehension for overall health and well-being of the consumers.
  • 90% families said that they are going out the same for short vacations, mall and restaurant. Increased travel is reflected only among 5% of families while 5% reported reduced mobility. The overall mobility score which was at -3 last month has remained the same.

On topics of current national interest:

  • Axis My India further evaluated consumer’s views on the impact of streaming services on television viewing. A majority of 57% said that online streaming services has not impacted their television viewing habits, signifying that TV is still the dominant medium in India. 29% however is of the view that online TV streaming services have changed the way one watches television, this insight unravels a surging need for video on demand services that provides flexibility in content viewing.
  • To gauge advertisement attention in the mind space of consumers, the survey discovered that a huge 46% notice ads on internet. This behaviour is higher in the younger age groups as expected.
  • Assessing consumer’s views on online shopping preferences, Axis My India’s survey found out that only 29% indulge in online shopping. In addition a majority of 46% prefer to shop via Flipkart, while 33% prefer to shop from Amazon. Meesho, Myntra, Snapdeal, Ajio and Paytm Mall are other preferred choices.
  • The CSI – Survey furthermore captured consumer’s views on upcoming five state elections of Uttar Pradesh, Punjab, Uttarakhand, Manipur and Goa. A huge majority of 50% strongly believe that the results of these 5 state elections will have a considerable impact on the 2024 National Elections. These are the views of people residing across the nation & not just the election states.
  • In an attempt to understand consumers view on a series of Budget announcement, Axis My India discovered that 68% believe that RBI’s proposed Digital currency/Digital Rupee will encourage safer and secure mode of online transaction/ transfer of funds. This positive outlook could mean a wider acceptance of the proposed digital currency upon its introduction. A minority of 13% and 6% believes that the digital rupee will ensure reduced dependency on cash/physical notes; and stimulate increased global as well as rural transaction respectively.
  • Exploring consumer’s views on the start-up ecosystem, the survey discovered that 85% believes that start-ups are going to be the backbone of ‘New India’.
  • Finally, 41% of respondents believe that PM Narendra Modi is best suited to handle India’s internal & external security, a factor which gains prominence considering the current Russia-Ukraine crisis.

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:

  • With the second wave of Covid subsiding and normalcy slowly starting up,the household spends has increased for 54% of the families. The household spend net score which is % increased -% decreased is at +39.This spend pattern is the same across Urban & Rural markets but the increase is much more in North with 61% as comparedto the other zones.
  • Carrying the same trend, spends on essentials like personal care & household care products is up for 43% of families, while it’sdecreased for 27% families. The essential consumption net scoreis at +16.The difference is in eastern India where consumption has only increased in 31% households.Also housewives are more reluctant to spends on essentials as compared to the working population.
  • Keeping in mind long terminsecurity the spends on non-essential & discretionary items like durables, car has increased only for 15% families with 58% saying it is the sameand decreased for 27% families. The non-essential consumption net scoreis at -12.Again,North shows a better sentiment on non-essentials with an increase for 22% families.
  • Health still remains an important consideration, with consumption on health-relateditems has increased or remained same for 78% of familiesand decreased only for 22% families. This decrease is 27% in western India. The health score which has a negative connotation i.e. the lesser the spends on health items the better the sentiments, has a value of -19.
  • Consumption of media has increased for 28% families, decreased for 25%& remained same for 47%. The net score of media is at +3.Media consumption increase is highestin the 18–25-yearage group which are still not going out to the extent the other age groups are.
  • In terms of mobility 92% families saying they are going out the same or less on short vacations / mall / restaurants, with the overall mobility score at -24

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:

  • 59% people said either offices should be opened or there should be a hybrid model of working which should be applied in terms of work.
  • Interestingly 80% of families said schools should be open, which shows that parents are increasingly concerned about overall child development which has happened in the last one year. Surprisingly, in comparison to national average only 56% parents in South want the schools to open. Almost 100% of the younger age group want the schools to open.
  • 74% mentioned that availability of Covid vaccines is now easier.
  • With special focus to the rural households, 81% of the individuals were confident of a good kharif season on the back of a normal monsoon this year.

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:

  • Overall household spending has increased for 53% of families which reflects a 6% dip from the last month. Overall spending remains the same for 33% of the families which is the highest in the last five months. The net score has dropped from +50 to +39.
  • Spends on essentials like personal care & household items has increased for 43% of the families showcasing a surge in northern and southern part of India, however this is also the lowest surge in the last five months. Spends however remain the same for 33% of the families (same as last month). The net score which was +26 last month is at +20 this month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 10% of families, indicating an even lower percentage than the last 5 months. Expenditure nevertheless remains the same for 83% of the families a surge by 5% from last month. This is majorly reflected in the sentiment of people living in Eastern and Northern part of India. The net score which was at +6 last month is at +3 for the month.
  • Consumption on health-related items more or less remains the same for 44% of the families, while a surge is witnessed among 38% of the families. In comparison to last month, the ‘increase’ consumption indicators represents an overall dip by 2%. 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 of -20 as compared to -23 last month.
  • Consumption of media like TV, Internet, and Radio has increased for 24% of the families, same as last month. Consumption remains the same for a majority of 54% families, the highest in the last five months. This is reflected among 18-25 Year olds of northern part of India. The overall, the Net score of this month is at 2 as compared to 1 for the previous month.
  • 89% families said that they are going out the same for short vacations, mall and restaurants as compared to 85% of families last month. Reflecting the view of 89% of the families, this has been the highest percentage in the last five months. However, only 4% of families recorded increase in outgoing activities. The overall mobility score remains the same as last month at -3.

On topics of current national interest:

  • Axis My India further assessed if advertisement influences consumer’s purchase decisions. Closer to half i.e 41% agreed that ads are stimulants and thereby drive purchases. This reflects the view of 18-35 YO from northern part of India. However a majority of 57% disagree on the same.
  • Gauging consumer’s view on parallel viewing habits, the survey discovered that 26% surf internet while simultaneously watching television. This signifies that not only are people moving between multiple screens on smartphones, tablets, computers and television, but they are also using multiple screens simultaneously to accomplish tasks. This also unravels a stiff competition between the two mediums to hold onto consumer’s attention for engaging them with information/news, entertainment, advertisements etc. 18-25 year olds, majorly reflects this behaviours.
  • The CSI – Survey furthermore captured consumer’s financial sentiment across varied facets. With regards to financial and personal security, a majority of 41% is apprehensive that the information shared online is not secure. Moreover a bulk of 48% believe that the new variant of the virus – Omicron won’t impact their financial well-being.
  • Axis My India survey further delved deeper to understand consumer’s opinion on who manages financials/investment decisions better between the two genders. A massive 67% believe that women are better as compared to men when it comes financial/investment management. This reflects the view of western part of India.
  • Finally, Axis My India was delighted to report that 50% engages in sports/exercise and other health related activities to remain fit and healthy. PM Modi in 2019 had launched the nationwide Fit India Movement to encourage people to remain healthy and fit by including physical activities and sports in their daily lives.

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:

  • With the second wave of Covid subsiding and normalcy slowly starting up,the household spends has increased for 54% of the families. The household spend net score which is % increased -% decreased is at +39.This spend pattern is the same across Urban & Rural markets but the increase is much more in North with 61% as comparedto the other zones.
  • Carrying the same trend, spends on essentials like personal care & household care products is up for 43% of families, while it’sdecreased for 27% families. The essential consumption net scoreis at +16.The difference is in eastern India where consumption has only increased in 31% households.Also housewives are more reluctant to spends on essentials as compared to the working population.
  • Keeping in mind long terminsecurity the spends on non-essential & discretionary items like durables, car has increased only for 15% families with 58% saying it is the sameand decreased for 27% families. The non-essential consumption net scoreis at -12.Again,North shows a better sentiment on non-essentials with an increase for 22% families.
  • Health still remains an important consideration, with consumption on health-relateditems has increased or remained same for 78% of familiesand decreased only for 22% families. This decrease is 27% in western India. The health score which has a negative connotation i.e. the lesser the spends on health items the better the sentiments, has a value of -19.
  • Consumption of media has increased for 28% families, decreased for 25%& remained same for 47%. The net score of media is at +3.Media consumption increase is highestin the 18–25-yearage group which are still not going out to the extent the other age groups are.
  • In terms of mobility 92% families saying they are going out the same or less on short vacations / mall / restaurants, with the overall mobility score at -24

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:

  • 59% people said either offices should be opened or there should be a hybrid model of working which should be applied in terms of work.
  • Interestingly 80% of families said schools should be open, which shows that parents are increasingly concerned about overall child development which has happened in the last one year. Surprisingly, in comparison to national average only 56% parents in South want the schools to open. Almost 100% of the younger age group want the schools to open.
  • 74% mentioned that availability of Covid vaccines is now easier.
  • With special focus to the rural households, 81% of the individuals were confident of a good kharif season on the back of a normal monsoon this year.

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:

  • Overall household spending has increased for 56% of the families which is an increase of 2 percentage points, the same figure being 54% last month. Increase is highest in North India at 61%. The net score is at +42.
  • The spends increase on essentials like personal & household care is at 47%, an increase of 4 percentage point over last month. The net score is +21.
  • Spends on non-essential & discretionary products is still cautious with 21% families mentioning an increase but which is still a growth as the same figure was 15% in July. This shows the festive spirit slowing building up with the net score having increased to +9 from -12 last month. Interestingly, the sentiment increase is highest in Rural India.
  • Health still remains an important consideration, with consumption on health-related items has increased or remained same for 79% of families and decreased only for 21% families. 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 of -24.
  • Consumption of media has increased for 25% families & remained same for 47%. The corresponding increase figure was 28% last month. Net score is at -3. The media consumption increase is highest in the 18-25 year old age group at 32%.
  • In terms of mobility 93% families saying they are going out the same or less on short vacations/mall/restaurants, with the overall mobility score is at -8 which is an improvement over last month which was at -24.

On topics of current national interest:

  • When asked will you shop more or less this festive season, 42% of families said they will shop more or same as compared to last year. This gives an indication that there is sense of cautious optimism and the pent-up demand or degree of revenge shopping which happened last year might not be the same this year. This expected increase in spends is higher among private & government service employees.
  • 8% of the office going individuals were happy that offices are starting to open and felt that productivity is better from office.
  • 83% are not yet looking at a travel/holiday this year and 15% mentioned they would only travel domestically.
  • Showing a sign of self-maturity, 96% people said they will implement Covid appropriate behaviour this festive and hopefully this will reduce the level of cases in case the 3rd wave strikes.
  • On current euphoria around the Sensex, of those who invest, 64% believe that the BSE Sensex will cross the mark of 60,000 in the next few months with 29% saying it will come down. Additionally, in a true reflection of Indian investor population there is still a vast majority of 74% who don’t invest yet in stock market.

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."


All Score
CSI Indices
Household

Key findings:

  • Overall household spending has increased for 56% of families which is same as last month.
  • The spends increase on essentials like personal & household care is at 45%. The net score is almost the same as last month which is at +20.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator increased for 19% of families. This increase is highest in North & East whereas the increase in South is only 8%. This increase still reflects an overall decrease by 2 percentage points from the previous month which stood at 21%. This can also be because 20th Sep – 6th Oct is considered the ‘Shradh period’ when high value purchases are postponed. The non-essentials September net score is at +7.
  • Health continues to be an important consideration, with consumption on health-related items being increased for 44% of families and decreased only for 19% families. 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 of -25.
  • Consumption of media reflects increase for 26% families, with an increase of 1 percentage point over last month & consumption remained same for 48%. Net score has improved from -3 last month to the base value of 0 this month.
  • Constant improvement in mobility net score is being recorded since past three months which indicates a steady return to normalcy. In terms of mobility 88% families are saying they are going out the same or more on short vacations/mall/restaurants, with the overall mobility score is at -5 which is an improvement over last month which was at -8. This reflects a slight progress in people’s sentiments in terms of conducting outside activities.

On topics of current national interest:

  • When asked on shopping plans for Dusshera/Diwali, 46% of families said they will shop clothes while only 11% intend to buy a 4-wheeler or a 2-wheeler. More than 88% of the families denied any interest in buying white goods (AC, TV, Washing Machine, and Refrigerator) or jewellery this festive season. In addition, 92% showcased negative sentiment towards buying home, plot, or a commercial property. The consumer sentiment for the month also reflects that 76% of the families will use their personal savings for making these purchases while only 21% would prefer taking loan from the bank or financial companies. This gives an indication that while buying spirit is moderate this festive season, the ticket size for purchase still remains small reflecting a cautious spending behaviour without denting one’s personal savings.
  • In terms of online shopping behaviours 33% are buying electronics like laptop, mobile etc. online while high value items like jewellery and groceries (fresh food, rice, oil and meat) are still bought physically, indicating the view of 90% and 92% of the consumers respectively. Furthermore, banking and investment behaviour reflect a combination of both offline and online hybrid behaviour standing at 19%.
  • 40% of Indian’s mentioned that they have watched IPL at least once. When asked, where will you continue to watch the remaining season of IPL, 31% of those who watching mentioned that they are watching it online. Interestingly percentage of audience watching online is higher in Rural India.
  • Reflecting a transformation in consumer payment behaviour in the post-covid period, 27% have said that they have increased their usage of UPI/wallet payments (Paytm/Phonepe, Google Pay) while 49% still don’t use these online transaction mediums. Interestingly the increase in usage of UPI payments is gradually decreased with increase in age of respondents. The increase is highest for the age group of 18-25 years which is at 36%.

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."


All Score
CSI Indices
Household

Key findings:

  • Overall household spending has increased for 63% of families which reflects an 7% increase from the last month. This increase is highest in Northern India.
  • The increase in spends on essentials like personal care & household items stands at 50% reflecting a surge by 5%. The net score which was +20 last month has increased to +27 this month. The growth in Rural India is slightly higher as compared to Urban markets.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 18% of families. For 73% spends on non-essential purchases remain the same which reflects an uptick of 3% from last month. The non-essentials November net score therefore lies at +9. The trend on spends on discretionary products reflect a fine balance between caution and indulgence.
  • With more exposure to outside activities, importance of health bounced back quickly. Consumption on health-related items increased for 47% of families as compared to 44% 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 of -27.
  • Consumption of media remains the same for a majority of 48% families and increased for 25% of the family, reflecting an overall Net score of -2 as compared to base value of 0 for the previous month.
  • Mobility net score reflects a constant improvement over the last four months. 88% families said that they are going out the same or more on getaways/staycations /mall/restaurants, with travel bans being lifted and double vaccination providing easier movement opportunities. The overall mobility score is at -4 which is an improvement over last month which was at -5. This reflects slow but consistent progress in people’s sentiments for engaging in out of home activities

On topics of current national interest:

  • While the long awaited sale of Air India to the Tata group reflected a hopeful future for the airline. Axis My India further gauged consumer’s sentiment on whether or not the government should privatise other loss making public sector companies. 46% is in agreement to privatisation of such companies while 36% disagreed with this view.
  • When asked if economy/livelihood and business is expected to bounce back by January 2022, 41% believes that the same is possible and Southern India being more optimistic with 54% agreeing to this.
  • With rising prices fuel being a concern, 48% are optimistic of shifting to electric vehicles wherein 33% and 15% said that they will consider buying a 2-wheeler and 4-wheeler respectively in this segment. The younger age group of 18-35 have a more likelihood, with 53% in agreement to an EV shift.
  • In terms of brand advertisement placements, 44% and 38% of the consumers said that they have majorly seen ads on Television and on Digital platforms respectively. While only 11% and 7% of the audience believe that they have seen ads on Print or Outdoor. This reflects the changing media consumption habit and the surge both in Digital consumption & advertising. This digital growth is led by 26-35 yr audience.
  • Sharing their views on financial planning, a majority of 23% still prefers to park their money in savings account, while a combined 12% prefers to invest in Fixed Deposits, Shares/stock market and mutual funds. Gold is still seen as a reliable investment option for 4% of the consumers. 40% of the audience still don’t invest and interestingly 2% still save their money in post offices.
  • Gauging views around the Diwali festivities, Axis My India, further discovered that 36% of the consumers are planning to go beyond small-ticket purchases this festive season. While 24% are looking to spend on household or personal items like White Goods (AC, TV, Washing Machine, Refrigerator etc.), furniture, electronics and jewellery; 9% is looking to buy a 4-Wheeler or a 2-Wheeler. Further from a purely sentimental outlook, 59% of the consumers reflect the view of a more hopeful and cheerful Diwali this year!

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:

  • Overall household spending has increased for 62% of families which reflects a 1% decrease from the last month. This increase is majorly reflected in the northern part of India.
  • The increase in spends on essentials like personal care & household items stands at 49% showcasing a surge in the north and south of India. The net score which was +27 last month remains the same for this month. Percentage of families whose consumption remain same as last month has increased by 2% from last month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 15% of families. While the increase in non-essential spends has decreased by an overall 3% from last month. The net score therefore which was at +9 last month has reduced to +6. The increase in spends is however identified in north and eastern part of India.
  • Consumption on health-related items has increased for 42% of families which overall represents the lowest percentage in the last three months. 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 of -25.
  • Consumption of media remains the same for a majority of 52% families which reflects the highest percentage since the last four months and is majorly from the south of India. Consumption has increased for 22% of the family,majorly from east and north, majorly amongst 18YO-25YO and 26YO-35YO. Overall, the Net score of this month is at -4 as compared to -2 for the previous month.
  • 81% families said that they are going out the same for short vacations, mall and restaurants as compared to last month. This represents a steady increase in movement from 78% in August to 3% increase in November. Increase in movement is majorly seen in the south of India and the least in the North. Increase in mobility is further seen concentrated among the 18YO-25YO. The overall mobility score is at -5.

On topics of current national interest:

  • Axis My India further gauged consumer’s sentiment on their digital behaviour. A combined 27% said that they prefer engaging with websites and mobile applications in Hindi and other regional languages while 24% preferred English. Moreover it was identified that 31% of the population that resides in the southern part of India prefers using apps and websites in the English language, whereas 27% in the northern belt prefers engaging with Hindi based apps and networks. In addition, regional language based apps and sites reflected the choice of southern India at 34%. In addition it was discovered that majority of the youngsters (60%) amongst 18-25 prefer digital interactions in English, whereas those above 51 prefer Hindi and other regional languages.
  • When asked if they spend time watching content on OTT or video streaming platforms, only 27% said yes whereas 73% reflected their view otherwise demonstrating the scope of penetration. Majority of the viewers are of the age of 18-35.
  • In terms of investment choices in stock and shares, 17% and 12% showcased their preference towards Private Companies and Government owned respectively. Only 1% said they preferred to invest in IPOs, contrary to the euphoria around new generation IPO’s.
  • Capturing consumer indulgence, Axis My India survey showcased that only 7% bought discretionary product this month like AC, TV, Fridge etc. Out of which 34% further claimed to have bought a 2-Wheeler, whereas a mighty 21%, 18% and 9% have spent on Television, Fridge and Car respectively.
  • Gauging views around Team India’s average performance in T20 World Cup 2021, the survey further discovered that out of those who have watched ICC T20 WC, 48% believe that it is due to the team selection while 23% believe it was a result of player fatigue.

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:

  • Overall household spending has increased for 59% of families which reflects a 3% decrease from the last month. While this increase is majorly reflected in the Northern part of India, the net score is at +50, reflecting the dip in net score by 1 percentage point for 3rd consecutive month.
  • Spends on essentials like personal care & household items has increased for 47% of the families showcasing a surge in the Northern part of India. Spends however remain the same for 33% of the families (the highest in the last 5 months). The net score which was +27 last month comes down to +26 this month.
  • Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 14% of families, indicating the lowest percentage in the last 5 months. Expenditure nevertheless remains the same for 78% of the families indicating the sentiment of people living in Southern part of India. The net score is stagnant at +6 as last month.
  • Consumption on health-related items remains the same for 43% of the families, while a surge is witnessed among 40%. In comparison to last month, while the ‘increase’ in consumption represents an overall dip by 2%, the ‘same’ consumption reflects an overall surge by 2%. 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 of -23, which was at -25 previous month.
  • Consumption of media has increased for 25% of the families reflecting an increase of 3% from the last month and the highest in the last three months. This surge is reflected among 18-25 YO in Eastern part of India. Consumption remains the same for a majority of 51% families. The overall, the Net score of this month is at +1 as compared to -4 for the previous month.
  • 85% families said that they are going out the same for short vacations, mall and restaurants as compared to 81% of families last month. Only 6% of families recorded increase in outgoing activities while 9% reported reduced mobility. The overall mobility score which was at -5 last month is at -3.

On topics of current national interest:

  • Axis My India further assessed consumer’s sentiment on their information/news seeking habits. A majority of 53% said that they prefer engaging with television for news/latest updates. These reflect the view of 36-50 YO. A secondary favourite seems to be Newspapers representing the view of 37%, showcasing the choice of 35-50 YO from Western part of India. However, interestingly, a combined 62% of 18-35 YO seems to prefer Digital apps / Websites + social media as their number one choice for news consumption. This unravels a potential trend of looking at television and digital mediums as mediums of seeking information along with entertainment.
  • Gauging concern regarding the new variant of the virus, 52% believe that the opening of the economy will get affected by Omicron, while 23% (each) is unsure of its impact on the economy or is of the view that the economy will remain unaffected. In addition, a majority of 82% believes that with regards to the upcoming virus variant, vaccine booster dose should be given to the countrymen instead of exporting vaccines to other countries.
  • The CSI Survey furthermore captured consumer’s consideration in terms of most impactful person/celebrity of the year. Among a vetted list of more than 20+ personalities, it was discovered that Prime Minister, Shri Narendra Modi enjoyed the majority vote representing the choice of 40% of people, followed by Virat Kohli, Chief Minister, Uttar Pradesh, Yogi Adityanath, Rohit Sharma, Chief Minister, Tamil Nadu, M K Stalin, Former Indian Cricket Team Captain MS Dhoni Chief Minister, West Bengal Mamata Banerjee among others.
  • Exploring consumer’s app preference, Axis My India December survey delved deeper to understand most frequented interfaces. The findings revealed that WhatsApp was the most used app (view of majority, 31%), followed by Facebook (view of 26%) and YouTube (View of 21%). In addition, when consumers were asked to share their preference in terms of Top 1, Top 2 and Top 3 apps choices, it was learnt that ‘WhatsApp (42%) is the number ‘one’ choice while Facebook (34%) and YouTube (27%) denotes the choice of top ‘three’ apps. Moreover YouTube (25%), Facebook (17%) and Instagram (17%) reflect the top ‘three’ choices of consumers in terms of most frequently used applications.
  • Finally, Axis My India was delighted to report that a massive majority of 71% strongly believes that 2022 will be much better than 2021 on an all-encompassing basis.

Tokyo

Tokyo is the capital of Japan.