WhatsApp is the most popular application, followed by Facebook and YouTube: Report

  • Overall household spending rose 59%, mostly in northern regions, a 3% drop from last month.
  • Highest “stable” spending (33%) in essential spending and lowest “increased” spending (14%) in non-essential spending in the last 5 months.
  • Increased regular spending on health-related items for 40% of families, down 2% from last month.
  • Increase in media consumption for a majority of 25% of families, the Net Score goes from -4 to +1.

Axis My India, one of the leading consumer data intelligence firms, has released its latest findings on the Consumer Sentiment Index (CSI), a monthly analysis of consumer perceptions on a wide range of issues. The month of December reveals that a total of 58% engage with digital apps / websites + social media and 53% engage with TV for news / latest updates. WhatsApp, Facebook, YouTube and Instagram are some of the most frequented applications by my consumers, WhatsApp in the lead. Additionally, overall media engagement increased for 25% of families, the highest in the past three months.

January’s CSI net score, calculated as a percent increase minus the percent decrease in sentiment, was +10, down from +8 last month. , healthcare spending, media consumption habits and mobility trends.

This month, Axis My India’s Sentiment Index also deepened its research to understand consumer preferences for information consumption and frequently used digital applications. Finally, the January survey also revealed consumers’ thoughts on 2022. The surveys were conducted via computer-assisted telephone interviews with a sample of 1,563 people in 36 states. 71% were from rural India while 29% were from their urban counterparts. In addition, 64% of the respondents were men while 36% of the respondents were women. Commenting on the December report, Pradeep Gupta, CMD, Axis My India, said: “While the new year has brought hope and optimism for a better 2022, consumer market cords suggest otherwise. The smallest drop in non-essential spending is proof that consumers are retreating into apprehensions triggered by the new variant of the virus and are also hoping for a booster dose, which was recently announced by the government.

Additionally, the web’s higher preference for searching for information only reflects the gradual change in media consumption behavior due to the constant foreclosure experienced by consumers over the past two years. In addition, the inclination towards WhatsApp, Facebook and YouTube reflects an evolved and unconscious mode of conversation, convergence or consumption of dialogue / information / media.

  • Overall household spending rose for 59% of families, reflecting a 3% drop from last month. Although this increase is mainly reflected in the northern part of India, the net score is +50, reflecting the decrease in the net score by 1 percentage point to 3e consecutive month.
  • · Spending on essentials like personal care and household items increased for 47% of families, showing an increase in northern India. However, expenses remain the same for 33% of families (the highest in the last 5 months). The net score which was +27 last month comes down to +26 this month.
  • · Spending on non-essential and discretionary items like air conditioning, car and refrigerator increased for 14% of families, indicating the lowest percentage in the past 5 months. The expenses nevertheless remain the same for 78% of families indicating the sentiment of people living in the southern part of India. The net score stagnated at +6 like last month.
  • · Consumption of health-related items remains more or less the same for 43% of families, while an increase is observed for 40%. Compared to last month, while the “increase” in consumption represents an overall decrease of 2%, the “same” consumption reflects an overall increase of 2%. The health score that has a negative connotation, that is, the less you spend on health items, the better the feelings, has a net score value of -23, which was -25 the previous month. .
  • · Media consumption increased for 25% of families, reflecting a 3% increase from last month and the highest in the past three months. This surge is reflected among 18-25 year olds in the eastern part of India. Consumption remains the same for a majority of 51% of families. Overall, the net score for this month is +1 compared to -4 for the previous month.
  • 85% of families said they went out the same way for short vacations, a mall and restaurants, up from 81% of families last month. Only 6% of families recorded an increase in outgoing activities while 9% reported reduced mobility. The overall mobility score which was -5 last month is -3.


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