Mumbai:  Axis My India, a pioneer in consumer data intelligence, has unveiled the latest insights from the India consumer sentiment index (CSI), shedding light on significant media consumption trends. The report highlights a one per cent decrease in media consumption from the previous month, with 19 per cent of families indicating increased media engagement. The survey also delves into consumer behaviour during festive sales, where 23 per cent of participants express continuity in their engagement with e-commerce platforms, with an additional 11 per cent intending to do first-time online shopping this year. Furthermore, the anticipation surrounding the 2023 ODI World Cup is reflected in the diverse choices of viewing platforms, with 47 per cent opting for traditional television and 27 per cent embracing digital channels.

The September net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which is the same as last month (+8).  However, the score reflects a dip of -2 from last year September 2022 (+10)

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, and entertainment & tourism trends.

The survey used Computer-Aided Telephonic Interviews and included 5048 participants from 35 states and UTs. Among them, 68 per cent were from rural areas and 32 per cent from urban areas. In terms of regions, 22 per cent were from the North, 24 per cent from the East, 28 per cent from the West, and 26 per cent from the South of India. Among the participants, 62 per cent were male and 38 per cent were female. Looking at the largest groups, 29 per cent were aged between 36 and 50 years old, while 27 per cent were aged between 26 and 35 years old

Commenting on the CSI report, Axis My India chairman & MD Pradeep Gupta said, "As we stand on the threshold of the much-anticipated 2023 ODI World Cup on our home turf, we are poised to witness how brands strategically align themselves with this grand event. The widespread recognition and enthusiasm surrounding the tournament offer an ideal backdrop for brands to forge impactful connections with diverse audiences. With media consumption trends diversifying across linear television, digital platforms, and live stadium experiences, this global spectacle will beckon marketers to seize the opportunity and become a part of the cricketing fervour, with this spectacle happening during the peak festive season it will be an added advantage for brands."

Key findings

●    Consumption of media (TV, Internet, Radio, etc.) has increased for 19 per cent of families, depicting a decrease in media consumption percentage by one per cent from last month. The net score, which was -7 last month is at -4 this month. Media consumption remains the same for 58 per cent of families

●    Overall household spending has increased for 55% of the families, which is a decrease of three per cent from last month. Consumption remains the same for 35 per cent of families. The net score, which was +46 last month is +45 this month.

●    Spends on essentials like personal care & household items have increased for 41 per cent of families, which marks a decrease of three per cent from last month. Consumption remains the same for 40 per cent of families. The net score, which was at +23 last month has dipped to +22 this month.

●    Spends on non-essential & discretionary products like AC, Car, and Refrigerators have increased for six per cent of families, which is the same as last month. Consumption remains the same for 87 per cent of families. The net score, which was zero last month is at -1 this month.

●    Expenses towards health-related items such as vitamins, tests, and healthy food have surged for 34 per cent of families. This reflects an increase in consumption by one per cent from last month.  Consumption remains the same for 47 per cent of 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 -15 this month.  

   Mobility has increased for nine per cent of the families, which is an increase of two per cent from last month. The net score, which was -2 last month has improved to -1 this month. Mobility remains the same for 81 per cent of the families.

On topics of current national interest

●    The survey inquired about respondents' awareness of the forthcoming 2023 ODI World Cup being hosted in India. Encouragingly, 70 per cent of participants confirmed their awareness of this prestigious sporting event taking place in the country. It highlights the fact that a substantial majority of respondents are cognizant of the global cricket event's occurrence on Indian soil, reinforcing the event's prominence and reach among the surveyed audience.

●    The survey sought to ascertain respondents' preferences regarding their anticipated viewing platforms for the upcoming 2023 ODI World Cup set to unfold in India. The findings reflect a diverse array of choices. Notably, 47 per cent of respondents expressed their intention to tune in via traditional television, utilising DTH or cable services. Demonstrating the increasing influence of digital trends, 27 per cent indicated their inclination to follow the event on their mobile devices. A notable nine per cent exhibited enthusiasm to experience the tournament live by planning to attend matches at the stadium. These preferences underscore the multi-faceted avenues through which individuals are gearing up to engage with the international cricket spectacle, embracing both traditional and contemporary viewing modes.

●    The survey delved into consumers' intentions regarding their shopping preferences for the upcoming festive season. Notably, 23 per cent of respondents plan to shop more during the festive period as compared to last year. Additionally, 28 per cent of participants revealed their intention to maintain their spending habits at the same level as before, hinting at a stable consumer sentiment. These responses highlight the potential shifts in consumer behaviour and their possible impact on the market.

●    The survey explored respondents' prior and potential involvement in festive sales organized by e-commerce giants like Amazon and Flipkart. Significantly, a notable 23 per cent of participants confirmed their past participation in such events and expressed their intent to maintain this pattern this year as well.  Additionally, 11 per cent of those who had not engaged in festive online sales before expressed their interest in participating this year. Conversely, seven per cent acknowledged their previous engagement but revealed their decision not to partake this year.

●    Of 23 per cent of those who intend to maintain the pattern this year, 44 per cent said they will be shopping more through e-commerce mediums as compared to last year.  These insights provide a comprehensive understanding of consumers' past and evolving attitudes towards e-commerce festive sales, shaping strategies for these platforms.

●    The survey explored participants' inclinations towards investment in the Indian stock market or other financial assets in the upcoming months. Notably, a mere six per cent expressed an intention to invest more, while ten per cent indicated plans to invest less. Meanwhile, five per cent are projected to maintain their investment levels. These insights provide a snapshot of the current sentiment towards financial market investments, emphasizing the diverse attitudes among the surveyed individuals. Notably, a significant 79 per cent still don’t invest in stocks.

●    The survey inquired about participants' perceptions regarding the potential movement of the stock exchange (SENSEX) beyond the threshold of 70,000 before the festive period of Dussherra/Diwali this year. Encouragingly, 46 per cent of respondents who invested expressed optimism that such a milestone could be achieved. Furthermore, eight per cent were uncertain about the market's trajectory. These findings underscore the diverse range of opinions prevalent among respondents, reflecting the complex and multifaceted nature of stock market predictions.

●    The survey delved into participants' perspectives on the government's economic policies and their perceived influence on the nation's growth. Impressively, 64 per cent of respondents expressed confidence in the effectiveness of policies such as Pradhan Mantri Jan Dhan Yojana and Pradhan Mantri Mudra Yojana.