The Omnicom Group Research study, ‘The Impact of COVID–19 on Indian Consumer Sentiments’, shares insights into the outlook of Indians towards the COVID-19 pandemic, changing consumer sentiments, and evolving media consumption in India as a result.
Omnicom Media Group (OMG) in association with MyGov released ‘The Impact on Indian Consumer Sentiment’, conducted with a sample size of more than 33,000 people spread across India. The report share insights into the outlook of Indians towards the COVID-19 pandemic, changing consumer sentiments, and evolving media consumption in India as a result.
While it is observed that there is an uptake in essential consumer goods, the outlook towards specialty and consumer durables categories seems subdued, with many postponing the purchase by over 6 months.
As Indians prepare to brave the storm in social isolation, the report says that there is a huge spike for at-home media consumption, particularly for TV, social media, and online video platforms. Several brands have come to the fore in these distressing times and have engaged with consumers through more humane, empathetic, informative, engaging, and reassuring communications.
In the section of evolving media consumption, the report shares the following:
- Consumption of TV has skyrocketed with nearly 70% claiming that they spend more time on TV, compared to pre-pandemic times.
- OTT consumption too has drastically increased, driven more by Tier 1 cities, females, and younger audiences.
- The majority of Indians are spending more time on music streaming apps, playing music to drive away those quarantine blues.
- As compared to other mediums, radio is not the medium of primary choice, with only 25% of Indians claiming to spend more time listening to the radio.
- Time spent on social media has risen drastically and 55% claim to spend more time on the apps.
- Instagram continues to broaden its horizons with nearly 40% spending more time, driven majorly by younger audiences.
- YouTube sees the highest leap in consumption, as 70% claim to spend more time on the platform.
- With physical newspapers not being available in most parts of the county, an overwhelming 70% are spending more time on online news searches.
- News apps also see an uplift in the time spent, with 60% spending more time on them, driven more by Tier 1 cities.
As per the report, “at an overall level, more than 80% of Indians feel that they will emerge stronger once the pandemic is over. Citizens in metros are more hopeful about the resurgence compared to Tier 1 cities, while businessmen are not eagerly enthusiastic as compared to the salaried population”.
You can access the entire report here: