Axis My India Survey Reveals 80% Preference for Short Content on Social Media

: Survey results showing 80% preference for short content on social media


: A recent survey by Axis My India shows that 80% of respondents prefer watching short content on social media channels daily. The survey also provides insights into media consumption patterns, consumer behavior, and data privacy sentiments.


Our Analysis and Commentary

Increasing Preference for Short Content on Social Media Reflects Changing Consumer Behavior

The latest India Consumer Sentiment Index (CSI) report by Axis My India sheds light on the evolving media consumption patterns and changing consumer preferences in the digital age. One of the most notable findings from the survey is that 80% of respondents prefer watching short content on social media channels on a daily basis. This insight reflects the increasing popularity and influence of digital platforms, driven by tech-savvy youth.

The dominance of online video content consumption and television media consumption as primary modes of entertainment is a significant trend highlighted in the report. This indicates the continued relevance of traditional mediums like TV and newspapers, alongside the remarkable growth of digital platforms. It is fascinating to witness the renaissance of cinema, spearheaded by urbanites and seniors, in an era where digital media has gained prominence.

The findings also reveal interesting trends in media consumption habits, entertainment, and tourism preferences. While digital media, including online video content and OTT shows, is captivating millions of viewers daily, traditional mediums like radio continue to maintain their appeal. This enduring relevance of radio in the digitally-driven era emphasizes the importance of businesses adapting to evolving consumer preferences and creating tailored experiences to thrive in the expanding universe of media choices.

Another noteworthy aspect highlighted in the report is the increase in overall household spending. With 58% of families reporting an increase in overall expenditure, there is a positive outlook on economic recovery and consumer confidence. This trend is particularly significant in the southern states like Andhra Pradesh, Telangana, and Karnataka. It presents opportunities for businesses to tap into these regions and cater to the growing demand.

Furthermore, the survey provides insights into spending habits related to essential and non-essential items, healthcare, and mobility. The increase in spending on essential items, such as personal care and household items, indicates a growing focus on well-being and self-care. The surge in health-related expenses, including vitamins, tests, and healthy food, reflects an increased emphasis on maintaining a healthy lifestyle in light of the ongoing pandemic.

The findings regarding media consumption and spending motivations offer valuable insights for businesses seeking to align their marketing strategies with changing consumer preferences. The popularity of television, newspapers, online video content, radio, and OTT shows indicates the need for a multi-channel approach to engage consumers effectively. Additionally, consumer priorities such as quality, affordability, and convenience must be considered when developing products and services.

As India celebrates its 76th Independence Day, the survey also captures citizens’ expectations from the government. The top priorities include tackling inflation, generating employment opportunities, improving infrastructure, addressing everyday challenges, supporting farmers’ prosperity, and fostering peace and harmony across religions. These insights provide valuable guidance for policymakers to address the needs and aspirations of the citizens.

Overall, the Axis My India CSI report provides a comprehensive understanding of consumer behavior, media consumption patterns, and spending habits in the digital age. The increasing preference for short content on social media channels reflects the changing landscape of information and entertainment consumption. It is an opportunity for businesses to tailor their strategies and create engaging content that resonates with the evolving preferences of consumers.


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80% prefer watching short content on social media channels daily-Axis My India August CSI Survey

Axis My India, a leading consumer data intelligence company, has unveiled its latest report on the India Consumer Sentiment Index (CSI), providing invaluable insights into evolving media consumption patterns, consumer behaviour, and data privacy sentiments. The survey shows the final balance between Television media consumption and Online Video Content Consumption both dominating as primary mode of entertainment. Moreover, the report reveal trends in movie theatre visits, OTT consumption and Radio consumption. With data-driven observations and comprehensive analysis, this report serves as a crucial resource for businesses seeking to align their marketing strategies with changing consumer preferences in the digital age.

The August net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +8, which has increased as compared to last month (+7).

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, entertainment & tourism trends.

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 5092 people across 35 states and UTs. 65% belonged to rural India, while 35% belonged to urban counterparts. In terms of regional spread, 22% belong to the Northern parts while 25% belong to the Eastern parts of India. Moreover, 28% and 26% belonged to Western and Southern parts of India respectively. 61% of the respondents were male, while 39% were female. In terms of the two majority sample groups, 31% each reflect the age group of 36YO to 50YO and the age group 26YO to 35YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said, “ The media consumption landscape is continuously evolving, revealing intriguing trends that promise a transformative future for content engagement. Digital platforms are experiencing remarkable growth, driven by tech-savvy youth, while traditional mediums like TV and newspapers retain their allure. Noteworthy is the renaissance of cinema, spearheaded by urbanites and seniors. Looking ahead, digital media’s dominance is set to soar further, with online video content and OTT shows captivating millions daily. Yet, radio’s enduring relevance endorses its appeal in the digitally-driven era. Businesses must adapt to these evolving preferences, crafting tailored experiences to thrive in the ever-expanding universe of media choices”.

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