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Tag: Axis My India

  • Flipkart and Amazon most preferred shopping apps

    Media consumption up for 22% of families: Axis My India

    By Our Staff

     

    Axis My India, the consumer data intelligence company better known for its exit polls (coming soon!), 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.

     

    Commenting on the 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 and 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.

     

    INDIA CONSUMER SENTIMENT SCORE

    * Health score has a negative connotation i.e., the lesser the spends on health items the better the sentiments.

    * The Overall Consumer Sentiment Score is an average of the mentioned sub-indices

     

  • Narendra Modi, Yogi Adityanath, MK Stalin, MS Dhoni and Mamata Banerjee

    Axis My India CSI Survey: Most impactful celebrity of 2021

    By Our Staff

    Axis My India, the consumer data intelligence company better known for its exit polls, 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 Prime Minister, Narendra Modi as the most impactful celebrity of the year – view of 40% across India (majority). Chief Minister’s of Uttar Pradesh- Yogi Adityanath, Tamil Nadu- M K Stalin and West Bengal- Mamata Banerjee followed suit along with Indian Cricket captains Virat Kohli, Rohit Sharma and former captain MS Dhoni.

    Commenting on the December report, Pradeep Gupta, CMD, Axis My India, said: “The survey finds that PM Modi is overwhelmingly popular across the country and the most recognisable face in India. 40% of the total people surveyed have picked him, far higher than any other personality on the list. Virat Kohli stood second at 4% followed by Yogi Adityanath at 3%. Mr. Modi’s popularity seems to be growing at a time when world leaders are facing dwindling popularity. This poll is yet another demonstration of Mr. Modi’s grasp over the pulse of the nation.”

     

  • Hotstar is the preferred choice for majority of the OTT viewers. Followed by Amazon Prime, Netflix, Jio TV and MX Player

    OTT penetration stands at 27%- Axis My India, CSI Survey

    By Our Staff

     

    Axis My India, 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. Among top OTT platforms Hotstar, Amazon Prime, Netflix, Jio TV and MX Player were among the top choices.

     

    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 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 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 and in which form to place their brand content and advertisements.  Moreover it is interesting to note that in spite 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 and 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 and 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. Of the people who prefer OTT content, a majority directed their choice towards Hotstar followed by Amazon Prime and Netflix.

     

    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.

     

     

  • As per the Axis My India study on consumer sentiment conducted in August 2021

    42% families to spend more or same in festive season…

     

    By Our Staff

     

    Axis My India, the  consumer data intelligence company better known for its exit poll results, has released its August 2021 findings of the India Consumer Sentiment Index, a monthly analysis of consumer perception on a wide range of issues. Given that it’s August, and pre-festive season, we thought it would be appropriate to highlight it.

     

    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 five 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 10,482 people. As many as 72 per cent of the people surveyed were male and 28 per cent female. The respondents were from 28 states and seven 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 non-essential 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.

    • 88% 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.

  • Plans to give a voice to 250 million Indian households

    Axis My India set to launch 2-way communication & facilitation platform

    By Our Staff

     

    Axis My India, the consumer data insights firm, has announced its plan to set up on Mission Himalaya – Unchi Udaan Roadmap Initiative. Under this initiative, the company is plans to launch a two-way communication and facilitation platform. This platform will have a dual purpose of bridging the gap between metros, small towns, and remote villages by providing everyone an aggregated platform to gather relevant information and voice their grievances, wherein citizens can connect with relevant stakeholders, government authorities and corporates/brands, who can listen and solve these issues.

     

    Commenting on this huge undertaking, Pradeep Gupta, Chairman, and Managing Director, Axis My India said: “With a belief that in the middle of difficulty lies opportunity, we want to use our scale and expertise to enable a meaningful difference to the lives of everyday Indians. Our interaction with 80 million Indian households and presence in over 700 districts has provided us with a deeply rooted understanding of India’s diverse socio-economic, linguistic, ethnic, cultural, and political complexities thereby yielding us with an unprecedented opportunity to bring equity between rural and urban India. This platform will provide relevant information and importantly give a voice to 250 million Indian households and try to improve their quality of livelihood.

  • Shows a positive shift in momentum

    Axis My India publishes India Consumer Sentiment Index

    By Our Staff

     

    Axis My India, a leading consumer data intelligence company though better known for its Exit Poll results, has published the India Consumer Sentiment Index (CSI), a trend analysis that will track real-time shifts in consumer sentiment nationally. The sentiment analysis delved into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits and mobility trends.

     

    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 India across demography and geographies. Our mission is to bring out the most authentic voices via the rigour of data and analytics.”

     

  • Its election forecasting model to become case study

    Axis My India features in Harvard curriculum

    By Our Staff

     

    Axis My India, the consumer data intelligence firm that made waves with its exit poll forecast last year, is now part of the Harvard Business School curriculum. The B-school has built a case study based on its election forecasting model.

    Said Pradeep Gupta, Chairman & Managing Director, Axis My India: “We are delighted that a globally renowned institution like Harvard Business School has built a case around our work at Axis My India. We are pioneers in the methodology for election surveys and have predicted most accurately the outcomes of 43 out of 47 elections so far which demonstrates our expertise in providing insight solutions through field surveys across the length and breadth of our country. Our ingenious use of technological solutions, robust processes, quality control, and completely in-house infrastructure and resources have played a significant role in our success. We will strive to constantly delight our clients with accurate insights that demonstrate our hold over the nation’s pulse, particularly rural communities.”

    Added Professor Ananth Raman, UPS Foundation Professor of Business Logistics Chair, OPM, HBS: “This case study illustrates numerous operational details, including those associated with training surveyors and moving them across different locations based on their linguistic and socio-economic identities to get a feel of the electorate’s pulse. Predicting elections accurately in an extremely complex country like India is difficult. AMI’s track record is a testament to the company’s project management and process excellence capabilities. I am certain that, through the case, Mr Gupta and Axis My India will inspire several business students at Harvard Business School to create their own entrepreneurial journey.”

     

     

  • On air, Gupta thanked the India Today group for standing by his predictions

    Axis My India scores again with India Today exit poll

    By A Correspondent

     

    In May this year, after the Lok Sabha results came in, ace pollster Pradeep Gupta cried. Yesterday, he was visibly moved, his eyes having welled up in the presence of Rajdeep Sardesai and Rahul Kanwal and the studio guests.

     

    The Axis My India Chairman and Managing Director and his team had predicted it right yet again with the Maharashtra and Haryana polls. While other media outlets may have got it wrong, the India Today-Axis My India exit poll delivered the most accurate picture of around 11 crore voters in the two states.

     

    Said Kalli Purie, Vice Chairperson, India Today Group: “I think getting the exit poll right again, especially against popular belief, separates news channels from propaganda channels. It’s our approach on ground reporting and non-alignment that we were able to read data with a level of understanding. And doing it in Haryana elections, where the margin on so many seats was so slim, is a validation of the scientific and thorough approach of Axis.”

     

    Added Gupta, crediting the accuracy to team work and scientific monitoring of voter behaviour. “We follow international best practices. Our methodology is highly refined that helps us eliminate margins of error. Our sampling is the most demographically representative in any given election. We closely, and continuously, monitor voter mood and intent.” On air, Gupta thanked the India Today group for standing by his predictions.

     

  • Micro-targeting using data to benefit advertisers, broadcasters and OTT owners

    Axis My India partners with TAM India to launch new consumer insight platform

    By A Correspondent

     

    Axis My India is partnering with TAM India to launch a one-stop consumer insights research platform, with one million+ respondents covering 670+ districts of India over a 12-month period that will answer the most preferred consumer brand(s) and most used consumed brand(s) across 40 product categories. It will also enable data users to micro-target segments of consumers geographically for effective localised marketing plan implementation, thus deriving higher ROI.

     

    Speaking on the occasion, Pradeep Gupta, Founder of Axis My India, said: “We have leveraged our inherent and historic strength of successfully executing electoral research across length and breadth of the country for building this new service. The extent to which culture, opinion, perception changes every 100 miles in our country has made me promise to myself to create a two way communication platform for marketers soon. Gradually, we endeavour to reach out to all the 250 million homes in India. Our past success in capturing the true voice of citizens about their preference and perceptions on governance parameters gives us great confidence in extending this expertise to provide similar insights to the brand owners in this country.”

     

    Commenting on Axis My India’s partnership with TAM, Gupta added, “Partnership with TAM is a significant milestone for us. TAM’s contribution towards the growth of Indian advertising andbroadcast industry since 1998 is well known and a documented fact not only in India but also globally. This partnership with TAM gives us access to advertising details of thousands of brands across media in India. These very brands are keen on making their presence felt in the minds & hearts of a diverse Indian market place.”

     

    Commenting on TAM India’s partnership with Axis My India, LV Krishnan, CEO, said, “It is equally exciting for us as data from Axis My India survey of onemillion+ respondents will be a single window for brand owners for addressing their quest to enable micro level marketing. This is making it a first of its kind research platform not only in India but across the globe. This will positively create a new set of expectations from Advertisers, Broadcasters & OTT players. Our in-house teams, S-Group & TAM Edge will work with Axis My India & Client teams closely to provide data insights for driving implementation of their marketing strategies at a granular level.”

     

    In November 2017, Axis My India is planning to come out with Phase I of the survey where the most preferred brand will be announced across 40 categories through its initiative of Trust Index.