People notice social media ads almost as often as print ads: Report

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  • According to a recent survey conducted by consumer data consultancy Axis My India, only 17% notice ads on social media platforms, 15% on print media, 6% on out-of-home and 2% on radio.
  • The report also looked at consumer spending habits, which found that spending on essentials such as personal care and household items rose 1% from last month.
  • Spending on non-essential and discretionary products such as air conditioners, cars and refrigerators also increased from last month.

A recent report by consumer data consultancy Axis My India found that most consumers notice advertisements on television, followed by online media.

According to the report, 32% notice ads on TV, while 26% notice it through online media. The survey also found that only 17% notice ads on social media platforms, 15% on print, 6% on outdoors and 2% on radio.

“So this is a pivotal moment for the Indian advertising business as spending is expected to deliver much higher returns than normal. As more and more people (61%) watch online video content (YouTube/OTT) on their mobile/home TV and thereby notice advertisements on TV, online and social media platforms, it is of utmost importance to the media industry to leverage the right medium to respond to differentiated consumer needs,” said Pradeep Gupta, Chairman & MD, Axis My India.

20% say they will shop this more often public holidays

Thanks to the festivity, consumer confidence has now seen a jump. According to the report, it is expected to increase by one percentage point in September.

The three indicators of consumer spending — spending on essential items such as personal care and household items; spending on non-essential and discretionary products has improved in recent months.

According to Axis My India’s July report, the rise in inflation impacted spending on commodities and discretionary products. As their purchasing power is affected, they are forced to limit their spending.

However, discretionary spending is finally returning as consumers celebrate festivals after two years.

The September report shows that 20% plan to shop more this holiday season. Spending on basic necessities such as personal care and household items increased for 46% of households, up 1% from last month.

Spending on non-essential and discretionary products such as air conditioners, cars and refrigerators increased for 7% of households, reflecting a 1% increase from last month.

According to the report, 10% of farmers also plan to purchase new tractors next year. Currently, a significant 86% of farmers do not own a tractor, due to smaller land holdings and affordability.

“Having been jeopardized by the pandemic and associated restrictions over the past two holidays, consumers are expected to shop more during the festivities this year. You can already see a slight increase in spending on essential and discretionary products. Further improvement in mobility sentiments highlights the fact that more and more people are enjoying the shopping and shopping experience of discovering, shopping and gifting,” said Gupta.

Apart from that, consumers are also venturing a bit more, as mobility has increased for 7% of families, up 1% from last month.

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