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Credibility of digital media grows among rural consumers: Report

In comparison to other social media and short video platforms usage among rural people, Instagram has experienced greater adoption during the past six months
Credibility of digital media grows among rural consumers: Report
Credibility of digital media grows among rural consumers: Report (Representational image: Shutterstock)

The difference in reach and legitimacy between conventional and digital media has been gradually closing, although traditional media still has a greater reputation than digital media in rural markets.

According to a recent Rural Barometer Report by Kantar and GroupM, however, rural consumers now view digital media as having equal credibility as traditional media. Rural Barometer Report’s fourth edition was released on Thursday. In comparison to other social media and short video platforms’ usage among rural people, Instagram has experienced greater adoption during the past six months, according to the survey.

Declining rural consumption

The report asserts that since December 2021, the frequency of monthly purchases across all categories has decreased by 5 per cent in rural India. Along with other FMCG products, people have reduced their consumption of important categories including cooking oils, cleaning supplies, cookies, chocolates, and personal hygiene items like toothpaste and mouthwash.

Additionally, the surveyors found that, across categories, more customers in rural India are controlling their spending by switching to smaller pack sizes than by switching to cheaper brands. According to the survey, more than 70 per cent of people in rural India are worried about their financial condition, a problem that is particularly acute for workers of all skill levels and for those who depend on small businesses like traders and shopkeepers.

It does, however, highlight the fact that rural Indian farmers are less concerned about their own financial situations and less optimistic about the stability of the Indian economy as a whole. Except for Karnataka, the survey finds that economic confidence is higher in southern regions, while it is lower in northern India including West Bengal in the east.

In rural India, stated monthly household income has climbed by 12 per cent during the same period, while claimed monthly household expenditure has increased by 8 per cent. so partially balancing the effects of inflation.

Read more: Hesa partners with OxeCart to leverage better market linkage for farmers

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The Changing Face of Rural India