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Enormous Brands decodes the lockdown consumer amid Covid2019

43 per cent spike in cable TV viewers during lockdown

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MUMBAI: The stay-at-home mandate has changed the behaviour and attitudes of many Indians. Indians who were born and brought up asking for 'dhaniya' or 'mirchi' free from the vegetable vendors are now buying vegetables and other consumables without asking for prices. Stay-at-home orders have thus caused visible major shifts in people’s behaviour, according to a study by Enormous Brands.

Television grows strength to strength during lock-down

The study suggests TV still shines over OTT. 43 per cent see cable TV as the primary entertainment in the high-income households. 13 per cent across the sample size have re-activated their DTH / Cable subscription.

Interestingly, news has emerged as the new GEC. A staggering 64 per cent of TV viewing time is spent on the news channels. 43 per cent believe that news reporting is unbiased and 27 per cent believes that there is a clear indication that a few news channels are supportive of a particular political party.  

Newspaper poised for a strong return

Lots of international researches suggest 21 days can break or form a habit. However, this study suggests otherwise when it comes to a daily newspaper. 74 per cent miss their daily newspaper and are waiting for the service to resume.

While 29 per cent have moved to reading newspapers online, only four per cent would unsubscribe from the hard copy. Looks like the newspaper is a habit like coffee that has grown on the Indian palette, making it difficult to part with.

India’s older adopt digital

The study shows a sharp increase, as much as 47 per cent adoption, among elders (55-65 years) of e-commerce – ordering milk, grocery and home essentials and paying through wallets / UPI.

The banks have been promoting internet banking for over a decade. In just the last month the data suggests that first time users have increased by 28 per cent. The maximum shift of 33 per cent is among the age group of 35-50 years age segments – this is the bankers' delight segment.

Covid2019 helps push the ‘Make in India’ agenda

42 per cent believe that there is an active and deliberate attempt by China to spread Covid2019 across the world for economic gains. This has led to a strong anti-China sentiment.

The data suggests that 47 per cent of Indians are willing to pay up to 25 per cent higher for Indian-made goods over Chinese-made ones. There is a strong sentiment that the world should unite against China to stop using China as the world’s manufacturer, even if it is cost-inefficient.  

Enormous Brands managing partner Ajay Verma said: “The young Indian population is behaving very differently from other parts of the globe. The study suggests a high level of optimism even in a situation that has brought the entire world in a lock-down and also showcased that households feels confident about the revival of the Indian economy.”

He further added: “This study was conducted to help brands understand how the current situation is moulding the habits, behaviour and attitudes of Indians. We believe this will help us shape client communication and offer strategic counsel in line with the prevailing sentiments of the consuming class.”

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