Kantar Releases “India in Search” Report: Insights into Shifting Digital Habits of Indian Consumers
Kantar’s “India in Search” report reveals dynamic shifts in Indian consumer habits
New Delhi: Kantar, a leading data and insights company, has unveiled its inaugural “India in Search” report, providing a comprehensive analysis of the evolving digital habits of Indian consumers. The report, based on extensive data analysis, offers insights into the changing trends across various categories, shedding light on what Indians are searching for and their evolving interests.
One of the key findings of the report is the continued dominance of cricket in Indian sports culture, with an average of 223.4 million monthly searches. However, the report also highlights a significant increase in searches for women’s cricket, indicating a growing interest in the sport among Indian audiences. Additionally, sports like Kabaddi and hockey have seen a surge in searches, reflecting the diversification of India’s sports landscape.
The report also highlights the emergence of community sports, with activities like pickleball gaining popularity and encouraging more individuals to participate in physical activities. This trend signifies a shift towards a more inclusive and diverse sporting culture in India.
In the entertainment sector, Indian consumers are showing a preference for thrillers, crime, and horror genres over traditional action films. Live music has also seen a resurgence, with searches for concerts by both international and local artists on the rise. This trend reflects a growing desire for immersive and engaging entertainment experiences among Indian audiences.
The report also delves into the mobile phone market, revealing that Chinese brands hold a majority share of smartphone brand searches in India. Premium models like the Redmi 13C 5G are gaining popularity, indicating a preference for advanced features among Indian consumers. The report also highlights a growing focus on mental well-being and skin health, with searches for sensitive skin solutions and pregnancy care on the rise.
In the realm of news and information, major headlines are driving a significant portion of search queries, with consumers seeking updates on important events and developments. Travel preferences are also evolving, with Indian travelers showing an interest in offbeat destinations and unique experiences.
The report also touches upon changing trends in the children’s product market, the rise of digital influencers over traditional celebrities, and significant growth in the beauty sector. Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division of Kantar, emphasized the importance of the report in helping brands and marketers connect with their audiences and innovate their strategies in the dynamic Indian market.
Overall, Kantar’s “India in Search” report provides valuable insights into the evolving consumer habits in India, offering businesses essential guidance on how to effectively engage with their target audiences and adapt to the changing market landscape.
