In Rural India, Media Consumption is Growing to Being More Hybrid

According to the most recent Rural Barometer Report, which was published by WPP's media investment group, GroupM, in collaboration with Kantar, a preeminent worldwide marketing data and analytics company, media consumption in rural India is growing more hybrid, with almost half of rural consumers using both online and offline channels.

This research, which is the fifth edition of the Rural Barometer, provides new information about how media and consumer behavior are changing in rural India. It highlights a noticeable trend toward a hybrid media strategy, which is being fueled by growing internet usage and rural digital uptake.

The results show that, especially in areas where Hindi is spoken, internet and telecom platforms are offering a considerable increase in reach.

Since more and more rural consumers are using internet channels, digital is a crucial part of any successful media strategy for companies aiming to reach this sizable market.

In areas where traditional media may not have as much coverage, telecom and internet channels are proven to be crucial in reaching rural consumers, according to the survey. "The need for a balanced approach that incorporates both online and offline engagement is highlighted by the trend towards hybrid media consumption."

The survey also notes that rural people are increasingly using digital services. The popularity of digital platforms for gaming, e-commerce, and payments has significantly increased, which is indicative of rural people' increasing financial literacy and digital inclusion.

Additionally, lifestyle-focused material like health, fashion, and travel is attracting more and more rural internet users. This pattern suggests that rural customers' interests have changed, and they are now looking for information that supports their daily lives and reflects their goals.

The scene is evolving, according to Ajay Mehta, Managing Director of GroupM OOH Solutions in India: "Rural India is emerging as a digital frontier." In order to effectively engage rural consumers, brands must acknowledge this trend and modify their strategies accordingly. Businesses can seize significant expansion prospects by utilizing digital channels and catering to the changing tastes of rural audiences.

According to the report, a hybrid strategy that combines online and offline channels is essential to reaching a wider audience, even though traditional media still has sway in rural India.

Brands can create more successful campaigns and encourage significant involvement in rural areas by knowing the changing media choices and habits of these consumers.

According to the Rural Barometer Report's findings, digital revolution is well under way in rural India, providing marketers with a rare opportunity to engage with a quickly expanding and increasingly tech-savvy audience.

The average FMCG basket size among rural customers increased by 60% between 2022 and 2024, from 5.8 to 9.3, according to the survey. Convenience products are becoming more and more popular, which is explained by shifting lifestyles and rising spending power in rural areas.

Despite less financial concerns, states like Jammu & Kashmir (39%), Maharashtra (41%), and Odisha (26%) have seen moderate growth in FMCG basket sizes, demonstrating regional variances. Rising rural earnings and a diversification of income sources, including salaried work, are contributing factors to this encouraging trend of growing FMCG consumption.

According to the survey, there is also a clear difference between rural dwellers who depend only on agricultural revenue (19%) and those who have many sources of income (81%). 82% of those who rely solely on agricultural income express worry about their financial hardship. On the other hand, people with a variety of income sources had bigger basket sizes and less financial stress.

"Despite persistent financial concerns, the 2024 Rural Barometer Report shows growing purchasing power and changing lifestyles among rural consumers, as evidenced by increased basket sizes and a preference for convenience products," Puneet Avasthi, Director of Specialist Businesses, Insights Division, Kantar, continued. "Diverse work options have an impact on regional differences in financial resilience. Although digital access is still unequal among states, we also see a movement in rural media consumption toward a hybrid model of traditional and digital formats."