TV and Newspapers Remain Key Sources of Credible Information in Rural India

According to GroupM and Kantar's 'Rural Barometer 2025' report, traditional media such as newspapers and television remain the most credible sources of information in rural India, particularly among the older and higher-income groups.

While these traditional channels maintain their credibility, the report notes that social media and influencers are perceived as less trustworthy, particularly by older and more affluent audiences. At the same time, younger and higher-income rural consumers are increasingly turning to digital media.

The study discovered a decrease in the use of platforms such as YouTube, WhatsApp, and Facebook among rural mobile users. However, adoption of these platforms remains high among the 18-24 age group and those in the NCCS A segment, while significantly showing lower levels of engagement. in the older and lower-income groups.

"In terms of credibility, traditional media benefits from its longevity and the relationships it has developed with consumers over time. That kind of trust cannot be replicated overnight, as evidenced by the numbers," said Ajay Mehta, managing director-OOH Solutions, GroupM India, while also emphasizing the remarkable rate of digital adoption among rural consumers.

According to Puneet Avasthi, director-specialist businesses, Kantar India's Insights Division, financially stressed rural consumers are increasingly reducing discretionary spending as household costs rise, despite ongoing concerns about persistent inflation and rising prices. 

"What we've seen is that the growth in spending has far outpaced the growth in income." He stated that for every additional rupee earned by rural India, expenses have increased by approximately ₹1.50.