Rural India embraces digital media; 47% adopt hybrid model: Report

According to Kantar & GroupM Rural Barometer Report 2024, 47 percent of the rural population of the country has adopted a hybrid model of consuming media content fueled by affordable internet and better digital infrastructure.

By  Storyboard18Nov 11, 2024 1:55 PM
Rural India embraces digital media; 47% adopt hybrid model: Report
Traditional media remains influential, a hybrid approach that leverages both online and offline channels is key to effectively connecting with rural audiences, the report noted (Photo: Unsplash)

India's rural market is increasingly adopting traditional and digital media as per a new study.

Notably, several digital platforms are playing a vital role in reaching and engaging consumers. From payments and e-commerce to gaming and lifestyle content, the digital landscape is expanding rapidly.

According to Kantar & GroupM Rural Barometer Report 2024, 47 percent of the rural population of the country has adopted a hybrid model of consuming media content fueled by affordable internet and better digital infrastructure.

While traditional media remains influential, a hybrid approach that leverages both online and offline channels is key to effectively connecting with rural audiences, the report noted.

However, states like Bihar, Uttar Pradesh, Madhya Pradesh, Chhattisgarh, and Jharkhand are less digitally connected, necessitating targeted media strategies.

Ajay Mehta, Managing Director, GroupM OOH Solutions in India suggested that brands must adapt their strategies to meet them where they are as rural consumers embrace online platforms.

"The rural landscape is no longer just a geographical space; it's a digital frontier ripe with opportunities," Mehta said.

According to the report, rural consumers are drawn to lifestyle-focused content such as fashion, health, and travel. Additionally, the report underscored a shift in the adoption of digital payment systems in rural India. The Kantar-GroupM report mentioned that internet users and e-commerce have surged to 42 percent in rural India.

The 2024 Rural Barometer report also noted a 60 percent rise in the average FMCG basket size among rural consumers, from 5.8 in 2022 to 9.3 in 2024, driven by a growing preference for convenience products.

However, rural individuals with only agricultural income, who make up 19 percent of the population face higher financial concerns. Individuals with diverse income sources, that is 81 percent demonstrated less stress and enjoyed larger basket sizes.


Tags
First Published on Nov 11, 2024 1:55 PM

More from Storyboard18

Digital

Reliance Jio Platforms' profit soars by 25% to Rs 7,110 crore in Q1 FY26

Reliance Jio Platforms' profit soars by 25% to Rs 7,110 crore in Q1 FY26

Brand Marketing

Perplexity AI overtakes ChatGPT on App Store after Airtel deal sparks download surge

Perplexity AI overtakes ChatGPT on App Store after Airtel deal sparks download surge

How it Works

Meta hires two more Apple AI researchers after poaching their boss

Meta hires two more Apple AI researchers after poaching their boss

How it Works

Google sues China-based operators over BadBox 2.0 Android botnet

Google sues China-based operators over BadBox 2.0 Android botnet

How it Works

WAVES Bazaar enabled content deals worth Rs 1,300 cr: Sanjay Jaju reveals at IICT inauguration

WAVES Bazaar enabled content deals worth Rs 1,300 cr:  Sanjay Jaju reveals at IICT inauguration

Digital

MIB Secretary Sanjay Jaju calls on AI startups to drive India's multilingual tech revolution

MIB Secretary Sanjay Jaju calls on AI startups to drive India's multilingual tech revolution

Digital

Amazon's live streaming service Twitch tests vertical video streams

Amazon's live streaming service Twitch tests vertical video streams

Digital

Mark Zuckerberg agrees to settle multibillion-dollar shareholder lawsuit

Mark Zuckerberg agrees to settle multibillion-dollar shareholder lawsuit