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CONSUMERS&BRANDSTarget
audience:
consumers
inAndhra
Pradesh
(India)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinAndhraPradesh
andcompares
themto
theaverage
consumerinIndia.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inAndhraPradesh
(India):whotheyare;
what
theylike;
whattheythink;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereaderAmerican
Englishoffered
asanalternativeRegion:
56countriesNumberofrespondents:•
12,000+
forcountries
with
theextended
survey(including
India)tobenchmark
consumers
inAndhraPradesh
(’’region’’)
•
2,000+
forthebasicsurveyagainstthe
average
Indian
consumer,
labelledas’’country’’
inthe
charts.Sample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedregularly
andisbased
ondataFieldwork:from
theConsumer
InsightsGlobal
survey.•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
March2024Sources:Consumers
in
Andhra
Pradesh
(India)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsConsumers
inAndhraPradesh
tendtoAhappy
relationship
hasmorebeyounger,
62%
arepartof
Generation
importance
toconsumers
inAndhraArelatively
low
shareof
consumers
inAndhra
Pradesh
thinkthatcrime
is
anissuethatneedstobeaddressed.Consumers
inAndhraPradesh
tendtolisten
to
podcastsless
often
than
theaverage
consumer
inIndia.Z.Pradesh
than
tothe
average
consumerinIndia.Many
consumers
inAndhra
Pradeshhavealow
household
income.Many
consumers
inAndhra
Pradeshtendtohavemore
leftleaning
politicalviews
than
theaverage
consumer.Thesocial
network
Snapchatis
morepopularinAndhra
Pradesh
than
inother
regions
of
India.Arelatively
highshare
ofconsumers
inAndhra
Pradesh
are
interested
infamilyandparenting.Many
consumers
inAndhra
Pradesh
liveinsmall
towns
and
rural
communities.46%
ofconsumers
in
AndhraPradesharepositive
abouttheeconomicsituationof
India.Consumers
inAndhraPradeshremember
seeing
adsout-of-home
lessoften
than
theaverage
consumer
inIndia.Many
consumers
inAndhra
Pradeshconsider
cooking
andbaking
ahobby.18%
ofconsumers
inAndhraPradeshconsider
themselves
partof
theLGBTQ+community.Consumers
inAndhraPradesh
arelesslikely
to
follow
soccer
thanthe
averageconsumer
inIndia.39%
ofconsumers
inAndhraPradeshareoptimistic
abouttheirpersonalfuture.Consumers
inAndhraPradeshremember
seeing
adsonsearchengines
lessoften
thanthe
averageconsumer
inIndia.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics•
Ageand
household
composition•
Employment
andincome•
Livingsituation•
Diversity4Consumers
in
Andhra
Pradesh
tend
to
be
younger,
62%are
part
of
GenerationZGeneral
demographics:
age&household
compositionGenerationsHouseholdtypeSingle0%0%14%8%5%5%10%9%30%CoupleSingleparentNuclear
family44%7%5%13%18%Multi-generationalfamily15%62%24%42%46%Related
adultsOther37%5%3%RegionGen
Z
MillennialsCountryGen
XBoomersRegionCountry5Notes:’’Howoldareyou?’’;
Single
Pick;Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=925
respondentsin
Andhra
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Andhra
Pradesh
have
a
low
household
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets19%22%79%33%33%33%87%87%33%67%48%33%13%13%RegionCountryRegionCountryRegionHighCountryMiddle
LowWorkingNot-workingGoodsServices6Notes:Recodes
based
on:’’Which
ofthe
following
categoriesbest
describes
your
currentemployment
status?’’;Single
Pick;’’Which
ofthe
following
categoriesbest
describes
yourcurrentjob
sector?’’;
Single
Pick;
’’Monthly/annualhousehold
income
(local
currency)’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick
n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Andhra
Pradeshlive
in
smalltowns
andruralcommunitiesGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership24%24%76%32%68%34%66%40%54%76%60%46%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=925
respondents
in
Andhra
Pradesh,
n=24201respondents
in
IndiaSources:Consumer
Insights
Global
as
of
March202418%
of
consumers
in
Andhra
Pradesh
consider
themselves
part
of
the
LGBTQ+communityGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community74%75%25%79%81%19%26%21%RegionCountryRegionCountryMigrant
backgroundNomigrant
backgroundLGBTQ+
communityNot
LGBTQ+8Notes:’’Were
youoryour
parents
bornoutside
ofyour
currentcountry
ofresidence?’’;Multi
Pick;
’’Do
youconsider
yourself
part
ofthe
LGBTQ+community?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=925respondents
in
Andhra
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
Sportsfollowed•
Innovation
adoptionA
happy
relationship
has
more
importance
to
consumers
in
Andhra
Pradeshthan
to
the
average
consumer
in
IndiaConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinAndhra
Pradesh52%
53%48%42%43%42%33%
33%33%30%26%25%24%23%21%20%16%15%12%11%TobeAhappyAn
honest
Safety
and
LearningMakingmy
owndecisionsAdvancing
Havingamy
career
good
timeTraditionsSocialjusticesuccessful
relationshipandrespectablelifesecuritynew
thingsRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=925
respondents
in
Andhra
Pradesh,n=24201respondents
in
IndiaConsumer
Insights
Global
as
of
March2024A
relatively
high
share
of
consumers
in
Andhra
Pradesh
are
interested
in
familyand
parentingConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinAndhra
Pradesh50%50%
50%49%47%
47%47%46%45%44%44%42%41%39%39%38%38%37%36%31%Movies,TVshows&musicFood
&diningCareer
&educationHealth
&fitnessScience
&technology
&beautyFashionFamily
&parentingTravelSportsFinance&economyRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=925
respondents
in
Andhra
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Many
consumers
in
Andhra
Pradesh
consider
cooking
and
baking
a
hobbyConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinAndhra
Pradesh51%46%42%43%42%42%39%36%35%35%33%33%31%29%
29%29%29%28%28%25%TravelingCooking/bakingReadingTech
&computersVideogamingPhotography
GardeningandplantsWritingOutdoor
Meditationactivities
&wellnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202415%
of
consumers
in
Andhra
Pradesh
regularlylike
dancingConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinAndhra
Pradesh27%23%18%16%15%14%13%14%12%11%11%11%11%10%9%9%9%8%8%8%CricketDancingCyclingBadmintonYoga
&pilatesFitness,
Volleyball
&
Basketball
RunningSwimming&divingaerobics&cardiobeachvolleyball&joggingRegionCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=344
respondents
in
Andhra
Pradesh,n=10449
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Andhra
Pradesh
are
less
likely
to
follow
soccer
than
the
averageconsumer
in
IndiaConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinAndhra
Pradesh39%33%25%17%15%14%13%13%11%11%10%9%9%9%8%7%7%7%6%6%CricketSoccerTennisVolleyball
BasketballRegionBoxingCyclingSwimming
American
Tabletennis&diving
footballCountry14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=339
respondents
in
Andhra
Pradesh,
n=10687
respondents
in
IndiaConsumer
Insights
Global
as
of
March202445%
of
consumers
in
Andhra
Pradesh
are
in
the
early
majority
of
innovationadopter
typesConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinAndhra
Pradesh45%42%23%19%19%17%16%16%3%Innovators1%Early
adoptersEarly
majorityRegion
CountryLatemajorityLaggards15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024CHAPTER
03Perspective
and
outlook•
Challenges
facing
thecountry•
Politics•
View
on
country’seconomic
situation•
View
on
personal
economic
situation•
Economic
concerns•
View
on
personal
future16A
relatively
low
share
of
consumers
in
Andhra
Pradesh
think
that
crime
is
anissue
that
needs
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
IndiaaccordingtoconsumersinAndhra
Pradesh54%
54%47%45%40%38%37%36%35%36%35%34%33%33%32%32%30%28%28%26%Unemploy-
EducationmentEnviron-mentHealthandsocialsecurityPovertyRegionEconomic
Food
and
Rising
prices
ReligiousCrimesituationwater/inflation/
conflictssecurity
cost
of
livingCountry17
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Many
consumers
in
Andhra
Pradesh
tend
to
have
more
left
leaning
politicalviews
than
the
average
consumerPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinAndhra
PradeshRegion25%21%42%13%Country19%21%50%10%LeftCenterRightPrefer
notto
answer18
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=925
respondents
in
Andhra
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202446%
of
consumers
in
Andhra
Pradesh
are
positive
about
the
economic
situationof
IndiaPerspective
andoutlook:
view
on
economic
situation
ofIndiaPerceivedeconomic
situation
of
India
byconsumersinAndhra
Pradesh1%3%Region35%46%15%1%Country41%40%14%4%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative19
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=925
respondents
in
Andhra
Pradesh,
n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202448%
of
consumers
in
Andhra
Pradesh
are
positive
about
their
personaleconomic
situationPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinAndhra
PradeshRegion29%48%18%4%
1%1%4%Country35%43%17%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative20
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Andhra
Pradesh
are
more
prudent
about
spending
money
thanthe
average
consumer
in
IndiaPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinAndhra
Pradesh50%44%40%39%27%20%20%19%12%9%Ihavebeen
trying
tospend
lessmoney
inthepast12
monthMy
cost
of
livinghasincreased
notablyIamworried
aboutnotbeing
abletopaymy
billsIamworried
aboutviolence
andpublicunrestsinmyIhavelost
my
jobinthepast12
monthscountry
of
residenceRegionCountry21
Notes:Sources:’’Which
ofthese
statements
apply
toyouwhen
youconsider
youreveryday
life
in
the
past12
months?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;Base:n=925
respondents
in
Andhra
Pradesh,n=24201
respondentsin
IndiaConsumer
Insights
Global
as
of
March202439%
of
consumers
in
Andhra
Pradesh
are
optimistic
about
their
personal
futurePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinAndhra
PradeshRegion39%39%15%5%
2%2%2%Country49%35%11%Very
optimisitcOptimisticNeither
optimistic
norpessimisticPessimisticVery
pessimistic22
Notes:Sources:’’Howdo
youfeelabout
yourpersonal
future?’’;Single
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024CHAPTER
04Marketing
touchpoints•
Media
usage•
Digitaladvertising
touchpoints•
Social
networks•
Internet
usagebydevice•
Non-digital
advertising
touchpointsConsumers
in
Andhra
Pradesh
tend
to
listen
to
podcasts
less
often
than
theaverage
consumer
in
IndiaMarketing
touchpoints:media
usageType
of
mediaconsumersinIndiahavebeen
using
inthepast4weeks79%78%76%69%68%63%63%55%55%51%46%43%42%37%34%33%32%27%24%24%21%21%TVMovies
/cinemaDigitalvideocontentDailynewspapersDigitalmusic
Onlinenewscontent
websitesRegion
CountryMagazinesOnlinemagazinesPodcastsWeeklynewspapersRadio24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Andhra
Pradesh
remember
seeing
ads
on
search
engines
lessoften
than
the
average
consumer
in
IndiaMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks55%54%53%48%42%41%40%37%35%36%34%31%30%30%30%27%24%22%19%16%SocialmediaVideoportalsVideostreamingservicesOnlinestoresVideogamesWebsitesandappsof
brandsSearchenginesMusicportalsEditorial
NewsletterswebsitesandappsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024The
social
network
Snapchat
is
more
popular
in
Andhra
Pradesh
than
in
otherregions
of
IndiaMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinAndhra
Pradesh84%
84%83%
84%80%66%44%44%43%40%40%35%26%23%21%20%
21%Quora18%13%11%YouTube
SnapchatLinkedInRegionTwitterPinterest
SharechatMojCountry26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=853
respondents
in
Andhra
Pradesh,
n=23003
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Andhra
Pradesh
access
the
internet
via
a
tablet
less
often
thanthe
average
consumer
in
IndiaMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinAndhra
Pradesh
useregularlytoaccess
theinternet95%93%70%61%61%53%49%47%39%37%36%32%25%25%23%21%15%13%SmartphoneLaptopSmart
TVSmartwatch
Desktop
PCTabletSmartspeakersStreamingdeviceGamingconsoleRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=925
respondents
in
Andhra
Pradesh,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Andhra
Pradesh
remember
seeing
ads
out-of-home
less
oftenthan
the
average
consumer
in
IndiaMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks54%52%44%42%39%37%36%36%31%30%27%25%22%2
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