CONSUMERS&BRANDSTarget

audience:

consumers

inAssam

(India)Consumer

Insights

ReportMarch2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

liveinAssamandcompares

themtotheaverage

consumer

inIndia.Duration:

approx.

15

minutesThereport

offers

the

reader

acomprehensiveoverview

ofconsumers

inAssam(India):whothey

are;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

consumers

inAssam(’’region’’)

againsttheaverage

Indian

consumer,

labelled

as

’’country’’

inthe

charts.Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesNumberofrespondents:?

12,000+

forcountries

with

theextended

survey(including

India)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedregularly

andisbased

ondatafrom

theConsumer

InsightsGlobal

survey.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

March2024Sources:Consumers

in

Assam

(India)Management

summary:

key

insightsGeneral

demographicsConsumerlifestylePerspective

andoutlookMarketing

touchpointsAlargeshare

ofconsumers

inAssamarepartof

Generation

Z.Being

successful

hasmore

importancetoconsumers

inAssamthan

totheaverage

consumer

inIndia.52%

ofconsumers

in

AssamthinkthatConsumers

inAssamusealltypesofunemployment

isanissuethatneeds

to

media

less

frequently

thanthe

averagebeaddressed.consumer

inIndia.Many

consumers

inAssamhavealowhousehold

income.46%

ofconsumers

inAssamareinterested

inmovies,

TVshows

andmusic.20%

ofconsumers

inAssamhavemoreleft

leaningpolitical

views.81%

ofconsumers

inAssamare

activeon

Facebook.Many

consumers

inAssamlive

insmalltowns

and

rural

communities.44%

ofconsumers

inAssamare

positive

Consumers

inAssamremember

seeingMany

consumers

inAssamconsidertraveling

ahobby.aboutthe

economic

situationof

India.adsout-of-home

lessoften

thantheaverage

consumer

inIndia.21%

ofconsumers

in

Assamconsiderthemselves

partoftheLGBTQ+community.38%

ofconsumers

inAssamareoptimisticabouttheirpersonal

future.Consumers

inAssamare

more

likely

tofollow

soccer

thanthe

averageconsumer

inIndia.Consumers

inAssamremember

seeingadson

videostreaming

services

lessoften

than

theaverage

consumer

inIndia.3Sources:Consumer

Insights

Global

as

of

March2024CHAPTER

01General

demographics?

Ageand

household

composition?

Employment

andincome?

Livingsituation?

Diversity4A

relatively

high

share

of

consumers

in

Assam

live

in

a

household

of

two

or

morerelated

adultsGeneral

demographics:

age&household

compositionGenerations0%HouseholdtypeSingle0%14%5%5%18%6%CoupleSingleparentNuclear

family9%36%44%5%5%16%18%Multi-generationalfamily13%24%46%42%52%Related

adultsOther37%4%3%RegionCountryGen

ZMillennialsGen

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=313

respondentsin

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Assam

have

a

low

household

incomeGeneral

demographics:

employment

and

incomeWork

forceJobsector

ofwork

forceNational

householdincome

brackets22%79%22%26%33%33%86%87%33%74%45%33%14%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=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:Many

consumers

in

Assam

live

in

small

towns

andruralcommunitiesGeneral

demographics:

livingsituationType

of

communityAccommodation

typeHome

ownership24%76%27%26%32%68%34%66%43%73%74%58%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

’’Whatis

yourcurrentliving

situation

(main

residence)?’’;Single

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=313

respondents

in

Assam,n=24201

respondents

inIndiaSources:Consumer

Insights

Global

as

of

March202421%

of

consumers

in

Assam

consider

themselves

part

of

the

LGBTQ+communityGeneral

demographics:

diversityMigrant

backgroundLGBTQ+

community75%25%77%77%81%19%23%23%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=313respondents

in

Assam,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Sources:CHAPTER

02Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

Sportsfollowed?

Innovation

adoptionBeing

successful

has

more

importance

to

consumers

in

Assam

than

to

theaverage

consumer

in

IndiaConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAssam59%53%44%43%42%41%34%33%30%29%26%24%24%23%23%18%17%15%12%

12%TobesuccessfulAn

honestandrespectablelifeAhappyrelationship

securitySafety

and

LearningHavinga

AdvancingMakingmy

owndecisionsSocialjusticeTraditionsnew

things

good

time

my

careerRegionCountry10

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202446%

of

consumers

in

Assam

are

interested

in

movies,

TV

shows

and

musicConsumer

lifestyle:

main

interestsTop10

interestsofconsumersinAssam50%50%49%47%47%46%46%46%44%44%

44%44%43%39%38%38%36%33%30%29%Movies,TVshows&musicHealth

&fitnessScience

&technologyTravelSportsRegionFood

&diningCareer

&education

economyFinance&Fashion&beautyFamily

&parentingCountry11

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Wheredo

you

currently

live?;Single

Pick;Base:

n=313

respondents

in

Assam,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Many

consumers

in

Assam

consider

traveling

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofconsumersinAssam55%51%43%42%39%37%36%36%35%33%33%33%32%30%29%28%28%27%26%23%TravelingReading

PhotographyVideogamingCooking/bakingTech

&computersWritingOutdooractivitiesCars/vehiclesDoingsportsandfitnessRegionCountry12

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024A

relatively

small

share

of

consumers

in

Assam

go

cyclingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofconsumersinAssam27%21%18%16%16%14%

14%Soccer12%11%11%11%10%10%10%9%8%8%8%8%

8%CricketBadmintonYoga

&pilatesCyclingRegionBasketballCountryFitness,aerobics&cardioAmericanfootball/flagRunning

Volleyball

&&joggingbeachvolleyballfootball13

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=110

respondents

in

Assam,

n=10449

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Assam

are

more

likely

to

follow

soccer

than

the

averageconsumer

in

IndiaConsumer

lifestyle:

sports

followedTop10

sports

followed

byconsumersinAssam39%

39%31%25%15%13%12%12%12%12%12%11%11%10%9%9%8%8%8%7%CricketSoccerTennisBoxingVolleyball

American

Basketball

Tabletennis

Motorsports

CyclingfootballRegionCountry14

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Where

do

youcurrently

live?;SinglePick;Base:

n=138

respondents

in

Assam,

n=10687

respondents

in

IndiaConsumer

Insights

Global

as

of

March202437%

of

consumers

in

Assam

are

laggards

or

in

the

late

majority

of

innovationadoptionConsumer

lifestyle:

innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAssam44%42%23%20%18%17%17%16%3%Innovators1%Early

adoptersEarly

majorityLatemajorityLaggardsRegionCountry15

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;

Base:

n=313

respondents

in

Assam,

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

future1652%

of

consumers

in

Assam

think

that

unemployment

is

an

issue

that

needs

tobe

addressedPerspective

andoutlook:

challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoconsumersinAssam54%52%45%

45%40%38%38%37%37%36%36%35%35%34%34%34%33%33%33%30%Unemploy-

EducationmentPovertyEconomicsituationHealth

Rising

pricesandsocial

/inflation/security

cost

of

livingCrimeEnviron-mentClimatechangeReligiousconflictsRegionCountry17

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=313

respondents

in

Assam,n=24201respondents

in

IndiaConsumer

Insights

Global

as

of

March202420%

of

consumers

in

Assam

have

moreleft

leaning

political

viewsPerspective

andoutlook:

politicsPolitical

attitudes

ofconsumersinAssamRegion20%20%46%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=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202444%

of

consumers

in

Assam

are

positive

about

the

economic

situation

of

IndiaPerspective

andoutlook:

view

on

economic

situation

ofIndiaPerceivedeconomic

situation

of

India

byconsumersinAssam1%Region35%44%17%3%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=313

respondents

in

Assam,n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202423%

of

consumers

in

Assam

are

neither

positive

nor

negative

about

theirpersonal

economic

situationPerspective

andoutlook:

view

on

personal

economic

situationPerceivedpersonal

economic

situation

of

consumersinAssam1%Region28%44%23%4%1%Country35%43%17%4%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative20

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Assam

are

more

prudent

about

spending

money

than

theaverage

consumer

in

IndiaPerspective

andoutlook:

economic

concernsAgreementwithstatements

regardingeconomic

concernsofconsumersinAssam51%44%40%34%27%22%19%19%12%9%Ihavebeen

trying

tospend

lessmoney

inthepast12

monthMy

cost

of

livinghasincreased

notablyIamworried

aboutviolence

andpublicunrestsinmyIamworried

aboutnotbeing

abletopaymy

billsIhavelost

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=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202438%

of

consumers

in

Assam

are

optimistic

about

their

personal

futurePerspective

andoutlook:

view

on

personal

futurePerceivedpersonal

future

ofconsumersinAssamRegion41%38%14%4%

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=313

respondents

in

Assam,

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

Assam

use

all

types

of

media

less

frequently

than

the

averageconsumer

in

IndiaMarketing

touchpoints:media

usageType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks79%76%70%68%63%63%55%55%51%49%45%43%42%37%35%33%32%30%27%27%23%16%TVDigitalvideocontentMovies

/cinemaDailynewspapersDigitalmusic

Onlinenewscontent

websitesRegion

CountryMagazinesPodcastsRadioOnlinemagazinesWeeklynewspapers24

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Wheredo

youcurrently

live?;Single

Pick;

Base:

n=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Assam

remember

seeing

ads

on

video

streaming

services

lessoften

than

the

average

consumer

in

IndiaMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereconsumershavecome

across

digitaladvertisinginthepast4weeks56%55%54%51%42%41%40%37%36%35%35%32%31%31%31%25%21%21%16%16%SocialmediaVideoportalsOnlinestoresSearchenginesWebsitesandapps

streamingVideoVideogamesMusicportalsOtherappsBlogs/forumsof

brandsRegionservicesCountry25

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March202481%

of

consumers

in

Assam

are

active

on

FacebookMarketing

touchpoints:social

networksTop10

social

networks

used

by

consumersinAssam84%84%82%81%80%78%44%43%40%39%33%26%20%21%18%18%14%13%8%8%YouTubeFacebook

InstagramTwitterLinkedInRegionPinterestCountryQuoraSnapchatMojReddit26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Wheredo

youcurrently

live?;Single

Pick;Base:

n=289

respondents

in

Assam,n=23003

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Assam

access

the

internet

via

a

desktop

PC

less

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinAssam

use

regularly

toaccesstheinternet95%

95%70%62%61%49%46%47%39%36%34%30%25%25%25%25%14%13%SmartphoneLaptopSmart

TVSmartwatch

Desktop

PCSmartspeakersCountryTabletStreamingdeviceGamingconsoleRegion27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;Where

do

youcurrently

live?;Single

Pick;Base:n=313

respondents

in

Assam,

n=24201

respondents

in

IndiaConsumer

Insights

Global

as

of

March2024Consumers

in

Assam

remember

seeing

ads

out-of-home

less

often

than

theaverage

consumer

in

IndiaMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumershavecome

across

non-digital

advertisinginthepast4weeks54%46%44%39%37%36%36%34%30%27%26%24%23%21%21%17%OnTVInprinteddailynewspapersDirectly

inthestoreAtthemovies/cinemaIn