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While these traditional channels retain their credibility, the report highlights that social media and influencers are generally perceived as less trustworthy-especially by older and affluent audiences. At the same time, digital media has gained popularity among younger and higher-income rural consumers.
The study found a decline in the usage of platforms like YouTube, WhatsApp and Facebook among rural mobile phone users. However, the adoption of these platforms remains high in the 18-24 age group and those in the NCCS A segment, while significantly lower engagement was observed among the older and lower-income groups.
“As far as credibility is concerned, traditional media benefits from the many years it has been around and the relationship it has built with consumers over time. That kind of trust cannot be replicated overnight, and it’s clearly reflected in the numbers,” said Ajay Mehta, managing director-OOH Solutions, GroupM India, while also highlighting the remarkable pace of digital adoption among rural consumers.
Puneet Avasthi, director-specialist businesses, Insights Division, Kantar India, said financially stressed rural consumers are increasingly cutting back on discretionary spending as household costs rise, amid ongoing concerns over persistent inflation and escalating prices.
“What we’ve observed is that the growth in expenditure has significantly outpaced the growth in income. On average, for every additional rupee earned by rural India, expenses have increased by approximately ₹1.50,” he said.
