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CONSUMERS&BRANDSTarget
audience:
consumers
inMaharashtra
(India)Consumer
Insights
ReportMarch2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology
(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
liveinMaharashtra
andcompares
themto
theaverageconsumer
inIndia.Duration:
approx.
15
minutesLanguage:official
language(s)
ofeach
country
withThereport
offers
the
reader
acomprehensiveoverview
ofconsumers
inMaharashtra
(India):whotheyare;
what
theylike;
whattheythink;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
consumers
inMaharashtra
(’’region’’)againstthe
average
Indian
consumer,
labelledas’’country’’
inthe
charts.American
Englishoffered
asanalternativeRegion:
56countriesNumberofrespondents:?
12,000+
forcountries
with
theextended
survey(including
India)?
2,000+
forthebasicsurveySample:
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
Maharashtra
(India)Management
summary:
key
insightsGeneral
demographicsConsumerlifestylePerspective
andoutlookMarketing
touchpointsMillennials
makeuparelatively
largesegment
of
consumers
inMaharashtra.Havingagood
timeisarelativelyimportant
aspect
oflifetoconsumers
inMaharashtra.49%
ofconsumers
in
Maharashtrathink
Consumers
inMaharashtratend
tothatunemployment
isanissuethatneeds
to
beaddressed.listen
to
podcastsmore
often
than
theaverage
consumer
inIndia.Many
consumers
inMaharashtra
haveahighhousehold
income.Financeand
economy
arerelativelyprevalent
interests
of
consumers
inMaharashtra.54%
ofconsumers
inMaharashtra
havemore
rightleaning
politicalviews.Thesocial
network
ismorepopularinMaharashtrathan
inotherregions
of
India.Many
consumers
inMaharashtra
liveinthecity
and
inurbanareas.46%
ofconsumers
inMaharashtra
arevery
positive
aboutthe
economicsituationof
India.Consumers
in
Maharashtra
are
morelikely
to
havetech
and
computers
asahobbythan
theaverage
consumer
inIndia.Consumers
inMaharashtrarememberseeing
adsout-of-home
more
oftenthan
theaverage
consumer
inIndia.25%
ofconsumers
in
Maharashtrahaveamigrant
background.54%
ofconsumers
inMaharashtra
arevery
optimisticabouttheirpersonalfuture.Consumers
inMaharashtrarememberseeing
adson
videostreaming
servicesmore
often
than
theaverage
consumerinIndia.Consumers
inMaharashtra
followsimilar
sportsleagues
and
competitionsastheaverage
consumer
inIndia.3Sources:Consumer
Insights
Global
as
of
March2024CHAPTER
01General
demographics?
Ageand
household
composition?
Employment
andincome?
Livingsituation?
Diversity4Millennials
make
up
a
relatively
large
segment
of
consumers
in
MaharashtraGeneral
demographics:
age&household
compositionGenerations0%HouseholdtypeSingle0%14%4%5%14%7%9%CoupleSingleparentNuclear
family44%4%5%54%24%18%Multi-generationalfamily27%24%42%31%31%Related
adultsOther37%2%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=3614
respondentsin
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:Many
consumers
in
Maharashtra
have
a
high
household
incomeGeneral
demographics:
employment
and
incomeWork
forceJobsector
ofwork
forceNational
householdincome
brackets16%22%79%33%45%87%89%33%84%29%33%26%13%11%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=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:A
relatively
large
share
of
consumers
in
Maharashtra
live
in
an
appartmentrather
than
a
houseGeneral
demographics:
livingsituationType
of
communityAccommodation
typeHome
ownership20%21%24%76%32%68%34%66%52%80%79%48%RegionUrbanCountryRuralRegionHouseCountryRegionOwnedCountryRentedApartment7Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
’’Whatis
yourcurrentliving
situation
(main
residence)?’’;Single
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=3614
respondents
in
Maharashtra,n=24201respondents
in
IndiaSources:Consumer
Insights
Global
as
of
March202425%
of
consumers
in
Maharashtra
have
a
migrant
backgroundGeneral
demographics:
diversityMigrant
backgroundLGBTQ+
community75%75%82%81%19%25%25%18%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=3614respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Sources:CHAPTER
02Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
Sportsfollowed?
Innovation
adoptionHaving
a
good
time
is
a
relatively
important
aspect
of
life
to
consumers
inMaharashtraConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinMaharashtra53%53%42%43%41%40%33%
33%31%30%27%26%26%24%23%23%15%
15%12%
12%TobeAhappyAn
honest
Safety
and
Learning
Advancing
HavingaMakingmy
owndecisionsSocialjusticeTraditionssuccessful
relationshipandrespectablelifesecuritynew
things
my
career
good
timeRegionCountry10
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=3614
respondents
in
Maharashtra,n=24201
respondentsin
IndiaConsumer
Insights
Global
as
of
March2024Finance
and
economy
are
relatively
prevalent
interests
of
consumers
inMaharashtraConsumer
lifestyle:
main
interestsTop10
interestsofconsumersinMaharashtra52%52%50%50%50%49%49%47%47%
47%46%45%
44%44%43%41%39%38%36%35%Science
&technologyHealth
&fitnessMovies,TVshows&musicTravelFood
&diningSportsCareer
&education
economyFinance&Fashion&beautyFamily
&parentingRegionCountry11
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Wheredo
you
currently
live?;Single
Pick;Base:
n=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Maharashtra
are
more
likely
to
have
tech
and
computers
as
ahobby
than
the
average
consumer
in
IndiaConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofconsumersinMaharashtra51%51%47%43%42%42%39%38%38%36%36%36%35%33%33%31%30%30%29%29%TravelingTech
&computersReadingVideogamingCooking/bakingOutdoor
Photography
Cars/Meditation&wellnessDoingsportsactivitiesvehiclesandfitnessRegionCountry12
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202430%
of
consumers
in
Maharashtra
regularly
play
cricketConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofconsumersinMaharashtra30%27%19%18%17%16%15%14%14%13%13%12%12%11%11%
11%11%
11%11%10%CricketBadmintonCyclingSoccerDancingRegionYoga
&pilatesFitness,aerobics&cardioBasketball
Running&joggingSwimming&divingCountry13
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=1623
respondents
in
Maharashtra,n=10449
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Maharashtra
follow
similar
sports
leagues
and
competitions
asthe
average
consumer
in
IndiaConsumer
lifestyle:
sports
followedTop10
sports
followed
byconsumersinMaharashtra40%39%25%
25%16%15%14%13%12%11%11%10%
10%10%10%10%10%9%9%8%CricketSoccerTennisBasketball
AmericanfootballBoxingVolleyball
Tabletennis
Motorsports
CyclingRegionCountry14
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Where
do
youcurrently
live?;SinglePick;Base:
n=1645
respondents
in
Maharashtra,n=10687
respondents
in
IndiaConsumer
Insights
Global
as
of
March202428%
of
consumers
in
Maharashtra
are
innovators
or
early
adopters
of
newproductsConsumer
lifestyle:
innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinMaharashtra42%40%26%23%18%17%16%14%3%3%InnovatorsEarly
adoptersEarly
majorityRegion
CountryLatemajorityLaggards15
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;
Base:
n=3614
respondents
in
Maharashtra,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
future1649%
of
consumers
in
Maharashtra
think
that
unemployment
is
an
issue
thatneeds
to
be
addressedPerspective
andoutlook:
challenges
facingthecountryThe
10
most
important
issuesfacing
IndiaaccordingtoconsumersinMaharashtra54%49%45%45%40%39%39%38%37%
37%36%35%
36%35%34%34%33%
33%33%
33%Unemploy-
EducationmentPovertyEnviron-mentHealthandsocialsecurityClimatechangeCrimeReligious
Rising
prices
Economicconflicts
/inflation/
situationcost
of
livingRegionCountry17
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=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202454%
of
consumers
in
Maharashtra
have
more
right
leaning
political
viewsPerspective
andoutlook:
politicsPolitical
attitudes
ofconsumersinMaharashtraRegion16%22%54%9%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=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202446%
of
consumers
in
Maharashtra
are
very
positive
about
the
economicsituation
of
IndiaPerspective
andoutlook:
view
on
economic
situation
ofIndiaPerceivedeconomic
situation
of
India
byconsumersinMaharashtra1%Region46%38%12%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=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Maharashtra
are
more
positive
about
their
personal
economicsituation
than
the
average
consumer
in
IndiaPerspective
andoutlook:
view
on
personal
economic
situationPerceivedpersonal
economic
situation
of
consumersinMaharashtra1%Region41%41%14%3%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=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March202413%
of
consumers
in
Maharashtra
lost
their
jobs
in
the
past
yearPerspective
andoutlook:
economic
concernsAgreementwithstatements
regardingeconomic
concernsofconsumersinMaharashtra44%42%40%40%28%27%19%18%13%12%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=3614
respondents
in
Maharashtra,n=24201
respondentsin
IndiaConsumer
Insights
Global
as
of
March202454%
of
consumers
in
Maharashtra
are
very
optimistic
about
their
personalfuturePerspective
andoutlook:
view
on
personal
futurePerceivedpersonal
future
ofconsumersinMaharashtra2%2%Region54%33%9%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=3614
respondents
in
Maharashtra,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
Maharashtra
tend
to
listen
to
podcasts
more
often
than
theaverage
consumer
in
IndiaMarketing
touchpoints:media
usageType
of
mediaconsumersinIndiahavebeen
using
inthepast4weeks81%79%79%76%65%63%63%
63%59%55%55%51%45%43%43%37%35%35%33%32%30%27%TVDigitalvideocontentMovies
/cinemaDailynewspapersDigitalmusic
Onlinenewscontent
websitesRegion
CountryMagazinesPodcastsOnlinemagazinesRadioWeeklynewspapers24
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Wheredo
youcurrently
live?;Single
Pick;
Base:
n=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Maharashtra
remember
seeing
ads
on
video
streaming
servicesmore
often
than
the
average
consumer
in
IndiaMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereconsumershavecome
across
digitaladvertisinginthepast4weeks56%56%
55%54%47%45%43%42%41%40%38%38%36%35%34%31%27%24%24%21%VideoportalsSocialmediaVideostreamingservicesSearchenginesOnlinestoresWebsitesandappsof
brandsVideogamesMusicportalsEditorial
OtherappswebsitesandappsRegionCountry25
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024The
social
network
is
more
popular
in
Maharashtra
than
in
otherregions
of
IndiaMarketing
touchpoints:social
networksTop10
social
networks
used
by
consumersinMaharashtra86%84%84%
84%81%80%52%48%45%44%43%40%30%26%22%21%19%18%17%14%Instagram
YouTubeFacebookLinkedInTwitterRegionSnapchatCountryPinterestQuoraSharechatReddit26
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Wheredo
youcurrently
live?;Single
Pick;Base:
n=3474
respondents
in
Maharashtra,n=23003
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Maharashtra
access
the
internet
via
a
smart
speaker
more
oftenthan
the
average
consumer
in
IndiaMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinMaharashtra
use
regularly
toaccesstheinternet96%95%79%70%70%61%59%55%49%47%47%46%39%36%35%34%25%25%SmartphoneLaptopSmart
TVSmartwatch
Desktop
PCTabletSmartspeakersGamingconsoleStreamingdeviceRegionCountry27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;Where
do
youcurrently
live?;Single
Pick;Base:n=3614
respondents
in
Maharashtra,n=24201
respondents
in
IndiaConsumer
Insights
Global
as
of
March2024Consumers
in
Maharashtra
remember
seeing
ads
out-of-home
more
often
thanthe
average
consumer
in
IndiaMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumershavecome
across
non-digital
advertisinginthepast4weeks54%
54%44%44%42%41%39%39%37%36%32%31%30%27%22%21%OnTVInprinteddaily
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