Consumer insights

Citizens of north zone (86%), tier1 (85%) and east zone (83%) give Mr. Modi a distinction in performance as PM

An Ipsos global advisor 32 country study

Ipsos IndiaBus is a monthly, pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, tier 1, tier 2 and tier 3 towns, providing a more robust and representative view of urban Indians.

These findings are based on data from a monthly 29-country survey conducted by Ipsos on its Global Advisor online survey platform and, in India, on its IndiaBus platform. They are first reported each month by LSEG as the Primary Consumer Sentiment Index (PCSI).

The results are based on interviews with over 21,200 adults aged 18+ in India, 18-74 in Canada, Israel, Malaysia, South Africa, Türkiye, and the United States, 20-74 in Thailand, 21-74 in Indonesia and Singapore, and 16-74 in all other countries. The sample in India consists of approximately 2,200 individuals of whom 1,800 were interviewed face-to-face and 400 were interviewed online.

The survey also captured happiness across a host of parameters and interestingly for most of the parameters, citizens reported an increase in happiness over the previous month.

87% in tier1 happy; 84% in north & west zone; only 55% in south zone happy
Happiness has surged in 2024 versus 2023

Ipsos teams feted at the MRSI organized The Golden Key Awards 2023 (GKA)

65% urban Indians polled believe artificial intelligence will lead to many new jobs being created in the country;

66% Indians believe people in the country will become more tolerant of each other.

56% respondents advocate sharing of equal cost between bride and groom to fund weddings; 1 in 2 believe wedding cost should not put undue pressure