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Ipsos survey discovers the Vices Indians find most acceptable

Ipsos Global Study on Vices shows that Indians are quite clear about what products and services, according to them, fall under the purview of Vices and their views are quite fixed about that. Some products and habits for instance they feel should not be accessible to anyone (overriding view) – Tobacco/ cigarettes (44%), Marijuana (42%), e-cigarettes/ Vaping (42%), Violent Video Games (40%) Online Betting/ gambling (39%) or available to adults. While some products should be accessible only to adults – Wine, beer, liquor and online dating services, there are some products which have universal acceptance – among children and older age-groups – Chocolates, packaged salty snacks and sugary soft drinks.

“Vices are largely defined by social taboo and the survey validates, what is socially acceptable and what is not.  And the rules of the game are not likely to change,” says Parijat Chakraborty, Service Line Leader, Ipsos Public Affairs, Corporate Reputation & Customer Experience.

Vices – who should be accessing what? Verdict of Urban Indians




Anyone including children

Anyone aged 13 or older

Anyone aged 18 or older

Anyone aged 21 or older

Only people who have been delivered permit/ permission

No one what so ever

Not sure

Wine

3%

3%

16%

36%

13%

18%

11%

Beer

2%

4%

21%

35%

11%

18%

9%

Liquor

2%

3%

14%

34%

13%

24%

10%

Access to violent video games

3%

6%

12%

16%

9%

40%

13%

Access to chocolate

60%

12%

8%

9%

6%

2%

3%

Access to social media

9%

19%

31%

23%

8%

5%

4%

Access to packaged salty snacks

34%

20%

10%

13%

7%

9%

7%

Access to sugary soft drinks

21%

19%

14%

14%

10%

14%

9%

Access to casino gambling

2%

2%

8%

22%

17%

35%

14%

Access to online dating services

3%

4%

18%

35%

9%

20%

11%

Access to pornography

3%

4%

15%

23%

8%

34%

13%

Access to Cannabis/ Marijuana

3%

3%

6%

15%

10%

42%                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               

20%

Access to tobacco, cigarettes & cigars

2%

3%

9%

20%

9%

44%

13%

Access to e-cigarettes/ Vaping

2%

2%

7%

18%

12%

42%

16%

Access to Online Betting & Gambling

2%

2%

8%

21%

13%

39%

14%


The survey further delved into the psyche of Urban Indians to understand which of these ‘so-called’ Vices are morally acceptable in moderation.

Clearly, it is a mixed bag – some vices are largely acceptable, some unacceptable and some have divided views. 75% Indians say chocolates are morally acceptable in moderation, 68% endorse Social Media in moderation, 62% OK with consumption of Packaged Salty Snacks in moderation, 57% urban Indians approve of intake of Sugary Soft Drinks in moderation. What is unacceptable?  Tobacco/ cigarettes & cigars (62%), Marijuana/ Cannabis (62%), Casino gambling (59%), Online betting & gambling (59%), e-Cigarettes/ vaping (57%) and Pornography (54%). Views were divided for consumption of Beer, Wine, liquor and Online dating services.   

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