Magazine readers are the most discerning & influential: Kantar study

Magazine readers in India are far more aware, well off and brand conscious than any other media, including digital. This is revealed by the New Indian Consumer Survey 2021 published by Kantar, the leading data global analytics and brand consulting company. The analysis is of special significance as the fieldwork was carried post the pandemic impact, during August to October 2021.

The NICS 2021 is a special edition study in place of TGI and covers a battery of 200 attitudinal statements. Affinity Scores are attitudinal endorsement scores for certain cohorts indexed to All India Urban universe. The special study, based on 25 select statements from this concludes that magazine readers are also the most likely to be influencers and innovators than any other medium, including digital, based on the Affinity Scores. 

Among the statements where magazines show the highest affinity are: ‘People come to me for advice before buying new things’, ‘Shopping online makes my life easier and I do some form of sport or exercise at least once a week’.

Speaking on the new survey finding, B Srinivasan (Ananda Vikatan), President of the Association of Indian Magazines, remarked, “The survey confirms what we have been always asserting, that magazines by their very nature, attract a very premium readership and one that places great trust in this medium. It is, therefore, not surprising that the engagement levels of magazines are far higher than that of other media entities.”

He further added, “Our readers are more discerning than that of various other media domains. NICS 2021 is a stellar offering from Kantar and effectively studies all-important attitudinal trends.”

The findings are part of a campaign to be released by Dastaan Hub, the brand solutions studio of the Association of Indian Magazines. 

Shripad Kulkarni, veteran media agency professional and Advisor, Dastaan Hub studio, said, “Attitude statements are a treasure of insights that can be used for sharp targeting. We have seen over various TGI survey rounds that magazine readers are clearly more upmarket and brand conscious influencers.”

Rajiv Dubey, Head of Media, Dabur India, commented, “Magazine readers by definition are the more discerning and aware audiences who are looking at stories in depth, whether it is socio-political topics or special interest topics. It is heartening to know that research confirms that post pandemic, too, the profile remains so. Hopefully, on the back of this strength, circulation too will soon get back to pre-pandemic levels.”

The NICS 2021 is a pan-India study with 20,000 respondents from NCCS ABC, 18-55 years. Apart from media habits, the study measures the changes in the consumer’s mindset and attitudes, category and brand consumption and lifestyle.