New Delhi : Inshorts-Ipsos Diwali Poll shows that unlike the norm and the trend, Indians will not go ballistic with spends this Diwali and will be discretionary: 33% of those polled, plan to have a budget and will spend in moderation; 20 per cent will curtail spends and plan to hold back from spending completely, unless necessary; 32% are undecided; and only 15% will loosen their purse strings and have a no-holds-barred spending, this Diwali.
Notably, things are not as bad as they seem. 52% Indians say they will shop to snag great deals – for festival offers and discounts; 23% will splurge in keeping with the festive spirit; 7% will be on the look-out for new brand launches; 6% will buy for gifting; 12% on the other hand said that they were in the undecided frame of mind.
Azhar Iqubal, Co-Founder and CEO, Inshorts said, “Inshorts conducted this survey in partnership with Ipsos to map the mood of the masses around Deepawali. This survey was highly rigorous as over 1 lac Inshorts users participated in the survey and was complementary in drawing up strengths of Inshorts and Ipsos to provide a robust output.”
Krishnendu Dutta, Lead Delhi & Chennai Cluster, Ipsos India said, “Inshorts has a premium user base and the platform per se perfectly captures the views of a large, educated and connected audience.”
So, will it be a noiseless Diwali this time for the upmarket elite?
Interestingly, 59% respondents said that they (individuals or their family) would not be bursting fire crackers this Diwali; 23% would be going all out in bursting crackers; 12% would be opting for green crackers and 6% said that they were undecided.
The survey further shows that majority of respondents polled (68%) support the Supreme Court’s decision, 26% declined and 6% were undecided.
“Clearly, two key themes seem to be emerging in the survey: cautiousness about spending and opportunistically looking forward to schemes and offers; and holding back on firecrackers with unanimous support for SC’s decision, on the same,” said Krishnendu Dutta, Delhi & Chennai Cluster Lead, Ipsos India.
Net-net – a somewhat subdued Diwali, both from a spend and sound perspective,” added Dutta.
“The undecided, are the ones sitting on the fence and will need a nudge with great offers, to shop,” commented Iqubal.
Methodology
The questionnaire was designed jointly by Ipsos and Inshorts teams. The poll was administered to Inshorts app users on October 27th & 28th and in all, 1,13,469 users took the survey. Respondents polled were aged, 18-24 years (38%), 25-35 years (40%) and above 35 years (12%). Male: female ratio was 4:1 and the audience largely belonged to SEC A households. Interestingly, 90 per cent of those who took the survey, were Android platform users and 10 per cent were iOS platform users. Inshorts user base that participated in the survey belonged to these top 10 cities of India: New Delhi (16%); Bengaluru (12%); Mumbai (12%), Pune (8%), Hyderabad (6%), Chennai (5%), Kolkata (5%), Lucknow (2%), Chandigarh (2%) and Ahmedabad (2%).
