Rural India’s online media use surges 28% since 2022: GroupM & Kantar Report

GroupM, WPP’s media investment group, in collaboration with Kantar,  the marketing data and analytics company, today unveiled the Rural Barometer  Report 2025 – depicting the evolving mindset of rural India. The report highlights how India’s rural consumers are recalibrating their choices amidst economic strain, while embracing digital  platforms at an unprecedented pace. 

Despite persistent inflationary pressures, rural India demonstrates remarkable resilience. A rising  sense of price sensitivity is shaping consumption, even as digital adoption cuts across age,  geography, and income levels. From tightened household budgets to increased trust in digital  media, the report reveals a rural consumer that is cautious yet connected – and increasingly future 

ready. 

Financial concerns continue to loom large, with 3 in 4 rural Indians expressing anxiety over their  financial stability. While younger and more affluent segments are curbing discretionary spends,  older and economically weaker groups show comparatively steadier patterns. At the same time,  optimism is beginning to return. Confidence in job security has bounced back after a temporary  dip, pointing to potential for a longer-term recovery. Government welfare initiatives – especially  the PM Garib Kalyan Yojana – remain pivotal, with free ration distribution being the most widely  utilized. 

Key Financial and Consumption Shifts: 

• Household expenses have continued to climb since 2022, driving a more cautious spending  outlook 

• Price sensitivity is now a key influencer in purchase decisions across product categories 

• Discretionary spends – notably on durables and vehicles – are on the decline 

• Borrowing patterns indicate rising demand for personal loans, reflecting shifting financial  priorities 

Additionally, 7 in 10 rural consumers now engage with online media, a  28% rise since 2022. Social media, video content, and instant messaging platforms are fast  becoming the norm, particularly among younger, affluent users. 

While traditional formats like TV and print still command trust and scale – especially among older  demographics – the balance is steadily tipping toward digital. OTT platforms, digital wallets, and  e-commerce are no longer an urban phenomenon. Digital adoption in rural India is accelerating,  with new leaders emerging across categories—from digital payments to OTT platforms. 

Media and Tech Adoption Trends: 

• Social media and messaging apps dominate daily engagement 

• Digital platforms resonate most with Gen Z and higher NCCS groups; traditional media still  holds sway with older audiences 

• OTT is gaining traction, with increased viewership in Tier 2 and rural belts

• E-commerce and digital payments are at the forefront of rural India’s digital ecosystem 

Ajay Mehta, managing director – OOH solutions, GroupM India, said “The Rural Barometer Report  is a strategic compass for brands navigating this dynamic landscape. As media habits evolve and  digital adoption deepens even in the heartlands, it’s clear that a dual-channel strategy—blending  the scale of traditional with the precision of digital—is essential. At GroupM, we see this as an  opportunity for marketers to go beyond surface-level reach and build meaningful, hyper-local  engagement. This report not only helps decode rural mindsets but also empowers businesses to  craft smarter, more inclusive growth strategies for Bharat’s next chapter.” 

Puneet Avasthi, director- specialist businesses, insights division, Kantar added, “As rural India  becomes more connected and conscious, brands must rethink how they engage with this  audience. The new rural consumer demands relevance, value, and authenticity. Marketers must  move beyond a one-size-fits-all approach to adopt hyper-local, digitally powered strategies,  while still leveraging the trust and familiarity of traditional media” 

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