Rural India is experiencing a digital revolution, with online media usage growing by 28% since 2022, according to the Rural Barometer Report 2025 by GroupM and Kantar. The report reveals a rapidly evolving rural consumer mindset shaped by financial caution and rising digital engagement.
Despite economic pressures and inflation, rural consumers are embracing digital platforms across age groups and income levels. Seven in ten rural Indians now engage with online media, including social media, video streaming, and instant messaging apps, especially among Gen Z and affluent segments.
While TV and print remain trusted, the shift toward OTT platforms, digital wallets, and e-commerce is unmistakable. This trend reflects a growing comfort with digital technologies beyond urban centers.
Key insights from the report include:
- Household expenses continue to rise, driving price-sensitive consumption.
- Discretionary spending on items like durables and vehicles is declining.
- Personal loan uptake is increasing, signaling changing financial priorities.
- Government schemes like the PM Garib Kalyan Yojana are crucial for household support.
Although 3 in 4 rural consumers express financial anxiety, confidence in job security is rebounding, pointing to long-term optimism.
Ajay Mehta of GroupM India emphasized the need for brands to implement dual-channel strategies, combining digital precision with traditional media’s reach. Kantar’s Puneet Avasthi echoed this, urging marketers to adopt hyper-local, authentic approaches for engaging the digitally connected rural audience.
This report is a roadmap for businesses aiming to unlock the potential of India’s rural digital economy.
