CONSUMERS & BRANDS

Target audience: Cigarette

smokers in India

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered Design: Online Survey, split questionnaire design
’’Cigarettes’’ and/or "Roll-your-own tobacco" to the
Duration: approx. 15 minutes
multi-pick question ’’Which tobacco products do you
smoke/consume at least occasionally?’’. Language: official language(s) of each country with
American English offered as an alternative
The report offers the reader a comprehensive
overview of cigarette smokers in India: who they are; Region: 56 countries
what they like; what they think; and how to reach
Number of respondents:
them. It provides insights on their demographics, • 12,000+ for countries with the extended survey
lifestyle, opinions, and marketing touchpoints. (including India)
Additionally, the report allows the reader to • 2,000+ for the basic survey
benchmark cigarette smokers in India (’’target
Sample: Internet users, aged 18 – 64, quotas set on
audience’’) against the average Indian onliner, labelled gender and age
as ’’all respondents’’ in the charts.
Fieldwork:
The report is updated quarterly and is based on data • Continuous from January to December
from the Statista Consumer insights Global survey. • Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Cigarette smokers in India
Management summary: key insights
Demographic profile
Millennials make up a relatively large
segment of cigarette smokers.
67% of cigarette smokers are male.
Many cigarette smokers have a high
annual household income.
Cigarette smokers are more likely to live
in cities and urban areas than the
average consumer.
Sources: Statista Consumer Insights Global as of August 2023
Consumer lifestyle
An honest and respectable life has less
importance to cigarette smokers than to
the average consumer.
Sports is a relatively prevalent interest
of cigarette smokers.
Cigarette smokers are more likely to
have cars and vehicles as a hobby than
the average consumer.
Cigarette smokers are more likely to
follow American football than the
average consumer.
Consumer attitudes
38% of cigarette smokers state that they
manage recurrent orders directly via
smartphone or tablet.
35% of cigarette smokers are innovators
or early adopters of new products.
47% of cigarette smokers think that
unemployment is an issue that needs to
be addressed.
Cigarette smokers tend to have more
right leaning political views than the
average consumer.
Marketing touchpoints
Cigarette smokers relatively frequently
consume all types of media.
On social media, cigarette smokers
interact with companies more often
than the average onliner.
Cigarette smokers remember seeing
ads at the movies/cinema more often
than the average consumer.
Cigarette smokers remember seeing
ads in video games more often than the
average consumer.
CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• LGBTQ+
 Millennials make up a relatively large segment of cigarette smokers
Demographic profile: life stages

Age of consumers in India

Target audience 25% 60% 15% 0%

All respondents 41% 46% 13% 0%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 67% of cigarette smokers are male
Demographic profile: gender

Gender of consumers in India

Target audience 67% 34%

All respondents 60% 40%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of cigarette smokers have a college degree
Demographic profile: education

Consumer’s level of education in India

45%
41%
36% 35%

10%
7% 5%
4% 4%
2% 2% 2% 3% 3%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Many cigarette smokers have a high annual household income
Demographic profile: income

Share of consumers in India in the high, middle, and low thirds of monthly household gross income

Target audience 45% 31% 24%

All respondents 34% 35% 32%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which tobacco products do you smoke/consume at least
occasionally?; Multi Pick; Base: n=1313 cigarette smokers, n=21480 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of cigarette smokers live in a multi-generational family
Demographic profile: household classification

Type of households in which consumers in India live​

36%
35%

25%
22% 23%

18%

8%
7% 7%
5% 5% 5%
3%
1%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434
cigarette smokers, n=24192 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Cigarette smokers are more likely to live in cities and urban areas than the
average consumer
Demographic profile: type of community

Communities where consumers live in India

36%

29%
28%
27%

15%
13%
11% 11%
10%
8% 8%

4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 24% of cigarette smokers consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in India

Target audience 24% 70% 6%

All respondents 18% 71% 11%

Yes No Would rather not say

11 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed
 An honest and respectable life has less importance to cigarette smokers than to
the average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in India

54% 53%

41% 42%
39%
36%
31% 32% 29% 30% 29% 27%
26% 24% 25%
23%
18%
15%
13% 12%

To be A happy An honest Safety and Learning Advancing Making Having a Social Traditions
successful relationship and security new things my career my own good time justice
respectable decisions
life
Target audience All respondents

13 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette
smokers, n=24192 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Sports is a relatively prevalent interest of cigarette smokers
Consumer lifestyle: main interests

Top 10 interests of cigarette smokers in India

50% 48% 47% 48% 48% 46% 47% 46% 45% 45% 45%
43% 43% 43% 42% 41%
38% 38%
36%
31%

Sports Science & Movies, Health & Food & Travel Career & Finance & Fashion History
technology TV shows fitness dining education economy & beauty
& music

Target audience All respondents

14 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Cigarette smokers are more likely to have cars and vehicles as a hobby than the
average consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of cigarette smokers in India

51%
48%
45%
42% 42% 41% 41% 41%
40%
35% 35% 37% 36% 37%
33% 34% 34%
29% 29% 29%

Traveling Tech & Video Reading Outdoor Photography Cars / Cooking Doing Meditation
computers gaming activities vehicles / baking sports & wellness
and fitness

Target audience All respondents

15 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively large share of cigarette smokers play basketball
Consumer lifestyle: sports activities

Top 10 sports activities of cigarette smokers in India

33%

26%
23%
21%
20% 19%
18% 17% 17%
16%
15% 15%
13% 14% 14%
12% 11% 11%
9%
8%

Cricket Badminton Cycling Basketball Soccer Dancing American Baseball Yoga & Running
football & softball pilates & jogging
/ flag
Target audience All respondents
football

16 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=717 cigarette smokers, n=10403 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Cigarette smokers are more likely to follow American football than the average
consumer
Consumer lifestyle: sports followed

Top 10 sports followed by cigarette smokers in India

41%
37%

27%

22% 22%
20%
18% 17%
14% 15% 14% 14% 13%
13%
11% 11% 10%
9% 8%
7%

Cricket Soccer Basketball American Tennis Boxing Volleyball Baseball Cycling Table tennis
football

Target audience All respondents

17 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=714 cigarette smokers, n=10294 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Innovation adoption

• Challenges facing the country

• Politics

18
 38% of cigarette smokers state that they manage recurrent orders directly via
smartphone or tablet
Consumer attitudes

Agreement with statements in India

72%
69%

53% 54%
49%
46%
40% 38%
35%
30%

When shopping, I look Customer reviews on the I avoid artificial flavors I always shop at I usually manage
out for special offers internet are very helpful and preservatives the same stores habitual / recurrent
orders directly via my
smartphone or tablet

Target audience All respondents

19 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=4038 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 35% of cigarette smokers are innovators or early adopters of new products
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in India

42%

37%

31%

23%

17% 18%
15%
11%

4%
3%

Innovators Early adopters Early majority Late majority Laggards

Target audience All respondents

20 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 47% of cigarette smokers think that unemployment is an issue that needs to be
addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing India according to cigarette smokers

52%
47% 46% 45%
40%
38% 37% 37% 37% 36%
36% 36% 36% 35% 35%
33% 34% 34%
32% 33%

Unemploy- Education Health Environ- Poverty Climate Economic Religious Crime Rising prices
ment and social ment change situation conflicts / inflation /
security cost of living

Target audience All respondents

21 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base:
n=1434 cigarette smokers, n=24192 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Cigarette smokers tend to have more right leaning political views than the
average consumer
Consumer attitudes: politics

Political attitudes of consumers in India

Target audience 15% 17% 62% 6%

All respondents 19% 20% 51% 10%

Left Center Right Prefer not to answer

22 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which tobacco products do you
smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 Cigarette smokers relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in India have been using in the past 4 weeks
84%
80% 79%
77%
74% 72%
67%
63% 62%
60% 58%
56%
51% 53%
47%
43% 44%
39% 37%
32% 34%
28%

Digital video TV Daily Movies / Digital music Magazines Online news Podcasts Online Radio Weekly
content newspapers cinema content websites magazines newspapers
Target audience All respondents

24 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=732 cigarette smokers, n=12093 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 Cigarette smokers remember seeing ads in video games more often than the
average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where cigarette smokers in India have come across digital advertising in the past 4 weeks

57% 56%
53% 52%
49% 48%
46% 45%
42% 43%
41% 40% 39% 38%
36% 35%
34% 34%
31%
25%

Social Video Video Search Online Video Websites Music Other apps Editorial
media portals streaming engines stores games and apps portals websites
services of brands and apps
Target audience All respondents

25 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n= 24192 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Cigarette smokers access the internet via a smart speaker more often than the
average onliner
Marketing touchpoints: internet usage by device

Devices consumers in India use regularly to access the internet

96% 95%

80%
71% 73%

61% 63% 62%

56% 53%
48% 49%
40% 43%
36% 38%
27% 25%

Smartphone Laptop Smart TV Smartwatch Desktop PC Tablet Smart Gaming Streaming

speakers console device

Target audience All respondents

26 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 On social media, cigarette smokers interact with companies more often than the
average onliner
Marketing touchpoints: social media usage

Social media activities in India by type​

59%
57% 56% 55% 54% 54% 53%
51% 50% 51%
49% 48%
43% 45% 43%
39% 39% 40%
37%
30%

6%
4%
0% 2%
Followed Commented Posted Sent private Liked posts Liked Followed Posted texts Shared Shared Passive social No social
people on posts pictures messages by other company companies / status posts by company media usage media usage
/ videos users posts updates other users posts

Target audience All respondents

27 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Cigarette smokers remember seeing ads at the movies/cinema more often than
the average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in India have come across non-digital advertising in the past 4 weeks

57%
54%
51%
47% 46%
43% 45%
39% 40%
39%
36% 36%
31% 30%
28%

21%

On TV In printed Directly in At the movies On advertising In printed By mailshot / On the

daily the store /cinema spaces magazines advertising radio
newspapers on the go and journals mail
Target audience All respondents

28 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which tobacco products do you smoke/consume at least occasionally?; Multi Pick; Base: n=1434 cigarette smokers, n=24192 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Senior Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Munich and Public and Nonprofit Studies (M.Sc.) at the University of Hamburg.
at the Hamburg Center for Health Economics and Mercedes-Benz USA. During his studies, he interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting surveys Stefan's current role in the Consumer Insights team at Statista focuses on process
and reports, automation process design, and is a trusted advisor to clients and design and report automation, specifically QA processes. Stefan’s expertise also
stakeholders for the product. includes Python and developing the teams AI offer.

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