ICICI Lombard's social media survey reveals startling stats

The survey conducted by KRDS India and ICICI Lombard through channels like Facebook and Twitter looked into the various patterns of tobacco consumption and how social and psychological factors influence tobacco consumers’ lifestyle. The national survey covered all four regions through Mumbai, Kolkata, Ahmedabad, Lucknow, and Hyderabad, with a sample size of 1,111 respondents.

Sanjay Datta, Chief  Underwriting & Claims, ICICI Lombard GIC Ltd. said, "The ICICI Lombard survey reveals interesting insights but most significantly it underscores the fact that the fight against smoking is far from over. One of the most alarming findings of the survey was that only 10% of the respondents felt the need to buy a health insurance policy as a measure to combat the problem. It thereby emphasizes that as insurers and as a society, we are yet a long way away from spreading full awareness about the ill-effects of smoking.”

Survey statics stated that majority of smokers in India had never tried to quit the habit. Over 70 per cent started tobacco consumption with cigarettes and the average weekly spend is Rs. 380. When asked about the ill-effects of consuming tobacco, over 80 per cent respondents stated that they are aware of the fact that smoking/chewing tobacco causes lung/mouth/throat cancer. Respondents in all centers except in Mumbai identified strong addiction to tobacco as the primary hindrance in quitting smoking/chewing tobacco.

The survey also revealed 62 per cent increased smoking consumption since they feel it is a good stress reliever, 54 per cent smoke more due to work pressure and 42 per cent because of problems in personal life.

The study also helped the brand understand that only 45 per cent of respondents have a health insurance cover.

Achal Deoda Business Head North and West, KRDS India quoted, “Social media platforms and digital mediums are increasingly becoming go to platforms to understand the lifestyle choices consumers make. The ability to focus on several demographic communities not only helps the brands to conduct primary researches on niche topics but also further understand their digital content consumption patterns and lifestyle choices at large. Increased focus on such activities will definitely have a positive business impact.”