Awareness sources and media

% citing each awareness source and media channel

Where the focused group says it hears about MF/ETF — shown as channel context, not as what caused anyone to invest.

What sources and media does the focused group report for awareness of MF/ETF?MF+ETF combined scope
266 of 553 people answered.

Sources

Friends, Family, and Colleagues154 (57.9%)
Financial Influencers on social media (YouTube, Instagram, Facebook, LinkedIn, Twitter)144 (54.1%)
Online Investment Communities (Telegram groups, WhatsApp groups, Reddit, Facebook groups)79 (29.7%)
Financial Professionals - Financial advisors/planners, bank representatives70 (26.3%)
Advertisements on investment products70 (26.3%)
Investor Education Programmes run by prominent institutions/industry associations (SEBI, NISM, Exchanges, Depositories, AMFI/Mutual fund sahi hai etc)65 (24.4%)
Market or company analysis reports (Brokerage firm reports, industry whitepapers, company financial reports)59 (22.2%)
Financial News & Blogs50 (18.8%)
Educational Resources (Investment webinars, courses, books, podcasts, financial literacy workshops)44 (16.5%)
Investor Education Programmes run by different investment companies (broking houses etc.)36 (13.5%)
None of the above9 (3.4%)
Others (please specify)2 (0.8%)

Media

Social media (YouTube videos, Instagram reels, Twitter/X posts)153 (57.5%)
Television112 (42.1%)
Messaging apps (WhatsApp, telegram, etc.)68 (25.6%)
Online Search Engines58 (21.8%)
Online Newspapers/Magazines/Publications57 (21.4%)
Physical Newspapers/Magazines/Publications56 (21.1%)
Other online media50 (18.8%)
Websites/Apps of regulators (like AMFI, SEBI , etc.)39 (14.7%)
Phone calls / SMS36 (13.5%)
In person Consultations / Meetings33 (12.4%)
Fin-Tech Apps & Investment Platforms32 (12.0%)
Seminars, Webinars, and Workshops24 (9.0%)
Radio13 (4.9%)
Others (please specify)3 (1.1%)

Shows which channels are already reaching this group — not whether that source caused them to invest.

Findings

  • Friends, family, and social-media influencers are the two leading awareness sources — formal/professional channels lag far behind.

    Informal, social channels reach this group far more than professional or institutional ones — relevant to where educational content might be placed.

  • Among media (as opposed to sources), social media and television lead by a wide margin — print and radio lag far behind.

    This is a separate question from "sources" above (who/what told them) — for the medium itself, social platforms and TV dominate over print, radio, or regulator websites.