How Indian shoppers find, purchase products during festive seasons
About 66% of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging, a new report has said. It added that 66% of these shoppers agree that creators influence their purchase decisions.
A study by YouGov commissioned by Meta shared insights for this festive season. These insights suggested how personalised content through ads on social channels plays an important role in shopping, how shoppers seek online content in their local language and how engagement with online video is happening increasingly through company platforms – Facebook and Instagram.
The study, during which 1,523 adults were surveyed in India between October 23 and November 9 2022, gives an understanding on how consumers are discovering products and services, shopping, and celebrating festivals like Diwali and beyond.
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“The festive season is always a time when businesses are gearing up for heightened consumer demand and marketers are looking at effective ways to tap this demand,” said Arun Srinivas, director and head of the Ads business, Facebook India (Meta).
“Our festive insights will help in this regard, along with the reach of our platforms, the highly engaged audience on it and our ongoing investments in Reels, Business Messaging and in technology like AI,” Srinivas added.
Key insights
The report said that 3 out of 5 shoppers feel AR experiences help get them into the Diwali spirit and 69% agreed that it was easier to complete their Diwali shopping with personalised products and gift suggestions on Facebook and Instagram.
Diwali shoppers seek online content in their local language and 76% of Diwali shoppers prefer to see advertising in the local language. This trend is growing significantly year-on-year, the report noted.
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About 8 in 10 Diwali shoppers use Meta technologies to watch videos. According to the findings, Meta technologies is the most important channel for short form videos (87%) and creator content (79%).
Additionally, 8 in 10 shoppers used WhatsApp (64%), Instagram (39%) and Messenger (38%) to engage with a business during Diwali.
Two festivals – Raksha Bandhan and Dussehra – offer sales potential that nearly match Diwali. In addition to Diwali, almost 8 in 10 also shopped for Raksha Bandhan and Dussehra in 2022.
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