88.6% Indians seek others’ opinions online before buying: DigitasLBi study

Global marketing and technology agency DigitasLBi has announced the findings of its 2016 Connected Commerce study, which reveals the latest retail trends in 15 countries: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK and the US.

The global study, which was developed and led by DigitasLBi in France, focusses on the behaviours of consumers who have bought something online in the last 30 days and also includes insights garnered via DigitasLBi’s proprietary IDIOM data platform.

India specific findings:

29.8 per cent of shoppers in India expect items they’ve bought to be delivered in one day

88.6 per cent of shoppers in India look for other shoppers’ opinions online before making a purchase

57.7 per cent of shoppers in India consult friends and family before making a purchase

8.1 per cent of shoppers in India see sales’ advisors expertise as the key benefit as shopping in-store

92.4 per cent of people feel real pleasure when shopping online

Reason No. 1 to buy in store vs digital: ability to test the product

33.2 per cent of fashion purchases by 18 to 24 year olds are done in their bed

46.5 per cent of 18 to 34 year olds purchase online at least once a day

76.9 per cent of food purchases online are planned

36.3 per cent of fashion purchases online are spontaneous

55.4 per cent of online purchases are not made alone

70.2 per cent do not expect delivery within one day (or less)

80.3 per cent of people don’t want to share their personal details

90 per cent of people like to have personalised products or services

38.6 per cent of people first search for product information on a retailer website or app

Only 3.2 per cent of shoppers head to blogs or forums first, to get product information

28.2 per cent of online food purchases by women are made on Wednesdays

51.7 per cent of purchases occur in under 15 minutes

36.7 per cent of food purchases online are made while watching TV

For 66.9 per cent of buyers, phone is the preferred channel for assistance

Amaresh Godbole, Managing Director, DigitasLBi India, commented, “Data. Omnichannel. Phygital. IoT. The DigitasLBi Connected Commerce study is one of the rare sources that helps us understand the human impact of these buzzwords. It gives a window into the interconnections and behaviourial evolution of shoppers in India and allows a comparison with other shoppers around the world. This study is a rich source of insights for marketers and advertisers and will help make decisions about how to target Indian shoppers in a connected world. For instance, we now know that over 33 per cent of fashion purchases by youngsters aged 18-24 are done from their bed! And almost 37 per cent of all online food purchases are made while watching TV. This takes us to a whole new level of understanding of the context of our consumer, which can lead to great storytelling, media decisions and experiences.”

Other key findings

Impatience is a virtue
18 per cent of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38 per cent expecting delivery within a day, while Danish customers are the most relaxed (7 per cent).

Second opinion
78 per cent of online shoppers globally look for other shoppers’ opinions online before making a purchase. This behaviour is most prevalent in Asia, with consumers in China (95 per cent), Hong Kong (89 per cent), India (89 per cent) and Singapore (88 per cent) most likely to look for opinions before buying.

Friends and family
35 per cent of consumers consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44 per cent), while Italians are least likely (22 per cent).

Death of a salesman
Only 10 per cent of shoppers globally say that the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 38 per cent who say that the ability to test products is the main draw. The salesperson’s craft is most valued in Denmark, with 19 per cent saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5 per cent).

Location, location, location
The study reveals the categories of item that people are most likely to shop for in bed, with fashion and health & beauty the most popular (both 19 per cent), Italians are more likely than any other nation to shop in the kitchen, with 24 per cent shopping for food in the kitchen and 23 per cent shopping for household items.

29 per cent of consumers globally shop online using wearable devices. Chinese and Indian shoppers are most likely to shop via a wearable (both 48 per cent), while shoppers from the Netherlands are least likely (11 per cent).

Fern Miller, Chief Marketing Officer, International at DigitasLBi, said, “Connected Commerce 2016 shows us the wider context of shoppers’ decision making, in-store, online, and beyond. Whether it’s browsing for fashion in bed or shopping with a wearable, our customers are finding new ways to choose the things they want, and by looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance.”


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