Report, Marketing & Advertising News, ET BrandEquity

Image used for representative purposes

A digital world means that 80% of Indian consumers will primarily use their mobile devices to shop online, with 86% of Indian consumers starting to shop before November to avoid higher prices later.

Integral Ad Science (IAS) has released its latest survey, titled “Party Shopping Going Digital in India” – How Digital Advertising and Contextual Relevancy Influence Party Shopping.

IAS conducted an online survey to explore how Indian consumers are approaching the upcoming festive shopping season. The report explores the role of digital advertising in the consumer buying process and how consumers perceive contextually relevant advertisements during this time.

Consumers buy online and have larger budgets

According to the report, 49% of Indian consumers plan to pay more attention to sales and discounts for their festive shopping plans this year.

The report revealed that 85% of Indian consumers plan to do the majority or all of their festive purchases online this year.

Consumers prefer relevant advertisements and on reliable and safe sites

The report highlighted that 95% of Indian consumers are more likely to recall contextually relevant advertising, while 91% of Indian consumers have a more favorable view of brands with contextually relevant advertisements.

Online advertising to earn

The study mentioned that 97% of Indian consumers consider online advertising to be helpful in finding products and promotions online.

According to the report, 93% of Indian consumers find online advertising important for discovering new products and promotions.

The report states that 54% of Indian consumers believe that online advertisements reduce the stress of festive shopping and 50% of Indian consumers are more open to online advertisements during the festive shopping season.

The results “indicate that consumers expect to increase their discretionary spending by 30% on items such as leisure and entertainment, dining and leisure travel in August 2022, compared to April 2022, Deloitte said in a statement.