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Home Lifestyle Miscellaneous Social media influence online shopping in India

Social media influence online shopping in India

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Social network67 per cent of internet shoppers refer to social media before shopping online.

Mumbai. A recent Frost & Sullivan's study "Impact of Social Media on Online Shopping Behavior in India" studies the effect of social media on online shopping among Indians, and covers the benefits of social media, how it can be applied by enterprises to their advantage and presents an overview of future online retailing trends in the country.

The study found that more than 60 per cent of internet users in urban India spend four hours and more a day browsing for various purposes such as entertainment, networking, business, academics, and shopping. Over 130 million Indians are connected to the Web via fixed and mobile broadband, over 60 million are registered on Facebook and 20 million on LinkedIn. Frost & Sullivan finds that nearly 50 per cent of young urban Indians spend more than two hours on social media sites daily.

In parallel, online shopping in India has also witnessed fast paced growth. There are hundreds of portals offering a range of products in single or multiple categories for customers. Good indexing and search tools, easy payment options, streamlined logistical infrastructure for shipping and, needless to say, a variety of products at a variety of prices makes online retailing an attractive alternative for traditional shopping in the kirana stores, retail outlets as well as supermarkets.

Frost & Sullivan finds that interestingly, consumers are increasingly relying on social media to make their purchases - either as informed choices, or through peer conditioning. Empowered by social media, consumers are becoming forthright and fearless with their opinions and share views on news, politics, products, movies, and food, among others. Analysis finds that over 67 per cent of urban Indians are influenced by social media in their purchasing decisions.

"For improved results and generating increased revenues online, companies need to find means to integrate online portals with social media," says Vidya Nath, Research Director, ICT Practice, Frost & Sullivan. "They will also have to watch customer behavior closely to chart their marketing strategies for the still evolving online shopping medium in India."

 

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