84% of India will be spending more on online shopping during the festive period according to InMobi’s ‘The Marketer’s Guide to the Festive Season 2023’.
The report further adds that 63% of India knows the product they want to buy but are undecided on the brand.
In terms of how they’re planning to make the purchase, 54% of the 960 respondents claimed that they’ll be going the hybrid way and combine offline and online shopping for the festive season while 44% said they’re only interested in online shopping.
58% of the 187 respondents claimed that they’re planning to shop around Dusshera and Diwali, while 36% are looking to start the festive season shopping in September.
66% of InMobi’s respondents claimed that they’re going to spend more than INR 25,000 during the festive season. 23% plan on spending between INR 50,000 and 1,00,000 with 9% claiming that they’re looking at spends of more than a lakh.
The top categories the respondents are interested in are clothing and accessories, gadgets, home appliances, gift packs and beauty products.
According to the report, there are two distinct activity peaks when it comes to online shopping. The first one is between 10 am to 2 pm, followed by 6-10 pm.
InMobi’s report further revealed that when it comes to the purchase journey, 46% of the education is from mobile phones and ads, 15% through brand websites/apps, 11% through the physical store, followed by 7% from friends and family and TV each.
When it comes to the top reasons for why Indians shop online, app-only discounts is the most popular reason, with 47% of the respondents picking this. Wide range of products and easy returns also scores high.
Among the reasons to shop offline, 80% of the respondents look to go to stores to see or try the product.
Online purchases are usually for clothing and accessories, gadgets, beauty products and home appliances, while in-store purchases are for automobiles, furniture and furnishings and jewellery.
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