A report on Thursday revealed that 54 per cent of consumers in India will engage in hybrid shopping, combining online and offline methods close to the heels of the upcoming festive season, Dusshera and Diwali.
The study by InMobi found that 84 per cent of buyers have increased their online shopping budgets compared to last year. Among the women surveyed, 68 per cent say they are the main decision-makers for festive shopping, prioritising personal needs first, followed by family and business associates, the study underlined.
Shedding light on the burgeoning spending patterns and shifting preferences of Indian consumers, the report unveiled that reduced price consciousness leads to an interest in exploring options as 63 per cent of consumers said that they know what item to buy and are only left to finalize the brand of their choice.
Furthermore, it said unplanned shoppers are inclined to shop closer to festivals. 58 per cent planning to shop around Dusshera and Diwali, whereas about 1 in 3 shoppers are looking to start as early as September.
The study emphasised mobile reigns over India as the most popular channel for Indian consumers as they Learn (46 per cent), Explore (79 per cent) and Buy (78 per cent) making it an essential part of their purchase journey.
Vasuta Agarwal, Chief Business Officer of the Consumer Advertising Platform at InMobi said, “The essence of India’s festive season is rooted in traditions, cultures, and the emotions they evoke. The months leading up to the festivities, especially around Dussehra and Diwali, are significant for brands, as most shopping explorations and purchase decisions occur during this time.”