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WATConsult launches new property, WATInsights

04-May-2017
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WATConsult launches new property, WATInsights

Digital and social media agency WATConsult has launched a new property called WATInsights under its market research division, Recogn. WATInsights will offer periodic reports, which provide insights and trends on the Indian digital landscape. Through these reports, WATConsult aims to help marketers understand the digital consumer better and translate the insights into actionable strategies.

The first report released is based on the usage of brand apps and their impact on brand consideration. Below are the key findings of the study:

• 81% of respondents are currently using or have used brand app(s), while 19% have never used them
• Majority of the respondents use news-related brand apps followed by over-the-top (OTT) apps and business/finance apps
• 76% of respondents discovered brand apps through their friends and family and 66% were influenced by them to install
o 46% discovered via ads featured on traditional media platforms (TV, radio, newspapers) and 48% were influenced by them
o 58% discovered brand apps via in-built app stores and 40% were influenced. Surprisingly, 20% discovered brand apps at the point of purchase and installed them straightaway
• Relevance, usability, and entertainment are the factors essential for improving the satisfaction levels of brand app users
• A large majority of users are more likely to purchase a brand product/service after using the brand app than watching the brand’s ad on media

Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult, said, “The changing demographics and technologies have brought about a shift in the way consumers engage with brands, products, and services. The customers’ purchase and consumption behaviour is in a state of constant flux and marketers need to keep pace with this to stay relevant. Keeping this in mind, we have launched WATInsights, which will showcase industry insights and help marketers take better decisions in creating campaigns.”

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