2020 Festive Season: InMobi report decodes how can brands win the connected consumer

This year, Indians are willing to spend INR 15,000 on an average for shopping, states the report

e4m by exchange4media Staff
Published: Sep 21, 2020 3:43 PM  | 3 min read

The festive season brings with it, reunions, celebrations, and exciting shopping sprees. This year, Indians are willing to spend INR 15,000 on an average for shopping. This directly
translates into a massive marketing opportunity for brands to connect and engage the festive shoppers. But amidst the pandemic, how are people celebrating this season? With
digital paving new ways for communicating, collaborating, and shopping, what is the connected consumer like in the new normal? How can brands connect with their
consumers and win them over?

“To help marketers unravel insights around the outlook, spending patterns and shopping habits of Indians during the festive season in the new normal,” shared Abhinav Mohan, VP
and GM, InMobi Pulse, “we have leveraged Pulse, our leading mobile consumer intelligenceplatform, and surveyed over 1500 smartphone respondents in more than 30 tier-1, tier-2,
and tier-3 cities. Mobile has enabled us to swiftly capture deep insights at scale, despite
the current pandemic.”

Key Highlights from the InMobi 2020 Festive Season Report

The consumer sentiment remains positive

• Based on the research, Indians will spend INR 15,000 on average, with a majority
surveyed planning to increase their budgets from last year.

• The top shopping categories include Apparel, Home Appliances, Gift Packs & Work
from Home needs such as furniture and gadgets

• 71% respondents stated that they were going to approach the festive season
purchases completely unplanned or undecided. On the other hand, 85% of the
planned shoppers will conclude their planning before Diwali.

The Evolved Ways of Online and Offline Shopping

• Mobile remains the primary channel to learn, explore and buy brands/ products for
more than 60% of the connected consumers.

• Survey respondents cited online appointments or bookings, scheduled in-store
pickups and contactless delivery as preferred modes of offline shopping/ fulfilment.

• Consumers feel that sanitization standards (48%) and social distancing practices
(46%) are critical to the ‘new normal’ in-store experience

The rise of the First-time Online Shopper

• 53% of the respondents have completed their first online purchase in the past 6
months (Jan to June).

• 40% of all the first-time online shoppers hail from tier-2 and tier-3 cities.

• These shoppers will however only prefer buying popular categories such as
apparel, home appliances and gadgets online.

The Mantra for Brands to Leverage the Festive Shopping Surge

Sharing his thoughts on how brands can leverage mobile to stay ahead of the curve, Jayesh Ullattil, VP and GM, India at InMobi commented, “Festive season is revival time for
marketers in India. This year marks shopping going digital while consumers stay indoors. With 71% undecided shoppers this year, marketers can connect with their consumers at a
deeper level using their primary device - mobile. On the one hand, mobile empowers brands to own mindshare through high impact content and influencer platforms such as
Glance and Roposo. On the other hand, shoppable ads can help effect both online and offline conversions.”

“Search Advertising can be a big differentiator for brands during the festive season in India,” said Rohit Dosi, Director – Microsoft Advertising at InMobi, “With the combination of
right audiences, messaging and technology, brands can create smarter customer journeys and build intelligent connections. Be it building brand awareness or driving
conversions, Microsoft Search can help brands capture the most valuable customers this festive season.”

Discover more of the detailed insights on InMobi’s 2020 Festive Season Guide

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