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A new report by Meta shows that Indian festive shopping is shifting towards quick commerce and micro-influencers. One in four electronics shoppers now prefers quick commerce platforms, while micro-influencers significantly impact 40% of festive purchases. Additionally, over 75% of consumers seek advertisements in their local languages, emphasizing the importance of regional content this festive season.
Micro-Influencers and Quick Commerce Boost Festive Electronics Shopping in India
This festive season, a surprising trend is emerging among Indian shoppers: many are turning to quick commerce platforms to buy electronics. According to a recent study by Meta and consumer insights firm GWI, one in four electronics buyers now prefers quick commerce for their purchases. This shift shows that consumers value speed and convenience, even when buying gadgets and devices.
Quick commerce, originally popular for food and grocery deliveries, is expanding into new categories. Electronics shoppers are embracing this trend, finding it easier to get their desired products delivered rapidly, especially during the busy festive period. The study indicates that online shopping and e-commerce are reshaping consumer habits, with 96% of shoppers expecting their buying patterns to change this year.
Micro-Influencers Shape Buying Decisions
Another key finding from the study is the significant impact of micro-influencers on festive shopping. Micro-influencers are social media personalities with 10,000 to 100,000 followers. The report reveals that 40% of consumers are influenced by micro-influencers when discovering brands, deals, and sales during the festive season. This is almost equal to the 39% influenced by macro-influencers who have 100,000 to 1 million followers.
Consumers seem to trust the recommendations of micro-influencers because they find them more relatable and authentic. These influencers often have a closer connection with their audience, making their suggestions more impactful. Brands are noticing this trend and may focus more on collaborating with micro-influencers to reach their target customers.
Regional Language Content Connects Better
The study also highlights the importance of regional language content in advertising. Over 75% of shoppers feel it’s important to see ads in their local language during the festive season. Brands that use regional languages are likely to engage more effectively with consumers, making their marketing efforts more successful.
AI Enhances Shopping Experience
Artificial intelligence is playing a big role in how shoppers find deals and products. The report notes that 80% of festive shoppers discover new deals on Meta platforms, thanks to AI-powered recommendations. Additionally, 85% of consumers are aware of at least one sales event through Meta. AI helps personalize the shopping experience, making it easier for consumers to find what they’re looking for.
Arun Srinivas, Director and Head of Ads Business (India) at Meta, commented on these trends, “The study clearly shows that festive shopping in India is changing dramatically. Quick commerce is becoming popular for electronics and personal care items. Micro-influencers are just as influential as bigger influencers in driving purchases. And regional language content is crucial in connecting with consumers. On our platforms, we’re seeing strong adoption of AI-powered ad formats, business messaging, and Reels this festive season.”
Optimism Leads to Increased Spending
The study reflects a positive consumer sentiment, with half of the respondents planning to spend more than last year. The festive season is a crucial time for shopping in India, and these new trends indicate a shift in how people are choosing to shop.
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