“The ecommerce landscape in India is perhaps the most dynamic in the world, largely due to the rapidly evolving mobile ecosystem. This research highlights the role of mobile from the top of funnel to the bottom and how it varies across product categories. It will help us develop sharper, more connected communication strategies for brands.”Francis Che, Head of Insights, APAC, Yahoo added,
“The study shows that the consumer path-to-purchase is turning more complex and nonlinear, with mobile at the center of this evolution. As mobile devices become more important in the consumer’s last mile of purchase decision, brands need to build targeted, more seamless shopping experience across all channels to strengthen sales and acquire new customers.”As per the report the main reason behind shopping online is people wanting to save time and effort as 31% of the users surveyed said so while for 28% it was attractive discounts & promotions and for 21% the key driver is the convenience to shop anywhere & anytime. Of course! The idea that at times there is non-authentic goods, unreliable delivery and lack of quality control at some shopping sites acted as the barriers keeping them away from shopping online. Talking about the city-wise break-up for mobile transactions with 75% maximum number of online shoppers in Kolkata is open to mobile transactions followed by Chennai with 64% and Delhi with 57%. However, as a matter of surprise online shoppers in metro cities such as Mumbai & Bangalore with less than 35 % seemed a little less open towards mobile transactions over other mode of payments. When it comes to the devices 79% of online shoppers buy using mobile device compared to that on PC/laptop with 9% and in a physical store with 12 %. Source: Exchange4Media
