Indians on shopping spree this festival season

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According to a recent survey by Trade Desk, around 90% of Indians have shopping plans during the festive season with 6 out 10 interested to know about new brands. “The Festive Season Pulse 2021”, is a survey conducted by global advertising leader The Trade Desk and YouGov. The positive outlook demonstrated by the survey is a reason to cheer for the marketers, as it states that over three in five Indians are excited about the upcoming festive season sales with nine in 10 planning to make a purchase during this time.

Open internet and shopping

When it comes to the online mode of shopping, over 82% of people engaged in it at least once a month in the last 6 months, according to the survey. 1 in 4 did online shopping many times a week. 34%’s shopping behaviour was influenced by open internet- video streaming platforms (OTT), music streaming services, websites and mobile apps. 33%’s shopping was influenced by social media and 32% by traditional offline channels- direct mail, traditional TV commercials, outdoor advertising, and word of mouth.

With most of the consumers spending the majority of their time at home on the open internet such as OTT, streaming music, online content for entertainment, their shopping decisions are framed by such content.

These platforms are ideal for marketers to promote their products to develop a digital marketing mix campaign. Now OTT and ads on music streaming services etc. have also become channels of promotion for various products. Online shoppers are learning a great deal about products on these platforms.

“An increasing number of brands are becoming more judicious about their marketing spends. As such, marketers are going beyond search and social media and leveraging omnichannel strategies on the open internet to reach their target audience,” Tejinder Gill, general manager, The Trade Desk in India, said.

He also added that the report- ‘The Festive Season Pulse 2021’ affirms that the open internet is a powerful tool to reach new customers and the upcoming festive season is an opportune time for marketers to capture consumer curiosity and test the efficacy of the open internet.