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85% of Twitter users shopping for Diwali online

Twitter and TNS research shows 92% of people on Twitter expect to shop for Diwali 2016

85% of Twitter users shopping for Diwali online

Twitter and TNS research shows 92% of people on Twitter expect to shop for Diwali 2016

BestMediaInfo Bureau | Mumbai | October 19, 2016


For several years, advertisers have been trying to leap on board the Diwali brand wagon. A recent research conducted by Twitter and TNS shows that 92 per cent of people on Twitter in India expect to shop for Diwali this year, with 85 per cent preferring to shop online.

Twitter highlights 10 key infographics from the recent research:

  • 9/10 Twitter users in India expect to shop for Diwali 2016
  • Festive conversations on Twitter start one month before Diwali
  • 85 per cent of Twitter users shopping for Diwali online
  • 78 per cent use online channels to research before buying
  • 81 per cent use Twitter to stay in touch with Diwali trends
  • Sweets and fashion have topped the list of popular topics during Diwali
  • 46 per cent of Diwali shoppers on Twitter would use Twitter to explore brands and products for their Diwali shopping
  • About 52 per cent would follow a brand for Diwali deals and discounts
  • Twitter users are three times more likely than non-Twitter users to expect Diwali festive videos
  • 45 per cent of Diwali shoppers will retweet festive images or videos on Twitter.

The study further delves into the Diwali shoppers’ world to help marketers gain a better understanding of their shopping preferences, content consumption patterns, activity engagement, and most importantly, expectations from brands both in terms of online customer service and content.

The research found that an increasing number of Indians are turning to digital platforms to garner information and insights for making their purchase decisions. Twitter provides a huge opportunity for brands to interact with consumers on the platform.

The online video consumption trend on Twitter is at an all-time high during Diwali as people are three times more likely to view Diwali festive videos and 1.5 times Twitter consumers are more likely to expect product videos. This can be attributed to an increase in smart phone adoption that continues to drive mobile video consumption. Diwali shoppers also want available, agile and authentic customer services with 68 per cent of people expecting brands to be available 24x7 with an always-on approach and 50 per cent expecting service providers to be able to resolve conflicts quickly.

Taranjeet Singh Taranjeet Singh

Taranjeet Singh (@taranjeet24), Business Head, Twitter India, said, “Twitter is the live connection to culture and it is our endeavour to be the one-stop destination for Indians to buy, gift, share or express themselves for Diwali this year. This study shows Twitter’s role in shaping consumer purchase decisions for this festive season to help brands connect with millions of Indians through live conversations and videos on social media. Brands are using this Diwali opportunity to build mutually beneficial and meaningful relationships with people across the country and we’re one of the primary platforms where decisions related to festive shopping take place.”

It must be noted that the Twitter and TNS research surveying 1,278 respondents was conducted in India. The survey was conducted with both Twitter users and those who don’t use Twitter, aged 16 years and above.


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