93% of Indian shoppers recall brand conversations online before making a purchase, as per the latest report by Twitter prepared in partnership with Publicis.
Shopping is a hot topic in the social space, and especially so during the festive season in India. While shoppers turn to services like Twitter to discuss their big splurging plans, do these conversations about brands and products actually impact sales? To find out and help marketers engage the festive shopper more effectively, Twitter partnered with Publicis to study 2400 consumers in India on leading social platforms.
The study unveils the sentiment that is driving conversations and shopping decisions today, while also throwing light on content consumption patterns and most importantly, expectations from brands both in terms of customer service and content.
Moreover, Diwali conversations on Twitter also open up doorways for Indian brands to connect and engage with the leaned-in shoppers who are looking to spend during the festivities. A testimony to this: the service witnessed more than 3.1 million Tweets about Diwali in the festive week (October 30, 2021 to November 6, 2021).
Some highlights from the report are:
Reviews and recommendations on Twitter take a front-seat during festive shopping
Consumer excitement and buying inclination during Diwali
The study reveals that the build-up to the festivities is the most exciting for consumers as 50% of the Diwali conversation on Twitter takes place before the festival, whereas 35% of the conversation happens on the day of the festival.
Brand conversations: A beaming opportunity for businesses
Brand conversation is increasingly becoming influential at every stage of the purchase journey and has the power to influence shopping decisions. As a matter of fact, 93% of Indian shoppers recall brand conversations online before making a purchase.
To know more about Twitter’s findings and how brands and marketers can utilise the service to engage with customers, read the full report here.