93% of Indian shoppers recall brand conversations online before making a purchase: Twitter's #LetsTalkShop report

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

• Connecting with other shoppers to share experiences and make decisions based on these exchanges form a significant part of today’s tech-savvy consumer’s purchase decisions. As a testament to this, the report indicates that 9 in 10 consumers are more likely to consider a purchase after seeing someone else’s opinion about a brand/product.
• Twitter has been one of the go-to services for consumers to help them in their purchase journey, as more than half (51%) of Indian online shoppers agree that ads or Tweets on Twitter help them discover new products or brands.
• 55% state that reviews and comments on Twitter are more trustworthy than any other social media platform.

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.

• 92% of festive conversations around Diwali are mostly positive or neutral in tonality, with 75% mentions of Diwali on Twitter being linked to ‘joy’.
• As brands increasingly tap into the power of click ‘play’ to engage with their audiences, the report notes that 64% of people on Twitter enjoy watching video ads to see what brands have to offer.
• 4 in 10 shoppers are on the lookout for deals and promotional offers from brands around Diwali.

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.

• In fact, shoppers on Twitter consider 4 out of 5 (80%) of the brand conversation as ‘trustworthy’.
• 88% of brand conversations made people feel differently about the brand.
• Amongst consumers that made a purchase, 62% said that their experience with brand conversation made them much more likely to consider the 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.

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