62% of urban internet users research products online before buying them online / offline: GroupM-Amazon
GroupM and Amazon Advertising India today launched their very first Advertising on the Search Network playbook ‘Decoding Consumer Behavior Change to Win on Search’, a comprehensive report on consumer research journeys and how consumers are leveraging online platforms not only to buy products, but also to holistic product research.
Over the past year, consumer behavior and purchasing habits have changed dramatically. Urban consumers have started to conduct their product research thoroughly before making any online or offline purchases. The playbook states that urban consumers research at least 2 platforms before deciding, while Amazon.in has emerged as a preferred platform for product research. About 62% of urban internet users research products online, before making a purchase online or offline; 52% of urban internet users who search online visit amazon.in to research products before making an online or offline purchase.
Online product research influences offline sales, as 50% of offline purchases in all categories involve prior product research online. Whether it’s personal hygiene, skin care, electronics, cordless accessories or major appliances, consumers collect information on all products in all categories. The Covid era has undoubtedly placed emphasis on health and well-being since personal protection (PPE kits, masks), household sanitation products (disinfectants, floor cleaners) and health supplements (proteins, vitamins) have seen a sharp increase in the past year. Next is research on WFH setups, laptops and fitness equipment, gaming accessories, smart TVs and home theaters, UV sterilizers, DIY tool kits, dishwashers, and more. These suggest various types of changes in our lifestyle while we spend a lot of time at our homes.
Here are some takeaways from this playbook:
- Digital growth for product research before making purchasing decisions
- Amazon is emerging as one of the trusted brands for product research
- 89% of consumers discover new products and brands on amazon.in
- 60% of ad-influenced shopping journeys are inspired by Search Network ads
Tushar Vyas, President – Growth and Transformation, GroupM South Asia, said: “The past year has seen a rapid shift in purchasing decision-making and channel preference for purchases, with more consumers. researching and buying online. This trend is only accelerating not only with subway consumers, but also with consumers in small towns and villages. In addition, the role of e-commerce platforms in the shopping funnel is changing, with more and more consumers relying on them from a product research perspective. With most of these behaviors set to accelerate in the years to come, GroupM will continue to prioritize and focus on creating knowledge and providing solutions to our clients to effectively navigate this ecosystem.
Vijay Iyer, Director of Advertising Sales, Amazon Advertising India commented: “With the drastic increase in media consumption, online and e-commerce platforms have become the destination of choice for urban consumers who want to make a product and brand choice before making a purchase online or offline. . The research environment offers brands the opportunity to reach and educate “intentional” consumers from the first phase of the purchase journey. Native search advertising formats help establish a seamless connection with search audiences. This playbook aims to help brands understand behavioral trends with respect to consumer demand and discusses recommended strategies to boost brand awareness and performance on amazon.in”
The pandemic has seen consumers change their actions directly from the way they shop, socialize and work, forcing brands and businesses to shift their strategies. In such times, brands must carefully redesign their media strategies to establish optimal visibility at important consumer touch points. This playbook shares a holistic approach with marketers and ad execution teams on the platform on how to plan, assess performance, and track best practices from an execution perspective. research, using case studies.
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