Yahoo-Mindshare Study Reveals Online Shopping Behavior of Indian Consumers


Yahoo and Mindshare announced the findings of their joint study of the India market: ‘Mobile Consumer Journey – 2016′. The study is based on research of users’ shopping behaviour across devices for 31 different categories including travel, electronic devices and consumer packaged goods. Findings highlight the dominant play of mobile devices in the consumer’s purchase decisions:

90% consumers use only mobile devices in their path to purchase for Travel, Music and Movies; 79% of consumers browsing for products on mobile devices likely to buy them on mobile.

The study throws light on the role of mobile in a consumer’s purchase journey – how the devices get used in different stages, key drivers and barriers to the final purchase decision, consumers’ preferences of how to buy and where to buy, top selling categories on mobile, and cities that see the most mobile transactions. The study aims to equip marketers with insights on India, to sharpen their digital and mobile commerce initiatives and build a strong mobile strategy.

Commenting on the findings, M A Parthasarathy, Chief Product Officer, Mindshare South Asia said, “The ecommerce landscape in India is perhaps the most dynamic in the world, largely due to the rapidly evolving mobile ecosystem. This research highlights the role of mobile from the top of funnel to the bottom and how it varies across product categories. It will help us develop sharper, more connected communication strategies for brands.”

Francis Che, Head of Insights, APAC, Yahoo, added, “The study shows that the consumer path-to-purchase is turning more complex and nonlinear, with mobile at the center of this evolution. As mobile devices become more important in the consumer’s last mile of purchase decision, brands need to build targeted, more seamless shopping experience across all channels to strengthen sales and acquire new customers.”