The Fact Maker

Brands can expect consumers to spend more this festive season says a poll by Adgully on Koo app

  • 74% of consumers plan to purchase via e-commerce sites
  • 52% of consumers are opting to buy new electronic items

National, 13th October 2022: Adgully in partnership with Indian Micro Blogging App Koo, has released the emerging shopping trends around India’s festive season. ‘How Bharat Spends During Festive Season’ was a survey conducted nationally and generated around 4 lac responses.

The survey puts the spotlight on the buying behavior of people residing in Bharat. From increasing digital activity across apps and devices to a greater willingness to try new brands, the pandemic has fundamentally reshaped the way consumers are engaging in online shopping today. In an interesting revelation, the survey showcases consumer’s mindset towards online shopping has changed. Key highlights from the survey are:

  1. 74% of consumers plan to purchase online
  2. 52% of consumers are opting to buy new electronic items
  3. 70% of the respondents are opting to travel this festive season
  4. 84% of the respondents will spend upto INR 15,000 to upgrade their mobile phones
  5. 67% consumers are willing  to spend upto INR 10,000 during this festive season
  6. Travel features as high priority

The festive season is the most active time of the year when Indians shop for their loved ones, and the survey provides interesting nuances of customers across various demographics of the country as well. Brands like Samsung Mobile, Sugar Cosmetics, Amazon, Pizza Hut, DealShare and MakeMyTrip have been the most preferred brands in their respective categories.

Speaking on the survey findings, Sunil Kamath, Chief Business Officer from Koo said, “The festive season is time when the entire country celebrates wholeheartedly, which means higher spending across all socio-economic groups. With the increased use of the internet, marketers explore new channels to add to their digital marketing mix. Platforms like ours, gives brands access to users from every corner of the country.  More than 80% of Koo app users come from Bharat, i.e. tier 2 and tier 3 cities. Having users from different geographies and languages on the platform enables businesses to influence consumers at every stage of their journey.”

Bijoya, Founder and CEO, Adgully said, “With around 4 lac responses, this is our largest sample size for a survey we have ever executed. The survey is an in depth and insightful exercise that has unearthed consumer sentiments in Bharat, especially in the festive season. We would like to thank Koo App for partnering with us and helping us decode how buyers think and behave during this season of plenty. This has been a very fruitful exercise, with nuggets of knowledge that can help businesses improve and grow with a strategic plan during the festive season.”

The festive period has always been important to Indian shoppers and has become even more so in the post-pandemic. The survey shows that this festival season people are planning to indulge in various consumer items like home appliances, smartphones, vehicles, travel and more. This would help marketers to build a full-funnel strategy. It also indicates that 20 percent of the people are planning to spend beyond their regular budget. As these festivities continue till the end of the year, the country is expecting more people to step out to shop and travel. With sectors opening up, brands are gearing up to give its customers the best services possible.