A recently released study by Yahoo and Mindshare -'Mobile Consumer Journey 2016', discusses the online shopping journey of Indian consumers and highlights the dominant role played by mobile devices in shaping purchase decisions.
The findings are based on the shopping behaviour of users across devices for 31 different categories including travel, electronic devices and consumer packaged goods.
Here are some interesting findings from the survey:
31% of online shoppers cite saving time or effort as their main reason for shopping online
Of the total number of consumers browsing for products on mobile, 79% prefer buying on a mobile device compared to 9% on PC/laptop and 12% in a physical store.
As per 28% of online shoppers, attractive discounts and promotions is a key driver which affects the purchase decision
75% online shoppers in Kolkata are open to mobile transactions followed by Chennai with 64% and Delhi with 57%. Surprisingly online shoppers in metros like Mumbai & Bangalore seem more ‘cautiously open’ with less than 35% of them preferring mobile transactions over other modes of payments
The barriers that keep users away from shopping online include – non-authentic goods, unreliable delivery and lack of quality control.
Online shoppers are more likely to use their mobile device to make regular or impulse purchases rather than expensive, high-consideration purchases:
Over 90% of the consumers use mobile devices for quick and frequent purchases of Travel, Music & Movies
36% consumers prefer buying high-consideration products like Insurance on their PC/ Laptop. 24% consumers prefer buying health supplements on PC/ Laptop
Categories with significant in-store purchases include Personal Hygiene (30%) & Luxury Accessories (27%).