Digitally empowered Selling and Buying -A study on the impact of digital media and tools on retail sales and consumer buying behavior

Abstract

Indians spend 4.7 hours per day on mobile devices. That is nearly one-third of their waking hours. The pandemic has only accelerated the usage. To give a perspective, Indians spent 655 billion hours on Android smartphone in 2021 as against 381 billion hours in 2019 – a 37% increase1.

As per Ericson ConsumerLab Report 2021 - Online Shopping accounted for 53% of all customer product purchases globally including fashion, technology, and home décor as against 34% pre-pandemic. This is only set to increase in the years to come as consumers get habituated to purchasing products within the comfortable confines of their offices or homes.

Marketers will also focus on enhancing the online shopping experience as sales will increasingly get skewed towards online purchases.

This article talks about ‘Digitally empowered selling and buying’ – A study on the impact of digital media and tools on retail sales and consumer buying behavior. The study includes results of a primary research survey undertaken wherein: -

• Customer participated to share insights about their online shopping behaviour
• Marketers or brand managers shared their insights from the other side of the table – speaking about omni-channel marketing and customer engagement.