Leveraging Euromonitor International’s proprietary Digital Consumer Profiles segmentation analysis, this briefing explores the Indian digital consumer’s defining characteristics, motivations and preferences, and how they impact how these consumers shop and spend digitally. This briefing concludes by outlining the most promising digital commerce opportunities in India.
Despite the growth of mobile connectivity, low fixed broadband penetration rates have affected India’s digital landscape. Weak rural infrastructure has held back more robust digital connectivity across the country, though the government’s national broadband project should improve digital access going forward.
Indian digital consumers have higher median incomes than their global counterparts, and digitally-savvy consumers are likely to be wealthier than the average Indian population. Indian digital consumers are also tightly concentrated in the 20-34 age bracket, similar to their global counterparts.
Indian digital consumers are conducting more commerce activities online and doing so more often on mobile devices rather than computers. Using banking services and reading reviews are among the most popular daily activities on both digital mediums.
Like digital consumers elsewhere, those in India indicate saving time and money as the top motivations for shopping online. Variety of brands is another important factor, with the country’s online shoppers ranking first among 21 surveyed nations on this parameter. Free shipping and ease and availability of delivery were also popular, given the country’s logistical challenges.
India is in the early stages of its digital commerce story. The country’s weak digital backbone, high cash usage and logistical challenges have impeded digital commerce uptake. However, the potential of the country is well documented due to the young population, increasing disposable incomes, and improving digital and logistical infrastructure. In future, industries such as travel, ticketed attractions, apparel and consumer foodservice will see higher value of digital transactions.
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