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Business Standard
2 days ago
- Business
- Business Standard
Nearly 80% of Indian shoppers discover new products via social media: Meta
Social media platforms like Instagram and Facebook are no longer just hubs for trend-watching—they have become crucial tools for discovering new products in India. A recent study commissioned by Meta underscores how significantly these platforms are influencing purchasing decisions across the country. According to the findings, millions of Indian consumers rely on influencers, short-form video content, and promotional messages to evaluate product worthiness before making a purchase. Shoppers go online first The study, conducted by market intelligence firm GWI, surveyed 2,548 internet users in India aged 16 to 64. It found that nearly 80 per cent of Indian shoppers discover new products via social media. Of those, a staggering 98 per cent come across them on Meta-owned platforms like Facebook and Instagram. Increasingly, consumers are researching products online before heading to stores, shifting the point of influence from in-store displays to digital channels. 'Indian shoppers today are social-first, mobile-first and video-first, irrespective of whether the purchase happens offline or online,' said Meghna Apparao, Director of E-commerce and Retail at Meta India. Short videos and influencers drive buying decisions Short-form videos—especially those lasting two to three minutes—are proving highly influential. The study found that about one in three buyers decide whether to buy a product based on brand videos viewed on social media. This impact is even more pronounced in the luxury segment. Influencer marketing also plays a significant role. Six out of ten respondents said they follow content creators across platforms. These influencers frequently introduce products to their audiences, boosting both interest and conversions. WhatsApp emerges as a shopping tool WhatsApp, another Meta-owned platform, is fast becoming a retail enabler. Nearly 60 per cent of shoppers said they had made a purchase after encountering a product offer on the messaging app. In response to this shift, Meta recently launched new 'omnichannel advertising capabilities' designed to help brands reach consumers more effectively across its digital ecosystem.
Indian Express
2 days ago
- Business
- Indian Express
Nearly 80% shoppers discover new products through social media, says Meta study
In the last few years, social media platforms like Instagram and Facebook have emerged as the go-to source for billions worldwide to see what's happening in the world. These platforms are also playing an important role in guiding purchasing decisions. As it turns out, social media platforms are also shaping how consumers discover new products and brands online. As it turns out, millions of Indians rely on influencers, short-form video content and messaging campaigns to see if a product is worth buying. According to a new Meta-commissioned study by GWI, which asked 2,548 internet users between the ages of 16 and 64, almost 8 in 10 shoppers discover new products via social media, with 98 per cent of these discoveries happening on Meta platforms like Instagram and Facebook. It also claims that before making a purchase, a large number of shoppers depend on online platforms for research instead of simply relying on displays in physical retail stores. Meghna Apparao, the director of e-commerce and retail at Meta India, said, 'Indian shoppers today are social-first, mobile-first and video-first, irrespective of whether the purchase happens offline or online.' With Indian consumers now resorting to Reels, messaging and influencers to find and evaluate new content, Meta has emerged as the go-to platform for businesses in the country to increase their sales. The study claims that short-form videos with a length of between two to three minutes and Reels are proving to be effective, as almost one-third of buyers make their decision based on whether a product is featured in a brand video. As it turns out, the trend applies mostly to luxury products, where viewers are highly influenced by short-form videos. Influencer marketing also happens to be one of the major reasons why retail action has increased in India. The Meta commissioned study suggests that 6 in 10 customers follow creators on different platforms, with the category having the biggest impact on both product discovery. Talking of WhatsApp, it looks like the instant messaging platform is playing an important role when it comes to buying new products, with almost 60 per cent of shoppers buying after coming across an offer on the platform. To keep up with consumer shifts, Meta says it recently added new 'omnichannel advertising capabilities', which help brands increase online engagement.
