Inmobi-2018年印度节日营销指南（英文）-2018.11-25页-2mb

Summary of "WINNING THE INDIAN FESTIVE SEASON SHOPPER IN 2018"

Core Content

This report from InMobi analyzes the behavior of Indian consumers during the 2018 festive season, focusing on their shopping habits and the role of mobile technology in influencing these behaviors. The festive season, spanning from September to December, is a crucial period for retail and marketing in India, with consumers showing a strong inclination to spend more and retailers capitalizing on the opportunity through strategic marketing.

Main Objectives of the Study

• To understand the shopping sentiments of Indian consumers during the festive season
• To explore the growing influence of mobile devices in the shopping and purchasing process
• To analyze mobile shopping behavior across various audience segments, including city tiers, age groups, and income levels

Key Findings – I: The Festive Season Opportunity

• Spending Growth: 36% of consumers plan to spend more than last year, while over 50% will spend the same or more.
• Spending Intentions:
  • 35% are willing to spend between ₹10,000 to ₹50,000
  • 7% plan to spend more than ₹100,000
• Tier II Cities:
  • 16% of Tier II city residents are willing to spend over ₹1,00,000
  • 70% of Tier II city residents do not plan their festive shopping and will make impulse purchases
  • They tend to plan shopping later, especially during the Diwali-Dussehra period

Key Findings – II: The Role of Mobile in the Festivities

• Mobile Usage:
  • 45% of Indians rely on digital media channels to stay informed about festive offers
  • 80% of consumers prefer shopping via apps rather than mobile websites
  • Mobile is the primary tool for researching and shopping, with users spending an average of 4 hours per day on mobile apps
• Preferred Ad Formats:
  • Interactive Ads: 29%
  • Video Ads: 27%
  • Banner Ads: 24%
  • QR Codes: 19%
• Shopping Timing:
  • Indians use their smartphones early in the morning and late at night to research and shop
  • Mobile usage peaks in September and during the Diwali-Dussehra period

Top Shopping Categories

• Fashion (21%): Most popular across all regions
• Jewellery (15%): Particularly significant in the East and West
• Home Decor (11%): Preferred in the North
• Gadgets (9%): Popular in the South
• Home Appliances (9%): Also preferred in the South

Implications for Advertisers

To effectively engage Indian shoppers during the festive season, advertisers should:

1. Make Mobile-Friendly Campaigns: Ensure campaigns are optimized for mobile to provide seamless shopping experiences
2. Target Digitally & Physically: Integrate digital and physical retail experiences to cater to consumers who use smartphones in-store
3. Maximize Engagement: Use rich media, video, and direct response ads to highlight sales and promotions
4. Add Personalization: Deliver tailored content and offers to enhance customer journey and satisfaction
5. Build Relationships with Shoppers: Share valuable offers and content to connect with the right audience at the right time
6. Engage Consumer's Propensity: Create targeted, engaging mobile campaigns that align with consumer behavior and preferences

About InMobi

InMobi is a global leader in cloud-based intelligent mobile platforms for enterprise marketers. It is recognized as a 2018 CBC Disruptor 50 company and Fast Company's 2018 Most Innovative Companies. InMobi offers a massive mobile research panel with access to 1.6 billion users, enabling efficient, accurate, and fast market research.

Contact Information

• Email: insights@inmobi.com
• Website: www.inmobi.com/insights
• Social Media: [Images of social media icons are included but not described in text]