54% of Indian consumers prefer hybrid shopping for festive season highlights InMobi’s Festive Report

financialexpress.com:

Close to the heels of the upcoming festive season, InMobi, a provider of marketing and monetisation technologies, has unveiled key insights from its annual festive trends report. The Marketer’s Guide to the Festive Season 2023 for India delves into the mushrooming trends in buying behavior during the festive period, highlighting their potential to mold digital marketing strategies for brands.

The report highlights that 54% of respondents will engage in hybrid shopping, combining online and offline methods. Furthermore, 84% have increased their online shopping budgets compared to last year. Among the women surveyed, 68% see themselves as the main decision-makers for festive shopping, prioritising personal needs first, followed by family and business associates.

InMobi conducted a survey with more than 1,000 Indian mobile users to gain insights into their festive spending intentions and preferences. Shedding light on the burgeoning spending patterns and shifting preferences of Indian consumers, the report also unveils other significant findings.

Speaking on the findings of the report, Vasuta Agarwal, chief business officer of the Consumer Advertising platform, InMobi said, “The essence of India’s festive season is rooted in traditions, cultures, and the emotions they evoke. The months leading up to the festivities, especially around Dussehra and Diwali, are significant for brands, as most shopping explorations and purchase decisions occur during this time. With 78% of consumers planning to shop on their smartphones, mobile is the most crucial channel for brands this festive season, making it imperative for them to embrace a mobile-first approach in their marketing strategies. This approach will enable an authentic