78% of Indian consumers prefer human customer service support when shopping online: EY report
Indian consumers prefer human customer service support when shopping online, according to an EY report.
While 61% consumers find AI driven product recommendations extremely beneficial, data breaches are the primary cause for concern among Indian online shoppers.
84% consumers have made purchases based solely on the recommendations or promotions of influencers as per the recent EY Future Consumer Index (FCI), which included responses from 1,000 Indian participants within a worldwide poll.
A significant 77% of Indian consumers express profound concern about the possibility of data breaches when shopping online, while 73% worry about their private information being disclosed.
“As consumers become more discerning in their choices and empowered to demand fair value for their money, retailers need to step up to be able to satisfy these demands. While Indian consumers are putting a lot of faith in artificial intelligence and other technologies, the human touch through authentic, trustworthy connections and engagement is becoming more important than ever before,” said Angshuman Bhattacharya, Partner and National Leader — Consumer Product and Retail Sector, EY Parthenon.
Consumers are drawn to follow content creators on social platforms primarily for the quality and authenticity of the content. In India, influencers have gained a significant amount of popularity with 81% consumers following some social media influencer, blogger or vlogger.
In stark comparison, only 45% of global respondents admitted that they follow a
