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The Internet is influencing the purchase decisions of around 40 per cent urban users in India, a recent study by Boston Consulting Group has suggested
The impact of the Internet is being felt the most in product categories such as air travel, technology devices (PCs, laptops and tablets) and air conditioners, while the least influence is seen in the auto category.
Around $30 billion of urban consumer spend is being ‘digitally influenced’ as netizens increasingly use the internet to research during the pre-purchase, purchase and post-purchase phase, said Arvind Subramanian, Partner and Director at the Boston Consulting Group (BCG).
BCG surveyed 25,000 Indian consumers across 26 locations for this study.
This ‘digital influence’ is expected to grow five-fold to touch $150 billion by 2016, the report suggested.
Around 45 per cent of India’s online consumers access the Internet through mobile devices, while another 30 per cent use both mobile devices and desktops/laptops, BCG said.
BCG suggests that traditional business-to-consumer companies could position themselves to convert the online activity of Internet to offline sales.
“Companies should gauge online Interest for their products and convert the leads by stitching them with their offline sales channels”, said Subramanian.
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