Social Media Trends in India

Social Media Trends in India

Over the past few years, the digital and social media landscape in India has shown that India Inc. Is embracing social media to attract, engage and transact with its customers. For the third edition of the Social Media Marketing India Trends Study, we wanted to understand what has changed and how brands are leveraging social media to gain advantage across the customer lifecycle. As well as what customers look for when engaging with brands on social media. We have observed that brands understand the importance of a digital and social media presence in order to engage with customers. This is aided by increasing investments in India’s internet connectivity, and growth in internet and social media usage.

Social Media Trends in India

Social Media Trends in India

Social media is playing a big role in channeling the shopping spends in India today

Global technology company Pitney Bowes’ second annual Global Online Shopping Study reveals. That Indians lead the world (at 27 per cent) in being open to buying products on social media followed by Brazil (15 per cent) and Russia (14 per cent). With the investments in India’s connectivity, and growth in internet and social media usage. We are seeing brands understand the importance of having a digital and social media presence in order to engage with customers. EY shares it’s social media insights, that we present to you here

Digital platforms

  1. Facebook and Twitter are the most popular social media platforms for brands to be present on, followed by YouTube and LinkedIn.
  2. Almost all the brands have their own website; a considerable number of brands also have a mobile website and a mobile app. There is a significant overlap among brands that have apps with those that have a mobile-friendly website. Which indicates that these brands are looking at mobile as a separate engagement channel.
  3. Despite the focus on social media, surprisingly, brands still considered website as the most effective platform for customer engagement, followed by Facebook, mobile sites, Twitter and mobile apps.

Customer acquisition through digital

  1. Brands are advertising on web, social and mobile, and driving traffic across channels by cross-linking various platforms to attract users to their digital touch points.
  2. Brands are also looking to create compelling content such as storytelling, contests and “creating strong content capsules. Where brand and brand purposes are effectively interspersed” to drive users to digital and social media channels.
  3. This also includes publishing content that includes industry trends and other points of interest to their users, as opposed to only product and service-related information.

Highlights

  1. Facebook is the undisputed champion for consumers as well as marketers; surprisingly, an extremely small percentage of consumers are active on Twitter.
  2. There are age and gender differences in usage rates among various social media platforms such as LinkedIn, Instagram and Pinterest.
  3. Pinterest and Vine both have minimal usage among Indian consumers.
  4. Generally, all age groups spend 1–2 hours on social media per day. However, the amount of time spent on social media seems to decrease as the age of the respondent groups increases.
  5. A significant majority of users prefer apps to access social media from their mobile phone. And that percentage tends to gradually increase for users with high-priced devices as well as for consumers aged 25 and below.
  6. As the age of the customer increases, they become more interested in information about products and services and less interested in participating in games and contests.