Presentation: Online ads drive purchase decisions, say 59% tier II e-shoppers: Nielsen

According to the report 'Featured Insights- Delivering Consumers Clarity- What Clicks With The Online Shopper', traditional barriers to shopping online are fading.

Nielsen India, a global performance management company, has come out with its latest report titled 'Featured Insights-delivering consumers clarity -- What clicks with the online shopper'. The report aims to understand the Indian e-commerce consumer, and the trends that are shaping the future. The data and insights carried in the report have been derived from a survey, with a base of 4,500 online shoppers conducted across 12 markets -- Mumbai, Delhi, Bengaluru, Chennai, Jaipur, Kolkata, Pune, Ahmedabad, Ludhiana, Bhubaneswar, Vishakhapatnam and Patna.

The internet has transformed the way consumers transact for their daily needs - be it ordering food, book movie tickets, or even book a cab. Online shopping is one category which has witnessed unprecedented growth in the last two years. This revolution is largely led by innovations which in many ways are unique to India as compared to the rest of the world, says the report.

Presentation: Online ads drive purchase decisions, say 59% tier II e-shoppers: Nielsen

According to the report, for online shoppers, the mobile phone has become the device of choice for accessing the internet, with 75 per cent users indicating that they prefer using them. Most online shopping decisions are being primarily driven by advertising, peer influence and recommendation. Moreover, the reach of shopping apps for major online brands has tripled in the last one year. The chatter around e-commerce on social media, including positive and negative messages, has also increased over the last year. Consequently, brands have become more focussed on addressing issues voiced by consumers and proactively engaging with them.

The report lays stress on the fact that regardless of which device consumers choose, most online shopping decisions are being primarily driven by advertising, peer influence and recommendations. Advertising-led online purchase has 39 per cent to 50 per cent over a year. Also, convenience is a key reason to shop online, suggests the report.

From a marketers' perspective, festive sales and brand-created events can help businesses acquire new consumers, expand top-line sales, drive greater consumer engagement and obtain stronger brand equity. While continuing with these initiatives, brands must ensure the logistics aspect too is addressed efficiently and effectively.

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