Digital buyers in India have not much changed the frequency with which they shop digitally or in-store, according to longitudinal research.
2015 research from Retailers Association of India (RAI) and PricewaterhouseCoopers (PwC) found that 12% of digital buyers in the country shopped via digital channels on a daily basis. That was up 3 points from 2013, for an increase of 33%.
Weekly digital shopping enjoyed a similar jump, from 31% of respondents in 2013 to 39% in 2015, or an increase of about 26% over two years.
Monthly rates of digital buying held steady over the same period, at around a third of digital buyers.
But store shopping habits had barely budged: 16% of digital buyers made in-store purchases daily last year, compared to 15% in 2013. Weekly in-store shopping was flat at 32% in 2015, and monthly shopping habits had dropped slightly, from 32% to 28% over two years.
eMarketer estimates that 82.3 million people in India made at least one purchase in 2015 via digital channels, up 52.0% over 2014. That’s still a tiny figure in the country of more than 1 billion, however, and amounted to just 37.3% of internet users in 2015. By 2019, the end of eMarketer’s forecast period, nearly a quarter of a billion people in India will make purchases digitally.
Article Published by: http://www.emarketer.com/Article/How-Often-Do-Indias-Digital-Buyers-Shop/1013666
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