NEW DELHI: The festive season brings a flurry of shopping activities, and a recent survey conducted by YouGov on behalf of Meta, the parent company of platforms like Facebook and Instagram, highlights the significant role of video content in influencing purchase decisions.
According to the survey, eight out of ten Diwali shoppers heavily rely on video content hosted on Meta’s platforms when making their festive purchases.
“Meta technologies are the primary channels for short-form videos (87%) and creator content (79%). Influencers and creators hold significant influence over purchase decisions, with 66% of Diwali shoppers agreeing that creators impact their purchase choices,” states the study.
YouGov surveyed 1,523 adults in India between 23 October and 9 November 2022 to understand how consumers discover products, shop for the upcoming festive season, and avail personalized content through social media channels. The study found that 69% of Diwali shoppers found it easier to complete their shopping with personalized products and gift suggestions on Facebook and Instagram.
Additionally, with the growth of internet penetration, users are increasingly seeking content in their local language. The study reveals that 76% of Diwali shoppers prefer advertising in their local language, showing a significant year-on-year increase.
The festive season, which begins in September, boosts domestic consumption in India. Arun Srinivas, Director and Head of the Ads Business, Facebook India (Meta), emphasizes the importance of this period for businesses across sectors to reach out to consumers through their platforms.
The report also highlights that 8 out of 10 Diwali shoppers engage with businesses using WhatsApp (64%), Instagram (39%), and Messenger (38%). Moreover, 66% of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging.