The survey says the top three triggers for online shopping are attractive prices, convenient return/exchange processes, and attractive offers. Residents from Tier II cities and lower spend an average of 2 hours and 25 minutes per week on online shopping, accounting for around 16% of their income, a consumer survey conducted by CyberMedia Research (CMR), a technology market research and advisory firm in India, reveals. It adds that Tier II cities like Guwahati, Coimbatore, and Lucknow outshine Tier I cities in terms of time spent on e-commerce. Bengaluru takes the lead among Tier I cities, with residents spending the most time on online shopping, approximately 4 hours and 2 minutes per week.
- The average spending on online purchases in the last 6 months by Tier II buyers ( ₹20,100) is nearly on par with the online spending by Tier I buyers ( ₹21,700). Average spending is the highest in Mumbai ( ₹24,200).
- 62 per cent purchase clothing and accessories online, while 54% purchase electronics and electronic gadgets online.
- The top three triggers for online shopping are attractive prices, convenient return/exchange processes, and attractive offers.
- 86 per cent rely on influencers’ or publishers’ reviews to make their purchase decisions. Notably, males (90 per cent) appear to follow influencers more diligently than females (80 per cent).
- Around two-thirds of online users search (70 per cent) rather than browse (30 per cent) while buying accessories. Consumers typically make their buying decisions before visiting an online shopping platform.
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Top three most bought electronic gadgets
The survey points out that the top three most bought electronic gadgets on e-commerce platforms are:
- Smartbands/Smart Watches
What is the trend in smartphone shopping?
According to the survey, 62 per cent of Tier II purchasers prioritise 5G-capable devices. Furthermore, buyers are purchasing premium mobile phones, with a 24% share of devices priced above ₹20,000 being purchased online. On the other hand, just 2 per cent had purchased affordable smartphones (less than ₹7,000).
For mobile gamers, fast charging (67 per cent) and long battery life (63 per cent) are desired specifications.
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Flipkart, Amazon, or JioMart – Who dominates the Indian e-commerce market?
The most preferred online platform
The survey says Amazon is favoured by its users for its attractive prices, easy return/exchange process, brand trust and convenience of shopping across pin codes in India. “Over the past six months, 73 per cent of consumers from both Tier II and Tier I cities have shopped at Amazon.”
Ranking based on customer satisfaction
- Reliance Digital
The ‘CMR Consumer Aspirations and eCommerce in Bharat’ Survey was conducted in May 2023 covering 3,006 consumers, across Delhi, Mumbai, Bangalore, Bhubaneswar, Nagpur, Coimbatore, Lucknow and Guwahati.