The festive season is here, after a two-year lull. Consumer sentiment has revived to pre-Covid levels, offering shoppers a marvellous opportunity to spend and brands an excellent avenue to woo consumers. FMCG, consumer durables and electronics verticals have clocked better-than-expected demand this festive season, which kickstarted with Navratri and continued till Bhaidooj. Major brands expect this momentum to continue till Christmas and New Year.
Consumer behaviour is becoming more complex and non-linear and the role of digital platforms is becoming more prominent.
Key insights from the playbook “Decoding Consumer behaviour for Winning the 2021 Festive season” co-authored by MMA, GROUPM & AMAZON ADVERTISING:
50% of the consumers are likely to increase their spend this festive season
80% of the consumers will be ‘DIGITAL’ influenced
76% brands will allocate more spends for DIGITAL vs last year
1. INTERNET PENETRATION
Even Karnataka, one of the major IT hubs in the country, has only 42.94% internet penetration.
2. ONLINE SHOPPING
3. ONLINE NEWS READERS
The Indian Readership Survey (IRS) report of 2019-Q4 shows that, Online News reach 25.12% of the people in Kerala, while the Overall India reach is just 12.9%.
BRAND STRENGTH OF MANORAMAONLINE
(Source: Google Analytics, Monthly Reach)
The strength of our worldwide footprint connects you with potential customers across the globe
AUDIENCE AGE GROUP
Source: Google Analytics, Percentage calculated based on Total Unique Visitors of 36 Million
ManoramaOnline audience are more likely to purchase products or services in the specified categories.
It's reopening season in Kerala.
Schools, colleges, malls, movie halls are all back after the long break.
Make sure your brand is a part of this Christmas and Newyear celebrations when Malayalis celebrate the many new beginnings.