Indian Digital Consumer Chooses
From time immemorial, inventors and manufacturers have built services and products for the consumers’ needs. It is these people who have simplified consumers’ lives, and more often than not, changed the way consumers live. Yes, electricity, telephone, cars, television, internet, Google, iPod, Facebook and Whatsapp are a few of these innovations.
The central theme has always been a gradual and willing adoption of the services or the product by the consumers. There were hardly any products in the free world, which survived after being forced down to consumers.
In recent times, e-commerce companies in India viz. Flipkart, Myntra and a few others have tried to discontinue or strip down their websites in favour of apps. Well, a look at the sheer numbers will vindicate their stand.
There is a very clear indication that mobile internet is growing at a rapid pace.
Indian Consumers dynamics:
Like earlier times, Indian consumers needs marketers to understand their behavioural patterns and offer solutions suited to them. In the current scenario, though numbers support a move to app-only strategy but some traits point the other way.
- There is a decent size of consumers on the non-mobile form factor, large enough not to ignore.
- Erratic mobile data is also playing a role in this slow conversion to only-mobile form factor.
- The app-only strategy makes one fight for space on a small screen, whereas the world is open on a desktop.
- High involvement purchases are difficult on the small screen so knowingly people use the larger avatar for it.
The Choice:
One needs to coax the consumers to explore and adapt to a new form-factor. Pulling away something consumers use does not go and has not gone well with them. One should not look at the non-mobile form factor as an avenue to cut costs as yet, but wait it out for the consumers to decide. Give consumers time and they shall let their choice known. For the time being, the non-mobile form factor stays in India.
#Cleuz
