Insights

TH TO PURCH
PA AS
ER EW
M
U

IT
NS

H
CO

MO
THE

BILE
How Indians Shop For
Fast Moving Consumer Goods
(FMCG) /Retail Products

INFLUENCE OF MOBILE ON FMCG/RETAIL PURCHASE

a r tphone
88%
n s m obile Indian s
India u s e m ma
users pl
an to Retail users se rtphone
%
/
0
M C G arch for
for F
6 devices FMCG/R
es etail pro
purchas on mob ducts
ile devic
es

MOBILE SITES/APPS USED TO SEARCH

FOR INFORMATION 43%
60%
Search engine Retailer sites
or apps

31%
Social media
platforms

28%
Manufacturer
sites or apps

17%
Forums or
blogs

FMCG/RETAIL CONSUMERS MOBILE AD

PREFERENCES

49%
Ads with special
deals, promotions,
47%
or coupons
45%
Ads featuring
the latest
Ads with 36%
detailed
Ads for loyalty
products & prices product
programs/
information
rewards cards

33%
Ads with pictures,
sound or video

MOBILE AD CONTENT THAT

INFLUENCES PURCHASE DECISION

42% 32% 28% 22%

Price Detailed Product Reviews/ Promotions/
Comparison Product Commentary/ Coupons/
Information Loyalty
Ratings
Programme

20% 16%
Availability of Product Photos
the product

ACTIONS TAKEN AFTER SEEING FMCG/RETAIL

MOBILE ADS
CONSIDER

51% 37% 17% 15% 13%

Look for Visit a store/ Locate Click to call Call advertisers/
more get more directions advertisers retailers at a
information information on map on mobile later time
device

PURCHASE

23% 37%
Purchase Use promotion
FMCG / Retail /coupons sent
products on mobile

THE CONSUMER PATH TO PURCHASE FOR FMCG/RETAIL PRODUCTS

62% 26% 24% 18% 12% 14% 6%

Search for a Search for a Read Talk to friends, Conduct Visiti socal Search for a
specific brand particular product family, or product media product in
or product need review experts comparison physical store

PURCHASE

68% 14% 18%

Bought what Bought another Bought what
they originally product they were
searched for searching for
as well as
something else

Source: InMobi, YouGov | The Role of Mobile in the Path to Purchase of FMCG/Retail Products in India, N=800, June 2015

www.inmobi.com/insights | Follow us on @InMobi | facebook.com/inmobi