Indian consumers spend up to 187% more on brands they follow online: Waggener Edstrom

27 Jan,2014

By A Correspondent

Integrated communications agency Waggener Edstrom Communications (WE) released a proprietary research report “Content Matters: The Impact of Brand Storytelling Online in 2014”.

 The study surveyed over 2,200 consumers between the ages of 15 and 60 across 10 Asia Pacific markets including India, to look at the impact of brand storytelling online ondriving key consumer behaviours such as brand advocacy, spending, and engagement across six business categories.

 “Communications professionals across Asia find themselves under increasing pressure to prove the ROI of their investments in digital content. The study revealsa clear relationship between brand storytelling online and increased consumer spending, referrals, and engagement,” said , Vice President of Digital at Waggener Edstrom’s Studio D in Asia-Pacific. 

 Respondents were asked a series of questions related to how they interact with brands across different business sectors, including Travel & Tourism, Mobile Devices, Consumer Electronics and Appliances (excluding Mobile Devices), Food & Beverage products, Personal Care products, and Healthcare.

“Across all markets and business sectors, we found that consumers who are exposed to brand content regularly through social channels spend more on products and services than those that don’t. Indian consumers who engage with their favourite healthcare brands online spend 187% more than those that don’t,” said Stephen Tracy, APAC Lead at Waggener Edstrom’s Insight & Analytics (I&A) practice.

 A staggering 97% of the Indian respondents surveyed follow their favourite brands on social channels. Of this, while mobile devices, consumer electronics, and food & beverage products are among the top three sectors, it is interesting to note that 72% of the Indian consumers surveyed follow their favourite healthcare brand on social channels, which is even higher than the Asia-Pacific average for the healthcare sector at 48% and even ahead of the Indian travel and tourism sector at 68%.

“As social media adoption and usage is flourishing in India with the second largest Facebook population worldwide, the study shows that in 2014 multi-channel brand storytelling is central for brands to be rewarded with larger spends, engagement rates, and higher levels of brand advocacy,” said Madhuri Sen, Managing Director – India at Waggener Edstrom.

 “While India has the second lowest rate of smartphone penetration across all markets covered, it is notable to witness the significant growth of mobile IM platforms such as WeChat and Line as these platforms have become more like social networks rather than just instant messengers. The study shows WeChat and Line as the third and fifth most frequently used platform after Facebook and Twitter among the Indian consumers surveyed,” Ms Sen added.

The complete study from Waggener Edstrom can be downloaded from .

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