6 out of 10 Indian shoppers have downloaded streaming video apps: Criteo

30 Jul,2020

By A Correspondent

 

Criteo, the global technology company powering the world’s marketers with trusted and impactful advertising, has released a survey on the results of the impact of Covid-19 on downloads and usage on apps. The report is titled as ‘App User Behaviour in 2020: India’. Criteo’s research saw that apps are now indispensable for users to shop, connect with their loved ones and entertain themselves.

 

According to the survey, two-thirds of Indian app users have downloaded a streaming video app to entertain themselves. The report highlights a change in online shopping trends as well. 45% of respondents downloaded a new retail shopping app in the last few weeks. 4 out of 10 respondents also said that they downloaded new apps for grocery/alcohol/food delivery in recent weeks.

 

Key Insights:

# 45% of respondents downloaded a new retail shopping app

# 65% of Gen Z and millennials downloaded at least one video streaming app

# 65% increase in downloads for social networking apps

# 7 out of 10 Indians said they downloaded an app during quarantine after seeing an ad on social networks, on TV, or a different app

 

The report highlights that Gen Z and millennials prefer to use mobile applications much more than the older generations. They have a higher preference and convenience for using apps, and this is true across most product categories. They are seeking out more streaming entertainment apps and gaming apps. 65% of Gen Z and millennials downloaded at least one video streaming app whereas, only 56% of boomers downloaded the same. However, boomers downloaded the news related apps 3% more than the millennials.

 

With people spending most of their time at home, 4 in 10 Indians have also increased their app usage by spending more time shopping. Social networking apps have seen the most heightened download number, 65%. Video streaming and video conferencing apps have seen a high number of downloads as well, 63% and 52%, respectively.

 

Said Taranjeet Singh, Managing Director of South East Asia and India, Criteo: “From buying groceries and meals to home entertainment and workouts, apps have shown their versality to cater to varying audience segments to meet their needs and wants. Covid-19 has fundamentally changed the relationship between mobile users and their apps, elevating their importance to users due to their convenience during these times. We see that this could continue to be the trend even in the recovery stages after lockdowns as consumers have experienced and enjoyed the benefits of using apps. Brands and retailers will have to build up their presence in this area to stay competitive in the long term.”

 

Advertising is an extremely important player to promote an app. 7 out of 10 Indians said they downloaded an app during quarantine after seeing an ad on social networks, on TV, or a different app. 58% of respondents downloaded an app because of ‘Word of mouth’ and recommendations of family and friends.

 

50% of millennials and 49% of boomers said that they were most likely to delete the apps they have downloaded due to the lockdown. Whereas 79% of millennials and 83% of boomers said that they plan to make an in-app purchase they downloaded during the lockdown.

The survey also revealed that in the last 6 months, the highest share of respondents downloaded a streaming video app (85%), music app (81%), and/or retail shopping app (79%). It also highlighted that younger generations are slightly more likely than older ones to download a paid app.

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