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Indian consumers spend up to 187 pc on brands they follow online: Research

Integrated
communications agency Waggener Edstrom Communications (WE) released the
findings of a research titled ‘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 ten Asia Pacific markets including India, to look
at the impact of brand storytelling online on driving key consumer behaviors
such as brand advocacy, spending, and engagement across six business
categories.

Integrated
communications agency Waggener Edstrom Communications (WE) released the
findings of a research titled ‘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 ten Asia Pacific markets including India, to look
at the impact of brand storytelling online on driving key consumer behaviors
such as brand advocacy, spending, and engagement across six business
categories.

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

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.

Stephen Tracy, APAC Lead at Waggener Edstrom’s Insight & Analytics
(I&A) practice, said, “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 per cent more than those that don’t.”

India

A staggering
97 per cent 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 per cent 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 per cent and even ahead of the Indian travel
and tourism sector at 68 per cent.

Madhuri Sen, Managing Director – India at Waggener Edstrom, said, “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.”

Sen added, “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.”

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