How Often Do India's Digital Buyers Shop? - eMarketer

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How Often Do India's Digital Buyers Shop?

Digital purchases get somewhat more frequent

March 7, 2016

Digital buyers in India have not much changed the frequency with which they shop digitally or in-store, according to longitudinal research.

Frequency with Which Digital Buyers in India Shop In-Store vs. Digitally, 2013-2015 (% of respondents)

2015 research from Retailers Association of India (RAI) and PricewaterhouseCoopers (PwC) found that 12% of digital buyers in the country shopped via digital channels on a daily basis. That was up 3 points from 2013, for an increase of 33%.

Weekly digital shopping enjoyed a similar jump, from 31% of respondents in 2013 to 39% in 2015, or an increase of about 26% over two years.

Monthly rates of digital buying held steady over the same period, at around a third of digital buyers.

But store shopping habits had barely budged: 16% of digital buyers made in-store purchases daily last year, compared to 15% in 2013. Weekly in-store shopping was flat at 32% in 2015, and monthly shopping habits had dropped slightly, from 32% to 28% over two years.

eMarketer estimates that 82.3 million people in India made at least one purchase in 2015 via digital channels, up 52.0% over 2014. That’s still a tiny figure in the country of more than 1 billion, however, and amounted to just 37.3% of internet users in 2015. By 2019, the end of eMarketer’s forecast period, nearly a quarter of a billion people in India will make purchases digitally.

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