¼ consumers follow influencers online, 40% of them follow more than 5 influencers: Kantar

According to Kantar’s recent report, 1/4th of consumers follow influencers on social media platforms, and of these 40% follow more than five influencers. The average number of influencers followed is 7.5.

The report further stated that digital is more effective when content is customised for the environment. Integrated campaigns with customised creative records 67% impact.

531 million are active social media users of which 52% are millennials. This is predicted to touch 600 Mn by 2025

As per the report, 1/3rd of consumers are buying from social platforms which will only accelerate. 77 million online shoppers bought through social commerce platforms in India in 2021.

As digital acceleration reshapes consumer attitudes and expectations in India, Kantar, the world’s leading marketing data and analytics company, releases a comprehensive Digital environment scan and outlook for the year.

The report, using data from Kantar’s syndicated assets like ICUBE, Global Issues Monitor, along with Kantar’s Connect, BLI and CrossMedia database, navigates through India’s fast-changing digital landscape which reflects shopping behaviour, digital payments, digital ad spends by brands and marketers, content consumption on social media and an emerging category of the D2C ecosystem. It also provides actionable recommendations to brands and marketers to leverage the current trends to win in this digital-first era.

Soumya Mohanty, Managing Director and Chief Client Officer, South Asia, Insights Division, Kantar said, “India is digitising at a faster pace than ever before. Women, in rural will drive this in future and it will also become more cross-generational. As consumers spend more time online, it is important to get a holistic picture of how to reach them, sell to them, talk to them, and build brands for them. Kantar’s slew of digital offers helps marketers navigate Phygital seamlessly.”

Biswapriya Bhattacharya, Director, B2B and Technology, South Asia, Insights Division, Kantar, said, “The growth of the digitally connected consumers is also leading to the emergence and growth of digitally engaged MSMEs. They are empowering and enabling innovative growth in multiple areas like commerce & transaction, marketing & communication, productivity & efficiency enhancement, entertainment, etc. The collective thrust of the digitally connected consumers and the digitally enabled MSMEs, coupled with strong ecosystem enablers like the 5G, ONDC, AI, etc. will be critical to India achieving its goal of creating a USD 1 Trillion digital economy.”