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Indian Men Shop 3 Times More Than Indian Women: Report By Sokrati Reveals Interesting Insights

Indian Men Shop 3 Times More Than Indian Women: Report By Sokrati Reveals Interesting Insights

The Indian ecommerce market has grown in leaps and bounds in the last few years. It is expected to be worth $38 Bn, a 65% jump over its net value of $23 Bn in 2015. Also, India’s online Indian population is estimated to cross the 450 Mn mark in 2016—a growth of 30% YoY and covering nearly 35% of the Indian population—according to Internet Live Stats.

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Despite such rave statistics, etailers are constantly struggling with issues like cart abandonment, lower click through rates and order cancellation. Digital media firm Sokrati recently conducted a research titled “Indian Ecommerce Web Trends,” that included data from 100+ retailers during Q1 2016. It focused only on web data, across desktop and mobile devices. As per the report, an average Indian shopper has made 1.2 purchases in Jan-Feb-Mar 2016. Certain niche categories like sports & fitness have seen higher repeat purchases than others, that too on larger screens.

Here are some major findings from the report:

Indian men shop online 3 times more than Indian women

Indian men shop online more than women and convert 75% better, with about 21% higher average order value. Also, they tend to take the final call on high ticket items, especially in categories like Electronics and Furniture.

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8 out of every 10 orders come from tier-1

Tier-I cities massively dominate the online purchase scene in India with eight out of every 10 orders coming from them. Even the average order values are 40% higher than other tiers, owing to factors such as higher disposable incomes, proportionately better access to larger screens, high speed internet, and overall better logistics.

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65% of shoppers still prefer personal computer

Realistically, larger screens (12”+) offer a much richer experience for online shoppers, enabling them to do better product research (price comparisons, reviews, etc) before zeroing in on a product. Research shows that more than 65% shoppers still prefers PCs and they also have a 23% higher average order value compared to smartphones.

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CoD is still the most preferred payment mode

Although, there is a push for cashless economy with plastic payments and net banking, when it comes to online purchases, CoD still takes 70% of the pie. However, it has been seen that average order value on online payments and cards is 20% higher than that on CoD.

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Impulsive categories like clothing and mobile accessories make up 60% of online purchases

Indian shoppers love to spend on accessorising themselves or their smartphones, with over 60% transactions occurring in these two categories. In terms of average order values and overall revenues, electronics still rule all other categories.

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60% Of all online purchases happen during business hours

Indian shoppers prefer office hours, i.e. 12pm-5pm on weekdays, to complete most of their online shopping; with Wednesdays & Thursdays getting most of the orders.

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Some Interesting Facts!!

  • Click through rates (CTR) are higher for men when your ad creatives have darker background shade with price oriented messaging vs. lighter coloured shades for women with popularity oriented messaging.
  • Incorporating regional tastes in your image creative depending on your targeting could boost click through rates (CTR) by up to 60%.
  • Web analytics is very well-evolved compared to mobile app analytics. It provides amazing data to analyse and optimise the entire experience for a shopper.
  • Ad creatives with multiple product angles tend to have higher click throughs and drive high intent customers than those with only a single product angle.

Access the full report here.