About The Research
Festivals are at the heart of peoples’ lives in India. The festive
season from September till the end of December is the most
magical time of the year—for both consumers and retailers. It all
starts with Ganesh Chaturthi, followed by 'Navaratri’ -the nine-
day festival and Diwali –the festival of lights and finally
culminates with Christmas and New Year’s.
This period is mostly considered an auspicious time for shopping
in India. Consumers loosen their purse strings providing
businesses the opportunity to capitalise with multiple new
product launches and festive season sales.
To take full advantage of this bumper-shopping time and to
entice Indian shoppers, it becomes important for marketers to
understand the modern festive season shopper and the role
mobile plays in their lives.
In August 2018, InMobi surveyed over 4000+ mobile users in India
to find out how they plan to shop for the festive season this year.
This research report details those findings.
CONTENTS
1. Research Objective & Methodology
2. Key Findings -I : The Festive Season Opportunity
3. Key Findings -II: The Role of Mobile In The Festivities
4. Implications for Advertisers
Research Objective
InMobi conducted this research study to better understand the shopping
sentiments of Indian consumers this festive season,which in turn will
provide marketers with a framework for fine-tuning their mobile strategies.
The main objectives of this study were to:
Gain an in-depth understanding of how consumers
plan to shop this festive season
Understand the growing role of mobile devices in
shopping and purchasing during festive season
Deep-dive into Indian mobile shopping behaviour by
audience segments, city tier cuts, income etc.。