Indian consumers buy essentials offline, discretionary goods online: YouGov

NEW DELHI: Shoppers in India bought more essentials offline while making more discretionary purchases online over the last three months, according to findings of a survey carried out by research group YouGov.

Consumers shifted between shopping for essential goods such as food and beverages, and medical supplies in stores while buying clothing, mobile phones, cosmetics, and footwear online, the survey said.

“In terms of discretionary items, clothing (45% online vs 34% brick-and-motor) and mobile phones (29% vs 15%) are sectors that showed greater online penetration. When asked about factors that motivate consumers to buy online, home delivery emerged as the top reason cited by consumers globally, with highest numbers coming from Mexico and India,” YouGov said in its findings.