MUMBAI: Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.
Created by Kantar Media based on consumer insights, the report uses data and reference from various business units within Kantar and a host of syndicated studies such as- Target Group Index –Kantar IMRB, Global MONITOR 2018- Kantar Consulting, Kantar Worldpanel, eMarketPulse- Kantar IMRB. It outlines provide sharp insights to brands on what to expect from the market and solutions to reach out to the consumers in the most effective manner.
The report further reads, “91 per cent of the people surveyed by Cashkaro.com said that they will spend more money on e-commerce sites in 2019. A massive part of that growth is expected to come from services, with specialized platforms gaining popularity over marketplaces. At-home service platforms like HouseJoy and UrbanClap have witnessed exponential growth in customers and service providers alike.”
“There’s a massive B2B opportunity for food, beverage and grooming brands to fulfil the unique needs of the service providers – in the form of new products and new ideas,” it adds.
Another key prediction made by the report reveals that 68 per cent of Indians agree that they are free to shape their identities and transform themselves in whatever way they want. Thus, brands and categories which recognise the consumer, for who they are and where they are, will flourish and user-generated content will grow by leaps and bounds.
It also shared that brands will have to create a stable, positive environment, and enable support groups to change the discourse of negativity on media platforms as 47 per cent of Indians agreed to being feeling stressed these days. The percentage has increased from 39 per cent in 2017.
Another interesting insight noted by the report is that 76 per cent of Indians are looking for new experiences and sensations that will liven up their everyday activities, reveals the business and brands predictions report 2019. The report further predicted that many brands will be leveraging the power of ‘senses’ to attract the consumers. “With gaming no more (being) a niche experience, it presents a fantastic opportunity for brands to both be involved in the game ecosystem and to gamify their user experience,” it read.
Also, ‘digital detox’ is emerging as big business as 53 per cent of Indians (amongst those who use the internet) say that they wish social media had less of an influence in their lives.
The report mentions, “The travel and leisure industry has much to feel optimistic about as more Indians seek physical and social in-person experiences. In the face of uncertainty and pessimism, this kind of reconnection and exploration provides platforms for stability. In 2019, we expect even more brands and industries to find opportunity in addressing the growing realization of the perils of technology engagement, particularly at a young age. Others will rekindle the nostalgia of relationships, memories, and places that allow us to rediscover ourselves.”
Kantar Insights Division CEO—South Asia Preeti Reddy said, “At Kantar, we recognise that it is imperative to achieve a balance of human insight and data-enabled decisions in both the business world and our personal worlds. While data might give us the confidence to believe, our personal experience and foresight give us the guidance to act differently and courageously. In identifying the key trends and how they may manifest over the coming year, we have attempted to exhibit that spirit of digging deep and finding stability.”
