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Tag: Recogn

  • The number of voice commerce shoppers in India poised to grow at a rate of 103%: WATInsights report

    The number of voice commerce shoppers in India poised to grow at a rate of 103%: WATInsights report

    MUMBAI: Voice Commerce is making its way into the Indian customers’ shopping habits faster than ever. The number of voice shoppers in India is poised to grow at an impressive rate of 103 per cent by the end of 2022 to reach 168 million voice shoppers, according to the latest report of WATInsights – Digital commerce series. For the record, there are 83 million voice shoppers in India presently, suggesting that it has already seen an uptick.  

    WATConsult, an Isobar Company & hybrid digital agency from dentsu India, has released its fourth report on the digital commerce series, titled ‘Digital Commerce in India – Voice Commerce’. The report by the agency’s research division, Recogn, shares insights on the ever-increasing adoption of Voice Commerce, the evolution of conversational AI solutions, challenges associated with voice-activated assistants and sentiments of consumers towards using this emerging branch of digital marketing.

    There is a paradigm shift in the way searches are performed as users turn to voice for searching and shopping for products online. As per the report, 42 per cent of the females have used voice assistants for online shopping, while most youngsters belonging to the age group of 18-24 years have frequently used the assistant enabled devices to shop online. Additionally, the majority of the working professionals residing in the top four metros and next five metros have also used voice assistants for online shopping.

    It is pertinent to note here that, in India, the use of voice technology for shopping is at a nascent stage and only one-third of the users have used voice assistants to purchase products online, as per the report.

    The report stated that most female voice commerce shoppers are concerned about the privacy and security of the financial data while shopping online using voice, withstanding the benefits of the platform. However, the challenge for older customers belonging to the age group of 65 years and above is the inability to break through the habit of typing and searching for products online.  

    Commenting on the latest issue of WATInsights, Isobar India group CEO Heeru Dingra said, “Voice integrated with online commerce is transforming the future of digital commerce and revolutionising the B2B and B2C e-commerce in India. With artificial intelligence and native language processing undergoing a massive transformation, voice commerce will help a great deal in increasing consumer confidence and improve conversion prospects for brands and businesses.”

    Voice simplifies the online shopping experience, enabling voice-enabled searches to be immensely popular and widely adopted. Voice commerce offers a natural user interface and experience, thus, making it appear as a game-changer for retail and e-commerce brands. To offer a personalised digital shopping experience, retailers are optimising their stores for voice commerce by further investing in upgrading their e-commerce capabilities, technology & platforms. Over time, voice shopping has influenced the way customers purchase online. It has also affected their shopping behaviour, making it even more crucial for businesses to include a voice in their marketing strategies.

    WATConsult managing partner Sahil Shah added, “I vividly remember ordering from Amazon Alexa device for the very first time. It was an extremely smooth and native experience, compared to what I had thought it would be. With the ecosystem developing at breakneck speed, including both hardware and software, voice commerce is here to stay and scale-up for sure. What is exciting to see is who wins the race and commands a significant pie of the voice commerce market; also, how brands scale up their voice-led experiences in a digital-first world? And no, it is not just the basic things one can order, it is everything from paying bills to buying groceries to booking a movie ticket to ordering for a hyperlocal delivery; all with the power of your voice.”

    WATInsights are periodically published reports based on primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to its audience. WATInsights delve into the different aspects of the digital industry, consumer behaviour, and more. Additionally, the research also covers topics like Instagram in India – users’ perspective, voice technology in India, and the usage of the internet in the local language.

     

  • WATConsult finds 70% of internet users to access in local languages by Dec 2020

    WATConsult finds 70% of internet users to access in local languages by Dec 2020

    MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, under its market research division –Recogn, has unveiled its latest report on ‘Digital, Diverse & Multilingual India’. The report maps digital content consumption patterns of Indian users across local and regional languages. It also shares an in-depth analysis of the users’ preferences inside the Indian demography.

    Over the past few years, internet usage behaviour has changed tremendously with more users accessing the internet in their respective languages. Also, whilst most Indians are well-versed in at least two languages, it is observed that they are more comfortable accessing information in their local dialects. Consequently, a variety of digital solutions along with mobile and internet applications have recently been introduced in several local languages to cater to such consumer demands.

    This report, therefore, brings afore the digital content consumption patterns of these users across categories such as music, video streaming, and short-and-long-format content, amongst others. For a deeper understanding of the audience, the report has further segmented them into categories like functional users, casual users, students, etc.

    Below are the key findings of the report: 

        By December 2020, WATConsult estimates that close to 70% of all internet users will access the internet in their local languages.

        A majority of Indians prefer watching content around food, entertainment and education in their local language.

        Video content on technology, gadgets, fashion, and sports are preferred to be consumed in English.

        57% of the audiences watch online videos several times a day. YouTube is the most used application to watch and consume online video content, followed by Hotstar     and JioTV.

        There has been a great transition in the music streaming market with the advent of global players like Spotify, YouTube Music, and others. The audiences prefer     listening to music in their local or regional languages because it builds an emotional connect.

        While browsing on social media platforms, more than one-fourth of the users like to consume content related to memes, videos, images, etc. in their local language.
        More than one-fourth of the users feel that the search results in their local language is inaccurate.

        43% of the housewives feel that there are limited options to choose the language on online shopping websites. Lack of this local language feature does not result in a suitable experience that the customer is looking for.

    Speaking on the report WATConsult CEO Heeru Dingra said, “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries. Since India is a diverse country with multiple languages and dialects, we believe that it is extremely important to approach consumers in the languages they prefer. While it is a mammoth challenge to process and train all the data for so many different languages, the insights presented in the report would benefit marketers significantly in chalking their way ahead.”

    The report can be viewed on: (https://www.watconsult.com/watinsights/local-language/)and is available for download at Rs. 999.

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  • WATInsights launched under Recogn

    MUMBAI: WATConsult, a leading and most awarded digital and social media agency, part of the Dentsu Aegis Network, has launched a new property called WATInsights, under its market research division, Recogn.

    WATInsights will offer periodic reports which provide powerful insights and trends on the Indian digital landscape. Through these reports, WATConsult aims to help marketers understand the digital consumer better and translate the insights into actionable strategies.

    The first report released is based on the usage of brand apps and their impact on brand consideration. Below are the key findings of the study:

    · 81% of respondents are currently using or have used brand app(s), while 19% have never used them
    · Majority of the respondents use news related brand apps followed by over-the-top (OTT) apps and business / finance apps
    · 76% of respondents discovered brand apps through their friends and family and 66% were influenced by them to install
    o 46% discovered via ads featured on traditional media platforms (TV, radio, newspapers) and 48% were influenced by them
    o 58% discovered brand apps via in-built app stores and 40% were influenced. Surprisingly, 20% discovered brand apps at the point of purchase and installed them straightaway
    · Relevance, Usability and Entertainment are the factors essential for improving the satisfaction levels of brand app users
    · A large majority of users are more likely to purchase a brand product / service after using the brand app than watching the brand’s add on media

    WATConsult CEO Rajiv Dingra said, “The changing demographics and technologies have brought about a shift in the way consumers engage with brands, products and services. The customers’ purchase and consumption behaviour is in a state of constant flux and marketers need to keep pace with this to stay relevant. Keeping this is mind, we have launched WATInsights, which will showcase industry insights and help marketers take better decisions in creating campaigns.”

    The entire report can be viewed on – http://recogn.in/watinsights.php