Most travel, music, movie purchases moving online: Study

Other key findings show 31 per cent of online shoppers cite saving time or effort as their main reason for shopping online, while 28 per cent are driven by attractive discounts and promotions, another 21 per cent cite the convenience to shop anywhere, anytime. However, non-authentic goods, unreliable delivery and lack of quality control still act as barriers in this space.

Interestingly, 75 per cent online shoppers in Kolkata are open to mobile transactions compared to 64 per cent in Chennai and 57 per cent in Delhi. Online shoppers in metros like Mumbai and Bangalore seem more cautious with less than 35 per cent of them preferring mobile transactions over other mode of payments, the study found.

While 79 per cent prefer buying on a mobile device, only 9 per cent opt for PC/laptop and 12 per cent in a physical store. Over 90 per cent of the consumers use mobile devices for quick and frequent purchases of Travel, Music & Movies.

About 36 per cent consumers prefer buying high-consideration products like Insurance on their PC/ Laptop, while 24 per cent consumers prefer buying health supplements on PC/ Laptop. Categories with significant in-store purchases include personal hygiene (30 per cent) and luxury accessories (27 per cent).

“The study shows that the consumer path-to-purchase is turning more complex and nonlinear, with mobile at the center of this evolution. As mobile devices become more important in the consumer’s last mile of purchase decision, brands need to build targeted, more seamless shopping experiences across all channels to strengthen sales and acquire new customers,” said Francis Che, Head of Insights, APAC, Yahoo.

M A Parthasarathy, Chief Product Officer, Mindshare South Asia said the research highlights the role of mobile from the top of funnel to the bottom and how it varies across product categories. “It will help us develop sharper, more connected communication strategies for brands.”