A consumer survey report by Deloitte reveals that Indian consumers are turning out to be more tech-savvy, convenience seeker and one that has evolved as socially conscious because of social distancing.
Also, as per Wave 7 of the Deloitte Global State of the Consumer tracker, the consumers now are more cautious about the health and safety and are embracing digital channels for shopping of goods and are making selective choices for leisure and entertainment.
The consumers are switching to online shopping for everyday essential too, which includes groceries (55 per cent), household (49 per cent) and medicines (44 per cent), while the discretionary spending online has notably increased with demand to buy apparels (53 per cent) and electronics (50 per cent).
Furthermore, the time spent on mobile internet has gone up by 52 per cent and digital entertainment by 36 per cent and still continues to go up as compared in the last 4 weeks.
Also, to avoid getting the infection they are now avoiding point of sale terminals and cash transactions. “COVID-19 has shifted the focus of Indian consumers towards an online digital experience even as organisations are redefining their business operations to make the last mile delivery seamless and by ensuring safety and hygiene to meet the new expectations of the consumers,” said Porus Doctor, Partner and Leader, Consumer Industry, Deloitte India while speaking on the Global Consumer Tracker.
The increase in the online channel adoption is due to the COVID crisis, which has left social distancing as the only safest way to avoid infecting till the time no vaccine is developed.
Porus, further, believes that the expectations to a seamless shopping experience are poised to grow and companies are fast catching up with this eventually.
The study is an analysis from a survey of 1,000 people over a period of 90 days in India.