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COVID 19 and Indian consumer behavior

Blog: NASSCOM Official Blog

Across the globe, COVID-19 has hit us at the primal level. The 3 things which we had understood i.e. protect me and my family, my livelihood, and my way of life. The Indian consumer is grappling with this immediate effect of this outbreak. Below are some of the recent observations in Indian consumer behavior.

During this pandemic period, most of the consumers have adopted the digital way of living therefore there is an increase in digital penetration in the nation. According to Nielsen, the time spent on mobile has increased towards more than 5 hours per day. Also, Internet users have started revisiting their broadband plan as internet usage has surged 4 times since April 2020. According to Google, the search trend has also changed drastically, for instance in 2019 consumer search volume was inclined towards best headset, the best skincare brand, etc. and in 2020 that has changed to the best trading platform, best movies on YouTube. There also has been seen as a new trend in online grocery, online pharmacy, etc.

Consumer behaviors seem to have changed for good across below dimensions,

Digital customer journey: There is a continuation and significant surge in new users and order on online grocery stores like the big basket, grofers, supr daily. The same scenario can be seen in the pharma and trading industry as well. firms like Pharm easy, Medlife have been seen a high spike in orders. Looking at these trends some of the firms diverted from their existing line of business to grocery delivery for example Zomato.

Hyperlocal and online communication: Post imposition of lockdown, many organizations in India started using virtual collaboration tools such as Zoom, Slack, Microsoft Teams, etc. to be virtually connected.

Healthy Living: The other good thing about lockdown is in a surge of health living wherein Companies like cure. Fit, Sarva, and Portea and others are providing a digital way of a healthy lifestyle. There are few best examples which I had observed like Portea giving live video consulting facility physiotherapy and Rolled out classes on Instagram earlier this week, saw 1,000-1,500 people have been attending sessions every day.

Digital Content consumption: Post lockdown, digital consumption with respect to songs and binge-watching series, .and movies has been seen as a huge spike with their viewability like Netflix, amazon prime, and voot to name a few. These OTT have been penetrated in tier 2 cities as well which helps them to increase their market share in India

Impact on Social Media: Audience on Facebook and Instagram have been reacting to coronavirus related content. They are appreciating brands that are creating content that has a positive note. Below is the graph from social baker which showcases brand communicating coronavirus.

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