According to Comscore, India’s online population
is around 165 million.As expected, females comprise only 39% of the Indian
Internet population. Besides this, they also spend less time online than men.
Average time spent online by female is about 10.8 hours per visit, whereas for
men it is 12.7 hours. Breaking these segments age wise, females falling in the
age group of 35-44 years are the heaviest Internet users. Among men, 25-34
year-olds are the heaviest Internet users. Social Media Usage is on rise with
better connectivity and increase internet usage on mobile phones. Indians spend
around 3 hrs per day on social media, with facebook being the most popular site
in India.
House
Wives in tier 1 and tier 2 cities use the social media to keep in touch with
their friends/family and for voyeuristic reasons. They are also influenced by
friends and family in their purchasing decisions. Social Media provides the
ideal platform for marketers to engage with housewives and rope them easily for
advocating the brands. There have been numerous examples of successes such as
the Kellogg’s Special K campaign, Sunsilk’s sunsilkgangofgirls.com, Cadbury’s ‘Celebrate with
Cadbury Dairy Milk and Tata Tea ‘One Billion Votes’, Knorr Cup-A-Soup which have captivated
housewives. At the same time social media sites can provide a platform for
negative WOM which can even deter existing consumers. Therefore marketers must
be responsive to customers and resolve complaints as soon as possible. FMCG
brands should use social media to engage house Wives mostly for personal care
products as influencers play a major role in purchase behavior
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