Over 54 per cent consumers claim that they prefer hybrid shopping, which includes both online and offline methods, according to a report by advertising technology unicorn InMobi.
In lead-up to the festival season, as many as 84 per cent of consumers have increased their shopping budgets compared to last year, the report said, which surveyed over 1,000 Indian mobile users.
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"With 78 per cent of consumers planning to shop on their smartphones, mobile is the most crucial channel for brands this festival season, making it imperative for them to embrace a mobile-first approach in their marketing strategies. This approach will enable an authentic connection with the Indian festive shopper of 2023," said Vasuta Agarwal, chief business officer, Consumer Advertising Platform, InMobi.