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40% Of Twitter’s Audience Are Looking For Promotional Offers From Brands: Twitter
Total 54% of shoppers on Twitter in India spend time looking for the best deals and 52% use discounts codes or coupons.
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Twitter’s recent study of conversations in India revealed what consumers are looking for this Diwali, and how brands can join the celebrations. The company has released interesting data around festive conversations pointing towards what people are looking forward to for Diwali this year, and what they’re expecting from brands.
How are consumers feeling about Diwali 2021?
During Diwali week in 2020, 85% of Indians on Twitter celebrated Diwali and spoke about it on the service. Total 82% mentions of the festival last year resonated with joy. Moreover, 97% of these conversations echoed a positive or neutral sentiment.
To give a reference, during the week of the festival in 2020, there were over 2.2 million mentions of Diwali on Twitter in the country.
The Twitter study reveals that 61% of people on Twitter feel comfortable gathering with their folks in celebration. While 36% are also looking forward to heart-warming content on people being together. Moreover, some will still be exchanging wishes over their screens, and 18% want brands to help them celebrate virtually.
What are consumers talking about this festive season?
According to Twitter insights, 48% of the people on Twitter in India will be spending more of the festive week watching TV or streaming their favourite rom-coms or thrillers on OTT services this year. Not just that - 61% of these audiences plan to talk about their favourite series or movies on social media. While 26% of people are looking forward to entertainment and sports content, 30% want to be amused by comedy content this season.
In addition to entertainment and fun, another elemental festive behaviour among Indians is shopping. Over the past year, more and more people have shifted to making purchases online, and they’ve been talking about it on Twitter. In fact, between 01 September 2020 to 30 September 2021, there had been 13.51 million conversations around online shopping on Twitter in India, recording a 97% year-on-year growth.
During this year’s festive season, 52% of people on Twitter will be taking the virtual route and using more shopping apps to buy a range of products including tech/gadgets (35%), apparel, shoes and bags (33%), furniture and household appliances (28%), gold, jewellery and watches (24%), etc, the study reveals. At the same time, 44% will be spending on food and beverages, and 33% of them will be using food delivery apps.
When talking about making online purchases, 54% of shoppers on Twitter in India spend time looking for the best deals and 52% use discounts codes or coupons. This Diwali too, 40% of Twitter’s audience are looking for exciting deals and promotional offers from brands, the report noted.
Consumers want brands to be socially responsible
Twitter reveals that people in India are becoming increasingly conscious about their impact on the environment. While 64% are concerned about air pollution, 53% want brands to address how noise overload impacts animals, nature and fellow humans. 45% are thinking about excess waste pollution and want brands to produce sustainably.