Social Media Ads May Influence 66% Of Festive Purchase Decision: Report

A study on Thursday revealed that personalised content through social channels advertising is likely to influence 66 per cent of Diwali shopping purchase decisions if business owners pitch consumers through instant messaging.

The study based on YouGov commissioned by Meta said personalised content through ads on social channels is becoming more important for shoppers as it focuses on local language with online video emerging popularly among consumers.

It underlined 76 per cent of Diwali shoppers prefer to see advertising in the local language and the demand is significantly growing year-on-year.

The study found that 66 per cent of Diwali shoppers agreed that creators influence their purchase decisions. It said 8 in 10 shoppers used WhatsApp (64 per cent), Instagram (39 per cent) and Messenger (38 per cent) to engage with a business during Diwali. 

Furthermore, it suggested a noticeable increase in the proportion of Diwali shoppers that are likely to use AR/VR tools to explore products. It stressed 3 out of 5 shoppers feel AR experiences help get them into the Diwali spirit and ultimately help their purchase decisions.

In addition to Diwali, the study revealed almost 8 in 10 consumers also shopped for Raksha Bandhan and Dussehra in 2022.