8 in 10 shoppers used WhatsApp to engage with business during Diwali: Study

Meta Marketing Summit 2023: A recent study by Meta has stated that 8 in 10 shoppers used WahtsApp to engage with a business during the festive season of Diwali. The study also highlighted the fact that personalized content through ads on social channels is becoming more important for shoppers. It also throws light on how consumers are discovering products and services, shopping, and celebrating festivals like Diwali and beyond. 

Here are key insights from the Meta commissioned study by YouGov: 

• Personalized content through ads on social channels is becoming more important for Diwali shoppers, with 69 per cent agreeing that it was easier to complete their Diwali shopping with personalized products and gift suggestions on Facebook and Instagram. 
   
• Diwali shoppers seek online content in their local language. 76 per cent of Diwali shoppers prefer to see advertising in the local language, growing significantly year-on-year. 
   
• Engagement with online video happens on Meta technologies. 8 in 10 Diwali shoppers use Meta technologies to watch videos. Meta technologies are the most important channel for short-form videos (87 per cent) and creator content (79 per cent). 

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• Influencer and creator content influence purchases, as 66 per cent of Diwali shoppers agree that creators influence their purchase decisions. 
   
• Business  Messaging continues to grow in India during Diwali. 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. 66 per cent of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging. 
   
• VR & AR are valued during Diwali. There is a noticeable increase in the proportion of Diwali shoppers likely to use AR/VR tools to explore products. 3 out of 5 shoppers feel AR experiences help get them into the Diwali spirit, and ultimately help their purchase decisions.
   
• Raksha Bandhan and Dussehra offer sales potential that nearly match Diwali. In addition to Diwali, almost 8 in 10 also shopped for Raksha Bandhan and Dussehra in 2022.