MxMIndia

Tag: Recogn

  • The latest report from the agency’s research vertical, Recogn, decodes Instagram in India from a user's perspective and gives a scoop on how it is helping brands drive sales

    Majority of Instagram users willing to shop on the platform, notes WATConsult report

    By A Correspondent

     

    WatConsult, under its market research division, Recogn has launched its latest report on Instagram in India from a user’s perspective. The report focuses on the user’s point of view on Instagram, highlighting usage patterns, content like ability, celebrity influence and what pushes them to shop on the platform. Interestingly, ads on Instagram that are perceived to be appealing lead users to search for more information for the said products or services, enabling users to shop.

     

    More than 75 per cent of the shoppers have had a satisfactory experience while shopping from Instagram and a majority of them are likely to shop in the future as well. Instagram, which was perceived to be a discovery platform because of visual nature and stickiness, has over time transformed itself into a platform that induces discovery as well as an influence leading to a purchase decision.

     

    Here are some key findings of the report:

    Currently, Instagram has 117.1 million monthly active users and average time spent per user is 45 minutes

    Instagrammers spend most of the time on the platform in the evening between 4-8 PM

    For the users to be willing to purchase something on Instagram, they need to be made aware of the authenticity of the product. More than 75% of the shoppers have had a satisfactory experience while shopping from Instagram and a majority are likely to shop in the future

    84% of the users are influenced by the platform resulting in likelihood to shop via Instagram

    More than 50 per cent of the consumers have shopped using Instagram. Close to 75 per cent of the users from small metros and small towns have shopped using Instagram

    51 per cent of the Instagrammers access it at least once a day with a large proportion of Instagram users accessing it multiple times in a day

     

    Said Rajiv Dingra, Founder and CEO, WatConsult: “Instagram as a platform has grown tremendously in the last two years, and the user adaption rate is very quick. The app has a strong presence in the remotest of the city in our country. With this report, we are bringing forward to the industry, the behavioral patterns of the users, shopping habits and trends which can indeed add value to the brands in terms of shaping their marketing strategies.”

     

     

  • WATConsult, which is currently in its 10th year, and now a part of Dentsu Aegis Network and is headquartered in Mumbai with branch offices in Delhi and Bangalore

    WATConsult launches a new research division – Recogn

    By A Correspondent

     

    WATConsult, which is now part of the Dentsu Aegis Network, has launched a new research division – Recogn.

     

    Recogn is a speciality research unit which provides research based consulting solutions in areas of marketing, brand, product and consumer strategy. All these services are provided in-house using primary research tools (qualitative and quantitative) along with secondary desk research and social media analytics.

     

    WATConsult now enters the space of Market Research with Recogn. The launch of this division directly is in accordance with their understanding of the digital audience, providing marketers with deeper insights into the minds of digital consumers and helping them create more focussed digital strategies.

     

    The agency has already bagged their first assignment under Recogn wherein they have partnered with National Restaurant Association of India (NRAI) to contribute a chapter on ‘Digital Marketing Practices’ among the food services sector for NRAI India Food Services Report 2016 (NRAI IFSR 2016).

     

    Commenting on the launch of Recogn, Rajiv Dingra, Founder and CEO, WATConsult said, “Recogn will serve as a starting point to build stronger creative and media strategies for brands keeping consumer behaviour at the core. With the base of Internet users in India increasing 50% Year over Year (YOY), digital has become the preferred screen in terms of time spent and information sought. This presents brands and marketers with a pressing need to understand the new age digital consumer and align the digital media strategy according to consumer behaviour and prevalent trends. With Recogn we look forward to provide the same to them.”

     

    WATConsult, which is currently in its 10th year, and now a part of Dentsu Aegis Network and is headquartered in Mumbai with branch offices in Delhi and Bangalore.