Zivame.com, an online lingerie brand, is tapping micro-blogging site Twitter to interact with its customers, mostly women, on a daily basis.
It does about 1,000 transactions a day, says its founder Richa Kar. For Zivame and many other online and offline players, the findings of a recent Google study titled “Women and Web’ would be of interest.
The study finds 40 per cent of India’s 150 million Internet users are women. Easy access to Internet at homes, cyber cafes, offices and growing adoption of smart phones, has helped affluent and young women to make their purchase decision online.
Rajan Anandan, Managing Director, Google India, told Business Line, “It is a big surprise that from just four million in 2008, the number of women users has gone up to 60 million. The entry of e-commerce in India and growth of smartphones are responsible for the growth. The number can go up to 120 million by 2015.”
The adoption of e-commerce by women in India is rising, with one in four shoppers buying baby products online. Women have also emerged as strong brand advocates with 80 per cent saying they recommend their purchases to other women and 25 per cent stating that they share it online.
Anandan further said that the data clearly indicate that the Internet is empowering Indian women with easy access to information and helping them to make more informed decisions in their day-to-day life. According to the study, women searched mostly for premium apparel brands, skincare and baby products online, before deciding their final purchase.
Skincare, haircare, food and drink were the fastest growing search categories, with queries coming from mobile phones growing rapidly and accounting for almost 25 per cent of total query volumes in these categories.
Some of the top searched brands are Zara, Louis Vuitton, Ray Ban, Swarovski, and Victoria Secret amongst other Indian brands such as Fab India, Tanishq, Cadbury and Amul. Most searched online retailers were Firstcry.com and babyoye.com.
Source- Business Line