India wants to connect with a business the same way they chat with their friends and family, 86 percent of adults message a business at least once a week, considerably higher than the global average of 66 percent.
The global ‘Business Messaging Usage’ research by Kantar, commissioned by Meta delves into the growing messaging preferences among consumers while communicating with a business.
According to the research, the pandemic has changed the way people communicate with their favorite businesses. The majority (83 percent) of the people surveyed expect businesses to deploy quick and easy modes of communication, such as messaging.
72 percent of the people surveyed in India said they message with a business more often since the start of the pandemic. Moreover, 75 percent are more likely to do business with or purchase from a company that they can contact via messaging.
“We are seeing a massive shift in the way people and businesses communicate. Today, customers not only want a quick and easy way to connect with brands, but they also want to engage with a brand to learn more about their product while considering a purchase. In India, as the festive demand picks up, the WhatsApp Business Platform is serving as a simple and scalable solution for many brands to stay close to their customers, provide product information, give personalized offers, get post-purchase feedback, and build richer customer engagement journeys," said Ravi Garg, Director Business Messaging, Meta.
With over 400 million users in India, WhatsApp is one of the most frequently used platforms for communication. Understanding evolving consumer needs, WhatsApp has built specific solutions for businesses to connect with their users.
People in India increasingly prefer messaging over other forms of communication such as email, calls, or websites.
More than 70 percent of Indians surveyed said they prefer to message businesses rather than send an email, call, or visit their website while, 75 percent of Indians surveyed said they are more likely to do business with or purchase from a company that they can contact via messaging.
“Conversational messaging is not only helping brands connect with consumers but also build brand experiences that grow their business. In India, businesses in various verticals including e-commerce, retail, financial services, travel, and hospitality are using business messaging to build interactive and personalized 1:1 customer journeys, especially during this festive season” said Ravi Sundararajan, Chief Operating Officer, Gupshup.
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