There’s good news for advertisers buying up space on Facebook and other social media platforms in India. The vast majority of mobile social media users in the country are clicking on ads they encounter on social networking platforms, according to a survey of smartphone users in India conducted by digital agency Regalix in November 2016. The agency found that 86% of respondents clicked on social media ads, with 42% saying they did so often.
More respondents ages 25 to 34 (48%) said they clicked on social media ads than did their counterparts ages 18 to 24 (35%), signaling that the power of social media advertising might be waning among younger demographics. Social media may also be helping to drive conversions in India.
The survey found that more than eight in 10 smartphone users polled (81%) said they regularly relied on social media to make purchase decisions. But these users were not relying on their social networks for recommendations as much as turning to social media for more formal assessments of goods and services.
In fact, 65% of those surveyed said they used social media product reviews to inform their purchases, while just 8% used the medium to consult with friends before buying something.
eMarketer estimates that a little more than one in five people (20.4%) in India, or 267.1 million residents, will use a social network at least once a month this year. While the rate of social network user growth will slow over the forecast period, it will still remain in the double digits annually through 2020.
According to Regalix, Facebook was the most popular social network among the smartphone users it queried, with 78% of respondents indicating they had installed the Facebook app on their device. Twitter was used by just 7% of respondents. But the microblogging platform has recently taken pains to make its service more appealing to consumers in emerging markets like India by launching a less data-hungry version, known as Twitter Lite, in April.