60% of young India's purchase decisions are influenced by short video and social media: Data

A report titled 'Getting Young India Right' by Moj unravels young India's content consumption patterns and preferences and purchasing power.

Capturing first-hand insights on young India's content consumption patterns, Moj today released a report titled 'Getting Young India Right'. The report's findings are based on primary data collected through an online survey from 3709 Moj users aged between 18 and 34, who Moj defines as 'young India'. The survey questions aimed to unravel young India's content preferences and purchasing power.

The report finds that over 77% of young India spends most of their time watching short videos, followed by 16% on news & entertainment channels and 7% on television & OTT. 60% of young India's purchase decisions are influenced by short video and social media followed by online platforms and television. Offers and discounts are one of the top influencing factors for more than half of young India’s purchase decisions, followed by the reliability of products, convenience, and free shipping. Moreover, 77% of young India spends the most on mobile phones and apparels. Over 65% of young India uses personal funds for such purchases, while 26% seek financial help from friends & family and 7% rely on loans. 

Commenting on the report's launch, Udit Sharma, Chief Revenue Officer, ShareChat & Moj, said, "Our report unravels young India’s behavioural and content consumption patterns. Young India today is fearless and confident, and the short video format offers them an open canvas to demonstrate their creativity to the whole world. Short videos are also increasingly becoming the go-to entertainment format and we at Moj are leading this revolution. Brands and advertisers can now leverage this evolving format to reach new audiences and tell more immersive stories.”

Today, more brands are using short video content to create engaging campaigns that drive high engagement and create purchase intent. With over 300 million MAUs and 50 million creators, Moj is the preferred destination for short video content in India. Moj offers innovative ad formats for brands across gaming, e-commerce, electronics, retail, entertainment, fintech, online, and FMCG categories through branded hashtag challenges, branded jingles, and leveraging creators to build engagement and drive awareness. 

You can view the entire report here: