An Internet & Mobile Association of India (IAMAI) report claims that online advertising is the most accountable of all advertising media and will offer marketers greater ROI. IAMAI conducted a survey of 1240 online shoppers from India in March ’06, to study person to person (p2p) referrals. 31% of the respondents found shopping sites by word-of-mouth, but 62% shop at sites based on its reputation. 52% believe that consumer reviews are important. 46% of the respondents recommend online products and services frequently, and 93% of them would recommend online shopping to others. Interestingly, only 13% of online shoppers buy from a specific site without comparing products and services at other sites. You can download the report from IAMAI’s website, here.
All said and done, I think 1240 is a very small sample of the Indian population online, and can hardly be deemed representative. It does however, reaffirm my faith in viral marketing as a more credible and powerful medium than traditional advertising, albeit riskier.
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