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Social Media & Content - Indian Consumer

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Social Media & Content market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Leverage familiarity of kitchen ingredients in skincare
  • Natural products landscape in India extends across mass to premium
  • Focus on holistic approaches to skincare; diversify skincare offerings to include men

What you need to know

Cater to new age entertainment – On-demand videos

New age consumers prefer online video streaming without the intrusion of adverts.38% of consumers aged 45+ who view online videos prefer watching TV shows online, while 30% of them are willing to pay subscription for online viewing without ads.Low-cost smartphones, affordable 4G internet and high disposable income drive consumption.

Build brand presence on social media

Invest in online brand building such as online incentives and fan following to improve brand presence, with special focus on women's involvement. 31% of women active on social media follow a brand based on what they read online, and 20% bought a product after clicking on an ad.

Associate with social causes to build brand equity

Associate brands with 'intelligent' digital content that can entertain as well as question societal norms. Social media awareness is a decisive factor for consumers as 20% of women have boycotted brands based on what they read on social media. Brands should consider supporting social causes to improve their equity with consumers.

Expert analysis from a specialist in the field

Written by Nidhi Sinha, a leading analyst in the Content sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Increase brand recall by associating with larger social causes. Leverage social media for information as well as entertainment. Brands must connect with women through association with issues related to them like hygiene, beauty and gender equality through thought-provoking messages and digital content. Tap into the lives of consumers through 'intelligent' entertainment. Help consumers select from a wide range of options and offer them easier subscription options. Transform traditional entertainment to suit new age consumers who want realistic content on a variety of issues including social taboos. Nidhi Sinha
Head of Content

What you get

What's included

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Table of contents



      • Key drivers
      • Global trends and how are they playing out in India

      • Online video streaming
      • [Graph] India: Online video content streaming services, by gender, April 2018
      • [Graph] India: Online video streaming services , by select occupation, April 2018
      • [Graph] India: Video attitudes and behaviour, by gender, April 2018
      • Digital advertisement
      • [Graph] India: Social media activity, by age, April 2018
      • Social media-led awareness
      • [Graph] India: Select social media attitudes and behaviours, by age, April 2018

      • Opportunities
      • Who's innovating
      • Global innovators

      • MINTEL Indian consumer - OTHER REPORTS AVAILABLE