Draw on the aspirational qualities of celebs for urbanites. For better reach, leverage micro/nano influencers and partner with relatable, educational and humorous influencers.
Saptarshi Banerjee, Senior Research Analyst – Lifestyle, India
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executive summary
- Key issues covered in this Report
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key trends and market factors
- The rise of the creator economy
- Graph 1: consumer sentiment about their financial situation over the next year or so, by age group, 2023
- The democratisation of the influencer landscape
- Graph 2: consumer sentiment regarding identity and technology, 2023
- Role of technology in influencer marketing
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what consumers want and why
- Graph 3: usage of social media platforms in the last six months, by generation, 2023
- Graph 4: repertoire analysis of different platforms used, by age, 2023
- The dawn of micro and nano influencing
- Graph 5: accounts consumers follow on social media, by social media usage in the last six months, 2023
- Graph 6: consumers who follow people they know personally on social media, by region, city tier, socio-economic group and employment status, 2023
- Graph 7: consumers who have not purchased anything based on online influencers' recommendations in the last six months, 2023
- Graph 8: consumers who have not purchased anything based on online influencers' recommendations in the last six months, by age group, city tier and SEC groups, 2023
- Graph 9: behaviours pertaining to social media influencers, by city tier, 2023
- Graph 10: goods and/or services that urban consumers have purchased based on online influencers' recommendations, by consumers who are greatly influenced by social media posts of people they know, 2023
- Appeal to the passions of urbanites
- Graph 11: types of good or services that consumers have purchased based on online influencers' recommendations in the last six months, by age group, 2023
- Graph 12: consumers who follow sports celebrities on social media, by gender, age group and city tier, 2023
- Graph 13: accounts consumers follow on social media, by gender and age group, 2023
- Graph 14: accounts urban female consumers follow on social media, by financial situation, 2023
- Graph 15: goods/services purchased based on recommendations from online influencers in the last six months, by gender and age group, 2023
- Graph 16: goods and/or services that consumers have purchased based on recommendations from online influencers, by females who follow entertainment celebs, 2023
- Graph 17: consumers who follow brands on social media, by generation, 2023
- Graph 18: social media platform usage in the last six months, by whether they follow brands on social media or not, 2023
- Attributes of new-age influencers
- Graph 19: consumer behaviours regarding nano/micro influencers, 2023
- Graph 20: goods and/or services that consumers have purchased based on recommendation of online influencers, by behaviours towards online influencers, 2023
- Graph 21: behaviours towards online influencers, by preference for stylish online influencers, 2023
- Graph 22: social media platforms that consumers have used in the last six months, by preference for stylish online influencers, 2023
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appendix
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