Mobiles to drive India's 70% fashion accessory purchases by 2022: Report
New Delhi, July 31 : By 2022, seven in ten fashion accessory purchases in India will be influenced by mobile phones, predicts a new Facebook-KPMG report said on Tuesday.
Nearly half of those mobile-influenced purchases will be driven by Facebook, amounting to a $110 billion sales opportunity, said the latest "Zero Friction Future" report.
Additionally, mobile will influence two in three apparel purchases, amounting to $66 billion opportunity for brands, half of which will be driven by Facebook, the findings showed.
Friction occurs when consumers dropout during purchase due to unnecessary additional effort, incremental step or inconvenience.
According to the findings of the report, friction accounts for 19 per cent of consumer dropouts, in apparel category, and in accessories category, friction accounts for 22 per cent of consumer dropouts.
"Fashion spectrum in India has evolved so considerably, that the apparel and accessory market is projected to reach $102 billion and $155 billion individually, by the year 2022," said Pulkit Trivedi, Director, Facebook India.
"Today, mobile has become central to the way brands market and sell their products and engage with customers end-to-end. With our Zero Friction Future report, we aim to help fashion brands adopt relevant marketing strategies and reduce friction in consumer journeys across multiple touch-points, leading to improved conversion rates and increased revenue opportunity," Trivedi added.
According to the research, top friction areas for different demographic cohorts vary and hence marketers need to customise their marketing strategy accordingly.
For example, men and women display different drivers for entering the purchase funnel, the report said.
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Kerala enters silence campaigning phase; Candidates make last-mile outreach
Thiruvananthapuram (PTI): Kerala on Wednesday entered the mandatory silence period ahead of the April 9 Assembly polls, with candidates and party workers making last-ditch efforts to reach out to voters through door-to-door visits and personal contacts.
After nearly a month-long campaigning period, a total of 2.71 crore voters would exercise their franchise to decide the fate of 883 candidates in the crucial polling for the 140-member Assembly to be held on Thursday.
With high-decibel campaigning ending on Tuesday evening, the focus has now shifted to quiet, direct voter engagement, as candidates seek to secure support from all sections of voters in their constituencies.
Prohibitory orders have been imposed in sensitive constituencies to prevent any untoward incidents, while distribution of polling materials is being carried out across the state from Wednesday morning.
According to the Election Commission, campaigning through public meetings, rallies, media interactions and election-related interviews is strictly prohibited during the silence period to ensure a level playing field for all stakeholders.
In an advisory, the Commission directed star campaigners and political leaders to refrain from addressing the media through press conferences or interviews on poll-related matters during this period. Of the total 2.71 crore voters, 1.32 crore are men, 1.39 crore women and 273 transgender persons, along with over 2.42 lakh overseas voters.
The contest is primarily among three fronts -- the CPI(M)-led LDF, the Congress-led UDF and the BJP-led NDA.
The state's Chief Electoral Officer, Rathan U Kelkar, has said that all arrangements have been put in place for the smooth conduct of polls.
A total of 30,495 polling stations have been set up across Kerala, including 24 auxiliary booths created following the Special Intensive Revision of electoral rolls, he said.
These additional booths are located in Kasaragod, Kannur, Palakkad, Malappuram and Ernakulam districts.
Among the polling stations, 352 will be managed entirely by women and 37 by persons with disabilities, Kelkar said.
He added that 140 distribution and collection centres have been established, while counting will take place at 140 strongrooms and 43 locations.
As part of security measures, around 2,000 persons identified as potential troublemakers have been placed under preventive detention. Authorities have also executed about 11,000 non-bailable warrants and removed over 3,400 social media posts for alleged violations of poll norms.
The conclusion of public campaigning on Tuesday evening saw a vibrant display of political mobilisation across the state, with roadshows, rallies and processions filling town centres, marked by party flags, drum beats and slogan-shouting workers.
Apart from traditional canvassing, political parties also relied heavily on television, print media and social media platforms to reach voters during the campaign period.
