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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Wayanad LS bypoll: Priyanka crosses lead achieved by Rahul in 2024 Lok Sabha polls
Wayanad (Kerala) (PTI): Top Congress leader Priyanka Gandhi Vadra was on Saturday comfortably cruising towards her maiden electoral win from Wayanad in Kerala, as she surpassed the lead achieved by her brother Rahul Gandhi in the 2024 Lok Sabha polls earlier this year with party leaders and ally IUML predicting a big win for her amid the counting trends.
The Congress-led UDF's candidate from this hill constituency, Priyanka, extended her lead by over 3.8 lakh votes after five hours of counting of the ballots in the Wayanad Lok Sabha bypoll, according to the Election Commission.
Reacting to the lead achieved by Priyanka, Congress' ally Indian Union Muslim League and Telangana Chief Minister A Revanth Reddy said she would get more votes than her brother Rahul Gandhi in the Lok Sabha polls in April this year and will win by a record margin.
"An amazing first trend on counting day is the massive early lead for our leader @priyankagandhi ji in Wayanad, Kerala, by-election. People of Wayanad are surely going to record in victory margins today and Priyanka ji will make Parliamentary debut with a grand win," Reddy said in a post on 'X'.
IUML supremo Panakkad Sadiq Ali Shihab Thangal said that going by the trends, Priyanka will get more votes than what Rahul got and the majority she achieves would also be higher than that of her brother.
A similar view was expressed by IUML's national general secretary P K Kunhalikutty.
On the other hand, BJP leader Anil K Antony, earlier in the day, had claimed that though Priyanka has achieved a good lead, her victory margin would be less than what Rahul got in the 2024 and 2019 LS polls in the hill constituency.
According to the latest EC figures, Priyanka had a lead of 3,82,975 with 5,78,526 votes. LDF's Sathyan Mokeri was behind her with 1,95,551 votes and NDA's Navya Haridas was in the third spot with 1,04,947 votes.
Rahul had got 6,47,445 votes and won by a margin of 3,64,422 votes against his nearest rival, CPI's Annie Raja, in the LS polls this year. In 2019, he had got 7,06,367 votes and had won by a margin of 4,31,770 votes.
After winning from Rae Bareilly in Uttar Pradesh as well, in this year's polls, Rahul vacated the Wayanad seat, and the party nominated his sister Priyanka, paving the way for her electoral debut.
The bypoll turnout in Wayanad, which has over 14 lakh registered voters, was around 65 per cent, a decline from the close to 74 per cent in the LS polls held in April this year and much lower than the over 80 per cent turnout in the hill constituency in the 2019 general elections.
The counting of votes commenced at 8 am with postal ballots being taken up first.
The strong rooms, where the EVMs were kept, were opened more than an hour before counting began.
The bypoll for the Wayanad Lok Sabha seat was held on November 13.
Of the 16 candidates who contested, the main contenders are Priyanka, ruling CPI(M)-led LDF's Sathyan Mokeri, a political veteran, and BJP-headed NDA's Navya Haridas.
