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12 June 2022
Indian consumers will spend more with brands they trust
Indian consumers are significantly more likely than others in the Asia-Pacific region to spend more money with brands they trust, according to research* from Adobe.
Almost half (48%) of Indian consumers indicated they would spend at least US$1,000 more each year with trusted brands, compared to 29% in SouthEast Asia and just 14% in Australia.
Why it matters
While one always has to be wary of the say-do gap, it’s clear there is a correlation between brand trust and consumer behaviour and there is potential for brands to shift the needle in India if they can protect consumer data – a key drive of mistrust – and deliver personalised experiences that inspire trust.
Just over one third (35%) of APAC consumers felt digital experiences were more important in enabling trust, compared to 23% who preferred in-person experiences. In India, 47% favoured digital over in-person experiences.
In India, more than 60% suggested they would stop purchasing from brands that fail to provide a valuable personal experience.
Nine in ten (87%) APAC business leaders say earning trust has become harder since the onset of the pandemic.
Indian business leaders are optimistic that AI will improve their customers’ experiences (98%) and increase efficiency at work.
“Trust is a non-negotiable driver of brand growth in today’s digital economy” – Prativa Mohapatra, vice president and managing director, Adobe India, in remarks reported by Brand Equity.