In the mobile segment, there is a clear trend towards larger digitisation of purchases and experiences, the study found. However, the decreased spending power prompted 29 per cent to say they will cut spends on phones and maybe opt for a cheaper variant. “Mobile as a category has had as high online affinity and 38 per cent of mobile phones are being purchased online. As brands relook the media mix for spends, they will also start segmenting consumers to drive differential value, the study found. © IE Online Media Services Pvt Ltd

Source: Indian Express June 24, 2020 08:26 UTC