- 66% of Indian consumers willing to share data for personalization, yet 76% express privacy concerns.
- In-store shopping remains strong at 56%, alongside a preference for online marketplaces (44%).
- Sustainability and health priorities influence purchasing decisions, with a premium for sustainable products.
PwC’s ‘Voice of the Consumer Survey 2024’ reveals a complex landscape where Indian consumers show a willingness to share data for personalized experiences, contrasting with significant privacy concerns, particularly on social media platforms.
The survey highlights a robust preference for in-store shopping (56%) coupled with a strong presence in online marketplaces (44%), reflecting a diverse consumer behavior pattern.
Navigating Consumer Trust and Technology: Insights from PwC’s 2024 Survey
PwC’s latest consumer survey for 2024 provides deep insights into Indian consumer behavior, emphasizing the delicate balance between trust, technology adoption, and sustainability. With 66% of consumers open to sharing data for personalized experiences, brands face the challenge of addressing widespread privacy concerns, especially concerning data security on social media platforms.
In parallel, the survey highlights a robust dual preference for both physical store experiences (56%) and online marketplaces (44%), underscoring the omnichannel nature of consumer engagement in India. Moreover, sustainability emerges as a pivotal factor influencing consumer choices, with a notable willingness to pay premiums for sustainable products.
This trend reflects a broader global shift towards environmentally conscious consumerism, shaping purchasing decisions across categories like food, clothing, and health products. Furthermore, the integration of technologies such as augmented reality and mobile payments in physical retail environments highlights consumer expectations for enhanced shopping experiences driven by innovation.
In conclusion, PwC’s survey paints a dynamic picture of the Indian consumer landscape, characterized by a blend of digital adoption, sustainability awareness, and cautious data privacy concerns. Brands navigating this landscape must prioritize authenticity, security, and sustainability to build lasting consumer trust and loyalty in an increasingly competitive market.
