88% of Indian consumers abandoned purchases in 2023 due to information overload and excessive advertising, per Accenture's "The Empowered Consumer" study.
88% of Indian consumers abandoned purchases in 2023 due to information overload and excessive advertising, according to a report by Accenture. The study, titled "The Empowered Consumer," surveyed 19,000 consumers across 12 countries, including India. It found that 76% of Indian consumers feel overwhelmed by too many choices, and 74% report being bombarded by advertising. The research highlights the urgent need for brands to utilize generative AI (gen AI) to reduce decision-making "noise" and improve engagement, loyalty, and sales. Additionally, 67% of Indian consumers perceive no improvement or an increase in the time and effort required for purchase decisions.
June 10, 2024
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