About 71% Indians follow brands online, said Ipsos Open Thinking Exchange, the global innovation centre of market research firm Ipsos. The release, titled 'Take a Look Behind You' showed that majority of the Indian population preferred to follow brands and view brand activity online.
The study further said that the brand visibility online would increase among the population under 35 years. "Among those under 35, though, the number of eyes on your brands could be significantly higher," said Ipsos. It added that 82% Indians under the age of 35 years claimed to follow brands online.
There is a general perception that people above the age of 50 years are less active online. However, the Ipsos study said that even those above the age of 50 were viewing brands online. About 48% of this segment followed brands online.
For brands to promote themselves online, Ipsos said that it was necessary to find out what the followers were seeing about the brand online. It added that wise marketers kept content on their brand site and social network current and informative. These individuals also kept content engaging, with some humour element added to foster people to brand connections.
