Tier-2 city consumers spend 16% of income shopping online: CMR study

86% of consumers rely on influencers' or publishers' reviews to make their purchase decisions. Notably, males appear to follow influencers more diligently (90%) than females (80%)

Indians from Tier-II cities and beyond spend an average of 2 hours and 25 minutes a week shopping online, spending about 16 per cent of their income on e-commerce purchases, according to a study by CyberMedia Research (CMR), a technology market research and advisory firm.

Tier-II cities, such as Guwahati, Coimbatore and Lucknow, lead in terms of time spent shopping online. Amongst Tier-I cities, Bengaluru leads with 4 hours and 2 minutes a week shopping online.

A staggering  86 per cent of consumers rely on influencers' or publishers' reviews to make their purchase decisions. Notably, males appear to follow influencers