Totem：2025印度网红营销研究报告（英文版）（20页）.pdf

1、INFLUENCER MARKETING MINI-REPORTINDIACOUNTRY SURVEYINDIAIndia is home to 692 million internet users and 491 million social media users,but penetration remains below 50%,highlighting vast untapped potential.Mobile usage is strong and growing.Influencer marketing is booming,especially on Instagram,You

2、Tube,Flipkart,and WhatsApp.Consumers are highly engaged with influencer-led product demos and deals,and livestream selling is gaining momentum.Price sensitivity and regional diversity require localized,mobile-first strategies.Brands must adapt global approaches to Indias fragmented market,balancing

3、digital growth with traditional media usage.MUMBAIINFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASINGAPOREHONG KONGTAIWANINDIAGLOBAL ECONOMY#5 RANKEDJAPANCHINA55%ARE INTERNET USERSPopulation1.46 BILLIONSOUTH KOREAINDIA491 Million Social Media UsersMovies,MusicElectroni

4、csAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,while others embrace a wide range of activities and mix those activities in novel,innovative

5、ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driver of enthusiasm at a country/market level.In markets where TikTok is established and fully

6、 functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSocial ChannelsMessenger SocialHIGHLOWENTHUSIASMENTHUSIASMAVE.CATEGORIESSOCIAL COMMERCE(INFLUEN