Technology
12h ago EN
91% Indian consumers say online ads aid festive product discovery: Report
Indian consumers are increasing their use of AI for product discovery while continuing to rely on digital and mobile shopping during the festive season, according to Integral Ad Science’s (IAS) Holiday Shopping India 2026 Report. The report found that 38% of consumers plan to use AI tools to research products and gift ideas, up from 32% in 2025. Overall openness to AI-assisted shopping remains high at 86%, compared with 87% last year. Digital shopping also remains central to the festive purchase journey. About 84% of consumers plan to do most or all of their festive shopping online, up from 80% in 2025. Mobile remains the most-used device for online shopping, with 83% of consumers selecting it, broadly unchanged from last year. Festive spending intent also remains steady, with 86% of consumers planning to increase their shopping budgets, unchanged from 2025. Social media and e-commerce are gaining ground in consumers’ planned festive shopping activity. About 70% plan to increase their use of social media, compared with 69% in 2025, while 64% plan to increase their use of e-commerce and retail sites, up from 60%. Video remains part of the shopping journey, although the share planning to increase their video usage fell from 68% in 2025 to 65% in 2026. Online advertising continues to influence product discovery, with 91% of consumers saying it is important for discovering products and promotions, compared with 90% in 2025. About 93% said advertising makes it easier to find products and promotions that match their needs and budgets. Context also plays a role in advertising preferences. About 53% of consumers said advertising relevant to the content they consume is helpful, unchanged from 2025. Meanwhile, 50% valued advertising on safe and reputable sites, down from 53% last year. Consumers remain focused on value during the festive period, with 59% planning to pay greater attention to sales and discounts this year. Commenting on the report findings, Saurabh Khattar , Country Manager, India, Integral Ad Science, said, “The festive season is one of the most critical periods for marketers in India, with high consumer intent and intense competition for attention. This year, consumers are increasing their festive budgets, mobile remains central to how they shop, and AI is becoming a bigger part of product research. For brands, the opportunity is significant, but so is the need to make every media rupee work harder. Focusing on media quality, contextual relevance and reducing wasted spend can help marketers capitalise on this concentrated window of demand and drive stronger outcomes.” The report also found that 66% of consumers said festival-related content influences their purchases, up from 63% in 2025.