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ongoing crisis, through which consumers With close to 1.1 billion children in 107
are seeking agile ways of working, has countries affected by school closures
orchestrated a new cadence in life while according to Unesco’s assessment, people
setting several ecosystem-level changes in are opting for online learning, and there is
motion. Think with Google has stated that a rise in enrolments in courses related to
this is corroborated through growth in telecommuting (21,598%), virtual teams
online searches for daily essentials, (1,523%), decision-making (277%), self-
grocery delivery, medical consultation, discipline (237%), stress management
movie streaming, online trading (235%), technical drawing (920%), and
platforms, and several other needs. also for learning to play the ukulele
(292%). The count of Indians enrolling for
Shopping in e-carts business fundamentals has risen to 281%
while that for communication skills is
As the global pandemic marks a tipping 606%. Taking cue from this trend,
point for adoption of e-commerce and Harvard University has offered 67 new
mobile commerce platforms, online online courses to students for free during
searches, for example, for “pharmacy near the lockdown.
me” (+58%) and “grocery delivery near
me” (+550%), among others, have seen a A high note in entertainment
substantial surge. According to a survey
by National Retail Federation in India, 9 The ongoing crisis has catalysed the
out of every 10 consumers have changed growth of over-the-top (OTT platforms) –
their traditional shopping habits, and more streaming media services offered directly
than 50% of them have ordered products to viewers via the internet. According to a
online that they would have normally study by BARC, amid the lockdown, 2.3
purchased at a store. A study by Facebook million new members joined Netflix,
and Boston Consulting Group reveals that pushing the company’s total revenue to
India shows the highest surge in $5.77 billion, up from $4.52 billion.
preference for e-commerce, amongst other Furthermore, Hotstar has seen 300 million
top nations such as China, Brazil, active users and over 400 million
Indonesia, Thailand and Philippines. downloads as against 150 million active
Furthermore, consumers are more mindful users and 350 million downloads just
of what they are buying; there is a before the lockdown. The need for
growing desire to shop local, and some entertainment among consumers is yet
are also making deep cuts. Keeping safety there, just the means to fulfil that need has
in mind, consumers are adopting many changed. Indians are using the latest in
digital and contactless services including streaming and video conferencing
curb side deliveries and drive-through technology to go on online dates and host
services. Industry estimates suggest that virtual streaming parties. Indians have
while the gross merchandise value (GMV) clocked almost four hours per week per
for India’s e-commerce industry is yet to person on video-on-demand, and searches
recover fully, order volumes have reached for “best movies” have increased by 35%
close to 90% of the pre-crisis levels. on YouTube, in the report by Think with
Consumers are seeking convenience from Google.
products and brands that simplify their
lives as well which are aligned with their Home workouts that are making gyms
personal values. sweat
A new peak in online learning and With stay-at-home measures in place,
skilling fitness coaches such as pro-bodybuilders,
cross fitters and Zumba and yoga
