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1) India's consumption is heavily skewed towards the top 12% of elite and affluent households (NCCS A) who drive 33% of total consumption, and this skew is expected to continue growing to 2030. 2) 80% of NCCS A customers can only be reached and influenced via digital media such as Amazon, making it crucial for brands to focus on reaching these high-value customers digitally. 3) Amazon's customer base in India comprises many of these valuable, high-consumption NCCS A customers who frequently research and purchase premium products online, presenting an opportunity for brands to partner with Amazon to target this segment.

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35 views

Amazon Slides

1) India's consumption is heavily skewed towards the top 12% of elite and affluent households (NCCS A) who drive 33% of total consumption, and this skew is expected to continue growing to 2030. 2) 80% of NCCS A customers can only be reached and influenced via digital media such as Amazon, making it crucial for brands to focus on reaching these high-value customers digitally. 3) Amazon's customer base in India comprises many of these valuable, high-consumption NCCS A customers who frequently research and purchase premium products online, presenting an opportunity for brands to partner with Amazon to target this segment.

Uploaded by

scrible
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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India’s income disparity contributes to a heavily skewed consumption

pyramid towards NCCS A


12% elite & affluent households drive 33% total consumption in India

Population distribution Total household consumption distribution

NCCS A
households

2019 2030 2019 2030


Source: BCG’s report on How India spends, shops, saves in the new reality, Dec 2020
80% of NCCS A (elite & affluent) customers can only be reached and influenced
via digital media
Crucial for brands to focus on the right consumer, rather than every consumer

Media accessibility of Indian population

NCCS A
customers Elite & affluent

Aspirers

Rest of India

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cord cutters Cord shavers Cord fakers Cord lovers Inaccessible

Source: Dentsu E4M report, 2022


India’s internet pyramid also mirrors the consumption skew towards
NCCS A customers (elite & affluent)
<5% internet users transact frequently – on OTT, e-commerce, online food aggregators

These customers are


most amenable to
150M+ Online 10M+ digital influence on digital
shoppers natives

20M+ occasional Brands must distinguish


350M+ Online video
shoppers & seek these customers
consumers

450M+ Whatsapp users 40M+ entry shoppers

90M+ annual active shoppers


750M+ Smartphone users

850M+ Internet users 150M+ ever active shoppers

Source: Various industry reports


Amazon consumer cohort comprises of these valuable, high-consumption,
premium customers
Brands seeking relevant reach may partner with us to exercise early influence on customers

Frequent Amazon
shoppers lie here
10M+ digital
natives They correspond to
More likely to buy a premium brand
1.5X across categories 20M+ occasional
the Elite & Affluent
(NCCS A)
shoppers

40M+ entry shoppers


Higher share of premium smartphones (>20k) on
2.5X A.in
90M+ annual active shoppers

150M+ ever active shoppers

Source : Amazon data,


Kantar study on Amazon shopper profile, 2021
The digital savvy customers research online before making a purchase online or
offline, and Amazon remains their preferred research platform

More than 75% of online researchers visited Amazon


shopping app

61%
61% 50% 28%

Of all planned shoppers prior to visiting in-store


research online the store
Not only are customers researching, considering and buying premium
products on Amazon..

Consumers buying large appliances visit A.in for


60% product research

Domestic appliance shoppers research on A.in


50% before purchase

Premium smartphones are purchased on A.in


60%
Amazon’s entertainment ecosystem is led by our video streaming services

Video-on-demand Subscription Video-on- Connected TV offering


service housed inside demand hosted on for living room viewing
the A.in mobile app mobile & desktop apps

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