NEW DELHI, Dec. 20 (Xinhua) -- A latest survey conducted by a market research company has revealed that Indian men buy more clothes online than women. Another finding of the survey said that maximum online sales in the country take place between 8:00 p.m. and 11:00 p.m. local time when people are back from work.
Most of these online buyers are youths who experience an ease in accessing brands through online buying, found the survey.
The proliferation of e-commerce in smaller towns and cities, and opening up of more shopping malls, had ensured that digitally connected shoppers were now more aware of the latest fashion brands and trends in the country.
The market research done by Nielsen found that women tend to try the clothes before buying, a characteristic not so common among men.
The maiden report on shoppers' behavior in India also revealed that men contribute nearly 58 percent to the total online clothing sales compared to just 36 percent by women.
Kids' clothing, which has been growing at a scorching pace over the last few years, accounted for just 5 percent of the apparel sales online, media reports quoted the survey findings as saying.
Nielsen's data was based on a survey of around 19,000 Internet users spread across 52 cities, mostly during festive season between September and October. This year's festive season saw a combined sales of 31,000 crore Indian rupees (around 4.5 billion U.S. dollars) at e-commerce platforms.
During festive season, Indian consumers preferred to make big ticket purchases like mobile phones, Television sets, and electronic items like washing machines and refrigerators, etc.
Another finding of the survey said that Indian consumers wait for Big Day sales when more discounts are generally offered on online purchases, and more than 84 percent of sales come from such days only.