Overview
- Six of eight touchpoints in consumers’ financial product journeys in India are now digital, with Meta platforms accounting for 50% of those interactions.
- Surveys show 81% use Facebook, Instagram or WhatsApp to discover financial products, 79% use them to evaluate options and 83% to complete purchases across loans, investments, insurance, savings.
- Short-form videos on Instagram and Facebook influence over half of users’ financial decisions, and 75% trust podcasts while 67% seek guidance from influencers and experts.
- WhatsApp serves as a conversational commerce hub, used by 44% of consumers at discovery, 50% during evaluation and 48% when buying, with average daily engagement of 56 minutes.
- Nearly 80% of women in India now make financial decisions independently and increasingly turn to Instagram and WhatsApp for planning and purchasing products.