Indian consumers increasingly rely on creator content to make technology purchasing decisions, with 71% trusting creators more than traditional advertising, according to a recent report by Kofluence.
The report finds that 68% of consumers consult creator reviews before purchasing premium electronics. The shift affects how Indians discover, compare, and ultimately purchase technology products across the country’s electronics market.
Creator content influences tech buying behavior differently across India’s cities. Over 40% of tech buyers in the top six metro cities use creator content to understand product features. In smaller cities, that figure rises to nearly 60%, according to the Kofluence data.
According to a BW Businessworld report, regional and local-language content drives considerable engagement, with Bengali, Malayalam, and Telugu creators generating substantial viewership. Saurabh Srivastava, Vice President at Amazon India, says consumers who access content in their own language are more confident in their purchasing decisions.
Content Amplifies Product Launches
Creators generate substantial reach during product releases. Srivastava reports that during recent Amazon launches, creators produced hundreds of content pieces within hours, reaching millions of consumers.
Tech products, including smartphones and laptops, typically involve longer decision cycles, with customers engaging deeply with creator content to evaluate features, performance, and usability. Aditya Babbar, Vice President of Product Marketing at Samsung India’s MX Business, describes creator content as an “invisible marketing thread” where consumers actively seek information rather than receive brand-driven messaging.
Rajiv Makhani, a tech content creator and YouTuber, attributes creator trust to relatable content delivery. He notes that practical demonstrations in creators’ own words resonate more effectively than traditional advertising, as viewers seek real-world product performance rather than specifications alone.
Creators function as intermediaries between complex technology and consumer understanding, translating product innovations into relatable experiences. Babbar explains that creators help audiences understand features ranging from smartphone cameras to gaming capabilities through accessible explanations.
The panel discussion, which included Babbar, Srivastava, and Makhani, examined creator influence across the consumer journey – from product discovery through final purchase decisions – in India’s technology sector.
Karina loves writing about the influencer marketing space and an area she is passionate about. She considers her faith and family to be most important to her. If she isn’t spending time with her friends and family, you can almost always find her around her sweet yellow Labrador retriever, Poshna.
Indian consumers increasingly rely on creator content to make technology purchasing decisions, with 71% trusting creators more than traditional advertising, according to a recent report by Kofluence.
The report finds that 68% of consumers consult creator reviews before purchasing premium electronics. The shift affects how Indians discover, compare, and ultimately purchase technology products across the country’s electronics market.
Creator content influences tech buying behavior differently across India’s cities. Over 40% of tech buyers in the top six metro cities use creator content to understand product features. In smaller cities, that figure rises to nearly 60%, according to the Kofluence data.
According to a BW Businessworld report, regional and local-language content drives considerable engagement, with Bengali, Malayalam, and Telugu creators generating substantial viewership. Saurabh Srivastava, Vice President at Amazon India, says consumers who access content in their own language are more confident in their purchasing decisions.
Content Amplifies Product Launches
Creators generate substantial reach during product releases. Srivastava reports that during recent Amazon launches, creators produced hundreds of content pieces within hours, reaching millions of consumers.
Tech products, including smartphones and laptops, typically involve longer decision cycles, with customers engaging deeply with creator content to evaluate features, performance, and usability. Aditya Babbar, Vice President of Product Marketing at Samsung India’s MX Business, describes creator content as an “invisible marketing thread” where consumers actively seek information rather than receive brand-driven messaging.
Rajiv Makhani, a tech content creator and YouTuber, attributes creator trust to relatable content delivery. He notes that practical demonstrations in creators’ own words resonate more effectively than traditional advertising, as viewers seek real-world product performance rather than specifications alone.
Creators function as intermediaries between complex technology and consumer understanding, translating product innovations into relatable experiences. Babbar explains that creators help audiences understand features ranging from smartphone cameras to gaming capabilities through accessible explanations.
The panel discussion, which included Babbar, Srivastava, and Makhani, examined creator influence across the consumer journey – from product discovery through final purchase decisions – in India’s technology sector.
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