Ipsos study for Google maps India's 'two-speed' festive shopper
A Google-commissioned Ipsos study says Indian festive shoppers mix weeks of AI-assisted research with fast, visually triggered buys decided by delivery speed.
The story in focus
A Google-commissioned Ipsos study describes Indian festive shopping as running at two tempos: shoppers average more than eight searches and nearly eight videos per journey and consult AI chatbots about 7.5 times, yet also make quick purchases when visual inspiration meets fast delivery.
- Over half of surveyed festive shoppers, 51%, say AI helps them make better decisions.
- Shopping watch time on YouTube in India grew over 55% year-over-year, per the study.
- 90% of shoppers surveyed see sub-two-day delivery as non-negotiable.
What the study found on the research side
The study, commissioned by Google and conducted by Ipsos, describes festive journeys averaging more than eight online searches and nearly eight videos. Just over half of festive shoppers, 51%, said AI helps them make better decisions, consulting chatbots an average of 7.5 times, and those who use AI explore 2.8 times more touchpoints. The study says 87% of surveyed users report deciding with greater confidence using AI Overviews and AI Mode in Search.
Impulse, creators and delivery speed
The study says 53% of festive shoppers use visual tools to discover or compare products. In India, shopping watch time on YouTube grew over 55% year-over-year, and 73% of festive shoppers agreed they look to online creators for inspiration. Among shoppers who bought within a couple of days or less without prior research, 61% used YouTube Shorts. Delivery shapes the final choice: 90% view sub-two-day delivery as non-negotiable and 81% pick a retailer based on speed.
Why it matters for retailers
The findings are framed as guidance for businesses to appear across both modes: credible answers during AI-assisted research and speed when visual discovery triggers a quick purchase. The study also reports that among consumers using AI chatbots for research, 94% also turn to Google Search and 87% to YouTube, and that 7 in 10 shoppers who spot products on social feeds check Google Search to evaluate them. Results come from a Google-commissioned survey and are not independent market data.
What share of festive shoppers said AI helps them make better decisions?
51% of festive shoppers surveyed said AI helps them make better decisions, according to the Google-commissioned Ipsos study, which also reports shoppers consulting chatbots an average of 7.5 times.
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