耐用消费品市场调查报告 EXECUTIVE SUMMARY The consumer durables industry is expected to continue the growth momentum to become USD 36 Bn by 2023 on back of multiple growth drivers viz. low product penetr ation, rising disposable income, increasing urbanization, easy access to credit & Government's thrust on electrification. Decoding Digital Influence: Digital Influence will power consumer durables； We define a sale as 'digitally influenced sale' if the buyer uses internet during any stage of purchase cycle； Percentage of digitally influenced sales in consumer durable industry has more than doubled over last five years and in next 5 years we expect 63% of overall consumer durable sales to be digitally influenced. USD 23 Bn by 2023!!! Multitude of drivers will propel this growth in India viz. rising internet penetration, falling smart phone prices, decline in data tariffs, more vernacular content & sales thrust by ecommerce companies. We expect USD 10 Bn out of the above to be online sale; Digital Influence varies by productcategories; 3 out of 10 consumers today are digitally influenced for high average selling price (ASP) durables like ACs, Televisions, Refrigerators and Washing machines.1 in 3 buy these products online; 2 out of 10 consumers today are digitally influenced for comparatively lower ASP products like small appliances, water purifiers & microwaves.1 in 2 buy these products online. 【更多详情，请下载：耐用消费品市场调查报告】