Social media advertising in India is an effective strategy. According to research performed by Regalix, 86% of social media users in India have clicked on ads, with 42% claiming to do so on a regular basis. However, within the youngest demographic of 18 to 24 year olds, just 35% of respondents said they clicked on ads, compared to nearly half of those aged between 25 and 34 – signalling that ad power may be falling amongst younger users. The survey also asked respondents about the influence which social media had over purchase decisions. It was found that 81% of smartphone users used social platforms to make buying choices, by looking for product assessments, as opposed to recommendations. There is still plenty of room for social media growth in India, with just 20% of the population expected to use social media platforms this year.