iWorld

×

×

India’s internet market is no longer male, metro, millennial: Rajan Anandan

By 2020, 45 per cent of all internet users are expected to be female

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/09/25/rajan.jpg?itok=xj06Dmq2

MUMBAI: Lightning speed - that's how India's internet adoption can be described. With an abundance of growth opportunities, India’s rural areas are leading the way for every company wanting to make a mark in the digital space.

When the online space is turning into more class agnostic nature, the gender divide is also abolishing. Google (http://www.indiantelevision.com/mam/marketing/brands/how-google-views-in...) vice president India and South Asia Rajan Anandan was speaking about new age internet users, notable trends and changes at the Subhash Ghosal Memorial Lecture recently. The veteran said that Indian internet users are no longer restricted to the metro, male, millennial phenomenon.

Rajan highlights a gender disparity in internet usage that was prevalent in India three years ago, which wasn’t the case even in places like Africa or the Middle East. Just one in ten internet users was female. Several factors like lack of awareness and access worked in favour of the divide. Today, 37 per cent of India’s internet users are women which is expected to rise to 45 per cent by 2020.

“If you go back even 8-10 months, you characterise India’s internet as male, metro and millennial. So millennial males in metro India was really what the internet was about. That has changed pretty dramatically. We see more women coming online. In fact, in terms of new internet users, there are many women than men actually and a lot of them are from rural India, small towns,” he commented.

Speaking about megatrends in the Indian internet market, he said that voice, video, vernacular are grabbing high attention. Over the last 12-18 months, voice has shown the most surprising growth. There has been a 270 per cent growth in voice searches. “So, they (new users) are more comfortable speaking to internet than typing, tapping. India is going to be the world’s first voice driven internet market,” he said.

Commenting on the vernacular(http://www.indiantelevision.com/iworld/social-media/google-assistant-bec...)growth, he said that almost 100 per cent of new Indian internet users access internet in local languages, not in English. The man with the statistics said over 200 million users access internet in regional languages. Moreover, there has been a 400 per cent growth in Hindi voice searches.

Indian market went from a messaging first internet market to video first internet market over the time thanks to affordable data prices. “The journey of new age internet users has been pretty straightforward. They started with messaging, generally WhatsApp, then started using social networks, watched a little bit of video because data was expensive. That has actually changed. Almost every new internet user today actually starts his internet journey with video because they all understand video,” Anandan said. He also said 75 per cent of all traffic in mobile data in Indian internet actually comes from video, among which 95 per cent of total video consumption is happening in local languages.

Indians are consuming higher amount of data, 8 GB per month, compared to developed markets like South Korea, the US and the UK. India is consuming more mobile data than the US and China combined. Even the smartphone quality has improved in India as 70 per cent of phones used here have a 2 GB RAM or more.

The Google head said that the company is concerned with solving the problems of the common man. He said that the internet can even solve problems related to agriculture, financial institutions and health and education systems.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/14/facebook.jpg?itok=HW04D7ni
WhatsApp offers to track 'dubious' individuals for Indian govt

MUMBAI: Facebook vice president of global affairs and communications Nick Clegg met home minister Amit Shah, national security adviser Ajit Doval, IT and communications minister Ravi Shankar Prasad and commerce minister Piyush Goyal regarding the dispute over traceability of messages in WhatApp....

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/14/bob.jpg?itok=jetQanZS
Disney CEO Bob Iger resigns from Apple's board

MUMBAI: Disney CEO Bob Iger has stepped down from Apple’s board of directors the day Apple announced the price and release date for its streaming service. The resignation comes at a time when both the companies are upping the game in the streaming business.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/14/logo_0.jpg?itok=4XzHCDXA
Zomato forays into online video space, to launch 18 original shows

The streaming war is not limited to media houses anymore. From e-commerce apps to online cab-ride services are also jumping on the band-wagon to keep consumers engaged. Now, food delivery app Zomato has announced its foray into web streaming with 18 original shows over the next three months.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/13/bms.jpg?itok=H_oxpEAP
BookMyShow's campaign around the movie Dream Girl Creates a Stir on Social Media

MUMBAI: BookMyShow, India’s leading entertainment destination, has launched a fun, quirky and innovative marketing campaign for Ayushmann Khurrana’s upcoming film ‘Dream Girl’. The campaign through its smart approach has managed to perform exceedingly well and capture people’s attention. This...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/13/omidyar_network-deloitte.jpg?itok=Rkj_9T9X
Omidyar Network India, Monitor Deloitte launch report on Indian data privacy landscape

Omidyar Network India, an investment firm focused on social impact, today launched a new report titled “Unlocking the potential of India’s Data Economy: Practices, Privacy and Governance”, in partnership with Monitor Deloitte. The first of its kind study analyses data practices and governance by...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/12/bollywood-shemaroo.jpg?itok=JoWev2sW
ShemarooMe to Premiere 52 movies in 52 weeks with their new offering - Bollywood Premiere

Mumbai: ShemarooMe, the over-the-top (OTT) platform by India’s leading content powerhouse Shemaroo Entertainment Limited, launched its new offering Bollywood Premiere for all the movie buffs across India and US. To satiate the needs of Bollywood lovers, ShemarooMe will be premiering entertaining...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/12/zee5.jpg?itok=wSHqQh5X
ZEE5 premieres kannada blockbuster Seetharama Kalyana

MUMBAI: ZEE5, India’s fastest growing multilingual OTT platform continues to strengthen its movies catalogue with the world digital premiere of the super-hit Kannada film ‘Seetharama Kalyana’. The film written and directed by A. Harsha has a heady dose of action, romance, comedy and family drama....

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/12/vodafone.jpg?itok=KGoMcF1Z
Vodafone Idea launches TurboNet 4g in karnataka

MUMBAI: Vodafone Idea Ltd., India’s leading telecommunication service provider, today announced the launch of TurboNet 4G in Karnataka where it has successfully integrated the erstwhile Vodafone and Idea networks. With this, Bengaluru has become the first metro in the country to get TurboNet 4G...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/12/sunil.jpg?itok=EChGxvdP
ALTBalaji COO Sunil Nair steps down

ALTBalaji chief operating officer (COO) Sunil Nair has stepped down from his current position. However, he will be serving the Ekta Kapoor-led OTT platform till 30 September. After nearly 4 years of association with ALTBalaji, he has resigned from his role as the COO to pursue new adventures.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories