Top Story

e4m_logo.png

Home >> Digital >> Article

Local language content could boost internet users by 24% in India: Study

27-February-2014
Font Size   16
Local language content could boost internet users by 24% in India: Study

The growing internet penetration in India could further rise by 24 per cent if content is made available in local languages. This was revealed by a study titled ‘Local Language Study 2013’, published jointly by the Internet and Mobile Association of India (IAMAI) and IMRB International.

As per the study, 43 per cent of the non-users of internet in rural areas have said that they will adopt the medium if the content is provided in local languages. In urban areas, the same number stood at 13.5 per cent. The report identifies local language as the single largest driver of internet growth in rural areas. The findings of the report were based on a survey of 35 cities across seven states.

The report also points out that in rural India, entertainment, social networking and email remain the primary purpose of using online local language content. In urban India, email, news and search are the dominant activities online.

In rural India, 27 per cent of the users use Hindi to access online content, followed by Marathi and Tamil languages, while in urban India, 60 per cent of the users access online content in Hindi, followed by Tamil and Marathi languages.

Despite growing use of the internet, its penetration in the rural areas has remained slow mostly due to the slow spread of broadband services. Secondly, the lack of content in local languages is also proving to be a roadblock.

On the other hand, smartphones are proving to be an important tool for accessing the internet; thanks to the falling prices of smartphones, more and more people in the Tier III and IV towns as well as rural areas can now afford data-enabled phones. Thus, it has become pertinent to have content in local languages. However, restrictive monetisation of local language content is keeping marketers and brands venturing into this area.

It will be interesting to see how local language content is tapped by marketers as well as media in the coming days, since the potential and demand already exists.
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.

At the Ad Club Knowledge series event in association with Hindustan Times presented an interactive session with Chandramouli Venkatesan, CEO (special projects) - ‎Pidilite Industries Limited, on his b...