India no. 1 in app downloads globally: InMobi Mobile Marketing Report 2020

At 9.8 GB consumed per user per month, the country is a leading data consumer in the world, according to the report

e4m by exchange4media Staff
Updated: Jan 23, 2020 7:04 PM

InMobi has announced the launch of its Mobile Marketing report 2020. The report offers an insight into the digital ecosystem and how it was impacted by the three Cs -- content, commerce and context -- in the decade that went by.

The annual survey collated inputs from marketing leaders for challenges and trends in the digital space. It includes interviews and quotes from industry stalwarts and client partners of InMobi like WPP, Flipkart, Godrej Consumer Products, Unilever, Mahindra Bank, etc.

The survey revealed some interesting findings from the last decade.

Since 2010, India has gone on to become the second-largest market across the globe after China with 12 per cent of global internet users.

At 9.8 GB consumed per user per month, the country is a leading data consumer in the world.

Digitisation has reached even the villages in the last decade, with the Indian rural consumer base growing 18 times.

By 2022, India will have 64 per cent smartphone-led connectivity.

India is leading in app downloads and online sessions, from shopping to travel. Today, there’s an app for each consumer pain point.

The Indian consumers are younger, non-urban, aspirational, multi-screeners, mobile native and on-demand consumers.

Survey found that consumers weren’t opposed to sharing location, personalised data, etc. if it gave them perceived benefits like time-saving, convenience and money-saving.

By 2023, E-commerce contribution to all retail sales is poised to double. India is poised to become the 5th largest m-commerce market. Impulsivity will rule shopping norms.

When it comes to content formats, there’s no middle ground. It’s either short-form or long-form content.

But the digital ecosystem is not without its challenges for marketers. Problems like fragmented data ecosystem, measuring business impact, building regional experiences, delivering relevant content and inadequate attribution solutions continue to plague marketers.

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