Rural India to drive Internet usage in the country: Report – ETtech


Illustration: Rahul Awasthi

Rural India is anticipated to have 304 million month-to-month energetic internet customers by yr-finish, market analysis firm Kantar stated in a report shared solely with ET.If one makes use of the web a minimum of as soon as in 30 days, she or he is tagged as a month-to-month energetic consumer in business parlance.

Kantar estimates that there are 264 million web customers in rural India at present.

The report – titled ICUBE – was primarily based on a survey of about 75,000 respondents throughout 390 cities and about 1,300 villages between May and August final yr. It additional stated there had been a 45% progress in the month energetic web customers in rural India in 2019.

Overall, Kantar places the variety of month-to-month energetic web customers in the nation at 574 million, a progress of 24% in 2019.

Illustration: Rahul Awasthi
Illustration: Rahul Awasthi

The quantity is anticipated to contact 639 million by finish of this yr, the information and consulting agency stated.

The report identified that native language and video have been the key drivers for the progress of web in rural areas.

The ongoing nationwide lockdown is anticipated to additional change web consumer behaviour.

“We are seeing higher usage among users during the lockdown. Even though we are not expecting users to buy new devices or mobile phones at the moment, a few months later we will likely see a spike in demand,” stated Biswapriya Bhattacharjee, govt vp – insights division, Kantar.

Over-the-top platforms, hyperlocal companies, social media, communication and on-line funds might be key parts that can drive the impression, he added.

“Although leisure and communication stay the main drivers for web consumption, we’re seeing new use instances similar to online sellers, agritech,” Bhattacharjee stated.

“Video, Voice and Vernacular will drive higher engagement and frequency of usage, thereby, helping the users mature in their internet journey,” the report cited.

Children and housewives might be the new web adopters in the subsequent yr or two. Further, content material has been a key driver as 9 out of 10 customers accessed the web each day for leisure and communication, the report added.

“With the pandemic, we might be getting into a brand new digital period the place digital companies will contact all points of our lives. Work from dwelling tradition, media consumption, together with digital payments and different indoor companies will inevitably see a spike as consumer behaviour is sure to change publish Covid-19,” stated Vivek Bhargava, CEO of DAN Performance Group, Dentsu Aegis Network, which tracks digital use.

Amid the outbreak, companies like on-line gaming, ed-tech and groceries have already seen unprecedented demand, which is probably going to proceed due to lockdowns and social distancing measures, consultants stated.

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