Indians prefer video, vernacular and mobile-only internet content

India is seeing massive adoption of Internet content, especially over smartphones driven by growth in users in small towns and rise of vernacular and video content

With majority of the 1.3 billion people starting their Internet journey, India is right now the hotbed of innovation and unique business models.

As in other areas, Indian preferences  when it comes to content and apps is unlike any other country, points out a new study by Zinnov, titled “The Future of Internet Content Consumption in India – Frictionless Consumer Experience for Mobile-only India and Bharat.”

 

India is seeing massive adoption of Internet content, especially over smartphones (430 million smartphone users in 2018; seen to grow to 900 million by 2022), driven by growth in users in small towns and rise of vernacular and video content.

No wonder, then, Chinese apps TikTok and Helo have flooded the region, even as Twitter and OTT platforms try to “vernacularise” their products to match up. Here’s a look at the emerging trends in Internet and content apps.