Jul 21 2020
WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, under its market research division –Recogn, has unveiled its latest report on ‘Digital, Diverse & Multilingual India’. The report maps digital content consumption patterns of Indian users across local and regional languages. It also shares an in-depth analysis of the users’ preferences inside the Indian demography.
Over the past few years, internet usage behaviour has changed tremendously with more users accessing the internet in their respective languages. Also, whilst most Indians are well-versed in at least two languages, it is observed that they are more comfortable accessing information in their local dialects. Consequently, a variety of digital solutions along with mobile and internet applications have recently been introduced in several local languages to cater to such consumer demands.
This report, therefore, brings afore the digital content consumption patterns of these users across categories such as music, video streaming and short-and-long-format content, amongst others. For deeper understanding of the audience, the report has further segmented them into categories like functional users, casual users, students, etc.
Below are the key findings of the report:
Speaking on the report, HeeruDingra, CEO, WATConsult said, “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries. Since India is a diverse country with multiple languages and dialects, we believe that it is extremely important to approach consumers in the languages they prefer. While it is a mammoth challenge to process and train all the data for so many different languages, the insights presented in the report would benefit marketers significantly in chalking their way ahead.”
The report can be viewed on: (https://www.watconsult.com/watinsights/local-language/)and is available for download at Rs. 999.
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