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Tuesday, October 4, 2016

Digitally divided India

A recent survey stated that less than 20% Indian speak in English and more than 95% digital ad spends is on English media. Being a multilingual country where more than 22 (official) and 1652 (unofficial) languages is spoken, no doubt India is one of the biggest market for digital marketing in future. But the brands have to spread their reach to vernacular languages also. Dailyhunt, the multi-lingual news aggregator stated that more than 95% of their users consume content in vernacular languages. Not only this, $20 billion worth of content consumed by Indians is in local languages.  Recently Quikr updated itself to seven languages, the most interesting fact about this is that all vernacular versions show ads in same languages instead of English. Hike messenger launched itself into eight vernacular languages to increase its customer base. Ola also announced that it will be soon going to adopt vernacular languages like HDFC securities and Hungama did. Even giant like Godrej has opted for this concept, out of there 138 campaigns last year, 34 were in regional languages. But it’s very early days. It will be a while before the wisdom spreads its wings. What will take flight in no time – language tech startups that’ll enable other startups to opt for this option? Don’t be surprise, if they become B2B next big thing.

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