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India’s Growing Digital Market Means Big Changes for Media Cos

As Internet use spreads to more older people, rural residents and women, marketing and media companies face opportunities and challenges in evolving customer base, says a new report.

According to a report released by the Boston Consulting Group (BCG), Digital India: Insights for Marketers and Media Companies, there will be as many as 550 million connected consumers—40 percent of the population—in 2018. Equally significant are the changes taking place in who these consumers are and how they are using their devices. The report is based on two recent consumer surveys by BCG’s Center for Consumer and Customer Insight.

Content will become more vernacular as the user base diversifies and grows to include larger numbers of rural consumers. The use of vernacular content online is estimated to increase from 45 percent in 2013 to more than 60 percent in 2018, mirroring broadening consumption patterns in off-line media such as print and television.

Consumption is becoming a shared experience for many. Social interaction, pictures, blogs, and videos are growing in importance. Websites and apps such as Google, Facebook, and YouTube are often the first destination for digital consumers.

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