If Content is King, Then Application is King Kong!

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.

Marketers have an opportunity to engage with consumers in new and powerful ways and to develop new offerings based on clearly identified user groups. Marketers that fully embrace the changes taking place can go even further and craft offerings that address the personal preferences of microsegments or even individuals, on the basis of data that defines their online behavior.

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.