Women, rural India and lower-income homes are among the fastest-growing cohorts of internet users in India. Nearly half of rural India is online and usage here went up by 40 per cent in 2022 over 2021. In the same period usage went up by 35 per cent among women and by 30 per cent among NCCS D, E audiences (those at the lower end of the income and education spectrum). Across India smartphone sharing is high. And digital payment is among the fastest growing applications. It grew 43 per cent in 2022 over 2021.
These are the key takeaways from Nielsen's India Internet Report 2023. It reinforces the ubiquity of the internet in our lives. But more importantly, it indicates that media firms and advertisers need to start thinking differently about how they are using it, reckons Dolly Jha, managing director, Nielsen India. "The profile of audiences coming online will require a more focussed effort on creative and measurement," she said. For instance, vernacular platforms are rising in reach. The number of platforms across short video, music or social media is multiplying.
"Advertisers will need to experiment with other platforms," says Jha.
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Denne historien er fra March 23, 2023-utgaven av Business Standard.
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Jay Shah takes over as ICC chairman
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Nine states bet $18 bn on women's empowerment
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Pollution rises while funds gather dust
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Robust taxes ease burden of freebies on states
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Monetary policy: Hobson's choice before RBI
This policy comes at a time when growth is slowing, inflation is still pretty high, and the rupee has started losing value against the dollar
CONSOLATION PRIZES
UN climate summit in Baku leaves the developing world with crumbs
SFBs: The canter on a chequered terrain
Segmental and geographical expansion, undergirded by strong and increasing presence in semi-urban and rural markets with large untapped potential, will help small finance banks (SFBs) clock robust 25-27 per cent growth in advances this financial year, just shy of 28 per cent in the previous year.
Now boarding
Governance premium is set to go up by many notches and banks will be put through the wringer, reports RAGHU MOHAN
