- By Aditya Pratap Singh
- Tue, 27 Feb 2024 09:09 PM (IST)
- Source:JND
KANTAR Report: Internet and Mobile Association (IAMAI) and KANTAR, in a recent report named 'Internet in India Report 2023', have jointly highlighted several important trends and patterns in India's digital landscape.
Digital Platforms become primary source of news consumption
The IAMAI and KANTAR report claimed that digital platforms have become the primary source for accessing news and information, with a whopping 65% of internet users depending on news apps, websites, social media sites and other digital channels for updates. The adoption of voice-based commands is increasing in various functions as it eases tasks such as navigation, getting news and retrieving any sort of information.
71% of digital payment users reside in cities
As much as 71% of digital payment users live mainly in urban areas, half of whom belong to the NCCS A category.
Emerging trends in the digital ecosystem reveal an increase in the use of music streaming services. As per the report, 80% of all OTT users have been engaging in music streaming apps in the past year, resulting, in an 8% increase in the user base of online music streaming services. The numbers indicate a greater preference for this form of entertainment.
Indian shoppers prefer cash on delivery
As per their report, a significant portion of online shoppers, exactly 26%, rely on Cash on Delivery (COD) as their preferred mode of payment. However, the rest of the online shopper demographic exhibits a wide range of preferences for different digital payment methods.
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Voice-based search commands becoming popular
The use of voice-based commands in various functions is gaining popularity among urban Internet users. The urban population contribute approximately 517 million users, of which an estimated 130 million or nearly 25%, are actively using voice-based commands.
Rural India has the largest user base
Communication and social media user base remain the strong component of Internet usage in the country with the base number of Internet users exceeding 621 million and 575 million respectively. Rural India accounts for a significant portion of the user base for these services, accounting for more than 50% of the total users in each category.
A total number of Internet users surpassing a significant milestone of 820 million active internet users in 2023, indicates a penetration rate of over 55% across the nation. Rural area constitutes more than half of the total user base, which shows widespread adoption of digital tech in remote areas.
