Increase in local language content on the Internet will lead to a growth of 39% in the current Internet user base, according to a report titled ‘Internet in Local Language’, by the Internet and Mobile Association of India [IAMAI] and IMRB International. According to the report, rural India will be the primary driver of this growth (75%) while in Urban India, the growth will be 16%.
The report finds that the local language user base is growing at 47% Y-o-Y to reach 127 million in June 2015.
Communication, Social networking and Entertainment are some of the primary reasons people access the Internet. The report finds that majority of the urban India users like to access Internet for Communication whereas the rural India users access Internet for Entertainment.
According to the report, the overall digital advertising spends in India will be INR 3,575 Crores by the end of December 2015. The proportion of Digital ads spends in the local language will be 5% of the entire market i.e. INR 179 Crores. With the increasing availability of digital content in the local language, this share is expected to reach nearly 30% of overall digital advertising spends by the year 2020.