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Jul 13, 2015
The Indian connected consumer is already a different person than he or she was just a year ago. How will the evolution of the digital experience in India pan out as more and more people get connected?
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Who will win?
Internet use in
for the ﬁrst
consumerswill jump as high as
The number of
in India to
The average consumer
3 to 5 hours a day
Mobile devices are the most popular
means of consuming digital media
of this time online
India is soaring
Media consumption is
In 2018,India will see
big changes in
age 25 or
in rural towns
on the rise
content is estimated
to increase from
Amount of media consumed online
Only 20% of
PCs or laptops
The key question:
Can traditional media players translate
oﬀ-line print and TV dominance into digital
attraction—or will “digitally native”
upstarts disrupt the industry and erode
traditional players’ positions?
The big opening?
Creating digital destinations with
vernacular content that cuts across genres
(e.g., news, sports, gossip, Bollywood)
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© The Boston Consulting Group, Inc. 2015. All rights reserved.
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