REALITY CHECK

Transacting user base is small:

■ Of the 390 million users, only 40 per cent (160 million) transact online

User base is skewed, note quitable across socio-economic classes:

■ Of the 390 million internet users, 80 per cent (300 million) are from relatively affluent NCCS segment A, B, and C alone

■ A mere 13 per cent internet penetration across lower-income segments (just 90 million users in a base of 710 million) versus 73 per cent across NCCS segment A

Transacting base skewed as well:

■ 90 per cent transactors (140 million out of 160 million) from NCCS segments A, B, and C

■ Balance 60 per cent of users (230 million) go online for product research and content but prefer offline channel for transactions

Large unlock possible by enabling online transactions for a broader user base

■ Stay with the user: Typical users take 3–4 months from internet usage to first transaction, brands must learn to engage with them during this period

■ Build relevant content: Important to help users understand the purchase process through relevant content and use cases.

■ Build familiarity: Trust in channel increases as more time spent on Internet. Among users who have been on the internet for two or more years, 61 per cent transact online. The number is just 27 per cent among new users

■ Control dropouts: 54 million users, across NCCS segments A,B,C alone, stop online transaction post first trial purchase. Critical to re-engage with the journey dropouts to increase transacting user base

Source: Unlocking digital for Bharat: $ 50 billion opportunity, Bain and Company, Google, Omidyar Network