Dig­i­tal advertising spend in In­dia to touch Rs35.75b

The Pak Banker - - BUSINESS -

NEW DELHI: Dig­i­tal advertising spends in In­dia in lo­cal lan­guages is ex­pected to reach Rs1.79 bil­lion (Dh104 mil­lion) while the over­all spend on the same plat­form will be to the tune of Rs35.75 bil­lion by the end of this year, a study said.

Ac­cord­ing to a find­ing by in­ter­net and Mo­bile As­so­ci­a­tion of In­dia and IMRB In­ter­na­tional, with the in­creas­ing avail­abil­ity of dig­i­tal con­tent in the lo­cal lan­guage, this share is ex­pected to reach nearly 30 per cent of the over­all dig­i­tal advertising spends by 2020.

It said an in­creased use of con­tent on the in­ter­net based on lo­cal lan­guage will lead to a growth of 39 per cent in the cur­rent user base and ru­ral In­dia will be the pri­mary driver of the pro­jected growth con­tribut­ing 75 to the surge in in­ter­net users while ur­ban cen­tres will register a growth of 16 per cent. The find­ing said the lo­cal lan­guage user base in In­dia is grow­ing at a rate of 47 per cent ev­ery year and will reach 127 mil­lion users by June 2015. Un­der the preva­lent sce­nario, 81 mil­lion in­ter­net users from a base of 188 mil­lion users in ur­ban cen­tres use lo­cal lan­guage on the web while 46 mil­lion from 81 mil­lion users in ru­ral In­dia do the same, the study said. As per the study, com­mu­ni­ca­tion, so­cial net­work­ing and en­ter­tain­ment are some of the pri­mary rea­sons peo­ple ac­cess the in­ter­net - the ur­ban pop­u­lace prefers in­ter­net ac­cess for com­mu­ni­ca­tion needs while in­ter­net users in up­coun­try lo­ca­tions use in­ter­net pri­mar­ily for en­ter­tain­ment.

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