According to Boston Consulting Group (BCG), the number of internet users in India is expected to increase from 200 million in 2014 to about 550 million in 2018. Further, the growing internet user base of the country is going to be characterised by older, more rural, and more female consumers.
The consultancy firm underlines that internet users are spending more time with their digital devices, particularly smartphones, as they discover new applications and content. At present, websites and applications such as Google, Facebook, and YouTube are often the first destination for digital consumers.
Interestingly, a majority of Indians, particularly rural consumers, have bypassed the PC and are using mobile devices to get online on the go. Going forward, the use of vernacular content online is expected to increase from 45 per cent in 2013 to more than 60 per cent in 2018.
