Vernacular likely to be the next killer app
The 'Vernacular Report' by IAMAI and IMRB says 45 million users were accessing content on the Internet in their local language in December 2012, out of a total of 122 million active net users in India
BestMediaInfo Bureau | Delhi | January 14, 2013
There are 45 million users accessing content on the Internet in their local language as of December 2012, while there are 122 million active Internet users in India, according to the 'Vernacular Report' by Internet and Mobile Association of India (IAMAI) and IMRB. However, as per 2001 Census of India, there are 769 million people who speak the top ten local languages in India. This shows that there is huge potential and headroom for growth of local language content in India, and going regional can help companies revolutionise the internet market in the country.
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Source: IAMAI-IMRB
The report finds that 64 per cent of Rural Internet users have used the net in the local language compared to only 25 per cent of Urban net users.
Source: IAMAI-IMRB
According to the report, a higher proportion of the rural population is aware of vernacular language content than urban users. This is primarily due to the availability of various Internet services such as government services and land record services in local languages.
However, despite the immense growth of Internet usage, the penetration of Internet usage still remains low. This can be attributed to three major factors: lack of infrastructure (viz., no Internet connection, computer, etc); beliefs (viz., no need for Internet); and lack of knowledge (viz., not aware of Internet).
Source: IAMAI-IMRB
According to the report, among the many Internet services used by users of vernacular content, email is the most popular application used (94 per cent). Local language content users access News, Matrimonial Services and Online Banking services way more in the local language than in English.
Internet Services usage in local languages
Source: IAMAI-IMRB
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