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Outbrain decodes India’s online content consumption trends

As per Outbrain’s findings, India is one of the most engaged markets for consumption on smartphones, along with Japan

BestMediaInfo Bureau | Mumbai | May 28, 2015


Content discovery platform Outbrain has released a comprehensive report analysing the key digital content consumption trends in India. The report compares India to other mature markets – Singapore, Philippines, Malaysia, Australia, the UK and the US.

The report, produced by Outbrain, was based on data collated from across its global media network between October 1 and December 31, 2014 and provides an insight into the minds of online content consumers.

Based on Outbrain’s findings, the Indian market is clearly dominated by Android users, where a staggering 76 per cent of the overall content consumed on smartphones is consumed on an Android device – second only to Malaysia. Nevertheless, iPhone still enjoys its best engagement rates in a number of key markets such as Australia, Japan, the UK and the US.

Looking at engagement on mobile devices, the report also shows that India is the most engaged market when it comes to consumption on tablets, overtaking even the US. It is also one of the most engaged markets for consumption on smartphones, along with Japan.

Other key insights from the study include peak consumption trends throughout the day. In India, PC is the dominant platform for consuming content from 10 am to 5 pm, peaking at 2 pm. Smartphone dominates as the core content consumption platform from 7 am to 8 am, when people normally commute from home to office, and overtakes PC from 7 pm to midnight. Content consumption trends on tablet are similar to that of smartphone because of its mobility.



The report delves deep into core content categories, such as Banking & Finance, Health, Lifestyle, Technology and Electronics.

The report is a new milestone for Internet usage analysis and has set a precedent for all future studies on content consumption in the region.

The analysis was based on a cross-sectional study of countries representing major international markets like India, the UK, the US, Australia, Singapore, Japan, Malaysia and the Philippines.

Speaking about the report, Gulshan Verma, GM for India and SEA, Outbrain, elaborated, “The Content Consumption Trends report aims to highlight some of the key facts, figures and trends on how people are reading and watching online content. It’s fascinating to see both the similarities and differences in terms of how and when content is consumed in India compared to other major markets globally.”

He further said, “The report not only delivers an analysis of consumption trends, but also helps to provide marketers with insights to help them better understand how to develop and place their content.”

Click here to read the report.

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