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Understanding India’s Next Billion Internet Users

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ShareChat releases a report titled ‘Understanding India’s Next Billion Internet Users’, with Nielsen India as its Knowledge Partner, based on research carried out to understand the overall social media usage, consumption and online behaviour.

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Understanding India’s Next Billion Internet Users

  1. 1. 2 3 The following report is a research report commissioned by Mohalla Tech Private Limited, conducted by Nielsen as per brief provided by Mohalla Tech Private Limited. The fieldwork is done in an unbiased manner (field work done in an online panel with the centres recommended by ShareChat) without intervention from ShareChat and quality control procedures were followed strictly. Primary Search Methodology Primary research was undertaken by Nielsen India to cover the overall social media usage & consumption and online behaviour. The study was based on 3788 online surveys conducted across 81 cities in India to understand the proportion of the population who post/consume content in the social network at least once a week. Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  2. 2. 4 5 Introduction..........................................................................................................................................05 Target Group.......................................................................................................................................06 Understanding India Vs Bharat ................................................................................... 07 Social Networking Behaviour ..........................................................................................09 Interaction with Digital Apps ..............................................................................................11 Durable Ownership........................................................................................................................12 Categories They Bought..........................................................................................................13 Categories They Spend............................................................................................................14 Categories They Bought Online......................................................................................15 Investments They Do...................................................................................................................16 Mobile and Network......................................................................................................................17 Summary .................................................................................................................................................18 Zone & State Discovery.............................................................................................................19 TABLE of CONTENT INTRODUCTION ShareChat is the largest Indian social media platform. The platform was started with an objective to encourage Indian languages in the internet space. Today, the platform has more than 160 million monthly active users. Truly Indian in nature, ShareChat allows Indians to share their thoughts, emotions, opinions; and become friends with others in their mother tongue. The platform has users from over 2,00,000 pin codes across 15 languages including, Hindi, Tamil, Telugu, Marathi, Kannada, Malayalam, Punjabi, Bengali, Assamese, Gujarati, Odia, Urdu, Bhojpuri and dialects such as Haryanvi and Rajasthani. ShareChat wanted to understand the behaviour and profile of the UGC users and publish a report to reach out to Brands, Advertisers, and Investors. ShareChat commissioned a project with Nielsen as their knowledge partner for a primary survey, the finding for which will be used by ShareChat with brands and advertisers. Definitions To Be Referred India Social Networking users who prefer only English for using social network. Bharat Social Networking users who prefer Regional languages for using social network. 4 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29] 5
  3. 3. 6 7 Tier 2: 20% Tier 3: 20%Metro: 20% Tier 1: 40% GENDER NCCS Male 71% NCCS A 71% Female 29% NCCS B 29% Research Considerations The age of the respondent should be 18 or above (minimum criteria to use the social network). The respondent should be someone who posted/consumed content in the social network at least once a week. TARGET GROUP CITY TYPE All India 47% 53% Metro 53% 47% Non Metro 46% 54% Language preferred for Social Media India – prefer only English in Social Media Bharat – prefer Regional language in Social Media UNDERSTANDING INDIA VS BHARAT The preference of regional language in Social media is higher in Non- Metro when compared to Metro. Given the fact that a large proportion of the population lives in Non-Metro, there is a scope for regional language social media to grow substantially. Within Metro, the preference for regional language is higher in the South. Overall preference for regional language is higher in the North (57%) and East zones (55%) Male prefer to use regional language, while females prefer a mix of both English and Regional for social media. People who speak Bengali, Gujarati, Kannada, Marathi, Odia, Punjabi, Rajasthani, Tamil and Telugu as the first language prefer using their Regional language in Social Media Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  4. 4. 8 9 78% of Bharat do Social media activity like watch/upload/create content during their leisure time. 85% of Bharat do social media activity or online gaming during their leisure time. 3 out of 4 people use social network every day, and they use it most from 7-11 pm. They use at least 3 times a day and spend more than 5 hours a week. Bharat uses Social network multiple times in a day. Videos are the most preferred format, and they prefer up to 2 mins. Keeping in touch with peer group and Entertainment are the top 2 reasons for using Social networks. 9 out of 10 users use Social network along with some other activities. SOCIAL NETWORKING BEHAVIOUR CONSUMPTION Frequency Every day At least once a week Once a month 73% 1% 26% Top Genres Followed /Watched Content They Follow Music Comedy and music were the top 2 genres among Bharat They mostly follow individual content from friends/ family & influencers 86% Comedy 87% News Individuals (Friends/ Family/ Influencers) Social groups Celebrity Brands TV Channels85% 59% 58% 51% 49% 49% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  5. 5. 10 11 1 out of 2 uploads content on the social network every day, and it is comparatively higher in the south. 1/3rd of the social network users share their posts with the public, East higher in public sharing. Fourth of Bharat post public content. UPLOADING Uploading Frequency 2 49% 1% 1% Once in 6 month Every day Once a year More than once a week Do not upload Atleast once a week Once a month 29% 11% 7% SOCIAL NETWORKING BEHAVIOUR 4 out of 5 of those who upload contents are comfortable in uploading any form of content that includes photos, videos, gifs, text over an image, etc. Comfort in sharing the content Pictures Videos Status in Text Format Text over image Motion Videos GIFs Images followed by videos are uploaded the most. Video upload is higher in the North. Highest Uploaded Formats 55 51 4550 47 49 30 85 32 83 34 79 31 81 34 81 33 82 Top Break (Fully comfortable) 2nd Top Break (Comfortable) 62% 54% 45% 42% 34% 33% Images Videos Status in Text Format Text Over Image Motion Videos GIFs Messaging, Banking & Payment, Delivery, and Online shopping are the top 4 Digital Apps used by every 2nd Social media user. Messaging Apps are used across the town class. While other online Apps has higher usage in Metros Messaging, Delivery, and Online shopping apps Skews to Bharat. The gap is higher in Fashion Lifestyle and Ticket Booking Apps. 61% 51% 46% 48% 66% 64% 52% 51% 50% 53% 55% 52% India Bharat INTERACTION WITH DIGITAL APPS Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), Jharkhand(E), West Bengal(E), Maharashtra (W) and Madhya Pradesh in respective Zones are high on the usage of Digital Apps Low usage of Digital Apps seen in Haryana (N), Kerala (S), Orissa(E) and Gujarat(W) HIGH USAGE LOW USAGE Delhi (N) Rajasthan (N) Haryana (N) AP/Telangana (S) Karnataka (S) Kerala (S) Jharkhand (E) West Bengal (E) Orissa (E) Maharashtra (W) Madhya Pradesh Gujarat (W) Messaging Apps Banking & Payment Wallets Delivery Apps Online Shopping Apps Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  6. 6. 12 13 DURABLE OWNERSHIP Washing Machine 67% Air Conditioner 50% Water Purifiers 39% Cooler 35% Smart Android TV 35% Grinder 40% D2H 38% Digital Camera 33% Bluetooth Speakers 39% Almost all the household of the Social Media users have Colour TV. Air Conditioner, Sofa sets, Grinders, Water Purifiers, Bluetooth, Smart/ Android TV skews to Metro. Cooler skews to Non-Metro. Except for Washing Machine and D2H, ownership of rest all durables are lower among Bharat. Durable ownership is higher in Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), West Bengal(E), and in Maharashtra(W). Durable ownership is lower in Haryana(N), Kerala(S), Orissa(E), and Madhya Pradesh(W). Ownership of Smart Gadgets like Bluetooth speaker and SmartWatch seen higher among the East mainly coming from Bihar and West Bengal. Sofa Sets 42% Fashion Products are bought equally among the Metro and Non-Metros, where the other categories are bought more in Metro than in Non-Metro. Delhi and Rajasthan are the top buyers of all the categories. Bharat has bought more categories when compared to India in the last 3 months. Categories like Beauty & Grooming, Home Furnishing & Décor, Computer Accessories, Non-Electronic Devices, Media, and Computer Devices are bought more among Bharat. CATEGORIES THEY BOUGHT 62% 50% 46% 36% 29% 22% 49% 36% 33% 27% Fashion Products Beauty & Grooming Mobile Phones Books & Stationaries Media Groceries Home Furnishing & Decor Computer Accessories Non Electronic Devices Computer Device 63% 50% 47% 42% 34% 32% 35% 26% 25% 19% 61% 49% 52% 50% 37% 39% 31% 32% 29% 25% India Bharat Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  7. 7. 14 15 India is driven towards clothes and durables goods when it comes to spending. India also spends higher in cosmetics as compared to Bharat. Bharat spends significantly higher on expensive watches, perfumes, bags, shoes, etc. as compared to India. Bharat also spends more on home furnishing, gym, club, sports arena membership as compared to India. Clothes are the top spending category in Metros (Bangalore, Delhi, Mumbai falls among the higher spenders). Delhi, Bihar, Gujarat, Uttar Pradesh, Assam, and Maharashtra are the states that spend more on clothes. Bharat India 69% 41% 35% 33% 24% 65% 42% 33% 30% 29% 67% 42% 34% 32% 27% Clothing Travelling Gadgets Durable Goods Expensive Watch, Perfumes, Bag, Shoe, etc. Comparatively, Haryana, Punjab and Tamil Nadu spend less on Clothes. Travelling is the second most spent category. Rajasthan, Karnataka, and Jharkhand are the top 3 states on spending for Travel. Haryana, AP/ Telangana, and Orissa take the lower spots on Travel spending. Jewellery, cosmetics, and home furnishing are the next 3 categories where they spend. Spending on expensive watch/perfume/bag/shoe and home furnishing higher among the Bharat compared to India. CATEGORIES THEY SPEND CATEGORIES THEY BOUGHT ONLINE India Bharat 82% 83% 75% 77% 72% 57% 58% 53% 60% 43% 78% 75% 78% 74% 69% 66% 60% 63% 55% 46% Mobile Phones Media - Movies, Music, Videos, Etc. Fashion Product Non Electronics Devices Computer Devices Home Furnishing & Decor Computer Accessories Beauty & Grooming Books & Stationaries Groceries Fashion, Mobile Phones, Non-Electronic devices, and Media are among the top bought online categories. Fashion, Home Furnishing & Décor, and Beauty & Grooming have a better purchase rate in Bharat when compared with India. Delhi, Karnataka, Rajasthan, and West Bengal buys more categories online than other states. Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  8. 8. 16 17 9 out of 10 do at least one investment, of which 8 invest themselves, and only one invests through someone else. Delhi, Bihar, and West Bengal are the top 3 states with people favouring investments. Jharkhand, Orissa, and Punjab are the bottom 3 states in investments. 1-2 out of 10 invest in Post office, Stock Market, Real Estate, PF, RD, or PPF. INVESTMENTS THEY DO 36% 22% 46% 37% 49% Mutual Funds Gold/ Silver Life Insurance Fixed Deposit Savings Account On average, Bharat invests in 4 different investment plans while India invests in 3 investment plans. Bharat’s investment among the top 5 investment tools is higher when compared with India. 41% 34% 34% 19% 44% 53% 51% 39% 39% 24% Savings Account Life Insurance Fixed Deposit Mutual Funds Gold/ Silver 16 21% 19% 22% Overall India Bharat 16% 17% 15% Overall India Bharat MOBILE AND NETWORK 45% 39% 50% 39% 40% 38% 30% 29% 30% Average Spends 352 Average Spends 343 Average Spends 357 Overall BharatIndia BharatIndia Average Spends 366 Average Spends 370 Average Spends 362 Average Spends 332 Average Spends 334 Average Spends 336 Data plans became cheaper across the network, and hence 9 out of 10 use the mobile network to access the internet most of the time. The usage of Jio is higher among Bharat when compared with India. Samsung and Mi are the Top 2 mobile Brands. Samsung is higher in Metro and East (Bihar and West Bengal) and lower in North (Haryana) and South (Karnataka). Mi is higher in West (Gujarat) and lower in South (Kerala). Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  9. 9. 18 19 Social Network Users are younger (less than 35 years). Growth in UPI and payment wallets and their penetration across the town class resulted in higher usage of payment wallets. They use Social network whenever they get free time. Keeping in touch with peer group and entertainment are the top 2 reasons for them to use the social network, and their preferred genre is Technology and News. Pictures followed by videos are the most used format for posting/uploading. 2 out of 5 Bharat post content publicly, India post mix of public and only to friends. Video is the most preferred consumption format. 1 out of 2 people either share the content or like the content post seeing it on the social network. They prefer video content with less than 2 min. Clothing and Travelling are the Top 2 categories they spend. Spends on Expensive watch/perfume/ bag/ shoe and Home furnishing higher among the Bharat compared to India. Samsung is the most used mobile, and Reliance Jio is the most used network connection. Social network users seek value for money for the products they buy. 1 out of 2 use social network at least 3 times a day and spend more than 5hour in a week. Usage is seen higher between 7-11 pm. Bharat uses the social network multiple times in a day when compared to India. 9 out of 10 use the social network while doing some other activities like listening to music or waiting for someone. SUMMARY 18 UNDERSTANDING INDIA’S NEXT BILLION INTERNET USERS ZONE AND STATE DISCOVERY Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  10. 10. 20 21 EAST Interaction with Digital Apps Top 3 apps used in the East are Messaging Apps, News, and Shopping Apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming are among the top 3 bought categories. 58% Messaging Apps 55% News Apps 54% Shopping Apps Offline Online 50 38 62 Beauty & Grooming 34 17 83 Mobile Phones 28 15 85 Media 51 64 36 Groceries 35 38 62 Books & Stationaries 31 21 79 Non Electronic Devices 62 15 85 Fashion Products 44 41 59 Home Furnishing & Decor 34 43 57 Computer Accessories 24 36 64 Baby Care, Kids Accessories 21 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  11. 11. 22 23 Top 10 Durables Owned Washing Machine, Sofa, Bluetooth speakers and Air Conditioners among the top durables owned. Washing Machine 60% Air Conditioner 43% Water Purifiers 39% Cooler 35% Smart /Android TV 33% Grinder 42% D2H 42% Digital Camera 34% Bluetooth Speakers 43% Sofa Sets 44% Interaction with Digital Apps Top 3 apps used in Assam are Messaging Apps, Banking, and Shopping Apps skews to Females. Top Categories They Bought Fashion, Beauty & Grooming, and Grocery among the top 3 bought categories. ASSAM 61% Messaging Apps 56% Banking & Payment Apps 56% Shopping Apps Offline Online 44 61 29 Groceries 33 19 81 Home Furnishing & Decor 20 23 77 Books & Stationaries 50 31 69 Beauty & Grooming 34 18 82 Mobile Phones 27 18 82 Media 19 50 50 Large Appliances 58 8 92 Fashion Products 36 30 70 Non Electronic Devices 33 24 76 Computer Accessories 19 33 67 Baby Care, Kids Accessories 23 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  12. 12. 24 25 Top 10 Durables Owned Washing Machine, Grinder and Sofa set among the top durables owned. Washing Machine 56% Air Conditioner 41% Water Purifiers 41% Microwave Oven / OTG 36% Smart /Android TV 31% Grinder 56% D2H 45% TV Black & White 33% Bluetooth Speakers 48% Sofa Sets 50% Interaction with Digital Apps Top 3 apps used in Bihar are News, Messaging Apps, and Shopping Apps. Top Categories They Bought Fashion, Groceries, and Home Furnishing among the top 3 bought categories. BIHAR 62% News Apps 57% Messaging Apps 55% Shopping Apps Offline Online 50 27 73 Home Furnishing & Decor 41 47 53 Computer Accessories 27 17 83 Media 61 61 39 Groceries 44 37 63 Books & Stationaries 30 15 85 Non Electronic Devices 62 18 82 Fashion Products 48 40 60 Beauty & Grooming 37 20 80 Mobile Phones 27 43 57 Baby Care, Kids Accessories 25 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  13. 13. 26 27 Top 10 Durables Owned Washing Machine, D2H, Air Conditioner and Sofa set among the top durables owned. Washing Machine 58% Air Conditioner 45% Water Purifiers 41% Cooler 33% Smart /Android TV 34% Grinder 39% D2H 50% Digital Camera 33% Bluetooth Speakers 44% Sofa Sets 45% Interaction with Digital Apps Top 3 apps used in Jharkhand are Shopping Apps, Messaging, and Banking/Payments Apps. Top Categories They Bought Fashion, Beauty & Grooming, and Grocery among the top 3 bought categories. JHARKHAND 62% Shopping Apps 60% Messaging Apps 58% Banking & Payment Apps Offline Online 53 48 52 Beauty & Grooming 32 19 81 Mobile Phones 28 12 88 Media 53 74 26 Groceries 33 47 53 Books & Stationaries 30 23 77 Non Electronic Devices 68 19 81 Fashion Products 43 58 42 Home Furnishing & Decor 30 54 46 Computer Accessories 22 44 56 Large Appliances 27 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  14. 14. 28 29 Top 10 Durables Owned Washing Machine, Grinder and Sofa set among the top durables owned. Washing Machine 63% Air Conditioner 42% Water Purifiers 42% Microwave Oven / OTG 41% Smart /Android TV 34% Grinder 50% D2H 33% Cooler 43% Bluetooth Speakers 38% Sofa Sets 47% Interaction with Digital Apps Top 3 apps used in Orissa are News, Messaging Apps, and Entertainment Apps. Top Categories They Bought Fashion, Beauty & Grooming, and Home Furnishing & Decor among the top 3 bought categories. ORISSA 48% News Apps 44% Messaging Apps 41% Entertainment Apps Offline Online 40 42 58 Beauty & Grooming 30 30 70 Mobile Phones 21 30 70 Media 43 37 66 Groceries 32 70 30 Books & Stationaries 24 41 59 Non Electronic Devices 55 14 86 Fashion Products 33 33 67 Home Furnishing & Decor 25 16 84 Computer Accessories 19 39 61 Large Appliances 29 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  15. 15. 30 31 Top 10 Durables Owned Washing Machine, D2H and Cooler among the top durables owned. Washing Machine 62% Air Conditioner 30% Water Purifiers 29% Cooler 34% Smart /Android TV 23% Grinder 32% D2H 37% Cooler 22% Bluetooth Speakers 29% Sofa Sets 30% Interaction with Digital Apps Top 3 apps used in West Bengal are Messaging Apps, News and Entertainment Apps. Top Categories They Bought Fashion, Groceries and Beauty & Grooming among the top 3 bought categories. WEST BENGAL 66% Messaging Apps 62% News Apps 60% Entertainment Apps Offline Online 56 33 67 Beauty & Grooming 41 15 85 Mobile Phones 31 15 85 Non Electronic Devices 60 57 43 Groceries 44 35 65 Books & Stationaries 32 47 53 Computer Accessories 64 14 86 Fashion Products 49 45 55 Home Furnishing & Decor 35 11 89 Media 27 34 66 Baby Care, Kids Accessories 31 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  16. 16. 32 33 Top 10 Durables Owned Washing Machine, Bluetooth speakers and Air conditioner among the top durables owned. Washing Machine 59% Air Conditioner 51% Water Purifiers 42% Cooler 34% Smart /Android TV 39% Grinder 44% D2H 45% Smart Watch 38% Bluetooth Speakers 53% Sofa Sets 49% NORTH Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  17. 17. 34 35 Interaction with Digital Apps Top 3 apps used in North are Messaging Apps, Banking, and Delivery Apps. Top Categories They Bought Fashion, Beauty & Grooming,, and Home Furnishing & Decor among the top 3 bought categories. 70% Messaging Apps 55% Banking & Payment Apps 53% Delivery Apps Offline Online 52 41 59 Groceries 38 37 63 Home Furnishing & Decor 27 26 74 Books & Stationaries 54 42 58 Beauty & Grooming 40 22 78 Mobile Phones 31 24 76 Media 65 27 73 Fashion Products 49 52 48 Non Electronic Devices 34 51 49 Computer Accessories 25 27 73 Computer Devices Top 10 Durables Owned Washing Machine, Air conditioner and Sofa Sets among the top durables owned. Washing Machine 71 Air Conditioner 57 Water Purifiers 41 Microwave Oven / OTG 37 Smart /Android TV 39 Grinder 42 D2H 38 Cooler 43 Bluetooth Speakers 39 Sofa Sets 45 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  18. 18. 36 37 Interaction with Digital Apps Top 3 apps used in Delhi are Messaging Apps, Banking, and Shopping Apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. DELHI 77% Messaging Apps 76% Banking & Payment Apps 70% Shopping Apps Offline Online 70 0 100 Groceries 51 9 91 Home Furnishing & Decor 34 19 81 Books & Stationaries 72 40 60 Beauty & Grooming 52 71 29 Mobile Phones 34 41 59 Media Computer Devices 73 12 88 Fashion Products 60 37 63 Non Electronic Devices 39 17 83 Computer Accessories 32 17 83 Top 10 Durables Owned Washing Machine, Air Conditioner and Sofas among the top durables owned. Washing Machine 92 Air Conditioner 78 Water Purifiers 60 Cooler 52 Smart /Android TV 58 Grinder 56 D2H 55 Digital Camera 53 Bluetooth Speakers 60 Sofa Sets 65 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  19. 19. 38 39 Interaction with Digital Apps Top 3 apps used in Haryana are Messaging Apps, Delivery, and Music Apps. Top Categories They Bought Fashion, Beauty & Grooming, and Books & Stationaries among the top 3 bought categories. HARYANA 80% Messaging Apps 29% Delivery Apps 29% Music Apps Offline Online 33 85 15 Beauty & Grooming 26 78 22 Mobile Phones 17 89 11 Non Electronic Devices 40 80 20 Groceries 32 67 33 Books & Stationaries 19 100 0 Computer Accessories 40 62 38 Fashion Products 32 67 33 Home Furnishing & Decor 20 43 57 Toys 16 47 53 Baby Care, Kids Accessories Top 10 Durables Owned Washing Machine and Air Conditioner among the top durables owned Washing Machine 45% Air Conditioner 35% Water Purifiers 14% Cooler 14% Smart /Android TV 18% Smart Watch 15% Grinder 16% D2H 13% Food Processor 13% Bluetooth Speakers 13% Sofa Sets 17% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  20. 20. 40 41 Interaction with Digital Apps Top 3 apps used in Punjab are Messaging Apps, Banking, and Delivery Apps. Top Categories They Bought Fashion, Home Furnishing & Decor, and Beauty & Grooming among the top 3 bought categories. PUNJAB 65% Messaging Apps 48% Banking Apps 48% Delivery Apps Offline Online 44 54 46 Groceries 34 40 60 Home Furnishing & Decor 28 38 62 Books & Stationaries 52 43 57 Beauty & Grooming 36 32 68 Mobile Phones 30 29 71 Media 64 32 68 Fashion Products 37 56 34 Non Electronic Devices 31 56 44 Computer Accessories 26 28 72 Computer Devices Top 10 Durables Owned Washing Machine, Air Conditioners and Sofa among the top durables owned. Washing Machine 57% Air Conditioner 48% Water Purifiers 33% Microwave Oven / OTG 33% Smart /Android TV 33% Grinder 36% D2H 30% Cooler 33% Bluetooth Speakers 30% Sofa Sets 37% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  21. 21. 42 43 Interaction with Digital Apps Top 3 apps used in Rajasthan are Messaging Apps, Banking, and Delivery Apps. Top Categories They Bought Fashion, Beauty & Grooming, and Groceries among the top 3 bought categories. RAJASTHAN 80% Messaging Apps 71% Banking Apps 68% Delivery Apps Offline Online 65 43 57 Groceries 51 38 62 Home Furnishing & Decor 43 13 87 Books & Stationaries 66 29 71 Beauty & Grooming 54 11 89 Mobile Phones 44 7 93 Media 75 12 88 Fashion Products 63 32 68 Non Electronic Devices 48 26 74 Computer Accessories 34 14 86 Computer Devices Top 10 Durables Owned Washing Machine, Air Conditioners, and Cooler among the top durables owned Washing Machine 83% Air Conditioner 69% Water Purifiers 53% Cooler 60% Smart /Android TV 48% Digital Camera 48% Grinder 52% D2H 53% Microwave/OTG 49% Bluetooth Speakers 55% Sofa Sets 57% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  22. 22. 44 45 Interaction with Digital Apps Top 3 apps used in Uttar Pradesh are Messaging Apps, Banking, and Shopping Apps. Top Categories They Bought Fashion, Beauty & Grooming, and Groceries among the top 3 bought categories. 67% Messaging Apps 59% Banking Apps 58% Shopping Apps Offline Online 53 49 51 Groceries 39 29 71 Home Furnishing & Decor 26 19 81 Books & Stationaries 56 33 67 Beauty & Grooming 39 17 83 Mobile Phones 31 26 74 Media Computer Devices 67 27 73 Fashion Products 53 40 60 Non Electronic Devices 32 46 54 Computer Accessories 24 26 74 UTTAR PRADESH Top 10 Durables Owned Washing Machine, Air Conditioners, Cooler and Sofa among the top durables owned Washing Machine 77% Air Conditioner 59% Water Purifiers 45% Cooler 48% Smart /Android TV 40% Grinder 46% D2H 41% Digital Camera 40% Bluetooth Speakers 42% Sofa Sets 48% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  23. 23. 46 47 SOUTH Interaction with Digital Apps Top 3 apps used in South are Messaging Apps, Banking, and Delivery Apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. 62% Messaging Apps Offline Online 45 58 42 Groceries 33 43 57 Home Furnishing & Decor 26 25 75 Books & Stationaries 48 38 62 Beauty & Grooming 34 22 78 Mobile Phones 26 29 71 Media Computer Devices 61 23 77 Fashion Products 44 34 66 Non Electronic Devices 31 36 64 Computer Accessories 20 33 67 47 49% Delivery Apps 49% Banking Apps Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  24. 24. 48 49 Top 10 Durables Owned Washing Machine, Sofa, Air Conditioners and DTH among the top durables owned. Washing Machine 69% Air Conditioner 49% Water Purifiers 37% Cooler 32% Smart /Android TV 32% Grinder 38% D2H 39% Digital Camera 31% Bluetooth Speakers 36% Sofa Sets 39% Interaction with Digital Apps Top 3 apps used in AP and Telangana are Messaging Apps, OTT Platforms, and Banking Apps. Top Categories They Bought Fashion, Beauty & Grooming, and Home Furnishing & Decor among the top 3 bought categories. 65% Messaging Apps 56% OTT Platforms 52% Banking Apps Offline Online 49 42 58 Groceries 37 19 81 Home Furnishing & Decor 26 21 79 Books & Stationaries 49 38 63 Beauty & Grooming 38 39 61 Mobile Phones 28 46 54 Media Large Appliances 59 25 75 Fashion Products 44 59 41 Non Electronic Devices 29 23 77 Computer Accessories 22 25 75 AP + TELANGANA 49 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  25. 25. 50 51 Top 10 Durables Owned Washing Machine, AC, Water purifier and Sofa set among the top durables owned. Washing Machine 73% Air Conditioner 58% Water Purifiers 42% Cooler 38% Smart /Android TV 37% Grinder 41% D2H 35% Digital Camera 36% Bluetooth Speakers 41% Sofa Sets 42% Interaction with Digital Apps Top 3 apps used in Karnataka are Delivery apps, Messaging Apps, and Banking apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. 59% Delivery Apps 58% Messaging Apps 55% Banking Apps Offline Online 51 33 67 Groceries 38 10 90 Home Furnishing & Decor 28 22 78 Books & Stationaries 57 41 59 Beauty & Grooming 39 41 59 Mobile Phones 32 25 75 Media Large Appliances 69 11 89 Fashion Products 48 25 75 Non Electronic Devices 33 34 66 Computer Accessories 26 26 74 KARNATAKA 51 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  26. 26. 52 53 Top 10 Durables Owned Washing Machine, Air Conditioner, Sofa set, and Grinder among the top durables owned. Washing Machine 81% Air Conditioner 47% Water Purifiers 46% Microwave Oven / OTG 39% Smart /Android TV 44% Grinder 47% D2H 45% Digital Camera 41% Bluetooth Speakers 42% Sofa Sets 48% Interaction with Digital Apps Top 3 apps used in Kerala are Messaging, Banking Apps, and Shopping Apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. Offline Online 36 40 60 Groceries 26 33 67 Home Furnishing & Decor 19 31 69 Books & Stationaries 48 69 31 Beauty & Grooming 32 27 73 Mobile Phones 23 19 81 Media Computer Devices 57 28 72 Fashion Products 33 28 72 Non Electronic Devices 24 36 64 Computer Accessories 14 38 62 KERALA 52% Messaging Apps 42% Banking Apps 42% Shopping Apps 53 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  27. 27. 54 55 Top 10 Durables Owned Washing Machine, D2H, and Vacuum Cleaner among the top durables owned. Washing Machine 50% Air Conditioner 29% Water Purifiers 29% Cooler 25% Smart /Android TV 20% Grinder 28% D2H 42% Vacuum Cleaner 21% Bluetooth Speakers 29% Sofa Sets 34% Interaction with Digital Apps Top 3 apps used in Tamil Nadu are Messaging Apps, Delivery Apps, and OTT Platforms. Top Categories They Bought Fashion, Home Furnishing & Decor, and Beauty & Grooming among the top 3 bought categories. Offline Online 47 42 58 Groceries 35 27 73 Home Furnishing & Decor 28 40 60 Books & Stationaries 48 41 59 Beauty & Grooming 39 55 45 Mobile Phones 29 38 62 Media Computer Devices 61 30 70 Fashion Products 46 62 38 Non Electronic Devices 29 41 59 Computer Accessories 25 41 59 TAMIL NADU 75% Messaging Apps 54% Delivery Apps 52% OTT Platforms 55 Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  28. 28. 56 57 Top 10 Durables Owned Washing Machine, Air conditioner, Sofa set, and Grinder among the top durables owned. Washing Machine 79% Air Conditioner 70% Water Purifiers 36% Digital Camera 30% Smart /Android TV 30% Grinder 39% D2H 32% Smart Watch 29% Bluetooth Speakers 34% Sofa Sets 37% WEST Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  29. 29. 58 59 Interaction with Digital Apps Top 3 apps used in West are Messaging Apps, OTT Platforms, and Banking Apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. 65% Messaging Apps 55% OTT Platforms 54% Banking Apps Offline Online 51 46 54 Groceries 35 16 84 Home Furnishing & Decor 30 16 84 Books & Stationaries 51 48 52 Beauty & Grooming 38 42 58 Mobile Phones 31 22 78 Media Large Appliances 61 24 76 Fashion Products 44 37 63 Non Electronic Devices 33 46 54 Computer Accessories 25 33 67 Top 10 Durables Owned Washing Machine, Air Conditioner, Sofa set, and Water Purifier among the top durables owned. Washing Machine 66% Air Conditioner 50% Water Purifiers 39% Microwave Oven / OTG 32% Smart /Android TV 37% Grinder 37% D2H 35% Digital Camera 32% Bluetooth Speakers 39% Sofa Sets 42% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  30. 30. 60 61 Interaction with Digital Apps Top 3 apps used in Gujarat are Messaging Apps, Banking, and Entertainment Apps. Top Categories They Bought Fashion, Books & Stationaries, and Beauty & Grooming among the top 3 bought categories. 56% Messaging Apps 54% Banking Apps 49% Entertainment Offline Online 33 59 41 Groceries 26 55 45 Home Furnishing & Decor 17 32 68 Books & Stationaries 40 46 54 Beauty & Grooming 32 43 57 Mobile Phones 19 23 77 Toys Baby Care 40 33 67 Fashion Products 32 20 80 Non Electronic Devices 20 53 47 Computer Accessories 16 28 72 GUJARAT Top 10 Durables Owned Washing Machine, Sofa, Water Purifiers and Air Conditioners among the top durables owned. Washing Machine 53% Air Conditioner 45% Water Purifiers 38% Microwave Oven / OTG 28% Smart /Android TV 35% Grinder 34% D2H 35% Digital Camera 31% Bluetooth Speakers 36% Sofa Sets 45% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  31. 31. 62 63 Interaction with Digital Apps Top 3 apps used in Maharashtra are Messaging Apps, OTT Platforms, and Browsers. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. 68% Messaging Apps 61% Browsers 60% OTT Platforms Offline Online 50 39 61 Groceries 36 9 91 Home Furnishing & Decor 35 19 81 Books & Stationaries 59 41 59 Beauty & Grooming 43 46 54 Mobile Phones Large Appliances 35 19 81 Media 61 16 84 Fashion Products 46 35 65 Non Electronic Devices 36 44 56 Computer Accessories 29 29 71 MAHARASHTRA Top 10 Durables Owned Washing Machine, Sofa, Water Purifiers and Air Conditioners among the top durables owned. Washing Machine 67% Air Conditioner 53% Water Purifiers 42% Microwave Oven / OTG 38% Smart /Android TV 42% Grinder 41% D2H 36% Digital Camera 38% Bluetooth Speakers 44% Sofa Sets 44% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  32. 32. 64 65 Interaction with Digital Apps Top 3 apps used in Maharashtra are Messaging Apps, OTT Platforms, Banking, and Shopping Apps Top Categories They Bought Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. 57% OTT Platforms 67% Messaging Apps 51% Banking Apps 51% Shopping Apps Offline Online 44 37 63 Groceries 35 28 72 Home Furnishing & Decor 29 23 77 Books & Stationaries 49 49 51 Beauty & Grooming 39 23 77 Mobile Phones Large Appliances 30 13 87 Media 66 28 72 Fashion Products 41 56 44 Non Electronic Devices 33 41 59 Computer Accessories 27 41 59 MADHYA PRADESH Top 10 Durables Owned Washing Machine, Air Conditioners, and Sofas among the top durables owned. Washing Machine 73% Air Conditioner 50% Water Purifiers 35% Microwave Oven/OTG 27% Smart /Android TV 33% Grinder 33% D2H 35% Cooler 33% Bluetooth Speakers 35% Sofa Sets 38% Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
  33. 33. 66 67 Please Note  Nielsen does not endorse any client claim or this report. Nielsen is an independent research agency and has undertaken the research for this particular project based on the brief received by Mohalla Tech Private Limited. Nielsen cannot support or advise on advertising or marketing campaigns or slogans or similar public disclosures.  Any citation to research must include the following:“Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29].”  Information provided by Nielsen is primarily designed for Mohalla Tech Private Limited internal use. We consent the use of the results referenced in this letter in an advertisement or public communication only and on the condition that Mohalla Tech Private Limited indemnifies and holds harmless Nielsen and Nielsen’s affiliates and their respective officers, directors, shareholders, members, agents and employees against all claims, damages, loss or expenses (including attorneys’ fees) arising from Mohalla Tech Private Limited disclosure of information related to the survey.

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