WATConsult launches report on ‘Digital, Diverse & Multilingual India’

Report highlights changing internet usage & the need to offer information in local dialects

Mumbai, 21st July 2020:WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, under its market research division –Recogn, has unveiled its latest report on ‘Digital, Diverse & Multilingual India’. The report maps digital content consumption patterns of Indian users across local and regional languages. It also shares an in-depth analysis of the users’ preferences inside the Indian demography.

Over the past few years, internet usage behaviour has changed tremendously with more users accessing the internet in their respective languages. Also, whilst most Indians are well-versed in at least two languages, it is observed that they are more comfortable accessing information in their local dialects. Consequently, a variety of digital solutions along with mobile and internet applications have recently been introduced in several local languages to cater to such consumer demands.

This report, therefore, brings afore the digital content consumption patterns of these users across categories such as music, video streaming and short-and-long-format content, amongst others. For deeper understanding of the audience, the report has further segmented them into categories like functional users, casual users, students, etc.

Below are the key findings of the report: 

• By December 2020, WATConsult estimates that close to 70% of all internet users will access the internet in their local languages.
• A majority of Indians prefer watching content around Food, Entertainment and Education in their local language.
• Video content on Technology, Gadgets, Fashion and Sports are preferred to be consumed in English.
• 57% of the audiences watch online videos several times a day. YouTube is the most used application to watch and consume online video content, followed by Hotstar and JioTV.
• There has been a great transition in the music streaming market with the advent of global players like Spotify, YouTube Music, and others. The audiences prefer listening to music in their local or regional languages because it builds an emotional connect.
• While browsing on social media platforms, more than one-fourth of the users like to consume content related to memes, videos, images, etc. in their local language.
• More than one-fourth of the users feel that the search results in their local language are inaccurate.
• 43% of the housewives feel that there are limited options to choose the language on online shopping websites. Lack of this local language feature does not result in suitable experience that the customer is looking for.

Speaking on the report, HeeruDingra, CEO, WATConsult said, “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries. Since India is a diverse country with multiple languages and dialects, we believe that it is extremely important to approach consumers in the languages they prefer. While it is a mammoth challenge to process and train all the data for so many different languages, the insights presented in the report would benefit marketers significantly in chalking their way ahead.”

The report can be viewed on: (https://www.watconsult.com/watinsights/local-language/)and is available for download at Rs. 999.

About Recogn:

Recogn, research-based consulting division of WATConsult, complements the agency’s knowledge of digital media over a period of 10 years with the understanding of the digital audience. Recogn provides marketers with deeper insights into the minds of consumers and help create more focused marketing strategies. Recogn provides end-to-end research services like customized primary research into the domains of marketing strategy, brand strategy, product and communication strategies, among others. Find more about Recogn at: www.recogn.in

About WATConsult:

WATConsult is the globally awarded hybrid digital agency from the house of Dentsu Aegis Network. It has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. It has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. Recently, the agency won a Gold in ‘Thriving Culture’ category at Social Samosa AgencyCon Awards and attained ‘The Best workplace & People development’ title by Business Leader awards. 

It has won 11 Agency of the Year awards including: ‘The Digital Agency of the year’ at Social Samosa’s AgencyCon awards 2020;  The most influential digital agency of the year in 2019 by Brand Equity Agency Reckoner; ‘Display Agency of the Year at Digixx 2018; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017; Marketing Agency of the Year at MCube 2017; Digital Agency of the Year at Delhi Ad club awards 2017; Digital Agency of the year at DOD awards 2016; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards; ‘Boutique Media Agency of the Year’ at Media Ace Awards 2015, Mumbai, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi and ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore. 

About Dentsu Aegis Network India

Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and DentsuWebchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and MerkleSokrati.

mailus@audiencereports.com

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