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    Report Charts a Preference for Local Dialect by Indian Consumers

    Report Charts a Preference for Local Dialect by Indian Consumers

    "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," says Heeru Dingra.

    By The Staff - Jul 29, 2020

    Dentsu-owned WATConsult digital agency under its market research division Recogn, has unveiled a report on ‘Digital, Diverse & Multilingual India’ that maps digital content consumption patterns of Indian users across local and regional languages.

    The report, which additionally offers an analysis of the users’ preferences inside the Indian demography, notes that “over the years internet usage behavior has changed tremendously with more users accessing the internet in their respective languages.”

    The research found that while most Indians speak at least two languages, “they are more comfortable accessing information in their local dialects.” Consequently, this has seen brands offering a variety of digital solutions along with mobile and internet applications to cater to such consumer demands.

    “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries,” said Heeru Dingra, CEO, WATConsult.

    “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.”

    Key Findings

    • 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 connection.
    • 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 a suitable experience that the customer is looking for.

    The report can be viewed here.

     

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