The Indian connected consumer is already a different person than he or she was just a year ago. How will the evolution of the digital experience in India pan out as more and more people get connected? Read more on bcg.perspectives here: http://on.bcg.com/1HHbcnD

1. Digital
disruption
in India’s
media industry:
Who will win?
Internet use in
It took
2 decades
for the first
200 million
connected
consumerswill jump as high as
The number of
Internet users
in India to
come online
The average consumer
today spends
3 to 5 hours a day
with media
Mobile devices are the most popular
means of consuming digital media
Digital consumers
spend 35%
of this time online
India is soaring
Media consumption is
moving online
in 2018
550 million
In 2018,India will see
big changes in
who’s online
Older
Rural
Female
From 40%
to 54%
age 25 or
older
From 29%
to 50%
in rural towns
and villages
From 25%
to 35%
ofallusers
23%
use
feature
phones
Digital consumption
increases with
digital maturity
Vernacular
content is
on the rise
Non-English online
content is estimated
to increase from
2013 2018
45% 60%
Less than
1 year
More than
1 year
More than
3 years
More than
5 years
Amount of media consumed online
Experience
as an
online
consumer
30%
34%
39%
42%
Only 20% of
connected
consumers use
PCs or laptops
35%
The key question:
Can traditional media players translate
off-line print and TV dominance into digital
attraction—or will “digitally native”
upstarts disrupt the industry and erode
traditional players’ positions?
The big opening?
Creating digital destinations with
vernacular content that cuts across genres
(e.g., news, sports, gossip, Bollywood)
56%usesmartphones
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