ShareChat-了解印度十亿网民（英文）-2020.11-34页_9mb

Understanding India's Next Billion Internet Users

Core Content Overview

This report provides an in-depth analysis of the behavior and preferences of social media users in India, distinguishing between users who prefer English (India) and those who prefer regional languages (Bharat). Conducted by Nielsen for ShareChat, the study includes 3788 online surveys across 81 cities, focusing on social media usage, digital app interaction, durable ownership, and spending habits.

Main Findings

Social Media Usage

• Daily Users: 3 out of 4 users access social media every day, with peak usage between 7-11 PM.
• Frequency: Users engage at least 3 times a day and spend over 5 hours weekly.
• Content Preferences:
  • Most Preferred Format: Videos (up to 2 minutes).
  • Top Reasons for Usage: Keeping in touch with peers and entertainment.
  • Preferred Genres: Comedy and music are top genres among Bharat users.
• Content Sharing:
  • 4 out of 5 users who upload content are comfortable sharing various formats (photos, videos, etc.).
  • Bharat users are more likely to post content publicly (40%) compared to India (30%).

Digital App Interaction

• Top 4 Apps: Messaging, Banking & Payment, Delivery, and Online Shopping are the most used apps by every second social media user.
• App Usage by Region:
  • Bharat: Skews towards Messaging, Delivery, and Online Shopping apps.
  • India: Skews towards Fashion Lifestyle and Ticket Booking apps.
• High Usage States: Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), Jharkhand(E), West Bengal(E), and Maharashtra(W).
• Low Usage States: Haryana(N), Kerala(S), Orissa(E), and Gujarat(W).

Durable Ownership

• Common Ownership:
  • Almost all households have a Colour TV.
  • Metro Users: Prefer Air Conditioners, Sofa sets, Grinders, Water Purifiers, and Smart/Android TV.
  • Non-Metro Users: Prefer Coolers.
• High Ownership States: Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), West Bengal(E), and Bihar.
• Low Ownership States: Haryana(N), Kerala(S), Orissa(E), and Madhya Pradesh(W).
• Smart Gadgets: Bluetooth speakers and Smart Watches are more common in the East.

Spending Habits

• Top Spending Categories:
  1. Clothing (42%)
  2. Traveling (34%)
  3. Gadgets (32%)
  4. Durable Goods (27%)
• India vs Bharat:
  • India spends more on clothes and cosmetics.
  • Bharat spends more on expensive watches, perfumes, bags, shoes, and home furnishing.
  • Bharat users also spend more on gym, club, and sports arena memberships.

Categories Bought Online

• Top Categories:
  • Fashion
  • Mobile Phones
  • Non-Electronic Devices
  • Media
• Bharat vs India:
  • Bharat users have a better purchase rate in Fashion, Home Furnishing & Decor, and Beauty & Grooming.

Investments

• Investment Participation:
  • 9 out of 10 users make at least one investment.
  • 8 invest themselves, and 1 invest through someone else.
• Top Investment States: Delhi, Bihar, and West Bengal.
• Bottom Investment States: Jharkhand, Orissa, and Punjab.
• Investment Plans: Bharat users invest in 4 different plans on average, while India users invest in 3.

Mobile and Network Usage

• Network Preference: Reliance Jio is more popular among Bharat users.
• Mobile Brands:
  • Top 2 Brands: Samsung and Mi.
  • Samsung: Higher in Metro and East.
  • Mi: Higher in West (Gujarat).
• Mobile Usage: Bharat users use social media more frequently during the day.

Key Insights

• Regional Language Preference: Bharat users prefer regional languages, with higher usage in Non-Metro and South regions.
• Demographics:
  • Gender: 71% males, 29% females.
  • NCCS: 71% NCCSA, 29% NCCSB.
• Behavioral Trends:
  • Bharat users are more active in social media and digital apps.
  • They are more likely to engage in public content sharing and spend on lifestyle and durable goods.
• Geographical Trends:
  • Delhi, Rajasthan, and West Bengal are top states in digital app usage and investment.
  • Haryana, Kerala, Orissa, and Gujarat show lower engagement in certain areas.

Zone and State Discovery

Summary

The report highlights the growing influence of regional language social media platforms like ShareChat in India, particularly among Bharat users. It underscores the differences in digital behavior, investment, and consumption between India and Bharat, with Bharat showing higher engagement in social media and spending on lifestyle and durable goods. The data also reveals regional disparities in app usage and durable ownership, emphasizing the need for tailored strategies by brands and advertisers.