Local Language Chart

"Internet users who use content in the local language grew at a CAGR of 41% from 2011 to 2016 to reach 234 million users at the end of 2016. This growth of Local Language has surpassed the English internet users."

We live in a country where 1,652 mother tongues are spoken in different parts of the country, in which 22 languages are declared official by the constitution. As we know that the number of smartphone users and internet users are growing YOY. The internet is fully driven by content in different forms like Text, Image, Video, Infographics etc. As said earlier there are thousands of languages spoken across the country, there are most of the internet consumers who prefer to consume the content in their Local language. The data & figures used in this article are taken from the study conducted by KPMG in India & Google in April 2017.

The below are some of the most important points to start making your online presence in local Language. 8 languages have been considered as Indian local Languages for the purpose of this report, those are Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada & Malayalam.

1. Internet user base in India

  1. Indian Language Internet users grown from 42 million to 234 million in between 2011 to 2016.
  2. Currently there are over 234 million Indian language users compared to 175 million English internet users.
  3. Indian Language internet users are expected to grow at a CAGR of ~18% to 536 million in 2021.
Local Language Chart

2. User's Accessing different services in Indian Languages.

Around 35% of Indian Language Internet users browse government websites, classifieds, news & other articles, payment services exclusively online.

Local Language Chart

3. 4 x growths in Indian Language users accessing e-tailing by 2021, to reach 165 million.

E-tailing website are currently accessed by 42 million Indian language users and expected to grow at CAGR of 32% to reach 165 million users by 2021.

Adoption of Indian Language Internet Users (2016 - 2021(P)).

Local Language Chart

Source: Indian Languages - Defining India's Internet
(A Study by KPMG in India & Google April 2017)

4. Indian Language Digital Entertainment user base to reach 392 million by 2021.

Indian language users have an adoption rate of 90% for digital entertainment. There are Indian Language Internet users who report there is an limited content availability in there relative language.

% of users who reported limited content availability

Local Language Chart

Source: Indian Languages - Defining India's Internet
(A Study by KPMG in India & Google April 2017)

5. Rise of digital advertisements in local languages.

Today close to 90% of the Indian language internet users prefer to respond to digital advertisement in regional languages as they perceive regional language content online to be more reliable compared to English. Digital Advertisements are expected to grow at a CAGR of 31% to reach USD 4.4 billion in 2021. The share of digital advertisement in local languages is expected to increase from 5% to about 35% by 2021.

To Conclude user engage with the content in the local language, it will be an added advantage to the brands who build their content as per there audience interest and which can even help to increase the traffic and in turn the sales. To start with, you can make use of analytics tool and see the location of the users of your website and start optimizing your website content in their local language & even you can start advertising in local language in Facebook & Display Campaigns in that geographic location & see what difference it makes.

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