A large portion of the globe’s next one billion digital consumers are going to come online in India. These consumers are characterised by swift adoption of digital spending habits, having leapfrogged PCs and experiencing the internet for the first time via mobile phones. The leaders of this shift to the online world are messaging app users, music streamers and video subscribers – collectively representing the most sophisticated consumer bases in India. They spend a large proportion of their time with digital content – a considerable amount of these consumers have three or more digital subscriptions to content. Their relationship with advertising is complex and nuanced. They are adept at avoiding unwanted messaging and, conversely, even more proactive in seeking the messages from brands that they want to hear. Crucially, when presented with the right digital purchase opportunity, a majority of video subscribers in India will spend digital cash. 

Companies and brands mentioned in this report: Eros, Facebook, Facebook Messenger, FlipKart, Google, Hike, Paytm, Reliance, Spotify, Tez, WeChat