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Digital is the key to unlock emerging rural markets: Study

According to the study, on YouTube 63% go for entertainment and songs, 12% for education related videos, 25% for business and farming related videos

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The next big market is beyond metros. Non-metros, rural, tier 1, 2, and 3 are driving the next wave of consumption in India. There is no product category on the shelf that does not sell well in these market segments. However, the consumer and the consumption pattern is also much different from what we see in the metros.

Better known as Emerging India, Real Bharat or Rural Markets, the consumers in the region are aspirational and keen to spend on newer experiences. Brands and marketers are very excited about this opportunity and working towards chalking out a strategy to increase its footprint, strengthen the distribution, and create tailor-made range of products for the audiences. All of them are leveraging digital medium to crack this billion dollar puzzle - ‘Real Bharat’.

Natter, a leading Delhi-based digital marketing agency that has placed itself comfortably between the consumer insights and marketing requirements, is accompanying brands in this journey to crack the Real Bharat code. It undertook a study with 11,000 respondents across 10 states to get an in-depth analysis on the digital consumption patterns of this new consumer. The new-age agency that aims to position itself as the one-stop solution to all the brand requirements has come up with a report ‘Digital Unlocked for Emerging India’. The report clearly elucidates the role of 'Digital' in Emerging India is not just restricted to advertisements, but it will be the medium to engage, reach and sell.

It further enables the marketers and brands to deep-dive into the consumption and spending patterns, digital penetration, entertainment choices and mediums, language preferences of ‘Emerging India’ across socio-economic groups and geographies.

Some of the key points highlighted in the report

  • 43% respondents are taking farming as primary occupation; 21.5% use WhatsApp groups for gathering farming related information; 9.9% farmers watch farming related videos on YouTube
  • 37% women access internet for songs, movies; 18% watch funny videos; 16% educational videos;
  • Samsung leads in the smartphone and feature phone category
  • 50% respondents use Jio followed by Airtel
  • Order from e-commerce: Flipkart (46%), Amazon (33%), other local online stores (16%), Snapdeal (5%)

Utilisation of digital platforms
YouTube: 63% go for entertainment and songs, 12% education related videos, 25% business and farming related videos
WhatsApp: 68.3% use it for connecting with friends, 21.5% use it for farming related information, and 7.5% for buying and selling information.
Facebook: 65% respondents had profile on Facebook
Gaming: Time spent on gaming has increased, and increasingly females are also playing more.

Highlighting the study, Jankana Kaul, Founder & CEO, Natter said, “The focus of report has been to capture the variations in digital consumption patterns and insights on different needs of digital citizens in Bharat. At natter, we will continue to de-code these differences and capture nuances to help marketers to opt, devise and craft solutions relevant for rural consumers. With more than a decade long brush with Bharat, I have seen a steady pace of digital evolution and now giants entering this space to woo this consumer class. Here we are in next phase of digitisation - an imperative shift from ‘Why Digital To How Digital.”

Avinash Joshi, COO, Natter said, “We strongly believe and aim to initiate and catalyse discussions around the significant advancements in adoption of digital across emerging India. In its first edition, the Digital Unlocked report reveals the most significant shift in digital that will be driving marketing strategies, company investment and consumer behaviour.Brands leading the way in engaging and providing the needed value are more likely to significantly exceed their business goals.”

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