Local language content to increase internet users by 39 per cent: IAMAI

The proportion of digital ad spends in local language is expected to reach Rs. 179 crore by December 2015.

The increase in online local language content will lead to an increase of 39 per cent in the number of internet users, states a report by the Internet and Mobile Association of India (IAMAI). Titled 'Internet in Local Language', executed in collaboration with IMRB International, the report highlights that rural India will be the primary driver of this growth (75 per cent), while in urban India, the growth will be 16 per cent.

The report finds that the local language user base is growing at 47 per cent, Y-o-Y, and reached 127 million in June 2015.

It further adds that communication, social networking and entertainment are the three primary reasons people access the internet. The report finds that majority of urban Indian users like to access internet for communication, whereas rural India users access internet for entertainment.

According to the report, the overall digital advertising spends in India will be Rs. 3,575 crore, by the end of December 2015. The proportion of digital ad spends in the local language will be 5 per cent of the entire market at Rs. 179 crore. With the increasing availability of digital content in local languages, this share is expected to reach nearly 30 per cent of the overall digital advertising spends, by the year 2020.

Established in 2004, by leading online publishers, IAMAI represents the entire gamut of digital businesses in India. It addresses the challenges facing the digital and online industry, including mobile content and services, online publishing, mobile advertising, online advertising, e-commerce and mobile and digital payments, among others.

The association is registered under the Societies Act and is a recognised charity in Maharashtra. With a membership of 190-plus Indian and MNC companies, offices in Delhi, Mumbai and Bengaluru, the association is well placed to work towards charting a growth path for the digital industry in India.