- 56% of Bharat use UPI and 49% use mobile wallets multiple times a week.
- 27% of Bharat use paid video streaming services v/s 29% India.
- 1 in 5 Bharat users invests in cryptocurrency.
- 39% of Bharat uses
social mediaas their primary news consumption platform and prefers it over both print and TV combined.
The survey finds that Bharat users are as affluent and digitally savvy as India users. Bharat users are at par with India users when it comes to participating in online financial activities. In terms of choice of payment mode, Bharat users are adept at using UPI for online transactions and have a lead over India users in terms of net-banking and debit cards transactions online. Among Bharat users, 56% use UPI and 49% use mobile wallets multiple times a week. Breaking away from traditional means, Bharat users are investing in stocks, mutual funds, e-gold and even cryptocurrency.
Bharat users are more engaged on social media as compared to India users. 29% of Bharat users post content daily at least once as compared to 22% of India users. Bharat chooses to stay updated via social media as 39% of Bharat uses it as their primary source of news consumption. Like India, the majority of Bharat users prefer streaming free videos over watching TV. Daily, 50% of Bharat users stream free video online and about 47% watch TV. Social media also emerged as one of the primary influences for making buying decisions for Bharat users. Bharat is increasingly shopping online with 46% buying gadgets online in 2021, followed by other categories like travel bookings, food, clothing and accessories, beauty and skincare are also popular.
Unveiling the report,
Commenting on the report,
Bharat v/s India - Other key findings:
- Bharat users are showing a propensity to pay for online content with 27% already using paid video streaming services daily
- 37% of Bharat users are listening to music, 36% are shopping, and 24% are ordering food online
- In certain categories, Bharat users in specific regions drive higher engagement
- South: Gaming (39%), Food & Drinks (32%) and Travel (22%)
- West: Travel (22%)
- North: Health and Fitness (29%)
- In terms of voice search, Bharat users are leading with 26%, as compared to 15% of Indian users.
- 21% of Bharat posts content 4-5 times a week compared to 17% of India
- As per Kantar, there are over 341 million overall urban active internet users and 167 million urban active Indic internet users. The study suggests that urban active Indic internet users over-indexed on NCCS A (New Consumer Classification System) and higher education compared to overall urban active internet users
- 33% of the urban active Indic internet users are from NCCS A as compared to 30% among overall urban active internet users
- 39% of urban active Indic internet users consists of graduates/postgraduates as compared to 35% among overall urban active internet users