By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
BeFirsTrankBeFirsTrank
  • Home
  • Car Reviews
  • Auto Shows
  • Bike Reviews
  • Future
  • New Car
  • Used Car
  • Contact Us !
Reading: Vernacular users to define start-ups’ future, says RedSeer Consulting report
Share
Aa
Aa
BeFirsTrankBeFirsTrank
  • Home
  • Car Reviews
  • Auto Shows
  • Bike Reviews
  • Future
  • New Car
  • Used Car
  • Contact Us !
Search
  • Home
  • Car Reviews
  • Auto Shows
  • Bike Reviews
  • Future
  • New Car
  • Used Car
  • Contact Us !
Have an existing account? Sign In
Follow US
© 2023 BeFirsTrank News Network
Future

Vernacular users to define start-ups’ future, says RedSeer Consulting report

Loknath Das
Last updated: 2019/08/13 at 6:42 AM
By Loknath Das 4 Min Read
Share
SHARE

Vernacular users to define start-ups' future, says RedSeer Consulting report.

With over 210 million internet users in India preferring vernacular language over English with an annual spending power of $300 billion, start-ups may have to rethink ways to reach out to consumers.

RedSeer Consulting, a Bengaluru-based research and consulting firm, came out with a report that says Indian vernacular users are expected to create a $3 billion digital ad opportunity for the new-age full stack content players in the next five years. The research was conducted on 3000 people across 121 cities and towns in India. The report states that out of existing 530 million active internet users, 260 million are ‘monitisable’. Of these, 80 per cent or 210 million users, who have the ability to drive the growth of consumer internet with $300 billion annual spending power, prefer vernacular language.

With ‘monitisable’ users expected to grow to 400 million in the next five years, vernacular digital ad spends are also expected to touch $3 billion by 2023. Anil Kumar, Founder and CEO, RedSeer says  that top-50 cities In India today account for less than 20 per cent of internet user base, which is expected to decrease in the next five years. By 2023, India’s internet user base is expected to reach 850 million. In such a scenario, Kumar says, It becomes important for advertisers to look at the user base from a ‘monetisability’ lens and understand how the time spent by these users on internet is changing, as the vernacular platforms now account for 56 per cent  of overall time spent on social media.

Are companies geared up to make this shift?

Umesh Krishna, General Manager – Brand Marketing, Swiggy says while companies do spend on digital marketing, only 5-10 per cent of digital revenues are targeting vernacular users.

Vanda Ferrao, Head of Marketing, Licious agrees. “While ad spends by close to 50 per cent of companies are on digital, only around 5 per cent is spent on vernacular content creation. Both argue that hurdles exist in tapping the opportunity. One, talent crunch. Writers in vernacular languages with the local sentiment and flavour are far fewer and start-ups are finding it difficult to get the right talent. Two, the cost of vernacular marketing, which is much higher compared to a general campaign and the ROI is always in question and sometimes becomes difficult for management to justify.

So, how should companies bridge the gap? Kumar says the next couple of  years will see the vernacular platform develop that will aid the spend. “Today there are platforms like Dailyhunt , TikTok , Sharechat and a few OTT players. We are still in nascence with respect to platform maturity and also the users,” he adds.

Over the next couple of years while the number of platforms are set to rise, building vernacular touch points will become critical for start-ups. Right from awareness, user interface and experience, product description to post-purchase servicing and integration of vernacular touch points through the experience will decide much of the growth of start-ups in coming years.

[“source=businesstoday”]

You Might Also Like

Fatherhood, marriage, and Longevity in the

India is at the forefront of the digital revolution

How the future will be altered by artificial intelligence

Cybersecurity audit: what it is and why you need one?

Personalized advertising fuels growth and drives competitiveness for European businesses

TAGGED: Consulting, define, Future, RedSeer, Report, Says, start-ups', to, Users, Vernacular
Loknath Das August 13, 2019
Share
Previous Article Future in petrol, EVs, PHEVs; driving away from diesel: Audi India
Next Article 2019 CFMOTO 650MT ROAD TEST REVIEW

Calendar

September 2025
MTWTFSS
1234567
891011121314
15161718192021
22232425262728
2930 
« Aug    

Latest Trending News

  • How Google’s AI can help transform health professions education September 3, 2025
  • Your Ebike Battery is Draining Too Quickly? Six Reasons August 29, 2025
  • Test of Turbo Petrol-Powered Automobiles: Actual City and Highway Fuel August 26, 2025
  • Buying a Used VW Car in Albuquerque? Here’s What to Know August 21, 2025
  • What to Do If the Trunk of Your Nissan Won’t Open August 20, 2025
  • Fatherhood, marriage, and Longevity in the August 14, 2025
  • Style, Luxury, and Innovation in a New Car Coming in 2024 August 13, 2025

© 2023 Befirstrank News Network. All Rights Reserved.

Removed from reading list

Undo
Welcome Back!

Sign in to your account

Lost your password?