The Internet is largely in English, closing the door to billions of individuals who either don’t know the language or aren’t comfortable consuming English content.
In India, the problem is only compounded with there being hundreds if not thousands of regional languages.
The scope of creating content in regional languages in the country, however, is huge, with a report suggesting that increase in local content will alone attribute to a 39% increase in India’s Internet user base.
The report from the Internet and Mobile Association of India [IAMAI] and IMRB International titled ‘Internet in Local Language’ states that 75% of this growth will come from rural locations while 16% will be powered by urban users.
Moreover, India’s local language Internet user base is growing at 47% y-o-y and reached 127 million users in June 2015. While the primary use for the Internet in urban locations is communication, in rural India it is mostly for entertainment.
Digital advertising spend in India will amount to Rs 3,575 Crores by the end of December 2015, with just 5% of this contributed by digital ad spend in local languages. However, with the growth of local language content on the Internet, the share of online ad spend it grabs will be closer to 30% by 2020.