2024 Digital Marketing Review: A Snapshot of the Indian Digital Landscape

As we enter the new financial year, it’s time to reflect on the remarkable journey the Indian digital landscape has embarked on over the past year. From soaring numbers of unique visitors to staggering amounts of content consumption, let’s dive into the highlights that defined the digital realm in India.

Unprecedented Growth: A Glimpse at the Numbers

According to the latest report by ComScore, the total digital population in India reached a staggering 510 million unique visitors across desktops, smartphones, and tablets. This figure not only underscores the sheer scale of India’s digital adoption – especially in Tier 2 and 3 cities and towns, commonly referred to as Bharat – but also highlights the immense opportunities it presents for marketers.

But that’s not all. The numbers continue to astound with a total of 371 Billion hours spent online and a jaw-dropping 2.9 Trillion views recorded across various digital platforms. These figures serve as a testament to the insatiable appetite for digital content among Indian consumers.

Shifting Sands: Platforms of Choice

In a landscape dominated by diverse digital platforms, understanding where and how content is consumed has become paramount for marketers. Interestingly, the data reveals a notable shift towards mobile-centric consumption.

While desktop usage remains relatively low, accounting for only around 5% of total consumption, multi-platform usage sees a modest share of approximately 17%. However, it’s the mobile space that truly steals the spotlight, commanding a whopping 78% of content consumption.

Mobile Reigns Supreme: The Rise of Mobile Apps

Within the mobile realm, it’s clear that mobile apps reign supreme. With nearly 89% of unique visitors opting for mobile apps, it’s evident that consumers prefer the convenience and accessibility they offer. 

What Are Indians Watching?

Traditionally News / Information has been one of the most consumed categories in India. Last year the News category saw a 2% increase in consumption at 457.6 Million. Social media also saw a 2% growth with 481.9 Million users. Sports saw a 7% growth with 134.8 Million users. 

Conclusion: Navigating the Digital Landscape

As we look back at the digital landscape of 2023, it’s clear that mobile is the driving force behind content consumption in India. For marketers, this presents both challenges and opportunities. Understanding the preferences and behaviors of consumers across different platforms is key to crafting effective digital marketing strategies that resonate with your target audience.

Looking ahead, one thing is certain – the digital landscape will continue to evolve at a rapid pace, presenting new challenges and opportunities for marketers willing to embrace change and innovation.