Going digital

Written by Saikat Neogi | Updated: Mar 14 2014, 08:45am hrs
A shift towards digital media is underway as the gap between internet and television penetration is narrowing. By 2018, internet user population is expected to be 53% of the total number of television viewers as compared with just 27% now. Digital media presents an opportunity to engage specific target segments in a more cost effective way as compared to traditional television.

As the number of mobile internet users have grown steadily, consumer preferences have also shifted towards the need to access information on the go. According to Ficci-KPMG Indian Media and Entertainment Industry Report 2014, the number of mobile internet users is expected to grow nearly three times in the next five years; even rural users will not be left behind, given better connectivity expected in the next few years. Also, about 61% of the total internet devices sold last year were mobile devices and the figure is expected to rise to 71% by 2018. The digital shift will push shipments of smartphones as India is the third-largest smartphone market in the world.