Not Urban Tec
— In India Technology Reaches the Countryside
Technological brands now don’t simply and generally aim at the young ones, but at the young ones from the smaller towns. Because in India a great number of young people live in the smaller towns, and with the spreading of the internet and the smartphones the “non-urban youngsters” are becoming an interesting market segment.
A few figures: video game and OTT services users increased by 200% in the first half of 2020, with a significant amount of users coming from small towns and rural India. For the OTT platform AltBalaji, one of the most relevant on the Indian market, 60% of its traffic after April 2020 didn’t come from the 8 bigger cities.
And there’s more. Figures say that average time spent using smartphones has increased by 25%, reaching 7 hours per day, significantly rising the mobile expense with more and more young people willing to make transitions, interactions and online purchases. This is why many Indian brands decided to take advantage of this trend by offering more and more services even in less densely populated areas.
Above all there’s the Urban Company salon, which in the smaller towns recorded 5 as many requests for “male grooming”. And while until a few years ago people from smaller centres had little choice for shopping or entertainment, now brands are racing to digitally fill this gap.