2 3...2 3 The following report is a research report commissioned by Mohalla Tech Private Limited, conducted by Nielsen as per brief provided by Mohalla Tech Private Limited. The fieldwork

2 3

The following report is a research report commissioned by Mohalla Tech Private Limited, conducted by Nielsen as per brief provided by Mohalla Tech Private Limited. The fieldwork is done in an unbiased manner (field work done in an online panel with the centres recommended by ShareChat) without intervention from ShareChat and quality control procedures were followed strictly.

Primary Search MethodologyPrimary research was undertaken by Nielsen India to cover the overall social media usage & consumption and online behaviour. The study was based on 3788 online surveys conducted across 81 cities in India to understand the proportion of the population who post/consume content in the social network at least once a week.

Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

4 5

Introduction .........................................................................................................................................05

Target Group ......................................................................................................................................06

Understanding India Vs Bharat .................................................................................. 07

Social Networking Behaviour .........................................................................................09

Interaction with Digital Apps .............................................................................................11

Durable Ownership ....................................................................................................................... 12

Categories They Bought .........................................................................................................13

Categories They Spend ...........................................................................................................14

Categories They Bought Online .....................................................................................15

Investments They Do ..................................................................................................................16

Mobile and Network ..................................................................................................................... 17

Summary .................................................................................................................................................18

Zone & State Discovery ............................................................................................................19

TABLE of CONTENT INTRODUCTION

ShareChat is the largest Indian social media platform. The platform was started with an objective to encourage Indian languages in the internet space. Today, the platform has more than 160 million monthly active users. Truly Indian in nature, ShareChat allows Indians to share their thoughts, emotions, opinions; and become friends with others in their mother tongue.

The platform has users from over 2,00,000 pin codes across 15 languages including, Hindi, Tamil, Telugu, Marathi, Kannada, Malayalam, Punjabi, Bengali, Assamese, Gujarati, Odia, Urdu, Bhojpuri and dialects such as Haryanvi and Rajasthani.

ShareChat wanted to understand the behaviour and profile of the UGC users and publish a report to reach out to Brands, Advertisers, and Investors.

ShareChat commissioned a project with Nielsen as their knowledge partner for a primary survey, the finding for which will be used by ShareChat with brands and advertisers.

Definitions To Be Referred

India Social Networking users who prefer only English for using social network.

Bharat

Social Networking users who prefer Regional languages for using social network.

4

Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

5

6 7

Tier 2: 20% Tier 3: 20%Metro: 20% Tier 1: 40%

GENDER NCCS

Male 71%

NCCS A 71%

Female 29%

NCCS B 29%

Research ConsiderationsThe age of the respondent should be 18 or above (minimum criteria to use the social network).

The respondent should be someone who posted/consumed content in the social network at least once a week.

TARGET GROUP

CITY TYPE All India

47%

53%

Metro

53%

47%

Non Metro

46%

54%

Language preferred for Social Media

India – prefer only English in Social Media

Bharat – prefer Regional language in Social Media

UNDERSTANDING INDIA VS BHARAT

The preference of regional language in Social media is higher in Non-Metro when compared to Metro. Given the fact that a large proportion of the population lives in Non-Metro, there is a scope for regional language social media to grow substantially. Within Metro, the preference for regional language is higher in the South.

Overall preference for regional language is higher in the North (57%) and East zones (55%)

Male prefer to use regional language, while females prefer a mix of both English and Regional for social media.

People who speak Bengali, Gujarati, Kannada, Marathi, Odia, Punjabi, Rajasthani, Tamil and Telugu as the first language prefer using their Regional language in Social Media


8 9

78%of Bharat do Social media activity like watch/upload/create content during their leisure time.85% of Bharat do social media activity or online gaming during their leisure time.

3 out of 4 people use social network every day, and they use it most from 7-11 pm.

They use at least 3 times a day and spend more than 5 hours a week. Bharat uses Social network multiple times in a day.

Videos are the most preferred format, and they prefer up to 2 mins.

Keeping in touch with peer group and Entertainment are the top 2 reasons for using Social networks.

9 out of 10 users use Social network along with some other activities.

SOCIAL NETWORKING BEHAVIOUR

CONSUMPTIONFrequency

Every day

At least once a week

Once a month

73%

1%

26%

Top Genres Followed /Watched Content They Follow

Music

Comedy and music were the top 2 genres among Bharat They mostly follow individual content from friends/ family & influencers

86%Comedy

87%News

Individuals (Friends/ Family/Influencers)

Social groups

Celebrity Brands TV Channels85%

59% 58%51% 49% 49%


10 11

1 out of 2 uploads content on the social network every day, and it is comparatively higher in the south.

1/3rd of the social network users share their posts with the public, East higher in public sharing.

Fourth of Bharat post public content.

UPLOADING

Uploading Frequency

2

49%

1% 1%

Once in 6 month

Every day Once a year

More than

once a week

Do not upload

Atleast once a week

Once a month

29%11%

7%

SOCIAL NETWORKING BEHAVIOUR

4 out of 5 of those who upload contents are comfortable in uploading any form of content that includes photos, videos, gifs, text over an image, etc.

Comfort in sharing the content

Pictures VideosStatus in Text Format

Text over image

Motion Videos GIFs

Images followed by videos are uploaded the most. Video upload is higher in the North.

Highest Uploaded Formats

55 51 4550 47 49

30

85

32

83

34

79

31

81

34

81

33

82

Top Break (Fully comfortable) 2nd Top Break (Comfortable)

62% 54% 45% 42% 34% 33%

Images VideosStatus in Text Format

Text Over

ImageMotion Videos GIFs

Messaging, Banking & Payment, Delivery, and Online shopping are the top 4 Digital Apps used by every 2nd Social media user.

Messaging Apps are used across the town class. While other online Apps has higher usage in Metros

Messaging, Delivery, and Online shopping apps Skews to Bharat. The gap is higher in Fashion Lifestyle and Ticket Booking Apps.

61%

51%46% 48%

66%64% 52% 51% 50%

53% 55% 52%

India Bharat

INTERACTION WITH DIGITAL APPS

Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), Jharkhand(E), West Bengal(E), Maharashtra (W) and Madhya Pradesh in respective Zones are high on the usage of Digital Apps

Low usage of Digital Apps seen in Haryana (N), Kerala (S), Orissa(E) and Gujarat(W)

HIGH USAGE LOW USAGE

Delhi (N)

Rajasthan (N) Haryana (N)

AP/Telangana (S)

Karnataka (S) Kerala (S)

Jharkhand (E)

West Bengal (E) Orissa (E)

Maharashtra (W)

Madhya Pradesh Gujarat (W)

Messaging Apps

Banking & Payment Wallets

Delivery Apps

Online Shopping

Apps


12 13

DURABLE OWNERSHIPWashing Machine

67%

Air Conditioner

50%

Water Purifiers

39%

Cooler

35%

Smart Android TV

35%

Grinder

40%

D2H

38%

Digital Camera

33%

Bluetooth Speakers

39%

Almost all the household of the Social Media users have Colour TV.

Air Conditioner, Sofa sets, Grinders, Water Purifiers, Bluetooth, Smart/Android TV skews to Metro. Cooler skews to Non-Metro.

Except for Washing Machine and D2H, ownership of rest all durables are lower among Bharat.

Durable ownership is higher in Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), West Bengal(E), and in Maharashtra(W).

Durable ownership is lower in Haryana(N), Kerala(S), Orissa(E), and Madhya Pradesh(W).

Ownership of Smart Gadgets like Bluetooth speaker and SmartWatch seen higher among the East mainly coming from Bihar and West Bengal.

Sofa Sets

42%Fashion Products are bought equally among the Metro and Non-Metros, where the other categories are bought more in Metro than in Non-Metro.

Delhi and Rajasthan are the top buyers of all the categories.

Bharat has bought more categories when compared to India in the last 3 months.

Categories like Beauty & Grooming, Home Furnishing & Décor, Computer Accessories, Non-Electronic Devices, Media, and Computer Devices are bought more among Bharat.

CATEGORIES THEY BOUGHT 62%

50%

46%

36%

29%

22%

49%

36%

33%

27%

Fashion Products

Beauty & Grooming

Mobile Phones

Books & Stationaries

Media

Groceries

Home Furnishing & Decor

Computer Accessories

Non Electronic Devices

Computer Device

63%

50%

47%

42%

34%

32%

35%

26%

25%

19%

61%

49%

52%

50%

37%

39%

31%

32%

29%

25%

India Bharat


14 15

India is driven towards clothes and durables goods when it comes to spending. India also spends higher in cosmetics as compared to Bharat.

Bharat spends significantly higher on expensive watches, perfumes, bags, shoes, etc. as compared to India.

Bharat also spends more on home furnishing, gym, club, sports arena membership as compared to India.

Clothes are the top spending category in Metros (Bangalore, Delhi, Mumbai falls among the higher spenders). Delhi, Bihar, Gujarat, Uttar Pradesh, Assam, and Maharashtra are the states that spend more on clothes.

Bharat

India

69%

41% 35% 33% 24%

65%

42%33% 30% 29%

67% 42% 34% 32% 27%

Clothing Travelling Gadgets Durable Goods Expensive Watch, Perfumes, Bag,

Shoe, etc.

Comparatively, Haryana, Punjab and Tamil Nadu spend less on Clothes.

Travelling is the second most spent category. Rajasthan, Karnataka, and Jharkhand are the top 3 states on spending for Travel. Haryana, AP/ Telangana, and Orissa take the lower spots on Travel spending.

Jewellery, cosmetics, and home furnishing are the next 3 categories where they spend.

Spending on expensive watch/perfume/bag/shoe and home furnishing higher among the Bharat compared to India.

CATEGORIES THEY SPEND CATEGORIES THEY BOUGHT ONLINE

India Bharat

82% 83%75% 77%

72%

57% 58%53%

60%

43%

78% 75% 78% 74%69% 66%

60% 63%55%

46%

Mobile Phones

Media - Movies, Music, Videos, Etc.

Fashion Product

Non Electronics Devices

Computer Devices

Home Furnishing & Decor


Beauty & Grooming


Groceries

Fashion, Mobile Phones, Non-Electronic devices, and Media are among the top bought online categories.

Fashion, Home Furnishing & Décor, and Beauty & Grooming have a better purchase rate in Bharat when compared with India.

Delhi, Karnataka, Rajasthan, and West Bengal buys more categories online than other states.


16 17

9 out of 10 do at least one investment, of which 8 invest themselves, and only one invests through someone else.

Delhi, Bihar, and West Bengal are the top 3 states with people favouring investments. Jharkhand, Orissa, and Punjab are the bottom 3 states in investments.

1-2 out of 10 invest in Post office, Stock Market, Real Estate, PF, RD, or PPF.

INVESTMENTS THEY DO

36%22%

46% 37%

49%

Mutual Funds

Gold/Silver

Life Insurance

Fixed Deposit

Savings Account

On average, Bharat invests in 4 different investment plans while India invests in 3 investment plans.

Bharat’s investment among the top 5 investment tools is higher when compared with India.

41%34% 34%

19%

44%

53%51%

39% 39%24%

Savings Account

Life Insurance

Fixed Deposit

Mutual Funds

Gold/ Silver

16

21% 19% 22%

Overall India Bharat

16% 17% 15%

Overall India Bharat

MOBILE AND NETWORK

45% 39% 50% 39% 40% 38% 30% 29% 30%

Average Spends

352

Average Spends

343

Average Spends

357

Overall BharatIndia

BharatIndia

Average Spends

366

Average Spends

370

Average Spends

362

Average Spends

332

Average Spends

334

Average Spends

336

Data plans became cheaper across the network, and hence 9 out of 10 use the mobile network to access the internet most of the time.

The usage of Jio is higher among Bharat when compared with India.

Samsung and Mi are the Top 2 mobile Brands.

Samsung is higher in Metro and East (Bihar and West Bengal) and lower in North (Haryana) and South (Karnataka).

Mi is higher in West (Gujarat) and lower in South (Kerala).


18 19

Social Network Users are younger (less than 35 years). Growth in UPI and payment wallets and their penetration across the town class resulted in higher usage of payment wallets.

They use Social network whenever they get free time. Keeping in touch with peer group and entertainment are the top 2 reasons for them to use the social network, and their preferred genre is Technology and News.

Pictures followed by videos are the most used format for posting/uploading. 2 out of 5 Bharat post content publicly, India post mix of public and only to friends.

Video is the most preferred consumption format. 1 out of 2 people either share the content or like the content post seeing it on the social network. They prefer video content with less than 2 min.

Clothing and Travelling are the Top 2 categories they spend. Spends on Expensive watch/perfume/ bag/shoe and Home furnishing higher among the Bharat compared to India.

Samsung is the most used mobile, and Reliance Jio is the most used network connection. Social network users seek value for money for the products they buy.

1 out of 2 use social network at least 3 times a day and spend more than 5hour in a week. Usage is seen higher between 7-11 pm. Bharat uses the social network multiple times in a day when compared to India. 9 out of 10 use the social network while doing some other activities like listening to music or waiting for someone.

SUMMARY

18

UNDERSTANDING INDIA’S NEXT BILLION INTERNET USERS

ZONE AND STATE DISCOVERY


20 21

EAST

Interaction with Digital AppsTop 3 apps used in the East are Messaging Apps, News, and Shopping Apps.

Top Categories They BoughtFashion, Groceries, and Beauty & Grooming are among the top 3 bought categories. 58%

Messaging Apps55%

News Apps54%

Shopping Apps

OfflineOnline

50

3862

Beauty & Grooming

34

1783

Mobile Phones

28

1585

Media

51

6436

Groceries

35

3862


31

2179


62

1585

Fashion Products

44

4159

Home Furnishing

& Decor

34

4357


24

3664

Baby Care, Kids

Accessories

21


22 23

Top 10 Durables OwnedWashing Machine, Sofa, Bluetooth speakers and Air Conditioners among the top durables owned.

Washing Machine

60%Air Conditioner

43%Water Purifiers

39%Cooler

35%Smart /Android TV

33%

Grinder

42%D2H

42%Digital Camera

34%Bluetooth Speakers

43%Sofa Sets

44%

Interaction with Digital AppsTop 3 apps used in Assam are Messaging Apps, Banking, and Shopping Apps skews to Females.

Top Categories They BoughtFashion, Beauty & Grooming, and Grocery among the top 3 bought categories.

ASSAM

61%Messaging Apps

56%Banking &

Payment Apps

56%Shopping Apps

OfflineOnline

44

6129

Groceries

33

1981

Home Furnishing

& Decor

20

2377


50

3169

Beauty & Grooming

34

1882

Mobile Phones

27

1882

Media

19

5050

Large Appliances

58

892

Fashion Products

36

3070


33

2476


19

3367

Baby Care, Kids

Accessories

23


24 25

Top 10 Durables OwnedWashing Machine, Grinder and Sofa set among the top durables owned.

Washing Machine

56%Air Conditioner

41%Water Purifiers

41%Microwave Oven / OTG


31%

Grinder

56%D2H

45%TV Black & White


48%Sofa Sets

50%

Interaction with Digital AppsTop 3 apps used in Bihar are News, Messaging Apps, and Shopping Apps.

Top Categories They BoughtFashion, Groceries, and Home Furnishing among the top 3 bought categories.

BIHAR

62%News Apps

57%Messaging Apps

55%Shopping Apps

OfflineOnline

50

2773

Home Furnishing

& Decor

41

4753


27

1783

Media

61

6139

Groceries

44

3763


30

1585


62

1882

Fashion Products

48

4060

Beauty & Grooming

37

2080

Mobile Phones

27

4357

Baby Care, Kids

Accessories

25


26 27

Top 10 Durables OwnedWashing Machine, D2H, Air Conditioner and Sofa set among the top durables owned.

Washing Machine

58%Air Conditioner

45%Water Purifiers

41%Cooler


34%

Grinder

39%D2H

50%Digital Camera


44%Sofa Sets

45%

Interaction with Digital AppsTop 3 apps used in Jharkhand are Shopping Apps, Messaging, and Banking/Payments Apps.

Top Categories They BoughtFashion, Beauty & Grooming, and Grocery among the top 3 bought categories.

JHARKHAND

62%Shopping Apps

60%Messaging Apps

58%Banking &

Payment Apps

OfflineOnline

53

4852

Beauty & Grooming

32

1981

Mobile Phones

28

1288

Media

53

7426

Groceries

33

4753


30

2377


68

1981

Fashion Products

43

5842

Home Furnishing

& Decor

30

5446


22

4456

Large Appliances

27


28 29

Top 10 Durables OwnedWashing Machine, Grinder and Sofa set among the top durables owned.

Washing Machine

63%Air Conditioner

42%Water Purifiers



34%

Grinder

50%D2H

33%Cooler


38%Sofa Sets

47%

Interaction with Digital AppsTop 3 apps used in Orissa are News, Messaging Apps, and Entertainment Apps.

Top Categories They BoughtFashion, Beauty & Grooming, and Home Furnishing & Decor among the top 3 bought categories.

ORISSA

48%News Apps

44%Messaging Apps

41%Entertainment

Apps

OfflineOnline

40

4258

Beauty & Grooming

30

3070

Mobile Phones

21

3070

Media

43

3766

Groceries

32

7030


24

4159


55

1486

Fashion Products

33

3367

Home Furnishing

& Decor

25

1684


19

3961

Large Appliances

29


30 31

Top 10 Durables OwnedWashing Machine, D2H and Cooler among the top durables owned.

Washing Machine

62%Air Conditioner

30%Water Purifiers

29%Cooler


23%

Grinder

32%D2H

37%Cooler


29%Sofa Sets

30%

Interaction with Digital AppsTop 3 apps used in West Bengal are Messaging Apps, News and Entertainment Apps.

Top Categories They BoughtFashion, Groceries and Beauty & Grooming among the top 3 bought categories.

WEST BENGAL

66%Messaging Apps

62%News Apps

60%Entertainment

Apps

OfflineOnline

56

3367

Beauty & Grooming

41

1585

Mobile Phones

31

1585


60

5743

Groceries

44

3565


32

4753


64

1486

Fashion Products

49

4555

Home Furnishing

& Decor

35

1189

Media

27

3466

Baby Care, Kids

Accessories

31


32 33

Top 10 Durables OwnedWashing Machine, Bluetooth speakers and Air conditioner among the top durables owned.

Washing Machine

59%Air Conditioner

51%Water Purifiers

42%Cooler


39%

Grinder

44%D2H

45%Smart Watch


53%Sofa Sets

49%

NORTH


34 35

Interaction with Digital AppsTop 3 apps used in North are Messaging Apps, Banking, and Delivery Apps.

Top Categories They BoughtFashion, Beauty & Grooming,, and Home Furnishing & Decor among the top 3 bought categories. 70%

Messaging Apps55%

Banking & Payment Apps

53%Delivery Apps

OfflineOnline

52

4159

Groceries

38

3763

Home Furnishing

& Decor

27

2674


54

4258

Beauty & Grooming

40

2278

Mobile Phones

31

2476

Media

65

2773

Fashion Products

49

5248


34

5149


25

2773

Computer Devices

Top 10 Durables OwnedWashing Machine, Air conditioner and Sofa Sets among the top durables owned.

Washing Machine

71Air Conditioner

57Water Purifiers

41Microwave Oven / OTG

37Smart /Android TV

39

Grinder

42D2H

38Cooler

43Bluetooth Speakers

39Sofa Sets

45


36 37

Interaction with Digital AppsTop 3 apps used in Delhi are Messaging Apps, Banking, and Shopping Apps.

Top Categories They BoughtFashion, Groceries, and Beauty & Grooming among the top 3 bought categories.

DELHI

77%Messaging Apps

76%Banking &

Payment Apps

70%Shopping Apps

OfflineOnline

70

0100

Groceries

51

991

Home Furnishing

& Decor

34

1981


72

4060

Beauty & Grooming

52

7129

Mobile Phones

34

4159

MediaComputer Devices

73

1288

Fashion Products

60

3763


39

1783


32

1783

Top 10 Durables OwnedWashing Machine, Air Conditioner and Sofas among the top durables owned.

Washing Machine

92Air Conditioner

78Water Purifiers

60Cooler

52Smart /Android TV

58

Grinder

56D2H

55Digital Camera

53Bluetooth Speakers

60Sofa Sets

65


38 39

Interaction with Digital AppsTop 3 apps used in Haryana are Messaging Apps, Delivery, and Music Apps.

Top Categories They BoughtFashion, Beauty & Grooming, and Books & Stationaries among the top 3 bought categories.

HARYANA

80%Messaging Apps

29%Delivery Apps

29%Music Apps

OfflineOnline

33

8515

Beauty & Grooming

26

7822

Mobile Phones

17

8911


40

8020

Groceries

32

6733


19

1000


40

6238

Fashion Products

32

6733

Home Furnishing

& Decor

20

4357

Toys

16

4753

Baby Care, Kids

Accessories

Top 10 Durables OwnedWashing Machine and Air Conditioner among the top durables owned

Washing Machine

45%Air Conditioner

35%Water Purifiers

14%Cooler


18%Smart Watch

15%

Grinder

16%D2H

13%Food Processor


13%Sofa Sets

17%


40 41

Interaction with Digital AppsTop 3 apps used in Punjab are Messaging Apps, Banking, and Delivery Apps.

Top Categories They BoughtFashion, Home Furnishing & Decor, and Beauty & Grooming among the top 3 bought categories.

PUNJAB

65%Messaging Apps

48%Banking Apps

48%Delivery Apps

OfflineOnline

44

5446

Groceries

34

4060

Home Furnishing

& Decor

28

3862


52

4357

Beauty & Grooming

36

3268

Mobile Phones

30

2971

Media

64

3268

Fashion Products

37

5634


31

5644


26

2872

Computer Devices

Top 10 Durables OwnedWashing Machine, Air Conditioners and Sofa among the top durables owned.

Washing Machine

57%Air Conditioner

48%Water Purifiers



33%

Grinder

36%D2H

30%Cooler


30%Sofa Sets

37%


42 43

Interaction with Digital AppsTop 3 apps used in Rajasthan are Messaging Apps, Banking, and Delivery Apps.

Top Categories They BoughtFashion, Beauty & Grooming, and Groceries among the top 3 bought categories.

RAJASTHAN

80%Messaging Apps

71%Banking Apps

68%Delivery Apps

OfflineOnline

65

4357

Groceries

51

3862

Home Furnishing

& Decor

43

1387


66

2971

Beauty & Grooming

54

1189

Mobile Phones

44

793

Media

75

1288

Fashion Products

63

3268


48

2674


34

1486

Computer Devices

Top 10 Durables OwnedWashing Machine, Air Conditioners, and Cooler among the top durables owned

Washing Machine

83%Air Conditioner

69%Water Purifiers

53%Cooler


48%Digital Camera

48%

Grinder

52%D2H

53%Microwave/OTG


55%Sofa Sets

57%


44 45

Interaction with Digital AppsTop 3 apps used in Uttar Pradesh are Messaging Apps, Banking, and Shopping Apps.

Top Categories They BoughtFashion, Beauty & Grooming, and Groceries among the top 3 bought categories.

67%Messaging Apps

59%Banking Apps

58%Shopping Apps

OfflineOnline

53

4951

Groceries

39

2971

Home Furnishing

& Decor

26

1981


56

3367

Beauty & Grooming

39

1783

Mobile Phones

31

2674

Media Computer Devices

67

2773

Fashion Products

53

4060


32

4654


24

2674

UTTAR PRADESH Top 10 Durables OwnedWashing Machine, Air Conditioners, Cooler and Sofa among the top durables owned

Washing Machine

77%Air Conditioner

59%Water Purifiers

45%Cooler


40%

Grinder

46%D2H

41%Digital Camera


42%Sofa Sets

48%


46 47

SOUTH

Interaction with Digital AppsTop 3 apps used in South are Messaging Apps, Banking, and Delivery Apps.


62%Messaging Apps

OfflineOnline

45

5842

Groceries

33

4357

Home Furnishing

& Decor

26

2575


48

3862

Beauty & Grooming

34

2278

Mobile Phones

26

2971


61

2377

Fashion Products

44

3466


31

3664


20

3367

47

49%Delivery Apps

49%Banking Apps


48 49

Top 10 Durables OwnedWashing Machine, Sofa, Air Conditioners and DTH among the top durables owned.

Washing Machine

69%Air Conditioner

49%Water Purifiers

37%Cooler


32%

Grinder

38%D2H

39%Digital Camera


36%Sofa Sets

39%

Interaction with Digital AppsTop 3 apps used in AP and Telangana are Messaging Apps, OTT Platforms, and Banking Apps.

Top Categories They BoughtFashion, Beauty & Grooming, and Home Furnishing & Decor among the top 3 bought categories.

65%Messaging Apps

56%OTT Platforms

52%Banking Apps

OfflineOnline

49

4258

Groceries

37

1981

Home Furnishing

& Decor

26

2179


49

3863

Beauty & Grooming

38

3961

Mobile Phones

28

4654

Media Large Appliances

59

2575

Fashion Products

44

5941


29

2377


22

2575

AP + TELANGANA

49


50 51

Top 10 Durables OwnedWashing Machine, AC, Water purifier and Sofa set among the top durables owned.

Washing Machine

73%Air Conditioner

58%Water Purifiers

42%Cooler


37%

Grinder

41%D2H

35%Digital Camera


41%Sofa Sets

42%

Interaction with Digital AppsTop 3 apps used in Karnataka are Delivery apps, Messaging Apps, and Banking apps.


59%Delivery Apps

58%Messaging Apps

55%Banking Apps

OfflineOnline

51

3367

Groceries

38

1090

Home Furnishing

& Decor

28

2278


57

4159

Beauty & Grooming

39

4159

Mobile Phones

32

2575


69

1189

Fashion Products

48

2575


33

3466


26

2674

KARNATAKA

51


52 53

Top 10 Durables OwnedWashing Machine, Air Conditioner, Sofa set, and Grinder among the top durables owned.

Washing Machine

81%Air Conditioner

47%Water Purifiers



44%

Grinder

47%D2H

45%Digital Camera


42%Sofa Sets

48%

Interaction with Digital AppsTop 3 apps used in Kerala are Messaging, Banking Apps, and Shopping Apps.


OfflineOnline

36

4060

Groceries

26

3367

Home Furnishing

& Decor

19

3169


48

6931

Beauty & Grooming

32

2773

Mobile Phones

23

1981


57

2872

Fashion Products

33

2872


24

3664


14

3862

KERALA

52%Messaging Apps

42%Banking Apps

42%Shopping Apps

53


54 55

Top 10 Durables OwnedWashing Machine, D2H, and Vacuum Cleaner among the top durables owned.

Washing Machine

50%Air Conditioner

29%Water Purifiers

29%Cooler


20%

Grinder

28%D2H

42%Vacuum Cleaner


29%Sofa Sets

34%

Interaction with Digital AppsTop 3 apps used in Tamil Nadu are Messaging Apps, Delivery Apps, and OTT Platforms.

Top Categories They BoughtFashion, Home Furnishing & Decor, and Beauty & Grooming among the top 3 bought categories.

OfflineOnline

47

4258

Groceries

35

2773

Home Furnishing

& Decor

28

4060


48

4159

Beauty & Grooming

39

5545

Mobile Phones

29

3862


61

3070

Fashion Products

46

6238


29

4159


25

4159

TAMIL NADU

75%Messaging Apps

54%Delivery Apps

52%OTT Platforms

55


56 57

Top 10 Durables OwnedWashing Machine, Air conditioner, Sofa set, and Grinder among the top durables owned.

Washing Machine

79%Air Conditioner

70%Water Purifiers

36%Digital Camera


30%

Grinder

39%D2H

32%Smart Watch


34%Sofa Sets

37%

WEST


58 59

Interaction with Digital AppsTop 3 apps used in West are Messaging Apps, OTT Platforms, and Banking Apps.


65%Messaging Apps

55%OTT Platforms

54%Banking Apps

OfflineOnline

51

4654

Groceries

35

1684

Home Furnishing

& Decor

30

1684


51

4852

Beauty & Grooming

38

4258

Mobile Phones

31

2278


61

2476

Fashion Products

44

3763


33

4654


25

3367

Top 10 Durables OwnedWashing Machine, Air Conditioner, Sofa set, and Water Purifier among the top durables owned.

Washing Machine

66%Air Conditioner

50%Water Purifiers



37%

Grinder

37%D2H

35%Digital Camera


39%Sofa Sets

42%


60 61

Interaction with Digital AppsTop 3 apps used in Gujarat are Messaging Apps, Banking, and Entertainment Apps.

Top Categories They BoughtFashion, Books & Stationaries, and Beauty & Grooming among the top 3 bought categories.

56%Messaging Apps

54%Banking Apps

49%Entertainment

OfflineOnline

33

5941

Groceries

26

5545

Home Furnishing

& Decor

17

3268


40

4654

Beauty & Grooming

32

4357

Mobile Phones

19

2377

Toys Baby Care

40

3367

Fashion Products

32

2080


20

5347


16

2872

GUJARAT Top 10 Durables OwnedWashing Machine, Sofa, Water Purifiers and Air Conditioners among the top durables owned.

Washing Machine

53%Air Conditioner

45%Water Purifiers



35%

Grinder

34%D2H

35%Digital Camera


36%Sofa Sets

45%


62 63

Interaction with Digital AppsTop 3 apps used in Maharashtra are Messaging Apps, OTT Platforms, and Browsers.


68%Messaging Apps

61%Browsers

60%OTT Platforms

OfflineOnline

50

3961

Groceries

36

991

Home Furnishing

& Decor

35

1981


59

4159

Beauty & Grooming

43

4654

Mobile Phones

Large Appliances

35

1981

Media

61

1684

Fashion Products

46

3565


36

4456


29

2971

MAHARASHTRA Top 10 Durables OwnedWashing Machine, Sofa, Water Purifiers and Air Conditioners among the top durables owned.

Washing Machine

67%Air Conditioner

53%Water Purifiers



42%

Grinder

41%D2H

36%Digital Camera


44%Sofa Sets

44%


64 65

Interaction with Digital AppsTop 3 apps used in Maharashtra are Messaging Apps, OTT Platforms, Banking, and Shopping Apps


57%OTT Platforms

67%Messaging Apps

51%Banking Apps

51%Shopping Apps

OfflineOnline

44

3763

Groceries

35

2872

Home Furnishing

& Decor

29

2377


49

4951

Beauty & Grooming

39

2377

Mobile Phones

Large Appliances

30

1387

Media

66

2872

Fashion Products

41

5644


33

4159


27

4159

MADHYA PRADESH Top 10 Durables OwnedWashing Machine, Air Conditioners, and Sofas among the top durables owned.

Washing Machine

73%Air Conditioner

50%Water Purifiers

35%Microwave Oven/OTG


33%

Grinder

33%D2H

35%Cooler


35%Sofa Sets

38%


66 67

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2 3...2 3 The following report is a research report commissioned by Mohalla Tech Private Limited, conducted by Nielsen as per brief provided by Mohalla Tech Private Limited. The fieldwork