A staggering 76 percent of the overall content consumed on smartphones is consumed on an Android device in India – second only to Malaysia. This finding is part of the recent report from Outbrain, the world’s largest content discovery platform.
Content Consumption Trends Report, 2014 is a comprehensive report from Outbrain analysing the key digital content consumption trends in India. The report collated data from across its global media network between October 1 and December 31, 2021 compares India to other mature markets – Singapore, Philippines, Malaysia, Australia, the UK and the US.
Listed below are the five major findings of the report:
1. Indian peak consumption on web happens at 14:00, on smartphones at 22:00
While in most countries content consumption on PC peaks at noon, there are some exceptions in Asia Pacific: in Singapore and Malaysia, consumption on PC peaks at 16:00; in India, it peaks at 14:00. Consumption on smartphone and tablet also has its own exceptions: it peaks between 21:00-22:00 globally, but in Japan people seem to prefer to consume content on-the go also at 12 noon.
2. In India smartphone content consumption dominates from 19:00 to 22:00
In India, PC is the dominant platform for consuming content from 10:00-17:00, peaking at 14:00. Smartphone dominates as the core content consumption platform from 7:00-8:00, when people normally commute from home to the office, and overtakes PC from 19:00-0:00.
3. In Singapore, Japan and UK, people consume more than half of their content on a smartphone
With most of the countries inching towards the global average of 42% countries like Singapore, Japan and the UK, people consume more than half of their content on a smartphone or tablet. India stands at 41% and the growing smartphone penetration will only increase this.
4. 76% of Indians consume content from Android led smartphones
In Southeast Asia, and in general all fast-growth markets, Android is now in a truly dominant and almost unchallengeable position. However, markets like US, UK, Japan, Australia are dominated by Apple devices.
5. India is the most engaged market when it comes to consumption on tablets
Looking at engagement on mobile devices, the report also shows that India is the most engaged market when it comes to consumption on tablets, overtaking even the US. It is also one of the most engaged markets for consumption on smartphones, along with Japan.
6. Mobile and investment are the major content preferences by Indians
In the content category of Technology & Internet, 53% interest is shown in mobile, similarly 56% is shown for Investing in Business & Finance category. Cameras, Gaming, Nutrition and Education also find sizeable interest.