India’s shift from offline to online has been significant during lockdown – Comscore

Consumer behavior during Covid-19

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India
Time spend per visitor per month Photo: Comscore

Due to the ongoing Covid-19 induced lockdown in India, consumers have been confined at home. With restrictions on movement in place, the internet has become the main channel to work, socialize, entertain, and explore the world. As per a Comscore survey published on 4 June, the shift from offline to online activity in India has been significant. The time spent per visitor per month jumped during the month of March 2020, compared with the previous month – an 18% increase. It then went on to breach the 3,400 minutes per visitor per month mark during the month of April 2020, which was previously the highest level ever recorded since Comscore started measuring digital audiences in India. By the end of April 2020, consumers had spent an average of more than 3,600 minutes per visitor per month – or more than two hours per day per visitor.

Most of the time spent online was spent on a handful of digital categories, namely entertainment (28 average minutes per visitor per day), social networks (25 average minutes per visitor per day), services (23 average minutes per visitor per day), instant messengers (19 average minutes per visitor per day), games (12 average minutes per visitor per day), news (7 average minutes per visitor per day), and retail (4 average minutes per visitor per day), Comscore said.

As per the survey, games, social networking, and instant messengers sites were among the digital categories that increased the most: by 62%, 35%, and 33%, respectively. Comscore said that the increase is considerable given how deeply engrained into consumers’ lives these categories already were prior to the coronavirus pandemic.

However, Comscore said that it was too soon to tell if these behavioral changes are temporary or long-lasting. “Stay-at-home restrictions are gradually being lifted, and it is possible that some of these digital trends will revert to pre-pandemic patterns, but others may become permanent new habits,” it said.

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

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