Increase in local language content on the internet will lead to a growth of 39% in the current internet user base, according to a report by the Internet and Mobile Association of India (IAMAI) and IMRB International.

Rural India will be the primary driver of this growth (75%) while in Urban India, the growth will be 16%, the report says.

The local language user base is growing at 47% Y-o-Y to reach 127 million in June 2015.

The report says that communication, social networking and entertainment are some of the primary reasons people access the internet. “Majority of the urban India users like to access internet for communication whereas the rural India users access internet for entertainment.”

With the increasing availability of digital content in local language, the share of digital advertisement spending on local languages is expected to reach to close to 30 per cent of the overall spending by 2020.

The overall digital advertising spends in India will be Rs. 3,575 crore by the end of December 2015, the report says. “The proportion of digital ads spends in the local language will be 5% of the entire market i.e. Rs. 179 crore.”

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