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India's active Internet population likely to reach 900 million by 2025: Report


India’s active Internet population likely to reach 900 million by 2025: Report
June 03, 2021
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Digital adoption has been accelerated by rural India clocking a 13 per cent growth to 299 million users
India is likely to have 900 million active Internet users by 2025 as against 622 million users as of 2020, registering a growth of about 45 per cent over the next five years, according to IAMAI Kantar ICUBE 2020 Report.
The report suggests that even though the Internet penetration in urban is twice more than that of rural, usership in rural areas has been growing at a faster rate on a year-on-year basis.
While internet users grew by 4 per cent in urban India to reach 323 million users, accounting for 67 per cent of urban population in 2020, digital adoption has been accelerated by rural India clocking a 13 per cent growth to 299 million internet users, accounting for 31 per cent of rural population over the past year. ....

Biswapriya Bhattacharjee , Insights Division , Executive Vice President , Icube 2020 , நுண்ணறிவு பிரிவு , நிர்வாகி துணை ப்ரெஸிடெஂட் ,

When chasing down targets, it pays to aim for the heart


Of the five most liked South African ads measured by Kantar in quarter three of 2020, three were from Grey agencies
In the space of a week, we learnt that not only had the Grey group been ranked by WARC as the most successful agency network in terms of creative effectiveness, but also that of the five most liked South African ads measured by Kantar in quarter three of 2020, three were from Grey agencies.
Now, as any self-respecting APEX or Effie judge will tell you, the mere fact that your ad was liked by its audience is not evidence that the ad was in any way effective. Liking is not a measure in anybody’s marketing textbook, of effectiveness. ....

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