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Why we picked it This is the primary-source study most vernacular-content stats you'll see online actually trace back to, so it's worth reading before you take anyone's word on the opportunity. It gives you the real numbers on how many Indians go online in a language other than English and how fast that base is growing. Treat the 2017 projections as directional, not gospel, but the core signal (most new internet users in India are not searching in English) has only strengthened since.
Indian Languages: Defining India's Internet
From KPMG in India / Google by KPMG in India and Google 68-page PDF report
- Indian-language internet users were already outnumbering English users and were projected to be roughly 2.5x the English base, so English-only content quietly misses most of the market.
- About 9 in 10 new internet users coming online in India were expected to be regional-language users, which is where your untapped demand actually lives.
- Adoption is led by messaging, entertainment, news, and social, so the language your buyers read in is often not the language your English landing page speaks.