INCREASING COMFORT
Regional language users move to online transactions
Aparna.Desikan@timesgroup.com
Chennai: 23.06.2018
Rajendran S, a cab driver, started using his smartphone for Ola and was comfortable with the app since it had a Tamil version.
Now, with increasing comfort levels in using the phone, he has moved on to transacting on Paytm and buying products on Flipkart.
“The first step was getting the device and becoming familiar with the interface. Now that the apps are user friendly to us those who don’t speak or understand fluent English, we are transacting online,” said Rajendran.
When it comes to usage of apps among regional language users, the mobile app world is no longer dominated by social networking or messaging apps. Non-English speaking internet users are migrating from using mobile apps merely for communication & content consumption to transactions, say regional language technology startups. Early entrants like Reverie are seeing increasing number of people transacting on the internet using shopping apps such as Amazon, Paytm or finance apps such as Tez and PhonePe. Ixigo and NTES also feature in the top apps list. “Out of the top 25 apps used, 4 are shopping apps. Besides, we also notice that even as these apps are available on the internet, regional-language users just used them to browse, whereas now, they are actively searching for a particular product, going ahead with the transaction,” said Rishi Kudale, marketing head, Reverie Language Technoligies.
Even as social media apps and communication platforms retain the top position, transactions made online among non-english speaking users are seeing a 100% jump in base numbers. Indus OS, a startup that develops apps and an operating system for regional language users sees Flipkart, Amazon predominate the scene. “For our users alone, shopping as a category has seen a 33% growth in the last one year, thereby proving that non English users are now using internet beyond content consumption and generation. A point to be mentioned is that consumers, however, go through the products through images and make the purchase,” said Rakesh Deshmukh, CEO and co-founder, Indus OS.
The company also sees that 70% of the growth comes from Tier-1 and Tier-2 cities. “This further proves that those users who have so far been using English apps for shopping are now migrating towards regional-language supported counterparts,” added Deshmukh
Regional language users move to online transactions
Aparna.Desikan@timesgroup.com
Chennai: 23.06.2018
Rajendran S, a cab driver, started using his smartphone for Ola and was comfortable with the app since it had a Tamil version.
Now, with increasing comfort levels in using the phone, he has moved on to transacting on Paytm and buying products on Flipkart.
“The first step was getting the device and becoming familiar with the interface. Now that the apps are user friendly to us those who don’t speak or understand fluent English, we are transacting online,” said Rajendran.
When it comes to usage of apps among regional language users, the mobile app world is no longer dominated by social networking or messaging apps. Non-English speaking internet users are migrating from using mobile apps merely for communication & content consumption to transactions, say regional language technology startups. Early entrants like Reverie are seeing increasing number of people transacting on the internet using shopping apps such as Amazon, Paytm or finance apps such as Tez and PhonePe. Ixigo and NTES also feature in the top apps list. “Out of the top 25 apps used, 4 are shopping apps. Besides, we also notice that even as these apps are available on the internet, regional-language users just used them to browse, whereas now, they are actively searching for a particular product, going ahead with the transaction,” said Rishi Kudale, marketing head, Reverie Language Technoligies.
Even as social media apps and communication platforms retain the top position, transactions made online among non-english speaking users are seeing a 100% jump in base numbers. Indus OS, a startup that develops apps and an operating system for regional language users sees Flipkart, Amazon predominate the scene. “For our users alone, shopping as a category has seen a 33% growth in the last one year, thereby proving that non English users are now using internet beyond content consumption and generation. A point to be mentioned is that consumers, however, go through the products through images and make the purchase,” said Rakesh Deshmukh, CEO and co-founder, Indus OS.
The company also sees that 70% of the growth comes from Tier-1 and Tier-2 cities. “This further proves that those users who have so far been using English apps for shopping are now migrating towards regional-language supported counterparts,” added Deshmukh
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