Upcoming Power of Indian Local Languages
on Google in 2020
0.1% of Content on The Internet is in Indian Languages
India has one of the largest and fastest-growing populations of Internet users in the world.
The growth in the Internet base in India has been exponential.
The primary drivers of this exponential growth have been an expansion to small-town/rural India, increased affordability due to lower cost data-enabled handsets, and the ever-increasing awareness of, and need for, the Internet.
The dimension of users is older, more rural, more female, more mobile-led, more vernacular.
Power of The Internet
The Internet has the power to impact every aspect of life fundamentally, be it at the level of consumption, access to financial services and education, connectivity at work, interactions with friends and family.
Consumers are increasingly using the Internet as their first option in driving their purchase decisions with their local language.
A complete digital approach to understand consumer behavior, build technical capabilities, manage their product set, and re-define marketing strategies in the local language.
Growth of Content in Indian Languages
There are more than 520 million Hindi speakers in the world. More than 1 billion speakers in Indian languages. A set of new business trends and traits in the digital scenario in India.
The local language content in India is growing at a rapid pace with ninety percent of new internet users in the country consuming content in dialect languages.
Hindi is the most speaking language with high growth compared to other languages like English. New users largely consume video and audio content on the internet. Google predicted the growing demand for Indian language content.
Google identified the integration of greater Indian language which supports its products and services. Increasing the use of smartphones in rural areas, the number of local-language Internet users is rapidly growing.
The demand for Content in Local Languages
This rising group of rural internet users is starving for information, entertainment, and meeting requirements in their own language, and their desire for digital content signals a tremendous potential.
Mobile Internet is more accessible in the smaller towns and rural parts of the country, the demand for content that is in the local language.
The English language restricts reaching critical internet services like e-banking, e-ticketing, e-learning, and Naukri, It is a major limitation of internet penetration in Rural India and amongst the economically weaker sections.
Digital Environment of India
The digital environment majorly depends on the English language. This means URLs, domain names, key tags, and indexing have to be promoted in the local language to make a digital environment in Indian languages.
Digital Environment will allow for more internet services to be offered in Indian languages, promotion of digital empowerment in rural India.
Digital and online industry including online publishing, mobile advertising, online advertising, eCommerce, mobile content and services, mobile and digital payments, An emerging sectors such as e-finance, e-learning, online health solutions, .online exams, new era entertainment Like OTT platforms.
The demand for product information in Local Languages
Branding in Local Language
Global brands have started focusing on regional languages as part of their strategy. Facebook users were amazed while using the Hindi script.
Today, Google supports languages such as Hindi, Gujarati, Marathi, Bengali, and Tamil among others. all global social media sites have realized the fact that if they don’t go local in India they might soon lose relevance.
Catering to the internet users in tier II and III towns, Google is now focusing to expand usage of its products like Google maps in vernacular languages, especially Hindi.
Google also going to invest in India to enhance internet penetration towards digital India.
When brands are branding in a regional language, it appeals to the exciting quotient of the audience. So localization of content should be an integral part of the creation process.
Potential of Content in Local Languages
Poor translation apps do not work as it is very limited to perform eCommerce activities.
In the tech, sector accuracy is more important especially in the pharma and healthcare eCommerce business so local language e-commerce has tremendous potential in India, as the Hindi language has great potential.
With the growing OTT consumption and the need for vernacular content, we think in the next 5 years’ vernacular content users will grow 12X compared to 2X growth for English content consumers,
Major online platforms like e-commerce and social media platforms launching their content in local languages, reaching out to a much bigger and diverse Indian audience.
Localizing website and product information if you want to sell more goods or services to Indian customers.
Localization in the context of languages improves customer experience and increases engagement in the brand. It should be a rigorously planned and executed business strategy for any company looking to grow in India”
Sales Driven by Localizing
- More & More people’s behavior that they wouldn’t give full consideration if the information is not in the local languages.
- For four out of five buyers, translated information and localized software increase their likelihood to buy.
When surveyed about purchasing via websites, Indian buyers like older, rural, female, more mobile-led, more vernacular are significantly less comfortable buying in English rather than their own languages.
Steps Ahead to Grab Ahead
- Increase in user-generated online content (Video, Audio & Text.)in Indian Language.
- The business. brands develop their digital environment in Indian Languages.
- To increase time spent on Indian language platforms across the categories.
- Support of emerging sectors such as e-finance, e-learning, online health solutions, .online exams, new era entertainment Like OTT platforms in Indian Languages.
- Increase sales initiatives by B2C in local languages.
- Support of digital environments to be compatible with mobile / smartphones.
- Increase digital advertisement in local languages.
- Digital Payment interfaces will be in Indian languages.
- Advanced Voice recognition and translation of digital content in the local language.