The Rise & Changing Landscape of Content Consumption
InUni, start-up Brings Disruption to Local Digital Consumption
New Delhi, March 2018: With India’s internet penetration, making tremendous strides in Tier II & III towns a multitude of opportunities have sprung up in a largely overlooked and under-served market. According to Times Internet, 2017 marked the year in which regional language content consumption overtook English digital content in India’s internet ecosystem. This inevitable change in the landscape can be witnessed primarily in India’s B-towns where vernacular and regional content is projected to grow exponentially. Access to a high-speed Internet connection is no longer restricted to metro cities, which is causing a massive shift in online content consumption patterns, across the nation. The preference of Indian consumers towards vernacular and regional content is also on the upswing, with 93% of the time spent on content in local languages. To capture the next set of audiences and catering to Tier-2 cities, InUni has launched regional city-specific, content discovery platforms, focusing on curating experiences of cities, providing localized content for users to discuss, connect, interact and share with people from all over the city on their mobile apps.
Image Credit: Founder Shashank Rai (In uni)
Presently, digital media consumption in Tier-2 towns is ripe for innovative new habit-forming products.The user base that makes up the regional language in India grew at a CAGR of 41 percent from 2011-16 to reach 234 million. The same segment is forecasted to increase at 536 million users in 2021 in comparison to the projected 199 million users that will consume primarily English content online. As hundreds of millions of Indians log on to the internet, this platform will provide them personalized & localized digital experiences. Low-moderate adoption levels of news consumption make this a high growth segment. By 2021, regional language consumption will account for 75% of India’s internet user base. The growth of this user segment will be compounded with increasing penetration and adoption of low-cost 4G.
InUni is a network of city-centric apps that put each city at the epicenter of the platform and weaves the entire experience around it. City Apps published by InUni are gateways to experience the city in real-time for everyone that is any shape or form connected to it. It connects, describes and narrates the essence of a city in a clutter free manner giving great user experience. With simple swipes, users can find the latest news, photos, and information from trusted sources; get real-time city updates from other users and even the government.
According to Shashank Rai, cofounder – InUni, “In recent times, India has seen a tremendous rise in online content consumption from Tier II & III India. More than half of the internet user base is now looking for content in regional languages; primarily in genres such as News, Sports & Entertainment.”
He further added “limited local language enablement on the internet is the most common grievance coming from users in India today. Our platforms have localization ingrained deeply in their DNA providing truly regional experiences. Last month our reach was around 3 Million Users across the channels, and we are working to increase this sharply. In the additional time spent on Apps by all our users was well over 1.5 Lacs Minutes with 75.5K sessions. Our platforms not only provide local news but cater to all types of content. Users can find Viral, National and State content with the feed updating every minute.
The App can be downloaded from Google store by searching for In<cityName> e.g. in Varanasi for Varanasi or Lucknow for Lucknow. InUni has retained In prefix for all its apps on Play Store. It provides local news/ articles collected from across the internet on which users can engage on their favorite posts. InUni apps are currently is available in more than 9 languages covering 50 cities.
Conceptualized in 2017 and incubated at Amity Innovation Incubator Centre, Noida InUni is regional and city content discovery platform start-up. The start-up focuses on aggregating content for cities, thus providing the user’s city-specific information in real time basis to discuss, connect, interact and share with people from all over the city on a mobile app. With an objective of creating the go engaging hyper-local social experiences, InUni aims to enhance user experience with a focus on cost growth hacking strategy. i.e. using word-of-mouth on a big scale to achieve the exponential growth rates.
InUni is the brainchild of Shashank Rai, Ashutosh Singh, and Abdullah Haq, Anil Giri all hailing from tier- 2 towns working in Delhi.The start-up was therefore conceptualized in 2017 with the support of Amity Innovation Incubator, Noida, now running with a team of 8.
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