India's Mobile Surge: 321M New Users in 2020 Drive App Downloads and Spending
The year 2020 brought a significant surge in internet users worldwide, with 321 million new individuals coming online. This growth was particularly notable in India, where mobile usage soared due to the pandemic, reshaping consumer behaviour and driving app downloads and spending.
In 2020, Indian consumers increasingly turned to their mobiles for various purposes. 63% used it to learn about new products, 77% for research, and 62% for purchases. Globally, average daily mobile usage reached 4.2 hours in April 2020. India accounted for 14% of global app installs, with app store spending topping $143 billion.
The Indian mobile app economy witnessed remarkable growth. App download growth rate was four times the global average. Short videos became a popular news and entertainment source, with Indians spending an average of 40 viewing minutes daily. New categories like Health & Fitness, Gaming, and Entertainment gained prominence. India is now home to one in ten global gamers and is set to become a top mobile gaming market in the APAC region. In the first half of 2020, India's average mobile usage spiked by 37%.
Naveen Tewari, Managing Director of InMobi for Asia-Pacific, reflected on 2020 as a challenging year for individuals, organizations, and marketers globally. However, he expressed optimism for the Indian mobile marketing sector in the coming months.
The mobile landscape in India evolved significantly in 2020, with increased usage, new app categories, and a surge in gaming. Despite global challenges, the Indian mobile marketing sector looks promising. As consumers continue to rely on mobile for various needs, the future of the Indian mobile economy appears bright.