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BENGALURU : With the covid-led massive shift to online content, India’s digital economy entered its next phase of growth, accounting for around 14% of global app downloads—four-times higher than the global average, said a recent report by digital marketing firm InMobi.

According to the report, Marketing in the era of Mobile, India also came in second to Indonesia in terms of the average time spent on mobile phones in 2020, up 37% compared to 2019, while app downloads grew by 28% year-on-year.

Also Read | What 2020 did to India’s inequality

India contributed nearly 9% of global app downloads in 2019, according to app analytics firm AppAnnie.

After India imposed the lockdown on 25 March, mobile usage saw a 20% rise over the next three months. Indians on an average spent nearly 4.8 hours on a device every day in 2020, beating the global average of 4.2 hours.

“From the advertisers’ perspective, with the increase in digital adoption, the video on-demand phenomena is a big one driven by OTT, gaming and short video apps. And now video buying is happening through programmatic buying where measurement of return on investment is more transparent. There has been a strong push from advertisers," Vasuta Agarwal, managing director, Asia-Pacific, InMobi said in an interview.

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