The document summarizes research conducted by Nielsen for Mohalla Tech Private Limited on social media usage in India. Some key findings from the 3,788 online survey across 81 cities include: - Regional languages are preferred for social media in non-metro areas and certain states. Overall preference for regional is higher in North and East zones. - 85% of social media users engage in activities like watching/uploading content during leisure time. Videos are the most popular format. - Uploading frequency is once a week for most. Images and videos are most commonly uploaded formats. - Messaging, banking, delivery and online shopping apps see high usage. Usage varies by state and metro vs non-metro.

2. 2 3
The following report is a research report commissioned by Mohalla Tech
Private Limited, conducted by Nielsen as per brief provided by Mohalla
Tech Private Limited. The fieldwork is done in an unbiased manner (field
work done in an online panel with the centres recommended by ShareChat)
without intervention from ShareChat and quality control procedures were
followed strictly.
Primary Search Methodology
Primary research was undertaken by Nielsen India to cover the overall
social media usage & consumption and online behaviour. The study was
based on 3788 online surveys conducted across 81 cities in India to
understand the proportion of the population who post/consume content
in the social network at least once a week.
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

3. 4 5
Introduction..........................................................................................................................................05
Target Group.......................................................................................................................................06
Understanding India Vs Bharat ................................................................................... 07
Social Networking Behaviour ..........................................................................................09
Interaction with Digital Apps ..............................................................................................11
Durable Ownership........................................................................................................................12
Categories They Bought..........................................................................................................13
Categories They Spend............................................................................................................14
Categories They Bought Online......................................................................................15
Investments They Do...................................................................................................................16
Mobile and Network......................................................................................................................17
Summary .................................................................................................................................................18
Zone & State Discovery.............................................................................................................19
TABLE of CONTENT INTRODUCTION
ShareChat is the largest Indian social media platform. The platform was
started with an objective to encourage Indian languages in the internet
space. Today, the platform has more than 160 million monthly active users.
Truly Indian in nature, ShareChat allows Indians to share their thoughts,
emotions, opinions; and become friends with others in their mother tongue.
The platform has users from over 2,00,000 pin codes across 15 languages
including, Hindi, Tamil, Telugu, Marathi, Kannada, Malayalam, Punjabi,
Bengali, Assamese, Gujarati, Odia, Urdu, Bhojpuri and dialects such as
Haryanvi and Rajasthani.
ShareChat wanted to understand the behaviour and profile of the UGC users
and publish a report to reach out to Brands, Advertisers, and Investors.
ShareChat commissioned a project with Nielsen as their knowledge partner
for a primary survey, the finding for which will be used by ShareChat with
brands and advertisers.
Definitions To Be Referred
India
Social Networking users who prefer only English for using social
network.
Bharat
Social Networking users who prefer Regional languages for using
social network.
4
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]
5

4. 6 7
Tier 2: 20% Tier 3: 20%Metro: 20% Tier 1: 40%
GENDER NCCS
Male
71%
NCCS A
71%
Female
29%
NCCS B
29%
Research Considerations
The age of the respondent should be 18 or above (minimum criteria
to use the social network).
The respondent should be someone who posted/consumed content
in the social network at least once a week.
TARGET GROUP
CITY TYPE All India
47%
53%
Metro
53%
47%
Non Metro
46%
54%
Language preferred for Social Media
India – prefer only English in Social Media
Bharat – prefer Regional language in Social Media
UNDERSTANDING
INDIA VS BHARAT
The preference of regional language in Social media is higher in Non-
Metro when compared to Metro. Given the fact that a large proportion of
the population lives in Non-Metro, there is a scope for regional language
social media to grow substantially. Within Metro, the preference for
regional language is higher in the South.
Overall preference for regional language is higher in the North (57%) and
East zones (55%)
Male prefer to use regional language, while females prefer a mix of both
English and Regional for social media.
People who speak Bengali, Gujarati, Kannada, Marathi, Odia, Punjabi,
Rajasthani, Tamil and Telugu as the first language prefer using their
Regional language in Social Media
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

5. 8 9
78%
of Bharat do Social media activity
like watch/upload/create content
during their leisure time.
85% of Bharat do social media activity or online gaming during their
leisure time.
3 out of 4 people use social network every day, and they use it most from
7-11 pm.
They use at least 3 times a day and spend more than 5 hours a week.
Bharat uses Social network multiple times in a day.
Videos are the most preferred format, and they prefer up to 2 mins.
Keeping in touch with peer group and Entertainment are the top 2
reasons for using Social networks.
9 out of 10 users use Social network along with some other activities.
SOCIAL NETWORKING
BEHAVIOUR
CONSUMPTION
Frequency
Every day
At least once a week
Once a month
73%
1%
26%
Top Genres Followed /Watched Content They Follow
Music
Comedy and music were the top 2 genres among Bharat They mostly follow individual content from friends/ family & influencers
86%
Comedy
87%
News
Individuals
(Friends/
Family/
Influencers)
Social
groups
Celebrity Brands TV Channels85%
59% 58%
51% 49% 49%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

6. 10 11
1 out of 2 uploads content on the social network every day, and it is
comparatively higher in the south.
1/3rd of the social network users share their posts with the public, East
higher in public sharing.
Fourth of Bharat post public content.
UPLOADING
Uploading Frequency
2
49%
1% 1%
Once in 6
month
Every day Once a
year
More
than
once a
week
Do not
upload
Atleast
once a
week
Once a
month
29%
11%
7%
SOCIAL NETWORKING
BEHAVIOUR
4 out of 5 of those who upload contents are comfortable in uploading any
form of content that includes photos, videos, gifs, text over an image, etc.
Comfort in sharing the content
Pictures Videos
Status
in Text
Format
Text over
image
Motion
Videos
GIFs
Images followed by videos are uploaded the most. Video upload is higher
in the North.
Highest Uploaded Formats
55 51 4550 47 49
30
85
32
83
34
79
31
81
34
81
33
82
Top Break (Fully comfortable) 2nd
Top Break (Comfortable)
62% 54% 45% 42% 34% 33%
Images Videos
Status
in Text
Format
Text
Over
Image
Motion
Videos
GIFs
Messaging, Banking & Payment, Delivery, and Online shopping are the
top 4 Digital Apps used by every 2nd Social media user.
Messaging Apps are used across the town class. While other online Apps
has higher usage in Metros
Messaging, Delivery, and Online shopping apps Skews to Bharat. The gap
is higher in Fashion Lifestyle and Ticket Booking Apps.
61%
51%
46% 48%
66%
64% 52% 51% 50%
53% 55% 52%
India Bharat
INTERACTION WITH
DIGITAL APPS
Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), Jharkhand(E),
West Bengal(E), Maharashtra (W) and Madhya Pradesh in respective
Zones are high on the usage of Digital Apps
Low usage of Digital Apps seen in Haryana (N), Kerala (S), Orissa(E) and
Gujarat(W)
HIGH USAGE LOW USAGE
Delhi (N)
Rajasthan (N) Haryana (N)
AP/Telangana (S)
Karnataka (S) Kerala (S)
Jharkhand (E)
West Bengal (E) Orissa (E)
Maharashtra (W)
Madhya Pradesh Gujarat (W)
Messaging
Apps
Banking &
Payment
Wallets
Delivery
Apps
Online
Shopping
Apps
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

7. 12 13
DURABLE OWNERSHIP
Washing
Machine
67%
Air
Conditioner
50%
Water
Purifiers
39%
Cooler
35%
Smart
Android TV
35%
Grinder
40%
D2H
38%
Digital
Camera
33%
Bluetooth
Speakers
39%
Almost all the household of the Social Media users have Colour TV.
Air Conditioner, Sofa sets, Grinders, Water Purifiers, Bluetooth, Smart/
Android TV skews to Metro. Cooler skews to Non-Metro.
Except for Washing Machine and D2H, ownership of rest all durables are
lower among Bharat.
Durable ownership is higher in Delhi(N), Rajasthan(N), AP/Telangana(S),
Karnataka(S), West Bengal(E), and in Maharashtra(W).
Durable ownership is lower in Haryana(N), Kerala(S), Orissa(E), and
Madhya Pradesh(W).
Ownership of Smart Gadgets like Bluetooth speaker and SmartWatch
seen higher among the East mainly coming from Bihar and West Bengal.
Sofa Sets
42%
Fashion Products are bought equally among the Metro and Non-Metros,
where the other categories are bought more in Metro than in Non-Metro.
Delhi and Rajasthan are the top buyers of all the categories.
Bharat has bought more categories when compared to India in the last 3
months.
Categories like Beauty & Grooming, Home Furnishing & Décor, Computer
Accessories, Non-Electronic Devices, Media, and Computer Devices are
bought more among Bharat.
CATEGORIES
THEY BOUGHT
62%
50%
46%
36%
29%
22%
49%
36%
33%
27%
Fashion
Products
Beauty &
Grooming
Mobile
Phones
Books &
Stationaries
Media
Groceries
Home Furnishing
& Decor
Computer
Accessories
Non Electronic
Devices
Computer
Device
63%
50%
47%
42%
34%
32%
35%
26%
25%
19%
61%
49%
52%
50%
37%
39%
31%
32%
29%
25%
India Bharat
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

8. 14 15
India is driven towards clothes and durables goods when it comes to
spending. India also spends higher in cosmetics as compared to Bharat.
Bharat spends significantly higher on expensive watches, perfumes, bags,
shoes, etc. as compared to India.
Bharat also spends more on home furnishing, gym, club, sports arena
membership as compared to India.
Clothes are the top spending category in Metros (Bangalore, Delhi, Mumbai
falls among the higher spenders). Delhi, Bihar, Gujarat, Uttar Pradesh, Assam,
and Maharashtra are the states that spend more on clothes.
Bharat
India
69%
41% 35% 33% 24%
65%
42%
33% 30% 29%
67% 42% 34% 32% 27%
Clothing Travelling Gadgets Durable Goods
Expensive Watch,
Perfumes, Bag,
Shoe, etc.
Comparatively, Haryana, Punjab and Tamil Nadu spend less on Clothes.
Travelling is the second most spent category. Rajasthan, Karnataka, and
Jharkhand are the top 3 states on spending for Travel. Haryana, AP/
Telangana, and Orissa take the lower spots on Travel spending.
Jewellery, cosmetics, and home furnishing are the next 3 categories where
they spend.
Spending on expensive watch/perfume/bag/shoe and home furnishing
higher among the Bharat compared to India.
CATEGORIES THEY SPEND CATEGORIES THEY
BOUGHT ONLINE
India Bharat
82% 83%
75% 77%
72%
57% 58%
53%
60%
43%
78% 75%
78%
74%
69%
66%
60%
63%
55%
46%
Mobile
Phones
Media -
Movies,
Music,
Videos, Etc.
Fashion
Product
Non
Electronics
Devices
Computer
Devices
Home
Furnishing &
Decor
Computer
Accessories
Beauty &
Grooming
Books &
Stationaries
Groceries
Fashion, Mobile Phones, Non-Electronic devices, and Media are among
the top bought online categories.
Fashion, Home Furnishing & Décor, and Beauty & Grooming have a better
purchase rate in Bharat when compared with India.
Delhi, Karnataka, Rajasthan, and West Bengal buys more categories
online than other states.
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

9. 16 17
9 out of 10 do at least one investment, of which 8 invest themselves, and
only one invests through someone else.
Delhi, Bihar, and West Bengal are the top 3 states with people favouring
investments. Jharkhand, Orissa, and Punjab are the bottom 3 states in
investments.
1-2 out of 10 invest in Post office, Stock Market, Real Estate, PF, RD, or PPF.
INVESTMENTS THEY DO
36%
22%
46%
37%
49%
Mutual
Funds
Gold/
Silver
Life
Insurance
Fixed
Deposit
Savings
Account
On average, Bharat invests in 4 different investment plans while India
invests in 3 investment plans.
Bharat’s investment among the top 5 investment tools is higher when
compared with India.
41%
34% 34%
19%
44%
53%
51%
39% 39%
24%
Savings
Account
Life
Insurance
Fixed
Deposit
Mutual
Funds
Gold/
Silver
16
21% 19% 22%
Overall India Bharat
16% 17% 15%
Overall India Bharat
MOBILE AND NETWORK
45% 39% 50% 39% 40% 38% 30% 29% 30%
Average
Spends
352
Average
Spends
343
Average
Spends
357
Overall BharatIndia
BharatIndia
Average
Spends
366
Average
Spends
370
Average
Spends
362
Average
Spends
332
Average
Spends
334
Average
Spends
336
Data plans became cheaper across the network, and hence 9 out of 10 use
the mobile network to access the internet most of the time.
The usage of Jio is higher among Bharat when compared with India.
Samsung and Mi are the Top 2 mobile Brands.
Samsung is higher in Metro and East (Bihar and West Bengal) and lower in
North (Haryana) and South (Karnataka).
Mi is higher in West (Gujarat) and lower in South (Kerala).
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

10. 18 19
Social Network Users are younger (less than 35
years). Growth in UPI and payment wallets and their
penetration across the town class resulted in higher
usage of payment wallets.
They use Social network whenever they get free time.
Keeping in touch with peer group and entertainment
are the top 2 reasons for them to use the social
network, and their preferred genre is Technology and
News.
Pictures followed by videos are the most used format
for posting/uploading. 2 out of 5 Bharat post content
publicly, India post mix of public and only to friends.
Video is the most preferred consumption format. 1
out of 2 people either share the content or like the
content post seeing it on the social network. They
prefer video content with less than 2 min.
Clothing and Travelling are the Top 2 categories they
spend. Spends on Expensive watch/perfume/ bag/
shoe and Home furnishing higher among the Bharat
compared to India.
Samsung is the most used mobile, and Reliance
Jio is the most used network connection. Social
network users seek value for money for the products
they buy.
1 out of 2 use social network at least 3 times a day and spend more than
5hour in a week. Usage is seen higher between 7-11 pm. Bharat uses
the social network multiple times in a day when compared to India. 9
out of 10 use the social network while doing some other activities like
listening to music or waiting for someone.
SUMMARY
18
UNDERSTANDING INDIA’S
NEXT BILLION INTERNET USERS
ZONE AND STATE DISCOVERY
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

11. 20 21
EAST
Interaction with Digital Apps
Top 3 apps used in the East are Messaging Apps, News, and
Shopping Apps.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming are among the top 3
bought categories. 58%
Messaging Apps
55%
News Apps
54%
Shopping Apps
Offline
Online
50
38
62
Beauty &
Grooming
34
17
83
Mobile
Phones
28
15
85
Media
51
64
36
Groceries
35
38
62
Books &
Stationaries
31
21
79
Non
Electronic
Devices
62
15
85
Fashion
Products
44
41
59
Home
Furnishing
& Decor
34
43
57
Computer
Accessories
24
36
64
Baby
Care, Kids
Accessories
21
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

12. 22 23
Top 10 Durables Owned
Washing Machine, Sofa, Bluetooth speakers and Air Conditioners
among the top durables owned.
Washing Machine
60%
Air Conditioner
43%
Water Purifiers
39%
Cooler
35%
Smart /Android TV
33%
Grinder
42%
D2H
42%
Digital Camera
34%
Bluetooth Speakers
43%
Sofa Sets
44%
Interaction with Digital Apps
Top 3 apps used in Assam are Messaging Apps, Banking, and
Shopping Apps skews to Females.
Top Categories They Bought
Fashion, Beauty & Grooming, and Grocery among the top 3 bought
categories.
ASSAM
61%
Messaging Apps
56%
Banking &
Payment Apps
56%
Shopping Apps
Offline
Online
44
61
29
Groceries
33
19
81
Home
Furnishing
& Decor
20
23
77
Books &
Stationaries
50
31
69
Beauty &
Grooming
34
18
82
Mobile
Phones
27
18
82
Media
19
50
50
Large
Appliances
58
8
92
Fashion
Products
36
30
70
Non
Electronic
Devices
33
24
76
Computer
Accessories
19
33
67
Baby
Care, Kids
Accessories
23
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

13. 24 25
Top 10 Durables Owned
Washing Machine, Grinder and Sofa set among the top durables
owned.
Washing Machine
56%
Air Conditioner
41%
Water Purifiers
41%
Microwave Oven / OTG
36%
Smart /Android TV
31%
Grinder
56%
D2H
45%
TV Black & White
33%
Bluetooth Speakers
48%
Sofa Sets
50%
Interaction with Digital Apps
Top 3 apps used in Bihar are News, Messaging Apps, and Shopping
Apps.
Top Categories They Bought
Fashion, Groceries, and Home Furnishing among the top 3 bought
categories.
BIHAR
62%
News Apps
57%
Messaging Apps
55%
Shopping Apps
Offline
Online
50
27
73
Home
Furnishing
& Decor
41
47
53
Computer
Accessories
27
17
83
Media
61
61
39
Groceries
44
37
63
Books &
Stationaries
30
15
85
Non
Electronic
Devices
62
18
82
Fashion
Products
48
40
60
Beauty &
Grooming
37
20
80
Mobile
Phones
27
43
57
Baby
Care, Kids
Accessories
25
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

14. 26 27
Top 10 Durables Owned
Washing Machine, D2H, Air Conditioner and Sofa set among the
top durables owned.
Washing Machine
58%
Air Conditioner
45%
Water Purifiers
41%
Cooler
33%
Smart /Android TV
34%
Grinder
39%
D2H
50%
Digital Camera
33%
Bluetooth Speakers
44%
Sofa Sets
45%
Interaction with Digital Apps
Top 3 apps used in Jharkhand are Shopping Apps, Messaging,
and Banking/Payments Apps.
Top Categories They Bought
Fashion, Beauty & Grooming, and Grocery among the top 3 bought
categories.
JHARKHAND
62%
Shopping Apps
60%
Messaging Apps
58%
Banking &
Payment Apps
Offline
Online
53
48
52
Beauty &
Grooming
32
19
81
Mobile
Phones
28
12
88
Media
53
74
26
Groceries
33
47
53
Books &
Stationaries
30
23
77
Non
Electronic
Devices
68
19
81
Fashion
Products
43
58
42
Home
Furnishing
& Decor
30
54
46
Computer
Accessories
22
44
56
Large
Appliances
27
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

15. 28 29
Top 10 Durables Owned
Washing Machine, Grinder and Sofa set among the top durables
owned.
Washing Machine
63%
Air Conditioner
42%
Water Purifiers
42%
Microwave Oven / OTG
41%
Smart /Android TV
34%
Grinder
50%
D2H
33%
Cooler
43%
Bluetooth Speakers
38%
Sofa Sets
47%
Interaction with Digital Apps
Top 3 apps used in Orissa are News, Messaging Apps,
and Entertainment Apps.
Top Categories They Bought
Fashion, Beauty & Grooming, and Home Furnishing & Decor
among the top 3 bought categories.
ORISSA
48%
News Apps
44%
Messaging Apps
41%
Entertainment
Apps
Offline
Online
40
42
58
Beauty &
Grooming
30
30
70
Mobile
Phones
21
30
70
Media
43
37
66
Groceries
32
70
30
Books &
Stationaries
24
41
59
Non
Electronic
Devices
55
14
86
Fashion
Products
33
33
67
Home
Furnishing
& Decor
25
16
84
Computer
Accessories
19
39
61
Large
Appliances
29
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

16. 30 31
Top 10 Durables Owned
Washing Machine, D2H and Cooler among the top durables owned.
Washing Machine
62%
Air Conditioner
30%
Water Purifiers
29%
Cooler
34%
Smart /Android TV
23%
Grinder
32%
D2H
37%
Cooler
22%
Bluetooth Speakers
29%
Sofa Sets
30%
Interaction with Digital Apps
Top 3 apps used in West Bengal are Messaging Apps, News and
Entertainment Apps.
Top Categories They Bought
Fashion, Groceries and Beauty & Grooming among the top 3
bought categories.
WEST BENGAL
66%
Messaging Apps
62%
News Apps
60%
Entertainment
Apps
Offline
Online
56
33
67
Beauty &
Grooming
41
15
85
Mobile
Phones
31
15
85
Non
Electronic
Devices
60
57
43
Groceries
44
35
65
Books &
Stationaries
32
47
53
Computer
Accessories
64
14
86
Fashion
Products
49
45
55
Home
Furnishing
& Decor
35
11
89
Media
27
34
66
Baby
Care, Kids
Accessories
31
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

17. 32 33
Top 10 Durables Owned
Washing Machine, Bluetooth speakers and Air conditioner among
the top durables owned.
Washing Machine
59%
Air Conditioner
51%
Water Purifiers
42%
Cooler
34%
Smart /Android TV
39%
Grinder
44%
D2H
45%
Smart Watch
38%
Bluetooth Speakers
53%
Sofa Sets
49%
NORTH
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

18. 34 35
Interaction with Digital Apps
Top 3 apps used in North are Messaging Apps, Banking, and
Delivery Apps.
Top Categories They Bought
Fashion, Beauty & Grooming,, and Home Furnishing & Decor among
the top 3 bought categories. 70%
Messaging Apps
55%
Banking &
Payment Apps
53%
Delivery Apps
Offline
Online
52
41
59
Groceries
38
37
63
Home
Furnishing
& Decor
27
26
74
Books &
Stationaries
54
42
58
Beauty &
Grooming
40
22
78
Mobile
Phones
31
24
76
Media
65
27
73
Fashion
Products
49
52
48
Non
Electronic
Devices
34
51
49
Computer
Accessories
25
27
73
Computer
Devices
Top 10 Durables Owned
Washing Machine, Air conditioner and Sofa Sets among the top
durables owned.
Washing Machine
71
Air Conditioner
57
Water Purifiers
41
Microwave Oven / OTG
37
Smart /Android TV
39
Grinder
42
D2H
38
Cooler
43
Bluetooth Speakers
39
Sofa Sets
45
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

19. 36 37
Interaction with Digital Apps
Top 3 apps used in Delhi are Messaging Apps, Banking, and
Shopping Apps.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
DELHI
77%
Messaging Apps
76%
Banking &
Payment Apps
70%
Shopping Apps
Offline
Online
70
0
100
Groceries
51
9
91
Home
Furnishing
& Decor
34
19
81
Books &
Stationaries
72
40
60
Beauty &
Grooming
52
71
29
Mobile
Phones
34
41
59
Media
Computer
Devices
73
12
88
Fashion
Products
60
37
63
Non
Electronic
Devices
39
17
83
Computer
Accessories
32
17
83
Top 10 Durables Owned
Washing Machine, Air Conditioner and Sofas among the top
durables owned.
Washing Machine
92
Air Conditioner
78
Water Purifiers
60
Cooler
52
Smart /Android TV
58
Grinder
56
D2H
55
Digital Camera
53
Bluetooth Speakers
60
Sofa Sets
65
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

20. 38 39
Interaction with Digital Apps
Top 3 apps used in Haryana are Messaging Apps,
Delivery, and Music Apps.
Top Categories They Bought
Fashion, Beauty & Grooming, and Books & Stationaries among the
top 3 bought categories.
HARYANA
80%
Messaging Apps
29%
Delivery Apps
29%
Music Apps
Offline
Online
33
85
15
Beauty &
Grooming
26
78
22
Mobile
Phones
17
89
11
Non
Electronic
Devices
40
80
20
Groceries
32
67
33
Books &
Stationaries
19
100
0
Computer
Accessories
40
62
38
Fashion
Products
32
67
33
Home
Furnishing
& Decor
20
43
57
Toys
16
47
53
Baby
Care, Kids
Accessories
Top 10 Durables Owned
Washing Machine and Air Conditioner among the top durables
owned
Washing Machine
45%
Air Conditioner
35%
Water Purifiers
14%
Cooler
14%
Smart /Android TV
18%
Smart Watch
15%
Grinder
16%
D2H
13%
Food Processor
13%
Bluetooth Speakers
13%
Sofa Sets
17%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

21. 40 41
Interaction with Digital Apps
Top 3 apps used in Punjab are Messaging Apps,
Banking, and Delivery Apps.
Top Categories They Bought
Fashion, Home Furnishing & Decor, and Beauty & Grooming among
the top 3 bought categories.
PUNJAB
65%
Messaging Apps
48%
Banking Apps
48%
Delivery Apps
Offline
Online
44
54
46
Groceries
34
40
60
Home
Furnishing
& Decor
28
38
62
Books &
Stationaries
52
43
57
Beauty &
Grooming
36
32
68
Mobile
Phones
30
29
71
Media
64
32
68
Fashion
Products
37
56
34
Non
Electronic
Devices
31
56
44
Computer
Accessories
26
28
72
Computer
Devices
Top 10 Durables Owned
Washing Machine, Air Conditioners and Sofa among the top
durables owned.
Washing Machine
57%
Air Conditioner
48%
Water Purifiers
33%
Microwave Oven / OTG
33%
Smart /Android TV
33%
Grinder
36%
D2H
30%
Cooler
33%
Bluetooth Speakers
30%
Sofa Sets
37%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

22. 42 43
Interaction with Digital Apps
Top 3 apps used in Rajasthan are Messaging Apps,
Banking, and Delivery Apps.
Top Categories They Bought
Fashion, Beauty & Grooming, and Groceries among the top 3
bought categories.
RAJASTHAN
80%
Messaging Apps
71%
Banking Apps
68%
Delivery Apps
Offline
Online
65
43
57
Groceries
51
38
62
Home
Furnishing
& Decor
43
13
87
Books &
Stationaries
66
29
71
Beauty &
Grooming
54
11
89
Mobile
Phones
44
7
93
Media
75
12
88
Fashion
Products
63
32
68
Non
Electronic
Devices
48
26
74
Computer
Accessories
34
14
86
Computer
Devices
Top 10 Durables Owned
Washing Machine, Air Conditioners, and Cooler among the top
durables owned
Washing Machine
83%
Air Conditioner
69%
Water Purifiers
53%
Cooler
60%
Smart /Android TV
48%
Digital Camera
48%
Grinder
52%
D2H
53%
Microwave/OTG
49%
Bluetooth Speakers
55%
Sofa Sets
57%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

23. 44 45
Interaction with Digital Apps
Top 3 apps used in Uttar Pradesh are Messaging Apps, Banking,
and Shopping Apps.
Top Categories They Bought
Fashion, Beauty & Grooming, and Groceries among the top 3
bought categories.
67%
Messaging Apps
59%
Banking Apps
58%
Shopping Apps
Offline
Online
53
49
51
Groceries
39
29
71
Home
Furnishing
& Decor
26
19
81
Books &
Stationaries
56
33
67
Beauty &
Grooming
39
17
83
Mobile
Phones
31
26
74
Media
Computer
Devices
67
27
73
Fashion
Products
53
40
60
Non
Electronic
Devices
32
46
54
Computer
Accessories
24
26
74
UTTAR PRADESH Top 10 Durables Owned
Washing Machine, Air Conditioners, Cooler and Sofa among the top
durables owned
Washing Machine
77%
Air Conditioner
59%
Water Purifiers
45%
Cooler
48%
Smart /Android TV
40%
Grinder
46%
D2H
41%
Digital Camera
40%
Bluetooth Speakers
42%
Sofa Sets
48%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

24. 46 47
SOUTH
Interaction with Digital Apps
Top 3 apps used in South are Messaging Apps, Banking, and
Delivery Apps.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
62%
Messaging Apps
Offline
Online
45
58
42
Groceries
33
43
57
Home
Furnishing
& Decor
26
25
75
Books &
Stationaries
48
38
62
Beauty &
Grooming
34
22
78
Mobile
Phones
26
29
71
Media
Computer
Devices
61
23
77
Fashion
Products
44
34
66
Non
Electronic
Devices
31
36
64
Computer
Accessories
20
33
67
47
49%
Delivery Apps
49%
Banking Apps
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

25. 48 49
Top 10 Durables Owned
Washing Machine, Sofa, Air Conditioners and DTH among the top
durables owned.
Washing Machine
69%
Air Conditioner
49%
Water Purifiers
37%
Cooler
32%
Smart /Android TV
32%
Grinder
38%
D2H
39%
Digital Camera
31%
Bluetooth Speakers
36%
Sofa Sets
39%
Interaction with Digital Apps
Top 3 apps used in AP and Telangana are Messaging Apps, OTT
Platforms, and Banking Apps.
Top Categories They Bought
Fashion, Beauty & Grooming, and Home Furnishing & Decor among
the top 3 bought categories.
65%
Messaging Apps
56%
OTT Platforms
52%
Banking Apps
Offline
Online
49
42
58
Groceries
37
19
81
Home
Furnishing
& Decor
26
21
79
Books &
Stationaries
49
38
63
Beauty &
Grooming
38
39
61
Mobile
Phones
28
46
54
Media
Large
Appliances
59
25
75
Fashion
Products
44
59
41
Non
Electronic
Devices
29
23
77
Computer
Accessories
22
25
75
AP + TELANGANA
49
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

26. 50 51
Top 10 Durables Owned
Washing Machine, AC, Water purifier and Sofa set among the top
durables owned.
Washing Machine
73%
Air Conditioner
58%
Water Purifiers
42%
Cooler
38%
Smart /Android TV
37%
Grinder
41%
D2H
35%
Digital Camera
36%
Bluetooth Speakers
41%
Sofa Sets
42%
Interaction with Digital Apps
Top 3 apps used in Karnataka are Delivery apps, Messaging Apps,
and Banking apps.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
59%
Delivery Apps
58%
Messaging Apps
55%
Banking Apps
Offline
Online
51
33
67
Groceries
38
10
90
Home
Furnishing
& Decor
28
22
78
Books &
Stationaries
57
41
59
Beauty &
Grooming
39
41
59
Mobile
Phones
32
25
75
Media
Large
Appliances
69
11
89
Fashion
Products
48
25
75
Non
Electronic
Devices
33
34
66
Computer
Accessories
26
26
74
KARNATAKA
51
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

27. 52 53
Top 10 Durables Owned
Washing Machine, Air Conditioner, Sofa set, and Grinder among the
top durables owned.
Washing Machine
81%
Air Conditioner
47%
Water Purifiers
46%
Microwave Oven / OTG
39%
Smart /Android TV
44%
Grinder
47%
D2H
45%
Digital Camera
41%
Bluetooth Speakers
42%
Sofa Sets
48%
Interaction with Digital Apps
Top 3 apps used in Kerala are Messaging, Banking Apps, and
Shopping Apps.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
Offline
Online
36
40
60
Groceries
26
33
67
Home
Furnishing
& Decor
19
31
69
Books &
Stationaries
48
69
31
Beauty &
Grooming
32
27
73
Mobile
Phones
23
19
81
Media
Computer
Devices
57
28
72
Fashion
Products
33
28
72
Non
Electronic
Devices
24
36
64
Computer
Accessories
14
38
62
KERALA
52%
Messaging Apps
42%
Banking Apps
42%
Shopping Apps
53
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

28. 54 55
Top 10 Durables Owned
Washing Machine, D2H, and Vacuum Cleaner among the top
durables owned.
Washing Machine
50%
Air Conditioner
29%
Water Purifiers
29%
Cooler
25%
Smart /Android TV
20%
Grinder
28%
D2H
42%
Vacuum Cleaner
21%
Bluetooth Speakers
29%
Sofa Sets
34%
Interaction with Digital Apps
Top 3 apps used in Tamil Nadu are Messaging Apps, Delivery Apps,
and OTT Platforms.
Top Categories They Bought
Fashion, Home Furnishing & Decor, and Beauty & Grooming among
the top 3 bought categories.
Offline
Online
47
42
58
Groceries
35
27
73
Home
Furnishing
& Decor
28
40
60
Books &
Stationaries
48
41
59
Beauty &
Grooming
39
55
45
Mobile
Phones
29
38
62
Media
Computer
Devices
61
30
70
Fashion
Products
46
62
38
Non
Electronic
Devices
29
41
59
Computer
Accessories
25
41
59
TAMIL NADU
75%
Messaging Apps
54%
Delivery Apps
52%
OTT Platforms
55
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

29. 56 57
Top 10 Durables Owned
Washing Machine, Air conditioner, Sofa set, and Grinder among the
top durables owned.
Washing Machine
79%
Air Conditioner
70%
Water Purifiers
36%
Digital Camera
30%
Smart /Android TV
30%
Grinder
39%
D2H
32%
Smart Watch
29%
Bluetooth Speakers
34%
Sofa Sets
37%
WEST
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

30. 58 59
Interaction with Digital Apps
Top 3 apps used in West are Messaging Apps, OTT Platforms, and
Banking Apps.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
65%
Messaging Apps
55%
OTT Platforms
54%
Banking Apps
Offline
Online
51
46
54
Groceries
35
16
84
Home
Furnishing
& Decor
30
16
84
Books &
Stationaries
51
48
52
Beauty &
Grooming
38
42
58
Mobile
Phones
31
22
78
Media
Large
Appliances
61
24
76
Fashion
Products
44
37
63
Non
Electronic
Devices
33
46
54
Computer
Accessories
25
33
67
Top 10 Durables Owned
Washing Machine, Air Conditioner, Sofa set, and Water Purifier
among the top durables owned.
Washing Machine
66%
Air Conditioner
50%
Water Purifiers
39%
Microwave Oven / OTG
32%
Smart /Android TV
37%
Grinder
37%
D2H
35%
Digital Camera
32%
Bluetooth Speakers
39%
Sofa Sets
42%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

31. 60 61
Interaction with Digital Apps
Top 3 apps used in Gujarat are Messaging Apps, Banking, and
Entertainment Apps.
Top Categories They Bought
Fashion, Books & Stationaries, and Beauty & Grooming among the
top 3 bought categories.
56%
Messaging Apps
54%
Banking Apps
49%
Entertainment
Offline
Online
33
59
41
Groceries
26
55
45
Home
Furnishing
& Decor
17
32
68
Books &
Stationaries
40
46
54
Beauty &
Grooming
32
43
57
Mobile
Phones
19
23
77
Toys Baby Care
40
33
67
Fashion
Products
32
20
80
Non
Electronic
Devices
20
53
47
Computer
Accessories
16
28
72
GUJARAT Top 10 Durables Owned
Washing Machine, Sofa, Water Purifiers and Air Conditioners
among the top durables owned.
Washing Machine
53%
Air Conditioner
45%
Water Purifiers
38%
Microwave Oven / OTG
28%
Smart /Android TV
35%
Grinder
34%
D2H
35%
Digital Camera
31%
Bluetooth Speakers
36%
Sofa Sets
45%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

32. 62 63
Interaction with Digital Apps
Top 3 apps used in Maharashtra are Messaging Apps, OTT
Platforms, and Browsers.
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
68%
Messaging Apps
61%
Browsers
60%
OTT Platforms
Offline
Online
50
39
61
Groceries
36
9
91
Home
Furnishing
& Decor
35
19
81
Books &
Stationaries
59
41
59
Beauty &
Grooming
43
46
54
Mobile
Phones
Large
Appliances
35
19
81
Media
61
16
84
Fashion
Products
46
35
65
Non
Electronic
Devices
36
44
56
Computer
Accessories
29
29
71
MAHARASHTRA Top 10 Durables Owned
Washing Machine, Sofa, Water Purifiers and Air Conditioners
among the top durables owned.
Washing Machine
67%
Air Conditioner
53%
Water Purifiers
42%
Microwave Oven / OTG
38%
Smart /Android TV
42%
Grinder
41%
D2H
36%
Digital Camera
38%
Bluetooth Speakers
44%
Sofa Sets
44%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

33. 64 65
Interaction with Digital Apps
Top 3 apps used in Maharashtra are Messaging Apps, OTT
Platforms, Banking, and Shopping Apps
Top Categories They Bought
Fashion, Groceries, and Beauty & Grooming among the top 3
bought categories.
57%
OTT Platforms
67%
Messaging Apps
51%
Banking Apps
51%
Shopping Apps
Offline
Online
44
37
63
Groceries
35
28
72
Home
Furnishing
& Decor
29
23
77
Books &
Stationaries
49
49
51
Beauty &
Grooming
39
23
77
Mobile
Phones
Large
Appliances
30
13
87
Media
66
28
72
Fashion
Products
41
56
44
Non
Electronic
Devices
33
41
59
Computer
Accessories
27
41
59
MADHYA PRADESH Top 10 Durables Owned
Washing Machine, Air Conditioners, and Sofas among the top
durables owned.
Washing Machine
73%
Air Conditioner
50%
Water Purifiers
35%
Microwave Oven/OTG
27%
Smart /Android TV
33%
Grinder
33%
D2H
35%
Cooler
33%
Bluetooth Speakers
35%
Sofa Sets
38%
Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29]

34. 66 67
Please Note
 Nielsen does not endorse any client claim or this report. Nielsen is an independent research agency and has undertaken the
research for this particular project based on the brief received by Mohalla Tech Private Limited. Nielsen cannot support or advise
on advertising or marketing campaigns or slogans or similar public disclosures.
 Any citation to research must include the following:“Mohalla Tech Private Limited claim based on research conducted by Nielsen,
[3788, Male:Female::71:29, NCCS A:B::71:29].”
 Information provided by Nielsen is primarily designed for Mohalla Tech Private Limited internal use. We consent the use of the
results referenced in this letter in an advertisement or public communication only and on the condition that Mohalla Tech Private
Limited indemnifies and holds harmless Nielsen and Nielsen’s affiliates and their respective officers, directors, shareholders,
members, agents and employees against all claims, damages, loss or expenses (including attorneys’ fees) arising from Mohalla
Tech Private Limited disclosure of information related to the survey.