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16 March 2022
India’s women increasingly turn to apps
Female media useE-commerce & mobile retailDevices & apps
Indian women account for just 28% of the country's total app consumption but they account for 54% of e-commerce app usage, a new study finds.
That’s according to an analysis by retention cloud platform CleverTap (reported in IndianTelevision.com) of the usage of over 300 different mobile apps with an average monthly user base of more than four million.
Why it matters
CleverTap notes that women in India drive over 70% of purchasing decisions – and that purchasing power is reflected in key categories of app usage, including e-commerce and social media apps, which increasingly convert sales.
There’s an opportunity for global e-commerce brands to create personalised and relevant commerce experiences for Indian women in order to drive revenue growth and cement customer loyalty, CleverTap suggests.
Women account for 37% of usage of ed-tech apps, 32.5% of social media apps and 31% of fintech apps.
Men dominate use of gaming apps (94%), travel and transportation (84%), on-demand services (78%) and media and entertainment (77%).
Rural India’s app usage stands at just 16.4%, but it overindexes on ed-tech (19.2% ), media and entertainment (17.7% ) and fintech (17%).
Uninstall rates are a challenge across all app categories and are highest in the gaming (44%) and social engagement (46%) sectors.
“Global events have radically changed consumer behaviour, particularly among women, who now rely on apps as the go-to channel for all aspects of their lives” – Sidharth Malik, global CEO at CleverTap.