Introduction

• While India has made significant progress in enabling internet access for its population (lower data prices, cost of smartphones coming down, etc.), large disparities exist in internet usage across:

– Demographics and socio-economic classes (across gender, rural/urban, income groups) – Type and nature of internet usage (content consumption, service transactions, product transactions, etc.)

• We believe the next wave of innovation in India needs to focus on serving the unique needs of 500M+ population base, which is either using the internet or making a transaction on the internet for the first time

• This research focused on developing insights on understanding key user barriers and interventions required across various stages of the user journey, with the following objectives:

– Understand the barriers preventing new users from coming online and existing users transacting online – Define potential interventions required to enable existing users to use the full power of the internet – Highlight implications for businesses