India is expected to see an unprecedented boom in the number of Internet users over the next few years but for a host of Internet companies it means a wholesale change in the language in which they engage with their potential new consumers.
According to a November report by the Internet and Mobile Association of India (IMAI), India is expected to have the second largest Internet user base in the world by the middle of next year with about 460 million users. The numbers have grown by 49 per cent over the past year and about three-quarter of these new users are accessing the net through mobile phones.
Behind these numbers though, is a more interesting trend, namely that the Indian Internet consumer is now a very different individual than he or she was a few years ago.
Read more: The Hindu