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 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] 4 5

TABLE of CONTENT INTRODUCTION

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

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 7

Language preferred for Social Media TARGET GROUP UNDERSTANDING GENDER NCCS INDIA VS BHARAT 53% 47% 54% Research Considerations

The age of the respondent should be 18 or above (minimum criteria The preference of regional language in Social media is higher in Non- to use the social network). 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 The respondent should be someone who posted/consumed content Male Female NCCS A NCCS B social media to grow substantially. Within Metro, the preference for in the social network at least once a week. 71% 29% 71% 29% 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 47% 53% 46% Regional language in Social Media CITY TYPE All India Metro Non Metro

Metro: 20% Tier 1: 40% Tier 2: 20% Tier 3: 20% India – prefer only English in Social Media

Bharat – prefer 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] 8 9

CONSUMPTION SOCIAL NETWORKING Frequency BEHAVIOUR 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. 73% 26% Bharat uses Social network multiple times in a day. Every day 78% 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 At least once a week reasons for using Social networks. of Bharat do Social media activity Once a month 1% like watch/upload/create content 9 out of 10 users use Social network along with some other activities. during their leisure time. Top Genres Followed /Watched Content They Follow 85% of Bharat do social media activity or online gaming during their 59% 58% leisure time. 51% 49% 49%

Individuals Social Celebrity Brands TV Channels 86% 87% 85% (Friends/ groups Music Comedy News Family/ Influencers) Comedy and music were the top 2 genres among Bharat They mostly follow individual content from friends/ family & influencers

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 11 Highest Uploaded Formats

62% 54% 45% 42% 34% 33% SOCIAL NETWORKING HIGH USAGE LOW USAGE UPLOADING INTERACTION WITH BEHAVIOUR Delhi (N) DIGITAL APPS Rajasthan (N) Haryana (N) Uploading Frequency Status Text Images Videos in Text Over Motion GIFs 64% 52% 51% 50% Format Image Videos 1 out of 2 uploads content on the social network every day, and it is 66% AP/Telangana (S) comparatively higher in the south. Images followed by videos are uploaded the most. Video upload is higher 61% Karnataka (S) Kerala (S) 1/3rd of the social network users share their posts with the public, East in the North. 53% 55% 52% higher in public sharing. 51% 46% 48% Jharkhand (E) Fourth of Bharat post public content. Comfort in sharing the content West Bengal (E) Orissa (E)

49% 85 81 83 81 79 82 Messaging Banking & Delivery Online Maharashtra (W) Apps Payment Apps Shopping 30 31 32 34 34 33 Wallets Apps Madhya Pradesh Gujarat (W) India Bharat 29% 55 50 51 47 45 49 11% Messaging, Banking & Payment, Delivery, and Online shopping are the Status Text over Motion top 4 Digital Apps used by every 2nd Social media user. 7% Pictures Videos in Text GIFs Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), Jharkhand(E), 2 1% 1% image Videos Format Messaging Apps are used across the town class. While other online Apps West Bengal(E), Maharashtra (W) and Madhya Pradesh in respective Zones are high on the usage of Digital Apps nd has higher usage in Metros Every day More Atleast Once a Once in 6 Once a Do not Top Break (Fully comfortable) 2 Top Break (Comfortable) than once a month month year upload Low usage of Digital Apps seen in Haryana (N), Kerala (S), Orissa(E) and once a week Messaging, Delivery, and Online shopping apps Skews to Bharat. The gap week 4 out of 5 of those who upload contents are comfortable in uploading any is higher in Fashion Lifestyle and Ticket Booking Apps. Gujarat(W) form of content that includes photos, videos, gifs, text over an image, etc.

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] 12 13

India Bharat

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

35% Bluetooth Speakers Computer 19% Device 22% 25% 39%

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 15

India CATEGORIES THEY SPEND Bharat CATEGORIES THEY 67% 42% 34% 32% 27% BOUGHT ONLINE 69% 65% 82% 83% 78% 78% 77% 41% 42% 75% 75% 74% 72% 35% 33% 33% 30% 24% 29% 69% 66% 63% 57% 58% 60% 60% 53% 55% 43% 46%

Expensive Watch, Clothing Travelling Gadgets Durable Goods Perfumes, Bag, Media - Non Home Shoe, etc. Mobile Movies, Fashion Computer Computer Beauty & Books & Groceries Phones Music, Product Electronics Devices Furnishing & Accessories Grooming Stationaries Videos, Etc. Devices Decor

India is driven towards clothes and durables goods when it comes to Comparatively, Haryana, Punjab and Tamil Nadu spend less on Clothes. spending. India also spends higher in cosmetics as compared to Bharat. Travelling is the second most spent category. Rajasthan, Karnataka, and Fashion, Mobile Phones, Non-Electronic devices, and Media are among Bharat spends significantly higher on expensive watches, perfumes, bags, Jharkhand are the top 3 states on spending for Travel. Haryana, AP/ the top bought online categories. shoes, etc. as compared to India. Telangana, and Orissa take the lower spots on Travel spending. Bharat also spends more on home furnishing, gym, club, sports arena Jewellery, cosmetics, and home furnishing are the next 3 categories where Fashion, Home Furnishing & Décor, and Beauty & Grooming have a better membership as compared to India. they spend. purchase rate in Bharat when compared with India.

Clothes are the top spending category in Metros (, Delhi, Mumbai Spending on expensive watch/perfume/bag/shoe and home furnishing Delhi, Karnataka, Rajasthan, and West Bengal buys more categories falls among the higher spenders). Delhi, Bihar, Gujarat, Uttar Pradesh, Assam, higher among the Bharat compared to India. India Bharat online than other states. and Maharashtra are the states that spend more on clothes.

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 17

INVESTMENTS THEY DO India Bharat MOBILE AND NETWORK

9 out of 10 do at least one investment, of which 8 invest themselves, and only one invests through someone else. 53% Data plans became cheaper across the network, and hence 9 out of 10 use Samsung and Mi are the Top 2 mobile Brands. 51% Delhi, Bihar, and West Bengal are the top 3 states with people favouring the mobile network to access the internet most of the time. Samsung is higher in Metro and East (Bihar and West Bengal) and lower in investments. Jharkhand, Orissa, and Punjab are the bottom 3 states in 44% 41% 39% 39% The usage of Jio is higher among Bharat when compared with India. North (Haryana) and South (Karnataka). 34% 34% investments. 24% Mi is higher in West (Gujarat) and lower in South (Kerala). 1-2 out of 10 invest in Post office, Stock Market, Real Estate, PF, RD, or PPF. 19% 49% 21% 19% 22% 45% 39% 50% 39% 40% 38% 30% 29% 30% 46% 37% 22% 36%

Overall India Bharat Savings Life Fixed Mutual Gold/ Average Average Average Average Average Average Average Average Average Account Insurance Deposit Funds Silver Spends Spends Spends Spends Spends Spends Spends Spends Spends 352 343 357 366 370 362 332 334 336 16% 17% 15%

Savings On average, Bharat invests in 4 different investment plans while India Account Fixed invests in 3 investment plans. Deposit Life Insurance Gold/ Bharat’s investment among the top 5 investment tools is higher when Mutual Silver compared with India. Funds Overall India Bharat Overall 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] 18 19

SUMMARY

Social Network Users are younger (less than 35 Video is the most preferred consumption format. 1 years). Growth in UPI and payment wallets and their out of 2 people either share the content or like the penetration across the town class resulted in higher content post seeing it on the social network. They usage of payment wallets. prefer video content with less than 2 min.

They use Social network whenever they get free time. Clothing and Travelling are the Top 2 categories they UNDERSTANDING INDIA’S Keeping in touch with peer group and entertainment spend. Spends on Expensive watch/perfume/ bag/ are the top 2 reasons for them to use the social shoe and Home furnishing higher among the Bharat network, and their preferred genre is Technology and compared to India. NEXT BILLION INTERNET USERS News.

Samsung is the most used mobile, and Reliance ZONE AND STATE DISCOVERY Pictures followed by videos are the most used format Jio is the most used network connection. Social for posting/uploading. 2 out of 5 Bharat post content network users seek value for money for the products publicly, India post mix of public and only to friends. 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.

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 21

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% 55% 54% Messaging Apps News Apps Shopping Apps

Online Offline

85 36 62 59 62 83 57 79 85 64 15 64 38 41 38 17 43 21 15 36

EAST 62 51 50 44 35 34 34 31 28 24 Home Non Baby Fashion Groceries Beauty & Furnishing Books & Mobile Computer Electronic Media Care, Kids Products Grooming & Decor Stationaries Phones Accessories Devices Accessories

Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29] 22 23

Top 10 Durables Owned Washing Machine, Sofa, Bluetooth speakers and Air Conditioners ASSAM among the top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 60% 43% 39% 35% 33% Top 3 apps used in Assam are Messaging Apps, Banking, and Shopping Apps skews to Females. 61% 56% 56% Messaging Apps Banking & Shopping Apps Top Categories They Bought Payment Apps Fashion, Beauty & Grooming, and Grocery among the top 3 bought categories. Online Offline

92 69 29 70 82 81 76 82 77 67 50 8 31 61 30 18 19 24 18 23 33 50

58 50 44 36 34 33 33 27 20 19 19

Fashion Beauty & Non Mobile Home Computer Books & Baby Large Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers Products Grooming Groceries Electronic Phones Furnishing Accessories Media Stationaries Care, Kids Appliances 44% 42% 42% 34% 43% Devices & Decor Accessories

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 25

Top 10 Durables Owned Washing Machine, Grinder and Sofa set among the top durables BIHAR owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV 56% 41% 41% 36% 31% Top 3 apps used in Bihar are News, Messaging Apps, and Shopping Apps. 62% 57% 55% Top Categories They Bought News Apps Messaging Apps Shopping Apps

Fashion, Groceries, and Home Furnishing among the top 3 bought categories. Online Offline

82 39 73 60 63 53 80 85 83 57 18 61 27 40 37 47 20 15 17 43

62 61 50 48 44 41 37 30 27 27

Home Non Baby Fashion Groceries Beauty & Books & Computer Mobile Sofa Sets Grinder D2H TV Black & White Bluetooth Speakers Products Furnishing Grooming Stationaries Accessories Phones Electronic Media Care, Kids 50% 56% 45% 33% 48% & Decor Devices Accessories

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 27

Top 10 Durables Owned Washing Machine, D2H, Air Conditioner and Sofa set among the JHARKHAND top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 58% 45% 41% 33% 34% Top 3 apps used in Jharkhand are Shopping Apps, Messaging, and Banking/Payments Apps. 62% 60% 58% Shopping Apps Messaging Apps Banking & Top Categories They Bought Payment Apps Fashion, Beauty & Grooming, and Grocery among the top 3 bought categories. Online Offline

81 26 52 42 53 81 46 77 88 56 19 74 48 58 47 19 54 23 12 44

68 53 53 43 33 32 30 30 28 22

Home Non Large Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers Fashion Beauty & Books & Mobile Computer Media Products Groceries Grooming Furnishing Stationaries Phones Accessories Electronic Appliances 45% 39% 50% 33% 44% & Decor Devices

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 29

Top 10 Durables Owned Washing Machine, Grinder and Sofa set among the top durables ORISSA owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV 63% 42% 42% 41% 34% Top 3 apps used in Orissa are News, Messaging Apps, and Entertainment Apps. 48% 44% 41% News Apps Messaging Apps Entertainment Top Categories They Bought Apps Fashion, Beauty & Grooming, and Home Furnishing & Decor among the top 3 bought categories. Online Offline

86 66 58 67 30 70 84 59 70 61 14 37 42 33 70 30 16 41 30 39

55 43 40 33 32 30 25 24 21 19

Home Non Large Sofa Sets Grinder D2H Cooler Bluetooth Speakers Fashion Beauty & Computer Mobile Books & Media Products Grooming Furnishing Accessories Groceries Electronic Phones Stationaries Appliances 47% 50% 33% 43% 38% & Decor Devices

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] 30 31

Top 10 Durables Owned Washing Machine, D2H and Cooler among the top durables owned. WEST BENGAL Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 62% 30% 29% 34% 23% Top 3 apps used in West Bengal are Messaging Apps, News and Entertainment Apps. 66% 62% 60% Messaging Apps News Apps Entertainment Top Categories They Bought Apps Fashion, Groceries and Beauty & Grooming among the top 3 bought categories. Online Offline

86 43 67 55 65 85 89 53 85 66 14 57 33 45 35 15 11 47 15 34

64 60 56 49 44 41 35 32 31 27

Home Non Baby Sofa Sets Grinder D2H Cooler Bluetooth Speakers Fashion Beauty & Books & Mobile Computer Products Groceries Grooming Furnishing Stationaries Phones Media Accessories Electronic Care, Kids 30% 32% 37% 22% 29% & Decor Devices Accessories

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 33

Top 10 Durables Owned

Washing Machine, Bluetooth speakers and Air conditioner among the top durables owned.

Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 59% 51% 42% 34% 39% NORTH

Sofa Sets Grinder D2H Smart Watch Bluetooth Speakers 49% 44% 45% 38% 53%

Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29] 34 35

Interaction with Digital Apps Top 10 Durables Owned

Top 3 apps used in North are Messaging Apps, Banking, and Washing Machine, Air conditioner and Sofa Sets among the top Delivery Apps. durables owned.

Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV Top Categories They Bought 71 57 41 37 39 Fashion, Beauty & Grooming,, and Home Furnishing & Decor among the top 3 bought categories. 70% 55% 53% Messaging Apps Banking & Delivery Apps Payment Apps

Online Offline

73 58 59 48 78 63 49 76 74 73 27 42 41 52 22 37 51 24 26 27

65 54 52 49 40 38 34 31 27 25

Fashion Beauty & Home Mobile Computer Books & Non Computer Products Grooming Furnishing Groceries Phones Accessories Stationaries Electronic Media Devices Sofa Sets Grinder D2H Cooler Bluetooth Speakers & Decor Devices 45 42 38 43 39

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] 36 37

Top 10 Durables Owned DELHI Washing Machine, Air Conditioner and Sofas among the top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV Top 3 apps used in Delhi are Messaging Apps, Banking, and 92 78 60 52 58 Shopping Apps. 77% 76% 70% Messaging Apps Banking & Shopping Apps Top Categories They Bought Payment Apps Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. Online Offline

88 60 100 63 29 91 83 59 81 83 12 40 0 37 71 9 17 41 19 17

73 72 70 60 52 51 39 34 34 32

Fashion Beauty & Home Computer Mobile Non Books & Computer Products Groceries Grooming Furnishing Accessories Phones Electronic Stationaries Devices Media Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers & Decor Devices 65 56 55 53 60

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] 38 39

Top 10 Durables Owned HARYANA Washing Machine and Air Conditioner among the top durables owned Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV Smart Watch Top 3 apps used in Haryana are Messaging Apps, 45% 35% 14% 14% 18% 15% Delivery, and Music Apps. 80% 29% 29% Top Categories They Bought Messaging Apps Delivery Apps Music Apps

Fashion, Beauty & Grooming, and Books & Stationaries among the top 3 bought categories. Online Offline

38 20 15 33 33 22 57 0 11 53 62 80 85 67 67 78 43 100 89 47

40 40 33 32 32 26 20 19 17 16

Home Baby Non Fashion Beauty & Books & Mobile Computer Sofa Sets Grinder D2H Food Processor Bluetooth Speakers Products Grooming Stationaries Furnishing Phones Groceries Accessories Toys Care, Kids Electronic & Decor Accessories Devices 17% 16% 13% 13% 13%

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] 40 41

Top 10 Durables Owned PUNJAB Washing Machine, Air Conditioners and Sofa among the top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV Top 3 apps used in Punjab are Messaging Apps, 57% 48% 33% 33% 33% Banking, and Delivery Apps. 65% 48% 48% Top Categories They Bought Messaging Apps Banking Apps Delivery Apps

Fashion, Home Furnishing & Decor, and Beauty & Grooming among the top 3 bought categories. Online Offline

68 57 46 34 68 60 44 71 62 72 32 43 54 56 32 40 56 29 38 28

64 52 44 37 36 34 31 30 28 26

Fashion Home Beauty & Mobile Computer Books & Non Computer Products Furnishing Grooming Groceries Phones Accessories Stationaries Electronic Media Devices Sofa Sets Grinder D2H Cooler Bluetooth Speakers & Decor Devices 37% 36% 30% 33% 30%

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] 42 43

Top 10 Durables Owned RAJASTHAN Washing Machine, Air Conditioners, and Cooler among the top durables owned Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV Digital Camera Top 3 apps used in Rajasthan are Messaging Apps, 83% 69% 53% 60% 48% 48% Banking, and Delivery Apps. 80% 71% 68% Top Categories They Bought Messaging Apps Banking Apps Delivery Apps

Fashion, Beauty & Grooming, and Groceries among the top 3 bought categories. Online Offline

88 71 57 68 89 62 74 93 87 86 12 29 43 32 11 38 26 7 13 14

75 66 65 63 54 51 48 44 43 34

Fashion Beauty & Home Mobile Books & Computer Non Computer Products Grooming Groceries Furnishing Phones Stationaries Accessories Electronic Media Devices Sofa Sets Grinder D2H Microwave/OTG Bluetooth Speakers & Decor Devices 57% 52% 53% 49% 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] 44 45

Top 10 Durables Owned UTTAR PRADESH Washing Machine, Air Conditioners, Cooler and Sofa among the top durables owned Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV Top 3 apps used in Uttar Pradesh are Messaging Apps, Banking, 77% 59% 45% 48% 40% and Shopping Apps. 67% 59% 58% Top Categories They Bought Messaging Apps Banking Apps Shopping Apps

Fashion, Beauty & Grooming, and Groceries among the top 3 bought categories. Online Offline

73 67 51 60 83 71 54 74 81 74 27 33 49 40 17 29 46 26 19 26

67 56 53 53 39 39 32 31 26 24

Fashion Beauty & Home Mobile Computer Books & Non Computer Products Grooming Groceries Furnishing Phones Accessories Stationaries Electronic Media Devices Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers & Decor Devices 48% 46% 41% 40% 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] 46 47

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 62% 49% 49% bought categories. Messaging Apps Delivery Apps Banking Apps

Online Offline

77 62 42 66 78 57 64 71 75 67 SOUTH 23 38 58 34 22 43 36 29 25 33

61 48 45 44 34 33 31 26 26 20 Home Non Fashion Beauty & Groceries Furnishing Mobile Computer Books & Electronic Media Computer Products Grooming & Decor Phones Accessories Stationaries Devices Devices

Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29] 48 49

Top 10 Durables Owned Washing Machine, Sofa, Air Conditioners and DTH among the top AP + TELANGANA durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 69% 49% 37% 32% 32% Top 3 apps used in AP and Telangana are Messaging Apps, OTT Platforms, and Banking Apps. 65% 56% 52% Top Categories They Bought Messaging Apps OTT Platforms Banking Apps

Fashion, Beauty & Grooming, and Home Furnishing & Decor among the top 3 bought categories. Online Offline

75 63 58 41 61 81 77 54 79 75 25 38 42 59 39 19 23 46 21 25

59 49 49 44 38 37 29 28 26 22

Fashion Beauty & Home Computer Mobile Non Books & Large Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers Products Grooming Furnishing Groceries Accessories Phones Electronic Stationaries Media Appliances 39% 38% 39% 31% 36% & Decor Devices

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] 50 51

Top 10 Durables Owned Washing Machine, AC, Water purifier and Sofa set among the top KARNATAKA durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 73% 58% 42% 38% 37% Top 3 apps used in Karnataka are Delivery apps, Messaging Apps, and Banking apps. 59% 58% 55% Top Categories They Bought Delivery Apps Messaging Apps Banking Apps

Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. Online Offline

89 59 67 75 59 90 66 75 78 74 11 41 33 25 41 10 34 25 22 26

69 57 51 48 39 38 33 32 28 26

Fashion Beauty & Home Computer Mobile Books & Non Large Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers Products Groceries Grooming Furnishing Accessories Phones Stationaries Electronic Media Appliances 42% 41% 35% 36% 41% & Decor Devices

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] 52 53

Top 10 Durables Owned Washing Machine, Air Conditioner, Sofa set, and Grinder among the KERALA top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV 81% 47% 46% 39% 44% Top 3 apps used in Kerala are Messaging, Banking Apps, and Shopping Apps. 52% 42% 42% Top Categories They Bought Messaging Apps Banking Apps Shopping Apps

Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. Online Offline

72 31 60 72 73 67 64 81 69 62 28 69 40 28 27 33 36 19 31 38

57 48 36 33 32 26 24 23 19 14

Fashion Beauty & Home Books & Mobile Computer Non Computer Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers Products Groceries Grooming Furnishing Stationaries Phones Accessories Media Electronic Devices 48% 47% 45% 41% 42% & Decor Devices

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] 54 55

Top 10 Durables Owned Washing Machine, D2H, and Vacuum Cleaner among the top TAMIL NADU durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Cooler Smart /Android TV 50% 29% 29% 25% 20% Top 3 apps used in Tamil Nadu are Messaging Apps, Delivery Apps, and OTT Platforms. 75% 54% 52% Top Categories They Bought Messaging Apps Delivery Apps OTT Platforms

Fashion, Home Furnishing & Decor, and Beauty & Grooming among the top 3 bought categories. Online Offline

70 59 58 38 45 73 59 62 60 59 30 41 42 62 55 27 41 38 40 41

61 48 47 46 39 35 29 29 28 25

Fashion Home Beauty & Computer Mobile Books & Non Computer Sofa Sets Grinder D2H Vacuum Cleaner Bluetooth Speakers Products Furnishing Grooming Groceries Accessories Phones Stationaries Electronic Media Devices 34% 28% 42% 21% 29% & Decor Devices

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] 56 57

Top 10 Durables Owned

Washing Machine, Air conditioner, Sofa set, and Grinder among the top durables owned.

Washing Machine Air Conditioner Water Purifiers Digital Camera Smart /Android TV 79% 70% 36% 30% 30% WEST

Sofa Sets Grinder D2H Smart Watch Bluetooth Speakers 37% 39% 32% 29% 34%

Mohalla Tech Private Limited claim based on research conducted by Nielsen, [3788, Male:Female::71:29, NCCS A:B::71:29] 58 59

Top 10 Durables Owned Interaction with Digital Apps Washing Machine, Air Conditioner, Sofa set, and Water Purifier Top 3 apps used in West are Messaging Apps, OTT Platforms, and among the top durables owned. Banking Apps.

Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV Top Categories They Bought 66% 50% 39% 32% 37% Fashion, Groceries, and Beauty & Grooming among the top 3 65% 55% 54% bought categories. Messaging Apps OTT Platforms Banking Apps

Online Offline

76 52 54 63 58 84 54 78 84 67 24 48 46 37 42 16 46 22 16 33

61 51 51 44 38 35 33 31 30 25

Fashion Beauty & Home Computer Mobile Books & Non Large Products Groceries Grooming Furnishing Accessories Phones Stationaries Electronic Media Appliances Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers & Decor Devices 42% 37% 35% 32% 39%

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] 60 61

Top 10 Durables Owned GUJARAT Washing Machine, Sofa, Water Purifiers and Air Conditioners among the top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV Top 3 apps used in Gujarat are Messaging Apps, Banking, and 53% 45% 38% 28% 35% Entertainment Apps. 56% 54% 49% Top Categories They Bought Messaging Apps Banking Apps Entertainment

Fashion, Books & Stationaries, and Beauty & Grooming among the top 3 bought categories. Online Offline

67 54 41 80 57 45 47 77 68 72 33 46 59 20 43 55 53 23 32 28

40 40 33 32 32 26 20 19 17 16

Fashion Beauty & Books & Mobile Home Computer Non Products Grooming Stationaries Phones Furnishing Groceries Accessories Toys Baby Care Electronic Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers & Decor Devices 45% 34% 35% 31% 36%

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] 62 63

Top 10 Durables Owned MAHARASHTRA Washing Machine, Sofa, Water Purifiers and Air Conditioners among the top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven / OTG Smart /Android TV Top 3 apps used in Maharashtra are Messaging Apps, OTT 67% 53% 42% 38% 42% Platforms, and Browsers. 68% 61% 60% Top Categories They Bought Messaging Apps Browsers OTT Platforms

Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. Online Offline

84 59 61 65 54 91 56 81 81 71 16 41 39 35 46 9 44 19 19 29

61 59 50 46 43 36 36 35 35 29

Fashion Beauty & Home Computer Mobile Books & Non Large Products Groceries Grooming Furnishing Accessories Phones Stationaries Electronic Media Appliances Sofa Sets Grinder D2H Digital Camera Bluetooth Speakers & Decor Devices 44% 41% 36% 38% 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] 64 65

Top 10 Durables Owned MADHYA PRADESH Washing Machine, Air Conditioners, and Sofas among the top durables owned. Interaction with Digital Apps Washing Machine Air Conditioner Water Purifiers Microwave Oven/OTG Smart /Android TV Top 3 apps used in Maharashtra are Messaging Apps, OTT 73% 50% 35% 27% 33% Platforms, Banking, and Shopping Apps 67% 57% 51% 51% Top Categories They Bought Messaging Apps OTT Platforms Banking Apps Shopping Apps

Fashion, Groceries, and Beauty & Grooming among the top 3 bought categories. Online Offline

72 51 63 44 77 72 59 87 77 59 28 49 37 56 23 28 41 13 23 41

66 49 44 41 39 35 33 30 29 27

Fashion Beauty & Home Mobile Computer Books & Non Large Products Grooming Furnishing Groceries Phones Accessories Stationaries Media Electronic Appliances Sofa Sets Grinder D2H Cooler Bluetooth Speakers & Decor Devices 38% 33% 35% 33% 35%

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] 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.