Is the smartphone becoming the poor man’s TV? And is the smart TV becoming the rich man’s smartphone? Much of the research on content consumption, device penetration, and even anecdotal evidence suggests that some fundamental shifts are happening.
For example, one of the most startling findings of Nielsen’s second India Internet Report 2023 is the multiplication of audience due to shared devices. About 85 million users (39 per cent) in rural India watch videos or attend online classes with others — and more women than men do this.
In the 1990s, every copy of an Indian language paper was shared by anywhere from 4-11 readers. As per capita incomes rose, sharing became almost negligible. It seems that a similar trend is happening with smartphones. Nielsen does not capture the number of people sharing a smartphone, but confirms that it is higher amongst lower-price band handset owners and less affluent homes. While overall s
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