Mobile apps rise in popularity, driven by vernacular languages

Did you know that TikTok was one of the most-downloaded apps for both Apple and Android devices in 2018, surpassing popular platforms like YouTube, Instagram, and Snapchat? TikTok, a platform known for short-form videos of up to 15 seconds, has gained massive traction with its diverse content themes, including music, cooking, travel, dance, fashion, and more. The app encourages users to become creators, sharing their passions and creativity through videos. But TikTok is just one example of a broader trend in mobile apps—particularly Indian and Chinese ones—gaining popularity in tier II and III cities across India.

This surge in app usage can be attributed to several factors: increased disposable incomes, reduced mobile data charges, and the rapid growth of internet penetration. In this evolving landscape, apps like ShareChat, Clip India, and Roposo are carving their own space, alongside Chinese platforms such as Helo, TikTok, Vigo Video, Bigo, and Kwai. The common thread among these apps is a simple yet powerful model: an addictive content feed driven by a blend of user-generated and sourced content. These apps are especially popular among new internet users, particularly those in smaller towns, thanks to their focus on vernacular languages.

According to a 2017 Google-KPMG report, 75% of India’s internet users were expected to be from non-English-speaking backgrounds by 2021. At that time, 234 million people were engaging with content in regional languages, while 175 million were using English. Such apps offer localized features, including WhatsApp statuses, memes, trolls, viral videos from Bollywood and regional movies, and an array of stickers, making them even more appealing to a diverse audience.

Another newcomer in this space is Bumble, the US-based social app supported by actress Priyanka Chopra, launched late last year. The app brings together dating, friend-finding, and professional networking in a single platform. Bumble is unique in that it allows women to limit their personal information, only displaying the initial of their first name if they choose. Now available in Hindi and Hinglish on both iOS and Android, Bumble aims to empower users while catering to India's growing mobile app market.

In short, mobile apps in India are evolving rapidly, with vernacular languages playing a pivotal role in expanding their reach and engagement, offering new opportunities for users and creators alike.