According to Quartz India report written by Manu Balachandran: Over 15.5 million Indians live outside the country, which is greater than the combined population of Zimbabwe and Kuwait. Since 2005, Indians are the world’s third-largest diaspora and the numbers have raised up to 60%, which has been reported in a study by United States International Migration Association.
When individuals migrate to different countries, they prefer to read and hear news only of their native tongue. As there is whopping demand on the subscription of varied vernacular dailies; especially in regional languages across the world. Presently, media industries are striving to cater to the news online, which can be accessed and update at any time. According to Mind Shift metrics study, Hindi is the second preferred language for accessing the internet by Indians, followed by various regional languages such as Tamil, Marathi, Kannada, Malayalam, etc. Many Media Industries are preferring to include local language content in digital space, especially in social media. Malayalam Manorama, Maharashtra Times, BBC Hindi and mostly all publishers are now using digital media to deliver content in local languages as well.
There has been a rise of 56 percent yearly in vernacular sites and 11 percent for English sites, which results there is a high demand for regional language content by Mind Shift Interactive data. Further, the data states that Indi Blogger, a popular Indian blog portal had 350 Hindi Blogs in 2010 which has grown up to 1861.
It is obvious that there has been a major advancement in technology. Still, there is a restriction towards vernacular languages or customized context in digital space. Though, most of the publications are going digital. But, there are some original content and advertisement remain untapped. Use of vernacular languages on the Internet and other technologies; there is a change in users experience and utilization of Information and Communication Technology in business, household, and social affairs. Currently, Industries do analyze-think and act in a marketing way or marketing strategy. As for any media professionals, their main motive is to engage the audience with their content. Presently, people do prefer to have content even in regional languages; even in the case of advertisement.
Nowadays, mobile data packages are going cheaper where everyone has the affordability of using smartphones, which is regarded as a part of the Digital Revolution. “Digital India” an initiative by Government of India, is using mobile as a tool of empowerment, which enables every citizen to access varied government services, financial inclusion initiatives, retail, education, and more. Two years ago, Google had introduced Hindi Language input on Android. Perhaps, this launch enabled global advertisers to target 500 million Hindi speakers online through text, image, video and rich media content. Use of diversified language in online media is one of the greatest opportunity, where it has become a way to market their business at greater heights and influence large round of people and also meet the need of the people, towards vernacular languages.