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How Uncertain Times Have Ushered In A

New Digital Era

By Zameer Kochar, VP – Marketing & Member Engagement, InterMiles

Indians have clocked almost four
hours per week per person on
video-on-demand, and searches for
“best movies” have increased by
35% on YouTube, in the report by
Think with Google.

The past few months have been
exceedingly challenging, overhauling the
very mechanics of our lives and
transforming it in every possible manner –
right from the way we work, learn and
communicate, to the way we shop, pursue
wellness and derive entertainment.
Notwithstanding this, our zest for life as
consumers has impelled us to swiftly
embrace new technology and adopt new
behaviours for our survival, proving that
the human spirit is indomitable and
capable of surpassing what once were
regarded to be conventional limitations,
that defined the boundaries of the sundry
facets of our existence.

In the meantime, life through intermittent
lockdowns and restrictions has been far
from endearing, and consumers across age
segments have found a new oasis of life in
the digital world. With many brick-and-
mortar stores remaining shuttered, the
consumer’s adoption towards usage of
digital channels has accelerated,
registering a 47% uptick in data usage as
per OpenVault's Broadband Insights
Report. Accustomed to the ‘anything,
anywhere and on-demand’ trend in need-
fulfilment, the Indian consumer is
undergoing a pronounced transition,
gravitating towards a hassle-free,
convenient lifestyle. In a nutshell, the