Digital adoption report: Up from pre-Covid levels, down from lockdown peaks

Covid curfews accelerated consumer adoption of the digital economy, allowing technology companies to cash in on the trend. Although this has started slacking in some key internet sectors, overall online consumer retention remains above pre-pandemic levels



Aditi Shrivastava

October 08, 2021

2 Min Read

The multiple Covid lockdowns since early last year made people more comfortable weaving technology into their everyday lives. With the curfews easing, though, the consumer embrace of digital channels is beginning to slack in some sectors.

This is happening even as the number of internet users in the country increased to 825.30 million in March 2021 from 743.19 million a year earlier, show data from the Telecom Regulatory Authority of India.

App Annie data sourced exclusively by The CapTable points to an increase from pre-pandemic levels in daily active users of technology platforms across sectors, barring mobility. 

But while food delivery and digital payment companies are at or near their 18-month peaks in terms of users, online marketplaces, pharmacies and groceries have reason to worry.

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