27/05/2015 3:28 PM IST | Updated 15/07/2016 8:25 AM IST

How India Consumes Content Online, According To Outbrain

RAVEENDRAN via Getty Images
An Indian model poses with the Acer Gatway and eMachines PC during the launch in New Delhi on May 26, 2009. Acer, the third largest PC brand globally, announced the launch of two global PC brands into the Indian market as part of its worldwide multibrand strategy, kickstarted with the acquisition of Gateway in the US in 2007. AFP PHOTO/RAVEENDRAN (Photo credit should read RAVEENDRAN/AFP/Getty Images)

Outbrain, the content recommendation module you have probably seen at the end of many web pages (including this one), makes 190 billion content recommendations and reaches over 550 million unique visitors each month, according to the company.

It has crunched all that data in a report that compares how users engage with content online in different countries around the world, based on usage patterns observed on its global media network from October 1 to December 31, 2014. Apart from India, the report covers key global territories such as Australia, Japan, Philippines, Singapore, UK and US, measuring peak content consumption times, device and content preferences.

Outbrain’s report finds that the PC is the dominant platform for Indians consuming content during work hours, from 10 AM to 5 PM. Smartphone and tablet usage starts peaking over PCs after 6 PM, and reaches peak usage at 10 PM.

Indians had the highest engagement rates on their PCs, with tablets and smartphones accounting for 41 percent of the overall traffic, a shade below the global average. The Indian market is dominated by Android users, who account for 76 percent of all content consumed on smartphones, second only to Malaysia.

Indians showed the highest levels of engagement in investments-related content in the Banking and Finance category. There was also high interest in mobile technology and internet and gaming systems.

Outbrain’s competition is Taboola, among others. It has also been compared as an alternative to Google Adsense as a revenue source for publishers.

According to a recent IDC report, global smartphone growth is expected to slow down in 2015 due to lowered demand in China. Android is expected to retain its marketshare of 79 percent in 2019, followed by iOS and Windows, with a marketshare of 14.2% and 5.4% respectively.

Contact HuffPost India