Why Offline-to-Mobile Funnels Matter More Than Ever in Tier 2 Cities

The debate of offline versus online marketers and the impact that both drive in smaller Indian cities has continued for years.

- TBG NETWORK

The discussion is now moot altogether. The offline-to-mobile funnel has become the strongest growth engine for Tier 2 cities - where any billboard, retail shelf, or local event can drive directly to an app download, website visit or wallet top-up.

The discussion is shifting from 'offline vs online' to integrating intent that is sparked offline to action that is completed further down the funnel on mobile.

The Behavioural Shift that Can't be Overlooked Tier 2 consumers are no longer "mobile-first," but rather "mobile-only," in their discovery-to-purchase journeys. Purchase actions will almost always occur on their mobile screen whether they are watching a cricket match on TV, passing by a store banner, or attending a local mela.

1. Mobile Data Consumption in Tier 2 Cities Is Higher Than in Major Metros - According to a study by Bernstein, as reported by The Economic Times, mobile data use per capita in Tier 2 cities and towns has reached 35-40 GB/month. This is 30% more than the usage reported in metro cities. This recent data suggests not only a broader base of internet access, but probably a more profound engagement with video, social media, and gaming content.