eNews
‘Budget’ on mobile: Engagement highest among 20-24-yr olds, says Kantar IMRB & MMA study
MUMBAI: Kantar IMRB, along with Mobile Marketing Association (MMA India), jointly studied the impact of Budget 2017 on mobile platforms. Kantar IMRB’s Mobi Track smartphone usage panel was used to analyse consumption of budget related content in the weeks leading upto and during the Budget 2017 presentation.
Coming in the wake of demonetisation, the 2017 Budget was an eagerly anticipated event. As a result, News platforms saw a surge in traction driven in large part by the budget related narratives. A steady diet of budget forecasts contributed to an increase in overall time-spent in the days leading up to the Budget presentation. This was followed by a massive spike in engagement on 1 February, the day of the Budget announcement.
A second spike in traction was witnessed over the weekend following the budget, as readers caught up on in-depth analyses and the long term implications of the budget announcements. News aggregators drew the lion’s share of engagement among smartphone users — the top two aggregators accounted for almost 60 per cent of total time-spent on news related content.
TOI was the most popular of the standalone platforms with twice the traction of its nearest competitor Zee News. Platforms such as Dainik Jagran, Inshorts, and Aaj Tak saw the highest gains in traffic during this time.
“Looking at the data from Kantar IMRB’s Mobi Trak smartphone usage panel—the surge in budget-related news consumption confirms people’s attention and interest in the event. Engagement levels were expectedly highest among the digital generation i.e. 20-24 year olds — they accounted for the highest Reach and Time Spent across all demographics. The desire for multiple points-of view was evident in the strong preference for news aggregators, a stark contrast to the behaviour of offline-readers who tend to limit their reading to a handful of print publications”, said Kantar IMRB MD – media | digital & chief strategy officer Hemant Mehta.
“News consumption is undergoing two fundamental shifts across the globe including India. One is the rise in the news audience accessing news via their mobile devices, the other is the increase in people who read or watch news through social platforms. The multiple spikes during 2017 budget showcases how fast Indians have adopted reading news not just in English but also in multiple languages (15+). It is important to note the second spike post budget day – the time spend is actually higher during the weekend and indicates that apart from short news Indians also reached out to various mobile news sources for longer in-depth analysis post the budget day. With rapid changes in the mobile landscape it is important to keep a continuous pulse on the way consumers interact and these passive probes and insights on mobile usage in India by MMA and Kantar IMRB are of critical importance to the modern day marketers as they acknowledge Mobile as the 3rd largest advertising medium in India, after TV and Print. Mobile Ad spends estimated to be Rs.4200 crore in 2016 are expected to grow to Rs.10,000 crore in 2018 [Source: Mobile Ecosystem and Ad-Sizing Report India 2016]”, said MMA India manager Preeti Desai.
eNews
Swiggy sees record orders during India vs New Zealand T20 final
Chicken biryani tops match-day menu as fans order 7,500 times per minute at peak.
MUMBAI: India’s T20 final didn’t just break stumps, it broke Swiggy’s delivery records, proving cricket fans celebrate victories with plates, not just flags. Swiggy, India’s leading on-demand convenience platform, reported a sharp spike in food orders during the ICC Men’s T20 World Cup final between India and New Zealand. On 8 March 2026, overall orders rose 23.2 per cent year-on-year compared with the same date in 2025, driven by fans turning living rooms into mini stadiums complete with match-day feasts.
Key highlights from the evening:
- Orders during peak match hours (7–10 pm) were 2.1 times higher than pre-match levels.
- The highest order rate hit 7,500 orders per minute at 19:45.
- Chicken biryani reigned supreme as the most-ordered dish, followed by masala dosa, chicken fried rice, garlic breadsticks and paneer butter masala.
While metros such as Bengaluru, Mumbai and Hyderabad led volumes, the cricketing fever spread nationwide. Among emerging cities, Thiruvananthapuram, Surat and Rajkot recorded the strongest order growth. Smaller markets including Shillong, Agartala and Port Blair also showed significant appetite, underlining the expanding footprint of quick-commerce food delivery across India.
The surge reflects a growing trend of pairing major sporting events with doorstep delivery, turning big matches into shared, convenient celebrations. In a night where every boundary mattered, Swiggy proved the real MVP might just be the delivery partner who kept the snacks and the vibes flowing without missing a single wicket.
