MAM
“Attention span is going less because of so much content in apps”: Vasuta Agarwal
Mumbai: Glance has unveiled its 2024 Trends Report for India, revealing a significant shift in user engagement patterns towards personalised content discovery. With over 235 million active users, the emergence of ‘glancing’ has redefined how users interact with digital content, offering a refreshing alternative to traditional app-based browsing. This trend effectively addresses concerns such as information overload and app fatigue, allowing users to discover relevant content effortlessly.
A noteworthy finding of the report is the active engagement of users with content in their preferred regional languages. On a daily basis, regional language content received an impressive 550 million ‘glances’, with 10 out of the top 25 pieces focusing on regional subjects like news, movies, and local interests. This surge in demand for personalised linguistic experiences is evident as users accessed regional content almost twice as much as English content.
In terms of content consumption, national news, sports, and entertainment emerged as the top three categories, comprising 19 per cent, 18 per cent and 16 per cent of user interactions respectively. National events such as the G20 summit and the Chandrayaan mission garnered immense attention, with four billion and two billion glances respectively.
Indiantelevision.com on the sidelines of the media roundtable conference held by Glance, caught up with InMobi Group business officer Vasuta Agarwal where she explained how this report would be beneficial from the brand’s perspective.
Edited excerpts
On sharing the brief of this report and the need to create one
The report was about the user trends that we are seeing at Glance’s platform. We have been releasing similar reports every year because the intent is to capture the essence of the year on what’s been happening on Glance around the world. Last year’s report wouldn’t have been around the world because we were primarily in India and Indonesia at the time. This time we are gaining presence in other markets as well.
On brands effectively targeting the diverse user base of over 235 million active Glance Smart Lock Screen users in India
What we know broadly about the users is the demographic. We talked about 61 per cent being male and 39 per cent female. We know a little bit about their location and which cities they are in. We know what kind of content they are consuming like travel, who likes news, sports etc. Using all of these different elements, we create audiences which brand may want to reach out and that’s how the audience part happens. We bring in both interactivity and the engagement in the creatives.
On the role of creativity in capturing the attention and interest of Glance Smart Lock Screen users
I think it plays a big role. Attention span of the users is a huge challenge now because people have so much to consume and so many apps to go into. Capturing user attention has become a huge problem for brands because we have been present on the lock screen of the device. It becomes much easier for the brands to reach the users because you are right there on the first screen of the phone. Then comes the creativity like how you’re gonna hold the users attention, can you create some element of interaction, or some gamification like for example we talked about we used IPL live score to bring engagement. We used different color catalogs for American Tourister for interactivity. So different elements in the creative can help users to engage with brands.
On attention span reducing more and more due to rapid advancement in technology
Attention span is going less because of so much content in apps. The challenge at some times is that users themselves don’t know where to spend time. It is a combination of both. If there weren’t so many, users might not engage too much on the phone. That’s why it becomes important how you get the right information and content to the user so that their time is well spent. At Glance, we try to bring the right personalisation for users so what is useful for you might be very different then what’s useful for me and so on.
On brands ensuring their content remains relevant with users
There are a lot of things that brands need to do. One is that creators need to be continuously looked at because unless creatives keep with where the user is spending more time. For instance, five years back nobody was making videos on insta reels on the brand’s side. Until two and a half years back, nobody was making special creatives for brands because as users are spending more time on the platforms, brands also have to innovate and capture their attention. I think that’s a continuous thing that brands have to invest in. Now it’s much faster, earlier disruption would happen in ten years, now it happens every 6-12 months so we have to keep up with that pace.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
