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  "documentTitle": "Digital consumer spending India",
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      "text": "Online spenders among internet users: 20%",
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      "text": "Online spenders among internet users (%)",
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      "text": "Note: E-commerce includes Apparel, Consumer electronics, FMCG, Luxury, Appliances, Home, Health, Food & grocery; Travel and other bookings includes Air, Train, Bus and Holiday bookings; Financial services user base includes those users that perform online banking (undertake transactions or transfer funds using online banking, mobile banking and USSD services); Digital media includes subscription and transaction video on demand services but excludes ad revenue. Digital health and education have been excluded from this analysis given contribution from government spending vs. end consumer spending. Source: TRAI: Indian Telecom Services Performance Indicators report Sep 2017, BCG CCI Digital Influence 2017 Study (N=18,000), BCG FIBAC 2017 report, BCG analysis based on Project Experience and Research.",
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      "evidence": "Side-by-side India 20% vs China 63% vs US 79% bars + 'only 20% spend 60-65% online'.",
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