{
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  "docSlug": "c7911803d8bab6f8",
  "documentTitle": "Digital consumer spending India",
  "authorId": "BCG",
  "authorName": "BCG",
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  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
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  "aspectRatio": 1.778,
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  "slideType": "segmentation",
  "function": "decompose_segments",
  "density": "balanced",
  "nDataPoints": 6,
  "notes": "The slide uses a color-coded system to map segments (Red=Low, Blue=Medium, Green=High).",
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  "slideHref": "/slides/019dd923-5ca1-7489-b634-ecd1373a3c4b/6",
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      "kind": "disclaimer",
      "text": "Note: Data representative of e-commerce, travel and other bookings. Does not include spends on media (online or offline). Source: CCI Digital deep dive daily survey 2017 Q1 (N= 11,094 daily transactions), BCG analysis based on Project Experience and Research.",
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      "kind": "list",
      "text": "Categories bought online: Movie ticket, Travel, Fashion, Mobiles, Grocery, Home decor, Luxury",
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      "kind": "metric",
      "text": "Share of total spend: 60-65%",
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      "text": "Low (45-50%, 5-10%), Medium (30-35%, 30-35%), High (15-25%, 60-65%)",
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      "kind": "title",
      "text": "Only 20% spend 60–65% of their total spends online",
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      "metricRaw": "Share of total spend",
      "numberRaw": "60-65%",
      "numberKind": "percent",
      "actionTitle": "Only 20% spend 60–65% of their total spends online",
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      "numberValue": -65,
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  "tools": [
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      "evidence": "Spenders chunked into Low/Medium/High tiers for digestibility.",
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      "evidence": "Title quotes the insight: 'Only 20% spend 60-65%...'.",
      "confidence": 92
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      "name": "Color Strategy",
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      "evidence": "Low=red, Medium=blue, High=green spectrum.",
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    },
    {
      "name": "Visual Hierarchy",
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      "evidence": "Three rows (share / spend / categories) tiered by importance.",
      "confidence": 78
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  "frameworks": [
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      "evidence": "Segments online spenders into tiers based on behavior and share.",
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  "arcBeats": [
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      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
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      "evidence": "'However, digital spending is still in evolution phase'; only 20% are heavy spenders.",
      "position": 2,
      "confidence": 88,
      "parentBeatName": "Complication",
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      "position": 1,
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      "matchId": "019dd95a-088b-72c8-b7e3-430a78d91c0e",
      "evidence": "Side-by-side India 20% vs China 63% vs US 79% bars + 'only 20% spend 60-65% online'.",
      "position": 2,
      "objective": "Frame India's digital-spend gap to peers as the opportunity",
      "structure": "Our Performance -> Industry Average -> Best-in-Class -> The Gap = The Opportunity",
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