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  "documentTitle": "Ten Things E-Commerce India",
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  "notes": "The slide also includes a text section discussing e-commerce spending divergence by PIN code, which seems to be a continuation of a previous section.",
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      "text": "Heavy online shoppers can be found even among smaller-city, over-45, and female cohorts.",
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      "text": "Sources: BCG CCI Digital Influence Study 2013–2017, 2021 surveys (N = 10,000 to 20,000 each year, urban and rural coverage); BCG analysis. Note: Online shopper share among adults 18+ in urban areas only...",
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      "text": "Indian micro markets, which we delineate within cities by PIN code, show sharp differences in e-commerce depth and breadth even when patterns of offline spending in those markets are similar...",
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      "text": "In addition, online retailers and brands should break down micro markets by depth and breadth of transaction when determining their sales and marketing strategies...",
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      "text": "Exhibit 4 - Heavy Online Shoppers Can Be Found Even Among Smaller-City, Over-45, and Female Cohorts",
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      "text": "3 E-Commerce Spending by PIN Code Diverges Sharply from Offline Spending",
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