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FOMO is higher for Regional Internet Users: Arvin Subramanian, Author – Get Vocal for Local



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Arvin Subramanian, a 29-year-old Digital Marketer from Chennai released his hand book “Get Vocal for Local” last week. The Book has been the Best Seller in its category ever since release!

Through his book, Arvin has put forth many key insights on understanding the online behaviour of regional, rural internet users and presented ideas for brands to serve them better digital content.

Arvin Subramanian is the author of “Get Vocal for Local”, the book which is currently the best seller in its category – Urban and Regional. About the theme of his book – Arvin considers getting local is very vital in today’s scenario. With new users from regional, rural markets joining internet on a daily basis, it is important that a brand communicates to them in a relevant manner. Through his book, Get VOCAL for LOCAL, he offers various plans, strategies to effectively localize content with the help of real-life case studies.

Arvin has done an in-depth investigation on the online behaviour of the regional, rural internet users. Arvin says, “One Major insight, that we could look into is a regional user’s fear of missing out (FOMO) on content. Be it News, Movie updates, New Song releases – They want to stay updated. The fear of missing out on such updates, keeps them active on the internet.  In fact, FOMO is higher for the regional, rural user compared to the users from the metropolitan cities. The reason is internet is a major source of content for the former, while there are multiple other outlets available for the latter”.

Arvin has cited many research papers and case studies to back his claims in the book. “If you look at Roger’s diffusion theory, these new users from the regional pockets will fall under the late majority category. With smart phone availability and the cost friendly internet packs, internet is reaching the nook and corner of our country. The users who are getting onboarded to the system, are first time users. Therefore, there is a natural tendency to be super active and curious about the medium. With internet, there is a sudden access to huge content base which was unavailable to them earlier. That is where FOMO comes to play – This new user now wants to be on the platform all the time, so that he does not want to miss out on the fun, any more.”

For more such interesting insights on regional digital marketing. You can buy Amazon’s best-selling book on the Urban & Regional category here –

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