Survey Overview

The press release, dated June 23, 2026, announces that a consortium of Indian companies commissioned Kantar to conduct the first‑of‑its‑kind consumer survey on digital platform lock‑in. The survey sampled 500 urban, digitally active users across India.

Platform Concentration Findings

Respondents reported near‑universal reliance on a narrow set of incumbents: 100% use Google for search and personal email, 98% browse the web via Chrome, 97% rely on Google Maps for navigation, and 96% store files on Google Drive. For video communication, 94% use WhatsApp and 77% use Google Meet, indicating that day‑to‑day digital activity is anchored to a small group of global platforms.

Switching Costs and Consumer Friction

When asked about attempts to switch, 55% said transferring data across platforms was difficult, 48% said having contacts on another platform made switching harder, and 35% reported losing access to prior purchases or subscriptions. Overall, 42% of respondents find integrated ecosystems limiting or prefer to avoid them, highlighting a trade‑off between convenience and autonomy.

Self‑Preferencing and Gatekeeping

A large majority perceive platform‑driven promotion: 82% frequently notice platform‑owned products or services promoted in search results, recommendations, or app stores; 76% say features or accessories work better within the same brand ecosystem; and 64% receive suggestions to buy additional products from the same company. Only 4% reported experiencing none of these behaviours.

Pricing Concerns and App‑Store Commissions

Consumer awareness of app‑store commissions is high, with 85% aware that developers face high commissions and 95% believing these commissions increase the prices they pay for apps and digital services. Additionally, 60% reported that large tech companies offer free or cheap services initially before raising prices significantly, while a further 33% said this happens sometimes.

Barriers to Indian Alternatives

Respondents identified structural barriers to adopting Indian apps: 57% attribute foreign app dominance to network effects, 62% point to first‑mover advantage and stronger visibility in search and app stores. However, 58% would consider switching if data could transfer smoothly, and 55% if Indian apps were easier to find in search and app stores. Only 38% felt Indian alternatives were not as good, suggesting the gap is perceived as structural rather than purely quality‑related.

AI‑Driven Interfaces

The survey found that 45% of respondents use pre‑installed AI assistants (such as Siri, Google Assistant, or Alexa) either primarily or alongside other options, and only 16% report switching away from the default. Moreover, 87% say they typically rely on the AI‑generated answer shown in search and find it sufficient, raising questions about traffic to independent publishers and the competitive impact of AI‑mediated discovery.

Founder Commentary

Mr. Murugavel, Founder and CEO of Bharat Matrimony, stated that despite India’s talent, consumers pay higher costs, face limited data portability, and have fewer meaningful choices because a handful of global platforms control discovery, app‑store visibility, and default placement. He emphasized that even the best Indian products struggle to reach users. Mr. Snehil Khanor, Founder of Truly Madly, echoed the need for regulation that curbs unfair practices, arguing that critical gateways controlled by a few hinder the digital ecosystem’s growth.

Policy Implications

The findings arrive as India considers the Digital Competition Bill, which proposes a shift from reactive (ex‑post) enforcement to proactive (ex‑ante) regulation for large digital gatekeepers. Proposed measures include restrictions on self‑preferencing, mandates for interoperability and data portability, and limits on anti‑competitive bundling.

Consumer Expectations

The survey indicates strong consumer alignment with pro‑competition outcomes: 86% expect improved quality and innovation with more competition, 66% want easier switching without losing data, and 58% anticipate lower prices.

Outlook

The release notes that the survey is a dipstick focused on a digitally active, higher‑engagement segment and that the identified patterns warrant deeper, larger‑scale examination across broader consumer groups. The broader challenge for policymakers will be to ensure that digital‑economy growth and convenience do not come at the cost of competition.

Disclaimer: The above press release comes to you under an arrangement with PNN. PTI takes no editorial responsibility for the same.