Memes, a word that was virtually unknown just a decade ago, are now largely dominating our lives. And in countries where cinema is a big deal, memes tend to be popular, considering the fact that many of the meme tips and tropes are borrowed from popular culture movies. And the numbers also confirm the same.
According to a study by consultancy Redseer, smartphone users in India spend an average of 30 minutes a day consuming memes. In addition, 80% increased their consumption of memes in the past year. And most users like memes as a good way to release stress, and 50% expect their meme consumption to increase in the near future.
“Memes are now at the height of the entertainment industry. To keep up with this growing demand, meme creation platforms are crowding the market, indicating that monumental growth is in the pipeline for this industry,” Mrigank Gutgutia, partner at Redseer said (opens in new tab).
But why are memes popular?
The study said that many find memes to be an easy way to distract themselves from the hustle of life and work. This is especially true when it comes to funny and entertaining content as it is often the first thing users turn to when they are stressed. The shareability of memes makes them popular among like-minded groups or even globally, because most people find them relatable.
“The strong association between the use of memes and positive emotions is why marketers are increasingly turning to memes as a way to connect with their audience and build a relationship,” the study said. Social media is the main source of access to memes, followed by word of mouth from friends and family.
It’s not just meme consumption that is on the rise, meme creation is also on the rise. Many people put the time and effort into creating their own memes, and research suggests that around 90% of consumers were willing to do so.
Also, people want to consume or create memes for brand building and as a creative outlet, not just to make money. “An important aspect that makes memes reach such high popularity in such a short period of time is that any individual can connect to them – and this works very well for brand building and marketing,” the report noted.