New Survey Highlights Big Tech Lock-In Concerns as Indian Consumers Seek Greater Digital Choice

New Delhi, India, June 18, 2026: A new consumer survey commissioned by a group of Indian companies and conducted by Kantar has revealed growing concerns about digital platform concentration, switching barriers, and the influence of large technology companies on consumer choice in India’s rapidly expanding digital economy.

The survey, based on responses from 500 urban, digitally active users across India, suggests that a small number of global technology platforms dominate key digital services such as search, communication, navigation, cloud storage, and online discovery, raising questions about competition, consumer welfare, and India’s long-term digital resilience.

Digital Services Dominated by a Handful of Platforms

According to the survey, usage patterns indicate near-universal adoption of certain digital services among respondents.

The findings show that 100% of respondents use Google for search and personal email, while 98% rely on Chrome for web browsing. Additionally, 97% use Google Maps for navigation and 96% depend on Google Drive for cloud storage. For communication, WhatsApp emerged as the most widely used platform, with 94% usage, followed by Google Meet at 77%.

Researchers noted that these trends suggest daily digital activities are increasingly concentrated within a narrow set of ecosystems.

Consumers Report Difficulty Switching Platforms

The survey also identified significant barriers preventing users from moving between competing services.

Among respondents who attempted to switch platforms:

• 55% reported difficulties transferring data.
• 48% said network effects, such as contacts remaining on another platform, made switching harder.
• 35% lost access to previous purchases or subscriptions.
• Nearly 42% said integrated ecosystems can feel restrictive or limiting.

These findings highlight the growing role of ecosystem lock-in as a factor influencing consumer behaviour.

Concerns Over Platform Gatekeeping and Self-Preferencing

The survey found that many consumers are aware of platforms promoting their own services within search results, app stores, and recommendation systems.

Key findings include:

• 82% frequently notice platform-owned products being promoted.
• 76% report products working better within the same brand ecosystem.
• 64% receive recommendations to purchase additional products from the same company.
• Only 4% reported experiencing none of these behaviours.

The results suggest consumers increasingly perceive large digital platforms as influential gatekeepers that shape product discovery and usage patterns.

App Store Fees and Pricing Concerns

Consumer awareness of app store commissions remains high, with many respondents linking platform fees to higher consumer prices.

The survey found:

• 85% are aware that app stores charge developers commissions.
• 95% believe these commissions ultimately increase prices for consumers.
• 60% reported experiencing a pattern where digital services are initially offered at low or no cost before becoming significantly more expensive.

These findings reflect concerns that concentrated market power may impact long-term affordability within digital ecosystems.

Indian Alternatives Face Structural Challenges

Despite growing interest in homegrown digital platforms, respondents identified several barriers to adoption.

Among those surveyed:

• 62% cited first-mover advantage and stronger visibility in search and app stores.
• 57% pointed to network effects and established user bases.
• 58% said they would consider switching if data portability improved.
• 55% would be more likely to adopt Indian alternatives if they were easier to discover online.

Interestingly, only 38% believed Indian alternatives were inferior, suggesting that visibility and accessibility may be larger obstacles than product quality.

AI Could Further Strengthen Incumbent Platforms

The survey also examined the growing role of artificial intelligence in digital discovery.

It found that 45% of respondents primarily use pre-installed AI assistants such as Siri, Google Assistant, or Alexa, while only 16% have actively switched away from default AI services. Additionally, 87% rely on AI-generated answers in search results rather than visiting external websites.

The findings raise concerns about how AI-powered interfaces could further consolidate digital ecosystems and influence access to information.

Digital Competition Bill Gains Relevance

The survey comes as India considers the proposed Digital Competition Bill, which seeks to introduce proactive regulations for large digital gatekeepers.

Measures under discussion include restrictions on self-preferencing, interoperability requirements, enhanced data portability, and safeguards against anti-competitive bundling practices.

Industry leaders believe such measures could help create a more level playing field for Indian startups while enhancing consumer choice.

Key Highlights

• New Kantar survey highlights concerns over Big Tech dominance in India’s digital economy.
• 100% of surveyed users rely on Google for search and personal email.
• More than half of respondents report difficulties switching platforms.
• Consumers cite data portability and app discovery as key barriers to adopting alternatives.
• 95% believe app store commissions contribute to higher consumer prices.
• AI-powered search and assistants could further strengthen incumbent platforms.
• Findings come amid discussions around India’s proposed Digital Competition Bill.
• Survey suggests stronger competition could improve innovation, choice, and affordability for consumers.