About 45 per cent of consumers in India and China will rely on search engines to find content, according to "Connected devices and services: Reinventing content".

However, lack of infrastructure will limit the ability of many consumers, particularly in India, to view video on connected devices.

About three-quarters of those surveyed in India and China expressed interest in webisodes or short episodes which are aired on Internet television.

In contrast, 30 to 45 percent of those surveyed in Western markets are interested in such formats on connected devices but about two-thirds are not willing to pay for these webisodes.

Bain & Company's study also shows that while video games are fertile ground for creating innovative content experiences, other cultural and entertainment activities, such as live entertainment and visual arts, currently have limited online options.