India Media and Digital 2012

MEDIA IN

INDIA

One of the most challenging

market in the world

•  29  independent  states  •  6  union  territories  •  640  districts  •  7,742  urban  towns  •  6,08,786  villages    

WITH  A  BILLION+  PEOPLE  MORE  A  CONTINENT  THAN  A  COUNTRY  

Source: India Census, 2011Represents 17.3% of world population

1,220,200,000

50%ofIndiansareaged 25orbelow

Source:IndiaCensus,2011

833,000,000Indians living in rural areas:

Source: India Census, 2011

70%Source: India Census, 2011

Source:Wikipedia

Paradoxical  Diverse  Complex  

THE  MEDIA  ECOSYSTEM  IS:  

INDIA,  HOME  TO  

The  largest  read  newspaper  in  the  world  

Second  largest    business  daily  in  the  world  

Femina,  the  largest  read  women’s  magazine,  has  more  readers  than  the  populaCon  of  Australia!  

IMMENSE  MEDIA  DIVERSITY    FURTHER  COMPLICATES  THE  CHALLENGE  

Television  Channels  

60,000+  

Publica5ons  

Cinema  Screens  

13,500+    

Radio  Sta5ons  

850  

292  

However,  consolida0on  in  how  its  bought  and  sold  

•  Key  70  TV  networks  –  Direct  nego,a,ons  and  buys  

•  Key  30  Publica0on  groups  –  Direct  nego,a,ons  and  buys  

•  12  Radio  groups  –  Direct  nego,a,ons  and  buys  

•  Single  Cinema  screens  –  via  concessionaires  PAN  India  

•  Mul0plex  –  Direct  buys  

Television  dominates;  the  key  source  for  both  entertainment  &  informa0on!  

85%  HHS  have  C&S;  rapidly  increasing  digital  footprint  likely  to  magnify  changes  

1.  High  in  volumes;  Low  in  values  

Owing  to  media  prolifera,on  and  adver,sing  revenue  market  

High  transac,on  costs  for  media  owners  and  agency  alike  –  a  plan  with  50  TV  channels  would  have  35,000  spots  

Key  characteris,cs:  

2.  Increasing  CluRer;  fragmen0ng  audiences  

In  the  last  5  years  

89%  more  adver,sers  on  the  TV  screen;  148%  increased  inventory  

Reducing  viewers/programme;    90%  programmes  with  ra,ng  <1  TVR  

The  average  Indian  sees  1200  commercials  per  week  versus  the  global  average  of  560  

3.  Big  become  bigger;  others  perish  

Big  ,cket  op,ons  like  Cricket/KBC  have  grown  and  consolidated  viewers    

while  op,ons  like  Turners  Imagine  TV/Real  TV  shut  shop  

But  no  single  medium  can  address    India  in  its  en2rety!  

951,000,000mobile subscribers in India:

Source: TRAI, May 2012

78%that’s roughly

of the population( )

Source: Based on India Census, 2011

Source: TRAI

19,000,000

Source:Wikipedia

50%thepenetraSonofmobilephonesinIndiaismorethan

higherthanthepenetraSonofTV

Source:mobiledatafromTelecomRegulatoryAuthorityofIndia;TVdataextrapolatedfromgrowthtrendsinTAMdataasquotedbyDeloiJe

100 billionnumber of SMSes sent via

India’s Airtel network in 2011:

Source: Airtel Mobitude 2011

3,170every second

that’s more than

Source: Airtel, 2011

45 billionthe number of mobile ads served

in India each monthexceeds

Source: InMobi

17,000mobile ad impressions

every second

that’s about

Source: InMobi

$ Source:DeloiJe

$4.56spentonvalue‐added

servicesbyeveryIndianmobilesubscriber

whichequatestoroughly

Source:DeloiJe

Source: Google

120,000,000

9%that’s about

of the population

Source: Based on India census 2011

( )

Source:internetworldstats.com

26minutestheaverageIndianwebuserspends

onlineeachday

Source:InternetAndMobileAssociaPonofIndia,April2011

Source: IAMAI, December 2011

15,000,000

2%that’slessthan

oftheruralpopulaSon( )

Source:BasedonIndiaCensus2011

18%ofIndia’sruralinternetuserstravelmorethan

Source:InternetAndMobileAssociaPonofIndia,April2011

10kmtoaccesstheinternet

entertainmenttopreasonruralIndiansareadopSngtheinternet:

Source:InternetAndMobileAssociaPonofIndia,April2011

$ Source:PennOlson

Source:PennOlson

50,000,000+number of social media users in India:

Source: ComScore

3hoursIndianwebusersspend

permonthonsocialsites

Source:InternetAndMobileAssociaPonofIndia,April2011

96%ofIndianITfirmsforbidsocialmediauseatwork

Source:LivemintviaPennOlson

48,100,000+number of users in India

Source:

Source:Wikipedia

2%…butsSllonly

oftheIndianpopulaSon( )

Source:BasedonIndiaCensus,2011

31%Source: SocialBakers

77%Of India’s Facebook usersare under 30 years of age

Source: Facebook

71%ofIndianFacebookusersaremale

Source:Facebook,April2011

gamesmostpopularacSvityonFacebookinIndia:

Source:PennOlson

15,400,000number of Linkedin users in India

Source: SocialBakers

4,000,000number of twitter users in India

Source: SocialBakers

70%ofIndianinternetuserswatchonlinevideo

Source:ComScore

807,200,000Indianvisitorsspentatotalof

Source:ESPNCricInfo.com

minutesonESPNCricInfo.comduringthe2011ICCWorldCup

1,500years…whichaddsuptomorethan

Source:ESPNCricInfo.com

internet users in Indiaaccess via mobile devices

Source: SocialBakers

70,000,000

59%of Indian mobile internetusers only access the web

via their mobile phone

Source: Mobi Thinking

97%Google’sshareofIndia’ssearchmarketin2010:

Source:StatCounter.com

Nokiamost searched brand

on Google in India:

Source: Google, 2011

how to kisstop ‘how to’ query on Google in India:

Source: Google, 2011

Welcome to

India!