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This is a collation of some pretty facts about the Indian Digital Scenario in the year 2012. This will help you to have a snap shot of the market for the year 2012 along with some amazing prediction for next 3 years.
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Internet on INDIAPublished on March 2012
By 2015, 40% of the Planet will be on the Internet
1995 2000 2005 2010 2015E0
500
1000
1500
2000
2500
3000
3500
Internet Users (mn)
12811476
752
1414
Rest of World
Emerging Markets
Emerging Market taken here as BRIC & Indonesia*Source: IWS, ETForecasts, BCG Report, Sept 2010
Internet Growth: The Indian Story
Internet in India has been showing growth in double digits since last 10 years
Current Internet penetration at 5% and forecasted to be around 11% by 2015
58% of the internet penetration is from Top 10 Cities
Pointers
* In Millions1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2009 2010
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
1,400,000
100,000,000
*Source: internetworldstats.com
India is the 3rd largest Internet User Market
112 Million internet users
Total Pop : 1.2B
Urban (12+) : 240M
Internet : 100M
SEC A/B (15-44): 50M
At 100M+ users, online users represent the strong purchasing class
2010 2015
0
50
100
150
200
250
100
300
Internet population will multiply 3.1x in 5 years
2000 2001 2003 2004 2006 2007 2008
0%
20%
40%
60%
80%
100%
120% Less than 5 lakh towns 5 - 10 lakh towns Other metros
Top 8 metros
60%
40%
40% Internet penetration in less than 10 Lakh town
21%Penetration7%
Penetration
*Source: internetworldstats; Internet’s New Billion, BCG – Sep2011; IAMAI; IRS
Internet population will triple in 5 years
Indian E & M Industry and Growth of Internet
*Source: PwC Analysis and Industry Estimates
The growth of Internet as a Industry is the highest among all other Industry in this segment in India. By 2015, Indian Internet Industry
would be worth 24 Billion INR with a projected growth of 25.5%, highest among all others.
Emergence of Social Network in India
38 M+ UsersAdding 55K users daily
Avg 107 Friends per user1,681,000 Apps live
9 M UsersAdding 30K users daily
Avg 120 connections per user6 Minutes per Visit
21 M UsersAdding 38K users daily
3 Hr of Videos consumed by an average user90% UGC
5 M+ Users Adding 25K users daily
8 MN tweets on a daily basis56 Followers per users
3 out of 4 Internet User is on Social NetworkAs per latest consumer survey 85% people say that social media does impact their
buying decisions*Source: ComScore, Dec 2011
NOT JUST YOUTHAt 41.20 %, the 29-44 year age band emerges as the
‘single largest’ age group of regular internet users*
BUT THE WEB ALSO TRANSCENDS AGE.
33.7 % between 15-24 yrs
58 % OF USERS ARE BETWEEN 25-44 Yrs.
What makes the internet so Powerful? Audience across age groups
*Source: ComScore, Dec, 2011
What makes the internet so Powerful?Media Consumption Landscape
*Source: IRS 201, TG:15+, All India ,IAMAI,IMRB
2009 2010 2011
115 130 135
6562
6040
6060
125
130
160
Print Print Radio Internet TV
( *In Minutes)
*Source: IAMAI, IRS 2009(R2) and Google internal analysis; Base: online population in India , Comscore 2009 Banking and Finance website Audience demographic
Media Consumption hours / week
23%
30%
21%
26%
Your Consumer is Online & Getting There Faster……
Events fuelling digital growth
o 3G Transition
o Reducing PC/laptop prices
o Smart phone prices are reducing from 25K to ~10K
o Data plans prices are further reducing
Internet as a marketing platform isBigger
Implication for Advertisers…
Internet offers a wide variety of services that entice users to devote
more time to the medium hence giving
the advertiser more interaction time
Implication for Advertisers….
The presence of your message on the key sites (depending on the audience being targeted) is key to the success of any media
plan
Implication for Advertisers…
Monthly Online Presence
Total 15-24 25-34 35-44 45-54 55+
28.10 M
9.5 M
11.6 M
4.7 M
1.66 M 0.7 M
18.29M
5.99M7.54 M
3.05 M
1.12 M 0.5 M
Male Female
Source: ComScore Dec, 2011
*Total 112 Mn People hooked on to the web in India – iCube 2011
Avg. Mins Per Visitor
159
31
89
28
68
46
16
23
29
11
Purpose of Internet visit
*Source: IAMAI
Instant Messengers
Photos
Entertainment-Movies
Travel
Career Services
Education
Business/Finance
Entertainment - Multimedia
News/Information
Search
Social Networking
26
27
32
42
43
42
57
62
76
79
89
97
% Reach
Social networking is the most popular online Activity across all age group with Collective reach of 97 %
The Avg. time spent is also more than the other digital activities
Online Activity : Change from last year
Online Activity % Internet Users Undertaking
% Change From last Year
Emailing 95% +1%
Search or buy non-travel products 76% +33%
Web info search (text, images) 74% -
Download music 69% -3%
Job search 62% +6%
Social networking 61% +8%
Search or buy travel products 59% +25%
Instant messaging/chatting 57% +1%
PC to mobile SMS 54% -2%
Pay bills online 51% +22%
Visit local Indian language websites 29% +2%
Online shopping, Search are the biggest gainers!Job Search and Social networking witnessed a steady growth
Source: Juxt Report, 2011
What is driving web Behavior ?
Social Networks should be used for emotional connect thus can be used to create positive brand image, engagement with the TG and to start direct conversation
with the Brand
Google remains the primary source of seeking information and has been used for more rational purposes thus should be used extensively for reach, conveying
brand information and benefits and features.Source: MSN and Mediamind Report, 2011
What is driving web Behavior ?
2010 2015E0
20
40
60
7
40
e-commerce in India
470 %
growth
E-Commerce has hit tipping point….India – growth?
o 4 out of 5 internet users ‘shop’ online (search or buy online), translating into a 80 million strong online consumer baseo 29 mn of these ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% Increase from 10 million last year
*Source : Euromonitor International, Juxt Report ,2011
E-commerce in IndiaTop Five Business Hub
1. Delhi
2. Mumbai 3. Bengaluru
4. Jaipur
5. Chennai
On an average day on eBay India
A piece of jewellery sells every 4 minutes
A health or beauty product sells every 4 minutes
A piece of apparel sells every 7 minutes
A watch sells every 9 minutes
A car or bike accessory sells every 11 minutes
A piece of home decor sells every 12 minutes
Source: eBay Census Guide 2011
3% 5%8%
16%19% 21%
29%33%
39%
28% 26%
65%
72%
40%
Research online Purchase on-line
Research online Purchase off-line
Significant Research online across categories…
Source: Consumerbarometer.com
1.4Bn Weekly Search Queires on Google alone
Entertainment
Computers and
ElectronicsTelecom Finance &
Investment Health Sports
Technology Auto Travel Local and Retail
21%
3%
29%
19%
72%
33%40%
65%
Research online purchase online
Research online purchase offline
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10
5
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15
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25
30
35Mobile and Desktop Search Query Growth Over The Last 3 Yrs
Mobile 28XDesktop 6X
source: Google Internal, Consumer Commerce Barometer Source – Google
a growth story of 60% Y-o-Y
As we speak India is changing:
If this machine is hooked, click on the image!Else you can visit: http://bit.ly/ugJ7yf
YOU THANK
If you wish to re-write your brand proposition in 140 characters contact us @SMG_India