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What are we covering today
Rise of Digital India Mobile India –Snapshot Social Networks in India Social Trends Key Takeaway
The rise of digital India
Total
Population
Total internet
usersActive social
media users
Unique mobile
usersActive mobile
social users
1,336
million
402
million
134
million
590
million
97
million
YOY Growth – 44% YOY Growth – 13% YOY Growth – 5%YOY Growth – 26%
Source: We Are Social | Sep 2015
Mobile India in a Glance
150Times we check our phone a day
Of Mobile time isspent on Gaming
Mobile Data Traffic in Mar, 2015 Backed by Video Growth82% yoy Growth
Source: IAMAI, comScore
89%Of daily FB traffic comes from Mobile
171 Mn Smartphone Users
47% of Smartphones Shipped are sub-$100
85%of Smartphones Shipped are Dual SIM
1 in 3Mobile Phone Users
Access MobileInternet on a Feature Phone every month
• Top Genres Usage
Urban young males dominate, rural growth to accelerate
India Online: Gender Distribution
1/100Tablet users
99113 108
87105
88
111120
100114 114
94
0
20
40
60
80
100
120
140
0.010.020.030.040.050.060.070.080.090.0
% Reach Usage affinity
Source: ComScore, BI Intelligence, IAMAI, Nielsen
36%
39%
16%
6%
3%
15-24
25-34
35-44
45-54
55+
Ag
e
India Online: Age distribution
India online segments
Reach
29% 71% 0
50
100
150
200
250
300
350
400
450
500
Jun 12 Jun 13 Jun 14 Oct 14 Dec 14 Jun 15 Oct 15 Dec 15 Jun 16
Internet Users in India
Internet MobileIn Urban India, the ratio is 62:38
Source: ComScore, BI Intelligence, IAMAI, Nielsen
What and how much?
71% Communication
67% Social Networking
59% Entertainment
24% Online Shopping
23% Online Ticketing
Several times a day
About once a day
All 7 days
4-6 times/week
2-3 times/week
Once a week
2-3 times a month
Less than once a month
Daily users
1/100Tablet users
Source: ComScore, BI Intelligence, IAMAI, Nielsen
0%10%20%30%40%50%60%70%80%90%
Points of Internet Access
They are accessing Internet at home from their Mobiles
90% of users who access internet through mobile consider them
as primary devices for accessing internet
Digital media is not far behind from TV
By 2018, internet user
population will be
approximately 53 per
cent of the total number
of TV viewers
*Estimated, **Projected, Figures mentioned in Million
Source: KPMG in India analysis
0
200
400
600
800
1000
1200
2014 (e) 2015 (p) 2016 (p) 2017 (p) 2018 (p) 2019 (p)
Internet vs TV Penetration - India
TV Users Internet Users
Social networks in India
Facebook Twitter
YouTube LinkedIn
On Facebook, highest no. of users are in the age group of 20-49.
On Twitter, users in the age group of 18-29 are most active.
LinkedIn being a professional network, users between the age group of 30-49 are most active.
Instagram, highest no. of users are in the age group of 18-29 years.
134 million
70 million
23 million
32.5 million
5.9 million
Social sharing in IndiaSocial increasingly an integral part of online experience
84%Indian web users visit social
networking site
38%Increase in Indian Online Video
Audience in last 12 months
11%Increase in Facebook visitors
in the last 12 months
47,041,000Users visited Facebook on their PC’s
217Mins spent on FB by an Avg user
Source: ComScore
How India uses Social Media
Mobile
The young audience is leading the change in mobile traffic
Smartphone penetration in urban areas is at 52% and is expected to reach 90% + by 2019
Smartphone mobile data traffic expected to grow 21times by 2019 which will be fueled by Affordable devices, Cheaper data and Inherent need for connection
Most users access internet on mobile, followed by making calls –83% Males & 65% females
Source: VNI report from CISCO, CCS Benchmark Study 2015
• Per capita app downloads (number of apps downloaded per 100 users) in India stood at 1.9 versus a global average of 1.7
• India has been the fastest growing mobile app market since 2013 and it continues to be so in 2014. It is forecasted that mobile app downloads will globally triple and grow six folds in India by 2015
Source: Business Standard, App Annie Index, 2014
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
USA China Indonesia India SouthKorea
Malaysia Phillipines France Russia Turkey
Share of global app downloads: Top 10 Nations
Indians love their apps
Of the time spent is spent on apps Increase in app usage since 2012
Source : Ericsson Mobility report 2015, Base Mobile broadband users
1/3 65%
40 out of every 100 messages sent are through instant
messaging apps
Messaging patterns changing
WhatsApp remains the hot favorite messaging app of 98% Indian
Android users followed by Hike (44%) and Facebook Messenger (37%).
WhatsApp is the hero
Communication
Utility & Productivity
Entertainment
Other
Browsing
Games
47% of time spent by users is on communication apps.
This is due to their inherent need and lesser quality data requirement.
(Base : time spent on apps)
Communication apps lead the pack
Time spent on Apps
Apps keep them occupied
Video content is now shared and consumed maximum through communication apps
Most popular way of watching video is through chat apps – 1 in 3 smartphone user does that
For 1/3 of Smartphone owners, phone is only a screen to view online mobile videos
70% prefer video streaming to downloading
With chat apps being the most popular, smartphone users are now sharing more media and videos over chat.
As a result, users are increasingly viewing short snippets of video content or micro-videos.
Source : Ericsson Mobility report 2015, Base Mobile broadband users
After apps, videos are consumed on social media and video apps
Highest percentage of audiences accesses internet on mobile between 6 to 9 pm, followed by 9 pm to midnight.
A new trend of accessing internet early in the morning is also observed. Males start their mobile internet activity earlier than females.
Source : Ericsson Mobility report 2015, Base: Mobile broadband sm users who watch mobile video
Highest consumption of internet on mobile in the evenings. A need to remain connected is making mornings a lucrative time band
TAKE AWAYS
1. THE ‘RIGHT’ TARGET GROUP
2. SOCIAL MEDIA IS INSTANT.
ALWAYS EVOLVING.REAL-TIME
What is essential best practice for real-time social community management?
• Brands are talking less about the products and more about things our TG can associate visually.
• Almost 62% brands focus on having conversations around trending topics ( as and when applicable)
• Almost 43% brands say that speedy response to customer comments helps in building a positive brand image.
• Instead of YouTube links, upload videos directly to Facebook as it garners more engagements.
3. PAYING FOR SOCIAL IS
BETTER THAN DOING SOCIAL!
Facebook Organic Reach is almost Zero.
Link: http://bit.ly/1zTyM3w
Like Facebook, Twitter Zero is also near!
Implication on Brands:
Organic reach will approach zero, and there will be greater pressure to deploy Twitter’s suite of paid products in support of branded content.
4. SEARCH AND E-COMMERCE WILL GO BEYOND GOOGLE TO FACEBOOK
AND TWITTER!
•SOCIAL TRENDS
• Rise of livestreaming: Periscope
• 10 years of Periscope content is watched per day, 380 years watched since launch.
• TechCrunch
• Auto-play videos
• An average of over 1 billion video
• views on Facebook each day.
• YouTube introduces 360 degree videos
• Polls are introduced.
• Branded emojis take over.
How ?
Let consumers be the marketers of your brand
Digital trends to dominate in
2016
Short Videos
Mobile Friendly
Virtual Reality
Internet of ThingsNew Publishing
Options
Programmatic
Native
GIFs & Emoji
Demand for more visual forms of contentThe written content market continues to become moresaturated, leaving users with a higher demand for morevisual forms of content.
Forbes
Mobile will dominate desktop
Google became bigger on mobile than desktop in 10 countries.
Virtual reality will surge
Brands have started exploring opportunities associated with virtual reality.
Native advertising will evolve
70% of individuals want to learn about products through content rather than through traditional advertising.
Internet of Things will pave new grounds
There are 4.9 billion connected things as of this year. By 2020, this number is expected to grow to more than 50 billion objects.
• Peshwa Acharya
