we are social’s guide to social, digital and mobile in india (2nd edition, nov 2012)
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FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE �
CONTACT SIMON KEMP AT WE ARE SOCIAL:�
SAYHELLO@WEARESOCIAL.SG �
@WEARESOCIALSG �
+65 9146 5356 �
WEARESOCIAL.SG �
3 �
1,205,074,000�
137,000,000 �
60,545,120�
934,100,000 �
TOTAL POPULATION�
INTERNET USERS�
USERS ON TOP SOCIAL NETWORK�
MOBILE SUBSCRIBERS�
INDIA�NOV�2012 �
URBAN�
INTERNET PENETRATION�
SOCIAL NETWORKING PENETRATION�
MOBILE PENETRATION�
RURAL �
31%�
78%�
69%�
11% �
5%�
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
URBANISATION: UN (2011); INTERNET: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012); SOCIAL NETWORK: FACEBOOK (OCT 2012); MOBILE: BASED ON TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) � 3 �
16,000,000 �PEOPLE IN 2012 �
INDIA’S POPULATION WILL �GROW BY MORE THAN�
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (NOV 2012) � 5 �
EVERY 2 SECONDS�THAT EQUATES TO A NEW BABY BORN�
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (NOV 2012) � 6 �
69%�OF INDIA’S POPULATION �LIVES IN RURAL AREAS �
SOURCE: THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) � 7 �
56%�OF INDIA’S POPULATION �IS UNDER THE AGE OF 30 �
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) � 8 �
26 �
MEDIAN AGE OF�INDIA’S POPULATION:�
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (NOV 2012) � 9 �
30%�OF INDIA’S POPULATION �IS BELOW THE AGE OF 15 �
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) � 10 �
137,000,000 �NUMBER OF INTERNET USERS IN INDIA: �
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 11 �
THAT’S BIGGER THAN THE �POPULATION OF JAPAN�
SOURCES: BASED ON DATA FROM THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND THE US CENSUS BUREAU (OCT 2012) � 12�
(! )!
11% �INTERNET PENETRATION IN INDIA: �
SOURCES: BASED ON DATA FROM INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND THE US CENSUS BUREAU (OCT 2012) � 13�
THAT’S 3 TIMES LOWER �THAN THE GLOBAL AVERAGE �
SOURCES: BASED ON DATA FROM THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND THE US CENSUS BUREAU (OCT 2012) � 14�
(! )!
THIRD LARGEST�IN THE WORLD, AFTER �CHINA AND THE USA�
BUT INDIA’S INTERNET�POPULATION IS STILL THE �
SOURCES: BASED ON DATA FROM INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND INTERNETWORLDSTATS (ACCESSED SEP 2012) � 15 �
1,500,000 �EVERY MONTH �
THE NUMBER OF INTERNET USERS�IN INDIA IS GROWING BY MORE THAN�
SOURCE: COMSCORE (AUG 2012) � 16 �
THAT’S LIKE ADDING THE POPULATION OF THE NETHERLANDS EVERY YEAR �
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) � 17 �
(! )!
2 SECONDS�
INDIA ADDS A NEW�INTERNET USER EVERY �
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) � 18�
41%�IN THE 12 MONTHS �
TO JULY 2012 �
INTERNET USE IN�INDIA GREW BY �
SOURCE: COMSCORE (AUG 2012) � 20 �
EVERY DAY ON THE INTERNET�
8 HOURS�
A REPORT FOUND THAT INDIAN�NETIZENS SPEND AN AVERAGE OF �
SOURCE: RESEARCH CITED IN THE TIMES OF INDIA (APR 2012) � 23 �
1,000,000,000 �HOURS SPENT ONLINE EVERY SINGLE DAY �
IF THAT WERE TRUE OF ALL OF INDIA’S �NETIZENS, THAT WOULD ADD UP TO�
SOURCE: BASED ON RESEARCH DATA CITED IN THE TIMES OF INDIA (APR 2012) � 24�
THAT’S THE EQUIVALENT OF MORE �THAN 45 MILLION YEARS SPENT ON�THE INTERNET IN INDIA EVERY YEAR �
SOURCE: BASED ON RESEARCH DATA CITED IN THE TIMES OF INDIA (APR 2012) � 25 �
(! )!
83%�OF INDIAN NETIZENS SAY THEY COULDN’T LIVE
WITHOUT THE INTERNET FOR MORE THAN 24 HOURS �
SOURCE: RESEARCH CITED IN THE TIMES OF INDIA (APR 2012) � 26 �
US $9,000,000,000 �ON MOBILE INTERNET ACTIVITIES IN 2012 �
YOUNG PEOPLE IN INDIA WILL SPEND MORE THAN�
SOURCE: RESEARCH CITED IN THE TIMES OF INDIA (APR 2012) � 27�
THAT’S MORE THAN THE ENTIRE �ANNUAL GDP OF THE BAHAMAS�
SOURCE: BASED ON DATA CITED IN AN ARTICLE IN THE TIMES OF INDIA (APR 2012) AND GDP DATA FROM THE UNITED NATIONS (2010) � 28 �
(! )!
156 �INTERNET PROVIDERS�
IN INDIA�
THERE ARE �
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (MAY 2012) � 29 �
29,000,000 �INDIAN HOUSEHOLDS HAVE �ACCESS TO THE INTERNET�
SOURCE: JUXT, AS CITED IN THE ADMA YEARBOOK 2012 � 30 �
15,000,000 �INDIANS USE BROADBAND SERVICES�
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) � 31�
THAT’S MORE THAN THE �POPULATION OF ECUADOR �
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) � 32 �
(! )!
72%�OF INDIAN NETIZENS �LIVE IN URBAN AREAS �
SOURCE: BASED ON DATA FROM INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 33 �
REASONS FOR GOING ONLINE IN URBAN INDIA�
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 34 �
COMMUNICATION� SOCIAL NETWORKING �
87% � 67%�
38,000,000 �
NUMBER OF INTERNET USERS�LIVING IN RURAL AREAS OF INDIA: �
SOURCE: THE INTERNET AND MOBILE ASSOCIATION OF INDIA (SEP 2012) � 35 �
82%�OF INDIA’S RURAL NETIZENS GO�
ONLINE AT LEAST ONCE PER MONTH �
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 36 �
INDIA’S RURAL CONNECTION POINTS�
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 37�
VIA WEBCAFÉS AND COMMUNITY CENTRES �
VIA MOBILE �DEVICES �
58%� 12% �
REASONS FOR GOING ONLINE IN RURAL INDIA�
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 38 �
ENTERTAINMENT� COMMUNICATION�
75%� 56%�
77 VIDEOS�EACH IN JUNE 2012 �
INDIAN NETIZENS �WATCHED AN AVERAGE OF �
SOURCE: COMSCORE (AUG 2012) � 40 �
APPAREL IS THE FASTEST GROWING ONLINE RETAIL CATEGORY IN INDIA, FOLLOWED BY CONSUMER GOODS �
SOURCE: COMSCORE (AUG 2012) � 44�
25%�
ONLINE ADVERTISING IN INDIA IS �GROWING AT AN ANNUAL RATE OF �
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (APR 2012) � 45 �
11% �OF OFFLINE AD �SPEND IN INDIA�
ONLINE AD SPEND �EQUATES TO AROUND �
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (APR 2012) � 46 �
60%�OF INDIA'S ONLINE �
ADVERTISING MARKET�
TOGETHER, GOOGLE AND �FACEBOOK ACCOUNT FOR �
SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 � 47 �
50%�OF INDIA’S CLASSIFIEDS �MARKET IS ONLINE ADS �
SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 � 48 �
SOCIAL NETWORKING IS THE PRIMARY DRIVER OF ONLINE ACTIVITY IN INDIA�
SOURCE: COMSCORE (AUG 2012) � 49 �
THAT’S EQUIVALENT TO THE �TOTAL POPULATION OF ITALY�
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) � 51�
(! )!
5%�SOCIAL MEDIA PENETRATION IN INDIA:�
SOURCES: BASED ON DATA FROM FACEBOOK AD PLANNER (NOV 2012) AND THE US CENSUS BUREAU (SEP 2012) � 52 �
ESTIMATES OF THE TOTAL NUMBER OF SOCIAL NETWORK USERS IN INDIA ARE MUCH HIGHER: �
SOURCES: GLOBAL WEB INDEX WAVE 7 (SEP 2012), AND EMARKETER (FEB 2012) � 53 �
GLOBAL WEB INDEX � EMARKETER �
77.5 M � 76.1 M �
globalweb!index
52%�THIS YEAR �
THE NUMBER OF SOCIAL �NETWORK USERS IN INDIA WILL GROW BY �
SOURCE: EMARKETER (FEB 2012) � 54 �
2 IN 3 �SOCIAL MEDIA USERS IN INDIA �
ACCESS A SOCIAL SITE EVERY DAY �
SOURCE: ANNIK TECHNOLOGY SERVICES, AS CITED IN THE TIMES OF INDIA (OCT 2012) � 55 �
1 IN 4 �ONLINE MINUTES IN INDIA IS SPENT�
ON SOCIAL NETWORKING SITES �
SOURCE: COMSCORE (AUG 2012) � 56 �
44%�OF INDIA’S NETIZENS USED �
FACEBOOK IN THE PAST MONTH �
SOURCES: BASED ON DATA FROM FACEBOOK AD PLANNER (NOV 2012), AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 57�
NEW FACEBOOK USERS IN�INDIA IN THE PAST 6 MONTHS:�
SOURCE: SOCIALBAKERS (NOV 2012) � 58 �
14,770,840 �
A NEW FACEBOOK�USER SIGNS UP IN INDIA�
SOURCE: BASED ON DATA FROM SOCIALBAKERS (NOV 2012) � 59 �
EVERY SECOND �
30%�OF NEW SIGNUPS TO FACEBOOK IN�INDIA COME FROM MOBILE DEVICES�
SOURCE: PLUGGED.IN, AS CITED IN TECHCRUNCH (OCT 2012) � 60 �
OF THE INDIAN POPULATION�IS ON FACEBOOK�
5%�CURRENTLY, ONLY �
SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) � 61 �
THIRD �LARGEST FACEBOOK�
POPULATION IN THE WORLD �
BUT INDIA ALREADY HAS THE �
SOURCE: SOCIALBAKERS (OCT 2012) � 62 �
SOURCE: FACEBOOK AD MANAGER (ACCESSED SEP 2012) �
FACEBOOK IN INDIA�NOV�2012 �
MALE:�71%�
FEMALE:�29%�
55-64:�1%�
65+:�1%�45-54:�
3%�
63 �
18-24:�48%�
13-17:�12%�
25-34:�28%�
35-44:�7%�
SOURCE: SOCIALBAKERS (NOV 2012) �
TOP FACEBOOK PAGES IN INDIA�NOV�2012 �
# � FACEBOOK PAGE � ‘LIKES’�01 � TATA DOCOMO � 9,718,563 �02 � VODAFONE ZOOZOOS � 4,807,000 �03 � KINGFISHER � 4,733,714 �04� FASTRACK� 4,615,428 �05 � NOKIA INDIA� 4,609,244 �06 � SAMSUNG MOBILE INDIA� 4,105,518 �07 � AXE ANGELS CLUB� 3,903,835 �08 � IDEA� 3,836,980 �09 � SHOPPERS STOP � 3,772,661 �10 � PEPSI INDIA� 3,417,872 �
64 �
FACEBOOK USERS BY CITY �
SOURCE: SOCIALBAKERS (NOV 2012) � 65 �
MUMBAI� NEW YORK CITY �
5.9 M � 3.6 M �RIO DE JANEIRO�
5.1 M �
30%�OF INDIA’S FACEBOOK USERS LIVE �
IN THE COUNTRY’S 8 BIGGEST CITIES�
SOURCE: KETCHUM SAMPARK (SEP 2012) � 66 �
63%�OF INDIAN FACEBOOK USERS ARE FROM �LOCATIONS BEYOND THE TOP 20 CITIES �
SOURCE: KETCHUM SAMPARK (SEP 2012) � 67 �
INDIAN BRANDS ARE GROWING �THEIR FAN BASES FASTER THAN�
THE TOP GLOBAL BRANDS �
SOURCE: KETCHUM SAMPARK (SEP 2012) � 68 �
33,000,000 �INDIAN NETIZENS USE MORE �THAN ONE SOCIAL NETWORK�
SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 � 69 �
50%�OF INDIA’S NETIZENS USE SOCIAL MEDIA�
TO INFORM ONLINE PURCHASE DECISIONS�
SOURCE: COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012 � 70 �
29%�OF INDIAN NETIZENS USED �
TWITTER IN THE PAST MONTH �
SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) � 73 �
INDIA HAS THE SECOND HIGHEST LINKEDIN POPULATION IN THE WORLD,
AFTER THE UNITED STATES�
SOURCE: SOCIALBAKERS (SEP 2012) � 74 �
55,800,000 �
UNIQUE VISITORS TO YOUTUBE �FROM INDIA IN JULY 2012: �
SOURCE: COMSCORE (AUG 2012) � 77 �
4,000,000,000 �VIDEOS ON YOUTUBE EACH MONTH �
INDIAN USERS VIEW MORE THAN�
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) � 78 �
YOUTUBE REACHED �
41%�OF INDIA’S �
NETIZENS IN JULY �
SOURCES: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 79 �
1,250 �INDIANS VISIT YOUTUBE �EVERY SINGLE MINUTE �
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) � 80 �
20 �VISITORS TO YOUTUBE �
FROM INDIA EVERY SECOND �
THAT’S MORE THAN�
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) � 81�
1,194,200,000 �
TOTAL VIEWS ON RAJSHRI, INDIA’S �MOST POPULAR YOUTUBE CHANNEL: �
SOURCES: SOCIALBAKERS (SEP 2012) AND RAJSHRI YOUTUBE CHANNEL (NOV 2012) � 82 �
THIS SUGGESTS �THERE ARE MORE THAN�
50,000,000 �GOOGLE+ USERS IN INDIA�
SOURCES: BASED ON DATA FROM WEB MONITORING (FEB 2012) AND VIC GUNDOTRA OF GOOGLE+ (SEP 2012) � 84 �
BANGALORE IS HOME TO�MORE GOOGLE+ USERS THAN�
ANY OTHER CITY IN THE WORLD �
SOURCE: WEB MONITORING (FEB 2012) � 85 �
87% �OF INDIAN BLOGGERS ARE MALE �
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 � 86 �
1,500,000 �INDIANS USE TUMBLR �
EVERY MONTH �
SOURCE: QUANTCAST (ACCESSED OCT 2012) � 88 �
MORE THAN�
13�PAGES EACH MONTH �
ON AVERAGE, INDIAN�TUMBLR USERS VIEW�
SOURCE: QUANTCAST (ACCESSED OCT 2012) � 89 �
934,100,000 �NUMBER OF MOBILE SUBSCRIBERS IN INDIA:�
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) � 90 �
SECOND LARGEST�IN THE WORLD AFTER CHINA�
INDIA’S TELECOMS INDUSTRY IS THE �
SOURCES: BASED ON DATA FROM TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) AND THE BUSINESS MONITOR INTERNATIONAL (JUN 2012) � 91�
30 TIMES �GREATER THAN THE NUMBER �OF FIXED-LINE SUBSCRIBERS�
THE NUMBER OF MOBILE �SUBSCRIBERS IN INDIA IS �
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) � 92 �
MOBILE PHONE SUBSCRIPTIONS�
INDIA IS ‘MOSTLY MOBILE’�
SOURCE: BASED ON DATA FROM THE TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) � 93 �
FIXED-LINE PHONE �SUBSCRIPTIONS�
934 M � 31 M �VS�
36%�OF ALL MOBILE SUBSCRIBERS IN�
INDIA ARE FROM RURAL REGIONS�
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 94�
50,000,000 �MOBILE INTERNET USERS IN INDIA: �
SOURCE: GOOGLE INDIA, AS CITED IN IAMWIRE (NOV 2011) � 95 �
THAT’S EQUIVALENT TO THE TOTAL POPULATION OF SOUTH KOREA�
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) � 96 �
(! )!
INTERNET USE IN INDIA BY CONNECTION DEVICE �
SOURCE: STATCOUNTER DATA (AUG 2012), AS CITED IN THE NEXT WEB (SEP 2012) � 97�
MOBILE � DESKTOP �
52%� 42%�VS�
36%�OF INDIAN NETIZENS ACCESS �
THE INTERNET ON MOBILE PHONES �
SOURCE: BASED ON DATA FROM GOOGLE INDIA, AS CITED IN IAMWIRE (NOV 2011), AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) � 98 �
57%�OF INDIAN YOUTH IN LARGE CITIES ACCESS �
THE INTERNET USING MOBILE PHONES �
SOURCE: THE TIMES OF INDIA (APR 2012) � 99 �
6,000,000 �NUMBER OF 3G USERS IN INDIA: �
SOURCE: DNA (MAR 2012), AS CITED IN KPMG-FICCI (MAR 2012) � 100 �
0.5%�
3G PENETRATION�IN INDIA IS JUST�
SOURCE: BASED ON DATA FROM DNA (MAR 2012), AS CITED IN KPMG-FICCI (MAR 2012) � 101 �
THAT’S MORE THAN THE TOTAL POPULATION OF AUSTRALIA�
SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) � 103 �
(! )!
81 HOURS�PER MONTH ON THEIR DEVICES �
INDIAN SMARTPHONE USERS SPEND �
SOURCE: NIELSEN (MAY 2012) � 105 �
40 DAYS�EACH YEAR USING �
THEIR SMARTPHONE �
THAT EQUATES�TO MORE THAN�
SOURCE: BASED ON DATA FROM NIELSEN (MAY 2012) � 106 �
3 IN 4 �INDIAN SMARTPHONE USERS �ACCESS SOCIAL MEDIA SITES�
SOURCE: NIELSEN MOBILE INSIGHTS, AS CITED IN FICCI-KPMG (2012) � 107 �
50%�MORE TIME BROWSING THE INTERNET�
ON THEIR SMARTPHONE THAN WOMEN DO �
INDIAN MEN SPEND �
SOURCE: NIELSEN (MAY 2012) � 108 �
INDIAN WOMEN SPEND �
150% �MORE TIME USING INSTANT MESSAGING �ON THEIR SMARTPHONE THAN MEN DO �
SOURCE: NIELSEN (MAY 2012) � 109 �
25%�OF YOUTUBE’S VIEWS IN INDIA�
ARE FROM MOBILE DEVICES �
SOURCE: GOOGLE, AS CITED IN FICCI-KPMG (2012) � 110 �
50%�OF INDIA’S MUSIC REVENUES �
STEM FROM MOBILE DOWNLOADS �
SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 � 111 �
1,000,000 �MOBILE TV SUBSCRIPTIONS IN INDIA�
THERE ARE CURRENTLY �
SOURCE: KPMG-FICCI (MAR 2012) � 112 �
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