india profile: global snapshot series

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Global Snapshot Series: India

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Check out our new Global Snapshot Series for insights into India's evolving mobile and digital marketing landscape. View the full series here: http://www.slideshare.net/sapient/tag/global-snapshot-series

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Page 1: India Profile: Global Snapshot Series

Global Snapshot Series:India

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IndiaBasic Information

SapientNitro | India | 01.08.14

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INDIA

India can boast an impressive amount of languages spoken throughout the country. Hindi is the most widely spoken language and primary tongue of 41% of the people. There are 14 other official languages: Bengali, Telugu, Marathi, Tamil, Urdu, Gujarati, Malayalam, Kannada, Oriya, Punjabi, Assamese, Kashmiri, Sindhi, and Sanskrit. Hindustani is a popular variant of Hindi/Urdu spoken widely throughout northern India but is not an official language.

English enjoys the status of subsidiary official language but is the most important language for national, political, and commercial communication.

POPULATION1,220,800,3592nd Largest in the world

POPULATIONBELOW POVERTY LINE 30%

Basic Information

URBAN POPULATION31%

SapientNitro | India | 1.8.2014

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INDIABasic Information

The consumption of social media is expanding among young, highly-connected Indians. In November 2013, Mumbai was among the top 10 Facebook cities globally, behind Bangkok, Jakarta and London but ahead of Buenos Aires. Hindu

Ethnicity

75%

Indo-Aryan

25%

Dravidian

3%

Mongoloid and other

Religion

Muslim

Christian

Sikh

Unspecified

Other

80%13% .1%

2% 2%2%

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IndiaInternet

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INDIAInternet

Fixed lines have fallen 21% since 2007 while mobile connections are on the rise – increasing 270%.

13% 13.2% of population are internet users, equaling approximately 161 million internet users.

Larger penetration rates may be only a matter of time as the government sets goals of extending service to rural areas.

5.8% of households have a fixed broadband connection.

Much of India’s landmass is rural and “untouched by modern infrastructure” making it difficult to extend internet access to the population. Indeed, eMarketer estimates that just 5.8% of households would have a fixed connection in 2013. While penetration appears low at only 13% of the population, that small number is extremely significant considering India has the second largest population in the world – bring it’s internet users to a estimated 161 million users. A large number compared to other countries.

SapientNitro | India | 1.8.2014

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INDIAInternet

15-24 36% 25-34 39%35-44 16% 45-54 6%55+ 3%

39% 61%

1. Google 2. Facebook 3. Google.com4. YouTube 5. Universo Online

Age of Internet UsersTop Sites Visited

India’s internet users are strongly skewed toward young males - 61% were male, and three-quarters were ages 15 to 34; just 9% were 45 or older.

However, these numbers may be influenced by the fact that a majority of users access the Internet from Cybercafes rather than home, and private access demographics that are available may be skewed towards those that can afford it.

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IndiaSocial

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INDIASocial

94%

By 2017, 82% of India’s internet population will be social network

users, and estimated 283 million users.

2011

2013

2012

2014

2015

60.3%

71%

78.9%

83%

87.2%

A large majority of India’s internet users are social network users – in 2013, 127.5 million internet users (78.9%) visited social sites at least once per month – and the numbers are growing.

79% of the online population used social sites at least monthly in 2013.The number of users grew by 46% in 2013.

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INDIASocial

13-15 5% 16-17 8%18-24 48% 25-34 28%35-44 7%45-54 3%55+ 2% 28% 73%

The United States is the only country that has more Facebook users than India, and it has the largest number of Facebook users of any developing country in the world. One major catalyst has been the growing number of mobile and smartphone connections, especially in rural areas, that has made Facebook accessible to a larger audience.

Facebook Users

1. Facebook2. Youtube3. Blogspot.in4. LinkedIn5. Wordpress

Top Social Sites Visited

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IndiaMobile

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Key Mobile Activities

70% browsed the Internet

68% took a photo or video

68% listened to music

67% sent or read email

62% accessed a social network

INDIAMobile

14% of mobile phone users are smartphone users, estimated to grow to 25% by 2015.

32%

Series 40

21%

Android

16%

Samsung

14%

SymbianOS

43% of the population may seem small, but considering India’s population size and the fact that its Internet penetration was only 13.2%, this is a significant number. In fact, more of the population has access to a smartphone than to the Internet from a desktop – the accessibility of mobile technology has helped bridge the divide in India that the country’s landmass has created.

Mobile Operating System Share

43% of the population are mobile phone users.

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INDIAMobile

12-15 11% 16-19 11%20-29 24% 30-39 20%40-54 16%55+ 16% 47% 53%

Mobile Phone Owners SocioEconomic Status: Upper/Upper Middle Class31.4%

Middle Class22.6%

Working Class46%

India’s smartphone audience more than doubled in 2012 but is still relatively tiny, as one would expect in a country where only a minority have significant disposable income. According to Nielsen, just 14% of mobile subscribers ages 16 and older had a smartphone in the first half of 2013.

Expenditure on mobile search and display ads (excluding message-based

formats) is expected to be just $19.0 million in 2013 but will likely exceed

$191 million in 2017.

2010

2012

2011

2013

2014

$109

$142

$191

$421

$526

Digital Ad Spend in US$ Millions.

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IndiaEcommerce

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INDIAEcommerce

Due to more secure options of payment such as Cash on Delivery, consumers in India are gaining trust in online purchasing. Common among all leading internet retailers was the idea of one-stop shopping; large product ranges in a single website as opposed to single brick and mortar stores. 1. Dell India Pvt Ltd

2. Myntra.com3. Future Value Retail Ltd4. Rediff.com India Ltd5. Jabong.com

Top Internet Commerce Sites

Indian’s spent $2.98 Billion dollars shopping online in 2013.

In 2012, Internet retailing showed a growth in current value of 30%.

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INDIAEcommerce

Jabong.com with its card payment facility for cash on delivery will be the strongest operator in the forecast period. Between January to August 2012, the company gave tough competition to market leaders like Flipkart and Myntra in terms of visitors. With its super-fast delivery system and extremely varied products Jabong will witness the strongest sales in 2012-2017. 18%

Consumer Electronics

15%

Apparel

14%

Media Products

2%

Consumer Appliances

Total Retail Internet Retail Value in 2012

1%

Consumer Healthcare

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