we are social's guide to social, digital, and mobile in india, dec 2011

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INDIA SOCIAL, DIGITAL AND MOBILE IN DECEMBER 2011 we are social

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This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in India. You can find more of these Asia reports at http://wearesocial.sg

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Page 1: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

INDIA�SOCIAL, DIGITAL�AND MOBILE IN�

DECEMBER 2011 �we are social�

Page 2: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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FOR MORE INFO ON THIS REPORT, PLEASE �CONTACT SIMON KEMP AT WE ARE SOCIAL:�

[email protected]

@WEARESOCIALSG �

+65 9146 5356 �

DJESKI�

HTTP://WEARESOCIAL.SG �

Page 3: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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INDIA�

38,045,000 �

858,370,000 �MOBILE SUBSCRIBERS�

100,000,000 �INTERNET USERS�

1,210,193,422 �TOTAL POPULATION�

INTERNET PENETRATION�

MOBILE PENETRATION�

8 %�

3 %�

71 %�

USERS ON TOP SOCIAL NETWORK� SOCIAL NETWORK PENETRATION�

8 %�

3 %�

URBAN�

29%� 71% �

RURAL �

SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �

Page 4: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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50%�OF THE INDIAN POPULATION�

IS BELOW THE AGE OF 25 �

SOURCE: INDIA CENSUS 2011 �

Page 5: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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72%�OF INDIA’S POPULATION�

STILL LIVE IN RURAL AREAS �

SOURCE: INDIA CENSUS 2011 �

Page 6: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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MORE PEOPLE LIVE IN RURAL INDIA�THAN LIVE IN THE WHOLE OF THE USA�

AND WESTERN EUROPE COMBINED �

SOURCE: INDIA CENSUS 2011 DATA COMPARED TO UN DATA�

(! )!

Page 7: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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25%�

GROWTH IN THE �NUMBER OF INTERNET USERS �

IN INDIA OVER THE PAST 12 MONTHS: �

SOURCE: INTERNET WORLD STATS �

Page 8: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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20,000,000 �PEOPLE IN INDIA USE �

THE INTERNET EACH DAY �

SOURCE: TECHONZO, AS CITED IN PENN OLSON�

Page 9: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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2%�OF RURAL INDIANS�USE THE INTERNET�

…BUT ONLY �

SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA�

Page 10: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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59%�OF INDIA’S INTERNET USERS ONLY EVER �

ACCESS THE INTERNET VIA MOBILE DEVICES�

SOURCE: MOBITHINKING �

Page 11: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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26 MINUTES �ONLINE EACH DAY �

THE AVERAGE INTERNET�USER IN INDIA SPENDS�

SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA�

Page 12: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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70%�OF INDIA’S INTERNET�

USERS ARE MALE �

SOURCE: TECHONZO, AS CITED IN PENN OLSON�

Page 13: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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8,000 �INTERNET CAFÉS ACROSS INDIA�

THERE ARE AROUND �

SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011 �

Page 14: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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60%�OF INDIAN INTERNET�

USERS STILL USE WEB CAFÉS�

SOURCE: BUDDE COMM, AS CITED IN INTERNET WORLD STATS �

Page 15: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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18%�OF INDIA’S RURAL INTERNET�

USERS HAVE TO WALK MORE THAN�

SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA, APRIL 2011 �

10KM �TO ACCESS THE INTERNET�

Page 16: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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?�31%�OF THOSE LIVING IN RURAL PARTS OF�

INDIA HAVE NEVER HEARD OF THE INTERNET�

SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA, APRIL 2011 �

Page 17: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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THAT EQUATES �TO MORE PEOPLE �THAN THE TOTAL �POPULATION OF�

BRAZIL �

SOURCE: UN DATA�

(! )!

Page 18: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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70%�OF INDIAN INTERNET USERS �

WATCH ONLINE VIDEOS�

SOURCE: COMSCORE �

Page 19: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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13,000,000 �INDIANS ARE REGISTERED ON�MATRIMONIAL DATING SITES�

SOURCE: TECHONZO, AS CITED IN PENN OLSON�

Page 20: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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3 HOURS�ON SOCIAL MEDIA�

SITES EACH MONTH �

INDIAN NETIZENS SPEND �AN AVERAGE OF�

SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA�

Page 21: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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SOCIAL NETWORK USER NUMBERS IN INDIA:�

SOURCE: TECHONZO, AS CITED IN PENN OLSON�

FACEBOOK�

38M �TWITTER �

13M�ORKUT�

28M �LINKEDIN �

13M�

Page 22: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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37%�IN THE PAST 6 MONTHS �

THE NUMBER OF FACEBOOK�USERS IN INDIA HAS GROWN BY �

SOURCE: SOCIALBAKERS�

Page 23: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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FACEBOOK DEMOGRAPHICS IN INDIA�

SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �

MALE:�72%�

FEMALE:�28%�

18-24:�48%�

13-17:�13%�

25-34:�28%�

35--44:�7%�

45-54:�3%�

55-64:�3%� 65+:�

1%�

Page 24: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �we are social�

# � BRAND PAGE � LIKES� GROWTH �1 � TATA DOCOMO � 4,496,772 � 23.69%�2 � KINGFISHER � 2,594,325 � 9.71%�3 � VODAFONE ZOOZOOS� 2,494,963 � 2.95%�4 � MUMBAI INDIANS� 2,287,797 � 4.51%�5 � FASTRACK� 2,248,214 � 7.45%�6 � AXE ANGELS CLUB� 2,015,746 � 0.54%�7 � PEPSI INDIA� 1,728,412 � 3.19%�8 � SHOPPERS STOP � 1,613,342 � 11.86%�9 � NIKE CRICKET� 1,545,628 � 0.95%�10 � PLAYUP CRICKET� 1,426,142 � 28.29%�

TOP FACEBOOK PAGES IN INDIA�

Page 25: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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GAMES ARE THE MOST POPULAR �ACTIVITY ON FACEBOOK IN INDIA�

SOURCE: PENN OLSON�

Page 26: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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12,838,000 �NUMBER OF LINKEDIN USERS IN INDIA:�

SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011 �

Page 27: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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INDIA HAS THE SECOND �HIGHEST BASE OF LINKEDIN�

USERS IN THE WORLD �

SOURCE: SOCIALBAKERS�

Page 28: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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TWO THIRDS �OF INDIAN INTERNET USERS CHECK�

ONLINE REVIEWS BEFORE BUYING PRODUCTS�

SOURCE: TECHONZO, AS CITED IN PENN OLSON�

Page 29: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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US$ 10 BILLION�ESTIMATED VALUE OF E-COMMERCE IN INDIA IN 2011: �

SOURCE: PENN OLSON�

Page 30: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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US$ 100 �PER INTERNET USER �

THAT EQUATES TO AROUND �

SOURCE: BASED ON DATA FROM PENN OLSON AND INTERNET WORLD STATS �

Page 31: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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67%�OF INDIAN E-COMMERCE �

COMES FROM MOBILE DEVICES�

SOURCE: GOOGLE, AS CITED IN THE NEXT WEB�

Page 32: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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40%�OF GOOGLE SEARCHES IN INDIA�

ARE CONDUCTED ON MOBILE PHONES�

SOURCE: GOOGLE, AS CITED IN THE NEXT WEB�

Page 33: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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34%�

THE NUMBER OF�MOBILE SUBSCRIBERS IN�

INDIA IS GROWING AT AN ANNUAL RATE OF�

SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011 �

Page 34: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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290,000,000 �MOBILE SUBSCRIBERS IN�RURAL AREAS OF INDIA�

THERE ARE ROUGHLY �

SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011 �

Page 35: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

we are social� SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011; TAM MEDIA RESEARCH, 2011 �

71% � 61% �PENETRATION OF MOBILE SUBSCRIPTIONS IN INDIA: �

PENETRATION OF TV�IN INDIAN HOUSEHOLDS: �VS�

Page 36: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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200,000,000 �NEW MOBILE SUBSCRIBERS IN INDIA THIS YEAR �

GROWTH RATES INDICATE THERE WILL BE ROUGHLY �

SOURCE: BASED ON DATA FROM THE TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011 �

Page 37: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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THAT’S LIKE ADDING THE TOTAL �POPULATION OF RUSSIA�

SOURCE: UN DATA�

(! )!

Page 38: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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346,670,000 �MOBILE DATA SUBSCRIBERS�

IN INDIA IN JUNE 2011 �

THERE WERE �

SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011 �

Page 39: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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THAT’S MORE THAN�THE ENTIRE POPULATION�OF THE UNITED STATES �

SOURCE: UN DATA�

(! )!

Page 40: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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13 BILLION�ADVERTS ARE SERVED TO MOBILE �DEVICES IN INDIA EVERY MONTH �

SOURCE: BASED ON DATA FROM INMOBI AND BUZZCITY �

Page 41: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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5,000 �AD IMPRESSIONS�EVERY SECOND �

THAT’S MORE THAN�

SOURCE: BASED ON DATA FROM INMOBI AND BUZZCITY �

(! )!

Page 42: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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$ �US$ 3.6 BILLION�ESTIMATED VALUE OF THE INDIAN MOBILE �

VALUE-ADDED SERVICES INDUSTRY IN 2011:�

SOURCE: DELOITTE �

Page 43: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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$ �US$ 4.20 �PER SUBSCRIBER �

THAT EQUATES TO ROUGHLY �

SOURCE: BASED ON DATA FROM DELOITTE AND WIKIPEDIA�

Page 44: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG �

Page 45: We Are Social's Guide to Social, Digital, and Mobile in India, Dec 2011

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SIMON KEMP �MANAGING DIRECTOR �

@ESKIMON�[email protected]

HTTP://WEARESOCIAL.SG �

LAM CAI YU�ACCOUNT EXECUTIVE �@HICAIS�[email protected] �HTTP://WEARESOCIAL.SG �