Insights on Indian consumer and emerging media landscape

Media Landscape of India

• India.

• Indian consumers.

• Emerging media landscape.

1/3/2013 Vinish joshi@yahoo.com

India Vinish joshi@yahoo.com
1/3/2013

1.22
Billion
 17.5 % of world’s population
 65% below age of 35 Years
Source: Census

339
Million
Source: Census

URBAN POPULATION > POPULATION OF USA
81 million is SEC AB population in India ( equivalent to population of Germany)

Source: :IRS

State with Lowest Population
Sikkim - .60mn
State with Highest Population: About the size of
Uttar Pradesh – 190 mn Denmark
Larger than UK, France &
Spain together

District with Highest Population
Greater Bombay – 14.1 mn
Larger than Zimbabwe,
Cuba or Greece

The area of 3,287,240 sq. km consists
of 28 states & 7 union territories and
610 districts
Source: Census

KOLKATA
23 official • Bengali (86%)
languages • Hindi (13%)
MUMBAI 2000 distinct
• Marathi (48%) dialects
• Hindi (16%)
• Gujarati (14%)
HYDERABAD
• Telugu (84%)
• Hindi (3%)
BANGALORE
• Kannada (58%)
• Tamil (14%)
• Telugu (11%) CHENNAI
•Tamil (80%)
•Telugu (9%)
South Africa is second with eleven
official languages

One Seventeen
Language Languages


Largest
Democracy

Domestically
driven
Third largest
economy
Economy in
( Consumption
expenditure 78% of terms of PPP
GDP)

I am India
( One of the oldest civilizations
known to mankind)
Largest
Third fastest
English
growing
speaking
economy
nation
Largest
Population of
Adolescents
( 243 million in age
10-19 Y)


India beyond numbers Vinish joshi@yahoo.com
1/3/2013


• India.

• Indian consumers


Unveil the Indian consumer

BELIEF BEHAVIOR BUYING
BELIEF

WHY HOW WHAT
SUBJECTIVE OBJECTIVE OBJECTIVE


The
subjective
lens

BELIEF

9/11
September 11th ?

9th November ?

Uncanny Indian Consumer

Understand the Observe the
differences paradigms

Vinish joshi@yahoo.com

The Indian Street 1/3/2013 The
subjective
lens

Maze but
everyone eventually finds their
way.

ADJUST

The

The Indian Food 1/3/2013
subjective
lens

Similar plate but
mixed differently.

What goes in the
mouth is unique &
customized

UNIQUE


The Indian bazaar 1/3/2013 The
subjective
lens

Highly inefficient but
extremely effective.

CUSTOMIZATION

Vinish The
joshi@yahoo.com

The Science Fiction Hero 1/3/2013
subjective
lens

People are integral
part of any story
line.

Even Robot is
emotional in India.

FAMILY MAN


Products/Services 1/3/2013 The
subjective
lens

Desire to EXTRACT maximum
value from any product or
service

PAISA VASOOL

The
subjective
lens

YEARNING FOR
INDIVIDUALIZATION

BEHAVIOR BUYING

The objective
lens


The
objective
lens

CONSUMER SPENDING TO
GDP GROW 4X

$ 1.85 $ 3.6
TRILLION TRILLION BY 2020

Source: Nielsen

The
objective
lens

OVER FMCG IN MODERN TRADE

40 $5
MILLION INDIANS SHOP AT BILLION BY 2015
MODERN TRADE

Source: Nielsen

The
objective
lens

TENTH LARGEST BY
NOMINAL GDP
$ 165
SECOND LARGEST LABOUR
BILLION FMCG MARKET BY FORCE
2025 (488 MILLION)

Source: Nielsen

The
objective
lens

5th largest bus & truck market
Largest three wheeler in the world
market in the world
7th largest passenger car
2nd largest two wheeler market in Asia & 10th Largest
market in the world in the world

5th largest commercial 4th largest tractor market in
vehicle market in the world the world

Source: Auto Serve 2012


• India.

• Indian consumers



Outlook: Television
Market Size

60% TV reach and
advertising
estimated to grow
by CAGR of 14.5%
to $ 4.4 billion in
2015
Source: PWC

148 million TV Hh’s
Challenge & 42 million Digital TV Hh’s Opportunity

Increasingly Regionalization,
fragmented Source:TAM Media Research engaging quality
viewing with 690 content (HD) &
TV channels distribution of
content (DTH)


Outlook: Print
Market Size

28% Reach and
advertising
estimated to grow
by CAGR OF 11.7%
to $ 4.3 billion in
2015
Source: PWC

335 million Print readers
& 78,233 publications. Opportunity
Challenge
Hyper
Decline in Reach Localization and
and Time Spent on-ground / cross
media tie-ups


Outlook: Radio
Market Size

15% reach and
estimated to grow
by CAGR OF 19.2%
to $ 0.58 billion in
2015
Source: PWC

Challenge
181 million Radio listeners Opportunity
Differentiation of
content and Innovations,
channel offerings ( Integrations and
366 channels) along localized on-ground
with activations
comprehensive
measurement


Outlook: OOH
Market Size

Estimated to grow
by CAGR OF 11.4%
2015

Source: PWC

Challenge Opportunity

Monitoring & Innovative &
Measurement Digital Formats
Mechanism


Outlook :Online
Market Size

11% reach and
Source: Nielsen Source: Nielsen
estimated to grow
by CAGR OF 25.5%
2015
Source: PWC

Challenge 137 million Internet users
(Third largest Internet market & 5th largest online video Opportunity
market worldwide)
 Engagement
Matrix Source: Comscore
 Curating
 Merging offline  Video
& online  Social
strategies


42% of Urban population
Source:

OVER OVER

950 44
MILLION MOBILE MILLION URBAN
SUBSCRIBERS SMARTPHONE USERS

Over 25 million smartphone holders in India access internet on their
phones
Source: TRAI &Nielsen

13% of Urban population
1/3/2013 54% of SEC AB
Source:

Outlook :PR

Market Size
Source: Nielsen Source: Nielsen

$ 140 million

Source: MSL Group

Opportunity
Challenge
 Traditional PR to
 Performance integrated
measurement strategic
communication


Insights on Indian consumer and emerging media landscape

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