Digital 2015 India (August 2015)

We Are Social wearesocial.sg • @wearesocialsg
DIGITAL STATSHOT
SIMON KEMP • WE ARE SOCIAL
KEY STATISTICAL INDICATORS FOR INTERNET, MOBILE,
AND SOCIAL MEDIA USAGE IN INDIA IN AUGUST 2015
we
are
social
INDIA

ACTIVE
INTERNET USERS
TOTAL
POPULATION
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
FIGURE REPRESENTS INDIVIDUALS
WITH AN ACTIVE MOBILE
SUBSCRIPTION / CONNECTION
FIGURE REPRESENTS ACTIVE USER
ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACH
COUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS ACTIVE USER
ACCOUNTS ON THE MOST ACTIVE
SOCIAL PLATFORM IN EACH
COUNTRY, NOT UNIQUE USERS
FIGURE REPRESENTS TOTAL GLOBAL
POPULATION, INCLUDING CHILDREN
FIGURE INCLUDES ACCESS VIA
FIXED AND MOBILE CONNECTIONS
MILLION MILLION MILLION MILLION MILLION
DIGITAL IN INDIA
350 97134 5901,285
AUG
2015
URBANISATION: 31% PENETRATION: 27% PENETRATION: 10% PENETRATION: 46% PENETRATION: 8%
• Sources: Worldometers, United Nations, IAMAI, Facebook, Cisco

AUG
2015 DIGITAL GROWTH TRENDS
GROWTH IN THE
NUMBER OF ACTIVE
INTERNET USERS
GROWTH IN THE
NUMBER OF ACTIVE
SOCIAL MEDIA USERS
GROWTH IN THE
NUMBER OF MOBILE
SUBSCRIPTIONS
GROWTH IN THE
NUMBER OF ACTIVE
MOBILE SOCIAL USERS
GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
JUL 2014 – AUG 2015 JUL 2014 – AUG 2015 JUL 2014 – AUG 2015 JUL 2014 – AUG 2015
NOTE THAT THIS FIGURE REPRESENTS MOBILE
SUBSCRIPTIONS, NOT UNIQUE USERS
+44% +26% +13% +5%
+107 MILLION +28 MILLION +110 MILLION +5 MILLION
• Sources: IAMAI, Facebook, TRAI, GSMA Intelligence

AUG
2015 TIME SPENT WITH MEDIA
SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY
AVERAGE DAILY USE
OF THE INTERNET
VIA A PC OR TABLET
(INTERNET USERS)
AVERAGE DAILY USE
OF THE INTERNET VIA A
MOBILE PHONE (MOBILE
INTERNET USERS)
AVERAGE DAILY USE
OF SOCIAL MEDIA
VIA ANY DEVICE
(SOCIAL MEDIA USERS)
AVERAGE DAILY
TELEVISION VIEWING
TIME (INTERNET USERS
WHO WATCH TV)
NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE WHO USE EACH MEDIUM, AND DO NOT FACTOR NON-USERS
4H 43M 3H 17M 2H 36M 2H 04M
• Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64

INTERNET IN INDIA

AUG
2015 INTERNET USE
TOTAL NUMBER
OF ACTIVE
INTERNET USERS
INTERNET USERS AS A
PERCENTAGE OF THE
TOTAL POPULATION
TOTAL NUMBER
OF ACTIVE MOBILE
INTERNET USERS
MOBILE INTERNET USERS AS
A PERCENTAGE OF THE
TOTAL POPULATION
# #
350 M 27% 159 M 12%
• Sources: IAMAI; Worldometers for population data

INTERNET USE BY DEVICE
AUG
2015
INTERNET USERS:
ALL DEVICES
INTERNET USERS:
MOBILE DEVICES
350
MILLION
159
MILLION
VS
45% OF ALL
INTERNET USERS
27% OF THE TOTAL
TOTAL POPULATION

AUG
2015 INTERNET USE: RURAL vs. URBAN
ACTIVE INTERNET
USERS LIVING IN
URBAN AREAS
INTERNET PENETRATION
AMONGST THE
URBAN POPULATION
ACTIVE INTERNET
USERS LIVING IN
RURAL AREAS
INTERNET PENETRATION
AMONGST THE
RURAL POPULATION
COMPARING ACTIVE INTERNET USAGE: PEOPLE LIVING IN CITIES vs. RURAL POPULATIONS
# #
289 M 76% 61 M 7%

AUG
2015 SHARE OF WEB TRAFFIC
SHARE OF WEB
PAGES SERVED:
MOBILE PHONES
SHARE OF WEB
PAGES SERVED:
LAPTOPS & DESKTOPS
SHARE OF WEB
PAGES SERVED:
TABLETS
BASED ON EACH DEVICE’S SHARE OF THE TOTAL WEB PAGES SERVED TO WEB BROWSERS
YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR:
66% 33% 1%
-6% +17% -15%
• Source: StatCounter, August 2015

AVERAGE CONNECTION SPEEDS
AUG
2015
• Source: Akamai State of the Internet Report
FIXED INTERNET
CONNECTIONS
MOBILE INTERNET
CONNECTIONS
2.8
MBPS
VS
19% OF MOBILE CONNECTIONS
ARE ‘BROADBAND’ (4MBPS+)
2.3
MBPS
10% OF FIXED CONNECTIONS
ARE ‘BROADBAND’ (4MBPS+)

SOCIAL MEDIA IN INDIA

AUG
2015 SOCIAL MEDIA USE
##
BASED ON MONTHLY ACTIVE USER NUMBERS REPORTED BY THE COUNTRY’S MOST ACTIVE SOCIAL NETWORK
TOTAL NUMBER
OF ACTIVE SOCIAL
MEDIA USERS
ACTIVE SOCIAL USERS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER OF
ACTIVE SOCIAL USERS
ACCESSING VIA MOBILE
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTAL POPULATION
134 M 10% 97 M 8%
• Sources: Facebook; Worldometers for population data

SOCIAL USE: USER REPORTED
AUG
2015
PERCENTAGE OF INTERNET USERS WHO CLAIM TO HAVE USED EACH PLATFORM IN THE PAST MONTH
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
53%!
44%!
40%!
34%!
29%!
19%!
18%!
17%!
12%!
11%!
FACEBOOK
WHATSAPP
GOOGLE+
TWITTER
LINKEDIN
INSTAGRAM
WECHAT
PINTEREST
TUMBLR
SNAPCHAT

FACEBOOK USE: AGE & GENDER
AUG
2015 BASED ON THE NUMBER OF ACTIVE USER ACCOUNTS, IN MILLIONS
MALE
FEMALE
AGE GROUP ACCOUNTS MALE FEMALE
TOTAL INDIA 134 M 76% 24%
13 – 19 YEARS 35.0 M 75% 25%
20 – 29 YEARS 68.0 M 76% 24%
30 – 39 YEARS 20.0 M 78% 22%
40 – 49 YEARS 6.7 M 78% 22%
50 – 59 YEARS 2.5 M 74% 26%
60+ YEARS 1.5 M 77% 23%
26!
51!
16!
5.2! 1.9! 1.2!
8.7!
16!
4.4! 1.5! 0.68! 0.36!
13-19 20-29 30-39 40-49 50-59 60+

FACEBOOK USAGE BY DEVICE
MAR
2015 BASED ON THE NUMBER OF ACTIVE USER ACCOUNTS ACCESSING VIA EACH DEVICE, IN MILLIONS
68 M!
13 M! 6 M!
21 M!
4.1 M! 2.2 M!
SMARTPHONE FEATURE PHONE TABLET
MALE
FEMALE
67% OF MALE
FACEBOOK USERS
IN INDIA ACCESS
VIA SMARTPHONES
66% OF FEMALE
FACEBOOK USERS
IN INDIA ACCESS
VIA SMARTPHONES
13% OF MALE
FACEBOOK USERS IN
INDIA ACCESS VIA
FEATURE PHONES
13% OF FEMALE
FACEBOOK USERS IN
INDIA ACCESS VIA
FEATURE PHONES
6% OF MALE
FACEBOOK USERS
IN INDIA ACCESS
VIA TABLET DEVICES
7% OF FEMALE
FACEBOOK USERS
IN INDIA ACCESS
VIA TABLET DEVICES

MOBILE IN INDIA

AUG
2015 SUBSCRIPTIONS vs. USERS
TOTAL NUMBER
OF MOBILE
SUBSCRIPTIONS
NUMBER OF
UNIQUE MOBILE
SUBSCRIBERS
AVERAGE NUMBER OF
SUBSCRIPTIONS PER
UNIQUE MOBILE USER
# #
590 M 976 M 1.65
• Sources: Cisco, TRAI

AUG
2015
MOBILE SUBSCRIPTIONS
AS A PERCENTAGE OF
THE TOTAL POPULATION
TOTAL NUMBER
OF MOBILE
SUBSCRIPTIONS
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G & 4G)
MOBILE PHONES
#
BASED ON THE NUMBER OF CELLULAR SUBSCRIPTIONS / CONNECTIONS (NOT UNIQUE USERS)
76% 11%95% 5%976 M

ROUGHLY 1 IN 7 PEOPLE IN INDIA
LIVE IN AREAS WITHOUT ANY
CELLULAR PHONE RECEPTION
• Source: GSMA Intelligence

AUG
2015 MOBILE USE: RURAL vs. URBAN
COMPARING MOBILE SUBSCRIPTIONS: PEOPLE LIVING IN CITIES vs. RURAL POPULATIONS
MOBILE
SUBSCRIPTIONS IN
URBAN AREAS
IN URBAN AREAS vs.
URBAN POPULATION
MOBILE
SUBSCRIPTIONS IN
RURAL AREAS
IN RURAL AREAS vs.
RURAL POPULATION
# #
• Sources: TRAI; Worldometers for population data
559 M 147% 417 M 46%

MOBILE SHARE BY DEVICE TYPE
AUG
2015
• Sources: IDC, Cisco
SHARE OF NEW MOBILE PHONE
HANDSETS SALES IN Q2 2015
SHARE OF MOBILE DEVICES
IN USE IN Q1 2015
45% 55% 24% 76%
SMART
PHONES
FEATURE
PHONES
SMART
PHONES
FEATURE
PHONES

AUG
2015 REGULAR MOBILE ACTIVITIES
UPLOADED
PHOTOS
USED A SOCIAL
NETWORKING SERVICE
WATCHED A
VIDEO CLIP
PURCHASED
AN ITEM ONLINE
MADE A VOIP /
ONLINE PHONE CALL
FIGURES REPRESENT THE PERCENTAGE OF THE TOTAL POPULATION THAT PARTICIPATED
IN EACH ACTIVITY VIA A MOBILE DEVICE IN THE MOST RECENT 30-DAY REPORTING PERIOD
12% 11%12% 11%13%

E-COMMERCE IN INDIA

AUG
2015 E-COMMERCE BY DEVICE
PERCENTAGE OF THE
POPULATION WHO USED A PC
TO RESEARCH A PRODUCT TO
BUY LAST MONTH
PERCENTAGE OF THE
POPULATION WHO BOUGHT
SOMETHING ONLINE
VIA A PC LAST MONTH
PERCENTAGE OF THE
POPULATION WHO USED A
MOBILE PHONE TO RESEARCH A
PRODUCT TO BUY LAST MONTH
PERCENTAGE OF THE
POPULATION WHO BOUGHT
SOMETHING ONLINE VIA A
MOBILE PHONE LAST MONTH
14% 17% 10% 11%

INDIA’S E-COMMERCE MARKET WAS
WORTH US$12.5 BILLION IN 2014
(INR 81.5 BILLION) – LESS THAN 3%
OF CHINA’S E-COMMERCE MARKET
• Sources: IAMAI; National Bureau of Statistics of China

SPECIAL THANKS
We’d like to oﬀer our thanks to GlobalWebIndex for providing their valuable
data and support in the development of this report. GlobalWebIndex is the
world’s largest market research study on the digital consumer, spanning 37
countries, 4,500 data points, and conducting ﬁeldwork 4 times a year:
90% GLOBAL
COVERAGE
37 MARKETS & 200,000
INTERVIEWS PER YEAR
QUARTERLY DATA
COLLECTION
TOTAL DEVICE
COVERAGE
Find out more: http://www.globalwebindex.net/
Please note that certain elements of this report are protected by Copyright © Trendstream Limited 2015: The GlobalWebIndex (GWI) data
featured in this report - identified in each case by a citation to GlobalWebIndex in the footnote of the relevant slide(s) - is protected by
copyright, and is used by permission of Trendstream Limited. All rights to this data, including copyright, remain with Trendstream Limited, and
by accessing this report, you agree that you may only use this data for your own personal, non-commercial use, and that you will not use the
data for any other purpose whatsoever without an appropriate licence from, or the prior written permission of, Trendstream Limited.

SPECIAL THANKS
We’d also like to oﬀer our thanks to the following data partners
for providing much of the valuable data included in this report:
STATCOUNTER!
GSMA
INTELLIGENCE!
AKAMAI
TECHNOLOGIES!
ERICSSON
MOBILITY!

SOURCES USED IN THIS REPORT
Population data
Latest reported country population from Worldometers, correct as at August 2015. Urbanisation
data from United Nations, as cited by Wikipedia, correct as at August 2015
Internet user data
Latest available data from the Internet and Mobile Association of India (Aug 2015); data
extrapolated from GlobalWebIndex (Q2 2015); StatCounter (Aug 2015); Telecom Regulatory
Authority of India; Akamai’s State of the Internet report (Q2 2015).
Social media active account data
Latest reported monthly active user data as reported by Facebook, correct as at August 2015;
data extrapolated from GlobalWebIndex (Q2 2015).
Mobile phone connections and user data
Telecom Regulatory Authority of India (Aug 2015); Cisco, as cited in the Economic Times (Feb
2015); GSMA Intelligence (Q2 2015); Ericsson Mobility Report (Jun 2015); data extrapolated
from GlobalWebIndex (Q2 2015); Akamai’s State of the Internet report (Q2 2015);
Icons and graphics
Special thanks to TheNounProject.com for inspiring many of the icons in this report.

WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS
CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE
BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.
WE CALL THIS SOCIAL THINKING.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

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Are Social Ltd (“We Are Social”) for
informational purposes only, and relies
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