The Indian market is changing fast. Internet growth is mainstreaming among the young population of India and the mobile access is growing in leaps and bounds. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. More and More people are going online in India, with more than 200 Million people connected as on December 2013, digital content that they use is playing an ever-growing role in their lives. The focus of this presentation is to give a statistical overview of this market and is a compilation of proprietary data and a lot of research reports on the market. It gives a sense of scale India has seen so far and gives a sense of direction of the scale of what is coming.
2. Destination: INDIA
Population
Density
Opportunity
Connectivity
1.2 Billion+
22 Scheduled
Languages
Biggest Mid Income
group in the world
Over 900 Million Mobile
phone connections
!
!
!
In addition to:
English
Hindi
Over 150 Million Mid
Income house holds
Over 130 Million Smart
Phone
!
!
Growing consumption
from Tier 2 & Tier 3 cities
Over 200 Million
Internet Users
In numbers
!
Male: 650 Million
Female: 580 Million
!
52% of population below
25 years of age
Diversity
!
1700 plus dialects
Story told by IDEATELABS
Middle Class
Technology
3. 1,283,810,000
TOTAL POPULATION
1 / 120
TABLET USERS
1 / 10
MOBILE INTERNET USERS
1 / 13
SOCIAL MEDIA USERS
1/6
INTERNET USERS
Figures as on December 2013
Source: BI Intelligence, IAMAI, Neilsen
Story told by IDEATELABS
5. A new Consumer has emerged:
USER 3.0
SEARCH
SURF
SHARE
Avid Searchers who use Web + Mobile
to instantly research a product or
Service anywhere, anytime.
They form impressions about brands /
issues after seeing news / content / ads
& Reviews on the same by others.
Avid Social Media Consumers who
actively SEEK & SHARE experiences with
thousands of others in an instant.
Story told by IDEATELABS
6. Indian Online Population grows steadily
73.9 Million Indians Surfed the Web via a Home or Work Computer
Growth Over 1 Year
+31%
Total Unique Visitors (000)
56,318
March 2012
Story told by IDEATELABS
73,872
March 2013
Source: comScore Media Metrix, March 2012 to March 2013
7. 205 Million
INDIAN INTERNET USERS
350 Million
Story told by IDEATELABS
BY 2015
Figures as on December 2013
Source: IAMAI
8. 39%
Story told by IDEATELABS
61%
Figures as on December 2013
Source: IAMAI
9. 137 Million
URBAN
Story told by IDEATELABS
68 Million
RURAL
58%
YoY
Growth
Figures as on December 2013
Source: IAMAI
10. IN 5 YEARS
INDIA’s RURAL MARKET
WILL BE
2X BIGGER
THAN
INDIA’s URBAN MARKET TODAY
Story told by IDEATELABS
11. India’s Online Population Skews Significantly Younger Than
Other BRIC Countries with 75% Under the Age of 35
% of Population
WW
China
26%
28%
India
Russia
Brazil
26%
20%
31%
36%
25%
30%
24%
39%
31%
30%
Persons: 25-34
Persons: 45-54
Persons: 55+
13%
10%
16%
22%
Persons: 15-24
Story told by IDEATELABS
14%
20%
7%
6% 3%
15%
7%
12%
8%
Persons: 35-44
Source: Comscore
12. 21 Million
USERS VISIT ONLINE SITES / SOCIAL MEDIA
TO FIND THEIR PARTNERS
Story told by IDEATELABS
Source: IAMAI
15. Fastest Growing Web Categories in India
Blogs Category Showed Phenomenal Growth, Adding 11.6m New Users
7,221
Total Unique Visitors (000)
Apparel
85% YOY
13,390
7,339
Comparison Shopping
52% YOY
11,141
24,278
Blogs
35,906
8,109
Financial
Information / Advice
Story told by IDEATELABS
48% YOY
43% YOY
11,571
Mar-12
Mar-13
Source: Comscore
16. Social Networking Continues to Grow in India
Facebook Leads the Charge
86%!
Indian Web Users Visit a Social
Networking Site
27%
Increase in Indian Online Video Audience
in the last 12 months
28%
Increase in Facebook Visitors in the last
12 months
59,642,000
217
Users visited Facebook on their PC’s
Mins Spent on FB by an Avg User
Story told by IDEATELABS
Source: Comscore
17. UNIQUE SEARCHERS IN INDIA GREW BY 28%
INDIA IS NOW THE FOURTH LARGEST AUDIENCE OF SEARCHERS IN THE
WORLD AFTER CHINA,US AND JAPAN
Advertisers ran online ad campaigns in September 2013
3900+
395
Advertisers ran online ad
campaigns in September 2013
Average no of display ads an
Indian is exposed to
Story told by IDEATELABS
Source: Neilsen, IAMAI
18. Google Accounts for 90% of the Search Volumes
Average of 33.5 Minutes Spent on These Sites
Key Search Statistics in India
67.5 million unique searchers
6.4 billion searches
7.6 billion search result pages
1.6 billion search visits
Story told by IDEATELABS
90%
Google
Yahoo
Ask
Facebook
All others
20. 81%
10%
9%
of India uses a
Mobile Phone
of India uses a
Smart Phone
of India uses a
Multimedia Phone
Story told by IDEATELABS
Source: Neilsen
21. Mobile Internet Users in India
85 Million
URBAN
Story told by IDEATELABS
25 Million
RURAL
Source: Neilsen 2013
22. Almost Half the Mobile Internet Users are less than 25
48%
<18 yrs
Story told by IDEATELABS
18-24 yrs
25-30 yrs
31-35 yrs
36-41 yrs
41+ yrs
Source: Neilsen
23. Devices
Connectivity
Usage
Story told by IDEATELABS
431 Million
INTERNET CAPABLE PHONES
156 Million
MOBILE INTERNET CONNECTIONS
110 Million
ACTIVE USERS
Figures as on December 2013
Source: IAMAI, Economic Times, COAI
24. No. of Smartphone users in India (Mn)
382
171
3G Subscriptions in India (Mn)
2016
116
2015
67
2014
29
2013
2012
AG
C
91%
R=
266
Source: IDC, Avendus Estimates
173
Source: Telecom Companies Annual Reports, Avendus Analysis
2016
2015
2013
2012
2014
56
23
Story told by IDEATELABS
88
25. What do they do on Mobile?
Year-On-Year growth of app usage by category
Messaging and Social
203%
Utilities and Productivity
149%
Overall App Usage
115%
Music, Media & Entertainment
78%
Lifestyle and Shopping
77%
Games
Sports, Health & Fitness
66%
49%
News & Magazines 31%
Story told by IDEATELABS
Source: Flurry Analytics
26. Tablet Ownership
Tablet Unit Sales in India
3%
Already Own
11%
Intend to buy in 3 months
Story told by IDEATELABS
1.9
MILLION
427%
51% SPEND MORE THAN 2 HOURS A DAY
Source: MAIT 2013, CMR (India Tablets Consumer Usage & Adoption Trends 2013)
27. SMART PHONE USERS
SEARCHING FOR LOCAL
INFORMATION VIA THEIR
PHONES
SMART PHONE USERS
RESEARCHING
PRODUCTS VIA THEIR
PHONES
SMART PHONE USERS
WHO HAVE MADE A
PURCHASE VIA THEIR
PHONES
95%
91%
54%
Story told by IDEATELABS
Source: Google’s “Our Mobile Planet” Report, We Are Social
28. Social media
becomes old school
Social engagement transitions from being a shiny, new object
to being a customer service and marketing necessity.
Story told by IDEATELABS
29. Top 3 Social Networks in India
90 Million
Story told by IDEATELABS
33 Million
18 Million
Source: Respective Sources
30. 19 Million
22 Million
15 Million
130%
58%
589%
increase in user base
since March 2012
Story told by IDEATELABS
increase in user base
since last 6 months
increase in user base
since March 2012
Source: Industry Sources
31. Users visited Facebook in December 2013
Story told by IDEATELABS
18.7
Linkedin
3,884
9.1
Twitter
2,954
14.5
Zedge.net
2,044
1,939
Yahoo! Profile
1,855
Tumblr
1,514
8.2
Orkut
Pinterest
1.7
7.9
9.2
Minutes per Visitor
11,127
Unique Visitors (000)
Business-Focused LinkedIn in #2 Spot
59,642,000
Source:
Various Sources
32. Penetration and Usage
ANY SOCIAL NETWORK
FACEBOOK
GOOGLE
TWITTER
OWN AN ACCOUNT
LINKEDIN
Story told by IDEATELABS
USED IN THE PAST MONTH
Source: GlobalWebIndex Wave 11
33. AVERAGE TIME THAT INTERNET
USERS SPEND USING THE
INTERNET EACH DAY THROUGH
A DESKTOP OR LAPTOP
AVERAGE TIME THAT
MOBILE INTERNET USERS
SPEND USING MOBILE
INTERNET EACH DAY
AVERAGE TIME THAT
SOCIAL MEDIA USERS
SPEND ON SOCIAL MEDIA
EACH DAY
4H 54M
2H 36M
2H 26M
Story told by IDEATELABS
Source: GlobalWebIndex Wave 11, WeAreSocial
34. SOCIAL MEDIA
PENETRATION AS A
PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF MOBILE
USERS USING SOCIAL
MEDIA APPS ON THEIR
PHONE
PERCENTAGE OF
MOBILE USERS
USING LOCATION
BASED SERVICES
12%
57%
29%
Story told by IDEATELABS
Source: GlobalWebIndex Wave 11, WeAreSocial
35. Top 10 Facebook Pages in India
12,107,610
9,495,622
9,284,402
7,850,174
6,492,952
6,480,639
6,419,917
6,207,454
5,801,646
5,724,848
Story told by IDEATELABS
Source: Reputome
36. Top 10 Twitter Brand Profiles in India
521,061
191,566
175,824
151,564
149,402
101,758
98,606
97,942
92,222
89,359
Story told by IDEATELABS
Source: Reputome
37. 55% Indians watch videos everyday
If you Create it… They will Watch
Story told by IDEATELABS
38. 500 years
More than
’ worth of
YouTube videos are watched daily on
Facebook.
Story told by IDEATELABS
700
More than
YouTube videos
are shared on Twitter every
minute.
39. 34%
16%
Apparel Shoppers more likely to purchase after
viewing an online video ad, versus TV.
88.3%
Story told by IDEATELABS
Completion Rate
for 30-second mobile video ads
Source: ReelSEO, Rhythm Insights
40. In an average month in India
54
Million
Unique Video Viewers
3.7
Billion
432
Minutes
23.3
Billion
Total Videos
Per User
Total Minutes
Story told by IDEATELABS
41. Top Video Properties in India
By Unique Viewers, March 2013
Total India - Age 15+, Home & Work Locations
Property
Videos
(000)
Minutes per
Viewer
Total Internet: Total Audience
54,025
37,13,118
431.5
Google Sites
31,519
20,68,156
257.8
Facebook
18,606
1,50,565
21.9
Yahoo! Sites
8,243
37,566
14.6
VDOPIA
6,444
23,492
1.5
TubeMogul Video Ad Platform
5,507
29,113
1.4
DailyMotion
4,275
83.002
59.6
Adotube
3,960
6,015
0.6
Komli Play
3,912
17,423
2.3
Viacom Digital
3,724
11,661
7.1
VEVO
Story told by IDEATELABS
Unique Viewers
(000)
2,880
13,704
13.6
Source: ComScore Video Matrix
42. Frequency of Watching Online
Video Content by Devices
On PC/Laptop
On TV/Connected
through STB
On Mobile Phone /
Smartphone
On TV / Without
STB
On Tablet
Every Day
3-5 times a week
Once a week
Once a month
Less than once a month
Global Survey
Story told by IDEATELABS
Source: Accenture Video Solutions Survey 2013
43. Consumption of various content by
device type
On TV Set without
a Set top Box
On TV/Connected
through STB
On PC / Laptop
On Mobile Phone /
Smartphone
On Tablet
Full Length Movies & TV Series
LIVE Content
UGC (e.g. Videos on Youtube)
Short Video Clips
Do not watch video Content
Global Survey
Story told by IDEATELABS
Source: Accenture Video Solutions Survey 2013
45. India 2020
US$ 100 Billion
Size of E Commerce Market
300 Million
Story told by IDEATELABS
Online Consumers
46. 16 Billion
US$
SIZE OF E-COMMERCE MARKET IN INDIA
2007
US$ 1.75 Bln
Story told by IDEATELABS
88%
YoY Growth
Figures as on December 2013
Source: ASSOCHAM
47. 1.8 Billion
US$
SIZE OF E-TAILING MARKET IN INDIA
55%
YoY Growth
Story told by IDEATELABS
Figures as on December 2013
Source: IAMAI
49. E Commerce wave comes in from most unexpected quarters
Apparels, Luxury, Jewellery seen rising rapidly
21.0%
% Reach of Retail Categories
11.0%
7.0%
8.0%
Retail - Movies
Health Care
13.0%
16.0%
15.0%
Computer
Hardware
80%
Consumer
Electronics
Comparison
Shopping
Computer
Software
Apparel
Highest % Growth in 3 months (Retail Category)
26%
Retail - Food
Story told by IDEATELABS
Tickets
25%
Jewelry/Luxury
Goods/Accessories
18%
17%
Fragrances/
Cosmetics
Health Care
Source: Neilsen
50. ONLINE SHOPPING
66
92
67
42
MOBILE SHOPPING
%
consumers prefer to purchase from a retailer’s
site v/s its app when making online purchase
consumers use mobile devices to browse or
research products or services once a month
%
shoppers have more confidence in info sought
online vs anything from any other source
consumers complete transactions with their
mobile devices monthly
%
consumers use search engines in their
product research leading to purchase
mobile searches carried out lead
to action
%
consumers use search engines in their
product research leading to purchase
mobile searches leading to
purchase
Story told by IDEATELABS
32
15
90
50
%
%
%
%
Source: India Social
51. Top 10 E-Commerce Websites in India
Story told by IDEATELABS
Source: Based on Reported Traffic Numbers in December 2013
53. 6.3%
11.3%
Advertising Growth Rate
Indian Online Ad Revenues Forecast 2014
Media
Category
(INR in Millions)
2013
(INR in Millions)
% Change
% Market
Share
Television
1,40,920
1,50,186
6.6
41
!
1,37,810
1,46,079
6.0
40
Internet
20,576
27,000
31.2
7
OOH
18,000
19,260
7.0
5
Radio
12,723
13,741
8.0
4
Magazines
8,198
8,198
0.0
2
Cinema
2,275
2,633
15.7
1
3,40,502
3,67,096
7.8
100
Newspaper
Grand Total
2012
Source: Magna Global, January 2014
Story told by IDEATELABS
54. Total Online Advertising Spend in India
Search
Display
Mobile
Social Media
Email
Video
(FY 2011-2012)
INR 2,938 CR
INR 1,750 Cr
(FY 2012-2013)
Story told by IDEATELABS
INR 2,260 Cr
BY MARCH 2014
Source: IAMAI and IMRB Report 2013
55. Advertising Growth in India
billions of Indian Rupees
2012
2013
2014
2015
2016
CAGR
154
172
193
215
241
11.5%
TELEVISION
130
148
170
197
230
14.7%
OOH
20
22
24
26
29
10.0%
DIGITAL
20
26
34
44
57
29.9%
RADIO
13
16
20
24
30
20.7%
337
384
440
506
586
14.3%
PRINT
!
Grand Total
Source: FICCI, KPMG International, EMarketer
Story told by IDEATELABS
30% CAGR
DIGITAL IS THE FASTEST
GROWING SECTOR
56. Display Advertising Landscape by Advertisers
AUTOMOTIVE
BUSINESS SERVICES
3%
IN SEPTEMBER 2013
2%
COMPUTERS & TECH
CONSUMER GOODS
EDUCATION
30.2
8%
2%
1%
FINANCE
5%
HEALTH
2%
MEDIA & ENTERTAINMENT
2%
19%
23%
DIGITAL
OTHERS
1%
PUBLIC SERVICES
1%
18%
RETAIL
5%
TELECOM
TRAVEL
Story told by IDEATELABS
380
CRORES OF AD
IMPRESSIONS
395
AVERAGE FREQUENCY
PER USER
INR
MULTI CATEGORY
BILLION ADS
SERVED
3%
Source: IAMAI and IMRB Report 2013
57. Trends in Ad Categories (2013)
Number in Millions
587
AUTOMOTIVE
612
728
705
JUNE
JULY
AUG
SEPT
744
JUNE
452
576
559
JULY
AUG
SEPT
912
1,090
1,200
1,190
JUNE
JULY
AUG
SEPT
FINANCE
4,490
3,760
JUNE
Story told by IDEATELABS
CONSUMER GOODS
4,300
JULY
AUG
Source: IAMAI and IMRB Report 2013
3,970
SEPT
RETAIL