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2014
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INDIA ON INTERNET
•  Indian internet population is 205 million, as of 2013
•  Third largest internet population after China and United States, projected to be the
second largest by 2015, with 330-370 million users

2011

2015

200+

MILLION USERS
ADDED IN JUST 3
YEARS!

Source: Comscore 2013
Internet World Stats 2010
IAMAI 2013
3	
  

Source: Indian Online Advertising Revenues Forecast 2014, Magna Global, 2013, emarketer, 2013
With a total spend
of 1,969 Cr in the
Services Sectors,
Telecom & auto
are the Top
spending
categories at
1,159 Cr

Source: Pitch Madison Report November 2012
IAMAI – IMRB iCube 2013
Total Online Ad Spend
(FY 2011-2012)
INR 1,750 Cr

Total Online Ad Spend
(FY 2012-2013)
INR 2,260 Cr

IN 2013,
MAJORITY OF THE AD SPENDS
WENT TO SEARCH, FOLLOWED
BY DISPLAY AND SOCIAL MEDIA

INDIAN ONLINE ADVERTISING MARKET IS PROJECTED TO REACH 2,938 CR BY MARCH 2014

Source: IAMAI and IMRB Report 2013

DIGITAL SPEND IN VARIOUS CATEGORIES
THAT’S ALMOST

OF THE ENTIRE INDIAN ADVERTISING BUDGET
ADVERTISERS FOR DIGITAL
INDIA IS NOW THE FOURTH LARGEST AUDIENCE OF SEARCHERS IN THE WORLD AFTER CHINA,
US AND JAPAN
UNIQUE SEARCHERS IN INDIA GREW BY 28%

3900+

395

Advertisers ran online ad campaigns in September 2013

Average no of display ads an Indian is exposed to
Source: India’s Online Display Ad Campaign, Comscore, 2013
TOP DISPLAY AD ADVERTISERS

Source: India’s Online Display Ad Campaign Report Comscore, 2013
INTERNET USER DISTRIBUTION

137m
URBAN

68m
RURAL

58%

Y-O-Y GROWTH
OF RURAL INTERNET
USERS

TOP CITIES
MUMBAI (12m) / DEHLI (8.7m) / HYDERABAD (7.1m)
Source: IAMAI 2013
Indian Express Nov,2013
INTERNET PENETRATION

Source: McKinsey Digital Consumer Research 2012
Comscore 2013
INTERNET DEMOGRAPHIC
75% OF INDIA’S
ONLINE
POPULATION IS
UNDER THE AGE OF
35 YRS

DRIVERS OF WEB BEHAVIOUR
ONLINE ACTIVITY TIME SPEND
SERVICES (23%) / SOCIAL NETWORKING (25%) / ENTERTAINMENT (11%)
RETAIL (3%) / NEWS+INFORMATION (3%) / ALL OTER (35%)
Source: Comscore 2013
DRIVERS OF WEB BEHAVIOUR

86%

INDIAN WEB USERS
VISIT A SOCIAL
NETWORKING SITE
33 MILLION
TWITTER
USERS

90 MILLION
FACEBOOK
USERS
217 MINUTES SPENT
ON AVGERAGE

18 MILLION
LINKEDIN
USERS
DRIVERS OF WEB BEHAVIOUR

27%

INCREASE IN THE INDIAN ONLINE VIDEO AUDIENCE OVER A YEAR

31.5

MILLION USERS WATCHED VIDEOS ON GOOGLE SITES (YOUTUBE)

217

MINUTES ARE SPENT ON FACEBOOK BY AN AVERAGE USER

28%

INCREASE IN FACEBOOK VISITORS IN TE LAST 12 MONTS
Source: Comscore 2013
DRIVERS OF WEB BEHAVIOUR

18,55,000
130%

increase in user
base since March
2012

15,14,000
589%

increase in user
base since March
2012

22,00,000
58%

increase in user
base in last 6
months

140-150 Million
(Globally)

Mountain Dew, Virgin Mobile and
MTV India have already used Vine
for promotions

Source: Exchange4media report 2014
MOBILE AND TABLETS – IN INDIA

81%

of India’s population
uses Mobile Phone

10%
use
Smartphone

9%
use
Multimedia
Phone

3%
use
Tablets

Source: Nielsen 2013
MOBILE INTERNET USERS IN INDIA
TOTAL 110 MILLION USERS

85 million
URBAN
25
million
RURAL

9/10 MOBILE INTERNET USERS ARE MEN

Source: IAMAI – IMRB Report 2012
Nielsen Report 2013

HOWEVER, 900Mn MOBILE PHONE USERS
MOBILE INTERNET CONSUMPTION BEHAVIOUR
57% Indian smartphone owners are
most likely to view downloaded video clips
Smartphone owners in India are the least likely to be annoyed with mobile ads.

25

million Mobile
Internet users in
India

40%

Access via
Community
service Centers &
cyber cafes
Mobile

32%

Access Internet
only via Mobile

Source: IAMAI – IMRB Report 2012
Nielsen Report 2013
WHAT ARE THEY DOING ON MOBILE?
Text Messaging 45%
Social networking 26 %
Web Browsing 15 %
Applications 13%

Source: Nielsen Report 2013
OTHER HAND-HELD DEVICES
TABLET SALES - UNITS IN INDIA

0.36
MILLION

ASE

427% INCRE

1.9
MILLION

PREFERRED ACTIVITIES

SOCIAL NETWORKING / ENTERTAINMENT
CHATTING + MESSAGING / E-MAIL

51% SPEND MORE THAN 2 HOURS A DAY
Source: IAMAI report 2013
MAIT 2013
CMR (India Tablets Consumer Usage and Adoption Trends 2013)
OPTIMIZATION OF THE MULTI SCREEN

48%

MARKETERS AND MEDIA SELLERS RATE INTEGRATED MULTI-SCREEN
CAMPAIGNS AS VERY IMPORTANT

88%

MARKETERS EXPECT MULTI SCREEN CAMPAINGS TO BE VERY IMPORTANT

20%

EXPECTED MULTI SCREEN MEDIA SPEND BY 2016

50%
Source: Nielsen 2013
HIGHLIGHTS - WHAT WE NOTICED IN 2013
• 

Indian digital sector is on the rise with 31% CAGR growth as opposed to other media

• 

Indian Online Advertising Market is projected to reach INR 2,938 Cr by March 2014

• 

India is the fourth largest audience of searchers in the world as unique searchers grew by 28%

• 

At 200+ million Internet users, India’s rural Internet users shows 58% Y-o-Y growth

• 

86% Indian internet users visit social networking sites

• 

81% of India’s population use Mobile Phones of which 110 million mobile phone owners are Internet users
with 9/10 mobile internet users being men.

• 

427% increase in tablet sales in India with 51% users spending more than 2 hours a day on tablet

• 

Marketers expect a 50% multi screen media spend by 2016

ALL STATS ARE HAND-PICKED FROM VARIOUS SOURCES AND COLLATED TO PRESENT
THE REAL SCENE OF INDIA ON INTERNET FOR THE CONCLUDING YEAR
CREDITS – TEAM BEHIND
ARNAB MITRA

MANAGING DIRECTOR - LIQVD ASIA
DIRECTOR - DMTI

SUDIPTI SINGH

HUMAN EXPERIENCE STRATEGIST
LIQVD ASIA

YOGESH DWIVEDI
RESEARCH EXECUTIVE
LIQVD ASIA

ALL STATS ARE HAND-PICKED FROM VARIOUS SOURCES AND COLLATED TO PRESENT
THE REAL SCENE OF INDIA ON INTERNET FOR THE CONCLUDING YEAR
KNOWLEDGE
PARTNER

THANK YOU

write into arnab.mitra@liqvd.asia for more details

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India on Internet 2014

  • 2. INDIA ON INTERNET •  Indian internet population is 205 million, as of 2013 •  Third largest internet population after China and United States, projected to be the second largest by 2015, with 330-370 million users 2011 2015 200+ MILLION USERS ADDED IN JUST 3 YEARS! Source: Comscore 2013 Internet World Stats 2010 IAMAI 2013
  • 3. 3   Source: Indian Online Advertising Revenues Forecast 2014, Magna Global, 2013, emarketer, 2013
  • 4. With a total spend of 1,969 Cr in the Services Sectors, Telecom & auto are the Top spending categories at 1,159 Cr Source: Pitch Madison Report November 2012 IAMAI – IMRB iCube 2013
  • 5. Total Online Ad Spend (FY 2011-2012) INR 1,750 Cr Total Online Ad Spend (FY 2012-2013) INR 2,260 Cr IN 2013, MAJORITY OF THE AD SPENDS WENT TO SEARCH, FOLLOWED BY DISPLAY AND SOCIAL MEDIA INDIAN ONLINE ADVERTISING MARKET IS PROJECTED TO REACH 2,938 CR BY MARCH 2014 Source: IAMAI and IMRB Report 2013 DIGITAL SPEND IN VARIOUS CATEGORIES
  • 6. THAT’S ALMOST OF THE ENTIRE INDIAN ADVERTISING BUDGET
  • 7. ADVERTISERS FOR DIGITAL INDIA IS NOW THE FOURTH LARGEST AUDIENCE OF SEARCHERS IN THE WORLD AFTER CHINA, US AND JAPAN UNIQUE SEARCHERS IN INDIA GREW BY 28% 3900+ 395 Advertisers ran online ad campaigns in September 2013 Average no of display ads an Indian is exposed to Source: India’s Online Display Ad Campaign, Comscore, 2013
  • 8. TOP DISPLAY AD ADVERTISERS Source: India’s Online Display Ad Campaign Report Comscore, 2013
  • 9. INTERNET USER DISTRIBUTION 137m URBAN 68m RURAL 58% Y-O-Y GROWTH OF RURAL INTERNET USERS TOP CITIES MUMBAI (12m) / DEHLI (8.7m) / HYDERABAD (7.1m) Source: IAMAI 2013 Indian Express Nov,2013
  • 10. INTERNET PENETRATION Source: McKinsey Digital Consumer Research 2012 Comscore 2013
  • 11. INTERNET DEMOGRAPHIC 75% OF INDIA’S ONLINE POPULATION IS UNDER THE AGE OF 35 YRS DRIVERS OF WEB BEHAVIOUR ONLINE ACTIVITY TIME SPEND SERVICES (23%) / SOCIAL NETWORKING (25%) / ENTERTAINMENT (11%) RETAIL (3%) / NEWS+INFORMATION (3%) / ALL OTER (35%) Source: Comscore 2013
  • 12. DRIVERS OF WEB BEHAVIOUR 86% INDIAN WEB USERS VISIT A SOCIAL NETWORKING SITE 33 MILLION TWITTER USERS 90 MILLION FACEBOOK USERS 217 MINUTES SPENT ON AVGERAGE 18 MILLION LINKEDIN USERS
  • 13. DRIVERS OF WEB BEHAVIOUR 27% INCREASE IN THE INDIAN ONLINE VIDEO AUDIENCE OVER A YEAR 31.5 MILLION USERS WATCHED VIDEOS ON GOOGLE SITES (YOUTUBE) 217 MINUTES ARE SPENT ON FACEBOOK BY AN AVERAGE USER 28% INCREASE IN FACEBOOK VISITORS IN TE LAST 12 MONTS Source: Comscore 2013
  • 14. DRIVERS OF WEB BEHAVIOUR 18,55,000 130% increase in user base since March 2012 15,14,000 589% increase in user base since March 2012 22,00,000 58% increase in user base in last 6 months 140-150 Million (Globally) Mountain Dew, Virgin Mobile and MTV India have already used Vine for promotions Source: Exchange4media report 2014
  • 15. MOBILE AND TABLETS – IN INDIA 81% of India’s population uses Mobile Phone 10% use Smartphone 9% use Multimedia Phone 3% use Tablets Source: Nielsen 2013
  • 16. MOBILE INTERNET USERS IN INDIA TOTAL 110 MILLION USERS 85 million URBAN 25 million RURAL 9/10 MOBILE INTERNET USERS ARE MEN Source: IAMAI – IMRB Report 2012 Nielsen Report 2013 HOWEVER, 900Mn MOBILE PHONE USERS
  • 17. MOBILE INTERNET CONSUMPTION BEHAVIOUR 57% Indian smartphone owners are most likely to view downloaded video clips Smartphone owners in India are the least likely to be annoyed with mobile ads. 25 million Mobile Internet users in India 40% Access via Community service Centers & cyber cafes Mobile 32% Access Internet only via Mobile Source: IAMAI – IMRB Report 2012 Nielsen Report 2013
  • 18. WHAT ARE THEY DOING ON MOBILE? Text Messaging 45% Social networking 26 % Web Browsing 15 % Applications 13% Source: Nielsen Report 2013
  • 19. OTHER HAND-HELD DEVICES TABLET SALES - UNITS IN INDIA 0.36 MILLION ASE 427% INCRE 1.9 MILLION PREFERRED ACTIVITIES SOCIAL NETWORKING / ENTERTAINMENT CHATTING + MESSAGING / E-MAIL 51% SPEND MORE THAN 2 HOURS A DAY Source: IAMAI report 2013 MAIT 2013 CMR (India Tablets Consumer Usage and Adoption Trends 2013)
  • 20. OPTIMIZATION OF THE MULTI SCREEN 48% MARKETERS AND MEDIA SELLERS RATE INTEGRATED MULTI-SCREEN CAMPAIGNS AS VERY IMPORTANT 88% MARKETERS EXPECT MULTI SCREEN CAMPAINGS TO BE VERY IMPORTANT 20% EXPECTED MULTI SCREEN MEDIA SPEND BY 2016 50% Source: Nielsen 2013
  • 21. HIGHLIGHTS - WHAT WE NOTICED IN 2013 •  Indian digital sector is on the rise with 31% CAGR growth as opposed to other media •  Indian Online Advertising Market is projected to reach INR 2,938 Cr by March 2014 •  India is the fourth largest audience of searchers in the world as unique searchers grew by 28% •  At 200+ million Internet users, India’s rural Internet users shows 58% Y-o-Y growth •  86% Indian internet users visit social networking sites •  81% of India’s population use Mobile Phones of which 110 million mobile phone owners are Internet users with 9/10 mobile internet users being men. •  427% increase in tablet sales in India with 51% users spending more than 2 hours a day on tablet •  Marketers expect a 50% multi screen media spend by 2016 ALL STATS ARE HAND-PICKED FROM VARIOUS SOURCES AND COLLATED TO PRESENT THE REAL SCENE OF INDIA ON INTERNET FOR THE CONCLUDING YEAR
  • 22. CREDITS – TEAM BEHIND ARNAB MITRA MANAGING DIRECTOR - LIQVD ASIA DIRECTOR - DMTI SUDIPTI SINGH HUMAN EXPERIENCE STRATEGIST LIQVD ASIA YOGESH DWIVEDI RESEARCH EXECUTIVE LIQVD ASIA ALL STATS ARE HAND-PICKED FROM VARIOUS SOURCES AND COLLATED TO PRESENT THE REAL SCENE OF INDIA ON INTERNET FOR THE CONCLUDING YEAR
  • 23. KNOWLEDGE PARTNER THANK YOU write into arnab.mitra@liqvd.asia for more details