Digital, Mobile, and Social Media in India (April 2011)
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BBH's detailed data overview of the Digital, Mobile, and Social Media landscape in India in April 2011

BBH's detailed data overview of the Digital, Mobile, and Social Media landscape in India in April 2011

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  • Full Name Full Name Comment goes here.
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  • nice
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  • Very good presentation Simon. Some questions

    - Does the estimated value for mobile vas include ad based revenue ?
    - Number of mobile internet users who watch online video - is it roughly 70% ?
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  • Some more new info on the mobile web in India in an article on TNW today - highlights include:

    95% of mobile web users are male;
    Downloading music is the most popular activity from mobile devices;
    Youtube is the 3rd most popular site after Google and Facebook, despite handset limitations

    More stats in the full article:
    http://thenextweb.com/in/2011/05/10/49-of-indians-only-access-web-through-mobile/
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  • Nice! Thanks for sharing this Simon.
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  • Yes, new data came out today - interestingly it’s from the same source as the original number in the presentation (the Telecom Regulatory Authority of India). It’s worth noting that both figures are still correct - today TRAI announced 500 million active users, while the figure cited in this presentation is 791 million mobile subscriptions. Both numbers are important and can be used dependent on the context, so thanks for your comment!
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Digital, Mobile, and Social Media in India (April 2011) Digital, Mobile, and Social Media in India (April 2011) Presentation Transcript

  • DIGITAL,
MOBILE,
 
AND
SOCIAL
MEDIA 
 IN
INDIA
 BBH
DATA
SNAPSHOT
 APRIL
2011

  • Source:
India
Census,
2011

  • 50%
of
Indians
are
aged25
or
below Source:
India
Census,
2011

  • Indians
living
in
rural
areas: 
742,500,000
 Source:
India
Census,
2011

  • 72%
 Source:
India
Census,
2011

  • Source:
Wikipedia

  • mobile
subscribers
in
India:
791,000,000
 Source:
Telecom
Regulatory
Authority
of
India,
April
2011

  • ( ) that’s
roughly
 67%
 of
the
populaSon
 Source:
Based
on
India
Census,
2011

  • Source:
Telecom
Regulatory
Authority
of
India

  • Source:
Wikipedia

  • the
penetraSon
of
 
 mobile
phones
in
 India
is
more
than
 50%
higher
than
the 
penetraSon
of
TV 
Source:
mobile
data
from
Telecom
Regulatory
Authority
of
India;
TV
data
extrapolated
from
growth
trends
in
TAM
data
as
quoted
by
DeloiJe

  • Indian
mobile 
 Indian
TV
 subscribers: 
 viewers: 
791
 vs. 520
million million Source:
mobile
data
from
Telecom
Regulatory
Authority
of
India;
TV
data
extrapolated
from
growth
trends
in
TAM
data
as
quoted
by
DeloiJe

  • number
of
SMSes
sent
via 
India’s
Airtel
network
in
2010: 
90
billion
 Source:
Airtel
Mobitude
2010

  • that’s
more
than
2,850
every
second Source:
Airtel
Mobitude
2010

  • the
number
of
mobile
ads
served
 in
India
each
month
exceeds
 10
billion
 Source:
Based
on
figures
quoted
in
press
releases
from
InMobi,
BuzzCity,
and
AdMob

  • that’s
about 
3,800
mobile
ad
impressions 
every
second Source:
Based
on
figures
quoted
in
press
releases
from
InMobi,
BuzzCity,
and
AdMob

  • $ Source:
DeloiJe

  • which
equates
to
roughly
$4.56
 spent
on
value‐added 
services
by
every
Indian 
mobile
subscriber
 Source:
DeloiJe

  • Source:
Google,
as
quoted
in
the
Hindustan
Times 

  • ( ) that’s
about 
 8%
of
the
populaSon
 Source:

Based
on
India
Census
2011

  • Source:
internetworldstats.com

  • the
average
Indian
web
user
spends 
26
minutes
 online
each
day
 Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

  • 60%
of
Indian
web
users
access
via
 internet
cafés Source:
BuddeComm,
as
quoted
by
internetworldstats.com

  • ? 31%
unaware Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

  • Source:
Wikipedia

  • Source:
Internet
And
Mobile
AssociaPon
of
India,
December
2010

  • ( )that’s
less
than
2%
 of
the
rural
 
 populaSon 
 Source:

Based
on
India
Census
2011

  • 18%
of
India’s
rural
internet
users
travel
more
than
 10km
to
access
the
internet Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

  • top
reason
rural
Indians
are
adopSng
the
internet: 
entertainment 
 Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

  • $ Source:
Penn
Olson

  • Source:
Penn
Olson

  • number
of
social
media
users
in
India: 
 33,158,000
 Source:

ComScore,
July
2010

  • Indian
web
users
spend
3
hours
per
month
on
social
sites 
 Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

  • 96%
 of
Indian
IT
firms
forbid
social
media
use
at
work Source:
Livemint
via
Penn
Olson

  • number
of
facebook
users
in
India: 
23,893,800
 Source:
Facebook,
April
2011

  • Source:
Wikipedia

  • ( )…but
sSll
only
2%
of
the
Indian

 populaSon 
 Source:
Based
on
India
Census,
2011

  • 60%
 Source:
SocialBakers 

  • 79%
of
India’s
Facebook
users
are
under
30
years
of
age Source:
Facebook 

  • 50‐59:
 60+:
 2%
 1%
 40‐49:
 5%
35‐39:
 5%
 13‐17:
 11%
 30‐34:
 9%
 25‐29:
 20%
 18‐24:
 48% Source:
Facebook,
April
2011

  • 71%
of
Indian
Facebook
 users
are
male Source:
Facebook,
April
2011

  • most
popular
acSvity

on
Facebook
in
India: 
games 
 Source:
Penn
Olson

  • Top
brand
pages
on
Facebook
in
India
#
 Brand
Page
 Likes
 Growth
01
 Tata
Docomo
 1,680,211
 12.81%
02
 Vodafone
Zoozoos
 1,596,684
 21.96%
03
 Axe
Angels
club
 1,426,469
 12.91%
04
 Fastrack
 1,245,787
 6.71%
05
 Mumbai
Indians
 1,199,454
 24.06%
06
 Kingfisher
 1,140,354
 20.17%
07
 Pepsi
India
 1,025,583
 11.80%
08
 Pizza
Hut
CelebraSons
 927,343
 8.25%
09
 BlackBerry®
India
 742,435
 5.79%
10
 flipkart.com
 732,990
 3.47%
 Source:
Facebook
via
SocialBakers,
April
2011
  • 35%
of
Orkut’s
global
traffic
 comes
from
India Source:
Alexa

  • number
of
Orkut
users
in
India: 
18,700,000
 Source:
ComScore,
September
2010

  • number
of
Linkedin
users
in
India: 
 9,000,000
 Source:
Linkedin
via
Omillion

  • number
of
twiler
users
in
India: 
2,740,000
 Source:
labnol.org,
Nov
2010

  • 70%
of
Indian
internet
users
 watch
online
video Source:
ComScore

  • Indian
visitors
spent
a
total
of 
807,200,000
 minutes
on
ESPNCricInfo.com 
 during
the
2011
ICC
World
Cup
 Source:
ESPNCricInfo.com

  • …which
adds
up
to
more
than
1,500
years
 Source:
ESPNCricInfo.com

  • internet
users
in
India
access
via
mobile
devices
 Source:
Penn
Olson

  • 59%
of
Indian
mobile
internet
users
only
access
the
web
 via
their
mobile
phone Source:
MobiThinking

  • Indian
mobile
internet
users 
who
do
not
have
a
bank
account:
 Source:
MobiThinking

  • Nokia’s
share
of
the
Indian
mobile
market: 
 59%
 Source:

InMobi 

  • Google’s
share
of
India’s
search
market
in
2010: 
 97%
 Source:
StatCounter.com

  • most
searched
brand
 
 on
Google
in
India: 
 nokia
 Source:
Google
Zeitgeist
2010

  • top
‘how
to’
query
on
Google
in
India: 
how
to
kiss 
 Source:
Google
Zeitgeist,
2008
‐
2010

  • Simon
Kemp
(@eskimon)
Engagement
Planner,
BBH
Asia‐Pacific
 simon.kemp@bbh‐asiapac.com.sg
 +65
6500
3071