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

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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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Digital, Mobile, and Social Media in India (April 2011)

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

  2. Source:
India
Census,
2011

  3. 50%
of
Indians
are
aged25
or
below Source:
India
Census,
2011

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

  5. 72%
 Source:
India
Census,
2011

  6. Source:
Wikipedia

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

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

  9. Source:
Telecom
Regulatory
Authority
of
India

  10. Source:
Wikipedia

  11. 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

  12. 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

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

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

  15. 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

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

  17. $ Source:
DeloiJe

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

  19. Source:
Google,
as
quoted
in
the
Hindustan
Times 

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

Based
on
India
Census
2011

  21. Source:
internetworldstats.com

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

  23. 60%
of
Indian
web
users
access
via
 internet
cafés Source:
BuddeComm,
as
quoted
by
internetworldstats.com

  24. ? 31%
unaware Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

  25. Source:
Wikipedia

  26. Source:
Internet
And
Mobile
AssociaPon
of
India,
December
2010

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

Based
on
India
Census
2011

  28. 18%
of
India’s
rural
internet
users
travel
more
than
 10km
to
access
the
internet Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

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

  30. $ Source:
Penn
Olson

  31. Source:
Penn
Olson

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

ComScore,
July
2010

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

  34. 96%
 of
Indian
IT
firms
forbid
social
media
use
at
work Source:
Livemint
via
Penn
Olson

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

  36. Source:
Wikipedia

  37. ( )…but
sSll
only
2%
of
the
Indian

 populaSon 
 Source:
Based
on
India
Census,
2011

  38. 60%
 Source:
SocialBakers 

  39. 79%
of
India’s
Facebook
users
are
under
30
years
of
age Source:
Facebook 

  40. 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

  41. 71%
of
Indian
Facebook
 users
are
male Source:
Facebook,
April
2011

  42. most
popular
acSvity

on
Facebook
in
India: 
games 
 Source:
Penn
Olson

  43. 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
  44. 35%
of
Orkut’s
global
traffic
 comes
from
India Source:
Alexa

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

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

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

  48. 70%
of
Indian
internet
users
 watch
online
video Source:
ComScore

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

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

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

  52. 59%
of
Indian
mobile
internet
users
only
access
the
web
 via
their
mobile
phone Source:
MobiThinking

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

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

InMobi 

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

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

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

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


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