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mKhoj's Perspective - Mobile Advertising In India
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mKhoj's Perspective - Mobile Advertising In India

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With one of the highest mobile populations in the world and very low PC and broadband penetration, mobile Internet in India has already established a strong foothold. Here’s a view on the mobile …

With one of the highest mobile populations in the world and very low PC and broadband penetration, mobile Internet in India has already established a strong foothold. Here’s a view on the mobile advertising growth in India.

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  • India is not the largest consumers of Mobile Internet in Asia, Korea and Japan are way way ahead, and they have always been, Even Indonesia has more page views than India
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  • 1. Mobile Advertising Overview of the Indian market
  • 2. India – Essential Facts • Over 700 million people below the age of 30! – First internet experience for this generation will be through the mobile • 350 million+ mobile phone users estimated to double to over 700 million in 3 years! – 8 to 10 million new users added a month • Mobile internet users outnumber broadband users by 19 to 1! – 38 million mobile internet users as of Oct 2008 – Mobile internet users doubled in the last 12 months • Most of the handsets sold in India are internet enabled • India is the largest consumer of mobile internet in Asia!!!
  • 3. India’s mobile population is expected to double by 2012! 800 715 Actual* Forecast 700 650 iSuppli Forecast 580 600 612 480 555 500 500 Subscribers (M) 384 450 400 Business Monitor Int’l Forecast 354 328 276 300 232 196 200 100 0 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10 Dec-11 Dec-12 Jun-07 Jun-08 Jun-09 Jun-10 Jun-11 Jun-12 * Reported by Telecom Regulatory Authority of India
  • 4. Leading research firms forecast a burst in growth of data revenues • Pyramid Research says that, by 2012, India will be the fourth-largest market for mobile data revenue, behind US, China & Japan – Pyramid reported $2.2 billion in mobile data revenues for India for ’07 Actual 2007 Mobile Data Projected 2012 Mobile Country Estimated Growth Revenue ($B) Data Revenue ($B) Germany 6.1 6.8 12% Korea 5.1 11 116% Mexico 2.1 4.8 128% France 4.9 6.7 137% US 26.3 70 166% India 2.2 14.1 536% • Juniper estimates content revenues (a subset of data revenues) in the Indian region hit $8.3 billion by 2013 – The researcher estimates that revenues will hit $3 billion in 2008 and predict the arrival of 3G in 2009 will boost an already buoyant market for ringtones, games & music
  • 5. Entertainment dominates mobile internet consumption in India Top Mobile Internet Website Categories – BRIC, US, Europe * India Brazil Russia China US Europe 1 Games (38%) Email (57%) Entertainment (34%) Entertainment (55%) Email (65%) Email (46%) 2 Email (33%) Music (27%) Search (29%) Games (36%) Weather (41%) Search (25%) 3 Entertainment (21%) Entertainment (25%) Email (24%) Music (31%) Search (29%) News/Politics (24%) 4 Music (18%) Games (18%) Music (24%) News/Politics (26%) News/Politics (26%) Weather (24%) News/Politics & Business/Finance City Guides/ Maps 5 Sports (15%) Games (24%) Sports (22%) Movies (tied 12%) (18%) (24%) * Nielsen, Mobile Media Marketplace Report, 2008
  • 6. Insights on India from the mKhoj network • India’s mobile Internet traffic grew by over 90% in the fourth quarter of 2008 – In the past 6 months alone the traffic has grown by over 500% • Content Downloads, Portals and Communities are the three most often visited site types for India – Over 47% of the India traffic was driven by content download sites – Communities overtook Lifestyle & Entertainment as the third largest traffic category
  • 7. 69% of the handsets in India are Nokia • Nokia was the market leader for handsets and occupies all the top 10 spots. The top model in India is the Nokia 3110 Classic – Nokia phones make up 69% of the overall traffic followed by Sony Ericsson, Samsung and Motorola – Advertisers and publishers should ensure that their sites or ads display well on the top models Model % of Traffic Nokia 3110 classic 7.1% Nokia N70 5.3% Nokia 6233 5.2% Nokia N80 4.7% Nokia N73 3.3% Nokia N90 3.3% Nokia 6300 2.9% Nokia N72 2.4% Nokia 2626 2.3% Nokia 3500c 2.3% Top 10 38.9%
  • 8. 47% of the traffic is looking for content downloads • The top 5 carriers make up over 89% of the overall traffic – Airtel is the leading carrier in India with over 66% of the share – The next four are BPL, Idea, BSNL and Vodafone – Carrier tie ups are critical for content download sites Carrier Share of Traffic - India 5% 1% 1% 5% 3% 4% 14% 66% Airtel BPL Idea Vodafone Essar BSNL Reliance Other Spice
  • 9. Why mobile advertising in India is a winning bet • Mobile enjoys a higher market penetration than fixed internet – In emerging markets like India the mobile phone, rather than the PC, is the primary connected device • This gives mobile a great opportunity for being one of the main advertising mediums, especially in a more digital future • Catalysts for industry growth – Dropping data charges – Increasing recognition amongst agencies – Advertisers increasingly focused on measurability – Increasing capabilities of mobile devices – Better connectivity and user experience