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Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
Global Digital Media Handbook
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Global Digital Media Handbook

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  • 1. Table 2.2.21 : Internet Users By Age Group INDIA India is the seventh-largest country by 15-24 years 25-34 years 40.35% 35.20% geographical area, the second-most 35-44 years 14.84% populous country, and the most populous 45-54 years 7.76% democracy in the world. Home to the Indus 55+ 1.84% Valley Civilization and a region of historic Source: comScore, June 2009 trade routes and vast empires, the Indian subcontinent was identified with its Table 2.2.22 : Internet Users By Gender commercial and cultural wealth for much of Male 15+ 76.72% its long history. Female 15+ 23.28% Source: comScore, June 2009Overview Also, according to Juxt Consult – India Online 2008 report:With an estimated population of 1.16 billion, representing 17.17% ofthe world population, India is the worlds second most populous Table 2.2.23 : Internet Users By Age Groupcountry. India is the most culturally, linguistically, and genetically 13-18 9.00%diverse geographical entity after the African continent. Indias culture ismarked by a high degree of syncretism and cultural pluralism. It has 19-24 44.00%managed to preserve established traditions while absorbing new 25-35 34.00%customs, traditions, and ideas from invaders and immigrants and 36-45 9.00%spreading its cultural influence to the other parts of Asia. 46-55 4.00% (Source: Wikipedia) 55+ 1.00%Demographics Source: Juxt Consult India Online 2008India witnessed humongous growth (1372.72%) in the number ofInternet users in the period of 2000-2008. Table 2.2.24 : Internet Users By Gender (Source: Internet World Stats) Male 82.00% Female 18.00% Source: Juxt Consult India Online 2008 2008 81.00 Table 2.2.25 : Internet Users By Education Up to SSC/HSC 14.00% Year 2005 50.60 College but not Graduate 10.00% Graduate & above - general stream 57.00% 2000 5.50 Graduate & above - professional stream 20.00% Source: Juxt Consult India Online 2008 0.0 20.0 40.0 60.0 80.0 100.0 Netizens in Mn Figure 2.2.21 : Netizens in Mn 69 next >
  • 2. Table 2.2.26 : Internet Users By Socio-Economic Classification service centers, and NGOs working in the ICT (Information and SEC A 24.00% Rural 1 3.00% Communication Technology) area helped in higher PC and Internet SEC B 27.00% Rural 2 3.00% penetration in rural areas. (Source: I Cube 2008) SEC C 19.00% Rural 3 4.00% SEC D 10.00% Rural 4 4.00% At present, the number of broadband connections available with Indian SEC E 7.00% Rural 5 0.90% netizens is 3.13 million. (Source: Internet World Stats) Source: Juxt Consult India Online 2008 Table 2.2.27 : Internet Users By City Class (market Size) Table 2.2.29 : Number Of Household Members Using Internet Metro 30.00% 1 member 39.00% Urban Uptowns 6.00% 2 members 28.00% Emerging towns 13.00% 3 members 17.00% Others 32.00% 4 members 9.00% Source: Juxt Consult India Online 2008 5 or more members 7.00% Source: Juxt Consult India Online 2008 Table 2.2.28 : Internet Users By Occupation Student 33.00% Table 2.2.210 : Years Of Experience In Using Internet Junior level salaried employee 26.00% Less than 6 months 12.00% Middle / Senior level salaried employee 15.00% 6 months - 1 year 24.00% Housewives 9.00% 1-2 years 16.00% Others 6.00% 2-5 years 24.00% Businessmen 5.00% 5-6 years 10.00% Self Employed Professionals 4.00% 6 years and above 26.00% Shop owners / Traders 3.00% Source: Juxt Consult India Online 2008 Source: Juxt Consult India Online 2008 Table 2.2.211 : Place Of Access Place of work 57.49% Resources & Access Home 52.70% India has seen 36% growth in the number of PC owners in 2008 over Cyber Café 45.03% the previous year. The leap can be attributed to the fall in PC prices and the increase in the awareness of the benefits in using a PC. Also, the Transit 5.75% number of Internet subscribers over the previous year has increased to Choupal / Gram Panchayat 0.96% 25%, in part due to the penetration of the Internet in the less affluent Source: Juxt Consult India Online 2008 classes of the society and smaller towns. To add to it, the higher popularity of user-generated content like blogs, reviews, and social networking websites like facebook.com and orkut.com has lead to the continuous increase in this penetration level. The role played by CSR activities of private companies, community< previous 70
  • 3. Table 2.2.212 : Duration Of Usage (Online And Offline Media) Internet weekday Internet weekend TV Newspaper Radio Light Users (less than 1 hour a day) 29.00% 19.00% 47.00% 51.00% 69.00% Medium users (1-2 hours a day) 35.00% 23.00% 40.00% 36.00% 21.00% Heavy users (more than 2 hours a day) 36.00% 58.00% 14.00% 13.00% 10.00%*Note – only in case of newspaper, ‘light user’ has been defined as someone who spends ‘up to 30 minutes’, ‘medium’ as someone who spends between ‘30 min. to 1 hour’ and ‘heavyuser’ as someone who spends ‘more than 1 hour’. Source: Juxt Consult India Online 2008Internet is on its way of becoming a mass medium as the user base as Online Usage Behaviourwell as the time spent using this medium has been increasing. Two- About 91% of the Internet users use the Internet for emailing, the nextthird of the active Internet users one accessing the Internet at least 2-3 popular activity being search at 76%. Tremendous growth has beentimes a week. Average hours per week have increased over that of the observed in the proportion of the users using the Internet forprevious year with a relatively higher margin (6.9 to 9.3, a jump of entertainment with more than 30% using it for the same.almost 35%), which is a very positive sign for the growth of Internet (Source: I Cube 2008)industry in India. (Source: I Cube 2008) Indians show more intolerance for spam than any other Asia-Pacific nation surveyed. Almost 65% of them have reported spam in the past. (Source: The 2008 Epsilon & Return Path Asia Pacific Consumer Email Survey)Table 2.2.213 : Activities Undertaken Online Emailing 91.00% Check cinema content 37.00% Job Search 72.00% Mobile contents (ring tones, etc.) 37.00% Instant messaging/chatting 70.00% Video Sharing 36.00% Check news 63.00% Educational / Learning material 35.00% Check Sports 57.00% Send/receive email using mobile 34.00% Download music/movies 54.00% Professional networking 33.00% Dating/Friendship 50.00% Local language search engine 33.00% Check cricket score 50.00% Check hobby related info 32.00% Matrimonial search 49.00% Search/Buy travel products 31.00% English info search engine 49.00% Visit Online stock trading 31.00% Listen to/Buy Music 48.00% Check health & lifestyle info 30.00% Share pictures 45.00% Net banking 29.00% Check business/financial news 43.00% Check real estate info 29.00% Social networking/Communities 43.00% Net telephony 27.00% Screensavers/wallpapers 43.00% Search/Buy other than travel products 25.00% Online games 43.00% Buy/Rent Movie CD/DVD 22.00% E-greetings 41.00% Adult content 20.00% Astrology 38.00% Pay bills online 19.00% Check financial info 38.00% Online stock trading 11.00% Source: Juxt Consult India Online 2008 71 next >
  • 4. Table 2.2.214 : Top 20 Genres Top 20 Genres % Reach Top 20 Genres % Reach Total Internet Audience (000) 34,601 Total Internet Audience (000) 34,601 1 Services 89.77% 11 Platform 55.31% 2 Corporate Presence 87.78% 12 Multimedia 48.72% 3 Portals 82.05% 13 Directories/Resources 47.71% 4 Conversational Media 71.51% 14 Technology 43.75% 5 Search/Navigation 70.50% 15 Downloads 42.24% 6 Email 68.02% 16 Blogs 40.92% 7 Social Networking 65.37% 17 Instant Messengers 39.96% 8 Entertainment 65.08% 18 News/Information 39.85% 9 Community 60.20% 19 Business/Finance 39.40% 10 Extended Web 57.52% 20 Retail 37.81% Source: comScore, Media Trend, June 2009 Table 2.2.215 : Top 10 Highest Growing Genres Top 10 Highest Growing Genres (Jan 09 – June 09) Jan 09 (000) June 09 (000) % Growth Total Internet Audience (000) 32,523 34,601 6.39% 1 Incentives 526 1,825 247.11% 2 Retail - Food 95 315 231.61% 3 Training and Education 1,550 4,690 202.49% 4 Consumer Goods 95 255 167.90% 5 Teens 480 1,210 152.40% 6 Coupons 135 300 122.39% 7 Entertainment - News 1,956 4,220 115.79% 8 Taxes 233 499 114.32% 9 Jewelry / Luxury Goods/Accessories 185 389 110.25% 10 Beauty/Fashion/Style 427 862 101.90% Source: comScore, Media Trend, June 2009 Table 2.2.216 : Online Consumer Behavior Total Average Total Total Total Average Average Average Average Unique Daily Minutes Pages Visits Minutes Pages Minutes Visits Visitors Visitors (MM) Viewed (000) per per per per (000) (000) (MM) Visitor Visitor Visit Visitor World 1,135,656 505,949 1,503,518 2,324,538 48,389,188 1,323.90 2,047 31.10 42.60 India 34,601 9,780 20,642 34,431 698,707 596.60 995 29.50 20.20 Source: comScore, Media Trend, June 2009< previous 72
  • 5. Table 2.2.217 : Internet Users Response To Online Marketing Stimuli shopping. Indian online shoppers are most likely to make an Participated in an online contest 60.00% opportunistic purchase when they encounter low prices or substantial Clicked a sponsored search ad 56.00% discounts on prices compared to prices in offline channel, 74% having Clicked a banner ad 53.00% quoted the same. (Source: MasterCard Worldwide Insights (Online Shopping in Asia Pacific- Patterns, Subscribe to online newsletters 46.00% Trends and Future Growth), 2007) Clicked a product/service emailer 33.00% Received viral ad from someone 18.00% Forwarded viral ad to someone 6.00% Table 2.2.220 : B2C Market None of the above 0.70% Sector 2006-07 2007-08 Source: Juxt Consult India Online 2008 (Rs Crores) (Rs Crores) Online Travel 5,500 7,000E-commerce E-tailing 850 1,105Table 2.2.218 : Total Online Shoppers Online Classifieds 540 820 Total Online shoppers 80.00% Paid Content Subscription 20 30 Online shoppers who both Search & Buy Online 23.00% Digital Downloads 170 255 Online shoppers who only Search for products online 57.00% Total B2C/C2C 7,080 9,210 Source: Juxt Consult India Online 2008 Source: IAMAI, IndiaTable 2.2.219 : Online Shopping Market Revenue India’s online travel market is expected to grow on average by 46% Country Online Shopping Market every year from 2007 to 2011, and the industry will be generating $ 4 Revenue Turnover (USD Billion) billion. (Source: EMarketer) 2007 2010 India 70.80 734.30 When Indians buy online, an overwhelming number of them, 84%, use Source: MasterCard Worldwide Insights (Online Shopping in Asia Pacific- Patterns, their credit card to make payment, the highest percentage of any Trends and Future Growth) country in the Asia-Pacific region to do so. (Source: The Nielsen Company, 2007)Online shoppers in India have a higher tendency to indulge in 73% of the Indian consumers blame lack of safety as a reason foropportunistic shopping online than through traditional offline means. refraining from online shopping. (Source: MasterCard Worldwide Insights, 2007)About 45% of all online shoppers in India feel that they are more likelyto make an impulse purchase while browsing online vis-à-vis offline,compared to the regional average which is 33%.Online shoppers in India also make opportunistic purchases morefrequently. Around 30% people make opportunistic purchases most ofthe time, compared to the regional average of 17%. Also, onlineshoppers in India are most likely to make opportunistic purchases ofhigh value items. Home appliances, electronic products (63%) andairline tickets (54%) are the most significant triggers for opportunistic 73 next >
  • 6. Social Media Activities Table 2.2.221 : Social Media Activities Active Internet Users Who Have Ever % Read a blog 85.00% Started their own blog 49.00% Had a profile on a new social network 66.00% Uploaded photos to a sharing site 64.80% Uploaded videos to a sharing site 52.60% Watched video clips 85.60% Downloaded a podcast 57.80% Subscribed to an RSS feed 44.00% Source: Universal McCann Survey, Mar 2008 Table 2.2.222 : Frequency Of Social Media Activities Activity Daily Weekly Monthly Less Read a blog 39.00% 42.00% 10.00% 9.00% Started their own blog 23.00% 39.00% 12.00% 26.00% Had a profile on a new social network 41.00% 34.00% 15.00% 10.00% Uploaded photos to a sharing site NA NA NA NA Uploaded videos to a sharing site 27.00% 42.00% 16.00% 15.00% Watched video clips 41.00% 39.00% 13.00% 7.00% Downloaded a podcast 26.00% 46.00% 12.00% 16.00% Subscribed to an RSS feed 25.00% 42.00% 15.00% 18.00% Source: Universal McCann Survey, Mar 2008 Online Advertising Researchers expect this Rs. 278 crore to be not more than 64% of the Urban markets have started using Internet as one of the interactive total spends on the Internet by all marketers (making the total online ad media. As a result, advertising on digital medium has started to gain spend to be over Rs. 435 crore or so). importance. Internet is gradually becoming a part of the media plan. (Source: Digital Media Outlook 2009) Online advertising is tipped to be the fastest growing sector in India’s Advertisers’ Perspective media market in the next few years. In 2012 online advertising is Table 2.2.223 : Current Ad Spends By Top 500 Marketers expected to bring in US $319 million. Despite this humungous growth, online advertising in India comprise only 1.2% of the total advertising Television 51.40% industry. Print 27.40% (Source: The Nielsen Company) Internet 5.40% Radio 0.90% It was estimated that the top 500 advertisers in India spent close to Rs. 5,163.26 crore in advertising, during FY 2008-09. From this, only Others 14.90% 5.4% was spent on the Internet - approximately Rs. 278 crore. Source: Digital Media Outlook 2009< previous 74
  • 7. Table 2.2.224 : Ad Spends By Vertical Table 2.2.227 : Marketing / Advertising Objective Of The Total Ad spends Internet Ad spends Top 500 Marketers FMCG 33.00% 6.00% Total Ad spends Consumer Durables 22.00% 19.00% Increase awareness 60.00% Consumer Services/Utilities 16.00% 7.00% Increase leads /sales / market share/customers 56.00% BFSI 6.00% 17.00% Build image /brand /differentiation 46.00% IT/ITeS/Internet 6.00% 23.00% Increase presence / distribution channel 16.00% Others 17.00% 28.00% Customer satisfaction / engagement 9.00% Source: Digital Media Outlook 2009 Source: Digital Media Outlook 2009Table 2.2.225 : Rationale Behind Media Budget Allocation Table 2.2.228 : Objective Of Using the Internet As A Marketing Reaches TG and Masses 46.40% Medium Stated By The Top 500 Marketers Helps create strong market presence 15.50% Lead Generation/ Quick response/ Conversion 43.00% Builds brand awareness and recall 13.40% Increase awareness/ Visibility/ Brand building 26.00% Builds image/Brand differentiation 12.40% Drive traffic/ Engage people/ Easily accessible 17.00% Lead generation 10.30% Cost effective 9.00% Increases leads / sales / market share / customers 2.10% Effective to target youth 5.00% Source: Digital Media Outlook 2009 Source: Digital Media Outlook 2009Table 2.2.226 : Stage Of Using Digital Marketing Execution Ever used/ Use currently Planning to use in next 3 months Not too sure when Develop/Maintain brand specific website 83.90% 13.10% 3.00% Ad network 80.90% 2.70% 16.40% Display ads 69.60% 13.50% 16.90% Develop/Maintain promotional website 68.60% 15.80% 15.60% Social media initiatives 65.60% 5.30% 29.10% Electronic direct mailers 60.00% 18.40% 21.70% Mobile & others 47.60% 7.90% 44.50% Viral ads 38.80% 5.90% 55.30% Source: Digital Media Outlook 2009 75 next >
  • 8. Table 2.2.229 : Share Of Spends By Type Of Execution Table 2.2.230 : Typical Measurement Of Effectiveness Develop/Maintain brand specific website 26.00% Page views/ Site visits 26.00% Ad network 15.00% Clicks, CTR/ CPM/ CPC/ CPA/ CDR 26.00% Display ads 14.00% No. of leads generated/ Sales/ Revenue generated/ 26.00% Social media initiatives 13.00% Visit to store Develop/Maintain promotional website 13.00% Not yet analyzed/ Doesn’t work 14.00% Electronic direct mailers 12.00% Response to mail/ Response from user/ Inquiries 8.00% Viral ads 5.00% Source: Digital Media Outlook 2009 Mobile & others 2.00% Source: Digital Media Outlook 2009 Table 2.2.231 : Level Of Satisfaction With Various Types Of Executions Undertaken Very satisfied Somewhat satisfied Neither satisfied Somewhat Very dissatisfied nor dissatisfied dissatisfied Electronic direct mailers 53.00% 36.00% 7.00% 5.00% – Develop/Maintain brand specific website 42.00% 44.00% 14.00% 2.00% -- Develop/Maintain promotional website 36.00% 50.00% 14.00% -- -- Viral Ads 35.00% 50.00% 15.00% -- -- Social media initiatives 33.00% 31.00% 18.00% -- 18.00% Display ads 31.00% 58.00% 7.00% -- 3.00% Ad network 25.00% 62.00% 6.00% 7.00% -- Source: Digital Media Outlook 2009 Overall ad spends from the top 500 spenders are likely to fall by 10% It is estimated that the current online spends of the FMCG category from Rs. 5,136 crore in 2008-09 to around Rs. 4,653 crore in 2009- which is around Rs. 16 crore, is likely to go up to almost Rs. 72 crore in 10. But the spends on digital media by the top 500 marketers is likely to 2009-10, an increase of 353%. IT/ITeS/Internet companies are likely grow 44% from current Rs. 278 crore to Rs. 399 crore. And if top to increase their spends by almost 70%. BFSIs are likely to cut down marketers continue to account for only about 2/3rd of the total online spends by 35% from their current Rs. 47 crore budget to Rs. 30 crore. spends, then the total online ad spend kitty may well cross Rs. 625 (Source: Digital Media Outlook 2009) crore or so in 2009-10. Table 2.2.233 : Favored Ad Formats Table 2.2.232 : Estimated Ad Spend (2009-2010) Ad format/Size % Share Television 48.90% 120x600 11.14% Print 25.70% 160x600 7.91% Internet 8.60% 300x250 11.52% Radio 2.40% 468x60 18.18% Others 14.50% 728x90 40.32% Source: Digital Media Outlook 2009 POPS 3.59% Source: Right Media< previous 76
  • 9. Table 2.2.234 : Top 10 Web Domains Web Domains Total Unique Visitors (000) Total Pages Viewed (MM) Total Internet Audience 34,601 34,431 1 google.com 23,054 orkut.co.in 6,056 2 google.co.in 22,954 google.com 3,153 3 yahoo.com 19,431 google.co.in 2,282 4 yahoo.co.in 18,161 yahoo.co.in 1,497 5 orkut.co.in 15,487 yahoo.com 1,017 6 blogger.com 10,632 rediff.com 1,005 7 youtube.com 10,558 facebook.com 711 8 rediff.com 9,331 youtube.com 659 9 wikipedia.org 7,471 in.com 273 10 facebook.com 6,887 live.com 260 Source: comScore, June 2009Table 2.2.235 : Top 10 Properties Properties Total Unique Visitors(000) Total Pages Viewed (MM) Total Internet Audience 34,601 34,431 1 Google Sites 25,830 Google Sites 12,347 2 Yahoo! Sites 22,864 Yahoo! Sites 2,577 3 Microsoft Sites 13,351 Rediff.com India Ltd 1,027 4 Rediff.com India Ltd 9,521 Microsoft Sites 444 5 Wikipedia Foundation Sites 7,522 Network 18 386 6 AOL LLC 6,334 Indian Railways 261 7 Ask Network 5,789 ICICI Bank 222 8 Times Internet Limited 5,601 Times Internet Limited 199 9 Indian Railway 5,251 Naukri 185 10 CBS Interactive 5,005 Metacafe 142 Source: comScore, June 2009 77 next >
  • 10. Mobile Table 2.2.236 : How People Use Mobile In 2011, it is estimated that approximately 11% of the global mobile Purpose Minutes (Average time per week) device unit shipments will be to India. Calls (making and receiving) 513 (Source: Content Sutra/ EMarketer) FM Radio 321 According to industry estimates, mobile marketing, a Rs 300-crore (Rs Mobile Internet 120 3-billion) market in 2008-09, is expected to reach Rs 500 crore by Mobile Gaming 95 2012. Source: Nokia –TNS study, 2009 (Source: Nokia –TNS study, 2009) Table 2.2.237 : Share Of Time Spent On Mobile Internet According to a report in early 2007, around 10% of the mobile Internet browsing 23.00% subscribers in metros use GPRS facility and 2-3% in tier II and III cities have subscribed to GPRS. Approximately 40-45% phones, sold in Downloading content 16.00% India, were GPRS - enabled a year ago. According to IDC, in India, the Internet Radio 13.00% sale of camera phones was registering around 25% quarter-on- Social Networking 11.00% quarter growth. Accessing emails 10.00% Instant messaging 7.00% The mobile Internet is also catching up in India with nearly a quarter (24%) of affluent Indians owning a mobile phone with Internet function. Internet blogging 6.00% (Source: Synovate) Services 6.00% Others 8.00% Nearly half (48.9%) of all traffic arrives at social networks via their Source: Nokia –TNS study, 2009 mobile phones. (Source: Opera Mini global user study March 2008) A Nokia-TNS India study said that almost 14 per cent are already using mobiles to access the Internet. The Nokia-TNS study added that, on an average, mobile users accessed the web for 2.4 days a week versus 2.7 days a week through the computer. (Source: Nokia –TNS study, 2009) It shows that more mobile users are looking for new product information via the mobile web (28%) than the traditional web (26%). Also, 92% of the mobile users in metros access the mobile web when they are at home. Moreover, 56% users who noticed a banner ad went on to visit the mobile site of the advertiser and 18% of mobile web surfers said they had noticed a mobile banner ad. 29% of those that noticed a banner ad discussed the campaign with someone else. (Source: Nokia –TNS study, 2009)< previous 78

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