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Internet in india 2010


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This presentation provides and insight into the growth of Internet in India and the opportunities it has for Marketers/Advertisers.

This presentation provides and insight into the growth of Internet in India and the opportunities it has for Marketers/Advertisers.

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  • 2. Contents Introduction Evolution of Internet in India Internet Statistics Penetration |Demography | Age | Gender |Geography Internet Surfing Habits Why Internet Internet Advertising India Internet Platforms Social Media – the next catchment area Future of Advertising – confluence of mediums Appendix/ Sources Credentials
  • 3. The Online Medium The Internet is the only medium that lets us do all this
  • 4. evolution of internet - India
  • 5. 1995 • VSNL introduces internet in India via dialup in 6 cities on Aug 14,1995 • launched by Ajit Balakrishnan. 1996 • India’s first cyber café called “Cybercafe” launched in a Mumbai hotel • First online banking site launched by ICICI Bank 1997 • launched; this becomes India’s first profitable dotcom • Sabeer Bhatia’s Hotmail sold to Microsoft for $400 million in USA ; he becomes the poster boy of the Internet age to Indians • India introduces new ISP policy which ends VSNL’s monopoly on internet • Sify becomes India’s first ISP 1998 • First major hacking case-teenagers hack data on BARC’s servers • Cybercafés start mushrooming across Indian cities • First cyber crime related arrest-2 arrested for • Indian Railways launches online ticketing site, 2001 • India’s first cyber crime police station opens in Bangalore • Dotcom bubble bursts – some sites close, some go into hibernation • Dotcoms start exercising exit options • EBay buys out & buys 2004 • First Indian Dotcoms IPOs are successful– & • A high profile cyber crime exposes sheer inadequacy of India’s IT laws - Baazee CEO jailed for MMS scandal • Youth is a key driver for the growing Internet base in India, with openness and adaptability to change being key factors. • The office is now the major access points for the Internet this year, having surpassed the popularity of cyber caf?s that were prominent last 2007 year. • Oniline gaming emerges as a revenue model. online gaming industry in India at Rs 210 million • Financial cos check online advertising growth at 32% 2009 • Online display advertising industry, grew at 38 per cent in 2008-09 to Rs 325 crore • Social Media becomes the high point in online engagement
  • 6. Statistics • India has an active internet population of 52 million • With a penetration level of 5.2% expected to reach 10% by 2015. • The country's Internet population has grown 2600% since 2000 • 58% of the Indian online population is in the age group of 19-35 • 36% of Internet users from India are from small towns and rural India • Sec C/D/E account for 35% of Indian internet users • 78% of the young audience prefer Internet to television when it comes to entertainment / information**
  • 7. Internet Penetration
  • 8. Internet Users > India-China-US-UK
  • 9. Geography
  • 10. SEC Classification
  • 11. Age Break Up
  • 12. Gender Split 32% 68%
  • 13. Daily Traffic Trend Highest traffic during late evening : 7-8pm Source: LiveMint
  • 14. Time spent : Websites accessed
  • 15. The Internet Advantage
  • 16. Purchasing Power on the Net
  • 17. Internet Advertising in India
  • 18. Online Ads Market in India • Online ad market in India is approximately INR 2350 Million in 2007-08. • expected that reach INR 3500 Million in 2008-09 • Reasons: – Increase in Internet Penetration – Increase in the online activities of the Internet users – Targeted Niche Advertising – Branding Power – Cost Effective – Behavioural Targeting – Creative Output – Online Sales – Global Reach
  • 19. Size of Internet Advertising • PWC 's report states that internet advertising will grow 32 per cent over the next five years and touch Rs 1,100 crore in 2012 from Rs 270 crore in 2007. • In 2007, the segment grew 69 per cent to Rs 270 crore from Rs 160 crore in the previous year. This was the highest growth compared with all other segments in the entertainment and media industry. • The share of Internet in the overall advertising pie is projected to grow to 2.4 per cent in 2012 from 1.4 per cent in 2007. • In the US for comparison the online advertising industry contributes around 10% to the total market size. • Globally it is estimated that market size is $45 billion for Internet advertising, which is 7.4 percent of the total $600 billion global advertising market
  • 20. Industry wise spend
  • 21. Industry spends growth
  • 22. Internet Ad = effective sales
  • 23. Advertising Opportunities Online
  • 24. Email Banner s Mobile Advtg. Website/Microsite Options Search Engines Content Integration Social Media Apps / Widgets
  • 26. Social Marketing • Definition – It is a platform for connection between like minded people or those that have a personal connection – Communities or groups are initially formed on physical connections & social networks radiate outwards based on common interests between people (MGM). – Social networking provides the platform for people to engage & find other like minded individuals.
  • 27. But Why Should I Care..?
  • 28. 15,000 Indians watched a video BECAUSE 1,000 Indians tweeted about their day 8,000 Indians updated their status message 15,000 Indians watched a video In the last 5 mins..
  • 29. SOCIAL-NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN MOST SITES! >100,000,000 videos Almost 4,000,000 200,000,000 (65,000 new videos/day) articles blogs 45% have started their own blog 73% 1.5 million of active online users have read a residents blog
  • 31. The old communication model was a monologue.
  • 32. The new communication model is a dialogue.
  • 34. “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto”
  • 36. Tomorrow’s consumers are today’s “digital natives.”
  • 37. But where does social marketing fit in a marketing context?
  • 38. Consumers expect to see commercials messaging on portals & sites. But on social network sites, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem.
  • 39. Continual rise of social media: Content creation is mainstream New influence landscape: the rise of social media 90% 80% Read blogs / weblogs 70% Start my own blog/ weblog 60% Leave a comment on a blog site % Ever Done 50% Upload my photos to a photo sharing site 40% Upload a video clip to a video sharing site 30% Watch video clips online 20% Create a profile on a social network 10% Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social 0% Media Tracker Power to the People Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08 Results from the social media tracker have consistently proved the massive growth of social media platforms and movement of content creation into the mainstream.
  • 40. Evolved Conversation Prism
  • 41. Visualizing the social network Legends Community clusters Micro social networks that exist with a set of communities eg. Facebook Interactions between “community clusters” Enabled through platforms such as blogs, media sharing, feeds, communities, mobile technology etc. – people are meeting, connecting, organizing, sharing and collaborating in unprecedented fashion
  • 42. Five key Social Marketing take outs • Absolute relevance – Just because you can, doesn’t mean you should • Community – Understand your audience & reason for being • Involvement – Offer something your audience wants • Creative – If it looks like an ad & smells like an ad, it won’t work in social networking • Measurement – What does success look like ? What is the economic value of the campaign ?
  • 44. The new Consumer The TV Generation The Net Generation • Switch off • Switch On • I receive • I send & receive • Couch Potato • Subway Surfer • Helpless • Powerful • Monoculture • Multi-culture • United • Fragmented
  • 45. The New Broadcaster Broadcasting 1.0 Broadcasting 2.0 – Closed systems – Open Network – One to many – One to One – Many to Many – The Network =Power – Networked = Power
  • 46. Future of Advertising/Media
  • 47. So what is Content, in the Future? • Professionally produced and traditionally / legally owned • Created by the Users and sharedalike- commons-public-free-etc • Meta-Content: the Users’ data and click-streams layered around other (professional) content • Pro Content ‘appropriated’ by Users – The Users themselves • the Power of the Link Economy – The Real-Time Web is here – Following Logic (from Impressions to Followers) – Filtered & Curated by Pros and Peers – The shared ‘National’ Experience is back! – Fragmentation and Aggregation
  • 48. It’s hard to ‘own’ a copy now but You can own the… Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing...
  • 49. Open Content Curation: Exposing and Seeding, Testing, A lot of Content Producers will expand into becoming Rating, Tagging, Contextualizing, - Context Providers, Curators, Aggregators, Packagers... Remixing, (Re-)Framing, Packaging...
  • 50. Open Mobile Connected Collaborative Interdependent
  • 51. People will consume this way…
  • 52. Future of Advertising/Media
  • 53. Summarizing • The new content economy has created a huge opportunity to create new models of communication • The peripheries of content will rule and not just the content • Adding value should be the focus, not extracting it • Focus on the audience, first, and only then on the revenues • Constant Innovation is the key – there is no handbook to success !
  • 54. Sources: • Evolution of Internet in India : – – • Internet Statistics – – (IAMAI- ICUBE 2009) – – • Emergence and Rise of Social Media – • Evolved Conversation Prism – • Visualizing the social Network – • Future of Media – –
  • 55. Credentials • Vikram Gupta – Digital Marketing Professional – Business Head (Delhi) @ Ignitee Digital Solutions Pvt Ltd. |