Everything you need to know about mobile, internet, social media, and e-commerce use in India in 2011. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com

1. INDIA
SOCIAL, DIGITAL
AND MOBILE IN
DECEMBER 2011
we are social

2. we are social
INDIA
38,045,000
858,370,000
MOBILE SUBSCRIBERS
100,000,000
INTERNET USERS
1,210,193,422
TOTAL POPULATION
INTERNET PENETRATION
MOBILE PENETRATION
71 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
8 %
3 %
URBAN
29% 71%
RURAL
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

3. we are social
50%OF THE INDIAN POPULATION
IS BELOW THE AGE OF 25
SOURCE: INDIA CENSUS 2011

4. we are social
72%
OF INDIA’S POPULATION
STILL LIVE IN RURAL AREAS
SOURCE: INDIA CENSUS 2011

5. we are social
MORE PEOPLE LIVE IN RURAL INDIA
THAN LIVE IN THE WHOLE OF THE USA
AND WESTERN EUROPE COMBINED
SOURCE: INDIA CENSUS 2011 DATA COMPARED TO UN DATA
(! )!

6. we are social
25%
GROWTH IN THE
NUMBER OF INTERNET USERS
IN INDIA OVER THE PAST 12 MONTHS:
SOURCE: INTERNET WORLD STATS

7. we are social
20,000,000
PEOPLE IN INDIA USE
THE INTERNET EACH DAY
SOURCE: TECHONZO, AS CITED IN PENN OLSON

8. we are social
2%
OF RURAL INDIANS
USE THE INTERNET
…BUT ONLY
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA

9. we are social
59%
OF INDIA’S INTERNET USERS ONLY EVER
ACCESS THE INTERNET VIA MOBILE DEVICES
SOURCE: MOBITHINKING

10. we are social
26 MINUTES
ONLINE EACH DAY
THE AVERAGE INTERNET
USER IN INDIA SPENDS
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA

11. we are social
70%
OF INDIA’S INTERNET
USERS ARE MALE
SOURCE: TECHONZO, AS CITED IN PENN OLSON

12. we are social
8,000
INTERNET CAFÉS ACROSS INDIA
THERE ARE AROUND
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

13. we are social
60%
OF INDIAN INTERNET
USERS STILL USE WEB CAFÉS
SOURCE: BUDDE COMM, AS CITED IN INTERNET WORLD STATS

14. we are social
18%
OF INDIA’S RURAL INTERNET
USERS HAVE TO WALK MORE THAN
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA, APRIL 2011
10KM
TO ACCESS THE INTERNET

15. we are social
?31%
OF THOSE LIVING IN RURAL PARTS OF
INDIA HAVE NEVER HEARD OF THE INTERNET
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA, APRIL 2011

16. we are social
THAT EQUATES
TO MORE PEOPLE
THAN THE TOTAL
POPULATION OF
BRAZIL
SOURCE: UN DATA
(! )!

17. we are social
70%
OF INDIAN INTERNET USERS
WATCH ONLINE VIDEOS
SOURCE: COMSCORE

18. we are social
13,000,000
INDIANS ARE REGISTERED ON
MATRIMONIAL DATING SITES
SOURCE: TECHONZO, AS CITED IN PENN OLSON

19. we are social
3 HOURS
ON SOCIAL MEDIA
SITES EACH MONTH
INDIAN NETIZENS SPEND
AN AVERAGE OF
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA

20. we are social
SOCIAL NETWORK USER NUMBERS IN INDIA:
SOURCE: TECHONZO, AS CITED IN PENN OLSON
FACEBOOK
38M
TWITTER
13M
ORKUT
28M
LINKEDIN
13M

21. we are social
37%
IN THE PAST 6 MONTHS
THE NUMBER OF FACEBOOK
USERS IN INDIA HAS GROWN BY
SOURCE: SOCIALBAKERS

22. we are social
FACEBOOK DEMOGRAPHICS IN INDIA
SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
MALE:
72%
FEMALE:
28%
18-24:
48%
13-17:
13%
25-34:
28%
35--44:
7%
45-54:
3%
55-64:
3%
65+:
1%

23. SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011we are social
# BRAND PAGE LIKES GROWTH
1 TATA DOCOMO 4,496,772 23.69%
2 KINGFISHER 2,594,325 9.71%
3 VODAFONE ZOOZOOS 2,494,963 2.95%
4 MUMBAI INDIANS 2,287,797 4.51%
5 FASTRACK 2,248,214 7.45%
6 AXE ANGELS CLUB 2,015,746 0.54%
7 PEPSI INDIA 1,728,412 3.19%
8 SHOPPERS STOP 1,613,342 11.86%
9 NIKE CRICKET 1,545,628 0.95%
10 PLAYUP CRICKET 1,426,142 28.29%
TOP FACEBOOK PAGES IN INDIA

24. we are social
GAMES ARE THE MOST POPULAR
ACTIVITY ON FACEBOOK IN INDIA
SOURCE: PENN OLSON

25. we are social
12,838,000
NUMBER OF LINKEDIN USERS IN INDIA:
SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

26. we are social
INDIA HAS THE SECOND
HIGHEST BASE OF LINKEDIN
USERS IN THE WORLD
SOURCE: SOCIALBAKERS

27. we are social
TWO THIRDS
OF INDIAN INTERNET USERS CHECK
ONLINE REVIEWS BEFORE BUYING PRODUCTS
SOURCE: TECHONZO, AS CITED IN PENN OLSON

28. we are social
US$ 10 BILLION
ESTIMATED VALUE OF E-COMMERCE IN INDIA IN 2011:
SOURCE: PENN OLSON

29. we are social
US$ 100
PER INTERNET USER
THAT EQUATES TO AROUND
SOURCE: BASED ON DATA FROM PENN OLSON AND INTERNET WORLD STATS

30. we are social
67%
OF INDIAN E-COMMERCE
COMES FROM MOBILE DEVICES
SOURCE: GOOGLE, AS CITED IN THE NEXT WEB

31. we are social
40%
OF GOOGLE SEARCHES IN INDIA
ARE CONDUCTED ON MOBILE PHONES
SOURCE: GOOGLE, AS CITED IN THE NEXT WEB

32. we are social
34%
THE NUMBER OF
MOBILE SUBSCRIBERS IN
INDIA IS GROWING AT AN ANNUAL RATE OF
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

33. we are social
290,000,000
MOBILE SUBSCRIBERS IN
RURAL AREAS OF INDIA
THERE ARE ROUGHLY
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

34. we are social SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011; TAM MEDIA RESEARCH, 2011
71% 61%
PENETRATION OF MOBILE
SUBSCRIPTIONS IN INDIA:
PENETRATION OF TV
IN INDIAN HOUSEHOLDS:
VS

35. we are social
200,000,000
NEW MOBILE SUBSCRIBERS IN INDIA THIS YEAR
GROWTH RATES INDICATE THERE WILL BE ROUGHLY
SOURCE: BASED ON DATA FROM THE TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

36. we are social
THAT’S LIKE ADDING THE TOTAL
POPULATION OF RUSSIA
SOURCE: UN DATA
(! )!

37. we are social
346,670,000
MOBILE DATA SUBSCRIBERS
IN INDIA IN JUNE 2011
THERE WERE
SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

38. we are social
THAT’S MORE THAN
THE ENTIRE POPULATION
OF THE UNITED STATES
SOURCE: UN DATA
(! )!

39. we are social
13 BILLION
ADVERTS ARE SERVED TO MOBILE
DEVICES IN INDIA EVERY MONTH
SOURCE: BASED ON DATA FROM INMOBI AND BUZZCITY

40. we are social
5,000
AD IMPRESSIONS
EVERY SECOND
THAT’S MORE THAN
SOURCE: BASED ON DATA FROM INMOBI AND BUZZCITY
(! )!

41. we are social
$US$ 3.6 BILLION
ESTIMATED VALUE OF THE INDIAN MOBILE
VALUE-ADDED SERVICES INDUSTRY IN 2011:
SOURCE: DELOITTE

42. we are social
$US$ 4.20
PER SUBSCRIBER
THAT EQUATES TO ROUGHLY
SOURCE: BASED ON DATA FROM DELOITTE AND WIKIPEDIA

44. This report has been compiled by We
Are Social Ltd (“We Are Social”) for
informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and
private companies, market research
firms, government agencies, NGOs,
and private individuals. While We Are
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as at the time of publishing, accurate
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