Digital Media Landscap of Pakistan & Lahore

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Global & Regional Trends of Internet
Pakistan - Digital Landscape
Media & Internet Penetration
Digital Demographics
Second Screen Opportunities

Lahore – A Digital Overview
Internet Trends in Lahore - Survey Findings

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Digital Media Landscap of Pakistan & Lahore

  1. 1. DIGITAL LANDSCAPE OFPAKISTAN Prepared & Compiled by Waqas Nasir
  2. 2. ROADMAP Global & Regional Trends of Internet Pakistan - Digital Landscape • Media & Internet Penetration • Digital Demographics • Second Screen Opportunities Lahore – A Digital Overview • Internet Trends in Lahore - Survey Findings • Business Opportunities • Challenges Prepared & Compiled by Waqas Nasir
  3. 3. INTERNET USAGE - WORLDWIDE Internet User in the World by Internet User in the World Geographic Regions – 2011 By Geographic Regions – 2011 Percentage Distribution Asia 1016.8 Europe 500.7 1% 4% North America 273.1 6% Australia 10% Latin America 235.8 Middle East 45% Africa 139.9 12% Africa Middle East 77.6 Latin America Australia 23.9 North America Europe 0 500 1000 1500 22% Asia Millions of Users Penetration Rate North America 78.6% Latin America 67.5% Australia 67.5% Europe 61.3% Middle East 35.6% Asia 26.2%NOTES:- The Asian Internet Statistics were updated for December 31, 2011 Africa 13.5%- The demographic (population) numbers are based on data contained in Census Bureau.- The usage numbers come from various sources, mainly from data published by Nielsen 0.0% 20.0% 40.0% 60.0% 80.0% 100.0%Online , ITU , and other trustworthy sources. Penetration % Prepared & Compiled by Waqas Nasir
  4. 4. INTERNET USAGE IN ASIA POPULATION INTERNET USER % increase Penetration Users ( 2011 Est.) (Year 2000) 31-Dec-11 00 - 11 (% Population) % AsiaAfghanistan 29,835,392 1,000 1,256,470 125547% 4.21% 0.12%Bangladesh 158,570,535 100,000 5,501,609 5402% 3.47% 0.54% India 1,189,172,906 5,000,000 121,000,000 2320% 10.18% 11.90% Malaysia 28,728,607 3,700,000 17,723,000 379% 61.69% 1.74% Pakistan 187,342,721 133,900 29,128,970 21654% 15.55% 2.86% Singapore 4,740,737 1,200,000 3,658,400 205% 77.17% 0.36% Sri Lanka 21,283,913 121,500 2,503,194 1960% 11.76% 0.25% Thailand 66,720,153 2,300,000 18,310,000 696% 27.44% 1.80% APPENDEX - A Internet User in Asia December 31, 2011 Penetration (% Population) 100.00% 77.17% 80.00% 61.69% Asia 60.00% 45% 40.00% 27.44% Rest of The 15.55% 11.76%55% World 20.00% 4.21% 3.47% 10.18% 0.00% Prepared & Compiled by Waqas Nasir
  5. 5. Pakistan :An Increasing Trend of Internet Among the TOP 20 Countries with highest number of Internet Users Top 20 Internet Countries - 2012 Q1 with Highest Number of Users China 513.0 United States 245.0 India 121.0 Japan 101.2 Internet User in Asia Brazil 81.8 December 31, 2011 Germany 67.4 Russia 61.5 55% Indonesia 55.0 United Kingdom 52.745% France 50.3 Nigeria 45.0 Mexico 42.0 Sounth Korea 40.3 Iran 36.5 Asia Rest of The World Turkey 36.4 Italy 35.8 Philippines 33.6 Vietnam 30.9 Spain 30.7 Pakistan 29.1 0.0 100.0 200.0 300.0 400.0 500.0 600.0 Prepared & Compiled by Waqas Nasir
  6. 6. Pakistan :An Increasing Trend of Internet Among the TOP 20 Countries with highest number of Internet UsersBeing among the TOP 20 means …… “ The Internet Usage in Pakistan is Increasing tremendously, contributing 75% of Global Internet Consumption ” Top 20 Internet Countries Vs. Rest of the world Total World - Users 32.72% 2012 Q1 Rest of the World 25.50% 25% TOP 20 Countries 36.13% 75% 0% 5% 10% 15% 20% 25% 30% 35% 40% Penetration Rate (%age Population) TOP 20 Countries Rest of the World Prepared & Compiled by Waqas Nasir
  7. 7. Media & Internet Penetration In Millions Total TV SETS TV TV PENETRATION INTERNET PENETRATION % GROWTH Population VIEWERS % USERS (2000~08)INDIA 1,150 115 690 60% 81 7.1% 1520%MALAYSIA 25 3.8 20 80% 15.9 62.8% 329%SRILANKA 21 3.2 16 76% 0.78 3.7% 535%PAKISTAN 174 11 77 45% 29.2 15.5% 1300%SINGAPORE 4.6 1.8 4.5 98% 3.1 67.4% 159% Source: Internetworldstats.com, Economic Survey of Pakistan, PTA, Morgan Stanley. All Figures in Million • 187 Million Population • 62% of the population is youth (between 12 and 28) D i g i ta l Ke y F a c to r s O f • 29 Million internet users nationwide •By 2015 more than 50 Million internet PAKISTAN users in Pakistan Prepared & Compiled by Waqas Nasir
  8. 8. Internet Trends in Pakistan Progressive Trends ofSocial Media Internet Awareness Prepared & Compiled by Waqas Nasir
  9. 9. KEY DIGITAL FACTS 83% of the internet users watch video ... Where from Pakistan, there are clips 7.1 Million registered users on Facebook 57% of the internet users manage a profile on an existing social network 7.3 Million registered users on Yahoo 93% of the social media users think 6.4 Million app. registered users on MSN brands should have a social media presence 8.0 Million app. registered users on Gmail 10 Million video views on YouTube 56% of social media users feel both a stronger connection with and better 11 Million visits on Pakwheels served by companies when they can interact with them in a social 0.8 Million blogs written per month Prepared & Compiled by Waqas Nasir
  10. 10. KEY DIGITAL FACTS – PAKISTAN Market Demographics – Gender Based 120% 100% 29% 26% 37% 80% Females Males 60% 40% 74% 71% 63% 20% 0% Yahoo MSN Facebook Males Females • An increasing trend of Internet among the females. 30% • Measureable Audience on Internet • Male audience includes Professionals & Students in major • Highest female audience is present on Facebook 70%Source: Yahoo, Msn, Facebook Prepared & Compiled by Waqas Nasir
  11. 11. KEY DIGITAL FACTS – PAKISTAN Market Demographics – Age Based 100% 11% 9% 15% 80% 60% 71% <18 75% 76% 18 - 34 40% >34 20% 20% 10% 14% 0% Facebook MSN Yahoo Market Demographics - Average • An increasing trend of youngsters - male & females. 12% 15% • Actively engaged in Social Networking • Highly engaged in parallel communication mediums >34 • Current and future market prospects 74% 18 - 34 <18Source: Yahoo, Msn, Facebook Prepared & Compiled by Waqas Nasir
  12. 12. KEY DIGITAL FACTS – PAKISTAN FACEBOOKGender Base Distribution Facebook Pakistan User Distribution by AGE Facebook - Pakistan 16 - 17 years, 9.2% 13 - 15 years, 5.0% 31% undisclosed, 0.6% 65 - 100 years, 0.6% 55 - 64 years, 0.8% 45 - 54 years, 2.1% 69% 35 - 44 years, 6.1% - Female - Male 18 - 24 years, 49.7% 25 - 34 years, 26.0% Prepared & Compiled by Waqas Nasir
  13. 13. Second Screen - Mobile Density Mobilephone - Entire Network Make #1 Nokia 2% 2% 8% Nokia Samsung QMobile #2 3% NOTFOUND GFive 3% Shenzhen 4% SAMSUNG Sony Ericsson#3 QMobile 7% LG NKTel Motorola Gmobile Ahmad 60% GAlif ZTE BlackBerry Huawei Apple Gright Hongkong Prepared by Waqas Nasir
  14. 14. Mobile Trends A Powerful Tool of Second Screen Audience SMARTPHONE Nokia Samsung QMobile 44.19% Sony Ericsson 2.18% Shenzhen• 50% of the Mobile are capable of Gmobile using internet based APPS NKTel LG GFive• Windows & Symbian OS are still Ahmad 7.16% GAlif on the lead 11.55% Motorola Apple 2.62% 3.95% ZTE• Android is the NEXT BIG THING in Pakistan Market Regular - NON SMARTPHONE Nokia GFive Shenzhen • 50% of the Mobile are capable of LG Samsung using Network Based Service QMobile Motorola • Highest Revenue of VAS is NKTel Huawei generated from SMS & Ring Back SWS Tone (RBT) Services Megagate Gright 80.09% • Language Supported Mobile’s sales ZTC AG-Tel is increasing Hongkong Citi Phone (HK) Limited Simcom Siemens Prepared & Compiled by Waqas Nasir
  15. 15. Lahore MarketSURVEY• Facebook Activities of Shoppers in Lahore• Survey was conducted in January 2012• Locations: Xinhua Mall, Liberty Market, Y Block DHA Prepared & Compiled by Waqas Nasir
  16. 16. SURVEY - Findings Prepared & Compiled by Waqas Nasir
  17. 17. SURVEY - Findings Prepared & Compiled by Waqas Nasir
  18. 18. CONCLUSION OF THE SURVEY shoppers who are Facebook 60% users engage with brands through this networkBuying behavior of almost 20% is influenced by Social Media shoppers are constantly 30% engaged with social media through Second Screen Devices Of Leading Brands in 40% Lahore are present on digital medium for Branding and Sales Push Prepared & Compiled by Waqas Nasir
  19. 19. BUSINESS PROPOSITIONWAY FORWARD Prepared & Compiled by Waqas Nasir
  20. 20. OVERVIEW OF INTERNET SPENDINGInternet spend has increased by Internet Spend Breakup Google33%FY 10 PKR 0.418 Billion Facebook Cricinfo MSNFY 11 PKR 0.567 Billion 35% Geo.tv Jang.com.pk2%Spend of overall Advertising Yahoo Dawn Brecorder.com Tribune.com.pk127Mof Potential Lahore Market * Banner Network & Others Prepared & Compiled by Waqas Nasir
  21. 21. APPENDEX - A # Country or Region Population, Internet Users Internet Users2 Penetration World 2011 Est Year 2000 Latest Data (% Population) % Users 1 China 1,336,718,015 22,500,000 513,100,000 38.40% 22.50% 2 United States 313,232,044 95,354,000 245,203,319 78.30% 10.80% 3 India 1,189,172,906 5,000,000 121,000,000 10.20% 5.30% 4 Japan 126,475,664 47,080,000 101,228,736 80.00% 4.40% 5 Brazil 194,037,075 5,000,000 81,798,000 42.20% 3.60% 6 Germany 81,471,834 24,000,000 67,364,898 82.70% 3.00% 7 Russia 138,739,892 3,100,000 61,472,011 44.30% 2.70% 8 Indonesia 245,613,043 2,000,000 55,000,000 22.40% 2.40% 9 United Kingdom 62,698,362 15,400,000 52,731,209 84.10% 2.30% 10 France 65,102,719 8,500,000 50,290,226 77.20% 2.20% 11 Nigeria 170,123,740 200,000 45,039,711 26.50% 2.00% 12 Mexico 115,017,631 2,712,400 42,000,000 36.50% 1.80% 13 Korea 48,754,657 19,040,000 40,329,660 82.70% 1.80% 14 Iran 77,891,220 250,000 36,500,000 46.90% 1.60% 15 Turkey 78,785,548 2,000,000 36,455,000 46.30% 1.60% 16 Italy 61,016,804 13,200,000 35,800,000 58.70% 1.60% 17 Philippines 101,833,938 2,000,000 33,600,000 33.00% 1.50% 18 Vietnam 90,549,390 200,000 30,858,742 34.10% 1.40% 19 Spain 46,754,784 5,387,800 30,654,678 65.60% 1.30% 20 Pakistan 187,342,721 133,900 29,128,970 15.50% 1.30%TOP 20 Countries 4,731,331,987 273,058,100 1,709,555,160 36.10% 75.00%Rest of the World 2,235,794,808 87,927,392 570,154,469 25.50% 25.00%Total World - Users 6,967,126,795 360,985,492 2,279,709,629 32.70% 100.00% Prepared & Compiled by Waqas Nasir
  22. 22. APPENDIX - BAdvertising Spend - Pakistan Market 26.75Bn.Advertising Spend - Lahore Market 5.9Bn.Lahore market percentage 22%Internet spend Pakistan 0.576Bn.Internet spend – Lahore (22% of Adv Spend of Lahore) 0.127Bn.Internet spend in Lahore is an educated guess as nodata is available on city-wise advertising spend Prepared & Compiled by Waqas Nasir
  23. 23. APOTECH – We’ve got it allcovered for you!ALL WE HAVE COVERED YOUThank You

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