Rise of India's Digital Consumer_2012 Comscore report

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Rise of India's Digital Consumer_2012 Comscore report

  1. 1. Rise of India’s Digital Consumer Kedar Gavane Director, India kgavane@comscore.com #SOII12
  2. 2. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1700+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 32+ locations in 23 countries #SOII12
  3. 3. Global Coverage, Local Presence #SOII12
  4. 4. comScore Digital Business Analytics Audience Measurement Site Analytics User Analytics Vertical Market SolutionsUnified Digital Measurement™ Social Analytics Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Mobile Analytics Customer Experience & Retention Management Presented by : Kedar Gavane, Director, India #SOII12
  5. 5. Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration Global GlobalPERSON Measurement MACHINE Measurement PANEL PAGE TAGS Unified Digital Measurement (UDM) Patent-Pending Methodology Adopted by 88% of Top U.S. Media Properties Presented by : Kedar Gavane, Director, India #SOII12
  6. 6. Broad Client base and deep expertise across key industries Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology #SOII12
  7. 7. Global Trends #SOII12
  8. 8. Global Online Growth Trend 7% Unique Visitors (in millions) Jul 11 Jul 12 15+ Age, Home and Work users 8% 574 617 3% 370 399 11% 11% 206 213 120 134 121 134 Asia Pac Europe North America Latin America Middle East & Africa• Worldwide online audience has grown by 7% in the last 12 months• Asia Pac markets have added over 40 million users and continues to grow strongly• Latin America and MEA have grown faster with over 11% Y-o-Y growth Presented by : Kedar Gavane, Director, India #SOII12
  9. 9. BRIC Nations - Growth Comparison Unique Visitors (in millions) 5% Jul 11 Jul 12 15+ Age, Home and Work users 41% 322 336 6% 20% 44.5 62.6 48.9 52 49.1 59 44.5 62.6 Brazil Russia China India• India is the fastest growing online market in the last 12 months• Russia and China have added over 10 million users in the last 12 months and continue to grow• India’s explosive online growth to continue, as most online categories show below average penetration compared to global averages Presented by : Kedar Gavane, Director, India #SOII12
  10. 10. Digital consumer achieves critical mass 15+ age, home and work Time Spent (in billion minutes) Shared, Mobile and others Unique Visitors (in millions) 48 124.7 36 114 62.6 56.3 July 2011 July 2012 83 88.5 46.3 Pages Viewed (in billions) 44.5 57.7 62.1 38.5 42.2 69.9 54.6 Jul 11 Nov 11 Mar 12 Jul 12 July 2011 July 2012• Total internet usage of 124.7 million in July 2012, a 41% growth from last year• Engagement metrics have been maintained• With 124 million internet users, India is at a 10% internet penetration *based on July 2011 to July 2012 data #SOII12
  11. 11. Demographic distribution - Youth driving the growth 1.3 55+ 1.8 2.4 45-54 yrs 3.6 6.5 35-44 yrs 9.7 15.3 25-34 yrs 23.7 75% 13.7 15-24 yrs 21.9 22.5 15 7.5 0 7.5 15 22.5 30 Demographic distribution of UVs in %• 75% of the audience is below the age of 35 yrs, makes it one of the youngest online population• Females form 39.3% of the total audience• Highest growth seen among 15-24 male and female segments Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
  12. 12. Online Category Trends July 2011-12 #SOII12 Presented by : Kedar Gavane, Director, India
  13. 13. The Super Seven - High growth categories YoY Growth % Jul’12 Reach % Games 60 41 40 News 54 80.3 Search 43 91.5 Retail 43 59.9 59.9 Health 43 21.1 21.1 SN 43 95.5 Travel 41 44• Unprecedented growth in Travel, Search, SN and News, surpassing WW averages• Growth to continue in Retail, Games and Health, as they are below WW averages• Key drivers being content and accessibility• Coupons category has de-grown by 38% as players have moved to allied verticals Graph based on July 2011 and Jul 2012 data for15+ Age, Home and Work users
  14. 14. The Top 10 Sites - Year on Year growth 39% 15+ Age, Home and Work users60 47% 59.7 Jul 11 Jul 12 52.1 9% Unique Visitors (in millions)45 42.8 40.3 21% 35.3 36.930 42% 46% 29.3 35% 19% 24.2 37% -6% 22.6 21.915 20.2 19.3 15.9 15 14.9 16.2 16.4 16.2 15.2 11.9 0 Google Facebook Yahoo! Microsoft Times Internet Wikimedia BitTorrent Network18 Ask Rediff • 3 out of the top 10 have kept pace with the overall growth • Increased engagement among the top 10 in terms of time spent and pages viewed • The frequency of user visits has also increased over 10-40% among the top 10 Presented by : Kedar Gavane, Director, India #SOII12
  15. 15. Explosion of News/Info Consumption News/Info Jul’12 Reach % Unique Visitors (in millions) Yahoo!-ABC News Network 20.4 The Times of India 18.7 50.2 New York Times Digital 11.3 HT Media Ltd 11.1 40.8 ONEINDIA.COM Sites 9.6 35.1 32.6 32.7 India Today Group 8.5 IBN Live 7.9 NDTV 7 The Economic Times 6.7 The Hindu Group 5.7 INDIA.COM NEWS 4.6 The Indian Express Group 3.7 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 BHASKAR.COM 3.2• A 54% growth registered, with multiple access points including mobile and tablets• The reach avg is close to global average of 80% and is still growing• One of the most engaged categories with 5 min per visit Chart based on July 2012 data for15+ Age, Home and Work users
  16. 16. Growing NRI consumption among local sites India NRI % of Unique Visitors100% 35% 22% 36% 53% 17% 32% 55% 12% 83% 88%75% 78% 65% 64% 68%50% 47% 45%25% 0% NDTV IBN Live Times of India Manorama Rediff In.com Cricbuzz ICICI Bank • Sizable international audience visitation key sites including News, Portals, Sports and Entertainment • Regional newspapers have the highest share of international audience and are the best way to reach out to NRI consumers • The traffic is growing across categories and we will be looking at reporting it as a separate segment in the coming dayss Chart based on July 2012 data for15+ Age, Home and Work users
  17. 17. Online Retail - The boom continues Retail Unique Visitors (in millions) Unique Visitors (in millions) 10 37.5 33.3 7.5 27.6 29 26.1 5 2.5 0 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 Amazon sites Flipkart Snapdeal Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 Jabong Myntra Homeshop18• 3 out of 5 online Indians visit online retail sites, growth of 43%• The category has seen mushrooming of several players across horizontals and verticals• A close battle between Snapdeal and Flipkart in horizontal retail and Jabong and Myntra in the lifestyle category respectively• Aggressive marketing and consumer need have led to this unprecedented growth Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
  18. 18. Fastest growing Retail categories YoY Growth % Jul’12 Reach % Apparel 362 13.4 Consumer Goods 119 2.9 Sports/Outdoor 100 2.8 Home Furnishing 98 1.5 Retail Food 90 2.1 Retail Movies 76 10 Comparison Shop 75 15• Apparel is the fastest growing retail sub-category, reaching 13% of online users• Consumer Goods, Home Furnishing and Sports have shown early signs of growth and will only grow faster in the coming months• Flowers/Gifts/Greetings category de-grown by 33%• Comparison shopping is expected to keep pace with retail reach of 60%• Vertical Retail segments will be the fastest growing in coming months Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
  19. 19. Reach in Travel category surpasses WW average Jul’12 Reach % Indian Railways 19.2 MakeMyTrip 11.6 Yatra Online 8.3 Makemytrip Yatra Jet Airways 4.6 11.6%TripAdvisor Media Group 3.9 8.3% INDIARAILINFO.COM 3.2 CLEARTRIP.COM 3 Cleartrip Expedia Inc 2.9 3% Travora Media 2.6 MUSTSEEINDIA.COM 2.3 REDBUS.IN 2 Unduplicated reach : 16.4%• 1 out of 5 online users visit Indian Railways site• High duplication among the OTAs, with customers looking for best fares• Alternative travel options like Bus and Car rentals have picked up in last 12 months Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
  20. 20. e-Commerce Transactions in IndiaIndian Payment Type Transaction Share, Q2  2012 Direct Debit 204 58% IRCTC MMT $ All Others $17 Travel Yatra $166 2% cash/COD 7% Average Transaction Sizes (Apr - Jun ’12) Mastercard 27 Flipkar t $35 Yeb hi $ 12% Retail Myntra $24 Visa 21%• Direct debit or Netbanking is the most popular format of the payment• Travel controls the majority of dollars and transactions in the market, driven largely by IRCTC• COD/Cash payments are more popular in the retail category• IRCTC averages at $17 per transaction and Flipkart stands at $35 per transaction Chart based on data for the months between Apr to Jun 2012 for Travel and Retail category
  21. 21. Facebook’s dominance 15+ Age, Home and Work users 47% Jul 11 Jul 12 52.1 Unique Visitors (in millions) 35.3 -69% 36% 12.6 5% 2% 7.9 5.8 3.8 3.6 3.8 3.7 3.8 Facebook Linkedin Orkut Twitter Bharatstudent• Facebook has emerged as the market leader in the SN category• The engagement on Facebook is highest among any category• Facebook users spent 3.8 hrs on an average in July 2012 and 17.4 visits per person• Linkedin has also shown over 36% growth in the last 12 months Presented by : Kedar Gavane, Director, India #SOII12
  22. 22. Entertainment - The blockbuster category Entertainment Jul’12 Reach % Unique Visitors (in millions) Youtube 53.7 55.8 CBS Interactive 14.8 47.8 43.6 SONGS.PK 8.8 40.6 41.1 omg!Yahoo! 8.8 Yahoo! Movies 7.7 BEEMP3.COM 7.6 DAILYMOTION.COM 7.2 ToneMedia 7.1 IMDb 6.9 MP3RAID.COM 6.2 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12• Entertainment category has 89% reach, still lower than WW average of 94.1%• Entertainment added 15 million UV’s in the last 12 months• Youtube leads the pack with highest reach in the category• The growth comes from bollywood video and music content, more sites to come up with the opportunity Presented by : Kedar Gavane, Director, India #SOII12
  23. 23. Mixed growth in other categories Finance 56.6 Real Estate 8 SBI 9.5 99acres 1.8 ICICI 9.2 magicbricks 1.8 HDFC 8.6 commonfloor 1.1 Moneycontrol 7.1 indiaproperty 1Indian overseas 6.7 makaan 0.7 Biz/Finance - 35% growth Real Estate - 38% growthCareer services 43.3 Automotive 17.8 Naukri 13.3 zigwheels 3.6 Timesjobs 6.6 Cardekho 2.8 Monsters 6.6 Carwale 2.7 Shine 4.7 Gaadi 1.8 Indeed 4.6 oncars 1.5 Career Services - 30% growth Automotive - 18% growth Presented by : Kedar Gavane, Director, India #SOII12
  24. 24. Online Video continues to soar Video Viewers (in millions) Min per viewer Videos viewed (in billion) 455 459 433 373 3.4 1.9 32.4 34.8 42.3 44.5 Jun 2011 Jun 2012 Jun 2011 Oct 2011 Mar 2012 Jun 2012• Online video viewers in India have grown over 37.3% Top YouTube Channels• The engagement has reached 3.4 billion videos every month Tseries 13.4• 52% of the total videos belong to the entertainment category Vevo 12.9• YouTube top channels are related to Bollywood YoBoHo 9 Eros 8.4• Video advertising has grown proportionally with growing inventory Shemaroo 7.5 Rajshri 7.4 Video Views (Millions) 15+ Age, Home and Work users
  25. 25. Mobile Engagement - The Growing Phenomenon Access Type by OS Top categories by % share Mobile Access Wifi Market Share of OS PC Mobile Tablet100% 50% 75% 72% 45% Others 54% 25% 24% 25% 63%75% 74% 75% 74%50% 55% 51% iOS 44% RIM25% 28% 4% 1% 25% Symbian Android 16% 16% 0% Android iOS RIM Symbian Weather Telecom SportsEnt - Music • The pages viewed on mobile has grown from 3% in July ’11 to 7% in July ’12 • Mobile and tablets access contribute to 7% of Indian online pages viewed • Food, Travel information, online trading are popular categories on tablets • ioS forms 80% of the tablet market share by page requests Device Essentials - Jun 2012, data based on total pageviews as the universe #SOII12
  26. 26. Future Trends in India - A Summary• Smartphones and tablets to drive engagement and usage further through WiFi access• Explosive growth expected in Games, Health, News and Retail categories.• Entertainment will be the key content growth area across mobile and PCs• Categories like Travel, News and Career services to continue steady growth• Increase in Cash-On-Delivery market share with great share of transactions from Retail• Online advertising to aid brands in reaching younger audiences Questions? #SOII12
  27. 27. Thank youRise of India’s Digital Consumer Kedar Gavane Director, India kgavane@comscore.com

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