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India - Internet, Mobile and Social Media Landscape


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By the end of 2014, 240 million people will have access to the Internet in India. With nearly a billion mobile phones in use, it is also a truly mobile-first country. The mass urban uptake and growing rural reach of these new communication tools and services provide both exciting opportunities and new challenges for Indian social change initiatives.

This document intends to provide a quick over- view of the current media landscape. We’ve compiled it in support of organizations working across India, we hope you will find it useful!

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India - Internet, Mobile and Social Media Landscape

  2. 2. INTRO By the end of 2014, 240 million people will have access to the Internet in India. With nearly a billion mobile phones in use, it is also a truly mobile-first country. The mass urban uptake and growing rural reach of these new communication tools and servic- es provide both exciting opportunities and new chal- lenges for Indian social change initiatives. This document intends to provide a quick over- view of the current media landscape. We’ve com- pileditinsupportoforganizationsworkingacross India, we hope you will find it useful! M4ID Team
  3. 3. INTERNET
  4. 4. page 4 M4ID 2014 Internet INTERNET REACH A QUARTER OF A BILLION! Number of projected internet users June 2014 +240 MILLION   The internet in India took more than a decade to move from 10 million to 100 million and only 3 years from 100 to 200 million. From here on, we can hope to develop a robust internet ecosystem with a multitude of local and global players and a thriving Internet economy. IAMAI (Internet and Mobile Association of India) chairman Rajan Anandan
  5. 5. page 5 M4ID 2014 Internet ENGLISH THELANGUAGEOFCHOICE Most Internet users in India use English when accessing the web. Reasons for English preference include: - Lack of comfort with written South Asian languages - Mobile and computer technology that is often pre-installed with Roman alphabet keyboards and English-language web browsers Many organizations have opted for parts or all of their communications to take place in romanized Hindi to increase the accessibility of their outreach. Over 99% of Wikipedia use in India takes place in English language entries, despite the South Indian language presence on the service. Well designed South Asian language interfaces could present opportunities for local language adoption in digital communications. For eg. Google Hindi Input is a Hindi keyboard for devices running on Android. The app also supports transliteration. +99% Entries in English
  7. 7. page 7 M4ID 2014 INDIA A MOBILE-FIRST COUNTRY Number of mobile phones in use as of 2013 Number of mobile phones projected to be sold in 2015 Number of smart phones with internet capabilities projected to be sold in 2015 +875 MILLION +225 MILLION +75 MILLION World Bank Photo Collection
  8. 8. page 8 M4ID 2014 mobile ASPIRATIONAL at ALL LEVELS OF SOCIETY - Mobile phone penetration is spreading fast in all demographics in India - More equitably distributed in low resource communities than other types of technology - Highly aspirational, mobile phones have direct economic benefits, like access to banking and other economic activity 76% 89% 9% 25% In the poorest quartile In the RICHEST quartile has a mobile phone has a mobile phone has a television has a television (Source: BBC Media Action, 2013) MOBILE PENETRATION IN RURAL BIHAR: A COMPARISON The advent of mobile phones in rural communities, especially for women and girls, is a revolutionary opportunity, and it’s one that we are not yet seizing. There is an incredible amplification effect you can have through technology that allows more information and more opinions. Gannon Gillespie Director of Strategic Development, Tostan
  9. 9. page 9 M4ID 2014 Basic phones will remain the most relevant device in low resource settings. Despite low cost smartphones fast entering the mobile market, lack of Internet infrastructure and the cost of a monthly data plan are amongst the main barriers to uptake of mobile Internet services. World Bank Photo Collection
  10. 10. page 10 M4ID 2014 SMS and voice based technology continues to reach the biggest volumes of users, and will remain a significant media in the new communications technology landscape. Notably, many internet services can be provided via SMS or voice telephony, such as access to Google, Facebook, Twitter, Weather, news, word definitions, unit conversions, or language translations. SIMPLE INTERFACE MOBILE SERVICES REMAIN POPULAR For organisations, reaching key audiences through services that are not dependent on mobile internet might be more effective than though Internet-only channels.
  11. 11. page 11 M4ID 2014 sms and call services continue to grow U2topia, an SMS based navigation service, has added over a million users every month in 2014. The target age group is 13-24 year olds. CASE EXAMPLE JustDial processes over a million daily search queries: 40% of which originate from phone calls, and 60% come from web-based queries. Photo: Eirik Newth
  12. 12. page 12 M4ID 2014 Mera Swasthya, Meri Aawaz Voice-based mobile service sees fast growth in rural UP CASE EXAMPLE Mera Swasthya, Meri Aawaz is an Interactive Voice Response (IVR) service to gather and publishdataonillicitfeeschargedformaternal health care. Users register an incident through voice-guided phone call, by pressing numbers on their keypad. When the call is completed, the report is placed on a map and tracked in the service website. Run by the UP NGO Sahayog, over 200 incidents have been reported between its kickoff in January 2014 and April 2014. Service doesn’t rely on text messaging, making the use more accessible to users who do not type in Roman alphabet or don’t use text messaging functions in general.
  13. 13. page 13 M4ID 2014 mobile DRIVING Internet CONNECTIVITY The number of mobile Internet users is going to reach 155 million in India by the end of March 2014, and 185 million by June 2014, maintaining a quarter-on- quarter growth of 20%. the IAMAI and IMRB International report Active Internet users going online from their mobile phones
  14. 14. page 14 M4ID 2014 mobile INTERNET USER DEMOGRAPHICS Almost half of mobile Internet users are less than 25 years In contrast to older dempgraphics, user growth in the younger demographics is generated by both male and female segments. Rural/Urban Digital Divide exists, but on the decrease Urban internet mobile users 103 million by Dec 2013. Rural India expected to grow from 27 million users in Dec 2013 to 32 million by June 2014. 18AGE 25-30 31-35 36-40 41+18-24 48%
  15. 15. page 15 M4ID 2014 WHATSAPP STANDARDIZED MODE OF MESSAGING Active users, rapid adoption in India 40 MILLION Most popular feature GROUP CHAT Whatsapp and similar texting and telephony services are quickly replacing traditional SMS and voice calls on smartphones and select feature phones. It is free to use over wifi or with a data plan. Features include sending text messages and group chats as well as sharing images, video, and audio media. Whatsapp’s emerging popularity and quick scaling is quickly leading to a technology lock-in phenomenon, where the service becomes a standard mode of communication, much like mass SMS in the past. For example, Whatsapp is pre-installed in all sold units of Nokia ASHA phones. CASE EXAMPLE Whatsapp and similar messaging platforms are the most engaging applications in smart and feature phones, and are therefore an interesting media. These apps have played an important role in most of the global uprisings of the past few years with activists using the services to improve communica- tion and organize activities between protesters.
  16. 16. SOCIAL
  17. 17. page 17 M4ID 2014 SOCIAL MEDIA DOMINATES SCREENTIME India has the highest growth this year. User numbers will increase by 37.4%. Number of social media users Q1 2014 +130 MILLION Log on to social media services daily
  18. 18. page 18 M4ID 2014 HOW INDIA USES SOCIAL MEDIA While social media is dominantly used for personal reasons, 58% of Indian users discuss issues, products and services relevant to them. 86% • CHECK UPDATES 82% • SEND MESSAGE/ MAIL 81% • share/view photographs 79% • GET IN TOUCH WITH OLD BATCHMATES/COLLEAGUES 73% • WATCH VIDEOS/MOVIES OR LISTEN TO MUSIC 73% • KEEP IN TOUCH WITH FAMILY 63% • USE SITE’S APPLICATION 58% • DISCUSS ISSUES/PRODUCTS/SERVICES 52% • FIND OUT ABOUT PROSPECTIVE SPOUSE/LOVE INTEREST 51% • PLAY GAMES 46% • TRACK EX-BOYFRIEND/GIRLFRIEND/SPOUSE 43% • RESEARCH FUTURE EMPLOYER/EMPLOYEE Source: The Nielsen Company, absolutData
  19. 19. page 19 M4ID 2014 NIRBHAYA Mass public protests that followed the Nirbhaya case were self-motivated and social media platforms like Facebook, Twitter and Whatsapp played an important role in organising them. “The political class in India has been shaken by the speed and efficiency with which the protests were coordinated. ” ECONOMIC TIMES dec 29, 2012 18,000 tweets in response on 18 December 2012 ‘Rashtrapati Bhavan’, ‘Delhi Gang rape’ ‘Raisina Hill’ Top trending hashtags in India on 18 December 2012 Facebook 2012 ‘Delhi for Women’s Safety’ - Facebook pages created on December 18, 2012 received 5046 and 4263 ‘Likes’ respectively. Over 15,000 downloads Nirbhaya: Be Fearless App Automatically shows information on the driver, cab, route, and GPS location. AP Photo/Tsering Topgyal
  21. 21. page 21 M4ID 2014 FACEBOOK: 100 MILLION MONTHLY ACTIVE USERS site on the Internet after Google in India 2nd MOST VISITED the service from their mobile phones, often from their Facebook app. 85% USERS ACCESS Average users time spent on Facebook 2 HOURS Average Indian user connected to as many as 80 community pages, groups and events 80 COMMUNITY PAGES Demographics are diversifying, yet Facebook remains a young adult oriented service 18-34 YEAR OLDS
  22. 22. page 22 M4ID 2014 FACEBOOK Besides being a media platform where users can share and engage in a range of media such as videos, pictures and games, we expect to see a stronger move around storage (cloud-based) and utility services from Facebook. Neha Dharia, analyst at Ovum Facebook for Every Phone, Every Language Facebook has added Hindi to its java-based Facebook for Every Phone feature phone mobile app and will offer this in seven more local languages - Gujarati, Tamil, Malayalam, Kannada, Punjabi, Bengali and Marathi. Service offerings like Facebook for Every Phone and compli- mentary SMS based access dem- onstrate the growing interest amongst emerging user groups.
  23. 23. page 23 M4ID 2014 TWITTER 33 MILLION USERS Organisations are using Twitter to campaign, build awareness, raise funds, promote programmes, promote Facebook and other social media channels, highlight news about their cause, and update about activities in the organization, such as upcoming events or organizational milestones. 12th most visited site. Stark gender disparity - 80% of users are male and less than 20% of users are female. Source of news - 16% of Indian users regularly access the service to get news updates.
  24. 24. page 24 M4ID 2014 LINKEDIN 8TH MOST VISITED SITE 26 million members from India. For organizations, LinkedIn could be “a research database” of potential donors, board members, employees, partners or other networks. LinkedIn visualizes personal networks and it could also be leveraged as a means of getting introductions to potential partners through shared or connected acquaintances.
  25. 25. page 25 M4ID 2014 YOUTUBE KEY DRIVER OF INTERNET USAGE 6 % of the world’s 2 billion YouTube views come from India. 35 million unique visits in a month with a reach of almost 55% of online Indian population. Local content is distributed mainly through YouTube and is dominated by Bollywood. Anefficientwayofspreadinginformation especially when integrated with other popular social media platforms.
  27. 27. page 27 M4ID 2014 PINTEREST REACH YOUNG FEMALE marketing and outreach channel For Indian organisations, Pinterest offers an avenue for reaching urban educated female segments. Pinterest is especially effective in driving traffic to organisational websites, i.e. getting Pinterest users to visit the organisation’s website. Pinterest could also drive refferal for e.g. online and mobile fundraising. A visual bookmarking and sharing platform for collectingvisualobjects(photographs,graphics etc) on the web. 97% of users are women. Gained mass popularity in India in a relatively short time - An estimated 10% of all users from India. The mobile experience on smartphone and tablet is one of the reasons behind the strong user base of Pinterest.
  28. 28. page 28 M4ID 2014 INSTAGRAM ADDS AUTHENTICITY REAL TIME TO IMAGES A photo and short video sharing mobile application where users may apply digital filters to images, communicate through hashtags and share content to other social media services. Although seeing fast uptake, currently only 2.7% of the global users are from India. Up to 75% of Indian users are male. Instagram’s focus on smartphone might slow down its mass adoption in India. However, with mobile photography becoming widespread, Intagram is well positioned to become an effective communication tool in the future.
  29. 29. page 29 M4ID 2014 Intagrams are shot with a phone. Use cases include live reporting from the field or events. Captions and hashtags add context to the image. Real time documentation enables users to interact with the photos instantly through e.g. comments, likes, or questions. With a focused strategy and utilisation of the app’s image editing options, less experienced photographers are able to manage organisational accounts too.
  30. 30. page 30 M4ID 2014 QUORA 40% USERS FROM INDIA CROWDSOURCING AND DRIVING TRAFFIC OrganizationalpresenceonQuora may include sharing professional expertise of the organization, crowdsourcing advice, ideas, and insights around a topical issue. Quora questions may also be embedded on other platforms, which makes it good for driving traffic to a website. A question-and-answer website where questionsarecreated,answered,edited and organized by its community of users. First became popular amongst technology and entrepreneurship circles and university communities in India. Integration with Facebook was a propeller of success, as well as the English-only content that tended to cater to a highly educated population.
  31. 31. CONCLUSION
  32. 32. page 32 M4ID 2014 CONCLUSION Diversity of users The digital divide is continuously decreasing, and organisations will need to consider emerging user groups, like first-time Internet users, older demographics and non-native English speakers. Tailoring the message form and packaging it right becomes an important part of an organisation’s content strategy.
  33. 33. page 33 M4ID 2014 CONCLUSION For organisations, social media helps reach a wider audience, leverage limited resources more effectively, create trust, transparency and accountability, enable networking and knowledge sharing and disseminate information to targeted audience groups. INCREASE IMPACT THROUGH SOCIAL MEDIA
  34. 34. page 34 M4ID 2014 CONCLUSION FAST CHANGING SOCIAL MEDIA BEHAVIOUR New services and trends in use and uptake will continue changing fast. Organisations need to increasingly explore a multi-platform media strategy, so that they continue to reach their audience irrespective of social media service changes, like the ones lately seen with Facebook’s declining role.
  35. 35. page 35 M4ID 2014 CONCLUSION Technology when used properly, makes things very interactive and very user-driven. Butweneedtounderstandthatit’sonlyatool. It’s only as good as the content you can design for it. Prairie Summer Associate Director of Development Director of Communications at Equal Access International
  36. 36. page 36 M4ID 2014 PICTURE REFERENCES 7: World Bank Photo Collection. Photo ID: SDM-IN-091 World BankSDM- IN-091 World Bank 9: Community meeting Girl on cellphone Aurangabad India Photo © Simone D McCourtie. Photo ID SDM-IN-097 World Bank 11: 19: rape-of-five-year-old-girl-in-india/ 21: tech/facebook-suffers-outage-in-india-parts-of-us/article4357064.ece 32: 33: 82-million-monthly-active-users-in-india-62-million-via-mobile-405754 34: images/social_media_0.jpg
  37. 37. page 37 M4ID 2014 CONCLUSION ABOUT M4ID M4ID is a social enterprise delivering innovative communication and service design solutions for development and health. M4ID provides services for not-for-profit organizations and delivers projects across Asia, Africa, the Americas and Europe. We research and develop new service concepts, filling innovation gaps particularly in the area of reproductive, maternal and newborn child health. To learn more about M4ID visit: