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2013 India Digital Future in Focus

The report outlines key insights and digital trends in the Indian online space, highlighting rapid media fragmentation and the growth of mobile audiences. Facebook leads as the primary social network, while YouTube dominates online video consumption, contributing to a significant increase in India's internet population, which reached 73.9 million users. Opportunities for online retail are on the rise, with local retailers like Myntra and Flipkart gaining traction in an increasingly mobile and interconnected marketplace.

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© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Key Insights and Digital Trends Shaping the Indian Online Space 22 August 2013 Key Insights and Digital Trends Shaping the Indian Online Space
© comScore, Inc. Proprietary. 2 Introduction Executive Summary Media fragmentation is occurring at light speed in today’s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. The strong swelling of mobile audiences, devices and consumption habits have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc. comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the Indian digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: A Singh worldpress@comscore.com #FutureinFocus
© comScore, Inc. Proprietary. 3 Key Takeaways Social networking still captures majority of screen time Social Networks capture the largest percentage of consumers’ time in the region. Facebook continues to be the number one social network with a 28% increase in traffic and a reach of 86%. LinkedIn emerges as number two, while Pinterest and Tumblr are the fastest growing networks. Entertainment and online video continues to grow The online video audience in India grew an astounding 27 percent in the past year, YouTube continues to be the top video property with more than 55% share. International publishers including Facebook, Yahoo and Dailymotion get a majority of the 54 million who watched videos. Local content is distributed mainly through the Youtube platform dominated by Bollywood. India is now the world’s third largest internet population Riding on a 31% year-on-year increase, India’s online population grew to 73.9 million. With an extended online universe in excess of 145 million the market is at a tipping point for online businesses Younger males and women aged 35-44 emerge as power users Three-quarters of India’s Online population is under 35. Males in the segment and women aged 35-44 are amongst the heaviest users Online Retail is on the rise Local While 60 percent of web users in India visit online retail sites, time spent on shopping sites still has huge growth potential. The space is dominated by local retailers led by Myntra, Flipkart and Jabong among others
© comScore, Inc. Proprietary. 4 Content SETTING THE SCENE Global Overview 5 Indian Online Landscape 9 Indian Mobile Landscape 16 2013 INDIA DIGITAL FUTURE IN FOCUS Digital Audience Behaviour 19 Social Networking 23 Online Retail 27 Entertainment and Online Video 31 News and Information 35 Online Travel 41 Sports 44 Real Estate 48 Search 52 Conclusion 56 Tweet-bits 60 Methodology 61 About comScore 63
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. GLOBAL OVERVIEW #FutureinFocus
© comScore, Inc. Proprietary. 6 Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe 66% 13% 34% 87% 1996 2012 Outside US Asia Pacific 41% Europe 27% North America 14% Middle East - Africa 9% Latin America 9% Outside US Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
© comScore, Inc. Proprietary. 7 India’s share in Asia Pacific Grows Second Largest Online Population in the Region China, 55.2% China, 54.0% India, 9.3% India, 11.5% Japan, 12.2% Japan, 11.4% Southeast Asia, 9.4% Southeast Asia, 9.6% Rest of APAC, 13.9% Rest of APAC, 13.5% Mar-12 Mar-13 ShareofAsiaPacificOnlinePopulation Total 604 MM Total 644 MM Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
© comScore, Inc. Proprietary. 8 37.2 26.8 26.1 17.3 17.2 North America Europe Latin America Middle East - Africa Asia Pacific HoursperVisitor Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Global Average: 23.4 Hours a Month 604 391 215 131 130 644 412 217 147 134 Asia Pacific Europe North America Latin America Middle East - Africa UniqueVisitors(MM) Mar-12 Mar-13 +7% +5% +1% +12% +3% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. INDIAN ONLINE LANDSCAPE #FutureinFocus
© comScore, Inc. Proprietary. 10 348,177 191,374 73,872 73,640 62,617 62,122 52,701 43,021 39,147 28,929 China United States India Japan Russian Federation Brazil Germany France United Kingdom Italy TotalUniqueVisitors(000) India is the World’s Third Largest Internet Population Overtakes Japan by Adding 17.6 Million Users in the Past Year India’s Internet audience grew by 17.6 million users since March 2012, a year-over-year increase of 31% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013 With an extended online universe in excess of 145 million the market is at a tipping point for online businesses
© comScore, Inc. Proprietary. 11 Indian Online Population grows steadily 73.9 Million Indians Surfed the Web via a Home or Work Computer GrowthOver1Year +31% 56,318 73,872 Total Unique Visitors (000) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
© comScore, Inc. Proprietary. 12 India’s Y/Y Online Population Growth Second Only to Brazil’s 45.5 56.3 6.1 14.1 56.0 62.1 73.9 7.4 16.1 62.6 Brazil India Philippines Vietnam Russian Federation UniqueVisitors(MM) Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 37% 31% 22% 14% 12% Year on Year
© comScore, Inc. Proprietary. 13 26% 28% 36% 25% 30% 26% 31% 39% 31% 30% 20% 24% 16% 22% 20% 14% 10% 6% 15% 12% 13% 7% 3% 7% 8% WW China India Russia Brazil %ofPopulation Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ India’s Online Population Skews Significantly Younger Than Other BRIC Countries with 75% Under the Age of 35 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 14 24.1 16.5 12.7 27.0 38.5 22.6 15.7 10.8 27.8 32.5 WW China India Russia Brazil AverageHoursperVisitor Males 15+ Females 15+ Females Comprise 39% of the Indian Internet Population Women Also Spend Less Time Online than Men Female Share of Internet Population 47% 45% 39% 52% 49% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 15 Women 35-44 are Heaviest Internet Users Among Age/Gender Groups Among Men, 25-34 year-olds are the Heaviest Internet Users 12.8 10.7 13.1 9.7 12.0 13.7 11.6 10.4 11.6 10.8 Males Females AverageHoursOnlineperUser 15-24 25-34 35-44 45-54 55 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. INDIAN MOBILE LANDSCAPE #FutureinFocus
© comScore, Inc. Proprietary. 17 77% 23% WiFi Cellular Non-PC traffic growth starting to accelerate in 2013 Mobile and Tablet shares grows to 14.2% 75% 80% 85% 90% 95% 100% Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other Non-PC Traffic: 14.2% Source: comScore Device Essentials –India, March13 (includes unknown mobile handsets)
© comScore, Inc. Proprietary. 18 Mobiles and tablets preferred choice of access for many Weather, Blogs and Music Increasingly Accessed “on the go” Source: comScore Device Essentials July 2013 33% 40% 74% 76% 66% 60% 26% 24% Weather Car Rental Blogs Entertainment - Music Percentageofusers PC Mobile + Tablet
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. DIGITAL AUDIENCE BEHAVIOUR #FutureinFocus
© comScore, Inc. Proprietary. 20 Social Networking Captures Large Share of PC Screen Time in India Share of Time Spent on Services (Email, IM) Also Significant Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 16% 13% 23% 9% 15% 20% 3% 25% 33% 38% 13% 9% 11% 9% 13% 43% 61% 35% 45% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WW China India Russia Brazil ShareofTotalMinutesSpentOnline All Other News/Information Retail Entertainment Social Networking Services
© comScore, Inc. Proprietary. 21 Fastest Growing Web Categories in India Blogs Category Showed Phenomenal Growth, Adding 11.6m New Users 7,221 7,339 24,278 8,109 13,390 11,141 35,906 11,571 Apparel Comparison Shopping Blogs Financial Information/Advice TotalUniqueVisitors(000) Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 85% 52% 48% 43% Year on Year
© comScore, Inc. Proprietary. 22 Top Web Properties - India 69,393 59,662 38,909 31,332 24,934 23,968 22,640 18,549 16,187 13,897 Google Sites Facebook Yahoo! Sites Microsoft Sites Wikimedia Foundation Sites Times Internet Limited BitTorrent Network Network 18 Ask Network Rediff.com India Ltd 167.9 217.7 72.1 19.4 11.1 17.5 0.1 25.7 4.0 35.2 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SOCIAL NETWORKING #FutureinFocus
© comScore, Inc. Proprietary. 24 Social Networking Continues to Grow in India Facebook Leads the Charge 86%Indian Web Users Visit a Social Networking Site 59,642,000Users visited Facebook on their PC’s 217Minutes Are Spent on Facebook by an Average User 28%Increase in Facebook Visitors in the last 12 months Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 25 18.7 9.1 14.5 8.2 1.7 7.9 9.2 Business-Focused LinkedIn in #2 Spot Twitter, Orkut, Tumblr and Pinterest among top 7 11,127 3,884 2,954 2,044 1,939 1,855 1,514 Linkedin TWITTER.COM ZEDGE.NET Orkut Yahoo! Profile TUMBLR.COM PINTEREST.COM Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 26 7,029 4,588 3,705 6,442 1,931 806 220 11,127 3,884 2,954 2,044 1,939 1,855 1,514 Linkedin TWITTER.COM ZEDGE.NET Orkut Yahoo! Profile TUMBLR.COM PINTEREST.COM Mar-12 Mar-13 Social – New Kids on the Block Tumblr & Pinterest Emerge as the Fastest Growing Networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 +58% -15% -20% -68% - +130% +589% Year on Year
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE RETAIL ON THE RISE #FutureinFocus
© comScore, Inc. Proprietary. 28 74.4% 84.1% 60.3% 62.7% 77.3% Worldwide China India Russia Brazil Reach of Retail Category Online Retail Market in India is Underdeveloped vs. BRIC Peers Significant opportunity to increase penetration and engagement 84.3 168.2 28.4 36.9 58.5 Average Time Spent on Retail Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June 2013
© comScore, Inc. Proprietary. 29 Local Retailer Myntra Shows Highest Growth and Leads the Category Highest Per-User Engagement is on Flipkart.com Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June 2013 13,173 12,649 12,425 11,924 8,447 8,109 6,092 MYNTRA.COM FLIPKART.COM Jabong.com Amazon Sites SNAPDEAL.COM HOMESHOP18.COM Indiatimes Shopping 6.0 16.2 6.3 7.6 7.8 3.1 1.9 Unique Visitors (000) Minutes per Visitor +156% +77% +124% +31% +10% +119% +151%
© comScore, Inc. Proprietary. 30 Largest Retail Subcategories Include Apparel, Computer and Electronics Sites, and Comparison Shopping Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June 2013 21.0% 16.0%15.0% 13.0% 11.0% 8.0%7.0% ApparelComputer Software Comparison Shopping Consumer Electronics Computer Hardware Health CareRetail - Movies % Reach of Retail Categories 17%18% 25%26% 80% Health CareFragrances/CosmeticsJewelry/Luxury Goods/Accessories TicketsRetail - Food Highest % Growth in 3 months (Retail Category)
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ENTERTAINMENT & ONLINE VIDEO #FutureinFocus
© comScore, Inc. Proprietary. 32 Entertainment and Online Video Remain Popular YouTube is the Number One Destination for Videos 74%of Internet Users in India Visited an Entertainment Site 54,025,000Watched an Online Video on their PC’s 31.5Million Viewers Watched Videos on Google Sites (YouTube) 27%Increase in the Indian Online Video Audience over a year Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, Mar’2013 & Video Metrix Mar’2013
© comScore, Inc. Proprietary. 33 Facebook,Yahoo! And YouTube Grow Further Metacafe,Times Internet and Vdopia lose Unique Visitors (000) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013 +24% +182% +100% -10% -6% +11% -34% +23% -58% +32% 31,519 18,606 8,243 6,444 4,275 2,880 2,388 2,095 1,511 1,397 Google Sites Facebook Yahoo! Sites VDOPIA.COM DAILYMOTION.COM VEVO Times Internet Limited Amazon Sites Metacafe Vimeo 55.7%Of All Videos Viewed were on Google Sites (YouTube) Year on Year
© comScore, Inc. Proprietary. 34 Tseries, Sony and UMG Top3 YouTube Partners StarIndia Keeps Users Glued On Longer 9,436 7,249 4,802 4,611 4,447 4,094 4,030 4,019 3,916 3,886 tseriesmusic SonyBMG UMG erosentertainment shemarooent ZEFR StarIndia saregama Fullscreen rajshri 15.3 8.8 7.3 8.0 9.2 7.9 27.6 8.3 6.9 8.9 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. NEWS/INFORMATION #FutureinFocus
© comScore, Inc. Proprietary. 36 News/Information Market also Underdeveloped vs. BRIC Peers Average of 33.5 Minutes Spent on These Sites 76.1% 61.1% 56.8% 70.9% 88.4% Worldwide China India Russia Brazil Reach of News/Information Category 69.7 50.4 33.5 28.8 60.7 Average Time Spent on News/Information Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 37 Newspapers and General News Sites Garner the Most Attention 21,518 26,676 1,566 1,450 24,889 28,104 1,771 1,192 Newspapers General News Weather Politics %ReachofNews/Information Categories Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 38 Web Users in India Source News from Local and International Sites The Economic Times has Heaviest Engagement Among Top Ten 13,165 9,721 6,325 5,921 5,549 5,043 4,245 4,167 3,866 3,319 Yahoo!-ABC News Network The Times of India New York Times Digital India Today Group HT Media Ltd ONEINDIA NDTV The Economic Times IBN Live INDIANWEEKLYNEWS.COM 14.0 10.3 3.5 8.5 6.8 8.5 13.1 19.1 13.4 1.1 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 39 Indian News Sites Attract Substantial Share of Visitors from Abroad 5,189 7,607 3,966 5,144 3,842 5,516 10,944 1,154 2,434 1,431 1,926 1,851 3,656 7,311 0 5,000 10,000 15,000 20,000 India Today Group HT Media Ltd IBN Live ONEINDIA The Economic Times NDTV The Times of India UV (000) from India UV (000) from Outside India Visitors from Inside vs. Outside India 40% 40% 33% 27% 27% 24% 18% Share of Audience Outside India Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 40 Blogs Have Seen High Growth in India Over Past Year Engagement Remains Low 53% 28% 49% 46% 83% Worldwide China India Russia Brazil Reach of Blogs Category 29.5 13.8 10.3 19.8 51.5 Average Time Spent on Blogs Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. ONLINE TRAVEL #FutureinFocus
© comScore, Inc. Proprietary. 42 Travel Category Gets More Users Time Spent on Travel Sites is Also Higher Than Others 36% 25% 38% 30% 37% Worldwide China India Russia Brazil Reach of Travel Category 25.6 15.4 26.7 25.9 15.9 Average Time Spent (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 43 Local Travel Sites Highly Popular Highest Visiting and Per-User Engagement on Indian Rail sites 13,675 7,602 3,352 3,176 2,645 2,495 2,253 1,620 1,597 1,584 Indian Railways MakeMyTrip Yatra Online TripAdvisor Inc. CLEARTRIP.COM INDIARAILINFO.COM GOIBIBO.COM REDBUS.IN Holidayiq MUSTSEEINDIA.COM 25.5 7.6 3.8 5.5 6.4 25.2 3.5 6.5 2.4 3.4 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 Y e a r o n Y e a r G r o w t h +9% +40% -49% +22% -35% +37% +125% +25% +102% +19%
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SPORTS #FutureinFocus
© comScore, Inc. Proprietary. 45 Sports Sites Reach a Quarter of the Indian Web Audience Average Time Spent Still Below Global Averages 38% 20% 26% 24% 53% Worldwide China India Russia Brazil Reach of Sports Category 55.1 31.0 29.6 51.3 50.1 Average Time Spent on Sports Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 46 Cricket Heavily Drives Visiting to Sports Sites in India ESPN is Top Site in the Category for Visiting and Consumption Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June’12 – June ‘13
© comScore, Inc. Proprietary. 47 Consumption on Sports Sites is Driven Heavily by Males Among Females, 45-54 Year Olds Have Heaviest Usage in the Category 35.1 16.1 35.9 16.3 31.4 18.4 29.9 20.7 26.8 19.3 Males Females AverageTimeSpentonSportsSites (MinutesperVisitor) 15-24 25-34 35-44 45-54 55 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. REAL ESTATE #FutureinFocus
© comScore, Inc. Proprietary. 49 Visiting to Real Estate Sites Still Has Room For Growth Average Time Spent is 16.9 Minutes per Visitor 18% 19% 8% 17% 14% Worldwide China India Russia Brazil Reach of Real Estate Category 27.8 17.4 16.9 15.3 16.6 Average Time Spent on Real Estate Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 50 Top Indian Real Estate Sites 1,809 1,391 846 618 551 383 382 MAGICBRICKS.COM 99ACRES.COM COMMONFLOOR.COM INDIAPROPERTY.COM Sulekha Property MAKAAN.COM Sulekha Rentals 19.3 15.8 5.9 9.6 7.5 9.5 10.8 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
© comScore, Inc. Proprietary. 51 Substantial Interest in Indian Real Estate Comes from Outside Country Indicates Interest in Investment or Vacation Properties from Abroad Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 382 383 551 618 846 1,391 1,809 66 54 94 189 138 160 208 Sulekha Rentals MAKAAN.COM Sulekha Property INDIAPROPERTY.COM COMMONFLOOR.COM 99ACRES.COM MAGICBRICKS.COM UV (000) Within India UV (000) Outside India 10% 10% 14% 23% 15% 12% 15% Share of Audience Outside India
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. SEARCH #FutureinFocus
© comScore, Inc. Proprietary. 53 296.2 230.0 80.4 52.6 59.6 44.7 320.4 241.9 76.9 67.5 60.9 60.5 China United States Japan India Germany Brazil UniqueSearchers(MM) Growth in Unique Searchers March 2012 to March 2013 Mar-12 Mar-13 India Now The 4th Largest Audience of Searchers in the World Unique Searchers in India Grew by 28% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2012 and March 2013 +8% +5% -4% +28% +2% Worldwide, the number of unique searchers grew by 6% over the same time period +35%
© comScore, Inc. Proprietary. 54 India’s Low Search Rate per Searcher Indicates Market Upside Average of 94.5 Searchers per Searcher is Well Below Global Average 78.3 127.8 137.9 94.5 114.5 182.1 China United States Japan India Germany Brazil SearchesperSearcher Average Searches per Searcher Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013 WW Avg. 119.7 Searches /Searcher
© comScore, Inc. Proprietary. 55 Google Accounts for Vast Majority of Searches in India Average of 33.5 Minutes Spent on These Sites 90% Composition of Internet Searches in India Google Sites Yahoo! Sites Ask Network Facebook All Other Key Search Statistics: India 67.5 million unique searchers 6.4 billion searches 7.6 billion search result pages 1.6 billion search visits Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. CONCLUSION #FutureinFocus
© comScore, Inc. Proprietary. 57 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices – now it’s the businesses who need to follow if they desire a unified, platform-agnostic view of consumer behaviour.
© comScore, Inc. Proprietary. 58 2013: Putting the Future in Focus MULTI-PLATFORM TAKES CENTER STAGE With the platform shift in full swing, businesses will be challenged in the coming year to stay ahead of consumers’ usage curve and deliver them with the content they want, when and where they want it. It will also be imperative to maintain revenue streams in the core digital channels while capturing market share and monetizing emerging channels. Doing so will require businesses to get even smarter in how they scale their content to other platforms by developing integration strategies that deliver unique offerings to advertisers. Integration between delivery of content and the ability to deliver campaigns in a multi-platform fashion remains a challenge, but the companies who facilitate this form of platform agnostic strategy will enhance value to marketers, simplify campaign management for agencies and foster greater pricing equilibrium between their content channels. As the bridge between traditional and digital platforms, online video will play an important leading role in how these integration strategies materialize.
© comScore, Inc. Proprietary. 59 2013: Putting the Future in Focus VALIDATION MATTERS In the last quarter (Apr-Jun’13) more than 111 billion display ad impressions were delivered across India’s websites. This number, set to go up by approximately 20% over a year, indicates an increasing level of comfort with a medium capable of delivering strong marketing ROI. While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality – whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability. comScore’s vCE benchmark study about viewable impressions over 1000’s of campaigns, showed that an average of 54% ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend. Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year.
© comScore, Inc. Proprietary. 60 Tweet-bits • At 73.9 million India’s is the 3rd Largest Online Population in the world, 2nd in Asia Pacific http://cmsc.re/hGKMc #FutureinFocus • 31% year-on-year growth makes India the fastest growing online population in Asia Pacific, 2nd in the world behind Brazil http://cmsc.re/hGKMc #FutureinFocus • Non-PC traffic in India zooms ahead, grows from 10.9% to 14.2% in 2013 http://cmsc.re/hGKMc #FutureinFocus • 75% of the Indian online population is under 35 yrs old http://cmsc.re/hGKMc #FutureinFocus • Women aged 35-44 are the heaviest internet users among all age/gender groups http://cmsc.re/hGKMc #FutureinFocus • Indian blogging audience grew 48%, close to 36 million. 26% blog traffic from Mobile and Tablets http://cmsc.re/hGKMc #FutureinFocus • 25% of PC screen time is spent on social, 86% Indian web users visit a social networking site http://cmsc.re/hGKMc #FutureinFocus • On an average, 217 minutes are spent on Facebook every month by Indian users http://cmsc.re/hGKMc #FutureinFocus • Myntra leads India’s online retail category in terms of users, Flipkart gets highest per-user engagement http://cmsc.re/hGKMc #FutureinFocus • 54,025,000 Indians watched online videos on their PC’s; 27% increase over a year http://cmsc.re/hGKMc #FutureinFocus
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. METHODOLOGY #FutureinFocus
© comScore, Inc. Proprietary. 62 Methodology and Definitions This report utilises data from the comScore suite of products, including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Video Metrix, comScore MobiLens, and comScore Device Essentials. comScore MMX The comScore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore MMX product suite includes individual products utilised within this report including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX
© comScore, Inc. Proprietary. 63 comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore ABOUT COMSCORE
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore India Digital Future in Focus 2013 #FutureinFocus Key Insights and Digital Trends from India @comScoreAPAC www.comscore.com www.facebook.com/comscoreinc Email: Media Requests: worldpress@comscore.com

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2013 India Digital Future in Focus

  • 1.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. Key Insights and Digital Trends Shaping the Indian Online Space 22 August 2013 Key Insights and Digital Trends Shaping the Indian Online Space
  • 2.
    © comScore, Inc.Proprietary. 2 Introduction Executive Summary Media fragmentation is occurring at light speed in today’s multi-platform environment, which features not only computers, but smartphones, tablets, gaming platforms and a seemingly ever-increasing number of emerging devices. The strong swelling of mobile audiences, devices and consumption habits have shown us that consumers have become more platform agnostic in their digital media consumption and happily switch devices throughout the day and into the night to stay up to date on email, news, social media etc. comScore has been preparing for a future scenario where most people will consume content on the go and PCs would no longer be the centre of the digital universe. This future is quickly becoming a reality. The following report examines how the latest trends in web usage, online video, mobile and search, social and shopping are currently shaping the Indian digital marketplace and what that means for the coming year, as comScore helps bring the digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: A Singh worldpress@comscore.com #FutureinFocus
  • 3.
    © comScore, Inc.Proprietary. 3 Key Takeaways Social networking still captures majority of screen time Social Networks capture the largest percentage of consumers’ time in the region. Facebook continues to be the number one social network with a 28% increase in traffic and a reach of 86%. LinkedIn emerges as number two, while Pinterest and Tumblr are the fastest growing networks. Entertainment and online video continues to grow The online video audience in India grew an astounding 27 percent in the past year, YouTube continues to be the top video property with more than 55% share. International publishers including Facebook, Yahoo and Dailymotion get a majority of the 54 million who watched videos. Local content is distributed mainly through the Youtube platform dominated by Bollywood. India is now the world’s third largest internet population Riding on a 31% year-on-year increase, India’s online population grew to 73.9 million. With an extended online universe in excess of 145 million the market is at a tipping point for online businesses Younger males and women aged 35-44 emerge as power users Three-quarters of India’s Online population is under 35. Males in the segment and women aged 35-44 are amongst the heaviest users Online Retail is on the rise Local While 60 percent of web users in India visit online retail sites, time spent on shopping sites still has huge growth potential. The space is dominated by local retailers led by Myntra, Flipkart and Jabong among others
  • 4.
    © comScore, Inc.Proprietary. 4 Content SETTING THE SCENE Global Overview 5 Indian Online Landscape 9 Indian Mobile Landscape 16 2013 INDIA DIGITAL FUTURE IN FOCUS Digital Audience Behaviour 19 Social Networking 23 Online Retail 27 Entertainment and Online Video 31 News and Information 35 Online Travel 41 Sports 44 Real Estate 48 Search 52 Conclusion 56 Tweet-bits 60 Methodology 61 About comScore 63
  • 5.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. GLOBAL OVERVIEW #FutureinFocus
  • 6.
    © comScore, Inc.Proprietary. 6 Distribution of Worldwide Internet Audience The US is no Longer the Center of the Online Universe 66% 13% 34% 87% 1996 2012 Outside US Asia Pacific 41% Europe 27% North America 14% Middle East - Africa 9% Latin America 9% Outside US Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
  • 7.
    © comScore, Inc.Proprietary. 7 India’s share in Asia Pacific Grows Second Largest Online Population in the Region China, 55.2% China, 54.0% India, 9.3% India, 11.5% Japan, 12.2% Japan, 11.4% Southeast Asia, 9.4% Southeast Asia, 9.6% Rest of APAC, 13.9% Rest of APAC, 13.5% Mar-12 Mar-13 ShareofAsiaPacificOnlinePopulation Total 604 MM Total 644 MM Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
  • 8.
    © comScore, Inc.Proprietary. 8 37.2 26.8 26.1 17.3 17.2 North America Europe Latin America Middle East - Africa Asia Pacific HoursperVisitor Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World Global Average: 23.4 Hours a Month 604 391 215 131 130 644 412 217 147 134 Asia Pacific Europe North America Latin America Middle East - Africa UniqueVisitors(MM) Mar-12 Mar-13 +7% +5% +1% +12% +3% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
  • 9.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. INDIAN ONLINE LANDSCAPE #FutureinFocus
  • 10.
    © comScore, Inc.Proprietary. 10 348,177 191,374 73,872 73,640 62,617 62,122 52,701 43,021 39,147 28,929 China United States India Japan Russian Federation Brazil Germany France United Kingdom Italy TotalUniqueVisitors(000) India is the World’s Third Largest Internet Population Overtakes Japan by Adding 17.6 Million Users in the Past Year India’s Internet audience grew by 17.6 million users since March 2012, a year-over-year increase of 31% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013 With an extended online universe in excess of 145 million the market is at a tipping point for online businesses
  • 11.
    © comScore, Inc.Proprietary. 11 Indian Online Population grows steadily 73.9 Million Indians Surfed the Web via a Home or Work Computer GrowthOver1Year +31% 56,318 73,872 Total Unique Visitors (000) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 to March 2013
  • 12.
    © comScore, Inc.Proprietary. 12 India’s Y/Y Online Population Growth Second Only to Brazil’s 45.5 56.3 6.1 14.1 56.0 62.1 73.9 7.4 16.1 62.6 Brazil India Philippines Vietnam Russian Federation UniqueVisitors(MM) Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 37% 31% 22% 14% 12% Year on Year
  • 13.
    © comScore, Inc.Proprietary. 13 26% 28% 36% 25% 30% 26% 31% 39% 31% 30% 20% 24% 16% 22% 20% 14% 10% 6% 15% 12% 13% 7% 3% 7% 8% WW China India Russia Brazil %ofPopulation Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ India’s Online Population Skews Significantly Younger Than Other BRIC Countries with 75% Under the Age of 35 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 14.
    © comScore, Inc.Proprietary. 14 24.1 16.5 12.7 27.0 38.5 22.6 15.7 10.8 27.8 32.5 WW China India Russia Brazil AverageHoursperVisitor Males 15+ Females 15+ Females Comprise 39% of the Indian Internet Population Women Also Spend Less Time Online than Men Female Share of Internet Population 47% 45% 39% 52% 49% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 15.
    © comScore, Inc.Proprietary. 15 Women 35-44 are Heaviest Internet Users Among Age/Gender Groups Among Men, 25-34 year-olds are the Heaviest Internet Users 12.8 10.7 13.1 9.7 12.0 13.7 11.6 10.4 11.6 10.8 Males Females AverageHoursOnlineperUser 15-24 25-34 35-44 45-54 55 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 16.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. INDIAN MOBILE LANDSCAPE #FutureinFocus
  • 17.
    © comScore, Inc.Proprietary. 17 77% 23% WiFi Cellular Non-PC traffic growth starting to accelerate in 2013 Mobile and Tablet shares grows to 14.2% 75% 80% 85% 90% 95% 100% Jan-13 Feb-13 Mar-13 PC Mobile Tablet Other Non-PC Traffic: 14.2% Source: comScore Device Essentials –India, March13 (includes unknown mobile handsets)
  • 18.
    © comScore, Inc.Proprietary. 18 Mobiles and tablets preferred choice of access for many Weather, Blogs and Music Increasingly Accessed “on the go” Source: comScore Device Essentials July 2013 33% 40% 74% 76% 66% 60% 26% 24% Weather Car Rental Blogs Entertainment - Music Percentageofusers PC Mobile + Tablet
  • 19.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. DIGITAL AUDIENCE BEHAVIOUR #FutureinFocus
  • 20.
    © comScore, Inc.Proprietary. 20 Social Networking Captures Large Share of PC Screen Time in India Share of Time Spent on Services (Email, IM) Also Significant Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 16% 13% 23% 9% 15% 20% 3% 25% 33% 38% 13% 9% 11% 9% 13% 43% 61% 35% 45% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WW China India Russia Brazil ShareofTotalMinutesSpentOnline All Other News/Information Retail Entertainment Social Networking Services
  • 21.
    © comScore, Inc.Proprietary. 21 Fastest Growing Web Categories in India Blogs Category Showed Phenomenal Growth, Adding 11.6m New Users 7,221 7,339 24,278 8,109 13,390 11,141 35,906 11,571 Apparel Comparison Shopping Blogs Financial Information/Advice TotalUniqueVisitors(000) Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 85% 52% 48% 43% Year on Year
  • 22.
    © comScore, Inc.Proprietary. 22 Top Web Properties - India 69,393 59,662 38,909 31,332 24,934 23,968 22,640 18,549 16,187 13,897 Google Sites Facebook Yahoo! Sites Microsoft Sites Wikimedia Foundation Sites Times Internet Limited BitTorrent Network Network 18 Ask Network Rediff.com India Ltd 167.9 217.7 72.1 19.4 11.1 17.5 0.1 25.7 4.0 35.2 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 23.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. SOCIAL NETWORKING #FutureinFocus
  • 24.
    © comScore, Inc.Proprietary. 24 Social Networking Continues to Grow in India Facebook Leads the Charge 86%Indian Web Users Visit a Social Networking Site 59,642,000Users visited Facebook on their PC’s 217Minutes Are Spent on Facebook by an Average User 28%Increase in Facebook Visitors in the last 12 months Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 25.
    © comScore, Inc.Proprietary. 25 18.7 9.1 14.5 8.2 1.7 7.9 9.2 Business-Focused LinkedIn in #2 Spot Twitter, Orkut, Tumblr and Pinterest among top 7 11,127 3,884 2,954 2,044 1,939 1,855 1,514 Linkedin TWITTER.COM ZEDGE.NET Orkut Yahoo! Profile TUMBLR.COM PINTEREST.COM Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 26.
    © comScore, Inc.Proprietary. 26 7,029 4,588 3,705 6,442 1,931 806 220 11,127 3,884 2,954 2,044 1,939 1,855 1,514 Linkedin TWITTER.COM ZEDGE.NET Orkut Yahoo! Profile TUMBLR.COM PINTEREST.COM Mar-12 Mar-13 Social – New Kids on the Block Tumblr & Pinterest Emerge as the Fastest Growing Networks Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2012 and March 2013 +58% -15% -20% -68% - +130% +589% Year on Year
  • 27.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. ONLINE RETAIL ON THE RISE #FutureinFocus
  • 28.
    © comScore, Inc.Proprietary. 28 74.4% 84.1% 60.3% 62.7% 77.3% Worldwide China India Russia Brazil Reach of Retail Category Online Retail Market in India is Underdeveloped vs. BRIC Peers Significant opportunity to increase penetration and engagement 84.3 168.2 28.4 36.9 58.5 Average Time Spent on Retail Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June 2013
  • 29.
    © comScore, Inc.Proprietary. 29 Local Retailer Myntra Shows Highest Growth and Leads the Category Highest Per-User Engagement is on Flipkart.com Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June 2013 13,173 12,649 12,425 11,924 8,447 8,109 6,092 MYNTRA.COM FLIPKART.COM Jabong.com Amazon Sites SNAPDEAL.COM HOMESHOP18.COM Indiatimes Shopping 6.0 16.2 6.3 7.6 7.8 3.1 1.9 Unique Visitors (000) Minutes per Visitor +156% +77% +124% +31% +10% +119% +151%
  • 30.
    © comScore, Inc.Proprietary. 30 Largest Retail Subcategories Include Apparel, Computer and Electronics Sites, and Comparison Shopping Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June 2013 21.0% 16.0%15.0% 13.0% 11.0% 8.0%7.0% ApparelComputer Software Comparison Shopping Consumer Electronics Computer Hardware Health CareRetail - Movies % Reach of Retail Categories 17%18% 25%26% 80% Health CareFragrances/CosmeticsJewelry/Luxury Goods/Accessories TicketsRetail - Food Highest % Growth in 3 months (Retail Category)
  • 31.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. ENTERTAINMENT & ONLINE VIDEO #FutureinFocus
  • 32.
    © comScore, Inc.Proprietary. 32 Entertainment and Online Video Remain Popular YouTube is the Number One Destination for Videos 74%of Internet Users in India Visited an Entertainment Site 54,025,000Watched an Online Video on their PC’s 31.5Million Viewers Watched Videos on Google Sites (YouTube) 27%Increase in the Indian Online Video Audience over a year Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, Mar’2013 & Video Metrix Mar’2013
  • 33.
    © comScore, Inc.Proprietary. 33 Facebook,Yahoo! And YouTube Grow Further Metacafe,Times Internet and Vdopia lose Unique Visitors (000) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013 +24% +182% +100% -10% -6% +11% -34% +23% -58% +32% 31,519 18,606 8,243 6,444 4,275 2,880 2,388 2,095 1,511 1,397 Google Sites Facebook Yahoo! Sites VDOPIA.COM DAILYMOTION.COM VEVO Times Internet Limited Amazon Sites Metacafe Vimeo 55.7%Of All Videos Viewed were on Google Sites (YouTube) Year on Year
  • 34.
    © comScore, Inc.Proprietary. 34 Tseries, Sony and UMG Top3 YouTube Partners StarIndia Keeps Users Glued On Longer 9,436 7,249 4,802 4,611 4,447 4,094 4,030 4,019 3,916 3,886 tseriesmusic SonyBMG UMG erosentertainment shemarooent ZEFR StarIndia saregama Fullscreen rajshri 15.3 8.8 7.3 8.0 9.2 7.9 27.6 8.3 6.9 8.9 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Video Metrix, March 2013
  • 35.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. NEWS/INFORMATION #FutureinFocus
  • 36.
    © comScore, Inc.Proprietary. 36 News/Information Market also Underdeveloped vs. BRIC Peers Average of 33.5 Minutes Spent on These Sites 76.1% 61.1% 56.8% 70.9% 88.4% Worldwide China India Russia Brazil Reach of News/Information Category 69.7 50.4 33.5 28.8 60.7 Average Time Spent on News/Information Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 37.
    © comScore, Inc.Proprietary. 37 Newspapers and General News Sites Garner the Most Attention 21,518 26,676 1,566 1,450 24,889 28,104 1,771 1,192 Newspapers General News Weather Politics %ReachofNews/Information Categories Mar-12 Mar-13 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 38.
    © comScore, Inc.Proprietary. 38 Web Users in India Source News from Local and International Sites The Economic Times has Heaviest Engagement Among Top Ten 13,165 9,721 6,325 5,921 5,549 5,043 4,245 4,167 3,866 3,319 Yahoo!-ABC News Network The Times of India New York Times Digital India Today Group HT Media Ltd ONEINDIA NDTV The Economic Times IBN Live INDIANWEEKLYNEWS.COM 14.0 10.3 3.5 8.5 6.8 8.5 13.1 19.1 13.4 1.1 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 39.
    © comScore, Inc.Proprietary. 39 Indian News Sites Attract Substantial Share of Visitors from Abroad 5,189 7,607 3,966 5,144 3,842 5,516 10,944 1,154 2,434 1,431 1,926 1,851 3,656 7,311 0 5,000 10,000 15,000 20,000 India Today Group HT Media Ltd IBN Live ONEINDIA The Economic Times NDTV The Times of India UV (000) from India UV (000) from Outside India Visitors from Inside vs. Outside India 40% 40% 33% 27% 27% 24% 18% Share of Audience Outside India Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 40.
    © comScore, Inc.Proprietary. 40 Blogs Have Seen High Growth in India Over Past Year Engagement Remains Low 53% 28% 49% 46% 83% Worldwide China India Russia Brazil Reach of Blogs Category 29.5 13.8 10.3 19.8 51.5 Average Time Spent on Blogs Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 41.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. ONLINE TRAVEL #FutureinFocus
  • 42.
    © comScore, Inc.Proprietary. 42 Travel Category Gets More Users Time Spent on Travel Sites is Also Higher Than Others 36% 25% 38% 30% 37% Worldwide China India Russia Brazil Reach of Travel Category 25.6 15.4 26.7 25.9 15.9 Average Time Spent (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 43.
    © comScore, Inc.Proprietary. 43 Local Travel Sites Highly Popular Highest Visiting and Per-User Engagement on Indian Rail sites 13,675 7,602 3,352 3,176 2,645 2,495 2,253 1,620 1,597 1,584 Indian Railways MakeMyTrip Yatra Online TripAdvisor Inc. CLEARTRIP.COM INDIARAILINFO.COM GOIBIBO.COM REDBUS.IN Holidayiq MUSTSEEINDIA.COM 25.5 7.6 3.8 5.5 6.4 25.2 3.5 6.5 2.4 3.4 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 Y e a r o n Y e a r G r o w t h +9% +40% -49% +22% -35% +37% +125% +25% +102% +19%
  • 44.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. SPORTS #FutureinFocus
  • 45.
    © comScore, Inc.Proprietary. 45 Sports Sites Reach a Quarter of the Indian Web Audience Average Time Spent Still Below Global Averages 38% 20% 26% 24% 53% Worldwide China India Russia Brazil Reach of Sports Category 55.1 31.0 29.6 51.3 50.1 Average Time Spent on Sports Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 46.
    © comScore, Inc.Proprietary. 46 Cricket Heavily Drives Visiting to Sports Sites in India ESPN is Top Site in the Category for Visiting and Consumption Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, June’12 – June ‘13
  • 47.
    © comScore, Inc.Proprietary. 47 Consumption on Sports Sites is Driven Heavily by Males Among Females, 45-54 Year Olds Have Heaviest Usage in the Category 35.1 16.1 35.9 16.3 31.4 18.4 29.9 20.7 26.8 19.3 Males Females AverageTimeSpentonSportsSites (MinutesperVisitor) 15-24 25-34 35-44 45-54 55 Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 48.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. REAL ESTATE #FutureinFocus
  • 49.
    © comScore, Inc.Proprietary. 49 Visiting to Real Estate Sites Still Has Room For Growth Average Time Spent is 16.9 Minutes per Visitor 18% 19% 8% 17% 14% Worldwide China India Russia Brazil Reach of Real Estate Category 27.8 17.4 16.9 15.3 16.6 Average Time Spent on Real Estate Category (Minutes) Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 50.
    © comScore, Inc.Proprietary. 50 Top Indian Real Estate Sites 1,809 1,391 846 618 551 383 382 MAGICBRICKS.COM 99ACRES.COM COMMONFLOOR.COM INDIAPROPERTY.COM Sulekha Property MAKAAN.COM Sulekha Rentals 19.3 15.8 5.9 9.6 7.5 9.5 10.8 Unique Visitors (000) Minutes per Visitor Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013
  • 51.
    © comScore, Inc.Proprietary. 51 Substantial Interest in Indian Real Estate Comes from Outside Country Indicates Interest in Investment or Vacation Properties from Abroad Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore Media Metrix, March 2013 382 383 551 618 846 1,391 1,809 66 54 94 189 138 160 208 Sulekha Rentals MAKAAN.COM Sulekha Property INDIAPROPERTY.COM COMMONFLOOR.COM 99ACRES.COM MAGICBRICKS.COM UV (000) Within India UV (000) Outside India 10% 10% 14% 23% 15% 12% 15% Share of Audience Outside India
  • 52.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. SEARCH #FutureinFocus
  • 53.
    © comScore, Inc.Proprietary. 53 296.2 230.0 80.4 52.6 59.6 44.7 320.4 241.9 76.9 67.5 60.9 60.5 China United States Japan India Germany Brazil UniqueSearchers(MM) Growth in Unique Searchers March 2012 to March 2013 Mar-12 Mar-13 India Now The 4th Largest Audience of Searchers in the World Unique Searchers in India Grew by 28% Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2012 and March 2013 +8% +5% -4% +28% +2% Worldwide, the number of unique searchers grew by 6% over the same time period +35%
  • 54.
    © comScore, Inc.Proprietary. 54 India’s Low Search Rate per Searcher Indicates Market Upside Average of 94.5 Searchers per Searcher is Well Below Global Average 78.3 127.8 137.9 94.5 114.5 182.1 China United States Japan India Germany Brazil SearchesperSearcher Average Searches per Searcher Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013 WW Avg. 119.7 Searches /Searcher
  • 55.
    © comScore, Inc.Proprietary. 55 Google Accounts for Vast Majority of Searches in India Average of 33.5 Minutes Spent on These Sites 90% Composition of Internet Searches in India Google Sites Yahoo! Sites Ask Network Facebook All Other Key Search Statistics: India 67.5 million unique searchers 6.4 billion searches 7.6 billion search result pages 1.6 billion search visits Internet Audience 15+ accessing Internet from a Home or Work PC Source: comScore qSearch, March 2013
  • 56.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. CONCLUSION #FutureinFocus
  • 57.
    © comScore, Inc.Proprietary. 57 2013: Putting the Future in Focus ADAPTABLE ANALYTICS REQUIRED This past year saw digital media’s continued rise in prominence as part of peoples’ personal lives and in business environments. Consumers are quickly becoming platform agnostic in their digital media consumption and in today’s world they can choose when and how they’d like to consume content. It might be that they started watching a film at home on their TV, continued watching it on their smartphone on the way to work, and finished watching it in bed at night on their tablet. It’s the pinnacle of convenience for consumers, but an utter headache from an audience measurement and advertising analytics standpoint. comScore has adapted to this changing digital world to become a trusted resource for understanding cross-platform consumer behaviour and enabling multi-platform unification of all data. Consumers have already adopted multiple platforms and devices – now it’s the businesses who need to follow if they desire a unified, platform-agnostic view of consumer behaviour.
  • 58.
    © comScore, Inc.Proprietary. 58 2013: Putting the Future in Focus MULTI-PLATFORM TAKES CENTER STAGE With the platform shift in full swing, businesses will be challenged in the coming year to stay ahead of consumers’ usage curve and deliver them with the content they want, when and where they want it. It will also be imperative to maintain revenue streams in the core digital channels while capturing market share and monetizing emerging channels. Doing so will require businesses to get even smarter in how they scale their content to other platforms by developing integration strategies that deliver unique offerings to advertisers. Integration between delivery of content and the ability to deliver campaigns in a multi-platform fashion remains a challenge, but the companies who facilitate this form of platform agnostic strategy will enhance value to marketers, simplify campaign management for agencies and foster greater pricing equilibrium between their content channels. As the bridge between traditional and digital platforms, online video will play an important leading role in how these integration strategies materialize.
  • 59.
    © comScore, Inc.Proprietary. 59 2013: Putting the Future in Focus VALIDATION MATTERS In the last quarter (Apr-Jun’13) more than 111 billion display ad impressions were delivered across India’s websites. This number, set to go up by approximately 20% over a year, indicates an increasing level of comfort with a medium capable of delivering strong marketing ROI. While delivering advertising at scale remains important, an increased premium on accountability and performance means advertisers may be sacrificing quantity for quality – whether that means leveraging more rich media, experimenting with larger ad units, or demanding ad viewability. comScore’s vCE benchmark study about viewable impressions over 1000’s of campaigns, showed that an average of 54% ads were never actually seen by their target audiences. It is more important than ever for advertisers to evaluate campaign viewability to improve optimisation and maximise the return on their media spend. Look for advertisers to demand more accountability and publishers to reconfigure site design and ad inventory to improve performance in the coming year.
  • 60.
    © comScore, Inc.Proprietary. 60 Tweet-bits • At 73.9 million India’s is the 3rd Largest Online Population in the world, 2nd in Asia Pacific http://cmsc.re/hGKMc #FutureinFocus • 31% year-on-year growth makes India the fastest growing online population in Asia Pacific, 2nd in the world behind Brazil http://cmsc.re/hGKMc #FutureinFocus • Non-PC traffic in India zooms ahead, grows from 10.9% to 14.2% in 2013 http://cmsc.re/hGKMc #FutureinFocus • 75% of the Indian online population is under 35 yrs old http://cmsc.re/hGKMc #FutureinFocus • Women aged 35-44 are the heaviest internet users among all age/gender groups http://cmsc.re/hGKMc #FutureinFocus • Indian blogging audience grew 48%, close to 36 million. 26% blog traffic from Mobile and Tablets http://cmsc.re/hGKMc #FutureinFocus • 25% of PC screen time is spent on social, 86% Indian web users visit a social networking site http://cmsc.re/hGKMc #FutureinFocus • On an average, 217 minutes are spent on Facebook every month by Indian users http://cmsc.re/hGKMc #FutureinFocus • Myntra leads India’s online retail category in terms of users, Flipkart gets highest per-user engagement http://cmsc.re/hGKMc #FutureinFocus • 54,025,000 Indians watched online videos on their PC’s; 27% increase over a year http://cmsc.re/hGKMc #FutureinFocus
  • 61.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. METHODOLOGY #FutureinFocus
  • 62.
    © comScore, Inc.Proprietary. 62 Methodology and Definitions This report utilises data from the comScore suite of products, including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Video Metrix, comScore MobiLens, and comScore Device Essentials. comScore MMX The comScore MMX suite of syndicated products sets the standard for digital audience measurement and media planning. Powered by Unified Digital Measurement™, the revolutionary measurement approach that bridges panel-based and website server-based metrics to account for 100 percent of a site’s audience, MMX delivers the most accurate and comprehensive suite of audience metrics, providing valuable demographic measures, such as age, gender, household income and household size. MMX reports on more than 70,000 entities, with audience measurement for 43 individual countries and 6 global regions, as well as worldwide totals. The comScore MMX product suite includes individual products utilised within this report including comScore MMX Multi-Platform (Beta), comScore qSearch, comScore Ad Metrix and comScore Video Metrix. http://www.comscore.com/Products/Audience_Analytics/MMX
  • 63.
    © comScore, Inc.Proprietary. 63 comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. A preferred source of digital audience measurement, comScore offers a variety of on-demand software and custom services within its four analytics pillars: Audience Analytics, Advertising Analytics, Digital Business Analytics and Mobile Operator Analytics. By leveraging a world-class technology infrastructure, the comScore Census Network™ (CCN) captures trillions of digital interactions a month to power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!. STAY CONNECTED www.comscore.com www.facebook.com/comscoreinc www.linkedin.com/company/comscore-inc www.youtube.com/user/comscore ABOUT COMSCORE
  • 64.
    © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore India Digital Future in Focus 2013 #FutureinFocus Key Insights and Digital Trends from India @comScoreAPAC www.comscore.com www.facebook.com/comscoreinc Email: Media Requests: worldpress@comscore.com