The document discusses the digital landscape in India, highlighting that 54% of internet users are aged 25 to 44 and detailing prevalent online activities across various situations. Mobile usage is prevalent during events such as commuting and watching TV, with significant engagement in social networking and texting. It contrasts digital advertising's advantages over traditional methods, emphasizing improved measurement, targeted marketing, and auction-based pricing.

1. DIGITAL TRENDS
©Professor Seema Gupta

2. ©Professor Seema Gupta
Source: comScore

3. How many Smartphone users in the world?
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4. ©Professor Seema Gupta
Source: comScore

5. ©Professor Seema GuptaSource: comScore

6. ©Professor Seema GuptaSource: comScore

7. ©Professor Seema GuptaSource: comScore

8. INDIA ONLINE
© Professor Seema Gupta

9. Overview of Digital in India
Its not a Youth Phenomenon
54% of Total Internet User
base is in the age bracket
of 25 to 44 (Primary Car
Buyer)
Source: comScore © Professor Seema Gupta

10. What do people do online?
Source: comScore © Professor Seema Gupta

11. © Professor Seema Gupta

12. Source: star counter global stats © Professor Seema Gupta

13. © Professor Seema Gupta

14. 63% of mobile web users engage in mobile activities
while watching TV
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15. Social networking is the main activity while watching
TV, followed by text messaging
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16. Where?
Mobile is becoming an important companion particularly for the
in between times
• 55% social event
• 61% commuting
• 82% lying in bed
• 51% spending time with family
• 51% shopping
• 81% waiting for something
• 22% in the bathroom
• 63% while watching TV
• 31% in a meeting or class © Professor Seema Gupta

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18. ©Professor Seema Gupta

19. THE DIGITAL LANDSCAPE

20. ©Professor Seema Gupta

21. Digital vs Traditional
• Remove Flaws of conventional advertising
 Measurement
 Inability to Target Intent
 Rate Card Based Pricing
• Solution
 Improve measurement
 Target Intent
 Auction Based Pricing

22. Digital VS Conventional
• Maximize efficiency rather than minimize
waste
• Ability to reach Niche Audiences
• Ability of the medium to have Individual
Communication based on interest,
psychographic

23. THANK YOU
© Professor Seema Gupta