India has the third-largest internet user base globally, with over 350 million users, predominantly using mobile devices. By 2016, 60% of these users accessed the internet via mobile phones, and this trend is expected to grow, especially among the youth. Mobile searches significantly influence consumer behavior, with many users seeking local information and making quick purchases related to their searches.

1. Mobile Internet Ecosystem-
Wherefingersdo thewalking!

2. Evolution of
Mobile Phone
Industry In
India

3. Internet Users
In India
Source : KPMG-FICCI M&E Industry report 2014-2015
2013 2014 2015 2016 2017
India has the third-largest Internet user base in the world, with more than 350+ million
internet users, of which more than 50% are mobile-only Internet users
(In million)

4. Mobile
Internet Users
In India
(In million)
2013 2014 2015 2016 2017
60% of internet users in India access the internet via their mobile phones now.
The number is expected to reach 315 million by 2017
Source : KPMG-FICCI M&E Industry report 2015

5. Youth
Dominated
15-24 25-34 35-44 45-54 55+
Powered by the YOUTH

6. Mobile
Internet Usage
In India
Source: Statista 2016
In 2015, 34.1 percent of mobile phone users accessed the internet from
their mobile phone. This figure is expected to grow to 47.4 percent in 2019
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
2014 2015 2016 2017 2018 2019
30.1%
34.1%
38.1%
41.0%
44.1%
47.4%
Percentageofmobilephoneusers
Year

7. How has
mobile
consumption
changed
Source: google

8. Indian
smartphone
users are
increasingly adopting
navigation, financial
services and even
shopping
0% 10% 20% 30% 40% 50% 60%
Watch catch up TV
Use Instant messaging services such as Whatsapp
Download / Stream Music Over the Internet
Online Shopping
Watch Video Clips on sites like Youtube
Online Banking
Download Apps for Free
Browse websites for Personal Use
Visit Social Networking Sites
Read or Send emails
14%
20%
24%
34%
35%
38%
39%
42%
52%
60%
Share Of Respondents
Source: google

9. Mobile
Search- An
Everyday affair
Source: google

10. Mobile
Search- An
Everyday affair
Source: google

11. Better
Conversions:
Result of Local
Searches
Consumers are using their mobiles to perform targeted, intention specific local searches, that convert
much better than other platforms. So a mobile user searching for restaurants, is more likely to look for
one nearby and call for a reservation, or walk into the restaurant, than someone searching on desktop
Source: google
94%o f s m a r t p h o n e u s e r s s e a r c h f o r l o c a t i o n i n f o
51% v i s i t e d a s t o r e
48% c a l l e d a s t o r e
29% m a d e a p u r c h a s e i n s t o r e
80% O f m o b i l e s e a r c h t r i g g e r e d s t o r e v i s i t s
h a p p e n w i t h i n 5 h o u r s o f i n i t i a l s e a r c h
85% O f m o b i l e s e a r c h t r i g g e r e d c a l l s t o s t o r e s
h a p p e n w i t h i n 5 h o u r s o f i n i t i a l s e a r c h

12. Consumers
shift to
Mobile- Brands to
leverage the shift
All those who downloaded a mobile app reported at least one benefit of using apps. The most common
benefit reported by 53 per cent of apps users was the ease with which they could use online services
via their mobile phone, such as online banking and shopping. Forty-seven per cent said apps gave
them immediate access to the services they required
Source: google

13. Reason Mobile
matters
Users expect their mobile experience to be as good as their desktop experience
Source: google

14. BIG IDEA
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15. Thanks For Watching