India online - Digital trends 2013. Insights into the new digital ecosystem and the key trends for 2013

1. INDIA ONLINE
2013
DIGITAL TRENDS

2. THEMODERNDIGITALECOSYSTEM:
70%
53%
bought product or service
recommended via Twitter
48%
Facebook is the most effective platform to get
consumers talking about products
of active online adult social networkers
shop online
of consumers use Twitter to recommend
companies or products in their Tweets,
WEB SOCIAL MOBILE SEARCH

3. INDIANSAREVERYSOCIAL
70% of all Indian netizens are on
Facebook i.e approx 61.5 Mn.
No 3 in the world.
15 Mn Indians are on Twitter. India
has the 4th largest base of Twitteratis.
19 Mn Indians have a LinkedIn profile.
That‟s the 2nd highest in the world.
35 Mn unique visits in a month
with a reach of almost 55% of
Indian online population
12.4 Mn unique visits in a month which
is the 2nd largest base in the world.

4. How the Internet Affects New
Product Purchase DecisionsDIGITALINFLUENCE
Global
Electronics-81%
Appliences-77%
Books-70%
Music-69%
Clothing-69%
Cars-68%
Food/Beverage s -62%
Personal Hygiene – 62%
Personal Health/OTC-
61%
Hair Care-60%
TOP 10 NEW PRODUCT CATEGORIES RANKED BY PERCENT OF
CLAIMED INTERNET IMPORTANCE IN DECISION MAKING PROCESS

5. GOOGLE CONTINUES TO DOMINATE WITH A NEAR UNIVERSAL REACH OF 93%
GOOGLE SEARCH CONTINUES LEADERSHIP

6. Of Indian mobile web user now see
mobile as either their primary or
exclusive means of going online
72
%
Of Indian mobile web user are as
comfortable with mobile advertising as
the they are with TV or online advertising
73
%
Of Indian mobile web user are on
some kind of mobile device/tablet
WHILE WATCHING TV
26
%

7. TRENDSINDIGITALMARKETING
2013

8. television
computer
phone
tablet
I
Source: The Australian Online Consumer Report, Nielsen 2012
ATYPICALMODERNHOUSEHOLDTODAY

9. • Large trigger in facilitating discoverability
• Fragmented search needs consolidation (eg Yellow pages, Askme, Review sites etc.
• Visual Marketing will aid differentiation
• Interesting story telling aided by audio visual tools
• As e-commerce grows so will m-commerce
• Interesting alliances inspired from consumer behavior and relevance will facilitate
differentiation
How
consumers
view it
Find Choose
Use Buy
How
Advertisers
View it
Attract
Sell
Retain Support

10. TREND1 SEARCHRULES… but there‟s a fragmented need to
serve information

11. TREND2 MOBILEPROVIDESUNPARALLEDREACH&INTERACTIVITY
While the 2012 Mary Meeker report suggests that Mobile
Internet traffic has already crossed Desktop traffic, this
includes traffic from data cards.
This, however is a strong indicator that internet usage is
moving to mobile devices, and actual Mobile internet
traffic and will surpass Desktop traffic by early 2013
SENSE
MOVEMENT
TOUCH
LOCATION
AWARE
CLICK TO CALL/
SMS/CALENDAR
ON THE GO

12. TREND3 SOCIALISSHAPINGPURCHASEDECISION
Consumers are increasingly
relying on social media
while shopping
EXCHANGING
SHARING
In the last year he number
of minutes spent on
Facebook grew by 69%
Among social network user 1
in 4 have “friended” or follow
a company or brand
45% of twitter user share
opinions about a product or
brand more than once a day
Find Choose
Use Buy

13. tailing and how India‟s shoppers
are now buying online
THEADVENTOF‘ME’
• Shopper behaviour is being
fundamentally changed by the
increasing presence and
proliferation of online retail.
• Today, almost three in five (57%)
online shoppers have begun
comparing prices for household
grocery items on their internet-
enabled devices while 41
percent have purchased items
online in the last month.
“Deals, discounts,
convenience and easy
comparison make
e-commerce a viable
alternative for
shoppers.”

14. M-COMMERCE
CAGR
71.06%
2012-16
Smartphone owners are increasingly using their
devices for shopping, from researching products
and reviews, to comparing prices, finding retail
locations, and redeeming coupons
increasing collaboration between
service providers and banks.
Growth in mobile subscriptions is one of the key
factors contributing to this market growth.

15. WE’LL ALSO SEE…
VISUAL MARKETING
WILL BE KEY
CONTENT WILL CONTINUE
TO BE KING
Increased emphasis to
ensure that our content is
always engaging and
interesting
DISCOUNTS AND
GIVEAWAYS
will incentivize social
sharing of branded
content
Pinterest and Instagram have shown how visual marketing is the new
social media weapon And with Facebook‟s „share‟ functionality, visual
marketing is important on this platform too
ONLINE, DIGITAL AND
SOCIAL MEDIA MARKETING
will be key initiatives for
companies in 2013

16. WILL REMAIN THE MAJORITY
SPEND FOR MARKETING
It has also become the
largest debate forum –
where every view
imaginable is expressed
without any fear
ECOMMERCE AND SOCIAL
MEDIA WILL GROW TOGETHER
will incentivize social sharing
of branded content
Rather than displaying
advertisements online (such
as the typical banner
ads), companies will sponsor
content on websites
CONSUMERS WILL MARKET TO OTHER
CONSUMERS
The traditional marketing concept of "push
and pull" will lose effectiveness as a result
of the power that consumers gain through
the two-way dialog of social media
WORLD’S BIGGEST
NEWS SOURCE
REPUTATION MANAGEMENT
will grow as a crucial part of
using social media platforms
WE’LL ALSO SEE…

17. THANK YOU
CREDENTIALS
• VIKRAM GUPTA
– DIGITAL MARKETING PROFESSIONAL
– DIRECTOR NORTH @ IGNITEE DIGITAL
SERVICES PVT LTD.
VIKRAM@IGNITEE.COM |
VIKRAM.KR.GUPTA@GMAIL.COM
HTTP://IN.LINKEDIN.COM/IN/VIKRAMKRGUPTA/