Digital India Snapshot Highlights Mobile Growth

Snapshot of Digital India – August 2013
Snapshot of
Digital India
August 2013

31 million
30 million
29 million
30 million
30 million
934.09 million
890 million
892.02 million
861.66 million
867 million
Aug ‘12
Nov ‘12
Feb ‘13
Apr ‘13
Aug ‘13
Aug ‘12
Nov ‘12
Feb ‘13
Apr ‘13
Aug ‘13
Connectivity
LANDLINE
CONNECTIONS
MOBILE
CONNECTIONS

123 million
137 million
150 million
168 million
200 million
14.82 million
15.08 million
15 million
15 million
15.2 million
70 million
78.7 million
87.1 million
87 million
90 million
Aug ‘12
Nov ‘12
Feb ‘13
Apr ‘13
Aug ‘13
Aug ‘12
Nov ‘12
Feb ‘13
Apr ‘13
Aug ‘13
Aug ‘12
Nov ‘12
Feb ‘13
Apr ‘13
Aug ‘13
INTERNET
CONNECTIONS
BROADBAND
CONNECTIONS
INTERNET
THROUGH MOBILE
Connectivity

75%
17.3%
3.2%
2.9%
1.0%
0.6%
30.4%
13.1%
5.1%
4.7%
4.2
42.4%
By Operating System
By Brand
Global Smartphone Market Shares
Others

90%
10%
Others
32.7%
18.8%
10.9%
5.9%
5.9%
By Operating System
By Brand
Others
Indian Smartphone Market Shares

ByOperatingSystem
ByBrand
28.3%
67.0%
4.5%
0.2%
35.50%
23.50%
21.40%
3.60%
2.70%
1.70%
1.50%
Global Tablet Market Shares
3.90%
2.30%
Others3.90%
White box

15.3%
12.3%
11.7%
88%
10%
1%
1%
60.7%
Others
ByOperatingSystem
ByBrand
Indian Tablet Market Shares

Other Smartphone
and
Tablet Statistics

Social Media
users in
India
114.8
33
20.12
54
20m
8.12
2.92
14.6
million
million
million
million
million
million
million
million

Projection for Social Media in India

United States
57.16%
Turkey
50.85
United Kingdom
54.61%
Brazil
43.31%
Mexico
44.51%
India
7.11%
France
42.85%
Penetration Percentages
of
Top 10 Countries
Philippines
36.82%
Indonesia
26.09%
Italy
42.73%

of
Top 10 Countries
Indonesia
44.20%
Saudi Arabia
41.66%
Singapore
34.74%
US
34.48%
Russia
33.41%
Australia
28.53%
France
26.40%
Malaysia
23.57% Argentina
22.62%
Philippines
21.18%
Mexico
16.16%
Thailand
17.10%
Canada
17.96%
Sweden
19.20%
India
19.41%

of
Top 10 Countries
United States
26.68%
India
1.92%
Brazil
7.29%
United
Kingdom
21.50%
Canada
24.75%
France
9.39%
Italy
9.44%
Spain
11.11%
Mexico
4.44%
Australia
22.65%

There are approximately 20,000 elite twitter users
that make up .05% of the population and receive 50%
of Twitter users’ attention
Of the Top 100 Fortune Global Companies, 77% have
Twitter accounts and 88% use Twitter to post company
news and updates.
By 2015, India will have more Facebook (FB)
users than any other country on Earth.
Facebook’s global user base is predicted to
touch the 1.8 billion mark by 2017.
India now accounts for
9% of LinkedIn’s total user base.
1% of LinkedIn addicts are responsible
for 26% of all its traffic.
Interesting Social Media Statistics

Company Facebook Twitter LinkedIn Google + Pinterest YouTube SlideShare Tumblr
112,004 Likes 32,707 Followers
443,962
Followers
and 193,793
Employees
5,166
Followers 2 Followers
699
Subscribers,
4,636 Views,
54 Videos
27
SlideShares
and 17
Followers NA
340,066
Followers
and 119,183
Employees
2,249
2,145
Subscribers,
214,258
Views, 275
Videos
281
Followers
and 289
Shares
Regularly
Updated
Profile
666,888 Likes
121,289
Followers
305,008
Followers
and 102,750
Employees
1,469
Followers
375
Followers
694
Subscribers,
114,126
Views, 194
Videos NA
Profile with no
updates
527,646 Likes
128,327
Followers
190,554
Followers
and 82,140
Employees
1,808
2,563
Subscribers,
2,758,449
Views, 175
Videos
290 Shares
and 142
Followers NA
73,700
Followers
and 30,127
Employees NA NA
167
Subscribers,
21,151
Views, 122
Videos
15 Shares
and 12
Followers
Profile with no
updates
Social Media Presence of
Top 5 IT Companies in India

Company Facebook Twitter LinkedIn Google + Pinterest YouTube SlideShare Tumblr
Group with
47 Members 44 Followers NA
108
Subscribers,
22,165
Views, 39
Videos
16 Shares
and 7
Followers NA
443,962
Followers
and 193,793
Employees
5,166
699
Subscribers,
4,636 Views,
54 Videos
27
SlideShares
and 17
Followers NA
4,763 Likes 773 Followers NA 33 Followers NA NA
58 Shares
and 2
Followers NA
Group with
1,013 Members 945 Followers
40,659
Followers
and 12,321
Employees
Group with 10
Members
375
Followers
22
Subscribers,
15,375
Views, 5
Videos NA NA
19,497 Likes 566 Followers
7,952
Followers
and 4,373
Employees 133 Followers NA
0
Subscribers,
308 Views, 9
Videos NA
Profile with no
updates
Social Media Presence of
Top 5 BPO Companies in India

Sales via social commerce are expected
to reach $30 billion within 5 years.
45% of social media users are at least “somewhat”
comfortable providing credit card details through
social media channels.
Men between the age group of 18-34 years, as
compared to others, are more comfortable providing
credit card details on social media.
20% social media users would purchase
products from the social media sites of
brands.
34% social media users would share
information about a purchase on a social
media site.
74% social media users would not use an alternative
currency (ex: Facebook credits) to make
a purchase on a social media site.
Only around 17% of Facebook pages feature products,
and only 4% enable check-out (complete purchase)
within the Facebook page.
Social Commerce (Global)

The average Indian, with internet
connectivity, spends 9.7 hours a week on
social networking.
In India, brands leverage social media to
target young consumers, who are
internet savvy.
Facebook and Twitter are the most
preferred networks for social commerce.
The social commerce market in India is predicted
to grow at a CAGR of 37.59 percent over the
period from 2012-2016.
72% of India’s active internet
users access social media.
Social media networking is second only
to checking email, when it comes to
online activities.
Social Commerce (India)

Smartphone-based retail sales are set to touch
$12 billion, 5% of total e-commerce sales, in 2013.
While the m-commerce penetration rate is set to double
by 2017, m-commerce in is still a tiny portion of
e-commerce—and, consequently, a minuscule share of
overall retail sales.
Of the $24.66 billion in mobile sales in 2012, $13.86 billion,
or 56.2%, came from tablets; $9.86 billion, or 40.0%, came
from smartphones; and $0.94 billion, or 3.8%, came from
other mobile devices.
M-commerce sales in the USA are predicted to
rise by 55.7% and touch $38.40 billion in
2013.
Retail sales on smartphones and tablets will represent
15% of e-commerce sales in 2013, 18% in 2014, 21% in
2015 and 24% in 2016.
Mobile Commerce (Global)

45% of Indians online use only their mobile
to access the Internet. This is expected to
increase to 60% over the next three years.
65 per cent of 4000 respondents in 10
countries including India and China are using
their mobile devices for shopping.
56% and 51% respondents respectively,
think debit cards and credit cards are safe
to use while making online payments.
49% respondents believe in the
security of in-store mobile payments.
68% have downloaded their banks'
apps on their mobile devices.
Mobile Commerce (India)

Near Field Communication
A couple of years ago, CitiBank introduced a field trial with the Nokia
6212 Classic phone in Bangalore. Called 'Citi Tap and Pay', Citibank
MasterCard Credit cardholders were given the option of buying the
Nokia device which would come preloaded with the application that
allowed them to make payments while receiving promotional offers
and discounts.
In Hyderabad, Megasoft Ltd's subsidiary XIUS announced an
agreement with Tata DOCOMO where the latter would test XIUS'
Mobile Touch Transaction (MTT) solutions to enable subscribers to
execute anytime, anywhere recharge, bill pay and download other
VAS services.
Indian online fashion and lifestyle shopping portal Yebhi.com has
launched thirty virtual stores inside cafés across Delhi and
Bangalore, using both NFC tags and QR codes. Customers who make
a purchase through the virtual store receive an instant discount of
200 rupees.

Chennai Metro Rail Limited (CMRL) plans to include an
NFC ticketing option when its service launches in 2015.
Madhya Pradesh Tourism Development Corporation is set to use NFC and
QR codes to provide tourists with information at heritage centres. By
tapping a tag or scanning a code at the popular Khajuraho and Orchha
tourist destinations, visitors who download the mobile app will be able to
access detailed information, videos and pictures on their mobile phone in
Hindi, English, Japanese, French and Mandarin.
Near Field Communication

Mobile Browser Market Shares - India
Google Chrome is the
most widely used browser
(46.6%)
Mozilla Firefox
comes second
(31.33%)
Internet Explorer
in the third position
(16.83%)
Opera
UC Browser
Nokia

Whatsapp - 200+ million users
WeChat – 300+ million users
BBM – 60 million users
Viber – 50 million users
Mobile Messenger User Base

Case Studies

Lattice Engines partnered with a research firm to create
a study showing the impact big data has on sales.
A robust mix of content marketing tactics were used to
promote the report including: ebook, blog posts, guest
articles, video interviews, Slideshare and an infographic.
The report was downloaded 500 times, covered by 15
blogs and industry media sites and 1,500 views of the
ebook.

Optum created an integrated marketing campaign to
support the launch of a new solution, support sales and
build thought leadership.
The content marketing mix included: advertorials,
display ads, email, direct mail and a campaign website.
The successful campaign earned a 23.5 lead to
conversion rate, 475% increase in website traffic, 2,500+
resource downloads, & 28% increase in blog followers.
A $52 million in contract value of new business was
achieved with less than $ 1million invested.

Demandbase created an education campaign designed to
help B2B marketers make the right content technology
investment.
They promoted it using a white paper, infographic, webinar,
SlideShare and a live presentation to spotlight tools that can
maximize the power of content.
The results of the campaign included 1,700 leads, 125
webinar participants, 5,000 views on Slideshare and $1
million in new business.

Network provider CISCO might not be an obvious candidate for attracting a
massive following on YouTube, but it’s channel has more than 33,000
subscribers and almost 5 million video views. Part of its success is attributable
to the sheer amount of content it uploads, with several videos coming online
each day.
There is a wide range of content, including Q&As, products demos and
presentations from events. It thus becomes a useful resource for customers, as
well as a sales tool; which in turns helps to attract more viewers.
Cisco also uses other social channels, such as its blog and Facebook, to
promote its thought leadership articles.
The aim is to engage and educate corporate audiences across a range of issues,
drive buzz and gain SEO visibility in the process.

A few years ago, American Express launched Open Forum, a site that
aims to give advice to small business owners.
The site is frequently updated with new content, including blog posts
and videos, but the jewel in the crown is probably the ‘Idea Hub’. The
hub is a forum that allows members to network and share ideas with
each other and industry experts.
Open Forum now attracts more than 1 million unique visitors per month
and has more than 18,000 members. Interestingly, social media is
currently the most popular topic on the site.
Open Forum is also supported through other social media channels, with
its Facebook page attracting more than 300,000 fans.

Tipp-Ex used a branded YouTube channel to create an interactive
campaign where viewers could re-write the story onscreen.
In the video called ‘Hunter Shoots a Bear,’ the hunter in question
has second thoughts and asks users to come up with a different
verb to replace ‘Shoots’. The video then shows a new ending
depending on what the viewer types into the box.
Tipp-Ex achieved great success with the campaign – within 100 days
the video had been viewed more than 35m times with an average
brand exposure of five minutes. The clip has also been shared more
than 380,000 times on Facebook and Twitter
The brand also achieved a sales uplift of 30% in Europe, though it’s
unlikely that this is entirely attributable
This is an interesting example of how humour can be used to gain
exposure for an online ad campaign.

In order to meet their marketing objective of promoting the Capgemini
brand on social media and recruitment objective of connecting with a
relevant, specifically-skilled section of potential employees, Capgemini India
launched the ‘Tech Challenge’
It was a one-of-a-kind gamification of the tech environment and comprised
of 4 technology specific challenges, each with 4 progressively difficult and
unique levels. Participants could take the challenge, print their certificates,
share their scores and certificates on their social network and challenge their
friends.
This challenge resulted into 50,000 app downloads and 5,000,000 referrals in
just a month; and also provided a very rich database of potential employees
including their technical abilities and experience levels.

Olympic Gold Quest, an NGO that aimed to help India win more Gold
medals at the Olympics, had a minimal social presence on their official
page. A low awareness among the supporter base and very few supporters
contributing financially were the challenges that needed to be addressed.
Built and managed a presence of 16 Indian Olympians including Saina
Nehwal, Mary Kom, Gagan Narang and Vijay Kumar; as well as the
corporate presence.
Using contests, engaging posts, persuasive and targeted contribution
campaigns, well-timed communication, and a regular monitoring of what
resonated with the audience; Olympic Gold Quest achieved great success
with their campaign.
An 8000% increase in the online fan base, 12+ million impressions,
contributions to the tune of 4.1 million, and a 1,100,000+ strong community
of sports enthusiasts who are willing to do their bit; are some of the results
of the campaign.

Sources
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tablet-shipments-217411021.html
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Sources

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•
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Sources
Note: All brands and logos are the copyright of their respective owners.

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Digital India Snapshot Highlights Mobile Growth

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