The document summarizes key trends in digital India and social media usage. It notes that India now has over 400 million internet users and over 130 million active social media users. Mobile internet usage is growing rapidly, with over 80% of Facebook traffic coming from mobile. WhatsApp is the dominant messaging platform. Video consumption is increasing significantly, especially through social media apps like WhatsApp. The highest mobile internet usage is in the evenings. It provides case studies and highlights that organic social media reach for brands is now almost zero, so paid promotion is important. Emerging trends include live streaming, auto-play videos, virtual reality and the growth of native advertising.

1. Masterclass
@ sterlingholidays
27th January, 2016

2. What are we covering today
 Rise of Digital India
 Mobile India –Snapshot
 Social Networks in India
 Case Studies
 Social Trends
 Key Takeaway
 Q&A

4. The rise of digital India
Total
Population
Total internet
users
Active social
media users
Unique mobile
users
Active mobile
social users
1,336
million
402
million
134
million
590
million
97
million
YOY Growth – 44% YOY Growth – 13% YOY Growth – 5%YOY Growth – 26%
Source: We Are Social | Sep 2015

5. Mobile India in a Glance
150
Times we check
our phone a day

Of Mobile time is
spent on Gaming
Mobile
Data Traffic in
Mar, 2015
Backed by Video
Growth
82% yoy Growth
Source: IAMAI, comScore
89%
Of daily FB traffic
comes from Mobile
171 Mn
Smartphone Users
47%
of Smartphones Shipped are sub-
$100
85%
of Smartphones Shipped are Dual
SIM
1 in 3
Mobile Phone Users
Access Mobile
Internet on a Feature
Phone every month

6. • Top Genres Usage
Urban young males dominate, rural growth to accelerate
India Online: Gender Distribution
1/100
Tablet users
99
113 108
87
105
88
111
120
100
114 114
94
0
20
40
60
80
100
120
140
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
% Reach Usage affinity
Source: ComScore, BI Intelligence, IAMAI, Nielsen
36%
39%
16%
6%
3%
15-24
25-34
35-44
45-54
55+
Age
India Online: Age distribution
India online segments
Reach
29% 71% 0
50
100
150
200
250
300
350
400
450
500
Jun 12 Jun 13 Jun 14 Oct 14 Dec 14 Jun 15 Oct 15 Dec 15 Jun 16
Internet Users in India
Internet Mobile
In Urban India, the ratio is 62:38

7. Source: ComScore, BI Intelligence, IAMAI, Nielsen
What and how much?
71% Communication
67% Social Networking
59% Entertainment
24% Online Shopping
23% Online Ticketing
Several times a day
About once a day
All 7 days
4-6 times/week
2-3 times/week
Once a week
2-3 times a month
Less than once a month
Daily users

8. 1/100
Tablet users
Source: ComScore, BI Intelligence, IAMAI, Nielsen
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Points of Internet Access
They are accessing Internet at home from their Mobiles
90% of users who access internet through mobile consider them
as primary devices for accessing internet

9. Digital media is not far behind from TV
By 2018, internet user
population will be
approximately 53 per
cent of the total number
of TV viewers
*Estimated, **Projected, Figures mentioned in Million
Source: KPMG in India analysis
0
200
400
600
800
1000
1200
2014 (e) 2015 (p) 2016 (p) 2017 (p) 2018 (p) 2019 (p)
Internet vs TV Penetration - India
TV Users Internet Users

10. Social networks in India
Facebook Twitter
YouTube LinkedIn
Instagram
On Facebook, highest no. of users are in the age group of 20-49.
On Twitter, users in the age group of 18-29 are most active.
LinkedIn being a professional network, users between the age group of 30-49 are most active.
Instagram, highest no. of users are in the age group of 18-29 years.
134 million
70 million
23 million
32.5 million
5.9 million

11. Social sharing in India
Social increasingly an integral part of online experience
84%
Indian web users visit social
networking site
38%
Increase in Indian Online Video
Audience in last 12 months
11%
Increase in Facebook visitors
in the last 12 months
47,041,000
Users visited Facebook on their PC’s
217
Mins spent on FB by an Avg user
Source: ComScore

12. How India uses Social Media

13. Mobile

15. The young
audience is
leading the
change in mobile
traffic
Smartphone penetration in urban
areas is at 52% and is expected to
reach 90% + by 2019
Smartphone mobile data traffic expected to grow 21
times by 2019 which will be fueled by Affordable
devices, Cheaper data and Inherent need for connection
Most users access internet on mobile,
followed by making calls –
83% Males & 65% females
Source: VNI report from CISCO, CCS Benchmark Study 2015

16. • Per capita app downloads (number of apps downloaded per 100 users) in India stood at 1.9 versus a global average
of 1.7
• India has been the fastest growing mobile app market since 2013 and it continues to be so in 2014. It is forecasted
that mobile app downloads will globally triple and grow six folds in India by 2015
Source: Business Standard, App Annie Index, 2014
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
USA China Indonesia India South
Korea
Malaysia Phillipines France Russia Turkey
Share of global app downloads: Top 10
Nations
Indians love their
apps

17. Of the time spent is spent on apps Increase in app usage since 2012
Source : Ericsson Mobility report 2015, Base Mobile broadband users
1/3 65%
40 out of every 100 messages
sent are through instant
messaging apps
Messaging patterns changing
WhatsApp remains the hot favorite
messaging app of 98% Indian
Android users followed by Hike (44%)
and Facebook Messenger (37%).
WhatsApp is the hero
Communication
Utility & Productivity
Entertainment
Other
Browsing
Games
47% of time spent by users is on
communication apps.
This is due to their inherent need and lesser
quality data requirement.
(Base : time spent on apps)
Communication apps lead the pack
Time spent on Apps
Apps keep
them occupied

18. Video content is now
shared and
consumed maximum
through
communication apps
Most popular way of watching video is
through chat apps – 1 in 3 smartphone user
does that
For 1/3 of Smartphone owners, phone is
only a screen to view online mobile
videos
70% prefer video streaming to
downloading

19. With chat apps being the
most popular, smartphone
users are now sharing
more media and videos
over chat.
As a result, users are
increasingly viewing short
snippets of video content
or micro-videos.
Source : Ericsson Mobility report 2015, Base Mobile broadband users
After apps, videos
are consumed on
social media and
video apps

20. Highest percentage of audiences accesses internet on mobile between 6 to
9 pm, followed by 9 pm to midnight.
A new trend of accessing internet early in the morning is also observed.
Males start their mobile internet activity earlier than females.
Source : Ericsson Mobility report 2015, Base: Mobile broadband sm users who watch mobile video
Highest consumption
of internet on mobile
in the evenings.
A need to remain
connected is making
mornings a lucrative
time band

21. Some Cases

26. TAKE AWAYS

27. 1. THE ‘RIGHT’ TARGET GROUP

28. 2. SOCIAL MEDIA
IS INSTANT.
ALWAYS
EVOLVING.
REAL-TIME

29. What is essential best
practice for real-time social
community management?

30. • Brands are talking less about the products and more about things our TG can
associate visually.
• Almost 62% brands focus on having conversations around trending topics ( as and
when applicable)
• Almost 43% brands say that speedy response to customer comments helps in building
a positive brand image.
• Instead of YouTube links, upload videos directly to Facebook as it garners more
engagements.

31. 3. PAYING FOR
SOCIAL IS
BETTER THAN
DOING SOCIAL!

32. Facebook
Organic Reach
is almost Zero.
Link: http://bit.ly/1zTyM3w

33. Like Facebook, Twitter Zero is also near!
Implication on Brands:
Organic reach will approach zero,
and there will be greater pressure
to deploy
Twitter’s suite of paid products in
support of
branded content.

34. 4. SEARCH AND E-COMMERCE WILL
GO BEYOND GOOGLE TO FACEBOOK
AND TWITTER!

36. •SOCIAL TRENDS
• Rise of livestreaming: Periscope
• 10 years of Periscope content is watched per day, 380 years watched since launch.
• TechCrunch
• Auto-play videos
• An average of over 1 billion video
• views on Facebook each day.
• YouTube introduces 360 degree videos
• Polls are introduced.
• Branded emojis take over.

37. How ?

38. Let consumers be the marketers of
your brand

39. Digital trends
to dominate in
2016
Short Videos
Mobile Friendly
Virtual Reality
Internet of Things
New Publishing
Options
Programmatic
Native
GIFs & Emoji

40. Demand for
more visual
forms of
content
The written content market continues to become more
saturated, leaving users with a higher demand for more
visual forms of content.
Forbes

41. Mobile will dominate desktop
Google became bigger on mobile than
desktop in 10 countries.

42. Virtual reality will surge
Brands have started exploring opportunities
associated with virtual reality.

43. Native advertising will evolve
70% of individuals want to learn about
products through content rather than
through traditional advertising.

44. Internet of Things will pave new grounds
There are 4.9 billion connected things as of this year. By 2020, this number
is expected to grow to more than 50 billion objects.

45. Questions?

46. • Peshwa Acharya