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SOCIAL, DIGITALAND MOBILE ININDIANOVEMBER 2012we are social

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FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASECONTACT SIMON KEMP AT WE ARE SOCIAL: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 WEARESOCIAL.SG 3

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NOV2012 INDIA 1,205,074,000 31% 69% TOTAL POPULATION URBAN RURAL 137,000,000 11% INTERNET USERS INTERNET PENETRATION 60,545,120 5% USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION 934,100,000 78% MOBILE SUBSCRIBERS MOBILE PENETRATIONCOMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012); 3URBANISATION: UN (2011); INTERNET: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012); SOCIAL NETWORK: FACEBOOK (OCT 2012); MOBILE: BASED ON TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012)

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CURRENT POPULATION OF INDIA:1,205,074,000 SOURCE: THE US CENSUS BUREAU (OCT 2012) 4

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INDIA’S POPULATION WILL GROW BY MORE THAN16,000,000 PEOPLE IN 2012 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (NOV 2012) 5

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THAT EQUATES TO A NEW BABY BORNEVERY 2 SECONDS SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (NOV 2012) 6

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69%OF INDIA’S POPULATION LIVES IN RURAL AREAS SOURCE: THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) 7

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56% OF INDIA’S POPULATIONIS UNDER THE AGE OF 30 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 8

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MEDIAN AGE OFINDIA’S POPULATION: 26 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (NOV 2012) 9

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30%OF INDIA’S POPULATIONIS BELOW THE AGE OF 15 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 10

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NUMBER OF INTERNET USERS IN INDIA: 137,000,000 SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 11

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(! THAT’S BIGGER THAN THE POPULATION OF JAPAN )! SOURCES: BASED ON DATA FROM THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND THE US CENSUS BUREAU (OCT 2012) 12

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INTERNET PENETRATION IN INDIA: 11% SOURCES: BASED ON DATA FROM INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND THE US CENSUS BUREAU (OCT 2012) 13

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(! THAT’S 3 TIMES LOWER THAN THE GLOBAL AVERAGE )! SOURCES: BASED ON DATA FROM THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND THE US CENSUS BUREAU (OCT 2012) 14

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BUT INDIA’S INTERNET POPULATION IS STILL THETHIRD LARGEST IN THE WORLD, AFTER CHINA AND THE USA SOURCES: BASED ON DATA FROM INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) AND INTERNETWORLDSTATS (ACCESSED SEP 2012) 15

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THE NUMBER OF INTERNET USERSIN INDIA IS GROWING BY MORE THAN 1,500,000 EVERY MONTH SOURCE: COMSCORE (AUG 2012) 16

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(! THAT’S LIKE ADDING THE POPULATION OF THE NETHERLANDS EVERY YEAR )! SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) 17

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INDIA ADDS A NEWINTERNET USER EVERY2 SECONDS SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) 18

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INDIA IS THE FASTEST GROWING ONLINEMARKET IN THE WORLD SOURCE: COMSCORE (AUG 2012) 19

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INTERNET USE IN INDIA GREW BY 41%IN THE 12 MONTHS TO JULY 2012 SOURCE: COMSCORE (AUG 2012) 20

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75%OF INDIAN NETIZENS ARE BELOW THE AGE OF 35 SOURCE: COMSCORE (AUG 2012) 21

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39%OF INDIA’S INTERNET USERS ARE FEMALE SOURCE: COMSCORE (AUG 2012) 22

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A REPORT FOUND THAT INDIANNETIZENS SPEND AN AVERAGE OF 8 HOURS EVERY DAY ON THE INTERNET SOURCE: RESEARCH CITED IN THE TIMES OF INDIA (APR 2012) 23

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IF THAT WERE TRUE OF ALL OF INDIA’S NETIZENS, THAT WOULD ADD UP TO 1,000,000,000HOURS SPENT ONLINE EVERY SINGLE DAY SOURCE: BASED ON RESEARCH DATA CITED IN THE TIMES OF INDIA (APR 2012) 24

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(! )! THAT’S THE EQUIVALENT OF MORE THAN 45 MILLION YEARS SPENT ON THE INTERNET IN INDIA EVERY YEAR SOURCE: BASED ON RESEARCH DATA CITED IN THE TIMES OF INDIA (APR 2012) 25

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83% OF INDIAN NETIZENS SAY THEY COULDN’T LIVEWITHOUT THE INTERNET FOR MORE THAN 24 HOURS SOURCE: RESEARCH CITED IN THE TIMES OF INDIA (APR 2012) 26

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YOUNG PEOPLE IN INDIA WILL SPEND MORE THANUS $9,000,000,000 ON MOBILE INTERNET ACTIVITIES IN 2012 SOURCE: RESEARCH CITED IN THE TIMES OF INDIA (APR 2012) 27

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(! THAT’S MORE THAN THE ENTIRE ANNUAL GDP OF THE BAHAMAS )! SOURCE: BASED ON DATA CITED IN AN ARTICLE IN THE TIMES OF INDIA (APR 2012) AND GDP DATA FROM THE UNITED NATIONS (2010) 28

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THERE ARE 156INTERNET PROVIDERS IN INDIA SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (MAY 2012) 29

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29,000,000INDIAN HOUSEHOLDS HAVE ACCESS TO THE INTERNET SOURCE: JUXT, AS CITED IN THE ADMA YEARBOOK 2012 30

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15,000,000INDIANS USE BROADBAND SERVICES SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) 31

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(! THAT’S MORE THAN THE POPULATION OF ECUADOR )! SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) 32

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72%OF INDIAN NETIZENSLIVE IN URBAN AREAS SOURCE: BASED ON DATA FROM INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 33

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REASONS FOR GOING ONLINE IN URBAN INDIA 87% 67% COMMUNICATION SOCIAL NETWORKING SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 34

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NUMBER OF INTERNET USERSLIVING IN RURAL AREAS OF INDIA: 38,000,000 SOURCE: THE INTERNET AND MOBILE ASSOCIATION OF INDIA (SEP 2012) 35

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82% OF INDIA’S RURAL NETIZENS GOONLINE AT LEAST ONCE PER MONTH SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 36

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INDIA’S RURAL CONNECTION POINTS 58% 12% VIA WEBCAFÉS AND VIA MOBILECOMMUNITY CENTRES DEVICES SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 37

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REASONS FOR GOING ONLINE IN RURAL INDIA 75% 56% ENTERTAINMENT COMMUNICATION SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 38

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73%OF INDIA’S NETIZENSWATCH ONLINE VIDEO SOURCE: COMSCORE VIDEO METRIX (JUN 2012) 39

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INDIAN NETIZENSWATCHED AN AVERAGE OF77 VIDEOS EACH IN JUNE 2012 SOURCE: COMSCORE (AUG 2012) 40

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41%OF INDIAN NETIZENSPLAY ONLINE GAMES SOURCE: COMSCORE (AUG 2012) 41

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GROWTH OF ONLINE GAMES ININDIA IN THE PAST 12 MONTHS: 60% SOURCE: COMSCORE (AUG 2012) 42

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60%OF INDIA’S NETIZENS MAKE USE OF ONLINE RETAIL SOURCE: COMSCORE (AUG 2012) 43

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APPAREL IS THE FASTEST GROWINGONLINE RETAIL CATEGORY IN INDIA, FOLLOWED BY CONSUMER GOODS SOURCE: COMSCORE (AUG 2012) 44

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ONLINE ADVERTISING IN INDIA ISGROWING AT AN ANNUAL RATE OF 25% SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (APR 2012) 45

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ONLINE AD SPENDEQUATES TO AROUND 11% OF OFFLINE AD SPEND IN INDIA SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA (APR 2012) 46

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TOGETHER, GOOGLE ANDFACEBOOK ACCOUNT FOR 60% OF INDIAS ONLINE ADVERTISING MARKET SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 47

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50%OF INDIA’S CLASSIFIEDSMARKET IS ONLINE ADS SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 48

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SOCIAL NETWORKING IS THE PRIMARYDRIVER OF ONLINE ACTIVITY IN INDIA SOURCE: COMSCORE (AUG 2012) 49

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SOCIAL NETWORKING USERS IN INDIA: 60,545,120 SOURCE: FACEBOOK AD PLANNER (NOV 2012) 50

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(!THAT’S EQUIVALENT TO THE TOTAL POPULATION OF ITALY )! SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) 51

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SOCIAL MEDIA PENETRATION IN INDIA: 5% SOURCES: BASED ON DATA FROM FACEBOOK AD PLANNER (NOV 2012) AND THE US CENSUS BUREAU (SEP 2012) 52

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ESTIMATES OF THE TOTAL NUMBER OF SOCIALNETWORK USERS IN INDIA ARE MUCH HIGHER: global web! index 77.5 M 76.1 MGLOBAL WEB INDEX EMARKETER SOURCES: GLOBAL WEB INDEX WAVE 7 (SEP 2012), AND EMARKETER (FEB 2012) 53

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THE NUMBER OF SOCIALNETWORK USERS IN INDIA WILL GROW BY 52% THIS YEAR SOURCE: EMARKETER (FEB 2012) 54

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2 IN 3 SOCIAL MEDIA USERS IN INDIAACCESS A SOCIAL SITE EVERY DAY SOURCE: ANNIK TECHNOLOGY SERVICES, AS CITED IN THE TIMES OF INDIA (OCT 2012) 55

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1 IN 4ONLINE MINUTES IN INDIA IS SPENT ON SOCIAL NETWORKING SITES SOURCE: COMSCORE (AUG 2012) 56

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44% OF INDIA’S NETIZENS USEDFACEBOOK IN THE PAST MONTH SOURCES: BASED ON DATA FROM FACEBOOK AD PLANNER (NOV 2012), AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 57

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NEW FACEBOOK USERS ININDIA IN THE PAST 6 MONTHS:14,770,840 SOURCE: SOCIALBAKERS (NOV 2012) 58

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A NEW FACEBOOK USER SIGNS UP IN INDIAEVERY SECOND SOURCE: BASED ON DATA FROM SOCIALBAKERS (NOV 2012) 59

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30% OF NEW SIGNUPS TO FACEBOOK ININDIA COME FROM MOBILE DEVICES SOURCE: PLUGGED.IN, AS CITED IN TECHCRUNCH (OCT 2012) 60

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CURRENTLY, ONLY 5%OF THE INDIAN POPULATION IS ON FACEBOOK SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) 61

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BUT INDIA ALREADY HAS THE THIRD LARGEST FACEBOOKPOPULATION IN THE WORLD SOURCE: SOCIALBAKERS (OCT 2012) 62

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NOV2012 FACEBOOK IN INDIA 55-64: 65+: 45-54: 1% 1% 3% 35-44: 13-17: 7% 12% FEMALE: 29% 25-34: 28% 18-24: MALE: 48% 71% SOURCE: FACEBOOK AD MANAGER (ACCESSED SEP 2012) 63

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NOV2012 TOP FACEBOOK PAGES IN INDIA # FACEBOOK PAGE ‘LIKES’ 01 TATA DOCOMO 9,718,563 02 VODAFONE ZOOZOOS 4,807,000 03 KINGFISHER 4,733,714 04 FASTRACK 4,615,428 05 NOKIA INDIA 4,609,244 06 SAMSUNG MOBILE INDIA 4,105,518 07 AXE ANGELS CLUB 3,903,835 08 IDEA 3,836,980 09 SHOPPERS STOP 3,772,661 10 PEPSI INDIA 3,417,872 SOURCE: SOCIALBAKERS (NOV 2012) 64

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FACEBOOK USERS BY CITY5.9 M 5.1 M 3.6 MMUMBAI RIO DE JANEIRO NEW YORK CITY SOURCE: SOCIALBAKERS (NOV 2012) 65

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30% OF INDIA’S FACEBOOK USERS LIVEIN THE COUNTRY’S 8 BIGGEST CITIES SOURCE: KETCHUM SAMPARK (SEP 2012) 66

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63%OF INDIAN FACEBOOK USERS ARE FROMLOCATIONS BEYOND THE TOP 20 CITIES SOURCE: KETCHUM SAMPARK (SEP 2012) 67

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INDIAN BRANDS ARE GROWINGTHEIR FAN BASES FASTER THAN THE TOP GLOBAL BRANDS SOURCE: KETCHUM SAMPARK (SEP 2012) 68

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33,000,000INDIAN NETIZENS USE MORETHAN ONE SOCIAL NETWORK SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 69

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50% OF INDIA’S NETIZENS USE SOCIAL MEDIATO INFORM ONLINE PURCHASE DECISIONS SOURCE: COMSCORE, AS CITED IN THE ADMA YEARBOOK 2012 70

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TWITTER USERS IN INDIA:15,000,000 SOURCE: SEMIOCAST (JUL 2012) 71

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INDIAN USERSACCOUNT FOR 3%OF TWITTER’SGLOBAL TOTAL SOURCE: BEEVOLVE (OCT 2012) 72

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29% OF INDIAN NETIZENS USEDTWITTER IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) 73

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INDIA HAS THE SECOND HIGHESTLINKEDIN POPULATION IN THE WORLD, AFTER THE UNITED STATES SOURCE: SOCIALBAKERS (SEP 2012) 74

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LINKEDIN USERS IN INDIA:15,396,526 SOURCE: SOCIALBAKERS (SEP 2012) 75

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LINKEDIN PENETRATION IN INDIA: 1.3% SOURCE: SOCIALBAKERS (SEP 2012) 76

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UNIQUE VISITORS TO YOUTUBE FROM INDIA IN JULY 2012:55,800,000 SOURCE: COMSCORE (AUG 2012) 77

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INDIAN USERS VIEW MORE THAN4,000,000,000VIDEOS ON YOUTUBE EACH MONTH SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) 78

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YOUTUBE REACHED 41% OF INDIA’SNETIZENS IN JULY SOURCES: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 79

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1,250INDIANS VISIT YOUTUBE EVERY SINGLE MINUTE SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) 80

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THAT’S MORE THAN 20 VISITORS TO YOUTUBEFROM INDIA EVERY SECOND SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) 81

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TOTAL VIEWS ON RAJSHRI, INDIA’SMOST POPULAR YOUTUBE CHANNEL:1,194,200,000 SOURCES: SOCIALBAKERS (SEP 2012) AND RAJSHRI YOUTUBE CHANNEL (NOV 2012) 82

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14%OF ALL GLOBAL GOOGLE+ USERS ARE FROM INDIA SOURCE: WEB MONITORING (FEB 2012) 83

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THIS SUGGESTS THERE ARE MORE THAN50,000,000GOOGLE+ USERS IN INDIA SOURCES: BASED ON DATA FROM WEB MONITORING (FEB 2012) AND VIC GUNDOTRA OF GOOGLE+ (SEP 2012) 84

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BANGALORE IS HOME TO MORE GOOGLE+ USERS THANANY OTHER CITY IN THE WORLD SOURCE: WEB MONITORING (FEB 2012) 85

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87%OF INDIAN BLOGGERS ARE MALE SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 86

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5% OF THE WORLD’SFOURSQUARE USERS LIVE IN INDIA SOURCE: APPAPPEAL (ACCESSED SEP 2012) 87

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MORE THAN1,500,000INDIANS USE TUMBLR EVERY MONTH SOURCE: QUANTCAST (ACCESSED OCT 2012) 88

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ON AVERAGE, INDIANTUMBLR USERS VIEW 13PAGES EACH MONTH SOURCE: QUANTCAST (ACCESSED OCT 2012) 89

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NUMBER OF MOBILE SUBSCRIBERS IN INDIA: 934,100,000 SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) 90

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INDIA’S TELECOMS INDUSTRY IS THESECOND LARGEST IN THE WORLD AFTER CHINA SOURCES: BASED ON DATA FROM TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) AND THE BUSINESS MONITOR INTERNATIONAL (JUN 2012) 91

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THE NUMBER OF MOBILE SUBSCRIBERS IN INDIA IS 30 TIMESGREATER THAN THE NUMBEROF FIXED-LINE SUBSCRIBERS SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) 92

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INDIA IS ‘MOSTLY MOBILE’ VS 934 M 31 MMOBILE PHONE FIXED-LINE PHONESUBSCRIPTIONS SUBSCRIPTIONS SOURCE: BASED ON DATA FROM THE TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) 93

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36% OF ALL MOBILE SUBSCRIBERS ININDIA ARE FROM RURAL REGIONS SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA (JUN 2012) AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 94

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MOBILE INTERNET USERS IN INDIA: 50,000,000 SOURCE: GOOGLE INDIA, AS CITED IN IAMWIRE (NOV 2011) 95

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(! THAT’S EQUIVALENT TO THE TOTAL POPULATION OF SOUTH KOREA )! SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) 96

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INTERNET USE IN INDIA BY CONNECTION DEVICE VS 52% 42% MOBILE DESKTOP SOURCE: STATCOUNTER DATA (AUG 2012), AS CITED IN THE NEXT WEB (SEP 2012) 97

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36% OF INDIAN NETIZENS ACCESSTHE INTERNET ON MOBILE PHONES SOURCE: BASED ON DATA FROM GOOGLE INDIA, AS CITED IN IAMWIRE (NOV 2011), AND THE INTERNET AND MOBILE ASSOCIATION OF INDIA (JUN 2012) 98

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57%OF INDIAN YOUTH IN LARGE CITIES ACCESS THE INTERNET USING MOBILE PHONES SOURCE: THE TIMES OF INDIA (APR 2012) 99

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NUMBER OF 3G USERS IN INDIA: 6,000,000 SOURCE: DNA (MAR 2012), AS CITED IN KPMG-FICCI (MAR 2012) 100

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3G PENETRATIONIN INDIA IS JUST 0.5% SOURCE: BASED ON DATA FROM DNA (MAR 2012), AS CITED IN KPMG-FICCI (MAR 2012) 101

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NUMBER OF SMARTPHONE USERS IN INDIA: 27,000,000 SOURCE: NIELSEN (JUN 2012) 102

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(! THAT’S MORE THAN THE TOTAL POPULATION OF AUSTRALIA )! SOURCE: BASED ON DATA FROM COMSCORE (AUG 2012) AND THE US CENSUS BUREAU (NOV 2012) 103

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SMARTPHONE PENETRATION IN INDIA IS LESS THAN 3% SOURCE: NIELSEN (JUN 2012) 104

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INDIAN SMARTPHONE USERS SPEND 81 HOURS PER MONTH ON THEIR DEVICES SOURCE: NIELSEN (MAY 2012) 105

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THAT EQUATES TO MORE THAN40 DAYS EACH YEAR USINGTHEIR SMARTPHONE SOURCE: BASED ON DATA FROM NIELSEN (MAY 2012) 106

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3 IN 4INDIAN SMARTPHONE USERSACCESS SOCIAL MEDIA SITES SOURCE: NIELSEN MOBILE INSIGHTS, AS CITED IN FICCI-KPMG (2012) 107

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INDIAN MEN SPEND 50% MORE TIME BROWSING THE INTERNETON THEIR SMARTPHONE THAN WOMEN DO SOURCE: NIELSEN (MAY 2012) 108

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INDIAN WOMEN SPEND 150%MORE TIME USING INSTANT MESSAGINGON THEIR SMARTPHONE THAN MEN DO SOURCE: NIELSEN (MAY 2012) 109

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25%OF YOUTUBE’S VIEWS IN INDIA ARE FROM MOBILE DEVICES SOURCE: GOOGLE, AS CITED IN FICCI-KPMG (2012) 110

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50% OF INDIA’S MUSIC REVENUESSTEM FROM MOBILE DOWNLOADS SOURCE: AVENDUS, AS CITED IN THE ADMA YEARBOOK 2012 111

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THERE ARE CURRENTLY 1,000,000MOBILE TV SUBSCRIPTIONS IN INDIA SOURCE: KPMG-FICCI (MAR 2012) 112

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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.

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WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG