Digital, Mobile, and Social Media in India (April 2011)

DIGITAL,MOBILE,ANDSOCIALMEDIA

ININDIABBHDATASNAPSHOT

APRIL2011

Source:IndiaCensus,2011

50%ofIndiansareaged 25orbelow

Source:IndiaCensus,2011

742,500,000Indianslivinginruralareas:

Source:IndiaCensus,2011

72%Source:IndiaCensus,2011

Source:Wikipedia

791,000,000mobilesubscribersinIndia:

Source:TelecomRegulatoryAuthorityofIndia,April2011

67%that’sroughly

ofthepopulaSon( )

Source:BasedonIndiaCensus,2011

Source:TelecomRegulatoryAuthorityofIndia

Source:Wikipedia

50%thepenetraSonofmobilephonesinIndiaismorethan

higherthanthepenetraSonofTV

Source:mobiledatafromTelecomRegulatoryAuthorityofIndia;TVdataextrapolatedfromgrowthtrendsinTAMdataasquotedbyDeloiJe

IndianTVviewers:

vs.

Source:mobiledatafromTelecomRegulatoryAuthorityofIndia;TVdataextrapolatedfromgrowthtrendsinTAMdataasquotedbyDeloiJe

791million

520million

Indianmobilesubscribers:

90billionnumberofSMSessentvia

India’sAirtelnetworkin2010:

Source:AirtelMobitude2010

2,850everysecond

that’smorethan

Source:AirtelMobitude2010

10billionthenumberofmobileadsservedinIndiaeachmonthexceeds

Source:BasedonfiguresquotedinpressreleasesfromInMobi,BuzzCity,andAdMob

3,800mobileadimpressions

everysecond

that’sabout

Source:BasedonfiguresquotedinpressreleasesfromInMobi,BuzzCity,andAdMob

$ Source:DeloiJe

$4.56spentonvalue‐added

servicesbyeveryIndianmobilesubscriber

whichequatestoroughly

Source:DeloiJe

Source:Google,asquotedintheHindustanTimes

8%that’sabout

ofthepopulaSon

Source:BasedonIndiaCensus2011

( )

Source:internetworldstats.com

26minutestheaverageIndianwebuserspends

onlineeachday

Source:InternetAndMobileAssociaPonofIndia,April2011

60%ofIndianwebusersaccessvia

Source:BuddeComm,asquotedbyinternetworldstats.com

internetcafés

?

31%

Source:InternetAndMobileAssociaPonofIndia,April2011

unaware

Source:Wikipedia

Source:InternetAndMobileAssociaPonofIndia,December2010

2%that’slessthan

oftheruralpopulaSon( )

Source:BasedonIndiaCensus2011

18%ofIndia’sruralinternetuserstravelmorethan

Source:InternetAndMobileAssociaPonofIndia,April2011

10kmtoaccesstheinternet

entertainmenttopreasonruralIndiansareadopSngtheinternet:

Source:InternetAndMobileAssociaPonofIndia,April2011

$ Source:PennOlson

Source:PennOlson

33,158,000numberofsocialmediausersinIndia:

Source:ComScore,July2010

3hoursIndianwebusersspend

permonthonsocialsites

Source:InternetAndMobileAssociaPonofIndia,April2011

96%ofIndianITfirmsforbidsocialmediauseatwork

Source:LivemintviaPennOlson

23,893,800numberoffacebookusersinIndia:

Source:Facebook,April2011

Source:Wikipedia

2%…butsSllonly

oftheIndianpopulaSon( )

Source:BasedonIndiaCensus,2011

60%Source:SocialBakers

79%ofIndia’sFacebookusersareunder30yearsofage

Source:Facebook

18‐24:48%

25‐29:20%

13‐17:11%

30‐34:9%

35‐39:5%

40‐49:5%

50‐59:2%

60+:1%

Source:Facebook,April2011

71%ofIndianFacebookusersaremale

Source:Facebook,April2011

gamesmostpopularacSvityonFacebookinIndia:

Source:PennOlson

# BrandPage Likes Growth

01 TataDocomo 1,680,211 12.81%

02 VodafoneZoozoos 1,596,684 21.96%

03 AxeAngelsclub 1,426,469 12.91%

04 Fastrack 1,245,787 6.71%

05 MumbaiIndians 1,199,454 24.06%

06 Kingfisher 1,140,354 20.17%

07 PepsiIndia 1,025,583 11.80%

08 PizzaHutCelebraSons 927,343 8.25%

09 BlackBerry®India 742,435 5.79%

10 flipkart.com 732,990 3.47%

TopbrandpagesonFacebookinIndia

Source:FacebookviaSocialBakers,April2011

35%ofOrkut’sglobaltraffic

comesfromIndia

Source:Alexa

18,700,000numberofOrkutusersinIndia:

Source:ComScore,September2010

9,000,000numberofLinkedinusersinIndia:

Source:LinkedinviaOmillion

2,740,000numberoftwilerusersinIndia:

Source:labnol.org,Nov2010

70%ofIndianinternetuserswatchonlinevideo

Source:ComScore

807,200,000Indianvisitorsspentatotalof

Source:ESPNCricInfo.com

minutesonESPNCricInfo.comduringthe2011ICCWorldCup

1,500years…whichaddsuptomorethan

Source:ESPNCricInfo.com

internetusersinIndiaaccessviamobiledevices

Source:PennOlson

59%ofIndianmobileinternetusersonlyaccessthewebviatheirmobilephone

Source:MobiThinking

Indianmobileinternetuserswhodonothaveabankaccount:

Source:MobiThinking

59%Nokia’sshareofthe

Indianmobilemarket:

Source:InMobi

97%Google’sshareofIndia’ssearchmarketin2010:

Source:StatCounter.com

nokiamostsearchedbrandonGoogleinIndia:

Source:GoogleZeitgeist2010

howtokisstop‘howto’queryonGoogleinIndia:

Source:GoogleZeitgeist,2008‐2010

SimonKemp(@eskimon)

EngagementPlanner,BBHAsia‐Pacific

simon.kemp@bbh‐asiapac.com.sg

+6565003071