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I media summit webchutney deck
1. A Bioscope into the Digital Growth in India Rahul Nanda Co-founder & COO, Webchutney
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3. India’s leading Digital Agency Analytics Search Consulting Mobile Marketing Strategy UI Design Web Development SEO Digital Kiosks Viral Marketing Content Media Mobile Apps Development E-Commerce Games Development WAP Portals ORM Social Media CRM Creative Services
5. Internet still not about reach! 400 Mn 185 Mn 165 mn 585 Mn Mobile 105 mn Print 65 Mn 50 mn Internet 240 mn Television Urban Source: Juxt Consult, India Online Landscape 2011
6. More about ‘depth’ than ‘spread’ 61 million ‘regular’ users (46 mn urban users, 16 mn rural users) Internet reaches 29 million Indian households (avg. users per household up marginally at 2.23) Covers 11.3% of all Indian households and 5.4% of all Indians (13% urban, 2% rural) Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33% 73% Male, 27% Female 65 Million ‘Active’ internet users in India (+28% from 2010) Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’
7. A marketer’s dream TG! 75% 73% 72% 65% 64% 49% 60% Urban Male 19 – 35 years SEC ‘A’, ‘B’, ‘C’ Employed Rs.12,500+ MHI Own an automobile in the HH Source: Juxt Consult, India Online Landscape 2011
8. Youth leading the web revolution Composition of Internet Audience 15+ 75% Source Comscore: State of Internet India Demographics, % Figures
9. Top activities on the net 62% 68% 94% 74% web search emailing download music job search 44% 47% 61% 53% 56% 47% joined online community social networking Check general news IM/chatting Professional networking PC to mobile SMS Source: Juxt Consult, India Online Landscape 2011
10. Online video reaches 71% of Indian Internet Audience 1.7 B videos viewed in India every month 9.1 B minutes spent on online videos every month 5th largest nation in the world in terms of online video reach Source:Comscore Video Metrix Report, 2011
11. Online buying picking pace 4 out of 5 internet users ‘shop’ online (search or buy online) 70% increase in online buyers from last year Online buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million) Most bought ‘non-travel’ products were mobile phones & accessories (56%), computer hardware and consumer electronics (35% each) and movie tickets (30%). Most bought ‘travel’ products were train tickets (83%) and air tickets (58%) 50 million strong online ‘Shopper’ base Source: Juxt Consult, India Online Landscape 2011
12. Top websites 2011 Net-Banking/Finance Travel E-Commerce Group Buying/Deals India’s first billion dollar valuation company! Source: Juxt Consult, India Online Landscape 2011
14. What about Online? Still a long way to go… Requires content & interactivity in local languages Source: Doubleclick Ad Planner & Juxt Consult, India Internet Landscape 2011
15. Growth of Indian ad industry in last 5 years… Source: Pitch-Madison Media Advertising Outlook 2011
19. But growth is High… 2009 to date, growth in ad spends (CAGR) 19% 20% 21% 22% 42% Television Print OOH Radio Internet That’s double the growth of ad-spends on TV!
24. 15 years ago, there were more computers in this country than mobile phones Today, there are 10 times more mobile phones than computers Food for thought….
25. Internet Usage on Mobile Phones All Mobile Users in India 304 million (100%) Rural Mobile Users 146 million (48%) Urban Mobile Users 158 million (52%) Use Internet on Mobile Phone Only 0.8 million (0.3%) Use Internet on Mobile Phone & PC 9.6 million (3.2%) Use Internet on Mobile Phone Only 0.9 million (0.3%) Use Internet on Mobile Phone & PC 0.3 million (0.1%) Use Internet on PC Only 27.4 million (9%) Use Internet on PC Only 9.4 million (3.1%) Not use Internet at all 120 million (40%) Not use Internet at all 135 million (45%) All mobile users using Internet - 15% – 48.4 million Mobile users using Internet on Mobile Phone – 3.8% – 11.6 million Source: Juxt Consult, India Mobile Landscape 2010
26. Mobile web gaining ‘Volume’ 7.3 B Monthly mobile ad impressions Indexed Query growth – Mobile ( top 1000 commercial queries) +50X since 2007 +4X YoY 30 M App downloads a week in India 8X Faster adoption than PC web Source: Morgan Stanley, Mobile Internet Presentation, Feb 2011; Industry estimates, Google Indexed query Data
27. Barriers to growth Lower Device & Data Costs ‘Low entry cost’ will be critical for Mobile / Mobility Devices to add to the next 100m Internet users
32. Tata Tea - Jaago Re JaagoRe’sTV campaign and voting website to promote citizens to Vote had already helped to build affinity for the Tata Tea brand. Our challenge was to take the campaign to the next level and initiate a long-term movement that would actually empower people to ‘wake up’ and change India.
34. Jaago Re – India’s First Social ‘Change’ Network
35. Bharat Matrimony – Biwi Ho TohAisi (My Kind of Wife) Our objective was to reach out to young bachelors and create greater awareness + preference for Bharat Matrimony – India’s number one matrimonial site.
36. So we created a simple and fun experience on Web + Mobile
38. Our objective was to leverage brand Airtel’s association with Champions League T20 and use the cricket card to engage and interact with the Target Audience in their natural online habitats during the Airtel Champions League T20, 2010. Airtel – Real Fans
41. Integrated Campaigns ; 360 degree Approach Online Promotion meets Offline Activation Inclusion of Mobile Social Conversations Co-creation of Content Treat the Internet as an “Individualized” Mass Medium Key Takeaways from our Experience
42. THANK YOU! For more Creative Showcase visit – www.webchutney.com/playinprogress My mail id is : rahul.nanda@webchutney.net
Editor's Notes
Digital Media is growing at a tremendous pace in India while Traditional Media such as TV is not going down. What are the aggressive approaches taken by agencies in India and how can these best practices be leveraged across SEA markets?
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Source Comscore: State of Internet India Demographics:- Internet audience in India skews dramatically young: three-quarters of the web audience is under the age of 35, compared to 52% of the global average and 57% of the regional average15-24 year olds in India are the heaviest Internet users Males spend more time online than females in most age groups; the 35-44 year old age group is the exception: women spend 1.7 hours more online than males 15-24 year olds of both genders are the heaviest users overall. Typical demographic consumption pattern for emerging Internet marketJuxt Consult: India Online Demographic/Consumer Class Facts:‘25-35 years’ user segment grows further as the ‘single’ largest online age groupAlmost 2/3rd of all internet users are ‘employed’ (up by 7%), and 71% of the employed ones ‘head’ of their households 2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly family income of `18,720; 1 in 4 have a credit card Female user-ship ‘inches’ up further at 27% (but ‘housewives’ segment declines)
Second point explanation: 17 mn of 50 million ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% increase from 10 million last year - 18 million credit card holders in india may 2011
Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
Source: Pitch Madison Media Advertising Outlook 2011 Report http://www.pitchonnet.com/PitchMadisonMediaAdvertisingOutlook/Outlook-2011-Intro.asp
*Note on first point: Source InMobiIndian mobile ad market grows by 27% in 90 days to 7.3 bn impressions monthly: InMobihttp://www.business-standard.com/india/news/indian-mobile-ad-market-grows-by-27-in-90-days-to-73-bn-impressions-monthly-inmobi/430611/
Consider & Buy Marketers often overemphasize the “con-sider” and “buy” stages of the journey, allocating more re-sources than they should to building awareness through ad-vertising and encouraging purchase with retail promotions.Evaluate & Advocate New media make the “evaluate” and “advocate” stages increasingly relevant. Marketing invest-ments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose can be as important as building awareness and driving purchase.Bond If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decision-journey stages.
