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As India becomes more digitally connected, this special edition of Digital
Intelligence shows the way Indian consumers are going online, and on mobile. It
covers the key trends you need to know to healthcheck your digital strategy and
question whether digital has the right weight in your marketing mix.
Full stories and videos on click-through, and our strategists can guide you
on what this means for your brand and your business plan.
Best from all @ Digital
Danny Meadows-Klue
President
Digital Training Academy
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India is the third biggest country in terms of internet users in the world, with a highly social and mobile audience. This snapshot takes a closer look at India’s digital consumer, and the key trends driving the country towards a digital future. It's estimated as many as 121 million Indians are logged onto the internet. It is a sizeable number, but still a relatively small proportion of the country's 1.2 billion population.
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 2% - Number of rural Indians using the internet
- 25% - Growth in Indian internet users over the past 12 months
- 59% - Number of Indians who only access the internet via mobile
What Indians do online:
- 3 hours - Average time an Indian user spends on social media
- 13m - Number of Indians registered on matrimonial or dating sites
- 70% of Indian internet users who watch online videos
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If you're working on a global brand, remember that the beautiful site their New York agency has created might be designed for high-bandwidth markets. Always look at the load times to ensure your consumers see your message quickly. Ditch the flash and the heavy images: it's better to be there, than be pretty but never get loaded!
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Search, social networking and email are the top three key categories fro online communities in India, with social networking and email being significantly more popular categories in India than the rest of the world.
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Google expects India's Internet users to triple by 2014 as telecom carriers invest in high-speed wireless infrastructure and smartphones become cheaper, according to a news report. Speaking to the Wall Street Journal, Google's country head in India, Rajan Anandan, said that the company forecasts India will reach at least 300 million Internet users by 2014, up from about 100 million now.
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This video from Nielsen highlights the fast changing Indian consumer and their changing needs from the marketplace.
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This video from Nielsen demonstrates how digital is going to change the way Indian consumers are connecting and engaging with each other, and what it means for marketers.
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This video from Nielsen illustrates the changing habits of rural India India's 800 million consumers. There are 250 million mobile connections in rural India (more than in urban parts of the country) representing a huge opportunity to reach consumers on the move.
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India, along with Brazil, had been two of Orkut's final strongholds - until August 2010, when Facebook overtook Orkut to be the leading social network in India. In March 2011, the number of Facebook users grew to 31,593 million (48% more than Orkut).
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Google and Facebook have removed content from some Indian domain websites this week, following a court directive warning them of a crackdown "like China" if they did not take steps to protect religious sensibilities. The two internet giants are among 21 companies asked to develop a feature to block objectionable material after a private petitioner took them to court over images deemed offensive to Hindus, Muslims and Christians.
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Our researchers and journalists build snapshots of markets, companies and digital trends based on what you’re interested in. Vote and tell us what brands, sectors and countries you would like us to focus on next.
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As more and more people connect to the Internet in India, time spent social networking is exploding (on sites like Facebook and Orkut). It's one of the primary motivations for going online. As they do, marketers have the opportunity to reach and engage an interconnected audience and build brand reputation through the spread of positive word of mouth. But in order to be successful in social marketing you need to listen first, then plan before entering into the conversation. Once you are engaged in a dialogue, manage the responses carefully so you can maximise the benefits of brand advocates and minimise the risk of negative PR.
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This video from Nielsen offers key data on social media's growth in India, and its impact on marketing strategies.
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The vast majority of consumers in China and India trust brands that are responsible or sociable, according to new research. The study, from Havas Media, also indicates that only 20% of brands have a notable positive impact on consumer's sense of wellbeing and quality of life. Of those polled, 95% and 85% said they trust companies with a responsible or social profile more than those without in China and India respectively.
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India and China have the most active social media users, while web users in the US, Europe and Japan are less likely to post information on social networks, according to a new report. The global survey by Forrester Research, found that three out of four Chinese and Indian web users write blog posts or upload pictures and music. The online survey collected from 95,000 Internet users in 18 countries.
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Social media is booming in India, with Facebook and Yahoo leading the way, according to new data. The study, from Burson-Marsteller, indicates that Facebook and Yahoo are the top two sites in India with nearly 52% reach. The findings indicate that social media is the online destination of choice in India, ahead of news and sports sites.
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Social Media has now become part of everyday life for a majority of online Indians., with two-thirds of the country's web users accessing social media daily, according to new research. According to a study on social media usage by The Nielsen Company conducted in collaboration with AbsolutData, nearly 30 million Indians who are online are members of social networking sites and about two-thirds of them spend time on these social networking sites daily.
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India is forecast to overtake the US as the World's largest Facebook market by number of users as early as 2015, according to a new report from Gartner. The report attributed the growth to a rapidly increasing internet penetration in India, combined with high rates of growth in mobile connections.
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Maruti Suzuki Ritz has become the most popular brand in India by clocking a record fan base of over 1 million (1,018,000+ members) on popular social networking site Facebook. Maruti Suzuki Ritz made its debut on Social media in August 2010.
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While ownership of Internet-connected PCs might still be relatively low across the country - and reserved mainly for the more affluent city-dweller - mobile phone ownership is more wide spread and growing rapidly. The mobile device offers a great way for marketers to bridge the gap between the physical and digital world and you don't have to rely on the latest, most sophisticated smartphones to engage your audience. Why not think about the options that can be offered by shortcodes text back response, SMS, Interactive Voice Response and automated outbound dialling?
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Women spend 3 hours more on calls every month when compared to men and 4 times longer on instant messaging applications.
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Men spend 50% more time browsing the web on their smartphone than women.
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The use of the mobile Web is set to overtake fixed-line Internet in India by the end of the year, as the country's mobile revolution continues at full speed, according to new data. Statistics from statcounter indicate that India's mobile Web usage is just under 50% as of the second quarter of 2012. Meanwhile, wired access is steeply falling.
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Women use online instant messaging applications three times as much as men, and are more active social networkers. However, men install more apps than women with 16 apps added per month compared to just 11 by women.
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In India, women spend the same amount of time on their smartphones as compared to men. However, there are sharp contrasts in how they use their phones, according to new research. The study, from Nielsen Informate Mobile Insights notes that men spend 50 percent more time browsing the web on their smartphones than women. Conversely, Women spend 3 hours more on calls every month as compared to men, and 4 times the amount of time men spend on Instant Messaging (Chat) applications.
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Low-cost Android handsets will reach a penetration rate of 80% of total smartphones in Africa, India, and China by 2015, according to new research from In-Stat. The low-cost Android smartphone segment is comprised primarily of smartphones released with Android 2.2 or 2.3, since these versions are a good blend of features with modest memory and processor usage.
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Madhouse, China's leading Mobile Marketing Company has launched in India, in partnership with global ad giant WPP. Madhouse offers brands mobile solutions across the spectrum of paid, owned and earned media on smart phones and tablets.
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Akash, the low cost Indian tablet is set for a commercial launch, following its Government-subsidised launch in October. Though the base version was made for students, a commercial variant will also be made available by end of November. The Aakash will have a shelf name UbiSlate 7.
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Computer software is the most visited retail category in India, and the only one which greatly outpaces global averages.
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60% of all Indian internet users visited an online ecommerce site in November 2011, with the number of online shoppers increasing 18% in the past year. Coupon or deal sites have gained maximum traction with a jump of 629% compared to last year.
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This research highlights Amazon's popularity with the Indian online community. Amazon sites have nearly twice as many unique visitors as Apple.com.
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Amazon has launched an ecommerce site in India, marking the entry of one of the world's largest online retailers into the $550 billion retail market. The website, called Junglee.com, will offer more than 12 million products and more than 14,000 Indian and global brands, Amazon said in a statement. India has more than 100 million internet users and online shopping has been growing rapidly.
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The Indian online advertising market, including classifieds, will grow by a huge 54% in the next 12 months, according to new data. The research, from the Internet and Mobile Association of India (IAMAI) and IMRB, found that as of March 2012, the industry was worth Rs 2,851 crores in annual revenue. The trade body went on to forecast that this will further grow to Rs 4,391 crores by March 2013. The IAMAI represents the online and VAS players in India.
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Google is turning to TV advertising as it seeks to drive up awareness and usage of its products in India. The search giant is adapting an idea already used in several other countries, and utilising the tagline "The Web is What You Make of It", specifically for Indian consumers. India constitutes a particularly attractive market for the company, given the size of its population, alongside rising internet penetration and digital literacy levels.
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Asia (excluding Japan) and BRIC nations (Brazil, Russia, India and China) have overtaken Europe and western markets on television viewing and video consumption via Internet or mobiles, according to a new report looking at online video use in Asia. The findings, from Nielsen's global media consumption index also shows that globally, 14% of advertising expenditure goes towards digital.
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The song 'Kolaveri Di' from Indian actor Dhanush's upcoming movie 3 has become one of the internet viral sensations of the year. The Tanglish song (a mix of Tamil and English) with nonsensical lyrics came out just two weeks ago, and has already notched up over 8 million views on YouTube since its launch. By comparison, last year's hugely successful 'Old Spice' YouTube ads got over 35 million views over an extended campaign.
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The majority of marketers in India are in favour of a code of conduct to tackle to growing issue of email spam, according to new research. Octane.in, an email service provider and creator of India's first on-demand multi-channel marketing campaigns platform, has commissioned their second annual research report to help guide India marketers as they look to boost their return on investment in 2012 by linking their email marketing efforts to social media.
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