india profile: global snapshot series
Post on 17-Oct-2014
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Check out our new Global Snapshot Series for insights into India's evolving mobile and digital marketing landscape. View the full series here: http://www.slideshare.net/sapient/tag/global-snapshot-seriesTRANSCRIPT
Global Snapshot Series:India
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IndiaBasic Information
SapientNitro | India | 01.08.14
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INDIA
India can boast an impressive amount of languages spoken throughout the country. Hindi is the most widely spoken language and primary tongue of 41% of the people. There are 14 other official languages: Bengali, Telugu, Marathi, Tamil, Urdu, Gujarati, Malayalam, Kannada, Oriya, Punjabi, Assamese, Kashmiri, Sindhi, and Sanskrit. Hindustani is a popular variant of Hindi/Urdu spoken widely throughout northern India but is not an official language.
English enjoys the status of subsidiary official language but is the most important language for national, political, and commercial communication.
POPULATION1,220,800,3592nd Largest in the world
POPULATIONBELOW POVERTY LINE 30%
Basic Information
URBAN POPULATION31%
SapientNitro | India | 1.8.2014
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INDIABasic Information
The consumption of social media is expanding among young, highly-connected Indians. In November 2013, Mumbai was among the top 10 Facebook cities globally, behind Bangkok, Jakarta and London but ahead of Buenos Aires. Hindu
Ethnicity
75%
Indo-Aryan
25%
Dravidian
3%
Mongoloid and other
Religion
Muslim
Christian
Sikh
Unspecified
Other
80%13% .1%
2% 2%2%
SapientNitro | India | 1.8.2014
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IndiaInternet
SapientNitro | India | 01.08.14
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INDIAInternet
Fixed lines have fallen 21% since 2007 while mobile connections are on the rise – increasing 270%.
13% 13.2% of population are internet users, equaling approximately 161 million internet users.
Larger penetration rates may be only a matter of time as the government sets goals of extending service to rural areas.
5.8% of households have a fixed broadband connection.
Much of India’s landmass is rural and “untouched by modern infrastructure” making it difficult to extend internet access to the population. Indeed, eMarketer estimates that just 5.8% of households would have a fixed connection in 2013. While penetration appears low at only 13% of the population, that small number is extremely significant considering India has the second largest population in the world – bring it’s internet users to a estimated 161 million users. A large number compared to other countries.
SapientNitro | India | 1.8.2014
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INDIAInternet
15-24 36% 25-34 39%35-44 16% 45-54 6%55+ 3%
39% 61%
1. Google 2. Facebook 3. Google.com4. YouTube 5. Universo Online
Age of Internet UsersTop Sites Visited
India’s internet users are strongly skewed toward young males - 61% were male, and three-quarters were ages 15 to 34; just 9% were 45 or older.
However, these numbers may be influenced by the fact that a majority of users access the Internet from Cybercafes rather than home, and private access demographics that are available may be skewed towards those that can afford it.
SapientNitro | India | 1.8.2014
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IndiaSocial
SapientNitro | India | 01.08.14
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INDIASocial
94%
By 2017, 82% of India’s internet population will be social network
users, and estimated 283 million users.
2011
2013
2012
2014
2015
60.3%
71%
78.9%
83%
87.2%
A large majority of India’s internet users are social network users – in 2013, 127.5 million internet users (78.9%) visited social sites at least once per month – and the numbers are growing.
79% of the online population used social sites at least monthly in 2013.The number of users grew by 46% in 2013.
SapientNitro | India | 1.8.2014
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INDIASocial
13-15 5% 16-17 8%18-24 48% 25-34 28%35-44 7%45-54 3%55+ 2% 28% 73%
The United States is the only country that has more Facebook users than India, and it has the largest number of Facebook users of any developing country in the world. One major catalyst has been the growing number of mobile and smartphone connections, especially in rural areas, that has made Facebook accessible to a larger audience.
Facebook Users
1. Facebook2. Youtube3. Blogspot.in4. LinkedIn5. Wordpress
Top Social Sites Visited
SapientNitro | India | 1.8.2014
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IndiaMobile
SapientNitro | India | 01.08.14
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Key Mobile Activities
70% browsed the Internet
68% took a photo or video
68% listened to music
67% sent or read email
62% accessed a social network
INDIAMobile
14% of mobile phone users are smartphone users, estimated to grow to 25% by 2015.
32%
Series 40
21%
Android
16%
Samsung
14%
SymbianOS
43% of the population may seem small, but considering India’s population size and the fact that its Internet penetration was only 13.2%, this is a significant number. In fact, more of the population has access to a smartphone than to the Internet from a desktop – the accessibility of mobile technology has helped bridge the divide in India that the country’s landmass has created.
Mobile Operating System Share
43% of the population are mobile phone users.
SapientNitro | India | 1.8.2014
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INDIAMobile
12-15 11% 16-19 11%20-29 24% 30-39 20%40-54 16%55+ 16% 47% 53%
Mobile Phone Owners SocioEconomic Status: Upper/Upper Middle Class31.4%
Middle Class22.6%
Working Class46%
India’s smartphone audience more than doubled in 2012 but is still relatively tiny, as one would expect in a country where only a minority have significant disposable income. According to Nielsen, just 14% of mobile subscribers ages 16 and older had a smartphone in the first half of 2013.
Expenditure on mobile search and display ads (excluding message-based
formats) is expected to be just $19.0 million in 2013 but will likely exceed
$191 million in 2017.
2010
2012
2011
2013
2014
$109
$142
$191
$421
$526
Digital Ad Spend in US$ Millions.
SapientNitro | India | 1.8.2014
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IndiaEcommerce
SapientNitro | India | 01.08.14
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INDIAEcommerce
Due to more secure options of payment such as Cash on Delivery, consumers in India are gaining trust in online purchasing. Common among all leading internet retailers was the idea of one-stop shopping; large product ranges in a single website as opposed to single brick and mortar stores. 1. Dell India Pvt Ltd
2. Myntra.com3. Future Value Retail Ltd4. Rediff.com India Ltd5. Jabong.com
Top Internet Commerce Sites
Indian’s spent $2.98 Billion dollars shopping online in 2013.
In 2012, Internet retailing showed a growth in current value of 30%.
SapientNitro | India | 1.8.2014
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INDIAEcommerce
Jabong.com with its card payment facility for cash on delivery will be the strongest operator in the forecast period. Between January to August 2012, the company gave tough competition to market leaders like Flipkart and Myntra in terms of visitors. With its super-fast delivery system and extremely varied products Jabong will witness the strongest sales in 2012-2017. 18%
Consumer Electronics
15%
Apparel
14%
Media Products
2%
Consumer Appliances
Total Retail Internet Retail Value in 2012
1%
Consumer Healthcare
SapientNitro | India | 1.8.2014
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