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Digital trends 2017 india media consumption on digital

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Digital trends 2017 india media consumption on digital

  1. 1. DigitalTrends India 2017
  2. 2. The Digital Media Landscape Image courtesy- digitalmarketingexperts.com
  3. 3. Digital India Languages Used Urban 66% 55% 11% Rural 26% 38% 27% Location / Device 85% English 22% Hindi 13% Tamil 12% Marathi 9% OriyaMobile Internet users by June 2017 420 Mn Internet users by June 2017 465 Mn Social 241 Mn 160 Mn (90% on mobile) Sources: Mary Meeker Report, IAMAI AND IMRB, KPMG, Mashable Brimming with Enthusiasm- Internet usersYOY growth declining globally, whereas growth rateYOY @28% in India Urban: Internet Penetration- 60%,YOY growth @7% Rural: Internet Penetration- 17%, YOY growth @22% Urban, 62% Rural , 38% India will continue to witness the growth, there are potential approximately 750 million users still in rural India. Local languages are going to be key in convincing the next billion users to come online. By 2021, 201mn Hindi users expected to be online (38% of user base)
  4. 4. Mobile rules, powered by data Hours spent on Android phones in 2016 Mobile’s share of web traffic App downloads from Google Play Increase in data usage, since Reliance Jio 79% 150 Bn 6 Bn 9x • India wireless data cost, declining to more affordable levels (-48% in the last year) • Intense competition in mobile hardware; rise of China OEMs + Reliance • 55% Unique mobile user penetration • 79% Mobile connectivity • 16% Mobile broadband penetration Further increase in mobile + data users Time spent with media per week (hours), 2016 Mobile-THEprimary device Mobile used as primary device for accessing internet: 77% of urban users 92% of rural users Rural India has leapfrogged to mobile technology with lower penetration of computers as a medium to access Internet Sources: Mary Meeker Report
  5. 5. Mobile First >> Mobile Only Mobile users likely to constitute 85-90% of the total online population by 2020@ 1 Bn 50% % of mobile data would be video content by 2017 In 2016 60% % of all Google Searches 2017 96% Internet = Mobile • India is starting to witness the emergence of a mobile first and possibly a mobile only population • Preferences are shifting to mobile for a variety of activities including video consumption and shopping • Mobile is fast becoming the starting point for consumer-brand interactions Smartphones Sources: KPMG, Ericsson Consumer Labs, Facebook, Google, IPSOS, Cisco 4G In 2017 160 M In 2018 285 M (% of mobile subscribers) Social Video In 2022 520 M India is world’s second largest smartphone market Expected growth @83% CAGR until 2020 Mobile as primary device
  6. 6. Purpose of Access Purpose of Access: URBAN 93% General Search 86% Online Communication 84% Social Networking 76% Entertainment 63% OnlineTransaction 61% Online Shopping 87% Entertainment 86% Communication 84% Social Networking 76% Online Services Purpose of Access: RURAL Sources: IAMAI AND IMRB, Mary Meekers report Search and communication dominate usage pattern in urban, entertainment leads the way in rural. On mobile, entertainment is the major activity, followed by search, social and messaging Percent of time spent on mobile by category, 2016 Time spent on smartphone jumped by 23% from June 2016- March 2017
  7. 7. India Entertainment Re-Imagined Average Indian user is watching 8.5 hours of video content every month on Facebook andYouTube put together Sources: Mary Meekers report, KPMG Report, Consumer Barometer, IMRB MRB, Kantar Media and Culture Machine Video platforms/sites used: Top 10 video streaming apps by monthly avg users on android -2016 3-4 X Growth 3-4 times growth recorded for music and video streaming apps, 2016 OTT services are growing but social media networks continue to be the most popular video platforms. LinkedIn has also introduced auto play videos, which would further enhance this trend *OTT services such as Hotstar, Netflix, Amazon Prime Video, Jio TV and VOOT. 47% 42% 11% Facebook Youtube OTT Services* Rise of social video, especially on Facebook Short, crisp videos perform better Mobile data used more than Wi-Fi Comedy/Entertainment- the most popular genre 89% weekday viewingVS to 65% on weekends Hotstar is the most popular OTT service Hindi videos are the most-watched ones Video consumption trends
  8. 8. Local language internet users in India Penetration of Local Language Internet Users Overall in India Urban Rural 50% 45% 56% Local Language Users– by SECLocal Language Users– by Gender 157 Mn – Local language Users in India, an expected 201 Mn Hindi users by 2020 end Local Language Users– by Age Source: IAMAI IMRB Report, KPMG-Google report Almost every new user coming online, roughly 9 out of 10—is not proficient in English. Since the rural internet penetration will increase, we can expect vernacular consumption to rise in terms of handset compatibility, voice translations and more
  9. 9. • 80% of all web traffic emanates from mobile, second highest in the world. 28 hours a week are spent on mobile-This makes mobile the most powerful of all platformsThe Mobile Obsession • From targeting demographic/psychographic segments to ‘individual’ personalization at scalePersonalization • Vernacular becoming the epicentre of digital – need to be hyperlocal, personalized, social and always on! Brands need to start focussing on this aspect especially when mobiles and search giant Google have started including vernacular in the product itself Vernacular Content • Online video content has increased from 49% to 66% in 2016. 40% of mobile data traffic is being driven by audio and video content Unstoppable Rise OfThe Video • YOY growth in internet population; Shift in internet usage expanding and diversifying from primarily urban to rural and lower-income consumers across all age-groups. Brands will need to consider this rising population while thinking of marketing and even designing products 2X urban, 4X rural Source: 2015 WARC, BCG, IAMAI Report, FICCI-KPMG Report Summarizing

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