1. Rise of India’s Digital Consumer
Kedar Gavane
Director, India
kgavane@comscore.com
#SOII12

2. comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1700+ worldwide
Employees 900+
Headquarters Reston, VA
170+ countries under measurement;
Global Coverage
43 markets reported
Local Presence 32+ locations in 23 countries
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3. Global Coverage, Local Presence
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4. comScore Digital Business Analytics
Audience Measurement
Site Analytics
User Analytics Vertical Market Solutions
Unified Digital Measurement™
Social Analytics
Copy Testing
Campaign Verification
Advertising Analytics Ad Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Mobile Analytics Customer Experience
& Retention Management
Presented by : Kedar Gavane, Director, India #SOII12

5. Unified Digital Measurement™ (UDM) Establishes Platform For
Panel + Census Data Integration
Global Global
PERSON Measurement MACHINE Measurement
PANEL PAGE TAGS
Unified Digital Measurement (UDM)
Patent-Pending Methodology
Adopted by 88% of Top U.S. Media Properties
Presented by : Kedar Gavane, Director, India #SOII12

6. Broad Client base and deep expertise across key industries
Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology
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7. Global Trends
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8. Global Online Growth Trend
7% Unique Visitors (in millions)
Jul 11 Jul 12
15+ Age, Home and Work users
8%
574 617
3%
370 399 11% 11%
206 213
120 134 121 134
Asia Pac Europe North America Latin America Middle East & Africa
• Worldwide online audience has grown by 7% in the last 12 months
• Asia Pac markets have added over 40 million users and continues to grow
strongly
• Latin America and MEA have grown faster with over 11% Y-o-Y growth
Presented by : Kedar Gavane, Director, India #SOII12

9. BRIC Nations - Growth Comparison
Unique Visitors (in millions) 5%
Jul 11 Jul 12
15+ Age, Home and Work users
41%
322 336
6% 20% 44.5
62.6
48.9 52 49.1 59 44.5 62.6
Brazil Russia China India
• India is the fastest growing online market in the last 12 months
• Russia and China have added over 10 million users in the last 12 months and
continue to grow
• India’s explosive online growth to continue, as most online categories show
below average penetration compared to global averages
Presented by : Kedar Gavane, Director, India #SOII12

10. Digital consumer achieves critical mass
15+ age, home and work
Time Spent (in billion minutes)
Shared, Mobile and others
Unique Visitors (in millions)
48
124.7 36
114 62.6
56.3 July 2011 July 2012
83 88.5
46.3 Pages Viewed (in billions)
44.5
57.7 62.1
38.5 42.2
69.9
54.6
Jul 11 Nov 11 Mar 12 Jul 12 July 2011 July 2012
• Total internet usage of 124.7 million in July 2012, a 41% growth from last year
• Engagement metrics have been maintained
• With 124 million internet users, India is at a 10% internet penetration
*based on July 2011 to July 2012 data #SOII12

11. Demographic distribution - Youth driving the growth
1.3 55+ 1.8
2.4 45-54 yrs 3.6
6.5 35-44 yrs 9.7
15.3 25-34 yrs 23.7
75%
13.7 15-24 yrs 21.9
22.5 15 7.5 0 7.5 15 22.5 30
Demographic distribution of UVs in %
• 75% of the audience is below the age of 35 yrs, makes it one of the youngest
online population
• Females form 39.3% of the total audience
• Highest growth seen among 15-24 male and female segments
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12

12. Online Category Trends
July 2011-12
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Presented by : Kedar Gavane, Director, India

13. The Super Seven - High growth categories
YoY Growth % Jul’12 Reach %
Games 60 41
40
News 54 80.3
Search 43 91.5
Retail 43 59.9
59.9
Health 43 21.1
21.1
SN 43 95.5
Travel 41 44
• Unprecedented growth in Travel, Search, SN and News, surpassing WW averages
• Growth to continue in Retail, Games and Health, as they are below WW averages
• Key drivers being content and accessibility
• Coupons category has de-grown by 38% as players have moved to allied verticals
Graph based on July 2011 and Jul 2012 data for15+ Age, Home and Work users

14. The Top 10 Sites - Year on Year growth
39% 15+ Age, Home and Work users
60 47%
59.7 Jul 11 Jul 12
52.1 9% Unique Visitors (in millions)
45
42.8
40.3 21%
35.3 36.9
30 42% 46%
29.3 35% 19%
24.2 37% -6%
22.6 21.9
15 20.2 19.3
15.9 15 14.9 16.2 16.4 16.2 15.2
11.9
0
Google Facebook Yahoo! Microsoft Times Internet Wikimedia BitTorrent Network18 Ask Rediff
• 3 out of the top 10 have kept pace with the overall growth
• Increased engagement among the top 10 in terms of time spent and pages viewed
• The frequency of user visits has also increased over 10-40% among the top 10
Presented by : Kedar Gavane, Director, India #SOII12

15. Explosion of News/Info Consumption
News/Info Jul’12 Reach %
Unique Visitors (in millions)
Yahoo!-ABC News Network 20.4
The Times of India 18.7
50.2 New York Times Digital 11.3
HT Media Ltd 11.1
40.8
ONEINDIA.COM Sites 9.6
35.1
32.6 32.7 India Today Group 8.5
IBN Live 7.9
NDTV 7
The Economic Times 6.7
The Hindu Group 5.7
INDIA.COM NEWS 4.6
The Indian Express Group 3.7
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 BHASKAR.COM 3.2
• A 54% growth registered, with multiple access points including mobile and tablets
• The reach avg is close to global average of 80% and is still growing
• One of the most engaged categories with 5 min per visit
Chart based on July 2012 data for15+ Age, Home and Work users

16. Growing NRI consumption among local sites
India NRI
% of Unique Visitors
100%
35% 22% 36% 53% 17% 32% 55% 12%
83% 88%
75% 78%
65% 64% 68%
50%
47% 45%
25%
0%
NDTV IBN Live Times of India Manorama Rediff In.com Cricbuzz ICICI Bank
• Sizable international audience visitation key sites including News, Portals, Sports
and Entertainment
• Regional newspapers have the highest share of international audience and are the
best way to reach out to NRI consumers
• The traffic is growing across categories and we will be looking at reporting it as a
separate segment in the coming dayss
Chart based on July 2012 data for15+ Age, Home and Work users

17. Online Retail - The boom continues
Retail Unique Visitors (in millions)
Unique Visitors (in millions) 10
37.5
33.3 7.5
27.6 29
26.1 5
2.5
0
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12
Amazon sites Flipkart Snapdeal
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 Jabong Myntra Homeshop18
• 3 out of 5 online Indians visit online retail sites, growth of 43%
• The category has seen mushrooming of several players across horizontals and verticals
• A close battle between Snapdeal and Flipkart in horizontal retail and Jabong and Myntra
in the lifestyle category respectively
• Aggressive marketing and consumer need have led to this unprecedented growth
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12

18. Fastest growing Retail categories
YoY Growth % Jul’12 Reach %
Apparel 362 13.4
Consumer Goods 119 2.9
Sports/Outdoor 100 2.8
Home Furnishing 98 1.5
Retail Food 90 2.1
Retail Movies 76 10
Comparison Shop 75 15
• Apparel is the fastest growing retail sub-category, reaching 13% of online users
• Consumer Goods, Home Furnishing and Sports have shown early signs of growth
and will only grow faster in the coming months
• Flowers/Gifts/Greetings category de-grown by 33%
• Comparison shopping is expected to keep pace with retail reach of 60%
• Vertical Retail segments will be the fastest growing in coming months
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12

19. Reach in Travel category surpasses WW average
Jul’12 Reach %
Indian Railways 19.2
MakeMyTrip 11.6
Yatra Online 8.3 Makemytrip
Yatra
Jet Airways 4.6 11.6%
TripAdvisor Media Group 3.9 8.3%
INDIARAILINFO.COM 3.2
CLEARTRIP.COM 3 Cleartrip
Expedia Inc 2.9 3%
Travora Media 2.6
MUSTSEEINDIA.COM 2.3
REDBUS.IN 2 Unduplicated reach : 16.4%
• 1 out of 5 online users visit Indian Railways site
• High duplication among the OTAs, with customers looking for best fares
• Alternative travel options like Bus and Car rentals have picked up in last 12
months
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12

20. e-Commerce Transactions in India
Indian Payment Type Transaction Share, Q2 2012
Direct Debit 204
58% IRCTC MMT $
All Others
$17
Travel Yatra $166
2%
cash/COD
7% Average Transaction Sizes (Apr - Jun ’12)
Mastercard 27
Flipkar
t $35 Yeb hi $
12%
Retail Myntra $24
Visa
21%
• Direct debit or Netbanking is the most popular format of the payment
• Travel controls the majority of dollars and transactions in the market, driven largely
by IRCTC
• COD/Cash payments are more popular in the retail category
• IRCTC averages at $17 per transaction and Flipkart stands at $35 per transaction
Chart based on data for the months between Apr to Jun 2012 for Travel and Retail category

21. Facebook’s dominance
15+ Age, Home and Work users
47% Jul 11 Jul 12
52.1 Unique Visitors (in millions)
35.3
-69%
36% 12.6
5% 2%
7.9
5.8
3.8 3.6 3.8 3.7 3.8
Facebook Linkedin Orkut Twitter Bharatstudent
• Facebook has emerged as the market leader in the SN category
• The engagement on Facebook is highest among any category
• Facebook users spent 3.8 hrs on an average in July 2012 and 17.4 visits per person
• Linkedin has also shown over 36% growth in the last 12 months
Presented by : Kedar Gavane, Director, India #SOII12

22. Entertainment - The blockbuster category
Entertainment
Jul’12 Reach %
Unique Visitors (in millions)
Youtube 53.7
55.8
CBS Interactive 14.8
47.8
43.6 SONGS.PK 8.8
40.6 41.1
omg!Yahoo! 8.8
Yahoo! Movies 7.7
BEEMP3.COM 7.6
DAILYMOTION.COM 7.2
ToneMedia 7.1
IMDb 6.9
MP3RAID.COM 6.2
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12
• Entertainment category has 89% reach, still lower than WW average of 94.1%
• Entertainment added 15 million UV’s in the last 12 months
• Youtube leads the pack with highest reach in the category
• The growth comes from bollywood video and music content, more sites to come
up with the opportunity
Presented by : Kedar Gavane, Director, India #SOII12

23. Mixed growth in other categories
Finance 56.6 Real Estate 8
SBI 9.5 99acres 1.8
ICICI 9.2 magicbricks 1.8
HDFC 8.6 commonfloor 1.1
Moneycontrol 7.1 indiaproperty 1
Indian overseas 6.7 makaan 0.7
Biz/Finance - 35% growth Real Estate - 38% growth
Career services 43.3 Automotive 17.8
Naukri 13.3 zigwheels 3.6
Timesjobs 6.6 Cardekho 2.8
Monsters 6.6 Carwale 2.7
Shine 4.7 Gaadi 1.8
Indeed 4.6 oncars 1.5
Career Services - 30% growth Automotive - 18% growth
Presented by : Kedar Gavane, Director, India #SOII12

24. Online Video continues to soar
Video Viewers (in millions)
Min per viewer Videos viewed (in billion)
455 459
433
373 3.4
1.9
32.4 34.8 42.3 44.5
Jun 2011 Jun 2012
Jun 2011 Oct 2011 Mar 2012 Jun 2012
• Online video viewers in India have grown over 37.3% Top YouTube Channels
• The engagement has reached 3.4 billion videos every month Tseries 13.4
• 52% of the total videos belong to the entertainment category Vevo 12.9
• YouTube top channels are related to Bollywood YoBoHo 9
Eros 8.4
• Video advertising has grown proportionally with growing
inventory Shemaroo 7.5
Rajshri 7.4
Video Views (Millions)
15+ Age, Home and Work users

25. Mobile Engagement - The Growing Phenomenon
Access Type by OS Top categories by % share
Mobile Access Wifi Market Share of OS PC Mobile Tablet
100%
50% 75% 72% 45% Others 54% 25% 24% 25%
63%
75%
74% 75% 74%
50% 55%
51%
iOS 44%
RIM
25% 28%
4%
1%
25% Symbian Android
16% 16%
0%
Android iOS RIM Symbian Weather Telecom SportsEnt - Music
• The pages viewed on mobile has grown from 3% in July ’11 to 7% in July ’12
• Mobile and tablets access contribute to 7% of Indian online pages viewed
• Food, Travel information, online trading are popular categories on tablets
• ioS forms 80% of the tablet market share by page requests
Device Essentials - Jun 2012, data based on total pageviews as the universe #SOII12

26. Future Trends in India - A Summary
• Smartphones and tablets to drive engagement and usage further through WiFi access
• Explosive growth expected in Games, Health, News and Retail categories.
• Entertainment will be the key content growth area across mobile and PCs
• Categories like Travel, News and Career services to continue steady growth
• Increase in Cash-On-Delivery market share with great share of transactions from Retail
• Online advertising to aid brands in reaching younger audiences
Questions?
#SOII12

27. Thank you
Rise of India’s Digital Consumer
Kedar Gavane
Director, India
kgavane@comscore.com