1. Present and Future of Digital

2. “We are not witnessing the
beginning of the end of old line
media. We are witnessing the
middle of the end…”

3. 2005 2006 2007 2008 2009 2010 2011
Australia 12.5 13.1 13.6 14 14.4 14.8 15.3
% of Population 62.20% 64.50% 66.70% 68% 69.20% 70.80% 72.50%
China 111 133.5 156.2 181.2 206.6 227.3 245.5
% of Population 8.50% 10.20% 11.80% 13.60% 15.40% 16.90% 18.10%
India 19.5 25.5 33.2 41.5 50.6 60.7 71.6
% of Population 1.80% 2.30% 2.90% 3.60% 4.30% 5.10% 6.00%
Japan 85.3 87.2 89.1 90.9 92.5 94 95.4
% of Population 67% 68.40% 69.90% 71.40% 72.70% 73.90% 75.10%
South Korea 33 34.4 35.6 36.5 37.2 37.8 38.4
% of Population 67.90% 70.50% 72.70% 74.20% 75.30% 76.20% 77.30%
Source: eMarketer, January 2007
Digital Scenario APAC

4. The Internet Usage Funnel – Year 2007
Total Urban Population ~ 250 Mn
Total Literate Population ~ 205 Mn
Total English Knowing~ 77 Mn
Total PC Literate ~ 62 Mn
Total Claimed Users ~ 52 Mn
Total Active Users ~ 32 Mn
Source: Icube 2007
Survey technique: Offline survey across 30 cities
(SS:65,000), (8 Major Metros, 12 Small Metros, 6 Non-
Metro Cities & 4 Small Cities)

5. Reach- Small Towns are growing the internet
user base
• Internet trial are increasing in the
small and non-metros as more
users log on and feel confident
enough to become a part of this
global community.
• Smaller cities and towns have
shown a whopping 142% growth
and now account for 25% of all
internet users
• The number of credit card users
has increased in smaller cities
across India .According to the
IAMAI report there are 2.4 million
people accessing the internet for
e-commerce.
0%
10%
20%
30%
40%
50%
60%
Top 8
metros
Small
metros
non
metros
small
metros
2001
2003
2004
2006
Growth of internet in Non-metros in 2001was 27% and it has
grown to 42% in 2007

6. Reach- Internet is reaching out to less affluent sections of
the society
• Mass media helped in creating
more awareness on internet
especially as a tool for
empowerment
• PC’s and internet connections
have become more affordable
• Application side several one
time applications like
examination results and
ticketing , which are non
communication oriented
encourage the less affluent to
be on net.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Sec A Sec B Sec C Sec D & E
2001
2003
2004
2006

7. Half spent on the essentials
(46%, 20.2 hrs)
Work 7.1 hrs
Sleep 7.4 hrs
Chores, errands,
cooking, cleaning 2.9 hrs
Commuting 1.2 hrs
School 1.6 hrs
8.4 hrs with media
(19%)
3.1 hrs using the Internet
2.3 hrs watching TV
0.9 hrs radio
1.1 hrs newspaper
1.0 hrs magazine
8.3 hrs with technology
(19%)
IM, landline phone, cell phone, SMS, MP3
player, online/console games, PDA, online
journals/blogs, emailing, listening to
music (not radio), going to movies
7.5 hrs w/ Family & Friends
(17%)
5.9 hrs w/ Family
1.6 hrs w/ Friends
Families in India Are Living the 44.4 Hour Day!Families in India Are Living the 44.4 Hour Day!
20
10
All in a Day’s WorkAll in a Day’s Work
20
1030
20
1030
20
1030
44.4
Source: It’s a Family Affair, Sept. 2006. Research commissioned by Yahoo!
& OMD. Global = Aggregation of the 16 countries tracked by the survey.
n=300+ per country; n = 200 in HK & Taiwan, n=500 in US. Adults 18+.

8. Internet Audience :
Width of Activity, Degree of Involvement Increasing !
Communication E-Mailing, Messenger, Networking, E-Groups, BLOGS
Information Googling, Regional Content, Niche-Verticals
Entertainment Online Music, Movie Trailers, AV Streaming, Downloads
E-Commerce Auctions, Net-Banking, shopping
With the increase in usage & width of Activities
every genre has developed LOYAL Users

9. % Share of media 2004 2005 2006 2007 2008 Forecast
Newspapers 47% 48% 48% 47% 46%
Magazines 4% 4% 4% 4% 3%
TV 38% 37% 37% 36% 35%
Radio 2% 2% 2% 3% 4%
Internet 1% 1% 1% 2% 3%
Outdoor 7% 7% 7% 7% 7%
Cinema 0.30% 0.30% 0.40% 0.40%
Retail Media 1% 1% 1%
Media Total 100% 100% 100% 100% 100%
The Indian Market is opening up to the Digital Medium & is pulling
away from Traditional mediums

10. Peshwa.expert@gmail.com
Peshwa acharya