rise of india's digital consumer - comscore

Rise of India’s Digital ConsumerKedar GavaneDirector, India

[email protected]

#SOII12

mailto:[email protected]


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#SOII12Presented by : Kedar Gavane, Director, India

PAGE TAGS

PANEL

Global PERSON Measurement

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Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration

Unified Digital Measurement (UDM) Patent-Pending Methodology

Adopted by 88% of Top U.S. Media Properties


Broad Client base and deep expertise across key industries

Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology

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Global Trends#SOII12

Global Online Growth Trend

Asia Pac Europe North America Latin America Middle East & Africa

134134213

399

617

121120206

370

574

Jul 11 Jul 12

• 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

7%

8%

3%11% 11%

Unique Visitors (in millions)

15+ Age, Home and Work users


BRIC Nations - Growth Comparison

Brazil Russia China India

62.6

336

5952 44.5

322

49.148.9

Jul 11 Jul 12

6% 20%

41%

5%Unique Visitors (in millions)


India

62.644.5

• 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


Digital consumer achieves critical mass

Jul 11 Nov 11 Mar 12 Jul 12

62.656.3

46.344.5

62.157.7

42.238.5

Shared, Mobile and others15+ age, home and work

July 2011 July 2012

4836

Time Spent (in billion minutes)

July 2011 July 2012

69.954.6

Pages Viewed (in billions)


83

• 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

88.5

114124.7

*based on July 2011 to July 2012 data #SOII12

Demographic distribution - Youth driving the growth

0 7.5 15 22.5 30

21.9

23.7

9.7

3.6

1.8

7.51522.5

13.7

15.3

6.5

2.4

1.3

15-24 yrs

25-34 yrs

35-44 yrs

45-54 yrs

55+

Demographic distribution of UVs in %

75%

• 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

Online Category TrendsJuly 2011-12

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Presented by : Kedar Gavane, Director, India

The Super Seven - High growth categories

Games

News

Search

Retail

Health

SN

Travel 41

43

43

43

43

54

60

44

95.5

21.1

59.9

91.5

80.3

40

YoY Growth % Jul’12 Reach %

21.1

41

59.9

• 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

The Top 10 Sites - Year on Year growth

0

15

30

45

60

Google Facebook Yahoo! Microsoft Times Internet Wikimedia BitTorrent Network18 Ask Rediff

15.216.419.320.221.922.6

29.3

40.3

52.1

59.7

16.211.9

16.214.91515.9

24.2

36.935.3

42.8

Jul 11 Jul 12Unique Visitors (in millions)


• 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

39%47%

9%

21%42% 46% 35% 19% 37% -6%


Explosion of News/Info Consumption

Yahoo!-ABC News Network

The Times of India

New York Times Digital

HT Media Ltd

ONEINDIA.COM Sites

India Today Group

IBN Live

NDTV

The Economic Times

The Hindu Group

INDIA.COM NEWS

The Indian Express Group

BHASKAR.COM 3.23.7

4.65.7

6.777.98.5

9.611.111.3

18.720.4

Jul’12 Reach %

Jul 11 Oct 11 Jan 12 Apr 12 Jul 12

50.2

40.835.132.732.6

News/Info

• 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

Growing NRI consumption among local sites

0%

25%

50%

75%

100%

NDTV IBN Live Times of India Manorama

53%36%22%35%

47%

64%

78%

65%

India NRI

Rediff In.com Cricbuzz ICICI Bank

12%55%32%17%88%

45%

68%

83%

• 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

% of Unique Visitors


Online Retail - The boom continues

0

2.5

5

7.5

10


Amazon sites Flipkart SnapdealJabong Myntra Homeshop18Jul 11 Oct 11 Jan 12 Apr 12 Jul 12

37.5

33.3

2927.626.1

Retail

• 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


Unique Visitors (in millions)Unique Visitors (in millions)

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Fastest growing Retail categories

Apparel

Consumer Goods

Sports/Outdoor

Home Furnishing

Retail Food

Retail Movies

Comparison Shop 75

76

90

98

100

119

362

15

10

2.1

1.5

2.8

2.9

13.4

YoY Growth % Jul’12 Reach %

• 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


Reach in Travel category surpasses WW average

Indian Railways

MakeMyTrip

Yatra Online

Jet Airways

TripAdvisor Media Group

INDIARAILINFO.COM

CLEARTRIP.COM

Expedia Inc

Travora Media

MUSTSEEINDIA.COM

REDBUS.IN 2

2.3

2.6

2.9

3

3.2

3.9

4.6

8.3

11.6

19.2

Jul’12 Reach %

Makemytrip11.6% Yatra

8.3%

Cleartrip3%

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


Yebhi $27

Myntra $24

Flipkart $35

Yatra $166

MMT $204IRCTC $17

e-Commerce Transactions in India

All Others2%

cash/COD7%

Mastercard12%

Visa21%

Direct Debit58%

Indian Payment Type Transaction Share, Q2 2012

• 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

Average Transaction Sizes (Apr - Jun ’12)

Travel

Retail

Chart based on data for the months between Apr to Jun 2012 for Travel and Retail category

Facebook’s dominance

Linkedin Orkut Twitter Bharatstudent

3.83.83.87.9

3.73.6

12.6

5.8

Jul 11 Jul 12

Facebook

52.1

35.3

• 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



47%

36%-69%

5% 2%


Entertainment - The blockbuster category

Youtube

CBS Interactive

SONGS.PK

omg!Yahoo!

Yahoo! Movies

BEEMP3.COM

DAILYMOTION.COM

ToneMedia

IMDb

MP3RAID.COM 6.2

6.9

7.1

7.2

7.6

7.7

8.8

8.8

14.8

53.7

Jul’12 Reach %


55.8

47.843.6

41.140.6

Entertainment

• 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



Mixed growth in other categories

zigwheelsCardekho

CarwaleGaadi

oncars 1.5

1.8

2.7

2.8

3.6

Automotive 17.8

99acresmagicbricks

commonfloorindiaproperty

makaan 0.7

1

1.1

1.8

1.8

Real Estate 8

SBIICICI

HDFCMoneycontrol

Indian overseas 6.7

7.1

8.6

9.2

9.5

Finance 56.6

NaukriTimesjobsMonsters

ShineIndeed 4.6

4.7

6.6

6.6

13.3

Career services 43.3

Automotive - 18% growth

Real Estate - 38% growthBiz/Finance - 35% growth

Career Services - 30% growth


Online Video continues to soar

Jun 2011 Oct 2011 Mar 2012 Jun 2012

44.542.334.832.4

Video Viewers (in millions)

Jun 2011 Jun 2012

3.4

1.9

Videos viewed (in billion)

• Online video viewers in India have grown over 37.3%• The engagement has reached 3.4 billion videos every month• 52% of the total videos belong to the entertainment category• YouTube top channels are related to Bollywood• Video advertising has grown proportionally with growing

inventory

373

433455 459

Min per viewer


TseriesVevo

YoBoHoEros

ShemarooRajshri 7.4

7.5

8.4

9

12.9

13.4

Top YouTube Channels

Video Views (Millions)

Mobile Engagement - The Growing Phenomenon

0%

25%

50%

75%

100%

Android iOS RIM Symbian

45%72%75%50%

55%

28%25%

51%

Mobile Access Wifi

• 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

Weather Telecom SportsEnt - Music

25%24%25%54%

74%75%74%

44%

PC Mobile Tablet

iOS4%

Symbian16%

Android16%

RIM1%

Others63%

Device Essentials - Jun 2012, data based on total pageviews as the universe

Access Type by OS

Market Share of OS

Top categories by % share

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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?

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Thank youRise of India’s Digital Consumer

Kedar GavaneDirector, India

[email protected]



rise of india's digital consumer - comscore

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