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Rise of India’s Digital Consumer

Kedar Gavane
Director, India
kgavane@comscore.com

#SOII12

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#SOII12

Global Coverage. Local Presence #SOII12 .

Director. 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. India #SOII12 .

India #SOII12 .S. Media Properties Presented by : Kedar Gavane. Director.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.

Broad Client base and deep expertise across key industries Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology #SOII12 .

Global Trends #SOII12 .

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. India #SOII12 . Director. Global Online Growth Trend 7% Unique Visitors (in millions) Jul 11 Jul 12 15+ Age.

5 62. as most online categories show below average penetration compared to global averages Presented by : Kedar Gavane.9 52 49.5 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. Director.1 59 44. India #SOII12 .Growth Comparison Unique Visitors (in millions) 5% Jul 11 Jul 12 15+ Age.6 48. Home and Work users 41% 322 336 6% 20% 44. BRIC Nations .

6 56.7 million in July 2012.5 57.3 July 2011 July 2012 83 88.2 69. a 41% growth from last year • Engagement metrics have been maintained • With 124 million internet users.5 46. home and work Time Spent (in billion minutes) Shared.1 38.3 Pages Viewed (in billions) 44.5 42.6 Jul 11 Nov 11 Mar 12 Jul 12 July 2011 July 2012 • Total internet usage of 124.7 36 114 62.7 62.9 54. Mobile and others Unique Visitors (in millions) 48 124. India is at a 10% internet penetration *based on July 2011 to July 2012 data #SOII12 .Digital consumer achieves critical mass 15+ age.

7 15.7 75% 13.5 0 7.7 15-24 yrs 21.5 35-44 yrs 9.6 6. Home and Work users #SOII12 .3 55+ 1.Demographic distribution .5 15 22.4 45-54 yrs 3. makes it one of the youngest online population • Females form 39.3 25-34 yrs 23.Youth driving the growth 1.5 30 Demographic distribution of UVs in % • 75% of the audience is below the age of 35 yrs.5 15 7.8 2.3% of the total audience • Highest growth seen among 15-24 male and female segments Chart based on July 2012 data for15+ Age.9 22.

India . Director.Online Category Trends July 2011-12 #SOII12 Presented by : Kedar Gavane.

9 Health 43 21.High growth categories YoY Growth % Jul’12 Reach % Games 60 41 40 News 54 80. surpassing WW averages • Growth to continue in Retail. SN and News.3 Search 43 91. Games and Health.5 Travel 41 44 • Unprecedented growth in Travel.9 59. Home and Work users .1 21.5 Retail 43 59. 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. The Super Seven . Search.1 SN 43 95.

2 11.1 9% Unique Visitors (in millions) 45 42.2 37% -6% 22.7 Jul 11 Jul 12 52.9 30 42% 46% 29.3 21% 35.9 15 14.3 15. Director.3 36.2 15. India #SOII12 .9 15 20.4 16.Year on Year growth 39% 15+ Age. The Top 10 Sites .2 19.9 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.8 40.2 16.6 21. Home and Work users 60 47% 59.3 35% 19% 24.9 16.

6 32.COM Sites 9.7 The Hindu Group 5.1 32.7 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 BHASKAR. Explosion of News/Info Consumption News/Info Jul’12 Reach % Unique Visitors (in millions) Yahoo!-ABC News Network 20.7 50.7 India Today Group 8.2 New York Times Digital 11.9 NDTV 7 The Economic Times 6. Home and Work users .6 The Indian Express Group 3.1 40.3 HT Media Ltd 11.2 • A 54% growth registered.COM NEWS 4. 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.6 35.7 INDIA.5 IBN Live 7.8 ONEINDIA.COM 3.4 The Times of India 18.

com Cricbuzz ICICI Bank • Sizable international audience visitation key sites including News. Home and Work users . 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. Portals. 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.

Home and Work users #SOII12 .5 33. Online Retail .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.The boom continues Retail Unique Visitors (in millions) Unique Visitors (in millions) 10 37.5 27.3 7.

8 Home Furnishing 98 1. Home and Work users #SOII12 . 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.1 Retail Movies 76 10 Comparison Shop 75 15 • Apparel is the fastest growing retail sub-category.4 Consumer Goods 119 2.9 Sports/Outdoor 100 2. Fastest growing Retail categories YoY Growth % Jul’12 Reach % Apparel 362 13. reaching 13% of online users • Consumer Goods.5 Retail Food 90 2.

3 REDBUS.6 MUSTSEEINDIA.6 Yatra Online 8. Home and Work users #SOII12 .COM 3 Cleartrip Expedia Inc 2.IN 2 Unduplicated reach : 16.9 8.2 MakeMyTrip 11.4% • 1 out of 5 online users visit Indian Railways site • High duplication among the OTAs.6 11. 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.3% INDIARAILINFO.6% TripAdvisor Media Group 3.Reach in Travel category surpasses WW average Jul’12 Reach % Indian Railways 19.3 Makemytrip Yatra Jet Airways 4.COM 3.2 CLEARTRIP.COM 2.9 3% Travora Media 2.

Q2  2012 Direct Debit $204 MMT 58% IRCTC All Others $17 Travel Yatra $166 2% cash/COD 7% Average Transaction Sizes (Apr .Jun ’12) Mastercard Flipkar i $ 27 t $35 Yeb h 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 . e-Commerce Transactions in India Indian Payment Type Transaction Share.

7 3.8 3. India #SOII12 .9 5.6 5% 2% 7.1 Unique Visitors (in millions) 35.3 -69% 36% 12.8 hrs on an average in July 2012 and 17.8 3.8 3.6 3. Facebook’s dominance 15+ Age.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. Director. Home and Work users 47% Jul 11 Jul 12 52.4 visits per person • Linkedin has also shown over 36% growth in the last 12 months Presented by : Kedar Gavane.

7 55.6 SONGS.1 omg!Yahoo! 8. more sites to come up with the opportunity Presented by : Kedar Gavane.COM 7.8 CBS Interactive 14.6 41. Entertainment .7 BEEMP3.8 40.PK 8.2 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 • Entertainment category has 89% reach.The blockbuster category Entertainment Jul’12 Reach % Unique Visitors (in millions) Youtube 53.9 MP3RAID. Director. India #SOII12 .8 43.COM 7.2 ToneMedia 7. still lower than WW average of 94.8 Yahoo! Movies 7.6 DAILYMOTION.1 IMDb 6.1% • 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.8 47.COM 6.

7 Gaadi 1.38% growth Career services 43.5 Career Services .18% growth Presented by : Kedar Gavane.8 Monsters 6.3 zigwheels 3.8 Naukri 13. Director.1 indiaproperty 1 Indian overseas 6.6 oncars 1.7 makaan 0.6 Timesjobs 6.35% growth Real Estate .6 commonfloor 1.2 magicbricks 1. Mixed growth in other categories Finance 56.6 Cardekho 2.7 Biz/Finance .7 Shine 4.1 Moneycontrol 7.5 99acres 1.8 ICICI 9.30% growth Automotive .8 Indeed 4.6 Carwale 2.6 Real Estate 8 SBI 9. India #SOII12 .8 HDFC 8.3 Automotive 17.

4 34. Home and Work users .4 Video Views (Millions) 15+ Age.5 Jun 2011 Jun 2012 Jun 2011 Oct 2011 Mar 2012 Jun 2012 • Online video viewers in India have grown over 37.8 42.9 32.5 Rajshri 7. Online Video continues to soar Video Viewers (in millions) Min per viewer Videos viewed (in billion) 455 459 433 373 3.4 • Video advertising has grown proportionally with growing inventory Shemaroo 7.3 44.9 • YouTube top channels are related to Bollywood YoBoHo 9 Eros 8.3% Top YouTube Channels • The engagement has reached 3.4 billion videos every month Tseries 13.4 1.4 • 52% of the total videos belong to the entertainment category Vevo 12.

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 . Mobile Engagement . online trading are popular categories on tablets • ioS forms 80% of the tablet market share by page requests Device Essentials . data based on total pageviews as the universe #SOII12 .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.Jun 2012. Travel information.

• Entertainment will be the key content growth area across mobile and PCs • Categories like Travel. News and Retail categories. 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 .A Summary • Smartphones and tablets to drive engagement and usage further through WiFi access • Explosive growth expected in Games. Future Trends in India . Health.

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