Digital

Landscape
The Selfie Monkey:
The photograph received worldwide attention when
published because the subject (a grinning macaque
monkey) took the photograph (amongst several
hundred) having snatched the photographer’s camera.
Source: Wikimedia
Digital Media Landscape
 one of the most
challenging and competitive
advertising markets
in the world
with a billion+ people, more a
continent
than a country
 50%
of Indians are aged

25 or below
 key source for
both entertainment
& information!
432,000,000+
internet users in India

Source: IMRB Icube 2013

 that’s about

31%
of the population
Urban users who use internet daily

51%
the average Indian smartphone user spends

106 mins
online each day
number of Facebook users in India

193 million+
that’s more than the population of
Russia and Ukraine
the number of Facebook users in India has grown by

29%
in the past 6 months
 79%
of India’s Facebook users
are under 35 years of age

Source: TRAI December 2016; IMRB ICube 2016

Internet User Estimates
 number of LinkedIn users in India

40Million+
 number of Twitter users in India

35Million+
internet users in India access via mobile devices

300,000,000+
Google’s share of India’s search market in 2015

97%
Source: Statcounter.com,2015
mobile subscribers in India

1.12 bn
Digital Media is now more

mainstream
than ever
Data Explosion
India is on a trajectory for exponential mobile data growith

Source: GSMA
23
Jio drove category growth for 4G

Source: Google
24
Explosion of 4G Data users

Source: TRAI Performance Indicator report,Telecom operators’ quarterly

reports, Industry estimates, ICUBE Internet report - 2016
Mobile Internet is the primary source of Data today

26
Jio did Change Data Consumption

Source: Telecom operators’ quarterly reports, Industry estimates

27
Free Wi-fi at Railway Stations powered by Google

28
The Audience that
Matters
Typical Internet User is a Young, Urban Male Owning a Smartphone

Source: TRAI December 2016; IMRB ICube 2016 Internet User Estimates
Indian Women on the Internet

Source: Kantar IMRB & MMA Smartphone Usage and Behaviour Report [Overview] – India 2016-17;
IMRB ICube 2016 Internet User Estimates
What do Different Demographics do on the Internet

Source: Internal Youtube Data; *Multiplier indicates index of watchtime per user of respective
demographic vs national average watchtime per user for said category
Digital is becoming the New Age Mall

Source: Google Year in Search

Growth in Ecommerce

Source: Kantar IMRB & MMA Smartphone Usage and Behaviour Report [Overview] – India 2016-17; App Annie Category Downloads Q4 2016; eMarketer - India Retail
Ecommerce 2016: The Relentless Rise in Mobile Sales;
Nielsen - MOBILE SHOPPERS TURN APP-HAPPY
Demonetization & Spike in Searches

Source: Google Year in Search

Rise of Digital Payment Systems – High Skew towards 36-40 year
olds, males, 4G Users & amongst those with 25k+ handsets

Source: Nielsen Smartphone Report (Dec 2016)

Growth of Online
Video
What do Smartphone Users do?

Source: YouTube, Hotstar internal data for 6 months

Growth of Users and Usage

80%  150% 

2.3X 1.3X

Source: YouTube, Hotstar internal data for 6 months

What kind of videos are users consuming?

Source: YouTube, internal data , Year in Search

Using Video to stay updated

Source: YouTube, internal data , Year in Search

Changing Marketing
Trends
43
44
The 4C’s of Digital

“Selfie” is now a word in The 00:06 Vine is the

Webster new 00:30 commercial

Real time marketing and 93% of shopper’s buying

“News Jacking” becoming decisions are influenced
the new media arsenal by social interactions

45
Trends Complementing
The Digital Cs
• Content Marketing Will be Bigger Than Ever
• Social, Local Mobile (SOLOMO)
• Customer Intelligence Via Social Media

• The way people use social media is changing

• Conversations are gaining credibility, opinions and perceptions are shared instantaneously

• Leverage insight and feedback and port back across all aspects of your business from brand, PR,
customer service to marketing

• In 2015, unearthing emerging topics, phrases or issues relevant to your business will be key customer
intelligence pillars
• Explosion of Micro-videos
• Connected Screens
• Real-time marketing
• Thank You.

Thank You.