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DIGITAL,
MOBILE,

                

AND
SOCIAL
MEDIA  

    IN
INDIA

 BBH
DATA
SNAPSHOT

     APRIL
2011

Source:
India
Census,
2011

50%

of
Indians
are
aged
25
or
below

                      Source:
India
Census,
2011

Indians
living
in
rural
areas:
                              


742,500,000

                                  Source:
India
Census,
2011

72%

       Source:
India
Census,
2011

Source:
Wikipedia

mobile
subscribers
in
India:


791,000,000


                         Source:
Telecom
Regulatory
Authority
of
India,
April
2011

(                       )
     that’s
roughly



    67%

    of
the
populaSon





                        Source:
Based
on
India
Census,
2011

Source:
Telecom
Regulatory
Authority
of
India

Source:
Wikipedia

the
penetraSon
of
 

                      mobile
phones
in

                     India
is
more
than




                    50%
higher
than
the
                      
penetraSon
of
TV 



Source:
mobile
data
from
Telecom
Regulatory
Authority
of
India;
TV
data
extrapolated
from
growth
trends
in
TAM
data
as
quoted
by
DeloiJe

Indian
mobile 
                                                                   Indian
TV

 subscribers:
            
                                                                      viewers:
                                                                                          



791
 vs. 520

million                                                                  million
   Source:
mobile
data
from
Telecom
Regulatory
Authority
of
India;
TV
data
extrapolated
from
growth
trends
in
TAM
data
as
quoted
by
DeloiJe

number
of
SMSes
sent
via  

India’s
Airtel
network
in
2010:
                              



90
billion

                                  Source:
Airtel
Mobitude
2010

that’s
more
than



2,850

every
second

                     Source:
Airtel
Mobitude
2010

the
number
of
mobile
ads
served

  in
India
each
month
exceeds


  10
billion

                Source:
Based
on
figures
quoted
in
press
releases
from
InMobi,
BuzzCity,
and
AdMob

that’s
about
               




3,800

mobile
ad
impressions
                    

every
second

           Source:
Based
on
figures
quoted
in
press
releases
from
InMobi,
BuzzCity,
and
AdMob

$   Source:
DeloiJe

which
equates
to
roughly




$4.56

   spent
on
value‐added
 
services
by
every
Indian
     
mobile
subscriber



                             Source:
DeloiJe

Source:
Google,
as
quoted
in
the
Hindustan
Times
                                               

( )
  that’s
about
             



 8%

of
the
populaSon





                    Source:

Based
on
India
Census
2011

Source:
internetworldstats.com

the
average
Indian
web
user
spends
                                 


26
minutes

         online
each
day





                            Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

60%

of
Indian
web
users
access
via

 internet
cafés

                        Source:
BuddeComm,
as
quoted
by
internetworldstats.com

?

 31%

unaware
     Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

Source:
Wikipedia

Source:
Internet
And
Mobile
AssociaPon
of
India,
December
2010

( )
that’s
less
than



2%

 of
the
rural

             

 populaSon  




                    Source:

Based
on
India
Census
2011

18%

of
India’s
rural
internet

users
travel
more
than



 10km

to
access
the
internet


                     Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

top
reason
rural
Indians
are
adopSng
the
internet:
                                                 


entertainment
            


                                   Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

$   Source:
Penn
Olson

Source:
Penn
Olson

number
of
social
media
users
in
India:
                                     


 33,158,000


                                         Source:

ComScore,
July
2010

Indian
web
users
spend


3
hours

per
month
on
social
sites
                        





                    Source:
Internet
And
Mobile
AssociaPon
of
India,
April
2011

96%

 of
Indian
IT
firms
forbid

social
media
use
at
work




                             Source:
Livemint
via
Penn
Olson

number
of
facebook
users
in
India:
                                 


23,893,800


                                     Source:
Facebook,
April
2011

Source:
Wikipedia

( )
…but
sSll
only



2%

of
the
Indian


 populaSon  




                  Source:
Based
on
India
Census,
2011

60%

       Source:
SocialBakers
                          

79%

of
India’s
Facebook
users

are
under
30
years
of
age




                             Source:
Facebook
                                            

50‐59:
   60+:

                           2%
      1%

          40‐49:

           5%

35‐39:

 5%
                                  13‐17:

                                       11%


             30‐34:

              9%




                25‐29:

                 20%
                       18‐24:

                                             48%




                                                      Source:
Facebook,
April
2011

71%

of
Indian
Facebook

  users
are
male




                      Source:
Facebook,
April
2011

most
popular
acSvity


on
Facebook
in
India:
                    


games
    


                         Source:
Penn
Olson

Top
brand
pages
on
Facebook
in
India


#
 Brand
Page
                Likes
        Growth

01
 Tata
Docomo
             1,680,211
      12.81%

02
 Vodafone
Zoozoos
        1,596,684
      21.96%

03
 Axe
Angels
club
         1,426,469
      12.91%

04
 Fastrack
                1,245,787
         6.71%

05
 Mumbai
Indians
          1,199,454
      24.06%

06
 Kingfisher
               1,140,354
      20.17%

07
 Pepsi
India
             1,025,583
      11.80%

08
 Pizza
Hut
CelebraSons
    927,343
          8.25%

09
 BlackBerry®
India
        742,435
          5.79%

10
 flipkart.com
              732,990
          3.47%




                                          Source:
Facebook
via
SocialBakers,
April
2011
35%

of
Orkut’s
global
traffic

   comes
from
India




                           Source:
Alexa

number
of
Orkut
users
in
India:
                              


18,700,000


                                  Source:
ComScore,
September
2010

number
of
Linkedin
users
in
India:
                                 


 9,000,000


                                     Source:
Linkedin
via
Omillion

number
of
twiler
users
in
India:
                               


2,740,000


                                   Source:
labnol.org,
Nov
2010

70%

of
Indian
internet
users

  watch
online
video




                            Source:
ComScore

Indian
visitors
spent
a
total
of
                                



807,200,000

 minutes
on
ESPNCricInfo.com 

 during
the
2011
ICC
World
Cup





                                    Source:
ESPNCricInfo.com

…which
adds
up
to
more
than


1,500
years


                               Source:
ESPNCricInfo.com

internet
users
in
India

access
via
mobile
devices





                             Source:
Penn
Olson

59%

of
Indian
mobile
internet

users
only
access
the
web

 via
their
mobile
phone



                             Source:
MobiThinking

Indian
mobile
internet
users
                            

who
do
not
have
a
bank
account:





                                   Source:
MobiThinking

Nokia’s
share
of
the

Indian
mobile
market: 



 59%

                           Source:

InMobi
                                         

Google’s
share
of
India’s

search
market
in
2010: 



  97%

                            Source:
StatCounter.com

most
searched
brand
 

 on
Google
in
India:
                   


   nokia


                         Source:
Google
Zeitgeist
2010

top
‘how
to’
query
on
Google
in
India:
                                     


how
to
kiss
          


                                     Source:
Google
Zeitgeist,
2008
‐
2010

Digital, Mobile, and Social Media in India (April 2011)
Simon
Kemp
(@eskimon)

Engagement
Planner,
BBH
Asia‐Pacific

   simon.kemp@bbh‐asiapac.com.sg

                     +65
6500
3071


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