Table of Contents EXECUTIVE SUMMARY 2 OVERVIEW OF SOCIAL MEDIA IN INDIA 3 SOCIAL MEDIA USAGE ACROSS DEMOGRAPHICS 4

Transcription

1 0

2 Table of Contents EXECUTIVE SUMMARY 2 OVERVIEW OF SOCIAL MEDIA IN INDIA 3 SOCIAL MEDIA USAGE ACROSS DEMOGRAPHICS 4 SOCIAL MEDIA USAGE ACROSS TOWN CLASS 4 PLACES OF ACCESS 5 SOCIAL MEDIA ACCESS ON MOBILE DEVICES 6 ACTIVITIES DONE ON SOCIAL MEDIA 7 POPULAR SOCIAL MEDIA WEBSITES 8 APPENDIX 9 ABOUT IMRB INTERNATIONAL AND IAMAI 10 1

3 Executive Summary 1 India, a land of over a billion, is home to a very small section that is connected to the Internet. We are witnessing a significant growth in this number every year. In spite of the many challenges associated with getting people online, India has embarked on this mammoth journey. Slow and steady steps are being taken in the right direction by the government and various organizations in this endeavor to get people on board the Internet express. Key Takeaways from the Social Media Report Accessing Social Media is one of the key reasons why people access the Internet. In fact for many people accessing the Internet for the first time, Social Media was the reason why they embraced Internet. As of April 2015, 66% of the 180 Mn Internet Users in Urban India access Social Media. In Rural India, 33% of 25 Mn Internet users access Social Media. Social Media users in Rural India have grown by 100% and in Urban India they have grown by 35% since December College Going Students and Young Men still form the 60% of the Social Media users in Urban India. Similarly, almost half of the Urban Social Media users hail from the Top 4 Metros. 70% of the Urban Social Media users access the Internet from their home. Trend is moving towards accessing Social Media on the go through phones (Smartphones as well as feature phones) and tablets. 16% of the Social Media users in Urban India access the most when they are on the go. Social Media companies as well as other companies operating in the Internet space are encouraging users to access through their portable devices. Facebook is the leading Social Media website with 96% of the Urban Internet Users accessing it. 1 As of April 2015, there are 337 Mn Claimed Internet users in India. Out of this, there are 257 Mn Internet users accessing at least once a month. This survey has been conducted among these Monthly Active Internet users. 2

4 Overview of Social Media in India 35 urban cities and rural areas in 7 states were covered as part of this study. As of April 2015, there are about 257 Mn Internet Users (those who have accessed the Internet in the last one month) in India. Of this Urban India has 180 Mn users and Rural has 77 Mn users. What is encouraging about this is the fact that since June 2014, Rural India has seen the number of Internet users grow by 33% compared to the previous year. This number stands at 28% for Urban India. Social Media usage features quite heavily on the list of activities that these Internet users engage in. Across India there are 143 Mn Social Media users. Urban India has witnessed a 35% growth in Social Media users and the total user base stands at 118 Mn as of April Social Media users in Rural India have grown by 100% in the last one year and reached a base of 25 Mn Social Media users. According to the I-Cube June 2014 survey conducted in 35 cities across Urban India, 84% people claim to access Social Media on the Internet. Across 7 states in Rural India this number stands at 85% of the Internet users. In fact, for a large number of people, Social Media is one of the primary reasons for accessing the Internet. 3

5 Social Media Usage across Demographics As expected, the largest segment accessing Social Media consists of the College Going Students. This segment is followed by the Young Men. College Going Students and Young Men usually form the set of early technology adopters. Being the more tech savvy lot they tend to easily pick up new technology products that get launched. Word of Mouth publicity (one of the best tools in the consumer technology sector) works very effectively with these two segments. Social Media Usage across Town Class There hasn t been much change in the distribution of Social Media users across the various Town Classes. Top 4 Metros continues to account for almost half of the Social Media users in Urban India. Next 4 Metros and Small Metros have an almost equal contribution. Usage from Non Metros and Small Towns is somewhere around 5% of the overall Social Media users in 35 cities in Urban India. Low awareness of Internet and its uses is one of the key reasons why we are not witnessing much growth amongst the smaller Town Class. 4

6 Places of Access Three quarters of the Social Media users mention that they access Internet from their home. Home is also the main point of access for majority of the users. Social Media access on the go on mobile devices (like phone and tablets) is also on the rise with 18% usage. With a drop in price of Internet packs and devices (Smartphones, Tablets) becoming more and more affordable we can expect the usage to further increase on the mobile medium. IMRB I-Cube primary survey conducted in June 2014 indicates that Social Media access through previously conventional points have gone down. Availability and access to high speed internet connection in offices was one of the prime reasons why it was a much used avenue for accessing Social Media pages which are usually heavy on images and videos. Access through mobile devices has brought about a behavioral change in the users. Similarly, unavailability of an internet connection or a device at home was the major reasons why people used to visit Cyber café. Current scenario of the Internet and device market has badly affected this service industry as can be seen from the survey results. Only about 1 in 10 social media users claim to still visit Cyber café for accessing the Internet. 5

7 Social Media Access on Mobile Devices According to the IMRB I-Cube 2014 survey there are 37.7 Mn Mobile Internet Users spread across 35 cities in Urban India. From the survey it has emerged that 61% of these users access Social Media on their mobile. The fact that almost two thirds of the users are already accessing social media through their mobile is a promising sign. With the expected increase in mobile traffic the number of users accessing social media on mobile is only bound to increase. As has been observed over the last few years majority of the new Internet users have been accessing the Internet primarily through their mobile phone. Use of mobile phones for internet access has suddenly made the Internet accessible to the masses across lower Town Class as well as the lower SEC. Investment required for accessing Internet has decreased drastically. Going by this trend it is only natural to assume that a large majority of the Internet access will be through mobile devices in the years to come. Compared to the traditional media, engagement levels on a mobile device is much higher. An average user interacts with the device a large number of times throughout the day. This coupled with the increase in social media usage has compelled social media marketers to invest heavily on the mobile medium. A single social media account gives the user the option to sign up on a large number of websites. This has made the process of signing up, sharing, exploring and discovering a lot easier for the user. This has also benefitted the marketers by providing them with a rich user profile allowing them to divide the market into finer segments. Not only has this facilitated better targeting but has also allowed the marketer to communicate with specially curated communication content. 6

8 Activities done on Social Media Over half of the Social Media users are really active in the online world. Top activities include maintaining a profile and updating status. Nowadays, social profiles have reached a point where they can make or break a career. 39% users mention using Social Media to improve their business/ career. Ability to login to various websites using sign in details of other popular social networking websites like Facebook, Twitter and LinkedIn has made the registration process really easy and hassle free for the user. More and more people are actively participating in various online discussions, public forums are blooming and social media is catching up with mass media. Social Media has given voice to the common man. It has become easier for an individual to get in touch with large companies through these avenues. Activities where the user is a passive participant and not an active contributor are also quite popular. 46% of the users mention using Social Media to learn about the latest news and trends across the world. Online launch of new products and services has gained traction. Relatively low investment compared to the traditional media helps the business attain a higher ROI (Return on Investment). 43% of the social media users claim that they use Social Media to learn about new products and services available in the market. 7

9 Popular Social Media Websites India is the second largest market for Facebook after the United States of America and it is the most used social media website in India. Facebook is largely perceived as a medium that can be used for expressing oneself. Sharing of content (e.g. articles, news, videos, games etc.) happens largely on Facebook. Considering the high engagement of Facebook, most consumer end businesses invest a lot in Facebook marketing. Opening a Google account automatically creates a Google+ profile of the individual. This single login also gives access to all the Google services. This functionality makes it really useful for a large number of users. Google+ also provides the people with one of the popular forms of online entertainment YouTube. Google+ is not the preferred medium when one wants to express oneself. Twitter is still growing in India with its awareness being relatively low compared to the other two. This service is largely used for expressing oneself. It ranks low on Networking and Sharing. But the biggest advantage that Twitter enjoys is that majority of Twitter users access it through mobile devices and it takes less time for news to go viral on this medium. LinkedIn is growing rapidly in India. It ranks really high on business networking. Both companies as well end consumers use LinkedIn extensively to search for new opportunities (jobs, candidates, sales leads etc.). This feature has allowed it to create a niche for itself and it does not look like it will be displaced from its position anytime in the near future. 8

10 Appendix Cities by Strata Top 4 Metros Other 4 Metros Small Metro (More than 1 Million Pop.) Non Metro (Between 0.5 to 1 Million Pop.) Small Town (Less than 0.5 Million Pop.) Delhi, Mumbai, Chennai & Kolkata Bangalore, Hyderabad, Ahmadabad & Pune Coimbatore, Jaipur, Lucknow, Ludhiana, Visakhapatnam, Patna, Guwahati, Kochi, Vadodara, Indore, Surat, Nagpur Aurangabad, Belgaum, Aligarh, Bhubaneswar, Raipur Alappuzha (Alleppey), Ujjain, Behrampur, Faizabad, Panipat, Ranaghat, Baleshwar, Philibit, Amreli, Chickmagalur Definition of Demographic Segments DEMOGRAPHIC SEGMENTS School Going Kids College Going students Young Men Non-Working Women Working Women DEFINITION Kids studying in school and above 8 years of age; they are in the age group of 8-17, although, a small portion could be over 18 years Youths studying in college (graduate, post-graduate and doctoral); most students are in the age group of 18-25, although a small proportion will be below 18 and over 25 years Men in the age group of years who are not school or college-going students; this segment includes all those who are employed as well as unemployed Women in the age group of years of age and are not working; this segment includes housewives as well as non-working young women who are not school or college going students Women in the age croup of years and employed outside home Older Men Men in the age group of years employed or otherwise 9

11 About IMRB International and IAMAI About IMRB International ETech Group IMRB (a specialist unit of IMRB International) is a research based consultancy offering insights into IT, Internet, Telecom & Emerging Technology space. Our continuous link with industry and a constant eye on the pulse of the consumer ensures that we can decode the movements of technology markets & consumers. To our clients we offer an understanding of the present market environment and a roadmap for the future. Contact Details ETech Group IMRB IMRB International A Wing, Mhatre Pen Building Senapati Bapat Marg, Mumbai Tel: (91) Research Team for this Report Tarun Abhichandani, Group Business Director tarun.abhichandani@imrbint.com Abheek Biswas, Insights Director abheek.biswas@imrbint.com Keshav Sunder, Research Manager About Internet and Mobile Association of India (IAMAI) The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with ambitions of representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers, but in the last eleven years has come to effectively address the challenges facing the digital and online industry including mobile content and services, online publishing, mobile advertising, online advertising, ecommerce and mobile & digital payments among others. Eleven years after its establishment, the association is still the only professional industry body representing the online and mobile VAS industry in India. The association is registered under the Societies Act and is a recognized charity in Maharashtra. With a membership of 125 Indian and MNC companies, and offices in Delhi and Mumbai, are well placed to work towards charting a growth path for the digital industry in India. Contact Details Nilotpal Chakravarti Associate Vice President IAMAI Delhi number Tel:

12 COPYRIGHT All material contained in these Inter-Research Journals, including without limitation text, logos, icons, photographs and all other artwork, is the absolute and exclusive property of the Internet and Mobile Association of India ( IAMAI ) and all rights, including any and all intellectual property rights and without limitation all copyright, vests absolutely and exclusively in IAMAI, unless otherwise specifically stated. No use shall be made of this material without the prior express permission in writing from IAMAI as the copyright holder thereof. Any and all use of this material is expressly prohibited and shall be an offence under the Copyright Act, 1957, unless specifically authorized previously in writing by IAMAI. Without prejudice to the forgoing any material provided by any third party to IAMAI, including any non-proprietary material of IAMAI, obtained through links to other sites, which is a part of the Inter- Research Journals, or is displayed on IAMAI s web pages, is the property of the original author (as may be disclosed in such material), or such third party, as the case may be, and a prior written permission for the use such material in any manner, must be obtained from the author or such third party, as the case may be. DISCLAIMER Internet and Mobile Association of India ( IAMAI ) has, to the best of its commercial ability, taken care to compile the information and material contained in this research work. Provided however, IAMAI does not warrant that the information and material contained in the research work, or any part thereof, is designed to, or will meet any person s requirements, or that it will be error free or free from any inadequacies, incorrectness, incompleteness, inaccuracies, or bug free. IAMAI hereby disclaims any warranty, express or implied, including, without limitation, any warranty of noninfringement, merchantability or fitness for a particular purpose, in respect of any information and / or material contained in the research work. IAMAI will not be held responsible for any loss, damage or inconvenience caused to any person as a result of any inadequacies, incorrectness, incompleteness, inaccuracies, or errors contained in these research reports. IAMAI holds and processes personal data, if any, in accordance with applicable law in force. All times, all know-how and any Intellectual Property Rights of whatsoever nature in and to any techniques, principles and formats and in all proprietary materials, software, programs, macros, algorithms, modules, methodologies and anything else used by or created by IMRB International in the course of providing the service/ deliverables to IAMAI which are of a generic nature or otherwise not produced exclusively for the Client shall at all times remain the exclusive property of IMRB International. 11