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Digital Strategy ConsultingDigital Intelligence - Academy member's edition

Special report: India

From your digital marketing excellence partner

As India becomes more digitally connected, this special edition of Digital Intelligence shows the way Indian consumers are going online, and on mobile. It covers the key trends you need to know to healthcheck your digital strategy and question whether digital has the right weight in your marketing mix.

Full stories and videos on click-through, and our strategists can guide you on what this means for your brand and your business plan.

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Danny Meadows-Klue
Digital Training Academy

Digital India - 121m online users and growing fast

India is the third biggest country in terms of internet users in the world, with a highly social and mobile audience. This snapshot takes a closer look at India’s digital consumer, and the key trends driving the country towards a digital future. It's estimated as many as 121 million Indians are logged onto the internet. It is a sizeable number, but still a relatively small proportion of the country's 1.2 billion population.

  • Market data2% - Number of rural Indians using the internet
  • 25% - Growth in Indian internet users over the past 12 months
  • 59% - Number of Indians who only access the internet via mobile
What Indians do online:
  • 3 hours - Average time an Indian user spends on social media
  • 13m - Number of Indians registered on matrimonial or dating sites
  • 70% of Indian internet users who watch online videos
Full story...

Website design in India? Tips from our digital strategists

If you're working on a global brand, remember that the beautiful site their New York agency has created might be designed for high-bandwidth markets. Always look at the load times to ensure your consumers see your message quickly. Ditch the flash and the heavy images: it's better to be there, than be pretty but never get loaded!
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India: Reach of key online categories: India Vs. Worldwide

Search, social networking and email are the top three key categories fro online communities in India, with social networking and email being significantly more popular categories in India than the rest of the world.

Digital Strategy - India: Reach of key online categories: India Vs. Worldwide

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Google expects India's web audience to triple by 2014

Google expects India's Internet users to triple by 2014 as telecom carriers invest in high-speed wireless infrastructure and smartphones become cheaper, according to a news report. Speaking to the Wall Street Journal, Google's country head in India, Rajan Anandan, said that the company forecasts India will reach at least 300 million Internet users by 2014, up from about 100 million now.
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Winning in India - Think digital

This video from Nielsen highlights the fast changing Indian consumer and their changing needs from the marketplace.

Digital Intelligence - Winning in India - Think digital

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India's digital consumer

This video from Nielsen demonstrates how digital is going to change the way Indian consumers are connecting and engaging with each other, and what it means for marketers.

Digital Intelligence - India's digital consumer

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Winning in rural India - Think mobile

This video from Nielsen illustrates the changing habits of rural India India's 800 million consumers. There are 250 million mobile connections in rural India (more than in urban parts of the country) representing a huge opportunity to reach consumers on the move.

Digital Intelligence - Winning in rural India - Think mobile

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India: Unique visitors to social networking sites

India, along with Brazil, had been two of Orkut's final strongholds - until August 2010, when Facebook overtook Orkut to be the leading social network in India. In March 2011, the number of Facebook users grew to 31,593 million (48% more than Orkut).

Digital Strategy - India: Unique visitors to social networking sites

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Google and Facebook forced to censor content in India

Google and Facebook have removed content from some Indian domain websites this week, following a court directive warning them of a crackdown "like China" if they did not take steps to protect religious sensibilities. The two internet giants are among 21 companies asked to develop a feature to block objectionable material after a private petitioner took them to court over images deemed offensive to Hindus, Muslims and Christians.
Full story...

Tell us what you want

Our researchers and journalists build snapshots of markets, companies and digital trends based on what you’re interested in. Vote and tell us what brands, sectors and countries you would like us to focus on next.
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Social marketing in India? Tips from our digital strategists

As more and more people connect to the Internet in India, time spent social networking is exploding (on sites like Facebook and Orkut). It's one of the primary motivations for going online. As they do, marketers have the opportunity to reach and engage an interconnected audience and build brand reputation through the spread of positive word of mouth. But in order to be successful in social marketing you need to listen first, then plan before entering into the conversation. Once you are engaged in a dialogue, manage the responses carefully so you can maximise the benefits of brand advocates and minimise the risk of negative PR.
Full story...

Social Media in India

This video from Nielsen offers key data on social media's growth in India, and its impact on marketing strategies.

Digital Intelligence - Social Media in India

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Consumers 'trust social brands more'- China and India

The vast majority of consumers in China and India trust brands that are responsible or sociable, according to new research. The study, from Havas Media, also indicates that only 20% of brands have a notable positive impact on consumer's sense of wellbeing and quality of life. Of those polled, 95% and 85% said they trust companies with a responsible or social profile more than those without in China and India respectively.
Full story...

India and China "most active social media users" - are marketers missing a trick?

India and China have the most active social media users, while web users in the US, Europe and Japan are less likely to post information on social networks, according to a new report. The global survey by Forrester Research, found that three out of four Chinese and Indian web users write blog posts or upload pictures and music. The online survey collected from 95,000 Internet users in 18 countries.
Full story...

Infographic: Social media in India

Social media is booming in India, with Facebook and Yahoo leading the way, according to new data. The study, from Burson-Marsteller, indicates that Facebook and Yahoo are the top two sites in India with nearly 52% reach. The findings indicate that social media is the online destination of choice in India, ahead of news and sports sites.
Full story...

Indians 'now spend more time on social media than email'

Social Media has now become part of everyday life for a majority of online Indians., with two-thirds of the country's web users accessing social media daily, according to new research. According to a study on social media usage by The Nielsen Company conducted in collaboration with AbsolutData, nearly 30 million Indians who are online are members of social networking sites and about two-thirds of them spend time on these social networking sites daily.
Full story...

India "to overtake US as Facebook's largest market"

India is forecast to overtake the US as the World's largest Facebook market by number of users as early as 2015, according to a new report from Gartner. The report attributed the growth to a rapidly increasing internet penetration in India, combined with high rates of growth in mobile connections.
Full story...

Maruti Suzuki Ritz becomes top Indian brand with 1m Facebook fans

Maruti Suzuki Ritz has become the most popular brand in India by clocking a record fan base of over 1 million (1,018,000+ members) on popular social networking site Facebook. Maruti Suzuki Ritz made its debut on Social media in August 2010.
Full story...

Mobile marketing in India? Tips from our digital strategists

While ownership of Internet-connected PCs might still be relatively low across the country - and reserved mainly for the more affluent city-dweller - mobile phone ownership is more wide spread and growing rapidly. The mobile device offers a great way for marketers to bridge the gap between the physical and digital world and you don't have to rely on the latest, most sophisticated smartphones to engage your audience. Why not think about the options that can be offered by shortcodes text back response, SMS, Interactive Voice Response and automated outbound dialling?
Full story...

India: Smartphone usage for women

Women spend 3 hours more on calls every month when compared to men and 4 times longer on instant messaging applications.

Digital Strategy - India: Smartphone usage for women

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India: Smartphone usage for men

Men spend 50% more time browsing the web on their smartphone than women.

Digital Strategy - India: Smartphone usage for men

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India - Mobile web to overtake fixed line this year

The use of the mobile Web is set to overtake fixed-line Internet in India by the end of the year, as the country's mobile revolution continues at full speed, according to new data. Statistics from statcounter indicate that India's mobile Web usage is just under 50% as of the second quarter of 2012. Meanwhile, wired access is steeply falling.
Full story...

India: Online App usage for men and women

Women use online instant messaging applications three times as much as men, and are more active social networkers. However, men install more apps than women with 16 apps added per month compared to just 11 by women.

Digital Strategy - India: Online App usage for men and women

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Smartphones in India: Web browsing is for men, texts are for women

In India, women spend the same amount of time on their smartphones as compared to men. However, there are sharp contrasts in how they use their phones, according to new research. The study, from Nielsen Informate Mobile Insights notes that men spend 50 percent more time browsing the web on their smartphones than women. Conversely, Women spend 3 hours more on calls every month as compared to men, and 4 times the amount of time men spend on Instant Messaging (Chat) applications.
Full story...

Low-Cost Android smartphones "to take 80% of market in Africa, India, and China"

Low-cost Android handsets will reach a penetration rate of 80% of total smartphones in Africa, India, and China by 2015, according to new research from In-Stat. The low-cost Android smartphone segment is comprised primarily of smartphones released with Android 2.2 or 2.3, since these versions are a good blend of features with modest memory and processor usage.
Full story...

Top Chinese mobile marketing firm Madhouse launches in India

Madhouse, China's leading Mobile Marketing Company has launched in India, in partnership with global ad giant WPP. Madhouse offers brands mobile solutions across the spectrum of paid, owned and earned media on smart phones and tablets.
Full story...

$40 Akash tablet gets commercial launch in India

Akash, the low cost Indian tablet is set for a commercial launch, following its Government-subsidised launch in October. Though the base version was made for students, a commercial variant will also be made available by end of November. The Aakash will have a shelf name UbiSlate 7.
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India: Top online retail categories

Computer software is the most visited retail category in India, and the only one which greatly outpaces global averages.

Digital Strategy - India: Top online retail categories

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India: Ecommerce category growth

60% of all Indian internet users visited an online ecommerce site in November 2011, with the number of online shoppers increasing 18% in the past year. Coupon or deal sites have gained maximum traction with a jump of 629% compared to last year.

Digital Strategy - India: Ecommerce category growth

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India: Top ten online retail sites

This research highlights Amazon's popularity with the Indian online community. Amazon sites have nearly twice as many unique visitors as

Digital Strategy - India: Top ten online retail sites

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Amazon debuts "Junglee" ecommerce site in India

Amazon has launched an ecommerce site in India, marking the entry of one of the world's largest online retailers into the $550 billion retail market. The website, called, will offer more than 12 million products and more than 14,000 Indian and global brands, Amazon said in a statement. India has more than 100 million internet users and online shopping has been growing rapidly.
Full story...

India online ad spend to rise 54% this year

The Indian online advertising market, including classifieds, will grow by a huge 54% in the next 12 months, according to new data. The research, from the Internet and Mobile Association of India (IAMAI) and IMRB, found that as of March 2012, the industry was worth Rs 2,851 crores in annual revenue. The trade body went on to forecast that this will further grow to Rs 4,391 crores by March 2013. The IAMAI represents the online and VAS players in India.
Full story...

Google runs first TV ads in India

Google is turning to TV advertising as it seeks to drive up awareness and usage of its products in India. The search giant is adapting an idea already used in several other countries, and utilising the tagline "The Web is What You Make of It", specifically for Indian consumers. India constitutes a particularly attractive market for the company, given the size of its population, alongside rising internet penetration and digital literacy levels.
Full story...

Online video use in Asia - new report shows overtaking Western markets

Asia (excluding Japan) and BRIC nations (Brazil, Russia, India and China) have overtaken Europe and western markets on television viewing and video consumption via Internet or mobiles, according to a new report looking at online video use in Asia. The findings, from Nielsen's global media consumption index also shows that globally, 14% of advertising expenditure goes towards digital.
Full story...

Film soundtrack "Kolaveri Di" goes viral: Tops 8m views

The song 'Kolaveri Di' from Indian actor Dhanush's upcoming movie 3 has become one of the internet viral sensations of the year. The Tanglish song (a mix of Tamil and English) with nonsensical lyrics came out just two weeks ago, and has already notched up over 8 million views on YouTube since its launch. By comparison, last year's hugely successful 'Old Spice' YouTube ads got over 35 million views over an extended campaign.
Full story...

Email marketing: Indian marketers seek anti-spam regulation to boost reach

The majority of marketers in India are in favour of a code of conduct to tackle to growing issue of email spam, according to new research., an email service provider and creator of India's first on-demand multi-channel marketing campaigns platform, has commissioned their second annual research report to help guide India marketers as they look to boost their return on investment in 2012 by linking their email marketing efforts to social media.
Full story...


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Published for Academy Members by Digital Strategy Consulting in association with our strategic partners and Digital Training Academy - monthly since 2000.

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