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As India becomes more digitally connected, this special edition of Digital Intelligence shows the way Indian consumers are going online, and how they're using mobile. It covers the key trends you need to know to healthcheck your digital strategy and question whether the digital channels have the right weight in your marketing mix.
Your Digital Acceleration training covered the guiding principles for digital marketing in Unilever, and how to get the best results from agencies and budgets.
This update from our team working in India, covers the rise of the Indian digital consumer - reminding every marketer of the importance of getting both the strategy and the execution right.
Full stories and videos on click-through, and to contact our strategists about what this means for your brand or business plan, simply reply to this newsletter.
Best from all the training team
Danny Meadows-Klue
President
Digital Training Academy
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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. -
 2% - 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
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.
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Google sites draw the highest volume of the Indian online population with almost 58 million hits for June 2012, however, Facebook leads the group in engagement levels. Facebook users spent an average of 224.9 minutes of their online time on the site, exceeding the time spent on Google sites by over an hour.
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Social networking is the leading category in India with over a 25% share of total time spent online. Social networking exceeds the entertainment category by 15%. Social networking also has three times the engagement levels of email, which is the forth most popular destination in the country.
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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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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.
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During 2012, there were 2.4 billion web users and 1.3bn smartphones, recording 2.7bn Facebook likes and 175m tweets per day, according to new data.
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Nestlé has launched a new video campaign in India featuring dancing babies - seeding the ad on YouTube ahead of its first TV broadcast and getting 1.5m views in the process.
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This video from Nielsen highlights the fast changing Indian consumer and their changing needs from the marketplace.
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India's social media regulation has come under scrutiny this week, after two girls were arrested for posting a Facebook comment criticising a shutdown of the city after the death of a local political leader.
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Facebook is offering mobile users the Indian rupee equivalent of nearly US$1 in free talk time to sign up to the social networking service, in a bid to increase its subscribers in the country.
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Facebook has launched its App Center in 8 countries, as the social network looks to boost its much scrutinised mobile business.
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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.
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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.
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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.
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As more people connect to the Internet in India, time spent social networking is exploding on sites like Facebook and Orkut.
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Google Sites, Facebook and Yahoo! Sites lead as top sestinations in India, while social media is booming, according to new research. The study, from comScore, looked at the top online sites and activities in India from its comScore MMX service.
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This video from Nielsen offers key data on social media's growth in India, and its impact on marketing strategies.
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This chart shows the total number of unique online video viewers and the percentage of that countries web population that they represent.
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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.
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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.
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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.
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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?
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Google has updated its mapping service in India, with two new features to boost navigation and traffic updates.
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Social Networking is one of the top activities for smartphone users in India, fuelled by the simultaneous growth of social media and smartphone adoption in the country.
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Women spend 3 hours more on calls every month when compared to men and 4 times longer on instant messaging applications.
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Men spend 50% more time browsing the web on their smartphone than women.
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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.
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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.
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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.
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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.
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Apple has launched its iTunes Store in India, Russia, Turkey, South Africa and 52 additional countries, as the firm looks to expand the reach of its download store.
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www.DigitalStrategyConsulting.com/intelligence/india-digital-marketing
Ecommerce is a permanent shift in the behaviour of consumers and organisations. As it crosses its tipping point in each market, it creates a new structure for how the ecosystem works, so smart firms are using the new approaches to connect differently with suppliers and customers, boosting sales further through optimisation, ratings and reviews.
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South African media giant Naspers is said to be investing $150 million (Rs 834 crores) in online retailer Flipkart, a deal which would secure the company's finances for the next three years.
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Computer software is the most visited retail category in India, and the only one which greatly outpaces global averages.
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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.
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This research highlights Amazon's popularity with the Indian online community. Amazon sites have nearly twice as many unique visitors as Apple.com.
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Samsung may be the latest multinational to break digital marketing regulations by trying to manipulate blogger reviews in social media marketing through secret payments to bloggers.
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Hacking group Anonymous India has struck a leading ISP in the country to protest a ban on Torrent sites.
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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. Octane.in, 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.
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