India is the third biggest country in terms of internet users in the world, with a highly social and mobile audience. This 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.
• 2% – Number of rural Indians using the internet
• 25% – Growth in Indian internet users in India over the past 12 months.
• 59% – Number of Indians who only access the internet via mobile devices.
What Indians do online
• 3 hours – Average time an Indian net user spends on social media.
• 13m – Number of Indians registered on matrimonial or dating sites.
• 70% of Indian internet users who watch online videos.
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.
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.
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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