Indian State of Internet ,2011

8/4/2019 Indian State of Internet ,2011

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State of The Internet with a Focus on India

Kedar Gavane

Director, India June 2011


2/44

2 comScore, Inc. Proprietary and Confidential.

comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1700+ worldwide

Employees 900+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;

43 markets reportedLocal Presence 32+ locations in 23 countries

V0411


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Global Coverage, Local Presence

comScore Locations

V0910


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comScore Leverages Rich Panel Data to Deliver Unique and BroadDigital Business Analytics

The Only Global Measurement

of Audience and E-commerce

170+ Countries Under Measurement

43 Markets Reported

2 Million Person Panel

360View of Person Behavior

Web Visiting& SearchBehavior Online

AdvertisingExposure

AdvertisingEffectiveness

Demographics,

Lifestyles& Attitudes

Media & Video

Consumption

Transactions

Online

& OfflineBuying

Mobile InternetUsage & Behavior

V0411

PANEL


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Some of Our Largest Clients in Asia Include

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APAC (Excluding Japan) Japan


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480.7

345.3

204.0

88.3 101.1

550.9

363.7

204.4

116.4 115.2

Asia Pacific Europe North America Middle East - Africa Latin America

1,2191,351

Asia Continues Significant Audience Growth

Growth expected to continue on the back of

increased residential broadband penetrationin Asia and Latin America

Growth in developing regions likely to alsocontinue as more people move from shared-access environment to home & work use

Growth is flat in North America, Europeangrowth mostly driven by Russia March 2010 March 2011

+11%

+15%

---

+5%

+32% +14%

Worldwide Online Population

(Millions)

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2010 and March 2011

Mar 2011

Mar 2010


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Shared-access Environments Make up Significant Portion of TotalPopulation in Some Regions

China

India

Brazil

Mexico

Indonesia

Vietnam

Philippines

15+ H/W Other

15+H/W

Other

China 304.2 111.4

India 42.8 35.0

Brazil 41.5 37.6

Mexico 18.7 11.9Indonesia 9.5 21.3

Vietnam 7.0 8.4

Philippines 5.6 16.7

Source: comScore Media Metrix, March 2011

Unique Visitors (MM)15+ Audience Accessing Internet from Home or Work

vs Other Audience (Under 15, Shared Access including Internet Cafes)

Shared-access population in India is almost as large as the Internet population

accessing from work and home

73

415

79

15


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Online Audience Sizes in BRIC countries, 15+ Home & Work

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2010 to March 2011

Online Population Sizes (MM)

BRIC

Significant growth in BRIC countries in the past year, particularly in the very

large Chinese market, with 20% growth that translates to 45 million new webusers from work and home in the past year

Growth similarly high in many Latin American and Asian markets

254.5

40.2 38.0 34.8

304.2

47.4 42.841.5

China RussianFederation

India Brazil

Mar-10 Mar-11

+20%

+18% +13% +19%


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Indias Usage Relatively Low Compared to Similarly Sized Countries

Web users in China and India post the least average usage when compared to

BRIC countries and other similarly sized web populations Expect usage rates to increase as home/work Internet penetration increases and

broadband becomes more readily available

Total Hours Online per VisitorWW Avg: 23.1

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2011

12.3

17.8

23.4

22.8

12.5

27.5

25.7

China

Japan

Germany

Russian

FederationIndia

France

Brazil

China

India

Brazil

Mexico

Indonesia

Vietnam

Philippines

15+ H/W Other

73

415

79

15

Internet Users (Millions)


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Internet audience in India skews dramatically young: three-quarters of the web

audience is under the age of 35, compared to 52% of the global average and57% of the regional average

Proportion of Youth Audience in India Substantially Larger thanRegional, Global Averages

Composition of Internet Audience 15+


26%

29%

35%

26%

28%

40%

22%

23%

16%

14%

12%

6%

11%

9%

Worldwide

Asia Pacific

India

15-24 25-34 35-44 45-54 55+

75%


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Young People Drive Internet Consumption in India,Overall Time Online is Behind Global and Regional Averages

Average Time Online by AgeHours per Visitor

15-24 year olds in India are the heaviest Internet users

Across the board, however, average time spent online is still well below regionaland global averages


13.2 12.4 12.2 11.4 10.7

0.0

5.0

10.0

15.0

20.0

25.0

30.0

15-24 25-34 35-44 45-54 55+

India Asia Pacific Worldwide


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Young Males are Heaviest Internet Users in India

Average Time Online by Age & Gender

Hours per Visitor

Males spend more time online than females in most age groups; the 35-44 year

old age group is the exception: women spend 1.7 hours more online than males

15-24 year olds of both genders are the heaviest users overall

Typical demographic consumption pattern for emerging Internet market

Indian Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2011

13.6 13.311.6 11.4 11.6

12.510.8

13.311.3

9.0

15-24 25-34 35-44 45-54 55+

Males Females


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Search, Social Networking, Webmail are Key Online Categories

Reach of Key Categories


Index: 126

106

121

109

103

112

198

126

100

104

87%

85%

78%

64%

61%

61%

59%

58%

55%

54%

85%

73%

61%

58%

60%

68%

69%

63%

54%

53%

Search/Navigation

Social Networking

e-mail

Downloads

Community

Multimedia

Directories/Resources

News/Information

Technology

Blogs

54%

49%

41%

40%

40%

31%

26%

26%

21%

17%

63%

46%

31%

32%

31%

50%

27%

36%

35%

23%

Retail

Business/Finance

Education

Sports

Travel

Games

Photos

Instant Messengers

TV

HealthIndia

Worldwide

85

106

132

126

130

62

94

72

58

74

Index: 102

116

128

111

102

90

86

91

102

103


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Social Networking is Central to Internet Usage in India

Social Networking Sites

March 2011 % Reach

Social Networking SitesGrowth

Social Networking sites reach 84% of theweb audience in India, and takes up 21%of all time spent online

Growth of 16 percent over the past yearoutpaces regional and global growth ofthe category

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), March 2011

73%52% 69%

85%

53%73%


Mar 2010 Reach Mar 2011 Reach

+16% +6%+2%

73%

53%

84%

89%

89%

36%

83%

85%

80%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


15/44


Facebook Has Overtaken Orkut to Be Leading SN in India

31,593

15,197

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Unique Visitors (000) to Social Networking Sites

FACEBOOK.COM Orkut

India, along with Brazil, had been two of Orkuts final strongholds until August

this past year, when Facebook overtook Orkut to be the leading Social Networkin India

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix , March 2010 to March 2011


16/44


63%

56%

71%

81%

62%

48%

60%

54%

63%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil

Retail Site Visitation from India Increased Significantly Over Past Year

Retail Sites

March 2011 % Reach

Retail SitesGrowth

Visiting to retail sites is still relatively low

in India, with about half the webpopulation visiting a site in the category

Growth in the category, however, is in thedouble digits, compared to flat in theregion and worldwide


47% 55%

63%

54% 56%

63%



+14% ------


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Computer Software is the Most-Visited Retail Category in India, andthe only one which outpaces global and regional averages

16.8%

14.0%

11.6%

10.4%

7.1%

6.0%

4.1%

3.7%

3.7%

2.8%

8.0%

12.4%

11.3%

13.2%

8.2%

1.6%

1.9%

2.5%

12.6%

6.4%

12.4%

16.8%

16.5%

21.6%

9.3%

4.4%

4.4%

3.8%

18.3%

6.0%

Computer Sof tware

Consumer Electronics

Computer Hardware

Comparison Shopping

Books

Flowers/Gifts/Greetings

Retail - Movies

Jewelry/LuxuryGoods/Accessories

Apparel

Health Care

1.9%

1.7%

1.5%

1.1%

1.1%

1.0%

0.9%

0.8%

0.8%

0.4%

1.8%

1.9%

5.1%

3.5%

1.7%

1.7%

2.2%

2.6%

3.6%

1.9%

4.6%

4.9%

5.3%

4.7%

6.1%

6.8%

3.6%

7.9%

4.6%

3.1%

Tickets

Consumer Goods

Retail - Food

Mall

Sports/Outdoor

Home Furnishings

Retail - Music

Department Stores

Fragrances/Cosmetics

Toys

India

Asia Pacific

Worldwide


Percent Reach of Retail Subcategories: India, Asia Pacific and Worldwide


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High Visitation to Travel Sites, Robust Growth in Category

Travel Sites

March 2011 % Reach

Travel SitesGrowth

India boasts the highest reach to travelsites among the BRIC countries, and isalmost at levels similar to Europe andNorth Americas

Growth, moreover, is at a robust 13percent, while growth in the region and

globally were flat


35%23% 31%

40%

22% 31%



+13% -2%-2%

31%

22%

42%

45%

25%

15%

27%

40%

23%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


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19.4

7.5

6.9

5.0

4.2

3.6

2.1

2.0

1.7

1.5

Indian Railways

Yatra Online

MakeMyTrip

CLEARTRIP.COM

Expedia Inc

TravelAdNetwork

INDIARAILINFO.COM

MUSTSEEINDIA.COM

Travelocity

ERAIL.IN

29.7

6.5

13.0

6.8

4.9

6.7

31.9

4.0

4.9

13.7

Indian Railways

Yatra Online

MakeMyTrip

CLEARTRIP.COM

Expedia Inc

TravelAdNetwork

INDIARAILINFO.COM

MUSTSEEINDIA.COM

Travelocity

ERAIL.IN

Top Sites: Travel

Top Travel Sites: India

% Reach

Top Travel Sites: India

Average Minutes per User

Top sites in Travel are topped by rail websites and online travel agents

19.4 percent of web users visited the Indian Railways site in March, and averageusage on that site, as well as on IndiaRailInfo.com, is about half an hour

As the middle class grows, there will be increased demand for online travel



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Significant Upside Remains for the Business/Finance Category

Business/Finance Sites

March 2011 % Reach

Business/Finance SitesGrowth

Unusually for a developing market,visiting to Business/Finance sites isrobust in India

Growth is a modest 4 percent year overyear, but positive when compared toglobal and regional declines


47% 41% 47%49%

39%

46%



+4% -2%-3%

46%

39%

53%

68%

36%

36%

36%

49%

38%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


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Which is the top visited banking/finance website inIndia?

1. Moneycontrol

2. HDFC bank sites3. ICICI bank sites

4. State bank of India


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Top Sites: Business/Finance

Top Business/Finance Sites: India

% Reach

Top Business/Finance Sites: India

Average Minutes per User

Most of the top Business/Finance sites in India are banks, with ICICI Bank

leading the category with reach of 10.9 percent

Citigroup is the most-visited International bank, and MoneyControl the topBusiness News and Information site. MoneyControl also got the most usage, withthe average user spending 70 minutes on the site over the course of the month


10.9

8.9

7.8

7.6

6.7

5.0

4.6

3.4

3.0

2.3

ICICI Bank

HDFC Group

MONEYCONTROL.COM

State Bank of India

Indian Overseas Bank

Citigroup

Yahoo! Finance

Axis Bank

Life Insurance Co of India

FSSNET.CO.IN

22.4

17.9

70.1

17.7

4.8

9.7

7.3

17.1

18.6

4.5

ICICI Bank

HDFC Group

MONEYCONTROL.COM

State Bank of India

Indian Overseas Bank

Citigroup

Yahoo! Finance

Axis Bank

Life Insurance Co of India

FSSNET.CO.IN


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Technology Sites

Technology Sites

March 2011 % Reach

Technology SitesGrowth

Fifty-five percent of the web population inIndia visited a Technology site

Growth over the past year was 7 percent,compared to a decline of 2 percent in AsiaPacific and flat growth globally


52% 44%54%55%

43%54%



+7% ----2%

54%

43%

65%

62%

58%

35%

64%

55%

56%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


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News/Info Category one of Fastest-Growing in India

News/Info Sites

March 2011 % Reach

News/Info SitesGrowth

58 percent of Indian web users visited aNews/Info site, a category that is similarlypopular among web users in the otherBRIC countries

Growth in India was 16 percent over thepast year, outpacing regional growth of 2

percent and global growth at 3 percent


63%

57%

68%

77%

61%

50%

64%

58%

56%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil

50%56% 61%58% 57% 63%



+16% +3%+2%


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32.7

16.6

11.9

8.2

8.07.1

5.7

4.9

4.5

3.9

Yahoo! News Network

The Times of India

New York Times Digital

HT Media Ltd

ONEINDIA

The Economic Times

BBC

NDTV.COM

The Indian Express Group

CNN Network

14.1

15.7

3.9

6.2

9.0

12.8

8.2

14.4

4.3

7.4

Yahoo! News Network

The Times of India

New York Times Digital

HT Media Ltd

ONEINDIA

The Economic Times

BBC

NDTV.COM

The Indian Express Group

CNN Network

Top Sites: Online News/Info Sites

Top News/Info Sites: India% Reach

Top News/Info Sites: IndiaAverage Minutes per User

Local and International News/Info properties are represented in the Top 10

News/Info sites in India. The Yahoo! News Network, which includes Yahoo!News India, is the top site, reaching a third of the web audience

The Times of India edged out Yahoo! News in terms of usage, with averageusage of 15.7 minutes



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Substantial Audience for Indian News/Info Sites Outside the Country

Visiting to Top Indian News/Info Sites from India vs Other Countries

Nonresident Indians contribute a substantial amount of traffic to the top Indian

News/Info sites

For most of these sites, average usage from outside India is much higher thanfrom users inside the country

59%

68%

66%

54%

62%

41%

32%

34%

46%

38%

[C](u) The Times of India

[P](u) HT Media Ltd

[M](U) ONEINDIA

[M] NDTV.COM

[P](u) The IndianExpress Group

India Other countries

14.0

5.8

7.6

10.3

5.0

22.0

3.1

8.3

14.4

9.1

[C](u) The Times ofIndia

[P](u) HT Media Ltd

[M](U) ONEINDIA

[M] NDTV.COM

[P](u) The IndianExpress Group



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Cricket Sites Lead Increase in Visiting to Sports Sites in March

Sports Sites

March 2011 % Reach

Sports SitesGrowth

Cricket-crazy India saw a 38 percentincrease in visiting to Sports sites over thepast year

40 percent reach of the category in Indiaduring March is higher even than Europeand Latin American sports visitation rates


32%

23%

37%

46%

33%

16%

21%

40%

38%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil

29% 26%33%40%

23%32%



+38% -5%-13%


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Top Sites: Sports

Top Sports Sites: India% Reach Top Sports Sites: IndiaAverage Minutes per User

With the Cricket World Cup in March, Cricket sites dominate the top Sports site

during the month

Visiting to ESPN and Yahoo! Sports are dominated by the Cricket channels,ESPNCricInfo.com and Yahoo! Cricket


26.4

22.3

5.4

5.3

3.62.2

2.0

1.8

1.7

1.5

ESPN

Yahoo! Sports

CRICBUZZ.COM

CRICTIME.COM

Sify SportsSTATS.COM

MSN Sports International

CRICKETCOUNTRY.COM

Cricketnext

CRICKETWORLDCUP2011.CO

29.8

15.0

11.7

12.5

27.12.4

30.9

13.0

19.0

1.0

ESPN

Yahoo! Sports

CRICBUZZ.COM

CRICTIME.COM

Sify SportsSTATS.COM

MSN Sports International

CRICKETCOUNTRY.COM

Cricketnext

CRICKETWORLDCUP2011.CO


29/44


Visiting to Sports Sites Got a Substantial Boost from Cricket WorldCup

The visitor boost that the category received in March dropped off again in April,

though it is to a slightly higher level than in January and February


0

5,000

10,000

15,000

20,000

25,000

Unique Visitors (000) to Sports Sites


30/44


Which match during the world cup saw maximumnumber of visitors online?

1. India Sri-lanka Finals

2. India Pakistan Semi finals

3. India Australia quarter finals


31/44


Cricket World cup Weekwise Statistics

Weekly stats from comsoore mediametrix April 2011


32/44


Large Appetite for Online Entertainment in India

Entertainment Sites

March 2011 % Reach

Entertainment SitesGrowth

77 percent of web users in India visited an

Entertainment site in March

Growth of 8 percent is higher thanregional and worldwide growth

This category will continue to grow as

broadband penetration increases


80%

74%

85%

86%

83%

68%

77%

77%

81%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil

72% 70% 76%77% 74% 80%



+8% +5%+6%


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A few entertainment categories receive more than their fair share of visitors

from India: Movies, News, Music, and Humor

Entertainment News Indexes Highest

India vs Regional & Global Reach of Entertainment Subcategories


61%

43%

21%

30%

24%

6%

3%

10%

61%

31%

28%

23%

12%

4%

3%

3%

68%

42%

35%

28%

20%

10%

12%

9%

Multimedia

Entertainment - Music

TV

Entertainment - Movies

Entertainment - News

Kids

Radio

Humor

India

Asia Pacific

Worldwide

123

O li Vid Vi i I di & Chi W t h th L t Vid


34/44


Average time spent watching online video in all four BRIC nations are still far

lower than averages in North America and Europe: for example, average timespent watching video in the U.S. was 15.7 hours over the same time period

Online Video Viewers in India & China Watch the Least Video onAverage

Total Number ofVideos (MM): 9,919 3,136 1,863 3,113

Online Video ViewingAverage Hours per Viewer

Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix , March 2011

Given the regions

appetite forEntertainment, expect

to see continued growthin online videoconsumption asbroadband penetrationcontinues to increase

4.7

9.3

5.6

8.6

China RussianFederation

India Brazil


35/44


Career Services & Development Site Visiting is High in India

Career Services & Development Sites

March 2011 % Reach

Career Services & Development SitesGrowth

Career Services and Development Sites,

which include Job Search, CareerResources and Training Sites, is visitedby 40 percent of the Indian webpopulation, a rate higher even thanvisiting to these sites from North Americaand Europe


37%

22% 25%

40%

19% 23%



+8% -8%-14%

23%

19%

26%

33%

23%

15%

25%

40%

18%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


36/44


41 percent of Indian Web Users Visited an Education Site in March

Education Sites

March 2011 % Reach

Education SitesGrowth

Education Sites were visited by Indians at

an above-average rate

Indians are increasingly using the web fortheir everyday requirements

Growth of 13 percent is remarkable,compared to regional and global declinesin the category


36%

25%33%

41%

21% 31%



+13% -8%-14%

31%

21%

33%

51%

42%

13%

31%

41%

41%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


37/44


What percentage of Indian users visit Personals or

Matrimony/dating sites?

1. 21%

2. 14%

3. 34%

4. 8%


38/44


14 percent of Internet Users in India visited a Personals Site

Personals Sites

March 2011 % Reach

Personals SitesGrowth

Indians show a high level of comfort with

using online Personals sites

Both reach and year over year growth arehigh, with 14 percent of web users visitinga Personals sites, an increase of 7percent over last year


13%

5%9%

14%

5% 8%



+7% -8%-15%

8%

5%

12%

13%

7%

3%

17%

14%

7%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


39/44


India Still Reliant on Webmail

E-mail Sites

March 2011 % Reach

E-mail SitesGrowth

78 percent of web users in India used

online e-mail in March 2011

Global and regional use of webmaildeclined over the past year, stayed flat inIndia

Follows a pattern seen in developingnations with low broadband penetration


78%

56%

66%78%

47%61%



--- -8%-15%

61%

47%

65%

79%

76%

35%

62%

78%

69%

WW

Asia Pacific

Europe

North America

Latin America

China

RussianFederation

India

Brazil


40/44


Conclusions


41/44


Conclusions

The digital world is expanding, driven by growth in several key

categories across the board.

Social Networking is a key driver of PC and Mobile activity

The younger consumers in India are leading the revolution, withmore engagement coming from 15-34 age groups

Online advertising is effective, both as a direct response andbranding strategy

For online advertising to get its fair share of advertising dollars

Ad effectiveness needs to be measured beyond the click

Accurate measurement of the delivery against media plan is critical


42/44


Thank you!

Kedar Gavane,

[email protected]


43/44


Our Methodology: Unified Digital Measurement

QUERY TAGSContent

Categorization

PANELPeople Measurement:Reach, Demographics

Duration, Intensity

SERVERSCensus Coverage

of UsageAnywhere

Complete and Fully Reconciled Measurement
http://curiouslypersistent.files.wordpress.com/2008/10/child-on-laptop.jpg


44/44

Thank you!

Kedar Gavane,

[email protected]

Indian State of Internet ,2011

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Transcript of Indian State of Internet ,2011