Social Media in Pakistan: Required for business?

Social Media: Required for Business? An Insight into Social Media in Pakistan

www.bsolutions.pkSeptember 2012 | © 2012 B Solutions

Facebook

Pakistan

Twitter

LinkedInPinterest

SocialMediainsights

observations

brands

Lahore

marketing

user behavior

characteristics

Global

Global

local

mobile

internet

technology

research

survey

conversations

youthconnection

communication

trendsagencies

ExecutiveSummary

Overview

Reasons for Research

Social media refers to applications that enable individuals,organizations and communities to interact and share contentonline. Social Media is increasingly dominating the use ofinternet across the world. Pakistan has over 111 millionmobile users, 20 million internet users and over 6 millionFacebook users.

Despite such a large number of users, there is a dearth ofinformation available to companies on their online behaviour.This is where B Solutions stepped in to conduct a survey toidentify and analyze the tech-savvy demographic in the countryand how brands can leverage the new available media to theirbenefit.

2September 2012 | © 2012 B Solutions

ExecutiveSummary

Behavioral Traits Marketing ImplicationsSocial Media users in Pakistan Companies and brands need to Are the country’s youthHave easy access to technologyAre constantly connected to peerssocially Use both mobiles & desktops/laptopsUse social media for conversationsUnwind after study &work with socialUnwind after study &work with socialmediaAre highly brand consciousUse online resources for information

September 2012 | © 2012 B Solutions3

Build and enhance an online presenceEngage with consumersUse social networks as marketing channelsEstablish modern sales mechanisms & portalsIntegrate social & traditional advertising

What isSocial Media?

Social media is a group of internet-basedapplications that enable individuals,organizations and communities tointeract and share content.

Share images, texts, videos, links, etc.Two-way connection

Share images, texts, videos, links, etc.Seamless integration with Google products

Share short messages, with links if necessaryTwo-way connection not essentialBroadcasting medium

Share categorized images or videosTwo-way connection not essential

Share resumes, job vacancies, companyinfo, etc.Connect professionally

Source: M.Kaplan, Andreas and Michael Haenlein. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 2010. September 2012 | © 2012 B Solutions 4

Facebook: 905,000,0001

Twitter: 500,000,0002

LinkedIn: 115,000,0004

Google +: 175,000,0003

Pinterest: 10,400,0005

Source:1Socialbakers.com; 2Telegraph.co.uk; 3Snplanet.com; 4Googleblog.blogspot.com; 5Tommytoy.typepad.comSeptember 2012 | © 2012 B Solutions

Social media has experienced phenomenalgrowth in the last few years throughout theworld, spawning networks boasting millionsof users.

Global Social Media

5

1000 M

800 M

600 M

400 M

200 M

0

Feb 09 Feb-10 Feb-11 Feb-12

600 M500 M400 M300 M200 M100 M0

Oct-07 Aug-08 Nov-09 Sep-10 Dec-11Mar-12

150 M

100 M

0Dec-08 Dec-09 Dec-10 Mar-11 Jun-12

50 M

12 M10 M8 M6 M4 M2 M0

Jan-10 Jan-11 Jan-12

September 2012 | © 2012 B Solutions 6

Global Social Media

These graphs present a general picture of howsocial networks have grown over time.

Source : 1Benphoster.com,2Freshnetworks.com,3B Solutions estimate,4Twitterfacts.blogspot.com

Internet & MobileUsage in Pakistan

16%

14%

12%

10%

8%

6%

4%

2%

0%1990199119921993199419951996199719981999200020012002200320042005200620072008200920102011

Internet users as % of population

Data from World Bank

Internet Users: 20 millon (2011)1Broadband users: 5 million2 Broadband connections: 1.79 million2

Source: 1Tribune.com.pk 2Ptclworkers.com Graph Source: Google Public Data Explorer September 2012 | © 2012 B Solutions 7

The last decade has witnessed anaccelerated increase in the numberof internet users in Pakistan. Thewidespread use of mobile deviceshas further fueled the reach ofinternet and the growth in users.

Source: Google Public Data Explorer

Internet & MobileUsage in Pakistan


100M

80M

60M

40M

20M

01990199119921993199419951996199719981999200020012002200320042005200620072008200920102011

Data from World Bank

Mobile cellular subscriptions

Social Mediain Pakistan

Facebook: 689,2441

Twitter: 1,900,0002

LinkedIn: 1,200,4343

Google +: 63,3464Source: 1Socialbakers.com; 2Dawn.com; 3Socialbakers.com; 4Findpeopleonplus.com; 5B Solutions estimateSeptember 2012 | © 2012 B Solutions 9

Pinterest: 115,0005

Aided by the growth of Internet, broadbandand mobile technology, social media hasalso experienced tremendous growth inPakistan in the same time period.

7,000,000

6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0

Dec-08

Feb-09

Apr-09

Jun-09

Aug-09

Oct-09

Dec-09

Feb-10

Apr-10

Jun-10

Aug-10

Oct-10

Dec-10

Feb-11

Apr-11

Jun-11

Aug-11

Oct-11

Dec-11

Feb-12

Apr-12

358,978 1,392,520

3,607,860

6,411,220

13 -17years

18 - 24years

25 - 34years

35 - 54years

55 years -above

14% 50% 26% 8% 2%

69% 31%Growth of Facebook in Pakistan1

Gender Breakdown2

Age Breakdown2

Social Mediain Pakistan

Source: 1Socialbakers.com, 2Facebook.comSeptember 2012 | © 2012 B Solutions 10

34%66%

WomenMen

65%

17%

15%

1%

2%

18-24 years

25-44 years

45-59 years

17 years or younger

60 years or older

Behavioral Traits

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Users in Pakistan& Trends ofSocial Media

September 2012 | © 2012 B Solutions

B Solutions took to the field to assessthe nature and extent of social mediaactivity in Pakistan. Data from a surveyof 800 Facebook users in Lahore wasused to analyze their online presence andcompile the following figures. The bulkof the respondents were young menof the respondents were young menbelonging to high income households.


B Solutions specifically looked intothis group in order to provide aclearer picture of how they can betargeted by marketers.

Rs. 15,000 or lessRs. 15,001-25,000Rs. 25,001-40,000

Rs. 40,001-70,000Rs. 70,001-100,000

Rs. 100,000 or above

4%9%

14%

20%20%

33%

Monthly Household Income

Behavioral Traits

Users in Pakistan& Trends ofSocial Media

Source: B Solutions Research AnalysisSeptember 2012 | © 2012 B Solutions 13

What Social Media User Traits are Important to Marketers in Pakistan?

2 3 4Young Constantly

ConnectedAre

Brand ConsciousHave RegularConversations

1

Internet and social media are mostlyaccessible to the young &high-earning demographic.

Source: 1Audiencescapes.org, 2Nadra.gov.pk , 3Socialbakers.com September 2012 | © 2012 B Solutions 14

2 3 4Young Constantly

ConnectedAre

Brand ConsciousHave Regular Conversations

1

According to a 2008 BBC survey, most of the webusers in Pakistan belong to the 18-44 year old agebracket and earn high incomes1.

High speed internet connection and more timespent online are also associated with higherincome, as per a NADRA policy brief2.

76% of members of Facebook from Pakistanare within the 18- 34 years age bracket3.

The youth of today greatly depends ontechnology for work, study & recreation.

Brands aimed at this demographic cannotafford to ignore the growing use of socialmedia portals and the reliance on technology.

Implications for Marketing:

Social media is much more accessibledue to availability of internet, multiplesocial media networks and mobilephones to the youth.

2 3 4Youth Constantly

ConnectedBrandConscious

RegularConversations

1

Source: B Solutions Research Analysis

85% of Facebook users in Lahore spend at least anhour on the Internet every day.28% of these are also members of at least one othersocial media network, like Twitter, Google +, LinkedIn,etc.72% of these respondents log in to Facebook daily.43%43% regularly access the network from more than onelocation.58% of all employed respondents log in from theirworkplace while 16% access Facebook while travelling.33% of Facebook users in Lahore access the network through their mobile phones.


Businesses need to leverage these newmodes of communication in theirmarketing strategies to be able to reachthis demographic with carefully craftedand targeted social media content. Forexample, users are likely to respondmore to a post requiring a shortermore to a post requiring a shorteranswer.

Implications for Marketing


ConnectedBrandConscious

Have RegularConversations

1 Social media users are proficientwith and dependent on technology,making it a critical part of their dailyinteractions and recreation.

The daily Facebook user in Lahore spends, on average, 40 minutes on the website every day.He/she has an average of 135 friends on thenetwork.Most frequent Facebook activities involveinteraction with friends by commenting onpictures and links, sharing content and chatting. pictures and links, sharing content and chatting. 78% of the respondents log in to the network afterwork or school, between the hours of 6 pm andmidnight.


Social media users spend a significant amountof time online, engaging and interacting onthe various social networks.

Businesses need to tailor their marketingstrategies to integrate social media, companywebsite and online stores to reach thisincreasingly tech savvy segment. increasingly tech savvy segment.



Social media technology has madeusers dependent on the internet andsocial networks for information,thereby impacting their buyingbehavior.

62% of respondents admitted to using theinternet to obtain information about goods andservices.Three out of five people engage with brands andproducts on Facebook.10% have made a purchase influenced byFacebook.Facebook.


With an increased reliance on onlinechannels for information brands needto create long-term relationships withclients by offering detailed productinformation through networks likeFacebook and producing interactive& engaging content.& engaging content.



ConnectedAre

Brand ConsciousHave RegularConversations


1

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How To Make Sense of All This?

B Solutions Digital Media AgencyOur Goal: Help you take advantage of all social media business opportunities.

6 1.2m 17 $23kEmployees Clients

Spenton Clients' FB Ads

FB FansCurrently Managed


Success Stories


Launched Facebook presence for one of the country's leading retailers

Active community of plus fansin a little more than a year

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This is a public, free-for-use version of Social Media: Required for Business? For more in-depthfindings or customized research, please contact us at 042 3570 9916 or [email protected].

Click the following thumbnails for our earlier infographics


Companies cannot afford to ignore the influence of social media networks.They are being used far and wide in Pakistan, especially by the younger demographic.The presence of an online community and engagement with consumers has become criticalin this digital age for brands.

http://www.bsolutions.pk/10-million-pakistani-users-on-facebook-by-2013-infographic.html

http://www.bsolutions.pk/importance-of-facebook-engagement-for-pakistani-brands-infographic.html

September 2012 | Copyright ©2012 B Solutions

Credits: Fatima Tassadiq, Fazal Ashfaq, Madiha Ahmed, Rizwan Manzoor & Saad Siddiq

1st Floor, 70-K Commercial, D.H.A, Lahore, Pakistan+92 423 570 9916bsolutions.pk

[email protected]/bsolutionstwitter.com/bsolutionspk

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Social Media in Pakistan: Required for business?

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