Rise of India’s Digital Consumer
Kedar Gavane
Director, India
kgavane@comscore.com
#SOII12
comScore is a Global Leader in Measuring the Digital World
NASDAQ
SCOR
Clients
1700+ worldwide
Employees
900+
Headquarters
Reston, VA
Global Coverage
170+ countries under measurement;
43 markets reported
Local Presence
32+ locations in 23 countries
#SOII12
Global Coverage, Local Presence
#SOII12
Unified Digital Measurement™
comScore Digital Business Analytics
User Analytics
Audience Measurement
Site Analytics
Vertical Market Solutions
Social Analytics
Advertising Analytics
Copy Testing
Campaign Verification
Ad Effectiveness
Cross Media
Mobile Analytics
Mobile Audience Measurement
Network Analytics & Optimization
Customer Experience
& Retention Management
Presented by : Kedar Gavane, Director, India
#SOII12
Unified Digital Measurement™ (UDM) Establishes Platform For
Panel + Census Data Integration
Global
PERSON Measurement
Global
MACHINE Measurement
PANEL
PAGE TAGS
Unified Digital Measurement (UDM)
Patent-Pending Methodology
Adopted by 88% of Top U.S. Media Properties
Presented by : Kedar Gavane, Director, India
#SOII12
Broad Client base and deep expertise across key industries
Media
Agencies
Telecom/Mobile
Financial
Retail
Travel
CPG
Pharma
Technology
#SOII12
Global Trends
#SOII12
Global Online Growth Trend
7%
Unique Visitors (in millions)
Jul 11
15+ Age, Home and Work users
8%
574
3%
617
370
11%
399
206
Asia Pac
Jul 12
Europe
213
North America
120
134
11%
121
134
Latin America Middle East & Africa
• Worldwide online audience has grown by 7% in the last 12 months
• Asia Pac markets have added over 40 million users and continues to grow
strongly
• Latin America and MEA have grown faster with over 11% Y-o-Y growth
Presented by : Kedar Gavane, Director, India
#SOII12
BRIC Nations - Growth Comparison
5%
Unique Visitors (in millions)
Jul 11
Jul 12
41%
15+ Age, Home and Work users
336
322
20%
6%
52
48.9
Brazil
62.6
44.5
59
49.1
Russia
62.6
44.5
China
India
• India is the fastest growing online market in the last 12 months
• Russia and China have added over 10 million users in the last 12 months and
continue to grow
• India’s explosive online growth to continue, as most online categories show
below average penetration compared to global averages
Presented by : Kedar Gavane, Director, India
#SOII12
Digital consumer achieves critical mass
15+ age, home and work
Shared, Mobile and others
Time Spent (in billion minutes)
Unique Visitors (in millions)
114
83
44.5
88.5
56.3
124.7
62.6
46.3
42.2
Jul 11
Nov 11
July 2011
48
July 2012
Pages Viewed (in billions)
57.7
38.5
36
62.1
54.6
Mar 12
Jul 12
July 2011
69.9
July 2012
• Total internet usage of 124.7 million in July 2012, a 41% growth from last year
• Engagement metrics have been maintained
• With 124 million internet users, India is at a 10% internet penetration
*based on July 2011 to July 2012 data
#SOII12
Demographic distribution - Youth driving the growth
1.3 55+ 1.8
2.4 45-54 yrs 3.6
6.5
75%
22.5
15.3
35-44 yrs
9.7
25-34 yrs
13.7
15
23.7
15-24 yrs
7.5
0
21.9
7.5
15
Demographic distribution of UVs in %
22.5
30
• 75% of the audience is below the age of 35 yrs, makes it one of the youngest
online population
• Females form 39.3% of the total audience
• Highest growth seen among 15-24 male and female segments
Chart based on July 2012 data for15+ Age, Home and Work users
#SOII12
Online Category Trends
July 2011-12
#SOII12
Presented by : Kedar Gavane, Director, India
The Super Seven - High growth categories
YoY Growth %
Jul’12 Reach %
80.3
54
News
Search
43
Retail
43
Health
43
SN
43
Travel
41
40
60
Games
41
91.5
59.9
59.9
21.1
21.1
95.5
44
• Unprecedented growth in Travel, Search, SN and News, surpassing WW averages
• Growth to continue in Retail, Games and Health, as they are below WW averages
• Key drivers being content and accessibility
• Coupons category has de-grown by 38% as players have moved to allied verticals
Graph based on July 2011 and Jul 2012 data for15+ Age, Home and Work users
The Top 10 Sites - Year on Year growth
60
45
39%
59.7
15+ Age, Home and Work users
47%
9%
52.1
42.8
35.3
30
36.9
40.3
21%
29.3
42%
Facebook
Yahoo!
46%
22.6
15.9
Google
Jul 12
Unique Visitors (in millions)
24.2
15
0
Jul 11
35%
21.9
15
Microsoft Times Internet Wikimedia
14.9
20.2
BitTorrent
19%
16.2
37%
19.3
Network18
11.9
-6%
16.4 16.2 15.2
Ask
Rediff
• 3 out of the top 10 have kept pace with the overall growth
• Increased engagement among the top 10 in terms of time spent and pages viewed
• The frequency of user visits has also increased over 10-40% among the top 10
Presented by : Kedar Gavane, Director, India
#SOII12
Explosion of News/Info Consumption
News/Info
Jul’12 Reach %
Unique Visitors (in millions)
50.2
32.7
The Times of India
New York Times Digital
HT Media Ltd
40.8
32.6
ONEINDIA.COM Sites
35.1
India Today Group
IBN Live
NDTV
The Economic Times
The Hindu Group
INDIA.COM NEWS
Jul 11
Oct 11 Jan 12
Apr 12
20.4
18.7
Yahoo!-ABC News Network
Jul 12
The Indian Express Group
BHASKAR.COM
11.3
11.1
9.6
8.5
7.9
7
6.7
5.7
4.6
3.7
3.2
• A 54% growth registered, with multiple access points including mobile and tablets
• The reach avg is close to global average of 80% and is still growing
• One of the most engaged categories with 5 min per visit
Chart based on July 2012 data for15+ Age, Home and Work users
Growing NRI consumption among local sites
India
NRI
% of Unique Visitors
100%
35%
75%
50%
22%
36%
53%
32%
55%
83%
78%
65%
17%
12%
88%
68%
64%
47%
45%
25%
0%
NDTV
IBN Live
Times of India Manorama
Rediff
In.com
Cricbuzz
ICICI Bank
• Sizable international audience visitation key sites including News, Portals, Sports
and Entertainment
• Regional newspapers have the highest share of international audience and are the
best way to reach out to NRI consumers
• The traffic is growing across categories and we will be looking at reporting it as a
separate segment in the coming dayss
Chart based on July 2012 data for15+ Age, Home and Work users
Online Retail - The boom continues
Retail
Unique Visitors (in millions)
10
Unique Visitors (in millions)
37.5
7.5
33.3
26.1
27.6
29
5
2.5
0
Jul 11
Jul 11
Oct 11 Jan 12
Apr 12
Jul 12
Oct 11
Amazon sites
Jabong
Jan 12
Flipkart
Myntra
Apr 12
Jul 12
Snapdeal
Homeshop18
• 3 out of 5 online Indians visit online retail sites, growth of 43%
• The category has seen mushrooming of several players across horizontals and verticals
• A close battle between Snapdeal and Flipkart in horizontal retail and Jabong and Myntra
in the lifestyle category respectively
• Aggressive marketing and consumer need have led to this unprecedented growth
Chart based on July 2012 data for15+ Age, Home and Work users
#SOII12
Fastest growing Retail categories
YoY Growth %
Apparel
13.4
362
Consumer Goods
2.9
119
Sports/Outdoor
100
Home Furnishing
98
Retail Food
Jul’12 Reach %
90
Retail Movies
76
Comparison Shop
75
2.8
1.5
2.1
10
15
• Apparel is the fastest growing retail sub-category, reaching 13% of online users
• Consumer Goods, Home Furnishing and Sports have shown early signs of growth
and will only grow faster in the coming months
• Flowers/Gifts/Greetings category de-grown by 33%
• Comparison shopping is expected to keep pace with retail reach of 60%
• Vertical Retail segments will be the fastest growing in coming months
Chart based on July 2012 data for15+ Age, Home and Work users
#SOII12
Reach in Travel category surpasses WW average
Jul’12 Reach %
19.2
Indian Railways
11.6
MakeMyTrip
8.3
Yatra Online
4.6
Jet Airways
3.9
TripAdvisor Media Group
INDIARAILINFO.COM
3.2
CLEARTRIP.COM
3
Expedia Inc
2.9
Travora Media
MUSTSEEINDIA.COM
REDBUS.IN
Makemytrip
11.6%
Yatra
8.3%
Cleartrip
3%
2.6
2.3
2
Unduplicated reach : 16.4%
• 1 out of 5 online users visit Indian Railways site
• High duplication among the OTAs, with customers looking for best fares
• Alternative travel options like Bus and Car rentals have picked up in last 12
months
Chart based on July 2012 data for15+ Age, Home and Work users
#SOII12
e-Commerce Transactions in India
Indian Payment Type Transaction Share, Q2 2012
Direct Debit
$204
T
M
M
IRCTC
58%
$17
Travel Yatra $166
All Others
2%
cash/COD
7%
Average Transaction Sizes (Apr - Jun
Mastercard
12%
Flipkar
t $35
Retail
’12)
27
$
i
h
Yeb
Myntra $24
Visa
21%
• Direct debit or Netbanking is the most popular format of the payment
• Travel controls the majority of dollars and transactions in the market, driven largely
by IRCTC
• COD/Cash payments are more popular in the retail category
• IRCTC averages at $17 per transaction and Flipkart stands at $35 per transaction
Chart based on data for the months between Apr to Jun 2012 for Travel and Retail category
Facebook’s dominance
15+ Age, Home and Work users
47%
Jul 11
52.1
Unique Visitors (in millions)
35.3
36%
5.8
Facebook
Jul 12
-69%
12.6
5%
7.9
Linkedin
3.8
Orkut
3.8
3.6
Twitter
2%
3.8
3.7
Bharatstudent
• Facebook has emerged as the market leader in the SN category
• The engagement on Facebook is highest among any category
• Facebook users spent 3.8 hrs on an average in July 2012 and 17.4 visits per person
• Linkedin has also shown over 36% growth in the last 12 months
Presented by : Kedar Gavane, Director, India
#SOII12
Entertainment - The blockbuster category
Entertainment
Jul’12 Reach %
Unique Visitors (in millions)
55.8
40.6
Jul 11
41.1
43.6
Oct 11 Jan 12
47.8
Apr 12
Jul 12
53.7
Youtube
14.8
CBS Interactive
SONGS.PK
8.8
omg!Yahoo!
8.8
Yahoo! Movies
7.7
BEEMP3.COM
7.6
DAILYMOTION.COM
7.2
ToneMedia
7.1
IMDb
6.9
MP3RAID.COM
6.2
• Entertainment category has 89% reach, still lower than WW average of 94.1%
• Entertainment added 15 million UV’s in the last 12 months
• Youtube leads the pack with highest reach in the category
• The growth comes from bollywood video and music content, more sites to come
up with the opportunity
Presented by : Kedar Gavane, Director, India
#SOII12
Mixed growth in other categories
Finance
SBI
ICICI
HDFC
Moneycontrol
Indian overseas
56.6
9.5
9.2
8.6
7.1
6.7
Biz/Finance - 35% growth
Career services
Naukri
Timesjobs
Monsters
Shine
Indeed
43.3
13.3
6.6
6.6
4.7
4.6
Career Services - 30% growth
Real Estate
99acres
magicbricks
commonfloor
indiaproperty
makaan
8
1.8
1.8
1.1
1
0.7
Real Estate - 38% growth
Automotive
zigwheels
Cardekho
Carwale
Gaadi
oncars
17.8
3.6
2.8
2.7
1.8
1.5
Automotive - 18% growth
Presented by : Kedar Gavane, Director, India
#SOII12
Online Video continues to soar
Video Viewers (in millions)
Min per viewer
433
459
455
Videos viewed (in billion)
373
3.4
1.9
32.4
34.8
42.3
44.5
Jun 2011
Oct 2011
Mar 2012
Jun 2012
• Online video viewers in India have grown over 37.3%
• The engagement has reached 3.4 billion videos every month
• 52% of the total videos belong to the entertainment category
• YouTube top channels are related to Bollywood
• Video advertising has grown proportionally with growing
inventory
15+ Age, Home and Work users
Jun 2011
Jun 2012
Top YouTube Channels
Tseries
Vevo
YoBoHo
Eros
Shemaroo
Rajshri
13.4
12.9
9
8.4
7.5
7.4
Video Views (Millions)
Mobile Engagement - The Growing Phenomenon
Top categories by % share
Access Type by OS
Mobile Access
100%
50%
75%
72%
Wifi
Market Share of OS
45%
Others
63%
75%
50%
0%
Android
54%
Mobile
Tablet
25%
24%
25%
74%
75%
74%
55%
51%
25%
PC
25%
28%
iOS
RIM
iOS
4%
Symbian
16%
Symbian
RIM
1%
Android
16%
44%
Weather Telecom SportsEnt - Music
• The pages viewed on mobile has grown from 3% in July ’11 to 7% in July ’12
• Mobile and tablets access contribute to 7% of Indian online pages viewed
• Food, Travel information, online trading are popular categories on tablets
• ioS forms 80% of the tablet market share by page requests
Device Essentials - Jun 2012, data based on total pageviews as the universe
#SOII12
Future Trends in India - A Summary
• Smartphones and tablets to drive engagement and usage further through WiFi access
• Explosive growth expected in Games, Health, News and Retail categories.
• Entertainment will be the key content growth area across mobile and PCs
• Categories like Travel, News and Career services to continue steady growth
• Increase in Cash-On-Delivery market share with great share of transactions from Retail
• Online advertising to aid brands in reaching younger audiences
Questions?
#SOII12
Thank you
Rise of India’s Digital Consumer
Kedar Gavane
Director, India
kgavane@comscore.com