This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in India. You can find more of these Asia reports at http://wearesocial.sg

1. SOCIAL, DIGITAL
AND MOBILE IN
INDIA
we are social
DECEMBER 2011

2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
we are social

3. INDIA
1,210,193,422 29% 71%
TOTAL POPULATION URBAN RURAL
100,000,000 8%
INTERNET USERS INTERNET PENETRATION
38,045,000 3%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
858,370,000 71 %
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

4. 50%
OF THE INDIAN POPULATION
IS BELOW THE AGE OF 25
we are social SOURCE: INDIA CENSUS 2011

5. 72%
OF INDIA’S POPULATION
STILL LIVE IN RURAL AREAS
we are social SOURCE: INDIA CENSUS 2011

6. (! )!
MORE PEOPLE LIVE IN RURAL INDIA
THAN LIVE IN THE WHOLE OF THE USA
AND WESTERN EUROPE COMBINED
we are social SOURCE: INDIA CENSUS 2011 DATA COMPARED TO UN DATA

7. GROWTH IN THE
NUMBER OF INTERNET USERS
IN INDIA OVER THE PAST 12 MONTHS:
25%
we are social SOURCE: INTERNET WORLD STATS

8. 20,000,000
PEOPLE IN INDIA USE
THE INTERNET EACH DAY
we are social SOURCE: TECHONZO, AS CITED IN PENN OLSON

9. …BUT ONLY
2%
OF RURAL INDIANS
USE THE INTERNET
we are social SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA

10. 59%
OF INDIA’S INTERNET USERS ONLY EVER
ACCESS THE INTERNET VIA MOBILE DEVICES
we are social SOURCE: MOBITHINKING

11. THE AVERAGE INTERNET
USER IN INDIA SPENDS
26 MINUTES
ONLINE EACH DAY
we are social SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA

12. 70%
OF INDIA’S INTERNET
USERS ARE MALE
we are social SOURCE: TECHONZO, AS CITED IN PENN OLSON

13. THERE ARE AROUND
8,000
INTERNET CAFÉS ACROSS INDIA
we are social SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

14. 60%
OF INDIAN INTERNET
USERS STILL USE WEB CAFÉS
we are social SOURCE: BUDDE COMM, AS CITED IN INTERNET WORLD STATS

15. 18%
OF INDIA’S RURAL INTERNET
USERS HAVE TO WALK MORE THAN
10KM
TO ACCESS THE INTERNET
we are social SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA, APRIL 2011

16. we are social
? 31%
OF THOSE LIVING IN RURAL PARTS OF
INDIA HAVE NEVER HEARD OF THE INTERNET
SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA, APRIL 2011

17. (! )!
THAT EQUATES
TO MORE PEOPLE
THAN THE TOTAL
POPULATION OF
BRAZIL
we are social SOURCE: UN DATA

18. 70%
OF INDIAN INTERNET USERS
WATCH ONLINE VIDEOS
we are social SOURCE: COMSCORE

19. 13,000,000
INDIANS ARE REGISTERED ON
MATRIMONIAL DATING SITES
we are social SOURCE: TECHONZO, AS CITED IN PENN OLSON

20. INDIAN NETIZENS SPEND
AN AVERAGE OF
3 HOURS
ON SOCIAL MEDIA
SITES EACH MONTH
we are social SOURCE: INTERNET AND MOBILE ASSOCIATION OF INDIA

21. SOCIAL NETWORK USER NUMBERS IN INDIA:
FACEBOOK ORKUT TWITTER LINKEDIN
38M 28M 13M 13M
we are social SOURCE: TECHONZO, AS CITED IN PENN OLSON

22. THE NUMBER OF FACEBOOK
USERS IN INDIA HAS GROWN BY
37%
IN THE PAST 6 MONTHS
we are social SOURCE: SOCIALBAKERS

23. FACEBOOK DEMOGRAPHICS IN INDIA
55-64: 65+:
3% 1%
45-54:
3%
35--44: 13-17:
7% 13%
FEMALE:
28%
25-34: MALE:
28% 72%
18-24:
48%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

24. TOP FACEBOOK PAGES IN INDIA
# BRAND PAGE LIKES GROWTH
1 TATA DOCOMO 4,496,772 23.69%
2 KINGFISHER 2,594,325 9.71%
3 VODAFONE ZOOZOOS 2,494,963 2.95%
4 MUMBAI INDIANS 2,287,797 4.51%
5 FASTRACK 2,248,214 7.45%
6 AXE ANGELS CLUB 2,015,746 0.54%
7 PEPSI INDIA 1,728,412 3.19%
8 SHOPPERS STOP 1,613,342 11.86%
9 NIKE CRICKET 1,545,628 0.95%
10 PLAYUP CRICKET 1,426,142 28.29%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

25. GAMES ARE THE MOST POPULAR
ACTIVITY ON FACEBOOK IN INDIA
we are social SOURCE: PENN OLSON

26. NUMBER OF LINKEDIN USERS IN INDIA:
12,838,000
we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

27. INDIA HAS THE SECOND
HIGHEST BASE OF LINKEDIN
USERS IN THE WORLD
we are social SOURCE: SOCIALBAKERS

28. TWO THIRDS
OF INDIAN INTERNET USERS CHECK
ONLINE REVIEWS BEFORE BUYING PRODUCTS
we are social SOURCE: TECHONZO, AS CITED IN PENN OLSON

29. ESTIMATED VALUE OF E-COMMERCE IN INDIA IN 2011:
US$ 10 BILLION
we are social SOURCE: PENN OLSON

30. THAT EQUATES TO AROUND
US$ 100
PER INTERNET USER
we are social SOURCE: BASED ON DATA FROM PENN OLSON AND INTERNET WORLD STATS

31. 67%
OF INDIAN E-COMMERCE
COMES FROM MOBILE DEVICES
we are social SOURCE: GOOGLE, AS CITED IN THE NEXT WEB

32. 40%
OF GOOGLE SEARCHES IN INDIA
ARE CONDUCTED ON MOBILE PHONES
we are social SOURCE: GOOGLE, AS CITED IN THE NEXT WEB

33. THE NUMBER OF
MOBILE SUBSCRIBERS IN
INDIA IS GROWING AT AN ANNUAL RATE OF
34%
we are social SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

34. THERE ARE ROUGHLY
290,000,000
MOBILE SUBSCRIBERS IN
RURAL AREAS OF INDIA
we are social SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

35. PENETRATION OF MOBILE PENETRATION OF TV
SUBSCRIPTIONS IN INDIA: IN INDIAN HOUSEHOLDS:
VS
71% 61%
we are social SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011; TAM MEDIA RESEARCH, 2011

36. GROWTH RATES INDICATE THERE WILL BE ROUGHLY
200,000,000
NEW MOBILE SUBSCRIBERS IN INDIA THIS YEAR
we are social SOURCE: BASED ON DATA FROM THE TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

37. (!
THAT’S LIKE ADDING THE TOTAL
POPULATION OF RUSSIA )!
we are social SOURCE: UN DATA

38. THERE WERE
346,670,000
MOBILE DATA SUBSCRIBERS
IN INDIA IN JUNE 2011
we are social SOURCE: TELECOM REGULATORY AUTHORITY OF INDIA, JUNE 2011

39. (! )!
THAT’S MORE THAN
THE ENTIRE POPULATION
OF THE UNITED STATES
we are social SOURCE: UN DATA

40. 13 BILLION
ADVERTS ARE SERVED TO MOBILE
DEVICES IN INDIA EVERY MONTH
we are social SOURCE: BASED ON DATA FROM INMOBI AND BUZZCITY

41. (! )!
THAT’S MORE THAN
5,000
AD IMPRESSIONS
EVERY SECOND
we are social SOURCE: BASED ON DATA FROM INMOBI AND BUZZCITY

42. $
ESTIMATED VALUE OF THE INDIAN MOBILE
VALUE-ADDED SERVICES INDUSTRY IN 2011:
US$ 3.6 BILLION
we are social SOURCE: DELOITTE

43. $
THAT EQUATES TO ROUGHLY
US$ 4.20
PER SUBSCRIBER
we are social SOURCE: BASED ON DATA FROM DELOITTE AND WIKIPEDIA

44. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social

45. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
we are social