Digital Media Analysis on Growing Up Milk (GUM) category in Sri Lanka (in 2017) Statistics are sourced from multiple publicly available sources as mentioned in the presentation.

1. GUM Category
in Sri Lanka

2. TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSC RIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
2017 A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
85 NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
SRI LANKA
20.86 6.26 4.90 26.36 4.20
MILLION
URBANISATION:
18%
MILLION
PENETRATION:
30%
MILLION
PENETRATION:
23%
MILLION
vs. POPULATION:
126%
MILLION
PENETRATION:
20%

3. INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE
SUBSC RIPTIONS
ACTIVE MOBILE
SOCIAL USERS
JAN
2017 YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS (vs. JANUARY 2016)
ANNUAL DIGITAL GROWTH
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY
86 AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING;
EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT.
+10%
SINCE JAN 2016
+40%
SINCE JAN 2016
+2%
SINCE JAN 2016
+50%
SINCE JAN 2016
+565
THOUSAND
+1 MILLION +530
THOUSAND
+1 MILLION

4. LAPTOPS &
DESKTOPS
MOBILE
PHONES
TABLET
DEVIC ES
OTHER
DEVIC ES
SHARE OF WEB TRAFFIC BY DEVICEJAN
2017 BASED ON EACH DEVICE’S SHARE OF ALL WEB PAGES SERVED TO WEB BROWSERS
87 SOURCES: STATCOUNTER, JANUARY2017.
26%
YEAR-ON-YEAR CHANGE:
-10%
72%
YEAR-ON-YEAR CHANGE:
+4%
2%
YEAR-ON-YEAR CHANGE:
+8%
0%
YEAR-ON-YEAR CHANGE:
0%

5. TOTAL NUMBER OF
MONTHLY ACTIVE
FACEBOOK USERS
PERCENTAGE OF
FACEBOOK USERS
ACCESSING VIA MOBILE
PERCENTAGE OF
FACEBOOK USERS USING
FACEBOOK EACH DAY
FACEBOOK USAGE ANALYSISJAN
2017 A BREAKDOWN OF FACEBOOK USERS BY DEVICE, FREQUENCY OF USE, AND GENDER OF USER
1
88 SOURCES: EXTRAPOLATION OF FACEBOOK DATA, JANUARY2017.
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS FEMALE
PERCENTAGE OF
FACEBOOK PROFILES
DECLARED AS MALE
86% 49% 30% 70%4.90
MILLION

6. TOTAL NUMBER
OF MOBILE
C ONNEC TIONS
MOBILE CONNECTIONS
AS A PERCENTAGE OF
TOTAL POPULATION
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE PRE-PAID
PERCENTAGE OF
MOBILE CONNECTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
CONNECTIONS THAT ARE
BROADBAND (3G &4G)
MOBILE CONNECTIONS BY TYPEJAN
2017 BASED ON THE NUMBER OF CELLULAR CONNECTIONS / SUBSCRIPTIONS (NOTE: NOT UNIQUE INDIVIDUALS)
89 SOURCES: GSMA INTELLIGENCE, Q4 2016.
10% 47%26.36 126% 90%
MILLION

7. Stat Counter October 2017

8. Stat Counter October 2017

15. Competition
53,541
7,180
17124
0 0 0 0
Pediapro Kabrita Pedia Plus Nan Grow Enfagrow Enfamil LactoGrow
Facebook Community
Facebook Community
No Facebook presence

16. Social Media
Communities
and
Businesses
targeting
the same
target
audience as
(Brand X)
Community Size
Mumzcare 73,687
Mums in Colombo 44,976
Bambino 25,297
Baby Zone 21,733
Baby Corner 21,290
Diaper Bank 43,750
Cuddles & Snuggles 27,869
Mathru 64,020
Pic-a-boo Baby
Photography
42,961
Kidsberry 31,413
Baby Care 34,446
Kids Land
Babybear 23,365

17. Social Mothers in Sri Lanka

18. Social
Mothers in
Sri Lanka

19. Social Mothers in Sri Lanka

20. Social Mothers in Sri Lanka

21. Thank You!