An understanding of Indian consumer and the content they consume on digital. Future suggestions based on the study.

1. Indian consumer & the content
they consume on digital
Suggestions based on the above study

2. You seriously need to create content basis your
consumer?

3. Let’s understand the consumer and the content
they consume on digital!

4. TOPICS COVERED IN THIS PRESENTATION
‣ Indian internet user - age wise distribution
‣ Breaking it down to our generation
‣ Deeper understanding of millennials and generation “Z”
‣ B2B Market - An understanding
‣ Suggestions for future

5. INDIAN INTERNET USER - AGE WISE DISTRIBUTION
0
10
20
30
40
15-24 25-34 35-44 45-54 55+
3%
6%
16%
38%37%
Deloitte Digital Media: Rise of On-demand Content

6. MOST POPULAR INTERNET ACTIVITIES IN INDIA
0
5
10
15
20
0.62%
1.88%
2.5%
3.75%3.43%3.75%
5%
4.06%
3.44%
7.5%
6.88%6.88%
6.25%
10.3%
14.38%
19.38%
Download music Listening to music Download videos Online Gaming Waching videos Knowledge website
Reading news Reading classified Watching news Checking scores Cooking website Watch TV Shows
Download shows Doing Research Watching sports Matrimony https://e-intelligence.in/state-of-digital-india/
MAJORITY OF THE POPULATION CONSUMES MUSIC AND VIDEOS

7. TOTAL INTERNET USER
IN INDIA : 550M
Rural
35%
Urban
65%
40 million Indians are
online everyday
There are 1.9 men for
every woman Internet user
in India
7 in 10 Internet users in India
are mobile
371 mn
Mobile Internet
users
160 mn
Digital Video
Viewers
A young nation
with a median age
of 27.6 years

8. LET'S BREAK IT DOWN TO OUR
GENERATION

10. Core Values Discipline
Dedication
Family Focus
Patriotism
Anything is possible
Equal opportunity
Question authority
Personal gratification
Independent
Pragmatic
Entrepreneurial
Self-Reliance
Globally minded
Optimistic
Tolerant
Technology Have assimilated in order to
keep in touch and stay
informed
Used technology to work and
increasingly to stay in touch via
Facebook
Technology assimilated
seamlessly into day to day life
Technology integrated
Early adopters who move
technology forward
Ready to conquer the word
provided there is high connectivity
Learned to swipe before speak
Highly connected
Impatient and Instant minded
Fast decision makers
Lack the ambition
Potential
Designation
Retired
CXO’s, Top decision
making board member
CXO’s, Country head,
Region head
Directors, Senior
management,
Management
Entry level executives,
interns, students

11. SWEET SPOT
Prefer Facebookas their top social
network, mostly because Facebook was the
introduction to the world of Internet for the
most of them
When it comes to UGC, Boomers prefer to
focus on the product service, and like
Millennials – they are more likely to
trust a UGCrather than content created
by the brands
Also known as the “MTV generation” or simply the unsatisfied
slackers.
Gen Xers are quite the big spenders – 23 percent of
online shoppers.
Xers are the smallest demographic group, thus are often
neglected.
Gen Xs prefer Facebookwhile almost completely
ignoring Instagramand are less concerned about other
social networks, although there are Twitter and
LinkedIn users.
This generation that grew up surrounded by
technologyis quite adept at using it as well as navigating
social media and networks
They prefer Facebook and Instagrambut are also
fond of other social networks as well. Snapchat and Pinterest
are giving popularity. If nothing else, they will stop by on Twitter
to see what’s new and what’s trending
For UGC, Millennials prefer blog posts, comments,
pictures, videos and eBooks.The least interesting
content for Millennials is white papers, webinars and quizzes
https://bizzmarkblog.com/how-different-generations-consume-user-generated-content/

12. Baby boomers
spend more time
consuming
content than
other generations
Evening,
between 8 p.m.
and midnight, is
when most
people consume
content
More than a quarter of Millennials use
mobile as their primary device for viewing
content
https://www.inc.com/anna-meyer/2017-inc5000-follow-through-on-promises-like-your-brand-depends-on-it.html
SWEET SPOT

13. The favorite and least favorite content
types remain consistent across all
generations
All generations agree that 300
words is the sweet spot for article
length
Millennials prefer sharing memes
54.76 percent more than Baby
Boomers, and Baby Boomers
prefer sharing images and videos
the most.
https://www.inc.com/anna-meyer/2017-inc5000-follow-through-on-promises-like-your-brand-depends-on-it.html
SWEET SPOT

14. DEEPER UNDERSTANDING OF
MILLENNIALS AND GENERATION “Z”

15. GENERATION Z IN COMPARE WITH MILLENNIAL
36%prefer FB as their preferred social media site 85%prefer YouTube as their preferred social media site
37%prefer real people over celebrities in ads 67%prefer real people over celebrities in ads
52% visit YouTube daily 72% visit YouTube daily
https://www.visioncritical.com/gen-z-versus-millennials-infographics/

16. GENERATION Z IN COMPARE WITH MILLENNIAL
Streaming Videos
Over 1hr/Day streaming TV
47% 51%
Over 1hr/Day watching TV
60% 52%
Visit YouTube Daily
52% 72% https://www.visioncritical.com/gen-z-versus-millennials-infographics/

17. GENERATION Z IN COMPARE WITH MILLENNIAL
Social Media Influence
Most influenced by TV ads
25% 29%
Most influenced by internet ads
17% 18%
Most influenced by social media comments
58% 53% https://www.visioncritical.com/gen-z-versus-millennials-infographics/

18. GENERATION Z IN COMPARE WITH MILLENNIAL
Emails
43% 33%
29% 34%
16% 28%
How should brands reach out to them?
Social media
Online ads
9% 14% https://www.visioncritical.com/gen-z-versus-millennials-infographics/

19. GENERATION Z IN COMPARE WITH MILLENNIAL
40% 60%
Preference of cool product
Preference of cool experience
77% 23%
Ads that capture attention
20% 27%Ads that have celebrities in them
31% 20%Ads that have emotional connect
https://www.visioncritical.com/gen-z-versus-millennials-infographics/

20. KEY TAKE-AWAYS w.r.t. CONTENT
Prefers facebook
Reads more and focus more on
product and services
More than 80% of boomers still prefer
desktops and laptops rather than
tablets or phones
Consumes more world news and
politics than other generations –
94.7% more than millennials
Baby boomers consume the most
content in the morning (between 5am
and noon).
Prefers Facebook the most along
with LinkedIn and Twitter
Big online spenders
Pretty tech-savvy, and are online for
content like entertainment and
healthy living
Consumes most of the content in the
evening than any other time (8pm to
midnight), and also prefer desktops
and laptops like baby boomers
Largest living generation with more
than 75.4 million members
Enjoys content on entertainment and
technology
Consumes video content and likes
emotional connect
Believes in UGC and real people than
celebrities
Consumes content in the evenings
8pm to mid-night mostly on mobile
Prefers FB and Instagram the most
Consumes most of the content
on YouTube
First one’s to try newer social
platforms
By 2018, they will reach 80
million members
Prefers social networks like
Snapchat and Instagram over
Facebook, Twitter and LinkedIn.
Influence parents in buying a
product
Spends 15.4 hrs per week
consuming content online

21. B2B MARKETERS -
AN UNDERSTANDING

22. B2B MARKETERS - AN UNDERSTANDING
Customer Experience Balance
Build customer loyalty
Customer-focused techniques should be used at all
touch points
Executive Branding
Shift from individuals to individuals as buyers and
individuals as the voices of the company
Visual Content Marketing
Content should be engaging, compelling, and
shareable
Native Advertising
It’s much less intrusive, can provide educational
benefits for the reader
https://www.forbes.com/sites/steveolenski/2017/01/20/13-marketing-trends-for-2017-that-b2b-marketers-need-to-understand/2/#62d2867f292a

23. B2B MARKETERS - AN UNDERSTANDING
Experiential marketing
Creates an opportunity for to truly experience the
brand, whether in a virtual setting or in person
Mobile Marketing
Responsive design allows a website/creative/
communication to be more easily viewed on
smartphones, tablets, and notebooks.
Influence Marketing
Focus on micro-influencers which typically have fewer
followers and less reach than their mainstream
counterparts, but tend to be a lot more focused on one
specific topic.
Agile Marketing
Smarter way of working by eliminating ad-hocs
through technology advancement
https://www.forbes.com/sites/steveolenski/2017/01/20/13-marketing-trends-for-2017-that-b2b-marketers-need-to-understand/2/#62d2867f292a

24. A look at the market
disruption and the emerging
opportunities

25. DISRUPTIONS
1. Penetration of smart devices 2. Changing demographics
3. Increase in internet speed and penetration

26. DISRUPTIONS
4. Digital ad spend
5. Mobile macro payment wallet
Hindu Business Line, http://www.thehindubusinessline.com/catalyst/the-future-of-mobile-wallets-in-india/article8332085.ece
Indian Express, The Hindustan Times, http://indianexpress.com/article/technology/tech-news-technology/mobikwik-sees-400-rise-in- transactions-post-demonetisation/; http://www.hindustantimes.com/business-news/
paytm-transactions-exceed-combined-usage-of-credit- debit-cards-in-india/story-4yiLcdQnpDM50dtM2dwiSN.html http://www.medianama.com/2015/08/223-paytm-hits-100-million-users/
The New Indian Express, http://www.newindianexpress.com/business/2016/nov/15/paytm-unveils-its-multilingual-interface-with-10-regional -languages-1538849.html
Nearly 130% growth in ad digital
spend as compared to only 54% growth
in traditional media

27. Market preferences between video on demand
and live TV digital platform
With the increasing growth in video audience and consumption, the Indian market provides an opportunity
for international studios and content owners to showcase their content and garner additional revenues.
1. Online video audience in India (in mn)
OPPORTUNITY
PENETRATION
OF APPS: REACH
35%
PENETRATION
OF APPS: REACH
14%
Video on demand Live TV

28. SHORT FORM CONTENT
The average length of video viewed in India is 20 minutes
62% of the content consumed on YouTube is Short Form Content
MOBILE DRIVEN
YouTube is 35%accessed by of smartphone users
2. Snackable Content
OPPORTUNITY
YOUTH DRIVEN
The 15-24 and 25-34 age categories constitute 80%of the users

29. CURATED CONTENT/PLAYLISTS
Expert curated playlists are more popular than the albums with
about 33%more clicks” -Airtel Wynk
LOW WILLINGNESS TO PAY FOR CONTENT
0.5-1million pay for content, out of ~100 million digital users
2. Snackable Content
OPPORTUNITY
This evolving trend has led content producers like Eros International Viacom18
and Star India to focus on exclusive and snackable content

30. 3. OTT and MCN
OPPORTUNITY
Driven by the exponential growth of video consumption
over digital media, video OTT platforms have been a key
focus areas for the leading media conglomerates and
start-ups alike.
Within this burgeoning market, each of these different
players are trying to build a niche with the audience
through their individual strengths across content,
experience and eCommerce.
OTT Market in India - Different categories of players

31. 4. E-celebrities
OPPORTUNITY
Number of these talents has gained mass popularity nationally and
internationally on YouTube and other such digital platforms.
Marketers are actively tying up with these celebrities to leverage their
growing popularity and promote product and service offerings and
thereby increasing brand awareness and ‘viral’ presence.
Nisha Madhulika, Bhuvan Bam, Sanam Puri have more than1 mn
subscribers each. It is expected that such talents would be partnered
extensively by content and brand players to build offerings for
consumers on different digital platforms.

32. 5. Regional content proposition
OPPORTUNITY
Regional News:
Regional news consumption is on the rise, with
signicant traffic coming from rural and semi-urban
regions. This has given rise to several digital media
companies focused on key regional and vernacular
markets.
Vernacular video content:
The preference of the Indian consumers towards
vernacular and regional language content is constantly
on the upswing, with 93% of the time spent on videos
in Hindi and other regional languages.
Digital content producers can thus look at
aggregating / producing vernacular content to
capture the next set of users.

33. DISRUPTION = OPPORTUNITY
DISRUPTIONS
2ND LARGEST SMART PHONE MARKET BY 2017
54% OVER THE AGE OF 25 BY 2018
Face of new digital India is expected to be far more diverse with strong youth
centric demographic
HIGH SPEED BROADBAND PENETRATION TO BREACH
53% BY 2020
High speed broadband and increased internet penetration with development
of infrastructure
DIGITAL AD SPEND SHARE OF OVERALL AD SPEND
TO CROSS 20% BY 2020
Allocation to digital ad spends to increase dramatically within overall
advertising spend as it is close to the lowest globally
15X INCREASE IN MOBILE WALLETS IN LAST YEARS
Increased usage of payment wallet and operator billing model to drive micro
payments
OPPORTUNITIES
High consumption of digital media
especially video (450 million by 2020)
‘Snackable’ content consumption driving
the growth with user engagement being
driven through Apps
OTT and MCN platforms capturing
growth in video and music streaming
consumption
Growth of e-celebs on the digital
platforms
Growth of regional and vernacular
content
A significant shift is observed towards
mobile gaming from traditional formats
like console and PC gaming (87% CAGR
during 2016 - 2020 )
Opportunity for international studios and
content owners to showcase their content and
garner additional revenues
Opportunity for content producers by focusing
on short form or exclusive content
Opportunity for international studios and
content owners to showcase their content and
garner additional revenues
Partner to leverage their digital following
through different content marketing
approaches
Aggregating and producing vernacular content
may help capture larger share of users in India
With in-app advertising and purchases, the
mobile gaming space has witnessed a lot of
traction, especially on the freemium model
http://www.ey.com/Publication/vwLUAssets/EY-digital-opportunity/$FILE/EY-digital-opportunity.pdf

34. Ok now!
Let’s give some
suggestions for future

35. SUGGESTIONS FOR FUTURE
http://www.ey.com/Publication/vwLUAssets/EY-digital-opportunity/$FILE/EY-digital-opportunity.pdf
OTT market partnerships1.
2.
Niche content and communities
‣ Children & women centric content has gained interest in the
recent past and many players are currently looking to create
content in this genre. Eg: Yoboho, Chuchu TV etc.
‣ With the changing demography & psychography of the digital
audience, there is an opportunity to build TG centric content
Building India as digital engine
‣ The Indian market has a vibrant IT/technology backed
ecosystem on which the now thriving start-ups have emerged
‣ Several global conglomerates also have set up their dedicated
product development centre out of India providing solution on
emerging areas big data, analytics, IOT, etc. areas.
‣ For example, global players like TechniColor have set up their
animation studios in India to serve as the shared services
centre catering to global operations
3.

36. SUGGESTIONS FOR FUTURE
http://www.ey.com/Publication/vwLUAssets/EY-digital-opportunity/$FILE/EY-digital-opportunity.pdf
Media Dark Consumer: The media dark consumer segment could be targeted through customized
offerings that could be built along with telco or other such wider access means such as entertainment through
phone calls (Effectively used by Hindustan Unilever’s ‘Kan Khajura Tesan’ platform)
Regional Vernacular Consumer Segment:Targeting the local/ vernacular language speaking
audience by creating special offerings for these segments on traditional and digital platforms. Dainik Bhaskar and
Vikatan cater to these segments by catering to content in regional languages through both traditional and digital
platforms
Urban English Consumer Segments:Global and Indian content offerings could be targeted at this
customer segment by enabling differentiated offerings such as snackable content, opinion driven content, video
formats, etc.
Differentiate between urban english and vernacular
propositions
‣ Digital penetration in vernacular and media dark segments will be the two main sources driving the digital
consumer acquisition in future
4.

37. Thank You!

38. Summey Hanshika
Digital Strategist
https://www.linkedin.com/in/summeyhanshika/