This document summarizes digital, mobile, and social media statistics in India from various sources as of April 2011. It finds that 50% of Indians are under 25, 72% live in rural areas, and mobile penetration exceeds 67% of the population. Internet penetration is lower at around 8% but growing rapidly, especially among younger Indians. Social media use is also increasing, with over 23 million Facebook users, though this is still only about 2% of the population. Mobile phones are the primary access point for many internet activities like videos, games and search.

1. DIGITAL, MOBILE,
AND SOCIAL MEDIA
IN INDIA
BBH DATA SNAPSHOT
APRIL 2011

2. Source: India Census, 2011

3. 50%
of Indians are aged
25 or below
Source: India Census, 2011

4. Indians living in rural areas:
742,500,000
Source: India Census, 2011

5. 72%
Source: India Census, 2011

6. Source: Wikipedia

7. mobile subscribers in India:
791,000,000
Source: Telecom Regulatory Authority of India, April 2011

8. ( )
that’s roughly
67%
of the populaSon
Source: Based on India Census, 2011

9. Source: Telecom Regulatory Authority of India

10. Source: Wikipedia

11. the penetraSon of
mobile phones in
India is more than
50% higher than the
penetraSon of TV
Source: mobile data from Telecom Regulatory Authority of India; TV data extrapolated from growth trends in TAM data as quoted by DeloiJe

12. Indian mobile Indian TV
subscribers:
viewers:
791 vs. 520
million million
Source: mobile data from Telecom Regulatory Authority of India; TV data extrapolated from growth trends in TAM data as quoted by DeloiJe

13. number of SMSes sent via
India’s Airtel network in 2010:
90 billion
Source: Airtel Mobitude 2010

14. that’s more than
2,850
every second
Source: Airtel Mobitude 2010

15. the number of mobile ads served
in India each month exceeds
10 billion
Source: Based on figures quoted in press releases from InMobi, BuzzCity, and AdMob

16. that’s about
3,800
mobile ad impressions
every second
Source: Based on figures quoted in press releases from InMobi, BuzzCity, and AdMob

17. $ Source: DeloiJe

18. which equates to roughly
$4.56
spent on value‐added
services by every Indian
mobile subscriber
Source: DeloiJe

19. Source: Google, as quoted in the Hindustan Times

20. ( )
that’s about
8%
of the populaSon
Source: Based on India Census 2011

21. Source: internetworldstats.com

22. the average Indian web user spends
26 minutes
online each day
Source: Internet And Mobile AssociaPon of India, April 2011

23. 60%
of Indian web users access via
internet cafés
Source: BuddeComm, as quoted by internetworldstats.com

24. ?
31%
unaware
Source: Internet And Mobile AssociaPon of India, April 2011

25. Source: Wikipedia

26. Source: Internet And Mobile AssociaPon of India, December 2010

27. ( )
that’s less than
2%
of the rural
populaSon
Source: Based on India Census 2011

28. 18%
of India’s rural internet
users travel more than
10km
to access the internet
Source: Internet And Mobile AssociaPon of India, April 2011

29. top reason rural Indians are adopSng the internet:
entertainment
Source: Internet And Mobile AssociaPon of India, April 2011

30. $ Source: Penn Olson

31. Source: Penn Olson

32. number of social media users in India:
33,158,000
Source: ComScore, July 2010

33. Indian web users spend
3 hours
per month on social sites
Source: Internet And Mobile AssociaPon of India, April 2011

34. 96%
of Indian IT firms forbid
social media use at work
Source: Livemint via Penn Olson

35. number of facebook users in India:
23,893,800
Source: Facebook, April 2011

36. Source: Wikipedia

37. ( )
…but sSll only
2%
of the Indian
populaSon
Source: Based on India Census, 2011

38. 60%
Source: SocialBakers

39. 79%
of India’s Facebook users
are under 30 years of age
Source: Facebook

40. 50‐59: 60+:
2% 1%
40‐49:
5%
35‐39:
5% 13‐17:
11%
30‐34:
9%
25‐29:
20% 18‐24:
48%
Source: Facebook, April 2011

41. 71%
of Indian Facebook
users are male
Source: Facebook, April 2011

42. most popular acSvity
on Facebook in India:
games
Source: Penn Olson

43. Top brand pages on Facebook in India
# Brand Page Likes Growth
01 Tata Docomo 1,680,211 12.81%
02 Vodafone Zoozoos 1,596,684 21.96%
03 Axe Angels club 1,426,469 12.91%
04 Fastrack 1,245,787 6.71%
05 Mumbai Indians 1,199,454 24.06%
06 Kingfisher 1,140,354 20.17%
07 Pepsi India 1,025,583 11.80%
08 Pizza Hut CelebraSons 927,343 8.25%
09 BlackBerry® India 742,435 5.79%
10 flipkart.com 732,990 3.47%
Source: Facebook via SocialBakers, April 2011

44. 35%
of Orkut’s global traffic
comes from India
Source: Alexa

45. number of Orkut users in India:
18,700,000
Source: ComScore, September 2010

46. number of Linkedin users in India:
9,000,000
Source: Linkedin via Omillion

47. number of twiler users in India:
2,740,000
Source: labnol.org, Nov 2010

48. 70%
of Indian internet users
watch online video
Source: ComScore

49. Indian visitors spent a total of
807,200,000
minutes on ESPNCricInfo.com
during the 2011 ICC World Cup
Source: ESPNCricInfo.com

50. …which adds up to more than
1,500 years
Source: ESPNCricInfo.com

51. internet users in India
access via mobile devices
Source: Penn Olson

52. 59%
of Indian mobile internet
users only access the web
via their mobile phone
Source: MobiThinking

53. Indian mobile internet users
who do not have a bank account:
Source: MobiThinking

54. Nokia’s share of the
Indian mobile market:
59%
Source: InMobi

55. Google’s share of India’s
search market in 2010:
97%
Source: StatCounter.com

56. most searched brand
on Google in India:
nokia
Source: Google Zeitgeist 2010

57. top ‘how to’ query on Google in India:
how to kiss
Source: Google Zeitgeist, 2008 ‐ 2010

59. Simon Kemp (@eskimon)
Engagement Planner, BBH Asia‐Pacific
simon.kemp@bbh‐asiapac.com.sg
+65 6500 3071