Sterling master class digital
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The document summarizes key trends in digital India and social media usage. It notes that India now has over 400 million internet users and over 130 million active social media users. Mobile internet usage is growing rapidly, with over 80% of Facebook traffic coming from mobile. WhatsApp is the dominant messaging platform. Video consumption is increasing significantly, especially through social media apps like WhatsApp. The highest mobile internet usage is in the evenings. It provides case studies and highlights that organic social media reach for brands is now almost zero, so paid promotion is important. Emerging trends include live streaming, auto-play videos, virtual reality and the growth of native advertising.
Sterling master class digital
- 2. What are we covering today ď Rise of Digital India ď Mobile India âSnapshot ď Social Networks in India ď Case Studies ď Social Trends ď Key Takeaway ď Q&A
- 4. The rise of digital India Total Population Total internet users Active social media users Unique mobile users Active mobile social users 1,336 million 402 million 134 million 590 million 97 million YOY Growth â 44% YOY Growth â 13% YOY Growth â 5%YOY Growth â 26% Source: We Are Social | Sep 2015
- 5. Mobile India in a Glance 150 Times we check our phone a day ďŹ Of Mobile time is spent on Gaming Mobile Data Traffic in Mar, 2015 Backed by Video Growth 82% yoy Growth Source: IAMAI, comScore 89% Of daily FB traffic comes from Mobile 171 Mn Smartphone Users 47% of Smartphones Shipped are sub- $100 85% of Smartphones Shipped are Dual SIM 1 in 3 Mobile Phone Users Access Mobile Internet on a Feature Phone every month
- 6. ⢠Top Genres Usage Urban young males dominate, rural growth to accelerate India Online: Gender Distribution 1/100 Tablet users 99 113 108 87 105 88 111 120 100 114 114 94 0 20 40 60 80 100 120 140 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 % Reach Usage affinity Source: ComScore, BI Intelligence, IAMAI, Nielsen 36% 39% 16% 6% 3% 15-24 25-34 35-44 45-54 55+ Age India Online: Age distribution India online segments Reach 29% 71% 0 50 100 150 200 250 300 350 400 450 500 Jun 12 Jun 13 Jun 14 Oct 14 Dec 14 Jun 15 Oct 15 Dec 15 Jun 16 Internet Users in India Internet Mobile In Urban India, the ratio is 62:38
- 7. Source: ComScore, BI Intelligence, IAMAI, Nielsen What and how much? 71% Communication 67% Social Networking 59% Entertainment 24% Online Shopping 23% Online Ticketing Several times a day About once a day All 7 days 4-6 times/week 2-3 times/week Once a week 2-3 times a month Less than once a month Daily users
- 8. 1/100 Tablet users Source: ComScore, BI Intelligence, IAMAI, Nielsen 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Points of Internet Access They are accessing Internet at home from their Mobiles 90% of users who access internet through mobile consider them as primary devices for accessing internet
- 9. Digital media is not far behind from TV By 2018, internet user population will be approximately 53 per cent of the total number of TV viewers *Estimated, **Projected, Figures mentioned in Million Source: KPMG in India analysis 0 200 400 600 800 1000 1200 2014 (e) 2015 (p) 2016 (p) 2017 (p) 2018 (p) 2019 (p) Internet vs TV Penetration - India TV Users Internet Users
- 10. Social networks in India Facebook Twitter YouTube LinkedIn Instagram On Facebook, highest no. of users are in the age group of 20-49. On Twitter, users in the age group of 18-29 are most active. LinkedIn being a professional network, users between the age group of 30-49 are most active. Instagram, highest no. of users are in the age group of 18-29 years. 134 million 70 million 23 million 32.5 million 5.9 million
- 11. Social sharing in India Social increasingly an integral part of online experience 84% Indian web users visit social networking site 38% Increase in Indian Online Video Audience in last 12 months 11% Increase in Facebook visitors in the last 12 months 47,041,000 Users visited Facebook on their PCâs 217 Mins spent on FB by an Avg user Source: ComScore
- 12. How India uses Social Media
- 13. Mobile
- 15. The young audience is leading the change in mobile traffic Smartphone penetration in urban areas is at 52% and is expected to reach 90% + by 2019 Smartphone mobile data traffic expected to grow 21 times by 2019 which will be fueled by Affordable devices, Cheaper data and Inherent need for connection Most users access internet on mobile, followed by making calls â 83% Males & 65% females Source: VNI report from CISCO, CCS Benchmark Study 2015
- 16. ⢠Per capita app downloads (number of apps downloaded per 100 users) in India stood at 1.9 versus a global average of 1.7 ⢠India has been the fastest growing mobile app market since 2013 and it continues to be so in 2014. It is forecasted that mobile app downloads will globally triple and grow six folds in India by 2015 Source: Business Standard, App Annie Index, 2014 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% USA China Indonesia India South Korea Malaysia Phillipines France Russia Turkey Share of global app downloads: Top 10 Nations Indians love their apps
- 17. Of the time spent is spent on apps Increase in app usage since 2012 Source : Ericsson Mobility report 2015, Base Mobile broadband users 1/3 65% 40 out of every 100 messages sent are through instant messaging apps Messaging patterns changing WhatsApp remains the hot favorite messaging app of 98% Indian Android users followed by Hike (44%) and Facebook Messenger (37%). WhatsApp is the hero Communication Utility & Productivity Entertainment Other Browsing Games 47% of time spent by users is on communication apps. This is due to their inherent need and lesser quality data requirement. (Base : time spent on apps) Communication apps lead the pack Time spent on Apps Apps keep them occupied
- 18. Video content is now shared and consumed maximum through communication apps Most popular way of watching video is through chat apps â 1 in 3 smartphone user does that For 1/3 of Smartphone owners, phone is only a screen to view online mobile videos 70% prefer video streaming to downloading
- 19. With chat apps being the most popular, smartphone users are now sharing more media and videos over chat. As a result, users are increasingly viewing short snippets of video content or micro-videos. Source : Ericsson Mobility report 2015, Base Mobile broadband users After apps, videos are consumed on social media and video apps
- 20. Highest percentage of audiences accesses internet on mobile between 6 to 9 pm, followed by 9 pm to midnight. A new trend of accessing internet early in the morning is also observed. Males start their mobile internet activity earlier than females. Source : Ericsson Mobility report 2015, Base: Mobile broadband sm users who watch mobile video Highest consumption of internet on mobile in the evenings. A need to remain connected is making mornings a lucrative time band
- 21. Some Cases
- 26. TAKE AWAYS
- 27. 1. THE âRIGHTâ TARGET GROUP
- 28. 2. SOCIAL MEDIA IS INSTANT. ALWAYS EVOLVING. REAL-TIME
- 29. What is essential best practice for real-time social community management?
- 30. ⢠Brands are talking less about the products and more about things our TG can associate visually. ⢠Almost 62% brands focus on having conversations around trending topics ( as and when applicable) ⢠Almost 43% brands say that speedy response to customer comments helps in building a positive brand image. ⢠Instead of YouTube links, upload videos directly to Facebook as it garners more engagements.
- 31. 3. PAYING FOR SOCIAL IS BETTER THAN DOING SOCIAL!
- 32. Facebook Organic Reach is almost Zero. Link: http://bit.ly/1zTyM3w
- 33. Like Facebook, Twitter Zero is also near! Implication on Brands: Organic reach will approach zero, and there will be greater pressure to deploy Twitterâs suite of paid products in support of branded content.
- 34. 4. SEARCH AND E-COMMERCE WILL GO BEYOND GOOGLE TO FACEBOOK AND TWITTER!
- 36. â˘SOCIAL TRENDS ⢠Rise of livestreaming: Periscope ⢠10 years of Periscope content is watched per day, 380 years watched since launch. ⢠TechCrunch ⢠Auto-play videos ⢠An average of over 1 billion video ⢠views on Facebook each day. ⢠YouTube introduces 360 degree videos ⢠Polls are introduced. ⢠Branded emojis take over.
- 37. How ?
- 38. Let consumers be the marketers of your brand
- 39. Digital trends to dominate in 2016 Short Videos Mobile Friendly Virtual Reality Internet of Things New Publishing Options Programmatic Native GIFs & Emoji
- 40. Demand for more visual forms of content The written content market continues to become more saturated, leaving users with a higher demand for more visual forms of content. Forbes
- 41. Mobile will dominate desktop Google became bigger on mobile than desktop in 10 countries.
- 42. Virtual reality will surge Brands have started exploring opportunities associated with virtual reality.
- 43. Native advertising will evolve 70% of individuals want to learn about products through content rather than through traditional advertising.
- 44. Internet of Things will pave new grounds There are 4.9 billion connected things as of this year. By 2020, this number is expected to grow to more than 50 billion objects.
- 45. Questions?
Editor's Notes
- #3: http://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/ https://instantarticles.fb.com/
- #9: 89% of the Monthly Active Users access the Internet at their home followed by office. Of these, 80% of the users who access the Internet at their home, indicate that it is their main place or point of Access
- #17: India vs Pakistan match in ICC World Cup 2015 recorded more than 25 million views on the digital platform in the country which is one of the highest recorded numbers for a single game in a sporting event across the globe in one country
- #28: Right now we have 76% Males. We should reach out to more no of Females as well, considering the products. 1.Facebook Ads with targeting specifically on Females. 2. Frequent social media activities with specific focus on Females.
- #37: Video views grew more than 50% from May through July of this year, and since June there has been an average of more than 1 billion video views on Facebook each day.
- #41: http://www.forbes.com/sites/jaysondemers/2015/10/01/the-top-7-content-marketing-trends-that-will-dominate-2016/
- #43: http://www.engadget.com/2014/03/25/facebook-oculus-vr-2-billion/
- #45: http://www.forbes.com/sites/bernardmarr/2015/10/27/17-mind-blowing-internet-of-things-facts-everyone-should-read/ http://www.gartner.com/newsroom/id/2905717 were already more Internet connected objects than people.
- #46: Right now we have 76% Males. We should reach out to more no of Females as well, considering the products. 1.Facebook Ads with targeting specifically on Females. 2. Frequent social media activities with specific focus on Females.
- #47: http://www.engadget.com/2014/03/25/facebook-oculus-vr-2-billion/