Published on February 19, 2014
Global Snapshot Series: India
India Basic Information SapientNitro | India | 01.08.14 2
INDIA Basic Information India can boast an impressive amount of languages spoken throughout the country. Hindi is the most widely spoken language and primary tongue of 41% of the people. There are 14 other official languages: Bengali, Telugu, Marathi, Tamil, Urdu, Gujarati, Malayalam, Kannada, Oriya, Punjabi, Assamese, Kashmiri, Sindhi, and Sanskrit. Hindustani is a popular variant of Hindi/Urdu spoken widely throughout northern India but is not an official language. POPULATION 1,220,800,359 2nd Largest in the world POPULATION English enjoys the status of subsidiary official language but is the most important language for national, political, and commercial communication. SapientNitro | India | 1.8.2014 BELOW POVERTY LINE 30% 31% URBAN POPULATION 3
INDIA Basic Information The consumption of social media is expanding among young, highly-connected Indians. In November 2013, Mumbai was among the top 10 Facebook cities globally, behind Bangkok, Jakarta and London but ahead of Buenos Aires. Ethnicity Religion Hindu 75% 25% 3% IndoAryan Dravidian Mongoloid and other Muslim Christian Sikh SapientNitro | India | 1.8.2014 80% 13% .1% 2% 2% Unspecified Other 2% 4
India Internet SapientNitro | India | 01.08.14 5
INDIA Internet Much of India’s landmass is rural and “untouched by modern infrastructure” making it difficult to extend internet access to the population. Indeed, eMarketer estimates that just 5.8% of households would have a fixed connection in 2013. While penetration appears low at only 13% of the population, that small number is extremely significant considering India has the second largest population in the world – bring it’s internet users to a estimated 161 million users. A large number compared to other countries. SapientNitro | India | 1.8.2014 13% 13.2% of population are internet users, equaling approximately 161 million internet users. Fixed lines have fallen 21% since 2007 while mobile connections are on the rise – increasing 270%. Larger penetration rates may be only a matter of time as the government sets goals of extending service to rural areas. 5.8% of households have a fixed broadband connection. 6
INDIA Internet India’s internet users are strongly skewed toward young males - 61% were male, and three-quarters were ages 15 to 34; just 9% were 45 or older. However, these numbers may be influenced by the fact that a majority of users access the Internet from Cybercafes rather than home, and private access demographics that are available may be skewed towards those that can afford it. SapientNitro | India | 1.8.2014 Top Sites Visited 1. Google 2. Facebook 3. Google.com 4. YouTube 5. Universo Online Age of Internet Users 15-24 25-34 35-44 45-54 55+ 36% 39% 16% 6% 3% 39% 61% 7
India Social SapientNitro | India | 01.08.14 8
INDIA Social A large majority of India’s internet users are social network users – in 2013, 127.5 million internet users (78.9%) visited social sites at least once per month – and the numbers are growing. 79% of the online population used social sites at least monthly in 2013. The number of users grew by 46% in 2013. 2011 2012 2013 2014 2015 SapientNitro | India | 1.8.2014 60.3% 94% 71% 78.9% 83% 87.2% By 2017, 82% of India’s internet population will be social network users, and estimated 283 million users. 9
INDIA Social The United States is the only country that has more Facebook users than India, and it has the largest number of Facebook users of any developing country in the world. One major catalyst has been the growing number of mobile and smartphone connections, especially in rural areas, that has made Facebook accessible to a larger audience. SapientNitro | India | 1.8.2014 Top Social Sites Visited 1. Facebook 2. Youtube 3. Blogspot.in 4. LinkedIn 5. Wordpress Facebook Users 13-15 16-17 18-24 25-34 35-44 45-54 55+ 5% 8% 48% 28% 7% 3% 2% 28% 73% 10
India Mobile SapientNitro | India | 01.08.14 11
INDIA Mobile 43% of the population may seem small, but considering India’s population size and the fact that its Internet penetration was only 13.2%, this is a significant number. In fact, more of the population has access to a smartphone than to the Internet from a desktop – the accessibility of mobile technology has helped bridge the divide in India that the country’s landmass has created. 14% of mobile phone users are smartphone users, estimated to grow to 25% by 2015. 43% of the population are mobile phone users. 70% browsed the Internet 68% took a photo or video Mobile Operating System Share 68% listened to music 32% 21% 16% 14% Series 40 SapientNitro | India | 1.8.2014 Key Mobile Activities Android Samsung 67% sent or read email SymbianOS 62% accessed a social network 12
INDIA Mobile India’s smartphone audience more than doubled in 2012 but is still relatively tiny, as one would expect in a country where only a minority have significant disposable income. According to Nielsen, just 14% of mobile subscribers ages 16 and older had a smartphone in the first half of 2013. Mobile Phone Owners 12-15 16-19 20-29 30-39 40-54 55+ 11% 11% 24% 20% 16% 16% SocioEconomic Status: Upper/Upper Middle Class 31.4% 47% 53% Middle Class 22.6% Working Class 46% Digital Ad Spend in US$ Millions. 2010 2011 2012 2013 2014 SapientNitro | India | 1.8.2014 $109 $142 $191 $421 Expenditure on mobile search and display ads (excluding message-based formats) is expected to be just $19.0 million in 2013 but will likely exceed $191 million in 2017. $526 13
India Ecommerce SapientNitro | India | 01.08.14 14
INDIA Ecommerce Due to more secure options of payment such as Cash on Delivery, consumers in India are gaining trust in online purchasing. Common among all leading internet retailers was the idea of one-stop shopping; large product ranges in a single website as opposed to single brick and mortar stores. SapientNitro | India | 1.8.2014 Top Internet Commerce Sites 1. Dell India Pvt Ltd Indian’s spent $2.98 Billion 2. Myntra.com dollars shopping online in 2013. 3. Future Value Retail Ltd In 2012, Internet retailing showed a 4. Rediff.com India Ltd 5. Jabong.com growth in current value of 30%. 15
INDIA Ecommerce Jabong.com with its card payment facility for cash on delivery will be the strongest operator in the forecast period. Between January to August 2012, the company gave tough competition to market leaders like Flipkart and Myntra in terms of visitors. With its super-fast delivery system and extremely varied products Jabong will witness the strongest sales in 2012-2017. Total Retail Internet Retail Value in 2012 18% Consumer Electronics SapientNitro | India | 1.8.2014 15% Apparel 14% 2% 1% Media Products Consumer Appliances Consumer Healthcare 16
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