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Rise of India’s Digital ConsumerKedar GavaneDirector, India
kgavane@comscore.com
#SOII12
comScore is a Global Leader in Measuring the Digital World
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Clients 1700+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage 170+ countries under measurement;43 markets reported
Local Presence 32+ locations in 23 countries
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Uni
fied
Dig
ital M
easu
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ent™
#SOII12Presented by : Kedar Gavane, Director, India
PAGE TAGS
PANEL
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Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration
Unified Digital Measurement (UDM) Patent-Pending Methodology
Adopted by 88% of Top U.S. Media Properties
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Broad Client base and deep expertise across key industries
Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology
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Global Trends#SOII12
Global Online Growth Trend
Asia Pac Europe North America Latin America Middle East & Africa
134134213
399
617
121120206
370
574
Jul 11 Jul 12
• Worldwide online audience has grown by 7% in the last 12 months• Asia Pac markets have added over 40 million users and continues to grow strongly
• Latin America and MEA have grown faster with over 11% Y-o-Y growth
7%
8%
3%11% 11%
Unique Visitors (in millions)
15+ Age, Home and Work users
#SOII12Presented by : Kedar Gavane, Director, India
BRIC Nations - Growth Comparison
Brazil Russia China India
62.6
336
5952 44.5
322
49.148.9
Jul 11 Jul 12
6% 20%
41%
5%Unique Visitors (in millions)
15+ Age, Home and Work users
India
62.644.5
• India is the fastest growing online market in the last 12 months• Russia and China have added over 10 million users in the last 12 months and continue to grow
• India’s explosive online growth to continue, as most online categories show below average penetration compared to global averages
#SOII12Presented by : Kedar Gavane, Director, India
Digital consumer achieves critical mass
Jul 11 Nov 11 Mar 12 Jul 12
62.656.3
46.344.5
62.157.7
42.238.5
Shared, Mobile and others15+ age, home and work
July 2011 July 2012
4836
Time Spent (in billion minutes)
July 2011 July 2012
69.954.6
Pages Viewed (in billions)
Unique Visitors (in millions)
83
• Total internet usage of 124.7 million in July 2012, a 41% growth from last year• Engagement metrics have been maintained• With 124 million internet users, India is at a 10% internet penetration
88.5
114124.7
*based on July 2011 to July 2012 data #SOII12
Demographic distribution - Youth driving the growth
0 7.5 15 22.5 30
21.9
23.7
9.7
3.6
1.8
7.51522.5
13.7
15.3
6.5
2.4
1.3
15-24 yrs
25-34 yrs
35-44 yrs
45-54 yrs
55+
Demographic distribution of UVs in %
75%
• 75% of the audience is below the age of 35 yrs, makes it one of the youngest online population
• Females form 39.3% of the total audience• Highest growth seen among 15-24 male and female segments
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
Online Category TrendsJuly 2011-12
#SOII12
Presented by : Kedar Gavane, Director, India
The Super Seven - High growth categories
Games
News
Search
Retail
Health
SN
Travel 41
43
43
43
43
54
60
44
95.5
21.1
59.9
91.5
80.3
40
YoY Growth % Jul’12 Reach %
21.1
41
59.9
• Unprecedented growth in Travel, Search, SN and News, surpassing WW averages• Growth to continue in Retail, Games and Health, as they are below WW averages• Key drivers being content and accessibility• Coupons category has de-grown by 38% as players have moved to allied verticals
Graph based on July 2011 and Jul 2012 data for15+ Age, Home and Work users
The Top 10 Sites - Year on Year growth
0
15
30
45
60
Google Facebook Yahoo! Microsoft Times Internet Wikimedia BitTorrent Network18 Ask Rediff
15.216.419.320.221.922.6
29.3
40.3
52.1
59.7
16.211.9
16.214.91515.9
24.2
36.935.3
42.8
Jul 11 Jul 12Unique Visitors (in millions)
15+ Age, Home and Work users
• 3 out of the top 10 have kept pace with the overall growth• Increased engagement among the top 10 in terms of time spent and pages viewed• The frequency of user visits has also increased over 10-40% among the top 10
39%47%
9%
21%42% 46% 35% 19% 37% -6%
#SOII12Presented by : Kedar Gavane, Director, India
Explosion of News/Info Consumption
Yahoo!-ABC News Network
The Times of India
New York Times Digital
HT Media Ltd
ONEINDIA.COM Sites
India Today Group
IBN Live
NDTV
The Economic Times
The Hindu Group
INDIA.COM NEWS
The Indian Express Group
BHASKAR.COM 3.23.7
4.65.7
6.777.98.5
9.611.111.3
18.720.4
Jul’12 Reach %
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12
50.2
40.835.132.732.6
News/Info
• A 54% growth registered, with multiple access points including mobile and tablets• The reach avg is close to global average of 80% and is still growing• One of the most engaged categories with 5 min per visit
Unique Visitors (in millions)
Chart based on July 2012 data for15+ Age, Home and Work users
Growing NRI consumption among local sites
0%
25%
50%
75%
100%
NDTV IBN Live Times of India Manorama
53%36%22%35%
47%
64%
78%
65%
India NRI
Rediff In.com Cricbuzz ICICI Bank
12%55%32%17%88%
45%
68%
83%
• Sizable international audience visitation key sites including News, Portals, Sports and Entertainment
• Regional newspapers have the highest share of international audience and are the best way to reach out to NRI consumers
• The traffic is growing across categories and we will be looking at reporting it as a separate segment in the coming dayss
% of Unique Visitors
Chart based on July 2012 data for15+ Age, Home and Work users
Online Retail - The boom continues
0
2.5
5
7.5
10
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12
Amazon sites Flipkart SnapdealJabong Myntra Homeshop18Jul 11 Oct 11 Jan 12 Apr 12 Jul 12
37.5
33.3
2927.626.1
Retail
• 3 out of 5 online Indians visit online retail sites, growth of 43%• The category has seen mushrooming of several players across horizontals and verticals• A close battle between Snapdeal and Flipkart in horizontal retail and Jabong and Myntra
in the lifestyle category respectively• Aggressive marketing and consumer need have led to this unprecedented growth
Chart based on July 2012 data for15+ Age, Home and Work users
Unique Visitors (in millions)Unique Visitors (in millions)
#SOII12
Fastest growing Retail categories
Apparel
Consumer Goods
Sports/Outdoor
Home Furnishing
Retail Food
Retail Movies
Comparison Shop 75
76
90
98
100
119
362
15
10
2.1
1.5
2.8
2.9
13.4
YoY Growth % Jul’12 Reach %
• Apparel is the fastest growing retail sub-category, reaching 13% of online users• Consumer Goods, Home Furnishing and Sports have shown early signs of growth and will only grow faster in the coming months
• Flowers/Gifts/Greetings category de-grown by 33%• Comparison shopping is expected to keep pace with retail reach of 60%• Vertical Retail segments will be the fastest growing in coming months
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
Reach in Travel category surpasses WW average
Indian Railways
MakeMyTrip
Yatra Online
Jet Airways
TripAdvisor Media Group
INDIARAILINFO.COM
CLEARTRIP.COM
Expedia Inc
Travora Media
MUSTSEEINDIA.COM
REDBUS.IN 2
2.3
2.6
2.9
3
3.2
3.9
4.6
8.3
11.6
19.2
Jul’12 Reach %
Makemytrip11.6% Yatra
8.3%
Cleartrip3%
Unduplicated reach : 16.4%
• 1 out of 5 online users visit Indian Railways site• High duplication among the OTAs, with customers looking for best fares• Alternative travel options like Bus and Car rentals have picked up in last 12 months
Chart based on July 2012 data for15+ Age, Home and Work users #SOII12
Yebhi $27
Myntra $24
Flipkart $35
Yatra $166
MMT $204IRCTC $17
e-Commerce Transactions in India
All Others2%
cash/COD7%
Mastercard12%
Visa21%
Direct Debit58%
Indian Payment Type Transaction Share, Q2 2012
• Direct debit or Netbanking is the most popular format of the payment• Travel controls the majority of dollars and transactions in the market, driven largely by IRCTC
• COD/Cash payments are more popular in the retail category• IRCTC averages at $17 per transaction and Flipkart stands at $35 per transaction
Average Transaction Sizes (Apr - Jun ’12)
Travel
Retail
Chart based on data for the months between Apr to Jun 2012 for Travel and Retail category
Facebook’s dominance
Linkedin Orkut Twitter Bharatstudent
3.83.83.87.9
3.73.6
12.6
5.8
Jul 11 Jul 12
52.1
35.3
• Facebook has emerged as the market leader in the SN category• The engagement on Facebook is highest among any category• Facebook users spent 3.8 hrs on an average in July 2012 and 17.4 visits per person• Linkedin has also shown over 36% growth in the last 12 months
15+ Age, Home and Work users
Unique Visitors (in millions)
47%
36%-69%
5% 2%
#SOII12Presented by : Kedar Gavane, Director, India
Entertainment - The blockbuster category
Youtube
CBS Interactive
SONGS.PK
omg!Yahoo!
Yahoo! Movies
BEEMP3.COM
DAILYMOTION.COM
ToneMedia
IMDb
MP3RAID.COM 6.2
6.9
7.1
7.2
7.6
7.7
8.8
8.8
14.8
53.7
Jul’12 Reach %
Jul 11 Oct 11 Jan 12 Apr 12 Jul 12
55.8
47.843.6
41.140.6
Entertainment
• Entertainment category has 89% reach, still lower than WW average of 94.1%• Entertainment added 15 million UV’s in the last 12 months• Youtube leads the pack with highest reach in the category• The growth comes from bollywood video and music content, more sites to come up with the opportunity
Unique Visitors (in millions)
#SOII12Presented by : Kedar Gavane, Director, India
Mixed growth in other categories
zigwheelsCardekho
CarwaleGaadi
oncars 1.5
1.8
2.7
2.8
3.6
Automotive 17.8
99acresmagicbricks
commonfloorindiaproperty
makaan 0.7
1
1.1
1.8
1.8
Real Estate 8
SBIICICI
HDFCMoneycontrol
Indian overseas 6.7
7.1
8.6
9.2
9.5
Finance 56.6
NaukriTimesjobsMonsters
ShineIndeed 4.6
4.7
6.6
6.6
13.3
Career services 43.3
Automotive - 18% growth
Real Estate - 38% growthBiz/Finance - 35% growth
Career Services - 30% growth
#SOII12Presented by : Kedar Gavane, Director, India
Online Video continues to soar
Jun 2011 Oct 2011 Mar 2012 Jun 2012
44.542.334.832.4
Video Viewers (in millions)
Jun 2011 Jun 2012
3.4
1.9
Videos viewed (in billion)
• Online video viewers in India have grown over 37.3%• The engagement has reached 3.4 billion videos every month• 52% of the total videos belong to the entertainment category• YouTube top channels are related to Bollywood• Video advertising has grown proportionally with growing
inventory
373
433455 459
Min per viewer
15+ Age, Home and Work users
TseriesVevo
YoBoHoEros
ShemarooRajshri 7.4
7.5
8.4
9
12.9
13.4
Top YouTube Channels
Video Views (Millions)
Mobile Engagement - The Growing Phenomenon
0%
25%
50%
75%
100%
Android iOS RIM Symbian
45%72%75%50%
55%
28%25%
51%
Mobile Access Wifi
• The pages viewed on mobile has grown from 3% in July ’11 to 7% in July ’12• Mobile and tablets access contribute to 7% of Indian online pages viewed• Food, Travel information, online trading are popular categories on tablets• ioS forms 80% of the tablet market share by page requests
Weather Telecom SportsEnt - Music
25%24%25%54%
74%75%74%
44%
PC Mobile Tablet
iOS4%
Symbian16%
Android16%
RIM1%
Others63%
Device Essentials - Jun 2012, data based on total pageviews as the universe
Access Type by OS
Market Share of OS
Top categories by % share
#SOII12
Future Trends in India - A Summary
• Smartphones and tablets to drive engagement and usage further through WiFi access• Explosive growth expected in Games, Health, News and Retail categories.• Entertainment will be the key content growth area across mobile and PCs• Categories like Travel, News and Career services to continue steady growth • Increase in Cash-On-Delivery market share with great share of transactions from Retail• Online advertising to aid brands in reaching younger audiences
Questions?
#SOII12
Thank youRise of India’s Digital Consumer
Kedar GavaneDirector, India
kgavane@comscore.com