Here are some statistics about the growing use of internet in India. (Source IGF, IMRB-IAMAI internet study, iCube report, Google stats)
- 102 million unique internet users in India. This implies 8.8% penetration rate.
- Of the 102 million, 84 million are desktop internet users, 40 million are mobile internet users and 22 million are ‘dual’ users – i.e. use both desktop and mobile interne
- According to industry experts, this number is expected to rise to 250-300 million by 2015. These consumers are far more likely to be meeting their digital needs through mobile phones than through personal computers.
- There has also been a rise in the time spent on internet as the number of hours spent has gone up from 9.3 hrs/week to 15.7 hrs/week between 2008 and 2009; a 70% increase.
- This can be attributed to innovative content delivery, improved applications, downloading music or videos, socializing through social networking sites and micro-blogging
To put this in perspective, let’s compare this to other, more mainstream communication channels:
- 103 million cable & satellite TV users in India (This does not include Doordarshan which is another 34 million users)
- Average time spent viewing TV is 16 hours/ week
- Daily circulation of the top 25 national and regional newspapers in India ranges from 0.6 million to 4.2 million each.
Those were the facts about the medium – clearly Internet in India is no longer a channel that can be ignored by a business. Now let’s take a look at the vehicles: (Growth rates basis unique users in March’10 vs. March’11, Source: adplanner.google.com)
- Web portals like Yahoo!, Rediff, Indiatimes grew at ~35%
- Social networking websites like Facebook grew at a whopping 175%, YouTube grew at 60%, LinkedIn grew at 45%, while Twitter growth was slower in India at 20%. Orkut’s popularity has faded to 20%.
- Blogs are not as popular anymore – Blogger didn’t show any growth in the past year and WordPress grew at 10%. That said, blogs are used as a source for information dissemination and not for entertainment or socializing. Therefore, they may still be useful for certain objectives and audience profiles.
The following table gives a snapshot of the viewership and usage of top 12 websites in India
Not only do the social media sites have an increasing reach but they are also retaining visitors for a longer time.
Need we say more…