Here are some statistics about the growing use of internet in India. (Source IGF, IMRB-IAMAI internet study, iCube report, Google stats)

  1. 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.
  2. 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:

  1. 103 million cable & satellite TV users in India (This does not include Doordarshan which is another 34 million users)
  2. Average time spent viewing TV is 16 hours/ week
  3. 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)

  1. Web portals like Yahoo!, Rediff, Indiatimes grew at ~35%
  2. 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%.Twitter, Facebook, Yahoo, Google, Blogs, Youtube, etc.
  3. 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

Comparing websites

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…

By,

Roshni Jhaveri