Rise of India s Digital Consumer

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1 Rise of India s Digital Consumer Kedar Gavane Director, India

2 comscore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients worldwide Employees 900+ Headquarters Reston, VA Global Coverage 170+ countries under measurement; 43 markets reported Local Presence 32+ locations in 23 countries

3 Global Coverage, Local Presence

4 comscore Digital Business Analytics Unified Digital Measurement User Analytics Advertising Analytics Mobile Analytics Audience Measurement Site Analytics Vertical Market Solutions Social Analytics Copy Testing Campaign Verification Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Customer Experience & Retention Management Presented by : Kedar Gavane, Director, India

5 Unified Digital Measurement (UDM) Establishes Platform For Panel + Census Data Integration Global PERSON Measurement Global MACHINE Measurement PANEL PAGE TAGS Unified Digital Measurement (UDM) Patent-Pending Methodology Adopted by 88% of Top U.S. Media Properties Presented by : Kedar Gavane, Director, India

6 Broad Client base and deep expertise across key industries Media Agencies Telecom/Mobile Financial Retail Travel CPG Pharma Technology

7 Global Trends

8 Global Online Growth Trend 7% Unique Visitors (in millions) Jul Age, Home and Work users 8% 574 3% % Asia Pac Jul 12 Europe 213 North America % Latin America Middle East & Africa 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 Presented by : Kedar Gavane, Director, India

9 BRIC Nations - Growth Comparison 5% Unique Visitors (in millions) Jul 11 Jul 12 41% 15+ Age, Home and Work users % 6% Brazil Russia China India 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 Presented by : Kedar Gavane, Director, India

10 Digital consumer achieves critical mass 15+ age, home and work Shared, Mobile and others Time Spent (in billion minutes) Unique Visitors (in millions) Jul 11 Nov 11 July July 2012 Pages Viewed (in billions) Mar 12 Jul 12 July July 2012 Total internet usage of 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 *based on July 2011 to July 2012 data

11 Demographic distribution - Youth driving the growth yrs % yrs yrs yrs Demographic distribution of UVs in % % 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 male and female segments Chart based on July 2012 data for15+ Age, Home and Work users

12 Online Category Trends July Presented by : Kedar Gavane, Director, India

13 The Super Seven - High growth categories YoY Growth % Jul 12 Reach % News Search 43 Retail 43 Health 43 SN 43 Travel Games 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

14 The Top 10 Sites - Year on Year growth % Age, Home and Work users 47% 9% % % Facebook Yahoo! 46% Google Jul 12 Unique Visitors (in millions) Jul 11 35% Microsoft Times Internet Wikimedia BitTorrent 19% % 19.3 Network % Ask Rediff 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 Presented by : Kedar Gavane, Director, India

15 Explosion of News/Info Consumption News/Info Jul 12 Reach % Unique Visitors (in millions) The Times of India New York Times Digital HT Media Ltd ONEINDIA.COM Sites 35.1 India Today Group IBN Live NDTV The Economic Times The Hindu Group INDIA.COM NEWS Jul 11 Oct 11 Jan 12 Apr Yahoo!-ABC News Network Jul 12 The Indian Express Group BHASKAR.COM 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 Chart based on July 2012 data for15+ Age, Home and Work users

16 Growing NRI consumption among local sites India NRI % of Unique Visitors 100% 35% 75% 50% 22% 36% 53% 32% 55% 83% 78% 65% 17% 12% 88% 68% 64% 47% 45% 25% 0% NDTV IBN Live Times of India Manorama Rediff In.com Cricbuzz ICICI Bank 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 Chart based on July 2012 data for15+ Age, Home and Work users

17 Online Retail - The boom continues Retail Unique Visitors (in millions) 10 Unique Visitors (in millions) Jul 11 Jul 11 Oct 11 Jan 12 Apr 12 Jul 12 Oct 11 Amazon sites Jabong Jan 12 Flipkart Myntra Apr 12 Jul 12 Snapdeal Homeshop18 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

18 Fastest growing Retail categories YoY Growth % Apparel Consumer Goods Sports/Outdoor 100 Home Furnishing 98 Retail Food Jul 12 Reach % 90 Retail Movies 76 Comparison Shop 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

19 Reach in Travel category surpasses WW average Jul 12 Reach % 19.2 Indian Railways 11.6 MakeMyTrip 8.3 Yatra Online 4.6 Jet Airways 3.9 TripAdvisor Media Group INDIARAILINFO.COM 3.2 CLEARTRIP.COM 3 Expedia Inc 2.9 Travora Media MUSTSEEINDIA.COM REDBUS.IN Makemytrip 11.6% Yatra 8.3% Cleartrip 3% 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

20 e-commerce Transactions in India Indian Payment Type Transaction Share, Q Direct Debit $204 T M M IRCTC 58% $17 Travel Yatra $166 All Others 2% cash/cod 7% Average Transaction Sizes (Apr - Jun Mastercard 12% Flipkar t $35 Retail 12) 27 $ i h Yeb Myntra $24 Visa 21% 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 Chart based on data for the months between Apr to Jun 2012 for Travel and Retail category

21 Facebook s dominance 15+ Age, Home and Work users 47% Jul Unique Visitors (in millions) % 5.8 Facebook Jul 12-69% % 7.9 Linkedin 3.8 Orkut Twitter 2% Bharatstudent 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 Presented by : Kedar Gavane, Director, India

22 Entertainment - The blockbuster category Entertainment Jul 12 Reach % Unique Visitors (in millions) Jul Oct 11 Jan Apr 12 Jul Youtube 14.8 CBS Interactive SONGS.PK 8.8 omg!yahoo! 8.8 Yahoo! Movies 7.7 BEEMP3.COM 7.6 DAILYMOTION.COM 7.2 ToneMedia 7.1 IMDb 6.9 MP3RAID.COM 6.2 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 Presented by : Kedar Gavane, Director, India

23 Mixed growth in other categories Finance SBI ICICI HDFC Moneycontrol Indian overseas Biz/Finance - 35% growth Career services Naukri Timesjobs Monsters Shine Indeed Career Services - 30% growth Real Estate 99acres magicbricks commonfloor indiaproperty makaan Real Estate - 38% growth Automotive zigwheels Cardekho Carwale Gaadi oncars Automotive - 18% growth Presented by : Kedar Gavane, Director, India

24 Online Video continues to soar Video Viewers (in millions) Min per viewer Videos viewed (in billion) Jun 2011 Oct 2011 Mar 2012 Jun 2012 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 15+ Age, Home and Work users Jun 2011 Jun 2012 Top YouTube Channels Tseries Vevo YoBoHo Eros Shemaroo Rajshri Video Views (Millions)

25 Mobile Engagement - The Growing Phenomenon Top categories by % share Access Type by OS Mobile Access 100% 50% 75% 72% Wifi Market Share of OS 45% Others 63% 75% 50% 0% Android 54% Mobile Tablet 25% 24% 25% 74% 75% 74% 55% 51% 25% PC 25% 28% ios RIM ios 4% Symbian 16% Symbian RIM 1% Android 16% 44% Weather Telecom SportsEnt - Music 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 Device Essentials - Jun 2012, data based on total pageviews as the universe

26 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?

27 Thank you Rise of India s Digital Consumer Kedar Gavane Director, India

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