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1、12AgendaAn OverviewA Social PurposeBest Practices for Winning Social 20223Source:Comscore MMX and VMX Multi-Platform,Jan Sep 2022,India.*Total online video hours are measured for the period Jan to Aug 2022 and then multiplied by 9/8.RETAILENTER-TAINMENTSOCIALNEWS67BHours Year-to-Date10BHours Year-to
2、-Date 11BHours Year-to-Date91BHours Year-to-DateOTHERFinance:8BTravel:1BHours Year-to-DateTOTAL INTERNET303BHours Year-to-DateONLINE VIDEO127BHours Year-to-Date4Source:Comscore MMX Multi-Platform,unique visitors,Sep 2021 Sep 2022,India.468MTOTAL INTERNETSEP 2021+17M UVs485MTOTAL INTERNET457MSOCIAL M
3、EDIA+13M UVs470MSOCIAL MEDIA378MFINANCE+11M UVs389MFINANCE186MTRAVEL+17M UVs203MTRAVELOnline services across a wide range of categories is only growingSEP 20225The importance of social media within Indias digital landscapeSource:Comscore MMX Multi-Platform,Sep 2022,IndiaS I Z E O F A U D I E N C E:S
4、 O C I A L M E D I A V S T O TA L I N T E R N E TU N I Q U E V I S I T O R SH O W C O N S U M E R S I N I N D I A A C C E S S S O C I A L M E D I AU N I Q U E V I S I T O R S485MTOTAL INTERNET470MSOCIAL MEDIA21MDESKTOP-ONLY402MMOBILE-ONLY9 6%o f a l l i n t e r n e t u s e r s a l s o a c c e s s e
5、d s o c i a l m e d i a47MBOTHMOBILE AND DESKTOP8 5%o f s o c i a l m e d i a u s e r s d o i t o n m o b i l e d e v i c e s e x c l u s i v e l y.1 0%u s e b o t h m o b i l e a n d d e s k t o p d e v i c e s.5%a r e d e s k t o p-o n l y u s e r s.6Time spent in India with social media sites has
6、 almost tripled since Jan 2019.Source:Comscore MMX Multi-Platform,Jan 2019 Sep 2022,India.T O TA L B I L L I O N H O U R S O N FA C E B O O K,I N S TA G R A M,A N D T W I T T E R02462019-01-01 2019-04-01 2019-07-01 2019-10-01 2020-01-01 2020-04-01 2020-07-01 2020-10-01 2021-01-01 2021-04-01 2021-07-
7、01 2021-10-01 2022-01-01 2022-04-01 2022-07-012 0 1 92 0 2 02 0 2 1FACEBOOK,INSTAGRAM,TWITTER+197%Jan 2019 Sep 2022SOCIAL MEDIA+163%Jan 2019 Sep 20227SOCIAL NETWORKINGT O P 5 S O C I A L M E D I A A P P S I N I N D I A (U N I Q U E V I S I T O R S)Social media apps in IndiaSource:Comscore MMX Multi-
8、platform,Jan 2019 Sep 2022,India.SOCIAL INSTANT MESSENGERS+66%FACEBOOK+132%INSTAGRAM+64%WHATSAPP+302%TELEGRAM+148%GOOGLE MESSAGES0150,000300,000450,000WhatsAppFacebookInstagramTelegramGoogle Messages8400M232M231M202M149M118M104M96M94M93MWhatsAppMessengerFacebookInstagramTelegramGoogleMessagesShareCh
9、atSnapchatGoogle DuoFacebookMessengerMojHomegrown application are climbing the chartsSource:Comscore MMX Multi-platform,Sep 2022,India.T O P S O C I A L M E D I A A P P S I N I N D I A (U N I Q U E V I S I T O R S)9Source:Comscore MMX Multi-platform,Sep 2022,IndiaComscore Social powered by Shareable
10、e,India.Social media user profile in IndiaMILENNIALS25-34GEN Z15-24GEN X35+MILENNIALS25-34GEN Z15-24GEN X35+INDIA STATE CLUSTERS%COMPOSITION UVMaharashtra&Goa14Uttar Pradesh11West Bengal,Sikkim&Odisha10Andhra Pradesh&Telangana9Tamil Nadu8Gujarat7Karnataka7Punjab&Haryana6Rajasthan5Madhya Pradesh4Delh
11、i(NCR)4Bihar4Kerala4Chhattisgarh&Jharkhand3Assam&North East(7 States)3Himachal Pradesh&Uttarakhand1F E M A L EM A L E10Source:Comscore MMX Multi-platform,September 2022,IndiaReach of social media apps by age groupMILENNIALS25-34GEN Z15-24GEN X35+S O C I A L N E T W O R K SI N S TA N T M E S S E N G
12、E R S69%69%33%FacebookInstagramShareChat71%59%39%FacebookInstagramShareChat78%53%40%FacebookInstagramShareChat86%49%32%WhatsAppTelegramGoogleMessages89%45%33%WhatsAppTelegramGoogleMessages94%38%30%WhatsAppTelegramGoogleMessages11Shareablee Syndicated Platform|January 1,2022 November 18,2022The Big P
13、icture:Cross-platform ActionsMEDIA&ENTERTAINMENTPUBLISHINGSPORTS&RECREATIONGOVERNMENTCONSUMER GOODSAUTOMOTIVERETAILTRAVEL12Source:Comscore Shareablee,YTD 2022,Partnership Explorer,IN SponsorsBrands&Influencers are linked!Influencers and Sports Teams are critical to driving engagement in sponsored co
14、ntent for brands in India.T O P B R A N D E D C O N T E N T S P O N S O R E D C AT E G O R I E S468,783489,091779,784783,633895,2571,045,5221,698,7412,025,7953,289,14225,620,470Influencers-ArtistsInfluencers-EntertainersInfluencers-Actors and DirectorsIN-SportsInfluencers-MusicInfluencers-Video Crea
15、torsUAE SportsIN-Professional Sports-IPLT20Influencers-TV and FilmInfluencers-AthletesT O P B R A N D E D C O N T E N T S P O N S O R S536,511613,664704,395791,6831,009,7861,020,7611,354,5792,047,6525,972,93913,565,628Wrognragecoffee_samsungindiajeetwinofficialamtouristerinone8selectthemancompanyher
16、balifeindiaofficialpumaindiastaywrognInfluencers and Sports teams are critical in driving brand awareness&equity for brand sponsors,with Athletes&teams driving a vast majority of the engagement in sponsored content.Key household brands are prominent sponsors of branded content.Wrogns sponsored posts
17、 alone drove almost 1/3 of the total engagements.13So why are people on social and how can we reach them?14R E A C HAmong all formats,video continues to grow in adoptionSource:Shareablee Social Dynamics 202290%74%54%Of people on social consume content at least 1x/weekAre Very/Somewhat Likely to chec
18、k out a brands social media page when looking for a new productAre more likely to try out products recommended by an influencer on social mediaA C T I O N SC O N V E R S I O N15And were finding ways to connect even more fully with our friends,family,our passionsSource:Shareablee Social DynamicsW H A
19、T I S D R I V I N G Y O U R T I M E S P E N T O N S O C I A L M E D I A?2%23%44%45%48%50%54%OtherHow I express what is important to meHelps me Pass the timeEntertainment therapyMy primary way of staying up to dateHelps me feel connected to friends and familyHelps me feel connected to the outside wor
20、ld/whats happening16Best Practices in 2022:Looking Beneath the SurfaceSource:Shareablee Social DynamicsH A P P I N E S SE X C I T E M E N TW O M E NM E NContent that makes the sharer look funnyto others was the strongest driver of social currency Content that makes the sharer look intelligentto othe
21、rs was the strongest driver of social currency 48%of women agreed that the most shared content was usefulUsefulness was not a driver for menL O O K G O O D1750.442.020.115.812.011.6NeerajChopraAmmy VirkP.V.SindhuPalakMuchhalEmiwayBantaiSaikhomMirabaiChanuTop Influencers in IndiaSource:Shareablee Pow
22、er RankingsA C T I O N S (M I L L I O N)YTD,the top mega influencers drive over 10M engagements each,showcasing their power to drive share of voice and resonance with the audience on social.18Now what?19Know your Audience67,000 organic mentionsA C T I O N S (M I L L I O N)The Indian Cricket Team soc
23、ial audience is over 22%more likely to engage with brands in the Science Snobs group than the average social engager based on their social engagement behavior with other pages and categoriesS C I E N C E S N O B SC I V I C A L LY-M I N D E DJ O B S E E K E R S20The Great Consumer Shift:Discover Tren
24、ding TopicsSource:Shareablee,Trend Topics,10.11-11.8.2022,FB,IG,TW engagement-basedIG Reels dominates in driving engagement for FIFA,with a surge at the end of October.21Best Practices in 2022:Stop the Social ScrollShareablee Social DynamicsWhat are the elements of a social post that tend to make yo
25、u stop and want to learn more?47%28%32%49%C A T C H Y O R A T T E N T I O N-G R A B B I N G H E A D L I N ES O M E T H I N G I N T E R E S T I N G I N T H E F I R S T F E W S E C O N D S O F A V I D E OS E E I N G O T H E R P E O P L E H A V E W A T C H E D/E N G A G E D W I T H I TT H E C O N T E N
26、 T C O M E S F R O M A S O U R C E T H A T I T R U S T /C A R E A B O U TA“fast start”to the video is more likely to make a Millennial stop and want to learn more compared to any other age group.Overall,all age groups will stop and engage with content that catches their eye whether it is through a h
27、eadline or an impactful first frame22Short form video is preferred over long form(2X),with the youngest age groups 18-34 showing the highest affinity(54%).Tune-up Tip#1:The Favored FormatSource:Shareablee Social Dynamics What kinds of social content do you enjoy consuming the most?(select all that a
28、pply)n=27898%11%27%36%41%50%51%51%Text OnlyCarouselImagesLong-FormVideo(60sec)ArticlesLive VideoStoriesShort-FormVideo(60sec)Images23Tune-up Tip#2:Optimize by PlatformSource:Shareablee Insight StudioConsumers expect you to be fully present and relevant,so while it may be tempting to jump on the late
29、st social platform or content format,its critical you completely understand your current and aspirational customers first.70.48%50%59.14%8.81%21.43%39.68%20.71%28.57%AudienceContentActionsFacebookInstagramTwitter24Tune-up Tip#3:Know When to Reach ThemSource:Shareablee Insight StudioCreate hot zones for your best posting times while identifying key times for marketing to competitive audiences for market share growth.25