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1、 23 The following report is a research report commissioned by Mohalla Tech Private Limited, conducted by Nielsen as per brief provided by Mohalla Tech Private Limited. The fieldwork is done in an unbiased manner (field work done in an online panel with the centres recommended by ShareChat) without i
2、ntervention from ShareChat and quality control procedures were followed strictly. Primary Search Methodology Primary research was undertaken by Nielsen India to cover the overall social media usage and become friends with others in their mother tongue. The platform has users from over 2,00,000 pin c
3、odes across 15 languages including, Hindi, Tamil, Telugu, Marathi, Kannada, Malayalam, Punjabi, Bengali, Assamese, Gujarati, Odia, Urdu, Bhojpuri and dialects such as Haryanvi and Rajasthani. ShareChat wanted to understand the behaviour and profile of the UGC users and publish a report to reach out
4、to Brands, Advertisers, and Investors. ShareChat commissioned a project with Nielsen as their knowledge partner for a primary survey, the finding for which will be used by ShareChat with brands and advertisers. Definitions To Be Referred India Social Networking users who prefer only English for usin
5、g social network. Bharat Social Networking users who prefer Regional languages for using social network. 4 Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788
6、, Male:Female:71:29, NCCS A:B:71:29 5 67 Tier 2: 20%Tier 3: 20%Metro: 20%Tier 1: 40% GENDERNCCS Male 71% NCCS A 71% Female 29% NCCS B 29% Research Considerations The age of the respondent should be 18 or above (minimum criteria to use the social network). The respondent should be someone who posted/
7、consumed content in the social network at least once a week. TARGET GROUP CITY TYPE All India 47% 53% Metro 53% 47% Non Metro 46% 54% Language preferred for Social Media India prefer only English in Social Media Bharat prefer Regional language in Social Media UNDERSTANDING INDIA VS BHARAT The prefer
8、ence of regional language in Social media is higher in Non- Metro when compared to Metro. Given the fact that a large proportion of the population lives in Non-Metro, there is a scope for regional language social media to grow substantially. Within Metro, the preference for regional language is high
9、er in the South. Overall preference for regional language is higher in the North (57%) and East zones (55%) Male prefer to use regional language, while females prefer a mix of both English and Regional for social media. People who speak Bengali, Gujarati, Kannada, Marathi, Odia, Punjabi, Rajasthani,
10、 Tamil and Telugu as the first language prefer using their Regional language in Social Media Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:
11、71:29, NCCS A:B:71:29 89 78% of Bharat do Social media activity like watch/upload/create content during their leisure time. 85% of Bharat do social media activity or online gaming during their leisure time. 3 out of 4 people use social network every day, and they use it most from 7-11 pm. They use a
12、t least 3 times a day and spend more than 5 hours a week. Bharat uses Social network multiple times in a day. Videos are the most preferred format, and they prefer up to 2 mins. Keeping in touch with peer group and Entertainment are the top 2 reasons for using Social networks. 9 out of 10 users use
13、Social network along with some other activities. SOCIAL NETWORKING BEHAVIOUR CONSUMPTION Frequency Every day At least once a week Once a month 73% 1% 26% Top Genres Followed /Watched Content They Follow Music Comedy and music were the top 2 genres among BharatThey mostly follow individual content fr
14、om friends/ family & influencers 86% Comedy 87% News Individuals (Friends/ Family/ Influencers) Social groups CelebrityBrandsTV Channels 85% 59% 58% 51% 49%49% Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limit
15、ed claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 1011 1 out of 2 uploads content on the social network every day, and it is comparatively higher in the south. 1/3rd of the social network users share their posts with the public, East higher in public sharing. F
16、ourth of Bharat post public content. UPLOADING Uploading Frequency 2 49% 1%1% Once in 6 month Every dayOnce a year More than once a week Do not upload Atleast once a week Once a month 29% 11% 7% SOCIAL NETWORKING BEHAVIOUR 4 out of 5 of those who upload contents are comfortable in uploading any form
17、 of content that includes photos, videos, gifs, text over an image, etc. Comfort in sharing the content PicturesVideos Status in Text Format Text over image Motion Videos GIFs Images followed by videos are uploaded the most. Video upload is higher in the North. Highest Uploaded Formats 555145504749
18、30 85 32 83 34 79 31 81 34 81 33 82 Top Break (Fully comfortable)2nd Top Break (Comfortable) 62%54%45%42%34%33% ImagesVideos Status in Text Format Text Over Image Motion Videos GIFs Messaging, Banking & Payment, Delivery, and Online shopping are the top 4 Digital Apps used by every 2nd Social media
19、user. Messaging Apps are used across the town class. While other online Apps has higher usage in Metros Messaging, Delivery, and Online shopping apps Skews to Bharat. The gap is higher in Fashion Lifestyle and Ticket Booking Apps. 61% 51% 46% 48% 66% 64%52%51%50% 53% 55%52% IndiaBharat INTERACTION W
20、ITH DIGITAL APPS Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), Jharkhand(E), West Bengal(E), Maharashtra (W) and Madhya Pradesh in respective Zones are high on the usage of Digital Apps Low usage of Digital Apps seen in Haryana (N), Kerala (S), Orissa(E) and Gujarat(W) HIGH USAGELOW USAGE D
21、elhi (N) Rajasthan (N)Haryana (N) AP/Telangana (S) Karnataka (S)Kerala (S) Jharkhand (E) West Bengal (E)Orissa (E) Maharashtra (W) Madhya PradeshGujarat (W) Messaging Apps Banking & Payment Wallets Delivery Apps Online Shopping Apps Mohalla Tech Private Limited claim based on research conducted by N
22、ielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 1213 DURABLE OWNERSHIP Washing Machine 67% Air Conditioner 50% Water Purifiers 39% Cooler 35% Smart Android TV 35% Grinder 40% D2H 38% Dig
23、ital Camera 33% Bluetooth Speakers 39% Almost all the household of the Social Media users have Colour TV. Air Conditioner, Sofa sets, Grinders, Water Purifiers, Bluetooth, Smart/ Android TV skews to Metro. Cooler skews to Non-Metro. Except for Washing Machine and D2H, ownership of rest all durables
24、are lower among Bharat. Durable ownership is higher in Delhi(N), Rajasthan(N), AP/Telangana(S), Karnataka(S), West Bengal(E), and in Maharashtra(W). Durable ownership is lower in Haryana(N), Kerala(S), Orissa(E), and Madhya Pradesh(W). Ownership of Smart Gadgets like Bluetooth speaker and SmartWatch
25、 seen higher among the East mainly coming from Bihar and West Bengal. Sofa Sets 42% Fashion Products are bought equally among the Metro and Non-Metros, where the other categories are bought more in Metro than in Non-Metro. Delhi and Rajasthan are the top buyers of all the categories. Bharat has boug
26、ht more categories when compared to India in the last 3 months. Categories like Beauty & Grooming, Home Furnishing & Dcor, Computer Accessories, Non-Electronic Devices, Media, and Computer Devices are bought more among Bharat. CATEGORIES THEY BOUGHT 62% 50% 46% 36% 29% 22% 49% 36% 33% 27% Fashion Pr
27、oducts Beauty & Grooming Mobile Phones Books & Stationaries Media Groceries Home Furnishing & Decor Computer Accessories Non Electronic Devices Computer Device 63% 50% 47% 42% 34% 32% 35% 26% 25% 19% 61% 49% 52% 50% 37% 39% 31% 32% 29% 25% IndiaBharat Mohalla Tech Private Limited claim based on rese
28、arch conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 1415 India is driven towards clothes and durables goods when it comes to spending. India also spends higher in cosmetic
29、s as compared to Bharat. Bharat spends significantly higher on expensive watches, perfumes, bags, shoes, etc. as compared to India. Bharat also spends more on home furnishing, gym, club, sports arena membership as compared to India. Clothes are the top spending category in Metros (Bangalore, Delhi,
30、Mumbai falls among the higher spenders). Delhi, Bihar, Gujarat, Uttar Pradesh, Assam, and Maharashtra are the states that spend more on clothes. Bharat India 69% 41% 35% 33% 24% 65% 42% 33% 30% 29% 67%42%34%32%27% ClothingTravellingGadgetsDurable Goods Expensive Watch, Perfumes, Bag, Shoe, etc. Comp
31、aratively, Haryana, Punjab and Tamil Nadu spend less on Clothes. Travelling is the second most spent category. Rajasthan, Karnataka, and Jharkhand are the top 3 states on spending for Travel. Haryana, AP/ Telangana, and Orissa take the lower spots on Travel spending. Jewellery, cosmetics, and home f
32、urnishing are the next 3 categories where they spend. Spending on expensive watch/perfume/bag/shoe and home furnishing higher among the Bharat compared to India. CATEGORIES THEY SPENDCATEGORIES THEY BOUGHT ONLINE IndiaBharat 82% 83% 75% 77% 72% 57% 58% 53% 60% 43% 78% 75% 78% 74% 69% 66% 60% 63% 55%
33、 46% Mobile Phones Media - Movies, Music, Videos, Etc. Fashion Product Non Electronics Devices Computer Devices Home Furnishing & Decor Computer Accessories Beauty & Grooming Books & Stationaries Groceries Fashion, Mobile Phones, Non-Electronic devices, and Media are among the top bought online cate
34、gories. Fashion, Home Furnishing & Dcor, and Beauty & Grooming have a better purchase rate in Bharat when compared with India. Delhi, Karnataka, Rajasthan, and West Bengal buys more categories online than other states. Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788,
35、Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 1617 9 out of 10 do at least one investment, of which 8 invest themselves, and only one invests through someone else. Delhi, Bihar, and West Bengal are
36、the top 3 states with people favouring investments. Jharkhand, Orissa, and Punjab are the bottom 3 states in investments. 1-2 out of 10 invest in Post office, Stock Market, Real Estate, PF, RD, or PPF. INVESTMENTS THEY DO 36% 22% 46% 37% 49% Mutual Funds Gold/ Silver Life Insurance Fixed Deposit Sav
37、ings Account On average, Bharat invests in 4 different investment plans while India invests in 3 investment plans. Bharats investment among the top 5 investment tools is higher when compared with India. 41% 34%34% 19% 44% 53% 51% 39% 39% 24% Savings Account Life Insurance Fixed Deposit Mutual Funds
38、Gold/ Silver 16 21%19%22% OverallIndiaBharat 16%17%15% OverallIndiaBharat MOBILE AND NETWORK 45%39% 50%39%40%38%30% 29%30% Average Spends 352 Average Spends 343 Average Spends 357 OverallBharatIndia BharatIndia Average Spends 366 Average Spends 370 Average Spends 362 Average Spends 332 Average Spend
39、s 334 Average Spends 336 Data plans became cheaper across the network, and hence 9 out of 10 use the mobile network to access the internet most of the time. The usage of Jio is higher among Bharat when compared with India. Samsung and Mi are the Top 2 mobile Brands. Samsung is higher in Metro and Ea
40、st (Bihar and West Bengal) and lower in North (Haryana) and South (Karnataka). Mi is higher in West (Gujarat) and lower in South (Kerala). Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on res
41、earch conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 1819 Social Network Users are younger (less than 35 years). Growth in UPI and payment wallets and their penetration across the town class resulted in higher usage of payment wallets. They use Social network whenever they get free ti
42、me. Keeping in touch with peer group and entertainment are the top 2 reasons for them to use the social network, and their preferred genre is Technology and News. Pictures followed by videos are the most used format for posting/uploading. 2 out of 5 Bharat post content publicly, India post mix of pu
43、blic and only to friends. Video is the most preferred consumption format. 1 out of 2 people either share the content or like the content post seeing it on the social network. They prefer video content with less than 2 min. Clothing and Travelling are the Top 2 categories they spend. Spends on Expens
44、ive watch/perfume/ bag/ shoe and Home furnishing higher among the Bharat compared to India. Samsung is the most used mobile, and Reliance Jio is the most used network connection. Social network users seek value for money for the products they buy. 1 out of 2 use social network at least 3 times a day
45、 and spend more than 5hour in a week. Usage is seen higher between 7-11 pm. Bharat uses the social network multiple times in a day when compared to India. 9 out of 10 use the social network while doing some other activities like listening to music or waiting for someone. SUMMARY 18 UNDERSTANDING IND
46、IAS NEXT BILLION INTERNET USERS ZONE AND STATE DISCOVERY Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29Mohalla Tech Private Limited claim based on research conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 2021 EAST Inte
47、raction with Digital Apps Top 3 apps used in the East are Messaging Apps, News, and Shopping Apps. Top Categories They Bought Fashion, Groceries, and Beauty & Grooming are among the top 3 bought categories. 58% Messaging Apps 55% News Apps 54% Shopping Apps Offline Online 50 38 62 Beauty & Grooming
48、34 17 83 Mobile Phones 28 15 85 Media 51 64 36 Groceries 35 38 62 Books & Stationaries 31 21 79 Non Electronic Devices 62 15 85 Fashion Products 44 41 59 Home Furnishing & Decor 34 43 57 Computer Accessories 24 36 64 Baby Care, Kids Accessories 21 Mohalla Tech Private Limited claim based on research
49、 conducted by Nielsen, 3788, Male:Female:71:29, NCCS A:B:71:29 2223 Top 10 Durables Owned Washing Machine, Sofa, Bluetooth speakers and Air Conditioners among the top durables owned. Washing Machine 60% Air Conditioner 43% Water Purifiers 39% Cooler 35% Smart /Android TV 33% Grinder 42% D2H 42% Digital Camera 34% Bluetooth Speakers 43% Sofa Sets 44% Interaction with Digital Apps Top 3 apps used in Assam are Messaging Apps, Banking, and Shopping Apps skews to Females. Top Categories They Bought Fashion, Beauty & Grooming, and Grocery among the to