The 11th Marketing Conclave by the Internet & Mobile Association of India (IAMAI) — themed aptly as ‘Untangling marketing convolutions’ — saw Facebook India MD Kirthiga Reddy, Times Internet CEO Satyan Gajwani and DB Digital (Dainik Bhaskar) COO Gyan Gupta speak about an increasingly mobile first world, changing consumption and behavioural patterns and the importance of a truly compelling digital content.
Reddy said if there are 125 million Facebook users in India, 114 of them are mobile users. “The pace and scale at which things are changing is staggering. India is the second largest market for Facebook,” said Reddy. Highlighting a case in point, she said India delivered the second largest number of interactions on Facebook after the US on Mother’s Day. “229 million people generated as many as 1.8 billion interactions,” she said.
As per a study, in the age group of 13-24 years, there is genuine fear of being offline called FOBO, she said. As many as 73% of youngsters said they want to be connected to the internet all the time.
Gajwani said there are 150 million smartphone users today and the number will go up to 500 million users by 2018. “We should look at advertising as solutions and not spots. Advertising needs to be smart and targeted.”
The largest percentage of growth comes from the non-Metros, said DB Digital’s Gyan Gupta .“Tier 2-3 cities account for 24% of India’s households. 70% of the traffic for Flipkart comes from such towns. 82% of non-Metro users evaluate insurance policies online. 22% of non-Metro users purchase insurance policies online,” he said.