1. Know your Market to Grow your Market Cyberspace - India
Ms. Sandra Willett
Destination Marketing, Product and Experience Development
USAID Jordan Tourism Development Project

2. India Online 121 million Indians online Increasing by 28% annually
Online users tend to be urban, middle and upper class
Half of India’s population is under 25 so not surprising that their online users are very young…
Small segment of the 1.2 Billion Population
Source: indiaonline

3. India Online Online population is youth dominated
by regional standards
Source: comScore

4. INDIA ONLINE Online population is male dominated by regional standards
Source: comScore

5. While well connected not as frequently active as other regional users
INDIA ONLINE
While well connected not as frequently active as other regional users
Source: comScore

6. What are they doing?
Online activity is socially slanted Social Media very popular - average net user spending at least 3 hours per month on social media Over 13 million are registered on matrimonial or dating sites.
Source: wearesocial

7. SOCIAL NETWORKING HAS BECOME EXTREMELY POPULAR IN INDIA
The Mobile Chat-wallah offers connection to the disconnected

8. India is a world leader for social activity online…
Of all Indian time online 14.4% is on social networking (13.9% is global average)
Source: comScore

9. Orkut and India
Google’s ORKUT social network has only found success and popularity in a few countries Brazil accounts for 51% of its users, followed by India at 32%
Facebook has taken over in Brazil (51% or Orkut users are Brazilian and 32% are Indian)
Source: alexa/comscore

10. Orkut and India
Rapidly being overtaken by Facebook which is perceived as being more international and ‘cool’ by the young
Facebook has taken over in Brazil (51% or Orkut users are Brazilian and 32% are Indian)
Source: alexa/comscore

11. INDIA and FACEBOOK
3.5 million Indian members Free and easily accessible Indian society is extremely social Dating and access to singles is extremely important A great tool for showing off achievements and acquisitions Travel experiences are increasingly being communicated
Source: bewakoofi

12. 70% of internet users watch online videos - one of the highest in the Asian region Content is predominantly music and lifestyle related…
Source: wearesocial

13. And they shop…

14. India has a thriving and powerful E-commerce sector
World average is 1.6% and India is 3.8% of all time is actually buying online
Source: comScore

15. Majority is being driven by banks – consumption, online shopping and transactions (also internet banking0
Source: comScore

16. Online Business
Online and E-Commerce generated business in India raised a revenue of $10 Billion in 2011
Source: wearesocial

17. Mobile
898 million mobile users 292 million in rural areas Mobile rapidly increasing with 200 million new users expected in 2012 Low cost SMART phones (one nicknamed the ‘Facebook Phone’) and tablets moving an eager and growing audience online
FB phone – vodafone with fb app
Source: wearesocial

18. Online Advertizing
Readily accepted by the active online population Now represents over 26% of total adshare Mobile advertising seeing rapid growth and investment
Source: wearesocial

19. Online Travel in India

20. Over 45% of visitors to travel sites are to Online Travel Agencies
Majority of which are local companies or local subsidiaries
Source: comScore

21. Leading Online Travel Agencies
Important to understand where
Source: Experian Hitwise

22. MAKE MY TRIP India’s Number One Travel Site- 100% Indian
The most popular OTA in India – locally owned and driven

23. Make My Trip
Uses the same OTA model as international firms Targeted local marketing and products has made it very popular Selling domestic and long haul travel Unbeatable competition to global OTAs - now seeing international investment
Really targeted, in-language, around local holidays and festivals etc Bigger OTAs have failed
Source: comScore

24. Popular Destination and Hotel Sites
TripAdvisor is high – but it is TripAdvisor India (local site and domestically driven) – TripAdvisor overall not very high. Map driven (mainly India)
Source: Experian Hitwise

25. Online Air sales are growing fast but low cost carriers are driving the growth…
Source: comScore

26. Growth in airline traffic is mainly from low cost carriers
Source: comScore

27. Heavy consumers of travel sites are not just on Facebook and Orkut…
Travelers are also frequent consumers of news and lifestyle sites both local and International

28. People booking travel online – fb users high but Focusing just on social media is a mistake in India – LinkedIn is heavily used by travellers Sulekha is heavy – local news site
Source: comScore

29. Visitors to Travel sites are also e-commerce users…
People who are using travel sites are also using banking and e-commerce sites
Source: comScore

30. THE RESULT… 36% of all travel in India is now booked online
2011 revenue estimated to be over $4 Billion
OTAs and Air Sales are dominating
Dominant sales are short haul and domestic travel (over 65% of market share)
All forecasts are for increasing growth and increasing share of long haul travel
Source: PhocusWright/ETC

31. Online Tourism in India
India represents one the world’s fastest growing online sectors
Indian travelers are connected and confident online shoppers
They are heavy social media users who are very likely to be influenced by social content
There are strong existing channels to work with and sell through
MakeMyTrip, Yatra etc (Jordan content limited – mainly hotels in Amman)

32. Thank you