What Ticks for Indian Consumers/ Teens – Kartik Sharma and Venke Sharma

30 Oct,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Kartik Sharma and Venke Sharma.



Living life online


By Kartik Sharma


“If you’re not online, you are completely out of the loop – you don’t have a life, you don’t really exist,” this is what my 15-yearold niece told me when I enquired about her being online all the time! For teens, it seems as if online is the new real world. Teens spend an average of 85 hours per week online and more than one-third of that time is devoted to social networking*. The time spent in a week by teens on social media is almost 10 times more than that on TV**!


Marketers are programmed to be present where their target group spends most of their time and social networking sites represent a huge component in the battle to win teenage eyeballs. The speed of information exchange, the feeling of community and the viral aspect of widgets, quizzes, contests and videos perfectly position these media to be seen by teens and share within their social spheres.




Smartphones to woo marketers in the next five years


By Venke Sharma


80 per cent of social media in India is consumed from mobile phones. Secondly, there is a very high use of What’sapp and other messengers. I believe a large part of content consumption will shift to mobile especially when there is faster speeds and much better mobile internet experiences. Feature phones still form a large segment in India and it is the feature phones where the discovery of Internet happens.


Many people in India are starting to discover internet through a feature phone and entry point of internet will be via platforms such as Facebook and Youtube. Another segment is smart-phone users and the mid segment which is in transition from feature phones to smart phones, and light internet user to a heavy internet user – where users will use their mobile phones to tweet and explore other social media platforms.





Facebook, is only second to Google by total visitors and reach, making it the second most visited website in India. However, the average time spent per visit on Facebook (17 min) is more than 5 times than that on Google (3.8 min)*! Marketers have welcomed social media for its ability to see dynamic, real-time results captured via metrics like ‘likes’ and ‘fan count’.


However, in the past two years, social media has moved beyond these metrics. This has also been validated by Maxus’ proprietary study, which was conducted to understand the value of a fan on Facebook. In this study, we had studied 13 brands catering to youth in the 18-35 years bracket and found that WOM plays a very important role for brands to build a strong relationship with the fans. We have also found that fans of a page, make for more loyal consumers than non-fans and they keep coming back to know more about the brand’s product offerings and other schemes.


Hence, it is evident that social media continues to be an important and effective medium in building the brand-fan relationship story.


William Wordsworth, in the early 19th century predicted that “The Child is the Father of Man”. This adage holds true today in the 21st century especially against the backdrop of social media.


* Source: Comscore, Sept’13 TG: MF 15-34

|** Source: IRS Q4’12 TG: MF 15-34. Maxus Proprietary Research.



Consumption of video is likely to increase and it comes with huge opportunities for broadcasters and stakeholders of the entertainment business. I also see time spent on TV going down as consumption of video content on mobile rises. That however, is not a threat to TV as a medium, but certainly the TV viewing time will go down. From a channel point of view providing content on multiple screens is going to very important as many people will use mobile devices to participate in social conversations, surf internet, download data, live streaming etc.


Over the next five to six years, I see consumers from tier 2 and tier 3 cities switching from feature phones to smart-phones – and from light internet mobile users to heavy internet mobile users. That is going to be a paradigm shift and a huge opportunity for marketers.




Tomorrow: Friday, October 31: Men – Ajay Trigunayat and Sanjay Tripathy

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