Social Media and Digital Entertainment Fever amongst Indians

The average mobile internet user in India spends almost 70% of the time on apps like Facebook and WhatsApp, and music and entertainment apps. Indian users spend almost 200 minutes a day on mobile apps. Out of this 70% usage time, 38% is only spent on social media giant Facebook and its family of apps like WhatsApp and Instagram.

Above statistics clearly, indicate that Facebook and its associated apps are dominating the Indian mobile internet user base. According to the study conducted by the Omidyar Network, people in the US spends comparatively lesser time on social media and entertainment apps than the Indian users. Americans generally spend around 50% of their time on these apps and the rest of the time is spent on news, commerce and gaming apps.

The study further indicates that on an average, American users spend approximately 300 minutes a day on mobile apps. Little higher than the Indian users. There is no thought that Facebook is more popular and dominant in India than the US market. On an average American user spend merely 18% of their time on giant Facebook and its associated apps.

The current ecosystem clearly demonstrates the need gap for developing more social media apps as Facebook and Whatsapp account for 95% of social media apps in India. There is an opportunity for Indian starts up to develop regional focused platforms in India for social communications. In the US market, Facebook and Whatsapp account for merely 55% of total social media apps.

The scenario is more or similar in the entertainment category as well where YouTube accounts for 47% of entertainment app usage in India, against only 17% in the US market. This is another category where nothing much has been done and explored. Apart from youtube, there is no strong contender to claim the share in this space except sharechat which have around 8 million user base. As the cost of data going down, there is a big opportunity for Indian start-ups to explore this space.

Omidyar Network Report further states that next half billion of internet users would come from all districts/small towns of the country. Women are seen to be a key segment to gain. Currently, women comprise only 35% of mobile internet users and 25% of Facebook users. Reticence in using the internet by women, lack of confidence to transact online, and lack of indigenous apps for social media and communication are seen to be the key challenges.

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