Indian mothers becoming "digi-moms"

Online advertisers have a new target audience; Indian mothers are turning to the internet in increased numbers.

Research by Microsoft Advertising and Starcom Mediavest shows that internet usage in India is broadening, and older age groups are getting connected.

Mothers get connected

The study - covering 3000 mothers across eight Asian counties - revealed that Indian mothers are amongst Asia's most tech-savvy. 87% of Indian mothers agreed that the internet is an important part of their lives.

According to the survey, 90% of Indian mothers go online to keep in touch with family and friends. Work and study also figures prominently, with 56% accessing the internet for these purposes.

50% said that had made online purchases in the last month alone.

Internet time is "me-time"

Interestingly, 75% claim that internet time is a "me-time" activity, meaning that they are receptive to relevant communications and messaging. Neville Taraporewalla of Microsoft commented that:

"They are well aware of brands online and are more than open to adopting messages relevant to them. By successfully engaging these 'digi moms' through the right medium at the right time, brands can create highly influential online brand ambassadors".

Taraporewalla's view is supported by the fact that over 90% of respondents agreed that good brands are worth talking about and that 72% believe they can persuade family and friends to buy the same products.

Social networking lags behind

Indian mothers haven't made the leap to social media. While 81% of mothers will read newspapers and magazines online, social networking remains unpopular.

Just 58% have created a social networking profile, this compares poorly with Singapore (82%), Hong Kong (77%) and China and Korea (62%).

June 3, 2010 Add a comment

British Airways "twins" Mumbai with London in new social network initiative

Metrotwin Mumbai - developed by BA - brings together UK and Indian based bloggers. The site contrasts attractions in each city providing a central source of information for leading-edge travelers between the two cities.

Although still in its Beta testing stage Metrotwin Mumbai already looks to be a handy source of information for those traveling between India and the UK.

Illustrates the importance of trade links

The premise of the site is to cross-reference attractions, allowing users to find relevant information about comparable activities in either city. The fact the site exists illustrates the significance and importance of UK-Indian commerce.

Lightly branded by British Airways

With no overt branding, BA is clearly (and cleverly) aiming to create an impartial and authentic resource that is accepted by the web community. The benefit to the brand is that it evokes good will and positions BA as an airline that understands its destinations and the fabric of each city.

Emphasizing shared values

While on the surface the two cities are divergent, BA have identified a number of shared values. Judy Jarvis, Regional Commercial Manager, South Asia has been quoted as saying:

"Mumbai and London may be on the other side of the world from each other but have many things in common - the love of great food, fashion and entertainment are the obvious ones. There are also historical links that tie both cities - London has St Pancras train station; Mumbai has the equally beautiful CST train station. While Londoners play football on Hackney Marshes; Mumbaikers have a match of cricket at Azaad Maidan. Metrotwin Mumbai will help a Londoner get the Mumbaiker experience and vice versa."

BA's commitment to the Indian market

This isn't the first time that BA has reinforced its commitment to India. Their recent TV advertising campaign called "Opportunity" focussed on illustrating the vibrancy of Mumbai by using the Lakme Fashion Week as the theme for the TVC.

You can follow Metrowin Mumbai here.

April 8, 2010 Add a comment

Global social networks show dramatic Indian growth

Recent research shows India's PC users are increasingly creating social networks. With PC and broadband penetration improving expect social networking to grow.

Express growth

Supporting Nielsen's conclusion that globally, social networking is now more popular than email, digital marketing intelligence agency comScore conclude that visitors to the website category grew 51% - to 19 million - in the twelve months up to December 2008.

Low engagement and penetration

Research also highlights most popular global networking sites and their growth over 12-month period (see table 1). Despite impressive India growth figures, findings show below average penetration and engagement compared with other markets across the Asia Pacific Region (see table 2).

Formula for Indian success

Will Hodgman, executive vice president at comScore identifies the key ingredients to success in India, "Sites with the right blend of strong brand and cultural relevance will be best positioned for future growth."

Tipping point

While penetration and engagement is below average for the region, India shows signs of being at a social networking tipping point, especially as laptop penetration grows.

3 significant signs suggest that popularity will accelerate.

• Illustrating the fact that the business community want to better understand the power of online networking, this week saw the "India Social Media Summit 2009" held in Mumbai; widely believed to be the first of its kind.
• Current global economic difficulties and resultant impact on employment opportunities are likely to create a trend that will see professionals proactively build wide reaching social networks.
• Although anecdotal, anyone using Twitter - estimated global growth of 900% over last 12 months - will be aware of its increasing popularity in India, a passionate Indian community is utilizing the service, this is set to increase.

March 29, 2009 Add a comment