According to the ASSOCHAM-Yes bank recent study on Driving Growth in New Media, growing at a CAGR of about 35 per cent, the total number of internet connections in India is expected to surpass 380 mn by 2017 from the current level of 168 mn.
While releasing the study Mr. Rajkumar Dhoot, President ASSOCHAM said, the mobile revolution is being spearheaded by increasing sales of mobile devices and smart phones as well as the rapid adoption of android and 3G services. Soon to be launched technologies such as 4G will allow mobile phone users to surf the internet, video conference, download music, video and other content at a rate several times faster than 3G services. It will offer services such as high-definition mobile TV and video conferencing, superfast access to high definition (HD) video streaming, multiple chatting, instant uploading of photos and much more – all of which should further fuel the growth of mobile adoption and media consumption.
The study found that wireless connections comprising nearly 90% of all connections added over 2012-17. There are over 1 billion users worldwide on sites like Facebook, Twitter, YouTube and Google+. As per the data, the number of social media users in urban India reached 62 mn by December 2012 and it is estimated to reach 66 mn by June 2013.
With over one billion users worldwide on social networking sites like Facebook, Twitter and Google+, the study said, “Social media is fast being recognised as a powerful brand management tool for targeted engagements with the consumer.”
The report said that a lot of popular Bollywood songs and scenes are now released first over the internet medium as a teaser campaign. Once the song or scene gains popularity and is viral, television and other promotions follow suit before the movie is released. The interactive website for the film allows the users to get a sense of the characters as well as the story and the Facebook page allows the users to interact and generate hype for the film even before it has been released.
Mr Dhoot added,”Content creators are leveraging upon the interest garnered from pre-release social media campaigns to not only generate word-of-mouth publicity but also to use the traction and hype generated as a bargaining tool for better realizations from music, satellite, distribution and other ancillary revenues streams.”