US based digital analytics giant comScore published a study which revealed that 25% of all online minutes spent in India were on social networking websites. Most visited websites in June 2012 were Google Sites, Facebook and Yahoo, with Social Networking, Entertainment and E-mail being the top drivers for time spent online by Indian audiences. The study is a part of the comScore Media Metrics Reports which is a widely used audience measurement tool.
It emerged that in June 2012, Google and its sites were the most visited websites in India with 57.8 million or nearly 5.8 crore unique visitors. In terms of % reach, Google Sites reached out to 94.8% of India’s online audience. Facebook.com was the 2nd most visited website by Indians, amassing almost 51 million or slightly more than 5 crore unique hits. The social networking giant reached out to 83.4% of the online Indian audience in June 2012.
| Top Online Categories by Share of Total Minutes June 2012 Total Internet: India, Viewers Age 15+ Location Home/Work* Source: comScore Media Metrix |
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| Total Unique Visitors (000) | % Reach | Average Minutes per Visitor | |
| Total Internet : Total Audience | 61,004 | 100.0% | 772.5 |
| Google Sites | 57,826 | 94.8% | 155.3 |
| Facebook.com | 50,890 | 83.4% | 224.9 |
| Yahoo! Sites | 39,977 | 65.5% | 63.3 |
| Microsoft Sites | 29,363 | 48.1% | 19.8 |
| Wikimedia Foundation Sites | 21,031 | 34.5% | 11.1 |
| Times Internet Limited | 20,535 | 33.7% | 16.9 |
| Network 18 | 17,891 | 29.3% | 31.6 |
| Ask Network | 15,829 | 25.9% | 3.5 |
| Rediff.com India Ltd | 15,346 | 25.2% | 28.3 |
| NIC.in | 13,308 | 21.8% | 23.6 |
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Yahoo! Sites followed with nearly 4 million or 4 crore unique visitors and a 65.5% reach while Microsoft Sites had almost 3 million hits and a 48.1% penetration in June 2012. With Wikimedia Foundation Sites claiming 5th spot, it emerged that the top 5 most visited websites by Indian audiences in June 2012 weren’t of Indian origin.
Domestic websites featured in the 2nd half of the top 10 list with Times Internet Limited taking 6th spot, attracting 20.5 million or 2 crore unique visitors with a 33.7% reach. Popular websites in Times Internet Limited’s kitty include Timesofindia.com and Indiatimes.com. Network 18 followed with 17.8 million visitors with a 29.3% reach. The stats reveal that as compared to Google Sites and Facebook.com’s reach of 94.8% and 83.4%, Times Internet Limited and Network 18 reached out approximately only to 3 out of every 10 online Indians.
Other domestic portals to make it to the top 10 were Rediff.com India Ltd and the government’s NIC.in, attracting 1.5 million and 1.3 million unique visitors respectively. Rediff.com India Ltd penetrated almost a quarter of India’s online audience while NIC.in reached out to about 1/5th.
| Top Online Categories by Share of Total Minutes June 2012 vs. June 2011 Total Internet: India, Viewers Age 15+ Location Home/Work* Source: comScore Media Metrix |
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| Share of Online Minutes | |||
| Jun-2011 | Jun-2012 | Point Change | |
| Social Networking | 24.4% | 25.2% | 0.8 |
| Entertainment | 8.8% | 10.0% | 1.2 |
| Portals | 11.4% | 8.8% | -2.6 |
| 8.6% | 8.1% | -0.5 | |
| Search/Navigation | 3.4% | 3.2% | -0.2 |
| Business/Finance | 2.9% | 3.0% | 0.1 |
| News/Information | 2.3% | 2.2% | -0.1 |
| Retail | 1.5% | 2.0% | 0.5 |
| Instant Messengers | 3.8% | 2.0% | -1.8 |
| Games | 1.6% | 1.8% | 0.2 |
| Directories/Resources | 1.6% | 1.7% | 0.1 |
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Further insight from the comScore study revealed that 25.2% of all Indian online minutes in June 2012 were spent for social networking. Traffic driven by the need to access online entertainment accounted for about 10% while e-mail made up for 8.1% of the total time spent online. Search (3.2%), Business/Finance (3%), News (2.2%) and Retail (2%) followed.
Although Retail accounted for only 2% of all the time spent online by Indian audiences in June 2012, it is a 33.3% increase from June 2011. Moreover, with an online audience of nearly 6.1 crore Indians spending nearly 13 hours on average each in June 2012, 2% doesn’t appear too small after all.
The comScore study emerges to be a strong indication of how online Indians are spending time on the internet and the things that are driving the need to be online. However it should be noted that this report does not include statistics of internet usage from cafes, mobile phones and PDA’s.
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