eMarketer just released new findings which highlight the solid growth of the Indian digital advertising market. According to the forecast, ad spend in the country is to $7.4bn, up 11.3% from 2015. By 2020, spending is to climb to $11.8bn.
Mobile internet ad spending will reach $242.6m this year, representing an increase of 100% from 2015. Growth change may slow over the coming years, but mobile is forecast to reach $1.2bn in spending by 2020.
Media ad spend on the rise in India
Overall, digital ad spend is still being trumped by traditional media in the country. Mobile represents just 3.3% of the total media ad pie in 2016. However, the focus on India as the next big frontier in mobile is heating up. Lower ad rates and the rise in smartphone adoption are all contributing to this. The introduction of 4G will give another massive boost to the industry.
To put this into numbers: of the country’s 950m mobile internet users, 170m are smartphone users and that figure is expected to more than double in 2016 to 383m smartphone owners.
India’s mobile users
With 425m Hindi speakers in the country, app makers and advertisers are encouraged to translate their products in order to reach a larger audience. The majority of smartphone users are male (60%) between the ages 18 to 24.
Android is the dominant smartphone operating system, at a staggering 91% market share.
Social networks are the fastest growing app category for smartphone users, followed by entertainment and game apps.
India’s smartphone users
In Mobile Advertising. April 11, 2016