India is leading the world in the number of people who use phones to access the Internet. In India, 80% of Internet users get online through a mobile device. Globally, it’s closer to 50%. What’s even more astonishing is that currently, there are nearly as many smartphone users in India as there are people in the entire United States. This presents an enormous opportunity for companies to advertise brands and products for mobile commerce, and Quantified Commerce is fully homing in on that opportunity.
“Our research confirms that Indians adore their mobiles for surfing the Internet,” said Tarak Desai of StatCounter. “Internet usage by mobile in India is striking compared to that in most other countries.” And it’s true, mobile Internet usage in India is unmatched, and is set to grow rapidly within the next five years. There are currently 300 million smartphone users in India. By 2022, it’s expected that there will be 176 million additional smartphone users.
The rise in smartphone users is partially due to a 2016 mobile network price war, initiated by India’s wealthiest man, billionaire Mukesh Ambani. Ambani offered new users free access to his network Reliance Jio 4G for six months. This immediately caused other major service providers, like Airtel and Vodafone, to reduce their prices by 80 and 70%, respectively. As a result, India offers some of the least expensive mobile data in the world. Consumers can purchase mobile data plans for as little as 149₹, or $2.30, per month.
In terms of brands, Samsung dominates the Indian smartphone market with just over a 25% share. But, Chinese brands – Vivo, Xiaomi, Lenovo, and Oppo – filled out the rest of the top five. That’s because they drive down costs by manufacturing locally, and they’re drawing in locals by supporting up to six Indian languages on their devices.
More affordable smartphone brands coupled with inexpensive networks means that Indians will be rapidly adopting smartphones like never before. This creates an opening in the market for companies to make the most of the mobile usage uptick through direct-to-consumer marketing and mobile E-commerce. Companies just need to help prospective Indian consumers feel more confident purchasing items online, and the evidence shows they are heading in that direction.
A 2014 study from Alphawise found that Indian Internet users with less than two years online experience were less likely to make an online purchase. By 2020, those surveyed will have over five years of experience, which will make them feel more comfortable with online transactions.
According to a study by ASSOCHAM-Resurgent India, 2018 should expect a 65 percent increase in the E-commerce market, with the majority of transactions happening on mobile devices. So, what are Indians shopping for? The largest E-commerce segment is apparel and electronics, but beauty is the fastest growing sector in India.
If Indians are not on their phones shopping, they’re on social media apps. In fact, 70 percent of Indians’ daily Internet usage is on social media apps. For that reason, it’s important for companies to draw potential customers into mobile E-commerce sites through direct-to-consumer experience. This is where digitally native companies like Quantified Commerce shine.
It is thanks to their unique approach in building digitally native vertical brands (DNVBs), that Quantified Commerce has seen the success it has – 100-300% growth/year for the past five years. Quantified Commerce controls all aspects of production, from manufacturing to marketing. From it’s local factories that operate at GMP standards, to its direct-to-consumer video marketing, Quantified Commerce presents the consumer with a superior and high-touch brand experience. They also utilize the fact that so many Indians are browsing social media, by collaborating with social media influencers to target potential consumers from every possible angle, while providing them with engaging video content.
“Quantified Commerce recognized the expanding mobile market since the beginning,” Berry Says. “‘Most Indian traffic is social media.That’s why we have always been 100% mobile first. We work with social media influencers to produce engaging video content that is only marketed through social media channels.”
With the increasing affordability of smartphones and high-speed data networks in India, mobile commerce is the next major frontier for brands. Each year, Indians will be getting more comfortable with online transactions. But, instead of a one-dimensional approach, it’s important to realize how Indians are actually spending time on their mobile devices right now, which is still overwhelmingly on social media. Quantified Commerce is winning over audiences with a multi-dimensional approach that will turn every viewer into a potential consumer.