Top 25 Brands Missing in FB's Top 25

As per the Internet and Mobile Association of India, India’s internet user base grew over 17% in the first six months of this year to 354 million. It ranks number three in the world in terms of Internet consumption – next only to China and US (as per the data for 2014).

However, a complete paradox is just 19.19% penetration, despite huge projection of its future growth. Among the top 10 countries in terms of Internet consumption, India has the lowest penetration:

Countries Internet users Penetration

1. China 641,601,070 46.03%

2. United States 279,834,232 86.75%

3. India 243,198,922 19.19%

4. Japan 109,252,912 86.03%

5. Brazil 107,822,831 53.37%

6. Russia 84,437,793 59.27%

7. Germany 71,727,551 86.78%

8. Nigeria 67,101,452 37.59%

9. United Kingdom 57,075,826 89.90%

10. France 55,429,382 85.75%

Elaboration of data by International Telecommunication Union (ITU), United Nations Population Division, Internet & Mobile Association of India (IAMAI), World Bank. 

As per the data available Facebook is estimated to have 136.3 million Facebook users. While it has become a ‘must have’ with the brands to have a presence there, it is interesting to note that hardly any of the top 25 brands in India are present in the top 25 brands in India on Facebook.

All the top three brands on Facebook in India are from Mobile space: Tata Docomo (13 261 529 Fans), Samsung Mobile (12 144 615), Microsoft Lumia (11 939 542). Interestingly none of them have a presence in the Top 25 brands in India.

Source: Internet Live Stats (www.InternetLiveStats.com)

Top 25 brands

Facebook pages Fans Top 25 Brands in

Tata Docomo 13 261 52

Samsung Mobile India 12 144 61

Microsoft Lumia India 11 939 54

Closeup 10 010 88

Aircel India 9 868 109 Asian Paints

Fastrack 9 134 833 Bajaj Auto

Shoppers Stop 7 705 940 Hero

Idea 7 376 416 Axis Bank

Kingfisher 7 264 293

Kotak Mahindra 9525

Yepme Shopping 6 699 319 Maruti Suzuki

Domino's Pizza India 6 598 370 Idea

Airtel India 6 509 150 Castrol

HTC India 6 139 069 IndusInd Bank

Hyundai India 6 083 268 McDowell's

Craftsvilla 5 936 164 Nestlé

OLX India 5 567 604 Indian Oil

Sony Mobile IN 5 482 688 Kingfisher

Levi's 5 358 711 Mahindra Rise

Junglee.com 5 321 142 Active Wheel

Flipkart 5 268 785 Britannia

Amazon India 5 047 204 Tanishq

Cadbury Dairy Milk SILK - Have you felt Silk 4 924 578 PNB

lately?

BookMyShow 4 891 826 Reliance

Cafe Coffee Day 4 825 738 Horlicks

Cadbury Celebrations 4 749 270 Dabur

A few observations:

a. FMCG, mobile and ecommerce make a large chunk of top 25 in terms of FB presence

b. A large portion of the same is multinational brands

c. There are only two brands Kingfisher and Airtel which have a presence in both

d. India’s top 25 brands have a larger presence of home grown brands

One wonders if top brands in India have not got their social media strategy right or that they believe social media not to be of much relevance in their overall marketing scheme of things. Coming back to the Internet numbers – though a humungous universe is consuming it in India, it is only 19% of the total Indian universe. Perhaps the mismatch between those online and the TG of the top 25 brands has something to do with it.

Facebook data: www.socialbakers.com

India’s Top Brands: WPP Millward Brown Study

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