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01.21.09 India's Rapidly Growing Online Population  By
Kaila K Back in 2006, Google predicted that India would become the biggest online market in the world. They may just have been right. The potential for e-commerce in this massive region of 1.13 billion people is very promising. India is now ranked fourth in the world in terms of internet population, with 81 million internet users. This only represents seven percent of India's population. Speaking to India's Online Shoppers JuxtConsult reported a massive increase between 2006 and 2008, of online shoppers, from 12 to 19 million. Greig Holbrook, MD of international search engine optimisation company www.obanmultilingual.com, explains the importance of how Indians search when buying online. He says the language Indians use online is a version of English uniquely couched in Indian culture.
"A client was looking to attract Indian visitors to London to use its travel and limousine facilities," says Greig. "A very popular keyphrase used by Indian searchers was ‘LHR'. Many Indians search for airport information with this term, adding it onto phrases like ‘hotel' and ‘apartment'." This form of searching is unique to India, adds Greig. The client optimised their website for natural search and paid search with these phrases, and received a 250 percent uplift in conversions and enquiries through the site. Search Behaviours One of the most important Indian search providers is Rediff, which is the largest local search engine in India. Rediff offers comprehensive pay-per-click campaigns for its sites, says Greig. "By volume, it often delivers at a higher rate than Google and commonly at a far cheaper cost-per-acquisition. As Indian searchers are more familiar with Rediff, they are likely to convert on their ads too," he explains.
Language Matters Since most of India's consumer mass is formed of people who speak local languages, these languages are becoming increasingly important in online commerce. There are 23 official languages recognised by the Indian constitution, and they delve off into over a thousand dialects. It is thought that Hindi may join Chinese and English in the top three internet languages. Social Networking and Blogging Over two-thirds of Indian web users use social networking sites frequently, an increase of 40 percent since last year. The top Indian social networking site is Orkut. Blogging has been slow to catch on in India, with only a third of online users reporting being involved with blogs in any way. Rural Netizens Internet usage in rural India exploded by nearly 70 times between 2000 and 2007. This represents about seven times more online growth than in the cities. A 2008 JuxtConsult study shows that one in five Indian internet users now come from rural areas. The Tiger gets the Last Word India is one of the most culturally, linguistically, and genetically diverse regions in the world. These differences are beginning to shape the face of the internet, as opposed to the other way around. Marketers wishing to target India will do well to acquaint themselves with the diverse Indian cultures and languages, so as not to be left behind. About Oban Multilingual Oban Multilingual is an expert in multilingual SEO and international PPC. With offices in over 26 countries worldwide, the company is unique in being able to offer expert localised search strategies for a number of multinational companies. For more information visit: http://www.obanmultilingual.com/ Comments About the Author: Kaila is a guest author on Manoj Jasra's Web Analytics World. |
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