Social Media Campaign Can Swing 3%-4% Of Votes
Tue, 08 Oct 2013 - IAMAI
New Delhi, Oct 08, 2013: The number of social media users in Urban India would reach 86 million in October this year, and 91 million by the end of this year, according to the report ‘Social Media in India – 2013’ by the Internet and Mobile Association Of India (IAMAI) and IMRB, released today. Social media users in urban India are expected to grow by 19% between June and December this year. The report further found that 19.8 million users use mobile phones to access social media platforms in urban India.
Based on the number of eligible voters, data of actual voter turnout from the Election Commission of India and field interviews, the report estimates that there could be a vote swing of 3%-4% in 24 states – states where the internet users are sizeable. The vote swingers can be pre-dominantly young men and non-working women whose affiliation towards social media is high.
Talking to representatives of major political parties in India, the report also found that parties have earmarked around 2%-5% of their election budgets for social media. While political parties are gradually investing in social media, corporate have long realized the importance of the medium. The corporates are spending nearly 13% of their digital advertising budget on social media in FY2012-2013. It was only 10% in FY2011-12.
Predictably, the report finds that the highest proportion of social media usage in the Top 4 Metros & the Non Metros was among the demographic segment “Young Men” with 30% and 26% penetration levels respectively.
Interestingly, the report finds that younger women are increasingly using social media, whereas, in the Other Metros & Small Metros, “College Going Students” show the highest proportion of social media usage. “Working Women” demographic segment is observed as having the lowest proportion of social media usage in Other, Small & Non-Metros whereas they show a moderate proportion of social media usage in the Top 4 Metros.
The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with ambitions of representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers, but in the last nine years has come to effectively address the challenges facing the digital and online industry including mobile content and services, online publishing, mobile advertising, online advertising, ecommerce and mobile & digital payments among others.
Nine years after its establishment, the association is still the only professional industry body representing the online and mobile VAS industry in India. The association is registered under the Societies Act and is a recognized charity in Maharashtra. With a membership of 130 plus Indian and MNC companies, offices in Delhi and Mumbai, the association is well placed to work towards charting a growth path for the digital industry in India.