The Associated Chambers of Commerce and Industry and Yes Bank have released the Driving Growth in New Media study. According to the same, the total number of internet connections in India is expected to surpass 380 million by 2017, from the current level of 168 million.
Further, as per the study, wireless connections will comprise close to 90 per cent of all connections added over 2012-17. As per the data in the study, the number of social media users in urban India reached 62 million by December 2012 and it is estimated to reach 66 million by June 2013.
These customers largely consist of the youth segment and this development has given a fillip to digital advertising, which accounts for the largest share of ad spends. Also, social media is gaining ground as a powerful brand management tool for targeted engagements with the consumer and is an essential marketing tool which provides valuable feedback mechanisms.
