2021

The year
of Unicorns
Neha Singh
DIRECTOR, SALES
COMSCORE INDIA
[email protected]
Comscore is a trusted partner for planning, transacting and
evaluating media across platforms

Founded July, 1999

Clients 3,200+ worldwide

Employees ~1750

Headquarters Reston, Virginia, USA

Global coverage 78 countries reported

Big data 1.9 trillion global interactions per month

2
India’s Digital Universe reported by Comscore

UNIQUE VISITORS

Total Digital Population (Desktop 6+ and Mobile 18+) 467,914,923

Desktop / PC (Home & Work) 100,646,102

Mobile (Smartphones and Tablets) 447,922,539

Mobile Phone (Android) 440,896,949

Mobile Phone (iOS) 4,354,488

Tablet Android 13,342,041

Tablet iOS 598,574

3 Source: Comscore MMX Multi-Platform, Nov 2021, India

India’s digital population at a glance

Demographic Distribution of 64% of the online population is

UVs in % under the age of 35 years

40% 36% 34%

60%
30%
Male Female 15 - 24 25 - 34 35+

4 Source: Comscore MMX Multi-Platform, Nov 2021, India

Digital India embraces mobile apps

Total Minutes Index

Nov-20 Nov-21

Mobile App +42%

Growth in total minutes spent on

mobile apps is higher than on
Mobile Web +8% Mobile web or Desktop

Desktop +9%

0 20 40 60 80 100 120 140 160

5 Source: Comscore MMX Multi-Platform, Nov 2021, India

Retail and financial services among top online content
categories
Top online content categories in India
UVs (Million)

News/ Information 458

Social Media 457

Entertainment 453

Retail 407

Financial Services 372

0 50 100 150 200 250 300 350 400 450 500

6 Source: Comscore MMX Multi-Platform, Nov 2021, India

Unicorns spice up the Indian digital ecosystem

Financial Services
2021 saw India replace the UK,
to become the third in the list of
countries that are home to
Unicorns – or companies with a
valuation of over 1 Billion USD Education
each. (India is preceded by US
and China.)

In Comscore’s 2021 Media Retail - Healthcare

Highlights, we review the select
categories (see right) that saw
the emergence of Unicorns.
Retail – Food/ Supermarket/ Groceries

7
Financial Services

8
Financial services at a glance

80% 59 +64%
OF THE BILLION MINUTES
MINUTES VS
INTERNET IN NOVEMBER
NOVEMBER 2020
AUDIENCE 2021

9 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Global benchmarks

UVs (million) on Financial Services category

In this category: 600

1. India ranks second with 372 513

500
million unique visitors. In terms
of reach, India ranks #7 with
400 372
80% of India’s total digital
population. Brazil ranks #1 with 300

88%. 227

200
2. However, India ranks #1 when it
113
comes to reach of the Online 99
100
Payments subcategory, at 69%.
0
China India United States Brazil Indonesia

10 Source: Comscore MMX Multi-Platform, Nov 2021, India

Indian states with the largest financial services audiences
60
54

50

40 39
35 35
33

30

20

10

0
Maharashtra & Goa Uttar Pradesh Andhra Pradesh & Telangana Tamil Nadu West Bengal, Sikkim and
Odisha
UVs (million) on Financial Services category

11 Source: Comscore MMX Multi-Platform, Nov 2021, India

Overview of India’s financial services audience

Unique Visitors in Millions

Financial Services 372

• Financial Payments is the Payments 322

largest sub-category within the

Banking 211
Financial Services category.

• The Financial Services category Investments 84

has more reach and

Financial Services and Advice 55
engagement on Mobile Apps
Insurance 36
compared to Mobile Web.

Taxes 18

0 50 100 150 200 250 300 350 400

12 Source: Comscore MMX Multi-Platform, Nov 2021, India

Key players in India
% reach of Total Digital Population in India

PAYTM.COM 45.3
1. The ranking of Financial
Google Pay (Mobile App) 43.4
Services is dominated by
PHONEPE.COM 38
payment solution platforms.
State Bank of India 19
2. Cryptocurrency exchange
Axis bank 14
appear in the top 10 Financial
HDFC Group 13
Services ranking for the first
MOBIKWIK.COM 12
time in 2021 with
CoinCDX.com. ICICI Bank 12

CoinCDX.com 9
3. Banks featuring the top ranks
are SBI, Axis, HDFC and ICICI. Samsung Pay (Mobile App) 9

0 5 10 15 20 25 30 35 40 45 50

13 Source: Comscore MMX Multi-Platform, Nov 2021, India

Engagement is highest on mobile apps
TO TAL MINUTES (BILLIONS)

Mobile Mobile
Desktop
App Web
• Online payments and
Financial Services 51.19 4.83 2.60
investment content is mostly
accessed through apps. - Payments 21.40 0.52 0.14
• Banking sees a healthy split of - Banking 3.20 1.42 1.52
engagement on apps and web. - Investments 8.74 0.77 0.43
• Engagement with tax-related - Financial Services and Advice 0.24 0.36 0.03
sites is mostly through web.
Insurance 0.09 0.27 0.22
Taxes 0.00 0.11 0.02

14 Source: Comscore MMX Multi-Platform, Nov 2021, India

Growth of female audiences on financial services

Growth in Nov 2021 vs Nov 2020 Growth in Nov 2020 vs Nov 2019
2020 2021 Nov-19 Nov-20
160 119
118
136 118
140 +22%
117
120 112 -5%
116
100
115

80 114

113
60
112
112
40
111
20
110

0 109
Female UVs (mn) on Financial Services Category Female UVs (mn) on Financial Services Category

15 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Attitudes and behaviors of netizens towards financial
management
% Reach of Total Digital Population in India

I am very good at managing money 66

Financial security for retirement is each individual's responsibility 65

It is important to be well insured about everything 64

63 63.5 64 64.5 65 65.5 66 66.5

16 Source: Comscore Plan Metrix Multi-Platform, March 2021, India

Education

17
Education at a glance

52% 9 +30%
OF THE BILLION MINUTES
MINUTES VS
INTERNET IN NOVEMBER
NOVEMBER 2020
AUDIENCE 2021

18 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Global benchmark

UVs (million) on Education category

300

250 241
• India has the largest online
education audience in the world,
with nearly 250 million monthly 200
unique visitors. 168
156
• In terms of reach, India ranks7th 150
with 53% of its online population
on education sites/ apps.
100 87
• Brazil ranks 1 with a 64% reach
of education sites/ apps among 60
the online population. 50

0
India China United States Brazil Indonedia

19 Source: Comscore MMX Multi-Platform, Nov 2021, India

India States with largest online education audiences

UVs (million) on Education category

40 38

35

30 28

25 23
21
20
16
15

10

0
Maharashtra & Goa Uttar Pradesh Tamil Nadu Andhra Pradesh & Telangana Karnataka

20 Source: Comscore MMX Multi-Platform, Nov 2021, India

Key players in India

% reach of Total Digital Population in India

Brainly SItes 9

Byjus.com 7

Jagranjosh.com 4

Sarkariresult.com 4

Vedantu.com 4

0 1 2 3 4 5 6 7 8 9 10

21 Source: Comscore MMX Multi-Platform, Nov 2021, India

Attitudes and behaviors of netizens towards education

% Reach of Total Digital Population in India

Agree that COVID emergency has given them time to learn a new skill 71.8

Agree that Covid crisis has helped them embrace technology 69.9

The government should do more to mitigate the negative impact of coronavirus

70
on education

68.5 69 69.5 70 70.5 71 71.5 72

22 Source: Comscore Plan Metrix Multi-Platform, March 2021, India

 Retail
FOOD / SUPERMARKET / GROCERIES

23
Food/Supermarket/Groceries retail at a glance

32% 6 +328%
OF THE BILLION MINUTES
MINUTES VS
INTERNET IN NOVEMBER
NOVEMBER 2020
AUDIENCE 2021

24 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Global benchmark

UVs (million) on Retail - Food/ Supermarket/ Groceries category

160
150
143
• India ranks #1 in terms of 140
monthly unique visitors
accessing the Retail – Food/ 120

Supermarket/ Groceries
100
category.
• In terms of reach, India ranks 6th 80
with 32% of its online population
59
accessing food & groceries 60
sites. 48

• UK and US top the chart with a 40 34

66% and 52% reach,

20
respectively, of the category.
0
India United States China Brazil United Kingdom

25 Source: Comscore MMX Multi-Platform, Nov 2021, India

The category grew by 148% in terms of monthly unique
visitors in a year
UVs (million) on Retail - Food/ Supermarket/ Groceries category
180

160 163 163

150
146
140
134
120 123
117
108 108
100

80
70 70
66
60 60

40

20

0
Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21 Oct-21 Nov-21

26 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Indian States with largest food/groceries/supermarket
audiences
UVs (million) on Retail - Food/ Supermarket/ Groceries category
30

25
25

20

16 16
15
15 14

10

0
Maharashtra & Goa Tamil Nadu Andhra Pradesh & Telangana Karnataka Uttar Pradesh

27 Source: Comscore MMX Multi-Platform, Nov 2021, India

Key players in India

% reach of Total Digital Population in India

Zomato 17

Swiggy.com 15

Jiomart.com 8

Bigbasket.com 5

Dominos.co.in 5

0 2 4 6 8 10 12 14 16 18

28 Source: Comscore MMX Multi-Platform, Nov 2021, India

Attitudes and behaviors of netizens towards food and
groceries retail
% Reach of Total Digital Population in India

I am willing to spend more on good quality foods 66

I like to try out new dishes - Indian and Foreign 64

It's worth paying more for organic food 56

50 52 54 56 58 60 62 64 66 68

29 Source: Comscore Plan Metrix Multi-Platform, March 2021, India

Healthcare Retail

30
Healthcare retail at a glance

16% 842 +221%

OF THE MILLION MINUTES
MINUTES VS
INTERNET IN NOVEMBER
NOVEMBER 2020
AUDIENCE 2021

31 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Global benchmark

UVs (million) on Retail - Healthcare category

UVs (million) on Retail - Healthcare category
120

• India ranks #2 in terms of 101

monthly unique visitors 100
accessing the Retail –
Healthcare category.
80 73
• In terms of reach, India ranks6th
with 16% of its online population
60
accessing Retail – healthcare
sites or apps.
• US and Canada rank 1st and 2nd 40
with 37% and 27% reach, 23
respectively, of the category. 20
10 9

0
United States India Brazil United Kingdom Canada

32 Source: Comscore MMX Multi-Platform, Nov 2021, India

The category grew by 118% in terms of monthly unique
visitors in a year
UVs (million) on Retail - Healthcare category
90

80 81
75 74
70

60 59
56
54
50 50 49 48
45 46
44
40
34
30

20

10

0
Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21 Oct-21 Nov-21

33 Source: Comscore MMX Multi-Platform, Nov 2020 - Nov 2021, India

Indian States with largest healthcare retail audiences

UVs (million) on Retail - Healthcare category

14

12
12

10
9

8
7 7 7

0
Maharashtra & Goa Uttar Pradesh Tamil Nadu West Bengal, Sikkim & Odisha Karnataka

34 Source: Comscore MMX Multi-Platform, Nov 2021, India

Key players in India

% reach of Total Digital Population in India

1MG.com 7

Pharmeasy.in 6

Apollo Health Care 3

Lenskart.com 2

Netmeds.com 2

0 1 2 3 4 5 6 7 8

35 Source: Comscore MMX Multi-Platform, Nov 2021, India