Facebook Adoption in India
India holds tremendous potential for Facebook and is “the most critical and strategic market” for the companies in the India. Where, Facebook is available in 12 Indian languages and over 80 percent of top-grossing apps in India are integrated with the social networking platform.Let’s see different stages of adopters and their impact or challenges faced in India.
Profiles of early adopters, early majority, laggards
Early adopters, are from Metro cities in India within age group of 18–25 years on 2006 to 2007, Where major part of them are students, employees who would like to be be interacted online for chat, share their thoughts, photos and videos and like to communicate on web to make their contacts alive.
Early Majority, As time passed on 2008, 2009 and 2010 the usage of Facebook was started on mass people on non-metro (tier-II) cities, who influenced by the metro people around them. Interestingly, the Early Majority where more among 25–35 years of age in Metro and much younger on rural areas of India.
Laggards, are those who doesn’t have proper internet connectivity and less educated, higher age group greater than 40+ years. Like villages (rural) in India and most them to like their profiles to be created based on needs and wants and move on with latest technologies in India.
Overall Men’s percentage of adopters are more in India than women.
The difference of product adoption in India vs US
Major differences among are Poor internet connectivity, Cultural and language barriers among these two countries.
- Where, Still 2G is not available on rural areas. And Major part of India is on Rural villages
- Communication being the other barrier in India, As India as 20+ languages to speak and write in India. As comparing to US, only one language “English”.
Factors which affected rate of Facebook adoption
- Low priced smartphones with more features enabled on Facebook app.
- More Internet connectivity with lesser price provided by the service providers.
- Less connectivity, without proper Internet is other side a negativity on adoption. Which is still exist in most of the rural areas in India.
- Multiple language support options in India.
Challenges faced by Facebook in India
Here are some of the major challenges:
- Rejection of free basics through government.
- Poor Internet connectivity on rural India.
- Restrictions from Government TRAI, based on content,loyalty, trust and features etc.,
- Communication and speak language barrier. As, it was to support only one language “English”.
How did it manage to cross the chasm?
- Providing the Facebook lite app among the users with lesser internet connectivity.
- More partnering with mobile operates to provide better 2G/3G/4G access to facilitate the access of face book services and features.
- Supporting multiple languages. As on today, Facebook enables 12 languages supported overall India.
- Sharing Videos, tagging friends, online games.
- Supporting all the OS in the market through apps and websites.
- Enabling the apps pre installed in smartphones, with major manufactures.
Growth hacks used or could use:
- Facebook introduced Facebook Lite App to overcome the poor internet connectivity among the rural areas.
- Supporting of 12 Major regional languages in India.
- Facebook for work place.
- Facebook analytics.
- Re-initiate of Facebook basics through internet.org.
Some of them could use:
- Facebook Express Wi-Fi Still on testing phase for their services in India.
- Offline Services on the data/content.