Google and Microsoft Dominate Online Conversations in India

Strategic Insights -

The two tech giants, Google and Microsoft, lead the conversations online in India, accounting for 20% and 12% of all monitored discussions respectively, according to a survey by Edelman and Brandtology. The survey, titled Digital Brand Index (DBI) for India, monitored 74,452 online conversations relating to 96 large technology brands, contained within 423 communication channels, between July and September. Twitter India emerged as the "buzziest" communication channel, with almost 60% of the overall conversation share, followed by online forums like Chip India Forum and TechArena Community Forum.

Key Takeaways:

  • Google secured 20% of all monitored conversations, making it the most discussed technology brand in India, while Microsoft secured 12% of conversations, placing it second.
  • The top 10 technology brands in India, as per the DBI, include Yahoo!, Intel, and Sony, which collectively formed 14% of the overall online conversation during the September quarter.
  • Twitter India emerged as the "buzziest" communication channel, with almost 60% of the overall conversation share.
  • Select online forums, such as the Chip India Forum, TechArena Community Forum-Windows Software, Digit's Technology Discussion Forum, and DigitalPoint Forum, emerged as key hubs for technology-related conversations.
  • The survey noted that while Internet and software brands lead the conversations online, mobile and telecommunications brands like Nokia and BlackBerry, and consumer electronic brands like Dell, Samsung, and LG also featured in the top 10.
  • The DBI monitored 74,452 online conversations relating to 96 large technology brands, contained within 423 communication channels, between July and September.

Statistics:

  • Google secured 20% of all monitored conversations.
  • Microsoft secured 12% of all monitored conversations.
  • Twitter India accounted for 60% of the overall online conversation share.
  • 14% of the overall online conversation during the September quarter was related to Yahoo!, Intel, and Sony.
  • The survey monitored 74,452 online conversations relating to 96 large technology brands.
  • 423 communication channels were analyzed during the September quarter.
  • One brand was mentioned every two minutes on average.

Sources:

  • PTI, October 26, 2009 - "Google, Microsoft 'most discussed tech brands' in India"
  • Digital Brand Index (DBI) for India, Edelman and Brandtology, 2009 - "Rising Influence of Social Media Channels like Twitter in India"
  • Edelman India, 2009 - "Edelman India National Director (Corporate Practice) Sachin Talwar"