Why Facebook is suddenly bullish on Indian smartphone consumers?

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MUMBAI

When we talk about advertising potential on Facebook, the fact is that 2.2 billion global users — almost a quarter of the world’s population — constitute the largest marketplace on Earth that can be explored better with intelligent communication and targeted, age-specific outreach.
In India, there are nearly 380 million smartphone users as of today, according to Counterpoint Research.
The number of Internet users in India will reach 500 million by June, says a joint report by The Internet and Mobile Association of India (IAMAI) and Kantar IMRB. On the other hand, the mobile phone customer base now stands at over 1.17 billion, according to the Telecom Regulatory Authority of India (TRAI).
Facebook today has 217 million users in India — a huge market to tap into and advertisers know this well — and are aware of the future too when seven in 10 smartphone purchases will be mobile influenced by 2022.
“We now have reliable data how people are buying on smartphones. We can make their path to purchase smooth, make those quickers reduce friction, increase sales and cut costs for businesses,” Sandeep Bhushan, Director, Facebook India and South Asia, told IANS in an interview.
“We are mapping the friction and planning products and tools for businesses to reduce the friction and, therefore, can provide greater value for businesses and consumers alike in a secure way,” Bhushan added.
Facebook influences 33 per cent of purchase decisions amounting to $4.8 billion worth of sales and it is expected to grow two times to reach 44 per cent and influence $9.5 billion worth of sales by 2022.
According to Bhushan, Facebook is ready to help smartphone brands reduce the consumer drop-off from their purchase journey, creating $3.1 billion worth of potential revenue for them by 2022.
“We can reduce purchase time by 14 odd per cent. We also know that sales can go by up to $3 billion, built on the fact that consumers will use mobiles for various purposes and the device offers all kinds of possibilities. We can do right messaging at the right place with mobile and cut the friction,”

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Bhushan informed.
After facing the Cambridge Analytica data scandal, Facebook recently cleared that it does not tell advertisers who you are or sell your information to anyone.
Facebook’s mobile advertising revenue represented approximately 91 per cent of advertising revenue for the first quarter of 2018 — up from approximately 85 per cent of advertising revenue in the first quarter of 2017.
To take the vision closer to reality, Facebook is already running a programme with one big smartphone player.
The data lets advertisers reach the right people, including millions of small businesses, who rely on Facebook every day to reach people who might be interested in their product.

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