Cheaper handsets, 3G to push social media penetration

Will continue to remain a predominantly urban phenomenon.

KARACHI:

Social media is one of the most powerful tools for communication and the spread of information globally. However in Pakistan this has so far had limited penetration. It is predominantly an urban phenomenon and according to latest figures available, social media penetration in Pakistan is just about 4%.

This figure may come across as shocking for many, especially the denizens of Twitter and Facebook who often believe that when they post something, or tweet something, it is being read by the entire country. Nothing could be further from the truth.

But while those living in cities or accustomed to using smartphones may not know this, internet penetration in Pakistan is very low. Less than 30 million Pakistanis are on the internet, and the average online session is very short at less than seven minutes. And according to research and available data, the primary reason for going online is socialising and to get the news.

It could be a cultural thing. While trends are changing, Pakistanis are not very outgoing, and the masses are still conservative. We don’t tend to put ourselves out there, just yet. That is why less than a third of Pakistan’s internet population uses Facebook, at about nine million. This is very low considering the jump in users since the Youtube ban.

And Twitter is not even close to being a national voice when it comes to Pakistan. Even though Pakistanis love to discuss politics, to spread and catch up on gossip, apparently they don’t like to be seen to be doing this. Less than two million Pakistanis are on Twitter. This just goes to show, if you see something trending on Twitter, don’t automatically assume it is something everyone agrees with.

In fact, this may be one of the reasons for the dramatic failure of Pervez Musharraf in the ‘real world’ when his followers continuously boasted high numbers on his Facebook page. They were misled by the numbers, not realising that in Pakistan, real political power is still wielded on the streets, not on Twitter or Facebook.

The success (on social media) and failure (on the ground) of the PTI to sweep the national elections can also be attributed to this phenomenon, in part at least.



The potential jump in social media penetration will, however, come this year and in the year to come. The two catalysts for this potential growth will be the launch of 3G either very late this year or early next year, coupled with the already falling rates of smartphones. Where a few years ago, one had to dish out in excess of Rs40,000 to even think of getting a smartphone, now there are a lot of options available for less than Rs10,000. Smartphone penetration in Pakistan is still very low at about 10%. This is a huge market, just waiting to be tapped.

Published in The Express Tribune, July 8^th, 2013.

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