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India Online 2007




    Local Language
  Content Users Report




                         2
© copyright JuxtConsult
4
Table of Content
India Online 2007 ......................................................... 1
India Online 2007 Reports ....
6
India Online 2007




India Online 2007
The India Online 2007 study is not just an annual update over the
previous year's ...
Local Language Content Users



In sum, what you get in India Online 2007 you are unlikely to get
elsewhere:

   Highly cr...
India Online 2007




India Online 2007
Reports
Main Report
   Overall Status and Usage of Internet in India


User Segmen...
Local Language Content Users



   Online music
   Online games
   Online real estate
   Mobile content download
   Astrol...
India Online 2007




Methodology
In order to derive highly robust and authentic estimates of the current
user-ship of Int...
Local Language Content Users



attractiveness of the incentive prize offered for filling the survey,
etc.).

The land sur...
India Online 2007




To check for both the 'regular' as well as 'occasional' usage of the
Internet, at each of the 10,000...
Local Language Content Users



In this year's study, the information area coverage (in the online
questionnaire) was also...
India Online 2007



The net result was the compilation of the latest, highly authentic and
representative database on the...
Local Language Content Users




Executive Summary
There is a huge ‘mismatch’ between potential demand and supply of
local...
India Online 2007



networking and instant messaging are relatively more popular among
them.

However, it is the availabi...
Local Language Content Users




Key Findings
There is a huge ‘mismatch’ between potential demand and supply of
online loc...
India Online 2007



Finally, a look at the wish list of the ‘desired’ online content in local
Indian language among both ...
Local Language Content Users




The southern skew in demand of local language web content is also
reflected in the popula...
India Online 2007



Table 5: Distribution of local languages content users by Town Class
Town Class          Local       ...
Local Language Content Users



    Broadband remains the predominant type of connection at home
    (71%) and office (65%...
India Online 2007



Table 7: Online activities undertaken ‘relatively’ more by local
language content users (Top 10)
Onli...
Local Language Content Users



Among the various stimuli, local language content users seem to be
‘relatively’ more respo...
India Online 2007



Table 9: Response to online marketing stimuli
Online Marketing           % of Local   % of All Intern...
Local Language Content Users



Vaartha                                   0.70%
Dailythanthi                              ...
India Online 2007



Table 12: Most popular websites for specific online activities
Online Activity           Top Website ...
Local Language Content Users




Detailed Findings




                               22
India Online 2007




Popularity of the
Activity
Table 13: Popularity of various internet activities
Website              ...
Local Language Content Users




Local Language
Content Specific
Usage
Chart 1: Vernacular language usage

 Current Year  ...
India Online 2007



Table 14: Most used local language (other than English)
Website       Language Users   All Users
Tami...
Local Language Content Users



Table 15: Most used website for checking content in other language
Activity           Lang...
India Online 2007



Table 16: Online activities desired in other languages
Activity                      Language Users  ...
Local Language Content Users




Demographic Profile
of Local Language
Content Users
Chart 2: Gender breakup

 Current Yea...
India Online 2007



Chart 3: Age group distribution

 Current Year             Age 13-18 years         Age 19-24 years
  ...
Local Language Content Users



Chart 4: City class - by population size

 Current Year       Upto 1 Lakh      1-5 Lakhs  ...
India Online 2007



Chart 5: City class - by market size

 Current Year   Metro      Urban uptowns   Emerging Towns      ...
Local Language Content Users



Table 17: Top 10 cities
Cities              Language Users   All Users
Delhi              ...
India Online 2007



Chart 6: Region-wise break-ups

 Current Year         South          West   North      East

 60%    ...
Local Language Content Users



Table 18: Preferred language of reading
Cities        Language Users   All Users
English  ...
India Online 2007




Socio-Economic
Profile
Chart 7: Socio economic classification

 Current Year         SEC A          ...
Local Language Content Users



Chart 8: Highest educational qualification
 Current Year             Up to SSC/HSC
       ...
India Online 2007



Chart 9: Occupational break up

 Current Year         Unemployed   Employed

 80%
                   ...
Local Language Content Users



Chart 10: Function / field of occupation
  Current Year
                      IT/SW       ...
India Online 2007



Chart 11: Head of the household

 Current Year   Head of the household   Not head of the household
 6...
Local Language Content Users




Economic Profile
Chart 12: Monthly family income

 Current Year         Upto Rs. 10K     ...
India Online 2007



Chart 13: Most expensive vehicle owned by the household
  Current Year        2 Wheeler            4 ...
Local Language Content Users



Chart 14: Ownership of credit cards (individually)

Current Year      Don't own a credit c...
India Online 2007



Table 19: Household asset ownership
Assets                    Language Users   All Users
Color TV    ...
Local Language Content Users



Chart 15: Current loan liabilities

 Current Year               Home Loan                 ...
India Online 2007




Net Usage Status
Chart 16: Years of experience in using internet

 Current Year         Up to 1 year...
Local Language Content Users



Chart 17: Place of accessing internet

 Current Year                  Home
               ...
India Online 2007



Chart 18: Type of internet connection at home

 Current Year
                    Regular Dial Up     ...
Local Language Content Users



Chart 19: Type of internet connection at office

 Current Year
                      Regul...
India Online 2007



Chart 20: Service provider subscribed to at home

 Current Year                      BSNL/Sancharnet ...
Local Language Content Users



Chart 21: Service provider subscribed to at office

 Current Year                     BSNL...
India Online 2007




Net Usage Dynamics
Chart 22: Frequency of accessing internet from home

 Current Year         At lea...
Local Language Content Users



Chart 23: Frequency of accessing internet from office

 Current Year         At least once...
India Online 2007



Chart 24: Time of the day accessing internet from home

 Current Year          Midnight to 9.00 AM   ...
Local Language Content Users



Chart 25: Time of the day accessing internet from office

 Current Year         Midnight t...
India Online 2007



Chart 26: Duration of PC usage from home

 Current Year
                      Light users     Medium ...
Local Language Content Users



Chart 27: Duration of internet usage from home

 Current Year
                      Light ...
India Online 2007



Chart 28: Duration of PC usage vis-à-vis internet usage from home

 Current Year                 PC U...
Local Language Content Users



Chart 29: Duration of PC usage from office

 Current Year         Light users    Medium us...
India Online 2007



Chart 30: Duration of internet usage from office

 Current Year         Light users    Medium users  ...
Local Language Content Users



Chart 31: Duration of PC vis-à-vis internet usage from office

 Current Year              ...
India Online 2007



Chart 32: Duration of internet usage during weekdays vis-à-vis
        weekends

 Current Year       ...
Local Language Content Users



Chart 33: Time spent by internet users on watching TV

 Current Year         Light users  ...
India Online 2007



Chart 34: Time spent by internet users on reading newspaper

 Current Year         Light users     Me...
Local Language Content Users



Chart 35: Time spent by internet users on listening to radio

 Current Year         Light ...
India Online 2007




Preferred Net
Activities
Table 20: Popularity of various internet activities
Website                ...
Local Language Content Users



Chart 36: Professional activities

 Current Year     Emailing - work related              ...
India Online 2007



Chart 37: Personal activities

 Current Year      Emailing - personal                Check news
     ...
Local Language Content Users



Chart 38: Downloading activities

           M usic                                Online ...
India Online 2007



Chart 39: E-commerce related activities

Current Year               E-greetings                      ...
Local Language Content Users



Chart 40: Online shopping

 Current Year
                          Non-Buyers         Buye...
India Online 2007



Chart 41: Blogging activities

 Current Year          Check / read blogs         Comment on blog post...
Local Language Content Users



Chart 42: Member of an online community

Current Year      Not a member of any online comm...
India Online 2007



Table 21: Membership by type of online community
Type Of Community                      Language User...
Local Language Content Users



Chart 43: Problems faced while surfing the internet

 Current Year        Slow website ope...
India Online 2007



Table 22: Preferred websites - emailing
Website           Language Users   All Users
Yahoo           ...
Local Language Content Users



Chart 44: Multiple user shares of email websites

 Current Year
                Yahoo     ...
India Online 2007



Chart 45: Number of email accounts and average per capita email ids

 Current Year           1 email ...
Local Language Content Users




Most Used Websites
Table 23: Top of mind unaided recall - all websites
Website          L...
India Online 2007



Table 24: Most used website - all websites
Website        Language Users   All Users
Google          ...
Local Language Content Users



Table 25: Info search (English)
Website      Language Users   All Users
Google            ...
India Online 2007



Table 26: Info search (local language)
Website          Language Users   All Users
Google            ...
Local Language Content Users



Table 27: Job search
Website       Language Users   All Users
Naukri                  38% ...
India Online 2007



Table 28: Online shopping (other than travel tickets)
Website        Language Users   All Users
Redif...
Local Language Content Users



Table 29: Online news
Website          Language Users   All Users
Yahoo                   ...
India Online 2007



Table 30: Financial news & info (rates, quotes, etc.)
Website                   Language Users   All ...
Local Language Content Users



Table 31: Online share trading
Website           Language Users   All Users
ICICI Direct  ...
India Online 2007



Table 32: Real estate info
Website         Language Users   All Users
Google                    22%  ...
Local Language Content Users



Table 33: Matrimonial search
Website           Language Users   All Users
Shaadi          ...
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
Juxt Consult India Online 2007 Local Language Content Users Report
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Juxt Consult India Online 2007 Local Language Content Users Report

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The India Online Vernacular Language Report studies the popularity of the activity ,local language content specific usage,Demographic Profile of Local Language Content Users,Socio-Economic Profile,Economic Profile,Net Usage Status,Net Usage Dynamics,Preferred Net Activities,Most Used Websites,Most Used Offline Media Brands,Response to Online Marketing Stimuli,Offline Brands Recalled etc

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Transcript of "Juxt Consult India Online 2007 Local Language Content Users Report"

  1. 1. India Online 2007 Local Language Content Users Report 2
  2. 2. © copyright JuxtConsult
  3. 3. 4
  4. 4. Table of Content India Online 2007 ......................................................... 1 India Online 2007 Reports ............................................... 3 Methodology ............................................................... 5 Executive Summary .....................................................10 Key Findings ..............................................................12 Detail Findings Popularity of the Activity ..............................................23 Local Language Content Specific Usage .............................24 Demographic Profile of Local Language Content Users ...........28 Socio-Economic Profile .................................................35 Economic Profile.........................................................40 Net Usage Status.........................................................45 Net Usage Dynamics.....................................................51 Preferred Net Activities ................................................65 Most Used Websites .....................................................78 Most Used Offline Media Brands.......................................97 Response to Online Marketing Stimuli.............................. 101 Offline Brands Recalled .............................................. 102 Segment Wise Detailed Tables ...................................... 103 Appendix ................................................................ 162
  5. 5. 6
  6. 6. India Online 2007 India Online 2007 The India Online 2007 study is not just an annual update over the previous year's India Online 2006 study but rather a continuation of JuxtConsult’s efforts to keep improving the quality of the study every year. The improvements made in the study this year not only involve further strengthening of the research methodology but also enhancing the coverage of the information, especially in the emerging areas of internet usage in the country like blogging, social networking and language website usage. Accordingly the India Online 2007 set of reports will not only provide you the most recent estimates on the Internet user-ship, its growth and penetration in India but will also give you an 'insightful' understanding of the current net usage behavior and preferences of various kinds of online Indians. Like in the year 2006, JuxtConsult conducted two large-scale 'primary' surveys, one offline and one online to complete the study this year as well. However, the sample size for the 'land' survey (which is used to estimate the size of internet using population in urban India) was almost doubled this year to further improve the coverage among the various population strata in urban India. The land survey, conducted during April 2007, covered 10,000 households across 31 cities of various sizes across all the four regions of the country. The 'online' survey was conducted among 3 of the most popular and generic portals in Indian with the focus on capturing the in-depth net usage behaviors and preferences of online Indians. This survey was conducted by JuxtConsult between April-May 2007 and over 14,200 in- depth and usable responses were collected and analyzed for final reporting. There is one key difference in the study this year compared to the last year. To make our findings more representative of the entire urban online population and not just the Internet users who are more likely to respond to online surveys, this year we have ‘linked’ the findings of our online survey with the findings of our land survey. This was done by deriving appropriate individual level ‘weights’ for Internet users from the land survey and then applying them to the data of the online survey. The key information included in the various reports cover the demographic and socio-economic profiles of the net users, their ownership of household assets, the source and place of their access to internet, net usage dynamics, preferred online activities, website preferences for over 20 key online activities, online buying behavior and spends, response to online marketing stimuli, offline media preferences, and much more. 1
  7. 7. Local Language Content Users In sum, what you get in India Online 2007 you are unlikely to get elsewhere: Highly credible latest estimate of internet using population in urban India Key insights on various aspects of internet usage in India An understanding of online Indians as 'consumers' and not just as faceless net users How to reach these online consumers on the net, as well as through the offline mediums Preferred 'user shares' of key online brands in 21 different online activity categories 2
  8. 8. India Online 2007 India Online 2007 Reports Main Report Overall Status and Usage of Internet in India User Segment Supplementary Reports Women on the net Youth on the net (teenagers and young adults) Net users by their socio-economic (SEC) profile Students on the net Corporate employees on the net IT professionals on the net Heavy Online Spenders on the net Bloggers on the net Car owners on the net Two-wheeler owners on the net Mobile phone owners on the net Credit card owners on the net Net users by place of access (homes, place of work, cyber cafes) Net users by type of connection (broadband, dial-up) Net users by town population size (10 lakhs plus, 5-10 lakhs, 1-5 lakhs, Below 1 lakh) Net users by town market size (metros, urban uptowns, emerging towns, others) Net users as financial investors Vernacular language net users Category Supplementary Reports: (comparative profiling of top 5 websites) Online shopping Emailing Job search Matrimony Info search - English Info Search - Local language Online travel Social networking/communities Friendship / dating Online news Financial info/news Online share trading Cinema content Sports content 3
  9. 9. Local Language Content Users Online music Online games Online real estate Mobile content download Astrology Online learning/education Note - All supplement reports are subject to sufficiency of sample responses. Demographic segment wise details by gender, age, SEC classification, region and place of net access are included in each of the reports as appendix tables. 4
  10. 10. India Online 2007 Methodology In order to derive highly robust and authentic estimates of the current user-ship of Internet in India, and draw out a truly representative internet usage behavior patterns, we at JuxtConsult keep improving and refining our research methodology for the India Online study every year. In 2007, we have again brought in two significant improvements: We have increased our land survey sample base to 10,000 (from 5,500 last year) and the coverage of the number of cities to 31 (from 21 last year). The distribution of these 31 cities continues to be well spread across the 4 regions of the country. But more importantly, in terms of coverage of towns by their population size, we dug deeper this year and covered all town classes that have population of 20,000 individuals and above. Further, to better capture the internet usage across all types of socio-economic classes (SEC) in urban Indian, we allocated equal sample quota among the 5 broad socio-economic classes A, B, C, D and E across various zones within a town, and then across the town classes and regions. To correct for and put back the real representation of the socio-economic classes (and not equal representation) during the data processing stage, we incorporated the appropriate SEC 'weights' derived from the actual urban population statistics from authentic govt. Sources (National Sample Survey Organization and Census of India). These two refinements in the sampling methodology ensured that this year we get an even better representation of various types of internet users in urban India. Like last year, this year again we conducted both a land survey and an online survey separately, with the focus of the land survey being on estimating the size of the internet using population in urban India, and that of the online survey on capturing the net usage behavior and preference patterns. The two surveys had some common questions on demographic profiles and net usage behavior to help us link up the two sets of data at the processing stage. The Land Survey The objective of the land survey was two fold. First, to help us estimate the internet user-ship in urban India, as with a land survey we could cover both the user and non-user population of the internet in a representative way. The other objective was to derive relevant demographic 'multipliers' from this survey which could then be applied to the internet usage data collected in the online survey. The use of these 'individual' level multipliers helped us make the online survey findings 'representative' of the entire urban online population and not just of those who are more likely to fill up an online surveys (because of factors like convenience of access, regularity of usage, 5
  11. 11. Local Language Content Users attractiveness of the incentive prize offered for filling the survey, etc.). The land survey undertaken this year was again a household level survey across 10,000 households in 31 cities spread across all regions of India. The survey was conducted and completed between mid-April to early-May 2007. Care was taken that all relevant classes of towns with population size of over 20,000 individuals were covered and surveyed across each of the 4 regions of the country. Within a city, 5 geographical locations were chosen, one each in the north, south, east, west and central parts of the city. From each location within a city an equal number of households from the five socio-economic classes A, B, C, D, and E were surveyed. The cities where the land surveys were conducted and the size of the sample data collected from each of these cities are as follows: Table 1: Detailed Sample Base Distribution of the Land Survey Region City/ Town City Class Sample Size City Class North Delhi 10 lakh + 401 10 lakh + Kanpur (UP) 10 lakh + 297 10 lakh + Ludhiana (Pun) 10 lakh + 302 10 lakh + Patna (Bih) 10 lakh + 303 10 lakh + Allahabad (UP) 5 lakh – 10 lakh 298 10 lakh + Ajmer (UP) 1 lakh – 5 lakh 314 10 lakh + Bhadohi (UP) 50 K – 1 lakh 299 5 lakh - 10 lakh Muradnagar (UP) 50 K – 1 lakh 300 5 lakh - 10 lakh Sohna (Har) 20 K – 50 K 307 5 lakh - 10 lakh West Mumbai (Mah) 10 lakh + 399 5 lakh - 10 lakh Ahmedabad (Guj) 10 lakh + 404 5 lakh - 10 lakh Pune (Mah) 10 lakh + 300 5 lakh - 10 lakh Rajkot (Guj) 5 lakh - 10 lakh 301 1 lakh – 5 lakh Dewas (MP) 1 lakh - 5 lakh 303 1 lakh – 5 lakh Hinganghat (Mah) 50 K - 1 lakh 307 1 lakh – 5 lakh Mhowgaon (MP) 20 K - 50 K 296 1 lakh – 5 lakh Katol (Mah) 20 K - 50 K 276 1 lakh – 5 lakh East Kolkata (WB) 10 lakh + 398 1 lakh – 5 lakh Guwahati (Ass) 5 lakh – 10 lakh 299 50 K – 1 lakh Bhubneshwar (Ori) 5 lakh – 10 lakh 303 50 K – 1 lakh Raniganj (WB) 1 lakh – 5 lakh 300 50 K – 1 lakh Bhatapara (Chat) 50 K – 1 lakh 252 50 K – 1 lakh Champa (Chat) 20 K – 50 K 292 50 K – 1 lakh South Chennai (TN) 10 lakh + 407 50 K – 1 lakh Bangalore (Kar) 10 lakh + 406 20 K - 50 K Hyderabad (AP) 10 lakh + 410 20 K - 50 K Mysore (Kar) 5 lakh – 10 lakh 329 20 K - 50 K Kozhikode (Ker) 1 lakh – 5 lakh 300 20 K - 50 K Nellore (AP) 1 lakh – 5 lakh 300 20 K - 50 K Cheruvannur (Ker) 50 K – 1 lakh 294 20 K - 50 K Edapaddi (TN) 20 K – 50 K 305 20 K - 50 K Total (31) - - 10002 Total (31) Base: 9,999 6
  12. 12. India Online 2007 To check for both the 'regular' as well as 'occasional' usage of the Internet, at each of the 10,000 households contacted it was queried: If any member of the household use the Internet 'at all' from anywhere (home or any location outside)? And If any member of the household use the Internet ‘at least once a month’ from anywhere (home or any location outside)? Some further questions related to the specifics of demographic profile of the head of the household, their knowledge of English, computer usage, and asset ownership of the household were also asked from the respondent. The usage of computer and Internet was separately checked for each member of the household from the respondent. The above information about the head of the household, especially their education and occupation profile (thereby identifying their socio- economic or SEC classification) together with the town size class and region were used to link up to the similar authentic Government of India data to estimate the Internet user-ship as well as to generate the appropriate 'multipliers' that were to be applied to the data collected from the online survey. The Online Survey The online survey was used to collect the in-depth information on internet usage patterns and other media usage patterns among the various types of net users. This was done through a 'large-scale' online survey conducted between end-April to mid-May 2007 among the users of three of the biggest and most generic portals in India, namely Yahoo, Rediff and Google. On one end, the email properties of Yahoo, Rediff and Google (Gmail) were used through online survey campaigns to target the widest possible base on internet users in a random manner and collect responses (as these three email portals together cover almost all email users with a personal email id in the country). At the same time, to cover for whatever may have got missed out in these survey campaigns on email portals, a parallel 'contextual search' based survey ad campaign was run using Google AdSense. All the survey campaigns were paid for and officially run by these portals among their users. The overall online survey campaign used a combination of banner ads, e-mailers and contextual search ads through these portals. The online survey was conducted using an e-questionnaire segmented into three sections. The questionnaire was pre-tested and timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire was structured and designed to reduce the level of 'respondent fatigue' to an extent that was practically possible. 7
  13. 13. Local Language Content Users In this year's study, the information area coverage (in the online questionnaire) was also enhanced and fine tuned somewhat to keep abreast with the changing and evolving Indian online space: The net usage behavior and preferences of new phenomena like blogging, social networking and language content checking were included. In terms of capturing website preferences, 6 more online activity categories were included this year to take their coverage to 21. The new categories added were instant messaging, real estate, online info search engine in local languages, astrology, online share trading and online learning/education. The question about 'blogging' was fine tuned to segregate usage behavior between only reading blogs, posting comments on blogs and having a blog site of one's own. In the online questionnaire, a response format of 'clicking' a single or multiple options among the various given options was used for most questions. For each of these questions it was also possible for a respondent to answer 'none' or 'any other'. However, wherever the respondents were asked to give preferences for websites or brand names, only a text box was provided for them to type the name on their own (or type 'none' if not applicable). This was done to ensure that all such recall and actual usage preference responses were solicited 'unprompted'. Further, to enlist complete and sincere responses, an incentive of a significant cash prize was also announced for one selected respondent to be given at the end of the survey. Over 26,000 unduplicated and clean responses were collected from the online survey campaign in about 31/2 weeks time. Of these, all 26,000 responses were complete on user profiles and their net usage behavior information. Around 14,200 responses were complete in all aspects, including various online activities undertaken and website preferences. Thus, the responses from the three sections of the online survey have different valid sample bases and have been reported accordingly. All the usable responses after data cleaning were then collated, crosschecked and processed for tabulation and analysis. While doing the tabulation, any errors and spelling mistakes in typing of the brand names, etc. By the respondents were carefully checked and corrected. Finally, the appropriate weights (multipliers) as derived from the land survey were incorporated into the usable online survey responses to make them more 'representative' of the entire urban online population. Further, for questions that asked for preferred websites names, to remove the possible 'source' bias towards any specific generic portal among the three generic portals used, an 'equalization' correction factor was also incorporated. 8
  14. 14. India Online 2007 The net result was the compilation of the latest, highly authentic and representative database on the Internet habits and website preferences of online Indians. This database was then used for making 'insightful' analysis and conclusions as contained in the various reports of the India Online 2007 study. Last but not least, in this year's reports we have brought in the presentation of the 'changes' in the usage behavior and preferences vis- à-vis the last year. Wherever relevant, these changes have been presented graphically along with all the current year's data charts, graphs and tables. Note - Because of a deeper and more robust coverage of internet usage among the smaller towns (down to 20,000 population town classes), and among all the socio-economic classes in this year's land survey, there is likely to be an element of 'correction' seen in this year's data (as compared to the previous year's). These corrections are likely to be more visible in some of the demographic, socio-economic and economic profile of online Indians. The correction factor may also apply, though assumedly not to the same degree, to the current year's data on net usage behavior and website preferences. 9
  15. 15. Local Language Content Users Executive Summary There is a huge ‘mismatch’ between potential demand and supply of local language content. Against 60% of all regular online Indians ‘preferring’ to read in local Indian languages, only 12% actually check local language content online. It indicates low overall ‘relevance’ and ‘value’ of the existing local language content on the net. The yawning gap is largely because of the absence of ‘language’ equivalents of popular online content areas like job search, email and IM, info search, online travel booking, shopping, music, e-greetings, social networking / dating / matrimonial search, etc. However, as 1 in 3 local language content user indicates ‘English’ as their most preferred language of reading, it appears that the existing online local language content is satisfying some ‘additional content’ needs of even those who can possibly check all kinds of online content in English anyways. And this need largely appears to be in the area of ‘local news’, as at least 40% of the preferred usage of local language websites fall in the genre of ‘regional news’. The current local language content user base is coming significantly more from South India. South Indians comprise almost 52% of the entire segment user base (against a much lower 40% share among all Internet users). At the language level, Tamil tops in the usage of local language web content (along with Hindi) with 19% usage share. Local language content users do not necessarily come more from smaller towns. Their distribution across town classes follows the overall trend for Internet users. Metros and urban uptowns account for over 52% of this segment, while emerging and smaller towns account for the balance 48%. The demographic profile of the local language content user varies subtly from the regular Internet user. The overall ‘caricature’ that emerges is of a slightly older, better educated, upper/middle class Internet user who is the head of the household more often than not. They are the more ‘seasoned’ internet users. 73% of the local language content users have over 2 years of Internet usage experience (against 63% among all internet users). They are not only the more ‘frequent’ users of the net but also show noticeably higher proportions of ‘heavy’ internet users amongst them (those who are online for over 2 hours per day). They ‘search’ and ‘check’ information on the net significantly more. Compared to all internet users, local language content users search and check ‘personal interest’ information significantly more. Online activities such as checking sports, news, real estate info, social 10
  16. 16. India Online 2007 networking and instant messaging are relatively more popular among them. However, it is the availability of ‘interactive’ online content (like emailing, messaging/chatting, social networking /communities and blogging) in local languages that is more likely to open the ‘floodgates’ for sizeable usage of online local language content in India. Local language content users are relatively more ‘responsive’ to online marketing stimuli. Over 4-in-5 local language content users (81%) have responded to at least one online marketing stimulus (against 73% of all internet users). Google has a relatively stronger standing in this segment. Google has a strong grip on this online segment with leadership position at not only the overall website salience and usage level, but also for 8 of the popular online activities. In comparison, Yahoo leads only in 5 categories (against 7 categories that it leads among the overall net user level). 11
  17. 17. Local Language Content Users Key Findings There is a huge ‘mismatch’ between potential demand and supply of online local language content While 60% of all regular online Indians say that they ‘prefer’ to read in local Indian languages and not English, only 12% of all regular online Indians actually check local language content online. In number terms it means that on a ‘potential base’ of almost 15 million, only 3 million online Indians check local language content on the net. It clearly indicates that though there is a huge potential that a ‘sitting’ existing online Indians user base offers, the ground level conversion is an abysmal 20% (3 out of 15 million). And as the balance 12 million are already on the net (and most on a daily basis), checking English content despite being relatively less comfortable doing so, the dearth and low ‘relevance’ and ‘value’ of the existing local language content stares point-blank on the online content provider’s face. It appears that the local language preferring online Indians still await the popular (and may be more relevant) online content like job search, email and IM, info search, online travel booking, shopping, music, e- greetings, social networking / dating / matrimonial search, etc. to ‘happen’ in their language some day. Ironically, the lack of ‘interactivity’ of this ‘interactive’ medium in local Indian languages, if not corrected in time, may prove to be its nemesis in the soon-to-be most populous country in the world. Further, a careful look at the popular ‘websites’ that are being used to check local language content currently also reveal this lacuna. Other than the top 3 generic portals which have some multi-lingual content (Google, Yahoo and Rediff), most of the other popular websites come from the genre of online versions of ‘regional news media’. While 40% of local language content users cite these ‘e-news portals’ as their most preferred local language website, only 22% cite the 3 above mentioned generic portals. _______________________________________ 1 Though the usage of language content on the net was also checked in the 2006 survey, it was done as a single question as one among the various online activities undertaken by the online Indians. In contrast, the possible usage of language content, and the preferred websites to do so, was probed more deeply this year. Due to somewhat different phrasing of the questions in the two years, the responses got also differ noticeably. We have therefore, avoided to compare the language content usage this year vis-à-vis the last year as it would not be appropriate to do so. 12
  18. 18. India Online 2007 Finally, a look at the wish list of the ‘desired’ online content in local Indian language among both the existing and prospective users also indicates the huge potential (and the opportunity in waiting) for those who may wish to take a lead in this direction: Table 2: Desired online activities in Indian languages Online activities desired in Local Existing Local All Indian Languages Language Internet Content Users Users Sample Base 1,388 14,253 Email 71% 61% Chatting 50% 46% Entertainment 58% 45% Search information 45% 33% Online news 51% 31% Online learning / education 37% 31% Astrology 29% 23% Online shopping 22% 18% Travel related information 24% 16% Matrimony 18% 13% Blogs 18% 12% Not Interested in any of these 7% 21% activities The demand for local language content is ‘stronger’ among the online South Indians Over 1-in-2 local language content users (52%) belong to South India which is significantly higher than the share of this region among all Internet users (40%). On the other hand, North and East zones online Indians have a below average representation in the usage of local language content online. Table 3: Regional distribution of local languages content users Regions Existing Local All Internet Language Users Content Users Sample 1,388 14,253 Base North 15% 22% East 7% 12% South 52% 40% West 26% 26% The cities accounting for the bulk of this ‘southern skew’ in the user base of local language content are Chennai, Bangalore, Hyderabad and some mid-level and smaller southern towns such as Coimbatore, Thiruvananthapuram, Kochi, etc. 13
  19. 19. Local Language Content Users The southern skew in demand of local language web content is also reflected in the popularity of the ‘languages’ in which the content is sought. Tamil tops the chart (along with Hindi) with 19% usage share. Table 4: Popularity of ‘languages’ in the usage of local language content (Top 10) Language % of Local % of Preferred Language Language of Content Users Reading Sample 1,388 1,388 Base Tamil 19% 13% Hindi 19% 13% Malayalam 15% 8% Telugu 13% 9% Marathi 12% 8% Kannada 6% 5% Bengali 6% 4% Gujarati 3% 2% Oriya 1% 1% Konkani 1% 0% An interesting observation is that 1 in 3 of the local language content users (34%) are those who’s most preferred language of reading is ‘English’. Obviously then, the existing online local language content is satisfying some ‘additional content’ need of those who can check all possible content in English anyways. Local language content users do not necessarily come more from the smaller towns Though one would expect local language content users to come more from the smaller towns, it is not so. In fact, their distribution across various town classes (by market size) follows the overall trend for Internet users. Metros and urban uptowns account for over 52% of this segment, while emerging and smaller towns account for the balance 48%. 14
  20. 20. India Online 2007 Table 5: Distribution of local languages content users by Town Class Town Class Local All (by market Language Internet size) Content Users Users Sample Base 1,388 14,253 Metro 38% 37% Urban 14% 14% uptowns Emerging 18% 16% Towns Others 30% 33% The demographic and socio-economic profile of local language content users varies in subtle nuances from all Internet users: They are relatively older. 25-45 yr olds constitute 57% of the segment as against 49% among all Internet users – this also explains the higher employment status among this segment. Given the ‘older male’ demographic characteristic of the local language content user, the proportion of ‘head’ of households is also notably higher among them at 56% compared to 47% among all Internet users. A slightly higher proportion of this segment is employed in the IT/ Software sector (27% versus 18% among all Internet users). The affluence levels appear to be a shade lower among local language content users – proportion with MHI (Monthly Household Income) of Rs 50,000+ is 11% versus 13% among all Internet users. Household Durables ownership is also just marginally lower. Interestingly, while the SEC distribution reveals a larger SEC ‘C’ base among this segment (29% versus 23% among all) – the share of lower secs (D and E) is below average. This segment also has a higher share of graduate + users (71% versus 64% among all Internet users). The overall ‘caricature’ that emerges of local language content users is of a slightly older, better educated, upper/middle class Internet user, with every second such user coming from South India. Local language content users are the relatively more ‘seasoned’ Internet users 73% of the local language content users have over 2 years of Internet experience and nearly half of them (47%) have been using the Internet for 5 years or more. Corresponding figures for all Internet users are much lower at 63% and 37% respectively. Other Internet related specifics such as place of access and type of connection follow the trend for all Internet users: Over 4-in-5 (83%) access Internet from their place of work, followed by nearly 3-in-5 who do so at home (58%). 15
  21. 21. Local Language Content Users Broadband remains the predominant type of connection at home (71%) and office (65%). This segment also shows a distinctly higher share of ‘heavy’ Internet users (those who are online for over 2 hour per day). They not only a show a proportionately higher ‘duration’ of net surfing from both home and place of work but also both during the weekdays and the weekends. The proportion of ‘heavier’ net usage is higher from place of work and accordingly during weekdays. Table 6: Duration of internet surfing per usage day Heavy Internet Proportion of Proportion of Users (2 hrs +) Local Preferred Language Language of Content Users Reading Sample Base 1,388 14,253 From Home 27% 22% From Place of 34% 29% Work During Weekday 49% 39% During Weekend 45% 41% Other salient aspects of this segment’s Internet usage are: At 60%, a higher proportion of local language content users who access the net from home do so more than once a day (against 51% of all net users). While the proportion of daily users (87%). On the other hand, 68% of local language content users access the net more than once a day from office (against 63% of all net users). The proportion of users who claim to access internet ‘throughout the day’ from both home and place of work is also noticeably higher among local language content users. Local language content users undertake information ‘searching’ and ‘checking’ activities significantly more Compared to all internet users, local language content users undertake info search and check personal interest information significantly more. Personal interest activities like checking sports, news, real estate info, social networking and instant messaging are relatively more popular among them. 16
  22. 22. India Online 2007 Table 7: Online activities undertaken ‘relatively’ more by local language content users (Top 10) Online Activities % of Local % of All Language Internet Content Users Users Undertaking Undertaking Sample Base 1,388 14,253 Check sports 76% 57% Check news 79% 61% Matrimonial search 64% 48% Check financial info 61% 45% Educational / Learning 63% 48% material Check real estate info 51% 37% Astrology 60% 46% Social networking / 58% 44% communities Instant messaging 76% 62% Music 74% 60% However, in absolute terms it is still the ‘usually’ more popular online activities like emailing and job search that are also the most undertaken online activities by local language content users. Table 8: Most popular online activities among the local language content users (Top 10) Online Activities % of Local % of All Language Internet Users Content Users Undertaking Undertaking Sample Base 1,388 14,253 Emailing 96% 95% Job Search 81% 73% Check news 79% 61% Instant messaging 76% 62% Check Sports 76% 57% Music 74% 60% Online games 68% 54% E-greetings 64% 57% Mobile content (ring tones/ 64% 50% games) Matrimonial search 64% 48% Local language content users are relatively more ‘responsive’ to online marketing stimuli than other Internet users Over 4-in-5 local language content users (81%) have responded to at least one online marketing stimulus, against a much lower 73% of all internet users having done so. 17
  23. 23. Local Language Content Users Among the various stimuli, local language content users seem to be ‘relatively’ more responsive to sponsored search ad. 48% of them have clicked such an ad in the past as compared to only 37% of all internet users. This is in line with the fact that local language content users ‘search’ for information relatively more. However, at an absolute level, like the overall internet users, the local language content users also respond the most to ‘banner ads’ (at 52%). 18
  24. 24. India Online 2007 Table 9: Response to online marketing stimuli Online Marketing % of Local % of All Internet Stimulus Language Users who Content Clicked Users who Clicked Sample Base 1,388 14,253 Banner ad 52% 47% Online contest 50% 43% Sponsored search ad 48% 37% Product/service e- 18% 14% mailer None of the above 19% 27% Google stands out as the most popular local language content website Though the language ‘e-news’ websites put together account for the ‘bulk’ of the local language website preferences, the 2 big ‘generic portals’ Google and Yahoo stand out as the most used local language content websites. Table 10: Preferred websites for checking local language content Website % of Local Language Content Users Using the Website Sample Base 1,388 Google 11.70% Yahoo 8.20% Malayalamanorama 7.0% Eenadu 6.80% Thinamalar 5.30% Webduniya 3.90% Marathiworld 3.70% Webulagam 3.60% Tamilcinema 3.50% Esakal 3.40% Keralakaumudi 2.80% Jagran 2.70% Rediff 2.50% Kannadaaudio 1.70% Anandabazaar 1.60% Dainikjagran 1.60% Banglalive 1.50% Mathrubhumi 1.40% Kumudam 1.30% Gujratsamachar 1.20% Amarujala 0.90% BBCHindi 0.70% Deepika 0.70% 19
  25. 25. Local Language Content Users Vaartha 0.70% Dailythanthi 0.60% Dinakaran 0.60% Thatskannada 0.60% Epatra 0.50% Bhaskar 0.50% Maharashtratimes 0.30% Others 18.50% In fact, Google is the most salient and most used website among the local language content users for English language content also. Table 11: Preferred websites for checking English content Website % of Local % of All Internet Language Content Users Using the Users Using the Website Website Sample Base 1,388 14,253 Google 33.10% 29.30% Yahoo 25.30% 26.60% Rediff 11.20% 10.90% Orkut 5.0% 7.90% Gmail 4.30% 3.90% Hotmail 1.30% 1.50% Indiatimes 0.90% 0.90% Moneycontrol 0.70% 0.50% Contest2win 0.70% 0.30% Naukri 0.60% 0.50% 20
  26. 26. India Online 2007 Table 12: Most popular websites for specific online activities Online Activity Top Website % Local % All Internet Language Users Prefer Content to Use Users Prefer to Use Sample Base 1,388 14,253 Emailing Yahoo 49% 53% Instant Messaging Yahoo 59% 63% Info Search – English Google 74% 75% Info Search – Google 58% 74% Languages Job Search Naukri 38% 37% Online Travel IRCTC 17% 15% Online Shopping Rediff 28% 25% Online News Yahoo 13% 14% Financial News & Info Google 18% 13% Online Share Trading ICICI Direct 34% 36% Real Estate Info Google 22% 17% Matrimonial Search* Shaadi 27% 28% Dating / Friendship Orkut 30% 36% Social Networking Orkut 60% 64% Online Games Yahoo 21% 18% Mobile Content Google 17% 10% Online Music Raaga 22% 22% Sports Content Espnstarsports 23% 29% Cinema Content Google 12% 9% Astrology Yahoo 18% 22% Online Education Google 30% 34% Blog Site Google 27% 21% * However Bharatmatrimony leads the pack when all the sub-brands viz. Tamilmatrimony, Keralamatrimony, Hindimatrimony etc. clubbed together with 32% among the Local language content users. The key observations that emerge from the popularity ratings of websites across specific categories are as follows: Except for 5 categories – online shopping, matrimony, online travel, cinema and mobile content – in all other activity categories the most popularly used website by the local language content users is the same as the overall net users. In the 5 mentioned categories, at the overall net user level, Ebay, Bharatmatrimony, Makemytrip, Yahoo and Yahoo respectively are more popular. Among the local language content users, Google strengthens its stronghold with leadership position in 8 online categories. In comparison, Yahoo leads only in 5 categories (against 7 categories that it leads among the overall net user level). The fall in proportionate usage of Google as the ‘most preferred engine’ for searching local language content among this segment is largely a result of better awareness of ‘specific’ language search engines among them. 21
  27. 27. Local Language Content Users Detailed Findings 22
  28. 28. India Online 2007 Popularity of the Activity Table 13: Popularity of various internet activities Website All Users All Users (In Millions) Emailing 95% 24.0 Job Search 73% 18.4 Instant messaging 62% 15.6 Check news 61% 15.4 Music 60% 15.1 Chatting 59% 14.9 Check Sports 57% 14.4 E-greetings 57% 14.4 Online games 54% 13.7 Dating/Friendship 51% 12.9 Mobile contents (ring tones / games, 50% 12.5 etc.) Search work related info 49% 12.3 Matrimonial search 48% 12.0 Educational / Learning material 48% 12.0 Screensavers/wallpapers 46% 11.5 Astrology 46% 11.5 Check financial info 45% 11.4 Search for product information 45% 11.2 Social networking / Communities 44% 11.0 Buy travel products 43% 10.9 Share pictures 40% 10.0 Check real estate info 37% 9.2 Check hobby related info 32% 7.9 Check business/Financial news 30% 7.6 Net banking 30% 7.6 Check health & lifestyle info 30% 7.6 Movies 29% 7.4 Check cinema content 28% 7.0 Check / read blogs 27% 6.7 Business/professional networking 26% 6.6 Check personal travel related info 26% 6.5 Buy other than travel products 24% 6.1 Look for Seminar/workshops 24% 6.0 Online bill payment 22% 5.6 Check business travel related info 19% 4.7 Adult content 18% 4.6 Online stock trading 13% 3.3 Net telephony 13% 3.2 Comment on blog post 12% 3.0 Local language website usage 12% 2.9 Have a blog site of own 7% 1.7 Base: 25,060 23
  29. 29. Local Language Content Users Local Language Content Specific Usage Chart 1: Vernacular language usage Current Year Use other language websites Use only English websites 12% 88% Base: 14,253 24
  30. 30. India Online 2007 Table 14: Most used local language (other than English) Website Language Users All Users Tamil 19% 19% Hindi 19% 19% Malayalam 15% 15% Telugu 13% 13% Marathi 12% 12% Kannada 6% 6% Bengali 6% 6% Gujarati 3% 3% Oriya 1% 1% Konkani 0.8% 0.8% Base: 1,388 25
  31. 31. Local Language Content Users Table 15: Most used website for checking content in other language Activity Language Users Google 12% Yahoo 8% Malayalamanorama 7% Eeandu 7% Thinamalar 5% Webduniya 4% Marathiworld 4% Webulagam 4% Tamilcinema 4% Keralakaumudi 3% Jagran 3% Esakal 3% Base: 1,388 26
  32. 32. India Online 2007 Table 16: Online activities desired in other languages Activity Language Users All Users Email 71% 61% Entertainment 58% 45% Online news 51% 31% Chatting 50% 46% Search information 45% 33% Online learning / education 37% 31% Astrology 29% 23% Travel related information 24% 16% Online shopping 22% 18% Matrimony 18% 13% Blog 18% 12% Not Interested 7% 21% Base: 1,388 27
  33. 33. Local Language Content Users Demographic Profile of Local Language Content Users Chart 2: Gender breakup Current Year Male Female 100% 84% 82% 80% 60% 40% 16% 18% 20% 0% Language Users All Users Base: 1,388 28
  34. 34. India Online 2007 Chart 3: Age group distribution Current Year Age 13-18 years Age 19-24 years Age 25-35 years Age 36-45 years 45% 41% 36% 31% 30% 28% 17% 13% 15% 11% 7% 0% Language Users All Users Base: 1,388 29
  35. 35. Local Language Content Users Chart 4: City class - by population size Current Year Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs 50% 44% 45% 40% 30% 29% 30% 20% 14% 15% 12% 12% 10% 0% Language Users All Users Base: 1,388 30
  36. 36. India Online 2007 Chart 5: City class - by market size Current Year Metro Urban uptowns Emerging Towns Others 38% 37% 40% 33% 30% 18% 20% 16% 14% 14% 0% Language Users All Users Base: 1,388 31
  37. 37. Local Language Content Users Table 17: Top 10 cities Cities Language Users All Users Delhi 10% 12% Mumbai 9% 10% Chennai 6% 4% Bangalore 6% 6% Hyderabad 6% 5% Pune 3% 3% Kolkata 3% 3% Coimbatore 2% 0.9% Ahmadabad 1% 2% Thiruvanathapuram 1% 0.6% Base: 1,388 32
  38. 38. India Online 2007 Chart 6: Region-wise break-ups Current Year South West North East 60% 52% 40% 40% 26% 26% 22% 20% 15% 12% 7% 0% Language Users All Users Base: 1,388 33
  39. 39. Local Language Content Users Table 18: Preferred language of reading Cities Language Users All Users English 34% 41% Hindi 13% 19% Tamil 13% 6% Telugu 9% 6% Malayalam 8% 4% Marathi 8% 5% Kannada 5% 4% Bengali 4% 3% Gujarati 2% 4% Oriya 0.7% 3% Base: 1,388 34
  40. 40. India Online 2007 Socio-Economic Profile Chart 7: Socio economic classification Current Year SEC A SEC B SEC C SEC D SEC E 40% 32% 30% 29% 25% 24% 23% 20% 14% 12% 7% 5% 0% Language Users All Users Base: 1,388 35
  41. 41. Local Language Content Users Chart 8: Highest educational qualification Current Year Up to SSC/HSC College but not Graduate Graduate & above - general stream Graduate & above - professional stream 50% 43% 39% 40% 28% 30% 23% 25% 21% 20% 13% 8% 10% 0% Language Users All Users Base: 1,388 36
  42. 42. India Online 2007 Chart 9: Occupational break up Current Year Unemployed Employed 80% 67% 62% 60% 38% 40% 33% 20% 0% Language Users All Users Base: 1,388 37
  43. 43. Local Language Content Users Chart 10: Function / field of occupation Current Year IT/SW MARCOM Finance Others 60% 54% 48% 40% 27% 18% 19% 20% 15% 10% 10% 0% Language Users All Users Base: 930 38
  44. 44. India Online 2007 Chart 11: Head of the household Current Year Head of the household Not head of the household 60% 56% 53% 47% 44% 40% 20% 0% Language Users All Users Base: 1,388 39
  45. 45. Local Language Content Users Economic Profile Chart 12: Monthly family income Current Year Upto Rs. 10K 10-30K 30-50K Above 50K 45% 40% 39% 38% 38% 30% 11% 13% 15% 10% 10% 0% Language Users All Users Base: 1,240 40
  46. 46. India Online 2007 Chart 13: Most expensive vehicle owned by the household Current Year 2 Wheeler 4 Wheeler Others Don't own a vehicle 60% 46% 44% 40% 28% 24% 22% 19% 20% 8% 9% 0% Language Users All Users Base: 1,388 41
  47. 47. Local Language Content Users Chart 14: Ownership of credit cards (individually) Current Year Don't own a credit card Own a Credit Card 80% 67% 62% 60% 38% 40% 34% 20% 0% Language Users All Users Base: 1,388 42
  48. 48. India Online 2007 Table 19: Household asset ownership Assets Language Users All Users Color TV 92% 92% Mobile Phone 88% 90% Bank Account 84% 82% Cable TV connection/DTH 73% 72% Fridge 73% 75% Computer/Laptop 67% 67% Camera 64% 64% Life Insurance 63% 61% Landline Phone 61% 62% Home 56% 58% Debit Card 55% 52% Music System/DVD/MP3 54% 55% Washing Machine 50% 57% Credit Card 37% 35% Medical Insurance/CGHS 34% 33% Fixed Deposits 33% 34% Mutual Funds 22% 22% Demat Account 21% 21% Air Conditioner 20% 25% Microwave 20% 24% Share of Companies 19% 20% Video Camera 16% 20% Chit Fund Deposits 10% 7% IPod 8% 10% Base: 1,388 43
  49. 49. Local Language Content Users Chart 15: Current loan liabilities Current Year Home Loan Personal Loan Two - wheeler Loan Car Loan Education Loan Consumer Durables Business Loan 50% 45% 42% 40% 30% 25% 20% 20% 15% 13% 12% 12% 11% 9% 10% 6% 4% 4% 3% 0% Language Users All Users Base: 1,388 44
  50. 50. India Online 2007 Net Usage Status Chart 16: Years of experience in using internet Current Year Up to 1 year 1-2 years More than 2 years 80% 73% 63% 60% 40% 20% 14% 16% 20% 13% 0% Language Users All Users Base: 1,388 45
  51. 51. Local Language Content Users Chart 17: Place of accessing internet Current Year Home Place of work (office / school / college) Cyber cafe 100% In transit (while traveling) 83% 78% 80% 58% 59% 60% 49% 47% 40% 20% 6% 6% 0% Language Users All Users Base: 1,388 46
  52. 52. India Online 2007 Chart 18: Type of internet connection at home Current Year Regular Dial Up Broadband Others Don't Know 80% 71% 68% 70% 60% 50% 40% 30% 16% 16% 20% 9% 10% 4% 7% 10% 0% Language Users All Users Base: 786 47
  53. 53. Local Language Content Users Chart 19: Type of internet connection at office Current Year Regular Dial Up Broadband Others Don't Know 80% 65% 70% 61% 60% 50% 40% 30% 19% 14% 15% 13% 20% 7% 7% 10% 0% Language Users All Users Base: 1,158 48
  54. 54. India Online 2007 Chart 20: Service provider subscribed to at home Current Year BSNL/Sancharnet Airtel/Bharti VSNL / Tata Local Cable Operator 37% MTNL Reliance 40% Sify 35% 17% 17% 20% 11% 10% 9% 8% 5% 5% 5% 5% 6% 6% 0% Language Users All Users Base: 786 49
  55. 55. Local Language Content Users Chart 21: Service provider subscribed to at office Current Year BSNL/Sancharnet Airtel/Bharti VSNL / Tata MTNL Reliance Local Cable Operator 28% Sify 28% 30% 18% 20% 15% 13% 11% 10% 6% 4% 4% 4% 5% 4% 5% 3% 0% Language Users All Users Base: 1,158 50
  56. 56. India Online 2007 Net Usage Dynamics Chart 22: Frequency of accessing internet from home Current Year At least once daily Weekly, but not daily 87% Less than once a week 90% 84% 75% 60% 45% 30% 12% 14% 15% 2% 2% 0% Language Users All Users Base: 759 51
  57. 57. Local Language Content Users Chart 23: Frequency of accessing internet from office Current Year At least once daily Weekly, but not daily 87% Less than once a week 86% 90% 75% 60% 45% 30% 11% 11% 15% 3% 2% 0% Language Users All Users Base: 1,060 52
  58. 58. India Online 2007 Chart 24: Time of the day accessing internet from home Current Year Midnight to 9.00 AM 9.00 AM-6.00 PM 6.00 PM - 12.00 Midnight Throughout the Day 60% 53% 54% 40% 23% 20% 18% 20% 15% 9% 9% 0% Language Users All Users Base: 746 53
  59. 59. Local Language Content Users Chart 25: Time of the day accessing internet from office Current Year Midnight to 9.00 AM 9.00 AM-6.00 PM 6.00 PM - 12.00 Midnight Throughout the Day 60% 55% 52% 45% 35% 29% 30% 15% 12% 9% 4% 4% 0% Language Users All Users Base: 1,062 54
  60. 60. India Online 2007 Chart 26: Duration of PC usage from home Current Year Light users Medium users Heavy users 80% 67% 70% 58% 60% 50% 40% 26% 30% 22% 16% 20% 12% 10% 0% Language Users All Users Base: 840 55
  61. 61. Local Language Content Users Chart 27: Duration of internet usage from home Current Year Light users Medium users Heavy users 50% 43% 38% 40% 36% 35% 30% 27% 22% 20% 10% 0% Language Users All Users Base: 752 56
  62. 62. India Online 2007 Chart 28: Duration of PC usage vis-à-vis internet usage from home Current Year PC Use Internet Use 58% 60% 38% 40% 27% 36% 20% 26% 16% 0% Light users M edium users Heavy users Base: 840(PC), 752(Int.) 57
  63. 63. Local Language Content Users Chart 29: Duration of PC usage from office Current Year Light users Medium users Heavy users 60% 56% 47% 40% 31% 25% 22% 20% 20% 0% Language Users All Users Base: 1,086 58
  64. 64. India Online 2007 Chart 30: Duration of internet usage from office Current Year Light users Medium users Heavy users 50% 45% 39% 40% 34% 29% 30% 26% 26% 20% 10% 0% Language Users All Users Base: 1,048 59
  65. 65. Local Language Content Users Chart 31: Duration of PC vis-à-vis internet usage from office Current Year PC Use Internet Use 60% 56% 39% 40% 26% 34% 20% 25% 20% 0% Light users M edium users Heavy users Base: 1,086(PC), 1,048(Int.) 60
  66. 66. India Online 2007 Chart 32: Duration of internet usage during weekdays vis-à-vis weekends Current Year Weekdays Weekends 28% 30% 25% 28% 16% 20% 23% 11% 11% 10% 17% 10% 13% 11% 7% 0% Less than 30 30 to 60 1-2 Hours 2-5 Hours 5-8 Hours M ore than 8 M inutes M inutes Hours Base: 1,234(Weekdays), 1,234(Weekends) 61
  67. 67. Local Language Content Users Chart 33: Time spent by internet users on watching TV Current Year Light users Medium users Heavy users 50% 44% 44% 42% 43% 40% 30% 20% 13% 13% 10% 0% Language Users All Users Base: 1,209 62
  68. 68. India Online 2007 Chart 34: Time spent by internet users on reading newspaper Current Year Light users Medium users Heavy users 50% 46% 43% 44% 41% 40% 30% 20% 14% 14% 10% 0% Language Users All Users Base: 1,242 63
  69. 69. Local Language Content Users Chart 35: Time spent by internet users on listening to radio Current Year Light users Medium users Heavy users 80% 72% 72% 60% 40% 20% 19% 20% 10% 8% 0% Language Users All Users Base: 863 64
  70. 70. India Online 2007 Preferred Net Activities Table 20: Popularity of various internet activities Website Language Users All Users Local language website usage 100% 12% Emailing 96% 95% Job Search 81% 73% Check news 79% 61% Instant messaging 76% 62% Check Sports 76% 57% Music 74% 60% Online games 68% 54% E-greetings 64% 57% Mobile contents (ring tones / games, etc.) 64% 50% Matrimonial search 64% 48% Educational / Learning material 63% 48% Dating/Friendship 63% 51% Chatting 62% 59% Check financial info 61% 45% Astrology 60% 46% Social networking / Communities 58% 44% Search work related info 56% 49% Check real estate info 51% 37% Search for product information 51% 45% Screensavers/wallpapers 49% 46% Buy travel products 48% 43% Share pictures 44% 40% Check / read blogs 38% 27% Check business/Financial news 37% 30% Net banking 37% 30% Check hobby related info 35% 32% Movies 34% 29% Check health & lifestyle info 33% 30% Check personal travel related info 32% 26% Check cinema content 32% 28% Business/professional networking 32% 26% Buy other than travel products 31% 24% Look for Seminar/workshops 30% 24% Online bill payment 28% 22% Adult content 21% 18% Check business travel related info 21% 19% Comment on blog post 17% 12% Online stock trading 16% 13% Net telephony 16% 13% Have a blog site of own 10% 7% Base: 1,388 65
  71. 71. Local Language Content Users Chart 36: Professional activities Current Year Emailing - work related Job Search Instant messaging Search work related info Check business/Financial news Business/prof. networking Look for Seminar/workshops Check business travel info. 100% 89% 83% 81% 76% 73% 80% 62% 56% 60% 49% 37% ` 26%* 30% 30% 26% 40% 24% 21% 19% 20% 0% Language Users All Users Base: 1,388 66
  72. 72. India Online 2007 Chart 37: Personal activities Current Year Emailing - personal Check news Check Sports M atrimonial search Dating/Friendship Chatting Astrology Social networking/communities Search for product information 92% 89% 100% 79% 76% 80% 64% 63% 62% 60% 58% 61% 57% 59% 60% 51% 48% 51% 46% 44% 45% 40% 20% 0% Language Users All Users Base: 1,388 67
  73. 73. Local Language Content Users Chart 38: Downloading activities M usic Online games M obile contents (ring tones/games) Educational / Learning material Screensavers/wallpapers M ovies Adult content 80% 74% 68% 60% 64% 63% 54% 60% 50% 48% 49% 46% 34% 40% 29% 21% 18% 20% 0% Current Year Language Users All Users Base: 1,388 68
  74. 74. India Online 2007 Chart 39: E-commerce related activities Current Year E-greetings Check financial info Check real estate info Net banking Buy non-travel products Book train tickets Online bill payment Book air tickets 70% 65% 62% 58% 60% 52% 46% 50% 37% 37% 40% 31% 30% 28% 31% 29% 25% 23% 23% 30% 24% 20% 10% 0% Language Users All Users Base: 1,378 69
  75. 75. Local Language Content Users Chart 40: Online shopping Current Year Non-Buyers Buyers 57% 60% 51% 49% 43% 40% 20% 0% Language Users All Users Base: 1,388 70
  76. 76. India Online 2007 Chart 41: Blogging activities Current Year Check / read blogs Comment on blog post Have a blog site of own None of the above 80% 70% 59% 60% 38% 40% 27% 17% 20% 10% 12% 7% 0% Language Users All Users Base: 1,388 71
  77. 77. Local Language Content Users Chart 42: Member of an online community Current Year Not a member of any online community Member of an online community 59% 60% 51% 49% 41% 40% 20% 0% Language Users All Users Base: 1,388 72
  78. 78. India Online 2007 Table 21: Membership by type of online community Type Of Community Language Users All Users Not a member of any online community 49% 59% Computers & Internet 10% 5% Alumni & Schools 6% 7% Romance & Relationships 5% 5% Business / Professional community 4% 3% Games 3% 2% Music 3% 3% Arts & Entertainment 2% 2% Individuals 2% 2% Schools & Education 2% 3% Cultures & Community 2% 2% Company 2% 1% Travel 2% 0.9% Science & History 1% 0.8% Family & Home 0.9% 0.5% Recreation & Sports 0.8% 0.3% Automotive 0.7% 0.5% Countries & Regional 0.7% 0.4% Health, Wellness & Fitness 0.7% 0.7% Religion & Beliefs 0.7% 0.8% Hobbies & Crafts 0.5% 0.4% Fashion & Beauty 0.4% 0.4% Pets & Animals 0.3% 0.2% Cities & Neighborhoods 0.2% 0.2% Gay, Lesbian & Bi 0.2% 0.2% Food, Drink & Wine 0.1% 0.1% Government & Politics 0.1% 0.2% Base: 1,388 73
  79. 79. Local Language Content Users Chart 43: Problems faced while surfing the internet Current Year Slow website opening Virus / spyware Spam / junk mails Unsolicited ads/pop-ups Difficult to connect Lack of response to queries Cumbersome navigation 70% 62% 58% 60% 52% 52% 49% 49% 48% 45% 50% 35% 40% 29% 26% 27% 30% 20% 12% 12% 10% 0% Language Users All Users Base: 1,388 74
  80. 80. India Online 2007 Table 22: Preferred websites - emailing Website Language Users All Users Yahoo 49% 53% Gmail 25% 20% Rediff 16% 18% Hotmail 6% 6% Sancharnet/BSNL 2% 0.7% Indiatimes 0.7% 0.9% VSNL 0.6% 0.5% Lycos 0.5% 0.2% Sify 0.5% 1% AOL 0.2% 0.1% Base: 1,388 75
  81. 81. Local Language Content Users Chart 44: Multiple user shares of email websites Current Year Yahoo Gmail Rediff Hotmail Indiatimes Sify 100% 89% 89% 80% 65% 61% 59% 57% 60% 43% 36% 40% 21% 17% 17% 20% 13% 0% Language Users All Users Base: 1,388 76
  82. 82. India Online 2007 Chart 45: Number of email accounts and average per capita email ids Current Year 1 email id 2 email ids 3 email ids 4 email ids 40% 5 or more email ids 28% 27% 30% 23% 24% 21% 22% 20% 17% 15% 14% 11% 10% 0% Language Users All Users Base: 1,388 77
  83. 83. Local Language Content Users Most Used Websites Table 23: Top of mind unaided recall - all websites Website Language Users All Users Google 30% 27% Yahoo 29% 30% Rediff 12% 12% Gmail 5% 3% Orkut 3% 5% Indiatimes 1% 1% Hotmail 0.9% 2% Ebay 0.6% 0.3% Manoramaonline 0.6% 0.1% Contest2win 0.6% 0.6% Base: 1,364 78
  84. 84. India Online 2007 Table 24: Most used website - all websites Website Language Users All Users Google 33% 29% Yahoo 25% 27% Rediff 11% 11% Orkut 5% 8% Gmail 4% 4% Hotmail 1% 2% Indiatimes 0.9% 0.9% Moneycontrol 0.7% 0.5% Contest2win 0.7% 0.3% Naukri 0.6% 0.5% Base: 1,373 79
  85. 85. Local Language Content Users Table 25: Info search (English) Website Language Users All Users Google 74% 75% Yahoo 10% 10% Rediff 3% 2% Dictionary 2% 1% BBC 2% 0.5% Wikipedia 2% 1% English 2% 3% MSN 1% 1% Altavista 0.8% 0.3% Sify 0.5% 0.4% Base: 1,012 80
  86. 86. India Online 2007 Table 26: Info search (local language) Website Language Users All Users Google 58% 74% Guruji 6% 2% Manoramaonline 4% 2% Kerala 4% 1% Webduniya 3% 1% Webulagam 2% 0.8% Eenadu 2% 1% Khoj 2% 1% Jagran 1% 0.5% Chennaionline 0.3% 0.6% Base: 633 81
  87. 87. Local Language Content Users Table 27: Job search Website Language Users All Users Naukri 38% 37% Monster 24% 27% Timesjobs 12% 14% Google 10% 5% Yahoo 4% 3% Rediff 2% 2% Jobs 1% 1% Indiatimes 1% 1% Jobstreet 0.9% 0.7% Jobsahead 0.7% 1% Base: 1,119 82
  88. 88. India Online 2007 Table 28: Online shopping (other than travel tickets) Website Language Users All Users Rediff 28% 25% Ebay 28% 34% Google 11% 8% Yahoo 8% 7% Indiatimes 5% 7% Futurebazaar 4% 6% Amazon 3% 0.9% Sify 2% 2% Indiaplaza 1% 1% Shopping 0.8% 2% Base: 889 83
  89. 89. Local Language Content Users Table 29: Online news Website Language Users All Users Yahoo 13% 14% Google 11% 9% NDTV 8% 12% Rediff 8% 10% Indiatimes 6% 7% Manoramaonline 6% 3% Eenadu 5% 2% BBC 4% 5% Jagran 3% 1% Sify 3% 2% Base: 1,095 84
  90. 90. India Online 2007 Table 30: Financial news & info (rates, quotes, etc.) Website Language Users All Users Google 18% 13% Moneycontrol/CNBC 14% 13% Yahoo 13% 12% ICICI Direct/ICICI Bank 7% 7% Rediff 6% 6% NDTV/NDTVprofit 4% 4% Economictimes 3% 3% Sharekhan 3% 4% Indiatimes 3% 4% HDFC 2% 0.8% Base: 823 85
  91. 91. Local Language Content Users Table 31: Online share trading Website Language Users All Users ICICI Direct 34% 36% Sherkhan 21% 22% Religare 9% 4% Geojit 4% 2% Kotaksecurities 3% 4% Indiabulls 3% 7% hdfcsec 3% 2% 5Paisa 3% 3% NSE 2% 3% BSE 2% 3% Base: 185 86
  92. 92. India Online 2007 Table 32: Real estate info Website Language Users All Users Google 22% 17% Yahoo 16% 14% Realestates 9% 10% 99acres 8% 10% Magicbricks 8% 14% Rediff 6% 7% Indiaproperty 5% 5% Indiatimes 3% 2% Property 2% 3% Sulekha 2% 1% Base: 693 87
  93. 93. Local Language Content Users Table 33: Matrimonial search Website Language Users All Users Shaadi 27% 28% Bharatmatrimony 23% 29% Jeevansaathi 9% 6% Google 8% 6% Yahoo 5% 5% Tamilmatrimony 5% 3% Matrimony 5% 5% Rediff 3% 3% Keralamatrimony 3% 0.9% Indianmatrimony 2% 0.6% Base: 865 88

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