India Bytes
Computer Usage Behavior and Preferences of Urban Indians

Study Overview
• Authentic recent estimates of computer user-ship in urban India
• Insightful understanding of computer usage behavior and preferences of
urban Indians (place, frequency and duration of usage, configuration details, software usage,
printer and peripherals usage, AMC, Internet usage)
• In-depth info on both assembled and branded computer usage, and on both
desktop and laptop usage within the branded segment
• Current brand shares and perceptions, as well as expected brand shares
• Future ‘buying intentions’ including timing of purchase, computer types
and brands (if branded), configurations and peripherals

Methodology
Computer usage dynamics and preferences captured through a large ‘online’
survey sampling over 5,080 computer users in July-August 2008
Online survey conducted using JuxtConsult Consumer Panel (www.getcounted.net).
Panel 65,000 member strong in August 2008, adding over 10,000 new
members every month
The online survey data made ‘representative’ of the urban Indian population
by using appropriate ‘demographic weights’
Weights derived using authentic Govt. of India population statistics and a
large 12,500 household land survey conducted by JuxtConsult in April 2008
across all socio-economic strata in 40 cities

Topline Findings

Computer Usership
64.4 million unique computer users in urban India. 8 million
started using in last 1 year
31.5 million units (90% desktops and 10% laptops). Almost 1 in 3
units got bought in last 1 year
Average users per box are 2.3 at home and 1.8 at office
Average ‘place’ of usage is 2. Highest usage share at home (37%)
60% home computers are ‘assembled’ (only 31% office ones)

Usage by Place
Place of Work - 35% Home - 37%
Place of Work Only Home Only
22%
10% 12%
32%
6% 9%
Cyber Café Only
9%
Cyber Café - 28%
No te – there are no exclusive ‘in transit’ users. They all use the computer fro m o ne o f the abo ve 3 places

Assembled vs. Branded
Assembled Branded
46%
54%
Only Assembled Both Only Branded
25%
43% 32%

Desktop vs. Laptop
Desktop Laptop
23%
77%
Only Desktop Both Only Laptop
24%
71% 5%

User Profile
Only half of all computer users are employed (1 in 3 in IT sector)
Just over half belong to SEC ‘A’ and ‘B’
Top 8 metros account for almost 50% of the computer users
Half have ‘2-wheeler’ as the most expensive vehicle in the house
Half of home users are 25- years in age, 2/3rd of office users are
25+ years in age

Usage Behavior
Only 12% use it in languages other than English
Almost 2 out of 3 urban computer users access internet, but only
10% have bought a computer product online
17” is the most used monitor size (39%), Laser the most used
printer (39%)
Only 1 in 3 thinks that buying/using pirated software is ‘unethical’
Only 1 in 3 users have (aware of) an AMC for their computer

Home Usage
60% home users feel that computer is a necessity. 87% use it daily at home
Only 1 in 7 is an ‘exclusive’ user of a home PC, rest share with other family members
Internet surfing is the biggest purpose of computer usage at homes
1 in 3 plan to buy/upgrade their home PC within next 1 year (almost half planning to
go for a laptop)
At least 2 out of 3 desire to buy 100GB+ hard disk, 1GB+ MB RAM. Configuration and
advanced features are the biggest drivers in choosing between brands
Only 1 in 4 home users have an AMC

Office Usage
Only 1 in 3 office user has an ‘exclusive’ computer for self (single user)
About 1 in 3 self-decides the configuration and brand of his/her PC at office
46% office users currently have a P4 microprocessor
1 in 3 plan to upgrade their office PC within next 1 year (over half planning to go
for/ask for a laptop)
Over 60% desire for 1GB+ MB RAM, only 47% for a 100GB+ hard disk
54% have access to a laser printer in office

Laptop Usage
2 out of 3 laptop users have bought it with ‘self’ funds
Almost 2/3rd have purchased the laptop only within last 1 year
Working from ‘multiple places’ is the biggest motivation behind laptop purchase
Less than half use their laptop singly and exclusively
Only 2 out of 3 use them daily
About 1 in 4 laptop user is planning to buy a new laptop within next 1 year
1 in 3 laptop users have bought a computer product online

Most Recalled Brands
HP most top of mind recalled brand for ‘computer’
Category Most Top of Mind Brand % Recalling
Computer HP 19%
Desktop HP 19%
Dell 14%
Laptop
HP 14%
Microprocessor Intel 50%
Hard Disk Seagate 23%
Sony 22%
CD Drive
LG 21%
LG 28%
Monitor
Samsung 27%
Inkjet Printer HP 56%
Laser Printer HP 59%

Brand Perceptions
1.5
1.0
Best technology
HCL
.5 Zenith
Cheapest in price
IBM
Best brand image
0.0 Acer
Dell
Compaq
HP
Lenovo
Gives best features at any given price
-.5
Attribute
Apple
LG Sony
Best looking PCs
-1.0
-1.5 -1.0 -.5 0.0 .5 1.0
Brand
The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes.
The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all

Top Brands by Usage Share - Hardware
Category Most Used Brand % Using Likely to Buy
Computer (overall) HP 23% HP – 19%
Desktop HP 22% HP – 22%
Laptop HP 27% Dell – 21%
% Don’t Know
Microprocessor Intel 75% 9%
RAM Samsung 5% 67%
Hard Disk Seagate 12% 63%
CD Drive LG 17% 58%
Samsung 16%
Monitor 55%
LG 16%
Printer HP 53% 20%

Top Brands by Usage Share - Peripherals
Category Most Used Brand % Using % Don’t Know / Don’t
Use
Mouse Logitech 26% 9% / 5%
Webcam Logitech 15% 10% / 51%
Speaker Creative 17% 10% / 19%
Headset Intex 21% 10% / 34%
Modem D-Link 18% 26% / 17%
Joystick Logitech 9% 12% / 63%
Pen/Thumb Drive Transcend 30% 9% / 26%
10% / 40%
Scanner HP 27%

Top Brands by Usage Share - Software
Category Most Used Brand % Using % Don’t Use
Operating System MS Windows XP 66% -
Internet Browser Internet Explorer 71% 4%
Anti-virus Norton 29% 4%
Word Processing MS Word 91% 6%
Audio/Video Player Windows Media Player 35% 10%
Spreadsheet MS Excel 89% 12%
Presentations PowerPoint 79% 16%
Emailing Application MS Outlook 26% 17%
Graphic Designing Photoshop 58% 27%
Database Management MS Access 55% 34%
Book Keeping/Accounting Tally 49% 39%
Default Homepage Google 38% (Don’t Know) 20%

Report Details

Information Area Covered
Estimation of computer and internet user-ship in urban India
Overall
By place of usage – home, place of work, cyber cafe, transit
By type of computer – assembled desktop, branded desktop, laptop
Demographic and socio-economic profile of computer users in urban India
Gender, age, city, city type, region
Educational qualification, current occupation, industry of occupation, preferred language of reading,
marital and children status
SEC, monthly household income, most expensive vehicle owned, credit and debit card ownership
Household asset ownership – home, TV, fridge, washing machine, AC, microwave, music system, DVD
player, Ipod, camera, video recorder, landline phone, mobile phone and cable TV connection

Information Area Covered
Computer usage status and dynamics
Years since using a computer
Places of usage - multiple and exclusive (home, place of work, cyber café, transit)
Type of computer used – multiple and exclusive (assembled desktop, branded desktop, laptop)
Time when bought, brand bought (if branded), reason for preferring the brand, purpose of usage,
frequency and duration of usage, per capita users, AMC status
Configuration - processor type, RAM speed, hard disk space, CD drive type
Peripherals used - monitor screen size, printer type, scanner, mouse, webcam, speakers, headset,
modem, joy stick, thumb/pen drive
Software used – OS, anti-virus, word processing, spreadsheet, presentation, graphic designing,
database, audio/video player, internet browser, email application
Attitude towards using pirated software
Internet usage status and dynamics
Place of access (home, place of work, cyber café, transit)
Internet usage details by place - type of connection, frequency and duration of usage
Default internet browser, default homepage, default messenger
Online purchase of computer products

Information Area Covered
Future intentions on computer buying and usage
Time frame of buying new or upgrading existing computer
Type of computer likely to buy – assembled desktop, branded desktop, laptop
Brand likely to be bought (if branded), Reasons for brand preference
Desired configuration - processor type, RAM speed, hard disk space, CD drive type
Desired peripherals - monitor screen size, printer type, scanner, mouse, webcam, speakers, headset,
modem, joy stick, thumb/pen drive
Likelihood of buying online
Brand shares and brand perceptions of Desktops/Laptops
Top of mind brand recalls, current and likely brand shares
Brand perceptual map on key category attributes

Information Area Covered
Brand shares of Main Parts/Peripherals
Top of mind brand recalls, current and likely brand shares in the following part/peripheral categories:
Processor CD/DVD drive
RAM Monitor
Hard Disk Inkjet Printer and Laser Printer
Brand shares of Other Peripherals
Current and likely brand shares in the following peripheral categories:
Mouse Speakers Scanner
Webcam Headset Thumb/Pen Drive
Modem Joystick
Current brand shares of softwares
Current brand shares in the following software categories:
Operating System Spreadsheet Graphic Designing
Anti Virus Presentations Database Management
Word Processing Internet Browser Audio/Video Player
Email Application Book Keeping/Accounting

List Of Reports
1. Overall Main Report
2. Comparative Report by Place of Usage
Home vs. Place of Work vs. Cyber café vs. Transit
3. Comparative Report by Type of Computer
Assembled Desktop vs. Branded Desktop vs. Laptop

Pricing of Reports
Report Price (Rs.)* Price (USD)
* 12.36% service tax extra
Any 1 Report 100,000 3,500
Any 2 Report 160,000 5,600
All 3 Reports 200,000 7,000
• Payment Terms : 50% advance, 50% after delivery of all reports
• Delivery Timeline : 1 week per report from date of order
• Report Delivery Format : PDF

Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : sanjay@juxtconsult.com
• Website : www.juxtconsult.com

Thank You!