India as a country is growing in terms of digital acceptability, it is evident from the way ad networks like
Google and Yahoo are looking at the country. Even when KPMG predicted media insights for 2013,
estimated ad revenues were at 40% higher than the previous year, equaling to Rs. 22 billion for 2012. Not
only that, even the digital ad spend reached 6.7% of the total M&E Industry – Rs. 812 Billion for 2012.
It is estimated that there are around 60 million women in India who use the Internet. Almost 75% of the
women using internet come from well to do back ground, a large number among these are slowly adopting
to accessing internet over mobile.
When a comparison is drawn across
geographies with regards to smart phone
penetration,India has a long way to go.
People already connected seem to be heavy
According to a survey, 56 per cent of
smartphone users in the country access the
Internet multiple times a day, nearly 40 per
cent surf the Net at least once a day and only
6 per cent never use their phone for
connecting to the Web. In comparison, 11
per cent of smartphone users in the US never
use their device to access the Net and 53 per
cent use it to surf multiple times a day.
When it comes to accessing emails and social networking from their smart phones, Indians score higher.
According to survey, about 76 per cent of smartphone users in India access social networking sites on their
devices compared to 54 per cent in the US.
In the words of Mr. LaliteshKatragadda“The survey reiterates our belief in ‘mobile first'. Culturally, even
beyond the well-educated, mainstream Indians are technology curious and device savvy. We believe that
the Internet-like telephony did, is making the leap from wired Internet to mobile, and hundreds of millions
of Indians will go online on their mobile devices.”
According to the survey usage of smartphone between the age group of 18- 29 is the highest in the country.
While 36 per cent of all smartphone owners in India are in this age group, only 17 per cent are in the 30 to
49 age group.
In 2008, there were about 30 million users online, at present time user base has increased to 150 million
users of which 60 million users are women. Of these 60 million, 24 million women users access the Internet
It needs to be noted that 75% of the
internet users are below the age bracket
of 35 years as per fig alongside
Women internet users follow the national
trend when it comes to accessing internet
as per age.
According to data collected by Google from their own tracking sources, search remains one of the top
activities. It even gives a lowdown on what exactly the women search for online. There has been a
significant growth in the following categories….
Women also emerged as strong brand advocates - with 80 per cent saying that they recommend their
purchases to other women and 25 per cent stating that they share it online.
The popularity of the ‘how to’ trend is even captured in the video viewing habits of women. 30% of women
have been found to be viewing ‘how to’ videos. It was also revealed that of the 30% video, YouTube users
were in the range of 40%. According to the survey, apart from music videos, TV shows and film content,
15 - 24 25 - 34 3 5- 44 45 - 54 >55
Mins on Web
Perhaps the most interesting trend that
the study revealed was that an estimated
number of 5 million women shop or
Baby care products lead the list of things
women buy online, followed by
skincare/cosmetics products, hair care
products food and drink and oral care
When it comes to spending time on
internet, avg time spent by an Indian
woman is around 50 minutes every day.
Although most women get on the
internet from home, there is a small
group which uses the net from cyber
cafes and office.
With the advent of smart phones, one out
of four women now use mobiles to access
beauty and fashion videos were popular among women on YouTube. Education, health and fitness, home
care and cooking were also rated among the top 10 video content categories of choice on YouTube.
"While the overall penetration of smartphones is higher amongst males in India, it is women who are
leading the usage of smartphones over TV sets. The usage and loyalty behavior of these users revealed that
58 percent women found their smartphones more entertaining than the television.”
"This is a truly astonishing trend among India's first wave of smartphone users, caused by high quality
online video content and superb apps. Although penetration is behind many developed nations, the
importance of these multi-purpose gadgets in the lives of Indian smartphone users is much higher in
comparison to their global counterparts.”
In terms of usage, 77 per cent of smartphone owners listen to music, while 33 per cent use it for playing
games and 32 per cent read newspapers or magazine.
According to Canalys, Indian smartphone market stood at 3 million units in the third quarter of 2011 up
from 1.7 million units in the same period in 2010. The Google survey points out that 66 per cent of existing
smart phone users believe they would access the Internet more through their handhelds in the future.
It is expected that the momentum and affinity to cascade into an inflection in India's smartphone adoption,
driven by significant price reduction of high quality devices over the next two years.
While smartphone adoption might be on the rise, the health implications of this trend will have negative
effect on the eyesight and interpersonal relationships of an entire generation that seems glued to their
Some of the the top searched brands by women in India in the apparel and accessories - Indian category
were Fastrack, Tanishq, Fab India, Van Heusen and Chennai Silks; in the food and beverages category were
Coca-Cola, Amul, Cadbury, Pepsi and Maggi; in the baby care category -Firstcry, Babyoye, Babycenter,
Hushbabies and Johnsons baby; in the hair care category -L'Oreal, Livon, Tresemme, Sunsilk and Pantene;
in the skin care and cosmetics category -Oriflame, Lakme, Maybelline, L'Oreal and Avon.