India Online Landscape 2010 Snapshot


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India Online Landscape 2010 Snapshot

  1. 1. India Online Landscape 2010 Online Indians and their Net Usage Behavior and Preferences
  2. 2. Report Details
  3. 3. <ul><li>Most recent and comprehensive estimates of Internet user-ship in urban and rural India. Estimates based on a land survey conducted between Apr 2010–May 2010 among 259,341 individuals from 37,024 households in 100 cities and over 20,396 households in 1,040 villages spread across all the 4 regions of the country. Estimates cover both ‘regular’ and ‘occasional’ internet users as well as both ‘computer’ and ‘mobile’ based internet users </li></ul><ul><li>Insightful understanding of net usage behavior and preferences of regular online Indians. Findings on ‘net usage dynamics’ based on a sample of over 28,881 ‘active’ internet user panel members with Juxt, and findings on ‘popular online activities and ‘website preferences’ based on an online survey conducted among 12,294 of these ‘active’ panel members during Apr-May 2010 </li></ul><ul><li>Understanding of online Indians as ‘consumers’ and not just as faceless net users. Includes their socio-economic status, household and financial asset ownerships, online shopping behavior and website and media preferences reported on the ‘most used’ basis. Website preferences captured for 47 online verticals/domains </li></ul>Study Overview
  4. 4. <ul><li>A land survey was conducted in Apr-May 2010 to estimate ‘internet users’ in India. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the key, and 69 of the total 77 regions in India as classified by NSSO) </li></ul><ul><li>Though the selection of towns and villages was ‘purposive’, the sampling within the towns was done on ‘ 2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of households from the electoral list within each of these randomly selected polling booths); within villages sampling was done on ‘systematic random’ basis (selection of every n th house in the village) </li></ul><ul><li>Net usage dynamics, usage behavior and website preferences were captured from the ‘actual’ internet users in an online survey using Juxt’s own 180,000+ member Internet User Panel ( ) </li></ul><ul><li>The online panel and survey data was made ‘representative’ of the entire online Indian population (and not just of the online panel members or those surveyed) by using ‘demographic weights’ of internet users as derived from the land survey </li></ul><ul><li>Representation ‘weights’ were derived and applied on 3 demographic parameters – zone, urban district/ village class and SEC; while ‘corrections’ were also made for 3 parameters – gender, age and preferred language of reading. Only authentic ‘Govt. of India’ base population statistics were used for this purpose ( NSSO/Census ) </li></ul>Methodology Overview * For a detailed understanding of the methodology of the study please refer to the ‘Methodology’ section of the dataset
  5. 5. Topline Findings
  6. 6. <ul><li>51 mn ‘active’ internet users in India, 40 mn urban and 11 mn rural </li></ul><ul><li>Reaches 10% Indian households and 4.4% Indians </li></ul><ul><li>2/3 rd households have ‘multiple’ users in them </li></ul><ul><li>97% are regular users and 79% use daily </li></ul><ul><li>High base of ‘daily users’ and increased base of ‘online buyers’ indicates growth in ‘depth’ </li></ul><ul><li>1 in 4 access it on mobile phones, though most of them are ‘dual’ users (PC + Mobile) </li></ul>Pond not growing, but ‘fishier’ * Regular internet users = use internet ‘at least once a month’, Occasional internet users = who have ‘used the internet in last one year’
  7. 7. <ul><li>‘ Dual’ users access internet on their mobiles habitually - 2 out of 3 access ‘daily’ and 1 in 3 uses it for more than an hour daily </li></ul><ul><li>Almost all ‘dual’ users have GPRS enabled phones and most have activated GPRS service on them </li></ul><ul><li>‘ WAP enabled’ data services and ‘GPRS activated’ direct browsing are the most popular mode of mobile internet usage </li></ul><ul><li>‘ Poor speed’ and ‘affordability’ are the biggest perceptual barriers in higher adoption of mobile internet usage among existing net users </li></ul>Mobile access adding ‘depth’
  8. 8. <ul><li>Rural user base up at 20% </li></ul><ul><li>Growth relatively more in ‘South’, making it the most ‘net-savvy’ region </li></ul><ul><li>Growth relatively more in the ‘smaller’ urban areas’ (below 5 lakhs population) – they now account for half of all urban internet users </li></ul><ul><li>‘ Home’ continues to be the largest ‘single’ place of access. ‘Home’ and ‘transit’ user base show increase </li></ul><ul><li>‘ Connectivity’ problems are the biggest irritants, starting with ‘speed’ - half of all broadband users claim ‘below 256 kbps’ speeds </li></ul>Need to ‘cast’ the net wider
  9. 9. <ul><li>Over half of internet users are ‘employed’, half of whom are ‘corporate employees’ </li></ul><ul><li>2/3 rd of those employed are ‘head’ of the household (rest 1 in 3 being the ‘other earning members ‘of ‘multi-income’ families) </li></ul><ul><li>‘ 25-35 years’ forms the ‘single’ largest age group among internet users </li></ul><ul><li>Their ‘average’ claimed monthly family income is ‘3 times’ the national average </li></ul><ul><li>At least 2 times higher ownership levels for the more ‘evolved’ modern day assets </li></ul><ul><li>Female user-ship ‘inching’ upwards, ‘housewives’ as a user base starts emerging </li></ul>‘ Catching big’ in the small pond
  10. 10. <ul><li>Internet is the ‘dominant medium’ in 2/3 rd internet users’ lives </li></ul><ul><li>Among offline media, they read ‘newspapers’ more, but are ‘heavier users’ of TV </li></ul><ul><li>Internet ‘surfing’ is the favorite ‘indoor entertainment’ for most of them, and they perceive it as a source of ‘learning’ and ‘entertainment’ </li></ul><ul><li>‘ Listening to music’, ‘cinema’ and ‘gaming’ are their biggest hobbies </li></ul><ul><li>‘ Money’ is the biggest motivation driving their lives </li></ul><ul><li>They give highest importance to ‘functionality’, then to brand image </li></ul>Internet ‘intrinsic’ to their lifestyle
  11. 11. <ul><li>Proportion of online ‘window’ shoppers fell significantly in the last year </li></ul><ul><li>However, this drop is due to significant decline in the ‘searchers only’ base, ‘online buyers’ base actually increased by 2.5 million (33% growth) </li></ul><ul><li>40% online shoppers ‘bought’ online (+18% points over last year) - indicates that mere ‘window shoppers’ are giving way to the ‘serious’ buying-intending shoppers </li></ul><ul><li>Net users make good ‘marketing audience’ – 3/4 th of them have ‘responded’ to some kind of ‘marketing stimulus’ when online </li></ul>Window shoppers give way to ‘serious’ ones
  12. 12. Popular Online Activities – Top 10 Online Activity % Internet Users Undertaking Emailing 94% Download Music 72% Instant Messaging/Chatting 56% Job Search 56% PC to Mobile SMS 55% Social Networking 54% Info Search Engine 52% Watch Videos 50% Screensavers/Wallpapers 50% Online Communities 50% Average number of online activities undertaken per person - 17
  13. 13. Most Used Websites – Overall Level Top 10 * On preferred usage basis (i.e., the site they use the most among all the sites they use) Website % Use it the Most Google 46% Yahoo 11% Gmail 9% Orkut 6% Rediff 4% Facebook 2.4% Moneycontrol 1% Youtube 1% Blogspot 0.8% 160by2 0.7%
  14. 14. Most Used Websites – By Verticals Vertical Top Website % Use Most Emailing Gmail 62% Emailing from Mobile Gmail/Google 64% Instant Messaging Gtalk/Gmail 41% Job Search Naukri 48% Online News Yahoo 23% Info Search – English Google 79% Online Travel Buy IRCTC 51% Online Games Zapak 26% Online Buying (Non-Travel) Ebay 32% Real Estate Google 24% Business & Financial News Google 26% Online Share Trading Sharekhan 18% PC to PC Net Telephony Google/Gtalk 54% PC to Telephone Net Telephony Yahoo 21% PC to Mobile Messaging (sms) Way2sms 45% Net banking Onlinesbi 29%
  15. 15. Most Used Websites – By Verticals Vertical Top Website % Use Most Matrimony Bharatmatrimony 38% Friendship/Dating Orkut 46% Share Pictures Orkut 37% Social Networking Orkut 53% Professional Networking Orkut 35% Video Sharing Youtube 36% Non-cricket Sports Yahoo 29% Cricket content Cricinfo 42% Cinema content Google 20% Watch Videos Youtube 76% Financial Info & Quotes Moneycontrol 18% Buy/Rent Movie CD Ebay 23% Mobile content Google 18% Book Cinema Tickets Bookmyshow 33% Download Movies Torrentz 30% Download Music Songspk 27%
  16. 16. Most Used Websites – By Verticals Vertical Top Website % Use Most Listen/stream Music Songspk 14% Share/Upload Music Youtube 22% Health & Lifestyle Content Google 38% Online Education and Learning Google 40% Astrology Astrology 22% Screensavers/Wallpapers Google 45% E-greetings 123greetings 48% Join Online Community Orkut 52% Follow Tweets Twitter 72% Search Locations/Maps Google 87% Search for Higher Education Info Google 53% Online Tutorials Google 40% Search/Buy Books Google 56%
  17. 17. Thank You!