Juxt Consult India Online 2007 Local Language Content Users Report

India Online 2007

Local Language
Content Users Report

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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

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.

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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

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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

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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.

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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,

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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

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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.

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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.

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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.

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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

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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).

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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.

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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.

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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.

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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%.

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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
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%).

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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
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.

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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
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
Emailing 96% 95%
Job Search 81% 73%
Check news 79% 61%
Check Sports 76% 57%
Music 74% 60%
Online games 68% 54%
E-greetings 64% 57%
Mobile content (ring tones/ 64% 50%
games)

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.

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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

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
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


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
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

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
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


Detailed Findings

22

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


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

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


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

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


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

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%


Base: 1,388

29


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%


Base: 1,388

30

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%


Base: 1,388

31


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

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%


Base: 1,388

33


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

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%


Base: 1,388

35


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%


Base: 1,388

36

India Online 2007

Chart 9: Occupational break up

Current Year Unemployed Employed

80%
67%
62%
60%

38%
40% 33%

20%

0%


Base: 1,388

37


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%


Base: 930

38

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%


Base: 1,388

39


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%


Base: 1,240

40

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%


Base: 1,388

41


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%


Base: 1,388

42

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


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%


Base: 1,388

44

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%


Base: 1,388

45


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%


Base: 1,388

46

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%


Base: 786

47


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%


Base: 1,158

48

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%


Base: 786

49


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%


Base: 1,158

50

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%


Base: 759

51


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%


Base: 1,060

52

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%


Base: 746

53


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%

Base: 1,062

54

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%

Base: 840

55


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%

Base: 752

56

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


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%

Base: 1,086

58

India Online 2007

Chart 30: Duration of internet usage from office

50% 45%
39%
40% 34%
29%
30% 26% 26%

20%

10%

0%

Base: 1,048

59


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

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


Chart 33: Time spent by internet users on watching TV


50% 44% 44%
42% 43%

40%

30%

20% 13% 13%

10%

0%


Base: 1,209

62

India Online 2007

Chart 34: Time spent by internet users on reading newspaper


50% 46%
43% 44%
41%
40%

30%

20% 14% 14%

10%

0%


Base: 1,242

63


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


80% 72% 72%

60%

40%
20% 19%
20% 10%
8%

0%


Base: 863

64

India Online 2007

Preferred Net
Activities
Table 20: Popularity of various internet activities
Local language website usage 100% 12%
Emailing 96% 95%
Job Search 81% 73%
Check news 79% 61%
Check Sports 76% 57%
Music 74% 60%
Online games 68% 54%
E-greetings 64% 57%
Mobile contents (ring tones / games, etc.) 64% 50%
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


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%


Base: 1,388

66

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%


Base: 1,388

67


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

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%


Base: 1,378

69


Chart 40: Online shopping

Current Year
Non-Buyers Buyers
57%
60%
51%
49% 43%
40%

20%

0%


Base: 1,388

70

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%


Base: 1,388

71


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%


Base: 1,388

72

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


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%


Base: 1,388

74

India Online 2007

Table 22: Preferred websites - emailing
Yahoo 49% 53%
Gmail 25% 20%
Rediff 16% 18%
Hotmail 6% 6%
Sancharnet/BSNL 2% 0.7%
VSNL 0.6% 0.5%
Lycos 0.5% 0.2%
Sify 0.5% 1%
AOL 0.2% 0.1%
Base: 1,388

75


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%


Base: 1,388

76

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%


Base: 1,388

77


Most Used Websites
Table 23: Top of mind unaided recall - all websites
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%
Base: 1,364

78

India Online 2007

Table 24: Most used website - all websites
Google 33% 29%
Yahoo 25% 27%
Rediff 11% 11%
Orkut 5% 8%
Gmail 4% 4%
Hotmail 1% 2%
Moneycontrol 0.7% 0.5%
Naukri 0.6% 0.5%
Base: 1,373

79


Table 25: Info search (English)
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

India Online 2007

Table 26: Info search (local language)
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


Table 27: Job search
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

India Online 2007

Table 28: Online shopping (other than travel tickets)
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


Table 29: Online news
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

India Online 2007

Table 30: Financial news & info (rates, quotes, etc.)
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


Table 31: Online share trading
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

India Online 2007

Table 32: Real estate info
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


Table 33: Matrimonial search
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

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