Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Internet usage and behavioral study in India - 2008 Snapshot


Published on

The India Online study helps in understanding the status and net usage behavior and preferences of online Indians. It not only provides the most recent estimates on the Internet user-ship, growth and penetration in India but also gives a highly ‘insightful’ understanding of the current net usage behavior and preferences of various types of online Indians.

  • Be the first to comment

Internet usage and behavioral study in India - 2008 Snapshot

  1. 1. India Online 2008 Online Indians and their Net Usage Behavior and Preferences
  2. 2. • Most recent estimates of Internet user-ship in urban and rural India • Insightful understanding of net usage behavior and preferences of regular online Indians • Understanding online Indians as ‘consumers’ and not just faceless net users • Comparative profile of users of top 5 websites for 26 online verticals • ‘Changes’ vis-à-vis last year reported for most of the information Study Overview
  3. 3. A ‘land survey’ conducted in March 2008 to estimate and profile the internet users The survey sampled over 12,500 households in 40 cities of all population sizes, and over 4,000 households in 160 villages across the country, covering all socio-economic strata The internet usage dynamics, behavior and website preferences were captured through a large scale ‘online survey’ with over 15,000 internet users in April 2008 The online survey was conducted using Google (keyword) Search Ads and JuxtConsult’s own Internet User Panel ( The online survey data made ‘representative’ of the entire online population (urban and rural), by using appropriate demographic ‘weights’ derived from the land survey and using authentic Govt. of India population statistics Methodology
  4. 4. Topline Findings
  5. 5. All internet users at 49 million – 40 million urban, 9 million rural 33% growth in all urban users over last year 35 million ‘regular’ users – 30 million urban, 5 million rural 19% growth in regular urban users over last year 25 million ‘daily’ users A year of ‘healthy’ growth… * ‘Regular’ internet users = internet users who use the internet ‘at least once a month’
  6. 6. Represents ‘mass’ as much as ‘class’! • 19 – 35 years • SEC ‘A’, ‘B’, ‘C’ • Salaried employee in corporates • Live in the metros • Own an automobile • Prefer to read in English 77% 70% 51% 30% 63% 28%
  7. 7. Represents ‘mass’ as much as ‘class’! Household Assets % Internet Users Owning Color TV 90% Mobile Phone 87% Bank Account 84% Computer/Laptop 72% Fridge 68% Life Insurance 53% 2-Wheeler 46% Credit Card 31% Air Conditioner 19% 4-Wheeler 17% Invested in Shares 11%
  8. 8. Home is the ‘most preferred place of access’ with 41% of them 9 out of 10 regular users from home (and office) log on to the net daily More of them spend 2 hours or more daily on internet from home than on other mediums – Internet 36% on weekdays – TV 14% – Newspaper 2% – Radio 10% 81% ‘interact’ on the medium (chat, network, interact on communities, blog) Net is the dominant medium in their daily lives!
  9. 9. On an average a net user undertakes over 15 activities online 7 out of the top 10 online activities fall in the ‘personal life’ domain Users of ‘other language’ websites up at 34% Now a part of their living rooms… Top 10 Online Activities % Undertaking Emailing 91% Job search 72% Instant messaging / chatting 70% Check news 63% Check sports 57% Download music / movies 54% Check cricket score 50% Dating/Friendship 50% Matrimonial search 49% English info search engine 49%
  10. 10. 80% of all regular online Indians ‘shop’ online (search or buy) 23% have bought online in last 6 months - 8 million active online buyers 92% of all online buyers have bought a travel product online, 51% have bought a non-travel product online 80% of travel buyers have bought train tickets, 52% air tickets Books, Clothes and CD/DVDs are the most bought non-travel products online (Mobiles and Computer Products most searched) 1 in 3 online shopper ‘buys’ online!
  11. 11. Google leads in both ‘mind’ share and ‘user’ share! Website % Recall Top of Mind % Use it the Most Google 36.6% 28.4% Yahoo 31.5% 27.6% Rediff 7.4% 8.6% Orkut 5.6% 8.1% Gmail 5.5% 8.6% Indiatimes 1.7% 1.2% Hotmail 1.1% 1.0% Moneycontrol 0.8% 0.8% Naukri 0.7% 0.4% Sify 0.6% 0.7%
  12. 12. Most Used Website for Specific Activities Vertical Top Website % Use Most Vertical Top Website % Use Most Emailing Yahoo 51% Matrimony Bharatmatrimony 36% Instant Messaging Yahoo 53% Friendship/Dating Orkut 54% Job Search Naukri 42% Share Pictures Orkut 38% Online News Yahoo 16% Social Networking Orkut 66% Info Search – English Google 81% Professional Networking Orkut 44% Info Search – Local language Google 65% Video Sharing Youtube 43% Online Travel Yatra 18% Sports Cricinfo 19% Games Zapak 32% Astrology Yahoo 25% Online Shopping (non-travel) Ebay 33% Cinema Yahoo 14% Real Estate Google 23% Music Raaga 17% Financial News/Info Moneycontrol 18% Online learning/education Google 32% Online Share Trading ICICIdirect 31% Buy/rent movie CD Rediff 19% Net Telephony Yahoo 25% Mobile Content Yahoo 12%
  13. 13. Report Details
  14. 14. Demographic and socio-economic profile of online Indians Gender, age, city, city type, region Educational qualification, current occupation, industry of occupation, preferred language of reading, status in the household SEC, monthly household income, most expensive vehicle owned Household and financial asset ownership – home, land, TV, fridge, washing machine, AC, microwave, music system, DVD player, Ipod, camera, video recorder, tube well/pump, landline phone, mobile phone, computer, cable TV connection, bank account, demat account, fixed deposits, chit fund deposits, life insurance, medical insurance, debit card, credit card, mutual fund, shares, etc Currently running loan liabilities if any Net usage status and dynamics Years of experience in using the net Place of access (home, place of work, cyber café, transit, choupal/gram panchayat) Net usage details by place - type of connection, ISP subscribed to, frequency of usage, duration of usage, usage by day parts Daily time spent on net vis-à-vis on computer usage, watching TV, reading newspaper and listening to radio Information Area Covered
  15. 15. Online activities undertaken and most used websites Popular online activities and their usage penetrations Most top of mind recalled websites at overall level vis-à-vis most used websites at the overall level Most used websites for 26 popular online activities: Emailing Instant Messaging/Chatting Info Search (English) Info Search (Local Language) Job Search Astrology Travel Booking Online Shopping (other than travel products) News Financial Info (rates, quotes, etc.) Online Share Trading Real Estate Info Matrimonial Search Dating/Friendship Social Networking/Communities Sharing Pictures Sharing Videos Net Telephony Professional Networking Online education/learning Gaming Listen/buy Music Sports Cinema Content Buy/Rent Movies Downloading Mobile Content Information Area Covered
  16. 16. Online shopping behavior Penetration of online shoppers (search) and buyers (search and buy) Travel products bought and searched in last 6 months, search-to-buy ratios, frequency of buying and average monthly spends for work and personal use All other non-travel products bought and searched in last 6 months, search-to-buy ratios, frequency of buying and average monthly spends for work and personal use Modes of online payment used Motivations of buying online and problems faced while buying online Reasons for not buying online (for those who search only) Online marketing stimulus responded to (banner ads, search ads, virals, online contest, e-mailers, newsletters) Internet usage in local Indian languages Popular languages of internet usage, most used websites by each of these languages Blogging & online community membership Proportion of internet users reading, commenting and owning blogs Frequency of reading blogs, most read blog sites Memberships by popular online community types Main problems faced while surfing the Internet Information Area Covered
  17. 17. List Of Reports 1. Overall Report User Segment Supplementary Reports: 2. Women on the net 3. Youth on the net (teenagers and young adults) 4. Urban versus Rural net users 5. Net users by their socio-economic (SEC) profile 6. Students on the net 7. Corporate employees on the net 8. IT professionals on the net 9. Heavy online spenders on the net 10. Bloggers on the net 11. Car owners on the net 12. Two-wheeler owners on the net 13. Mobile phone owners on the net 14. Credit card owners on the net 15. Net users by place of access (homes, office, cyber cafes) 16. Net users by type of connection (broadband, dial-up, etc.) 17. Net users by city/town type (metros, urban uptowns, emerging towns, and others...) 18. Net users as financial investors 19. Vernacular language net users Category Supplementary Reports: (profiling users of top 5 websites) 20. Online Shopping 21. Emailing 22. Instant Messaging / Chatting 23. Job Search 24. Matrimony 25. Info Search – English 26. Travel Booking 27. Social Networking 28. Professional Networking 29. Friendship / Dating 30. Sharing Pictures 31. Sharing Videos 32. Online News 33. Financial Info/News 34. Online Share Trading 35. Net Telephony 36. Cinema Content 37. Buy/Rent Movie CD/DVD 38. Sports Content 39. Online Music 40. Online Games 41. Online Real Estate 42. Mobile Content Download 43. Astrology 44. Online Education / Learning Note: Completion of any supplement report is subject to collection of sufficient sample responses in the survey.
  18. 18. Pricing of Reports Report Price (Rs.)* * 12.36% service tax extra Price (USD) Main Report 100,000 3,500 Supplementary Report 100,000 each 3,500 each Main + 1 Supplementary Report (list price) 200,000 7,000 Main + 2-4 Supplementary Reports Less 15% of list price Less 15% of list price Main + 5 or more Supplementary Reports Less 30% of list price Less 30% of list price • Payment Terms : 50% advance, 50% after delivery of all reports • Delivery Timeline : Main Report – Immediately on receipt of advance payment : Supplementary Report – 1 week per report from date of order • Report Delivery Format : PDF Note - only supplement reports cannot be bought in isolation (without the main report).
  19. 19. 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 : • Website :