What Women Want? Indian Online
Women & Moms Research Review

1 in every 3 Internet
users in India are women. (Up from 1 in every 5 ,March 2009) Source: Comscore- March 2010

1 in every 3 women
(15-34 year) in SEC ABC towns are active internet user Source: IRS Q1 2010, Comscore – May 2010

Core TG: 15-34 years. Heavy
users (time spent): 35-44 years. Source: Comscore- May 2010

Internet Reach > print among
15-44 Source: *SEC ABC Only, IRS Q1 2010, Comscore- May 2010

Indian women turn most often
to the Internet for all dominant categories E-mail Maps Search Newspaper Sites Social Networks Online Gaming Blogs Celebrity News/ Gossip Music Community/Parenting Finance/ Banking Health Career & Training Online Travel Source: Comscore- May 2010

1 in every 3 Indian
women of 15-34 year old is on Facebook (In Millions) 0.24 0.09 0.03 Source: Facebook Audience , Comscore – May 2010

Woms W hat Want? India
Online

2 in every 5 online
women in India are mothers Source: IAMAI

Indian mothers spend 3 times
more time on Internet versus Television Weekly time spent (in hours) 3.0 Publications 3.0 Newspaper 15.2 Internet 3.0 Radio 4.9 Television Source: Microsoft and Starcom MediaVest Group, May 2010

What mothers do on the
web? 44% Watched TV shows online 74% Listened to music online 81% Read newspapers online Source: Microsoft and Starcom MediaVest Group, May 2010

5 out of top 10
family related information sources are online 1 Search Engines 2 Portals 3 Newspapers 4 Parenting Websites 5 Child Experts 6 Television 7 Magazines 8 Emailers /e-newsletters 9 Online Social Communities 10 Printed brochures & Radio Source: Microsoft and Starcom MediaVest Group, May 2010

5 out of top 10
self related information sources are online 1 Search Engines 2 Newspapers 3 Magazines 4 Portals 5 Televisions 6 Emailers /e-newsletters 7 Friends, family & peer group 8 Price comparison websites 9 Printed catalogues 10 Shopping websites Source: Microsoft and Starcom MediaVest Group, May 2010

Top areas of importance for
Indian mothers who are online (Percentage of mothers who said it was important ) Health/nutrition/medical Bank/finance/property Career training Fitness Mother’s education News/current affairs Food/cooking Personal care Source: Microsoft and Starcom MediaVest Group, May 2010

What Indian Mothers search for
while seeking family and child information? 82% of Indian mothers used search engines in the past seven days. Information searched for child & family (in %) Children’s education Health/nutrition/medical advice Extra-curricular activities for children Toys for children Children’s entertainment Babycare & parenting Education Source: Microsoft and Starcom MediaVest Group, May 2010

What Indian Mothers search for
while seeking self related information? 82% of Indian mothers used search engines in the past seven days. Information searched for self (in %) News/current affairs Banking/finance/property Beauty/cosmetics Fashion & accessories Gossip & celebrities Career & training Fitness Source: Microsoft and Starcom MediaVest Group, May 2010

On importance of Internet.. 90%
of Indian mothers said the Internet helped them connect with friends & family. 75% of Indian mothers said it was their “me time”. 49% said it kept them up to date with what was going on. Source: Microsoft and Starcom MediaVest Group, May 2010

What Indian mothers talk about?
90% of Indian mothers maintain that good brands are worth talking about, much higher than the Asia average of 80%. 72% of Indian mothers will go out & persuade their friends & family to buy a product they like, compared with the Asia average of 59%. 48% of Indian mothers share purchasing experience through online channels. 47% of Indian mothers refer to discussion boards when it comes to informed choices for the baby. Source: Microsoft and Starcom MediaVest Group, May 2010

Online shopping by Indian mothers
Expectant moms tend more to shop online than the average mom. (Figures in %) Source: Microsoft and Starcom MediaVest Group, May 2010

Trendsspotting conclusions Women have become
a major Indian Online moms see the internet as a 1 player in the Indian Online arena. vital communication and information tool. 2 They spend more time on the web compared to all other media. Indian Mothers can be considered a worthy target They are highly engaged in all internet online. 3 related behaviors (search, read newspapers. listen to music, watch TV). A third of young Online 4 Many of them share experiences on brands women in India are active and purchases online. users.

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