India Bytes is a study with insightful understanding of computer usage behavior and preferences of urban Indians along with the recent estimates of computer user-ship in urban India. It also provides information on current computer ownership and buying intentions.

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Study
Overview
Authentic recent estimates of computer user-ship in urban
India
Insightful understanding of computer usage behavior and
preferences of urban Indians (place, frequency and duration of
usage, configuration details, software usage, printer and peripherals
usage, AMC, Internet usage)
In-depth info on both assembled and branded computer
usage, and on both desktop and laptop usage within the
branded segment
Current brand shares and perceptions, as well as expected
brand shares
Future ‘buying intentions’ including timing of purchase,
computer types and brands (if branded), configurations and
peripherals

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Methodology Computer usage dynamics and preferences captured through
a large ‘online’ survey sampling over 5,080 computer users
in July-August 2008
Online survey conducted using JuxtConsult Consumer Panel
(www.getcounted.net). Panel 65,000 member strong in
August 2008, adding over 10,000 new members every month
The online survey data made ‘representative’ of the urban
Indian population by using appropriate ‘demographic
weights’
Weights derived using authentic Govt. of India population
statistics and a large 12,500 household land survey
conducted by JuxtConsult in April 2008 across all socio-
economic strata in 40 cities

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Topline Findings
Computer
Usership
64.4 million unique computer users in urban India. 8 million
started using in last 1 year
31.5 million units (90% desktops and 10% laptops). Almost 1
in 3 units got bought in last 1 year
Average users per box are 2.3 at home and 1.8 at office
Average ‘place’ of usage is 2. Highest usage share at home
(37%)
60% home computers are ‘assembled’ (only 31% office ones)

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Usage by
place
Place of Work Only
10%
Home Only
12%
Cyber Café Only
9%
22%
32%
9%6%
Place of Work - 35% Home - 37%
Cyber Café - 28%
Note – there are no exclusive ‘in transit’ users. Theyalluse the computerfrom one ofthe above 3 places

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Assembled vs.
Branded Assembled
25% 32%
54%
43%
Branded
46%
Only Assembled Only BrandedBoth

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Most preferr
websites
Google leadesd
r
e
in
fo
specific onlin
activities*
both ‘mind’
share and ‘user
share!
specific online
activities*
Most preferre
websites for
Branded d
Assembled vs.Desktop vs.
Laptop Desktop
24% 5%
77%
71%
Laptop
23%
Only Desktop Only LaptopBoth

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User Profile Only half of all computer users are employed (1 in 3 in IT
sector)
Just over half belong to SEC ‘A’ and ‘B’
Top 8 metros account for almost 50% of the computer users
Half have ‘2-wheeler’ as the most expensive vehicle in the
house
Half of home users are 25- years in age, 2/3rd of office users
are 25+ years in age

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Home Usage 60% home users feel that computer is a necessity. 87% use it
daily at home
Only 1 in 7 is an ‘exclusive’ user of a home PC, rest share
with other family members
Internet surfing is the biggest purpose of computer usage at
homes
1 in 3 plan to buy/upgrade their home PC within next 1 year
(almost half planning to go for a laptop)
At least 2 out of 3 desire to buy 100GB+ hard disk, 1GB+ MB
RAM. Configuration and advanced features are the biggest
drivers in choosing between brands
Only 1 in 4 home users have an AMC

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Office Usage 60% home users feel that computer is a necessity. 87% use it
daily at home
Only 1 in 7 is an ‘exclusive’ user of a home PC, rest share
with other family members
Internet surfing is the biggest purpose of computer usage at
homes
1 in 3 plan to buy/upgrade their home PC within next 1 year
(almost half planning to go for a laptop)
At least 2 out of 3 desire to buy 100GB+ hard disk, 1GB+ MB
RAM. Configuration and advanced features are the biggest
drivers in choosing between brands
Only 1 in 4 home users have an AMC

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Laptop Usage 2 out of 3 laptop users have bought it with ‘self’ funds
Almost 2/3rd have purchased the laptop only within last 1
year
Working from ‘multiple places’ is the biggest motivation
behind laptop purchase
Less than half use their laptop singly and exclusively
Only 2 out of 3 use them daily
About 1 in 4 laptop user is planning to buy a new laptop
within next 1 year
1 in 3 laptop users have bought a computer product online

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Most Recalled
Brands
HP most top of mind recalled brand for ‘computer’
Category Most Top of Mind Brand % Recalling
Computer HP 19%
Desktop HP 19%
Laptop Dell 14%
Microprocessor HP 14%
Hard Disk Intel 50%
CD Drive Seagate 23%
Monitor Sony 22%
Inkjet Printer LG 21%
Laser Printer LG 28%

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Brand Perceptions
Brand
1.0.50.0-.5-1.0-1.5
Attribute
1.5
1.0
.5
0.0
-.5
-1.0
Gives best features at any given price
Best looking PCs
Best technology
Cheapest in price
Zenith
SonyLG
Lenovo
IBM
HP
HCL
DellCompaq
Apple
Acer Best brand image
The nearer the brand is to an attribute, more strongly it is associated with that
attribute as compared to other attributes.
The closer it is to ‘0-0’ axis, the less it is associated with any attribute at all

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Top Brands
by Usage
Share-
Hardware
Category Most Used Brand % Using Likely to buy
Computer (overall) HP 23% HP – 19%
Desktop HP 22% HP – 22%
Laptop HP 27% Dell – 21%
% Don’t Know
Microprocessor Intel 75% 9%
RAM Samsung 5% 67%
Hard Disk Seagate 12% 63%
CD Drive LG 17% 58%
Monitor Samsung 16% 55%
Printer LG 16% 20%

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Top Brands
by Usage
Share-
Peripherals
Category Most Used Brand % Using
% Don’t Know/
Don’t Use
Mouse Logitech 26% 9% / 5%
Webcam Logitech 15% 10% / 51%
Speaker Creative 17% 10% / 19%
Headset Intex 21% 10% / 34%
Modem D-Link 18% 26% / 17%
Joystick Logitech 9% 12% / 63%
Pen/Thumb Drive Transcend 30% 9% / 26%
Scanner HP 27% 10% / 40%
11

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Top Brands
by Usage
Share-
Software
Category Most Used Brand % Using % Don’t Use
Operating System MS Windows XP 66% -
Internet Browser Internet Explorer 71% 4%
Anti-virus Norton 29% 4%
Word Processing MS Word 91% 6%
Audio/Video Player Windows Media Player 35% 10%
Spreadsheet MS Excel 89% 12%
Presentations PowerPoint 79% 16%
Emailing Application MS Outlook 26% 17%
Graphic Designing Photoshop 58% 27%
Database Management MS Access 55% 34%
Book Keeping/Accounting Tally 49% 39%
Default Homepage Google 38% (Don’t Know) 20%

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Information
Area Covered
Report Details
Estimation of computer and internet user-ship in urban
India
• Overall
• By place of usage – home, place of work, cyber cafe,
transit
• By type of computer – assembled desktop, branded
desktop, laptop
Demographic and socio-economic profile of computer
users in urban India
• Gender, age, city, city type, region
• Educational qualification, current occupation, industry
of occupation, preferred language of reading, marital
and children status
• SEC, monthly household income, most expensive vehicle
owned, credit and debit card ownership
• Household asset ownership – home, TV, fridge, washing
machine, AC, microwave, music system, DVD player,
Ipod, camera, video recorder, landline phone, mobile
phone and cable TV connection

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Information
Area Covered
Computer usage status and dynamics
• Years since using a computer
• Places of usage - multiple and exclusive (home, place of
work, cyber café, transit)
• Type of computer used – multiple and exclusive
(assembled desktop, branded desktop, laptop)
• Time when bought, brand bought (if branded), reason
for preferring the brand, purpose of usage, frequency
and duration of usage, per capita users, AMC status
• Configuration - processor type, RAM speed, hard disk
space, CD drive type
• Peripherals used - monitor screen size, printer type,
scanner, mouse, webcam, speakers, headset, modem,
joy stick, thumb/pen drive
• Software used – OS, anti-virus, word processing,
spreadsheet, presentation, graphic designing, database,
audio/video player, internet browser, email application
• Attitude towards using pirated software

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Information
Area Covered
Internet usage status and dynamics
• Place of access (home, place of work, cyber café,
transit)
• Internet usage details by place - type of connection,
frequency and duration of usage
• Default internet browser, default homepage, default
messenger
• Online purchase of computer products
Future intentions on computer buying and usage
• Time frame of buying new or upgrading existing
computer
• Type of computer likely to buy – assembled desktop,
branded desktop, laptop
• Brand likely to be bought (if branded), Reasons for
brand preference
• Desired configuration - processor type, RAM speed,
hard disk space, CD drive type
• Desired peripherals - monitor screen size, printer type,
scanner, mouse, webcam, speakers, headset, modem,
joy stick, thumb/pen drive
• Likelihood of buying online

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Information
Area Covered
Brand shares and brand perceptions of Desktops/Laptops
• Top of mind brand recalls, current and likely brand
shares
• Brand perceptual map on key category attributes
Brand shares of Main Parts/Peripherals
• Top of mind brand recalls, current and likely brand
shares in the following part/peripheral categories:
Processor
RAM
Hard Disk
CD/DVD drive
Monitor
Inkjet Printer and Laser Printer

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Brand shares of Other Peripherals
• Current and likely brand shares in the following
peripheral categories:
Information
Area Covered
Mouse
Speakers
Scanner
Webcam
Headset
Thumb/Pen Drive
Modem
Joystick
Current Brand shares of softwares
• Current brand shares in the following software
categories:
Operating System Spreadsheet
Graphic Designing Anti Virus
Presentations Database Management
Word Processing Internet Browser
Audio/Video Player Email Application
Book Keeping/Accounting

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List of
Reports
1. Overall Main Report
2. Comparative Report by Place of Usage
Home vs. Place of Work vs. Cyber Café vs. Transit
3. Comparative Report by Type of Computer
Assembled Desktop vs. Branded Desktop vs. Laptop

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Pricing of
reports
Report Price (Rs.)* Price (USD)
Any 1 Report 100,000 3,500
Any 2 Reports 160,000 5,600
All 3 Reports 200,000 7,000
*12.36% service tax extra
Payment Terms – 50% advance, 50% after delivery of all
reports
Delivery Timeline – 1 week from the date of order
Report Format - PDF

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Contact
Details
Address : 3, Kehar Singh Estate, 1st Floor,
Westend Marg, Lane 2, Said-ul-Ajaib,
New Delhi – 110030
Telephone : +91-11-29535098, +91-98112-56502
Contact Person: Sanjay Tiwari
Email : sanjay@juxtconsult.com
Website : www.juxtconsult.com