The document discusses women internet users in India, focusing on online mothers. It notes that while women make up only 6% of internet users in India, this equals over 20 million users. The usage is growing not only in major cities but also smaller towns across India. It finds that online mothers spend the most time on the internet compared to other media, using it for activities like keeping up with news, listening to music, and watching videos. The document also analyzes the online search and spending behaviors of these internet-using mothers.

1. WHY DIGITAL? - A QUESTION OFTEN RAISED BY WOMEN TARGETED BRANDS

2. ONLINE WOMEN IN INDIA – MORE THAN JUST A NUMBER 01/27/12

3. Women using internet in India 01/27/12 However, this 6% equals a humongous 20 million women

4. 20 million+ women online and growing… Source: Vizisense, May 2011, Women Age 25+ 01/27/12

5. The usage is rising not only in metros but also in smaller towns… 01/27/12 20% 12% 14% 14% 4% 9% 7% 2% 3% 4% 4% 3% 0.6% 0.4% 0.3% 0.8% 0.1% Source: Vizisense, June 2011 Andhra Pradesh 1,724,000 Chandigarh 74,000 Chattisgarh 104,000 Delhi 2,878,000 Goa 112,000 Gujarat 800,000 Haryana 110,000 Himachal Pradesh 64,000 Jharkhand 22,000 Karnataka 2,426,000 Kerala 640,000 Madhya Pradesh 554,000 Maharashtra 4,170,000 Orissa 160,000 Punjab 780,000 Rajasthan 380,000 Tamil Nadu 2,720,000 Uttar Pradesh 1,410,000 West Bengal 870,000 Total 20,000,000

6. Filtering it further, we can safely assume that 50% of women online are mothers 01/27/12 20% 12% 14% 14% 4% 9% 7% 2% 3% 4% 4% 3% 0.6% 0.4% 0.3% 0.8% 0.1% Source: Vizisense, June 2011 Andhra Pradesh 862,000 Chandigarh 37,000 Chattisgarh 52,000 Delhi 1,439,000 Goa 56,000 Gujarat 400,000 Haryana 55,000 Himachal Pradesh 32,000 Jharkhand 11,000 Karnataka 1,213,000 Kerala 320,000 Madhya Pradesh 277,000 Maharashtra 2,085,000 Orissa 80,000 Punjab 390,000 Rajasthan 190,000 Tamil Nadu 1,360,000 Uttar Pradesh 705,000 West Bengal 435,000 Total 10,000,000

7. Of these, women in the age group of 25-44 form the largest composition… Source: comScore , May 2011 01/27/12

8. … and are increasing exponentially! 51% 67% 24% 24% 51% 67% Source: comScore , May 2011 01/27/12

9. INTERNET-USING WOMEN IS A VERY LUCRATIVE SEGMENT 01/27/12

10. The online women are very different from the offline women 01/27/12 Source : IRS 2011 R1 Highly educated – 70% graduates+ Has higher purchasing power * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Parameter Definition % of internet using female 25+ % of all female 25+ Indices Education Undergraduate 28.14% 43.23% 65.08 Graduate 47.53% 3.68% 1290.21 Post Graduate 24.14% 1.02% 2355.83 MHI >10000 45.35% 92.21% 49.18 10000 to 30000 38.11% 6.99% 545.51 30000< 16.54% 0.81% 2050.48

11. The IUW is more prone to spending on lifestyle needs 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Parameter Definition % of internet using women % of non internet using women Indices Travel Abroad 5.98% 0.44% 1362.24 India 45.43% 6.29% 722.38 Eating out 44.64% 3.78% 1180.38

12. The IUW’s other media consumption is also significantly higher 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Parameter Definition % of internet using women % of non internet using women Indices Media TV 95.45% 43.29% 220.48 Radio 61.93% 16.02% 386.53 Press 96.32% 21.89% 439.97

13. The IUW’s high purchasing power results into ownership of high value goods 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Definition % of internet using women % of non internet using women Indices Refrigerator 84.76% 18.01% 470.62 Cell phone 84.45% 17.06% 494.87 Washing Machine 60.39% 6.65% 908.60 Automobile 36.68% 2.62% 1399.10 Air Cooler 36.29% 9.53% 380.94 Electric Water Purifier 30.04% 1.91% 1572.39 Electric Geyser 27.82% 1.73% 1606.54 Air Conditioner 27.38% 1.40% 1958.54 Microwave Oven 22.87% 1.09% 2093.61 Vacuum Cleaner 16.26% 0.59% 2770.58

14. The IUW’s are more inclined to buying branded goods 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Definition % of internet using women % of non internet using women Indices Biscuits 93.11% 78.96% 117.92 Ketchup/Sauces 53.03% 5.76% 920.39 Branded Baby Foods 4.59% 1.05% 437.46 Branded Disposable Diapers 5.10% 0.83% 616.05 Instant Noodles 60.15% 11.98% 501.98 Branded Soup 13.57% 1.07% 1273.15 Chocolates 40.72% 4.49% 906.56 Mineral Water 44.64% 6.29% 710.19

15. ONLINE LIVES OF INDIAN MOTHERS… 01/27/12

17. Their search interests coincide with the category we operate in Source: Microsoft and Starcom MediaVest Group Study 2010 “ Secret Online Lives of Mothers…” Of 3.2 BN Google searches that happen in India every month, 12-15 MM searches are on nutrition (0.5%) 55-65 MM are on health (2%) 01/27/12 Top areas of importance for TG % of TG who said it was important Health/ Nutrition/ Medical 91 Bank/ Finance/ Property 84 Career Training 82 Fitness 81 Mother’s Education 80 News/ Current Affairs 77 Food/ Cooking 76 Personal Care 75

18. They are most highly influenced by all three types of web ads 01/27/12 Source: Nielsen Study 2010 “ Women of Tomorrow”

20. Once convinced, they can be the best brand advocates 90% of the surveyed moms in India agree that “ good brands are worth talking about .” 72% says “I can always persuade friends and family to buy the same product or brand.” More than 48% share their purchasing experiences through online channels. 47% usually refer to discussion groups or forums before making purchases. Online Brand Advocacy Source: Microsoft and Starcom MediaVest Group Study 2010 “ Secret Online Lives of Mothers…” 01/27/12

21. Summing up their online behavior… 01/27/12 1 3 4 5 2