The document analyzes the online behavior of Indian women based on data from ViziSense, an internet audience measurement platform. Some key findings include: - Search, email, and social networking are the top 3 categories for unique users, though social networking has higher page views than email. - Orkut and Facebook are the most visited social networking sites. Facebook has grown faster and seen higher engagement than Orkut. - Gmail is the most used email site. Yahoo News is much more popular than other news sites. Naukri leads in the jobs category.

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2. EVES ONLINE…
In the current digitally evolved environment, where a grandchild interacts with his grandparents more
actively through Facebook vs. offline, one often wonders how people across different demographics
have adopted the online medium. And with women dominating the decision making for most household
purchases, advertisers are more than interested to check the characteristics of this ‘highly’ targeted
audience and their online traits and behavior.
Do the (clichéd) eccentricities of women’s behavior extend to the online arena also? Does ‘Shopping’
top the activity list or do women prefer spending time planting seeds on their virtual farms? Does the
phone-friendly woman adopt emails with the same zest? And does this behavior change across the
various regions of India. Do the urban women really have very different online inclinations than their
‘smaller town’ counterparts?
ViziSense, India’s leading audience measurement and ad monitoring platform, has put together an
interesting analysis of women’s online behavior with insights from its 85,000 strong panel across a four
month period from January – April 2010.
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3. ViziSense is India's first internet audience & ad measurement & analytics platform that tracks, analyzes
and reports valuable insights across the digital landscape. The ViziSense methodology involves collation
& triangulation of online browsing behaviour from a 90,000+ India panel and cookie-level data from >
300 publisher tags
ViziSense enables a detailed understanding of the online user and helps analyze the impact of online
advertising on consumers and brand. With tons of real-time ‘revealed’ data around the online behavior of
the digital consumer, ViziSense can custom-query this database by types of users, specific user
behavior, demographics, psychographics, etc. to offer proprietary user insights
ViziSense is the audience measurement, analytics, insights and research division of Komli Media Inc.
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4. Methodology Pg. 5
Executive summary Pg. 6
Categories and websites accessed by women Pg. 10
Online Activity by time of the day Pg. 19
What do women search on internet? Pg. 21
Demographic differences Pg. 23
Case Study: Women on Social Networking Pg. 34
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5. • The online behavior of Indian Women is analyzed through the revealed data for the women panelists
from the 90,000 + ViziSense India panel. Online usage dynamics and behavior of women were
captured from the ‘active’ internet users in each month, from Jan to April 2010. Demographic and
usage weights have been applied to make the online panel and survey data representative of the
entire online urban female population (and not just of the online panel members). Geographical spread
of the active users has been carefully considered.
Panel measurement: Publisher Tags: Advanced Techniques:
§Tracks actual users & measures §Improve accuracy through §Industry-leading Triangulation
pre-verified demographics actual server requests and methodology that correlates
site usage data data from panel & tags
§Accurate site stats based on
actual usage §Gives additional information §Demographic and usage-based
about International traffic clustering
§Also tracks consumption of
website advertising content and §Iterative Proportional Fit
estimates ad spend data Algorithm
Vizisense Methodology
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6. What Indian women are doing online? To answer this question, we undertook a step by step analysis of
popular categories, in terms of unique users, page views, time spent, visit frequency etc. and then
further sliced the data on the basis of key demographics like age, occupation, geographies, marital
status, etc.
Amongst the Top 3 categories by Indian women Unique users were Search, E-Mail & Social
Networking, however Social Networking interestingly gets higher page views than E-mail.
Other popular categories amongst Indian women are news, travel, jobs, and music. Interestingly,
Shopping does not figure amongst the top 7 categories indicating that Offline shopping yet strikes the
right chord for most Indian women. Its also about the touch and feel, not just the deal!
We have further probed the search usage and ranked the most searched terms and categories by
Indian women.
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7. A further probe of the Social Networking category usage shows that Orkut and Facebook are the
topmost visited sites. No prizes for guessing that!
Facebook has higher average Page Views than Orkut, indicating higher engagement. Also, Facebook
has grown at a breakneck speed in the past few months and the women users on Facebook now equal
those on Orkut.
An hourly-usage analysis of the top 3 categories (Search, E-Mail & Social Networking) shows varying
trends throughout the day. E-Mail is most accessed by women at 11:00 Hrs while Search and Social
Networking sites show very different trends
Music, Jobs, Celebrities, Travel, Wallpapers and Kids were top categories searched by Indian women in
March 2010 on google.com. Shopping and TV entertainment also figured lower in the list of most
searched categories
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8. When we evaluate category usage behaviour by key demographics like age, we notice very different
consumption trends between Social Networking and other categories. Social Networking sees high
usage from women between the ages of 15 – 24 years. This data holds true even when you look at
usage based on education profiles. Women who are graduates are most avid users of Social
Networking sites (most Page Views consumed by this profile) whilst students show high activity on
Search and Music sites
Going a step further, its interesting to note that travel sites (both ticketing and content sites) see
maximum usage by mid & junior salaried women (combined share of 35%) – either constantly seeking
holiday options for themselves or their families or are entrusted with the task of booking tickets and
hotel stays for their respective organization
When we analyze the data based on regional access, we notice that unlike the usual high online
activity seen from South India, North Indian women have comparatively high activity on Social
networking sites as compared to South Indian women
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9. Given the high engagement and increased adoption of the social Networking space, it is interesting to
see that Indian women spend more time on Facebook vs. Orkut. There are also some interesting
revelations around the applications on Facebook and their usage. Given the buzz around the Farmville
application on Facebook, the fact that it’s by far the most popular application for Indian women is not a
surprise
Women form 22% of the 5 crore active Indian internet universe. The top 3 categories give you access
to most of these women. This report helps you provide significant insights into where do you find
women most engaged, what online content fits their appeal and what profile of women display what
kind of preferences.
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11. Unique Users in Millions
Categories Jan 2010 Feb 2010 Mar 2010 April 2010 ‘’Search’ is the top category accessed by
Search 6.56 7.17 7.50 8.13
E-Mail 5.79 6.02 6.91 7.69
Women, followed by E-Mail and Social
Social Networking 4.36 4.92 5.37 5.67 Networking
News 2.42 2.60 2.71 3.02
Travel 2.09 2.15 2.41 2.66
Jobs 1.09 1.92 2.08 2.06
Music 1.55 1.53 1.68 1.85 However, ‘Social Networking’ has higher page
views than E-Mail indicating better
engagement. This could also mean that some
Page Views in Millions
Categories Jan 2010 Feb 2010 Mar 2010 April 2010
chunk of email activity is moving to postings
Search 1107 1132 1285 1441 on the ‘Wall’ or to E-Mail options within the
Social Networking 813 855 1006 1115
E-Mail 601 583 640 727 Social Networking sites itself
News 49 48 46 62.9
Travel 97 91 91 104
Jobs 71 71 75 70.1
Music 30 29 33 31.7
Interestingly, Shopping does not make it to the
Top 7 categories accessed by Indian women
online
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13. By Unique Users in Millions
Social
Networking
Jan 2010 Feb 2010 Mar 2010 April 2010 ‘Orkut’ and ‘Facebook’ are the two top sites for
Orkut 2.94 3.02 3.28 3.41 Women as part of the Social Networking
Facebook 2.52 2.64 3.12 3.41
category
Ibibo 0.37 0.54 0.78 0.75
Linkedin 0.50 0.55 0.60 0.58
Way2sms 0.49 0.53 0.56 0.62
‘Facebook’ has grown faster than ‘Orkut’ over
the past few months and now attracts an equal
By Page Views in Millions women users as of April 2010. Facebook’ has
Social
Jan 2010 Feb 2010 Mar 2010 April 2010
Networking higher Page Views consumed by women
Orkut 363 383 393 368
Facebook 378 411 530 669 indicating better engagement. This could be
Ibibo 7.5 10 16.9 13.9 attributed to the popularity of applications such
Linkedin 11.7 12.6 11.2 12.7
Way2sms 11.7 11.5 11.7 13.0 as Farmville as well as Facebook also leading
the mandate for photo-video sharing sites
(more monthly users than Youtube)
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14. Unique Users in Millions
E-Mail Jan 2010 Feb 2010 Mar 2010 April 2010 When we deep dive into the E-Mail category,
Gmail 3.97 4.08 4.43 4.95
Yahoomail 3.24 3.33 3.38 3.75 we find that Gmail is the top E-Mail website for
Rediffmail 1.22 1.25 1.34 1.56
Indian women followed by Yahoo Mail on the
Mail.live.com 0.72 0.73 0.86 0.91
Indiatimes 0.09 0.09 0.09 0.09
basis of both Unique Users as well as Page
Views
Page Views in Millions
E-Mail Jan 2010 Feb 2010 Mar 2010 April 2010
Gmail 295 285 342 389
Yahoomail 206 198 194 205
Rediffmail 79.7 81.1 82.3 98.5
Mail.live.com 11.9 12.1 16.2 16.2
Indiatimes 2.42 2.24 2.34 2.44
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15. By Unique Users in Millions
Yahoo News rules the roster by far when it
News Jan 2010 Feb 2010 Mar 2010 April 2010
Yahoo News 0.98 1.02 1.22 1.59 comes to usage of News sites by women,
Times of India 0.48 0.51 0.47 0.71
more than double of Times of India (highest
Ndtv.com 0.17 0.23 0.26 0.26
Humsurfer.com 0.20 0.16 0.10 0.21 ranked English daily in India). This holds good
Yahoo Jagran 0.17 0.16 0.18 0.19
both in terms of users as well as Page Views.
Being India’s leading portal for the past couple
By Page Views in Millions
of years, Yahoo certainly has got women
News Jan 2010 Feb 2010 Mar 2010 April 2010
Yahoo News 9.78 10.28 12.10 19.33 hooked to it for news content.
Yahoo Jagran 3.58 3.50 3.90 5.45
Times of India 3.90 Page Views in Millions
3.63 3.36 5.32
Ndtv.com 2.50 4.36 2.57 4.47
As per Page Views (consumed by women)
Manoramaonline.com 1.80 2.04 2.10 3.54 ranking for the News category, Yahoo takes
the first two spots alongwith Yahoo Jagran and
pips all the large traditional media sites such
as Times of India, NDTV & Manorama Online
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16. By Unique Users in Millions
Travel Jan 2010 Feb 2010 Mar 2010 April 2010
Within the travel category, while the railway
Irctc.co.in 0.78 0.84 0.83 1.03
Indianrail.gov.in 0.64 0.71 0.67 0.79 sites naturally get maximum usage,
Makemytrip 0.53 0.48 0.49 0.60 Makemytrip leads the pack within the OTAs.
Yatra.com 0.31 0.28 0.31 0.40
Cleartrip.com 0.22 0.18 0.23 0.28
By Page Views in Millions
Travel Jan 2010 Feb 2010 Mar 2010 April 2010
Irctc.co.in 25.80 30.52 27.78 37.18
Indianrail.gov.in 19.52 16.74 8.74 21.79
Makemytrip Page 5.60
6.53 Views in Millions
7.13 7.86
Goindigo.in 6.00 4.89 4.24 4.21
Yatra.com 4.12 3.19 3.20 3.39
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17. By Unique Users in Millions
Jobs Jan 2010 Feb 2010 Mar 2010 April 2010
Naukri is the clear leader within the jobs
Naukri.com 1.10 1.17 1.08 1.18
Monsterindia.com 0.62 0.71 0.91 0.76 (classifieds) category with 50% more unique
Timesjobs.com 0.59 0.56 0.59 0.62
users and double the page views than its
Shine.com 0.23 0.33 0.52 0.46
Clickjobs.com 0.04 0.05 0.10 0.11 closest competitor Monster. The difference in
Page Views is even more distinct for women
By Page Views in Millions users vs. their male counterparts.
Jobs Jan 2010 Feb 2010 Mar 2010 April 2010
Naukri.com 41.35 41.98 37.01 32.86
Monsterindia.com 12.04 13.05 16.65 16.05
Timesjobs.com Page 6.90
6.76 Views in Millions
6.94 7.22
Shine.com 2.40 4.21 6.55 4.64
Freshersworld.com 1.32 1.14 1.17 1.36
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18. By Unique Users in Millions
Music Jan 2010 Feb 2010 Mar 2010 April 2010
Songs.pk is clearly the most preferred and
Songs.pk 0.69 0.61 0.69 0.81
Beemp3.com 0.26 0.27 0.37 0.37 visited music site by Indian women. The high
Smashits.com 0.28 0.24 0.29 0.30
recall of the domain name as well as the one-
Mp3raid.com 0.10 0.13 0.16 0.27
Raaga.com 0.22 0.23 0.25 0.22 click album download features aid this
website’s popularity.
By Page Views in Millions
Music Jan 2010 Feb 2010 Mar 2010 April 2010
Songs.pk 8.35 9.55 8.81 10.90
Beemp3.com 1.85 1.74 2.49 2.63
Raaga.com Page 2.38
3.40 Views in Millions
2.45 2.20
Smashits.com 1.39 1.41 2.09 1.72
Mp3raid.com 0.99 0.64 0.90 1.42
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20. Unique Users in Millions (March 2010)
Across the 24-hour day, your best bet at finding
maximum women users on email sites is 11.00
AM. Almost half a million women are on Email
sites between 11 – 12 AM. Maximum women
users on Search sites are found between 3 and
4 pm.
However, the presence of women on Social
Networking sites is consistent throughout the
course of the day and it peaks at 9 pm
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22. Rank Topic
These are the top categories/cluster of
1 Music
2 Jobs keywords searched by Indian women.
3 Celebrities
4 Travel/Tourism
5 Wallpapers Whilst Music and Jobs make it to the top, the
6 kids
7 Beauty/Fashion huge Bollywood Celebrity following by Indian
8 shopping
9 Greetings
women makes Celebrities the third largest
10 SMS services
searched category.
11 Gaming
12 Health/Fitness
13 Education
Also, travel-oriented searches make it to the top
14 News
15 Food 5 categories demonstrating the active role
16 Finance
17 Matrimony played by women in holiday or travel planning.
18 Ayurveda/Yoga
19 Movies Shopping makes it to the list of top 10
20 TV Entertainment
searched categories
March 2010
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25. Top Categories
Social Networking – Unique Users
Other categories While Indian women aged
between 25-34 show relatively
lower interest on Music sites,
they are much more active on
Travel sites (they constitute 36%
of the total women users on
Travel sites)
The Music category is most
frequented by the younger lot
aged 15-24 years
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27. Social Networking – Unique Users
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29. Total Internet
58% of women users in India originate from Metros. However, when it comes to use of
Matrimony sites, this ratio falls down to 50% indicating huge interest from the non-
metros within the Matrimony category. This trend is reversed on the Jobs category
where women in the Metros report a 20% higher Page Views on Job sites as compared
to the average Page Views consumed by women in the Metros
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30. Total Internet
Social Networking – Unique Users
While the women split between North and South India is highly skewed in favor of South
India (61%), we see much more interest from North Indian women within the Travel category
On Social Networking, women from North show much higher engagement in terms of Page
Views than their South Indian counterparts…
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32. Social Networking – Unique Users
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34. Unique Users
Single women form the
largest user group
based on marital status
across all the top
categories. In terms of
engagement, they
Page Views account for a large
62% of all women Page
Views on Social
Networking sites
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35. Unique Users
In terms of composition
on the basis of their
Marital status, married
women form almost
35% of the women
usage on Travel sites.
Page Views This indicates higher
propensity to plan
holidays or travel by
married women or the
fact that they own this
role of travel planning
at their workplace
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37. By Unique Users in Millions
Social
Networking
Jan 2010 Feb 2010 Mar 2010 April 2010 ‘Orkut’ and ‘Facebook’ are the two top sites for
Orkut 2.94 3.02 3.28 3.41 Women as part of the Social Networking
Facebook 2.52 2.64 3.12 3.41
category
Ibibo 0.37 0.54 0.78 0.75
Linkedin 0.50 0.55 0.60 0.58
Way2sms 0.49 0.53 0.56 0.62
‘Facebook’ has grown faster than ‘Orkut’ over
the past few months and now attracts an equal
By Page Views in Millions women users as of April 2010. Facebook’ has
Social
Jan 2010 Feb 2010 Mar 2010 April 2010
Networking higher Page Views consumed by women
Orkut 363 383 393 368
Facebook 378 411 530 669 indicating better engagement. This could be
Ibibo 7.5 10 16.9 13.9 attributed to the popularity of applications such
Linkedin 11.7 12.6 11.2 12.7
Way2sms 11.7 11.5 11.7 13.0 as Farmville as well as Facebook also leading
the mandate for photo-video sharing sites
(more monthly users than Youtube)
37

38. Unique Users Time Spent on Facebook has marginally higher %
Facebook (March 2010) Facebook (March 2010)
of women users as compared to
Orkut
However, time Spent by Women
on Facebook is much better
Unique Users Time Spent on than Orkut indicating better
Orkut (March 2010) Orkut (March 2010)
women engagement on Facebook
March 2010
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39. Farmville is the top Facebook Application
amongst women (27%) and it also has the
highest Female engagement in terms of Time
spent ( a whopping 68%). Cafeworld, Mafia
Wars and Remember your Birthday were
some other popular applications
March 2010
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40. Housewives are very active on
Facebook in the afternoon
(between 1 and 3 pm) and in the
night (between 9 and 10 pm) while
there are overall more Housewives
on Orkut than Facebook in the
second half of the day
March 2010
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42. Female online activity on the rise
There is a definite shift in mail usage from
traditional E-Mail sites to Social
Search, E-Mail and Social Networking - Top categories for women Networking sites. E-Mail engagement is
also being replaced by newer forms of
staying connected
Its easy to find young and middle-aged
Females in 25-34 age group have second highest proportionate share of women online and they also display great
unique user and page views for top categories engagement especially on social
networking sites
Facebook definitely is attracting
disproportionate time from women who
Within Social Networking, Facebook gets highest female page views
are naturally interested in community
conversations and activity
Interactive advertising formats and
Metro women having higher proportion of page views on top categories with
localized content may be a great way to
highest being on Jobs
target online women users from metros
Great opportunity for travel – focused
Women pursuing graduation having highest share of page views on ‘Travel’,
targeting online (offers, new destinations,
while married women are higher in unique users than single women on ‘Travel’
last minute packages, reviews etc.)
Non-Metro women users having a higher share on Matrimony as compared to ‘Matrimony’ sites provide attractive
their share on total internet option to target women beyond metros
FMCG brands and product categories
Higher engagement of North Indian Women on Social Networking than other
seeking women in the North can ride on
categories
Social Networking sites
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