Professional Documents
Culture Documents
© copyright JuxtConsult
Online Social Networking
India Online 2007
Table of content
India Online 2007 ......................................................... 1
India Online 2007 Reports ............................................... 3
Methodology ............................................................... 5
Executive Summary .....................................................10
Detailed Findings:
Popularity of the Activity ..............................................21
Demographic Profile ....................................................24
Socio-Economic Profile .................................................31
Economic Profile.........................................................36
Net Usage Status.........................................................41
Net Usage Dynamics.....................................................47
Preferred Net Activities ................................................58
Most Used Websites .....................................................74
Most Used Offline Media Brands.......................................97
Offline Brands Recalled .............................................. 101
Accordingly the India Online 2007 set of reports will not only provide
you the most recent estimates on the Internet user-ship, its growth and
penetration in India but will also give you an 'insightful' understanding
of the current net usage behavior and preferences of various kinds of
online Indians.
The 'online' survey was conducted among 3 of the most popular and
generic portals in Indian with the focus on capturing the in-depth net
usage behaviors and preferences of online Indians. This survey was
conducted by JuxtConsult between April-May 2007 and over 14,200 in-
depth and usable responses were collected and analyzed for final
reporting.
There is one key difference in the study this year compared to the last
year. To make our findings more representative of the entire urban
online population and not just the Internet users who are more likely to
respond to online surveys, this year we have ‘linked’ the findings of our
online survey with the findings of our land survey. This was done by
deriving appropriate individual level ‘weights’ for Internet users from
the land survey and then applying them to the data of the online
survey.
1
Online Social Networking
In sum, what you get in India Online 2007 you are unlikely to get
elsewhere:
2
India Online 2007
X Online shopping
X Emailing
X Job search
X Matrimony
X Info search - English
X Info Search - Local language
X Online travel
X Social networking/communities
X Friendship / dating
X Online news
X Financial info/news
X Online share trading
X Cinema content
X Sports content
3
Online Social Networking
X Online music
X Online games
X Online real estate
X Mobile content download
X Astrology
X Online learning/education
4
India Online 2007
Methodology
In order to derive highly robust and authentic estimates of the current
user-ship of Internet in India, and draw out a truly representative
internet usage behavior patterns, we at JuxtConsult keep improving
and refining our research methodology for the India Online study every
year. In 2007, we have again brought in two significant improvements:
Like last year, this year again we conducted both a land survey and an
online survey separately, with the focus of the land survey being on
estimating the size of the internet using population in urban India, and
that of the online survey on capturing the net usage behavior and
preference patterns. The two surveys had some common questions on
demographic profiles and net usage behavior to help us link up the two
sets of data at the processing stage.
The use of these 'individual' level multipliers helped us make the online
survey findings 'representative' of the entire urban online population
and not just of those who are more likely to fill up an online surveys
(because of factors like convenience of access, regularity of usage,
5
Online Social Networking
The land survey undertaken this year was again a household level
survey across 10,000 households in 31 cities spread across all regions of
India. The survey was conducted and completed between mid-April to
early-May 2007. Care was taken that all relevant classes of towns with
population size of over 20,000 individuals were covered and surveyed
across each of the 4 regions of the country. Within a city, 5
geographical locations were chosen, one each in the north, south, east,
west and central parts of the city. From each location within a city an
equal number of households from the five socio-economic classes A, B,
C, D, and E were surveyed.
The cities where the land surveys were conducted and the size of the
sample data collected from each of these cities are as follows:
6
India Online 2007
X If any member of the household use the Internet 'at all' from
anywhere (home or any location outside)? And
X If any member of the household use the Internet ‘at least once a
month’ from anywhere (home or any location outside)?
On one end, the email properties of Yahoo, Rediff and Google (Gmail)
were used through online survey campaigns to target the widest
possible base on internet users in a random manner and collect
responses (as these three email portals together cover almost all email
users with a personal email id in the country). At the same time, to
cover for whatever may have got missed out in these survey campaigns
on email portals, a parallel 'contextual search' based survey ad
campaign was run using Google AdSense.
All the survey campaigns were paid for and officially run by these
portals among their users. The overall online survey campaign used a
combination of banner ads, e-mailers and contextual search ads
through these portals.
7
Online Social Networking
In this year's study, the information area coverage (in the online
questionnaire) was also enhanced and fine tuned somewhat to keep
abreast with the changing and evolving Indian online space:
Over 26,000 unduplicated and clean responses were collected from the
online survey campaign in about 31/2 weeks time. Of these, all 26,000
responses were complete on user profiles and their net usage behavior
information. Around 14,200 responses were complete in all aspects,
including various online activities undertaken and website preferences.
Thus, the responses from the three sections of the online survey have
different valid sample bases and have been reported accordingly.
All the usable responses after data cleaning were then collated,
crosschecked and processed for tabulation and analysis. While doing the
tabulation, any errors and spelling mistakes in typing of the brand
names, etc. By the respondents were carefully checked and corrected.
8
India Online 2007
The net result was the compilation of the latest, highly authentic and
representative database on the Internet habits and website preferences
of online Indians. This database was then used for making 'insightful'
analysis and conclusions as contained in the various reports of the India
Online 2007 study.
Last but not least, in this year's reports we have brought in the
presentation of the 'changes' in the usage behavior and preferences vis-
à-vis the last year. Wherever relevant, these changes have been
presented graphically along with all the current year's data charts,
graphs and tables.
9
Online Social Networking
Executive Summary
Social networking is still a ‘secondary’ level online activity. 44% of all
regular urban online Indians participate in online social networking. At
this level of usage the activity ranks 19th in terms of overall popularity
among all the online activities, qualifying only as a ‘secondary’ level
online activity. In terms of numbers, around 11 million urban Indian
netizens engage in online social networking.
Orkut dominates the India online social networking skyline. Orkut has
a strong hold over this activity with nearly 2-in-3 social networkers
(64%) preferring to use it the most for the activity. Yahoo follows as a
distant second and the only other significant player at 16%. All the
other main social networking players, Friends, Communities, Hi5,
Myspace and Tagged are yet to make any noticeably impressions in the
Indian online social networking space.
10
India Online 2007
Key Findings
Social networking is still a ‘secondary’ level online activity
Though within a short span of less than 2 years a significant 44% of all
regular urban online Indians are participating in online social
networking, at this level of usage, the activity falls short of establishing
itself among the top 10 or mainline online activities (those with usage
levels exceeding 50%). The activity ranks 19th in terms of overall
popularity among all the online activities undertaken by regular urban
online Indians.
They also come marginally more from southern India and reside more in
the metros. They have relatively more ‘technology’ functional
backgrounds and show a noticeably higher ownership of
computer/laptops (75%) than the overall net users (67%). A relatively
11
Online Social Networking
12
India Online 2007
13
Online Social Networking
0%
Other than that, the ‘depth’ of internet use of online social networkers
is also significantly richer. They use the internet for many more
activities (across personal, professional and e-commerce related
activities), download more material, participate in blogs more, and
even have more number of email accounts (3.3 email accounts on
average among social networkers, versus 3.0 among all internet users).
The activities that social networkers undertake relatively more than the
overall net users largely fall in the domain of social interactivity, online
entertainment, and info search, especially related to financial world,
real estate and news.
14
India Online 2007
At 15% usage, local language websites are also a bit more popular
among online social networkers compared to the 12% usage among all
internet users.
The languages largely preferred for local language content are Hindi
(20%), Malayalam (17%), Tamil (15%) and Telugu (15%). The key
activities desired in other languages are emailing, chatting,
entertainment, info search, online news and online learning/education.
Online social networkers also buy online noticeably more – 49% have
ever bought online compared to 43% among all internet users.
15
Online Social Networking
16
India Online 2007
17
Online Social Networking
X While the top online activities pursued for Orkut and Yahoo social
networkers are broadly similar, there are a few notable differences
especially in the case of Orkut social networkers – Orkut ones have
the highest usage of chatting, sharing pictures, checking hobby
related information, checking cinema content and looking for
seminars/workshops. Yahoo social networkers do net banking
relatively more (37%).
18
India Online 2007
X While the social networkers preferring the two websites are almost
equally heavy watchers of TV, it is the Yahoo social networkers
who are the marginally ‘heavier’ users of newspaper and radio.
X The Times of India is the most popular newspaper among both. The
Hindu is also almost equally popular among both Orkut (21%) and
Yahoo social networkers (19%).
19
Online Social Networking
Detailed Findings-
Social Networking
20
India Online 2007
Popularity of the
Activity
Table 12: Popularity of various internet activities
21
Online Social Networking
22
India Online 2007
1
ASU is an abbreviation for All Social Networking / Communities Users
23
Online Social Networking
Demographic Profile
Chart 2: Gender breakup
100%
82% 83% 83% 83%
80%
60%
40%
18% 18% 17% 17%
20%
0%
Base: 5,227
24
India Online 2007
70%
60%
60%
45%
50%
39% 39%
40% 32% 34%
30% 25%
Base: 5,227
25
Online Social Networking
60%
50% 47% 47%
43%
40% 30%
26% 29% 28%
15% 15%
20% 13% 15% 12% 12%
10% 10%
0%
Base: 5,227
26
India Online 2007
80%
60%
41% 40%
38% 38%
40% 32%
30% 31% 31%
16% 13% 17% 18%
20% 14% 13% 13% 17%
0%
Base: 5,227
27
Online Social Networking
28
India Online 2007
70%
60%
50% 44%
41% 42%
40% 40%
31%
30% 25% 21% 25% 25%
23% 23% 22%
20%
11% 10% 11%
10% 7%
0%
Base: 5,227
29
Online Social Networking
30
India Online 2007
Socio-Economic
Profile
Chart 7: Socio economic classification
40%
30% 33%
29% 29% 31%
30% 28% 27% 28%
24% 26%
23%
19%
20%
15% 13%
12% 11%
10%
10% 6%
5%
1%
0%
Base: 5,227
31
Online Social Networking
40% 41%
40% 37%
34% 32% 31%
28%
25% 25%
23%
20%
20% 16%
0%
Base: 5,227
32
India Online 2007
100%
80% 71%
64%
57%
60% 48% 53%
43%
37%
40% 29%
20%
0%
Base: 5,227
33
Online Social Networking
60% 54%
47%
43%
40% 30%
26%
20% 19%
17% 16%
20% 14% 13% 16%
7% 8.1%
2%
0%
Base: 2,928
34
India Online 2007
80%
66%
52% 60%
60%
48% 52% 48%
41%
34%
40%
20%
0%
Base: 5,227
35
Online Social Networking
Economic Profile
Chart 12: Monthly family income
70%
60%
50% 44%
38% 42%
37%
40% 36%
28% 26% 32%
30%
22%
16% 15% 16% 15%
20%
12% 11% 11%
10%
0%
Base: 4,359
36
India Online 2007
0%
Base: 5,227
37
Online Social Networking
100%
20%
0%
Base: 5,227
38
India Online 2007
39
Online Social Networking
60%
45% 44%
43%
41%
40%
0%
Base: 5,227
40
India Online 2007
60%
40%
15% 16%
20% 15% 13% 15% 15% 14%
7%
0%
Base: 5,227
41
Online Social Networking
Current Year Home Place of work (office / school / college) Cyber cafe
100%
82%
77% 79%
80% 70% 70%
66% 68% 68%
20%
0%
Base: 5,227
42
India Online 2007
60%
40%
15% 17%
14% 15%
20% 9% 8% 8% 10%
0%
Base: 3,531
43
Online Social Networking
80%
40%
19% 16%
20% 17% 8% 13% 11%
5% 6%
0%
Base: 4,131
44
India Online 2007
0%
Base: 3,531
45
Online Social Networking
31%
30% 24% 26%
23% 23%
20% 16% 17% 16%
14%
10% 11%
10% 9%
0%
Base: 4,131
46
India Online 2007
60%
40%
Base: 3,439
47
Online Social Networking
60%
40%
13% 12%
20% 9% 9%
2% 3% 2%
0.0%
0%
Base: 3,707
48
India Online 2007
80%
20% 17%
20% 17% 14%
8% 9% 8%
7%
0%
Base: 3,359
49
Online Social Networking
40%
18%
20%
10% 12% 11%
5% 3%
3% 2%
0%
Base: 3,708
50
India Online 2007
40%
29%
22% 22%
23%
20% 13%
13% 14%
12%
0%
Base: 3,612
51
Online Social Networking
60%
50%
35% 39%
40% 34% 34% 35% 34% 31% 35% 35%
31% 30%
30% 28%
20%
10%
0%
Base: 3,417
52
India Online 2007
80%
0%
Base: 3,783
53
Online Social Networking
60%
44% 46%
50%
40%
37%
40% 36% 34%
28% 27%
30% 27% 28% 27% 26%
20%
10%
0%
Base: 3,627
54
India Online 2007
80%
60%
45% 45% 43% 41% 44% 41%
41%
40% 30%
29%
20% 14% 13% 15%
0%
Base: 4,698
55
Online Social Networking
70%
60% 55%
49%
50% 47% 47%
40% 41%
40% 38%
32%
30%
20% 15% 14%
11% 12%
10%
0%
Base: 4,823
56
India Online 2007
60%
40%
27%
18% 18% 19%
20%
12%
9% 6% 10%
0%
Base: 3,330
57
Online Social Networking
Preferred Net
Activities
Table 17: Popularity of various internet activities
58
India Online 2007
100% 94%
100% 95% 93% 95%
89% 90% 87% 85%
84% 84% 84%
80%
60%
`
40%
20%
0%
Base: 5,227
59
Online Social Networking
60%
40%
20%
0%
Base: 5,227
60
India Online 2007
60%
40%
20%
0%
Base: 5,227
61
Online Social Networking
Current Year Check financial info E-greetings Check real estate info
40%
20%
0%
Base: 5,195
62
India Online 2007
61%
60% 51% 53% 49%
49% 47% 51%
40%
40%
20%
0%
Base: 5,227
63
Online Social Networking
20%
0%
Base: 4,300
64
India Online 2007
80%
63%
60% 60%
60%
50% 48%
40% 35% 34% 31% 36%
17% 16% 22% 18%
20% 12% 11%
8%
0%
Base: 5,227
65
Online Social Networking
40%
40% 33% 32%
20%
0%
Base: 5,227
66
India Online 2007
67
Online Social Networking
Table 19: Most used local language websites (other than English)
68
India Online 2007
69
Online Social Networking
Current Year Slow website opening Virus / spyware Spam / junk mails
100%
80% 70%
64% 62% 61% 63%
58% 54%
60% 57% 56% 56% 55%
52%
40%
20%
0%
Base: 5,227
70
India Online 2007
71
Online Social Networking
95% 93%
100% 93% 87%
80%
80% 71%
61%
59% 57%
60% 50% 53%
40%
40%
20%
0%
Base: 5,227
72
India Online 2007
Chart 43: Number of email accounts and average per capita email ids
50%
40%
0%
Base: 5,227
73
Online Social Networking
74
India Online 2007
75
Online Social Networking
76
India Online 2007
77
Online Social Networking
78
India Online 2007
79
Online Social Networking
80
India Online 2007
81
Online Social Networking
82
India Online 2007
83
Online Social Networking
84
India Online 2007
85
Online Social Networking
86
India Online 2007
87
Online Social Networking
88
India Online 2007
89
Online Social Networking
90
India Online 2007
91
Online Social Networking
92
India Online 2007
Table 41: Most used local language websites (other than English)
93
Online Social Networking
94
India Online 2007
95
Online Social Networking
96
India Online 2007
97
Online Social Networking
98
India Online 2007
99
Online Social Networking
100
India Online 2007
Offline Brands
Recalled
Table 49: TOM recall for brands
101
Segment Wise Detailed
Tables
102
Table 1: Gender breakup
103
Table 3: City class - by population size
104
Table 5: City wise distribution
105
Cities Orkut Yahoo MSN ASU
Raipur 0.1% 0.0% 0.0% 0.1%
Dhanbad 0.0% 0.0% 0.0% 0.1%
Solapur 0.2% 0.2% 0.0% 0.1%
Assansol 0.0% 0.0% 0.0% 0.0%
Others from North India 9% 8% 4% 9%
Others from South India 13% 16% 10% 14%
Others from East India 4% 6% 7% 5%
Others from West India 6% 6% 7% 6%
106
Table 7: Preferred language of reading
107
Table 8: Socio economic classification
108
Table 11: Function / field of occupation
109
Table 14: Most expensive vehicle owned by the household
110
Table 16: Household asset ownership
111
Table 18: Years of experience in using internet
112
Table 21: Type of internet connection at office
113
Table 23: Service provider subscribed to at office
114
Table 26: Time of the day accessing internet from home
115
Table 29: Duration of internet usage from office
116
Table 32: Duration of PC usage from home
117
Table 35: Time spent by internet users on reading newspaper
118
Table 38: Personal activities
119
Table 40: E-commerce related activities
120
Table 43: Blogging activities
121
Table 45: Membership by type of online community
122
Table 47: Online activities desired in other languages
123
Table 49: Top of mind unaided recall - all websites
124
Website Orkut Yahoo MSN ASU
Samachar 0.0% 0.2% 0.0% 0.1%
WWE 0.0% 0.0% 0.0% 0.0%
Reliance 0.0% 0.0% 0.0% 0.0%
BBC 0.0% 0.0% 0.0% 0.0%
CBSE 0.0% 0.0% 0.0% 0.0%
Download 0.0% 0.2% 0.0% 0.0%
NSEindia 0.0% 0.0% 0.0% 0.0%
Yatra 0.0% 0.0% 0.0% 0.0%
123Greetings 0.0% 0.0% 0.0% 0.0%
Amazon 0.0% 0.0% 0.0% 0.0%
Bharatmatrimony 0.0% 0.0% 0.0% 0.0%
Economictimes 0.1% 0.0% 0.0% 0.0%
Indiainfoline 0.0% 0.0% 0.0% 0.0%
Indiamart 0.0% 0.0% 0.0% 0.0%
Indianexpress 0.0% 0.0% 0.0% 0.0%
Indianrailways 0.0% 0.0% 0.0% 0.0%
Indya 0.0% 0.0% 0.0% 0.0%
Shaadi 0.0% 0.0% 0.0% 0.0%
VSNL 0.0% 0.1% 0.0% 0.0%
Rcm business 0.0% 0.0% 0.0% 0.0%
Mail2 web 0.0% 0.0% 0.0% 0.0%
Airtel 0.1% 0.0% 0.0% 0.0%
Others 8% 6% 3% 9%
125
Table 50: Most used website - all websites
126
Table 51: Preferred website for emailing
127
Table 53: No. of email accounts
128
Table 55: Preferred website for mobile content
129
Table 56: Preferred website for sports
130
Table 57: Preferred website for travel products
131
Table 58: Preferred website for matrimony
132
Table 59: Preferred website for financial news/info
133
Table 60: Preferred website for cinema
134
Table 61: Preferred website for online share/stock trading
135
Table 62: Preferred website for games
136
Table 63: Preferred website for online shopping
137
Table 64: Preferred website for online news
138
Table 65: Preferred website for friendship/dating
139
Table 66: Preferred website for music
140
Table 67: Preferred info search engine - local language
141
Table 69: Preferred info search engine - English
142
Table 71: Preferred website for astrology
143
Table 72: Preferred website for online learning/education
144
Table 73: Preferred blog sites
145
Table 74: Other language preferred for local language content
146
Table 75: Preferred website for checking local language content
147
Table 76: Most preferred TV channel
148
TV Channel Orkut Yahoo MSN ASU
Sahara One 0.2% 0.8% 0.0% 0.4%
V Channel 0.4% 0.4% 0.0% 0.4%
Zee Music 0.3% 0.4% 0.0% 0.4%
NDTV24*7 0.7% 0.0% 0.0% 0.4%
Times Now 0.3% 0.3% 2% 0.4%
Animax 0.5% 0.0% 0.0% 0.4%
Jetix 0.4% 0.3% 0.0% 0.4%
Any News Channel 0.2% 0.8% 3% 0.3%
Any Sports Channel 0.1% 0.7% 0.0% 0.3%
India TV 0.3% 0.5% 5% 0.3%
SS Music 0.4% 0.2% 0.0% 0.3%
Zee News 0.2% 1% 0.3% 0.3%
Udaya TV 0.0% 0.6% 0.0% 0.3%
Aawaz 0.5% 0.0% 0.0% 0.3%
ETC 0.5% 0.0% 0.0% 0.3%
Headlines Today 0.5% 0.0% 0.0% 0.3%
Ibnlive 0.3% 0.0% 0.0% 0.3%
Dd News 0.1% 0.6% 0.0% 0.2%
Maa TV 0.2% 0.0% 0.0% 0.2%
Zee Marathi 0.1% 0.4% 0.0% 0.2%
Any Movie Channel 0.2% 0.0% 0.0% 0.2%
Star Gold 0.2% 0.1% 0.0% 0.1%
MH1 0.1% 0.3% 0.0% 0.1%
B4U 0.0% 0.2% 0.0% 0.1%
Etv Marathi 0.2% 0.0% 0.0% 0.1%
Jaya TV 0.1% 0.1% 0.0% 0.1%
Star Anand 0.0% 0.9% 0.0% 0.1%
Teja TV 0.1% 0.0% 0.0% 0.1%
Zee Café 0.1% 0.0% 0.0% 0.1%
Star Utsav 0.1% 0.0% 0.0% 0.1%
India Vision 0.2% 0.0% 0.0% 0.1%
Hall Mark 0.1% 0.0% 0.0% 0.1%
Kiran TV 0.0% 0.0% 0.0% 0.1%
Raj TV 0.2% 0.0% 0.0% 0.1%
Sahara TV 0.0% 0.5% 0.0% 0.1%
Set Pix 0.1% 0.0% 0.0% 0.1%
Alfa Marathi 0.0% 0.0% 0.0% 0.0%
Etv Bangla 0.0% 0.0% 0.0% 0.0%
God 0.0% 0.0% 0.0% 0.0%
Zee Business 0.1% 0.1% 0.0% 0.0%
Hungama TV 0.1% 0.0% 0.0% 0.0%
Local 0.0% 0.0% 0.0% 0.0%
Aditya 0.0% 0.0% 0.0% 0.0%
Astha 0.0% 0.0% 0.0% 0.0%
K TV 0.0% 0.0% 0.0% 0.0%
Sanskar 0.1% 0.0% 0.0% 0.0%
Zee English 0.0% 0.0% 0.0% 0.0%
149
TV Channel Orkut Yahoo MSN ASU
Zee Studio 0.0% 0.0% 0.0% 0.0%
All Telugu 0.0% 0.0% 0.0% 0.0%
Nick 0.0% 0.0% 0.0% 0.0%
Sahara Samay 0.0% 0.0% 0.0% 0.0%
Smile TV 0.0% 0.0% 0.0% 0.0%
Zee Bangla 0.0% 0.0% 0.0% 0.0%
Akasha Bangla 0.0% 0.0% 0.0% 0.0%
Peace TV 0.0% 0.0% 0.0% 0.0%
Zee Primier 0.0% 0.0% 0.0% 0.0%
Win Cable 0.0% 0.0% 0.0% 0.0%
Others 1% 0.2% 0.4% 1%
150
Table 77: Most preferred newspaper
151
Newspaper Orkut Yahoo MSN ASU
Mumbai Samachar 0.1% 0.0% 0.0% 0.1%
Prabhat Khabar 0.1% 0.2% 0.0% 0.1%
Vartha 0.1% 0.1% 0.0% 0.1%
Udayavani 0.1% 0.0% 0.0% 0.1%
Pratidin (Local) 0.0% 0.9% 0.0% 0.1%
Bangalore Times 0.1% 0.0% 0.0% 0.1%
Asian Age 0.0% 0.0% 0.0% 0.1%
Janshakti 0.1% 0.1% 0.0% 0.1%
Aaj Kal 0.1% 0.0% 0.0% 0.1%
Mint 0.0% 0.0% 0.0% 0.1%
Andhra Jyoti 0.0% 0.3% 0.0% 0.0%
Saamna 0.0% 0.1% 0.0% 0.0%
Sambad 0.0% 0.0% 0.0% 0.0%
Kannada praba 0.0% 0.0% 0.0% 0.0%
Employment News 0.0% 0.0% 0.0% 0.0%
Financial Express 0.0% 0.0% 0.0% 0.0%
Free Press Journal 0.0% 0.0% 0.0% 0.0%
Jansatta 0.0% 0.0% 0.0% 0.0%
Madhyamum 0.0% 0.0% 0.0% 0.0%
Pudhari 0.0% 0.0% 0.0% 0.0%
Rashtriya Sahara 0.0% 0.0% 0.0% 0.0%
Sanmarg 0.0% 0.0% 0.0% 0.0%
Siasat 0.0% 0.1% 0.0% 0.0%
The Pioneer 0.0% 0.0% 0.0% 0.0%
Vartaman 0.0% 0.0% 0.0% 0.0%
Tarun Bharat (Marathi) 0.0% 0.0% 0.0% 0.0%
india Today 0.0% 0.0% 0.0% 0.0%
Inquilab 0.0% 0.0% 0.0% 0.0%
Greater Kashmir 0.0% 0.1% 0.0% 0.0%
Sambad 0.0% 0.0% 0.0% 0.0%
Others 0.8% 2% 1% 0.8%
152
Table 78: Most preferred magazine
153
Magazine Orkut Yahoo MSN ASU
Debonair 0.3% 0.0% 0.0% 0.3%
Maxim 0.5% 0.0% 0.0% 0.3%
Animation Reporter 0.4% 0.0% 0.0% 0.3%
Meri Saheli 0.2% 0.4% 0.0% 0.2%
Good House Keeping 0.1% 0.0% 0.0% 0.2%
Inside Outside 0.2% 0.0% 0.0% 0.2%
Safari 0.3% 0.1% 0.0% 0.2%
Chronicle 0.0% 0.4% 0.0% 0.2%
Junior Vikatan 0.2% 0.2% 0.0% 0.2%
Linux For You 0.3% 0.0% 0.0% 0.2%
Manorama 0.2% 0.0% 0.0% 0.2%
Sarita 0.2% 0.6% 0.0% 0.2%
The Economist 0.2% 0.0% 0.0% 0.2%
Graphiti 0.2% 0.1% 0.0% 0.2%
Society 0.2% 0.0% 0.0% 0.2%
Bikes 0.2% 0.0% 0.0% 0.2%
Sananda 0.0% 0.5% 0.0% 0.1%
Sudha 0.1% 0.0% 0.0% 0.1%
Aha Zindagi 0.1% 0.1% 0.0% 0.1%
Aval Vikatan 0.0% 0.1% 0.0% 0.1%
Capital Market 0.0% 0.0% 0.0% 0.1%
Cineblitz 0.1% 0.2% 0.0% 0.1%
Desh 0.1% 0.1% 0.0% 0.1%
Auto India 0.1% 0.2% 0.4% 0.1%
Buzz 0.1% 0.0% 0.0% 0.1%
Champak 0.0% 0.4% 3% 0.1%
Deccan Chronicle 0.2% 0.0% 0.0% 0.1%
Elle 0.1% 0.0% 0.0% 0.1%
Lokprabha 0.0% 0.3% 0.0% 0.1%
Savvy 0.0% 0.0% 0.0% 0.1%
Top Gear 0.1% 0.0% 0.0% 0.1%
Saptahik Bartaman 0.1% 0.0% 0.0% 0.1%
Money life 0.1% 0.2% 0.0% 0.1%
Andra Jyoti 0.1% 0.0% 0.0% 0.1%
Business Standard 0.0% 0.4% 0.0% 0.1%
Anandalok 0.1% 0.0% 0.0% 0.1%
Developer IQ 0.0% 0.0% 0.0% 0.1%
Auto World 0.1% 0.0% 0.0% 0.1%
Abhiyan 0.0% 0.2% 0.0% 0.0%
Taranga 0.0% 0.0% 0.0% 0.0%
Better Photography 0.0% 0.0% 0.0% 0.0%
Frontline 0.1% 0.0% 0.0% 0.0%
Saptahik Sakal 0.0% 0.0% 0.0% 0.0%
Saras Salil 0.0% 0.2% 0.0% 0.0%
Living Digital 0.0% 0.0% 0.0% 0.0%
Nirogadhaam 0.0% 0.0% 0.8% 0.0%
Chandamama 0.0% 0.0% 0.0% 0.0%
Automobiles 0.0% 0.0% 0.0% 0.0%
154
Magazine Orkut Yahoo MSN ASU
Business Times 0.0% 0.0% 0.0% 0.0%
Grihlakshmi 0.0% 0.0% 0.0% 0.0%
Kadambini 0.0% 0.0% 0.0% 0.0%
Mathrubhumi 0.0% 0.0% 0.0% 0.0%
Outlook Traveller 0.0% 0.0% 0.0% 0.0%
Pratiyogita Darpan 0.0% 0.0% 0.0% 0.0%
Saheli 0.0% 0.0% 0.0% 0.0%
Sakhi 0.0% 0.0% 0.0% 0.0%
Mans World 0.0% 0.0% 0.0% 0.0%
Kurukshetra 0.0% 0.0% 0.0% 0.0%
Economical Times 0.0% 0.0% 0.0% 0.0%
Others 6% 10% 0.8% 8%
155
Table 80: Top of mind recall for brands
156
TOM Brand Orkut Yahoo MSN ASU
Dell 0.5% 0.0% 2% 0.4%
Hutch 0.6% 0.4% 0.0% 0.4%
Ray Ban 0.4% 0.0% 1% 0.4%
BPL 0.2% 0.4% 2% 0.3%
Britannia 0.1% 0.8% 0.0% 0.3%
Mercedes 0.4% 0.2% 0.0% 0.3%
BSNL 0.3% 0.6% 0.0% 0.3%
Dabur 0.2% 0.2% 0.0% 0.3%
Parle 0.2% 0.4% 0.0% 0.3%
Whirlpool 0.2% 0.6% 0.0% 0.3%
ITC 0.4% 0.1% 0.0% 0.3%
BMW 0.3% 0.4% 1% 0.3%
Canon 0.3% 0.1% 0.0% 0.3%
Pepe 0.3% 0.1% 0.0% 0.3%
Provogue 0.4% 0.0% 0.0% 0.3%
Revlon 0.4% 0.0% 0.0% 0.3%
Yahoo 0.4% 0.1% 0.0% 0.3%
Bata 0.1% 0.2% 0.0% 0.2%
ICICI 0.2% 0.2% 0.0% 0.2%
Amway 0.2% 0.2% 0.0% 0.2%
Garnier 0.3% 0.1% 0.0% 0.2%
Johnson & Johnson 0.1% 0.1% 0.0% 0.2%
Kingfisher 0.1% 0.1% 2% 0.2%
Lenovo 0.2% 0.3% 0.0% 0.2%
Pantaloon 0.1% 0.3% 0.0% 0.2%
Ponds 0.2% 0.4% 0.0% 0.2%
Brooke Bond 0.3% 0.2% 0.0% 0.2%
Infosys 0.2% 0.0% 0.0% 0.2%
John Players 0.2% 0.5% 0.0% 0.2%
Lifebuoy 0.1% 0.4% 1% 0.2%
Pepsodent 0.1% 0.2% 0.0% 0.2%
Spykar 0.3% 0.4% 0.0% 0.2%
Thums Up 0.2% 0.4% 0.0% 0.2%
Woodland 0.1% 0.1% 0.0% 0.2%
Allen Solly 0.2% 0.1% 0.0% 0.2%
Fair & Lovely 0.2% 0.1% 0.0% 0.2%
Ford 0.1% 0.2% 2% 0.2%
Hamam 0.0% 1% 0.0% 0.2%
Honda City 0.1% 0.2% 0.0% 0.2%
Koutons 0.3% 0.0% 0.0% 0.2%
Louis Phillip 0.3% 0.0% 0.0% 0.2%
Mcdonald 0.2% 0.1% 0.9% 0.2%
Rediff 0.2% 0.2% 0.0% 0.2%
Times of India 0.2% 0.4% 0.0% 0.2%
Close Up 0.1% 0.3% 0.5% 0.1%
Denim 0.0% 0.2% 0.0% 0.1%
Horlicks 0.1% 0.0% 0.0% 0.1%
ISI 0.1% 0.0% 0.0% 0.1%
157
TOM Brand Orkut Yahoo MSN ASU
Killer 0.1% 0.2% 0.0% 0.1%
L`Oreal 0.2% 0.1% 0.0% 0.1%
Lux 0.0% 0.2% 0.0% 0.1%
Suzuki 0.2% 0.1% 0.0% 0.1%
TVS 0.0% 0.0% 0.0% 0.1%
Wills 0.2% 0.1% 0.0% 0.1%
Dettol 0.1% 0.0% 1% 0.1%
Ferrari 0.1% 0.1% 0.0% 0.1%
Fevicol 0.0% 0.2% 1% 0.1%
Gillette 0.1% 0.0% 0.0% 0.1%
Gucci 0.1% 0.1% 0.0% 0.1%
IFB 0.1% 0.0% 0.0% 0.1%
Kodak 0.2% 0.0% 0.0% 0.1%
LIC 0.1% 0.0% 0.0% 0.1%
Maggi 0.1% 0.0% 0.0% 0.1%
MRF 0.2% 0.0% 0.0% 0.1%
Nescafe 0.1% 0.2% 0.0% 0.1%
Nirma 0.1% 0.1% 0.0% 0.1%
P&G 0.0% 0.0% 0.0% 0.1%
Panasonic 0.1% 0.0% 0.0% 0.1%
Park Avenue 0.1% 0.1% 0.0% 0.1%
Santro 0.0% 0.0% 0.0% 0.1%
Sify 0.1% 0.0% 0.0% 0.1%
Versace 0.1% 0.1% 0.0% 0.1%
VIP 0.1% 0.0% 0.0% 0.1%
Zodiac 0.1% 0.0% 0.0% 0.1%
Idea 0.1% 0.0% 0.0% 0.1%
Lays 0.1% 0.1% 0.0% 0.1%
Ranbaxy 0.1% 0.0% 0.0% 0.1%
Sahara 0.1% 0.1% 0.0% 0.1%
TCS 0.0% 0.0% 0.0% 0.1%
Chevrolet 0.1% 0.0% 0.0% 0.1%
NIIT 0.1% 0.0% 0.0% 0.1%
Red Label 0.1% 0.0% 0.0% 0.1%
Reid & Taylor 0.1% 0.0% 0.0% 0.1%
Tanishq 0.1% 0.0% 0.0% 0.1%
Voltas 0.1% 0.2% 0.0% 0.1%
Arrow 0.0% 0.2% 0.0% 0.0%
Gold Flake 0.1% 0.0% 0.0% 0.0%
Mahindra & Mahindra 0.1% 0.0% 0.0% 0.0%
Parker 0.0% 0.1% 0.0% 0.0%
Rin 0.0% 0.0% 0.0% 0.0%
Rolex 0.0% 0.0% 0.0% 0.0%
Skoda 0.0% 0.0% 0.0% 0.0%
Taj 0.0% 0.0% 0.0% 0.0%
Tata Indicom 0.0% 0.1% 0.0% 0.0%
Tata Tea 0.0% 0.0% 0.0% 0.0%
Van Huesen 0.0% 0.0% 0.0% 0.0%
158
TOM Brand Orkut Yahoo MSN ASU
Acer 0.0% 0.0% 0.0% 0.0%
Axe 0.1% 0.0% 0.0% 0.0%
L&T 0.0% 0.0% 0.0% 0.0%
Sansui 0.0% 0.2% 0.0% 0.0%
Armani 0.0% 0.1% 0.0% 0.0%
Citi Bank 0.0% 0.1% 0.0% 0.0%
GE 0.0% 0.0% 0.0% 0.0%
HDFC 0.0% 0.0% 0.0% 0.0%
Mark & Spencer 0.0% 0.0% 0.0% 0.0%
Pears 0.0% 0.0% 0.0% 0.0%
SBI 0.0% 0.0% 0.0% 0.0%
Scorpio 0.0% 0.0% 0.0% 0.0%
Siemens 0.1% 0.0% 0.0% 0.0%
Tata Indica 0.0% 0.1% 0.0% 0.0%
Tata Motors 0.0% 0.0% 0.0% 0.0%
VSNL 0.0% 0.0% 0.0% 0.0%
Glaxo 0.0% 0.0% 0.0% 0.0%
HSBC 0.0% 0.0% 0.0% 0.0%
MTNL 0.0% 0.0% 0.0% 0.0%
Satyam 0.0% 0.0% 0.0% 0.0%
Liberty 0.0% 0.0% 0.0% 0.0%
Others 10% 14% 8% 11%
159
Appendix
160
Table 81: City type classification by market size
REGIONS
North South East West
Delhi Bangalore Kolkata Ahmadabad
Metros Chennai Mumbai
Coimbatore Pune
Hyderabad Surat
Lucknow Nagpur
Uptowns
Ludhiana Vadodara
Patna
2
Above segmentation of Indian cities are basis their market size and not by the
population size. Market size of a city is calculated basis the total annual
household consumption expenditure of all household in that city/district. Total
household consumption includes all possible household goods and services that
a household usually spends on. For more details refer to ‘Market Skyline of
India 2006’ Reports published by Indicus Analytics.
161
Table 82: City type by population size vs. market size
POPULATION SIZE
Upto 1 Lakh 1-5 Lakhs 5-10 lakhs Above 10 Lakhs
Coimbatore Ahmadabad
Bangalore
Chennai
Metros Delhi & NCR
Hyderabad &
Secunderabad
Kolkata
Mumbai & Suburbs
Pune
Surat
Faridabad Assansol Indore Bhopal
Kochi Jaipur
Madurai Kanpur
Urban
Vadodara Lucknow
Uptowns Ludhiana
Nagpur
MARKET SIZE 3
Patna
Goa Amritsar Nashik
Aurangabad
Chandigarh
Dhanbad
Guwahati
Emerging
Jabalpur
Towns
Rajkot
Thiruvanathapuram
Tiruchirapalli
Vijayavada
Visakhapatanam
Others from North India Mangalore Allahabad Agra
Others from South India Dehradun Bhubaneswar Meerut
Others from East India Others from North India Cuttack Varanasi
Others Others from West India Others from South India Jodhpur
Others from East India Raipur
Others from West India Ranchi
Solapur
3
Above segmentation of Indian cities are basis their market size and not by the
population size. Market size of a city is calculated basis the total annual
household consumption expenditure of all household in that city/district. Total
household consumption includes all possible household goods and services that
a household usually spends on. For more details refer to ‘Market Skyline of
India 2006’ Reports published by Indicus Analytics.
162
Table 83: Socio economic classification (SEC) grid
Businessmen/
industrialists – with C B B B A A A
1 to 9 employee
Businessmen/
industrialists – with B B A A A A A
10+ employee
Self-employed
D D D B B A A
professionals
Clerical/ salesmen D D D C B B B
Supervisor level D D C C B B A
Officers/
C C C B B A A
executives (junior)
Officers/
executives B B B B A A A
(middle/ senior)
4
Chief Wage Earner is the head of the household who contributes maximum to the
monthly household income. It is assumed in Indian marketing and media space that the
life style of a household is largely determined by the combination of head of household’s
highest level of education and current occupation.
163
Index: Charts
Chart 1: Problems faced while surfing the Internet................................. 14
Chart 2: Gender breakup ................................................................ 24
Chart 3: Age group distribution ........................................................ 25
Chart 4: City class - by population size ............................................... 26
Chart 5: City class - by market size.................................................... 27
Chart 6: Region-wise break-ups ........................................................ 29
Chart 7: Socio economic classification ................................................ 31
Chart 8: Highest educational qualification ........................................... 32
Chart 9: Occupational break up ........................................................ 33
Chart 10: Function / field of occupation ............................................. 34
Chart 11: Head of the household....................................................... 35
Chart 12: Monthly family income ...................................................... 36
Chart 13: Most expensive vehicle owned by the household........................ 37
Chart 14: Ownership of credit cards (individually).................................. 38
Chart 15: Current loan liabilities....................................................... 40
Chart 16: Years of experience in using internet ..................................... 41
Chart 17: Place of accessing internet ................................................. 42
Chart 18: Type of internet connection at home ..................................... 43
Chart 19: Type of internet connection at office..................................... 44
Chart 20: Service provider subscribed to at home .................................. 45
Chart 21: Service provider subscribed to at office .................................. 46
Chart 22: Frequency of accessing internet from home ............................. 47
Chart 23: Frequency of accessing internet from office............................. 48
Chart 24: Time of the day accessing internet from home ......................... 49
Chart 25: Time of the day accessing internet from office ......................... 50
Chart 26: Duration of PC usage from home........................................... 51
Chart 27: Duration of internet usage from home.................................... 52
Chart 28: Duration of PC usage from office .......................................... 53
Chart 29: Duration of internet usage from office ................................... 54
Chart 30: Time spent by internet users on watching TV ........................... 55
Chart 31: Time spent by internet users on reading newspaper ................... 56
Chart 32: Time spent by internet users on listening to radio ..................... 57
Chart 33: Professional activities ....................................................... 59
Chart 34: Personal activities............................................................ 60
Chart 35: Downloading activities....................................................... 61
Chart 36: E-commerce related activities ............................................. 62
Chart 37: Online shopping............................................................... 63
Chart 38: Response to online marketing stimulus ................................... 64
Chart 39: Blogging activities ............................................................ 65
Chart 40: Member of an online community........................................... 66
Chart 41: Problems faced while surfing the internet ............................... 70
Chart 42: Multiple user shares of email websites ................................... 72
Chart 43: Number of email accounts and average per capita email ids ......... 73
164
Index: Tables
Table 1: Detailed sample base distribution of the land survey ..................... 6
Table 2: Popularity of various internet activities ................................... 11
Table 3: Key demographic and socio-economic profile of online social
networkers................................................................................. 12
Table 4: Ownership of key household and financial assets among online social
networkers................................................................................. 12
Table 5: Key net usage behavior of online social networkers ..................... 13
Table 6: Popular online activities online social networkers undertake relatively
more ........................................................................................ 15
Table 7: Response to online marketing stimuli and online buying behavior .... 15
Table 8: Preferred website for online social networking........................... 16
Table 9: Comparative evaluation of the Top 2 social networking sites on
selected demographic attributes....................................................... 17
Table 10: Comparative evaluation of the Top 2 social networking sites on
selected net usage behavior attributes ............................................... 18
Table 11: Response to online marketing stimuli..................................... 18
Table 12: Popularity of various internet activities .................................. 21
Table 13: Preferred website for social networking/communities ................ 23
Table 14: Top 10 cities .................................................................. 28
Table 15: Preferred language of reading ............................................. 30
Table 16: Household asset ownership ................................................. 39
Table 17: Popularity of various internet activities .................................. 58
Table 18: Membership by type of online community ............................... 67
Table 19: Most used local language websites (other than English) ............... 68
Table 20: Online activities desired in other languages ............................. 69
Table 21: Preferred websites - emailing .............................................. 71
Table 22: Top of mind unaided recall - all websites ................................ 74
Table 23: Most used website - all websites........................................... 75
Table 24: Info search (English) ......................................................... 76
Table 25: Info search (local language) ................................................ 77
Table 26: Job search ..................................................................... 78
Table 27: Booking travel tickets ....................................................... 79
Table 28: Online shopping (other than travel tickets).............................. 80
Table 29: Online news ................................................................... 81
Table 30: Financial news & info (rates, quotes, etc.) .............................. 82
Table 31: Online share trading ......................................................... 83
Table 32: Real estate info............................................................... 84
Table 33: Matrimonial search........................................................... 85
Table 34: Dating/friendship search.................................................... 86
Table 35: Online gaming................................................................. 87
Table 36: Download mobile content................................................... 88
Table 37: Preferred instant messaging applications ................................ 89
Table 38: Download music .............................................................. 90
Table 39: Sports content ................................................................ 91
Table 40: Cinema content............................................................... 92
Table 41: Most used local language websites (other than English) ............... 93
Table 42: Preferred blog sites .......................................................... 94
Table 43: Preferred astrology website ................................................ 95
Table 44: Preferred online learning / education website.......................... 96
Table 45: Favorite TV channels ........................................................ 97
Table 46: Favorite newspapers ......................................................... 98
Table 47: Favorite magazines .......................................................... 99
Table 48: Favorite radio channels .................................................... 100
Table 49: TOM recall for brands....................................................... 101
165
Index: Segment wise
Detailed Tables
Table 1: Gender breakup ............................................................... 103
Table 2: Age group distribution ....................................................... 103
Table 3: City class - by population size .............................................. 104
Table 4: City class - by market size .................................................. 104
Table 5: City wise distribution ........................................................ 105
Table 6: Region-wise break-ups ....................................................... 106
Table 7: Preferred language of reading .............................................. 107
Table 8: Socio economic classification ............................................... 108
Table 9: Highest educational qualification .......................................... 108
Table 10: Occupational break up ..................................................... 108
Table 11: Function / field of occupation ............................................ 109
Table 12: Head of the household ..................................................... 109
Table 13: Monthly family income ..................................................... 109
Table 14: Most expensive vehicle owned by the household ...................... 110
Table 15: Ownership of credit cards (individually)................................. 110
Table 16: Household asset ownership ................................................ 111
Table 17: Current loan liabilities...................................................... 111
Table 18: Years of experience in using internet.................................... 112
Table 19: Place of accessing internet ................................................ 112
Table 20: Type of internet connection at home .................................... 112
Table 21: Type of internet connection at office ................................... 113
Table 22: Service provider subscribed to at home ................................. 113
Table 23: Service provider subscribed to at office................................. 114
Table 24: Frequency of accessing internet from home ............................ 114
Table 25: Frequency of accessing internet from office ........................... 114
Table 26: Time of the day accessing internet from home ........................ 115
Table 27: Time of the day accessing internet from office ........................ 115
Table 28: Duration of internet usage from home................................... 115
Table 29: Duration of internet usage from office .................................. 116
Table 30: Duration of internet usage during weekdays............................ 116
Table 31: Duration of internet usage during weekends ........................... 116
Table 32: Duration of PC usage from home ......................................... 117
Table 33: Duration of PC usage from office ......................................... 117
Table 34: Time spent by internet users on watching TV .......................... 117
Table 35: Time spent by internet users on reading newspaper .................. 118
Table 36: Time spent by internet users on listening to radio .................... 118
Table 37: Professional activities ...................................................... 118
Table 38: Personal activities........................................................... 119
Table 39: Downloading activities ..................................................... 119
Table 40: E-commerce related activities ............................................ 120
Table 41: Online shopping.............................................................. 120
Table 42: Response to online marketing stimulus .................................. 120
Table 43: Blogging activities ........................................................... 121
Table 44: Member of an online community ......................................... 121
Table 45: Membership by type of online community .............................. 122
Table 46: Usage of other language websites ........................................ 122
Table 47: Online activities desired in other languages ............................ 123
Table 48: Problems faced while surfing the internet .............................. 123
Table 49: Top of mind unaided recall - all websites ............................... 124
Table 50: Most used website - all websites.......................................... 126
Table 51: Preferred website for emailing ........................................... 127
Table 52: Multiple user shares of email websites .................................. 127
Table 53: No. of email accounts ...................................................... 128
Table 54: Preferred website for job search ......................................... 128
Table 55: Preferred website for mobile content ................................... 129
Table 56: Preferred website for sports .............................................. 130
166
Table 57: Preferred website for travel products ................................... 131
Table 58: Preferred website for matrimony......................................... 132
Table 59: Preferred website for financial news/info .............................. 133
Table 60: Preferred website for cinema ............................................. 134
Table 61: Preferred website for online share/stock trading...................... 135
Table 62: Preferred website for games .............................................. 136
Table 63: Preferred website for online shopping................................... 137
Table 64: Preferred website for online news ....................................... 138
Table 65: Preferred website for friendship/dating ................................ 139
Table 66: Preferred website for music ............................................... 140
Table 67: Preferred info search engine - local language .......................... 141
Table 68: Preferred website for real estate......................................... 141
Table 69: Preferred info search engine - English ................................... 142
Table 70: Preferred website for instant messaging ................................ 142
Table 71: Preferred website for astrology........................................... 143
Table 72: Preferred website for online learning/education ...................... 144
Table 73: Preferred blog sites ......................................................... 145
Table 74: Other language preferred for local language content................. 146
Table 75: Preferred website for checking local language content .............. 147
Table 76: Most preferred TV channel................................................. 148
Table 77: Most preferred newspaper ................................................. 151
Table 78: Most preferred magazine................................................... 153
Table 79: Most preferred radio channel ............................................. 155
Table 80: Top of mind recall for brands ............................................. 156
Table 81: City type classification by market size .................................. 161
Table 82: City type by population size vs. market size............................ 162
Table 83: Socio economic classification (SEC) grid................................. 163
167
168
169