India Online 2008

Online Indians and their Net Usage Behavior and Preferences

 Study Overview
• Most recent estimates of Internet user-ship in urban and rural India

• Insightful understanding of net usage behavior and preferences of regular

online Indians

• Understanding online Indians as ‘consumers’ and not just faceless net users

• Comparative profile of users of top 5 websites for 26 online verticals

• ‘Changes’ vis-à-vis last year reported for most of the information

 Methodology
¾ A ‘land survey’ conducted in March 2008 to estimate and profile the internet users

¾ The survey sampled over 12,500 households in 40 cities of all population sizes, and over
4,000 households in 160 villages across the country, covering all socio-economic strata

¾ The internet usage dynamics, behavior and website preferences were captured through
a large scale ‘online survey’ with over 15,000 internet users in April 2008

¾ The online survey was conducted using Google (keyword) Search Ads and JuxtConsult’s
own Internet User Panel (www.getcounted.net)

¾ The online survey data made ‘representative’ of the entire online population (urban
and rural), by using appropriate demographic ‘weights’ derived from the land survey
and using authentic Govt. of India population statistics
Topline Findings
A year of ‘healthy’ growth…
¾ All internet users at 49 million – 40 million urban, 9 million rural

¾ 33% growth in all urban users over last year

¾ 35 million ‘regular’ users – 30 million urban, 5 million rural

¾ 19% growth in regular urban users over last year

¾ 25 million ‘daily’ users

* ‘Regular’ internet users = internet users who use the internet ‘at least once a month’
Represents ‘mass’ as much as ‘class’!
• 19 – 35 years ¾ 77%

• SEC ‘A’, ‘B’, ‘C’ ¾ 70%

• Salaried employee in corporates ¾ 51%

• Live in the metros ¾ 30%

• Own an automobile ¾ 63%

• Prefer to read in English ¾ 28%

Represents ‘mass’ as much as ‘class’!
Household Assets % Internet Users Owning

Color TV 90%
Mobile Phone 87%
Bank Account 84%
Computer/Laptop 72%
Fridge 68%
Life Insurance 53%
2-Wheeler 46%
Credit Card 31%
Air Conditioner 19%
4-Wheeler 17%
Invested in Shares 11%
Net is the dominant medium in their daily lives!

¾ Home is the ‘most preferred place of access’ with 41% of them

¾ 9 out of 10 regular users from home (and office) log on to the net
daily

¾ More of them spend 2 hours or more daily on internet from home

than on other mediums
– Internet 36% on weekdays
– TV 14%
– Newspaper 2%
– Radio 10%

¾ 81% ‘interact’ on the medium (chat, network, interact on communities, blog)

Now a part of their living rooms…
Top 10 Online Activities % Undertaking

Emailing 91%
Job search 72%
Instant messaging / chatting 70%
Check news 63%
Check sports 57%
Download music / movies 54%
Check cricket score 50%
Dating/Friendship 50%
Matrimonial search 49%
English info search engine 49%

¾ On an average a net user undertakes over 15 activities online

¾ 7 out of the top 10 online activities fall in the ‘personal life’ domain
¾ Users of ‘other language’ websites up at 34%
1 in 3 online shopper ‘buys’ online!
¾ 80% of all regular online Indians ‘shop’ online (search or buy)

¾ 23% have bought online in last 6 months - 8 million active online

buyers

¾ 92% of all online buyers have bought a travel product online, 51%
have bought a non-travel product online

¾ 80% of travel buyers have bought train tickets, 52% air tickets

¾ Books, Clothes and CD/DVDs are the most bought non-travel

products online (Mobiles and Computer Products most searched)
Google leads in both ‘mind’ share and ‘user’ share!

Website % Recall Top of Mind % Use it the Most

Google 36.6% 28.4%

Yahoo 31.5% 27.6%
Rediff 7.4% 8.6%
Orkut 5.6% 8.1%
Gmail 5.5% 8.6%
Indiatimes 1.7% 1.2%
Hotmail 1.1% 1.0%
Moneycontrol 0.8% 0.8%
Naukri 0.7% 0.4%
Sify 0.6% 0.7%
 Most Used Website for Specific Activities
Vertical Top Website % Use Vertical Top Website % Use
Most Most

Emailing Yahoo 51% Matrimony Bharatmatrimony 36%

Instant Messaging Yahoo 53% Friendship/Dating Orkut 54%
Job Search Naukri 42% Share Pictures Orkut 38%
Online News Yahoo 16% Social Networking Orkut 66%
Info Search – English Google 81% Professional Networking Orkut 44%
Info Search – Local language Google 65% Video Sharing Youtube 43%
Online Travel Yatra 18% Sports Cricinfo 19%
Games Zapak 32% Astrology Yahoo 25%
Online Shopping (non-travel) Ebay 33% Cinema Yahoo 14%
Real Estate Google 23% Music Raaga 17%
Financial News/Info Moneycontrol 18% Online learning/education Google 32%
Online Share Trading ICICIdirect 31% Buy/rent movie CD Rediff 19%
Net Telephony Yahoo 25% Mobile Content Yahoo 12%
Report Details
 Information Area Covered
¾ Demographic and socio-economic profile of online Indians
9 Gender, age, city, city type, region
9 Educational qualification, current occupation, industry of occupation, preferred language of reading, status in
the household
9 SEC, monthly household income, most expensive vehicle owned
9 Household and financial asset ownership – home, land, TV, fridge, washing machine, AC, microwave, music
system, DVD player, Ipod, camera, video recorder, tube well/pump, landline phone, mobile phone, computer,
cable TV connection, bank account, demat account, fixed deposits, chit fund deposits, life insurance, medical
insurance, debit card, credit card, mutual fund, shares, etc
9 Currently running loan liabilities if any

¾ Net usage status and dynamics

9 Years of experience in using the net
9 Place of access (home, place of work, cyber café, transit, choupal/gram panchayat)
9 Net usage details by place - type of connection, ISP subscribed to, frequency of usage, duration of usage,
usage by day parts
9 Daily time spent on net vis-à-vis on computer usage, watching TV, reading newspaper and listening to radio
 Information Area Covered
¾ Online activities undertaken and most used websites
9 Popular online activities and their usage penetrations
9 Most top of mind recalled websites at overall level vis-à-vis most used websites at the overall level
9 Most used websites for 26 popular online activities:

9 Emailing 9 Instant Messaging/Chatting

9 Info Search (English) 9 Info Search (Local Language)
9 Job Search 9 Astrology
9 Travel Booking 9 Online Shopping (other than travel products)
9 News 9 Financial Info (rates, quotes, etc.)
9 Online Share Trading 9 Real Estate Info
9 Matrimonial Search 9 Dating/Friendship
9 Social Networking/Communities 9 Sharing Pictures
9 Sharing Videos 9 Net Telephony
9 Professional Networking 9 Online education/learning
9 Gaming 9 Listen/buy Music
9 Sports 9 Cinema Content
9 Buy/Rent Movies 9 Downloading Mobile Content
 Information Area Covered
¾ Online shopping behavior
9 Penetration of online shoppers (search) and buyers (search and buy)
9 Travel products bought and searched in last 6 months, search-to-buy ratios, frequency of buying and average
monthly spends for work and personal use
9 All other non-travel products bought and searched in last 6 months, search-to-buy ratios, frequency of buying and
average monthly spends for work and personal use
9 Modes of online payment used
9 Motivations of buying online and problems faced while buying online
9 Reasons for not buying online (for those who search only)

¾ Online marketing stimulus responded to (banner ads, search ads, virals, online contest, e-mailers, newsletters)
¾ Internet usage in local Indian languages
9 Popular languages of internet usage, most used websites by each of these languages
¾ Blogging & online community membership
9 Proportion of internet users reading, commenting and owning blogs
9 Frequency of reading blogs, most read blog sites
9 Memberships by popular online community types
¾ Main problems faced while surfing the Internet
 List Of Reports
1. Overall Report Category Supplementary Reports: (profiling users of top 5 websites)

User Segment Supplementary Reports: 20. Online Shopping

21. Emailing
22. Instant Messaging / Chatting
2. Women on the net
23. Job Search
3. Youth on the net (teenagers and young adults) 24. Matrimony
4. Urban versus Rural net users 25. Info Search – English
5. Net users by their socio-economic (SEC) profile 26. Travel Booking
6. Students on the net 27. Social Networking
7. Corporate employees on the net 28. Professional Networking
8. IT professionals on the net 29. Friendship / Dating
9. Heavy online spenders on the net 30. Sharing Pictures
10. Bloggers on the net 31. Sharing Videos
32. Online News
11. Car owners on the net
33. Financial Info/News
12. Two-wheeler owners on the net
34. Online Share Trading
13. Mobile phone owners on the net
35. Net Telephony
14. Credit card owners on the net 36. Cinema Content
15. Net users by place of access (homes, office, cyber cafes) 37. Buy/Rent Movie CD/DVD
16. Net users by type of connection (broadband, dial-up, etc.) 38. Sports Content
17. Net users by city/town type (metros, urban uptowns, 39. Online Music
emerging towns, and others...) 40. Online Games
18. Net users as financial investors 41. Online Real Estate
19. Vernacular language net users 42. Mobile Content Download
43. Astrology
44. Online Education / Learning

Note: Completion of any supplement report is subject to collection of sufficient sample responses in the survey.
 Pricing of Reports
Report Price (Rs.)* Price (USD)
* 12.36% service tax extra

Main Report 100,000 3,500

Supplementary Report 100,000 each 3,500 each

Main + 1 Supplementary Report (list price) 200,000 7,000

Main + 2-4 Supplementary Reports Less 15% of list price Less 15% of list price

Main + 5 or more Supplementary Reports Less 30% of list price Less 30% of list price

Note - only supplement reports cannot be bought in isolation (without the main report).

• Payment Terms : 50% advance, 50% after delivery of all reports

• Delivery Timeline : Main Report – Immediately on receipt of advance payment

: Supplementary Report – 1 week per report from date of order

• Report Delivery Format : PDF

 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com