In Association with Internet & Mobile Association of India (IAMAI)



Citius, Altius, Citius, Altius, Fortius
(Faster, Higher, Stronger)

Internet In India

Table of Contents
1.0 2.0 3.0 Introduction Glossary of Terms Used Growth of Internet in India 3.1 3.2 3.3 3.4 3.5 3.6 4.0 Internet User - Year 2008 (All India) Emerging Rural Internet Market Urban Internet Market Growth Rate of Internet Penetration - Urban Far-Reaching Internet Services Youth Continues to Drive the Internet Growth 4 5-7 8-14 9 10 11 12 13 14 15-18 16 17 18

Internet Access Points 4.1 4.2 4.3 Continuous Growth of PC Owners and Internet Subscribers Rise in the Internet Access From Office The Convenience, Cost & Content Sought Trade-off


Table of Contents
5.0 Important Internet Applications 5.1 5.2 5.3 6.0 Increasing Share of Pie for Online Entertainment Preference of Applications Vary among Demographic Segments The Growing Stickiness Index 19-22 20 21 22 23-27 24 25 26 27 28-33 29-30 31-32 33 34-36 35 36

Enablers of Internet in India 6.1 6.2 6.3 6.4 Barriers for Internet Usage Essentials for Internet Penetration – Urban Essentials for Internet Penetration – Rural Likeliness of Usage of Different Applications


Annexure: Study Methodology & Sampling Procedure - Urban A1.1 A1.2 A1.3 Target Segment and City Selection Household Listing Interview Sampling Procedure Sample Size of Households Covered for Profiling


Annexure: Study Methodology & Sampling Procedure – Rural A2.1 A2.2 Criteria for Selection of States Criteria for Selecting Districts in the States


3G and WiBro promise to provide a last mile connectivity and allow new access points such as PDAs and kiosks.among 20. 4 . users are interacting.000 Households.000 individuals. Over the web.0 Introduction India has witnessed continuous growth in the Internet adoption in certain sections of society predominant patterns exist mostly in urban areas. learning and building relationships. These technologies are expected to play a vital role in enabling improved adoption of the Internet across different geographies. however.1. It is a part of a syndicated study conducted annually by IMRB International in association with IAMAI. This report aims to map the growth of Internet in India. have just started to recognize the importance of this medium. 90. The emerging technologies such as WiMAX. Various technological developments are redefining options of accessing the Internet. 1000 SMEs and 500 Cyber Cafes. we have carried out this research across 100 rural centers to understand Internet behaviour in rural areas. This extensive exercise makes this study one of the largest researches in the Internet domain in India. Different online applications like entertainment – gaming. Rural areas of the country. Internet users have started utilizing this technology not merely for information search or communication but also for leisure activities. Internet in India (I-Cube) reports are based on a primary survey conducted across 30 cities . movies and music as well as usergenerated content on the web has made Internet a virtual world. To extend the scope of this study.

These may also be called as ‘Ever Users’.0 Glossary of Terms Used PC Literate: Individuals who know how to use a PC. This gives us a clear indication as to how many Indians have experienced Internet at least once in their lifetime. 5 . Small Metros: Cities which are not a part of top 8 metros but have more than 1 Million population. Internet Non-User: An individual who has not accessed Internet at any point in time.2. Top 8 Metros: The top 8 cities in India in terms of population. it means that a computer literate is able to work on a PC without assistance. Active User: An individual who has used the Internet at least once in the last 1 month. Claimed User: An individual who has used the Internet at any point in time in the past. While this term does not signify the extent of PC usage. Internet Non-Owner: An individual who belongs to a household which does not own an Internet connection.

although.5 million. A2. SEC is defined by the education and occupation of the chief wage earner (CWE) of a household. B1.0 Glossary of Terms Used Non-Metros : Towns with population between 0.5 million to 1 Million. Small Towns: Towns with population of less than 0. C. 6 . SEC is divided into 8 categories . although.2. College-Going Students: Youths studying in college (graduate. Socio-Economic Classification (SEC): A classification that indicates the affluence level of a household to which an individual belongs. postgraduate and doctoral). D. Most students are in the age group of 18-25.A1. B2. E1. and E2 (in decreasing order of affluence). a small proportion could be over 18 years. They are in the age group of 8-17. a small proportion will be below 18 and over 25 years. School-Going Kids: Kids studying in school and above 8 years of age.

Non Working Women: Women in the age group of 25-58 years of age and are not working.2. Working Women: Women in the age group of 21-58 years and employed outside home. This segment includes all those who are employed as well as unemployed. This segment includes housewives as well as non-working young women who are not school or college-going students.0 Glossary of Terms Used Young Men: Men in the age group of 21-35 years who are not school or collegegoing students. 7 . Older Men: Men in the age group of 36-58 years employed or otherwise. Stickiness Index: Stickiness Index is a composite of how often a media is accessed and how much time is spent on it.

0 Growth of the Internet in India 8 .3.

3.3 Mn September 2008 (Est.5 Mn Active Internet Users~3.Source-NRS 2006 (Population with 12 years of age and above) 9 .) Urban Claimed Internet users~57 Mn Active Internet Users~ 42 Mn Rural estimates not available *.1Mn March 2008 Urban Claimed Internet users~50 Mn Active Internet Users~36 Mn Rural Claimed Internet users~5.1 Internet User: Year 2008 (All India) Total Population ~ 818 Mn* Total Literate Population ~ 573 Mn* Total English Knowing~ 149 Mn* Total Computer Literate ~ 87.

5 Mn Rural Claimed Internet Users 10 . GOI initiatives. However. Interestingly. Literacy rate in the rural areas has been reported at 65%. The I-Cube research estimates that nearly 15. graphics and rich media are used to develop applications in rural areas.3 Mn Active Internet users. With nearly 0.Source-NRS 2006 818 Mn* Total Indian Population 568 Mn* Rural Population 368 Mn* Rural Literate Population 63 Mn* Rural English-Speaking Population 15.6% of penetration in the total population. It would be better if visual symbols. it is imperative to provide needbased online applications. there are 3.3. Of which. These applications need to be in vernacular/regional language and preferably with TTS (Text to Speech) capabilities to ensure high adoption of the Internet. Non-Government Organizations (NGOs). Considering such high levels of literacy rate coupled with relatively low English-speaking population. community service centers and CSR activities by private companies have played a significant role in ensuring this penetration.5 Mn have used the Internet in the past.1 Mn Population in the rural areas are computer literate.3 Mn Rural Active Internet Users *. English-speaking population in Rural India is only 63 Mn which is 17% of the total literate population.2 Emerging Rural Internet Market Approximately 70% of Indian population reside in Rural areas of the country. would India have bandwidth to support it across rural infrastructure? 3. 5.1 Mn Rural Computer Literates 5.

User generated content such as blogs.Source-NRS 2006 36 Mn – March 2008 42 Mn – September 2008 (Est.) Urban Computer Literates *.) Urban Claimed Internet Users 250 Mn* Urban Population 205 Mn* Urban Literate Population 86 Mn* Urban English-Speaking Population 72 Mn – March 2008 85 Mn – September 2008 (Est. only 31% are English-speaking. 50 Mn – March 2008 57 Mn – September 2008 (Est.3. links and communities) could help in increasing time spent over the Internet (i. conversion of light users to heavy Internet users). which forms the potential target segment for usage of vernacular content on the web. However.3 Urban Internet Market 818 Mn* Total Indian Population With 250 Mn urban population in India. 84% are PC-literate.e. As urban Internet penetration reaches a saturated level there is a need for innovative information delivery which could ensure increase in the time spent on the Internet. of 86 Mn (42% of 205 Mn). TLC (Trying out. Other critical utility applications like E-commerce could help in furthering Internet non-users towards adopting this medium. 82% of them are literate and of these. This indicates that PC literacy and usage are highly associated with English-speaking ability. 128 Mn of the Urban population has not adopted the medium due to non-familiarity with English language.) Urban Active Internet Users 11 .

in addition. This seems to be a right time to explore opportunities in the rural market.a healthy sign for Internet industry in India. the growth rate in Active Internet users for year 2008 has reduced. This indicates continued acceptance of technology in the lives of people.3. 12 . This is a sign of possible saturation in the urban Internet market. online Ecommerce applications and entertainment are the main applications other than Information search for fueling this growth. to decrease in prices of PC and hardware.4 Growth Rate of Urban Internet Population Sep-08 Base: All India (Urban) (All figures in Million) 85 72 65 62 59 53 42 31 Computer Literate Growth in computer-literacy in urban India has increased in the year 2008 compared to 2007. Sep-08 Mar-08 Sep-07 Mar-07 2006 2004 2003 2001 2000 5 9 12 16 32 42 46 50 57 Sep-08 Active Internet User Compared to previous years. 42 36 32 29 21 11 8 4 2 Mar-08 Sep-07 Mar-07 2006 2004 2003 2001 2000 Such estimates were not possible for rural India as we have started studying rural Internet pattern from the current year only. Government Initiatives. Mar-08 Sep-07 Mar-07 2006 2004 2003 2001 2000 16 Claimed Internet User 70% of computer literates have used Internet in the past .

Compared to last year. and 29% 32% 31% 29% 35% 33% 32% 49% 41% 40% 41% 42% 39% 37% • Decrease in the prices of PCs 2000 SEC A 2001 2003 SEC B 2004 2006 SEC C 2007 2008 SEC D&E 13 .e. This shows that people from non-metros and smaller towns are getting exposed to this medium. This rise in the subscriber base could be because of: • Higher literacy levels.5 Far-Reaching Internet Services Base: All India Claimed Internet Users (Urban) (All figures in Million) 5 Mn 9 Mn 20% 7% 15% 12 Mn 20% 7% 19% 16 Mn 19% 32 Mn 46 Mn 50 Mn There is an increase in the number of claimed Internet users over the years across all town classes. percentage of claimed users across different town classes remained similar for this year. to the less affluent classes of the society. 5% 4% 13% 29% 6% 20% 10% 29% 30% 12% 12% 20% 77% 58% 55% 55% 41% 21% 21% 38% 37% 2000 Top 8 Metros 2001 2003 Other Metros 2004 2006 2007 2008 5-10 lakh towns Less than 5 lakh towns Base: All India Claimed Internet Users (Urban) (All figures in Million) 5 Mn 6% 15% 17% 18% 18% 9 Mn 9% 12 Mn 12% 16 Mn 11% 32 Mn 3% 21% 46 Mn 5% 23% 50 Mn 9% 23% Increase in the number of claimed Internet users in the SEC D&E shows that Internet has started to reach the bottom of the pyramid i.3.

Such an increase could be due to various information searches required for academic.9 Mn 10% 9% 13% 7% 8% 15% 8% 7% 17% 6% 9% 15% 6% 11% 15% 6% 11% 14% There is a significant increase in the percentage of college-going students in the Active Internet user base compared to the other demographic segments. most of the content over the Internet is focused on the age group of 18-35 years.6 Youth Continue to Drive the Internet Growth Base: Active Internet users (Urban) 30 cities in 2007-08 26 cities in 2006 22 cities in 2004 16 cities in 2000 .9 Mn 7. 3. Online entertainment is evolving as the major driver for propelling growth of the Internet among young generation. entertainment or employment purposes. 14 .2003 Since the adoption of new technologies and services is high among young generation.3. online gaming is major growth area in this vertical with huge investments by content providers and developers.2 Mn 15.5 Mn 13. Specifically. 26% 26% 27% 32% 33% 30% 23% 27% 26% 26% 21% 27% 19% 16% 15% 12% 14% 12% 2001 2003 School going kids Older men 2004 2006 College going Working women 2007 2008 Young men Non working women Other sticky applications like user-generated content and social networking websites are attracting the youth of the country and helping them to explore virtual world comprising different experiences.4 Mn 17.1 Mn 4.

0 Internet Access Points 15 .4.

62% compared with the last year which was at 68%.927 27% 1.1 Continuous Growth of PC Owners and Internet Subscribers Base: All India PC & Internet Owning HHs (Urban) Figures in ‘000 There has been 36% growth in PC Owners over the last year. there has been a decline in the proportion of PC owner with the Internet subscription .99 2000 .878 2. However.01 2001 .04 2005-06 2006-07 2007-08 PC Owners Internet Subscribers % PC Owners with Internet subscription Role played by CSR activities of private companies.com.805 62% 58% 54% 54% 51% 43% 5.025 1. Community service centers and NGOs working in ICT (Information and communication technology) area helped in higher PC and Internet penetration in rural areas. This could be due to fall in PC prices and increase in the awareness of benefits in using a PC.com have lead to continuous increase in this penetration levels. higher popularity of usergenerated content like blogs.4.861 3.886 1.723 4.304 1998 .846 3. 9% 288 25 1997 .03 2003 .00 624 837 1.02 2002 .550 1.550 126 318 1999 . An increase of 25% in the number of Internet subscribers over the past year has been observed. Also. This increase is in part due to penetration of the Internet in the less affluent classes of the society and smaller towns. reviews and social networking websites like facebook. 16 .98 76% 68% 7.073 461 732 2. orkut.

2003 1.4 Mn 8% 6% 19% 30% 23% 20% 20% 22% 25% 27% 3% 4% 3.2 Mn 6% 15.9 Mn 8% Continued high share of cyber café in Internet use can be attributed to factors such as: • Lesser PC penetration in the SEC D&E homes • Growth of online gaming market in India 30% 22% 27% 31% 30% 26% 52% 43% 44% 46% 39% 36% 37% 2000 Cyber café 2001 Home 2003 2004 Office 2006 2007 2008 Others School/College Office is becoming more popular point of access which is not necessarily a healthy sign for the growth of Internet Industry in India as there are finite types of online applications that an office user can access. Base: Active Internet users (Urban ) 30 cities in 2007-2008 26 cities in 2006 22 cities in 2004 16 cities in 2000 . There is a marginal increase over the last year in the percentage of users who use it as the main access point. due to restrictions levied by IT units. there is an increase in the Internet access from School/Colleges.4.1 Mn 2% 4.9 Mn 3% 2% 7. This could be due to the introduction of computer education and permission to access the Internet from academic laboratories.2 Rise in the Internet Access from Office Cyber cafe has been the main access points of Internet over the years.4 Mn 2% 7% 1% 17. 17 . Interestingly.5 Mn 2% 5% 13.

26% 24% 61% 49% 37% 27% 21% 18% 31% 23% 49% All 30 cities School going College going kids students Home Young men Older men Working women Non-working women Others Cyber café Office School/College Expectedly other demographics segments like young men access the Internet mainly through office.4.9 Mn 1% 8% 2.4 Mn 1% 1% 2. Cost & Content Sought Trade-Off Base: Active Internet users in 30 cities Surveyed (Urban) Preference for the primary access point is a function of the following 3 C’s: Convenience.3 Convenience.5 Mn 2 Mn 1% 1% 1% 1 Mn 4% 2% 20% 27% 20% 27% 46% 44% 58% 40% Cyber cafés are the dominant point of access among schoolgoing kids and college students. 18 .2 Mn 3% 15% 3% 4. share of home as main access point does not amount to a high percentage as it is convenient to them. Since cyber café is the cheapest source of access providing more privacy regarding content. Except in case of non-working women.8 Mn 5. Cost & Content sought 17.

5.0 Important Internet Applications 19 .

5. are gaining more popularity. Text Chat Online Gaming Online jobsites Online entertainment is another key driver for the growth of the Internet in India with download services for online gaming. recently organized in the year 2008. E-Commerce applications like online bill payment. Music/Video on the Internet Financial information search Book railway tickets on the Internet Online banking “India Gaming Summit”. online ticket booking etc. Online NEWS Internet Telephony/Video Chat/Voice Chat 20 .1 Increasing Share of Pie for Online Entertainment Base: 17. Purpose of Internet access E-mail General information search Educational information search % 91% 76% 49% 46% 41% 37% 32% 21% 21% 20% 13% 13% With the increase in the usage of the Internet.9 Mn Active Internet users in 30 cities Surveyed (Urban) Online communication applications like Email and Chat are the main purposes of accessing the Internet followed by information search. music and video. has witnessed the launch of ‘Gaming revolution’ in India and laid a foundation for developing gaming ecosystem in India.

21 . shopping.9 Mn 2. Preference of these demographics is well understood by the service providers.5.2 Preference of Applications Vary Among Demographic Segments Base: Active Internet users in 30 cities Surveyed (Urban) There is a clear preference for different online applications across demographic segments. gaming and self-expression in the form of blogs/forums.8 Mn 5. Internet has been evolving as a platform not only for communication but also for various other applications such as learning.5 Mn 2.1 Mn 1 Mn 7% 9% 1% 20% 6% 10% 9% 5% 18% 8% 5% 20% 5% 9% 2% 18% 5% 6% 24% 39% 27% 4% 5% 31% 7% 7% 9% Over the years.14 Mn not stated Over the years. 17. 8% 61% 53% 44% 31% 62% 65% 56% Email is the most popular application among most of the demographic segments followed by information search. young generation has remained a main target segment for content providers.2 Mn 4.4 Mn 2. All 30 cities E-mail School going College going kids students Chat Young Men Older Men Entertainment Working Women Non working Women E-Commerce Information *0.

2003 Internet is on its way of becoming a mass media as the user base as well as time spent using this media has been increasing. 21% 5.9 2% 11% 9.5 Mn 13.5.2 21% 22% 23% 23% 24% Average hours per week has increased over the last year with relatively higher margin.9 Mn 7.2 Mn 15.1 Mn 4.6 26% 25% 4.3 15% 18% Two-third of the active Internet users are accessing the Internet at least 2-3 times a week.4 Mn 17.9 Mn 3% 7% 19% 3% 11% 21% 4% 16% 3% 10% 23% 4% 13% 8.2 3% 12% 18% 6. 22 . 1.3 The Growing Stickiness Index Base: Active Internet users in 30 cities Surveyed (Urban) 30 cities in 2007-08 26 cities in 2006 22 cities in 2004 16 cities in 2000 .4 Mn not stated Stickiness Index is increasing over the last year with significant increase in average hours spent per week as well as frequency of access.8 6.4 Mn 3. which is a very positive sign for the growth of Internet industry in India. 23% 14% 15% 18% 18% 19% 20% 21% 25% 17% 2003 23% 28% 25% 24% 2000 2001 2004 4 -6 times/ week 2-3 times/month 2006 2007 2008 Daily Once a week Average hours/week 2-3 times/week < Once a month *0.

6.0 Enablers of Internet in India 23 .

6. will help in creating awareness among Internet nonusers and will act as a driver for Internet usage. 24 .9 Mn Claimed users not yet Active Users 30 cities surveyed in 2008 (Urban) The major barriers leading to measured growth of the Internet in India have been low awareness and higher cost of accessing the Internet.5% Top 5 barriers for Internet usage With the continued technological innovations in the area of Internet. 11.1 Barriers for Internet Usage Base: 6.5% 5. 47. private companies and NGOs are playing important role in creating awareness of Internet in rural area.2% There is no need for Cyber café charges it/Don’t know how it are high can be useful There are no good cyber café’s nearby Dial up cost of internet access is high from home I need guidance Innovative content delivery and provision of need-based applications like Online bill payment.9% 5. Community service centers. Online ticket booking etc.7% 8. cost of accessing the Internet is expected to go down in the coming future with greater speed of access.

• To tap the non-English speaking urban population and less affluent social classes. • Consequently. online entertainment. advanced content/applications through rich media needs to be delivered over the Internet: – Televisions/Movies over the Internet • Emerging technologies like WiMAX. specifically gaming will also ensure continued penetration and persistence in using the Internet. in 25 .6. there is a need for measurement initiatives to evaluate the media engagement among the Internet users. becoming a part of the media plan.Urban Internet as an interactive medium Accessible on Disparate Devices • Urban markets have started using Internet as one of the interactive media. Value-added services in providing Internet connectivity and related content over mobile phones could ensure “on the go” access to the World Wide Web. Internet Interactive Medium Accessible On Disparate Devices Evolved Content Evolved Content Technology Technology • To ensure continued usage of the Internet in urban areas. Internet. vernacular content could help to further the Internet growth • These technologies will act as a platform introducing high-end applications such as IPTV. • Further. WiBro and 3G will enable BWA (Broadband Wireless Access) at much higher speed anywhere and anytime. advertising on digital medium has started to gain importance. • Mobile subscriber base in India has crossed 300Mn in September 2008.2 Essentials for Internet Penetration . As a result. is slowly.

6. there is a huge scope for introduction of vernacular content over the web.Rural Awareness / Training Access • Not understanding the usefulness of this medium is acting as one of the main barriers for not using the Internet in rural areas. • As large part of the population is not familiar with the English language. 26 . and some of the private companies with their CSR initiatives are few of the alternatives available with them. 3G and WiBro will offer last mile connectivity at relatively low costs. Awareness/ Training Access Content Technology Content Technology • Online applications that help rural dwellers in providing information related to their skilled/unskilled occupation could help Internet penetration (Need-based applications) • Higher cost of access and proximity of the point of access are acting as barriers for Internet penetration in rural India. there is a part of population that is aware of the Internet but need guidance in utilizing the potential of this medium. • Emerging technologies like WiMAX. • Further. CSCs. Kiosks installed by NGOs.3 Essentials for Internet Penetration . • Higher cost of Internet access and PCs are major hindrance in accessing the Internet.

play games as well as book railway tickets online. utilising search engines for general information and news. 27 . etc 53% 31% 41% 15% 16% Bill payment through Internet ( For electricity/credit card etc) Accessing bank accounts through the Internet Buy products online 30% 1% 7% 36% 6% 9% 40% 33% 26% 4% 3% 5% 8% 4% 8% 17% 2% 4% Invest in shares and stocks Infrequent users are likely to use the Internet for communicating through Email and Instant Messaging. Effective delivery of these sets of content will help them in converting to active Internet users. File Income Tax Returns.4 Likeliness of Usage of Different Applications Base: 6. news etc) Post resume/bio data on Job site for self or any other person Post resume/bio data on Matrimonial site for self or any other person Access government services like Passport Enquiry.9 Mn Claimed Internet users (not yet Active) in 30 urban cities surveyed Aware Communication Email Text Chat/ Instant Messenger Making telephone calls through Internet/ Voice Chat 94% 57% Usage Likely to use Aware Entertainment Usage Likely to use 75% 35% 70% 27% Play video games Watch movies clips/music video/cricket highlights on the Internet 52% 22% 20% 42% 18% 16% 33% 6% 5% Booking Railway tickets through the Internet 31% Booking Airline tickets through the Internet E-Commerce 57% 36% 13% 2% 20% 5% Informational Services Access information (general info.6.

a pan-India approached was adopted wherein cities that model Internet behaviour in all parts of the country were considered 28 .A1.0 Annexure : Study Methodology & Sampling Procedure-Urban It was ensured that a randomness is included in deciding the Internet penetration characteristics in the country. Further.

we have covered all the top 8 cities as well as 22 other cities Below are the cities that have been covered in this research: Cities by Strata Top 2 Metros Next 2 Metros Other 4 Metros 8 cities Other 14 cities Delhi & Mumbai Chennai & Kolkata Bangalore. Coimbatore. Thrissur. we extensively used the previous rounds of the I-Cube reports that have laid down the universe of the Claimed and Active Internet Users in the country The previous rounds of the I-Cube reports have indicated that majority of the market is still limited to the Metros Census of India 2001 indicates that there are 35 Cities with more than 1 Million population in India. Nagpur. Ahmedabad & Pune Patna. Chandigarh. Bellary. Surat. Ludhiana. Baroda. Cochin. Jaipur. Jalgaon 29 . Vishakhapatnam. Bhubaneshwar. Bhopal. Panipat. Durg. Hyderabad. Trichy. Indore Allahabad. Guwahati. In this round of survey.A1. Lucknow.1 Target Segment and City Selection For sampling purposes.

1 Age & Demographics of Respondents School Going Kids Claimed Internet Users College Going Students 8-17 years 18-25 years Internet Users Young Men 21-35 years Older Men Active Internet Users 36-58 years Working Women 21-58 years Non Working 25-58 years Women 30 .A1.

B and C category in each of the 30 cities short-listed and SEC A. D & E in each of the top 8 metros Selection of households was made based on random starting addresses identified from electoral rolls Care was taken to ensure even geographical spread in identifying the starting addresses across the cities selected 31 .A1. C.2 Household Listing Interview Sampling Procedure Quota sampling procedure was followed to cover households belonging to SEC A. B.

computer knowledge & Internet use) about individuals in households Listing Questionnaire Detailed Interview With Active Internet Users From all the individual claimed users we asked the question whether they have used Internet in last one month. gender.A1. education. occupation. We identified those saying “Yes” as an Active Internet User. we managed to profile (age.2 Household Listing Interview Sampling Procedure Aim of conducting detailed interview with CWE was to understand ownership of IT and Internet related products at home currently and in future With CWE/person who is aware of usage on IT products/durables in HH Based on this household survey. These Active Internet Users were administered the detailed interviews for Internet Usage 32 .

3 Sample Size of Households & Individuals Covered for Profiling Cities Mumbai Top 4 Metros Delhi Kolkata Chennai Bangalore Next 4 Metros Hyderabad Ahmedaba d Pune Patna Cochin Baroda 8 Cities Lucknow Ludhiana Coimbatore Jaipur Indore Households 1181 1156 1156 1153 1046 1068 1018 1018 658 705 555 667 712 552 565 655 Individuals 3925 3623 3832 3743 3170 3579 3289 2946 2552 2322 1952 2510 2713 1798 2090 2489 Cities Chandigarh Allahabad Guwahati Surat Nagpur Bhopal Bhubaneshwar Durg Vishakhapatnam Trichy Bellary Thrissur Panipat Jalgaon Households 557 568 669 558 564 556 696 557 556 564 501 427 475 485 Individuals 1944 2275 2063 1994 2144 2217 2301 2499 1679 1962 1646 1564 1558 1721 Rest 14 Cities 33 .A1.

A2.0 Annexure : Study Methodology & Sampling Procedure-Rural 34 .

medium and low per capita income with respect to the population of these states Following these. medium or low literacy levels Next.A2. literacy rates were examined for all the states and compared against the population The states were divided and selected as having high. we selected states having high and medium population Then. states were divided in terms of their population levels For appropriate representation. we compared per capita income of various states The states were segregated as having high.1 Criteria for Selection of States Firstly. we compared states on the basis of population of disadvantaged groups 35 .

A village is divided into a group of hamlets (cluster of houses).A2. The map of every village was drawn with the help of the ‘Mukhiya/Sarpanch’ of that village. The hamlets were numbered in a clockwise manner and one hamlet from each village was chosen randomly Step 3 Selection of respondents Rural respondents from 6 villages across every selected district were interviewed. 2 each were of low population (< 1500).2 Criteria for Selecting Districts in the States Step 1 Selection of Districts Out of the all districts in a state. a sample of 6 districts were covered ensuring a geographical spread across the state. It was ensured that the chosen districts would adequately represent the population of a particular state Step 2 Selection of villages within the district 6 villages were selected within a district. Out of these villages. There was also a split on the basis of the strata of the respondents depending on their SEC classification 36 . medium population (1500 – 2500) and high population (>2500).

90. B. D & E households Covering more than 22. C.000 individuals.000 households. 1000 SMEs & 500 Cyber Café owners Capturing the peaks and troughs of the market since 1998 Accurate forecasts reported till 2010 Tested methodology for weighting and All India projections Endorsed by industry associations & major portals / ISPs in India Six months unlimited customization Freely interact with analysts and gain from their market perspective Key trends & breaks available in a software Key numbers reported from year 2000 onwards 37 .I-Cube 2008: Setting Record Straight! Coverage of 30 Urban and 100 rural centers Representation of SEC A.

bill payment. Proliferation of User Generated Content Online transactions including online insurance. loans. etc. Exclusive segmentation of Internet Users (I-Cube segments) Drill down available: I-Cube Segments Town Class SEC Frequency of Use Maturity of Usage Point of Access Content Accessed 2 level combinations possible 38 .I-Cube 2008: The Achievements ! Internet penetration and usage In Rural India Online behaviour of SMEs Adoption of WiMax / 3G / Mobile Broadband / etc.

com Project Lead Balendu Shrivastava Insights Directors Tarun Abhichandani Dhaval Thaker Project Analysts Niti Agarwal Annup Varkey Rohit Gangwal 39 . eTechnology Group|IMRB ‘A’ Wing. Mhatre Pen Building Senapati Bapat Marg.Contact Us For Subscriptions Balendu Shrivastava Group Business Director. Mumbai Tel : (91)-22-24233675 Fax: (91)-22-24323800 Email: balendu.shrivastava@imrbint.

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