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India Online Landscape 2010

Online Indians and their Net Usage Behavior and Preferences

Topline Findings

Pond not growing, but fishier


 51 mn active internet users in India, 40 mn urban and 11 mn rural  Reaches 10% Indian households and 4.4% Indians  2/3rd households have multiple users in them

 97% are regular users and 79% use daily  High base of daily users and increased base of online buyers indicates growth in depth  1 in 4 access it on mobile phones, though most of them are dual users
*

(PC + Mobile)

Regular internet users = use internet at least once a month, Occasional internet users = who have used the internet in last one year

Mobile access adding depth


 Dual users access internet on their mobiles habitually - 2 out of 3 access daily and 1 in 3 uses it for more than an hour daily

 Almost all dual users have GPRS enabled phones and most have activated GPRS service on them

 WAP enabled data services and GPRS activated direct browsing are the most popular mode of mobile internet usage

 Poor speed and affordability are the biggest perceptual barriers in higher adoption of mobile internet usage among existing net users

Need to cast the net wider


 Rural user base up at 20%  Growth relatively more in South, making it the most net-savvy region  Growth relatively more in the smaller urban areas now account for half of all urban internet users  Home continues to be the largest single place of access. Home and transit user base show increase  Connectivity problems are the biggest irritants, starting with speed - half of all broadband users claim below 256 kbps speeds
(below 5 lakhs population)

they

Catching big in the small pond


 Over half of internet users are employed, half of whom are corporate employees  2/3rd of those employed are head of the household
members of multi-income families)

(rest 1 in 3 being the other earning

 25-35 years forms the single largest age group among internet users  Their average claimed monthly family income is 3 times the national average  At least 2 times higher ownership levels for the more evolved modern day assets  Female user-ship inching upwards, housewives as a user base starts emerging

Internet intrinsic to their lifestyle


 Internet is the dominant medium in 2/3rd internet users lives  Among offline media, they read newspapers more, but are heavier users of TV  Internet surfing is the favorite indoor entertainment for most of them, and they perceive it as a source of learning and entertainment  Listening to music, cinema and gaming are their biggest hobbies  Money is the biggest motivation driving their lives  They give highest importance to functionality, then to brand image

Window shoppers give way to serious ones


 Proportion of online window shoppers fell significantly in the last year

 However, this drop is due to significant decline in the searchers only base, online buyers base actually increased by 2.5 million
(33% growth)

 40% online shoppers bought online (+18% points over last year) - indicates that mere window shoppers are giving way to the serious buying-intending shoppers

 Net users make good marketing audience 3/4th of them have responded to some kind of marketing stimulus when online

Popular Online Activities


Online Activity

Top 10

% Internet Users Undertaking

Emailing Download Music Instant Messaging/Chatting Job Search PC to Mobile SMS Social Networking Info Search Engine Watch Videos Screensavers/Wallpapers Online Communities

94%

Average number of online activities undertaken per person - 17

56% 56% 55% 54% 5 % 50% 50% 50%

Most Used Websites Overall Level Top 10


Website % Use it the Most

Google Yahoo Gmail Orkut Rediff Facebook Moneycontrol Youtube Blogspot 160by2

46% 11% 9% 6% 4% 2.4% 1% 1% 0.8% 0.7%

* On preferred usage basis (i.e., the site they use the most among all the sites they use)

Most Used Websites By Verticals


Vertical Top Website % Use Most
Emailing Emailing from Mobile Instant Messaging Job Search Online News Info Search English Online Travel Buy Online Games Online Buying (Non-Travel) Real Estate Business & Financial News Online Share Trading PC to PC Net Telephony PC to Telephone Net Telephony PC to Mobile Messaging (sms) Net banking Gmail Gmail/Google Gtalk/Gmail Naukri Yahoo Google IRCTC Zapak Ebay Google Google Sharekhan Google/Gtalk Yahoo Way2sms Onlinesbi 62% 64% 41% 48% 23% 79% 51% 26% 32% 24% 26% 18% 54% 21% 45% 29%

Most Used Websites By Verticals


Vertical Top Website % Use Most
Matrimony Friendship/Dating Share Pictures Social Networking Professional Networking Video Sharing Non-cricket Sports Cricket content Cinema content Watch Videos Financial Info & Quotes Buy/Rent Movie CD Mobile content Book Cinema Tickets Download Movies Download Music Bharatmatrimony Orkut Orkut Orkut Orkut Youtube Yahoo Cricinfo Google Youtube Moneycontrol Ebay Google Bookmyshow Torrentz Songspk 38% 46% 37% 53% 35% 36% 29% 42% 20% 76% 18% 23% 18% 33% 30% 27%

Most Used Websites By Verticals


Vertical Top Website % Use Most
Listen/stream Music Share/Upload Music Health & Lifestyle Content Online Education and Learning Astrology Screensavers/Wallpapers E-greetings Join Online Community Follow Tweets Search Locations/Maps Search for Higher Education Info Online Tutorials Search/Buy Books Songspk Youtube Google Google Astrology Google 123greetings Orkut Twitter Google Google Google Google 14% 22% 38% 40% 22% 45% 48% 52% 72% 87% 53% 40% 56%

Report Details

Study Overview
Most recent and comprehensive estimates of Internet user-ship in urban and rural India.
Estimates based on a land survey conducted between Apr 2010May 2010 among 259,341 individuals from 37,024 households in 100 cities and over 20,396 households in 1,040 villages spread across all the 4 regions of the country. Estimates cover both regular and occasional internet users as well as both computer and mobile based internet users

Insightful understanding of net usage behavior and preferences of regular online Indians.
Findings on net usage dynamics based on a sample of over 28,881 active internet user panel members with Juxt, and findings on popular online activities and website preferences based on an online survey conducted among 12,294 of these active panel members during Apr-May 2010

Understanding of online Indians as consumers and not just as faceless net users.
Includes their socio-economic status, household and financial asset ownerships, online shopping behavior and website and media preferences reported on the most used basis. Website preferences captured for 47 online verticals/domains

Methodology Overview
A land survey was conducted in Apr-May 2010 to estimate internet users in India. The survey covered towns and villages of all population strata in all the mainland states and union territories in India (covering all the key, and 69 of the total 77 regions in India as classified by NSSO) Though the selection of towns and villages was purposive, the sampling within the towns was done on 2stage random basis (firstly a random selection of polling booths, and then a random selection of households from the electoral list within each of these randomly selected polling booths); within villages sampling was done on systematic random basis (selection of every nth house in the village) Net usage dynamics, usage behavior and website preferences were captured from the actual internet users in an online survey using Juxts own 180,000+ member Internet User Panel (www.getcounted.net) The online panel and survey data was made representative of the entire online Indian population (and not just of the online panel members or those surveyed) by using demographic weights of internet users as derived from the land survey Representation weights were derived and applied on 3 demographic parameters zone, urban district/ village class and SEC; while corrections were also made for 3 parameters gender, age and preferred language of reading. Only authentic Govt. of India base population statistics were used for this purpose (NSSO/Census)
* For a detailed understanding of the methodology of the study please refer to the Methodology section of the dataset

Reports / Datasets
From 2010, all the India Online reports are available as query-based online datasets with findings presented as tables/graphs/charts (no PDF reports anymore)

There is an overall level dataset, called India Online Universe, with findings presented on the base of all internet users

In addition, there are a series of supplementary datasets with each dataset presenting findings at a specific category or user segment base level
(here the sample base is the subset of internet users belonging to a specific user segment like women , youth, SEC wise, town type wise, etc; or undertaking a specific online activity like emailing, social networking, job search, etc. The supplementary dataset outlines the internet usage behavior and preferences of these subsets of internet users only)

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey

Juxt India Online Syndicated Datasets


Overall Internet User Level Dataset

Consumer Segment Datasets


Youth Online Women Online
13-24 year old internet users

Online Verticals Datasets


Generic Portals Online Shopping Online Travel
Non-travel products

Women internet users

India Online Universe


All Internet Users Demographics, Psychographics, Internet Usage, Media Usage

Urbanites Online Online Socialites Rendezvous Online

Net users by their SEC profile

Job Search

Matrimony

Social media users on the net

Social Networking Professional Networking

Net users by place of access

Emailing Online News

Search Engine - English Search Location/Maps


Cricket, Other Sports

Mobile & Online


Net users using internet on mobile phones

Speed Online

Net users by type of connection

Online Sports Content

Corporate Online
Corporate employees on the net

Online City Line Students Online Investors Online CC Online

Net users by town classes

Financial Info Search Online Share Trading Net Telephony Astrology

Students on the net

Book Movie Tickets Download Movies Picture Sharing Video Sharing

Auto Owners Online


Car & 2-wheeler owning net users

Net users as financial investors

Online Games Online Music Online Real Estate

Credit card owners as net users

Online Lingua
Vernacular language net users

Techie Online

IT Professionals on the net

Mobile Content Download

Pricing*
Overall Internet User Level Dataset

Consumer Segment Datasets

Online Verticals Datasets

Single Datasets
India Online Universe Rs. 150,000
(data at all internet users level only)

Individual Segment Datasets Rs. 150,000 per consumer segment


(data at consumer segment level only)

Individual Category Datasets Rs. 150,000 per category/vertical


(data at category/vertical level only)

Combo Datasets

+
India Online Landscape
(master dataset all internet users, urban, rural, state-wise, town classwise, urban district-wise for top 25 urban districts)

Up to 4 consumer segment or vertical category datasets 5 - 9 consumer segment or vertical category datasets 10 -15 consumer segment or vertical category datasets

Rs. 300,000

+ +

Rs. 450,000

Rs. 600,000

* Key Findings PowerPoint Report for any dataset (only on order) Rs. 50,000 per dataset
* 10.3% service tax extra

Payment Terms & Delivery


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

Delivery Timeline

: Overall Level Datasets (India Online Universe / India Online Landscape) Week of 26th July 2010

: Supplementary Level Datasets 2 days per dataset thereafter from date of order

: PowerPoint Report 1 week per dataset report thereafter from date of order

Reporting Format

: Query access based online dataset

India Online Landscape Dataset


(Information Coverage)
Size Estimates of Internet Users in India
(All India, Urban/Rural, By States, By Urban District Class/Village Class, Top 25 Urban Districts)

Total internet using households, No. of internet users per household, Total Internet using individuals Regular internet users (at least once a month) versus occasional internet users Users accessing internet from only mobile, only computers, both mobile and computers

Geographics of Internet Users


Region, State, Urban/Rural area, Urban District Type/Village Type, Top individual urban districts

Personal Demographics of Internet Users


Gender, Age, Marital Status, Generational classification by age, Status in the household (CWE or other earning member or dependent member of the household) Occupation, Industry of occupation, Individual Income classification (if earning), Education Religion, Community, Caste, Mother Tongue, Preferred language of reading

Personal Psychographics of Internet Users


Current Priorities & Aspirations: Most important priorities in life currently, Current absolute necessities in life, Current hobbies and interests, Current role models, Parameter that defines status in the society for them, Desired professional qualification for self/children (as applicable), Most aspired luxuries of life

India Online Landscape Dataset


(Information Coverage)
Personal likes & preferences: kind of music listen to, kind of movies like to watch, type of books prefer to read, favorite sports, favorite food, favorite clothing, drinking and smoking habits, Favorite indoor and outdoor entertainment activities, ways to relax /unwind, frequency and type of holidays/vacations, favorite holiday places in India and abroad Technology orientation: Role of technology in life, role of internet, computer, mobile phone and TV in life

Personal Consumption Lifestyle Orientation


Personal Consumption Lifestyle classification Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/get-together, in solving a problem, in deciding to buy products/services) Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy whats latest & trendy, frequency of replacing things at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to consume or save if income declines) Buying Orientation: Attributes give preference to when buying, Factors give preference to when deciding place of buying

Other Personal Consumption Habits & Lifestyle


Whether owns a credit card, and card type owned Whether uses a mobile phone, Services subscribed to on the most used connection, Features present on this most used handset

India Online Landscape Dataset


(Information Coverage)
Households Socio-Economic Profile
Family classification by lifecycle stage, Family size Highest occupation and education level in the household, Neo-SEC Classification, CWE Occupation, CWE Education, Conventional SEC classification Monthly Household Income (MHI), No. of earning members in the family, Average per capita household income, Spending power classification, Ownership status and size (carpet area) of house living in Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Computer, Video Games, Tractor, Tube well/Pump, Transistor/Radio) Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits)

Personal Health Profile


Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles)

Personal Media Usage


Whether use TV, Radio, Newspaper, Daily duration of usage on weekdays and weekends Most watched Entertainment and News TV channels, most read newspaper, most listened to radio channel

India Online Landscape Dataset


(Information Coverage)
Net usage status and dynamics
Years of experience in using the net, Place of access (home, place of work, cyber caf, transit, choupal/gram panchayat) Net usage details by the most preferred place of access - type of connection, ISP subscribed to, frequency of usage, duration of usage Online marketing stimulus responded to (banner ads, search ads, virals, contest, e-mailers, newsletters) Popular languages of internet usage, most used websites for each of these languages Social Media & Blogging - proportion of internet users reading, commenting and owning blogs, review products, use twitter, upload content online, etc. Main problems faced while surfing the Internet Whether uses internet on mobile phone, frequency of usage, average duration used per session, type of access (WAP, Preinstalled applications, Browse directly, Push mail), Reasons for not using internet on mobile where applicable

Online shopping behavior (Only in Online Travel and Online Shopping Dataset)
Penetration of online shoppers (only search) and buyers (search and buy), Reasons for not buying online where applicable Travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying, average monthly spends Non-travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying, average monthly spends Online payment modes used Motivations of buying online and problems faced while buying online

India Online Landscape Dataset


(Information Coverage)
Popular online activities undertaken and most used websites
Most used websites at the overall level Frequency of undertaking and the most used website for each of the following online activities:
                     Emailing Use Emailing on Mobile Info Search (English) Job Search Real Estate Info Search/Buy Books Business/Financial News Net Banking PC to PC & PC to Phone based Net Telephony Matrimonial Search Social Networking Sharing Videos Professional Networking Gaming Download Music Cricket Content Non-cricket Sports Content Download Mobile Content Health & Lifestyle Info E-greetings Online Communities                     Instant Messaging/Chatting Follow Tweets Location/Map Search Travel Search/Booking Online Shopping (other than travel products) General News Financial Info (rates, quotes, etc.) Online Share Trading PC to Mobile messaging (SMS) Dating/Friendship Sharing Pictures Watch Videos Pay Bills Online Stream/Listen to Music Download Movies Cinema Content Book Movie Tickets Educational Info Search Online Education/Tutorials Astrology

Contact Details
Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi 110030

Telephone Contact Person Email Website

: +91-11-29535098, +91-9811256502 : Sanjay Tiwari : sanjay@juxtconsult.com : www.juxtconsult.com

Thank You!

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