India Online 2007

Internet Users by Socio Economic Classification

India Online 2007

Internet Users by
Socio Economic Classification
Report

India Online 2007

© copyright JuxtConsult

Internet Users by Socio Economic Classification

India Online 2007

Table of contents
India Online 2007 .................................................................. 1
India Online 2007 Reports ........................................................ 2
Methodology ........................................................................ 4
Executive Summary ............................................................... 9
Key Findings .......................................................................11
Detailed Findings:
Reading the Graphs & Tables ...................................................24
Popularity of the Activity .......................................................26
Demographic Profile .............................................................27
Socio-Economic Profile ..........................................................34
Economic Profile..................................................................39
Net Usage Status..................................................................44
Net Usage Dynamics..............................................................50
Preferred Net Activities .........................................................61
Most Used Websites ..............................................................78
Most Used Offline Media Brands.............................................. 102
Offline Brands Recalled ....................................................... 106
Segment Wise Detailed Tables ............................................... 107
Appendix ......................................................................... 167

Internet Users by Socio Economic Classification

India Online 2007

India Online 2007
The India Online 2007 study is not just an annual update over the previous
year's India Online 2006 study but rather a continuation of JuxtConsult’s efforts
to keep improving the quality of the study every year. The improvements made
in the study this year not only involve further strengthening of the research
methodology but also enhancing the coverage of the information, especially in
the emerging areas of internet usage in the country like blogging, social
networking and language website usage.
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.
Like in the year 2006, JuxtConsult conducted two large-scale 'primary' surveys,
one offline and one online to complete the study this year as well. However,
the sample size for the 'land' survey (which is used to estimate the size of
internet using population in urban India) was almost doubled this year to
further improve the coverage among the various population strata in urban
India. The land survey, conducted during April 2007, covered 10,000 households
across 31 cities of various sizes across all the four regions of the country.
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.
The key information included in the various reports cover the demographic and
socio-economic profiles of the net users, their ownership of household assets,
the source and place of their access to internet, net usage dynamics, preferred
online activities, website preferences for over 20 key online activities, online
buying behavior and spends, response to online marketing stimuli, offline media
preferences, and much more.
In sum, what you get in India Online 2007 you are unlikely to get elsewhere:
X Highly credible latest estimate of internet using population in urban India
X Key insights on various aspects of internet usage in India
X An understanding of online Indians as 'consumers' and not just as faceless
net users
X How to reach these online consumers on the net, as well as through the
offline mediums
X Preferred 'user shares' of key online brands in 21 different online activity
categories

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Internet Users by Socio Economic Classification

India Online 2007
Reports
Main Report
X Overall Status and Usage of Internet in India

User Segment Supplementary Reports
X Women on the net
X Youth on the net (teenagers and young adults)
X Net users by their socio-economic (SEC) profile
X Students on the net
X Corporate employees on the net
X IT professionals on the net
X Heavy Online Spenders on the net
X Bloggers on the net
X Car owners on the net
X Two-wheeler owners on the net
X Mobile phone owners on the net
X Credit card owners on the net
X Net users by place of access (homes, place of work, cyber cafes)
X Net users by type of connection (broadband, dial-up)
X Net users by town population size (10 lakhs plus, 5-10 lakhs, 1-5 lakhs,

Below 1 lakh)
X Net users by town market size (metros, urban uptowns, emerging towns,
others)
X Net users as financial investors
X Vernacular language net users
Category Supplementary Reports: (comparative profiling of top 5 websites)
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X

Online shopping
Emailing
Job search
Matrimony
Info search - English
Info Search - Local language
Online travel
Social networking/communities
Friendship / dating
Online news
Financial info/news
Online share trading
Cinema content
Sports content
Online music
Online games
Online real estate

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India Online 2007

X
X
X

Mobile content download
Astrology
Online learning/education

Note - All supplement reports are subject to sufficiency of sample responses.
Demographic segment wise details by gender, age, SEC classification, region
and place of net access are included in each of the reports as appendix tables.

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Internet Users by Socio Economic Classification

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:
X

We have increased our land survey sample base to 10,000 (from 5,500 last
year) and the coverage of the number of cities to 31 (from 21 last year).
The distribution of these 31 cities continues to be well spread across the 4
regions of the country. But more importantly, in terms of coverage of
towns by their population size, we dug deeper this year and covered all
town classes that have population of 20,000 individuals and above.

X

Further, to better capture the internet usage across all types of socioeconomic classes (SEC) in urban Indian, we allocated equal sample quota
among the 5 broad socio-economic classes A, B, C, D and E across various
zones within a town, and then across the town classes and regions. To
correct for and put back the real representation of the socio-economic
classes (and not equal representation) during the data processing stage, we
incorporated the appropriate SEC 'weights' derived from the actual urban
population statistics from authentic govt. Sources (National Sample Survey
Organization and Census of India).

These two refinements in the sampling methodology ensured that this year we
get an even better representation of various types of internet users in urban
India.
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 land survey
The objective of the land survey was two fold. First, to help us estimate the
internet user-ship in urban India, as with a land survey we could cover both the
user and non-user population of the internet in a representative way. The other
objective was to derive relevant demographic 'multipliers' from this survey
which could then be applied to the internet usage data collected in the online
survey.
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, attractiveness of the incentive prize
offered for filling the survey, etc.).
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

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India Online 2007

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:
Table 1: Detailed sample base distribution of the land survey
Region

North

West

East

South

Total (31)

City/ Town

City Class

Sample Size

Delhi

10 lakh +

401

Kanpur (UP)

10 lakh +

297

Ludhiana (Pun)

10 lakh +

302

Patna (Bih)

10 lakh +

303

Allahabad (UP)

5 lakh – 10 lakh

298

Ajmer (UP)

1 lakh – 5 lakh

314

Bhadohi (UP)

50 K – 1 lakh

299

Muradnagar (UP)

50 K – 1 lakh

300

Sohna (Har)

20 K – 50 K

307

Mumbai (Mah)

10 lakh +

399

Ahmedabad (Guj)

10 lakh +

404

Pune (Mah)

10 lakh +

300

Rajkot (Guj)

5 lakh - 10 lakh

301

Dewas (MP)

1 lakh - 5 lakh

303

Hinganghat (Mah)

50 K - 1 lakh

307

Mhowgaon (MP)

20 K - 50 K

296

Katol (Mah)

20 K - 50 K

276

Kolkata (WB)

10 lakh +

398

Guwahati (Ass)

5 lakh – 10 lakh

299

Bhubneshwar (Ori)

5 lakh – 10 lakh

303

Raniganj (WB)

1 lakh – 5 lakh

300

Bhatapara (Chat)

50 K – 1 lakh

252

Champa (Chat)

20 K – 50 K

292

Chennai (TN)

10 lakh +

407

Bangalore (Kar)

10 lakh +

406

Hyderabad (AP)

10 lakh +

410

Mysore (Kar)

5 lakh – 10 lakh

329

Kozhikode (Ker)

1 lakh – 5 lakh

300

Nellore (AP)

1 lakh – 5 lakh

300

Cheruvannur (Ker)

50 K – 1 lakh

294

Edapaddi (TN)

20 K – 50 K

305

-

-

10,002

City Class

10 lakh +

5 lakh - 10 lakh

1 lakh – 5 lakh

50 K – 1 lakh

20 K - 50 K

Total (31)

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Internet Users by Socio Economic Classification

To check for both the 'regular' as well as 'occasional' usage of the Internet, at
each of the 10,000 households contacted it was queried:
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)?

Some further questions related to the specifics of demographic profile of the
head of the household, their knowledge of English, computer usage, and asset
ownership of the household were also asked from the respondent. The usage of
computer and Internet was separately checked for each member of the
household from the respondent.
The above information about the head of the household, especially their
education and occupation profile (thereby identifying their socio-economic or
SEC classification) together with the town size class and region were used to
link up to the similar authentic Government of India data to estimate the
Internet user-ship as well as to generate the appropriate 'multipliers' that were
to be applied to the data collected from the online survey.

The Online Survey
The online survey was used to collect the in-depth information on internet
usage patterns and other media usage patterns among the various types of net
users. This was done through a 'large-scale' online survey conducted between
end-April to mid-May 2007 among the users of three of the biggest and most
generic portals in India, namely Yahoo, Rediff and Google.
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.
The online survey was conducted using an e-questionnaire segmented into three
sections. The questionnaire was pre-tested and timed to take approximately
15-20 minutes for a respondent to complete depending on the speed of
comprehension and answering of the questions. The questionnaire was
structured and designed to reduce the level of 'respondent fatigue' to an extent
that was practically possible.

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India Online 2007

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:
X

The net usage behavior and preferences of new phenomena like blogging,
social networking and language content checking were included.

X

In terms of capturing website preferences, 6 more online activity
categories were included this year to take their coverage to 21. The new
categories added were instant messaging, real estate, online info search
engine in local languages, astrology, online share trading and online
learning/education.

X

The question about 'blogging' was fine tuned to segregate usage behavior
between only reading blogs, posting comments on blogs and having a blog
site of one's own.

In the online questionnaire, a response format of 'clicking' a single or multiple
options among the various given options was used for most questions. For each
of these questions it was also possible for a respondent to answer 'none' or 'any
other'. However, wherever the respondents were asked to give preferences for
websites or brand names, only a text box was provided for them to type the
name on their own (or type 'none' if not applicable). This was done to ensure
that all such recall and actual usage preference responses were solicited
'unprompted'.
Further, to enlist complete and sincere responses, an incentive of a significant
cash prize was also announced for one selected respondent to be given at the
end of the survey.
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.
Finally, the appropriate weights (multipliers) as derived from the land survey
were incorporated into the usable online survey responses to make them more
'representative' of the entire urban online population. Further, for questions
that asked for preferred websites names, to remove the possible 'source' bias
towards any specific generic portal among the three generic portals used, an
'equalization' correction factor was also incorporated.
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.

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Internet Users by Socio Economic Classification

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.
Note - Because of a deeper and more robust coverage of internet usage among
the smaller towns (down to 20,000 population town classes), and among all the
socio-economic classes in this year's land survey, there is likely to be an element
of 'correction' seen in this year's data (as compared to the previous year's). These
corrections are likely to be more visible in some of the demographic, socioeconomic and economic profile of online Indians. The correction factor may also
apply, though assumedly not to the same degree, to the current year's data on
net usage behavior and website preferences.

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India Online 2007

Executive Summary
Over 2-in-5 urban online users belong to lower socio-economic classes. If in
2006 SEC ‘C’, ‘D’ and ‘E’ users comprised 34% of the internet user base, their
share has grown to 44% in 2007. The shift has largely been in favour of SEC ‘D’
and ‘E’ and away from SEC ‘A’ and ‘B’, with SEC maintaining its proportions in
the internet user base.
While some of this growth can be attributed to the better representation of
smaller towns in this year’s survey, nonetheless it is indicative of a perceptible
flattening of the internet user base.
The smaller towns account for internet users almost ‘equally’ across all SEC
classes. Almost 1 in 3 internet users (33%-35%) across all the SEC groups come
from the ‘smaller’ non-metro towns. Though this means that smaller towns are
not far behind the larger towns when it comes to the ‘spread’ of internet usage
across the various socio-economic strata, it also means that bigger cities in
Indian urban landscape show ‘equally backward’ socio-economic characteristics
as the smaller cities, at least among the internet users if not overall.
The regional composition of SEC user groups varies distinctly. While South
region accounts for the highest proportions of internet users across SEC groups,
it accounts for the highest share among the SEC C at 54%. North contributes
relatively more to SEC A (28%) than to other SEC classes. On the other hand,
West makes a relatively higher contribution to SEC B user base (30%).
Internet users from lower socio-economic groups are relatively ‘younger’.
There seems to be a direct correlation between an internet user’s SEC profile
and his/ her age – the lower the SEC class, the lower the age profile of internet
users as well. While only 23% of SEC A users are ‘youth’ (13-24 years age
groups), 66% SEC D&E users belong to the ‘youth’ segment.
The lower SEC classes also show a relatively higher ‘male’ skew in their
internet user base.
The socio-economic class and ‘affluence level’ of internet users go hand-inhand. Not surprisingly, there is a high correlation between the SEC profile and
the monthly income of internet users. The proportion of users belonging to
‘high-income’ households (Rs.50,000 upwards per month) steadily increases
from 8% among SEC D&E users to reach 20% among SEC A users.
Accordingly, ownership levels of the more evolved ‘lifestyle’ products such as
AC, washing machine, microwave, credit card, medical insurance, mutual
funds/shares, etc are substantially lower among lower SEC classes. Yet, the
penetration levels of the more basic and essential ‘lifestyle’ products such as
colour TV, mobile, refrigerator, homes, bank account, etc. are high across all
SEC classes.
Users from lower SEC classes are not too far behind in ‘extent’ of internet
usage, but they do lack in ‘depth’ of usage. Despite their relative
inexperience, the ‘extent’ of internet use (frequency and duration) among
lower SEC class users is quite similar to that of higher SEC ones.

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Internet Users by Socio Economic Classification

In fact, albeit home access per se is much lower among SEC D&E users, among
those who do have access at home, the share of ‘heavy’ users is actually higher
among them at 26% (versus 21% among SEC A users). However, SEC A users
undertake professional and e-commerce related activities relatively more while
SEC D&E users are relatively more occupied with online socializing and
entertainment such as music, chatting, gaming, dating/friendship etc. This
appears be a result of a combined effect of three factors - lower age, lower
incomes and lower internet usage experience of the lower SEC classes.
Lower SEC users buy online visibly less. Incidence of online buying increases
twice over across the SEC spectrum – from 28% at the lower end (SEC D&E) to
56% at the top end (SEC A). Nonetheless, in terms of numbers, a sizeable base
of over 2 million online buyers from lower SECs can be targeted for buying
products and services online.
Google is relatively more popular at the top-end of the SEC ladder while
Yahoo is stronger at the bottom end. Yahoo is recalled significantly more top
of mind among lower SEC classes while Google is relatively more salient among
the SEC A internet users. Even in terms of actual usage, Google leads over
Yahoo by a significantly wider margin among SEC A users than Yahoo does over
Google among SEC D&E users.
In conclusion, since demographic and income characteristics as well as the
relative experience of using internet vary markedly across the various SEC
classes, online marketers must take these distinctions into account while
selecting and targeting their marketing efforts on the net.

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India Online 2007

Key Findings
Over 2-In-5 urban online users belong to lower socio-economic
classes
If in 2006 SEC ‘C’, ‘D’ and ‘E’ users comprised 34% of the internet user base,
then in 2007 their share has grown to 44%. While some of this growth can be
attributed to better representation of smaller towns in this year’s survey,
nonetheless it is indicative of a perceptible flattening of the internet user base.
Graph 1: Internet users by various socio-economic classes
Current Year

SEC A

SEC B

SEC C

SEC D

SEC E

40%
32%
30%
24%

23%

20%
14%
10%

7%

0%
All Users

Change from PY
10%

7%
2%
0%
c

0%

-5%

-5%

-10%

The shift has largely been in favour of SEC ‘D’ and ‘E’ and away from SEC ‘A’
and ‘B’, with SEC maintaining its proportions in the internet user base.
In terms of figures, at 8.1 million, SEC B users outnumber other socio-economic
groups. This is followed by SEC A at 6.1 million users, SEC C at 5.7 million users
and SEC D/E at 5.3 million users.

The smaller towns account for internet users across all SEC equally
The fact that almost 1 in 3 internet users (33%-35%) across the SEC groups come
from the smaller ‘other’ towns clearly indicate that the small towns are not far
behind the larger towns when it comes to the ‘spread’ of internet usage across
the various socio-economic strata. What it also indicates is that the biggest
cities in Indian urban landscape show ‘equally backward’ socio-economic
characteristics as the smaller cities, at least among the internet users if not
overall.

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Internet Users by Socio Economic Classification

Further, if ‘metro’ towns contribute proportionately more of the SEC ‘A’
internet user base (41%) as compared to the other towns, they do so in lieu of
lower contribution from the ‘larger’ non-metro towns (25%) rather than from
the ‘smaller’ non-metro towns (33%).
Graph 2: SEC profile of Internet users by city-market classes
M etro

Current Year

Urban uptowns

Emerging Towns

Others

50%
41%
33%
25%

36%

33%

33%
20%

17%
15%

13%
12%

36%

12%

35%

37%

35%

33%

15%
16%

14%16%

SEC D&E

All Users

0%
SEC A

SEC B

SEC C

The regional composition across SEC groups vary distinctly
South accounts for a higher proportion of internet users across socio-economic
groups with at least 1 in 3 internet user under each SEC group coming from this
region. Yet clear regional variations are visible at the individual SEC levels.
SEC A internet users have a distinctly higher share of north (29%), SEC B has a
relatively higher contribution from west (30%), SEC C has a very high south skew
(54%) and SEC D/E has a higher than average share from east (18%).
Graph 3: Regional distribution of Internet users by SEC class
North

Current Year

East

60%

West

54%

40%

37%

33%
23%
15%

26%

22%
11%

40%

35%

30%

29%
20%

South

18%

21%

22%
18%

22%

26%

12%

7%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

The southern tilt among SEC C users is also reflected in their relatively higher
preference for reading in southern vernacular languages.

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India Online 2007

Table 2: Preferred language of reading of Internet users by SEC class
Preferred language of
reading

SEC A

SEC B

SEC C

SEC D & E

All Users

English

54%

44%

34%

30%

41%

Hindi

18%

18%

17%

22%

19%

Telugu

5%

6%

9%

6%

6%

Tamil

4%

5%

10%

7%

6%

Marathi

3%

5%

5%

5%

5%

Malayalam

2%

3%

8%

4%

4%

Internet users from lower socio-economic groups are relatively
younger
There seems to be a direct correlation between an internet user’s SEC profile
and his/her age – the lower the SEC class, the lower the age profile as well.
While only 23% of SEC A users are ‘youth’ (13-24 years age groups), 66% SEC
D&E users belong to this ‘youth’ segment!
Further, the sharp fall in the proportion of ‘teenager’ as we move up the socioeconomic hierarchy is striking. While teenagers account for a sizeable 27% of
SEC D&E users, they constitute a negligible 1.4% of SEC A users.
Graph 4: Age distribution of Internet users by SEC class
13-18 yrs

Current Year
50%

19-24 yrs

25-35 yrs

44%
38%
30%

31%

27%

22%

25%

39%

37% 36%

36%

22%
8%

11%

11%

1%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Given the above age profile across SEC groups, not surprisingly, the incidence
of users who are the ‘chief wage earners’ of their households is significantly
higher among SEC A users at 56% compared to 32% among SEC D&E users.

The ‘male skew’ runs deeper among lower SEC classes
Though male users outweigh female users roughly 4:1 across all SEC classes, the
proportion of female users drops even further among lower SEC classes. SEC A
have a female user share of 20% whereas SEC D&E has only 15% female users.

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Internet Users by Socio Economic Classification

Graph 5: Gender profile of Internet users by SEC class
M ale

Current Year
100%
80%
80%

Female
86%

82%

81%

82%

60%
40%
20%

19%

18%

18%

15%

20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

The socio-economic class and affluence level of internet users go
hand-in-hand
Not surprisingly, there is a high correlation between the SEC profile and the
monthly income of internet users. The proportion of users belonging to ‘highincome’ households (Rs.50,000 upwards per month) steadily increases from 8%
among SEC D&E users to reach 20% among SEC A users.
Graph 6: Monthly Household Income (MHI) of Internet users by SEC class
Up to Rs. 10K

Current Year

10-30K

30-50K

70%

62%

60%
50%

45%

40%

45%

17%

20%
19%

49%
38%

37%

33%

30%
20%

Above 50K

39%

25%
12%
11%

10%

8%

10%
5%

10%13%

5%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Household asset ownerships also follow the same trend, especially for the more
evolved 'lifestyle' household and financial assets:
X

Ownership of cars (4-wheelers) is highest in SEC A at 47% and decreases
with lowering socio-economic level to touch 17% among SEC D&E.

X

Ownership of two-wheelers is higher among lower SECs – SEC C has the
highest incidence at 50%.

X

While half the SEC A users own at least one credit card (50%), 1-in-4 SEC C
users (26%) and 1-in-6 SEC D&E users (17%) own a credit card.

X

Ownership of a more evolved ‘lifestyle’ products such as AC, washing
machine, microwave, credit card, medical insurance, investments in
mutual funds/shares, etc are substantially lower among lower SEC classes.

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India Online 2007

X

However, the penetration levels of the more basic and essential ‘lifestyle’
products such as colour TV, mobile, refrigerator, homes, bank account,
etc. Are high across all SEC classes.

X

Interestingly, 58% of the SEC D&E users claim to own a PC/laptop at home,
which compares quite favourably with 79% ownership among the top-end
SEC A users. This seems on the higher side per se, but on a low overall
penetration base of internet, it may just be possible.

Table 3: Ownership levels of some key household assets among the Internet
users of various SEC classes
Asset

SEC A

SEC B

SEC C

SEC D & E

All Users

4 Wheeler

47%

30%

16%

17%

28%

Air Conditioner

39%

26%

14%

17%

25%

Microwave

37%

27%

15%

15%

24%

Washing Machine

70%

61%

47%

47%

57%

Computer/Laptop

79%

69%

59%

58%

67%

Camera

76%

67%

56%

56%

64%

Share of Companies

31%

22%

12%

12%

20%

Mutual Funds

34%

23%

16%

14%

22%

Credit Card

52%

39%

27%

20%

35%

Medical Insurance/CGHS

46%

36%

25%

20%

33%

Debit Card

65%

55%

47%

39%

52%

Life Insurance

73%

64%

55%

47%

61%

Bank Account

89%

84%

79%

72%

82%

Fridge

86%

78%

68%

66%

75%

Cable TV / DTH

81%

75%

67%

65%

72%

Color TV

95%

94%

91%

88%

92%

Mobile Phone

94%

91%

86%

86%

90%

Home

64%

59%

54%

56%

58%

Users from lower SEC classes are not too far behind in ‘extent’ of
internet usage, but they do lack in ‘depth’ of usage
Despite their relative ‘inexperience’ in the number of years of internet usage,
the extent (frequency and duration) of internet use among lower SEC users is
quite similar to that of higher SEC users.
In terms of experience, while 79% of the users from SEC A have been online for
2 years or more, the corresponding figure for SEC D&E users is much lower at
47%.

15

Internet Users by Socio Economic Classification

Graph 7: Internet usage experience in years across SEC classes
Up to 1 year

Current Year

1-2 years

M ore than 2 years

79%

80%

68%

63%
55%

60%

47%
40%
20%

11%

25%

17%15%

10%

32%
22%

20%

20% 16%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Yet, in comparison to the higher SEC users, the proportion of internet users
from lower SECs that accesses internet daily from home (86% versus 81%
respectively) or office (91% versus 79% respectively) is quite noteworthy.
Likewise, the share of ‘heavy’ internet users (those using the net for more than
2 hours a day) is also quite similar – 31% of SEC A users are heavy users from
office compared to 28% of SEC D&E users. On the home front, albeit home
access per se is much lower among SEC D&E (51% as against 72% among SEC A),
among those who do have access at home, the share of heavy users is actually
higher at 26% (versus 21% among SEC A users).
Graph 8: ‘Heaviness’ of Internet usage across SEC classes (based on duration of
usage per day)
Current Year
80%

Light users

68%

M edium users

Heavy users

69%

67%

67%

61%

60%

40%
25%
20%

21%

21%
11%

21%
13%

10%

22%
14%

12%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Other highlights with respect to internet access are:
X SEC A users access the internet from more places than lower SECs (average

of type of places among them is 2.1 versus 1.7 for SEC D&E).

X Home access is significantly more common in SEC A (72%) even when

compared to SEC B (60%).

X At 70%, access from office is fairly high among SEC D&E users per se, but

noticeably lower than SEC A at 86%.

16

India Online 2007

X Cyber cafes are only marginally more popular among lower SECs (49%

among SEC D&E versus 44% among SEC A).
X Broadband is the most widely used type of connection across SECs, though

relatively more among SEC A.
X Internet access from home during 9 am to 6 pm is more common among

lower SECs (28% among SEC D&E).

Online activity preferences do differ across socio-economic classes
Despite the top 10 online activities undertaken by net users across SEC classes
being highly similar (8 of the top 10 activities are exactly the same only their
respective rankings keep shifting among the 4 groups), they do show some
distinctions in their usage of online activities.
The distinction largely stems from the trend that SEC A users undertake
professional and e-commerce related activities relatively more while SEC D&E
users are relatively more occupied with online socializing and entertainment
such as music, chatting, gaming, dating/friendship etc. This could be a result of
both the age and income differences across higher and lower SEC classes
highlighted earlier.

17

Internet Users by Socio Economic Classification

Table 4: Level of usage of various online activities across SEC classes
Online Activity
Sample Base

SEC A

SEC B

SEC C

SEC D&E

All Users

3,829

5,345

2,353

2,726

14,253

Activities SEC A & B undertake relatively more
Buy online

59%

45%

36%

29%

43%

Check business / financial news

43%

32%

25%

18%

30%

Search work related info

61%

50%

46%

36%

49%

Net banking

41%

32%

27%

17%

30%

Buy other than travel products

34%

26%

20%

14%

24%

Check personal travel related info

38%

25%

19%

19%

26%

Business / professional networking

36%

27%

22%

19%

26%

Online bill payment

32%

22%

19%

15%

22%

Online stock trading

22%

13%

9%

6%

13%

Search for product information

52%

45%

41%

38%

45%

Check business travel related info

27%

18%

15%

13%

19%

E-greetings

63%

58%

56%

50%

57%

Check financial info

51%

45%

45%

39%

45%

Job search

77%

72%

76%

67%

73%

Check health & lifestyle info

35%

30%

29%

25%

30%

Check news

67%

60%

60%

58%

61%

Emailing

98%

96%

95%

91%

95%

Check real estate info

40%

35%

37%

35%

37%

Net telephony

15%

13%

12%

10%

13%

Activities that SEC D & E undertake relatively more
Check cinema content

25%

27%

31%

30%

28%

Mobile contents (ring tones,
games)

47%

48%

52%

54%

50%

Movies

27%

28%

30%

35%

29%

Music

56%

58%

63%

65%

60%

Chatting

55%

59%

60%

64%

59%

Screensavers / wallpapers

40%

47%

47%

50%

46%

Dating / friendship

47%

50%

53%

57%

51%

Online games

49%

53%

57%

60%

54%

Activities all SEC classes undertake fairly equally
Social networking / communities

47%

42%

44%

42%

44%

Comment on blog post

14%

12%

12%

10%

12%

Educational / learning material

50%

46%

47%

47%

48%

Astrology

46%

45%

48%

45%

46%

Matrimonial search

48%

46%

52%

47%

48%

Local language website usage

12%

11%

14%

10%

12%

Instant messaging

62%

62%

62%

61%

62%

Check Sports

57%

56%

60%

57%

57%

Adult content

18%

18%

18%

20%

18%

Share pictures

40%

39%

38%

43%

40%

18

India Online 2007

‘Blogging’ and membership of online communities are more prevalent among
higher SEC classes. Incidence of ‘blogging’ and membership of online
communities stand at 30% and 45% respectively among SEC A whereas they are
relatively lower among SEC D&E at 22% and 40% respectively.
Interestingly, local language website are relatively more popular among SEC C
users (14%) followed by SEC A users (12%). In the case of SEC C, the high
incidence of local language websites could be explained by this group’s aboveaverage share of south Indian users – usage of vernacular websites has been
found to be generally more common among internet users from South India.
This is further corroborated by the high preference (25%) for local language
content in Tamil by SEC C users. Among SEC A users, preference for Hindi is 20%
and Tamil 17%.
Table 5: Popularity of vernacular language content by SEC class
Language

SEC A

SEC B

SEC C

SEC D & E

All Users

Tamil

17%

17%

25%

18%

19%

Hindi

20%

21%

14%

25%

19%

Malayalam

12%

12%

20%

16%

15%

Telugu

14%

13%

15%

8%

13%

Marathi

12%

14%

11%

10%

12%

Kannada

5%

7%

7%

8%

6%

Bengali

9%

8%

2%

5%

6%

Gujarati

6%

2%

2%

4%

3%

Lower SEC users are quite responsive to online marketing stimuli
Almost 2-in-3 SEC D&E users (67%) have responded to at least one online
marketing stimulus in the past. The corresponding figure among SEC A users is
80%.
Interestingly, response to banner ads and online contests is slightly better
among SEC D&E users than among SEC C users.
However, for almost all online marketing stimuli, the higher SEC users are more
likely to respond vis-à-vis users from lower SECs i.e. the intensity of response is
marginally higher among higher SEC classes.
Graph 9: Response to online marketing stimuli by internet users of various SEC
classes
Clicked a banner ad
Participated in an online contest
Clicked a sponsored search ad

Current Year

60%

53% 51%
43%

40%

47%
43%

45%
37%

40%
37% 34%

39%
30%

47% 43%
37%

20%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

19

Internet Users by Socio Economic Classification

Lower SEC users buy online visibly less
Incidence of online buying increases twice over across the SEC spectrum – from
28% at the lower end (SEC D&E) to 56% at the top end (SEC A). Nonetheless, in
terms of numbers, a sizeable base of over 2 million online buyers from lower
SECs can be targeted for buying products and services online.
Graph 10: Online buying across SEC classes
Current Year

Buyers

Non-Buyers

80%

72%
62%

60%

57%

57%

55%
44%

45%

43%

38%

40%

28%

20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Google is relatively more popular at the top-end of the SEC ladder
while yahoo is stronger at the bottom end
Yahoo is recalled significantly more top of mind among lower SEC classes
(especially SEC D&E) compared to SEC A users amongst whom Google is
noticeably more salient.
Table 6: Most top of mind recalled websites across SEC classes (Top 5)
Website

SEC A

Sample Base

6,276

SEC B
9,218

SEC C

SEC D & E

4,108

4,831

All Users
24,433

Yahoo

27%

30%

30%

33%

30%

Google

32%

27%

27%

22%

27%

Rediff

13%

13%

12%

9%

12%

Orkut

3%

4%

5%

7%

5%

Gmail

4%

3%

4%

1%

3%

However, when it comes to actual usage, Google leads over Yahoo by a
significantly wider margin among SEC A users than Yahoo does over Google
among SEC D&E users. Rediff stands out somewhat for its equally good recall
and usage among the relatively higher SEC classes, while Orkut enjoys better
salience and usage among lower SEC classes.

20

India Online 2007

Table 7: Most used websites across SEC classes (Top 5)
Website

SEC A

Sample Base

3,792

SEC B

SEC C

5,268

2,331

SEC D & E
2,684

All Users
14,075

Google

35%

29%

28%

24%

29%

Yahoo

24%

27%

27%

30%

27%

Rediff

12%

12%

11%

8%

11%

Orkut

4%

7%

10%

12%

8%

Gmail

4%

4%

4%

3%

4%

For 12 of the 23 activities checked, the leading website remains the same as
among all internet users. In the case of the balance 11 activities, preferences
differ by SEC. These variations have been highlighted in the table below.
Table 8: The most popularly used website by specific online activities across
SEC class
SEC A
(Top Website,
% Prefer)

SEC B
(Top Website,
% Prefer)

SEC C
(Top Website,
% Prefer)

SEC D&E
(Top Website,
% Prefer)

Info Search – Local Languages

Google, 71%

Google, 75%

Google, 72%

Google, 80%

Info Search – English

Google, 81%

Google, 74%

Google, 74%

Google, 70%

Social Networking

Orkut, 65%

Orkut, 64%

Orkut, 69%

Orkut, 55%

Instant Messaging

Yahoo, 60%

Yahoo, 64%

Yahoo, 62%

Yahoo, 65%

Emailing

Yahoo, 46%

Yahoo, 51%

Yahoo, 56%

Yahoo, 63 %

Dating / Friendship

Orkut, 36%

Orkut, 35%

Orkut, 35%

Orkut, 36%

EBay, 39%

EBay, 34 %

EBay, 31%

EBay, 32%

Online Education

Google, 36%

Google, 32%

Google, 36%

Google, 31%

Job Search

Naukri, 46%

Naukri, 40%

Naukri, 30%

Monster, 36%

Espnstarsports, 28%

Espnstarsports, 30%

Espnstarsports, 25%

Espnstarsports, 32%

BM,33%

BM, Shaadi, 30%

BM, 28%

Shaadi, 30%

ICICIDirect, 41%

ICICIDirect, 34%

ICICIDirect, 33%

ICICIDirect, 25%

Yahoo, 18%

Yahoo, 21%

Yahoo, 23%

Yahoo, 27%

Online Activity

Online Shopping

Sports Content
Matrimonial Search
Online Share Trading
Astrology

Magicbricks, 19%

Google, 16%

Google, 25%

Google, Yahoo,
18%

Online Music

Raaga, 23%

Raaga, 22%

Raaga, 25%

Raaga, 20%

Online Games

Yahoo, 19%

Yahoo, 19%

Zapak, 17%

Zapak, 19%

Local language content

Google, 13%

Google, 13%

Yahoo, 11%

Google, 16%

Blog Site

Google, 21%

Yahoo, 21%

Google, 26%

Google, 23%

Makemytrip, 22%

Makemytrip, 18%

Google,17%

Yatra,19%

Moneycontrol, 18%

Moneycontrol, 15%

Google, 19%

Yahoo, 19%

Online News

NDTV, 16%

Yahoo, 15%

Yahoo, 17%

Yahoo, 14%

Mobile Content

Rediff, 15%

Yahoo, 14%

Google, 13%

Yahoo, 18%

Cinema Content

Google, 9%

Yahoo, 12%

Google, 12%

Yahoo, 17%

Real Estate Info

Online Travel
Financial News & Info

BM - Bharatmatrimony

21

Internet Users by Socio Economic Classification

Some other interesting highlight points across SEC classes are:
X While over 3-in-4 SEC A users (76%) are employed, only 2-in-5 SEC D&E

users are employed (39%).
X IT/Software are relatively more common functional fields among lower

SECs (C, D and E) while marketing and commerce backgrounds are more
common among SEC B users and finance background more so among SEC A
and B users.

X Proportion of SEC A users is slightly more from Metros (41%), SEC B users

from Urban Uptowns (17%) and SEC C users from Emerging Towns (20%).
X Except ‘slow website opening’, which internet users across all SEC classes

complain almost equally about, the higher SEC class internet users have
more internet related complaints (and hence are more demanding internet
users) than the lower SEC class users.
X Extent of TV viewing is relatively higher among SEC D&E users (16% of them

are heavy TV users compared to 10% among SEC A users). Time spent on
radio is also relatively higher among lower SEC classes.

X SEC A users spend slightly more time on reading the newspaper compared

to their peers from other SEC classes (16% of online SEC A are heavy
newspaper users against 13% among online SEC D&E).

22

India Online 2007

Detailed Findings

23

Internet Users by Socio Economic Classification

Reading the Graphs &
Tables
Chart: Age group distribution
Age 13-18 years
Age 25-35 years
Age 46-55 years
36%
31%

Current Year
40%

20%

Age 19-24 years
Age 36-45 years
Above Age 55 years

13%

11%

6%
2%

Current
year base

0%
All Users

Base: 25,060

Same series color as the current year
graph, showing an increase of 5% in the
proportion of 13 to 18 years age group

Change from
previous year

Change from PY
10%
5%

5%

1%

2%

1%

0%
-5%
-10%

-5%

-4%

Base: 25,060(CY), 20,268(PY)

Current
year base

Previous
year base

24

India Online 2007

Abbreviation for
Socio Economic
Classification

Table: Preferred websites - emailing
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Yahoo

52%

52%

55%

49%

81%

% Change

14%

12%

13%

24%

16%

Gmail

22%

22%

27%

22%

5%

-8.2%

16%

-9.8%

14%

-7.4%

Rediff

20%

16%

11%

19%

6%

% Change

12%

6%

2%

12%

-12.9%

% Change

Hotmail

Fields marked
with * means
that the field
is added this
year hence
not
comparable
to last year

4%

7%

4%

5%

4%

-29.8%

4%

-38.3%

-10.3%

-7.4%

0.9%

0.9%

0.6%

0.3%

2%

% Change

-1.3%

-2.9%

0.6%

-1.8%

1%

Indiatimes

0.9%

0.9%

0.0%

1%

0.4%

% Change

-2.3%

-6.5%

-4.8%

-45.1%

-4.2%

0.3%

0.4%

0.0%

3%

1%

% Change
Sify

Sancharnet/BSNL

SEC D & SEC E
clubbed
together

Current
year
figures

% Change
VSNL

A blank in this row
means that this
attribute was not
included in last
year’s survey &
therefore no
“change over
previous year” can
be presented

% Change
Lycos*

0.6%

0.1%

1%

0.0%

0.3%

-0.8%

-0.3%

-0.4%

0.2%

-0.5%

0.0%

0.3%

0.2%

0.0%

0.0%

0.0%

0.0%

0.1%

0.0%

0.0%

% Change
AOL*
% Change

Change
from
previous
year
figures

Base: 9,404(CY), 6,100(PY)

Current
year base

Previous
year base

25

Internet Users by Socio Economic Classification

Popularity of the
Activity
Table 9: Popularity of various internet activities
Activity

All Users (Proportion)

All Users (In Millions)

Emailing

95%

24.0

Job Search

73%

18.4

Instant messaging

62%

15.6

Check news

61%

15.4

Music

60%

15.1

Chatting

59%

14.9

Check Sports

57%

14.4

E-greetings

57%

14.4

Online games

54%

13.7

Dating/Friendship

51%

12.9

Mobile contents (ring tones / games, etc.)

50%

12.5

Search work related info

49%

12.3

Matrimonial search

48%

12.0

Educational / Learning material

48%

12.0

Screensavers/wallpapers

46%

11.5

Astrology

46%

11.5

Check financial info

45%

11.4

Search for product information

45%

11.2

Social networking / Communities

44%

11.0

Buy online

43%

10.9

Share pictures

40%

10.0

Check real estate info

37%

9.2

Check hobby related info

32%

7.9

Check business/Financial news

30%

7.6

Net banking

30%

7.6

Check health & lifestyle info

30%

7.6

Movies

29%

7.4

Check cinema content

28%

7.0

Check / read blogs

27%

6.7

Business/professional networking

26%

6.6

Check personal travel related info

26%

6.5

Buy other than travel products

24%

6.1

Look for Seminar/workshops

24%

6.0

Online bill payment

22%

5.6

Check business travel related info

19%

4.7

Adult content

18%

4.6

Online stock trading

13%

3.3

Net telephony

13%

3.2

Comment on blog post

12%

3.0

Local language website usage

12%

2.9

7%

1.7

Have a blog site of own

Base: 25,060

26

India Online 2007

Demographic Profile
Chart 11: Gender breakup
M ale

Current Year
100%
80%

Female
86%

82%

81%

82%

80%
60%
40%
20%

19%

18%

18%

15%

20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 1: Gender breakup
Change from PY
15%
10%

10%

8%

6%

5%

2%

2%

0%
-2%

-5%
-10%
-15%

-10%

-8%

-2%
-6%

Base: 25,060(CY), 20,268(PY)

27

Internet Users by Socio Economic Classification

Chart 12: Age group distribution
13-18 yrs

Current Year
50%

19-24 yrs

25-35 yrs

44%
38%

40%
30%

30%

39%

37% 36%

31%

27%

22%

36%

22%

20%
11%

11%

8%

10%
1%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 2: Age group distribution
Change from PY
20%
10%
0%
-10%
-20%

20%
7%

3%

5%

0.4%
-0.3%
-4%

-1%

-4%

-5% -4%

-8%
-11%

-12% -13%

Base: 25,060(CY), 20,268(PY)

28

India Online 2007

Chart 13: City class - by population size
Up to 1 Lakh

Current Year

1-5 Lakhs

5-10 Lakhs

Above 10 Lakhs

60%
49%

45%

42%

40%
25%
20%

16%
10%

27%
16%
12%

31%
13% 15%

45%

42%
34%

29%
15%

12%12%

12%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

29

Internet Users by Socio Economic Classification

Chart 14: City class - by market size
M etro

Current Year

Urban uptowns

Emerging Towns

Others

50%
41%
40%

33%

36%

33%

36%

33%

35%

37%

35%

33%

30%
20%

13%
12%

20%

17%
15%

16%
15%

16%
14%

SEC D&E

All Users

12%

10%
0%
SEC A

SEC B

SEC C

Base: 25,060

Chart 3: City class - by market size
Change from PY
15%
20%
10%

20%

17%
6%

6%

17%

16%
10%
4%

0%
-10%
-20%

-1%
-8%
-14%

-6%
-10%

-30%

-4%

-9%

-2%
-11%

-17%
-29%

Base: 25,060(CY), 20,268(PY)

30

India Online 2007

Table 10: Top 10 cities
Cities
Delhi

SEC A

SEC B

SEC C

SEC D&E

All Users

14%

12%

11%

10%

12%

% Change

7%

9%

8%

6%

-3.3%

Mumbai

8%

10%

10%

11%

10%

% Change

0.0%

-1.9%

-4.0%

-6.5%

-5.0%

Bangalore

6%

7%

7%

6%

6%

% Change

1%

1%

-3.4%

-8.4%

-3.0%

Hyderabad

7%

5%

5%

4%

5%

% Change

3%

1%

-0.2%

-9.2%

-1.5%

Chennai

5%

4%

4%

3%

4%

% Change

2%

1%

-2.6%

-6.8%

-1.4%

Kolkata

4%

4%

3%

2%

3%

-1.4%

-0.1%

0.4%

2%

-2.2%

3%

3%

2%

2%

3%

0.8%

-0.2%

-0.4%

-1.9%

-1.4%

2%

2%

2%

1%

2%

0.3%

0.2%

0.5%

-0.3%

-0.6%

% Change
Pune
% Change
Ahmadabad
% Change
Lucknow

2%

2%

0.9%

0.8%

1%

% Change

-2.7%

-2.6%

-3.1%

0.8%

-0.2%

Coimbatore

0.7%

0.9%

0.9%

1%

0.9%

% Change

0.1%

-0.1%

-0.4%

-3.5%

-0.4%

Base: 25,060(CY), 20,268(PY)

31

Internet Users by Socio Economic Classification

Chart 15: Region-wise break-ups
North

Current Year

East

60%

West

54%

40%

37%

33%
23%
15%

26%

22%
11%

40%

35%

30%

29%
20%

South

21%

18%

22%
18%

22%

26%

12%

7%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 4: Region-wise break-ups
Change from PY
20%

16%
7% 8%

6%

10%
1% 2%

-0.3%

0%
-10%
-20%

-1%

7%

3%

2%

1%

6% 6%

-1%
-9%

-8%
-15%

-18%

-13%

Base: 25,060(CY), 20,268(PY)

32

India Online 2007

Table 11: Preferred language of reading
Language

SEC A

SEC B

SEC C

SEC D&E

All Users

54%

44%

34%

30%

41%

-17.7%

-11.7%

-19.0%

-23.7%

-18.3%

18%

18%

17%

22%

19%

% Change

6%

-1.9%

-4.0%

3%

0.7%

Telugu

5%

6%

9%

6%

6%

% Change

3%

3%

7%

2%

4%

Tamil

4%

5%

10%

7%

6%

% Change

1%

2%

7%

2%

3%

Marathi

3%

5%

5%

5%

5%

% Change

1%

2%

1%

-1.0%

1%

Malayalam

2%

3%

8%

4%

4%

% Change

English
% Change
Hindi

-0.5%

-0.2%

0.7%

3%

0.4%

Gujarati

3%

4%

3%

4%

4%

% Change

2%

3%

2%

3%

2%

Kannada

2%

3%

5%

4%

4%

0.9%

2%

3%

-0.1%

2%

% Change
Bengali

3%

3%

3%

3%

3%

% Change

1%

0.9%

2%

3%

2%

Oriya

2%

2%

2%

5%

3%

% Change

2%

0.8%

0.3%

5%

2%

Base: 25,060(CY), 20,268(PY)

33

Internet Users by Socio Economic Classification

Socio-Economic Profile
Chart 16: Socio economic classification
Current Year

SEC A

SEC B

SEC C

SEC D

SEC E

40%
32%
30%
24%

23%

20%
14%
10%

7%

0%
All Users

Base: 25,060

Chart 5: Socio economic classification
Change from PY
10%

7%

0.3%

2%

0%

-5%

-5%

-10%

Base: 25,060(CY), 20,268(PY)

34

India Online 2007

Chart 17: Highest educational qualification
College but not Graduate
Graduate & above - general stream
Graduate & above - professional stream

Current Year
65%

70%

57%

60%
50%
40%

39%

35%

30%

0%

23%

26%

19%

18%

20%
10%

53%

49%

25%

14%
4% 2%

1%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 6: Highest educational qualification
Change from PY
30%

21%

28%

22%

22%

15%

4% 5%

2%
0%
-15%

-10%

-4%

-3%

-8%

-30%

-4%

-6%
-16%
-28%

Base: 25,060(CY), 20,268(PY)

35

Internet Users by Socio Economic Classification

Chart 18: Occupational break up
Unemployed

Current Year

Employed

76%

80%

65%

62%

62%

61%

60%
38%

35%

40%

39%

38%

24%
20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 7: Occupational break up
Change from PY
50%
43%

34%

25%

14%
2%

0%

-1% 1%
-2%

-14%

-25%

-34%
-50%

-43%

Base: 25,060(CY), 20,268(PY)

36

India Online 2007

Chart 19: Function / field of occupation
Current Year
60%

IT/SW

M ARCOM

55%

Finance
54%

51%

50%

Others
58%
54%

40%
30%
20%

18%
16%
12%

10%

21%
16%
11%

21%
16%
9%

19%
18%
10%

19%
18%
6%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 15,219

37

Internet Users by Socio Economic Classification

Chart 20: Head of the household
Head of the household

Current Year

Not head of the household

80%
60%

68%
56%

49% 51%
44%

53%

53%

47%

47%
32%

40%
20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 8: Head of the household
Change from PY
40%
20%

32%

28%

26%

23%

12%

0%
-20%
-40%

-12%
-32%

-28%

-26%

-23%

Base: 25,060(CY), 20,268(PY)

38

India Online 2007

Economic Profile
Chart 21: Monthly family income
Up to Rs. 10K

Current Year

10-30K

30-50K

70%

62%

60%
50%

45%

45%

40%
17%

49%
38%

37%

33%

30%
20%

Above 50K

39%

25%

20%
19%

12%
11%

13%
10%

8%

10%

10%

5%

5%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 21,343

Chart 9: Monthly family income
Change from PY
20%
10%

5%

6%

11%
7%
6%

9%

5%
2%

8%
1%

0%
-10%

-3%
-8%

-12%

-20%
-30%

-16%

2%

5%

4%

5%

-13%

-24%

Base: 21,343(CY), 20,268(PY)

39

Internet Users by Socio Economic Classification

Chart 22: Most expensive vehicle owned by the household
2 Wheeler

Current Year

4 Wheeler

Others

60%
50%

47%

45%

45%
40%

36%

44%

30%

28%

20%

16%
7%

4%

17%
11%

15%

9%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 10: Most expensive vehicle owned by the household
Change from PY
20%

15%

15%

8% 7%

10%
5%

-10%

-4%

8%
5%

5%

0.4%

0%
-5%

10%

3%

2%

2%

9%

-3%

-3%

Base: 25,060(CY), 20,268(PY)

40

India Online 2007

Chart 23: Ownership of credit cards (individually)
Don't own a credit card

Current Year
100%

83%

80%
60%

Own a Credit Card

74%

64%
50%

67%

50%
37%

40%

34%

26%
17%

20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 11: Ownership of credit cards (individually)
Change from PY
17%

20%

10%

10%

3%

7%

4%

0%
-10%
-20%

-3%

-4%
-10%

-7%

-17%

Base: 25,060(CY), 20,268(PY)

41

Internet Users by Socio Economic Classification

Table 12: Household asset ownership
Asset

SEC A

SEC B

SEC C

SEC D&E

All Users

Color TV

95%

94%

91%

88%

92%

% Change

0.5%

5%

2%

6%

3%

Mobile Phone

94%

91%

86%

86%

90%

% Change

0.9%

9%

6%

9%

5%

Bank Account*

89%

84%

79%

72%

82%

86%

78%

68%

66%

75%

-2.4%

8%

2%

23%

4%

% Change
Fridge
% Change
Cable TV connection/DTH
% Change
Computer/Laptop
% Change
Camera*

81%

75%

67%

65%

72%

-7.5%

-0.4%

-5.6%

1%

-4.6%

79%

69%

59%

58%

67%

9%

20%

26%

32%

18%

76%

67%

56%

56%

64%

% Change
Landline Phone
% Change
Life Insurance
% Change
Home
% Change
Washing Machine
% Change

73%

65%

54%

54%

62%

-5.5%

0.8%

-3.9%

15%

-1.9%

73%

64%

55%

47%

61%

-3.5%

9%

2%

8%

1%

64%

59%

54%

56%

58%

-11.1%

-10.4%

-7.5%

-6.0%

-10.0%

70%

61%

47%

47%

57%

-4.6%

9%

3%

14%

2%

64%

57%

48%

49%

55%

65%

55%

47%

39%

52%

% Change

3%

15%

9%

9%

7%

Credit Card

52%

39%

27%

20%

35%

Music System/DVD/MP3*
% Change
Debit Card

% Change
Fixed Deposits*

2%

18%

12%

6%

8%

47%

36%

25%

25%

34%
33%

% Change
Medical Insurance/CGHS

46%

36%

25%

20%

-1.9%

11%

6%

6%

3%

39%

26%

14%

17%

25%

% Change

1%

10%

5%

13%

5%

Microwave

37%

27%

15%

15%

24%

% Change
Air Conditioner

% Change
Mutual Funds
% Change
Demat Account*

2%

10%

7%

9%

5%

34%

23%

16%

14%

22%

-7.1%

3%

1%

6%

-1.2%

32%

22%

14%

12%

21%

28%

21%

14%

15%

20%

31%

22%

12%

12%

20%

13%

11%

8%

10%

10%

% Change
Video Camera*
% Change
Share of Companies*
% Change
IPod*
% Change
Chit Fund Deposits
% Change

7%

7%

7%

6%

7%

-36.7%

-17.8%

-10.1%

-2.4%

-19.9%

Base: 25,060(CY), 20,268(PY)

42

India Online 2007

Chart 24: Current loan liabilities
Current Year
50%

Home Loan

Two - wheeler Loan
48%

45%

44%

43%

Car Loan

45%

40%
30%
20%

20%
10%

13%

15%

13%

10%

14%

13%

7%

7%

12%

SEC C

SEC D&E

All Users

0%
SEC A

SEC B

Base: 25,060

43

Internet Users by Socio Economic Classification

Net Usage Status
Chart 25: Years of experience in using internet
Up to 1 year

Current Year

1-2 years

M ore than 2 years

79%

80%

68%

63%
55%

60%

47%
40%
20%

17%
15%

11%
10%

32%

25%

22%

20%

20%

16%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 12: Years of experience in using internet
Change from PY
10%

8%

5%
5%

1%
-0.2%

0%
-5%
-10%

-1%

-2%
-3%

-1%

2% 1%

0.3%
-2%

1%

-2%

-7%

Base: 25,060(CY), 20,268(PY)

44

India Online 2007

Chart 26: Place of accessing internet
Home

Current Year
100%
80%

Place of work (office / school / college)

86%

78%

72%

Cyber cafe

78%

78%
70%

60%

60%

47%

44%

51%

48%

51%

49%

59%

47%

40%
20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 13: Place of accessing internet
Change from PY
40%

33%

30%
20%
10%

26%
19%
12%

19% 16%
8%

19%
13%

9%

8%

1%

0%
-10%

-1%

-2%

-6%

Base: 25,060(CY), 20,268(PY)

45

Internet Users by Socio Economic Classification

Chart 27: Type of internet connection at home
Regular Dial Up

Current Year
80%

70%

Broadband

69%

65%

Others
68%

64%

60%
40%
20%

16%
9%

17%

15%

9%

9%

15%

12%

16%

10%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,856

Chart 14: Type of internet connection at home
Change from PY
30%
20%

21%

19%

10%

16%

13%

11%

7%

3%

4%

0%
-10%
-20%

-1%
-11%

-12%

-11%

-8%

-1%
-11%

Base: 14,856(CY), 13,221(PY)

46

India Online 2007

Chart 28: Type of internet connection at office
Regular Dial Up

Current Year
70%

63%

Broadband

63%

60%

Others
61%

58%

60%
50%
40%
30%
16%

20%
10%

12%

7%

7%

11%

8%

12%

7%

13%

7%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 19,740

Chart 15: Type of internet connection at office
Change from PY
15%

13%

9%

10%

7%

9%

3%

5%

3%

1%

0%
-5%
-10%

-7%

-4%

-1%

-2%
-6%

-5%

-6%

-6%

Base: 19,740(CY), 14,655(PY)

47

Internet Users by Socio Economic Classification

Chart 29: Service provider subscribed to at home
Current Year
40%

BSNL/Sancharnet
37%

37%

Airtel/Bharti
34%

VSNL / Tata
35%

33%

30%
20%

18%

17%
11%

11%

9%

10%

18%

16%

17%
10%

9%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,856

Chart 16: Service provider subscribed to at home
Change from PY
13%

15%
9%

8%

10%
5%

-0.3%

0%
-5%

7%

4%

-1%

-2%

-3%

-2%

-10%

-6%

2%

-4%

-3%

-2%

Base: 14,856(CY), 13,554(PY)

48

India Online 2007

Chart 30: Service provider subscribed to at office
Current Year

BSNL/Sancharnet

Airtel/Bharti

VSNL / Tata

40%
31%
28%

30%
20%

14%

12%

17%

28%

28%

25%
15%
11%

15%

14%

12%

10%

10%

11%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 19,740

Chart 17: Service provider subscribed to at office
Change from PY
10%
5%

3%

6%

2%

2%

0.3%

4%

2%

0.3%

2%

3%

0%
-5%
-10%

-7%

-15%

-6%

-6%

-7%
-10%

Base: 19,740(CY), 14,721(PY)

49

Internet Users by Socio Economic Classification

Net Usage Dynamics
Chart 31: Frequency of accessing internet from home
At least once daily
Less than once a week

Current Year
100%

86%

84%

Weekly, but not daily

82%

84%

81%

80%
60%
40%
13%

20%

1%

17%

15%

14%

4%

2%

14%
2%

2%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,231

Chart 18: Frequency of accessing internet from home
Change from PY
15%
10%
5%

6%

14%

12%

9%

8%

6% 6%

5%

1%

0%
-5%

-1%

-10%

-0.1%
-2%

-1%

-1%
-8%

Base: 14,231(CY), 13,649(PY)

50

India Online 2007

Chart 32: Frequency of accessing internet from office
At least once daily
Less than once a week

Current Year
100%

91%

87%

Weekly, but not daily

85%

86%

79%

80%
60%
40%
20%

2%

2%

0%

SEC A

17%

13%

10%

8%

SEC B

3%

5%

2%

SEC C

11%

SEC D&E

All Users

Base: 17,617

Chart 19: Frequency of accessing internet from office
Change from PY
15%
10%
5%

7%

5%
2%

2%

0%
-5%

14%

11%

-0.4%

-10%

2%

0.2%
-0.4%

-1%

-0.1%

-2%

-4%
-8%

Base: 17,617(CY), 14,274(PY)

51

Internet Users by Socio Economic Classification

Chart 33: Time of the day accessing internet from home
M idnight to 9.00 AM

Current Year

59%

60%

9.00 AM -6.00 PM

6.00 PM - 12.00 M idnight

55%

53%

54%
45%

40%
28%
22%

20%

20%

15%

9%

9%

20%
9%

8%

8%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 13,905

Chart 20: Time of the day accessing internet from home
Change from PY
10%
5%

4%

2%

5%
2%

4%
1%

2%

2%

2%

0%
-1%

-5%
-10%

-7%

-10%

-15%

-11%

-9%

-7%

Base: 13,905(CY), 13,345(PY)

52

India Online 2007

Chart 34: Time of the day accessing internet from office
Current Year
60%

M idnight to 9.00 AM

9.00 AM -6.00 PM

53%

54%

6.00 PM - 12.00 M idnight

59%

57%

55%

40%

20%

12%

9%
2%

4%

16%

12%
5%

4%

12%
4%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 17,680

Chart 21: Time of the day accessing internet from office
Change from PY
5%
0.0%

0%
-1% -1% -1%
-5%

-0.6%

-1%

-0.4%

0.0%
-0.4%

-0.3%

-3%

-3%
-5%

2%

-6%

-10%

Base: 17,680(CY), 14,305(PY)

53

Internet Users by Socio Economic Classification

Chart 35: Duration of PC usage from home
Light users

Current Year
80%

68%

M edium users

Heavy users

69%

67%

67%

61%

60%

40%
25%
21%

21%

20%

11%

21%
13%

22%
14%

10%

12%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 15,214

Chart 22: Duration of PC usage from home
Change from PY
4%

5%

2%

2%

1%
0.3%

1%

0.2%

2%

2%

1%

0%
-2%
-5%

-2%

-3%
-4%

-4%

Base: 15,214(CY), 15,041(PY)

54

India Online 2007

Chart 36: Duration of internet usage from home
Current Year
50%

Light users

45%

42%

41%
40%

M edium users

30%

43%
35%

33%
26%

23%

21%

41%
38%

36%

33%

Heavy users

22%

20%

20%
10%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,015

Chart 23: Duration of internet usage from home
Change from PY
10%

7%

6%
3%

5%

5%

5%

0%
-5%

-1%

-1% -2%
-5%

-1%

-1%

-3%

-3%

-2%

-6%

-10%

Base: 14,015(CY), 13,248(PY)

55

Internet Users by Socio Economic Classification

Chart 37: Duration of PC usage from office
Light users

Current Year
47%

50%

M edium users

49%

Heavy users

49%

47%
42%
38%

40%
30%

28%

29%
25%

31%

29%
22%

22%

20%

SEC B

SEC C

SEC D&E

20%

22%

10%
0%
SEC A

All Users

Base: 18,200

Chart 24: Duration of PC usage from office
Change from PY
20%
10%
0%

0.1%

15%

2%

1% 0.3%
-2%

-2%

-10%
-20%

1% 2%

2%

-3%

-3%

1%
-3%

-13%

Base: 18,200(CY), 14,961(PY)

56

India Online 2007

Chart 38: Duration of internet usage from office
Light users

Current Year
50%

48%

45%

42%

M edium users

Heavy users

47%

45%

40%
30%

27%

31%
26%

29%

28%

27% 26%

29%

25%

26%

SEC D&E

All Users

20%
10%
0%
SEC A

SEC B

SEC C

Base: 17,100

Chart 25: Duration of internet usage from office
Change from PY
10%

8%
2%

5%
0.1%
0%
-5%

4%

-2%

2%

2%

0.3%

2%

2%

1%

-2%

-10%

-3%

-5%
-10%

Base: 17,100(CY), 13,934(PY)

57

Internet Users by Socio Economic Classification

Chart 39: Time spent by internet users on watching TV
Light users

Current Year
50%

46%

M edium users

44% 43%

44%

42% 44%

Heavy users
44%

44%
40%

40%

43%

30%
20%

16%

14%

13%

10%

13%

10%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 21,962

Chart 26: Time spent by internet users on watching TV
Change from PY
10%
5%

8%

5%

5%

4%

5%

0%
-5%

-2%

-3%

-2%

-10%

-3%

-1%
-3%

-2%

-2% -3%

-6%

Base: 21,962(CY), 18,555(PY)

58

India Online 2007

Chart 40: Time spent by internet users on reading newspaper
Light users

Current Year

M edium users

60%
50%

41% 44%

45%

51%

47%
42%

Heavy users

46%

41%

41%

36%

40%
30%
20%

16%

13%

14%

13%

12%

10%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 22,501

Chart 27: Time spent by internet users on reading newspaper
Change from PY
27%
30%
15%
20%
10%
0%
-10%
-20%
-30%
-40%
-50%
-42%

27%

26%

12%

-39%

10%

-36%

26%

20%

12%

12%

-32%

-38%

Base: 22,501(CY), 19,016(PY)

59

Internet Users by Socio Economic Classification

Chart 41: Time spent by internet users on listening to radio
Light users

Current Year
76%
80%

M edium users

Heavy users
72%

72%

72%

65%

60%

40%
20%

19%

16%

19%
14%

9%

9%

8%

21%

19%

10%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,785

Chart 28: Time spent by internet users on listening to radio
Change from PY
10%
5%

2%

-0.3%

0%
-5%

-2%

9%

7%
2%

2%

-0.3%
-1%

-2%

3%
0.1%
-3%

-5%

-10%
-15%

-11%

Base: 14,785(CY), 12,358(PY)

60

India Online 2007

Preferred Net Activities
Table 13: Popularity of various internet activities
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Emailing

98%

96%

95%

91%

95%

% Change

9%

12%

9%

7%

0.8%

Job Search

77%

72%

76%

67%

73%

% Change

33%

20%

16%

6%

20%

Instant messaging

62%

62%

62%

61%

62%

% Change

24%

25%

27%

27%

25%

Check news

67%

60%

60%

58%

61%

% Change

10%

10%

5%

10%

8%

Music

56%

58%

63%

65%

60%

9%

9%

15%

20%

12%

Chatting

55%

59%

60%

64%

59%

% Change

10%

8%

13%

5%

10%

Check Sports

57%

56%

60%

57%

57%

% Change

25%

19%

21%

25%

22%

E-greetings

63%

58%

56%

50%

57%

% Change

3%

3%

1%

-7.5%

0.5%

Online games

49%

53%

57%

60%

54%

% Change

17%

17%

20%

29%

20%

Dating/Friendship

47%

50%

53%

57%

51%

% Change

25%

24%

23%

21%

25%

Mobile contents (ring tones / games, etc.)*

47%

48%

52%

54%

50%

61%

50%

46%

36%

49%

% Change

% Change
Search work related info
% Change

2%

3%

2%

-4.8%

-0.5%

Matrimonial search

48%

46%

52%

47%

48%

% Change

35%

30%

37%

31%

33%

50%

46%

47%

47%

48%

-9.5%

-4.7%

3%

-1.1%

-4.0%

Educational / Learning material
% Change
Screensavers/wallpapers

40%

47%

47%

50%

46%

-6.1%

-1.3%

-3.3%

3%

-2.1%

Astrology

46%

45%

48%

45%

46%

% Change

10%

11%

17%

15%

12%

Check financial info

51%

45%

45%

39%

45%

% Change

28%

31%

33%

29%

30%

Search for product information

52%

45%

41%

38%

45%

6%

11%

9%

12%

8%

47%

42%

44%

42%

44%

Buy online

59%

45%

36%

29%

43%

% Change

16%

18%

15%

11%

15%

Share pictures

40%

39%

38%

43%

40%

% Change

% Change
Social networking / Communities*
% Change

61

Internet Users by Socio Economic Classification

Activity
% Change

SEC A

SEC B

SEC C

SEC D&E

All Users

5%

6%

8%

8%

7%

Check real estate info

40%

35%

37%

35%

37%

% Change

25%

26%

29%

26%

26%

Check hobby related info

36%

32%

27%

31%

32%

% Change

21%

21%

19%

27%

21%

Check business/Financial news*

43%

32%

25%

18%

30%

41%

32%

27%

17%

30%

8%

11%

8%

5%

7%

35%

30%

29%

25%

30%

-2.2%

-1.3%

1%

-3.7%

-2.0%

27%

28%

30%

35%

29%

25%

27%

31%

30%

28%

4%

0.7%

4%

0.2%

3%

30%

27%

27%

22%

27%

Business/professional networking

36%

27%

22%

19%

26%

% Change

36%

27%

22%

19%

12%

Check personal travel related info

38%

25%

19%

19%

26%

% Change

11%

10%

7%

11%

9%

Buy other than travel products*

34%

26%

20%

14%

24%

Look for Seminar/workshops

35%

22%

20%

17%

24%

% Change

10%

4%

3%

5%

5%

Online bill payment

32%

22%

19%

15%

22%

% Change

12%

10%

8%

4%

8%

Check business travel related info

27%

18%

15%

13%

19%

7%

7%

4%

-1.3%

19%

18%

18%

18%

20%

18%

7%

6%

7%

12%

7%

22%

13%

9%

6%

13%

% Change
Net banking
% Change
Check health & lifestyle info
% Change
Movies*
% Change
Check cinema content
% Change
Check / read blogs*
% Change

% Change

% Change
Adult content
% Change
Online stock trading
% Change

4%

2%

-4.3%

-3.5%

-0.4%

15%

13%

12%

10%

13%

4%

4%

4%

2%

3%

14%

12%

12%

10%

12%

Local language website usage

12%

11%

14%

10%

12%

% Change

12%

11%

14%

10%

-30.3%

8%

6%

7%

6%

7%

Net telephony
% Change
Comment on blog post*
% Change

Have a blog site of own*
% Change

Base: 14,253(CY), 17,263(PY)

62

India Online 2007

Chart 42: Professional activities
Current Year
100%
80%

Emailing - work related

90%

85%

77%

Job Search

81%
76%
62%

72%
62%

62%

Instant messaging
83%

74%

60%

73%

67%
61%

62%

`

40%
20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,253

Chart 29: Professional activities
Change from PY
40%
33%
25%

24%

27%

20%

20%

27%

16%

25%

6%

0.3%
0%

20%

-0.3%
-5%

-20%

-3%
-10%

Base: 14,253(CY), 17,277(PY)

63

Internet Users by Socio Economic Classification

Chart 43: Personal activities
Current Year
100%

Emailing - personal

94%

80%

90%
67%

60%
55%

60%

Check news
89%

89%

83%
60%

59%

Chatting

60%

58%

64%

61%

59%

40%
20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,253

Chart 30: Personal activities
Change from PY
15%
10% 10%
10%
5%

1%

13%
10%
3%

10%

10%

8%

8%
2%

5%

5%

1%

0%
-5%

-3%

Base: 14,253(CY), 17,277(PY)

64

India Online 2007

Chart 44: Downloading activities
M usic

Current Year
70%
60%

58%

56%
49%

50%

Online games

M obile contents (ring tones/games)

63%
53%
48%

47%

65% 60%

57%
52%

60%
54%

54%
50%

40%
30%
20%
10%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,253

Chart 31: Downloading activities
Change from PY
40%
29%

30%
22%
20%
10%

19%

17%
9%

17%
9%

20%
15%

22%

20%

22%

23%

20%
12%

0%

Base: 14,253(CY), 17,271(PY)

65

Internet Users by Socio Economic Classification

Chart 45: E-commerce related activities
Current Year
70%

E-greetings

63%

60%

Check financial info

59%

50%

51%
46%

45%

40%

58%

57%

51%

46%
40%
35%

38%

35%

40%

Check real estate info

37%

30%
20%
10%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,043

Chart 32: E-commerce related activities
Change from PY
40%

29%

30%

32%
26%

25%

33%
30%

30%
27%

30%
27%

20%
10%

4%

4%

2%

1%

0%
-10%

-6%

Base: 14,043(CY), 17,263(PY)

66

India Online 2007

Chart 46: Online shopping
Buyers

Current Year

Non-Buyers

80%

72%
62%

60%

57%

57%

55%
44%

45%

43%

38%

40%

28%

20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,253

Chart 33: Online shopping
Change from PY
30%
17%

21%

14%

15%

11%

0%

-30%

-17%

-21%

-14%

-11%

-15%

Base: 14,253(CY), 20,268(PY)

67

Internet Users by Socio Economic Classification

Chart 47: Response to online marketing stimulus
Clicked a banner ad
Participated in an online contest
Clicked a sponsored search ad

Current Year

60%

53%

51%
43%

47%
43%
37%

40%

40%
37%

47%

45%
39%
34%

43%
37%

30%

20%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 10,888

Chart 34: Response to online marketing stimulus
Change from PY
20%
14%
10%

17%

15%
6%

2%

13%

9%
2%

0%
-1%

-10%
-9%
-20%

-10%

-14%

-4%
-15%

-12%

Base: 10,888(CY), 15,715(PY)

68

India Online 2007

Chart 48: Blogging activities
Check/read blogs
Have a blog site of own

Current Year
80%

69%

71%

67%

Comment on blog post
None of the above
75%

70%

60%
40%
20%

30%

27%

14%

27%

12%
8%

12%
6%

7%

SEC B

SEC C

22%
10%
6%

27%
12%
7%

0%
SEC A

SEC D&E

All Users

Base: 14,253

69

Internet Users by Socio Economic Classification

Chart 49: Member of an online community
Not a member of any online community
M ember of an online community

Current Year
70%
60%

62%

55%

59%

45%

50%

38%

40%

59%

60%
41%

40%

41%

SEC D&E

All Users

30%
20%
10%
0%
SEC A

SEC B

SEC C

Base: 14,253

70

India Online 2007

Table 14: Membership by type of online community
Membership

SEC A

SEC B

SEC C

SEC D&E

All Users

Not a member of any online community

55%

62%

59%

60%

59%

Alumni & Schools

11%

7%

5%

4%

7%

Computers & Internet

4%

5%

7%

6%

5%

Romance & Relationships

4%

5%

5%

5%

5%

Business / Professional community

6%

3%

3%

1%

3%

Music

2%

3%

3%

4%

3%

Schools & Education

3%

2%

2%

4%

3%

Games

2%

2%

2%

4%

2%

Individuals

3%

1%

3%

2%

2%

Arts & Entertainment

1%

2%

2%

2%

2%

Base: 14,253

71

Internet Users by Socio Economic Classification

Table 15: Most used local language websites (other than English)
Language

SEC A

SEC B

SEC C

SEC D&E

All Users

Tamil

17%

17%

25%

18%

19%

Hindi

20%

21%

14%

25%

19%

Malayalam

12%

12%

20%

16%

15%

Telugu

14%

13%

15%

8%

13%

Marathi

12%

14%

11%

10%

12%

Kannada

5%

7%

7%

8%

6%

Bengali

9%

8%

2%

5%

6%

Gujarati

6%

2%

2%

4%

3%

2%

2%

1%

0.0%

1%

0.0%

0.6%

2%

0.0%

0.8%

Oriya
Konkani

Base: 1,388

72

India Online 2007

Table 16: Online activities desired in other languages
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Email

55%

61%

65%

65%

61%

Chatting

39%

45%

48%

53%

46%

Entertainment

39%

44%

46%

51%

45%

Search information

32%

32%

34%

33%

33%

Online news

32%

31%

32%

29%

31%

Online learning / education

30%

30%

31%

32%

31%

Astrology

23%

24%

24%

22%

23%

Online shopping

19%

19%

17%

15%

18%

Travel related information

19%

17%

15%

14%

16%

Matrimony

14%

13%

14%

13%

13%

Blog

13%

12%

12%

9%

12%

Not Interested

25%

22%

18%

17%

21%

Base: 14,253

73

Internet Users by Socio Economic Classification

Chart 50: Problems faced while surfing the internet
Current Year
70%
60%

Slow website opening

62%
60%
57%

Spam / junk mails

65%

61%

62%

59%
49%

50%

Virus / spyware

50%
46%

49%

46%

40%

44%

49%

36%

30%
20%
10%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 14,252

74

India Online 2007

Table 17: Preferred websites - emailing
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Yahoo

46%

51%

56%

63%

53%

% Change

14%

12%

13%

24%

16%

Gmail

26%

20%

19%

14%

20%

% Change

10%

8%

9%

5%

8%

Rediff

19%

19%

18%

15%

18%

-2.9%

-6.8%

-3.7%

-12.6%

-5.9%

% Change
Hotmail
% Change
Sify

6%

7%

5%

5%

6%

-8.6%

-1.8%

-6.5%

-6.0%

-5.7%

1%

1%

0.7%

1%

1%

% Change

-2.2%

-2.9%

-2.3%

-2.2%

-2.5%

Indiatimes

1%

0.9%

1%

0.8%

0.9%

% Change

-9.0%

-8.8%

-9.2%

-7.7%

-8.9%

0.8%

0.8%

0.4%

0.6%

0.7%

0.7%

0.5%

0.4%

0.4%

0.5%

-0.8%

-0.3%

-0.4%

0.2%

-0.5%

0.1%

0.2%

0.2%

0.1%

0.2%

0.0%

0.2%

0.0%

0.1%

0.1%

Sancharnet/BSNL*
% Change
VSNL
% Change
Lycos*
% Change
AOL*
% Change

Base: 25,060(CY), 20,268(PY)

75

Internet Users by Socio Economic Classification

Chart 51: Multiple user shares of email websites
Yahoo

Current Year
100%

91%

88%

87%

80%

Gmail

66%
59%

60%

58%

Rediff
89%

92%

62%

59%

58%

50%

59%
57%

48%

40%
20%
0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 35: Multiple user shares of email websites
Change from PY
30%
26%

28%

26%

25%

21%

20%
10%

4%

4%

6%

5%

0%
-10%

0.0%

6%

5%
0.5%

0.1%

-9%

Base: 25,060(CY), 20,268(PY)

76

India Online 2007

Chart 52: Number of email accounts and average per capita email ids
One

Current Year
30%

28%
26%

Two
29%

28% 28%

Three
28%

28%

27%

26%

27%

21%

20%
12%

15%

15%

13%

10%

0%
SEC A

SEC B

SEC C

SEC D&E

All Users

Base: 25,060

Chart 36: Number of email accounts and average per capita email ids
Change from PY
10%
5%
2%
0%

7%
3%

5% 6%

5% 4%

3%

5%

-10%
-20%

-16%
-21%

-21%

-22%

-19%

-30%

Base: 25,060(CY), 20,268(PY)

77

Internet Users by Socio Economic Classification

Most Used Websites
Table 18: Top of mind unaided recall - all websites
Website
Yahoo
% Change
Google
% Change

SEC A

SEC B

SEC C

SEC D&E

All Users

27%

30%

30%

33%

30%

-4.2%

-6.2%

-7.0%

-6.3%

-5.2%

32%

27%

27%

22%

27%

9%

5%

7%

14%

7%

13%

13%

12%

9%

12%

-0.7%

-1.7%

-4.1%

-7.3%

-3.0%

Orkut

3%

4%

5%

7%

5%

% Change

2%

4%

4%

7%

4%

Gmail*

4%

3%

4%

1%

3%

2%

2%

2%

1%

2%

% Change

-2.8%

-2.0%

-4.5%

-3.4%

-3.0%

Indiatimes

1%

1%

0.6%

0.9%

1%

% Change

-5.5%

-4.6%

-3.6%

-1.2%

-4.3%

0.3%

0.6%

0.5%

0.8%

0.6%

Rediff
% Change

% Change
Hotmail

Contest2win*
% Change
MSN
% Change

0.6%

0.6%

0.3%

0.5%

0.5%

-3.9%

-1.8%

-0.7%

-11.7%

-3.4%

Naukri

0.7%

0.6%

0.4%

0.4%

0.5%

% Change

0.2%

-0.1%

-1.5%

0.0%

-0.4%

Base: 24,433(CY), 20,173(PY)

78

India Online 2007

Table 19: Most used website - all websites
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Google

35%

29%

28%

24%

29%

Yahoo

24%

27%

27%

30%

27%

Rediff

12%

12%

11%

8%

11%

Orkut

4%

7%

10%

12%

8%

Gmail

4%

4%

4%

3%

4%

Hotmail

1%

2%

1%

1%

2%

Indiatimes

2%

0.7%

0.6%

0.7%

0.9%

Wikipedia

0.8%

0.4%

0.8%

0.6%

0.6%

1%

0.5%

0.4%

0.0%

0.5%

0.6%

0.7%

0.3%

0.5%

0.5%

Moneycontrol
Naukri

Base: 14,075

79

Internet Users by Socio Economic Classification

Table 20: Info search (English)
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Google

81%

74%

74%

70%

75%

Yahoo

6%

10%

10%

14%

10%

English

2%

3%

4%

3%

3%

Rediff

1%

3%

2%

3%

2%

Wikipedia

1%

1%

0.8%

2%

1%

Dictionary

1%

0.9%

1%

0.7%

1%

MSN

0.8%

0.9%

2%

0.4%

1%

Indiatimes

0.8%

0.3%

0.1%

0.6%

0.5%

BBC

0.2%

0.4%

1%

0.3%

0.5%

Sify

0.1%

0.5%

0.4%

0.6%

0.4%

Base: 7,874

80

India Online 2007

Table 21: Info search (local language)
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

71%

75%

72%

80%

74%

Manoramaonline

1%

3%

2%

1%

2%

Guruji

1%

1%

4%

0.1%

2%

Google

Webduniya
Kerala
Khoj
Eenadu

2%

2%

0.1%

2%

1%

0.7%

0.7%

2%

2%

1%

3%

0.5%

0.3%

0.2%

1%

3%

0.6%

1%

0.0%

1%

Webulagam

0.4%

0.8%

2%

0.4%

0.8%

MSN

0.8%

0.1%

2%

0.3%

0.8%

1%

0.7%

0.0%

0.1%

0.6%

Chennaionline

Base: 3,853

81

Internet Users by Socio Economic Classification

Table 22: Job search
Website
Naukri
% Change
Monster

SEC A

SEC B

SEC C

SEC D&E

All Users

46%

40%

30%

27%

37%

-2.9%

-9.9%

-23.6%

-14.1%

-12.5%

24%

26%

26%

36%

27%

% Change

4%

6%

10%

18%

8%

Timesjobs

12%

14%

16%

13%

14%

% Change

5%

6%

9%

9%

7%

3%

4%

9%

6%

5%

0.2%

2%

7%

-0.2%

3%

Google
% Change
Yahoo

2%

3%

3%

4%

3%

-0.6%

0.7%

2%

-4.2%

0.3%

1%

2%

2%

2%

2%

-2.4%

-1.4%

-4.2%

-0.4%

-2.1%

2%

1%

2%

0.9%

2%

% Change

0.9%

-0.5%

1%

0.1%

0.3%

Indiatimes

2%

1%

2%

1%

1%

% Change

-1.0%

0.2%

0.1%

0.6%

-0.3%

% Change
Rediff
% Change
Freshersworld

Jobs
% Change

0.5%

1%

1%

3%

1%

-0.1%

0.1%

0.8%

0.2%

0.3%

Jobsahead

2%

1%

1%

0.3%

1%

% Change

-3.1%

-3.8%

-6.6%

-2.3%

-4.0%

Base: 10,387(CY), 12,610(PY)

82

India Online 2007

Table 23: Booking travel tickets
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Makemytrip

22%

18%

9%

14%

17%

% Change

13%

9%

-2.2%

6%

7%

Yatra*

16%

15%

16%

19%

16%

18%

17%

15%

11%

15%

-19.8%

-23.9%

-20.4%

-30.5%

-22.8%

Google

8%

9%

17%

13%

11%

% Change

3%

4%

13%

9%

6%

% Change
IRCTC
% Change

Yahoo

6%

9%

8%

12%

8%

-0.6%

3%

-2.2%

-0.3%

0.8%

4%

5%

6%

5%

5%

% Change

-3.1%

-2.4%

-1.0%

-0.8%

-2.2%

Indiatimes

4%

3%

2%

3%

3%

% Change

-3.6%

-1.6%

-5.1%

-0.2%

-2.8%

1%

3%

4%

3%

3%

-0.6%

1%

4%

2%

1%

3%

3%

1%

0.9%

2%

3%

2%

2%

2%

2%

% Change
Rediff

Travel
% Change
Travelguru*
% Change
Cleartrip*
% Change

Base: 7,089(CY), 8,053(PY)

83

Internet Users by Socio Economic Classification

Table 24: Online shopping (other than travel tickets)
Website
Ebay
% Change
Rediff
% Change

SEC A

SEC B

SEC C

SEC D&E

All Users

39%

34%

31%

32%

34%

-2.3%

-0.9%

-11.6%

10%

-3.5%

24%

25%

28%

20%

25%

-3.4%

-4.2%

-0.9%

-8.6%

-4.0%

Google

5%

6%

12%

11%

8%

% Change

3%

2%

9%

8%

5%

5%

8%

7%

8%

7%

-0.2%

-1.1%

1%

-7.4%

-0.5%

Yahoo
% Change
Indiatimes

10%

8%

3%

3%

7%

% Change

-1.9%

-1.5%

-6.4%

-12.5%

-4.3%

4%

6%

5%

7%

6%

Shopping

0.6%

2%

2%

5%

2%

% Change

-0.6%

0.0%

0.4%

5%

0.6%

2%

2%

1%

2%

2%

0.6%

0.8%

0.2%

-0.2%

0.4%

Futurebazaar*
% Change

Sify
% Change
Indiaplaza

2%

1%

0.7%

1%

1%

% Change

0.1%

0.7%

-2.2%

1%

-0.1%

Onlineshopping

0.4%

2%

0.7%

1%

1%

% Change

0.1%

1%

0.2%

1%

0.6%

Base: 7,261(CY), 8,963(PY)

84

India Online 2007

Table 25: Online news
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

11%

15%

17%

14%

14%

2%

4%

6%

7%

4%

16%

13%

9%

9%

12%

-0.2%

1%

-1.0%

-1.6%

-0.7%

12%

10%

10%

6%

10%

-0.9%

-1.7%

-0.8%

-6.7%

-2.3%

Google

7%

8%

9%

10%

9%

% Change

2%

1%

2%

7%

3%

Yahoo
% Change
NDTV
% Change
Rediff
% Change

Indiatimes

9%

7%

5%

6%

7%

% Change

-6.4%

-6.9%

-15.1%

-3.7%

-8.4%

Aajtak

3%

5%

4%

7%

5%

% Change

2%

2%

2%

-5.9%

1%

BBC

6%

5%

4%

3%

5%

% Change

3%

2%

3%

-1.5%

2%

Timesofindia

5%

3%

2%

3%

3%

-0.9%

-2.9%

-0.4%

-1.7%

-1.8%

CNN

3%

3%

4%

2%

3%

% Change

1%

3%

3%

2%

2%

% Change

MSN
% Change

2%

3%

3%

5%

3%

-4.6%

-1.7%

-2.2%

-1.9%

-2.5%

Base: 8,509(CY), 12,120(PY)

85

Internet Users by Socio Economic Classification

Table 26: Financial news & info (rates, quotes, etc.)
Website
Moneycontrol/CNBC

SEC A

SEC B

SEC C

SEC D&E

All Users

18%

15%

11%

5%

13%

% Change

3%

7%

3%

-3.4%

0.8%

Google

8%

12%

19%

16%

13%

% Change

2%

2%

-0.6%

9%

3%

Yahoo

9%

12%

11%

19%

12%

-0.3%

0.3%

0.2%

4%

1%

9%

7%

7%

3%

7%

0.8%

4%

0.3%

3%

-2.7%

% Change
ICICI Direct/ICICI Bank
% Change
Rediff

6%

7%

6%

6%

6%

% Change

0.5%

-1.9%

-1.4%

-10.7%

-1.8%

Sharekhan

5%

3%

5%

4%

4%

% Change

-1.9%

-2.8%

4%

-0.2%

-0.8%

NDTV/NDTVprofit

5%

5%

2%

4%

4%

% Change

4%

4%

2%

4%

4%

Indiatimes

6%

4%

2%

3%

4%

% Change

1%

-1.9%

-4.2%

0.0%

-1.3%

Economictimes

5%

3%

2%

2%

3%

% Change

2%

0.4%

0.9%

2%

0.8%

Stockmarket*

2%

2%

1%

6%

2%

% Change

Base: 6,207(CY), 7,146(PY)

86

India Online 2007

Table 27: Online share trading
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

ICICI Direct

41%

34%

33%

25%

36%

Sherkhan

22%

23%

21%

18%

22%

Indiabulls

8%

7%

6%

3%

7%

Kotaksecurities

3%

4%

6%

6%

4%

Religare

2%

1%

12%

6%

4%

5Paisa

2%

5%

2%

4%

3%

BSE

2%

2%

5%

8%

3%

NSE

2%

3%

2%

2%

3%

Geojit

2%

4%

0.0%

0.0%

2%

hdfcsec

3%

1%

3%

2%

2%

Base: 1,558

87

Internet Users by Socio Economic Classification

Table 28: Real estate info
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Google

13%

16%

25%

18%

17%

Magicbricks

19%

14%

13%

11%

14%

Yahoo

10%

14%

14%

18%

14%

99acres

14%

12%

7%

6%

10%

Realestates

10%

10%

11%

10%

10%

Rediff

6%

7%

6%

8%

7%

Indiaproperty

6%

5%

2%

7%

5%

Property

4%

2%

6%

2%

3%

3%

3%

0.9%

2%

2%

0.6%

2%

1%

1%

1%

Indiatimes
Sify

Base: 5,129

88

India Online 2007

Table 29: Matrimonial search
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Bharatmatrimony

33%

30%

28%

23%

29%

% Change

32%

30%

28%

23%

29%

Shaadi

29%

30%

24%

30%

28%

% Change

2%

-2.6%

-16.9%

-8.8%

-4.7%

Google

4%

4%

7%

8%

6%

% Change

3%

4%

7%

8%

5%

Jeevansaathi

7%

5%

5%

5%

6%

% Change

6%

4%

4%

5%

5%

Yahoo

5%

5%

4%

8%

5%

% Change

2%

1%

0.9%

-0.6%

2%

Matrimony*

3%

5%

5%

5%

5%

3%

4%

3%

4%

3%

-0.6%

0.5%

-1.1%

-2.1%

-0.4%

2%

3%

5%

3%

3%

3%

3%

2%

4%

3%

% Change
Rediff
% Change
Tamilmatrimony*
% Change
Simplymarry*
% Change
Matrimonial
% Change

2%

2%

2%

2%

2%

-1.2%

-4.0%

-0.6%

-2.0%

-2.2%

Base: 6,675(CY), 7,728(PY)

89

Internet Users by Socio Economic Classification

Table 30: Dating/friendship search
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Orkut

36%

35%

35%

36%

36%

% Change

33%

31%

30%

32%

32%

Yahoo

21%

24%

23%

25%

23%

% Change

-13.7%

-13.1%

-9.5%

-13.6%

-12.2%

Google

7%

6%

12%

6%

8%

% Change

4%

3%

7%

-9.9%

3%

Rediff
% Change
Fropper

7%

8%

6%

5%

7%

-4.9%

-2.4%

-2.9%

-11.1%

-4.4%

3%

4%

2%

2%

3%

-3.0%

-1.2%

-5.3%

-4.8%

-3.3%

2%

3%

1%

3%

2%

% Change

-1.1%

-0.6%

-3.2%

2%

-1.1%

Indiatimes

4%

2%

0.7%

1%

2%

% Change

-4.6%

-5.1%

-6.5%

-3.2%

-5.3%

1%

2%

0.9%

3%

2%

-2.8%

-3.6%

-1.3%

3%

-2.0%

% Change
Date

Hi5
% Change
Friendfinder
% Change
Adultfriendfinder
% Change

2%

2%

1%

1%

2%

-3.1%

-1.5%

-0.3%

0.1%

-1.7%

1%

2%

1%

1%

2%

-1.2%

-0.6%

-0.4%

1%

-0.6%

Base: 7,084(CY), 6,974(PY)

90

India Online 2007

Table 31: Social networking/communities
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Orkut

65%

64%

69%

55%

64%

Yahoo

15%

14%

12%

24%

16%

2%

1%

2%

0.6%

1%

Friends

0.5%

0.3%

0.9%

4%

1%

Communities

0.8%

2%

1%

0.5%

1%

Hi5

0.9%

2%

0.3%

0.5%

0.9%

Myspace

0.3%

0.4%

0.2%

2%

0.6%

Tagged

0.5%

0.3%

0.4%

0.2%

0.4%

Fropper

0.2%

0.7%

0.2%

0.4%

0.4%

Bharatstudent

0.7%

0.5%

0.0%

0.3%

0.4%

MSN

Base: 5,227

91

Internet Users by Socio Economic Classification

Table 32: Online gaming
Website
Yahoo
% Change
Zapak*

SEC A

SEC B

SEC C

SEC D&E

All Users

19%

19%

16%

16%

18%

-13.4%

-12.4%

-11.3%

-18.2%

-13.4%

16%

18%

17%

19%

17%

7%

8%

12%

8%

9%

0.3%

-0.6%

-3.6%

5%

-0.3%

% Change
Google
% Change
Games
% Change

6%

6%

7%

8%

7%

-1.1%

-1.1%

-2.7%

3%

-0.8%

Miniclip

4%

4%

3%

6%

4%

% Change

1%

-1.1%

0.0%

2%

0.3%

Rediff

4%

4%

2%

2%

3%

-2.7%

-1.7%

-2.6%

-8.3%

-3.0%

3%

3%

5%

2%

3%

% Change
Indiagames
% Change

0.0%

0.0%

0.0%

0.0%

0.0%

Contest2Win

3%

4%

2%

3%

3%

% Change

1%

3%

1%

3%

2%

MSN

2%

1%

2%

2%

2%

-0.5%

-2.7%

0.6%

-1.2%

-1.1%

Onlinegames

2%

2%

2%

1%

2%

% Change

1%

1%

1%

-0.4%

0.9%

% Change

Base: 7,383(CY), 7,395(PY)

92

India Online 2007

Table 33: Download mobile content
Website
Yahoo
% Change
Rediff
% Change

SEC A

SEC B

SEC C

SEC D&E

All Users

12%

14%

13%

18%

14%

-9.7%

-11.4%

-5.6%

-4.2%

-8.2%

15%

13%

10%

11%

12%

-7.2%

-9.0%

-14.8%

-8.8%

-10.1%

Google

9%

8%

13%

11%

10%

% Change

3%

0.5%

-3.8%

2%

0.4%

Nokia

8%

9%

11%

7%

9%

% Change

4%

6%

9%

3%

5%

Indiatimes

10%

8%

3%

5%

7%

% Change

-7.0%

-5.9%

-9.0%

-4.5%

-7.2%

Mobile9

4%

5%

4%

4%

4%

% Change

3%

5%

4%

4%

4%

Hutch

4%

4%

3%

2%

3%

% Change

3%

3%

3%

1%

2%

Ringtones

2%

2%

5%

3%

3%

% Change

-0.5%

-0.8%

2%

0.9%

0.3%

Funmaza

2%

4%

2%

3%

3%

% Change

1%

2%

-0.9%

2%

1%

3%

3%

2%

2%

3%

0.7%

1%

-0.6%

0.4%

0.3%

Airtel
% Change

Base: 6,912(CY), 6,887(PY)

93

Internet Users by Socio Economic Classification

Table 34: Preferred instant messaging applications
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Yahoo

60%

64%

62%

65%

63%

Google Talk

17%

12%

14%

12%

14%

Rediffbol

9%

11%

10%

10%

10%

MSN

7%

6%

5%

4%

5%

Orkut

2%

3%

4%

2%

3%

Meebo

0.9%

1%

2%

2%

1%

Skype

0.6%

1%

0.1%

0.4%

0.6%

Indiatimes

0.8%

0.3%

0.2%

0.3%

0.4%

AIM

0.5%

0.3%

0.1%

0.1%

0.3%

2%

2%

4%

5%

3%

Others

Base: 8,632

94

India Online 2007

Table 35: Download music
Website
Raaga

SEC A

SEC B

SEC C

SEC D&E

All Users

23%

22%

25%

20%

22%

% Change

5%

5%

7%

2%

5%

Yahoo

9%

11%

8%

10%

10%

-3.7%

-4.7%

-4.0%

-4.1%

-4.2%

5%

5%

10%

9%

7%

0.0%

-0.7%

-1.7%

3%

0.2%

6%

5%

5%

3%

5%

0.3%

-3.4%

2%

-4.7%

-1.6%

% Change
Google
% Change
Cooltoad
% Change
Musicindiaonline

4%

4%

4%

5%

4%

0.4%

0.8%

-0.3%

1%

-0.3%

Music

4%

4%

4%

4%

4%

% Change

2%

0.1%

2%

2%

1%

Mp3

2%

2%

2%

4%

3%

-1.8%

-1.2%

-0.3%

2%

-0.6%

3%

3%

2%

2%

3%

-3.3%

-3.1%

-3.4%

-4.4%

-3.5%

1%

3%

3%

1%

2%

% Change

% Change
Rediff
% Change
Youtube*
% Change
Tamilsongs

2%

0.7%

3%

3%

2%

% Change

1%

-0.1%

2%

2%

1%

Base: 8,142(CY), 8,526(PY)

95

Internet Users by Socio Economic Classification

Table 36: Sports content
Website
Espnstarsports*

SEC A

SEC B

SEC C

SEC D&E

All Users

28%

30%

25%

32%

29%

16%

12%

17%

8%

14%

% Change
Cricinfo
% Change

6%

5%

12%

-3.2%

5%

Yahoo

11%

13%

12%

12%

12%

% Change

0.3%

-0.4%

-2.2%

-1.1%

-0.6%

Google

5%

7%

11%

9%

8%

% Change

1%

2%

-1.6%

7%

2%

Rediff

10%

8%

7%

6%

8%

-2.0%

-3.1%

-3.1%

-8.6%

-3.7%

3%

4%

4%

6%

4%

% Change

0.7%

1%

-1.0%

5%

1%

Indiatimes

3%

3%

2%

3%

3%

% Change

-4.3%

-3.0%

-3.1%

0.8%

-3.0%

2%

2%

3%

1%

2%

0.8%

-1.1%

-1.5%

-0.7%

-0.6%

% Change
Sports

Cricketnext
% Change
NDTV
% Change

3%

2%

1%

2%

2%

-1.3%

-1.5%

-0.1%

-1.7%

-1.3%

Tensports

0.9%

3%

2%

4%

2%

% Change

-1.8%

-1.4%

-0.3%

-6.9%

-1.8%

Base: 7,666(CY), 8,931(PY)

96

India Online 2007

Table 37: Cinema content
Website
Yahoo
% Change

SEC A

SEC B

SEC C

SEC D&E

All Users

7%

12%

9%

17%

11%

-5.5%

-1.7%

-6.4%

9%

-2.0%

Google

9%

7%

12%

10%

9%

% Change

3%

1%

-0.3%

7%

2%

Bollywood

4%

5%

6%

6%

5%

% Change

2%

-1.1%

2%

-1.3%

0.7%

7%

6%

3%

3%

5%

-1.7%

2%

2%

0.5%

0.5%

PVR Cinemas
% Change
Indiafm
% Change
Rediff
% Change
Cinema
% Change
Santabanta
% Change

4%

6%

3%

4%

5%

-2.9%

-1.1%

-0.9%

2%

-1.3%

6%

5%

3%

3%

5%

-1.6%

-2.6%

-7.0%

-11.5%

-4.6%

4%

4%

3%

3%

4%

0.8%

-0.8%

-1.2%

1%

-0.2%

2%

4%

2%

5%

3%

-0.4%

0.4%

-1.8%

5%

0.3%

Indiatimes

5%

3%

3%

2%

3%

% Change

-4.5%

-2.6%

-2.9%

-0.9%

-3.2%

3%

3%

2%

5%

3%

0.9%

2%

-0.1%

5%

2%

Movies
% Change

Base: 6,883(CY), 6,700(PY)

97

Internet Users by Socio Economic Classification

Table 38: Websites local language contents
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Google

13%

13%

8%

16%

12%

Yahoo

3%

8%

11%

13%

8%

Malayalamanorama

8%

6%

5%

11%

7%

Eeandu

12%

6%

6%

2%

7%

Thinamalar

4%

4%

9%

3%

5%

Webduniya

4%

3%

2%

10%

4%

Marathiworld

3%

5%

5%

2%

4%

Webulagam

2%

4%

4%

5%

4%

Tamilcinema

3%

3%

1%

10%

4%

Keralakaumudi

1%

0.0%

8%

0.3%

3%

Base: 1,388

98

India Online 2007

Table 39: Preferred blog sites
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Google

21%

17%

26%

23%

21%

Yahoo

12%

21%

20%

22%

18%

Blogger

18%

10%

8%

7%

11%

Blogspot

19%

9%

10%

3%

11%

Rediff

11%

11%

11%

8%

10%

Ibibo

6%

18%

6%

10%

10%

0.0%

0.4%

0.2%

10%

2%

1%

2%

2%

4%

2%

0.0%

0.5%

2%

7%

2%

2%

1%

2%

3%

2%

Tagged
Debonairblog
Hi5
Indiatimes

Base: 1,853

99

Internet Users by Socio Economic Classification

Table 40: Preferred astrology website
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Yahoo

18%

21%

23%

27%

22%

Astrology

16%

20%

21%

17%

19%

9%

10%

15%

11%

11%

Rediff

11%

10%

8%

8%

9%

Indiatimes astrospeak

12%

9%

5%

5%

8%

Sarafreder

2%

2%

2%

6%

3%

Sify

3%

2%

2%

2%

3%

MSN

3%

3%

3%

2%

3%

0.7%

1%

4%

2%

2%

2%

3%

0.4%

2%

2%

Google

Horoscope
Astrolife

Base: 6,357

100

India Online 2007

Table 41: Preferred online learning / education website
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Google

36%

32%

36%

31%

34%

Yahoo

7%

9%

10%

14%

10%

Wikipedia

8%

6%

4%

5%

6%

Rediff

4%

6%

3%

3%

4%

Education

3%

3%

4%

3%

3%

W3schools

2%

2%

3%

0.6%

2%

IGNOU

2%

2%

0.6%

0.8%

1%

0.6%

1%

2%

1%

1%

Ebizel

1%

2%

0.4%

1%

1%

Indiatimes

2%

1%

0.2%

2%

1%

Onlinelearning

Base: 6,571

101

Internet Users by Socio Economic Classification

Most Used Offline
Media Brands
Table 42: Favorite TV channels
TV Channel
Star Plus

SEC A

SEC B

SEC C

SEC D&E

All Users

12%

12%

11%

18%

13%

% Change

2%

2%

4%

5%

3%

Discovery

6%

9%

7%

6%

7%

% Change

0.5%

2%

-2.8%

3%

0.5%

NDTV

7%

5%

5%

2%

5%

% Change

1%

0.9%

0.3%

0.6%

0.6%

Aajtak

6%

4%

5%

4%

5%

0.8%

-0.3%

0.3%

-3.8%

-0.3%

Sun TV

4%

5%

6%

3%

5%

% Change

1%

1%

2%

-1.8%

0.8%

% Change

HBO
% Change
Sony
% Change
Star Movies
% Change
Zee TV
% Change
M TV
% Change

5%

4%

3%

4%

4%

0.5%

-0.5%

2%

-1.8%

0.1%

3%

4%

4%

4%

4%

-1.2%

-1.2%

0.6%

-2.7%

-1.0%

3%

3%

3%

5%

3%

0.7%

0.3%

-0.2%

2%

0.7%

4%

4%

3%

3%

3%

-0.2%

-0.7%

-0.4%

3%

-0.2%

2%

4%

3%

4%

3%

0.5%

1%

-0.7%

2%

0.6%

Base: 12,631(CY), 15,321(PY)

102

India Online 2007

Table 43: Favorite newspapers
Newspaper
The Times of India

SEC A

SEC B

SEC C

SEC D&E

All Users

41%

36%

29%

31%

35%

% Change

2%

1%

-0.2%

-3.0%

0.0%

The Hindu

19%

16%

23%

15%

18%

% Change

6%

5%

8%

-1.4%

5%

The Hindustan Times

7%

6%

4%

7%

6%

-2.9%

-2.0%

-5.2%

4%

-2.2%

Deccan Chronicle

3%

3%

6%

5%

4%

% Change

2%

2%

5%

2%

3%

% Change

Eenadu
% Change
Indian Express
% Change
The Telegraph
% Change
Dainik Bhaskar
% Change

2%

3%

5%

2%

3%

-0.3%

0.3%

1%

-0.5%

0.3%

3%

3%

3%

2%

3%

-0.4%

0.4%

0.5%

-3.1%

-0.4%

3%

3%

1%

3%

3%

-1.1%

1%

0.1%

3%

0.5%

2%

3%

2%

3%

2%

0.8%

-0.9%

-1.3%

-1.7%

-0.5%

The Economic Times

4%

2%

0.8%

2%

2%

% Change

1%

0.3%

-0.6%

2%

0.4%

Dainik Jagran
% Change

1%

2%

2%

2%

2%

-0.7%

-1.8%

-2.2%

-4.4%

-1.8%

Base: 12,762(CY), 14,555(PY)

103

Internet Users by Socio Economic Classification

Table 44: Favorite magazines
Magazine

SEC A

SEC B

SEC C

SEC D&E

All Users

26%

24%

23%

19%

23%

-3.0%

-5.2%

-4.9%

-11.3%

-5.5%

9%

7%

5%

5%

7%

% Change

-0.1%

-0.5%

-0.5%

-3.9%

-1.0%

The Week

6%

5%

5%

4%

5%

% Change

0.5%

1%

3%

0.2%

1%

India Today
% Change
Reader's Digest

Sports Star

3%

3%

5%

6%

4%

% Change

1%

0.2%

2%

3%

1%

Femina
% Change
Outlook
% Change
Digit
% Change
Film Fare
% Change
Women's Era
% Change

4%

4%

4%

3%

4%

-1.1%

-0.9%

-0.8%

0.9%

-0.8%

7%

4%

2%

2%

4%

-0.5%

-0.8%

-5.0%

0.2%

-1.8%

2%

4%

3%

4%

3%

0.1%

1%

-0.8%

2%

0.5%

2%

3%

3%

4%

3%

0.4%

2%

0.8%

3%

1%

2%

2%

2%

3%

2%

0.3%

0.5%

-0.6%

2%

0.5%

Business World

5%

1%

1%

1%

2%

% Change

2%

0.2%

-0.5%

0.2%

0.6%

Base: 10,515(CY), 12,980(PY)

104

India Online 2007

Table 45: Favorite radio channels
Radio Channel
Radio Mirchi
% Change
Red FM
% Change
AIR
% Change

SEC A

SEC B

SEC C

SEC D&E

All Users

39%

39%

37%

36%

38%

9%

13%

15%

15%

12%

11%

10%

12%

16%

12%

4%

2%

4%

2%

3%

12%

12%

13%

8%

11%

-2.5%

-2.3%

-2.0%

-2.5%

-2.5%

Radio City

11%

12%

9%

10%

11%

% Change

0.4%

0.1%

-3.0%

-4.9%

-1.2%

Suryan FM

4%

5%

9%

8%

6%

% Change

2%

2%

6%

2%

3%

Big FM*

7%

6%

5%

4%

5%

4%

5%

5%

6%

5%

% Change
AIR FM GOLD
% Change

-24.6%

-24.2%

-25.4%

-20.8%

-24.2%

AIR FM RAINBOW

3%

4%

4%

5%

4%

% Change

1%

2%

3%

2%

2%

Fever FM*

4%

2%

2%

3%

3%

World Space

3%

1%

0.4%

2%

2%

% Change

2%

1%

-1.2%

2%

0.9%

% Change

Base: 8,205(CY), 12,246(PY)

105

Internet Users by Socio Economic Classification

Offline Brands Recalled
Table 46: TOM recall for brands
TOM Brand

SEC A

SEC B

SEC C

SEC D&E

All Users

Sony

8%

8%

8%

8%

8%

% Change

2%

3%

3%

5%

3%

Nokia

6%

6%

8%

7%

7%

0.8%

0.7%

4%

-4.9%

0.9%

6%

5%

5%

4%

5%

-2.0%

-2.2%

-2.0%

-0.4%

-2.0%

% Change
Tata
% Change
LG

4%

4%

5%

4%

4%

-1.2%

-0.4%

2%

-0.3%

-0.1%

Colgate

4%

3%

4%

2%

3%

% Change

1%

1%

2%

0.5%

1%

Reliance

3%

3%

2%

3%

3%

0.2%

0.7%

-1.9%

-0.7%

-0.2%

3%

3%

3%

3%

3%

0.7%

1%

0.8%

1%

1%

2%

2%

3%

3%

3%

-0.7%

-0.8%

-1.0%

1%

-0.4%

2%

3%

2%

2%

2%

-0.5%

-0.5%

1%

1%

0.0%

% Change

% Change
HLL
% Change
Nike
% Change
Samsung
% Change
Pepsi
% Change

2%

2%

2%

1%

2%

-0.6%

-0.6%

-1.1%

-1.5%

-0.9%

Base: 24,288(CY), 20,142(PY)

106

Segment Wise Detailed
Tables

107

Table 1: Gender breakup
Gender

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Male

80%

81%

82%

86%

82%

Female

20%

19%

18%

15%

18%

Table 2: Age group distribution
Age Group

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

13-18 yrs

1%

8%

11%

27%

11%

19-24 yrs

22%

30%

37%

39%

31%

25-35 yrs

44%

38%

36%

22%

36%

36-45 yrs

18%

15%

11%

8%

13%

46-55 yrs

10%

7%

5%

3%

6%

5%

3%

1%

1%

2%

Above 55 yrs

108

Table 3: City class - by population size
City Class

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Up to 1 Lakh

10%

12%

13%

12%

12%

1-5 Lakhs

16%

16%

15%

12%

15%

5-10 Lakhs

25%

27%

31%

34%

29%

Above 10 Lakhs

49%

45%

42%

42%

45%

Table 4: City class - by market size
City Class

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Metro

41%

36%

36%

35%

37%

Urban uptowns

12%

17%

12%

15%

14%

Emerging Towns

13%

15%

20%

16%

16%

Others

33%

33%

33%

35%

33%

109

Table 5: City wise distribution
Cities

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

14%

12%

11%

10%

12%

Mumbai

8%

10%

10%

11%

10%

Bangalore

6%

7%

7%

6%

6%

Hyderabad

7%

5%

5%

4%

5%

Chennai

5%

4%

4%

3%

4%

Kolkata

4%

4%

3%

2%

3%

Pune

3%

3%

2%

2%

3%

Ahmadabad

2%

2%

2%

1%

2%

Delhi

Lucknow

2%

2%

0.9%

0.8%

1%

0.7%

0.9%

0.9%

1%

0.9%

Visakhapatanam

1%

0.8%

0.8%

0.6%

0.9%

Chandigarh

1%

0.6%

0.9%

0.6%

0.8%

Jaipur

1%

0.9%

0.5%

0.5%

0.8%

0.9%

0.9%

0.7%

0.6%

0.8%

1%

0.8%

0.4%

0.5%

0.7%

Surat

0.7%

0.6%

0.7%

0.6%

0.7%

Vadodara

0.8%

0.7%

0.6%

0.6%

0.7%

Bhopal

0.8%

0.6%

0.3%

0.5%

0.6%

Faridabad

0.6%

0.6%

0.6%

0.7%

0.6%

Ludhiana

0.4%

0.6%

0.5%

0.8%

0.6%

Patna

0.7%

0.6%

0.4%

0.6%

0.6%

Thiruvanathapuram

0.6%

0.6%

0.6%

0.3%

0.6%

Bhubaneswar

0.8%

0.6%

0.4%

0.3%

0.5%

kanpur

0.6%

0.4%

0.5%

0.6%

0.5%

Kochi

0.5%

0.5%

0.5%

0.5%

0.5%

Vijayavada

0.5%

0.5%

0.4%

0.4%

0.5%

Allahabad

0.4%

0.4%

0.4%

0.3%

0.4%

Cuttack

0.3%

0.4%

0.4%

0.3%

0.4%

Madurai

0.5%

0.4%

0.2%

0.4%

0.4%

Nashik

0.5%

0.4%

0.5%

0.3%

0.4%

Mysore

0.3%

0.5%

0.4%

0.3%

0.4%

Agra

0.4%

0.3%

0.1%

0.3%

0.3%

Amritsar

0.4%

0.3%

0.3%

0.4%

0.3%

Aurangabad

0.2%

0.3%

0.3%

0.2%

0.3%

Dehradun

0.4%

0.3%

0.3%

0.3%

0.3%

Goa

0.1%

0.2%

0.3%

0.5%

0.3%

Guwahati

0.4%

0.4%

0.1%

0.2%

0.3%

Meerut

0.3%

0.3%

0.3%

0.2%

0.3%

Rajkot

0.1%

0.4%

0.4%

0.3%

0.3%

Ranchi

0.4%

0.3%

0.3%

0.4%

0.3%

Tiruchirapalli

0.3%

0.2%

0.5%

0.4%

0.3%

Jabalpur

0.2%

0.2%

0.3%

0.2%

0.2%

Jodhpur

0.3%

0.2%

0.2%

0.2%

0.2%

Mangalore

0.1%

0.2%

0.2%

0.3%

0.2%

Coimbatore

Nagpur
Indore

110

Cities

SEC A

SEC B

SEC C

SEC D&E

All Users

Raipur

0.2%

0.2%

0.2%

0.2%

0.2%

Varanasi

0.2%

0.2%

0.2%

0.3%

0.2%

Assansol

0.0%

0.1%

0.1%

0.1%

0.1%

Dhanbad

0.1%

0.1%

0.0%

0.2%

0.1%

Solapur

0.1%

0.1%

0.1%

0.1%

0.1%

Others from North India

9%

8%

9%

12%

9%

Others from South India

12%

13%

17%

18%

14%

Others from East India

5%

6%

6%

5%

6%

Others from West India

6%

6%

7%

8%

7%

Table 6: Region-wise break-ups
Region

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

North

29%

22%

18%

22%

22%

East

15%

11%

7%

18%

12%

South

33%

37%

54%

35%

40%

West

23%

30%

21%

26%

26%

111

Table 7: Preferred language of reading
Language

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

English

54%

44%

34%

30%

41%

Hindi

18%

18%

17%

22%

19%

Telugu

5%

6%

9%

6%

6%

Tamil

4%

5%

10%

7%

6%

Marathi

3%

5%

5%

5%

5%

Malayalam

2%

3%

8%

4%

4%

Gujarati

3%

4%

3%

4%

4%

Kannada

2%

3%

5%

4%

4%

Bengali

3%

3%

3%

3%

3%

Oriya

2%

2%

2%

5%

3%

Punjabi

1%

1%

1%

2%

1%

Awadhi

0.2%

0.6%

2%

2%

1%

Urdu

0.7%

0.9%

1%

2%

1%

Assamese

0.5%

0.3%

0.2%

1%

0.5%

Konkani

0.2%

0.4%

0.2%

1%

0.5%

Marwari

0.2%

0.5%

0.2%

0.7%

0.4%

Bhojpuri

0.2%

0.2%

0.2%

0.4%

0.2%

Sindhi

0.0%

0.3%

0.1%

0.3%

0.2%

Chhattisgarhi

0.0%

0.1%

0.0%

0.3%

0.1%

Haryanvi

0.1%

0.1%

0.1%

0.2%

0.1%

Kashmiri

0.1%

0.1%

0.0%

0.1%

0.1%

Maithili

0.1%

0.1%

0.1%

0.1%

0.1%

Sanskrit

0.1%

0.0%

0.1%

0.1%

0.1%

Tulu

0.0%

0.1%

0.4%

0.1%

0.1%

Bodo

0.0%

0.0%

0.0%

0.0%

0.0%

Bundeli

0.0%

0.0%

0.0%

0.0%

0.0%

Dogri

0.1%

0.0%

0.1%

0.1%

0.0%

Kanauji

0.1%

0.0%

0.0%

0.0%

0.0%

Kurchi

0.0%

0.0%

0.0%

0.1%

0.0%

Manipuri

0.0%

0.0%

0.0%

0.0%

0.0%

Magahi

0.0%

0.0%

0.1%

0.0%

0.0%

Nepali

0.0%

0.1%

0.0%

0.1%

0.0%

Santhali

0.0%

0.0%

0.0%

0.0%

0.0%

Others

0.2%

0.3%

0.3%

0.5%

0.3%

112

Table 8: Socio economic classification
SEC

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

SEC A

100%

0.0%

0.0%

0.0%

24%

SEC B

0.0%

100%

0.0%

0.0%

32%

SEC C

0.0%

0.0%

100%

0.0%

23%

SEC D

0.0%

0.0%

0.0%

67%

14%

SEC E

0.0%

0.0%

0.0%

33%

7%

Table 9: Highest educational qualification
Education

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

13%

7%

12%

41%

13%

0.6%

19%

26%

53%

23%

Graduate & above - general stream

35%

57%

49%

4%

39%

Graduate & above - professional stream

65%

18%

14%

2%

25%

Up to SSC/HSC
College but not Graduate

Table 10: Occupational break up
Occupation

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Unemployed

24%

35%

38%

61%

38%

Employed

76%

65%

62%

39%

62%

113

Table 11: Function / field of occupation
Functions

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,829

6,026

2,562

1,802

15,219

15%

18%

13%

13%

16%

3%

3%

3%

5%

3%

12%

11%

9%

6%

10%

Marketing/Sales
Advertising/PR/Media
Finance
HR

4%

2%

1%

2%

3%

IT/Software

16%

16%

21%

19%

18%

Manufacturing

11%

12%

10%

15%

11%

Administration

8%

11%

16%

9%

11%

Academics

8%

3%

3%

2%

4%

Consultancy
Others

8%

5%

4%

4%

6%

16%

19%

21%

26%

19%

Table 12: Head of the household
Head Of The HH

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Head of the household

56%

49%

47%

32%

47%

Not head of the household

44%

51%

53%

68%

53%

Table 13: Monthly family income
Income

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,729

8,076

3,668

3,870

21,343

4%

10%

18%

26%

13%

5-10K

13%

23%

31%

36%

25%

10-20K

24%

30%

25%

19%

25%

20-30K

21%

15%

11%

6%

14%

30-50K

19%

11%

5%

5%

10%

50-75K

7%

3%

3%

2%

4%

75-100K

4%

3%

3%

2%

3%

Above 100K

9%

6%

4%

4%

6%

Up to 5K

114

Table 14: Most expensive vehicle owned by the household
Vehicle Owned

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

3%

6%

9%

12%

7%

Motor-Cycle/Scooter

36%

45%

50%

45%

44%

Small Car (Up to Rs.4 lakhs)

28%

20%

12%

11%

18%

Mid-Size Car (Rs.4 to 8 lakhs)

15%

9%

4%

4%

8%

3%

2%

0.6%

1%

2%

0.9%

1%

1%

2%

1%

14%

18%

23%

24%

19%

Bi-Cycle

Premium/Luxury Car (Above Rs.8 lakhs)
Others
Don't own a vehicle

Table 15: Ownership of credit cards (individually)
Credit Card

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Single Card

25%

20%

16%

10%

18%

Multiple Cards

26%

17%

10%

8%

16%

No Credit Card

50%

64%

74%

83%

67%

115

Table 16: Household asset ownership
Asset

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Color TV

95%

94%

91%

88%

92%

Mobile Phone

94%

91%

86%

86%

90%

Bank Account

89%

84%

79%

72%

82%

Fridge

86%

78%

68%

66%

75%

Cable TV connection/DTH

81%

75%

67%

65%

72%

Computer/Laptop

79%

69%

59%

58%

67%

Camera

76%

67%

56%

56%

64%

Landline Phone

73%

65%

54%

54%

62%

Life Insurance

73%

64%

55%

47%

61%

Home

64%

59%

54%

56%

58%

Washing Machine

70%

61%

47%

47%

57%

Music System/DVD/MP3

64%

57%

48%

49%

55%

Debit Card

65%

55%

47%

39%

52%

Credit Card

52%

39%

27%

20%

35%

Fixed Deposits

47%

36%

25%

25%

34%

Medical Insurance/CGHS

46%

36%

25%

20%

33%

Air Conditioner

39%

26%

14%

17%

25%

Microwave

37%

27%

15%

15%

24%

Mutual Funds

34%

23%

16%

14%

22%

Demat Account

32%

22%

14%

12%

21%

Video Camera

28%

21%

14%

15%

20%

Share of Companies

31%

22%

12%

12%

20%

IPod

13%

11%

8%

10%

10%

7%

7%

7%

6%

7%

Chit Fund Deposits

Table 17: Current loan liabilities
Loan

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Home Loan

43%

44%

45%

48%

45%

Car Loan

20%

13%

7%

7%

12%

Two - wheeler Loan

10%

13%

15%

14%

13%

Education Loan

9%

8%

10%

9%

9%

Business Loan

4%

4%

3%

3%

4%

Personal Loan

22%

21%

21%

17%

20%

4%

3%

3%

2%

3%

0.1%

0.1%

0.2%

0.1%

0.1%

7%

9%

11%

12%

9%

Consumer Durables
Other
None of Above

116

Table 18: Years of experience in using internet
Experience

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

5%

8%

13%

16%

10%

Less Than 6 Months
6 Months-1 year

6%

9%

12%

15%

10%

1-2 years

10%

15%

20%

22%

16%

2-5 years

25%

28%

26%

24%

26%

5-6 years

15%

13%

11%

9%

12%

6 years and above

40%

27%

18%

14%

25%

Table 19: Place of accessing internet
Place Of Access

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Home

72%

60%

51%

51%

59%

Place of work (office / school / college)

86%

78%

78%

70%

78%

Cyber cafe

44%

47%

48%

49%

47%

In transit (while traveling)

10%

6%

3%

4%

6%

Table 20: Type of internet connection at home
Connection Type

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,522

5,604

2,135

2,595

14,856

Regular Dial Up

16%

15%

17%

15%

16%

Broadband Dial Up

28%

29%

27%

27%

28%

24 Hrs Broadband

35%

32%

27%

28%

31%

Mobile Connection

6%

6%

6%

7%

6%

Wi Fi Connection

2%

2%

1%

2%

2%

Cable

8%

9%

11%

9%

9%

Lease/Dedicated line

0.6%

0.4%

0.6%

0.2%

0.5%

Others

1%

1%

2%

2%

2%

Don't Know

5%

7%

9%

9%

7%

117

Table 21: Type of Internet Connection at Office
Connection Type

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,493

7,414

3,313

3,520

19,740

7%

7%

8%

7%

7%

Broadband Dial Up

24%

26%

25%

24%

25%

24 Hrs Broadband

34%

31%

29%

26%

31%

Mobile Connection

2%

2%

2%

3%

2%

Wi Fi Connection

3%

3%

1%

3%

3%

Cable

5%

6%

7%

7%

6%

10%

6%

6%

4%

6%

2%

2%

2%

3%

2%

15%

17%

21%

23%

19%

Regular Dial Up

Lease/Dedicated line
Others
Don't Know

Table 22: Service provider subscribed to at home
Service Provider

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,522

5,604

2,135

2,595

14,856

BSNL/Sancharnet

37%

37%

34%

33%

35%

Airtel/Bharti

17%

18%

16%

18%

17%

VSNL / Tata

11%

9%

11%

9%

10%

Local Cable Operator

8%

8%

8%

8%

8%

Sify

6%

6%

6%

6%

6%

Reliance

6%

6%

5%

6%

6%

MTNL

6%

5%

5%

5%

5%

0.1%

0.2%

0.1%

0.1%

0.1%

Others

6%

6%

8%

9%

7%

Don't Know

4%

5%

7%

7%

5%

Spectranet

118

Table 23: Service provider subscribed to at office
Service Provider

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,493

7,414

3,313

3,520

19,740

BSNL/Sancharnet

31%

28%

25%

28%

28%

Airtel/Bharti

14%

17%

15%

14%

15%

VSNL / Tata

12%

11%

12%

10%

11%

Reliance

6%

6%

6%

6%

6%

Sify

4%

5%

5%

6%

5%

MTNL

5%

5%

4%

4%

5%

Local Cable Operator
Spectranet
Others
Don't Know

4%

4%

4%

4%

4%

0.4%

0.3%

0.2%

0.3%

0.3%

8%

7%

8%

8%

8%

17%

18%

21%

21%

19%

Table 24: Frequency of accessing internet from home
Frequency

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,400

5,385

2,022

2,424

14,231

Over 5 times a Day

24%

24%

24%

25%

24%

2-5 times a Day

28%

27%

24%

27%

27%

Once Daily

33%

34%

34%

29%

33%

9%

10%

9%

11%

10%

Once In 2-3 Days
Once a Week

4%

4%

6%

6%

5%

1-3 times a Month

0.8%

1%

2%

0.9%

1%

Once in More than a Month

0.5%

0.8%

2%

0.8%

0.9%

119

Table 25: Frequency of accessing internet from office
Frequency

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,080

6,682

2,913

2,942

17,617

Over 5 times a Day

43%

39%

38%

27%

38%

2-5 times a Day

26%

26%

23%

23%

25%

Once Daily

22%

22%

24%

28%

24%

Once In 2-3 Days

5%

7%

7%

10%

7%

Once a Week

3%

4%

5%

7%

4%

1-3 times a Month

0.8%

1%

1%

2%

1%

Once in More than a Month

0.9%

1%

1%

2%

1%

Table 26: Time of the day accessing internet from home
Time Slot

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,322

5,243

1,963

2,377

13,905

Before 9.00 AM

6%

6%

4%

4%

5%

9.00 AM-12.00 Noon

6%

8%

7%

9%

8%

12.00 Noon - 3.00 PM

5%

6%

7%

9%

6%

3.00 PM-6.00 PM

4%

5%

7%

10%

6%

6.00 PM - 9.00 PM

17%

17%

21%

20%

18%

9.00 PM - 12.00 Midnight

42%

36%

34%

26%

35%

After 12.00 Midnight

3%

4%

4%

4%

3%

Throughout the Day

18%

18%

16%

19%

18%

Table 27: Time of the day accessing internet from office
Time Slot

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,073

6,694

2,926

2,987

17,680

2%

2%

2%

4%

2%

9.00 AM-12.00 Noon

21%

21%

25%

19%

22%

12.00 Noon - 3.00 PM

21%

20%

21%

22%

21%

3.00 PM-6.00 PM

13%

13%

13%

16%

13%

6.00 PM - 9.00 PM

5%

8%

8%

11%

8%

9.00 PM - 12.00 Midnight

3%

4%

4%

6%

4%

After 12.00 Midnight

0.7%

2%

2%

2%

2%

Throughout the Day

35%

31%

25%

21%

29%

Before 9.00 AM

120

Table 28: Duration of internet usage from home
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,336

5,309

1,981

2,389

14,015

Less than 30 Minutes

16%

14%

15%

12%

15%

30 to 60 Minutes

29%

27%

28%

29%

28%

1-2 Hours

33%

36%

38%

33%

35%

2-5 Hours

16%

18%

15%

19%

17%

5-8 Hours

3%

3%

3%

3%

3%

More than 8 Hours

2%

2%

2%

4%

3%

Table 29: Duration of internet usage from office
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,933

6,499

2,852

2,816

17,100

Less than 30 Minutes

19%

20%

21%

20%

20%

30 to 60 Minutes

23%

25%

27%

27%

25%

1-2 Hours

27%

26%

27%

25%

26%

2-5 Hours

18%

15%

14%

14%

15%

5-8 Hours

7%

7%

7%

6%

7%

More than 8 Hours

6%

7%

6%

8%

7%

Table 30: Duration of internet usage during weekdays
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,835

8,201

3,607

4,313

21,956

Less than 30 Minutes

8%

8%

8%

8%

8%

30 to 60 Minutes

20%

20%

20%

20%

20%

1-2 Hours

32%

35%

35%

34%

34%

2-5 Hours

25%

24%

23%

24%

24%

5-8 Hours

8%

7%

7%

7%

7%

More than 8 Hours

7%

7%

7%

8%

7%

121

Table 31: Duration of internet usage during weekends
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,264

7,338

3,219

3,701

19,522

Less than 30 Minutes

10%

10%

10%

9%

10%

30 to 60 Minutes

16%

18%

19%

18%

17%

1-2 Hours

31%

30%

33%

31%

31%

2-5 Hours

25%

25%

21%

24%

24%

5-8 Hours

9%

9%

9%

9%

9%

More than 8 Hours

9%

9%

9%

10%

9%

Table 32: Duration of PC usage from home
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

4,631

5,743

2,212

2,628

15,214

Less than 30 Minutes

11%

10%

8%

11%

10%

30 to 60 Minutes

20%

21%

22%

18%

20%

1-2 Hours

37%

36%

40%

33%

37%

2-5 Hours

21%

21%

21%

25%

22%

5-8 Hours

6%

7%

6%

7%

7%

More than 8 Hours

5%

5%

5%

7%

5%

Table 33: Duration of PC usage from office
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,211

6,952

3,053

2,984

18,200

Less than 30 Minutes

4%

5%

5%

9%

5%

30 to 60 Minutes

7%

9%

8%

12%

9%

1-2 Hours

17%

15%

17%

22%

17%

2-5 Hours

25%

22%

22%

20%

22%

5-8 Hours

26%

27%

28%

20%

26%

More than 8 Hours

21%

22%

22%

18%

21%

122

Table 34: Time spent by internet users on watching TV
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,809

8,226

3,644

4,283

21,962

Less than 30 Minutes

15%

16%

16%

17%

16%

30 to 60 Minutes

31%

29%

27%

27%

28%

1-2 Hours

44%

43%

44%

40%

43%

2-5 Hours

10%

11%

12%

14%

11%

5-8 Hours

0.6%

1%

2%

2%

1%

More than 8 Hours

0.3%

0.6%

0.6%

0.7%

0.5%

Table 35: Time spent by internet users on reading newspaper
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

5,987

8,447

3,706

4,361

22,501

Less than 30 Minutes

41%

45%

47%

51%

46%

30 to 60 Minutes

44%

42%

41%

36%

41%

1-2 Hours

15%

12%

11%

11%

12%

2-5 Hours

0.8%

1%

0.7%

1%

1%

5-8 Hours

0.1%

0.1%

0.2%

0.4%

0.2%

More than 8 Hours

0.1%

0.2%

0.2%

0.3%

0.2%

Table 36: Time spent by internet users on listening to radio
Time Spent

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,870

5,570

2,385

2,960

14,785

Less than 30 Minutes

50%

45%

46%

41%

46%

30 to 60 Minutes

26%

27%

26%

24%

26%

1-2 Hours

16%

19%

19%

21%

19%

2-5 Hours

5%

6%

5%

9%

6%

5-8 Hours

1%

2%

3%

3%

2%

More than 8 Hours

2%

2%

2%

3%

2%

123

Table 37: Professional activities
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Emailing - work related

90%

85%

81%

74%

83%

Job Search

77%

72%

76%

67%

73%

Instant messaging

62%

62%

62%

61%

62%

Search work related info

61%

50%

46%

36%

49%

Check business/Financial news

43%

32%

25%

18%

30%

Business/prof. networking

36%

27%

22%

19%

26%

Look for Seminar/workshops

35%

22%

20%

17%

24%

Check business travel info.

27%

18%

15%

13%

19%

1%

2%

3%

6%

3%

None of the Above

Table 38: Personal activities
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Emailing - personal

94%

90%

89%

83%

89%

Check news

67%

60%

60%

58%

61%

Chatting

55%

59%

60%

64%

59%

Check Sports

57%

56%

60%

57%

57%

Dating/Friendship

47%

50%

53%

57%

51%

Matrimonial search

48%

46%

52%

47%

48%

Astrology

46%

45%

48%

45%

46%

Search for product information

52%

45%

41%

38%

45%

Social networking/communities

47%

42%

44%

42%

44%

Share pictures

40%

39%

38%

43%

40%

Check hobby related info

36%

32%

27%

31%

32%

Check health & lifestyle info

35%

30%

29%

25%

30%

Check cinema content

25%

27%

31%

30%

28%

Check personal travel info.

38%

25%

19%

19%

26%

0.6%

0.6%

0.7%

1%

0.7%

None of the above

124

Table 39: Downloading activities
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Music

56%

58%

63%

65%

60%

Online games

49%

53%

57%

60%

54%

Mobile contents (ring tones/games)

47%

48%

52%

54%

50%

Educational / Learning material

50%

46%

47%

47%

48%

Screensavers/wallpapers

40%

47%

47%

50%

46%

Movies

27%

28%

30%

35%

29%

Adult content

18%

18%

18%

20%

18%

None of the above

15%

14%

12%

11%

13%

Table 40: E-commerce related activities
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,795

5,267

2,309

2,672

14,043

E-greetings

63%

59%

57%

51%

58%

Check financial info

51%

45%

46%

40%

46%

Check real estate info

40%

35%

38%

35%

37%

Net banking

41%

33%

27%

17%

31%

Book train tickets

36%

30%

26%

23%

29%

Buy non-travel products

35%

26%

21%

15%

25%

Book air tickets

37%

23%

17%

13%

23%

Online bill payment

32%

22%

19%

15%

23%

Online stock trading

22%

14%

9%

6%

13%

Net telephony

15%

13%

13%

10%

13%

Book hotels

11%

8%

7%

8%

8%

7%

13%

15%

20%

13%

None of these

Table 41: Online shopping
Online Shopping

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Searched only

24%

31%

37%

44%

33%

Both searched and bought

57%

45%

38%

28%

43%

Neither searched nor bought

20%

24%

25%

28%

24%

125

Table 42: Blogging activities
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Check / read blogs at least once a week

25%

23%

24%

18%

23%

Check / read blogs less than once a week

10%

8%

8%

4%

4%

Comment on blog post at least once a week

10%

9%

10%

8%

9%

Comment on blog post less than once a week

7%

5%

5%

2%

3%

Have a blog site of my own

8%

6%

7%

6%

7%

67%

71%

69%

75%

70%

None of the above

Table 43: Member of an online community
Membership

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Not a member of any online community

55%

62%

59%

60%

59%

Member of an online community

45%

38%

41%

40%

41%

126

Table 44: Membership by type of online community
Membership

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Not a member of any online community

55%

62%

59%

60%

59%

Alumni & Schools

11%

7%

5%

4%

7%

Computers & Internet

4%

5%

7%

6%

5%

Romance & Relationships

4%

5%

5%

5%

5%

Business / Professional community

6%

3%

3%

1%

3%

Music

2%

3%

3%

4%

3%

Schools & Education

3%

2%

2%

4%

3%

Games

2%

2%

2%

4%

2%

Individuals

3%

1%

3%

2%

2%

Arts & Entertainment

1%

2%

2%

2%

2%

Cultures & Community

2%

1%

2%

1%

2%

Company

1%

2%

2%

1%

1%

Travel

1%

0.9%

0.7%

0.8%

0.9%

Religion & Beliefs

0.7%

1%

0.7%

0.6%

0.8%

Science & History

0.8%

0.7%

0.7%

0.8%

0.8%

1%

0.6%

0.6%

0.3%

0.7%

Automotive

0.5%

0.9%

0.3%

0.2%

0.5%

Family & Home

0.7%

0.4%

0.7%

0.4%

0.5%

Countries & Regional

0.7%

0.2%

0.3%

0.4%

0.4%

Fashion & Beauty

0.5%

0.5%

0.2%

0.6%

0.4%

Hobbies & Crafts

0.5%

0.3%

0.2%

0.4%

0.4%

Recreation & Sports

0.1%

0.3%

0.7%

0.1%

0.3%

Cities & Neighborhoods

0.3%

0.1%

0.1%

0.0%

0.2%

Gay, Lesbian & Bi

0.1%

0.2%

0.2%

0.3%

0.2%

Government & Politics

0.3%

0.1%

0.1%

0.1%

0.2%

Pets & Animals

0.2%

0.2%

0.2%

0.2%

0.2%

Food, Drink & Wine

0.2%

0.1%

0.0%

0.1%

0.1%

Health, Wellness & Fitness

Table 45: Usage of other language websites
Language

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Use other language websites

12%

11%

14%

10%

12%

Use only English websites

89%

89%

86%

90%

88%

127

Table 46: Online activities desired in other languages
Activity

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,829

5,345

2,353

2,726

14,253

Email

55%

61%

65%

65%

61%

Chatting

39%

45%

48%

53%

46%

Entertainment

39%

44%

46%

51%

45%

Search information

32%

32%

34%

33%

33%

Online news

32%

31%

32%

29%

31%

Online learning / education

30%

30%

31%

32%

31%

Astrology

23%

24%

24%

22%

23%

Online shopping

19%

19%

17%

15%

18%

Travel related information

19%

17%

15%

14%

16%

Matrimony

14%

13%

14%

13%

13%

Blog

13%

12%

12%

9%

12%

Not Interested

25%

22%

18%

17%

21%

Table 47: Problems faced while surfing the internet
Problems Faced

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,828

5,345

2,353

4,994

14,252

Slow website opening

62%

61%

59%

65%

62%

Virus / spyware

57%

49%

46%

44%

49%

Spam / junk mails

60%

50%

46%

36%

49%

Unsolicited ads/pop-ups

54%

46%

40%

36%

45%

Difficult to connect

33%

33%

34%

39%

35%

Lack of response to queries

29%

25%

25%

28%

27%

Cumbersome navigation

16%

12%

10%

9%

12%

Lack of local language content

8%

8%

10%

8%

9%

Never faced any problem

6%

8%

9%

11%

8%

Others

2%

2%

1%

2%

2%

128

Table 48: Top of mind unaided recall - all websites
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,276

9,218

4,108

4,831

24,433

Yahoo

27%

30%

30%

33%

30%

Google

32%

27%

27%

22%

27%

Rediff

13%

13%

12%

9%

12%

Orkut

3%

4%

5%

7%

5%

Gmail

4%

3%

4%

1%

3%

Hotmail

2%

2%

2%

1%

2%

Indiatimes

1%

1%

0.6%

0.9%

1%

Contest2win

0.3%

0.6%

0.5%

0.8%

0.6%

MSN

0.6%

0.6%

0.3%

0.5%

0.5%

Naukri

0.7%

0.6%

0.4%

0.4%

0.5%

Sify

0.2%

0.7%

0.2%

0.8%

0.5%

Moneycontrol

0.7%

0.3%

0.6%

0.1%

0.4%

Microsoft

0.3%

0.5%

0.3%

0.5%

0.4%

Ebay

0.4%

0.2%

0.3%

0.4%

0.3%

Monster

0.3%

0.3%

0.3%

0.1%

0.3%

Nokia

0.2%

0.3%

0.4%

0.3%

0.3%

Santabanta

0.2%

0.4%

0.3%

0.4%

0.3%

Wikipedia

0.6%

0.2%

0.3%

0.3%

0.3%

WWE

0.0%

0.3%

0.6%

0.5%

0.3%

India

0.1%

0.2%

0.3%

0.4%

0.3%

Espnstar

0.2%

0.2%

0.1%

0.3%

0.2%

Freshersworld

0.1%

0.3%

0.2%

0.4%

0.2%

Howstuffworks

0.1%

0.2%

0.1%

0.4%

0.2%

ICICIbank

0.2%

0.2%

0.2%

0.2%

0.2%

IRCTC

0.2%

0.0%

0.2%

0.3%

0.2%

NDTV

0.2%

0.3%

0.1%

0.0%

0.2%

Reliance

0.1%

0.3%

0.1%

0.1%

0.2%

Funmaza

0.0%

0.1%

0.1%

1%

0.2%

India games

0.1%

0.1%

0.1%

0.4%

0.2%

You tube

0.2%

0.1%

0.4%

0.3%

0.2%

BBC

0.1%

0.1%

0.0%

0.2%

0.1%

BSNL

0.0%

0.2%

0.1%

0.1%

0.1%

CBSE

0.0%

0.0%

0.0%

0.2%

0.1%

Cricinfo

0.1%

0.2%

0.2%

0.2%

0.1%

Download

0.0%

0.1%

0.0%

0.2%

0.1%

Hi5

0.1%

0.0%

0.1%

0.2%

0.1%

Hpindia

0.1%

0.1%

0.1%

0.0%

0.1%

ICICIDirect

0.2%

0.2%

0.1%

0.0%

0.1%

Indiafm

0.0%

0.1%

0.0%

0.1%

0.1%

Manoramaonline

0.1%

0.1%

0.1%

0.2%

0.1%

NSEindia

0.0%

0.1%

0.1%

0.1%

0.1%

Raaga

0.1%

0.1%

0.1%

0.3%

0.1%

Sharekhan

0.0%

0.0%

0.4%

0.0%

0.1%

Sony

0.1%

0.1%

0.0%

0.2%

0.1%

129

Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Timesjob

0.1%

0.2%

0.1%

0.1%

0.1%

Timesofindia

0.1%

0.2%

0.0%

0.0%

0.1%

Ebizel

0.1%

0.2%

0.1%

0.3%

0.1%

Makemytrip

0.1%

0.0%

0.1%

0.0%

0.1%

Yatra

0.0%

0.0%

0.1%

0.1%

0.1%

Zapak

0.1%

0.1%

0.1%

0.3%

0.1%

123Greetings

0.1%

0.0%

0.0%

0.1%

0.0%

Amazon

0.0%

0.0%

0.0%

0.0%

0.0%

Bharatmatrimony

0.0%

0.0%

0.1%

0.0%

0.0%

Economictimes

0.1%

0.0%

0.0%

0.0%

0.0%

HDFC

0.0%

0.1%

0.1%

0.0%

0.0%

Indiabulls

0.0%

0.0%

0.1%

0.0%

0.0%

Indiainfoline

0.1%

0.0%

0.0%

0.0%

0.0%

Indiamart

0.0%

0.0%

0.0%

0.0%

0.0%

Indianexpress

0.0%

0.0%

0.0%

0.0%

0.0%

Indianrailways

0.1%

0.0%

0.0%

0.0%

0.0%

Indya

0.0%

0.0%

0.0%

0.0%

0.0%

Samachar

0.0%

0.0%

0.0%

0.0%

0.0%

Shaadi

0.0%

0.0%

0.0%

0.0%

0.0%

VSNL

0.0%

0.0%

0.0%

0.0%

0.0%

Rcm business

0.0%

0.1%

0.0%

0.0%

0.0%

Mail2 web

0.0%

0.0%

0.0%

0.1%

0.0%

Airtel

0.0%

0.0%

0.0%

0.0%

0.0%

Others

10%

12%

11%

15%

12%

130

Table 49: Most used website - all websites
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,792

5,268

2,331

2,684

14,075

Google

35%

29%

28%

24%

29%

Yahoo

24%

27%

27%

30%

27%

Rediff

12%

12%

11%

8%

11%

Orkut

4%

7%

10%

12%

8%

Gmail

4%

4%

4%

3%

4%

Hotmail

1%

2%

1%

1%

2%

Indiatimes

2%

0.7%

0.6%

0.7%

0.9%

Wikipedia

0.8%

0.4%

0.8%

0.6%

0.6%

Moneycontrol

1%

0.5%

0.4%

0.0%

0.5%

Naukri

0.6%

0.7%

0.3%

0.5%

0.5%

Sify

0.4%

0.4%

0.5%

0.6%

0.5%

Ebay

0.2%

0.3%

0.4%

0.6%

0.4%

MSN

0.3%

0.6%

0.5%

0.1%

0.4%

Icicibank

0.5%

0.4%

0.1%

0.0%

0.3%

Icicidirect

0.5%

0.4%

0.1%

0.1%

0.3%

Santabanta

0.3%

0.3%

0.1%

0.4%

0.3%

Contest2win

0.2%

0.2%

0.8%

0.3%

0.3%

Download

0.2%

0.2%

0.2%

0.3%

0.2%

Monster

0.1%

0.3%

0.3%

0.1%

0.2%

Nseindia

0.3%

0.1%

0.1%

0.4%

0.2%

Raaga

0.0%

0.3%

0.3%

0.1%

0.2%

WWE

0.0%

0.3%

0.1%

0.4%

0.2%

Youtube

0.0%

0.1%

0.3%

0.3%

0.2%

Bseindia

0.1%

0.2%

0.2%

0.2%

0.2%

Espnstar

0.1%

0.2%

0.2%

0.1%

0.1%

Sharekhan

0.2%

0.1%

0.1%

0.1%

0.1%

Timesjob

0.0%

0.1%

0.3%

0.1%

0.1%

12%

13%

11%

17%

13%

Others

131

Table 50: Preferred website for emailing
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Yahoo

46%

51%

56%

63%

53%

Gmail

26%

20%

19%

14%

20%

Rediff

19%

19%

18%

15%

18%

Hotmail

6%

7%

5%

5%

6%

Sify

1%

1%

0.7%

1%

1%

Indiatimes

1%

0.9%

1%

0.8%

0.9%

Sancharnet/BSNL

0.8%

0.8%

0.4%

0.6%

0.7%

VSNL

0.7%

0.5%

0.4%

0.4%

0.5%

Lycos

0.1%

0.2%

0.2%

0.1%

0.2%

AOL

0.0%

0.2%

0.0%

0.1%

0.1%

Table 51: Multiple user shares of email websites
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

Yahoo

87%

88%

91%

92%

89%

Gmail

66%

58%

62%

50%

59%

Rediff

59%

59%

58%

48%

57%

Hotmail

39%

36%

35%

32%

36%

Indiatimes

22%

18%

16%

11%

17%

Sify

14%

13%

13%

12%

13%

Sancharnet/BSNL

8%

7%

7%

6%

7%

VSNL

5%

4%

5%

4%

4%

AOL

3%

3%

3%

3%

3%

Lycos

2%

2%

2%

2%

2%

Others

5%

4%

4%

4%

4%

132

Table 52: No. of email account
No. Of Email A/C

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,429

9,401

4,236

4,994

25,060

One

12%

13%

15%

21%

15%

Two

26%

28%

29%

28%

28%

Three

28%

28%

27%

26%

27%

Four

19%

17%

15%

15%

17%

Five or more

16%

13%

14%

11%

14%

Average email ids

3.1

3.0

2.9

2.7

3.0

Table 53: Preferred website for job search
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,957

3,828

1,755

1,847

10,387

Naukri

46%

40%

30%

27%

37%

Monster

24%

26%

26%

36%

27%

Timesjobs

12%

14%

16%

13%

14%

Google

3%

4%

9%

6%

5%

Yahoo

2%

3%

3%

4%

3%

Rediff

1%

2%

2%

2%

2%

Freshersworld

2%

1%

2%

0.9%

2%

2%

1%

2%

1%

1%

0.5%

1%

1%

3%

1%

Indiatimes
Jobs
Jobsahead

2%

1%

1%

0.3%

1%

Jobstreet

0.7%

0.5%

1%

0.4%

0.7%

Jobsearch

0.4%

0.6%

1%

0.1%

0.6%

Clickjobs

0.5%

0.4%

0.5%

0.6%

0.5%

Devnetjobs

0.4%

0.2%

0.0%

0.0%

0.2%

Jobsindia

0.2%

0.0%

0.3%

0.1%

0.1%

4%

5%

6%

7%

5%

Others

133

Table 54: Preferred website for mobile content
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,756

2,536

1,190

1,430

6,912

Yahoo

12%

14%

13%

18%

14%

Rediff

15%

13%

10%

11%

12%

Google

9%

8%

13%

11%

10%

Nokia

8%

9%

11%

7%

9%

10%

8%

3%

5%

7%

Mobile9

4%

5%

4%

4%

4%

Hutch

4%

4%

3%

2%

3%

Ringtones

2%

2%

5%

3%

3%

Funmaza

2%

4%

2%

3%

3%

Airtel

3%

3%

2%

2%

3%

Mobango

1%

3%

2%

2%

2%

Zedge

2%

2%

1%

3%

2%

Sify

2%

1%

2%

1%

2%

Indiatimes

Sonyericsson

2%

1%

0.6%

0.7%

1%

Santabanta

0.6%

0.9%

1%

0.8%

0.8%

Games

0.7%

1%

1%

0.2%

0.8%

Cooltoad

0.7%

0.7%

0.5%

1%

0.7%

Masti4India

0.6%

0.4%

0.6%

1%

0.7%

Mobileringtones

0.6%

0.9%

0.8%

0.6%

0.7%

Download

0.9%

0.6%

0.5%

0.5%

0.6%

Freeringtones

0.3%

0.9%

0.6%

0.5%

0.6%

R World

0.6%

0.6%

0.7%

0.5%

0.6%

Tagtag

0.5%

1%

0.4%

0.4%

0.6%

Motozone

0.2%

0.9%

0.9%

0.3%

0.6%

Getjar

0.8%

0.4%

0.4%

0.6%

0.6%

Mauj

0.5%

0.5%

0.6%

0.3%

0.5%

Papuyaar

0.3%

0.6%

0.0%

0.4%

0.4%

Samsungmobile

0.3%

0.5%

0.7%

0.0%

0.4%

Zapak

0.3%

0.2%

0.4%

0.7%

0.4%

Cellebrum

0.5%

0.4%

0.3%

0.0%

0.3%

MSN

0.6%

0.3%

0.3%

0.1%

0.3%

Idea

0.6%

0.3%

0.3%

0.0%

0.3%

Hungama

0.6%

0.1%

0.2%

0.1%

0.2%

Indiafm

0.2%

0.1%

0.0%

0.2%

0.2%

Raaga

0.3%

0.2%

0.1%

0.4%

0.2%

Dotsis

0.1%

0.2%

0.3%

0.1%

0.2%

BSNL

0.3%

0.1%

0.4%

0.1%

0.2%

Apniisp

0.1%

0.2%

0.3%

0.2%

0.2%

Others

12%

11%

16%

18%

14%

134

Table 55: Preferred website for sports
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,080

2,815

1,299

1,472

7,666

Espnstarsports

28%

30%

25%

32%

29%

Cricinfo

16%

12%

17%

8%

14%

Yahoo

11%

13%

12%

12%

12%

Google

5%

7%

11%

9%

8%

Rediff

10%

8%

7%

6%

8%

Sports

3%

4%

4%

6%

4%

Indiatimes

3%

3%

2%

3%

3%

Cricketnext

2%

2%

3%

1%

2%

NDTV

3%

2%

1%

2%

2%

0.9%

3%

2%

4%

2%

2%

2%

2%

2%

2%

0.6%

2%

3%

3%

2%

1%

2%

1%

2%

1%

0.9%

1%

0.5%

0.1%

0.8%

1%

0.5%

0.5%

0.6%

0.7%

Khel

0.5%

0.5%

0.4%

0.4%

0.5%

Iccworldcup

0.7%

0.5%

0.3%

0.6%

0.5%

DD Sports

0.6%

0.3%

0.3%

0.4%

0.4%

CNN

0.3%

0.3%

0.9%

0.2%

0.4%

Cricbuzz

0.6%

0.3%

0.1%

0.0%

0.3%

Zeesports

0.1%

0.4%

0.1%

0.0%

0.2%

8%

7%

9%

7%

8%

Tensports
Sify
WWE
MSN
BBC Sports
Timesofindia

Others

135

Table 56: Preferred website for travel products
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,208

2,657

1,062

1,162

7,089

Makemytrip

22%

18%

9%

14%

17%

Yatra

16%

15%

16%

19%

16%

IRCTC

18%

17%

15%

11%

15%

Google

8%

9%

17%

13%

11%

Yahoo

6%

9%

8%

12%

8%

Rediff

4%

5%

6%

5%

5%

Indiatimes

4%

3%

2%

3%

3%

Travel

1%

3%

4%

3%

3%

Travelguru

3%

3%

1%

0.9%

2%

Cleartrip

3%

2%

2%

2%

2%

Airdeccan

2%

2%

1%

0.6%

2%

Airindia

0.5%

0.6%

1%

2%

0.9%

Travel India

0.7%

0.9%

0.1%

1%

0.8%

Jetairways

0.9%

0.8%

0.6%

0.1%

0.7%

Sify

0.6%

0.4%

0.8%

1%

0.7%

Rajtravels

0.4%

0.7%

1%

0.8%

0.7%

MSN

0.5%

0.1%

2%

0.3%

0.6%

Tours

0.3%

0.7%

0.9%

0.6%

0.6%

Goair

0.5%

0.3%

0.5%

0.3%

0.4%

Indianairlines

0.4%

0.5%

0.3%

0.0%

0.4%

Spicejet

0.3%

0.5%

0.7%

0.2%

0.4%

Indiatravels

0.5%

0.3%

0.4%

0.1%

0.3%

Incredibleindia

0.0%

0.6%

0.5%

0.1%

0.3%

Hotels

0.3%

0.1%

0.2%

0.6%

0.3%

Flykingfisher

0.3%

0.1%

0.1%

0.5%

0.2%

Travelocity

0.1%

0.2%

0.3%

0.1%

0.2%

KSRTC

0.0%

0.1%

0.2%

0.3%

0.1%

Thomascook

0.2%

0.2%

0.0%

0.0%

0.1%

Airsahara

0.0%

0.0%

0.0%

0.0%

0.0%

Sitatours

0.0%

0.1%

0.0%

0.0%

0.0%

8%

9%

11%

9%

9%

Others

136

Table 57: Preferred website for matrimony
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,839

2,420

1,142

1,274

6,675

Bharatmatrimony

33%

30%

28%

23%

29%

Shaadi

29%

30%

24%

30%

28%

Google

4%

4%

7%

8%

6%

Jeevansaathi

7%

5%

5%

5%

6%

Yahoo

5%

5%

4%

8%

5%

Matrimony

3%

5%

5%

5%

5%

Rediff

3%

4%

3%

4%

3%

Tamilmatrimony

2%

3%

5%

3%

3%

Simplymarry

3%

3%

2%

4%

3%

Matrimonial

2%

2%

2%

2%

2%

Telugumatrimony

1%

0.9%

2%

0.4%

1%

Keralamatrimony

1%

0.9%

1%

0.1%

0.9%

Indiamatrimony

0.2%

2%

1%

0.3%

0.9%

Indiatimes

0.9%

0.8%

0.1%

1%

0.8%

Indianmatrimony

0.3%

0.3%

1%

0.5%

0.6%

MSN

0.7%

0.0%

1%

0.0%

0.5%

Sify

0.1%

0.3%

0.5%

0.8%

0.4%

Punjabmatrimony

0.0%

0.4%

0.4%

0.2%

0.3%

Matchmaker

0.2%

0.1%

0.2%

0.2%

0.2%

Oriyamatrimony

0.7%

0.0%

0.0%

0.0%

0.2%

Bengalimatrimony

0.6%

0.1%

0.1%

0.0%

0.2%

Marathimatrimony

0.0%

0.0%

0.5%

0.0%

0.1%

Hindimatrimony

0.2%

0.0%

0.0%

0.0%

0.1%

Gujuratimatrimony

0.1%

0.0%

0.1%

0.0%

0.1%

Urdumatrimony

0.0%

0.2%

0.0%

0.0%

0.1%

Agarwal2Agarwal

0.1%

0.0%

0.0%

0.0%

0.0%

Sindhimatrimony

0.0%

0.1%

0.0%

0.0%

0.0%

4%

3%

6%

4%

4%

Others

137

Table 58: Preferred website for financial news/info
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,919

2,302

974

1,012

6,207

18%

15%

11%

5%

13%

Google

8%

12%

19%

16%

13%

Yahoo

9%

12%

11%

19%

12%

ICICI Direct/ICICI Bank

9%

7%

7%

3%

7%

Rediff

6%

7%

6%

6%

6%

Sharekhan

5%

3%

5%

4%

4%

NDTV/NDTVprofit

5%

5%

2%

4%

4%

Indiatimes

6%

4%

2%

3%

4%

Economictimes

5%

3%

2%

2%

3%

Stockmarket

2%

2%

1%

6%

2%

NSE

1%

2%

1%

2%

2%

Sify

1%

2%

2%

2%

2%

Business

1%

1%

0.7%

2%

1%

Financialnews

0.3%

0.5%

3%

2%

1%

CNN

0.4%

1%

1%

2%

1%

Indiabulls

2%

1%

0.3%

0.9%

1%

MSN

1%

2%

0.8%

0.5%

1%

Timesofindia

2%

0.6%

1%

0.5%

1%

Moneycontrol/CNBC

Financialexpress

1%

1%

0.3%

0.8%

0.9%

HDFC

0.2%

0.8%

2%

0.2%

0.8%

BBC

0.3%

1%

0.3%

2%

0.8%

Kotaksecurities

0.3%

0.5%

0.9%

1%

0.6%

Zeebusiness

0.5%

1%

0.2%

0.5%

0.6%

Indiainfoline

1%

0.3%

0.2%

0.2%

0.5%

Ibnlive

0.3%

0.7%

0.5%

0.2%

0.5%

Efinancialnews

0.3%

0.7%

0.3%

0.9%

0.5%

Equitymaster

0.8%

0.1%

0.5%

0.3%

0.4%

Valueresearch

0.5%

0.5%

0.3%

0.0%

0.4%

Manoramaonline

0.1%

0.1%

0.3%

1%

0.4%

Reliancemoney

0.1%

0.5%

0.4%

0.2%

0.3%

Capitalmarket

0.5%

0.2%

0.0%

0.0%

0.2%

Karvey

0.1%

0.2%

0.3%

0.1%

0.2%

5Paisa

0.2%

0.2%

0.1%

0.0%

0.1%

Others

13%

13%

17%

14%

14%

138

Table 59: Preferred website for cinema
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base
Yahoo
Google
Bollywood
PVR Cinemas
Indiafm
Rediff
Cinema
Santabanta
Indiatimes
Movies
Tamilcinemas
Idlebrain
Sify
Indiaglitz
Imdb
Funcinemas
Raaga
Youtube
Inox
Zeecinemas
Indiancinema
Thecinema
Adlabs
MSN
Satyamcinema
Galatta
Indya
Cinemax
Teluguone
Andhravilas
Filmfare
Hollywood
Musicindiaonline
Cinesouth
NDTV
Smashits
Timesofindia
Starmovies
Malayalamcinema
Chitraloka
Yashrajfilms
Prasad2
Funmala
Sonypictures
Glamsham
Others

1,819
7%
9%
4%
7%
4%
6%
4%
2%
5%
3%
2%
3%
2%
2%
2%
3%
1%
0.6%
1%
1%
0.9%
1%
1%
0.8%
1%
0.8%
0.6%
1%
0.1%
0.7%
0.9%
1%
0.2%
0.1%
0.6%
0.1%
0.6%
0.5%
0.8%
0.5%
0.1%
0.3%
0.1%
0.3%
0.1%
15%

2,526
12%
7%
5%
6%
6%
5%
4%
4%
3%
3%
2%
2%
2%
1%
2%
2%
0.8%
2%
2%
0.8%
0.8%
1%
1%
0.2%
1%
0.7%
1%
0.8%
1%
0.3%
0.5%
0.3%
0.4%
0.4%
0.5%
0.4%
0.1%
0.6%
0.5%
0.4%
0.2%
0.2%
0.2%
0.2%
0.2%
17%

1,145
9%
12%
6%
3%
3%
3%
3%
2%
3%
2%
3%
3%
2%
4%
1%
0.7%
2%
2%
0.7%
1%
0.9%
0.6%
0.9%
2%
0.7%
1%
1%
0.6%
0.9%
1%
0.8%
0.4%
1%
0.5%
0.1%
0.6%
0.8%
0.1%
0.2%
0.1%
0.2%
0.2%
0.2%
0.2%
0.4%
19%

1,393
17%
10%
6%
3%
4%
3%
3%
5%
2%
5%
3%
1%
4%
1%
2%
0.9%
1%
0.7%
0.8%
1%
2%
0.8%
0.1%
0.5%
0.5%
0.2%
0.2%
0.3%
0.3%
0.4%
0.1%
0.4%
0.0%
1%
0.4%
0.4%
0.2%
0.5%
0.2%
0.5%
0.7%
0.4%
0.5%
0.1%
0.0%
15%

6,883
11%
9%
5%
5%
5%
5%
4%
3%
3%
3%
3%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
0.9%
0.9%
0.9%
0.8%
0.8%
0.7%
0.7%
0.7%
0.6%
0.5%
0.5%
0.5%
0.4%
0.4%
0.4%
0.4%
0.4%
0.4%
0.3%
0.3%
0.3%
0.2%
0.2%
16%

139

Table 60: Preferred website for online share/stock trading
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

688

579

165

126

1,558

ICICI Direct

41%

34%

33%

25%

36%

Sherkhan

22%

23%

21%

18%

22%

Indiabulls

8%

7%

6%

3%

7%

Kotaksecurities

3%

4%

6%

6%

4%

Religare

2%

1%

12%

6%

4%

5Paisa

2%

5%

2%

4%

3%

BSE

2%

2%

5%

8%

3%

NSE

2%

3%

2%

2%

3%

Geojit

2%

4%

0.0%

0.0%

2%

hdfcsec

3%

1%

3%

2%

2%

Reliancemoney

0.7%

2%

0.1%

4%

1%

Karvy

0.6%

0.5%

0.3%

0.0%

0.5%

Angeltrade

0.6%

0.7%

0.0%

0.2%

0.5%

12%

12%

11%

22%

13%

Others

140

Table 61: Preferred website for games
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,802

2,729

1,281

1,571

7,383

Yahoo

19%

19%

16%

16%

18%

Zapak

16%

18%

17%

19%

17%

Google

7%

8%

12%

8%

9%

Games

6%

6%

7%

8%

7%

Miniclip

4%

4%

3%

6%

4%

Rediff

4%

4%

2%

2%

3%

Indiagames

3%

3%

5%

2%

3%

Contest2Win

3%

4%

2%

3%

3%

MSN

2%

1%

2%

2%

2%

Onlinegames

2%

2%

2%

1%

2%

Indiatimes

3%

2%

1%

0.8%

2%

Download

2%

1%

1%

1%

1%

Easports

1%

1%

2%

2%

1%

0.2%

1%

1%

2%

1%

2%

1%

0.8%

0.1%

1%

Bigfishgames

0.9%

1%

0.4%

1%

0.8%

Freeonlinegames

0.9%

0.9%

0.5%

0.6%

0.7%

Sify

0.7%

0.9%

0.8%

0.4%

0.7%

Cartoonnetwork

0.4%

0.4%

0.3%

1%

0.6%

Freegames

0.9%

0.3%

0.7%

0.5%

0.6%

Hungama

0.7%

0.4%

1%

0.3%

0.6%

Funmaza

0.6%

0.8%

0.1%

0.6%

0.5%

Realarcade

0.8%

0.3%

0.5%

0.3%

0.5%

Funtoosh

0.1%

0.2%

0.1%

1%

0.4%

Gamehouse

0.3%

0.5%

0.0%

0.8%

0.4%

Gamespot

0.3%

0.3%

0.2%

1%

0.4%

Sports

0.9%

0.4%

0.1%

0.1%

0.4%

Stickcricket

0.5%

0.4%

0.4%

0.1%

0.4%

Santabanta

0.2%

0.3%

0.5%

0.7%

0.4%

Gamesonline

0.0%

0.8%

0.4%

0.2%

0.4%

Playgames

0.4%

0.3%

0.1%

0.4%

0.3%

Gamesworld

0.3%

0.1%

0.7%

0.1%

0.3%

Gamezone

0.3%

0.4%

0.1%

0.0%

0.2%

Toondisneyindia

0.3%

0.1%

0.2%

0.3%

0.2%

Arcade

0.5%

0.2%

0.0%

0.1%

0.2%

Others

17%

17%

19%

17%

17%

Games2win
Cricinfo

141

Table 62: Preferred website for online shopping
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,149

2,723

1,148

1,241

7,261

Ebay

39%

34%

31%

32%

34%

Rediff

24%

25%

28%

20%

25%

Google

5%

6%

12%

11%

8%

Yahoo
Indiatimes
Futurebazaar
Shopping
Sify
Indiaplaza

5%

8%

7%

8%

7%

10%

8%

3%

3%

7%

4%

6%

5%

7%

6%

0.6%

2%

2%

5%

2%

2%

2%

1%

2%

2%

2%

1%

0.7%

1%

1%

0.4%

2%

0.7%

1%

1%

1%

0.3%

1%

1%

0.9%

MSN

0.9%

0.4%

2%

0.2%

0.7%

Timesofindia

0.7%

0.1%

0.3%

0.3%

0.3%

5%

5%

7%

9%

6%

Onlineshopping
Amazon

Others

142

Table 63: Preferred website for online news
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,499

3,120

1,365

1,525

8,509

Yahoo

11%

15%

17%

14%

14%

NDTV

16%

13%

9%

9%

12%

Rediff

12%

10%

10%

6%

10%

Google

7%

8%

9%

10%

9%

Indiatimes

9%

7%

5%

6%

7%

Aajtak

3%

5%

4%

7%

5%

BBC

6%

5%

4%

3%

5%

Timesofindia

5%

3%

2%

3%

3%

CNN

3%

3%

4%

2%

3%

MSN

2%

3%

3%

5%

3%

Ibnlive

4%

3%

2%

2%

3%

Manoramaonline

1%

3%

4%

3%

3%

Thehindu

2%

2%

3%

2%

2%

Sify

1%

2%

3%

3%

2%

Eenadu

2%

2%

2%

2%

2%

Zeenews

1%

3%

0.8%

2%

2%

Jagran

2%

0.8%

0.8%

2%

1%

CNBC

2%

1%

0.6%

0.3%

1%

Dinamalar

0.5%

0.6%

1%

2%

0.9%

TV9

0.1%

0.2%

0.7%

3%

0.9%

Hindustantimes

0.8%

0.7%

0.8%

0.6%

0.7%

Starnews

0.4%

0.6%

1%

0.7%

0.7%

DD News

0.5%

0.6%

0.4%

1%

0.6%

Times

0.7%

0.8%

0.3%

0.7%

0.6%

Moneycontrol

0.6%

0.7%

0.1%

0.5%

0.5%

Economictimes

0.9%

0.2%

0.3%

0.1%

0.4%

Hinduonnet

0.4%

0.3%

0.2%

0.1%

0.3%

Esakal

0.2%

0.4%

0.2%

0.2%

0.3%

Midday

0.2%

0.4%

0.1%

0.1%

0.2%

Webduniya

0.0%

0.1%

0.1%

0.2%

0.1%

7%

8%

12%

11%

9%

Others

143

Table 64: Preferred website for friendship/dating
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,762

2,631

1,209

1,482

7,084

Orkut

36%

35%

35%

36%

36%

Yahoo

21%

24%

23%

25%

23%

Google

7%

6%

12%

6%

8%

Rediff

7%

8%

6%

5%

7%

Fropper

3%

4%

2%

2%

3%

Date

2%

3%

1%

3%

2%

Indiatimes

4%

2%

0.7%

1%

2%

Hi5

1%

2%

0.9%

3%

2%

Friendfinder

2%

2%

1%

1%

2%

Adultfriendfinder

1%

2%

1%

1%

2%

0.7%

0.8%

0.6%

3%

1%

MSN

1%

0.6%

2%

0.6%

1%

Tagged

1%

0.9%

1%

0.6%

1%

Friends

Friendship

1%

0.7%

1%

0.7%

0.9%

Sify

0.6%

0.5%

0.5%

0.3%

0.5%

Desimartini

0.1%

0.3%

0.3%

1%

0.5%

Batchmates

0.7%

0.3%

0.4%

0.0%

0.4%

Friendster

0.3%

0.3%

0.0%

0.8%

0.3%

Match

0.1%

0.4%

0.2%

0.0%

0.2%

Others

10%

9%

11%

8%

9%

144

Table 65: Preferred website for music
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base
Raaga
Yahoo
Google
Cooltoad
Musicindiaonline
Music
Mp3
Rediff
Youtube
Tamilsongs
Papuyaar
Smashits
Songs
Apniisp
Mtv
Livewire
Dishant
Indiatimes
Pz10
Bollywoodmusic
Indiafm
Sify
Emusic
Andhravilas
Bollyexpress
123music
Bollyfm
Musiconline
Okesite
Funmaza
Indianmusic
MSN
Realplayer
Downloads
Mag4U
Timesmusic
Itunes
Telgusongs
Tamilmp3world
Radiomirchi
Musicworld
Musicmazaa
Desimusic
Sonymusic
Desiweb
Others

2,094
23%
9%
5%
6%
4%
4%
2%
3%
1%
2%
2%
2%
0.8%
0.8%
1%
1%
1%
2%
1%
0.8%
0.9%
1%
0.6%
1%
0.7%
0.6%
0.7%
0.9%
0.6%
0.3%
0.4%
1%
1%
0.6%
0.5%
0.8%
0.8%
0.1%
0.2%
0.5%
0.3%
0.5%
0.1%
0.1%
0.1%
13%

2,988
22%
11%
5%
5%
4%
4%
2%
3%
3%
0.7%
2%
2%
2%
2%
2%
1%
2%
1%
0.7%
0.7%
0.8%
0.7%
0.4%
0.6%
1%
0.7%
0.5%
0.7%
0.6%
1%
0.4%
0.3%
0.3%
0.6%
0.5%
0.1%
0.1%
0.5%
0.5%
0.2%
0.2%
0.5%
0.5%
0.5%
0.1%
14%

1,395
25%
8%
10%
5%
4%
4%
2%
2%
3%
3%
2%
0.6%
2%
1%
0.4%
0.9%
0.4%
0.3%
1%
1%
1%
0.6%
0.4%
0.7%
0.3%
0.8%
0.3%
0.7%
0.4%
0.3%
0.7%
0.2%
0.1%
0.4%
0.3%
0.4%
0.2%
0.4%
0.3%
0.3%
0.4%
0.0%
0.2%
0.0%
0.1%
15%

1,665
20%
10%
9%
3%
5%
4%
4%
2%
1%
3%
1%
2%
1%
2%
1%
2%
1%
0.9%
1%
1%
0.7%
2%
3%
1%
1%
1%
1%
0.7%
1%
1%
0.7%
0.3%
0.6%
0.2%
0.3%
0.2%
0.6%
0.1%
0.1%
0.1%
0.2%
0.2%
0.2%
0.1%
0.3%
10%

8,142
22%
10%
7%
5%
4%
4%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
0.9%
0.9%
0.9%
0.9%
0.9%
0.8%
0.8%
0.7%
0.7%
0.7%
0.7%
0.5%
0.5%
0.5%
0.5%
0.4%
0.4%
0.4%
0.3%
0.3%
0.3%
0.3%
0.3%
0.3%
0.2%
0.1%
13%

145

Table 66: Preferred info search engine - local language
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,078

1,368

659

748

3,853

71%

75%

72%

80%

74%

Manoramaonline

1%

3%

2%

1%

2%

Guruji

1%

1%

4%

0.1%

2%

Google

Webduniya
Kerala
Khoj
Eenadu

2%

2%

0.1%

2%

1%

0.7%

0.7%

2%

2%

1%

3%

0.5%

0.3%

0.2%

1%

3%

0.6%

1%

0.0%

1%

Webulagam

0.4%

0.8%

2%

0.4%

0.8%

MSN

0.8%

0.1%

2%

0.3%

0.8%

1%

0.7%

0.0%

0.1%

0.6%

Jagran

0.4%

0.6%

0.6%

0.3%

0.5%

Others

16%

15%

15%

14%

15%

Chennaionline

Table 67: Preferred website for real estate
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,506

1,872

836

915

5,129

Google

13%

16%

25%

18%

17%

Magicbricks

19%

14%

13%

11%

14%

Yahoo

10%

14%

14%

18%

14%

99acres

14%

12%

7%

6%

10%

Realestates

10%

10%

11%

10%

10%

Rediff

6%

7%

6%

8%

7%

Indiaproperty

6%

5%

2%

7%

5%

Property

4%

2%

6%

2%

3%

Indiatimes

3%

3%

0.9%

2%

2%

0.6%

2%

1%

1%

1%

1%

1%

1%

0.8%

1%

MSN

0.9%

0.3%

0.5%

0.4%

0.5%

Manoramaonline

0.2%

0.1%

0.4%

2%

0.5%

Realtor

0.8%

0.3%

0.0%

0.1%

0.4%

Indiabulls

0.3%

0.6%

0.4%

0.2%

0.4%

Chennaionline

0.5%

0.4%

0.6%

0.1%

0.4%

NDTV

0.4%

0.3%

0.1%

0.5%

0.3%

Keralarealestate

0.1%

0.5%

0.4%

0.0%

0.3%

11%

13%

12%

13%

12%

Sify
Sulekha

Others

146

Table 68: Preferred info search engine - English
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,367

2,911

1,211

1,385

7,874

Google

81%

74%

74%

70%

75%

Yahoo

6%

10%

10%

14%

10%

English

2%

3%

4%

3%

3%

Rediff

1%

3%

2%

3%

2%

Wikipedia

1%

1%

0.8%

2%

1%

Dictionary

1%

0.9%

1%

0.7%

1%

MSN

0.8%

0.9%

2%

0.4%

1%

Indiatimes

0.8%

0.3%

0.1%

0.6%

0.5%

BBC

0.2%

0.4%

1%

0.3%

0.5%

Sify

0.1%

0.5%

0.4%

0.6%

0.4%

Timesofindia

0.5%

0.1%

0.5%

0.1%

0.3%

Altavista

0.1%

0.7%

0.3%

0.2%

0.3%

4%

5%

4%

6%

5%

Others

Table 69: Preferred website for instant messaging
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,337

3,221

1,399

1,675

8,632

Yahoo

60%

64%

62%

65%

63%

Google Talk

17%

12%

14%

12%

14%

Rediffbol

9%

11%

10%

10%

10%

MSN

7%

6%

5%

4%

5%

Orkut

2%

3%

4%

2%

3%

Meebo

0.9%

1%

2%

2%

1%

Skype

0.6%

1%

0.1%

0.4%

0.6%

Indiatimes

0.8%

0.3%

0.2%

0.3%

0.4%

AIM

0.5%

0.3%

0.1%

0.1%

0.3%

2%

2%

4%

5%

3%

Others

147

Table 70: Preferred website for social networking/communities
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,552

1,897

841

937

5,227

Orkut

65%

64%

69%

55%

64%

Yahoo

15%

14%

12%

24%

16%

2%

1%

2%

0.6%

1%

Friends

0.5%

0.3%

0.9%

4%

1%

Communities

0.8%

2%

1%

0.5%

1%

Hi5

0.9%

2%

0.3%

0.5%

0.9%

Myspace

0.3%

0.4%

0.2%

2%

0.6%

Tagged

0.5%

0.3%

0.4%

0.2%

0.4%

Fropper

0.2%

0.7%

0.2%

0.4%

0.4%

Bharatstudent

0.7%

0.5%

0.0%

0.3%

0.4%

Ryze

0.3%

0.5%

0.1%

0.0%

0.3%

Linkedin

0.7%

0.2%

0.3%

0.0%

0.3%

14%

15%

13%

14%

14%

MSN

Others

148

Table 71: Preferred website for astrology
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,754

2,350

1,060

1,193

6,357

Yahoo

18%

21%

23%

27%

22%

Astrology

16%

20%

21%

17%

19%

Google

9%

10%

15%

11%

11%

Rediff

11%

10%

8%

8%

9%

Indiatimes astrospeak

12%

9%

5%

5%

8%

Sarafreder

2%

2%

2%

6%

3%

Sify

3%

2%

2%

2%

3%

MSN

3%

3%

3%

2%

3%

Horoscope

0.7%

1%

4%

2%

2%

Astrolife

2%

3%

0.4%

2%

2%

Ivillage

1%

1%

0.2%

0.4%

0.8%

Indianastrology
Astroyogi
Astrogyan

2%

0.9%

0.5%

0.3%

0.8%

0.9%

2%

0.1%

0.1%

0.8%

2%

0.6%

0.5%

0.7%

0.8%

Santabanta

0.4%

0.7%

0.5%

1%

0.7%

Webduniya

0.6%

0.4%

0.6%

1%

0.6%

Timesofindia
Bejandaruwalla
Astrocenter

1%

0.2%

0.4%

0.3%

0.6%

0.2%

1%

0.6%

0.2%

0.6%

2%

0.5%

0.1%

0.1%

0.6%

Paramdhaam

0.5%

0.4%

0.1%

1%

0.5%

Indya

0.5%

0.4%

0.5%

0.4%

0.5%

Astroindia

0.5%

0.3%

1%

0.2%

0.5%

Webulagam

0.0%

0.5%

1%

0.1%

0.4%

Manoramaonline

0.1%

0.0%

0.6%

1%

0.4%

Astrologyzone

0.7%

0.2%

0.3%

0.5%

0.4%

Tarot

0.5%

0.2%

0.3%

0.0%

0.3%

Ganeshaspeaks

0.1%

0.3%

0.6%

0.2%

0.3%

Cyberastro

0.8%

0.2%

0.1%

0.2%

0.3%

Astroworld

0.1%

0.6%

0.1%

0.1%

0.3%

Kundli

0.3%

0.3%

0.0%

0.3%

0.2%

Jagran

0.1%

0.2%

0.3%

0.1%

0.2%

Others

9%

9%

9%

10%

9%

149

Table 72: Preferred website for online learning/education
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

1,868

2,369

1,055

1,279

6,571

Google

36%

32%

36%

31%

34%

Yahoo

7%

9%

10%

14%

10%

Wikipedia

8%

6%

4%

5%

6%

Rediff

4%

6%

3%

3%

4%

Education

3%

3%

4%

3%

3%

W3schools

2%

2%

3%

0.6%

2%

IGNOU

2%

2%

0.6%

0.8%

1%

0.6%

1%

2%

1%

1%

Ebizel

1%

2%

0.4%

1%

1%

Indiatimes

2%

1%

0.2%

2%

1%

MSN

1%

0.8%

2%

0.2%

1%

CBSE

0.4%

0.5%

0.7%

4%

1%

ICFAI

1%

1%

0.5%

0.8%

1%

Onlinelearning

Microsoft

1%

0.5%

0.8%

1%

0.9%

Onlineeducation

0.4%

1%

0.3%

1%

0.8%

Annauniversity

0.2%

0.3%

2%

1%

0.8%

Howstuffworks

0.7%

0.8%

0.6%

0.2%

0.6%

Pubmed

0.9%

0.5%

0.3%

0.0%

0.5%

Learning

0.7%

0.3%

0.1%

0.8%

0.5%

ICAI

0.6%

0.4%

0.6%

0.4%

0.5%

Goiit

0.1%

0.6%

1%

0.4%

0.5%

Freshersworld

0.3%

0.5%

0.5%

1%

0.5%

Dewsoftoverseas

0.5%

0.7%

0.2%

0.6%

0.5%

BBC

0.8%

0.4%

0.5%

0.1%

0.5%

1%

0.3%

0.1%

0.0%

0.4%

Gurukul

0.3%

0.6%

0.1%

0.4%

0.4%

Britishcouncil

0.7%

0.3%

0.3%

0.2%

0.4%

Answers

0.5%

0.6%

0.0%

0.2%

0.4%

Worldwidelearn

0.0%

0.5%

0.1%

0.3%

0.3%

NCERT

0.3%

0.2%

0.1%

0.5%

0.3%

Mit.edu

0.2%

0.1%

0.4%

0.1%

0.2%

English

0.4%

0.2%

0.1%

0.2%

0.2%

Others

23%

25%

25%

25%

24%

Symbiosis

150

Table 73: Preferred blog sites
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

545

666

297

345

1,853

Google

21%

17%

26%

23%

21%

Yahoo

12%

21%

20%

22%

18%

Blogger

18%

10%

8%

7%

11%

Blogspot

19%

9%

10%

3%

11%

Rediff

11%

11%

11%

8%

10%

Ibibo

6%

18%

6%

10%

10%

0.0%

0.4%

0.2%

10%

2%

1%

2%

2%

4%

2%

0.0%

0.5%

2%

7%

2%

2%

1%

2%

3%

2%

0.3%

1%

5%

0.7%

2%

Mylot

2%

2%

0.7%

0.8%

1%

MSN

2%

2%

2%

0.4%

1%

Mouthshut

2%

2%

0.0%

0.0%

1%

Sulekha

1%

0.8%

0.7%

0.1%

0.7%

Myspace

0.3%

1%

1%

0.2%

0.7%

TimesofIndia

0.7%

0.3%

0.5%

0.0%

0.4%

Fropper

0.3%

0.3%

0.2%

0.5%

0.3%

Monster

0.0%

0.3%

0.0%

0.6%

0.2%

2%

2%

3%

0.8%

2%

Tagged
Debonairblog
Hi5
Indiatimes
Youtube

Others

151

Table 74: Other language preferred for local language content
Language

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

383

500

266

239

1,388

Tamil

17%

17%

25%

18%

19%

Hindi

20%

21%

14%

25%

19%

Malayalam

12%

12%

20%

16%

15%

Telugu

14%

13%

15%

8%

13%

Marathi

12%

14%

11%

10%

12%

Kannada

5%

7%

7%

8%

6%

Bengali

9%

8%

2%

5%

6%

Gujarati

6%

2%

2%

4%

3%

Oriya

2%

2%

1%

0.0%

1%

0.0%

0.6%

2%

0.0%

0.8%

1%

0.3%

0.7%

1%

0.7%

Punjabi

0.4%

0.5%

0.1%

1%

0.5%

Assamese

0.2%

0.0%

0.1%

0.3%

0.1%

Awadhi

0.0%

0.0%

0.0%

0.5%

0.1%

Bhojpuri

0.0%

0.5%

0.0%

0.0%

0.1%

Bodo

0.0%

0.0%

0.4%

0.0%

0.1%

Kanauji

0.4%

0.0%

0.0%

0.0%

0.1%

Maithili

0.0%

0.2%

0.1%

0.3%

0.1%

Manipuri

0.1%

0.0%

0.2%

0.0%

0.1%

Sanskrit

0.1%

0.0%

0.2%

0.0%

0.1%

Tulu

0.0%

0.3%

0.0%

0.0%

0.1%

Bundeli

0.0%

0.0%

0.0%

0.2%

0.0%

Haryanvi

0.2%

0.0%

0.0%

0.0%

0.0%

Kashmiri

0.2%

0.0%

0.0%

0.0%

0.0%

Marwari

0.0%

0.1%

0.0%

0.0%

0.0%

Santhali

0.0%

0.1%

0.0%

0.0%

0.0%

2%

4%

0.7%

3%

2%

Konkani
Urdu

Others

152

Table 75: Preferred website for checking local language content
Website

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

383

500

266

239

1,388

Google

13%

13%

8%

16%

12%

Yahoo

3%

8%

11%

13%

8%

Malayalamanorama

8%

6%

5%

11%

7%

Eeandu

12%

6%

6%

2%

7%

Thinamalar

4%

4%

9%

3%

5%

Webduniya

4%

3%

2%

10%

4%

Marathiworld

3%

5%

5%

2%

4%

Webulagam

2%

4%

4%

5%

4%

Tamilcinema

3%

3%

1%

10%

4%

Keralakaumudi

1%

0.0%

8%

0.3%

3%

Jagran

5%

3%

2%

1%

3%

Esakal

6%

2%

0.9%

1%

3%

Rediff

1%

3%

2%

6%

3%

Kannadaaudio

2%

2%

2%

0.1%

2%

Anandabazaar

2%

2%

0.5%

2%

2%

Dainikjagran

2%

1%

2%

0.5%

2%

Banglalive

2%

3%

0.5%

0.1%

2%

0.4%

0.1%

4%

1%

1%

Kumudam

2%

1%

1%

0.0%

1%

Gujratsamachar

2%

2%

0.1%

0.9%

1%

0.2%

1%

2%

0.2%

0.9%

bbchindi

2%

0.8%

0.0%

0.1%

0.7%

Deepika

1%

0.3%

0.5%

1%

0.7%

Sakal

0.1%

2%

0.6%

0.1%

0.7%

Vaartha

0.2%

2%

0.5%

0.2%

0.7%

1%

0.4%

0.3%

0.2%

0.6%

0.2%

0.5%

1%

0.3%

0.6%

1%

0.4%

0.2%

0.2%

0.6%

0.1%

0.6%

1%

0.2%

0.5%

1%

0.6%

0.1%

0.0%

0.5%

0.3%

0.7%

0.1%

0.0%

0.3%

17%

21%

20%

12%

19%

Matrubhumi

Amarujala

Dailythanthi
Dinakaran
Thatskannada
Epatra
Bhaskar
Maharashtratimes
Others

153

Table 76: Most preferred TV channel
TV Channel

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,419

4,743

2,084

2,385

12,631

Star Plus

12%

12%

11%

18%

13%

Discovery

6%

9%

7%

6%

7%

NDTV

7%

5%

5%

2%

5%

Aajtak

6%

4%

5%

4%

5%

Sun TV

4%

5%

6%

3%

5%

HBO

5%

4%

3%

4%

4%

Sony

3%

4%

4%

4%

4%

Star Movies

3%

3%

3%

5%

3%

Zee TV

4%

4%

3%

3%

3%

M TV

2%

4%

3%

4%

3%

Ten Sports

1%

3%

4%

4%

3%

Star One

3%

3%

2%

3%

3%

ESPN

2%

2%

2%

3%

3%

CNBC

4%

2%

2%

1%

2%

National Geographic

2%

2%

3%

2%

2%

DD 1

1%

1%

3%

2%

2%

CNN IBN

2%

2%

1%

1%

2%

Star World

2%

2%

0.7%

2%

2%

TV 9

1%

1%

1%

2%

2%

Asianet

1%

1%

2%

1%

1%

E TV

1%

1%

2%

0.9%

1%

Cartoon Network

0.4%

1%

1%

2%

1%

AXN

1%

1%

1%

1%

1%

Sab TV

1%

2%

0.3%

1%

1%

Star News

2%

0.8%

0.8%

0.9%

1%

Gemini

0.8%

1%

0.9%

0.7%

0.9%

Pogo

0.5%

0.6%

1%

1%

0.9%

1%

0.9%

1%

0.2%

0.9%

Zoom

0.6%

0.5%

1%

1%

0.9%

BBC

0.9%

0.8%

0.6%

1%

0.8%

Star Sports

0.6%

1%

0.8%

0.7%

0.8%

Sun Music

0.4%

0.5%

1%

1%

0.8%

Animal Planet

0.6%

1%

0.6%

0.3%

0.7%

Vijaya TV

0.5%

0.6%

1%

0.5%

0.7%

Disney Channel

0.3%

0.5%

0.5%

1%

0.6%

Surya TV

0.1%

0.4%

2%

0.2%

0.6%

F TV

0.5%

0.2%

0.8%

0.7%

0.5%

History Channel

0.7%

0.3%

0.6%

0.4%

0.5%

Set Max

0.7%

0.4%

0.4%

0.6%

0.5%

Zee Cinema

0.3%

0.5%

0.5%

0.6%

0.5%

NDTV Profit

1%

0.5%

0.2%

0.1%

0.5%

ETV Kannada

0.2%

0.8%

0.3%

0.4%

0.4%

India TV

0.2%

0.9%

0.2%

0.2%

0.4%

Travel & Living

154

TV Channel

SEC A

SEC B

SEC C

SEC D&E

All Users

Sahara One

0.4%

0.3%

0.2%

0.6%

0.4%

SS Music

0.0%

0.3%

0.9%

0.6%

0.4%

Vh1

0.3%

0.4%

0.3%

0.5%

0.4%

Zee News

0.7%

0.3%

0.2%

0.2%

0.4%

Dd News

0.7%

0.2%

0.2%

0.2%

0.3%

Kairali TV

0.3%

0.1%

0.8%

0.0%

0.3%

Maa TV

0.1%

0.1%

1%

0.1%

0.3%

Udaya TV

0.2%

0.2%

0.6%

0.1%

0.3%

V Channel

0.2%

0.5%

0.2%

0.3%

0.3%

Zee Marathi

0.2%

0.4%

0.3%

0.1%

0.3%

Zee Music

0.0%

0.3%

0.2%

0.9%

0.3%

NDTV24*7

0.7%

0.4%

0.1%

0.1%

0.3%

Times Now

0.5%

0.4%

0.1%

0.1%

0.3%

Aawaz

0.2%

0.3%

0.2%

0.1%

0.2%

Animax

0.2%

0.1%

0.1%

0.6%

0.2%

ETC

0.1%

0.3%

0.0%

0.4%

0.2%

Headlines Today

0.3%

0.4%

0.1%

0.0%

0.2%

Star Gold

0.1%

0.1%

0.5%

0.4%

0.2%

MH1

0.1%

0.1%

0.2%

0.4%

0.2%

Jetix

0.0%

0.3%

0.0%

0.3%

0.2%

Ibnlive

0.5%

0.2%

0.1%

0.1%

0.2%

Alfa Marathi

0.0%

0.2%

0.1%

0.0%

0.1%

Any Movie Channel

0.1%

0.1%

0.1%

0.1%

0.1%

B4U

0.1%

0.0%

0.0%

0.1%

0.1%

Etv Bangla

0.1%

0.0%

0.1%

0.0%

0.1%

Etv Marathi

0.0%

0.1%

0.2%

0.1%

0.1%

God

0.2%

0.1%

0.0%

0.1%

0.1%

Jaya TV

0.0%

0.1%

0.2%

0.1%

0.1%

Star Anand

0.1%

0.1%

0.0%

0.3%

0.1%

Teja TV

0.1%

0.1%

0.1%

0.0%

0.1%

Zee Business

0.1%

0.1%

0.0%

0.1%

0.1%

Zee Café

0.1%

0.2%

0.0%

0.0%

0.1%

Star Utsav

0.1%

0.0%

0.2%

0.2%

0.1%

Hungama TV

0.0%

0.1%

0.1%

0.3%

0.1%

India Vision

0.4%

0.0%

0.1%

0.0%

0.1%

Hall Mark

0.1%

0.0%

0.1%

0.0%

0.1%

Local

0.1%

0.0%

0.1%

0.0%

0.1%

Kiran TV

0.0%

0.3%

0.0%

0.0%

0.1%

Aditya

0.0%

0.0%

0.0%

0.0%

0.0%

Astha

0.0%

0.1%

0.0%

0.0%

0.0%

K TV

0.0%

0.0%

0.0%

0.0%

0.0%

Raj TV

0.0%

0.1%

0.0%

0.0%

0.0%

Sahara TV

0.0%

0.1%

0.0%

0.0%

0.0%

Sanskar

0.0%

0.0%

0.0%

0.0%

0.0%

Zee English

0.0%

0.0%

0.0%

0.0%

0.0%

Zee Studio

0.0%

0.0%

0.0%

0.0%

0.0%

155

TV Channel

SEC A

SEC B

SEC C

SEC D&E

All Users

All Telugu

0.1%

0.0%

0.1%

0.0%

0.0%

Nick

0.0%

0.0%

0.0%

0.0%

0.0%

Sahara Samay

0.0%

0.0%

0.0%

0.0%

0.0%

Smile TV

0.0%

0.0%

0.0%

0.0%

0.0%

Zee Bangla

0.0%

0.1%

0.0%

0.0%

0.0%

Akasha Bangla

0.0%

0.0%

0.0%

0.0%

0.0%

Peace TV

0.0%

0.0%

0.1%

0.0%

0.0%

Zee Primier

0.0%

0.0%

0.0%

0.0%

0.0%

Set Pix

0.0%

0.1%

0.0%

0.0%

0.0%

Win Cable

0.0%

0.0%

0.0%

0.1%

0.0%

Any Music Channel

0.2%

0.3%

0.2%

1%

0.4%

Any News Channel

0.4%

0.6%

0.4%

0.1%

0.4%

Any Sports Channel

0.5%

0.5%

0.2%

0.4%

0.4%

Others

0.7%

1%

1%

2%

1%

156

Table 77: Most preferred newspaper
Newspaper

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,501

4,778

2,106

2,377

12,762

The Times of India

41%

36%

29%

31%

35%

The Hindu

19%

16%

23%

15%

18%

The Hindustan Times

7%

6%

4%

7%

6%

Deccan Chronicle

3%

3%

6%

5%

4%

Eenadu

2%

3%

5%

2%

3%

Indian Express

3%

3%

3%

2%

3%

The Telegraph

3%

3%

1%

3%

3%

Dainik Bhaskar

2%

3%

2%

3%

2%

The Economic Times

4%

2%

0.8%

2%

2%

Dainik Jagran

1%

2%

2%

2%

2%

0.9%

2%

2%

2%

2%

Malyalam Manorama
The Tribune

2%

2%

1%

2%

2%

0.7%

2%

1%

2%

1%

DNA

1%

2%

1%

1%

1%

Gujrat Samachar

1%

1%

0.9%

2%

1%

Mid Day

0.6%

1%

1%

2%

1%

Dinamalar

0.4%

0.7%

2%

1%

1%

Vijay Karnataka

0.3%

0.8%

3%

1%

1%

Mumbai Mirror

0.3%

0.7%

1%

2%

0.9%

Anand Bazar Patrika

0.7%

0.8%

0.7%

0.9%

0.8%

Daily Thanthi

0.3%

0.6%

1%

0.5%

0.6%

Lokmat

0.1%

0.5%

0.9%

0.9%

0.6%

Mathrubhumi

0.7%

0.6%

0.6%

0.5%

0.6%

Sakal

0.7%

0.6%

0.3%

0.7%

0.6%

Amar Ujala

0.5%

0.4%

0.5%

0.7%

0.5%

Divya Bhaskar

0.3%

0.7%

0.4%

0.8%

0.5%

Rajasthan Patrika

0.6%

0.4%

0.4%

0.4%

0.5%

Dinakaran

0.2%

0.4%

0.6%

0.5%

0.4%

Loksatta

0.2%

0.3%

0.6%

0.4%

0.4%

Sandesh

0.3%

0.4%

0.2%

0.6%

0.4%

Nav Hindi Times

0.1%

0.3%

0.2%

1%

0.4%

Business Line

0.5%

0.4%

0.0%

0.4%

0.3%

Nav Bharat Times

0.2%

0.3%

0.3%

0.2%

0.3%

Prajavani

0.2%

0.3%

0.4%

0.2%

0.3%

Punjab Kesari

0.0%

0.2%

0.3%

0.9%

0.3%

Vijaya Times

0.0%

0.1%

0.7%

0.2%

0.3%

Hitvada

0.1%

0.2%

0.1%

0.3%

0.2%

Maharashtra Times

0.1%

0.3%

0.3%

0.1%

0.2%

The Statesman

0.1%

0.4%

0.2%

0.1%

0.2%

Nai Dunia

0.1%

0.2%

0.0%

0.5%

0.2%

Kerala Kaumudi

0.1%

0.0%

0.8%

0.0%

0.2%

Andhra Jyoti

0.0%

0.1%

0.0%

0.3%

0.1%

Business Standard

0.3%

0.1%

0.0%

0.1%

0.1%

Dharitri

0.0%

0.2%

0.1%

0.0%

0.1%

Deccan Herald

157

Newspaper

SEC A

SEC B

SEC C

SEC D&E

All Users

Dinamani

0.1%

0.0%

0.2%

0.0%

0.1%

Gulf News

0.0%

0.0%

0.4%

0.2%

0.1%

Mumbai Samachar

0.1%

0.1%

0.0%

0.0%

0.1%

Prabhat Khabar

0.0%

0.0%

0.1%

0.1%

0.1%

Saamna

0.0%

0.0%

0.3%

0.0%

0.1%

Samaj

0.1%

0.2%

0.1%

0.2%

0.1%

Sambad

0.1%

0.1%

0.0%

0.2%

0.1%

Vartha

0.1%

0.2%

0.1%

0.2%

0.1%

Kannada praba

0.0%

0.1%

0.3%

0.0%

0.1%

Udayavani

0.0%

0.1%

0.2%

0.0%

0.1%

Pratidin (Local)

0.0%

0.0%

0.0%

0.3%

0.1%

Bangalore Times

0.0%

0.0%

0.1%

0.2%

0.1%

Asian Age

0.0%

0.1%

0.0%

0.0%

0.0%

Employment News

0.0%

0.0%

0.0%

0.0%

0.0%

Financial Express

0.0%

0.0%

0.0%

0.0%

0.0%

Free Press Journal

0.0%

0.0%

0.0%

0.0%

0.0%

Jansatta

0.0%

0.0%

0.0%

0.0%

0.0%

Madhyamum

0.0%

0.0%

0.0%

0.0%

0.0%

Pudhari

0.1%

0.0%

0.0%

0.0%

0.0%

Rashtriya Sahara

0.0%

0.0%

0.0%

0.0%

0.0%

Sanmarg

0.0%

0.1%

0.0%

0.0%

0.0%

Siasat

0.0%

0.0%

0.0%

0.1%

0.0%

The Pioneer

0.0%

0.0%

0.0%

0.0%

0.0%

Vartaman

0.1%

0.0%

0.0%

0.0%

0.0%

Tarun Bharat (Marathi)

0.0%

0.0%

0.0%

0.0%

0.0%

india Today

0.0%

0.0%

0.0%

0.0%

0.0%

Janshakti

0.1%

0.1%

0.1%

0.0%

0.0%

Aaj Kal

0.1%

0.0%

0.0%

0.0%

0.0%

Inquilab

0.0%

0.0%

0.1%

0.0%

0.0%

Greater Kashmir

0.0%

0.0%

0.0%

0.0%

0.0%

Sambad

0.0%

0.0%

0.0%

0.0%

0.0%

Mint

0.1%

0.0%

0.0%

0.0%

0.0%

Others

0.5%

0.9%

1%

0.6%

0.8%

158

Table 78: Most preferred magazine
Magazine

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,040

3,965

1,686

1,824

10,515

26%

24%

23%

19%

23%

Reader's Digest

9%

7%

5%

5%

7%

The Week

6%

5%

5%

4%

5%

Sports Star

3%

3%

5%

6%

4%

Femina

4%

4%

4%

3%

4%

Outlook

7%

4%

2%

2%

4%

Digit

2%

4%

3%

4%

3%

Film Fare

2%

3%

3%

4%

3%

Women's Era

2%

2%

2%

3%

2%

Business World

5%

1%

1%

1%

2%

Business Today

3%

1%

2%

1%

2%

Star Dust

1%

2%

1%

4%

2%

Autocar India

1%

2%

2%

2%

2%

India Today

Chip

1%

2%

2%

2%

2%

Swathi

0.5%

2%

2%

2%

2%

Ananda Vikatan

0.7%

0.8%

3%

0.7%

1%

Electronics For You

0.9%

1%

0.8%

1%

1%

Vanita

0.3%

2%

1%

1%

1%

Competition Success Review

0.7%

1%

1%

1%

1%

Kumudham

0.7%

0.9%

1%

1%

1%

Grihshobha

0.4%

0.9%

2%

0.9%

0.9%

Cosmopolitan
India Times
Business India

1%

1%

0.5%

0.1%

0.8%

0.4%

0.8%

0.9%

2%

0.8%

1%

0.4%

0.8%

0.8%

0.7%

Chitralekha

0.6%

0.8%

0.5%

1%

0.7%

Computers Today

0.6%

0.8%

0.5%

0.6%

0.7%

Fortune India

1%

0.6%

0.6%

0.8%

0.7%

Wisdom

0.4%

0.2%

0.3%

2%

0.7%

Cricket Samrat

0.2%

0.6%

0.8%

1%

0.6%

National Geographic

0.7%

0.5%

0.5%

0.6%

0.6%

Overdrive

0.5%

0.5%

0.5%

1%

0.6%

PC Quest

0.7%

0.9%

0.5%

0.2%

0.6%

Science Reporter

0.5%

0.7%

0.5%

0.5%

0.6%

Time

0.9%

0.6%

0.9%

0.1%

0.6%

1%

0.4%

0.3%

0.2%

0.5%

Health

0.5%

0.4%

0.8%

0.5%

0.5%

Meri Saheli

0.5%

0.5%

0.4%

0.4%

0.5%

Today

0.5%

0.4%

0.4%

0.6%

0.5%

Outlook Money

0.9%

0.3%

0.2%

0.0%

0.4%

Brunch

0.3%

0.2%

0.0%

0.7%

0.3%

Business Week

0.6%

0.2%

0.3%

0.0%

0.3%

Dalal Street

0.6%

0.3%

0.4%

0.1%

0.3%

Gladrags

0.0%

0.3%

0.4%

0.5%

0.3%

Good House Keeping

0.4%

0.3%

0.1%

0.2%

0.3%

Business & Economy

159

Magazine

SEC A

SEC B

SEC C

SEC D&E

All Users

Inside Outside

0.4%

0.2%

0.2%

0.2%

0.3%

Playboy

0.2%

0.3%

0.4%

0.1%

0.3%

Safari

0.1%

0.3%

0.2%

0.7%

0.3%

Sananda

0.2%

0.4%

0.2%

0.3%

0.3%

Sudha

0.1%

0.5%

0.5%

0.1%

0.3%

PC World

0.2%

0.2%

0.5%

0.3%

0.3%

Abhiyan

0.1%

0.3%

0.1%

0.0%

0.2%

Aha Zindagi

0.2%

0.3%

0.2%

0.2%

0.2%

Anandamela

0.0%

0.1%

0.1%

0.6%

0.2%

Aval Vikatan

0.2%

0.2%

0.1%

0.2%

0.2%

Capital Market

0.2%

0.4%

0.0%

0.1%

0.2%

Chronicle

0.0%

0.3%

0.0%

0.3%

0.2%

Cineblitz

0.0%

0.1%

0.3%

0.3%

0.2%

Data Quest

0.2%

0.1%

0.2%

0.0%

0.2%

Debonair

0.3%

0.3%

0.1%

0.2%

0.2%

Desh

0.5%

0.2%

0.1%

0.1%

0.2%

Junior Vikatan

0.1%

0.2%

0.3%

0.0%

0.2%

Linux For You

0.3%

0.1%

0.2%

0.1%

0.2%

Manorama

0.2%

0.3%

0.4%

0.0%

0.2%

Maxim

0.2%

0.2%

0.0%

0.2%

0.2%

Sarita

0.2%

0.1%

0.4%

0.1%

0.2%

Taranga

0.0%

0.3%

0.0%

0.2%

0.2%

The Economist

0.4%

0.1%

0.0%

0.2%

0.2%

Graphiti

0.0%

0.2%

0.1%

0.6%

0.2%

Auto India

0.0%

0.1%

0.1%

0.0%

0.1%

Better Photography

0.0%

0.1%

0.3%

0.1%

0.1%

Buzz

0.0%

0.0%

0.2%

0.2%

0.1%

Champak

0.0%

0.3%

0.1%

0.1%

0.1%

Deccan Chronicle

0.0%

0.1%

0.3%

0.0%

0.1%

Elle

0.1%

0.1%

0.1%

0.2%

0.1%

Frontline

0.2%

0.0%

0.1%

0.0%

0.1%

Lokprabha

0.0%

0.1%

0.2%

0.0%

0.1%

Saptahik Sakal

0.1%

0.0%

0.0%

0.0%

0.1%

Saras Salil

0.0%

0.0%

0.0%

0.3%

0.1%

Savvy

0.2%

0.1%

0.0%

0.0%

0.1%

Society

0.1%

0.0%

0.4%

0.0%

0.1%

Top Gear

0.0%

0.1%

0.0%

0.1%

0.1%

Living Digital

0.0%

0.1%

0.1%

0.2%

0.1%

Saptahik Bartaman

0.0%

0.1%

0.2%

0.0%

0.1%

Money life

0.1%

0.1%

0.0%

0.1%

0.1%

Animation Reporter

0.1%

0.2%

0.2%

0.1%

0.1%

Nirogadhaam

0.0%

0.1%

0.2%

0.0%

0.1%

Chandamama

0.1%

0.1%

0.1%

0.0%

0.1%

Andra Jyoti

0.1%

0.1%

0.1%

0.1%

0.1%

Automobiles

0.0%

0.0%

0.0%

0.2%

0.1%

Bikes

0.0%

0.2%

0.4%

0.0%

0.1%

160

Magazine

SEC A

SEC B

SEC C

SEC D&E

All Users

Business Standard

0.0%

0.1%

0.1%

0.0%

0.1%

Anandalok

0.0%

0.0%

0.0%

0.2%

0.0%

Business Times

0.0%

0.0%

0.0%

0.0%

0.0%

Developer IQ

0.0%

0.0%

0.2%

0.0%

0.0%

Grihlakshmi

0.0%

0.1%

0.0%

0.0%

0.0%

Kadambini

0.1%

0.0%

0.0%

0.0%

0.0%

Mathrubhumi

0.1%

0.0%

0.0%

0.0%

0.0%

Outlook Traveller

0.0%

0.1%

0.0%

0.0%

0.0%

Pratiyogita Darpan

0.0%

0.0%

0.0%

0.0%

0.0%

Saheli

0.0%

0.0%

0.0%

0.0%

0.0%

Sakhi

0.0%

0.0%

0.1%

0.1%

0.0%

Mans World

0.0%

0.0%

0.0%

0.0%

0.0%

Kurukshetra

0.0%

0.0%

0.0%

0.0%

0.0%

Auto World

0.1%

0.0%

0.1%

0.0%

0.0%

Economical Times

0.0%

0.0%

0.0%

0.0%

0.0%

4%

7%

10%

9%

7%

Others

161

Table 79: Most preferred radio channel
Radio Channel

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

2,224

3,129

1,350

1,502

8,205

Radio Mirchi

39%

39%

37%

36%

38%

Red FM

11%

10%

12%

16%

12%

AIR

12%

12%

13%

8%

11%

Radio City

11%

12%

9%

10%

11%

Suryan FM

4%

5%

9%

8%

6%

Big FM

7%

6%

5%

4%

5%

AIR FM GOLD

4%

5%

5%

6%

5%

AIR FM RAINBOW

3%

4%

4%

5%

4%

Fever FM

4%

2%

2%

3%

3%

World Space

3%

1%

0.4%

2%

2%

BBC

2%

0.6%

0.7%

0.9%

1%

Go FM

0.8%

0.5%

1%

1%

0.8%

Power FM

0.5%

1%

0.4%

0.8%

0.8%

Amar FM

0.4%

0.4%

0.0%

0.0%

0.3%

Hum FM

0.0%

0.0%

0.0%

0.0%

0.0%

1%

1%

1%

1%

1%

Others

Table 80: Response to online marketing stimulus
Response

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

3,073

4,047

1,789

1,979

10,888

Clicked a banner ad

53%

47%

40%

45%

47%

Participated in an online contest

51%

43%

37%

39%

43%

Clicked a sponsored search ad

43%

37%

34%

30%

37%

Bid/Bought in an Online auction

25%

24%

21%

18%

23%

Bought in a special promotion / deal

26%

21%

19%

17%

21%

Clicked a product/service e-mailer

18%

14%

11%

10%

14%

None of the above

20%

25%

34%

33%

27%

162

Table 81: Top of mind recall for brands
TOM Brand

SEC A

SEC B

SEC C

SEC D&E

All Users

Sample Base

6,307

9,124

4,102

4,755

24,288

Sony

8%

8%

8%

8%

8%

Nokia

6%

6%

8%

7%

7%

Tata

6%

5%

5%

4%

5%

LG

4%

4%

5%

4%

4%

Colgate

4%

3%

4%

2%

3%

Reliance

3%

3%

2%

3%

3%

HLL

3%

3%

3%

3%

3%

Nike

2%

2%

3%

3%

3%

Samsung

2%

3%

2%

2%

2%

Pepsi

2%

2%

2%

1%

2%

Adidas

1%

2%

2%

2%

2%

Godrej

2%

2%

2%

1%

2%

Maruti

3%

2%

1%

1%

2%

Microsoft

2%

2%

2%

2%

2%

Google

2%

1%

1%

2%

1%

Reebok

1%

2%

2%

2%

1%

Hero Honda

0.9%

1%

2%

2%

1%

HP

1%

1%

1%

2%

1%

Philips

1%

2%

1%

1%

1%

Bajaj

2%

1%

1%

0.8%

1%

Coca Cola

2%

1%

0.9%

0.9%

1%

0.9%

0.9%

1%

1%

1%

1%

1%

1%

0.5%

1%

IBM
Raymonds
Airtel

1%

1%

0.9%

0.6%

0.9%

Intel

0.7%

0.9%

1%

1%

0.9%

Levis

1%

1%

0.8%

0.9%

0.9%

Honda

0.9%

1%

0.7%

0.5%

0.8%

Amul

0.7%

0.7%

0.6%

0.7%

0.7%

Lakme

0.7%

1%

0.4%

0.7%

0.7%

Onida

0.6%

0.6%

0.8%

0.9%

0.7%

Videocon

0.6%

0.7%

0.9%

0.5%

0.7%

BPL

0.5%

0.5%

0.6%

0.8%

0.6%

Britannia

0.4%

0.6%

0.7%

0.8%

0.6%

Cadbury

0.6%

0.7%

0.5%

0.6%

0.6%

Wipro

0.6%

0.6%

0.7%

0.4%

0.6%

Compaq

0.3%

0.5%

0.6%

0.7%

0.5%

HCL

0.5%

0.5%

0.4%

0.4%

0.5%

Lee

0.7%

0.4%

0.6%

0.4%

0.5%

Mercedes

1%

0.5%

0.4%

0.1%

0.5%

Sony Ericsson

0.4%

0.6%

0.6%

0.5%

0.5%

Bata

0.4%

0.4%

0.3%

0.3%

0.4%

BSNL

0.4%

0.4%

0.5%

0.4%

0.4%

Dabur

0.3%

0.4%

0.3%

0.4%

0.4%

ICICI

0.3%

0.4%

0.3%

0.5%

0.4%

163

TOM Brand

SEC A

SEC B

SEC C

SEC D&E

All Users

Motorola

0.4%

0.4%

0.4%

0.5%

0.4%

Nestle

0.3%

0.4%

0.6%

0.4%

0.4%

Parle

0.3%

0.4%

0.3%

0.7%

0.4%

Peter England

0.4%

0.5%

0.6%

0.2%

0.4%

Surf

0.8%

0.5%

0.2%

0.2%

0.4%

Titan

0.4%

0.3%

0.2%

0.4%

0.4%

Whirlpool

0.3%

0.3%

0.5%

0.4%

0.4%

Apple

0.3%

0.4%

0.4%

0.6%

0.4%

Amway

0.4%

0.3%

0.2%

0.3%

0.3%

Dell

0.5%

0.2%

0.2%

0.2%

0.3%

Garnier

0.1%

0.4%

0.3%

0.5%

0.3%

Hyundai

0.3%

0.3%

0.3%

0.2%

0.3%

ITC

0.3%

0.5%

0.2%

0.2%

0.3%

Johnson & Johnson

0.2%

0.4%

0.2%

0.3%

0.3%

Kingfisher

0.2%

0.3%

0.4%

0.1%

0.3%

Lenovo

0.3%

0.3%

0.2%

0.3%

0.3%

Pantaloon

0.2%

0.4%

0.1%

0.4%

0.3%

Ponds

0.3%

0.3%

0.2%

0.2%

0.3%

Toyota

0.3%

0.3%

0.2%

0.2%

0.3%

Yamaha

0.2%

0.2%

0.2%

0.5%

0.3%

BMW

0.2%

0.3%

0.1%

0.2%

0.2%

Brooke Bond

0.2%

0.2%

0.2%

0.1%

0.2%

Canon

0.1%

0.1%

0.2%

0.3%

0.2%

Close Up

0.2%

0.3%

0.1%

0.1%

0.2%

Denim

0.1%

0.1%

0.1%

0.4%

0.2%

Horlicks

0.1%

0.2%

0.5%

0.1%

0.2%

Hutch

0.3%

0.3%

0.2%

0.2%

0.2%

Infosys

0.3%

0.1%

0.1%

0.5%

0.2%

ISI

0.1%

0.1%

0.2%

0.3%

0.2%

John Players

0.2%

0.2%

0.1%

0.2%

0.2%

Killer

0.0%

0.1%

0.1%

0.5%

0.2%

L`Oreal

0.3%

0.2%

0.1%

0.3%

0.2%

Lifebuoy

0.1%

0.1%

0.2%

0.3%

0.2%

Lux

0.3%

0.2%

0.1%

0.1%

0.2%

Suzuki

0.1%

0.2%

0.1%

0.2%

0.2%

Pepe

0.2%

0.2%

0.2%

0.3%

0.2%

Pepsodent

0.1%

0.2%

0.2%

0.2%

0.2%

Provogue

0.3%

0.3%

0.2%

0.2%

0.2%

Spykar

0.1%

0.2%

0.2%

0.2%

0.2%

Thums Up

0.2%

0.1%

0.1%

0.5%

0.2%

TVS

0.2%

0.2%

0.2%

0.2%

0.2%

Wills

0.2%

0.1%

0.1%

0.1%

0.2%

Woodland

0.2%

0.2%

0.2%

0.1%

0.2%

Allen Solly

0.3%

0.2%

0.0%

0.1%

0.1%

Arrow

0.2%

0.1%

0.1%

0.1%

0.1%

Dettol

0.1%

0.1%

0.2%

0.1%

0.1%

164

TOM Brand

SEC A

SEC B

SEC C

SEC D&E

All Users

Fair & Lovely

0.1%

0.1%

0.2%

0.2%

0.1%

Ferrari

0.1%

0.2%

0.1%

0.1%

0.1%

Fevicol

0.1%

0.1%

0.0%

0.1%

0.1%

Ford

0.3%

0.2%

0.0%

0.0%

0.1%

Gillette

0.1%

0.1%

0.1%

0.0%

0.1%

Gold Flake

0.1%

0.1%

0.3%

0.1%

0.1%

Gucci

0.0%

0.1%

0.1%

0.1%

0.1%

Hamam

0.0%

0.1%

0.2%

0.1%

0.1%

Honda City

0.0%

0.1%

0.1%

0.1%

0.1%

IFB

0.1%

0.0%

0.1%

0.0%

0.1%

Kodak

0.1%

0.0%

0.0%

0.2%

0.1%

Koutons

0.2%

0.1%

0.1%

0.1%

0.1%

LIC

0.1%

0.1%

0.1%

0.0%

0.1%

Louis Phillip

0.1%

0.2%

0.2%

0.0%

0.1%

Maggi

0.2%

0.1%

0.0%

0.2%

0.1%

Mahindra & Mahindra

0.1%

0.1%

0.1%

0.1%

0.1%

Mcdonald

0.0%

0.1%

0.0%

0.0%

0.1%

MRF

0.1%

0.1%

0.2%

0.1%

0.1%

Nescafe

0.1%

0.1%

0.1%

0.1%

0.1%

Nirma

0.2%

0.1%

0.2%

0.1%

0.1%

P&G

0.2%

0.1%

0.1%

0.0%

0.1%

Panasonic

0.1%

0.1%

0.2%

0.2%

0.1%

Park Avenue

0.2%

0.1%

0.1%

0.2%

0.1%

Parker

0.1%

0.1%

0.0%

0.0%

0.1%

Ray Ban

0.1%

0.1%

0.2%

0.2%

0.1%

Rediff

0.1%

0.1%

0.1%

0.1%

0.1%

Revlon

0.0%

0.1%

0.2%

0.2%

0.1%

Rin

0.1%

0.1%

0.0%

0.0%

0.1%

Rolex

0.0%

0.1%

0.0%

0.1%

0.1%

Santro

0.1%

0.1%

0.0%

0.2%

0.1%

Sify

0.0%

0.2%

0.1%

0.1%

0.1%

Skoda

0.0%

0.1%

0.1%

0.0%

0.1%

Taj

0.1%

0.1%

0.1%

0.0%

0.1%

Tata Indicom

0.1%

0.1%

0.1%

0.0%

0.1%

Tata Tea

0.1%

0.1%

0.1%

0.1%

0.1%

Times of India

0.4%

0.1%

0.1%

0.0%

0.1%

Van Huesen

0.1%

0.0%

0.0%

0.1%

0.1%

Versace

0.1%

0.0%

0.1%

0.0%

0.1%

VIP

0.1%

0.0%

0.0%

0.1%

0.1%

Yahoo

0.0%

0.1%

0.2%

0.0%

0.1%

Zodiac

0.1%

0.0%

0.0%

0.1%

0.1%

Acer

0.0%

0.0%

0.1%

0.2%

0.1%

Axe

0.0%

0.1%

0.1%

0.1%

0.1%

Idea

0.1%

0.1%

0.0%

0.0%

0.1%

L&T

0.1%

0.1%

0.1%

0.0%

0.1%

Lays

0.0%

0.0%

0.1%

0.0%

0.1%

165

TOM Brand

SEC A

SEC B

SEC C

SEC D&E

All Users

Ranbaxy

0.1%

0.1%

0.0%

0.1%

0.1%

Sahara

0.0%

0.1%

0.0%

0.2%

0.1%

Sansui

0.1%

0.0%

0.1%

0.1%

0.1%

TCS

0.1%

0.0%

0.1%

0.0%

0.1%

Armani

0.1%

0.0%

0.0%

0.0%

0.0%

Chevrolet

0.1%

0.0%

0.0%

0.0%

0.0%

Citi Bank

0.0%

0.0%

0.0%

0.0%

0.0%

GE

0.0%

0.0%

0.0%

0.0%

0.0%

HDFC

0.0%

0.0%

0.0%

0.0%

0.0%

Mark & Spencer

0.0%

0.1%

0.0%

0.0%

0.0%

NIIT

0.0%

0.0%

0.0%

0.1%

0.0%

Pears

0.1%

0.1%

0.0%

0.0%

0.0%

Red Label

0.0%

0.0%

0.1%

0.1%

0.0%

Reid & Taylor

0.1%

0.0%

0.0%

0.0%

0.0%

SBI

0.0%

0.1%

0.0%

0.0%

0.0%

Scorpio

0.0%

0.0%

0.0%

0.1%

0.0%

Siemens

0.0%

0.0%

0.1%

0.0%

0.0%

Tanishq

0.1%

0.0%

0.1%

0.0%

0.0%

Tata Indica

0.0%

0.0%

0.0%

0.0%

0.0%

Tata Motors

0.1%

0.1%

0.0%

0.0%

0.0%

Voltas

0.1%

0.0%

0.0%

0.1%

0.0%

VSNL

0.0%

0.0%

0.0%

0.1%

0.0%

Glaxo

0.1%

0.0%

0.0%

0.0%

0.0%

HSBC

0.0%

0.0%

0.0%

0.0%

0.0%

MTNL

0.0%

0.0%

0.0%

0.0%

0.0%

Satyam

0.0%

0.0%

0.0%

0.0%

0.0%

Liberty

0.0%

0.0%

0.1%

0.0%

0.0%

Others

11%

13%

15%

19%

14%

166

Appendix

167

Table 82: City type classification by market size

REGIONS
North

South

East

West

Delhi

Bangalore
Chennai
Coimbatore
Hyderabad

Kolkata

Ahmadabad
Mumbai
Pune
Surat

Faridabad
Jaipur
Kanpur
Lucknow
Ludhiana
Patna

Kochi
Madurai

Asansol

Bhopal
Thane
Indore
Nagpur
Vadodara

Amritsar
Chandigarh
Dhanbad
Ghaziabad

Thiruvanathapuram
Tiruchirapalli
Vijayavada
Visakhapatanam

Agra
Allahabad
Dehradun
Gurgaon
Jodhpur
Meerut
Noida
Ranchi
Varanasi
Others from North
India

Mangalore
Mysore
Secunderabad
Others from South
India

CITY TYPE BY MARKET SIZE 1

Metros

Urban
Uptowns

Emerging
Towns

Others

Guwahati

Bhubaneswar
Cuttack
Raipur
Others from
East India

Aurangabad
Goa
Jabalpur
Nashik
Rajkot
Solapur
Others from
West India

1

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.

168

Table 83: 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
Delhi & NCR
Hyderabad &
Secunderabad
Kolkata
Mumbai & Suburbs
Pune
Surat
Bhopal
Jaipur
Kanpur
Lucknow
Ludhiana
Nagpur
Patna

Metros

Faridabad

Assansol

Indore
Kochi
Madurai
Vadodara

Goa

Amritsar
Aurangabad
Chandigarh
Dhanbad
Guwahati
Jabalpur
Rajkot
Thiruvanathapuram
Tiruchirapalli
Vijayavada
Visakhapatanam

Nashik

Mangalore
Dehradun
Others from North India
Others from South India
Others from East India
Others from West India

Allahabad
Bhubaneswar
Cuttack
Jodhpur
Raipur
Ranchi
Solapur

Agra
Meerut
Varanasi

MARKET SIZE 2

Urban
Uptowns

Emerging
Towns

Others

Others from North India
Others from South India
Others from East India
Others from West India

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.

169

Table 84: Socio economic classification (SEC) grid

Chief Wage Earner's 3 Occupation

Chief Wage Earner's Highest Education
Illiterate

School
(Up to 4
yrs)

School
(5-9
yrs)

Secondary
/ High
School

Not
Grad.

Grad./
PG
(Gen.)

Grad./
PG
(Prof.)

Unskilled worker

E

E

E

D

D

D

D

Skilled worker

E

E

D

C

C

B

B

Petty traders

E

D

D

C

C

B

B

Shop owners

D

D

C

B

B

A

A

Businessmen/
industrialists – with
no employee

D

C

B

B

A

A

A

Businessmen/
industrialists – with
1 to 9 employee

C

B

B

B

A

A

A

Businessmen/
industrialists – with
10+ employee

B

B

A

A

A

A

A

Self-employed
professionals

D

D

D

B

B

A

A

Clerical/ salesmen

D

D

D

C

B

B

B

Supervisor level

D

D

C

C

B

B

A

Officers/
executives (junior)

C

C

C

B

B

A

A

Officers/
executives
(middle/ senior)

B

B

B

B

A

A

A

3

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.

170

Index: Charts

Graph 1: Internet users by various socio-economic classes .............. 11
Graph 2: SEC profile of Internet users by city-market classes .......... 12
Graph 3: Regional distribution of Internet users by SEC class ........... 12
Graph 4: Age distribution of Internet users by SEC class................. 13
Graph 5: Gender profile of Internet users by SEC class .................. 14
Graph 6: Monthly Household Income (MHI) of Internet users by SEC class
.................................................................................... 14
Graph 7: Internet usage experience in years across SEC classes........ 16
Graph 8: ‘Heaviness’ of Internet usage across SEC classes (based on
duration of usage per day) .................................................... 16
Graph 9: Response to online marketing stimuli by internet users of
various SEC classes ............................................................. 19
Graph 10: Online buying across SEC classes ................................ 20
Chart 11: Gender breakup..................................................... 27
Chart 12: Age group distribution ............................................. 28
Chart 13: City class - by population size .................................... 29
Chart 14: City class - by market size ........................................ 30
Chart 15: Region-wise break-ups............................................. 32
Chart 16: Socio economic classification..................................... 34
Chart 17: Highest educational qualification................................ 35
Chart 18: Occupational break up............................................. 36
Chart 19: Function / field of occupation ................................... 37
Chart 20: Head of the household............................................. 38
Chart 21: Monthly family income ............................................ 39
Chart 22: Most expensive vehicle owned by the household.............. 40
Chart 23: Ownership of credit cards (individually)........................ 41
Chart 24: Current loan liabilities............................................. 43
Chart 25: Years of experience in using internet ........................... 44
Chart 26: Place of accessing internet ....................................... 45
Chart 27: Type of internet connection at home ........................... 46
Chart 28: Type of internet connection at office........................... 47
Chart 29: Service provider subscribed to at home ........................ 48
Chart 30: Service provider subscribed to at office ........................ 49
Chart 31: Frequency of accessing internet from home ................... 50
Chart 32: Frequency of accessing internet from office................... 51
Chart 33: Time of the day accessing internet from home ............... 52
Chart 34: Time of the day accessing internet from office ............... 53
Chart 35: Duration of PC usage from home................................. 54
Chart 36: Duration of internet usage from home.......................... 55
Chart 37: Duration of PC usage from office ................................ 56
Chart 38: Duration of internet usage from office ......................... 57
Chart 39: Time spent by internet users on watching TV ................. 58
Chart 40: Time spent by internet users on reading newspaper ......... 59
Chart 41: Time spent by internet users on listening to radio ........... 60
Chart 42: Professional activities ............................................. 63
Chart 43: Personal activities.................................................. 64
Chart 44: Downloading activities............................................. 65
Chart 45: E-commerce related activities ................................... 66
Chart 46: Online shopping..................................................... 67
Chart 47: Response to online marketing stimulus ......................... 68
Chart 48: Blogging activities .................................................. 69
Chart 49: Member of an online community................................. 70
Chart 50: Problems faced while surfing the internet ..................... 74
Chart 51: Multiple user shares of email websites ......................... 76
Chart 52: Number of email accounts and average per capita email ids 77

171

Index: Change from
Previous Year Graphs

Chart 1: Gender breakup ...................................................... 27
Chart 2: Age group distribution .............................................. 28
Chart 3: City class - by market size.......................................... 30
Chart 4: Region-wise break-ups .............................................. 32
Chart 5: Socio economic classification ...................................... 34
Chart 6: Highest educational qualification ................................. 35
Chart 7: Occupational break up .............................................. 36
Chart 8: Head of the household .............................................. 38
Chart 9: Monthly family income .............................................. 39
Chart 10: Most expensive vehicle owned by the household.............. 40
Chart 11: Ownership of credit cards (individually)........................ 41
Chart 12: Years of experience in using internet ........................... 44
Chart 13: Place of accessing internet ....................................... 45
Chart 14: Type of internet connection at home ........................... 46
Chart 15: Type of internet connection at office........................... 47
Chart 16: Service provider subscribed to at home ........................ 48
Chart 17: Service provider subscribed to at office ........................ 49
Chart 18: Frequency of accessing internet from home ................... 50
Chart 19: Frequency of accessing internet from office................... 51
Chart 20: Time of the day accessing internet from home ............... 52
Chart 21: Time of the day accessing internet from office ............... 53
Chart 22: Duration of PC usage from home................................. 54
Chart 23: Duration of internet usage from home.......................... 55
Chart 24: Duration of PC usage from office ................................ 56
Chart 25: Duration of internet usage from office ......................... 57
Chart 26: Time spent by internet users on watching TV ................. 58
Chart 27: Time spent by internet users on reading newspaper ......... 59
Chart 28: Time spent by internet users on listening to radio ........... 60
Chart 29: Professional activities ............................................. 63
Chart 30: Personal activities.................................................. 64
Chart 31: Downloading activities............................................. 65
Chart 32: E-commerce related activities ................................... 66
Chart 33: Online shopping..................................................... 67
Chart 34: Response to online marketing stimulus ......................... 68
Chart 35: Multiple user shares of email websites ......................... 76
Chart 36: Number of email accounts and average per capita email ids 77

172

Index: Tables

Table 1: Detailed sample base distribution of the land survey ........... 5
Table 2: Preferred language of reading of Internet users by SEC class 13
Table 3: Ownership levels of some key household assets among the
Internet users of various SEC classes ........................................ 15
Table 4: Level of usage of various online activities across SEC classes 18
Table 5: Popularity of vernacular language content by SEC class ...... 19
Table 6: Most top of mind recalled websites across SEC classes (Top 5)
.................................................................................... 20
Table 7: Most used websites across SEC classes (Top 5).................. 21
Table 8: The most popularly used website by specific online activities
across SEC class ................................................................. 21
Table 9: Popularity of various internet activities ......................... 26
Table 10: Top 10 cities ........................................................ 31
Table 11: Preferred language of reading ................................... 33
Table 12: Household asset ownership ....................................... 42
Table 13: Popularity of various internet activities ........................ 61
Table 14: Membership by type of online community ..................... 71
Table 15: Most used local language websites (other than English) ..... 72
Table 16: Online activities desired in other languages ................... 73
Table 17: Preferred websites - emailing .................................... 75
Table 18: Top of mind unaided recall - all websites ...................... 78
Table 19: Most used website - all websites................................. 79
Table 20: Info search (English) ............................................... 80
Table 21: Info search (local language) ...................................... 81
Table 22: Job search ........................................................... 82
Table 23: Booking travel tickets ............................................. 83
Table 24: Online shopping (other than travel tickets).................... 84
Table 25: Online news ......................................................... 85
Table 26: Financial news & info (rates, quotes, etc.) .................... 86
Table 27: Online share trading ............................................... 87
Table 28: Real estate info..................................................... 88
Table 29: Matrimonial search................................................. 89
Table 30: Dating/friendship search.......................................... 90
Table 31: Social networking/communities ................................. 91
Table 32: Online gaming....................................................... 92
Table 33: Download mobile content......................................... 93
Table 34: Preferred instant messaging applications ...................... 94
Table 35: Download music .................................................... 95
Table 36: Sports content ...................................................... 96
Table 37: Cinema content..................................................... 97
Table 38: Websites local language contents ............................... 98
Table 39: Preferred blog sites ................................................ 99
Table 40: Preferred astrology website ..................................... 100
Table 41: Preferred online learning / education website............... 101
Table 42: Favorite TV channels ............................................. 102
Table 43: Favorite newspapers .............................................. 103
Table 44: Favorite magazines ............................................... 104
Table 45: Favorite radio channels .......................................... 105
Table 46: TOM recall for brands............................................. 106

173

Index: Segment wise
Detailed Tables

Table 1: Gender breakup ..................................................... 108
Table 2: Age group distribution ............................................. 108
Table 3: City class - by population size .................................... 109
Table 4: City class - by market size ........................................ 109
Table 5: City wise distribution .............................................. 110
Table 6: Region-wise break-ups ............................................. 111
Table 7: Preferred language of reading .................................... 112
Table 8: Socio economic classification ..................................... 113
Table 9: Highest educational qualification ................................ 113
Table 10: Occupational break up ........................................... 113
Table 11: Function / field of occupation .................................. 114
Table 12: Head of the household ........................................... 114
Table 13: Monthly family income ........................................... 114
Table 14: Most expensive vehicle owned by the household ............ 115
Table 15: Ownership of credit cards (individually)....................... 115
Table 16: Household asset ownership ...................................... 116
Table 17: Current loan liabilities............................................ 116
Table 18: Years of experience in using internet.......................... 117
Table 19: Place of accessing internet ...................................... 117
Table 20: Type of internet connection at home .......................... 117
Table 21: Type of Internet Connection at Office ......................... 118
Table 22: Service provider subscribed to at home ....................... 118
Table 23: Service provider subscribed to at office....................... 119
Table 24: Frequency of accessing internet from home .................. 119
Table 25: Frequency of accessing internet from office ................. 120
Table 26: Time of the day accessing internet from home .............. 120
Table 27: Time of the day accessing internet from office .............. 120
Table 28: Duration of internet usage from home......................... 121
Table 29: Duration of internet usage from office ........................ 121
Table 30: Duration of internet usage during weekdays.................. 121
Table 31: Duration of internet usage during weekends ................. 122
Table 32: Duration of PC usage from home ............................... 122
Table 33: Duration of PC usage from office ............................... 122
Table 34: Time spent by internet users on watching TV ................ 123
Table 35: Time spent by internet users on reading newspaper ........ 123
Table 36: Time spent by internet users on listening to radio .......... 123
Table 37: Professional activities ............................................ 124
Table 38: Personal activities................................................. 124
Table 39: Downloading activities ........................................... 125
Table 40: E-commerce related activities .................................. 125
Table 41: Online shopping.................................................... 125
Table 42: Blogging activities ................................................. 126
Table 43: Member of an online community ............................... 126
Table 44: Membership by type of online community .................... 127
Table 45: Usage of other language websites .............................. 127
Table 46: Online activities desired in other languages .................. 128
Table 47: Problems faced while surfing the internet .................... 128
Table 48: Top of mind unaided recall - all websites ..................... 129
Table 49: Most used website - all websites................................ 131
Table 50: Preferred website for emailing ................................. 132
Table 51: Multiple user shares of email websites ........................ 132
Table 52: No. of email account ............................................. 133
Table 53: Preferred website for job search ............................... 133

174

Table 54: Preferred website for mobile content ......................... 134
Table 55: Preferred website for sports .................................... 135
Table 56: Preferred website for travel products ......................... 136
Table 57: Preferred website for matrimony............................... 137
Table 58: Preferred website for financial news/info .................... 138
Table 59: Preferred website for cinema ................................... 139
Table 60: Preferred website for online share/stock trading............ 140
Table 61: Preferred website for games .................................... 141
Table 62: Preferred website for online shopping......................... 142
Table 63: Preferred website for online news ............................. 143
Table 64: Preferred website for friendship/dating ...................... 144
Table 65: Preferred website for music ..................................... 145
Table 66: Preferred info search engine - local language ................ 146
Table 67: Preferred website for real estate............................... 146
Table 68: Preferred info search engine - English ......................... 147
Table 69: Preferred website for instant messaging ...................... 147
Table 70: Preferred website for social networking/communities ..... 148
Table 71: Preferred website for astrology................................. 149
Table 72: Preferred website for online learning/education ............ 150
Table 73: Preferred blog sites ............................................... 151
Table 74: Other language preferred for local language content....... 152
Table 75: Preferred website for checking local language content .... 153
Table 76: Most preferred TV channel....................................... 154
Table 77: Most preferred newspaper ....................................... 157
Table 78: Most preferred magazine......................................... 159
Table 79: Most preferred radio channel ................................... 162
Table 80: Response to online marketing stimulus ........................ 162
Table 81: Top of mind recall for brands ................................... 163
Table 82: City type classification by market size ........................ 168
Table 83: City type by population size vs. market size.................. 169
Table 84: Socio economic classification (SEC) grid....................... 170

175

176

177

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