Indian Women 2010

Digital Involvement
 Women & Social Media
• Komli Media’s online audience and ad measurement platform ViziSense, recently
came out with a report mapping the online consumption patterns of Indian
women.  The study was conducted among 90,000 women panelists and the
ViziSense India panel.
• This study serves as an important pool of information for marketing managers to
understand women better (Jan to April 2010). It provides significant insight into
their online behavior which will also be an important tool for social media
marketers. The report tries to capture the demographic attributes such as age,
occupation and geography while analysing women’s behavior across top
categories. Encouraging news is, that out of the 5 crore active Indian internet
universe, 22% are women.
 Indian Women Activities
The top three online activities for Indian women are social networking, email and
search. However, social networking interestingly gets higher page views than e-mail,
indicating more engagement and online conversations.

Categories Jan 2010 Feb 2010 Mar April

2010 2010
Search 6.56 7.17 7.50 8.13
E-Mail 5.79 6.02 6.91 7.69
Social  Networking 4.36 4.92 5.37 5.67

News 2.42 2.60 2.71 3.02

Travel 2.09 2.15 2.41 2.66
Jobs 1.09 1.92 2.08 2.06
Music 1.55 1.53 1.68 1.85
 Social networking
• Women tend to be active on social networks across all times in the day but activity
levels peak at 9:00 p.m.Social Networking sites witness a high usage from women
between the ages of 15 – 24 years.
• Different education profiles make a significant impact on social networking. 
Graduates are use social networking sites more(most Page Views consumed by this
profile).
• There was a variation recorded over the usage patterns across the geography.
Online usage is skewed in the ratio of 61% in favour of South Indian women,
however, when it comes to social networking, their counterparts in North India are
way more active.In fact, it was seen that out of the total unique users of social
networking, 55% belong to North India and 45% belong to South India.
• 80% women from India prefer Facebook over Orkut.
• The study gives an insight into the applications being used on Facebook. Farmville
is the most popular application for Indian women.
 E-mailing

• Email websites are accessed more frequently by Indian women than any other
form of online activity.
• Gmail and Yahoo came across as the most popular email sites.
• Peak in usage – 11 a.m. to 12 p.m.
 Search

• Indian women still stick to the traditional forms of shopping. They still like to touch
and feel before they make their decision. Shopping does not figure amongst the
top 7 categories which is a clear indicator of their preferences.
• News has been seen as a category more visited by men. The study, however,
reveals that news, music, jobs and celebrities are the top searched categories by
Indian women. It clearly reflects, the kind of content women are consuming and
speaks of their lifestyle and awareness levels.
• Students show high activity on search and music sites.
• Peak in usage – 3:00 p.m. to 4:00 p.m
Search Result

Rank Topic
1 Music
2 Jobs
3 Celebrities
4 Travel/Tourism
5 Wallpapers
6 Kids
7 Beauty/Fashion
8 Shopping
9 Greetings
10 SMS services