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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
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
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
3
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 socio-
economic 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 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:
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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)?
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.
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 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.
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, socio-
economic 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.
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%).
The lower SEC classes also show a relatively higher ‘male’ skew in their
internet user base.
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.
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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.
32%
30%
24% 23%
20%
14%
10%
7%
0%
All Users
Change from PY
10%
7%
2%
0%
0% c
-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.
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
50%
41%
36% 36% 35% 35% 37%
33% 33% 33% 33%
25% 20%
17% 15%
13% 15% 16% 14%16%
12% 12%
0%
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%).
60% 54%
40%
40% 37% 35%
33%
29% 30%
26% 26%
23% 22% 22%
21% 22%
20% 18% 18%
15% 12%
11%
7%
0%
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
Further, the sharp fall in the proportion of ‘teenager’ as we move up the socio-
economic 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.
50% 44%
38% 39%
37% 36%
36%
30% 31%
27%
22% 22%
25%
8% 11% 11%
1%
0%
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.
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Internet Users by Socio Economic Classification
60%
40%
20% 19% 18% 18%
15%
20%
0%
30% 25%
20%
17% 19%
20% 12%
11% 10% 8% 10%13%
10% 5% 5%
0%
Household asset ownerships also follow the same trend, especially for the more
evolved 'lifestyle' household and financial assets:
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.
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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%.
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Internet Users by Socio Economic Classification
40%
32%
25% 22%
20% 20% 16%
20% 10% 17%15%
11%
0%
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).
40%
25%
22%
21%
21% 21%
20% 11% 10% 14%
13% 12%
0%
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 At 70%, access from office is fairly high among SEC D&E users per se, but
noticeably lower than SEC A at 86%.
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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.
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.
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Internet Users by Socio Economic Classification
Sample Base
3,829 5,345 2,353 2,726 14,253
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India Online 2007
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 above-
average 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%.
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.
20%
0%
19
Internet Users by Socio Economic Classification
20%
0%
Table 6: Most top of mind recalled websites across SEC classes (Top 5)
Website SEC A SEC B SEC C SEC D & E All Users
Orkut 3% 4% 5% 7% 5%
Gmail 4% 3% 4% 1% 3%
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India Online 2007
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 SEC B SEC C SEC D&E
Online Activity (Top Website, (Top Website, (Top Website, (Top Website,
% Prefer) % Prefer) % Prefer) % 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%
Online Shopping 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%
Sports Content Espnstarsports, 28% Espnstarsports, 30% Espnstarsports, 25% Espnstarsports, 32%
Matrimonial Search BM,33% BM, Shaadi, 30% BM, 28% Shaadi, 30%
Online Share Trading ICICIDirect, 41% ICICIDirect, 34% ICICIDirect, 33% ICICIDirect, 25%
Astrology Yahoo, 18% Yahoo, 21% Yahoo, 23% Yahoo, 27%
Google, Yahoo,
Real Estate Info Magicbricks, 19% Google, 16% Google, 25%
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%
Online Travel Makemytrip, 22% Makemytrip, 18% Google,17% Yatra,19%
Financial News & Info 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%
BM - Bharatmatrimony
21
Internet Users by Socio Economic Classification
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).
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India Online 2007
Detailed Findings
23
Internet Users by Socio Economic Classification
20%
13%
11%
6%
2%
Current 0%
year base
All Users
Base: 25,060
Same series color as the current year
Change from graph, showing an increase of 5% in the
previous year proportion of 13 to 18 years age group
Change from PY
10%
5%
5% 1% 2% 1%
0%
-5%
-5% -4%
-10%
Current Previous
year base year base
24
India Online 2007
Current Previous
year base year base
25
Internet Users by Socio Economic Classification
Popularity of the
Activity
Table 9: Popularity of various internet activities
26
India Online 2007
Demographic Profile
Chart 11: Gender breakup
60%
40%
20% 19% 18% 18%
15%
20%
0%
Base: 25,060
Change from PY
15%
10%
10% 8%
6%
5% 2%
2%
0%
-5% -2% -2%
-10% -6%
-10% -8%
-15%
27
Internet Users by Socio Economic Classification
50% 44%
38% 39%
40% 37% 36%
36%
30% 31%
30% 27%
22% 22%
20%
11% 11%
8%
10%
1%
0%
Base: 25,060
Change from PY
20%
20%
10% 7%
3% 5%
0.4%
0%
-0.3%
-1% -4%
-10% -4% -5% -4%
-8%
-11% -12% -13%
-20%
28
India Online 2007
0%
Base: 25,060
29
Internet Users by Socio Economic Classification
50%
41%
40% 36% 36% 35% 37%
33% 33% 33% 35% 33%
30%
0%
Base: 25,060
30
India Online 2007
31
Internet Users by Socio Economic Classification
60% 54%
40%
40% 37% 35%
33%
29% 30%
26% 26%
23% 22% 22%
21% 22%
18% 18%
20% 15% 12%
11%
7%
0%
Base: 25,060
Change from PY
20% 16%
10% 6% 7% 8% 7% 6% 6%
1% 2% 3% 1%
-0.3% -1% 2%
0%
-1%
-10%
-9% -8%
-15% -13%
-20% -18%
32
India Online 2007
33
Internet Users by Socio Economic Classification
Socio-Economic Profile
Chart 16: Socio economic classification
32%
30%
24% 23%
20%
14%
10%
7%
0%
All Users
Base: 25,060
Change from PY
10%
7%
2%
0.3%
0%
-5% -5%
-10%
34
India Online 2007
Base: 25,060
Change from PY
28%
30% 21% 22%
22%
15%
2% 4% 5%
0%
35
Internet Users by Socio Economic Classification
20%
0%
Base: 25,060
Change from PY
50% 43%
34%
25% 14%
2% -1% 1%
0%
-2%
-14%
-25%
-34%
-50% -43%
36
India Online 2007
40%
30%
21%
21% 19% 19%
20% 18% 18% 18%
16% 16% 16%
12% 11% 10%
10% 9%
6%
0%
Base: 15,219
37
Internet Users by Socio Economic Classification
20%
0%
Base: 25,060
Change from PY
40% 32% 28% 26%
23%
20% 12%
0%
-20% -12%
-28% -23%
-40% -26%
-32%
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India Online 2007
Economic Profile
Chart 21: Monthly family income
30% 25%
20%
17% 19%
20% 12% 13%
11% 10% 8% 10%
10% 5% 5%
0%
Base: 21,343
Change from PY
20%
6% 11% 7% 9% 8%
10% 5% 5% 5%
5% 6% 2%
2% 4%
1%
0%
-10% -3%
-8%
-12% -13%
-20% -16%
-24%
-30%
39
Internet Users by Socio Economic Classification
40% 36%
30% 28%
Base: 25,060
40
India Online 2007
100%
83%
80% 74%
64% 67%
60% 50%
50%
37% 34%
40% 26%
17%
20%
0%
Base: 25,060
Change from PY
20% 17%
10%
10% 3% 7%
4%
0%
-3%
-10% -4%
-7%
-10%
-20% -17%
41
Internet Users by Socio Economic Classification
42
India Online 2007
40%
30%
20%
20% 13% 15% 14% 13%
10% 13% 12%
7% 7%
10%
0%
Base: 25,060
43
Internet Users by Socio Economic Classification
40%
32%
25%
17% 22% 20%
20%
20% 11% 15% 16%
10%
0%
Base: 25,060
Change from PY
10% 8%
5%
5%
1% 2% 1% 1%
-0.2% 0.3%
0%
-2% -1% -1% -2% -2%
-5% -3%
-7%
-10%
44
India Online 2007
Current Year Home Place of work (office / school / college) Cyber cafe
100%
86%
78% 78% 78%
80% 72% 70%
60%
59%
60% 51% 51% 49% 47%
47% 48%
44%
40%
20%
0%
Base: 25,060
45
Internet Users by Socio Economic Classification
40%
0%
Base: 14,856
Change from PY
30% 21%
19%
20% 16%
11% 13%
10% 7%
4% 3%
0%
-1% -1%
-10% -8%
-11% -12% -11% -11%
-20%
46
India Online 2007
50%
40%
30%
20% 16%
12% 8% 11% 7% 12% 7% 13%
7% 7%
10%
0%
Base: 19,740
Change from PY
15% 13%
9%
10% 7% 9%
5% 3% 3%
1%
0%
-5% -1%
-2%
-4%
-7% -6% -5% -6%
-10% -6%
47
Internet Users by Socio Economic Classification
30%
0%
Base: 14,856
Change from PY
15% 13%
8% 9% 7%
10%
4%
5% 2%
-0.3%
0%
48
India Online 2007
20%
14% 17% 15% 15%
12% 12% 14% 11%
11%
10%
10%
0%
Base: 19,740
Change from PY
10% 6%
3% 4% 3%
5% 2% 2% 2%
0.3% 2% 0.3%
0%
-5%
-6% -6% -7%
-10% -7%
-10%
-15%
49
Internet Users by Socio Economic Classification
60%
40%
Base: 14,231
10% 9%
8% 6% 6%
6% 5%
5%
1%
0%
-0.1%
-1% -2% -1% -1%
-5%
-10% -8%
50
India Online 2007
60%
40%
17%
20% 10% 13% 11%
8%
2% 2% 2% 5% 3%
0%
Base: 17,617
Change from PY
14%
15% 11%
10% 7%
5%
5% 2% 2%
2%
0.2% -0.1%
0%
-0.4% -0.4% -1% -2%
-5%
-4%
-10% -8%
51
Internet Users by Socio Economic Classification
40%
28%
22% 20%
20%
20% 15%
9% 9%
9% 8% 8%
0%
Base: 13,905
Change from PY
10%
5% 4%
4%
5% 2% 2% 2%
2% 1% 2%
0%
-1%
-5%
52
India Online 2007
40%
16%
20% 12% 12% 12%
9%
4% 4% 5% 4%
2%
0%
Base: 17,680
Change from PY
5%
2%
0.0% 0.0%
0%
-1% -1% -1% -0.6% -1% -0.4% -0.3% -0.4%
-10%
53
Internet Users by Socio Economic Classification
40%
25%
22%
21%
21% 21%
20% 14%
11% 13% 10% 12%
0%
Base: 15,214
Change from PY
5% 4%
2% 2%
1% 2% 2%
1% 1%
0.3% 0.2%
0%
-2% -2%
-3%
-5% -4% -4%
54
India Online 2007
30% 26%
21% 23% 22%
20%
20%
10%
0%
Base: 14,015
Change from PY
10%
7%
6% 5%
5%
5% 3%
0%
-1% -1% -1%
-1% -2% -2%
-5% -3% -3%
-5%
-6%
-10%
55
Internet Users by Socio Economic Classification
10%
0%
Base: 18,200
10%
2% 1% 0.3% 1% 2% 2%
0.1% 1%
0%
-2% -2% -3% -3% -3%
-10%
-13%
-20%
56
India Online 2007
20%
10%
0%
Base: 17,100
10% 8%
2% 4%
5% 2%
2% 2% 2%
0.1% 0.3% 1%
0%
-2% -2%
-5% -3%
-5%
-10% -10%
57
Internet Users by Socio Economic Classification
30%
0%
Base: 21,962
Change from PY
10% 8%
5% 5%
5%
5% 4%
0%
-2% -2% -2% -1% -2% -3%
-5% -3% -3% -3%
-6%
-10%
58
India Online 2007
60%
47% 51%
50% 45% 46%
41% 44% 42% 41% 41%
40% 36%
30%
16%
20% 13% 12% 13% 14%
10%
0%
Base: 22,501
Change from PY
27% 27% 26%
30% 26% 20%
20% 15% 12% 10% 12% 12%
10%
0%
-10%
-20%
-30%
-40% -36% -32%
-39% -38%
-50% -42%
59
Internet Users by Socio Economic Classification
60%
40%
0%
Base: 14,785
Change from PY
9%
10%
7%
5% 2% 2% 3%
2%
-0.3% -0.3% 0.1%
0%
60
India Online 2007
61
Internet Users by Socio Economic Classification
62
India Online 2007
100% 90%
85% 81% 83%
77% 76% 74% 73%
80% 72%
62% 67%
62% 62% 61% 62%
60%
`
40%
20%
0%
Base: 14,253
Change from PY
40% 33%
24% 25% 27% 27% 25%
20% 20%
16%
20%
6%
0.3%
0%
-0.3%
-3%
-5%
-10%
-20%
63
Internet Users by Socio Economic Classification
40%
20%
0%
Base: 14,253
Change from PY
15% 13%
10% 10% 10%
10% 10%
10% 8% 8%
5% 5%
5% 3% 2%
1%
1%
0%
-5% -3%
64
India Online 2007
20%
10%
0%
Base: 14,253
Change from PY
40%
29%
30%
22%
22% 22% 23%
19% 20% 20% 20%
20% 17% 17%
15% 12%
9%
10% 9%
0%
65
Internet Users by Socio Economic Classification
Current Year E-greetings Check financial info Check real estate info
70% 63%
59% 58%
57%
60% 51% 51%
50% 45% 46% 46%
40% 40%
38% 37%
40% 35% 35%
30%
20%
10%
0%
Base: 14,043
10% 4% 4% 2% 1%
0%
-10% -6%
66
India Online 2007
80% 72%
62%
57% 55% 57%
60%
45%
44% 43%
38%
40% 28%
20%
0%
Base: 14,253
Change from PY
30%
21%
17% 14% 15%
11%
0%
-11%
-14% -15%
-17% -21%
-30%
67
Internet Users by Socio Economic Classification
20%
0%
Base: 10,888
Change from PY
20% 15% 17%
14% 13%
9%
10% 6%
2% 2%
0%
-1%
-10% -4%
-9% -10% -12%
-20% -14% -15%
68
India Online 2007
60%
40%
30% 27% 27% 27%
22%
20% 14% 12% 12% 12%
10%
8% 7% 6%
6% 7%
0%
Base: 14,253
69
Internet Users by Socio Economic Classification
50% 45%
38% 41% 40% 41%
40%
30%
20%
10%
0%
Base: 14,253
70
India Online 2007
71
Internet Users by Socio Economic Classification
Table 15: Most used local language websites (other than English)
72
India Online 2007
73
Internet Users by Socio Economic Classification
Current Year Slow website opening Virus / spyware Spam / junk mails
70% 65%
62% 60% 61% 62%
59%
60% 57%
50% 49%
49% 46% 49%
50% 46%
44%
40% 36%
30%
20%
10%
0%
Base: 14,252
74
India Online 2007
75
Internet Users by Socio Economic Classification
40%
20%
0%
Base: 25,060
Change from PY
30% 28%
26% 26% 25%
21%
20%
10% 5% 6% 6%
4% 4% 5%
0.1% 0.5%
0.0%
0%
-10% -9%
76
India Online 2007
Chart 52: Number of email accounts and average per capita email ids
Current Year One Two Three
21%
20%
15% 15%
12% 13%
10%
0%
Base: 25,060
Chart 36: Number of email accounts and average per capita email ids
Change from PY
10% 7%
5% 5% 6% 5% 4% 5%
3% 3%
2%
0%
-10%
-20% -16%
-19%
-21% -21% -22%
-30%
77
Internet Users by Socio Economic Classification
78
India Online 2007
79
Internet Users by Socio Economic Classification
80
India Online 2007
81
Internet Users by Socio Economic Classification
82
India Online 2007
83
Internet Users by Socio Economic Classification
84
India Online 2007
85
Internet Users by Socio Economic Classification
86
India Online 2007
87
Internet Users by Socio Economic Classification
88
India Online 2007
89
Internet Users by Socio Economic Classification
90
India Online 2007
91
Internet Users by Socio Economic Classification
92
India Online 2007
93
Internet Users by Socio Economic Classification
94
India Online 2007
95
Internet Users by Socio Economic Classification
96
India Online 2007
97
Internet Users by Socio Economic Classification
98
India Online 2007
99
Internet Users by Socio Economic Classification
100
India Online 2007
101
Internet Users by Socio Economic Classification
102
India Online 2007
103
Internet Users by Socio Economic Classification
104
India Online 2007
105
Internet Users by Socio Economic Classification
106
Segment Wise Detailed
Tables
107
Table 1: Gender breakup
108
Table 3: City class - by population size
109
Table 5: City wise distribution
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%
111
Table 7: Preferred language of reading
112
Table 8: Socio economic classification
113
Table 11: Function / field of occupation
114
Table 14: Most expensive vehicle owned by the household
115
Table 16: Household asset ownership
116
Table 18: Years of experience in using internet
117
Table 21: Type of Internet Connection at Office
118
Table 23: Service provider subscribed to at office
119
Table 25: Frequency of accessing internet from office
120
Table 28: Duration of internet usage from home
121
Table 31: Duration of internet usage during weekends
122
Table 34: Time spent by internet users on watching TV
123
Table 37: Professional activities
124
Table 39: Downloading activities
125
Table 42: Blogging activities
126
Table 44: Membership by type of online community
127
Table 46: Online activities desired in other languages
128
Table 48: Top of mind unaided recall - all websites
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
131
Table 50: Preferred website for emailing
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
133
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 68: Preferred info search engine - English
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
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
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
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%
Others 4% 7% 10% 9% 7%
161
Table 79: Most preferred radio channel
162
Table 81: Top of mind recall for brands
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 Kolkata Ahmadabad
Metros Chennai Mumbai
Coimbatore Pune
Hyderabad Surat
Lucknow Nagpur
Uptowns
Ludhiana Vadodara
Patna
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
Metros Delhi & NCR
Hyderabad &
Secunderabad
Kolkata
Mumbai & Suburbs
Pune
Surat
Faridabad Assansol Indore Bhopal
Kochi Jaipur
Madurai Kanpur
Urban
Vadodara Lucknow
Uptowns Ludhiana
Nagpur
MARKET SIZE 2
Patna
Goa Amritsar Nashik
Aurangabad
Chandigarh
Dhanbad
Guwahati
Emerging
Jabalpur
Towns
Rajkot
Thiruvanathapuram
Tiruchirapalli
Vijayavada
Visakhapatanam
Others from North India Mangalore Allahabad Agra
Others from South India Dehradun Bhubaneswar Meerut
Others from East India Others from North India Cuttack Varanasi
Others Others from West India Others from South India Jodhpur
Others from East India Raipur
Others from West India Ranchi
Solapur
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
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 D C B B A A A
no employee
Chief Wage Earner's 3 Occupation
Businessmen/
industrialists – with C B B B A A A
1 to 9 employee
Businessmen/
industrialists – with B B A A A A A
10+ employee
Self-employed
D D D B B A A
professionals
Clerical/ salesmen D D D C B B B
Supervisor level D D C C B B A
Officers/
C C C B B A A
executives (junior)
Officers/
executives B B B B A A A
(middle/ senior)
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