India Online Landscape 2010

Online Indians and their Net Usage Behavior and Preferences

Topline Findings
 Pond not growing, but ‘fishier’

 51 mn ‘active’ internet users in India, 40 mn urban and 11 mn rural

 Reaches 10% Indian households and 4.4% Indians

 2/3rd households have ‘multiple’ users in them

 97% are regular users and 79% use daily

 High base of ‘daily users’ and increased base of ‘online buyers’ indicates growth
in ‘depth’

 1 in 4 access it on mobile phones, though most of them are ‘dual’ users (PC + Mobile)

* Regular internet users = use internet ‘at least once a month’, Occasional internet users = who have ‘used the internet in last one year’
 Mobile access adding ‘depth’

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

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

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

 ‘Poor speed’ and ‘affordability’ are the biggest perceptual barriers in higher adoption
of mobile internet usage among existing net users
 Need to ‘cast’ the net wider
 Rural user base up at 20%

 Growth relatively more in ‘South’, making it the most ‘net-savvy’ region

 Growth relatively more in the ‘smaller’ urban areas’ (below 5 lakhs population) – they
now account for half of all urban internet users

 ‘Home’ continues to be the largest ‘single’ place of access. ‘Home’ and ‘transit’
user base show increase

 ‘Connectivity’ problems are the biggest irritants, starting with ‘speed’ - half of
all broadband users claim ‘below 256 kbps’ speeds
 ‘Catching big’ in the small pond

 Over half of internet users are ‘employed’, half of whom are ‘corporate employees’

 2/3rd of those employed are ‘head’ of the household (rest 1 in 3 being the ‘other earning
members ‘of ‘multi-income’ families)

 ‘25-35 years’ forms the ‘single’ largest age group among internet users

 Their ‘average’ claimed monthly family income is ‘3 times’ the national average

 At least 2 times higher ownership levels for the more ‘evolved’ modern day assets

 Female user-ship ‘inching’ upwards, ‘housewives’ as a user base starts emerging

Internet ‘intrinsic’ to their lifestyle

 Internet is the ‘dominant medium’ in 2/3 rd internet users’ lives

 Among offline media, they read ‘newspapers’ more, but are ‘heavier users’ of TV

 Internet ‘surfing’ is the favorite ‘indoor entertainment’ for most of them, and
they perceive it as a source of ‘learning’ and ‘entertainment’

 ‘Listening to music’, ‘cinema’ and ‘gaming’ are their biggest hobbies

 ‘Money’ is the biggest motivation driving their lives

 They give highest importance to ‘functionality’, then to brand image

 Window shoppers give way to ‘serious’ ones

 Proportion of online ‘window’ shoppers fell significantly in the last year

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

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

 Net users make good ‘marketing audience’ – 3/4 th of them have ‘responded’ to
some kind of ‘marketing stimulus’ when online
Popular Online Activities – Top 10

Online Activity % Internet Users

Undertaking

Emailing 94%

Download Music 72%

Instant Messaging/Chatting 56%

Job Search 56%

PC to Mobile SMS 55%

Social Networking 54%

Info Search Engine 52%

Watch Videos 50%

Screensavers/Wallpapers 50%

Online Communities 50%

Average number of online activities undertaken per person - 17

Most Used Websites – Overall Level Top 10

Website % Use it the Most

Google 46%

Yahoo 11%

Gmail 9%

Orkut 6%

Rediff 4%

Facebook 2.4%

Moneycontrol 1%

Youtube 1%

Blogspot 0.8%

160by2 0.7%

* On preferred usage basis (i.e., the site they use the most among all the sites they use)
Most Used Websites – By Verticals
Vertical Top Website % Use Most

Emailing Gmail 62%

Emailing from Mobile Gmail/Google 64%

Instant Messaging Gtalk/Gmail 41%

Job Search Naukri 48%

Online News Yahoo 23%

Info Search – English Google 79%

Online Travel Buy IRCTC 51%

Online Games Zapak 26%

Online Buying (Non-Travel) Ebay 32%

Real Estate Google 24%

Business & Financial News Google 26%

Online Share Trading Sharekhan 18%

PC to PC Net Telephony Google/Gtalk 54%

PC to Telephone Net Telephony Yahoo 21%

PC to Mobile Messaging (sms) Way2sms 45%

Net banking Onlinesbi 29%

Most Used Websites – By Verticals
Vertical Top Website % Use Most

Matrimony Bharatmatrimony 38%

Friendship/Dating Orkut 46%

Share Pictures Orkut 37%

Social Networking Orkut 53%

Professional Networking Orkut 35%

Video Sharing Youtube 36%

Non-cricket Sports Yahoo 29%

Cricket content Cricinfo 42%

Cinema content Google 20%

Watch Videos Youtube 76%

Financial Info & Quotes Moneycontrol 18%

Buy/Rent Movie CD Ebay 23%

Mobile content Google 18%

Book Cinema Tickets Bookmyshow 33%

Download Movies Torrentz 30%

Download Music Songspk 27%

Most Used Websites – By Verticals
Vertical Top Website % Use Most

Listen/stream Music Songspk 14%

Share/Upload Music Youtube 22%

Health & Lifestyle Content Google 38%

Online Education and Learning Google 40%

Astrology Astrology 22%

Screensavers/Wallpapers Google 45%

E-greetings 123greetings 48%

Join Online Community Orkut 52%

Follow Tweets Twitter 72%

Search Locations/Maps Google 87%

Search for Higher Education Info Google 53%

Online Tutorials Google 40%

Search/Buy Books Google 56%

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

• Insightful understanding of net usage behavior and preferences of regular online

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

• Understanding of online Indians as ‘consumers’ and not just as faceless net users.
Includes their socio-economic status, household and financial asset ownerships, online shopping behavior and
website and media preferences reported on the ‘most used’ basis. Website preferences captured for 47 online
verticals/domains
 Methodology Overview
• A land survey was conducted in Apr-May 2010 to estimate ‘internet users’ in India. The survey covered ‘towns’
and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the
key, and 69 of the total 77 regions in India as classified by NSSO)

• Though the selection of towns and villages was ‘purposive’, the sampling within the towns was done on ‘2-stage
random’ basis (firstly a random selection of polling booths, and then a random selection of households from the
electoral list within each of these randomly selected polling booths); within villages sampling was done on
‘systematic random’ basis (selection of every nth house in the village)

• Net usage dynamics, usage behavior and website preferences were captured from the ‘actual’ internet users in
an online survey using Juxt’s own 180,000+ member Internet User Panel (www.getcounted.net)

• The online panel and survey data was made ‘representative’ of the entire online Indian population (and not just
of the online panel members or those surveyed) by using ‘demographic weights’ of internet users as derived
from the land survey

• Representation ‘weights’ were derived and applied on 3 demographic parameters – zone, urban district/ village
class and SEC; while ‘corrections’ were also made for 3 parameters – gender, age and preferred language of
reading. Only authentic ‘Govt. of India’ base population statistics were used for this purpose ( NSSO/Census)

* For a detailed understanding of the methodology of the study please refer to the ‘Methodology’ section of the dataset
 Reports / Datasets
• From 2010, all the India Online reports are available as query-based online
datasets with findings presented as tables/graphs/charts (no PDF reports anymore)

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

• In addition, there are a series of supplementary datasets with each dataset

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

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
 Juxt India Online Syndicated Datasets
Overall Internet User Consumer Segment Online Verticals
Level Dataset Datasets Datasets

Youth Online 13-24 year old internet users Generic Portals

Online Shopping Non-travel products
Women Online Women internet users

India Online Universe Online Travel

Urbanites Online Net users by their SEC profile Job Search Matrimony
All Internet Users – Demographics,
Psychographics, Internet Usage, Media Usage
Social Networking
Online Socialites Social media users on the net
Professional Networking
Rendezvous Online Net users by place of access Emailing Search Engine - English
Mobile & Online Online News Search Location/Maps
Net users using internet on mobile phones Speed Online Net users by type of connection
Cricket,
Online Sports Content Other Sports

Corporate Online Online City Line Net users by town classes Financial Info Search

Corporate employees on the net Online Share Trading Astrology

Students Online Students on the net
Net Telephony Book Movie Tickets
Auto Owners Online Investors Online Net users as financial investors
Online Games Download Movies
Car & 2-wheeler owning net users
Online Music Picture Sharing
CC Online Credit card owners as net users

Online Lingua Online Real Estate Video Sharing

Vernacular language net users

Techie Online IT Professionals on the net
Mobile Content Download
 Pricing*
Overall Internet User Consumer Segment Online Verticals
Level Dataset Datasets Datasets

Single Datasets

India Online Universe Individual Segment Datasets Individual Category Datasets

Rs. 150,000 Rs. 150,000 Rs. 150,000
(data at ‘all internet users’ level only) per consumer segment per category/vertical
(data at consumer segment level only) (data at category/vertical level only)

Combo Datasets
Up to 4 consumer segment or
+ vertical category datasets  Rs. 300,000

India Online Landscape

5 - 9 consumer segment or
(master dataset – all internet users,
urban, rural, state-wise, town class- + vertical category datasets  Rs. 450,000
wise, urban district-wise for top 25
urban districts)

+ 10 -15 consumer segment or

vertical category datasets  Rs. 600,000

* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset

* 10.3% service tax extra

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

• Delivery Timeline : Overall Level Datasets (India Online Universe / India Online Landscape)

Week of 26th July 2010

: Supplementary Level Datasets

2 days per dataset thereafter from date of order

: PowerPoint Report

1 week per dataset report thereafter from date of order

• Reporting Format : Query access based online dataset

 India Online Landscape Dataset
(Information Coverage)

Size Estimates of Internet Users in India

(All India, Urban/Rural, By States, By Urban District Class/Village Class, Top 25 Urban Districts)
• Total internet using households, No. of internet users per household, Total Internet using individuals
• Regular internet users (at least once a month) versus occasional internet users
• Users accessing internet from only mobile, only computers, both mobile and computers

Geographics of Internet Users

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

Personal Demographics of Internet Users

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

Personal Psychographics of Internet Users

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

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

Personal Consumption Lifestyle Orientation

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

Other Personal Consumption Habits & Lifestyle

• Whether owns a credit card, and card type owned
• Whether uses a mobile phone, Services subscribed to on the most used connection, Features present on this most used
handset
 India Online Landscape Dataset
(Information Coverage)

Household’s Socio-Economic Profile

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

Personal Health Profile

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

Personal Media Usage

• Whether use TV, Radio, Newspaper, Daily duration of usage on weekdays and weekends
• Most watched Entertainment and News TV channels, most read newspaper, most listened to radio channel
 India Online Landscape Dataset
(Information Coverage)

Net usage status and dynamics

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

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

Popular online activities undertaken and most used websites

• Most used websites at the overall level
• Frequency of undertaking and the most used website for each of the following online activities:

 Emailing  Instant Messaging/Chatting

 Use Emailing on Mobile  Follow Tweets
 Info Search (English)  Location/Map Search
 Job Search  Travel Search/Booking
 Real Estate Info  Online Shopping (other than travel products)
 Search/Buy Books  General News
 Business/Financial News  Financial Info (rates, quotes, etc.)
 Net Banking  Online Share Trading
 PC to PC & PC to Phone based Net Telephony  PC to Mobile messaging (SMS)
 Matrimonial Search  Dating/Friendship
 Social Networking  Sharing Pictures
 Sharing Videos  Watch Videos
 Professional Networking  Pay Bills Online
 Gaming  Stream/Listen to Music
 Download Music  Download Movies
 Cricket Content  Cinema Content
 Non-cricket Sports Content  Book Movie Tickets
 Download Mobile Content  Educational Info Search
 Health & Lifestyle Info  Online Education/Tutorials
 E-greetings  Astrology
 Online Communities
 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!