India Online 2009

Understanding Online Indians and their Net Usage Behavior and Preferences
 Study Overview
• Most recent estimates of Internet user-ship in urban and rural India. Estimates based on
a land survey conducted between Dec 2008–Jan 2009 among 135,000 individuals from 16,000 households in
40 cities and over 12,000 households in 480 villages spread across all the 4 regions of the country

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

Indians. Findings on ‘net usage dynamics’ based on a sample of over 50,000 ‘active’ online panel
members with JuxtConsult, and findings on ‘popular online activities and website preferences’ based on an
online survey among more than 12,500 of these ‘active’ panel members in Feb-Mar 2009

• Understanding of online Indians as ‘consumers’ and not just as faceless net users.
Includes their socio-economic status, online shopping behavior, and website and media preferences
reported on the ‘most used’ basis

• Website preferences captured for over 32 online verticals/domains

 Methodology
¾ A land survey was conducted to profile and estimate the users of internet. The survey covered
‘towns’ and ‘villages’ of all population strata, and ‘households’ of all socio-economic classes (SEC)
within each of these towns and villages

¾ Net usage dynamics, behavior and website preferences were captured from the ‘actual’ internet
users form JuxtConsult’s own Internet User Panel (www.getcounted.net)

¾ Demographic ‘weights’ derived from the land survey were then used to make the online panel and
survey data representative of the entire online urban population (and not just of the online panel
members)

¾ Representation ‘weights’ were derived based on 6 demographic parameters - town class, SEC,
region, gender, age and preferred language of reading

¾ Only authentic Govt. of India data (NSSO/Census/RGI) were used for estimation of user-ship and
derivation of representation ‘weights’
Topline Findings
Pond gets smaller, but livelier…
¾ ‘All’ internet users down at 47 million (39 million urban, 8 million rural)

¾ Drop of 6% from last year (lapse of around 3 mn occasional users)

¾ Just 10% growth in ‘regular’ users base*, reaching 38.5 mn (33 mn urban)

¾ +3.5 mn regular ‘urban’ users over last year, +0.4 mn regular ‘rural’ users

¾ 15% growth in ‘daily’ internet users (+4.2 mn in last 1 year to reach 32 mn)

* Regular internet users = internet users who use the internet ‘at least once a month’
** All internet users = Regular + Occasional internet users who have ‘used the internet in last one year’
 Lapsers predominantly Cybercafe users

¾ Exclusive cybercafé user base shrink to become just 6% of all internet users

¾ Lapsers from cyber cafe account for most of the internet lapsers in last one
year

¾ Office continues to be the place from where internet is accessed the most
(68% at ‘multiple’ access point level)

¾ Average place of access per user is 1.9

¾ On preferred access point basis, home tops at 37%

Affordability & language holding it back…

¾ 1 out of 4 computer user still not using internet

¾ Most new broadband connections are ‘replacement’ connections

¾ Still only 4 mn internet users access it through mobile phones

¾ Only 13% of existing internet users prefer to read in English

¾ More importantly only 20 mn Indians (<2% of all) prefer to read in English

Catching the ‘classes’ across the country…

¾ 4 out of 5 online Indian are in the ‘prime’ of their life (19-35 years)

¾ 3 out of 4 of them belong to the ‘consuming’ and ‘aspiring’ class (almost

half of them belong to SEC ‘A’ and ‘B’)

¾ Half of all Internet users are employed

¾ Their average monthly family income is 3.2 times the national average

¾ 3 out of 4 of them come from the non-metro towns and nearby villages
Household Assets % Internet Users Owning

Color TV 78%
Mobile Phone 72%
Bank Account 68%
Computer/Laptop 71%
Fridge 53%
Life Insurance 46%
2-Wheeler 51%
Credit Card 25%
Air Conditioner 13%
4-Wheeler 10%
Invested in Shares 14%
 What they do when online…
Top 10 Online Activities* % Undertaking Change from 2008

Search for travel products 84% -

Job search 71% -0.3%
Search for non-travel products 68% -
Instant messaging/chatting 67% -3%
Check general news 62% -1%
Dating/Friendship 55% +5%
Check cricket content/score 53% +3%
Check sports other than cricket 52% -
Matrimonial search 49% +0.4%
English info search engine 49% +0.6%

¾ On an average net users undertakes 13 activities online (2 less than last year)

¾ Main gainers are dating/friendship, check cricket content, PC to PC net telephony and downloading mobile content.
Main losers are download music, check business & financial news, check sports other than cricket, check cinema content
and professional networking

¾ 42% use a local Indian language website (+8% over last year)

* Emailing not included as all panel members are email users by default
Most net users ‘window shop’ online
¾ 89% of all regular online Indians ‘shop’ online (search or buy)

¾ 20% have also bought online in last 1 year, i.e., ‘active’ online buyers base of 7.6
million

¾ 65% of online ‘buyers’ have bought a travel product online and 50% have bought a
non-travel product online

¾ 74% of travel buyers have bought train tickets, 34% air tickets

¾ Credit card is the most popular mode of online payment at 50%

¾ Less than 1 in 5 ‘non-buying’ online shoppers cite ‘fear of misuse of credit card’
as a reason for not buying online
Google continues to be the most used website of all!

Website % Use it the Most Change from 2008

Google 35% +7%

Yahoo 25% -3%
Gmail 11% +3%
Orkut 7% -1%
Rediff 4% -5%
Indiatimes 1% -0.1%
Moneycontrol 0.7% -0.1%
Hotmail 0.6% -0.4%
Youtube 0.5% +0.3%
Sify 0.5% -0.2%
 Most Used Website for Specific Activities
Vertical Top Website % Use Vertical Top Website % Use
Most Most

Emailing Yahoo / Gmail 45% / 44% Matrimony Bharatmatrimony 37%

Instant Messaging Yahoo 38% Friendship/Dating Orkut 38%
Job Search Naukri 44% Share Pictures Orkut 26%
Online News Yahoo 21% Social Networking Orkut 53%
Info Search – English Google 76% Professional Networking Orkut / Linkedin 24% / 24%
Info Search – Local language Google 34% Video Sharing Youtube 32%
Online Travel Buy IRCTC 43% Non-cricket Sports Espnstar 19%
Games Zapak 41% Cricket content Cricinfo 27%
Online Buying (Non-Travel) Ebay 25% Cinema content Youtube / Yahoo 18% / 17%
Real Estate Makaan 23% Listen/stream Music Raaga 16%
Business & Financial News Moneycontrol 22% Financial Info & Quotes Moneycontrol 24%
Online Share Trading ICICIdirect 28% Buy/Rent Movie CD Rediff 27%
PC to PC Net Telephony Yahoo 29% Mobile content Yahoo 18%
PC to Telephone Net Telephony Yahoo / Skype 28% / 26% Cinema Tickets Google 19%
PC to Mobile Messaging (sms) 160by2 21% Astrology Astrology 25%
Net banking ICICI Bank 31% Download Movies Torrentz 35%
Report Details
 List of Reports
• The India Online 2009 package of reports has an ‘Overall Report’, which
presents the broad level findings on various aspects of net usage (on the
base of ‘all internet users’)

• In addition there are a series of Supplementary Reports

• Each supplementary report presents a specific ‘category level’ or ‘user

segment level’ findings. Here the sample base is the ‘subset’ of internet
users belonging to a specific user segment, or undertaking a specific online
activity, and the report outlines their internet usage behavior and
preferences
 List Of Reports
1. Overall Report Category Supplementary Reports: (profiling users of top 5 websites)

User Segment Supplementary Reports: 19. Online Shopping

20. Emailing
21. Instant Messaging / Chatting
2. Women on the net
22. PC to Mobile Messaging
3. Youth on the net (teenagers and young adults) 23. Job Search
4. Urban versus Rural net users 24. Matrimony
5. Net users by their socio-economic (SEC) profile 25. Info Search – English
6. Students on the net 26. Travel Booking
7. Corporate employees on the net 27. Social Networking
8. IT professionals on the net 28. Professional Networking
9. Heavy online spenders on the net 29. Friendship / Dating
10. Bloggers on the net 30. Sharing Pictures
31. Sharing Videos
11. Car owning net users
32. Online News
12. Two-wheeler owning net users
33. Business/Financial News
13. Credit card owners on the net 34. Financial Info (quotes, rates, indices, etc)
14. Net users by place of access (homes, place of work, 35. Online Share Trading
cyber cafes) 36. Net Telephony (PC to PC, PC to Telephone )
15. Net users by type of connection (broadband, dial-up, 37. Cinema Content
etc.) 38. Book Cinema Tickets
16. Net users by city/town type (metros, urban uptowns, 39. Buy / Rent Movie CD/DVD
emerging towns, and others...) 40. Sports Content (cricket, other sports)
17. Net users as financial investors 41. Online Music
18. Vernacular language net users 42. Online Games
43. Online Real Estate
44. Mobile Content Download
45. Astrology
46. Online Education / Learning

Note: Completion of any supplement report is subject to collection of sufficient sample responses in the survey.
 Pricing of Reports
Report Price (Rs.)* Price (USD)
* 12.36% service tax extra

Main Report 100,000 3,500

Supplementary Report 100,000 each 3,500 each

Main + 1 Supplementary Report (list price) 200,000 7,000

Main + 2-4 Supplementary Reports Less 15% of list price Less 15% of list price

Main + 5 or more Supplementary Reports Less 25% of list price Less 25% of list price

Note - only supplement reports cannot be bought in isolation (without the main report).

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

• Delivery Timeline : Main Report – First Week of April 2009

: Supplementary Report – 1 week per report thereafter or

from date of order, whichever is later

• Report Delivery Format : PDF

 Information Coverage
¾ Demographic and socio-economic profile of online Indians
9 Gender, age, city (village), city type (village type), region
9 Educational qualification, current occupation, industry of occupation, preferred language of reading, status in
the household
9 SEC (urban, rural), monthly household income, most expensive vehicle owned
9 Household and financial asset ownership – home, land, TV, fridge, washing machine, AC, microwave, music
system, DVD player, Ipod, camera, video recorder, tube well/pump, landline phone, mobile phone, computer,
cable TV connection, bank account, demat account, fixed deposits, chit fund deposits, life insurance, medical
insurance, debit card, credit card, mutual fund, shares, etc
9 Currently running loan liabilities if any

¾ Net usage status and dynamics

9 Years of experience in using the net
9 Place of access (home, place of work, cyber café, transit, choupal/gram panchayat)
9 Net usage details by the most preferred place of access - type of connection, ISP subscribed to, frequency of
usage, duration of usage, usage by day parts
9 Daily time spent on net vis-à-vis on computer usage, watching TV, reading newspaper and listening to radio
 Information Coverage
¾ Online activities undertaken and most used websites
9 Popular online activities and their usage penetrations
9 Most used websites at the overall level
9 Most used websites for 30 popular online activities:

9 Emailing 9 Instant Messaging/Chatting

9 Info Search (English) 9 Info Search (Local Language)
9 Job Search 9 Astrology
9 Travel Booking 9 Online Shopping (other than travel products)
9 News 9 Financial Info (rates, quotes, etc.)
9 Online Share Trading 9 Real Estate Info
9 Matrimonial Search 9 Dating/Friendship
9 Social Networking/Communities 9 Sharing Pictures
9 Sharing Videos 9 PC to PC and PC to Phone based Net Telephony
9 Professional Networking 9 PC to Mobile messaging (SMS)
9 Gaming 9 Listen/buy Music
9 Sports (cricket & non cricket) 9 Cinema Content
9 Buy/Rent Movies 9 Downloading Mobile Content
9 Net Banking 9 Online education/learning
 Information Coverage
¾ Online shopping behavior
9 Penetration of online shoppers (search) and buyers (search and buy)
9 Travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying and average
monthly spends
9 Non-travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying and
average monthly spends
9 Modes of online payment used
9 Motivations of buying online and problems faced while buying online
9 Reasons for not buying online (for those who search only)

¾ Online marketing stimulus responded to (banner ads, search ads, virals, contest, e-mailers, newsletters)
¾ Internet usage in local Indian languages
9 Popular languages of internet usage, most used websites for each of these languages
¾ Blogging & online community membership
9 Proportion of internet users reading, commenting and owning blogs
9 Proportion of internet users as members of online communities
¾ Main problems faced while surfing the Internet
 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!