Highlights of India Online Landscape Report 2010
Internet Usage and Penetration in India
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)
Mobile Internet Usage in India
‘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
Intenet Usage in India – Dynamics
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
Internet User Profiles in India
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 Users in India – Lifestyle Profiling
Internet is the ‘dominant medium’ in 2/3rd 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
Online Shopping in India – Trends
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’ – 3/4th of them have ‘responded’ to some kind of ‘marketing stimulus’ when online
Most popular Online Activity among Internet Users in India
Bulk SMS Marketing: Why is it the best marketing tool?
