The India Online study helps in understanding the status and net usage behavior and preferences of online Indians. It not only provides the most recent estimates on the Internet user-ship, growth and penetration in India but also gives a highly ‘insightful’ understanding of the current net usage behavior and preferences of various types of online Indians.

1. India Online 2008
Online Indians and their Net Usage Behavior and Preferences

2. • Most recent estimates of Internet user-ship in urban and rural India
• Insightful understanding of net usage behavior and preferences of regular
online Indians
• Understanding online Indians as ‘consumers’ and not just faceless net users
• Comparative profile of users of top 5 websites for 26 online verticals
• ‘Changes’ vis-à-vis last year reported for most of the information
Study Overview

3. A ‘land survey’ conducted in March 2008 to estimate and profile the internet users
The survey sampled over 12,500 households in 40 cities of all population sizes, and over
4,000 households in 160 villages across the country, covering all socio-economic strata
The internet usage dynamics, behavior and website preferences were captured through
a large scale ‘online survey’ with over 15,000 internet users in April 2008
The online survey was conducted using Google (keyword) Search Ads and JuxtConsult’s
own Internet User Panel (www.getcounted.net)
The online survey data made ‘representative’ of the entire online population (urban
and rural), by using appropriate demographic ‘weights’ derived from the land survey
and using authentic Govt. of India population statistics
Methodology

4. Topline Findings

5. All internet users at 49 million – 40 million urban, 9 million rural
33% growth in all urban users over last year
35 million ‘regular’ users – 30 million urban, 5 million rural
19% growth in regular urban users over last year
25 million ‘daily’ users
A year of ‘healthy’ growth…
* ‘Regular’ internet users = internet users who use the internet ‘at least once a month’

6. Represents ‘mass’ as much as ‘class’!
• 19 – 35 years
• SEC ‘A’, ‘B’, ‘C’
• Salaried employee in corporates
• Live in the metros
• Own an automobile
• Prefer to read in English
77%
70%
51%
30%
63%
28%

7. Represents ‘mass’ as much as ‘class’!
Household Assets % Internet Users Owning
Color TV 90%
Mobile Phone 87%
Bank Account 84%
Computer/Laptop 72%
Fridge 68%
Life Insurance 53%
2-Wheeler 46%
Credit Card 31%
Air Conditioner 19%
4-Wheeler 17%
Invested in Shares 11%

8. Home is the ‘most preferred place of access’ with 41% of them
9 out of 10 regular users from home (and office) log on to the net
daily
More of them spend 2 hours or more daily on internet from home
than on other mediums
– Internet 36% on weekdays
– TV 14%
– Newspaper 2%
– Radio 10%
81% ‘interact’ on the medium (chat, network, interact on communities, blog)
Net is the dominant medium in their daily lives!

9. On an average a net user undertakes over 15 activities online
7 out of the top 10 online activities fall in the ‘personal life’ domain
Users of ‘other language’ websites up at 34%
Now a part of their living rooms…
Top 10 Online Activities % Undertaking
Emailing 91%
Job search 72%
Instant messaging / chatting 70%
Check news 63%
Check sports 57%
Download music / movies 54%
Check cricket score 50%
Dating/Friendship 50%
Matrimonial search 49%
English info search engine 49%

10. 80% of all regular online Indians ‘shop’ online (search or buy)
23% have bought online in last 6 months - 8 million active online
buyers
92% of all online buyers have bought a travel product online, 51%
have bought a non-travel product online
80% of travel buyers have bought train tickets, 52% air tickets
Books, Clothes and CD/DVDs are the most bought non-travel
products online (Mobiles and Computer Products most searched)
1 in 3 online shopper ‘buys’ online!

11. Google leads in both ‘mind’ share and ‘user’ share!
Website % Recall Top of Mind % Use it the Most
Google 36.6% 28.4%
Yahoo 31.5% 27.6%
Rediff 7.4% 8.6%
Orkut 5.6% 8.1%
Gmail 5.5% 8.6%
Indiatimes 1.7% 1.2%
Hotmail 1.1% 1.0%
Moneycontrol 0.8% 0.8%
Naukri 0.7% 0.4%
Sify 0.6% 0.7%

12. Most Used Website for Specific Activities
Vertical Top Website % Use
Most
Vertical Top Website % Use
Most
Emailing Yahoo 51% Matrimony Bharatmatrimony 36%
Instant Messaging Yahoo 53% Friendship/Dating Orkut 54%
Job Search Naukri 42% Share Pictures Orkut 38%
Online News Yahoo 16% Social Networking Orkut 66%
Info Search – English Google 81% Professional Networking Orkut 44%
Info Search – Local language Google 65% Video Sharing Youtube 43%
Online Travel Yatra 18% Sports Cricinfo 19%
Games Zapak 32% Astrology Yahoo 25%
Online Shopping (non-travel) Ebay 33% Cinema Yahoo 14%
Real Estate Google 23% Music Raaga 17%
Financial News/Info Moneycontrol 18% Online learning/education Google 32%
Online Share Trading ICICIdirect 31% Buy/rent movie CD Rediff 19%
Net Telephony Yahoo 25% Mobile Content Yahoo 12%

13. Report Details

14. Demographic and socio-economic profile of online Indians
Gender, age, city, city type, region
Educational qualification, current occupation, industry of occupation, preferred language of reading, status in
the household
SEC, monthly household income, most expensive vehicle owned
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
Currently running loan liabilities if any
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 place - type of connection, ISP subscribed to, frequency of usage, duration of usage,
usage by day parts
Daily time spent on net vis-à-vis on computer usage, watching TV, reading newspaper and listening to radio
Information Area Covered

15. Online activities undertaken and most used websites
Popular online activities and their usage penetrations
Most top of mind recalled websites at overall level vis-à-vis most used websites at the overall level
Most used websites for 26 popular online activities:
Emailing Instant Messaging/Chatting
Info Search (English) Info Search (Local Language)
Job Search Astrology
Travel Booking Online Shopping (other than travel products)
News Financial Info (rates, quotes, etc.)
Online Share Trading Real Estate Info
Matrimonial Search Dating/Friendship
Social Networking/Communities Sharing Pictures
Sharing Videos Net Telephony
Professional Networking Online education/learning
Gaming Listen/buy Music
Sports Cinema Content
Buy/Rent Movies Downloading Mobile Content
Information Area Covered

16. Online shopping behavior
Penetration of online shoppers (search) and buyers (search and buy)
Travel products bought and searched in last 6 months, search-to-buy ratios, frequency of buying and average
monthly spends for work and personal use
All other non-travel products bought and searched in last 6 months, search-to-buy ratios, frequency of buying and
average monthly spends for work and personal use
Modes of online payment used
Motivations of buying online and problems faced while buying online
Reasons for not buying online (for those who search only)
Online marketing stimulus responded to (banner ads, search ads, virals, online contest, e-mailers, newsletters)
Internet usage in local Indian languages
Popular languages of internet usage, most used websites by each of these languages
Blogging & online community membership
Proportion of internet users reading, commenting and owning blogs
Frequency of reading blogs, most read blog sites
Memberships by popular online community types
Main problems faced while surfing the Internet
Information Area Covered

17. List Of Reports
1. Overall Report
User Segment Supplementary Reports:
2. Women on the net
3. Youth on the net (teenagers and young adults)
4. Urban versus Rural net users
5. Net users by their socio-economic (SEC) profile
6. Students on the net
7. Corporate employees on the net
8. IT professionals on the net
9. Heavy online spenders on the net
10. Bloggers on the net
11. Car owners on the net
12. Two-wheeler owners on the net
13. Mobile phone owners on the net
14. Credit card owners on the net
15. Net users by place of access (homes, office, cyber cafes)
16. Net users by type of connection (broadband, dial-up, etc.)
17. Net users by city/town type (metros, urban uptowns,
emerging towns, and others...)
18. Net users as financial investors
19. Vernacular language net users
Category Supplementary Reports: (profiling users of top 5 websites)
20. Online Shopping
21. Emailing
22. Instant Messaging / Chatting
23. Job Search
24. Matrimony
25. Info Search – English
26. Travel Booking
27. Social Networking
28. Professional Networking
29. Friendship / Dating
30. Sharing Pictures
31. Sharing Videos
32. Online News
33. Financial Info/News
34. Online Share Trading
35. Net Telephony
36. Cinema Content
37. Buy/Rent Movie CD/DVD
38. Sports Content
39. Online Music
40. Online Games
41. Online Real Estate
42. Mobile Content Download
43. Astrology
44. Online Education / Learning
Note: Completion of any supplement report is subject to collection of sufficient sample responses in the survey.

18. Pricing of Reports
Report Price (Rs.)*
* 12.36% service tax extra
Price (USD)
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 30% of list price Less 30% of list price
• Payment Terms : 50% advance, 50% after delivery of all reports
• Delivery Timeline : Main Report – Immediately on receipt of advance payment
: Supplementary Report – 1 week per report from date of order
• Report Delivery Format : PDF
Note - only supplement reports cannot be bought in isolation (without the main report).

19. 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