JuxtConsult India Online 2007 Internet Users by City Market Size

India Online 2007
Internet Users by City Market Size
India Online 2007
Internet Users by City Market

Size Report
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India Online 2007
© copyright JuxtConsult
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India Online 2007
Table of contents
India Online 2007 ......................................................... 1
India Online 2007 Reports ............................................... 3
Methodology ............................................................... 5
Executive Summary .....................................................10
Key Findings ..............................................................12
Detailed Findings:
Reading the Graphs & Tables ..........................................27
City Type by Population Size vs. Market Size .......................29
Popularity of the Activity ..............................................30
Demographic Profile ....................................................31
Socio-Economic Profile .................................................41
Economic Profile.........................................................46
Net Usage Status.........................................................51
Net Usage Dynamics.....................................................57
Preferred Net Activities ................................................68
Most Used Websites .....................................................84
Most Used Offline Media Brands..................................... 108
Response to Online Marketing Stimuli.............................. 112
Offline Brands Recalled .............................................. 113
Segment Wise Detailed Tables ...................................... 114
Appendix ................................................................ 180

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India Online 2007
India Online 2007

The India Online 2007 study is not just an annual update over the previous
year's India Online 2006 study but rather a continuation of JuxtConsult’s efforts
to keep improving the quality of the study every year. The improvements made
in the study this year not only involve further strengthening of the research
methodology but also enhancing the coverage of the information, especially in
the emerging areas of internet usage in the country like blogging, social
networking and language website usage.
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.
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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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India Online 2007
India Online 2007

Reports
Main Report
X Overall Status and Usage of Internet in India
User Segment Supplementary Reports

X Women on the net
X Youth on the net (teenagers and young adults)
X Net users by their socio-economic (SEC) profile
X Students on the net
X Corporate employees on the net
X IT professionals on the net
X Heavy Online Spenders on the net
X Bloggers on the net
X Car owners on the net
X Two-wheeler owners on the net
X Mobile phone owners on the net
X Credit card owners on the net
X Net users by place of access (homes, place of work, cyber cafes)
X Net users by type of connection (broadband, dial-up)
X Net users by town population size (10 lakhs plus, 5-10 lakhs, 1-5 lakhs,
Below 1 lakh)
X Net users by town market size (metros, urban uptowns, emerging towns,
others)
X Net users as financial investors
X Vernacular language net users
Category Supplementary Reports: (comparative profiling of top 5 websites)
X Online shopping
X Emailing
X Job search
X Matrimony
X Info search - English
X Info Search - Local language
X Online travel
X Social networking/communities
X Friendship / dating
X Online news
X Financial info/news
X Online share trading
X Cinema content
X Sports content
X Online music
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X Online games
X Online real estate
X Mobile content download
X Astrology
X Online learning/education
Note - All supplement reports are subject to sufficiency of sample responses.

Demographic segment wise details by gender, age, SEC classification, region
and place of net access are included in each of the reports as appendix tables.
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India Online 2007
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 land survey

The objective of the land survey was two fold. First, to help us estimate the
internet user-ship in urban India, as with a land survey we could cover both the
user and non-user population of the internet in a representative way. The other
objective was to derive relevant demographic 'multipliers' from this survey
which could then be applied to the internet usage data collected in the online
survey.
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
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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
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:
Table 1: Detailed sample base distribution of the land survey
Region City/ Town City Class Sample Size City Class

Delhi 10 lakh + 401
Kanpur (UP) 10 lakh + 297
Ludhiana (Pun) 10 lakh + 302 10 lakh +
Patna (Bih) 10 lakh + 303
North Allahabad (UP) 5 lakh – 10 lakh 298
Ajmer (UP) 1 lakh – 5 lakh 314
Bhadohi (UP) 50 K – 1 lakh 299
Muradnagar (UP) 50 K – 1 lakh 300
Sohna (Har) 20 K – 50 K 307 5 lakh - 10 lakh
Mumbai (Mah) 10 lakh + 399
Ahmedabad (Guj) 10 lakh + 404
Pune (Mah) 10 lakh + 300
West Rajkot (Guj) 5 lakh - 10 lakh 301

Dewas (MP) 1 lakh - 5 lakh 303
Hinganghat (Mah) 50 K - 1 lakh 307 1 lakh – 5 lakh
Mhowgaon (MP) 20 K - 50 K 296
Katol (Mah) 20 K - 50 K 276
Kolkata (WB) 10 lakh + 398
Guwahati (Ass) 5 lakh – 10 lakh 299
East Bhubneshwar (Ori) 5 lakh – 10 lakh 303

Raniganj (WB) 1 lakh – 5 lakh 300 50 K – 1 lakh
Bhatapara (Chat) 50 K – 1 lakh 252
Champa (Chat) 20 K – 50 K 292
Chennai (TN) 10 lakh + 407
Bangalore (Kar) 10 lakh + 406
Hyderabad (AP) 10 lakh + 410
South Mysore (Kar) 5 lakh – 10 lakh 329

Kozhikode (Ker) 1 lakh – 5 lakh 300 20 K - 50 K
Nellore (AP) 1 lakh – 5 lakh 300
Cheruvannur (Ker) 50 K – 1 lakh 294
Edapaddi (TN) 20 K – 50 K 305
Total (31) - - 10,002 Total (31)
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India Online 2007
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)?
Some further questions related to the specifics of demographic profile of the

head of the household, their knowledge of English, computer usage, and asset
ownership of the household were also asked from the respondent. The usage of
computer and Internet was separately checked for each member of the
household from the respondent.
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.
The Online Survey

The online survey was used to collect the in-depth information on internet
usage patterns and other media usage patterns among the various types of net
users. This was done through a 'large-scale' online survey conducted between
end-April to mid-May 2007 among the users of three of the biggest and most
generic portals in India, namely Yahoo, Rediff and Google.
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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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 In terms of capturing website preferences, 6 more online activity categories

were included this year to take their coverage to 21. The new categories
added were instant messaging, real estate, online info search engine in
local languages, astrology, online share trading and online
learning/education.
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.
In the online questionnaire, a response format of 'clicking' a single or multiple

options among the various given options was used for most questions. For each
of these questions it was also possible for a respondent to answer 'none' or 'any
other'. However, wherever the respondents were asked to give preferences for
websites or brand names, only a text box was provided for them to type the
name on their own (or type 'none' if not applicable). This was done to ensure
that all such recall and actual usage preference responses were solicited
'unprompted'.
Further, to enlist complete and sincere responses, an incentive of a significant

cash prize was also announced for one selected respondent to be given at the
end of the survey.
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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India Online 2007
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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Executive Summary
Two-thirds of the online urban Indians reside in non-metros. In fact 1-in-3 is
from the smallest market size city group viz. ‘other towns’. While prima facie`
this proportion seems to have nearly doubled since last year, the entire
increase may not attributable to ‘growth’, as some part of it is likely to be a
correction resulting from the better representation of smaller towns in this
year’s survey.
The smaller markets (emerging/other towns) currently host a staggering 12.3

million internet users. This is almost at par with the 12.9 million user base of
larger markets (metros/urban uptowns) 1.
Metros and emerging towns show high ‘southern’ skew. Almost half or more
internet users in metro and emerging city-markets come from the southern
cities (49% and 57% respectively). Further, while highest proportion of urban
uptown internet users come from the western cities (41%), the highest
proportion of internet users from the smallest city-markets come from the
north at 33%.
Internet users in non-metros are relatively ‘younger’ than users in metros.

While the proportion of 13-24 years age groups among metro users is only 37%,
in the other city-markets 46% users come from this critical ‘youth’ segment.
Further, Metros account for only 8% of the online teenagers which is the lowest
share across all markets.
The smaller city-markets also show a relatively higher ‘male’ skew in their
internet user base.
Small town users are not necessarily the least affluent. The proportion of
internet users belonging to ‘high-income’ households (Rs.50,000 upwards per
month), and the proportion of internet users belonging to the SEC ‘A’ and ‘B’
households in the ‘other towns’ almost match up with the proportions in the
larger city-market groups.
This similarity in patterns of incomes and socio-economic profile of internet

users across city-markets may partly be explainable by the high levels of
‘inequality’ in incomes and living standards across larger Indian cities, and
partly by the distinct regional character evident across market sizes.
The internet users from smaller towns are not far behind the internet users
in larger towns. If 69% of the users in metros have been online for 2 years or
more, then the corresponding figure for the smallest group of ‘other towns’ is
not much lower at 60%.
The frequency of accessing the internet and the duration of time spent online
also varies only to a small extent across the city-markets groups. If in metros
90% users access the internet daily from their workplace and 31% are ‘heavy
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Based on classification of towns by ‘market’ size rather than ‘population’ size (calculated basis
the total annual household consumption expenditure of all household in the city/district). For more
details refer to ‘Market Skyline of India 2006’ reports published by Indicus Analytics.
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India Online 2007
internet users’, then the ‘other towns’ too have a fair share of daily users (from
workplace) at 83% and ‘heavy users’ at 26%.
Metros and smaller market net users differ in their online activity
preferences only at ‘secondary’ levels. The top 10 online activities
undertaken by the net users across the 4 types of city-market types are highly
similar. In fact, 9 out of 10 activities are exactly the same, only their
respective rankings keep shifting among the 4 groups.
The distinction between the net users from the 4 city-market groups largely
emanate from the trend that ‘metro’ users undertake professional and e-
commerce related activities relatively more while users in smaller towns are
relatively more occupied with online socializing and entertainment such as
music, chatting, sharing pictures, dating/friendship etc.
Small town net users buy online noticeably less. Incidence of online buying is
appreciably more in the metros – half the internet users in metros (50%) have
bought online. This proportion drops to about 37% each for emerging town and
other town users. However, it is certainly not an insignificant proportion since
it converts into a live base of over 4.6 million online buyers in such towns (and
43% of all online buyers) that can be targeted for buying products and services
online.
Google is relatively more popular in larger markets while Yahoo holds it up

better in smaller markets. Yahoo is recalled significantly more top of mind in
the smaller city-markets compared to the larger city-markets where Google is
marginally more popular. However, when it comes to actual usage, Google
leads over Yahoo by a significantly wider margin in the larger markets. In
comparison, Yahoo leads only marginally over Google in the smaller markets.
For specific online activities, for 10 out of the 23 activities surveyed the leading
website remains the same among internet users across city-market sizes. In the
case of the balance 13 activities, preferences differ by market size.
In conclusion, by and large, small town internet users are neither significantly
different in their demographic characteristics from their counterparts in the
larger markets, nor very far behind in terms of internet ‘evolution’. Yet they do
show some noticeable differences in their net usage behavior and nuances in
terms of online activities and online and offline media preferences, which an
online marketer must take into account.
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Key Findings
Non-Metros Account for a Substantial Two-Thirds of the Indian Urban
Online Base
At 37%, only one in three internet users is now coming from the top 10 ‘metro’
city-markets. The tier 2 or mid-size city-markets (urban uptowns/emerging
towns) account for almost another third (30%), while the remaining one-third
(33%) come from the tier 3 or below city-markets (other towns).
Graph 1: Internet users by city-market classes
Current Year M etro Urban uptowns Emerging Towns Others
40% 37%
33%
30%
20% 16%
14%
10%
0%
All Users
Change from PY
17%
20%
10%
0%
-4% -2%
-10%
-11%
-20%
At 33%, prima facie` the proportion of internet users belonging to the smallest
‘other towns’ have nearly doubled since last year. However, the entire increase
may not attributable to ‘growth’ as some part of it is more likely to be a
correction resulting from the better representation of smaller towns in this
year’s survey sample.
In terms of numbers, even as ‘metros’ and ‘urban uptowns’ account for 9.3
million and 3.5 million internet users respectively, ‘emerging towns’ and ‘other
towns’ boast of a substantial base of nearly 4.0 million and 8.4 million users
respectively. Therefore, the smaller markets (emerging/ other towns) currently
host a staggering 12.3 million internet users! This is almost at par with the user
base in larger markets (12.9 million).
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India Online 2007
The top 10 cities comprising each of these four market sizes are provided in the
graphs below.
Graph 2: Top 10 cities within metros
Current Year Delhi M umbai Bangalore Hyderabad Chennai
Kolkata Pune Ahmadabad Coimbatore Surat

40%
30% 25%
21%
20% 14%
12%
9%
7%
10% 5%
3% 2% 1%
0%
2007
Graph 3: Top 10 cities within urban uptowns
Current Year Lucknow Jaipur Nagpur Indore Vadodara
Faridabad Ludhiana Bhopal Patna Kanpur

20%
16%
10% 10%
9% 9%
10% 8% 7% 7% 7% 6%
0%
2007
Graph 4: Top 10 cities within emerging towns
Current Year Visakhapatanam Chandigarh Thiruvanathapuram

Vijayavada Nashik Amritsar
Rajkot Tiruchirapalli Guwahati
20% Goa
17%
15%
11%
9% 8%
10%
7% 6% 6% 6% 5%
0%
2007
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Graph 5: Top 10 cities within other towns
Current Year Others from South India Others from North India
Others from West India Others from East India
Bhubaneswar M ysore
Allahabad Cuttack
Dehradun Ranchi
40% 36%
30%
23%
17%
20%
14%
10%
1% 1% 1% 1% 1% 1%
0%
2007
In terms of population size, almost all metro city-markets have population of 10

lakh plus (except Coimbatore). On the other hand, only half of the urban
uptowns (50%) have 10 lakh plus population size. Interestingly, 7% of urban
uptowns have population between 1-5 lakhs only (notably Asansol).
On the flip side, while almost 90% of emerging towns come from 5-10 lakh
population base cities, 6% come from the above 10 lakh population cities (for
example Nashik). The biggest laggard city-markets are the 3% smallest group
city-markets that have population sizes of over 10 lakhs (notably Agra,
Varanasi, Meerut).
Graph 6: Population-wise distribution of city-markets among internet users
Current Year Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
100% 97%
91%
80%
60%
44%50% 42% 45%
40% 33%
29%
22% 15%
20% 7% 12%
3% 4% 0% 6%
0% 0% 0% 3%
0%
M etro Urban Emerging Others All Users

uptowns Towns
Metros and the Emerging City-Markets Show Higher ‘Southern’

Skylines
Almost half or more internet users in metro and emerging city-markets come
from the southern cities (49% and 57% respectively). In comparison, northern
region accounts for very low proportions of internet users from these two type
of city-markets.
Further, while highest proportion of urban uptown internet users come from
the western cities (41%), the highest proportion of internet users from the
smallest city-markets come from the north at 33%.
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India Online 2007
Graph 7: Region-wise distribution of internet users by city-markets
Current Year North East South West
60% 57%
49%
41% 40%
40% 34%
33%
29% 27% 26%
24% 22%
20% 18% 22%
20% 17%
11%12% 12%
6%
0%
0%
M etro Urban uptowns Emerging Others All Users

Towns
These trends are also supported by the preferred language of reading of

internet users based in these city-market groups. While 30% and 25% internet
users based in ‘urban uptowns’ and ‘other towns’ prefer to read in Hindi (a
result of west and north skew), only 12% and 11% based in ‘metros’ and
‘emerging towns’ prefer to read in Hindi. In contrast to this, 23% internet users
in metros and 32% in emerging towns prefer to read in a south Indian language.
Interestingly, while all the three higher tier city-markets show fairly distinct
regional skews, the smallest city-markets are fairly widely and reasonably
evenly spread across all the 4 regions. In fact, eastern cities, which account for
fairly low proportions of internet users among the first 3 tiers of city markets,
almost match up with the other regions for the smallest city-market group.
Internet Users in Non-Metros are Relatively ‘Younger’ Than Users in

Metros
While the proportion of metro users who are 13-24 years of age is only 37%,
each of the other city-market group show a 46% share of this critical ‘youth’
segment.
Further, metros have only 8% of its user base as online ‘teenagers’ which is the
lowest share across all markets. Urban uptowns have the highest share of this
youngest segment at 15%.
Graph 8: Age distribution of internet users across city-markets
Current Year 13-18 yrs 19-24 yrs 25-35 yrs

38%
40% 34% 35% 36%
33% 33% 33%
29% 31% 31%
20% 15%
13% 12% 11%
8%
0%

Towns
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However, metro city-markets do show the highest proportion of 25-35 year

‘prime’ age group internet users at 38%. Therefore, it is not surprising that the
proportion of users who are ‘heads’ of their household (chief wage earner in
the household) is significantly higher in metros (50%) compared to smaller
markets (44% in ‘other towns’).
The ‘Male Skew’ is Deeper in Smaller Markets

Though male users outweigh female users roughly 4:1 across all market sizes,
the proportion of female users drops even more in smaller markets. Metros
show female user share of 21% whereas the ‘other towns’ have only 15% female
users.
Graph 9: Gender break-up of internet users across city-markets
Current Year M ale Female
100%
82% 82% 85%
80% 79% 82%
60%
40%
21% 18%
20% 18% 15% 18%
0%

uptowns Towns
Small town users are not necessarily the least affluent
Although it may not come as a revelation that internet users in metros are the
most affluent, what is surprising is that ‘other town’ users actually surpass
their peers in ‘emerging towns’, albeit marginally, on this measure.
The proportion of users belonging to high-income households (Rs 50,000

upwards per month) in other towns is 13%, which is actually ahead of emerging
towns at 12% and just a notch lower than the high-income user share in metros
at 14%.
Graph 10: Monthly family income of internet users across city-markets
Current Year Upto Rs. 10K 10-30K 30-50K Above 50K
50% 44%
41% 40% 41%
38% 38% 38% 39%
40% 36%
32%
30%
20% 14% 13% 13% 13%

13% 12% 10%
9% 8% 8%
10%
0%

Towns
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India Online 2007
This trend is also reflected in the socio-economic (SEC) profile of different

market sizes. ‘Other towns’ have a slightly larger proportion of users who
belong to higher socio-economic classes (56% are from SEC A/B) compared to
‘emerging towns’ (51% are from SEC A/B). Notably, at 24%, ‘other towns’ boast
the second highest proportion of internet users coming from SEC ‘A’ households
after the metros (27%).
Graph 11: SEC profile of internet users across city-markets
Current Year SEC A SEC B SEC C SEC D SEC E

40% 38%
31% 32% 32%

31%
30% 27% 28%
24% 22% 24%
22% 23%
21% 20%
19%
20% 17%
14%
13% 13% 14%
10% 9% 8% 7%
7%
4%
0%

Towns
The almost equally good income and socio-economic profile of internet users
from the smaller city-markets, especially towards the higher ends, is no
surprise – in smaller towns better income and SEC households are expected to
show higher propensity to use ‘new age’ and relatively expensive medium like
internet.
However, what is unexpected is the high similarity in distribution pattern of

income and SEC profiles shown across city-markets. This may have something to
do with the high levels of ‘inequality’ in incomes and living standards
manifested by most Indian cities, irrespective of size (in fact, often bigger the
city, higher the inequality levels within the city).
The other plausible reason for the lack of a positive correlation between
market size and affluence levels could be on account of the distinct regional
character evident across market sizes, especially the ‘southern’ skew among
emerging towns and the ‘north’ and ‘east’ bent of other towns.
Other salient points pertaining to the socio-economic profile across markets

are:
X Urban uptowns based internet users show the highest relative proportion of
car ownership at 33% (only 28% metro ones own a car in the household). In
contrast, the net users based in the ‘other towns’ show the highest relative
ownership of 2-wheelers at 48%. Metro ones show the lowest proportion of
2-wheeler ownership at 39%.
X Ownership of credit cards is significantly higher in larger markets – 43%

users in metros own at least one credit card in the household as against 27%
in ‘other towns’.
17
X Ownership of lifestyle oriented durables such as washing machines, air

conditioners, microwaves, video cameras etc. Is sizeable in smaller towns
but not as common as in larger markets. For instance, 58% of the internet
users in metros own a washing machine as against 47% in other towns.
X Metro ones show the lowest relative ownership of homes at 55%. Urban
uptown ones show the highest at 65%.
X If 50% metro based internet users prefer to read in English then 35%-38% of
non-metro based ones also prefer to read in English.
X Metro based internet users stand out the most for their employment levels
at 69%. Emerging towns based internet users show the lowest level of
employment at 57%.
The Internet Users from Smaller Towns are Not Far behind the
Internet Users in Larger Towns
If 69% of the users in metros have been online for 2 years or more, then the
corresponding figure for the smallest group of ‘other towns’ is not much lower
at 60%.
In fact, 1 in 5 internet users in the ‘other towns’ (22%) are seasoned users who
have internet experience of 6 years or more. Even metros can boast of only 31%
users of this vintage!
Graph 12: Internet usage experience in years across city-markets
Current Year Up to 1 year 1-2 years M ore than 2 years
80%
69%
62% 60% 63%
59%
60%
40%
22% 23% 21% 19% 20% 16%
18% 14% 16% 18%
20%
0%

Towns
Even the average number of email accounts among non-metro users stands at
2.9 and is only marginally lower than the per capita figure among metro users
at 3.1.
The frequency of accessing the internet and the duration of time spent online
varies only to a smaller extent across markets than one may have expected. If
in metros 90% users access the internet daily from their workplace and 31% are
‘heavy internet users’, then ‘other towns’ too have a fair share of daily users
(from workplace) at 83% and ‘heavy users’ at 26%.
18
India Online 2007
Some additional key points related to internet access from the various city-
market groups are:
X The average number of different places used for internet access (home,
place of work, cyber cafes) is slightly higher among metro users at 1.9.
X Internet access from home is slightly less common in ‘other towns’ (56%)
compared to other markets. Cyber cafes are used marginally more in
smaller markets (emerging towns, 48% and other towns, 49%).
X While broadband is the most widespread internet connection at

home/workplace across markets (75% at home in metros), it is significantly
less common in ‘other towns’ (56% at home). Not surprisingly, regular dial-
up connections are still in use by a relatively larger proportion of ‘other
town’ users (23%) compared to those in larger markets.
X BSNL/Sancharnet is the leading service provider subscribed to at home

across all markets and its market share is higher in smaller towns. Airtel
enjoys a relatively healthier position in Urban uptowns while VSNL and
MTNL are better off in metros.
X Metro users complain of many more internet related problems compared to

users in other markets (average types of complaints is 3.0). The most
common irritants across markets are slow website opening, virus/spyware
and spam/junk mails.
Metro and Smaller Market Net Users Differ in Their Online Activity
Preferences Only at the ‘Secondary’ Level
The top 10 online activities undertaken by the net users across the 4 types of
city-market types are highly similar. In fact, 9 out of 10 activities are exactly
the same, only their respective rankings keep shifting among the 4 groups. The
only activity which figures in the top 10 of the other 3 groups but not in top 10
of metros is dating/friendship. Dating/friendship come 12th in popularity
among the metro net users, just behind ‘search work related info’ and ‘buy
online’.
Emailing and job search remain the most popular online activities across
markets.
Table 2: Top 10 most popular online activities across city-markets

Urban Emerging Other All Internet
Online Activities Metro
Uptowns Towns Towns Users
Sample Base 6,199 1,398 840 5,816 14,253
Emailing 96% 95% 96% 95% 95%
Job Search 75% 73% 73% 72% 73%
Instant messaging 62% 63% 64% 61% 62%
Check news 63% 58% 59% 61% 61%
Music 60% 59% 64% 59% 60%
Chatting 59% 60% 64% 57% 59%
Check Sports 58% 55% 58% 58% 57%
E-greetings 59% 58% 60% 55% 57%
Online games 55% 54% 55% 54% 54%
Dating/Friendship 49% 53% 56% 52% 51%
19
The distinction between the net users of the 4 city-market groups is that
‘metro’ users undertake professional and e-commerce related activities
relatively more while users in smaller towns are relatively more occupied with
online socializing and entertainment such as music, chatting, sharing pictures,
dating/friendship etc. This could be direct fallout of the age difference in large
and small markets highlighted earlier.
Table 3: Online activities undertaken ‘relatively’ more by Metro internet users

(Top 10)
% Metro Users
% of Metro Users % of All Internet Users
Online Activities Undertaking
Undertaking Undertaking
More
Sample Base
6,199 14,253
Buy online 51% 43% 8%
Net banking 37% 30% 6%
Buy other than travel products 30% 24% 6%
Online bill payment 28% 22% 5%
Check personal travel related info 30% 26% 4%
Search work related info 53% 49% 4%
Check business travel related info 22% 19% 3%
Business/professional networking 30% 26% 3%
Check business/Financial news 33% 30% 3%
Check real estate info 40% 37% 3%
Table 4: Online activities undertaken ‘relatively’ more by Urban Uptown

internet users (Top 10)
% of All % Urban Uptown

% of Urban Uptown
Online Activities Internet Users Users Undertaking
Users Undertaking
Undertaking More
Sample Base
1,398 14,253
Screensavers/wallpapers 49% 46% 3%
Share pictures 41% 40% 1%
Dating/Friendship 53% 51% 1%
Instant messaging 63% 62% 1%
Movies 30% 29% 1%
Chatting 60% 59% 1%
Check health & lifestyle info 31% 30% 1%
E-greetings 58% 57% 1%
Check / read blogs 27% 27% 0%
Check business travel related info 19% 19% 0%
20
India Online 2007
Table 5: Online activities undertaken ‘relatively’ more by Emerging Town

internet users (Top 10)
% of Emerging % of All % Emerging Town
Online Activities Towns Users Internet Users Users Undertaking
Undertaking Undertaking More
Sample Base
840 14,253
Chatting 64% 59% 5%
Music 64% 60% 4%
Share pictures 43% 40% 3%
E-greetings 60% 57% 3%
Check cinema content 30% 28% 2%
Instant messaging 64% 62% 2%
Matrimonial search 50% 48% 2%
Mobile contents (ring tones, games) 52% 50% 2%
Table 6: Online activities undertaken ‘relatively’ more by Other Town internet

users (Top 10)
% of Other Town % of All Internet % Other Town
Online Activities Users Users Users Undertaking
Undertaking Undertaking More
Sample Base
5,816 14,253
Astrology 48% 46% 2%
Educational / Learning material 50% 48% 2%

Mobile contents (ring tones,
51% 50% 1%
games)
Check sports 58% 57% 0%
Social networking / communities 44% 44% 0%
Local language website usage 12% 12% 0%
Look for seminar/workshops 24% 24% 0%
Matrimonial search 48% 48% 0%
While ‘blogging’ is almost equally popular among the internet users of all the 4
city-market groups (at around 30%), membership of online communities is
slightly more popular in emerging towns (43%) and urban uptowns (42%)
compared to metros and other towns.
Interestingly, even though preference for reading in English is substantially

lower among small town users (35% versus 50% in metros), the incidence of
visiting local language websites is more or less similar. Vernacular website user-
ship is 13% in emerging towns, 12% in other towns and 11% in metros.
21
Responsiveness to Online Marketing Stimuli is Fairly Sizeable in Small

Towns As Well
A considerable 73% of emerging town users and 70% of other town users have
responded to at least one online marketing stimulus in the past. This is just a
degree more in metros with 75% users responding to at least one online
stimulus.
However, for almost all online marketing stimuli, the metro users are more
likely to respond vis-à-vis users in other markets i.e. the intensity of response is
marginally higher from the metros.
Graph 13: Response to online marketing stimuli by internet users across city-
markets
Current Year Clicked a banner ad

Participated in an online contest
Clicked a sponsored search ad
60%
49% 47%
46% 46% 47%
43% 43% 43% 43%
39% 37% 38%35%
35% 37%
40%
20%
0%

Towns
Yet, Small Town Net Users Buy Online Noticeably Less

Incidence of online buying is appreciably more in the metros – half the internet
users in metros (50%) have bought online in the past.
While this proportion drops to about 37% each for emerging town and other
town users, it is certainly not an insignificant proportion especially since it
converts into a live base of over 4.6 million online buyers in such towns that
can be targeted for buying products and services online.
Graph 14: Online buying across city-markets
Current Year Buyers Non-Buyers

80%
63%
63%
60% 58% 57%
50% 50% 42%
37% 43%
40% 37%
20%
0%

Towns
22
India Online 2007
Google is Relatively More Popular in Larger Markets While Yahoo

Holds It up Better in Smaller Markets
Yahoo is recalled significantly more top of mind in the smaller city-markets
(emerging towns and other towns) as compared to the larger city-markets
where Google is marginally more popular.
Table 7: Most top of mind recalled websites across city-markets (Top 5)

Urban Emerging All Internet
Website Metro Other Towns
Uptowns Towns Users
Sample Base 2,405 1,460 10,380 24,433
10,188
Yahoo 29% 27% 33% 31% 30%
Google 30% 26% 29% 24% 27%
Rediff 10% 13% 9% 13% 12%
Orkut 4% 7% 4% 5% 5%
Gmail 3% 3% 2% 3% 3%
However, when it comes to actual usage, Google leads over Yahoo by a

significantly wider margin in larger markets. In comparison, Yahoo leads only
marginally over Google in the smaller markets.
Table 8: Most used websites across city-markets (Top 5)

Urban Emerging All Internet
Website Metro Other Towns
Uptowns Towns Users
Sample Base 5,746 14,075

6,121 1,379 829
Google 32% 29% 30% 26% 29%
Yahoo 26% 24% 30% 28% 27%
Rediff 10% 13% 8% 12% 11%
Orkut 6% 12% 8% 8% 8%
Gmail 4% 2% 4% 4% 4%
As far as the websites visited for specific online activities is concerned, for 10
out of the 23 activities surveyed, the leading website remains the same as
among all internet users. In the case of the balance 13 activities, preferences
differ by market size. These variations have been highlighted in the table
below.
23
Table 9: The most popularly used website by specific online activities across
city-markets
Emerging
Metros Urban Uptowns Other Towns
Towns
Online Activity (Top Website, (Top Website, (Top Website,
(Top Website,
% Prefer) % Prefer) % Prefer)
% Prefer)
Info Search – Local
Google, 74% Google, 75% Google, 69% Google, 77%
Languages
Info Search – English Google, 77% Google, 76% Google, 69% Google, 76%
Social Networking Orkut, 34% Orkut, 45% Orkut, 33% Orkut, 35%
Instant Messaging Yahoo, 62% Yahoo, 66% Yahoo, 67% Yahoo, 59%
Emailing Yahoo, 50% Yahoo, 54% Yahoo, 61% Yahoo, 53%
Dating / Friendship Orkut, 65% Orkut, 66% Orkut, 64% Orkut, 61%
Online Shopping Ebay, 35% Ebay, 36% Ebay, 39% Ebay, 30%
Online Education Google, 33% Google, 33% Google, 37% Google, 34%
Job Search Naukri, 39% Naukri, 39% Naukri, 37% Naukri, 32%
Sports Content Espnstar, 27% Espnstar, 35% Espnstar, 33% Espnstar, 26%
BM, Shaadi,
Matrimonial Search Shaadi, 31% BM, 33% Shaadi, 28%
30%
ICICIDirect, ICICIDirect, ICICIDirect,
Online Share Trading ICICIDirect, 30%
36% 44% 36%
Astrology,
Astrology Yahoo, 20% Yahoo, 24% Yahoo, 22%
26%
Magicbricks,
Real Estate Info Google, 16% Google, 24% Google, 17%
20%
Online Music Raaga, 24% Raaga, 17% Raaga, 29% Raaga, 18%
Online Games Yahoo, 19% Zapak, 21% Yahoo, 18% Zapak, 18%
Local language content Eeandu,10 % Yahoo, 21% Google, 15% Google, 13%
Blog Site Google, 20% Google, 28% Yahoo, 26% Google, 21%
Makemytrip, Makemytrip,
Online Travel Yatra, 18% Yatra, 15%
18% 15%
Moneycontrol, Moneycontrol, Moneycontrol,
Financial News & Info Google, 19%
14% 15% 13%
Online News NDTV, 16% Yahoo, 16% Yahoo, 16% Yahoo, 15%
Mobile Content Yahoo, 13% Yahoo, 14% Yahoo, 16% Yahoo, 14%
Cinema Content Yahoo, 9% Yahoo, 15% Google, 12% Yahoo, 13 %
BM - Bharatmatrimony
Internet Users from Different City-Market Show Some Distinctions in

Their Offline Media Preferences
While the national ‘leading’ media brands for the different offline media like
Star Plus, Times of India, India Today and Radio Mirchi by and large lead across
the city-market groups, some noticeable variations are seen in the second most
preferred media brand across the city-market groups.
24
India Online 2007
Table 10: The most popularly used offline media brands across city-markets
Metros Urban Uptowns Emerging Towns Other Towns
Medium (Top Preference, (Top Preference, (Top Preference, (Top Preference,
% Prefer) % Prefer) % Prefer) % Prefer)
Star Plus, 12% Star Plus, 11% Star Plus, 11% Star Plus, 16%
Television
Sun TV, 7% Discovery, 10% Discovery, 6% Discovery, 8%
TOI, 41% TOI, 33% The Hindu, 36% TOI, 39%

Newspaper
The Hindu, 18% The Hindu, 14% TOI, 15% The Hindu, 11%
India Today, 22% India Today, 27% India Today, 20% India Today, 25%
Magazine
Reader’s Digest, Reader’s Digest, Reader’s Digest, Reader’s Digest,
7% 5% 7% 6%
Radio Mirchi, 44% Radio Mirchi, 37% Radio Mirchi, 22% Radio Mirchi, 35%
Radio
Red FM, 12% Radio City, 16% AIR, 19% AIR, 17%
Some Other Interesting Highlights Points across Market Sizes Are:

X Incidence of employment is considerably higher among metro users (69%)
compared to other markets.
X IT/Software are relatively more common functional fields in urban uptowns

while marketing and commerce backgrounds are more common among
metro users.
X Vehicle ownership per se is lowest in metros (75%) even as ownership of 4-

wheelers is highest in urban uptowns (33%).
X Surprisingly, ownership of computer/laptop is quite high in other towns

(64% as compared to 68% in metros).
X Orkut enjoys a relatively better top-of-mind salience (7%) and user-ship

(12%) in urban uptowns.
X Rediff is the second most preferred website (after Yahoo) for emailing in
urban uptowns and other towns.
X Membership of computer/internet related communities is relatively higher

among emerging town users (8%).
By and large, it may be concluded that the massive base of small town users
are neither significantly different in their demographic characteristics from
their counterparts in the larger markets, nor very far behind in terms of
internet ‘evolution’. Yet they do show some noticeable differences in their net
usage behavior and nuances in terms of online activities and online and offline
media preferences, which an online marketer must take into account.
25
Detailed Findings
26
India Online 2007
Reading the Graphs &

Tables
Chart: Age group distribution
Current Year Age 13-18 years Age 19-24 years
Age 25-35 years Age 36-45 years
40% Age 46-55 years Above Age 55 years
36%
31%
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%
Base: 25,060(CY), 20,268(PY)
Current Previous
year base year base
27
Table: Preferred websites - emailing

Current
Website Metro Urban Emerging Towns Other All Users year
Yahoo 50% 54% 61% 53% 53% figures
% Change 14% 16% 23% 13% 16%
Gmail 23% 17% 17% 19% 20%
Fields marked % Change 9% 5% 4% 11% 8%

with * means Rediff 16% 22% 14% 21% 18%
that the field Change
% Change -6.4% -0.1% -12.6% -7.1% -5.9%
is added this from
year hence Hotmail 7% 5% 7% 3% 6%
previous
not % Change -5.2% -9.5% -0.2% -4.4% -5.7% year
comparable figures
Sify 1% 2% 0.4% 1% 1%
to last year
% Change -2.1% -1.9% -5.4% -1.1% -2.5%
Indiatimes 1% 0.6% 0.3% 1% 0.9%
% Change -8.8% -8.4% -7.4% - -8.9%
Sancharnet/BSNL* 0.5% 0.3% 0.3% 1% 0.7%
% Change
A blank in this row VSNL 0.8% 0.1% 0.0% 0.5% 0.5%
means that this
attribute was not % Change -0.3% -0.7% -0.9% -0.3% -0.5%
included in last Lycos* 0.1% 0.1% 0.2% 0.3% 0.2%
year’s survey & % Change
therefore no
“change over AOL* 0.0% 0.0% 0.0% 0.2% 0.1%
previous year” can % Change
be presented
Base: 9,404(CY), 6,100(PY)
Current Previous
year base year base
28
India Online 2007
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 Mangalore Allahabad Agra
North India Dehradun Bhubaneswar Meerut
Others from Others from North India Cuttack Varanasi
South India Others from South India Jodhpur
Others
Others from Others from East India Raipur
East India Others from West India Ranchi
Others from Solapur
West India
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.
29
Popularity of the
Activity
Table 11: Popularity of various internet activities
Activity All Users (Proportion) All Users (In Millions)

Emailing 95% 24.0
Job Search 73% 18.4
Instant messaging 62% 15.6
Check news 61% 15.4
Music 60% 15.1
Chatting 59% 14.9
Check Sports 57% 14.4
E-greetings 57% 14.4
Online games 54% 13.7
Dating/Friendship 51% 12.9
Mobile contents (ring tones / games, etc.) 50% 12.5
Search work related info 49% 12.3
Matrimonial search 48% 12.0
Educational / Learning material 48% 12.0
Screensavers/wallpapers 46% 11.5
Astrology 46% 11.5
Check financial info 45% 11.4
Search for product information 45% 11.2
Social networking / Communities 44% 11.0
Buy online 43% 10.9
Share pictures 40% 10.0
Check real estate info 37% 9.2
Check hobby related info 32% 7.9
Check business/Financial news 30% 7.6
Net banking 30% 7.6
Check health & lifestyle info 30% 7.6
Movies 29% 7.4
Check cinema content 28% 7.0
Check / read blogs 27% 6.7
Business/professional networking 26% 6.6
Check personal travel related info 26% 6.5
Buy other than travel products 24% 6.1
Look for Seminar/workshops 24% 6.0
Online bill payment 22% 5.6
Check business travel related info 19% 4.7
Adult content 18% 4.6
Online stock trading 13% 3.3
Net telephony 13% 3.2
Comment on blog post 12% 3.0
Local language website usage 12% 2.9
Have a blog site of own 7% 1.7
Base: 25,060
30
India Online 2007
Demographic Profile
Chart 15: Gender breakup
Current Year M ale Female
100% 85%
79% 82% 82% 82%
80%
60%
40%
21% 18% 18% 18%
15%
20%
0%

uptowns Towns
Base: 25,060
Chart 1: Gender breakup
Change from PY
10%
7% 7% 6%
5%
4%
0%
-4%
-5%
-7% -7% -6%
-10%
Base: 25,060(CY), 20,268(PY)
31
Chart 16: Age group distribution
Current Year 13-18 yrs 19-24 yrs 25-35 yrs

38%
40% 33% 34% 35% 36%
31% 33% 33% 31%
29%
20% 15%
13% 12% 11%
8%
0%

Towns
Base: 25,060
Chart 2: Age group distribution
Change from PY
10% 8%
6%
3% 5%
4%
-0.2%
0%
-3% -3%
-4% -5% -5% -4%
-6%
-10% -7%
-8%
Base: 25,060(CY), 20,268(PY)
32
India Online 2007
Chart 17: City class - by population size
Current Year Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
97%
100% 91%
80%
60% 50%
44% 42% 45%
40% 33%
29%
22% 15%
20% 7% 12%
0.0% 3% 4% 0.0% 6%
0.0% 0.0% 3%
0%

uptowns Towns
Base: 25,060
33
Chart 18: City class - by market size
Current Year M etro Urban uptowns Emerging Towns Others
40% 37%
33%
30%
20% 16%
14%
10%
0%
All Users
Base: 25,060
Chart 3: City class - by market size
Change from PY
17%
20%
10%
0%
-4% -2%
-10%
-11%
-20%
Base: 25,060(CY), 20,268(PY)
34
India Online 2007
Chart 19: Top 10 cities within metros
Current Year Delhi M umbai Bangalore Hyderabad Chennai
Kolkata Pune Ahmadabad Coimbatore Surat

40%
30% 25%
21%
20%
14%
12%
9%
7%
10% 5%
3%
2% 1%
0%
2007
Base: 25,060
Chart 4: Top 10 cities within metros
Change from PY
5%
3% 2%
1%
2%
0.7%
1% 0.2% 0.0%
-1%
-1% -1%
-2%
-3% -2%
Base: 25,060(CY), 20,268(PY)
35
Chart 20: Top 10 cities within urban uptowns
Current Year Lucknow Jaipur Nagpur Indore Vadodara
Faridabad Ludhiana Bhopal Patna Kanpur

20%
16%
10% 10%
9% 9%
10% 8% 7% 7% 7% 6%
0%
2007
Base: 25,060
Chart 5: Top 10 cities within urban uptowns
Change from PY
10% 8% 7%
8% 6%
6%
6% 5%
3% 3%
4%
1% 1%
2%
0%
-2% -0.3%
Base: 25,060(CY), 20,268(PY)
36
India Online 2007
Chart 21: Top 10 cities within emerging towns
Current Year Visakhapatanam Chandigarh Thiruvanathapuram

Vijayavada Nashik Amritsar
Rajkot Tiruchirapalli Guwahati
20% Goa
17%
15%
11%
9% 8%
10%
7% 6% 6% 6% 5%
0%
2007
Base: 25,060
Chart 6: Top 10 cities within emerging towns
Change from PY
20%
15%
15%
11%
10% 8% 7% 6%
5%
5% 2%
0.5%
0%
-5% -1% -1%
Base: 25,060(CY), 20,268(PY)
37
Chart 22: Top 10 cities within other towns
Current Year Others from South India Others from North India
Others from West India Others from East India
Bhubaneswar M ysore
Allahabad Cuttack
Dehradun Ranchi
40% 36%
30%
23%
17%
20%
14%
10%
1% 1% 1% 1% 1% 1%
0%
2007
Base: 25,060
Chart 7: Top 10 cities within other towns
Change from PY
5% 4% 3% 1% 1% 1% 1% 1% 0.9%
0%
-5% -3%
-10%
-15% -13%
Base: 25,060(CY), 20,268(PY)
38
India Online 2007
Chart 23: Region-wise break-ups
Current Year North East South West

57%
60%
49%
41% 40%
40% 34%
33%
29% 27% 26%
24% 22%
20% 18% 22%
20% 17%
12%
11%12%
6%
0.3%
0%

Towns
Base: 25,060
Chart 8: Region-wise break-ups
Change from PY
40% 34%
23%
17% 19%
20% 10%
7% 8% 6%
1% 3% 1% 6%
0%
-6%-6%
-20% -11% -14% -13%
-23% -26%
-40% -37%
Base: 25,060(CY), 20,268(PY)
39
Table 12: Preferred language of reading
Language Metro Urban uptowns Emerging Towns Others All Users

English 50% 38% 38% 35% 41%
% Change -14.2% -15.6% -20.2% -24.0% -18.3%
Hindi 12% 30% 11% 25% 19%
% Change 2% 5% -8.6% -1.2% 0.7%
Tamil 6% 0.2% 18% 4% 6%
% Change 2% 0.1% 13% 2% 4%
Telugu 8% 7% 7% 4% 6%
% Change 5% 4% 2% 1% 3%
Malayalam 5% 5% 4% 5% 5%
% Change -1.9% 4% 4% 3% 1%
Marathi 1% 8% 9% 3% 4%
% Change 0.4% -3.1% 9% 0.8% 0.4%
Kannada 4% 5% 3% 3% 4%
% Change 2% 4% 3% 2% 2%
Gujarati 5% 0.2% 0.1% 5% 4%
% Change 2% 0.1% -1.4% 3% 2%
Bengali 5% 0.6% 1% 3% 3%
% Change 2% 0.3% 0.4% 2% 2%
Oriya 0.4% 0.2% 0.6% 7% 3%
% Change 0.2% 0.2% -3.4% 7% 2%
Base: 25,060(CY), 20,268(PY)
40
India Online 2007
Socio-Economic Profile
Chart 24: Socio economic classification
Current Year SEC A SEC B SEC C SEC D SEC E

40% 38%
31% 32% 32%

31%
30% 27% 28%
24% 22% 24%
22% 23%
21% 20%
19%
20% 17%
14%
13% 13% 14%
10% 9% 8% 7%
7%
4%
0%

Towns
Base: 25,060
Chart 9: Socio economic classification
Change from PY
20%
13%
9% 11%
10% 8% 6% 7%
4% 4% 5% 3%
2% 0.3% 2%
0%
-2% -2% -2%
-2% -4% -5% -5%
-10% -9% -7% -9%
-13%
-15%
-20%
Base: 25,060(CY), 20,268(PY)
41
Chart 25: Highest educational qualification

Current Year College but not Graduate Grad. & above - gen.
Grad. & above - proff.
50%
40% 39% 40% 39%
40% 37%
30% 26% 25% 24% 24% 26% 25%

23% 21% 23% 23%
20%
10%
0%

Towns
Base: 25,060
Chart 10: Highest educational qualification
Change from PY
10% 7%
6% 7%
4% 5% 5% 5%
5% 3% 4%
1%
0%
-1% -2%
-5%
-4%
-10% -9% -9%
Base: 25,060(CY), 20,268(PY)
42
India Online 2007
Chart 26: Occupational break up

Current Year Unemployed Employed
80% 69%
62%
59% 57% 58%
60%
41% 43% 42%
38%
40% 32%
20%
0%

Towns
Base: 25,060
Chart 11: Occupational break up
Change from PY
5%
3%
2%
1%
0.5% 0.1%
0%
-0.2%
-0.3%
-1%
-2%
-3%
-5%
Base: 25,060(CY), 20,268(PY)
43
Chart 27: Function / field of occupation
Current Year IT/SW M ARCOM Finance Others

70%
55% 56% 56%
60% 54%
51%
50%
40%
30% 19% 20% 24%
17% 17% 17%16% 19%18%
20% 13%
11% 8% 10% 10% 10%
10%
0%

Towns
Base: 15,219
44
India Online 2007
Chart 28: Head of the household
Current Year Head of the HH Not head of the HH

56%
60% 50% 54% 56% 53%
50% 44% 46% 44% 47%
40%
20%
0%

Towns
Base: 25,060
Chart 12: Head of the household
Change from PY
30% 27%
20% 20% 23%
19%
20%
10%
0%
-10%
-20%
-19%
-30% -27% -20% -20% -23%
Base: 25,060(CY), 20,268(PY)
45
Economic Profile
Chart 29: Monthly family income
Current Year Upto Rs. 10K 10-30K 30-50K Above 50K
50% 44%
41% 40% 41% 39%
38% 38% 38%
40% 36%
32%
30%
20% 14% 13% 13% 13%

13% 12% 10%
9% 8% 8%
10%
0%

Towns
Base: 21,343
Chart 13: Monthly family income
Change from PY
10% 7% 6% 6% 6% 5%
5% 5%
5% 3% 2%
5% 4% 2% 3% 4%
0.0%
0%
-5%
-10% -8%
-12% -11%
-15% -13%
-20% -19%
Base: 21,343(CY), 20,268(PY)
46
India Online 2007
Chart 30: Most expensive vehicle owned by the household
Current Year 2 Wheeler 4 Wheeler Others

45% 48%
50% 46% 44%
40% 39%
33%
28% 29% 28%
30% 26%
20%
9% 11% 9%
7% 8%
10%
0%

Towns
Base: 25,060
Chart 14: Most expensive vehicle owned by the household
Change from PY
10%
10%
5% 5% 5%
5% 5% 5% 5%
3%
5% 3%
1% 0.4%
0%
-1%
-5% -3%
-5%
-10%
Base: 25,060(CY), 20,268(PY)
47
Chart 31: Ownership of credit cards (individually)
Current Year Don't own Own
80% 73%
66% 70%
67%
60%
60%
41%
34% 34%
40% 30% 27%
20%
0%

Towns
Base: 25,060
Chart 15: Ownership of credit cards (individually)
Change from PY
15% 10%
10% 8%
6% 7% 7%
5%
0%
-5%
-10% -6% -7%
-8% -7%
-15% -10%
Base: 25,060(CY), 20,268(PY)
48
India Online 2007
Table 13: Household asset ownership
Asset Metro Urban uptowns Emerging Towns Others All Users

Color TV 94% 93% 92% 90% 92%
% Change 6% 2% 1% -0.6% 3%
Mobile Phone 91% 90% 89% 89% 90%
% Change 8% 3% 5% 3% 5%
Bank Account* 83% 81% 82% 80% 82%
% Change
Fridge 78% 77% 75% 71% 75%
% Change 11% 1% 3% -3.7% 4%
Cable TV/DTH 74% 73% 74% 69% 72%
% Change -5.2% -2.3% -2.1% -5.4% -4.6%
Computer/Laptop 68% 69% 68% 64% 67%
% Change 23% 18% 18% 10% 18%
Camera* 66% 65% 61% 64% 64%
% Change
Landline Phone 63% 63% 61% 61% 62%
% Change 3% -3.9% -2.6% -7.6% -1.9%
Life Insurance 61% 60% 60% 62% 61%
% Change 3% 1% -2.7% 1% 1%
Home 55% 65% 59% 59% 58%
% Change -10.7% -5.3% -7.0% -15.9% -10.0%
Debit Card 59% 63% 55% 54% 57%
% Change 11% -0.1% -0.1% -4.4% 2%
Music System/DVD/MP3* 56% 57% 53% 54% 55%
% Change
Washing Machine 58% 51% 51% 47% 52%
% Change 8% 8% 8% 11% 7%
Credit Card 43% 36% 34% 27% 35%
% Change 12% 10% 9% 6% 8%
Fixed Deposits* 34% 34% 31% 36% 34%
% Change
Med. Insurance/CGHS 39% 33% 26% 28% 33%
% Change 7% 6% -2.5% 2% 3%
Air Conditioner 28% 25% 25% 21% 25%
% Change 10% 5% 4% 0.6% 5%
Microwave 27% 25% 23% 21% 24%
% Change 9% 4% 5% 2% 5%
Mutual Funds 23% 25% 19% 21% 22%
% Change 0.6% 0.7% -2.5% -4.8% -1.2%
Video Camera* 24% 20% 18% 18% 21%
% Change
Demat Account* 21% 20% 19% 18% 20%
% Change
Share of Companies* 22% 21% 16% 18% 20%
% Change
IPod* 11% 11% 9% 10% 10%
% Change
Chit Fund Deposits 6% 6% 11% 6% 7%
% Change -18.6% -23.6% -15.0% -22.2% -19.9%
Base: 25,060(CY), 20,268(PY)
49
Chart 32: Current loan liabilities
Current Year Home Loan Car Loan Two-wheeler Loan

45% 46% 45%
50% 44%
41%
23%
21% 20%
25% 19% 18%
15% 15%
12% 12% 13%
0%

Towns
Base: 25,060
50
India Online 2007
Net Usage Status

Chart 33: Years of experience in using internet
Current Year Up to 1 year 1-2 years M ore than 2 years
80%
69%
62% 60% 63%
59%
60%
40%
22% 23% 21% 19% 20% 16%
18% 14% 16% 18%
20%
0%

Towns
Base: 25,060
Chart 16: Years of experience in using internet
Change from PY
7% 5%
1% 2% 2% 2% 1%
0.2% 1% 0.3%
0%
-2% -1%
-2%
-4% -3%
-4%
-7%
Base: 25,060(CY), 20,268(PY)
51
Chart 34: Place of accessing internet
Current Year Home Place of work Cyber cafe

100%
80% 78% 77% 78%
80% 75%
61% 60% 60%
56% 59%
60% 49% 47%
46% 45% 48%
40%
20%
0%

uptowns Towns
Base: 25,060
Chart 17: Place of accessing internet
Change from PY
30%
25%
25% 23%
21%
20% 19%
16% 14% 13%
15%
10% 10% 9%
10%
4%
5% 2% 0.3% 1%
0%
-5% -2%
Base: 25,060(CY), 20,268(PY)
52
India Online 2007
Chart 35: Type of internet connection at home
Current Year Regular Dial Up Broadband Others

80% 75%
71% 71%
68%
60% 56%
40%
23%
12% 14% 13% 13% 16%
20% 9% 10% 10%
7%
0%

Towns
Base: 14,856
Chart 18: Type of internet connection at home
Change from PY
30% 21%
21%
20% 16% 16%
12%
10%
0%
-0.1%
-2% -3% -3% -1%
-10%
-9% -10%
-14% -11%
-20% -16%
Base: 14,856(CY), 13,221(PY)
53
Chart 36: Type of internet connection at office
Current Year Regular Dial Up Broadband Others

70% 62% 64% 63%
59% 61%
60%
50%
40%
30%
20% 13% 13% 10% 14% 13%
5% 6% 10% 6% 7%
10%
0%

Towns
Base: 19,740
Chart 19: Type of internet connection at office
Change from PY
10%
5% 5%
4% 3%
5% 3%
-0.2%
0%
-2% -1% -1%
-5% -2%
-4%
-6% -6%
-10%
-10% -10%
-15%
Base: 19,740(CY), 14,655(PY)
54
India Online 2007
Chart 37: Service provider subscribed to at home
Current Year BSNL/Sancharnet Airtel/Bharti VSNL / Tata

50% 46%
38%
40% 35%
33%
26%
30% 24%
19%
20% 17%
15% 13% 14%
9% 10% 10%
10% 7%
0%

Towns
Base: 14,856
Chart 20: Service provider subscribed to at home
Change from PY
20%
13%
8% 7% 7%
10%
2% 2% 1%
0.0% -1%
0%
-3% -2%
-10% -4% -6% -4%
-12%
-20%
Base: 14,856(CY), 13,554(PY)
55
Chart 38: Service provider subscribed to at office
Current Year BSNL/Sancharnet Airtel/Bharti VSNL / Tata

40% 38%
31%
30% 26% 28%
20% 23%
20% 16%
15% 13% 15%
11% 11% 11%
10% 8% 8%
0%

Towns
Base: 19,740
Chart 21: Service provider subscribed to at office
Change from PY
15% 12%
10%
5% 3%
5% 3% 2%
2%
0%
-2% -0.3%
-5% -4%
-4% -4%
-5% -6% -7%
-10% -9%
Base: 19,740(CY), 14,721(PY)
56
India Online 2007
Net Usage Dynamics

Chart 39: Frequency of accessing internet from home
Current Year At least once daily Weekly, but not daily

Less than once a week
100% 86% 84%
85% 81% 84%
80%
60%
40%
17%
20% 13% 13% 13% 14%
2% 2% 3% 2% 2%
0%

uptowns Towns
Base: 14,231
Chart 22: Frequency of accessing internet from home
Change from PY
15% 12%
9% 9% 9% 9%
10%
5%
0.3%
0%
-5% -2% -1% -1%
-3%
-6%
-10% -7% -8%
-8%
-15% -12%
Base: 14,231(CY), 13,649(PY)
57
Chart 40: Frequency of accessing internet from office
Current Year At least once daily Weekly, but not daily

Less than once a week
100% 90% 86% 86%
84% 83%
80%
60%
40%
11% 15% 14% 11%

20% 9%
2% 3% 2% 3% 3%
0%

Towns
Base: 17,617
Chart 23: Frequency of accessing internet from office
Change from PY
5% 4% 4%
3% 2%
1% 0.3% 1%
0.2% 0.0% 0.0% -0.1%
-1% -1%
-1% -1% -2%
-3%
-4% -3%
-5%
Base: 17,617(CY), 14,274(PY)
58
India Online 2007
Chart 41: Time of the day accessing internet from home
Current Year M idnight to 9.00 AM 9.00 AM -6.00 PM 6.00 PM - 12.00 M idnight
60% 54% 55% 54%

54% 50%
40%
21% 22% 20%

19% 19%
20%
9% 9%
8% 9% 9%
0%

Towns
Base: 13,905
Chart 24: Time of the day accessing internet from home
Change from PY
5% 3%
3% 2% 3%
2% 1% 2% 2%
1%
0%
-1%
-5%
-7% -7% -7%

-8%
-10% -9%
Base: 13,905(CY), 13,345(PY)
59
Chart 42: Time of the day accessing internet from office
Current Year M idnight to 9.00 AM 9.00 AM -6.00 PM 6.00 PM - 12.00 M idnight

57% 59% 58%
60% 55%
51%
40%
20% 12% 14% 12%

11% 11%
4% 4% 4%
4% 3%
0%

Towns
Base: 17,680
Chart 25: Time of the day accessing internet from office
Change from PY
10%
5%
5%
2%
0.3% 1%
0.0%
0%
-1% -1% -1% -0.4%
-2% -2% -3%
-5% -4%
-5%
-6%
-10%
Base: 17,680(CY), 14,305(PY)
60
India Online 2007
Chart 43: Duration of PC usage from home
Current Year Light users M edium users Heavy users

80% 69%
68% 67%
65% 65%
60%
40%
23% 22%
21% 21% 22%
20% 11% 13%
10% 12% 12%
0%

Towns
Base: 15,214
Chart 26: Duration of PC usage from home
Change from PY
6% 5%
4%
2% 2% 2%
0.1% 1%
0%
-1% -1% -1%
-1%
-1% -2%
-4%
-6% -5%
Base: 15,214(CY), 15,041(PY)
61
Chart 44: Duration of internet usage from home

50% 45%
42% 43% 43%
39%
40% 37% 37% 35% 35%
33%
30% 24%
22% 23% 22%
21%
20%
10%
0%

Towns
Base: 14,015
Chart 27: Duration of internet usage from home
Change from PY
10%
7%
4% 5% 5%
5% 4%
2%
-0.2%
0%
-0.4%
-2% -2%
-5% -2% -4% -3%
-4%
-10% -9%
Base: 14,015(CY), 13,248(PY)
62
India Online 2007
Chart 45: Duration of PC usage from office

60% 54%
47%
44%
41% 41%
40% 34% 35% 31%
33%
26%
24% 24% 24%
22%
20%
20%
0%

Towns
Base: 18,200
Chart 28: Duration of PC usage from office
Change from PY
6%
4%
4% 3%
2%
1% 2%
2% 1% 1% 1%
0.1%
0%
-2% -1% -0.3%

-3%
-4% -3%
-4%
-6% -5%
Base: 18,200(CY), 14,961(PY)
63
Chart 46: Duration of internet usage from office

50% 46% 46% 45%
44% 44%
40%
31% 29% 29%
28% 26% 29%
30% 25% 27% 26% 26%
20%
10%
0%

Towns
Base: 17,100
Chart 29: Duration of internet usage from office
Change from PY
4%
5% 3% 3%
2% 3% 2%
1%
0.1%
0%
-1%
-2% -1%
-5% -3% -3% -3%
-5%
-10%
Base: 17,100(CY), 13,934(PY)
64
India Online 2007
Chart 47: Time spent by internet users on watching TV

50% 44% 43% 45% 45% 44% 43% 44%
42% 41% 43%
40%
30%
20% 15%
13% 13% 13% 13%
10%
0%

Towns
Base: 21,962
Chart 30: Time spent by internet users on watching TV
Change from PY
6%
7%
5% 5% 5%
4%
0%
-1% -1%
-1%
-3% -3% -4% -2% -3%
-3%
-4%
-7%
Base: 21,962(CY), 18,555(PY)
65
Chart 48: Time spent by internet users on reading newspaper

48% 47%
50% 45% 45% 46%
41% 41% 41% 41%
39%
40%
30%
20% 14% 14% 14% 14%

11%
10%
0%

Towns
Base: 22,501
Chart 31: Time spent by internet users on reading newspaper
Change from PY
40%
26% 26% 24% 26% 26%
20% 13% 13% 13% 12%
9%
0%
-20%
-40% -38% -35% -37% -39% -38%
Base: 22,501(CY), 19,016(PY)
66
India Online 2007
Chart 49: Time spent by internet users on listening to radio

80% 73% 72%
71% 70% 72%
60%
40%
19% 19% 19% 18% 19%
20%
10% 11% 9% 10% 10%
0%

Towns
Base: 14,785
Chart 32: Time spent by internet users on listening to radio
Change from PY
7%
8%
4%
3% 3%
2%
0.0% 0.1%
0%
-1% -1%
-2% -2%
-3% -3%
-4% -4%
-8%
Base: 14,785(CY), 12,358(PY)
67
Preferred Net Activities

Table 14: Popularity of various internet activities
Activity Metro Urban uptowns Emerging Towns Others All Users

Emailing 96% 95% 96% 95% 95%
% Change 0.4% 2% 0.7% 1% 0.8%
Job Search 75% 73% 73% 72% 73%
% Change 22% 21% 18% 19% 20%
% Change 26% 25% 27% 25% 25%
Check news 63% 58% 59% 61% 61%
% Change 12% 3% 5% 8% 8%
Music 60% 59% 64% 59% 60%
% Change 9% 10% 19% 16% 12%
Chatting 59% 60% 64% 57% 59%
% Change 8% 12% 16% 9% 10%
Check Sports 58% 55% 58% 58% 57%
% Change 22% 19% 23% 24% 22%
E-greetings 59% 58% 60% 55% 57%
% Change 0.4% 2% 0.0% 2% 0.5%
Online games 55% 54% 55% 54% 54%
% Change 18% 21% 20% 24% 20%
% Change 22% 27% 28% 23% 25%
Mobile contents (ring tones /

48% 50% 52% 51% 50%
games, etc.)*
% Change
Search work related info 53% 47% 46% 47% 49%
% Change 3% -0.5% -3.4% -4.5% -0.5%
Matrimonial search 47% 48% 50% 48% 48%
% Change 33% 32% 35% 34% 33%
Educational / Learning material 47% 45% 49% 50% 48%
% Change -3.1% -8.7% -7.6% 0.2% -4.0%
Screensavers/wallpapers 43% 49% 48% 47% 46%
% Change -3.6% 2% 1% -6.6% -2.1%
Astrology 44% 44% 47% 48% 46%
% Change 9% 12% 15% 15% 12%
Check financial info 47% 43% 43% 45% 45%
% Change 30% 28% 29% 31% 30%
Search for product information 47% 43% 41% 44% 45%
% Change 11% 6% 9% 5% 8%
Social networking /
44% 42% 44% 44% 44%
Communities*
% Change
Buy online 51% 43% 37% 37% 43%
% Change 18% 16% 12% 16% 15%
68
India Online 2007
Share pictures 39% 41% 43% 38% 40%

% Change 6% 9% 11% 3% 7%
Check real estate info 40% 33% 35% 36% 37%
% Change 27% 23% 27% 27% 26%
Check hobby related info 33% 32% 32% 30% 32%
% Change 21% 20% 21% 21% 21%
Check business/Financial news* 33% 27% 26% 30% 30%
% Change
Net banking 37% 29% 26% 25% 30%
% Change 9% 9% 6% 4% 7%
Check health & lifestyle info 32% 31% 27% 29% 30%
% Change -2.5% 0.1% -5.7% 1% -2.0%
Movies* 30% 30% 30% 28% 29%
% Change
Check cinema content 29% 28% 30% 25% 28%
% Change 0.4% 3% 6% 8% 3%
Check / read blogs* 27% 27% 26% 26% 27%
% Change
Business/professional 30% 23% 26% 24% 26%
% Change 15% 8% 14% 11% 12%
Check personal travel related 30% 24% 24% 22% 26%
% Change 11% 8% 7% 8% 9%
Buy other than travel products* 30% 24% 21% 20% 24%
% Change
Look for Seminar/workshops 25% 23% 23% 24% 24%
% Change 5% 2% 5% 7% 5%
Online bill payment 28% 19% 21% 18% 22%
% Change 10% 7% 11% 6% 8%
Check business travel related 22% 19% 15% 16% 19%
% Change
Adult content 18% 17% 21% 19% 18%
% Change 7% 6% 11% 6% 7%
Online stock trading 16% 12% 10% 12% 13%
% Change 3% -1.8% -0.9% -4.1% -0.4%
Net telephony 14% 12% 14% 11% 13%
% Change 4% 2% 6% 2% 3%
Comment on blog post* 12% 12% 12% 12% 12%
% Change
Local language website usage 11% 11% 13% 12% 12%
% Change -28.7% -33.5% -29.0% -32.5% -30.3%
Have a blog site of own* 7% 5% 8% 6% 7%
% Change
Base: 14,253(CY), 17,277(PY)
69
Chart 50: Professional activities
Current Year Emailing - work related Job Search Instant messaging
100% 85% 82% 80% 82% 83%

75% 73% 73% 72% 73%
80% 64%
62% 63% 61% 62%
60%
`
40%
20%
0%

uptowns Towns
Base: 14,253
Chart 33: Professional activities
Change from PY
40%
26% 25% 27% 25% 25%
22% 21% 19% 20%
18%
20%
0%
-2% -2% -5% -3%
-7%
-20%
Base: 14,253(CY), 17,277(PY)
70
India Online 2007
Chart 51: Personal activities
Current Year Emailing - personal Check news Chatting
100% 90% 90% 91% 88% 89%
80% 64% 61% 59%

63% 59% 60% 61% 57%
58% 59%
60%
40%
20%
0%

Towns
Base: 14,253
Chart 34: Personal activities
Change from PY
20%
16%
15% 12% 12%
10%
10% 8% 8% 9% 8%
5%
5% 3% 3% 1%
1% 1%
0%
-1%
-5%
Base: 14,253(CY), 17,277(PY)
71
Chart 52: Downloading activities
M usic Online games M obile contents

Current Year
80%
64% 60%
60% 59% 59% 54%
55% 54% 55% 54%
60% 52% 51%
48% 50% 50%
40%
20%
0%

Towns
Base: 14,253
Chart 35: Downloading activities
Change from PY
40%
22% 24% 24% 23% 22%

20% 21%
18% 19% 20% 16%
20%
20%
12%
9% 10%
0%
Base: 14,253(CY), 17,271(PY)
72
India Online 2007
Chart 53: E-commerce related activities
Current Year E-greetings Check financial info Check real estate info
70% 59% 59% 61% 58%
56%
60%
47% 46% 46%
50% 44% 44%
40% 37% 37%
40% 33% 35%
30%
20%
10%
0%

Towns
Base: 14,043
Chart 36: E-commerce related activities
Change from PY
40% 32%
31% 28% 30% 27% 30%
27% 28% 27%
30% 24%
20%
10% 3% 3%
1% 1% 1%
0%
-10%
Base: 14,043(CY), 17,263(PY)
73
Chart 54: Online shopping
Current Year Buyers Non-Buyers

80%
63%
63%
60% 58% 57%
50% 50% 42%
37% 43%
40% 37%
20%
0%

Towns
Base: 25,060
Chart 37: Online shopping
Change from PY
30%
19% 19%
15%
10% 11%
0%
-10% -11%
-19% -15%
-30% -19%
Base: 25,060(CY), 20,268(PY)
74
India Online 2007
Chart 55: Blogging activities
Current Year Check / read blogs Comment on blog post

Have a blog site of own None of the above
80% 69% 70% 70% 71% 70%
60%
40%
27% 27% 26% 26% 27%
20% 12% 12% 12% 12%

8% 12%
7% 5% 6% 7%
0%

Towns
Base: 14,253
75
Chart 56: Member of an online community
Current Year Not-members M embers

60% 58% 57% 60% 59%
60%
40% 42% 43% 41%

40%
40%
20%
0%

Towns
Base: 14,253
76
India Online 2007
Table 15: Membership by type of online community
Membership Metro Urban Emerging Others All Users

uptowns Towns
Not a member of any online 60% 58% 57% 60% 59%
Alumni & Schools 8% 8% 6% 7% 7%
Computers & Internet 5% 4% 8% 5% 5%
Romance & Relationships 4% 6% 5% 5% 5%
Business / Professional 3% 3% 3% 3% 3%
community
Music 3% 2% 3% 3% 3%
Schools & Education 2% 4% 2% 3% 3%
Games 3% 3% 2% 2% 2%
Individuals 2% 3% 3% 2% 2%
Arts & Entertainment 2% 2% 2% 2% 2%
Base: 14,253
77
Table 16: Most used local language websites (other than English)

Tamil 28% 11% 22% 12% 19%
Hindi 14% 33% 10% 25% 19%
Malayalam 6% 33% 27% 10% 15%
Telugu 12% 2% 32% 8% 13%
Marathi 14% 10% 7% 13% 12%
Kannada 8% 0.0% 0.7% 10% 6%
Bengali 9% 0.7% 0.5% 7% 6%
Gujarati 4% 4% 0.0% 4% 3%
Oriya 1% 0.3% 0.0% 3% 1%
Konkani 0.0% 0.0% 1% 2% 0.8%
Base: 1,388
78
India Online 2007
Table 17: Online activities desired in other languages

Email 60% 62% 61% 62% 61%
Chatting 44% 46% 49% 46% 46%
Entertainment 43% 46% 46% 46% 45%
Search information 32% 32% 34% 33% 33%
Online news 30% 32% 33% 32% 31%
Online learning / education 30% 29% 31% 32% 31%
Astrology 22% 23% 23% 25% 23%
Online shopping 19% 16% 16% 18% 18%
Travel related information 18% 17% 15% 15% 16%
Matrimony 13% 14% 12% 14% 13%
Blog 12% 10% 12% 12% 12%
Not Interested 23% 20% 19% 20% 21%
Base: 14,253
79
Chart 57: Problems faced while surfing the internet
Current Year Slow website opening Virus / spyware Spam / junk mails
80%
62% 60% 63% 62%
59%
60% 51% 54% 49%
48% 46% 47% 48% 49% 45% 49%
40%
20%
0%

Towns
Base: 14,252
80
India Online 2007
Table 18: Preferred websites - emailing
Website Metro Urban uptowns Emerging Towns Others All Users

Yahoo 50% 54% 61% 53% 53%
% Change 14% 16% 23% 13% 16%
Gmail 23% 17% 17% 19% 20%
% Change 9% 5% 4% 11% 8%
Rediff 16% 22% 14% 21% 18%
% Change -6.4% -0.1% -12.6% -7.1% -5.9%
Hotmail 7% 5% 7% 3% 6%
% Change -5.2% -9.5% -0.2% -4.4% -5.7%
Sify 1% 2% 0.4% 1% 1%
% Change -2.1% -1.9% -5.4% -1.1% -2.5%
Indiatimes 1% 0.6% 0.3% 1% 0.9%
% Change -8.8% -8.4% -7.4% -11.6% -8.9%
Sancharnet/BSNL* 0.5% 0.3% 0.3% 1% 0.7%
% Change
VSNL 0.8% 0.1% 0.0% 0.5% 0.5%
% Change -0.3% -0.7% -0.9% -0.3% -0.5%
Lycos* 0.1% 0.1% 0.2% 0.3% 0.2%
% Change
AOL* 0.0% 0.0% 0.0% 0.2% 0.1%
% Change
Base: 25,060(CY), 20,268(PY)
81
Chart 58: Multiple user shares of email websites
Current Year Yahoo Gmail Rediff
100% 89% 91% 89%

89% 89%
80%
61% 61% 59% 62% 58% 59%
55% 55% 54% 57%
60%
40%
20%
0%

uptowns Towns
Base: 25,060
Chart 38: Multiple user shares of email websites
Change from PY
40%
31% 30%
30% 28%
25%
21%
20%
6% 8% 5%
10% 3% 6% 4%
1% 0.5%
0%
-10% -8% -3%
Base: 25,060(CY), 20,268(PY)
82
India Online 2007
Chart 59: Number of email accounts and average per capita email ids
Current Year 1 email id 2 email ids 3 email ids
40%
30% 28%
27% 29%29% 28% 27%
30% 26% 28%
26%
17%
20% 15% 15%
13% 14%
10%
0%

Towns
Base: 25,060
Chart 39: Number of email accounts and average per capita email ids
Change from PY
10% 5% 6% 6% 6%
3% 6% 4% 3% 5%
-0.3%
0%
-10%
-20% -16%
-18% -19% -19%
-24%
-30%
Base: 25,060(CY), 20,268(PY)
83
Most Used Websites

Table 19: Top of mind unaided recall - all websites

Yahoo 29% 27% 33% 31% 30%
% Change -4.4% -7.1% -2.3% -11.1% -5.2%
Google 30% 26% 29% 24% 27%
% Change 7% 4% 12% 7% 7%
Rediff 10% 13% 9% 13% 12%
% Change -3.4% -1.9% -5.5% -1.6% -3.0%
Orkut 4% 7% 4% 5% 5%
% Change 4% 5% 4% 5% 4%
Gmail* 3% 3% 2% 3% 3%
% Change
Hotmail 2% 1% 2% 1% 2%
% Change -3.4% -4.8% -1.0% -1.0% -3.0%
Indiatimes 1% 1% 0.3% 0.9% 1%
% Change -4.6% -2.5% -5.3% -5.3% -4.3%
Contest2win* 0.7% 0.7% 0.5% 0.3% 0.6%
% Change
MSN 0.5% 0.4% 0.5% 0.5% 0.5%
% Change -2.8% -1.2% -7.4% -4.0% -3.4%
Naukri 0.5% 0.4% 0.5% 0.6% 0.5%
% Change -0.7% -0.1% 0.1% -0.3% -0.4%
Base: 24,433(CY), 20,173(PY)
84
India Online 2007
Table 20: Most used website - all websites

Urban Emerging
Website Metro Others All Users
uptowns Towns
Google 32% 29% 30% 26% 29%
Yahoo 26% 24% 30% 28% 27%
Rediff 10% 13% 8% 12% 11%
Orkut 6% 12% 8% 8% 8%
Gmail 4% 2% 4% 4% 4%
Hotmail 2% 1% 2% 1% 2%
Indiatimes 1% 0% 0% 1% 1%
Wikipedia 0% 1% 0% 1% 1%
Moneycontrol 1% 0% 0% 1% 1%
Naukri 1% 0% 1% 1% 1%
Base: 14,075
85
Table 21: Info search (English)

Google 77% 76% 69% 76% 75%
Yahoo 8% 10% 14% 10% 10%
English 3% 2% 3% 4% 3%
Rediff 2% 2% 2% 3% 2%
Wikipedia 2% 0.5% 2% 0.9% 1%
Dictionary 1% 1% 2% 0.5% 1%
MSN 0.6% 1% 2% 0.9% 1%
Indiatimes 0.5% 0.1% 0.5% 0.5% 0.5%
BBC 0.1% 0.4% 2% 0.2% 0.5%
Sify 0.5% 0.1% 0.2% 0.5% 0.4%
Base: 7,874
86
India Online 2007
Table 22: Info search (local language)

Google 74% 75% 69% 77% 74%
Manoramaonline 1% 2% 3% 2% 2%
Guruji 2% 1% 3% 1% 2%
Webduniya 0.6% 4% 0.5% 1% 1%
Kerala 0.3% 0.1% 6% 0.4% 1%
Khoj 1% 2% 0.4% 2% 1%
Eenadu 2% 0.0% 2% 1% 1%
Webulagam 0.9% 0.1% 0.4% 1% 0.8%
MSN 0.6% 0.1% 3% 0.2% 0.8%
Chennaionline 1% 0.0% 0.0% 0.6% 0.6%
Base: 3,853
87
Table 23: Job search

Naukri 39% 39% 37% 32% 37%
% Change -10.5% -11.3% -11.3% -14.3% -12.5%
Monster 26% 29% 26% 29% 27%
% Change 8% 11% 4% 6% 8%
Timesjobs 16% 12% 11% 13% 14%
% Change 9% 4% 5% 6% 7%
Google 4% 4% 10% 6% 5%
% Change 0.3% 2% 8% 2% 3%
Yahoo 3% 3% 2% 3% 3%
% Change -1.0% 1% 0.0% 2% 0.3%
Rediff 2% 2% 1% 2% 2%
% Change -1.8% -2.8% -2.6% -1.4% -2.1%
Freshersworld 0.8% 2% 2% 2% 2%
% Change -0.4% 0.2% 0.3% 2% 0.3%
Indiatimes 1% 0.9% 1% 2% 1%
% Change -0.1% -0.3% -2.0% 0.5% -0.3%
Jobs 1% 0.8% 0.5% 2% 1%
% Change 0.1% -0.2% -0.2% 2% 0.3%
Jobsahead 1% 0.9% 1% 1% 1%
% Change -3.2% -3.8% -3.7% -7.5% -4.0%
Base: 10,387(CY), 12,610(PY)
88
India Online 2007
Table 24: Booking travel tickets

Makemytrip 18% 15% 18% 15% 17%
% Change 8% 5% 9% 8% 7%
Yatra* 16% 15% 19% 15% 16%
% Change
IRCTC 14% 22% 16% 14% 15%
% Change -24.0% -18.2% -22.3% -20.8% -22.8%
Google 10% 12% 14% 10% 11%
% Change 5% 7% 8% 7% 6%
Yahoo 6% 8% 8% 12% 8%
% Change -1.5% 3% -0.3% 2% 0.8%
Rediff 5% 5% 3% 6% 5%
% Change -2.1% -3.2% -5.6% 0.0% -2.2%
% Change -1.5% -6.4% -4.0% -1.4% -2.8%
Travel 2% 3% 2% 3% 3%
% Change 0.4% 2% 2% 2% 1%
Travelguru 3% 2% 2% 2% 2%
% Change 3% 2% 2% 0.9% 2%
Cleartrip* 3% 1% 2% 0.9% 2%
% Change
Base: 7,089(CY), 8,053(PY)
89
Table 25: Online shopping (other than travel tickets)

Ebay 35% 36% 39% 30% 34%
% Change -1.4% -3.9% 2% -9.9% -3.5%
Rediff 23% 27% 24% 26% 25%
% Change -6.7% 2% -7.0% -3.3% -4.0%
Google 7% 8% 9% 9% 8%
% Change 4% 4% 6% 7% 5%
Yahoo 7% 8% 5% 8% 7%
% Change -0.5% -0.7% -3.2% 2% -0.5%
% Change -3.5% -6.8% -3.5% -2.5% -4.3%
Futurebazaar* 5% 4% 6% 7% 6%
% Change
Shopping 1% 2% 0.7% 4% 2%
% Change -0.5% 0.4% -0.6% 3% 0.6%
Sify 3% 1% 2% 2% 2%
% Change 2% -0.3% 0.1% -1.3% 0.4%
Indiaplaza 2% 0.7% 0.8% 0.4% 1%
% Change 0.8% 0.4% 0.1% -3.9% -0.1%
Onlineshopping 1% 0.8% 0.7% 1% 1%
% Change 0.7% 0.5% 0.1% 1% 0.6%
Base: 7,261(CY), 8,963(PY)
90
India Online 2007
Table 26: Online news

Yahoo 12% 16% 16% 15% 14%
% Change 3% 5% 7% 6% 4%
NDTV 16% 12% 7% 9% 12%
% Change 1% 3% -9.1% 0.6% -0.7%
Rediff 10% 8% 7% 10% 10%
% Change -3.4% -1.5% -2.6% -1.1% -2.3%
Google 8% 8% 9% 9% 9%
% Change 1% 2% 3% 5% 3%
% Change -8.1% -11.0% -8.5% -5.2% -8.4%
Aajtak 4% 6% 2% 8% 5%
% Change 2% 0.1% -0.6% 0.3% 1%
BBC 5% 5% 3% 5% 5%
% Change 1% 3% 1% 3% 2%
Timesofindia 4% 2% 2% 4% 3%
% Change -2.8% -0.8% -2.8% -0.4% -1.8%
CNN 4% 2% 4% 2% 3%
% Change 3% 2% 3% 0.3% 2%
MSN 3% 3% 6% 3% 3%
% Change -2.8% -2.2% -0.3% -4.4% -2.5%
Base: 8,509(CY), 12,120(PY)
91
Table 27: Financial news & info (rates, quotes, etc.)

Moneycontrol/CNBC 14% 15% 9% 13% 13%
% Change -1.0% 7% -2.8% 2% 0.8%
Google 12% 13% 19% 11% 13%
% Change 4% -6.4% 15% 5% 3%
Yahoo 11% 11% 13% 13% 12%
% Change 0.0% -0.6% 1% 6% 1%
ICICI Direct/ICICI Bank 7% 10% 5% 7% 7%
% Change -1.9% 4% -9.0% -9.5% -2.7%
Rediff 6% 8% 4% 8% 6%
% Change -2.7% 0.8% -5.0% -0.3% -1.8%
Sharekhan 4% 4% 6% 4% 4%
% Change -1.4% -1.1% 4% -3.8% -0.8%
NDTV/NDTVprofit 5% 4% 3% 3% 4%
% Change 4% 3% 3% 3% 4%
% Change -1.2% -2.2% -1.5% -0.4% -1.3%
Economictimes 5% 2% 2% 3% 3%
% Change 2% -0.3% 0.8% -0.9% 0.8%
Stockmarket* 2% 1% 3% 3% 2%
% Change
Base: 6,207(CY), 7,146(PY)
92
India Online 2007
Table 28: Online share trading

ICICI Direct 36% 30% 44% 36% 36%
Sherkhan 23% 29% 11% 21% 22%
Indiabulls 7% 8% 6% 7% 7%
Kotaksecurities 6% 1% 3% 3% 4%
Religare 2% 5% 10% 3% 4%
5Paisa 3% 1% 0.4% 6% 3%
BSE 3% 3% 4% 2% 3%
NSE 3% 1% 2% 2% 3%
Geojit 0.7% 5% 9% 1% 2%
hdfcsec 3% 0.4% 0.9% 2% 2%
Base: 1,558
93
Table 29: Real estate info

Google 16% 16% 24% 17% 17%
Magicbricks 20% 13% 8% 11% 14%
Yahoo 11% 15% 16% 16% 14%
99acres 13% 8% 8% 9% 10%
Realestates 9% 9% 11% 12% 10%
Rediff 6% 7% 4% 8% 7%
Indiaproperty 5% 3% 5% 5% 5%
Property 4% 1% 3% 4% 3%
Sify 0.7% 2% 0.5% 2% 1%
Base: 5,129
94
India Online 2007
Table 30: Matrimonial search

Bharatmatrimony 29% 30% 33% 26% 29%
% Change 29% 30% 32% 26% 29%
Shaadi 31% 30% 20% 28% 28%
% Change 4% -2.3% -12.8% -22.3% -4.7%
Google 5% 3% 7% 6% 6%
% Change 5% 3% 7% 6% 5%
Jeevansaathi 5% 10% 4% 5% 6%
% Change 4% 9% 2% 5% 5%
Yahoo 4% 5% 6% 6% 5%
% Change -0.1% 2% 2% 5% 2%
Matrimony* 5% 5% 6% 4% 5%
% Change
Rediff 3% 3% 2% 5% 3%
% Change -1.1% 0.4% -3.4% 2% -0.4%
Tamilmatrimony* 5% 2% 1% 3% 3%
% Change
Simplymarry* 3% 3% 1% 5% 3%
% Change
Matrimonial 2% 0.6% 2% 2% 2%
% Change -1.7% -2.8% -0.8% -4.8% -2.2%
Base: 6,675(CY), 7,728(PY)
95
Table 31: Dating/friendship search

Orkut 34% 45% 33% 35% 36%
% Change 30% 40% 29% 32% 32%
Yahoo 23% 24% 24% 23% 23%
% Change -13.1% -8.1% -18.1% -10.0% -12.2%
Google 7% 6% 9% 8% 8%
% Change 3% 0.2% 7% 2% 3%
Rediff 6% 5% 7% 7% 7%
% Change -5.0% -5.6% -4.1% -2.5% -4.4%
Fropper 4% 3% 2% 3% 3%
% Change -2.7% -1.4% -3.4% -6.3% -3.3%
Date 2% 2% 3% 2% 2%
% Change 0.4% -4.4% -0.3% -1.1% -1.1%
% Change -4.2% -8.4% -5.1% -4.2% -5.3%
Hi5 2% 1% 2% 2% 2%
% Change -1.6% -4.2% -1.8% -0.2% -2.0%
Friendfinder 1% 2% 2% 2% 2%
% Change -1.9% -0.4% -1.3% -3.6% -1.7%
Adultfriendfinder 2% 1% 0.4% 2% 2%
% Change 0.1% -0.9% -2.8% 0.2% -0.6%
Base: 7,084(CY), 6,974(PY)
96
India Online 2007
Table 32: Social networking/communities

Orkut 65% 66% 64% 61% 64%
Yahoo 14% 16% 17% 16% 16%
MSN 1% 1% 2% 1% 1%
Friends 0.5% 0.1% 0.1% 3% 1%
Communities 0.9% 1% 1% 1% 1%
Hi5 1% 0.6% 0.9% 0.7% 0.9%
Myspace 0.5% 2% 0.2% 0.4% 0.6%
Tagged 0.5% 0.5% 0.1% 0.3% 0.4%
Fropper 0.7% 0.0% 0.4% 0.1% 0.4%
Bharatstudent 0.3% 0.0% 0.3% 0.7% 0.4%
Base: 5,227
97
Table 33: Online gaming

Yahoo 19% 16% 18% 17% 18%
% Change -16.7% -11.0% -13.6% -6.4% -13.4%
Zapak* 18% 21% 12% 18% 17%
% Change
Google 7% 7% 13% 9% 9%
% Change 0.7% -11.1% 7% 5% -0.3%
Games 6% 8% 8% 6% 7%
% Change -1.6% 1% -0.9% -0.9% -0.8%
Miniclip 5% 3% 3% 3% 4%
% Change 1% -1.7% 1% 0.9% 0.3%
Rediff 3% 4% 3% 4% 3%
% Change -4.1% -2.4% -2.5% -1.9% -3.0%
Indiagames* 2% 1% 6% 4% 3%
% Change
Contest2Win 3% 2% 6% 2% 3%
% Change 1% 2% 5% 1% 2%
MSN 2% 1% 4% 0.9% 2%
% Change -1.2% -0.3% 2% -6.0% -1.1%
Onlinegames 2% 2% 1% 1% 2%
% Change 2% 0.9% 0.8% -0.4% 0.9%
Base: 7,383(CY), 7,395(PY)
98
India Online 2007
Table 34: Download mobile content

Yahoo 13% 14% 16% 14% 14%
% Change -8.9% -9.1% -4.8% -9.0% -8.2%
Rediff 13% 13% 9% 13% 12%
% Change -10.8% -8.1% -10.8% -11.2% -10.1%
Google 9% 12% 14% 9% 10%
% Change 0.3% -3.9% 7% 6% 0.4%
Nokia 10% 7% 10% 7% 9%
% Change 7% 2% 7% 5% 5%
% Change -8.8% -4.7% -7.6% -6.4% -7.2%
Mobile9 5% 4% 4% 4% 4%
% Change 4% 3% 3% 4% 4%
Hutch 4% 3% 6% 2% 3%
% Change 2% 3% 5% 1% 2%
Ringtones 2% 3% 4% 4% 3%
% Change 0.0% -0.3% 0.7% 0.1% 0.3%
Funmaza 2% 4% 2% 4% 3%
% Change 0.5% 4% 0.9% -2.8% 1%
Airtel 4% 2% 1% 2% 3%
% Change 2% -1.8% 0.2% 2% 0.3%
Base: 6,912(CY), 6,887(PY)
99
Table 35: Preferred instant messaging applications

Yahoo 62% 66% 67% 59% 63%
Google Talk 15% 11% 13% 14% 14%
Rediffbol 8% 11% 10% 13% 10%
MSN 7% 4% 6% 4% 5%
Orkut 2% 4% 2% 4% 3%
Meebo 2% 1% 1% 0.9% 1%
Skype 0.7% 0.9% 0.6% 0.3% 0.6%
Indiatimes 0.4% 0.2% 0.4% 0.6% 0.4%
AIM 0.4% 0.1% 0.0% 0.3% 0.3%
Others 3% 2% 0.6% 5% 3%
Base: 8,632
100
India Online 2007
Table 36: Download music

Raaga 24% 17% 29% 18% 22%
% Change 0.9% 5% 14% 8% 5%
Yahoo 9% 10% 8% 12% 10%
% Change -5.5% -5.6% -5.7% 2% -4.2%
Google 6% 6% 9% 8% 7%
% Change 0.6% -7.7% 5% 6% 0.2%
Cooltoad 6% 6% 3% 4% 5%
% Change -0.6% 2% -1.1% -7.4% -1.6%
Musicindiaonline 4% 4% 3% 6% 4%
% Change 0.0% 0.0% -1.9% -2.2% -0.3%
Music 4% 4% 3% 4% 4%
% Change 2% 2% -2.3% 1% 1%
Mp3 2% 3% 2% 2% 3%
% Change -0.8% 0.2% -1.4% -0.4% -0.6%
Rediff 2% 3% 2% 3% 3%
% Change -3.9% -3.6% -3.6% -1.9% -3.5%
Youtube* 2% 3% 3% 2% 2%
% Change
Tamilsongs 2% 2% 2% 0.9% 2%
% Change 2% 2% 0.4% 0.7% 1%
Base: 8,142(CY), 8,526(PY)
101
Table 37: Sports content

Espnstarsports* 27% 35% 33% 26% 29%
% Change
Cricinfo 16% 11% 13% 12% 14%
% Change 7% 7% 2% 3% 5%
Yahoo 10% 16% 10% 14% 12%
% Change -2.9% 4% -4.6% 4% -0.6%
Google 7% 6% 12% 8% 8%
% Change 3% -6.7% 9% 5% 2%
Rediff 8% 9% 6% 8% 8%
% Change -5.8% -0.3% -3.3% -2.0% -3.7%
Sports 4% 3% 3% 6% 4%
% Change 1% -2.1% -0.5% 5% 1%
% Change -3.0% -4.4% -2.8% -1.3% -3.0%
Cricketnext 2% 0.9% 4% 2% 2%
% Change -0.7% -1.0% 0.5% -2.9% -0.6%
NDTV 3% 0.6% 2% 2% 2%
% Change -0.8% -1.6% -2.1% -1.6% -1.3%
Tensports 2% 3% 0.7% 2% 2%
% Change -0.1% 0.0% -3.7% -7.2% -1.8%
Base: 7,666(CY), 8,931(PY)
102
India Online 2007
Table 38: Cinema content

Yahoo 9% 15% 11% 13% 11%
% Change -3.5% 0.0% -7.3% 6% -2.0%
Google 8% 7% 12% 9% 9%
% Change 4% -7.2% 8% 6% 2%
Bollywood 4% 4% 4% 7% 5%
% Change 1% 0.2% -1.4% -2.3% 0.7%
PVR Cinemas 7% 9% 0.7% 3% 5%
% Change 2% 8% -5.0% -3.1% 0.5%
Indiafm 4% 5% 3% 6% 5%
% Change -0.1% -0.4% -2.9% -7.1% -1.3%
Rediff 5% 4% 3% 6% 5%
% Change -7.5% -1.4% -6.2% -1.1% -4.6%
Cinema 4% 4% 3% 4% 4%
% Change -0.3% -0.5% -0.1% 1% -0.2%
Santabanta 1% 7% 2% 5% 3%
% Change 0.7% 3% -1.2% -4.4% 0.3%
% Change -4.0% -2.3% -0.9% -3.3% -3.2%
Movies 2% 2% 4% 4% 3%
% Change 0.6% 0.8% 3% 4% 2%
Base: 6,883(CY), 6,700(PY)
103
Table 39: Most used local language websites (other than English)

Google 9% 14% 15% 13% 12%
Yahoo 6% 21% 1% 10% 8%
Malayalamanorama 3% 15% 7% 9% 7%
Eeandu 10% 2% 8% 4% 7%
Thinamalar 5% 4% 10% 3% 5%
Webduniya 3% 9% 1% 4% 4%
Marathiworld 5% 4% 1% 4% 4%
Webulagam 5% 2% 3% 3% 4%
Tamilcinema 5% 2% 6% 1% 4%
Keralakaumudi 0.2% 0.0% 14% 0.2% 3%
Base: 1,388
104
India Online 2007
Table 40: Preferred blog sites

Google 20% 28% 18% 21% 21%
Yahoo 17% 16% 26% 17% 18%
Blogger 15% 7% 8% 10% 11%
Blogspot 13% 7% 11% 11% 11%
Rediff 12% 8% 6% 13% 10%
Ibibo 8% 16% 6% 12% 10%
Tagged 0.7% 0.0% 11% 0.4% 2%
Debonairblog 2% 0.1% 5% 3% 2%
Hi5 1% 8% 0.1% 1% 2%
Indiatimes 2% 2% 0.0% 3% 2%
Base: 1,853
105
Table 41: Preferred astrology website

Yahoo 20% 24% 23% 22% 22%
Astrology 17% 19% 26% 16% 19%
Google 11% 10% 14% 11% 11%
Rediff 10% 8% 7% 10% 9%
Indiatimes astrospeak 10% 8% 5% 7% 8%
Sarafreder 2% 1% 1% 5% 3%
Sify 3% 2% 0.6% 3% 3%
MSN 2% 4% 3% 2% 3%
Horoscope 2% 0.2% 4% 3% 2%
Astrolife 2% 3% 2% 1% 2%
Base: 6,357
106
India Online 2007
Table 42: Preferred online learning / education website

Google 33% 33% 37% 34% 34%
Yahoo 9% 10% 11% 10% 10%
Wikipedia 5% 12% 4% 5% 6%
Rediff 4% 5% 3% 4% 4%
Education 3% 4% 2% 4% 3%
W3schools 2% 2% 3% 1% 2%
IGNOU 1% 2% 0.8% 2% 1%
Onlinelearning 0.8% 0.8% 0.9% 2% 1%
Ebizel 0.7% 2% 0.9% 2% 1%
Indiatimes 2% 0.7% 0.3% 1% 1%
Base: 6,571
107
Most Used Offline

Media Brands
Table 43: Favorite TV channels
TV Channel Metro Urban uptowns Emerging Towns Others All Users

Star Plus 12% 11% 11% 16% 13%
% Change 2% 2% 1% 6% 3%
Discovery 6% 10% 6% 8% 7%
% Change 0.7% 0.3% -0.1% 2% 0.5%
NDTV 6% 4% 5% 4% 5%
% Change 1% 1% 0.1% -0.5% 0.6%
Aajtak 4% 6% 2% 7% 5%
% Change -0.1% 0.7% -1.9% -2.6% -0.3%
Sun TV 7% 3% 2% 4% 5%
% Change 2% 0.3% -1.6% 1% 0.8%
HBO 4% 5% 4% 3% 4%
% Change 0.0% 2% 0.3% -0.8% 0.1%
Sony 4% 4% 5% 3% 4%
% Change 0.0% -1.4% 1% -4.0% -1.0%
Star Movies 3% 3% 4% 4% 3%
% Change 0.2% -0.1% 2% 2% 0.7%
Zee TV 3% 5% 3% 3% 3%
% Change 0.3% 0.0% -0.5% -0.2% -0.2%
M TV 2% 5% 4% 3% 3%
% Change -0.3% 2% 1% 2% 0.6%
Base: 12,631(CY), 15,321(PY)
108
India Online 2007
Table 44: Favorite newspapers
Newspaper Metro Urban uptowns Emerging Towns Others All Users

The Times of India 41% 33% 15% 39% 35%
% Change -0.9% 9% -17.6% 3% 0.0%
The Hindu 18% 14% 36% 11% 18%
% Change 4% -0.8% 19% 4% 5%
The Hindustan Times 5% 10% 5% 6% 6%
% Change 0.1% -2.8% -3.5% -4.0% -2.2%
Deccan Chronicle 6% 0.0% 6% 2% 4%
% Change 4% 0.0% 6% 1% 3%
Eenadu 2% 0.1% 8% 2% 3%
% Change -0.8% 0.0% 2% 0.4% 0.3%
Indian Express 2% 5% 2% 3% 3%
% Change -0.4% 1% -2.9% 1% -0.4%
The Telegraph 4% 0.4% 1% 3% 3%
% Change 0.7% 0.1% -1.7% 2% 0.5%
Dainik Bhaskar 0.1% 8% 1% 3% 2%
% Change 0.1% 5% -4.1% -2.8% -0.5%
The Economic Times 3% 1% 0.9% 2% 2%
% Change 2% -1.0% -0.8% 0.2% 0.4%
Dainik Jagran 0.2% 5% 0.4% 3% 2%
% Change -0.1% -1.8% -2.8% -4.6% -1.8%
Base: 12,762(CY), 14,555(PY)
109
Table 45: Favorite magazines
Magazine Metro Urban uptowns Emerging Towns Others All Users

India Today 22% 27% 20% 25% 23%
% Change 0.0% -7.1% -11.3% -9.6% -5.5%
Reader's Digest 7% 6% 7% 6% 7%
% Change 0.7% -3.0% -0.1% -2.5% -1.0%
The Week 5% 6% 6% 5% 5%
% Change 0.5% 0.6% 3% 2% 1%
Sports Star 4% 3% 7% 3% 4%
% Change 0.4% 2% 4% 1% 1%
Femina 5% 4% 4% 2% 4%
% Change 0.0% -1.1% 0.4% -2.0% -0.8%
Outlook 4% 5% 2% 4% 4%
% Change -1.3% -0.5% -3.0% -3.1% -1.8%
Digit 2% 4% 4% 4% 3%
% Change -0.2% 3% 0.3% -0.5% 0.5%
Film Fare 3% 3% 4% 3% 3%
% Change 0.2% 2% 3% 2% 1%
Women's Era 3% 1% 1% 2% 2%
% Change 0.1% 0.1% 0.1% 2% 0.5%
Business World 3% 1% 3% 2% 2%
% Change 0.3% -0.2% 2% 0.7% 0.6%
Base: 10,515(CY), 12,980(PY)
110
India Online 2007
Table 46: Favorite radio channels
Radio Channel Metro Urban uptowns Emerging Towns Others All Users
Radio Mirchi 44% 37% 22% 35% 38%
% Change 9% 24% 2% 12% 12%
Red FM 12% 8% 16% 11% 12%
% Change 1% 6% 4% 4% 3%
AIR 5% 14% 19% 17% 11%
% Change -0.5% -7.5% -4.0% 0.4% -2.5%
Radio City 12% 16% 4% 7% 11%
% Change -3.9% 6% -1.4% -0.2% -1.2%
Suryan FM 6% 3% 12% 6% 6%
% Change 3% -0.4% 8% 4% 3%
Big FM* 5% 2% 9% 6% 5%
% Change
AIR FM GOLD 5% 8% 4% 5% 5%
% Change -18.6% -31.7% -25.1% -27.2% -24.2%
AIR FM RAINBOW 2% 6% 7% 5% 4%
% Change 1% 3% 5% 2% 2%
Fever FM* 3% 1% 2% 3% 3%
% Change
World Space 1% 2% 4% 1% 2%
% Change 0.7% 2% 4% -1.3% 0.9%
Base: 8,205(CY), 12,246(PY)
111
Response to Online
Marketing Stimuli
Chart 60: Response to online marketing stimulus
Current Year Clicked a banner ad

Participated in an online contest
Clicked a sponsored search ad
60%
49% 47% 46%
46% 47%
43% 43% 43% 43%
39% 37%
35% 38%35% 37%
40%
20%
0%

Towns
Base: 10,888
Chart 40: Response to online marketing stimulus
Change from PY
20% 14% 16%
15% 13%
10% 4% 7% 2% 2%
-0.4%
0%
-10% -1%
-7%
-20% -11% -11% -12%
-19%
-30%
Base: 10,888(CY), 15,715(PY)
112
India Online 2007
Offline Brands Recalled

Table 47: TOM recall for brands
TOM Brand Metro Urban uptowns Emerging Towns Others All Users
Sony 9% 8% 8% 7% 8%
% Change 3% 3% 3% 2% 3%
Nokia 7% 6% 7% 6% 7%
% Change 0.7% 1% 1% 0.4% 0.9%
Tata 5% 6% 5% 5% 5%
% Change -2.7% -1.0% -1.6% -2.2% -2.0%
LG 4% 5% 4% 4% 4%
% Change -0.5% 1% -1.1% -0.1% -0.1%
Colgate 3% 3% 5% 3% 3%
% Change 0.9% 1% 3% 0.7% 1%
Reliance 3% 2% 3% 3% 3%
% Change -0.1% -2.1% -0.2% 1% -0.2%
HLL 3% 3% 3% 3% 3%
% Change 1% 2% -0.3% 0.8% 1%
Nike 3% 3% 3% 2% 3%
% Change 0.1% -2.0% 0.7% 0.0% -0.4%
Samsung 3% 2% 2% 2% 2%
% Change 0.0% -0.1% -0.4% 0.7% 0.0%
Pepsi 2% 2% 1% 2% 2%
% Change -1.0% 1% -1.4% -2.3% -0.9%
Base: 24,288(CY), 20,142(PY)
113
Segment Wise Detailed
Tables
114
Table 1: Gender breakup
Gender Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
Male 79% 82% 82% 85% 82%
Female 21% 18% 18% 15% 18%
Table 2: Age group distribution
Age Group Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
13-18 yrs 8% 15% 13% 12% 11%
19-24 yrs 29% 31% 33% 34% 31%
25-35 yrs 38% 33% 33% 35% 36%
36-45 yrs 14% 13% 13% 12% 13%
46-55 yrs 8% 6% 6% 6% 6%
Above 55 yrs 3% 2% 2% 2% 2%
115
Table 3: City class - by population size
City Class Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Up to 1 Lakh 0.0% 0.0% 4% 33% 12%
1-5 Lakhs 0.0% 7% 0.0% 42% 15%
5-10 Lakhs 3% 44% 91% 22% 29%
Above 10 Lakhs 97% 50% 6% 3% 45%
Table 4: City class - by market size
City Class Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Metro 100% 0.0% 0.0% 0.0% 37%
Urban uptowns 0.0% 100% 0.0% 0.0% 14%
Emerging Towns 0.0% 0.0% 100% 0.0% 16%
Others 0.0% 0.0% 0.0% 100% 33%
116
Table 5: City wise distribution within metros
Cities Metro All Users

Delhi 25% 12%
Mumbai 21% 10%
Bangalore 14% 6%
Hyderabad 12% 5%
Chennai 9% 4%
Kolkata 7% 3%
Pune 5% 3%
Ahmadabad 3% 2%
Coimbatore 2% 0.9%
Surat 1% 0.6%
Lucknow 0.0% 1%
Visakhapatanam 0.0% 0.9%
Indore 0.0% 0.8%
Nagpur 0.0% 0.8%
Chandigarh 0.0% 0.8%
Thiruvanathapuram 0.0% 0.7%
Jaipur 0.0% 0.7%
Bhopal 0.0% 0.7%
Faridabad 0.0% 0.6%
Ludhiana 0.0% 0.6%
Patna 0.0% 0.6%
Vadodara 0.0% 0.6%
Vijayavada 0.0% 0.5%
Bhubaneswar 0.0% 0.5%
Kochi 0.0% 0.5%
kanpur 0.0% 0.5%
Madurai 0.0% 0.4%
Mysore 0.0% 0.4%
Agra 0.0% 0.4%
Allahabad 0.0% 0.4%
Amritsar 0.0% 0.4%
Aurangabad 0.0% 0.3%
Cuttack 0.0% 0.3%
Dehradun 0.0% 0.3%
Goa 0.0% 0.3%
Guwahati 0.0% 0.3%
Meerut 0.0% 0.3%
Nashik 0.0% 0.3%
Rajkot 0.0% 0.3%
Tiruchirapalli 0.0% 0.3%
Jodhpur 0.0% 0.3%
Mangalore 0.0% 0.2%
Raipur 0.0% 0.2%
Ranchi 0.0% 0.2%
Assansol 0.0% 0.2%
Dhanbad 0.0% 0.2%
Jabalpur 0.0% 0.1%
117
Solapur 0.0% 0.1%
Varanasi 0.0% 0.1%
Others from North India 0.0% 9%
Others from South India 0.0% 14%
Others from East India 0.0% 6%
Others from West India 0.0% 7%
118
Table 6: City wise distribution within urban uptowns
Cities Urban uptowns All Users

Lucknow 16% 1%
Jaipur 10% 0.7%
Nagpur 10% 0.8%
Indore 9% 0.8%
Vadodara 9% 0.6%
Faridabad 8% 0.6%
Ludhiana 7% 0.6%
Bhopal 7% 0.7%
Patna 7% 0.6%
kanpur 6% 0.5%
Kochi 6% 0.5%
Madurai 5% 0.4%
Assansol 1.0% 0.2%
Delhi 0.0% 12%
Mumbai 0.0% 10%
Bangalore 0.0% 6%
Hyderabad 0.0% 5%
Chennai 0.0% 4%
Kolkata 0.0% 3%
Pune 0.0% 3%
Ahmadabad 0.0% 2%
Coimbatore 0.0% 0.9%
Surat 0.0% 0.6%
Mysore 0.0% 0.4%
Agra 0.0% 0.4%
Allahabad 0.0% 0.4%
Amritsar 0.0% 0.4%
Cuttack 0.0% 0.3%
Dehradun 0.0% 0.3%
Goa 0.0% 0.3%
Guwahati 0.0% 0.3%
Meerut 0.0% 0.3%
Nashik 0.0% 0.3%
Rajkot 0.0% 0.3%
Jodhpur 0.0% 0.3%
Mangalore 0.0% 0.2%
Raipur 0.0% 0.2%
Ranchi 0.0% 0.2%
Dhanbad 0.0% 0.2%
Jabalpur 0.0% 0.1%
119
Solapur 0.0% 0.1%
Varanasi 0.0% 0.1%
120
Table 7: City wise distribution within emerging towns
Cities Emerging Towns All Users

Visakhapatanam 17% 0.9%
Chandigarh 15% 0.8%
Thiruvanathapuram 11% 0.7%
Vijayavada 9% 0.5%
Nashik 8% 0.3%
Amritsar 7% 0.4%
Rajkot 6% 0.3%
Tiruchirapalli 6% 0.3%
Guwahati 6% 0.3%
Goa 5% 0.3%
Aurangabad 5% 0.3%
Jabalpur 4% 0.1%
Dhanbad 2% 0.2%
Delhi 0.0% 12%
Mumbai 0.0% 10%
Bangalore 0.0% 6%
Hyderabad 0.0% 5%
Chennai 0.0% 4%
Kolkata 0.0% 3%
Pune 0.0% 3%
Ahmadabad 0.0% 2%
Lucknow 0.0% 1%
Indore 0.0% 0.8%
Nagpur 0.0% 0.8%
Jaipur 0.0% 0.7%
Bhopal 0.0% 0.7%
Faridabad 0.0% 0.6%
Ludhiana 0.0% 0.6%
Patna 0.0% 0.6%
Surat 0.0% 0.6%
Vadodara 0.0% 0.6%
Kochi 0.0% 0.5%
kanpur 0.0% 0.5%
Madurai 0.0% 0.4%
Mysore 0.0% 0.4%
Agra 0.0% 0.4%
Allahabad 0.0% 0.4%
Cuttack 0.0% 0.3%
Dehradun 0.0% 0.3%
Meerut 0.0% 0.3%
Jodhpur 0.0% 0.3%
Mangalore 0.0% 0.2%
Raipur 0.0% 0.2%
Ranchi 0.0% 0.2%
Assansol 0.0% 0.2%
121
Solapur 0.0% 0.1%
Varanasi 0.0% 0.1%
122
Table 8: City wise distribution within other towns
Cities Others All Users

Bhubaneswar 1% 0.5%
Mysore 1.0% 0.4%
Allahabad 1.0% 0.4%
Cuttack 0.9% 0.3%
Dehradun 0.9% 0.3%
Ranchi 0.9% 0.2%
Agra 0.6% 0.4%
Meerut 0.6% 0.3%
Jodhpur 0.5% 0.3%
Mangalore 0.5% 0.2%
Raipur 0.5% 0.2%
Varanasi 0.5% 0.1%
Solapur 0.3% 0.1%
Delhi 0.0% 12%
Mumbai 0.0% 10%
Bangalore 0.0% 6%
Hyderabad 0.0% 5%
Chennai 0.0% 4%
Kolkata 0.0% 3%
Pune 0.0% 3%
Ahmadabad 0.0% 2%
Lucknow 0.0% 1%
Indore 0.0% 0.8%
Nagpur 0.0% 0.8%
Jaipur 0.0% 0.7%
Bhopal 0.0% 0.7%
Faridabad 0.0% 0.6%
Ludhiana 0.0% 0.6%
Patna 0.0% 0.6%
Surat 0.0% 0.6%
Vadodara 0.0% 0.6%
Kochi 0.0% 0.5%
kanpur 0.0% 0.5%
Madurai 0.0% 0.4%
Amritsar 0.0% 0.4%
Goa 0.0% 0.3%
Guwahati 0.0% 0.3%
Nashik 0.0% 0.3%
Rajkot 0.0% 0.3%
Assansol 0.0% 0.2%
123
Dhanbad 0.0% 0.2%
Jabalpur 0.0% 0.1%
Others from North India 23% 9%
Others from South India 36% 14%
Others from East India 14% 6%
Others from West India 17% 7%
Table 9: Region-wise break-ups
Region Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
North 11% 34% 17% 33% 22%
East 12% 0.3% 6% 22% 12%
South 49% 24% 57% 27% 40%
West 29% 41% 20% 18% 26%
124
Table 10: Preferred language of reading

Sample Base 10,405 2,464 1,504 10,687 25,060
English 50% 38% 38% 35% 41%
Hindi 12% 30% 11% 25% 19%
Tamil 6% 0.2% 18% 4% 6%
Telugu 8% 7% 7% 4% 6%
Malayalam 5% 5% 4% 5% 5%
Marathi 1% 8% 9% 3% 4%
Kannada 4% 5% 3% 3% 4%
Gujarati 5% 0.2% 0.1% 5% 4%
Bengali 5% 0.6% 1% 3% 3%
Oriya 0.4% 0.2% 0.6% 7% 3%
Punjabi 0.3% 2% 2% 2% 1%
Urdu 1% 1% 0.9% 1% 1%
Awadhi 2% 0.5% 0.5% 1% 1%
Assamese 0.1% 0.1% 2% 0.3% 0.5%
Konkani 0.2% 0.1% 1% 0.6% 0.5%
Marwari 0.5% 0.2% 0.2% 0.4% 0.4%
Bhojpuri 0.2% 0.4% 0.0% 0.3% 0.2%
Sindhi 0.1% 0.6% 0.1% 0.1% 0.2%
Tulu 0.0% 0.0% 0.1% 0.3% 0.1%
Dogri 0.1% 0.1% 0.1% 0.2% 0.1%
Haryanvi 0.0% 0.1% 0.1% 0.2% 0.1%
Kashmiri 0.1% 0.2% 0.1% 0.1% 0.1%
Maithili 0.0% 0.1% 0.1% 0.1% 0.1%
Bodo 0.1% 0.1% 0.2% 0.2% 0.1%
Bundeli 0.0% 0.0% 0.0% 0.0% 0.0%
Chhattisgarhi 0.0% 0.0% 0.0% 0.0% 0.0%
Kanauji 0.0% 0.0% 0.0% 0.1% 0.0%
Kurchi 0.0% 0.0% 0.0% 0.0% 0.0%
Manipuri 0.1% 0.0% 0.0% 0.0% 0.0%
Magahi 0.0% 0.0% 0.0% 0.1% 0.0%
Nepali 0.0% 0.0% 0.1% 0.1% 0.0%
Sanskrit 0.0% 0.0% 0.0% 0.1% 0.0%
Santhali 0.0% 0.0% 0.0% 0.1% 0.0%
Others 0.2% 0.2% 0.7% 0.3% 0.3%
125
Table 11: Socio economic classification
SEC Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
SEC A 27% 21% 20% 24% 24%
SEC B 31% 38% 31% 32% 32%
SEC C 22% 19% 28% 22% 23%
SEC D 13% 13% 17% 14% 14%
SEC E 7% 9% 4% 8% 7%
Table 12: Highest educational qualification
Education Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
Up to SSC/HSC 12% 16% 13% 14% 13%
College but not Graduate 23% 25% 23% 24% 23%
Grad. & above - gen. 40% 39% 40% 37% 39%
Grad. & above - proff. 26% 21% 24% 26% 25%
Table 13: Occupational break up
Occupation Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
Unemployed 32% 41% 43% 42% 38%
Employed 69% 59% 57% 58% 62%
126
Table 14: Function / field of occupation
Functions Metro Urban uptowns Emerging Towns Others All Users
Sample Base 7,040 1,487 872 5,820 15,219

Marketing/Sales 20% 13% 17% 16% 18%
Advertising/PR/Media 15% 20% 15% 15% 16%
Finance 11% 12% 10% 13% 11%
HR 10% 14% 15% 10% 11%
IT/Software 11% 8% 10% 10% 10%
Manufacturing 6% 6% 5% 5% 6%
Administration 3% 3% 5% 6% 4%
Academics 4% 4% 2% 2% 3%
Consultancy 3% 3% 3% 2% 3%
Others 19% 18% 19% 20% 19%
Table 15: Head of the household
Head Of The HH Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Head of the HH 50% 44% 46% 44% 47%
Not head of the HH 50% 56% 54% 56% 53%
Table 16: Monthly family income
Income Metro Urban uptowns Emerging Towns Others All Users

Sample Base 9,000 2,103 1,263 8,977 21,343
Up to 5K 10% 13% 18% 14% 13%
5-10K 22% 25% 26% 27% 25%
10-20K 25% 25% 25% 25% 25%
20-30K 16% 15% 11% 13% 14%
30-50K 13% 9% 8% 8% 10%
50-75K 5% 4% 4% 3% 4%
75-100K 3% 3% 3% 3% 3%
Above 100K 6% 6% 5% 6% 6%
127
Table 17: Most expensive vehicle owned by the household
Urban Emerging All

Vehicle Owned Metro Others
uptowns Towns Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Bi-Cycle 6% 7% 8% 9% 7%
Motor-Cycle/Scooter 39% 46% 45% 48% 44%
Small Car (Up to Rs.4 lakhs) 17% 22% 19% 18% 18%
Mid-Size Car (Rs.4 to 8 lakhs) 9% 10% 8% 7% 8%
Premium/Luxury Car (Above Rs.8 lakhs) 2% 2% 2% 2% 2%
Others 2% 1% 1% 1% 1%
Don't own a vehicle 26% 13% 17% 16% 19%
Table 18: Ownership of credit cards (individually)
Credit Card Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Single Card 19% 19% 18% 16% 18%
Multiple Cards 21% 15% 12% 11% 16%
No Credit Card 60% 66% 70% 73% 67%
128
Table 19: Household asset ownership
Asset Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
Color TV 94% 93% 92% 90% 92%
Mobile Phone 91% 90% 89% 89% 90%
Bank Account 83% 81% 82% 80% 82%
Fridge 78% 77% 75% 71% 75%
Cable TV/DTH 74% 73% 74% 69% 72%
Computer/Laptop 68% 69% 68% 64% 67%
Camera 66% 65% 61% 64% 64%
Landline Phone 63% 63% 61% 61% 62%
Life Insurance 61% 60% 60% 62% 61%
Home 55% 65% 59% 59% 58%
Debit Card 59% 63% 55% 54% 57%
Music System/DVD/MP3 56% 57% 53% 54% 55%
Washing Machine 58% 51% 51% 47% 52%
Credit Card 43% 36% 34% 27% 35%
Fixed Deposits 34% 34% 31% 36% 34%
Med. Insurance/CGHS 39% 33% 26% 28% 33%
Air Conditioner 28% 25% 25% 21% 25%
Microwave 27% 25% 23% 21% 24%
Mutual Funds 23% 25% 19% 21% 22%
Video Camera 24% 20% 18% 18% 21%
Demat Account 21% 20% 19% 18% 20%
Share of Companies 22% 21% 16% 18% 20%
IPod 11% 11% 9% 10% 10%
Chit Fund Deposits 6% 6% 11% 6% 7%
Table 20: Current loan liabilities
Loan Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
Home Loan 45% 44% 41% 46% 45%
Car Loan 23% 19% 21% 18% 20%
Two-wheeler Loan 12% 15% 15% 12% 13%
Education Loan 12% 13% 13% 12% 12%
Business Loan 7% 8% 12% 9% 9%
Personal Loan 3% 4% 4% 5% 4%
Consumer Durables 3% 3% 4% 2% 3%
Other 0.1% 0.1% 0.1% 0.2% 0.1%
None of Above 10% 9% 9% 10% 9%
129
Table 21: Years of experience in using internet
Experience Metro Urban uptowns Emerging Towns Others All Users

Sample Base 10,405 2,464 1,504 10,687 25,060
Less Than 6 Months 8% 12% 11% 11% 10%
6 Months-1 year 9% 11% 12% 11% 10%
1-2 years 14% 16% 18% 19% 16%
2-5 years 25% 27% 24% 27% 26%
5-6 years 13% 12% 12% 11% 12%
6 years and above 31% 23% 22% 22% 25%
Table 22: Place of accessing internet
Place Of Access Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Home 61% 60% 60% 56% 59%
Place of work 80% 78% 75% 77% 78%
Cyber cafe 46% 45% 48% 49% 47%
In transit 7% 5% 5% 5% 6%
Table 23: Type of internet connection at home
Connection Type Metro Urban uptowns Emerging Towns Others All Users
Sample Base 6,463 1,528 929 5,936 14,856
Regular Dial Up 12% 14% 13% 23% 16%
Broadband Dial Up 28% 30% 28% 25% 28%
24 Hrs Broadband 37% 33% 32% 23% 31%
Mobile Connection 3% 5% 7% 9% 6%
Wi Fi Connection 2% 1% 1% 2% 2%
Cable 10% 8% 10% 7% 9%
Lease/Dedicated line 0.5% 0.6% 0.3% 0.5% 0.5%
Others 1% 2% 2% 2% 2%
Don't Know 7% 6% 7% 8% 7%
130
Table 24: Type of internet connection at office
Connection Type Metro Urban uptowns Emerging Towns Others All Users
Sample Base 8,446 1,926 1,148 8,220 19,740
Regular Dial Up 5% 6% 6% 10% 7%
Broadband Dial Up 23% 27% 25% 26% 25%
24 Hrs Broadband 33% 33% 31% 27% 31%
Mobile Connection 1% 1% 2% 3% 2%
Wi Fi Connection 2% 3% 2% 3% 3%
Cable 6% 5% 7% 6% 6%
Lease/Dedicated line 8% 5% 6% 6% 6%
Others 2% 2% 3% 2% 2%
Don't Know 20% 19% 17% 18% 19%
Table 25: Service provider subscribed to at home
Service Provider Metro Urban uptowns Emerging Towns Others All Users
Sample Base 6,463 1,528 929 5,936 14,856
BSNL/Sancharnet 26% 33% 38% 46% 35%
Airtel/Bharti 15% 24% 14% 19% 17%
VSNL / Tata 13% 9% 10% 7% 10%
Local Cable Operator 9% 5% 10% 7% 8%
Sify 9% 5% 5% 4% 6%
Reliance 5% 8% 6% 6% 6%
MTNL 12% 3% 0.3% 1% 5%
Spectranet 0.2% 0.1% 0.0% 0.2% 0.1%
Others 7% 6% 12% 5% 7%
Don't Know 5% 6% 4% 6% 5%
131
Table 26: Service provider subscribed to at office
Service Provider Metro Urban uptowns Emerging Towns Others All Users
Sample Base 8,446 1,926 1,148 8,220 19,740
BSNL/Sancharnet 20% 26% 31% 38% 28%
Airtel/Bharti 16% 23% 8% 13% 15%
VSNL / Tata 15% 11% 11% 8% 11%
Reliance 5% 7% 6% 7% 6%
Sify 5% 4% 6% 4% 5%
MTNL 8% 3% 1% 2% 5%
Local Cable Operator 4% 2% 6% 4% 4%
Spectranet 0.4% 0.3% 0.2% 0.2% 0.3%
Others 7% 5% 12% 7% 8%
Don't Know 20% 18% 19% 17% 19%
Table 27: Frequency of accessing internet from home
Frequency Metro Urban uptowns Emerging Towns Others All Users

Sample Base 6,225 1,464 893 5,649 14,231
Over 5 times a Day 28% 22% 25% 20% 24%
2-5 times a Day 26% 27% 28% 27% 27%
Once Daily 32% 36% 30% 33% 33%
Once In 2-3 Days 9% 10% 9% 12% 10%
Once a Week 4% 3% 5% 5% 5%
1-3 times a Month 1% 1% 0.8% 1% 1%
Once in More than a Month 0.6% 0.8% 2% 0.9% 0.9%
Table 28: Frequency of accessing internet from office
Frequency Metro Urban uptowns Emerging Towns Others All Users

Sample Base 7,641 1,718 1,005 7,253 17,617
Over 5 times a Day 44% 38% 35% 32% 38%
2-5 times a Day 23% 25% 26% 26% 25%
Once Daily 22% 24% 23% 25% 24%
Once In 2-3 Days 6% 7% 8% 9% 7%
Once a Week 3% 4% 7% 5% 4%
1-3 times a Month 1% 1% 1% 1% 1%
Once in More than a Month 0.9% 2% 1% 2% 1%
132
Table 29: Time of the day accessing internet from home
Time Slot Metro Urban uptowns Emerging Towns Others All Users
Sample Base 6,080 1,429 870 5,526 13,905
Before 9.00 AM 5% 6% 6% 5% 5%
9.00 AM-12.00 Noon 7% 8% 6% 8% 8%
12.00 Noon - 3.00 PM 6% 7% 4% 7% 6%
3.00 PM-6.00 PM 5% 6% 8% 7% 6%
6.00 PM - 9.00 PM 17% 16% 21% 20% 18%
9.00 PM - 12.00 Midnight 37% 34% 33% 35% 35%
After 12.00 Midnight 4% 3% 3% 3% 3%
Throughout the Day 19% 19% 18% 15% 18%
Table 30: Time of the day accessing internet from office
Time Slot Metro Urban uptowns Emerging Towns Others All Users
Sample Base 7,662 1,728 1,013 7,277 17,680
Before 9.00 AM 2% 2% 2% 3% 2%
9.00 AM-12.00 Noon 20% 21% 23% 23% 22%
12.00 Noon - 3.00 PM 19% 24% 22% 21% 21%
3.00 PM-6.00 PM 12% 13% 14% 15% 13%
6.00 PM - 9.00 PM 8% 8% 7% 9% 8%
9.00 PM - 12.00 Midnight 3% 4% 4% 5% 4%
After 12.00 Midnight 2% 2% 1% 1% 2%
Throughout the Day 34% 28% 27% 24% 29%
Table 31: Duration of internet usage from home
Time Spent Metro Urban uptowns Emerging Towns Others All Users
Sample Base 6,129 1,441 865 5,580 14,015
Less than 30 Minutes 16% 14% 12% 14% 15%
30 to 60 Minutes 28% 29% 26% 28% 28%
1-2 Hours 33% 37% 37% 35% 35%
2-5 Hours 16% 16% 18% 18% 17%
5-8 Hours 3% 2% 3% 3% 3%
More than 8 Hours 3% 2% 3% 2% 3%
133
Table 32: Duration of internet usage from office
Sample Base 7,444 1,656 981 7,019 17,100
30 to 60 Minutes 24% 25% 25% 27% 25%
1-2 Hours 25% 27% 26% 28% 26%
2-5 Hours 15% 16% 17% 15% 15%
5-8 Hours 9% 7% 5% 6% 7%
Table 33: Duration of internet usage during weekdays
Sample Base 9,207 2,124 1,316 9,309 21,956
30 to 60 Minutes 20% 20% 20% 20% 20%
1-2 Hours 33% 34% 35% 34% 34%
2-5 Hours 23% 24% 25% 25% 24%
5-8 Hours 8% 7% 7% 7% 7%
Table 34: Duration of internet usage during weekends
Sample Base 8,175 1,893 1,176 8,278 19,522
30 to 60 Minutes 18% 18% 17% 17% 17%
1-2 Hours 30% 32% 32% 32% 31%
2-5 Hours 24% 24% 21% 24% 24%
5-8 Hours 9% 8% 11% 8% 9%
More than 8 Hours 9% 8% 11% 9% 9%
134
Table 35: Duration of PC usage from home
Sample Base 6,554 1,580 939 6,141 15,214
30 to 60 Minutes 20% 20% 21% 19% 20%
1-2 Hours 36% 37% 36% 37% 37%
2-5 Hours 21% 21% 22% 23% 22%
5-8 Hours 6% 5% 8% 8% 7%
Table 36: Duration of PC usage from office
Sample Base 7,884 1,789 1,044 7,483 18,200
30 to 60 Minutes 8% 10% 9% 10% 9%
1-2 Hours 14% 19% 19% 19% 17%
2-5 Hours 20% 24% 24% 24% 22%
5-8 Hours 28% 23% 24% 24% 26%
More than 8 Hours 26% 18% 19% 17% 21%
Table 37: Time spent by internet users on watching TV
Sample Base 9,150 2,171 1,333 9,308 21,962
30 to 60 Minutes 28% 29% 29% 28% 28%
1-2 Hours 43% 42% 41% 43% 43%
2-5 Hours 11% 12% 12% 11% 11%
5-8 Hours 1% 1% 2% 1% 1%
More than 8 Hours 0.6% 0.5% 0.6% 0.4% 0.5%
135
Table 38: Time spent by internet users on reading newspaper
Sample Base 9,312 2,232 1,356 9,601 22,501
30 to 60 Minutes 41% 41% 39% 41% 41%
1-2 Hours 13% 10% 12% 12% 12%
2-5 Hours 0.7% 0.7% 2% 0.8% 1%
5-8 Hours 0.1% 0.2% 0.1% 0.2% 0.2%
More than 8 Hours 0.2% 0.2% 0.3% 0.2% 0.2%
Table 39: Time spent by internet users on listening to radio
Sample Base 6,902 1,463 818 5,602 14,785
30 to 60 Minutes 27% 26% 24% 25% 26%
1-2 Hours 19% 19% 19% 18% 19%
2-5 Hours 6% 6% 5% 6% 6%
5-8 Hours 2% 3% 2% 2% 2%
Table 40: Professional activities

Sample Base 6,199 1,398 840 5,816 14,253
Emailing - work related 85% 82% 80% 82% 83%
Job Search 75% 73% 73% 72% 73%
Search work related info 53% 47% 46% 47% 49%
Check business/Financial news 33% 27% 26% 30% 30%
Check business travel info. 33% 30% 26% 28% 30%
Business/prof. networking 30% 23% 26% 24% 26%
Look for Seminar/workshops 25% 23% 23% 24% 24%
None of the Above 2% 3% 3% 3% 3%
136
Table 41: Personal activities

Sample Base 6,199 1,398 840 5,816 14,253
Emailing - personal 90% 90% 91% 88% 89%
Check news 63% 58% 59% 61% 61%
Chatting 59% 60% 64% 57% 59%
Check Sports 58% 55% 58% 58% 57%
Matrimonial search 47% 48% 50% 48% 48%
Astrology 44% 44% 47% 48% 46%
Search for product information 47% 43% 41% 44% 45%
Social networking/communities 44% 42% 44% 44% 44%
Check personal travel info. 48% 41% 39% 38% 43%
Share pictures 39% 41% 43% 38% 40%
Check hobby related info 33% 32% 32% 30% 32%
Check health & lifestyle info 32% 31% 27% 29% 30%
Check cinema content 29% 28% 30% 25% 28%
None of the above 0.6% 0.8% 0.7% 0.8% 0.7%
Table 42: Downloading activities

Sample Base 6,199 1,398 840 5,816 14,253
Music 60% 59% 64% 59% 60%
Online games 55% 54% 55% 54% 54%
Mobile contents 48% 50% 52% 51% 50%
Educational / Learning
47% 45% 49% 50% 48%
material
Screensavers/wallpapers 43% 49% 48% 47% 46%

Movies 30% 30% 30% 28% 29%
Adult content 18% 17% 21% 19% 18%
None of the above 13% 14% 12% 13% 13%
137
Table 43: E-commerce related activities
Sample Base 6,133 1,380 830 5,700 14,043

E-greetings 59% 59% 61% 56% 58%
Check financial info 47% 44% 44% 46% 46%
Check real estate info 40% 33% 35% 37% 37%
Net banking 37% 30% 27% 25% 31%
Book train tickets 32% 32% 26% 26% 29%
Buy non-travel products 30% 24% 22% 20% 25%
Book air tickets 31% 18% 20% 18% 23%
Online bill payment 28% 19% 22% 18% 23%
Online stock trading 16% 13% 11% 12% 13%
Net telephony 14% 12% 14% 11% 13%
Book hotels 9% 7% 9% 8% 8%
None of these 11% 13% 16% 15% 13%
Table 44: Online shopping
Online Shopping Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,405 2,464 1,504 10,687 25,060
Searched only 40% 44% 49% 50% 45%
Both searched and bought 50% 42% 37% 37% 43%
Neither searched nor bought 10% 13% 14% 13% 12%
Table 45: Blogging activities
Activity Metro Urban Emerging Others All

uptowns Towns Users
Sample Base 6,199 1,398 840 5,816 14,253
Check / read blogs at least once a week 23% 23% 23% 22% 23%
Check / read blogs less than once a week 9% 9% 10% 9% 9%
Comment on blog post at least once a week 7% 5% 8% 6% 7%
Comment on blog post less than once a
4% 4% 4% 4% 4%
week
Have a blog site of my own 3% 3% 2% 3% 3%
None of the above 69% 70% 70% 71% 70%
138
Table 46: Member of an online community
Membership Metro Urban uptowns Emerging Towns Others All Users
Sample Base 6,199 1,398 840 5,816 14,253

Not-members 60% 58% 57% 60% 59%
Members 40% 42% 43% 40% 41%
Table 47: Membership by type of online community
Membership Metro Urban uptowns Emerging Towns Others All Users

Sample Base 6,199 1,398 840 5,816 14,253
Not a member of any online 60% 58% 57% 60% 59%
community
Alumni & Schools 8% 8% 6% 7% 7%
Computers & Internet 5% 4% 8% 5% 5%
Romance & Relationships 4% 6% 5% 5% 5%
Business / Professional community 3% 3% 3% 3% 3%
Music 3% 2% 3% 3% 3%
Schools & Education 2% 4% 2% 3% 3%
Games 3% 3% 2% 2% 2%
Individuals 2% 3% 3% 2% 2%
Arts & Entertainment 2% 2% 2% 2% 2%
Cultures & Community 2% 2% 2% 1% 2%
Company 1% 2% 1% 2% 1%
Travel 1% 0.9% 0.5% 0.8% 0.9%
Religion & Beliefs 0.8% 1% 0.6% 0.7% 0.8%
Science & History 0.6% 0.5% 0.6% 1% 0.8%
Health, Wellness & Fitness 0.8% 0.3% 0.8% 0.7% 0.7%
Automotive 0.5% 0.5% 0.7% 0.6% 0.5%
Family & Home 0.6% 0.4% 0.8% 0.4% 0.5%
Countries & Regional 0.3% 0.3% 0.5% 0.4% 0.4%
Fashion & Beauty 0.4% 0.5% 0.4% 0.4% 0.4%
Hobbies & Crafts 0.4% 0.3% 0.4% 0.3% 0.4%
Recreation & Sports 0.2% 1% 0.2% 0.1% 0.3%
Cities & Neighborhoods 0.2% 0.1% 0.1% 0.1% 0.2%
Gay, Lesbian & Bi 0.2% 0.0% 0.3% 0.2% 0.2%
Government & Politics 0.2% 0.2% 0.2% 0.1% 0.2%
Pets & Animals 0.2% 0.1% 0.1% 0.2% 0.2%
Food, Drink & Wine 0.1% 0.1% 0.1% 0.1% 0.1%
139
Table 48: Usage of other language websites

Sample Base 6,199 1,398 840 5,816 14,253
Use other language websites 11% 11% 13% 12% 12%
Use only English websites 89% 89% 87% 88% 88%
Table 49: Online activities desired in other languages

Sample Base 6,199 1,398 840 5,816 14,253
Email 60% 62% 61% 62% 61%
Chatting 44% 46% 49% 46% 46%
Entertainment 43% 46% 46% 46% 45%
Search information 32% 32% 34% 33% 33%
Online news 30% 32% 33% 32% 31%
Online learning / education 30% 29% 31% 32% 31%
Astrology 22% 23% 23% 25% 23%
Online shopping 19% 16% 16% 18% 18%
Travel related information 18% 17% 15% 15% 16%
Matrimony 13% 14% 12% 14% 13%
Blog 12% 10% 12% 12% 12%
Not Interested 23% 20% 19% 20% 21%
140
Table 50: Problems faced while surfing the internet
Problems faced Metro Urban uptowns Emerging Towns Others All Users
Sample Base 6,199 1,398 840 5,815 14,252
Slow website opening 62% 60% 59% 63% 62%
Virus / spyware 51% 48% 47% 49% 49%
Spam / junk mails 54% 46% 48% 45% 49%
Unsolicited ads/pop-ups 49% 42% 43% 41% 45%
Difficult to connect 34% 34% 35% 35% 35%
Lack of response to queries 28% 24% 27% 26% 27%
Cumbersome navigation 14% 10% 11% 12% 12%
Lack of local language content 8% 7% 9% 9% 9%
Never faced any problem 8% 8% 10% 9% 8%
Others 2% 1% 1% 2% 2%
141
Table 51: Top of mind unaided recall - all websites

Sample Base 10,188 2,405 1,460 10,380 24,433
Yahoo 29% 27% 33% 31% 30%
Google 30% 26% 29% 24% 27%
Rediff 10% 13% 9% 13% 12%
Orkut 4% 7% 4% 5% 5%
Gmail 3% 3% 2% 3% 3%
Hotmail 2% 1% 2% 1% 2%
Indiatimes 1% 1% 0.3% 0.9% 1%
Contest2win 0.7% 0.7% 0.5% 0.3% 0.6%
MSN 0.5% 0.4% 0.5% 0.5% 0.5%
Naukri 0.5% 0.4% 0.5% 0.6% 0.5%
Sify 0.6% 0.8% 0.2% 0.4% 0.5%
Moneycontrol 0.4% 0.3% 0.1% 0.6% 0.4%
Microsoft 0.4% 0.4% 0.6% 0.3% 0.4%
Ebay 0.4% 0.1% 0.4% 0.2% 0.3%
Monster 0.3% 0.4% 0.2% 0.2% 0.3%
Nokia 0.4% 0.1% 0.3% 0.3% 0.3%
Santabanta 0.2% 0.1% 0.5% 0.6% 0.3%
Wikipedia 0.4% 0.6% 0.2% 0.2% 0.3%
WWE 0.2% 0.4% 0.9% 0.3% 0.3%
India 0.4% 0.2% 0.1% 0.2% 0.3%
Espnstar 0.2% 0.2% 0.2% 0.2% 0.2%
Freshersworld 0.1% 0.3% 0.4% 0.3% 0.2%
Howstuffworks 0.1% 0.0% 0.7% 0.1% 0.2%
ICICIbank 0.3% 0.2% 0.0% 0.2% 0.2%
IRCTC 0.0% 0.6% 0.0% 0.2% 0.2%
NDTV 0.3% 0.2% 0.1% 0.1% 0.2%
Reliance 0.1% 0.0% 0.3% 0.2% 0.2%
Funmaza 0.1% 0.0% 0.0% 0.7% 0.2%
India games 0.1% 0.1% 0.4% 0.1% 0.2%
You tube 0.3% 0.5% 0.3% 0.1% 0.2%
BBC 0.1% 0.0% 0.2% 0.1% 0.1%
BSNL 0.1% 0.1% 0.0% 0.2% 0.1%
CBSE 0.0% 0.0% 0.0% 0.1% 0.1%
Cricinfo 0.2% 0.0% 0.0% 0.2% 0.1%
Download 0.1% 0.2% 0.0% 0.1% 0.1%
Hi5 0.0% 0.0% 0.3% 0.1% 0.1%
Hpindia 0.1% 0.0% 0.0% 0.1% 0.1%
ICICIDirect 0.1% 0.1% 0.2% 0.1% 0.1%
Indiafm 0.1% 0.1% 0.0% 0.0% 0.1%
Manoramaonline 0.0% 0.5% 0.0% 0.1% 0.1%
NSEindia 0.1% 0.0% 0.2% 0.1% 0.1%
Raaga 0.2% 0.1% 0.2% 0.1% 0.1%
Sharekhan 0.1% 0.0% 0.5% 0.0% 0.1%
Sony 0.1% 0.0% 0.0% 0.2% 0.1%
Timesjob 0.2% 0.2% 0.0% 0.1% 0.1%
Timesofindia 0.2% 0.1% 0.0% 0.1% 0.1%
142
Ebizel 0.1% 0.0% 0.2% 0.2% 0.1%
Makemytrip 0.1% 0.0% 0.0% 0.1% 0.1%
Yatra 0.1% 0.0% 0.0% 0.1% 0.1%
Zapak 0.1% 0.3% 0.1% 0.2% 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 0.1% 0.0% 0.0% 0.0% 0.0%
Economictimes 0.1% 0.0% 0.0% 0.0% 0.0%
HDFC 0.1% 0.0% 0.0% 0.0% 0.0%
Indiabulls 0.0% 0.0% 0.1% 0.0% 0.0%
Indiainfoline 0.0% 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 0.0% 0.0% 0.0% 0.1% 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% 0.1% 0.0% 0.0% 0.0%
VSNL 0.0% 0.0% 0.0% 0.0% 0.0%
Rcm business 0.0% 0.0% 0.0% 0.0% 0.0%
Mail2 web 0.0% 0.0% 0.0% 0.0% 0.0%
Airtel 0.0% 0.0% 0.0% 0.0% 0.0%
Others 12% 13% 10% 13% 12%
143
Table 52: Most used website - all websites

Sample Base 6,121 1,379 829 5,746 14,075
Google 32% 29% 30% 26% 29%
Yahoo 26% 24% 30% 28% 27%
Rediff 10% 13% 8% 12% 11%
Orkut 6% 12% 8% 8% 8%
Gmail 4% 2% 4% 4% 4%
Hotmail 2% 1% 2% 1% 2%
Indiatimes 1% 0.4% 0.3% 0.9% 0.9%
Wikipedia 0.3% 1% 0.3% 0.8% 0.6%
Moneycontrol 0.7% 0.4% 0.1% 0.6% 0.5%
Naukri 0.6% 0.3% 0.6% 0.5% 0.5%
Sify 0.6% 0.2% 0.1% 0.6% 0.5%
Ebay 0.6% 0.0% 0.8% 0.0% 0.4%
MSN 0.6% 0.5% 0.3% 0.1% 0.4%
Icicibank 0.2% 0.4% 0.0% 0.5% 0.3%
Icicidirect 0.2% 0.2% 0.4% 0.4% 0.3%
Santabanta 0.1% 0.2% 0.3% 0.5% 0.3%
Contest2win 0.6% 0.3% 0.1% 0.2% 0.3%
Download 0.3% 0.0% 0.1% 0.3% 0.2%
Monster 0.2% 0.1% 0.1% 0.3% 0.2%
Nseindia 0.2% 0.6% 0.1% 0.1% 0.2%
Raaga 0.3% 0.1% 0.3% 0.1% 0.2%
WWE 0.1% 0.6% 0.0% 0.2% 0.2%
Youtube 0.3% 0.1% 0.0% 0.2% 0.2%
Bseindia 0.2% 0.3% 0.2% 0.0% 0.2%
Espnstar 0.2% 0.2% 0.0% 0.1% 0.1%
Sharekhan 0.1% 0.0% 0.0% 0.2% 0.1%
Timesjob 0.1% 0.3% 0.1% 0.1% 0.1%
Others 12% 13% 15% 14% 13%
Table 53: Preferred website for emailing

Sample Base 10,405 2,464 1,504 10,687 25,060
Yahoo 50% 54% 61% 53% 53%
Gmail 23% 17% 17% 19% 20%
Rediff 16% 22% 14% 21% 18%
Hotmail 7% 5% 7% 3% 6%
Sify 1% 2% 0.4% 1% 1%
Indiatimes 1% 0.6% 0.3% 1% 0.9%
Sancharnet/BSNL 0.5% 0.3% 0.3% 1% 0.7%
VSNL 0.8% 0.1% 0.0% 0.5% 0.5%
Lycos 0.1% 0.1% 0.2% 0.3% 0.2%
AOL 0.0% 0.0% 0.0% 0.2% 0.1%
144
Table 54: Multiple user shares of email websites

Sample Base 10,405 2,464 1,504 10,687 25,060
Yahoo 89% 89% 91% 89% 89%
Gmail 61% 61% 62% 54% 59%
Rediff 55% 59% 55% 58% 57%
Hotmail 40% 35% 39% 28% 36%
Indiatimes 21% 14% 12% 17% 17%
Sify 13% 13% 15% 12% 13%
Sancharnet/BSNL 5% 6% 10% 9% 7%
VSNL 6% 3% 5% 2% 4%
AOL 3% 3% 3% 2% 3%
Lycos 2% 2% 2% 2% 2%
Others 5% 5% 2% 4% 4%
Table 55: Number of email accounts and average per capita email Ids
Urban Emerging
No. of email a/c Metro Others All Users
uptowns Towns
Sample Base 10,405 2,464 1,504 10,687 25,060
1 email id 13% 14% 15% 17% 15%
2 email ids 27% 29% 30% 28% 28%
3 email ids 26% 29% 26% 28% 27%
4 email ids 18% 18% 16% 15% 17%
5 or more email ids 16% 12% 14% 12% 14%
Average email ids 3.1 2.9 2.9 2.9 3
145
Table 56: Preferred website for job search

Sample Base 4,565 999 610 4,213 10,387
Naukri 39% 39% 37% 32% 37%
Monster 26% 29% 26% 29% 27%
Timesjobs 16% 12% 11% 13% 14%
Google 4% 4% 10% 6% 5%
Yahoo 3% 3% 2% 3% 3%
Rediff 2% 2% 1% 2% 2%
Freshersworld 0.8% 2% 2% 2% 2%
Indiatimes 1% 0.9% 1% 2% 1%
Jobs 1% 0.8% 0.5% 2% 1%
Jobsahead 1% 0.9% 1% 1% 1%
Jobstreet 0.6% 0.1% 0.9% 0.9% 0.7%
Jobsearch 0.3% 1% 0.4% 1% 0.6%
Clickjobs 0.7% 0.5% 0.1% 0.4% 0.5%
Devnetjobs 0.2% 0.6% 0.0% 0.2% 0.2%
Jobsindia 0.2% 0.0% 0.0% 0.2% 0.1%
Others 5% 5% 7% 5% 5%
146
Table 57: Preferred website for mobile content

Sample Base 2,946 681 412 2,873 6,912
Yahoo 13% 14% 16% 14% 14%
Rediff 13% 13% 9% 13% 12%
Google 9% 12% 14% 9% 10%
Nokia 10% 7% 10% 7% 9%
Mobile9 5% 4% 4% 4% 4%
Hutch 4% 3% 6% 2% 3%
Ringtones 2% 3% 4% 4% 3%
Funmaza 2% 4% 2% 4% 3%
Airtel 4% 2% 1% 2% 3%
Mobango 2% 3% 0.6% 2% 2%
Zedge 2% 2% 4% 2% 2%
Sify 2% 2% 3% 1% 2%
Sonyericsson 2% 0.6% 1% 0.8% 1%
Santabanta 0.5% 2% 0.5% 1% 0.8%
Games 1% 1% 0.1% 0.7% 0.8%
Cooltoad 0.6% 1% 1% 0.4% 0.7%
Masti4India 0.8% 2% 0.1% 0.6% 0.7%
Mobileringtones 0.9% 0.7% 0.0% 0.8% 0.7%
Download 0.4% 1% 0.0% 0.8% 0.6%
Freeringtones 0.8% 0.6% 0.4% 0.5% 0.6%
R World 0.9% 0.7% 0.1% 0.5% 0.6%
Tagtag 0.3% 1% 0.2% 0.9% 0.6%
Motozone 0.4% 0.4% 0.0% 1% 0.6%
Getjar 0.4% 0.2% 0.7% 0.9% 0.6%
Mauj 0.4% 0.3% 0.4% 0.7% 0.5%
Papuyaar 0.3% 1% 0.0% 0.3% 0.4%
Samsungmobile 0.6% 0.0% 0.3% 0.3% 0.4%
Zapak 0.4% 0.1% 0.6% 0.3% 0.4%
Cellebrum 0.1% 0.0% 0.3% 0.7% 0.3%
MSN 0.5% 0.3% 0.0% 0.3% 0.3%
Idea 0.2% 0.0% 0.8% 0.4% 0.3%
Hungama 0.3% 0.2% 0.0% 0.4% 0.2%
Indiafm 0.1% 0.1% 0.1% 0.3% 0.2%
Raaga 0.3% 0.2% 0.1% 0.1% 0.2%
Dotsis 0.2% 0.2% 0.0% 0.2% 0.2%
BSNL 0.3% 0.1% 0.1% 0.3% 0.2%
Apniisp 0.4% 0.0% 0.1% 0.1% 0.2%
Others 12% 13% 14% 16% 14%
147
Table 58: Preferred website for sports

Sample Base 3,344 712 446 3,164 7,666
Espnstarsports 27% 35% 33% 26% 29%
Cricinfo 16% 11% 13% 12% 14%
Yahoo 10% 16% 10% 14% 12%
Google 7% 6% 12% 8% 8%
Rediff 8% 9% 6% 8% 8%
Sports 4% 3% 3% 6% 4%
Cricketnext 2% 0.9% 4% 2% 2%
NDTV 3% 0.6% 2% 2% 2%
Tensports 2% 3% 0.7% 2% 2%
Sify 2% 0.6% 2% 3% 2%
WWE 1% 3% 2% 2% 2%
MSN 2% 0.8% 1% 1% 1%
BBC Sports 0.8% 0.7% 1% 0.7% 0.8%
Timesofindia 1% 0.3% 0.2% 0.5% 0.7%
Khel 0.6% 0.2% 0.2% 0.5% 0.5%
Iccworldcup 0.5% 0.6% 0.0% 0.9% 0.5%
DD Sports 0.5% 0.6% 0.0% 0.4% 0.4%
CNN 0.3% 0.3% 0.2% 0.8% 0.4%
Cricbuzz 0.4% 0.2% 0.0% 0.3% 0.3%
Zeesports 0.1% 0.4% 0.1% 0.2% 0.2%
Others 8% 6% 8% 8% 8%
148
Table 59: Preferred website for travel products

Sample Base 3,324 680 376 2,709 7,089
Makemytrip 18% 15% 18% 15% 17%
Yatra 16% 15% 19% 15% 16%
IRCTC 14% 22% 16% 14% 15%
Google 10% 12% 14% 10% 11%
Yahoo 6% 8% 8% 12% 8%
Rediff 5% 5% 3% 6% 5%
Travel 2% 3% 2% 3% 3%
Travelguru 3% 2% 2% 2% 2%
Cleartrip 3% 1% 2% 0.9% 2%
Airdeccan 2% 1% 2% 1% 2%
Airindia 0.7% 2% 0.0% 1% 0.9%
Travel India 0.7% 2% 0.5% 0.7% 0.8%
Jetairways 1% 0.1% 0.6% 0.5% 0.7%
Sify 0.7% 0.2% 0.5% 1% 0.7%
Rajtravels 1% 0.4% 0.4% 0.6% 0.7%
MSN 0.5% 0.5% 2% 0.2% 0.6%
Tours 1% 0.4% 0.1% 0.4% 0.6%
Goair 0.6% 0.6% 0.2% 0.3% 0.4%
Indianairlines 0.3% 0.3% 0.4% 0.5% 0.4%
Spicejet 0.7% 0.1% 0.0% 0.4% 0.4%
Indiatravels 0.5% 0.0% 0.0% 0.5% 0.3%
Incredibleindia 0.3% 0.6% 0.1% 0.4% 0.3%
Hotels 0.3% 0.2% 0.2% 0.3% 0.3%
Flykingfisher 0.4% 0.1% 0.0% 0.2% 0.2%
Travelocity 0.2% 0.0% 0.0% 0.2% 0.2%
KSRTC 0.2% 0.0% 0.0% 0.1% 0.1%
Thomascook 0.2% 0.1% 0.0% 0.1% 0.1%
Airsahara 0.0% 0.0% 0.0% 0.0% 0.0%
Sitatours 0.1% 0.0% 0.0% 0.0% 0.0%
Others 9% 8% 8% 11% 9%
149
Table 60: Preferred website for matrimony

Sample Base 2,852 642 393 2,788 6,675
Bharatmatrimony 29% 30% 33% 26% 29%
Shaadi 31% 30% 20% 28% 28%
Google 5% 3% 7% 6% 6%
Jeevansaathi 5% 10% 4% 5% 6%
Yahoo 4% 5% 6% 6% 5%
Matrimony 5% 5% 6% 4% 5%
Rediff 3% 3% 2% 5% 3%
Tamilmatrimony 5% 2% 1% 3% 3%
Simplymarry 3% 3% 1% 5% 3%
Matrimonial 2% 0.6% 2% 2% 2%
Telugumatrimony 1% 0.7% 2% 1% 1%
Keralamatrimony 0.4% 2% 2% 0.5% 0.9%
Indiamatrimony 0.3% 2% 2% 0.5% 0.9%
Indiatimes 1% 0.3% 0.1% 1% 0.8%
Indianmatrimony 0.4% 0.0% 2% 0.2% 0.6%
MSN 0.4% 0.3% 2% 0.2% 0.5%
Sify 0.3% 0.1% 0.2% 0.8% 0.4%
Punjabmatrimony 0.1% 0.3% 0.5% 0.3% 0.3%
Matchmaker 0.0% 0.0% 0.1% 0.4% 0.2%
Oriyamatrimony 0.0% 0.0% 0.0% 0.7% 0.2%
Bengalimatrimony 0.5% 0.0% 0.0% 0.1% 0.2%
Marathimatrimony 0.0% 0.7% 0.0% 0.1% 0.1%
Hindimatrimony 0.0% 0.3% 0.0% 0.0% 0.1%
Gujuratimatrimony 0.1% 0.0% 0.0% 0.0% 0.1%
Urdumatrimony 0.0% 0.0% 0.0% 0.2% 0.1%
Agarwal2Agarwal 0.1% 0.0% 0.0% 0.0% 0.0%
Sindhimatrimony 0.0% 0.0% 0.0% 0.1% 0.0%
Others 4% 3% 6% 4% 4%
150
Table 61: Preferred website for financial news/info

Sample Base 2,798 601 338 2,470 6,207
Moneycontrol/CNBC 14% 15% 9% 13% 13%
Google 12% 13% 19% 11% 13%
Yahoo 11% 11% 13% 13% 12%
ICICI Direct/ICICI Bank 7% 10% 5% 7% 7%
Rediff 6% 8% 4% 8% 6%
Sharekhan 4% 4% 6% 4% 4%
NDTV/NDTVprofit 5% 4% 3% 3% 4%
Economictimes 5% 2% 2% 3% 3%
Stockmarket 2% 1% 3% 3% 2%
NSE 2% 3% 1% 1% 2%
Sify 1% 1% 2% 2% 2%
Business 1% 0.3% 2% 1% 1%
Financialnews 0.9% 0.8% 2% 2% 1%
CNN 1% 2% 0.8% 1% 1%
Indiabulls 1% 1% 1% 0.8% 1%
MSN 1% 2% 0.7% 1% 1%
Timesofindia 2% 0.2% 0.4% 1% 1%
Financialexpress 1% 0.8% 1% 0.4% 0.9%
HDFC 0.4% 0.7% 2% 0.7% 0.8%
BBC 0.6% 0.0% 1% 1% 0.8%
Kotaksecurities 0.8% 0.3% 1% 0.2% 0.6%
Zeebusiness 0.4% 1% 0.4% 0.7% 0.6%
Indiainfoline 0.5% 1% 0.1% 0.5% 0.5%
Ibnlive 0.5% 0.6% 0.6% 0.3% 0.5%
Efinancialnews 0.4% 1% 0.0% 0.6% 0.5%
Equitymaster 0.5% 0.4% 0.0% 0.6% 0.4%
Valueresearch 0.5% 0.1% 0.0% 0.5% 0.4%
Manoramaonline 0.0% 0.1% 1% 0.4% 0.4%
Reliancemoney 0.3% 0.0% 0.4% 0.4% 0.3%
Capitalmarket 0.3% 0.2% 0.2% 0.1% 0.2%
Karvey 0.2% 0.1% 0.0% 0.3% 0.2%
5Paisa 0.1% 0.0% 0.1% 0.3% 0.1%
Others 14% 14% 14% 14% 14%
151
Table 62: Preferred website for cinema

Sample Base 3,000 622 385 2,876 6,883
Yahoo 9% 15% 11% 13% 11%
Google 8% 7% 12% 9% 9%
Bollywood 4% 4% 4% 7% 5%
PVR Cinemas 7% 9% 0.7% 3% 5%
Indiafm 4% 5% 3% 6% 5%
Rediff 5% 4% 3% 6% 5%
Cinema 4% 4% 3% 4% 4%
Santabanta 1% 7% 2% 5% 3%
Movies 2% 2% 4% 4% 3%
Tamilcinemas 3% 3% 2% 2% 3%
Idlebrain 1% 0.3% 7% 2% 2%
Sify 2% 1% 2% 4% 2%
Indiaglitz 2% 1% 4% 1% 2%
Imdb 1% 2% 5% 0.4% 2%
Funcinemas 2% 1% 1% 0.9% 2%
Raaga 0.9% 0.5% 3% 2% 1%
Youtube 1% 2% 0.7% 1% 1%
Inox 2% 2% 0.1% 0.4% 1%
Zeecinemas 0.6% 1% 0.3% 2% 1%
Indiancinema 0.8% 1% 2% 0.9% 1%
Thecinema 2% 0.4% 0.1% 0.0% 1%
Adlabs 1% 0.8% 0.2% 0.6% 0.9%
MSN 1% 0.3% 2% 0.4% 0.9%
Satyamcinema 2% 0.7% 0.0% 0.2% 0.9%
Galatta 0.7% 2% 0.0% 0.6% 0.8%
Indya 0.6% 0.3% 0.3% 1% 0.8%
Cinemax 1% 0.9% 0.3% 0.3% 0.7%
Teluguone 0.8% 0.0% 2% 0.3% 0.7%
Andhravilas 0.2% 0.0% 3% 0.4% 0.7%
Filmfare 0.5% 0.9% 0.4% 0.7% 0.6%
Hollywood 0.5% 0.9% 0.4% 0.4% 0.5%
Musicindiaonline 0.2% 0.3% 2% 0.2% 0.5%
Cinesouth 0.3% 0.0% 2% 0.2% 0.5%
NDTV 0.2% 0.2% 0.8% 0.6% 0.4%
Smashits 0.6% 0.1% 0.0% 0.3% 0.4%
Timesofindia 0.6% 0.0% 0.0% 0.4% 0.4%
Starmovies 0.2% 0.0% 0.8% 0.8% 0.4%
Malayalamcinema 0.1% 2% 0.4% 0.4% 0.4%
Chitraloka 0.7% 0.0% 0.0% 0.3% 0.4%
Yashrajfilms 0.1% 0.2% 0.6% 0.4% 0.3%
Prasad2 0.6% 0.0% 0.0% 0.2% 0.3%
Funmala 0.4% 0.1% 0.1% 0.2% 0.3%
Sonypictures 0.1% 0.1% 0.4% 0.3% 0.2%
Glamsham 0.2% 0.2% 0.2% 0.1% 0.2%
Others 19% 14% 14% 15% 16%
152
Table 63: Preferred website for online share/stock trading

Sample Base 824 169 80 485 1,558
ICICI Direct 36% 30% 44% 36% 36%
Sherkhan 23% 29% 11% 21% 22%
Indiabulls 7% 8% 6% 7% 7%
Kotaksecurities 6% 1% 3% 3% 4%
Religare 2% 5% 10% 3% 4%
5Paisa 3% 1% 0.4% 6% 3%
BSE 3% 3% 4% 2% 3%
NSE 3% 1% 2% 2% 3%
Geojit 0.7% 5% 9% 1% 2%
hdfcsec 3% 0.4% 0.9% 2% 2%
Reliancemoney 1% 0.2% 3% 2% 1%
Karvy 0.1% 2% 0.0% 0.7% 0.5%
Angeltrade 0.7% 1% 0.0% 0.0% 0.5%
Others 12% 13% 9% 15% 13%
153
Table 64: Preferred website for games

Sample Base 3,272 708 431 2,972 7,383
Yahoo 19% 16% 18% 17% 18%
Zapak 18% 21% 12% 18% 17%
Google 7% 7% 13% 9% 9%
Games 6% 8% 8% 6% 7%
Miniclip 5% 3% 3% 3% 4%
Rediff 3% 4% 3% 4% 3%
Indiagames 2% 1% 6% 4% 3%
Contest2Win 3% 2% 6% 2% 3%
MSN 2% 1% 4% 0.9% 2%
Onlinegames 2% 2% 1% 1% 2%
Indiatimes 2% 1% 0.8% 1% 2%
Download 1% 2% 0.7% 2% 1%
Easports 1% 4% 0.3% 1% 1%
Games2win 0.9% 2% 2% 0.3% 1%
Cricinfo 0.9% 1% 0.8% 1% 1%
Bigfishgames 1% 0.5% 0.9% 0.7% 0.8%
Freeonlinegames 0.5% 0.7% 0.9% 0.9% 0.7%
Sify 0.5% 1% 0.5% 1% 0.7%
Cartoonnetwork 0.8% 0.1% 0.2% 0.8% 0.6%
Freegames 0.7% 0.1% 0.7% 0.5% 0.6%
Hungama 1% 0.5% 0.1% 0.4% 0.6%
Funmaza 0.7% 0.6% 0.2% 0.6% 0.5%
Realarcade 0.5% 0.6% 0.6% 0.3% 0.5%
Funtoosh 0.1% 0.1% 0.1% 1% 0.4%
Gamehouse 0.2% 0.0% 2% 0.2% 0.4%
Gamespot 0.4% 0.5% 0.1% 0.6% 0.4%
Sports 0.4% 0.6% 0.1% 0.4% 0.4%
Stickcricket 0.6% 0.1% 0.0% 0.5% 0.4%
Santabanta 0.2% 0.5% 0.6% 0.6% 0.4%
Gamesonline 0.4% 0.8% 0.3% 0.3% 0.4%
Playgames 0.3% 0.1% 0.1% 0.6% 0.3%
Gamesworld 0.3% 0.3% 0.2% 0.4% 0.3%
Gamezone 0.3% 0.0% 0.1% 0.3% 0.2%
Toondisneyindia 0.3% 0.2% 0.1% 0.2% 0.2%
Arcade 0.2% 0.1% 0.2% 0.2% 0.2%
Others 18% 18% 15% 18% 17%
154
Table 65: Preferred website for online shopping

Sample Base 3,281 697 423 2,860 7,261
Ebay 35% 36% 39% 30% 34%
Rediff 23% 27% 24% 26% 25%
Google 7% 8% 9% 9% 8%
Yahoo 7% 8% 5% 8% 7%
Futurebazaar 5% 4% 6% 7% 6%
Shopping 1% 2% 0.7% 4% 2%
Sify 3% 1% 2% 2% 2%
Indiaplaza 2% 0.7% 0.8% 0.4% 1%
Onlineshopping 1% 0.8% 0.7% 1% 1%
Amazon 0.7% 2% 2% 0.4% 0.9%
MSN 0.6% 1% 2% 0.2% 0.7%
Timesofindia 0.6% 0.1% 0.0% 0.3% 0.3%
Others 6% 5% 6% 7% 6%
155
Table 66: Preferred website for online news

Sample Base 3,803 784 475 3,447 8,509
Yahoo 12% 16% 16% 15% 14%
NDTV 16% 12% 7% 9% 12%
Rediff 10% 8% 7% 10% 10%
Google 8% 8% 9% 9% 9%
Aajtak 4% 6% 2% 8% 5%
BBC 5% 5% 3% 5% 5%
Timesofindia 4% 2% 2% 4% 3%
CNN 4% 2% 4% 2% 3%
MSN 3% 3% 6% 3% 3%
Ibnlive 4% 2% 2% 2% 3%
Manoramaonline 0.3% 6% 5% 2% 3%
Thehindu 3% 1% 2% 2% 2%
Sify 2% 0.3% 3% 3% 2%
Eenadu 2% 0.0% 4% 2% 2%
Zeenews 1% 4% 0.6% 2% 2%
Jagran 0.6% 2% 0.1% 2% 1%
CNBC 0.9% 0.5% 2% 1% 1%
Dinamalar 0.6% 3% 0.3% 0.5% 0.9%
TV9 0.4% 0.0% 4% 0.2% 0.9%
Hindustantimes 0.5% 2% 0.8% 0.7% 0.7%
Starnews 0.9% 0.4% 0.1% 0.9% 0.7%
DD News 0.4% 1% 0.3% 0.9% 0.6%
Times 0.9% 0.5% 0.5% 0.4% 0.6%
Moneycontrol 0.4% 0.6% 0.2% 0.7% 0.5%
Economictimes 0.6% 0.6% 0.0% 0.3% 0.4%
Hinduonnet 0.5% 0.1% 0.0% 0.1% 0.3%
Esakal 0.4% 0.0% 0.2% 0.3% 0.3%
Midday 0.5% 0.0% 0.0% 0.1% 0.2%
Webduniya 0.0% 0.1% 0.0% 0.2% 0.1%
Others 8% 8% 13% 8% 9%
156
Table 67: Preferred website for friendship/dating

Sample Base 2,965 687 437 2,995 7,084
Orkut 34% 45% 33% 35% 36%
Yahoo 23% 24% 24% 23% 23%
Google 7% 6% 9% 8% 8%
Rediff 6% 5% 7% 7% 7%
Fropper 4% 3% 2% 3% 3%
Date 2% 2% 3% 2% 2%
Hi5 2% 1% 2% 2% 2%
Friendfinder 1% 2% 2% 2% 2%
Adultfriendfinder 2% 1% 0.4% 2% 2%
Friends 1% 0.3% 0.5% 3% 1%
MSN 1% 0.4% 2% 0.9% 1%
Tagged 0.9% 0.5% 2% 0.9% 1%
Friendship 1% 0.1% 1% 1% 0.9%
Sify 0.5% 0.8% 0.2% 0.6% 0.5%
Desimartini 0.4% 1% 0.1% 0.2% 0.5%
Batchmates 0.6% 0.1% 0.0% 0.3% 0.4%
Friendster 0.5% 0.7% 0.0% 0.1% 0.3%
Match 0.3% 0.0% 0.3% 0.1% 0.2%
Others 10% 6% 11% 10% 9%
157
Table 68: Preferred website for music

Sample Base 3,571 754 498 3,319 8,142
Raaga 24% 17% 29% 18% 22%
Yahoo 9% 10% 8% 12% 10%
Google 6% 6% 9% 8% 7%
Cooltoad 6% 6% 3% 4% 5%
Musicindiaonline 4% 4% 3% 6% 4%
Music 4% 4% 3% 4% 4%
Mp3 2% 3% 2% 2% 3%
Rediff 2% 3% 2% 3% 3%
Youtube 2% 3% 3% 2% 2%
Tamilsongs 2% 2% 2% 0.9% 2%
Papuyaar 1% 2% 2% 2% 2%
Smashits 2% 1% 0.8% 1% 2%
Songs 1% 2% 1% 2% 1%
Apniisp 2% 2% 0.6% 1% 1%
Mtv 1% 1% 2% 1% 1%
Livewire 1% 1% 0.1% 1% 1%
Dishant 1% 0.7% 1% 1% 1%
Indiatimes 1% 1% 0.4% 1% 1%
Pz10 0.1% 2% 2% 1% 1%
Bollywoodmusic 0.7% 1% 0.0% 1% 0.9%
Indiafm 1% 0.4% 0.9% 0.8% 0.9%
Sify 0.8% 0.6% 0.8% 1% 0.9%
Emusic 0.4% 1% 3% 0.6% 0.9%
Andhravilas 0.7% 0.0% 2% 0.6% 0.9%
Bollyexpress 0.8% 2% 0.0% 0.6% 0.8%
123music 0.9% 1% 0.3% 0.9% 0.8%
Bollyfm 0.8% 0.1% 1% 0.7% 0.7%
Musiconline 0.8% 0.6% 1% 0.6% 0.7%
Okesite 0.5% 2% 0.6% 0.7% 0.7%
Funmaza 0.6% 0.7% 0.3% 1% 0.7%
Indianmusic 0.6% 0.1% 0.2% 0.8% 0.5%
MSN 0.5% 0.2% 0.3% 0.7% 0.5%
Realplayer 0.6% 0.2% 0.8% 0.4% 0.5%
Downloads 0.4% 0.2% 0.4% 0.6% 0.5%
Mag4U 0.6% 0.5% 0.0% 0.4% 0.4%
Timesmusic 0.5% 0.1% 0.0% 0.5% 0.4%
Itunes 0.6% 0.0% 0.0% 0.5% 0.4%
Telgusongs 0.3% 0.0% 0.6% 0.2% 0.3%
Tamilmp3world 0.4% 0.2% 0.0% 0.4% 0.3%
Radiomirchi 0.3% 0.2% 0.0% 0.4% 0.3%
Musicworld 0.5% 0.0% 0.1% 0.2% 0.3%
Musicmazaa 0.5% 0.5% 0.1% 0.2% 0.3%
Desimusic 0.1% 0.2% 0.4% 0.4% 0.3%
Sonymusic 0.1% 0.1% 0.7% 0.1% 0.2%
Desiweb 0.2% 0.0% 0.0% 0.2% 0.1%
Others 13% 15% 12% 13% 13%
158
Table 69: Preferred info search engine - local language

Sample Base 1,626 385 223 1,619 3,853
Google 74% 75% 69% 77% 74%
Manoramaonline 1% 2% 3% 2% 2%
Guruji 2% 1% 3% 1% 2%
Webduniya 0.6% 4% 0.5% 1% 1%
Kerala 0.3% 0.1% 6% 0.4% 1%
Khoj 1% 2% 0.4% 2% 1%
Eenadu 2% 0.0% 2% 1% 1%
Webulagam 0.9% 0.1% 0.4% 1% 0.8%
MSN 0.6% 0.1% 3% 0.2% 0.8%
Chennaionline 1% 0.0% 0.0% 0.6% 0.6%
Jagran 0.6% 0.7% 0.0% 0.5% 0.5%
Others 17% 14% 13% 14% 15%
159
Table 70: Preferred website for real estate

Sample Base 2,403 460 276 1,990 5,129
Google 16% 16% 24% 17% 17%
Magicbricks 20% 13% 8% 11% 14%
Yahoo 11% 15% 16% 16% 14%
99acres 13% 8% 8% 9% 10%
Realestates 9% 9% 11% 12% 10%
Rediff 6% 7% 4% 8% 7%
Indiaproperty 5% 3% 5% 5% 5%
Property 4% 1% 3% 4% 3%
Sify 0.7% 2% 0.5% 2% 1%
Sulekha 2% 0.7% 0.0% 0.4% 1%
MSN 0.5% 0.5% 0.3% 0.6% 0.5%
Manoramaonline 0.0% 0.1% 2% 0.6% 0.5%
Realtor 0.2% 0.3% 1% 0.1% 0.4%
Indiabulls 0.1% 1% 0.3% 0.7% 0.4%
Chennaionline 0.8% 0.0% 0.0% 0.2% 0.4%
NDTV 0.4% 0.2% 0.3% 0.3% 0.3%
Keralarealestate 0.0% 1% 0.0% 0.4% 0.3%
Others 10% 19% 14% 11% 12%
Table 71: Preferred info search engine - English

Sample Base 3,473 759 456 3,186 7,874
Google 77% 76% 69% 76% 75%
Yahoo 8% 10% 14% 10% 10%
English 3% 2% 3% 4% 3%
Rediff 2% 2% 2% 3% 2%
Wikipedia 2% 0.5% 2% 0.9% 1%
Dictionary 1% 1% 2% 0.5% 1%
MSN 0.6% 1% 2% 0.9% 1%
Indiatimes 0.5% 0.1% 0.5% 0.5% 0.5%
BBC 0.1% 0.4% 2% 0.2% 0.5%
Sify 0.5% 0.1% 0.2% 0.5% 0.4%
Timesofindia 0.4% 0.0% 0.2% 0.3% 0.3%
Altavista 0.4% 0.4% 0.5% 0.2% 0.3%
Others 4% 6% 5% 4% 5%
160
Table 72: Preferred website for instant messaging

Sample Base 3,759 849 520 3,504 8,632
Yahoo 62% 66% 67% 59% 63%
Google Talk 15% 11% 13% 14% 14%
Rediffbol 8% 11% 10% 13% 10%
MSN 7% 4% 6% 4% 5%
Orkut 2% 4% 2% 4% 3%
Meebo 2% 1% 1% 0.9% 1%
Skype 0.7% 0.9% 0.6% 0.3% 0.6%
Indiatimes 0.4% 0.2% 0.4% 0.6% 0.4%
AIM 0.4% 0.1% 0.0% 0.3% 0.3%
Others 3% 2% 0.6% 5% 3%
Table 73: Preferred website for social networking/communities

Sample Base 2,368 497 302 2,060 5,227
Orkut 65% 66% 64% 61% 64%
Yahoo 14% 16% 17% 16% 16%
MSN 1% 1% 2% 1% 1%
Friends 0.5% 0.1% 0.1% 3% 1%
Communities 0.9% 1% 1% 1% 1%
Hi5 1% 0.6% 0.9% 0.7% 0.9%
Myspace 0.5% 2% 0.2% 0.4% 0.6%
Tagged 0.5% 0.5% 0.1% 0.3% 0.4%
Fropper 0.7% 0.0% 0.4% 0.1% 0.4%
Bharatstudent 0.3% 0.0% 0.3% 0.7% 0.4%
Ryze 0.6% 0.0% 0.0% 0.1% 0.3%
Linkedin 0.8% 0.0% 0.0% 0.1% 0.3%
Others 14% 13% 13% 15% 14%
161
Table 74: Preferred website for astrology

Sample Base 2,703 634 380 2,640 6,357
Yahoo 20% 24% 23% 22% 22%
Astrology 17% 19% 26% 16% 19%
Google 11% 10% 14% 11% 11%
Rediff 10% 8% 7% 10% 9%
Indiatimes astrospeak 10% 8% 5% 7% 8%
Sarafreder 2% 1% 1% 5% 3%
Sify 3% 2% 0.6% 3% 3%
MSN 2% 4% 3% 2% 3%
Horoscope 2% 0.2% 4% 3% 2%
Astrolife 2% 3% 2% 1% 2%
Indianastrology 1% 0.6% 1% 0.3% 0.8%
Astrogyan 1% 0.0% 0.7% 0.8% 0.8%
Timesofindia 2% 0.2% 0.0% 0.6% 0.8%
Astroyogi 0.9% 2% 0.6% 0.5% 0.8%
Webduniya 0.3% 0.6% 0.4% 1% 0.7%
Webulagam 0.2% 0.9% 0.4% 1% 0.6%
Santabanta 0.9% 0.1% 0.0% 0.7% 0.6%
Manoramaonline 0.5% 2% 0.1% 0.4% 0.6%
Ivillage 0.7% 0.2% 1% 0.4% 0.6%
Indya 0.2% 0.8% 0.5% 0.6% 0.5%
Bejandaruwalla 0.6% 0.4% 0.0% 0.6% 0.5%
Paramdhaam 0.2% 1% 0.4% 0.5% 0.5%
Astrologyzone 0.2% 0.7% 0.3% 0.7% 0.4%
Astroindia 0.0% 0.0% 1% 0.5% 0.4%
Astrocenter 0.6% 0.0% 0.4% 0.4% 0.4%
Tarot 0.5% 0.3% 0.1% 0.1% 0.3%
Kundli 0.3% 0.1% 0.0% 0.6% 0.3%
Ganeshaspeaks 0.4% 0.0% 0.1% 0.5% 0.3%
Jagran 0.4% 0.1% 0.1% 0.3% 0.3%
Cyberastro 0.2% 0.3% 0.0% 0.3% 0.2%
Astroworld 0.1% 0.3% 0.0% 0.3% 0.2%
Others 10% 11% 7% 9% 9%
162
Table 75: Preferred website for online learning/education

Sample Base 2,773 621 384 2,793 6,571
Google 33% 33% 37% 34% 34%
Yahoo 9% 10% 11% 10% 10%
Wikipedia 5% 12% 4% 5% 6%
Rediff 4% 5% 3% 4% 4%
Education 3% 4% 2% 4% 3%
W3schools 2% 2% 3% 1% 2%
IGNOU 1% 2% 0.8% 2% 1%
Onlinelearning 0.8% 0.8% 0.9% 2% 1%
Ebizel 0.7% 2% 0.9% 2% 1%
Indiatimes 2% 0.7% 0.3% 1% 1%
MSN 1% 0.5% 2% 0.5% 1%
CBSE 0.3% 1% 0.1% 3% 1%
ICFAI 1% 1% 2% 0.2% 1%
Microsoft 1% 1% 0.6% 0.7% 0.9%
Onlineeducation 0.5% 3% 0.7% 0.5% 0.8%
Annauniversity 0.9% 0.0% 2% 0.5% 0.8%
Howstuffworks 0.5% 0.3% 1% 0.5% 0.6%
Pubmed 0.5% 1% 0.1% 0.4% 0.5%
Learning 0.5% 0.6% 0.6% 0.2% 0.5%
ICAI 0.7% 0.6% 0.0% 0.5% 0.5%
Goiit 0.3% 0.1% 0.5% 1% 0.5%
Freshersworld 0.7% 0.0% 0.8% 0.5% 0.5%
Dewsoftoverseas 0.3% 0.7% 0.1% 0.9% 0.5%
BBC 0.6% 0.0% 0.5% 0.5% 0.5%
Symbiosis 0.5% 0.4% 0.3% 0.3% 0.4%
Gurukul 0.5% 0.9% 0.0% 0.3% 0.4%
Britishcouncil 0.3% 0.2% 0.8% 0.4% 0.4%
Answers 0.4% 0.5% 0.6% 0.2% 0.4%
Worldwidelearn 0.4% 0.0% 0.1% 0.3% 0.3%
NCERT 0.3% 0.0% 0.1% 0.4% 0.3%
Mit.edu 0.2% 0.0% 0.0% 0.3% 0.2%
English 0.3% 0.1% 0.1% 0.3% 0.2%
Others 28% 18% 22% 24% 24%
163
Table 76: Preferred blog sites

Sample Base 818 198 101 736 1,853
Google 20% 28% 18% 21% 21%
Yahoo 17% 16% 26% 17% 18%
Blogger 15% 7% 8% 10% 11%
Blogspot 13% 7% 11% 11% 11%
Rediff 12% 8% 6% 13% 10%
Ibibo 8% 16% 6% 12% 10%
Tagged 0.7% 0.0% 11% 0.4% 2%
Debonairblog 2% 0.1% 5% 3% 2%
Hi5 1% 8% 0.1% 1% 2%
Indiatimes 2% 2% 0.0% 3% 2%
Youtube 1% 0.0% 6% 0.9% 2%
Mylot 2% 0.2% 1% 2% 1%
MSN 1% 3% 0.0% 1% 1%
Mouthshut 1% 0.0% 2% 0.9% 1%
Sulekha 1% 0.0% 0.6% 0.4% 0.7%
Myspace 1% 0.5% 0.0% 0.4% 0.7%
TimesofIndia 0.6% 0.0% 0.8% 0.1% 0.4%
Fropper 0.3% 0.4% 0.0% 0.6% 0.3%
Monster 0.5% 0.0% 0.0% 0.1% 0.2%
Others 1% 4% 0.0% 4% 2%
164
Table 77: Other language preferred for local language content

Sample Base 579 120 78 611 1,388
Tamil 28% 11% 22% 12% 19%
Hindi 14% 33% 10% 25% 19%
Malayalam 6% 33% 27% 10% 15%
Telugu 12% 2% 32% 8% 13%
Marathi 14% 10% 7% 13% 12%
Kannada 8% 0.0% 0.7% 10% 6%
Bengali 9% 0.7% 0.5% 7% 6%
Gujarati 4% 4% 0.0% 4% 3%
Oriya 1% 0.3% 0.0% 3% 1%
Konkani 0.0% 0.0% 1% 2% 0.8%
Urdu 0.6% 1% 0.0% 0.9% 0.7%
Punjabi 0.3% 0.6% 0.0% 1% 0.5%
Assamese 0.0% 0.0% 0.0% 0.5% 0.1%
Awadhi 0.0% 0.0% 0.0% 0.3% 0.1%
Bhojpuri 0.1% 0.7% 0.0% 0.0% 0.1%
Bodo 0.0% 0.0% 0.0% 0.4% 0.1%
Kanauji 0.1% 0.0% 0.0% 0.2% 0.1%
Maithili 0.1% 0.3% 0.0% 0.2% 0.1%
Manipuri 0.0% 0.0% 0.0% 0.3% 0.1%
Sanskrit 0.0% 0.0% 0.0% 0.3% 0.1%
Tulu 0.0% 0.7% 0.0% 0.0% 0.1%
Bundeli 0.1% 0.0% 0.0% 0.0% 0.0%
Haryanvi 0.1% 0.0% 0.0% 0.0% 0.0%
Kashmiri 0.1% 0.0% 0.0% 0.0% 0.0%
Marwari 0.0% 0.0% 0.0% 0.1% 0.0%
Santhali 0.0% 0.0% 0.0% 0.1% 0.0%
Others 2% 3% 0.0% 4% 2%
165
Table 78: Preferred website for checking local language content

Sample Base 579 120 78 611 1,388
Google 9% 14% 15% 13% 12%
Yahoo 6% 21% 1% 10% 8%
Malayalamanorama 3% 15% 7% 9% 7%
Eeandu 10% 2% 8% 4% 7%
Thinamalar 5% 4% 10% 3% 5%
Webduniya 3% 9% 1% 4% 4%
Marathiworld 5% 4% 1% 4% 4%
Webulagam 5% 2% 3% 3% 4%
Tamilcinema 5% 2% 6% 1% 4%
Keralakaumudi 0.2% 0.0% 14% 0.2% 3%
Jagran 3% 0.7% 0.1% 5% 3%
Esakal 4% 0.2% 0.5% 3% 3%
Rediff 2% 3% 0.8% 4% 3%
Kannadaaudio 2% 0.0% 2% 3% 2%
Anandabazaar 2% 0.0% 0.1% 2% 2%
Dainikjagran 1% 2% 0.1% 3% 2%
Banglalive 2% 0.1% 0.0% 3% 2%
Matrubhumi 0.4% 0.1% 5% 1% 1%
Kumudam 3% 2% 0.0% 0.0% 1%
Gujratsamachar 0.9% 0.0% 0.0% 3% 1%
Amarujala 0.1% 0.1% 4% 0.6% 0.9%
bbchindi 0.4% 0.1% 0.0% 2% 0.7%
Deepika 1% 0.8% 0.3% 0.1% 0.7%
Sakal 0.8% 0.1% 0.0% 1% 0.7%
Vaartha 0.2% 0.0% 3% 0.6% 0.7%
Dailythanthi 0.6% 0.0% 0.0% 1% 0.6%
Dinakaran 2% 0.0% 0.0% 0.1% 0.6%
Thatskannada 1% 0.0% 0.0% 0.1% 0.6%
Epatra 0.0% 3% 0.0% 0.6% 0.5%
Bhaskar 0.3% 0.1% 0.9% 0.7% 0.5%
Maharashtratimes 0.5% 0.6% 0.0% 0.1% 0.3%
Others 23% 14% 19% 15% 19%
166
Table 79: Most preferred TV channel
TV Channel Metro Urban uptowns Emerging Towns Others All Users

Sample Base 5,515 1,231 745 5,140 12,631
Star Plus 12% 11% 11% 16% 13%
Discovery 6% 10% 6% 8% 7%
NDTV 6% 4% 5% 4% 5%
Aajtak 4% 6% 2% 7% 5%
Sun TV 7% 3% 2% 4% 5%
HBO 4% 5% 4% 3% 4%
Sony 4% 4% 5% 3% 4%
Star Movies 3% 3% 4% 4% 3%
Zee TV 3% 5% 3% 3% 3%
M TV 2% 5% 4% 3% 3%
Ten Sports 2% 3% 4% 3% 3%
Star One 3% 5% 0.7% 3% 3%
ESPN 3% 1% 2% 3% 3%
CNBC 3% 1% 3% 2% 2%
National Geographic 2% 1% 1% 3% 2%
DD 1 1% 3% 2% 3% 2%
CNN IBN 2% 2% 1% 1% 2%
Star World 2% 0.3% 3% 0.9% 2%
TV 9 2% 0.4% 3% 1% 2%
Asianet 0.5% 3% 2% 2% 1%
E TV 1% 0.4% 3% 1% 1%
Cartoon Network 1% 1% 0.8% 1% 1%
AXN 0.8% 2% 1% 0.9% 1%
Sab TV 0.7% 2% 1% 1% 1%
Star News 1% 0.4% 1% 1% 1%
Gemini 1% 0.0% 2% 0.7% 0.9%
Pogo 1% 0.3% 0.3% 0.8% 0.9%
Travel & Living 1% 0.8% 2% 0.3% 0.9%
Zoom 0.9% 0.6% 2% 0.3% 0.9%
BBC 1% 0.1% 1% 0.7% 0.8%
Star Sports 1% 0.4% 0.3% 1% 0.8%
Sun Music 1% 0.6% 1% 0.4% 0.8%
Animal Planet 0.8% 1% 0.6% 0.2% 0.7%
Vijaya TV 1% 0.1% 0.4% 0.4% 0.7%
Disney Channel 0.7% 1% 0.4% 0.5% 0.6%
Surya TV 0.3% 1% 1% 0.1% 0.6%
F TV 0.5% 0.3% 0.8% 0.5% 0.5%
History Channel 0.4% 1% 0.2% 0.3% 0.5%
Set Max 0.6% 0.2% 0.0% 0.8% 0.5%
Zee Cinema 0.4% 0.3% 0.4% 0.7% 0.5%
NDTV Profit 0.6% 0.5% 0.4% 0.4% 0.5%
Any Music Channel 0.6% 0.0% 0.8% 0.1% 0.4%
Any News Channel 0.3% 1% 0.3% 0.4% 0.4%
Any Sports Channel 0.7% 0.2% 0.1% 0.4% 0.4%
Etv Kannada 0.5% 0.0% 0.1% 0.8% 0.4%
India TV 0.4% 1% 0.2% 0.3% 0.4%
Sahara One 0.4% 0.4% 0.0% 0.5% 0.4%
167
SS Music 0.3% 0.0% 1% 0.3% 0.4%
Vh1 0.4% 0.6% 0.3% 0.3% 0.4%
Zee News 0.2% 0.4% 0.1% 0.7% 0.4%
Dd News 0.2% 0.4% 0.0% 0.6% 0.3%
Kairali TV 0.1% 0.0% 1% 0.1% 0.3%
Maa TV 0.1% 0.1% 1% 0.2% 0.3%
Udaya TV 0.6% 0.0% 0.0% 0.2% 0.3%
V Channel 0.3% 0.2% 0.2% 0.4% 0.3%
Zee Marathi 0.4% 0.4% 0.0% 0.1% 0.3%
Zee Music 0.1% 1% 0.0% 0.2% 0.3%
NDTV24*7 0.4% 0.3% 0.0% 0.4% 0.3%
Times Now 0.4% 0.0% 0.5% 0.2% 0.3%
Aawaz 0.2% 0.3% 0.1% 0.3% 0.2%
Animax 0.2% 0.5% 0.3% 0.2% 0.2%
ETC 0.2% 0.3% 0.0% 0.3% 0.2%
Headlines Today 0.2% 0.0% 0.4% 0.2% 0.2%
Star Gold 0.2% 0.0% 0.3% 0.3% 0.2%
MH1 0.0% 0.0% 0.1% 0.4% 0.2%
Jetix 0.1% 0.4% 0.4% 0.1% 0.2%
Ibnlive 0.3% 0.1% 0.4% 0.1% 0.2%
Alfa Marathi 0.1% 0.1% 0.0% 0.1% 0.1%
Any Movie Channel 0.1% 0.0% 0.0% 0.1% 0.1%
B4U 0.0% 0.1% 0.0% 0.1% 0.1%
Etv Bangla 0.1% 0.0% 0.0% 0.1% 0.1%
Etv Marathi 0.2% 0.0% 0.0% 0.1% 0.1%
God 0.1% 0.4% 0.0% 0.0% 0.1%
Jaya TV 0.2% 0.0% 0.1% 0.0% 0.1%
Star Anand 0.3% 0.0% 0.0% 0.1% 0.1%
Teja TV 0.1% 0.0% 0.0% 0.1% 0.1%
Zee Business 0.0% 0.2% 0.2% 0.2% 0.1%
Zee Café 0.1% 0.2% 0.0% 0.0% 0.1%
Star Utsav 0.2% 0.0% 0.1% 0.1% 0.1%
Hungama TV 0.2% 0.1% 0.0% 0.1% 0.1%
India Vision 0.0% 0.7% 0.0% 0.1% 0.1%
Hall Mark 0.1% 0.0% 0.0% 0.1% 0.1%
Local 0.1% 0.1% 0.0% 0.1% 0.1%
Kiran TV 0.0% 0.2% 0.3% 0.1% 0.1%
Aditya 0.0% 0.0% 0.0% 0.0% 0.0%
Astha 0.0% 0.0% 0.0% 0.1% 0.0%
K TV 0.0% 0.0% 0.0% 0.0% 0.0%
Raj TV 0.0% 0.3% 0.0% 0.0% 0.0%
Sahara TV 0.0% 0.0% 0.0% 0.1% 0.0%
Sanskar 0.1% 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%
All Telugu 0.0% 0.0% 0.1% 0.1% 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%
168
Zee Bangla 0.1% 0.0% 0.0% 0.0% 0.0%
Akasha Bangla 0.0% 0.0% 0.0% 0.0% 0.0%
Peace TV 0.0% 0.0% 0.0% 0.0% 0.0%
Zee Primier 0.0% 0.0% 0.0% 0.0% 0.0%
Set Pix 0.1% 0.0% 0.0% 0.0% 0.0%
Win Cable 0.0% 0.1% 0.0% 0.0% 0.0%
Others 1% 0.3% 2% 1% 1%
169
Table 80: Most preferred newspaper
Newspaper Metro Urban uptowns Emerging Towns Others All Users

Sample Base 5,606 1,246 755 5,155 12,762
The Times of India 41% 33% 15% 39% 35%
The Hindu 18% 14% 36% 11% 18%
The Hindustan Times 5% 10% 5% 6% 6%
Deccan Chronicle 6% 0.0% 6% 2% 4%
Eenadu 2% 0.1% 8% 2% 3%
Indian Express 2% 5% 2% 3% 3%
The Telegraph 4% 0.4% 1% 3% 3%
Dainik Bhaskar 0.1% 8% 1% 3% 2%
The Economic Times 3% 1% 0.9% 2% 2%
Dainik Jagran 0.2% 5% 0.4% 3% 2%
Malyalam Manorama 0.1% 5% 4% 2% 2%
The Tribune 0.0% 2% 4% 3% 2%
Deccan Herald 2% 0.0% 0.8% 2% 1%
DNA 2% 2% 0.8% 0.7% 1%
Gujrat Samachar 1% 2% 0.7% 1% 1%
Mid Day 2% 1% 0.3% 0.7% 1%
Dinamalar 0.7% 2% 2% 0.8% 1%
Vijay Karnataka 0.7% 0.0% 0.0% 3% 1%
Mumbai Mirror 2% 0.7% 0.0% 0.3% 0.9%
Anand Bazar Patrika 1% 0.1% 0.0% 0.7% 0.8%
Daily Thanthi 1% 0.6% 0.1% 0.5% 0.6%
Lokmat 0.2% 0.4% 2% 0.5% 0.6%
Mathrubhumi 0.0% 1% 1% 0.7% 0.6%
Sakal 0.8% 0.2% 0.5% 0.6% 0.6%
Amar Ujala 0.0% 0.3% 0.3% 1% 0.5%
Divya Bhaskar 0.7% 0.7% 0.4% 0.3% 0.5%
Rajasthan Patrika 0.1% 0.5% 0.0% 1% 0.5%
Dinakaran 0.5% 0.3% 0.2% 0.4% 0.4%
Loksatta 0.6% 0.1% 0.0% 0.3% 0.4%
Sandesh 0.3% 0.3% 0.4% 0.5% 0.4%
Nav Hindi Times 0.0% 0.0% 1% 0.5% 0.4%
Business Line 0.2% 0.6% 0.6% 0.3% 0.3%
Nav Bharat Times 0.3% 0.3% 0.0% 0.2% 0.3%
Prajavani 0.3% 0.0% 0.0% 0.4% 0.3%
Punjab Kesari 0.0% 0.9% 0.0% 0.5% 0.3%
Vijaya Times 0.1% 0.0% 0.0% 0.7% 0.3%
Hitvada 0.0% 0.5% 0.0% 0.4% 0.2%
Maharashtra Times 0.3% 0.2% 0.1% 0.1% 0.2%
The Statesman 0.2% 0.3% 0.0% 0.3% 0.2%
Nai Dunia 0.0% 0.9% 0.0% 0.2% 0.2%
Kerala Kaumudi 0.0% 0.1% 1% 0.1% 0.2%
Andhra Jyoti 0.2% 0.0% 0.0% 0.1% 0.1%
Business Standard 0.3% 0.2% 0.0% 0.0% 0.1%
Dharitri 0.0% 0.0% 0.0% 0.3% 0.1%
Dinamani 0.1% 0.0% 0.1% 0.1% 0.1%
Gulf News 0.1% 0.0% 0.5% 0.0% 0.1%
170
Mumbai Samachar 0.2% 0.0% 0.0% 0.0% 0.1%
Prabhat Khabar 0.0% 0.0% 0.0% 0.2% 0.1%
Saamna 0.1% 0.0% 0.0% 0.1% 0.1%
Samaj 0.0% 0.0% 0.0% 0.4% 0.1%
Sambad 0.0% 0.0% 0.0% 0.3% 0.1%
Vartha 0.2% 0.0% 0.1% 0.2% 0.1%
Kannada praba 0.1% 0.0% 0.2% 0.1% 0.1%
Udayavani 0.0% 0.0% 0.0% 0.3% 0.1%
Pratidin (Local) 0.2% 0.0% 0.0% 0.0% 0.1%
Bangalore Times 0.2% 0.0% 0.0% 0.0% 0.1%
Asian Age 0.1% 0.0% 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 0.0% 0.0% 0.0% 0.1% 0.0%
Rashtriya Sahara 0.0% 0.0% 0.0% 0.0% 0.0%
Sanmarg 0.0% 0.0% 0.0% 0.0% 0.0%
Siasat 0.1% 0.0% 0.0% 0.0% 0.0%
The Pioneer 0.0% 0.0% 0.0% 0.0% 0.0%
Vartaman 0.0% 0.0% 0.0% 0.1% 0.0%
Tarun Bharat (Marathi) 0.0% 0.0% 0.0% 0.0% 0.0%
india Today 0.0% 0.0% 0.0% 0.1% 0.0%
Janshakti 0.0% 0.0% 0.0% 0.1% 0.0%
Aaj Kal 0.1% 0.0% 0.0% 0.1% 0.0%
Inquilab 0.1% 0.0% 0.0% 0.0% 0.0%
Greater Kashmir 0.0% 0.0% 0.0% 0.0% 0.0%
Sambad 0.0% 0.0% 0.0% 0.1% 0.0%
Mint 0.0% 0.1% 0.0% 0.0% 0.0%
Others 0.7% 0.3% 1% 0.8% 0.8%
171
Table 81: Most preferred magazine
Magazine Metro Urban uptowns Emerging Towns Others All Users

Sample Base 4,521 1,034 628 4,332 10,515
India Today 22% 27% 20% 25% 23%
Reader's Digest 7% 6% 7% 6% 7%
The Week 5% 6% 6% 5% 5%
Sports Star 4% 3% 7% 3% 4%
Femina 5% 4% 4% 2% 4%
Outlook 4% 5% 2% 4% 4%
Digit 2% 4% 4% 4% 3%
Film Fare 3% 3% 4% 3% 3%
Women's Era 3% 1% 1% 2% 2%
Business World 3% 1% 3% 2% 2%
Business Today 2% 2% 0.8% 2% 2%
Star Dust 2% 1% 1% 2% 2%
Autocar India 1% 2% 3% 1% 2%
Chip 1% 2% 3% 2% 2%
Swathi 1% 0.0% 5% 2% 2%
Ananda Vikatan 0.9% 2% 3% 0.7% 1%
Electronics For You 0.9% 0.7% 1% 1% 1%
Vanita 0.2% 3% 3% 0.6% 1%
Competition Success Review 0.4% 1% 1% 2% 1%
Kumudham 2% 1% 0.2% 0.6% 1%
Grihshobha 1% 0.8% 0.8% 0.8% 0.9%
Cosmopolitan 1% 0.4% 0.5% 0.7% 0.8%
India Times 1% 0.4% 1% 0.6% 0.8%
Business India 0.8% 0.2% 2% 0.3% 0.7%
Chitralekha 0.7% 1% 0.8% 0.6% 0.7%
Computers Today 0.4% 2% 0.9% 0.3% 0.7%
Fortune India 0.9% 0.8% 0.1% 0.9% 0.7%
Wisdom 0.3% 0.0% 0.0% 2% 0.7%
Cricket Samrat 0.3% 1% 0.4% 0.9% 0.6%
National Geographic 0.7% 0.5% 0.3% 0.7% 0.6%
Overdrive 0.7% 0.6% 0.2% 0.8% 0.6%
PC Quest 0.8% 0.5% 0.5% 0.5% 0.6%
Science Reporter 0.2% 2% 0.0% 0.9% 0.6%
Time 0.5% 0.7% 1% 0.5% 0.6%
Business & Economy 0.5% 0.8% 0.0% 0.5% 0.5%
Health 0.5% 0.5% 0.1% 0.9% 0.5%
Meri Saheli 0.3% 1% 0.0% 0.5% 0.5%
Today 0.5% 0.4% 0.0% 0.7% 0.5%
Outlook Money 0.4% 0.4% 0.3% 0.4% 0.4%
Brunch 0.4% 0.0% 0.0% 0.4% 0.3%
Business Week 0.5% 0.0% 0.3% 0.2% 0.3%
Dalal Street 0.6% 0.2% 0.1% 0.3% 0.3%
Gladrags 0.4% 0.4% 0.4% 0.0% 0.3%
Good House Keeping 0.5% 0.3% 0.0% 0.1% 0.3%
Inside Outside 0.3% 0.6% 0.0% 0.2% 0.3%
Playboy 0.2% 0.5% 0.3% 0.2% 0.3%
172
Safari 0.2% 0.4% 0.1% 0.5% 0.3%
Sananda 0.5% 0.0% 0.0% 0.2% 0.3%
Sudha 0.4% 0.0% 0.0% 0.5% 0.3%
PC World 0.3% 0.2% 0.0% 0.5% 0.3%
Abhiyan 0.1% 0.4% 0.0% 0.2% 0.2%
Aha Zindagi 0.0% 0.4% 0.0% 0.5% 0.2%
Anandamela 0.3% 0.0% 0.0% 0.1% 0.2%
Aval Vikatan 0.3% 0.0% 0.1% 0.2% 0.2%
Capital Market 0.2% 0.2% 0.2% 0.1% 0.2%
Chronicle 0.3% 0.0% 0.2% 0.1% 0.2%
Cineblitz 0.3% 0.0% 0.0% 0.2% 0.2%
Data Quest 0.3% 0.0% 0.0% 0.1% 0.2%
Debonair 0.3% 0.2% 0.1% 0.2% 0.2%
Desh 0.4% 0.0% 0.0% 0.2% 0.2%
Junior Vikatan 0.3% 0.0% 0.0% 0.2% 0.2%
Linux For You 0.3% 0.0% 0.0% 0.1% 0.2%
Manorama 0.1% 0.4% 0.4% 0.2% 0.2%
Maxim 0.2% 0.2% 0.0% 0.2% 0.2%
Sarita 0.2% 0.1% 0.0% 0.3% 0.2%
Taranga 0.1% 0.1% 0.0% 0.3% 0.2%
The Economist 0.4% 0.1% 0.0% 0.0% 0.2%
Graphiti 0.4% 0.0% 0.0% 0.1% 0.2%
Auto India 0.1% 0.2% 0.0% 0.1% 0.1%
Better Photography 0.2% 0.0% 0.0% 0.2% 0.1%
Buzz 0.1% 0.1% 0.0% 0.1% 0.1%
Champak 0.0% 0.4% 0.0% 0.2% 0.1%
Deccan Chronicle 0.1% 0.0% 0.0% 0.1% 0.1%
Elle 0.1% 0.0% 0.2% 0.1% 0.1%
Frontline 0.1% 0.1% 0.0% 0.1% 0.1%
Lokprabha 0.0% 0.0% 0.0% 0.2% 0.1%
Saptahik Sakal 0.0% 0.0% 0.0% 0.1% 0.1%
Saras Salil 0.0% 0.0% 0.0% 0.2% 0.1%
Savvy 0.1% 0.0% 0.0% 0.1% 0.1%
Society 0.1% 0.0% 0.0% 0.2% 0.1%
Top Gear 0.1% 0.1% 0.0% 0.1% 0.1%
Living Digital 0.2% 0.1% 0.0% 0.0% 0.1%
Saptahik Bartaman 0.1% 0.0% 0.0% 0.1% 0.1%
Money life 0.2% 0.0% 0.0% 0.0% 0.1%
Animation Reporter 0.1% 0.4% 0.0% 0.1% 0.1%
Nirogadhaam 0.1% 0.0% 0.1% 0.0% 0.1%
Chandamama 0.1% 0.0% 0.1% 0.1% 0.1%
Andra Jyoti 0.2% 0.0% 0.0% 0.0% 0.1%
Automobiles 0.0% 0.0% 0.1% 0.1% 0.1%
Bikes 0.2% 0.0% 0.0% 0.2% 0.1%
Business Standard 0.1% 0.0% 0.0% 0.0% 0.1%
Anandalok 0.1% 0.0% 0.0% 0.0% 0.0%
Business Times 0.0% 0.0% 0.0% 0.0% 0.0%
Developer IQ 0.0% 0.3% 0.0% 0.0% 0.0%
Grihlakshmi 0.0% 0.0% 0.2% 0.0% 0.0%
Kadambini 0.0% 0.0% 0.0% 0.1% 0.0%
173
Mathrubhumi 0.0% 0.2% 0.0% 0.0% 0.0%
Outlook Traveller 0.1% 0.0% 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 0.1% 0.0% 0.0% 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% 0.0% 0.0% 0.0%
Economical Times 0.0% 0.0% 0.0% 0.0% 0.0%
Others 6% 6% 9% 8% 7%
174
Table 82: Most preferred radio channel
Radio Channel Metro Urban uptowns Emerging Towns Others All Users
Sample Base 4,156 811 348 2,890 8,205
Radio Mirchi 44% 37% 22% 35% 38%
Red FM 12% 8% 16% 11% 12%
AIR 5% 14% 19% 17% 11%
Radio City 12% 16% 4% 7% 11%
Suryan FM 6% 3% 12% 6% 6%
Big FM 5% 2% 9% 6% 5%
AIR FM GOLD 5% 8% 4% 5% 5%
AIR FM RAINBOW 2% 6% 7% 5% 4%
Fever FM 3% 1% 2% 3% 3%
World Space 1% 2% 4% 1% 2%
BBC 0.5% 1% 1% 2% 1%
Go FM 1% 0.3% 0.5% 0.7% 0.8%
Power FM 2% 0.0% 0.0% 0.4% 0.8%
Amar FM 0.3% 0.6% 0.0% 0.2% 0.3%
Hum FM 0.0% 0.0% 0.0% 0.0% 0.0%
Others 2% 0.6% 1% 0.5% 1%
Table 83: Response to online marketing stimulus
Response Metro Urban Emerging Others All

uptowns Towns Users
Sample Base 4,856 1,047 627 4,358 10,888
Clicked a banner ad 49% 47% 43% 46% 47%
Participated in an online contest 46% 43% 43% 38% 43%
Clicked a sponsored search ad 39% 37% 35% 35% 37%
Bid/Bought in an Online auction 23% 25% 21% 22% 23%
Bought in a special promotion /
23% 21% 18% 20% 21%
deal
Clicked a product/service e-
16% 13% 12% 13% 14%
mailer
None of the above 25% 26% 27% 30% 27%
175
Table 84: Top of mind recall for brands
TOM Brand Metro Urban uptowns Emerging Towns Others All Users
Sample Base 10,157 2,387 1,456 10,288 24,288
Sony 9% 8% 8% 7% 8%
Nokia 7% 6% 7% 6% 7%
Tata 5% 6% 5% 5% 5%
LG 4% 5% 4% 4% 4%
Colgate 3% 3% 5% 3% 3%
Reliance 3% 2% 3% 3% 3%
HLL 3% 3% 3% 3% 3%
Nike 3% 3% 3% 2% 3%
Samsung 3% 2% 2% 2% 2%
Pepsi 2% 2% 1% 2% 2%
Adidas 2% 1% 2% 2% 2%
Godrej 2% 2% 2% 1% 2%
Maruti 1% 2% 2% 2% 2%
Microsoft 2% 2% 1% 2% 2%
Google 1% 1% 1% 2% 1%
Reebok 2% 1% 1% 2% 1%
Hero Honda 0.9% 1% 2% 2% 1%
HP 1% 1% 2% 2% 1%
Philips 2% 2% 1% 0.9% 1%
Bajaj 1% 0.8% 2% 1% 1%
Coca Cola 1% 0.9% 1% 1% 1%
IBM 0.7% 0.8% 1% 1% 1%
Raymonds 1% 0.9% 1% 1% 1%
Airtel 0.9% 1% 0.6% 0.8% 0.9%
Intel 1% 0.7% 1% 0.9% 0.9%
Levis 1% 1% 0.6% 0.6% 0.9%
Honda 0.8% 1% 0.6% 0.8% 0.8%
Amul 0.6% 0.6% 0.2% 1% 0.7%
Lakme 0.7% 0.9% 0.8% 0.6% 0.7%
Onida 0.9% 0.6% 0.4% 0.8% 0.7%
Videocon 0.7% 0.5% 0.7% 0.7% 0.7%
BPL 0.5% 0.7% 0.3% 0.7% 0.6%
Britannia 0.5% 0.7% 1% 0.5% 0.6%
Cadbury 0.8% 0.6% 0.4% 0.5% 0.6%
Wipro 0.5% 0.1% 0.9% 0.7% 0.6%
Compaq 0.3% 0.6% 1% 0.6% 0.5%
HCL 0.3% 0.3% 0.6% 0.7% 0.5%
Lee 0.6% 0.5% 0.3% 0.5% 0.5%
Mercedes 0.6% 0.4% 0.6% 0.4% 0.5%
Sony Ericsson 0.5% 0.6% 0.8% 0.4% 0.5%
Bata 0.4% 0.0% 0.6% 0.3% 0.4%
BSNL 0.4% 0.4% 0.5% 0.4% 0.4%
Dabur 0.3% 0.4% 0.3% 0.4% 0.4%
ICICI 0.3% 0.2% 0.2% 0.6% 0.4%
Motorola 0.6% 0.3% 0.2% 0.4% 0.4%
Nestle 0.4% 0.4% 0.3% 0.6% 0.4%
176
Parle 0.3% 0.4% 0.3% 0.7% 0.4%
Peter England 0.4% 0.4% 0.7% 0.3% 0.4%
Surf 0.4% 0.3% 0.3% 0.5% 0.4%
Titan 0.4% 0.3% 0.2% 0.4% 0.4%
Whirlpool 0.3% 0.4% 0.5% 0.3% 0.4%
Apple 0.4% 0.4% 0.5% 0.4% 0.4%
Amway 0.2% 0.1% 0.3% 0.5% 0.3%
Dell 0.3% 0.2% 0.4% 0.3% 0.3%
Garnier 0.4% 0.4% 0.2% 0.3% 0.3%
Hyundai 0.3% 0.3% 0.2% 0.3% 0.3%
ITC 0.4% 0.2% 0.2% 0.3% 0.3%
Johnson & Johnson 0.3% 0.4% 0.2% 0.2% 0.3%
Kingfisher 0.3% 0.4% 0.1% 0.2% 0.3%
Lenovo 0.2% 0.2% 0.2% 0.4% 0.3%
Pantaloon 0.3% 0.7% 0.4% 0.1% 0.3%
Ponds 0.3% 0.2% 0.3% 0.2% 0.3%
Toyota 0.3% 0.0% 0.5% 0.2% 0.3%
Yamaha 0.3% 0.1% 0.4% 0.2% 0.3%
BMW 0.3% 0.3% 0.2% 0.2% 0.2%
Brooke Bond 0.1% 0.1% 0.4% 0.1% 0.2%
Canon 0.1% 0.3% 0.2% 0.2% 0.2%
Close Up 0.1% 0.3% 0.1% 0.2% 0.2%
Denim 0.1% 0.3% 0.1% 0.2% 0.2%
Horlicks 0.2% 0.2% 0.5% 0.1% 0.2%
Hutch 0.4% 0.1% 0.2% 0.2% 0.2%
Infosys 0.1% 0.2% 0.1% 0.4% 0.2%
ISI 0.2% 0.0% 0.3% 0.1% 0.2%
John Players 0.1% 0.2% 0.2% 0.2% 0.2%
Killer 0.1% 0.1% 0.1% 0.3% 0.2%
L`Oreal 0.2% 0.3% 0.3% 0.1% 0.2%
Lifebuoy 0.2% 0.1% 0.1% 0.2% 0.2%
Lux 0.1% 0.3% 0.2% 0.1% 0.2%
Suzuki 0.2% 0.1% 0.0% 0.2% 0.2%
Pepe 0.3% 0.1% 0.2% 0.2% 0.2%
Pepsodent 0.1% 0.3% 0.1% 0.2% 0.2%
Provogue 0.3% 0.5% 0.1% 0.2% 0.2%
Spykar 0.1% 0.5% 0.1% 0.1% 0.2%
Thums Up 0.2% 0.2% 0.0% 0.4% 0.2%
TVS 0.2% 0.2% 0.2% 0.2% 0.2%
Wills 0.1% 0.2% 0.3% 0.1% 0.2%
Woodland 0.1% 0.3% 0.2% 0.2% 0.2%
Allen Solly 0.2% 0.2% 0.0% 0.1% 0.1%
Arrow 0.3% 0.0% 0.1% 0.1% 0.1%
Dettol 0.1% 0.0% 0.0% 0.3% 0.1%
Fair & Lovely 0.1% 0.1% 0.2% 0.1% 0.1%
Ferrari 0.1% 0.1% 0.2% 0.1% 0.1%
Fevicol 0.1% 0.2% 0.0% 0.1% 0.1%
Ford 0.2% 0.1% 0.1% 0.1% 0.1%
Gillette 0.1% 0.1% 0.0% 0.1% 0.1%
Gold Flake 0.1% 0.4% 0.0% 0.0% 0.1%
177
Gucci 0.1% 0.1% 0.0% 0.1% 0.1%
Hamam 0.1% 0.2% 0.2% 0.1% 0.1%
Honda City 0.1% 0.1% 0.1% 0.1% 0.1%
IFB 0.1% 0.0% 0.1% 0.0% 0.1%
Kodak 0.1% 0.1% 0.0% 0.1% 0.1%
Koutons 0.0% 0.2% 0.1% 0.2% 0.1%
LIC 0.1% 0.1% 0.0% 0.1% 0.1%
Louis Phillip 0.1% 0.3% 0.3% 0.0% 0.1%
Maggi 0.1% 0.1% 0.1% 0.2% 0.1%
Mahindra & Mahindra 0.1% 0.1% 0.0% 0.1% 0.1%
Mcdonald 0.1% 0.1% 0.0% 0.1% 0.1%
MRF 0.1% 0.1% 0.0% 0.1% 0.1%
Nescafe 0.1% 0.0% 0.2% 0.1% 0.1%
Nirma 0.1% 0.3% 0.1% 0.2% 0.1%
P&G 0.1% 0.1% 0.1% 0.2% 0.1%
Panasonic 0.1% 0.1% 0.4% 0.1% 0.1%
Park Avenue 0.2% 0.0% 0.2% 0.1% 0.1%
Parker 0.0% 0.1% 0.2% 0.0% 0.1%
Ray Ban 0.0% 0.3% 0.4% 0.1% 0.1%
Rediff 0.1% 0.2% 0.0% 0.1% 0.1%
Revlon 0.1% 0.2% 0.2% 0.1% 0.1%
Rin 0.1% 0.0% 0.1% 0.1% 0.1%
Rolex 0.1% 0.0% 0.0% 0.1% 0.1%
Santro 0.1% 0.2% 0.1% 0.0% 0.1%
Sify 0.1% 0.1% 0.1% 0.1% 0.1%
Skoda 0.1% 0.0% 0.1% 0.0% 0.1%
Taj 0.1% 0.2% 0.0% 0.0% 0.1%
Tata Indicom 0.1% 0.2% 0.1% 0.1% 0.1%
Tata Tea 0.1% 0.1% 0.1% 0.1% 0.1%
Times of India 0.3% 0.2% 0.1% 0.1% 0.1%
Van Huesen 0.1% 0.0% 0.1% 0.1% 0.1%
Versace 0.0% 0.0% 0.0% 0.1% 0.1%
VIP 0.1% 0.0% 0.0% 0.1% 0.1%
Yahoo 0.1% 0.0% 0.3% 0.1% 0.1%
Zodiac 0.1% 0.0% 0.0% 0.1% 0.1%
Acer 0.0% 0.0% 0.3% 0.0% 0.1%
Axe 0.1% 0.0% 0.0% 0.1% 0.1%
Idea 0.0% 0.0% 0.1% 0.1% 0.1%
L&T 0.1% 0.0% 0.1% 0.1% 0.1%
Lays 0.1% 0.0% 0.0% 0.0% 0.1%
Ranbaxy 0.0% 0.1% 0.1% 0.1% 0.1%
Sahara 0.0% 0.1% 0.2% 0.1% 0.1%
Sansui 0.1% 0.0% 0.2% 0.0% 0.1%
TCS 0.0% 0.0% 0.0% 0.1% 0.1%
Armani 0.1% 0.0% 0.0% 0.0% 0.0%
Chevrolet 0.0% 0.0% 0.0% 0.1% 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%
178
Mark & Spencer 0.1% 0.0% 0.0% 0.0% 0.0%
NIIT 0.0% 0.0% 0.1% 0.0% 0.0%
Pears 0.0% 0.0% 0.0% 0.1% 0.0%
Red Label 0.1% 0.0% 0.0% 0.0% 0.0%
Reid & Taylor 0.1% 0.0% 0.0% 0.1% 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% 0.0% 0.0% 0.0%
Tanishq 0.1% 0.1% 0.0% 0.1% 0.0%
Tata Indica 0.0% 0.0% 0.0% 0.0% 0.0%
Tata Motors 0.0% 0.0% 0.0% 0.1% 0.0%
Voltas 0.0% 0.1% 0.1% 0.0% 0.0%
VSNL 0.0% 0.1% 0.0% 0.0% 0.0%
Glaxo 0.0% 0.0% 0.0% 0.1% 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% 0.0% 0.1% 0.0%
Others 14% 15% 13% 15% 14%
179
Appendix
180
Table 85: City type classification by market size
REGIONS
North South East West
Delhi Bangalore Kolkata Ahmadabad
Metros Chennai Mumbai
Coimbatore Pune
Hyderabad Surat
Faridabad Kochi Asansol Bhopal

Jaipur Madurai Thane
Urban Kanpur Indore
CITY TYPE BY MARKET SIZE 3
Lucknow Nagpur
Uptowns
Ludhiana Vadodara
Patna
Amritsar Thiruvanathapuram Guwahati Aurangabad

Chandigarh Tiruchirapalli Goa
Emerging Dhanbad Vijayavada Jabalpur
Towns Ghaziabad Visakhapatanam Nashik
Rajkot
Agra Mangalore Bhubaneswar Solapur
Allahabad Mysore Cuttack Others from
Dehradun Secunderabad Raipur West India
Gurgaon Others from South Others from
Jodhpur India East India
Meerut
Others
Noida
Ranchi
Varanasi
Others from North
India
3
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.
181
Table 86: Socio Economic Classification (SEC) Grid
Chief Wage Earner's Highest Education

School School Secondary Grad./ Grad./
Not
Illiterate (Up to 4 (5-9 / High PG PG
Grad.
yrs) yrs) School (Gen.) (Prof.)
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 4 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)
4
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.
182
Index: Charts
Graph 1: Internet users by city-market classes ...................................... 12
Graph 2: Top 10 cities within metros.................................................. 13
Graph 3: Top 10 cities within urban uptowns ........................................ 13
Graph 4: Top 10 cities within emerging towns....................................... 13
Graph 5: Top 10 cities within other towns ........................................... 14
Graph 6: Population-wise distribution of city-markets among internet users .. 14
Graph 7: Region-wise distribution of internet users by city-markets ............ 15
Graph 8: Age distribution of internet users across city-markets.................. 15
Graph 9: Gender break-up of internet users across city-markets................. 16
Graph 10: Monthly family income of internet users across city-markets ........ 16
Graph 11: SEC profile of internet users across city-markets ...................... 17
Graph 12: Internet usage experience in years across city-markets............... 18
Graph 13: Response to online marketing stimuli by internet users across city-
markets..................................................................................... 22
Graph 14: Online buying across city-markets ........................................ 22
Chart 15: Gender breakup............................................................... 31
Chart 16: Age group distribution ....................................................... 32
Chart 17: City class - by population size .............................................. 33
Chart 18: City class - by market size .................................................. 34
Chart 19: Top 10 cities within metros................................................. 35
Chart 20: Top 10 cities within urban uptowns ....................................... 36
Chart 21: Top 10 cities within emerging towns ...................................... 37
Chart 22: Top 10 cities within other towns........................................... 38
Chart 23: Region-wise break-ups....................................................... 39
Chart 24: Socio economic classification............................................... 41
Chart 25: Highest educational qualification.......................................... 42
Chart 26: Occupational break up....................................................... 43
Chart 27: Function / field of occupation ............................................. 44
Chart 28: Head of the household....................................................... 45
Chart 29: Monthly family income ...................................................... 46
Chart 30: Most expensive vehicle owned by the household........................ 47
Chart 31: Ownership of credit cards (individually).................................. 48
Chart 32: Current loan liabilities....................................................... 50
Chart 33: Years of experience in using internet ..................................... 51
Chart 34: Place of accessing internet ................................................. 52
Chart 35: Type of internet connection at home ..................................... 53
Chart 36: Type of internet connection at office..................................... 54
Chart 37: Service provider subscribed to at home .................................. 55
Chart 38: Service provider subscribed to at office .................................. 56
Chart 39: Frequency of accessing internet from home ............................. 57
Chart 40: Frequency of accessing internet from office............................. 58
Chart 41: Time of the day accessing internet from home ......................... 59
Chart 42: Time of the day accessing internet from office ......................... 60
Chart 43: Duration of PC usage from home........................................... 61
Chart 44: Duration of internet usage from home.................................... 62
Chart 45: Duration of PC usage from office .......................................... 63
Chart 46: Duration of internet usage from office ................................... 64
Chart 47: Time spent by internet users on watching TV ........................... 65
Chart 48: Time spent by internet users on reading newspaper ................... 66
Chart 49: Time spent by internet users on listening to radio ..................... 67
Chart 50: Professional activities ....................................................... 70
Chart 51: Personal activities............................................................ 71
Chart 52: Downloading activities....................................................... 72
Chart 53: E-commerce related activities ............................................. 73
Chart 54: Online shopping............................................................... 74
Chart 55: Blogging activities ............................................................ 75
Chart 56: Member of an online community........................................... 76
Chart 57: Problems faced while surfing the internet ............................... 80
Chart 58: Multiple user shares of email websites ................................... 82
183
Chart 59: Number of email accounts and average per capita email ids ......... 83
Chart 60: Response to online marketing stimulus .................................. 112
184
Index: Change from
Previous Year Graphs
Chart 1: Gender breakup ................................................................ 31
Chart 2: Age group distribution ........................................................ 32
Chart 3: City class - by market size.................................................... 34
Chart 4: Top 10 cities within metros .................................................. 35
Chart 5: Top 10 cities within urban uptowns......................................... 36
Chart 6: Top 10 cities within emerging towns ....................................... 37
Chart 7: Top 10 cities within other towns ............................................ 38
Chart 8: Region-wise break-ups ........................................................ 39
Chart 9: Socio economic classification ................................................ 41
Chart 10: Highest educational qualification.......................................... 42
Chart 11: Occupational break up....................................................... 43
Chart 12: Head of the household....................................................... 45
Chart 13: Monthly family income ...................................................... 46
Chart 14: Most expensive vehicle owned by the household........................ 47
Chart 15: Ownership of credit cards (individually).................................. 48
Chart 16: Years of experience in using internet ..................................... 51
Chart 17: Place of accessing internet ................................................. 52
Chart 18: Type of internet connection at home ..................................... 53
Chart 19: Type of internet connection at office..................................... 54
Chart 20: Service provider subscribed to at home .................................. 55
Chart 21: Service provider subscribed to at office .................................. 56
Chart 22: Frequency of accessing internet from home ............................. 57
Chart 23: Frequency of accessing internet from office............................. 58
Chart 24: Time of the day accessing internet from home ......................... 59
Chart 25: Time of the day accessing internet from office ......................... 60
Chart 26: Duration of PC usage from home........................................... 61
Chart 27: Duration of internet usage from home.................................... 62
Chart 28: Duration of PC usage from office .......................................... 63
Chart 29: Duration of internet usage from office ................................... 64
Chart 30: Time spent by internet users on watching TV ........................... 65
Chart 31: Time spent by internet users on reading newspaper ................... 66
Chart 32: Time spent by internet users on listening to radio ..................... 67
Chart 33: Professional activities ....................................................... 70
Chart 34: Personal activities............................................................ 71
Chart 35: Downloading activities....................................................... 72
Chart 36: E-commerce related activities ............................................. 73
Chart 37: Online shopping............................................................... 74
Chart 38: Multiple user shares of email websites ................................... 82
Chart 39: Number of email accounts and average per capita email ids ......... 83
Chart 40: Response to online marketing stimulus .................................. 112
185
Index: Tables
Table 1: Detailed sample base distribution of the land survey ..................... 6
Table 2: Top 10 most popular online across city-markets ......................... 19
Table 3: Online activities undertaken ‘relatively’ more by Metro internet users
(Top 10) .................................................................................... 20
Table 4: Online activities undertaken ‘relatively’ more by Urban Uptown
internet users (Top 10) .................................................................. 20
Table 5: Online activities undertaken ‘relatively’ more by Emerging Town
internet users (Top 10) .................................................................. 21
Table 6: Online activities undertaken ‘relatively’ more by Other Town internet
users (Top 10) ............................................................................. 21
Table 7: Most top of mind recalled websites across city-markets (Top 5) ...... 23
Table 8: Most used websites across city-markets (Top 5) .......................... 23
Table 9: The most popularly used website by specific online activities across
city-markets ............................................................................... 24
Table 10: The most popularly used offline media brands across city-markets . 25
Table 11: Popularity of various internet activities .................................. 30
Table 12: Preferred language of reading ............................................. 40
Table 13: Household asset ownership ................................................. 49
Table 14: Popularity of various internet activities .................................. 68
Table 15: Membership by type of online community ............................... 77
Table 16: Most used local language websites (other than English) ............... 78
Table 17: Online activities desired in other languages ............................. 79
Table 18: Preferred websites - emailing .............................................. 81
Table 19: Top of mind unaided recall - all websites ................................ 84
Table 20: Most used website - all websites........................................... 85
Table 21: Info search (English) ......................................................... 86
Table 22: Info search (local language) ................................................ 87
Table 23: Job search ..................................................................... 88
Table 24: Booking travel tickets ....................................................... 89
Table 25: Online shopping (other than travel tickets).............................. 90
Table 26: Online news ................................................................... 91
Table 27: Financial news & info (rates, quotes, etc.) .............................. 92
Table 28: Online share trading ......................................................... 93
Table 29: Real estate info............................................................... 94
Table 30: Matrimonial search........................................................... 95
Table 31: Dating/friendship search.................................................... 96
Table 32: Social networking/communities ........................................... 97
Table 33: Online gaming................................................................. 98
Table 34: Download mobile content................................................... 99
Table 35: Preferred instant messaging applications ............................... 100
Table 36: Download music ............................................................. 101
Table 37: Sports content ............................................................... 102
Table 38: Cinema content.............................................................. 103
Table 39: Most used local language websites (other than English) .............. 104
Table 40: Preferred blog sites ......................................................... 105
Table 41: Preferred astrology website ............................................... 106
Table 42: Preferred online learning / education website......................... 107
Table 43: Favorite TV channels ....................................................... 108
Table 44: Favorite newspapers ........................................................ 109
Table 45: Favorite magazines ......................................................... 110
Table 46: Favorite radio channels .................................................... 111
Table 47: TOM recall for brands....................................................... 113
186
Index: Segment wise
Detailed Tables
Table 1: Gender breakup ............................................................... 115
Table 2: Age group distribution ....................................................... 115
Table 3: City class - by population size .............................................. 116
Table 4: City class - by market size .................................................. 116
Table 5: City wise distribution within metros....................................... 117
Table 6: City wise distribution within urban uptowns ............................. 119
Table 7: City wise distribution within emerging towns............................ 121
Table 8: City wise distribution within other towns................................. 123
Table 9: Region-wise break-ups ....................................................... 124
Table 10: Preferred language of reading ............................................ 125
Table 11: Socio economic classification ............................................. 126
Table 12: Highest educational qualification......................................... 126
Table 13: Occupational break up ..................................................... 126
Table 14: Function / field of occupation ............................................ 127
Table 15: Head of the household ..................................................... 127
Table 16: Monthly family income ..................................................... 127
Table 17: Most expensive vehicle owned by the household ...................... 128
Table 18: Ownership of credit cards (individually)................................. 128
Table 19: Household asset ownership ................................................ 129
Table 20: Current loan liabilities...................................................... 129
Table 21: Years of experience in using internet.................................... 130
Table 22: Place of accessing internet ................................................ 130
Table 23: Type of internet connection at home .................................... 130
Table 24: Type of internet connection at office ................................... 131
Table 25: Service provider subscribed to at home ................................. 131
Table 26: Service provider subscribed to at office................................. 132
Table 27: Frequency of accessing internet from home ............................ 132
Table 28: Frequency of accessing internet from office ........................... 132
Table 29: Time of the day accessing internet from home ........................ 133
Table 30: Time of the day accessing internet from office ........................ 133
Table 31: Duration of internet usage from home................................... 133
Table 32: Duration of internet usage from office .................................. 134
Table 33: Duration of internet usage during weekdays............................ 134
Table 34: Duration of internet usage during weekends ........................... 134
Table 35: Duration of PC usage from home ......................................... 135
Table 36: Duration of PC usage from office ......................................... 135
Table 37: Time spent by internet users on watching TV .......................... 135
Table 38: Time spent by internet users on reading newspaper .................. 136
Table 39: Time spent by internet users on listening to radio .................... 136
Table 40: Professional activities ...................................................... 136
Table 41: Personal activities........................................................... 137
Table 42: Downloading activities ..................................................... 137
Table 43: E-commerce related activities ............................................ 138
Table 44: Online shopping.............................................................. 138
Table 45: Blogging activities ........................................................... 138
Table 46: Member of an online community ......................................... 139
Table 47: Membership by type of online community .............................. 139
Table 48: Usage of other language websites ........................................ 140
Table 49: Online activities desired in other languages ............................ 140
Table 50: Problems faced while surfing the internet .............................. 141
Table 51: Top of mind unaided recall - all websites ............................... 142
Table 52: Most used website - all websites.......................................... 144
Table 53: Preferred website for emailing ........................................... 144
Table 54: Multiple user shares of email websites .................................. 145
Table 55: Number of email accounts and average per capita email Ids ........ 145
Table 56: Preferred website for job search ......................................... 146
187
Table 57: Preferred website for mobile content ................................... 147
Table 58: Preferred website for sports .............................................. 148
Table 59: Preferred website for travel products ................................... 149
Table 60: Preferred website for matrimony......................................... 150
Table 61: Preferred website for financial news/info .............................. 151
Table 62: Preferred website for cinema ............................................. 152
Table 63: Preferred website for online share/stock trading...................... 153
Table 64: Preferred website for games .............................................. 154
Table 65: Preferred website for online shopping................................... 155
Table 66: Preferred website for online news ....................................... 156
Table 67: Preferred website for friendship/dating ................................ 157
Table 68: Preferred website for music ............................................... 158
Table 69: Preferred info search engine - local language .......................... 159
Table 70: Preferred website for real estate......................................... 160
Table 71: Preferred info search engine - English ................................... 160
Table 72: Preferred website for instant messaging ................................ 161
Table 73: Preferred website for social networking/communities ............... 161
Table 74: Preferred website for astrology........................................... 162
Table 75: Preferred website for online learning/education ...................... 163
Table 76: Preferred blog sites ......................................................... 164
Table 77: Other language preferred for local language content................. 165
Table 78: Preferred website for checking local language content .............. 166
Table 79: Most preferred TV channel................................................. 167
Table 80: Most preferred newspaper ................................................. 170
Table 81: Most preferred magazine................................................... 172
Table 82: Most preferred radio channel ............................................. 175
Table 83: Response to online marketing stimulus .................................. 175
Table 84: Top of mind recall for brands ............................................. 176
Table 85: City type classification by market size .................................. 181
Table 86: Socio Economic Classification (SEC) Grid ................................ 182
188
189
190

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India Online 2007

Internet Users by City Market Size

India Online 2007

Internet Users by City Market

Key Findings ..............................................................12

Segment Wise Detailed Tables ...................................... 114

Appendix ................................................................ 180

India Online 2007

X Highly credible latest estimate of internet using population in urban India

India Online 2007

User Segment Supplementary Reports

Category Supplementary Reports: (comparative profiling of top 5 websites)

Note - All supplement reports are subject to sufficiency of sample responses.

The land survey

Table 1: Detailed sample base distribution of the land survey

Region City/ Town City Class Sample Size City Class

West Rajkot (Guj) 5 lakh - 10 lakh 301

East Bhubneshwar (Ori) 5 lakh – 10 lakh 303

South Mysore (Kar) 5 lakh – 10 lakh 329

Some further questions related to the specifics of demographic profile of the

The Online Survey

X In terms of capturing website preferences, 6 more online activity categories

In the online questionnaire, a response format of 'clicking' a single or multiple

Further, to enlist complete and sincere responses, an incentive of a significant

The smaller markets (emerging/other towns) currently host a staggering 12.3

Internet users in non-metros are relatively ‘younger’ than users in metros.

This similarity in patterns of incomes and socio-economic profile of internet

Google is relatively more popular in larger markets while Yahoo holds it up

Graph 1: Internet users by city-market classes

Current Year M etro Urban uptowns Emerging Towns Others

Graph 2: Top 10 cities within metros

Current Year Delhi M umbai Bangalore Hyderabad Chennai

Kolkata Pune Ahmadabad Coimbatore Surat

Graph 3: Top 10 cities within urban uptowns

Current Year Lucknow Jaipur Nagpur Indore Vadodara

Faridabad Ludhiana Bhopal Patna Kanpur

Graph 4: Top 10 cities within emerging towns

Current Year Visakhapatanam Chandigarh Thiruvanathapuram

Graph 5: Top 10 cities within other towns

In terms of population size, almost all metro city-markets have population of 10

Graph 6: Population-wise distribution of city-markets among internet users

M etro Urban Emerging Others All Users

Metros and the Emerging City-Markets Show Higher ‘Southern’

Graph 7: Region-wise distribution of internet users by city-markets

Current Year North East South West

M etro Urban uptowns Emerging Others All Users

These trends are also supported by the preferred language of reading of

Internet Users in Non-Metros are Relatively ‘Younger’ Than Users in

Graph 8: Age distribution of internet users across city-markets

Current Year 13-18 yrs 19-24 yrs 25-35 yrs

M etro Urban uptowns Emerging Others All Users

However, metro city-markets do show the highest proportion of 25-35 year

The ‘Male Skew’ is Deeper in Smaller Markets

Graph 9: Gender break-up of internet users across city-markets

Current Year M ale Female

M etro Urban Emerging Others All Users

Small town users are not necessarily the least affluent

The proportion of users belonging to high-income households (Rs 50,000

Graph 10: Monthly family income of internet users across city-markets

Current Year Upto Rs. 10K 10-30K 30-50K Above 50K

20% 14% 13% 13% 13%

M etro Urban uptowns Emerging Others All Users

This trend is also reflected in the socio-economic (SEC) profile of different

Graph 11: SEC profile of internet users across city-markets