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India Online Landscape 2010

Online Indians and their Net Usage Behavior and Preferences

What’s new this year!
• Most comprehensive estimate of internet users in India, including those accessing
internet on their mobile phone

• Estimate based on one of the biggest surveys in the country covering over 250,000
individuals living in 58,000 households across all regions and states. 2-stage
random sampling of households within the towns and villages using electoral lists

• Individual city level estimates of internet users for top 25 cities. User profile and
usage behavior available for the top 10 individual cities

• Psychographic and lifestyle segmentation and profiling of regular internet users

Study Overview
• Most recent and comprehensive estimates of Internet user-ship in India
Estimates based on a land survey conducted among more than 250,000 individuals spread across all 4 regions of the
country in Apr-May 2010 (covering 37,000 households in 101 cities and 21,000 households in 1,000+ villages)

• Insightful understanding of net usage behavior and preferences of regular

online Indians
Findings on ‘psychographic profile’, ‘net usage dynamics’, ‘online activities undertaken’ and ‘website preferences’
based on an online survey conducted separately in Apr-May 2010 among more than 12,000 ‘active’ internet users from
Juxt’s own online panel of 180,000+ active internet users

• Understanding of online Indians as ‘consumers’ and not just as faceless net

Includes their socio-economic status, online shopping behavior, and website and media preferences reported on the
‘most used’ basis. Website preferences captured for over 40 online verticals/domains
 A land survey was conducted in Apr-May 2010 to profile and estimate ‘internet users’ in India. The survey
covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India
(covering all the key, and 69 of the total 77 regions in India as classified by NSSO)

 Sampling within the towns and villages was done on ‘2 stage random’ basis - firstly a random selection of
polling booths was done, and then a random selection of households from the electoral list within each of
these randomly selected polling booths was done (or systematic random selection of nth house in the polling
booth area if the electoral list was not available for the polling booth)

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

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

 Representation ‘weights’ will be derived and applied on 6 demographic parameters – state, town class, SEC,
gender, age and preferred language of reading. Only authentic ‘Govt. of India’ base-level population statistics
are used while deriving the demographic representation ‘weights’ (NSSO/Census/RGI)
• From 2010, all the India Online reports are available as query-based online
datasets with findings presented as tables/graphs/charts (no PDF reports anymore)

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

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

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

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

Youth Online 13-24 year old internet users Generic Portals

Online Shopping Non-travel products

Women Online Women internet users

India Online Universe Online Travel

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

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

Corporate employees on the net Online Share Trading Astrology

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

Online Lingua Online Real Estate Video Sharing

Vernacular language net users

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

Single Datasets

India Online Universe Individual Segment Datasets Individual Category Datasets

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

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

India Online Landscape

5 - 9 consumer segment or
(master dataset – all internet users,
urban, rural, state-wise, town class- + vertical category datasets  Rs. 450,000
wise, city-wise for top 10 cities)

+ 10 or more consumer segment

or vertical category datasets  Rs. 600,000

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

* 10.3% service tax extra

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

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

Week of 21st June 2010

: Supplementary Level Datasets

2 days per dataset thereafter from date of order

: PowerPoint Report

1 week per dataset report thereafter from date of order

• Reporting Format : Query access based online dataset

India Online Landscape Dataset
(Information Coverage)

Size Estimates of Internet Users in India

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

Geographics of Internet Users

• Region, State, Urban/Rural area, City Type/Village Type, Top individual cities

Personal Demographics of Internet Users

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

Personal Psychographics of Internet Users

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

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

Personal Consumption Lifestyle Orientation

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

Other Personal Consumption Habits & Lifestyle

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

Household’s Socio-Economic Profile

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

Personal Health Profile

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

Personal Media Usage

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

Net usage status and dynamics

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

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

Popular online activities undertaken and most used websites

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

 Emailing  Instant Messaging/Chatting

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

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

• Contact Person : Sanjay Tiwari

• Email :

• Website :
Thank You!