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Viewing report
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India Online 2008
JuxtConsult, June 2008, Pages: 298
The India Online study helps in understanding the status and net usage behavior and preferences of online Indians. It not only provides the most recent estimates on the Internet user-ship, growth and penetration in India but also gives a highly ‘insightful’ understanding of the current net usage behavior and preferences of various types of online Indians.
Online user base touching 50 million in India, 1 in 5 users coming from rural areas. The total base of internet users in India stands at 49.4 million currently. 82% of online Indians come from the urban areas and 18% from the rural areas. At these levels, the penetration of internet stands at 4.5% of the total population of India. Net is the ‘dominant’ medium in the homes of online Indians.
Almost 9 out of 10 regular internet users accessing the net from home or place of work do so ‘daily’ (though only 33% of cyber café based internet users access the net on daily basis). More importantly, Internet users who access the net from home tend to be relatively ‘heavier’ users of the internet as compared to the ‘offline’ mediums (TV, newspaper and radio). Regular internet users tend to be the lightest users of radio, followed by newspaper and then TV.
Internet usage in India has shown a healthy growth in last one year. More importantly, it is showing clear signs of evolving and becoming the ‘dominant medium’ of interacting with the world for a good proportion of the regular online Indians. It is increasingly becoming more and more relevant and meaningful in their ‘personal’ lives (and not just their work lives). However, online buying has not really picked as much this year, making net more of a ‘window shop’ rather than an ‘online market’ in any true sense of the word (except for the travel products maybe).The fact that the bulk of Indian consumer mass comes from the vernacular Indian world, the increasing usage of local language websites is one of the most important elements of internet usage to watch for in the future.
Availability of relevant and meaningful local language content and applications on the net, together with affordable access, may become the biggest enabler (or the biggest limiting factor) in the future growth of Internet usage in India.
Insightful report
- Most recent estimates of Internet user-ship and penetration in urban and rural India. Estimates based on a land survey of over 12,000 households in 40 cities and over 4,000 households in 160 villages spread across all the 4 regions of the country
- Insightful understanding of the net usage behavior and usage preferences of regular online Indians. In-depth usage findings are based on an online survey of over 15,000 internet users.
- Understanding of online Indians as ‘consumers’ and not just as faceless net users. Includes their socio-economic status, online shopping behavior, and website and media preferences reported on the ‘most used’ basis.
- Comparative profile of users of top 5 websites for 26 distinct online domains/verticals.
- Reporting of ‘changes’ vis-à-vis the last year for almost all information.
Who is it meant for?
- Those marketing the net (website owners and interactive media agencies).
- Those marketing on the net (online marketers).
- Those marketing through the net (offline marketers).
- And all those who would like to understand and use Internet to market to their potential consumers.
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