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India Online 2009 Understanding Online Indians and their Net Usage Behavior and Preferences

Author: mozomo

Post on 20-Jan-2015




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  • 1. India Online 2009 Understanding Online Indians and their Net Usage Behavior and Preferences


  • Most recent estimates of Internet user-ship in urban and rural India.Estimates based on a land survey conducted between Dec 2008Jan 2009 among 135,000 individuals from 16,000 households in 40 cities and over 12,000 households in 480 villages spread across all the 4 regions of the country
  • Insightful understanding of net usage behavior and preferences of regular online Indians.Findings on net usage dynamics based on a sample of over 50,000 active online panel members with JuxtConsult, and findings on popular online activities and website preferences based on an online survey among more than 12,500 of these active panel members in Feb-Mar 2009
  • 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
  • Website preferences captured for over 32 online verticals/domains

Study Overview 3.

  • A land survey was conducted to profile and estimate the users of internet.The survey covered towns and villages of all population strata, and households of all socio-economic classes (SEC) within each of these towns and villages
  • Net usage dynamics, behavior and website preferences were captured from the actual internet users form JuxtConsults own Internet User Panel ( )
  • Demographic weights derived from the land survey were then used to make the online panel and survey data representative of the entire online urban population (and not just of the online panel members)
  • Representation weights were derived based on 6 demographic parameters - town class, SEC, region, gender, age and preferred language of reading
  • Only authentic Govt. of India data (NSSO/Census/RGI) were used for estimation of user-ship and derivation of representation weights

Methodology 4. Topline Findings 5.

  • All internet users down at 47 million (39 million urban, 8 million rural)
  • Drop of 6% from last year (lapse of around 3 mn occasional users)
  • Just 10% growth in regular users base*, reaching 38.5 mn (33 mn urban)
  • +3.5 mn regular urban users over last year, +0.4 mn regular rural users
  • 15% growth in daily internet users (+4.2 mn in last 1 year to reach 32 mn)

Pond gets smaller, but livelier *Regular internet users = internet users who use the internet at least once a month **All internet users = Regular + Occasional internet users who have used the internet in last one year 6. Lapsers predominantly Cybercafe users

  • Exclusive cybercaf user base shrink to become just 6% of all internet users
  • Lapsers from cyber cafe account for most of the internet lapsers in last one year
  • Office continues to be the place from where internet is accessed the most (68% at multiple access point level)
  • Average place of access per user is 1.9
  • On preferred access point basis, home tops at 37%


  • 1 out of 4 computer user still not using internet
  • Most new broadband connections are replacement connections
  • Still only 4 mn internet users access it through mobile phones
  • Only 13% of existing internet users prefer to read in English
  • More importantly only 20 mn Indians (