Juxtconsult India Online 2007 Online Share Trading Report

India Online 2007

Online Share Trading

India Online 2007

Online Share Trading Report

India Online 2007

© copyright JuxtConsult

Online Share Trading

India Online 2007

Table of content India Online 2007 ......................................................... 1 India Online 2007 Reports ............................................... 3 Methodology ............................................................... 5 Executive Summary .....................................................10 Key Findings ..............................................................12 Detailed Findings: Popularity of the Activity ..............................................26 Demographic Profile ....................................................29 Socio-Economic Profile .................................................36 Economic Profile.........................................................41 Net Usage Status.........................................................46 Net Usage Dynamics.....................................................52 Preferred Net Activities ................................................63 Most Used Websites .....................................................77 Most Used Offline Media Brands..................................... 102 Offline Brands Recalled .............................................. 106 Segment Wise Detailed Tables ...................................... 107 Appendix ................................................................ 164

Online Share Trading

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 indepth 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.

1

Online Share Trading

In sum, what you get in India Online 2007 you are unlikely to get elsewhere: X X X X X

Highly credible latest estimate of internet using population in urban India Key insights on various aspects of internet usage in India An understanding of online Indians as 'consumers' and not just as faceless net users How to reach these online consumers on the net, as well as through the offline mediums Preferred 'user shares' of key online brands in 21 different online activity categories

2

India Online 2007

India Online 2007 Reports Main Report X

Overall Status and Usage of Internet in India

User Segment Supplementary Reports X X X X X X X X X X X X X X X X X X

Women on the net Youth on the net (teenagers and young adults) Net users by their socio-economic (SEC) profile Students on the net Corporate employees on the net IT professionals on the net Heavy Online Spenders on the net Bloggers on the net Car owners on the net Two-wheeler owners on the net Mobile phone owners on the net Credit card owners on the net Net users by place of access (homes, place of work, cyber cafes) Net users by type of connection (broadband, dial-up) Net users by town population size (10 lakhs plus, 5-10 lakhs, 1-5 lakhs, Below 1 lakh) Net users by town market size (metros, urban uptowns, emerging towns, others) Net users as financial investors Vernacular language net users

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

Online shopping Emailing Job search Matrimony Info search - English Info Search - Local language Online travel Social networking/communities Friendship / dating Online news Financial info/news Online share trading Cinema content Sports content

3

Online Share Trading

X X X X X X

Online music Online games Online real estate Mobile content download Astrology 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.

4

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,

5

Online Share Trading

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 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

North

West

East

South

Total (31)

City/ Town

City Class

Sample Size

Delhi

10 lakh +

401

Kanpur (UP)

10 lakh +

297

Ludhiana (Pun)

10 lakh +

302

Patna (Bih)

10 lakh +

303

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

Mumbai (Mah)

10 lakh +

399

Ahmedabad (Guj)

10 lakh +

404

Pune (Mah)

10 lakh +

300

Rajkot (Guj)

5 lakh - 10 lakh

301

Dewas (MP)

1 lakh - 5 lakh

303

Hinganghat (Mah)

50 K - 1 lakh

307

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

Bhubneshwar (Ori)

5 lakh – 10 lakh

303

Raniganj (WB)

1 lakh – 5 lakh

300

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

Mysore (Kar)

5 lakh – 10 lakh

329

Kozhikode (Ker)

1 lakh – 5 lakh

300

Nellore (AP)

1 lakh – 5 lakh

300

Cheruvannur (Ker)

50 K – 1 lakh

294

Edapaddi (TN)

20 K – 50 K

305

-

-

10,002

City Class

10 lakh +

5 lakh - 10 lakh

1 lakh – 5 lakh

50 K – 1 lakh

20 K - 50 K

Total (31)

6

India Online 2007

To check for both the 'regular' as well as 'occasional' usage of the Internet, at each of the 1,000 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 socioeconomic 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.

7

Online Share Trading

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.

8

India Online 2007

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. Last but not least, in this year's reports we have brought in the presentation of the 'changes' in the usage behavior and preferences visà-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.

9

Online Share Trading

Executive Summary Online share trading is only a ‘niche’ online activity. Less than 1 in 8 regular online urban Indians (13%) check and trade shares online. The activity is only the 38th most popular online activity, with 3.3 million online urban Indians undertaking it, and can at best be classified as a ‘niche’ online activity. Compared to last year the category has shown a marginal decline of +1% points in its penetration. In number terms it has meant an addition of only 0.2 million online share trading users and a year-on-year growth of only 6%. About 1 in 4 (26%) net users who check financial info online (rates, quotes, etc) and about 1 in 4 net-bankers (23%) indulge in online share trading. Online share trading net users are largely ‘mature’ males from the higher ‘socio-economic’ strata. Online share trading users show distinctly ‘superior’ socio-economic profiles - 44% of them are from SEC ‘A’ households, 42% are graduates from professional stream of education, 77% are employed and 61% are ‘chief wage earner’ of their household. They also show distinctly higher levels of affluence. 42% of them have family incomes of more than Rs.30,000 per month, almost half of them have cars, air conditioner and microwaves in the household, 2 in 3 have credit cards (67%) and 9 out of 10 own a computer/laptop at home (88%). Further, 3 out of 4 own ‘shares’ of companies (74%) and over half of them (56%) have invested in mutual funds. 9 out of 10 online share trading net users are male (88%), and 8 out of 10 (79%) are over 25 years of age. They also tend to come relatively more from the ‘west’ region of the country (33%). Online share trading net users are more ‘experienced’ and ‘frequent’ internet users. Their internet usage experience is also distinctly higher than the average net users – while 63% of all net users have been using the net for at least 2 years, 83% of online share trading net users have been doing so. Online share trading net users are the more ‘frequent’ users of internet both from home as well as from the office. And between the two places (home and office), online share trading net users are relatively ‘heavier’ users of the net from office. Online share trading net users mean ‘business’ when they are on the net. 9 out of the top 10 activities that online share trading net users undertake significantly more than the overall net users are clearly ecommerce/business related (checking financial rates and info, checking financial/business news, net banking, online buying, online bill payments, business/professional networking, etc.). On the other hand, they undertake most of the online entertainment, social and personal

10

India Online 2007

interactivity or casual online activities only marginally more or just about the same as the overall net users. Compared to 43% of all internet users buying online, a whopping 68% of online share trading net users have bought online. Despite their high orientation towards business/professional activities on the net, online share trading net users also show noticeably higher inclination to participate in blogs and join online communities than the overall net users. ICICI Direct is the clear ‘leader’ in the online share trading category. With more than 1 in 3 online share trading net user (36%) preferring to use ICICI Direct to check and trade shares online, it emerges as the clear market leader in the category. Sharekhan follows at the 2nd position with a user share of 22%. Indiabulls, Kotaksecurities and Religare follow as distant 3rd, 4th and 5th with 7%, 4% and 3.5% user shares respectively. With the top 5 websites accounting for 72% of the user preference in the category, online share trading appears to be a category with high level of brand ‘distinction’ and fairly ‘evolved’ brand preferences. ICICI Direct and Indiabulls preferring online share trading users have the most ‘premium’ socio-economic profiles and are the most ‘experienced’ net users. ICICI Direct and Indiabulls preferring online share trading users show relatively better socio-economic profiles as well affluence levels. Kotaksecurities preferring ones lag behind the most. In terms of their internet usage behavior, again ICICI Direct preferring online share trading users are relatively the most ‘experienced’ net users and Kotaksecurities ones relatively the least experienced net users. Other than Kotaksecurities, online share trading users of the other 3 websites buy online significantly more and almost equally. Kotaksecurities preferring ones are the relatively ‘heavier’ users of TV, newspapers as well as radio. On the other hand, Sharekhan ones are the relatively ‘lightest’ readers of newspapers and ICICI Direct ones the relatively ‘lightest’ users of TV and radio.

11

Online Share Trading

Key Findings Online share trading is only a ‘niche’ online activity Less than 1 in 8 regular online urban Indians (13%) trade shares online. At this level of usage, the activity is only the 38th most popular online activity undertaken by regular online urban Indians and can at best be classified as ‘tertiary’ or ‘niche’ level online activity in the Indian online space. In terms of numbers, around 3.3 million online urban Indians check and trade shares online. Among online activities, only net telephony, commenting on/owning blogs and local language website checking are undertaken by fewer online Indians than online share trading. Table 2: Popularity of various internet activities Rank

Online Activity

% All Internet Users

In Millions

1

Emailing

95%

24.0

2

Job search

73%

18.4

3

Instant messaging

62%

15.6

4

Check news

61%

15.4

5

Music

60%

15.1

6

Chatting

59%

14.9

7

Check sports

57%

14.4

8

E-greetings

57%

14.4

9

Info search - English search engines

56%

14.0

10

Online games

54%

13.7

11

Dating / friendship

51%

12.9

12

Mobile contents (ring tones, games)

50%

12.5

13

Search work related info

49%

12.3

14

Matrimonial search

48%

12.0

15

Educational / learning material

48%

12.0

16

Screensavers / wallpapers

46%

11.5

17

Astrology

46%

11.5

18

Check financial info

45%

11.4

19

Search for product information

45%

11.2

20

Social networking / communities

44%

11.0

21

Buy online

43%

10.9

22

Share pictures

40%

10.0

23

Check real estate info

37%

9.2

24

Check hobby related info

32%

7.9

25

Check business / financial news

30%

7.6

26

Net banking

30%

7.6

27

Check health & lifestyle info

30%

7.6

28

Movies

29%

7.4

12

India Online 2007

Rank

Online Activity

% All Internet Users

In Millions

29

Check cinema content

28%

7.0

30

Info search - local language search engines

28%

6.9

31

Check / read blogs

27%

6.7

32

Business/professional networking

26%

6.6

33

Check personal travel related info

26%

6.5

34

Buy other than travel products

24%

6.1

35

Look for seminar/workshops

24%

6.0

36

Online bill payment

22%

5.6

37

Check business travel related info

19%

4.7

38

Online stock trading

13%

3.3

39

Net telephony

13%

3.2

40

Comment on blog post

12%

3.0

41

Local language website usage

12%

2.9

42

Have a blog site of own

7%

1.7

Compared to the year 2006, when 14% of all regular online urban Indians were trading shares online the category has shown a marginal decline of +1% points in its penetration among the online Indian base. In number terms it has meant an addition of only 0.2 million online share trading users in last one year (over 3.1 million online urban Indians in 2006), a year-on-year growth of only 6%. Against only 13% online Indians trading shares online, 22% pay bills online, 30% undertake net banking and almost half (45%) check financial info online (stock quotes, interest rates, exchange rates, etc.). Among all those who check financial info online about 1 in 4 (26%) trade shares online. Interestingly, about 45% of online share trading net users (5% out of the 13%) do not undertake net banking. On the other hand, only about 1 in 4 net-bankers (23%) indulge in online share trading. Lastly, only 4% of all net users undertake net banking, trade shares online as well as pay bills online.

13

Online Share Trading

Chart 1: Overlap between online share trading, online bill payment and net banking Online Share Trading - 13%

Share Trading Only 5%

Online Bill Payment - 22%

1%

Bill Payment Only 6%

4% 3%

11%

Net Banking Only 12%

Net Banking - 30%

Online share trading net users are largely ‘mature’ males from the higher ‘socio-economic’ strata Online share trading net users show distinctly ‘superior’ socio-economic profiles. 44% of them coming from the SEC ‘A’ households (as against 24% of all net users), 42% of them graduates from professional stream of education (against 25% of all net users) and 77% of them are employed (against 62% of all net users). Also a significantly higher proportion of them are ‘chief wage earner’ of their households (61% against 47% of all net users). In line with their ‘above average’ socio-economic profile, online share trading net users also show distinctly higher levels of affluence. A significantly higher 42% of them have family incomes of more than Rs.30,000 per month (against 23% for all net users). They show very high levels of ownerships of almost all household and financial assets. Almost half of them have cars, AC and microwaves in the household, 2 in 3 have credit cards (67%), 9 out of 10 own a computer/laptop at home (88%), 3 out of 4 own a home as well as ‘shares’ of companies (74%) and over half of them (56%) have invested in mutual funds. Males tend to trade share online significantly more. 9 out of 10 online share trading net users (88%) are male. Further, online share trading net users are predominantly ‘mature’ in their age profile, with 8 out of 10 of them (79%) being over 25 years of age, when only 42% of all net users are over 25 years in age. Lastly, online share trading net users tend to come relatively more from the ‘west’ region of the country. 33% of them (as against only 26% of all net users) come from this region. At the same time, net users from ‘south’ tend to share trade online relatively less. Only 33% of online

14

India Online 2007

share trading net users are from ‘south’ when 40% of all net users come from this region. Table 3: Key demographic and socio-economic profile of net users trading shares online Net Users Trading Shares Online

All Internet Users

1,623

25,060

Male users

88%

82%

Users above 25 years age groups

79%

58%

From metro city markets

48%

37%

Users from southern region

33%

40%

Users from western region

33%

26%

User prefer to read in English

54%

41%

User from SEC ‘A’

44%

24%

User from SEC ‘B’

33%

32%

Employed user

77%

62%

Users are from ‘professional’ educational stream

42%

25%

User is chief wage earner of the HH

61%

47%

Rs.10,000 – Rs.30,000 family income

42%

39%

Rs.30,000+ family income

42%

23%

Car ownership in the HH

50%

28%

Credit card ownership in the HH

67%

35%

Demat account ownership in the HH

100%

21%

Computer/laptop owned in the HH

88%

67%

Attribute Sample Base

Table 4: Ownership of key household and financial assets among net users trading shares online Asset Sample Base

Net Users Trading Shares Online

All Internet Users

1,623

25,060

Home

73%

58%

Color TV

97%

92%

Mobile Phone

97%

90%

Fridge

92%

75%

Washing Machine

76%

57%

Microwave

44%

24%

Air Conditioner

45%

25%

Bank Account

100%

82%

Life Insurance

86%

61%

Medical Insurance/CGHS

61%

33%

Debit Card

82%

52%

Fixed Deposits

60%

34%

Mutual Funds

56%

22%

Hold Shares of Companies

74%

20%

15

Online Share Trading

Online share trading net users are more ‘experienced’ and ‘frequent’ internet users The internet usage experience of online share trading net users is distinctly higher than the average net users – while 83% of online share trading net users have been using the net for at least 2 years, this figure is a much lower 63% among all internet users. Further, almost 8 out of 10 of them (81%) access the net from home, significantly much higher than the average of 59% among all net users. Online share trading net users are also the more ‘frequent’ users of internet, both from home as well as from the office. The proportion of online share trading net users accessing the net ‘at least 2 times or more a day’ from home and office is 61% and 76% compared to 51% and 63% for all net users. Between the two places (home and office), online share trading net users are relatively ‘heavier’ users of the net from office. More than 1 in 3 of them (37%) uses the net for more than 2 hours a day from office (compared to 29% of all net users). In comparison, only 1 in 4 of them (25%) uses the net fro more than 2 hours a day from home. Table 5: Key net usage behavior of net users trading shares online Attribute Sample Base

Net Users Trading Shares Online

All Internet Users

1,623

25,060

2 years+ of net usage experience

83%

63%

Users accessing the net from home

81%

59%

Users accessing the net from office

81%

78%

Users accessing the net from cyber cafe

41%

47%

Broadband connection at home

76%

68%

Users accessing net at least 2 times a day from home (of those who access from home)

61%

51%

Users accessing net at least 2 times a day from office (of those who access from office)

76%

63%

Heavy users (2 hrs+/day) from home

25%

22%

Heavy users (2 hrs+/day) from office

37%

29%

Other salient points regarding internet access dynamics of online share trading net users are: X

They access the net almost equally from both home and office at 81% each. However, compared to the overall net users, they access the net significantly more form home. They access the net relatively less from cybercafés (41%) compared to the overall net users (47%).

X

A noticeably more of them have broadband connection at home (76% as against 68% for all net users).

X

Online share trading net users complain relatively less or show the same levels of concern about the technical aspects of net access as compared to the overall net users (slow website opening and

16

India Online 2007

difficult to connect). However, they complain significantly more than the overall net users when it comes to the other ‘irritants’ like spam/junk mails, unsolicited ads and pop-ups and virus/spyware. Chart 2: Problems faced while surfing the Internet Current Year 100%

Spam / junk mails

Slow website opening

Unsolicited ads/pop-ups

Virus / spyware

Difficult to connect

Lack of response to queries

80% 62% 60% 40%

60%

62%

59% 56% 49% 29% 29%

45%

49% 35%

27%

20% 0% Online Share Trading Net Users

All Internet Users

Online share trading net users mean ‘business’ when they are on the net Online share trading net users undertake business/profession related and e-commerce related online activities significantly more than the other net users. In comparison, they undertake most of the online entertainment, social and personal interactivity or casual online activities only marginally more or just about the same as the overall net users. In fact, 9 out of the top 10 activities that online share trading net users undertake significantly more than the overall net users are clearly commerce/business related - the top 3 being checking financial rates and info, checking financial/business news and net banking. The other activities are largely about online buying, online bill payments and business/professional networking.

17

Online Share Trading

Table 6: Popular online activities undertaken relatively more by net users trading shares online (Top 15) Online Activities Sample Base

% Net Users Trading Shares Online Undertake

% All Internet Users Undertake

% Net Users Trading Shares Online Undertake More

1,623

14,253

Check financial info

84%

45%

+39%

Check business/Financial news

66%

30%

+36%

Net banking

65%

30%

+35%

Buy travel products

68%

43%

+24%

Online bill payment

46%

22%

+24%

Buy other than travel products

46%

24%

+21%

Business/professional networking

45%

26%

+19%

Check real estate info

54%

37%

+18%

Check personal travel related info

43%

26%

+17%

Check news

77%

61%

+15%

Check business travel related info

34%

19%

+15%

Search for product information

60%

45%

+15%

Search work related info

61%

49%

+12%

Social networking / communities

55%

44%

+11%

Matrimonial search

59%

48%

+11%

On the whole, the ‘depth’ of internet usage among online share trading net users is significantly richer. They use the internet for many more activities (across personal, professional and e-commerce related activities) and undertake almost all of them except chatting, checking cinema content and downloading screensavers/wallpapers more than the overall net users. They also own noticeably higher average per capita email ids (3.4 as against 3.0 among all net users). Despite their high orientation towards business/professional activities on the net, online share trading net users show noticeably higher inclination to participate in blogs and join online communities than the overall net users. While 30% of all internet users participate in blogs and 41% are members of online communities, a higher 38% of online share trading net users participate in blogs and 47% are members of online communities. At 15%, usage of local language websites is only marginally more popular among online share trading net users than among all internet users (12%).

Online share trading net users make ‘distinctly better’ online consumers Online share trading net users are significantly more receptive to various types of online marketing stimuli (online contests, banner ads, sponsored search ads or e-mailers) than overall net users. And it just doesn’t stop at that they buy online also significantly more. Compared to 43% of all internet users buying online a whopping 68% of online

18

India Online 2007

share trading net users have bought online. Almost 1 in 3 of them (32%) has also bid and bought in an online auction. Table 7: Response to online marketing stimuli and online buying behavior Net Users Trading Shares Online

All Internet Users

1,623

10,888

Participated in an online contest

56%

43%

Clicked a banner ad

55%

47%

Clicked a sponsored search ad

50%

37%

Clicked a product/service e-mailer

24%

14%

Online buyers

68%

43%

Bid/Bought in an online auction

32%

23%

Sample Base

ICICI direct is the clear ‘leader’ in the online share trading category With more than 1 in 3 online share trading net user (36%) preferring to use ICICI Direct the most to check and trade shares online, it emerges as the clear market leader in the category on ‘preferred usage’ basis. Sharekhan follows at the 2nd position with a user share of 22%. Indiabulls, Kotaksecurities and Religare follow as distant 3rd, 4th and 5th with 7%, 4% and 3.5% user shares respectively. With the most preferred top 5 websites accounting for 72% of the user preference in the category, online share trading appears to be a category with high level of brand ‘distinction’ with fairly ‘evolved’ brand preferences. Table 8: Preferred websites for checking and trading shares online Rank

Website

Sample Base

% Online Share Trading Net Users Preferring to Use (2007) 1,558

1

ICICI Direct

36%

2

Sharekhan

22%

3

Indiabulls

7%

4

Kotaksecurities

4%

5

Religare

6

5Paisa

3%

7

BSE

3%

8

NSE

2.5%

9

Geojit

2%

10

HDFCSec

2%

11

Reliancemoney

1%

12

Karvy

0.5%

13

Angeltrade

0.5%

Others

3.5%

13%

19

Online Share Trading

ICICI direct and indiabulls preferring online share trading net users show the most 'premium' socio-economic profiles While ICICI Direct and Indiabulls preferring online share trading net users show relatively better socio-economic profiles as well affluence levels among the top 4 websites, Kotaksecurities preferring ones lag behind the most. X

Indiabulls preferring online share trading net users show the best relative SEC profiles with 57% of them coming from SEC ‘A’. Kotaksecurities preferring ones come relatively the least from these SEC ‘A’ at only 26%.

X

ICICI Direct preferring ones are relatively the most mature in age (86% are above 25 years of age), the most employed (82%) and the highest proportion of them are ‘chief wage earners’ of their households (70%). However, though noticeably more of them are also relatively more comfortable reading in English (60%), it is the Indiabulls preferring ones who have the most ‘professional’ stream educational qualifications (54%).

X

ICICI Direct ones also show significantly higher family incomes. Almost half of them (58%) come from households with monthly family incomes of more then Rs.30,000. They also show better ownership levels of most ‘financial’ assets (credit card – 73%, mutual funds – 61% and shares of companies – 78%). Sharekhan preferring ones show the highest relative ownerships of fixed deposits (65%).

X

On the other hand, Indiabulls preferring ones show the highest relative ownerships of cars (65%) and computer/laptops in the household (94%). Indiabulls preferring online share trading net users tend to show relatively higher ownership levels of some of the more ‘evolved lifestyle’ household assets, be it air conditioners, microwave, music systems, video camera. Again Kotaksecurities preferring ones show the lowest relative ownerships of most household as well as financial assets.

X

Indiabulls shows the most male skew with 91% of its online share trading net users being males. Kotaksecurities has the best representation of female online share trading users at 15%.

X

Sharekhan ones show the highest skew towards ‘West’ region with 40% of its online share trading users coming from this region. On the other hand Indiabulls shows a distinct ‘North’ skew with 38% of its online share trading users coming from this region. ICICI Direct shows the most balanced distribution of its online share trading users across the 4 regions.

X

Kotaksecurities preferring online share trading are relatively the most female (15%), relatively the most ‘young’ (44% below 25 years in age), come relatively more from the group of smallest ‘other towns’ (42%) and come relatively more from the SEC C,D and E classes (40%).

20

India Online 2007

Table 9: Comparative evaluation of the top 4 online share trading websites on selected demographic attributes Attribute

ICICI Direct

Sharekhan

Indiabulls

Kotaksecurities

Sample Base

533

367

97

64

Male users

88%

88%

91%

85%

Users above 25 years age groups

86%

79%

80%

56%

From metro city markets

48%

50%

47%

39%

Users from southern region

33%

31%

26%

26%

Users from western region

31%

40%

21%

26%

User prefer to read in English

60%

55%

42%

33%

User from SEC ‘A’

50%

46%

57%

26%

User from SEC ‘B’

29%

37%

27%

33%

Employed user

82%

80%

75%

60%

Users are from ‘professional’ educational stream

50%

41%

54%

21%

User is chief wage earner of the HH

70%

59%

46%

46%

Rs.10,000 – Rs.30,000 family income

42%

43%

47%

37%

Rs.30,000+ family income

48%

42%

35%

37%

Car ownership in the HH

52%

48%

65%

44%

Credit card ownership in the HH

73%

69%

63%

55%

Computer/laptop owned in the HH

88%

86%

94%

81%

Bank Account

98%

96%

98%

86%

Debit Card

85%

83%

88%

69%

Fixed Deposits

58%

65%

60%

49%

Mutual Funds

61%

54%

48%

40%

Hold Shares of Companies

78%

72%

74%

54%

Note – Religare not included in further analysis as its sample base (27) is too low for statistical validity

ICICI direct online share trading net users are the most ‘experienced’ net users, but indiabulls ones are equally ‘evolved’ net users In terms of their internet usage behavior, again ICICI Direct preferring online share trading users come out as the most ‘experienced’ net users, with 89% of them being online for more than 2 years. Kotaksecurities ones are the least experienced with only 68% of them being online for more than 2 years. X

Indiabulls and ICICI Direct ones display a relatively higher home based net access (84% and 82% respectively) and access the net most frequently from home (92% and 91% respectively of those accessing the net from home doing so daily).

21

Online Share Trading

X

Indiabulls ones, along with Sharekhan ones are marginally ‘heavier’ net users from home (25% using it for more than 2 hours a day from home).

X

Other than Kotaksecurities, online share trading users of the other 3 websites buy online significantly more and almost equally, with Indiabulls preferring ones buying online just marginally more at 74%. Kotaksecurities ones buy online noticeably less at 62%.

X

However, Kotaksecurities ones (given their relatively ‘younger’ age profile) participate in online communities relatively the most (at 57%) and participate in blogs also relatively more at 45%.

X

Sharekhan ones show the highest relative number of average per capita email ids owned at 3.6. Indiabulls ones are closely behind at 3.5.

Table 10: Comparative evaluation of the top 4 online share trading websites on selected net usage behavior attributes Attribute

ICICI Direct

Sharekhan

Indiabulls

Kotaksecurities

Sample Base

533

367

97

64

2 years+ of net usage experience

89%

84%

79%

68%

Users accessing the net from home

82%

81%

84%

75%

Users accessing the net from office

82%

84%

82%

76%

Users accessing the net from cyber cafe

43%

41%

46%

32%

Broadband connection at home

73%

81%

82%

74%

Users accessing net daily from home (of those accessing from home)

91%

89%

92%

84%

Heavy users (2 hrs+/day) from home

22%

25%

25%

20%

Average no. of email ids owned

3.3

3.6

3.5

3.3

Users buying online

73%

71%

74%

62%

Participate in blogging

35%

43%

43%

45%

Members of an online community

46%

50%

45%

57%

X

While Sharekhan preferring online share trading net users, followed by Indiabulls ones, respond somewhat more to online banners and online contests, Indiabulls ones respond somewhat more to sponsored search ads and e-mailers. Kotaksecurities ones respond to almost all online marketing stimuli significantly less.

Table 11: Response to online marketing stimuli Response to online marketing stimulus

ICICI Direct

Sharekhan

Indiabulls

Kotaksecurities

Sample Base

533

367

97

64

Clicked a banner ad

51%

61%

60%

40%

Participated in an online contest

53%

63%

57%

35%

Clicked a sponsored search ad

44%

56%

59%

34%

Clicked a product/service e-mailer

23%

27%

31%

11%

22

India Online 2007

X

Indiabulls and Sharekhan preferring share trading net users tend to undertake most profession-related online activities relatively more (business/professional networking, search professional related info, check business/financial news or travel info).

X

On the other hand, being the ‘youngest’ in age profile, the Kotaksecurities preferring online share trading users undertake most of the online ‘entertainment’ activities relatively the most (sports, music, online games, cinema content/movie downloads, mobile content and screensavers/wallpapers). They also undertake ‘social’ and ‘personal’ interactivity activities also relatively the most (instant messaging/chatting, dating/friendship, matrimonial search, social networking, astrology, sharing pictures), as well as search financial, real estate info and job search online relatively the most.

X

Indiabulls ones, followed by Sharekhan ones, undertake most of the e-commerce related activities relatively the most (net banking, online bill payments, booking air tickets as well as buying other products online). ICICI Direct ones buy train tickets marginally more than the others.

Table 12: Preferred websites for undertaking selective online activities among the users of the top 4 online share trading websites Online Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksecurities

Most top of mind recalled website of all

Google - 36%

Google 30%

Google - 30%

Yahoo - 57%

Most used website of all

Google - 38%

Google 34%

Yahoo - 27%

Yahoo - 75%

Yahoo - 43%

Yahoo - 38%

Yahoo - 49%

Yahoo - 74%

Most used website for emailing Most used website for travel bookings Most used website for financial info

Yatra - 27%

Yatra - 26%

Makemytrip - 22%

Yahoo - 79%

ICICI Direct – 32%

Sharekhan – 28%

Moneycontrol – 43%

Yahoo – 96%

Most used website for real estate info

Magicbricks – 25%

Magicbricks – 24%

Magicbricks – 22% Indiabulls – 22%

Yahoo – 73%

The comparative highlights of ‘offline media preferences’ of net users of these top 4 online share trading websites are: X

Kotaksecurities preferring ones are the relatively ‘heavier’ watchers of TV (66% watching for more than 1 hours a day), relatively ‘heavier’ readers of newspapers (66% reading for more than half hour a day) as well as relatively ‘heavier’ listeners of radio (30% listening for more than 1 hour a day).

X

While Sharekhan ones are the relatively ‘lightest’ readers of newspapers, ICICI Direct ones are the relatively ‘lightest’ users of TV and radio.

X

While CNBC is clearly the most popular TV channel among the online share trading users of Indiabulls and ICICI Direct, Star Plus is

23

Online Share Trading

a significantly more popular TV channel among the Sharekhan and Kotaksecurities ones. Aajtak and Discovery are also relatively more popular among the Indiabulls ones than they are with the other online share trading net users. X

Expectedly while Times of India is the most popular newspaper among the online share trading net users of all the 4 websites, it is relatively most preferred by Sharekhan ones at 49%. While The Hindu is also reasonably popular among the Indiabulls ones at 20%, The Hindustan Times is decently popular among the Kotaksecurities ones at 13%.

X

India Today is the most popular magazine among the online share trading users of all the 4 websites, more so with the Kotaksecurities ones at 35%. The Week is also relatively more popular among the Kotaksecurities ones, while Reader’s Digest is relatively more popular among the ICICI Direct ones than it is with the other online share trading net users.

X

Radio Mirchi is the most popular radio channel among the online share trading users of all the 4 websites, most with Kotaksecurities ones at 56%. Radio City is also quite popular among the Sharekhan and Indiabulls preferring online share trading net users.

X

While Sony stands out as the most top of mind recalled brand amongst the ICICI Direct, Sharekhan and Kotaksecurities preferring online share trading users, Nokia stands out somewhat more among all the Indiabulls preferring ones.

24

India Online 2007

Detailed FindingsOnline Share Trading

25

Online Share Trading

Popularity of the Activity Table 13: Popularity of various internet activities Activity

All Users

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

Info search - all search engines

58%

14.5

Check Sports

57%

14.4

E-greetings

57%

14.4

Infosearch - English search engines

56%

14.0

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

Info search - local language search

28%

6.9

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

26

India Online 2007

Activity

All Users

All Users (In Millions)

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

7%

1.7

Have a blog site of own

Base: 25,060

27

Online Share Trading

Table 14: Preferred website for online share trading Website

ASTU 1

ICICI Direct

36%

Sherkhan

22%

Indiabulls

7%

Kotaksecurities

4%

Religare

4%

5Paisa

3%

BSE

3%

NSE

3%

Geojit

2%

hdfcsec

2%

Reliancemoney

1%

Karvy

1%

Angeltrade

1%

Others

13%

Base: 1,558

1

ASTU- Abbreviation for All Online Share Trading Users

28

India Online 2007

Demographic Profile Chart 3: Gender breakup M ale

Current Year 100%

88%

Female 91%

88%

85%

88%

80% 60% 40% 12%

20%

12%

9%

15%

12%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

29

Online Share Trading

Chart 4: Age group distribution 13-18 yrs

Current Year

19-24 yrs

60%

25-35 yrs

52%

49%

45%

44%

40% 19%

20%

3%

ICICI Direct

Sharekhan

28% 18%

16%

12% 2%

28%

20%

4%

0.0%

0% Indiabulls

Kotaksec.

ASTU

Base: 1,623

30

India Online 2007

Chart 5: City class - by population size Current Year

Up to 1 Lakh

1-5 Lakhs

5-10 Lakhs

Above 10 Lakhs

80% 62%

58%

60%

54%

57%

52%

40% 20%

19% 15% 8%

17% 14% 7%

20% 18% 7%

21% 15% 13%

20% 16% 8%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

31

Online Share Trading

Chart 6: City class - by market size Current Year

M etro

60%

Urban uptowns

50%

48%

Emerging Towns

48%

47%

42%

39% 40%

20%

14% 12%

30%

26%

26% 17% 7%

Others

27% 14% 9%

14%

14% 12%

5%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

32

India Online 2007

Table 15: Top 10 cities Cities

2

ASTU

8%

9%

15%

ICICI Direct

Sharekhan

Indiabulls

Mumbai

16%

19%

Delhi

Kotaksec.

13%

13%

25%

5%

14%

Bangalore

6%

7%

5%

3%

6%

Chennai

6%

6%

3%

3%

6%

Hyderabad

5%

6%

3%

8%

5%

Kolkata

5%

4%

6%

8%

5%

Pune

4%

5%

4%

5%

3%

Ahmadabad

3%

1%

5%

3%

3%

Lucknow

2%

2%

1%

6%

2%

Jaipur

1%

2%

3%

2%

1%

Base: 1,623

2

Kotaksec.- Abbreviation for Kotaksecurities

33

Online Share Trading

Chart 7: Region-wise break-ups North

Current Year

East

South

West

50% 40%

40% 30%

33%

31%

31%

26%

38% 26% 21%

20% 20% 10%

30%

15% 10%

33%33% 26%

26%

18%

24% 11%

9%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

34

India Online 2007

Table 16: Preferred language of reading Language

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

English

60%

55%

42%

33%

54%

Hindi

15%

14%

30%

32%

16%

Gujarati

4%

7%

3%

10%

6%

Marathi

6%

6%

4%

1%

5%

Tamil

4%

4%

5%

1%

4%

Telugu

5%

2%

5%

3%

4%

Bengali

2%

3%

5%

7%

3%

Kannada

1%

4%

0.0%

5%

2%

1%

0.8%

3%

2%

2%

0.2%

0.8%

0.6%

2%

0.8%

Malayalam Awadhi

Base: 1,623

35

Online Share Trading

Socio-Economic Profile Chart 8: Socio economic classification Current Year 60%

SEC A

SEC B

SEC C

SEC D

SEC E

57% 50%

46%

44%

37%

40%

18%

14%

20%

33%

33% 26%

27%

29%

5%

2%

11% 4% 2%

11% 3% 1%

15%

8%

14% 6% 3%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

36

India Online 2007

Chart 9: Highest educational qualification College but not Graduate Graduate & above - general stream Graduate & above - professional stream 54%

Current Year 60%

50% 43% 35%

40%

41%

41%

38% 42%

31% 26% 21%

20%

12%

11%

14%

11%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

37

Online Share Trading

Chart 10: Occupational break up Unemployed

Current Year

Employed

100% 80%

82%

77%

75%

80%

60% 60% 40% 40% 20%

18%

20%

ICICI Direct

Sharekhan

25%

23%

0% Indiabulls

Kotaksec.

ASTU

Base: 1,623

38

India Online 2007

Chart 11: Function / field of occupation Current Year 60%

IT/SW 49%

M ARCOM

48%

45% 31%

19%

19% 13%

Others 56%

51%

40%

20%

Finance

22% 19% 15%

10%

27%

8%

9%

19% 18% 15% 7%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,249

39

Online Share Trading

Chart 12: Head of the household Head of the household

Current Year 80% 70%

59%

61%

54%

60% 41% 40%

Not head of the household

46%

46%

54% 40%

30%

20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

40

India Online 2007

Economic Profile Chart 13: Monthly family income Current Year 50%

Up to Rs. 10K

10-30K

43%

42%

30-50K

42% 37%

40% 30% 23%

28%

26%

25% 16%

20% 10%

Above 50K

47%

22% 20%

21% 17%

16%

14%

10%

22% 20%

9%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,488

41

Online Share Trading

Chart 14: Most expensive vehicle owned by the household 2 Wheeler

Current Year 70%

Others

65%

60%

52% 36%

50%

48%

50% 40%

4 Wheeler

40%

34%

44% 36%

32%

30% 20% 10%

2%

4%

0.3%

4%

3%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

42

India Online 2007

Chart 15: Ownership of credit cards (individually) Don't own a credit card

Current Year 80%

72%

66% 58%

60% 42% 40%

28%

Own a Credit Card

63% 55% 45% 37%

34%

20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

43

Online Share Trading

Table 17: Household asset ownership Asset

ICICI

Sharekha

Indiabull

Kotaksec

AST

Demat Account

100%

100%

100%

100%

100%

Bank Account

98%

96%

98%

86%

100%

Color TV

98%

97%

98%

100%

97%

Mobile Phone

98%

97%

99%

96%

97%

Fridge

94%

94%

92%

91%

92%

Computer/Laptop

88%

86%

94%

81%

88%

Cable TV

87%

86%

92%

82%

86%

Life Insurance

85%

88%

85%

86%

86%

Camera

86%

83%

79%

78%

83%

Debit Card

85%

83%

88%

69%

82%

Landline Phone

78%

81%

83%

69%

81%

Washing Machine

78%

77%

78%

79%

76%

Share of Companies

78%

72%

74%

54%

74%

Home

74%

71%

70%

70%

73%

Music System/DVD/MP3

74%

74%

80%

69%

73%

Credit Card

73%

69%

63%

55%

67%

Medical Insurance/CGHS

63%

64%

65%

47%

61%

Fixed Deposits

58%

65%

60%

49%

60%

Mutual Funds

61%

54%

48%

40%

56%

Air Conditioner

45%

42%

53%

37%

45%

Microwave

46%

45%

49%

37%

44%

Video Camera

34%

33%

40%

37%

34%

IPod

17%

18%

18%

20%

17%

9%

10%

8%

12%

10%

Chit Fund Deposits

Base: 1,623

44

India Online 2007

Chart 16: Current loan liabilities Home Loan

Current Year

Personal Loan

60%

Car Loan

54% 41%

40%

32% 22%

38%

33%

33% 30%

30%

29%

27% 22% 17%

21%

20%

21%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

45

Online Share Trading

Net Usage Status Chart 17: Years of experience in using internet Up to 1 year

Current Year 100%

89%

1-2 years

84%

M ore than 2 years 83%

79%

80%

68%

60% 40% 20%

9%

4% 7%

8%

ICICI Direct

Sharekhan

13% 8%

24% 8%

7% 10%

0% Indiabulls

Kotaksec.

ASTU

Base: 1,623

46

India Online 2007

Chart 18: Place of accessing internet Current Year 100%

82%

80% 60%

Home

Place of work (office / school / college) 84%

81% 84%

82%

43%

41%

82%

Cyber cafe

81%

75% 76%

46%

81%

41% 32%

40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

47

Online Share Trading

Chart 19: Type of internet connection at home Regular Dial Up

Current Year

Broadband

100% 73%

80%

Others

82%

81%

76%

74%

60% 40% 20%

13%

11%

11%

6%

11%

17% 6%

9%

12%

10%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,322

48

India Online 2007

Chart 20: Type of internet connection at office Regular Dial Up

Current Year

Broadband

80%

71%

64%

63%

Others

69%

65%

60% 40% 25% 20%

23% 14%

5%

6%

9%

20%

15%

2%

6%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,345

49

Online Share Trading

Chart 21: Service provider subscribed to at home Current Year

BSNL/Sancharnet

Airtel/Bharti

60%

40%

VSNL / Tata

50% 38%

37% 31%

29% 23%

16%

20%

10%

12%

10%

13%

19% 15%

16% 11%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,322

50

India Online 2007

Chart 22: Service provider subscribed to at office BSNL/Sancharnet

Current Year

Airtel/Bharti

VSNL / Tata

39%

40% 32%

30%

29%

30%

29% 21%

21% 20% 13%

15% 13%

15%

13%

10%

17% 15%

7%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,345

51

Online Share Trading

Net Usage Dynamics Chart 23: Frequency of accessing internet from home At least once daily Less than once a week 92% 89%

Current Year 100%

91%

Weekly, but not daily 89%

84%

80% 60% 40% 20%

8%

1%

10%

15% 1%

7%

1%

2%

Indiabulls

Kotaksec.

10% 1.5%

0% ICICI Direct

Sharekhan

ASTU

Base: 1,296

52

India Online 2007

Chart 24: Frequency of accessing internet from office At least once daily Less than once a week 95% 91%

Current Year 100%

92%

Weekly, but not daily 93%

92%

80% 60% 40% 20%

7%

1%

0% ICICI Direct

4%

7% 0.4%

Sharekhan

2%

Indiabulls

4% 4%

Kotaksec.

6%

2%

ASTU

Base: 1,252

53

Online Share Trading

Chart 25: Time of the day accessing internet from home Current Year M idnight to 9.00 AM 58%

60%

9.00 AM -6.00 PM

6.00 PM - 12.00 M idnight 53%

52%

52%

40% 40%

20%

14% 9%

15% 10%

ICICI Direct

Sharekhan

15%

16% 8%

15% 8%

5%

0% Indiabulls

Kotaksec.

ASTU

Base: 1,283

54

India Online 2007

Chart 26: 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 69%

70% 60%

51%

50%

50%

48%

40%

40% 30% 20% 10%

9%

10% 4%

1%

2%

ICICI Direct

Sharekhan

4%

0%

5%

2%

7%

0% Indiabulls

Kotaksec.

ASTU

Base: 1,256

55

Online Share Trading

Chart 27: Duration of PC usage from home Light users

Current Year 80%

69%

M edium users

Heavy users

69%

68%

66%

62% 60%

40% 20% 20%

11%

21% 10%

25% 16%15%

13%

21% 13%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,340

56

India Online 2007

Chart 28: Duration of internet usage from home Light users

Current Year

M edium users

Heavy users

60% 46%

45% 37% 38%

40%

37% 37%

32% 22%

25%

42% 36%

33% 25%

25% 20%

20%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,286

57

Online Share Trading

Chart 29: Duration of PC usage from office Light users

Current Year

M edium users

Heavy users

57%

60%

53%

52% 41%

40%

33%

28% 20%

19%

33% 34%

37% 23%

21% 21%

23% 25%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,284

58

India Online 2007

Chart 30: Duration of internet usage from office Light users

Current Year 50% 40%

M edium users 42%

Heavy users

42%

38% 30%

30%

33%

33%

34%

31%

25%

27%

Sharekhan

Indiabulls

32%

34%

37%

37%

26%

20% 10% 0% ICICI Direct

Kotaksec.

ASTU

Base: 1,227

59

Online Share Trading

Chart 31: Time spent by internet users on watching TV Light users

Current Year

M edium users

Heavy users

60%

55% 43% 44%

40%

49% 41%

40%

44%

42%

46%

34%

20%

13%

12%

ICICI Direct

Sharekhan

15%

12%

12%

0% Indiabulls

Kotaksec.

ASTU

Base: 1,518

60

India Online 2007

Chart 32: Time spent by internet users on reading newspaper Light users

Current Year 45%

50% 40%

38%

M edium users

43%

45%

43%

43%

37%

Heavy users 45% 40%

34%

30% 17%

20%

20%

21% 16%

14%

10% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,537

61

Online Share Trading

Chart 33: Time spent by internet users on listening to radio Light users

Current Year

M edium users

Heavy users

100% 80%

77%

73%

80%

77%

71%

60% 40% 20%

14%

20%

23%

20%

17%

7%

8%

3%

7%

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

6%

0% ASTU

Base: 1,007

62

India Online 2007

Preferred Net Activities Table 18: Popularity of various internet activities Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

100%

100%

100%

100%

100%

Emailing

97%

99%

100%

100%

98%

Check financial info

81%

84%

90%

95%

84%

Job Search

75%

81%

79%

94%

77%

Check news

72%

81%

77%

94%

77%

Instant messaging

67%

74%

81%

95%

72%

Buy online

73%

69%

67%

66%

68%

Check business/Financial news

68%

61%

79%

54%

66%

Check Sports

61%

72%

71%

93%

66%

Net banking

68%

65%

79%

54%

65%

Music

58%

70%

60%

93%

63%

Online games

53%

72%

65%

93%

62%

Search work related info

64%

67%

63%

58%

61%

E-greetings

60%

64%

58%

59%

60%

Search for product information

56%

67%

68%

47%

60%

Chatting

54%

60%

65%

64%

60%

Mobile contents (ring tones / games, etc.)

49%

68%

55%

91%

59%

Matrimonial search

52%

70%

58%

86%

59%

Dating/Friendship

53%

60%

55%

88%

57%

Astrology

47%

61%

58%

90%

56%

Social networking / Communities

49%

61%

58%

93%

55%

Educational / Learning material

48%

62%

49%

89%

55%

Check real estate info

48%

62%

55%

84%

54%

Share pictures

45%

51%

52%

67%

49%

Online bill payment

51%

46%

55%

42%

46%

Buy other than travel products

50%

49%

52%

31%

46%

Business/professional networking

43%

47%

47%

39%

45%

Screensavers/wallpapers

39%

47%

38%

54%

43%

Check personal travel related info

48%

46%

42%

39%

43%

Check hobby related info

36%

40%

53%

54%

39%

Check health & lifestyle info

40%

40%

38%

57%

38%

Check / read blogs

33%

39%

37%

41%

35%

Check business travel related info

34%

35%

32%

38%

34%

Movies

29%

35%

32%

45%

32%

Look for Seminar/workshops

32%

34%

40%

47%

31%

Check cinema content

26%

27%

24%

45%

28%

Adult content

28%

23%

23%

31%

26%

Net telephony

21%

21%

25%

22%

23%

Comment on blog post

19%

19%

20%

25%

19%

Local language website usage

13%

16%

10%

12%

15%

Have a blog site of own

10%

11%

12%

11%

10%

Online stock trading

Base: 1,623

63

Online Share Trading

Chart 34: Professional activities Emailing - work related

Current Year 100%

93%

88% 75%

80%

Job Search

94%

81%74%

90% 94%

Instant messaging 95%

79% 81%

91% 77% 72%

67%

60% `

40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

64

India Online 2007

Chart 35: Personal activities Emailing - personal

Current Year

100%

95%

80%

94% 81% 72%

Check news 96%

72%

95% 94%

Check Sports

93%

94% 77% 66%

77%71%

61%

60% 40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

65

Online Share Trading

Chart 36: Downloading activities Current Year

M usic

Online games

M obile contents (ring tones/games) 93%

100% 80%

70% 72% 58% 53%

60%

91%

65%

68% 60%

49%

93%

63% 55%

62% 59%

40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

66

India Online 2007

Chart 37: E-commerce related activities Check financial info

Current Year 100% 80% 60% 60%

64% 62%

48%

Check real estate info 95%

90%

84%

81%

E-greetings

84% 58%

55%

59%

84% 60%

54%

40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

67

Online Share Trading

Chart 38: Online shopping Buyers

Current Year 80%

Non-Buyers 74%

71%

73%

68%

62% 60% 38%

40%

27%

29%

26%

32%

20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

68

India Online 2007

Chart 39: Response to online marketing stimulus Current Year 70% 60%

53%

50%

51%

Participated in an online contest Clicked a banner ad Clicked a sponsored search ad 63% 60% 57% 61% 59% 56% 55% 56% 44% 35%

40%

50%

40% 34%

30% 20% 10% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,415

69

Online Share Trading

Chart 40: Blogging activities Check/read blogs Have a blog site of own

Current Year

Comment on blog post None of the above

80% 65% 57%

60% 39% 40%

33% 19%

20%

10%

57% 37%

19% 11%

20% 12%

Sharekhan

Indiabulls

62%

55% 41%

35%

25% 11%

19% 10%

0% ICICI Direct

Kotaksec.

ASTU

Base: 1,623

70

India Online 2007

Chart 41: Member of an online community Current Year 60%

54% 46%

Not a member of any online community M ember of an online community 57% 55% 50% 50% 45% 44%

53% 47%

40%

20%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

71

Online Share Trading

Table 19: Membership by type of online community Membership

ICICI

Sharekh

Indiabul

Kotakse

AST

Not a member of any online

54%

50%

55%

44%

53%

Alumni & Schools

12%

12%

6%

3%

10%

Business / Professional

8%

8%

11%

4%

7%

Romance & Relationships

6%

5%

5%

6%

6%

Computers & Internet

5%

5%

5%

5%

5%

Individuals

2%

2%

3%

9%

3%

Cultures & Community

2%

2%

0.0%

2%

2%

Games

0.4%

3%

6%

1%

2%

Music

0.6%

1%

0.0%

7%

2%

1%

2%

4%

5%

2%

Schools & Education

Base: 1,623

72

India Online 2007

Table 20: Most used local language websites (other than English) Language

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Tamil

11%

20%

0.0%

0.0%

17%

Marathi

23%

20%

25%

16%

17%

Hindi

19%

16%

30%

10%

16%

Telugu

22%

9%

15%

0.0%

15%

Bengali

9%

16%

15%

0.0%

10%

Gujarati

6%

7%

11%

40%

9%

Malayalam

5%

5%

4%

0.0%

8%

Kannada

6%

5%

0.0%

12%

5%

Punjabi

0.0%

0.0%

0.0%

7%

0.6%

Urdu

0.0%

0.0%

0.0%

0.0%

0.4%

Base: 194

73

Online Share Trading

Table 21: Online activities desired in other languages Activity

ICICI

Sharekha

Indiabull

Kotaksec

AST

Email

56%

57%

55%

74%

59%

Chatting

37%

44%

44%

49%

43%

Entertainment

40%

45%

37%

59%

43%

Online news

40%

43%

32%

50%

41%

Search information

31%

37%

39%

38%

35%

Online learning /

30%

37%

28%

45%

33%

Astrology

22%

29%

23%

38%

26%

Travel related information

23%

33%

18%

33%

26%

Online shopping

24%

29%

21%

39%

26%

Blog

18%

20%

20%

20%

18%

Matrimony

16%

22%

19%

26%

18%

Not Interested

25%

19%

21%

22%

23%

Base: 1,623

74

India Online 2007

Chart 42: Problems faced while surfing the internet Current Year Spam / junk mails

Slow website opening

80% 65% 60%

70% 60%

59%

61% 60%

57%

57%

59%

Unsolicited ads/pop-ups 68% 62%

57%

60% 59%

43% 40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

75

Online Share Trading

Chart 43: Number of email accounts and average per capita email ids One

Current Year

Two

Three 37%

40% 30%

26%

25% 20%

25%

21% 24%

23%

24% 25%

20% 10% 10%

7%

10%

8%

9%

0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

76

India Online 2007

Most Used Websites Table 22: Top of mind unaided recall - all websites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Google

36%

30%

30%

24%

32%

Yahoo

23%

23%

25%

57%

26%

Rediff

14%

18%

9%

4%

14%

Gmail

3%

3%

5%

1%

3%

Hotmail

1%

4%

3%

0.0%

2%

Indiatimes

3%

2%

1%

2%

2%

Orkut

1%

1%

1%

2%

2%

ICICIDirect

5%

0.0%

0.0%

0.0%

2%

Moneycontrol

0.4%

0.7%

7%

0.0%

1%

MSN

0.9%

1%

0.7%

0.0%

0.7%

Base: 1,599

77

Online Share Trading

Table 23: Most used website - all websites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Google

38%

34%

23%

15%

31%

Yahoo

19%

18%

27%

75%

22%

Rediff

13%

17%

5%

4%

13%

Gmail

3%

4%

10%

0.9%

4%

Orkut

4%

4%

0.1%

2%

4%

Icicidirect

7%

0.0%

0.0%

0.0%

3%

0.7%

2%

2%

0.0%

2%

1%

2%

0.0%

2%

1%

Moneycontrol Indiatimes Hotmail

0.8%

2%

5%

0.0%

1%

Nseindia

0.8%

0.1%

0.0%

0.0%

1%

Base: 1,610

78

India Online 2007

Table 24: Preferred websites - emailing Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Yahoo

43%

38%

49%

74%

45%

Gmail

26%

27%

23%

14%

25%

Rediff

17%

22%

19%

4%

19%

Hotmail

10%

10%

6%

4%

8%

Sancharnet/BSNL

2%

0.9%

0.4%

0.5%

2%

Indiatimes

1%

1%

2%

2%

1%

Sify

0.7%

0.3%

0.4%

0.0%

0.5%

VSNL

0.5%

1%

0.0%

2%

0.5%

Lycos

0.3%

0.3%

0.0%

0.0%

0.4%

AOL

0.0%

0.0%

0.0%

0.0%

0.0%

Base: 1,623

79

Online Share Trading

Chart 44: Multiple user shares of email websites Current Year 100%

Gmail

66% 61%

Rediff 99%

90%

88%

80%

Yahoo 86% 72% 67%

89% 62%

64% 54%

60%

67% 61%

40% 40% 20% 0% ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Base: 1,623

80

India Online 2007

Table 25: Info search (English) Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Google

86%

86%

87%

37%

80%

Yahoo

4%

7%

13%

62%

10%

English

2%

1%

0.0%

0.0%

2%

Wikipedia

1%

1%

0.0%

0.0%

1%

Dictionary

3%

0.0%

0.0%

0.0%

1%

Rediff

0.5%

2%

0.1%

0.0%

0.9%

MSN

0.1%

0.2%

0.0%

0.4%

0.7%

Indiatimes

0.0%

0.1%

0.0%

0.0%

0.3%

Altavista

0.0%

0.1%

0.0%

0.0%

0.3%

Sify

0.6%

0.2%

0.0%

0.0%

0.2%

Base: 1,146

81

Online Share Trading

Table 26: Info search (local language) Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

66%

76%

78%

65%

71%

Khoj

3%

5%

0.0%

0.0%

3%

Webduniya

2%

6%

0.4%

0.0%

2%

Google

Chennaionline

6%

0.2%

0.7%

0.0%

2%

Guruji

0.6%

3%

0.0%

0.0%

2%

Eenadu

0.0%

0.2%

6%

0.0%

1%

Jagran

1%

0.2%

0.0%

0.0%

0.9%

Webulagam

0.0%

0.0%

6%

0.0%

0.7%

Kerala

0.5%

0.0%

0.0%

0.0%

0.3%

Manoramaonline

0.0%

0.2%

0.3%

0.0%

0.1%

Base: 601

82

India Online 2007

Table 27: Job search Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Naukri

54%

56%

51%

29%

49%

Monster

23%

22%

14%

22%

21%

Timesjobs

11%

11%

17%

12%

13%

Google

0.8%

0.1%

0.0%

15%

3%

Indiatimes

2%

2%

0.4%

0.4%

2%

Rediff

1%

0.5%

0.1%

0.6%

2%

Jobsahead

2%

0.3%

8%

0.0%

2%

Yahoo

0.6%

1%

0.0%

13%

1%

Jobs

0.6%

3%

3%

0.4%

1%

Jobstreet

0.6%

0.3%

0.3%

0.0%

0.9%

Base: 1,234

83

Online Share Trading

Table 28: Booking travel tickets Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Yatra

27%

26%

21%

15%

22%

Makemytrip

23%

22%

22%

1%

21%

IRCTC

18%

19%

16%

1%

19%

Yahoo

0.9%

1%

0.9%

79%

5%

Travelguru

8%

3%

4%

0.6%

4%

Google

3%

2%

10%

0.7%

4%

Cleartrip

3%

4%

4%

0.0%

3%

Rediff

3%

4%

0.5%

2%

3%

Indiatimes

2%

1%

2%

0.0%

2%

Airdeccan

4%

0.8%

2%

1%

2%

Base: 1,170

84

India Online 2007

Table 29: Online shopping (other than travel tickets) Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Ebay

45%

41%

35%

13%

39%

Rediff

24%

31%

24%

6%

25%

Indiatimes

10%

10%

22%

6%

11%

Yahoo

2%

2%

0.3%

62%

6%

Futurebazaar

4%

4%

0.4%

0.0%

4%

0.9%

2%

10%

9%

3%

Indiaplaza

4%

1%

0.0%

0.0%

2%

Sify

2%

2%

1%

0.0%

2%

1%

0.1%

4%

0.0%

0.9%

0.0%

0.0%

0.0%

0.0%

0.5%

Google

Amazon Shopping

Base: 1,164

85

Online Share Trading

Table 30: Online news Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

NDTV

18%

19%

7%

0.0%

15%

Rediff

13%

15%

8%

3%

11%

Yahoo

6%

7%

14%

59%

10%

Indiatimes

10%

6%

5%

0.0%

8%

Google

4%

5%

3%

3%

5%

Ibnlive

5%

2%

19%

0.0%

5%

BBC

4%

6%

10%

5%

5%

Timesofindia

3%

6%

0.0%

0.0%

4%

Aajtak

3%

4%

1%

18%

4%

Sify

2%

3%

0.0%

0.0%

3%

Base: 1,226

86

India Online 2007

Table 31: Financial news & info (rates, quotes, etc.) Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Moneycontrol/CNBC

29%

27%

43%

0.0%

26%

ICICI Direct/ICICI Bank

32%

7%

4%

0.0%

15%

3%

3%

2%

96%

8%

0.6%

28%

0.2%

0.0%

6%

6%

4%

0.3%

0.0%

4%

0.8%

2%

5%

0.0%

4%

NDTV/NDTVprofit

6%

2%

1%

0.0%

4%

Indiatimes

2%

4%

3%

0.0%

3%

Indiabulls

1%

0.1%

33%

0.0%

3%

Google

1%

2%

0.0%

0.0%

2%

Yahoo Sharekhan Economictimes NSE

Base: 1,335

87

Online Share Trading

Table 32: Real estate info Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Magicbricks

25%

24%

22%

7%

21%

99acres

16%

20%

20%

0.6%

16%

8%

3%

0.3%

73%

11%

Yahoo Indiaproperty

12%

7%

0.0%

0.1%

9%

Google

6%

6%

0.8%

16%

7%

Realestates

9%

7%

1%

0.0%

7%

Property

7%

7%

1%

0.0%

5%

Rediff

3%

6%

0.8%

3%

4%

2%

0.4%

4%

0.0%

2%

0.6%

0.0%

22%

0.0%

2%

Indiatimes Indiabulls

Base: 861

88

India Online 2007

Table 33: Matrimonial search Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Shaadi

35%

43%

15%

26%

35%

Bharatmatrimony

36%

35%

63%

7%

34%

Yahoo

4%

0.9%

0.0%

45%

5%

Jeevansaathi

3%

3%

3%

0.0%

4%

Tamilmatrimony

6%

0.1%

0.0%

0.0%

3%

Simplymarry

2%

5%

9%

1%

3%

0.8%

3%

0.0%

5%

2%

2%

0.0%

0.0%

9%

2%

3%

2%

0.5%

2%

2%

0.8%

0.7%

0.0%

5%

1%

Matrimonial Matrimony Rediff Google

Base: 936

89

Online Share Trading

Table 34: Dating/friendship search Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Orkut

40%

34%

34%

3%

32%

Yahoo

18%

16%

19%

76%

24%

Rediff

11%

10%

15%

3%

9%

Fropper

4%

9%

2%

3%

5%

Indiatimes

6%

4%

11%

0.0%

5%

0.8%

5%

6%

5%

3%

Adultfriendfinder

3%

6%

0.0%

0.0%

3%

Google

1%

3%

5%

7%

3%

0.9%

3%

0.0%

0.1%

1%

2%

0.9%

0.4%

0.0%

1%

Friendfinder

Hi5 Friendship

Base: 910

90

India Online 2007

Table 35: Social networking/communities Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Orkut

60%

70%

78%

21%

60%

Yahoo

15%

12%

9%

70%

18%

3%

0.0%

0.2%

0.0%

2%

MSN Hi5

3%

0.0%

1%

0.0%

1%

Fropper

0.4%

0.1%

0.5%

0.6%

0.9%

Myspace

0.0%

0.2%

6%

0.4%

0.7%

Linkedin

1%

0.0%

0.0%

4%

0.7%

Tagged

0.0%

0.0%

2%

0.0%

0.4%

Friends

0.1%

1%

0.0%

0.0%

0.3%

Ryze

0.3%

0.4%

0.0%

0.0%

0.3%

Base: 798

91

Online Share Trading

Table 36: Online gaming Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Yahoo

23%

20%

20%

71%

24%

Zapak

18%

24%

29%

11%

20%

Miniclip

4%

6%

8%

0.1%

5%

Google

5%

4%

0.0%

7%

5%

Contest2Win

4%

0.8%

14%

0.0%

5%

Indiatimes

3%

6%

0.0%

0.5%

4%

Games

2%

5%

0.1%

0.0%

4%

Indiagames

4%

3%

3%

1%

4%

Onlinegames

2%

6%

0.1%

0.0%

2%

Rediff

3%

2%

0.4%

3%

2%

Base: 950

92

India Online 2007

Table 37: Download mobile content Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Yahoo

8%

10%

27%

73%

15%

Rediff

0.0%

0.0%

0.0%

0.0%

0.0%

Indiatimes

16%

13%

4%

4%

13%

Nokia

0.0%

0.0%

0.0%

0.0%

0.0%

Google

10%

10%

17%

0.6%

10%

Airtel

0.0%

0.0%

0.0%

0.0%

0.0%

Hutch

8%

8%

1%

1%

9%

Zedge

0.0%

0.0%

0.0%

0.0%

0.0%

4%

4%

0.7%

5%

5%

0.0%

0.0%

0.0%

0.0%

0.0%

Funmaza Sify

Base: 933

93

Online Share Trading

Table 38: Preferred instant messaging applications Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Yahoo

68%

58%

77%

82%

65%

Google Talk

13%

16%

11%

11%

13%

Rediffbol

8%

12%

9%

3%

10%

MSN

6%

11%

0.0%

3%

6%

Skype

2%

2%

0.2%

0.0%

1%

0.7%

0.2%

0.8%

0.5%

1%

Orkut Meebo

2%

0.3%

0.0%

0.0%

1%

Indiatimes

0.1%

0.6%

2%

0.0%

0.6%

AIM

0.1%

0.1%

0.0%

0.0%

0.4%

2%

0.3%

0.2%

0.0%

1%

Others

Base: 1,145

94

India Online 2007

Table 39: Download music Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Raaga

20%

30%

38%

3%

22%

Yahoo

8%

8%

6%

61%

11%

Cooltoad

6%

4%

5%

0.0%

5%

Google

2%

2%

0.0%

11%

4%

Musicindiaonline

5%

3%

0.2%

0.1%

4%

Rediff

3%

3%

11%

2%

4%

Music

3%

4%

0.0%

0.0%

3%

Indiatimes

4%

3%

0.4%

0.5%

3%

Mtv

3%

0.2%

0.1%

0.0%

2%

Papuyaar

2%

3%

2%

0.0%

2%

Base: 997

95

Online Share Trading

Table 40: Sports content Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Espnstarsports

29%

27%

34%

10%

29%

Cricinfo

18%

19%

19%

0.0%

16%

Yahoo

9%

5%

20%

66%

11%

Rediff

12%

13%

6%

1%

10%

Cricketnext

5%

3%

14%

0.0%

4%

Indiatimes

5%

4%

3%

2%

4%

Google

3%

4%

0.0%

6%

4%

Sports

0.1%

6%

0.4%

4%

3%

NDTV

3%

3%

0.9%

0.0%

2%

Sify

2%

4%

0.0%

3%

2%

Base: 1,026

96

India Online 2007

Table 41: Cinema content Website Yahoo PVR Cinemas

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

7%

8%

17%

68%

12%

11%

11%

17%

0.0%

9%

Indiafm

6%

7%

4%

3%

6%

Rediff

6%

9%

0.9%

4%

6%

Google

3%

3%

0.7%

10%

5%

Indiatimes

6%

3%

5%

0.0%

4%

Funcinemas

3%

5%

6%

0.0%

4%

Cinema

4%

6%

0.8%

0.0%

4%

Bollywood

4%

4%

5%

3%

4%

Sify

5%

3%

0.0%

0.0%

3%

Base: 894

97

Online Share Trading

Table 42: Most used local language websites (other than English) Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Eeandu

29%

3%

31%

0.0%

14%

Google

0.7%

17%

0.0%

28%

10%

Thinamalar

0.0%

2%

0.0%

0.0%

8%

Esakal

9%

11%

3%

23%

7%

Jagran

6%

0.0%

44%

0.0%

4%

Yahoo

0.9%

5%

0.0%

36%

4%

3%

0.3%

0.0%

0.0%

4%

0.0%

17%

0.0%

0.0%

4%

Webduniya Webulagam Marathiworld

8%

5%

0.0%

0.0%

4%

Anandabazaar

7%

0.7%

0.0%

0.0%

3%

Base: 194

98

India Online 2007

Table 43: Preferred blog sites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Blogspot

30%

19%

0.0%

14%

21%

Google

14%

23%

0.0%

8%

19%

Yahoo

9%

19%

36%

55%

16%

Blogger

15%

8%

30%

2%

12%

Ibibo

6%

17%

26%

0.0%

10%

Rediff

12%

4%

2%

6%

9%

Mouthshut

0.4%

2%

6%

0.0%

3%

Debonairblog

4%

0.0%

0.0%

0.0%

2%

Indiatimes

5%

0.0%

0.0%

2%

2%

Mylot

2%

3%

0.0%

0.0%

2%

Base: 291

99

Online Share Trading

Table 44: Preferred astrology website Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Yahoo

13%

20%

12%

85%

21%

Astrology

14%

15%

25%

0.0%

14%

Indiatimes astrospeak

16%

13%

10%

0.6%

12%

Rediff

12%

10%

9%

4%

11%

Google

4%

3%

4%

3%

5%

Sify

4%

5%

20%

0.8%

5%

MSN

5%

0.8%

8%

0.5%

3%

Indianastrology

4%

3%

0.0%

0.0%

2%

Astrogyan

2%

2%

0.3%

0.0%

2%

Astrolife

2%

0.4%

0.3%

0.0%

2%

Base: 888

100

India Online 2007

Table 45: Preferred online learning / education website Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Google

32%

24%

34%

18%

27%

Yahoo

6%

6%

3%

72%

11%

Wikipedia

8%

9%

22%

0.4%

8%

Rediff

3%

9%

1%

2%

5%

IGNOU

4%

2%

0.5%

0.0%

3%

Education

1%

3%

0.0%

0.0%

3%

Indiatimes

1%

2%

0.0%

0.0%

2%

BBC

2%

0.8%

0.8%

0.0%

1%

Gurukul

0.9%

1%

0.0%

0.0%

1%

W3schools

0.0%

2%

5%

0.0%

1%

Base: 856

101

Online Share Trading

Most Used Offline Media Brands Table 46: Favorite TV channels TV Channel CNBC

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

12%

8%

21%

0.0%

12%

Star Plus

7%

16%

5%

18%

11%

Discovery

7%

6%

10%

8%

7%

NDTV

6%

6%

4%

0.6%

7%

Aajtak

8%

5%

11%

2%

6%

Sun TV

4%

4%

3%

0.9%

4%

HBO

5%

4%

7%

4%

4%

Sony

5%

5%

0.0%

6%

4%

Star One

1%

5%

0.6%

6%

3%

Star Movies

4%

5%

0.3%

0.8%

3%

Base: 1,473

102

India Online 2007

Table 47: Favorite newspapers Newspaper

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

The Times of India

44%

49%

35%

43%

39%

The Hindu

15%

15%

20%

9%

15%

The Economic Times

7%

6%

3%

4%

7%

The Hindustan Times

6%

4%

7%

13%

6%

Eenadu

4%

0.0%

0.0%

5%

2%

DNA

2%

4%

0.2%

4%

2%

0.5%

3%

2%

0.0%

2%

3%

0.4%

2%

0.0%

2%

0.8%

0.0%

0.5%

0.0%

2%

2%

2%

0.3%

0.4%

2%

Gujrat Samachar The Telegraph Dinamalar Indian Express

Base: 1,486

103

Online Share Trading

Table 48: Favorite magazines Magazine

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

India Today

23%

29%

26%

35%

25%

Reader's Digest

10%

6%

3%

1%

7%

Outlook

8%

5%

3%

5%

6%

The Week

8%

5%

0.6%

12%

6%

Business World

5%

7%

6%

0.0%

4%

Business Today

6%

4%

4%

0.0%

4%

Femina

4%

4%

2%

0.0%

3%

Sports Star

2%

1%

8%

2%

3%

0.9%

0.0%

0.6%

4%

3%

3%

2%

0.2%

2%

2%

Ananda Vikatan Digit

Base: 1,307

104

India Online 2007

Table 49: Favorite radio channels Radio Channel

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Radio Mirchi

42%

41%

50%

56%

44%

Red FM

12%

10%

8%

10%

12%

AIR

17%

8%

5%

1%

11%

Radio City

8%

20%

22%

6%

11%

Big FM

8%

5%

0.2%

0.1%

7%

Suryan FM

4%

3%

5%

5%

4%

AIR FM RAINBOW

2%

4%

0.0%

11%

3%

AIR FM GOLD

2%

2%

4%

11%

2%

Fever FM

2%

2%

2%

0.0%

2%

World Space

2%

1%

0.0%

0.0%

1%

Base: 991

105

Online Share Trading

Offline Brands Recalled Table 50: TOM recall for brands TOM Brand

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sony

9%

9%

6%

10%

8%

Nokia

7%

5%

9%

6%

6%

Tata

6%

6%

2%

4%

6%

Colgate

6%

4%

2%

2%

5%

Reliance

3%

6%

4%

7%

5%

LG

4%

4%

1%

0.0%

4%

Maruti

4%

1%

5%

2%

3%

HLL

2%

3%

1%

0.0%

2%

Samsung

2%

1%

3%

2%

2%

Coca Cola

3%

2%

1%

1%

2%

Base: 1,596

106

India Online 2007

Segment Wise Detailed Tables

107

Table 1: Gender breakup Gender

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Male

88%

88%

91%

85%

88%

Female

12%

12%

9%

15%

12%

Kotaksec.

ASTU

Table 2: Age group distribution Age Group Sample Base

ICICI Direct

Sharekhan

Indiabulls

533

367

97

64

1,623

13-18 yrs

2%

3%

0.0%

16%

4%

19-24 yrs

12%

19%

20%

28%

18%

25-35 yrs

49%

45%

52%

28%

44%

36-45 yrs

18%

17%

19%

8%

17%

46-55 yrs

13%

13%

7%

14%

12%

6%

4%

2%

6%

6%

Above 55 yrs

108

Table 3: City class - by population size City Class Sample Base Up to 1 Lakh

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

533

367

97

64

1,623

8%

7%

7%

13%

8%

1-5 Lakhs

15%

14%

18%

15%

16%

5-10 Lakhs

19%

17%

20%

21%

20%

Above 10 Lakhs

58%

62%

54%

52%

57%

Table 4: City class - by market size City Class

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Metro

48%

50%

47%

39%

48%

Urban uptowns

12%

17%

14%

14%

14%

Emerging Towns

14%

7%

9%

5%

12%

Others

26%

26%

30%

42%

27%

109

Table 5: City wise distribution Cities

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Mumbai

16%

19%

8%

9%

15%

Delhi

13%

13%

25%

5%

14%

Bangalore

6%

7%

5%

3%

6%

Chennai

6%

6%

3%

3%

6%

Hyderabad

5%

6%

3%

8%

5%

Kolkata

5%

4%

6%

8%

5%

Pune

4%

5%

4%

5%

3%

Ahmadabad

3%

1%

5%

3%

3%

Lucknow

2%

2%

1%

6%

2%

Jaipur

1%

2%

3%

2%

1%

Surat Nagpur Faridabad

2%

1%

1%

3%

1%

0.4%

3%

0.0%

0.0%

1%

1%

0.5%

3%

0.0%

1%

Visakhapatanam

0.9%

0.5%

1%

2%

0.9%

Vadodara

0.9%

0.3%

0.0%

2%

0.9%

Patna

0.9%

1%

0.0%

2%

0.9%

Chandigarh

1%

0.3%

0.0%

2%

0.7%

Coimbatore

0.6%

0.3%

1%

0.0%

0.6%

Thiruvanathapuram

0.9%

0.3%

1%

0.0%

0.6%

Nashik

0.2%

0.5%

0.0%

0.0%

0.6%

Rajkot

0.0%

0.5%

0.0%

0.0%

0.6%

Ludhiana

0.6%

0.3%

2%

0.0%

0.5%

Bhopal

0.6%

0.3%

0.0%

0.0%

0.4%

Bhubaneswar

0.2%

1%

1%

0.0%

0.4%

Kochi

0.0%

0.3%

0.0%

0.0%

0.4%

Madurai

0.2%

0.8%

1%

0.0%

0.4%

Mysore

0.2%

0.8%

0.0%

2%

0.4%

Agra

0.6%

0.0%

1%

0.0%

0.4%

Indore

0.0%

0.8%

1%

0.0%

0.3%

Amritsar

0.2%

0.0%

1%

0.0%

0.3%

Dehradun

0.8%

0.0%

0.0%

0.0%

0.3%

Vijayavada

0.4%

0.3%

0.0%

0.0%

0.2%

Allahabad

0.4%

0.3%

0.0%

0.0%

0.2%

Aurangabad

0.6%

0.0%

0.0%

0.0%

0.2%

Meerut

0.6%

0.3%

0.0%

0.0%

0.2%

Ranchi

0.4%

0.0%

0.0%

2%

0.2%

Tiruchirapalli

0.6%

0.0%

0.0%

0.0%

0.2%

Jabalpur

0.2%

0.0%

0.0%

0.0%

0.2%

Jodhpur

0.2%

0.3%

1%

2%

0.2%

Mangalore

0.2%

0.3%

0.0%

0.0%

0.2%

Solapur

0.0%

0.3%

0.0%

2%

0.2%

kanpur

0.2%

0.0%

0.0%

0.0%

0.1%

Cuttack

0.4%

0.0%

0.0%

0.0%

0.1%

Goa

0.2%

0.0%

0.0%

0.0%

0.1%

Raipur

0.0%

0.0%

0.0%

2%

0.1%

110

Cities

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Varanasi

0.0%

Assansol

0.0%

0.0%

1%

0.0%

0.1%

0.0%

0.0%

0.0%

0.1%

Guwahati

0.0%

0.0%

0.0%

0.0%

0.0%

Dhanbad

0.0%

0.0%

0.0%

0.0%

0.0%

Others from North India

7%

4%

6%

8%

6%

Others from South India

6%

5%

4%

13%

8%

Others from East India

4%

3%

5%

5%

4%

Others from West India

7%

9%

4%

6%

7%

Table 6: Region-wise break-ups Region

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

North

26%

20%

38%

30%

24%

East

10%

9%

15%

18%

11%

South

33%

31%

26%

26%

33%

West

31%

40%

21%

26%

33%

111

Table 7: Preferred language of reading Language

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

English

60%

55%

42%

33%

54%

Hindi

15%

14%

30%

32%

16%

Gujarati

4%

7%

3%

10%

6%

Marathi

6%

6%

4%

1%

5%

Tamil

4%

4%

5%

1%

4%

Telugu

5%

2%

5%

3%

4%

Bengali

2%

3%

5%

7%

3%

Kannada

1%

4%

0.0%

5%

2%

Malayalam

1%

0.8%

3%

2%

2%

Awadhi

0.2%

0.8%

0.6%

2%

0.8%

Urdu

0.8%

0.7%

0.0%

0.0%

0.5%

Punjabi

0.1%

0.0%

0.0%

0.0%

0.4%

Konkani

0.0%

0.3%

0.0%

0.0%

0.4%

Marwari

0.5%

0.0%

0.0%

0.0%

0.3%

Sindhi

0.1%

0.0%

0.7%

3%

0.3%

Oriya

0.1%

0.5%

0.5%

0.0%

0.2%

Bhojpuri

0.3%

0.5%

0.0%

0.0%

0.2%

Tulu

0.1%

0.0%

0.0%

0.0%

0.2%

Haryanvi

0.0%

0.2%

0.0%

0.0%

0.1%

Kashmiri

0.0%

0.0%

0.0%

0.0%

0.1%

Maithili

0.1%

0.2%

0.0%

0.0%

0.1%

Santhali

0.0%

0.0%

0.0%

0.0%

0.1%

Assamese

0.0%

0.0%

0.0%

0.0%

0.0%

Chhattisgarhi

0.0%

0.0%

0.0%

0.0%

0.0%

Sanskrit

0.0%

0.0%

0.0%

0.0%

0.0%

Bodo

0.0%

0.0%

0.0%

0.0%

0.0%

Bundeli

0.0%

0.0%

0.0%

0.0%

0.0%

Dogri

0.0%

0.0%

0.0%

0.0%

0.0%

Kanauji

0.0%

0.0%

0.0%

0.0%

0.0%

Kurchi

0.0%

0.0%

0.0%

0.0%

0.0%

Manipuri

0.0%

0.0%

0.0%

0.3%

0.0%

Magahi

0.0%

0.0%

0.0%

0.0%

0.0%

Nepali

0.0%

0.0%

0.0%

0.0%

0.0%

Others

0.0%

2%

0.0%

0.0%

0.4%

112

Table 8: Socio economic classification SEC

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

SEC A

50%

46%

57%

26%

44%

SEC B

29%

37%

27%

33%

33%

SEC C

14%

11%

11%

18%

14%

SEC D

5%

4%

3%

8%

6%

SEC E

2%

2%

1%

15%

3%

Table 9: Highest educational qualification Education

ICICI Direct

Sharekhan

533

367

4%

5%

College but not Graduate

12%

11%

Graduate & above - general stream

35%

43%

Graduate & above - professional stream

50%

41%

Sample Base Up to SSC/HSC

Indiabulls

Kotaksec.

ASTU

97

64

1,623

4%

13%

5%

11%

26%

14%

31%

41%

38%

54%

21%

42%

Table 10: Occupational break up Occupation

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Unemployed

18%

20%

25%

40%

23%

Employed

82%

80%

75%

60%

77%

113

Table 11: Function / field of occupation Functions

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

435

285

73

41

1,249

IT/Software

19%

22%

10%

9%

18%

Marketing/Sales

16%

17%

28%

24%

17%

Finance

13%

15%

8%

7%

15%

Manufacturing

16%

11%

13%

12%

14%

Consultancy

7%

7%

11%

6%

7%

Administration

6%

7%

3%

13%

7%

Advertising/PR/Media

3%

2%

3%

3%

3%

Academics

1%

1%

4%

6%

2%

HR

1%

2%

4%

2%

2%

17%

17%

17%

17%

15%

Others

Table 12: Head of the household Head Of The HH

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Head of the household

70%

59%

46%

46%

61%

Not head of the household

30%

41%

54%

54%

40%

Kotaksec.

ASTU

Table 13: Monthly family income Income

ICICI Direct

Sharekhan

502

332

91

55

1,488

2%

4%

4%

9%

4%

5-10K

7%

12%

13%

17%

12%

10-20K

22%

25%

27%

20%

23%

20-30K

20%

18%

21%

17%

19%

30-50K

23%

22%

21%

9%

20%

50-75K

9%

9%

4%

6%

8%

6%

5%

2%

3%

5%

10%

6%

8%

19%

9%

Sample Base Up to 5K

75-100K Above 100K

Indiabulls

114

Table 14: Most expensive vehicle owned by the household Vehicle Owned

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

533

367

97

64

1,623

Sample Base Bi-Cycle

1%

3%

0.3%

4%

2%

Motor-Cycle/Scooter

36%

34%

32%

40%

36%

Small Car (Up to Rs.4 lakhs)

30%

27%

43%

28%

29%

Mid-Size Car (Rs.4 to 8 lakhs)

18%

19%

18%

13%

17%

3%

2%

4%

3%

3%

0.4%

2%

0.0%

0.0%

0.7%

10%

14%

3%

12%

11%

Premium/Luxury Car (Above Rs.8 lakhs) Others Don't own a vehicle

Table 15: Ownership of credit cards (individually) Credit Card

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Single Card

29%

25%

19%

24%

25%

Multiple Cards

43%

41%

39%

21%

38%

No Credit Card

28%

34%

42%

55%

37%

Table 16: Household asset ownership Asset Sample Base Demat Account

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

533

367

97

64

1,623

100%

100%

100%

100%

100%

Bank Account

98%

96%

98%

86%

100%

Color TV

98%

97%

98%

100%

97%

Mobile Phone

98%

97%

99%

96%

97%

Fridge

94%

94%

92%

91%

92%

Computer/Laptop

88%

86%

94%

81%

88%

Cable TV connection/DTH

87%

86%

92%

82%

86%

Life Insurance

85%

88%

85%

86%

86%

Camera

86%

83%

79%

78%

83%

Debit Card

85%

83%

88%

69%

82%

Landline Phone

78%

81%

83%

69%

81%

Washing Machine

78%

77%

78%

79%

76%

Share of Companies

78%

72%

74%

54%

74%

Home

74%

71%

70%

70%

73%

Music System/DVD/MP3

74%

74%

80%

69%

73%

Credit Card

73%

69%

63%

55%

67%

Medical Insurance/CGHS

63%

64%

65%

47%

61%

Fixed Deposits

58%

65%

60%

49%

60%

Mutual Funds

61%

54%

48%

40%

56%

Air Conditioner

45%

42%

53%

37%

45%

Microwave

46%

45%

49%

37%

44%

Video Camera

34%

33%

40%

37%

34%

IPod

17%

18%

18%

20%

17%

9%

10%

8%

12%

10%

Chit Fund Deposits

115

Table 17: Current loan liabilities Loan

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Home Loan

41%

33%

30%

54%

38%

Personal Loan

32%

30%

33%

17%

29%

Car Loan

22%

21%

27%

22%

21%

Two - wheeler Loan

10%

14%

15%

16%

13%

Education Loan

7%

9%

7%

16%

8%

Business Loan

5%

7%

7%

10%

6%

Consumer Durables

5%

6%

6%

5%

5%

0.0%

0.0%

0.0%

0.0%

0.1%

4%

7%

7%

3%

6%

Other None of Above

Table 18: Years of experience in using internet Experience

ICICI Direct

Sharekhan

Sample Base

Indiabulls

Kotaksec.

ASTU

533

367

97

64

1,623

Less Than 6 Months

1%

4%

1%

10%

3%

6 Months-1 year

3%

4%

6%

14%

4%

1-2 years

7%

9%

13%

8%

10%

2-5 years

24%

28%

27%

29%

28%

5-6 years

17%

15%

13%

17%

15%

6 years and above

47%

41%

39%

22%

41%

Table 19: Place of accessing internet Place Of Access

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Home

82%

81%

84%

75%

81%

Place of work (office / school / college)

82%

84%

82%

76%

81%

Cyber cafe

43%

41%

46%

32%

41%

In transit (while traveling)

16%

15%

16%

10%

14%

116

Table 20: Type of internet connection at home Connection Type

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

438

297

83

47

1,322

24 Hrs Broadband

40%

40%

44%

38%

40%

Broadband Dial Up

27%

27%

30%

21%

27%

Regular Dial Up

13%

11%

11%

17%

12%

Cable

7%

15%

8%

15%

9%

Mobile Connection

7%

3%

4%

7%

6%

Wi Fi Connection

2%

0.7%

2%

0.0%

2%

0.8%

1%

0.0%

3%

0.8%

Others

1%

0.2%

0.0%

0.0%

0.8%

Don't Know

2%

2%

1%

0.0%

2%

Lease/Dedicated line

Table 21: Type of internet connection at office Connection Type

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

441

305

80

53

1,345

24 Hrs Broadband

38%

37%

44%

31%

39%

Broadband Dial Up

21%

19%

21%

29%

21%

Lease/Dedicated line

18%

18%

8%

7%

15%

Regular Dial Up

5%

6%

2%

9%

6%

Cable

4%

8%

6%

9%

5%

Wi Fi Connection

3%

4%

0.0%

4%

3%

Mobile Connection

2%

1%

6%

3%

2%

Others

2%

0.2%

0.0%

2%

0.9%

Don't Know

7%

8%

13%

8%

9%

Table 22: Service provider subscribed to at home Service Provider

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

438

297

83

47

1,322

BSNL/Sancharnet

38%

31%

29%

50%

37%

Airtel/Bharti

16%

12%

23%

19%

16%

VSNL / Tata

10%

10%

13%

15%

11%

MTNL

7%

11%

9%

3%

8%

Local Cable Operator

9%

10%

10%

0.0%

7%

Reliance

7%

5%

6%

4%

7%

Sify Spectranet Others Don't Know

7%

10%

3%

9%

7%

0.1%

0.5%

0.0%

0.0%

0.2%

6%

8%

5%

2%

6%

0.7%

3%

2%

0.0%

2%

117

Table 23: Service provider subscribed to at office Service Provider

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

441

305

80

53

1,345

BSNL/Sancharnet

32%

29%

21%

39%

29%

Airtel/Bharti

13%

15%

30%

15%

17%

VSNL / Tata

13%

13%

7%

21%

15%

Reliance

8%

7%

9%

2%

7%

MTNL

6%

6%

9%

6%

6%

Sify

3%

6%

3%

3%

3%

Local Cable Operator

3%

3%

9%

2%

3%

0.5%

0.5%

0.0%

0.0%

0.3%

9%

7%

1%

4%

7%

13%

13%

12%

9%

13%

Spectranet Others Don't Know

Table 24: Frequency of accessing internet from home Frequency

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

432

291

78

47

1,296

Over 5 times a Day

26%

32%

29%

26%

29%

2-5 times a Day

33%

29%

32%

30%

31%

Once Daily

32%

28%

31%

28%

28%

6%

7%

5%

13%

7%

Once In 2-3 Days Once a Week

2%

3%

3%

2%

3%

1-3 times a Month

0.5%

0.6%

0.9%

2%

0.9%

Once in More than a Month

0.4%

0.0%

0.0%

0.0%

0.6%

Table 25: Frequency of accessing internet from office Frequency

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

414

287

71

46

1,252

Over 5 times a Day

52%

61%

54%

30%

52%

2-5 times a Day

25%

19%

21%

42%

24%

Once Daily

15%

15%

16%

20%

17%

5%

2%

7%

4%

4%

Once In 2-3 Days Once a Week

2%

3%

0.4%

0.0%

2%

1-3 times a Month

0.8%

0.1%

0.0%

0.0%

0.6%

Once in More than a Month

0.0%

0.3%

2%

4%

0.9%

118

Table 26: Time of the day accessing internet from home Time Slot

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

431

290

79

46

1,283

Before 9.00 AM

6%

8%

7%

5%

6%

9.00 AM-12.00 Noon

7%

7%

11%

7%

8%

12.00 Noon - 3.00 PM

3%

7%

2%

5%

4%

3.00 PM-6.00 PM

3%

1%

2%

4%

3%

6.00 PM - 9.00 PM

15%

15%

9%

17%

14%

9.00 PM - 12.00 Midnight

Sample Base

42%

37%

31%

36%

38%

After 12.00 Midnight

3%

2%

1%

0.0%

2%

Throughout the Day

20%

24%

36%

27%

25%

Table 27: Time of the day accessing internet from office Time Slot Sample Base

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

418

290

71

47

1,256

0.7%

2%

2%

0.0%

1%

9.00 AM-12.00 Noon

20%

16%

13%

32%

17%

12.00 Noon - 3.00 PM

19%

11%

28%

19%

18%

3.00 PM-6.00 PM

11%

13%

10%

19%

13%

6.00 PM - 9.00 PM

7%

3%

6%

5%

5%

9.00 PM - 12.00 Midnight

2%

0.5%

4%

0.0%

2%

After 12.00 Midnight

0.0%

0.7%

1%

0.0%

0.7%

Throughout the Day

41%

54%

36%

26%

43%

Before 9.00 AM

Table 28: Duration of internet usage from home Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

428

288

80

45

1,286

Less than 30 Minutes

18%

12%

14%

18%

16%

30 to 60 Minutes

28%

25%

23%

27%

26%

1-2 Hours

32%

38%

37%

36%

33%

2-5 Hours

16%

18%

14%

16%

18%

5-8 Hours

5%

2%

7%

2%

4%

More than 8 Hours

2%

5%

4%

2%

4%

119

Table 29: Duration of internet usage from office Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

408

283

71

47

1,227

Less than 30 Minutes

17%

14%

10%

17%

16%

30 to 60 Minutes

21%

19%

21%

17%

21%

1-2 Hours

30%

25%

27%

32%

26%

2-5 Hours

19%

20%

27%

19%

19%

5-8 Hours

9%

11%

6%

8%

9%

More than 8 Hours

5%

12%

10%

7%

9%

Table 30: Duration of internet usage during weekdays Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

504

347

94

62

1,534

9%

6%

7%

5%

8%

30 to 60 Minutes

16%

13%

15%

11%

15%

1-2 Hours

33%

35%

29%

43%

32%

2-5 Hours

26%

25%

33%

25%

27%

5-8 Hours

7%

9%

9%

4%

8%

More than 8 Hours

9%

13%

7%

11%

11%

Less than 30 Minutes

Table 31: Duration of internet usage during weekends Time Spent

ICICI Direct

Sharekhan

Sample Base

453

294

Less than 30 Minutes

13%

9%

30 to 60 Minutes

15%

17%

1-2 Hours

28%

2-5 Hours

26% 9% 10%

5-8 Hours More than 8 Hours

Indiabulls

Kotaksec.

ASTU

75

51

1,331

14%

6%

10%

9%

8%

15%

23%

26%

30%

28%

30%

33%

33%

27%

11%

6%

14%

10%

11%

12%

10%

10%

120

Table 32: Duration of PC usage from home Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

447

301

85

47

1,340

Less than 30 Minutes

15%

11%

13%

3%

12%

30 to 60 Minutes

25%

25%

25%

14%

22%

1-2 Hours

30%

32%

31%

45%

32%

2-5 Hours

20%

21%

16%

25%

21%

5-8 Hours

7%

4%

12%

9%

8%

More than 8 Hours

4%

6%

3%

4%

6%

Kotaksec.

ASTU

Table 33: Duration of PC usage from office Time Spent

ICICI Direct

Sharekhan

Sample Base

Indiabulls

421

295

74

48

1,284

Less than 30 Minutes

3%

2%

4%

0.0%

3%

30 to 60 Minutes

3%

5%

8%

13%

6%

1-2 Hours

13%

14%

21%

24%

14%

2-5 Hours

28%

21%

33%

23%

25%

5-8 Hours

28%

31%

17%

30%

28%

More than 8 Hours

25%

27%

17%

10%

24%

Table 34: Time spent by internet users on watching TV Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

497

343

96

60

1,518

Less than 30 Minutes

16%

10%

11%

16%

14%

30 to 60 Minutes

27%

29%

31%

19%

28%

1-2 Hours

44%

49%

44%

55%

46%

2-5 Hours

12%

10%

14%

9%

10%

5-8 Hours

1%

0.2%

1%

2%

1%

0.3%

2%

0.0%

0.4%

0.6%

More than 8 Hours

121

Table 35: Time spent by internet users on reading newspaper Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

501

345

95

60

1,537

Less than 30 Minutes

38%

43%

37%

34%

40%

30 to 60 Minutes

45%

43%

43%

45%

45%

1-2 Hours

15%

14%

18%

21%

15%

2-5 Hours

2%

0.4%

1%

0.0%

0.8%

5-8 Hours

0.0%

0.0%

0.0%

0.0%

0.0%

More than 8 Hours

0.0%

0.3%

0.0%

0.0%

0.2%

Table 36: Time spent by internet users on listening to radio Time Spent

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

332

231

58

46

1,007

Less than 30 Minutes

51%

47%

55%

48%

50%

30 to 60 Minutes

29%

26%

22%

23%

27%

1-2 Hours

14%

20%

20%

23%

17%

2-5 Hours

4%

5%

2%

2%

4%

5-8 Hours

0.0%

2%

1%

5%

1%

2%

0.4%

0.0%

0.0%

1%

More than 8 Hours

Table 37: Professional activities Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Emailing - work related

88%

93%

94%

90%

91%

Job Search

75%

81%

79%

94%

77%

Instant messaging

67%

74%

81%

95%

72%

Check business/Financial news

68%

61%

79%

54%

66%

Search work related info

64%

67%

63%

58%

61%

Business/prof. networking

43%

47%

47%

39%

45%

Check business travel info.

34%

35%

32%

38%

34%

Look for Seminar/workshops None of the Above

32%

34%

40%

47%

31%

0.9%

0.2%

0.0%

0.0%

0.6%

122

Table 38: Personal activities Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Emailing - personal

95%

94%

96%

95%

94%

Check news

72%

81%

77%

94%

77%

Check Sports

61%

72%

71%

93%

66%

Search for product information

56%

67%

68%

47%

60%

Chatting

54%

60%

65%

64%

60%

Matrimonial search

52%

70%

58%

86%

59%

Dating/Friendship

53%

60%

55%

88%

57%

Astrology

47%

61%

58%

90%

56%

Social networking/communities

49%

61%

58%

93%

55%

Share pictures

45%

51%

52%

67%

49%

Check personal travel info.

48%

46%

42%

39%

43%

Check hobby related info

36%

40%

53%

54%

39%

Check health & lifestyle info

40%

40%

38%

57%

38%

Check cinema content

26%

27%

24%

45%

28%

0.2%

0.1%

0.0%

0.0%

0.1%

None of the above

Table 39: Downloading activities Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Music

58%

70%

60%

93%

63%

Online games

53%

72%

65%

93%

62%

Mobile contents (ring tones/games)

49%

68%

55%

91%

59%

Educational / Learning material

48%

62%

49%

89%

55%

Screensavers/wallpapers

39%

47%

38%

54%

43%

Movies

29%

35%

32%

45%

32%

Adult content

28%

23%

23%

31%

26%

None of the above

13%

8%

10%

0.0%

11%

123

Table 40: E-commerce related activities Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

533

367

97

64

1,623

Online stock trading

100%

100%

100%

100%

100%

Check financial info

81%

84%

90%

95%

84%

Net banking

68%

65%

79%

54%

65%

E-greetings

60%

64%

58%

59%

60%

Check real estate info

48%

62%

55%

84%

54%

Online bill payment

51%

46%

55%

42%

46%

Buy non-travel products

50%

49%

52%

31%

46%

Book air tickets

48%

43%

47%

45%

44%

Book train tickets

40%

38%

31%

36%

38%

Net telephony

21%

21%

25%

22%

23%

Sample Base

Book hotels None of these

13%

12%

11%

19%

13%

0.0%

0.0%

0.0%

0.0%

0.0%

Table 41: Online shopping Online Shopping

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Searched only

17%

18%

21%

23%

20%

Both searched and bought

73%

71%

74%

62%

68%

Neither searched nor bought

10%

11%

5%

15%

12%

Table 42: Response to online marketing stimulus Response

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

474

324

90

51

1,415

Participated in an online contest

53%

63%

57%

35%

56%

Clicked a banner ad

51%

61%

60%

40%

55%

Clicked a sponsored search ad

44%

56%

59%

34%

50%

Bid/Bought in an Online auction

30%

41%

38%

24%

32%

Bought in a special promotion / deal

30%

30%

40%

25%

31%

Clicked a product/service e-mailer

23%

27%

31%

11%

24%

None of the above

19%

12%

12%

37%

16%

124

Table 43: Blogging activities Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Check / read blogs at least once a week

28%

34%

27%

36%

30%

Comment on blog post at least once a week

16%

14%

14%

23%

15%

Have a blog site of my own

10%

11%

12%

11%

10%

Check / read blogs less than once a week

5%

5%

10%

5%

5%

Comment on blog post less than once a week

3%

5%

7%

3%

3%

65%

57%

57%

55%

62%

None of the above

Table 44: Member of an online community Membership

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Not a member of any online community

54%

50%

55%

44%

53%

Member of an online community

46%

50%

45%

57%

47%

125

Table 45: Membership by type of online community Membership

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Not a member of any online community

54%

50%

55%

44%

53%

Alumni & Schools

12%

12%

6%

3%

10%

Business / Professional community

8%

8%

11%

4%

7%

Romance & Relationships

6%

5%

5%

6%

6%

Computers & Internet

5%

5%

5%

5%

5%

Individuals

2%

2%

3%

9%

3%

Cultures & Community

2%

2%

0.0%

2%

2%

Games

0.4%

3%

6%

1%

2%

Music

0.6%

1%

0.0%

7%

2%

1%

2%

4%

5%

2%

0.9%

0.7%

0.5%

6%

1%

1%

0.7%

1%

1%

1%

0.7%

0.6%

1%

1%

1%

Health, Wellness & Fitness

1%

1%

0.0%

0.0%

0.9%

Family & Home

1%

1%

0.0%

0.0%

0.8%

Arts & Entertainment

0.4%

0.7%

0.0%

0.0%

0.7%

Religion & Beliefs

0.4%

0.0%

0.3%

0.0%

0.6%

Science & History

0.3%

0.4%

0.0%

2%

0.6%

Hobbies & Crafts

0.7%

0.8%

0.7%

0.0%

0.6%

Countries & Regional

0.2%

0.9%

0.6%

2%

0.4%

Pets & Animals

0.7%

0.3%

0.0%

0.0%

0.4%

Recreation & Sports

0.0%

0.5%

0.0%

0.0%

0.3%

Fashion & Beauty

0.5%

0.3%

0.0%

0.0%

0.2%

Gay, Lesbian & Bi

0.0%

0.7%

0.0%

1%

0.2%

Food, Drink & Wine

0.0%

0.5%

0.0%

0.0%

0.2%

Cities & Neighborhoods

0.2%

0.2%

0.3%

0.0%

0.1%

Government & Politics

0.1%

0.0%

0.0%

2%

0.1%

Schools & Education Travel Company Automotive

Table 46: Usage of other language websites Language

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Use other language websites

13%

16%

10%

12%

15%

Use only English websites

87%

84%

90%

89%

86%

126

Table 47: Online activities desired in other languages Activity

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Email

56%

57%

55%

74%

59%

Chatting

37%

44%

44%

49%

43%

Entertainment

40%

45%

37%

59%

43%

Online news

40%

43%

32%

50%

41%

Search information

31%

37%

39%

38%

35%

Online learning / education

30%

37%

28%

45%

33%

Astrology

22%

29%

23%

38%

26%

Travel related information

23%

33%

18%

33%

26%

Online shopping

24%

29%

21%

39%

26%

Blog

18%

20%

20%

20%

18%

Matrimony

16%

22%

19%

26%

18%

Not Interested

25%

19%

21%

22%

23%

Table 48: Problems faced while surfing the internet Problems Faced

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Spam / junk mails

65%

61%

57%

57%

62%

Slow website opening

60%

60%

59%

68%

60%

Unsolicited ads/pop-ups

59%

57%

70%

43%

59%

Virus / spyware

59%

57%

63%

56%

56%

Difficult to connect

26%

32%

31%

46%

29%

Lack of response to queries

29%

25%

44%

30%

29%

Cumbersome navigation

20%

21%

18%

22%

19%

Lack of local language content

7%

11%

7%

11%

9%

Never faced any problem

7%

7%

2%

6%

6%

Others

2%

1%

1%

2%

2%

127

Table 49: Top of mind unaided recall - all websites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

529

360

95

64

1,599

Google

36%

30%

30%

24%

32%

Yahoo

23%

23%

25%

57%

26%

Rediff

14%

18%

9%

4%

14%

Gmail

3%

3%

5%

1%

3%

Hotmail

1%

4%

3%

0.0%

2%

Indiatimes

3%

2%

1%

2%

2%

Orkut

1%

1%

1%

2%

2%

ICICIDirect

5%

0.0%

0.0%

0.0%

2%

Moneycontrol

0.4%

0.7%

7%

0.0%

1%

MSN

0.9%

1%

0.7%

0.0%

0.7%

Contest2win

0.0%

2%

0.0%

0.0%

0.5%

Ebay

0.9%

0.1%

0.0%

0.0%

0.4%

ICICIbank

1%

0.0%

0.0%

0.0%

0.4%

NDTV

1%

0.0%

0.0%

0.0%

0.4%

Manoramaonline

0.0%

0.0%

0.0%

0.0%

0.4%

Economictimes

0.4%

0.0%

0.0%

0.0%

0.4%

Naukri

0.4%

0.0%

0.0%

0.0%

0.3%

Microsoft

0.2%

0.0%

0.0%

0.0%

0.3%

Santabanta

0.3%

0.0%

3%

0.3%

0.3%

Wikipedia

0.0%

0.8%

0.8%

0.0%

0.3%

India

0.0%

0.0%

0.0%

0.0%

0.3%

Indiabulls

0.0%

0.0%

0.7%

0.0%

0.3%

Sify

0.3%

0.1%

0.0%

0.0%

0.2%

Nokia

0.1%

0.7%

0.0%

0.0%

0.2%

Espnstar

0.2%

0.7%

0.0%

0.0%

0.2%

BBC

0.0%

0.0%

0.0%

0.0%

0.2%

BSNL

0.0%

1%

0.0%

0.0%

0.2%

Reliance

0.0%

0.5%

0.2%

0.0%

0.1%

India games

0.0%

0.0%

0.0%

0.0%

0.1%

You tube

0.0%

0.4%

0.0%

0.0%

0.1%

Cricinfo

0.0%

0.0%

0.0%

0.0%

0.1%

NSEindia

0.0%

0.0%

0.0%

0.0%

0.1%

Sharekhan

0.0%

0.6%

0.0%

0.0%

0.1%

Timesjob

0.1%

0.1%

0.0%

0.4%

0.1%

Ebizel

0.0%

0.0%

0.0%

0.0%

0.1%

Makemytrip

0.4%

0.0%

0.0%

0.0%

0.1%

Zapak

0.0%

0.5%

0.0%

0.5%

0.1%

HDFC

0.0%

0.2%

0.0%

0.0%

0.1%

Indiainfoline

0.0%

0.0%

0.0%

0.0%

0.1%

Indiamart

0.0%

0.0%

0.7%

0.0%

0.1%

Samachar

0.0%

0.7%

0.0%

0.0%

0.1%

Monster

0.0%

0.0%

0.0%

0.0%

0.0%

WWE

0.0%

0.0%

0.0%

0.0%

0.0%

Freshersworld

0.0%

0.0%

0.0%

0.0%

0.0%

Howstuffworks

0.0%

0.0%

0.0%

0.0%

0.0%

128

Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

IRCTC

0.0%

0.0%

0.0%

0.0%

0.0%

Funmaza

0.0%

0.0%

0.0%

0.0%

0.0%

CBSE

0.0%

0.0%

0.0%

0.0%

0.0%

Download

0.0%

0.0%

0.0%

0.0%

0.0%

Hi5

0.0%

0.0%

0.0%

0.0%

0.0%

Hpindia

0.0%

0.0%

0.0%

0.0%

0.0%

Indiafm

0.0%

0.1%

0.0%

0.0%

0.0%

Raaga

0.0%

0.0%

0.0%

0.0%

0.0%

Sony

0.0%

0.1%

0.0%

0.0%

0.0%

Timesofindia

0.0%

0.0%

0.0%

0.0%

0.0%

Yatra

0.0%

0.0%

0.0%

0.0%

0.0%

123Greetings

0.0%

0.0%

0.5%

0.3%

0.0%

Amazon

0.0%

0.0%

0.0%

0.0%

0.0%

Bharatmatrimony

0.0%

0.0%

0.0%

0.0%

0.0%

Indianexpress

0.0%

0.0%

0.0%

0.0%

0.0%

Indianrailways

0.1%

0.0%

0.0%

0.0%

0.0%

Indya

0.0%

0.0%

0.0%

0.0%

0.0%

Shaadi

0.0%

0.0%

0.0%

0.0%

0.0%

VSNL

0.0%

0.0%

0.0%

0.0%

0.0%

Rcm business

0.0%

0.1%

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%

7%

10%

12%

9%

9%

Others

129

Table 50: Most used website - all websites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

529

365

96

64

1,610

Google

38%

34%

23%

15%

31%

Yahoo

19%

18%

27%

75%

22%

Rediff

13%

17%

5%

4%

13%

Gmail

3%

4%

10%

0.9%

4%

Orkut

4%

4%

0.1%

2%

4%

Icicidirect Moneycontrol Indiatimes

7%

0.0%

0.0%

0.0%

3%

0.7%

2%

2%

0.0%

2%

1%

2%

0.0%

2%

1%

Hotmail

0.8%

2%

5%

0.0%

1%

Nseindia

0.8%

0.1%

0.0%

0.0%

1%

Icicibank

2%

0.0%

0.0%

0.0%

1%

Wikipedia

0.4%

0.7%

5%

0.0%

0.8%

Sharekhan

0.0%

3%

0.0%

0.0%

0.8%

MSN

0.6%

0.6%

0.0%

0.0%

0.7%

Naukri

0.4%

0.5%

0.4%

0.5%

0.5%

Sify

0.4%

1%

0.7%

0.0%

0.4%

Ebay

0.5%

0.0%

4%

0.0%

0.4%

Contest2win

0.0%

1%

2%

0.0%

0.4%

Bseindia

0.1%

1%

0.0%

0.0%

0.4%

Santabanta

0.0%

0.0%

2%

0.0%

0.3%

Youtube

0.0%

0.4%

0.0%

0.0%

0.1%

Espnstar

0.2%

0.1%

0.2%

0.0%

0.1%

Download

0.0%

0.0%

0.0%

0.0%

0.0%

Monster

0.0%

0.0%

0.0%

0.0%

0.0%

Raaga

0.0%

0.0%

0.0%

0.0%

0.0%

WWE

0.0%

0.0%

0.0%

0.0%

0.0%

Timesjob

0.0%

0.0%

0.0%

0.0%

0.0%

9%

7%

13%

1%

12%

Others

Table 51: Preferred website for emailing Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Yahoo

43%

38%

49%

74%

45%

Gmail

26%

27%

23%

14%

25%

Rediff

17%

22%

19%

4%

19%

Hotmail

10%

10%

6%

4%

8%

Sancharnet/BSNL

2%

0.9%

0.4%

0.5%

2%

Indiatimes

1%

1%

2%

2%

1%

Sify

0.7%

0.3%

0.4%

0.0%

0.5%

VSNL

0.5%

1%

0.0%

2%

0.5%

Lycos

0.3%

0.3%

0.0%

0.0%

0.4%

AOL

0.0%

0.0%

0.0%

0.0%

0.0%

130

Table 52: Multiple user shares of email websites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

Yahoo

88%

90%

86%

99%

89%

Gmail

66%

72%

64%

40%

67%

Rediff

61%

67%

54%

62%

61%

Hotmail

47%

55%

43%

33%

48%

Indiatimes

33%

35%

25%

11%

31%

Sify

13%

20%

21%

24%

17%

Sancharnet/BSNL

13%

8%

7%

10%

10%

VSNL

9%

6%

0.9%

11%

8%

AOL

2%

8%

3%

5%

4%

Lycos

5%

3%

0.2%

1%

3%

Others

6%

6%

2%

3%

5%

Table 53: No. of email accounts No. Of Email A/C

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

533

367

97

64

1,623

One

10%

7%

10%

8%

9%

Two

26%

20%

21%

37%

24%

Three

25%

23%

24%

25%

25%

Four

18%

24%

23%

9%

20%

Five or more

21%

26%

21%

22%

22%

Average email ids

3.3

3.6

3.5

3.3

3.4

131

Table 54: Preferred website for job search Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

392

290

75

60

1,234

Naukri

54%

56%

51%

29%

49%

Monster

23%

22%

14%

22%

21%

Timesjobs

11%

11%

17%

12%

13%

0.8%

0.1%

0.0%

15%

3%

Indiatimes

2%

2%

0.4%

0.4%

2%

Rediff

1%

0.5%

0.1%

0.6%

2%

Jobsahead

2%

0.3%

8%

0.0%

2%

Yahoo

0.6%

1%

0.0%

13%

1%

Jobs

0.6%

3%

3%

0.4%

1%

Jobstreet

0.6%

0.3%

0.3%

0.0%

0.9%

Clickjobs

0.8%

2%

0.0%

0.0%

0.6%

Freshersworld

0.3%

0.3%

3%

0.0%

0.3%

Jobsearch

0.1%

0.2%

0.0%

0.0%

0.3%

Jobsindia

0.0%

0.2%

0.0%

0.0%

0.1%

Devnetjobs

0.0%

0.0%

0.0%

0.0%

0.0%

3%

3%

3%

8%

4%

Google

Others

132

Table 55: Preferred website for mobile content Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

255

235

52

60

933

Yahoo

8%

10%

27%

73%

15%

Rediff

16%

13%

4%

4%

13%

Indiatimes

Sample Base

10%

10%

17%

0.6%

10%

Nokia

8%

8%

1%

1%

9%

Google

4%

4%

0.7%

5%

5%

Airtel

5%

2%

0.0%

0.0%

5%

Hutch

7%

6%

0.7%

1%

4%

Zedge

2%

1%

7%

4%

4%

Funmaza

5%

3%

1%

0.0%

3%

Sify

5%

2%

3%

0.0%

3%

Mobile9

2%

6%

0.0%

0.0%

3%

Ringtones

4%

0.8%

0.0%

0.0%

2%

Mobango

2%

5%

0.0%

0.0%

2%

Sonyericsson

1%

1%

0.0%

0.0%

2%

Motozone

1%

4%

0.0%

0.0%

1%

Santabanta

2%

0.1%

2%

0.4%

1%

Masti4India

0.8%

0.3%

5%

0.0%

1%

Zapak

0.0%

2%

0.0%

0.6%

1%

1%

2%

0.0%

0.0%

0.9%

Download

0.1%

1%

0.0%

0.0%

0.8%

Tagtag

0.9%

1%

0.0%

0.0%

0.8%

1%

2%

0.0%

0.0%

0.8%

Cooltoad

Hungama Games

0.1%

2%

5%

0.0%

0.7%

R World

0.4%

0.3%

2%

0.0%

0.7%

Freeringtones

0.8%

0.5%

0.0%

0.0%

0.6%

Mobileringtones

0.0%

2%

0.0%

0.1%

0.5%

Cellebrum

0.1%

0.0%

0.0%

0.0%

0.5%

Idea

0.0%

2%

0.0%

0.0%

0.5%

Indiafm

0.0%

2%

0.0%

0.0%

0.4%

Getjar

1%

0.0%

0.0%

0.0%

0.3%

Dotsis

0.0%

0.0%

0.0%

0.0%

0.3%

Mauj

0.5%

0.1%

0.0%

0.1%

0.2%

Papuyaar

0.6%

0.0%

0.0%

0.0%

0.2%

Raaga

0.0%

0.0%

0.0%

0.0%

0.2%

Samsungmobile

0.5%

0.0%

0.0%

0.0%

0.1%

MSN

0.0%

0.2%

0.0%

0.4%

0.1%

Apniisp

0.1%

0.1%

0.0%

0.0%

0.1%

BSNL

0.0%

0.0%

0.0%

0.0%

0.0%

10%

6%

24%

10%

10%

Others

133

Table 56: Preferred website for sports Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

309

244

66

59

1,026

Espnstarsports

29%

27%

34%

10%

29%

Cricinfo

18%

19%

19%

0.0%

16%

Yahoo

9%

5%

20%

66%

11%

Rediff

12%

13%

6%

1%

10%

Cricketnext

5%

3%

14%

0.0%

4%

Indiatimes

5%

4%

3%

2%

4%

Google

3%

4%

0.0%

6%

4%

Sports

0.1%

6%

0.4%

4%

3%

NDTV

3%

3%

0.9%

0.0%

2%

Sify

2%

4%

0.0%

3%

2%

Tensports

1%

1%

0.0%

2%

1%

BBC Sports

2%

0.0%

0.0%

2%

1%

WWE

0.2%

1%

0.0%

0.1%

0.8%

Timesofindia

1%

0.0%

0.0%

0.0%

0.7%

Iccworldcup

2%

0.0%

0.0%

0.0%

0.7%

MSN

1%

0.2%

0.1%

0.0%

0.6%

CNN

0.2%

0.1%

0.0%

0.0%

0.5%

Cricbuzz

0.8%

0.0%

0.6%

0.0%

0.5%

Khel

0.8%

0.0%

0.2%

0.0%

0.4%

DD Sports

0.1%

0.0%

0.0%

0.0%

0.2%

Zeesports

0.1%

0.1%

0.0%

0.0%

0.1%

6%

11%

3%

3%

8%

Others

134

Table 57: Preferred website for travel products Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

378

274

69

61

1,170

Yatra

27%

26%

21%

15%

22%

Makemytrip

23%

22%

22%

1%

21%

IRCTC

18%

19%

16%

1%

19%

Yahoo

0.9%

1%

0.9%

79%

5%

Travelguru

8%

3%

4%

0.6%

4%

Google

3%

2%

10%

0.7%

4%

Cleartrip

3%

4%

4%

0.0%

3%

Rediff

3%

4%

0.5%

2%

3%

Indiatimes

2%

1%

2%

0.0%

2%

Airdeccan

4%

0.8%

2%

1%

2%

Travel India

0.1%

1%

0.0%

0.0%

0.9%

Rajtravels

0.3%

3%

0.0%

0.0%

0.7%

Sify

0.6%

2%

0.0%

0.1%

0.6%

Goair

0.5%

0.0%

3%

0.0%

0.6%

Travel

0.5%

0.7%

0.0%

0.0%

0.4%

Jetairways

0.1%

0.9%

0.0%

0.0%

0.4%

Airindia

0.0%

1%

0.0%

0.0%

0.3%

Tours

0.0%

0.0%

0.0%

0.0%

0.3%

Spicejet

0.1%

0.0%

0.0%

0.0%

0.3%

Incredibleindia

0.0%

0.0%

3%

0.0%

0.3%

Flykingfisher

0.2%

0.2%

0.0%

0.0%

0.3%

Travelocity

0.0%

0.1%

0.0%

0.0%

0.3%

MSN

0.3%

0.2%

0.0%

0.0%

0.2%

Indianairlines

0.0%

0.1%

0.0%

0.0%

0.2%

Hotels

0.1%

0.7%

0.0%

0.0%

0.2%

KSRTC

0.0%

0.2%

0.0%

0.0%

0.2%

Sitatours

0.0%

0.1%

0.0%

0.0%

0.2%

Indiatravels

0.3%

0.0%

0.0%

0.0%

0.1%

Thomascook

0.0%

0.0%

0.0%

0.0%

0.0%

Airsahara

0.0%

0.0%

0.0%

0.0%

0.0%

6%

6%

13%

0.0%

8%

Others

135

Table 58: Preferred website for matrimony Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

265

245

55

57

936

Shaadi

35%

43%

15%

26%

35%

Bharatmatrimony

36%

35%

63%

7%

34%

Yahoo

4%

0.9%

0.0%

45%

5%

Jeevansaathi

3%

3%

3%

0.0%

4%

Tamilmatrimony

6%

0.1%

0.0%

0.0%

3%

Simplymarry

2%

5%

9%

1%

3%

Matrimonial

0.8%

3%

0.0%

5%

2%

Matrimony

2%

0.0%

0.0%

9%

2%

Rediff

3%

2%

0.5%

2%

2%

0.8%

0.7%

0.0%

5%

1%

Indiatimes

1%

0.8%

3%

0.0%

1%

Telugumatrimony

2%

1%

0.0%

0.0%

1%

Google

Oriyamatrimony

0.0%

2%

0.0%

0.0%

0.5%

Bengalimatrimony

0.9%

0.0%

0.0%

0.0%

0.5%

Keralamatrimony

0.6%

0.0%

0.1%

0.0%

0.4%

Indiamatrimony

0.6%

0.7%

0.0%

0.0%

0.4%

Indianmatrimony

0.0%

1%

0.0%

0.0%

0.3%

Punjabmatrimony

1%

0.0%

0.0%

0.0%

0.3%

Hindimatrimony

0.8%

0.0%

0.5%

0.0%

0.3%

Sify

0.8%

0.0%

0.0%

0.0%

0.2%

Matchmaker

0.5%

0.0%

0.0%

0.0%

0.2%

MSN

0.0%

0.0%

0.0%

0.0%

0.1%

Gujuratimatrimony

0.0%

0.5%

0.0%

0.0%

0.1%

Marathimatrimony

0.2%

0.0%

0.0%

0.0%

0.0%

Urdumatrimony

0.0%

0.0%

0.0%

0.0%

0.0%

Agarwal2Agarwal

0.0%

0.0%

0.0%

0.0%

0.0%

Sindhimatrimony

0.0%

0.0%

0.0%

0.0%

0.0%

Others

0.8%

3%

5%

0.3%

3%

136

Table 59: Preferred website for financial news/info Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

426

300

86

63

1,335

Moneycontrol/CNBC

29%

27%

43%

0.0%

26%

ICICI Direct/ICICI Bank

32%

7%

4%

0.0%

15%

Yahoo Sharekhan Economictimes NSE

3%

3%

2%

96%

8%

0.6%

28%

0.2%

0.0%

6%

6%

4%

0.3%

0.0%

4%

0.8%

2%

5%

0.0%

4%

NDTV/NDTVprofit

6%

2%

1%

0.0%

4%

Indiatimes

2%

4%

3%

0.0%

3%

Indiabulls

1%

0.1%

33%

0.0%

3%

Google

1%

2%

0.0%

0.0%

2%

Rediff

3%

3%

0.6%

3%

2%

0.6%

0.0%

0.0%

0.0%

1%

Sify

2%

2%

0.0%

0.0%

1%

Financialexpress

1%

2%

0.0%

0.0%

1%

Equitymaster

0.2%

1%

0.0%

0.0%

1%

Business

0.6%

1%

0.2%

0.0%

1%

Timesofindia

0.7%

1%

2%

1%

0.8%

Indiainfoline

0.6%

0.2%

0.0%

0.0%

0.6%

Stockmarket

0.5%

0.0%

0.3%

0.0%

0.5%

HDFC

0.6%

0.0%

0.0%

0.0%

0.5%

Capitalmarket

0.5%

0.1%

0.0%

0.0%

0.5%

5Paisa

0.9%

0.2%

0.0%

0.0%

0.5%

Valueresearch

0.4%

0.7%

0.2%

0.0%

0.4%

Reliancemoney

0.0%

0.0%

0.0%

0.0%

0.4%

CNN

0.4%

0.0%

0.0%

0.0%

0.3%

Zeebusiness

0.0%

0.7%

0.2%

0.0%

0.3%

Efinancialnews

0.0%

1%

0.0%

0.0%

0.3%

Karvey

0.2%

0.0%

0.0%

0.0%

0.3%

BBC

0.0%

0.0%

0.0%

0.0%

0.2%

MSN

0.1%

0.0%

0.0%

0.4%

0.1%

Financialnews

0.0%

0.0%

0.0%

0.0%

0.0%

Ibnlive

0.1%

0.0%

0.0%

0.0%

0.0%

Manoramaonline

0.1%

0.0%

0.0%

0.0%

0.0%

7%

7%

6%

0.0%

12%

Kotaksecurities

Others

137

Table 60: Preferred website for cinema Website Sample Base Yahoo

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

261

215

50

60

894

7%

8%

17%

68%

12%

11%

11%

17%

0.0%

9%

Indiafm

6%

7%

4%

3%

6%

Rediff

6%

9%

0.9%

4%

6%

Google

3%

3%

0.7%

10%

5%

Indiatimes

6%

3%

5%

0.0%

4%

Funcinemas

3%

5%

6%

0.0%

4%

Cinema

4%

6%

0.8%

0.0%

4%

Bollywood

4%

4%

5%

3%

4%

Sify

5%

3%

0.0%

0.0%

3%

PVR Cinemas

Movies

6%

1%

2%

0.0%

3%

0.1%

3%

12%

0.2%

3%

Thecinema

3%

1%

0.0%

0.0%

2%

Imdb

4%

2%

6%

0.0%

2%

Tamilcinemas

0.2%

2%

0.0%

0.0%

2%

Adlabs

0.9%

5%

0.3%

0.0%

2%

Santabanta

0.9%

2%

2%

0.3%

2%

Inox

0.8%

2%

0.0%

0.0%

2%

2%

3%

0.0%

0.0%

2%

Idlebrain

Cinemax Zeecinemas

0.3%

0.5%

0.0%

0.3%

1%

Hollywood

1%

2%

0.0%

0.0%

1%

Chitraloka

0.0%

1%

0.0%

0.0%

1%

Raaga

0.2%

0.3%

0.0%

4%

0.8%

NDTV

0.0%

0.0%

0.0%

0.0%

0.8%

Indiaglitz

0.1%

2%

0.0%

0.0%

0.6%

Indiancinema

0.1%

0.3%

4%

0.0%

0.6%

Indya

0.7%

0.0%

0.0%

0.2%

0.6%

Glamsham

1%

0.1%

0.0%

0.0%

0.6%

Musicindiaonline

0.1%

2%

0.0%

0.0%

0.5%

Smashits

0.7%

0.0%

0.0%

3%

0.5%

Starmovies

0.0%

0.0%

0.2%

0.0%

0.5%

Filmfare

0.0%

0.0%

3%

0.0%

0.4%

Timesofindia

0.9%

0.0%

0.0%

0.0%

0.4%

Yashrajfilms

0.0%

1%

0.0%

0.4%

0.4%

Prasad2

1%

0.1%

0.0%

0.0%

0.4%

Youtube

0.1%

0.0%

0.0%

0.0%

0.3%

MSN

0.3%

0.2%

0.0%

0.0%

0.3%

Satyamcinema

0.8%

0.2%

0.0%

0.0%

0.3%

Sonypictures

0.0%

0.0%

0.0%

0.0%

0.3%

Teluguone

0.1%

0.0%

0.0%

0.0%

0.2%

Andhravilas

0.2%

0.0%

0.0%

0.0%

0.1%

Malayalamcinema

0.0%

0.0%

0.0%

0.0%

0.1%

Galatta

0.0%

0.0%

0.0%

0.0%

0.0%

Cinesouth

0.0%

0.0%

0.0%

0.0%

0.0%

Funmala

0.0%

0.0%

0.0%

0.0%

0.0%

19%

12%

15%

2%

14%

Others

138

Table 61: Preferred website for games Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

263

236

57

60

950

Yahoo

23%

20%

20%

71%

24%

Zapak

18%

24%

29%

11%

20%

Miniclip

4%

6%

8%

0.1%

5%

Google

5%

4%

0.0%

7%

5%

Contest2Win

4%

0.8%

14%

0.0%

5%

Indiatimes

3%

6%

0.0%

0.5%

4%

Games

2%

5%

0.1%

0.0%

4%

Indiagames

4%

3%

3%

1%

4%

Onlinegames

2%

6%

0.1%

0.0%

2%

Rediff

3%

2%

0.4%

3%

2%

Cricinfo

3%

2%

0.0%

0.0%

2%

Download

2%

1%

0.5%

0.0%

1%

Sify

3%

2%

0.0%

0.0%

1%

MSN

0.6%

1%

2%

0.4%

1%

Freeonlinegames

0.6%

1%

0.0%

0.0%

1%

Freegames

3%

0.1%

0.0%

0.0%

1%

Bigfishgames

1%

0.6%

0.0%

0.0%

0.5%

Easports

0.0%

0.4%

0.2%

0.0%

0.4%

Games2win

0.0%

0.0%

4%

0.0%

0.4%

1%

0.0%

2%

0.0%

0.4%

Realarcade

0.6%

0.0%

0.0%

0.0%

0.3%

Sports

0.2%

0.1%

0.0%

0.0%

0.3%

Santabanta

0.1%

0.0%

0.0%

0.0%

0.3%

Gamesonline

0.4%

0.7%

0.0%

0.0%

0.3%

Gamezone

0.0%

0.0%

0.0%

0.0%

0.3%

Cartoonnetwork

0.0%

0.0%

2%

0.0%

0.2%

Funmaza

0.0%

0.0%

0.0%

0.0%

0.2%

Funtoosh

0.0%

0.0%

0.0%

0.0%

0.2%

Gamespot

0.7%

0.0%

0.0%

0.0%

0.2%

Stickcricket

0.3%

0.0%

0.4%

0.0%

0.2%

Gamehouse

0.3%

0.1%

0.0%

0.0%

0.1%

Playgames

0.1%

0.0%

0.0%

0.0%

0.1%

Gamesworld

0.1%

0.1%

0.0%

0.0%

0.0%

Toondisneyindia

0.0%

0.0%

0.0%

0.0%

0.0%

Arcade

0.0%

0.1%

0.0%

0.0%

0.0%

Others

15%

14%

15%

6%

15%

Hungama

139

Table 62: Preferred website for online shopping Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

372

285

61

63

1,164

Ebay

45%

41%

35%

13%

39%

Rediff

24%

31%

24%

6%

25%

Indiatimes

10%

10%

22%

6%

11%

Yahoo

2%

2%

0.3%

62%

6%

Futurebazaar

4%

4%

0.4%

0.0%

4%

Google

0.9%

2%

10%

9%

3%

Indiaplaza

4%

1%

0.0%

0.0%

2%

Sify

2%

2%

1%

0.0%

2%

Amazon

1%

0.1%

4%

0.0%

0.9%

Shopping

0.0%

0.0%

0.0%

0.0%

0.5%

Onlineshopping

0.6%

0.0%

0.0%

0.0%

0.5%

MSN

0.6%

0.1%

0.0%

0.4%

0.2%

Timesofindia

0.7%

0.1%

0.0%

0.0%

0.2%

5%

5%

4%

4%

6%

Others

140

Table 63: Preferred website for online news Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

381

293

72

59

1,226

NDTV

18%

19%

7%

0.0%

15%

Rediff

13%

15%

8%

3%

11%

Yahoo

6%

7%

14%

59%

10%

10%

6%

5%

0.0%

8%

Google

4%

5%

3%

3%

5%

Ibnlive

5%

2%

19%

0.0%

5%

BBC

4%

6%

10%

5%

5%

Timesofindia

3%

6%

0.0%

0.0%

4%

Aajtak

3%

4%

1%

18%

4%

Sify

2%

3%

0.0%

0.0%

3%

CNBC

2%

2%

12%

0.0%

3%

Thehindu

2%

3%

1%

0.0%

3%

Eenadu

5%

0.0%

0.0%

0.3%

2%

CNN

2%

3%

1%

2%

2%

Indiatimes

MSN Zeenews Jagran Hindustantimes Moneycontrol Manoramaonline

3%

0.9%

0.1%

0.0%

2%

0.7%

0.8%

5%

0.0%

1%

2%

0.0%

4%

0.0%

1%

0.7%

0.3%

0.0%

0.0%

1%

2%

0.4%

2%

0.0%

1%

1%

0.0%

0.0%

1%

0.9%

Economictimes

0.7%

2%

0.3%

0.0%

0.9%

Esakal

0.6%

0.8%

0.0%

4%

0.7%

Times

1%

0.2%

0.0%

0.0%

0.5%

Starnews

0.2%

0.4%

0.0%

0.0%

0.4%

Dinamalar

0.5%

0.0%

0.6%

0.0%

0.3%

DD News

0.6%

0.0%

0.0%

0.0%

0.3%

Midday

0.4%

0.1%

0.0%

0.0%

0.3%

Hinduonnet

0.1%

0.6%

0.0%

0.0%

0.2%

Webduniya

0.0%

0.1%

0.0%

0.0%

0.1%

TV9

0.0%

0.0%

0.0%

0.0%

0.0%

8%

11%

7%

6%

10%

Others

141

Table 64: Preferred website for friendship/dating Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

267

209

52

58

910

Orkut

40%

34%

34%

3%

32%

Yahoo

18%

16%

19%

76%

24%

Rediff

11%

10%

15%

3%

9%

Fropper

4%

9%

2%

3%

5%

Indiatimes

6%

4%

11%

0.0%

5%

0.8%

5%

6%

5%

3%

3%

6%

0.0%

0.0%

3%

Friendfinder Adultfriendfinder Google

1%

3%

5%

7%

3%

0.9%

3%

0.0%

0.1%

1%

Friendship

2%

0.9%

0.4%

0.0%

1%

Sify

1%

1%

0.0%

0.0%

1%

MSN

1%

0.1%

0.0%

3%

1%

Date

0.3%

2%

0.0%

0.0%

0.8%

Friends

0.0%

0.4%

0.0%

0.0%

0.6%

Hi5

Batchmates

1%

0.0%

0.0%

0.0%

0.6%

Tagged

0.5%

0.1%

0.9%

0.0%

0.5%

Desimartini

0.0%

0.0%

0.8%

0.0%

0.2%

Match

0.0%

0.9%

0.0%

0.0%

0.2%

Friendster

0.0%

0.4%

0.0%

0.0%

0.1%

9%

6%

7%

0.0%

9%

Others

142

Table 65: Preferred website for music Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

305

242

55

59

997

Raaga

20%

30%

38%

3%

22%

Yahoo

8%

8%

6%

61%

11%

Cooltoad

6%

4%

5%

0.0%

5%

Google

2%

2%

0.0%

11%

4%

Musicindiaonline

5%

3%

0.2%

0.1%

4%

Rediff

3%

3%

11%

2%

4%

Music

3%

4%

0.0%

0.0%

3%

Indiatimes

4%

3%

0.4%

0.5%

3%

Mtv

3%

0.2%

0.1%

0.0%

2%

Papuyaar

2%

3%

2%

0.0%

2%

Mp3

2%

2%

0.4%

0.5%

2%

Songs

3%

2%

0.6%

0.0%

2%

Sify

4%

0.5%

3%

0.0%

2%

Tamilsongs

1%

2%

0.0%

0.0%

1%

Livewire

1%

0.9%

0.4%

0.0%

1%

Realplayer

1%

1%

0.0%

0.0%

1%

Smashits

0.9%

2%

5%

4%

1%

Bollyexpress

0.7%

2%

2%

0.0%

1%

Youtube

0.2%

2%

2%

0.0%

1%

Apniisp

0.4%

0.4%

0.3%

10%

1%

Dishant

2%

0.0%

0.0%

0.0%

1%

0.1%

4%

0.8%

0.0%

0.9%

Mag4U Timesmusic

2%

1%

0.0%

0.0%

0.9%

Indianmusic

1%

0.7%

0.0%

0.1%

0.7%

Downloads

0.5%

2%

0.6%

0.0%

0.7%

Musicmazaa

0.0%

3%

0.0%

0.0%

0.7%

Indiafm

0.0%

1%

1%

3%

0.6%

Andhravilas

2%

0.0%

0.0%

0.0%

0.6%

123music

0.0%

0.8%

0.0%

0.0%

0.6%

Musiconline

0.5%

0.4%

0.0%

0.0%

0.6%

1%

0.3%

0.0%

0.0%

0.6%

Bollyfm

0.3%

0.0%

0.0%

3%

0.5%

Funmaza

0.4%

0.3%

0.0%

0.0%

0.5%

Emusic

0.2%

0.4%

0.0%

0.0%

0.4%

Okesite

0.2%

0.3%

0.0%

0.0%

0.4%

Desimusic

0.4%

0.0%

0.0%

0.0%

0.4%

Itunes

0.5%

0.0%

2%

0.0%

0.3%

Radiomirchi

0.0%

0.2%

0.6%

0.0%

0.3%

Pz10

0.0%

0.0%

0.6%

0.0%

0.2%

Musicworld

0.0%

0.0%

0.0%

0.0%

0.2%

Bollywoodmusic

0.0%

0.0%

1%

0.0%

0.1%

Telgusongs

0.3%

0.0%

0.0%

0.0%

0.1%

Sonymusic

0.0%

0.1%

0.0%

0.0%

0.1%

Desiweb

0.2%

0.0%

0.1%

0.0%

0.1%

Tamilmp3world

0.0%

0.0%

0.0%

0.0%

0.0%

17%

11%

18%

2%

14%

MSN

Others

143

Table 66: Preferred info search engine - local language Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

159

165

34

13

601

Google

66%

76%

78%

65%

71%

Khoj

3%

5%

0.0%

0.0%

3%

Webduniya

2%

6%

0.4%

0.0%

2%

Chennaionline

6%

0.2%

0.7%

0.0%

2%

Guruji

0.6%

3%

0.0%

0.0%

2%

Eenadu

0.0%

0.2%

6%

0.0%

1%

Jagran

1%

0.2%

0.0%

0.0%

0.9%

Webulagam

0.0%

0.0%

6%

0.0%

0.7%

Kerala

0.5%

0.0%

0.0%

0.0%

0.3%

Manoramaonline

0.0%

0.2%

0.3%

0.0%

0.1%

MSN

0.0%

0.0%

0.0%

0.0%

0.0%

20%

10%

8%

35%

16%

Others

Table 67: Preferred website for real estate Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

244

218

50

56

861

Magicbricks

25%

24%

22%

7%

21%

99acres

16%

20%

20%

0.6%

16%

8%

3%

0.3%

73%

11%

12%

7%

0.0%

0.1%

9%

Google

6%

6%

0.8%

16%

7%

Realestates

9%

7%

1%

0.0%

7%

Property

7%

7%

1%

0.0%

5%

Rediff

3%

6%

0.8%

3%

4%

Indiatimes

2%

0.4%

4%

0.0%

2%

Indiabulls

0.6%

0.0%

22%

0.0%

2%

Sulekha

0.7%

1%

7%

0.0%

1%

Yahoo Indiaproperty

Sify

2%

3%

0.0%

0.0%

1%

Realtor

0.0%

0.0%

11%

0.0%

1%

Chennaionline

0.0%

0.0%

4%

0.0%

0.5%

MSN

0.0%

0.2%

0.0%

0.0%

0.2%

NDTV

0.0%

0.0%

0.0%

0.0%

0.1%

Manoramaonline

0.0%

0.0%

0.0%

0.0%

0.0%

Keralarealestate

0.0%

0.0%

0.1%

0.0%

0.0%

10%

15%

5%

0.0%

11%

Others

144

Table 68: Preferred info search engine - English Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

354

270

70

61

1,146

Google

86%

86%

87%

37%

80%

Yahoo

4%

7%

13%

62%

10%

English

2%

1%

0.0%

0.0%

2%

Wikipedia

1%

1%

0.0%

0.0%

1%

Dictionary

3%

0.0%

0.0%

0.0%

1%

Rediff

0.5%

2%

0.1%

0.0%

0.9%

MSN

0.1%

0.2%

0.0%

0.4%

0.7%

Indiatimes

0.0%

0.1%

0.0%

0.0%

0.3%

Altavista

0.0%

0.1%

0.0%

0.0%

0.3%

Sify

0.6%

0.2%

0.0%

0.0%

0.2%

Timesofindia

0.2%

0.1%

0.0%

0.0%

0.2%

BBC

0.1%

0.0%

0.0%

0.0%

0.0%

3%

3%

0.2%

0.5%

3%

Others

Table 69: Preferred website for instant messaging Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

343

275

77

61

1,145

Yahoo

68%

58%

77%

82%

65%

Google Talk

13%

16%

11%

11%

13%

Rediffbol

8%

12%

9%

3%

10%

MSN

6%

11%

0.0%

3%

6%

Skype

2%

2%

0.2%

0.0%

1%

Orkut

0.7%

0.2%

0.8%

0.5%

1%

Meebo

2%

0.3%

0.0%

0.0%

1%

Indiatimes

0.1%

0.6%

2%

0.0%

0.6%

AIM

0.1%

0.1%

0.0%

0.0%

0.4%

2%

0.3%

0.2%

0.0%

1%

Others

145

Table 70: Preferred website for social networking/communities Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

232

188

47

59

798

Orkut

60%

70%

78%

21%

60%

Yahoo

15%

12%

9%

70%

18%

MSN

3%

0.0%

0.2%

0.0%

2%

Hi5

3%

0.0%

1%

0.0%

1%

Fropper

0.4%

0.1%

0.5%

0.6%

0.9%

Myspace

0.0%

0.2%

6%

0.4%

0.7%

Linkedin

1%

0.0%

0.0%

4%

0.7%

Tagged

0.0%

0.0%

2%

0.0%

0.4%

Friends

0.1%

1%

0.0%

0.0%

0.3%

Ryze

0.3%

0.4%

0.0%

0.0%

0.3%

Communities

0.0%

0.1%

0.0%

0.0%

0.1%

Bharatstudent

0.0%

0.0%

0.0%

0.0%

0.0%

17%

16%

4%

5%

16%

Others

146

Table 71: Preferred website for astrology Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

243

214

55

58

888

Yahoo

13%

20%

12%

85%

21%

Astrology

14%

15%

25%

0.0%

14%

Indiatimes astrospeak

16%

13%

10%

0.6%

12%

Rediff

12%

10%

9%

4%

11%

Google

4%

3%

4%

3%

5%

Sify

4%

5%

20%

0.8%

5%

MSN

5%

0.8%

8%

0.5%

3%

Indianastrology

4%

3%

0.0%

0.0%

2%

Astrogyan

2%

2%

0.3%

0.0%

2%

Astrolife

2%

0.4%

0.3%

0.0%

2%

Astroyogi Paramdhaam Sarafreder Astrocenter

1%

4%

0.0%

0.0%

2%

0.0%

2%

0.0%

0.0%

1%

3%

0.2%

0.9%

0.0%

1%

2%

0.2%

0.0%

0.0%

1%

0.6%

0.8%

0.0%

0.0%

1%

Webduniya

2%

0.3%

1%

0.0%

1%

Cyberastro

1%

1%

0.0%

0.0%

1%

Santabanta

2%

0.7%

0.0%

0.0%

0.9%

Webulagam

0.7%

2%

0.0%

0.0%

0.7%

Astrologyzone

0.5%

2%

0.1%

0.0%

0.7%

Indya

Timesofindia

2%

0.0%

0.0%

0.0%

0.6%

Ivillage

0.4%

2%

0.0%

0.0%

0.5%

Tarot

0.9%

0.0%

0.0%

4%

0.5%

Horoscope

0.0%

0.3%

0.0%

0.0%

0.4%

Astroindia

0.8%

0.0%

0.0%

0.0%

0.3%

Ganeshaspeaks

0.0%

1%

0.5%

0.0%

0.3%

Kundli

0.0%

0.6%

0.0%

0.0%

0.2%

Jagran

0.5%

0.0%

0.0%

0.0%

0.2%

Bejandaruwalla

0.0%

0.0%

0.7%

0.0%

0.1%

Manoramaonline

0.0%

0.0%

0.0%

0.0%

0.0%

Astroworld

0.0%

0.2%

0.0%

0.0%

0.0%

9%

12%

8%

2%

10%

Others

147

Table 72: Preferred website for online learning/education Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

234

220

46

57

856

Google

32%

24%

34%

18%

27%

Yahoo

6%

6%

3%

72%

11%

Wikipedia

8%

9%

22%

0.4%

8%

Rediff

3%

9%

1%

2%

5%

IGNOU

4%

2%

0.5%

0.0%

3%

Education

1%

3%

0.0%

0.0%

3%

Indiatimes

1%

2%

0.0%

0.0%

2%

BBC

2%

0.8%

0.8%

0.0%

1%

Gurukul

0.9%

1%

0.0%

0.0%

1%

W3schools

0.0%

2%

5%

0.0%

1%

Onlinelearning

0.0%

4%

0.0%

0.0%

1%

2%

0.2%

2%

4%

1%

0.6%

0.0%

0.0%

0.0%

1%

2%

0.0%

3%

0.0%

1%

Ebizel Dewsoftoverseas Symbiosis ICFAI

0.7%

2%

1%

0.0%

0.9%

3%

0.1%

0.0%

0.0%

0.9%

0.8%

0.9%

2%

0.0%

0.9%

Microsoft

1%

0.3%

0.0%

0.0%

0.8%

Answers

2%

0.1%

0.0%

0.0%

0.8%

NCERT

0.0%

0.0%

2%

0.0%

0.7%

Mit.edu

0.8%

1%

2%

0.0%

0.6%

CBSE

0.0%

1%

3%

0.0%

0.5%

Onlineeducation

0.2%

1%

0.0%

0.0%

0.4%

1%

0.1%

0.3%

0.0%

0.4%

Britishcouncil

0.1%

0.2%

0.0%

0.0%

0.4%

English

0.0%

1%

0.0%

0.0%

0.3%

MSN

0.0%

0.0%

0.0%

0.0%

0.2%

Annauniversity

0.0%

0.0%

0.0%

0.0%

0.2%

Worldwidelearn

0.5%

0.0%

0.2%

0.0%

0.2%

Pubmed

0.1%

0.4%

0.0%

0.0%

0.1%

Goiit

0.0%

0.0%

0.0%

0.0%

0.1%

Freshersworld

0.1%

0.0%

0.0%

0.0%

0.0%

26%

27%

17%

4%

26%

Learning ICAI

Howstuffworks

Others

148

Table 73: Preferred blog sites Website

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

89

71

11

13

291

Blogspot

30%

19%

0.0%

14%

21%

Google

14%

23%

0.0%

8%

19%

Sample Base

Yahoo Blogger Ibibo Rediff

9%

19%

36%

55%

16%

15%

8%

30%

2%

12%

6%

17%

26%

0.0%

10%

12%

4%

2%

6%

9%

0.4%

2%

6%

0.0%

3%

Debonairblog

4%

0.0%

0.0%

0.0%

2%

Indiatimes

5%

0.0%

0.0%

2%

2%

Mylot

2%

3%

0.0%

0.0%

2%

Youtube

0.4%

0.5%

0.0%

13%

0.9%

MSN

0.0%

2%

0.0%

0.0%

0.6%

Fropper

0.0%

2%

0.0%

0.0%

0.6%

TimesofIndia

0.3%

0.0%

0.0%

0.0%

0.5%

Sulekha

0.3%

0.2%

0.0%

0.0%

0.4%

Hi5

0.0%

0.0%

0.0%

0.0%

0.3%

Tagged

0.0%

0.0%

0.0%

0.0%

0.0%

Myspace

0.0%

0.0%

0.0%

0.0%

0.0%

Monster

0.0%

0.0%

0.0%

0.0%

0.0%

2%

0.0%

0.0%

0.0%

2%

Mouthshut

Others

149

Table 74: Other language preferred for local language content Language

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

59

49

8

9

194

Tamil

11%

20%

0.0%

0.0%

17%

Marathi

23%

20%

25%

16%

17%

Hindi

19%

16%

30%

10%

16%

Telugu

22%

9%

15%

0.0%

15%

Bengali

9%

16%

15%

0.0%

10%

Gujarati

6%

7%

11%

40%

9%

Malayalam

5%

5%

4%

0.0%

8%

Sample Base

Kannada

6%

5%

0.0%

12%

5%

Punjabi

0.0%

0.0%

0.0%

7%

0.6%

Urdu

0.0%

0.0%

0.0%

0.0%

0.4%

Oriya

0.0%

1%

0.0%

0.0%

0.3%

Konkani

0.0%

0.0%

0.0%

0.0%

0.0%

Assamese

0.0%

0.0%

0.0%

0.0%

0.0%

Awadhi

0.0%

0.0%

0.0%

0.0%

0.0%

Bhojpuri

0.0%

0.0%

0.0%

0.0%

0.0%

Bodo

0.0%

0.0%

0.0%

0.0%

0.0%

Kanauji

0.0%

0.0%

0.0%

0.0%

0.0%

Maithili

0.0%

0.0%

0.0%

0.0%

0.0%

Manipuri

0.0%

0.0%

0.0%

0.0%

0.0%

Sanskrit

0.0%

0.0%

0.0%

0.0%

0.0%

Tulu

0.0%

0.0%

0.0%

0.0%

0.0%

Bundeli

0.0%

0.0%

0.0%

0.0%

0.0%

Haryanvi

0.0%

0.0%

0.0%

0.0%

0.0%

Kashmiri

0.0%

0.0%

0.0%

0.0%

0.0%

Marwari

0.0%

0.0%

0.0%

0.0%

0.0%

Santhali

0.0%

0.0%

0.0%

0.0%

0.0%

Others

0.0%

0.8%

0.0%

15%

2%

150

Table 75: Preferred website for checking local language content Website Sample Base

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

59

49

8

9

194

Eeandu

29%

3%

31%

0.0%

14%

Google

0.7%

17%

0.0%

28%

10%

Thinamalar

0.0%

2%

0.0%

0.0%

8%

Esakal

9%

11%

3%

23%

7%

Jagran

6%

0.0%

44%

0.0%

4%

Yahoo

0.9%

5%

0.0%

36%

4%

Webduniya

3%

0.3%

0.0%

0.0%

4%

Webulagam

0.0%

17%

0.0%

0.0%

4%

Marathiworld

8%

5%

0.0%

0.0%

4%

Anandabazaar

7%

0.7%

0.0%

0.0%

3%

Gujratsamachar

2%

5%

3%

0.0%

3%

Malayalamanorama

2%

0.8%

1%

0.0%

2%

Dainikjagran

6%

0.4%

0.0%

0.0%

2%

Epatra

5%

1%

0.0%

0.0%

2%

Thatskannada

5%

0.6%

0.0%

0.0%

2%

Dinakaran

0.0%

8%

0.0%

0.0%

2%

Kumudam

5%

0.0%

0.0%

0.0%

2%

Deepika

0.0%

0.0%

0.0%

0.0%

1%

Kannadaaudio

0.0%

0.0%

0.0%

0.0%

1%

Sakal

3%

0.5%

0.0%

0.0%

1%

Maharashtratimes

2%

0.9%

4%

0.0%

0.9%

Rediff

0.1%

0.8%

4%

1%

0.6%

Bhaskar

0.0%

0.5%

0.0%

0.0%

0.4%

Banglalive

0.2%

1%

0.0%

0.0%

0.3%

Dailythanthi

0.3%

0.5%

0.0%

0.0%

0.2%

Matrubhumi

0.2%

0.2%

0.0%

0.0%

0.1%

Vaartha

0.0%

0.0%

0.0%

0.0%

0.1%

Tamilcinema

0.0%

0.0%

0.0%

0.0%

0.0%

Keralakaumudi

0.0%

0.0%

0.0%

0.0%

0.0%

Amarujala

0.0%

0.0%

0.0%

0.0%

0.0%

bbchindi

0.0%

0.0%

0.0%

0.0%

0.0%

7%

20%

11%

11%

18%

Others

151

Table 76: Most preferred TV channel TV Channel

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

494

329

91

54

1,473

CNBC

12%

8%

21%

0.0%

12%

Star Plus

7%

16%

5%

18%

11%

Discovery

7%

6%

10%

8%

7%

NDTV

6%

6%

4%

0.6%

7%

Aajtak

8%

5%

11%

2%

6%

Sun TV

4%

4%

3%

0.9%

4%

HBO

5%

4%

7%

4%

4%

Sony

5%

5%

0.0%

6%

4%

Star One

1%

5%

0.6%

6%

3%

Star Movies

4%

5%

0.3%

0.8%

3%

Zee TV

3%

3%

1%

1%

2%

CNN IBN

3%

2%

3%

0.0%

2%

ESPN

2%

1%

9%

0.0%

2%

M TV

2%

4%

7%

2%

2%

National Geographic

3%

1%

3%

0.0%

2%

Star World

2%

4%

0.0%

0.0%

2%

Ten Sports

2%

1%

0.0%

0.1%

2%

NDTV Profit

1%

3%

2%

0.0%

2%

0.8%

0.0%

1%

1%

2%

E TV

2%

0.2%

0.0%

5%

1%

Star News

1%

0.4%

2%

0.0%

1%

BBC

2%

0.1%

2%

2%

1%

TV 9

0.9%

1%

0.0%

0.0%

0.9%

Star Sports

0.6%

0.5%

0.0%

8%

0.9%

Any Sports Channel

Asianet

0.6%

3%

2%

0.0%

0.9%

Ibnlive

2%

0.0%

0.0%

0.0%

0.9%

Sab TV

0.3%

0.8%

1%

0.4%

0.8%

Travel & Living

0.8%

0.9%

2%

0.0%

0.8%

History Channel

2%

0.1%

0.0%

4%

0.8%

India TV

1%

2%

2%

0.0%

0.8%

DD 1

1%

0.7%

0.3%

0.8%

0.7%

Set Max

0.5%

0.2%

0.0%

7%

0.6%

Zee Cinema

0.5%

0.3%

0.0%

0.0%

0.6%

NDTV24*7

0.7%

1%

0.0%

0.0%

0.6%

AXN

0.2%

0.3%

0.0%

0.0%

0.5%

Pogo

0.3%

0.0%

0.0%

0.0%

0.5%

Zee News

0.1%

0.0%

0.0%

4%

0.5%

Star Anand

0.1%

0.1%

0.0%

0.0%

0.5%

Animal Planet

0.7%

0.0%

0.0%

0.0%

0.4%

Disney Channel

0.2%

0.8%

0.0%

0.0%

0.4%

Etv Kannada

0.2%

0.3%

0.0%

6%

0.4%

Aawaz

0.6%

0.8%

0.0%

0.0%

0.4%

Cartoon Network

0.1%

0.2%

0.0%

4%

0.3%

Gemini

0.2%

0.0%

0.0%

0.1%

0.3%

Zoom

0.0%

0.3%

0.0%

1%

0.3%

152

TV Channel

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Surya TV

0.0%

0.0%

0.0%

0.0%

0.3%

Sahara One

0.0%

0.1%

0.0%

5%

0.3%

Etv Marathi

0.3%

0.9%

0.0%

0.0%

0.3%

Vijaya TV

0.0%

0.2%

0.0%

3%

0.2%

Any Music Channel

0.1%

0.1%

0.0%

0.0%

0.2%

Any News Channel

0.5%

0.1%

0.0%

0.0%

0.2%

Vh1

0.0%

0.7%

0.0%

0.0%

0.2%

Dd News

0.6%

0.0%

0.0%

0.0%

0.2%

Udaya TV

0.0%

0.0%

0.0%

0.0%

0.2%

V Channel

0.1%

0.7%

0.0%

0.0%

0.2%

Zee Music

0.6%

0.0%

0.0%

0.0%

0.2%

Times Now

0.2%

0.8%

0.0%

0.0%

0.2%

Headlines Today

0.5%

0.0%

0.0%

0.0%

0.2%

Jaya TV

0.1%

0.0%

0.0%

0.0%

0.2%

Zee Business

0.1%

0.0%

0.4%

0.0%

0.2%

Hungama TV

0.0%

0.1%

0.0%

0.0%

0.2%

Zee Marathi

0.3%

0.1%

0.0%

0.0%

0.1%

Alfa Marathi

0.2%

0.3%

0.0%

0.0%

0.1%

Any Movie Channel

0.0%

0.3%

0.0%

0.0%

0.1%

Etv Bangla

0.3%

0.0%

0.0%

0.0%

0.1%

Local

0.3%

0.0%

0.0%

0.0%

0.1%

Sanskar

0.0%

0.3%

0.0%

0.0%

0.1%

Sun Music

0.0%

0.0%

0.0%

0.0%

0.0%

F TV

0.0%

0.0%

0.0%

0.0%

0.0%

SS Music

0.0%

0.0%

0.0%

0.0%

0.0%

Kairali TV

0.0%

0.0%

0.0%

0.4%

0.0%

Maa TV

0.0%

0.0%

0.0%

0.0%

0.0%

Animax

0.0%

0.0%

0.0%

0.4%

0.0%

ETC

0.0%

0.0%

0.0%

0.0%

0.0%

Star Gold

0.0%

0.0%

0.0%

0.0%

0.0%

MH1

0.0%

0.0%

0.0%

0.0%

0.0%

Jetix

0.0%

0.0%

0.0%

0.0%

0.0%

B4U

0.0%

0.0%

0.0%

0.0%

0.0%

God

0.0%

0.0%

0.0%

0.0%

0.0%

Teja TV

0.0%

0.0%

0.0%

0.0%

0.0%

Zee Café

0.0%

0.0%

0.0%

0.0%

0.0%

Star Utsav

0.0%

0.0%

0.0%

0.0%

0.0%

India Vision

0.1%

0.0%

0.0%

0.0%

0.0%

Hall Mark

0.0%

0.0%

0.0%

0.0%

0.0%

Kiran TV

0.0%

0.0%

0.0%

0.0%

0.0%

Aditya

0.0%

0.0%

0.0%

0.0%

0.0%

Astha

0.0%

0.0%

0.0%

0.0%

0.0%

K TV

0.0%

0.0%

0.4%

0.0%

0.0%

Raj TV

0.0%

0.0%

0.0%

0.0%

0.0%

Sahara TV

0.0%

0.0%

0.0%

0.0%

0.0%

Zee English

0.0%

0.0%

0.0%

0.0%

0.0%

Zee Studio

0.0%

0.1%

0.0%

0.0%

0.0%

All Telugu

0.0%

0.0%

0.0%

0.0%

0.0%

153

TV Channel

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

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%

Zee Bangla

0.0%

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

0.0%

0.0%

0.0%

0.0%

0.0%

Win Cable

0.0%

0.0%

0.0%

0.0%

0.0%

Others

0.1%

1%

1%

0.0%

0.4%

154

Table 77: Most preferred newspaper Newspaper

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

499

332

91

55

1,486

The Times of India

44%

49%

35%

43%

39%

The Hindu

15%

15%

20%

9%

15%

The Economic Times

7%

6%

3%

4%

7%

The Hindustan Times

6%

4%

7%

13%

6%

Eenadu

4%

0.0%

0.0%

5%

2%

DNA Gujrat Samachar The Telegraph

2%

4%

0.2%

4%

2%

0.5%

3%

2%

0.0%

2%

3%

0.4%

2%

0.0%

2%

0.8%

0.0%

0.5%

0.0%

2%

2%

2%

0.3%

0.4%

2%

Dainik Jagran

0.7%

2%

8%

5%

1%

Deccan Herald

0.4%

2%

4%

0.0%

1%

Dinamalar Indian Express

Dainik Bhaskar Malyalam Manorama

1%

2%

4%

0.8%

1%

0.2%

0.1%

0.0%

0.0%

1%

Sakal

2%

2%

0.4%

2%

1%

Business Line

2%

0.4%

0.5%

0.0%

1%

0.8%

2%

0.1%

0.0%

1%

Deccan Chronicle The Tribune

2%

0.0%

0.6%

0.2%

0.9%

Mumbai Mirror

0.2%

0.8%

0.0%

2%

0.8%

Divya Bhaskar

1%

0.1%

2%

0.0%

0.8%

Anand Bazar Patrika

1%

0.1%

0.0%

0.5%

0.7%

Rajasthan Patrika

0.8%

0.1%

0.5%

0.0%

0.6%

Vijay Karnataka

0.3%

0.0%

0.0%

3%

0.5%

Lokmat

0.4%

0.8%

0.0%

0.0%

0.5%

Pratidin (Local)

0.0%

0.0%

0.0%

0.0%

0.5%

Business Standard

0.0%

0.0%

0.0%

0.0%

0.4%

Mid Day

0.1%

0.2%

0.0%

5%

0.3%

Daily Thanthi

0.0%

0.1%

0.0%

3%

0.3%

Mathrubhumi

0.7%

0.0%

0.0%

0.4%

0.3%

Loksatta

0.1%

0.7%

2%

0.0%

0.3%

Punjab Kesari

0.0%

1%

0.0%

0.0%

0.3%

Hitvada

0.1%

0.8%

2%

0.0%

0.3%

Gulf News

0.8%

0.0%

0.0%

0.0%

0.3%

Prabhat Khabar

0.0%

0.0%

0.0%

0.0%

0.3%

Bangalore Times

0.0%

1%

0.0%

0.0%

0.3%

Sandesh

0.1%

0.4%

0.0%

0.0%

0.2%

Nav Bharat Times

0.0%

0.1%

0.0%

0.0%

0.2%

Vijaya Times

0.0%

0.6%

0.0%

0.0%

0.2%

Maharashtra Times

0.4%

0.1%

0.0%

0.0%

0.2%

Mumbai Samachar

0.2%

0.0%

0.0%

0.0%

0.2%

Samaj

0.3%

0.0%

0.0%

0.0%

0.2%

Pudhari

0.0%

0.3%

0.0%

0.0%

0.2%

Amar Ujala

0.2%

0.0%

0.0%

0.0%

0.1%

Andhra Jyoti

0.1%

0.0%

0.0%

0.0%

0.1%

Saamna

0.0%

0.3%

0.0%

0.0%

0.1%

155

Newspaper

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sambad

0.2%

0.0%

0.0%

0.0%

0.1%

Vartha

0.1%

0.0%

0.0%

0.3%

0.1%

Janshakti

0.0%

0.0%

0.0%

0.0%

0.1%

Mint

0.3%

0.0%

0.0%

0.0%

0.1%

Dinakaran

0.0%

0.0%

0.0%

0.0%

0.0%

Nav Hindi Times

0.0%

0.1%

0.0%

0.0%

0.0%

Prajavani

0.0%

0.0%

0.0%

0.0%

0.0%

The Statesman

0.0%

0.0%

0.4%

0.0%

0.0%

Nai Dunia

0.0%

0.0%

0.0%

0.0%

0.0%

Kerala Kaumudi

0.0%

0.0%

0.0%

0.0%

0.0%

Dharitri

0.0%

0.0%

0.0%

0.0%

0.0%

Dinamani

0.0%

0.1%

0.0%

0.0%

0.0%

Kannada praba

0.0%

0.1%

0.0%

0.0%

0.0%

Udayavani

0.0%

0.0%

0.0%

0.0%

0.0%

Asian Age

0.0%

0.1%

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%

Rashtriya Sahara

0.0%

0.0%

0.0%

0.0%

0.0%

Sanmarg

0.0%

0.0%

0.0%

0.0%

0.0%

Siasat

0.0%

0.0%

0.0%

0.0%

0.0%

The Pioneer

0.1%

0.0%

0.0%

0.0%

0.0%

Vartaman

0.0%

0.0%

0.0%

0.0%

0.0%

Tarun Bharat (Marathi)

0.0%

0.0%

0.0%

0.0%

0.0%

india Today

0.0%

0.0%

0.0%

0.0%

0.0%

Aaj Kal

0.0%

0.0%

0.0%

0.0%

0.0%

Inquilab

0.0%

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%

0.0%

0.0%

Others

0.5%

0.5%

5%

0.0%

1%

156

Table 78: Most preferred magazine Magazine

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

435

297

77

50

1,307

India Today

23%

29%

26%

35%

25%

Reader's Digest

10%

6%

3%

1%

7%

Outlook

8%

5%

3%

5%

6%

The Week

8%

5%

0.6%

12%

6%

Business World

5%

7%

6%

0.0%

4%

Business Today

6%

4%

4%

0.0%

4%

Femina

4%

4%

2%

0.0%

3%

Sports Star

2%

1%

8%

2%

3%

0.9%

0.0%

0.6%

4%

3%

Digit

3%

2%

0.2%

2%

2%

Dalal Street

2%

0.7%

8%

0.0%

2%

Film Fare

1%

2%

2%

2%

2%

Ananda Vikatan

Outlook Money Business India Fortune India Star Dust Women's Era Chip Electronics For You Chitralekha

2%

0.7%

2%

0.0%

2%

0.3%

4%

0.2%

5%

1%

1%

0.5%

0.0%

4%

1%

0.0%

2%

3%

3%

1%

1%

2%

0.0%

0.0%

1%

2%

2%

1%

0.0%

1%

0.9%

0.9%

1%

0.6%

1%

1%

0.6%

0.5%

0.0%

1%

Business & Economy

0.4%

3%

0.0%

0.0%

1%

Time

0.9%

0.9%

3%

0.0%

0.9%

Capital Market

1%

0.0%

0.0%

0.0%

0.9%

Autocar India

0.6%

2%

0.3%

0.0%

0.7%

Cosmopolitan

0.8%

2%

0.0%

0.0%

0.7%

National Geographic

0.0%

2%

0.0%

0.5%

0.7%

Today

0.2%

2%

0.5%

3%

0.7%

Business Week

0.9%

0.2%

2%

0.0%

0.7%

Safari

0.1%

2%

0.0%

0.0%

0.6%

Sudha

0.5%

0.5%

0.0%

0.0%

0.6%

Anandamela

0.0%

0.0%

0.0%

0.0%

0.6%

Overdrive

0.8%

0.4%

2%

0.0%

0.5%

PC Quest

0.7%

0.0%

0.0%

0.0%

0.5%

Science Reporter

0.0%

0.0%

8%

0.0%

0.5%

Grihshobha

0.0%

0.0%

4%

0.0%

0.4%

Meri Saheli

0.0%

0.0%

0.0%

0.0%

0.4%

Brunch

0.7%

0.0%

0.0%

0.0%

0.4%

Cineblitz

0.0%

0.0%

0.0%

9%

0.4%

Data Quest

0.0%

1%

0.0%

0.0%

0.4%

Desh

0.7%

0.1%

0.0%

0.0%

0.4%

The Economist

0.7%

0.8%

0.0%

0.0%

0.4%

Auto World

0.5%

1%

0.0%

0.0%

0.4%

Vanita

0.0%

0.0%

0.0%

0.0%

0.3%

Competition Success Review

0.7%

0.0%

0.0%

0.0%

0.3%

Health

0.8%

0.2%

0.0%

0.0%

0.3%

157

Magazine

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Playboy

0.0%

0.2%

0.0%

0.0%

0.3%

Abhiyan

0.5%

0.0%

0.0%

2%

0.3%

Graphiti

0.5%

0.0%

0.2%

0.0%

0.3%

Money life

0.0%

0.1%

0.0%

0.0%

0.3%

Developer IQ

0.9%

0.0%

0.0%

0.0%

0.3%

Swathi

0.2%

0.0%

0.0%

0.3%

0.2%

Kumudham

0.1%

0.1%

0.0%

0.0%

0.2%

India Times

0.0%

0.0%

0.0%

1%

0.2%

Good House Keeping

0.2%

0.8%

0.0%

0.0%

0.2%

Aha Zindagi

0.5%

0.0%

0.0%

0.0%

0.2%

Aval Vikatan

0.4%

0.0%

0.0%

0.0%

0.2%

Maxim

0.0%

0.0%

4%

0.0%

0.2%

Champak

0.0%

0.0%

0.0%

4%

0.2%

Elle

0.1%

0.0%

0.0%

4%

0.2%

Saptahik Sakal

0.2%

0.1%

0.0%

0.0%

0.2%

Savvy

0.1%

1%

0.0%

0.0%

0.2%

Animation Reporter

0.5%

0.0%

0.0%

0.0%

0.2%

Nirogadhaam

0.0%

0.1%

0.0%

0.0%

0.2%

Chandamama

0.0%

0.0%

0.0%

0.0%

0.2%

Business Standard

0.6%

0.0%

0.0%

0.0%

0.2%

Computers Today

0.0%

0.0%

0.0%

0.0%

0.1%

Junior Vikatan

0.0%

0.0%

0.0%

0.0%

0.1%

Linux For You

0.3%

0.1%

0.0%

0.0%

0.1%

Taranga

0.4%

0.0%

0.0%

0.0%

0.1%

Auto India

0.0%

0.3%

0.0%

0.0%

0.1%

Better Photography

0.1%

0.0%

0.0%

0.0%

0.1%

Living Digital

0.3%

0.0%

0.0%

0.0%

0.1%

Wisdom

0.0%

0.0%

0.0%

0.0%

0.0%

Cricket Samrat

0.0%

0.0%

0.0%

0.0%

0.0%

Gladrags

0.0%

0.2%

0.0%

0.0%

0.0%

Inside Outside

0.0%

0.0%

0.0%

0.0%

0.0%

Sananda

0.0%

0.0%

0.0%

0.0%

0.0%

PC World

0.0%

0.0%

0.0%

0.0%

0.0%

Chronicle

0.0%

0.0%

0.0%

0.0%

0.0%

Debonair

0.0%

0.0%

0.0%

0.0%

0.0%

Manorama

0.0%

0.0%

0.0%

0.0%

0.0%

Sarita

0.1%

0.1%

0.0%

0.0%

0.0%

Buzz

0.0%

0.0%

0.0%

0.0%

0.0%

Deccan Chronicle

0.0%

0.0%

0.0%

0.0%

0.0%

Frontline

0.0%

0.0%

0.0%

0.0%

0.0%

Lokprabha

0.0%

0.1%

0.0%

0.0%

0.0%

Saras Salil

0.0%

0.0%

0.0%

0.0%

0.0%

Society

0.0%

0.0%

0.0%

0.0%

0.0%

Top Gear

0.1%

0.0%

0.0%

0.0%

0.0%

Saptahik Bartaman

0.0%

0.1%

0.0%

0.0%

0.0%

Andra Jyoti

0.0%

0.0%

0.0%

0.0%

0.0%

Automobiles

0.0%

0.0%

0.0%

0.0%

0.0%

Bikes

0.0%

0.0%

0.0%

0.0%

0.0%

158

Magazine

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Anandalok

0.0%

0.0%

0.0%

0.0%

0.0%

Business Times

0.0%

0.0%

0.0%

0.0%

0.0%

Grihlakshmi

0.0%

0.0%

0.0%

0.4%

0.0%

Kadambini

0.0%

0.0%

0.0%

0.0%

0.0%

Mathrubhumi

0.0%

0.0%

0.0%

0.0%

0.0%

Outlook Traveller

0.0%

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

0.0%

0.0%

0.0%

0.0%

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%

Economical Times

0.0%

0.0%

0.0%

0.0%

0.0%

3%

4%

9%

2%

5%

Others

Table 79: Most preferred radio channel Radio Channel

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Sample Base

343

223

59

39

991

Radio Mirchi

42%

41%

50%

56%

44%

Red FM

12%

10%

8%

10%

12%

AIR

17%

8%

5%

1%

11%

Radio City

8%

20%

22%

6%

11%

Big FM

8%

5%

0.2%

0.1%

7%

Suryan FM

4%

3%

5%

5%

4%

AIR FM RAINBOW

2%

4%

0.0%

11%

3%

AIR FM GOLD

2%

2%

4%

11%

2%

Fever FM

2%

2%

2%

0.0%

2%

World Space

2%

1%

0.0%

0.0%

1%

Power FM

1%

0.0%

5%

0.0%

0.9%

BBC

0.4%

0.1%

0.0%

0.0%

0.4%

Go FM

0.4%

0.2%

0.0%

0.0%

0.2%

Amar FM

0.0%

0.0%

0.0%

0.0%

0.0%

Hum FM

0.0%

0.0%

0.0%

0.0%

0.0%

Others

0.2%

2%

0.2%

0.0%

1%

159

Table 80: Top of mind recall for brands TOM Brand

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

522

365

94

62

1,596

Sony

9%

9%

6%

10%

8%

Nokia

7%

5%

9%

6%

6%

Tata

6%

6%

2%

4%

6%

Colgate

6%

4%

2%

2%

5%

Reliance

3%

6%

4%

7%

5%

LG

4%

4%

1%

0.0%

4%

Maruti

4%

1%

5%

2%

3%

HLL

2%

3%

1%

0.0%

2%

Samsung

2%

1%

3%

2%

2%

Coca Cola

3%

2%

1%

1%

2%

Pepsi

3%

2%

4%

0.0%

2%

Nike

1%

3%

1%

0.3%

2%

Microsoft

1%

1%

2%

4%

2%

Reebok

2%

2%

0.7%

2%

2%

Airtel

2%

2%

2%

0.0%

2%

Google

1%

2%

0.0%

1%

1%

HP

0.6%

2%

0.0%

3%

1%

Philips

0.4%

1%

6%

0.0%

1%

1%

1%

0.0%

7%

1%

Sample Base

Amul Bajaj

1%

1%

2%

0.0%

1%

IBM

0.7%

0.6%

3%

0.0%

1%

Godrej

0.8%

1%

5%

1%

1%

Hutch

2%

1%

0.0%

0.8%

1%

Adidas

0.8%

2%

2%

0.7%

0.9%

Hero Honda

0.4%

1%

1%

0.0%

0.9%

Honda

1%

2%

0.0%

0.0%

0.9%

Onida

1%

0.4%

0.0%

4%

0.9%

Surf

0.6%

2%

0.0%

0.4%

0.9%

Bata

2%

0.3%

0.0%

0.0%

0.8%

Raymonds

0.7%

0.5%

2%

0.0%

0.7%

Cadbury

0.6%

1%

0.0%

0.0%

0.7%

Levis

0.1%

1%

0.0%

0.0%

0.6%

Sony Ericsson

0.4%

1%

1%

0.0%

0.6%

2%

0.0%

0.7%

0.0%

0.6%

ITC

0.1%

0.8%

2%

0.0%

0.6%

Times of India

0.7%

0.7%

0.0%

0.0%

0.6%

Intel

0.6%

0.0%

0.8%

0.0%

0.5%

Lakme

0.1%

1%

0.0%

0.0%

0.5%

Videocon

0.6%

0.8%

0.0%

1%

0.5%

Britannia

0.4%

0.8%

0.0%

0.0%

0.5%

BSNL

0.5%

1%

0.0%

0.0%

0.5%

1%

0.5%

0.0%

0.0%

0.5%

Nestle

0.4%

0.0%

0.0%

5%

0.5%

Kingfisher

0.6%

0.0%

0.0%

0.0%

0.5%

Honda City

0.2%

0.3%

0.0%

0.0%

0.5%

ICICI

Motorola

160

TOM Brand

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

BPL

0.9%

0.1%

0.0%

0.0%

0.4%

Lee

0.2%

0.4%

0.0%

2%

0.4%

Mercedes

0.5%

0.5%

1%

0.4%

0.4%

Peter England

0.6%

0.3%

0.0%

0.0%

0.4%

Whirlpool

0.3%

0.0%

0.7%

3%

0.4%

Dell

0.2%

0.6%

2%

0.0%

0.4%

Lenovo

0.8%

0.1%

0.0%

0.0%

0.4%

Canon

0.3%

0.0%

0.0%

0.0%

0.4%

Close Up

0.0%

1%

0.0%

0.0%

0.4%

Thums Up

0.3%

0.3%

0.0%

0.0%

0.4%

Santro

0.2%

0.0%

0.0%

0.0%

0.4%

Wipro

0.1%

0.5%

0.0%

2%

0.3%

Compaq

0.2%

0.0%

0.0%

2%

0.3%

HCL

0.0%

0.3%

0.0%

0.0%

0.3%

Garnier

0.5%

0.2%

0.0%

0.0%

0.3%

BMW

0.4%

0.0%

1%

0.0%

0.3%

Infosys

0.1%

0.6%

0.7%

0.0%

0.3%

Provogue

0.0%

0.7%

1%

0.0%

0.3%

Ford

0.2%

0.3%

1%

0.9%

0.3%

Louis Phillip

0.6%

0.7%

0.0%

0.0%

0.3%

Mcdonald

0.3%

0.0%

0.0%

0.0%

0.3%

Nescafe

0.3%

0.9%

0.0%

0.0%

0.3%

Nirma

0.0%

0.5%

0.0%

0.0%

0.3%

Tata Indicom

0.7%

0.0%

0.0%

0.0%

0.3%

Dabur

0.6%

0.2%

0.0%

0.0%

0.2%

Parle

0.2%

0.0%

0.0%

0.9%

0.2%

Titan

0.1%

0.0%

1%

0.0%

0.2%

Apple

0.0%

0.0%

0.5%

0.0%

0.2%

Amway

0.2%

0.3%

0.0%

0.0%

0.2%

Hyundai

0.3%

0.3%

1%

0.0%

0.2%

Toyota

0.0%

0.2%

0.0%

0.0%

0.2%

Horlicks

0.5%

0.0%

0.0%

0.0%

0.2%

John Players

0.0%

0.1%

0.0%

4%

0.2%

L`Oreal

0.4%

0.2%

0.0%

0.0%

0.2%

TVS

0.0%

0.0%

0.0%

0.0%

0.2%

Wills

0.0%

0.0%

0.0%

0.0%

0.2%

Woodland

0.0%

0.0%

3%

0.0%

0.2%

Fair & Lovely

0.0%

0.2%

0.0%

0.0%

0.2%

Fevicol

0.1%

0.3%

0.0%

0.0%

0.2%

LIC

0.0%

0.0%

0.0%

2%

0.2%

Parker

0.6%

0.0%

0.7%

0.0%

0.2%

Rediff

0.0%

0.0%

0.0%

0.0%

0.2%

Sify

0.0%

0.0%

0.0%

0.3%

0.2%

Ranbaxy

0.0%

0.0%

0.0%

0.0%

0.2%

Ponds

0.0%

0.3%

0.0%

0.0%

0.1%

Yamaha

0.0%

0.0%

0.0%

0.0%

0.1%

Lifebuoy

0.0%

0.0%

0.0%

0.0%

0.1%

Lux

0.0%

0.2%

0.0%

0.0%

0.1%

161

TOM Brand

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Suzuki

0.0%

0.4%

0.0%

0.0%

0.1%

Pepe

0.0%

0.3%

0.0%

0.0%

0.1%

Pepsodent

0.0%

0.0%

0.0%

0.0%

0.1%

Spykar

0.0%

0.3%

0.0%

1%

0.1%

Allen Solly

0.3%

0.0%

0.0%

0.0%

0.1%

Arrow

0.0%

0.0%

1%

0.0%

0.1%

Dettol

0.0%

0.4%

0.0%

0.0%

0.1%

Hamam

0.0%

0.0%

0.0%

0.0%

0.1%

Kodak

0.0%

0.4%

0.0%

0.0%

0.1%

Koutons

0.0%

0.0%

2%

0.0%

0.1%

P&G

0.0%

0.3%

0.0%

0.0%

0.1%

Panasonic

0.0%

0.2%

0.0%

0.0%

0.1%

Park Avenue

0.0%

0.2%

0.0%

0.0%

0.1%

Ray Ban

0.0%

0.0%

0.0%

0.0%

0.1%

Rin

0.1%

0.1%

0.0%

0.0%

0.1%

Rolex

0.1%

0.0%

0.3%

0.0%

0.1%

Skoda

0.3%

0.0%

0.0%

0.0%

0.1%

Taj

0.1%

0.0%

0.0%

0.0%

0.1%

Van Huesen

0.0%

0.0%

0.0%

0.0%

0.1%

Versace

0.3%

0.0%

0.0%

0.0%

0.1%

VIP

0.4%

0.0%

0.0%

0.0%

0.1%

Zodiac

0.0%

0.0%

1%

0.0%

0.1%

Acer

0.0%

0.0%

0.0%

0.2%

0.1%

Axe

0.0%

0.3%

0.0%

0.0%

0.1%

L&T

0.2%

0.0%

1%

0.0%

0.1%

Sahara

0.0%

0.0%

0.0%

0.0%

0.1%

Sansui

0.2%

0.0%

0.0%

0.0%

0.1%

TCS

0.2%

0.0%

0.0%

0.0%

0.1%

Chevrolet

0.0%

0.2%

0.0%

0.0%

0.1%

GE

0.2%

0.0%

0.0%

0.0%

0.1%

HDFC

0.0%

0.3%

0.0%

0.0%

0.1%

Pears

0.0%

0.3%

0.0%

0.0%

0.1%

Voltas

0.0%

0.4%

0.0%

0.0%

0.1%

Glaxo

0.3%

0.0%

0.0%

0.0%

0.1%

Johnson & Johnson

0.0%

0.0%

0.0%

0.0%

0.0%

Pantaloon

0.0%

0.0%

0.0%

0.0%

0.0%

Brooke Bond

0.0%

0.0%

0.0%

0.0%

0.0%

Denim

0.0%

0.0%

0.0%

0.0%

0.0%

ISI

0.0%

0.0%

0.0%

0.0%

0.0%

Killer

0.0%

0.0%

0.0%

0.0%

0.0%

Ferrari

0.0%

0.0%

0.0%

0.0%

0.0%

Gillette

0.0%

0.0%

0.0%

0.0%

0.0%

Gold Flake

0.0%

0.0%

0.0%

0.0%

0.0%

Gucci

0.0%

0.0%

0.0%

0.0%

0.0%

IFB

0.0%

0.0%

0.0%

0.0%

0.0%

Maggi

0.0%

0.2%

0.0%

0.0%

0.0%

Mahindra & Mahindra

0.0%

0.0%

0.0%

0.0%

0.0%

MRF

0.1%

0.0%

0.0%

0.0%

0.0%

162

TOM Brand

ICICI Direct

Sharekhan

Indiabulls

Kotaksec.

ASTU

Revlon

0.0%

0.0%

0.0%

0.0%

0.0%

Tata Tea

0.0%

0.0%

0.0%

0.0%

0.0%

Yahoo

0.0%

0.0%

0.7%

0.0%

0.0%

Idea

0.1%

0.0%

0.0%

0.0%

0.0%

Lays

0.0%

0.0%

0.0%

0.0%

0.0%

Armani

0.0%

0.0%

0.0%

0.0%

0.0%

Citi Bank

0.0%

0.0%

0.0%

0.0%

0.0%

Mark & Spencer

0.0%

0.0%

0.0%

0.0%

0.0%

NIIT

0.0%

0.0%

0.0%

0.0%

0.0%

Red Label

0.0%

0.0%

0.0%

0.0%

0.0%

Reid & Taylor

0.0%

0.0%

0.0%

0.0%

0.0%

SBI

0.0%

0.0%

0.0%

0.0%

0.0%

Scorpio

0.0%

0.0%

0.0%

0.0%

0.0%

Siemens

0.0%

0.0%

0.0%

0.0%

0.0%

Tanishq

0.1%

0.0%

0.0%

0.0%

0.0%

Tata Indica

0.0%

0.0%

0.0%

0.0%

0.0%

Tata Motors

0.0%

0.0%

0.0%

0.0%

0.0%

VSNL

0.0%

0.0%

0.0%

0.0%

0.0%

HSBC

0.0%

0.0%

0.0%

0.0%

0.0%

MTNL

0.0%

0.1%

0.0%

0.0%

0.0%

Satyam

0.0%

0.0%

0.0%

0.0%

0.0%

Liberty

0.0%

0.0%

0.0%

0.0%

0.0%

Others

10%

6%

6%

20%

10%

163

Appendix

164

Table 81: City type classification by market size

REGIONS

CITY TYPE BY MARKET SIZE 3

Metros

Urban Uptowns

Emerging Towns

Others

North

South

East

West

Delhi

Bangalore Chennai Coimbatore Hyderabad

Kolkata

Ahmadabad Mumbai Pune Surat

Faridabad Jaipur Kanpur Lucknow Ludhiana Patna

Kochi Madurai

Asansol

Bhopal Thane Indore Nagpur Vadodara

Amritsar Chandigarh Dhanbad Ghaziabad

Thiruvanathapuram Tiruchirapalli Vijayavada Visakhapatanam

Agra Allahabad Dehradun Gurgaon Jodhpur Meerut Noida Ranchi Varanasi Others from North India

Mangalore Mysore Secunderabad Others from South India

Guwahati

Bhubaneswar Cuttack Raipur Others from East India

Aurangabad Goa Jabalpur Nashik Rajkot Solapur Others from West 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.

165

Table 82: 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 Delhi & NCR Hyderabad & Secunderabad Kolkata Mumbai & Suburbs Pune Surat Bhopal Jaipur Kanpur Lucknow Ludhiana Nagpur Patna

Metros

Faridabad

Assansol

Indore Kochi Madurai Vadodara

Goa

Amritsar Aurangabad Chandigarh Dhanbad Guwahati Jabalpur Rajkot Thiruvanathapuram Tiruchirapalli Vijayavada Visakhapatanam

MARKET SIZE 4

Urban Uptowns

Emerging Towns

Others

Others from North India Others from South India Others from East India Others from West India

Mangalore Dehradun Others from North India Others from South India Others from East India Others from West India

Allahabad Bhubaneswar Cuttack Jodhpur Raipur Ranchi Solapur

Nashik

Agra Meerut Varanasi

4

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.

166

Table 83: Socio economic classification (SEC) grid

Chief Wage Earner's 5 Occupation

Chief Wage Earner's Highest Education Illiterate

School (Up to 4 yrs)

School (5-9 yrs)

Secondary / High School

Not Grad.

Grad./ PG (Gen.)

Grad./ PG (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 no employee

D

C

B

B

A

A

A

Businessmen/ industrialists – with 1 to 9 employee

C

B

B

B

A

A

A

Businessmen/ industrialists – with 10+ employee

B

B

A

A

A

A

A

Self-employed professionals

D

D

D

B

B

A

A

Clerical/ salesmen

D

D

D

C

B

B

B

Supervisor level

D

D

C

C

B

B

A

Officers/ executives (junior)

C

C

C

B

B

A

A

Officers/ executives (middle/ senior)

B

B

B

B

A

A

A

5

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.

167

Index: Charts

Chart 1: Overlap between online share trading, online bill payment and net banking ..................................................................................... 14 Chart 2: Problems faced while surfing the Internet................................. 17 Chart 3: Gender breakup ................................................................ 29 Chart 4: Age group distribution ........................................................ 30 Chart 5: City class - by population size ............................................... 31 Chart 6: City class - by market size.................................................... 32 Chart 7: Region-wise break-ups ........................................................ 34 Chart 8: Socio economic classification ................................................ 36 Chart 9: Highest educational qualification ........................................... 37 Chart 10: Occupational break up....................................................... 38 Chart 11: Function / field of occupation ............................................. 39 Chart 12: Head of the household....................................................... 40 Chart 13: Monthly family income ...................................................... 41 Chart 14: Most expensive vehicle owned by the household........................ 42 Chart 15: Ownership of credit cards (individually).................................. 43 Chart 16: Current loan liabilities....................................................... 45 Chart 17: Years of experience in using internet ..................................... 46 Chart 18: Place of accessing internet ................................................. 47 Chart 19: Type of internet connection at home ..................................... 48 Chart 20: Type of internet connection at office..................................... 49 Chart 21: Service provider subscribed to at home .................................. 50 Chart 22: Service provider subscribed to at office .................................. 51 Chart 23: Frequency of accessing internet from home ............................. 52 Chart 24: Frequency of accessing internet from office............................. 53 Chart 25: Time of the day accessing internet from home ......................... 54 Chart 26: Time of the day accessing internet from office ......................... 55 Chart 27: Duration of PC usage from home........................................... 56 Chart 28: Duration of internet usage from home.................................... 57 Chart 29: Duration of PC usage from office .......................................... 58 Chart 30: Duration of internet usage from office ................................... 59 Chart 31: Time spent by internet users on watching TV ........................... 60 Chart 32: Time spent by internet users on reading newspaper ................... 61 Chart 33: Time spent by internet users on listening to radio ..................... 62 Chart 34: Professional activities ....................................................... 64 Chart 35: Personal activities............................................................ 65 Chart 36: Downloading activities....................................................... 66 Chart 37: E-commerce related activities ............................................. 67 Chart 38: Online shopping............................................................... 68 Chart 39: Response to online marketing stimulus ................................... 69 Chart 40: Blogging activities ............................................................ 70 Chart 41: Member of an online community........................................... 71 Chart 42: Problems faced while surfing the internet ............................... 75 Chart 43: Number of email accounts and average per capita email ids ......... 76 Chart 44: Multiple user shares of email websites ................................... 80

168

Index: Tables

Table 1: Detailed Sample Base Distribution of the Land Survey ....................6 Table 2: Popularity of various internet activities ................................... 12 Table 3: Key demographic and socio-economic profile of net users trading shares online .............................................................................. 15 Table 4: Ownership of key household and financial assets among net users trading shares online ..................................................................... 15 Table 5: Key net usage behavior of net users trading shares online ............. 16 Table 6: Popular online activities undertaken relatively more by net users trading shares online (Top 15).......................................................... 18 Table 7: Response to online marketing stimuli and online buying behavior .... 19 Table 8: Preferred websites for checking and trading shares online............. 19 Table 9: Comparative evaluation of the top 4 online share trading websites on selected demographic attributes....................................................... 21 Table 10: Comparative evaluation of the top 4 online share trading websites on selected net usage behavior attributes ............................................... 22 Table 11: Response to online marketing stimuli..................................... 22 Table 12: Preferred websites for undertaking selective online activities among the users of the top 4 online share trading websites ............................... 23 Table 13: Popularity of various internet activities .................................. 26 Table 14: Preferred website for online share trading .............................. 28 Table 15: Top 10 cities .................................................................. 33 Table 16: Preferred language of reading ............................................. 35 Table 17: Household asset ownership ................................................. 44 Table 18: Popularity of various internet activities .................................. 63 Table 19: Membership by type of online community ............................... 72 Table 20: Most used local language websites (other than English) ............... 73 Table 21: Online activities desired in other languages ............................. 74 Table 22: Top of mind unaided recall - all websites ................................ 77 Table 23: Most used website - all websites........................................... 78 Table 24: Preferred websites - emailing .............................................. 79 Base: 1,623Table 25: Info search (English) ........................................... 80 Table 25: Info search (English) ......................................................... 81 Table 26: Info search (local language) ................................................ 82 Table 27: Job search ..................................................................... 83 Table 28: Booking travel tickets ....................................................... 84 Table 29: Online shopping (other than travel tickets).............................. 85 Table 30: Online news ................................................................... 86 Table 31: Financial news & info (rates, quotes, etc.) .............................. 87 Table 32: Real estate info............................................................... 88 Table 33: Matrimonial search........................................................... 89 Table 34: Dating/friendship search.................................................... 90 Table 35: Social networking/communities ........................................... 91 Table 36: Online gaming................................................................. 92 Table 37: Download mobile content................................................... 93 Table 38: Preferred instant messaging applications ................................ 94 Table 39: Download music .............................................................. 95 Table 40: Sports content ................................................................ 96 Table 41: Cinema content............................................................... 97 Table 42: Most used local language websites (other than English) ............... 98 Table 43: Preferred blog sites .......................................................... 99 Table 44: Preferred astrology website ............................................... 100 Table 45: Preferred online learning / education website......................... 101 Table 46: Favorite TV channels ....................................................... 102 Table 47: Favorite newspapers ........................................................ 103 Table 48: Favorite magazines ......................................................... 104 Table 49: Favorite radio channels .................................................... 105 Table 50: TOM recall for brands....................................................... 106

169

Index: Segment wise Detailed Tables

Table 1: Gender breakup ............................................................... 108 Table 2: Age group distribution ....................................................... 108 Table 3: City class - by population size .............................................. 109 Table 4: City class - by market size .................................................. 109 Table 5: City wise distribution ........................................................ 110 Table 6: Region-wise break-ups ....................................................... 111 Table 7: Preferred language of reading .............................................. 112 Table 8: Socio economic classification ............................................... 113 Table 9: Highest educational qualification .......................................... 113 Table 10: Occupational break up ..................................................... 113 Table 11: Function / field of occupation ............................................ 114 Table 12: Head of the household ..................................................... 114 Table 13: Monthly family income ..................................................... 114 Table 14: Most expensive vehicle owned by the household ...................... 115 Table 15: Ownership of credit cards (individually)................................. 115 Table 16: Household asset ownership ................................................ 115 Table 17: Current loan liabilities...................................................... 116 Table 18: Years of experience in using internet.................................... 116 Table 19: Place of accessing internet ................................................ 116 Table 20: Type of internet connection at home .................................... 117 Table 21: Type of internet connection at office ................................... 117 Table 22: Service provider subscribed to at home ................................. 117 Table 23: Service provider subscribed to at office................................. 118 Table 24: Frequency of accessing internet from home ............................ 118 Table 25: Frequency of accessing internet from office ........................... 118 Table 26: Time of the day accessing internet from home ........................ 119 Table 27: Time of the day accessing internet from office ........................ 119 Table 28: Duration of internet usage from home................................... 119 Table 29: Duration of internet usage from office .................................. 120 Table 30: Duration of internet usage during weekdays............................ 120 Table 31: Duration of internet usage during weekends ........................... 120 Table 32: Duration of PC usage from home ......................................... 121 Table 33: Duration of PC usage from office ......................................... 121 Table 34: Time spent by internet users on watching TV .......................... 121 Table 35: Time spent by internet users on reading newspaper .................. 122 Table 36: Time spent by internet users on listening to radio .................... 122 Table 37: Professional activities ...................................................... 122 Table 38: Personal activities........................................................... 123 Table 39: Downloading activities ..................................................... 123 Table 40: E-commerce related activities ............................................ 124 Table 41: Online shopping.............................................................. 124 Table 42: Response to online marketing stimulus .................................. 124 Table 43: Blogging activities ........................................................... 125 Table 44: Member of an online community ......................................... 125 Table 45: Membership by type of online community .............................. 126 Table 46: Usage of other language websites ........................................ 126 Table 47: Online activities desired in other languages ............................ 127 Table 48: Problems faced while surfing the internet .............................. 127 Table 49: Top of mind unaided recall - all websites ............................... 128 Table 50: Most used website - all websites.......................................... 130 Table 51: Preferred website for emailing ........................................... 130 Table 52: Multiple user shares of email websites .................................. 131 Table 53: No. of email accounts ...................................................... 131 Table 54: Preferred website for job search ......................................... 132 Table 55: Preferred website for mobile content ................................... 133

170

Table 56: Preferred website for sports .............................................. 134 Table 57: Preferred website for travel products ................................... 135 Table 58: Preferred website for matrimony......................................... 136 Table 59: Preferred website for financial news/info .............................. 137 Table 60: Preferred website for cinema ............................................. 138 Table 61: Preferred website for games .............................................. 139 Table 62: Preferred website for online shopping................................... 140 Table 63: Preferred website for online news ....................................... 141 Table 64: Preferred website for friendship/dating ................................ 142 Table 65: Preferred website for music ............................................... 143 Table 66: Preferred info search engine - local language .......................... 144 Table 67: Preferred website for real estate......................................... 144 Table 68: Preferred info search engine - English ................................... 145 Table 69: Preferred website for instant messaging ................................ 145 Table 70: Preferred website for social networking/communities ............... 146 Table 71: Preferred website for astrology........................................... 147 Table 72: Preferred website for online learning/education ...................... 148 Table 73: Preferred blog sites ......................................................... 149 Table 74: Other language preferred for local language content................. 150 Table 75: Preferred website for checking local language content .............. 151 Table 76: Most preferred TV channel................................................. 152 Table 77: Most preferred newspaper ................................................. 155 Table 78: Most preferred magazine................................................... 157 Table 79: Most preferred radio channel ............................................. 159 Table 80: Top of mind recall for brands ............................................. 160 Table 81: City type classification by market size .................................. 165 Table 82: City type by population size vs. market size............................ 166 Table 83: Socio economic classification (SEC) grid................................. 167

171

172

173