Juxtconsult India Online 2007 Youth On The Net Report

India Online 2007

Youth on the net

India Online 2007

Youth on the Net Report

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India Online 2007

© copyright JuxtConsult

Youth on the net

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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: Reading the Graphs & Tables ..........................................24 Demographic Profile ....................................................26 Socio-Economic Profile .................................................33 Economic Profile.........................................................38 Net Usage Status.........................................................43 Net Usage Dynamics.....................................................49 Preferred Net Activities ................................................60 Most Used Websites .....................................................76 Most Used Offline Media Brands..................................... 100 Response to Online Marketing Stimuli.............................. 104 Offline Brands Recalled .............................................. 105 Segment Wise Detailed Tables ...................................... 106 Appendix ................................................................ 167

Youth on the net

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India Online 2007

India Online 2007 The India Online 2007 study is not just an annual update over the previous year's India Online 2006 study but rather a continuation of JuxtConsult’s efforts to keep improving the quality of the study every year. The improvements made in the study this year not only involve further strengthening of the research methodology but also enhancing the coverage of the information, especially in the emerging areas of internet usage in the country like blogging, social networking and language website usage. Accordingly the India Online 2007 set of reports will not only provide you the most recent estimates on the Internet user-ship, its growth and penetration in India but will also give you an 'insightful' understanding of the current net usage behavior and preferences of various kinds of online Indians. Like in the year 2006, JuxtConsult conducted two large-scale 'primary' surveys, one offline and one online to complete the study this year as well. However, the sample size for the 'land' survey (which is used to estimate the size of internet using population in urban India) was almost doubled this year to further improve the coverage among the various population strata in urban India. The land survey, conducted during April 2007, covered 10,000 households across 31 cities of various sizes across all the four regions of the country. The 'online' survey was conducted among 3 of the most popular and generic portals in Indian with the focus on capturing the in-depth net usage behaviors and preferences of online Indians. This survey was conducted by JuxtConsult between April-May 2007 and over 14,200 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.

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Youth on the net

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

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India Online 2007

India Online 2007 Reports Main Report X

Overall Status and Usage of Internet in India

User Segment Supplementary Reports X 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

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Youth on the net

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.

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India Online 2007

Methodology In order to derive highly robust and authentic estimates of the current user-ship of Internet in India, and draw out a truly representative internet usage behavior patterns, we at JuxtConsult keep improving and refining our research methodology for the India Online study every year. In 2007, we have again brought in two significant improvements: X

We have increased our land survey sample base to 10,000 (from 5,500 last year) and the coverage of the number of cities to 31 (from 21 last year). The distribution of these 31 cities continues to be well spread across the 4 regions of the country. But more importantly, in terms of coverage of towns by their population size, we dug deeper this year and covered all town classes that have population of 20,000 individuals and above.

X

Further, to better capture the internet usage across all types of socio-economic classes (SEC) in urban Indian, we allocated equal sample quota among the 5 broad socio-economic classes A, B, C, D and E across various zones within a town, and then across the town classes and regions. To correct for and put back the real representation of the socio-economic classes (and not equal representation) during the data processing stage, we incorporated the appropriate SEC 'weights' derived from the actual urban population statistics from authentic govt. Sources (National Sample Survey Organization and Census of India).

These two refinements in the sampling methodology ensured that this year we get an even better representation of various types of internet users in urban India. Like last year, this year again we conducted both a land survey and an online survey separately, with the focus of the land survey being on estimating the size of the internet using population in urban India, and that of the online survey on capturing the net usage behavior and preference patterns. The two surveys had some common questions on demographic profiles and net usage behavior to help us link up the two sets of data at the processing stage.

The land survey The objective of the land survey was two fold. First, to help us estimate the internet user-ship in urban India, as with a land survey we could cover both the user and non-user population of the internet in a representative way. The other objective was to derive relevant demographic 'multipliers' from this survey which could then be applied to the internet usage data collected in the online survey. The use of these 'individual' level multipliers helped us make the online survey findings 'representative' of the entire urban online population and not just of those who are more likely to fill up an online surveys (because of factors like convenience of access, regularity of usage,

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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

-

-

10002

City Class

10 lakh +

5 lakh - 10 lakh

1 lakh – 5 lakh

50 K – 1 lakh

20 K - 50 K

Total (31)

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India Online 2007

To check for both the 'regular' as well as 'occasional' usage of the Internet, at each of the 10,000 households contacted it was queried: X X

If any member of the household use the Internet 'at all' from anywhere (home or any location outside)? And 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.

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In this year's study, the information area coverage (in the online questionnaire) was also enhanced and fine tuned somewhat to keep abreast with the changing and evolving Indian online space: X

X

X

The net usage behavior and preferences of new phenomena like blogging, social networking and language content checking were included. 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. The question about 'blogging' was fine tuned to segregate usage behavior between only reading blogs, posting comments on blogs and having a blog site of one's own.

In the online questionnaire, a response format of 'clicking' a single or multiple options among the various given options was used for most questions. For each of these questions it was also possible for a respondent to answer 'none' or 'any other'. However, wherever the respondents were asked to give preferences for websites or brand names, only a text box was provided for them to type the name on their own (or type 'none' if not applicable). This was done to ensure that all such recall and actual usage preference responses were solicited 'unprompted'. Further, to enlist complete and sincere responses, an incentive of a significant cash prize was also announced for one selected respondent to be given at the end of the survey. Over 26,000 unduplicated and clean responses were collected from the online survey campaign in about 31/2 weeks time. Of these, all 26,000 responses were complete on user profiles and their net usage behavior information. Around 14,200 responses were complete in all aspects, including various online activities undertaken and website preferences. Thus, the responses from the three sections of the online survey have different valid sample bases and have been reported accordingly. All the usable responses after data cleaning were then collated, crosschecked and processed for tabulation and analysis. While doing the tabulation, any errors and spelling mistakes in typing of the brand names, etc. By the respondents were carefully checked and corrected. Finally, the appropriate weights (multipliers) as derived from the land survey were incorporated into the usable online survey responses to make them more 'representative' of the entire urban online population. Further, for questions that asked for preferred websites names, to remove the possible 'source' bias towards any specific generic portal among the three generic portals used, an 'equalization' correction factor was also incorporated. The net result was the compilation of the latest, highly authentic and representative database on the Internet habits and website preferences of online Indians. This database was then used for making 'insightful'

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India Online 2007

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.

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Executive Summary Teenagers increase their base within the online youth segment. The proportion of the ‘youth’ among all internet users has remained static at 42%, the same as the last year. Yet, compared to only 1 in 6 online youth being a ‘teenager’ (13-18 years) last year, in 2007 teenagers account for 1 in 4 online youth. These are the first signs of emergence of urban Indian teenagers as an online user group. Yet, on the whole, online youth continue to be predominantly ‘young adults’ (19-24 years) at 76%. The growth in online teenager base has been largely fueled by a ‘deeper’ penetration of internet usage. Smaller towns are accounting for an appreciably larger proportion of online youth today than they did a year ago. Further, the relatively ‘younger’ lot amongst the online youth is coming a lot more from the SEC ‘D’ and ‘E’ households. This flattening ‘socioeconomic’ distribution of online youth is in keeping with the trend among all internet users and may partly be a result of ‘deeper’ representation of the survey data this year. The West and South account for considerably higher proportion of online youth. If in 2006, 55% of online youth belonged to either South or West regions, today this has grown to 65%. Online teenagers come from relatively better economic status households than the online young adults. In comparison to the young adults, online teenagers show relatively higher proportion of ownership of the most of the ‘evolved lifestyle’ household assets – cars, air conditioner, washing machine, microwave, camera, video camera, music system, computer/laptop, etc. Even as the adult youth continue to remain relatively ‘savvier’ internet users, teenagers are beginning to show signs of ‘growing up’. If 32% of online teenagers had internet usage experience of over 2 years in 2006, today this proportion has grown to 41%. Though on the whole, online young adults remain the relatively ‘heavier’ and ‘savvier’ users on the net, online teenagers are clearly ‘evolving’ as netizens to become a ‘noteworthy’ segment in the urban Indian online space. Sociability and entertainment continue to drive internet usage among online youth. The online activities that online youth undertake considerably more than the other net users are the social interaction activities (chatting/instant messaging, dating/friendship, sharing pictures, online communities, etc.) And checking entertainment content (sports, music, games, cinema, mobile ring tones, wallpapers/screen savers, etc.).

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India Online 2007

Also, becoming member of an online community is distinctly higher on the online youth’s agenda (50%) than blogging (30%). Online youth make a relatively ‘weaker’ online consumer base. Incidence of online buying among youth as whole is much lower at 32% compared to 43% among all internet users. Within the youth segment, the young adults (34%) are better disposed to buy online compared to the teenagers (25%). Yahoo has lost ground while Google and Orkut have improved their standing among the online youth. Google (29%) has overtaken Yahoo (27%) in the race for the ‘most used’ website among online youth. Orkut has also emerged as a strong contender in the space of friendship/dating and social networking and communities among online youth and has become the second most popular website among the teenagers (after Yahoo).

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Key Findings Teenagers increase their base within the online youth segment Compared to only 1 in 6 online youth last year, teenagers account for 1 in 4 online youth in 2007. Notwithstanding the fact that the proportion of the ‘youth’ among all internet users remains static (at 42%, the same as the last year), there has been a significant +11% point increase in the proportion of teenagers within the online youth segment. If teenagers (13-18 years) accounted for only 15% of the online youth in 2006, today they constitute 26% of this segment. Yet, on the whole, online youth continue to be predominantly ‘young adults’ (19-24 years). In fact, 1 in 3 of all online urban Indians is a young adult, while only 1 in 10 is a teenager. In numbers, the total base of online youth stands at 10.6 million, out of which 2.8 millions are teenagers and 7.8 millions are the young adults. In comparison to the last year, while online young adult base remains static at 7.8 million, the base of online teenagers has doubled from 1.4 million to 2.8 million. Table 2: Teenagers vis-à-vis Young Adults among the Online Youth 2007

2006

In millions

% of Online Youth

In millions

% of Online Youth

Teenagers (13-18 years)

2.8

26%

1.4

15%

Young Adults (19-24 years)

7.8

74%

7.8

85%

% of Internet Users All Youth

10.6

42%

% of Internet Users 9.2

42%

The growth in online teenager base has been largely fueled by a ‘deeper penetration’ of internet usage Smaller towns are accounting for an appreciably larger proportion of online youth than they did a year ago. This is in keeping with the trend for all internet users. Online teenagers originate relatively more from non-metros as compared to the young adults. Only 28% of teenagers belong to metros whereas 34% of young adults belong to metros.

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India Online 2007

Graph 1: Distribution by city class based on market size Current Year

Metro

40% 30%

Urban uptowns

35%

36%

34%

28% 18% 19%

20%

Emerging Towns

32%

36%

Others 37% 33%

17% 15%

16% 14%

All Youth

All Users

16% 14%

10% 0% Teenagers

Young Adults

A flattening of socio-economic distribution of online youth is also quite evident. While this flattening is in line with the socio-economic trends among all internet users, the rise of teenager users from ‘lower’ socioeconomic classes is clearly visible. If the lower secs (SEC ‘D’ and ‘E’) accounted for 16% of the young adults and 14% of the online teenagers in 2006, the corresponding figures for 2007 are 24% and 51%! Clearly then, the relatively younger lot among the online youth (teenagers) are increasingly coming more from the SEC ‘D’ and ‘E’ households. Table 3: Distribution by socio-economic classification Socio Economic Classification

Teenagers 2007

Sample Base

Young Adults

2006

2007

2006

2,615

992

7,833

5,609

SEC A

3%

23%

18%

17%

SEC B

24%

50%

30%

42%

SEC C

22%

13%

27%

25%

SEC D

30%

9%

16%

9%

SEC E

21%

5%

9%

7%

Further, this ‘flattening’ socio-economic distribution of online youth is also borne by the fact that only 32% of all online youth prefers to read in English as compared to 41% of all net users.

Two-thirds of the online youth belong to either south or west If in 2006, 55% of online youth belonged to either South or West, today this has grown to 65%. In contrast, the share of North has shrunk by – 12% from 36% to 24% currently. However, as two-thirds of all net users also come from South and West, the online youth of these 2 regions do not show any higher inclination to use the net per se than the youth of the other regions.

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Graph 2: Region-wise distribution of online youth North

Current Year

East

South

West

50% 42%

40% 30% 20%

41%

36% 27%

23%

14%

25%

23%

25%

26%

22% 12%

11%

10%

10%

24%

40%

0% Teenagers

Young Adults

All Youth

All Users

There has been a noticeable gender shift favoring males among teenagers While the male skew is in evidence across all internet users at over 80%, it is very pronounced in the case of teenager segment which till last year was standing out for relatively better gender equality. In fact, the proportion of teen females has nearly halved from 36% (of the teenager segment) a year ago to only 19% today. This may be a direct result of the deeper penetration of internet usage, whereby even the younger internet users from the smaller towns and lower SEC households are more likely to be males. Table 4: Gender make up of online youth Gender

2007 Teenagers

Young Adults

All Youth

Male

81%

80%

Female

19%

20%

2006 Teenagers

Young Adults

All Youth

80%

65%

73%

72%

20%

36%

27%

28%

Online teenagers come from relatively better economic status households than the online young adults. X

X

X

Young adults show fairly high ownership of 2-wheelers at 45% (against 35% among teenagers). In contrast, teenagers show a much higher relative ownership of cars at 32% (against only 20% among young adults). Young adults show a marginally higher ownership of credit cards (17% as against 13% for teenagers). However, overall online youth show fairly low levels of credit card ownerships, as a much higher 34% of all internet users own credit cards. In comparison to the young adults, teenagers show relatively higher proportion of ownership of the most of the ‘evolved lifestyle’ household assets like air conditioner, washing machine, microwave, camera, video camera, music system, computer/laptop, etc.

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Teenagers are beginning to show signs of ‘growing up’ in terms of internet usage Overall, online youth are relatively less experienced net users with only half of them (51%) having more than 2 years of experience in using internet (against 63% of all internet users). However, teenagers have shown a noticeable ‘improvement’ in their net usage experience base. If 32% of online teenagers had internet usage experience of over 2 years in 2006, today this proportion has grown to 41%. X

Online teenagers log on to the net from home almost as regularly as the young adults. 79% of online teenagers surf the net daily, against 84% of young adults.

X

The share of ‘heavier’ net users from home among teenagers has marginally increased from 19% to 22% i.e. +3%, albeit the gain is relatively smaller than among the adult youth (from 19% to 27% i.e. +8%). Overall, teenagers are the relatively ‘lighter’ users of the internet from homes (and offices) as compared to the young adults.

X

Teenagers are also coming of age in terms of ownership of multiple email accounts – whereas till last year only 27% of them had 3 or more email accounts, today this figure stands at a whopping 47%.

So, on the whole though online young adults remain the relatively ‘heavier’ and ‘savvier’ users on the net, the online teenagers are also clearly ‘evolving’ in their net usage behavior, and emerging as a ‘noteworthy’ segment of net users in the urban Indian online space.

Online youth are flexible about their place of accessing internet The increase in the ‘average number of access points to the internet’ from 1.6 in 2006 to 1.9 in 2007 is a trend that follows among all internet users. In fact, today nearly every third online youth (30%) accesses the internet from 3 places – home, place of work and cyber cafes. The higher disposition of teenagers to access the internet primarily from homes (67%) and for young adults to do so from offices (75%) continues. On the whole, compared to the last year, online youth are accessing the net significantly more from both home and offices, and marginally less from the cyber cafes. However, in comparison to the overall net users, online youth still access the net relatively more from cyber cafes at 54%.

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Graph 3: Place of access Home Place of work (office / school / college) Cyber cafe In transit (while traveling)

Current Year

80% 60%

75%

67% 56% 50%

58%

78%

70%

54%

60%

59%

53%

47%

40% 20%

5%

4%

6%

4%

0% Teenagers

Young Adults

All Youth

All Users

Change from PY 30%

25%

22%

20%

20% 10% 0% -10%

5%

4%

0%

0% -2%

19% 13%

12%

12%

0%

1%

3%

-2%

Other salient aspects of this segment’s Internet usage are: X

At 67% proportionately more online teenagers access the net from home than the young adults (58%). On the other hand, young adults show significantly higher access from office at 75%.

X

Teenagers log on relatively more during the day (9:00 a.m.-6 p.m.) Than the young adults, while young adults log on more during the night (6:00 p.m.-12 midnight) relative to the teenagers.

Sociability and entertainment continue to drive internet usage among the online youth The online activities that online youth undertake considerably more than overall internet users are social interaction (chatting/ instant messaging, dating/friendship, sharing pictures, social networking/communities, etc.) And checking entertainment content (sports, music, games, cinema, mobile ring tones, wallpapers/screen savers, etc.).

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Table 5: Online activities undertaken more by the online youth than the overall net users (Top 10) % of Online Youth Undertaking

% of All Internet Users Undertaking

5,983

14,253

Chatting

73%

59%

+14%

Music

70%

60%

+10%

Dating/Friendship

61%

51%

+10%

Screensavers/wallpapers

54%

46%

+9%

Movies

38%

29%

+9%

Share pictures

48%

40%

+9%

Check cinema content

36%

28%

+8%

Online games

62%

54%

+8%

Instant messaging

69%

62%

+7%

Social networking / Communities

50%

44%

+6%

Online Activities Sample Base

Difference

When seen from the perspective of the popular online activities that online youth are undertaking more compared to the last year, apart from the social interaction and entertainment online activities, some serious ‘investing in the future’ oriented activities like checking financial investment and real estate info, job search and matrimonial search, etc. Also stand out significantly (largely driven by the young adults). E-greetings and checking health and lifestyle info have lost some of the appeal they held among the online youth till last year. Table 6: Online activities undertaken more by online youth this year compared to the previous year (Top 11) Online Activities Sample Base

% of Online Youth Undertaking (2007)

% of Online Youth Undertaking (2006)

Difference

5,983

5,534

Matrimonial search

48%

13%

+34%

Check financial info

41%

10%

+32%

Check real estate info

35%

6%

+28%

Instant messaging

69%

41%

+28%

Dating/Friendship

61%

34%

+27%

Online games

62%

39%

+24%

Mobile contents (ring tones / games, etc.)

56%

32%

+23%

Check hobby related info

33%

12%

+22%

Check Sports

62%

41%

+21%

Music

70%

53%

+18%

Job Search

73%

57%

+16%

In terms of the more ‘evolved’ interactive online activities, it is membership among ‘online communities’ rather than blogging that the youth are also involved with on the net.

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The incidence of ‘blogging’ among online youth is similar to that among other internet users at 30%, while the incidence of ‘online community’ participation is significantly higher at 50%. Within the online youth segment, blogging is marginally more popular among the young adults (30%) as compared to the teenagers (27%). On the other hand, membership of online community is marginally more popular among the teenagers (52%) than among the young adults (49%). Table 7: Relative popularity of blogging and social networking among teenagers and young adults Activity Sample Base

Teenagers

Young Adults

All Youth

All Internet Users

1,533

4,450

5,983

14,253

Involved in a blogging activity (reading, posting)

27%

30%

30%

30%

Member of an online community

52%

49%

50%

41%

Online youth would prefer to use local language content given a choice While 2-in-3 online youth (68%) prefer to read in languages other than English, only 10% visit local language websites. This indicates a need gap in terms of relevant and meaningful vernacular content for the segment. The user-ship of local language websites is even lower among teenagers (7%) compared to the young adults (11%). This ties up with the marginally higher preference for reading in English among teenagers. Table 8: Relative popularity of blogging and social networking among teenagers and young adults Teenagers

Young Adults

All Youth

All Internet Users

Prefer reading in local Indian languages

66%

68%

68%

59%

Use local language websites

7%

10%

10%

12%

Activity

Online youth make a relatively ‘weaker’ online consumer base Incidence of online buying among youth is much lower at 32% compared to 43% among all internet users. Within the online youth segment, the young adults (34%) are better disposed to buy online compared to the teenagers (25%).

18

India Online 2007

Table 9: Online youth as online consumers Teenagers

Young Adults

All Youth

All Internet Users

Online Shoppers (search)

70%

76%

74%

76%

Online Buyers (search & buy)

25%

34%

32%

43%

Clicked a sponsored search ad

33%

33%

33%

37%

Clicked a banner ad

47%

45%

46%

47%

8%

11%

10%

14%

39%

40%

40%

43%

Online Shopping

Response to Online Marketing Stimuli

Clicked a product/service e-mailer Participated in an online contest

Banner ads, online contests and sponsored search ads are relatively more likely to generate a response especially among the young adults. Further, the former two namely banner ads and online contests have gained in popularity over the last year whereas sponsored search ads and product/service e-mailers have lost out.

Yahoo has lost ground, while Google and Orkut have improved their standing among the online youth While Yahoo still leads in terms of overall mind-share, the gap with which it led Google last year has significantly reduced from +20% to only +2% this year. This is on account of a substantial drop in Yahoo’s top-of-mind recall from 40% in 2006 to 30% this year. At the same time, Google and Orkut have both improved their ratings. However, when it comes to actual usage, Google (29%) has already overtaken Yahoo (27%) in the race for the ‘most used’ website among online youth. In the last one year, not only has Orkut emerged as a strong contender in the space of friendship/dating and social networking and communities among online youth, but is also the third most used website among the youth now. In fact among the ‘teenagers’ it is the second most used website (24%) after Yahoo (26%). Table 10: Most popular websites at overall level Most used Website

Usage/Recall Ratio

29.7%

27.2%

0.92

27.8%

28.5%

1.03

Orkut

8.7%

14.9%

1.71

4

Rediff

7.4%

6.4%

0.86

5

Gmail

3.1%

3.5%

1.13

6

Hotmail

0.9%

0.9%

1.00

7

Indiatimes

0.7%

0.6%

0.86

8

WWE

0.7%

0.4%

0.57

9

Santabanta

0.5%

0.4%

0.80

10

Wikipedia

0.5%

1.0%

2.00

Rank

Website

1

Yahoo

2

Google

3

Top of Mind Recall

19

Youth on the net

For the various ‘specific’ online activities, the website leaderships differ by activities. However, in 18 of the 22 activities surveyed, the top website is the same for online youth as it is for the overall net users. The only 5 activities where the leaders differ are - Monster for job search, Yatra for online travel, Shaadi for matrimonial search, Zapak for online gaming and Sharekhan for online share trading. Notably, Yahoo’s standing is relatively better among ‘teenagers’ as compared to the ‘young adults’ across specific online activities. Table 11: Most popular websites among online youth for specific online activities Top Website

% Online Youth Prefer to Use

% All Internet Users Prefer to Use

Info Search – Languages

Google

80%

74%

Info Search – English

Online Activity

Google

75%

75%

Social Networking

Orkut

72%

64%

Instant Messaging

Yahoo

66%

63%

Emailing

Yahoo

60%

53%

Dating / Friendship

Orkut

47%

36%

Online Shopping Online Education Job Search Sports Content Matrimonial Search Online Share Trading Astrology Real Estate Info Online Music Online Games

Ebay

37%

34%

Google

36%

34%

Monster

32%

27%

Espnstarsports

31%

29%

Shaadi

29%

28%

Sharekhaan

28%

22%

Yahoo

27%

22%

Google

23%

17%

Raaga

23%

22%

Zapak

21%

17%

Local language content

Google

21%

12%

Blog Site

Google

21%

21%

Online Travel

Yaatra

19%

16%

Financial News & Info

Google

18%

13%

Online News

Yahoo

17%

14%

Mobile Content

Yahoo

13%

14%

Cinema Content

Yahoo

12%

11%

20

India Online 2007

Some other interesting highlights about online teenagers and young adults are: X

Young adults show a marginally better female representation at 21%.

X

Teenagers come relatively more from 5 -10 lakh population towns (35%) as compared to young adults (30%). On the other hand, young adults come relatively more from the 10 lakh plus population towns (41%).

X

Teenagers come relatively more from the North zone (27%) than the young adults (23%).

X

Expectedly only 7% of online teenagers are employed. On the other hand, only 41% of young adults are employed.

X

However, almost 1 out of 5 online youth (19%) is the ‘chief wage earner’ of his/her households.

X

Online youth come significantly more from ‘IT/Software’ functional backgrounds at 27% (against only 18% for all internet users).

X

At 51% online youth come significantly more from the below Rs.10,000 monthly family income households (only 38% of all internet users come from such households).

X

Teenagers are relatively ‘lighter’ users of internet from home. Only 22% of them qualify as ‘heavy’ users of net from home (2 hours plus usage per day) compared to 27% of young adults.

X

Young adults are the noticeably ‘heavier’ users of the net compared to the teenagers both during the weekdays and the weekends.

X

Online youth (especially teenagers) are relatively ‘heavier’ users of TV and radio but relatively ‘lighter’ users of newspapers as compared to the overall net users.

X

Among the various online activities, the ones that teenagers undertake relatively more (than young adults) are – share pictures, play online games, check cinema content/download movies, search hobby related info and download wallpapers/screensavers.

X

The online communities which are relatively more popular among the teenagers (vis-à-vis the young adults) are – alumni & schools, games, science & history, fashion & beauty, recreation & sports and pets & animals.

X

Teenagers who check local language content on the net do so significantly more using Yahoo (23% as compared to only 8% for young adults).

21

Youth on the net

X

Teenagers complain relatively less about junk mail/spam (32%) and unsolicited ads/pop-ups (34%) than the young adults (44% and 41% respectively). They also worry less about (and therefore more vulnerable to) virus and spyware.

X

Orkut has a significantly higher top of mind recall among online teenagers (15%) than among young adults (6%). Teenagers also use Orkut significantly more at 24% (compared to 12% by young adults).

X

For various specific online activities, Yahoo is the most popular website among teenagers for 10 activities (Google only for 3). On the other hand, among young adults Google leads for 9 activities (Yahoo only for 3).

So clearly, while Yahoo is a more popular website among online teenagers Google comes out as a more popular website among young adults. Table 12: Most popular websites among teenagers vis-à-vis young adults for specific online activities Online Activity

Online Teenagers

Online Young Adults

Top Website

% Prefer to Use

Top Website

% Prefer to Use

Info Search – Local Languages

Google

87%

Google

79%

Info Search – English

Google

72%

Google

76%

Social Networking

Orkut

68%

Orkut

74%

Instant Messaging

Yahoo

69%

Yahoo

65%

Emailing

Yahoo

64%

Yahoo

59%

Dating / Friendship

Orkut

47%

Orkut

47%

Ebay

40%

Ebay

36%

Google

30%

Google

38%

Online Shopping Online Education Job Search Sports Content Matrimonial Search

Monster

34%

Monster/Naukri

31%

Espnstarsports

33%

Espnstarsports

31%

Shaadi*

29%

Shaadi*

29%

Sharekhan

22%

Sharekhan

29%

Astrology

Yahoo

40%

Astrology/Yahoo

23%

Real Estate Info

Yahoo

25%

Google

23%

Online Music

Raaga

22%

Raaga

24%

Online Games

Zapak

25%

Zapak

20%

Local language content

Yahoo

23%

Google

21%

Blog Site

Yahoo

22%

Google

27%

Online Travel

Yaatra

26%

Yaatra

18%

Financial News & Info

Yahoo

24%

Google

18%

Online News

Yahoo

20%

Yahoo

17%

Mobile Content

Yahoo

23%

Google

13%

Cinema Content

Yahoo

21%

Google

10%

Online Share Trading

* Regional websites of Bharatmatrimony were not included with the parent brand.

22

India Online 2007

Detailed Findings

23

Youth on the net

Reading the Graphs & Tables Chart: Age group distribution Age 13-18 years Age 25-35 years Age 46-55 years 36% 31%

Current Year 40%

20%

Age 19-24 years Age 36-45 years Above Age 55 years

13%

11%

6% 2%

Current year base

0% All Users

Base: 25,060

Same series color as the current year graph, showing an increase of 5% in the proportion of 13 to 18 years age group

Change from previous year

Change from PY 10% 5%

5%

1%

2%

1%

0% -5% -10%

-5%

-4%

Base: 25,060(CY), 20,268(PY)

Current year base

Previous year base

24

India Online 2007

Table: Preferred websites - emailing Website Yahoo % Change

Fields marked with * means that the field is added this year hence not comparable to last year

Young Adults

All Youth

All Users

64%

59%

60%

53%

3%

14%

13%

16%

Gmail

17%

22%

20%

20%

% Change

11%

9%

9%

8%

Rediff % Change

12%

14%

14%

18%

-9.5%

-7.8%

-8.2%

-5.9%

Hotmail

5%

3%

4%

6%

% Change

2%

-4.7%

-3.5%

-5.7%

0.8%

0.8%

0.8%

1%

% Change

-0.1%

-3.1%

-2.7%

-2.5%

Indiatimes

0.5%

0.8%

0.7%

0.9%

% Change

-4.8%

-7.1%

-6.8%

-8.9%

Sancharnet/BSNL* % Change

0.3%

0.4%

0.4%

0.7%

VSNL

0.2%

0.1%

0.2%

0.5%

-0.4%

-0.1%

-0.1%

-0.5%

0.1%

0.1%

0.1%

0.1%

Lycos

0.0%

0.0%

0.0%

0.2%

% Change

0.0%

0.0%

0.0%

0.2%

Sify

A blank in this row means that this attribute was not included in last year’s survey & therefore no “change over previous year” can be presented

Teenagers

% Change AOL* % Change

Current year figures

Change from previous year figures

Base: 9,404(CY), 6,100(PY)

Current year base

Previous year base

25

Youth on the net

Demographic Profile Chart 4: Gender breakup Male

Current Year 100%

81%

Female 82%

80%

80%

80% 60% 40%

21%

19%

20%

20%

18%

All Youth

All Users

0% Teenagers

Young Adults

Base: 10,448

Chart 1: Gender breakup Change from PY 20%

17%

10%

8%

6%

6%

0% -10% -20%

-6%

-8%

-6%

-17%

Base: 10,448(CY), 6,601(PY)

26

India Online 2007

Chart 5: Age group distribution Current Year

Age 13-18 years

80%

Age 19-24 years

74%

60% 40%

31%

26% 20%

11%

0% All Youth

All Users

Base: 10,448

Chart 2: Age group distribution Change from PY 15% 10% 5%

11% 5%

0% -5% -10% -15%

-5% -11%

Base: 10,448(CY), 6,601(PY)

27

Youth on the net

Chart 6: City class - by population size Upto 1 Lakh

Current Year

1-5 Lakhs

5-10 Lakhs

Above 10 Lakhs

60%

40%

20%

35%

41%

38%

14% 14%

30% 16% 14%

45%

40% 31% 15% 14%

29% 15% 12%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

28

India Online 2007

Chart 7: City class - by market size Metro

Current Year 40% 30% 20%

35%

Urban uptowns 36%

34%

28% 18% 19%

Emerging Towns 36%

32%

16% 14%

Others

37% 33%

17% 15%

16% 14%

All Youth

All Users

10% 0% Teenagers

Young Adults

Base: 10,448

Chart 3: City class - by market size Change from PY 20%

20%

14%

19%

17%

10% -1%

0% -10%

-1% -1%

-4% -9%

-7%

-20%

-12%

-8%

-4% -11%

-2% -11%

Base: 10,448(CY), 6,601(PY)

29

Youth on the net

Table 13: Top 10 cities Cities

Teenagers

Young Adults

All Youth

All Users

12%

11%

11%

12%

-0.7%

-1.4%

-3.4%

-3.3%

7%

8%

8%

10%

% Change

-2.2%

-2.7%

-5.2%

-5.0%

Bangalore

4%

6%

6%

6%

% Change

-1.5%

-3.0%

-4.4%

-3.0%

Delhi % Change Mumbai

Hyderabad

4%

5%

5%

5%

% Change

-2.3%

-0.8%

-2.1%

-1.5%

Chennai % Change Kolkata % Change Pune % Change Ahmadabad % Change Lucknow % Change Coimbatore % Change

3%

3%

3%

4%

0.1%

-1.9%

-2.0%

-1.4%

2%

2%

2%

3%

0.7%

0.2%

-1.5%

-2.2%

2%

2%

2%

3%

-0.9%

-0.6%

-2.0%

-1.4%

1%

2%

2%

2%

0.6%

0.6%

-0.1%

-0.6%

1%

1%

1%

1%

-1.8%

-1.5%

-0.2%

-0.2%

1%

0.9%

1%

0.9%

-0.4%

-1.2%

-0.8%

-0.4%

Base: 10,448(CY), 6,601(PY)

30

India Online 2007

Chart 8: Region-wise break-ups North

Current Year

East

South

West

50% 42%

40% 30% 20%

41%

36% 27%

23%

25%

23%

14%

26%

22% 12%

11%

10%

10%

25%

24%

40%

0% Teenagers

Young Adults

All Youth

All Users

6%

6% 6%

Base: 10,448

Chart 4: Region-wise break-ups Change from PY 10%

7%

6% 6%

3%

5%

2%

0%

0%

5% 2%

1%

-5% -10% -15%

-11%

-13%

-12%

-13%

Base: 10,448(CY), 6,601(PY)

31

Youth on the net

Table 14: Preferred language of reading Language

Teenagers

Young Adults

All Youth

All Users

34%

32%

32%

41%

-34.6%

-31.6%

-31.8%

-18.3%

23%

23%

23%

19%

% Change

7%

6%

6%

0.7%

Tamil

7%

7%

7%

6%

% Change

5%

4%

4%

3%

Telugu

5%

8%

7%

6%

% Change

5%

8%

5%

4%

Malayalam

6%

4%

5%

4%

% Change

6%

4%

1%

0.4%

Marathi

4%

5%

4%

5%

% Change

1%

1%

1%

1%

Gujarati

4%

4%

4%

4%

% Change

3%

3%

3%

2%

Kannada

2%

4%

4%

4%

% Change

2%

4%

2%

2%

Oriya

3%

3%

3%

3%

% Change

2%

2%

2%

2%

Bengali

2%

3%

3%

3%

% Change

2%

2%

2%

2%

English % Change Hindi

Base: 10,448(CY), 6,601(PY)

32

India Online 2007

Socio-Economic Profile Chart 9: Socio economic classification SEC A

Current Year

SEC B

SEC C

SEC D

SEC E

40% 30% 27%

30% 24% 22% 22% 20%

32%

29% 26%

24%

20% 16%

17%

13%

23% 14%

13%

9%

7%

3% 0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 5: Socio economic classification Change from PY 30% 20% 10%

21% 16% 9%

0%

0%

-10% -20%

-20% -26% -30%

2%

-11%

7%

11% 3%

2% -5%

6%

7% 0%

2%

-5% -5%

-14%

Base: 10,448(CY), 6,601(PY)

33

Youth on the net

Chart 10: Highest educational qualification Up to SSC/HSC College but not Graduate Graduate & above - general stream Graduate & above - professional stream

Current Year 60%

56%

40%

36%

33%

30%

26%

20% 3% 5%

39%

34% 23%

23% 21%

23%

25%

13%

11%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 6: Highest educational qualification Change from PY 8% 6% 4% 2% 0% -2% -4% -6%

4% 1% 1%

6%

4%

2% 0%

4%

4%

5%

0% -1% -2%

-3% -4%

-4%

Base: 10,448(CY), 6,601(PY)

34

India Online 2007

Chart 11: Occupational break up Unemployed

Current Year 100%

Employed

93%

80%

68%

59% 60%

41%

32%

40% 20%

62% 38%

7%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 7: Occupational break up Change from PY 4%

3% 2%

2%

1%

1%

0% -2%

-2%

-4%

-1%

-1% -3%

Base: 10,448(CY), 6,601(PY)

35

Youth on the net

Chart 12: Function / field of occupation IT/SW

Current Year

MARCOM

Finance

Others

58%

60%

54% 47%

46%

45% 27%

30% 18% 17% 15%

27%

8%

19% 18%

19%

19% 8%

10%

8%

0% Teenagers

Young Adults

All Youth

All Users

Base: 3,190

Chart 8: Function / field of occupation Change from PY 20% 11%

10% 0%

6%

-2%

-10% -20%

5%

1%

6% 0%

-1% -3%

0%

3% 1%

0%

0%

-3%

-18%

Base: 3,190(CY), 5,010(PY)

36

India Online 2007

Chart 13: Head of the household Current Year Head of the household 100%

Not head of the household

96%

81%

76%

80% 60%

47%

40% 20%

24%

53%

19%

4%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 9: Head of the household Change from PY 30% 10% 0% -10%

23%

18%

20%

14%

2% -2%

-20% -30%

-18%

-14% -23%

Base: 10,448(CY), 6,601(PY)

37

Youth on the net

Economic Profile Chart 14: Monthly family income Upto Rs. 10K

Current Year

10-30K

60%

40%

Above 50K

51%

52%

47%

30-50K

39% 32%

31%

32%

14%

20%

38%

10%

7%

6%

6%

13% 10%

11%

0% Teenagers

Young Adults

All Youth

All Users

Base: 7,681

Chart 10: Monthly family income Change from PY 10% 5%

7% 3%

3% 1%

0% -5% -10%

-6%

5%

4% 2% 1%

5%

5% 4%

-4%

-15%

-8%

-8% -13%

-20%

Base: 7,681(CY), 6,601(PY)

38

India Online 2007

Chart 15: Most expensive vehicle owned by the household 2 Wheeler

Current Year 50% 40%

4 Wheeler

Others

Don't own a vehicle 44%

42%

45% 35% 32%

30%

28% 23%

18%

20%

15%

21%

23%

20%

19%

14%

12%

9%

10% 0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 11: Most expensive vehicle owned by the household Change from PY 20% 10%

10%

6%

1%

3%

8%

5%

9% 0%

0% -10%

-3%

5%

5%

-1% -12%

-20%

-12%

-13%

-10%

Base: 10,448(CY), 6,601(PY)

39

Youth on the net

Chart 16: Ownership of credit cards (individually) Don't own a credit card

Current Year 100%

87%

Own a Credit Card 84%

83%

80%

67%

60% 34%

40% 17%

13%

20%

16%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 12: Ownership of credit cards (individually) Change from PY 10% 5% 0%

7% 2%

1% -1%

-5% -10%

2% -2%

-1% -7%

Base: 10,448(CY), 6,601(PY)

40

India Online 2007

Table 15: Household asset ownership Asset

Teenagers

Young Adults

Color TV

All Youth

All Users 92%

91%

90%

90%

-1.0%

1%

0.8%

3%

88%

88%

88%

90%

5%

5%

5%

5%

Bank Account

72%

76%

75%

82%

% Change

72%

76%

75%

82%

Fridge

78%

67%

70%

75%

5%

2%

3%

4%

% Change Mobile Phone % Change

% Change Cable TV connection/DTH

71%

67%

68%

72%

-5.1%

-7.6%

-6.9%

-4.6%

Computer/Laptop

70%

65%

66%

67%

% Change

11%

20%

19%

18%

% Change

Home

68%

61%

63%

58%

-4.4%

-10.3%

-8.8%

-10.0%

Camera

67%

60%

62%

64%

% Change

36%

41%

62%

64%

Landline Phone

67%

58%

61%

62%

% Change

% Change

-2.9%

-3.1%

-2.2%

-1.9%

Music System/DVD/MP3

61%

51%

54%

55%

% Change

61%

51%

54%

55%

Washing Machine

60%

48%

51%

57%

% Change

1%

-0.1%

1%

2%

52%

50%

50%

61%

% Change

3%

0.1%

0.6%

1%

Debit Card

33%

45%

42%

52%

Life Insurance

% Change

9%

8%

6%

7%

Fixed Deposits

39%

30%

32%

34%

% Change

39%

30%

32%

34%

Medical Insurance/CGHS

29%

25%

26%

33%

% Change

4%

4%

4%

3%

Credit Card

29%

22%

24%

35%

% Change Air Conditioner % Change

8%

6%

7%

8%

29%

20%

22%

25%

5%

6%

7%

5%

Video Camera

24%

19%

20%

20%

% Change

24%

19%

20%

20%

Microwave

26%

17%

20%

24%

% Change

5%

4%

5%

5%

Mutual Funds

20%

14%

16%

22%

% Change

0.7%

-1.0%

-0.2%

-1.2%

Share of Companies

17%

13%

14%

20%

% Change

17%

13%

14%

20%

IPod

14%

12%

13%

10%

% Change

14%

12%

13%

10%

Demat Account

14%

12%

13%

21%

% Change

14%

12%

13%

21%

Chit Fund Deposits % Change

10%

6%

7%

7%

-20.4%

-16.3%

-16.5%

-19.9%

Base: 10,448(CY), 6,601(PY)

41

Youth on the net

Chart 17: Current loan liabilities Current Year 60%

Home Loan Education Loan

49%

Personal Loan Two - wheeler Loan 47%

47%

45%

40%

20%

15% 13% 12%

16% 15%

13%

15%

20% 14%

13%

9%

13%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

42

India Online 2007

Net Usage Status Chart 18: Years of experience in using internet Up to 1 year

Current Year

1-2 years

More than 2 years

80% 63% 54%

60%

51%

41% 40%

36% 23%

27%

20%

29%

19%

20%

20%

16%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 13: Years of experience in using internet Change from PY 20% 9%

10% 1%

0% -10%

2%

1% 2%

2% -4%

0% 1% -3%

-2%

-10%

-20%

Base: 10,448(CY), 6,601(PY)

43

Youth on the net

Chart 19: Place of accessing internet Home Place of work (office / school / college) Cyber cafe In transit (while traveling) 78% 75% 70% 59% 58% 60% 54% 53% 47%

Current Year

80%

67% 56% 50%

60% 40% 20%

4%

5%

6%

4%

0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 14: Place of accessing internet Change from PY 30%

25%

22%

20%

20% 10% 0%

5%

4%

0%

-10%

19%

0% -2%

13%

12%

12%

0%

1%

3%

-2%

Base: 10,448(CY), 6,601(PY)

44

India Online 2007

Chart 20: Type of internet connection at home Current Year

Regular Dial Up

Broadband

Others

80% 65%

64%

Don't Know 68%

65%

60% 40% 20%

20% 8% 9%

14%

12%

9%

16%

11%

9%

16%

10%

7%

0% Teenagers

Young Adults

All Youth

All Users

Base: 6,313

Chart 15: Type of internet connection at home Change from PY 20% 15%

16%

14%

14%

10% 1%

0% -10%

-6%

-1%

0% -4%

-8%

-12%

-1%

-4% -10%

-3%

-11%

-20%

Base: 6,313(CY), 4,483(PY)

45

Youth on the net

Chart 21: Type of internet connection at office Regular Dial Up

Current Year 70% 55% 60%

Broadband

56%

Others

Don't Know 61%

56%

50% 40%

28%

30% 20% 10%

8%

12%

7%

8%

26%

26%

11%

7%

19% 13%

7%

0% Teenagers

Young Adults

All Youth

All Users

Base: 7,447

Chart 16: Type of internet connection at office Change from PY 15%

12%

10%

8% 2%

5%

7%

2%

1%

3%

0% -5% -10%

-7%

-7%

-5%

-4%

-5%

4%

-1%

-3% -6%

Base: 7,447(CY), 3,714(PY)

46

India Online 2007

Chart 22: Service provider subscribed to at home BSNL/Sancharnet VSNL / Tata

Current Year 50% 40%

Airtel/Bharti Local Cable Operator

39%

35%

34%

35%

30%

8%

10%

19%

20%

17%

20%

9% 8%

6%

17% 10% 8%

9% 7%

0% Teenagers

Young Adults

All Youth

All Users

Base: 6,313

Chart 17: Service provider subscribed to at home Change from PY 3% 4% 2%

0%

2%

1%

3%

2%

2%

0% -2% -4%

-1%

-2%

-2%

-2%

-6% -8%

-3%

-3% -6%

-6%

-7%

Base: 6,313(CY), 4,581(PY)

47

Youth on the net

Chart 23: Service provider subscribed to at office Current Year

BSNL/Sancharnet

Airtel/Bharti

VSNL / Tata

Sify

40% 30%

20%

16% 10%

7%

8%

28%

25%

24%

15% 11%

14% 8% 6%

9% 5%

5%

0% Teenagers

Young Adults

All Youth

All Users

Base: 7,447

Chart 18: Service provider subscribed to at office Change from PY 3% 4% 2%

0%

2%

1%

3%

2%

2%

0% -2% -4%

-1%

-2%

-2%

-2%

-6% -8%

-3%

-3% -6%

-6%

-7%

Base: 7,447(CY), 3,742(PY)

48

India Online 2007

Net Usage Dynamics Chart 24: Frequency of accessing internet from home At least once daily Less than once a week

Current Year

Weekly, but not daily

100% 80%

84%

79%

84%

82%

60% 40% 20%

18%

14% 3%

0%

Teenagers

14%

15% 3%

Young Adults

2%

3% All Youth

All Users

Base: 5,977

Chart 19: Frequency of accessing internet from home Change from PY 17% 20%

12%

12%

10%

9%

0% -2% -10% -20%

-15%

-10%

-1%

-2%

-1% -11%

-8%

Base: 5,977(CY), 4,704(PY)

49

Youth on the net

Chart 25: Frequency of accessing internet from office At least once daily Less than once a week

Current Year

Weekly, but not daily

100% 80%

80%

86%

78%

71%

60% 40%

25%

18%

16%

20%

4%

5%

11% 4%

3%

0% Teenagers

Young Adults

All Youth

All Users

Base: 6,240

Chart 20: Frequency of accessing internet from office Change from PY 15% 12% 10%

-5%

-3% -8%

-5%

2%

0%

0%

0%

-10%

5%

5%

5%

0%

-2% -5%

Base: 6,240(CY), 3,489(PY)

50

India Online 2007

Chart 26: Time of the day accessing internet from home Midnight to 9.00 AM 6.00 PM - 12.00 Midnight

Current Year 60%

9.00 AM-6.00 PM Throughout the Day

52%

54%

49%

43% 40%

34%

20%

8%

6%

24%

19%

21%

18%

19%

20%

18%

9%

8%

0% Teenagers

Young Adults

All Youth

All Users

Base: 5,798

Chart 21: Time of the day accessing internet from home Change from PY 10% 5% 0%

7%

6% 3%

1%

3%

3%

5% 2%

3%

4% 2%

2%

-5% -10% -15%

-11%

-12%

-10%

-7%

Base: 5,798(CY), 4,558(PY)

51

Youth on the net

Chart 27: Time of the day accessing internet from office Midnight to 9.00 AM 6.00 PM - 12.00 Midnight

Current Year 80% 63%

59%

58%

60%

9.00 AM-6.00 PM Throughout the Day

55%

40% 15% 17%

20% 0%

24% 14% 5%

5%

5% Teenagers

Young Adults

29%

22% 14%

12% 4%

All Youth

All Users

Base: 6,245

Chart 22: Time of the day accessing internet from office Change from PY 10%

9%

5%

2% 2%

0%

2%

3%

2%

0%

0%

0% 0%

-5%

-4%-3% -2%

-5%

-4%

-3%

-10%

Base: 6,245(CY), 3,547(PY)

52

India Online 2007

Chart 28: Duration of PC usage from home Current Year 80%

Light users

66%

Medium users

Heavy users

67%

63%

61%

60% 40% 25%

24%

20%

25%

10%

14%

Teenagers

Young Adults

22% 13%

12%

0% All Youth

All Users

Base: 6,370

Chart 23: Duration of PC usage from home Change from PY 4% 3% 2%

2%

1%

1%

2%

1%

2%

1%

0% -2%

-2%

-4% -6%

-3%

-2%

-5%

Base: 6,370(CY), 5,177(PY)

53

Youth on the net

Chart 29: Duration of internet usage from home Current Year

Light users

Medium users

Heavy users

60% 44% 40%

34%

43%

39%

37% 36%

35%

36%

22%

27%

Teenagers

Young Adults

26% 22%

20%

0% All Youth

All Users

Base: 5,945

Chart 24: Duration of internet usage from home Change from PY 10% 5% 0% -5%

8%

6%

5%

3% -2% 0%

-2% -6%

-2% -4%

-3% -2%

-10% Base: 5,945(CY), 4,617(PY)

54

India Online 2007

Chart 30: Duration of PC usage from office Current Year

Light users

Medium users

Heavy users

80% 60%

60% 45% 41%

36%

40%

47%

40% 31%

20%

20%

20%

22%

19%

20%

Young Adults

All Youth

0% Teenagers

All Users

Base: 6,341

Chart 25: Duration of PC usage from office Change from PY 8% 5% 6% 4% 2% 0% -2% -4%

6% 3%

2% 0%

1% 0%

-3%

-2%

-6%

-3% -5%

-3%

Base: 6,341(CY), 3,678(PY)

55

Youth on the net

Chart 31: Duration of internet usage from office Current Year 60%

Light users

Medium users

Heavy users

51%

40% 28%

25% 24%

45%

44%

43% 29%

28%

28%

26% 29%

20%

0% Teenagers

Young Adults

All Youth

All Users

Base: 6,017

Chart 26: Duration of internet usage from office Change from PY 4%

3%

2%

2%

2% 1%

0% -2%

2%

0%

-1% -1%

-1% -2%

-4%

-1% -3%

Base: 6,017(CY), 3,430(PY)

56

India Online 2007

Chart 32: Time spent by internet users on watching TV Light users

Current Year

Medium users

Heavy users

60% 44% 40%

44%

44% 41% 35%

44% 40%

21%

20%

43%

17%

15%

13%

0% Teenagers

Young Adults

All Youth

All Users

Base: 9,123

Chart 27: Time spent by internet users on watching TV Change from PY 9% 10% 5%

5%

4%

5% 0% -5%

-1% -4% -5%

-3%

-1% -4%

-2% -3%

-10%

Base: 9,123(CY), 5,995(PY)

57

Youth on the net

Chart 33: Time spent by internet users on reading newspaper Light users

Current Year 60%

56%

Medium users

Heavy users

52%

51%

46% 41% 37%

40%

36%

33%

20%

12%

12%

14%

12%

0% Teenagers

Young Adults

All Youth

All Users

Base: 9,404

Chart 28: Time spent by internet users on reading newspaper Change from PY 40% 20%

19%

23% 11%

26%

22% 11%

12%

10%

0% -20% -40%

-30%

-34%

-32%

-38%

Base: 9,404(CY), 6,163(PY)

58

India Online 2007

Chart 34: Time spent by internet users on listening to radio Light users

Current Year 80%

Medium users

69%

64%

Heavy users 72%

68%

60% 40% 21% 20%

20%

19% 15%

19% 13%

12%

10%

0% Teenagers

Young Adults

All Youth

All Users

Base: 6,606

Chart 29: Time spent by internet users on listening to radio Change from PY 6%

6%

5% 3%

4%

3%

2%

0%

0% -1%

-2% -4%

0%

-4%

-2%

-6%

-4%

-4%

-3%

Base: 6,606(CY), 4,237(PY)

59

Youth on the net

Preferred Net Activities Table 16: Popularity of various internet activities Activity Emailing

Teenagers

Young Adults

All Youth

All Users

88%

94%

93%

95%

-1.2%

0.7%

-0.8%

0.8%

Chatting

72%

73%

73%

59%

% Change

14%

13%

13%

10%

Job Search

52%

80%

73%

73%

% Change

29%

18%

16%

20%

Music

70%

70%

70%

60%

% Change

12%

19%

18%

12%

Instant messaging

64%

70%

69%

62%

% Change

25%

29%

28%

25%

Online games

65%

61%

62%

54%

% Change

21%

24%

24%

20%

Check Sports

56%

64%

62%

57%

% Change

13%

23%

21%

22%

Dating/Friendship

60%

62%

61%

51%

% Change

25%

28%

27%

25%

Check news

51%

62%

59%

61%

3%

10%

8%

8%

Mobile contents (ring tones / games, etc.)

50%

58%

56%

50%

% Change

23%

25%

23%

22%

E-greetings

49%

58%

56%

57%

-0.9%

-5.2%

-5.5%

0.5%

57%

53%

54%

46%

6%

-0.6%

0.9%

-2.1%

Educational / Learning material

51%

54%

53%

48%

% Change

0.8%

2%

2%

-4.0%

Social networking / Communities*

46%

52%

50%

44%

Share pictures

49%

48%

48%

40%

% Change

14%

7%

8%

7%

Matrimonial search

37%

51%

48%

48%

% Change

34%

36%

34%

33%

Astrology

41%

48%

46%

46%

% Change

11%

15%

14%

12%

Check financial info

30%

46%

41%

45%

% Change

26%

35%

32%

30%

% Change

% Change

% Change Screensavers/wallpapers % Change

% Change

60

India Online 2007

Search work related info*

26%

45%

40%

49%

35%

41%

39%

45%

% Change Search for product information % Change

9%

7%

7%

8%

38%

38%

38%

29%

37%

36%

36%

28%

7%

6%

6%

3%

Check real estate info

28%

37%

35%

37%

% Change

26%

30%

28%

26%

Check hobby related info

35%

33%

33%

32%

% Change

21%

22%

22%

21%

Buy travel products

25%

35%

32%

43%

Movies* % Change Check cinema content % Change

% Change

6%

14%

13%

15%

23%

27%

26%

30%

-9.0%

-4.0%

-5.3%

-2.0%

24%

26%

26%

27%

21%

26%

24%

24%

8%

4%

4%

5%

12%

23%

20%

30%

Business/prof. networking* % Change

12%

22%

20%

26%

Net banking

11%

22%

20%

30%

5%

4%

3%

7%

13%

19%

17%

26%

7%

7%

6%

9%

11%

18%

16%

18%

Check health & lifestyle info % Change Check / read blogs* % Change Look for Seminar/workshops % Change Check business/Financial news* % Change

% Change Check personal travel related % Change Adult content % Change Online bill payment % Change Buy other than travel products*

7%

7%

6%

7%

12%

17%

16%

22%

7%

7%

6%

8%

13%

16%

16%

24%

% Change Net telephony

10%

13%

12%

13%

% Change

4%

3%

3%

3%

Check business travel related

9%

13%

12%

19%

% Change

3%

3%

3%

5%

11%

12%

12%

12%

7%

10%

10%

12%

7%

8%

7%

7%

Online stock trading

5%

8%

7%

13%

% Change

1%

-2.9%

-2.6%

-0.4%

Comment on blog post* % Change Local language website usage* % Change Have a blog site of own* % Change

Base: 5,983

61

Youth on the net

Chart 35: Professional activities Emailing - work related Instant messaging

Current Year

Job Search Search work related info

100% 80%

79%

67%

80%

64%

60%

70%

52%

83%

76%73% 69%

45%

62% 49%

40%

`

40%

73%

26% 20% 0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

Chart 30: Professional activities Change from PY 30%

29%

29%

25% 18%

28% 16%

15%

25% 20% -1%

0% -2% -15%

-10%

-7%

-4%

-7%

-7%

-3%

Base: 5,983(CY), 5,532(PY)

62

India Online 2007

Chart 36: Personal activities Emailing - personal Check Sports

Current Year 100% 80%

80%

87% 56% 60%

60%

89%

85% 73%

72%

Chatting Dating/Friendship

73%

64% 62%

59% 57% 51%

62% 61%

40% 20% 0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

Chart 31: Personal activities Change from PY 30% 20%

25%

23%

14% 13%

13%

28%

27% 22%

21% 13%

25%

10%

10% 0%

1% -2%

-10%

-2%

-3%

Base: 5,983(CY), 5,534(PY)

63

Youth on the net

Chart 37: Downloading activities Music Online games Mobile contents (ring tones/games) Screensavers/wallpapers

Current Year

80%

70%

70% 65%

57% 50%

60%

61% 58%

70% 53%

62% 56%54%

60%

54%

50%

46%

40% 20% 0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

Chart 32: Downloading activities Change from PY 30% 20% 10%

21% 23%

19%

24% 25%

24% 23% 18%

12%

20%

22%

12%

6%

0%

1% -1%

-2%

-10%

Base: 5,983(CY), 5,534(PY)

64

India Online 2007

Chart 38: E-commerce related activities E-greetings Check real estate info

Current Year 60%

Check financial info Book train tickets

59% 51%

40%

58%

57%

46% 38%

31% 29%

46%

42%

26%

29%

24%

18%

20%

37%

35%

0% Teenagers

Young Adults

All Youth

All Users

Base: 5,856

Chart 33: E-commerce related activities Change from PY 50% 30% 10% -10%

36%

27% 27% 1%

31%

33%

10%

9%

30%

29%

27%

9% 1%

-4%

7%

-4%

Base: 5,856(CY), 5,526(PY)

65

Youth on the net

Chart 39: Online shopping Current Year

Buyers

80%

Non-Buyers

75%

68%

66%

57%

60% 43% 34%

40%

32%

25% 20% 0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

Chart 34: Online shopping Change from PY 20% 10%

15%

12% 10%

7%

0% -10%

-7% -12%

-20%

-10% -15%

Base: 5,983(CY), 6,601(PY)

66

India Online 2007

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

Current Year 80%

73%

Comment on blog post None of the above 70%

70%

70%

60% 40% 26%

24% 20%

26%

12%

11% 7%

27%

12% 8%

7%

12%

7%

0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

67

Youth on the net

Chart 41: Member of an online community Not a member of any online community Member of an online community

Current Year

59%

60% 48%

52%

51% 49%

51% 50% 41%

40%

20%

0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

68

India Online 2007

Table 17: Membership by type of online community Type Of Community

Teenager

Young Adults

All Youth

All Users

Not a member of any online

48%

51%

51%

59%

Alumni & Schools

10%

8%

9%

7%

Computers & Internet

6%

7%

7%

5%

Romance & Relationships

5%

7%

6%

5%

Schools & Education

6%

4%

4%

3%

Music

4%

4%

4%

3%

Games

6%

3%

4%

2%

Individuals

3%

2%

2%

2%

2%

2%

2%

2%

0.5%

2%

2%

3%

Arts & Entertainment Business / Professional community

Base: 5,983

69

Youth on the net

Table 18: Most used local language websites (other than English) Language

Teenagers

Young Adults

All Youth

All Users

Hindi

20%

25%

24%

19%

Tamil

18%

15%

16%

19%

Malayalam

27%

13%

15%

15%

Telugu

6%

16%

14%

13%

Marathi

8%

12%

11%

12%

Kannada

7%

5%

5%

6%

Bengali

8%

4%

4%

6%

Gujarati

4%

2%

2%

3%

Konkani

0.0%

2%

2%

0.8%

Urdu

0.7%

1%

1%

0.7%

Base: 479

70

India Online 2007

Table 19: Online activities desired in other languages Activity

Teenagers

Young Adults

All Youth

All Users

Email

61%

65%

64%

61%

Chatting

57%

56%

56%

46%

Entertainment

57%

51%

52%

45%

Search information

33%

34%

33%

33%

Online learning / education

35%

33%

33%

31%

Online news

29%

30%

29%

31%

Astrology

21%

24%

23%

23%

Online shopping

14%

16%

16%

18%

Travel related information

12%

13%

13%

16%

9%

14%

13%

13%

Blog

11%

12%

12%

12%

Not Interested

17%

18%

18%

21%

Matrimony

Base: 5,983

71

Youth on the net

Chart 42: Problems faced while surfing the internet Slow website opening Spam / junk mails

Current Year

Virus / spyware

80% 63%

67% 60%

49%

39% 40%

64% 44%

32%

62% 49% 49%

47% 41%

20% 0% Teenagers

Young Adults

All Youth

All Users

Base: 5,983

72

India Online 2007

Table 20: Preferred websites - emailing Website Yahoo % Change

Teenagers

Young Adults

All Youth

All Users

64%

59%

60%

53%

3%

14%

13%

16%

Gmail

17%

22%

20%

20%

% Change

11%

9%

9%

8%

Rediff

12%

14%

14%

18%

-9.5%

-7.8%

-8.2%

-5.9%

% Change Hotmail

5%

3%

4%

6%

% Change

2%

-4.7%

-3.5%

-5.7%

Sify

0.8%

0.8%

0.8%

1%

% Change

-0.1%

-3.1%

-2.7%

-2.5%

Indiatimes

0.5%

0.8%

0.7%

0.9%

% Change

-4.8%

-7.1%

-6.8%

-8.9%

0.3%

0.4%

0.4%

0.7%

0.2%

0.1%

0.2%

0.5%

-0.4%

-0.1%

-0.1%

-0.5%

0.1%

0.1%

0.1%

0.1%

Lycos

0.0%

0.0%

0.0%

0.2%

% Change

0.0%

0.0%

0.0%

0.2%

Sancharnet/BSNL* % Change VSNL % Change AOL* % Change

Base: 10,448(CY), 6,601(PY)

73

Youth on the net

Chart 43: Multiple user shares of email websites Yahoo

Current Year 100%

Gmail

93%

92%

92%

80%

69%

60%

51%

Rediff 89% 64%

56%

47%

59% 54%

57%

40% 20% 0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 35: Multiple user shares of email websites Change from PY 40% 30%

29%

27%

25%

20% 2%

4%

3%

0%

5%

3% -2%

0%

-2%

-20%

Base: 10,448(CY), 6,601(PY)

74

India Online 2007

Chart 44: Number of email accounts and average per capita email ids Current Year 40%

1 email id

2 email ids

32%

31%

30% 20%

28%

26% 21%

3 email ids

28%

28% 27%

21% 15%

14%

11% 10% 0% Teenagers

Young Adults

All Youth

All Users

Base: 10,448

Chart 36: Number of email accounts and average per capita email ids Change from PY 10% 4% 5%

4%

7%

8%

3%

4%

5%

0% -10% -20% -30%

-25%

-23%

-22%

-19%

Base: 10,448(CY), 6,601(PY)

75

Youth on the net

Most Used Websites Table 21: Top of mind unaided recall - all websites Website Yahoo % Change Google % Change

Teenagers

Young Adults

All Youth

All Users

27%

31%

30%

30%

-17.1%

-9.5%

-11.1%

-5.2%

24%

29%

28%

27%

9%

6%

6%

7%

Orkut

15%

6%

9%

5%

% Change

15%

6%

8%

4%

Rediff

6%

8%

7%

12%

-3.7%

-4.9%

-4.9%

-3.0%

1%

4%

3%

3%

0.3%

1%

0.9%

2%

% Change

-0.9%

-1.9%

-1.8%

-3.0%

Indiatimes

0.6%

0.7%

0.7%

1%

% Change

% Change Gmail* % Change Hotmail

-2.6%

-3.7%

-3.5%

-4.3%

WWE

2%

0.4%

0.7%

0.3%

% Change

1%

0.4%

0.6%

0.3%

Freshersworld

0.0%

0.6%

0.5%

0.2%

% Change

0.0%

0.1%

0.1%

0.0%

Santabanta

0.5%

0.5%

0.5%

0.3%

% Change

-0.5%

0.4%

0.3%

0.1%

Base: 10,144(CY), 6,568(PY)

76

India Online 2007

Table 22: Most used website - all websites Website

Teenagers

Young Adults

All Youth

All Users

Google

23%

31%

29%

29%

Yahoo

26%

28%

27%

27%

Orkut

24%

12%

15%

8%

Rediff

5%

7%

6%

11%

Gmail

2%

4%

4%

4%

Wikipedia

0.3%

1%

1%

0.6%

Hotmail

0.6%

1%

0.9%

2%

Sify

0.1%

0.8%

0.6%

0.5%

Indiatimes

0.2%

0.6%

0.5%

0.9%

Naukri

0.0%

0.5%

0.4%

0.5%

Base: 5,927

77

Youth on the net

Table 23: Info search (English) Website

Teenagers

Young Adults

All Youth

All Users

Google

72%

76%

75%

75%

Yahoo

16%

7%

9%

10%

English

2%

4%

4%

3%

Wikipedia

1%

2%

2%

1%

Rediff

2%

2%

2%

2%

Dictionary

0.2%

1%

0.8%

1%

Indiatimes

0.3%

0.7%

0.6%

0.5%

MSN

0.3%

0.6%

0.5%

1%

Altavista

0.8%

0.4%

0.5%

0.3%

Timesofindia

0.0%

0.4%

0.3%

0.3%

Base: 3,318

78

India Online 2007

Table 24: Info search (local language) Website Google Guruji

Teenagers

Young Adults

All Youth

All Users

87%

79%

81%

74%

1%

3%

2%

2%

Eenadu

0.9%

0.9%

0.9%

1%

Webulagam

0.2%

0.9%

0.7%

0.8%

Webduniya

0.0%

0.9%

0.7%

1%

Manoramaonline

0.9%

0.7%

0.7%

2%

Khoj

0.0%

0.6%

0.5%

1%

Kerala

0.0%

0.5%

0.4%

1%

Jagran

0.4%

0.2%

0.3%

0.5%

Chennaionline

0.0%

0.3%

0.3%

0.6%

Base: 1,791

79

Youth on the net

Table 25: Job search Website

Teenagers

Young Adults

All Youth

All Users

Monster

34%

31%

32%

27%

% Change

10%

12%

12%

8%

Naukri

19%

31%

29%

37%

% Change

-24.7%

-18.6%

-20.0%

-12.5%

Timesjobs

12%

15%

14%

14%

% Change

5%

8%

7%

7%

Google

12%

6%

7%

5%

% Change

10%

3%

4%

3%

Yahoo

4%

2%

2%

3%

% Change

3%

-1.4%

-0.7%

0.3%

0.1%

3%

2%

2%

% Change

-0.7%

1%

1%

0.3%

Indiatimes

1%

2%

2%

1%

% Change

Freshersworld

0.0%

0.8%

0.7%

-0.3%

Jobs

3%

1%

1%

1%

% Change

2%

0.5%

0.8%

0.3%

Jobsearch

0.1%

1%

1%

0.6%

% Change

-0.6%

0.9%

0.6%

0.2%

Rediff % Change

1%

0.9%

0.9%

2%

-0.9%

-3.2%

-2.9%

-2.1%

Base: 4,312(CY), 4,136(PY)

80

India Online 2007

Table 26: Booking travel tickets Website Yatra*

Teenagers

Young Adults

All Youth

All Users

26%

18%

19%

16%

13%

14%

13%

11%

% Change Google % Change

3%

9%

8%

6%

Makemytrip

13%

12%

12%

17%

% Change

8%

3%

4%

7%

IRCTC % Change

4%

13%

11%

15%

-36.6%

-26.1%

-28.2%

-22.8%

Yahoo

16%

9%

10%

8%

% Change

10%

0.4%

2%

0.8%

4%

5%

4%

5%

-3.5%

-2.6%

-2.8%

-2.2%

2%

4%

3%

3%

% Change

0.5%

2%

2%

1%

Indiatimes

2%

3%

2%

3%

% Change

-3.6%

-3.8%

-3.8%

-2.8%

Rediff % Change Travel

Airdeccan

1%

2%

2%

2%

% Change

-3.5%

-3.8%

-3.8%

-4.1%

Cleartrip*

0.2%

2%

2%

2%

% Change

Base: 2,618(CY), 2,622(PY)

81

Youth on the net

Table 27: Online shopping (other than travel tickets) Website

Teenagers

Young Adults

All Youth

All Users

Ebay

40%

36%

37%

34%

% Change

10%

-5.5%

-3.0%

-3.5%

Rediff

16%

21%

20%

25%

-0.8%

-4.2%

-4.4%

-4.0%

12%

9%

10%

8%

6%

5%

6%

5%

% Change Google % Change Yahoo

8%

8%

8%

7%

-4.3%

-0.1%

-0.6%

-0.5%

8%

6%

7%

6%

Indiatimes

4%

4%

4%

7%

% Change

-19.5%

-2.4%

-4.6%

-4.3%

2%

2%

2%

2%

% Change

0.1%

1%

0.9%

0.6%

Sify

0.9%

2%

2%

2%

% Change

0.1%

-0.1%

-0.1%

0.4%

0.5%

2%

2%

1%

-0.9%

1%

1%

0.6%

% Change Futurebazaar* % Change

Shopping

Onlineshopping % Change Amazon

0.0%

2%

1%

0.9%

% Change

0.0%

0.6%

0.4%

0.3%

Base: 2,883(CY), 2,614(PY)

82

India Online 2007

Table 28: Online news Website Yahoo % Change Google % Change NDTV % Change Rediff % Change

Teenagers

Young Adults

All Youth

All Users

20%

17%

17%

14%

5%

5%

5%

4%

12%

11%

11%

9%

5%

3%

3%

3%

12%

8%

9%

12%

3%

-0.8%

0.0%

-0.7%

5%

8%

7%

10%

-4.0%

0.3%

-0.7%

-2.3%

Indiatimes

4%

8%

7%

7%

% Change

-5.5%

-11.4%

-11.1%

-8.4%

3%

6%

5%

5%

0.4%

0.6%

0.2%

1%

3%

5%

4%

5%

Aajtak % Change BBC % Change

-0.9%

1%

1%

2%

MSN

6%

2%

3%

3%

% Change

5%

-0.3%

0.7%

-2.5%

CNN

2%

4%

3%

3%

% Change

1%

3%

2%

2%

Timesofindia % Change

0.9%

4%

3%

3%

-2.1%

-0.1%

-0.7%

-1.8%

Base: 3,401(CY), 3,624(PY)

83

Youth on the net

Table 29: Financial news & info (rates, quotes, etc.) Website

Teenagers

Young Adults

All Youth

All Users

20%

18%

18%

13%

Google % Change

8%

-1.9%

-0.7%

3%

24%

12%

14%

12%

% Change

5%

1%

2%

1%

Moneycontrol/CNBC

5%

9%

8%

13%

-0.6%

0.3%

-0.2%

0.8%

Yahoo

% Change ICICI Direct/ICICI Bank % Change Rediff

1%

7%

6%

7%

-3.4%

-2.3%

-2.7%

-2.7%

7%

6%

6%

6%

% Change

-1.4%

0.2%

0.1%

-1.8%

Sharekhan

1%

5%

4%

4%

% Change

-0.2%

-0.2%

-0.5%

-0.8%

Indiatimes

3%

3%

3%

4%

% Change

0.2%

-0.3%

-0.3%

-1.3%

3%

3%

3%

4%

0.0%

0.0%

3%

4%

5%

2%

3%

2%

0.5%

3%

3%

3%

-0.6%

2%

1%

0.8%

NDTV/NDTVprofit % Change Stockmarket* % Change Economictimes % Change

Base: 2,364(CY), 1,811(PY)

84

India Online 2007

Table 30: Online share trading Website

Teenagers

Young Adults

All Youth

All Users

22%

29%

28%

22%

ICICI Direct

17%

26%

25%

36%

Indiabulls

0.0%

7%

6%

7%

Religare

2%

5%

5%

4%

Kotaksecurities

6%

4%

4%

4%

NSE

10%

3%

4%

3%

BSE

0.0%

4%

3%

3%

1%

3%

3%

3%

5%

0.4%

1%

1%

0.0%

1%

0.9%

0.5%

Sherkhan

5Paisa Reliancemoney Angeltrade

Base: 312

85

Youth on the net

Table 31: Real estate info Website

Teenagers

Young Adults

All Youth

All Users

Google

23%

23%

23%

17%

Yahoo

25%

14%

16%

14%

Realestates

12%

14%

14%

10%

Magicbricks

11%

13%

12%

14%

99acres

8%

8%

8%

10%

Rediff

5%

5%

5%

7%

Indiatimes

0.6%

2%

2%

2%

Indiaproperty

0.2%

2%

1%

5%

Property

0.3%

1%

1%

3%

Sify

0.6%

1%

1%

1%

Base: 2,044

86

India Online 2007

Table 32: Matrimonial search Website

Teenagers

Young Adults

All Youth

All Users

29%

29%

29%

28%

-16.7%

-10.0%

-11.0%

-4.7%

21%

27%

26%

29%

Google

12%

6%

7%

6%

% Change

12%

6%

7%

5%

Yahoo

Shaadi % Change Bharatmatrimony* % Change

12%

5%

6%

5%

% Change

6%

0.7%

2%

2%

Matrimony*

6%

6%

6%

5%

Jeevansaathi

2%

5%

5%

6%

% Change

2%

5%

4%

5%

Tamilmatrimony*

2%

3%

3%

3%

3%

3%

3%

3%

% Change

% Change Simplymarry* % Change Rediff % Change Telugumatrimony*

1%

3%

3%

3%

-1.6%

-1.6%

-1.6%

-0.4%

3%

1%

2%

1%

% Change

Base: 2,783(CY), 2,690(PY)

87

Youth on the net

Table 33: Dating/friendship search Website

Teenagers

Young Adults

All Youth

All Users

Orkut

47%

47%

47%

36%

% Change

44%

42%

43%

32%

Yahoo

21%

20%

21%

23%

-24.7%

-15.7%

-17.0%

-12.2%

7%

6%

7%

8%

0.7%

1%

1%

3%

% Change Google % Change Rediff % Change Fropper % Change Hi5 % Change Date % Change Tagged*

6%

4%

4%

7%

-0.6%

-6.0%

-4.9%

-4.4%

2%

2%

2%

3%

-0.8%

-4.8%

-4.2%

-3.3%

2%

2%

2%

2%

-0.9%

-2.1%

-1.8%

-2.0%

3%

2%

2%

2%

-7.3%

-0.4%

-1.4%

-1.1%

1%

1%

1%

1%

% Change Friendship

0.8%

1%

1%

0.9%

% Change

-0.6%

0.2%

0.0%

-0.5%

Indiatimes

0.5%

1%

0.9%

2%

% Change

-1.4%

-8.1%

-7.2%

-5.3%

Base: 3,555(CY), 2,406(PY)

88

India Online 2007

Table 34: Social networking/communities Website

Teenagers

Young Adults

All Youth

All Users

68%

74%

72%

64%

Yahoo

17%

10%

12%

16%

Communities

0.9%

1%

1%

1%

Hi5

1%

0.8%

0.9%

0.9%

Myspace

2%

0.2%

0.6%

0.6%

Bharatstudent

0.5%

0.5%

0.5%

0.4%

Tagged

0.3%

0.3%

0.3%

0.4%

MSN

0.3%

0.4%

0.3%

1%

Ryze

0.0%

0.2%

0.1%

0.3%

Linkedin

0.0%

0.2%

0.1%

0.3%

Orkut

Base: 2,664

89

Youth on the net

Table 35: Online gaming Website Zapak*

Teenagers

Young Adults

All Youth

All Users

25%

20%

21%

17%

12%

15%

14%

18%

-14.8%

-15.6%

-15.6%

-13.4%

5%

10%

9%

9%

-1.3%

-3.3%

-3.3%

-0.3%

% Change Yahoo % Change Google % Change Games % Change Miniclip

6%

8%

8%

7%

0.3%

-0.9%

-1.0%

-0.8%

7%

4%

5%

4%

-0.3%

0.8%

0.9%

0.3%

6%

3%

4%

3%

Easports

5%

1%

2%

1%

% Change

2%

-0.5%

0.3%

0.4%

Contest2Win

4%

1%

2%

3%

% Change

4%

0.8%

2%

2%

% Change Indiagames* % Change

Download

2%

2%

2%

1%

% Change

-2.3%

-1.3%

-1.5%

-1.9%

Onlinegames % Change

1%

2%

2%

2%

-0.7%

0.7%

0.3%

0.9%

Base: 3,595(CY), 2,629(PY)

90

India Online 2007

Table 36: Download mobile content Website Yahoo % Change

Teenagers

Young Adults

All Youth

All Users

23%

10%

13%

14%

-10.9%

-8.1%

-7.4%

-8.2%

Google

8%

13%

12%

10%

% Change

2%

-1.7%

-1.7%

0.4%

Rediff

7%

9%

9%

12%

-3.9%

-11.7%

-10.7%

-10.1%

Nokia

6%

8%

8%

9%

% Change

4%

6%

6%

5%

Mobile9*

4%

6%

6%

4%

Indiatimes

5%

5%

5%

7%

% Change

% Change

% Change

-3.4%

-7.6%

-7.0%

-7.2%

Funmaza

5%

4%

4%

3%

% Change

2%

2%

2%

1%

Ringtones

4%

4%

4%

3%

% Change

3%

1%

1%

0.3%

2%

4%

3%

3%

-0.2%

3%

2%

2%

Hutch % Change Mobango

4%

3%

3%

2%

% Change

3%

0.9%

1%

1%

Base: 3,272(CY), 2,475(PY)

91

Youth on the net

Table 37: Preferred instant messaging applications Website

Teenagers

Young Adults

All Youth

All Users

Yahoo

69%

65%

66%

63%

Google Talk

11%

15%

14%

14%

Rediffbol

7%

9%

9%

10%

Orkut

6%

4%

4%

3%

MSN

2%

2%

2%

5%

Meebo

1%

2%

2%

1%

Indiatimes

0.2%

0.5%

0.4%

0.4%

Skype

0.0%

0.1%

0.1%

0.6%

AIM

0.0%

0.2%

0.1%

0.3%

2%

2%

2%

3%

Others

Base: 4,043

92

India Online 2007

Table 38: Download music Website

Teenagers

Young Adults

All Youth

All Users

22%

24%

23%

22%

% Change

8%

4%

4%

5%

Yahoo

9%

9%

9%

10%

-14.3%

-3.3%

-5.1%

-4.2%

10%

7%

8%

7%

5%

-3.6%

-2.0%

0.2%

Raaga

% Change Google % Change Cooltoad % Change Music

5%

5%

5%

5%

-1.3%

0.1%

-2.7%

-1.6%

2%

4%

4%

4%

0.2%

0.7%

0.4%

1%

Mp3

5%

2%

3%

3%

% Change

3%

-1.5%

-0.6%

-0.6%

Musicindiaonline

3%

3%

3%

4%

% Change

2%

-1.5%

-1.3%

-0.3%

Youtube*

3%

2%

2%

2%

% Change

% Change Papuyaar

4%

2%

2%

2%

% Change

3%

0.6%

1%

0.3%

Apniisp % Change

2%

2%

2%

1%

0.5%

0.7%

0.7%

0.1%

Base: 3,977(CY), 3,213(PY)

93

Youth on the net

Table 39: Sports content Website Espnstarsports*

Teenagers

Young Adults

All Youth

All Users

33%

31%

31%

29%

14%

12%

13%

12%

% Change Yahoo % Change

-6.5%

-2.2%

-2.7%

-0.6%

Cricinfo

7%

14%

13%

14%

% Change

3%

9%

8%

5%

Google

9%

8%

9%

8%

% Change

3%

-1.9%

-1.2%

2%

Sports

4%

5%

5%

4%

% Change

2%

3%

3%

1%

Rediff

4%

5%

5%

8%

% Change

-1.1%

-2.5%

-2.4%

-3.7%

WWE

4%

3%

3%

2%

% Change

2%

2%

2%

1%

Indiatimes

3%

3%

3%

3%

% Change

-1.2%

-1.1%

-1.1%

-3.0%

Tensports

5%

2%

3%

2%

% Change

-3.3%

-4.2%

-3.8%

-1.8%

Sify % Change

1%

2%

2%

2%

-11.7%

-0.4%

-2.0%

-1.8%

Base: 3,444(CY), 2,968(PY)

94

India Online 2007

Table 40: Cinema content Website Yahoo % Change

Teenagers

Young Adults

All Youth

All Users

21%

9%

12%

11%

-0.4%

-0.6%

0.8%

-2.0%

Google

8%

10%

9%

9%

% Change

2%

-1.2%

-1.0%

2%

Indiafm

5%

6%

5%

5%

% Change

-3.0%

-2.0%

-2.2%

-1.3%

Bollywood

4%

6%

5%

5%

% Change

2%

-1.2%

-0.9%

0.7%

Santabanta

5%

5%

5%

3%

% Change

1%

0.2%

0.4%

0.3%

PVR Cinemas

3%

5%

4%

5%

% Change

0.2%

0.5%

0.2%

0.5%

Cinema

3%

3%

3%

4%

% Change

2%

-0.7%

-0.4%

-0.2%

Idlebrain

3%

3%

3%

2%

% Change

3%

1%

1%

1%

Movies

4%

3%

3%

3%

% Change

2%

1%

1%

2%

Indiaglitz

4%

2%

3%

2%

% Change

2%

2%

2%

1%

Base: 3,306(CY), 2,449(PY)

95

Youth on the net

Table 41: Most used local language websites (other than English) Website

Teenagers

Young Adults

All Youth

All Users

Google

20%

21%

21%

12%

Yahoo

23%

8%

10%

8%

4%

8%

7%

7%

Webulagam

13%

5%

6%

4%

Webduniya

4%

6%

6%

4%

Marathiworld

1%

5%

4%

4%

Malayalamanorama

Eeandu

4%

3%

3%

7%

0.2%

3%

3%

3%

Thinamalar

2%

3%

3%

5%

Rediff

2%

2%

2%

3%

Esakal

Base: 479

96

India Online 2007

Table 42: Preferred blog sites Website

Teenagers

Young Adults

All Youth

All Users

Google

20%

27%

25%

21%

Yahoo

22%

18%

19%

18%

9%

12%

12%

10%

Blogger

10%

10%

10%

11%

Blogspot

4%

9%

8%

11%

Rediff

2%

8%

7%

10%

16%

0.7%

4%

2%

7%

2%

3%

2%

0.1%

4%

3%

2%

3%

1%

2%

1%

Ibibo

Tagged Hi5 Debonairblog Mylot

Base: 824

97

Youth on the net

Table 43: Preferred astrology website Website

Teenagers

Young Adults

All Youth

All Users

Yahoo

40%

23%

27%

22%

Astrology

18%

23%

22%

19%

Google

11%

16%

15%

11%

Rediff

4%

6%

6%

9%

Indiatimes astrospeak

4%

6%

6%

8%

Horoscope

3%

3%

3%

2%

Sarafreder

0.3%

3%

3%

3%

2%

2%

2%

3%

0.7%

2%

2%

3%

2%

0.8%

1%

2%

MSN Sify Astrolife

Base: 2,720

98

India Online 2007

Table 44: Preferred online learning / education website Website

Teenagers

Young Adults

All Youth

All Users

Google

30%

38%

36%

34%

Yahoo

14%

8%

9%

10%

Wikipedia

6%

8%

7%

6%

Education

4%

3%

3%

3%

Ebizel

2%

2%

2%

1%

0.1%

3%

2%

2%

1%

2%

2%

4%

0.1%

2%

2%

1%

W3schools Rediff Onlinelearning Indiatimes

1%

1%

1%

1%

Goiit

3%

0.2%

1%

0.5%

Base: 3,104

99

Youth on the net

Most Used Offline Media Brands Table 45: Favorite TV channels Website

Teenagers

Young Adults

All Youth

All Users

Star Plus

16%

13%

14%

13%

% Change

2%

2%

3%

3%

Discovery

7%

8%

8%

7%

% Change

-0.1%

1%

0.8%

0.5%

M TV

7%

4%

5%

3%

% Change

3%

-0.2%

0.5%

0.6%

Ten Sports

6%

4%

5%

3%

% Change

2%

0.6%

1%

0.6%

Star Movies % Change Sony % Change HBO % Change

3%

4%

4%

3%

0.1%

0.9%

0.7%

0.7%

3%

4%

4%

4%

-2.0%

-1.7%

-1.8%

-1.0%

3%

4%

3%

4%

-3.0%

0.0%

-0.5%

0.1%

Sun TV

4%

3%

3%

5%

% Change

3%

-0.6%

-0.2%

0.8%

NDTV

2%

4%

3%

5%

% Change

1%

0.7%

0.7%

0.6%

Aajtak

2%

4%

3%

5%

% Change

1%

1%

1%

-0.3%

Base: 5,259(CY), 4,818(PY)

100

India Online 2007

Table 46: Favorite newspapers Website

Teenagers

Young Adults

All Youth

All Users

33%

34%

34%

35%

% Change

5%

-2.4%

-1.4%

0.0%

The Hindu

25%

21%

22%

18%

% Change

10%

5%

6%

5%

8%

6%

7%

6%

-6.7%

-2.1%

-2.5%

-2.2%

Deccan Chronicle

4%

5%

4%

4%

% Change

1%

3%

3%

3%

The Times of India

The Hindustan Times % Change

Dainik Bhaskar

3%

3%

3%

2%

-3.0%

0.3%

-0.1%

-0.5%

The Telegraph

4%

2%

3%

3%

% Change

1%

0.8%

1%

0.5%

Eenadu

1%

3%

3%

3%

-0.8%

1%

0.9%

0.3%

4%

2%

2%

3%

0.4%

-0.4%

0.0%

-0.4%

% Change

% Change Indian Express % Change The Tribune % Change

2%

2%

2%

2%

-0.7%

-1.5%

-1.3%

-1.6%

Dainik Jagran % Change

1%

2%

2%

2%

-1.2%

-2.0%

-2.0%

-1.8%

Base: 5,282(CY), 4,486(PY)

101

Youth on the net

Table 47: Favorite magazines Website India Today % Change

Teenagers

Young Adults

All Youth

All Users

19%

20%

20%

23%

-6.8%

-4.5%

-5.0%

-5.5%

Sports Star

8%

6%

7%

4%

% Change

3%

3%

3%

1%

Digit

8%

6%

6%

3%

% Change

4%

1%

2%

0.5%

Reader's Digest

7%

5%

6%

7%

% Change

-5.0%

-1.0%

-1.4%

-1.0%

The Week

5%

5%

5%

5%

% Change

2%

0.5%

0.9%

1%

Film Fare

5%

5%

5%

3%

% Change

2%

2%

2%

1%

Femina

2%

5%

4%

4%

% Change

-4.1%

0.6%

-0.4%

-0.8%

Autocar India

6%

2%

3%

2%

% Change

5%

-0.2%

1%

0.8%

Star Dust

5%

2%

3%

2%

% Change

4%

0.0%

0.8%

-0.3%

Chip

2%

3%

2%

2%

% Change

1%

2%

2%

1%

Base: 4,225(CY), 3,944(PY)

102

India Online 2007

Table 48: Favorite radio channels Website Radio Mirchi % Change

Teenagers

Young Adults

All Youth

All Users

31%

41%

38%

38%

4%

13%

10%

12%

16%

13%

14%

12%

% Change

4%

0.9%

2%

3%

Radio City

13%

11%

12%

11%

% Change

5%

-3.8%

-2.4%

-1.2%

Red FM

AIR

6%

8%

7%

11%

% Change

-7.8%

-1.3%

-2.4%

-2.5%

Suryan FM

11%

6%

7%

6%

% Change

7%

1%

3%

3%

Big FM*

5%

6%

6%

5%

4%

5%

5%

5%

% Change AIR FM GOLD % Change

-26.4%

-18.9%

-20.1%

-24.2%

AIR FM RAINBOW

7%

4%

4%

4%

% Change

6%

1%

2%

2%

Fever FM*

2%

4%

3%

3%

% Change Power FM

2%

1%

1%

0.8%

% Change

0.6%

0.5%

0.6%

0.3%

Base: 3,659(CY), 3,815(PY)

103

Youth on the net

Response to Online Marketing Stimuli Chart 45: Response to online marketing stimulus Clicked a sponsored search ad Clicked a banner ad Clicked a product/service e-mailer

Current Year 80% 60% 40%

47%

20%

37%

33%

33%

33%

47%

46%

45%

11%

8%

14%

10%

0% Teenagers

Young Adults

All Youth

All Users

Base: 4,435

Chart 37: Response to online marketing stimulus Change from PY 40% 19% 20%

13% 2%

0%

-1%

-20% -40%

14%

10%

-27%

-18%

-23%

-11%

-10%

-23%

Base: 4,435(CY), 5,006(PY)

104

India Online 2007

Offline Brands Recalled Table 49: TOM recall for brands Website

Teenagers

Young Adults

All Youth

Nokia

7%

8%

8%

7%

% Change

4%

1%

1%

0.9%

Sony

6%

7%

6%

8%

% Change

3%

3%

3%

3%

Nike

5%

4%

4%

3%

-1.6%

-0.5%

-0.6%

-0.4%

3%

4%

4%

5%

-1.7%

-1.1%

-1.4%

-2.0%

% Change Tata % Change LG % Change Adidas % Change Reliance % Change Microsoft % Change Reebok % Change Samsung % Change

All Users

3%

3%

3%

4%

0.1%

-0.1%

-0.1%

-0.1%

3%

3%

3%

2%

-0.9%

0.1%

0.0%

0.0%

2%

3%

2%

3%

0.4%

-0.9%

-0.8%

-0.2%

3%

2%

2%

2%

0.7%

0.0%

0.2%

-0.4%

2%

3%

2%

1%

-2.5%

0.1%

-0.4%

-0.3%

2%

2%

2%

2%

-0.1%

-0.3%

-0.2%

0.0%

Base: 10,015(CY), 6,548(PY)

105

Segment Wise Detailed Tables

106

Table 1: Gender breakup Gender

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Male

81%

80%

80%

82%

Female

19%

21%

20%

18%

Sample Base

Table 2: Age group distribution Age Group

Teenagers

Young Adults

All Youth

All Users

Sample Base

2,615

7,833

10,448

25,060

Age 13-18 years

100%

0.0%

26%

11%

Age 19-24 years

0.0%

100%

74%

31%

Age 25-35 years

0.0%

0.0%

0.0%

36%

Age 36-45 years

0.0%

0.0%

0.0%

13%

Age 46-55 years

0.0%

0.0%

0.0%

6%

Above Age 55 years

0.0%

0.0%

0.0%

2%

107

Table 3: City class - by population size City Class

Teenagers

Young Adults

All Youth

All Users

Sample Base

2,615

7,833

10,448

25,060

Up to 1 Lakh

14%

14%

14%

12%

1-5 Lakhs

14%

16%

15%

15%

5-10 Lakhs

35%

30%

31%

29%

Above 10 Lakhs

38%

41%

40%

45%

Table 4: City class - by market size City Class

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Metro

28%

34%

32%

37%

Urban uptowns

19%

14%

15%

14%

Emerging Towns

18%

16%

17%

16%

Others

35%

36%

36%

33%

Sample Base

108

Table 5: City wise distribution Cities Sample Base Delhi

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

12%

11%

11%

12%

Mumbai

7%

8%

8%

10%

Bangalore

4%

6%

6%

6%

Hyderabad

4%

5%

5%

5%

Chennai

3%

3%

3%

4%

Kolkata

2%

2%

2%

3%

Pune

2%

2%

2%

3%

Ahmadabad

1%

2%

2%

2%

Lucknow

1%

1%

1%

1%

Coimbatore

1%

0.9%

1%

0.9%

Jaipur

1%

0.7%

0.8%

0.8%

Visakhapatanam

0.8%

0.7%

0.8%

0.9%

Chandigarh

0.6%

0.7%

0.7%

0.8%

Indore

0.7%

0.7%

0.7%

0.7%

Nagpur

0.8%

0.7%

0.7%

0.8%

Surat

0.6%

0.7%

0.7%

0.7%

Faridabad

0.7%

0.6%

0.6%

0.6%

kanpur

0.5%

0.7%

0.6%

0.5%

Ludhiana

0.8%

0.6%

0.6%

0.6%

1%

0.5%

0.6%

0.6%

Thiruvanathapuram

0.8%

0.5%

0.6%

0.6%

Vadodara

0.6%

0.6%

0.6%

0.7%

Vijayavada

0.4%

0.6%

0.6%

0.5%

Amritsar

0.6%

0.4%

0.5%

0.3%

Bhopal

0.8%

0.4%

0.5%

0.6%

Bhubaneswar

0.4%

0.5%

0.5%

0.5%

Kochi

0.7%

0.4%

0.5%

0.5%

Madurai

0.7%

0.4%

0.5%

0.4%

Allahabad

0.5%

0.4%

0.4%

0.4%

Dehradun

0.6%

0.3%

0.4%

0.3%

Goa

0.4%

0.3%

0.4%

0.3%

Meerut

0.7%

0.3%

0.4%

0.3%

Nashik

0.5%

0.3%

0.4%

0.4%

Rajkot

0.3%

0.4%

0.4%

0.3%

Tiruchirapalli

0.4%

0.4%

0.4%

0.3%

Mysore

0.2%

0.5%

0.4%

0.4%

Agra

0.1%

0.4%

0.3%

0.3%

Cuttack

0.3%

0.3%

0.3%

0.4%

Jabalpur

0.2%

0.3%

0.3%

0.2%

Ranchi

0.3%

0.2%

0.3%

0.3%

Varanasi

0.4%

0.2%

0.3%

0.2%

Aurangabad

0.3%

0.1%

0.2%

0.3%

Dhanbad

0.1%

0.2%

0.2%

0.1%

Guwahati

0.3%

0.2%

0.2%

0.3%

Patna

109

Jodhpur

0.2%

0.2%

0.2%

0.2%

Mangalore

0.2%

0.2%

0.2%

0.2%

Raipur

0.2%

0.1%

0.2%

0.2%

Solapur

0.1%

0.2%

0.2%

0.1%

Assansol

0.0%

0.1%

0.1%

0.1%

Others from North India

14%

11%

12%

9%

Others from South India

17%

17%

17%

14%

Others from East India

6%

5%

5%

6%

Others from West India

7%

7%

7%

7%

Table 6: Region-wise break-ups Region

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

North

27%

23%

24%

22%

East

14%

10%

11%

12%

South

36%

42%

41%

40%

West

23%

25%

25%

26%

Sample Base

110

Table 7: Preferred language of reading Language

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

English

34%

32%

32%

41%

Hindi

23%

23%

23%

19%

Tamil

7%

7%

7%

6%

Telugu

5%

8%

7%

6%

Malayalam

6%

4%

5%

4%

Marathi

4%

5%

4%

5%

Gujarati

4%

4%

4%

4%

Kannada

2%

4%

4%

4%

Oriya

3%

3%

3%

3%

Bengali

2%

3%

3%

3%

Punjabi

2%

2%

2%

1%

Awadhi

2%

1%

1%

1%

Urdu

1%

1%

1%

1%

Konkani

0.7%

0.7%

0.7%

0.5%

Marwari

0.6%

0.7%

0.7%

0.4%

Sample Base

Assamese

2%

0.2%

0.6%

0.5%

Bhojpuri

0.3%

0.3%

0.3%

0.2%

Sindhi

0.3%

0.4%

0.3%

0.2%

Chhattisgarhi

0.6%

0.0%

0.2%

0.1%

Haryanvi

0.2%

0.2%

0.2%

0.1%

Tulu

0.0%

0.3%

0.2%

0.1%

Dogri

0.1%

0.1%

0.1%

0.0%

Kashmiri

0.0%

0.1%

0.1%

0.1%

Maithili

0.1%

0.1%

0.1%

0.1%

Magahi

0.1%

0.1%

0.1%

0.0%

Nepali

0.0%

0.1%

0.1%

0.0%

Sanskrit

0.3%

0.1%

0.1%

0.1%

Bodo

0.0%

0.0%

0.0%

0.0%

Bundeli

0.0%

0.0%

0.0%

0.0%

Kanauji

0.0%

0.0%

0.0%

0.0%

Kurchi

0.1%

0.0%

0.0%

0.0%

Manipuri

0.0%

0.0%

0.0%

0.0%

Santhali

0.0%

0.0%

0.0%

0.0%

Others

0.5%

0.4%

0.4%

0.3%

111

Table 8: Socio economic classification SEC

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

SEC A

3%

17%

13%

24%

SEC B

24%

30%

29%

32%

SEC C

22%

27%

26%

23%

SEC D

30%

16%

20%

14%

SEC E

22%

9%

13%

7%

Sample Base

Table 9: Highest educational qualification Educational Qualification

Teenagers

Young Adults

All Youth

All Users

Sample Base

2,615

7,833

10,448

25,060

Up to SSC/HSC

56%

11%

23%

13%

College but not Graduate

36%

33%

34%

23%

Graduate & above - general stream

3%

30%

23%

39%

Graduate & above - professional stream

5%

26%

21%

25%

-

-

-

-

Others

Table 10: Occupational break up Occupation

Teenagers

Young Adults

All Youth

All Users

Sample Base

2,615

7,833

10,448

25,060

Unemployed

93%

59%

68%

38%

7%

41%

32%

62%

Employed

112

Table 11: Function / field of occupation Function / Field Of Occupation

Teenagers

Young Adults

All Youth

All Users

Sample Base

158

3,032

3,190

15,219

Marketing/Sales

13%

15%

15%

16%

Advertising/PR/Media

4%

4%

4%

3%

Finance

8%

8%

8%

10%

HR

2%

3%

3%

3%

18%

27%

27%

18%

Manufacturing

6%

9%

9%

11%

Administration

8%

8%

8%

11%

Academics

3%

2%

2%

4%

IT/Software

Consultancy Others

5%

4%

4%

6%

35%

20%

21%

19%

Table 12: Head of the household Head Of The Household Sample Base Head of the household Not head of the household

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

4%

24%

19%

47%

96%

76%

81%

53%

Table 13: Monthly family income Monthly Family Income

Teenagers

Young Adults

All Youth

All Users

1,566

6,115

7,681

21,343

Up to 5K

24%

21%

22%

13%

5-10K

23%

31%

29%

25%

10-20K

21%

23%

22%

25%

20-30K

11%

10%

10%

14%

30-50K

7%

6%

6%

10%

50-75K

4%

3%

3%

4%

75-100K

4%

3%

3%

3%

Above 100K

7%

4%

5%

6%

Sample Base

113

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

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Bi-Cycle

16%

10%

12%

7%

Motor-Cycle/Scooter

35%

45%

42%

44%

Small Car (Up to Rs.4 lakhs)

17%

13%

14%

18%

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

11%

5%

7%

8%

4%

2%

2%

2%

2%

2%

2%

1%

15%

23%

21%

19%

Sample Base

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

Table 15: Ownership of credit cards (individually) Credit Cards Owned Sample Base Single Card

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

8%

11%

10%

18%

Multiple Cards

5%

6%

6%

16%

No Credit Card

87%

83%

84%

67%

114

Table 16: Household asset ownership Assets

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Color TV

91%

90%

90%

92%

Mobile Phone

88%

88%

88%

90%

Bank Account

72%

76%

75%

82%

Fridge

78%

67%

70%

75%

Cable TV connection/DTH

71%

67%

68%

72%

Computer/Laptop

70%

65%

66%

67%

Home

68%

61%

63%

58%

Camera

67%

60%

62%

64%

Landline Phone

67%

58%

61%

62%

Music System/DVD/MP3

61%

51%

54%

55%

Washing Machine

60%

48%

51%

57%

Life Insurance

52%

50%

50%

61%

Debit Card

33%

45%

42%

52%

Fixed Deposits

39%

30%

32%

34%

Medical Insurance/CGHS

29%

25%

26%

33%

Credit Card

29%

22%

24%

35%

Air Conditioner

29%

20%

22%

25%

Video Camera

24%

19%

20%

20%

Microwave

26%

17%

20%

24%

Mutual Funds

20%

14%

16%

22%

Share of Companies

17%

13%

14%

20%

IPod

14%

12%

13%

10%

Demat Account

14%

12%

13%

21%

Chit Fund Deposits

10%

6%

7%

7%

Sample Base

115

Table 17: Current loan liabilities Loan Liabilities

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Home Loan

49%

47%

47%

45%

Personal Loan

15%

16%

15%

20%

Education Loan

13%

15%

14%

9%

Two - wheeler Loan

12%

13%

13%

13%

Car Loan

13%

9%

10%

12%

Business Loan

5%

4%

4%

4%

Consumer Durables

2%

2%

2%

3%

0.2%

0.2%

0.2%

0.1%

9%

10%

9%

9%

Sample Base

Other None of Above

Table 18: Years of experience in using internet Experience

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Less Than 6 Months

20%

13%

15%

10%

6 Months-1 year

16%

14%

14%

10%

1-2 years

23%

19%

20%

16%

2-5 years

24%

28%

27%

26%

5-6 years

7%

11%

10%

12%

10%

15%

14%

25%

Sample Base

6 years and above

Table 19: Place of accessing internet Place Of Access Sample Base

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Home

67%

58%

60%

59%

Place of work (office / school / college)

56%

75%

70%

78%

Cyber cafe

50%

54%

53%

47%

5%

4%

4%

6%

In transit (while traveling)

116

Table 20: Type of internet connection at home Type Of Internet Connection

Teenagers

Young Adults

All Youth

All Users

1,812

4,501

6,313

14,856

Regular Dial Up

20%

14%

16%

16%

Broadband Dial Up

28%

27%

27%

28%

24 Hrs Broadband

29%

29%

29%

31%

5%

8%

7%

6%

0.9%

2%

1%

2%

Sample Base

Mobile Connection Wi Fi Connection Cable

7%

10%

9%

9%

0.4%

0.3%

0.3%

0.5%

Others

2%

2%

2%

2%

Don't Know

9%

9%

9%

7%

Lease/Dedicated line

Table 21: Type of internet connection at office Type Of Internet Connection Sample Base Regular Dial Up

Teenagers

Young Adults

All Youth

All Users

1,508

5,939

7,447

19,740

8%

7%

7%

7%

Broadband Dial Up

23%

22%

22%

25%

24 Hrs Broadband

27%

27%

27%

31%

Mobile Connection

2%

2%

2%

2%

Wi Fi Connection

3%

4%

3%

3%

Cable Lease/Dedicated line Others Don't Know

6%

7%

7%

6%

0.7%

4%

3%

6%

2%

2%

2%

2%

28%

26%

26%

19%

117

Table 22: Service provider subscribed to at home Service Provider

Teenagers

Young Adults

All Youth

All Users

1,812

4,501

6,313

14,856

BSNL/Sancharnet

39%

34%

35%

35%

Airtel/Bharti

17%

20%

19%

17%

VSNL / Tata

8%

9%

9%

10%

Local Cable Operator

6%

8%

7%

8%

Sify

5%

6%

6%

6%

Reliance

5%

5%

5%

6%

MTNL

5%

4%

5%

5%

0.2%

0.1%

0.2%

0.1%

Others

8%

7%

7%

7%

Don't Know

6%

7%

7%

5%

Sample Base

Spectranet

Table 23: Service provider subscribed to at office Service Provider

Teenagers

Young Adults

All Youth

All Users

1,508

5,939

7,447

19,740

BSNL/Sancharnet

30%

24%

25%

28%

Airtel/Bharti

10%

16%

14%

15%

VSNL / Tata

7%

9%

8%

11%

Sify

8%

5%

6%

5%

Reliance

5%

6%

5%

6%

MTNL

4%

4%

4%

5%

Local Cable Operator

3%

4%

4%

4%

0.3%

0.2%

0.3%

0.3%

Sample Base

Spectranet Others Don't Know

7%

7%

7%

8%

26%

27%

27%

19%

118

Table 24: Frequency of accessing internet from home Frequency

Teenagers

Young Adults

All Youth

All Users

1,726

4,251

5,977

14,231

Over 5 times a Day

20%

27%

25%

24%

2-5 times a Day

27%

26%

26%

27%

Once Daily

32%

31%

31%

33%

Once In 2-3 Days

12%

9%

10%

10%

6%

5%

5%

5%

2%

1%

1%

1%

0.9%

1%

1%

0.9%

Sample Base

Once a Week 1-3 times a Month Once in More than a Month

Table 25: Frequency of accessing internet from office Frequency

Teenagers

Young Adults

All Youth

All Users

1,212

5,028

6,240

17,617

Over 5 times a Day

21%

33%

31%

38%

2-5 times a Day

18%

21%

21%

25%

Once Daily

31%

26%

27%

24%

Once In 2-3 Days

14%

10%

11%

7%

Once a Week

11%

6%

7%

4%

1-3 times a Month

2%

2%

2%

1%

Once in More than a Month

3%

2%

2%

1%

Sample Base

119

Table 26: Time of the day accessing internet from home Time Sample Base Before 9.00 AM

Teenagers

Young Adults

All Youth

All Users

1,657

4,141

5,798

13,905

2%

4%

3%

5%

9.00 AM-12.00 Noon

10%

7%

8%

8%

12.00 Noon - 3.00 PM

9%

7%

7%

6%

3.00 PM-6.00 PM

15%

7%

9%

6%

6.00 PM - 9.00 PM

21%

20%

21%

18%

9.00 PM - 12.00 Midnight

22%

32%

29%

35%

After 12.00 Midnight

4%

5%

5%

3%

Throughout the Day

18%

19%

19%

18%

Table 27: Time of the day accessing internet from office Time

Teenagers

Young Adults

All Youth

All Users

1,235

5,010

6,245

17,680

3%

3%

3%

2%

9.00 AM-12.00 Noon

20%

21%

21%

22%

12.00 Noon - 3.00 PM

26%

21%

22%

21%

3.00 PM-6.00 PM

17%

15%

16%

13%

6.00 PM - 9.00 PM

11%

9%

10%

8%

4%

5%

4%

4%

Sample Base Before 9.00 AM

9.00 PM - 12.00 Midnight After 12.00 Midnight

2%

2%

2%

2%

Throughout the Day

17%

24%

22%

29%

120

Table 28: Duration of internet usage from home Duration

Teenagers

Young Adults

All Youth

All Users

1,711

4,234

5,945

14,015

Less than 30 Minutes

14%

11%

12%

15%

30 to 60 Minutes

30%

26%

27%

28%

1-2 Hours

34%

36%

36%

35%

2-5 Hours

17%

21%

20%

17%

5-8 Hours

3%

4%

3%

3%

More than 8 Hours

3%

3%

3%

3%

Sample Base

Table 29: Duration of internet usage from office Duration

Teenagers

Young Adults

All Youth

All Users

1,127

4,890

6,017

17,100

Less than 30 Minutes

23%

19%

19%

20%

30 to 60 Minutes

28%

24%

25%

25%

1-2 Hours

25%

28%

28%

26%

2-5 Hours

15%

14%

14%

15%

5-8 Hours

3%

8%

7%

7%

More than 8 Hours

5%

7%

7%

7%

Sample Base

Table 30: Duration of internet usage during weekdays Duration

Teenagers

Young Adults

All Youth

All Users

2,428

6,975

9,403

21,956

8%

7%

7%

8%

30 to 60 Minutes

23%

17%

19%

20%

1-2 Hours

36%

34%

34%

34%

2-5 Hours

23%

25%

25%

24%

5-8 Hours

6%

8%

8%

7%

More than 8 Hours

4%

9%

8%

7%

Sample Base Less than 30 Minutes

121

Table 31: Duration of internet usage during weekends Duration Sample Base

Teenagers

Young Adults

All Youth

All Users

1,834

6,022

7,856

19,522

Less than 30 Minutes

10%

9%

9%

10%

30 to 60 Minutes

17%

17%

17%

17%

1-2 Hours

35%

29%

31%

31%

2-5 Hours

24%

24%

24%

24%

5-8 Hours

9%

11%

10%

9%

More than 8 Hours

6%

11%

9%

9%

Table 32: Duration of PC usage from home Duration Sample Base

Teenagers

Young Adults

All Youth

All Users

1,784

4,586

6,370

15,214

Less than 30 Minutes

10%

8%

9%

10%

30 to 60 Minutes

19%

18%

18%

20%

1-2 Hours

37%

36%

36%

37%

2-5 Hours

24%

25%

25%

22%

5-8 Hours

6%

8%

8%

7%

More than 8 Hours

4%

6%

5%

5%

Table 33: Duration of PC usage from office Duration Sample Base

Teenagers

Young Adults

All Youth

All Users

1,184

5,157

6,341

18,200

Less than 30 Minutes

14%

6%

8%

5%

30 to 60 Minutes

16%

11%

12%

9%

1-2 Hours

30%

18%

21%

17%

2-5 Hours

20%

19%

20%

22%

5-8 Hours

11%

23%

21%

26%

9%

22%

19%

21%

More than 8 Hours

122

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

Teenagers

Young Adults

All Youth

All Users

Sample Base

2,364

6,759

9,123

21,962

Less than 30 Minutes

18%

17%

17%

16%

30 to 60 Minutes

27%

27%

27%

28%

1-2 Hours

35%

41%

40%

43%

2-5 Hours

18%

13%

14%

11%

5-8 Hours

2%

2%

2%

1%

0.7%

0.6%

0.6%

0.5%

More than 8 Hours

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

Teenagers

Young Adults

All Youth

All Users

Sample Base

2,410

6,994

9,404

22,501

Less than 30 Minutes

56%

51%

52%

46%

30 to 60 Minutes

33%

37%

36%

41%

1-2 Hours

9%

11%

10%

12%

2-5 Hours

2%

0.8%

1%

1%

5-8 Hours

0.0%

0.3%

0.2%

0.2%

More than 8 Hours

0.2%

0.2%

0.2%

0.2%

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

Teenagers

Young Adults

All Youth

All Users

Sample Base

1,669

4,937

6,606

14,785

Less than 30 Minutes

43%

45%

44%

46%

30 to 60 Minutes

21%

24%

23%

26%

1-2 Hours

21%

19%

20%

19%

2-5 Hours

10%

7%

8%

6%

5-8 Hours

3%

3%

3%

2%

More than 8 Hours

3%

2%

3%

2%

123

Table 37: Professional activities Professional Activities

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Emailing - work related

67%

79%

76%

83%

Job Search

52%

80%

73%

73%

Instant messaging

64%

70%

69%

62%

Search work related info

26%

45%

40%

49%

Look for Seminar/workshops

21%

26%

24%

24%

Check business/Financial news

12%

23%

20%

30%

Business/prof. networking

12%

22%

20%

26%

Check business travel info.

9%

13%

12%

19%

None of the Above

9%

3%

4%

3%

Sample Base

Table 38: Personal activities Personal Activities

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Emailing - personal

80%

87%

85%

89%

Chatting

72%

73%

73%

59%

Check Sports

56%

64%

62%

57%

Dating/Friendship

60%

62%

61%

51%

Check news

51%

62%

59%

61%

Social networking/communities

46%

52%

50%

44%

Share pictures

49%

48%

48%

40%

Matrimonial search

37%

51%

48%

48%

Astrology

41%

48%

46%

46%

Search for product information

35%

41%

39%

45%

Check cinema content

37%

36%

36%

28%

Check hobby related info

35%

33%

33%

32%

Check health & lifestyle info

23%

27%

26%

30%

Check personal travel info.

13%

19%

17%

26%

1%

0.5%

0.7%

0.7%

Sample Base

None of the above

124

Table 39: Downloading activities Downloading Activities

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Music

70%

70%

70%

60%

Online games

65%

61%

62%

54%

Mobile contents (ring tones/games)

50%

58%

56%

50%

Screensavers/wallpapers

57%

53%

54%

46%

Educational / Learning material

51%

54%

53%

48%

Movies

38%

38%

38%

29%

Adult content

11%

18%

16%

18%

7%

8%

7%

13%

Sample Base

None of the above

Table 40: E-commerce related activities E-Commerce Related Activities Sample Base

Teenagers

Young Adults

All Youth

All Users

1,480

4,376

5,856

14,043

E-greetings

51%

59%

57%

58%

Check financial info

31%

46%

42%

46%

Check real estate info

29%

38%

35%

37%

Book train tickets

18%

26%

24%

29%

Net banking

12%

23%

20%

31%

Online bill payment

12%

18%

16%

23%

Buy non-travel products

13%

17%

16%

25%

Book air tickets

15%

16%

16%

23%

Net telephony

11%

13%

13%

13%

Book hotels

8%

7%

7%

8%

Online stock trading

5%

8%

7%

13%

26%

15%

18%

13%

None of these

Table 41: Online shopping Online Shopping

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Searched only

45%

42%

43%

33%

Both searched and bought

25%

34%

32%

43%

Neither searched nor bought

30%

24%

26%

24%

Sample Base

125

Table 42: Blogging activities Blogging Activities Sample Base Check / read blogs at least once a week

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

20%

22%

22%

23%

Comment on blog post at least once a week

8%

9%

9%

9%

Check / read blogs less than once a week

7%

8%

8%

8%

Have a blog site of my own

7%

8%

7%

7%

Comment on blog post less than once a week

5%

5%

5%

5%

73%

70%

70%

70%

None of the above

Table 43: Member of an online community Member Of An Online Community Sample Base

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Not a member of any online community

48%

51%

51%

59%

Member of an online community

52%

49%

50%

41%

126

Table 44: Membership by type of online community Membership By Type Of Online Community

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Not a member of any online community

48%

51%

51%

59%

Alumni & Schools

Sample Base

10%

8%

9%

7%

Computers & Internet

6%

7%

7%

5%

Romance & Relationships

5%

7%

6%

5%

Schools & Education

6%

4%

4%

3%

Music

4%

4%

4%

3%

Games

6%

3%

4%

2%

Individuals

3%

2%

2%

2%

Arts & Entertainment

2%

2%

2%

2%

Business / Professional community

0.5%

2%

2%

3%

Company

0.2%

2%

2%

1%

Cultures & Community Religion & Beliefs Science & History

1%

2%

2%

2%

0.5%

1%

0.9%

0.8%

1%

0.7%

0.9%

0.8%

Countries & Regional

0.4%

0.7%

0.6%

0.4%

Family & Home

0.4%

0.6%

0.6%

0.5%

Fashion & Beauty Automotive Recreation & Sports

1%

0.5%

0.6%

0.4%

0.3%

0.6%

0.5%

0.5%

1%

0.3%

0.5%

0.3%

Travel

0.5%

0.5%

0.5%

0.9%

Health, Wellness & Fitness

0.1%

0.4%

0.4%

0.7%

Hobbies & Crafts

0.3%

0.4%

0.4%

0.4%

Gay, Lesbian & Bi

0.0%

0.2%

0.2%

0.2%

Government & Politics

0.1%

0.2%

0.2%

0.2%

Pets & Animals

0.4%

0.2%

0.2%

0.2%

Cities & Neighborhoods

0.1%

0.1%

0.1%

0.2%

Food, Drink & Wine

0.2%

0.0%

0.1%

0.1%

Table 45: Usage of other language websites Other Language Websites Sample Base Use other language websites Use only English websites

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

7%

10%

10%

12%

93%

90%

90%

88%

127

Table 46: Online activities desired in other languages Online Activities

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,253

Email

61%

65%

64%

61%

Chatting

57%

56%

56%

46%

Entertainment

57%

51%

52%

45%

Search information

33%

34%

33%

33%

Online learning / education

35%

33%

33%

31%

Online news

29%

30%

29%

31%

Astrology

21%

24%

23%

23%

Online shopping

14%

16%

16%

18%

Travel related information

12%

13%

13%

16%

9%

14%

13%

13%

Blog

11%

12%

12%

12%

Not Interested

17%

18%

18%

21%

Sample Base

Matrimony

Table 47: Problems faced while surfing the internet Problems

Teenagers

Young Adults

All Youth

All Users

1,533

4,450

5,983

14,252

Slow website opening

67%

63%

64%

62%

Virus / spyware

39%

49%

47%

49%

Spam / junk mails

32%

44%

41%

49%

Unsolicited ads/pop-ups

34%

41%

39%

45%

Difficult to connect

42%

38%

39%

35%

Lack of response to queries

27%

31%

30%

27%

Cumbersome navigation

9%

11%

11%

12%

Never faced any problem

11%

8%

9%

8%

Lack of local language content

6%

8%

8%

9%

Others

2%

2%

2%

2%

Sample Base

128

Table 48: Top of mind unaided recall - all websites Website

Teenagers

Young Adults

All Youth

All Users

2,531

7,613

10,144

24,433

Yahoo

27%

31%

30%

30%

Google

24%

29%

28%

27%

Orkut

15%

6%

9%

5%

Rediff

6%

8%

7%

12%

Gmail

1%

4%

3%

3%

Sample Base

Hotmail

0.3%

1%

0.9%

2%

Indiatimes

0.6%

0.7%

0.7%

1%

2%

0.4%

0.7%

0.3%

Freshersworld

0.0%

0.6%

0.5%

0.2%

Santabanta

0.5%

0.5%

0.5%

0.3%

Wikipedia

0.4%

0.6%

0.5%

0.3%

Microsoft

0.9%

0.4%

0.5%

0.4%

Contest2win

0.6%

0.5%

0.5%

0.6%

Naukri

0.0%

0.5%

0.4%

0.5%

Sify

0.2%

0.5%

0.4%

0.5%

You tube

0.7%

0.2%

0.4%

0.2%

Cricinfo

0.4%

0.2%

0.3%

0.1%

Ebay

0.2%

0.4%

0.3%

0.3%

Espnstar

0.4%

0.3%

0.3%

0.2%

Howstuffworks

0.6%

0.1%

0.3%

0.2%

Monster

0.2%

0.4%

0.3%

0.3%

MSN

0.3%

0.4%

0.3%

0.5%

Nokia

0.2%

0.4%

0.3%

0.3%

Raaga

0.0%

0.3%

0.3%

0.1%

Ebizel

0.3%

0.2%

0.3%

0.1%

India games

0.9%

0.1%

0.3%

0.2%

Zapak

0.4%

0.2%

0.3%

0.1%

Download

0.4%

0.1%

0.2%

0.1%

Hi5

0.2%

0.2%

0.2%

0.1%

123Greetings

0.1%

0.1%

0.1%

0.0%

CBSE

0.4%

0.0%

0.1%

0.1%

ICICIbank

0.0%

0.1%

0.1%

0.2%

Indiafm

0.1%

0.1%

0.1%

0.1%

Manoramaonline

0.0%

0.1%

0.1%

0.1%

Moneycontrol

0.0%

0.1%

0.1%

0.4%

NDTV

0.1%

0.1%

0.1%

0.2%

Sony

0.0%

0.1%

0.1%

0.1%

Timesjob

0.1%

0.1%

0.1%

0.1%

Funmaza

0.2%

0.1%

0.1%

0.2%

India

0.1%

0.2%

0.1%

0.3%

Amazon

0.0%

0.0%

0.0%

0.0%

BBC

0.0%

0.0%

0.0%

0.1%

Bharatmatrimony

0.1%

0.0%

0.0%

0.0%

BSNL

0.0%

0.0%

0.0%

0.1%

WWE

129

Economictimes

0.0%

0.0%

0.0%

0.0%

HDFC

0.0%

0.0%

0.0%

0.0%

Hpindia

0.0%

0.0%

0.0%

0.1%

ICICIDirect

0.0%

0.0%

0.0%

0.1%

Indiabulls

0.1%

0.0%

0.0%

0.0%

Indiainfoline

0.0%

0.0%

0.0%

0.0%

Indiamart

0.0%

0.0%

0.0%

0.0%

Indianexpress

0.0%

0.0%

0.0%

0.0%

Indianrailways

0.0%

0.0%

0.0%

0.0%

Indya

0.0%

0.0%

0.0%

0.0%

IRCTC

0.0%

0.0%

0.0%

0.2%

NSEindia

0.0%

0.0%

0.0%

0.1%

Reliance

0.0%

0.0%

0.0%

0.2%

Samachar

0.0%

0.0%

0.0%

0.0%

Shaadi

0.0%

0.0%

0.0%

0.0%

Sharekhan

0.0%

0.0%

0.0%

0.1%

Timesofindia

0.0%

0.0%

0.0%

0.1%

VSNL

0.0%

0.0%

0.0%

0.0%

Makemytrip

0.0%

0.0%

0.0%

0.1%

Rcm business

0.0%

0.0%

0.0%

0.0%

Yatra

0.0%

0.0%

0.0%

0.1%

Mail2 web

0.0%

0.0%

0.0%

0.0%

Airtel

0.0%

0.0%

0.0%

0.0%

Others

16%

11%

12%

12%

130

Table 49: Most used website - all websites Website

Teenagers

Young Adults

All Youth

All Users

1,517

4,410

5,927

14,075

Google

23%

31%

29%

29%

Yahoo

26%

28%

27%

27%

Orkut

24%

12%

15%

8%

Rediff

5%

7%

6%

11%

Gmail

2%

4%

4%

4%

Wikipedia

0.3%

1%

1%

0.6%

Hotmail

0.6%

1%

0.9%

2%

Sify

0.1%

0.8%

0.6%

0.5%

Indiatimes

0.2%

0.6%

0.5%

0.9%

Naukri

0.0%

0.5%

0.4%

0.5%

Santabanta

0.4%

0.4%

0.4%

0.3%

WWE

0.4%

0.4%

0.4%

0.2%

Contest2win

0.7%

0.3%

0.4%

0.3%

Download

0.1%

0.3%

0.3%

0.2%

Ebay

0.2%

0.3%

0.3%

0.4%

Monster

0.1%

0.3%

0.3%

0.2%

Raaga

0.6%

0.2%

0.3%

0.2%

Youtube

0.5%

0.3%

0.3%

0.2%

Espnstar

0.1%

0.2%

0.2%

0.1%

Icicibank

0.0%

0.2%

0.2%

0.3%

Nseindia

0.0%

0.2%

0.2%

0.2%

Icicidirect

0.0%

0.1%

0.1%

0.3%

Moneycontrol

0.0%

0.2%

0.1%

0.5%

Sharekhan

0.0%

0.1%

0.1%

0.1%

Bseindia

0.1%

0.0%

0.1%

0.2%

MSN

0.1%

0.0%

0.0%

0.4%

Timesjob

0.0%

0.0%

0.0%

0.1%

16%

11%

13%

13%

Sample Base

Others

131

Table 50: Preferred website for emailing Website

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Yahoo

64%

59%

60%

53%

Gmail

17%

22%

20%

20%

Rediff

12%

14%

14%

18%

Sample Base

Hotmail

5%

3%

4%

6%

Sify

0.8%

0.8%

0.8%

1%

Indiatimes

0.5%

0.8%

0.7%

0.9%

Sancharnet/BSNL

0.3%

0.4%

0.4%

0.7%

VSNL

0.2%

0.1%

0.2%

0.5%

AOL

0.1%

0.1%

0.1%

0.1%

Lycos

0.0%

0.0%

0.0%

0.2%

Table 51: Multiple user shares of email websites Website Sample Base

Teenagers

Young Adults

All Youth

All Users

2,615

7,833

10,448

25,060

Yahoo

93%

92%

92%

89%

Gmail

51%

69%

64%

59%

Rediff

47%

56%

54%

57%

Hotmail

31%

33%

33%

36%

Indiatimes

10%

15%

13%

17%

Sify

12%

13%

13%

13%

Sancharnet/BSNL

8%

6%

6%

7%

Others

4%

4%

4%

4%

VSNL

3%

4%

3%

4%

AOL

3%

3%

3%

3%

Lycos

1%

2%

2%

2%

132

Table 52: Preferred website for job search Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

814

3,498

4,312

10,387

Monster

34%

31%

32%

27%

Naukri

19%

31%

29%

37%

Timesjobs

12%

15%

14%

14%

Google

12%

6%

7%

5%

Yahoo

4%

2%

2%

3%

Freshersworld

0.1%

3%

2%

2%

Indiatimes

1%

2%

2%

1%

Jobs

3%

1%

1%

1%

Jobsearch

0.1%

1%

1%

0.6%

1%

0.9%

0.9%

2%

Clickjobs

0.5%

0.6%

0.6%

0.5%

Jobsahead

0.0%

0.8%

0.6%

1%

Jobstreet

0.2%

0.6%

0.5%

0.7%

Jobsindia

0.3%

0.1%

0.2%

0.1%

Devnetjobs

0.0%

0.0%

0.0%

0.2%

13%

4%

6%

5%

Rediff

Others

133

Table 53: Preferred website for mobile content Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

782

2,490

3,272

6,912

Yahoo

23%

10%

13%

14%

Google

8%

13%

12%

10%

Rediff

7%

9%

9%

12%

Nokia

6%

8%

8%

9%

Mobile9

4%

6%

6%

4%

Indiatimes

5%

5%

5%

7%

Funmaza

5%

4%

4%

3%

Ringtones

4%

4%

4%

3%

Hutch

2%

4%

3%

3%

Mobango

4%

3%

3%

2%

Zedge

0.6%

3%

3%

2%

Airtel

0.5%

2%

2%

3%

Santabanta

2%

0.8%

1%

0.8%

Sify

1%

1%

1%

2%

Mobileringtones

1%

0.9%

1%

0.7%

0.9%

0.9%

0.9%

1%

Getjar

1%

0.9%

0.9%

0.6%

Games

1%

0.8%

0.9%

0.8%

Sonyericsson

Cooltoad

2%

0.5%

0.8%

0.7%

0.8%

0.8%

0.8%

0.6%

1%

0.7%

0.8%

0.7%

0.6%

0.8%

0.7%

0.6%

1%

0.6%

0.7%

0.6%

Papuyaar

0.4%

0.6%

0.6%

0.4%

Mauj

0.2%

0.6%

0.5%

0.5%

Samsungmobile

0.3%

0.5%

0.4%

0.4%

Zapak

0.0%

0.5%

0.4%

0.4%

Apniisp

0.5%

0.3%

0.4%

0.2%

Cellebrum

0.0%

0.4%

0.3%

0.3%

Indiafm

0.4%

0.2%

0.3%

0.2%

R World

0.1%

0.4%

0.3%

0.6%

Raaga

0.8%

0.2%

0.3%

0.2%

Motozone

0.3%

0.4%

0.3%

0.6%

Hungama

0.0%

0.3%

0.2%

0.2%

Idea

0.1%

0.3%

0.2%

0.3%

Dotsis

0.0%

0.2%

0.2%

0.2%

MSN

0.0%

0.2%

0.1%

0.3%

BSNL

0.1%

0.0%

0.0%

0.2%

15%

16%

16%

14%

Download Masti4India Freeringtones Tagtag

Others

134

Table 54: Preferred website for sports Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

804

2,640

3,444

7,666

Espnstarsports

33%

31%

31%

29%

Yahoo

14%

12%

13%

12%

Cricinfo

7%

14%

13%

14%

Google

9%

8%

9%

8%

Sports

4%

5%

5%

4%

Rediff

4%

5%

5%

8%

WWE

4%

3%

3%

2%

Indiatimes

3%

3%

3%

3%

Tensports

5%

2%

3%

2%

Sify

1%

2%

2%

2%

Cricketnext

3%

1%

2%

2%

NDTV

2%

1%

1%

2%

0.4%

1%

1%

1%

MSN Iccworldcup

2%

0.6%

0.9%

0.5%

BBC Sports

0.3%

0.6%

0.5%

0.8%

Timesofindia

0.1%

0.7%

0.5%

0.7%

Khel

0.1%

0.5%

0.4%

0.5%

Cricbuzz

0.0%

0.3%

0.2%

0.3%

Zeesports

0.2%

0.1%

0.2%

0.2%

DD Sports

0.2%

0.1%

0.1%

0.4%

CNN

0.3%

0.0%

0.1%

0.4%

9%

8%

8%

8%

Others

135

Table 55: Preferred website for travel products Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

562

2,056

2,618

7,089

Yatra

26%

18%

19%

16%

Google

13%

14%

13%

11%

Makemytrip

13%

12%

12%

17%

IRCTC

4%

13%

11%

15%

Yahoo

16%

9%

10%

8%

Rediff

4%

5%

4%

5%

Travel

2%

4%

3%

3%

Indiatimes

2%

3%

2%

3%

Airdeccan Cleartrip Airindia

1%

2%

2%

2%

0.2%

2%

2%

2%

4%

1%

2%

0.9%

Travelguru

0.9%

2%

2%

2%

Rajtravels

1%

0.8%

0.9%

0.7%

Sify

0.8%

0.7%

0.7%

0.7%

Travel India

0.6%

0.7%

0.7%

0.8%

Tours

0.9%

0.6%

0.7%

0.6%

Goair

0.8%

0.4%

0.5%

0.4%

Incredibleindia

0.1%

0.7%

0.5%

0.3%

Hotels

0.2%

0.6%

0.5%

0.3%

Indiatravels

0.3%

0.4%

0.4%

0.3%

Flykingfisher

0.4%

0.3%

0.3%

0.2%

Jetairways

0.0%

0.4%

0.3%

0.7%

MSN

0.0%

0.3%

0.3%

0.6%

Spicejet

0.2%

0.4%

0.3%

0.4%

Travelocity

0.3%

0.3%

0.3%

0.2%

Indianairlines

0.2%

0.2%

0.2%

0.4%

Thomascook

0.4%

0.1%

0.2%

0.1%

KSRTC

0.0%

0.2%

0.1%

0.1%

Airsahara

0.2%

0.0%

0.0%

0.0%

Sitatours

0.0%

0.0%

0.0%

0.0%

8%

11%

11%

9%

Others

136

Table 56: Preferred website for matrimony Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

563

2,220

2,783

6,675

Shaadi

29%

29%

29%

28%

Bharatmatrimony

21%

27%

26%

29%

Google

12%

6%

7%

6%

Yahoo

12%

5%

6%

5%

Matrimony

6%

6%

6%

5%

Jeevansaathi

2%

5%

5%

6%

Tamilmatrimony

2%

3%

3%

3%

Simplymarry

3%

3%

3%

3%

Rediff

1%

3%

3%

3%

Telugumatrimony

3%

1%

2%

1%

Matrimonial

2%

2%

2%

2%

Indiamatrimony

0.3%

2%

2%

0.9%

Indiatimes

0.8%

0.6%

0.7%

0.8%

Keralamatrimony

0.7%

0.4%

0.5%

0.9%

Indianmatrimony

1%

0.2%

0.4%

0.6%

Sify

0.0%

0.5%

0.4%

0.4%

Punjabmatrimony

0.2%

0.3%

0.3%

0.3%

Matchmaker

0.1%

0.2%

0.2%

0.2%

MSN

0.0%

0.2%

0.2%

0.5%

Agarwal2Agarwal

0.0%

0.1%

0.1%

0.0%

Marathimatrimony

0.0%

0.1%

0.1%

0.1%

Gujuratimatrimony

0.0%

0.1%

0.1%

0.1%

Sindhimatrimony

0.3%

0.0%

0.1%

0.0%

Urdumatrimony

0.0%

0.1%

0.1%

0.1%

Oriyamatrimony

0.0%

0.0%

0.0%

0.2%

Hindimatrimony

0.0%

0.0%

0.0%

0.1%

Bengalimatrimony

0.0%

0.0%

0.0%

0.2%

4%

5%

4%

4%

Others

137

Table 57: Preferred website for financial news/info Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

462

1,902

2,364

6,207

Google

20%

18%

18%

13%

Yahoo

24%

12%

14%

12%

Moneycontrol/CNBC

5%

9%

8%

13%

ICICI Direct/ICICI Bank

1%

7%

6%

7%

Rediff

7%

6%

6%

6%

Sharekhan

1%

5%

4%

4%

Indiatimes

3%

3%

3%

4%

NDTV/NDTVprofit

3%

3%

3%

4%

Stockmarket

5%

2%

3%

2%

0.5%

3%

3%

3%

Financialnews

4%

2%

2%

1%

CNN

3%

2%

2%

1%

Business

0.8%

2%

2%

1%

NSE

0.2%

2%

1%

2%

MSN

2%

1%

1%

1%

Sify

0.5%

1%

1%

2%

Timesofindia

0.0%

1%

1%

1%

BBC

0.5%

1%

1%

0.8%

Indiabulls

0.5%

1%

0.9%

1%

Efinancialnews

0.4%

0.9%

0.8%

0.5%

Financialexpress

0.9%

0.6%

0.7%

0.9%

Zeebusiness

0.5%

0.8%

0.7%

0.6%

HDFC

0.0%

0.7%

0.6%

0.8%

Kotaksecurities

0.5%

0.4%

0.4%

0.6%

Ibnlive

0.9%

0.3%

0.4%

0.5%

Indiainfoline

0.0%

0.4%

0.3%

0.5%

Reliancemoney

0.0%

0.3%

0.2%

0.3%

5Paisa

0.0%

0.1%

0.1%

0.1%

Capitalmarket

0.1%

0.1%

0.1%

0.2%

Manoramaonline

0.2%

0.1%

0.1%

0.4%

Karvey

0.0%

0.1%

0.1%

0.2%

Equitymaster

0.0%

0.0%

0.0%

0.4%

Valueresearch

0.0%

0.0%

0.0%

0.4%

17%

15%

15%

14%

Economictimes

Others

138

Table 58: Preferred website for cinema Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

802

2,504

3,306

6,883

Yahoo

21%

9%

12%

11%

Google

8%

10%

9%

9%

Indiafm

5%

6%

5%

5%

Bollywood

4%

6%

5%

5%

Santabanta

5%

5%

5%

3%

PVR Cinemas

3%

5%

4%

5%

Cinema

3%

3%

3%

4%

Idlebrain

3%

3%

3%

2%

Movies

4%

3%

3%

3%

Indiaglitz

4%

2%

3%

2%

Rediff

1%

3%

3%

5%

Indiatimes

3%

2%

2%

3%

Tamilcinemas

3%

2%

2%

3%

Imdb

0.9%

3%

2%

2%

Sify

0.9%

2%

2%

2%

Youtube

1%

2%

2%

1%

0.8%

2%

1%

2%

Indiancinema

3%

1%

1%

1%

Galatta

1%

1%

1%

0.8%

Inox

0.1%

1%

1%

1%

Thecinema

0.5%

1%

1%

1%

Andhravilas

0.4%

1%

1%

0.7%

Raaga

0.3%

1%

0.9%

1%

1%

0.9%

0.9%

1%

0.6%

0.9%

0.8%

0.9%

2%

0.2%

0.7%

0.5%

Cinesouth

0.0%

0.9%

0.7%

0.5%

Indya

0.1%

0.8%

0.6%

0.8%

Adlabs

0.1%

0.6%

0.5%

0.9%

Cinemax

0.3%

0.6%

0.5%

0.7%

Yashrajfilms

0.4%

0.6%

0.5%

0.3%

Filmfare

0.8%

0.3%

0.4%

0.6%

Hollywood

0.3%

0.4%

0.4%

0.5%

MSN

0.6%

0.3%

0.4%

0.9%

Teluguone

0.0%

0.5%

0.4%

0.7%

Funmala

0.6%

0.4%

0.4%

0.3%

Smashits

0.7%

0.2%

0.3%

0.4%

Timesofindia

0.0%

0.5%

0.3%

0.4%

Starmovies

0.2%

0.3%

0.3%

0.4%

Malayalamcinema

0.0%

0.5%

0.3%

0.4%

Glamsham

0.6%

0.2%

0.3%

0.2%

Sonypictures

0.2%

0.2%

0.2%

0.2%

Prasad2

0.4%

0.2%

0.2%

0.3%

Chitraloka

0.0%

0.2%

0.2%

0.4%

NDTV

0.0%

0.1%

0.1%

0.4%

Others

16%

17%

17%

16%

Funcinemas

Zeecinemas Satyamcinema Musicindiaonline

139

Table 59: Preferred website for online share/stock trading Website

Teenagers

Young Adults

All Youth

All Users

45

267

312

1,558

Sherkhan

22%

29%

28%

22%

ICICI Direct

17%

26%

25%

36%

0.0%

7%

6%

7%

Religare

2%

5%

5%

4%

Kotaksecurities

6%

4%

4%

4%

NSE

10%

3%

4%

3%

BSE

0.0%

4%

3%

3%

1%

3%

3%

3%

Sample Base

Indiabulls

5Paisa Reliancemoney

5%

0.4%

1%

1%

Angeltrade

0.0%

1%

0.9%

0.5%

Karvy

0.0%

0.9%

0.8%

0.5%

hdfcsec

0.0%

0.6%

0.5%

2%

Geojit

0.0%

0.5%

0.4%

2%

Others

36%

17%

19%

13%

140

Table 60: Preferred website for games Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

990

2,605

3,595

7,383

Zapak

25%

20%

21%

17%

Yahoo

12%

15%

14%

18%

Google

5%

10%

9%

9%

Games

6%

8%

8%

7%

Miniclip

7%

4%

5%

4%

Indiagames

6%

3%

4%

3%

Easports

5%

1%

2%

1%

Contest2Win

4%

1%

2%

3%

Download

2%

2%

2%

1%

Onlinegames

1%

2%

2%

2%

Rediff

1%

2%

2%

3%

Games2win

2%

1%

1%

1%

MSN

2%

1%

1%

2%

Freeonlinegames

0.9%

0.9%

0.9%

0.7%

Indiatimes

0.2%

1%

0.9%

2%

Bigfishgames Funmaza Gamespot Cartoonnetwork

1%

0.8%

0.9%

0.8%

0.7%

0.8%

0.8%

0.5%

1%

0.6%

0.7%

0.4%

1%

0.4%

0.6%

0.6%

Funtoosh

0.3%

0.8%

0.6%

0.4%

Sify

0.0%

0.8%

0.6%

0.7%

Hungama

0.3%

0.7%

0.6%

0.6%

Freegames

0.2%

0.6%

0.5%

0.6%

Gamesworld

0.0%

0.7%

0.5%

0.3%

Realarcade

0.3%

0.5%

0.4%

0.5%

Stickcricket

0.2%

0.4%

0.4%

0.4%

Santabanta

0.7%

0.3%

0.4%

0.4%

Gamesonline

0.3%

0.4%

0.4%

0.4%

Cricinfo

0.3%

0.4%

0.3%

1%

Gamezone

0.4%

0.3%

0.3%

0.2%

Playgames

0.4%

0.3%

0.3%

0.3%

Gamehouse

0.6%

0.0%

0.2%

0.4%

Sports

0.0%

0.3%

0.2%

0.4%

Toondisneyindia

0.4%

0.2%

0.2%

0.2%

Arcade

0.2%

0.2%

0.2%

0.2%

Others

12%

18%

17%

17%

141

Table 61: Preferred website for online shopping Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

637

2,246

2,883

7,261

Ebay

40%

36%

37%

34%

Rediff

16%

21%

20%

25%

Google

12%

9%

10%

8%

Yahoo

8%

8%

8%

7%

Futurebazaar

8%

6%

7%

6%

Indiatimes

4%

4%

4%

7%

Shopping

2%

2%

2%

2%

Sify

0.9%

2%

2%

2%

Onlineshopping

0.5%

2%

2%

1%

Amazon

0.0%

2%

1%

0.9%

Indiaplaza

1%

0.4%

0.6%

1%

MSN

0.1%

0.6%

0.5%

0.7%

Timesofindia

0.0%

0.3%

0.2%

0.3%

8%

6%

7%

6%

Others

142

Table 62: Preferred website for online news Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

776

2,625

3,401

8,509

Yahoo

20%

17%

17%

14%

Google

12%

11%

11%

9%

NDTV

12%

8%

9%

12%

Rediff

5%

8%

7%

10%

Indiatimes

4%

8%

7%

7%

Aajtak

3%

6%

5%

5%

BBC

3%

5%

4%

5%

MSN

6%

2%

3%

3%

CNN

2%

4%

3%

3%

0.9%

4%

3%

3%

Manoramaonline

4%

2%

2%

3%

Zeenews

3%

2%

2%

2%

Ibnlive

2%

2%

2%

3%

Timesofindia

Sify

0.7%

2%

2%

2%

TV9

6%

0.7%

2%

0.9%

Thehindu

1%

2%

2%

2%

Jagran

1%

1%

1%

1%

0.7%

1%

1%

0.9%

Dinamalar Starnews

1%

1%

1%

0.7%

Eenadu

0.4%

1%

1%

2%

CNBC

0.2%

1%

0.9%

1%

2%

0.6%

0.8%

0.7%

DD News

0.6%

0.7%

0.7%

0.6%

Times

0.0%

0.5%

0.4%

0.6%

Hinduonnet

0.2%

0.3%

0.3%

0.3%

Esakal

0.0%

0.3%

0.3%

0.3%

Economictimes

0.2%

0.2%

0.2%

0.4%

Moneycontrol

0.2%

0.2%

0.2%

0.5%

Webduniya

0.0%

0.2%

0.1%

0.1%

Midday

0.0%

0.1%

0.1%

0.2%

Others

10%

9%

9%

9%

Hindustantimes

143

Table 63: Preferred website for friendship/dating Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

905

2,650

3,555

7,084

Orkut

47%

47%

47%

36%

Yahoo

21%

20%

21%

23%

Google

7%

6%

7%

8%

Rediff

6%

4%

4%

7%

Fropper

2%

2%

2%

3%

Hi5

2%

2%

2%

2%

Date

3%

2%

2%

2%

Tagged

1%

1%

1%

1%

Friendship

0.8%

1%

1%

0.9%

Indiatimes

0.5%

1%

0.9%

2%

Friendfinder

0.7%

0.8%

0.8%

2%

Adultfriendfinder

0.1%

0.9%

0.7%

2%

1%

0.4%

0.6%

0.5%

Friends

0.4%

0.5%

0.5%

1%

MSN

0.3%

0.4%

0.4%

1%

Sify

0.3%

0.3%

0.3%

0.5%

Friendster

0.1%

0.4%

0.3%

0.3%

Batchmates

0.1%

0.2%

0.2%

0.4%

Match

0.0%

0.1%

0.1%

0.2%

Others

7%

10%

9%

9%

Desimartini

144

Table 64: Preferred website for music Website

Teenagers

Young Adults

All Youth

All Users

1,021

2,956

3,977

8,142

Raaga

22%

24%

23%

22%

Yahoo

9%

9%

9%

10%

Google

10%

7%

8%

7%

Cooltoad

5%

5%

5%

5%

Music

2%

4%

4%

4%

Mp3

5%

2%

3%

3%

Musicindiaonline

3%

3%

3%

4%

Youtube

3%

2%

2%

2%

Papuyaar

4%

2%

2%

2%

Apniisp

2%

2%

2%

1%

Songs

2%

2%

2%

1%

Sample Base

Tamilsongs

0.8%

2%

2%

2%

Smashits

1%

2%

2%

2%

Livewire

1%

1%

1%

1%

0.6%

2%

1%

3%

Rediff Emusic

4%

0.2%

1%

0.9%

Andhravilas

0.2%

2%

1%

0.9%

Okesite

0.7%

1%

1%

0.7%

1%

1%

1%

0.8%

123music Dishant

2%

1%

1%

1%

0.3%

1%

1%

1%

Pz10

1%

1%

1%

1%

Bollyexpress

2%

0.7%

1%

0.8%

Bollyfm

1%

0.8%

1%

0.7%

Mtv

Funmaza

1%

1%

1%

0.7%

0.6%

1%

0.9%

0.9%

1%

0.7%

0.9%

0.9%

Sify

0.4%

0.8%

0.7%

0.9%

Musiconline

0.8%

0.5%

0.6%

0.7%

Indiatimes

0.2%

0.7%

0.5%

1%

Downloads

0.5%

0.6%

0.5%

0.5%

Tamilmp3world

0.4%

0.4%

0.4%

0.3%

Indianmusic

0.0%

0.4%

0.3%

0.5%

Mag4U

0.3%

0.4%

0.3%

0.4%

Realplayer

0.4%

0.3%

0.3%

0.5%

Radiomirchi

0.1%

0.4%

0.3%

0.3%

Musicmazaa

0.1%

0.4%

0.3%

0.3%

Desimusic

0.2%

0.4%

0.3%

0.3%

MSN

0.0%

0.3%

0.2%

0.5%

Timesmusic

0.0%

0.3%

0.2%

0.4%

Musicworld

0.2%

0.2%

0.2%

0.3%

Itunes

0.2%

0.2%

0.2%

0.4%

Desiweb

0.0%

0.3%

0.2%

0.1%

Telgusongs

0.0%

0.2%

0.1%

0.3%

Sonymusic

0.3%

0.0%

0.1%

0.2%

9%

13%

12%

13%

Bollywoodmusic Indiafm

Others

145

Table 65: Preferred info search engine - local language Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

388

1,403

1,791

3,853

Google

87%

79%

81%

74%

Guruji

1%

3%

2%

2%

Eenadu

0.9%

0.9%

0.9%

1%

Webulagam

0.2%

0.9%

0.7%

0.8%

Webduniya

0.0%

0.9%

0.7%

1%

Manoramaonline

0.9%

0.7%

0.7%

2%

Khoj

0.0%

0.6%

0.5%

1%

Kerala

0.0%

0.5%

0.4%

1%

Jagran

0.4%

0.2%

0.3%

0.5%

Chennaionline

0.0%

0.3%

0.3%

0.6%

MSN

0.0%

0.1%

0.1%

0.8%

10%

13%

13%

15%

Others

Table 66: Preferred website for real estate Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

429

1,615

2,044

5,129

Google

23%

23%

23%

17%

Yahoo

25%

14%

16%

14%

Realestates

12%

14%

14%

10%

Magicbricks

11%

13%

12%

14%

99acres

8%

8%

8%

10%

Rediff

5%

5%

5%

7%

Indiatimes

0.6%

2%

2%

2%

Indiaproperty

0.2%

2%

1%

5%

Property

0.3%

1%

1%

3%

Sify

0.6%

1%

1%

1%

Realtor

0.0%

0.7%

0.5%

0.4%

MSN

0.3%

0.5%

0.5%

0.5%

Manoramaonline

0.2%

0.4%

0.4%

0.5%

Keralarealestate

0.0%

0.5%

0.4%

0.3%

Sulekha

0.9%

0.2%

0.3%

1%

Indiabulls

0.4%

0.2%

0.3%

0.4%

NDTV

0.4%

0.1%

0.2%

0.3%

Chennaionline

0.0%

0.2%

0.2%

0.4%

13%

15%

14%

12%

Others

146

Table 67: Preferred info search engine - English Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

794

2,524

3,318

7,874

Google

72%

76%

75%

75%

Yahoo

16%

7%

9%

10%

English

2%

4%

4%

3%

Wikipedia

1%

2%

2%

1%

Rediff

2%

2%

2%

2%

Dictionary

0.2%

1%

0.8%

1%

Indiatimes

0.3%

0.7%

0.6%

0.5%

MSN

0.3%

0.6%

0.5%

1%

Altavista

0.8%

0.4%

0.5%

0.3%

Timesofindia

0.0%

0.4%

0.3%

0.3%

Sify

0.3%

0.3%

0.3%

0.4%

BBC

0.4%

0.1%

0.2%

0.5%

5%

6%

5%

5%

Others

Table 68: Preferred website for instant messaging Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

990

3,053

4,043

8,632

Yahoo

69%

65%

66%

63%

Google Talk

11%

15%

14%

14%

Rediffbol

7%

9%

9%

10%

Orkut

6%

4%

4%

3%

MSN

2%

2%

2%

5%

Meebo

1%

2%

2%

1%

Indiatimes

0.2%

0.5%

0.4%

0.4%

Skype

0.0%

0.1%

0.1%

0.6%

AIM

0.0%

0.2%

0.1%

0.3%

2%

2%

2%

3%

Others

147

Table 69: Preferred website for social networking/communities Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

614

2,050

2,664

5,227

Orkut

68%

74%

72%

64%

Yahoo

17%

10%

12%

16%

0.9%

1%

1%

1%

Hi5

1%

0.8%

0.9%

0.9%

Myspace

2%

0.2%

0.6%

0.6%

Bharatstudent

0.5%

0.5%

0.5%

0.4%

Tagged

0.3%

0.3%

0.3%

0.4%

MSN

0.3%

0.4%

0.3%

1%

Ryze

0.0%

0.2%

0.1%

0.3%

Linkedin

0.0%

0.2%

0.1%

0.3%

Fropper

0.1%

0.1%

0.1%

0.4%

Friends

0.0%

0.2%

0.1%

1%

Others

10%

13%

12%

14%

Communities

148

Table 70: Preferred website for astrology Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

619

2,101

2,720

6,357

Yahoo

40%

23%

27%

22%

Astrology

18%

23%

22%

19%

Google

11%

16%

15%

11%

Rediff

4%

6%

6%

9%

Indiatimes astrospeak

4%

6%

6%

8%

Horoscope

3%

3%

3%

2%

Sarafreder

0.3%

3%

3%

3%

MSN

2%

2%

2%

3%

Sify

0.7%

2%

2%

3%

Astrolife

2%

0.8%

1%

2%

Santabanta

2%

0.8%

1%

0.7%

Webulagam

0.1%

0.8%

0.7%

0.4%

Paramdhaam

0.0%

0.9%

0.7%

0.5%

Astrogyan

0.7%

0.7%

0.7%

0.8%

Astroyogi

0.4%

0.7%

0.6%

0.8%

2%

0.3%

0.6%

0.5%

Timesofindia

0.2%

0.5%

0.5%

0.6%

Indianastrology

0.3%

0.6%

0.5%

0.8%

Webduniya

0.1%

0.5%

0.4%

0.6%

Indya

0.4%

0.5%

0.4%

0.5%

Ivillage

0.2%

0.3%

0.3%

0.8%

Bejandaruwalla

0.2%

0.4%

0.3%

0.6%

Astroworld

0.3%

0.3%

0.3%

0.3%

Astrologyzone

0.0%

0.3%

0.3%

0.4%

Tarot

0.0%

0.2%

0.2%

0.3%

Manoramaonline

0.0%

0.2%

0.2%

0.4%

Kundli

0.4%

0.2%

0.2%

0.2%

Jagran

0.0%

0.2%

0.2%

0.2%

Ganeshaspeaks

0.3%

0.1%

0.1%

0.3%

Cyberastro

0.0%

0.2%

0.1%

0.3%

Astrocenter

0.0%

0.0%

0.0%

0.6%

8%

7%

7%

9%

Astroindia

Others

149

Table 71: Preferred website for online learning/education Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

790

2,314

3,104

6,571

Google

30%

38%

36%

34%

Yahoo

14%

8%

9%

10%

Wikipedia

6%

8%

7%

6%

Education

4%

3%

3%

3%

Ebizel

2%

2%

2%

1%

0.1%

3%

2%

2%

1%

2%

2%

4%

0.1%

2%

2%

1%

W3schools Rediff Onlinelearning Indiatimes

1%

1%

1%

1%

Goiit

3%

0.2%

1%

0.5%

Onlineeducation

2%

0.7%

0.9%

0.8%

ICFAI

0.7%

1%

0.9%

1%

Howstuffworks

0.6%

0.8%

0.8%

0.6%

Freshersworld

0.0%

1%

0.8%

0.5%

Annauniversity

0.7%

0.8%

0.8%

0.8%

IGNOU

0.0%

1%

0.7%

1%

Dewsoftoverseas

0.5%

0.7%

0.7%

0.5%

Learning

0.3%

0.7%

0.6%

0.5%

ICAI

0.7%

0.5%

0.6%

0.5%

2%

0.3%

0.6%

1%

Microsoft

0.7%

0.5%

0.5%

0.9%

Britishcouncil

0.9%

0.4%

0.5%

0.4%

Worldwidelearn

0.7%

0.3%

0.4%

0.3%

Answers

0.6%

0.3%

0.4%

0.4%

Symbiosis

0.0%

0.4%

0.3%

0.4%

Pubmed

0.0%

0.2%

0.2%

0.5%

NCERT

0.7%

0.1%

0.2%

0.3%

MSN

0.0%

0.3%

0.2%

1%

Mit.edu

0.1%

0.3%

0.2%

0.2%

BBC

0.3%

0.1%

0.2%

0.5%

Gurukul

0.0%

0.1%

0.1%

0.4%

English

0.3%

0.1%

0.1%

0.2%

Others

27%

23%

24%

24%

CBSE

150

Table 72: Preferred blog sites Blog Sites

Teenagers

Young Adults

All Youth

All Users

Sample Base

175

649

824

1,853

Google

20%

27%

25%

21%

Yahoo

22%

18%

19%

18%

Ibibo

9%

12%

12%

10%

Blogger

10%

10%

10%

11%

Blogspot

4%

9%

8%

11%

Rediff

2%

8%

7%

10%

Tagged

16%

0.7%

4%

2%

7%

2%

3%

2%

0.1%

4%

3%

2%

3%

1%

2%

1%

Indiatimes

0.3%

2%

2%

2%

MSN

0.6%

1%

1%

1%

Youtube

1%

0.8%

0.9%

2%

Myspace

1%

0.6%

0.8%

0.7%

Fropper

1%

0.3%

0.5%

0.3%

Mouthshut

0.1%

0.4%

0.3%

1%

Monster

0.0%

0.3%

0.3%

0.2%

TimesofIndia

0.0%

0.4%

0.3%

0.4%

Sulekha

0.0%

0.0%

0.0%

0.7%

4%

2%

3%

2%

Hi5 Debonairblog Mylot

Others

151

Table 73: Other language preferred for local language content Language

Teenagers

Young Adults

All Youth

All Users

Sample Base

103

376

479

1,388

Hindi

20%

25%

24%

19%

Tamil

18%

15%

16%

19%

Malayalam

27%

13%

15%

15%

Telugu

6%

16%

14%

13%

Marathi

8%

12%

11%

12%

Kannada

7%

5%

5%

6%

Bengali

8%

4%

4%

6%

Gujarati

4%

2%

2%

3%

Konkani

0.0%

2%

2%

0.8%

Urdu

0.7%

1%

1%

0.7%

Punjabi

0.5%

1%

0.9%

0.5%

1%

0.6%

0.7%

1%

Assamese

0.8%

0.2%

0.3%

0.1%

Maithili

0.0%

0.3%

0.2%

0.1%

Manipuri

0.0%

0.3%

0.2%

0.1%

Sanskrit

0.0%

0.2%

0.2%

0.1%

Bundeli

0.0%

0.1%

0.1%

0.0%

Haryanvi

0.0%

0.2%

0.1%

0.0%

Awadhi

0.0%

0.0%

0.0%

0.1%

Bhojpuri

0.0%

0.0%

0.0%

0.1%

Bodo

0.0%

0.0%

0.0%

0.1%

Kanauji

0.0%

0.0%

0.0%

0.1%

Kashmiri

0.0%

0.0%

0.0%

0.0%

Marwari

0.0%

0.0%

0.0%

0.0%

Santhali

0.0%

0.0%

0.0%

0.0%

Tulu

0.0%

0.0%

0.0%

0.1%

1%

3%

3%

2%

Oriya

Others

152

Table 74: Preferred website for checking local language content Website

Teenagers

Young Adults

All Youth

All Users

Sample Base

103

376

479

1,388

Google

20%

21%

21%

12%

Yahoo

23%

8%

10%

8%

4%

8%

7%

7%

Webulagam

13%

5%

6%

4%

Webduniya

4%

6%

6%

4%

Marathiworld

1%

5%

4%

4%

Eeandu

4%

3%

3%

7%

0.2%

3%

3%

3%

Thinamalar

2%

3%

3%

5%

Rediff

2%

2%

2%

3%

Jagran

2%

1%

2%

3%

Banglalive

1%

2%

2%

2%

Tamilcinema

0.2%

2%

2%

4%

Dainikjagran

0.0%

2%

1%

2%

3%

0.9%

1%

1%

Malayalamanorama

Esakal

Gujratsamachar Keralakaumudi

3%

0.9%

1%

3%

Kannadaaudio

0.0%

1%

1%

2%

Dinakaran

0.0%

1%

1%

0.6%

Sakal

0.0%

1%

1%

0.7%

Bhaskar

0.0%

1%

1%

0.5%

Matrubhumi

5%

0.0%

0.9%

1%

Amarujala

0.2%

0.7%

0.6%

0.9%

bbchindi

0.0%

0.7%

0.6%

0.7%

Epatra

0.0%

0.5%

0.4%

0.5%

1%

0.1%

0.2%

2%

Deepika

0.0%

0.2%

0.2%

0.7%

Maharashtratimes

0.0%

0.1%

0.1%

0.3%

Dailythanthi

0.0%

0.1%

0.1%

0.6%

Thatskannada

0.4%

0.0%

0.1%

0.6%

Vaartha

0.0%

0.1%

0.1%

0.7%

Kumudam

0.0%

0.0%

0.0%

1%

13%

20%

19%

19%

Anandabazaar

Others

153

Table 75: Response to online marketing stimulus Response To Online Marketing Stimulus

Teenagers

Young Adults

All Youth

All Users

1,065

3,370

4,435

10,888

Clicked a sponsored search ad

33%

33%

33%

37%

Clicked a banner ad

47%

45%

46%

47%

8%

11%

10%

14%

Participated in an online contest

39%

40%

40%

43%

Bid/Bought in an Online auction

18%

22%

21%

23%

Bought in a special promotion / deal

14%

19%

18%

21%

None of the above

31%

30%

30%

27%

Sample Base

Clicked a product/service e-mailer

154

Table 76: Top of mind recall for brands Brand

Teenagers

Young Adults

All Youth

All Users

2,501

7,514

10,015

24,288

Nokia

7%

8%

8%

7%

Sony

6%

7%

6%

8%

Nike

5%

4%

4%

3%

Tata

3%

4%

4%

5%

LG

3%

3%

3%

4%

Adidas

3%

3%

3%

2%

Reliance

2%

3%

2%

3%

Microsoft

3%

2%

2%

2%

Reebok

2%

3%

2%

1%

Samsung

2%

2%

2%

2%

HLL

1%

2%

2%

3%

Pepsi

2%

2%

2%

2%

Colgate

1%

2%

2%

3%

Google

2%

1%

1%

1%

Levis

2%

1%

1%

0.9%

Hero Honda

2%

1%

1%

1%

HP

1%

1%

1%

1%

0.9%

1%

1%

1%

Intel

1%

1%

1%

0.9%

Bajaj

0.9%

1%

1%

1%

Airtel

Sample Base

IBM

0.8%

1%

1%

0.9%

Coca Cola

1%

0.8%

0.9%

1%

Lakme

1%

0.8%

0.9%

0.7%

Raymonds

0.8%

0.9%

0.9%

1%

Sony Ericsson

0.9%

0.9%

0.9%

0.5%

Honda

0.6%

0.9%

0.8%

0.8%

Apple

0.6%

0.8%

0.8%

0.4%

Amul

0.6%

0.7%

0.7%

0.7%

Britannia

0.9%

0.6%

0.7%

0.6%

1%

0.6%

0.7%

0.6%

Lee

0.6%

0.7%

0.7%

0.5%

Philips

0.7%

0.7%

0.7%

1%

Mercedes

0.6%

0.6%

0.6%

0.5%

Motorola

Cadbury

0.6%

0.6%

0.6%

0.4%

Nestle

1%

0.5%

0.6%

0.4%

Wipro

0.3%

0.7%

0.6%

0.6%

BSNL

0.6%

0.5%

0.5%

0.4%

Compaq

0.7%

0.5%

0.5%

0.5%

Garnier

0.7%

0.4%

0.5%

0.3%

Godrej

0.1%

0.7%

0.5%

2%

HCL

0.7%

0.4%

0.5%

0.5%

Maruti

0.5%

0.5%

0.5%

2%

Onida

0.3%

0.5%

0.5%

0.7%

Videocon

0.6%

0.5%

0.5%

0.7%

155

BPL

0.8%

0.3%

0.4%

0.6%

Dabur

0.3%

0.4%

0.4%

0.4%

Infosys

0.7%

0.3%

0.4%

0.2%

Parle

0.5%

0.3%

0.4%

0.4%

Pepe

0.7%

0.4%

0.4%

0.2%

Peter England

0.4%

0.4%

0.4%

0.4%

Provogue

0.5%

0.3%

0.4%

0.2%

Spykar

0.5%

0.3%

0.4%

0.2%

Titan

0.4%

0.4%

0.4%

0.4%

Yamaha

0.4%

0.4%

0.4%

0.3%

Bata

0.1%

0.3%

0.3%

0.4%

Dell

0.2%

0.4%

0.3%

0.3%

Denim

0.5%

0.2%

0.3%

0.2%

Hutch

0.3%

0.2%

0.3%

0.2%

Hyundai

0.1%

0.3%

0.3%

0.3%

John Players

0.3%

0.3%

0.3%

0.2%

Johnson & Johnson

0.3%

0.3%

0.3%

0.3%

L`Oreal

0.2%

0.3%

0.3%

0.2%

Lenovo

0.5%

0.3%

0.3%

0.3%

Pantaloon

0.3%

0.4%

0.3%

0.3%

Thums Up

0.8%

0.1%

0.3%

0.2%

Whirlpool

0.3%

0.3%

0.3%

0.4%

Amway

0.4%

0.2%

0.2%

0.3%

BMW

0.1%

0.3%

0.2%

0.2%

Canon

0.2%

0.2%

0.2%

0.2%

Fair & Lovely

0.4%

0.1%

0.2%

0.1%

Ferrari

0.4%

0.2%

0.2%

0.1%

Horlicks

0.1%

0.3%

0.2%

0.2%

ISI

0.1%

0.2%

0.2%

0.2%

ITC

0.1%

0.3%

0.2%

0.3%

Kingfisher

0.2%

0.2%

0.2%

0.3%

Koutons

0.3%

0.2%

0.2%

0.1%

Maggi

0.1%

0.2%

0.2%

0.1%

Suzuki

0.1%

0.2%

0.2%

0.2%

MRF

0.1%

0.2%

0.2%

0.1%

Pepsodent

0.2%

0.2%

0.2%

0.2%

Ponds

0.1%

0.2%

0.2%

0.3%

Ray Ban

0.2%

0.3%

0.2%

0.1%

Revlon

0.4%

0.2%

0.2%

0.1%

Surf

0.2%

0.2%

0.2%

0.4%

Toyota

0.1%

0.3%

0.2%

0.3%

TVS

0.1%

0.3%

0.2%

0.2%

Wills

0.2%

0.1%

0.2%

0.2%

Woodland

0.1%

0.3%

0.2%

0.2%

Yahoo

0.0%

0.2%

0.2%

0.1%

Allen Solly

0.1%

0.2%

0.1%

0.1%

Armani

0.0%

0.1%

0.1%

0.0%

Arrow

0.0%

0.1%

0.1%

0.1%

156

Brooke Bond

0.1%

0.1%

0.1%

0.2%

Chevrolet

0.0%

0.1%

0.1%

0.0%

Dettol

0.0%

0.1%

0.1%

0.1%

Ford

0.1%

0.1%

0.1%

0.1%

Gillette

0.1%

0.1%

0.1%

0.1%

Gucci

0.1%

0.1%

0.1%

0.1%

Hamam

0.3%

0.0%

0.1%

0.1%

Honda City

0.0%

0.1%

0.1%

0.1%

ICICI

0.0%

0.2%

0.1%

0.4%

Killer

0.2%

0.1%

0.1%

0.2%

Kodak

0.1%

0.1%

0.1%

0.1%

Lifebuoy

0.1%

0.2%

0.1%

0.2%

Louis Phillip

0.1%

0.1%

0.1%

0.1%

Lux

0.2%

0.1%

0.1%

0.2%

Mahindra & Mahindra

0.1%

0.1%

0.1%

0.1%

Mcdonald

0.0%

0.1%

0.1%

0.1%

Nescafe

0.1%

0.1%

0.1%

0.1%

P&G

0.0%

0.1%

0.1%

0.1%

Panasonic

0.3%

0.1%

0.1%

0.1%

Park Avenue

0.1%

0.1%

0.1%

0.1%

Rediff

0.0%

0.1%

0.1%

0.1%

Reid & Taylor

0.0%

0.1%

0.1%

0.0%

Rolex

0.3%

0.1%

0.1%

0.1%

Sify

0.1%

0.1%

0.1%

0.1%

Skoda

0.1%

0.1%

0.1%

0.1%

Tata Motors

0.0%

0.1%

0.1%

0.0%

Tata Tea

0.0%

0.1%

0.1%

0.1%

Van Huesen

0.1%

0.1%

0.1%

0.1%

Versace

0.2%

0.1%

0.1%

0.1%

Acer

0.1%

0.1%

0.1%

0.1%

Axe

0.2%

0.1%

0.1%

0.1%

Idea

0.1%

0.1%

0.1%

0.1%

Lays

0.1%

0.1%

0.1%

0.1%

Ranbaxy

0.1%

0.1%

0.1%

0.1%

Sahara

0.0%

0.1%

0.1%

0.1%

Sansui

0.2%

0.0%

0.1%

0.1%

Citi Bank

0.0%

0.0%

0.0%

0.0%

Close Up

0.0%

0.0%

0.0%

0.2%

Fevicol

0.0%

0.0%

0.0%

0.1%

GE

0.0%

0.0%

0.0%

0.0%

Gold Flake

0.0%

0.1%

0.0%

0.1%

HDFC

0.0%

0.0%

0.0%

0.0%

IFB

0.0%

0.0%

0.0%

0.1%

LIC

0.0%

0.0%

0.0%

0.1%

Mark & Spencer

0.0%

0.0%

0.0%

0.0%

NIIT

0.1%

0.0%

0.0%

0.0%

Nirma

0.0%

0.0%

0.0%

0.1%

Parker

0.1%

0.0%

0.0%

0.1%

157

Pears

0.0%

0.0%

0.0%

0.0%

Red Label

0.0%

0.0%

0.0%

0.0%

Rin

0.0%

0.0%

0.0%

0.1%

Santro

0.0%

0.0%

0.0%

0.1%

SBI

0.0%

0.0%

0.0%

0.0%

Scorpio

0.0%

0.0%

0.0%

0.0%

Siemens

0.0%

0.1%

0.0%

0.0%

Taj

0.0%

0.0%

0.0%

0.1%

Tanishq

0.0%

0.0%

0.0%

0.0%

Tata Indica

0.0%

0.0%

0.0%

0.0%

Tata Indicom

0.0%

0.0%

0.0%

0.1%

Times of India

0.0%

0.1%

0.0%

0.1%

VIP

0.0%

0.0%

0.0%

0.1%

Voltas

0.0%

0.1%

0.0%

0.0%

VSNL

0.0%

0.0%

0.0%

0.0%

Zodiac

0.0%

0.1%

0.0%

0.1%

L&T

0.0%

0.0%

0.0%

0.1%

TCS

0.0%

0.1%

0.0%

0.1%

Glaxo

0.0%

0.0%

0.0%

0.0%

HSBC

0.0%

0.0%

0.0%

0.0%

MTNL

0.0%

0.0%

0.0%

0.0%

Satyam

0.0%

0.0%

0.0%

0.0%

Liberty

0.0%

0.0%

0.0%

0.0%

Others

18%

15%

16%

14%

158

Table 77: Most preferred TV channel TV Channel

Teenagers

Young Adults

All Youth

All Users

Sample Base

1,340

3,919

5,259

12,631

Star Plus

16%

13%

14%

13%

Discovery

7%

8%

8%

7%

M TV

7%

4%

5%

3%

Ten Sports

6%

4%

5%

3%

Star Movies

3%

4%

4%

3%

Sony

3%

4%

4%

4%

HBO

3%

4%

3%

4%

Sun TV

4%

3%

3%

5%

NDTV

2%

4%

3%

5%

Aajtak

2%

4%

3%

5%

ESPN

3%

3%

3%

3%

Star One

3%

3%

3%

3%

Zee TV

2%

3%

3%

3%

DD 1

2%

3%

2%

2%

National Geographic

2%

2%

2%

2%

Star World

2%

2%

2%

2%

Cartoon Network

2%

2%

2%

1%

AXN

1%

2%

2%

1%

TV 9

2%

2%

2%

2%

Zoom

3%

0.7%

1%

0.9%

CNN IBN

0.7%

1%

1%

2%

Disney Channel

2%

0.9%

1%

0.6%

Sab TV

2%

1%

1%

1%

0.8%

1%

1%

0.8%

1%

0.9%

1%

1%

BBC

2%

0.6%

1%

0.8%

E TV

0.3%

1%

1%

1%

Pogo

2%

0.8%

1%

0.9%

CNBC

0.4%

1%

0.9%

2%

Gemini

0.5%

1%

0.9%

0.9%

Sun Music Asianet

Travel & Living

1%

0.9%

0.9%

0.9%

Animal Planet

0.3%

1%

0.8%

0.7%

SS Music

0.5%

0.8%

0.8%

0.4%

Star Sports

0.5%

1%

0.8%

0.8%

Vijaya TV

0.4%

1%

0.8%

0.7%

Set Max

0.7%

0.5%

0.6%

0.5%

1%

0.3%

0.6%

0.4%

Zee Cinema

0.2%

0.7%

0.6%

0.5%

Zee Music

0.4%

0.6%

0.6%

0.3%

Animax

0.5%

0.5%

0.5%

0.2%

Any Music Channel

0.7%

0.4%

0.5%

0.4%

F TV

0.2%

0.6%

0.5%

0.5%

Sahara One

0.8%

0.3%

0.5%

0.4%

ETC

0.0%

0.5%

0.4%

0.2%

Vh1

159

Maa TV

1%

0.1%

0.4%

0.3%

Star News

0.6%

0.3%

0.4%

1%

V Channel

0.5%

0.4%

0.4%

0.3%

NDTV Profit

0.3%

0.5%

0.4%

0.5%

Jetix

0.9%

0.2%

0.4%

0.2%

Headlines Today

0.4%

0.3%

0.3%

0.2%

History Channel

0.7%

0.2%

0.3%

0.5%

Star Gold

0.2%

0.3%

0.3%

0.2%

MH1

0.3%

0.3%

0.3%

0.2%

Aawaz

0.4%

0.1%

0.2%

0.2%

Any News Channel

0.1%

0.2%

0.2%

0.4%

Any Sports Channel

0.0%

0.3%

0.2%

0.4%

Dd News

0.0%

0.3%

0.2%

0.3%

Etv Kannada

0.1%

0.2%

0.2%

0.4%

India TV

0.0%

0.3%

0.2%

0.4%

Udaya TV

0.0%

0.3%

0.2%

0.3%

Zee News

0.1%

0.2%

0.2%

0.4%

NDTV24*7

0.2%

0.2%

0.2%

0.3%

Star Utsav

0.1%

0.2%

0.2%

0.1%

Times Now

0.0%

0.2%

0.2%

0.3%

Hungama TV

0.6%

0.1%

0.2%

0.1%

Any Movie Channel

0.1%

0.1%

0.1%

0.1%

Astha

0.0%

0.1%

0.1%

0.0%

B4U

0.0%

0.1%

0.1%

0.1%

Etv Marathi

0.0%

0.1%

0.1%

0.1%

God

0.4%

0.0%

0.1%

0.1%

Raj TV

0.0%

0.1%

0.1%

0.0%

Surya TV

0.0%

0.1%

0.1%

0.6%

Teja TV

0.0%

0.1%

0.1%

0.1%

Zee Café

0.0%

0.1%

0.1%

0.1%

Zee Marathi

0.0%

0.1%

0.1%

0.3%

Hall Mark

0.0%

0.1%

0.1%

0.1%

Ibnlive

0.0%

0.1%

0.1%

0.2%

Aditya

0.0%

0.0%

0.0%

0.0%

Alfa Marathi

0.0%

0.0%

0.0%

0.1%

Etv Bangla

0.0%

0.0%

0.0%

0.1%

Jaya TV

0.0%

0.0%

0.0%

0.1%

K TV

0.0%

0.0%

0.0%

0.0%

Kairali TV

0.0%

0.1%

0.0%

0.3%

Sahara TV

0.0%

0.0%

0.0%

0.0%

Sanskar

0.0%

0.0%

0.0%

0.0%

Star Anand

0.0%

0.0%

0.0%

0.1%

Zee Business

0.0%

0.1%

0.0%

0.1%

Zee English

0.0%

0.0%

0.0%

0.0%

Zee Studio

0.0%

0.0%

0.0%

0.0%

All Telugu

0.1%

0.0%

0.0%

0.0%

India Vision

0.0%

0.0%

0.0%

0.1%

Nick

0.0%

0.0%

0.0%

0.0%

160

Sahara Samay

0.0%

0.0%

0.0%

0.0%

Smile TV

0.0%

0.0%

0.0%

0.0%

Zee Bangla

0.0%

0.0%

0.0%

0.0%

Akasha Bangla

0.0%

0.0%

0.0%

0.0%

Peace TV

0.0%

0.0%

0.0%

0.0%

Local

0.0%

0.0%

0.0%

0.1%

Kiran TV

0.0%

0.0%

0.0%

0.1%

Zee Primier

0.0%

0.0%

0.0%

0.0%

Set Pix

0.1%

0.0%

0.0%

0.0%

Win Cable

0.0%

0.0%

0.0%

0.0%

Others

0.7%

2%

1%

1%

161

Table 78: Most preferred newspaper Newspaper

Teenagers

Young Adults

All Youth

All Users

1,348

3,934

5,282

12,762

The Times of India

33%

34%

34%

35%

The Hindu

25%

21%

22%

18%

The Hindustan Times

8%

6%

7%

6%

Deccan Chronicle

4%

5%

4%

4%

Dainik Bhaskar

3%

3%

3%

2%

The Telegraph

4%

2%

3%

3%

Eenadu

1%

3%

3%

3%

Indian Express

4%

2%

2%

3%

The Tribune

2%

2%

2%

2%

Dainik Jagran

1%

2%

2%

2%

0.6%

2%

2%

2%

1%

1%

1%

1%

0.3%

2%

1%

1%

Mumbai Mirror

1%

1%

1%

0.9%

Malyalam Manorama

1%

1%

1%

2%

Mid Day

0.5%

1%

1%

1%

Dinamalar

0.6%

1%

1%

1%

Amar Ujala

0.6%

0.8%

0.8%

0.5%

Vijay Karnataka

0.3%

1%

0.8%

1%

Deccan Herald

0.8%

0.7%

0.7%

1%

Lokmat

0.7%

0.6%

0.6%

0.6%

Mathrubhumi

0.4%

0.6%

0.6%

0.6%

Nav Hindi Times

0.1%

0.7%

0.6%

0.4%

Anand Bazar Patrika

0.1%

0.7%

0.5%

0.8%

Daily Thanthi

0.2%

0.7%

0.5%

0.6%

Sakal

0.7%

0.5%

0.5%

0.6%

Divya Bhaskar

0.4%

0.4%

0.4%

0.5%

Punjab Kesari

0.1%

0.5%

0.4%

0.3%

Rajasthan Patrika

0.3%

0.4%

0.4%

0.5%

Dinakaran

0.3%

0.3%

0.3%

0.4%

Nai Dunia

0.2%

0.3%

0.3%

0.2%

Business Line

0.2%

0.2%

0.2%

0.3%

Business Standard

0.1%

0.2%

0.2%

0.1%

Hitvada

0.5%

0.1%

0.2%

0.2%

Loksatta

0.1%

0.3%

0.2%

0.4%

Prajavani

0.0%

0.3%

0.2%

0.3%

Sandesh

0.3%

0.2%

0.2%

0.4%

Kannada praba

0.0%

0.2%

0.2%

0.1%

Dharitri

0.0%

0.1%

0.1%

0.1%

Gulf News

0.0%

0.1%

0.1%

0.1%

Maharashtra Times

0.1%

0.1%

0.1%

0.2%

Mumbai Samachar

0.0%

0.1%

0.1%

0.1%

Nav Bharat Times

0.3%

0.1%

0.1%

0.3%

Prabhat Khabar

0.0%

0.1%

0.1%

0.1%

Sample Base

The Economic Times DNA Gujrat Samachar

162

Samaj

0.3%

0.0%

0.1%

0.1%

Sambad

0.0%

0.2%

0.1%

0.1%

The Statesman

0.1%

0.1%

0.1%

0.2%

Vartha

0.0%

0.1%

0.1%

0.1%

Udayavani

0.0%

0.1%

0.1%

0.1%

Bangalore Times

0.2%

0.0%

0.1%

0.1%

Vijaya Times

0.2%

0.1%

0.1%

0.3%

Kerala Kaumudi

0.0%

0.1%

0.1%

0.2%

Andhra Jyoti

0.0%

0.0%

0.0%

0.1%

Asian Age

0.1%

0.0%

0.0%

0.0%

Dinamani

0.0%

0.0%

0.0%

0.1%

Employment News

0.0%

0.0%

0.0%

0.0%

Financial Express

0.0%

0.0%

0.0%

0.0%

Free Press Journal

0.0%

0.0%

0.0%

0.0%

Jansatta

0.0%

0.0%

0.0%

0.0%

Madhyamum

0.0%

0.0%

0.0%

0.0%

Pudhari

0.0%

0.0%

0.0%

0.0%

Rashtriya Sahara

0.0%

0.0%

0.0%

0.0%

Saamna

0.0%

0.0%

0.0%

0.1%

Sanmarg

0.0%

0.0%

0.0%

0.0%

Siasat

0.2%

0.0%

0.0%

0.0%

The Pioneer

0.0%

0.0%

0.0%

0.0%

Vartaman

0.0%

0.0%

0.0%

0.0%

Tarun Bharat (Marathi)

0.0%

0.0%

0.0%

0.0%

india Today

0.0%

0.0%

0.0%

0.0%

Pratidin (Local)

0.1%

0.0%

0.0%

0.1%

Janshakti

0.0%

0.1%

0.0%

0.0%

Aaj Kal

0.0%

0.0%

0.0%

0.0%

Inquilab

0.0%

0.0%

0.0%

0.0%

Greater Kashmir

0.0%

0.0%

0.0%

0.0%

Sambad

0.0%

0.0%

0.0%

0.0%

Mint

0.0%

0.0%

0.0%

0.0%

2%

0.8%

1%

0.8%

Others

163

Table 79: Most preferred magazine Magazine

Teenagers

Young Adults

All Youth

All Users

1,060

3,165

4,225

10,515

India Today

19%

20%

20%

23%

Sports Star

8%

6%

7%

4%

Digit

8%

6%

6%

3%

Reader's Digest

7%

5%

6%

7%

The Week

5%

5%

5%

5%

Film Fare

5%

5%

5%

3%

Femina

2%

5%

4%

4%

Autocar India

6%

2%

3%

2%

Star Dust

5%

2%

3%

2%

Chip

2%

3%

2%

2%

Sample Base

Business World

0.4%

3%

2%

2%

Outlook

1%

2%

2%

4%

Women's Era

1%

2%

2%

2%

Business Today

0.2%

2%

2%

2%

Electronics For You

0.7%

2%

2%

1%

Competition Success Review

2%

1%

2%

1%

0.9%

1%

1%

0.8%

2%

0.9%

1%

0.6%

Swathi

0.7%

1%

1%

2%

Cricket Samrat

0.8%

1%

1%

0.6%

Grihshobha

0.2%

1%

0.9%

0.9%

Time

0.1%

1%

0.9%

0.6%

Ananda Vikatan

0.9%

0.8%

0.8%

1%

Cosmopolitan

0.5%

0.8%

0.8%

0.8%

Health

0.4%

0.9%

0.8%

0.5%

Kumudham

0.3%

1%

0.8%

1%

Business & Economy

0.1%

0.9%

0.7%

0.5%

Computers Today

0.6%

0.7%

0.7%

0.7%

Fortune India

0.3%

0.7%

0.6%

0.7%

1%

0.3%

0.5%

0.3%

National Geographic

0.4%

0.5%

0.5%

0.6%

PC Quest

0.0%

0.7%

0.5%

0.6%

Science Reporter

0.6%

0.5%

0.5%

0.6%

PC World

0.5%

0.5%

0.5%

0.3%

Business India

0.0%

0.6%

0.4%

0.7%

Chitralekha

0.5%

0.3%

0.4%

0.7%

Gladrags

0.5%

0.4%

0.4%

0.3%

Meri Saheli

0.1%

0.6%

0.4%

0.5%

Safari

0.5%

0.4%

0.4%

0.3%

Vanita

0.2%

0.4%

0.4%

1%

Graphiti

India Times Overdrive

Brunch

0.9%

0.2%

0.4%

0.2%

Champak

1%

0.1%

0.3%

0.1%

Debonair

0.2%

0.3%

0.3%

0.2%

Sananda

0.2%

0.3%

0.3%

0.3%

164

Aha Zindagi

0.0%

0.3%

0.2%

0.2%

Anandamela

0.4%

0.1%

0.2%

0.2%

Elle

0.3%

0.1%

0.2%

0.1%

Inside Outside

0.0%

0.3%

0.2%

0.3%

Maxim

0.4%

0.1%

0.2%

0.2%

Outlook Money

0.0%

0.2%

0.2%

0.4%

Playboy

0.2%

0.2%

0.2%

0.3%

Today

0.2%

0.2%

0.2%

0.5%

Living Digital

0.1%

0.2%

0.2%

0.1%

Animation Reporter

0.5%

0.1%

0.2%

0.1%

Bikes

0.1%

0.3%

0.2%

0.1%

Abhiyan

0.0%

0.1%

0.1%

0.2%

Anandalok

0.0%

0.1%

0.1%

0.0%

Auto India

0.0%

0.1%

0.1%

0.1%

Aval Vikatan

0.0%

0.2%

0.1%

0.2%

Better Photography

0.0%

0.1%

0.1%

0.1%

Business Week

0.0%

0.1%

0.1%

0.3%

Buzz

0.0%

0.1%

0.1%

0.1%

Capital Market

0.0%

0.1%

0.1%

0.2%

Chronicle

0.3%

0.1%

0.1%

0.2%

Cineblitz

0.0%

0.1%

0.1%

0.2%

Dalal Street

0.1%

0.1%

0.1%

0.3%

Good House Keeping

0.0%

0.1%

0.1%

0.3%

Linux For You

0.2%

0.1%

0.1%

0.2%

Manorama

0.0%

0.1%

0.1%

0.2%

Saras Salil

0.0%

0.1%

0.1%

0.1%

Sarita

0.1%

0.0%

0.1%

0.2%

Society

0.0%

0.1%

0.1%

0.1%

Sudha

0.3%

0.1%

0.1%

0.3%

Top Gear

0.2%

0.1%

0.1%

0.1%

Saheli

0.0%

0.1%

0.1%

0.0%

Wisdom

0.1%

0.1%

0.1%

0.7%

Sakhi

0.1%

0.0%

0.1%

0.0%

Nirogadhaam

0.0%

0.1%

0.1%

0.1%

Andra Jyoti

0.0%

0.1%

0.1%

0.1%

Automobiles

0.3%

0.1%

0.1%

0.1%

Auto World

0.0%

0.1%

0.1%

0.0%

Business Times

0.0%

0.0%

0.0%

0.0%

Data Quest

0.0%

0.0%

0.0%

0.2%

Deccan Chronicle

0.0%

0.0%

0.0%

0.1%

Desh

0.0%

0.0%

0.0%

0.2%

Developer IQ

0.0%

0.0%

0.0%

0.0%

Frontline

0.0%

0.1%

0.0%

0.1%

Grihlakshmi

0.0%

0.0%

0.0%

0.0%

Junior Vikatan

0.0%

0.0%

0.0%

0.2%

Kadambini

0.0%

0.0%

0.0%

0.0%

Lokprabha

0.0%

0.0%

0.0%

0.1%

Mathrubhumi

0.0%

0.0%

0.0%

0.0%

165

Outlook Traveller

0.0%

0.0%

0.0%

0.0%

Pratiyogita Darpan

0.0%

0.0%

0.0%

0.0%

Saptahik Sakal

0.0%

0.0%

0.0%

0.1%

Savvy

0.0%

0.0%

0.0%

0.1%

Taranga

0.0%

0.0%

0.0%

0.2%

The Economist

0.0%

0.0%

0.0%

0.2%

Saptahik Bartaman

0.0%

0.0%

0.0%

0.1%

Mans World

0.0%

0.0%

0.0%

0.0%

Money life

0.0%

0.0%

0.0%

0.1%

Chandamama

0.1%

0.0%

0.0%

0.1%

Kurukshetra

0.0%

0.0%

0.0%

0.0%

Business Standard

0.0%

0.0%

0.0%

0.1%

Economical Times

0.1%

0.0%

0.0%

0.0%

9%

8%

8%

7%

Others

Table 80: Most preferred radio channel Radio Channel

Teenagers

Young Adults

All Youth

All Users

Sample Base

879

2,780

3,659

8,205

Radio Mirchi

31%

41%

38%

38%

Red FM

16%

13%

14%

12%

Radio City

13%

11%

12%

11%

6%

8%

7%

11%

AIR Suryan FM

11%

6%

7%

6%

Big FM

5%

6%

6%

5%

AIR FM GOLD

4%

5%

5%

5%

AIR FM RAINBOW

7%

4%

4%

4%

Fever FM

2%

4%

3%

3%

Power FM

2%

1%

1%

0.8%

World Space

0.8%

1%

1%

2%

Go FM

0.5%

0.9%

0.8%

0.8%

BBC

0.0%

0.4%

0.3%

1%

Amar FM

0.8%

0.0%

0.2%

0.3%

Hum FM

0.0%

0.0%

0.0%

0.0%

Others

0.9%

0.7%

0.8%

1%

166

Appendix

167

Table 81: City type classification by market size

REGIONS 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

CITY TYPE BY MARKET SIZE 1

Metros

Urban Uptowns

Emerging Towns

Others

Guwahati

Bhubaneswar Cuttack Raipur Others from East India

Aurangabad Goa Jabalpur Nashik Rajkot Solapur Others from West India

1

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.

168

Table 82: Socio Economic Classification (SEC) Grid

Chief Wage Earner's 2 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

2

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.

169

Index: Charts Graph 1: Distribution by city class based on market size ................ 13 Graph 2: Region-wise distribution of online youth ........................ 14 Graph 3: Place of access ...................................................... 16 Chart 4: Gender breakup ...................................................... 26 Chart 5: Age group distribution .............................................. 27 Chart 6: City class - by population size ..................................... 28 Chart 7: City class - by market size.......................................... 29 Chart 8: Region-wise break-ups .............................................. 31 Chart 9: Socio economic classification ...................................... 33 Chart 10: Highest educational qualification................................ 34 Chart 11: Occupational break up............................................. 35 Chart 12: Function / field of occupation ................................... 36 Chart 13: Head of the household............................................. 37 Chart 14: Monthly family income ............................................ 38 Chart 15: Most expensive vehicle owned by the household.............. 39 Chart 16: Ownership of credit cards (individually)........................ 40 Chart 17: Current loan liabilities............................................. 42 Chart 18: Years of experience in using internet ........................... 43 Chart 19: Place of accessing internet ....................................... 44 Chart 20: Type of internet connection at home ........................... 45 Chart 21: Type of internet connection at office........................... 46 Chart 22: Service provider subscribed to at home ........................ 47 Chart 23: Service provider subscribed to at office ........................ 48 Chart 24: Frequency of accessing internet from home ................... 49 Chart 25: Frequency of accessing internet from office................... 50 Chart 26: Time of the day accessing internet from home ............... 51 Chart 27: Time of the day accessing internet from office ............... 52 Chart 28: Duration of PC usage from home................................. 53 Chart 29: Duration of internet usage from home.......................... 54 Chart 30: Duration of PC usage from office ................................ 55 Chart 31: Duration of internet usage from office ......................... 56 Chart 32: Time spent by internet users on watching TV ................. 57 Chart 33: Time spent by internet users on reading newspaper ......... 58 Chart 34: Time spent by internet users on listening to radio ........... 59 Chart 35: Professional activities ............................................. 62 Chart 36: Personal activities.................................................. 63 Chart 37: Downloading activities............................................. 64 Chart 38: E-commerce related activities ................................... 65 Chart 39: Online shopping..................................................... 66 Chart 40: Blogging activities .................................................. 67 Chart 41: Member of an online community................................. 68 Chart 42: Problems faced while surfing the internet ..................... 72 Chart 43: Multiple user shares of email websites ......................... 74 Chart 44: Number of email accounts and average per capita email ids 75 Chart 45: Response to online marketing stimulus ........................ 104

170

Index: Change from Previous Year Graphs

Chart 1: Gender breakup ...................................................... 26 Chart 2: Age group distribution .............................................. 27 Chart 3: City class - by market size.......................................... 29 Chart 4: Region-wise break-ups .............................................. 31 Chart 5: Socio economic classification ...................................... 33 Chart 6: Highest educational qualification ................................. 34 Chart 7: Occupational break up .............................................. 35 Chart 8: Function / field of occupation..................................... 36 Chart 9: Head of the household .............................................. 37 Chart 10: Monthly family income ............................................ 38 Chart 11: Most expensive vehicle owned by the household.............. 39 Chart 12: Ownership of credit cards (individually)........................ 40 Chart 13: Years of experience in using internet ........................... 43 Chart 14: Place of accessing internet ....................................... 44 Chart 15: Type of internet connection at home ........................... 45 Chart 16: Type of internet connection at office........................... 46 Chart 17: Service provider subscribed to at home ........................ 47 Chart 18: Service provider subscribed to at office ........................ 48 Chart 19: Frequency of accessing internet from home ................... 49 Chart 20: Frequency of accessing internet from office................... 50 Chart 21: Time of the day accessing internet from home ............... 51 Chart 22: Time of the day accessing internet from office ............... 52 Chart 23: Duration of PC usage from home................................. 53 Chart 24: Duration of internet usage from home.......................... 54 Chart 25: Duration of PC usage from office ................................ 55 Chart 26: Duration of internet usage from office ......................... 56 Chart 27: Time spent by internet users on watching TV ................. 57 Chart 28: Time spent by internet users on reading newspaper ......... 58 Chart 29: Time spent by internet users on listening to radio ........... 59 Chart 30: Professional activities ............................................. 62 Chart 31: Personal activities.................................................. 63 Chart 32: Downloading activities............................................. 64 Chart 33: E-commerce related activities ................................... 65 Chart 34: Online shopping..................................................... 66 Chart 35: Multiple user shares of email websites ......................... 74 Chart 36: Number of email accounts and average per capita email ids 75 Chart 37: Response to online marketing stimulus ........................ 104

171

Index: Tables Table 1: Detailed sample base distribution of the land survey ........... 6 Table 2: Teenagers vis-à-vis Young Adults among the Online Youth ... 12 Table 3: Distribution by socio-economic classification ................... 13 Table 4: Gender make up of online youth .................................. 14 Table 5: Online activities undertaken more by the online youth than the overall net users (Top 10) ..................................................... 17 Table 6: Online activities undertaken more by online youth this year compared to the previous year (Top 11).................................... 17 Table 7: Relative popularity of blogging and social networking among teenagers and young adults ................................................... 18 Table 8: Relative popularity of blogging and social networking among teenagers and young adults ................................................... 18 Table 9: Online youth as online consumers................................. 19 Table 10: Most popular websites at overall level.......................... 19 Table 11: Most popular websites among online youth for specific online activities ......................................................................... 20 Table 12: Most popular websites among teenagers vis-à-vis young adults for specific online activities .................................................. 22 Table 13: Top 10 cities ........................................................ 30 Table 14: Preferred language of reading ................................... 32 Table 15: Household asset ownership ....................................... 41 Table 16: Popularity of various internet activities ........................ 60 Table 17: Membership by type of online community ..................... 69 Table 18: Most used local language websites (other than English) ..... 70 Table 19: Online activities desired in other languages ................... 71 Table 20: Preferred websites - emailing .................................... 73 Table 21: Top of mind unaided recall - all websites ...................... 76 Table 22: Most used website - all websites................................. 77 Table 23: Info search (English) ............................................... 78 Table 24: Info search (local language) ...................................... 79 Table 25: Job search ........................................................... 80 Table 26: Booking travel tickets ............................................. 81 Table 27: Online shopping (other than travel tickets).................... 82 Table 28: Online news ......................................................... 83 Table 29: Financial news & info (rates, quotes, etc.) .................... 84 Table 30: Online share trading ............................................... 85 Table 31: Real estate info..................................................... 86 Table 32: Matrimonial search................................................. 87 Table 33: Dating/friendship search.......................................... 88 Table 34: Social networking/communities ................................. 89 Table 35: Online gaming....................................................... 90 Table 36: Download mobile content......................................... 91 Table 37: Preferred instant messaging applications ...................... 92 Table 38: Download music .................................................... 93 Table 39: Sports content ...................................................... 94 Table 40: Cinema content..................................................... 95 Table 41: Most used local language websites (other than English) ..... 96 Table 42: Preferred blog sites ................................................ 97 Table 43: Preferred astrology website ...................................... 98 Table 44: Preferred online learning / education website................ 99 Table 45: Favorite TV channels ............................................. 100 Table 46: Favorite newspapers .............................................. 101 Table 47: Favorite magazines ............................................... 102 Table 48: Favorite radio channels .......................................... 103 Table 49: TOM recall for brands............................................. 105

172

Index: Segment wise Detailed Tables Table 1: Gender breakup ..................................................... 107 Table 2: Age group distribution ............................................. 107 Table 3: City class - by population size .................................... 108 Table 4: City class - by market size ........................................ 108 Table 5: City wise distribution .............................................. 109 Table 6: Region-wise break-ups ............................................. 110 Table 7: Preferred language of reading .................................... 111 Table 8: Socio economic classification ..................................... 112 Table 9: Highest educational qualification ................................ 112 Table 10: Occupational break up ........................................... 112 Table 11: Function / field of occupation .................................. 113 Table 12: Head of the household ........................................... 113 Table 13: Monthly family income ........................................... 113 Table 14: Most expensive vehicle owned by the household ............ 114 Table 15: Ownership of credit cards (individually)....................... 114 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 ....................... 118 Table 23: Service provider subscribed to at office....................... 118 Table 24: Frequency of accessing internet from home .................. 119 Table 25: Frequency of accessing internet from office ................. 119 Table 26: Time of the day accessing internet from home .............. 120 Table 27: Time of the day accessing internet from office .............. 120 Table 28: Duration of internet usage from home......................... 121 Table 29: Duration of internet usage from office ........................ 121 Table 30: Duration of internet usage during weekdays.................. 121 Table 31: Duration of internet usage during weekends ................. 122 Table 32: Duration of PC usage from home ............................... 122 Table 33: Duration of PC usage from office ............................... 122 Table 34: Time spent by internet users on watching TV ................ 123 Table 35: Time spent by internet users on reading newspaper ........ 123 Table 36: Time spent by internet users on listening to radio .......... 123 Table 37: Professional activities ............................................ 124 Table 38: Personal activities................................................. 124 Table 39: Downloading activities ........................................... 125 Table 40: E-commerce related activities .................................. 125 Table 41: Online shopping.................................................... 125 Table 42: Blogging activities ................................................. 126 Table 43: Member of an online community ............................... 126 Table 44: Membership by type of online community .................... 127 Table 45: Usage of other language websites .............................. 127 Table 46: Online activities desired in other languages .................. 128 Table 47: Problems faced while surfing the internet .................... 128 Table 48: Top of mind unaided recall - all websites ..................... 129 Table 49: Most used website - all websites................................ 131 Table 50: Preferred website for emailing ................................. 132 Table 51: Multiple user shares of email websites ........................ 132 Table 52: Preferred website for job search ............................... 133

173

Table 53: Preferred website for mobile content ......................... 134 Table 54: Preferred website for sports .................................... 135 Table 55: Preferred website for travel products ......................... 136 Table 56: Preferred website for matrimony............................... 137 Table 57: Preferred website for financial news/info .................... 138 Table 58: Preferred website for cinema ................................... 139 Table 59: Preferred website for online share/stock trading............ 140 Table 60: Preferred website for games .................................... 141 Table 61: Preferred website for online shopping......................... 142 Table 62: Preferred website for online news ............................. 143 Table 63: Preferred website for friendship/dating ...................... 144 Table 64: Preferred website for music ..................................... 145 Table 65: Preferred info search engine - local language ................ 146 Table 66: Preferred website for real estate............................... 146 Table 67: Preferred info search engine - English ......................... 147 Table 68: Preferred website for instant messaging ...................... 147 Table 69: Preferred website for social networking/communities ..... 148 Table 70: Preferred website for astrology................................. 149 Table 71: Preferred website for online learning/education ............ 150 Table 72: Preferred blog sites ............................................... 151 Table 73: Other language preferred for local language content....... 152 Table 74: Preferred website for checking local language content .... 153 Table 75: Response to online marketing stimulus ........................ 154 Table 76: Top of mind recall for brands ................................... 155 Table 77: Most preferred TV channel....................................... 159 Table 78: Most preferred newspaper ....................................... 162 Table 79: Most preferred magazine......................................... 164 Table 80: Most preferred radio channel ................................... 166 Table 81: City type classification by market size ........................ 168 Table 82: Socio Economic Classification (SEC) Grid ...................... 169

174

175

176