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India Online Landscape 2011. Profiling ‘online Indians’ as internet users and consumers . What’s new this year!. Estimate of internet users ‘universe’ includes those accessing internet on their mobile phone

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india online landscape 2011

India Online Landscape 2011

Profiling ‘online Indians’ as internet users and consumers

what s new this year
What’s new this year!
  • Estimate of internet users ‘universe’ includes those accessing internet on their mobile phone
  • Users also profiled as consumers of a variety of products and services(FMCG products, Wearables, Household & Kitchen durables, Automobiles, Banking services, Mobile and Travel services)
  • Data updates (except internet users universe estimates) to be available on quarterly basis
study overview
Study Overview
  • Most recent and comprehensive estimates of Internet user-ship in India

User-ship estimates based on a land surveyconducted among 201,839 individuals spread across all 4 regions of the country between Apr-Mid June 2011 (covering 32,876 households in 104 cities and 15,889 households in 766 villages). Estimates cover both ‘regular’ and ‘occasional’ users as well as both ‘computer’ and ‘mobile’ based internet users

  • Insightful understanding of net usage behavior and preferences of regular online Indians

Findings on ‘net usage dynamics’, ‘online activities undertaken’, ‘website preferences’ and ‘consumption and lifestyle preferences’ are based on an online survey conducted between Mar-Mid June 2011 among 12,425 ‘active’ internet users from Juxt’s own online panel of 180,000+ internet users. Quarterly updates will also have 10,000+ sample per quarter

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

Includes their socio-economic status, consumption preferences of a variety of products and services, online shopping behavior and website and media preferences reported on the ‘most used’ basis. Website preferences captured for over 40 online verticals/domains and brand preferences for over 50 product/service categories

  • This year’s annual land survey was conducted between Apr-Mid June 2011 to profile and estimate ‘internet users’ in India. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the key, and 80 of the total 88 regions in India as per latest classification by NSSO)
  • The selection of towns and villages was done to attempt a best possible but a practical ‘geographical’ coverage of the Indian population. The sampling within the selected towns was done on ‘2-stage random’ basis(firstly a random selection of polling booths, and then a random selection of households from the electoral list within each of the randomly selected polling booths); village sampling was done on systematic random basis(selection of every nth house in the village)
  • Net usage dynamics, usage behavior and website preferences were captured from the ‘actual’ internet users in an online survey using Juxt’s own 180,000+ member Internet User Panel (
  • The online panel and survey data was made representative of the entire online Indian population (and not just of the online panel members or those surveyed) by using ‘demographic weights’ of internet users as derived from the land survey
  • Representation ‘weights’ were derived and applied on 5 demographic parameters– zone, urban district/ village class, SEC, gender and age, while correction was also made for ‘preferred language of reading’. Only authentic ‘Govt. of India’ base-level population statistics were used for this purpose (NSSO/Census)
growth is back
‘Growth’ is back!
  • ‘Active’ Internet users in India stand at 65 million ( 28%from 51 million last year)
  • 61 million ‘regular’ users (46 mn urban users, 16 mn rural users)
  • Internet reaches 29 million Indian households (avg. users per household up marginally at 2.23)
  • Covers 11.3% of all Indian households and 5.4% of all Indians (13% urban, 2% rural)
  • Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33%

* ‘Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’

multi access but mobile internet hasn t taken off
‘Multi-access’ , but mobile internet hasn’t taken off
  • Access up from all places (avg. place of access up at 2.23 from 1.76)
  • ‘Home’ is the single largest place of access (58%), and the most preferred place of access (43%). Only ‘Home’ and ‘transit’ show growth in usage on ‘preferred place’ basis
  • Growth largely ‘PC’ driven (access on mobile phones still only among 1 in 4 internet user)
  • Mobile adding only ‘depth of usage’ (8 out of 10 mobile internet users are ‘dual’ users, ‘only mobile’ based usage a lowly 3% - 1.8 million users)
  • Overall, internet growth noticeably more in ‘metros’ and ‘urban uptowns’
popular online activities top 10

Search, Interactivity, Entertainment and Shopping

Popular Online Activities – Top 10

Average number of online activities undertaken per person – 18 (+1)

online buying picking momentum
Online buying picking momentum!
  • 4 out of 5 internet users ‘shop’ online (search or buy online), translating into a 50 million strong online consumer base
  • 17 mn of these ‘online shoppers’ (or 29% of all internet users), also ‘buy’ online - 70% from 10 million last year
  • Online buyers of ‘non-travel’ products (13.5 million) outnumber ‘travel’ ones (8.6 million)
  • Most bought ‘non-travel’ products were mobile phones & accessories (56%), computer hardware and consumer electronics (35% each) and movie tickets (30%). Most bought ‘travel’ products were train tickets (83%) and air tickets (58%)
almost half the online indians head their hh
Almost half the online Indians ‘head’ their HH
  • Almost 2/3rd of all internet users are ‘employed’ (up by 7%), and 71% of the employed ones ‘head’ of their households
  • 2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly family income of `18,720; 1 in 4 have a credit card
  • Female user-ship ‘inch’ up further at 27% (but ‘housewives’ segment declines)
  • ‘25-35 years’ user segment grows further as the ‘single largest’ online age group
internet is intrinsic to their lifestyle
Internet is ‘intrinsic’ to their lifestyle
  • 9 out of 10 ‘home’ and ‘office’ based online Indians log on to the net ‘daily’
  • Almost half of all ‘home based’ net users are ‘heavy users’ of internet (spending >2 hours a day on weekdays). Less than 1 in 3 of them spend that kind time on other media
  • Net surfing is among top 3 favorite ‘indoor entertainment’ for 3 out of 4 of them
  • 9 out of 10 of them (86%) use some ‘social media’(networking, communities, blogs, tweets, reviews)
  • ‘Listening to music’, ‘cinema’ (largely Indian) and ‘gaming’ are their biggest hobbies
  • Like in 2010, all the India Online reports are available as query-based online datasets with findings presented as tables/graphs/charts (no PDF reports anymore)
  • There is an overall level dataset, called ‘India Online Universe’, with findings presented on the base of ‘all internet users’
  • In addition, there are a series of supplementary datasets with each dataset presenting findings at a specific ‘category’ or ‘user segment’ base level (here the sample base is the ‘subset’ of internet users belonging to a specific ‘user segment’ like women , youth, SEC wise, town type wise, etc; or undertaking a specific ‘online activity’ like emailing, social networking, job search, etc. The supplementary dataset outlines the internet usage behavior and preferences of these subsets of internet users only)

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey


Juxt India Online Syndicated Datasets

Consumer Segment


Online Verticals


Overall Internet User

Level Dataset

Youth Online

Generic Portals

13-24 year old internet users

Online Shopping

Non-travel products

Women Online

Women internet users

Online Travel

India Online Universe

Urbanites Online


Job Search

Net users by their SEC profile

All Internet Users – Demographics,

Psychographics, Internet Usage, Media Usage

Social Networking

Online Socialites

Social media users on the net

Professional Networking

Rendezvous Online


Search Engine - English

Net users by place of access

Mobile & Online

Online News

Search Location/Maps

Speed Online

Net users by type of connection

Net users using internet on mobile phones

Online Sports Content

Cricket, Other Sports

Online City Line

Financial Info Search

Corporate Online

Net users by town classes


Online Share Trading

Corporate employees on the net

Students Online

Students on the net

Net Telephony

Book Movie Tickets

Auto Owners Online

Investors Online

Net users as financial investors

Online Games

Download Movies

Car & 2-wheeler owning net users

Download Videos

Online Music

CC Online

Credit card owners as net users

Picture Sharing

Online Real Estate

Online Lingua

Techie Online

IT Professionals on the net

Mobile Content Download

Vernacular language net users



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

* 10.3% service tax extra


Payment Terms & Delivery

  • Payment Terms : 50% advance, 50% after delivery of all datasets/reports
  • Delivery Timeline : Base Datasets (India Online Universe / India Online Master Dataset)
  • Week of 18th July 2011
          • : Supplementary (Segment / Vertical) Level Datasets
          • 2 days per dataset thereafter from date of order
          • : PowerPoint Report
          • 1 week per dataset report thereafter from date of order
  • Reporting Format : Query access based online dataset
india online landscape dataset information coverage
India Online Landscape Dataset(Information Coverage)

Size Estimates of Internet Users in India

(All India, Urban/Rural, By States, By City Class/Village Class, Top 25 urban districts)

  • Total internet using households, No. of internet users per household, Total Internet using individuals
  • Regular internet users (at least once a month) versus occasional internet users
  • Users accessing internet from only mobile, only computers, both mobile and computers

Geographics of Internet Users

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

Personal Demographics of Internet Users

  • Gender, Age, Weight, Height, Marital Status, Generational classification by age, Status in the household (CWE or other earning member or dependent member of the household)
  • Occupation, Individual Income classification (if earning), Education, Medium of education, Preferred language of reading

Personal Psychographics of Internet Users

  • Current Priorities & Aspirations: Most important priorities in life currently, Parameter that defines ‘status in the society’ for them
  • Current & Pastimes: Current hobbies and interests, Favorite indoor and outdoor activities/pastimes,
india online landscape dataset information coverage1
India Online Landscape Dataset(Information Coverage)

Other entertainment/outing activities undertaken regularly, Current living celebrity look up to

  • Personal likes & preferences: kind of music listen to, kind of movies like to watch, favorite sports, food and clothing

Personal Consumption Lifestyle Orientation

  • Enthusiasm towards shopping
  • Factors give preference to when deciding place of buying
  • Attributes give importance to most when buying products and services

Personal Consumption Preferences

  • Whether use/avail of the following products and services, along with brand used:

Banking & financial services - saving bank account, life insurance, medical insurance, owns a credit card with card type owned, whether owns a Demat account and invests in financial instruments

Processed foods & beverages- Milk additives, Namkeens, Potato chips, Jam, Noodles, Pasta, Corn Flakes/Oats, Frozen Vegetables, Frozen Meat Products, Ketchup/Sauce, Packaged Cakes, Biscuits, Chocolates , Toffees/Candies, Mouth Fresheners, Chewing gums, Coffee, Tea, Soft Drinks, Fruit drinks, Fruit Juice, Bottled water, Squashes/Concentrates

Personal care products – Soap bars, Shower gel/Body wash, Shampoo, Hair conditioner, Hair oil, Hair gel, Hair color, Face cream, Fairness cream, Moisturizer/Body lotion, Talcum powder, Deodorant, Perfume, Face wash, Face cleansers, Toothpaste/powder, Tooth brush, Mouthwash, Hand-wash liquid soap, Hand sanitizer gel, Toilet paper

india online landscape dataset information coverage2
India Online Landscape Dataset(Information Coverage)

Wearables - Jewelry, Watch, Readymade Shirts, T-shirts, Readymade Trousers, Jeans, Readymade suit, Shoe, Innerwear

Travel services - whether availed of any in last 3 months – air travel, train travel, bus travel, hotel stay, holiday package

  • Whether in next 6 months likely to finish education, change job, get married, or expect a birth in the house
  • Whether order Pizza for home delivery

Personal Mobile Usage Behavior

  • Whether uses a mobile phone, No. of connections/SIMs used, Whether has landline phone at home

For most used connection – type of connection technology, plan type (pre-paid/post-paid), Service provider name, Services subscribed to, Handset brand, Price of handset and features present on this most used handset

Personal Media Usage

  • Whether use TV (including genre of channels watched), Whether use Radio, Newspaper and Magazines
  • Daily duration of usage during weekdays and weekend for each of the media used
  • Most watched TV channels by genre of channels, most read newspaper and magazines, most listened to radio channel
india online landscape dataset information coverage3
India Online Landscape Dataset(Information Coverage)

Household’s Socio-Economic Profile

  • Family classification by lifecycle stage, Family size
  • Highest occupation and education level in the household, Neo-SEC Classification, CWE Occupation, CWE Education, Conventional SEC classification
  • Monthly Household Income (MHI), No. of earning members in the family, Average per capita household income,
  • Ownership status and size (carpet area) of house living in
  • Durables and Kitchen wear owned in the household - House, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, Home theater, TV Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, PC/Laptop, Video Game Player, Inverter/UPS, Electric iron, Geyser, Water purifier, Food processor, Toaster, Sandwich maker, Electric chimney
india online landscape dataset information coverage4
India Online Landscape Dataset(Information Coverage)

Net usage status and dynamics

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

Online shopping behavior (Only in ‘Online Travel’ and ‘Online Shopping’ Dataset)

  • Penetration of online shoppers (only search) and buyers (search and buy), Reasons for not buying online where applicable
  • Travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying, average monthly spends
  • Non-travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying, average monthly spends
  • Online payment modes used
  • Motivations of buying online and problems faced while buying online
india online landscape dataset information coverage5
India Online Landscape Dataset(Information Coverage)
  • Popular online activities undertaken and most used websites
  • Most used generic website/portal
  • Whether undertake, and the most used website for each of the following online activities:
      • Emailing  Instant Messaging/Chatting
      • Use Emailing on Mobile  Follow Tweets
      • Info Search (English)  Location/Map Search
      • Job Search  Travel Search/Booking
      • Real Estate Info  Online Shopping (other than travel products)
      • Search/Buy Books  General News
      • Business/Financial News  Financial Info (rates, quotes, etc.)
      • Net Banking  Online Share Trading
      • PC to PC & PC to Phone based Net Telephony  PC to Mobile messaging (SMS)
      • Matrimonial Search  Dating/Friendship
      • Social Networking  Sharing Pictures
      • Sharing Videos  Watch Videos
      • Professional Networking  Pay Bills Online
      • Gaming  Stream/Listen to Music
      • Download Music  Download Movies
      • Cricket Content  Cinema Content
      • Non-cricket Sports Content  Book Movie Tickets
      • Download Mobile Content  Educational Info Search
      • Health & Lifestyle Info  Online Education/Tutorials
      • E-greetings  Astrology
      • Online Communities

Contact Details

  • Address : 7, Kehar Singh Estate, Westend Marg

Lane 2, Said-ul-Ajaib, New Delhi – 110030

  • Telephone : +91-11-29535098, +91-9811256502
  • Contact Person : Sanjay Tiwari
  • Email :
  • Website :