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| IMRB

In Association with Internet & Mobile Association of India (IAMAI)


presents

Facilitating
Citius,
Citius, Altius,
Altius, Fortius
(Faster, Higher, Stronger)

Internet In India
1
Table of Contents

1.0 Introduction 4
2.0 Glossary of Terms Used 5-7

3.0 Growth of Internet in India 8-14


3.1 Internet User - Year 2008 (All India) 9

3.2 Emerging Rural Internet Market 10


3.3 Urban Internet Market 11
3.4 Growth Rate of Internet Penetration - Urban 12
3.5 Far-Reaching Internet Services 13
3.6 Youth Continues to Drive the Internet Growth 14
4.0 Internet Access Points 15-18
4.1 Continuous Growth of PC Owners and Internet Subscribers 16
4.2 Rise in the Internet Access From Office 17
4.3 The Convenience, Cost & Content Sought Trade-off 18

2
Table of Contents
5.0 Important Internet Applications 19-22
5.1 Increasing Share of Pie for Online Entertainment 20
5.2 Preference of Applications Vary among Demographic Segments 21
5.3 The Growing Stickiness Index 22
6.0 Enablers of Internet in India 23-27
6.1 Barriers for Internet Usage 24
6.2 Essentials for Internet Penetration – Urban 25
6.3 Essentials for Internet Penetration – Rural 26
6.4 Likeliness of Usage of Different Applications 27
A1.0 Annexure: Study Methodology & Sampling Procedure - Urban 28-33

A1.1 Target Segment and City Selection 29-30


A1.2 Household Listing Interview Sampling Procedure 31-32
A1.3 Sample Size of Households Covered for Profiling 33
A2.0 Annexure: Study Methodology & Sampling Procedure – Rural 34-36
A2.1 Criteria for Selection of States 35
A2.2 Criteria for Selecting Districts in the States 36

3
1.0 Introduction
India has witnessed continuous growth in the Internet adoption in certain sections of society -
predominant patterns exist mostly in urban areas. Internet users have started utilizing this
technology not merely for information search or communication but also for leisure activities.

Different online applications like entertainment – gaming, movies and music as well as user-
generated content on the web has made Internet a virtual world. Over the web, users are interacting,
learning and building relationships. Rural areas of the country, however, have just started to
recognize the importance of this medium.

Various technological developments are redefining options of accessing the Internet. These
technologies are expected to play a vital role in enabling improved adoption of the Internet across
different geographies. The emerging technologies such as WiMAX, 3G and WiBro promise to provide a
last mile connectivity and allow new access points such as PDAs and kiosks.

This report aims to map the growth of Internet in India. It is a part of a syndicated study conducted
annually by IMRB International in association with IAMAI.

Internet in India (I-Cube) reports are based on a primary survey conducted across 30 cities - among
20,000 Households, 90,000 individuals, 1000 SMEs and 500 Cyber Cafes. To extend the scope of this
study, we have carried out this research across 100 rural centers to understand Internet behaviour in
rural areas.

This extensive exercise makes this study one of the largest researches in the Internet domain in
India.
4
2.0 Glossary of Terms Used

PC Literate: Individuals who know how to use a PC. While this term does not signify the
extent of PC usage, it means that a computer literate is able to work on a PC without
assistance.

Claimed User: An individual who has used the Internet at any point in time in the past.
This gives us a clear indication as to how many Indians have experienced Internet at
least once in their lifetime. These may also be called as ‘Ever Users’.

Active User: An individual who has used the Internet at least once in the last 1 month.

Internet Non-User: An individual who has not accessed Internet at any point in time.

Internet Non-Owner: An individual who belongs to a household which does not own an
Internet connection.

Top 8 Metros: The top 8 cities in India in terms of population.

Small Metros: Cities which are not a part of top 8 metros but have more than 1 Million
population.
5
2.0 Glossary of Terms Used
Non-Metros : Towns with population between 0.5 million to 1 Million.

Small Towns: Towns with population of less than 0.5 million.

Socio-Economic Classification (SEC): A classification that indicates the


affluence level of a household to which an individual belongs. SEC is defined
by the education and occupation of the chief wage earner (CWE) of a
household. SEC is divided into 8 categories - A1, A2, B1, B2, C, D, E1, and
E2 (in decreasing order of affluence).

School-Going Kids: Kids studying in school and above 8 years of age. They
are in the age group of 8-17, although, a small proportion could be over 18
years.

College-Going Students: Youths studying in college (graduate, post-


graduate and doctoral). Most students are in the age group of 18-25,
although, a small proportion will be below 18 and over 25 years.

6
2.0 Glossary of Terms Used

Young Men: Men in the age group of 21-35 years who are not school or college-
going students. This segment includes all those who are employed as well as
unemployed.

Older Men: Men in the age group of 36-58 years employed or otherwise.

Working Women: Women in the age group of 21-58 years and employed outside
home.

Non Working Women: Women in the age group of 25-58 years of age and are not
working. This segment includes housewives as well as non-working young women
who are not school or college-going students.

Stickiness Index: Stickiness Index is a composite of how often a media is accessed


and how much time is spent on it.

7
3.0 Growth of the Internet in India

8
3.1 Internet User: Year 2008 (All India)

Total Population ~ 818 Mn*

Total Literate Population ~ 573 Mn*

Total English Knowing~ 149 Mn*

Total Computer Literate ~ 87.1Mn

March 2008
Urban
Claimed Internet users~50 Mn
Active Internet Users~36 Mn

Rural
Claimed Internet users~5.5 Mn
Active Internet Users~3.3 Mn

September 2008 (Est.)


Urban
Claimed Internet users~57 Mn
Active Internet Users~ 42 Mn

Rural estimates not available

*- Source-NRS 2006
(Population with 12 years of age and above)

9
3.2 Emerging Rural Internet Market

818 Mn*
Total Indian Population
Approximately 70% of Indian population reside in Rural areas of the
country. Literacy rate in the rural areas has been reported at 65%.

568 Mn*
Interestingly, English-speaking population in Rural India is only 63
Rural Population
Mn which is 17% of the total literate population. The I-Cube research
estimates that nearly 15.1 Mn Population in the rural areas are
computer literate. Of which, 5.5 Mn have used the Internet in the
past.
368 Mn*
Rural Literate Population
With nearly 0.6% of penetration in the total population, there are 3.3
Mn Active Internet users. Non-Government Organizations (NGOs),
GOI initiatives, community service centers and CSR activities by
private companies have played a significant role in ensuring this 63 Mn*
penetration. Rural English-Speaking Population

Considering such high levels of literacy rate coupled with relatively


low English-speaking population, it is imperative to provide need-
based online applications. These applications need to be in 15.1 Mn
vernacular/regional language and preferably with TTS (Text to Rural Computer Literates
Speech) capabilities to ensure high adoption of the Internet. It would
be better if visual symbols, graphics and rich media are used to
develop applications in rural areas.
5.5 Mn
Rural Claimed Internet Users
However, would India have bandwidth to support it across rural
infrastructure?

3.3 Mn
Rural Active Internet Users
*- Source-NRS 2006

10
3.3 Urban Internet Market
818 Mn*
Total Indian Population
With 250 Mn urban population in India, 82% of them are literate
and of these, only 31% are English-speaking.
250 Mn*
Urban Population
However, of 86 Mn (42% of 205 Mn), 84% are PC-literate. This
indicates that PC literacy and usage are highly associated with
English-speaking ability.
205 Mn*
Urban Literate Population
As urban Internet penetration reaches a saturated level there is a
need for innovative information delivery which could ensure
increase in the time spent on the Internet.
86 Mn*
Urban English-Speaking Population

User generated content such as blogs, TLC (Trying out, links and
communities) could help in increasing time spent over the Internet
(i.e. conversion of light users to heavy Internet users). 72 Mn – March 2008
85 Mn – September 2008 (Est.)
Urban Computer Literates
Other critical utility applications like E-commerce could help in
furthering Internet non-users towards adopting this medium.

50 Mn – March 2008
128 Mn of the Urban population has not adopted the medium due 57 Mn – September 2008 (Est.)
Urban Claimed Internet Users
to non-familiarity with English language, which forms the potential
target segment for usage of vernacular content on the web.

36 Mn – March 2008
42 Mn – September 2008 (Est.)
*- Source-NRS 2006 Urban Active Internet Users

11
3.4 Growth Rate of Urban Internet Population Base: All India (Urban)
(All figures in Million)
Sep-08 85
Computer Literate

Growth in computer-literacy in urban India has Mar-08 72

increased in the year 2008 compared to 2007. Sep-07 65

This indicates continued acceptance of Mar-07 62

2006 59
technology in the lives of people, in addition, to 53
2004
decrease in prices of PC and hardware. 2003 42

2001 31

2000 16

Sep-08
Claimed Internet User

57
70% of computer literates have used Internet in Mar-08 50

the past - a healthy sign for Internet industry in Sep-07 46

India. Government Initiatives, online E- Mar-07 42

commerce applications and entertainment are 2006 32

the main applications other than Information 2004 16

search for fueling this growth. 2003 12

2001 9

5
2000

Sep-08 42

Compared to previous years, the growth rate in


Active Internet User

Mar-08 36

Active Internet users for year 2008 has Sep-07 32

reduced. This is a sign of possible saturation in Mar-07 29

the urban Internet market. This seems to be a 2006 21

right time to explore opportunities in the rural 2004 11

market. 2003 8

2001 4

2000 2

Such estimates were not possible for rural India as we have started studying rural Internet pattern from the current year
only. 12
3.5 Far-Reaching Internet Services Base: All India Claimed Internet Users (Urban)
(All figures in Million)

5 Mn 9 Mn 12 Mn 16 Mn 32 Mn 46 Mn 50 Mn

There is an increase in the number of 5%


4%
20% 20% 19%
claimed Internet users over the years 13% 29% 29% 30%

across all town classes. 7% 7% 6%

15% 20% 10% 12%


Compared to last year, percentage of 19% 12%

claimed users across different town classes 20%


21% 21%
remained similar for this year. 77%

58%
This shows that people from non-metros 55% 55%
41% 38% 37%
and smaller towns are getting exposed to
this medium.
2000 2001 2003 2004 2006 2007 2008

Top 8 Metros Other Metros 5-10 lakh towns Less than 5 lakh towns

Base: All India Claimed Internet Users (Urban)


(All figures in Million)
Increase in the number of claimed
5 Mn 9 Mn 12 Mn 16 Mn 32 Mn 46 Mn 50 Mn
6% 3% 5%
Internet users in the SEC D&E shows
9% 12% 11% 9%

15% 21%
that Internet has started to reach the
17%
18% 18%
23%
23% bottom of the pyramid i.e. to the less
affluent classes of the society.
29%
32%
31% 29%
35%
33%
32%
This rise in the subscriber base could
be because of:
• Higher literacy levels, and
49%
41% 40% 41% 42% 39% 37%
• Decrease in the prices of PCs

2000 2001 2003 2004 2006 2007 2008

SEC A SEC B SEC C SEC D&E 13


3.6 Youth Continue to Drive the Internet Growth
Base: Active Internet users (Urban)
30 cities in 2007-08
26 cities in 2006
22 cities in 2004
16 cities in 2000 - 2003
Since the adoption of new technologies and 3.1 Mn 4.9 Mn 7.5 Mn 13.2 Mn 15.4 Mn 17.9 Mn
services is high among young generation, 10% 7% 8% 6% 6% 6%
most of the content over the Internet is 8% 7% 9% 11% 11%
9%
focused on the age group of 18-35 years.
15% 17% 15% 14%
13% 15%

There is a significant increase in the


26% 26%
percentage of college-going students in the 27% 32%
33%
30%
Active Internet user base compared to the
other demographic segments. Such an
increase could be due to various 23% 27% 26%
information searches required for 26% 21% 27%

academic, entertainment or employment


purposes. 19% 16% 15% 12% 14% 12%

2001 2003 2004 2006 2007 2008


School going kids College going Young men
Older men Working women Non working women

Other sticky applications like user-generated content and social networking websites are
attracting the youth of the country and helping them to explore virtual world comprising
different experiences.

Online entertainment is evolving as the major driver for propelling growth of the Internet
among young generation. Specifically, online gaming is major growth area in this vertical
with huge investments by content providers and developers.
14
4.0 Internet Access Points

15
4.1 Continuous Growth of PC Owners and Internet Subscribers
Base: All India PC & Internet Owning HHs (Urban)
Figures in ‘000

There has been 36% growth in PC 76% 7,805

Owners over the last year. This could 68%


be due to fall in PC prices and increase
62%
in the awareness of benefits in using a 58%
PC. 54% 54% 5,723
51%
4,846
An increase of 25% in the number of
Internet subscribers over the past year 43% 3,878
3,861
has been observed. This increase is in
part due to penetration of the Internet 2,927
2,550
in the less affluent classes of the 27%
1,886
society and smaller towns. 1,550
1,304
1,073 1,025
Also, higher popularity of user- 732 837
9% 461 624
generated content like blogs, reviews 288 25 126 318
and social networking websites like
1997 - 98 1998 - 99 1999 - 00 2000 - 01 2001 - 02 2002 - 03 2003 - 04 2005-06 2006-07 2007-08
facebook.com, orkut.com have lead to
continuous increase in this penetration
PC Owners Internet Subscribers % PC Owners with Internet subscription
levels.

Role played by CSR activities of private companies, Community service centers and NGOs
working in ICT (Information and communication technology) area helped in higher PC and
Internet penetration in rural areas.
However, there has been a decline in the proportion of PC owner with the Internet
subscription - 62% compared with the last year which was at 68%.

16
4.2 Rise in the Internet Access from Office
Base: Active Internet users (Urban )
30 cities in 2007-2008
26 cities in 2006
22 cities in 2004
Cyber cafe has been the main access 16 cities in 2000 - 2003
points of Internet over the years. There
1.4 Mn 3.1 Mn 4.9 Mn 7.5 Mn 13.2 Mn 15.4 Mn 17.9 Mn
is a marginal increase over the last 8%
3% 2%
3%
2% 2% 2% 1%
4% 5% 6% 7% 8%
year in the percentage of users who 6%

use it as the main access point. 19% 20%


20%
22%
25% 27%
30%

23%
30% 27%
Continued high share of cyber café in 31%
30% 26%
Internet use can be attributed to 22%

factors such as:


• Lesser PC penetration in the SEC 44%
52%
46%
43% 39%
D&E homes 36% 37%

• Growth of online gaming market


in India 2000 2001 2003 2004 2006 2007 2008
Cyber café Home Office School/College Others

Office is becoming more popular point of access which is not necessarily a healthy sign for the
growth of Internet Industry in India as there are finite types of online applications that an
office user can access; due to restrictions levied by IT units.

Interestingly, there is an increase in the Internet access from School/Colleges. This could be
due to the introduction of computer education and permission to access the Internet from
academic laboratories.
17
4.3 Convenience, Cost & Content Sought Trade-Off
Base: Active Internet users in 30 cities
Surveyed (Urban)

Preference for the primary access 17.9 Mn 2.2 Mn 4.8 Mn


5.4 Mn 2.5 Mn 2 Mn 1 Mn
point is a function of the following 8%
1% 3% 3% 1% 1%
1%
1% 4%
1% 2%
3 C’s: Convenience, Cost & 15%
20%

Content sought 27%


46% 44%
20% 40%
58%

27%

Cyber cafés are the dominant


26%
point of access among school-
going kids and college students. 24%
31%

Since cyber café is the cheapest 61% 23%


49%
49%
source of access providing more 37%

privacy regarding content. 27%


21%
18%

All 30 cities School going College going Young men Older men Working Non-working
kids students women women

Cyber café Home Office School/College Others

Expectedly other demographics segments like young men access the Internet
mainly through office.
Except in case of non-working women, share of home as main access point does not
amount to a high percentage as it is convenient to them.

18
5.0 Important Internet Applications

19
5.1 Increasing Share of Pie for Online Entertainment
Base: 17.9 Mn Active Internet users in 30
cities Surveyed (Urban)

Online communication applications like Purpose of Internet access %


Email and Chat are the main purposes of
accessing the Internet followed by E-mail 91%

information search. General information search 76%

Educational information search 49%


With the increase in the usage of the
Text Chat 46%
Internet, E-Commerce applications like
online bill payment, online ticket booking Online Gaming 41%
etc. are gaining more popularity.
Online jobsites 37%

Music/Video on the Internet 32%


Online entertainment is another key driver
for the growth of the Internet in India with Financial information search 21%
download services for online gaming,
Book railway tickets on the Internet 21%
music and video.
Online banking 20%

“India Gaming Summit”, recently Online NEWS 13%


organized in the year 2008, has witnessed
Internet Telephony/Video Chat/Voice 13%
the launch of ‘Gaming revolution’ in India
Chat
and laid a foundation for developing
gaming ecosystem in India.
20
5.2 Preference of Applications Vary Among Demographic
Segments Base: Active Internet users in 30 cities
Surveyed (Urban)

17.9 Mn 2.2 Mn 4.8 Mn 5.4 Mn 2.5 Mn 2.1 Mn 1 Mn


There is a clear preference for
7% 1% 6% 9% 8% 9% 5%
different online applications 6%
9% 20% 10% 5% 5% 2%
across demographic segments.
18% 20% 18%
Preference of these demographics 24%
27%
31%
is well understood by the service 7% 5%
4%

providers. 7%
39% 5%

9%

Over the years, young generation 8%


61% 62% 65%
has remained a main target 53% 56%
segment for content providers. 44%
31%

Email is the most popular


All 30 cities School going College going Young Men Older Men Working Non working
application among most of the kids students Women Women
demographic segments followed E-mail Chat Information Entertainment E-Commerce
by information search.
*0.14 Mn not stated

Over the years, Internet has been evolving as a platform not only for communication but also
for various other applications such as learning, shopping, gaming and self-expression in the
form of blogs/forums.

21
5.3 The Growing Stickiness Index
Base: Active Internet users in 30 cities
Surveyed (Urban)
30 cities in 2007-08
26 cities in 2006
22 cities in 2004
16 cities in 2000 - 2003

Internet is on its way of becoming a 1.4 Mn 3.1 Mn 4.9 Mn 13.2 Mn 15.4 Mn 17.9 Mn
7.5 Mn
mass media as the user base as 3% 3% 4% 3% 4% 3% 2%
well as time spent using this media 7% 11%
11% 10% 13% 12%
16% 9.3
has been increasing. 8.2
19%
21% 15% 18% 18%
23%
21% 6.9
Two-third of the active Internet 5.6
users are accessing the Internet at 6.2
26% 4.8 22% 23% 23%
least 2-3 times a week. 25% 21%
24%
18% 19% 20%
Average hours per week has 23% 14% 18%
increased over the last year with 15%
relatively higher margin, which is a
25% 23% 28% 25% 24%
very positive sign for the growth of 21% 17%
Internet industry in India.
2000 2001 2003 2004 2006 2007 2008

Daily 4 -6 times/ week 2-3 times/week


Once a week 2-3 times/month < Once a month
Average hours/week *0.4 Mn not stated

Stickiness Index is increasing over the last year with significant increase in average hours
spent per week as well as frequency of access.
22
6.0 Enablers of Internet in India

23
6.1 Barriers for Internet Usage

Base: 6.9 Mn Claimed users not yet Active Users


30 cities surveyed in 2008 (Urban)
47.5%
The major barriers leading to measured
growth of the Internet in India have been Top 5 barriers for Internet usage
low awareness and higher cost of
accessing the Internet.

With the continued technological


innovations in the area of Internet, cost
of accessing the Internet is expected to 11.7%
8.9%
go down in the coming future with
5.5% 5.2%
greater speed of access.

There is no need for Cyber café charges There are no good Dial up cost of I need guidance
it/Don’t know how it are high cyber café’s nearby internet access is
can be useful high from home

Innovative content delivery and provision of need-based applications like Online bill
payment, Online ticket booking etc. will help in creating awareness among Internet non-
users and will act as a driver for Internet usage.

Community service centers, private companies and NGOs are playing important role in
creating awareness of Internet in rural area.

24
6.2 Essentials for Internet Penetration - Urban
Internet as an interactive medium Accessible on Disparate Devices

• Urban markets have started using Internet as one of • Mobile subscriber base in India has crossed 300Mn in
the interactive media. As a result, advertising on digital September 2008. Value-added services in providing
medium has started to gain importance. Internet, is Internet connectivity and related content over mobile
slowly, becoming a part of the media plan. phones could ensure “on the go” access to the World
Wide Web.
• Consequently, there is a Internet - Accessible
need for measurement Interactive On Disparate
initiatives to evaluate the Medium Devices
media engagement among
the Internet users.

Evolved
Content Technology

Evolved Content
Technology
• To ensure continued usage of the Internet in urban
areas, advanced content/applications through rich
media needs to be delivered over the Internet: • Emerging technologies like WiMAX, WiBro and 3G will
– Televisions/Movies over the Internet
enable BWA (Broadband Wireless Access) at much
higher speed anywhere and anytime.
• Further, online entertainment, specifically gaming will
also ensure continued penetration and persistence in
• These technologies will act as a platform in
using the Internet.
introducing high-end applications such as IPTV.

• To tap the non-English speaking urban population and


less affluent social classes, vernacular content could
help to further the Internet growth 25
6.3 Essentials for Internet Penetration - Rural
Awareness / Training Access

• Not understanding the usefulness of this medium is • Higher cost of Internet access and PCs are major
acting as one of the main barriers for not using the hindrance in accessing the Internet. Kiosks installed by
Internet in rural areas. NGOs, CSCs, and some of the private companies with
their CSR initiatives are few of the alternatives
• Further, there is a available with them.
part of population that
is aware of the Internet
but need guidance in Awareness/
utilizing the potential of Access
Training
this medium.

Content Technology

Content Technology

• Online applications that help rural dwellers in • Higher cost of access and proximity of the point of
providing information related to their skilled/unskilled access are acting as barriers for Internet penetration in
occupation could help Internet penetration (Need-based rural India.
applications)

• Emerging technologies like WiMAX, 3G and WiBro will


• As large part of the population is not familiar with the offer last mile connectivity at relatively low costs.
English language, there is a huge scope for introduction
of vernacular content over the web.
26
6.4 Likeliness of Usage of Different Applications
Base: 6.9 Mn Claimed Internet users (not yet Active) in 30 urban cities surveyed

Likely to Aware Usage Likely


Aware Usage
use to use
Communication Entertainment
Email 94% 75% 70% Play video games 52% 22% 20%
Text Chat/ Instant Watch movies clips/music
57% 35% 27%
Messenger video/cricket highlights on 42% 18% 16%
the Internet
Making telephone calls
through Internet/ Voice 33% 6% 5%
Chat E-Commerce

Informational Services Booking Railway tickets


57% 13% 20%
through the Internet
Access information
53% 31% 31% Booking Airline tickets
(general info, news etc) 36% 2% 5%
through the Internet
Post resume/bio data Bill payment through
on Job site for self or 41% 15% 16% Internet ( For 30% 1% 7%
any other person electricity/credit card etc)
Post resume/bio data
on Matrimonial site for 36% 6% 9% Accessing bank accounts
self or any other person through the Internet 40% 4% 8%

Access government
Buy products online 33% 3% 4%
services like Passport
17% 2% 4%
Enquiry, File Income Invest in shares and
26% 5% 8%
Tax Returns, etc stocks

Infrequent users are likely to use the Internet for communicating through Email and Instant Messaging,
utilising search engines for general information and news, play games as well as book railway tickets online.
Effective delivery of these sets of content will help them in converting to active Internet users.

27
A1.0 Annexure :

Study Methodology & Sampling Procedure-Urban


It was ensured that a randomness is included in deciding the Internet
penetration characteristics in the country.

Further, a pan-India approached was adopted wherein cities that model Internet
behaviour in all parts of the country were considered

28
A1.1 Target Segment and City Selection
For sampling purposes, we extensively used the previous rounds of the I-Cube
reports that have laid down the universe of the Claimed and Active Internet
Users in the country
The previous rounds of the I-Cube reports have indicated that majority of the
market is still limited to the Metros
Census of India 2001 indicates that there are 35 Cities with more than 1 Million
population in India. In this round of survey, we have covered all the top 8 cities
as well as 22 other cities
Below are the cities that have been covered in this research:

Cities by Strata
Top 2 Metros Delhi & Mumbai

Next 2 Metros Chennai & Kolkata

Other 4 Metros Bangalore, Hyderabad, Ahmedabad & Pune

8 cities Patna, Cochin, Baroda, Lucknow, Ludhiana, Coimbatore, Jaipur,


Indore
Other 14 cities Allahabad, Chandigarh, Guwahati, Surat, Nagpur, Bhopal,
Bhubaneshwar, Durg, Vishakhapatnam, Trichy, Bellary, Panipat,
Thrissur, Jalgaon

29
A1.1 Age & Demographics of Respondents

School Going 8-17 years


Kids

Claimed Internet
Users
College Going 18-25 years
Students

Internet Users
Young Men 21-35 years

Older Men 36-58 years


Active Internet
Users

Working 21-58 years


Women

Non Working 25-58 years


Women

30
A1.2 Household Listing Interview Sampling Procedure

Quota sampling procedure was followed to cover


households belonging to SEC A, B and C category in
each of the 30 cities short-listed and SEC A, B, C, D &
E in each of the top 8 metros

Selection of households was made based on random


starting addresses identified from electoral rolls

Care was taken to ensure even geographical spread in


identifying the starting addresses across the cities
selected

31
A1.2 Household Listing Interview Sampling Procedure

Aim of conducting detailed interview


with CWE was to understand
ownership of IT and Internet related
products at home currently and in
future
With CWE/person who is
aware of usage on IT
Based on this household survey, we products/durables in HH
Listing Questionnaire
managed to profile (age, gender,
occupation, education, computer
knowledge & Internet use) about
individuals in households
With Active Internet
Detailed Interview
Users
From all the individual claimed users
we asked the question whether they
have used Internet in last one
month. We identified those saying
“Yes” as an Active Internet User.
These Active Internet Users were
administered the detailed interviews
for Internet Usage
32
A1.3 Sample Size of Households & Individuals Covered for Profiling

Cities Households Individuals Cities Households Individuals


Mumbai 1181 3925
Chandigarh 557 1944
Delhi 1156 3623
Top 4 Allahabad 568 2275
Metros Kolkata 1156 3832
Guwahati 669 2063
Chennai 1153 3743
Surat 558 1994
Bangalore 1046 3170
Nagpur 564 2144
Hyderabad 1068 3579
Next 4
Metros Ahmedaba 3289 Bhopal 556 2217
1018
d
Bhubaneshwar 696 2301 Rest
Pune 1018 2946
14
2552 Durg 557 2499 Cities
Patna 658

Cochin 705 2322 Vishakhapatnam 556 1679

Baroda 555 1952 1962


Trichy 564
Lucknow 667 2510
Bellary 501 1646
8 Cities
Ludhiana 712 2713
Thrissur 427 1564
Coimbatore 552 1798
Panipat 475 1558
Jaipur 565 2090

2489 Jalgaon 485 1721


Indore 655

33
A2.0 Annexure :

Study Methodology & Sampling Procedure-Rural

34
A2.1 Criteria for Selection of States
Firstly, states were divided in terms of their population levels
For appropriate representation, we selected states having high and medium
population

Then, literacy rates were examined for all the states and
compared against the population
The states were divided and selected as having high, medium or low literacy
levels

Next, we compared per capita income of various states


The states were segregated as having high, medium and low per capita
income with respect to the population of these states

Following these, we compared states on the basis of population


of disadvantaged groups

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A2.2 Criteria for Selecting Districts in the States

Out of the all districts in a state, a sample of 6 districts were covered


Step 1
ensuring a geographical spread across the state. It was ensured that the
Selection of Districts
chosen districts would adequately represent the population of a particular
state

6 villages were selected within a district. Out of these villages, 2 each


Step 2 were of low population (< 1500), medium population (1500 – 2500) and
high population (>2500). A village is divided into a group of hamlets
Selection of villages
(cluster of houses). The map of every village was drawn with the help of
within the district
the ‘Mukhiya/Sarpanch’ of that village. The hamlets were numbered in a
clockwise manner and one hamlet from each village was chosen
randomly

Step 3 Rural respondents from 6 villages across every selected district were
Selection of interviewed. There was also a split on the basis of the strata of the
respondents respondents depending on their SEC classification

36
I-Cube 2008: Setting Record Straight!

Capturing the peaks and


Coverage of 30 Urban troughs of the market Six months unlimited
and 100 rural centers since 1998 customization

Representation of SEC Accurate forecasts Freely interact with


A, B, C, D & E reported till 2010 analysts and gain from
households their market perspective
Tested methodology for
Covering more than weighting and All India Key trends & breaks
22,000 households, projections available in a software
90,000 individuals, 1000
SMEs & 500 Cyber Café Endorsed by industry Key numbers reported
associations & major
owners from year 2000 onwards
portals / ISPs in India

37
I-Cube 2008: The Achievements !

Exclusive segmentation
Internet penetration and of Internet Users (I-Cube
usage In Rural India segments)
Online behaviour of SMEs Drill down available:
I-Cube Segments
Adoption of WiMax / 3G /
Town Class
Mobile Broadband / etc.
SEC
Proliferation of User Frequency of Use
Generated Content Maturity of Usage
Point of Access
Online transactions
Content Accessed
including online insurance,
loans, bill payment, etc. 2 level combinations
possible

38
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39