A new study conducted by Microsoft, MEC, and Mindshare entitled ‘Living with the Internet – What is Driving Web Behavior’ provides some interesting insight into how India goes online.
The report gathered information from across 11 countries, including India, China, and Japan. It claims that in India, spontaneous activity on the internet has been reduced by half, as users are being more careful about how they spent their time online. 72 percent of Indians said that they “planned their activity on the internet in advance so that they could stay more focused and do more in less time.”
Neville Taraporewalla, the Director of Microsoft Advertising for Microsoft India explained:
[As] the internet grows to a scale and size, consumers are adopting a time-efficient, planned and deliberate approach towards internet usage, which in turn implies that marketers will have to work harder to reach the consumer on the go.
The report also says that 49 percent of Indians go online to communicate with others, and this is consistent with our recent report of the impressive growth of social media platforms like Facebook, Orkut, and LinkedIn in the nation. Entertainment is also important, and now that YouTube has made a push to bring Bollywood movies online for free, expect more Indian users to flock to that platform as well.
Living with the Internet comes with an infographic that visualizes much of the conclusions reached in the study.