Business Standard Newspaper Review
Summary ratings: 3 stars
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Published: October 18, 2006
Internet users on the increase !Heavy users of the Internet have more than doubled since 2001 - from 16 per cent in 2001 to 20 per cent in 2004 to 38 per cent in 2006.Moreover, the ‘heavy users’ spend an average of 8.2 hours per week on the Internet, as per the I-Cube 2006 report by the Internet And Mobile Association of India and IMRB International.Similarly, the percentage of light internet users has steadily declined from 63 per cent in 2001 to 28 per cent in 2006. The survey found the average time per week spent on surfing the Internet by different people, as under.i) School going kids - little over five hours.ii) College going students – Over seven hours.iii) Older men – nearly ten hours.iv) Working women – nine hours.v) Non-working women –six hours.The IAMAI study has confirmed the belief that among some sections of media consumers the time spent on internet is longer than any other media. Naturally, this is food for thought for advertisers and media buyers.The study also established that the average time spent on the internet in terms of minutes per week increased with the increasing age of the user. The active internet users increase as they graduate from school to college, and then onto their professional lives. The internet has surely stamped its presence in the urban Indian landscape. The trend is of great relevance as the study has revealed that the internet has penetrated beyond the communication need of the active user population and is no longer an avenue for exploring their curiosity. The active user population has found greater and diverse uses beyond communications and this is where the opportunity lies for far greater growth and adoption.
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