Marketing to India Online. More Details on the Juxt Consult Report: We Try and Uncover some Stats and Possible Flaws

We wrote about the Juxt Consult report last time round (there was controversy controversy)! – this time we try and add some more to the previous analysis related to the psychographic nature of the audiences and some analysis on the sites that people visit.

 

Given Below is a Graph on The Other Purchases and Assets Owned by Internet Users (It’s not sure if these are the assets owned by ‘regular’ users, ‘daily’ users, or people who have used the Internet just once – maybe someone from Juxt Consult can clarify).

 

 

Few things stand out. Majority of them have access to Mobile Phones and TV Sets (im assuming that this also means a cable connection). This shows that there indeed lies a great opportunity to synergize mass media campaigns with TV – Internet – Mobile to create quality engagement.

 

A large number of users have a bank account but only about 1/3rd of those users have a credit card. How often they use a credit card is another study altogether but this just shows that with the advent of mobile commerce, once people start syncing their phones with their bank accounts, more feasible payment options will appear as a result of which more commerce through digital platforms will be generated at least among this class.

 

I may be speculating a bit here but I feel that the very fact that more people have taken life insurance as opposed to a tiny fragment that has invested in shares shows that India Online is not tuned to taking too many risks. Consistency and stability seem to matter to them a lot more. This is just probably a mindset insight that could be extrapolated further.

 

Here is another Graph that Shows Usage of the Internet.

 

 

It seems to be quite clear that there has been no real spike in the growth of Internet users. It has grown at a steady rate. The ratio between Occasional and Regular use has also stayed the same more or less. The only real fall in occasional Internet users was in 2006. I wonder why? – any ideas on the same?

 

Now for the Interesting part. The Graph Below shows the Top 10 Online Activities

 

 

What I find interesting is the fact that English Info Search is much below things like checking sports, and news etc. Maybe this has to do with the fact that search is such an intrinsic part of the Indian user’s experience that he fails to acknowledge it as an activity. It is an enabler that lets him undertake multiple activities.

 

That seems to be the logical explanation because Google tops the most ‘recalled’ site list and the most ‘% of time spent on’ list. If there’s any alternate explanation, please feel free to speculate. Anyone from Juxt Consult with more details – please share your pearls.

 

I’m finding a few inconsistencies with this % time spent data, recall data, and the online activities data.

 

Take for example Job Search and Naukri. 72% of Internet users undertake Job Searches (shown in the graph above). Naukri is the most used Job Search Website (42% use most). Despite that in the % Recall and % use most chart, Naukri gets a mere .7% of the representative sample % top of the mind recall and .4% in ‘% use it most’.

 

 

 

 

 

I understand that Top of the Mind Recall may not be directly related to use so I’ll leave that out. That said – 72% of users search for jobs and out of those 72% – 42% use Naukri the most but yet only .4% out of the 100% use it the most. Somehow these figures don’t add up. I would like to know how these weighted averages are delivered. Because technically, the top site in the most pursued activity (Email) – (Yahoo is the top site for emailing) should have the maximum % of use out of 100% (if you keep it absolutely logical by putting 2 and 2 together) – but that’s not the case. So is there a separate questionnaire for all this or does this indicate the disjointed nature of the research?

 

I’m just trying to understand the process behind these figures because when one claims to release attitude study analytics there must be a justifiable reason as to why and how this consensus has been reached. Someone from the Juxt Consult team, your response would be highly appreciated.

 

Also read in a short interview by the  JuxtConsult co-founder Mrutyunjay Mishra where he said that the figures related to Internet Penetration include access through mobile – to make in it clearer, in his words ‘all kind of Internet access points, “Home”, “Place of work (office / school / college)”, “Cyber cafe”, In transit (while on the move, “Mobile Phones”, “Data Cards”) (currently just 6% of Internet users), “Choupal/Gram Panchayat” etc. etc.’

 

Mobile Internet users stand at 31 Million alone according to a recent report. And the IAMAI Internet Penetration figures were at 32 million active users as of late 2007 and claimed users at 42 million – and im pretty sure that those claimed user stats did not include Internet via mobile.   

6 Responses to “Marketing to India Online. More Details on the Juxt Consult Report: We Try and Uncover some Stats and Possible Flaws”

  1. June 5, 2008 at 3:49 pm #

    Excellent presentation,very informative write up.Good lesson for a newcomers about how to write.

  2. June 5, 2008 at 3:53 pm #

    hmm, i think the % of use of naukri in the pink box is in that vertical only, while the 0.4% is among websites in general?
    in the green chart, 6 of the guys above naukri come under ‘mailing’ which is the largest use of the net. Now if Orkut and Money Control (the other 2 above naukri) have huge (say over 80%) figures in their verticals, its technically possible for them to be above naukri in TOM as well as % use in the overall web space… but i agree, something just doesnt add up, am not very sure what…

  3. June 5, 2008 at 4:22 pm #

    yea that i get – the 0.4% among websites in general. I agree that its possible for Orkut and Money Control to be above Naukri but there the adding up does not make sense. The difference is too drastic considering 72% engage in blog search. The most logical way for me to calculate top websites using these related stats is % time spent on online activities (weighted average) and a further division per portal within category to give the top portals (its too confusing to phrase it – better to calculate it if i had all the figures) — just that i dont get a logical trend for computing some of these things. Last time around the JuxtConsult guys were very quick to respond. I hope they can clear some of this out.

  4. June 5, 2008 at 4:55 pm #

    @Shankar – thanks :)

  5. June 6, 2008 at 11:53 am #

    Wonderful!
    Really great Report to visit.
    It seems truely India is making it’s own big path in this aspect of online marketing.
    Thanks for sharing this overall repost with us.

  6. June 6, 2008 at 12:48 pm #

    @ AIM – this isnt the complete report – that’s available on the Juxt Consult Website.

Leave a Comment


× five = 5