Microsoft Advertising, MEC and Mindshare today released a study entitled ‘Living with the Internet – What is Driving Web Behavior’, designed to better understand the nature of time spent online across the world. The study shows patterns that help us to understand the internet usage pattern in Indian and what Indians are doing online. The study was undertaken across 11 countries – Brazil, Canada, China, France, India, Japan, Mexico, Russia, Spain, United Kingdom and the US and focused on 7,000 participants aged between 16 and 54 years old.
What Indians are doing online?
- 49 per cent to communicate with others
- 35 per cent seek information
- Entertainment in the form of music, video and gaming is the motivation for going online for 22 per cent of all online occasions
- 14 per cent to create content in the digital space
- 12 per cent for online transactions
The study says that Indian users try to stay focused and make better use of time spent online. The study finds that majority of time spent online is habitual, with only 16% prompted by an event, conversation or offline media. The study also captures insights on usage patterns across devices and finds that 34 per cent of smartphone usage is primarily for seeking information and content sharing, while 33 per cent of notebook usage is for transactions and entertainment.
The study also captures insights on usage patterns across devices and finds that 34 per cent of smartphone usage is primarily for seeking information and content sharing, while 33 per cent of notebook usage is for transactions and entertainment.
Shubha George, Chief Operating Officer, MEC South Asia said
MEC introduced the concept of Paid, Owned and Earned media last year and the interplay amongst the 3 types of media is most significant in the digital world. The digital world today is an amalgamation of multiple digital touch points, often simultaneously. For holistic campaigns, brands need to activate all aspects of digital media to engage the multitasking consumer.
Neville Taraporewalla, Director – Microsoft Advertising, Microsoft India said
The rapidly changing dynamics of internet usage in India, offer a fresh set of opportunities and challenges for advertisers. ‘Living with the internet’ clearly underscores that 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. With our proven expertise, we at Microsoft Advertising are geared to not just help advertisers understand audiences and their evolving usage patterns better, but also deliver engaging and creative platforms and content to help create long lasting engagements with these audiences.
R Gowthaman, Leader, Mindshare, South Asia
This is our honest and humble attempt to bring some method to the madness. Internet is now one of the basic utilities like electricity, gas etc., and it needs to be looked on the back of popular culture we are getting into.
Some other key findings of this study
Internet as an entertainment hub is on the rise.
Powering Engagement – Matching moods with modes.
Smartphones and notebook both have a different role to play in online usage.
India in comparison to the rest of the world