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EVES ONLINE In the current digitally evolved environment, where a grandchild interacts with his grandparents more actively through Facebook vs. offline, one often wonders how people across different demographics have adopted the online medium. And with women dominating the decision making for most household purchases, advertisers are more than interested to check the characteristics of this highly targeted audience and their online traits and behavior.

Do the (clichd) eccentricities of womens behavior extend to the online arena also? Does Shopping top the activity list or do women prefer spending time planting seeds on their virtual farms? Does the phone-friendly woman adopt emails with the same zest? And does this behavior change across the various regions of India. Do the urban women really have very different online inclinations than their smaller town counterparts?

ViziSense, Indias leading audience measurement and ad monitoring platform, has put together an interesting analysis of womens online behavior with insights from its 85,000 strong panel across a four month period from January April 2010.

ViziSense is India's first internet audience & ad measurement & analytics platform that tracks, analyzes and reports valuable insights across the digital landscape. The ViziSense methodology involves collation & triangulation of online browsing behaviour from a 90,000+ India panel and cookie-level data from > 300 publisher tags

ViziSense enables a detailed understanding of the online user and helps analyze the impact of online advertising on consumers and brand. With tons of real-time revealed data around the online behavior of the digital consumer, ViziSense can custom-query this database by types of users, specific user behavior, demographics, psychographics, etc. to offer proprietary user insights

ViziSense is the audience measurement, analytics, insights and research division of Komli Media Inc.

Methodology

Pg. 5

Executive summary

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Categories and websites accessed by women

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Online Activity by time of the day

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What do women search on internet?

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Demographic differences

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Case Study: Women on Social Networking

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 The online behavior of Indian Women is analyzed through the revealed data for the women panelists from the 90,000 + ViziSense India panel. Online usage dynamics and behavior of women were captured from the active internet users in each month, from Jan to April 2010. Demographic and usage weights have been applied to make the online panel and survey data representative of the entire online urban female population (and not just of the online panel members). Geographical spread of the active users has been carefully considered.

Panel measurement:
Tracks actual users & measures pre-verified demographics Accurate site stats based on actual usage Also tracks consumption of website advertising content and estimates ad spend data

Publisher Tags:
Improve accuracy through actual server requests and site usage data Gives additional information about International traffic

Advanced Techniques:
Industry-leading Triangulation methodology that correlates data from panel & tags Demographic and usage-based clustering Iterative Proportional Fit Algorithm

Vizisense Methodology
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What Indian women are doing online? To answer this question, we undertook a step by step analysis of popular categories, in terms of unique users, page views, time spent, visit frequency etc. and then further sliced the data on the basis of key demographics like age, occupation, geographies, marital status, etc.

Amongst the Top 3 categories by Indian women Unique users were Search, E-Mail & Social Networking, however Social Networking interestingly gets higher page views than E-mail.

Other popular categories amongst Indian women are news, travel, jobs, and music. Interestingly, Shopping does not figure amongst the top 7 categories indicating that Offline shopping yet strikes the right chord for most Indian women. Its also about the touch and feel, not just the deal!

We have further probed the search usage and ranked the most searched terms and categories by Indian women.

A further probe of the Social Networking category usage shows that Orkut and Facebook are the topmost visited sites. No prizes for guessing that!

Facebook has higher average Page Views than Orkut, indicating higher engagement. Also, Facebook has grown at a breakneck speed in the past few months and the women users on Facebook now equal those on Orkut.

An hourly-usage analysis of the top 3 categories (Search, E-Mail & Social Networking) shows varying trends throughout the day. E-Mail is most accessed by women at 11:00 Hrs while Search and Social Networking sites show very different trends

Music, Jobs, Celebrities, Travel, Wallpapers and Kids were top categories searched by Indian women in March 2010 on google.com. Shopping and TV entertainment also figured lower in the list of most searched categories

When we evaluate category usage behaviour by key demographics like age, we notice very different consumption trends between Social Networking and other categories. Social Networking sees high usage from women between the ages of 15 24 years. This data holds true even when you look at usage based on education profiles. Women who are graduates are most avid users of Social

Networking sites (most Page Views consumed by this profile) whilst students show high activity on Search and Music sites

Going a step further, its interesting to note that travel sites (both ticketing and content sites) see maximum usage by mid & junior salaried women (combined share of 35%) either constantly seeking holiday options for themselves or their families or are entrusted with the task of booking tickets and hotel stays for their respective organization

When we analyze the data based on regional access, we notice that unlike the usual high online activity seen from South India, North Indian women have comparatively high activity on Social networking sites as compared to South Indian women

Given the high engagement and increased adoption of the social Networking space, it is interesting to see that Indian women spend more time on Facebook vs. Orkut. There are also some interesting revelations around the applications on Facebook and their usage. Given the buzz around the Farmville application on Facebook, the fact that its by far the most popular application for Indian women is not a surprise

Women form 22% of the 5 crore active Indian internet universe. The top 3 categories give you access to most of these women. This report helps you provide significant insights into where do you find women most engaged, what online content fits their appeal and what profile of women display what kind of preferences.

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Unique Users in Millions

Categories Search E-Mail Social Networking News Travel Jobs Music Jan 2010 6.56 5.79 4.36 2.42 2.09 1.09 1.55 Feb 2010 Mar 2010 April 2010 7.17 6.02 4.92 2.60 2.15 1.92 1.53 7.50 6.91 5.37 2.71 2.41 2.08 1.68 8.13 7.69 5.67 3.02 2.66 2.06 1.85

Search is the top category accessed by Women, followed by E-Mail and Social

Networking

However, Social Networking has higher page views than E-Mail indicating better

engagement. This could also mean that some Page Views in Millions
Categories Search Social Networking E-Mail News Travel Jobs Music Jan 2010 1107 813 601 49 97 71 30 Feb 2010 Mar 2010 April 2010 1132 855 583 48 91 71 29 1285 1006 640 46 91 75 33 1441 1115 727 62.9 104 70.1 31.7

chunk of email activity is moving to postings on the Wall or to E-Mail options within the Social Networking sites itself

Interestingly, Shopping does not make it to the Top 7 categories accessed by Indian women online

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By Unique Users in Millions

Social Networking Orkut Facebook Ibibo Linkedin Way2sms Jan 2010 2.94 2.52 0.37 0.50 0.49 Feb 2010 3.02 2.64 0.54 0.55 0.53 Mar 2010 April 2010 3.28 3.12 0.78 0.60 0.56 3.41 3.41 0.75 0.58 0.62

Orkut and Facebook are the two top sites for Women as part of the Social Networking category

Facebook has grown faster than Orkut over the past few months and now attracts an equal

By Page Views in Millions

Social Networking Orkut Facebook Ibibo Linkedin Way2sms Jan 2010 363 378 7.5 11.7 11.7 Feb 2010 383 411 10 12.6 11.5 Mar 2010 April 2010 393 530 16.9 11.2 11.7 368 669 13.9 12.7 13.0

women users as of April 2010. Facebook has higher Page Views consumed by women indicating better engagement. This could be attributed to the popularity of applications such as Farmville as well as Facebook also leading the mandate for photo-video sharing sites (more monthly users than Youtube)

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Unique Users in Millions

E-Mail Gmail Yahoomail Rediffmail Mail.live.com Indiatimes Jan 2010 3.97 3.24 1.22 0.72 0.09 Feb 2010 4.08 3.33 1.25 0.73 0.09 Mar 2010 April 2010 4.43 3.38 1.34 0.86 0.09 4.95 3.75 1.56 0.91 0.09

When we deep dive into the E-Mail category, we find that Gmail is the top E-Mail website for Indian women followed by Yahoo Mail on the basis of both Unique Users as well as Page Views

Page Views in Millions

E-Mail Gmail Yahoomail Rediffmail Mail.live.com Indiatimes Jan 2010 295 206 79.7 11.9 2.42 Feb 2010 285 198 81.1 12.1 2.24 Mar 2010 April 2010 342 194 82.3 16.2 2.34 389 205 98.5 16.2 2.44

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By Unique Users in Millions

News Yahoo News Times of India Ndtv.com Humsurfer.com Yahoo Jagran Jan 2010 Feb 2010 Mar 2010 April 2010 0.98 0.48 0.17 0.20 0.17 1.02 0.51 0.23 0.16 0.16 1.22 0.47 0.26 0.10 0.18 1.59 0.71 0.26 0.21 0.19

Yahoo News rules the roster by far when it comes to usage of News sites by women, more than double of Times of India (highest ranked English daily in India). This holds good both in terms of users as well as Page Views. Being Indias leading portal for the past couple

By Page Views in Millions

News Yahoo News Yahoo Jagran Times of India Ndtv.com Manoramaonline.com Jan 2010 Feb 2010 Mar 2010 April 2010 9.78 3.58 2.50 1.80 10.28 3.50 4.36 2.04 12.10 3.90 2.57 2.10 19.33 5.45 4.47 3.54

of years, Yahoo certainly has got women hooked to it for news content.

3.90 Page Views in Millions 3.63 3.36 5.32

As per Page Views (consumed by women) ranking for the News category, Yahoo takes the first two spots alongwith Yahoo Jagran and pips all the large traditional media sites such as Times of India, NDTV & Manorama Online

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By Unique Users in Millions

Travel Jan 2010 Feb 2010 Mar 2010 April 2010 Irctc.co.in Indianrail.gov.in Makemytrip Yatra.com Cleartrip.com 0.78 0.64 0.53 0.31 0.22 0.84 0.71 0.48 0.28 0.18 0.83 0.67 0.49 0.31 0.23 1.03 0.79 0.60 0.40 0.28

Within the travel category, while the railway sites naturally get maximum usage,

Makemytrip leads the pack within the OTAs.

By Page Views in Millions

Travel Irctc.co.in Indianrail.gov.in Makemytrip Goindigo.in Yatra.com Jan 2010 Feb 2010 Mar 2010 April 2010 25.80 19.52 6.00 4.12 30.52 16.74 4.89 3.19 27.78 8.74 4.24 3.20 37.18 21.79 4.21 3.39

Page 5.60 Views 6.53

in Millions 7.13 7.86

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By Unique Users in Millions

Jobs Naukri.com Monsterindia.com Timesjobs.com Shine.com Clickjobs.com Jan 2010 Feb 2010 Mar 2010 April 2010 1.10 0.62 0.59 0.23 0.04 1.17 0.71 0.56 0.33 0.05 1.08 0.91 0.59 0.52 0.10 1.18 0.76 0.62 0.46 0.11

Naukri is the clear leader within the jobs (classifieds) category with 50% more unique users and double the page views than its closest competitor Monster. The difference in Page Views is even more distinct for women

By Page Views in Millions

Jobs Naukri.com Monsterindia.com Timesjobs.com Shine.com Freshersworld.com Jan 2010 Feb 2010 Mar 2010 April 2010 41.35 12.04 2.40 1.32 41.98 13.05 4.21 1.14 37.01 16.65 6.55 1.17 32.86 16.05 4.64 1.36

users vs. their male counterparts.

Page 6.90 Views in Millions 6.76 6.94 7.22

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By Unique Users in Millions

Music Songs.pk Beemp3.com Smashits.com Mp3raid.com Raaga.com Jan 2010 Feb 2010 Mar 2010 April 2010 0.69 0.26 0.28 0.10 0.22 0.61 0.27 0.24 0.13 0.23 0.69 0.37 0.29 0.16 0.25 0.81 0.37 0.30 0.27 0.22

Songs.pk is clearly the most preferred and visited music site by Indian women. The high recall of the domain name as well as the oneclick album download features aid this

websites popularity. By Page Views in Millions

Music Songs.pk Beemp3.com Raaga.com Smashits.com Mp3raid.com Jan 2010 Feb 2010 Mar 2010 April 2010 8.35 1.85 1.39 0.99 9.55 1.74 1.41 0.64 8.81 2.49 2.09 0.90 10.90 2.63 1.72 1.42

Page 2.38 Views 3.40

in Millions 2.45 2.20

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Unique Users in Millions (March 2010) Across the 24-hour day, your best bet at finding maximum women users on email sites is 11.00 AM. Almost half a million women are on Email sites between 11 12 AM. Maximum women users on Search sites are found between 3 and 4 pm.

However, the presence of women on Social Networking sites is consistent throughout the course of the day and it peaks at 9 pm

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Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Topic Music Jobs Celebrities Travel/Tourism Wallpapers kids Beauty/Fashion shopping Greetings SMS services Gaming Health/Fitness Education News Food Finance Matrimony Ayurveda/Yoga Movies TV Entertainment

These

are

the

top

categories/cluster

of

keywords searched by Indian women.

Whilst Music and Jobs make it to the top, the huge Bollywood Celebrity following by Indian women makes Celebrities the third largest searched category.

Also, travel-oriented searches make it to the top 5 categories demonstrating the active role played by women in holiday or travel planning. Shopping makes it to the list of top 10 searched categories
March 2010

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Top Categories
Social Networking Unique Users

Other categories

While Indian women aged between 25-34 show relatively lower interest on Music sites, they are much more active on Travel sites (they constitute 36% of the total women users on Travel sites) The Music category is most frequented by the younger lot aged 15-24 years

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Social Networking Unique Users

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Total Internet

58% of women users in India originate from Metros. However, when it comes to use of Matrimony sites, this ratio falls down to 50% indicating huge interest from the nonmetros within the Matrimony category. This trend is reversed on the Jobs category where women in the Metros report a 20% higher Page Views on Job sites as compared to the average Page Views consumed by women in the Metros 29

Total Internet

Social Networking Unique Users

While the women split between North and South India is highly skewed in favor of South India (61%), we see much more interest from North Indian women within the Travel category On Social Networking, women from North show much higher engagement in terms of Page Views than their South Indian counterparts 30

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Social Networking Unique Users

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Unique Users

Single women form the largest user group based on marital status across all the top categories. In terms of engagement, they Page Views account for a large 62% of all women Page Views on Social Networking sites

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Unique Users

In terms of composition on the basis of their Marital status, married women form almost 35% of the women usage on Travel sites. Page Views This indicates higher propensity to plan holidays or travel by married women or the fact that they own this role of travel planning at their workplace

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By Unique Users in Millions

Social Networking Orkut Facebook Ibibo Linkedin Way2sms Jan 2010 2.94 2.52 0.37 0.50 0.49 Feb 2010 3.02 2.64 0.54 0.55 0.53 Mar 2010 April 2010 3.28 3.12 0.78 0.60 0.56 3.41 3.41 0.75 0.58 0.62

Orkut and Facebook are the two top sites for Women as part of the Social Networking category

Facebook has grown faster than Orkut over the past few months and now attracts an equal

By Page Views in Millions

Social Networking Orkut Facebook Ibibo Linkedin Way2sms Jan 2010 363 378 7.5 11.7 11.7 Feb 2010 383 411 10 12.6 11.5 Mar 2010 April 2010 393 530 16.9 11.2 11.7 368 669 13.9 12.7 13.0

women users as of April 2010. Facebook has higher Page Views consumed by women indicating better engagement. This could be attributed to the popularity of applications such as Farmville as well as Facebook also leading the mandate for photo-video sharing sites (more monthly users than Youtube)

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Unique Users Facebook (March 2010)

Time Spent on Facebook (March 2010)

Facebook has marginally higher % of women users as compared to Orkut

However, time Spent by Women on

Unique Users Orkut (March 2010) Time Spent on Orkut (March 2010)

Facebook is much better Orkut indicating better

than

women engagement on Facebook

March 2010 38

Farmville is the top Facebook Application amongst women (27%) and it also has the highest Female engagement in terms of Time spent ( a whopping 68%). Cafeworld, Mafia Wars and Remember your Birthday were some other popular applications

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Housewives are very active on Facebook in the afternoon

(between 1 and 3 pm) and in the night (between 9 and 10 pm) while there are overall more Housewives on Orkut than Facebook in the second half of the day

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Female online activity on the rise There is a definite shift in mail usage from traditional E-Mail sites to Social Networking sites. E-Mail engagement is also being replaced by newer forms of staying connected Its easy to find young and middle-aged women online and they also display great engagement especially on social networking sites Facebook definitely is attracting disproportionate time from women who are naturally interested in community conversations and activity Interactive advertising formats and localized content may be a great way to target online women users from metros Great opportunity for travel focused targeting online (offers, new destinations, last minute packages, reviews etc.) Matrimony sites provide attractive option to target women beyond metros

Search, E-Mail and Social Networking - Top categories for women

Females in 25-34 age group have second highest proportionate share of unique user and page views for top categories

Within Social Networking, Facebook gets highest female page views

Metro women having higher proportion of page views on top categories with highest being on Jobs Women pursuing graduation having highest share of page views on Travel, while married women are higher in unique users than single women on Travel Non-Metro women users having a higher share on Matrimony as compared to their share on total internet

Higher engagement of North Indian Women on Social Networking than other categories

FMCG brands and product categories seeking women in the North can ride on Social Networking sites

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