India Online 2007 Online Sports Content India Online 2007 Online Sports Content Report India Online 2007 © Copyright JuxtConsult Online Sports Content India Online 2007 Table of content India Online 2007 ......................................................... 1 India Online 2007 Reports............................................... 3 Methodology............................................................... 5 Executive Summary .....................................................10 Key Findings ..............................................................12 Detailed Findings: Reading the Graphs & Tables..........................................27 Popularity of Sports Content Usage ..................................29 Demographic Profile ....................................................31 Socio-Economic Profile .................................................38 Economic Profile.........................................................43 Net Usage Status.........................................................48 Net Usage Dynamics.....................................................54 Preferred Net Activities ................................................65 Most Used Websites .....................................................81 Most Used Offline Media Brands..................................... 104 Response to Online Marketing Stimuli.............................. 108 Offline Brands Recalled .............................................. 109 Segment Wise Detailed Tables ...................................... 110 Appendix ................................................................ 168 Online Sports Content India Online 2007 India Online 2007 The India Online 2007 study is not just an annual update over the previous year's India Online 2006 study but rather a continuation of JuxtConsult’s efforts to keep improving the quality of the study every year. The improvements made in the study this year not only involve further strengthening of the research methodology but also enhancing the coverage of the information, especially in the emerging areas of internet usage in the country like blogging, social networking and language website usage. Accordingly the India Online 2007 set of reports will not only provide you the most recent estimates on the Internet user-ship, its growth and penetration in India but will also give you an 'insightful' understanding of the current net usage behavior and preferences of various kinds of online Indians. Like in the year 2006, JuxtConsult conducted two large-scale 'primary' surveys, one offline and one online to complete the study this year as well. However, the sample size for the 'land' survey (which is used to estimate the size of internet using population in urban India) was almost doubled this year to further improve the coverage among the various population strata in urban India. The land survey, conducted during April 2007, covered 10,000 households across 31 cities of various sizes across all the four regions of the country. The 'online' survey was conducted among 3 of the most popular and generic portals in Indian with the focus on capturing the in-depth net usage behaviors and preferences of online Indians. This survey was conducted by JuxtConsult between April-May 2007 and over 14,200 in- depth and usable responses were collected and analyzed for final reporting. There is one key difference in the study this year compared to the last year. To make our findings more representative of the entire urban online population and not just the Internet users who are more likely to respond to online surveys, this year we have ‘linked’ the findings of our online survey with the findings of our land survey. This was done by deriving appropriate individual level ‘weights’ for Internet users from the land survey and then applying them to the data of the online survey. The key information included in the various reports cover the demographic and socio-economic profiles of the net users, their ownership of household assets, the source and place of their access to internet, net usage dynamics, preferred online activities, website preferences for over 20 key online activities, online buying behavior and spends, response to online marketing stimuli, offline media preferences, and much more. 1 Online Sports Content In sum, what you get in India Online 2007 you are unlikely to get elsewhere: X Highly credible latest estimate of internet using population in urban India X Key insights on various aspects of internet usage in India X An understanding of online Indians as 'consumers' and not just as faceless net users X How to reach these online consumers on the net, as well as through the offline mediums X Preferred 'user shares' of key online brands in 21 different online activity categories 2 India Online 2007 India Online 2007 Reports Main Report X Overall Status and Usage of Internet in India User Segment Supplementary Reports X Women on the net X Youth on the net (teenagers and young adults) X Net users by their socio-economic (SEC) profile X Students on the net X Corporate employees on the net X IT professionals on the net X Heavy Online Spenders on the net X Bloggers on the net X Car owners on the net X Two-wheeler owners on the net X Mobile phone owners on the net X Credit card owners on the net X Net users by place of access (homes, place of work, cyber cafes) X Net users by type of connection (broadband, dial-up) X Net users by town population size (10 lakhs plus, 5-10 lakhs, 1-5 lakhs, Below 1 lakh) X Net users by town market size (metros, urban uptowns, emerging towns, others) X Net users as financial investors X Vernacular language net users Category Supplementary Reports: (comparative profiling of top 5 websites) X Online shopping X Emailing X Job search X Matrimony X Info search - English X Info Search - Local language X Online travel X Social networking/communities X Friendship / dating X Online news X Financial info/news X Online share trading X Cinema content X Sports content 3 Online Sports Content X Online music X Online games X Online real estate X Mobile content download X Astrology X Online learning/education Note - All supplement reports are subject to sufficiency of sample responses. Demographic segment wise details by gender, age, SEC classification, region and place of net access are included in each of the reports as appendix tables. 4 India Online 2007 Methodology In order to derive highly robust and authentic estimates of the current user-ship of Internet in India, and draw out a truly representative internet usage behavior patterns, we at JuxtConsult keep improving and refining our research methodology for the India Online study every year. In 2007, we have again brought in two significant improvements: X We have increased our land survey sample base to 10,000 (from 5,500 last year) and the coverage of the number of cities to 31 (from 21 last year). The distribution of these 31 cities continues to be well spread across the 4 regions of the country. But more importantly, in terms of coverage of towns by their population size, we dug deeper this year and covered all town classes that have population of 20,000 individuals and above. X Further, to better capture the internet usage across all types of socio-economic classes (SEC) in urban Indian, we allocated equal sample quota among the 5 broad socio-economic classes A, B, C, D and E across various zones within a town, and then across the town classes and regions. To correct for and put back the real representation of the socio-economic classes (and not equal representation) during the data processing stage, we incorporated the appropriate SEC 'weights' derived from the actual urban population statistics from authentic govt. Sources (National Sample Survey Organization and Census of India). These two refinements in the sampling methodology ensured that this year we get an even better representation of various types of internet users in urban India. Like last year, this year again we conducted both a land survey and an online survey separately, with the focus of the land survey being on estimating the size of the internet using population in urban India, and that of the online survey on capturing the net usage behavior and preference patterns. The two surveys had some common questions on demographic profiles and net usage behavior to help us link up the two sets of data at the processing stage. The land survey The objective of the land survey was two fold. First, to help us estimate the internet user-ship in urban India, as with a land survey we could cover both the user and non-user population of the internet in a representative way. The other objective was to derive relevant demographic 'multipliers' from this survey which could then be applied to the internet usage data collected in the online survey. The use of these 'individual' level multipliers helped us make the online survey findings 'representative' of the entire urban online population and not just of those who are more likely to fill up an online surveys (because of factors like convenience of access, regularity of usage, attractiveness of the incentive prize offered for filling the survey, etc.). 5 Online Sports Content The land survey undertaken this year was again a household level survey across 10,000 households in 31 cities spread across all regions of India. The survey was conducted and completed between mid-April to early-May 2007. Care was taken that all relevant classes of towns with population size of over 20,000 individuals were covered and surveyed