Computer Usage & Brand Study

India BytesComputer Usage Behavior and Preferences of Urban IndiansStudy Overview• Authentic recent estimates of computer user-ship in urban India • Insightful understanding of computer usage behavior and preferences of urban Indians (place, frequency and duration of usage, configuration details, software usage, printer and peripherals usage, AMC, Internet usage) • In-depth info on both assembled and branded computer usage, and on both desktop and laptop usage within the branded segment• Current brand shares and perceptions, as well as expected brand shares • Future ‘buying intentions’ including timing of purchase, computer types and brands (if branded), configurations and peripherals MethodologyComputer usage dynamics and preferences captured through a large ‘online’survey sampling over 5,080 computer users in July-August 2008Online survey conducted using JuxtConsult Consumer Panel (www.getcounted.net). Panel 65,000 member strong in August 2008, adding over 10,000 new members every monthThe online survey data made ‘representative’ of the urban Indian population by using appropriate ‘demographic weights’Weights derived using authentic Govt. of India population statistics and a large 12,500 household land survey conducted by JuxtConsult in April 2008 across all socio-economic strata in 40 citiesTopline FindingsComputer Usership64.4 million unique computer users in urban India. 8 million started using in last 1 year31.5 million units (90% desktops and 10% laptops). Almost 1 in 3units got bought in last 1 year Average users per box are 2.3 at home and 1.8 at officeAverage ‘place’ of usage is 2. Highest usage share at home (37%)60% home computers are ‘assembled’ (only 31% office ones)Usage by PlacePlace of Work - 35%Home - 37%Place of Work OnlyHome Only 22%10%12%32%6%9%Cyber Café Only9%Cyber Café - 28%Note – there are no exclusive ‘in transit’ users. They all use the computer from one of the above 3 placesAssembled vs. BrandedAssembledBranded54%46%Only AssembledBothOnly Branded43%25%32%Desktop vs. LaptopDesktopLaptop77%23%Only DesktopBothOnly Laptop71%24%5%User ProfileOnly half of all computer users are employed (1 in 3 in IT sector)Just over half belong to SEC ‘A’ and ‘B’Top 8 metros account for almost 50% of the computer usersHalf have ‘2-wheeler’ as the most expensive vehicle in the houseHalf of home users are 25- years in age, 2/3rd of office users are 25+ years in ageUsage BehaviorOnly 12% use it in languages other than EnglishAlmost 2 out of 3 urban computer users access internet, but only10% have bought a computer product online17” is the most used monitor size (39%), Laser the most used printer (39%) Only 1 in 3 thinks that buying/using pirated software is ‘unethical’Only 1 in 3 users have (aware of) an AMC for their computerDocument Outline

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