In this presentation we review online Indian women as they become a major player in the Indian Online arena. Recent research indicate that a third of young Online women in India are active users. Moreover, Indian Mothers can be considered a worthy target online: 1- Indian Online moms see the internet as a vital communication and information tool. 2- They spend more time on the web compared to all other media 3- They are highly engaged in all internet related behaviors (search, read newspapers. listen to music, watch TV) 4- Many of them share experiences on brands and purchases online.

1. What
Women
Want?
Indian Online
Women & Moms
Research Review

2. 1 in every 3 Internet users in India are women.
(Up from 1 in every 5 ,March 2009)
Source: Comscore- March 2010

3. 1 in every 3 women (15-34 year) in SEC ABC towns are
active internet user
Source: IRS Q1 2010, Comscore – May 2010

4. Core TG: 15-34 years.
Heavy users (time spent): 35-44 years.
Source: Comscore- May 2010

5. Internet Reach > print among 15-44
Source: *SEC ABC Only, IRS Q1 2010, Comscore- May 2010

6. Indian women turn most often to the Internet for all
dominant categories
E-mail Maps
Search Newspaper Sites
Social Networks Online Gaming
Blogs Celebrity News/ Gossip
Music Community/Parenting
Finance/ Banking Health
Career & Training Online Travel
Source: Comscore- May 2010

7. 1 in every 3 Indian women of 15-34 year old is on
Facebook
(In Millions)
0.24
0.09 0.03
Source: Facebook Audience , Comscore – May 2010

8. Woms
W hat
Want?
India Online

9. 2 in every 5 online women in India are mothers
Source: IAMAI

10. Indian mothers spend 3 times more time on Internet
versus Television
Weekly time spent (in hours)
3.0
Publications
3.0
Newspaper
15.2
Internet
3.0
Radio
4.9
Television
Source: Microsoft and Starcom MediaVest Group, May 2010

11. What mothers do on the web?
44%
Watched TV
shows online
74%
Listened to
music online
81%
Read
newspapers online
Source: Microsoft and Starcom MediaVest Group, May 2010

12. 5 out of top 10 family related
information sources are online
1 Search Engines
2 Portals
3 Newspapers
4 Parenting Websites
5 Child Experts
6 Television
7 Magazines
8 Emailers /e-newsletters
9 Online Social Communities
10 Printed brochures & Radio
Source: Microsoft and Starcom MediaVest Group, May 2010

13. 5 out of top 10 self related
information sources are online
1 Search Engines
2 Newspapers
3 Magazines
4 Portals
5 Televisions
6 Emailers /e-newsletters
7 Friends, family & peer group
8 Price comparison websites
9 Printed catalogues
10 Shopping websites
Source: Microsoft and Starcom MediaVest Group, May 2010

14. Top areas of importance for Indian
mothers who are online
(Percentage of mothers who said it was important )
Health/nutrition/medical
Bank/finance/property
Career training
Fitness
Mother’s education
News/current affairs
Food/cooking
Personal care
Source: Microsoft and Starcom MediaVest Group, May 2010

15. What Indian Mothers search for while
seeking family and child information?
82% of Indian mothers
used search engines in
the past seven days.
Information searched for child & family (in %)
Children’s education
Health/nutrition/medical advice
Extra-curricular activities for children
Toys for children
Children’s entertainment
Babycare & parenting
Education
Source: Microsoft and Starcom MediaVest Group, May 2010

16. What Indian Mothers search for while
seeking self related information?
82% of Indian mothers
used search engines in
the past seven days.
Information searched for self (in %)
News/current affairs
Banking/finance/property
Beauty/cosmetics
Fashion & accessories
Gossip & celebrities
Career & training
Fitness
Source: Microsoft and Starcom MediaVest Group, May 2010

17. On importance of Internet..
90% of Indian mothers said the Internet
helped them connect with friends & family.
75% of Indian mothers said it was
their “me time”.
49% said it kept them up to date with
what was going on.
Source: Microsoft and Starcom MediaVest Group, May 2010

18. What Indian mothers talk about?
90% of Indian mothers maintain that good
brands are worth talking about, much higher than
the Asia average of 80%.
72% of Indian mothers will go out & persuade
their friends & family to buy a product they like,
compared with the Asia average of 59%.
48% of Indian mothers share purchasing
experience through online channels.
47% of Indian mothers refer to discussion boards
when it comes to informed choices for the baby.
Source: Microsoft and Starcom MediaVest Group, May 2010

19. Online shopping by Indian mothers
Expectant moms tend more to shop online than the average mom.
(Figures in %)
Source: Microsoft and Starcom MediaVest Group, May 2010

20. Trendsspotting conclusions
Women have become a major Indian Online moms see the internet as a
1
player in the Indian Online arena. vital communication and information tool.
2 They spend more time on the web
compared to all other media.
Indian Mothers can be
considered a worthy target They are highly engaged in all internet
online. 3 related behaviors (search, read newspapers.
listen to music, watch TV).
A third of young Online
4 Many of them share experiences on brands
women in India are active
and purchases online.
users.

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