India Bytes

Computer Usage Behavior and Preferences of Urban Indians

• 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

Study Overview

Computer usage dynamics and preferences captured through a large ‘online’survey sampling over 5,080 computer users in July-August 2008

Online survey conducted using JuxtConsult Consumer Panel (www.getcounted.net). Panel 65,000 member strong in August 2008, adding over 10,000 new members every month

The 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 cities

Methodology

Topline Findings

64.4 million unique computer users in urban India. 8 million started using in last 1 year

31.5 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 office

Average ‘place’ of usage is 2. Highest usage share at home (37%)

60% home computers are ‘assembled’ (only 31% office ones)

Computer Usership

Usage by Place

Place of Work Only10%

Home Only 12%

Cyber Café Only9%

22%

32%

9%6%

Place of Work - 35% Home - 37%

Cyber Café - 28%Note – there are no exclusive ‘in transit’ users. They all use the computer from one of the above 3 places

Assembled vs. Branded

Assembled

25% 32%

54%

43%

Branded46%

Only Assembled Only BrandedBoth

Desktop vs. Laptop

Desktop

24% 5%

77%

71%

Laptop23%

Only Desktop Only LaptopBoth

Only 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 users

Half have ‘2-wheeler’ as the most expensive vehicle in the house

Half of home users are 25- years in age, 2/3rd of office users are 25+ years in age

User Profile

Only 12% use it in languages other than English

Almost 2 out of 3 urban computer users access internet, but only10% have bought a computer product online

17” 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 computer

Usage Behavior

60% home users feel that computer is a necessity. 87% use it daily at home

Only 1 in 7 is an ‘exclusive’ user of a home PC, rest share with other family members

Internet surfing is the biggest purpose of computer usage at homes

1 in 3 plan to buy/upgrade their home PC within next 1 year (almost half planning to go for a laptop)

At least 2 out of 3 desire to buy 100GB+ hard disk, 1GB+ MB RAM. Configuration and advanced features are the biggest drivers in choosing between brands

Only 1 in 4 home users have an AMC

Home Usage

Only 1 in 3 office user has an ‘exclusive’ computer for self (single user)

About 1 in 3 self-decides the configuration and brand of his/her PC at office

46% office users currently have a P4 microprocessor

1 in 3 plan to upgrade their office PC within next 1 year (over half planning to go for/ask for a laptop)

Over 60% desire for 1GB+ MB RAM, only 47% for a 100GB+ hard disk

54% have access to a laser printer in office

Office Usage

2 out of 3 laptop users have bought it with ‘self’ funds

Almost 2/3rd have purchased the laptop only within last 1 year

Working from ‘multiple places’ is the biggest motivation behind laptop purchase

Less than half use their laptop singly and exclusively

Only 2 out of 3 use them daily

About 1 in 4 laptop user is planning to buy a new laptop within next 1 year

1 in 3 laptop users have bought a computer product online

Laptop Usage

HP most top of mind recalled brand for ‘computer’

Most Recalled Brands

Category Most Top of Mind Brand % Recalling

Computer HP 19%

Desktop HP 19%

LaptopDellHP

14%14%

Microprocessor Intel 50%

Hard Disk Seagate 23%

CD DriveSonyLG

22%21%

MonitorLGSamsung

28%27%

Inkjet Printer HP 56%

Laser Printer HP 59%

Brand Perceptions

Brand1.0.50.0-.5-1.0-1.5

Attr

ibut

e

1.5

1.0

.5

0.0

-.5

-1.0

Gives best features at any given price

Best looking PCs

Best technology

Cheapest in price

Zenith

SonyLG

Lenovo

IBM

HP

HCL

DellCompaq

Apple

Acer Best brand image

The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes.The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all

Top Brands by Usage Share - Hardware

Category Most Used Brand % Using Likely to Buy

Computer (overall) HP 23% HP – 19%

Desktop HP 22% HP – 22%

Laptop HP 27% Dell – 21%

% Don’t Know

Microprocessor Intel 75% 9%

RAM Samsung 5% 67%

Hard Disk Seagate 12% 63%

CD Drive LG 17% 58%

MonitorSamsungLG

16%16%

55%

Printer HP 53% 20%

Top Brands by Usage Share - Peripherals

Category Most Used Brand % Using % Don’t Know / Don’t Use

Mouse Logitech 26% 9% / 5%

Webcam Logitech 15% 10% / 51%

Speaker Creative 17% 10% / 19%

Headset Intex 21% 10% / 34%

Modem D-Link 18% 26% / 17%

Joystick Logitech 9% 12% / 63%

Pen/Thumb Drive Transcend 30% 9% / 26%

Scanner HP 27% 10% / 40%

Top Brands by Usage Share - Software

Category Most Used Brand % Using % Don’t Use

Operating System MS Windows XP 66% -

Internet Browser Internet Explorer 71% 4%

Anti-virus Norton 29% 4%

Word Processing MS Word 91% 6%

Audio/Video Player Windows Media Player 35% 10%

Spreadsheet MS Excel 89% 12%

Presentations PowerPoint 79% 16%

Emailing Application MS Outlook 26% 17%

Graphic Designing Photoshop 58% 27%

Database Management MS Access 55% 34%

Book Keeping/Accounting Tally 49% 39%

Default Homepage Google 38% (Don’t Know) 20%

Report Details

Estimation of computer and internet user-ship in urban IndiaOverall

By place of usage – home, place of work, cyber cafe, transit

By type of computer – assembled desktop, branded desktop, laptop

Demographic and socio-economic profile of computer users in urban India Gender, age, city, city type, region

Educational qualification, current occupation, industry of occupation, preferred language of reading, marital and children status

SEC, monthly household income, most expensive vehicle owned, credit and debit card ownership

Household asset ownership – home, TV, fridge, washing machine, AC, microwave, music system, DVD player, Ipod, camera, video recorder, landline phone, mobile phone and cable TV connection

Information Area Covered

Computer usage status and dynamicsYears since using a computer

Places of usage - multiple and exclusive (home, place of work, cyber café, transit)

Type of computer used – multiple and exclusive (assembled desktop, branded desktop, laptop)

Time when bought, brand bought (if branded), reason for preferring the brand, purpose of usage, frequency and duration of usage, per capita users, AMC status

Configuration - processor type, RAM speed, hard disk space, CD drive type

Peripherals used - monitor screen size, printer type, scanner, mouse, webcam, speakers, headset, modem, joy stick, thumb/pen drive

Software used – OS, anti-virus, word processing, spreadsheet, presentation, graphic designing, database, audio/video player, internet browser, email application

Attitude towards using pirated software

Internet usage status and dynamicsPlace of access (home, place of work, cyber café, transit)

Internet usage details by place - type of connection, frequency and duration of usage

Default internet browser, default homepage, default messenger

Online purchase of computer products

Information Area Covered

Future intentions on computer buying and usage Time frame of buying new or upgrading existing computer

Type of computer likely to buy – assembled desktop, branded desktop, laptop

Brand likely to be bought (if branded), Reasons for brand preference

Desired configuration - processor type, RAM speed, hard disk space, CD drive type

Desired peripherals - monitor screen size, printer type, scanner, mouse, webcam, speakers, headset, modem, joy stick, thumb/pen drive

Likelihood of buying online

Brand shares and brand perceptions of Desktops/LaptopsTop of mind brand recalls, current and likely brand shares

Brand perceptual map on key category attributes

Information Area Covered

Information Area CoveredBrand shares of Main Parts/Peripherals

Top of mind brand recalls, current and likely brand shares in the following part/peripheral categories:

Processor CD/DVD drive

RAM Monitor

Hard Disk Inkjet Printer and Laser Printer

Brand shares of Other PeripheralsCurrent and likely brand shares in the following peripheral categories:

Mouse Speakers Scanner

Webcam Headset Thumb/Pen Drive

Modem Joystick

Current brand shares of softwaresCurrent brand shares in the following software categories:

Operating System Spreadsheet Graphic Designing

Anti Virus Presentations Database Management

Word Processing Internet Browser Audio/Video Player

Email Application Book Keeping/Accounting

List Of Reports

1. Overall Main Report

2. Comparative Report by Place of UsageHome vs. Place of Work vs. Cyber café vs. Transit

3. Comparative Report by Type of ComputerAssembled Desktop vs. Branded Desktop vs. Laptop

Pricing of Reports

Report Price (Rs.)** 12.36% service tax extra

Price (USD)

Any 1 Report 100,000 3,500

Any 2 Report 160,000 5,600

All 3 Reports 200,000 7,000

• Payment Terms : 50% advance, 50% after delivery of all reports

• Delivery Timeline : 1 week per report from date of order

• Report Delivery Format : PDF

Contact Details

• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com

Thank You!