Women online behavior

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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 (clichéd) eccentricities of women’s 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, India’s leading audience measurement and ad monitoring platform, has put together an

interesting analysis of women’s online behavior with insights from its 85,000 strong panel across a four

month period from January – April 2010.

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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.

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Methodology Pg. 5

Executive summary Pg. 6

Categories and websites accessed by women Pg. 10

Online Activity by time of the day Pg. 19

What do women search on internet? Pg. 21

Demographic differences Pg. 23

Case Study: Women on Social Networking Pg. 34

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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 MethodologyVizisense 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.

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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

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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

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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 it’s 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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Categories Jan 2010 Feb 2010 Mar 2010 April 2010

Search 6.56 7.17 7.50 8.13E-Mail 5.79 6.02 6.91 7.69

Social Networking 4.36 4.92 5.37 5.67News 2.42 2.60 2.71 3.02Travel 2.09 2.15 2.41 2.66Jobs 1.09 1.92 2.08 2.06Music 1.55 1.53 1.68 1.85

Unique Users in Millions

Categories Jan 2010 Feb 2010 Mar 2010 April 2010

Search 1107 1132 1285 1441Social Networking 813 855 1006 1115

E-Mail 601 583 640 727News 49 48 46 62.9Travel 97 91 91 104Jobs 71 71 75 70.1Music 30 29 33 31.7

Page Views in Millions

‘’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

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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Social Networking

Jan 2010 Feb 2010 Mar 2010 April 2010

Orkut 2.94 3.02 3.28 3.41

Facebook 2.52 2.64 3.12 3.41

Ibibo 0.37 0.54 0.78 0.75

Linkedin 0.50 0.55 0.60 0.58

Way2sms 0.49 0.53 0.56 0.62

Social Networking

Jan 2010 Feb 2010 Mar 2010 April 2010

Orkut 363 383 393 368

Facebook 378 411 530 669

Ibibo 7.5 10 16.9 13.9

Linkedin 11.7 12.6 11.2 12.7

Way2sms 11.7 11.5 11.7 13.0

By Unique Users in Millions

By Page Views in Millions

‘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

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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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

E-Mail Jan 2010 Feb 2010 Mar 2010 April 2010

Gmail 3.97 4.08 4.43 4.95

Yahoomail 3.24 3.33 3.38 3.75

Rediffmail 1.22 1.25 1.34 1.56

Mail.live.com 0.72 0.73 0.86 0.91

Indiatimes 0.09 0.09 0.09 0.09

Unique Users in Millions

Page Views in MillionsE-Mail Jan 2010 Feb 2010 Mar 2010 April 2010

Gmail 295 285 342 389

Yahoomail 206 198 194 205

Rediffmail 79.7 81.1 82.3 98.5

Mail.live.com 11.9 12.1 16.2 16.2

Indiatimes 2.42 2.24 2.34 2.44

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News Jan 2010 Feb 2010 Mar 2010 April 2010

Yahoo News 0.98 1.02 1.22 1.59

Times of India 0.48 0.51 0.47 0.71

Ndtv.com 0.17 0.23 0.26 0.26

Humsurfer.com 0.20 0.16 0.10 0.21

Yahoo Jagran 0.17 0.16 0.18 0.19



By Page Views in MillionsNews Jan 2010 Feb 2010 Mar 2010 April 2010

Yahoo News 9.78 10.28 12.10 19.33

Yahoo Jagran 3.58 3.50 3.90 5.45

Times of India 3.90 3.63 3.36 5.32

Ndtv.com 2.50 4.36 2.57 4.47

Manoramaonline.com 1.80 2.04 2.10 3.54

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 India’s leading portal for the past couple

of years, Yahoo certainly has got women

hooked to it for news content.

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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Travel Jan 2010 Feb 2010 Mar 2010 April 2010

Irctc.co.in 0.78 0.84 0.83 1.03

Indianrail.gov.in 0.64 0.71 0.67 0.79

Makemytrip 0.53 0.48 0.49 0.60

Yatra.com 0.31 0.28 0.31 0.40

Cleartrip.com 0.22 0.18 0.23 0.28



By Page Views in MillionsTravel Jan 2010 Feb 2010 Mar 2010 April 2010

Irctc.co.in 25.80 30.52 27.78 37.18

Indianrail.gov.in 19.52 16.74 8.74 21.79

Makemytrip 6.53 5.60 7.13 7.86

Goindigo.in 6.00 4.89 4.24 4.21

Yatra.com 4.12 3.19 3.20 3.39

Within the travel category, while the railway

sites naturally get maximum usage,

Makemytrip leads the pack within the OTAs.

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Jobs Jan 2010 Feb 2010 Mar 2010 April 2010

Naukri.com 1.10 1.17 1.08 1.18

Monsterindia.com 0.62 0.71 0.91 0.76

Timesjobs.com 0.59 0.56 0.59 0.62

Shine.com 0.23 0.33 0.52 0.46

Clickjobs.com 0.04 0.05 0.10 0.11



By Page Views in MillionsJobs Jan 2010 Feb 2010 Mar 2010 April 2010

Naukri.com 41.35 41.98 37.01 32.86

Monsterindia.com 12.04 13.05 16.65 16.05

Timesjobs.com 6.76 6.90 6.94 7.22

Shine.com 2.40 4.21 6.55 4.64

Freshersworld.com 1.32 1.14 1.17 1.36

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

users vs. their male counterparts.

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Music Jan 2010 Feb 2010 Mar 2010 April 2010

Songs.pk 0.69 0.61 0.69 0.81

Beemp3.com 0.26 0.27 0.37 0.37

Smashits.com 0.28 0.24 0.29 0.30

Mp3raid.com 0.10 0.13 0.16 0.27

Raaga.com 0.22 0.23 0.25 0.22



By Page Views in MillionsMusic Jan 2010 Feb 2010 Mar 2010 April 2010

Songs.pk 8.35 9.55 8.81 10.90

Beemp3.com 1.85 1.74 2.49 2.63

Raaga.com 3.40 2.38 2.45 2.20

Smashits.com 1.39 1.41 2.09 1.72

Mp3raid.com 0.99 0.64 0.90 1.42

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 one-

click album download features aid this

website’s popularity.

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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 Topic

1 Music

2 Jobs

3 Celebrities

4 Travel/Tourism

5 Wallpapers

6 kids

7 Beauty/Fashion

8 shopping

9 Greetings

10 SMS services

11 Gaming

12 Health/Fitness

13 Education

14 News

15 Food

16 Finance

17 Matrimony

18 Ayurveda/Yoga

19 Movies

20 TV Entertainment

March 2010

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

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While Indian women agedbetween 25-34 show relativelylower interest on Music sites,they are much more active onTravel sites (they constitute 36%of the total women users onTravel sites)

The Music category is mostfrequented by the younger lotaged 15-24 years

Top Categories

Other categories

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 non-metros 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

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Total Internet

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


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Single women form the

largest user group

based on marital status

across all the top

categories. In terms of

engagement, they

account for a large

62% of all women Page

Views on Social

Networking sites

Page Views

Unique Users

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Page Views

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.

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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Social Networking

Jan 2010 Feb 2010 Mar 2010 April 2010

Orkut 2.94 3.02 3.28 3.41

Facebook 2.52 2.64 3.12 3.41

Ibibo 0.37 0.54 0.78 0.75

Linkedin 0.50 0.55 0.60 0.58

Way2sms 0.49 0.53 0.56 0.62

Social Networking

Jan 2010 Feb 2010 Mar 2010 April 2010

Orkut 363 383 393 368

Facebook 378 411 530 669

Ibibo 7.5 10 16.9 13.9

Linkedin 11.7 12.6 11.2 12.7

Way2sms 11.7 11.5 11.7 13.0


By Page Views in Millions

‘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

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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Facebook has marginally higher %

of women users as compared to

Orkut

However, time Spent by Women

on Facebook is much better

than Orkut indicating better

women engagement on Facebook

Unique UsersOrkut (March 2010)

Unique UsersFacebook (March 2010)

Time Spent onFacebook (March 2010)

Time Spent onOrkut (March 2010)

March 2010

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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

March 2010

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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

March 2010

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Female online activity on the rise

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

There is a definite shift in mail usage fromtraditional E-Mail sites to SocialNetworking sites. E-Mail engagement isalso being replaced by newer forms ofstaying connected

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

Its easy to find young and middle-agedwomen online and they also display greatengagement especially on socialnetworking sites

Within Social Networking, Facebook gets highest female page views

Facebook definitely is attractingdisproportionate time from women whoare naturally interested in communityconversations and activity

Metro women having higher proportion of page views on top categories withhighest being on Jobs

Interactive advertising formats andlocalized content may be a great way totarget online women users from metros

Women pursuing graduation having highest share of page views on ‘Travel’,while married women are higher in unique users than single women on ‘Travel’

Great opportunity for travel – focusedtargeting online (offers, new destinations,last minute packages, reviews etc.)

Non-Metro women users having a higher share on Matrimony as compared totheir share on total internet

‘Matrimony’ sites provide attractiveoption to target women beyond metros

Higher engagement of North Indian Women on Social Networking than othercategories

FMCG brands and product categoriesseeking women in the North can ride onSocial Networking sites

Women online behavior

Business

Transcript of Women online behavior