Computer Usage Snapshot

8/14/2019 Computer Usage Snapshot

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StudyOverview

Authentic recent estimates of computer user-ship in urbanIndia

Insightful understanding of computer usage behavior andpreferences of urban Indians (place, frequency and duration ofusage, configuration details, software usage, printer and peripheralsusage, AMC, Internet usage)

In-depth info on both assembled and branded computerusage, and on both desktop and laptop usage within thebranded segment

Current brand shares and perceptions, as well as expectedbrand shares

Future buying intentions including timing of purchase,computer types and brands (if branded), configurations andperipherals


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Methodology Computer usage dynamics and preferences captured througha large online survey sampling over 5,080 computer usersin July-August 2008

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

The online survey data made representative of the urbanIndian population by using appropriate demographic

weights Weights derived using authentic Govt. of India population

statistics and a large 12,500 household land surveyconducted by JuxtConsult in April 2008 across all socio-economic strata in 40 cities
http://www.getcounted.net/http://www.getcounted.net/


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Topline Findings

Computer

Usership

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 1in 3 units 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)


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Usage byplace

Place of Work Only

10%

Home Only

12%

Cyber Caf Only9%

22%

32%

9%6%

Place of Work - 35% Home - 37%

Cyber Caf - 28%Note there are no exclusive in transit users. They all use the computer from o ne of the above 3 places


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Assembled vs.Branded Assembled

25% 32%

54%

43%

Branded46%

Only Assembled Only BrandedBoth


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Most preferrwebsitesGoogle lead esd

re

info

specific onlinactivities*

both mindshare and useshare!

specific onlineactivities*

Most preferrewebsites forBranded dAssembled vs.Desktop vs.Laptop

Desktop

24% 5%

77%

71%

Laptop23%

Only Desktop Only LaptopBoth


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User Profile Only half of all computer users are employed (1 in 3 in ITsector)

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 thehouse

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


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Home Usage 60% home users feel that computer is a necessity. 87% use itdaily 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+ MBRAM. Configuration and advanced features are the biggestdrivers in choosing between brands

Only 1 in 4 home users have an AMC


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Office Usage 60% home users feel that computer is a necessity. 87% use itdaily 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 athomes

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+ MBRAM. Configuration and advanced features are the biggestdrivers in choosing between brands

Only 1 in 4 home users have an AMC


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Laptop 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 motivationbehind 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 laptopwithin next 1 year

1 in 3 laptop users have bought a computer product online


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Most RecalledBrands

HP most top of mind recalled brand for computer

Category Most Top of Mind Brand % Recalling

Computer HP 19%

Desktop HP 19%

Laptop Dell 14%

Microprocessor HP 14%

Hard Disk Intel 50%

CD Drive Seagate 23%

Monitor Sony 22%

Inkjet Printer LG 21%

Laser Printer LG 28%


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Brand Perceptions

Brand1.0.50.0-.5-1.0-1.5

A t t r i

b u t 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 thatattribute as compared to other attributes.

The closer it is to 0-0 axis, the less it is associated with any attribute at all


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Top Brandsby UsageShare-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%

% Dont Know

Microprocessor Intel 75% 9%

RAM Samsung 5% 67%

Hard Disk Seagate 12% 63%

CD Drive LG 17% 58%

Monitor Samsung 16% 55%

Printer LG 16% 20%


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Top Brandsby UsageShare-Peripherals

Category Most Used Brand % Using % Dont Know/Dont 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%


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Top Brandsby UsageShare-Software

Category Most Used Brand % Using % Dont 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% (Dont Know) 20%


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InformationArea Covered

Report Details Estimation of computer and internet user-ship in urban

India Overall

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 computerusers in urban India Gender, age, city, city type, region Educational qualification, current occupation, industry

of occupation, preferred language of reading, maritaland children status

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

Household asset ownership home, TV, fridge, washingmachine, AC, microwave, music system, DVD player,Ipod, camera, video recorder, landline phone, mobilephone and cable TV connection


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Computer usage status and dynamics Years since using a computer Places of usage - multiple and exclusive (home, place of

work, cyber caf, 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, frequencyand duration of usage, per capita users, AMC status

Configuration - processor type, RAM speed, hard diskspace, 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


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Internet usage status and dynamics Place of access (home, place of work, cyber caf,

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

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


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

shares Brand perceptual map on key category attributes

Brand shares of Main Parts/Peripherals Top of mind brand recalls, current and likely brand

shares in the following part/peripheral categories: Processor RAM Hard Disk CD/DVD drive Monitor Inkjet Printer and Laser Printer


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Brand shares of Other Peripherals Current and likely brand shares in the following

peripheral categories:InformationArea Covered

Mouse Speakers Scanner Webcam Headset Thumb/Pen Drive Modem Joystick

Current Brand shares of softwares Current 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


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List of

Reports

1. Overall Main Report

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

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


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Pricing of reportsReport Price (Rs.)* Price (USD)

Any 1 Report 100,000 3,500

Any 2 Reports 160,000 5,600

All 3 Reports 200,000 7,000

*12.36% service tax extra

Payment Terms 50% advance, 50% after delivery of allreports

Delivery Timeline 1 week from the date of order

Report Format - PDF


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ContactDetails

Address : 3, Kehar Singh Estate, 1st Floor,Westend Marg, Lane 2, Said-ul-Ajaib,New Delhi 110030

Telephone : +91-11-29535098, +91-98112-56502

Contact Person: Sanjay Tiwari

Email : [email protected]

Website : www.juxtconsult.com

Documents

Computer Usage Snapshot