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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InformationArea Covered
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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InformationArea Covered
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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InformationArea Covered
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