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Search, Email, Social Networking are top 3 online activities for Indian women: Study

by Satrajit Sen

The top three online activities for Indian women are search, email and social networking, according to a study by Komli Media’s online audience and ad measurement platform ViziSense. The study also shows that shopping does not figure among the top seven categories of websites accessed by Indian women.

by Satrajit Sen

The top three online activities for Indian women are search, email and social networking, according to a study by Komli Media’s online audience and ad measurement platform ViziSense. The study also shows that shopping does not figure among the top seven categories of websites accessed by Indian women.

The study further reveals that the best time for finding maximum women users on email sites is between 11 am and 12 noon, while maximum women users on search sites can be found between 3 pm and 4 pm. It was also found that presence of women on social networking sites is consistent throughout the day and it peaks at 9 pm.

According to ViziSense, the findings are based on a study, titled ‘Understanding the online behaviour of Indian women’, conducted over a four month period from January 2010 to April 2010 and involved real time tracking of the actual online behaviour of about 2,200 women that form part of the ViziSense India panel.

The study states that 80 per cent more women from India visit Facebook than Orkut. Among email websites, it was found that Gmail and Yahoo Mail are more popular than other email sites among Indian women, both in terms of unique visitors as well as page views. Music, jobs and celebrities are the top three searched categories for Indian women.

Though, email websites are accessed more frequently by Indian women, social networking websites get higher page views indicating more engagement. “This could also mean that some chunk of email activity is moving to social media — actions such as sharing and posting on a friend’s walls,” Amit Bhartiya, business head, ViziSense, told AlooTechie.

According to the study, 58 per cent of women users in India originate from metros. However, when it comes to the use of matrimony websites, this percentage falls down to 50 per cent. This trend is again reversed in the jobs category, where women in the metros generate 20 per cent higher page views on job sites, as compared to the average page views generated by women in the non-metros.

Speaking about the objective behind the study, Amit Bhartiya said, “Women form 22 per cent of the 5 crore active Indian internet universe. This report will help marketers by providing significant insights into where do they find women most engaged and what online content fits their appeal and what profile of women display what kind of preferences.”

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