According to a recent international study conducted by a leading global management consulting firm, the London-based AT Kearney Global Research, 53% of Indians are connected to the internet every waking hour which is higher than the global average of 51%.

"The continuous online connectivity is becoming a phenomenon in India with 53% of respondents in the country saying they are connected to the internet every waking hour. That is higher than 51% global average, 36% in China and 39% in Japan," said the study titled 'Connected Consumers Are Not Created Equal: A Global Perspective.'

The study covered 10 countries involving 10,000 respondents in July this year.

The results of the study revealed that continuous connectivity is having a big impact on online retail in the country with social networks becoming a major influencing factor.

"97% of the respondents from India said they have a Facebook account with 77% saying they logged in to the social network daily," said the study.

According to the study, there are three key motivations for Indian people to be continuously connected to internet. They are:-

1. Interpersonal connection - 94% of respondents said that connecting with other people is a key motivation for going online. This factor is the highest among Indian respondents.

2. Self-expression - Sharing opinions with others through the internet. The study says this factor is particularly strong in emerging markets and places where offline self-expression is limited. In India 88% of respondents cited this as a factor for staying connected to the internet. It is a big motivator in China as well where 89% cited it as a reason to be connected to the internet compared to the global average of 62%.

3. Access to services or products and making purchases online - On this front, 92% of the Indian respondents said they go online to access services or for shopping.