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Indians are logged on 3.5 hours per week

8 October, 2010

MUMBAI — Indian internet users use the internet for 3.5 hour a week, clocking an average of 26 minutes a day. Indian users also spend 12% less time on internet over weekends.

These are the initial results of the new Internet Audience Measurement (IAM) soon to be launched by IMRB International in association with the Internet and Mobile Association of India (IAMAI). This pioneering initiative goes beyond technical jargons, and measures internet use in a currency that is commonly understood and accepted in India. The Internet Audience Measurement system uses an unique metering technology that has been custom-made for Indian markets and captures internet usage data from multiple machines and attributes to the same panelist.

The data also shows that women spend lesser time online as compared to men during weekends and the time spent online on weekends is lower for both men and women. The study shows that activity on social networking sites increases gradually during the week reaching a peak on Fridays, increasing by over 12%.

The study also highlighted that while bank sites are accessed by more people during weekdays, those who accessed bank sites on the weekends spent a much longer time on these sites.

About IMRB International
Established in 1971, IMRB International is a pioneer in market research. IMRB is a member of the Kantar Group, part of the WPP company. Kantar is one of the world’s largest consumer insight networks. IMRB's footprint extends across 26 offices in 14 countries – Algeria, Australia, Bangladesh, Egypt, Hong Kong, India, Japan, Malaysia, Netherland, Saudi Arabia, Sri Lanka, South Korea, UAE and United Kingdom. With over 1200 full time staff, IMRB provides high quality conceptualisation, strategic thinking, execution and interpretation skills. IMRB International is the only research company in India that offers such a wide range of research based services to its clients. IMRB International's specialised areas includes consumer market research both quantitative and qualitative, industrial market research, business to business market research, social and rural market research, media research, retail research, and consumer panels.

About IAMAI  

The Internet & Mobile Association of India (IAMAI) is a not-for-profit industry body registered under the Societies Act, 1896. Its mandate is to expand and enhance the online and mobile value added services sectors. It is dedicated to presenting a unified voice of the businesses it represents to the government, investors, consumers and other stakeholders. The association addresses the issues, concerns and challenges of the Internet and Mobile economy and takes a leading role in its development.

For more details contact:
Seema Saini
Head Corporate Communications
IMRB International
4th Flr, ‘A’ Wing, Mhatre Pen Building; Senapati Bapat Road; Mumbai 400 028; INDIA
Tel:  91-22-2423 3929 (DID), 91-22-2432 3200 Extn 929
Fax: 91-22-2430 4870
Cell: 91-98206261708

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