Toplines of India Bytes - A Computer Usage & Brand Study by JuxtConsult
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Transcript of Toplines of India Bytes - A Computer Usage & Brand Study by JuxtConsult
India Bytes
Computer Usage Behavior and Preferences of Urban Indians
• Authentic recent estimates of computer user-ship in urban India
• Insightful understanding of computer usage behavior and preferences of urban Indians (place, frequency and duration of usage, configuration details, software usage, printer and peripherals usage, AMC, Internet usage)
• In-depth info on both assembled and branded computer usage, and on both desktop and laptop usage within the branded segment
• Current brand shares and perceptions, as well as expected brand shares
• Future ‘buying intentions’ including timing of purchase, computer types and brands (if branded), configurations and peripherals
Study Overview
Computer usage dynamics and preferences captured through a large ‘online’survey sampling over 5,080 computer users in July-August 2008
Online survey conducted using JuxtConsult Consumer Panel (www.getcounted.net). Panel 65,000 member strong in August 2008, adding over 10,000 new members every month
The online survey data made ‘representative’ of the urban Indian population by using appropriate ‘demographic weights’
Weights derived using authentic Govt. of India population statistics and a large 12,500 household land survey conducted by JuxtConsult in April 2008 across all socio-economic strata in 40 cities
Methodology
Topline Findings
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 1 in 3units 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)
Computer Usership
Usage by Place
Place of Work Only10%
Home Only 12%
Cyber Café Only9%
22%
32%
9%6%
Place of Work - 35% Home - 37%
Cyber Café - 28%Note – there are no exclusive ‘in transit’ users. They all use the computer from one of the above 3 places
Assembled vs. Branded
Assembled
25% 32%
54%
43%
Branded46%
Only Assembled Only BrandedBoth
Desktop vs. Laptop
Desktop
24% 5%
77%
71%
Laptop23%
Only Desktop Only LaptopBoth
Only half of all computer users are employed (1 in 3 in IT sector)
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 the house
Half of home users are 25- years in age, 2/3rd of office users are 25+ years in age
User Profile
Only 12% use it in languages other than English
Almost 2 out of 3 urban computer users access internet, but only10% have bought a computer product online
17” is the most used monitor size (39%), Laser the most used printer (39%)
Only 1 in 3 thinks that buying/using pirated software is ‘unethical’
Only 1 in 3 users have (aware of) an AMC for their computer
Usage Behavior
60% home users feel that computer is a necessity. 87% use it daily 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+ MB RAM. Configuration and advanced features are the biggest drivers in choosing between brands
Only 1 in 4 home users have an AMC
Home Usage
Only 1 in 3 office user has an ‘exclusive’ computer for self (single user)
About 1 in 3 self-decides the configuration and brand of his/her PC at office
46% office users currently have a P4 microprocessor
1 in 3 plan to upgrade their office PC within next 1 year (over half planning to go for/ask for a laptop)
Over 60% desire for 1GB+ MB RAM, only 47% for a 100GB+ hard disk
54% have access to a laser printer in office
Office 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 motivation behind 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 laptop within next 1 year
1 in 3 laptop users have bought a computer product online
Laptop Usage
HP most top of mind recalled brand for ‘computer’
Most Recalled Brands
Category Most Top of Mind Brand % Recalling
Computer HP 19%
Desktop HP 19%
LaptopDellHP
14%14%
Microprocessor Intel 50%
Hard Disk Seagate 23%
CD DriveSonyLG
22%21%
MonitorLGSamsung
28%27%
Inkjet Printer HP 56%
Laser Printer HP 59%
Brand Perceptions
Brand1.0.50.0-.5-1.0-1.5
Attr
ibut
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 that attribute as compared to other attributes.The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all
Top Brands by Usage Share - 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%
% Don’t Know
Microprocessor Intel 75% 9%
RAM Samsung 5% 67%
Hard Disk Seagate 12% 63%
CD Drive LG 17% 58%
MonitorSamsungLG
16%16%
55%
Printer HP 53% 20%
Top Brands by Usage Share - Peripherals
Category Most Used Brand % Using % Don’t Know / Don’t 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%
Top Brands by Usage Share - Software
Category Most Used Brand % Using % Don’t 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% (Don’t Know) 20%
Report Details
Estimation of computer and internet user-ship in urban IndiaOverall
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 computer users in urban India Gender, age, city, city type, region
Educational qualification, current occupation, industry of occupation, preferred language of reading, marital and children status
SEC, monthly household income, most expensive vehicle owned, credit and debit card ownership
Household asset ownership – home, TV, fridge, washing machine, AC, microwave, music system, DVD player, Ipod, camera, video recorder, landline phone, mobile phone and cable TV connection
Information Area Covered
Computer usage status and dynamicsYears since using a computer
Places of usage - multiple and exclusive (home, place of work, cyber café, 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, frequency and duration of usage, per capita users, AMC status
Configuration - processor type, RAM speed, hard disk space, 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
Internet usage status and dynamicsPlace of access (home, place of work, cyber café, 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
Information Area Covered
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
Brand shares and brand perceptions of Desktops/LaptopsTop of mind brand recalls, current and likely brand shares
Brand perceptual map on key category attributes
Information Area Covered
Information Area CoveredBrand shares of Main Parts/Peripherals
Top of mind brand recalls, current and likely brand shares in the following part/peripheral categories:
Processor CD/DVD drive
RAM Monitor
Hard Disk Inkjet Printer and Laser Printer
Brand shares of Other PeripheralsCurrent and likely brand shares in the following peripheral categories:
Mouse Speakers Scanner
Webcam Headset Thumb/Pen Drive
Modem Joystick
Current brand shares of softwaresCurrent 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
List Of Reports
1. Overall Main Report
2. Comparative Report by Place of UsageHome vs. Place of Work vs. Cyber café vs. Transit
3. Comparative Report by Type of ComputerAssembled Desktop vs. Branded Desktop vs. Laptop
Pricing of Reports
Report Price (Rs.)** 12.36% service tax extra
Price (USD)
Any 1 Report 100,000 3,500
Any 2 Report 160,000 5,600
All 3 Reports 200,000 7,000
• Payment Terms : 50% advance, 50% after delivery of all reports
• Delivery Timeline : 1 week per report from date of order
• Report Delivery Format : PDF
Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : [email protected]
• Website : www.juxtconsult.com
Thank You!