December 7, 2007

More Indians Go Online In Cafés Than At Home

Online Urban India Doesn't Look Like More Developed Markets, Even China

This is the third document in the "Understanding Metropolitan China And India" series.

by Dia Ganguly

with Ted Schadler, Elise Godfrey

Executive Summary (This is a document excerpt)

India's rapidly growing consumer market is still in the early stages of technology adoption. Even among the affluent in India's major metropolitan cities, personal computer adoption is low. As a consequence, more metropolitan Indians go online from outside the home —most often from an Internet café — than from a home computer. Compared with home connectors, Internet café connectors tend to be younger and less wealthy, and they stick to a limited set of online activities. Market researchers should bring this unique Internet reality of Indian consumers to the table where key interactive marketing and eBusiness decisions are being made.

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