December 16, 2008

Easier Access Will Boost Online Adoption In Metropolitan India

While Lack Of Knowledge Is Primary, Young Also Cite Price And Access Barriers

This is the second document in the "Internet Holdouts Vary From Metropolitan China To Metropolitan India" series

by Dia Ganguly

with Reineke Reitsma, Serena Goldberg

Executive Summary (This is a document excerpt)

India is a major economy in Asia Pacific, but online adoption has yet to become mainstream in even the major cities. In fact, Internet penetration is still less than one-quarter, even among young adults in the major metropolitan cities. For the offline population overall, the No. 1 barrier to adoption overwhelmingly is not knowing enough about the Internet. However, for those who plan to go online in the future, price and access are additional hurdles. Technology marketers, government officials, and educational institutions should continue to collaborate and focus on the needs of youth and young adults. Offline adults younger than 25 are already more likely to go online in the future than older offline adults, and they will dictate the future of Internet adoption of India.

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