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Of the Indian youth (15 to 24 years) connected to the Web, 50 per cent access it via mobile phones everyday, according to a study by online audience and ad measurement platform, Vizisense. Another 12 per cent use mobiles to access the Web once a week, while 13 per cent do so once a month.
While 25 per cent of respondents claimed to never access the Web via mobile, 23 per cent of those who do used e-commerce to make online payments. Among those who accessed the Web via mobile, 79 per cent claimed to access e-mails; 67 per cent sought out social networking sites; 54 per cent searched and another 51 per cent engaged in chat.
More time on Web than TV
Among young Web users surveyed, 56 per cent claimed to spend more than two hours on the Internet during weekdays, against 44 per cent who claimed over an hour was spent watching television. On weekends, 69 per cent claimed to spend over two hours on the Web, while 35 per cent said they spent over three hours watching television, informed a Vizisense statement.
On the youth behaviour revealed by the study, Mr Amit Bhartiya, General Manager, ViziSense, said, “They show high dependence on the use of the Internet for almost all their commerce, entertainment and other content consumption and this should only reinforce the importance of this medium for marketers.”
Social media for research
To access information on companies and their products/services, this segment claimed to visit social media pages of companies most (67 per cent), according to the study. In comparison, 54 per cent claimed to visit company Web sites and online news sites for information on companies, while 42 per cent claimed to visit review sites.
Mobile phones as a product category was researched the most online (85 per cent of respondents) prior to purchase, followed by laptops and tablets (79 per cent) and cars and bikes (67 per cent).
Young Web users ‘mature'
Among those surveyed, 61 per cent had been actively using the Internet for over two years, with another 19 per cent claiming to be active on the Web for between one and two years. The remaining 20 per cent have been actively using the Web for less than a year.
ViziSense engages an online panel of 130,000 in India, of which 500 in the age group of 15 to 24 years were surveyed for this study.
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