Online research agency JuxtConsult has come out with a survey on the online as well as offline preferences and behavioural patterns of Indian Net users. The survey finds Pepsi as the most unprompted recalled brand, whereas Amitabh Bachchan is the most successful personality for Netizens.
The survey, which covered nearly 32,000 Net users, finds that Netsumers associate success very highly with glamour and money. Their top role models are the rich and famous.
Amitabh Bachchan, Sachin Tendulkar, Shah Rukh Khan lead the list with Dhirubhai Ambani, L N Mittal and Narayana Murthy following them among the top 10 role models for Net users. President A P J Abdul Kalam is the only exception at No 5, who stands out for his success other than for money or glamour.
However, Indian Net users essentially look up to only ‘Indians’ as their role models. Bill Gates is the only foreigner in their list of top 20 role models. The next foreigner to follow is Michael Schumacher at No 38.
Brands which are highly visible and relevant to user lifestyles, irrespective of product or service category, sustain themselves in the mind space of Netsumers. Thus, the ubiquitous Pepsi leads the list with Tata, Sony, Raymond, LG occupying the mindspace of Net users.
Pepsi advertisements have also the strongest recall level among Net users followed by rival Coca-Cola, Cadbury’s, Fevicol and Airtel.
The ‘big four’ of the Indian media that dominate the Net users’ mindspaces across the country are STAR TV among TV channels, Times of India among newspapers, India Today among magazines, and Radio Mirchi among radio channels in most geographical regions.
The survey, which is conducted online with the help of three major portals – Rediff, Indiatimes and MSN – is targeted at regular Net users, which it defines as somebody using the Net at least once in a month.
Sanjay Tiwari, CEO, JuxtConsult, said, “The regular Net users of around 17.5 million are affluent English-speaking people, who share common preferences. The marketers who are using the Net to reach to these consumers must catch their lifestyle trends to fit in and remain relevant, or they face the threat of being left out of the shopping basket of these Netsumers.”
JuxtConsult is a joint initiative of Indicus Analytics and Webchutney, which works in the field of online research and analysis, aiming to help organisations to harness the power of the InterNet and New Media to exploit their business potentials.