In the latest usage-cum-brand tracking study conducted by online research agency JuxtConsult, Gmail has shown significant rise in its user base, emerging as the second most popular email brand in India, behind only Yahoo! Gmail shows the best brand momentum (or future market readiness) among existing the email brands. The email category has seen a 20 per cent growth in usage in last one year.
Sanjay, Director, JuxtConsult, said, “Though Yahoo! still remains the most popularly used email with the new users who are joining the emailing user base, it is Gmail which is becoming the more preferred email among the more experienced email users. Therefore, for Yahoo! the real danger is that in a slow overall Internet usage growth scenario, unless it improves its user retention ratio, it might end up losing more users to Gmail than it may be able to gain from the new email entrants, thereby increasingly slipping in terms of (primary) user share.”
The top findings of the survey show that 20 per cent new users have joined the email category in the last one year. However, only 4 per cent new users have joined the category in the last quarter. Emails are accessed the most from office with 70 per cent of all email users reading email at work. New users access email significantly more from the office and cyber cafés. On an average, they spend 182 minutes per usage day from office. In comparison, they spend 130 minutes from cyber cafés and 78 minutes from home.
Only 47 per cent of all email users come from the top eight metro cities. Forty per cent of all email users are medium to heavy email users spending more than two hours per usage day on emailing. Average email account ownership is 3.4. However, ‘active accounts’ average at only 2. Though 85 per cent of all email users own a mobile phone, only 41 per cent have an email access feature in their phone. Accordingly, only 21 per cent use mobiles phone to download emails (with only 3 per cent doing so on a regular basis).
JuxtConsult had conducted the online survey in November-December 2006 among a sample base of over 1,950 Internet users. Multipliers based on socio-economic classification and town class were used to make the data representative of total online urban population. Such surveys are conducted by JuxtConsult on a regular basis as part of its syndicated brand tracking reports, BrandMomentux, that measures the current and future readiness of brands within a consumer product or service category.