While everyone knows that India’s Internet user base is growing, not much is known about the demographic profile of these users. In a bid to address this issue, Komli Media had recently conducted an Online Audience Demographic Survey across four categories – Travel, Technology, Social Networking and Business/Finance.
The survey was conducted over 26 days from June 4 to June 30, 2008. The survey done was developed in-house in consultation with experts familiar with statistical and sampling methodology.
The conclusive finding across all channels was that more than 80 per cent of the respondents were males and at least 60 per cent were in the 15-30 age group, indicating the skew of the Indian Internet audience towards the young male. A relatively higher proportion is graduates and roughly 20 per cent work in the IT industry.
Akshay Garg, Business Head & Founding Manager, Komli Media, said, “We all know about the skew in the Indian Internet audience towards the young urban male, but do we know anything more than that? As an ad network, we have always maintained that online spends should be related to the audience you are reaching and not just the site alone, and we have reason to believe that the findings of this study will help our advertiser clients make more considered spending decisions, while helping our publisher clients work towards increasing their target audience base.”
In the Travel category, a majority 62 per cent of the respondents are in the 15-30 age group. 38 per cent have a college degree, while 30 per cent have a post-graduate degree. 33 per cent are professionals, with nearly a fifth (17 per cent) employed in the IT industry.
In the Technology category, a majority 70 per cent of the respondents are in the 15-30 age group. 39 per cent have a college degree, followed by 28 per cent respondents who are still pursuing a Bachelor’s degree. A significant portion of the respondents (31 per cent) are students. Only 18 per cent work in the IT industry, illustrating that technology content is not for techies alone.
Quite predictably, in the Social Networking category, a majority 80 per cent of the respondents are in the 15-30 age group. Most (37 per cent) have a college degree. Majority of the respondents (40 per cent) are students, while as many as 22 per cent are employed in the IT industry.
In the Business/Finance category, 67 per cent of the respondents are in the 15-30 age group. However, more than a fourth (28 per cent) is in the 30-45 age group. 50 per cent are graduates, indicating a higher level of educational attainment than in the travel, technology and social networking channels. 25 per cent of the respondents are in the service industry, while 17 per cent work in the IT industry.
Komli Media is a technology-driven ad network, which provides services for advertisers and publishers around the world to help make online advertising simpler and more efficient.