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REVEALED: What Indian women do on the web!

June 26, 2013 12:30 IST

REVEALED: What Indian women do on the web!

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In a recent study, Google India revealed trends amongst women internet users in India.

Google India recently released its Women on the Web study that offered fascinating insights into the behaviour of Indian women online.

The study estimated that there are around 60 million women in India who use the Internet. While three out of four women online come from affluent backgrounds, a fair bit of them are slowly but surely beginning to use their cell phones to access the web.

Read on for more insights:


Image: Google's recent study revealed fascinating trends amongst women internet users in India.
Photographs: Vivek Prakash/Reuters

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In 2008, there were about 30 million users online, according to Google India Managing Director, Rajan Anandan. Today that user base has increased to 150 million users of which 60 millions users are women, he said. Of these 60 million, 24 millions women users access the Internet daily.

  • According to the study 75 per cent of the women are under 35 years of age.
  • 36 per cent women are between the ages of 15 and 24
  • 39 per cent between 25 and 34
  • 16 per cent between 35 and 44
  • 6 per cent between 45 and 54
  • And 3 per cent women internet users in India are over the age of 55.

Image: Young demographic: Most female Internet users in India are under the age of 35 years.
Photographs: Denis Balibouse/Reuters

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The study further reveals that on an average, women in India spend around 50 minutes online every day.

Women between the ages of 15 and 24 spend about 52 minutes on the Internet and those between 25 and 34 spend 49 minutes

Women between the ages of 35 and 44 spend the maximum time online -- 55 minutes while those between 45 and 54 and over 55 spend 47 and 46 minutes respectively.

Even as most women access the Internet from home a large number also do so from a cyber cafe and their offices.

Significantly, one out of four women are now using their mobile phone devices to access the Web.


Image: There is an increasing number of women in India accessing the web from their mobile devices, the study revealed.
Photographs: Kevin Lamarque/Reuters
Tags: India

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What do women do online, you ask?

While the survey did not reveal any specific numbers women internet users, it listed out the top eight things Indian women do online:

  • Access email
  • Use search engines
  • Use social networking
  • Download music/video
  • Read education content
  • Search for jobs
  • Hear music/watch videos
  • Read Indian news

  • Image: Accessing email remains the top activity amongst female Internet users in India, according to the survey.
    Photographs: Tony Gentile/Reuters
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    Since search remains one of the top activities, the study gives a lowdown on what it is exactly that women search for online. It reveals a significant growth in the top five categories.

    According to the study, between April 2012 and March 2013:

    • There has been a 26 per cent growth in women looking for apparels and accessories.
    • 41 per cent increase in women looking for food and drinks.
    • 31 per cent increase in women looking for baby care tips.
    • A whopping 50 per cent hike in search queries for hair care tips
    • And 42 per cent increase in women looking for skin care tips.

    Image: The study also pointed to a significant growth in the top five categories of things women search for online.
    Photographs: Punit Paranjpe/Reuters
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    Zooming in specifically on search queries, the study revealed the popularity of ‘how to’ topics.

    Among the top queries include:

    • How to make hair bows
    • How to make cake
    • How to breastfeed
    • How to do hair spa at home
    • How to apply eyeliner
    • How to wear a sari

    Image: How to wear a sari was one of the top searches amongst women in India.
    Photographs: Tony Gentile/Reuters
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    Perhaps the most interesting trend that the study revealed was that an estimated number of 5 million women shop or transact online.

    Baby care products lead the list of things women buy online, followed by skincare/cosmetics products, hair care products food and drink and oral care products.


    Image: An estimated number of 5 million women shop or transact online, the study says.

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    The popularity of the ‘how to’ trend is revealed even in the video viewing habits of women with some 30 per cent women viewing ‘how to’ videos.

    Interestingly 40 per cent of YouTube users in India are women, the study revealed.

    According to the survey, apart from music videos, TV shows and film content, beauty and fashion videos were popular among women on YouTube. Education, health and fitness, home care and cooking were also rated among the top 10 video content categories of choice on YouTube.

    Google India compiled this study along with TNS Australia that conducted research online of over 1000 women in the age group of 18 to 65 and industry reports. Other data sources include TGI and IRS.


    Image: The survey also noted that about 40 per cent YouTube users in India are women.
    Photographs: Eric Gaillard/Reuters

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