You may take a man out of India, but his heart (and mouse) is still there

The online marketing and consulting firm JuxtConsult has issued a study of online behavior of NRIs. While the full report is not free, JuxtConsult has released a free presentation with data from a survey of 1549 NRIs settled in various countries. A few snippets from that that marketers will find useful:

  1. A clear pattern emerges when you look at Indians in the Middle East (Gulf) vs. those in the West (Europe/US/Commonwealth). West-settled NRIs have more PIOs among them (i.e. those who have taken citizenship), live with their families, tend to be in their 20s &30s, most hail from Gujarat/Punjab and from tier I and II Indian cities. Gulf-settled NRIs tend to retain their Indian passports, live alone (with family back in India), are older, hail from southern states and tier III Indian cities.
  2. Continuing the trend, West-settled NRIs have continued their higher education there, are more likely to be entrepreneurial or self-employed (but not much), may earn US $5000 or more per month and own a car. Gulf-settled NRIs tend to have finished their education in India, are almost entirely salaried employees, and earn less than West-settled ones.
  3. Online behavior too shows significant differences. While about 3/4ths of NRIs have internet access at home, use of smart phones to do so is higher in the West. Their consumptions differs widely, with Gulf NRIs preferring more Indian content, while West NRIs access more local content. Gulf & Asia-Pacific NRIs also buy more products and services from Indian sites than the West-settled ones. However, only about 30% spend US$100 or more every month.
  4. The no. 1 site for Indian content is www.timesofindia.com.
  5. Stuff most bought include gifts, movie DVDs and books. Gulf-settled NRIs also buy a lot of Ayurvedic medicines. Flowers are popular among West-settled ones.

Here’s a list of the top Indian sites accessed by NRIs:

General news about India
Timesofindia
26%
Business & economic news from India
Economictimes
17%
Financial info from India (quotes, rates, etc)
Moneycontrol
13%
Jobs in India
Naukri
62%
Real estate info in India
99acres
17%
Social networking in India
Facebook
35%
Professional networking in India
Linkedin
39%
Matrimony
Bharatmatrimony
39%
Friendship/Dating
Orkut
25%
Picture sharing
Picasa
22%
PC to PC net telephony with India
Skype
44%
PC to Phone net telephony with India
Skype
18%
Check travel/tourism info about India
Makemytrip
12%
Travel products for India
Airindiaexpress
15%
Online shopping from India (non-travel products)
Indiatimes
19%
Transfer money online to India
Icicibank
19%
Indian video / picture galleries
Youtube
30%
Indian cinema
Bollywood
14%
Indian music
Raaga
19%
Indian sports
Cricinfo
32%

As you can see, one of the top priorities is getting a bride/groom from the same caste/subcaste/state/religion etc, so BharatMatrimony gets a lot of hits.

The survey technique is interesting too. Rather than contact them directly and subject them to a questionnaire, their online activity was tracked through contextual search ad campaigns on search engines and country-specific portals. The survey accounts for online behavior, internet usage, time spend on net and location of accessing internet.

You can see the whole presentation here:

But to get your own copy, download it here. And in case you’re thinking of buying the whole report, would you consider letting us have a peep?

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About ozymandias

What am I? A body and brain, products of carbon concatenation chemistry, an intelligence and conscience to enable bits of DNA evolve. Maybe a pharaoh, maybe a dung-beetle, never more than a safe conduit for some genes.
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