10. The online women are very different from the offline women 01/27/12 Source : IRS 2011 R1 Highly educated – 70% graduates+ Has higher purchasing power * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Parameter Definition % of internet using female 25+ % of all female 25+ Indices Education Undergraduate 28.14% 43.23% 65.08 Graduate 47.53% 3.68% 1290.21 Post Graduate 24.14% 1.02% 2355.83 MHI >10000 45.35% 92.21% 49.18 10000 to 30000 38.11% 6.99% 545.51 30000< 16.54% 0.81% 2050.48
11. The IUW is more prone to spending on lifestyle needs 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Parameter Definition % of internet using women % of non internet using women Indices Travel Abroad 5.98% 0.44% 1362.24 India 45.43% 6.29% 722.38 Eating out 44.64% 3.78% 1180.38
12. The IUW’s other media consumption is also significantly higher 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Parameter Definition % of internet using women % of non internet using women Indices Media TV 95.45% 43.29% 220.48 Radio 61.93% 16.02% 386.53 Press 96.32% 21.89% 439.97
13. The IUW’s high purchasing power results into ownership of high value goods 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Definition % of internet using women % of non internet using women Indices Refrigerator 84.76% 18.01% 470.62 Cell phone 84.45% 17.06% 494.87 Washing Machine 60.39% 6.65% 908.60 Automobile 36.68% 2.62% 1399.10 Air Cooler 36.29% 9.53% 380.94 Electric Water Purifier 30.04% 1.91% 1572.39 Electric Geyser 27.82% 1.73% 1606.54 Air Conditioner 27.38% 1.40% 1958.54 Microwave Oven 22.87% 1.09% 2093.61 Vacuum Cleaner 16.26% 0.59% 2770.58
14. The IUW’s are more inclined to buying branded goods 01/27/12 Source : IRS 2011 R1 * The indices have been calculated as % female 25+ using internet / %all female 25+ x 100 Definition % of internet using women % of non internet using women Indices Biscuits 93.11% 78.96% 117.92 Ketchup/Sauces 53.03% 5.76% 920.39 Branded Baby Foods 4.59% 1.05% 437.46 Branded Disposable Diapers 5.10% 0.83% 616.05 Instant Noodles 60.15% 11.98% 501.98 Branded Soup 13.57% 1.07% 1273.15 Chocolates 40.72% 4.49% 906.56 Mineral Water 44.64% 6.29% 710.19
17. Their search interests coincide with the category we operate in Source: Microsoft and Starcom MediaVest Group Study 2010 “ Secret Online Lives of Mothers…” Of 3.2 BN Google searches that happen in India every month, 12-15 MM searches are on nutrition (0.5%) 55-65 MM are on health (2%) 01/27/12 Top areas of importance for TG % of TG who said it was important Health/ Nutrition/ Medical 91 Bank/ Finance/ Property 84 Career Training 82 Fitness 81 Mother’s Education 80 News/ Current Affairs 77 Food/ Cooking 76 Personal Care 75
18. They are most highly influenced by all three types of web ads 01/27/12 Source: Nielsen Study 2010 “ Women of Tomorrow”
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20. Once convinced, they can be the best brand advocates 90% of the surveyed moms in India agree that “ good brands are worth talking about .” 72% says “I can always persuade friends and family to buy the same product or brand.” More than 48% share their purchasing experiences through online channels. 47% usually refer to discussion groups or forums before making purchases. Online Brand Advocacy Source: Microsoft and Starcom MediaVest Group Study 2010 “ Secret Online Lives of Mothers…” 01/27/12