73 per cent Indian net users are online buyers: first Indian net users survey

Our Corporate Bureau
06 May 2005

Mumbai: The Internet & Online Association, a not-for-profit organisation, has released its latest research on internet user's proclivity for the entertainment industry.

This research, conducted in collaboration with Cross-Tab Marketing Services, pioneers of Online Research in India. is a first of a series addressing various industries. The research was undertaken to understand the 25-million strong internet user's and above 37-million mobile users media habits and will serve as a resource for marketers for film channels and production houses.

The research assumes significance since marketer have endeavoured to cater to this growing segment of consumers. The study would help showcase the importance of integrating the internet and mobile as a vital medium in the traditional media mix to highlight new age patterns that influence the decision making process.

Commenting on the release of the research Preeti Desai, president, Internet and Online Association, said, "The Indian entertainment industry stands at over 20,000 crore and is expected to reach 45,000 crore by 2009. Film marketers already have a substantial presence online but do not promote their films online with almost negligible focus on advertising-related. film related ecommerce (online ticketing, film merchandise inclusive of audio and video VCD's and DVD's, posters and star clothes).

The research was undertaken with a view to empower this sector with actual statistics and to create a realisation amongst movie house and film channels that their prime demographic is online and thus "e" and the "m" of marketing should be an integral part of their media mix.