According to IMRB International’s Web Audience Measurement (WAM) data for the month of March 2011 on base of 43.4 million, the internet usage in India is highest between 1-2 pm in afternoon for people aged 25 years and above and this comprises of total of around 19 million users hooked to the net out of the total 25.4 million. Probably it is the lunch time when people get break from their work and they connect with friends or just surf for fun.
For a youngster aged 15-24 years, peak hour is between 12 PM and 11 PM with 13.6 million users tuned in out of a total of 18 million.
However, on a weekend, the traffic is at its highest at around 12.30 PM for users aged 25 years and above, with about 15 million users a decline from weekdays usage. According to IMRB’s WAM data the usage is driven by 3 major activities – email, online search and social networking usage.
Highlighting and describing the trends, Balendu Shrivastava, group business director, IMRB International said, “Internet usage in a way compliments the other media vehicles radio and television. So when radio usage starts dropping after the morning drive time, internet usage picks up and is fairly consistent till evening 6 to 7 PM time band after which TV picks up.”
At present, ad spends are directed mainly towards the dominant media like television. Online forms merely 2% of the total advertising pie. In future the digital media and Internet advertising spends will surely increase. The marketer and brand managers need to understand that they should not just focus on traffic management but indulge and explore the possibilities of consumer engagement. More interactive and engaging a campaign is, it is better for brand.