Latest Buzz in the Indian Internet circuit

Morning roundup of latest buzz in the Indian Internet market.

Office Hours Peak Time For Watching Online Videos – Study
In India, 85 percent of online video consumption happens from offices.

  • 76 percent of all video consumption happens from the top seven metros / mini metros. Mumbai contributes to 14 percent of the consumption, Delhi 12.5 percent and Chennai is the lowest at 6.5 percent, probably because has mostly Hinglish content.
  • 30 percent of daily video consumption comes from Indians outside of India, largely from the Bay area and New York.
  • Entertainment is the key traffic driver.
  • Audiences have an attention span of 3.5 minutes for an online video with 50 percent of the audience dropping off at the 5 minute level. Almost no one watches a segment that is more than 10 minutes long, unless it is a documentary / short film of interest to the watcher.

Download the report.

Indians lead craze for music videos in Asia
Indians are the most passionate, television-driven music consumers in Asia, according to the Branded, MTV and Synovate Music Matters survey – on music habits and attitudes of young urban Asians- released at the 2007 Music Matters Asia Pacific Forum in Hong Kong.

Of the Indian urban consumer respondents, the survey reveals, 67% watch music videos on television almost every day, and 22% watch them two to three times a week, the highest rates in Asia. Regionally, 33% of consumers watch music videos almost every day and 25% watch them two to three times a week.

Although the relatively low Internet penetration rate in India means consumers there use digital music far less than in other parts of Asia, marketers should take note of the fast-growing segment embracing music on mobile phones, with one third of respondents having downloaded and saved a song to their mobile phone in the past month, and 56 % ready to replace their digital music devices with music-playing mobile phones.

BRIC Nations to lead Internet growth through 2011
There will be 1.5 billion people with Internet access in 2011, with the biggest growth in the online population occurring in Brazil, Russia, India and China, according to a new report.
In its “Worldwide Online Population Forecast, 2006 to 2011,” JupiterResearch anticipates that a 38 percent increase in the number of people with online access will mean that, by 2011, 22 percent of the Earth’s population will surf the Internet regularly.

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