Zenith's research focuses on female Internet users, SMEs

Zenith Optimedia has unveiled the results of a new research study it conducted to understand the Internet usage patterns among Indians. The focus of the study was on women and SMEs as a target audience.

Titled 'Digizen', the study targets 15-34 year olds from SEC A/B households, using the Internet for atleast 15 minutes per day 5 days f the week. The focus was also on women & SMEs as a target segment.

Some of the findings of the study include: Workplace is the most common place of internet access; internet access is more on week days; youngsters prefer to access on weekends; 84% of the SMEs access internet daily; people in the IT and BPO industry spend more time on the internet; peak hours during weekdays for females are 10-11 am and 5-6 pm; Females access net on weekends throughout the day and peak hours during weekdays for SMEs are 10am- 1pm and 2-6 pm.

Any kind of communication to net users has high probability of reaching them when advertised during the office hours on weekday. During the weekends they can be reached throughout the day, though preferably post noon.

Internet users spend maximum time on the internet in comparison to other media. In the media hierarchy, TV and newspapers are most influential, followed by the Internet.

Females are more influenced by ads on the radio than Internet and visit fashion, beauty and shopping sites frequently, not really for downloading but do extend to areas like blogging. Within the Internet ads, females notice banners and scrollers more than pop-ups and URLs.

Survey findings indicate that the belief that women are less tech-savvy is a myth, with 46% of the Internet users being females. The frequency and the time they spend on the Internet is also the same as men.