Internet surfing in India is usually planned, not spontaneous: Microsoft report

According to a report Microsoft, MEC and Mindshare “Living with the Internet – What is Driving Web Behavior“, spontaneous activity on the internet has halved in the last two years as consumers, conscious of the addictive nature of the web, try to stay focused and make better use of time spent online.

The study was conducted on 7,000 participants aged between 16 to 54 years from 11 countries including India, Brazil, Canada, China, France, Japan, Mexico, Russia, Spain, United Kingdom and the US.

The study revealed that almost all online sessions start with more personal or intimate destinations such as social networks, emails, and blogs; then move to the more public forums such as news, entertainment, and search; finally going back to the personal destinations. This is seen in the infographic below,

Internet browsing routine of Indians

It is a kind of surprising but encouraging to see we are “planning” on something. We joke around on how easy we take things and just don’t plan our work.

The planned online visit pie looks like,

  • India: 72%. Only 16% prompted by an event, conversation or offline media.
  • Worldwide: 79%
  • Japan: 89%
  • China: 76%

Indians have emerged as one of the most organized and planned Internet users.

What are Indians doing online?
Planned vs unplanned internet usage by Indians
Living with the Internet – What is Driving Web Behavior
  • 49% to communicate with others
  • 35% seek information
  • Entertainment in the form of music, video, and gaming is the motivation for going online for 22% of all online occasions
  • 14% to create content in the digital space
  • 12% for online transactions


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