IMRB's Web Audience Measurement report reveals lesser know facts

IMRB International's upcoming Web Audience Measurement (WAM) system has announced a detailed analysis of time spent on websites. A recent report extraction, revealed some lesser known fact on Internet usage behavior in Indian audiences based on Time Spent, Reach and other Reporting Variables. This extraction is based on the I-Cube 2009 universe data of 43 Million Active Internet Users in India.

In August 2010, Social Networking and Emails were among the highest in terms of time spent per reach. A large part of the time spent on Social Networks was led by Facebook; on which an average of more than 160 minutes was spent by an Internet user. Interestingly, the distant second place was held by ibibo.com (48 minutes) which just barely scored over Orkut India (45 minutes).

"Search' activities amongst Indian audiences scored highest in terms of Reach, with Google garnering the most of this reach. A strong fought battle for the second place was noted amongst Bing, Yahoo! and Ask.com.

Speaking on the Travel industry on Internet, Dr. J. Rajaretnam (Sr. Vice President, IMRB International) quoted, "The recent growth in the ("Online Travel') category is not an unknown fact. But the ability to zero down on what channels drive this growth reflects a much clearer picture." The Online Travel Industry showcases IRCTC website at top with 6.1 million people logging in, followed by Indianrail.gov.in, both Government owned entities. The battle of the third place in this industry is amongst the very well known, Yatra.com (2.6 millions) followed by MakeMyTrip.com (1.5 million) followed by Cleartrip.com (1.1 million).

The reported data has been collated using the Web Audience Measurement system that is capable deriving a common currency called Web Rating Points (WRP) that can be easily understood and accepted universally. This pioneering system uses a unique metering technology that has been custom-made for Indian markets and captures Internet usage data from multiple machines and attributes to the same panelist.