In India the web is now established as a mass market media channel for
the wealthy. Email has become a mass market media channel for office
workers and professional classes. Mobile (for SMS) is a mass market
media channel across many demographics, but while mobile use is very
high, mobile devices and the web will not properly converge until late
2010.
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| DIGITAL USER CHART |
The main changes in internet access have happened in the last five
years and the internet has become an essential part of office life, and
plays a key role in many homes. The number of people with access
continues to rise, but so too does the time they spend online.
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| Internet user in India |
Broadband
access is growing fast, but the number of home connections lags behind
comparable markets; however although the number of connections is low, a
large number of people in high-end demographics have access. Significant infrastructure problems remain, creating a high cost for
access compared to average wage rates.
