digital media outlook 2010

8/8/2019 Digital Media Outlook 2010

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DigitalMediaOutlook2010

AstudyoftheIndianDigitalMarketingScenario


2/17

In 2009, we witnessed a dramatic pace of change in theadoption of digital worldwide by consumers, marketers,publishers and agencies alike. The growth of this mediumover the last decade has surpassed that of any othermedia, with popular social networking site Facebookboasting a larger worldwide user base than entire

population of countries put together and citizens taking charge of theirnations' state of affairs by disrupting political agendas on Twitter.

As the intensity of the power that online has put into the hands of massesmagnifies, advanced cutting-edge and sophisticated technologies areshrinking boundaries to enable faster, agile and seamlesscommunications across demographics. Human-computer-interaction andsocial behaviour online have become deep subjects of interest andresearch among marketing experts and brands alike. In a post-digitalenvironment, considering the frenzied pace at which this medium isprogressing, how will brands communicate with their consumers throughmeaningful deliberate action?

And how are marketers gearing up for this change?

In a country where more than half of its population is below 25 years of

age, how are digital communications influencing and shaping consumerpreferences? The answer lies with the largest age-group of 25-35 yearsactive online in India today who access the Internet anytime anywhere,and prefer 'functionality' over brand image.

Today, branded content must hold equal importance as free value for themarketing message to permeate and touch the lives of target audiences.One-way marketing messages will die a slow death, but the wave ofchange brought about by digital best practices will leavebrands confounded if they don't adapt to interactive methods ofengagement quickly.

We attempt to understand the current state of digital, specifically the

online medium in terms of marketers approach in adopting this mediumto increase brand value and keep pace with changing trends. The 2010Digital Media Outlook Report presents a dynamic view of online ad-spendsof top 1000 advertisers in India, their rationale in using this medium, andtheir outlook towards this medium in the next fiscal.

Sidharth RaoChief Executive OfficerWebchutney


3/17

Ad-Spends ofTop 1000 Marketers

in India

DigitialOutlook 2010

Prologue4

Contents

6

Usage, Attitudeand Perception ofOnline Medium

12

24


4/17

Prologue

Amidst strong recessionary headwinds of 2008-09 that blighted the globaladvertising market, a stellar 66% growth recorded in 2009-10 bearstestimony to the imminent boom in India's online industry.

On the other hand, the medium remains bogged in a quagmire of paradoxand irony with the lowest spend-share in the ad-pie. If we dig deeper, theadvantages of the medium over traditional media have become an impedimentto its growth. Specifically, the innate advantage of i ts 'measurability' hasbeen stretched to 'over-measurability' which reflects in the gap between

marketers understanding of the medium versus its actual potential.With its promise of a large audience base and contextual targeting, SocialMedia has become a norm with every second marketer across verticalsand businesses looking to advertise online today. Its growth trends areimpressive (40% growth estimated in 2010-11) with 63% marketerseither using or planning to use it in the near future. Yet this medium doesnot seem to deliver expected results for marketers and there is a sense ofdissent in its effectiveness. The reason lies in the 'one size fits all' approachadopted by most advertisers. A measure of impact on brand credibility, itsreputation, and number of recommendations/brand referrals add equalvalue in judging the 'engagement value' of this medium.

The range of options open to advertisers online have grown beyond Searchand Display. Interactive online channels such as E-commerce are expectedto provide the much needed momentum in India's digital economy. It is,however, one of the most underutilized channel with only 20% of top 1000marketers who account for a substantial 73% of total ad-spends, engagedin it currently. Other online channels such as Viral Marketing/Online Video,Ingame Advertising, Virtual/Augmented reality et al witness the same fatedue to lack of understanding of the value added to a brand's overallmarketing strategy.

It is customary for us to applaud innovation in traditional media butmarketers fail to make optimum use of innovative customer engagementmethods online that yield a higher return-on-investment in long-term brand-

building. This blinkered or tunneled vision also decelerates growth of onlinemarketing in India. Higher recall value, and staying 'top of mind' are equallyimportant and add up to a brand's effort in 'reaching' out to the masses.The Digital Media Outlook 2010 report attempts to understand therationale behind marketers' allocation of ad-spends across media andoffers deep insights to their perception of the online medium.

Note: All ad-spend figures and responses estimated in the report representthe Top 1000 marketers only (not the entire industry), unless specified.

Shweta Bhandari, Digital Research Analyst, Webchutney


5/17

Our survey of top 1000 marketers in India indicates a steady 15%

CAGR in overall ad spends for the period spanning 2008-2011. The

ad-market grew 16% in 2009 from the previous fiscal even as its

global counterpart remained shrouded in gloom with predictions ofnegative growth. The IPL and General Elections in 2009 may have

been strong propellants of growth as expected, and the positive

trend is expected to continue with 14% growth in overall ad-spends

in 2010-11(E).

Indian Ad-Market Grew 16% in 2009(All Media)

18,95116,289 21,523

2010-112009-102008-09

Year on Year Growth in Indian Ad-Spends

Total Ad-spends (in Rs Cr)

Ad-Spends ofTop 1000 Marketers

in India


6/17

Online witnessed a significant 66% growth in 2009, ahead of any

other medium, as increasing number of marketers shifted ad-spends

from traditional media to online. In comparison, growth of TV and

Print was sluggish at 14% and 10% respectively. Despite positive

growth, it is ironic that top 1000 marketers who contributed 73% to

the overall ad-pie allocated only 4% of ad-spends online. Television

claimed the largest spend share of 45%, followed by Print with 38%

and BTL advertising with 19%.

Online Makes Significant Gains; StillRemains a Fraction of the Pie

8

Online, 603Mobile,95

Radio, 714Outdoor, 1032

Ad-Spend Share by Medium ofTop 1000 Marketers, 2009 (in Rs Cr)

Print, 6183

TV, 7284

Note: Ad-Spends estimated in Digital Media Outlook 2009 were based on

Top 500 Marketers hence may differ from 2009-10 report

BTL, 3040

One of the primary reasons for online contributing lowest share

to the overall pie is the 80:20 paradigm witnessed in budget

allocations. We notice a repeated trend from our survey in

2008-09, as verticals with maximum overall ad-spends

contribute the least online, whereas marketers with relatively

smaller ad budgets spend higher online.

FMCG contributes the largest share of 42% (Rs 7,910 crore)

to the total ad-pie, but shells out a frugal 9% online. BFSI with

overall spend share of 7% contributes maximum to online

spends with Rs 114 crore (19%). Similarly, Consumer Services

sector is the second largest contributor to online spends with

18% of its overall ad-spends allocated to this medium, while its

contribution to the overall ad-pie is almost half at 9%.

The 'Virtual' Paradox

42%

9%

11%

9%

9%

18%

7%

12%

7%

19%

6%

4%

4%

2%

4%

2%

3%

2%

3%

4%

2%

3%

1%

13%

1%

3%

Overall2009-10

Online2009-10

Retail

IT/ITES/Internet

Media/Pub/Entertainment

Real Estate

Pharma

Lifestyle Goods

Infra/Equip/Manufac

Auto

BFSI

Telecom

Consumer Services

Durable Goods

FMCG

Ad-Spend share by Verticals


7/17

A whopping 65% of online ad spends are accounted by Display,

Website development and Search, and they are expected to continue

to dominate the online landscape in 2010-11 too. Display has and will

continue to dominate almost a quarter of online ad spends next FY.

Across verticals, BFSI, Consumer Services and IT/ITES/Internet

sector which were the top contributors, accounted for 50% of online

ad-spends across various executions in 2009. High growth in share

of online spends is expected from FMCG, Durable Goods and Retail

sectors in 2010-11.

Display has Maximum OnlineSpend Share

10

24%

22%

18%

10%8%

6%5%

3% 2%

25%24%

21%

9%7%

6%

3% 2% 2%

Display Website SEM/O EDM AdNet Social Others Affiliate Viral

Ad-Spends Across Online Executions

Share 2009-10 Share 2010-11

As marketers with large ad-spends experiment with a variety of

executions online to fully explore the potential of this medium, we would

expect to witness an increased contribution of this medium to the

overall ad-pie. FMCG and Automotive have displayed keen interest in

the medium with heightened visibility in 2009 to capture the Indian

masses online specifically with display advertising, but the depth of

utilization has been limited to lead generation activities to a large

extent. Most marketers seem to approach online with the typical mass-

media mindset, overlooking its biggest strength in building organic

brand engagement and experiences.

BFSI

Consumer Services

IT/ITES/Internet

Telecom

Durable Goods

FMCG

19%

18%

13%

12%

9%

9%

4%

4%

3%

3%

2%

2%

2%

16%

19%

13%

12%

10%

10%

4%

3%

3%

3%

2%

3%

2%

Real Estate

Auto

Retail

Media/ Publication/Entertainment

Lifestyle Goods

Infrastructure/Equipment/Manufacturing

Pharma

Online Ad-Spends by Verticals

Share 2009-10 Share 2010-11


8/17

12

Social Media Sheds the 'Beta' Tag

In 2009, Social Media usage increased with 5 in 10 marketers

advertising across popular networks like Facebook, Youtube, Orkut etc.

Marketing strategies of a large number of advertisers across the globe

have evolved beyond the traditional 'one-way' messaging by leveraging

social platforms to amplify customer-engagement and bring the brand

alive through authentic, one-on-one conversations. While the effect ofthis phenomenon has rubbed off on Indian marketers, most of them

are still at a nascent stage in identifying optimal use of the channel in

promoting advocacy among the online Indian audience.

Stage of Usage Across Online Executions

85%69%

62% 55% 51% 50%

2%8%

7%8% 11% 13%

13%

24% 31% 38% 38% 38%

SocialMedia

Platforms

Display-Rich/

Interactive

EDM

Display

Text/Static

Promo

Website

Brand

Website

Primary Executions

Ongoing/Currently Used

Planning to Use

Not too Sure When

Usage,Attitude

andPerception

of

OnlineMedium

Note: Executions with 50% or more usage indicated by marketers,have been considered Primary.


9/17

Mobile: Much Ado About Nothing?

2009 was touted to be the year of Mobile with over 600% growth1

expected in ad-spends on this medium , however actual growth of

mobile has only been 45% and is likely to drop to 36% in 2010-2011.

While the number of mobile users has increased exponentially in India,2

only 1 out of 25 mobile users surf online through their mobile . Assmart-phones break away from the 'niche' tag, mobile Internet

penetration increases with evolution in mobile content as well as

mobile ad-serving platforms, coupled with the advent of 3G technology,

mass-consumption will play an influential role in the development of

mobile marketing landscape in India.

Spend Share of Mobile in Ad-Pie

Rs 65 Cr

Rs 95 Cr

Rs 129 Cr

2008-09 2009-10 2010-11

0.4%

0.6%

0.8%

At the same time, more than 50% of online marketers still engage in

primary executions such as creating brand websites (85%) and display

ads (62% engage in Text/Static ads). Low usage of 'Tertiary

Executions' like Viral Marketing (21%) and interactive/emerging media

like Branded Sponsorships (19%), E-commerce (20%), Ingame

Advertising (9%) has been one of the biggest barriers in whole-hearted

adoption of online marketing.

49% 43%33% 33% 32% 30% 28% 26%

8%6%

8% 7% 4% 7% 5% 11%

44% 51% 59% 60%63% 63% 67%

63%

Mobile

Ads/Apps

BlogsPaid

Inclusion

AdverblogsPaid

KeywordSearch

Contextual

Search/Listing

SEO/SEMAd

Network

Secondary Executions

21% 21% 20% 19%

11% 9% 8% 7% 2%

14%5% 6% 5%

6% 10% 3% 7%

5%

66%74% 75% 76%

84% 82% 90% 87% 93%

Online

Video

E-Commerce

Branded

Sponsorships

Referrals/

Affiliates

In-Game

Advertising

Podcasts

Virtual/

Augmented

Reality

App-vertising

Tertiary Executions

Ongoing/Currently Use Planning to Use Not too Sure When

Note: Executions with 50% to 25% usage indicated by marketers, have been considered Secondary.Executions with 25% usage or below indicated by marketers, have been considered Tertiary.

14

Viral

Marketing

1Webchutney Digital Media Outlook 2009 Report

2Juxt India Mobile Report 2010


10/17

Today, 9 out of 10 online search for product information on

the Internet. E-commerce has the ability to bring the much needed

'differentiation' that brands struggle to obtain in an over-crowded

and fiercely competitive market. Online consumers, who form a

sizeable chunk of any brand's target audience with growth in

Internet penetration across classes, have become a powerfulresource for such brands to influence brand image, visibility and

recall among their peer groups both online and offline.

The convenience associated with researching for products and

purchasing them online cannot be replicated at a brick and mortar

outlet. Next generation digital consumers are quick to realize the

efficiency of a 'click and mortar' store. This 'disruption' in the

traditional purchase model will only increase in the future with

greater exposure to technology and the advent of m-commerce.

In our conversation with marketers, 7 out 10 indicated they were

not sure how soon they would include e-commerce in their

marketing strategy and only 20% marketers have utilized this

channel in 2009.

Indians

E-Commerce Demands More Attention

16

21% 21% 21%

10%8%

7%6%

3% 2% 1%

ConsumerService

% Spend Share of Mobile AcrossVerticals 2009-10

Auto

DurableGoods

Infra/Equip/Manufac

LifestyleGoods

IT/ITES/Internet

BFSI

RealEstate

Telecom

Pharma

SMS/Text based marketing has been the only predominant activity

undertaken in Mobile sans innovative and engaging made-for-mobile

interactions in 2009. App-vertising and location based advertising have

garnered significant traction on engaging platforms like FourSquare,

Gowalla globally, but lack of similar innovations and adoption by users

in the Indian context has failed to convince marketers to subscribe to

the hype created around this medium.

Only a handful of marketers (25%) claim to increase spends on this

medium next FY; majority (38%) claim to decrease spends or keep it

same (38%).


11/17

In an attempt to understand what drives allocations of budgets to

online based on marketers' perception and awareness of various

attributes and strengths of the medium, we find a majority of sectors

like FMCG, Durable Goods, Pharma and Infrastructure/

Manufacturing/Equipment investing online for its ability to 'generateleads' and being a relatively 'economical' medium. Only a handful of

them like Automotive and Media/Publication/Entertainment engage in

online activities to spread 'brand awareness' and 'engage customers',

while few sectors such BFSI and Consumer Services find value in

'utilizing it in integrated marketing campaigns'.

Perception of Online: Just Another'Lead Generation' Medium?

18

It is ironic that top 1000 marketers' usage of an interactive medium

like online is minimal, whereas 'driving customer engagement' is a top

marketing priority. If Internet is not the most engaging medium then

which medium is?

These are some of the pertinent reasons why online remains at the

fringe till date. Its ability to target selective audience accurately, poses

a great advantage over 'wastage' witnessed with other mediums but

the number of marketers realizing this potential are few and far in

between. Their 'mass media' approach towards online has rendered it

just another tool to acquire leads, which may or may not deliver results

as effectively as offline channels.

Marketing Objectives of Top 1000 Marketers

Increase Sales/Leads

Image Consolidation

Increase Reach

Product Differentiation Base:801

1

Brand Awareness

2

4Customer Engagement

3

56

Vertical

-- 1.51.0.50.0.51.0

-

-

-

-

-

.8

.6

.4

.2

.0

.2

.4

.6

.8

1.0

Internet is an Economical Medium

Ability of the Internet to generate leads for your brand

Awareness of your brand on the Internet

Reach of Internet in your target audience

BFSI

Auto

Pharma

Infrastructure/ Equipment/Manufacturing

FMCG

Consumer Services

Durable Goods

Ability of Internet to engage customers

Measurability of Return-on-investment on the Internet

Your brand utilizes the Internet in integrated marketing campaigns

Media/Publication/Entertainment

Attributes

Note: The closer a vertical is to an attribute, the stronger it associaties

with that attribute vis-a-vis other attributes.


12/17

Although marketers were forthcoming in embracing Social Media in

2009, certain degree of dissatisfaction with Social Media can beattributed to lack of awareness in metrics and optimum/appropriate

utilization of this medium.

Despite greater visibility of brands in the Telecom, FMCG and

Automotive sectors (to name a few) across social networking sites in

particular, almost 2 out of the 5 marketers who engage in social media

advertising express dissatisfaction with campaign results.

Social Media seems to have become a popular 'fad', but marketers

haven't really understood how to navigate and steer brand advocacy

among online communities to their distinct advantage. Expressions suchas 'Consumers are the new social currency' are afloat, but haven't been

absorbed at the heart of online campaigns to target influencers who

'humanize' brand messages and build positive experiences/brand image.

Dissatisfaction with Social Media ExecutionRelatively Higher. Cool "Tools" Like

Augmented Reality, Podcasts Fail toLive up to the Hype

20

Primary Executions

Secondary Executions

It is obvious to note a high level of satisfaction with online executions

where ad-spends are maximum notably with Website Development,

Display and Search, while maximum dissatisfaction is witnessed with

Tertiary Executions like Virtual/Augmented Reality, Podcasts, In-Game

Advertising, Branded Sponsorships and E-commerce which have not

been able to find a strong footing in online marketing efforts.

0%

20%

40%

60%

80%

100%

BrandWebsite

PromoWebsite

DisplayText/Static

EDM Display Rich/Interactive

SocialMedia

Platforms

Tertiary Executions

Viral

Marketing

OnlineVideo

E-Commerce

Branded

Sponsorships

Referrals/

Affiliates

In-Game

Advertising

Podcasts

Virtual/

Augmented

Reality

App-vertising

0%

20%

40%

60%

80%

100%

Dissatisfied Neutral Satisfied

Dissatisfied Neutral Satisfied

AdNetwork

SEO/SEM

Contextual

Search/Listing

PaidKeyword

Search

Adverblogs

Paid

Inclusion

Blogs

Mobile

Ads/Apps

0%

20%

40%

60%

80%

100%


13/17

No Yes22

CPM-Impressions

CPC/CTR/CPA-Clicks/

Conversions

Page Views/

Site Visits-Impressions

Number of Leads

Geerated-Conversion

Reponse to Mail/User/

Inquiries-Conversion

Audience Measurement

System (Paid)

Share of Voice (SoV)

Not Analyzed/Doesnt Work

Reputation Metrics

for Social Media

Audience Measurement

System (Free)

33% 67%

30% 70%

27% 73%

47% 53%

54% 46%

77% 23%

80% 20%

85% 15%

84% 16%

84% 16%

7 out of 10 marketers use impressions, clicks and page views,

which are pro lead-generation to evaluate effectiveness of

online marketing activities. If we dig deeper, the advantages of

the medium over traditional media have become an impedimentto its growth. Specifically, the innate advantage of its

'measurability' has been stretched to 'over-measurability' which

reflects in the gap between marketers understanding of the

medium versus its actual potential. Metrics such as

clicks/views/impressions provide 'Quantitative' guidance only,

not a long term approach to 'Brand Building'.

None of the marketers are looking at measuring consumer

behaviour post exposure through other, equally important

factors such as brand searches or view-through conversions

amongst control groups. While marketers have been bullish inpromoting brand-awareness through social media, most

attempts at measuring effectiveness of such campaigns

remain limited to the number of 'fans/likes' generated from the

group/page/community. Cross channel synergies require

bespoke evaluation, and the measure of effectiveness of a

social community also translates into impact on brand

credibility, its reputation, and number of

recommendations/brand referrals which add equal depth in

judging the 'engagement value' of this medium.

Marketers Need to Find ValueBeyond Clicks


14/17

The pace at which digital marketing has evolved worldwide in just the

last decade is evident in the rampant disruption caused in traditional

marketing methods. How has the Indian advertising market responded

to this change? When questioned about the relative effectiveness of

online vis-a-vis traditional media in our discussion with decision makers

who hold the power to drive this change, a few things emerged clearly.

53% marketers still believe online is 'Less Effective' in creating

brand awareness compared to traditional media.

Only 4 out of 10 marketers consider Online as an effective medium

in engaging customers. Which other medium do the rest 6/10

marketers consider for driving customer engagement effectively?

28% consider it effective in generating leads while under-utilizingthe medium as a lead-generation tool. Lack of awareness and poor

understanding of interactive executions such as Social Media have

triggered such mis-perceptions about this medium.

Online scores as an effective medium only for obvious reasons

such as driving traffic to a website and creating top-of-mind recall

among users.

It is ironic that marketers consider online less effective in generating

leads which is the biggest reason driving its usage. This contradiction

and ineffective utilization of online as a 'direct marketing tool' blinds

marketer's perception and attitude towards it.

Effectiveness of Online vs.Traditional Media

Digital

Outlook 2010


15/17

26

Note: The closer an attribute is to the degree of effectiveness,the stronger it associates with that degree of effectiveness

Positive Outlook forDigital in 2010

With increase in overall ad spends to Rs 21,523 crore in 2010-11,

growth in online ad spends are expected to witness sustained

momentum with 45% increase making it a Rs 876 crore worth

market. 51% marketers indicated increase in Online spends in2010-11 which is the highest among all mediums.

At the same time, the comparative spend share of mediums is

expected to remain skewed towards offline in 2010-11 as well.

While it is disappointing to note that only 3% marketers are

increasing online spends due to its engagement value compared to

other mediums, 26% look forward to increasing online spends for

its ability to reach target audience and 24% cite its ability to

increase brand awareness.

Effectiveness of

Online vs. Traditional Media

6%

14%

38%

7%

19%

TV Print BTI Outdoor MobileOnlineRadio

39%

34%

5%0.8%

45%

23%

41%

50%

6%

3%5%

4% 4%2%

0.6%0.4%

Share 2008-09

Share 2009-10

Share 2010-11(E)*

Comparison of Ad-Spends byType of Execution in 2008-09 vs. 2009-10

Degree of Effectiveness

.8.6.4.2-.0-.2-.4-.6

Attribute

.6

.4

.2

-.0

-.2

-.4

-.6

Engaging customers

Creating top-of-mind recall

Selling products or services offline

Increasing consideration/preference

Generating leads

Driving traffic to a website

Driving trafficto a store

Creating brand awareness

Less Effective

More Effective

Delivering promotions to customers

About the Same


16/17

The need for brands to engage their audience online is more than

ever before. It is time for marketers to discard the obscurity in their

blinkered perception of how online functions, and open their visionto the rise of a new breed consumers online, who are discerning

brand advocates and yearn exposure to cutting-edge, breakthrough

viral engagement.

Marketers who remain oblivious to this change in consumer

behaviour will be left far behind, while those who accept this change

will need to stay ahead of new technologies and trends that will

constantly transform how audiences connect, consume and engage

with brands. Future digital generations will become less sensitive to

staid, interruptive marketing messages and will demand what they

want at the click of a mouse.

Meeting those demands will not be the prerogative of any one

medium in isolation, but will require strategic planning of synergies

drawn across channels. Online plays a vital role connecting brands

to their consumers' social repertoires where they create a world of

convenience, drive community sharing and immerse themselves

whole-heartedly in creating and exchanging relevant

content/knowledge.

What this means for brands is an equal representation of media

that best suits the nature of their message, and extends the value

of that message beyond typical direct marketing executions.Marketers must take stock of the rapid change that technology and

content serving platforms are bringing into the lives of their

consumers, and give them something meaningful to think about or

act on by inviting them to participate and build unique experiences

for them to become self-serving brand evangelists.

Cross Channel Synergieswill Provide Compelling Hooksfor Brand Engagement

28

24%

44%

32%

18%

36%

47%

14%

44%

41%

19%

40%

41%

51%

25%

24%

27%

44%

29%

16%

44%

40%

15%

46%

39%

30%

40%

30%

25%

38%

38%

25%

54%

22%

% Response to Spend Allocation in 2010-11

Increase Same Decrease

Reason for Increase in Online Spends

TV

P

rint

Radio

Outd

oor

On

line

PR

Even

ts/

Exhibition

Newslette

rs/

OtherPublications

Direct

Marketing

Mo

bile

Marke

ting

Other/Emerging

Media

Increase Reach

Incr ease A war eness

Economical Medium

Lead Generation/Sales

Other Reasons

Engagement

24%

8%

3%

11%

27%

26%

Increase Awareness


17/17

30

In 2009, Online witnessed a surge in growth worldwide as a

result of the recession. This year, we decided to expand thescope of our study and identify the impact of global trends on

marketers in India, if any, and therefore spoke to double the

number of decision-makers and influencers vis-a-vis last year.

The 2010 Digital Media Outlook presents opinions and views of

Chief Marketing Officers and Marketing Heads of India's Top

1000 advertisers. We spoke to decision makers across 13

verticals pan India, and conducted

in-depth face-to-face interviews.

The primary objective of the report was to study the nature of

allocation of ad-spends by top marketers across various

mediums. In the process we also analyzed the reason/rationale

that drives these allocations, specifically towards online. As we

dug deeper, we also faced their current understanding of the

medium, whether marketers have kept pace with digital trends

that influence their consumers and their overall usage, attitude,

perception and satisfaction with the Internet.

The study was conducted over a period of four months

spanning April to July 2010.

Methodology

digital media outlook 2010

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