Chennai, Nov 15: A unique survey which enumerates the maximum number of `hits' of various Indian Websites is being readied for the sake of Net advertisers. The survey, pioneered by Chennai-based Intercept Consulting in association with media research agency TN Sofres Mode, part of Taylor Nelson Sofres Worldwide, will provide comprehensive information on the Indian usership pattern of the Net. The aim of the study is to give data on Internet usage in India, the usership patterns of various Indian sites, user profiles and their browsing habits.The study, which will comprise details of 23 different Indian Websites, is being conducted both online and offline. The online method is by popping up a questionnaire on the site when a user is accessing it and the offline method is by traditional data collection from six metros across the country. The results of the study, covering a sample size of about 3,000 users, is expected to be out in a couple of weeks.
This attempt is the first of its kind which tries to quantify the popularity of various Websites, says Krish Iyengar, one of the three promoters of Intercept Consulting. ``This report will be what NRS (national readership survey) and TRP (television rating points) are to print and broadcast media, respectively," he claims.
The concept behind this initiative, explains Iyengar, is to help Net advertisers to get an idea about the popularity of various sites and the user profile so that the brand can go ahead and place an ad on the site relevant to the product.
The current Indian Internet user base is pegged at two million. This is expected to more than double in about three year's time. In the light of this scenario, the corporates are now looking at the Net as a resourceful medium of advertising.
Though the current total ad-spend on Net advertising is only about Rs 7-10 crore compared to the total advertising spend of Rs 600-700 crore in the country, this is expected to go up to Rs 50 crore in the next five years.Internet marketing offers significant advantages over traditional media in many ways, says Iyengar. It has the ability to reach targeted audience, to regulate ads, to be interactive, to track, monitor and measure advertising effectiveness and the advantage of being cost-effective, he adds.
Companies such as Jet Airways, Stanchart, MRF Ltd, TI Cycles etc are already exploring the Internet as a medium for advertising. It is learnt that Falcon Tyres has already charted out a road map to market its tyres via the Net.
As such e-commerce transactions in India account for about Rs 68 crore currently. This is expected to go up to Rs 2,538 crore by 2002 says a recent IDC study.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.