MALE 25-44 ON DIGITAL

175 Mn- Target Audience (M- 25-44) on Internet
Source: Comscore, M-25-44, Barometer, Facebook, extrapolated data wrt percentage derived from comScore and current numbers from slide 7
159 Mn- Target Audience (M-25-44) on Mobile
97 Mn- Target Audience (M-25-44) on Facebook
TabletMobile Desktop
Devices used
29%
57%
94%
13%
21%
26%
15%
7%
18%
0% 10% 20% 30%
0
1
2
3
4
5 or more
How many connected devices do people use?
TV
81%

MEDIA HABITS ON DIGITAL
Media habits on desktop Media habits on mobile
Search, Services and Social are reach builders, whereas Banking and
Finance have high affinity
Source: Comscore, M-25-44, Consumer Barometer for mobile
47%
53%
46%
19%
31%
12%
26% 27%
20%
0%
10%
20%
30%
40%
50%
60%
What online activities people do on their smartphones at least weekly?
Social Networking, using search engines, checking email and
watching videos are the top 4 activities on mobile
Search, social, email and entertainment are the leading activities across desktop and mobile; social and video consumption
dominates on mobile implying that the TG uses mobile to access social and video content
0
20
40
60
80
100
120
140
0
5,000
10,000
15,000
20,000
25,000
Total Unique Visitors (000) Composition Index UV

49%
Search engines- Critical in the purchase decision
Use a search engine to get informed
before making a purchase. 25%
21%
26%
49%
22%
0% 10% 20% 30% 40% 50% 60%
Online research - brand site
Online research - retailers website
Social network
Search engine
Online video sites
Source: Consumer Barrometer
50%
24%
24%
14%
12%
0% 10% 20% 30% 40% 50% 60%
Got ideas, inspiration online
Discovered relevant brands online
Compared products/prices/features
Sought opinions/reviews
Watched relevant videos
31%
21%
11%
0% 5% 10% 15% 20% 25% 30% 35%
Shared Purchase experience on
Social Network
Posted reviews/ratings about the
purchase
Looked for help on product usage
Online sources used to make a purchase decision:
What did people do after completing their purchase?What online activities user did pre purchase?
UNDERSTANDING THE PURCHASE JOURNEY
Search engines, social networking , watching relevant product videos, comparison sites, review sites are the key aids in the
online consumer purchase journey

TOP GENRES IN TERMS OF REACH
19,946
3,779 3,703
1,776
0
20
40
60
80
100
120
0
5,000
10,000
15,000
20,000
25,000
Google
Search
Yahoo
Search
Bing Ask
Network
SEARCH
Total Unique Visitors (000) Affinity UV
96
98
100
102
104
106
108
0
5,000
10,000
15,000
Microsoft
Sites
Yahoo
Sites
Times
Internet
Limited
Rediff.com
India Ltd
AOL, Inc.
PORTALS
Total Unique Visitors (000) Affinity UV
6,658
5,335
3,549 3,325
2,281 2,218
1,371
95
100
105
110
115
120
125
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
RETAIL
Total Unique Visitors (000) Composition Index UV
Google is tops the charts MSN, Yahoo & TIL is the best performing
portals within our user base
Amazon stands tall in terms of reach
catering to a large user base

TOP GENRES IN TERMS OF AFFINITY
90
95
100
105
110
0
200
400
600
800
1,000
1,200
BUSINESS/FINANCE
Total Unique Visitors (000) Affinity UV
0
20
40
60
80
100
120
140
0
100
200
300
400
500
600
700
800
AUTOMOTIVE
Total Unique Visitors (000) Affinity UV
MC is the highest in terms of reach &
affinity followed by NDTV profit
Car Aggregator websites is one of the highest
ranking genre within our TG

Indian Railways, Makemytrip & Cleartrip are the
top 3 travel portals for reach whereas Redbus has
the highest affinity
0
20
40
60
80
100
120
140
0
1000
2000
3000
4000
5000
6000
7000
TRAVEL
Total Unique Visitors (000) Affinity
Top genres in terms of affinity
0
50
100
150
200
0
200
400
600
800
1,000
1,200
1,400
SPORTS
Total Unique Visitors (000) Affinity
Cricbuzz, ESPN, have reach whereas ESPN, Yahoo
and NDTV have the high affinity

SYNOPSIS
OF MEDIA
HABITS &
KEY DIGITAL
TRENDS
Always on search, since search is the most important step in the online
purchase journey
Facebook to be used as reach builder, since social networking is the major
activity for our TG online
Build reach through business, retail and general portals
Target online video sites, OTT players and music apps, as the TG is
entertainment seeking
Online videos to be used for awareness, targeting high affinity genres like
entertainment, sports, travel, auto etc
Since the TG is digitally savvy and researches thoroughly, we need to focus on
news, information, review portals especially for auto