Internet use in India
Low, but high concentrations among professional classes
Internet access growth started accelerating in 2002 and both the web and email have now mainstreamed as both a consumer and business tool. Use is skewed massively towards specific up-market demographics and professional classes that have access as part of their working lives. The twenty something professionals are graduating college with internet access part of their personal landscape so a clear cohort effect is in play – as this group ages they replace the older generation where internet access is more patchy and the behaviour, on the whole, less engrained. Email has become an important business tool for both domestic and international firms, and the ability to overcome the geographic challenges of such a large country have made it a quick replacement for fax services. However it’s not just about work, the web is proving itself as both an entertainment and business media platform with many strong entertainment sites in sport and news traceable back to origins in the mid nineties. The strong home-grown content industry in India, complemented by a strong IT sectors in Bangalore, Mumbai and Delhi have fuelled internet development. In terms of international access, there is strong use of UK and US websites as well as international sports websites.
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