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Methodology

Methodology. This year’s annual land survey was conducted between Apr-Mid June 2011 to profile and estimate ‘internet users’ in India. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the key, and 80 of the total 88 regions in India as per latest classification by NSSO) The selection of towns and villages was done to attempt a best possible but a practical ‘geographical’ coverage of the Indian population. The sampling within the selected towns was done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of households from the electoral list within each of the randomly selected polling booths); village sampling was done on systematic random basis (selection of every nth house in the village) Net usage dynamics, usage behavior and website preferences were captured from the ‘actual’ internet users in an online survey using Juxt’s own 180,000+ member Internet User Panel (www.getcounted.net) The online panel and survey data was made representative of the entire online Indian population (and not just of the online panel members or those surveyed) by using ‘demographic weights’ of internet users as derived from the land survey Representation ‘weights’ were derived and applied on 5 demographic parameters – zone, urban district/ village class, SEC, gender and age, while correction was also made for ‘preferred language of reading’. Only authentic ‘Govt. of India’ base-level population statistics were used for this purpose (NSSO/Census).

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