Google India has released a report titled 'Women & Web study' to understand internet usage pattern and its influence on purchase decisions of women internet users in India. The study was compiled by looking at search query data and an independent online research done by TNS Australia, which reached out to over 1000 women with access to internet in India. Key findings of the study are as follows :
• The top searched categories by women on Google in India is apparels and accessories followed by food and drink, baby care, hair care and skin care. Internet influence was the highest for skin care (72 %); baby care (69 %); and hair care (65 %) products with queries coming from mobile phones growing rapidly and accounting for almost 25 % of total query volumes in these categories.
• Over 50 % women who access the internet in India have said that internet research influenced their decision before finalizing a product
• The report also indicated adoption of e-commerce by women in India, with one in four shoppers buying baby products online.
• The top searched brands by women in India in the apparel and accessories - Indian category were Fastrack, Tanishq, Fab India, Van Heusen and Chennai Silks; in the food and beverages category were Coca-Cola, Amul, Cadbury, Pepsi and Maggi; in the baby care category - Firstcry, Babyoye, Babycenter, Hushbabies and Johnsons baby; in the hair care category -L'Oreal, Livon, Tresemme, Sunsilk and Pantene; in the skin care and cosmetics category -Oriflame, Lakme, Maybelline, L'Oreal and Avon.