Research by Microsoft Advertising and Starcom Mediavest shows that internet usage in India is broadening, and older age groups are getting connected.

Mothers get connected

The study - covering 3000 mothers across eight Asian counties - revealed that Indian mothers are amongst Asia's most tech-savvy. 87% of Indian mothers agreed that the internet is an important part of their lives.

According to the survey, 90% of Indian mothers go online to keep in touch with family and friends. Work and study also figures prominently, with 56% accessing the internet for these purposes.

50% said that had made online purchases in the last month alone.

Internet time is "me-time"

Interestingly, 75% claim that internet time is a "me-time" activity, meaning that they are receptive to relevant communications and messaging. Neville Taraporewalla of Microsoft commented that:

"They are well aware of brands online and are more than open to adopting messages relevant to them. By successfully engaging these 'digi moms' through the right medium at the right time, brands can create highly influential online brand ambassadors".

Taraporewalla's view is supported by the fact that over 90% of respondents agreed that good brands are worth talking about and that 72% believe they can persuade family and friends to buy the same products.

Social networking lags behind

Indian mothers haven't made the leap to social media. While 81% of mothers will read newspapers and magazines online, social networking remains unpopular.

Just 58% have created a social networking profile, this compares poorly with Singapore (82%), Hong Kong (77%) and China and Korea (62%).