The I-Cube 2009-2010 Internet in India survey has found that 36% of all internet users can be found in small towns with a population of less than half a million. By comparison 34% of users live in one of the major metro's. This represents growth of 6% in rural use since last year's survey.

Overall growth in internet use

According to the survey - commissioned by Internet & Mobile Association of India and IMRB - Indian PC users now total 95 million, up from 87 million last year. "Claimed" internet users - someone who has used the internet at any point in the past - increased by 20%, from 63 million in 2008 to 71 million this year, and "Active" users - someone who has been online in the last month - are up from 46 to 52 million.

Internet becoming increasingly democratic

The findings also show that due to lower prices and easier access, usage is growing across lower socio-economic groups. Internet usage amongst affluents in the SEC (Socio Economic Classification) A band used to total 49% of all users in 2000, now they represent a smaller proportion of 33%, growth is coming from less affluent social-economic groups.

On-line users getting younger

Not surprisingly web access is highest amongst India's youth. 44% of users are either school children or students at college. Despite this only 4% of users access the internet from school or college.

Cyber cafes provide the main access point with 37%, followed by the office (30%) and home (30%). The findings suggest that new access points like mobile internet and kiosks are gaining traction, 4% of users now go on-line using 'alternative' sources, this segment is likely to grow as telecom regulation eases.

Reasons to go on-line

With 87%, email is still the most popular reason for using the internet, but the figure has dropped from 91% in the last 12 months. Information searching has grown to 80%, suggesting that the internet is now an essential research tool for educational purposes, even if accessed away from school or college.

Accessing music and video (45%) is now the fourth most popular reason to go online, jumping from seventh place last year. And while access to on-line gaming sites has dropped 8%, it still represents a sizable percentage with 33% of users accessing the internet for this purpose.

70% rise in time spent on-line

Time spent on-line has gone up to 15.7 hours per week, up from 9.3 hours. The report attributes this to improved content and increased use for entertainment purposes, principally music and video and social networking.