Women big on Apparels & Accessories: Google India Study

A study was compiled to gather facts about the top women-oriented search categories in India by Google titled “Women and Web Study”. The study was done to understand Internet usage pattern and its influence on purchase decisions of women Internet users in India. The research study included over 1,000 women with access to Internet in India.

The study showed that, out of the total 150 million Internet users in the country, around 60 million women in India are now online and use the Internet to manage their day-to-day life. With easy access to Internet at homes, cybercafes, offices and growing adoption of smartphones, Internet is being used by women for a variety of things.

The main categories included in the study were apparels, accessories, food & drink, baby care, hair care and skin care. The study revealed that skin care, hair care, food & drink were the fastest-growing search categories. 

Rajan Anandan, VP & Managing Director, Google India, said, With this report, it is clear that Internet is empowering Indian women with easy access to information and helping them to make more informed decisions in their day-to-day life. The top generic searches and most searched brands reflect that women are heavily engaged on the Internet and are using it to do online research before deciding on their final purchase for categories like skin, hair and baby care products.

In terms of online activity, email, search and social networking were the biggest drivers for women. The report also indicated adoption of e-commerce by women in India, with 1 in 4 shoppers buying baby products online.