The study highlights the social and economic influence of the Internet in Pakistan with a focus on the impact of issues of accessibility and power outages in the country.
The study stated that Internet is the source of information that are regularly accessed for general information, entertainment, sports etc, as well as the most accessed activities online, online advertising and the most popular websites currently visited.
It explains how accessibility is instrumental in terms of reshaping concepts of social networks, friendships, extended acquaintanceship, and the effect and implications of such trends upon beliefs and attitudes to the control and regulation of the Internet.
This detailed understanding was particularly focused on the urban user (which forms a major fraction of users) but the broad usage and behaviour of rural user-ship was also mentioned.
Internet appears to rank high in terms of trust, especially noticeable amongst professional users such as doctors and scientists. Along the communications axis, online communicators appear to carry more weightage than persons in the physical space, as far as trust is concerned.
Within entertainment, Internet was overwhelmingly used for accessing (downloading/streaming) video and audio (music and films), and for keeping in touch with a wide social circle (via online community networking sites such as Facebook). However, access to news also figured high, as a popular online activity.
Online commercial activity was found weighted towards the payment of bills and banking services, but only amongst a small percentage of users. Direct commerce, such as buying and selling, is hardly figured.
Within online activity, search (Google) and social networking (Facebook) were most frequently reported, with general portals (Yahoo) in terms of popularity, in so far as frequency of access is concerned.
[email protected] President Jehan Ara thanked Google and Gallup Pakistan for making this study a reality and hopes to collaborate for similar endeavours in the future as well.
The complete study could be viewed and downloaded here.