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PASHA – Study of Internet users in Pakistan

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P@SHA, the Pakistan Software Houses Association for IT and ITES, commissioned
Gallup Pakistan to conduct a survey on the social and economic influence of
Internet in Pakistan, particularly the impact of issues of accessibility and power
outages in the country.

The study describes the present composition (demographics) of the Internet user, as
well as attempting to characterise non-users and to discover likely trends in
changing demographic profiles of users and their access techniques and methods in
the future.

Other than the users themselves, we further examine sources of information likely to
be routinely accessed, in terms of general information, entertainment, sports etc, as
well as most accessed activities online, advertising and most popular websites
currently visited.

Within the range of access techniques, we studied the available options, locations,
device categories, costs and bandwidth. We attempted to cross-match this
information with the usage habits of persons from different socio-economic
backgrounds, including the time spent online and the frequency of online access.
Usage habits further involve the pattern of information access, be it the gain of
general knowledge, communication, entertainment, e-commerce, employment (ie
work-related) as well as socio-political objectives.

We have studied the impact of mobile Net access, in terms of device ownership,
habits and value-added service usage.

In the context of usage, we have studied how accessibility is instrumental in terms of
reshaping concepts of social networks, friendships, extended acquaintanceship and
so on, 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 (where we found a major fraction of users)
but we also studied the broad usage and behaviour of rural user-ship.

Finally, we looked at the aspect of non-usership, including ex-users, to understand
the factors influencing Net access and the possibility of including such access within
the routine lifestyle choices in the future, given the present attitude expressed
towards such access.

These profiles were compared and contrasted against key demographic factors,
such as income levels, life stages, education and gender.

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