Uses and Gratifications (U&G) theory in mass communications research guides the assessment of the consumer motivations for media usage and access. Previously, the theory has been used to identify the U&G for radio, television, cable television, etc. Many recent studies of the U&G research in the Internet have been done in America and Europe. This paper empirically derives the Internet U&G in India. The study examines the gratification structure of male and females separately. The differences between the light and heavy users of the Internet are examined based on the gratification structure obtained.

The Internet has become impossible to ignore in the past decade or so. Even people who do not own computers are increasingly using the new medium. With more than 50 million people estimated to be communicating on the Internet, communication researchers now consider this network as a mass medium. Until recently, mass communications researchers overlooked the Internet and the entire computer-mediated communication, staying with the traditional broadcast and print media (Stafford, et al., 2004).

Uses and Gratifications (U&G) is a time-honored media use theory, helpful for understanding consumer motivations for media use, and has been applied to scenarios ranging from radio to television, cable TV, TV remote controls, and now the Internet. The Internet provides a wide range of networked telecommunications and media content delivery capabilities.

The utility of the Internet as a powerful telecommunications medium is compelling, and the Internet is far more than just a conglomeration of websites selling goods. Yet, given the necessity of attracting online buyers to support online market offerings, understanding why consumers choose to use the Internet has great relevance in the commercial model of online business.

Management Research Journal, Internet Uses, Uses and Gratifications, U&G, Mass Communications, Online Business, Internet Service Provider, ISP, Networked Telecommunications, Process Gratifications, Economic Motivation, Social Gratification, Principal Component Analysis, Internet Gratifications, Internet Sites, Internet Businesses, Advertising Strategies.