Google's head of operations in India, Rajan Anandan, cites estimates of 200 million new internet users in India by 2014. An estimated 100 millon Indians were online in 2010. The surge in internet use is expected with the roll out of high speed internet technology and expected sales of low cost smartphones using Android software. Most of the Indian advertising dollars go to print and television advertising. As a result online advertising spending is only about 200 million dollars. One aspect of Indian user behaviour is the preference for the internet as the first source for research when it comes to buying cars or other products. Google has 63 million Indian users for its search service, according to ViziSense, an Indian web metrics firm. Anandan says Indian advertisers could benefit from an Internet first strategy to reach affluent urban consumers.