Online Shopping Brand Track Report Oct Dec 2007

Brand Track Study: Online Shopping

January 2008

Prepared by: JuxtConsult, New Delhi

Presentation flow

• Methodology

• Usage Track

– Online Shopping Usage Status

– Online Shopper’s User Profiles

– Online Shopping Usage Behavior

– Online Shopper’s Media Habits

• Brand Track

– Brand Salience and Perceptions

– Brand Shares

– Brand Performance / Brand Momentux

Methodology

• Online Survey between 5th December to 22nd December 2007

• Survey run using Google AdWords and AdSense

• Total Sample Used: 1,878 (Brand Track reported on a a valid base of 1,230)

• India Online 2007 multipliers used to make data representative of total online urban population (multiplier on geographic zone, town class and SEC)

Definitions of terms used

• Online Shoppers: all Internet users who either search or buy products/services online (excluding those who search or buy only ‘travel products’ online)

• Online Buyers: all Internet users who buy products/services online (excluding those who buy only ‘travel products’ online)

• Heavy Online Spenders: online buyers who spend more than Rs.5,000 per month in buying products/services online (excluding online travel products/service)

• Medium Online Spenders: online buyers who spend between Rs.1,000 and Rs.5,000 per month in buying products/services online (excluding online travel products/service)

• Light Online Spenders: online buyers who spend less than Rs.1,000 per month in buying products/services online (excluding online travel products/service)

Definitions of terms used

• Head of the household (Chief wage earner): member of the household who contributes maximum income towards the household expenses

• SEC: Socio Economic Classification basis education and occupation of the chief wage earner of the household

• Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other forms of brand recall are unprompted recalls

• Cumulative Consumer Share: all online shopping websites used in the last 3 months (multiple usage)

• Primary Consumer Share: the most ‘preferred’ online shopping website among all the online shopping websites used in the last 3 months

Definitions of terms used• Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’

• Brand Persuasion: Ratio of ‘brand likely to buy/use’ to ‘spontaneous brand recall’

• Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out of’ a brand)

• Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of continuing with the brand)

• Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs of the brand) as a ratio of its ‘current primary consumers’

• Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of mindshare factors like brand persuasion, brand pull and brand loyalty)

Toplines

Usage Track

• 49% of all Internet users have ‘shopped’ online (searched or bought) in the last 3 months – a decline of 10% over the previous quarter base of 60%

• However, the proportion of ‘buyers’ went up significantly – from just 18% last quarter to 39% this quarter (+ 21%). Those who ‘only search’ dropped significantly to just 10% (-31%)

• 1 in 5 active online buyers (22%) started buying only in the last 3 months. Over half (52%) have started buying in only last 1 year

• Proportion of heavy spenders went up +9% to reach 57% of total online buyer base. They accounted for 95% of all online spends, indicating significant increase in per capita monthly spends among these buyers

• Proportion of ‘daily’ online buyers increased significantly from all the three place of online buying (home, place of work, cyber café)

Usage Track

• Proportion of buyers paying ‘cash on delivery’ fell this quarter (-13%), while those paying by ‘cash card’ and ‘e-currency’ gained some acceptance (+4% each)

• ‘Delayed delivery’ continues to be the single biggest problem online buyers face (46%). ‘Damaged goods at delivery’, ‘transaction failure’ and ‘misuse of credit card’ show noticeable increase as problems faced while buying online in the last quarter

• Shifts noticed in the profile of online buyers in the last quarter:

– A marginal 3% shift in favor of female buyers

– 9% shift in favour of ’36-45 years’ age groups– 13% shift in favor of tier 3 city-markets at the cost of metro and other city-

markets– 12% shift in favor of SEC ‘B’ (largely at the cost of SEC ‘C’)– 8% shift in favour of the chief wage earner of the household– 7% shift in favor of those owning a vehicle

Brand Track

• Ebay continues to dominate the ‘top of mind’ brand recall for the category at 52% (+2% in the quarter)

• 62% of Ebay’s total brand awareness is ‘top of mind’ awareness. Only Ebay and Yahoo have improved their ‘top of mind’ to ‘total brand recall’ ratios noticeably

• Ebay leads the ‘secondary’ consumer share at 56%, and ‘primary’ consumer share at 44%

• Yahoo & Homeshop18 gain noticeable secondary share (9% and 6% respectively), while Rediff & Indiatimes lost primary share (-5% and -4% respectively)

• Ebay shows the best ‘secondary’ to ‘primary’ consumer share conversion ratio of 78% (+7% increase over last quarter). Homeshop18 shows the lowest at 37%

• Apart from Ebay, all the other brands show significant drop in their secondary to primary share conversion ratios

Brand Track

• Despite increase in brand mass, Ebay just manages to maintain its momentum. This is largely due to decrease in brand persuasion and pull. However if this continues, next quarter it is likely to ‘decelerate’ and lose primary share

• Amazon, Indiaplaza and Sify manage to maintain their last quarter’s momentum

• Homeshop 18 show ‘acceleration’ in its momentum. If it sustains the current momentums Homeshop 18 is likely to gain some primary share in the next quarter

• Though Rediff, Futurebazaar and Indiatimes show ‘deceleration’, Rediff is more likely to lose some primary share. Indiatimes and Futurebazaar are likely to hold steady or gain primary share marginally

Online Shopping Usage Status

Online Shopping Usage

All Internet Users100%

Intention to shop online18% (+4%)

No intention to shop online32% (+5%)

Searched and Bought 39% (+21%)

Searched Only10% (-31%)

Online Non-shoppers 51% (+10%)

Online Shoppers49% (-10%)

Last 3 months usage

Next 3 months intentions

• Although online shopper’s base has decreased by 10% in the last quarter to reach 49%, online

buyer’s base has increased by 21% this quarter to reach 39%

• 18% of all Internet users (currently non-shoppers online) intend to search or buy online in the next

3 months

Online Buyers* by Experience -1

• More than half the online buyers (52%) are new buyers. Indicates a steady increase in the base of new

buyers (+5%)

Current Quarter

52%

34%

14%

New Buyers (buying for less than 1 years)

Evolving Buyers (buying for 1-3 years)

Experienced Buyers (buying for more than 3 years)

(-4)

(-1)

* Buyers are the ones who searched as well as bought something online in last three months

(+5)

Change from PQ

0%

4%

-2% -2%

2%

-2%-5%

0%

5%

Current Quarter

22%

30%

24%

10% 11%

4%

0%

10%

20%

30%

Searched & Bought

Last 3 month 3 months to 1 year 1-2 years

2-3 years 3 to 5 years More than 5 years

Online Buyers by Experience -2

• The increase in proportion of new buyers is largely due to increase in proportion of

buyers in the time period of 3 months to 1 year

Online Buying by Place of Access

Home Only 46% (-2%)

Office Only 17% (+3%)

Cyber café Only 5% (-2%)

22%(+1%

) 4%(+1%)

1%(-2%)

4%(0%)

Home - 77% (+1%) Office- 44% (+3%)

Cyber café - 15% (-2%)

• Though maximum online buying continues to happen from ‘home only’ (46%), it’s the online

buying from office which has actually shown a increase this quarter

Online Spending

• Heavy spenders form 57% of all online buyers. They account for 95% of all online spends

• Though medium spenders form one-third of all online buyers, they account for a negligible 5% of all

online spendsLight Spender – Less than Rs.1,000 per month; Medium Spender – between Rs.1,000 to Rs.5,000 per month; Heavy Spender – more than Rs.5,000 per month

Current Quarter

10%

33%

5%

57%

95%

0%

0%

20%

40%

60%

80%

100%

Proportion of Online Buyers Proportion of Online Spends

Light Medium Heavy

(-8)

(-2)

(+9)

(-1) (-1)

(+2)

Online Shopper User Profiles

3%

-3%

0%

-3%

3%

0%

-5%

5%

Change from PQ

87% 84% 85%

13% 16% 15%

0%

20%

40%

60%

80%

100%

Searched Only Searched & Bought All Shoppers

Current Quarter Male Female

Demographic distributionGender

• Though majority (84%) of buyers are males, this quarter there is a marginal growth in the

number of female online buyers (+3%)

3%

-10%-3%-1%

3% 0%1%9% 5%

-3%-2%

-3%

-30%

-10%

10%

30%

Change from PQ

46%

36%41%39% 39% 39%

11%

18%15%

5% 6% 6%

0%

20%

40%

60%


Current Quarter Up to 24 years Age 25-35 Years

Age 36-45 Years Above 45 years

Demographic distributionAge

• 75% of the online buyers are below 35 years (a 7% decline since last quarter). This decline is a

result of decline in proportion of buyers below 24 years age group by 10% compared to the last

quarter• The proportion of buyers between the age group 36-45 years has witnessed a 9% growth this

quarter

2%

-11%

-4%

2%5% 3%

-6%

5%

0%-1%

0% 0%2% 1% 1%

-15%

-5%

5%

15%

Change from PQ

62%

51%56%

12% 14% 13%

24%

33%29%

0% 2% 1%3% 1% 2%0%

20%

40%

60%

80%


Current Quarter Unmarried

Married without children

Married with children

Divorced/ widowed without children

Divorced/ widowed with children

Demographic distributionMarital Status

• Although more than 50% online buyers are unmarried, their proportion has declined noticeably this

quarter (-11%)

-3% -5% -4%-7%

2%

-2%

3% 1% 3%

-2%

1%

0%

1%

-5%-2%

10%6% 6%

-10%

-5%

0%

5%

10%

Change from PQ

6%5% 6%

9%

18%

14%10%

12% 11%

6%10%

8%

29%26%

27%

40%

30%

35%

0%

10%

20%

30%

40%


Current Quarter Service (J unior) Service (Senior) Self Employed

Business Student Others

Demographic distributionOccupation

• ‘Others’, i.e. the group including housewives, retired people & the unemployed emerged as the

largest proportion of both online shoppers (+10%) as well as online buyers (+6%) in the last

quarter• The proportion of only searching corporate executives have declined in this quarter

51%

60%56%

11% 12% 12%

37%

29%33%

0%

20%

40%

60%


Current Quarter

English Hindi Other Colloquial

-9%

1%

-4%-4%

0%

-3%

13%

-1%

7%

-15%

-5%

5%

15%

Change from PQ

Demographic distributionPreferred language of reading

• Though there is little difference between searchers and buyers in terms of their comfort levels

in reading English, there has been an increase in colloquial language preferring online shoppers

(+13%) in this quarter

-9% -8% -8%

7%4% 5%

-2%

-9%-5%

4%

13%7%

-15%

-5%

5%

15%

Change from PQ

40%

44%42%

13%10% 11%

9%5% 7%

38% 41% 40%

0%

20%

40%

60%


Current Quarter Metro Urban uptowns Emerging Towns Others

Geographic distributionCity type

• As compared to last quarter, there has been a significant drop amongst both searchers & buyers

from metros

• In contrast, the proportion of small ‘other towns’ has increased significantly among buyers

Geographic distribution

City Searched Only

Searched & Bought

All Shoppers

Sample Base 495 735 1,230

Mumbai -3% 10% 2% 13% 0% 12%

Bangalore -1% 9% 2% 9% 0% 9%

Chennai 0% 7% 0% 9% 1% 8%

Hyderabad 1% 7% 3% 8% 2% 8%

Delhi -4% 6% -4% 8% -3% 7%

Ahmadabad 0% 3% -3% 3% -1% 3%

Kolkata 1% 4% -2% 2% -1% 2%

Pune 0% 2% 1% 2% 0% 2%

Kochi 2% 3% 1% 2% 2% 2%

Noida 1% 1% 2% 2% 1% 2%

Top 10 Cities

-1%

2%1%

0% 0% -1%

2%

-2%

0%

-1% 0% 0%

-5%

0%

5%

Change from PQ

21%

24%23%

42%40% 41%

13%10% 11%

24%27% 26%

0%

10%

20%

30%

40%

50%


Current Quarter North South East West

Geographic distributionRegion

• Southern region is still contributing significantly more than other regions, among both

searchers & buyers

-7%

0%

-3%

9%12% 10%

-2%

-13%-7%-15%

-5%

5%

15%

Change from PQ

26%

34%31%

40% 41% 41%

34%

24%29%

0%

10%

20%

30%

40%

50%


Current Quarter SEC-A SEC-B SEC-C

Socio economic distributionSEC classification

• Significant increase in proportion of SEC ‘B’, specially among buyers (+12%)• In contrast, significant fall witnessed in proportion of SEC ‘C’ among the buyers

(-13%)

-7%

8%

0%

7%

-8%

0%

-10%

0%

10%

Change from PQ

43%

53%48%

58%

47%52%

0%

20%

40%

60%


Current Quarter User is the CWE Not the CWE

Socio economic distributionHead of the Household

• Proportion of ‘head’ of the household increased among the buyers (+8%)

• In contrast, amongst the searchers, proportion of ‘head’ of the household has

decreased CWE – Chief Wage Earner

14%

1%6%

-5%

4%

-1%0% -2% 0%-3%

2%

-1%-6% -6% -5%-10%

0%

10%

20%

Change from PQ

48%

30%

38%

19%

26%23%

14%17% 15%

10%14% 12%

9%14%

12%

0%

10%

20%

30%

40%

50%


Current Quarter Up to Rs 10,000/ - Rs 10,000/ - to Rs 20,000/ -

Rs 20,000/ - to Rs 30,000/ - Rs 30,000/ - to Rs 50,000/ -

More than Rs 50,000/ -

Economic distributionMonthly household income (MHI)

• Households with MHI up to Rs.10,000 contribute significantly more to online shopping than other

households (38%)

• It is most pronounced for searchers, where a 14% hike has brought their contribution to almost 50%

this quarter

-7%

3%

-1%

4% 4% 4%1%

-7%-4%

-10%

0%

10%

Change from PQ

23%

35%

30%

47% 47% 47%

27%

16%

21%

0%

10%

20%

30%

40%

50%


Current QuarterFour wheeler owners Two wheeler owners No vehicle

Economic distributionMost expensive vehicle owned

• Among the buyers, the proportion of vehicle owners has increased significantly this quarter

(+7%) – this increase is almost equally divided among two-wheeler owners (+4%) & four-wheeler

owners (+3%)•The proportion of four-wheeler owners declined by 7% among the searchers over the last

quarter

18%22% 21%

13%

24%19%

69%

54%

61%

0%

10%

20%

30%

40%

50%

60%

70%


Current Quarter Single card Multiple cards No credit card

-2% -1% -1%

-8%

0%-3%

9%

1%3%

-10%

0%

10%

Change from PQ

Economic distributionCredit card ownership

• Every second online buyer possesses a credit card (46%)

• The proportion of credit card holders declined significantly amongst the searchers (-10%) in this

quarter

5%

2%4%

0%

3%2%

-5% -4% -3%

0%

-2% -2%-5%

0%

5%

Change from PQ

82% 81% 82%

3% 7% 6%3%7% 5%

12%4% 8%

0%

20%

40%

60%

80%

100%


Current Quarter PersonalCompany providedBoth personal and company provided separatelyNo mobile phone

Economic distributionMobile phone ownership

• Proportion of online shoppers having both a personal mobile as well as a company provided one

has declined this quarter, while proportion of shoppers having a personal mobile has increased –

this is in keeping with the occupational profile of the online shoppers

Online Shopping Usage Behavior

-7%

-4%

3%

-2%

-10%

-5%

0%

5%

Change from PQ

72%

38%

21%

3%

0%

20%

40%

60%

80%

Searched & Bought

Current Quarter HomePlace of work (Office/ School/ College)Cyber caféIn Transit

• Though most of online buying happens at home (72%), it has seen a 7% decline as compared to the

previous quarter

• Only online buying from cyber cafe has witnessed slight increase this quarter (+3%)

Place of Buying*

* - From multiple places. Therefore, the total adds up to more than 100%

10%

2%

-6% -6%-10%

0%

10%

Change from PQ

25%

15%

20%

40%

0%

10%

20%

30%

40%

Searched & Bought

Current Quarter At least once a day or more At least once a week

1-3 times a month Once in more than a month

• The frequency of online buying from home has increased significantly – the proportion of buyers

who buy at least ‘once a week’ from home has increased significantly (+12%) to reach 40%,

while those who buy less frequently than that, has decreased

Frequency of Buying - Home

15%

-9%0%

-5%-20%

0%

20%

Change from PQ

29%

10%

22%

39%

0%

10%

20%

30%

40%

Searched & Bought



Frequency of Buying – Place of work

• This quarter, a significant 15% increased among buyers buying at least ‘once a day’ to reach

29%

• In contrast, buyers buying at least ‘once a week’ declined significantly (-9%)

• But again most of the online buying from ‘place of work’ (39%) happens less than ‘once a

month’

10%

-6%-16%

12%

-20%

0%

20%

Change from PQ

37%

20%

8%

35%

0%

10%

20%

30%

40%

Searched & Bought



Frequency of Buying – Cyber cafe

• There is a significant 10% increase among buyers buying at least ‘once a day’ from cyber café (reaching

37%) • In contrast, buyers buying at least ‘once a week’ and ‘once a month’ declined significantly (-6% and -16%)• This again indicates that though fewer netizens buy from cyber cafes but they buy more frequently (57%)

0%

-4%

4%

-13%

-5%

0%4%

-15%

-5%

5%

Change from PQ

55%

19%

6%

38%

20%15%

6%

0%

20%

40%

60%

Searched & Bought

Current Quarter Credit card Debit cardCash Card Cash on deliveryCheque / Demand draft Direct debit from banke-currency

• Credit card (55%) continues to lead as the mode of making online payments

• However, ‘cash on delivery’ has witnessed significant decline (-13%) this quarter to fall

to 38%

• Cash card and e-currency, though still insignificant in overall scenario, do show

noticeable gain

Mode of payment

5%

-3%-2%

6%

2%

-5%-5%

0%

5%

10%

Change from PQ

56%49% 52%

15%

61%

43%

0%

10%

20%

30%

40%

50%

60%

70%

More variety / product choices

Better price/ bargain on the net

Flexibility of shopping anytime

It gives status value Saves time and effort of going to the market

Convenience of home delivery

Current Quarter

• Though online buying is still all about convenience with more than 50% buyers talking about ‘saving

time’ or ‘flexibility of 24X7’, and also ‘variety’, yet ‘status value’ shows a noticeable increase as

compared to last quarter

Motivation for buying online

-5%

10%

-5%

3%

7% 6%

-5%

5%

15%

Change from PQ

46%

28% 30% 30%24%

12%

-20%

0%

20%

40%

60%

Delayed delivery Damaged goods delivered

Product/ Quality not same as ordered

Hidden cost / Charged more than displayed

Transaction failed but still charged

Credit card misused

Current Quarter

Issues faced while buying online

• Despite a 5% decline, ‘delayed delivery’ continues to be the single biggest problem online buyers face while buying on

the net (46%)

• The problems of ‘damaged goods’ and ‘transaction failed but charged’ seem to have increased the most this quarter

• Despite a 6% increase, ‘credit card misuse’ seems to be the least of the problems faced by online buyers

44%

56%

Current QuarterYes No

• This quarter the balance tips in favour of those online buyers who do not buy in an online bid or

auction

Online buying in bids/auctions

(-5%)

(+5%)

Product-wise Current & Intended Shopping

Product Category Current Buyers (Searched & Bought)

Intended Buyers in next 3 months (Searched & Bought)

Mobile/PDA -3% 45% -6% 39%

Camera -5% 38% -8% 30%

CD/VCD/DVDs -4% 37% -9% 28%

Computer and peripherals -9% 34% 8% 26%

Computer software -9% 33% -10% 23%

Electronic Gadgets -4% 32% -5% 27%

Books & Magazines 6% 32% -2% 30%

Clothes & Accessories 0% 23% 2% 25%

Movie Tickets 6% 23% 9% 32%

Watch -1% 21% -4% 17%

Electronic Durables -3% 20% -3% 17%

Gift Items/Flowers 2% 19% 0% 19%

Beauty and grooming products -3% 16% -6% 10%

Product-wise Current & Intended Shopping

Product Category Current Buyers (Searched & Bought)

Intended Buyers in next 3 months (Searched & Bought)

Automobiles -7% 11% -3% 8%

Toy and games 2% 10% 2% 12%

Health and Fitness products 5% 9% 2% 11%

Home appliances 2% 9% 2% 11%

Sports goods 1% 9% -1% 8%

Jewellery -1% 8% 2% 10%

Kitchen Appliances 1% 8% 4% 12%

Shoes 2% 8% 7% 15%

Antiques & Collectables 1% 6% 3% 9%

Musical instruments 0% 5% 5% 10%

Household grocery 2% 5% 6% 10%

Toiletries/Perfumes 1% 4% 2% 6%

• ‘Not owning a credit card’ is the single biggest reason for not buying online among those who

search only

• ‘Immediate delivery not possible’, ‘Can’t touch and feel the product’ are the other important

barriers

• Almost 1 in 4 (24%) searchers feel that ‘prices’ on the are higher than they are offline

Reasons for not buying online (searchers only)

Current Quarter

35%

51%

15%

27%

32%

12%

32%

16%

24%

13%

0%

10%

20%

30%

40%

50%

60%

Searched Only

Do not feel the need to do soDo not own a credit cardHave credit card but fear misuseCan not trust the vendors/ product qualityImmediate delivery not possible onlineNot aware of any shopping portalCant touch and feel the productLack of choice and varietyPrice on the net are higherBuying online is too complicated for me

Media Preferences

TV Channels Searched Only Searched & Bought

All Shoppers

Sample Base 347* 579 926*

Aajtak 11% 4% 10% 10%

CNBC 11% 5% 9% 10%

NDTV 7% -1% 8% 8%

Star Plus 7% -3% 8% 7%

Asianet 4% 4% 6% 5%

Discovery 3% 1% 5% 4%

Sony 6% -2% 2% 4%

CNN IBN 2% -2% 4% 3%

NDTV Profit 2% 2% 3% 2%

BBC 2% 0% 2% 2%

Most preferred TV channel – Top 10

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents

Most preferred newspaper – Top 10Newspapers Searched Only Searched &

BoughtAll Shoppers


The Times of India 30% -10% 27% 28%

The Hindu 11% -3% 12% 12%

Eenadu 4% 4% 6% 5%

Malyalam Manorama 5% 1% 4% 4%

The Hindustan Times 3% -1% 5% 4%

Indian Express 6% 1% 2% 4%

Dainik Bhaskar 5% -1% 2% 3%

DNA 1% 3% 4% 3%

The Telegraph 2% 0% 2% 2%

The Economic Times 2% -3% 2% 2%


Most preferred magazine – Top 10Magazines Searched Only Searched &

BoughtAll Shoppers


India Today 23% 6% 26% 25%

Outlook 6% 2% 8% 7%

Reader's Digest 4% -4% 4% 4%

Business World 3% -1% 2% 3%

Femina 3% -1% 2% 2%

The Week 3% -2% 2% 2%

Business Today 3% -4% 1% 2%

Digit 2% 0% 2% 2%

Outlook Money 2% -1% 2% 2%

Film Fare 1% -1% 2% 2%


Most preferred radio channel – Top 10

Radio channels Searched Only Searched & Bought

All Shoppers


Radio Mirchi 23% -1% 25% 24%

Big FM 9% 0% 7% 8%

Red FM 7% 3% 6% 7%

Radio City 9% -9% 4% 6%

Suryan FM 2% 1% 4% 3%

Vividh Bharati 2% -1% 3% 3%

World Space 1% 2% 3% 2%

AIR 2% 1% 2% 2%

AIR FM RAINBOW 1% 0% 1% 1%

Fever FM 1% 0% 1% 1%


Website visited most – Top 10Websites Searched Only Searched &

BoughtAll Shoppers


Google 37% 14% 39% 38%

Yahoo 20% -3% 19% 19%

Rediff 5% -5% 7% 6%

Moneycontrol 3% 5% 6% 5%

Ebay 6% -5% 3% 4%

Indiatimes 3% 0% 2% 3%

Hotmail 2% 1% 2% 2%

Icicidirect 0% 0% 1% 1%

BSNL 1% 0% 0% 1%

Aol 0% 0% 0% 0%


Most visited website for emailingWebsites Searched Only Searched &

BoughtAll Shoppers


Yahoo 41% 7% 43% 42%

Gmail 30% 1% 26% 27%

Rediff 6% -7% 7% 7%

Hotmail 6% -3% 5% 5%


Sify 1% -2% 0% 1%

VSNL 0% 0% 0% 0%

Lycos 0% 0% 0% 0%


Most preferred website for checking news – Top 10

News websites Searched Only Searched & Bought

All Shoppers


Yahoo 8% -2% 11% 10%

Rediff 10% -7% 7% 9%

NDTV 7% 4% 9% 8%


Google 9% 2% 6% 7%

BBC 3% 0% 4% 4%

Timesofindia 4% -4% 3% 3%

Eenadu 1% 3% 3% 3%

AOL 3% 2% 2% 2%

Aajtak 3% 0% 2% 2%


Brand Salience and Perceptions

6%4%

5%

-4% -5% -4%-6%

-2%-3%

4% 4% 3%

-6% -5% -6%-10%

0%

10%

Change from PQ

50% 48% 49%

10%9% 9%

7%11% 9%9%

6% 7%6% 6% 6%

0%

10%

20%

30%

40%

50%


Current Quarter Ebay Rediff Indiatimes Yahoo Futurebazaar

Top of mind ad recall

• Almost 50% of the top of mind ad recall for online shopping among both searchers and buyers is for Ebay

• Apart from Ebay, only Yahoo seems to have gained top of mind ad recall as compared to last quarter

• Compared to last quarter, Futurebazaar has witnessed significant decreases in ad recall across all shopper

segments

Top of mind ad recall – All BrandsTop of mind Ad Recall

Sample Base

Searched Only

326

Search & Bought

504

All Shoppers

830

Ebay 50% 48% 49%

Rediff 10% 9% 9%

Indiatimes 7% 11% 9%

Yahoo 9% 6% 7%

Futurebazaar 6% 6% 6%

Amazon 4% 3% 3%

Froogle 5% 2% 3%

Shopping 2% 4% 3%

Homeshop18 2% 2% 2%

Sify 2% 2% 2%

MSN 1% 3% 2%

Onlineshopping 1% 0.4% 1%

Indiaplaza/Fabmall 0.3% 1% 1%

NDTVShopping 0.1% 0.3% 0.2%

Others 3% 5% 4%

Ad Sources Ebay Rediff Indiatimes

Yahoo Futurebazaar

Sample Base 366 95 100 41 55

Television 15% 20% 23% 9% 36%

Newspaper 8% 17% 40% 5% 22%

Magazine/Newsletter 13% 13% 29% 10% 11%

Radio 4% 12% 8% 4% 0%

Internet - Banner on a website 50% 46% 53% 24% 39%

Internet - Text link ad on a website 27% 34% 38% 22% 29%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc)

1% 12% 3% 4% 5%

Cannot recall 39% 35% 22% 65% 35%

Source of ad recall

7%

-5%

2%

-1%

-4% -3%-3%

2%

0%-1%

1%

0%

3% 4% 3%

-5%

0%

5%

10%

Change from PQ

55%50% 52%

15%

9%12%

8%12% 10%

7% 8% 7%6% 6% 6%

0%

20%

40%

60%


Current QuarterEbay Rediff Indiatimes Futurebazaar Yahoo

Top of mind brand recall

• Here also, more than 50% of the top of mind brand recall among both searchers and buyers is for Ebay

• Once again, other than Ebay only Yahoo seems to have gained top of mind brand recall compared to last

quarter

• Rediff remains the second most recalled online shopping brand among searchers but Indiatimes beats it

among the buyers

Top of mind brand recall – All BrandsTop of mind Ad Recall

Sample Base

Searched Only

459

Search & Bought

696

All Shoppers

1,155

Ebay 55% 50% 52%

Rediff 15% 9% 12%



Yahoo 6% 6% 6%

Amazon 3% 2% 3%

MSN 2% 2% 2%

Froogle 2% 1% 2%

Shopping 0.3% 3% 2%

Indiaplaza/Fabmall 1% 2% 1%

Sify 1% 2% 1%

Homeshop18 1% 1% 1%

Onlineshopping 1% 1% 1%

NDTVshopping 0.0% 1% 0.4%

Others 0.3% 1% 1%

Brand Recall Sources Ebay Rediff Indiatimes

Futurebazaar

Yahoo

Sample Base 571 131 145 87 57

From an advertisement 58% 50% 54% 57% 53%

From a news story/article/feature 11% 6% 6% 4% 9%

From a relative/friend/colleague 22% 28% 22% 12% 28%

From a direct mailer/newsletter/sales call 8% 8% 8% 4% 9%

While generally surfing the net 48% 51% 48% 43% 27%

From a link on another website 35% 29% 25% 34% 20%

From an exhibition/event 6% 13% 2% 2% 4%

Do not remember 3% 4% 2% 1% 14%

Source of brand recall

74% 73% 73%

33% 35% 34%

23%30%

27%

16%

21%19%19%

17% 18%12% 9% 10%9% 8% 9%6% 5% 6%

0%

20%

40%

60%

80%


Current Quarter Ebay Rediff Indiatimes Futurebazaar

Yahoo Amazon Sify Homeshop18

-3% -4% -4%

-14%-12% -13%-13%

-14%-12%

-5%

1%

-2%

2% 3% 2%0%

-7%-3%-3%

0% -2%

1% 1% 1%

-20%

-10%

0%

10%

Change from PQ

• At over 70%, Ebay dominates the spontaneous brand recall for the category too, equally among both searchers and

buyers

• Despite significant declines, both Rediff and Indiatimes follow at the second spot and third spot among searchers

and buyers

• Once again only Yahoo shows an increase in recall over previous quarter, though its only marginal

Spontaneous brand recall*

* Top 3 brand recalls

-4% -5% -4%

-17%-8% -12%

-17% -12% -14%-12%

1%

-7%-8% -3% -5%-12%

2%

-7%-13%

-3% -7%-10%

3%

-4%

21%

33% 27%

-4%-5% -4%

-20%

0%

20%

40%

Change from PQ

83% 84% 84%

59% 65% 62%56%

61% 59%53%

55%54%

42%49% 46%

37%42% 40%

30%40% 36%

29%35% 32%

22%

34%28%

19%23%

21%

0%

20%

40%

60%

80%

100%


Current Quarter Ebay Rediff Indiatimes Yahoo

Futurebazaar Sify Amazon MSN

Homeshop18 Fabmall

• Ebay continues to lead at over 80% at the aided awareness level as well

• Despite significant declines this quarter, Rediff & Indiatimes continue to hold onto their 2nd & 3rd spot

respectively

• Homeshop18 is the only brand to witness significant increase in brand awareness amongst both

searchers and buyers

Aided brand awareness

Recall Levels Ebay Rediff Indiatimes

Yahoo Futurebazaar

Aided brand awareness 84% 62% 59% 54% 46%

Spontaneous brand recall 73% 34% 27% 18% 19%

Top of mind brand recall 52% 12% 10% 6% 7%

Ratio of Top of mind brand recall to Aided brand awareness

0.62 0.19 0.17 0.10 0.16

Brand recall summary – All shoppers

• 62% of Ebay’s total brand recall is top of mind

• It is only 19% for Rediff, 17% for Indiatimes, 16% for Futurebazaar and only 10% for Yahoo

• Compared to previous quarter only Ebay and Yahoo have improved their top of mind to total brand recall

ratios noticeably

(+0.05) (-0.01) (-)(+0.07)(+0.02)

7%

-6%

2%

-5%-2%

-5%-6%

-1%-4%

-2% -3% -2%

7%4% 5%

2% 1% 2%1%2% 2%

-10%

0%

10%

Change from PQ

47%42%

44%

12%10%

11%9%

11%10%9% 9%

9%

11%

7% 9%4% 4% 4%

2% 3% 3%

0%

20%

40%

60%


Current Quarter Ebay Rediff Indiatimes Futurebazaar

Yahoo Amazon Homeshop18

Share of word of mouth*

* website most likely to recommend

• Ebay continues to dominate ‘word of mouth’ for the category also, both among searchers and

buyers

• Even on this parameter, Yahoo shows significant increase as compared to the last quarter

• In contrast, the share of word of mouth for Rediff and Indiatimes has dropped as compared to the

last quarter

Brand Perceptions

Brand associations - by attributes

• Again Ebay dominates the category perceptions on all the key attributes looked for in an online shopping

website

• Indiatimes and Rediff are distant second and third on all attributes, with Futurebazaar catching up with

them on a few

Current Quarter

48% 49%47%

54%

43% 43%47%

11%7%

12% 10% 9%5% 4% 3%

11%14% 13% 14%

13%16%

14%11%10% 12%

7%

13%11%

7% 8% 8%5%

3%

7% 7%

0%

20%

40%

60%

Most responsive

customer service

Best price,

bargains and deals

Great brand image Widest variety of

product choices

Most assured

product quality and

delivery

Widest choice of

relevant payment

option

Best security on

payment

transaction

Ebay Rediff Indiatimes Futurebazaar Yahoo

Brand associations – Ebay

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

Att

ribute

0.4

0.2

0.0

-0.2

-0.4

-0.6

Best security on payment transaction

Widest choice of relevant payment option

Most assured product quality and delivery

Widest variety of product choices

Great brand image

Best price, bargains and deals

Most responsive customer service

Ebay

Brand associations – Rediff


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

Att

ribute

0.4

0.2

0.0

-0.2

-0.4

-0.6





Great brand image



Rediff

Brand associations – Indiatimes


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

Att

ribute

0.4

0.2

0.0

-0.2

-0.4

-0.6





Great brand image



Indiatimes

Brand associations – Futurebazaar


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

Att

ribute

0.4

0.2

0.0

-0.2

-0.4

-0.6





Great brand image



Futurebazaar

Brand associations – Yahoo


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

Att

ribute

0.4

0.2

0.0

-0.2

-0.4

-0.6





Great brand image



Yahoo

Brand associations – Overall perceptions

Ebay Rediff Indiatimes Futurebazaar

Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

Att

ribute

0.4

0.2

0.0

-0.2

-0.4

-0.6





Great brand image



Yahoo

Amazon

FuturebazaarIndiatimes

Rediff

Ebay

Brand Shares

Change from PQ

0%

-3%0%-1%

5%8%

12%9%

0%

4%2%

6% 6% 6%4%

-4%

6%

2%

-5%

5%

15%

Current Quarter

58%54% 56%

24% 24% 24%

17%22% 20%17% 16% 16%

14%16%

15%7% 6% 7%

0%

20%

40%

60%


Ebay Rediff Indiatimes Yahoo Futurebazaar Homeshop18

• Ebay continues to lead secondary consumer share with 56% of all online shoppers having visited it in last 3

months• This quarter, Yahoo & Homeshop18 have shown significant increase in overall share of visitors in the last 3

months• Among the buyers, apart from Ebay, all the other key brands have shown noticeable increase in the

secondary share

Secondary (cumulative) consumer share*

* All shopping sites used in the last 3 months (i.e., multiple usage), adds up to more than 100% in usage

Change from PQ

4%

-4% -5%

4%6%

-2% 0% -2%

-8%

-1%-4%

1%

0%

0%1% 2% 2%

9%

-4%-4%

4%

-10%

0%

10%

Current Quarter

45%42% 44%

2% 3%

15%11% 13%12%

9% 10%10% 9% 10%6%

12%

9%2% 3% 3%3%

0%

10%

20%

30%

40%

50%


Ebay Rediff Yahoo Futurebazaar

Indiatimes Amazon Homeshop18

• Ebay also leads the primary consumer share, with 44% of all online shoppers preferring to visit it the most in

last 3 months

• While Ebay has gained noticeable primary share among the searchers (+9%), Yahoo has gained among

buyers (+6%)

• Overall, Ebay, Yahoo & Homeshop18 are the only players who have gained primary share in last 3 months

Primary (preferred) consumer share*

* Most preferred shopping site among those used in last 3 months, adds up to 100% in usage

Current Quarter

78%

53%46%

61% 65%

37%

0%

20%

40%

60%

80%

100%

Ebay Rediff Indiatimes Yahoo Futurebazaar Homeshop18

• Ebay shows the best secondary to primary consumer share conversion ratio of 78% in the last quarter

• Fututrebazaar follows at second spot with a conversion ratio of 65%. Homeshop18 shows the lowest

ratio at 37%

• Only Ebay shows an increase in the conversion ratio compared to the previous quarter (+7%)

• All other brands show significant drop in their secondary to primary conversion ratios from the

previous quarter

Primary-Secondary Consumer Share ratios

(+7%)

(-18)

(-27)

(-24) (-22)

Reasons for preferenceReasons for preferring the website Ebay Rediff

Indiatimes

Yahoo

Futurebazaar

Has the widest variety of product choices 73% 65% 71% 62% 80%

Has the most relevant choices within my budget 50% 63% 47% 22% 56%

Lowest prices/bargain/deals 68% 67% 77% 44% 78%

Best guidance on product specifications and buying tips 38% 49% 24% 44% 47%

Most easy to find the right information quickly 60% 66% 54% 48% 70%

Most hassle free payment procedure 34% 37% 37% 36% 57%

Best security features to protect online transactions 34% 32% 39% 36% 32%

Highly dependable delivery 36% 38% 36% 42% 40%

Most assured of product quality 24% 34% 29% 30% 33%

Nothing Specific / Do not know 5% 3% 5% 3% 0%

Overall usage experience - highly satisfactory

37%

28%

46%

64%

40% 40%

-10%

10%

30%

50%

70%

Ebay Rediff Indiatimes Yahoo Futurebazaar All Shoppers

Usage satisfaction among preferred users

• Yahoo and Indiatimes shows above-average proportion of highly satisfied preferred

users (64%)

• Rediff shows the most below-average levels of highly satisfied preferred users (28%)

Change from PQ

5%

-6%

1%

-5%-3%

-5%-2% -2% -2%

-6%

-1%-4%

5%3% 3%4% 3% 4%

-10%

0%

10%

Current Quarter

42% 40% 41%

10%8%11% 10%11%

8%5% 4% 5%

12% 11% 12%10% 10%

5%

0%

20%

40%

60%


Ebay Rediff FuturebazaarIndiatimes Yahoo Homeshop18

Future ‘preferred’ brand usage intentions

• In the next 3 months, both searchers and buyers intend to use Ebay significantly more than the other

shopping sites • However, among the buyers, intended preferred usage for Ebay is likely to decrease as compared to

this quarter• Overall, intended preferred usage is expected to rise noticeably only for Yahoo & Homeshop18 in the

next quarter

Brand Performance Track

Brand Sustenance Index

Brand Sustenance

Ratio of TOM Brand Recall

TOM Ad Recall

How much can the brand transcend the advertising

Ratio of 1 represents average efficiency

Brand Sustenance IndexChang

eCurrent Quarter

Previous Quarter

BrandActual Index

Relative Index

Actual Index

Relative Index

Indiaplaza/Fabmall

+1.09 3.64 100% 2.54 100%

Futurebazaar +0.81 1.75 48% 0.94 37%

Rediff +0.17 1.69 46% 1.51 60%

Indiatimes +0.33 1.52 42% 1.19 47%

Ebay -0.11 1.46 40% 1.57 62%

Amazon -0.02 1.15 32% 1.17 46%

Yahoo +0.22 1.06 29% 0.84 33%

Sify -0.75 0.90 25% 1.65 65%

Homeshop18 -0.33 0.78 21% 1.11 44%

• Indiaplaza/Fabmall continues to show the highest brand sustenance index in this quarter as well

• Compared to last quarter, highest improvement in brand sustenance is shown by Futurebazaar

• Indiatimes, Yahoo and Rediff are the other brands that improved their sustenance index

Brand Sustenance Map

Logarithmic scale

Brand Sustenance

Ebay

Rediff

Indiatimes

Futurebazaar

Yahoo

Homeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0 1.5Top of Mind Ad. Recall

Top

of M

ind B

rand R

eca

ll

Less Sustainable

More Sustainable

* Other brands not included for insufficiency of sample size

Brand Persuasion Index

Ratio of 1 represents very high efficiency

Brand PersuasionHow persuasive is your brand story

Ratio of Intention to Buy/Use Brand

Spontaneous Brand Recall

Brand Persuasion IndexChang

eCurrent Quarter Previous Quarter

BrandActual Index

Relative Index

Actual Index

Relative Index

Homeshop18 +0.49 0.71 100% 0.22 38%

Ebay -0.01 0.48 68% 0.49 86%

Futurebazaar -0.10 0.47 67% 0.57 100%

Indiaplaza/Fabmall +0.10 0.41 58% 0.31 54%

Yahoo +0.10 0.37 52% 0.27 47%

Amazon +0.06 0.30 43% 0.24 42%

Indiatimes -0.03 0.30 43% 0.33 58%

Rediff -0.03 0.30 42% 0.33 57%

Sify -0.15 0.19 27% 0.35 60%

• Homeshop18 shows the highest brand persuasion index in this quarter (also the most gain over

previous quarter)

• Indiaplaza and Yahoo are the other noticeable gainers in brand persuasion

• Sify and Futurebazaar show noticeable drop in their brand persuasion index

Brand Persuasion Map

Brand Persuasion

Ebay

Rediff

IndiatimesFuturebazaar

YahooHomeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0 1.5Spontaneous Recall

Like

lihoo

d o

f Buyi

ng

Less P ersuasive

More P ersuasive

Logarithmic scale* Other brands not included for insufficiency of sample size

Brand Pull Index

A positive ratio represents a growing brand

Brand PullAbility of the brand to attract news

consumers or consumers of competitive brands

Ratio of (Switch ins to the brand) – (Switch outs from the brand)

Current primary consumer share of the brand

Brand Pull IndexChan

geCurrent Quarter Previous Quarter

BrandActual Index

Relative Index

Actual Index

Relative Index

Homeshop18 - 0.87 100% - -

Amazon - 0.33 71% - -

Futurebazaar +0.03 0.07 57% 0.04 100%

Indiatimes +0.03 0.05 56% 0.02 99%

Rediff +0.01 -0.05 50% -0.06 90%

Sify +0.15 -0.05 50% -0.21 76%

Indiaplaza/Fabmall +0.09 -0.06 50% -0.15 82%

Ebay -0.10 -0.06 50% 0.03 99%

Yahoo -0.10 -0.27 39% -0.16 81%

• This quarter, Homeshop18 shows the highest brand pull index as well. Amazon follows the next

• Indiaplaza and Sify, though with very small current preferred user base, show the best gain in brand

pull index

• Ebay and Yahoo show the highest decline in brand pull index in the current quarter

Brand Pull Map


Brand Pull

Ebay

RediffIndiatimes

Futurebazaar

Yahoo

Homeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0 1.5Switch outs of the Brand

Switch

ins

to the B

rand

Gaining P ull

Losing P ull

Brand Loyalty Index

Ratio of 1 represents maximum efficiency

Brand LoyaltyHow much is your brand retaining its existing

consumers

Ratio of Likely to Continue with the Brand

Total Current Primary Users of the Brand

Brand Loyalty IndexChan


BrandActual Index

Relative Index

Actual Index

Relative Index

Indiaplaza/Fabmall +0.09 0.82 100% 0.72 95%

Amazon +0.27 0.79 97% 0.52 68%

Ebay 0.00 0.77 94% 0.77 100%

Rediff -0.02 0.69 84% 0.71 92%

Indiatimes -0.05 0.66 81% 0.71 93%

Homeshop18 -0.01 0.66 81% 0.67 88%

Futurebazaar -0.12 0.64 78% 0.76 99%

Sify -0.10 0.55 67% 0.65 85%

Yahoo -0.08 0.46 56% 0.54 70%

• Indiaplaza shows the highest brand loyalty index in this quarter

• However, Amazon shows the best gains in the brand loyalty levels over the last quarter

• Last quarter’s leader Ebay maintains its brand loyalty levels. Futurebazaar and Sify shows the

biggest declines

Brand Loyalty

82% 79%77%

69% 66% 66% 64%

55%

46%

0%

20%

40%

60%

80%

100%

Fabmall Amazon Ebay Rediff Indiatimes Homeshop18 Futurebazaar Sify Yahoo

Likely to Continue

Brand Loyalty Chart

* Other brands not included for insufficiency of sample size

Brand Momentux™

It is an index. The higher the better

Brand MomentuxTM

Your future market potential based on your current performance

Brand X Brand SpeedMass Accelerators

Current X Brand Persuasion factor, Users Brand Pull factor,

Brand Loyalty factor

Brand Momentux™Chan


BrandActual Index

Relative Index

Actual Index

Relative Index

Ebay 0.00 0.17 100% 0.17 100%

Rediff -0.02 0.04 23% 0.06 33%

Futurebazaar -0.01 0.04 22% 0.05 31%

Indiatimes -0.02 0.03 18% 0.05 28%

Yahoo +0.01 0.02 11% 0.01 8%

Homeshop18 +0.02 0.02 11% 0.00 2%

Amazon 0.00 0.01 7% 0.01 6%

Indiaplaza/Fabmall 0.00 0.01 5% 0.01 6%

Sify 0.00 0.01 3% 0.01 7%

• Though not accelerating, Ebay continues to show the highest brand momentum in this quarter

as well• Homeshop 18 and Yahoo show marginal acceleration in brand momentum • On the other hand, Rediff, Futurebazaar and Indiatimes show marginal deceleration in their

momentums

Brand Momentux™ Map


Brand Momentum

Ebay

Rediff

YahooFuturebazaar

Indiatimes

Homeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0Brand Speed

Bra

nd M

ass

Mass Driven

Size

Speed Driven

Current Quarter vis-à-vis Previous Quarter

BrandBrand Mass

Brand Persuasion

Brand PullBrand

LoyaltyBrand

Momentum

Ebay

Rediff

Futurebazaar

Indiatimes

Yahoo

Homeshop18

Amazon

Indiaplaza/Fabmall

Sify

Brand Momentux™ Summary

Improved Deteriorated No Change

Primary Consumer Shares

BrandPrevious Quarter

Actual ShareCurrent Quarter

Actual ShareNext Quarter

Estimated Share

Ebay 39% 44% 41%

Rediff 17% 13% 12%


Yahoo 6% 10% 8%


Amazon 2% 3% 4%

Homeshop18 1% 3% 5%

Sify 5% 2% 2%

Indiaplaza/Fabmall

3% 2% 2%

• Ebay’s stagnancy (lack of momentum) is likely to lead to a drop in primary consumer share in the

next quarter

• Homeshop18’s ‘acceleration’ is likely to help it pick up some primary share in the next quarter

• Rest of the brands are expected to either stay put, or lose/gain share only marginally in the next

quarter

Thank You!

Online Shopping Brand Track Report Oct Dec 2007

Business

Transcript of Online Shopping Brand Track Report Oct Dec 2007