Online Shopping Brand Track Report July Sept 2007

Brand Track Study: Online Shopping October 2007 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 30 th August to 25 th September 2007

Survey run using Google AdWords and AdSense

Total Sample Collected: 2,173

Total Sample Used: 1,856

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

Methodology

Special Note:

In the India Online study this year (2007), the width and depth of sample coverage was increased significantly by including samples from 20K – 50K population towns as well, and by sampling all SEC groups (‘A’ to ‘E’) extensively in all the 31 towns. This makes the India Online 2007 multipliers highly robust and representative of all SEC groups.

However, the sample collected in this quarter’s online shopping brand track survey had good representation from only SEC ‘A’, ‘B’ and ‘C’. Accordingly, only these 3 SEC group’s respondents have been included and analyzed in this quarter’s report. SEC ‘D’ and ‘E’ respondents have been excluded as their sample size was statistically not adequate for conducting any meaningful analysis.

Yet it needs to be kept in mind that the effects of the wider SEC coverage of the multipliers are still likely to get manifested among the 3 SEC groups covered. However, the variations are likely to be more noticeable in user profiles and some travel usage behavior but not so noticeably in brand preferences and usage.

This is so because a shift in user profiles towards lower SEC profile ‘may’ imply lower propensity to buy online as well as a possible lower access to internet per se. But once the person is on the net there is no higher possibility of one online shopping portal being accessed more than the others (as there are no economic or technical barriers to access any specific shopping portal) - the only barrier is in the mind of the person – of being aware or not aware of the brand names of these shopping portals.

Lastly, due to some technical reasons the Usage Questions for the “Search Only” type of online shoppers were not captured adequately in this round of survey. Therefore we are refraining from reporting these in this quarter’s report.

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’ and no other product/service online)

Online Buyers : all Internet users who buy products/services online (excluding those who buy only ‘travel products’ and no other product/service 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)

Head of the household (Chief wage earner): member of the household who contributes maximum to the household income

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

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

59% of all Internet users have ‘shopped’ online in last 3 months- an increase of 15% over the previous quarter

However, most of the addition is only among ‘searchers’. Still only 18% of all internet users are buying online – an increase of only 1% over the previous quarter

Though half of the online buyers (48%) are ‘heavy spenders’ they accounted for over 90% of all online spends, indicating significant increase in per capita monthly spends among most online buyers

Proportion of online buying from ‘home only’ and ‘cyber cafe only’ has increased (+17%) as buying from office declined (-17%)

Usage Track

Electronic and IT related products have shown the most increase in buyer base in the last quarter. However, other than mobiles, buyers for most of these electronic items are likely to decline in the next quarter

‘ Delayed delivery’ continues to be the single biggest problem online buyers face (51%). The concern for ‘hidden costs’ increased noticeably this quarter, while ‘credit card misuse’ continued to remain an insignificant problem

Shifts noticed in the online shopper user profile (as a result of deeper capturing of smaller town and lower SEC profiles internet users in India Online 2007 multipliers):

18% shift in favour of ‘below 24 years’ age groups

18% shift in favor of ‘students’ in the occupational profile

24% shift in favor of tier 3 city-markets at the cost of tier 2 city-market

20% shift in favor of SEC ‘C’ (between the three reported SEC groups ‘A’,’B’ and ‘C’)

Only 5% shift in favour of below Rs.10,000 monthly income households

Only 2% shift in favor 2-wheeler ownership, and 3% away from car ownership

8% drop in ownership of credit cards and just 1% drop in ownership of mobile phones

Brand Track

Ebay continues to dominate the ‘top of mind’ brand recall for the category (50%), as well as brand perceptions on all the key category attributes

Over half of Ebay’s total brand awareness is ‘top of mind’ awareness (57%). It is only 20% for Rediff, 16% for Futurebazaar and 15% for Indiatimes

Ebay is being used by over half of all online shoppers (secondary consumer share of 55%), and used on a ‘preferred’ basis by 39% (primary share)

Only Futurebazaar gained primary share noticeably in last 3 months (+7%). Futuerbazaar and Ebay gained secondary share (+4% and +6%)

Futurebazaar shows the best ‘secondary’ to ‘primary’ consumer share conversion ratio of 87%. Sify shows the lowest at 65%

Brand Track

Despite a marginal fall this quarter, Ebay continues to show the highest brand momentum in the category

Other than Futurebazaar, all other brands show ‘deceleration’ in their momentum compared to the previous quarter

Despite ‘deceleration’, Ebay’s current momentum is still likely to help it gain primary consumer share in the next quarter

Futurebazaar, the only ‘accelerating’ brand currently is also likely to pick up primary share in the next quarter

Rediff and Sify are likely to lose share, while Indiatimes is likely to hold on to its primary share

Online Shopping Usage Status

Online Shopping Usage All Internet Users 100% Intention to shop online 14% (-20%) No intention to shop online 27% (+5%) Searched and Bought 18% (+1%) Searched Only 41% (+14%) Online Non-shoppers 41% (-15%) Online Shoppers 59% (+15%) Last 3 months usage Next 3 months intentions

Online shopper’s base has increased by 15% points in the last quarter to reach 59%.

However, of the 59% online shopper base, only 18% have bought online in the last 3 months

14% of all Internet users (currently non-shoppers online) intend to search or buy online in the next 3 months

Online Buyers* by Experience -1

Almost half the online buyers (47%) are new buyers. Indicates a significant increase in the base of new buyers (+16%)

(+16) (-10) (-6) * Buyers are the ones who searched as well as bought something online in last three months

Online Buyers by Experience -2

Of the 16% addition to the new online buyer base, the bulk 12% has come in the last 3 months

Online Buying by Place of Access

Online buying in last quarter has happened noticeably more from home only (+12%), while online buying from office had fallen significantly (-17%)

Home Only 48% (+12%) Office Only 14% (-1%) Cyber café Only 7% (+5%) 21% (-8%) 3% (-5%) 3% (-3%) 4% (0%) Home - 76% (-1%) Office- 41% (-17%) Cyber café - 17% (-3%)

Online Spending

Heavy spenders form 48% of all online buyers. They account for 93% of all online spends

Light spenders form 18% of all online buyers. They account for a negligible 1% of all online spends

Light 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 (-) (-3) (+3) (-) (-15) (+15)

Online Shopper User Profiles

Demographic distribution Gender

87% of buyers are males, while only 13% are females.

The decline in proportion of female searchers and buyers is largely a result of better coverage of smaller

towns in this year’s India Online 2007 multipliers

Demographic distribution Age

82% of the online buyers are between 18-35 years.

The proportion of below 24 years age group has witnessed a 28% growth over the last quarter (again partly

a result of better coverage of smaller towns and lower SEC groups)

Demographic distribution Marital Status

Almost 2/3 rd online shoppers and buyers are unmarried. Their proportion have grown noticeably, especially among the buyers (+28%)

Demographic distribution Occupation

Students have emerged as the largest proportion of both online shoppers as well as online buyers

(24% increase over last quarter)

In contrast, the proportion of online buying Junior executives has declined most significantly in the last quarter

Demographic distribution Preferred language of reading

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 buyer (+12%) in the last quarter

(again partly a result of better coverage of smaller towns and lower SEC groups)

Geographic distribution City type

1 out of every 2 online buyers (52%) come from the metro cities

This proportion of smallest ‘other towns’ has increased significantly among both searchers and buyers

Geographic distribution Top 10 Cities City Searched Only Searched & Bought All Shoppers Sample Base 870 398 1,268 Mumbai -1% 13% -7% 11% -3% 12% Delhi -1% 10% 2% 12% 0% 11% Bangalore -3% 10% -11% 7% -6% 9% Chennai 0% 7% 2% 9% 0% 7% Hyderabad 0% 6% -2% 5% -1% 6% Ahmadabad -1% 3% 3% 6% 1% 4% Kolkata -1% 3% 0% 3% -1% 3% Pune 0% 3% -2% 2% -1% 2% Chandigargh 0% 2% 0% 2% 0% 2% Gurgaon 0% 1% 1% 2% 0% 1%

Geographic distribution Region

Southern region is contributing significantly more than other regions, especially among the searchers

North and West regions have seen declines as compared to last quarter (-3% and -6%, respectively)

Socio economic distribution SEC classification

Significant rise in proportions of SEC ‘C’, especially among the buyers (partly due to better coverage of

smaller towns and lower SEC groups)

Socio economic distribution Head of the Household

Proportion of ‘head’ of the household declined among the buyers (-19%)

This is in line with the age, occupational and SEC profile of the online buyers

CWE – Chief Wage Earner

Economic distribution Monthly household income (MHI)

Households with MHI up to Rs.10,000 contribute significantly more to online buying than other households (29%)

Their proportion has seen a 13% increase compared to last quarter

Economic distribution Most expensive vehicle owned

Two-wheeler owners form the highest proportion of online buyers at 44% - a 7% increase over last quarter

The proportion of four-wheeler owners declined by 11% among the buyers over the last quarter

Economic distribution Credit card ownership

Every second online buyer possesses a credit card (47%)

However, the proportion of credit card holders declined in the last quarter (again partly a ‘correction’)

Economic distribution Mobile phone ownership

Online buyers and searchers show almost similar levels of mobile phone ownerships

Proportion of personal mobile phone owners declined among the searchers (-5%)

Online Shopping Usage Behavior

Place of Buying*

Online buying happens mostly at home (79%). Its proportion increased marginally in the last quarter (+2%)

Online buying from ‘place of work’ has declined significantly in the last quarter (-15%)

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

Frequency of Buying - Home

The proportion of buyers who buy at least ‘once a week’ from home has increased significantly (+17%) to reach 29%

Yet almost half the online buyers from home (46%) still buy online less than ‘once a month’

Frequency of Buying – Place of work

Here too, a significant 17% increase in buyers buying at least ‘once a week’ to reach 33%

But again almost half of the online buying from office (45%) happen to buy less than ‘once a month’

Frequency of Buying – Cyber cafe

Here too, proportion of online buyers buying at least ‘once a week’ increased by 18% to reach 53%

This indicates that though fewer netizens buy from cyber cafes but they buy more frequently

Only 23% online buyers buying from cyber cafés happens less than a month (a drop of -25% in last quarter)

Mode of payment

Credit card (55%) and cash on delivery (50%) continue to lead as the mode of making online payments

However, while ‘cash on delivery’ has witnessed significant growth (+16%), credit card usage has dipped by -17%

Motivation for buying online

Despite a noticeable decline in proportion of online buyers buying to either ‘save time’ or ‘flexibility of 24X7’ or

‘ convenience of home delivery’, on the whole online buying is largely about ‘convenience’

Issues faced while buying online

‘ Delayed delivery’ continues to be the single biggest problem online buyers face while buying on the net (51%)

The problem of facing ‘hidden costs’ seems to have increased the most this quarter

‘ Credit card misuse’ seems to be the most insignificant problem among online buyers

Online buying in bids/auctions

Proportion of online buyers who have bought in a bid or auction online continues to hover around 50%

(-2) (+2)

Product-wise Current & Intended Buying Product Category Current Buyers (Searched & Bought) Intended Buyers in next 3 months (Searched & Bought) Mobile/PDA +30% 47% +5% 42% Computer and peripherals +20% 42% -17% 25% Computer software +32% 42% -18% 24% Camera +24% 42% -9% 33% Air Ticket -12% 41% +11% 52% CD/VCD/DVDs +8% 41% -8% 33% Electronic Gadgets +15% 36% -8% 28% Books & Magazines -12% 26% +11% 37% Clothes & Accessories 0% 23% 0% 23% Electronic Durables +12% 22% -5% 17% Watch +8% 21% -1% 20% Train Ticket -25% 19% +17% 36% Beauty and grooming products +8% 18% -5% 13% Automobile +15% 17% -13% 4% Movie Tickets -5% 17% +12% 29% Gift Items/Flowers -3% 17% +3% 20%

Product-wise Current & Intended Buying

Electronic and IT related products have shown the most increase in proportion of buying in the last quarter

Other than mobiles, buyers for most of these electronic items are likely to decline in the next quarter

Product Category Current Buyers (Searched & Bought) Intended Buyers in next 3 months (Searched & Bought) Hotel/Tours -3% 12% +9% 23% Jewellery -1% 9% -2% 7% Toy and games -3% 8% +4% 12% Sports goods +6% 8% +1% 9% Home appliances +3% 7% +3% 10% Kitchen Appliances +3% 7% +2% 9% Shoes +2% 6% +4% 10% Antiques & Collectables -1% 5% +1% 6% Musical instruments +3% 5% 0% 5% Health and Fitness products -2% 4% +9% 13% Toiletries/Perfumes +1% 3% +2% 5% Household grocery +1% 3% +3% 6%

Media Preferences

Most preferred TV channel – Top 10 TV Channels Searched & Bought Sample Base 580 Star Plus -2% 10% NDTV -1% 9% CNN IBN -2% 7% Aajtak 0% 6% Sony -1% 4% Zee TV +2% 4% Discovery 0% 4% CNBC -6% 4% Sun TV -3% 3% BBC +2% 2%

Most preferred newspaper – Top 10 Newspapers Searched & Bought Sample Base 580 The Times of India -9% 37% The Hindu +1% 15% The Hindustan Times -3% 6% The Economic Times 0% 5% Dainik Bhaskar +3% 3% Maalyalam Manorama +2% 3% Eenadu +1% 2% The Telegraph -1% 2% Deccan Herald +2% 2% Indian Express -2% 2%

Most preferred magazine – Top 10 Magazines Searched & Bought Sample Base 580 India Today -5% 20% Reader's Digest -1% 7% Outlook 0% 6% Business Today +3% 5% The Week -3% 4% Femina +1% 3% Business World 0% 3% Outlook Money +1% 3% Film Fare +1% 2% Women's Era +1% 2%

Most preferred radio channel – Top 10 Radio channels Searched & Bought Sample Base 580 Radio Mirchi -1% 26% Radio City +5% 13% Big FM +5% 7% Red FM -1% 3% Vividh Bharati +4% 4% Suryan FM +2% 3% Kochi 'B' FM +3% 3% Radio FM +2% 2% Fever FM +2% 2% AIR FM RAINBOW -1% 1%

Website visited most – Top 10 Websites Searched & Bought Sample Base 580 yahoo -2% 22% google +2% 18% rediff -3% 13% ebay +7% 8% orkut +2% 6% sify -1% 3% indiatimes -6% 2% MSN 0% 2% hotmail -1% 1%

Most visited website for emailing Websites Searched & Bought Sample Base 580 yahoo -2% 37% gmail +3% 25% rediff -2% 15% hotmail -4% 8% sify -2% 2% indiatimes -2% 1%

Most preferred website for checking news – Top 10 News websites Searched & Bought Sample Base 580 rediff 0% 15% yahoo +5% 13% timesofindia +1% 7% Ibnlive +1% 7% indiatimes -3% 6% NDTV -5% 5% BBC +2% 4% google -2% 3% sify -4% 3% MSN -1% 2%

Brand Salience and Perceptions

Top of mind ad recall

Ebay dominates the top of mind ad recall for online shopping among both searchers and buyers in a big way

This quarter Futurebazaar has witnessed significant increases in ad recall across all shopper segments

Source of ad recall Ad Sources ebay rediff indiatimes futurebazaar yahoo Sample Base 332 117 113 94 37 Television 10% 8% 21% 30% 12% Newspaper 7% 4% 26% 13% 12% Magazine/Newsletter 8% 6% 18% 16% 7% Radio 3% 1% 5% 1% 6% Internet - Banner on a website 47% 44% 28% 41% 49% Internet - Text link ad on a website 35% 29% 15% 19% 31% Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 2% 3% 10% 1% 8% Cannot recall 42% 37% 44% 41% 29%

Top of mind brand recall

Ebay dominates the top of mind brand recall for the category as well, more so among buyers (54%) than searchers (47%)

Rediff remains the second most recalled online shopping brand among both segments, despite a decline in recall levels

Source of brand recall Brand Recall Sources Ebay Rediff Indiatimes Futurebazaar Sify Amazon Sample Base 541 168 137 91 48 35 From an advertisement 45% 29% 48% 58% 23% 55% From a news story/article/feature 12% 8% 16% 19% 0% 4% From a relative/friend/colleague 21% 21% 14% 22% 15% 39% From a direct mailer/newsletter/sales call 7% 15% 6% 19% 3% 3% While generally surfing the net 56% 55% 58% 55% 68% 45% From a link on another website 36% 31% 13% 30% 14% 13% From an exhibition/event 2% 2% 1% 4% 0% 5% Others 1% 3% 1% 3% 3% 0% Do not remember 4% 6% 6% 9% 4% 20%

Ebay dominates the spontaneous brand recall for the category too, equally among both searchers and buyers

Rediff follows at the second spot, followed closely by Indiatimes, again both among searchers and buyers

Spontaneous recall for Sify has suffered a significant set-back this quarter, both amongst buyers and searchers

Spontaneous brand recall* * Top 3 brand recalls

Though Ebay continues to lead at the aided awareness level, Rediff & Indiatimes are able to bridge the gap to some extent

Rediff, Yahoo & Sify witnessed significant decreases in brand awareness among buyers (a result of addition of new buyers)

Futurebazaar has witnessed a significant increase in brand awareness amongst both searchers and buyers

Aided brand awareness

Brand recall summary – All shoppers

57% of Ebay’s total brand recall is top of mind. It is only 20% for Rediff, 15% for Indiatimes and only 3% for Yahoo

Compared to previous quarter Futurebazaar and Sify have improved their top of mind to total brand recall ratios

(-0.05) (-0.03) (-) (-0.04) (+0.08) (+0.06) Recall Levels Ebay Rediff Indiatimes Yahoo Futurebazaar Sify Aided brand awareness 87% 74% 73% 61% 51% 46% Spontaneous brand recall 77% 47% 39% 16% 21% 11% Top of mind brand recall 50% 15% 11% 2% 8% 5% Ratio of Top of mind brand recall to Aided brand awareness 0.57 0.20 0.15 0.03 0.16 0.11

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

Rediff has shown a decline this quarter (-3%) while the share of Futurebazaar has increased (+5%)

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 seconds on all the attributes

This quarter Futurebazaar improves its scores on all attributes closing the gap on Rediff and Indiatimes on some of them

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 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Ebay

Brand associations – Rediff * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Rediff

Brand associations – Indiatimes * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Indiatimes

Brand associations – Yahoo * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Yahoo

Brand associations – Futurebazaar * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Futurebazaar

Brand associations – Sify * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Sify

Brand associations – Overall perceptions Ebay Rediff Indiatimes Futurebazaar Brand 1.0 .5 0.0 -.5 -1.0 -1.5 Attribute .6 .4 .2 -.0 -.2 -.4 -.6 Best security on payment transactions Widest choice of relevant payment options Most assured product quality & delivery Widest variety of product choices Great brand image Best price, bargains & deals Most responsive customer service Amazon Sify Futurebazaar Yahoo Rediff Indiatimes Ebay

Brand Shares

Secondary (cumulative) consumer share*

Ebay continues to lead secondary consumer share with 55% of all online shoppers having visited it in last 3 months

Apart from Ebay, only Futurebazaar has shown increase in share of visitors in the last 3 months

Rediff and Indiatimes have shown significant drop in secondary share, especially among the buyers

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

Primary (preferred) consumer share*

Ebay also leads the primary consumer share, with 39% of all online shoppers in last 3 months preferring to visit it the most

Ebay’s primary share is noticeably higher among the buyers (46%), where it has gained +8% share in the last quarter

Overall, Futurebazaar is the only player to have gained primary share noticeably in last 3 months (+7%)

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

Primary-Secondary Consumer Share ratios

Futurebazaar shows the best secondary to primary consumer share conversion ratio of 87% in the last quarter

Yahoo follows at second spot with a conversion ratio of 85%. Sify shows the lowest conversion ratio at 65%

Only Ebay shows a decline in the conversion ratio compared to the previous quarter (-6%)

Yahoo and Futurebazaar show the highest increase in the conversion ratios (+47% and +40% respectively)

(-6) (+4) (+11) (+16) (+40) (+47)

Reasons for preference Reasons for preferring the website Ebay Rediff Indiatimes Yahoo Futurebazaar Sify Has the widest variety of product choices 78% 64% 63% 43% 62% 70% Has the most relevant choices within my budget 59% 58% 51% 46% 69% 64% Lowest prices/bargain/deals 72% 77% 66% 54% 73% 58% Best guidance on product specifications and buying tips 45% 28% 37% 24% 38% 47% Most easy to find the right information quickly 59% 50% 59% 61% 63% 67% Most hassle free payment procedure 37% 38% 38% 28% 36% 40% Best security features to protect online transactions 41% 36% 29% 25% 41% 41% Highly dependable delivery 30% 28% 31% 23% 40% 39% Most assured of product quality 27% 21% 36% 24% 36% 32% Nothing Specific / Do not know 5% 3% 3% 8% 7% 4%

Usage satisfaction among preferred users

Only Sify shows above-average proportion of highly satisfied preferred users (50%)

Rediff shows the most below-average levels of highly satisfied preferred users (25%)

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

Intended preferred usage for only Futurebazaar is likely to increase in the next quarter (+5%)

Brand Performance Track

Brand Sustenance Index Ratio of 1 represents average efficiency Brand Sustenance Ratio of TOM Brand Recall TOM Ad Recall How much can the brand transcend the advertising

Brand Sustenance Index * Other brands not included for insufficiency of sample size

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

Sify has shown the best improvement in brand sustenance compared to the previous quarter

100% 2.87 100% 2.54 -0.33 Fabmall/Indiaplaza Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Sify +0.70 1.65 65% 0.95 33% Ebay +0.10 1.57 62% 1.47 51% Rediff -0.78 1.51 60% 2.29 80% Indiatimes -0.14 1.19 47% 1.33 46% Futurebazaar -0.03 0.94 37% 0.97 34% Yahoo -1.66 0.84 33% 2.50 87%

Brand Sustenance Chart Logarithmic scale Brand Sustenance Ebay Rediff Indiatimes Futurebazaar Yahoo Sify 0.0 0.3 0.5 0.8 1.0 0.0 0.3 0.5 0.8 1.0 Top of Mind Ad Recall Top of Mind Brand Recall Less Sustainable without advertising More sustainable without advertising Size

Brand Persuasion Index Ratio of 1 represents very high efficiency Brand Persuasion How persuasive is your brand story Ratio of Intention to Buy/Use Brand Spontaneous Brand Recall

Brand Persuasion Index * Other brands not included for insufficiency of sample size

Futurebazaar (and not Ebay) shows the highest brand persuasion index in this quarter

However, Sify has shown the best improvement in brand persuasion compared to the previous quarter

84% 0.52 100% 0.57 +0.05 Futurebazaar Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Ebay -0.13 0.49 86% 0.62 100% Sify +0.08 0.35 60% 0.27 43% Indiatimes -0.14 0.33 58% 0.47 75% Rediff -0.10 0.33 57% 0.43 69% Fabmall/India Plaza -0.21 0.31 54% 0.52 83% Yahoo -0.16 0.27 47% 0.43 70%

Brand Persuasion Chart Logarithmic scale Brand Persuasion Rediff Indiatimes Futurebazaar Yahoo Sify Indiaplaza Amazon 0.0 0.3 0.5 0.8 1.0 0.0 0.3 0.5 0.8 1.0 Spontaneous Recall Likelihood of Buying Less Persuasive More Persuasive Size Homeshop 18

Brand Pull Index A positive ratio represents a growing brand Brand Pull Ability 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 Index * Other brands not included for insufficiency of sample size

Futurebazaar (and not Indiaplaza) shows the highest brand pull index in this quarter

Among the main brands only Rediff has shown improvement in brand pull compared to the previous quarter

62% 0.69 100% 0.04 -0.65 Futurebazaar Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Ebay -0.16 0.03 99% 0.19 17% Indiatimes -0.13 0.02 99% 0.15 13% Rediff +0.04 -0.06 90% -0.10 -9% Fabmall/India Plaza -1.26 -0.15 82% 1.11 100% Yahoo -0.46 -0.16 81% 0.30 27% Sify -0.18 -0.21 76% -0.03 -3%

Brand Pull Chart Logarithmic scale Brand Pull Ebay Rediff Indiatimes Futurebazaar Yahoo Sify Fabmall Amazon Homeshop18 0.0 0.3 0.5 0.8 1.0 1.3 1.5 0.0 0.3 0.5 0.8 1.0 1.3 1.5 Switch-outs from the Brand Switch-ins to the Brand Gaining Pull Losing Pull Size

Brand Loyalty Index Ratio of 1 represents maximum efficiency Brand Loyalty How 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 Index * Other brands not included for insufficiency of sample size

Ebay (and not Futurebazaar) shows the highest brand loyalty index in this quarter

All brands show decline in brand loyalty compared to previous quarter

Indiaplaza shows the least decline in loyalty while Indiatimes and Futuzebazaar show the highest decline

99% 0.90 100% 0.77 -0.13 Ebay Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Futurebazaar -0.15 0.76 99% 0.91 100% Fabmall/India Plaza -0.01 0.72 95% 0.73 79% Indiatimes -0.15 0.71 93% 0.86 94% Rediff -0.09 0.71 92% 0.80 88% Sify -0.03 0.65 85% 0.68 74% Yahoo -0.06 0.54 70% 0.60 66%

Brand Loyalty Chart Brand Loyalty 76% 75% 72% 71% 71% 65% 54% 52% 0% 20% 40% 60% 80% 100% Ebay Futurebazaar Indiaplaza/ Fabmall Indiatimes Rediff Sify Yahoo Amazon Likely to Continue

Brand Momentux™ It is an index. The higher the better Brand Momentux TM Your future market potential based on your current performance Brand X Brand Speed Mass Accelerators Current X Brand Persuasion factor, Users Brand Pull factor, Brand Loyalty factor

Brand Momentux™ * Other brands not included for insufficiency of sample size

Despite a marginal fall, Ebay continues to show the highest brand momentum in this quarter as well

Other than Futurebazaar, all other brands show deceleration in their momentum compared to the previous quarter

6% 0.01 7% 0.01 - Sify 100% 0.22 100% 0.17 -0.05 Ebay Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Rediff -0.02 0.06 33% 0.08 39% Futurebazaar +0.02 0.05 31% 0.03 15% Indiatimes -0.02 0.05 28% 0.07 33% Yahoo -0.01 0.01 8% 0.02 11% Amazon - 0.01 6% - - Fabmall/India Plaza - 0.01 6% 0.01 4%

Brand Momentux™ Chart Logarithmic scale Brand Momentum Ebay Rediff Indiatimes Futurebazaar Yahoo Sify Fabmall Amazon Homeshop18 0.0 0.5 1.0 1.5 2.0 0.0 0.5 1.0 1.5 2.0 Brand Speed Brand Mass Mass Driven Size Speed Driven

Brand Momentux™ Summary Sify Current Quarter vis-à-vis Previous Quarter Brand Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentux Ebay Rediff Futurebazaar Indiatimes Yahoo Indiaplaza/Fabmall Improved Deteriorated No Change

Primary Consumer Shares

Despite ‘deceleration’ Ebay’s current momentum is still likely to help it gain primary consumer share in the next quarter

The only ‘accelerating’ brand currently, Futurebazaar, is also likely to pick up primary share in the next quarter

Rediff and Sify are likely to lose share, while Indiatimes is likely to just manage to hold on to its primary share

- - 1% 5% 5% 5% 15% 22% 38% Previous Quarter Actual Share 3% 3% Indiaplaza/Fabmall 3% 5% Sify 4% 6% Yahoo Brand Current Quarter Actual Share Next Quarter Estimated Share Ebay 39% 45% Rediff 17% 15% Indiatimes 13% 13% Futurebazaar 11% 14% Amazon 2% 3% Homeshop18 1% 1%

Thank You!