Online Shopping Brand Track Report   Oct Dec 2007
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Online Shopping Brand Track Report Oct Dec 2007

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One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as ...

One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.

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Online Shopping Brand Track Report   Oct Dec 2007 Online Shopping Brand Track Report Oct Dec 2007 Presentation Transcript

  • 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 5 th December to 22 nd 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 Users 100% Intention to shop online 18% (+4%) No intention to shop online 32% (+5%) Searched and Bought 39% (+21%) Searched Only 10% (-31%) Online Non-shoppers 51% (+10%) Online Shoppers 49% (-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%)
    (-4) (-1) * Buyers are the ones who searched as well as bought something online in last three months (+5)
  • 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
    • 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
    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%)
  • 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 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 (-8) (-2) (+9) (-1) (-1) (+2)
  • Online Shopper User Profiles
  • Demographic distribution Gender
    • Though majority (84%) of buyers are males, this quarter there is a marginal growth in the number of female online buyers (+3%)
  • Demographic distribution Age
    • 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
  • Demographic distribution Marital Status
    • Although more than 50% online buyers are unmarried, their proportion has declined noticeably this quarter (-11%)
  • Demographic distribution Occupation
    • ‘ 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
  • Demographic distribution Preferred 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
  • Geographic distribution City 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 Top 10 Cities 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%
  • Geographic distribution Region
    • Southern region is still contributing significantly more than other regions, among both searchers & buyers
  • Socio economic distribution SEC 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%)
  • Socio economic distribution Head 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
  • Economic distribution Monthly 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
  • Economic distribution Most 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
  • Economic distribution Credit 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
  • Economic distribution Mobile 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
  • Place of Buying*
    • 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%)
    * - From multiple places. Therefore, the total adds up to more than 100%
  • Frequency of Buying - Home
    • 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 – 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’
  • 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%)
  • Mode of payment
    • 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
  • Motivation for buying online
    • 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
  • 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
  • Online buying in bids/auctions
    • This quarter the balance tips in favour of those online buyers who do not buy in an online bid or auction
    (-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%
  • Reasons for not buying online (searchers only)
    • ‘ 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
  • Media Preferences
  • Most preferred TV channel – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents 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 newspaper – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Newspapers Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* 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 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Magazines Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* 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 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Radio channels Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* 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 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Websites Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* 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 emailing * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents Websites Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Yahoo 41% 7% 43% 42% Gmail 30% 1% 26% 27% Rediff 6% -7% 7% 7% Hotmail 6% -3% 5% 5% Indiatimes 1% 0% 1% 1% Sify 1% -2% 0% 1% VSNL 0% 0% 0% 0% Lycos 0% 0% 0% 0%
  • Most preferred website for checking news – Top 10 * Last quarter’s media preferences were reported only for ‘searched and bought’ respondents News websites Searched Only Searched & Bought All Shoppers Sample Base 347* 579 926* Yahoo 8% -2% 11% 10% Rediff 10% -7% 7% 9% NDTV 7% 4% 9% 8% Indiatimes 8% 2% 7% 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
  • 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 Brands 3% 2% 5% Froogle 3% 4% 2% Shopping 2% 2% 2% Homeshop18 1% 1% 0.3% Indiaplaza/Fabmall Top 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% Sify 2% 2% 2% MSN 1% 3% 2% Onlineshopping 1% 0.4% 1% NDTVShopping 0.1% 0.3% 0.2% Others 3% 5% 4%
  • Source of ad recall 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%
  • 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 Brands 2% 2% 2% MSN 2% 1% 2% Froogle 2% 3% 0.3% Shopping 1% 1% 1% Onlineshopping Top of mind Ad Recall Sample Base Searched Only 459 Search & Bought 696 All Shoppers 1,155 Ebay 55% 50% 52% Rediff 15% 9% 12% Indiatimes 8% 12% 10% Futurebazaar 7% 8% 7% Yahoo 6% 6% 6% Amazon 3% 2% 3% Indiaplaza/Fabmall 1% 2% 1% Sify 1% 2% 1% Homeshop18 1% 1% 1% NDTVshopping 0.0% 1% 0.4% Others 0.3% 1% 1%
  • Source of brand recall 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%
    • 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
    • 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 2 nd & 3 rd spot respectively
    • Homeshop18 is the only brand to witness significant increase in brand awareness amongst both searchers and buyers
    Aided brand awareness
  • 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) 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
  • 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
  • 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 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 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 * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 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 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 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 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 Indiatimes
  • 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 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 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 Futurebazaar
  • 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 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 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 Yahoo
  • Brand associations – Overall perceptions Ebay Rediff Indiatimes Futurebazaar Brand 0.6 0.4 0.2 0.0 -0.2 -0.4 -0.6 -0.8 Attribute 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 Yahoo Amazon Futurebazaar Indiatimes Rediff Ebay
  • Brand Shares
  • Secondary (cumulative) consumer share*
    • 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
    * 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 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
    * Most preferred shopping site among those used in last 3 months, adds up to 100% in usage
  • Primary-Secondary Consumer Share ratios
    • 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
    (+7%) (-18) (-27) (-24) (-22)
  • Reasons for preference Reasons 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%
  • 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%)
  • 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 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
    • 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
    37% 0.94 48% 1.75 +0.81 Futurebazaar 60% 1.51 46% 1.69 +0.17 Rediff 47% 1.19 42% 1.52 +0.33 Indiatimes Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Indiaplaza/Fabmall +1.09 3.64 100% 2.54 100% 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%
  • Brand Sustenance Map Logarithmic scale * Other brands not included for insufficiency of sample 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
    • 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
    58% 0.33 43% 0.30 -0.03 Indiatimes 57% 0.33 42% 0.30 -0.03 Rediff 54% 0.31 58% 0.41 +0.10 Indiaplaza/Fabmall 47% 0.27 52% 0.37 +0.10 Yahoo 100% 0.57 67% 0.47 -0.10 Futurebazaar 86% 0.49 68% 0.48 -0.01 Ebay 38% 0.22 100% 0.71 +0.49 Homeshop18 42% 0.24 43% 0.30 +0.06 Amazon Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Sify -0.15 0.19 27% 0.35 60%
  • Brand Persuasion Map Logarithmic scale * Other brands not included for insufficiency of sample size
  • 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
    • 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
    82% -0.15 50% -0.06 +0.09 Indiaplaza/Fabmall 76% -0.21 50% -0.05 +0.15 Sify 90% -0.06 50% -0.05 +0.01 Rediff 99% 0.02 56% 0.05 +0.03 Indiatimes 100% 0.04 57% 0.07 +0.03 Futurebazaar - - 100% 0.87 - Homeshop18 - - 71% 0.33 - Amazon Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Ebay -0.10 -0.06 50% 0.03 99% Yahoo -0.10 -0.27 39% -0.16 81%
  • Brand Pull Map Logarithmic scale * Other brands not included for insufficiency of sample 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
    • 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
    99% 0.76 78% 0.64 -0.12 Futurebazaar 93% 0.71 81% 0.66 -0.05 Indiatimes 92% 0.71 84% 0.69 -0.02 Rediff 100% 0.77 94% 0.77 0.00 Ebay 68% 0.52 97% 0.79 +0.27 Amazon 88% 0.67 81% 0.66 -0.01 Homeshop18 95% 0.72 100% 0.82 +0.09 Indiaplaza/Fabmall Change Current Quarter Previous Quarter Brand Actual Index Relative Index Actual Index Relative Index Sify -0.10 0.55 67% 0.65 85% Yahoo -0.08 0.46 56% 0.54 70%
  • Brand Loyalty Chart * Other brands not included for insufficiency of sample size
  • 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™
    • 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
    6% 0.01 5% 0.01 0.00 Indiaplaza/Fabmall 6% 0.01 7% 0.01 0.00 Amazon 2% 0.00 11% 0.02 +0.02 Homeshop18 Change Current Quarter Previous Quarter Brand Actual 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% Sify 0.00 0.01 3% 0.01 7%
  • Brand Momentux™ Map Logarithmic scale * Other brands not included for insufficiency of sample size
  • Brand Momentux™ Summary Indiaplaza/Fabmall Amazon Current Quarter vis-à-vis Previous Quarter Brand Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentum Ebay Rediff Futurebazaar Indiatimes Yahoo Homeshop18 Sify Improved Deteriorated No Change
  • Primary Consumer Shares
    • 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
    5% 3% 1% Homeshop18 10% 9% 13% Indiatimes 4% 3% 2% Amazon Brand Previous Quarter Actual Share Current Quarter Actual Share Next Quarter Estimated Share Ebay 39% 44% 41% Rediff 17% 13% 12% Futurebazaar 11% 10% 10% Yahoo 6% 10% 8% Sify 5% 2% 2% Indiaplaza/Fabmall 3% 2% 2%
  • Thank You!