Website User Friedliness Q1 Generic Portal Report
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The Website User Friendliness Generic Portal Report studies, interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well ...

The Website User Friendliness Generic Portal Report studies, interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well as its usability factors. The study helps the online players measure, quantify and benchmark the ‘user friendliness’ and ‘usage satisfaction’ of their website vis-à-vis the key competing websites across six generic portals

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Website User Friedliness Q1 Generic Portal Report Document Transcript

  • 1. Website User Friendliness Study
  • 2. Generic Portal Website User Friendliness Study Generic Portal Report Jan-Mar ‘08
  • 3. Website User Friendliness Study © copyright JuxtConsult
  • 4. Generic Portal
  • 5. Website User Friendliness Study Table of content Introduction .............................................................. 1 Methodology.............................................................. 2 Category Websites Tested.............................................. 8 Findings: Website User Friendliness Aggregate Scores - Overall ............ 10 Website User Friendliness Sub Parameter Scores - Overall....... 11 Website User Friendliness Perceptual Map – Overall .............. 13 Average Ratings on the Individual Parameters - Overall.......... 14 Rating Dispersions by Individual Attributes ......................... 15 Relative Importance of the Individual Criteria ..................... 26 Website User Friendliness Aggregate Scores - Website Users Only ............................................................................ 27 Website User Friendliness Sub Parameter Scores - Website Users Only....................................................................... 28 Website User Friendliness Perceptual Map – Website Users Only 30 Average Ratings on the Individual Parameters - Website Users Only....................................................................... 31 Rating Dispersions by Individual Attributes ......................... 32 Relative Importance of the Individual Criteria ..................... 43 Website User Friendliness Aggregate Scores - Website Non Users Only....................................................................... 44 Website User Friendliness Sub Parameter Scores - Website Non Users Only ............................................................... 45 Website User Friendliness Perceptual Map – Website Non Users Only....................................................................... 47 Average Ratings on the Individual Parameters - Website Non Users Only ............................................................... 48 Rating Dispersions by Individual Attributes ......................... 49 Relative Importance of the Individual Criteria ..................... 60 Demographic Profile ................................................... 62 Socio Economic Profile................................................. 66 Economic Profile........................................................ 68 Net Usage Dynamics.................................................... 70 WUF Index Ranking of Websites by User Segments ................ 71 Sample Sizes............................................................. 78
  • 6. Generic Portal
  • 7. Website User Friendliness Study Introduction Internet users rarely bother to complain about the poor quality or experience of a website. They just ‘switch’ to an alternative website. Yet most websites do little to track their user’s experience and perceptions about their websites on various critical parameters - be it the appeal of their user interface, ease of navigation and task completion, or the satisfaction derived from the actual usage experience. To precisely fill this gap JuxtConsult has introduced its ‘Website User Friendliness’ syndicated study. The study helps the online players measure, quantify and benchmark the ‘user friendliness’ and ‘usage satisfaction’ of their website vis-à-vis the key competing websites. The study is unique in its methodology as it takes the concept of ‘usability testing’ of a website online – it makes the users use a website and give the feedback on its usage experience in ‘live’ online environment. The user feedback is real time and based on actual usage of the website. In order to define and measure what really makes a website ‘user- friendly’, we looked at a simple and interesting parallel of what makes a person seem ‘friendly’. In human interaction, we identify someone as ‘friendly’ only when that person firstly ‘looks’ friendly to us and then ‘behaves’ friendly towards us. When it comes to our interaction with websites, our expectations and behaviors are no different. We identify or treat a website as ‘friendly’ only when it both looks pleasant and acceptable to us and is easy and convenient to use. That is, A User friendly website Looks friendly + Behaves friendly To ‘look’ friendly, a website must be identifiable, appealing, relevant, and pleasant in its appearance. On the other hand, to ‘behave’ friendly a website must enable the task a user has come to perform on the website in a convenient, smooth, orderly and satisfactory manner. Accordingly, this study interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well as its usability factors. 1
  • 8. Generic Portal Methodology The JuxtConsult ‘Website User Friendliness’ model Any comprehensive measure of ‘user-friendliness’ of a website must cover all key aspects that determine its ‘user-interface’ (looking friendly) as well as its ‘usage experience’ (behaving friendly). At a broad level, we at JuxtConsult defined these key aspects as follows: User Interface (look friendly) Usage Experience (behave friendly) Visually appealing Easy to access Distinctly identifiable Easy to locate relevant information Organized interface Easy to comprehend information Relevant content Easy to navigate and conduct a task Better quality of content Offer relevant and adequate solutions Facilitate satisfactory completion of task Consistent in performance Highly interactive and responsive In order to identify the precise and measurable attributes under each of these aspects, we carefully mapped the typical flow of the ‘interaction’ a user usually has with a website. In doing so we identified 6 typical stages of interaction a user has with a website (and therefore, 6 critical aspects that need to be measured to arrive at any comprehensive evaluation of ‘user-friendliness’ of a website): The user accesses the website (Accessibility) Finds the website appealing (Likeability) Finds the content relevant (Relatability) Is able to smoothly navigate on the website (Navigability) Finds the website responsive when needs assistance/help (Interactivity) Is able to complete the task/purpose for which he/she visited the website in the first place (Task accomplishment) Digging a little deeper in these 6 critical areas we identified 19 individual parameters that required to be measured to make the model a fairly comprehensive one. The parameters related to ‘e-commerce’ and ‘transactions’ were not included in the ‘generic model’ per se (to retain its universality), but have been considered separately as the 2
  • 9. Website User Friendliness Study ‘seventh’ critical aspect of measuring user friendliness of the ‘e- commerce’ websites. The following graphics outline the precise ‘website user friendliness’ measuring and rating schema used in the JuxtConsult model and in bringing out these reports: © The Model The Website – User The Measures The User Friendliness Criteria Interaction Points Browser compatibility Accessibility Download time Is the website easy to access? Technical Distinctiveness (branding) Layout and interface Aesthetics (color, text, graphics) Likeability Does it look appealing? Identification with the website Design Ease of comprehension Relevance/Adequacy of content Relatability Is the content relevant and distinct? Content distinctiveness (quality) Content Ease of locating task info Ease of conducting the tasks Navigability Is it easy to use? Inter-page consistency in design Task Flow and flow Navigational cues and helps Error rate / error recovery Interactivity Is it able to assist the user when needed? Contacability (and responsiveness) Assistance Sense of security in using the site Level of task completion (success) Task Accomplishment Timeliness of task completion Is the user able to accomplish the task? Solution Adequacy of task compl. (satisfaction) 3
  • 10. Generic Portal © User Friendliness Measuring Schema 3. Distinctive in identity (branding) 4. Presentation of content (layout) 10. Ease of locating task info 5. Aesthetics (color, text, graphics) 11. Ease of conducting the task 6. User identification with the site 12. Navigation flow between pages 16. Timeliness of task completion 7. Ease of comprehension 13. Navigational cues and helps 17. Quality of usage experience 1. Browser Compatibility 8. Relevance of content 14. Error recovery 18. Perceived sense of security in usage 2. Download Time 9. Relative quality of content 15. Customer responsiveness 19. Brand preference creation Site is likeable and relevant Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment Design Appeal Ease of Access Ease of Usage Usage Satisfaction Appeal Index Accessibility Index Navigability Index Satisfaction Index User Friendly Experience User Friendly Interface User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX) Website User Friendliness Category Level Website User Friendliness Index (WUF) 4
  • 11. Website User Friendliness Study As shown in the schema, the 19 individual parameters that determine the overall user friendliness of a website have been clustered together into 4 ‘sub index’ measuring the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of a website. Hereafter these are combined to arrive at two higher level ‘user interface’ and ‘user experience’ Index and eventually into the overall ‘website user friendliness’ (WUF) index of a website. The model thereby allows various websites in a category/vertical to be evaluated, compared, benchmarked and ranked on various aspects of their ‘user-friendliness’ in an objective manner (based on the index score derived from actual ‘ratings’ of these websites by their existing and potential users). The online survey To test and get the websites rated on these 19 parameters and some other identified aspects of ‘user friendliness’ by their existing and potential users, an online survey methodology based on ‘live’ usage and rating of websites was used. The online survey was conducted using JuxtConsult’s own online user panel (www.getcounted.net) as well as using a ‘survey ad campaign’ on Google Ad Sense (contextual search ads). The online survey was conducted using an e-questionnaire segmented into three sections. The first section had a ‘screener questionnaire’ that was used to identify the ‘users’ of an online category, and of the various websites being tested within that category. Then the identified ‘users’ and ‘non-users’ (taken as potential users) of the various websites were taken to the respective websites for ‘live’ usage. This was done by providing the ‘URL links’ of these websites within the questionnaires. Half the respondents (of both existing and potential users of the website) were asked to surf the ‘homepage’ and the other half to ‘complete a simple assigned task’ on the website1. This split was done to keep the length of the ‘live’ usage sessions within reasonable time limit, so that including the feedback-giving time (questionnaire filling), the whole session does not become too long for the respondent. In this way we tried to minimize the impact of any possible ‘response fatigue’ in the survey to the extent it is possible to do so in such surveys. To ensure a statistically healthy representation and calculation of the ratings (and indices) for each website in the study, a minimum sample quota of 120 ‘reported response’ per website was fixed. This is the sample size on which the user friendliness index calculations are based. 1 The tasks that the respondents of the Generic Portal category were asked to perform were – 1) check your horoscope for today, 2) check the day’s news of your interes, 3) check sprots content of your interest. 5
  • 12. Generic Portal However, because of a break up of ‘live’ usage between the ‘only homepage surfing’ and ‘only an assigned task completion’, each respondent were to give only ‘part’ rating of the website. This meant that in practice it would take 2 respondents (one of homepage and one of task) to compete one rating of a website as per the JuxtConsult Model. Accordingly, in sample collection, the quota per website was doubled to 240 respondents per website. The eventual break up of the samples as ‘set’ per website and between its existing users and non- users (potential users) was as follows: Table 1: Sample size by websites Sample Base Users Non-users Total Rediff Home page 60 60 120 Task 60 60 120 Yahoo Home page 60 60 120 Task 60 60 120 Indiatimes Home page 60 60 120 Task 60 60 120 Sify Home page 60 60 120 Task 60 60 120 AOL Home page 60 60 120 Task 60 60 120 MSN Home page 60 60 120 Task 60 60 120 Total Category 720 720 1,440 Further to ensure that we report only those responses that are based on actual, and to an extent, sincere ‘live’ usage of the website, firstly the time taken to check/use the website was measured (from the time of clicking the URL link on the questionnaire to the time of answering the first feedback question). Thereafter, we decided to exclude from reporting those respondents who took less than 3 minutes to ‘surf the homepage’ and less than 5 minutes to ‘complete the assigned task’ on the website. For the 19 individual parameters, except for browser compatibility, the ratings for the rest 18 parameters were taken directly from the respondents. For rating on browser compatibility, websites were tested internally at JuxtConsult by its own technical team on various popular internet browsers and then rated accordingly. The browsers on which the website opening was tested were – Internet Explorer, Firefox, Netscape and Opera. For the rest 18 parameters where users’ gave the ratings directly, all ratings were taken on a ‘5 point qualitative scale’. For each parameter, respondents were asked to choose one of the five statements given as ‘options’. The five statements ranged from the most positive statement about that attribute on that website to the most negative statement about that attribute on that website. Of these 18 parameters, only one parameter’s response was taken from the respondents ‘past usage’ of the website (therefore asked only to 6
  • 13. Website User Friendliness Study the ‘users’). This parameter was customer responsiveness (measured as timeliness and appropriates of response to any query they may have made on the website in the past). On all the other 17 parameters the respondents were asked to give their ratings basis the ‘live’ usage experience and in real time. Eventually, Index numbers were calculated and derived from the individual parameter level rating, with each level index having its own calculated scale (depending on the number of individual parameters included under that index). The sample bases of various websites were equalized while calculating their website user friendliness index to ensure that there are no sample size biases in the reported findings. In the online questionnaires, a response format of ‘clicking’ a single or multiple options among the various given options was used for most questions. Wherever relevant, it was also possible for a respondent to answer ‘none’, ‘not applicable’ or ‘any other’. To enlist complete and sincere responses, an incentive of a significant cash prize was also announced to be given to one randomly selected respondent at the end of the survey. The questionnaire were pre-tested and timed to take approximately 15- 20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire was structured and designed to reduce the level of ‘respondent fatigue’ to an extent that was practically possible. Over 1,421 unduplicated and clean responses were collected from the online survey for the 6 websites being tested under the Generic Portal category (in about 3 weeks of time for which the survey was ‘live’ online). After further cleaning of the data for the actual time spent on surfing the homepage/completing the task on the websites 1,325 responses were finally found to be valid and used in creating this report. The valid and usable data was then made representative of the entire online urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights used were derived from the JuxtConsult’s India Online 2007 study and are based on 3 highly relevant demographic parameters – SEC, town class and region. The end result is that the findings of this report possibly represent the ‘voice’ of over 24 million online urban Indians. Further, the findings represent and effectively cover internet users from all SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns)2 . 2 For more details on the demographic and socio-economic profile of the respondents see the ‘Respondent Profile’ section of this report. 7
  • 14. Generic Portal Category Websites Tested Rediff (www.rediff.com) Yahoo (www.yahoo.com) Indiatimes (www.indiatimes.com) Sify (www.sify.com) AOL (www.aol.in) MSN (www.msn.com) 8
  • 15. Website User Friendliness Study Findings 9
  • 16. Generic Portal Website User Friendliness Aggregate Scores - Overall Table 2: Website user friendliness index (WUF) - overall Brands WUF Index Relative Index Rediff 7.0 100% Yahoo 6.9 98% Indiatimes 6.5 93% Sify 6.4 91% AOL 6.2 88% MSN 5.4 76% Base: 1,325 Table 3: Friendly interface index (UFEX) - overall Brands UFEX Index Relative Index Rediff 4.1 100% Yahoo 3.9 97% Indiatimes 3.7 91% Sify 3.7 90% AOL 3.6 88% MSN 3.1 75% Base: 1,325 Table 4: User friendly usage experience index (UZEX) - overall Brands UZEX Index Relative Index Rediff 3.0 100% Yahoo 2.9 99% Indiatimes 2.8 96% Sify 2.7 91% AOL 2.6 88% MSN 2.3 77% Base: 1,325 10
  • 17. Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Overall Table 5: Accessibility index (overall) Brands Accessibility Index Relative Index Rediff 2.2 100% Yahoo 2.1 96% Indiatimes 2.0 92% Sify 2.0 90% AOL 1.9 88% MSN 1.7 75% Base: 1,325 Table 6: Appeal index (overall) Brands Appeal Index Relative Index Rediff 1.9 100% Yahoo 1.8 97% Sify 1.7 91% AOL 1.7 89% Indiatimes 1.7 89% MSN 1.4 76% Base: 1,325 11
  • 18. Generic Portal Table 7: Navigability index (overall) Brands Navigability Index Relative Index Yahoo 1.1 100% Rediff 1.0 93% Indiatimes 1.0 92% Sify 0.9 84% AOL 0.9 83% MSN 0.8 72% Base: 1,325 Table 8: Usage satisfaction index (overall) Brands Satisfaction Index Relative Index Rediff 1.9 100% Yahoo 1.8 95% Indiatimes 1.8 94% Sify 1.8 92% AOL 1.7 87% MSN 1.5 77% Base: 1,325 12
  • 19. Website User Friendliness Study Website User Friendliness Perceptual Map – Overall .2 Design Appeal Yahoo .1 AOL Rediff Ease of Usage 0.0 Sify Ease of Access MSN -.1 Usage Satisfaction Attribute Indiatimes -.2 -.2 -.1 0.0 .1 .2 .3 Brand 13
  • 20. Generic Portal Average Ratings on the Individual Parameters - Overall Table 9: Summary table - overall Ratings (on a 5 point qualitative scale) AOL Sify Yahoo Indiatimes Rediff MSN Browser Compatibility 5.0 5.0 5.0 5.0 5.0 5.0 Download Time 4.4 4.2 4.3 4.5 4.3 4.0 Accessibility Index 1.9 2.0 2.1 2.0 2.2 1.7 Distinctive in identity (branding) 3.5 3.3 3.2 3.1 3.2 3.3 Presentation layout of the home page 3.5 3.3 3.2 3.1 3.2 3.3 Presentation layout of the task page 4.5 4.4 4.3 4.1 4.4 4.4 Aesthetics of text on the homepage 2.7 2.5 2.7 2.7 2.6 2.7 Aesthetics of graphics on the homepage 4.3 4.2 3.9 3.8 4.2 4.2 User identification with the site 3.8 3.8 3.8 3.8 3.9 3.7 Ease of comprehension 3.9 4.0 4.1 4.2 4.1 3.8 Relevance of content 4.0 4.2 4.3 4.1 4.0 4.2 Relative quality of content 4.1 4.1 4.3 4.0 4.1 4.3 Appeal Index 1.7 1.7 1.8 1.7 1.9 1.4 Ease of locating task info 4.3 4.3 4.3 4.1 4.0 4.5 Ease of conducting the task 4.1 4.1 4.1 4.2 4.0 4.1 Navigation flow between pages 4.2 4.5 4.0 4.2 4.1 4.4 Navigational cues and helps 2.8 2.9 3.0 2.8 2.8 2.9 Error recovery 4.3 4.6 4.0 4.3 4.4 4.4 Appropriateness of response to queries 4.7 4.4 4.6 4.7 4.4 4.7 Timeliness of response to queries 4.3 4.3 4.2 4.4 4.4 4.6 Satisfaction with query resolution 4.4 4.4 4.2 4.4 4.4 4.5 Navigability Index 0.9 0.9 1.1 1.0 1.0 0.8 Timeliness of task completion 4.3 4.0 3.6 4.1 4.0 3.9 Quality of the usage experience 3.9 4.2 4.0 4.1 4.1 4.1 Perceived sense of security during usage 4.1 4.2 4.2 4.3 4.2 4.3 Creation of brand preference 4.3 4.4 4.3 4.4 4.2 4.4 Satisfaction Index 1.7 1.8 1.8 1.8 1.9 1.5 UFEX Index 3.6 3.7 3.9 3.7 4.1 3.1 UZEX Index 2.6 2.7 2.9 2.8 3.0 2.3 WUF Index 6.2 6.4 6.9 6.5 7.0 5.4 Base: 1,325 14
  • 21. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 1: Download time (overall) JFM '08 0% 0% 1% 2% 3% 100% 1% 1% 4% 3% 3% 5% 9% Extremely slow 13% 10% 16% 15% 15% 18% 22% 75% Fairly slow 28% 24% 26% 28% 32% Neither fast nor 50% slow 64% Reasonably fast 58% 57% 54% 25% 49% 41% Adequately fast 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 Chart 2: Distinctive in identity (overall) JFM '08 Didn't notice the logo at all'. 100% 5% 7% 9% 10% 13% 15% 4% 7% 6% 7% 6% 8% I had to search for 14% 10% 9% 16% the logo 75% 11% 3% 21% 24% 26% 28% I spotted it but only 28% 31% after a while 50% 62% It was prominent 50% 25% 48% and I spotted it 44% 41% 39% easily It was the first thing 0% that I noticed on the page AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 15
  • 22. Generic Portal Chart 3: Presentation of the home page (overall) JFM '08 0% Extremely haphazard 0% 0% 1% 2% 2% 100% 2% 2% 1% 1% and badly presented 6% 3% 10% 18% 9% 17% 16% 25% Fairly disorganized and ill presented 75% 34% 44% 39% Just average in 44% 40% organization and presentation 45% 50% Fairly well organized and presented 53% 25% 43% 42% Extremely well 38% 37% organized and neatly 28% presented 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 Chart 4: Presentation of the task page (overall) JFM '08 0% 0% 1% 2% 1% 3% Extremely untidy and 100% 0% 1% 0% 5% 1% 5% 1% 9% cluttered 1% 1 16% 17% 20% Fairly untidy 30% 75% 39% 26% 27% 37% Averagely presented 34% 50% Fairly well presented 62% 57% 55% 55% 25% 48% 42% Very well presented 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 16
  • 23. Website User Friendliness Study Chart 5: Aesthetics of text (overall) JFM '08 It has too little 100% 7% 0% 2% 2% 5% 8% content and 22% 24% looks empty 31% 19% 33% 75% 38% It has too much text and looks 50% cluttered 76% 74% 73% 69% 62% 54% 25% It has just the right amount of text and looks 0% fine AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 Chart 6: Aesthetics of graphics (overall) JFM '08 100% Neither engage 6% 5% 8% 9% 9% 11% me nor distract 17% me 20% 14% 14% 21% 75% 33% Too many 50% 66% 63% 54% 55% 60% 50% 25% Highly relevant and engaging 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 17
  • 24. Generic Portal Chart 7: User identification with the site (overall) JFM '08 3% 100% 4% 0% Its just opposite of my 6% 6% 7% style and personality 13% 10% 5% 5% 8% 12% 13% I find it difficult to 24% 24% 20% 75% 18% 25% relate to it I can live with it 38% 26% 29% 28% 50% 33% 39% I can relate to it to some extent 25% 39% 37% 36% 36% 33% 23% It matches my style and personality completely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 Chart 8: Ease of comprehension (overall) JFM '08 2% 2% 3% 100% 4% 5% 2% Extremely difficult 2% 3% 4% 7% 1% 1 14% 14% 9% 16% 26% 21% 75% Quite difficult 21% 28% 42% 39% 21% 32% Neither easy nor 26% 50% difficult Reasonably easy 25% 47% 45% 42% 40% 38% 38% Extremely easy 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 18
  • 25. Website User Friendliness Study Chart 9: Relevance of content (overall) JFM '08 Almost 0% 0% 2% 3% 100% 0% 6% 2% 0% 5% 4% irrelevant 1% 16% 15% 9% 22% 14% 17% Low 75% relevance 36% 33% 45% 50% 43% 45% Averagely 50% relevant 25% 50% Fairly 44% 38% 36% 34% relevant 30% 0% Highly relevant AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 Chart 10: Relative quality of content (overall) JFM '08 0% Significantly inferior 0% 1% 2% 2% 3% 100% 1% than the other 2% 5% 2% 6% 5% websites 15% 16% 9% 16% 17% 25% Somewhat inferior than the other 75% websites 37% 33% 43% 37% Same as offered by 36% the other websites 37% 50% Somewhat better than the other websites 25% 48% 47% 42% 40% 40% 32% Significantly better than the other websites 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 676 19
  • 26. Generic Portal Chart 11: Ease of locating task info (overall) JFM '08 0% Extremely 0% 1% 1% 2% 3% 100% 1% 1% 4% 1% 4% 6% difficult 13% 13% 12% 18% 24% 25% Fairly difficult 75% 24% 29% 17% 30% 23% 25% Neither easy 50% nor difficult 62% 61% 56% 53% Fairly easy 25% 48% 43% 0% Very easy AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 Chart 12: Ease of conducting the task info (overall) JFM '08 0% 0% 1% 1% 2% 100% Faced lots of difficulty 7% 4% 6% 3% 6% 10% 7% 15% 21% 21% 16% 31% Faced some difficulty 17% 75% but was able to complete the task 36% 29% Neither easy nor 30% 15% 24% 32% difficult 50% Fairly easy with only some minor irritants 50% 25% 46% 45% 45% 44% 41% Extremely easy and hassle-free 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 20
  • 27. Website User Friendliness Study Chart 13: Navigation flow between pages (overall) JFM '08 0% 0% 1% 2% 2% 100% 5% 2% Relevant page did not 7% 2% 5% 8% 6% open at all 14% 8% 7% 22% 1% 1 16% Faced lot of problems 28% 75% 38% 43% 17% 28% 29% Neither freely nor with difficulty 50% More or less freely 63% 54% 53% 25% 47% 43% 43% Completely freely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 Chart 14: Navigation cues and helps (overall) JFM '08 Had very few relevant 100% instructions 25% 30% 26% 30% 33% 35% Had a fair bit of relevant instructions 75% 16% 17% 12% 3% 15% 1% 1 Almost did not have any relevant 50% instructions 32% 39% Had most of the 42% 53% 47% relevant instructions 50% 25% 13% Had all the relevant 7% instructions 4% 7% 12% 6% 12% 1% 1 6% 4% 3% 2% 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 21
  • 28. Generic Portal Chart 15: Error recovery (overall) JFM '08 1% 1% 1% 3% 100% 4% Couldn't resolve and 2% 1% 2% 4% 5% 9% failed to complete the 8% 12% 7% task 13% 7% 9% 14% 7% Resolved with great 75% difficulty 26% 27% 35% 20% 30% Encountered but resolved with website 50% help instructions Encountered error but 72% resolved on my own 61% 60% 59% 54% 25% 47% Did not encounter any error at all 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 Chart 16: Appropriateness of the response (overall) JFM '08 0% 0% 0% 1% 4% 100% 0% 0% There was no 1% 2% 0% 2% 10% 1% 1% 4% response at all 1% 12% 3% 24% 26% 24% 27% 1% 1 Received only auto- 75% reply, nothing 20% thereafter They responded but did not resolve the 50% query 76% Query was resolved 74% 73% 72% 69% only partially 63% 25% Query was resolved completely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 268 22
  • 29. Website User Friendliness Study Chart 17: Timeliness of response (overall) JFM '08 0% 0% 0% 1% 1% 100% 4% 0% 0% 0% 7% Did not receive any 0% 9% 5% response at all 5% 13% 20% 24% 1% 27% Fairly late 75% 23% 14% 45% 19% 33% Neither promptly nor 50% late 68% More or less in time 65% 64% 57% 25% 50% 46% Very promptly 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 268 Chart 18: Satisfaction with response (overall) JFM '08 0% 0% 0% 1% 1% 3% 100% 0% 0% 1% Highly dissatisfied 5% 0% 5% 7% 5% 8% 4% 1% 6% Moderately 40% 75% 39% dissatisfied 39% 41% 49% 44% Neither satisfied not dissatisfied 50% Moderately satisfied 56% 54% 53% 52% 25% 46% 42% Highly satisfied 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 268 23
  • 30. Generic Portal Chart 19: Timeliness of task completion (overall) JFM '08 2% 2% 2% 1% 100% 7% 3% Took significantly 4% longer than expected 10% 10% 14% 14% 18% 20% 15% Took somewhat more 21% 18% 75% time than expected 19% 16% 17% 17% Completed in as much 18% 20% time as expected 20% 50% 13% Completed marginally faster than expected 61% 56% 25% 49% 47% 43% 43% Completed a lot faster than expected 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 Chart 20: Quality of usage experience (overall) JFM '08 0% 1% 2% 1% 2% 3% 100% 1% Downright painful 1% 6% 6% 9% 7% 6% 20% 12% 24% 21% 24% Fairly troublesome 75% and irritating 41% 38% 37% 35% Just about agreeable 38% 50% 32% Fairly pleasant and satisfactory 25% 45% 42% 40% 39% 36% 33% Extremely pleasant and delightful 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 651 24
  • 31. Website User Friendliness Study Chart 21: Perceived sense of security in usage (overall) JFM '08 1% 1% 2% 1% 1% 1% 100% 1% 1% 2% 3% 3% 4% Completely insecure 10% 16% 14% 16% 22% 21% Fairly insecure 75% 39% 36% 38% 31% 45% Not sure if I can trust 37% the website 50% Fairly secure 25% 47% 46% 45% 42% 38% 37% Absolutely secure 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 1,325 Chart 22: Brand preference creation (overall) JFM '08 0% 1% 2% 2% 100% 3% 4% Very unlikely to visit it 2% 2% 2% 2% 3% 5% 8% 1% 1 12% 12% 10% 14% Fairly unlikely to visit it 75% 29% 26% 27% 24% 34% 26% Not sure, may or may not visit it 50% Somewhat likely to visit it 60% 59% 58% 57% 54% 53% 25% Very likely to visit it 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 1,325 25
  • 32. Generic Portal Relative Importance of the Individual Criteria Table 10: Importance ranking of the key individual criteria (overall) Brands AOL Sify Yahoo Indiatimes Rediff MSN Overall Fastest to download 80% 70% 90% 62% 76% 79% 76% Simplest and most easy to understand 50% 39% 49% 54% 55% 41% 48% language Most responsive and prompt in customer 19% 27% 24% 38% 22% 26% 26% service and support Brand image in the market place 20% 35% 21% 30% 18% 21% 24% Provide the best help 28% 19% 20% 24% 24% 25% 23% Most neat looking design (aesthetics) 20% 29% 20% 13% 20% 24% 21% Best assures safety against frauds & 25% 20% 20% 16% 16% 18% 19% misuse of personal details & financial info Gives best assurance on privacy of info 15% 15% 22% 21% 21% 17% 19% provided Matches my personality and style the best 18% 15% 15% 10% 27% 19% 17% Most logical structure and flow of info. / 8% 21% 6% 8% 12% 20% 12% content Helps accomplish the task in least no. of 12% 9% 9% 17% 5% 8% 10% clicks Most consistent design, look & feel across 4% 1% 5% 7% 5% 3% 4% the page Base: 1,320 26
  • 33. Website User Friendliness Study Website User Friendliness Aggregate Scores - Website Users Only Table 11: User friendliness index (WUF) - website users only Brands WUF Index Relative Index Yahoo 3.7 100% Rediff 3.7 98% AOL 3.6 95% Indiatimes 3.2 86% Sify 3.2 86% MSN 2.9 78% Base: 707 Table 12: Friendly interface index (UFEX) - website users only Brands UFEX Index Relative Index Rediff 2.1 100% Yahoo 2.1 98% AOL 2.1 96% Sify 1.8 86% Indiatimes 1.8 85% MSN 1.6 77% Base: 707 Table 13: User friendly usage experience index (UZEX) - website users only Brands UZEX Index Relative Index Yahoo 1.6 100% Rediff 1.5 94% AOL 1.5 91% Indiatimes 1.4 86% Sify 1.4 83% MSN 1.3 77% Base: 707 27
  • 34. Generic Portal Website User Friendliness Sub Parameter Scores - Website Users Only Table 14: Accessibility index (website users only) Brands Accessibility Index Relative Index Rediff 1.2 100% Yahoo 1.1 99% AOL 1.1 95% Indiatimes 1.0 87% Sify 1.0 85% MSN 0.9 77% Base: 707 Table 15: Appeal index (website users only) Brands Appeal Index Relative Index Rediff 1.0 100% Yahoo 1.0 98% AOL 1.0 98% Sify 0.8 87% Indiatimes 0.8 84% MSN 0.8 77% Base: 707 28
  • 35. Website User Friendliness Study Table 16: Navigability index (website users only) Brands Navigability Index Relative Index Yahoo 0.7 100% AOL 0.6 84% Indiatimes 0.5 80% Rediff 0.5 77% Sify 0.5 75% MSN 0.5 69% Base: 707 Table 17: Usage satisfaction index (website users only) Brands Satisfaction Index Relative Index Rediff 1.0 100% Yahoo 1.0 95% AOL 0.9 91% Indiatimes 0.9 85% Sify 0.9 85% MSN 0.8 79% Base: 707 29
  • 36. Generic Portal Website User Friendliness Perceptual Map – Website Users Only .2 Usage Satisfaction MSN .1 Indiatimes Ease of Usage Rediff 0.0 Ease of Access Sify Yahoo -.1 Attribute Design Appeal -.2 AOL -.4 -.3 -.2 -.1 0.0 .1 .2 .3 .4 Brand 30
  • 37. Website User Friendliness Study Average Ratings on the Individual Parameters - Website Users Only Table 18: Summary table (website users only) Ratings (on a 5 point qualitative scale) AOL Sify Yahoo Indiatimes Rediff MSN Browser Compatibility 4.3 3.9 4.2 4.7 4.1 4.2 Download Time 4.3 3.9 4.2 4.7 4.1 4.2 Accessibility Index 1.1 1.0 1.1 1.0 1.2 0.9 Distinctive in identity (branding) 3.5 3.4 3.3 3.0 3.2 3.4 Presentation layout of the home page 3.5 3.4 3.3 3.0 3.2 3.4 Presentation layout of the task page 4.7 4.5 4.2 4.3 4.4 4.4 Aesthetics of text on the homepage 2.7 2.4 2.7 2.6 2.5 2.8 Aesthetics of graphics on the homepage 4.4 4.1 4.1 3.5 4.1 4.4 User identification with the site 3.8 3.8 4.1 3.8 4.0 3.8 Ease of comprehension 3.9 3.9 4.2 4.3 4.1 3.8 Relevance of content 3.9 4.2 4.4 4.3 4.0 4.3 Relative quality of content 4.1 3.9 4.4 4.0 4.2 4.5 Appeal Index 1.0 0.8 1.0 0.8 1.0 0.8 Ease of locating task info 4.5 4.4 4.3 4.1 4.0 4.5 Ease of conducting the task 4.1 4.2 4.0 4.2 4.0 4.1 Navigation flow between pages 4.0 4.4 3.9 4.2 4.0 4.4 Navigational cues and helps 2.7 2.9 3.2 2.7 2.8 3.0 Error recovery 4.4 4.6 3.9 4.4 4.2 4.4 Appropriateness of response to queries 4.6 4.4 4.8 4.6 4.8 4.8 Timeliness of response to queries 4.1 4.8 4.5 4.2 4.6 4.7 Satisfaction with query resolution 4.5 4.3 4.4 4.3 4.4 4.6 Navigability Index 0.6 0.5 0.7 0.5 0.5 0.5 Timeliness of task completion 4.3 3.7 3.6 3.7 4.2 3.9 Quality of the usage experience 3.8 4.2 4.1 4.1 4.1 4.1 Perceived sense of security during usage 4.0 4.1 4.2 4.3 4.2 4.3 Creation of brand preference 4.4 4.4 4.4 4.5 4.3 4.5 Satisfaction Index 0.9 0.9 1.0 0.9 1.0 0.8 UFEX Index 2.1 1.8 2.1 1.8 2.1 1.6 UZEX Index 1.5 1.4 1.6 1.4 1.5 1.3 WUF Index 3.6 3.2 3.7 3.2 3.7 2.9 Base: 707 31
  • 38. Generic Portal Rating Dispersions by Individual Attributes Chart 23: Download time (website users only) JFM '08 0% 0% 2% 2% 100% 0% 1% 5% 8% 7% 6% Extremely slow 5% 5% 9% 9% 15% 17% 19% 22% 10% 75% Fairly slow 26% 25% 21% 18% 39% Neither fast nor slow 50% 76% Reasonably fast 57% 54% 52% 52% 25% 37% Adequately fast 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 Chart 24: Distinctive in identity (website users only) JFM '08 Didn't notice the logo 100% 5% 6% 5% 8% at all'. 1% 1 10% 2% 8% 1% 1 5% 9% 7% 4% 3% 12% 4% I had to search for the 16% 16% logo 75% 26% 31% 25% 25% 21% I spotted it but only after a while 33% 50% It was prominent and I spotted it easily 56% 54% 52% 25% 50% 49% 35% It was the first thing that I noticed on the page 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 32
  • 39. Website User Friendliness Study Chart 25: Presentation of the home page (website users only) JFM '08 0% 0% 0% 4% 1% 3% 100% 0% Extremely haphazard 4% 3% 5% 0% 0% and badly presented 7% 8% 19% 14% 18% 23% Fairly disorganized and 75% ill presented 31% 53% 42% Just average in 37% 46% organization and 50% 48% presentation Fairly well organized and presented 58% 25% 40% 40% Extremely well 35% 34% organized and neatly 25% presented 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 Chart 26: Presentation of the task page (website users only) JFM '08 0% 0% 0% 0% 2% 3% 3% 100% Extremely untidy and 1% 2% 0% 5% 0% 2% 6% cluttered 15% 12% 12% 14% 32% Fairly untidy 35% 75% 29% 28% 34% 37% Averagely presented 50% Fairly well presented 67% 58% 56% 56% 25% 50% 45% Very well presented 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 33
  • 40. Generic Portal Chart 27: Aesthetics of text (website users only) JFM '08 100% 1% 0% 3% 1% 1 5% It has too little content 9% and looks empty 22% 21% 27% 21% 38% 75% 35% It has too much text and looks cluttered 50% 78% 77% 73% 70% 58% 53% It has just the right 25% amount of text and looks fine 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 Chart 28: Aesthetics of graphics (website users only) JFM '08 100% 4% 4% 10% 8% Neither engage me nor 13% 13% distract me 22% 8% 14% 12% 30% 75% 37% Too many 50% 72% 67% 62% 49% 54% Highly relevant and 25% 44% engaging 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 34
  • 41. Website User Friendliness Study Chart 29: User identification with the site (website users only) JFM '08 0% 0% Its just opposite of my 100% 4% 4% 5% 5% 7% style and personality 5% 0% 8% 8% 10% 15% 15% I find it difficult to 21% 36% 35% relate to it 75% 23% 42% I can live with it 29% 33% 50% 31% 28% 36% I can relate to it to some extent 25% 44% 39% It matches my style 34% 33% 30% and personality 24% completely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 Chart 30: Ease of comprehension (website users only) JFM '08 1% 1% 3% 100% 4% 0% 6% 3% Extremely difficult 5% 3% 13% 7% 7% 16% 10% 5% 27% 26% Quite difficult 75% 18% 34% 40% 37% Neither easy nor 18% 23% 32% 50% difficult Reasonably easy 25% 50% 46% 45% 45% 40% 35% Extremely easy 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 35
  • 42. Generic Portal Chart 31: Relevance of content (website users only) JFM '08 0% 0% 0% 100% 0% 0% 6% 1% 4% 8% Almost irrelevant 0% 12% 13% 0% 19% 15% 18% 14% 75% Low relevance 35% 27% 47% 39% 45% Averagely relevant 49% 50% Fairly relevant 53% 53% 25% 42% 40% 33% 28% Highly relevant 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 Chart 32: Relative quality of content (website users only) JFM '08 0% 0% 0% Significantly inferior 1% 2% 100% 4% 1% 1% 1% 5% than the other 3% 9% 6% 14% websites 10% 15% 27% Somewhat inferior 25% than the other 75% 32% websites 31% 42% Same as offered by 39% the other websites 39% 27% 50% Somewhat better than the other websites 57% 54% 25% 42% Significantly better 40% 39% 33% than the other websites 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 365 36
  • 43. Website User Friendliness Study Chart 33: Ease of locating task info (website users only) JFM '08 0% 0% 0% 2% 3% 100% 0% 0% Extremely difficult 5% 5% 3% 7% 13% 15% 10% 14% 14% 32% Fairly difficult 17% 22% 75% 21% 29% 31% Neither easy nor 23% difficult 50% Fairly easy 68% 65% 64% 52% 25% 45% 41% Very easy 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 Chart 34: Ease of conducting the task (website users only) JFM '08 0% 0% 0% 1% 2% 100% 3% 6% 1% 1 4% 10% 10% Faced lots of difficulty 3% 16% 14% 23% 27% 14% 24% 75% Faced some difficulty but was able to 1% 1 30% complete the task 27% 19% 26% 23% Neither easy nor 50% difficult Fairly easy with only 59% 53% some minor irritants 25% 49% 48% 46% 43% Extremely easy and hassle-free 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 37
  • 44. Generic Portal Chart 35: Navigation flow between pages (website users only) JFM '08 0% 1% 0% 2% 1% 100% 4% 7% 8% 5% 9% 2% Relevant page did not 8% 16% 6% 7% open at all 27% 9% 20% 75% 24% 39% Faced lot of problems 40% 24% 17% 19% Neither freely nor with 50% difficulty 66% More or less freely 52% 25% 49% 48% 47% 44% Completely freely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 Chart 36: Navigation cues and helps (website users only) JFM '08 100% 19% 24% Had very few relevant 27% 29% instructions 38% 38% 75% 7% 20% Had a fair bit of 14% relevant instructions 1% 7% 27% 50% 43% Almost did not have any relevant 39% 43% instructions 50% 53% 33% Had most of the 25% relevant instructions 3% 16% 10% 17% 8% 10% Had all the relevant 9% 2% 8% 4% instructions 0% 0% 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 38
  • 45. Website User Friendliness Study Chart 37: Error recovery (website users only) JFM '08 1% 1% 2% 4% 100% 5% Couldn't resolve and 1% 4% 4% 4% 7% 4% failed to complete the 6% 9% 8% 5% task 13% 7% 18% 7% 17% 13% Resolved with great 75% 24% difficulty 42% 38% Encountered but 50% resolved with website help instructions 74% 71% 70% 62% Encountered error but 25% resolved on my own 45% 37% Did not encounter any error at all 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 Chart 38: Appropriateness of the response (website users only) JFM '08 0% 0% 0% 0% 0% 1% 100% 0% 0% 2% 1% 2% 3% 0% 6% 1% There was no 3% 19% response at all 22% 25% 30% 33% 75% Received only auto- 14% reply, nothing thereafter They responded but 50% did not resolve the 90% query 79% 75% 67% 64% 63% Query was resolved only partially 25% Query was resolved completely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 154 39
  • 46. Generic Portal Chart 39: Timeliness of response (website users only) JFM '08 0% 1% 0% 0% 0% 1% 100% 0% 0% 1% 0% 0% 2% 0% 10% 15% 15% Did not receive any 17% 8% response at all 3% 32% 2% 75% 46% Fairly late 20% 54% Neither promptly nor 50% late 82% 81% 67% 60% More or less in time 52% 25% 31% Very promptly 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 154 Chart 40: Satisfaction with response (website users only) JFM '08 0% 0% 0% 1% 100% 0% 0% 2% 1% 6% 3% 8% 8% 0% 10% 2% Highly dissatisfied 2% 38% 34% 75% 42% 30% 46% Moderately 54% dissatisfied 50% Neither satisfied not dissatisfied 62% 58% 57% Moderately satisfied 53% 25% 46% 38% Highly satisfied 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 154 40
  • 47. Website User Friendliness Study Chart 41: Timeliness of task completion (website users only) JFM '08 1% 2% 2% 100% 0% 5% 5% 4% 4% 14% 16% Took significantly 14% 18% longer than expected 21% 24% 75% 26% 21% Took somewhat more 23% 9% time than expected 29% 17% Completed in as much 50% 21% 15% 30% time as expected 25% 65% Completed marginally faster than expected 25% 49% 40% 40% 32% 32% Completed a lot faster than expected 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 Chart 42: Quality of the usage experience (website users only) JFM '08 0% 1% 2% 1% 4% 100% 4% 0% 2% 0% 1% 2% 13% 7% Downright painful 25% 20% 16% 27% 75% 27% Fairly troublesome 42% and irritating 32% 39% 30% 40% 50% Just about agreeable 27% Fairly pleasant and 25% satisfactory 46% 45% 41% 38% 35% 33% Extremely pleasant and delightful 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 342 41
  • 48. Generic Portal Chart 43: Perceived sense of security in usage (website users only) JFM '08 1% 0% 1% 0% 1% 3% 100% 2% 1% 3% 2% 4% 4% Completely insecure 1% 1 14% 12% 21% 22% 25% 75% Fairly insecure 33% 41% 43% 32% 30% 30% 50% Not sure if I can trust the website Fairly secure 52% 25% 45% 44% 43% 40% 40% Absolutely secure 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 707 Chart 44: Brand preference creation (website users only) JFM '08 0% 1% 2% 3% 3% 100% 0% 2% 3% 4% 2% 9% 3% 9% 16% 10% 1% 1 9% Very unlikely to visit it 21% 31% 75% 24% 21% 26% 32% Fairly unlikely to visit it 50% Not sure, may or may not visit it 67% 61% 61% 60% 58% Somewhat likely to 54% 25% visit it Very likely to visit it 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 707 42
  • 49. Website User Friendliness Study Relative Importance of the Individual Criteria Table 19: Importance ranking of the key individual criteria (website users only) Brands AOL Sify Yahoo Indiatimes Rediff MSN Overall Fastest to download 82% 77% 95% 67% 77% 75% 79% Simplest and most easy to understand 53% 43% 42% 62% 61% 47% 51% language Most neat looking design (aesthetics) 18% 36% 22% 13% 15% 35% 22% Matches my personality and style the best 24% 22% 20% 9% 38% 17% 22% Brand image in the market place 27% 27% 29% 9% 14% 25% 22% Most responsive and prompt in customer 15% 21% 22% 30% 15% 26% 21% service and support Provide the best help 20% 14% 24% 17% 27% 15% 20% Best assures safety against frauds & 18% 20% 19% 21% 16% 22% 19% misuse of personal details & financial info Gives best assurance on privacy of info 19% 12% 15% 31% 15% 19% 18% provided Most logical structure and flow of info. / 9% 18% 3% 13% 11% 8% 10% content Helps accomplish the task in least no. of 9% 11% 6% 24% 4% 8% 10% clicks Most consistent design, look & feel across 7% 0% 4% 6% 7% 5% 5% the page Base: 707 43
  • 50. Generic Portal Website User Friendliness Aggregate Scores - Website Non Users Only Table 20: User friendliness index (WUF) - website non users only Brands WUF Index Relative Index Rediff 3.4 100% Indiatimes 3.3 98% Sify 3.2 94% Yahoo 3.1 93% AOL 2.7 79% MSN 2.5 73% Base: 618 Table 21: User friendly interface index (UFEX) - website non users only Brands UFEX Index Relative Index Rediff 1.9 100% Indiatimes 1.9 97% Sify 1.8 95% Yahoo 1.8 95% AOL 1.5 80% MSN 1.4 74% Base: 618 Table 22: User friendly usage experience index (UZEX) - website non users only Brands UZEX Index Relative Index Indiatimes 1.4 100% Rediff 1.4 99% Sify 1.3 93% Yahoo 1.3 90% AOL 1.1 77% MSN 1.0 71% Base: 618 44
  • 51. Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Website Non Users Only Table 23: Accessibility index (website non users only) Brands Accessibility Index Relative Index Rediff 1.1 100% Indiatimes 1.0 98% Yahoo 1.0 94% Sify 1.0 94% AOL 0.9 80% MSN 0.8 73% Base: 618 Table 24: Appeal index (website non users only) Brands Appeal Index Relative Index Rediff 0.9 100% Sify 0.8 96% Yahoo 0.8 96% Indiatimes 0.8 94% AOL 0.7 79% MSN 0.7 75% Base: 618 45
  • 52. Generic Portal Table 25: Navigability index (website non users only) Brands Navigability index Relative Index Rediff 0.5 100% Indiatimes 0.5 95% Yahoo 0.5 86% Sify 0.4 84% AOL 0.4 70% MSN 0.3 65% Base: 618 Table 26: Usage satisfaction index (website non users only) Brands Satisfaction Index Relative Index Indiatimes 0.9 100% Rediff 0.9 96% Sify 0.9 95% Yahoo 0.8 90% AOL 0.7 79% MSN 0.7 73% Base: 618 46
  • 53. Website User Friendliness Study Website User Friendliness Perceptual Map – Website Non Users Only .3 Indiatimes .2 Usage Satisfaction .1 AOL Sify 0.0 Ease of Usage Ease of Access MSN -.1 Rediff Attribute Yahoo Design Appeal -.2 -.3 -.2 -.1 -.0 .1 .2 Brand 47
  • 54. Generic Portal Average Ratings on the Individual Parameters - Website Non Users Only Table 27: Summary table - website non users only Ratings (on a 5 point qualitative scale) AOL Sify Yahoo Indiatimes Rediff MSN Browser Compatibility 5.0 5.0 5.0 5.0 5.0 5.0 Download Time 4.4 4.4 4.4 4.3 4.6 3.8 Accessibility Index 0.9 1.0 1.0 1.0 1.1 0.8 Distinctive in identity (branding) 3.5 3.2 3.0 3.3 3.3 3.1 Presentation layout of the home page 3.5 3.2 3.0 3.3 3.3 3.1 Presentation layout of the task page 4.3 4.4 4.4 4.0 4.4 4.3 Aesthetics of text on the homepage 2.8 2.5 2.7 2.7 2.6 2.6 Aesthetics of graphics on the homepage 4.1 4.2 3.7 4.1 4.2 4.0 User identification with the site 3.8 3.9 3.6 3.8 3.9 3.7 Ease of comprehension 4.0 4.0 4.0 4.0 4.1 3.9 Relevance of content 4.1 4.2 4.2 4.0 4.2 4.1 Relative quality of content 4.1 4.2 4.2 3.9 4.1 4.1 Appeal Index 0.7 0.8 0.8 0.8 0.9 0.7 Ease of locating task info 4.0 4.3 4.4 4.2 4.0 4.4 Ease of conducting the task 3.9 4.0 4.2 4.2 3.9 4.1 Navigation flow between pages 4.4 4.5 4.1 4.2 4.1 4.4 Navigational cues and helps 2.9 3.0 2.7 2.9 2.9 2.7 Error recovery 4.1 4.5 4.2 4.3 4.5 4.3 Appropriateness of response to queries 4.9 4.4 4.4 4.9 3.9 4.6 Timeliness of response to queries 4.7 3.8 3.7 4.7 4.2 4.6 Satisfaction with query resolution 4.4 4.5 3.8 4.6 4.4 4.3 Navigability Index 0.4 0.4 0.5 0.5 0.5 0.3 Timeliness of task completion 4.3 4.3 3.7 4.5 3.8 3.9 Quality of the usage experience 4.0 4.1 4.0 4.1 4.1 4.1 Perceived sense of security during usage 4.1 4.2 4.1 4.3 4.2 4.2 Creation of brand preference 4.3 4.4 4.2 4.4 4.2 4.2 Satisfaction Index 0.7 0.9 0.8 0.9 0.9 0.7 UFEX Index 1.5 1.8 1.8 1.9 1.9 1.4 UZEX Index 1.1 1.3 1.3 1.4 1.4 1.0 WUF Index 2.7 3.2 3.1 3.3 3.4 2.5 Base: 618 48
  • 55. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 45: Download time (website non users only) JFM '08 0% 0% 0% 0% 2% 100% 1% 1% 1% 1% 1% 0% 4% 1% 1 12% 14% 20% 19% Extremely slow 31% 21% 75% 29% 18% 31% Fairly slow 29% 50% Neither fast nor slow 39% 63% 61% 58% Reasonably fast 54% 25% 50% 28% Adequately fast 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 Chart 46: Distinctive in identity (website non users only) JFM '08 Didn't notice the logo 1% 100% at all'. 5% 3% 13% 15% 16% 6% 1% 1 21% 1% I had to search for the 1% 1 10% 10% logo 16% 16% 75% 12% 10% 10% 2% 26% I spotted it but only after a while 28% 21% 50% 32% 31% It was prominent and I spotted it easily 69% 52% 25% 45% 42% It was the first thing 33% 34% that I noticed on the page 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 49
  • 56. Generic Portal Chart 47: Presentation of the home page (website non users only) JFM '08 0% 0% 0% 1% 2% 3% 100% 0% 1% 0% 2% 7% Extremely haphazard 3% 16% 13% and badly presented 10% 20% 14% 26% 75% Fairly disorganized and ill presented 32% 35% 37% 44% 45% Just average in 42% 50% organization and presentation Fairly well organized 52% and presented 25% 49% 48% 36% 33% 31% Extremely well organized and neatly 0% presented AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 Chart 48: Presentation of the task page (website non users only) JFM '08 0% 0% 0% 1% 1% 2% Extremely untidy and 100% 0% 1% 0% 1% 4% 0% 4% cluttered 8% 20% 19% 19% 26% Fairly untidy 75% 43% 37% 23% 25% 26% Averagely presented 34% 50% Fairly well presented 57% 55% 54% 53% 51% 25% 35% Very well presented 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 50
  • 57. Website User Friendliness Study Chart 49: Aesthetics of text (website non users only) JFM '08 100% 1% 1% 4% 3% 5% 7% It has too little content and looks empty 16% 27% 16% 27% 41% 41% 75% It has too much text and looks cluttered 50% 80% 78% 72% 68% 58% 55% 25% It has just the right amount of text and looks fine 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 Chart 50: Aesthetics of graphics (website non users only) JFM '08 100% 3% 6% 7% 9% 10% 1% 1 Neither engage me nor distract me 1% 1 1% 1 13% 17% 29% 35% 75% Too many 50% 66% 56% 65% 60% 56% 46% 25% Highly relevant and engaging 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 51
  • 58. Generic Portal Chart 51: User identification with the site (website non users only) JFM '08 Its just opposite of my 0% 100% 4% 0% 8% style and personality 10% 13% 13% 21% 14% 9% 3% 9% I find it difficult to 1% 1 1% 1 relate to it 75% 15% 20% 14% 32% I can live with it 22% 38% 23% 51% 50% 42% 16% I can relate to it to some extent 25% 45% It matches my style 40% 36% 34% and personality 25% 23% completely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 Chart 52: Ease of comprehension (website non users only) JFM '08 0% 1% Extremely difficult 4% 100% 4% 0% 6% 7% 1% 3% 12% 15% 5% 15% 16% 24% Quite difficult 21% 17% 24% 75% Neither easy nor 41% 23% 24% 31% 44% difficult 50% 29% Reasonably easy 25% 45% 44% 41% 37% 35% 34% Extremely easy 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 52
  • 59. Website User Friendliness Study Chart 53: Relevance of content (website non users only) JFM '08 0% 0% 0% 3% 100% 0% 5% 0% 3% Almost irrelevant 1% 10% 4% 1% 1 19% 15% 26% 7% 18% 75% Low relevance 36% 40% 51% 40% 41% 54% 50% Averagely relevant Fairly relevant 25% 47% 41% 34% 34% 33% 27% Highly relevant 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 Chart 54: Relative quality of content (website non users only) JFM '08 0% Significantly inferior 1% 0% 1% 3% 100% 4% 1% than the other 4% 4% 1% 9% 8% websites 10% 22% 17% 17% 8% Somewhat inferior 24% than the other 75% websites 46% 34% 35% 44% Same as offered by 42% the other websites 50% 36% Somewhat better than the other websites 25% 44% 44% 40% 37% 36% 31% Significantly better than the other websites 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 311 53
  • 60. Generic Portal Chart 55: Ease of locating task info (website non users only) JFM '08 0% 1% 1% 1% 2% 100% Extremely difficult 2% 7% 0% 1% 3% 8% 4% 16% 10% 13% 31% 19% 22% Fairly difficult 75% 26% 31% 37% 17% 16% 28% Neither easy nor 50% difficult 59% 55% Fairly easy 51% 51% 25% 46% 44% Very easy 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 Chart 56: Ease of conducting the task info (website non users only) JFM '08 0% Faced lots of difficulty 0% 1% 1% 2% 3% 100% 1% 3% 4% 7% 10% 10% 17% 13% 19% Faced some difficulty 18% 20% 35% but was able to 75% complete the task 41% 46% Neither easy nor 34% 30% 29% difficult 19% 50% Fairly easy with only some minor irritants 25% 42% 42% 40% 40% 39% 37% Extremely easy and hassle-free 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 54
  • 61. Website User Friendliness Study Chart 57: Navigation flow between pages (website non users only) JFM '08 0% 0% 0% 0% Relevant page did not 2% 3% 100% 3% 2% 4% 4% open at all 5% 12% 6% 10% 7% 16% 5% 12% Faced lot of problems 35% 75% 17% 36% 46% 42% 32% Neither freely nor with 50% difficulty 63% More or less freely 59% 54% 25% 44% 40% 40% Completely freely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 Chart 58: Navigation cues and helps (website non users only) JFM '08 Had very few relevant 100% instructions 26% 26% 31% 31% 32% 33% Had a fair bit of 75% relevant instructions 5% 16% 6% 1% 1 14% 29% Almost did not have 50% any relevant 31% instructions 39% 45% 57% Had most of the 14% 51% relevant instructions 39% 25% 1% 1 6% 5% 20% Had all the relevant 7% 6% 7% instructions 2% 1% 1% 0% 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 55
  • 62. Generic Portal Chart 59: Error recovery (website non users only) JFM '08 Couldn't resolve and 1% 0% 1% 1% 2% 3% 100% 0% 0% failed to complete the 4% 4% 9% task 16% 6% 9% 18% 13% 6% Resolved with great 9% 29% 10% 75% difficulty 18% 38% 37% 15% Encountered but resolved with website 50% help instructions 71% Encountered error but 63% 60% 59% resolved on my own 50% 50% 25% Did not encounter any error at all 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 Chart 60: Appropriateness of the response (website non users only) JFM '08 0% 0% There was no 3% 6% 100% 0% 0% 0% 0% response at all 0% 0% 4% 2% 12% 9% 14% 1% 21% Received only auto- 0% 21% 26% 0% 75% reply, nothing 44% thereafter 20% They responded but did not resolve the 50% 91% query 86% 67% Query was resolved 64% 59% only partially 25% 49% Query was resolved completely 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 114 56
  • 63. Website User Friendliness Study Chart 61: Timeliness of response (website non users only) JFM '08 0% 0% 0% 0% 100% 0% 0% 12% 0% 0% 0% 0% Did not receive any 0% 12% response at all 0% 27% 28% 30% 17% 49% Fairly late 75% 35% 27% Neither promptly nor 50% 6% late 21% 72% 72% 70% More or less in time 25% 46% 46% 30% Very promptly 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 114 Chart 62: Satisfaction with response (website non users only) JFM '08 0% 0% 0% 0% 0% Highly dissatisfied 3% 100% 0% 0% 0% 0% 0% 0% 6% 15% 13% 21% 41% Moderately 75% dissatisfied 53% 1% 44% 30% 43% Neither satisfied not 39% dissatisfied 50% Moderately satisfied 59% 55% 25% 50% 47% 44% 36% Highly satisfied 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 114 57
  • 64. Generic Portal Chart 63: Timeliness of task completion (website non users only) JFM '08 0% 1% 1% 2% Took significantly 100% 4% 4% 9% 7% 7% longer than expected 14% 9% 23% 15% 22% 16% 10% Took somewhat more 75% 12% time than expected 9% 27% 17% 18% 19% Completed in as much 8% 1% 1 50% time as expected 74% 64% Completed marginally 55% faster than expected 25% 49% 48% 47% Completed a lot faster than expected 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 Chart 64: Quality of usage experience (website non users only) JFM '08 0% 1% 1% 2% 1% 100% 0% Downright painful 0% 4% 13% 12% 10% 21% 25% 20% 4% 5% 14% Fairly troublesome 75% and irritating 38% 39% 40% 36% 41% 42% Just about agreeable 50% Fairly pleasant and 25% satisfactory 45% 44% 37% 38% 34% 33% Extremely pleasant and delightful 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 309 58
  • 65. Website User Friendliness Study Chart 65: Perceived sense of security in usage (website non users only) JFM '08 0% 1% 0% 1% 1% 2% Completely insecure 100% 0% 1% 2% 1% 1% 5% 12% 19% 17% 9% 18% 19% Fairly insecure 75% 36% 33% 46% 41% 47% 47% Not sure if I can trust the website 50% Fairly secure 25% 50% 47% 40% 39% 34% 34% Absolutely secure 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 618 Chart 66: Brand preference creation (website non users only) JFM '08 0% 1% 2% 4% 4% 100% 5% 3% 0% Very unlikely to visit it 3% 0% 3% 7% 7% 8% 14% 15% 1% 1 19% Fairly unlikely to visit it 75% 30% 36% 27% 23% 19% 36% Not sure, may or may not visit it 50% Somewhat likely to visit it 58% 56% 55% 55% 54% 25% 46% Very likely to visit it 0% AOL Sify Yahoo Indiatimes Rediff MSN Base: 618 59
  • 66. Generic Portal Relative Importance of the Individual Criteria Table 28: Importance ranking of the key individual criteria (website non users only) Brands AOL Sify Yahoo Indiatimes Rediff MSN Overall Fastest to download 77% 62% 83% 58% 74% 84% 72% Simplest and most easy to 46% 35% 57% 46% 49% 35% 45% understand language Most responsive and prompt in 24% 33% 27% 47% 29% 25% 31% customer service and support Provide the best help 39% 25% 16% 30% 20% 37% 27% Brand image in the market place 11% 43% 12% 49% 23% 17% 27% Most neat looking design 24% 21% 18% 14% 26% 12% 19% (aesthetics) Gives best assurance on privacy of 9% 19% 29% 13% 28% 14% 19% info provided Best assures safety against frauds & misuse of personal details & 35% 20% 20% 11% 16% 12% 19% financial info Most logical structure and flow of 7% 24% 9% 4% 14% 34% 15% info. / content Matches my personality and style 11% 9% 10% 11% 13% 21% 12% the best Helps accomplish the task in least 18% 7% 12% 11% 6% 7% 10% no. of clicks Most consistent design, look & feel 1% 2% 7% 8% 3% 2% 4% across Base: 613 60
  • 67. Website User Friendliness Study Respondent Profile 61
  • 68. Generic Portal Demographic Profile Chart 67: Gender JFM '08 Male Female 100% 83% 80% 60% 40% 17% 20% 0% Overall Base: 1,325 Chart 68: Age group Age 13-18 years Age 19-24 years Age 25-35 years JFM '08 Age 36-45 years Above Age 45 years 60% 43% 40% 19% 24% 20% 8% 6% 0% Overall Base: 1,325 62
  • 69. Website User Friendliness Study Chart 69: City class - by population size Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs JFM '08 44% 40% 27% 17% 20% 12% 0% Overall Base: 1,325 Chart 70: City class - by market size Metro Urban uptowns Emerging Towns Others JFM '08 50% 37% 40% 30% 20% 8% 10% 4% 0% Overall Base: 1,325 63
  • 70. Generic Portal Table 29: Top 10 cities Cities All -Online Travel Mumbai 7% Bangalore 7% Delhi 6% Hyderabad 6% Chennai 5% Kolkata 3% Secunderabad 3% Pune 2% Thane 1% Visakhapatnam 1% Base: 1,325 Chart 71: Region-wise break-ups North East South West JFM '08 50% 40% 40% 26% 30% 23% 20% 11% 10% 0% Overall Base: 1,325 64
  • 71. Website User Friendliness Study Native language of respondents Table 30: Preferred language of speaking - top 10 languages Languages All -Online Travel English 52% Hindi 21% Telugu 6% Tamil 4% Gujarati 4% Marathi 0.8% Kannada 4% Malayalam 2% Bengali 2% Urdu 0.9% Base: 1,325 65
  • 72. Generic Portal Socio Economic Profile Chart 72: Socio economic classification SEC-A SEC-B SEC-C SEC-D SEC-E JFM '08 40% 33% 30% 25% 23% 20% 13% 7% 10% 0% Overall Base: 1,325 Chart 73: Highest education level Up to SSC/HSC College but not Graduate JFM '08 Graduate & above-general stream Graduate & above-professional 40% 29% 30% 30% 25% 20% 10% 10% 0% Overall Base: 1,325 66
  • 73. Website User Friendliness Study Chart 74: Current occupation Jr level salaried emp Sr level salaried emp Self Employed JFM '08 Businessmen Student Housewife Others 40% 30% 20% 15% 13% 9% 7% 10% 3% 3% 0% Overall Base: 1,325 67
  • 74. Generic Portal Economic Profile Chart 75: Monthly family income JFM '08 Upto Rs. 10K 10-30K 30-50K Above 50K 50% 50% 40% 32% 30% 20% 11% 10% 7% 0% Overall Base: 1,325 Chart 76: Most expensive vehicle owned by the household JFM '08 2 Wheeler 4 Wheeler Others Don't own a vehicle 50% 41% 40% 30% 25% 20% 20% 15% 10% 0% Overall Base: 1,160 68
  • 75. Website User Friendliness Study Chart 77: Ownership of credit cards (individually) JFM '08 Don't own a credit card Own a Credit Card 60% 40% 15% 20% 0% Overall Base: 1,325 69
  • 76. Generic Portal Net Usage Dynamics Chart 78: Experience in internet usage Upto 1 year 1-2 years JFM '08 2-5 years Above 5 years 60% 38% 40% 25% 21% 17% 20% 0% Overall Base: 1,325 Chart 79: Place of internet access (multiple) JFM '08 Home Place of work Cyber Cafe In-transit 80% 57% 60% 38% 38% 40% 20% 3% 0% Overall Base: 1,325 70
  • 77. Website User Friendliness Study WUF Index Ranking of Websites by User Segments 71
  • 78. Table 1: By gender breakup (overall) Male Female Indiatimes Rediff Yahoo Yahoo Rediff MSN Sify Sify AOL AOL MSN Indiatimes Table 2: By gender breakup (website users only) Male Female AOL Rediff Rediff Yahoo Yahoo Sify Indiatimes MSN Sify Indiatimes MSN AOL Table 3: By gender breakup (website non-users only) Male Female Indiatimes Rediff Sify Yahoo Yahoo AOL Rediff MSN AOL Sify MSN Indiatimes 72
  • 79. Table 4: By age group (overall) 13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years Rediff Rediff Indiatimes AOL MSN Indiatimes Yahoo Yahoo Yahoo Sify AOL AOL AOL Sify Sify Rediff Indiatimes MSN MSN AOL AOL Yahoo Rediff Rediff Sify Indiatimes MSN Indiatimes Sify Sify Indiatimes MSN Rediff MSN Yahoo Yahoo Table 5: By age group (website users only) 13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years Rediff Yahoo Indiatimes AOL MSN Indiatimes AOL Rediff Sify Sify Rediff AOL Yahoo AOL AOL MSN Indiatimes Sify MSN Sify Rediff Yahoo AOL MSN Indiatimes Indiatimes MSN Rediff Sify Rediff Sify MSN Yahoo Indiatimes Yahoo Yahoo Table 6: By age group (website non-users only) 13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years Yahoo Sify Indiatimes Indiatimes MSN Indiatimes Rediff Rediff Yahoo Rediff AOL Rediff Sify Indiatimes MSN Sify Indiatimes MSN MSN AOL AOL AOL Rediff AOL AOL MSN Sify Yahoo Sify Sify Indiatimes Yahoo Rediff MSN Yahoo Yahoo 73
  • 80. Table 7: By socio economic classification (overall) SEC-A SEC-B SEC-C SEC-D SEC-E Rediff AOL Rediff Yahoo Indiatimes Sify Yahoo Yahoo Sify AOL MSN Sify Indiatimes Rediff Rediff Indiatimes Rediff MSN Indiatimes Sify AOL Indiatimes Sify MSN MSN Yahoo MSN AOL AOL Yahoo Table 8: By socio economic classification (website users only) SEC-A SEC-B SEC-C SEC-D SEC-E Indiatimes AOL Rediff Sify AOL Rediff Yahoo Yahoo Yahoo Indiatimes MSN Sify Sify Rediff Rediff Sify MSN MSN Indiatimes Sify AOL Rediff Indiatimes MSN MSN Yahoo Indiatimes AOL AOL Yahoo Table 9: By socio economic classification (website non-users only) SEC-A SEC-B SEC-C SEC-D SEC-E Rediff Sify Rediff Yahoo Indiatimes Sify AOL Indiatimes Sify Rediff AOL Yahoo Yahoo Rediff Sify MSN Indiatimes AOL MSN MSN Yahoo Rediff MSN Indiatimes AOL Indiatimes MSN Sify AOL Yahoo 74
  • 81. Table 10: By vehicle ownership (overall) Two Wheeler 4 Wheeler Don't Own Any Yahoo Sify Rediff Rediff Rediff Indiatimes AOL AOL Yahoo Sify Indiatimes AOL Indiatimes Yahoo MSN MSN MSN Sify Table 11: By vehicle ownership (website users only) Two Wheeler 4 Wheeler Don't Own Any Yahoo Indiatimes Rediff Rediff Sify AOL AOL AOL Sify Sify Rediff MSN Indiatimes Yahoo Yahoo MSN MSN Indiatimes Table 12: By vehicle ownership (website non-users only) Two Wheeler 4 Wheeler Don't Own Any Indiatimes Sify Indiatimes Sify Rediff Rediff AOL AOL Yahoo Rediff Yahoo MSN Yahoo Indiatimes AOL MSN MSN Sify 75
  • 82. Table 13: By region (overall) North East South West Indiatimes Rediff Yahoo Rediff AOL Sify MSN Indiatimes Yahoo Indiatimes Sify AOL Sify AOL Rediff MSN Rediff Yahoo AOL Sify MSN MSN Indiatimes Yahoo Table 14: By region (website users only) North East South West AOL Sify Yahoo Rediff Yahoo Rediff Sify MSN Rediff Indiatimes AOL AOL Indiatimes AOL Indiatimes Sify MSN Yahoo Rediff Indiatimes Sify MSN MSN Yahoo Table 15: By region (website non-users only) North East South West Sify Rediff MSN Indiatimes Indiatimes Sify Yahoo Rediff Yahoo Indiatimes Rediff AOL Rediff Yahoo AOL Sify AOL AOL Indiatimes Yahoo MSN MSN Sify MSN 76
  • 83. Table 16: By monthly household income (overall) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs AOL Rediff Sify Yahoo Rediff Indiatimes AOL Rediff Yahoo Sify Yahoo Indiatimes Sify Yahoo Indiatimes MSN Indiatimes MSN Rediff Sify MSN AOL MSN AOL Table 17: By monthly household income (website users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Rediff Yahoo Sify Indiatimes AOL Rediff AOL Yahoo Yahoo Sify Indiatimes Sify MSN Indiatimes Yahoo MSN Indiatimes AOL Rediff AOL Sify MSN MSN Rediff Table 18: By monthly household income (website non-users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Sify Rediff Yahoo Rediff Indiatimes Indiatimes Sify Yahoo Yahoo AOL AOL Indiatimes AOL Sify Indiatimes MSN Rediff Yahoo Rediff AOL MSN MSN MSN Sify 77
  • 84. Sample Sizes 78
  • 85. Table 19: Sample sizes by websites Captured Data Usable Data User Non User Overall User Non User Overall Total Sample Base 735 686 1,421 707 618 1,325 AOL 105 107 212 102 96 198 Sify 116 113 229 113 101 214 Yahoo 127 110 237 125 94 219 Indiatimes 132 109 241 123 96 219 Rediff 129 131 260 125 125 250 MSN 126 116 242 119 106 225 Note- The sample sizes of various websites were equalized while calculating their website user friendliness index 79
  • 86. Index: Charts Chart 1: Download time (overall) ....................................................... 15 Chart 2: Distinctive in identity (overall) ............................................... 15 Chart 3: Presentation of the home page (overall).................................... 16 Chart 4: Presentation of the task page (overall) ..................................... 16 Chart 5: Aesthetics of text (overall) .................................................... 17 Chart 6: Aesthetics of graphics (overall) ............................................... 17 Chart 7: User identification with the site (overall) .................................. 18 Chart 8: Ease of comprehension (overall).............................................. 18 Chart 9: Relevance of content (overall)................................................ 19 Chart 10: Relative quality of content (overall) ....................................... 19 Chart 11: Ease of locating task info (overall) ......................................... 20 Chart 12: Ease of conducting the task info (overall)................................. 20 Chart 13: Navigation flow between pages (overall) .................................. 21 Chart 14: Navigation cues and helps (overall) ........................................ 21 Chart 15: Error recovery (overall) ....................................................... 22 Chart 16: Appropriateness of the response (overall)................................. 22 Chart 17: Timeliness of response (overall) ............................................ 23 Chart 18: Satisfaction with response (overall) ........................................ 23 Chart 19: Timeliness of task completion (overall) ................................... 24 Chart 20: Quality of usage experience (overall) ...................................... 24 Chart 21: Perceived sense of security in usage (overall)............................ 25 Chart 22: Brand preference creation (overall) ........................................ 25 Chart 23: Download time (website users only)........................................ 32 Chart 24: Distinctive in identity (website users only) ............................... 32 Chart 25: Presentation of the home page (website users only) .................... 33 Chart 26: Presentation of the task page (website users only)...................... 33 Chart 27: Aesthetics of text (website users only) .................................... 34 Chart 28: Aesthetics of graphics (website users only) ............................... 34 Chart 29: User identification with the site (website users only) .................. 35 Chart 30: Ease of comprehension (website users only).............................. 35 Chart 31: Relevance of content (website users only) ................................ 36 Chart 32: Relative quality of content (website users only) ......................... 36 Chart 33: Ease of locating task info (website users only) ........................... 37 Chart 34: Ease of conducting the task (website users only) ........................ 37 Chart 35: Navigation flow between pages (website users only) ................... 38 Chart 36: Navigation cues and helps (website users only) .......................... 38 Chart 37: Error recovery (website users only) ........................................ 39 Chart 38: Appropriateness of the response (website users only) .................. 39 Chart 39: Timeliness of response (website users only) .............................. 40 Chart 40: Satisfaction with response (website users only).......................... 40 Chart 41: Timeliness of task completion (website users only) ..................... 41 Chart 42: Quality of the usage experience (website users only)................... 41 Chart 43: Perceived sense of security in usage (website users only) ............. 42 Chart 44: Brand preference creation (website users only) ......................... 42 Chart 45: Download time (website non users only) .................................. 49 Chart 46: Distinctive in identity (website non users only) .......................... 49 Chart 47: Presentation of the home page (website non users only) .............. 50 Chart 48: Presentation of the task page (website non users only) ................ 50 Chart 49: Aesthetics of text (website non users only) ............................... 51 Chart 50: Aesthetics of graphics (website non users only).......................... 51 Chart 51: User identification with the site (website non users only) ............. 52 Chart 52: Ease of comprehension (website non users only) ........................ 52 Chart 53: Relevance of content (website non users only) .......................... 53 Chart 54: Relative quality of content (website non users only).................... 53 Chart 55: Ease of locating task info (website non users only)...................... 54 Chart 56: Ease of conducting the task info (website non users only) ............. 54 Chart 57: Navigation flow between pages (website non users only) .............. 55 Chart 58: Navigation cues and helps (website non users only)..................... 55 Chart 59: Error recovery (website non users only) ................................... 56 80
  • 87. Chart 60: Appropriateness of the response (website non users only) ............. 56 Chart 61: Timeliness of response (website non users only)......................... 57 Chart 62: Satisfaction with response (website non users only) .................... 57 Chart 63: Timeliness of task completion (website non users only) ................ 58 Chart 64: Quality of usage experience (website non users only) .................. 58 Chart 65: Perceived sense of security in usage (website non users only) ........ 59 Chart 66: Brand preference creation (website non users only) .................... 59 Chart 67: Gender ........................................................................... 62 Chart 68: Age group........................................................................ 62 Chart 69: City class - by population size ............................................... 63 Chart 70: City class - by market size.................................................... 63 Chart 71: Region-wise break-ups ........................................................ 64 Chart 72: Socio economic classification................................................ 66 Chart 73: Highest education level ....................................................... 66 Chart 74: Current occupation ............................................................ 67 Chart 75: Monthly family income ........................................................ 68 Chart 76: Most expensive vehicle owned by the household ........................ 68 Chart 77: Ownership of credit cards (individually) ................................... 69 Chart 78: Experience in internet usage ................................................ 70 Chart 79: Place of internet access (multiple) ......................................... 70 81
  • 88. Index: Tables Table 1: Sample size by websites ........................................................ 6 Table 2: Website user friendliness index (WUF) - overall ........................... 10 Table 3: Friendly interface index (UFEX) - overall ................................... 10 Table 4: User friendly usage experience index (UZEX) - overall ................... 10 Table 5: Accessibility index (overall) ................................................... 11 Table 6: Appeal index (overall) .......................................................... 11 Table 7: Navigability index (overall).................................................... 12 Table 8: Usage satisfaction index (overall) ............................................ 12 Table 9: Summary table - overall........................................................ 14 Table 10: Importance ranking of the key individual criteria (overall) ............ 26 Table 11: User friendliness index (WUF) - website users only...................... 27 Table 12: Friendly interface index (UFEX) - website users only ................... 27 Table 13: User friendly usage experience index (UZEX) - website users only ... 27 Table 14: Accessibility index (website users only) ................................... 28 Table 15: Appeal index (website users only) .......................................... 28 Table 16: Navigability index (website users only) .................................... 29 Table 17: Usage satisfaction index (website users only) ............................ 29 Table 18: Summary table (website users only)........................................ 31 Table 19: Importance ranking of the key individual criteria (website users only) ................................................................................................. 43 Table 20: User friendliness index (WUF) - website non users only ................ 44 Table 21: User friendly interface index (UFEX) - website non users only ........ 44 Table 22: User friendly usage experience index (UZEX) - website non users only ................................................................................................. 44 Table 23: Accessibility index (website non users only) .............................. 45 Table 24: Appeal index (website non users only)..................................... 45 Table 25: Navigability index (website non users only)............................... 46 Table 26: Usage satisfaction index (website non users only)....................... 46 Table 27: Summary table - website non users only .................................. 48 Table 28: Importance ranking of the key individual criteria (website non users only) .......................................................................................... 60 Table 29: Top 10 cities .................................................................... 64 Table 30: Preferred language of speaking - top 10 languages...................... 65 82
  • 89. Index: Segment Wise Tables Table 1: By gender breakup (overall)................................................... 72 Table 2: By gender breakup (website users only) .................................... 72 Table 3: By gender breakup (website non-users only) ............................... 72 Table 4: By age group (overall) .......................................................... 73 Table 5: By age group (website users only)............................................ 73 Table 6: By age group (website non-users only) ...................................... 73 Table 7: By socio economic classification (overall) .................................. 74 Table 8: By socio economic classification (website users only) .................... 74 Table 9: By socio economic classification (website non-users only) .............. 74 Table 10: By vehicle ownership (overall) .............................................. 75 Table 11: By vehicle ownership (website users only) ................................ 75 Table 12: By vehicle ownership (website non-users only) .......................... 75 Table 13: By region (overall) ............................................................. 76 Table 14: By region (website users only)............................................... 76 Table 15: By region (website non-users only) ......................................... 76 Table 16: By monthly household income (overall) ................................... 77 Table 17: By monthly household income (website users only) ..................... 77 Table 18: By monthly household income (website non-users only)................ 77 Table 19: Sample sizes by websites ..................................................... 79 83
  • 90. 84
  • 91. 85