Search

Website User Friendliness Q1 Financial Info Report

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    Favorites, Groups & Events

    Website User Friendliness Q1 Financial Info Report - Presentation Transcript

    1. Website User Friendliness Study
    2. Financial Info Website User Friendliness Study Financial Info Report Jan-Mar ‘08
    3. Website User Friendliness Study © copyright JuxtConsult
    4. Financial Info
    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 .................. 13 Average Ratings on the Individual Parameters - Overall .................. 14 Rating Dispersions by Individual Attributes .................................. 15 Relative Importance of the Individual Criteria.............................. 27 Website User Friendliness Aggregate Scores - Website Users Only ...... 28 Website User Friendliness Sub Parameter Scores - Website Users Only 29 Website User Friendliness Perceptual Map – Website Users Only ........ 31 Average Ratings on the Individual Parameters - Website Users Only ... 31 Average Ratings on the Individual Parameters - Website Users Only ... 32 Rating Dispersions by Individual Attributes .................................. 33 Relative Importance of the Individual Criteria.............................. 44 Website User Friendliness Aggregate Scores - Website Non Users Only 45 Website User Friendliness Sub Parameter Scores - Website Non Users Only ................................................................................. 46 Website User Friendliness Perceptual Map – Website Non Users Only .. 48 Average Ratings on the Individual Parameters - Website Non Users Only ....................................................................................... 48 Average Ratings on the Individual Parameters - Website Non Users Only ....................................................................................... 49 Rating Dispersions by Individual Attributes .................................. 50 Relative Importance of the Individual Criteria.............................. 61 Demographic Profile ............................................................. 63 Socio Economic Profile .......................................................... 67 Economic Profile.................................................................. 69 Net Usage Dynamics.............................................................. 71 WUF Index Ranking of Websites by User Segments......................... 72 Sample Sizes....................................................................... 79
    6. Financial Info
    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. Financial Info 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 ‘seventh’ critical aspect of measuring user friendliness of the ‘e- commerce’ websites. 2
    9. Website User Friendliness Study 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. Financial Info © 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. However, because of a break up of ‘live’ usage between the ‘only homepage surfing’ and ‘only an assigned task completion’, each 1 The tasks that the respondents of the Online Financial Info category were asked to perform were – 1) check for a specific stock quote of your choice, 2) check for a mutual fund NAV of your choice, and 3) check for the latest IPO. 5
    12. Financial Info 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 Moneycontrol Home page 60 60 120 Task 60 60 120 ICICI Direct Home page 60 60 120 Task 60 60 120 Sharekhan Home page 60 60 120 Task 60 60 120 Religare Home page 60 60 120 Task 60 60 120 Myiris Home page 60 60 120 Task 60 60 120 Total Category 600 600 1,200 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 the ‘users’). This parameter was customer responsiveness (measured as timeliness and appropriates of response to any query they may have 6
    13. Website User Friendliness Study 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 1,457 unduplicated and clean responses were collected from the online survey for the 5 websites being tested under the Online Financial Info 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 1,256 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 23 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. Financial Info Category Websites Tested My Iris (www.myiris.com) Religare Online (www.religareonline.com) Sharekhan (www.sharekhan.com) ICICIDirect (www.icicidirect.com) Moneycontrol (www.moneycontrol.com) 8
    15. Website User Friendliness Study Findings 9
    16. Financial Info Website User Friendliness Aggregate Scores - Overall Table 2: Website user friendliness index (WUF) - overall Brands WUF Index Relative Index Religare 8.6 100% Moneycontrol 7.8 90% Sharekhan 7.2 83% Icicidirect 6.4 74% Myiris 6.1 70% Base: 1,256 Table 3: Friendly interface index (UFEX) - overall Brands UFEX Index Relative Index Religare 4.9 100% Moneycontrol 4.4 91% Sharekhan 4.2 85% Icicidirect 3.6 74% Myiris 3.5 71% Base: 1,256 Table 4: User friendly usage experience index (UZEX) - overall Brands UZEX Index Relative Index Religare 3.8 100% Moneycontrol 3.4 89% Sharekhan 3.0 81% Icicidirect 2.8 74% Myiris 2.6 69% Base: 1,256 10
    17. Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Overall Table 5: Accessibility index (overall) Brands Accessibility Index Relative Index Religare 2.6 100% Moneycontrol 2.5 94% Sharekhan 2.3 87% Icicidirect 2.0 75% Myiris 1.9 73% Base: 1,256 Table 6: Appeal index (overall) Brands Appeal Index Relative Index Religare 2.3 100% Moneycontrol 2.0 87% Sharekhan 1.9 83% Icicidirect 1.7 73% Myiris 1.6 69% Base: 1,256 11
    18. Financial Info Table 7: Navigability index (overall) Navigability Brands Relative Index Index Religare 1.5 100% Moneycontrol 1.3 88% Sharekhan 1.1 73% Icicidirect 1.0 71% Myiris 0.9 62% Base: 1,256 Table 8: Usage satisfaction index (overall) Brands Satisfaction Index Relative Index Religare 2.3 100% Moneycontrol 2.1 90% Sharekhan 2.0 86% Icicidirect 1.7 75% Myiris 1.7 73% Base: 1,256 12
    19. Website User Friendliness Study Website User Friendliness Perceptual Map – Overall .2 Moneycontrol Ease of Access .1 Ease of Usage 0.0 Myiris Sharekhan Icicidirect Usage Satisfaction -.1 Religare Design Appeal Attribute -.2 -.3 -.2 -.1 -.0 .1 .2 .3 Brand 13
    20. Financial Info Average Ratings on the Individual Parameters - Overall Table 9: Summary table – overall Ratings (on a 5 point qualitative scale) Myiris Religare Sharekhan Icicidirect Moneycontrol Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.4 4.4 4.3 4.5 4.5 Accessibility Index 1.9 2.6 2.3 2.0 2.5 Distinctive in identity (branding) 3.4 3.2 3.4 3.8 3.3 Presentation layout of the home page 3.4 3.2 3.4 3.8 3.3 Presentation layout of the task page 4.2 4.4 4.4 4.4 4.1 Aesthetics of text on the homepage 2.6 2.9 2.7 2.7 2.7 Aesthetics of graphics on the homepage 3.4 3.4 2.7 3.1 3.1 User identification with the site 2.2 1.7 2.1 2.0 2.4 Ease of comprehension 4.3 4.0 4.0 4.4 4.1 Relevance of content 4.4 4.6 4.0 4.1 4.1 Relative quality of content 4.2 4.2 4.2 4.2 4.2 Appeal Index 1.6 2.3 1.9 1.7 2.0 Ease of locating task info 4.5 4.2 4.3 4.4 3.9 Ease of conducting the task 4.2 4.5 4.1 4.1 4.3 Navigation flow between pages 4.5 4.2 4.3 4.4 4.2 Navigational cues and helps 2.5 2.6 2.7 3.0 2.9 Error recovery 4.5 4.3 4.4 4.2 4.5 Appropriateness of response to queries 4.6 4.3 4.3 4.6 4.5 Timeliness of response to queries 4.6 4.2 4.2 4.6 4.6 Satisfaction with query resolution 4.4 4.0 4.2 4.5 4.4 Navigability Index 0.9 1.5 1.1 1.0 1.3 Timeliness of task completion 4.2 4.3 4.1 4.0 3.9 Quality of the usage experience 4.1 4.2 4.1 4.2 4.1 Perceived sense of security during 4.0 4.1 4.1 4.3 4.1 usage Creation of brand preference 4.5 4.4 4.4 4.5 4.2 Satisfaction Index 1.7 2.3 2.0 1.7 2.1 UFEX Index 3.5 4.9 4.2 3.6 4.4 UZEX Index 2.6 3.8 3.0 2.8 3.4 WUF Index 6.1 8.6 7.2 6.4 7.8 Base: 1,256 14
    21. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 1: Download time (overall) JFM '08 0% 0% 0% 1% 1% 100% 0% 0% 2% 1% 0% 2% Extremely 7% 10% 14% slow 23% 25% 75% 20% 47% Fairly slow 45% 18% 50% Neither fast nor slow 65% 64% 58% 25% 49% 47% Reasonably fast 0% Adequately fast Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 Chart 2: Distinctive in identity (overall) JFM '08 Didn't notice the 0% 1% 100% 0% 6% logo at all'. 7% 7% 7% 1% 0% 1% 16% 3% 8% 12% 21% 14% I had to search for 75% the logo 27% 26% 31% 45% I spotted it but only after a while 50% 73% It was prominent and 59% 58% I spotted it easily 25% 44% 35% It was the first thing that I noticed on the 0% page Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 15
    22. Financial Info Chart 3: Presentation of the home page (overall) JFM '08 0% 0% 0% 0% 1% 1% Extremely haphazard 100% 1% 1% 2% 3% and badly presented 10% 17% 14% 25% 31% Fairly disorganized and 75% ill presented 32% 19% 47% Just average in 37% organization and 50% presentation 49% Fairly well organized and presented 64% 58% 25% 36% 35% Extremely well organized and neatly 19% presented 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 Chart 4: Presentation of the task page (overall) JFM '08 0% Extremely untidy and 1% 1% 3% 100% 2% 0% 6% 1% 1% cluttered 10% 1% 14% 19% 16% 17% Fairly untidy 75% 25% 18% 37% 32% 30% Averagely presented 50% Fairly well presented 63% 60% 52% 25% 47% 46% Very well presented 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 16
    23. Website User Friendliness Study Chart 5: Aesthetics of text (overall) JFM '08 100% 3% 10% 3% 4% 12% It has too little content and looks empty 29% 15% 29% 17% 43% 75% It has too much text and looks cluttered 50% 75% 71% 69% 68% 54% 25% It has just the right amount of text and looks fine 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 Chart 6: Aesthetics of graphics (overall) JFM '08 100% Too few 4% 6% 8% 9% 10% 21% 12% 32% 75% 32% 24% Too many 50% 60% 64% 57% Highly 46% 37% 25% relevant and engaging 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 633 17
    24. Financial Info Chart 7: User identification with the site (overall) JFM '08 100% Its just opposite of my style and personality 16% 32% 37% 39% I find it difficult to 50% 75% relate to it I can live with it 56% 18% 33% 50% 29% I can relate to it to some extent 32% 19% 25% 20% It matches my style 30% 15% 25% and personality 13% 9% completely 5% 3% 9% 3% 6% 1% 0% 0% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 Chart 8: Ease of comprehension (overall) JFM '08 2% 2% 2% 100% 5% 0% 8% 1% Extremely difficult 7% 2% 13% 3% 14% 20% 12% 24% Quite difficult 75% 23% 30% 35% 20% Neither easy nor 39% 50% difficult Reasonably easy 62% 53% 25% 48% 42% 35% Extremely easy 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 18
    25. Website User Friendliness Study Chart 9: Relevance of content (overall) JFM '08 0% 1% 2% 100% 6% 6% 4% 1% 1% 2% Almost irrelevant 0% 7% 2% 5% 10% 22% 23% 75% Low relevance 37% 54% 43% 39% Averagely relevant 50% 71% Fairly relevant 54% 25% 39% 35% 35% Highly relevant 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 Chart 10: Relative quality of content (overall) JFM '08 0% 0% 1% 2% 100% 6% 2% Significantly inferior 1% 7% 3% 0% than the other 17% 8% websites 22% 16% 17% Somewhat inferior 75% than the other websites 36% 29% 25% 31% 45% Same as offered by the other websites 50% Somewhat better than the other websites 51% 25% 50% 49% 46% 37% Significantly better than the other websites 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 634 19
    26. Financial Info Chart 11: Ease of locating task info (overall) JFM '08 0% 0% 0% 0% 100% 1% 3% 3% Extremely difficult 6% 1% 1 9% 12% 1% 1 20% 4% Fairly difficult 15% 30% 75% 20% 24% 32% 24% Neither easy nor difficult 50% Fairly easy 64% 61% 58% 25% 47% 46% Very easy 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 Chart 12: Ease of conducting the task info (overall) JFM '08 0% 1% 0% 1% Faced lots of difficulty 100% 5% 2% 1% 4% 6% 7% 4% 17% 17% 19% 24% Faced some difficulty 24% but was able to 75% complete the task 22% 41% 26% Neither easy nor 18% difficult 50% Fairly easy with only 67% some minor irritants 57% 50% 25% 47% 40% Extremely easy and hassle-free 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 20
    27. Website User Friendliness Study Chart 13: Navigation flow between pages (overall) JFM '08 1% 0% 0% 1% 1% 100% 2% 1% 5% Relevant page did not 6% 8% 14% open at all 15% 14% 12% 9% 28% Faced lot of problems 75% 19% 31% 32% 24% Neither freely nor with 50% difficulty More or less freely 63% 62% 54% 52% 25% 50% Completely freely 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 Chart 14: Navigation cues and helps (overall) JFM '08 Had very few relevant 100% instructions 28% 29% 37% 38% Had a fair bit of 45% relevant instructions 75% 13% 12% Almost did not have 1% 1 13% any relevant 50% instructions 13% Had most of the 48% relevant instructions 51% 42% 44% 33% 25% Had all the relevant instructions 7% 4% 6% 10% 7% 5% 2% 2% 1% 1% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 21
    28. Financial Info Chart 15: Error recovery (overall) JFM '08 1% 1% 2% 2% 3% 100% Couldn't resolve and 0% 4% 4% 4% 3% failed to complete the 8% 6% 6% 9% task 1% 1 18% 21% Resolved with great 75% difficulty 28% 38% 35% Encountered but resolved with website 50% help instructions Encountered error but 71% resolved on my own 69% 58% 51% 25% 49% Did not encounter any error at all 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 Chart 16: Appropriateness of the response (overall) JFM '08 1% 0% 3% 100% 6% 2% 6% 6% There was no 6% 1% 1% response at all 4% 2% 6% 14% 24% 9% 1% 1 10% Received only auto- 75% reply, nothing 17% thereafter 18% They responded but did not resolve the 50% query 79% 78% 77% Query was resolved only partially 63% 56% 25% Query was resolved completely 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 299 22
    29. Website User Friendliness Study Chart 17: Timeliness of response (overall) JFM '08 1% 0% 1% 3% 3% 100% 1% 2% 1% 0% 2% 8% Did not receive any 9% 6% response at all 13% 24% 12% 16% 32% Fairly late 75% 27% 34% Neither promptly nor late 50% 74% 72% More or less in time 64% 52% 25% 45% Very promptly 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 299 Chart 18: Satisfaction with response (overall) JFM '08 1% 0% 1% 2% Highly dissatisfied 100% 5% 0% 1% 4% 6% 0% 4% 13% 12% 12% 2% 19% Moderately 75% dissatisfied 23% 47% 41% Neither satisfied not 54% dissatisfied 50% 73% Moderately satisfied 62% 25% 49% 41% 31% Highly satisfied 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 299 23
    30. Financial Info Chart 19: Timeliness of task completion (overall) JFM '08 0% 1% 1% 2% 4% 100% Took significantly 4% 8% longer than expected 13% 5% 13% 1% 1 21% 14% Took somewhat more 26% 19% 75% time than expected 28% 13% 23% Completed in as much 18% 27% time as expected 50% Completed marginally faster than expected 61% 54% 25% 47% 46% 41% Completed a lot faster than expected 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 Chart 20: Quality of usage experience (overall) JFM '08 0% 0% 1% 0% 1% 100% 1% 2% 2% Downright painful 6% 8% 19% 19% 9% 7% 26% Fairly troublesome 75% and irritating 34% 39% 43% 44% 30% Just about agreeable 50% Fairly pleasant and satisfactory 25% 49% 45% 42% 36% 36% Extremely pleasant and delightful 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 625 24
    31. Website User Friendliness Study Chart 21: Perceived sense of security in usage (overall) JFM '08 0% 1% 1% 2% 3% 100% 0% 3% 4% 4% 1% Completely insecure 10% 22% 17% 19% 22% 75% Fairly insecure 32% 37% 37% 34% 43% Not sure if I can trust the website 50% Fairly secure 54% 25% 41% 40% 40% 33% Absolutely secure 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 1,255 Chart 22: Brand preference creation (overall) JFM '08 0% 1% 1% 100% 5% 2% 6% 1% 1% Very unlikely to visit it 7% 10% 3% 3% 1% 1 4% 1% 1 18% 21% Fairly unlikely to visit it 75% 39% 33% 24% Not sure, may or may not visit it 50% Somewhat likely to 71% 68% visit it 58% 54% 53% 25% Very likely to visit it 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 1,255 25
    32. Financial Info Chart 23: Adequacy of refund amount (overall) JFM '08 0% 0% 0% 100% 0% 4% 0% 5% Didn't get the refund at 3% 4% 0% 0% 4% all 21% 30% 18% 25% 31% Significantly lower than 75% expected 1% 1 Marginally lower than 47% expected 50% 51% As expected 76% 64% 60% 25% More than expected 32% 16% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 356 26
    33. Website User Friendliness Study Relative Importance of the Individual Criteria Table 10: Importance ranking of the key individual criteria (overall) Overall- Brands Myiris Religare Sharekhan Icicidirect Moneycontrol Financial Info Fastest to download 51% 62% 44% 57% 50% 53% Brand image in the market place 35% 51% 37% 35% 43% 41% Simplest and most easy to understand 34% 33% 26% 34% 42% 34% language Provide the best help 34% 24% 29% 36% 42% 33% Most responsive and prompt in 25% 29% 45% 20% 36% 32% customer service and support Best assures safety against frauds & misuse of personal details & financial 27% 21% 29% 27% 19% 24% info Most logical structure and flow of info. 30% 17% 26% 29% 12% 22% / content Gives best assurance on privacy of info 24% 33% 14% 18% 16% 21% provided Most neat looking design (aesthetics) 17% 9% 16% 17% 10% 13% Helps accomplish the task in least no. 16% 6% 7% 15% 14% 11% of clicks Matches my personality and style the 5% 4% 16% 9% 9% 8% best Most consistent design, look & feel 3% 12% 12% 3% 7% 8% across the page Base: 1,256 27
    34. Financial Info Website User Friendliness Aggregate Scores - Website Users Only Table 11: User friendliness index (WUF) - website users only Brands WUF Index Relative Index Religare 4.5 100% Moneycontrol 4.3 97% Sharekhan 3.5 77% Icicidirect 2.8 64% Myiris 2.2 50% Base: 514 Table 12: Friendly interface index (UFEX) - website users only Brands UFEX Index Relative Index Religare 2.5 100% Moneycontrol 2.4 98% Sharekhan 2.0 80% Icicidirect 1.6 65% Myiris 1.2 51% Base: 514 Table 13: User friendly usage experience index (UZEX) - website users only Brands UZEX Index Relative Index Religare 2.0 100% Moneycontrol 1.9 95% Sharekhan 1.5 74% Icicidirect 1.2 62% Myiris 1.0 49% Base: 514 28
    35. Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Website Users Only Table 14: Accessibility index (website users only) Brands Accessibility Index Relative Index Moneycontrol 1.4 100% Religare 1.3 97% Sharekhan 1.1 79% Icicidirect 0.9 64% Myiris 0.7 51% Base: 514 Table 15: Appeal index (website users only) Brands Appeal Index Relative Index Religare 1.2 100% Moneycontrol 1.1 93% Sharekhan 0.9 79% Icicidirect 0.7 64% Myiris 0.6 48% Base: 514 29
    36. Financial Info Table 16: Navigability index (website users only) Brands Navigability Index Relative Index Religare 0.8 100% Moneycontrol 0.7 86% Sharekhan 0.5 61% Icicidirect 0.5 54% Myiris 0.4 43% Base: 514 Table 17: Usage satisfaction index (website users only) Brands Satisfaction Index Relative Index Moneycontrol 1.2 100% Religare 1.2 98% Sharekhan 1.0 82% Icicidirect 0.8 67% Myiris 0.6 53% Base: 514 30
    37. Website User Friendliness Study Website User Friendliness Perceptual Map – Website Users Only .3 Moneycontrol .2 Ease of Access .1 Myiris Ease of Usage Usage Satisfaction -.0 Icicidirect Religare -.1 Sharekhan Design Appeal -.2 Attribute -.3 -.3 -.2 -.1 -.0 .1 .2 .3 .4 .5 Brand 31
    38. Financial Info Average Ratings on the Individual Parameters - Website Users Only Table 18: Summary table (website users only) Ratings (on a 5 point qualitative scale) Myiris Religare Sharekhan Icicidirect Moneycontrol Browser Compatibility 4.4 4.2 4.5 4.3 4.5 Download Time 4.4 4.2 4.5 4.3 4.5 Accessibility Index 0.7 1.3 1.1 0.9 1.4 Distinctive in identity (branding) 3.1 3.2 3.7 3.7 3.3 Presentation layout of the home page 3.1 3.2 3.7 3.7 3.3 Presentation layout of the task page 4.1 4.7 4.5 4.4 4.0 Aesthetics of text on the homepage 2.6 2.9 2.6 2.5 2.8 Aesthetics of graphics on the homepage 3.2 3.2 3.1 3.3 2.9 User identification with the site 2.4 1.8 2.0 2.0 2.1 Ease of comprehension 3.8 3.6 4.5 4.5 4.1 Relevance of content 4.4 4.7 4.4 4.3 4.3 Relative quality of content 4.0 4.2 4.3 4.3 4.3 Appeal Index 0.6 1.2 0.9 0.7 1.1 Ease of locating task info 4.8 4.3 4.6 4.4 3.8 Ease of conducting the task 4.1 4.6 4.2 4.3 4.5 Navigation flow between pages 4.7 4.0 4.3 4.3 4.3 Navigational cues and helps 2.1 2.9 2.4 3.0 3.1 Error recovery 4.6 4.2 4.7 4.3 4.7 Appropriateness of response to queries 4.9 4.1 4.7 4.7 4.4 Timeliness of response to queries 4.7 4.1 4.4 4.5 4.5 Satisfaction with query resolution 4.4 3.8 4.3 4.7 4.7 Navigability Index 0.4 0.8 0.5 0.5 0.7 Timeliness of task completion 4.5 4.4 4.3 4.2 4.0 Quality of the usage experience 4.2 4.0 4.3 4.3 4.1 Perceived sense of security during usage 4.2 4.2 4.2 4.4 4.3 Creation of brand preference 4.5 4.3 4.6 4.6 4.5 Satisfaction Index 0.6 1.2 1.0 0.8 1.2 UFEX Index 1.2 2.5 2.0 1.6 2.4 UZEX Index 1.0 2.0 1.5 1.2 1.9 WUF Index 2.2 4.5 3.5 2.8 4.3 Base: 514 32
    39. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 24: Download time (website users only) JFM '08 0% 0% 0% 1% 1% 100% 0% 0% 0% 0% 5% 8% Extremely slow 2% 1% 1 20% 23% 25% 75% 12% Fairly slow 40% 21% 60% Neither fast nor slow 50% 68% Reasonably fast 63% 56% 52% 25% 32% Adequately fast 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 Chart 25: Distinctive in identity (website users only) JFM '08 0% 0% Didn't notice the logo 4% 100% 1% 8% 3% 8% at all'. 0% 0% 12% 1% 2% 13% 26% 10% 25% 15% I had to search for the 75% logo 32% 41% I spotted it but only 39% after a while 50% 70% 71% It was prominent and I spotted it easily 25% 45% 38% 36% It was the first thing that I noticed on the page 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 33
    40. Financial Info Chart 26: Presentation of the home page (website users only) JFM '08 0% 0% 0% 0% 1% 100% 0% 1% Extremely haphazard 2% 1% 2% 5% 6% and badly presented 18% 26% 20% 28% Fairly disorganized and 75% ill presented 1% 1 28% 40% Just average in 78% organization and 50% presentation Fairly well organized 65% 64% and presented 25% 49% 40% Extremely well organized and neatly 16% presented 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 Chart 27: Presentation of the task page (website users only) JFM '08 1% 0% 2% 4% 100% 2% 2% 0% Extremely untidy and 3% 10% 0% 7% cluttered 1% 1 0% 17% 15% 18% 31% Fairly untidy 75% 20% 26% 45% Averagely presented 50% 76% 65% Fairly well presented 64% 25% 46% 36% Very well presented 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 34
    41. Website User Friendliness Study Chart 28: Aesthetics of text (website users only) JFM '08 3% 100% 5% 6% 8% 9% It has too little content and looks empty 18% 26% 21% 31% 27% 75% It has too much text and looks cluttered 50% 78% 71% 69% 64% 63% 25% It has just the right amount of text and looks fine 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 Chart 29: Aesthetics of graphics (website users only) JFM '08 100% 1% 5% 7% 10% 15% Too few 12% 28% 35% 75% 17% 52% Too many 50% 66% 54% 53% 40% 25% Highly relevant and 35% engaging 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 35
    42. Financial Info Chart 30: User identification with the site (website users only) JFM '08 Its just opposite of my 100% style and personality 17% 17% 32% 44% I find it difficult to 75% 54% relate to it 36% I can live with it 32% 50% 68% 12% 34% I can relate to it to some extent 35% 17% 25% 36% 3% It matches my style 19% 15% and personality 15% 12% 1% 4% completely 0% 0% 0% 0% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 Chart 31: Ease of comprehension (website users only) JFM '08 0% 2% 3% 100% Extremely difficult 7% 2% 0% 4% 12% 6% 0% 1% 1 3% 24% 16% 24% Quite difficult 17% 75% 38% 18% Neither easy nor difficult 50% 41% 48% Reasonably easy 66% 56% 53% 25% 28% Extremely easy 20% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 36
    43. Website User Friendliness Study Chart 32: Relevance of content (website users only) JFM '08 0% 0% 0% 0% 100% 0% 0% %1% 2% 1 7% Almost irrelevant 9% 8% 1% 1 1% 6% 20% Low relevance 75% 30% 29% 41% 57% Averagely relevant 50% 77% Fairly relevant 57% 57% 50% 25% 35% Highly relevant 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 Chart 33: Relative quality of content (website users only) JFM '08 0% 0% 0% 0% 0% Significantly inferior 100% 0% 0% 1% 1% 4% than the other 10% websites 19% 22% 32% 28% Somewhat inferior than the other 75% websites 45% 29% 31% 10% Same as offered by the other websites 34% 50% Somewhat better than the other websites 57% 52% 25% 48% 44% Significantly better 34% than the other websites 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 258 37
    44. Financial Info Chart 34: Ease of locating task info (website users only) JFM '08 0% 0% 0% 1% 100% 1% 0% 3% 3% 3% Extremely difficult 3% 17% 15% 16% 23% 23% 3% Fairly difficult 75% 12% 18% 31% 23% Neither easy nor difficult 50% 77% 71% Fairly easy 63% 52% 25% 46% Very easy 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 Chart 35: Ease of conducting the task (website users only) JFM '08 Faced lots of difficulty 0% 0% 2% 2% 2% 100% 1% 2% 2% 2% 3% 8% 13% 15% 16% 28% 9% Faced some difficulty 18% but was able to 75% complete the task 23% 32% Neither easy nor 27% difficult 50% 79% Fairly easy with only some minor irritants 67% 58% 25% 48% 45% Extremely easy and hassle-free 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 38
    45. Website User Friendliness Study Chart 36: Navigation flow between pages (website users only) JFM '08 0% 0% 0% 2% 2% 100% 1% Relevant page did not 3% 0% 8% 6% 9% open at all 17% 12% 25% 17% 4% Faced lot of problems 75% 15% 23% 42% 38% Neither freely nor with 50% difficulty 71% 64% More or less freely 58% 25% 48% 37% Completely freely 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 Chart 37: Navigation cues and helps (website users only) JFM '08 Had very few relevant 100% instructions 24% 27% 33% 45% Had a fair bit of 75% relevant instructions 60% 10% 10% 7% Almost did not have any relevant 8% 50% instructions 2% Had most of the 55% 65% relevant instructions 54% 38% 25% 33% Had all the relevant instructions 2% 0% 0% 4% 7% 8% 5% 1% 1% 1% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 39
    46. Financial Info Chart 38: Error recovery (website users only) JFM '08 1% 2% 1% 2% 3% 100% 0% 0% 3% 0% 2% Couldn't resolve and 2% 7% 5% failed to complete the 3% 18% task 20% 10% 30% Resolved with great 75% difficulty 25% 48% Encountered but 50% resolved with website help instructions 79% 77% 66% Encountered error but 56% resolved on my own 25% 41% Did not encounter any error at all 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 Chart 39: Appropriateness of the response (website users only) JFM '08 1% There was no 0% 0% 0% 100% 0% 0% 0% 2% 2% response at all 10% 8% 12% 4% 0% 1% 1 6% 13% Received only auto- 7% 38% reply, nothing 75% thereafter They responded but 10% did not resolve the 50% query 88% 82% 79% 76% Query was resolved only partially 25% 50% Query was resolved completely 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 156 40
    47. Website User Friendliness Study Chart 40: Timeliness of response (website users only) JFM '08 0% 0% 0% 1% 100% 0% 0% 4% Did not receive any 2% 2% 2% 5% response at all 10% 15% 5% 32% 19% 25% Fairly late 17% 75% 33% 17% Neither promptly nor late 50% More or less in time 70% 68% 66% 55% 52% 25% Very promptly 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 156 Chart 41: Satisfaction with response (website users only) JFM '08 0% 0% 1% 2% 2% 100% 0% 0% 0% 0% 0% Highly dissatisfied 3% 6% 12% 18% 17% 17% 2% Moderately 75% dissatisfied 56% 46% Neither satisfied not dissatisfied 50% 58% 78% Moderately satisfied 75% 25% 44% 42% Highly satisfied 20% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 156 41
    48. Financial Info Chart 42: Timeliness of task completion (website users only) JFM '08 0% 0% 1% Took significantly 100% 1% 4% 4% 1% 5% longer than expected 3% 5% 6% 23% 24% 19% Took somewhat more 28% time than expected 75% 26% 7% 15% 14% Completed in as much time as expected 29% 50% Completed marginally faster than expected 70% 62% 60% 58% 25% Completed a lot faster 37% than expected 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 Chart 43: Quality of the usage experience (website users only) JFM '08 0% 1% 0% 1% 2% 100% 1% 0% 1% 3% Downright painful 9% 14% 14% 20% 30% 10% Fairly troublesome 75% and irritating 38% 33% 36% 29% 26% Just about agreeable 50% Fairly pleasant and satisfactory 51% 25% 50% 45% 45% 44% Extremely pleasant and delightful 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 257 42
    49. Website User Friendliness Study Chart 44: Perceived sense of security in usage (website users only) JFM '08 0% 1% 1% 1% 3% 100% 0% 0% 0% Completely insecure 2% 8% 13% 13% 8% 19% 20% Fairly insecure 75% 30% 39% 49% 35% 20% Not sure if I can trust the website 50% Fairly secure 56% 51% 25% 47% 45% 39% Absolutely secure 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 514 Chart 45: Brand preference creation (website users only) JFM '08 0% 1% 1% 3% 100% 5% Very unlikely to visit it 0% 4% 2% 2% 6% 1% 1% 4% 8% 1% 1 13% 24% 21% 19% Fairly unlikely to visit it 75% 34% Not sure, may or may not visit it 50% 81% 70% 70% Somewhat likely to 69% visit it 52% 25% Very likely to visit it 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 514 43
    50. Financial Info Relative Importance of the Individual Criteria Table 19: Importance ranking of the key individual criteria (website users only) Overall- Brands Myiris Religare Sharekhan Icicidirect Moneycontrol Financial Info Fastest to download 71% 71% 45% 62% 56% 60% Brand image in the market place 20% 44% 32% 38% 44% 37% Most responsive and prompt in customer 22% 22% 44% 23% 40% 31% service and support Simplest and most easy to understand 21% 30% 24% 22% 43% 30% language Gives best assurance on privacy of info 22% 54% 21% 19% 11% 27% provided Provide the best help 31% 18% 28% 18% 34% 26% Most logical structure and flow of info. / 24% 16% 36% 36% 14% 24% content Best assures safety against frauds & misuse 28% 15% 26% 30% 20% 23% of personal details & financial info Most neat looking design (aesthetics) 31% 7% 20% 29% 14% 18% Helps accomplish the task in least no. of 22% 5% 12% 15% 11% 12% clicks Matches my personality and style the best 5% 7% 11% 7% 7% 7% Most consistent design, look & feel across 3% 11% 4% 2% 7% 6% the page Base: 514 44
    51. Website User Friendliness Study Website User Friendliness Aggregate Scores - Website Non Users Only Table 20: User friendliness index (WUF - website non users only) Brands WUF Index Relative Index Religare 4.2 100% Myiris 3.8 92% Sharekhan 3.8 90% Icicidirect 3.5 85% Moneycontrol 3.4 83% Base: 742 Table 21: User friendly interface index (UFEX) - website non users only Brands UFEX Index Relative Index Religare 2.4 100% Myiris 2.2 92% Sharekhan 2.2 90% Icicidirect 2.0 84% Moneycontrol 2.0 83% Base: 742 Table 22: User friendly usage experience index (UZEX) - website non users only Brands UZEX Index Relative Index Religare 1.8 100% Myiris 1.6 91% Sharekhan 1.6 89% Icicidirect 1.5 86% Moneycontrol 1.4 82% Base: 742 45
    52. Financial Info Website User Friendliness Sub Parameter Scores - Website Non Users Only Table 23: Accessibility index (website non users only) Brands Accessibility Index Relative Index Religare 1.3 100% Myiris 1.2 93% Sharekhan 1.2 92% Icicidirect 1.1 85% Moneycontrol 1.1 85% Base: 742 Table 24: Appeal index (website non users only) Brands Appeal Index Relative Index Religare 1.1 100% Myiris 1.0 91% Sharekhan 1.0 88% Icicidirect 0.9 83% Moneycontrol 0.9 80% Base: 742 46
    53. Website User Friendliness Study Table 25: Navigability index (website non users only) Brands Navigability index Relative Index Religare 0.6 100% Icicidirect 0.6 93% Moneycontrol 0.6 90% Sharekhan 0.6 89% Myiris 5.0 88% Base: 742 Table 26: Usage satisfaction index (website non users only) Brands Satisfaction Index Relative Index Religare 1.1 100% Myiris 1.1 92% Sharekhan 1.0 89% Icicidirect 0.9 83% Moneycontrol 0.9 78% Base: 742 47
    54. Financial Info Website User Friendliness Perceptual Map – Website Non Users Only .2 Ease of Access Sharekhan .1 Moneycontrol 0.0 Myiris Ease of Usage Usage Satisfaction Design Appeal Icicidirect -.1 Religare Attribute -.2 -.3 -.2 -.1 -.0 .1 .2 .3 Brand 48
    55. Website User Friendliness Study 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) Myiris Religare Sharekhan Icicidirect Moneycontrol Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.5 4.6 4.2 4.6 4.5 Accessibility Index 1.2 1.3 1.2 1.1 1.1 Distinctive in identity (branding) 3.5 3.3 3.2 3.8 3.3 Presentation layout of the home page 3.5 3.3 3.2 3.8 3.3 Presentation layout of the task page 4.3 4.2 4.3 4.3 4.3 Aesthetics of text on the homepage 2.7 2.8 2.7 2.8 2.6 Aesthetics of graphics on the homepage 3.5 3.7 2.3 3.0 3.2 User identification with the site 2.1 1.6 2.3 2.0 2.5 Ease of comprehension 4.5 4.5 3.5 4.4 4.0 Relevance of content 4.4 4.5 3.7 4.0 3.9 Relative quality of content 4.3 4.3 4.1 4.2 4.0 Appeal Index 1.0 1.1 1.0 0.9 0.9 Ease of locating task info 4.4 4.1 4.1 4.5 4.2 Ease of conducting the task 4.2 4.5 4.0 3.9 4.0 Navigation flow between pages 4.4 4.4 4.3 4.4 4.0 Navigational cues and helps 2.7 2.4 2.9 2.9 2.7 Error recovery 4.5 4.5 4.1 4.2 4.2 Appropriateness of response to queries 4.3 4.6 4.0 4.4 4.8 Timeliness of response to queries 4.6 4.4 3.9 4.6 4.7 Satisfaction with query resolution 4.4 4.3 4.1 4.4 4.1 Navigability Index 5.0 0.6 0.6 0.6 0.6 Timeliness of task completion 4.1 4.2 3.9 3.8 3.9 Quality of the usage experience 4.1 4.4 3.9 4.2 4.1 Perceived sense of security during usage 4.0 4.0 4.0 4.3 3.9 Creation of brand preference 4.5 4.5 4.2 4.3 3.9 Satisfaction Index 1.1 1.1 1.0 0.9 0.9 UFEX Index 2.2 2.4 2.2 2.0 2.0 UZEX Index 1.6 1.8 1.6 1.5 1.4 WUF Index 3.8 4.2 3.8 3.5 3.4 Base: 742 49
    56. Financial Info Rating Dispersions by Individual Attributes Chart 46: Download time (website non users only) JFM '08 0% 0% 0% 1% 0% 100% 0% 1% 2% 1% 2% 0% 6% 7% Extremely slow 9% 26% 18% 27% 25% 75% 51% Fairly slow 23% Neither fast nor slow 50% 74% 66% 65% Reasonably fast 25% 49% 47% Adequately fast 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 Chart 47: Distinctive in identity (website non users only) JFM '08 Didn't notice the logo 0% 1% at all'. 100% 0% 5% 7% 7% 4% 0% 0% 1% 6% 4% 8% 26% I had to search for the 18% 16% logo 24% 75% I spotted it but only 25% 24% 52% after a while 50% It was prominent and I 74% spotted it easily 65% 25% 49% 49% It was the first thing 34% that I noticed on the page 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 50
    57. Website User Friendliness Study Chart 48: Presentation of the home page (website non users only) JFM '08 Extremely haphazard 0% 0% 0% 0% 1% 2% 100% 0% 1% and badly presented 2% 3% 6% 13% 1% 1 Fairly disorganized and 28% 30% ill presented 75% 53% 35% Just average in 51% organization and presentation 50% 44% Fairly well organized and presented 25% 64% 52% 25% Extremely well organized and neatly 33% 25% presented 21% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 Chart 49: Presentation of the task page (website non users only) JFM '08 0% 0% 0% 3% 2% 100% 0% Extremely untidy and 2% 2% 0% 1% cluttered 16% 16% 19% 20% 19% Fairly untidy 75% 16% 24% 36% 42% 33% Averagely presented 50% Fairly well presented 62% 54% 25% 46% 46% 42% Very well presented 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 51
    58. Financial Info Chart 50: Aesthetics of text (website non users only) JFM '08 100% 1% 0% 1% 15% It has too little content 19% and looks empty 28% 35% 9% 1% 1 75% 58% It has too much text and looks cluttered 50% 76% 72% 70% 65% It has just the right 25% 41% amount of text and looks fine 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 Chart 51: Aesthetics of graphics (website non users only) JFM '08 100% 2% 4% 5% 7% 10% 13% Too few 18% 1% 1 75% 30% 29% Too many 50% 84% 69% 54% Highly relevant and engaging 51% 25% 23% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 375 52
    59. Website User Friendliness Study Chart 52: User identification with the site (website non users only) JFM '08 Its just opposite of my 100% style and personality 15% 27% I find it difficult to 41% 42% relate to it 75% 58% I can live with it 47% 24% 50% 27% 31% I can relate to it to 21% some extent 31% 25% 12% 33% 25% It matches my style 24% and personality 7% 5% completely 6% 6% 9% 5% 4% 1% 0% 0% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 Chart 53: Ease of comprehension (website non users only) JFM '08 0% 0% 2% 2% 100% 0% Extremely difficult 1% 8% 3% 4% 9% 6% 2% 20% 30% 20% Quite difficult 24% 75% 34% 22% Neither easy nor 21% difficult 50% 39% 69% Reasonably easy 66% 59% 25% 44% Extremely easy 17% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 53
    60. Financial Info Chart 54: Relevance of content (website non users only) JFM '08 1% 2% 100% 4% 5% 2% Almost irrelevant 2% 1% 1 3% 8% 3% 6% 0% 3% 13% 32% 27% Low relevance 75% 34% 52% Averagely relevant 54% 50% 47% Fairly relevant 63% 56% 25% 34% Highly relevant 25% 16% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 Chart 55: Relative quality of content (website non users only) JFM '08 0% 0% 2% Significantly inferior 100% 4% 4% 2% 1% 1 than the other 3% 12% 10% websites 13% 10% 0% 6% 14% Somewhat inferior 75% than the other 26% websites 28% 42% Same as offered by 32% 56% the other websites 50% Somewhat better than the other websites 58% 55% 25% 45% 41% Significantly better 28% than the other websites 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 376 54
    61. Website User Friendliness Study Chart 56: Ease of locating task info (website non users only) JFM '08 0% 0% 0% 0% 2% Extremely difficult 100% 1% 2% 4% 4% 9% 14% 10% 25% 21% 18% Fairly difficult 22% 75% 34% 26% 26% Neither easy nor 33% difficult 50% Fairly easy 65% 51% 25% 48% 47% 40% Very easy 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 Chart 57: Ease of conducting the task info (website non users only) JFM '08 Faced lots of difficulty 0% 0% 1% 1% 100% 2% 1% 7% 6% 8% 9% 1% 1 4% Faced some difficulty 24% 21% but was able to 75% 31% 37% complete the task 50% Neither easy nor 21% difficult 28% 14% 50% Fairly easy with only some minor irritants 56% 25% 46% 45% 40% 37% Extremely easy and hassle-free 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 55
    62. Financial Info Chart 58: Navigation flow between pages (website non users only) JFM '08 0% 0% 0% 1% 1% Relevant page did not 100% 2% 2% 2% 5% open at all 8% 1% 1 7% 16% 21% 17% Faced lot of problems 75% 26% 16% 29% 22% Neither freely nor with 37% difficulty 50% More or less freely 65% 61% 57% 56% 25% 37% Completely freely 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 Chart 59: Navigation cues and helps (website non users only) JFM '08 Had very few relevant 100% instructions 29% 29% 36% 37% Had a fair bit of 42% relevant instructions 75% 14% 15% Almost did not have any relevant 19% 16% instructions 50% 17% Had most of the relevant instructions 43% 46% 28% 34% 25% 36% Had all the relevant instructions 18% 12% 3% 12% 9% 2% 2% 1% 0% 1% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 56
    63. Website User Friendliness Study Chart 60: Error recovery (website non users only) JFM '08 Couldn't resolve and 0% 1% 1% 3% 100% 5% 2% failed to complete the 2% 6% 0% 6% 8% task 12% 8% 17% 16% Resolved with great 10% difficulty 75% 29% 26% 42% 36% Encountered but resolved with website 50% help instructions 73% Encountered error but resolved on my own 60% 52% 25% 43% 41% Did not encounter any error at all 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 Chart 61: Appropriateness of the response (website non users only) JFM '08 0% 0% There was no 5% 0% 100% 0% 3% 10% 3% response at all 1% 1 1% 10% 12% 1% 3% 8% Received only auto- 33% 19% 9% reply, nothing 75% 10% thereafter They responded but 20% did not resolve the 50% query 84% Query was resolved 73% 72% only partially 65% 25% 50% Query was resolved completely 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 143 57
    64. Financial Info Chart 62: Timeliness of response (website non users only) JFM '08 3% 0% 5% 0% 0% 100% 0% 0% 2% Did not receive any 3% 0% 1% response at all 1% 7% 12% 18% 12% 37% 17% Fairly late 75% 44% Neither promptly nor 35% late 50% 78% 75% More or less in time 63% 52% 25% 36% Very promptly 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 143 Chart 63: Satisfaction with response (website non users only) JFM '08 0% 0% 1% 3% 100% Highly dissatisfied 1% 0% 8% 6% 3% 1% 1 1% 0% 2% 26% 12% 20% Moderately 75% dissatisfied 41% 45% Neither satisfied not 37% 31% dissatisfied 50% Moderately satisfied 70% 52% 25% 49% 42% 40% Highly satisfied 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 143 58
    65. Website User Friendliness Study Chart 64: Timeliness of task completion (website non users only) JFM '08 0% 1% 2% Took significantly 2% 4% 100% 5% longer than expected 6% 14% 20% 16% 25% Took somewhat more 8% 17% time than expected 75% 32% 4% 17% 30% Completed in as much 23% time as expected 31% 50% 21% Completed marginally faster than expected 56% 25% 48% 46% 38% 36% Completed a lot faster than expected 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 Chart 65: Quality of usage experience (website non users only) JFM '08 1% 0% 0% 0% 0% 100% Downright painful 1% 3% 2% 3% 5% 10% 18% 6% 21% 28% Fairly troublesome 75% and irritating 48% 35% Just about agreeable 37% 47% 50% 48% Fairly pleasant and satisfactory 25% 48% 45% Extremely pleasant 39% and delightful 32% 23% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 368 59
    66. Financial Info Chart 66: Perceived sense of security in usage (website non users only) JFM '08 1% 0% 0% 2% 100% 5% Completely insecure 1% 3% 0% 9% 2% 7% 23% 25% 26% 21% Fairly insecure 75% 34% Not sure if I can trust 39% the website 48% 36% 40% 50% Fairly secure 53% 25% Absolutely secure 34% 34% 30% 28% 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 741 Chart 67: Brand preference creation (website non users only) JFM '08 0% 0% 2% 100% 6% 1% 1% 1% Very unlikely to visit it 10% 10% 10% 8% 4% 3% 5% 18% Fairly unlikely to visit it 22% 75% 22% 32% 51% Not sure, may or may 27% not visit it 50% Somewhat likely to 66% visit it 62% 57% 25% 43% 39% Very likely to visit it 0% Myiris Religare Sharekhan Icicidirect Moneycontrol Base: 741 60
    67. Website User Friendliness Study Relative Importance of the Individual Criteria Table 28: Importance ranking of the key individual criteria (website non users only) Overall- Brands Myiris Religare Sharekhan Icicidirect Moneycontrol Financial Info Fastest to download 40% 53% 42% 53% 42% 46% Brand image in the market place 44% 58% 42% 32% 42% 44% Provide the best help 36% 30% 29% 50% 51% 39% Simplest and most easy to understand 41% 36% 28% 44% 40% 38% language Most responsive and prompt in customer 27% 37% 46% 18% 32% 32% service and support Best assures safety against frauds & misuse 26% 26% 31% 24% 19% 26% of personal details & financial info Most logical structure and flow of info. / 34% 18% 18% 24% 10% 21% content Gives best assurance on privacy of info 25% 12% 9% 18% 23% 17% provided Helps accomplish the task in least no. of 12% 8% 4% 14% 18% 11% clicks Matches my personality and style the best 5% 1% 20% 11% 11% 9% Most consistent design, look & feel across 2% 13% 20% 4% 7% 9% the page Most neat looking design (aesthetics) 8% 10% 12% 8% 5% 9% Base: 742 61
    68. Financial Info Respondent Profile 62
    69. Website User Friendliness Study Demographic Profile Chart 68: Gender JFM '08 Male Female 100% 88% 80% 60% 40% 12% 20% 0% Overall-Financial Info Base: 1,256 Chart 69: 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% 40% 40% 33% 14% 20% 8% 5% 0% Overall-Financial Info Base: 1,256 63
    70. Financial Info Chart 70: City class - by population size Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs JFM '08 48% 40% 24% 20% 14% 14% 0% Overall-Financial Info Base: 1,256 Chart 71: City class - by market size Metro Urban uptowns Emerging Towns Others JFM '08 50% 42% 40% 40% 30% 20% 9% 8% 10% 0% Overall-Financial Info Base: 1,256 64
    71. Website User Friendliness Study Table 25: Top 10 cities Cities All - Financial Info Bangalore 9% Mumbai 7% Delhi 6% Chennai 6% Hyderabad 4% Pune 3% Kolkata 3% Madurai 3% Visakhapatnam 3% Tiruchirappalli 2% Base: 1,256 Chart 72: Region-wise break-ups North East South West JFM '08 50% 43% 40% 25% 30% 23% 20% 9% 10% 0% Overall-Financial Info Base: 1,256 65
    72. Financial Info Native language of respondents Table 26: Preferred language of speaking - top 10 languages Languages All –Financial Info English 55% Hindi 18% Telugu 4% Tamil 5% Marathi 2% Kannada 4% Malayalam 6% Bengali 2% Gujarati 2% Bodo 0.0% Base: 1,256 66
    73. Website User Friendliness Study Socio Economic Profile Chart 73: Socio economic classification SEC-A SEC-B SEC-C SEC-D SEC-E JFM '08 40% 35% 27% 30% 23% 20% 10% 10% 5% 0% Overall-Financial Info Base: 1,256 Chart 74: Highest education level Up to SSC/HSC College but not Graduate JFM '08 Graduate & above-general stream Graduate & above-professional 40% 30% 19% 20% 14% 13% 10% 0% Overall-Financial Info Base: 1,256 67
    74. Financial Info Chart 75: Current occupation Jr level salaried emp Sr level salaried emp Self Employed JFM '08 Businessmen Student Housewife Others 40% 28% 30% 25% 20% 20% 11% 9% 10% 5% 3% 0% Overall-Financial Info Base: 1,256 68
    75. Website User Friendliness Study Economic Profile Chart 76: Monthly family income JFM '08 Upto Rs. 10K 10-30K 30-50K Above 50K 49% 50% 40% 33% 30% 20% 10% 9% 10% 0% Overall-Financial Info Base: 1,256 Chart 77: Most expensive vehicle owned by the household JFM '08 2 Wheeler 4 Wheeler Others Don't own a vehicle 48% 50% 40% 30% 20% 20% 20% 13% 10% 0% Overall-Financial Info Base: 1,160 69
    76. Financial Info Chart 78: Ownership of credit cards (individually) JFM '08 Don't own a credit card Own a Credit Card 59% 60% 41% 40% 20% 0% Overall-Shopping Base: 1,256 70
    77. Website User Friendliness Study Net Usage Dynamics Chart 79: Experience in internet usage Upto 1 year 1-2 years JFM '08 2-5 years Above 5 years 60% 44% 40% 21% 22% 20% 14% 0% Overall-Financial Info Base: 1,256 Chart 80: Place of internet access (multiple) JFM '08 Home Place of work Cyber Cafe In-transit 80% 66% 59% 60% 40% 40% 20% 10% 0% Overall-Financial Info Base: 1,256 71
    78. Financial Info WUF Index Ranking of Websites by User Segments 72
    79. Table 1: By gender breakup (overall) Male Female Religare Sharekhan Moneycontrol Religare Sharekhan Myiris Icicidirect Icicidirect Myiris Moneycontrol Table 2: By gender breakup (website users only) Male Female Moneycontrol Sharekhan Religare Icicidirect Sharekhan Myiris Icicidirect Religare Myiris Moneycontrol Table 3: By gender breakup (website non-users only) Male Female Myiris Sharekhan Religare Religare Moneycontrol Myiris Icicidirect Icicidirect Sharekhan Moneycontrol 73
    80. Table 4: By age group (overall) 13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years Sharekhan Sharekhan Moneycontrol Religare Myiris Sharekhan Religare Moneycontrol Religare Sharekhan Religare Moneycontrol Moneycontrol Icicidirect Myiris Moneycontrol Sharekhan Myiris Icicidirect Religare Icicidirect Myiris Moneycontrol Religare Myiris Myiris Sharekhan Icicidirect Icicidirect Icicidirect 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 Religare Sharekhan Moneycontrol Religare Religare Moneycontrol Icicidirect Moneycontrol Religare Sharekhan Moneycontrol Sharekhan Moneycontrol Religare Icicidirect Myiris Sharekhan Religare Myiris Icicidirect Sharekhan Moneycontrol Myiris Icicidirect Sharekhan Myiris Myiris Icicidirect Icicidirect Myiris 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 Sharekhan Icicidirect Myiris Religare Myiris Sharekhan Myiris Moneycontrol Religare Moneycontrol Sharekhan Myiris Moneycontrol Sharekhan Icicidirect Myiris Religare Moneycontrol Religare Religare Sharekhan Sharekhan Moneycontrol Icicidirect Icicidirect Myiris Moneycontrol Icicidirect Icicidirect Religare 74
    81. Table 7: By socio economic classification (overall) SEC-A SEC-B SEC-C SEC-D SEC-E Religare Moneycontrol Moneycontrol Religare Sharekhan Icicidirect Sharekhan Religare Moneycontrol Religare Myiris Myiris Icicidirect Sharekhan Moneycontrol Sharekhan Icicidirect Sharekhan Myiris Icicidirect Moneycontrol Religare Myiris Icicidirect Myiris Table 8: By socio economic classification (website users only) SEC-A SEC-B SEC-C SEC-D SEC-E Icicidirect Sharekhan Moneycontrol Religare Religare Myiris Moneycontrol Religare Moneycontrol Moneycontrol Religare Icicidirect Sharekhan Myiris Sharekhan Sharekhan Myiris Icicidirect Sharekhan Icicidirect Moneycontrol Religare Myiris Icicidirect Myiris Table 9: By socio economic classification (website non-users only) SEC-A SEC-B SEC-C SEC-D SEC-E Sharekhan Myiris Icicidirect Religare Sharekhan Religare Religare Moneycontrol Sharekhan Icicidirect Myiris Moneycontrol Religare Moneycontrol Myiris Icicidirect Icicidirect Myiris Myiris Religare Moneycontrol Sharekhan Sharekhan Icicidirect Moneycontrol 75
    82. Table 10: By vehicle ownership (overall) Two Wheeler 4 Wheeler Dont Own Any Moneycontrol Icicidirect Religare Religare Sharekhan Moneycontrol Sharekhan Myiris Sharekhan Myiris Religare Icicidirect Icicidirect Moneycontrol Myiris Table 11: By vehicle ownership (website users only) Two Wheeler 4 Wheeler Dont Own Any Moneycontrol Icicidirect Religare Religare Sharekhan Moneycontrol Sharekhan Religare Sharekhan Myiris Myiris Icicidirect Icicidirect Moneycontrol Myiris Table 12: By vehicle ownership (website non-users only) Two Wheeler 4 Wheeler Dont Own Any Religare Sharekhan Religare Sharekhan Myiris Moneycontrol Moneycontrol Icicidirect Myiris Icicidirect Moneycontrol Sharekhan Myiris Religare Icicidirect 76
    83. Table 13: By region (overall) North East South West Religare Moneycontrol Moneycontrol Religare Icicidirect Sharekhan Religare Moneycontrol Sharekhan Religare Sharekhan Sharekhan Moneycontrol Icicidirect Icicidirect Myiris Myiris Myiris Myiris Icicidirect Table 14: By region (website users only) North East South West Religare Moneycontrol Moneycontrol Sharekhan Sharekhan Icicidirect Icicidirect Religare Moneycontrol Sharekhan Religare Moneycontrol Myiris Religare Sharekhan Myiris Icicidirect Myiris Myiris Icicidirect Table 15: By region (website non-users only) North East South West Icicidirect Religare Religare Myiris Sharekhan Sharekhan Sharekhan Moneycontrol Religare Moneycontrol Myiris Religare Moneycontrol Myiris Moneycontrol Sharekhan Myiris Icicidirect Icicidirect Icicidirect 77
    84. Table 16: By monthly household income (overall) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs Sharekhan Religare Religare Sharekhan Icicidirect Moneycontrol Moneycontrol Moneycontrol Religare Sharekhan Myiris Religare Moneycontrol Icicidirect Sharekhan Icicidirect Myiris Myiris Icicidirect Myiris Table 17: By monthly household income (website users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs Myiris Religare Moneycontrol Moneycontrol Sharekhan Sharekhan Religare Religare Moneycontrol Icicidirect Sharekhan Sharekhan Religare Moneycontrol Icicidirect Icicidirect Icicidirect Myiris Myiris Myiris Table 18: By monthly household income (website non-users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs Sharekhan Moneycontrol Religare Sharekhan Icicidirect Myiris Myiris Myiris Religare Religare Moneycontrol Icicidirect Moneycontrol Icicidirect Icicidirect Moneycontrol Myiris Sharekhan Sharekhan Religare 78
    85. Sample Sizes 79
    86. Table 19: Sample sizes by websites Captured Data Usable Data User Non User Overall User Non User Overall Total Sample 625 832 1,457 514 742 1,256 Base Myiris 70 219 289 64 195 259 Religare 115 192 307 102 171 273 Sharekhan 149 148 297 120 132 252 Icicidirect 144 116 260 122 100 222 Moneycontrol 147 157 304 106 144 250 Note- The sample sizes of various websites were equalized while calculating their website user friendliness index 80
    87. 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: Adequacy of refund amount (overall) ...................................... 26 Chart 24: Download time (website users only)........................................ 33 Chart 25: Distinctive in identity (website users only) ............................... 33 Chart 26: Presentation of the home page (website users only) .................... 34 Chart 27: Presentation of the task page (website users only)...................... 34 Chart 28: Aesthetics of text (website users only) .................................... 35 Chart 29: Aesthetics of graphics (website users only) ............................... 35 Chart 30: User identification with the site (website users only) .................. 36 Chart 31: Ease of comprehension (website users only).............................. 36 Chart 32: Relevance of content (website users only) ................................ 37 Chart 33: Relative quality of content (website users only) ......................... 37 Chart 34: Ease of locating task info (website users only) ........................... 38 Chart 35: Ease of conducting the task (website users only) ........................ 38 Chart 36: Navigation flow between pages (website users only) ................... 39 Chart 37: Navigation cues and helps (website users only) .......................... 39 Chart 38: Error recovery (website users only) ........................................ 40 Chart 39: Appropriateness of the response (website users only) .................. 40 Chart 40: Timeliness of response (website users only) .............................. 41 Chart 41: Satisfaction with response (website users only).......................... 41 Chart 42: Timeliness of task completion (website users only) ..................... 42 Chart 43: Quality of the usage experience (website users only)................... 42 Chart 44: Perceived sense of security in usage (website users only) ............. 43 Chart 45: Brand preference creation (website users only) ......................... 43 Chart 46: Download time (website non users only) .................................. 50 Chart 47: Distinctive in identity (website non users only) .......................... 50 Chart 48: Presentation of the home page (website non users only) .............. 51 Chart 49: Presentation of the task page (website non users only) ................ 51 Chart 50: Aesthetics of text (website non users only) ............................... 52 Chart 51: Aesthetics of graphics (website non users only).......................... 52 Chart 52: User identification with the site (website non users only) ............. 53 Chart 53: Ease of comprehension (website non users only) ........................ 53 Chart 54: Relevance of content (website non users only) .......................... 54 Chart 55: Relative quality of content (website non users only).................... 54 Chart 56: Ease of locating task info (website non users only)...................... 55 Chart 57: Ease of conducting the task info (website non users only) ............. 55 Chart 58: Navigation flow between pages (website non users only) .............. 56 Chart 59: Navigation cues and helps (website non users only)..................... 56 81
    88. Chart 60: Error recovery (website non users only) ................................... 57 Chart 61: Appropriateness of the response (website non users only) ............. 57 Chart 62: Timeliness of response (website non users only)......................... 58 Chart 63: Satisfaction with response (website non users only) .................... 58 Chart 64: Timeliness of task completion (website non users only) ................ 59 Chart 65: Quality of usage experience (website non users only) .................. 59 Chart 66: Perceived sense of security in usage (website non users only) ........ 60 Chart 67: Brand preference creation (website non users only) .................... 60 Chart 68: Gender ........................................................................... 63 Chart 69: Age group........................................................................ 63 Chart 70: City class - by population size ............................................... 64 Chart 71: City class - by market size.................................................... 64 Chart 72: Region-wise break-ups ........................................................ 65 Chart 73: Socio economic classification................................................ 67 Chart 74: Highest education level ....................................................... 67 Chart 75: Current occupation ............................................................ 68 Chart 76: Monthly family income ........................................................ 69 Chart 77: Most expensive vehicle owned by the household ........................ 69 Chart 78: Ownership of credit cards (individually) ................................... 70 Chart 79: Experience in internet usage ................................................ 71 Chart 80: Place of internet access (multiple) ......................................... 71 82
    89. 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 10: Importance ranking of the key individual criteria (overall) ............ 27 Table 11: User friendliness index (WUF) - website users only...................... 28 Table 12: Friendly interface index (UFEX) - website users only ................... 28 Table 13: User friendly usage experience index (UZEX) - website users only ... 28 Table 14: Accessibility index (website users only) ................................... 29 Table 15: Appeal index (website users only) .......................................... 29 Table 16: Navigability index (website users only) .................................... 30 Table 17: Usage satisfaction index (website users only) ............................ 30 Table 18: Summary table (website users only)........................................ 32 Table 19: Importance ranking of the key individual criteria (website users only) ................................................................................................. 44 Table 20: User friendliness index (WUF - website non users only) ................ 45 Table 21: User friendly interface index (UFEX) - website non users only ........ 45 Table 22: User friendly usage experience index (UZEX) - website non users only ................................................................................................. 45 Table 23: Accessibility index (website non users only) .............................. 46 Table 24: Appeal index (website non users only)..................................... 46 Table 25: Navigability index (website non users only)............................... 47 Table 26: Usage satisfaction index (website non users only)....................... 47 Table 27: Summary table - website non users only .................................. 49 Table 28: Importance ranking of the key individual criteria (website non users only) .......................................................................................... 61 Table 25: Top 10 cities .................................................................... 65 Table 26: Preferred language of speaking - top 10 languages...................... 66 83
    90. Index: Segment Wise Tables Table 1: By gender breakup (overall)................................................... 73 Table 2: By gender breakup (website users only) .................................... 73 Table 3: By gender breakup (website non-users only) ............................... 73 Table 4: By age group (overall) .......................................................... 74 Table 5: By age group (website users only)............................................ 74 Table 6: By age group (website non-users only) ...................................... 74 Table 7: By socio economic classification (overall) .................................. 75 Table 8: By socio economic classification (website users only) .................... 75 Table 9: By socio economic classification (website non-users only) .............. 75 Table 10: By vehicle ownership (overall) .............................................. 76 Table 11: By vehicle ownership (website users only) ................................ 76 Table 12: By vehicle ownership (website non-users only) .......................... 76 Table 13: By region (overall) ............................................................. 77 Table 14: By region (website users only)............................................... 77 Table 15: By region (website non-users only) ......................................... 77 Table 16: By monthly household income (overall) ................................... 78 Table 17: By monthly household income (website users only) ..................... 78 Table 18: By monthly household income (website non-users only)................ 78 Table 19: Sample sizes by websites ...................................................... 80 84
    91. 85
    92. 86

    + JuxtConsult JuxtConsult , 8 months ago

    custom

    532 views, 0 favs, 0 embeds more stats

    The Website User Friendliness Financial Info Report more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 532
      • 532 on SlideShare
      • 0 from embeds
    • Comments 0
    • Favorites 0
    • Downloads 10
    Most viewed embeds

    more

    All embeds

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    more

    Looking for?

    -->
    Search
    RSS Feed
    What's new?

    © 2009 SlideShare Inc. All Rights Reserved