Website User Friendliness Q1 Online Shopping Report
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Website User Friendliness Q1 Online Shopping Report

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The Website User Friendliness Online Shopping 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 Online Shopping 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. The study is done among top five shopping websites .

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    Website User Friendliness Q1 Online Shopping Report Website User Friendliness Q1 Online Shopping Report Document Transcript

    • Website User Friendliness Study
    • Online Shopping Website User Friendliness Study Online Shopping Report Jan-Mar ‘08
    • Website User Friendliness Study © copyright JuxtConsult
    • Online Shopping
    • Website User Friendliness Study Table of content Introduction ................................................................... 1 Methodology .................................................................. 2 Category Websites Tested .................................................10 Findings: Website User Friendliness Aggregate Scores – Overall ................12 Website User Friendliness Sub Parameter Scores - Overall...........13 Website User Friendliness Perceptual Map – Overall ..................16 Average Ratings on the Individual Parameters - Overall..............17 Rating Dispersions by Individual Attributes .............................19 Relative Importance of the Individual Criteria .........................30 Website User Friendliness Aggregate Scores - Website Users Only..31 Website User Friendliness Sub Parameter Scores - Website Users Only ...........................................................................32 Website User Friendliness Perceptual Map – Website Users Only....35 Average Ratings on the Individual Parameters - Website Users Only .................................................................................35 Average Ratings on the Individual Parameters - Website Users Only .................................................................................36 Rating Dispersions by Individual Attributes .............................38 Relative Importance of the Individual Criteria .........................55 Website User Friendliness Aggregate Scores - Website Non Users Only ...........................................................................56 Website User Friendliness Sub Parameter Scores - Website Non Users Only ...........................................................................57 Website User Friendliness Perceptual Map – Website Non Users Only .................................................................................59 Average Ratings on the Individual Parameters - Website Non Users Only ...........................................................................60 Rating Dispersions by Individual Attributes .............................61 Relative Importance of the Individual Criteria .........................72 Respondent ProfileDemographic Profile .................................73 Demographic Profile ........................................................74 Socio Economic Profile .....................................................78 Economic Profile ............................................................80 Net Usage Dynamics ........................................................82 WUF Index Ranking of Websites by User Segments ....................83 Sample Sizes .................................................................90
    • Online Shopping
    • 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
    • Online Shopping 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 ‘generic’ parameters that required to be measured to make the model a fairly comprehensive one. The parameters related to ‘e- commerce’ or ‘transactions’ were not included in the ‘generic model’ 2
    • Website User Friendliness Study 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. The following graphics outline the precise ‘website user friendliness’ measuring and rating schema based on the 19 ‘generic’ parameters used in the JuxtConsult model and in bringing out these reports: © The Model The Website – User The User Friendliness Criteria The Measures 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
    • Online Shopping © 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
    • Website User Friendliness Study As shown in the schema, the 19 individual ‘generic’ 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). Additional ‘Shopping Index’ for E-Commerce Category Websites For websites which come under the e-commerce categories, offering online transactions, an additional ‘seventh’ group of user friendliness parameters have been added to the model. This set of critical measure has been classified as ‘Shopping Friendliness Index’ of the e-commerce websites. The shopping friendliness of an e-commerce website has been measured as a cumulative effect of the usage experience it delivers while a user ‘transacts’ on the website, takes ‘delivery’ of the product/service bought online and the satisfaction with the ‘refund’ in case a cancellation is made and refund sought. The following graphics outline the additional ‘shopping user friendliness’ index measuring and rating schema used in the JuxtConsult model for the e-commerce category websites: 5
    • Online Shopping © Shopping Friendliness Measuring Schema 1. Successful transaction completion 2. Ease of transacting 9. Display/ease of locating refund policy 3. Comprehension of charges and prices 10. Comprehension of refund policy 4. Adequacy of payment options 7. Timeliness of product/service delivery 11. Timeliness of refunds 5. Sense of security while transacting 8. Appropriateness of delivery as per 12. Adequacy of refund amount 6. Promptness of transaction confirmation specification Transacting on the site is easy, Delivery of product/service is Refund process is well understood smooth and secure efficient and adequate and smooth Delivery Experience Transaction Experience Refund Experience Delivery Friendliness Index Transaction Friendliness Index Refund Friendliness Index Shopping Friendliness Index Category Level Shopping User Friendliness Index (SUF) As shown in the schema, the 12 individual parameters that determine the overall ‘shopping friendliness’ of an e-commerce website have been clustered together into 3 ‘sub index’ measuring the ‘transaction’, ‘delivery’ and ‘refund’ usage experience of a website. Hereafter, these three sub indices are combined to arrive at the overall ‘shopping user friendliness’ (SUF) index of an e-commerce website. In case of e-commerce websites, the overall ‘website user friendliness’ (WUF) index is calculated and reported after incorporating the ‘shopping user friendliness’ (SUF) index parameters as well. That is, the WUF index of the e-commerce websites is calculated based on 31 parameters and not just on 19 ‘generic’ parameters. 6
    • Website User Friendliness Study The online survey To test and get the e-commerce websites rated on these 19 generic parameters and the 12 additional e-commerce related parameters 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 respondent gave only ‘part’ rating of the website. This meant that in practice we would have to 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: 1 The tasks that the respondents of the Shopping category were asked to perform were – 1) search for a mobile phone that you intend to buy in future, 2) search for a pearl neklace, and 3) search for apparel of your choice. 7
    • Online Shopping Table 1: Sample size by websites Sample Base Users Non-users Total Indiaplaza Home page 60 60 120 Task 60 60 120 Indiatimes Home page 60 60 120 Shopping Task 60 60 120 Rediff Shopping Home page 60 60 120 Task 60 60 120 Futurebazaar Home page 60 60 120 Task 60 60 120 Ebay 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 ‘generic’ 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 ‘generic’ 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 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. On the other hand, for all the 12 individual parameters on the ‘shopping friendliness’ index the feedback was taken from the respondents based on their ‘past usage’ of the website (therefore asked only to the ‘users’). This was done largely because it was completely impractical to ask the respondents to transact online ‘live’, nor was it possible to capture the ‘delivery’ and ‘refund’ feedback from them on 8
    • Website User Friendliness Study the ‘live’ basis. For these 12 ‘shopping related’ parameters again users’ gave the ratings directly, and all ratings were taken on a ‘5 point qualitative scale’. Eventually, all Index numbers (whether WUF or SUF) 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 and shopping 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 1,382 unduplicated and clean responses were collected from the online survey for the 5 websites being tested under the Online Shopping 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 1,208 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. 9
    • Online Shopping Category Websites Tested Indiaplaza (www.indiaplaza.com) Indiatimes Shopping (www.shopping.indiatimes.com) Rediff Shopping (www.shopping.rediff.com) Futurebazaar (www.futurebazaar.com) eBay (www.ebay.co.in) 10
    • Website User Friendliness Study Findings 11
    • Online Shopping Website User Friendliness Aggregate Scores – Overall Table 2: Website user friendliness index (WUF) - overall Brands WUF Index Relative Index Ebay 10.9 100% Rediff Shopping 9.8 90% Indiatimes Shopping 9.0 83% Futurebazaar 8.3 76% Indiaplaza 8.3 76% Base: 1,208 Table 3: Friendly interface index (UFEX) - overall Brands UFEX Index Relative Index Ebay 5.1 100% Rediff Shopping 4.5 88% Indiatimes Shopping 4.2 82% Indiaplaza 3.9 77% Futurebazaar 3.9 76% Base: 1,208 Table 4: User friendly usage experience index (UZEX) - overall Brands UZEX Index Relative Index Ebay 3.7 100% Rediff Shopping 3.3 90% Indiatimes Shopping 3.2 86% Futurebazaar 3.1 83% Indiaplaza 2.9 78% Base: 1,208 12
    • Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Overall Table 5: Accessibility index (overall) Brands Accessibility Index Relative Index Ebay 2.8 100% Rediff Shopping 2.4 88% Indiatimes Shopping 2.3 82% Indiaplaza 2.2 79% Futurebazaar 2.1 76% Base: 1,208 Table 6: Appeal index (overall) Brands Appeal Index Relative Index Ebay 2.3 100% Rediff Shopping 2.1 88% Indiatimes Shopping 1.9 81% Futurebazaar 1.8 77% Indiaplaza 1.8 76% Base: 1,208 Table 7: Navigability index (overall) Brands Navigability Index Relative Index Ebay 1.3 100% Futurebazaar 1.2 95% Rediff Shopping 1.2 92% Indiatimes Shopping 1.2 89% Indiaplaza 1.0 76% Base: 1,208 13
    • Online Shopping Table 8: Shopping friendliness index (overall) Brands SUF Index Relative Index Ebay 2.3 100% Indiaplaza 2.3 98% Rediff Shopping 2.1 90% Futurebazaar 1.7 72% Indiatimes Shopping 1.2 53% Base: 341 Table 9: Usage satisfaction index (overall) Brands Satisfaction Index Relative Index Ebay 2.4 100% Rediff Shopping 2.1 89% Indiatimes Shopping 2.0 84% Indiaplaza 1.9 80% Futurebazaar 1.8 76% Base: 1,208 Table 10: Transaction friendliness index (overall) Brands Transaction Index Relative Index Indiaplaza 0.8 100% Ebay 0.8 99% Rediff Shopping 0.7 93% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 14
    • Website User Friendliness Study Table 11: Delivery experience index (overall) Brands Delivery Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 95% Rediff Shopping 0.7 85% Futurebazaar 0.6 71% Indiatimes Shopping 0.4 52% Base: 341 Table 12: Refund experience index (overall) Brands Refund Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 99% Rediff Shopping 0.7 92% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 15
    • Online Shopping Website User Friendliness Perceptual Map – Overall Ease of Usage .3 Futurebazaar .2 .1 Transaction Experience Refund Experience Delivery Experience 0.0 Rediff Shopping Indiaplaza Design Appeal Easy of Access -.1 Attribute Usage Satisfaction Ebay Indiatimes Shopping -.2 -.6 -.4 -.2 -.0 .2 .4 .6 Brand 16
    • Website User Friendliness Study Average Ratings on the Individual Parameters - Overall Table 13: Summary table - overall Indiatimes Rediff Ratings (on a 5 point qualitative scale) Indiaplaza Shopping Shopping Futurebazaar Ebay Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.2 4.5 4.5 4.4 4.6 Accessibility Index 2.2 2.3 2.4 2.1 2.8 Distinctive in identity (branding) 3.1 3.3 3.3 3.3 3.5 Presentation layout of the home page 3.1 3.3 3.3 3.3 3.5 Presentation layout of the task page 3.9 4.4 4.5 4.4 4.3 Aesthetics of text on the homepage 2.7 2.6 2.6 2.7 2.8 Aesthetics of graphics on the homepage 4.3 3.8 4.1 4.4 4.3 User identification with the site 3.9 3.9 4.0 3.9 4.3 Ease of comprehension 4.3 4.3 4.3 4.2 4.5 Relevance of content 4.2 4.3 4.3 4.1 4.4 Relative quality of content 4.1 4.0 4.1 4.2 4.3 Appeal Index 1.8 1.9 2.1 1.8 2.3 Ease of locating task info 4.1 4.6 4.4 4.3 4.3 Ease of conducting the task 3.9 4.4 4.3 4.3 4.2 Navigation flow between pages 3.9 4.3 4.3 4.4 4.2 Navigational cues and helps 2.8 2.6 2.8 2.9 2.4 Error recovery 4.6 4.6 4.3 4.7 4.6 Appropriateness of response to queries 4.7 4.4 4.7 4.6 4.7 Timeliness of response to queries 4.5 4.3 4.4 4.6 4.2 Satisfaction with query resolution 4.6 4.3 4.5 4.5 4.2 Navigability Index 1.0 1.2 1.2 1.2 1.3 Timeliness of task completion 3.7 4.0 4.2 4.1 3.9 Quality of the usage experience 3.7 4.2 4.1 4.1 4.2 Perceived sense of security during usage 4.0 4.3 4.3 4.2 4.2 Creation of brand preference 4.4 4.5 4.4 4.4 4.3 Satisfaction Index 1.9 2.0 2.1 1.8 2.4 Successful transaction completion 4.3 4.3 4.0 4.4 3.5 Ease of transacting 4.5 4.3 4.5 4.5 4.4 Comprehension of charges and prices 4.3 4.5 4.5 4.6 4.8 Adequacy of payment options 4.4 4.0 4.6 4.7 4.5 Sense pf security while transacting 4.3 4.3 4.1 4.3 4.4 Promptness of transaction confirmation 4.3 4.4 4.1 4.6 4.5 Transaction Experience 0.6 0.8 0.8 0.4 0.7 17
    • Online Shopping Indiatimes Rediff Ratings (on a 5 point qualitative scale) Indiaplaza Futurebazaar Ebay Shopping Shopping Timeliness of product/service delivery 3.9 4.1 4.0 4.2 4.3 Appropriateness of delivery as per 4.6 4.5 3.9 4.8 4.6 specification Delivery Experience 0.8 0.4 0.7 0.6 0.8 Display/ease of locating refund policy 3.8 4.3 3.8 4.5 4.4 Comprehension of refund policy 4.3 4.4 3.9 4.2 4.4 Timeliness of refunds 4.0 4.3 2.5 4.7 4.7 Adequacy of refund amount 4.1 4.3 2.3 4.6 4.7 Refund Friendliness Index 0.8 0.4 0.7 0.6 0.8 UFEX Index 3.9 4.2 4.5 3.9 5.1 UZEX Index 2.9 3.2 3.3 3.1 3.7 Shopping Index 2.3 1.2 2.1 1.7 2.3 WUF Index 8.3 9.0 9.8 8.3 10.9 Base: 1,208 18
    • Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 1: Download time (overall) JFM '08 0% 1% 0% 1% 100% 4% Extremely slow 3% 0% 1% 3% 6% 1% 6% 7% 12% 7% 14% 14% 28% Fairly slow 75% 31% 56% Neither fast nor slow 50% 77% 75% 65% Reasonably fast 55% 25% 35% Adequately fast 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 2: Distinctive in identity (overall) JFM '08 1% 3% 3% Didn't notice the logo 100% 4% 6% 2% 4% at all'. 5% 2% 15% 8% 8% 15% 14% I had to search for the 75% 13% logo 24% 32% 42% 27% 17% I spotted it but only after a while 50% It was prominent and I spotted it easily 61% 52% 51% 51% 25% 43% . It was the first thing that I noticed on the page 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 19
    • Online Shopping Chart 3: Presentation of the home page (overall) JFM '08 0% 1% 0% 1% 100% 0% 0% Extremely haphazard 8% 1% 3% 8% and badly presented 9% 0% 24% 16% 17% 27% Fairly disorganized and 75% ill presented 34% 52% 39% 39% Just average in 50% organization and presentation 64% Fairly well organized 25% and presented 46% 38% 37% 37% Extremely well organized and neatly 0% presented Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 4: Presentation of the task page (overall) JFM '08 0% 0% 0% 0% 0% Extremely untidy and 4% 100% 0% 1% 2% cluttered 6% 9% 12% 6% 18% Fairly untidy 24% 31% 75% 32% 44% 27% Averagely presented 32% 50% Fairly well presented 59% 56% 53% 25% 49% 35% Very well presented 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 20
    • Website User Friendliness Study Chart 5: Aesthetics of text (overall) JFM '08 7% 100% 2% 4% 5% 8% 14% It has too little content 22% and looks empty 20% 21% 26% 75% It has too much text and looks cluttered 50% 85% 75% 74% 71% 68% 25% It has just the right amount of text and looks fine 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 6: Aesthetics of graphics (overall) JFM '08 100% 2% 6% 8% 1% 1 9% Neither engage me 25% 21% nor distract me 31% 75% 27% 33% Too many 50% 64% 58% 55% 41% 46% 25% Highly relevant and engaging 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 21
    • Online Shopping Chart 7: User identification with the site (overall) JFM '08 0% 0% 0% 100% 4% 5% Its just opposite of my 4% 6% 3% 14% 5% style and personality 12% 20% 19% 16% 16% I find it difficult to 75% relate to it 30% I can live with it 34% 41% 46% 50% 48% I can relate to it to some extent 53% 25% 36% 33% 29% It matches my style 26% and personality completely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 8: Ease of comprehension (overall) JFM '08 0% 0% 1% 2% 100% 2% Extremely difficult 2% 8% 3% 7% 10% 8% 12% 1% 4% 8% 19% Quite difficult 75% 34% 38% 37% 49% Neither easy nor 50% difficult 70% Reasonably easy 54% 25% 48% 46% 40% Extremely easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 22
    • Website User Friendliness Study Chart 9: Relevance of content (overall) JFM '08 0% 0% 2% 3% 2% 100% 0% 1% 1% 1% 3% 5% Almost irrelevant 1% 1 16% 10% 14% 75% Low relevance 40% 31% 48% 45% 52% Averagely relevant 50% Fairly relevant 52% 52% 25% 40% 39% 33% Highly relevant 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 Chart 10: Relative quality of content (overall) JFM '08 0% 0% 1% 0% 3% Significantly inferior 100% 2% 2% 3% 4% 1% than the other 9% 14% 1% 1 websites 16% 23% Somewhat inferior 75% than the other websites 45% 43% 52% 57% Same as offered by 37% the other websites 50% Somewhat better than the other websites 25% 43% 38% 35% 33% 29% Significantly better than the other websites 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 601 23
    • Online Shopping Chart 11: Ease of locating task info (overall) JFM '08 0% 1% 0% 1% 100% 5% 2% 1% 2% 2% Extremely difficult 5% 9% 15% 17% 20% 9% 29% Fairly difficult 75% 18% 29% 25% 28% Neither easy nor difficult 50% Fairly easy 65% 63% 53% 53% 50% 25% Very easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 12: Ease of conducting the task info (overall) JFM '08 1% 0% 0% 1% 100% 6% Faced lots of difficulty 3% 3% 5% 4% 6% 1% 1 14% 21% 21% 19% Faced some difficulty 75% 24% but was able to 26% complete the task 19% 21% Neither easy nor 30% difficult 50% Fairly easy with only 60% some minor irritants 57% 56% 53% 25% 39% Extremely easy and hassle-free 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 24
    • Website User Friendliness Study Chart 13: Navigation flow between pages (overall) JFM '08 1% 0% 1% 3% 100% Relevant page did not 0% 6% 1% 2% 2% open at all 12% 7% 17% 24% 15% 8% Faced lot of problems 75% 28% 25% 18% 28% 46% Neither freely nor with 50% difficulty More or less freely 58% 57% 54% 52% 25% 33% Completely freely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 14: Navigation cues and helps (overall) JFM '08 100% Had very few relevant instructions 27% 32% 38% 41% 44% Had a fair bit of 75% relevant instructions 7% 24% 8% Almost did not have 8% any relevant 50% 19% instructions Had most of the 31% 59% 46% relevant instructions 42% 25% 32% 12% Had all the relevant 6% instructions 5% 7% 2% 7% 3% 2% 1% 1% 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 25
    • Online Shopping Chart 15: Error recovery (overall) JFM '08 0% 2% 0% 2% 100% 2% 1% Couldn't resolve and 0% 1% 9% 5% 2% 7% failed to complete the 4% 0% task 8% 21% 27% 19% 20% Resolved with great 16% 75% difficulty Encountered but resolved with website 50% help instructions 75% 73% Encountered error but 71% 69% 67% resolved on my own 25% Did not encounter any error at all 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 16: Appropriateness of the response (overall) JFM '08 0% 0% 0% 1% There was no 3% 100% 0% 0% 1% 3% 2% 0% response at all 3% 6% 14% 16% 13% 25% 3% Received only auto- 29% 14% 75% reply, nothing thereafter They responded but did not resolve the 50% query 81% 81% Query was resolved 72% 69% 65% only partially 25% Query was resolved completely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 264 26
    • Website User Friendliness Study Chart 17: Timeliness of response (overall) JFM '08 0% 0% 0% 1% 3% 100% 0% 2% 4% 0% 4% 2% 7% Did not receive any 14% response at all 5% 4% 26% 39% 75% Fairly late 42% 22% 47% Neither promptly nor 50% late 68% More or less in time 60% 57% 53% 25% 40% Very promptly 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 264 Chart 18: Satisfaction with response (overall) JFM '08 0% 0% 0% 0% 1% 100% 0% 1% 1% 2% 3% Highly dissatisfied 1% 3% 15% 20% 4% 40% 36% Moderately 75% 44% 21% dissatisfied 35% Neither satisfied not 50% dissatisfied Moderately satisfied 60% 59% 59% 52% 25% 43% Highly satisfied 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 264 27
    • Online Shopping Chart 19: Timeliness of task completion (overall) JFM '08 0% 1% 1% 100% 4% 6% Took significantly 2% 15% longer than expected 15% 13% 20% 14% 12% 16% Took somewhat more 75% 24% 18% time than expected 23% 15% 24% 15% Completed in as much 50% time as expected 28% Completed marginally 55% 54% faster than expected 25% 48% 47% 32% Completed a lot faster than expected 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 Chart 20: Quality of usage experience (overall) JFM '08 0% 0% 1% 4% 100% 6% 2% 1% Downright painful 0% 8% 1% 1 9% 8% 22% 17% 16% Fairly troublesome 75% and irritating 46% 47% 32% Just about agreeable 41% 50% 49% Fairly pleasant and satisfactory 25% 43% 42% 40% 34% Extremely pleasant 21% and delightful 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 611 28
    • Website User Friendliness Study Chart 21: Perceived sense of security in usage (overall) JFM '08 1% 0% 0% 2% 2% 100% 1% 1% 1% Completely insecure 1% 3% 9% 12% 14% 16% 21% Fairly insecure 75% 38% 42% 33% 58% 36% Not sure if I can trust 50% the website Fairly secure 25% 48% 47% 44% 38% 32% Absolutely secure 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 1,208 Chart 22: Brand preference creation (overall) JFM '08 0% 0% 0% 1% 1% 100% 2% 1% Very unlikely to visit it 2% 3% 2% 4% 10% 1% 1 13% 12% Fairly unlikely to visit it 27% 75% 27% 39% 31% 38% Not sure, may or may 50% not visit it 62% Somewhat likely to 60% 54% 54% visit it 25% 46% Very likely to visit it 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 1,208 29
    • Online Shopping Relative Importance of the Individual Criteria Table 14: Importance ranking of the key individual criteria (overall) Indiatimes Rediff Overall- Brands Indiaplaza Futurebazaar Ebay Shopping Shopping Shopping Fastest to download 46% 53% 53% 41% 33% 45% Brand image in the market place 38% 35% 52% 37% 44% 41% Most responsive and prompt in customer 34% 38% 35% 50% 35% 38% service and support Best assures safety against frauds & 42% 35% 37% 34% 38% 37% misuse of personal details & financial info Simplest and most easy to understand 19% 26% 44% 36% 23% 30% language Gives best assurance on privacy of info 20% 40% 8% 28% 41% 27% provided Provide the best help 17% 16% 21% 18% 27% 20% Most neat looking design (aesthetics) 35% 18% 18% 8% 11% 18% Matches my personality and style the best 29% 12% 9% 9% 18% 16% Most logical structure and flow of info. / 5% 7% 7% 16% 26% 13% content Most consistent design, look & feel across 3% 11% 8% 22% 3% 9% the page Helps accomplish the task in least no. of 13% 9% 9% 4% 2% 7% clicks Base: 1,208 30
    • Website User Friendliness Study Website User Friendliness Aggregate Scores - Website Users Only Table 15: User friendliness index (WUF) - website users only Brands WUF Index Relative Index Ebay 7.0 100% Rediff Shopping 6.0 86% Indiaplaza 5.4 77% Futurebazaar 5.3 76% Indiatimes Shopping 4.8 69% Base: 524 Table 16: Friendly interface index (UFEX) - website users only Brands UFEX Index Relative Index Ebay 2.7 100% Rediff Shopping 2.2 82% Indiatimes Shopping 2.0 76% Futurebazaar 2.0 75% Indiaplaza 1.7 65% Base: 524 Table 17: User friendly usage experience index (UZEX) - website users only Brands UZEX Index Relative Index Ebay 2.0 100% Rediff Shopping 1.7 88% Futurebazaar 1.6 80% Indiatimes Shopping 1.6 79% Indiaplaza 1.3 68% Base: 524 31
    • Online Shopping Website User Friendliness Sub Parameter Scores - Website Users Only Table 18: Accessibility index (website users only) Brands Accessibility Index Relative Index Ebay 1.5 100% Rediff Shopping 1.2 81% Indiatimes Shopping 1.1 77% Futurebazaar 1.1 74% Indiaplaza 1.0 67% Base: 524 Table 19: Appeal index (website users only) Brands Appeal Index Relative Index Ebay 1.2 100% Rediff Shopping 1.0 83% Futurebazaar 0.9 77% Indiatimes Shopping 0.9 75% Indiaplaza 0.8 63% Base: 524 Table 20: Navigability index (website users only) Brands Navigability Index Relative Index Ebay 0.7 100% Rediff Shopping 0.7 94% Futurebazaar 0.7 91% Indiatimes Shopping 0.6 78% Indiaplaza 0.5 67% Base: 524 32
    • Website User Friendliness Study Table 21: Shopping friendliness index (website users only) Brands SUF Index Relative Index Ebay 2.3 100% Indiaplaza 2.3 98% Rediff Shopping 2.1 90% Futurebazaar 1.7 72% Indiatimes Shopping 1.2 53% Base: 341 Table 22: Usage satisfaction index (website users only) Brands Satisfaction Index Relative Index Ebay 1.3 100% Rediff Shopping 1.1 84% Indiatimes Shopping 1.0 80% Futurebazaar 0.9 75% Indiaplaza 0.9 68% Base: 524 Table 23: Transaction friendliness index (website users only) Brands Transaction Index Relative Index Indiaplaza 0.8 100% Ebay 0.8 99% Rediff Shopping 0.7 93% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 33
    • Online Shopping Table 24: Delivery experience index (website users only) Brands Delivery Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 95% Rediff Shopping 0.7 85% Futurebazaar 0.6 71% Indiatimes Shopping 0.4 52% Base: 341 Table 25: Refund experience index (website users only) Brands Refund Index Relative Index Ebay 0.8 100% Indiaplaza 0.8 99% Rediff Shopping 0.7 92% Futurebazaar 0.6 72% Indiatimes Shopping 0.4 53% Base: 341 34
    • Website User Friendliness Study Website User Friendliness Perceptual Map – Website Users Only .2 Easy of Access Usage Satisfaction Ebay .1 Indiatimes Shopping Delivery Experience Design Appeal Indiaplaza 0.0 Refund Experience Transaction Experience -.1 Rediff Shopping -.2 Futurebazaar -.3 Attribute Ease of Usage -.4 -.6 -.4 -.2 -.0 .2 .4 .6 Brand 35
    • Online Shopping Average Ratings on the Individual Parameters - Website Users Only Table 26: Summary table (website users only) Ratings (on a 5 point qualitative scale) Indiaplaza Indiatimes Shopping Rediff Shopping Futurebazaar Ebay Browser Compatibility 4.2 4.6 4.7 4.4 4.7 Download Time 4.2 4.6 4.7 4.4 4.7 Accessibility Index 1.0 1.1 1.2 1.1 1.5 Distinctive in identity (branding) 3.5 3.5 3.2 3.5 3.5 Presentation layout of the home page 3.5 3.5 3.2 3.5 3.5 Presentation layout of the task page 3.9 4.4 4.6 4.5 4.3 Aesthetics of text on the homepage 2.7 2.6 2.5 2.8 2.9 Aesthetics of graphics on the homepage 4.2 3.9 4.2 4.4 3.9 User identification with the site 3.7 3.8 4.1 4.0 4.1 Ease of comprehension 4.3 4.5 4.5 4.4 4.6 Relevance of content 4.4 4.3 4.4 4.2 4.4 Relative quality of content 4.0 4.1 4.2 4.4 4.6 Appeal Index 0.8 0.9 1.0 0.9 1.2 Ease of locating task info 4.1 4.5 4.7 4.2 4.2 Ease of conducting the task 4.3 4.4 4.5 4.3 4.2 Navigation flow between pages 4.0 4.1 4.3 4.3 4.1 Navigational cues and helps 3.3 2.4 2.8 2.8 2.4 Error recovery 4.5 4.4 4.7 4.6 4.8 Appropriateness of response to queries 4.7 4.1 4.7 4.7 4.8 Timeliness of response to queries 4.5 4.0 4.3 4.7 4.4 Satisfaction with query resolution 4.6 4.0 4.5 4.6 4.2 Navigability Index 0.5 0.6 0.7 0.7 0.7 Timeliness of task completion 3.9 4.3 4.7 3.8 3.8 Quality of the usage experience 3.8 4.3 4.4 4.2 4.3 Perceived sense of security during usage 4.0 4.3 4.5 4.3 4.2 Creation of brand preference 4.6 4.6 4.4 4.5 4.4 Satisfaction Index 0.9 1.0 1.1 0.9 1.3 Successful transaction completion 4.3 4.3 4.0 4.4 3.5 Ease of transacting 4.5 4.3 4.5 4.5 4.4 Comprehension of charges and prices 4.3 4.5 4.5 4.6 4.8 Adequacy of payment options 4.4 4.0 4.6 4.7 4.5 Sense pf security while transacting 4.3 4.3 4.1 4.3 4.4 Promptness of transaction confirmation 4.3 4.4 4.1 4.6 4.5 Transaction Experience Index 0.8 0.4 0.7 0.6 0.8 36
    • Website User Friendliness Study Indiatimes Rediff Ratings (on a 5 point qualitative scale) Indiaplaza Shopping Shopping Futurebazaar Ebay Timeliness of product/service delivery 3.9 4.1 4.0 4.2 4.3 Appropriateness of delivery as per specification 4.6 4.5 3.9 4.8 4.6 Delivery Experience Index 0.8 0.4 0.7 0.6 0.8 Display/ease of locating refund policy 3.8 4.3 3.8 4.5 4.4 Comprehension of refund policy 4.3 4.4 3.9 4.2 4.4 Timeliness of refunds 4.0 4.3 2.5 4.7 4.7 Adequacy of refund amount 4.1 4.3 2.3 4.6 4.7 Refund Friendliness Index 0.8 0.4 0.7 0.6 0.8 UFEX Index 1.7 2.0 2.2 2.0 2.7 UZEX Index 1.3 1.6 1.7 1.6 2.0 Shopping Index 2.3 1.2 2.1 1.7 2.3 WUF Index 5.4 4.8 6.0 5.3 7.0 Base: 524 37
    • Online Shopping Rating Dispersions by Individual Attributes Chart 23: Download time (website users only) JFM '08 1% 0% 0% 1% 0% 100% 5% 0% 0% 0% 3% 6% Extremely slow 6% 2% 8% 20% 14% 13% 30% 75% Fairly slow 19% 47% Neither fast nor slow 50% 81% 80% 65% Reasonably fast 60% 25% 39% Adequately fast 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 24: Distinctive in identity (website users only) JFM '08 1% 0% 1% 1% 3% 100% Didn't notice the logo 1% 0% 0% 1% 3% 4% at all'. 10% 1% 1 16% 16% I had to search for the 75% 17% 41% 28% 33% logo 34% I spotted it but only after a while 50% It was prominent and I 66% 61% spotted it easily 57% 53% 25% 44% It was the first thing that I noticed on the page 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 38
    • Website User Friendliness Study Chart 25: Presentation of the home page (website users only) JFM '08 0% 0% 1% 0% 2% 100% 0% 0% Extremely haphazard 8% 0% 7% 7% 8% and badly presented 0% 25% 25% 30% Fairly disorganized and 75% ill presented 63% 59% Just average in 38% 29% organization and 50% presentation Fairly well organized 63% and presented 25% 39% 34% 32% 30% Extremely well organized and neatly presented 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 26: Presentation of the task page (website users only) JFM '08 0% 0% 0% 0% 100% 0% 0% 5% 0% 0% 1% 3% Extremely untidy and 17% cluttered 10% 23% 37% 16% 75% 43% Fairly untidy 26% 26% Averagely presented 34% 50% Fairly well presented 63% 57% 53% 50% 25% 36% 3 Very well presented 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 39
    • Online Shopping Chart 27: Aesthetics of text (website users only) JFM '08 2% 100% 1% 5% 5% 13% 13% It has too little content 13% 19% and looks empty 36% 23% 75% It has too much text and looks cluttered 50% 86% 83% 77% 64% 62% 25% It has just the right amount of text and looks fine 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 28: Aesthetics of graphics (website users only) JFM '08 100% 1% 3% 4% 14% Neither engage me nor 20% distract me 27% 75% 36% 18% 50% 30% Too many 50% 60% 54% 38% 25% 37% 38% Highly relevant and engaging 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 40
    • Website User Friendliness Study Chart 29: User identification with the site (website users only) JFM '08 0% 0% 0% 3% Its just opposite of my 100% 0% 7% 6% 3% style and personality 4% 20% 26% 14% 22% 17% I find it difficult to 75% 16% relate to it 40% 38% I can live with it 37% 50% 33% 53% I can relate to it to some extent 25% 41% 36% 35% 32% It matches my style 18% and personality 0% completely Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 30: Ease of comprehension (website users only) JFM '08 0% 0% 0% 1% 0% 100% 4% Extremely difficult 3% 0% 4% 2% 0% 6% 10% 7% 1% 1 16% Quite difficult 34% 75% 33% 41% 33% Neither easy nor 50% difficult 73% Reasonably easy 60% 57% 52% 51% 25% Extremely easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 41
    • Online Shopping Chart 31: Relevance of content (website users only) JFM '08 0% 0% 1 0% 1% 0% 100% 1% % 0% 2% 2% 6% Almost irrelevant 1% 1 13% 18% 7% 75% Low relevance 49% 36% 27% 50% 49% 50% Averagely relevant 54% Fairly relevant 25% 50% 48% 38% 38% Highly relevant 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 32: Relative quality of content (website users only) JFM '08 1% 0% 0% 1% 0% 100% 0% 1% 1% Significantly inferior 3% 2% 5% 1% 1 5% than the other 16% websites 23% 27% Somewhat inferior 75% 38% than the other websites 56% 46% Same as offered by 49% 50% the other websites 67% Somewhat better than 54% the other websites 25% 35% 33% 26% Significantly better than the other 0% websites Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 42
    • Website User Friendliness Study Chart 33: Ease of locating task info (website users only) JFM '08 0% 0% 0% 0% 100% 0% 5% 0% 0% 3% Extremely difficult 7% 12% 25% 13% 22% 8% 3% 36% Fairly difficult 75% 17% 24% 27% Neither easy nor 50% difficult 80% Fairly easy 62% 60% 51% 25% 48% Very easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 34: Ease of conducting the task (website users only) JFM '08 0% 0% 0% Faced lots of difficulty 3% 100% 5% 2% 3% 3% 0% 3% 1% 1 9% 14% 18% 25% Faced some difficulty 75% 26% but was able to 24% complete the task 26% 21% 20% Neither easy nor difficult 50% Fairly easy with only 62% 61% some minor irritants 58% 55% 52% 25% Extremely easy and hassle-free 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 43
    • Online Shopping Chart 35: Navigation flow between pages (website users only) JFM '08 0% 0% 0% 1% 2% 100% 0% 1% 5% 3% Relevant page did not 16% 18% open at all 28% 26% 3% 29% 75% Faced lot of problems 15% 35% 40% 18% 18% Neither freely nor with 50% difficulty More or less freely 57% 51% 25% 48% 46% 40% Completely freely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 36: Navigation cues and helps (website users only) JFM '08 100% Had very few relevant instructions 23% 35% 39% 39% 51% Had a fair bit of 75% 1% 1 relevant instructions 3% 7% Almost did not have 28% 50% any relevant 37% 5% instructions Had most of the 47% 57% relevant instructions 38% 25% 32% 24% Had all the relevant 6% 0% 5% 8% instructions 6% 1% 1% 1% 0% 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 44
    • Website User Friendliness Study Chart 37: Error recovery (website users only) JFM '08 5% 0% 1% 0% 0% Couldn't resolve and 100% 0% 0% 0% 2% 4% 6% failed to complete the 0% 0% 9% task 18% 5% 15% 25% 33% Resolved with great 19% 75% difficulty Encountered but resolved with website 50% help instructions 79% 79% 69% 66% Encountered error but 64% resolved on my own 25% Did not encounter any error at all 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 38: Appropriateness of the response (website users only) JFM '08 0% There was no 0% 0% 0% 100% 0% 1% 5% 1% 1% 4% response at all 2% 0% 4% 1% 1 5% 24% 23% 21% Received only auto- 75% reply, nothing 4% thereafter 13% They responded but did not resolve the 50% query 87% 86% 75% 74% Query was resolved 59% only partially 25% Query was resolved completely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 140 45
    • Online Shopping Chart 39: Timeliness of response (website users only) JFM '08 0% 0% 0% 0% 100% 0% 0% 1% 5% Did not receive any 5% 7% 0% 0% 3% response at all 24% 18% 47% Fairly late 75% 5% 42% 49% 20% Neither promptly nor 50% late 75% More or less in time 53% 51% 25% 50% 46% Very promptly 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 140 Chart 40: Satisfaction with response (website users only) JFM '08 0% 0% 0% 0% 0% 100% 0% 0% 1% 3% 0% 0% Highly dissatisfied 4% 25% 25% 39% 43% 35% 75% Moderately 5% dissatisfied 17% 27% Neither satisfied not 50% dissatisfied 61% 58% 57% Moderately satisfied 54% 25% 46% Highly satisfied 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 140 46
    • Website User Friendliness Study Chart 41: Timeliness of task completion (website users only) JFM '08 0% 0% 1% 1% 1% 100% 1% 3% 6% Took significantly longer than expected 13% 22% 21% 26% 19% 75% Took somewhat more 13% 21% time than expected 14% 36% 23% 16% Completed in as much 50% 16% time as expected 75% Completed marginally 25% 48% faster than expected 43% 44% 42% Completed a lot faster 0% than expected Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 Chart 42: Quality of the usage experience (website users only) JFM '08 0% 0% 0% 1% 100% 5% 1% 1% 0% Downright painful 4% 3% 10% 10% 17% 16% 1% 75% Fairly troublesome and irritating 33% 58% 51% 45% 45% Just about agreeable 50% Fairly pleasant and 53% 25% satisfactory 38% 38% 37% 33% Extremely pleasant 0% and delightful Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 262 47
    • Online Shopping Chart 43: Perceived sense of security in usage (website users only) JFM '08 0% 0% 0% 0% 2% 100% 1% 0% 1% 0% Completely insecure 7% 7% 7% 1% 1 20% 24% 35% 75% Fairly insecure 48% 58% 33% 27% Not sure if I can trust 50% the website 58% Fairly secure 25% 46% 40% 40% 34% Absolutely secure 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 524 Chart 44: Brand preference creation (website users only) JFM '08 1% 0% 0% 0% 1% 100% 0% 0% 0% 2% 3% 1% Very unlikely to visit it 8% 10% 14% 10% 21% 16% 37% 75% Fairly unlikely to visit it 36% 29% Not sure, may or may 50% not visit it 71% 71% 60% Somewhat likely to 56% 54% 25% visit it Very likely to visit it 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 524 48
    • Website User Friendliness Study Chart 45: Complete the transaction on this website (website users only) JFM '08 1% 4% 3% 100% 5% 2% Very rarely 4% 5% 3% 7% 22% 0% 7% 15% 2% 29% 75% 25% Only some of the 13% times 50% 41% 50% 29% Fair number of times 61% 61% Most of the times 25% 41% 37% 35% Every time 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 Chart 46: Ease of transaction completion (website users only) JFM '08 1% 0% 0% 0% 1% 100% 0% 0% 1% 0% 4% 4% 4% Extremely difficult 8% 5% 6% 26% 40% 75% 48% Fairly difficult 40% 47% Neither easy not 50% difficult 66% 55% Fairly easy 51% 25% 49% 46% Extremely easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 49
    • Online Shopping Chart 47: Clarification regarding charges/payments (website users only) JFM '08 1% 0% 0% 0% 0% 100% 0% 0% 0% 0% 2% 0% 0% 1% Not explained clearly 6% 12% and adequately at all 18% 35% 46% 75% 28% Not explained very clearly and adequately 53% 50% Not sure if explained clearly and adequately 80% 64% 60% 54% Explained fairly clearly 25% 39% and adequately Explained very clearly 0% and adequately Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 Chart 48: Adequacy of payment options (website users only) JFM '08 1% 0% 0% 1% 100% 0% 5% 0% 0% Couldn't pay by any 2% 3% 4% 9% 0% option and cancelled 13% the transaction 1% 1 26% 17% 42% Forced to pay using an 75% unwanted option 49% 25% Couldn't choose my 50% preferred option but paid using another 79% 69% Limited options but I 55% 25% could still choose my 45% 45% preferred one Plenty of options 0% &amp Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 50
    • Website User Friendliness Study Chart 49: Online transaction security (website users only) JFM '08 1% 0% 0% 1% 100% 0% 1% Highly insecure 1% 6% 12% 6% 1% 4% 19% 6% 1% Moderately insecure 75% 50% 47% 23% 39% 27% Neither secure nor 50% insecure Moderately secure 59% 54% 25% 50% 47% 46% Highly secure 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 Chart 50: Promptness of transaction confirmation (website users only) JFM '08 1% 0% 0% 0% 0% Highly delayed 100% 0% 0% 1% 2% 5% 2% 5% 13% 6% 23% 17% Somewhat late 46% 75% 32% 57% 22% Just about in time 50% 71% Within a reasonable 57% 53% time limit 25% 49% 39% Very promptly 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 51
    • Online Shopping Chart 51: Promptness of delivery (website users only) JFM '08 1% 1% 0% 0% 0% 100% 0% 1% 2% 2% Highly delayed 4% 7% 6% 13% 23% 29% Somewhat late 75% 63% 59% 40% Just about in time 33% 50% 47% Within a reasonable time limit 25% 40% 36% 35% 33% 26% Highly promptly 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 Chart 52: Appropriateness of the delivered product (website users only) JFM '08 1% 0% 0% 2% 100% 0% 1% 3% Delivered in fairly 3% 2% 1% 12% 4% 7% bad/damaged 18% condition 1% 1% 27% 23% Delivered in less than 28% 75% adequate condition 54% Delivered in just about 50% acceptable condition 81% 70% 69% Delivered in fairly good 63% condition 25% 32% Delivered in perfect condition 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 52
    • Website User Friendliness Study Chart 53: Display of refund policy (website users only) JFM '08 1% 100% 4% 4% 4% I could not locate it at 5% 0% 8% 2% all despite searching 5% 5% 5% 10% extensively 9% I could locate it only 27% 24% 31% 75% 25% after great difficulty 24% and efforts I could locate it but had to search quite a 50% 27% 27% bit I could locate it fairly 65% 64% easily after looking for 58% 25% it 33% 34% Yes it was prominently displayed 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 Chart 54: Easy of comprehension of refund policy (website users only) JFM '08 0% 0% 1% 3% 3% 100% 1% I read it but didn't 2% 6% 7% 5% understand it at all 15% 5% 1% 1 17% 75% 21% I read it but was fairly 29% 44% confused 25% 35% 24% 50% I read it but understood only partially 58% 56% I read it and 25% 48% 44% 41% understood it fairly well I read it and 0% understood it Indiaplaza Indiatimes Rediff Futurebazaar Ebay completely Shopping Shopping Base: 341 53
    • Online Shopping Chart 55: Promptness in refund (website users only) JFM '08 0% 2% 100% 0% 6% 5% 9% 0% 1% 0% Didn't get a refund at 7% 0% all 8% 19% 26% 51% 75% 16% Highly delayed 59% Somewhat late 50% 4% 0% 77% 70% Within a reasonable 67% 30% time limit 25% 28% Very promptly 16% 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 Chart 56: Adequacy of refund amount (website users only) JFM '08 0% 2% 100% 0% 6% 0% 12% 0% 0% 0% 0% Didn't get the refund at 17% all 5% 0% 43% 1% 1 51% 75% Significantly lower than expected 68% Marginally lower than 50% expected 4% 81% 10% 72% As expected 57% 25% 33% More than expected 26% 3% 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 341 54
    • Website User Friendliness Study Relative Importance of the Individual Criteria Table 27: Importance ranking of the key individual criteria (website users only) Indiatimes Rediff Overall- Brands Indiaplaza Futurebazaar Ebay Shopping Shopping Shopping Fastest to download 47% 47% 55% 42% 33% 44% Most responsive and prompt in customer 35% 35% 46% 54% 36% 41% service and support Best assures safety against frauds & 40% 38% 28% 35% 50% 39% misuse of personal details & financial info Gives best assurance on privacy of info 18% 53% 5% 35% 60% 36% provided Brand image in the market place 33% 25% 44% 32% 34% 34% Simplest and most easy to understand 12% 24% 49% 47% 22% 31% language Provide the best help 20% 20% 24% 23% 24% 22% Matches my personality and style the best 42% 18% 10% 5% 17% 18% Most neat looking design (aesthetics) 16% 16% 14% 6% 9% 12% Most logical structure and flow of info. / 9% 5% 7% 14% 9% 9% content Helps accomplish the task in least no. of 23% 7% 12% 3% 3% 9% clicks Most consistent design, look & feel across 4% 12% 6% 4% 2% 5% the page Base: 524 55
    • Online Shopping Website User Friendliness Aggregate Scores - Website Non Users Only Table 28: User friendliness index (WUF) - website non users only Brands WUF Index Relative Index Ebay 4.1 100% Rediff Shopping 3.9 94% Indiaplaza 3.8 91% Indiatimes Shopping 3.7 90% Futurebazaar 3.3 81% Base: 684 Table 29: User friendly interface index (UFEX) - website non users only Brands UFEX Index Relative Index Ebay 2.4 100% Rediff Shopping 2.3 95% Indiaplaza 2.2 91% Indiatimes Shopping 2.1 88% Futurebazaar 1.9 77% Base: 684 Table 30: User friendly usage experience index (UZEX) - website non users only Brands UZEX Index Relative Index Ebay 1.7 100% Indiatimes Shopping 1.6 94% Rediff Shopping 1.6 93% Indiaplaza 1.5 91% Futurebazaar 1.5 86% Base: 684 56
    • Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Website Non Users Only Table 31: Accessibility index (website non users only) Brands Accessibility Index Relative Index Ebay 1.3 100% Rediff Shopping 1.2 95% Indiaplaza 1.2 93% Indiatimes Shopping 1.2 88% Futurebazaar 1.0 78% Base: 684 Table 32: Appeal index (website non users only) Brands Appeal Index Relative Index Ebay 1.1 100% Rediff Shopping 1.0 94% Indiaplaza 1.0 89% Indiatimes Shopping 1.0 88% Futurebazaar 0.9 77% Base: 684 57
    • Online Shopping Table 33: Navigability index (website non users only) Brands Navigability index Relative Index Indiatimes Shopping 0.6 100% Ebay 0.6 99% Futurebazaar 0.6 99% Rediff Shopping 0.5 89% Indiaplaza 0.5 85% Base: 684 Table 34: Usage satisfaction index (website non users only) Brands Satisfaction Index Relative Index Ebay 1.1 100% Rediff Shopping 1.1 94% Indiaplaza 1.0 93% Indiatimes Shopping 1.0 89% Futurebazaar 0.9 78% Base: 684 58
    • Website User Friendliness Study Website User Friendliness Perceptual Map – Website Non Users Only .2 Indiaplaza .1 Usage Satisfaction Easy of Access Futurebazaar 0.0 Ease of Usage Indiatimes Shopping Rediff Shopping Ebay -.1 Design Appeal Attribute -.2 -.3 -.2 -.1 -.0 .1 .2 .3 .4 Brand 59
    • Online Shopping Average Ratings on the Individual Parameters - Website Non Users Only Table 35: Summary table - website non users only Indiatimes Rediff Ratings (on a 5 point qualitative scale) Indiaplaza Shopping Shopping Futurebazaar Ebay Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.3 4.5 4.4 4.4 4.5 Accessibility Index 1.2 1.2 1.2 1.0 1.3 Distinctive in identity (branding) 2.7 3.2 3.3 3.2 3.5 Presentation layout of the home page 2.7 3.2 3.3 3.2 3.5 Presentation layout of the task page 3.9 4.5 4.4 4.3 4.4 Aesthetics of text on the homepage 2.7 2.6 2.7 2.6 2.8 Aesthetics of graphics on the homepage 4.5 3.8 4.1 4.5 4.7 User identification with the site 4.0 4.1 3.9 3.9 4.4 Ease of comprehension 4.2 4.1 4.1 4.0 4.5 Relevance of content 4.1 4.3 4.2 4.1 4.4 Relative quality of content 4.3 3.9 4.0 3.9 3.9 Appeal Index 1.0 1.0 1.0 0.9 1.1 Ease of locating task info 4.1 4.6 4.1 4.4 4.3 Ease of conducting the task 3.6 4.4 4.2 4.4 4.2 Navigation flow between pages 3.9 4.5 4.3 4.6 4.3 Navigational cues and helps 2.4 2.7 2.7 3.1 2.4 Error recovery 4.7 4.7 3.9 4.7 4.5 Appropriateness of response to queries 4.6 4.8 4.6 4.4 4.6 Timeliness of response to queries 4.5 4.7 4.6 4.5 3.9 Satisfaction with query resolution 4.5 4.7 4.6 4.3 4.2 Navigability Index 0.5 0.6 0.5 0.6 0.6 Timeliness of task completion 3.6 3.8 3.7 4.4 4.0 Quality of the usage experience 3.6 4.2 3.8 4.0 4.1 Perceived sense of security during usage 4.1 4.3 4.1 4.1 4.2 Creation of brand preference 4.4 4.4 4.3 4.3 4.2 Satisfaction Index 1.0 1.0 1.1 0.9 1.1 UFEX Index 2.2 2.1 2.3 1.9 2.4 UZEX Index 1.5 1.6 1.6 1.5 1.7 WUF Index 3.8 3.7 3.9 3.3 4.1 Base: 684 60
    • Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 57: Download time (website non users only) JFM '08 3% 0% 1% 0% 100% 1% 2% 3% Extremely slow 4% 8% 0% 4% 8% 1% 1 1% 7% 15% 25% 14% 75% Fairly slow 42% 64% 50% Neither fast nor slow 72% 70% 64% Reasonably fast 51% 25% 32% Adequately fast 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 Chart 58: Distinctive in identity (website non users only) JFM '08 0% Didn't notice the logo 3% 100% 6% 6% 3% at all'. 1% 1 7% 7% 3% 18% 6% 12% 13% I had to search for the 28% 75% logo 15% 22% 1% 1 36% I spotted it but only 43% after a while 50% 16% It was prominent and I 66% spotted it easily 56% 25% 43% 40% 31% It was the first thing that I noticed on the page 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 61
    • Online Shopping Chart 59: Presentation of the home page (website non users only) JFM '08 0% 0% 1% 0% Extremely haphazard 100% 0% 1% 1% 8% 5% and badly presented 9% 1% 1 0% 8% 7% 37% Fairly disorganized and 24% 75% ill presented 30% 45% 50% Just average in 19% organization and 50% presentation Fairly well organized 66% 57% and presented 25% 44% 42% 35% Extremely well organized and neatly 0% presented Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 Chart 60: Presentation of the task page (website non users only) JFM '08 0% 0% 0% 0% 1% 3% 100% 0% 0% 3% Extremely untidy and 2% 8% 10% cluttered 18% 12% 30% Fairly untidy 75% 37% 28% 26% 45% Averagely presented 50% 31% Fairly well presented 56% 56% 55% 25% 45% 34% Very well presented 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 62
    • Website User Friendliness Study Chart 61: Aesthetics of text (website non users only) JFM '08 100% 3% 3% 4% 6% 12% It has too little content 15% 19% and looks empty 25% 13% 26% 75% It has too much text 50% and looks cluttered 83% 77% 75% 72% 68% 25% It has just the right amount of text and looks fine 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 Chart 62: Aesthetics of graphics (website non users only) JFM '08 100% 3% 3% 5% 8% 13% 14% Neither engage me nor 16% distract me 16% 23% 75% 46% Too many 50% 79% 70% 68% 45% 25% 39% Highly relevant and engaging 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 63
    • Online Shopping Chart 63: User identification with the site (website non users only) JFM '08 0% 1% 0% Its just opposite of my 2% 100% 6% 5% 3% 7% style and personality 8% 7% 10% 20% 16% 15% 1% 1 I find it difficult to 75% 19% relate to it 37% I can live with it 44% 45% 54% 50% 65% I can relate to it to some extent 25% 41% 31% 30% 24% It matches my style and personality 0% completely Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 Chart 64: Ease of comprehension (website non users only) JFM '08 0% 0% 2% 2% 100% 0% 3% Extremely difficult 5% 1% 1 9% 8% 13% 2% 14% 6% 9% 22% Quite difficult 75% 33% 62% 34% 44% Neither easy nor 50% difficult 66% Reasonably easy 25% 49% 42% 37% 29% . Extremely easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 64
    • Website User Friendliness Study Chart 65: Relevance of content (website non users only) JFM '08 0% 0% 2% 100% 0% 4% 5% 2% Almost irrelevant 0% 1% 2% 1% 1 12% 8% 17% 10% 75% Low relevance 31% 33% 44% 56% 52% Averagely relevant 50% 58% Fairly relevant 25% 49% 42% 30% 30% Highly relevant 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 Chart 66: Relative quality of content (website non users only) JFM '08 Significantly inferior 0% 1% 0% 1% 100% 5% 2% 1% than the other 5% 6% 6% 2% websites 1% 1 13% 25% Somewhat inferior 31% than the other 75% websites 53% Same as offered by 58% the other websites 50% 27% 64% 48% Somewhat better than the other websites 25% 39% 35% 25% 25% Significantly better 17% than the other websites 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 339 65
    • Online Shopping Chart 67: Ease of locating task info (website non users only) JFM '08 0% 0% 0% 2% 2% 100% 2% 3% 0% Extremely difficult 3% 9% 5% 6% 14% 14% 24% 28% Fairly difficult 75% 36% 30% 30% 22% Neither easy nor 50% difficult 69% Fairly easy 57% 52% 25% 47% 45% Very easy 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 Chart 68: Ease of conducting the task info (website non users only) JFM '08 0% 0% 1% 0% Faced lots of difficulty 100% 7% 3% 4% 3% 8% 9% 13% 1% 1 16% 31% Faced some difficulty 75% but was able to 23% 25% 31% complete the task 23% 12% Neither easy nor difficult 50% 33% Fairly easy with only 59% some minor irritants 55% 54% 53% 25% 27% Extremely easy and hassle-free 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 66
    • Website User Friendliness Study Chart 69: Navigation flow between pages (website non users only) JFM '08 0% 1% 2% Relevant page did not 100% 2% 1% 6% 2% 10% open at all 8% 4% 0% 2% 0% 20% 12% 20% Faced lot of problems 31% 75% 39% 22% Neither freely nor with 50% 50% difficulty 72% More or less freely 59% 57% 53% 25% 28% Completely freely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 Chart 70: Navigation cues and helps (website non users only) JFM '08 Had very few relevant 100% instructions 23% 31% 37% 39% Had a fair bit of 48% 75% relevant instructions 10% 9% Almost did not have 1% 1 34% any relevant 50% 9% instructions 62% Had most of the 44% relevant instructions 45% 33% 25% 26% 3% 5% Had all the relevant 5% instructions 3% 5% 7% 6% 4% 2% 1% 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 67
    • Online Shopping Chart 71: Error recovery (website non users only) JFM '08 0% 0% 0% 3% 100% 0% 2% Couldn't resolve and 3% 2% 3% 3% 1% failed to complete the 18% 12% 7% task 20% 28% 0% 9% Resolved with great 19% 75% difficulty 17% Encountered but 50% resolved with website help instructions 87% 75% 69% 66% Encountered error but 55% resolved on my own 25% Did not encounter any error at all 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 Chart 72: Appropriateness of the response (website non users only) JFM '08 0% There was no 0% 0% 0% 0% 3% 100% 0% 0% 2% 0% 1% 0% response at all 0% 2% 16% 12% 24% Received only auto- 33% 32% reply, nothing 75% thereafter 38% They responded but did not resolve the query 50% 84% Query was resolved 72% only partially 67% 65% 25% 50% Query was resolved completely 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 124 68
    • Website User Friendliness Study Chart 73: Timeliness of response (website non users only) JFM '08 0% 0% 0% 0% 3% 3% 100% 0% 0% 0% 0% Did not receive any 4% 0% 12% response at all 10% 24% 13% 40% 39% Fairly late 25% 75% Neither promptly nor 44% 50% late 73% More or less in time 63% 60% 58% 25% 30% Very promptly 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 124 Chart 74: Satisfaction with response (website non users only) JFM '08 0% 0% 0% 0% 2% Highly dissatisfied 100% 0% 0% 0% 1% 1% 2% 3% 8% 1% 1 3% 27% 39% Moderately 42% 75% dissatisfied 47% 47% Neither satisfied not 50% dissatisfied 71% Moderately satisfied 60% 55% 25% 43% 40% Highly satisfied 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 124 69
    • Online Shopping Chart 75: Timeliness of task completion (website non users only) JFM '08 1% 1% 1% 100% 6% Took significantly 13% 8% 10% longer than expected 13% 1% 1 3% 22% 75% 22% Took somewhat more 13% 22% 33% time than expected 1% 1 14% 13% Completed in as much 50% 27% time as expected 32% 68% Completed marginally 50% 25% 49% faster than expected 35% 23% Completed a lot faster 0% than expected Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 Chart 76: Quality of usage experience (website non users only) JFM '08 0% 0% 2% 100% Downright painful 7% 7% 4% 2% 13% 0% 2% 1% 1 15% 28% 27% Fairly troublesome 23% 75% and irritating 45% 31% Just about agreeable 50% 37% 31% 52% Fairly pleasant and satisfactory 25% 47% 41% 34% 31% Extremely pleasant 12% and delightful 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 349 70
    • Website User Friendliness Study Chart 77: Perceived sense of security in usage (website non users only) JFM '08 1% 0% 1% 2% 100% 4% 1% 1% 3% 2% Completely insecure 2% 1% 1 14% 18% 1% 1 21% 75% Fairly insecure 33% 36% 58% 43% 40% Not sure if I can trust 50% the website Fairly secure 25% 50% 48% 37% 36% 29% Absolutely secure 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 684 Chart 78: Brand preference creation (website non users only) JFM '08 0% 0% 0% 2% 1% 100% 1% 3% 3% 3% 5% Very unlikely to visit it 13% 1% 1 7% 1% 1 14% 75% Fairly unlikely to visit it 32% 36% 26% 42% 49% Not sure, may or may 50% not visit it 55% Somewhat likely to 54% 51% 25% 47% visit it 36% Very likely to visit it 0% Indiaplaza Indiatimes Rediff Futurebazaar Ebay Shopping Shopping Base: 684 71
    • Online Shopping Relative Importance of the Individual Criteria Table 36: Importance ranking of the key individual criteria (website non users only) Indiatimes Rediff Overall- Brands Indiaplaza Futurebazaar Ebay Shopping Shopping Shopping Brand image in the market place 42% 44% 60% 41% 54% 49% Fastest to download 46% 59% 52% 39% 33% 46% Best assures safety against frauds & 44% 32% 45% 34% 24% 36% misuse of personal details & financial info Most responsive and prompt in customer 32% 41% 24% 45% 33% 35% service and support Simplest and most easy to understand 25% 29% 40% 23% 25% 29% language Most neat looking design (aesthetics) 51% 19% 21% 9% 12% 23% Gives best assurance on privacy of info 21% 27% 11% 20% 19% 19% provided Provide the best help 14% 11% 19% 13% 30% 18% Most logical structure and flow of info. / 2% 9% 6% 17% 45% 16% content Matches my personality and style the best 18% 7% 8% 13% 19% 13% Most consistent design, look & feel across 2% 9% 10% 41% 4% 12% the page Helps accomplish the task in least no. of 4% 12% 6% 5% 2% 5% clicks Base: 684 72
    • Website User Friendliness Study Respondent Profile 73
    • Online Shopping Demographic Profile Chart 79: Gender JFM '08 Male Female 100% 87% 80% 60% 40% 13% 20% 0% Overall-Shopping Base: 1,208 Chart 80: 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% 41% 40% 35% 20% 11% 9% 4% 0% Overall-Shopping Base: 1,208 74
    • Website User Friendliness Study Chart 81: City class - by population size Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs JFM '08 47% 40% 27% 20% 14% 13% 0% Overall-Shopping Base: 1,208 Chart 82: City class - by market size Metro Urban uptowns Emerging Towns Others JFM '08 50% 40% 40% 40% 30% 20% 11% 9% 10% 0% Overall-Shopping Base: 1,208 75
    • Online Shopping Table 37: Top 10 cities Cities All -Online Travel Bangalore 8% Mumbai 7% Chennai 6% Delhi 6% Hyderabad 5% Kolkata 4% Kochi 4% Pune 3% Tiruchirappalli 2% Thiruvananthapuram 2% Base: 1,208 Chart 83: Region-wise break-ups North East South West JFM '08 50% 41% 40% 25% 30% 24% 20% 10% 10% 0% Overall-Shopping Base: 1,208 76
    • Website User Friendliness Study Native language of respondents Table 38: Preferred language of speaking - top 10 languages Languages All -Online Travel English 62% Hindi 16% Tamil 3% Telugu 2% Gujarati 1% Malayalam 4% Marathi 4% Bengali 1% Kannada 1% Urdu 0.8% Base: 1,208 77
    • Online Shopping Socio Economic Profile Chart 84: Socio economic classification SEC-A SEC-B SEC-C SEC-D SEC-E JFM '08 40% 34% 30% 26% 23% 20% 12% 6% 10% 0% Overall-Shopping Base: 1,208 Chart 85: Highest education level Up to SSC/HSC College but not Graduate JFM '08 Graduate & above-general stream Graduate & above-professional 40% 36% 30% 23% 17% 17% 20% 10% 0% Overall-Shopping Base: 1,208 78
    • Website User Friendliness Study Chart 86: Current occupation Jr level salaried emp Sr level salaried emp Self Employed JFM '08 Businessmen Student Housewife Others 38% 40% 30% 16% 20% 17% 12% 10% 10% 4% 3% 0% Overall-Shopping Base: 1,208 79
    • Online Shopping Economic Profile Chart 87: Monthly family income JFM '08 Upto Rs. 10K 10-30K 30-50K Above 50K 47% 50% 37% 40% 30% 20% 8% 8% 10% 0% Overall-Shopping Base: 1,208 Chart 88: Most expensive vehicle owned by the household JFM '08 2 Wheeler 4 Wheeler Others Don't own a vehicle 50% 40% 30% 21% 20% 14% 14% 10% 0% Overall-Shopping Base: 1,160 80
    • Website User Friendliness Study Chart 89: Ownership of credit cards (individually) JFM '08 Don't own a credit card Own a Credit Card 60% 36% 40% 20% 0% Overall-Shopping Base: 1,208 81
    • Online Shopping Net Usage Dynamics Chart 90: Experience in internet usage Upto 1 year 1-2 years JFM '08 2-5 years Above 5 years 60% 39% 40% 23% 24% 20% 14% 0% Overall-Shopping Base: 1,208 Chart 91: Place of internet access (multiple) JFM '08 Home Place of work Cyber Cafe In-transit 80% 68% 60% 53% 40% 35% 20% 8% 0% Overall-Shopping Base: 1,208 82
    • Website User Friendliness Study WUF Index Ranking of Websites by User Segments 83
    • Table 1: By gender breakup (overall) Male Female Ebay Rediff Shopping Indiaplaza Futurebazaar Indiatimes Shopping Indiatimes Shopping Rediff Shopping Indiaplaza Futurebazaar Ebay Table 2: By gender breakup (website users only) Male Female Ebay Futurebazaar Indiatimes Shopping Rediff Shopping Indiaplaza Indiatimes Shopping Rediff Shopping Indiaplaza Futurebazaar Ebay Table 3: By gender breakup (website non-users only) Male Female Ebay Rediff Shopping Indiaplaza Futurebazaar Rediff Shopping Indiatimes Shopping Indiatimes Shopping Indiaplaza Futurebazaar Ebay 84
    • Table 4: By age group (overall) 13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years Futurebazaar Ebay Ebay Futurebazaar Indiaplaza Ebay Rediff Shopping Indiaplaza Rediff Shopping Rediff Shopping Futurebazaar Indiatimes Shopping Indiatimes Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Rediff Shopping Futurebazaar Indiaplaza Indiatimes Shopping Futurebazaar Indiatimes Shopping Indiatimes Shopping Rediff Shopping Ebay Futurebazaar Indiaplaza Ebay Ebay Indiaplaza 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 Futurebazaar Ebay Ebay Futurebazaar Rediff Shopping Ebay Ebay Indiatimes Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Futurebazaar Indiaplaza Indiaplaza Futurebazaar Rediff Shopping Futurebazaar Indiatimes Shopping Indiatimes Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Indiatimes Shopping Indiaplaza Rediff Shopping Futurebazaar Indiaplaza Ebay Ebay Rediff Shopping 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 Rediff Shopping Ebay Indiatimes Shopping Ebay Indiaplaza Ebay Indiatimes Shopping Rediff Shopping Ebay Indiaplaza Futurebazaar Rediff Shopping Indiaplaza Indiaplaza Indiaplaza Rediff Shopping Rediff Shopping Indiatimes Shopping Futurebazaar Indiatimes Shopping Futurebazaar Futurebazaar Indiatimes Shopping Futurebazaar Ebay Futurebazaar Rediff Shopping Indiatimes Shopping Ebay Indiaplaza 85
    • Table 7: By socio economic classification (overall) SEC-A SEC-B SEC-C SEC-D SEC-E Indiaplaza Rediff Shopping Ebay Ebay Rediff Shopping Futurebazaar Indiatimes Shopping Indiaplaza Indiaplaza Indiatimes Shopping Indiatimes Shopping Futurebazaar Indiatimes Shopping Rediff Shopping Futurebazaar Rediff Shopping Ebay Futurebazaar Indiatimes Shopping Ebay Ebay Indiaplaza Rediff Shopping Futurebazaar Indiaplaza Table 8: By socio economic classification (website users only) SEC-A SEC-B SEC-C SEC-D SEC-E Indiaplaza Rediff Shopping Ebay Ebay Indiatimes Shopping Futurebazaar Ebay Futurebazaar Rediff Shopping Rediff Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Indiaplaza Futurebazaar Indiatimes Shopping Futurebazaar Indiatimes Shopping Futurebazaar Ebay Ebay Indiaplaza Rediff Shopping Indiatimes Shopping Indiaplaza Table 9: By socio economic classification (website non-users only) SEC-A SEC-B SEC-C SEC-D SEC-E Indiatimes Shopping Indiatimes Shopping Indiaplaza Ebay Rediff Shopping Indiaplaza Futurebazaar Indiatimes Shopping Indiaplaza Futurebazaar Futurebazaar Rediff Shopping Rediff Shopping Rediff Shopping Ebay Ebay Ebay Ebay Indiatimes Shopping Indiatimes Shopping Rediff Shopping Indiaplaza Futurebazaar Futurebazaar Indiaplaza 86
    • Table 10: By vehicle ownership (overall) Two Wheeler 4 Wheeler Don’t Own Any Ebay Indiaplaza Futurebazaar Rediff Shopping Rediff Shopping Ebay Indiatimes Shopping Futurebazaar Rediff Shopping Futurebazaar Indiatimes Shopping Indiatimes Shopping Indiaplaza Ebay Indiaplaza Table 11: By vehicle ownership (website users only) Two Wheeler 4 Wheeler Don’t Own Any Ebay Indiaplaza Futurebazaar Rediff Shopping Futurebazaar Ebay Indiatimes Shopping Ebay Indiatimes Shopping Futurebazaar Indiatimes Shopping Rediff Shopping Indiaplaza Rediff Shopping Indiaplaza Table 12: By vehicle ownership (website non-users only) Two Wheeler 4 Wheeler Don’t Own Any Ebay Indiaplaza Rediff Shopping Indiatimes Shopping Rediff Shopping Futurebazaar Indiaplaza Indiatimes Shopping Ebay Rediff Shopping Futurebazaar Indiatimes Shopping Futurebazaar Ebay Indiaplaza 87
    • Table 13: By region (overall) North East South West Rediff Shopping Rediff Shopping Ebay Futurebazaar Indiatimes Shopping Ebay Indiaplaza Ebay Indiaplaza Indiatimes Shopping Indiatimes Shopping Rediff Shopping Futurebazaar Indiaplaza Rediff Shopping Indiatimes Shopping Ebay Futurebazaar Futurebazaar Indiaplaza Table 14: By region (website users only) North East South West Indiatimes Shopping Rediff Shopping Ebay Futurebazaar Futurebazaar Ebay Rediff Shopping Ebay Indiaplaza Indiatimes Shopping Indiaplaza Rediff Shopping Rediff Shopping Indiaplaza Indiatimes Shopping Indiatimes Shopping Ebay Futurebazaar Futurebazaar Indiaplaza Table 15: By region (website non-users only) North East South West Rediff Shopping Indiatimes Shopping Ebay Rediff Shopping Indiaplaza Rediff Shopping Indiaplaza Indiatimes Shopping Ebay Futurebazaar Futurebazaar Indiaplaza Indiatimes Shopping Ebay Indiatimes Shopping Futurebazaar Futurebazaar Indiaplaza Rediff Shopping Ebay 88
    • Table 16: By monthly household income (overall) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Indiaplaza Rediff Shopping Ebay Ebay Rediff Shopping Futurebazaar Indiaplaza Rediff Shopping Indiatimes Shopping Indiatimes Shopping Futurebazaar Indiatimes Shopping Ebay Ebay Rediff Shopping Indiaplaza Futurebazaar Indiaplaza Indiatimes Shopping Futurebazaar Table 17: By monthly household income (website users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Indiaplaza Futurebazaar Ebay Ebay Rediff Shopping Indiatimes Shopping Indiaplaza Indiatimes Shopping Indiatimes Shopping Ebay Rediff Shopping Rediff Shopping Ebay Rediff Shopping Futurebazaar Futurebazaar Futurebazaar Indiaplaza Indiatimes Shopping Indiaplaza Table 18: By monthly household income (website non-users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Ebay Rediff Shopping Ebay Rediff Shopping Indiatimes Shopping Futurebazaar Futurebazaar Indiatimes Shopping Rediff Shopping Ebay Indiaplaza Indiaplaza Indiaplaza Indiatimes Shopping Indiatimes Shopping Ebay Futurebazaar Indiaplaza Rediff Shopping Futurebazaar 89
    • Sample Sizes 90
    • Table 19: Sample sizes by websites Captured Data Usable Data User Non User Overall User Non User Overall Total Sample 616 766 1,382 524 684 1,208 Base Indiaplaza 127 133 260 102 121 223 Indiatimes 119 162 281 106 142 248 Shopping Rediff Shopping 111 160 271 88 143 231 Futurebazaar 131 155 286 112 134 246 Ebay 128 156 284 116 144 260 Brand Transaction Refund Indiaplaza 89 20 Indiatimes Shopping 59 11 Rediff Shopping 51 11 Futurebazaar 73 12 Ebay 69 12 Total Sample Base 341 66 Note- The sample sizes of various websites were equalized while calculating their website user friendliness index 91
    • Index: Charts Chart 1: Download time (overall) ....................................................... 19 Chart 2: Distinctive in identity (overall) ............................................... 19 Chart 3: Presentation of the home page (overall).................................... 20 Chart 4: Presentation of the task page (overall) ..................................... 20 Chart 5: Aesthetics of text (overall) .................................................... 21 Chart 6: Aesthetics of graphics (overall) ............................................... 21 Chart 7: User identification with the site (overall) .................................. 22 Chart 8: Ease of comprehension (overall).............................................. 22 Chart 9: Relevance of content (overall)................................................ 23 Chart 10: Relative quality of content (overall) ....................................... 23 Chart 11: Ease of locating task info (overall) ......................................... 24 Chart 12: Ease of conducting the task info (overall)................................. 24 Chart 13: Navigation flow between pages (overall) .................................. 25 Chart 14: Navigation cues and helps (overall) ........................................ 25 Chart 15: Error recovery (overall) ....................................................... 26 Chart 16: Appropriateness of the response (overall)................................. 26 Chart 17: Timeliness of response (overall) ............................................ 27 Chart 18: Satisfaction with response (overall) ........................................ 27 Chart 19: Timeliness of task completion (overall) ................................... 28 Chart 20: Quality of usage experience (overall) ...................................... 28 Chart 21: Perceived sense of security in usage (overall)............................ 29 Chart 22: Brand preference creation (overall) ........................................ 29 Chart 23: Download time (website users only)........................................ 38 Chart 24: Distinctive in identity (website users only) ............................... 38 Chart 25: Presentation of the home page (website users only) .................... 39 Chart 26: Presentation of the task page (website users only)...................... 39 Chart 27: Aesthetics of text (website users only) .................................... 40 Chart 28: Aesthetics of graphics (website users only) ............................... 40 Chart 29: User identification with the site (website users only) .................. 41 Chart 30: Ease of comprehension (website users only).............................. 41 Chart 31: Relevance of content (website users only) ................................ 42 Chart 33: Ease of locating task info (website users only) ........................... 43 Chart 34: Ease of conducting the task (website users only) ........................ 43 Chart 35: Navigation flow between pages (website users only) ................... 44 Chart 36: Navigation cues and helps (website users only) .......................... 44 Chart 37: Error recovery (website users only) ........................................ 45 Chart 38: Appropriateness of the response (website users only) .................. 45 Chart 39: Timeliness of response (website users only) .............................. 46 Chart 40: Satisfaction with response (website users only).......................... 46 Chart 41: Timeliness of task completion (website users only) ..................... 47 Chart 42: Quality of the usage experience (website users only)................... 47 Chart 43: Perceived sense of security in usage (website users only) ............. 48 Chart 44: Brand preference creation (website users only) ......................... 48 Chart 45: Complete the transaction on this website (website users only) ....... 49 Chart 46: Ease of transaction completion (website users only).................... 49 Chart 47: Clarification regarding charges/payments (website users only)....... 50 Chart 48: Adequacy of payment options (website users only) ..................... 50 Chart 49: Online transaction security (website users only)......................... 51 Chart 50: Promptness of transaction confirmation (website users only) ......... 51 Chart 51: Promptness of delivery (website users only) .............................. 52 Chart 52: Appropriateness of the delivered product (website users only) ....... 52 Chart 53: Display of refund policy (website users only) ............................. 53 Chart 54: Easy of comprehension of refund policy (website users only) ......... 53 Chart 55: Promptness in refund (website users only)................................ 54 Chart 56: Adequacy of refund amount (website users only)........................ 54 Chart 57: Download time (website non users only) .................................. 61 Chart 58: Distinctive in identity (website non users only) .......................... 61 Chart 59: Presentation of the home page (website non users only) .............. 62 Chart 60: Presentation of the task page (website non users only) ................ 62 92
    • Chart 61: Aesthetics of text (website non users only) ............................... 63 Chart 62: Aesthetics of graphics (website non users only).......................... 63 Chart 63: User identification with the site (website non users only) ............. 64 Chart 64: Ease of comprehension (website non users only) ........................ 64 Chart 65: Relevance of content (website non users only) .......................... 65 Chart 66: Relative quality of content (website non users only).................... 65 Chart 67: Ease of locating task info (website non users only)...................... 66 Chart 68: Ease of conducting the task info (website non users only) ............. 66 Chart 69: Navigation flow between pages (website non users only) .............. 67 Chart 70: Navigation cues and helps (website non users only)..................... 67 Chart 71: Error recovery (website non users only) ................................... 68 Chart 72: Appropriateness of the response (website non users only) ............. 68 Chart 73: Timeliness of response (website non users only)......................... 69 Chart 74: Satisfaction with response (website non users only) .................... 69 Chart 75: Timeliness of task completion (website non users only) ................ 70 Chart 76: Quality of usage experience (website non users only) .................. 70 Chart 77: Perceived sense of security in usage (website non users only) ........ 71 Chart 78: Brand preference creation (website non users only) .................... 71 Chart 79: Gender ........................................................................... 74 Chart 80: Age group........................................................................ 74 Chart 81: City class - by population size ............................................... 75 Chart 82: City class - by market size.................................................... 75 Chart 83: Region-wise break-ups ........................................................ 76 Chart 84: Socio economic classification................................................ 78 Chart 85: Highest education level ....................................................... 78 Chart 86: Current occupation ............................................................ 79 Chart 87: Monthly family income ........................................................ 80 Chart 88: Most expensive vehicle owned by the household ........................ 80 Chart 89: Ownership of credit cards (individually) ................................... 81 Chart 90: Experience in internet usage ................................................ 82 Chart 91: Place of internet access (multiple) ......................................... 82 93
    • Index: Tables Table 1: Sample size by websites ........................................................ 8 Table 2: Website user friendliness index (WUF) - overall ........................... 12 Table 3: Friendly interface index (UFEX) - overall ................................... 12 Table 4: User friendly usage experience index (UZEX) - overall ................... 12 Table 5: Accessibility index (overall) ................................................... 13 Table 6: Appeal index (overall) .......................................................... 13 Table 7: Navigability index (overall).................................................... 13 Table 8: Shopping friendliness index (overall) ........................................ 14 Table 9: Usage satisfaction index (overall) ............................................ 14 Table 10: Transaction friendliness index (overall) ................................... 14 Table 11: Delivery experience index (overall) ........................................ 15 Table 12: Refund experience index (overall).......................................... 15 Table 13: Summary table - overall ...................................................... 17 Table 14: Importance ranking of the key individual criteria (overall) ............ 30 Table 15: User friendliness index (WUF) - website users only...................... 31 Table 16: Friendly interface index (UFEX) - website users only ................... 31 Table 17: User friendly usage experience index (UZEX) - website users only ... 31 Table 18: Accessibility index (website users only) ................................... 32 Table 19: Appeal index (website users only) .......................................... 32 Table 20: Navigability index (website users only) .................................... 32 Table 21: Shopping friendliness index (website users only) ........................ 33 Table 22: Usage satisfaction index (website users only) ............................ 33 Table 23: Transaction friendliness index (website users only) ..................... 33 Table 24: Delivery experience index (website users only) .......................... 34 Table 25: Refund experience index (website users only) ........................... 34 Table 26: Summary table (website users only)........................................ 36 Table 27: Importance ranking of the key individual criteria (website users only) ................................................................................................. 55 Table 28: User friendliness index (WUF) - website non users only ................ 56 Table 29: User friendly interface index (UFEX) - website non users only ........ 56 Table 30: User friendly usage experience index (UZEX) - website non users only ................................................................................................. 56 Table 31: Accessibility index (website non users only) .............................. 57 Table 32: Appeal index (website non users only)..................................... 57 Table 33: Navigability index (website non users only)............................... 58 Table 34: Usage satisfaction index (website non users only)....................... 58 Table 35: Summary table - website non users only .................................. 60 Table 36: Importance ranking of the key individual criteria (website non users only) .......................................................................................... 72 Table 37: Top 10 cities .................................................................... 76 Table 38: Preferred language of speaking - top 10 languages...................... 77 94
    • Index: Segment Wise Tables Table 1: By gender breakup (Overall) .................................................. 84 Table 2: By gender breakup (Website Users Only) ................................... 84 Table 3: By gender breakup (Website Non-Users Only).............................. 84 Table 4: By age group (Overall).......................................................... 85 Table 5: By age group (Website Users Only)........................................... 85 Table 6: By age group (Website Non-Users Only) ..................................... 85 Table 7: By socio economic classification (Overall).................................. 86 Table 8: By socio economic classification (Website Users Only) ................... 86 Table 9: By socio economic classification (Website Non-Users Only) ............. 86 Table 10: By vehicle ownership (Overall) .............................................. 87 Table 11: By vehicle ownership (Website Users Only) ............................... 87 Table 12: By vehicle ownership (Website Non-Users Only) ......................... 87 Table 13: By region (Overall)............................................................. 88 Table 14: By region (Website Users Only).............................................. 88 Table 15: By region (Website Non-Users Only) ........................................ 88 Table 16: By monthly household income (Overall) ................................... 89 Table 17: By monthly household income (Website Users Only) .................... 89 Table 18: By monthly household income (Website Non-Users Only) .............. 89 Table 19: Sample sizes by websites ..................................................... 91 95
    • 96
    • 97