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Website User Friendliness Q1 Travel Report

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    Website User Friendliness Q1 Travel Report - Presentation Transcript

    1. Website User Friendliness Study
    2. Travel Portal Website User Friendliness Study Travel Portal Report Jan-Mar ‘08
    3. Website User Friendliness Study © copyright JuxtConsult
    4. Travel Portal
    5. 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 .................. 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 ........ 34 Average Ratings on the Individual Parameters - Website Users Only ... 34 Average Ratings on the Individual Parameters - Website Users Only ... 35 Rating Dispersions by Individual Attributes .................................. 37 Relative Importance of the Individual Criteria.............................. 54 Website User Friendliness Aggregate Scores - Website Non Users Only 55 Website User Friendliness Sub Parameter Scores - Website Non Users Only ................................................................................. 56 Website User Friendliness Perceptual Map – Website Non Users Only .. 58 Average Ratings on the Individual Parameters - Website Non Users Only ....................................................................................... 58 Average Ratings on the Individual Parameters - Website Non Users Only ....................................................................................... 59 Rating Dispersions by Individual Attributes .................................. 60 Relative Importance of the Individual Criteria.............................. 71 Demographic Profile ............................................................. 73 Socio Economic Profile .......................................................... 77 Economic Profile.................................................................. 79 Net Usage Dynamics.............................................................. 81 WUF Index Ranking of Websites by User Segments......................... 82 Sample Sizes....................................................................... 89
    6. Travel Portal
    7. Website User Friendliness Study Introduction Internet users rarely bother to complain about the poor quality or experience of a website. They just ‘switch’ to an alternative website. Yet most websites do little to track their user’s experience and perceptions about their websites on various critical parameters - be it the appeal of their user interface, ease of navigation and task completion, or the satisfaction derived from the actual usage experience. To precisely fill this gap JuxtConsult has introduced its ‘Website User Friendliness’ syndicated study. The study helps the online players measure, quantify and benchmark the ‘user friendliness’ and ‘usage satisfaction’ of their website vis-à-vis the key competing websites. The study is unique in its methodology as it takes the concept of ‘usability testing’ of a website online – it makes the users use a website and give the feedback on its usage experience in ‘live’ online environment. The user feedback is real time and based on actual usage of the website. In order to define and measure what really makes a website ‘user- friendly’, we looked at a simple and interesting parallel of what makes a person seem ‘friendly’. In human interaction, we identify someone as ‘friendly’ only when that person firstly ‘looks’ friendly to us and then ‘behaves’ friendly towards us. When it comes to our interaction with websites, our expectations and behaviors are no different. We identify or treat a website as ‘friendly’ only when it both looks pleasant and acceptable to us and is easy and convenient to use. That is, A User friendly website Looks friendly + Behaves friendly To ‘look’ friendly, a website must be identifiable, appealing, relevant, and pleasant in its appearance. On the other hand, to ‘behave’ friendly a website must enable the task a user has come to perform on the website in a convenient, smooth, orderly and satisfactory manner. Accordingly, this study interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well as its usability factors. 1
    8. Travel Portal Methodology The JuxtConsult ‘Website User Friendliness’ Model Any comprehensive measure of ‘user-friendliness’ of a website must cover all key aspects that determine its ‘user-interface’ (looking friendly) as well as its ‘usage experience’ (behaving friendly). At a broad level, we at JuxtConsult defined these key aspects as follows: User Interface (look friendly) Usage Experience (behave friendly) Visually appealing Easy to access Distinctly identifiable Easy to locate relevant information Organized interface Easy to comprehend information Relevant content Easy to navigate and conduct a task Better quality of content Offer relevant and adequate solutions Facilitate satisfactory completion of task Consistent in performance Highly interactive and responsive In order to identify the precise and measurable attributes under each of these aspects, we carefully mapped the typical flow of the ‘interaction’ a user usually has with a website. In doing so we identified 6 typical stages of interaction a user has with a website (and therefore, 6 critical aspects that need to be measured to arrive at any comprehensive evaluation of ‘user-friendliness’ of a website): The user accesses the website (Accessibility) Finds the website appealing (Likeability) Finds the content relevant (Relatability) Is able to smoothly navigate on the website (Navigability) Finds the website responsive when needs assistance/help (Interactivity) Is able to complete the task/purpose for which he/she visited the website in the first place (Task accomplishment) Digging a little deeper in these 6 critical areas we identified 19 individual ‘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
    9. 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
    10. Travel Portal © User Friendliness Measuring Schema 3. Distinctive in identity (branding) 4. Presentation of content (layout) 10. Ease of locating task info 5. Aesthetics (color, text, graphics) 11. Ease of conducting the task 6. User identification with the site 12. Navigation flow between pages 16. Timeliness of task completion 7. Ease of comprehension 13. Navigational cues and helps 17. Quality of usage experience 1. Browser Compatibility 8. Relevance of content 14. Error recovery 18. Perceived sense of security in usage 2. Download Time 9. Relative quality of content 15. Customer responsiveness 19. Brand preference creation Site is likeable and relevant Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment Design Appeal Ease of Access Ease of Usage Usage Satisfaction Appeal Index Accessibility Index Navigability Index Satisfaction Index User Friendly Experience User Friendly Interface User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX) Website User Friendliness Category Level Website User Friendliness Index (WUF) 4
    11. Website User Friendliness Study As shown in the schema, the 19 individual ‘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
    12. Travel Portal © 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
    13. 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 Travel category were asked to perform were – 1) search for an air ticket from Delhi to Jaipur, 2) search for a 3-star hotel in Jaipur, and 3) search for a tour package from Delhi to Rajasthan. 7
    14. Travel Portal Table 1: Sample size by websites Sample Base Users Non-users Total Makemytrip Home page 60 60 120 Task 60 60 120 Yatra Home page 60 60 120 Task 60 60 120 Cleartrip Home page 60 60 120 Task 60 60 120 Travelguru Home page 60 60 120 Task 60 60 120 Indiatimes Home page 60 60 120 Travel 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
    15. 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 1,430 unduplicated and clean responses were collected from the online survey for the 5 websites being tested under the Travel Portal category (in about 3 weeks of time for which the survey was ‘live’ online). After further cleaning of the data for the actual time spent on surfing the homepage/completing the task on the websites 1,309 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
    16. Travel Portal Category Websites Tested Travelguru (www.travelguru.com) Cleartrip (www.cleartrip.com) Indiatimes Travel (www.travel.indiatimes.com) Yatra (www.yatra.com) Makemytrip (www.makemytrip.com) 10
    17. Website User Friendliness Study Findings 11
    18. Travel Portal Website User Friendliness Aggregate Scores- Overall Table 2: Website user friendliness index (WUF) - overall Brands WUF Index Relative Index Cleartrip 10.4 100% Makemytrip 8.9 85% Yatra 8.2 79% Travelguru 7.6 74% Indiatimes Travel 7.0 67% Base: 1,309 Table 3: User friendly interface index (UFEX) - overall Brands UFEX Index Relative Index Cleartrip 4.7 100% Makemytrip 4.4 94% Yatra 3.9 85% Travelguru 3.8 82% Indiatimes Travel 3.7 79% Base: 1,309 Table 4: User Friendly usage experience index (UZEX) - overall Brands UZEX Index Relative Index Cleartrip 3.7 100% Makemytrip 3.1 85% Travelguru 3.1 85% Yatra 3.1 84% Indiatimes Travel 2.7 72% Base: 1,309 Table 5: Shopping friendliness index - overall Brands SUF Index Relative Index Yatra 2.7 100% Cleartrip 2.8 79% Indiatimes Travel 1.8 67% Makemytrip 1.7 61% Travelguru 1.6 58% Base: 701 12
    19. Website User Friendliness Study Website User Friendliness Sub Parameter Scores - Overall Table 6: Accessibility index (overall) Brands Accessibility Index Relative Index Cleartrip 2.9 100% Makemytrip 2.4 93% Yatra 2.2 85% Travelguru 2.2 84% Indiatimes Travel 2.1 80% Base: 1,309 Table 7: Appeal index (overall) Brands Appeal Index Relative Index Cleartrip 2.1 100% Makemytrip 2.0 95% Yatra 1.8 84% Travelguru 1.7 80% Indiatimes Travel 1.6 78% Base: 1,309 13
    20. Travel Portal Table 8: Shopping friendliness index (overall) Brands SUF Index Relative Index Yatra 1.7 100% Cleartrip 1.5 86% Travelguru 1.0 57% Indiatimes Travel 0.9 50% Makemytrip 0.8 48% Base: 379 Table 9: Navigability index (overall) Brands Navigability Index Relative Index Cleartrip 1.4 100% Travelguru 1.3 89% Yatra 1.1 75% Makemytrip 1.0 73% Indiatimes Travel 0.9 62% Base: 1,309 Table 10: Usage satisfaction index (overall) Brands Satisfaction Index Relative Index Cleartrip 2.3 100% Makemytrip 2.1 93% Yatra 2.0 89% Travelguru 1.9 82% Indiatimes Travel 1.8 78% Base: 1,309 14
    21. Website User Friendliness Study Table 11: Transaction friendliness index (overall) Brands Satisfaction Index Relative Index Yatra 0.9 100% Cleartrip 0.7 86% Travelguru 0.5 57% Indiatimes Travel 0.4 50% Makemytrip 0.4 49% Base: 379 Table 12: Delivery experience index (overall) Brands Satisfaction Index Relative Index Yatra 0.9 100% Cleartrip 0.8 90% Travelguru 0.5 59% Indiatimes Travel 0.5 52% Makemytrip 0.4 50% Base: 379 Table 13: Refund friendliness index (overall) Brands Satisfaction Index Relative Index Yatra 0.8 100% Cleartrip 0.7 87% Travelguru 0.5 57% Indiatimes Travel 0.4 51% Makemytrip 0.4 47% Base: 379 15
    22. Travel Portal Website User Friendliness Perceptual Map – Overall .5 Ease of Usage .4 .3 Travelguru .2 .1 Cleartrip Delivery Experience -.0 Refund Experience Transaction Experience -.1 Ease of Access Usage Satisfaction Design Appeal Attribute -.2 Yatra Indiatimes Travel -.3 Makemytrip -.6 -.4 -.2 -.0 .2 .4 .6 .8 Brand 16
    23. Website User Friendliness Study Average Ratings on the Individual Parameters - Overall Table 14: Summary table - overall Ratings (on a 5 point qualitative scale) Travelguru Cleartrip Indiatimes Travel Yatra Makemytrip Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.6 4.3 4.4 4.3 4.2 Accessibility Index 2.2 2.6 2.1 2.2 2.4 Distinctive in identity (branding) 3.4 3.2 3.2 3.1 3.3 Presentation layout of the home page 3.4 3.2 3.2 3.1 3.3 Presentation layout of the task page 4.1 4.2 4.3 4.2 4.5 Aesthetics of text on the homepage 2.6 2.9 2.7 2.7 2.7 Aesthetics of graphics on the homepage 3.4 3.6 3.1 3.2 3.5 User identification with the site 3.9 3.8 4.1 4.0 3.9 Ease of comprehension 4.1 4.5 4.3 4.1 4.2 Relevance of content 4.2 4.1 4.0 4.3 4.2 Relative quality of content 4.3 4.5 4.2 4.3 4.2 Appeal Index 1.7 2.1 1.6 1.7 2.0 Ease of locating task info 4.2 4.7 4.2 4.3 4.1 Ease of conducting the task 4.2 4.4 4.0 4.2 4.1 Navigation flow between pages 4.4 4.2 4.2 4.4 4.2 Navigational cues and helps 2.7 2.4 2.4 2.9 2.8 Error recovery 4.6 4.3 4.2 4.7 4.1 Appropriateness of response to queries 4.7 4.8 4.4 4.6 4.7 Timeliness of response to queries 4.4 4.6 4.3 4.5 4.5 Satisfaction with query resolution 4.5 4.7 4.2 4.5 4.3 Navigability Index 1.3 1.4 0.9 1.1 1.0 Timeliness of task completion 3.8 4.1 3.9 4.3 4.1 Quality of the usage experience 4.1 3.7 4.0 4.3 4.0 Perceived sense of security during usage 4.2 4.2 4.1 4.4 4.3 Creation of brand preference 4.4 4.3 4.3 4.6 4.3 Satisfaction Index 1.9 2.3 1.8 2.0 2.1 Successful transaction completion 3.6 3.9 3.9 4.4 4.6 Ease of transacting 4.2 3.8 4.3 4.3 4.5 Comprehension of charges and prices 4.1 3.7 4.2 4.6 4.6 Adequacy of payment options 4.2 3.8 4.4 4.7 4.4 Sense of security while transacting 4.2 3.8 4.1 4.6 4.5 Promptness of transaction confirmation 4.4 4.2 4.3 4.7 4.5 Transaction Experience 0.5 0.7 0.4 0.9 0.4 17
    24. Travel Portal Ratings (on a 5 point qualitative scale) Travelguru Cleartrip Indiatimes Travel Yatra Makemytrip Timeliness of product/service delivery 4.3 4.1 4.3 4.4 4.4 Appropriateness of delivery as per specification 4.4 4.0 4.4 4.6 4.7 Delivery Experience 0.5 0.8 0.5 0.9 0.4 Display/ease of locating refund policy 3.9 4.2 4.0 4.2 4.3 Comprehension of refund policy 3.9 3.6 4.1 4.5 4.3 Timeliness of refunds 4.2 3.6 4.5 4.7 4.6 Adequacy of refund amount 4.0 3.7 4.0 4.6 3.6 Refund Experience 0.5 0.7 0.4 0.8 0.4 UFEX Index 3.8 4.7 3.7 3.9 4.4 UZEX Index 3.1 3.7 2.7 3.1 3.1 Shopping Index 1.0 1.5 0.9 1.7 0.8 WUF Index 8.2 10.4 7.0 7.6 8.9 Base: 1,309 Note – Individual ratings are based on a 5 point qualitative scale. For each parameter respondents were asked to choose 1 out of the 5 mentioned statements, which ranged from the most positive statement to the most negative statement. Index numbers are derived numbers from the ratings, with each level index having its own calculated scale and not adhering to any standard numeric scale. 18
    25. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 1: Download time (overall) JFM '08 Extremely slow 1% 0% 1% 4% 100% 1% 0% 7% 8% 13% 6% 1% 23% 1% 8% 12% 22% Fairly slow 75% 15% 26% 23% 32% 50% Neither fast nor slow 69% 67% 60% 54% 25% 49% Reasonably fast 0% Adequately fast Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 652 Chart 2: Distinctive in identity (overall) JFM '08 Didn't no tice the lo go 2% 3% 100% 4% at all 7% 11% 4% 8% 7% 17% 2% 7% 7% 10% 24% 4% I had to search fo r the 75% lo go 23% 27% 36% 28% 32% 50% I spo tted it but o nly after a while 55% 52% 25% 49% 46% 38% It was pro minent and I spo tted it easily 0% It was the first thing Travelguru Cleartrip Indiatimes Yatra Makemytrip that I no ticed o n the Travel page Base: 652 19
    26. Travel Portal Chart 3: Presentation of the home page (overall) JFM '08 Extremely haphazard 0% 0% 0% 1% 1% 100% and badly presented 3% 2% 1% 8% 9% 10% 16% 10% 29% 17% Fairly disorganized and 75% ill presented 27% 37% 53% 38% 50% 40% Just average in organization and presentation 54% 25% 45% Fairly well organized 36% 34% 30% and presented 0% Extremely well Travelguru Cleartrip Indiatimes Yatra Makemytrip organized and neatly Travel presented Base: 652 Chart 4: Presentation of the task page (overall) JFM '08 Extremely untidy 1% 1% 1% 1% 2% 100% 8% 1% 1% 4% 7% and cluttered 0% 12% 6% 28% 21% Fairly untidy 28% 75% 33% 40% 20% 34% Averagely 50% presented 63% 54% 53% 25% Fairly well 45% 38% presented 0% Very well presented Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 652 20
    27. Website User Friendliness Study Chart 5: Aesthetics of text (overall) JFM '08 2% 100% 1% 4% 5% 5% It has too little 7% content and looks 18% 27% 32% 26% empty 75% It has too much 50% 91% text and looks 77% cluttered 69% 69% 67% 25% It has just the right amount of 0% text and looks Travelguru Cleartrip Indiatimes Yatra Makemytrip fine Travel Base: 652 Chart 6: Aesthetics of graphics (overall) JFM '08 100% 3% 4% 4% 5% 17% Too few 14% 16% 16% 24% 75% 16% Too many 50% 75% 70% 69% 57% 54% 25% Highly relevant and engaging 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 668 21
    28. Travel Portal Chart 7: User identification with the site (overall) JFM '08 1% 0% Its just opposite of my 4% 100% 8% 10% 5% style and personality 6% 16% 2% 11% 4% 11% 16% 22% 75% 22% I find it difficult to relate to it 46% 31% 48% 24% 50% 31% I can live with it 25% 43% 39% 38% 33% I can relate to it to 32% some extent 0% It matches my style Travelguru Cleartrip Indiatimes Yatra Makemytrip and personality Travel completely Base: 652 Chart 8: Ease of comprehension (overall) JFM '08 0% 1% 2% 2% 100% 6% Extremely 3% 3% 9% 5% 9% 4% 9% difficult 6% 7% 10% 27% 75% Quite difficult 36% 37% 32% 46% 50% Neither easy nor difficult 65% 50% 25% 49% 47% 37% Reasonably easy 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Extremely easy Travel Base: 652 22
    29. Website User Friendliness Study Chart 9: Relevance of content (overall) JFM '08 0% 0% 1% 2% 100% 5% 5% 3% 0% Almost irrelevant 3% 4% 14% 12% 10% 27% 13% 75% Low relevance 30% 36% 47% 44% 33% 50% Averagely relevant 52% 25% 48% Fairly relevant 39% 37% 35% 0% Highly relevant Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 652 Chart 10: Relative quality of content (overall) JFM '08 0% 0% 1% 1% Significantly inferior 1% 100% 1% 1% 2% 3% 3% than the other 8% websites 13% 15% 22% 22% 75% Somewhat inferior 35% than the other 36% 32% websites 29% 37% 50% Same as offered by the other websites 56% 25% 49% 48% 47% 40% Somewhat better than the other websites 0% Significantly better Travelguru Cleartrip Indiatimes Yatra Makemytrip than the other websites Travel Base: 652 23
    30. Travel Portal Chart 11: Ease of locating task info (overall) JFM '08 Extremely 2% 1% 3% 4% 100% 7% 3% 0% 3% difficult 4% 8% 5% 12% 6% 21% 23% 15% Fairly difficult 75% 25% 31% 18% 23% 50% Neither easy nor difficult 73% 59% 55% 52% 25% 50% Fairly easy 0% Very easy Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 658 Chart 12: Ease of conducting the task info (overall) JFM '08 Faced lots of difficulty 1% 1% 1% 3% 100% 1% 9% 3% 9% 5% 3% 12% 22% 7% 15% 20% Faced some difficulty 75% 20% 25% but was able to 25% complete the task 28% 26% 50% Neither easy nor difficult 62% 58% 50% 25% 47% 45% Fairly easy with only some minor irritants 0% Extremely easy and Travelguru Cleartrip Indiatimes Yatra Makemytrip hassle-free Travel Base: 658 24
    31. Website User Friendliness Study Chart 13: Navigation flow between pages (overall) JFM '08 Relevant page 1% 1% 1% 2% 2% 2% 100% did not open at 2% 2% 6% 8% 9% all 10% 4% 18% 22% Faced lot of 18% 75% problems 44% 28% 43% 27% Neither freely 50% nor with 68% difficulty 50% 25% 47% 48% More or less 40% freely 0% Completely Travelguru Cleartrip Indiatimes Yatra Makemytrip freely Travel Base: 658 Chart 14: Navigation cues and helps (overall) JFM '08 Had very few relevant 100% instructions 25% 29% 33% 47% 46% 75% Had a fair bit of relevant instructions 7% 29% 15% 50% Almost did not have 11% 14% any relevant 55% instructions 44% 29% 25% 44% 38% Had most of the relevant instructions 1% 1% 4% 8% 7% 9% 3% 2% 1% 1% 0% Had all the relevant instructions Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 658 25
    32. Travel Portal Chart 15: Error recovery (overall) JFM '08 Couldn't resolve and 1% 2% 3% 4% 100% 2% 1% failed to complete the 8% 1% 1% 2% 1% 7% task 5% 13% 15% 12% 33% Resolved with great 75% difficulty 45% 17% 33% 50% Encountered but resolved with website 79% help instructions 63% 58% 25% 49% 47% Encountered error but resolved on my own 0% Did not encounter any Travelguru Cleartrip Indiatimes Yatra Makemytrip error at all Travel Base: 658 Chart 16: Appropriateness of the response (overall) JFM '08 0% 2% 3% 3% 0% 0% There was no 100% 0% 1% 1% 6% 1% 1% 3% 2% response at all 3% 7% 7% 16% 35% 75% Received only auto- 46% reply, nothing thereafter 50% They responded but 88% 84% 79% did not resolve the 64% query 25% 48% Query was resolved only partially 0% Query was resolved Travelguru Cleartrip Indiatimes Yatra Makemytrip completely Travel Base: 247 26
    33. Website User Friendliness Study Chart 17: Timeliness of response (overall) JFM '08 Did not receive 1% 0% 2% 100% 5% 3% 7% any response at 5% 2% 3% 4% 0% 5% 1% 1% all 14% 20% 17% Fairly late 30% 32% 75% 25% 50% Neither promptly nor 74% 73% late 62% 60% 56% 25% More or less in time 0% Very promptly Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 247 Chart 18: Satisfaction with response (overall) JFM '08 Highly 1% 0% 0% 0% 2% 100% 5% 5% 1% 1% 5% 0% dissatisfied 13% 3% 22% 17% 19% 22% Moderately 24% 75% 17% dissatisfied 30% 50% Neither satisfied not dissatisfied 74% 68% 64% 61% 25% 47% Moderately satisfied 0% Highly satisfied Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 247 27
    34. Travel Portal Chart 19: Timeliness of task completion (overall) JFM '08 1% 1% 1% 2% 100% 7% 5% Took significantly 6% 9% longer than expected 19% 9% 19% 13% 23% 12% 75% Took somewhat more 13% 22% time than expected 20% 37% 30% 15% 50% Completed in as much time as expected 62% 25% 50% 43% 42% 40% Completed marginally faster than expected 0% Completed a lot faster Travelguru Cleartrip Indiatimes Yatra Makemytrip than expected Travel Base: 658 Chart 20: Quality of usage experience (overall) JFM '08 1% 0% 2% 3% 100% 4% Downright painful 1% 14% 7% 1% 11% 12% 30% 23% 5% 8% 75% Fairly 32% troublesome and irritating 25% 46% 36% 39% Just about 50% agreeable 54% Fairly pleasant 25% 44% 36% and satisfactory 33% 33% Extremely 0% pleasant and Travelguru Cleartrip Indiatimes Yatra Makemytrip delightful Travel Base: 658 28
    35. Website User Friendliness Study Chart 21: Perceived sense of security in usage (overall) JFM '08 Completely 1% 0% 0% 1% 3% 3% 100% 1% 3% 1% 2% insecure 12% 15% 13% 16% 14% Fairly insecure 75% 33% 34% 34% 41% 45% Not sure if I can 50% trust the website 53% Fairly secure 25% 49% 47% 42% 36% 0% Absolutely secure Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 1,309 Chart 22: Brand preference creation (overall) JFM '08 0% 2% 3% 3% 4% Very unlikely to 100% 2% 3% 1% 2% 9% 5% 6% visit it 12% 15% 8% 19% 75% Fairly unlikely to 31% 22% 26% 26% visit it 50% Not sure, may or may not visit it 72% 61% 59% 57% 55% 25% Somewhat likely to visit it 0% Very likely to Travelguru Cleartrip Indiatimes Yatra Makemytrip visit it Travel Base: 1,309 29
    36. Travel Portal Relative Importance of the Individual Criteria Table 15: Importance ranking of the key individual criteria (overall) Indiatimes Brands Travelguru Cleartrip Yatra Makemytrip Overall Travel Fastest to download 55% 53% 36% 55% 65% 53% Simplest and most easy to understand 34% 75% 32% 40% 41% 46% language Most responsive and prompt in customer 43% 32% 45% 58% 27% 41% service and support Brand image in the market place 33% 36% 34% 23% 32% 32% Provide the best help 25% 28% 39% 27% 37% 31% Best assures safety against frauds & misuse of 31% 18% 24% 39% 31% 28% personal details & financial info Gives best assurance on privacy of info 14% 13% 31% 13% 20% 18% provided Most neat looking design (aesthetics) 20% 15% 12% 6% 15% 14% Most logical structure and flow of info. / 20% 10% 21% 11% 9% 14% content Helps accomplish the task in least no. of 10% 12% 14% 15% 12% 13% clicks Matches my personality and style the best 13% 6% 8% 6% 7% 8% Most consistent design, look & feel across the 2% 3% 3% 7% 5% 4% page Base: 1,309 30
    37. Website User Friendliness Study Website User Friendliness Aggregate Scores - Website Users Only Table 16: Website user friendliness index (WUF) - website users only Brands WUF Index Relative Index Cleartrip 5.6 100% Yatra 5.6 100% Makemytrip 4.1 73% Travelguru 4.0 72% Indiatimes Travel 3.7 66% Base: 610 Table 17: User friendly interface index (UFEX) - website users only Brands UFEX Index Relative Index Cleartrip 2.2 100% Yatra 2.1 96% Makemytrip 1.8 83% Travelguru 1.7 75% Indiatimes Travel 1.6 72% Base: 610 Table 18: User friendly usage experience index (UZEX) - website users only Brands UZEX Index Relative Index Cleartrip 1.8 100% Yatra 1.7 93% Travelguru 1.4 76% Makemytrip 1.3 72% Indiatimes Travel 1.2 65% Base: 610 Table 19: Shopping friendliness index - website users only Brands SUF Index Relative Index Yatra 1.7 100% Cleartrip 1.5 86% Travelguru 1.0 57% Indiatimes Travel 0.9 50% Makemytrip 0.8 48% Base: 379 31
    38. Travel Portal Website User Friendliness Sub Parameter Scores - Website Users Only Table 20: Accessibility index (website users only) Brands Accessibility Index Relative Index Cleartrip 1.2 100% Yatra 1.2 99% Makemytrip 1.0 83% Travelguru 0.9 77% Indiatimes Travel 0.9 74% Base: 610 Table 21: Appeal index (website users only) Brands Appeal Index Relative Index Cleartrip 1.0 100% Yatra 0.9 92% Makemytrip 0.8 82% Travelguru 0.7 73% Indiatimes Travel 0.7 71% Base: 610 Table 22: Navigability index (website users only) Brands Navigability Index Relative Index Cleartrip o.8 100% Travelguru 0.6 76% Yatra 0.6 75% Makemytrip 0.4 55% Indiatimes Travel 0.4 50% Base: 610 32
    39. Website User Friendliness Study Table 23: Usage satisfaction index (website users only) Brands Satisfaction Index Relative Index Yatra 1.1 100% Cleartrip 1.1 94% Makemytrip 0.9 79% Travelguru 0.8 72% Indiatimes Travel 0.8 71% Base: 610 Table 24: Transaction friendliness index (website users only) Brands Satisfaction Index Relative Index Yatra 0.9 100% Cleartrip 0.7 86% Travelguru 0.5 57% Indiatimes Travel 0.4 50% Makemytrip 0.4 49% Base: 379 Table 25: Delivery Experience (website users only) Brands Satisfaction Index Relative Index Yatra 0.9 100% Cleartrip 0.8 90% Travelguru 0.5 59% Indiatimes Travel 0.5 52% Makemytrip 0.4 50% Base: 379 Table 26: Refund friendliness index (website users only) Brands Satisfaction Index Relative Index Yatra 0.8 100% Cleartrip 0.7 87% Travelguru 0.5 57% Indiatimes Travel 0.5 51% Makemytrip 0.4 47% Base: 379 33
    40. Travel Portal Website User Friendliness Perceptual Map – Website Users Only .4 Makemytrip Yatra Indiatimes Travel Usage Satisfaction .2 Ease of Access Design Appeal Transaction Experience Refund Experience -.0 Delivery Experience Travelguru -.2 Cleartrip -.4 Attribute Ease of Usage -.6 -.6 -.4 -.2 -.0 .2 .4 Brand 34
    41. Website User Friendliness Study Average Ratings on the Individual Parameters - Website Users Only Table 27: Summary table (website users only) Ratings (on a 5 point qualitative scale) Travelguru Cleartrip Indiatimes Travel Yatra Makemytrip Browser Compatibility 4.6 3.9 4.3 4.0 4.5 Download Time 4.6 3.9 4.3 4.0 4.5 Accessibility Index 0.9 1.2 0.9 1.2 1.0 Distinctive in identity (branding) 3.5 2.8 3.2 3.1 3.3 Presentation layout of the home page 3.5 2.8 3.2 3.1 3.3 Presentation layout of the task page 4.3 4.1 4.3 4.1 4.4 Aesthetics of text on the homepage 2.6 2.9 2.6 2.5 2.8 Aesthetics of graphics on the homepage 3.3 3.7 3.2 2.9 3.6 User identification with the site 4.2 3.2 4.0 4.2 3.7 Ease of comprehension 4.4 4.7 4.3 3.9 4.4 Relevance of content 4.4 3.9 4.1 4.2 4.3 Relative quality of content 4.3 4.7 4.2 4.3 4.3 Appeal Index 0.7 1.0 0.7 0.9 0.8 Ease of locating task info 4.5 4.7 4.4 4.3 4.2 Ease of conducting the task 4.2 4.3 4.2 4.2 3.9 Navigation flow between pages 4.5 4.2 4.5 4.4 4.2 Navigational cues and helps 2.9 2.0 2.3 2.9 2.8 Error recovery 4.6 4.3 4.3 4.7 4.4 Appropriateness of response to queries 4.6 4.8 4.4 4.6 4.5 Timeliness of response to queries 4.2 4.5 3.9 4.5 4.5 Satisfaction with query resolution 4.3 4.5 3.8 4.4 4.3 Navigability Index 0.6 0.8 0.4 0.6 0.4 Timeliness of task completion 3.8 4.1 4.1 4.3 4.2 Quality of the usage experience 4.3 3.4 4.0 4.3 4.1 Perceived sense of security during usage 4.3 4.2 4.3 4.5 4.3 Creation of brand preference 4.5 4.3 4.4 4.6 4.5 Satisfaction Index 0.8 1.1 0.8 1.1 0.9 35
    42. Travel Portal Ratings (on a 5 point qualitative scale) Travelguru Cleartrip Indiatimes Travel Yatra Makemytrip Successful transaction completion 4.0 3.9 3.9 4.4 4.6 Ease of transacting 4.3 3.8 4.3 4.3 4.5 Comprehension of charges and prices 4.3 3.7 4.2 4.6 4.6 Adequacy of payment options 4.5 3.8 4.4 4.7 4.4 Sense of security while transacting 4.4 3.8 4.1 4.6 4.5 Promptness of transaction confirmation 4.3 4.2 4.3 4.7 4.5 Timeliness of product/service delivery 4.5 4.1 4.3 4.4 4.4 Appropriateness of delivery as per specification 4.4 4.0 4.4 4.6 4.7 Transaction Friendliness Index 0.5 0.7 0.4 0.9 0.4 Display/ease of locating refund policy 4.1 4.3 4.1 4.3 4.2 Comprehension of refund policy 4.2 3.6 4.1 4.5 4.1 Timeliness of refunds 4.2 3.6 4.5 4.4 4.4 Adequacy of refund amount 4.0 3.6 3.9 4.3 4.2 Refund Friendliness Index 0.5 0.8 0.5 0.9 0.4 UFEX Index 1.7 2.2 1.6 2.1 1.8 UZEX Index 1.4 1.8 1.2 1.7 1.3 Shopping Index 0.5 0.7 0.4 0.8 0.4 WUF Index 4.1 5.6 3.7 5.6 4.0 Base: 610 36
    43. Website User Friendliness Study Rating Dispersions by Individual Attributes Chart 23: Download time (website users only) JFM '08 Extremely slow 1% 0% 0% 0% 0% 2% 100% 2% 0% 11% 11% 10% 30% 8% 31% 13% 75% 30% Fairly slow 21% 3% 19% 30% 50% Neither fast nor 74% slow 59% 59% 25% 48% 38% Reasonably fast 0% Adequately fast Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 305 Chart 24: Distinctive in identity (website users only) JFM '08 0% 0% 1% Didn't notice the logo at 4% 100% 11% all 8% 5% 15% 2% 6% 4% 30% 9% 23% 75% I had to search for the 20% 22% logo 4% 47% 26% 23% 50% I spotted it but only after a while 62% 57% 25% 42% 42% 38% It was prominent and I spotted it easily 0% It was the first thing that I Travelguru Cleartrip Indiatimes Yatra Makemytrip noticed on the page Travel Base: 305 37
    44. Travel Portal Chart 25: Presentation of the home page (website users only) JFM '08 0% 0% 1% 0% 1% 100% 0% 0% 1% Extremely haphazard 6% 14% and badly presented 18% 19% 20% 13% 75% 14% Fairly disorganized and ill presented 57% 43% 21% 48% 38% 50% Just average in organization and presentation 25% 47% 39% 35% 34% Fairly well organized 32% and presented 0% Extremely well Travelguru Cleartrip Indiatimes Yatra Makemytrip organized and neatly Travel presented Base: 305 Chart 26: Presentation of the task page (website users only) Extremely JFM '08 1% 0% 2% 1% 2% untidy and 100% 0% 0% 2% 12% 8% 10% 9% cluttered 1% 2% 30% Fairly untidy 75% 30% 44% 52% 40% 20% Averagely 50% presented 58% Fairly well 25% 49% 46% 45% 39% presented 0% Very well presented Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 305 38
    45. Website User Friendliness Study Chart 27: Aesthetics of text (website users only) JFM '08 It has too little 0% 100% 2% 4% 4% 6% content and looks 10% 10% empty 29% 21% 75% 52% It has too much text and looks 50% 94% cluttered 86% 69% 67% 25% 47% It has just the right amount of text and looks 0% fine Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 305 Chart 28: Aesthetics of graphics (website users only) JFM '08 100% 1% 0% 6% 6% 8% 19% Too few 15% 13% 75% 39% 20% 50% Too many 86% 74% 66% 53% 25% 38% Highly relevant 0% and engaging Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 317 39
    46. Travel Portal Chart 29: User identification with the site (website users only) JFM '08 Its just opposite 1% 1% 0% 0% 100% 1% 5% 6% of my style and 18% 15% 13% personality 18% 18% 7% 75% 21% I find it difficult 45% 28% to relate to it 34% 46% 50% 38% I can live with it 26% 25% 49% 41% 30% 26% 16% I can relate to it 0% to some extent Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 305 Chart 30: Ease of comprehension (website users only) JFM '08 0% 0% 0% 4% 100% 0% Extremely 1% 4% 9% 9% 9% 5% 4% difficult 7% 6% 14% 7% 75% Quite difficult 41% 40% 34% 40% 50% Neither easy nor 76% difficult 52% 51% 52% 25% Reasonably easy 38% 0% Extremely easy Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 305 40
    47. Website User Friendliness Study Chart 31: Relevance of content (website users only) JFM '08 Almost irrelevant 1% 0% 0% 1% 2% 100% 4% 0% 2% 0% 7% 8% 3% 17% 14% 43% Low relevance 75% 53% 43% 37% 36% 50% Averagely 21% relevant 25% 48% Fairly relevant 44% 43% 41% 34% 0% Highly relevant Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 305 Chart 32: Relative quality of content (website users only) JFM '08 Significantly inferior 1% 0% 0% 0% 0% 0% 100% 2% 4% 3% 4% than the other 6% 12% 9% websites 19% 13% 27% 75% Somewhat inferior than the other 40% 19% 44% websites 18% 50% Same as offered by the other websites 79% 57% 52% 25% 47% 44% Somewhat better than the other websites 0% Significantly better Travelguru Cleartrip Indiatimes Yatra Makemytrip than the other websites Travel Base: 305 41
    48. Travel Portal Chart 33: Ease of locating task info (website users only) JFM '08 Extremely 0% 3% 2% 3% 100% 5% 1% 3% 0% 11% difficult 1% 5% 13% 17% 5% 3% 5% Fairly difficult 31% 30% 75% 16% 28% Neither easy nor 50% difficult 78% 64% 61% 61% 56% Fairly easy 25% Very easy 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 306 Chart 34: Ease of conducting the task (website users only) JFM '08 2% 2% 2% Faced lots of difficulty 3% 100% 0% 13% 4% 6% 7% 19% 25% 3% 13% 2% 75% 17% 11% Faced some difficulty 34% 20% but was able to 20% complete the task 19% 50% Neither easy nor difficult 65% 57% 53% 53% 25% 49% Fairly easy with only some minor irritants 0% Extremely easy and Travelguru Cleartrip Indiatimes Yatra Makemytrip hassle-free Travel Base: 306 42
    49. Website User Friendliness Study Chart 35: Navigation flow between pages (website users only) JFM '08 Relevant page did 1% 0% 0% 0% 1% 0% 1% 100% 2% 4% 3% 4% 9% not open at all 13% 19% 4% Faced lot of 42% 12% 75% 33% problems 23% 62% Neither freely 50% nor with 70% difficulty 58% 56% 53% 25% More or less freely 31% 0% Completely freely Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 306 Chart 36: Navigation cues and helps (website users only) JFM '08 100% Had very few relevant instructions 23% 27% 27% 75% 58% Had a fair bit of 64% 9% relevant instructions 24% 24% 50% Almost did not have 4% any relevant 50% instructions 8% 35% 51% 25% 27% Had most of the 23% 1% relevant instructions 11% 10% 13% 5% 2% 1% 4% 1% 0% Had all the relevant Travelguru Cleartrip Indiatimes Yatra Makemytrip instructions Travel Base: 306 43
    50. Travel Portal Chart 37: Error recovery (website users only) JFM '08 Couldn't resolve 1% 0% 1% 2% 100% and failed to 3% 0% 1% 4% 8% 1% 5% 0% complete the task 0% 5% 15% 24% 27% 15% Resolved with great 75% difficulty 50% 15% Encountered but 50% resolved with 81% website help 71% 69% instructions 59% 25% Encountered error 43% but resolved on my own 0% Did not encounter any error at all Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 306 Chart 38: Appropriateness of the response (website users only) JFM '08 0% 1% 0% 4% 100% 0% There was no 1% 0% 2% 10% 1% 3% 11% response at all 10% 4% 2% 2% 8% 6% 38% 75% Received only auto- 39% reply, nothing thereafter 50% They responded but 87% 80% 80% did not resolve the query 61% 25% 49% Query was resolved only partially 0% Query was resolved Travelguru Cleartrip Indiatimes Yatra Makemytrip completely Travel Base: 153 44
    51. Website User Friendliness Study Chart 39: Timeliness of response (website users only) JFM '08 Did not receive 1% 0% 0% 100% 8% 3% 10% 6% any response at 2% 11% 5% 0% 3% 0% 0% all 11% Fairly late 29% 36% 27% 75% 42% 22% 50% Neither promptly nor late 80% 62% 59% 25% 45% More or less in 40% time 0% Very promptly Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 153 Chart 40: Satisfaction with response (website users only) JFM '08 1% 0% 1% Highly 3% 100% 0% 3% 2% 10% 5% 7% dissatisfied 18% 4% 0% 5% 20% 18% 75% 44% Moderately 31% 22% dissatisfied 50% Neither satisfied 19% not dissatisfied 69% 68% 60% 56% 25% Moderately 35% satisfied 0% Highly satisfied Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 153 45
    52. Travel Portal Chart 41: Timeliness of task completion (website users only) JFM '08 0% 1% 2% 2% 3% Took significantly 100% 5% longer than expected 9% 12% 9% 9% 10% 21% 10% 17% 75% 32% Took somewhat more 13% time than expected 12% 39% 41% 50% 18% Completed in as much time as expected 61% 59% 25% 41% 39% 38% Completed marginally faster than expected 0% Completed a lot faster Travelguru Cleartrip Indiatimes Yatra Makemytrip than expected Travel Base: 306 Chart 42: Quality of the usage experience (website users only) JFM '08 Downright 0% 1% 2% 100% 4% painful 1% 0% 5% 1% 15% 17% 26% 16% 17% Fairly 75% 2% troublesome and 7% 38% 36% irritating 42% 47% Just about 50% 36% agreeable 25% Fairly pleasant 46% 46% 37% 31% and satisfactory 30% 0% Extremely Travelguru Cleartrip Indiatimes Yatra Makemytrip pleasant and delightful Travel Base: 306 46
    53. Website User Friendliness Study Chart 43: Perceived sense of security in usage (website users only) JFM '08 Completely 0% 0% 0% 0% 2% 100% 1% 1% 1% 0% 4% insecure 8% 6% 14% 15% 20% Fairly insecure 33% 75% 51% 35% 40% 26% Not sure if I can 50% trust the website 59% 25% 50% Fairly secure 48% 45% 41% 0% Absolutely secure Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 610 Chart 44: Brand preference creation (website users only) JFM '08 1% 0% 0% 1% 1% Very unlikely to 100% 1% 1% 3% 2% 4% 7% 11% 5% visit it 14% 8% 19% 33% 29% Fairly unlikely to 75% 30% 15% visit it Not sure, may or 50% may not visit it 72% 63% 63% 61% 58% 25% Somewhat likely to visit it 0% Very likely to visit it Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 610 47
    54. Travel Portal Chart 45: Complete the transaction on this website (website users only) JFM '08 Very rarely 0% 6% 2% 3% 4% 100% 1% 0% 3% 1% 6% 9% 19% 9% 30% 31% 75% Only some of the 10% 41% times 35% 26% 50% 35% Fair number of times 65% 50% 25% 43% 41% Most of the times 31% 0% Every time Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 379 Chart 46: Ease of transaction completion (website users only) JFM '08 Extremely 0% 0% 0% 3% 100% 5% 1% 1% 1% 1% 0% difficult 11% 7% 17% 22% 41% 75% Fairly difficult 5% 35% 43% 34% 36% 50% Neither easy not difficult 57% 52% 25% 48% 45% 34% Fairly easy 0% Extremely easy Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 379 48
    55. Website User Friendliness Study Chart 47: Clarification regarding charges/payments (website users only) JFM '08 0% 0% 1% 1% Not explained clearly 100% 5% 0% 3% 5% 9% and adequately at all 2% 4% 18% 6% 14% 28% 30% 75% 26% Not explained very 24% clearly and adequately 31% 50% 27% Not sure if explained clearly and adequately 67% 65% 59% 25% 46% 31% Explained fairly clearly and adequately 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Explained very clearly and adequately Travel Base: 379 Chart 48: Adequacy of payment options (website users only) JFM '08 Couldn't pay by any 0% 0% 1% 1% 3% 100% 0% 2% 3% option and cancelled 7% 4% 7% 2% the transaction 14% 18% 19% 26% 75% 34% Forced to pay using an 23% 22% unwanted option 50% 19% Couldn't choose my preferred option but 74% paid using another 64% 59% 58% 25% 40% Limited options but I could still choose my preferred one 0% Plenty of options Travelguru Cleartrip Indiatimes Yatra Makemytrip &amp Travel Base: 379 49
    56. Travel Portal Chart 49: Online transaction security (website users only) JFM '08 Highly insecure 0% 0% 0% 0% 1% 2% 3% 100% 2% 0% 5% 9% 10% 18% 13% 24% 37% 75% Moderately 35% 24% insecure 36% 50% 17% Neither secure nor insecure 70% 59% 53% 25% 43% 41% Moderately secure 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Highly secure Travel Base: 379 Chart 50: Promptness of transaction confirmation (website users only) JFM '08 Highly delayed 5% 0% 100% 1% 3% 1% 0% 6% 17% 26% 25% Somew hat late 39% 75% 36% 31% 33% Just about in time 50% 74% 57% Within a 53% 51% 25% reasonable time 42% limit Very promptly 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 379 50
    57. Website User Friendliness Study Chart 51: Promptness of delivery (website users only) JFM '08 Highly delayed 1% 0% 100% 0% 0% 0% 3% 7% 5% 11% 11% 18% 6% Somew hat late 75% 39% 32% 41% 22% 52% Just about in time 50% 57% 54% 53% Within a 51% 25% reasonable time 37% limit Highly promptly 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 379 Chart 52: Appropriateness of the delivered product (website users only) JFM '08 Delivered in fairly 1% 0% 0% 0% 1% 0% 1% 0% 0% 100% 0% 4% bad/damaged 10% 10% 11% condition 20% 14% 38% Delivered in less 75% 30% 35% than adequate condition Delivered in just 22% 50% about acceptable 75% 76% condition 57% 54% Delivered in fairly 25% 40% good condition 0% Delivered in perfect condition Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 379 51
    58. Travel Portal Chart 53: Display of refund policy (website users only) I could not locate it JFM '08 1% 2% 2% 2% 100% 4% at all despite 6% 4% 5% 8% searching 8% 5% 12% extensively 20% 13% 12% I could locate it 75% only after great 39% 28% difficulty and 24% 26% 25% efforts I could locate it but 50% had to search quite a bit I could locate it 54% 52% 51% 51% 25% 48% fairly easily after looking for it Yes it w as 0% prominently Travelguru Cleartrip Indiatimes Yatra Makemytrip displayed Travel Base: 379 Chart 54: Easy of comprehension of refund policy (website users only) JFM '08 I read it but didn't 1% 1% 3% 3% 5% 100% understand it at all 6% 4% 2% 3% 6% 16% 25% 18% 12% 25% I read it but w as 75% fairly confused 22% 27% 22% 37% I read it but 50% understood only 18% partially 67% 53% 50% 25% I read it and 42% understood it fairly 34% w ell 0% I read it and Travelguru Cleartrip Indiatimes Yatra Makemytrip understood it Travel completely Base: 379 52
    59. Website User Friendliness Study Chart 55: Promptness in refund (website users only) JFM '08 Didn't get a refund 0% 0% 0% 0% 1% 100% 6% 1% 4% at all 3% 13% 13% 5% 6% 7% 13% Highly delayed 23% 75% 42% 46% 27% Somew hat late 50% 72% 64% 46% 52% Within a 25% 50% reasonable time limit 8% 0% Very promptly Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 379 Chart 56: Adequacy of refund amount (website users only) JFM '08 0% 0% 0% 1% 0% Didn't get the 100% 6% 1% 1% 8% 10% refund at all 5% 3% 8% 17% 47% 75% Significantly low er than expected 31% 66% 41% 50% 82% Marginally low er than expected 46% 51% 25% As expected 33% 33% 7% 5% 0% More than Travelguru Cleartrip Indiatimes Yatra Makemytrip expected Travel Base: 379 53
    60. Travel Portal Relative Importance of the Individual Criteria Table 28: Importance ranking of the key individual criteria (website users only) Indiatimes Brands Travelguru Cleartrip Yatra Makemytrip Overall Travel Simplest and most easy to understand 45% 98% 25% 48% 30% 52% language Fastest to download 37% 41% 27% 57% 65% 46% Most responsive and prompt in customer 42% 30% 55% 45% 19% 38% service and support Provide the best help 28% 36% 51% 26% 45% 37% Brand image in the market place 28% 38% 35% 30% 41% 34% Best assures safety against frauds & 36% 13% 23% 38% 26% 27% misuse of personal details & financial info Gives best assurance on privacy of info 15% 5% 38% 8% 26% 17% provided Helps accomplish the task in least no. of 11% 11% 17% 19% 15% 15% clicks Most logical structure and flow of info. / 23% 6% 16% 5% 10% 11% content Most neat looking design (aesthetics) 26% 9% 5% 6% 9% 11% Matches my personality and style the best 8% 10% 8% 7% 11% 9% Most consistent design, look & feel across 4% 4% 2% 12% 4% 5% the page Base: 610 54
    61. Website User Friendliness Study Website User Friendliness Aggregate Scores - Website Non Users Only Table 29: Website user friendliness index (WUF) - website non users only Brands WUF Index Relative Index Makemytrip 4.5 100% Cleartrip 4.5 100% Travelguru 4.1 90% Indiatimes Travel 3.3 72% Yatra 2.7 60% Base: 699 Table 30: User friendly interface index (UFEX) - website non users only Brands UFEX Index Relative Index Makemytrip 2.5 100% Cleartrip 2.4 95% Travelguru 2.1 84% Indiatimes Travel 2.1 82% Yatra 1.8 71% Base: 699 Table 31: User friendly usage experience index (UZEX) - website non users only Brands UZEX Index Relative Index Cleartrip 1.8 100% Makemytrip 1.8 99% Travelguru 1.7 94% Indiatimes Travel 1.5 80% Yatra 1.4 74% Base: 699 55
    62. Travel Portal Website User Friendliness Sub Parameter Scores - Website Non Users Only Table 32: Accessibility index (website non users only) Brands Accessibility Index Relative Index Makemytrip 1.4 100% Cleartrip 1.4 98% Travelguru 1.2 88% Indiatimes Travel 1.2 84% Yatra 1.0 72% Base: 699 Table 33: Appeal index (website non users only) Brands Appeal Index Relative Index Makemytrip 1.2 100% Cleartrip 1.1 92% Travelguru 0.9 79% Indiatimes Travel 0.9 79% Yatra 0.8 70% Base: 699 56
    63. Website User Friendliness Study Table 34: Navigability index (website non users only) Brands Navigability index Relative Index Travelguru 0.7 100% Cleartrip 0.6 95% Makemytrip 0.6 90% Indiatimes Travel 0.5 74% Yatra 0.5 72% Base: 699 Table 35: Usage satisfaction index (website non users only) Brands Satisfaction Index Relative Index Makemytrip 1.2 100% Cleartrip 1.2 99% Travelguru 1.0 86% Indiatimes Travel 1.0 80% Yatra 0.9 72% Base: 699 57
    64. Travel Portal Website User Friendliness Perceptual Map – Website Non Users Only .3 Yatra .2 Usage Satisfaction .1 Ease of Usage Travelguru 0.0 Ease of Access Indiatimes Travel Cleartrip -.1 Attribute Makemytrip -.2 Design Appeal -.6 -.4 -.2 -.0 .2 .4 Brand 58
    65. Website User Friendliness Study Average Ratings on the Individual Parameters - Website Non Users Only Table 36: Summary table - website non users only Ratings (on a 5 point qualitative scale) Travelguru Cleartrip Indiatimes Travel Yatra Makemytrip Browser Compatibility 5.0 5.0 5.0 5.0 5.0 Download Time 4.6 4.7 4.4 4.7 3.9 Accessibility Index 1.2 1.4 1.2 1.0 1.4 Distinctive in identity (branding) 3.3 3.5 3.3 3.0 3.4 Presentation layout of the home page 3.3 3.5 3.3 3.0 3.4 Presentation layout of the task page 3.9 4.3 4.2 4.4 4.6 Aesthetics of text on the homepage 2.7 2.8 2.7 2.8 2.6 Aesthetics of graphics on the homepage 3.5 3.3 3.1 3.5 3.4 User identification with the site 3.7 4.2 4.3 3.7 3.9 Ease of comprehension 3.8 4.5 4.3 4.5 4.0 Relevance of content 4.0 4.3 4.0 4.4 4.1 Relative quality of content 4.2 4.3 4.2 4.2 4.1 Appeal Index 0.9 1.1 0.9 0.8 1.2 Ease of locating task info 4.0 4.6 4.0 4.3 4.0 Ease of conducting the task 4.2 4.4 3.9 4.3 4.3 Navigation flow between pages 4.2 4.1 3.9 4.5 4.2 Navigational cues and helps 2.5 2.9 2.5 2.9 2.8 Error recovery 4.5 4.3 4.2 4.6 3.9 Appropriateness of response to queries 4.9 4.7 4.4 4.7 4.8 Timeliness of response to queries 4.9 4.7 4.6 4.5 4.5 Satisfaction with query resolution 4.8 4.8 4.5 4.7 4.3 Navigability Index 0.7 0.6 0.5 0.5 0.6 Timeliness of task completion 3.7 4.1 3.8 4.3 4.0 Quality of the usage experience 4.0 4.1 3.9 4.4 4.0 Perceived sense of security during usage 4.2 4.3 3.9 4.2 4.2 Creation of brand preference 4.3 4.4 4.2 4.5 4.1 Satisfaction Index 1.0 1.2 1.0 0.9 1.2 UFEX Index 2.1 2.4 2.1 1.8 2.5 UZEX Index 1.7 1.8 1.5 1.4 1.8 WUF Index 4.1 4.5 3.3 2.7 4.5 Base: 699 59
    66. Travel Portal Rating Dispersions by Individual Attributes Chart 57: Download time (website non users only) JFM '08 0% 1% 0% 0% 100% 0% 0% 0% 6% Extremely slow 11% 6% 9% 2% 2% 8% 11% 31% 13% 28% 10% 75% Fairly slow 32% 50% Neither fast nor 81% slow 73% 68% 65% 25% 43% Reasonably fast 0% Adequately fast Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 347 Chart 58: Distinctive in identity (website non users only) JFM '08 Didn't notice the logo 0% at all 2% 100% 1% 7% 11% 11% 7% 4% 8% 2% 2% 26% 10% 11% 7% I had to search for the 23% 75% logo 26% 32% 33% 43% 50% I spotted it but only after a while 64% 52% 25% 46% 43% It was prominent and I 31% spotted it easily 0% It was the first thing Travelguru Cleartrip Indiatimes Yatra Makemytrip that I noticed on the page Travel Base: 347 60
    67. Website User Friendliness Study Chart 59: Presentation of the home page (website non users only) JFM '08 Extremely haphazard 0% 0% 0% 0% 1% 1% 100% 0% 4% 4% 2% and badly presented 7% 13% 15% 22% 35% 32% 75% Fairly disorganized and ill presented 32% 50% 39% 50% Just average in 34% organization and presentation 60% 25% 50% 38% Fairly well organized 33% 28% and presented 0% Extremely well Travelguru Cleartrip Indiatimes Yatra Makemytrip organized and neatly Travel presented Base: 347 Chart 60: Presentation of the task page (website non users only) JFM '08 Extremely untidy 0% 2% 0% 0% 3% 4% 100% 0% 6% 1% 0% 10% and cluttered 9% 15% 11% 27% 41% Fairly untidy 75% 27% 20% 32% Averagely 50% 26% presented 67% 60% 59% 25% 50% Fairly well 32% presented 0% Very well presented Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 347 61
    68. Travel Portal Chart 61: Aesthetics of text (website non users only) JFM '08 It has too little 100% 1% 1% 4% 4% 6% content and looks 15% 10% 31% 26% empty 24% 75% It has too much 50% text and looks 87% 85% cluttered 71% 70% 69% 25% It has just the right amount of 0% text and looks Travelguru Cleartrip Indiatimes Yatra Makemytrip fine Travel Base: 347 Chart 62: Aesthetics of graphics (website non users only) JFM '08 100% 1% 4% 5% 8% 15% Too few 19% 16% 12% 24% 75% 12% 50% Too many 75% 72% 66% 56% 57% 25% Highly relevant 0% and engaging Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 351 62
    69. Website User Friendliness Study Chart 63: User identification with the site (website non users only) JFM '08 Its just opposite of my 0% 0% 4% 100% style and personality 11% 5% 14% 1% 5% 16% 13% 2% 7% 10% I find it difficult to 13% 75% 22% relate to it 46% 35% 15% 36% 50% 50% I can live with it 25% 47% 46% 44% I can relate to it to 33% some extent 25% 0% It matches my style and personality Travelguru Cleartrip Indiatimes Yatra Makemytrip completely Travel Base: 347 Chart 64: Ease of comprehension (website non users only) JFM '08 Extremely 0% 0% 1% 1% 3% 100% 1% 2% 2% 5% 6% difficult 11% 15% 13% 8% 11% 32% Quite difficult 36% 75% 37% 27% 50% 50% Neither easy nor difficult 62% 57% 25% 49% 47% Reasonably easy 26% 0% Extremely easy Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 347 63
    70. Travel Portal Chart 65: Relevance of content (website non users only) JFM '08 Almost irrelevant 0% 0% 0% 1% 100% 0% 8% 8% 6% 8% 15% 0% 0% 12% 18% 15% Low relevance 75% 36% 22% 42% 49% 43% 50% Averagely relevant 55% 55% 25% 42% Fairly relevant 33% 31% 0% Highly relevant Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 347 Chart 66: Relative quality of content (website non users only) JFM '08 0% 1% 0% 1% 1% 1% Significantly inferior 100% 1% 2% 1% 3% than the other 9% 8% 18% websites 16% 28% 75% Somewhat inferior than the other 51% 33% websites 38% 54% 32% 50% Same as offered by the other websites 25% 48% 43% Somewhat better than 40% 38% 35% the other websites 0% Significantly better than the other Travelguru Cleartrip Indiatimes Yatra Makemytrip websites Travel Base: 347 64
    71. Website User Friendliness Study Chart 67: Ease of locating task info (website non users only) JFM '08 0% 1% 4% Extremely 100% 4% 5% 4% 0% 5% 3% 3% 5% difficult 10% 20% 29% 23% 33% Fairly difficult 75% 22% 19% 32% 17% Neither easy nor 50% difficult 67% 61% Fairly easy 25% 49% 45% 41% Very easy 0% Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 352 Chart 68: Ease of conducting the task info (website non users only) JFM '08 1% 0% Faced lots of difficulty 1% 4% 100% 5% 0% 2% 3% 5% 3% 18% 18% 19% 11% 25% Faced some difficulty 75% 14% 22% but was able to 30% complete the task 35% 30% 50% Neither easy nor difficult 64% 58% 51% 25% Fairly easy with only 43% 36% some minor irritants 0% Extremely easy and hassle-free Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 352 65
    72. Travel Portal Chart 69: Navigation flow between pages (website non users only) JFM '08 Relevant page did 0% 1% 1% 3% 3% 3% not open at all 100% 0% 3% 5% 10% 13% 3% 17% Faced lot of 17% 33% 22% 75% problems 32% 45% 21% Neither freely 22% 50% nor with difficulty 67% 51% 25% More or less 48% 41% 40% freely 0% Completely freely Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 352 Chart 70: Navigation cues and helps (website non users only) JFM '08 Had very few relevant 100% instructions 27% 27% 31% 37% 38% Had a fair bit of 75% relevant instructions 5% 15% 7% 33% 22% 50% Almost did not have any relevant 59% instructions 56% 50% 30% 25% 39% Had most of the relevant instructions 0% 4% 1% 2% 6% 5% 6% 1% 0% 1% 0% Had all the relevant Travelguru Cleartrip Indiatimes Yatra Makemytrip instructions Travel Base: 352 66
    73. Website User Friendliness Study Chart 71: Error recovery (website non users only) JFM '08 Couldn't resolve and 0% 1% 100% 5% 6% failed to complete the 2% 2% 7% 2% 2% 0% task 9% 4% 1% 8% 15% 38% 17% Resolved with great 75% difficulty 38% 47% 19% 50% Encountered but resolved with website 78% help instructions 58% 51% 25% 49% 42% Encountered error but resolved on my own 0% Did not encounter any Travelguru Cleartrip Indiatimes Yatra Makemytrip error at all Travel Base: 352 Chart 72: Appropriateness of the response (website non users only) JFM '08 0% 4% 0% 0% There was no 0% 0% 100% 0% 1% 1% 2% 0% 4% 0% 0% 0% response at all 6% 3% 22% 27% 75% Received only auto- 51% reply, nothing thereafter 50% They responded but 92% 89% did not resolve the 79% 73% query 25% 46% Query was resolved only partially 0% Query was resolved Travelguru Cleartrip Indiatimes Yatra Makemytrip completely Travel Base: 94 67
    74. Travel Portal Chart 73: Timeliness of response (website non users only) JFM '08 Did not receive 0% 4% 1% 0% 100% 1% 0% 5% 2% 1% any response at 3% 0% 0% 1% 11% 2% 13% 8% all 28% 21% Fairly late 15% 75% 50% Neither promptly 88% 87% nor late 71% 71% 68% 25% More or less in time 0% Very promptly Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 94 Chart 74: Satisfaction with response (website non users only) JFM '08 Highly 0% 0% 0% 0% 1% 100% 0% 2% 0% 1% 0% 0% 4% 0% dissatisfied 3% 5% 17% 27% 25% Moderately 39% 75% dissatisfied 17% Neither satisfied 50% 91% not dissatisfied 81% 73% 57% 57% 25% Moderately satisfied 0% Highly satisfied Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 94 68
    75. Website User Friendliness Study Chart 75: Timeliness of task completion (website non users only) JFM '08 0% 1% 1% 2% 100% Took significantly 11% 6% 3% 7% longer than expected 27% 17% 16% 9% 28% 75% 14% Took somewhat more 13% time than expected 14% 33% 23% 25% 12% 50% Completed in as much time as expected 64% 25% 45% 43% Completed marginally 43% 42% faster than expected 0% Completed a lot faster than expected Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 352 Chart 76: Quality of usage experience (website non users only) JFM '08 Downright painful 0% 1% 1% 3% 100% 5% 5% 0% 9% 1% 9% 6% 9% 9% 27% Fairly 42% 27% 75% troublesome and 36% irritating 49% Just about 33% 50% 15% agreeable 62% Fairly pleasant 25% 44% 42% and satisfactory 35% 30% Extremely 0% pleasant and Travelguru Cleartrip Indiatimes Yatra Makemytrip delightful Travel Base: 352 69
    76. Travel Portal Chart 77: Perceived sense of security in usage (website non users only) JFM '08 0% 1% 1% 2% 100% 5% Completely 6% 2% 0% 2% 15% 3% 13% insecure 20% 13% 19% 75% Fairly insecure 29% 41% 32% 46% 40% 50% Not sure if I can trust the website 52% 25% 47% Fairly secure 45% 38% 33% 0% Absolutely secure Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 699 Chart 78: Brand preference creation (website non users only) JFM '08 1% Very unlikely to 4% 3% 100% 6% 6% 5% 2% 2% 1% 4% 2% visit it 8% 8% 17% 16% 20% Fairly unlikely to 75% 28% 29% visit it 23% 24% Not sure, may or 50% may not visit it 71% 59% 57% 53% 52% 25% Somewhat likely to visit it 0% Very likely to visit it Travelguru Cleartrip Indiatimes Yatra Makemytrip Travel Base: 699 70
    77. Website User Friendliness Study Relative Importance of the Individual Criteria Table 37: Importance ranking of the key individual criteria (website non users only) Indiatimes Brands Travelguru Cleartrip Yatra Makemytrip Overall Travel Fastest to download 68% 64% 42% 52% 65% 59% Most responsive and prompt in customer 44% 34% 38% 75% 33% 43% service and support Simplest and most easy to understand 27% 53% 37% 30% 48% 40% language Best assures safety against frauds & misuse 28% 23% 25% 40% 35% 30% of personal details & financial info Brand image in the market place 36% 34% 34% 13% 25% 29% Provide the best help 23% 21% 30% 28% 31% 27% Gives best assurance on privacy of info 14% 21% 26% 20% 16% 19% provided Most neat looking design (aesthetics) 16% 20% 18% 7% 20% 17% Most logical structure and flow of info. / 18% 14% 25% 19% 7% 16% content Helps accomplish the task in least no. of 9% 13% 12% 10% 10% 11% clicks Matches my personality and style the best 17% 2% 9% 5% 4% 7% Most consistent design, look & feel across 1% 2% 5% 0% 5% 3% the page Base: 699 71
    78. Travel Portal Respondent Profile 72
    79. Website User Friendliness Study Demographic Profile Chart 79: Gender JFM '08 Male Female 100% 85% 80% 60% 40% 15% 20% 0% Overall Base: 1,309 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% 39% 40% 37% 20% 12% 7% 5% 0% Overall Base: 1,309 73
    80. Travel Portal Chart 81: City class - by population size Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs JFM '08 46% 40% 27% 15% 20% 12% 0% Overall Base: 1,309 Chart 82: City class - by market size Metro Urban uptowns Emerging Towns Others JFM '08 47% 50% 40% 40% 30% 20% 9% 10% 5% 0% Overall Base: 1,309 74
    81. Website User Friendliness Study Table 38: Top 10 cities Cities All -Online Travel Mumbai 9% Bangalore 9% Delhi 7% Chennai 7% Coimbatore 5% Kolkata 4% Hyderabad 3% Vijayawada 3% Pune 3% Thiruvananthapuram 2% Base: 1,309 Chart 83: Region-wise break-ups North East South West JFM '08 50% 42% 40% 25% 30% 22% 20% 11% 10% 0% Overall Base: 1,309 75
    82. Travel Portal Native language of respondents Table 39: Preferred language of speaking - top 10 languages Languages All -Online Travel English 49% Hindi 26% Tamil 3% Telugu 4% Malayalam 0.9% Gujarati 3% Kannada 2% Marathi 1% Bengali 3% Urdu 5% Base: 1,309 76
    83. Website User Friendliness Study Socio Economic Profile Chart 84: Socio economic classification SEC-A SEC-B SEC-C SEC-D SEC-E JFM '08 40% 34% 26% 30% 23% 20% 12% 10% 5% 0% Overall Base: 1,309 Chart 86: Highest education level Up to SSC/HSC College but not Graduate JFM '08 Graduate & above-general stream Graduate & above-professional 38% 40% 30% 19% 17% 17% 20% 10% 0% Overall Base: 1,309 77
    84. Travel Portal Chart 87: Current occupation Jr level salaried emp Sr level salaried emp Self Employed JFM '08 Businessmen Student Housewife Others 40% 33% 30% 21% 20% 17% 10% 10% 10% 6% 3% 0% Overall Base: 1,309 78
    85. Website User Friendliness Study Economic Profile Chart 88: Monthly family income Upto Rs. 10K 10-30K 30-50K Above 50K JFM '08 50% 45% 40% 31% 30% 20% 12% 12% 10% 0% Overall Base: 1,309 Chart 89: Most expensive vehicle owned by the household JFM '08 2 Wheeler 4 Wheeler Others Don't own a vehicle 50% 39% 40% 30% 24% 21% 20% 16% 10% 0% Overall Base: 1,160 79
    86. Travel Portal Chart 90: Ownership of credit cards (individually) JFM '08 Don't own a credit card Own a Credit Card 59% 60% 42% 40% 20% 0% Overall Base: 1,309 80
    87. Website User Friendliness Study Net Usage Dynamics Chart 91: Experience in internet usage Upto 1 year 1-2 years JFM '08 2-5 years Above 5 years 60% 44% 40% 27% 19% 20% 11% 0% Overall Base: 1,309 Chart 92: Place of internet access (multiple) JFM '08 Home Place of work Cyber Cafe In-transit 80% 65% 56% 60% 42% 40% 20% 10% 0% Overall Base: 1,309 81
    88. Travel Portal WUF Index Ranking of Websites by User Segments 82
    89. Table 1: By gender breakup (overall) Male Female Cleartrip Cleartrip Makemytrip Travelguru Yatra Makemytrip Travelguru Indiatimes Travel Indiatimes Travel Yatra Table 2: By gender breakup (website users only) Male Female Yatra Cleartrip Cleartrip Makemytrip Travelguru Travelguru Indiatimes Travel Indiatimes Travel Makemytrip Yatra Table 3: By gender breakup (website non-users only) Male Female Makemytrip Travelguru Cleartrip Cleartrip Indiatimes Travel Indiatimes Travel Travelguru Yatra Yatra Makemytrip 83
    90. Table 4: By age group (overall) 13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years Cleartrip Cleartrip Makemytrip Yatra Travelguru Cleartrip Indiatimes Travel Makemytrip Yatra Indiatimes Travel Yatra Indiatimes Travel Yatra Travelguru Travelguru Travelguru Cleartrip Yatra Travelguru Indiatimes Travel Indiatimes Travel Cleartrip Indiatimes Travel Travelguru Makemytrip Yatra Cleartrip Makemytrip Makemytrip Makemytrip 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 Yatra Cleartrip Yatra Cleartrip Travelguru Cleartrip Indiatimes Travel Makemytrip Makemytrip Travelguru Cleartrip Indiatimes Travel Cleartrip Yatra Travelguru Yatra Yatra Yatra Travelguru Indiatimes Travel Cleartrip Indiatimes Travel Makemytrip Travelguru Makemytrip Travelguru Indiatimes Travel Makemytrip Indiatimes Travel Makemytrip 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 Cleartrip Cleartrip Makemytrip Yatra Travelguru Cleartrip Indiatimes Travel Makemytrip Indiatimes Travel Indiatimes Travel Indiatimes Travel Indiatimes Travel Travelguru Travelguru Travelguru Travelguru Yatra Yatra Yatra Indiatimes Travel Yatra Cleartrip Cleartrip Travelguru Makemytrip Yatra Cleartrip Makemytrip Makemytrip Makemytrip 84
    91. Table 7: By socio economic classification (overall) SEC-A SEC-B SEC-C SEC-D SEC-E Cleartrip Travelguru Cleartrip Makemytrip Cleartrip Indiatimes Travel Makemytrip Yatra Yatra Makemytrip Yatra Yatra Indiatimes Travel Travelguru Travelguru Makemytrip Indiatimes Travel Travelguru Indiatimes Travel Indiatimes Travel Travelguru Cleartrip Makemytrip Cleartrip Yatra Table 8: By socio economic classification (website users only) SEC-A SEC-B SEC-C SEC-D SEC-E Cleartrip Travelguru Cleartrip Makemytrip Travelguru Makemytrip Yatra Yatra Yatra Cleartrip Indiatimes Travel Indiatimes Travel Indiatimes Travel Cleartrip Indiatimes Travel Yatra Makemytrip Makemytrip Indiatimes Travel Yatra Travelguru Cleartrip Travelguru Travelguru Makemytrip Table 9: By socio economic classification (website non-users only) SEC-A SEC-B SEC-C SEC-D SEC-E Indiatimes Travel Makemytrip Indiatimes Travel Travelguru Cleartrip Yatra Travelguru Cleartrip Makemytrip Makemytrip Cleartrip Cleartrip Travelguru Indiatimes Travel Travelguru Travelguru Yatra Yatra Yatra Indiatimes Travel Makemytrip Indiatimes Travel Makemytrip Cleartrip Yatra 85
    92. Table 10: By vehicle ownership (overall) Two Wheeler 4 Wheeler Don’t Own Any Makemytrip Indiatimes Travel Cleartrip Yatra Yatra Makemytrip Cleartrip Cleartrip Travelguru Travelguru Travelguru Indiatimes Travel Indiatimes Travel Makemytrip Yatra Table 11: By vehicle ownership (website users only) Two Wheeler 4 Wheeler Don’t Own Any Yatra Makemytrip Yatra Cleartrip Cleartrip Cleartrip Indiatimes Travel Travelguru Makemytrip Makemytrip Indiatimes Travel Indiatimes Travel Travelguru Yatra Travelguru Table 12: By vehicle ownership (website non-users only) Two Wheeler 4 Wheeler Don’t Own Any Makemytrip Indiatimes Travel Makemytrip Travelguru Yatra Cleartrip Cleartrip Travelguru Travelguru Yatra Cleartrip Indiatimes Travel Indiatimes Travel Makemytrip Yatra 86
    93. Table 13: By region (overall) North East South West Travelguru Indiatimes Travel Cleartrip Makemytrip Indiatimes Travel Travelguru Makemytrip Indiatimes Travel Yatra Makemytrip Yatra Yatra Makemytrip Cleartrip Travelguru Travelguru Cleartrip Yatra Indiatimes Travel Cleartrip Table 14: By region (website users only) North East South West Yatra Indiatimes Travel Cleartrip Makemytrip Makemytrip Travelguru Yatra Yatra Indiatimes Travel Cleartrip Makemytrip Travelguru Travelguru Yatra Travelguru Indiatimes Travel Cleartrip Makemytrip Indiatimes Travel Cleartrip Table 15: By region (website non-users only) North East South West Travelguru Makemytrip Cleartrip Makemytrip Indiatimes Travel Travelguru Makemytrip Indiatimes Travel Cleartrip Indiatimes Travel Yatra Cleartrip Yatra Yatra Travelguru Yatra Makemytrip Cleartrip Indiatimes Travel Travelguru 87
    94. Table 16: By monthly household income (overall) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Makemytrip Indiatimes Travel Cleartrip Cleartrip Travelguru Makemytrip Yatra Yatra Indiatimes Travel Travelguru Makemytrip Travelguru Cleartrip Cleartrip Indiatimes Travel Makemytrip Yatra Yatra Travelguru Indiatimes Travel Table 17: By monthly household income (website users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Travelguru Indiatimes Travel Cleartrip Yatra Makemytrip Yatra Yatra Cleartrip Indiatimes Travel Cleartrip Makemytrip Makemytrip Cleartrip Makemytrip Indiatimes Travel Travelguru Yatra Travelguru Travelguru Indiatimes Travel Table 18: By monthly household income (website non-users only) Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs Makemytrip Makemytrip Yatra Travelguru Indiatimes Travel Indiatimes Travel Cleartrip Cleartrip Cleartrip Travelguru Makemytrip Indiatimes Travel Travelguru Cleartrip Travelguru Makemytrip Yatra Yatra Indiatimes Travel Yatra 88
    95. Sample Sizes 89
    96. Table 19: Sample sizes by websites Captured Data Usable Data User Non User Overall User Non User Overall Total Sample 663 773 1,436 610 699 1,309 Base Travelguru 137 151 288 130 141 271 Cleartrip 128 155 283 120 136 256 Indiatimes Travel 127 160 287 110 149 259 Yatra 135 154 289 124 137 261 Makemytrip 136 153 289 126 136 262 Brand Transaction Refund Travelguru 83 20 Cleartrip 81 27 Indiatimes Travel 65 14 Yatra 81 19 Makemytrip 69 10 Note- The sample sizes of various websites were equalized while calculating their website user friendliness index 90
    97. 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).............................. 37 Chart 24: Distinctive in identity (website users only) ..................... 37 Chart 25: Presentation of the home page (website users only) .......... 38 Chart 26: Presentation of the task page (website users only)............ 38 Chart 27: Aesthetics of text (website users only) .......................... 39 Chart 28: Aesthetics of graphics (website users only) ..................... 39 Chart 29: User identification with the site (website users only) ........ 40 Chart 30: Ease of comprehension (website users only).................... 40 Chart 31: Relevance of content (website users only) ...................... 41 Chart 32: Relative quality of content (website users only) ............... 41 Chart 33: Ease of locating task info (website users only) ................. 42 Chart 34: Ease of conducting the task (website users only) .............. 42 Chart 35: Navigation flow between pages (website users only) ......... 43 Chart 36: Navigation cues and helps (website users only) ................ 43 Chart 37: Error recovery (website users only) .............................. 44 Chart 38: Appropriateness of the response (website users only) ........ 44 Chart 39: Timeliness of response (website users only) .................... 45 Chart 40: Satisfaction with response (website users only)................ 45 Chart 41: Timeliness of task completion (website users only) ........... 46 Chart 42: Quality of the usage experience (website users only)......... 46 Chart 43: Perceived sense of security in usage (website users only) ... 47 Chart 44: Brand preference creation (website users only) ............... 47 Chart 45: Complete the transaction on this website (website users only) ....................................................................................... 48 Chart 46: Ease of transaction completion (website users only).......... 48 Chart 47: Clarification regarding charges/payments (website users only) ....................................................................................... 49 Chart 48: Adequacy of payment options (website users only) ........... 49 Chart 49: Online security (website users only).............................. 50 Chart 50: Promptness of transaction confirmation (website users only) ....................................................................................... 50 Chart 51: Promptness of delivery (website users only) .................... 51 Chart 52: Appropriateness of the delivered product (website users only) ....................................................................................... 51 91
    98. Chart 53: Display of refund policy (website users only) ................... 52 Chart 54: Easy of comprehension of refund policy (website users only)52 Chart 55: Promptness in refund (website users only)...................... 53 Chart 56: Adequacy of refund amount (website users only).............. 53 Chart 57: Download time (website non users only) ........................ 60 Chart 58: Distinctive in identity (website non users only) ................ 60 Chart 59: Presentation of the home page (website non users only) .... 61 Chart 60: Presentation of the task page (website non users only) ...... 61 Chart 61: Aesthetics of text (website non users only) ..................... 62 Chart 62: Aesthetics of graphics (website non users only)................ 62 Chart 63: User identification with the site (website non users only) ... 63 Chart 64: Ease of comprehension (website non users only) .............. 63 Chart 65: Relevance of content (website non users only) ................ 64 Chart 66: Relative quality of content (website non users only).......... 64 Chart 67: Ease of locating task info (website non users only)............ 65 Chart 68: Ease of conducting the task info (website non users only) ... 65 Chart 69: Navigation flow between pages (website non users only) .... 66 Chart 70: Navigation cues and helps (website non users only)........... 66 Chart 71: Error recovery (website non users only) ......................... 67 Chart 72: Appropriateness of the response (website non users only) ... 67 Chart 73: Timeliness of response (website non users only)............... 68 Chart 74: Satisfaction with response (website non users only) .......... 68 Chart 75: Timeliness of task completion (website non users only) ...... 69 Chart 76: Quality of usage experience (website non users only) ........ 69 Chart 77: Perceived sense of security in usage (website non users only) ....................................................................................... 70 Chart 78: Brand preference creation (website non users only) .......... 70 Chart 79: Gender ................................................................. 73 Chart 80: Age group.............................................................. 73 Chart 81: City class - by population size ..................................... 74 Chart 82: City class - by market size.......................................... 74 Chart 83: Region-wise break-ups .............................................. 75 Chart 84: Socio economic classification...................................... 77 Chart 86: Highest education level ............................................. 77 Chart 87: Current occupation .................................................. 78 Chart 88: Monthly family income .............................................. 79 Chart 89: Most expensive vehicle owned by the household .............. 79 Chart 90: Ownership of credit cards (individually) ......................... 80 Chart 91: Experience in internet usage ...................................... 81 Chart 92: Place of internet access (multiple) ............................... 81 92
    99. Index: Tables Table 1: Sample size by websites .............................................. 8 Table 2: Website user friendliness index (WUF) - overall ................. 12 Table 3: User friendly interface index (UFEX) - overall ................... 12 Table 4: User Friendly usage experience index (UZEX) - overall ........ 12 Table 5: Shopping friendliness index - overall .............................. 12 Table 6: Accessibility index (overall) ......................................... 13 Table 7: Appeal index (overall) ................................................ 13 Table 8: Shopping friendliness index (overall) .............................. 14 Table 9: Navigability index (overall).......................................... 14 Table 10: Usage satisfaction index (overall) ................................ 14 Table 11: Transaction friendliness index (overall) ......................... 15 Table 12: Delivery experience index (overall) .............................. 15 Table 13: Refund friendliness index (overall) ............................... 15 Table 14: Summary table - overall ............................................ 17 Table 15: Importance ranking of the key individual criteria (overall) .. 30 Table 16: Website user friendliness index (WUF) - website users only . 31 Table 17: User friendly interface index (UFEX) - website users only ... 31 Table 18: User friendly usage experience index (UZEX) - website users only ................................................................................. 31 Table 19: Shopping friendliness index - website users only .............. 31 Table 20: Accessibility index (website users only) ......................... 32 Table 21: Appeal index (website users only) ................................ 32 Table 22: Navigability index (website users only) .......................... 32 Table 23: Usage satisfaction index (website users only) .................. 33 Table 24: Transaction friendliness index (website users only) ........... 33 Table 25: Delivery Experience (website users only) ....................... 33 Table 26: Refund friendliness index (website users only)................. 33 Table 27: Summary table (website users only).............................. 35 Table 28: Importance ranking of the key individual criteria (website users only) ......................................................................... 54 Table 29: Website user friendliness index (WUF) - website non users only ................................................................................. 55 Table 30: User friendly interface index (UFEX) - website non users only ....................................................................................... 55 Table 31: User friendly usage experience index (UZEX) - website non users only .......................................................................... 55 Table 32: Accessibility index (website non users only) .................... 56 Table 33: Appeal index (website non users only)........................... 56 Table 34: Navigability index (website non users only)..................... 57 Table 35: Usage satisfaction index (website non users only)............. 57 Table 36: Summary table - website non users only ........................ 59 Table 37: Importance ranking of the key individual criteria (website non users only) ......................................................................... 71 Table 38: Top 10 cities .......................................................... 75 Table 39: Preferred language of speaking - top 10 languages............ 76 93
    100. Index: Segment Wise Tables Table 1: By gender breakup (overall)......................................... 83 Table 2: By gender breakup (website users only) .......................... 83 Table 3: By gender breakup (website non-users only) ..................... 83 Table 4: By age group (overall) ................................................ 84 Table 5: By age group (website users only).................................. 84 Table 6: By age group (website non-users only) ............................ 84 Table 7: By socio economic classification (overall) ........................ 85 Table 8: By socio economic classification (website users only) .......... 85 Table 9: By socio economic classification (website non-users only) .... 85 Table 10: By vehicle ownership (overall) .................................... 86 Table 11: By vehicle ownership (website users only) ...................... 86 Table 12: By vehicle ownership (website non-users only) ................ 86 Table 13: By region (overall) ................................................... 87 Table 14: By region (website users only)..................................... 87 Table 15: By region (website non-users only) ............................... 87 Table 16: By monthly household income (overall) ......................... 88 Table 17: By monthly household income (website users only) ........... 88 Table 18: By monthly household income (website non-users only)...... 88 Table 19: Sample sizes by websites ............................................ 90 94
    101. 95
    102. 96

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