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Consumer Trend Study on "Consumer Mobility and E-Commerce"
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Consumer Trend Study on "Consumer Mobility and E-Commerce"

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The latest Zinnov study on “Consumer Mobility and E-Commerce”, encompasses raging trends in the mobile adoption space as well as that of e-commerce in the NCR and adjoining sub-urban area. This …

The latest Zinnov study on “Consumer Mobility and E-Commerce”, encompasses raging trends in the mobile adoption space as well as that of e-commerce in the NCR and adjoining sub-urban area. This first-of-its-kind consumer led study highlights major trends shaping the industry in the mobility space and clearly spells details like the kind of spending that is happening on devices, the various payment mechanisms, device change trends, purchasing patterns of apps and devices and their usage on different OS platforms. For E-Commerce adoption in the region, this recent Zinnov study brings on specifics like who are the top players, what are the growth drivers & deterrents, key interesting purchasing trends, and details on how E-commerce is growing on mobility devices.

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  • 1. 23:22 23:22 Sunday, January 19, 2014 Consumer Mobility & E-commerce Survey
  • 2. 23:22 Consumer Mobility Demography E-.commerce Contact Us
  • 3. 23:22 Respondent Demography Survey period (Oct- Dec, 2013) Total Respondents - 1016 Location: NCR and adjoining sub-urban areas 72% 28% Female 41% Male 38% 11% 8% 2% Less than 20 21-25 years 26-40 years 41-60 years More than years 60 years 67% 33% Sub-urban 30% 28% 8% <3 Lakhs >10 Lakhs 57% Graduation Urban 18% 15% 3-6 Lakhs 6-10 Lakhs Not Earning 30% 13% Masters and above Matriculation or Less
  • 4. 23:22 Ecommerce Devices Adoption Payment Mechanisms Device Change Trend Application Usage Place of Purchase Spending on Devices App Authenticity Concern Ad Clicking Behavior Consumer Mobility Mobility Dashboard OS Comparison
  • 5. 23:22 Mobility Dashboard Price of Devices Device Adoption • • While 83% smartphone users own Laptop/ Desktop, only 16% own a tablet Android leading Mobile OS with 76% adoption • Retention of Smartphones • 61% of consumers (aged less than 40) change their smartphones in less than 2 years. Email, social networking, gaming, m ultimedia, internet surfing most common use cases • On an average, Indian smartphone users made the shift from features phones 26 months ago App Behavior Place of Purchase • • App Use Cases • Average smartphone price INR 20.1K and 13.7K for urban and sub-urban consumers, respectively Shift to Smartphones 10% of all smartphones bought online 15% Windows Phone sold online • • App Authenticity Ad Clicking Behavior • • • 54% users care about app authenticity Consumer app reviews best check 87% users download apps Overall 83% users do not purchase any apps • 63% users don’t click on any ad E-commerce and gaming ads garner most interest
  • 6. 23:22 Device Adoption Mobility device adoption 76% Smartphone users use Android Smartphone users also own a Tablet 83% 16% Smartphone users also own a Laptop/Desktop
  • 7. 23:22 Device Change Trend (1/2) Migration to Smartphone An average respondent migrated to Smartphones 26 months ago Urban: Sub-Urban: 27 months Sub-Urban users 23 months 4 months late 31% new users Addition of new users every year
  • 8. 23:22 Device Change Trend (2/2) Retention of Smartphones 39% users Retain Smartphones for at least 2 years Retention of smartphones for at least 2 years Urban users Urban : more prone to retain smartphones Sub- Urban : Retention increases with Age < 40 years : Age Age > 60 years : 42% 31% 39% 56%
  • 9. 23:22 Place of Purchase (1/2) Online Device Purchase 10% Smartphones are sold online Income > 10 Lac : Income < 3 Lac : Windows Phones fare best in sales through e-retailing 18% Affluent 6% users more likely to purchase phones online Devices : ~15% Devices : ~10% Devices : ~4%
  • 10. 23:22 Place of Purchase (2/2) Offline Device Purchase Multi-brand Organized Retail, a hit in Urban India 45% Multi Brand Organized Retail 52% Local Mobile Shop Urban Respondents Sub - Urban Respondents 25% Authorized Singlebrand Showroom 25% Multi Brand Organized Retail
  • 11. 23:22 Spending on Devices (1/2) Substantial spending on smartphones, even in suburbs 18,230 Average Smartphone Price Urban : 20,150 Sub- Urban : 13,680 *All values in INR
  • 12. 23:22 Spending on Devices (2/2) Education and affluence positively influence spending Income 19,970 Matriculation & below : 11,740 > 10 Lac : Education Masters & above : 23,190 < 3 Lac : 14,160 *All values in INR
  • 13. 23:22 Payment Mechanism Credit/Debit card usage* high among Urban and Affluent Respondents Location Income Urban : Sub- Urban** : 41% 5% > 10 Lac : 44% < 3 Lac : 20% *For Buying Devices **89% sub-urban respondents prefer to pay by cheque/cash
  • 14. 23:22 Application Usage (1/4) Despite high usage, tendency to purchase apps low 87% 83% Respondents download Apps Do Not Purchase Any Apps 26 Apps 6 Apps INR 417 Average # of Apps Downloaded Average # of Apps Purchased Average Spending on Apps *All figures are for overall respondents
  • 15. 23:22 Application Usage (2/4) Trends in App Downloads 27% Male: More apps downloaded by Male users compared to females Urban: Sub-Urban: 28 22 Female: 28 22 27% More apps downloaded by Urban users compared to Sub-Urban ~2x More apps download by Young respondents compared with elders Age < 16-20 yrs: 29 Age > 60 yrs: 13
  • 16. 23:22 Application Usage (3/4) Trends in Paid Apps Android users Purchase and spend highest on apps Amount spent on Apps No. of Paid Apps downloaded INR 417 7 INR 340 5 Affluence Positively Influences download and Spending on Apps Amount spent on Apps No. of Paid Apps downloaded INR 760 Income > INR 10 Lac 7 INR 328 Income INR < 3 Lac 3
  • 17. 23:22 Application Usage (4/4) App Use Cases 83% 95% Gaming Social Networking 86% Music/Video High Usage Among Urban and Sub-urban Respondents Alike 88% Email 93% Internet Surfing
  • 18. 23:22 App Authenticity Concern ~46%* users not concerned About App Authenticity Indifference to Authenticity 60%* << Higher in Suburbs: 40%* Sub-urban 100%* 42%* << Linked with Age: Urban 60+ years < 25 years Checks to Ensure Authenticity Consumer Reviews 68%** Developers Profile 27%** Consultation with friends and peers 24%** *Among respondents who download Apps * *Among respondents who download Apps and are concerned
  • 19. 23:22 Ad Clicking Behavior (1/2) 63% users Do not click on ads 7 ads* clicked on an average over the last one year Male: 8 ads* Female: 4 ads* 2x More Ads clicked by males compared with females *Among those who click on Ads
  • 20. 23:22 Ad Clicking Behavior (2/2) Incentivizing Ad Clicking Interested Not Interested 3/4th users uninterested in sharing demographic data in exchange of incentives Ads Most clicked Gaming E-commerce Health and Wellness 54%* 46%* 10%* respondents respondents respondents *Among those who click on Ads
  • 21. 23:22 Android, iOS, Windows 1 2 3 4 5 Purchasing from abroadhighest for iPhone Highest Market share for Android- (Value and Volume) Most iPhones purchased through Authorized Single Brand Showroom; Android and Windows phones bought from Multi-brand Organized Retail iPhone users pay most for data and are also highest users of 3G Android and Windows users purchase most apps, spending on apps highest by Windows phone users. Android users most concerned for authenticity of Apps. Phone usage 6 highest amongfor E-commerce Windows phone users 7 Credit card information on device ecosystem Mostly by iPhone users Percentage of Respondents 5% 32% 2.5% 68% 76% 20% 10% 7% 8% Authorized Single Brand showroom 20% 41% 29% Multi-Brand Organized Retail 40% 30% 43% 49% 73% 51% 19% 43% 15% 7 5 7 Average spend on Apps (INR) 417 340 541 Concerned for App authenticity 56% 47% 51% Percentage of Respondents 45% 55% 56% Percentage of Respondents 4% 18% 5% By Value By Volume 3G data plan Monthly spend >INR 300 Apps purchased
  • 22. 23:22 Consumer Mobility Adoption of E-commerce as E-commerce Info Medium Top E-com Websites Purchasing Trends Payment Mechanisms Initiation to Deterrents to E- E-com on E-com Sites com Adoption Mobile Devices E-commerce E-com Dashboard
  • 23. 23:22 E-commerce Dashboard E-commerce Adoption • • 34% respondents shop online at least once a month 25% do not intend to do so • Popular Purchases • Books, Travel tickets & packages, Electronic goods, Apparels are the products most shopped Nearly 50% consumers use e-commerce websites to research on products before buying them offline • • • 40% consumers visit an e-commerce website on friend’s suggestion TV ads initiate 13% traffic 31% respondents believe that an intermediary will help uptake of e-commerce On an average 19% monthly budget spent on e-commerce by those who shop online Key deterrents to e-com Initiation of E-commerce Intermediary Relevance • Spending on E-commerce Medium of Information • • • • Prefer shop visit: 36% Quality concerns: 30% Immediate delivery: 29.7% Fear of wrong product: 28.7% Mobility Devices for E-com • 35% respondents use their smartphones and tablets for e-com
  • 24. 23:22 Adoption of E-Commerce (1/2) Massive e-commerce uptake Online shopping at least once a month OVERALL RESPONDENTS : 34% Similar adoption of e-commerce among Males and Females Female : 34% Male : 34% ~2x more urban respondents shopping online Urban : 41% Sub-Urban : 18%
  • 25. 23:22 Adoption of E-Commerce (2/2) Reluctance to E-com 25% Respondents do not intend to shop online 10% Less resistance among Income < INR 3 Lac: 32% Income > INR 10 Lac: 22% Affluent Respondents 3x More reluctance among Sub-Urban : 46% Urban : 15% Males : 28% Females : 16% Sub-Urban Respondents ~2x More males reluctant to shop online
  • 26. 23:22 E-com as Info Medium E-com websites widely used as Medium of Information ~50% consumers Use E-com websites to research on Products before buying them Offline Tendency higher among urban respondents Urban Respondents : Sub-Urban Respondents : 64% 20%
  • 27. 23:22 Purchasing Trends (1/2) Substantial Percentage of Monthly Budgets spent on E-commerce Average share of e-commerce in expenditures: Affluent Respondents spend higher share of wallet online Education positively influences the spending on Ecommerce 19% Income < 3 Lac : 14% Income > 10 Lac : 19% Matriculates & less : 12% Graduates & above : 19%
  • 28. 23:22 Purchasing trends (2/2) Products most shopped for Online 51% Books 47% 38% Travel Tickets/Packages Shoes 46% 47% Apparels Electronic Goods *All figures are for those who shopped online over the last one year
  • 29. 23:22 Payment Mechanisms Credit/Debit Card payment Users most comfortable using this payment model 48% respondents use Credit/Debit Cards for e-commerce transactions Urban Sub-Urban : Females : 55% Males : 44% 36% Urban : respondents more comfortable using Credit/Debit cards 50% Female users more inclined to using Credit/Debit cards *All figures are for those who shopped online over the last one year
  • 30. 23:22 Top E-commerce Sites Brand recall limited to few E-com websites 71% 17.3% 30% E-com Websites with Highest Recall 17.5% 29.6% Unless specifically asked 73% customers don’t consider IRCTC ticketing as e-commerce
  • 31. 23:22 Initiation to E-com Sites Peer Recommendations critical to site selection Initiation on an E-commerce site: 40% on Peer Suggestion 35% Through Product Web Search 13% Influenced by TV ads
  • 32. 23:22 Deterrents to E-commerce Key deterrents to E-com Preference to visit shops 36% Immediate Product delivery 29.7% Concerns regarding product quality 30% Fear of wrong product delivery 28.7% 31% respondents Believe that a local intermediary will help uptake of E-commerce
  • 33. 23:22 E-com On Mobile Devices Mobility Devices for E-Com 35% respondents use mobility devices for e-commerce Education and Affluence positively influence use of Mobility Devices for E-commerce Smartphones Tablets 8% 33% Graduates & above : 37% 43% Income < 3 Lac : 30% 23% Income > 10 Lac : 40% 41% Matriculates : *All values for Smartphone and Tablet users who responded
  • 34. 23:22 69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout 5th Block, Koramangala Bangalore – 560095 Phone: +91-80-41127925/6 First Floor, Plot # 131, Sector - 44, Gurgaon – 122002 Phone: +91-124- 4420100 21, Waterway Ave Suite 300 The Woodlands TX-77380 USA Phone:+1-281-362-2773 Thank You 3080 Olcott Street Suite A125, Santa Clara, CA 95054 Phone: +408-716-8432 Level 42, Suntec Tower Three 8 Temasek Boulevard Singapore 038988 Phone:+65 6829 2123 Meilifang Tower 4, Entrance 4, 10/F #1003, 11 Beiyuan Shuangying Road, Chaoyang District, Beijing China 100012 @zinnov info@zinnov.vom www.zinnov.com This report is solely for the use of Zinnov Client and Zinnov Personnel. No Part of it may be quoted, circulated or reproduced for distribution outside the client organization without prior written approval from Zinnov

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