Brand Track Study: Online Shopping

October 2007

Prepared by: JuxtConsult, New Delhi

 Presentation flow
• Methodology

• Usage Track
– Online Shopping Usage Status

– Online Shopper’s User Profiles

– Online Shopping Usage Behavior

– Online Shopper’s Media Habits

• Brand Track
– Brand Salience and Perceptions

– Brand Shares

– Brand Performance / Brand Momentux

 Methodology
• Online Survey between 30th August to 25th September 2007

• Survey run using Google AdWords and AdSense

• Total Sample Collected: 2,173

• Total Sample Used: 1,856

• India Online 2007 multipliers used to make data representative of

total online urban population (multiplier on geographic zone, town
class and SEC)
 Methodology
Special Note:

• In the India Online study this year (2007), the width and depth of sample coverage was increased significantly
by including samples from 20K – 50K population towns as well, and by sampling all SEC groups (‘A’ to ‘E’)
extensively in all the 31 towns. This makes the India Online 2007 multipliers highly robust and representative
of all SEC groups.

• However, the sample collected in this quarter’s online shopping brand track survey had good representation
from only SEC ‘A’, ‘B’ and ‘C’. Accordingly, only these 3 SEC group’s respondents have been included and
analyzed in this quarter’s report. SEC ‘D’ and ‘E’ respondents have been excluded as their sample size was
statistically not adequate for conducting any meaningful analysis.

• Yet it needs to be kept in mind that the effects of the wider SEC coverage of the multipliers are still likely to
get manifested among the 3 SEC groups covered. However, the variations are likely to be more noticeable in
user profiles and some travel usage behavior but not so noticeably in brand preferences and usage.

• This is so because a shift in user profiles towards lower SEC profile ‘may’ imply lower propensity to buy online
as well as a possible lower access to internet per se. But once the person is on the net there is no higher
possibility of one online shopping portal being accessed more than the others (as there are no economic or
technical barriers to access any specific shopping portal) - the only barrier is in the mind of the person – of
being aware or not aware of the brand names of these shopping portals.

• Lastly, due to some technical reasons the Usage Questions for the “Search Only” type of online shoppers were
not captured adequately in this round of survey. Therefore we are refraining from reporting these in this
quarter’s report.
 Definitions of terms used
• Online Shoppers: all Internet users who either search or buy products/services online
(excluding those who search or buy only ‘travel products’ and no other product/service
online)

• Online Buyers: all Internet users who buy products/services online (excluding those who
buy only ‘travel products’ and no other product/service online)

• Heavy Online Spenders: online buyers who spend more than Rs.5,000 per month in
buying products/services online (excluding online travel products/service)

• Medium Online Spenders: online buyers who spend between Rs.1,000 and Rs.5,000 per
month in buying products/services online (excluding online travel products/service)

• Light Online Spenders: online buyers who spend less than Rs.1,000 per month in buying
products/services online (excluding online travel products/service)
 Definitions of terms used
• Head of the household (Chief wage earner): member of the household who contributes
maximum to the household income

• SEC: Socio Economic Classification basis education and occupation of the chief wage
earner of the household

• Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other
forms of brand recall are unprompted recalls

• Cumulative Consumer Share: all online shopping websites used in the last 3 months
(multiple usage)

• Primary Consumer Share: the most ‘preferred’ online shopping website among all the
online shopping websites used in the last 3 months
 Definitions of terms used
• Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’

• Brand Persuasion: Ratio of ‘brand likely to buy/use’ to ‘spontaneous brand recall’

• Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the
‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out
of’ a brand)

• Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current
ownership’ of the brand at individual level (likelihood of continuing with the brand)

• Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs
of the brand) as a ratio of its ‘current primary consumers’

• Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary

consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of
mindshare factors like brand persuasion, brand pull and brand loyalty)
Toplines
 Usage Track
• 59% of all Internet users have ‘shopped’ online in last 3 months- an
increase of 15% over the previous quarter

• However, most of the addition is only among ‘searchers’. Still only

18% of all internet users are buying online – an increase of only 1%
over the previous quarter

• Though half of the online buyers (48%) are ‘heavy spenders’ they
accounted for over 90% of all online spends, indicating significant
increase in per capita monthly spends among most online buyers

• Proportion of online buying from ‘home only’ and ‘cyber cafe only’
has increased (+17%) as buying from office declined (-17%)
 Usage Track
• Electronic and IT related products have shown the most increase in buyer
base in the last quarter. However, other than mobiles, buyers for most of
these electronic items are likely to decline in the next quarter

• ‘Delayed delivery’ continues to be the single biggest problem online buyers

face (51%). The concern for ‘hidden costs’ increased noticeably this
quarter, while ‘credit card misuse’ continued to remain an insignificant
problem

• Shifts noticed in the online shopper user profile (as a result of deeper capturing of smaller town
and lower SEC profiles internet users in India Online 2007 multipliers):

– 18% shift in favour of ‘below 24 years’ age groups

– 18% shift in favor of ‘students’ in the occupational profile
– 24% shift in favor of tier 3 city-markets at the cost of tier 2 city-market
– 20% shift in favor of SEC ‘C’ (between the three reported SEC groups ‘A’,’B’ and ‘C’)
– Only 5% shift in favour of below Rs.10,000 monthly income households
– Only 2% shift in favor 2-wheeler ownership, and 3% away from car ownership
– 8% drop in ownership of credit cards and just 1% drop in ownership of mobile phones
 Brand Track
• Ebay continues to dominate the ‘top of mind’ brand recall for the category
(50%), as well as brand perceptions on all the key category attributes

• Over half of Ebay’s total brand awareness is ‘top of mind’ awareness (57%). It
is only 20% for Rediff, 16% for Futurebazaar and 15% for Indiatimes

• Ebay is being used by over half of all online shoppers (secondary consumer
share of 55%), and used on a ‘preferred’ basis by 39% (primary share)

• Only Futurebazaar gained primary share noticeably in last 3 months (+7%).

Futuerbazaar and Ebay gained secondary share (+4% and +6%)

• Futurebazaar shows the best ‘secondary’ to ‘primary’ consumer share

conversion ratio of 87%. Sify shows the lowest at 65%
 Brand Track
• Despite a marginal fall this quarter, Ebay continues to show the highest
brand momentum in the category

• Other than Futurebazaar, all other brands show ‘deceleration’ in their

momentum compared to the previous quarter

• Despite ‘deceleration’, Ebay’s current momentum is still likely to help it

gain primary consumer share in the next quarter

• Futurebazaar, the only ‘accelerating’ brand currently is also likely to pick

up primary share in the next quarter

• Rediff and Sify are likely to lose share, while Indiatimes is likely to hold on
to its primary share
Online Shopping Usage Status
 Online Shopping Usage
All Internet Users
100%

Last 3 months usage

Online Non-shoppers Online Shoppers

41% (-15%) 59% (+15%)

Next 3 months intentions

No intention to Intention to
Searched Only Searched and Bought
shop online shop online
41% (+14%) 18% (+1%)
27% (+5%) 14% (-20%)

• Online shopper’s base has increased by 15% points in the last quarter to reach 59%.
• However, of the 59% online shopper base, only 18% have bought online in the last 3 months
• 14% of all Internet users (currently non-shoppers online) intend to search or buy online in the next 3 months
 Online Buyers* by Experience -1
Current Quarter New Buyers (buying for less than 1 year)
Evolving buyers (buying for 1-3 years)
Experienced Buyers (buying for more than 3 years)
(-6)
15% (+16)
47%

(-10)
38%

• Almost half the online buyers (47%) are new buyers. Indicates a significant increase in the base of new buyers (+16%)

* Buyers are the ones who searched as well as bought something online in last three months
 Online Buyers by Experience -2
Current Quarter Last 3 month 3 months to 1 year 1-2 years

2-3 years 3 to 5 years More than 5 years

30%
25% 26%
22%
20%

13%

10% 9%
6%

0%
Searched & Bought

Change from PQ

15% 12%
10% 4%
5%
0%
-5% 0% -1%
-10% -5%
-15% -10%

• Of the 16% addition to the new online buyer base, the bulk 12% has come in the last 3 months
 Online Buying by Place of Access

Home - 76% (-1%) Office- 41% (-17%)

Home Only Office Only

21%
48% (+12%) 14% (-1%)
(-8%)

3%
4% (-5%) 3%
(0%) (-3%)

Cyber café Only

7% (+5%)

Cyber café - 17% (-3%)

• Online buying in last quarter has happened noticeably more from home only (+12%), while online buying
from office had fallen significantly (-17%)
 Online Spending
Current Quarter
Light Medium Heavy

100% 93% (+15)

80%

(+3)
60% 48%
(-3)
35%
40%
(-)
18% (-) (-15)
20%
1% 6%

0%
Proportion of Online Buyers Proportion of Online Spends

• Heavy spenders form 48% of all online buyers. They account for 93% of all online spends
• Light spenders form 18% of all online buyers. They account for a negligible 1% of all online spends

Light Spender – Less than Rs.1,000 per month; Medium Spender – between Rs.1,000 to Rs.5,000 per month; Heavy Spender – more than Rs.5,000 per month
Online Shopper User Profiles
 Demographic distribution
Gender
Current Quarter Male Female

100%
85% 87% 85%
80%

60%

40%

20% 15% 13% 15%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

20% 17% 13%

9%

0%

-9%
-20% -17% -13%

• 87% of buyers are males, while only 13% are females.

• The decline in proportion of female searchers and buyers is largely a result of better coverage of smaller
towns in this year’s India Online 2007 multipliers
 Demographic distribution
Age
Current Quarter Up to 24 years Age 25-35 Years

Age 36-45 Years Above 45 years

60%

46%
43% 44%
40% 39%
40% 36%

20%
10% 8% 10% 8% 10% 8%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ
28%
30%
18%
11%
10%

-10% -1% -3%

-8% -2% -9% -12% -7% -8%
-6%
-30%

• 82% of the online buyers are between 18-35 years.

• The proportion of below 24 years age group has witnessed a 28% growth over the last quarter (again partly
a result of better coverage of smaller towns and lower SEC groups)
 Demographic distribution
Marital Status
Unm arried Married without children
Current Quarter
Married with children Divorced/widow without children
Divorced/widow with children

80%

60% 62% 60%

60%

40%
30% 27% 29%

20%
10% 10% 10%
1% 1% 1% 0% 1% 0%
0%
Searched Only Searched & Bought All Shoppers

Change from PQ
28%
30%
15%
6%
10% 2% 0% 0% 1% 0% 0%

-10% 0% -1%
-8% -6%
-14%
-30% -23%

• Almost 2/3rd online shoppers and buyers are unmarried. Their proportion have grown noticeably, especially
among the buyers (+28%)
 Demographic distribution
Occupation
Current Quarter Service (Junior) Service (Senior) Self Employed

Business Student Others

40%

30% 31% 29%

30% 28% 28%
25%

20% 16% 15% 16%

10% 10% 11% 10%

10% 8% 8% 9% 9% 9%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

30% 24%
14% 18%
5% 5% 8% 6%
10% 1% 3%

-10% -3% 0% -7%

-2% -5%-1%

-30% -20% -24% -21%

• Students have emerged as the largest proportion of both online shoppers as well as online buyers
(24% increase over last quarter)
• In contrast, the proportion of online buying Junior executives has declined most significantly in the last
quarter
 Demographic distribution
Preferred language of reading
Current Quarter
English Hindi Other Colloquial

70%
61% 59% 60%
60%

50%

40%
30%
30% 24% 26%

20% 15% 14%

12%
10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

20% 12%
4%
2% 0% 3% 1%
0%
-2%
-5%
-20% -15%

• There is little difference between searchers and buyers in terms of their comfort levels in reading English
• There has been an increase in colloquial language preferring online buyer (+12%) in the last quarter
(again partly a result of better coverage of smaller towns and lower SEC groups)
 Geographic distribution
City type
Current Quarter Metro Urban uptowns Emerging Towns Others

60% 52%
49% 50%

40% 35%
32%
28%

20%
14%
11% 12%
6% 7% 6%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

40% 25%
19% 24%
20%
3% 1%
0%
-2% 0% -4%
-20% -6%
-17% -20%
-22%
-40%

• 1 out of every 2 online buyers (52%) come from the metro cities
• This proportion of smallest ‘other towns’ has increased significantly among both searchers and buyers
 Geographic distribution
Top 10 Cities
City Searched Only Searched & All Shoppers
Bought

Sample Base 870 398 1,268

Mumbai -1% 13% -7% 11% -3% 12%

Delhi -1% 10% 2% 12% 0% 11%

Bangalore -3% 10% -11% 7% -6% 9%

Chennai 0% 7% 2% 9% 0% 7%

Hyderabad 0% 6% -2% 5% -1% 6%

Ahmadabad -1% 3% 3% 6% 1% 4%

Kolkata -1% 3% 0% 3% -1% 3%

Pune 0% 3% -2% 2% -1% 2%

Chandigargh 0% 2% 0% 2% 0% 2%

Gurgaon
0% 1% 1% 2% 0% 1%
 Geographic distribution
Region
Current Quarter North South East West

50%
43% 42%
40%
40%

30% 27% 26%

25% 22%
22% 22%
20%
11% 11% 11%
10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ
9%
10% 7%
5% 2% 2% 3% 3%

0%
-5% -2%
-4% -4% -3%
-10% -7% -6%

• Southern region is contributing significantly more than other regions, especially among the searchers
• North and West regions have seen declines as compared to last quarter (-3% and -6%, respectively)
 Socio economic distribution
SEC classification
Current Quarter SEC-A SEC-B SEC-C

40% 37%
36% 36%
33% 34% 33%
31% 31%
29%
30%

20%

10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

40% 32%
20%
20% 12%
0%
-2% -7% -3%
-20% -11%
-16%
-40% -25%

• Significant rise in proportions of SEC ‘C’, especially among the buyers (partly due to better coverage of
smaller towns and lower SEC groups)
 Socio economic distribution
Head of the Household
Current Quarter CWE Not CWE

60% 55%
50% 50% 52%
48%
45%

40%

20%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ
19%
20%
8%
2%
0%
-2%
-8%
-20% -19%

• Proportion of ‘head’ of the household declined among the buyers (-19%)

• This is in line with the age, occupational and SEC profile of the online buyers

CWE – Chief Wage Earner

 Economic distribution
Monthly household income (MHI)
Current Quarter Up to Rs 10,000/- Rs 10,000/- to Rs 20,000/-
Rs 20,000/- to Rs 30,000/- Rs 30,000/- to Rs 50,000/-
More than Rs 50,000/-
40%
34%
32%
29%
30%
24% 24%
22%
20%
20% 18%
16% 17%
14% 15%
13% 13%
11%
10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

20%
13%
10% 5%
3% 5% 2% 1%
0%
0% -1% -1%
-3% -4% -4%
-10% -7% -4% -4%

• Households with MHI up to Rs.10,000 contribute significantly more to online buying than other households (29%)
• Their proportion has seen a 13% increase compared to last quarter
 Economic distribution
Most expensive vehicle owned
Current Quarter
Four wheeler owners Two wheeler owners No vehicle

50%
42% 44% 43%
40%
32%
30% 31%
30% 26% 25%
23%
20%

10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10% 7%
5%
2% 2% 2%
0%
-2% 0%
-3%
-10%
-11%
-20%

• Two-wheeler owners form the highest proportion of online buyers at 44% - a 7% increase over last quarter
• The proportion of four-wheeler owners declined by 11% among the buyers over the last quarter
 Economic distribution
Credit card ownership
Current Quarter Single card Multiple cards No credit card

60%
60% 58%
53%
50%

40%

30%
23% 24%
20% 20% 21% 21%
20%

10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

30% 25%

5% 8%
10%

-10% -1% -3% -4% -4%

-8%
-17%
-30%

• Every second online buyer possesses a credit card (47%)

• However, the proportion of credit card holders declined in the last quarter (again partly a ‘correction’)
 Economic distribution
Mobile phone ownership
Personal
Current Quarter
Company provided
Both personal & company provided separately
No mobile phone

77% 79% 78%

80%

60%

40%

20% 12% 11%

7% 6% 9% 10%
4% 5% 4%
0%
Searched Only Searched & Bought All Shoppers

Change from PQ

5% 3%
2% 2% 1%
0% 1% 1% 1%
0%
-1% -1%
-5% -3%
-5%
-10%

• Online buyers and searchers show almost similar levels of mobile phone ownerships
• Proportion of personal mobile phone owners declined among the searchers (-5%)
Online Shopping Usage Behavior
 Place of Buying*
Home
Current Quarter
Place of work (Office/School/College)
79% Cyber café
80%
In Transit

60%

42%
40%

18%
20%
5%
0%
Searched & Bought

Change from PQ

5% 2% 3%

-5% -3%

-15%
-15%

• Online buying happens mostly at home (79%). Its proportion increased marginally in the last quarter (+2%)
• Online buying from ‘place of work’ has declined significantly in the last quarter (-15%)

* - From multiple places. Therefore, the total adds up to more than 100%
 Frequency of Buying - Home
Current Quarter At least once a day or more At least once a week

60% 1-3 times a month Once in more than a month

46%

40%

25%

20% 16%
13%

0%
Searched & Bought

Change from PQ

20%
11%
6%

0%
-2%

-20% -16%

• The proportion of buyers who buy at least ‘once a week’ from home has increased significantly (+17%) to reach
29%
• Yet almost half the online buyers from home (46%) still buy online less than ‘once a month’
 Frequency of Buying – Place of work
Current Quarter At least once a day or more At least once a week

60% 1-3 times a month Once in more than a month

45%

40%

22%
19%
20% 14%

0%
Searched & Bought

Change from PQ

20% 12%
5%
0%

-7%
-10%
-20%

• Here too, a significant 17% increase in buyers buying at least ‘once a week’ to reach 33%
• But again almost half of the online buying from office (45%) happen to buy less than ‘once a month’
 Frequency of Buying – Cyber cafe
Current Quarter At least once a day or more At least once a week

1-3 times a month Once in more than a month

30%
27% 26%
24% 23%

20%

10%

0%
Searched & Bought

Change from PQ

20% 14%
10% 4% 6%
0%
-10%
-20%
-30% -25%

• Here too, proportion of online buyers buying at least ‘once a week’ increased by 18% to reach 53%
• This indicates that though fewer netizens buy from cyber cafes but they buy more frequently
• Only 23% online buyers buying from cyber cafés happens less than a month (a drop of -25% in last quarter)
 Mode of payment
Current Quarter Credit card Debit card
Cash Card Cash on delivery
Cheque / DD on delivery Direct debit from bank
e-currency
60% 55%
50%

40%

25%
22%
20% 15%

3% 2%
0%
Searched & Bought

Change from PQ

30%
16%
11%
10%

-10% -4% -2% -3% -2%

-17%
-30%

• Credit card (55%) and cash on delivery (50%) continue to lead as the mode of making online payments
• However, while ‘cash on delivery’ has witnessed significant growth (+16%), credit card usage has dipped by -17%
 Motivation for buying online
Current Quarter
60%
60%
52% 53% 53%
48%

40%

20%
9%

0%
More variety / product Better price/bargain Flexibility of shopping Gives status value Saves time and effort Convenience of home
choices on the net anytime of going to the market delivery

Change from PQ

30%

10% 2% 4% 1%

-10%
-9%
-17% -18%
-30%

• Despite a noticeable decline in proportion of online buyers buying to either ‘save time’ or ‘flexibility of 24X7’
or
‘convenience of home delivery’, on the whole online buying is largely about ‘convenience’
 Issues faced while buying online
Current Quarter

60%
51%

40% 35%
27%
17% 18%
20%
6%

0%
Delayed delivery Damaged goods Product/Quality not Hidden cost / Charged Transaction failed but Credit card misused
delivered same as ordered more than displayed still charged
-20%

Change from PQ

10% 7%

5% 3% 4%
3%
1%
0%

-5% -3%

• ‘Delayed delivery’ continues to be the single biggest problem online buyers face while buying on the net
(51%)
• The problem of facing ‘hidden costs’ seems to have increased the most this quarter
 Online buying in bids/auctions

Current Quarter
Yes No

(-2)
(+2)
49%
51%

• Proportion of online buyers who have bought in a bid or auction online continues to hover around 50%
 Product-wise Current & Intended Buying
Product Category Current Buyers Intended Buyers in next 3 months
(Searched & Bought) (Searched & Bought)

Mobile/PDA +30% 47% +5% 42%

Computer and peripherals +20% 42% -17% 25%

Computer software +32% 42% -18% 24%

Camera +24% 42% -9% 33%

Air Ticket -12% 41% +11% 52%

CD/VCD/DVDs +8% 41% -8% 33%

Electronic Gadgets +15% 36% -8% 28%

Books & Magazines -12% 26% +11% 37%

Clothes & Accessories 0% 23% 0% 23%

Electronic Durables +12% 22% -5% 17%

Watch +8% 21% -1% 20%

Train Ticket -25% 19% +17% 36%

Beauty and grooming products +8% 18% -5% 13%

Automobile +15% 17% -13% 4%

Movie Tickets -5% 17% +12% 29%

Gift Items/Flowers -3% 17% +3% 20%

 Product-wise Current & Intended Buying
Product Category Current Buyers Intended Buyers in next 3 months
(Searched & Bought) (Searched & Bought)

Hotel/Tours -3% 12% +9% 23%

Jewellery -1% 9% -2% 7%

Toy and games -3% 8% +4% 12%

Sports goods +6% 8% +1% 9%

Home appliances +3% 7% +3% 10%

Kitchen Appliances +3% 7% +2% 9%

Shoes +2% 6% +4% 10%

Antiques & Collectables -1% 5% +1% 6%

Musical instruments +3% 5% 0% 5%

Health and Fitness products -2% 4% +9% 13%

Toiletries/Perfumes +1% 3% +2% 5%

Household grocery +1% 3% +3% 6%

• Electronic and IT related products have shown the most increase in proportion of buying in the last quarter
• Other than mobiles, buyers for most of these electronic items are likely to decline in the next quarter
Media Preferences
Most preferred TV channel – Top 10
Searched &
TV Channels
Bought

Sample Base 580

Star Plus -2% 10%

NDTV -1% 9%

CNN IBN -2% 7%

Aajtak 0% 6%

Sony -1% 4%

Zee TV +2% 4%

Discovery 0% 4%

CNBC -6% 4%

Sun TV -3% 3%

BBC +2% 2%
Most preferred newspaper – Top 10
Searched &
Newspapers
Bought

Sample Base 580

The Times of India -9% 37%

The Hindu +1% 15%

The Hindustan Times -3% 6%

The Economic Times 0% 5%

Dainik Bhaskar +3% 3%

Maalyalam Manorama +2% 3%

Eenadu +1% 2%

The Telegraph -1% 2%

Deccan Herald +2% 2%

Indian Express -2% 2%

Most preferred magazine – Top 10
Searched &
Magazines
Bought

Sample Base 580

India Today -5% 20%

Reader's Digest -1% 7%

Outlook 0% 6%

Business Today +3% 5%

The Week -3% 4%

Femina +1% 3%

Business World 0% 3%

Outlook Money +1% 3%

Film Fare +1% 2%

Women's Era +1% 2%

Most preferred radio channel – Top 10
Searched &
Radio channels
Bought

Sample Base 580

Radio Mirchi -1% 26%

Radio City +5% 13%

Big FM +5% 7%

Red FM -1% 3%

Vividh Bharati +4% 4%

Suryan FM +2% 3%

Kochi 'B' FM +3% 3%

Radio FM +2% 2%

Fever FM +2% 2%

AIR FM RAINBOW -1% 1%

Website visited most – Top 10
Searched &
Websites
Bought

Sample Base
580

yahoo -2% 22%

google +2% 18%

rediff -3% 13%

ebay +7% 8%

orkut +2% 6%

sify -1% 3%

indiatimes -6% 2%

MSN 0% 2%

hotmail -1% 1%
Most visited website for emailing

Searched &
Websites
Bought

Sample Base
580

yahoo -2% 37%

gmail +3% 25%

rediff -2% 15%

hotmail -4% 8%

sify -2% 2%

indiatimes -2% 1%
Most preferred website for checking news – Top 10

Searched &
News websites
Bought

Sample Base
580

rediff 0% 15%

yahoo +5% 13%

timesofindia +1% 7%

Ibnlive +1% 7%

indiatimes -3% 6%

NDTV -5% 5%

BBC +2% 4%

google -2% 3%

sify -4% 3%

MSN -1% 2%
Brand Salience and Perceptions
 Top of mind ad recall
Ebay Rediff Indiatimes Futurebazaar
Current Quarter
Yahoo Amazon Sify Homeshop18

50%
44% 44% 44%

40%

30%

20% 14% 14% 14%

12% 11% 13% 12% 11%
11%
10% 7%
5%
2% 4% 3% 2%
4%
2%
4% 4% 4% 3%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10% 8% 7% 8%
6%
4%
5% 3% 3% 3% 3%
2% 2% 2% 2% 2%
1% 2% 1% 1% 1%
1% 0%
0%
-1% -1%
-5% -2%

• Ebay dominates the top of mind ad recall for online shopping among both searchers and buyers in a big way
• This quarter Futurebazaar has witnessed significant increases in ad recall across all shopper segments
 Source of ad recall

Ad Sources ebay rediff indiatimes futurebazaar yahoo

Sample Base
332 117 113 94 37

Television 10% 8% 21% 30% 12%

Newspaper 7% 4% 26% 13% 12%

Magazine/Newsletter 8% 6% 18% 16% 7%

Radio 3% 1% 5% 1% 6%

Internet - Banner on a website 47% 44% 28% 41% 49%

Internet - Text link ad on a website 35% 29% 15% 19% 31%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 2% 3% 10% 1% 8%

Cannot recall 42% 37% 44% 41% 29%

 Top of mind brand recall
Current Quarter Ebay Rediff Indiatimes
Futurebazaar Sify Am azon
Fabmall Yahoo Homeshop18
60% 54%
47% 50%

40%

16% 15%
20% 13%
11% 10% 11%
8% 7% 8%
5%3% 4%4%3% 5%3%3%
2%3%3% 2%1% 2%2%
0%
Searched Only Searched & Bought All Shoppers

Change from PQ

15% 11%
10%
6% 4% 5%
5% 2% 3% 3% 3% 2%
2% 2% 1%1%2%
0% 0% 1%0%1%
0%
-1% 0%
-5% -2% -3%
-5% -4% -4%
-10% -8%

• Ebay dominates the top of mind brand recall for the category as well, more so among buyers (54%) than searchers (47%)
• Rediff remains the second most recalled online shopping brand among both segments, despite a decline in recall levels
 Source of brand recall
Brand Recall Sources Ebay Rediff Indiatimes Futurebazaar Sify Amazon

Sample Base 541 168 137 91 48 35

From an advertisement 45% 29% 48% 58% 23% 55%

From a news story/article/feature 12% 8% 16% 19% 0% 4%

From a relative/friend/colleague 21% 21% 14% 22% 15% 39%

From a direct mailer/newsletter/sales call 7% 15% 6% 19% 3% 3%

While generally surfing the net 56% 55% 58% 55% 68% 45%

From a link on another website 36% 31% 13% 30% 14% 13%

From an exhibition/event 2% 2% 1% 4% 0% 5%

Others 1% 3% 1% 3% 3% 0%

Do not remember 4% 6% 6% 9% 4% 20%

 Spontaneous brand recall*
Current Quarter Ebay Rediff Indiatim es
Futurebazaar Yahoo Amazon
Sify Fabmall Homeshop18
77% 77% 77%
80%

60%
47% 47% 47%
44%
36% 39%
40%
21% 20% 21%
17% 16% 16%
20% 12% 14% 13%
12% 7% 5% 12% 11%9%
9%
4% 5%

0%
Searched Only Searched & Bought All Shoppers
* Top 3 brand recalls
Change from PQ

10% 7% 7%6% 7% 8% 7%
6% 5% 6% 6%
4% 4% 4% 5%
3% 3% 3% 4%
2% 2%
0% 0%
0%
-2%
-5% -4%
-6%
-10% -7%

• Ebay dominates the spontaneous brand recall for the category too, equally among both searchers and buyers
• Rediff follows at the second spot, followed closely by Indiatimes, again both among searchers and buyers
• Spontaneous recall for Sify has suffered a significant set-back this quarter, both amongst buyers and searchers
 Aided brand awareness
Ebay Rediff Indiatimes
Current Quarter
Yahoo Futurebazaar Sify
Amazon MSN Fabmall
Onlineshopping
100%
87% 89% 87%
75% 73% 74%
80% 73% 73% 73%
65%
54% 61%
50% 52%
60% 49% 51%
43% 43% 46%
40% 43%
38%
40% 26% 32% 36%
24% 28% 25%
23%
20% 16%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

20% 16% 14%

12%
8% 7%
5% 7% 3%
2% 1% 1%
0%
-3% -4% -3% 0%
-5% -3% -4% -4%
-7% -7% -5%-8% -9%
-8% -10%
-13%-15%-18% -11%
-20%

• Though Ebay continues to lead at the aided awareness level, Rediff & Indiatimes are able to bridge the gap to some
extent
• Rediff, Yahoo & Sify witnessed significant decreases in brand awareness among buyers (a result of addition of new buyers)
 Brand recall summary – All shoppers

Recall Levels Ebay Rediff Indiatimes Yahoo Futurebazaar Sify

Aided brand awareness 87% 74% 73% 61% 51% 46%

Spontaneous brand recall 77% 47% 39% 16% 21% 11%

Top of mind brand recall 50% 15% 11% 2% 8% 5%

Ratio of Top of mind brand

recall to Aided brand 0.57 0.20 0.15 0.03 0.16 0.11
awareness
(-0.05) (-0.03) (-) (-0.04) (+0.08) (+0.06)

• 57% of Ebay’s total brand recall is top of mind. It is only 20% for Rediff, 15% for Indiatimes and only 3% for Yahoo
• Compared to previous quarter Futurebazaar and Sify have improved their top of mind to total brand recall ratios
 Share of word of mouth*
Current Quarter
Ebay Rediff Indiatimes Futurebazaar Sify Yahoo

60%
48%
43%
40%
40%

17%
20% 15% 12% 12% 16%
11% 12% 14%
5% 11%
5% 4% 4%
3% 3%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10%
6%
5% 5%
3%
2% 1% 0%
0%
0% -1% -1% -1%
-3%-3% -3% -2%
-5% -5% -5%
-10%

• Ebay continues to dominate ‘word of mouth’ for the category also, both among searchers and buyers
• Rediff has shown a decline this quarter (-3%) while the share of Futurebazaar has increased (+5%)

* website most likely to recommend

Brand Perceptions
 Brand associations - by attributes
Current Quarter
Ebay Rediff Indiatimes Yahoo Futurebazaar Sify

60%
54%
47%
43% 43% 42%
41%
40%
31%

16% 19% 17% 17%

20% 15% 15%
14% 12% 12% 15% 14% 14%
12% 11%
7% 8% 11% 8% 10%
8%6% 6%
4% 5% 3% 5% 4% 4% 5% 5% 5%
1% 2% 2% 3%
0%
Most responsive Best Great brand Widest variety of Most assured Widest choice of Best security on
customer service price, bargains image product choices product quality relevant payment payment
and deals and delivery option transaction

• Again Ebay dominates the category perceptions on all the key attributes looked for in an online shopping website
• Indiatimes and Rediff are distant seconds on all the attributes
• This quarter Futurebazaar improves its scores on all attributes closing the gap on Rediff and Indiatimes on some of
them
 Brand associations – Ebay
.6

Great brand image

.4

Widest variety of product choices Best security on payment transactions

.2

-.0 Ebay
Most responsive customer service

Most assured product quality & delivery

-.2

Widest choice of relevant payment options

Attribute

-.4 Best price, bargains & deals

-.6

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Rediff
.6

Great brand image

.4

Widest variety of product choices Best security on payment transactions

.2

-.0
Most responsive customer service

Most assured product quality & delivery

-.2

Widest choice of relevant payment options

Attribute

-.4 Best price, bargains & deals

-.6
Rediff

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Indiatimes
.6

Great brand image

.4

Widest variety of product choices Best security on payment transactions

.2

-.0
Most responsive customer service
Indiatimes
Most assured product quality & delivery
-.2

Widest choice of relevant payment options

Attribute

-.4 Best price, bargains & deals

-.6

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Yahoo
.6

Great brand image

.4
Yahoo

.2 Best security on payment transactions

Widest variety of product choices

-.0

Most responsive customer service

-.2
Most assured product quality & delivery
Attribute

Widest choice of relevant payment options

-.4

Best price, bargains & deals

-.6

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Futurebazaar
.6

Great brand image

.4

Widest variety of product choices Best security on payment transactions

.2

-.0
Most responsive customer service

Most assured product quality & delivery

-.2

Widest choice of relevant payment options

Attribute

-.4 Best price, bargains & deals

Futurebazaar
-.6

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Sify
.6

Great brand image

.4

Widest variety of product choices Best security on payment transactions

.2

Sify
-.0

Most responsive customer service

-.2
Most assured product quality & delivery
Attribute

Widest choice of relevant payment options

-.4

Best price, bargains & deals

-.6

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand associations – Overall perceptions
.6

Great brand image

.4 Amazon
Yahoo
Widest variety of product choices Best security on payment transactions
.2

Sify
Ebay
-.0
Most responsive customer service
Indiatimes
Most assured product quality & delivery
-.2

Widest choice of relevant payment options

Attribute

Futurebazaar
-.4 Best price, bargains & deals Rediff

-.6

-1.5 -1.0 -.5 0.0 .5 1.0

Brand

Ebay Rediff Indiatimes Futurebazaar

Brand Shares
 Secondary (cumulative) consumer share*
Current Quarter
Ebay Rediff Indiatimes Futurebazaar Yahoo Sify

60% 58%
54% 55%

40%
27%
24%
19% 18%
20% 17% 18%
14%
9% 12% 13%
7% 7% 7% 7%
4%

0%
* All shopping sites used in
Searched Only Searched & Bought All Shoppers the last 3 months (i.e.,
Change from PQ
multiple usage), adds up to
more than 100% in usage
10% 7% 6%
5% 4% 3% 4%

0%
-2% 0% -1%
-2% -4%
-5%
-10% -6%
-9% -9% -8%

-20% -17% -16%

• Ebay continues to lead secondary consumer share with 55% of all online shoppers having visited it in last 3 months
• Apart from Ebay, only Futurebazaar has shown increase in share of visitors in the last 3 months
• Rediff and Indiatimes have shown significant drop in secondary share, especially among the buyers
 Primary (preferred) consumer share*
Current Quarter
Ebay Rediff Indiatimes Futurebazaar Yahoo Sify

50% 46%

39%
40% 36%

30%
18%
20% 15% 17%
14%
12% 13%
8% 12% 10% 11%
10% 5% 6%
3% 4% 5%

0% * Most preferred shopping

Searched Only Searched & Bought All Shoppers site among those used in last
3 months, adds up to 100%
Change from PQ in usage

10% 8% 8% 7%
5%
1% 0% 1% 1% 1% 1% 0%
0%
-3% -1% -2%
-5% -6% -5% -5%
-10%

• Ebay also leads the primary consumer share, with 39% of all online shoppers in last 3 months preferring to visit it the most
• Ebay’s primary share is noticeably higher among the buyers (46%), where it has gained +8% share in the last quarter
• Overall, Futurebazaar is the only player to have gained primary share noticeably in last 3 months (+7%)
Primary-Secondary Consumer Share ratios
Current Quarter
(+40) (+47)
100%
(-6) (+4) (+16) 87% 85% (+11)

80% 71% 71% 73%

65%
60%

40%

20%

0%
Ebay Rediff Indiatimes Futurebazaar Yahoo Sify

• Futurebazaar shows the best secondary to primary consumer share conversion ratio of 87% in the last quarter
• Yahoo follows at second spot with a conversion ratio of 85%. Sify shows the lowest conversion ratio at 65%
• Only Ebay shows a decline in the conversion ratio compared to the previous quarter (-6%)
• Yahoo and Futurebazaar show the highest increase in the conversion ratios (+47% and +40% respectively)
 Reasons for preference
Reasons for preferring the website Ebay Rediff Indiatimes Yahoo Futurebazaar Sify

Has the widest variety of product choices 78% 64% 63% 43% 62% 70%

Has the most relevant choices within my budget 59% 58% 51% 46% 69% 64%

Lowest prices/bargain/deals 72% 77% 66% 54% 73% 58%

Best guidance on product specifications and buying tips 45% 28% 37% 24% 38% 47%

Most easy to find the right information quickly 59% 50% 59% 61% 63% 67%

Most hassle free payment procedure 37% 38% 38% 28% 36% 40%

Best security features to protect online transactions 41% 36% 29% 25% 41% 41%

Highly dependable delivery 30% 28% 31% 23% 40% 39%

Most assured of product quality 27% 21% 36% 24% 36% 32%

Nothing Specific / Do not know 5% 3% 3% 8% 7% 4%

Usage satisfaction among preferred users
Overall usage experience - highly satisfactory
60%

50%

40%
36% 37%
34% 33%

24%
20%

0%
Ebay Redif f Indiatimes Sif y Futurebazaar All Shoppers

• Only Sify shows above-average proportion of highly satisfied preferred users (50%)
• Rediff shows the most below-average levels of highly satisfied preferred users (25%)
 Future ‘preferred’ brand usage intentions
Current Quarter
Ebay Rediff Indiatimes Futurebazaar Yahoo Sify

50% 46%
40%
40% 37%

30%

17%
20% 14% 14% 16%
12%12% 14% 13%
13%
6%
10% 4% 5% 4%
2% 3%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10% 7%
5%
1% 0%
0%
-2% -1% -2% -1% -1%
-4% -3%
-5% -4% -4%
-6% -7%
-10% -9% -8%

• In the next 3 months, both searchers and buyers intend to use Ebay significantly more than the other shopping
sites
• Intended preferred usage for only Futurebazaar is likely to increase in the next quarter (+5%)
Brand Performance Track
Brand Sustenance Index

Brand Sustenance
How much can the brand transcend
the advertising

Ratio of TOM Brand Recall

TOM Ad Recall

Ratio of 1 represents average efficiency

 Brand Sustenance Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Fabmall/Indiaplaza -0.33 2.54 100% 2.87 100%

Sify +0.70 1.65 65% 0.95 33%

Ebay +0.10 1.57 62% 1.47 51%

Rediff -0.78 1.51 60% 2.29 80%

Indiatimes -0.14 1.19 47% 1.33 46%

Futurebazaar -0.03 0.94 37% 0.97 34%

Yahoo -1.66 0.84 33% 2.50 87%

• Indiaplaza continues to show the highest brand sustenance index in this quarter as well
• Sify has shown the best improvement in brand sustenance compared to the previous quarter

* Other brands not included for insufficiency of sample size

 Brand Sustenance Chart
Brand Sustenance
1.0
Ebay
More sustainable
Top of Mind Brand Recall

Size
without advertising
0.8

0.5
Yahoo
Rediff
Less Sustainable
without advertising
0.3 Indiatimes

Sify
Futurebazaar
0.0
0.0 0.3 0.5 0.8 1.0
Top of Mind Ad Recall

Logarithmic scale
Brand Persuasion Index

Brand Persuasion
How persuasive is your brand story

Ratio of Intention to Buy/Use Brand

Spontaneous Brand Recall

Ratio of 1 represents very high efficiency

 Brand Persuasion Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Futurebazaar +0.05 0.57 100% 0.52 84%

Ebay -0.13 0.49 86% 0.62 100%

Sify +0.08 0.35 60% 0.27 43%

Indiatimes -0.14 0.33 58% 0.47 75%

Rediff -0.10 0.33 57% 0.43 69%

Fabmall/India Plaza -0.21 0.31 54% 0.52 83%

Yahoo -0.16 0.27 47% 0.43 70%

• Futurebazaar (and not Ebay) shows the highest brand persuasion index in this quarter
• However, Sify has shown the best improvement in brand persuasion compared to the previous quarter

* Other brands not included for insufficiency of sample size

 Brand Persuasion Chart
1.0 Brand Persuasion

Size

0.8
Homeshop 18
Likelihood of Buying

More Persuasive

0.5

Rediff
Indiaplaza
Indiatimes
Amazon Futurebazaar
0.3
Sify Less Persuasive
Yahoo

0.0
0.0 0.3 0.5 0.8 1.0
Spontaneous Recall

Logarithmic scale
 Brand Pull Index

Brand Pull
Ability of the brand to attract news consumers or
consumers of competitive brands

Ratio of (Switch ins to the brand) – (Switch outs from the brand)
Current primary consumer share of the brand

A positive ratio represents a growing brand

 Brand Pull Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Futurebazaar -0.65 0.04 100% 0.69 62%

Ebay -0.16 0.03 99% 0.19 17%

Indiatimes -0.13 0.02 99% 0.15 13%

Rediff +0.04 -0.06 90% -0.10 -9%

Fabmall/India Plaza -1.26 -0.15 82% 1.11 100%

Yahoo -0.46 -0.16 81% 0.30 27%

Sify -0.18 -0.21 76% -0.03 -3%

• Futurebazaar (and not Indiaplaza) shows the highest brand pull index in this quarter
• Among the main brands only Rediff has shown improvement in brand pull compared to the previous quarter

* Other brands not included for insufficiency of sample size

 Brand Pull Chart
Brand Pull
1.5

1.3 Size
Gaining Pull
Ebay
Switch-ins to the Brand

1.0
Rediff
Indiatimes Futurebazaar
0.8 Amazon

0.5 Yahoo
Homeshop18 Sify

0.3 Fabmall
Losing Pull

0.0
0.0 0.3 0.5 0.8 1.0 1.3 1.5
Switch-outs from the Brand

Logarithmic scale
 Brand Loyalty Index

Brand Loyalty
How much is your brand retaining its existing consumers

Ratio of Likely to Continue with the Brand

Total Current Primary Users of the Brand

Ratio of 1 represents maximum efficiency

 Brand Loyalty Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Ebay -0.13 0.77 100% 0.90 99%

Futurebazaar -0.15 0.76 99% 0.91 100%

Fabmall/India Plaza -0.01 0.72 95% 0.73 79%

Indiatimes -0.15 0.71 93% 0.86 94%

Rediff -0.09 0.71 92% 0.80 88%

Sify -0.03 0.65 85% 0.68 74%

Yahoo -0.06 0.54 70% 0.60 66%

• Ebay (and not Futurebazaar) shows the highest brand loyalty index in this quarter
• All brands show decline in brand loyalty compared to previous quarter
• Indiaplaza shows the least decline in loyalty while Indiatimes and Futuzebazaar show the highest decline

* Other brands not included for insufficiency of sample size

 Brand Loyalty Chart
Brand Loyalty
100%

76% 75%
80% 72% 71% 71%
65%

60% 54% 52%

40%

20%

0%
Ebay Futurebazaar Indiaplaza/ Indiatimes Rediff Sify Yahoo Amazon
Fabmall

Likely to Continue
Brand Momentux™

Brand MomentuxTM
Your future market potential based on your current
performance

Brand X Brand Speed

Mass Accelerators

Current X Brand Persuasion factor,

Users Brand Pull factor,
Brand Loyalty factor

It is an index. The higher the better

 Brand Momentux™
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Ebay -0.05 0.17 100% 0.22 100%

Rediff -0.02 0.06 33% 0.08 39%

Futurebazaar +0.02 0.05 31% 0.03 15%

Indiatimes -0.02 0.05 28% 0.07 33%

Yahoo -0.01 0.01 8% 0.02 11%

Sify - 0.01 7% 0.01 6%

Amazon - 0.01 6% - -

Fabmall/India Plaza - 0.01 6% 0.01 4%

• Despite a marginal fall, Ebay continues to show the highest brand momentum in this quarter as well
• Other than Futurebazaar, all other brands show deceleration in their momentum compared to the previous
quarter
* Other brands not included for insufficiency of sample size
 Brand Momentux™ Chart
Brand Momentum
2.0

Mass Driven Size

1.5
Ebay
Rediff
Brand Mass

Indiatimes Futurebazaar
1.0 Yahoo Sify
Fabmall
Amazon
Homeshop18
0.5

Speed Driven

0.0
0.0 0.5 1.0 1.5 2.0
Brand Speed

Logarithmic scale
 Brand Momentux™ Summary
Current Quarter vis-à-vis Previous Quarter

Brand Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentux

Ebay

Rediff

Futurebazaar

Indiatimes

Yahoo

Sify

Indiaplaza/Fabmall

Improved Deteriorated No Change

 Primary Consumer Shares
Brand Previous Quarter Current Quarter Next Quarter
Actual Share Actual Share Estimated Share

Ebay 38% 39% 45%

Rediff 22% 17% 15%

Indiatimes 15% 13% 13%

Futurebazaar 5% 11% 14%

Yahoo 5% 6% 4%

Sify 5% 5% 3%

Indiaplaza/Fabmall 1% 3% 3%

Amazon - 2% 3%

Homeshop18 - 1% 1%

• Despite ‘deceleration’ Ebay’s current momentum is still likely to help it gain primary consumer share in the next
quarter
• The only ‘accelerating’ brand currently, Futurebazaar, is also likely to pick up primary share in the next quarter
• Rediff and Sify are likely to lose share, while Indiatimes is likely to just manage to hold on to its primary share
Thank You!