consumer trend study on "consumer mobility and e-commerce"
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23:17
23:17
Consumer Mobility & E-commerce Survey
Tuesday, April 11, 2023
23:17
E-.commerceConsumer Mobility
Contact UsDemography
23:17
Respondent DemographySurvey period (Oct- Dec, 2013)
Total Respondents - 1016 Location: NCR and adjoining sub-urban areas
Female Male
28%
72%
Less than 20 years
21-25 years 26-40 years 41-60 years More than 60 years
11%
41% 38%
8%2%
Sub-urban Urban
33%
67%
<3 Lakhs >10 Lakhs 3-6 Lakhs 6-10 Lakhs Not Earning
30%
8%
28%
15% 18%
Graduation Masters and above
Matriculation or Less
57%
30%13%
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Ecommerce
Consumer Mobility
Device Change Trend
Place of Purchase
Spending on Devices
Devices Adoption
Application Usage
App Authenticity
Concern
Ad Clicking Behavior
Payment Mechanisms
Mobility Dashboard OS Comparison
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Mobility Dashboard
• While 83% smartphone users own Laptop/ Desktop, only 16% own a tablet
• Android leading Mobile OS with 76% adoption
Device Adoption
• 61% of consumers (aged less than 40) change their smartphones in less than 2 years.
Retention of Smartphones
• Email, social networking, gaming, multimedia, internet surfing most common use cases
App Use Cases
• Average smartphone price INR 20.1K and 13.7K for urban and sub-urban consumers, respectively
INR
Price of Devices
• 10% of all smartphones bought online
• 15% Windows Phone sold online
Place of Purchase
• 54% users care about app authenticity
• Consumer app reviews best check
App Authenticity
• On an average, Indian smartphone users made the shift from features phones 26 months ago
Shift to Smartphones
• 63% users don’t click on any ad
• E-commerce and gaming ads garner most interest
Ad Clicking Behavior
• 87% users download apps
• Overall 83% users do not purchase any apps
App Behavior
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Device Adoption
Mobility device adoption
Smartphone users also own a
Tablet 16%
Smartphone users also own a
Laptop/Desktop83%
76%Smartphone users use
Android
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Device Change Trend (1/2)
Migration to Smartphone
An average respondent migrated to Smartphones26 months ago
Addition of new users every year31% new users
Urban:
Sub-Urban:
27 months
23 months4 months
late
Sub-Urban users
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Device Change Trend (2/2)
39% users Retain Smartphones for at least 2 years
Retention of Smartphones
Urban :
Sub- Urban :
42%31%
Age < 40 years :
Age > 60 years :
39%56%
Retention increases with
Age
Urban users more prone to
retain smartphones
Retention of smartphones for at least 2 years
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Place of Purchase (1/2)
Online Device Purchase
~15%Devices :
~10%Devices :
Devices : ~4%
18%Income > 10 Lac :
6%Income < 3 Lac :
Affluent users more likely
to purchase phones online
10% Smartphones are sold online
Windows Phones fare best in sales through
e-retailing
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Place of Purchase (2/2)
Multi-brand Organized Retail, a hit in Urban India
45%Multi Brand
Organized Retail
25%Authorized Single-brand Showroom
Urban Respondents
52%Local Mobile
Shop
25%Multi Brand
Organized Retail
Sub - Urban Respondents
Offline Device Purchase
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Spending on Devices (1/2)
Substantial spending on smartphones, even in suburbs
18,230 Average Smartphone Price
*All values in INR
Urban :
Sub- Urban :
20,150
13,680
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Spending on Devices (2/2)
Education and affluencepositively influence spending
*All values in INR
Masters & above :
Matriculation & below :
19,970
11,740
> 10 Lac :
< 3 Lac :
23,190
14,160
Education
Income
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Payment Mechanism
*For Buying Devices
**89% sub-urban respondents prefer to pay by cheque/cash
Urban :
Sub- Urban** :
41%
5%
> 10 Lac :
< 3 Lac :
44%
20%
Location
Income
Credit/Debit card usage* high among Urban and Affluent Respondents
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Application Usage (1/4)
87%Respondents
download Apps
INR 417Average
Spending on Apps
83%Do Not Purchase
Any Apps
*All figures are for overall respondents
Despite high usage, tendency to purchase apps low
26 AppsAverage # of
Apps Downloaded
6 AppsAverage # of
Apps Purchased
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Application Usage (2/4)
More apps download by Young respondents compared with elders
~2x Age < 16-20 yrs:2913Age > 60 yrs:
Urban: 2822Sub-Urban: More apps downloaded by
Urban users compared to Sub-Urban
27%
Male: 2822Female: More apps downloaded by Male
users compared to females
27%
Trends in App Downloads
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Application Usage (3/4)
Trends in Paid Apps
Affluence Positively Influences download and Spending on Apps
Android users Purchase and spend highest on apps
Income > INR 10 Lac
Income INR < 3 Lac
INR 760
INR 328
7
3
5
7
INR 340
INR 417
Amount spent on Apps
No. of Paid Apps downloaded
Amount spent on Apps
No. of Paid Apps downloaded
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Application Usage (4/4)
App Use Cases
High Usage Among Urban and Sub-urban Respondents
AlikeMusic/Video
Internet Surfing
88%
93%86%
Social Networking
95%Gaming
83%
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App Authenticity Concern
~46%* users not concerned About App Authenticity
Checks to Ensure Authenticity
68%**
Consumer Reviews
27%**
Developers Profile
24%**
Consultation with friends and peers
*Among respondents who download Apps* *Among respondents who download Apps and are concerned
Indifference to Authenticity
Urban40%*
Sub-urban60%*Higher in Suburbs:
Linked with Age:60+ years100%*
< 25 years42%*
<<
<<
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Ad Clicking Behavior (1/2)
63% users Do not click on ads
Male: 8 ads*
4 ads*Female:
*Among those who click on Ads
More Ads clicked by males compared with females
2x
7 ads* clicked on an average over the last one year
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Ad Clicking Behavior (2/2)
Incentivizing Ad Clicking
Interested
NotInterested
3/4th users uninterested in sharing demographic data in exchange
of incentives
Ads Most clicked
46%* respondents
54%* respondents
E-commerceGaming
*Among those who click on Ads
Health and Wellness
10%* respondents
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Android, iOS, Windows
Purchasing from abroad- highest for iPhone
1 5% 32% 2.5%Percentage of Respondents
Most iPhones purchased through Authorized Single Brand
Showroom; Android and Windows phones bought from
Multi-brand Organized Retail
3 20%
40%
41%
30%
29%
43%
Authorized Single Brand showroom
Multi-Brand Organized Retail
iPhone users pay most for data and are also highest users of 3G
4 49%
19%
73%
43%
51%
15%
3G data planMonthly spend >INR 300
Android and Windows users purchase most apps, spending on apps highest by Windows phone users. Android users
most concerned for authenticity of Apps.
5
417
7
56%
340
5
47%
541
7
51%
Apps purchased
Average spend on Apps (INR)
Concerned for App authenticity
Phone usage for E-commerce highest among Windows phone
users
6 45% 55% 56%Percentage of Respondents
Credit card information on device ecosystem Mostly by iPhone
users
74% 18% 5%Percentage of
Respondents
Highest Market share for Android- (Value and Volume)
2 68%76%
20%10%
7%8%
By Value
By Volume
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E-com Dashboard
Consumer Mobility
E-commerce
Purchasing Trends
Payment Mechanisms
Adoption of E-commerce
Top E-com Websites
Initiation to E-com Sites
Deterrents to E-com Adoption
E-com on Mobile Devices
E-commerce as Info Medium
23:17
• 34% respondents shop online at least once a month
• 25% do not intend to do so
E-commerce Adoption
• On an average 19% monthly budget spent on e-commerce by those who shop online
Spending on E-commerce
• Nearly 50% consumers use e-commerce websites to research on products before buying them offline
Medium of Information
• 40% consumers visit an e-commerce website on friend’s suggestion
• TV ads initiate 13% traffic
Initiation of E-commerce
• 31% respondents believe that an intermediary will help uptake of e-commerce
Intermediary Relevance
• Prefer shop visit: 36%• Quality concerns: 30%• Immediate delivery:
29.7%• Fear of wrong product:
28.7%
Key deterrents to e-com
• Books, Travel tickets & packages, Electronic goods, Apparels are the products most shopped
Popular Purchases
• 35% respondents use their smartphones and tablets for e-com
Mobility Devices for E-com
E-commerce Dashboard
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Adoption of E-Commerce (1/2)
Massive e-commerce uptake
OVERALL RESPONDENTS : 34%
Female :
Male :
34%
34%
Similar adoption of e-commerce among Males and Females
Urban :
Sub-Urban :
41%
18%
~2x more urban respondents
shopping online
Online shopping at least once a month
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Adoption of E-Commerce (2/2)
Reluctance to E-com
32%Income < INR 3 Lac:
22%Income > INR 10 Lac:
25% Respondents do not intend to shop online
46%Sub-Urban :
15%Urban :
Less resistance among Affluent Respondents
10%
More reluctance among Sub-Urban Respondents
3x
28%Males :
16%Females :More males reluctant to shop online
~2x
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E-com as Info Medium
~50% consumers Use E-com websites to
research on Products before buying them Offline
Urban Respondents :
Sub-Urban Respondents :
64%20%
E-com websites widely used as
Medium of Information
Tendency higher among urban respondents
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Purchasing Trends (1/2)
Substantial Percentage of Monthly Budgets spent on
E-commerce
Affluent Respondents spend
higher share of wallet online
Income < 3 Lac :
Income > 10 Lac :
14%
19%
Education positively influences the spending on E-
commerce
Matriculates & less :
Graduates & above :
12%
19%
Average share of e-commerce in expenditures: 19%
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Purchasing trends (2/2)
Products most shopped for Online
Books51%
46%Electronic GoodsApparels
47%
Travel Tickets/Packages
47%Shoes38%
*All figures are for those who shopped online over the last one year
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Payment Mechanisms
Credit/Debit Card paymentUsers most comfortable using this
payment model
48% respondents use Credit/Debit Cards for e-commerce
transactions
Urban respondents more comfortable using Credit/Debit cards
Sub-Urban :
Urban :
36%
50%
Female users more inclined to
using Credit/Debit cards
Females :
Males :
55%
44%
*All figures are for those who shopped online over the last one year
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Top E-commerce Sites
Unless specifically asked 73% customers don’t consider IRCTC ticketing as e-commerce
Brand recall limited to few E-com websites
71%
17.3%
17.5% 29.6%
30%
E-com Websites with Highest Recall
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Initiation to E-com Sites
Peer Recommendations critical to site selection
13% Influenced by TV ads
40% on Peer Suggestion
35% Through Product Web Search
Initiation on an E-commerce site:
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Deterrents to E-commerce
31% respondentsBelieve that a local intermediary will help uptake
of E-commerce
Key deterrents to E-com
Concerns regarding product quality
Fear of wrong product delivery
Immediate Product delivery
Preference to visit shops
36%
29.7% 28.7%
30%
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E-com On Mobile Devices
Education and Affluencepositively influence use of Mobility Devices for
E-commerce
Mobility Devices for E-Com
35% respondents use mobility devices for e-commerce
Smartphones Tablets
Matriculates :
Graduates & above :
8%
37%
Income < 3 Lac :
Income > 10 Lac :
30%
40%
23%
41%
33%
43%
*All values for Smartphone and Tablet users who responded
23:17
69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout5th Block, KoramangalaBangalore – 560095Phone: +91-80-41127925/6
First Floor, Plot # 131, Sector - 44,Gurgaon – 122002Phone: +91-124- 4420100
21, Waterway AveSuite 300 The WoodlandsTX-77380 USAPhone:+1-281-362-2773
3080 Olcott Street Suite A125, Santa Clara, CA 95054 Phone: +408-716-8432
Level 42, Suntec Tower Three8 Temasek BoulevardSingapore 038988Phone:+65 6829 2123
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