mint coverage webchutney report inside the mind of the wired consumer durables buyer
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8/8/2019 Mint Coverage Webchutney Report Inside the Mind of the Wired Consumer Durables Buyer
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mint
www.livemint.com WEDNESDAY, NOVEMBER 3, 2010, DELHI13
Technology
VIRTUAL INFLUENCEesearch shows Web portals, including company and consumer review websites, have come tosignificantly influence purchasing decisions. While friends and family continue to be the mostpopular sources for research on durable goods, the Internet helps make an informed choice with
indepth information available from multiple sources.The consumer durables industry expanded 30% in the January-March quarter and continues to grow. Its
spend share in the overall ad pie is the second largest at R2,122 crore. The Internet, however, received only afraction of this ad spend: R54 crore. This is way too little, given the potential of the medium to influenceconsumer choice. A report by digital marketing agency webchutney, based on a survey of people who intendto buy various consumer products, indicates the extent to which the Internet is now being used for productresearch vis-à-vis traditional sources.
Graphic by Uttam Sharma/Mint
R
55%
Non-owners
intending to buy
Break-upof thosewanting topurchase
37%
25%
12% 12%
30%
52%
9%
4%
25%
75% Ownersintending to buy
Owner intender
Non-owner intender
Owner intender
Non-owner intender
Owner intender
Non-owner intender
Durationwithin whicha purchaseis intended
REFRIGERATOR WASHING MACHINE PERSONAL COMPUTERAIR CONDITIONERTELEVISION SET
Within 6months
6-12months
12-18months
18-24months
Break-upof thosewanting topurchase
Ownerintender
Non-owner intender
45%
Owner intender
Non-owner intender
Owner intender
Non-owner intender
39% 39%
11%
7%
40%
33%
22%
4%
Within 6months
6-12months
12-18months
18-24months
55%55%55%
Duration within whicha purchase is intended
32%
43%
11%
25%
50%
25%
4%
Within 6months
6-12months
12-18months
18-24months
Duration withinwhich a purchaseis intended
Break-upof thosewanting topurchase
97%Non-owner
intender
3% Ownerintender
Break-upof thosewanting topurchase
Break-upof thosewanting topurchase
30%
41%
14%
7%
54%
4% 4%
35%
Within 6months
6-12months
12-18months
18-24months
27%
73% Non-owner
intender
Owner
intender
Durationwithin which
a purchase isintended
Duration withinwhich a purchaseis intended
33%67%
Non-owner intender Ownerintender
48%
30%
9%
3%
30%
38%
20%
6%
Within 6
months
6-12
months
12-18
months18-24
months
Magazines/ newspapers/ brochures
DEALER
Friendsand family DealersTelevision
D a i l y N E W
S
Online households whichown consumer durables
Television set 96%
Personal computer 83%
Fridge 82%
Washing machine 61%
Air conditioner 35%
31%
29%40%
More than 5 years
Using internetfor up to twoyears
Between 2 and5 years
Duration of use of the online medium
ONLINE DURABLE INTENDERS’ SOURCE FOR PRODUCT RESEARCH
Media usage (above 1 hour) trendsamong online durable owners
73%
60%
38%
20%
14%
Internet
TV
Radio
Magazine
Newspaper
Owner-non intender
Purchase intention of online durable owners
24%
76%
Monthly household income of those intending a purchase
Less thanR6,250
R6,250- 12,500
R12,500- 25,000
R25,000-40,000
R40,000 - 80,000
R80,000- 100,000
More than 100,000
16%
33%
29%
7%
7%
6%
2%
Medium and content of research Experience sharing and preferred online channels
BEFORE PURCHASE AFTER PURCHASE
Type of experience shared Preferred channel to share experience Type of experience shared Preferred channel to share experience
Item features Price Brand image Performance Visual appeal
Consumer magazines Newspapers TV shows and ads Dealer Friends and relat ives Internet
31% 32% 24% 29% 28%
11%
23%
22%
8%
10%5%
47%
9%
7%4%
22%
8%
27%
12%
8%
17%
28%
9%7%
6%
22%
19%
12%
10%7%
Positiveexperience
Haven’tshared anexperience
Negative experience Negative experience
51%45%
4%
Others
Consumer goodsreview website
Company/ brand website
Socialplatforms
43%
28%
21%
8%
Positiveexperience
Haven’tshared anexperience
48%46%
6%
Consumergoods review
website
Company/ brandwebsite
Soc ial plat forms Ot her
39%32%
23% 6%
Internet
Current ownerand intender
42%48%85% 45%57%
Source: webchutney