online shopping brand

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Brand Track Study: Online Shopping

January 2008

Prepared by: JuxtConsult, New Delhi



Presentation flow

Methodology

Usage Track

² Online Shopping Usage Status

² Online Shopper·s User Profiles

² Online Shopping Usage Behavior

² Online Shopper·s Media Habits

Brand Track

² Brand Salience and Perceptions

² Brand Shares

² Brand Performance / Brand Momentux



Methodology

Online Survey between 5th December to 22nd December 2007

Survey run using Google AdWords and AdSense

Total Sample Used: 1,878 (Brand Track reported on a a valid baseof 1,230)

India Online 2007 multipliers used to make data representative oftotal online urban population (multiplier on geographic zone,town class and SEC)



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· online)

Online Buyers: all Internet users who buy products/services online (excluding those who

buy only ¶travel products· 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)




Head of the household (Chief wage earner): member of the household who contributes

maximum income towards the household expenses

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




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 ¶outof· a brand)

Brand Loyalty: Similarity between the ¶intended buying· of a brand and the ¶currentownership· 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-outsof the brand) as a ratio of its ¶current primary consumers·

Brand Momentux : A calculated index of a brand·s ¶current mass· (current primaryconsumer share of the brand) multiplied by its ¶speed accelerators· (arithmetic mean ofmindshare factors like brand persuasion, brand pull and brand loyalty)



Toplines



Usage Track

49% of all Internet users have ¶shopped· online (searched or bought) in the last 3

months ² a decline of 10% over the previous quarter base of 60%

However, the proportion of ¶buyers· went up significantly ² from just 18% last

quarter to 39% this quarter (+ 21%). Those who ¶only search· dropped significantly tojust 10% (-31%)

1 in 5 active online buyers (22%) started buying only in the last 3 months. Over half

(52%) have started buying in only last 1 year

Proportion of heavy spenders went up +9% to reach 57% of total online buyer base.

They accounted for 95% of all online spends, indicating significant increase in per

capita monthly spends among these buyers

Proportion of ¶daily· online buyers increased significantly from all the three place of

online buying (home, place of work, cyber café)



Usage Track

Proportion of buyers paying ¶cash on delivery· fell this quarter (-13%), while those

paying by ¶cash card· and ¶e-currency· gained some acceptance (+4% each)

¶Delayed delivery· continues to be the single biggest problem online buyers face

(46%). ¶Damaged goods at delivery·, ¶transaction failure· and ¶misuse of credit card·show noticeable increase as problems faced while buying online in the last quarter

Shifts noticed in the profile of online buyers in the last quarter:

² A marginal 3% shift in favor of female buyers

² 9% shift in favour of ·36-45 years· age groups

² 13% shift in favor of tier 3 city-markets at the cost of metro and other city-markets

² 12% shift in favor of SEC ¶B· (largely at the cost of SEC ¶C·)

² 8% shift in favour of the chief wage earner of the household

² 7% shift in favor of those owning a vehicle



Brand Track

Ebay continues to dominate the ¶top of mind· brand recall for the category at 52%(+2% in the quarter)

62% of Ebay·s total brand awareness is ¶top of mind· awareness. Only Ebay andYahoo have improved their ¶top of mind· to ¶total brand recall· ratios noticeably

Ebay leads the ¶secondary· consumer share at 56%, and ¶primary· consumer share at44%

Yahoo & Homeshop18 gain noticeable secondary share (9% and 6% respectively),while Rediff & Indiatimes lost primary share (-5% and -4% respectively)

Ebay shows the best ¶secondary· to ¶primary· consumer share conversion ratio of78% (+7% increase over last quarter). Homeshop18 shows the lowest at 37%

Apart from Ebay, all the other brands show significant drop in their secondary toprimary share conversion ratios



Brand Track

Despite increase in brand mass, Ebay just manages to maintain its momentum. This

is largely due to decrease in brand persuasion and pull. However if this continues,

next quarter it is likely to ¶decelerate· and lose primary share

Amazon, Indiaplaza and Sify manage to maintain their last quarter·s momentum

Homeshop 18 show ¶acceleration· in its momentum. If it sustains the current

momentums Homeshop 18 is likely to gain some primary share in the next quarter

Though Rediff, Futurebazaar and Indiatimes show ¶deceleration·, Rediff is more

likely to lose some primary share. Indiatimes and Futurebazaar are likely to hold

steady or gain primary share marginally



Online Shopping Usage Status



Online Shopping Usage

All Internet Users100%

Intention toshop online

18% (+4%)

No intention toshop online

32% (+5%)

Searched and Bought39% (+21%)

Searched Only10% (-31%)

Online Non-shoppers51% (+10%) Online Shoppers49% (-10%)

Last 3 months usage

Next 3 months intentions

Although online shopper·s base has decreased by 10% in the last quarter to reach 49%, online buyer·s base has

increased by 21% this quarter to reach 39%

18% of all Internet users (currently non-shoppers online) intend to search or buy online in the next 3 months



Online Buyers* by Experience -1

More than half the online buyers (52%) are new buyers. Indicates a steady increase in the base of new buyers (+5%)

Current Quarter

52%

34%

14%

New Buyers (buying for less than 1 years)

Evolving Buyers (buying for 1-3 years)

Experienced Buyers (buying for more than 3 years)

(-4)

(-1)

* Buyers are the ones who searched as well as bought something online in last three months

(+5)



Change from PQ

0%

4%

-2% -2%

2%

-2%-5%

0%

5%

Current Quarter

22%

30%

24%

10% 11%

4%

0%

10%

20%

30%

Searched & Bought

Last 3 month 3 months to 1 year 1-2 years

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

Online Buyers by Experience -2

The increase in proportion of new buyers is largely due to increase in proportion of buyers in the

time period of 3 months to 1 year



Online Buying by Place of Access

Home Only46% (-2%)

Office Only17% (+3%)

Cyber café Only5% (-2%)

22%(+1%)

4%(+1%) 1%

(-2%)4%(0%)

Home - 77% (+1%) Office- 44% (+3%)

Cyber café - 15% (-2%)

Though maximum online buying continues to happen from ¶home only· (46%), it·s the online buying from

office which has actually shown a increase this quarter



Online Spending

Heavy spenders form 57% of all online buyers. They account for 95% of all online spends

Though medium spenders form one-third of all online buyers, they account for a negligible 5% of all online spends

Light Spender ² Less than Rs.1,000 per month; Medium Spender ² between Rs.1,000 to Rs.5,000 per month; Heavy Spender ² more than Rs.5,000 per month

Current Quarter

10%

33%

5%

57%

95%

0%

0%

20%

40%

60%

80%

100%

Proportion of Online Buyers Proportion of Online Spends

Light Medium Heavy

(-8)

(-2)

(+9)

(-1) (-1)

(+2)



Online Shopper User Profiles



3%

-3%

0%

-3%

3%

0%

-5%

5%

Change from PQ

87%84% 85%

13%16% 15%

0%

20%

40%

60%

80%

100%

Searched Only Searched & Bought All Shoppers

Current Quarter Male Female

Demographic distributionGender

Though majority (84%) of buyers are males, this quarter there is a marginal growth in the number of

female online buyers (+3%)



3%

-10%-3%-1%

3% 0%1%9% 5%

-3%-2%

-3%

-30%

-10%

10%

30%

Change from PQ

46%

36%41%39% 39% 39%

11%

18%15%

5% 6% 6%

0%

20%

40%

60%


Current Quarter Up to 24 years Age 25-35 Years

Age 36-45 Years Above 45 years

Demographic distribution Age

75% of the online buyers are below 35 years (a 7% decline since last quarter). This decline is a result of

decline in proportion of buyers below 24 years age group by 10% compared to the last quarter

The proportion of buyers between the age group 36-45 years has witnessed a 9% growth this quarter



2%

-11%

-4%

2%5% 3%

-6%

5%

0%-1%

0% 0%2% 1% 1%

-15%

-5%

5%

15%

Change from PQ

62%

51%56%

12% 14% 13%

24%

33%29%

0% 2% 1%3% 1% 2%

0%

20%

40%

60%

80%


Current Quarter Unmarried

Married without children

Married with children

Divorced/widowed without children

Divorced/widowed with children

Demographic distributionMarital Status

Although more than 50% online buyers are unmarried, their proportion has declined noticeably this quarter (-11%)



-3%-5% -4%

-7%

2%

-2%

3%1%

3%

-2%

1%

0%

1%

-5%-2%

10%6% 6%

-10%

-5%

0%

5%

10%

Change from PQ

6%5% 6%

9%

18%

14%

10%12% 11%

6%

10%8%

29%

26%27%

40%

30%

35%

0%

10%

20%

30%

40%


Current Quarter Service (Junior) Serv ice (Senior) Self Employed

Business Student Others

Demographic distributionOccupation

¶Others·, i.e. the group including housewives, retired people & the unemployed emerged as the largest

proportion of both online shoppers (+10%) as well as online buyers (+6%) in the last quarter

The proportion of only searching corporate executives have declined in this quarter



51%

60%56%

11% 12% 12%

37%

29%33%

0%

20%

40%

60%


Current Quarter

English Hindi Other Colloquial

-9%

1%

-4%-4%

0%

-3%

13%

-1%

7%

-15%

-5%

5%

15%

Change from PQ

Demographic distributionPreferred language of reading

Though 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 shoppers (+13%) in this quarter



-9% -8% -8%

7%4% 5%

-2%

-9%-5%

4%

13%7%

-15%

-5%

5%

15%

Change from PQ

40%

44%42%

13%10% 11%

9%5% 7%

38%41% 40%

0%

20%

40%

60%


Current Quarter Metro Urban uptowns Emerging Towns Others

Geographic distributionCity type

As compared to last quarter, there has been a significant drop amongst both searchers & buyers from metros

In contrast, the proportion of small ¶other towns· has increased significantly among buyers



Geographic distribution

City Searched Only Searched &Bought

All Shoppers

Sample Base 495 735 1,230

Mumbai -3% 10% 2% 13% 0% 12%

Bangalore -1% 9% 2% 9% 0% 9%

Chennai 0% 7% 0% 9% 1% 8%

Hyderabad 1% 7% 3% 8% 2% 8%

Delhi -4% 6% -4% 8% -3% 7%

Ahmadabad 0% 3% -3% 3% -1% 3%

Kolkata 1% 4% -2% 2% -1% 2%

Pune 0% 2% 1% 2% 0% 2%

Kochi 2% 3% 1% 2% 2% 2%

Noida 1% 1% 2% 2% 1% 2%

Top 10 Cities



-1%

2%

1%

0% 0% -1%

2%

-2%

0%

-1% 0% 0%

-5%

0%

5%

Change from PQ

21%

24%23%

42%40% 41%

13%10% 11%

24%27% 26%

0%

10%

20%

30%

40%

50%


Current Quarter North South East West

Geographic distributionRegion

Southern region is still contributing significantlymore than other regions, among both searchers & buyers



-7%

0%

-3%

9%12% 10%

-2%

-13%-7%

-15%

-5%

5%

15%

Change from PQ

26%

34%

31%

40% 41% 41%

34%

24%

29%

0%

10%

20%

30%

40%

50%


Current Quarter SEC-A SEC-B SEC-C

Socio economic distributionSEC classification

Significant increase in proportion of SEC ¶B·, specially among buyers (+12%)

In contrast, significant fall witnessed in proportion of SEC ¶C· among the buyers (-13%)



-7%

8%

0%

7%

-8%

0%

-10%

0%

10%

Change from PQ

43%

53%

48%

58%

47%

52%

0%

20%

40%

60%


Current Quarter User is the CWE Not the CWE

Socio economic distributionHead of the Household

Proportion of ¶head· of the household increased among the buyers (+8%)

In contrast, amongst the searchers, proportion of ¶head· of the household has decreased

CWE ² Chief W age E arner



14%

1%

6%

-5%

4%

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

2%

-1%

-6% -6% -5%-10%

0%

10%

20%

Change from PQ

48%

30%

38%

19%

26%

23%

14%17% 15%

10%14%

12%9%

14%12%

0%

10%

20%

30%

40%

50%


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/-

Economic distributionMonthly household income (MHI)

Households with MHI up to Rs.10,000 contribute significantly more to online shopping than other households (38%)

It is most pronounced for searchers, where a 14% hike has brought their contribution to almost 50% this quarter



-7%

3%

-1%

4% 4% 4%1%

-7%-4%

-10%

0%

10%

Change from PQ

23%

35%

30%

47% 47% 47%

27%

16%

21%

0%

10%

20%

30%

40%

50%


Current QuarterFour wheeler owners Two wheeler owners No vehicle

Economic distributionMost expensive vehicle owned

Among the buyers, the proportion of vehicle owners has increased significantly this quarter (+7%) ² this

increase is almost equally divided among two-wheeler owners (+4%) & four-wheeler owners (+3%)

The proportion of four-wheeler owners declined by 7% among the searchers over the last quarter



18%22% 21%

13%

24%19%

69%

54%

61%

0%

10%

20%

30%

40%

50%

60%

70%


Current Quarter Single card Multiple cards No credit card

-2% -1% -1%

-8%

0%-3%

9%

1%3%

-10%

0%

10%

Change from PQ

Economic distributionCredit card ownership

Every second online buyer possesses a credit card (46%)

The proportion of credit card holders declined significantly amongst the searchers (-10%) in this quarter



5%

2% 4%

0%

3%2%

-5% -4% -3%

0%

-2% -2%-5%

0%

5%

Change from PQ

82% 81% 82%

3%7% 6%3%

7% 5%12%

4%8%

0%

20%

40%

60%

80%

100%


Current Quarter Personal

Company provided

Both personal and company provided separately

No mobile phone

Economic distributionMobile phone ownership

Proportion of online shoppers having both a personal mobile as well as a company provided one has

declined this quarter, while proportion of shoppers having a personal mobile has increased ² this is in keeping

with the occupational profile of the online shoppers



Online Shopping Usage Behavior



-7%

-4%

3%

-2%

-10%

-5%

0%

5%

Change from PQ

72%

38%

21%

3%

0%

20%

40%

60%

80%

Searched & Bought

Current QuarterHome

Place of work (Office/School/College)

Cyber café

In Transit

Though most of online buying happens at home (72%), it has seen a 7% decline as compared to the previous quarter

Only online buying from cyber cafe has witnessed slight increase this quarter (+3%)

Place of Buying*

* - From multiple places. Therefore, the total adds up to more than 100%



10%

2%

-6% -6%-10%

0%

10%

Change from PQ

25%

15%

20%

40%

0%

10%

20%

30%

40%

Searched & Bought

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

The frequency of online buying from home has increased significantly ² the proportion of buyers who buy at

least ¶once a week· from home has increased significantly (+12%) to reach 40%, while those who buy less

frequently than that, has decreased

Frequency of Buying - Home



15%

-9%

0%-5%

-20%

0%

20%

Change from PQ

29%

10%

22%

39%

0%

10%

20%

30%

40%

Searched & Bought



Frequency of Buying ² Place of work

This quarter, a significant 15% increased among buyers buying at least ¶once a day· to reach 29%

In contrast, buyers buying at least ¶once a week· declined significantly (-9%)

But again most of the online buying from ¶place of work· (39%) happens less than ¶once a month·



10%

-6%

-16%

12%

-20%

0%

20%

Change from PQ

37%

20%

8%

35%

0%

10%

20%

30%

40%

Searched & Bought



Frequency of Buying ² Cyber cafe

There is a significant 10% increase among buyers buying at least ¶once a day· from cyber café (reaching 37%)

In contrast, buyers buying at least ¶once a week· and ¶once a month· declined significantly (-6% and -16%)

This again indicates that though fewer netizens buy from cyber cafes but they buy more frequently (57%)



0%

-4%

4%

-13%

-5%

0%

4%

-15%

-5%

5%

Change from PQ

55%

19%

6%

38%

20%15%

6%

0%

20%

40%

60%

Searched & Bought

Current Quarter Credit card Debit cardCash Card Cash on deliveryCheque / Demand draft Direct debit from banke-currency

Credit card (55%) continues to lead as the mode of making online payments

However, ¶cash on delivery· has witnessed significant decline (-13%) this quarter to fall to 38%

Cash card and e-currency, though still insignificant in overall scenario, do show noticeable gain

Mode of payment



5%

-3%-2%

6%

2%

-5%-5%

0%

5%

10%

Change from PQ

56%

49% 52%

15%

61%

43%

0%

10%

20%

30%

40%

50%

60%

70%

More variety / productchoices

Better price/bargain onthe net

Flex ibility of shoppinganytime

It gives status value Saves time and effort ofgoing to the market

Convenience of homedelivery

Current Quarter

Though online buying is still all about convenience with more than 50% buyers talking about ¶saving time· or

¶flexibility of 24X7·, and also ¶variety·, yet ¶status value· shows a noticeable increase as compared to last quarter

Motivation for buying online



-5%

10%

-5%

3%

7% 6%

-5%

5%

15%

Change from PQ

46%

28% 30% 30%24%

12%

-20%

0%

20%

40%

60%

Delayed delivery Damaged g oodsdelivered

Product/Quality notsame as ordered

Hidden cost / Chargedmore than displayed

Transaction failed butstill charged

Credit card misused

Current Quarter

Issues faced while buying online

Despite a 5% decline, ¶delayed delivery· continues to be the single biggest problem online buyers face while buying on the net (46%)

The problems of ¶damaged goods· and ¶transaction failed but charged· seem to have increased the most this quarter

Despite a 6% increase, ¶credit card misuse· seems to be the least of the problems faced by online buyers



44%

56%

Current QuarterYes No

This quarter the balance tips in favour of those online buyers who do not buy in an online bid or auction

Online buying in bids/auctions

(-5%)

(+5%)



Product-wise Current & Intended Shopping

Product Category Current Buyers

(Searched & Bought)

Intended Buyers in next 3 months(Searched & Bought)

Mobile/PDA -3% 45% -6% 39%

Camera -5% 38% -8% 30%

CD/VCD/DVDs -4% 37% -9% 28%

Computer and peripherals -9% 34% 8% 26%

Computer software -9% 33% -10% 23%

Electronic Gadgets -4% 32% -5% 27%

Books & Magazines 6% 32% -2% 30%

Clothes & Accessories 0% 23% 2% 25%

Movie Tickets 6% 23% 9% 32%

Watch -1% 21% -4% 17%

Electronic Durables -3% 20% -3% 17%

Gift Items/Flowers 2% 19% 0% 19%

Beauty and grooming products -3% 16% -6% 10%



Product-wise Current & Intended Shopping

Product Category Current Buyers

(Searched & Bought)

Intended Buyers in next 3 months(Searched & Bought)

Automobiles -7% 11% -3% 8%

Toy and games 2% 10% 2% 12%

Health and Fitness products 5% 9% 2% 11%

Home appliances 2% 9% 2% 11%

Sports goods 1% 9% -1% 8%

Jewellery -1% 8% 2% 10%

Kitchen Appliances 1% 8% 4% 12%

Shoes 2% 8% 7% 15%

Antiques & Collectables 1% 6% 3% 9%

Musical instruments 0% 5% 5% 10%

Household grocery 2% 5% 6% 10%

Toiletries/Perfumes 1% 4% 2% 6%



¶Not owning a credit card· is the single biggest reason for not buying online among those who search only

¶Immediate delivery not possible·, ¶Can·t touch and feel the product· are the other important barriers

Almost 1 in 4 (24%) searchers feel that ¶prices· on the are higher than they are offline

Reasons for not buying online (searchers only)

Current Quarter

35%

51%

15%

27%

32%

12%

32%

16%

24%

13%

0%

10%

20%

30%

40%

50%

60%

Searched Only

Do not feel the need to do soDo not own a credit cardHave credit card but fear misuseCan not trust the vendors/product qualityImmediate delivery not possible onlineNot aware of any shopping portalCant touch and feel the productLack of cho ice and varietyPrice on the net are higher

Buying online is too complicated for me



Media Preferences



TV Channels Searched Only Searched &Bought

All Shoppers

Sample Base 347* 579 926*

Aajtak 11% 4% 10% 10%

CNBC 11% 5% 9% 10%

NDTV 7% -1% 8% 8%

Star Plus 7% -3% 8% 7%

Asianet 4% 4% 6% 5%

Discovery 3% 1% 5% 4%

Sony 6% -2% 2% 4%

CNN IBN 2% -2% 4% 3%

NDTV Profit 2% 2% 3% 2%

BBC 2% 0% 2% 2%

Most preferred TV channel ² Top 10

* Last quarter·s media preferences were reported only for ¶searched and bought· respondents



Most preferred newspaper ² Top 10

Newspapers Searched Only Searched &Bought

All Shoppers


The Times of India 30% -10% 27% 28%

The Hindu 11% -3% 12% 12%

Eenadu 4% 4% 6% 5%

Malyalam Manorama 5% 1% 4% 4%

The Hindustan Times 3% -1% 5% 4%

Indian Express 6% 1% 2% 4%

Dainik Bhaskar 5% -1% 2% 3%

DNA 1% 3% 4% 3%

The Telegraph 2% 0% 2% 2%

The Economic Times 2% -3% 2% 2%




Most preferred magazine ² Top 10Magazines Searched Only Searched &

BoughtAll Shoppers


India Today 23% 6% 26% 25%

Outlook 6% 2% 8% 7%

Reader's Digest 4% -4% 4% 4%

Business World 3% -1% 2% 3%

Femina 3% -1% 2% 2%

The Week 3% -2% 2% 2%

Business Today 3% -4% 1% 2%

Digit 2% 0% 2% 2%

Outlook Money 2% -1% 2% 2%

Film Fare 1% -1% 2% 2%




Most preferred radio channel ² Top 10

Radio channels Searched Only Searched &Bought

All Shoppers


Radio Mirchi 23% -1% 25% 24%

Big FM 9% 0% 7% 8%

Red FM 7% 3% 6% 7%

Radio City 9% -9% 4% 6%

Suryan FM 2% 1% 4% 3%

Vividh Bharati 2% -1% 3% 3%

World Space 1% 2% 3% 2%

AIR 2% 1% 2% 2%

AIR FM RAINBOW 1% 0% 1% 1%

Fever FM 1% 0% 1% 1%




Website visited most ² Top 10

Websites Searched Only Searched &Bought

All Shoppers


Google 37% 14% 39% 38%

Yahoo 20% -3% 19% 19%

Rediff 5% -5% 7% 6%

Moneycontrol 3% 5% 6% 5%

Ebay 6% -5% 3% 4%

Indiatimes 3% 0% 2% 3%

Hotmail 2% 1% 2% 2%

Icicidirect 0% 0% 1% 1%

BSNL 1% 0% 0% 1%

Aol 0% 0% 0% 0%




Most visited website for emailing

Websites Searched Only Searched &Bought

All Shoppers


Yahoo 41% 7% 43% 42%

Gmail 30% 1% 26% 27%

Rediff 6% -7% 7% 7%

Hotmail 6% -3% 5% 5%


Sify 1% -2% 0% 1%

VSNL 0% 0% 0% 0%

Lycos 0% 0% 0% 0%




Most preferred website for checking news ² Top 10

News websites Searched Only Searched &Bought

All Shoppers


Yahoo 8% -2% 11% 10%

Rediff 10% -7% 7% 9%

NDTV 7% 4% 9% 8%


Google 9% 2% 6% 7%

BBC 3% 0% 4% 4%

Timesofindia 4% -4% 3% 3%

Eenadu 1% 3% 3% 3%

AOL 3% 2% 2% 2%

Aajtak 3% 0% 2% 2%




Brand Salience and Perceptions



6%

4%5%

-4% -5% -4%-6%

-2%-3%

4% 4% 3%

-6% -5% -6%-10%

0%

10%

Change from PQ

50%48% 49%

10%9%

9%7%

11%9%9%

6% 7%6% 6% 6%

0%

10%

20%

30%

40%

50%


Current Quarter Ebay Rediff Indiatimes Yahoo Futurebazaar

Top of mind ad recall

Almost 50% of the top of mind ad recall for online shopping among both searchers and buyers is for Ebay

Apart from Ebay, only Yahoo seems to have gained top of mind ad recall as compared to last quarter

Compared to last quarter, Futurebazaar has witnessed significant decreases in ad recall across all shopper segments



Top of mind ad recall ² All Brands

Top of mind Ad Recall

Sample Base

Searched Only

326

Search &Bought

504

All Shoppers

830

Ebay 50% 48% 49%

Rediff 10% 9% 9%

Indiatimes 7% 11% 9%

Yahoo 9% 6% 7%

Futurebazaar 6% 6% 6%

Amazon 4% 3% 3%

Froogle 5% 2% 3%

Shopping 2% 4% 3%

Homeshop18 2% 2% 2%

Sify 2% 2% 2%

MSN 1% 3% 2%

Onlineshopping 1% 0.4% 1%

Indiaplaza/Fabmall 0.3% 1% 1%

NDTVShopping 0.1% 0.3% 0.2%

Others 3% 5% 4%



Ad Sources Ebay Rediff Indiatimes Yahoo Futurebazaar

Sample Base366 95 100 41 55

Television 15% 20% 23% 9% 36%

Newspaper 8% 17% 40% 5% 22%

Magazine/Newsletter 13% 13% 29% 10% 11%

Radio 4% 12% 8% 4% 0%

Internet - Banner on a website 50% 46% 53% 24% 39%

Internet - Text link ad on a website 27% 34% 38% 22% 29%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 1% 12% 3% 4% 5%

Cannot recall 39% 35% 22% 65% 35%

Source of ad recall



7%

-5%

2%

-1%

-4% -3%-3%

2%

0%-1%

1%

0%

3% 4% 3%

-5%

0%

5%

10%

Change from PQ

55%

50%52%

15%

9%12%

8%12%

10%7% 8% 7%6% 6% 6%

0%

20%

40%

60%


Current QuarterEbay Rediff Indiatimes Futurebazaar Yahoo

Top of mind brand recall

Here also, more than 50% of the top of mind brand recall among both searchers and buyers is for Ebay

Once again, other than Ebay only Yahoo seems to have gained top of mind brand recall compared to last quarter

Rediff remains the second most recalled online shopping brand among searchers but Indiatimes beats it among the buyers



Top of mind brand recall ² All Brands

Top of mind Ad Recall

Sample Base

Searched Only

459

Search &Bought

696

All Shoppers

1,155

Ebay 55% 50% 52%

Rediff 15% 9% 12%



Yahoo 6% 6% 6%

Amazon 3% 2% 3%

MSN 2% 2% 2%

Froogle 2% 1% 2%

Shopping 0.3% 3% 2%

Indiaplaza/Fabmall 1% 2% 1%

Sify 1% 2% 1%

Homeshop18 1% 1% 1%

Onlineshopping 1% 1% 1%

NDTVshopping 0.0% 1% 0.4%

Others 0.3% 1% 1%



Brand Recall Sources Ebay Rediff Indiatimes Futurebazaar Yahoo

Sample Base 571 131 145 87 57

From an advertisement 58% 50% 54% 57% 53%

From a news story/article/feature 11% 6% 6% 4% 9%

From a relative/friend/colleague 22% 28% 22% 12% 28%

From a direct mailer/newsletter/sales call 8% 8% 8% 4% 9%

While generally surfing the net 48% 51% 48% 43% 27%

From a link on another website 35% 29% 25% 34% 20%

From an exhibition/event 6% 13% 2% 2% 4%

Do not remember 3% 4% 2% 1% 14%

Source of brand recall



74% 73% 73%

33% 35% 34%

23%30% 27%

16%

21%19%19%

17% 18%12% 9% 10%9% 8% 9%6% 5% 6%

0%

20%

40%

60%

80%


Current Quarter Ebay Rediff Indiatimes Futurebazaar

Yahoo Amazon Sify Homeshop18

-3% -4% -4%

-14%-12%

-13%-13%

-14%-12%

-5%

1%

-2%

2% 3% 2%0%

-7%

-3%-3%0%

-2%

1% 1% 1%

-20%

-10%

0%

10%

Change from PQ

At over 70%, Ebay dominates the spontaneous brand recall for the category too, equally among both searchers and buyers

Despite significant declines, both Rediff and Indiatimes follow at the second spot and third spot among searchers and buyers

Once again only Yahoo shows an increase in recall over previous quarter, though its only marginal

Spontaneous brand recall*

* Top 3 brand recalls



-4% -5% -4%

-17%-8% -12%

-17% -12% -14%-12%

1%

-7%-8% -3% -5%

-12%

2%

-7%-13%

-3%-7%-10%

3%

-4%

21%

33% 27%

-4%-5% -4%

-20%

0%

20%

40%

Change from PQ

83% 84% 84%

59% 65% 62%56%

61%59%

53%55%

54%42%

49% 46%

37%42% 40%

30%

40%

36%29% 35% 32%22%

34%28%

19%23%

21%

0%

20%

40%

60%

80%

100%

Searched Only Searched & Bought A ll Shoppers

Current Quarter Ebay Rediff Indiatimes Yahoo

Futurebazaar Sify Amazon MSN

Hom eshop18 Fabm all

Ebay continues to lead at over 80% at the aided awareness level as well

Despite significant declines this quarter, Rediff & Indiatimes continue to hold onto their 2nd & 3rd spot respectively

Homeshop18 is the only brand to witness significant increase in brand awareness amongst both searchers and buyers

Aided brand awareness



Recall Levels Ebay Rediff Indiatimes Yahoo Futurebazaar

Aided brand awareness 84% 62% 59% 54% 46%

Spontaneous brand recall 73% 34% 27% 18% 19%

Top of mind brand recall 52% 12% 10% 6% 7%

Ratio of Top of mind brand recall to

Aided brand awareness0.62 0.19 0.17 0.10 0.16

Brand recall summary ² All shoppers

62% of Ebay·s total brand recall is top of mind

It is only 19% for Rediff, 17% for Indiatimes, 16% for Futurebazaar and only 10% for Yahoo

Compared to previous quarter only Ebay and Yahoo have improved their top of mind to total brand recall ratios noticeably

(+0.05) (-0.01) (-)(+0.07)(+0.02)



7%

-6%

2%

-5%

-2%

-5%-6%

-1%

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

7%4% 5%

2% 1% 2%1%2% 2%

-10%

0%

10%

Change from PQ

47%

42%44%

12%10%

11%9%

11%

10%9% 9%9%

11%

7% 9%4% 4% 4%

2% 3% 3%

0%

20%

40%

60%


Current Quarter Ebay Rediff Indiatimes Futurebazaar

Yahoo Amazon Homeshop18

Share of word of mouth*

* website most likely to recommend

Ebay continues to dominate ¶word of mouth· for the category also, both among searchers and buyers

Even on this parameter, Yahoo shows significant increase as compared to the last quarter

In contrast, the share of word of mouth for Rediff and Indiatimes has dropped as compared to the last quarter



Brand Perceptions



Brand associations - by attributes

Again Ebay dominates the category perceptions on all the key attributes looked for in an online shopping website

Indiatimes and Rediff are distant second and third on all attributes, with Futurebazaar catching up with them on a few

Current Quarter

48% 49%47%

54%

43% 43%47%

11%7%

12% 10% 9%5% 4% 3%

11%14% 13% 14%

13%16%

14%11%10% 12%

7%

13%

11%7% 8% 8%5%

3%

7% 7%

0%

20%

40%

60%

Most responsive

customer service

Best price,

bargains and deals

Great brand image Widest variety of

product choices

Most assured

product quality and

delivery

Widest choice of

relevant payment

option

Best security on

payment

transaction

Ebay Rediff Indiatimes Futurebazaar Yahoo



Brand associations ² Ebay

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

A t t r i b u t e

0.4

0.2

0.0

-0.2

-0.4

-0.6

Best security on payment tr ansaction

Widest choice of relevant payment option

Most assured produc

t quality and delivery

Widest variety of product choices

Great br and image

Best price, bargains and deals

Most responsive customer service

Ebay



Brand associations ² Rediff


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

A t t r i b u t e

0.4

0.2

0.0

-0.2

-0.4

-0.6



Most assured produc



Great br and image



Rediff



Brand associations ² Indiatimes


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

A t t r i b u t e

0.4

0.2

0.0

-0.2

-0.4

-0.6



Most assured produc



Great br and image



Indiatimes



Brand associations ² Futurebazaar


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

A t t r i b u t e

0.4

0.2

0.0

-0.2

-0.4

-0.6



Most assured produc



Great br and image



Futurebazaar



Brand associations ² Yahoo


Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

A t t r i b u t e

0.4

0.2

0.0

-0.2

-0.4

-0.6



Most assured produc



Great br and image



Yahoo



Brand associations ² Overall perceptions

Ebay Rediff Indiatimes Futurebazaar

Brand

0.60.40.20.0-0.2-0.4-0.6-0.8

A t t r i b u t e

0.4

0.2

0.0

-0.2

-0.4

-0.6



Most assured product quality and delivery


Great br and image



Yahoo

Amazon

FuturebazaarIndiatimes

Rediff

Ebay



Brand Shares



Change from PQ

0%

-3%0%-1%

5%

8%

12%9%

0%

4%2%

6% 6% 6%4%

-4%

6%2%

-5%

5%

15%

Current Quarter

58%54% 56%

24% 24% 24%

17%

22% 20%17%16% 16%14% 16% 15%

7% 6% 7%

0%

20%

40%

60%


Ebay Rediff Indiatimes Yahoo Futu rebazaar Homeshop18

Ebay continues to lead secondary consumer share with 56% of all online shoppers having visited it in last 3 months

This quarter, Yahoo & Homeshop18 have shown significant increase in overall share of visitors in the last 3 months

Among the buyers, apart from Ebay, all the other key brands have shown noticeable increase in the secondary share

Secondary (cumulative) consumer share*

* All shopping sites used in thelast 3 months (i.e., multiple

usage), adds up to more than100% in usage



Change from PQ

4%

-4% -5%

4%

6%

-2%0% -2%

-8%

-1%

-4%

1%

0%

0%1% 2% 2%

9%

-4%-4%

4%

-10%

0%

10%

Current Quarter

45%42% 44%

2% 3%

15% 11% 13%12%

9% 10%10% 9% 10%

6%12%

9%2% 3% 3%

3%

0%

10%

20%

30%

40%

50%


Ebay Rediff Yahoo Futurebazaar

Indiatimes Amazon Homeshop18

Ebay also leads the primary consumer share, with 44% of all online shoppers preferring to visit it the most in last 3 months

While Ebay has gained noticeable primary share among the searchers (+9%), Yahoo has gained among buyers (+6%)

Overall, Ebay, Yahoo & Homeshop18 are the only players who have gained primary share in last 3 months

Primary (preferred) consumer share*

* Most preferred shopping siteamong those used in last 3

months, adds up to 100% inusage



Current Quarter

78%

53%46%

61%65%

37%

0%

20%

40%

60%

80%

100%

Ebay Rediff Indiatimes Yahoo Futurebazaar Homeshop18

Ebay shows the best secondary to primary consumer share conversion ratio of 78% in the last quarter

Fututrebazaar follows at second spot with a conversion ratio of 65%. Homeshop18 shows the lowest ratio at 37%

Only Ebay shows an increase in the conversion ratio compared to the previous quarter (+7%)

All other brands show significant drop in their secondary to primary conversion ratios from the previous quarter

Primary-Secondary Consumer Share ratios

(+7%)

(-18) (-27)

(-24) (-22)



Reasons for preference

Reasons for preferring the website Ebay Rediff Indiatimes Yahoo Futurebazaar

Has the widest variety of product choices 73% 65% 71% 62% 80%

Has the most relevant choices within my budget 50% 63% 47% 22% 56%

Lowest prices/bargain/deals 68% 67% 77% 44% 78%

Best guidance on product specifications and buying tips 38% 49% 24% 44% 47%

Most easy to find the right information quickly 60% 66% 54% 48% 70%

Most hassle free payment procedure 34% 37% 37% 36% 57%

Best security features to protect online transactions 34% 32% 39% 36% 32%

Highly dependable delivery 36% 38% 36% 42% 40%

Most assured of product quality 24% 34% 29% 30% 33%

Nothing Specific / Do not know 5% 3% 5% 3% 0%



Overall usage experience - highly satisfactory

37%

28%

46%

64%

40% 40%

-10%

10%

30%

50%

70%

Ebay Rediff Indiatimes Yahoo Futurebazaar All Shoppers

Usage satisfaction among preferred users

Yahoo and Indiatimes shows above-averageproportion of highly satisfied preferred users (64%)

Rediff shows the most below-average levels of highly satisfied preferred users (28%)



Change from PQ

5%

-6%

1%

-5%-3%

-5%-2% -2% -2%

-6%

-1%-4%

5%3% 3%4%

3% 4%

-10%

0%

10%

Current Quarter

42% 40% 41%

10%8%

11% 10%11%8%

5% 4% 5%

12% 11% 12%10% 10%

5%

0%

20%

40%

60%


Ebay Rediff Futurebazaar

Indiatimes Yahoo Homeshop18

Future ¶preferred· brand usage intentions

In the next 3 months, both searchers and buyers intend to use Ebay significantly more than the other shopping sites

However, among the buyers, intended preferred usage for Ebay is likely to decrease as compared to this quarter

Overall, intended preferred usage is expected to rise noticeably only for Yahoo & Homeshop18 in the next quarter



Brand Performance Track



Brand Sustenance Index

Brand Sustenance

Ratio of TOM Brand Recall

TOM Ad Recall

How much can the brand transcend

the advertising

Ratio of 1 represents average efficiency



Brand Sustenance Index

Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Indiaplaza/Fabmall +1.09 3.64 100% 2.54 100%

Futurebazaar +0.81 1.75 48% 0.94 37%

Rediff +0.17 1.69 46% 1.51 60%

Indiatimes +0.33 1.52 42% 1.19 47%

Ebay -0.11 1.46 40% 1.57 62%

Amazon -0.02 1.15 32% 1.17 46%

Yahoo +0.22 1.06 29% 0.84 33%

Sify -0.75 0.90 25% 1.65 65%

Homeshop18 -0.33 0.78 21% 1.11 44%

Indiaplaza/Fabmall continues to show the highest brand sustenance index in this quarter as well

Compared to last quarter, highest improvement in brand sustenance is shown by Futurebazaar

Indiatimes, Yahoo and Rediff are the other brands that improved their sustenance index



Brand Sustenance Map

Logarithmic scale

Brand Sustenance

Ebay

Rediff

Indiatimes

Futurebazaar

Yahoo

Homeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0 1.5Top of Mind Ad. Recall

T o p o f M i n d B r a n d R e c a l l

Less Sustainable

M o re Sust ainable

* Other brands not included for insufficiency of sample size



Brand Persuasion Index

Ratio of 1 represents very high efficiency

Brand PersuasionHow persuasive is your brand story

Ratio of Intention to Buy/Use Brand

Spontaneous Brand Recall



Brand Persuasion Index



Homeshop18 +0.49 0.71 100% 0.22 38%

Ebay -0.01 0.48 68% 0.49 86%

Futurebazaar -0.10 0.47 67% 0.57 100%


Yahoo +0.10 0.37 52% 0.27 47%

Amazon +0.06 0.30 43% 0.24 42%

Indiatimes -0.03 0.30 43% 0.33 58%

Rediff -0.03 0.30 42% 0.33 57%

Sify -0.15 0.19 27% 0.35 60%

Homeshop18 shows the highest brand persuasion index in this quarter (also the most gain over previous quarter)

Indiaplaza and Yahoo are the other noticeable gainers in brand persuasion

Sify and Futurebazaar show noticeable drop in their brand persuasion index



Brand Persuasion Map

Brand Persuasion

Ebay

Rediff

IndiatimesFuturebazaar

YahooHomeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0 1.5Spontaneous Recall

L i k e l i h o o d o f B u y i

n g

Less Persuasive

M or e Persuasive

Logarithmic scale* Other brands not included for insufficiency of sample size



Brand Pull Index

A positive ratio represents a growing brand

Brand PullAbility of the brand to attract news consumers or

consumers of competitive brands

Ratio of (Switch ins to the brand) ² (Switch outs from the brand)

Current primary consumer share of the brand



Brand Pull Index



Homeshop18 - 0.87 100% - -

Amazon - 0.33 71% - -

Futurebazaar +0.03 0.07 57% 0.04 100%

Indiatimes +0.03 0.05 56% 0.02 99%

Rediff +0.01 -0.05 50% -0.06 90%

Sify +0.15 -0.05 50% -0.21 76%

Indiaplaza/Fabmall +0.09 -0.06 50% -0.15 82%

Ebay -0.10 -0.06 50% 0.03 99%

Yahoo -0.10 -0.27 39% -0.16 81%

This quarter, Homeshop18 shows the highest brand pull index as well. Amazon follows the next

Indiaplaza and Sify, though with very small current preferred user base, show the best gain in brand pull index

Ebay and Yahoo show the highest decline in brand pull index in the current quarter



Brand Pull Map


Brand Pull

Ebay

Rediff Indiatimes

Futurebazaar

Yahoo

Homeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0 1.5Switch outs of the Brand

S w i t c h i n s t o t h e B r a n d

Gaining Pull

Losing Pull



Brand Loyalty Index

Ratio of 1 represents maximum efficiency

Brand LoyaltyHow much is your brand retaining its existing consumers

Ratio of Likely to Continue with the Brand

Total Current Primary Users of the Brand



Brand Loyalty Index




Amazon +0.27 0.79 97% 0.52 68%

Ebay 0.00 0.77 94% 0.77 100%

Rediff -0.02 0.69 84% 0.71 92%

Indiatimes -0.05 0.66 81% 0.71 93%

Homeshop18 -0.01 0.66 81% 0.67 88%

Futurebazaar -0.12 0.64 78% 0.76 99%

Sify -0.10 0.55 67% 0.65 85%

Yahoo -0.08 0.46 56% 0.54 70%

Indiaplaza shows the highest brand loyalty index in this quarter

However, Amazon shows the best gains in the brand loyalty levels over the last quarter

Last quarter·s leader Ebay maintains its brand loyalty levels. Futurebazaar and Sify shows the biggest declines



Brand Loyalty

82%79%

77%

69% 66% 66%64%

55%

46%

0%

20%

40%

60%

80%

100%

Fabmall Amazon Ebay Rediff I ndiatimes Homeshop18 Futurebazaar Sify Yahoo

Likely to Continue

Brand Loyalty Chart

* Other brands not included for insufficiency of sample size



Brand Momentux

It is an index. The higher the better

Brand MomentuxTM

Your future market potential based on your currentperformance

Brand X Brand Speed

Mass Accelerators

Current X Brand Persuasion factor,Users Brand Pull factor,

Brand Loyalty factor



Brand Momentux



Ebay 0.00 0.17 100% 0.17 100%

Rediff -0.02 0.04 23% 0.06 33%

Futurebazaar -0.01 0.04 22% 0.05 31%

Indiatimes -0.02 0.03 18% 0.05 28%

Yahoo +0.01 0.02 11% 0.01 8%

Homeshop18 +0.02 0.02 11% 0.00 2%

Amazon 0.00 0.01 7% 0.01 6%

Indiaplaza/Fabmall 0.00 0.01 5% 0.01 6%

Sify 0.00 0.01 3% 0.01 7%

Though not accelerating, Ebay continues to show the highest brand momentum in this quarter as well

Homeshop 18 and Yahoo show marginal acceleration in brand momentum

On the other hand, Rediff, Futurebazaar and Indiatimes show marginal deceleration in their momentums



Brand Momentux Map


Brand Momentum

Ebay

Rediff

YahooFuturebazaar

Indiatimes

Homeshop18

0.0

0.5

1.0

1.5

0.0 0.5 1.0Brand Speed

B r a n d M a s s

M ass Driven

Size

Speed Driven



Current Quarter vis-à-vis Previous Quarter

Brand Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentum

Ebay

Rediff

Futurebazaar

Indiatimes

Yahoo

Homeshop18

Amazon

Indiaplaza/Fabmall

Sify

Brand Momentux Summary

Improved Deteriorated No Change



Primary Consumer Shares

BrandPrevious Quarter

Actual Share

Current Quarter

Actual Share

Next QuarterEstimated Share

Ebay 39% 44% 41%

Rediff 17% 13% 12%


Yahoo 6% 10% 8%


Amazon 2% 3% 4%

Homeshop18 1% 3% 5%

Sify 5% 2% 2%

Indiaplaza/Fabmall 3% 2% 2%

Ebay·s stagnancy (lack of momentum) is likely to lead to a drop in primary consumer share in the next quarter

Homeshop18·s ¶acceleration· is likely to help it pick up some primary share in the next quarter

Rest of the brands are expected to either stay put, or lose/gain share only marginally in the next quarter



Thank You!

online shopping brand

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