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Brand Track Study: Online Shopping
Quarter: July - September 2008
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 10th September to 30th September 2008
• Survey run using JuxtConsult’s own net user panel (GetCountedTM)
• Total Sample Used: 1,405 (Brand Track reported on a a valid base of 1,285)
• India Online 2008 multipliers used to make data representative of total online population (multiplier on geographic zone, town class and SEC*)
* Findings representative of only SEC ‘A’, ‘B’, ‘C’ and ‘D’. Sample collected from SEC ‘E’ were statistically insufficient, therefore excluded.
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)
Definitions of terms used
• 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
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
• 91% of all Internet users have ‘shopped’ online (searched or bought) in the last 3 months – an increase of 3% over the previous quarter
• The ‘only searchers’ have grown to 55% (+8%) whereas the proportion of buyers has fallen slightly (-5%) to 36%
• At 55%, the ‘new’ buyer base has increased by 5% compared to last
quarter
• Proportion of ‘heavy spenders’ increased marginally (+2%) this quarter. They consitute 56% of all online buyers, accounting for 93% of all online spends
• Home based online buying has grown +5% from last quarter to touch 45%, and continues to have the predominant share
Usage Track• Daily/weekly online buying from place of work or cyber café` has
become more common this quarter
• ‘Credit card’ continues to remain the favorite mode of payment online at 61%, Usage of debit cards and cash on delivery for online purchases have declined by - 8% and -9% this quarter
• ‘Better price/bargain’ (+4%) has emerged as a key motivator for online purchases along with ‘flexibility of 24X7’ (despite 5% drop)
• ‘Delayed delivery’ continues to be the single biggest problem online buyers face while buying on the net (60%); ‘Product/quality not being the same’ has increased noticeably this quarter by +6%
• Buying in online bids have gained in popularity this quarter, increasing
by +14% to cross the 50% mark
• 47% of the searchers do not buy online for ‘lack of a credit card’
Usage Track
• Shifts noticed in the profile of online buyers in the last quarter:
– 10% shift in favor of female buyers to reach 23%
– 6% shift in favour of SEC ‘A’ and SEC ‘C’ each
– 7% shift in favour of buyers in ‘other’ occupations (total 20%)
– 6% shift in favour of buyers from ‘other towns’ (total 47% this quarter)
– 5% shift in favour of buyers from North to take the zone’s contribution to 26%
– 6% shift in favor of those with MHI upto 10K
– 9% shift in favour of those owning a credit card
Brand Track
• Although Ebay’s top of mind brand recall has eroded by 7%, it still leads with 38% top of mind brand recall for the category; Futurebazaar has slipped in brand recall across all segments (-4% overall)
• Less than 50% of Ebay’s total brand recall is top of mind (-4%); Rediff and Indiatimes have improved their ‘TOM brand recall to aided brand recall’ ratio by 4% each
• Despite notable decline, Ebay continues to lead the secondary and primary consumer share (38%, 32% respectively) among online buyers; Futurebazaar has considerably slipped in consumer share across all segments (-11% overall)
• Although all brands have improved their secondary-primary consumer share conversion ratio, Ebay remains the highest at 84% ; Rediff and Yahoo, both considerably improved on this parameter, are tied at 3rd spot just behind Indiatimes
Brand Track
• Despite Ebay’s decelerating momentum this quarter (due to drop in brand mass, brand persuasion and loyalty), it is expected to gain +9% share next quarter
• Rediff is expected to de-grow in primary consumer share due to falling brand persuasion, pull and loyalty (despite improved brand mass)
• Futurebazaar too may witness a drop in primary consumer share due to deteriorating brand mass and brand loyalty
• Yahoo, the only brand with slight acceleration (due to improved brand mass and brand persuasion), is expected to maintain its share
• Sify and Fabmall are expected to gain marginal share
Online Shopping Usage Status
Online Shopping Usage
All Internet Users100%
Intention to shop online
9% (-3%)
No intention to shop online
0% (0%)
Searched and Bought 36% (-5%)
Searched Only55% (+8%)
Online Non-shoppers 9% (-3%)
Online Shoppers91% (+3%)
Last 3 months usage
Next 3 months intentions
* Buyers are the ones who searched as well as bought something online in last three months
•Online shoppers have grown by +3% from last quarter and constitute 91% of all internet users
•However, online buyers have reduced by -5% to reach 36% currently – the balance 55% online shoppers only searched for
products/ services online
• All the online non-shoppers, constituting about 1-in-10 (9%), plan to shop online in the next quarter
Online Buyers* by Experience -1
Current Quarter
55%
32%
13%
New Shoppers (shopping for less than 1 years)
Evolving Shoppers (shopping for 1-3 years)
Experienced Shoppers (shopping for more than 3 years)
• At 55%, the ‘new’ buyers base has increased by 5% compared to last quarter
• Meanwhile both the ‘experienced’ shoppers and ‘evolving’ buyers’ have decreased by 4% and 1%
respectively
(+5%)
(-4%)
(-1%)
Online Buyers* by Experience -2Current Quarter
21%
34%
21%
12%
7% 6%
0%
20%
40%
All Shoppers
Last 3 month 3 months to 1 year 1-2 years
2-3 years 3 to 5 years More than 5 years
Change from PQ
-6%-2%
1%
-2%
7%
0.2%
-10%
0%
10%
• Over 1-in-5 of the online buyers (21%) have started buying online only in the last 3 months – this is slightly
lower than the corresponding figure for last quarter (26%)
Online Buying by Place of Access
Home Only 45% (+5%)
Office Only 13% (-4%)
Cyber café Only 4% (+2%)
28%(+1%)
6%(0%) 3%
(-1%) 2%(-2%)
Home - 80% (+3%) Office- 49% (-5%)
Cyber café - 14% (-1%)
• Home based online buying has grown +5% from last quarter to touch 45%, and continues to have the
predominant share
Online Spending
* 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
Current Quarter
0.4%12%
32%
6%
56%
93%
0%
25%
50%
75%
100%
Proportion of Online Buyers Proportion of Online Spends
Light Medium Heavy
Change from PQ
-1%
6%
1%
-1%
-8%
2%
-10%
0%
10%
• Proportion of ‘heavy spenders’ increased marginally this quarter (in volume)
•Though heavy spenders form 56% of all online buyers, yet they account for 93% of all online spends
• With a 6% increase this quarter, medium spenders now form nearly 1-in-3 of all online buyers though accounting for a mere 6% of all
online spends
Online Shopper User Profiles
Demographic distributionGender
Current Quarter
79% 77% 78%
21% 23% 22%
0%
25%
50%
75%
100%
Searched only Searched & Bought All Shoppers
Male Female
Change from PQ
3%6%
-3% -10% -6%
10%
-10%
0%
10%
•The proportion of female shoppers has grown by +6% over last quarter accounting for 22% of
all shoppers• The share of females among online buyers too has increased by +10% to reach 23%
Demographic distributionAge
Current Quarter
43%
31%
39%35%
41%
17% 15% 16%
5% 5% 5%
49%
0%
25%
50%
Searched only Searched & Bought All Shoppers
Up to 24 years Age 25-35 YearsAge 36-45 Years Above 45 years
Change from PQ
2% 2% 3%
-2%-5%-6%
8%
1%5%
-3%-4%-1%
-10%
0%
10%
• By and large, the demographic distribution of online shoppers and buyers remains quite similar to the
last quarter
Demographic distributionMarital Status
Current Quarter
63%55%
60%
11%14% 12%
26%30% 28%
0.2%0.1%0.2%0.4%
0.1%1%0%
25%
50%
75%
Searched only Searched & Bought All Shoppers
UnmarriedMarried without childrenMarried with childrenSeparated/ Divorced without childrenSeparated/ Divorced with children
Change from PQ
2%
-2%
1%3%
1%
-2%
1%
-3%
0.4%
-10%
0%
10%
• There is no significant change in the marital profile of the online shoppers and buyers compared to
previous quarter
Demographic distributionOccupation
Current Quarter
22%
18%21%
17%
33%
23%
3% 3% 3%
8% 7% 8%
31%
19%17%
20%18%
27%
0%
20%
40%
Searched only Searched & Bought All Shoppers
Service (J unior) Service (Senior) Self EmployedBusiness Student Others
Change from PQ
3%
-2%
1%
-4%-6% -6%
-1% -1% -1%-2% -1%
2% 2%4%
7%5%
-0.3%
-10%
0%
10%
• There is a noticeable increase in the share of ‘other’ online shoppers and buyers (constituting
housewives, retirees and unemployed) while the share ‘senior executives’ has decreased
Geographic distributionCity type
Current Quarter
38%36%
3%6%
4%
14% 14% 14%
32%
45% 46%47%
0%
25%
50%
Searched only Searched & Bought All Shoppers
Metro Urban uptowns Emerging Towns Others
Change from PQ
-7%
-2%-1%
2%0.2%
5%2%
-4%
-0.3%0.1%
6%
-0.4%
-10%
0%
10%
•Although the contribution of Metros to online buyers has dropped considerably by 7%, the share of ‘Other’
towns has gone up by 6%
Geographic distribution
City Searched Only Searched & Bought All Shoppers
Sample Base 779 506 1,285
Mumbai -0.4% 11% -1% 10% -1% 11%
Delhi 2% 11% 0.1% 11% 1% 11%
Bangalore -0.4% 7% 0.1% 13% -1% 10%
Chennai -1% 5% 2% 6% 0% 5%
Hyderabad 1% 5% 0.3% 5% 1% 5%
Pune 0.3% 3% 1% 4% 1% 3%
Kolkata 0.2% 3% 0.1% 3% 0.1% 3%
Secunderabad 0.1% 2% 1% 3% 0.2% 3%
Ahmedabad 1% 2% -1% 1% 0.2% 2%
Ghaziabad 1% 1% -0.2% 2% 0.4% 2%
Top 10 Cities
Geographic distributionRegion
Current Quarter
23%26%
24%
32% 33% 33%
17%
12%15%
28%29% 28%
0%
20%
40%
Searched only Searched & Bought All Shoppers
North South East West
Change from PQ
1%5%
2%
-1%
1% 0.4%2%
-6%
-1%-4%
-10%
0%
10%
• 1-in-3 online buyers hail from South India; West has the next highest share at 29% followed by
North at 26%
• Online searchers have seen a decline of 6% from West while online buyers from North have
increased by 5%
Socio economic distributionSEC classification
Current Quarter
31%
38%
25%22% 24%
5% 6% 5%
34%38%
34%
40%
0%
20%
40%
Searched only Searched & Bought All Shoppers
SEC-A SEC-B SEC-C SEC-D
Change from PQ
1%
6%3%
6%
-3%
2%6%
-1%
-9%-5%
-0.2%
-5%-10%
0%
10%
• The proportion of online buyers from SEC A and SEC C has gone up by 6% each while SEC D has
fallen a significant 9%
•The share of SEC B has grown by 6% among the online searchers
Socio economic distributionHead of the Household
CWE – Chief Wage Earner
Current Quarter
42%
50%45%
55%50%
58%
0%
20%
40%
60%
Searched only Searched & Bought All Shoppers
User is CWE User is not CWE
Change from PQ
-4%
-1%
-3%
3%4%1%
-5%
0%
5%
• Proportion of ‘head’ of the household among the buyers has remained similar
• However, amongst searchers the proportion of ‘head’ of the household has increased by
4%
Economic distributionMonthly household income (MHI)
Current Quarter
33%
43%
25%21%
24%
12%17%
14%
7%
18%
11%7%
11%8%
49%
0%
25%
50%
Searched only Searched & Bought All Shoppers
Up to Rs 10K Rs 10K - Rs 20K Rs 20K - Rs 30K
Rs 30K - Rs 50K More than Rs 50K
Change from PQ
-5% -5% -5%-2%
1%
-1%-1%
1%
-1%-2% -2%
8%6%
8%
-10%
0%
10%
• Households with MHI upto Rs.20K contribute the most to online shopping (67%)
• Among buyers, proportion of those with MHI upto Rs 10K increased while there was a
5% decrease of households with MHI between Rs.20K-50K
Economic distributionMost expensive vehicle owned
Current Quarter
10%
20%
14%
20%
13%17%
53%48%
56%
0%
20%
40%
60%
Searched only Searched & Bought All Shoppers
Four wheeler owners Two wheeler owners No vehicle
Change from PQ
-17% -14% -16%
-2% -4% -3%
2%
10%14%
-20%
0%
20%
• 2-wheeler ownership is the most common and has grown by 10% among the shoppers and by
14% among the searchers• Compared to the previous quarter, 4-wheeler ownership has decreased significantly among the
shoppers and buyers(-16%, -14%)
Economic distributionCredit card ownership
Current Quarter
18%
33%
24%
7%
24%
13%
43%
63%
75%
0%
20%
40%
60%
80%
Searched only Searched & Bought All Shoppers
Single card Multiple cards No credit card
Change from PQ
1%
-3%
2%
-2%
2%
-9%
3%7%
-0.4%
-10%
0%
10%
• Credit card ownership has increased by a significant 9% to take the credit card owning online
buyers to 57%
Economic distributionMobile phone ownership
Current Quarter
6% 3% 5%
95%97%94%
0%
25%
50%
75%
100%
Searched only Searched & Bought All Shoppers
Mobile phone owners No mobile phone
Change from PQ
-2% -1% -2%
2% 1% 2%
-10%
0%
10%
•Mobile ownership has remained largely similar across both buyers and shoppers
Online Shopping Usage Behavior
Place of Buying*
* From multiple places, therefore the total adds up to more than 100%
Current Quarter
69%
42%
21%
4%
0%
25%
50%
75%
Searched & Bought
Home Place of work Cyber café In Transit
Change from PQ
-2%
1%
-14%
-0.1%
-15%
-5%
5%
• Most online buying continues to happen from home (69%)
• Online buying from place of work declined (-14%) this quarter to 42%
Frequency of Buying - Home
Current Quarter
3%9%
33%
55%
0%
20%
40%
60%
Searched & Bought
At least once a day or more At least once a week1-3 times a month Once in more than a month
Change from PQ
1%
-1%-4%
4%
-5%
0%
5%
• The frequency of monthly buying from home decreased slightly by -4% to touch 33%
• About 55% of online buying from ‘home’ happens less than once a month (+4% over the last
quarter)
Frequency of Buying – Place of work
Current Quarter
10%15%
31%
44%
0%
20%
40%
60%
Searched & Bought
At least once a day or more At least once a week1-3 times a month Once in more than a month
Change from PQ
-6% -7%
7% 6%
-10%
0%
10%
• This quarter, a significant 13% increase was seen among buyers buying daily/ weekly from
place of work, while monthly buying decreased by 6% to touch 31%
• Over 2-in-5 (44%) buy online from ‘place of work’ less than once a month
Frequency of Buying – Cyber cafe
Current Quarter
10%
32%
13%
45%
0%
20%
40%
60%
Searched & Bought
At least once a day or more At least once a week1-3 times a month Once in more than a month
Change from PQ
5%
-31%
13% 13%
-35%
-10%
15%
• A significant 18% increase was also seen in the frequency of daily/weekly online buying from
cyber cafes
• The monthly buying from cyber cafes has sharply fallen by -31% to touch a mere 13% this
quarter
Mode of payment
* Multiple payment options used, therefore the total adds up to more than 100%
Current Quarter
61%
28%
10%
35%
21%
2%6%
0%
25%
50%
75%
Searched & Bought
Credit card Cash on deliveryCash Card Debit cardCheque / Demand draft Never booked/ bought onlinee-currency
Change from PQ
-9%
3%
-8%
1%
-3%
2%5%
-10%
0%
10%
•With a slight increase of +5%, credit cards continue to lead as the mode of making online payments
at 61%
• Usage of debit cards and cash on delivery for online purchases have declined by - 8% and -9% this
quarter
Motivation for buying online
Current Quarter
58% 60% 60%
23%
57% 59%
0%
25%
50%
75%
More
variety/ product
choices
Better
price/ bargain
Flexibility of
shopping anytime
Gives status value Saves time & effort
of going to market
Convenience of
home delivery
Change from PQ
-2%-5%
1%
-15%
-5%
4%
-15%
-5%
5%
• ‘Better price/bargain’ (+4% this quarter) has shown slight increase to emerge as a key motivator for
online purchases along with ‘flexibility of 24X7’ (despite 5% drop)• ‘Saving time’ has dropped appreciably this quarter as a key motivator (-15% this quarter)
Issues faced while buying onlineCurrent Quarter
26%
40%
22% 21%
6%
60%
0%
20%
40%
60%
Delayed delivery Damaged goods
delivered
Product/ Quality not
same as ordered
Hidden
cost/ Charged more
than displayed
Transaction failed
but still charged
Credit card
misused
Change from PQ
4% 3%6%
-8%
3%
-9%-10%
0%
10%
• With a 4% increase this quarter, ‘delayed delivery’ continues to be the single biggest problem online buyers face while buying on
the net (60%)
• ‘Product/quality not being the same’ has increased noticeably this quarter by +6%
• ‘Credit card misuse’ and ‘hidden cost’ are the only two problems that have witnessed a drop this quarter
Online buying in bids/auctions
Current Quarter
51%49%
Yes No
• Buying in online bids has significantly gained prominence this quarter, increasing by +14% to cross
the 50% mark
(-14%)
(+14%)
Product-wise Current & Intended Shopping
Product CategoryCurrent Buyers
(Searched & Bought)
Intended Buyers in next 3 months (Searched &
Bought)
Sample Base 475 477
Train Ticket -11% 55% -4% 58%
Air Ticket 2% 48% -3% 41%
CD/VCD/DVDs -6% 37% 1% 29%
Gift Items/Flowers 7% 34% -4% 22%
Movie Tickets -4% 32% -8% 31%
Books & Magazines -11% 32% -4% 29%
Watch 6% 32% 0% 22%
Camera 1% 29% 3% 28%
Hotel/Tours 7% 28% -8% 20%
Clothes & Accessories 0.4% 25% -9% 19%
Computer software -4% 25% -5% 25%
Mobile/PDA -8% 24% -2% 34%
Jewellery 6% 20% -5% 11%
Electronic Gadgets -5% 19% -12% 18%
Product-wise Current & Intended Shopping
Product CategoryCurrent Buyers
(Searched & Bought)
Intended Buyers in next 3 months (Searched &
Bought)
Sample Base 475 477
Toy and games 0.2% 19% 6% 21%
Computer and peripherals -10% 19% -9% 20%
Electronic Durables 1% 17% -2% 15%
Antiques & Collectables 7% 16% 0% 7%
Shoes 6% 15% 8% 19%
Health and Fitness products 5% 14% 1% 11%
Beauty and grooming products -3% 12% -5% 8%
Kitchen Appliances -3% 11% 1% 15%
Musical instruments -0.4% 10% -3% 7%
Home appliances -2% 9% -6% 8%
Toiletries/Perfumes 4% 8% -4% 8%
Household grocery -0.2% 8% -2% 7%
Sports goods -3% 6% 0% 8%
Automobile 1% 6% -2% 5%
Reasons for not buying online (searchers only)
Current Quarter
37%
19%
24%27%
11%
32%
10%
22%
11%
47%
0%
25%
50%
Don't feel the
need to do so
Don't ow n credit
card
Hav e credit card
but fear misuse
Can't trust
v endors/product
quality
Immediate
deliv ery not
possible
Not aw are of
any shopping
portal
Can't touch &
feel product
Lack of choice &
v ariety
Price on net are
higher
Buy ing online is
too complicated
for me
Change from PQ
-5%-8%
1%3%
-11%
-2%
5% 4%0%3%
-15%
-5%
5%
• Almost 50% of the searchers do not buy online as they ‘do not own a credit card’ followed by 37% ‘who do not feel the
need to do so’
• Proportion of searchers who do not buy online as they ‘cant touch and feel the product’ has appreciably decreased this
quarter (-11%)
Media Preferences
TV ChannelsSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
Star Plus 0.3% 7% 6% 12% 2% 9%
NDTV24*7 -1% 6% -3% 8% -2% 7%
Discovery -1% 5% -0.3% 6% -1% 5%
Sony -1% 4% 1% 5% 0.3% 5%
Zee TV -0.4% 5% 3% 4% 1% 4%
Aajtak -5% 3% -3% 4% -4% 4%
CNBC -1% 2% -1% 5% -1% 3%
Sun TV 3% 5% -3% 1% 1% 3%
HBO 0% 2% 4% 6% 2% 3%
M TV 0.3% 3% -0.3% 2% 0.2% 3%
Most preferred TV channel – Top 10
NewspapersSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
The Times of India -8% 28% 7% 42% -2% 33%
The Hindu 2% 14% -3% 10% -0.1% 12%
The Hindustan Times -3% 4% 7% 11% 1% 7%
The Telegraph -0.4% 4% -1% 2% -1% 3%
Dainik Bhaskar 0.2% 3% -2% 1% -1% 2%
The Tribune 1% 2% 2% 2% 1% 2%
Dainik Jagran 1% 2% -0.3% 1% 1% 2%
DNA 2% 2% -0.1% 1% 1% 2%
Vijay Karnataka 3% 3% 0% 0% 2% 2%
Eenadu -0.2% 2% -2% 1% -1% 2%
Most preferred newspaper – Top 10
MagazinesSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
India Today 1% 23% -0.5% 23% 0.4% 23%
Sports Star 3% 4% 2% 4% 2% 4%
Outlook -5% 4% -2% 4% -4% 4%
The Week -0.3% 1% 4% 7% 1% 3%
Reader's Digest -1% 3% -8% 3% -4% 3%
Digit 1% 2% 1% 4% 1% 3%
Femina -2% 1% 4% 5% 0.4% 3%
Film Fare -1% 1% 1% 3% -0.1% 2%
Taranga 3% 3% 0.2% 0.2% 2% 2%
Safari 2% 2% -0.1% 0.4% 1% 2%
Most preferred magazine – Top 10
Radio ChannelsSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
Radio Mirchi -13% 26% -14% 18% -13% 23%
Big FM 1% 13% 5% 14% 3% 13%
All FM 4% 5% 12% 12% 7% 8%
Red FM -1% 6% 0.4% 9% -1% 8%
Radio City 1% 6% -2% 3% -0.3% 5%
Radio One -1% 3% -0.4% 2% -1% 2%
Suryan FM -1% 1% 3% 4% 1% 2%
Vividh Bharati -1% 1% -0.1% 3% -1% 2%
Fever FM -0.3% 2% 0.1% 1% -0.1% 1%
Akash Vani 1% 1% 1% 1% 1% 1%
95 FM 1% 1% -0.3% 0.3% 1% 1%
Most preferred radio channel – Top 10
Since 3 Radio channel have the same ‘All Shoppers’ percentage, 11 channels are reported instead of 10
WebsitesSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
Gmail -6% 42% -7% 36% -6% 40%
Yahoo 4% 24% 9% 19% 6% 22%
Rediff -1% 6% -9% 5% -5% 6%
Indiatimes 0% 3% 4% 9% 2% 5%
Hotmail -1% 1% -1% 2% -1% 1%
Sify 1% 1% 1% 1% 1% 1%
Moneycontrol 1% 1% 2% 2% 1% 1%
Ebay 0.2% 1% -1% 1% -1% 1%
Ibibo 1% 1% 1% 1% 1% 1%
ICICI Direct 0.3% 1% -1% 0.4% -0.1% 1%
NDTV 1% 1% -0.2% 1% 0.4% 1%
Website visited most – Top 10
Since 3 websites have the same ‘All Shoppers’ percentage, 11 channles are reported instead of 10
WebsitesSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
Gmail -9% 42% -15% 35% -11% 39%
Yahoo 3% 35% 8% 38% 5% 36%
Rediff -2% 5% 2% 6% -0.1% 5%
Hotmail -1% 3% -1% 5% -1% 4%
Indiatimes -1% 2% -1% 2% -1% 2%
Sify -1% 0.3% 2% 3% 0.2% 1%
AOL -1% 0% -0.4% 0% -1% 0%
Most visited website for emailing
WebsitesSearched
OnlySearched &
BoughtAll
Shoppers
Sample Base 779 506 1,285
Yahoo 3% 18% -2% 10% 1% 15%
NDTV 0.5% 9% 3% 12% 2% 10%
rediff -2% 10% -6% 6% -4% 9%
Indiatimes -2% 7% 1% 8% -1% 8%
Google -3% 6% 2% 10% -1% 7%
Timesofindia 2% 6% -1% 3% 1% 5%
Gmail 4% 4% 0% 1% 2% 3%
MSN -1% 2% 0.2% 3% -0.3% 3%
Aaj tak 0.1% 2% 2% 4% 1% 3%
BBC -1% 0.4% 1% 4% -0.4% 2%
Most preferred website for checking news – Top 10
Brand Salience and Perceptions
Top of mind ad recallCurrent Quarter
16%
10%8%7%
35% 36%38%
17%
9%
14%
8%11%
9%7% 7%
0%
20%
40%
Searched only Searched & Bought All Shoppers
Ebay Rediff Indiatimes Futurebazaar Homeshop18
Change from PQ
-3%-8% -5%
-1%
3%1%
-5% -5% -5%-2%
2%5%
2%5%
-0.4%
-10%
0%
10%
• Despite a noticeable decline, Ebay still dominates the top of mind ad recall for online shopping
• Futurebazaar has lost on top of mind ad recall across all shoppers
•This quarter, Rediff has gained top of mind ad recall among the searchers (+5%) while Indiatimes has gained
among the buyers (+5%)
Top of mind Ad Recall Searched Only Searched & Bought All Shoppers
Sample Base 466 345 811
Ebay -3% 35% -8% 38% -5% 36%
Rediff 5% 17% -1% 9% 3% 14%
Indiatimes 1% 8% 5% 16% 2% 11%
Futurebazaar -5% 10% -5% 8% -5% 9%
Homeshop18 -2% 7% 2% 7% -0.4% 7%
Froogle 2% 3% 6% 9% 4% 6%
Yahoo -2% 5% 1% 5% -1% 5%
Sify 3% 5% -1% 2% 1% 4%
Onlineshopping 6% 6% 0.1% 0.2% 3% 4%
Fabmall -0.4% 1% 3% 4% 1% 2%
Amazon -2% 1% 1% 2% -1% 1%
MSN -0.2% 0.4% 0% 0% -0.1% 0.3%
Shopping -1% 0.4% -3% 0% -2% 0.2%
NDTVshopping -0.1% 0% -0.1% 0% -0.1% 0%
Top of mind ad recall – All Brands
Ad Sources EbayRedif
fIndiatime
sFuturebaza
arHomeshop1
8
Sample Base 337 115 94 93 55
Television 25% 16% 18% 52% 80%
Newspaper 21% 11% 37% 46% 13%
Magazine/Newsletter 21% 9% 18% 29% 10%
Radio 3% 2% 5% 9% 0%
Internet - Banner on a website 77% 69% 70% 75% 38%
Internet - Text link ad on a website 45% 41% 18% 38% 22%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
4% 1% 0.3% 9% 1%
Cannot recall 3% 17% 4% 2% 2%
Source of ad recall
Top of mind brand recall
Current Quarter
40%
35%38%
11%
5% 5%
15%11%
17%13%
19%
9% 9%7% 5%
0%
25%
50%
Searched only Searched & Bought All Shoppers
Ebay Rediff Indiatimes Futurebazaar Yahoo
Change from PQ
-7% -8% -7%
-2%
2%
-2%
3%
-4% -3% -4%
2% 1%5%
-0.4%
0.4%
-10%
0%
10%
• Although Ebay’s top of mind brand recall has eroded by 7%, it still leads with 38% top of mind brand recall for the category
• Rediff has gained among searchers by +5% whereas Futurebazaar has slipped in brand recall across all segments (-4% overall)
Top of mind brand recall – All Brands
Top of mind Brand Recall Searched Only Searched & Bought All Shoppers
Sample Base 779 506 1,285
Ebay -7% 40% -8% 35% -7% 38%
Rediff 5% 17% -2% 11% 2% 15%
Indiatimes -2% 9% 3% 19% -0.4% 13%
Futurebazaar -4% 7% -3% 11% -4% 9%
Yahoo 0.4% 5% 2% 5% 1% 5%
Sify 4% 6% 1% 1% 3% 4%
Froogle 1% 3% 3% 6% 2% 4%
Amazon 2% 3% 1% 3% 2% 3%
Fabmall 1% 2% 1% 4% 1% 3%
Homeshop18 -1% 4% -2% 1% -1% 3%
Shopping -1% 1% 3% 4% 1% 2%
Onlineshopping 1% 2% 1% 1% 1% 2%
MSN 0% 1% 0% 0% 0.1% 1%
NDTVshopping 0.3% 1% -0.1% 0% 0.1% 0.3%
Brand Recall Sources Ebay RediffIndiatime
sFuturebaza
arYahoo
Sample Base 582 181 145 118 53
From an advertisement 49% 44% 33% 59% 45%
From a news story/article/feature 11% 12% 11% 17% 5%
From a relative/friend/colleague 24% 16% 15% 25% 18%
From a direct mailer/newsletter/sales call
10% 11% 26% 16% 4%
While generally surfing the net 54% 73% 63% 49% 25%
From a link on another website 32% 23% 26% 46% 15%
From an exhibition/event 3% 1% 7% 3% 0.2%
Do not remember 5% 6% 4% 1% 33%
Source of brand recall
Spontaneous brand recall*
* Top 3 brand recalls
Current Quarter
63%
53%59%
38%40%37%36%
28%23% 22%
29%
18%14%
9%
16%12%10%13% 12%
10%13%
9%9%9%
0%
25%
50%
75%
Searched only Searched & Bought All Shoppers
Ebay Rediff Indiatimes FuturebazaarYahoo Homeshop18 Sify Amazon
Change from PQ
-3%
-12%
-6%
-12%
-3%
-9%
2%2% 3%2%4%
1%
-5% -4%-2%
1% 1%1%3%4%
0.2% 0.2% 0.2%
-15%
-5%
5%
• Despite noticeable decline, especially among the buyers (-12%), at 53% Ebay dominates the spontaneous brand recall for
the category
• Rediff has improved its standing by 2% among shoppers and retains its 2nd position
• Indiatimes and Futurebazaar have both slipped among shoppers – more so Futurebazaar (-9%) bringing it to 4th spot
• Sify has gained slightly among all segments
Aided brand awareness
Current Quarter
84% 85%86%74% 75% 74%
71%62%
68%
55%
69%
60%
48%
62%53%
45%42%
44%40%
42% 41%34%
40% 36%34%29% 33%28%
21%25%
0%
30%
60%
90%
Searched only Searched & Bought All Shoppers
Ebay Rediff Yahoo IndiatimesFuturebazaar Sify Homeshop18 AmazonMSN Onlineshopping
Change from PQ
-11%
1%
-1%
-15%
-9%-13%
-4%-6%
4% 3%1%
3%
-7%-10%
-4% -5%
-0.1%
-6% -8%-10%
-3%-1%
4%
-4%-2%
-6%-4%
-1%
-7%
4%
-15%
-5%
5%
• Ebay continues to lead at the aided awareness level as well despite a decline across segments
• Apart from Homeshop 18 and Online shopping which have registered a slight improvement, all other
brands especially Futurebazaar have deteriorated in aided brand awareness
Recall Levels Ebay RediffIndiatime
sFuturebaza
arYahoo
Aided brand awareness 85% 74% 60% 53% 68%
Spontaneous brand recall 59% 38% 28% 22% 14%
Top of mind brand recall 38% 15% 13% 9% 5%
Ratio of Top of mind brand recall to Aided brand awareness
0.45 0.20 0.22 0.17 0.07
Brand recall summary – All shoppers
(-0.04) (+0.04) (+0.04) (-0.03) (+0.01)
• This quarter too less than 50% of Ebay’s total brand recall is top of mind (-4%)
•The ratio is less than 20% for Futurebazaar (-3%) and only 7% for Yahoo
• Rediff and Indiatimes have improved their ‘TOM brand recall to aided brand recall’ ratio by 4% each
Share of word of mouth*
* website most likely to recommend
Current Quarter
31%
39%36%
12%11%
13%12%
16%
9% 10%
14%
8% 9%6%10%
8%9%
7%4%
0.3%3%
0%
20%
40%
Searched only Searched & Bought All Shoppers
Ebay Futurebazaar Indiatimes RediffYahoo Homeshop18 Sify
Change from PQ
-4%-4%
3%
-6%-4%
6%3%
5%1%
5%2%4%
-1%
0.4%
-11%
-1%-6%
-3%-1%
0.3%2%
-15%
-5%
5%
• Despite noticeable decline, Ebay continues to dominate ‘word of mouth’ for among buyers at 31% (-11% overall)
•Futurebazaar shows a slight decline among buyers, while Rediff registers a decrease among searchers
•Yahoo (+6%) and Sify (+4%) gained somewhat among the searchers while Homeshop 18 gained among the buyers
(+5%)
Brand Perceptions
Brand associations - by attributes
Current Quarter
34%
38%34%
40%
29%
36% 37%
2%6%
13%10% 11%
17% 15%
12%
15%18%
14%13%
14%13% 14%
14%
10%13% 13%
7%7%9%
4%8%
10% 10%8% 9%
0%
25%
50%
Most responsive
customer service
Best price,
bargains & deals
Great brand
image
Widest variety of
product choices
Most assured
product quality &
delivery
Widest choice of
relevant payment
option
Best security on
payment
transaction
Ebay Rediff Indiatimes Yahoo Futurebazaar
• Although Ebay dominates the category perceptions on all the key attributes looked for in an online
shopping website, the associations have weakened compared to last quarter
• Rediff has strengthened associations on all attributes, whereas Futurebazaar has slipped across
attributes notably on ‘best price, ‘bargains and deals’
(-9%)(-9%) (-13%)
(-10%)
(-12%)
(-10%) (-10%)
(+6%)
(+5%) (+4%) (+6%) (+7%) (+5%) (+4%)
(-3%)
(-9%)(-3%)
(-2%)(-4%)
(-4%)
(-2%)
Brand associations – Ebay
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand
Att
ribu
te
Most assured of product quality
Best security features to protect online transactions
Highly dependable delivery
Most hassle free payment procedure
Best guidance on product specifications and buying tips
Has the most relevant choices within my budget
Has the widest variety of product choices
Lowest prices/ bargain/ deals
Most easy to find the right information quickly
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
1.0.50.0-.5-1.0
ebaY
Brand associations – Rediff
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand
Att
ribu
te
Most assured of product quality
Best security features to protect online transactions
Highly dependable delivery
Most hassle free payment procedure
Best guidance on product specifications and buying tips
Has the most relevant choices within my budget
Has the widest variety of product choices
Lowest prices/ bargain/ deals
Rediff
Most easy to find the right information quickly
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
1.0.50.0-.5-1.0
Brand associations – Indiatimes
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand
Att
ribu
te
Most assured of product quality
Best security features to protect online transactions
Highly dependable delivery
Most hassle free payment procedure
Best guidance on product specifications and buying tips
Has the most relevant choices within my budget
Has the widest variety of product choices
Lowest prices/ bargain/ deals
Most easy to find the right information quickly
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
1.0.50.0-.5-1.0
Indiatimes
Brand associations – Futurebazaar
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand
Att
ribu
te
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
1.0.50.0-.5-1.0
Has the widest variety of product choices
Best guidance on product specifications and buying tips
Most easy to find the right information quickly
Most assured of product quality
Lowest prices/ bargain/ deals
Highly dependable delivery
Best security features to protect online transactions
Most hassle free payment procedure
Has the most relevant choices within my budget
Futurebazaar
Brand associations – Yahoo
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand
Att
ribu
te
Most assured of product quality
Best security features to protect online transactions
Highly dependable delivery
Most hassle free payment procedure
Best guidance on product specifications and buying tips
Has the most relevant choices within my budget
Has the widest variety of product choices
Lowest prices/ bargain/ deals
Yahoo
Most easy to find the right information quickly
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
1.0.50.0-.5-1.0
Brand associations – Overall perceptions
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
eBay
Yahoo
Homeshop18
Indiatimes
Rediff
Futurebazaar
Brand
Att
ribu
te
Homeshop18
Futurebazaar
Yahoo
Rediff
ebaY
Indiatimes
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
1.0.50.0-.5-1.0
Has the widest variety of product choices
Best guidance on product specifications and buying tips
Most easy to find the right information quickly
Most assured of product quality
Has the most relevant choices within my budget
Lowest prices/ bargain/ deals
Most hassle free payment procedure
Best security features to protect online transactions
Highly dependable delivery
Brand Shares
Secondary (cumulative) consumer share*
* All shopping sites used in the last 3 months (i.e., multiple usage), adds up to more than 100% in usage
Current Quarter
38% 41%43%
26%27% 26%
15%
23%18%19%
14%17%
11%
18%14%
13%
3%9%
0%
25%
50%
Searched only Searched & Bought All Shoppers
Ebay Rediff Indiatimes Yahoo Futurebazaar Sify
Change from PQ
-13%
-6% -4%-5% -4%-1%
2% 1%
-12%-10% -11%
-3%
2%
-9%
-19%
-2%-5%
4%
-20%
5%
• Despite notable decline especially among buyers, Ebay continues to lead secondary consumer share with 41% of all online
shoppers having visiting it in last 3 months
• Futurebazaar too has considerably slipped in consumer share across all segments (-11% overall)
• Yahoo makes marginal gain among buyers (+2%) while Sify gains by +4% among searchers
Primary (preferred) consumer share*
* Most preferred shopping site among those used in last 3 months, adds up to 100% in usage
Current Quarter
32%
1%
34%36%
16%20%
18%
10%
16%13%12% 12% 12%
7%
13%
9%8%
1%5%
4% 3%
0%
20%
40%
Searched only Searched & Bought All Shoppers
Ebay Rediff Indiatimes YahooFuturebazaar Sify Homeshop18
Change from PQ
-6%
1%5%
-2%
1%5%
8% 7%
-8%-4% -7%
4%-1%
2%
-1%-3% -2%-1%
-12%
10%
-1%
-15%
0%
15%
• Despite significant decline among the buyers, Ebay continues to lead on primary consumer share, with 34% of all online shoppers
preferring to visit it the most in last 3 months•Futurebazaar has lost out across segments, especially among searchers (-8%) whereas Rediff has gained among buyers (+10%)•Yahoo has strengthened its position across buyers and searchers while Sify has improved its primary share among searchers (+4%)
Primary-Secondary Consumer Share ratios
Current Quarter
84%
67% 69% 67% 66%
56%
0%
25%
50%
75%
100%
Ebay Rediff Indiatimes Yahoo Futurebazaar Sify
• Although all brands have improved their secondary-primary consumer share conversion ratio, Ebay remains the
highest at 84%
• Rediff and Yahoo have made huge improvements on this parameter are tied at 3rd spot just behind Indiatimes
•Futurebazaar has made marginal gain since last quarter
(+11%)
(+24%) (+12%)
(+37%) (+2%)
Reasons for preference
Reasons for preferring the website Ebay RediffIndiatim
esFuturebaza
arYahoo
Sample Base 438 195 132 117 100
Has the widest variety of product choices 75% 64% 87% 69% 61%
Has the most relevant choices within my budget
58% 69% 78% 65% 34%
Lowest prices/bargain/deals 64% 71% 85% 70% 70%
Best guidance on product specifications and buying tips
53% 48% 47% 52% 44%
Most easy to find the right information quickly
73% 71% 75% 73% 59%
Most hassle free payment procedure 50% 32% 53% 55% 27%
Best security features to protect online transactions
44% 38% 43% 45% 30%
Highly dependable delivery 50% 36% 41% 46% 35%
Most assured of product quality 39% 28% 31% 40% 31%
Nothing Specific / Do not know 2% 1% 3% 2% 1%
Usage satisfaction among preferred users
Current Quarter
35%
52%
42%39%40%
22%
0%
20%
40%
60%
Ebay Rediff Indiatimes Futurebazaar Yahoo All Shoppers
Overall usage experience - highly satisfactory
(+7%)
(+6%)
(+10%)
(+18%)
(+9%)
(+5%)
• Yahoo, Futurebazaar & Ebay show noticeably ‘above-average’ proportion of highly satisfied
preferred users
• Rediff registers considerably below-average levels of highly satisfied preferred users (22%)
• Yahoo records the highest improvement in its satisfaction scores (+18%) over last quarter
Future ‘preferred’ brand usage intentions
Current Quarter
26%
6%
33%37%
13%
18%
11% 12%11%13% 12%13%
10% 9%11%
9%8%
9%
0%
20%
40%
Searched only Searched & Bought All Shoppers
Ebay Indiatimes FuturebazaarRediff Yahoo Homeshop18
Change from PQ
-13%
-4%-2%
5%
-3%-4%-1%
2% 0.4%0.2%
-1%
2%2% 4%8%
1%3%0.1%
-15%
-5%
5%
• In the next 3 months, noticeably fewer buyers intend to use Ebay, though its usage is still higher than the other shopping sites
• Among the buyers, intended preferred usage for Indiatimes and Yahoo is likely to increase somewhat, while that of Futurebazaar
is expected to decline
• Among the searchers, the usage of Rediff is likely to decrease
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 IndexRelative
IndexActual Index
Relative Index
Amazon 2.58 3.53 100% 0.95 40%
Fabmall - 1.87 53% - -
Indiatimes -0.57 1.82 52% 2.39 100%
Ebay -0.08 1.68 48% 1.76 73%
Sify - 1.67 47% - -
Rediff -0.12 1.65 47% 1.77 74%
Yahoo 0.52 1.59 45% 1.07 45%
Futurebazaar 0.07 1.51 43% 1.44 60%
Homeshop18 -0.27 0.62 17% 0.89 37%
• Highest improvement in brand sustenance index over the last quarter is shown by Amazon (+2.58) taking it to the top spot;
Fabmall is in second place but has a significantly lower brand sustenance index compared to Amazon
• With a fall in its brand sustenance index (-0.57), Indiaplaza fell to the third spot
• Yahoo improved its index over last quarter
Brand Sustenance Map
Logarithmic scale* Other brands not included for insufficiency of sample size
Brand Sustenance
Ebay
RediffIndiatimes
Futurebazaar
Yahoo
Homeshop18Fabmall
Amazon
Sify
3.0
3.5
4.0
4.5
5.0
5.5
3.0 3.5 4.0 4.5 5.0 5.5Top of Mind Ad. Recall
Top
of M
ind B
rand R
eca
ll
Less Sustainable
More Sustainable
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
Change
Current Quarter Previous Quarter
Brand Actual IndexRelative
IndexActual Index
Relative Index
Yahoo 0.26 0.60 100% 0.34 59%
Homeshop18 -0.04 0.54 90% 0.58 100%
Ebay -0.02 0.48 80% 0.5 87%
Futurebazaar 0.09 0.46 78% 0.37 64%
Indiatimes 0.04 0.41 69% 0.37 64%
Fabmall - 0.34 56% - -
Amazon 0.08 0.33 55% 0.25 42%
Rediff -0.06 0.26 43% 0.32 54%
Sify - 0.25 41% - -
• Yahoo registers the highest improvement in brand persuasion index (+0.26) taking it to 0.6
and the first position
•Homeshop 18 has the next highest brand persuasion index although it has eroded a bit (-
0.04)
Brand Persuasion Map
Logarithmic scale* Other brands not included for insufficiency of sample size
Brand Persuasion
SifyAmazon
Fabmall
Homeshop18Yahoo
Futurebazaar IndiatimesRediff
Ebay
3.5
4.0
4.5
5.0
5.5
3.5 4.0 4.5 5.0 5.5Spontaneous Recall
Like
lihoo
d o
f Buyi
ng
Less P ersuasive
More P ersuasive
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) – (Switch outs from the brand)
Current primary consumer share of the brand
Brand Pull IndexChang
eCurrent Quarter Previous Quarter
Brand Actual IndexRelative
IndexActual Index
Relative Index
Amazon 0.40 1.01 100% 0.61 90%
Homeshop18 0.61 0.80 89% 0.19 67%
Futurebazaar 0.60 0.44 71% -0.16 47%
Indiatimes 0.04 0.04 51% 0 56%
Sify - 0.01 50% - -
Ebay 0.04 -0.02 48% -0.06 52%
Fabmall - -0.03 48% - -
Yahoo -0.16 -0.24 38% -0.08 51%
Rediff -0.32 -0.32 34% 0 56%
• Amazon shows the highest brand pull index the quarter at 1.01
• Homeshop 18 is in second position followed by Futurebazaar – both with significantly improved brand pull since last
quarter
•Meanwhile, Rediff shows the lowest brand pull index this quarter (significant deterioration of -0.32) while both Yahoo
and Rediff witness more switch-outs rather than switch-ins
Brand Pull Map
Logarithmic scale* Other brands not included for insufficiency of sample size
Brand Pull
Ebay
RediffIndiatimes
Futurebazaar
YahooHomeshop18
Fabmall
Amazon
Sify
2.0
2.5
3.0
3.5
2.0 2.5 3.0 3.5Switch outs of the Brand
Switch
ins
to the B
rand
Gaining P ull
Losing P ull
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 IndexChang
eCurrent Quarter Previous Quarter
Brand Actual IndexRelative
IndexActual Index
Relative Index
Sify - 0.84 100% - -
Indiatimes -0.01 0.70 84% 0.71 82%
Homeshop18 -0.23 0.63 76% 0.86 100%
Futurebazaar -0.02 0.62 74% 0.64 75%
Fabmall - 0.60 72% - -
Ebay -0.21 0.59 70% 0.8 93%
Yahoo -0.17 0.52 62% 0.69 81%
Amazon -0.10 0.45 54% 0.55 64%
Rediff -0.33 0.44 53% 0.77 89%
• Sify takes the lead with the highest brand loyalty index this quarter at 0.84 followed by Indiatimes at 0.7
• However, the brand loyalty index has eroded across all brands with the highest erosion being for Rediff,
Homeshop 18 and Ebay
Brand Loyalty Chart
* Other brands not included for insufficiency of sample size
Brand Loyalty
84%
70%63% 62% 60% 59%
52%45% 44%
0%
20%
40%
60%
80%
100%
Sify
Indi
atim
es
Hom
esho
p18
Futu
reba
zaar
Fabm
all
Ebay
Yaho
o
Am
azon
Red
iff
Likely to Continue
Brand Momentux™
It is an index. The higher the better
Brand MomentuxTM
Your future market potential based on your current performance
Brand X Brand SpeedMass Accelerators
Current X Brand Persuasion factor, Users Brand Pull factor,
Brand Loyalty factor
Brand Momentux™Chang
eCurrent Quarter Previous Quarter
Brand Actual IndexRelative
IndexActual Index
Relative Index
Ebay -0.04 0.12 100% 0.16 100%
Indiatimes 0 0.05 41% 0.05 29%
Futurebazaar 0 0.05 40% 0.05 28%
Yahoo 0.01 0.03 29% 0.02 10%
Rediff -0.03 0.02 19% 0.05 29%
Homeshop18 -0.01 0.02 16% 0.03 16%
Sify - 0.02 16% - -
Amazon 0 0.01 8% 0.01 4%
Fabmall - 0.01 6% - -
•Despite showing deceleration, Ebay continues to display the highest brand momentum in this
quarter as well•Indiatimes and Futurebazaar show no change from last quarter, and are tied at 2nd spot
•Yahoo is the only brand to register slight acceleration while others showing marginal deceleration are – Rediff and Homeshop18
Brand Momentux™ Map
Logarithmic scale* Other brands not included for insufficiency of sample size
Brand Momentum
Ebay
Rediff Indiatimes
FuturebazaarYahoo
Homeshop18
FabmallAmazon
Sify
2.0
2.5
3.0
3.5
4.0
0.0 0.5 1.0 1.5 2.0Brand Speed
Bra
nd M
ass
Mass Driven
Size
Speed Driven
Brand Momentux™ Summary
Improved Deteriorated No Change
Current Quarter vis-à-vis Previous Quarter
BrandBrand Mass
Brand Persuasion
Brand PullBrand
LoyaltyBrand
Momentum
Ebay
Rediff
Futurebazaar
Indiatimes
Yahoo
Homeshop18
Amazon
Fabmall/Indiaplaza
Primary Consumer Shares
BrandPrevious Quarter
Actual ShareCurrent Quarter
Actual ShareNext Quarter
Estimated Share
Ebay 40% 34% 43%
Rediff 13% 18% 12%
Indiatimes 13% 13% 12%
Yahoo 5% 12% 12%
Futurebazaar 16% 9% 4%
Sify 3% 5% 7%
Homeshop18 5% 3% 2%
Fabmall 2% 2% 3%
Amazon 2% 2% 2%
Others 2% 3% 3%
• Despite Ebay’s decelerating momentum this quarter, it is expected to gain +9% share next quarter• Rediff, Indiatimes and Futurebazaar are expected to witness a drop in primary consumer share• Sify and Fabmall are expected to gain marginal share
Thank You!