Brand Track Study: Online Shopping

January 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 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 base

of 1,230)

• India Online 2007 multipliers used to make data representative

of total 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)
 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
• 49% of all Internet users have ‘shopped’ online (searched or bought) in the last 3
months – a decline of 10% over the previous quarter base of 60%

• However, the proportion of ‘buyers’ went up significantly – from just 18% last
quarter to 39% this quarter (+ 21%). Those who ‘only search’ dropped significantly to
just 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:

– A marginal 3% shift in favor of female buyers
– 9% shift in favour of ’36-45 years’ age groups
– 13% shift in favor of tier 3 city-markets at the cost of metro and other city-markets
– 12% shift in favor of SEC ‘B’ (largely at the cost of SEC ‘C’)
– 8% shift in favour of the chief wage earner of the household
– 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 and
Yahoo have improved their ‘top of mind’ to ‘total brand recall’ ratios noticeably

• Ebay leads the ‘secondary’ consumer share at 56%, and ‘primary’ consumer share at
44%

• 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 of
78% (+7% increase over last quarter). Homeshop18 shows the lowest at 37%

• Apart from Ebay, all the other brands show significant drop in their secondary to
primary 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 Users
100%

Last 3 months usage

Online Non-shoppers Online Shoppers

51% (+10%) 49% (-10%)

Next 3 months intentions

No intention to Intention to
Searched Only Searched and Bought
shop online shop online
10% (-31%) 39% (+21%)
32% (+5%) 18% (+4%)

• 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
Current Quarter New Buyers (buying for less than 1 years)

Evolving Buyers (buying for 1-3 years)

Experienced Buyers (buying for more than 3 years)
(-1) 14%
(+5)
52%

34%
(-4)

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

* Buyers are the ones who searched as well as bought something online in last three months
 Online Buyers by Experience -2
Current Quarter Last 3 month 3 months to 1 year 1-2 years
2-3 years 3 to 5 years M ore than 5 years
30%
30%
24%
22%

20%

10% 11%
10%
4%

0%
Searched & Bought

Change from PQ
4%
5%
2%
0%
0%

-2% -2% -2%

-5%

• 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 - 77% (+1%) Office- 44% (+3%)

Home Only Office Only

22%
46% (-2%) 17% (+3%)
(+1%)

4%
4% (+1%) 1%
(0%) (-2%)

Cyber café Only

5% (-2%)

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
Current Quarter Light M edium Heavy

(+2)
95%
100%

80%
(+9)
57%
60%
(-2)
40% 33%
(-8)
(-1) (-1)
20% 10%
0% 5%
0%
Proportion of Online Buyers Proportion of Online Spends

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

100%
87% 85%
84%
80%

60%

40%

20% 16% 15%

13%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

5% 3%
3%
0% 0%

-3%
-5% -3%

• Though majority (84%) of buyers are males, this quarter there is a marginal growth in the number of
female online buyers (+3%)
 Demographic distribution
Age
Current Quarter Up to 24 years Age 25-35 Years
Age 36-45 Years Above 45 years

60%

46%
39% 39% 41% 39%
40% 36%

18%
20% 15%
11%
5% 6% 6%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

30%
9% 5%
10% 3% 1% 3% 0%

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

-10% -2%
-30%

• 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
 Demographic distribution
Marital Status
Current Quarter Unmarried
Married without children
Married with children
Divorced/widowed without children
80%
Divorced/widowed with children
62%
60% 56%
51%

40% 33%
29%
24%
20% 12% 14% 13%

0% 3% 2% 1% 1% 2%
0%
Searched Only Searched & Bought All Shoppers

Change from PQ

15%
5%
5% 3%
2% 2% 2%
5% 0% 1% 0% 1%

-5% -1% 0%
-6% -4%
-15% -11%

• Although more than 50% online buyers are unmarried, their proportion has declined noticeably this quarter (-11%)
 Demographic distribution
Occupation
Current Quarter Service (Junior) Service (Senior) Self Employed
Business Student Others
40%
40%
35%
30%
29% 27%
30%
26%

20% 18%
14%
12% 11%
9% 10% 10%
8%
10% 6% 6%
5% 6%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

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

• ‘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
 Demographic distribution
Preferred language of reading
Current Quarter
English Hindi Other Colloquial

60%
60% 56%
51%

40% 37%
33%
29%

20%
11% 12% 12%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ
13%
15% 7%

5% 1% 0%

-5% -1% -3%

-4% -4%
-15% -9%

• 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
 Geographic distribution
City type
Current Quarter Metro Urban uptowns Emerging Towns Others

60%

44%
41% 42%
40% 40%
38%
40%

20%
13% 11%
9% 10%
5% 7%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

13%
15%
7% 5% 7%
4% 4%
5%

-5% -2%
-5%
-9% -8% -9% -8%
-15%

• 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
Top 10 Cities

City Searched Only Searched & All Shoppers

Bought

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%
 Geographic distribution
Region
Current Quarter North South East West

50%
42% 41%
40%
40%

30% 24% 27% 26%

24% 23%
21%
20%
13% 11%
10%
10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

5%
2% 2%
1% 0%
0%
0% 0% 0% 0%
-1% -1% -1%
-2%
-5%

• Southern region is still contributing significantly more than other regions, among both searchers & buyers
 Socio economic distribution
SEC classification
Current Quarter SEC-A SEC-B SEC-C

50%

40% 41% 41%

40%
34% 34%
31%
29%
30% 26%
24%

20%

10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

15% 12% 10%

9%
5% 0%

-5% -2%
-3%
-7% -7%
-15%
-13%

• 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%)
 Socio economic distribution
Head of the Household
Current Quarter User is the CWE Not the CWE

60% 58%
53% 52%
47% 48%
43%
40%

20%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10% 7% 8%

0% 0%
0%

-10% -7% -8%

• 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 – Chief Wage Earner

 Economic distribution
Monthly household income (MHI)
Current Quarter Up to Rs 10,000/- Rs 10,000/- to Rs 20,000/-
Rs 20,000/- to Rs 30,000/- Rs 30,000/- to Rs 50,000/-
More than Rs 50,000/-
50% 48%

40% 38%

30%
30% 26%
23%
19%
20% 17% 15%
14% 14% 14%
12% 12%
10% 9%
10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

20% 14%

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

• 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
 Economic distribution
Most expensive vehicle owned
Current Quarter
Four wheeler owners Two wheeler owners No vehicle

50% 47% 47% 47%

40%
35%
30%
30% 27%
23%
21%
20% 16%

10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10%
4% 4% 4%
3%
1%
0%
-1%
-4%
-10% -7% -7%

• Among the buyers, the proportion of vehicle owners has increased significantly this quarter (+7%) – 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
 Economic distribution
Credit card ownership
Current Quarter Single card Multiple cards No credit card

69%
70%
61%
60% 54%
50%

40%

30% 24%
22% 21%
18% 19%
20%
13%
10%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ
9%
10%
3%
1%
0%
-1% 0% -1%
-2% -3%
-10% -8%

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

• The proportion of credit card holders declined significantly amongst the searchers (-10%) in this quarter
 Economic distribution
Mobile phone ownership
Current Quarter Personal
Company provided
Both personal and company provided separately
No mobile phone

100%
82% 81% 82%
80%

60%

40%

20% 12%
7% 7% 4% 6% 5% 8%
3% 3%
0%
Searched Only Searched & Bought All Shoppers

Change from PQ
5%
5% 4%
2% 3%
2%
0%
0%
0%
-2% -2%
-5% -4% -3%
-5%

• 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 – this is in
keeping with the occupational profile of the online shoppers
Online Shopping Usage Behavior
 Place of Buying*
Home
Current Quarter
Place of work (Office/School/College)
80% Cyber café
72% In Transit

60%

38%
40%

21%
20%

3%
0%
Searched & Bought

Change from PQ

5% 3%

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

• 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%)
* - From multiple places. Therefore, the total adds up to more than 100%
 Frequency of Buying - Home
Current Quarter At least once a day or more At least once a week
1-3 times a month Once in more than a month
40%
40%

30%
25%
20%
20%
15%

10%

0%
Searched & Bought

Change from PQ
10%
10%
2%
0%

-10% -6% -6%

• The frequency of online buying from home has increased significantly – 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 – Place of work
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
39%
40%

29%
30%

22%
20%

10%
10%

0%
Searched & Bought

Change from PQ

20% 15%

0%
0%
-5%
-20% -9%

• 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’
 Frequency of Buying – Cyber cafe
Current Quarter At least once a day or more At least once a week
1-3 times a month Once in more than a month

40% 37%
35%

30%

20%
20%

10% 8%

0%
Searched & Bought

Change from PQ

20% 10% 12%

0%
-6%
-20% -16%

• 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%)
 Mode of payment
Current Quarter Credit card Debit card
Cash Card Cash on delivery
Cheque / Demand draft Direct debit from bank
e-currency
60% 55%

40% 38%

19% 20%
20% 15%

6% 6%

0%
Searched & Bought

Change from PQ

4% 4%
5%
0% 0%

-5%
-4% -5%

-15% -13%

• 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
 Motivation for buying online
Current Quarter

70%
61%
60% 56%
49% 52%
50% 43%
40%
30%
20% 15%
10%
0%
More variety / product Better price/bargain on Flexibility of shopping It gives status value Saves time and effort of Convenience of home
choices the net anytime going to the market delivery

Change from PQ

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

• 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
 Issues faced while buying online
Current Quarter

60%
46%

40%
28% 30% 30%
24%
20% 12%

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

Change from PQ

15%
10%
7% 6%
5% 3%

-5% -5% -5%

• 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
 Online buying in bids/auctions

Current Quarter
Yes No

(-5%)
44%

56%
(+5%)

• This quarter the balance tips in favour of those online buyers who do not buy in an online bid or auction
Product-wise Current & Intended Shopping
Product Category Current Buyers Intended Buyers in next 3 months
(Searched & Bought) (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 Intended Buyers in next 3 months
(Searched & Bought) (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%
Reasons for not buying online (searchers only)
Do not feel the need to do so
Current Quarter
Do not own a credit card
Have credit card but fear misuse
Can not trust the vendors/product quality
60% Immediate delivery not possible online
51% Not aware of any shopping portal
Cant touch and feel the product
50% Lack of choice and variety
Price on the net are higher
40% Buying online is too complicated for me
35%
32% 32%
27%
30%
24%

20% 15% 16%

12% 13%

10%

0%
Searched Only

• ‘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
Media Preferences
Most preferred TV channel – Top 10
TV Channels Searched Only Searched & All Shoppers
Bought

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%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Most preferred newspaper – Top 10
Newspapers Searched Only Searched & All Shoppers
Bought

Sample Base 347* 579 926*

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%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Most preferred magazine – Top 10
Magazines Searched Only Searched & All Shoppers
Bought

Sample Base 347* 579 926*

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%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Most preferred radio channel – Top 10
Radio channels Searched Only Searched & All Shoppers
Bought

Sample Base 347* 579 926*

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%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Website visited most – Top 10
Websites Searched Only Searched & All Shoppers
Bought

Sample Base 347* 579 926*

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%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Most visited website for emailing
Websites Searched Only Searched & All Shoppers
Bought

Sample Base 347* 579 926*

Yahoo 41% 7% 43% 42%

Gmail 30% 1% 26% 27%

Rediff 6% -7% 7% 7%

Hotmail 6% -3% 5% 5%

Indiatimes 1% 0% 1% 1%

Sify 1% -2% 0% 1%

VSNL 0% 0% 0% 0%

Lycos 0% 0% 0% 0%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Most preferred website for checking news – Top 10
News websites Searched Only Searched & All Shoppers
Bought

Sample Base 347* 579 926*

Yahoo 8% -2% 11% 10%

Rediff 10% -7% 7% 9%

NDTV 7% 4% 9% 8%

Indiatimes 8% 2% 7% 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%

* Last quarter’s media preferences were reported only for ‘searched and bought’ respondents
Brand Salience and Perceptions
 Top of mind ad recall
Current Quarter Ebay Rediff Indiatimes Yahoo Futurebazaar

50% 49%
50% 48%

40%

30%

20%
10% 11% 9% 9%
9% 9%
10% 7% 6% 6% 6% 7% 6%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10%
6%
4% 4% 5%
4% 3%

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

• 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 – All Brands
Top of mind Ad Recall Searched Only Search & All Shoppers
Bought

Sample Base 326 504 830

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%
 Source of ad recall
Ad Sources Ebay Rediff Indiatimes Yahoo Futurebazaar

Sample Base
366 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%

 Top of mind brand recall
Current Quarter
Ebay Rediff Indiatimes Futurebazaar Yahoo

60% 55%
52%
50%

40%

20% 15%
12%
9% 12% 10%
8% 7% 8% 6% 7% 6%
6%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

10%
7%

5% 3% 4% 3%
2% 2%
1%
0%
-1% -1% 0% 0%
-5% -3% -5% -4% -3%

• 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
Top of mind brand recall – All Brands
Top of mind Ad Recall Searched Only Search & All Shoppers
Bought

Sample Base 459 696 1,155

Ebay 55% 50% 52%

Rediff 15% 9% 12%

Indiatimes 8% 12% 10%

Futurebazaar 7% 8% 7%

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%
 Source of brand recall
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%

 Spontaneous brand recall*
Current Quarter Ebay Rediff Indiatimes Futurebazaar
Yahoo Amazon Sify Homeshop18

80% 74% 73% 73%

60%

40% 33% 35% 34%

30%
21% 27%
23% 19% 19%
16% 12% 17% 18%
20% 9%
9% 6% 8% 10%
5% 9% 6%

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

Change from PQ

10%
2% 0% 3% 2%
1% 1% 1% 1%
0%
0% -2%
-3% -3% -4% -4% -3%-2%
-10% -5%
-7%
-13% -12% -12%
-14% -14% -13%
-20%

• 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
 Aided brand awareness
Current Quarter Ebay Rediff Indiatimes Yahoo
Futurebazaar Sify Amazon MSN
Homeshop18 Fabmall
100%
83% 84% 84%
80%
59% 65% 62%
61%
56% 55% 59%
60% 53% 54%
49% 46%
42% 42% 40%
37% 40% 36%
40% 30% 35% 34%
29% 32%
22% 23% 28%
19% 21%
20%

0%
Searched Only Searched & Bought All Shoppers

Change from PQ

40% 33% 27%

21%
20%
1% 2% 3%
0%
-4% -4% -5% -3% -3% -4% -5% -4% -4%
-8% -10% -5%
-20% -12% -12%
-8% -12% -7% -7%-7%
-17%
-17% -13% -12% -14%

• 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
 Brand recall summary – All shoppers
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

0.62 0.19 0.17 0.10 0.16
Aided brand awareness

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

• 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
 Share of word of mouth*
Current Quarter Ebay Rediff Indiatimes Futurebazaar

Yahoo Amazon Homeshop18

60%

47%
44%
42%
40%

20% 12% 11% 11%

9% 11%
9% 9% 10% 7% 10% 9%9%
4% 4% 4%
2% 3% 3%
0% * website most likely
Searched Only Searched & Bought All Shoppers to recommend

Change from PQ

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

• 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
Current Quarter
Ebay Rediff Indiatimes Futurebazaar Yahoo

60% 54%
48% 49%
47% 47%
43% 43%

40%

13% 16%
20% 11% 14% 13% 14% 14%
11% 13% 12% 11%10% 11%
10% 12% 9% 7%
7% 5% 8% 8% 7% 7% 7% 5% 4% 3%
3%
0%
Most responsive Best price, Great brand image Widest variety of Most assured Widest choice of Best security on
customer service bargains and deals product choices product quality and relevant payment payment
delivery option transaction

• Again Ebay dominates the category perceptions on all the key attributes looked for in an online shopping website
• Indiatimes and Rediff are distant second and third on all attributes, with Futurebazaar catching up with them on a few
 Brand associations – Ebay
0.4
Best price, bargains and deals

Great brand image

0.2

Ebay Widest choice of relevant payment option

0.0 Most assured product quality and delivery

Best security on payment transaction

Widest variety of product choices

-0.2

-0.4
Attribute

Most responsive customer service

-0.6

-0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Rediff
0.4
Best price, bargains and deals

Great brand image

Rediff
0.2

Widest choice of relevant payment option

0.0 Most assured product quality and delivery

Best security on payment transaction

Widest variety of product choices

-0.2

-0.4
Attribute

Most responsive customer service

-0.6

-0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Indiatimes
0.4
Best price, bargains and deals

Great brand image

0.2
Indiatimes
Widest choice of relevant payment option

0.0 Most assured product quality and delivery

Best security on payment transaction

Widest variety of product choices

-0.2

-0.4
Attribute

Most responsive customer service

-0.6

-0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Futurebazaar
0.4
Best price, bargains and deals

Great brand image

0.2 Futurebazaar

Widest choice of relevant payment option

0.0 Most assured product quality and delivery

Best security on payment transaction

Widest variety of product choices

-0.2

-0.4
Attribute

Most responsive customer service

-0.6

-0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
 Brand associations – Yahoo
0.4
Best price, bargains and deals

Great brand image

0.2

Widest choice of relevant payment option

0.0 Most assured product quality and delivery

Yahoo
Best security on payment transaction

Widest variety of product choices

-0.2

-0.4
Attribute

Most responsive customer service

-0.6

-0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6

Brand

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand associations – Overall perceptions
0.4
Best price, bargains and deals

Great brand image

Rediff
0.2
Futurebazaar
Indiatimes
Ebay Widest choice of relevant payment option

0.0 Most assured product quality and delivery

Yahoo
Best security on payment transaction

Widest variety of product choices

-0.2

-0.4

Most responsive customer service

Attribute

-0.6
Amazon

-0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6

Brand

Ebay Rediff Indiatimes Futurebazaar

Brand Shares
 Secondary (cumulative) consumer share*
Current Quarter
Ebay Rediff Indiatimes Yahoo Futurebazaar Homeshop18

58%
60% 54% 56%

40%
24% 24% 24%
22% 20%
17% 16%16%
20% 17% 16%
14% 15%
7% 6% 7%
* All shopping sites used in the
0% last 3 months (i.e., multiple
usage), adds up to more than
Searched Only Searched & Bought All Shoppers 100% in usage
Change from PQ

15% 12%
8% 9%
6% 6% 5% 6% 6%
4% 4%
5% 2% 2%
0% 0%

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

• 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
 Primary (preferred) consumer share*
Current Quarter Ebay Rediff Yahoo Futurebazaar

Indiatimes Amazon Homeshop18

50% 45%
42% 44%

40%

30%

20% 15%
12% 11% 12% 13%
10% 9% 10%
6% 9% 10%
9%
10% 2% 3% 3% 3%
2% * Most preferred shopping site
3% among those used in last 3
0% months, adds up to 100% in
Searched Only Searched & Bought All Shoppers usage

Change from PQ

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

• 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-Secondary Consumer Share ratios
Current Quarter

100% (+7%)
78% (-24) (-22)
80% (-18) (-27) 61% 65%
60% 53%
46%
37%
40%

20%

0%
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
 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%

Usage satisfaction among preferred users
Overall usage experience - highly satisfactory

70%
64%

50%
46%
40% 40%
37%
30% 28%

10%

-10% Ebay Rediff Indiatimes Yahoo Futurebazaar All Shoppers

• Yahoo and Indiatimes shows above-average proportion of highly satisfied preferred users (64%)
• Rediff shows the most below-average levels of highly satisfied preferred users (28%)
 Future ‘preferred’ brand usage intentions
Ebay Rediff Futurebazaar
Current Quarter
Indiatimes Yahoo Homeshop18

60%

42% 40% 41%

40%

20% 12% 11% 12%

10% 11% 10% 11% 10%10%
8% 5% 4% 8%
5% 5%

0%
Searched Only Searched & Bought All Shoppers
Change from PQ

10%
5% 5% 4%
3% 3% 3% 4%
1%
0%

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

-5% -5% -4%
-6% -6%
-10%

• 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
How much can the brand transcend
the advertising

Ratio of TOM Brand Recall

TOM Ad Recall

Ratio of 1 represents average efficiency

 Brand Sustenance Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

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
Brand Sustenance
1.5

M ore Sustainable
Top of Mind Brand Recall

Ebay
1.0

Homeshop18
0.5
Rediff
Indiatimes
Less Sustainable

Futurebazaar
Yahoo
0.0
0.0 0.5 1.0 1.5
Top of Mind Ad. Recall

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

Brand Persuasion
How persuasive is your brand story

Ratio of Intention to Buy/Use Brand

Spontaneous Brand Recall

Ratio of 1 represents very high efficiency

 Brand Persuasion Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

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%

Indiaplaza/Fabmall +0.10 0.41 58% 0.31 54%

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
1.5 Brand Persuasion

1.0
Likelihood of Buying

Ebay
M ore P ersuasive

0.5

Rediff
Futurebazaar
Indiatimes
Less P ersuasive
Yahoo
Homeshop18
0.0
0.0 0.5 1.0 1.5
Spontaneous Recall

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

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

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

A positive ratio represents a growing brand

 Brand Pull Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

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
1.5

Gaining P ull

1.0
Switch ins to the Brand

Futurebazaar
Ebay
Homeshop18 Indiatimes
Rediff
Yahoo

0.5

Losing P ull

0.0
0.0 0.5 1.0 1.5
Switch outs of the Brand

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

Brand Loyalty
How much is your brand retaining its existing consumers

Ratio of Likely to Continue with the Brand

Total Current Primary Users of the Brand

Ratio of 1 represents maximum efficiency

 Brand Loyalty Index
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Indiaplaza/Fabmall +0.09 0.82 100% 0.72 95%

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 Chart
Brand Loyalty
100%

82%
79%
77%
80%
69% 66% 66%
64%

60% 55%
46%

40%

20%

0%
Fabmall Amazon Ebay Rediff Indiatimes Homeshop18 Futurebazaar Sify Yahoo
Likely to Continue

* Other brands not included for insufficiency of sample size

Brand Momentux™

Brand MomentuxTM
Your future market potential based on your current
performance

Brand X Brand Speed

Mass Accelerators

Current X Brand Persuasion factor,

Users Brand Pull factor,
Brand Loyalty factor

It is an index. The higher the better

 Brand Momentux™
Change Current Quarter Previous Quarter

Brand Actual Index Relative Index Actual Index Relative Index

Ebay 0.00 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
1.5
Ebay
M ass Driven
Size

Rediff
Futurebazaar
Yahoo
1.0 Indiatimes
Brand Mass

Homeshop18

0.5

Speed Driven

0.0
0.0 0.5 1.0
Brand Speed

* Other brands not included for insufficiency of sample size Logarithmic scale
 Brand Momentux™ Summary
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

Improved Deteriorated No Change

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

Ebay 39% 44% 41%

Rediff 17% 13% 12%

Futurebazaar 11% 10% 10%

Yahoo 6% 10% 8%

Indiatimes 13% 9% 10%

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!