The latest usage-cum-brand tracking study conducted by JuxtConsult for the ?online shopping' category indicates that:
- Almost 50% of all Internet users in urban India have either searched or bought online in last 3 months. However, only 40% of them have actually bought online. That is, while about 50% ?shopped' (equivalent to offline window shopping) online only 18% actually ?bought' online.
- Of all present online buyers, 10% got added in last 3 months, and 31% over last one year. That is, 1 in 3 online buyers got added within last 1 year.
- Ebay is used by almost half of all online shoppers (those who search or buy) in India, and is the most ?preferred website' for online shopping for 38% of them
On the whole, when JuxtConsult contrasted the findings of its ?online shopping' tracking study with its ?online travel booking' tracking study, it was found that more urban Indians are buying travel tickets online than buying all other products put together. While 50% of all online Indians have bought a travel product online, only 36% online Indians have bought other products online.
The ?online shopping' tracking survey was conducted by JuxtConsult in January ? February 2007, among a sample base of over 1,995 internet users. Multipliers based on socio-economic classification (SEC) and town class were used to make the data representative of total online urban population.
Such surveys are conducted by JuxtConsult on a regular basis as part of its syndicated brand tracking reports BrandMomentux TM that measures the current and future readiness of brands within a consumer product or service category.
Top Findings: Online Shopping Behavior
- While 2 out of 3 online buyers have a credit card, 2 out of 3 searchers do not have a credit card. However, only about 50% of searchers say that do not buy online because they do not have a credit card.
- Online buying is conducted mostly for personal reasons. This is true for most products, except for computer software purchase which is being bought significantly for work related reasons as well.
- Air tickets are the most searched and bought item online, followed by train tickets. Thereafter follow Books, Magazines and CDs/DVDs. Mobile Phones/PDAs and Cameras are highly searched for but have the worst ?search-to-buy' conversion ratios online.
- Contrary to popular perception ?credit card misuse' is not the biggest issue among those who already buy online. ?Delayed delivery' and ?product quality' are much bigger issues.
Top Findings: Website Preferences
- Ebay significantly dominates the top of mind brand recall among both searchers and buyers. It's the most top of mind recalled online shopping website with 47% of all online shoppers.
- Ebay shows the best ?multiple usage' to ?preferred usage' conversion ratio at 78%. Fabmall has the lowest at 30% among the key players in the category.
- Ebay also shows the best brand momentum (future market readiness) among all the online shopping brands currently. Ebay and Futurebazaar have accelerating brand momentums currently and are likely to gain primary consumer share. On the other hand, Rediff and Sify have decelerating brand momentums currently and are likely to lose primary consumer share.
Primary consumer share of a website is calculated on its usage as the ?most preferred' one
Buying Online Since
Credit card ownership
Top of mind brand recall
Primary (preferred) consumer share*
*Most preferred online shopping site amont those used in last three months, add upto 100% in usage
Brand Momentux™ Chart
Logrithmic scale |
