In the latest usage-cum-brand tracking study conducted by JuxtConsult, Gmail has shown significant rise in its user base and is only trailing Yahoo as the most preferred email service.
- Gmail emerges as the second most popular email brand in India, behind only Yahoo.
- Gmail shows the best brand momentum (or future market readiness) among existing the email brands.
- The email category has seen a 20% growth in usage in last one year.
Top Findings: Email Usage
- 20% new users have joined the email category in the last one year
- However, only 4% new users have joined the category in the last quarter
- Emails are accessed the most from office with 70% of all email users reading email at work.
- New users access email significantly more from the office and cyber café. On an average, they spend 182 minutes per usage day from office. In comparison they spend 130 minutes from cyber café and 78 minutes from home
- Only 47% of all email users come from the top eight metro cities
- 40% of all email users are ‘medium' to ‘heavy' email users spending more than 2 hours per usage day on emailing
- Average email account ownership is 3.4. However, ‘active accounts' average at only 2
- Though 85% of all email users own a mobile phone, only 41% have an email access feature in their phone. Accordingly, only 21% use mobiles phone to download emails (with only 3% doing so on a regular basis)
Top Findings: Brand-wise
- Yahoo dominates both the top of mind ad recall and brand recall for Email preference at 55% and 49% respectively
- Yahoo also leads the ‘word of mouth' share for the category among the new email users (55%). However, Gmail leads the word of mouth share among the more experienced email users (44%)
- Yahoo leads the email category in terms of primary consumer share at 43%. Gmail follows second with 33% of email users preferring to use it the most.
- However, it is Gmail which shows the best brand momentum (future market readiness) currently, followed closely by Yahoo.
- While Gmail is currently an ‘accelerating' brand (with relatively high brand pull and loyalty), Yahoo is currently in a ‘deceleration' mode (slowed down as it is losing consumer pull and shows somewhat lower levels of loyalty)
Primary consumer share of a website is calculated on its usage as the ‘most preferred' one.
Usage by Place of Access
* About 4% in-transit email users are not accounted for in the above diagram
Average emailing minutes spent per usage day
Average number of email accounts
Other online communications service used
Top of mind brand recall
Primary (preferred) consumer shares*
* Most preferred emailing account among those used in last 3 months (active accounts), adds up to 100% in usage
Brand Loyalty Chart
Brand Momentux™ Chart
Methodology
The online survey was conducted by JuxtConsult in November-December 2006, among a sample base of over 1,950 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.
BrandMomentux, a JuxtConsult proprietary measure of a brand's readiness to compete for future market shares, is a calculated index of a brand's ‘current mass' (current primary consumer share) multiplied by its ‘speed accelerators' (mind-share factors like brand persuasion, brand pull and brand loyalty).
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