Juxtconsult Web Connect Snapshot - Online Shopping Category March 2008

Web Connect - Category level Snapshot How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

Online Shopping March 2008

Study Overview ¾ The first user-response based syndicated research study tracking ‘user friendliness’ of popular websites at the category level on a quarterly basis ¾ Rating and ranking of websites using 19 distinct ‘generic’ parameters that measures both the ‘user friendliness’ and ‘satisfactory usage experience’ of a website ¾ Measures the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of the website vis-à-vis the key competitive websites in the category ¾ Additional ratings and ranking of websites using 12 distinct ‘shopping related’ parameters that measures the ‘transaction’, ‘delivery’ and ‘refund’ friendliness’ of an e-commerce website ¾ Eventually measures the overall ‘website user friendliness’ (WUF) Index of the website benchmarked against the key competitive websites in the category

Websites Tested • Ebay • Rediff Shopping • Indiatimes Shopping • Futurebzaar • Indiaplaza

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User Friendliness Measuring Schema

1. Browser Compatibility 2. Download Time

3. Distinctive in identity (branding) 4. Presentation of content (layout) 5. Aesthetics (color, text, graphics) 6. User identification with the site 7. Ease of comprehension 8. Relevance of content 9. Relative quality of content

Site is easily accessible

Site is likeable and relevant

Site is easy to use with hassle-free navigation

Site delivers task accomplishment

Ease of Access

Design Appeal

Ease of Usage

Usage Satisfaction

Navigability Index

Satisfaction Index

Accessibility Index

Appeal Index

10. Ease of locating task info 11. Ease of conducting the task 12. Navigation flow between pages 13. Navigational cues and helps 14. Error recovery 15. Customer responsiveness

16. Timeliness of task completion 17. Quality of usage experience 18. Perceived sense of security in usage 19. Brand preference creation

User Friendly Interface

User Friendly Experience

User Friendly Interface Index (UFEX)

User Friendly Experience Index (UZEX)

Website User Friendliness Category Level Website User Friendliness Index (WUF)

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Shopping Friendliness Measuring Schema 1. Successful transaction completion 2. Ease of transacting 3. Comprehension of charges and prices 4. Adequacy of payment options 5. Sense of security while transacting 6. Promptness of transaction confirmation

Transacting on the site is easy, smooth and secure

Transaction Experience Transaction Friendliness Index

7. Timeliness of product/service delivery 8. Appropriateness of delivery as per specification

9. Display/ease of locating refund policy 10. Comprehension of refund policy 11. Timeliness of refunds 12. Adequacy of refund amount

Delivery of product/service is efficient and adequate

Refund process is well understood and smooth

Delivery Experience

Refund Experience

Delivery Friendliness Index

Shopping Friendliness Index Category Level Shopping User Friendliness Index (SUF)

Refund Friendliness Index

Overall Website User Friendliness* Website

WUF Index

Relative Index

10.9

100%

Rediff Shopping

9.8

90%

Indiatimes Shopping

9.0

83%

Futurebazaar

8.3

76%

Indiaplaza

8.3

76%

Ebay

* Includes ‘shopping friendliness’ index parameters as well

WUF Ratings - Users vs. Non-Users Ratings by Website Users only

Ratings by Website Non-Users only

Ebay

Ebay

Rediff Shopping

Rediff Shopping

Indiatimes Shopping

Indiaplaza

Futurebazaar

Indiatimes Shopping

Indiaplaza

Futurebazaar

Top Websites by the 4 Sub Parameters Rank 1 Website by Users

Rank 1 Website by Non-users

(WUF Index)

(WUF Index)

Ease of Access

Ebay

Ebay

Design Appeal

Ebay

Ebay

Ease of Usage / Navigation

Ebay

Indiatimes Shopping

Usage Satisfaction

Ebay

Ebay

Shopping Friendliness

Ebay

-

User Friendliness Sub Parameter

Website User Friendliness Perceptual Map Online Shopping .2

Design Appeal Ebay

.1

Rediff Shopping

Attribute

0.0

Futurebazaar

Ease of Access

Hassle-free Navigation Indiatimes Shopping

Indiaplaza

-.1

Usage Satisfaction -.2 -.2

-.1

Brand

0.0

.1

.2

.3

.4

Methodology •

Online survey conducted using Google search ads (AdSense only)

•

‘Live’ ratings of websites by category users – a website’s current users and its potential users (user of competitive websites)

•

Reporting sample of over 1,000 responses per category - 200 respondents per website for top 5 websites in the category. For each website, half the respondents asked to ‘surf the homepage’ and half to ‘perform/accomplish a relevant task’ on the website

•

Findings for Online Shopping category representative of 24 million online urban Indians

•

Data made representative of online Indians across SEC classes, age groups, income groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult India Online study)

Respondent Profile – Online Shopping March 2008 Demographic Attributes

Respondent Profile (Sample size – 1,208)

Gender Age Distribution

Male

83%

Female

17%

Below 13 years

Not included in study

13-18 years

9%

19-24 years

41%

25-35 years

35%

36-45 years

11%

Above 45 years

4%

City Type

Up to 1 Lakh

13%

(Population Size)

1-5 Lakhs

14%

5-10 Lakhs

27%

Above 10 Lakhs

47%

City Type

Metro

40%

(Market Size)

Urban uptowns

11%

Emerging Towns

9%

Others

40%

Respondent Profile – Online Shopping March 2008 Respondent Profile

Demographic Attributes Region-wise Distribution

Socio-economic Classification

Monthly Household Income

Most Expensive Vehicle in the HH

(Sample size – 1,208)

North

24%

East

10%

South

41%

West

25%

SEC - A

26%

SEC - B

34%

SEC - C

23%

SEC - D

12%

SEC - E

6%

Up to Rs. 10,000

38%

Rs. 10,000 – Rs. 30,000

47%

Rs. 30,000 – Rs. 50,000

8%

Above Rs. 50,000

7%

4-wheeler

24%

2-wheeler

51%

Bi-cycle / others

11%

Don't own any vehicle

14%

Category Level User Friendliness Report 1.

Overall WUF ratings# of the top 5 websites in the category by current category users and nonusers (minimum 100 live test responses per website reported)

2.

Comparative ratings of the user friendliness of their ‘user interface’ (UFEX) as well as the ‘usage experience’ (UZEX)

3.

Rating of each reported website on the 4 key website user-friendliness attributes (and the 16 individual parameters within these 4 attributes): •

Accessibility (browser compatibility, download speed)

•

Appeal (distinctive looks, organized layout, aesthetics, user identification, distinctive content, content relevance, ease of comprehension)

•

Navigability (ease of locating info, ease of conducting task, navigational cues, error recovery, contactability/responsiveness)

•

Usage Satisfaction (task completion, adequacy of solution)

4.

Overall rankings also reported by key consumer segments**

5.

Relative rankings of the 19 attributes as considered important by users in choosing between websites in the category #

all category level ratings are provided by respondents on a 5 point qualitative scale

** depending on the sufficiency of sample size of relevant respondents

JuxtConsult Website User Friendliness Study Pricing of Reports

Report

One Time Report*

Annual Subscription*

(1 quarter report)

(4 quarterly reports)

Nos. Category Level User Friendliness Report

•

Payment Terms

Amount (Rs.)

1

150,000

per category

Nos. 4

Amount (Rs.) 450,000

per category

: One time Reports - 100% advance : Annual Subscription - 50% advance, 50% before 3rd report

•

Delivery Timeline

: First Report – By first week March 2008 : Quarterly Reports – By 15th of the month after quarter ends

•

Report Delivery Format

* 12.36% service tax extra

: PDF

Contact Details • Address

:

3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone

:

+91-11-29535098, +91-9811256502

• Contact Person

:

Sanjay Tiwari

• Email

:

[email protected]

• Website

:

www.juxtconsult.com

Thank You!