website user friendliness q1 online shopping report

Website User Friendliness Study

Online Shopping


Online Shopping Report

Jan-Mar ‘08

Online Shopping


Table of content

Introduction................................................................... 1

Methodology .................................................................. 2

Category Websites Tested .................................................10

Findings:

Website User Friendliness Aggregate Scores – Overall ................12

Website User Friendliness Sub Parameter Scores - Overall...........13

Website User Friendliness Perceptual Map – Overall ..................16

Average Ratings on the Individual Parameters - Overall..............17

Rating Dispersions by Individual Attributes .............................19

Relative Importance of the Individual Criteria .........................30

Website User Friendliness Aggregate Scores - Website Users Only..31

Website User Friendliness Sub Parameter Scores - Website Users Only ...........................................................................32

Website User Friendliness Perceptual Map – Website Users Only....35

Average Ratings on the Individual Parameters - Website Users Only.................................................................................35

Average Ratings on the Individual Parameters - Website Users Only.................................................................................36



Website User Friendliness Aggregate Scores - Website Non Users Only ...........................................................................56

Website User Friendliness Sub Parameter Scores - Website Non Users Only ...........................................................................57

Website User Friendliness Perceptual Map – Website Non Users Only.................................................................................59

Average Ratings on the Individual Parameters - Website Non Users Only ...........................................................................60



Respondent ProfileDemographic Profile.................................73

Demographic Profile ........................................................74

Socio Economic Profile .....................................................78

Economic Profile ............................................................80

Net Usage Dynamics ........................................................82

WUF Index Ranking of Websites by User Segments ....................83

Sample Sizes .................................................................90

Online Shopping


1

Introduction Internet users rarely bother to complain about the poor quality or experience of a website. They just ‘switch’ to an alternative website.

Yet most websites do little to track their user’s experience and perceptions about their websites on various critical parameters - be it the appeal of their user interface, ease of navigation and task completion, or the satisfaction derived from the actual usage experience.

To precisely fill this gap JuxtConsult has introduced its ‘Website User Friendliness’ syndicated study. The study helps the online players measure, quantify and benchmark the ‘user friendliness’ and ‘usage satisfaction’ of their website vis-à-vis the key competing websites.

The study is unique in its methodology as it takes the concept of ‘usability testing’ of a website online – it makes the users use a website and give the feedback on its usage experience in ‘live’ online environment. The user feedback is real time and based on actual usage of the website.

In order to define and measure what really makes a website ‘user-friendly’, we looked at a simple and interesting parallel of what makes a person seem ‘friendly’. In human interaction, we identify someone as ‘friendly’ only when that person firstly ‘looks’ friendly to us and then ‘behaves’ friendly towards us. When it comes to our interaction with websites, our expectations and behaviors are no different. We identify or treat a website as ‘friendly’ only when it both looks pleasant and acceptable to us and is easy and convenient to use. That is,

A User friendly website � Looks friendly + Behaves friendly

To ‘look’ friendly, a website must be identifiable, appealing, relevant, and pleasant in its appearance. On the other hand, to ‘behave’ friendly a website must enable the task a user has come to perform on the website in a convenient, smooth, orderly and satisfactory manner.

Accordingly, this study interprets, evaluates, measures and reports the ‘user-friendliness’ of a website taking into account both in its look factors as well as its usability factors.

Online Shopping

2

Methodology

The JuxtConsult ‘Website User Friendliness’ Model

Any comprehensive measure of ‘user-friendliness’ of a website must cover all key aspects that determine its ‘user-interface’ (looking friendly) as well as its ‘usage experience’ (behaving friendly). At a broad level, we at JuxtConsult defined these key aspects as follows:

User Interface (look friendly) Usage Experience (behave friendly)

Visually appealing Easy to access

Distinctly identifiable Easy to locate relevant information

Organized interface Easy to comprehend information

Relevant content Easy to navigate and conduct a task

Better quality of content Offer relevant and adequate solutions

Facilitate satisfactory completion of task

Consistent in performance

Highly interactive and responsive

In order to identify the precise and measurable attributes under each of these aspects, we carefully mapped the typical flow of the ‘interaction’ a user usually has with a website. In doing so we identified 6 typical stages of interaction a user has with a website (and therefore, 6 critical aspects that need to be measured to arrive at any comprehensive evaluation of ‘user-friendliness’ of a website):

�� The user accesses the website (Accessibility)

�� Finds the website appealing (Likeability)

�� Finds the content relevant (Relatability)

�� Is able to smoothly navigate on the website (Navigability)

�� Finds the website responsive when needs assistance/help (Interactivity)

�� Is able to complete the task/purpose for which he/she visited the website in the first place (Task accomplishment)

Digging a little deeper in these 6 critical areas we identified 19 individual ‘generic’ parameters that required to be measured to make the model a fairly comprehensive one. The parameters related to ‘e-commerce’ or ‘transactions’ were not included in the ‘generic model’


3

The Model ©

Is the website easy to access?

Is the content relevant and distinct?

Does it look appealing?

Is it easy to use?

Is the user able to accomplish the task?

The Measures

Browser compatibility

Download time

Ease of comprehension

Relevance/Adequacy of content

Content distinctiveness (quality)

Distinctiveness (branding)

Layout and interface

Aesthetics (color, text, graphics)

Identification with the website

Ease of locating task info

Ease of conducting the tasks

Inter-page consistency in design

and flow

Level of task completion (success)

Timeliness of task completion

Adequacy of task compl. (satisfaction)

The Website – User Interaction Points

The User Friendliness Criteria

Accessibility

Relatability

Likeability

Navigability

Task Accomplishment

Interactivity

Technical

Assistance

Solution

Task Flow

Content

Design

Is it able to assist the user when needed?

Navigational cues and helps

Error rate / error recovery

Contacability (and responsiveness)

Sense of security in using the site

per se (to retain its universality), but have been considered separately as the ‘seventh’ critical aspect of measuring user friendliness of the ‘e-commerce’ websites.

The following graphics outline the precise ‘website user friendliness’ measuring and rating schema based on the 19 ‘generic’ parameters used in the JuxtConsult model and in bringing out these reports:

Online Shopping

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User Friendliness Measuring Schema

Ease of Usage Usage Satisfaction

1. Browser Compatibility

2. Download Time

Ease of Access

Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment

16. Timeliness of task completion

17. Quality of usage experience

18. Perceived sense of security in usage

19. Brand preference creation

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

User Friendly Interface User Friendly Experience

Website User Friendliness

Accessibility Index Navigability Index Satisfaction Index

©

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

Design Appeal

Site is likeable and relevant

Appeal Index

User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX)

Category Level Website User Friendliness Index (WUF)


5

As shown in the schema, the 19 individual ‘generic’ parameters that determine the overall user friendliness of a website have been clustered together into 4 ‘sub index’ measuring the ‘accessibility’, ‘appeal’, ‘navigability’ and ‘usage satisfaction’ index of a website. Hereafter these are combined to arrive at two higher level ‘user interface’ and ‘user experience’ Index and eventually into the overall ‘website user friendliness’ (WUF) index of a website.

The model thereby allows various websites in a category/vertical to be evaluated, compared, benchmarked and ranked on various aspects of their ‘user-friendliness’ in an objective manner (based on the index score derived from actual ‘ratings’ of these websites by their existing and potential users).

Additional ‘Shopping Index’ for E-Commerce Category Websites

For websites which come under the e-commerce categories, offering online transactions, an additional ‘seventh’ group of user friendliness parameters have been added to the model. This set of critical measure has been classified as ‘Shopping Friendliness Index’ of the e-commerce websites.

The shopping friendliness of an e-commerce website has been measured as a cumulative effect of the usage experience it delivers while a user ‘transacts’ on the website, takes ‘delivery’ of the product/service bought online and the satisfaction with the ‘refund’ in case a cancellation is made and refund sought.

The following graphics outline the additional ‘shopping user friendliness’ index measuring and rating schema used in the JuxtConsult model for the e-commerce category websites:

Online Shopping

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Shopping Friendliness Measuring Schema©

Refund Experience

Refund process is well understood

and smooth

9. Display/ease of locating refund policy

10. Comprehension of refund policy

11. Timeliness of refunds

12. Adequacy of refund amount

Shopping Friendliness Index

Refund Friendliness Index

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

Transaction Experience

Transacting on the site is easy,

smooth and secure

Transaction Friendliness Index

Category Level Shopping User Friendliness Index (SUF)

7. Timeliness of product/service delivery

8. Appropriateness of delivery as per

specification

Delivery Experience

Delivery of product/service is

efficient and adequate

Delivery Friendliness Index

As shown in the schema, the 12 individual parameters that determine the overall ‘shopping friendliness’ of an e-commerce website have been clustered together into 3 ‘sub index’ measuring the ‘transaction’, ‘delivery’ and ‘refund’ usage experience of a website. Hereafter, these three sub indices are combined to arrive at the overall ‘shopping user friendliness’ (SUF) index of an e-commerce website.

In case of e-commerce websites, the overall ‘website user friendliness’ (WUF) index is calculated and reported after incorporating the ‘shopping user friendliness’ (SUF) index parameters as well. That is, the WUF index of the e-commerce websites is calculated based on 31 parameters and not just on 19 ‘generic’ parameters.


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The online survey

To test and get the e-commerce websites rated on these 19 generic parameters and the 12 additional e-commerce related parameters by their existing and potential users, an online survey methodology based on ‘live’ usage and rating of websites was used.

The online survey was conducted using JuxtConsult’s own online user panel (www.getcounted.net) as well as using a ‘survey ad campaign’ on Google Ad Sense (contextual search ads).

The online survey was conducted using an e-questionnaire segmented into three sections. The first section had a ‘screener questionnaire’ that was used to identify the ‘users’ of an online category, and of the various websites being tested within that category. Then the identified ‘users’ and ‘non-users’ (taken as potential users) of the various websites were taken to the respective websites for ‘live’ usage. This was done by providing the ‘URL links’ of these websites within the questionnaires.

Half the respondents (of both existing and potential users of the website) were asked to surf the ‘homepage’ and the other half to ‘complete a simple assigned task’ on the website1. This split was done to keep the length of the ‘live’ usage sessions within reasonable time limit, so that including the feedback-giving time (questionnaire filling), the whole session does not become too long for the respondent. In this way we tried to minimize the impact of any possible ‘response fatigue’ in the survey to the extent it is possible to do so in such surveys.

To ensure a statistically healthy representation and calculation of the ratings (and indices) for each website in the study, a minimum sample quota of 120 ‘reported response’ per website was fixed. This is the sample size on which the user friendliness index calculations are based.

However, because of a break up of ‘live’ usage between the ‘only homepage surfing’ and ‘only an assigned task completion’, each respondent gave only ‘part’ rating of the website. This meant that in practice we would have to take 2 respondents (one of homepage and one of task) to compete one rating of a website as per the JuxtConsult Model. Accordingly, in sample collection, the quota per website was doubled to 240 respondents per website. The eventual break up of the samples as ‘set’ per website and between its existing users and non-users (potential users) was as follows:

1 The tasks that the respondents of the Shopping category were asked to perform were – 1) search for a mobile phone that you intend to buy in future, 2) search for a pearl neklace, and 3) search for apparel of your choice.

Online Shopping

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Table 1: Sample size by websites

Sample Base Users Non-users Total

Indiaplaza Home page 60 60 120

Task 60 60 120

Indiatimes Shopping

Home page 60 60 120

Task 60 60 120

Rediff Shopping Home page 60 60 120

Task 60 60 120

Futurebazaar Home page 60 60 120

Task 60 60 120

Ebay Home page 60 60 120

Task 60 60 120

Total Category 600 600 1,200

Further to ensure that we report only those responses that are based on actual, and to an extent, sincere ‘live’ usage of the website, firstly the time taken to check/use the website was measured (from the time of clicking the URL link on the questionnaire to the time of answering the first feedback question). Thereafter, we decided to exclude from reporting those respondents who took less than 3 minutes to ‘surf the homepage’ and less than 5 minutes to ‘complete the assigned task’ on the website.

For the 19 individual ‘generic’ parameters, except for browser compatibility, the ratings for the rest 18 parameters were taken directly from the respondents. For rating on browser compatibility, websites were tested internally at JuxtConsult by its own technical team on various popular internet browsers and then rated accordingly. The browsers on which the website opening was tested were – Internet Explorer, Firefox, Netscape and Opera.

For the rest 18 ‘generic’ parameters where users’ gave the ratings directly, all ratings were taken on a ‘5 point qualitative scale’. For each parameter, respondents were asked to choose one of the five statements given as ‘options’. The five statements ranged from the most positive statement about that attribute on that website to the most negative statement about that attribute on that website.

Of these 18 parameters, only one parameter’s response was taken from the respondents ‘past usage’ of the website (therefore asked only to the ‘users’). This parameter was customer responsiveness (measured as timeliness and appropriates of response to any query they may have made on the website in the past). On all the other 17 parameters the respondents were asked to give their ratings basis the ‘live’ usage experience and in real time.

On the other hand, for all the 12 individual parameters on the ‘shopping friendliness’ index the feedback was taken from the respondents based on their ‘past usage’ of the website (therefore asked only to the ‘users’). This was done largely because it was completely impractical to ask the respondents to transact online ‘live’, nor was it possible to capture the ‘delivery’ and ‘refund’ feedback from them on


9

the ‘live’ basis. For these 12 ‘shopping related’ parameters again users’ gave the ratings directly, and all ratings were taken on a ‘5 point qualitative scale’.

Eventually, all Index numbers (whether WUF or SUF) were calculated and derived from the individual parameter level rating, with each level index having its own calculated scale (depending on the number of individual parameters included under that index). The sample bases of various websites were equalized while calculating their website user friendliness and shopping friendliness index to ensure that there are no sample size biases in the reported findings.

In the online questionnaires, a response format of ‘clicking’ a single or multiple options among the various given options was used for most questions. Wherever relevant, it was also possible for a respondent to answer ‘none’, ‘not applicable’ or ‘any other’. To enlist complete and sincere responses, an incentive of a significant cash prize was also announced to be given to one randomly selected respondent at the end of the survey.

The questionnaire were pre-tested and timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. The questionnaire was structured and designed to reduce the level of ‘respondent fatigue’ to an extent that was practically possible.

Over 1,382 unduplicated and clean responses were collected from the online survey for the 5 websites being tested under the Online Shopping category (in about 3 weeks of time for which the survey was ‘live’ online). After further cleaning of the data for the actual time spent on surfing the homepage/completing the task on the websites 1,208 responses were finally found to be valid and used in creating this report.

The valid and usable data was then made representative of the entire online urban Indian population by using appropriate 'demographic multipliers’ using highly authentic Govt. of India population statistics. The weights used were derived from the JuxtConsult’s India Online 2007 study and are based on 3 highly relevant demographic parameters – SEC, town class and region.

The end result is that the findings of this report possibly represent the ‘voice’ of over 24 million online urban Indians. Further, the findings represent and effectively cover internet users from all SEC groups, all age groups above 12 years, all income groups and all types of town classes (right down to 20,000 population size level towns)2 .

2 For more details on the demographic and socio-economic profile of the respondents see the ‘Respondent Profile’ section of this report.

Online Shopping

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Category Websites Tested

�� Indiaplaza (www.indiaplaza.com)

�� Indiatimes Shopping (www.shopping.indiatimes.com)

�� Rediff Shopping (www.shopping.rediff.com)

�� Futurebazaar (www.futurebazaar.com)

�� eBay (www.ebay.co.in)


11

Findings

Online Shopping

12

Website User Friendliness Aggregate Scores – Overall Table 2: Website user friendliness index (WUF) - overall

Brands WUF Index Relative Index

Ebay 10.9 100%

Rediff Shopping 9.8 90%

Indiatimes Shopping 9.0 83%

Futurebazaar 8.3 76%

Indiaplaza 8.3 76%

Base: 1,208

Table 3: Friendly interface index (UFEX) - overall

Brands UFEX Index Relative Index

Ebay 5.1 100%



Indiaplaza 3.9 77%


Base: 1,208

Table 4: User friendly usage experience index (UZEX) - overall

Brands UZEX Index Relative Index

Ebay 3.7 100%




Indiaplaza 2.9 78%

Base: 1,208


13

Website User Friendliness Sub Parameter Scores - Overall Table 5: Accessibility index (overall)

Brands Accessibility Index Relative Index

Ebay 2.8 100%



Indiaplaza 2.2 79%


Base: 1,208

Table 6: Appeal index (overall)

Brands Appeal Index Relative Index

Ebay 2.3 100%




Indiaplaza 1.8 76%

Base: 1,208

Table 7: Navigability index (overall)

Brands Navigability Index Relative Index

Ebay 1.3 100%




Indiaplaza 1.0 76%

Base: 1,208

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Table 8: Shopping friendliness index (overall)

Brands SUF Index Relative Index

Ebay 2.3 100%

Indiaplaza 2.3 98%




Base: 341

Table 9: Usage satisfaction index (overall)

Brands Satisfaction Index Relative Index

Ebay 2.4 100%



Indiaplaza 1.9 80%


Base: 1,208

Table 10: Transaction friendliness index (overall)

Brands Transaction Index Relative Index

Indiaplaza 0.8 100%

Ebay 0.8 99%




Base: 341


15

Table 11: Delivery experience index (overall)

Brands Delivery Index Relative Index

Ebay 0.8 100%

Indiaplaza 0.8 95%




Base: 341

Table 12: Refund experience index (overall)

Brands Refund Index Relative Index

Ebay 0.8 100%

Indiaplaza 0.8 99%




Base: 341

Online Shopping

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Website User Friendliness Perceptual Map – Overall

Brand

.6.4.2-.0-.2-.4-.6

Att

rib

ute

.3

.2

.1

0.0

-.1

-.2

Refund Experience

Delivery Experience

Usage Satisfaction

Ease of Usage

Design Appeal

Easy of Access

Indiaplaza

Indiatimes Shopping

Ebay


Futurebazaar

Rediff Shopping


17

Average Ratings on the Individual Parameters - Overall Table 13: Summary table - overall

Ratings (on a 5 point qualitative scale) Indiaplaza Indiatimes Shopping

Rediff Shopping Futurebazaar Ebay

Browser Compatibility 5.0 5.0 5.0 5.0 5.0

Download Time 4.2 4.5 4.5 4.4 4.6

Accessibility Index 2.2 2.3 2.4 2.1 2.8

Distinctive in identity (branding) 3.1 3.3 3.3 3.3 3.5

Presentation layout of the home page 3.1 3.3 3.3 3.3 3.5

Presentation layout of the task page 3.9 4.4 4.5 4.4 4.3

Aesthetics of text on the homepage 2.7 2.6 2.6 2.7 2.8

Aesthetics of graphics on the homepage 4.3 3.8 4.1 4.4 4.3

User identification with the site 3.9 3.9 4.0 3.9 4.3

Ease of comprehension 4.3 4.3 4.3 4.2 4.5

Relevance of content 4.2 4.3 4.3 4.1 4.4

Relative quality of content 4.1 4.0 4.1 4.2 4.3

Appeal Index 1.8 1.9 2.1 1.8 2.3

Ease of locating task info 4.1 4.6 4.4 4.3 4.3

Ease of conducting the task 3.9 4.4 4.3 4.3 4.2

Navigation flow between pages 3.9 4.3 4.3 4.4 4.2

Navigational cues and helps 2.8 2.6 2.8 2.9 2.4

Error recovery 4.6 4.6 4.3 4.7 4.6

Appropriateness of response to queries 4.7 4.4 4.7 4.6 4.7

Timeliness of response to queries 4.5 4.3 4.4 4.6 4.2

Satisfaction with query resolution 4.6 4.3 4.5 4.5 4.2

Navigability Index 1.0 1.2 1.2 1.2 1.3

Timeliness of task completion 3.7 4.0 4.2 4.1 3.9

Quality of the usage experience 3.7 4.2 4.1 4.1 4.2

Perceived sense of security during usage 4.0 4.3 4.3 4.2 4.2

Creation of brand preference 4.4 4.5 4.4 4.4 4.3

Satisfaction Index 1.9 2.0 2.1 1.8 2.4

Successful transaction completion 4.3 4.3 4.0 4.4 3.5

Ease of transacting 4.5 4.3 4.5 4.5 4.4

Comprehension of charges and prices 4.3 4.5 4.5 4.6 4.8

Adequacy of payment options 4.4 4.0 4.6 4.7 4.5

Sense pf security while transacting 4.3 4.3 4.1 4.3 4.4

Promptness of transaction confirmation 4.3 4.4 4.1 4.6 4.5


0.8

0.4

0.7 0.6 0.8

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Timeliness of product/service delivery 3.9 4.1 4.0 4.2 4.3

Appropriateness of delivery as per specification 4.6 4.5 3.9 4.8 4.6

Delivery Experience 0.8 0.4 0.7 0.6 0.8

Display/ease of locating refund policy 3.8 4.3 3.8 4.5 4.4

Comprehension of refund policy 4.3 4.4 3.9 4.2 4.4

Timeliness of refunds 4.0 4.3 2.5 4.7 4.7

Adequacy of refund amount 4.1 4.3 2.3 4.6 4.7

Refund Friendliness Index 0.8 0.4 0.7 0.6 0.8

UFEX Index 3.9 4.2 4.5 3.9 5.1

UZEX Index 2.9 3.2 3.3 3.1 3.7

Shopping Index 2.3 1.2 2.1 1.7 2.3

WUF Index 8.3 9.0 9.8 8.3 10.9

Base: 1,208


19

52%43%

51% 51%61%

17%42% 27%

32%24%13%

8%14%

15% 8%

4%2% 5%2%

15%

3%4% 6% 3% 1%

0%

25%

50%

75%

100%

Indiaplaza IndiatimesShopping

RediffShopping

Futurebazaar Ebay

Didn't notice the logoat all'.

I had to search for thelogo

I spotted it but onlyafter a while

It was prominent and Ispotted it easily

It was the first thingthat I noticed on thepage

JFM '08

.

35%

65%75%

55%

77%

56%

28%14%

31%

14%

6% 6%7% 12% 7%

3%0%1%

1%3%0%0% 1% 4% 1%

0%

25%

50%

75%

100%

Indiaplaza Indiatimes

Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely slow

Fairly slow

Neither fast nor slow

Reasonably fast

Adequately fast

JFM '08

Rating Dispersions by Individual Attributes Chart 1: Download time (overall)

Base: 601

Chart 2: Distinctive in identity (overall)

Base: 601

Online Shopping

20

35%

56% 59%49% 53%

32%

32%31%

44%27%

24%

12% 9% 6%

18%

2%0% 0% 1%

6%

0%4% 0% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely untidy andcluttered

Fairly untidy

Averagely presented

Fairly well presented

Very well presented

JFM '08

38% 37%46%

37%

64%

39% 39%

34% 52%

27%

24%17%

16%9% 8%

0%

0%3% 1%0% 0%0%

8%1% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely haphazardand badly presented

Fairly disorganized andill presented

Just average inorganization andpresentation

Fairly well organizedand presented

Extremely wellorganized and neatlypresented

JFM '08

Chart 3: Presentation of the home page (overall)

Base: 601

Chart 4: Presentation of the task page (overall)

Base: 601


21

55%41% 46%

64% 58%

31%

27% 33%

21%25%

6%9% 11% 8%

2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Neither engage menor distract me

Too many

Highly relevant andengaging

JFM '08

74%68% 71%

75%85%

22%26% 21%

20%

14%

4%8% 5% 2%7%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

It has too little contentand looks empty

It has too much textand looks cluttered

It has just the rightamount of text andlooks fine

JFM '08

Chart 5: Aesthetics of text (overall)

Base: 601

Chart 6: Aesthetics of graphics (overall)

Base: 601

Online Shopping

22

40%48%

54%46%

70%

49% 38%34%

37%

19%

10%12% 4% 8%

8%3%2%

1%7%

2%1%0% 0%

8%2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely difficult

Quite difficult

Neither easy nordifficult

Reasonably easy

Extremely easy

JFM '08

26%36%

29% 33%

53%

48%34% 46% 41%

30%

19%16%

20%16%

12%

6%14%

4%5%3%

0%5%

0% 0% 4%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Its just opposite of mystyle and personality

I find it difficult torelate to it

I can live with it

I can relate to it tosome extent

It matches my styleand personalitycompletely

JFM '08

Chart 7: User identification with the site (overall)

Base: 601

Chart 8: Ease of comprehension (overall)

Base: 601


23

33% 35%29%

38%43%

52%37%

57%43%

45%

14%

23%

11% 16%9%

3%4% 1% 2%2%0%0% 0% 3% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Significantly inferiorthan the otherwebsites

Somewhat inferiorthan the otherwebsites

Same as offered bythe other websites

Somewhat better thanthe other websites

Significantly betterthan the otherwebsites

JFM '08

39% 40%

52%

33%

52%

45% 48%31%

52%

40%

16% 11%14% 10%

5%1%1%

1% 3%0% 2%0% 0% 3% 2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Almost irrelevant

Low relevance

Averagely relevant

Fairly relevant

Highly relevant

JFM '08

Chart 9: Relevance of content (overall)

Base: 601

Chart 10: Relative quality of content (overall)

Base: 601

Online Shopping

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39%

60% 57% 56% 53%

30%

24%

19%26%

21%

19%

11%21%

14%21%

5%4% 3% 3%

6%

0%6%

1% 0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Faced lots of difficulty

Faced some difficultybut was able tocomplete the task


Fairly easy with onlysome minor irritants

Extremely easy andhassle-free

JFM '08

53%

65% 63%53% 50%

25%

29%

18%29%

28%

9%

5%

17% 15% 20%

2%1% 2% 2%

9%

0%5%

0% 1% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely difficult

Fairly difficult


Fairly easy

Very easy

JFM '08

Chart 11: Ease of locating task info (overall)

Base: 611

Chart 12: Ease of conducting the task info (overall)

Base: 611


25

7%1% 2% 1% 3%

7% 5%

31%

42%46% 59%

32%

2%

12%

6%

19%8%

8%

7%24%

41%

27%

44%38%

32%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Had very few relevantinstructions

Had a fair bit ofrelevant instructions

Almost did not haveany relevantinstructions

Had most of therelevant instructions

Had all the relevantinstructions

JFM '08

33%

54% 57% 58%52%

46%

25% 18%

28%

28%

8%17% 24%

12%15%

2%2% 0% 1%

7%

3%6%1% 0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Relevant page did notopen at all

Faced lot of problems

Neither freely nor withdifficulty

More or less freely

Completely freely

JFM '08

Chart 13: Navigation flow between pages (overall)

Base: 611

Chart 14: Navigation cues and helps (overall)

Base: 611

Online Shopping

26

72% 69%

81%

65%

81%

25%

14%

13%

29%

16%

3%

3%

3%2%

6%1%

14%0%

0%0% 1%0% 0% 3%0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

There was noresponse at all

Received only auto-reply, nothingthereafter

They responded butdid not resolve thequery

Query was resolvedonly partially

Query was resolvedcompletely

JFM '08

69% 71% 67%75% 73%

27% 20%16%

21%19%

1%4%

8%

2% 7%2%

5%

0%

1%0%0%2% 0%

9%2%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Couldn't resolve andfailed to complete thetask

Resolved with greatdifficulty

Encountered butresolved with websitehelp instructions

Encountered error butresolved on my own

Did not encounter anyerror at all

JFM '08

Chart 15: Error recovery (overall)

Base: 611

Chart 16: Appropriateness of the response (overall)

Base: 264


27

59% 60% 59%52%

43%

40%

21%

36%44%

35%

1%

4%

3% 1%

20%

1%

15%

2% 3%0% 1%0% 0% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Highly dissatisfied

Moderatelydissatisfied

Neither satisfied notdissatisfied

Moderately satisfied

Highly satisfied

JFM '08

57% 60%53%

68%

40%

39%

22%42%

26%

47%

4%

4%

2% 4%

5%

7%14%

0%2%0% 1%0% 0% 3% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Did not receive anyresponse at all

Fairly late

Neither promptly norlate

More or less in time

Very promptly

JFM '08

Chart 17: Timeliness of response (overall)

Base: 264

Chart 18: Satisfaction with response (overall)

Base: 264

Online Shopping

28

21%

40% 43%34%

42%

49%

47%32%

41%

46%

16%

11%

17%22%

9%0%1%

8%2%

8%

4%6%1% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Downright painful

Fairly troublesomeand irritating

Just about agreeable

Fairly pleasant andsatisfactory

Extremely pleasantand delightful

JFM '08

32%

48%55% 54%

47%

28%

24%

23%15%

15%

24%12%

14%

16%18%

20%13%2% 15%15%

1%1% 4% 6%0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Took significantlylonger than expected

Took somewhat moretime than expected

Completed in as muchtime as expected

Completed marginallyfaster than expected

Completed a lot fasterthan expected

JFM '08

Chart 19: Timeliness of task completion (overall)

Base: 611

Chart 20: Quality of usage experience (overall)

Base: 611


29

60% 62%54% 54%

46%

27% 27%31%

39%

38%

11% 10%12%

4%13%

2%1% 3% 2%2%1%0% 0% 0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Very unlikely to visit it

Fairly unlikely to visit it

Not sure, may or maynot visit it

Somewhat likely tovisit it

Very likely to visit it

JFM '08

38%44% 47%

32%

48%

36%

42% 38%58%

33%

21%

12% 14%9%

16%

1%1% 1% 1%3%

2%2% 0% 0% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Completely insecure

Fairly insecure

Not sure if I can trustthe website

Fairly secure

Absolutely secure

JFM '08

Chart 21: Perceived sense of security in usage (overall)

Base: 1,208

Chart 22: Brand preference creation (overall)

Base: 1,208

Online Shopping

30

Relative Importance of the Individual Criteria Table 14: Importance ranking of the key individual criteria (overall)

Brands Indiaplaza Indiatimes Shopping

Rediff Shopping

Futurebazaar Ebay Overall-Shopping

Fastest to download 46% 53% 53% 41% 33% 45%

Brand image in the market place 38% 35% 52% 37% 44% 41%

Most responsive and prompt in customer service and support

34% 38% 35% 50% 35% 38%

Best assures safety against frauds & misuse of personal details & financial info

42% 35% 37% 34% 38% 37%

Simplest and most easy to understand language

19% 26% 44% 36% 23% 30%

Gives best assurance on privacy of info provided

20% 40% 8% 28% 41% 27%

Provide the best help 17% 16% 21% 18% 27% 20%

Most neat looking design (aesthetics) 35% 18% 18% 8% 11% 18%

Matches my personality and style the best 29% 12% 9% 9% 18% 16%

Most logical structure and flow of info. / content

5% 7% 7% 16% 26% 13%

Most consistent design, look & feel across the page

3% 11% 8% 22% 3% 9%

Helps accomplish the task in least no. of clicks

13% 9% 9% 4% 2% 7%

Base: 1,208


31

Website User Friendliness Aggregate Scores - Website Users Only Table 15: User friendliness index (WUF) - website users only


Ebay 7.0 100%


Indiaplaza 5.4 77%



Base: 524

Table 16: Friendly interface index (UFEX) - website users only


Ebay 2.7 100%




Indiaplaza 1.7 65%

Base: 524

Table 17: User friendly usage experience index (UZEX) - website users only


Ebay 2.0 100%




Indiaplaza 1.3 68%

Base: 524

Online Shopping

32

Website User Friendliness Sub Parameter Scores - Website Users Only Table 18: Accessibility index (website users only)


Ebay 1.5 100%




Indiaplaza 1.0 67%

Base: 524

Table 19: Appeal index (website users only)


Ebay 1.2 100%




Indiaplaza 0.8 63%

Base: 524

Table 20: Navigability index (website users only)

Brands Navigability Index Relative Index

Ebay 0.7 100%




Indiaplaza 0.5 67%

Base: 524


33

Table 21: Shopping friendliness index (website users only)

Brands SUF Index Relative Index

Ebay 2.3 100%

Indiaplaza 2.3 98%




Base: 341

Table 22: Usage satisfaction index (website users only)


Ebay 1.3 100%




Indiaplaza 0.9 68%

Base: 524

Table 23: Transaction friendliness index (website users only)

Brands Transaction Index Relative Index

Indiaplaza 0.8 100%

Ebay 0.8 99%




Base: 341

Online Shopping

34

Table 24: Delivery experience index (website users only)

Brands Delivery Index Relative Index

Ebay 0.8 100%

Indiaplaza 0.8 95%




Base: 341

Table 25: Refund experience index (website users only)

Brands Refund Index Relative Index

Ebay 0.8 100%

Indiaplaza 0.8 99%




Base: 341


35

Website User Friendliness Perceptual Map – Website Users Only

Brand

.6.4.2-.0-.2-.4-.6

Att

rib

ute

.2

.1

0.0

-.1

-.2

-.3

-.4

Refund Experience

Delivery Experience

Usage Satisfaction

Ease of Usage

Design Appeal

Futurebazaar

Indiaplaza

Indiatimes Shopping

Rediff Shopping

Ebay


Easy of Access

Online Shopping

36

Average Ratings on the Individual Parameters - Website Users Only Table 26: Summary table (website users only)

Ratings (on a 5 point qualitative scale) Indiaplaza Indiatimes Shopping Rediff Shopping Futurebazaar Ebay


Download Time 4.2 4.6 4.7 4.4 4.7











Appeal Index 0.8 0.9 1.0 0.9 1.2





Error recovery 4.5 4.4 4.7 4.6 4.8










Successful transaction completion 4.3 4.3 4.0 4.4 3.5

Ease of transacting 4.5 4.3 4.5 4.5 4.4

Comprehension of charges and prices 4.3 4.5 4.5 4.6 4.8

Adequacy of payment options 4.4 4.0 4.6 4.7 4.5

Sense pf security while transacting 4.3 4.3 4.1 4.3 4.4

Promptness of transaction confirmation 4.3 4.4 4.1 4.6 4.5

Transaction Experience Index 0.8 0.4 0.7 0.6 0.8


37



Timeliness of product/service delivery 3.9 4.1 4.0 4.2 4.3

Appropriateness of delivery as per specification 4.6 4.5 3.9 4.8 4.6

Delivery Experience Index 0.8 0.4 0.7 0.6 0.8

Display/ease of locating refund policy 3.8 4.3 3.8 4.5 4.4

Comprehension of refund policy 4.3 4.4 3.9 4.2 4.4

Timeliness of refunds 4.0 4.3 2.5 4.7 4.7

Adequacy of refund amount 4.1 4.3 2.3 4.6 4.7

Refund Friendliness Index 0.8 0.4 0.7 0.6 0.8

UFEX Index 1.7 2.0 2.2 2.0 2.7

UZEX Index 1.3 1.6 1.7 1.6 2.0

Shopping Index 2.3 1.2 2.1 1.7 2.3

WUF Index 5.4 4.8 6.0 5.3 7.0

Base: 524

Online Shopping

38

66%

53%44%

61% 57%

17% 41%

34%

28% 33%

16%3%

16%

11% 10%1%1%

4%0%0%

0%1% 1% 3% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

39%

65%

80%

60%

81%

47%

30%

13%

19%

14%8%

5% 6%

20%

2%3%0% 0% 0%

6%0%1% 0% 0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely slow

Fairly slow


Reasonably fast

Adequately fast

JFM '08

Rating Dispersions by Individual Attributes Chart 23: Download time (website users only)

Base: 262

Chart 24: Distinctive in identity (website users only)

Base: 262


39

36%

57%63%

53% 50%

34%

26%

37%

43%

26%

16%

17%

0%3%

23%

0%0% 0% 1%

10%

0%5%

0% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay


Fairly untidy

Averagely presented


Very well presented

JFM '08

3

30%39% 34% 32%

63%

63%

29% 38%

59%

30%

7%

25%25%

8% 7%0% 0%0%

0%

0%1%2%8%

0% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

Chart 25: Presentation of the home page (website users only)

Base: 262

Chart 26: Presentation of the task page (website users only)

Base: 262

Online Shopping

40

38% 37%

54%60%

38%

50%30%

18%

27%

36%

4%

14%20%

3% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Neither engage me nordistract me

Too many


JFM '08

77%

62% 64%

83% 86%

19%

36%23%

13%13%

5%13%

5% 1%2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay




JFM '08

Chart 27: Aesthetics of text (website users only)

Base: 262

Chart 28: Aesthetics of graphics (website users only)

Base: 262


41

52% 57% 60%51%

73%

33%33%

34%41%

16%

11%10% 2% 6%

7%4%0%

0%0%3%

0%0% 0% 4% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Extremely difficult

Quite difficult


Reasonably easy

Extremely easy

JFM '08

18%

32% 36% 35%41%

53%33%

38% 37%

40%

17%

16%

26%22%

14%

6%

20%

0%3%

4%

0%7%

0% 0% 3%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay



I can live with it



JFM '08

Chart 29: User identification with the site (website users only)

Base: 262

Chart 30: Ease of comprehension (website users only)

Base: 262

Online Shopping

42

26%35% 33%

54%

67%

49%

46%56%

38%

27%23%

16%11% 5%

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

0%1% 0% 0% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

50%38%

54%

38%48%

36%50%

27%

49%

49%

13% 11%18% 7%

2% 2%1% 0%6%

1% 0%0% 0% 0% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Almost irrelevant

Low relevance

Averagely relevant

Fairly relevant

Highly relevant

JFM '08

Chart 31: Relevance of content (website users only)

Base: 262

Chart 32: Relative quality of content (website users only)

Base: 262


43

55%62% 61% 58%

52%

26%24% 26%

21%

20%

14% 9%11%

18%25%

2%3%

3% 3%0%

0%5% 3% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

62% 60%

80%

51% 48%

17%

36%

13%

24% 27%

3%

5% 7%

22% 25%

0%0% 0% 3%

8%

0%12%

0% 0% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Extremely difficult

Fairly difficult


Fairly easy

Very easy

JFM '08

Chart 33: Ease of locating task info (website users only)

Base: 262

Chart 34: Ease of conducting the task (website users only)

Base: 262

Online Shopping

44

6%1% 0% 1%

24%

8%

37%

38%

47%57%

32%

0%6% 5%1%

28%5%

7% 3%

11%

35%

23%

51%

39% 39%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

40%48%

57%

46%51%

40%18%

15% 35%18%

3% 29%28%

18%

26%

5%3%0% 1%

16%

0%1% 2% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay




More or less freely

Completely freely

JFM '08

Chart 35: Navigation flow between pages (website users only)

Base: 262

Chart 36: Navigation cues and helps (website users only)

Base: 262


45

75%

59%

87%

74%

86%

21%

13%

5%23%

11%

4%

4%

4%1%

2%1%

24%

0%1%0% 0%0% 0%

5%0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

69% 66%

79%

64%

79%

25%

19%

15%

33%

18%

0%

5%

6% 4% 2% 0%9%

0% 0%0%

0%5% 1% 0% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

Chart 37: Error recovery (website users only)

Base: 262

Chart 38: Appropriateness of the response (website users only)

Base: 140

Online Shopping

46

61%54%

58% 57%46%

39%

17%

35%43%

27%

5%

4%

25%

0%0% 1%

25%

3% 0%0% 0%0% 0% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Highly dissatisfied




Highly satisfied

JFM '08

53% 51% 50%

75%

46%

47%

20%

42%

18%

49%

0%

5%

3% 7% 0%5%

24%

0%1%0% 0%0% 0%

5%0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay


Fairly late



Very promptly

JFM '08

Chart 39: Timeliness of response (website users only)

Base: 140

Chart 40: Satisfaction with response (website users only)

Base: 140


47

33%38%

53%

37% 38%

45%

51%33%

45%

58%

1%

10%10% 17%

3% 0%1% 4% 1%

16%

1%5%0% 0% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Downright painful





JFM '08

43% 48%

75%

42% 44%

23%

36%

19%

16%16%

13%

13%

6%

21% 14%

26%

3% 1%

22%21%

1%1% 1% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

Chart 41: Timeliness of task completion (website users only)

Base: 262

Chart 42: Quality of the usage experience (website users only)

Base: 262

Online Shopping

48

71% 71%

54%60%

56%

16%21%

36%

37%

29%

10%8% 10%

1%14%

0%0% 0% 2%3%1%0% 0% 0% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

40% 40%

58%

34%

46%

27%

48%

35%

58% 33%

24%

11%7% 7%

20%

0%1% 0% 1%7%

0%2% 0% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Completely insecure

Fairly insecure


Fairly secure

Absolutely secure

JFM '08

Chart 43: Perceived sense of security in usage (website users only)

Base: 524

Chart 44: Brand preference creation (website users only)

Base: 524


49

66%

49%55%

51%46%

26%

40%

40% 48%47%

5% 6%4% 1%

8%0%

4% 0% 0%4%0%0% 0% 1% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely difficult

Fairly difficult

Neither easy notdifficult

Fairly easy

Extremely easy

JFM '08

41%

61%

37%

61%

35%

50%

25%

41%

29%

29%

5%7%

15%0%

13%

2%

3% 4% 7%2%

22%

1% 5% 3% 4%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Very rarely

Only some of thetimes

Fair number of times

Most of the times

Every time

JFM '08

Chart 45: Complete the transaction on this website (website users only)

Base: 341

Chart 46: Ease of transaction completion (website users only)

Base: 341

Online Shopping

50

45% 45%

69%79%

55%

49%

25%

17%

11%

42%

4%

26%

13% 9% 3%0%

0%0% 0%2%

0%1% 5%0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Couldn't pay by anyoption and cancelledthe transaction

Forced to pay using anunwanted option

Couldn't choose mypreferred option butpaid using another

Limited options but Icould still choose mypreferred one

Plenty of options&amp

JFM '08

39%

60%54%

64%

80%

53%

28%46%

35%

18%

6% 12%0% 1%0%

0%0% 0% 0%2%0%0% 0% 0% 1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Not explained clearlyand adequately at all

Not explained veryclearly and adequately

Not sure if explainedclearly and adequately

Explained fairly clearlyand adequately

Explained very clearlyand adequately

JFM '08

Chart 47: Clarification regarding charges/payments (website users only)

Base: 341

Chart 48: Adequacy of payment options (website users only)

Base: 341


51

39%

57%49%

71%

53%

57%

32%

22%

23%

46%

2%6%

17%

5%1% 0%

5%13%

0%2%0%0% 0% 0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Highly delayed

Somewhat late

Just about in time

Within a reasonabletime limit

Very promptly

JFM '08

46% 50%59% 54%

47%

47% 39% 23% 27%50%

1%4%

1%

19%

1% 1%6%

6%

0%6%

0%0% 1%12%

1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Highly insecure

Moderately insecure

Neither secure norinsecure

Moderately secure

Highly secure

JFM '08

Chart 49: Online transaction security (website users only)

Base: 341

Chart 50: Promptness of transaction confirmation (website users only)

Base: 341

Online Shopping

52

69%63%

32%

81%70%

23%28%

54%

18%

27%

4% 7%

1%

1% 1% 3%3%

1%

0%2%0%2% 0%

12%

1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Delivered in fairlybad/damagedcondition

Delivered in less thanadequate condition

Delivered in just aboutacceptable condition

Delivered in fairly goodcondition

Delivered in perfectcondition

JFM '08

26%

40% 36% 33% 35%

47%

40%

33%

59%63%

23%13%

29%

6%2%4% 1%2%

7%0%

1%0%0%1% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Highly delayed

Somewhat late

Just about in time


Highly promptly

JFM '08

Chart 51: Promptness of delivery (website users only)

Base: 341

Chart 52: Appropriateness of the delivered product (website users only)

Base: 341


53

56% 58%

41% 44% 48%

25%29%

24%

35%

44%

11%5%

21%

17%

6%1%

7%15%

2%5%

0%3% 1% 0% 3%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

I read it but didn'tunderstand it at all

I read it but was fairlyconfused

I read it butunderstood onlypartially

I read it andunderstood it fairly well

I read it andunderstood itcompletely

JFM '08

33%

58%

34%

64% 65%

27%

24%

27%

27% 24%31%

9%

25%

8%5%

2%5% 10%

0%

5%

4%4% 5% 4%1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

I could not locate it atall despite searchingextensively

I could locate it onlyafter great difficultyand efforts

I could locate it buthad to search quite abit

I could locate it fairlyeasily after looking forit

Yes it was prominentlydisplayed

JFM '08

Chart 53: Display of refund policy (website users only)

Base: 341

Chart 54: Easy of comprehension of refund policy (website users only)

Base: 341

Online Shopping

54

26%

72%

3%

57%

81%

68%

11%

33%

43%

17%0%

5%

10%

0%0% 0%

0%

4%

0%

0%

2%6%12%

51%

0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Didn't get the refund atall

Significantly lower thanexpected

Marginally lower thanexpected

As expected

More than expected

JFM '08

28%

67%

16%

70%77%

59%

16%

30%

26%19%

7%8%

0%

5% 1% 0%

0%

4%

0%

0%

2%6% 9%

51%

0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Didn't get a refund atall

Highly delayed

Somewhat late


Very promptly

JFM '08

Chart 55: Promptness in refund (website users only)

Base: 341

Chart 56: Adequacy of refund amount (website users only)

Base: 341


55

Relative Importance of the Individual Criteria Table 27: Importance ranking of the key individual criteria (website users only)


Rediff Shopping




35% 35% 46% 54% 36% 41%


40% 38% 28% 35% 50% 39%


18% 53% 5% 35% 60% 36%



12% 24% 49% 47% 22% 31%





9% 5% 7% 14% 9% 9%


23% 7% 12% 3% 3% 9%


4% 12% 6% 4% 2% 5%

Base: 524

Online Shopping

56

Website User Friendliness Aggregate Scores - Website Non Users Only Table 28: User friendliness index (WUF) - website non users only


Ebay 4.1 100%


Indiaplaza 3.8 91%



Base: 684

Table 29: User friendly interface index (UFEX) - website non users only


Ebay 2.4 100%


Indiaplaza 2.2 91%



Base: 684

Table 30: User friendly usage experience index (UZEX) - website non users only


Ebay 1.7 100%



Indiaplaza 1.5 91%


Base: 684


57

Website User Friendliness Sub Parameter Scores - Website Non Users Only Table 31: Accessibility index (website non users only)


Ebay 1.3 100%


Indiaplaza 1.2 93%



Base: 684

Table 32: Appeal index (website non users only)


Ebay 1.1 100%


Indiaplaza 1.0 89%



Base: 684

Online Shopping

58

Table 33: Navigability index (website non users only)

Brands Navigability index Relative Index


Ebay 0.6 99%



Indiaplaza 0.5 85%

Base: 684

Table 34: Usage satisfaction index (website non users only)


Ebay 1.1 100%


Indiaplaza 1.0 93%



Base: 684


59

Website User Friendliness Perceptual Map – Website Non Users Only

Brand

.4.3.2.1-.0-.1-.2-.3

Att

rib

ute

.2

.1

0.0

-.1

-.2

Design Appeal

Easy of AccessFuturebazaar

Indiaplaza

Indiatimes Shopping

Rediff Shopping

Ebay

Ease of Usage

Usage Satisfaction

Online Shopping

60

Average Ratings on the Individual Parameters - Website Non Users Only Table 35: Summary table - website non users only




Download Time 4.3 4.5 4.4 4.4 4.5











Appeal Index 1.0 1.0 1.0 0.9 1.1





Error recovery 4.7 4.7 3.9 4.7 4.5










UFEX Index 2.2 2.1 2.3 1.9 2.4

UZEX Index 1.5 1.6 1.6 1.5 1.7

WUF Index 3.8 3.7 3.9 3.3 4.1

Base: 684


61

40%31%

56%

43%

66%

16%43%

22%

36%

15%

11%

13%12%

18%6%

7%3%

7%3%

28%

6%6%11%

3% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

32%

64%70%

51%

72%

64%

25% 14%42%

15%

4%8%

7%

4%11%

3%0%

1%

2%1% 0%0% 3%8%

1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Extremely slow

Fairly slow


Reasonably fast

Adequately fast

JFM '08

Rating Dispersions by Individual Attributes Chart 57: Download time (website non users only)

Base: 339

Chart 58: Distinctive in identity (website non users only)

Base: 339

Online Shopping

62

34%

55% 56%45%

56%

31%

37%26% 45%

28%

30%

8%18%

10%12%

3%0% 0% 0%2%

1%3% 0% 0% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay


Fairly untidy

Averagely presented


Very well presented

JFM '08

44%35%

57%

42%

66%

19%

50%

30%

45%

24%37%

7% 8% 11% 9%0% 1%5%

0%

1%1%0%

8%0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

Chart 59: Presentation of the home page (website non users only)

Base: 339

Chart 60: Presentation of the task page (website non users only)

Base: 339


63

70%

45%

39%

68%79%

16%23%

46%

16%

14%8% 5% 3%

13%3%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay

Neither engage me nordistract me

Too many


JFM '08

72% 75% 77%68%

83%

25%13%

19%

26%

15%

3%12%

4% 6% 3%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay




JFM '08

Chart 61: Aesthetics of text (website non users only)

Base: 339

Chart 62: Aesthetics of graphics (website non users only)

Base: 339

Online Shopping

64

29%37%

49%42%

66%

62% 44%

33%

34%

22%

9%

14%6%

9%

8%3%5%

2%13%

0% 2%0% 0%11%

2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely difficult

Quite difficult


Reasonably easy

Extremely easy

JFM '08

.

31%41%

24%30%

65%

44%37%

54%45%

19%

20% 16% 15%11%

10%

5%7% 8%7%

3%0%2% 0% 1%

6%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay



I can live with it



JFM '08

Chart 63: User identification with the site (website non users only)

Base: 339

Chart 64: Ease of comprehension (website non users only)

Base: 339


65

39% 35%25% 25%

17%

53%

27%58%

48% 64%

6%

31%

11%25%

13%

5%6% 2%1%2%

0%0% 1% 5%1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

30%

42%49%

30%

58%

52%

44% 33%

56%

31%

17% 11%10%

12% 8%1%

2%2%

0%0% 4%0% 0%

5% 2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Almost irrelevant

Low relevance

Averagely relevant

Fairly relevant

Highly relevant

JFM '08

Chart 65: Relevance of content (website non users only)

Base: 339

Chart 66: Relative quality of content (website non users only)

Base: 339

Online Shopping

66

27%

59%53% 55% 54%

33%

25%

12%

31%23%

23%

13%

31%

9%

16%

8%4% 3% 3%

11%

0%7%

0% 0% 1%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

47%

69%

45%57% 52%

30%

24%

22%

36%

30%

14%

5%

28%

6%14%

3%2%3% 0%9%

0%0% 0% 2% 2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Extremely difficult

Fairly difficult


Fairly easy

Very easy

JFM '08

Chart 67: Ease of locating task info (website non users only)

Base: 349

Chart 68: Ease of conducting the task info (website non users only)

Base: 349


67

7%1% 4% 2% 6%

5%

26%

45%44%

62%

33%

3%

3%5%

5%

9%

11%9%

10%

34%

48%

31%39% 37%

23%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

28%

59% 57%

72%

53%

50%

31%

22%

20%

39%

12%

8%

20%

4% 2% 0%2% 1% 2%

0%

6%10%0% 1% 2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay




More or less freely

Completely freely

JFM '08

Chart 69: Navigation flow between pages (website non users only)

Base: 349

Chart 70: Navigation cues and helps (website non users only)

Base: 349

Online Shopping

68

67%

84%

65%

50%

72%

16%

33%

38%

24%

2% 1%

32%

0%

2%12%

0%0% 0% 0%0% 3%0% 0% 0% 0%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

69%75%

55%

87%

66%

28% 20%

17%

7%

19%

2%3%

9%

1%12%

3%2%

0%

3%0% 0%0% 0%

18%

3%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

Chart 71: Error recovery (website non users only)

Base: 349

Chart 72: Appropriateness of the response (website non users only)

Base: 124


69

55%

71%60%

43% 40%

42%

27%39%

47%47%

11%1%

3%

2%3%0%

8%0%0% 1%

0%0%0%0%2%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Highly dissatisfied




Highly satisfied

JFM '08

63%73%

60% 58%

30%

25%

24%40%

39%

44%

12%0%

0%

13%

3%

10%

0% 0% 4%0% 3%0% 0% 0%

0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay


Fairly late



Very promptly

JFM '08

Chart 73: Timeliness of response (website non users only)

Base: 124

Chart 74: Satisfaction with response (website non users only)

Base: 124

Online Shopping

70

12%

41%34% 31%

47%

52%

45%

31% 37%

31%

27%

11%

23%

28%15%

0%2%

13%4%

2%

7%7%2% 0% 0%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Downright painful





JFM '08

23%

49%

35%

68%

50%

32%

13%

27%

13%

14%

33%11%

22%

11%

22%

13%

22%3%

8%10%

1%1%6%

13%

1%

0%

25%

50%

75%

100%


RediffShopping

Futurebazaar Ebay






JFM '08

Chart 75: Timeliness of task completion (website non users only)

Base: 349

Chart 76: Quality of usage experience (website non users only)

Base: 349


71

51% 54% 55%47%

36%

36% 32%26% 42%

49%

13% 11%14%

7% 11%

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

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay






JFM '08

36%

48%37%

29%

50%

43%

36%

40%58%

33%

18% 14%21%

11%11%

1% 1%3%2%2%

1%0%1%2% 4%

0%

25%

50%

75%

100%


Shopping

Rediff

Shopping

Futurebazaar Ebay

Completely insecure

Fairly insecure


Fairly secure

Absolutely secure

JFM '08

Chart 77: Perceived sense of security in usage (website non users only)

Base: 684

Chart 78: Brand preference creation (website non users only)

Base: 684

Online Shopping

72

Relative Importance of the Individual Criteria Table 36: Importance ranking of the key individual criteria (website non users only)


Rediff Shopping





44% 32% 45% 34% 24% 36%


32% 41% 24% 45% 33% 35%


25% 29% 40% 23% 25% 29%



21% 27% 11% 20% 19% 19%



2% 9% 6% 17% 45% 16%



2% 9% 10% 41% 4% 12%


4% 12% 6% 5% 2% 5%

Base: 684


73

Respondent Profile

Online Shopping

74

87%

13%

0%

20%

40%

60%

80%

100%

Overall-Shopping

Male FemaleJFM '08

9% 11%

4%

41%

35%

0%

20%

40%

60%

Overall-Shopping

Age 13-18 years Age 19-24 years Age 25-35 yearsAge 36-45 years Above Age 45 years

JFM '08

Demographic Profile Chart 79: Gender

Base: 1,208

Chart 80: Age group

Base: 1,208


75

JFM '08

13% 14%

47%

27%

0%

20%

40%

Overall-Shopping

Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Avove 10 Lakhs

JFM '08

40%

11%9%

40%

0%

10%

20%

30%

40%

50%

Overall-Shopping

Metro Urban uptowns Emerging Towns Others

Chart 81: City class - by population size

Base: 1,208

Chart 82: City class - by market size

Base: 1,208

Online Shopping

76

JFM '08

24%

10%

25%

41%

0%

10%

20%

30%

40%

50%

Overall-Shopping

North East South West

Table 37: Top 10 cities

Cities All -Online Travel

Bangalore 8%

Mumbai 7%

Chennai 6%

Delhi 6%

Hyderabad 5%

Kolkata 4%

Kochi 4%

Pune 3%

Tiruchirappalli 2%

Thiruvananthapuram 2%

Base: 1,208

Chart 83: Region-wise break-ups

Base: 1,208


77

Native language of respondents

Table 38: Preferred language of speaking - top 10 languages

Languages All -Online Travel

English 62%

Hindi 16%

Tamil 3%

Telugu 2%

Gujarati 1%

Malayalam 4%

Marathi 4%

Bengali 1%

Kannada 1%

Urdu 0.8%

Base: 1,208

Online Shopping

78

JFM '08

26%

34%

12%

6%

23%

0%

10%

20%

30%

40%

Overall-Shopping

SEC-A SEC-B SEC-C SEC-D SEC-E

JFM '08

23%

17% 17%

36%

0%

10%

20%

30%

40%

Overall-Shopping

Up to SSC/HSC College but not Graduate

Graduate & above-general stream Graduate & above-professional

Socio Economic Profile Chart 84: Socio economic classification

Base: 1,208

Chart 85: Highest education level

Base: 1,208


79

JFM '08

16%

10%

38%

4%

12%17%

3%

0%

10%

20%

30%

40%

Overall-Shopping

Jr level salaried emp Sr level salaried emp Self Employed

Businessmen Student HousewifeOthers

Chart 86: Current occupation

Base: 1,208

Online Shopping

80

37%

47%

8%8%

0%

10%

20%

30%

40%

50%

Overall-Shopping

Upto Rs. 10K 10-30K 30-50K Above 50KJFM '08

21%

14%14%

0%

10%

20%

30%

40%

50%

Overall-Shopping

2 Wheeler 4 Wheeler Others Don't own a vehicleJFM '08

Economic Profile Chart 87: Monthly family income

Base: 1,208

Chart 88: Most expensive vehicle owned by the household

Base: 1,160


81

36%

0%

20%

40%

60%

Overall-Shopping

Don't own a credit card Own a Credit CardJFM '08

Chart 89: Ownership of credit cards (individually)

Base: 1,208

Online Shopping

82

68%

8%

53%

35%

0%

20%

40%

60%

80%

Overall-Shopping

Home Place of work Cyber Cafe In-transitJFM '08

23%

39%

14%

24%

0%

20%

40%

60%

Overall-Shopping

Upto 1 year 1-2 years2-5 years Above 5 years

JFM '08

Net Usage Dynamics Chart 90: Experience in internet usage

Base: 1,208

Chart 91: Place of internet access (multiple)

Base: 1,208


83

WUF Index Ranking of Websites by User Segments

84

Table 1: By gender breakup (overall)

Male Female

Ebay Rediff Shopping

Indiaplaza Futurebazaar

Indiatimes Shopping Indiatimes Shopping

Rediff Shopping Indiaplaza

Futurebazaar Ebay

Table 2: By gender breakup (website users only)

Male Female

Ebay Futurebazaar

Indiatimes Shopping Rediff Shopping

Indiaplaza Indiatimes Shopping

Rediff Shopping Indiaplaza

Futurebazaar Ebay

Table 3: By gender breakup (website non-users only)

Male Female

Ebay Rediff Shopping

Indiaplaza Futurebazaar

Rediff Shopping Indiatimes Shopping

Indiatimes Shopping Indiaplaza

Futurebazaar Ebay

85

Table 4: By age group (overall)

13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years

Futurebazaar Ebay Ebay Futurebazaar Indiaplaza Ebay

Rediff Shopping Indiaplaza Rediff Shopping Rediff Shopping Futurebazaar Indiatimes Shopping

Indiatimes Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Rediff Shopping Futurebazaar

Indiaplaza Indiatimes Shopping Futurebazaar Indiatimes Shopping Indiatimes Shopping Rediff Shopping

Ebay Futurebazaar Indiaplaza Ebay Ebay Indiaplaza

Table 5: By age group (website users only)


Futurebazaar Ebay Ebay Futurebazaar Rediff Shopping Ebay

Ebay Indiatimes Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Futurebazaar

Indiaplaza Indiaplaza Futurebazaar Rediff Shopping Futurebazaar Indiatimes Shopping

Indiatimes Shopping Rediff Shopping Indiatimes Shopping Indiaplaza Indiatimes Shopping Indiaplaza

Rediff Shopping Futurebazaar Indiaplaza Ebay Ebay Rediff Shopping

Table 6: By age group (website non-users only)


Rediff Shopping Ebay Indiatimes Shopping Ebay Indiaplaza Ebay

Indiatimes Shopping Rediff Shopping Ebay Indiaplaza Futurebazaar Rediff Shopping

Indiaplaza Indiaplaza Indiaplaza Rediff Shopping Rediff Shopping Indiatimes Shopping

Futurebazaar Indiatimes Shopping Futurebazaar Futurebazaar Indiatimes Shopping Futurebazaar

Ebay Futurebazaar Rediff Shopping Indiatimes Shopping Ebay Indiaplaza

86

Table 7: By socio economic classification (overall)


Indiaplaza Rediff Shopping Ebay Ebay Rediff Shopping

Futurebazaar Indiatimes Shopping Indiaplaza Indiaplaza Indiatimes Shopping

Indiatimes Shopping Futurebazaar Indiatimes Shopping Rediff Shopping Futurebazaar

Rediff Shopping Ebay Futurebazaar Indiatimes Shopping Ebay

Ebay Indiaplaza Rediff Shopping Futurebazaar Indiaplaza

Table 8: By socio economic classification (website users only)


Indiaplaza Rediff Shopping Ebay Ebay Indiatimes Shopping

Futurebazaar Ebay Futurebazaar Rediff Shopping Rediff Shopping

Rediff Shopping Indiatimes Shopping Indiaplaza Indiaplaza Futurebazaar

Indiatimes Shopping Futurebazaar Indiatimes Shopping Futurebazaar Ebay

Ebay Indiaplaza Rediff Shopping Indiatimes Shopping Indiaplaza

Table 9: By socio economic classification (website non-users only)


Indiatimes Shopping Indiatimes Shopping Indiaplaza Ebay Rediff Shopping

Indiaplaza Futurebazaar Indiatimes Shopping Indiaplaza Futurebazaar

Futurebazaar Rediff Shopping Rediff Shopping Rediff Shopping Ebay

Ebay Ebay Ebay Indiatimes Shopping Indiatimes Shopping

Rediff Shopping Indiaplaza Futurebazaar Futurebazaar Indiaplaza

87

Table 10: By vehicle ownership (overall)

Two Wheeler 4 Wheeler Don’t Own Any

Ebay Indiaplaza Futurebazaar

Rediff Shopping Rediff Shopping Ebay

Indiatimes Shopping Futurebazaar Rediff Shopping

Futurebazaar Indiatimes Shopping Indiatimes Shopping

Indiaplaza Ebay Indiaplaza

Table 11: By vehicle ownership (website users only)


Ebay Indiaplaza Futurebazaar


Indiatimes Shopping Ebay Indiatimes Shopping

Futurebazaar Indiatimes Shopping Rediff Shopping

Indiaplaza Rediff Shopping Indiaplaza

Table 12: By vehicle ownership (website non-users only)


Ebay Indiaplaza Rediff Shopping

Indiatimes Shopping Rediff Shopping Futurebazaar

Indiaplaza Indiatimes Shopping Ebay

Rediff Shopping Futurebazaar Indiatimes Shopping

Futurebazaar Ebay Indiaplaza

88

Table 13: By region (overall)


Rediff Shopping Rediff Shopping Ebay Futurebazaar

Indiatimes Shopping Ebay Indiaplaza Ebay

Indiaplaza Indiatimes Shopping Indiatimes Shopping Rediff Shopping

Futurebazaar Indiaplaza Rediff Shopping Indiatimes Shopping

Ebay Futurebazaar Futurebazaar Indiaplaza

Table 14: By region (website users only)


Indiatimes Shopping Rediff Shopping Ebay Futurebazaar

Futurebazaar Ebay Rediff Shopping Ebay

Indiaplaza Indiatimes Shopping Indiaplaza Rediff Shopping

Rediff Shopping Indiaplaza Indiatimes Shopping Indiatimes Shopping


Table 15: By region (website non-users only)


Rediff Shopping Indiatimes Shopping Ebay Rediff Shopping

Indiaplaza Rediff Shopping Indiaplaza Indiatimes Shopping


Indiatimes Shopping Ebay Indiatimes Shopping Futurebazaar

Futurebazaar Indiaplaza Rediff Shopping Ebay

89

Table 16: By monthly household income (overall)

Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs

Indiaplaza Rediff Shopping Ebay Ebay

Rediff Shopping Futurebazaar Indiaplaza Rediff Shopping

Indiatimes Shopping Indiatimes Shopping Futurebazaar Indiatimes Shopping

Ebay Ebay Rediff Shopping Indiaplaza

Futurebazaar Indiaplaza Indiatimes Shopping Futurebazaar

Table 17: By monthly household income (website users only)


Indiaplaza Futurebazaar Ebay Ebay

Rediff Shopping Indiatimes Shopping Indiaplaza Indiatimes Shopping

Indiatimes Shopping Ebay Rediff Shopping Rediff Shopping

Ebay Rediff Shopping Futurebazaar Futurebazaar

Futurebazaar Indiaplaza Indiatimes Shopping Indiaplaza

Table 18: By monthly household income (website non-users only)


Ebay Rediff Shopping Ebay Rediff Shopping

Indiatimes Shopping Futurebazaar Futurebazaar Indiatimes Shopping

Rediff Shopping Ebay Indiaplaza Indiaplaza

Indiaplaza Indiatimes Shopping Indiatimes Shopping Ebay

Futurebazaar Indiaplaza Rediff Shopping Futurebazaar

90

Sample Sizes

91

Table 19: Sample sizes by websites Captured Data Usable Data

User Non User Overall User Non User Overall

Total Sample Base

616 766 1,382 524 684 1,208

Indiaplaza 127 133 260 102 121 223

Indiatimes Shopping

119 162 281 106 142 248

Rediff Shopping 111 160 271 88 143 231

Futurebazaar 131 155 286 112 134 246

Ebay 128 156 284 116 144 260

Brand Transaction Refund

Indiaplaza 89 20

Indiatimes Shopping 59 11

Rediff Shopping 51 11

Futurebazaar 73 12

Ebay 69 12

Total Sample Base 341 66

Note- The sample sizes of various websites were equalized while calculating their website user friendliness index

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Index: Charts Chart 1: Download time (overall) .......................................................19 Chart 2: Distinctive in identity (overall) ...............................................19 Chart 3: Presentation of the home page (overall)....................................20 Chart 4: Presentation of the task page (overall) .....................................20 Chart 5: Aesthetics of text (overall) ....................................................21 Chart 6: Aesthetics of graphics (overall) ...............................................21 Chart 7: User identification with the site (overall) ..................................22 Chart 8: Ease of comprehension (overall)..............................................22 Chart 9: Relevance of content (overall)................................................23 Chart 10: Relative quality of content (overall) .......................................23 Chart 11: Ease of locating task info (overall) .........................................24 Chart 12: Ease of conducting the task info (overall).................................24 Chart 13: Navigation flow between pages (overall) ..................................25 Chart 14: Navigation cues and helps (overall) ........................................25 Chart 15: Error recovery (overall) .......................................................26 Chart 16: Appropriateness of the response (overall).................................26 Chart 17: Timeliness of response (overall) ............................................27 Chart 18: Satisfaction with response (overall) ........................................27 Chart 19: Timeliness of task completion (overall) ...................................28 Chart 20: Quality of usage experience (overall) ......................................28 Chart 21: Perceived sense of security in usage (overall)............................29 Chart 22: Brand preference creation (overall) ........................................29 Chart 23: Download time (website users only)........................................38 Chart 24: Distinctive in identity (website users only) ...............................38 Chart 25: Presentation of the home page (website users only)....................39 Chart 26: Presentation of the task page (website users only)......................39 Chart 27: Aesthetics of text (website users only) ....................................40 Chart 28: Aesthetics of graphics (website users only) ...............................40 Chart 29: User identification with the site (website users only) ..................41 Chart 30: Ease of comprehension (website users only)..............................41 Chart 31: Relevance of content (website users only) ................................42 Chart 33: Ease of locating task info (website users only) ...........................43 Chart 34: Ease of conducting the task (website users only) ........................43 Chart 35: Navigation flow between pages (website users only) ...................44 Chart 36: Navigation cues and helps (website users only) ..........................44 Chart 37: Error recovery (website users only) ........................................45 Chart 38: Appropriateness of the response (website users only) ..................45 Chart 39: Timeliness of response (website users only) ..............................46 Chart 40: Satisfaction with response (website users only)..........................46 Chart 41: Timeliness of task completion (website users only) .....................47 Chart 42: Quality of the usage experience (website users only)...................47 Chart 43: Perceived sense of security in usage (website users only) .............48 Chart 44: Brand preference creation (website users only) .........................48 Chart 45: Complete the transaction on this website (website users only).......49 Chart 46: Ease of transaction completion (website users only)....................49 Chart 47: Clarification regarding charges/payments (website users only).......50 Chart 48: Adequacy of payment options (website users only) .....................50 Chart 49: Online transaction security (website users only).........................51 Chart 50: Promptness of transaction confirmation (website users only) .........51 Chart 51: Promptness of delivery (website users only)..............................52 Chart 52: Appropriateness of the delivered product (website users only) .......52 Chart 53: Display of refund policy (website users only) .............................53 Chart 54: Easy of comprehension of refund policy (website users only) .........53 Chart 55: Promptness in refund (website users only)................................54 Chart 56: Adequacy of refund amount (website users only)........................54 Chart 57: Download time (website non users only) ..................................61 Chart 58: Distinctive in identity (website non users only) ..........................61 Chart 59: Presentation of the home page (website non users only) ..............62 Chart 60: Presentation of the task page (website non users only) ................62

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Chart 61: Aesthetics of text (website non users only) ...............................63 Chart 62: Aesthetics of graphics (website non users only)..........................63 Chart 63: User identification with the site (website non users only) .............64 Chart 64: Ease of comprehension (website non users only) ........................64 Chart 65: Relevance of content (website non users only) ..........................65 Chart 66: Relative quality of content (website non users only)....................65 Chart 67: Ease of locating task info (website non users only)......................66 Chart 68: Ease of conducting the task info (website non users only) .............66 Chart 69: Navigation flow between pages (website non users only) ..............67 Chart 70: Navigation cues and helps (website non users only).....................67 Chart 71: Error recovery (website non users only) ...................................68 Chart 72: Appropriateness of the response (website non users only).............68 Chart 73: Timeliness of response (website non users only).........................69 Chart 74: Satisfaction with response (website non users only) ....................69 Chart 75: Timeliness of task completion (website non users only)................70 Chart 76: Quality of usage experience (website non users only) ..................70 Chart 77: Perceived sense of security in usage (website non users only) ........71 Chart 78: Brand preference creation (website non users only) ....................71 Chart 79: Gender ...........................................................................74 Chart 80: Age group........................................................................74 Chart 81: City class - by population size ...............................................75 Chart 82: City class - by market size....................................................75 Chart 83: Region-wise break-ups ........................................................76 Chart 84: Socio economic classification................................................78 Chart 85: Highest education level.......................................................78 Chart 86: Current occupation ............................................................79 Chart 87: Monthly family income........................................................80 Chart 88: Most expensive vehicle owned by the household ........................80 Chart 89: Ownership of credit cards (individually) ...................................81 Chart 90: Experience in internet usage ................................................82 Chart 91: Place of internet access (multiple) .........................................82

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Index: Tables Table 1: Sample size by websites ........................................................ 8 Table 2: Website user friendliness index (WUF) - overall ...........................12 Table 3: Friendly interface index (UFEX) - overall ...................................12 Table 4: User friendly usage experience index (UZEX) - overall ...................12 Table 5: Accessibility index (overall) ...................................................13 Table 6: Appeal index (overall) ..........................................................13 Table 7: Navigability index (overall)....................................................13 Table 8: Shopping friendliness index (overall) ........................................14 Table 9: Usage satisfaction index (overall) ............................................14 Table 10: Transaction friendliness index (overall) ...................................14 Table 11: Delivery experience index (overall) ........................................15 Table 12: Refund experience index (overall)..........................................15 Table 13: Summary table - overall ......................................................17 Table 14: Importance ranking of the key individual criteria (overall) ............30 Table 15: User friendliness index (WUF) - website users only......................31 Table 16: Friendly interface index (UFEX) - website users only ...................31 Table 17: User friendly usage experience index (UZEX) - website users only ...31 Table 18: Accessibility index (website users only) ...................................32 Table 19: Appeal index (website users only) ..........................................32 Table 20: Navigability index (website users only) ....................................32 Table 21: Shopping friendliness index (website users only) ........................33 Table 22: Usage satisfaction index (website users only) ............................33 Table 23: Transaction friendliness index (website users only) .....................33 Table 24: Delivery experience index (website users only)..........................34 Table 25: Refund experience index (website users only) ...........................34 Table 26: Summary table (website users only)........................................36 Table 27: Importance ranking of the key individual criteria (website users only).................................................................................................55 Table 28: User friendliness index (WUF) - website non users only ................56 Table 29: User friendly interface index (UFEX) - website non users only ........56 Table 30: User friendly usage experience index (UZEX) - website non users only.................................................................................................56 Table 31: Accessibility index (website non users only) ..............................57 Table 32: Appeal index (website non users only).....................................57 Table 33: Navigability index (website non users only)...............................58 Table 34: Usage satisfaction index (website non users only).......................58 Table 35: Summary table - website non users only ..................................60 Table 36: Importance ranking of the key individual criteria (website non users only) ..........................................................................................72 Table 37: Top 10 cities ....................................................................76 Table 38: Preferred language of speaking - top 10 languages......................77

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Index: Segment Wise Tables Table 1: By gender breakup (Overall) ..................................................84

Table 2: By gender breakup (Website Users Only) ...................................84

Table 3: By gender breakup (Website Non-Users Only)..............................84

Table 4: By age group (Overall)..........................................................85

Table 5: By age group (Website Users Only)...........................................85

Table 6: By age group (Website Non-Users Only) .....................................85

Table 7: By socio economic classification (Overall)..................................86

Table 8: By socio economic classification (Website Users Only)...................86

Table 9: By socio economic classification (Website Non-Users Only) .............86

Table 10: By vehicle ownership (Overall) ..............................................87

Table 11: By vehicle ownership (Website Users Only) ...............................87

Table 12: By vehicle ownership (Website Non-Users Only) .........................87

Table 13: By region (Overall).............................................................88

Table 14: By region (Website Users Only)..............................................88

Table 15: By region (Website Non-Users Only) ........................................88

Table 16: By monthly household income (Overall) ...................................89

Table 17: By monthly household income (Website Users Only) ....................89

Table 18: By monthly household income (Website Non-Users Only) ..............89

Table 19: Sample sizes by websites .....................................................91

website user friendliness q1 online shopping report

Business

website vis

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website userfriendly

alternative website

user feedback

user interface

user segments

individual criteria