Upload
juxtconsult
View
1.966
Download
1
Tags:
Embed Size (px)
DESCRIPTION
The Website User Friendliness Online Shopping Report studies, 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. 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 across six generic portals. The study is done among top five shopping websites .
Citation preview
Website User Friendliness Study
Online Shopping
Website User Friendliness Study
Online Shopping Report
Jan-Mar ‘08
Website User Friendliness Study
© copyright JuxtConsult
Online Shopping
Website User Friendliness Study
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
Rating Dispersions by Individual Attributes .............................38
Relative Importance of the Individual Criteria .........................55
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
Rating Dispersions by Individual Attributes .............................61
Relative Importance of the Individual Criteria .........................72
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
Website User Friendliness Study
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’
Website User Friendliness Study
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
4
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)
Website User Friendliness Study
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
6
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.
Website User Friendliness Study
7
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
8
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
Website User Friendliness Study
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
10
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)
Website User Friendliness Study
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%
Rediff Shopping 4.5 88%
Indiatimes Shopping 4.2 82%
Indiaplaza 3.9 77%
Futurebazaar 3.9 76%
Base: 1,208
Table 4: User friendly usage experience index (UZEX) - overall
Brands UZEX Index Relative Index
Ebay 3.7 100%
Rediff Shopping 3.3 90%
Indiatimes Shopping 3.2 86%
Futurebazaar 3.1 83%
Indiaplaza 2.9 78%
Base: 1,208
Website User Friendliness Study
13
Website User Friendliness Sub Parameter Scores - Overall Table 5: Accessibility index (overall)
Brands Accessibility Index Relative Index
Ebay 2.8 100%
Rediff Shopping 2.4 88%
Indiatimes Shopping 2.3 82%
Indiaplaza 2.2 79%
Futurebazaar 2.1 76%
Base: 1,208
Table 6: Appeal index (overall)
Brands Appeal Index Relative Index
Ebay 2.3 100%
Rediff Shopping 2.1 88%
Indiatimes Shopping 1.9 81%
Futurebazaar 1.8 77%
Indiaplaza 1.8 76%
Base: 1,208
Table 7: Navigability index (overall)
Brands Navigability Index Relative Index
Ebay 1.3 100%
Futurebazaar 1.2 95%
Rediff Shopping 1.2 92%
Indiatimes Shopping 1.2 89%
Indiaplaza 1.0 76%
Base: 1,208
Online Shopping
14
Table 8: Shopping friendliness index (overall)
Brands SUF Index Relative Index
Ebay 2.3 100%
Indiaplaza 2.3 98%
Rediff Shopping 2.1 90%
Futurebazaar 1.7 72%
Indiatimes Shopping 1.2 53%
Base: 341
Table 9: Usage satisfaction index (overall)
Brands Satisfaction Index Relative Index
Ebay 2.4 100%
Rediff Shopping 2.1 89%
Indiatimes Shopping 2.0 84%
Indiaplaza 1.9 80%
Futurebazaar 1.8 76%
Base: 1,208
Table 10: Transaction friendliness index (overall)
Brands Transaction Index Relative Index
Indiaplaza 0.8 100%
Ebay 0.8 99%
Rediff Shopping 0.7 93%
Futurebazaar 0.6 72%
Indiatimes Shopping 0.4 53%
Base: 341
Website User Friendliness Study
15
Table 11: Delivery experience index (overall)
Brands Delivery Index Relative Index
Ebay 0.8 100%
Indiaplaza 0.8 95%
Rediff Shopping 0.7 85%
Futurebazaar 0.6 71%
Indiatimes Shopping 0.4 52%
Base: 341
Table 12: Refund experience index (overall)
Brands Refund Index Relative Index
Ebay 0.8 100%
Indiaplaza 0.8 99%
Rediff Shopping 0.7 92%
Futurebazaar 0.6 72%
Indiatimes Shopping 0.4 53%
Base: 341
Online Shopping
16
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
Transaction Experience
Futurebazaar
Rediff Shopping
Website User Friendliness Study
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
Transaction Experience
0.8
0.4
0.7 0.6 0.8
Online Shopping
18
Ratings (on a 5 point qualitative scale) Indiaplaza Indiatimes Shopping
Rediff Shopping Futurebazaar Ebay
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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
Website User Friendliness Study
21
55%41% 46%
64% 58%
31%
27% 33%
21%25%
6%9% 11% 8%
2%
0%
25%
50%
75%
100%
Indiaplaza Indiatimes
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%
Indiaplaza IndiatimesShopping
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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
24
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Faced lots of difficulty
Faced some difficultybut was able tocomplete the task
Neither easy nordifficult
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Extremely difficult
Fairly difficult
Neither easy nordifficult
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza IndiatimesShopping
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza IndiatimesShopping
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza IndiatimesShopping
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
Website User Friendliness Study
31
Website User Friendliness Aggregate Scores - Website Users Only Table 15: User friendliness index (WUF) - website users only
Brands WUF Index Relative Index
Ebay 7.0 100%
Rediff Shopping 6.0 86%
Indiaplaza 5.4 77%
Futurebazaar 5.3 76%
Indiatimes Shopping 4.8 69%
Base: 524
Table 16: Friendly interface index (UFEX) - website users only
Brands UFEX Index Relative Index
Ebay 2.7 100%
Rediff Shopping 2.2 82%
Indiatimes Shopping 2.0 76%
Futurebazaar 2.0 75%
Indiaplaza 1.7 65%
Base: 524
Table 17: User friendly usage experience index (UZEX) - website users only
Brands UZEX Index Relative Index
Ebay 2.0 100%
Rediff Shopping 1.7 88%
Futurebazaar 1.6 80%
Indiatimes Shopping 1.6 79%
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)
Brands Accessibility Index Relative Index
Ebay 1.5 100%
Rediff Shopping 1.2 81%
Indiatimes Shopping 1.1 77%
Futurebazaar 1.1 74%
Indiaplaza 1.0 67%
Base: 524
Table 19: Appeal index (website users only)
Brands Appeal Index Relative Index
Ebay 1.2 100%
Rediff Shopping 1.0 83%
Futurebazaar 0.9 77%
Indiatimes Shopping 0.9 75%
Indiaplaza 0.8 63%
Base: 524
Table 20: Navigability index (website users only)
Brands Navigability Index Relative Index
Ebay 0.7 100%
Rediff Shopping 0.7 94%
Futurebazaar 0.7 91%
Indiatimes Shopping 0.6 78%
Indiaplaza 0.5 67%
Base: 524
Website User Friendliness Study
33
Table 21: Shopping friendliness index (website users only)
Brands SUF Index Relative Index
Ebay 2.3 100%
Indiaplaza 2.3 98%
Rediff Shopping 2.1 90%
Futurebazaar 1.7 72%
Indiatimes Shopping 1.2 53%
Base: 341
Table 22: Usage satisfaction index (website users only)
Brands Satisfaction Index Relative Index
Ebay 1.3 100%
Rediff Shopping 1.1 84%
Indiatimes Shopping 1.0 80%
Futurebazaar 0.9 75%
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%
Rediff Shopping 0.7 93%
Futurebazaar 0.6 72%
Indiatimes Shopping 0.4 53%
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%
Rediff Shopping 0.7 85%
Futurebazaar 0.6 71%
Indiatimes Shopping 0.4 52%
Base: 341
Table 25: Refund experience index (website users only)
Brands Refund Index Relative Index
Ebay 0.8 100%
Indiaplaza 0.8 99%
Rediff Shopping 0.7 92%
Futurebazaar 0.6 72%
Indiatimes Shopping 0.4 53%
Base: 341
Website User Friendliness Study
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
Transaction Experience
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
Browser Compatibility 4.2 4.6 4.7 4.4 4.7
Download Time 4.2 4.6 4.7 4.4 4.7
Accessibility Index 1.0 1.1 1.2 1.1 1.5
Distinctive in identity (branding) 3.5 3.5 3.2 3.5 3.5
Presentation layout of the home page 3.5 3.5 3.2 3.5 3.5
Presentation layout of the task page 3.9 4.4 4.6 4.5 4.3
Aesthetics of text on the homepage 2.7 2.6 2.5 2.8 2.9
Aesthetics of graphics on the homepage 4.2 3.9 4.2 4.4 3.9
User identification with the site 3.7 3.8 4.1 4.0 4.1
Ease of comprehension 4.3 4.5 4.5 4.4 4.6
Relevance of content 4.4 4.3 4.4 4.2 4.4
Relative quality of content 4.0 4.1 4.2 4.4 4.6
Appeal Index 0.8 0.9 1.0 0.9 1.2
Ease of locating task info 4.1 4.5 4.7 4.2 4.2
Ease of conducting the task 4.3 4.4 4.5 4.3 4.2
Navigation flow between pages 4.0 4.1 4.3 4.3 4.1
Navigational cues and helps 3.3 2.4 2.8 2.8 2.4
Error recovery 4.5 4.4 4.7 4.6 4.8
Appropriateness of response to queries 4.7 4.1 4.7 4.7 4.8
Timeliness of response to queries 4.5 4.0 4.3 4.7 4.4
Satisfaction with query resolution 4.6 4.0 4.5 4.6 4.2
Navigability Index 0.5 0.6 0.7 0.7 0.7
Timeliness of task completion 3.9 4.3 4.7 3.8 3.8
Quality of the usage experience 3.8 4.3 4.4 4.2 4.3
Perceived sense of security during usage 4.0 4.3 4.5 4.3 4.2
Creation of brand preference 4.6 4.6 4.4 4.5 4.4
Satisfaction Index 0.9 1.0 1.1 0.9 1.3
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
Website User Friendliness Study
37
Ratings (on a 5 point qualitative scale) Indiaplaza Indiatimes Shopping
Rediff Shopping Futurebazaar Ebay
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
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
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%
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 23: Download time (website users only)
Base: 262
Chart 24: Distinctive in identity (website users only)
Base: 262
Website User Friendliness Study
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Extremely untidy andcluttered
Fairly untidy
Averagely presented
Fairly well 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%
Indiaplaza IndiatimesShopping
RediffShopping
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 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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Neither engage me nordistract me
Too many
Highly relevant andengaging
JFM '08
77%
62% 64%
83% 86%
19%
36%23%
13%13%
5%13%
5% 1%2%
0%
25%
50%
75%
100%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
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 27: Aesthetics of text (website users only)
Base: 262
Chart 28: Aesthetics of graphics (website users only)
Base: 262
Website User Friendliness Study
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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Extremely difficult
Quite difficult
Neither easy nordifficult
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%
Indiaplaza Indiatimes
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 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%
Indiaplaza IndiatimesShopping
RediffShopping
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
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%
Indiaplaza IndiatimesShopping
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Faced lots of difficulty
Faced some difficultybut was able tocomplete the task
Neither easy nordifficult
Fairly easy with onlysome minor irritants
Extremely easy andhassle-free
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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Extremely difficult
Fairly difficult
Neither easy nordifficult
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%
Indiaplaza Indiatimes
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
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%
Indiaplaza Indiatimes
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 35: Navigation flow between pages (website users only)
Base: 262
Chart 36: Navigation cues and helps (website users only)
Base: 262
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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% 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%
Indiaplaza IndiatimesShopping
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 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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Highly dissatisfied
Moderatelydissatisfied
Neither satisfied notdissatisfied
Moderately satisfied
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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Did not receive anyresponse at all
Fairly late
Neither promptly norlate
More or less in time
Very promptly
JFM '08
Chart 39: Timeliness of response (website users only)
Base: 140
Chart 40: Satisfaction with response (website users only)
Base: 140
Website User Friendliness Study
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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Downright painful
Fairly troublesomeand irritating
Just about agreeable
Fairly pleasant andsatisfactory
Extremely pleasantand delightful
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
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 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%
Indiaplaza IndiatimesShopping
RediffShopping
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
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Completely insecure
Fairly insecure
Not sure if I can trustthe website
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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&
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%
Indiaplaza IndiatimesShopping
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza IndiatimesShopping
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Highly delayed
Somewhat late
Just about in time
Within a reasonabletime limit
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
Website User Friendliness Study
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%
Indiaplaza IndiatimesShopping
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Didn't get a refund atall
Highly delayed
Somewhat late
Within a reasonabletime limit
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
Website User Friendliness Study
55
Relative Importance of the Individual Criteria Table 27: Importance ranking of the key individual criteria (website users only)
Brands Indiaplaza Indiatimes Shopping
Rediff Shopping
Futurebazaar Ebay Overall-Shopping
Fastest to download 47% 47% 55% 42% 33% 44%
Most responsive and prompt in customer service and support
35% 35% 46% 54% 36% 41%
Best assures safety against frauds & misuse of personal details & financial info
40% 38% 28% 35% 50% 39%
Gives best assurance on privacy of info provided
18% 53% 5% 35% 60% 36%
Brand image in the market place 33% 25% 44% 32% 34% 34%
Simplest and most easy to understand language
12% 24% 49% 47% 22% 31%
Provide the best help 20% 20% 24% 23% 24% 22%
Matches my personality and style the best 42% 18% 10% 5% 17% 18%
Most neat looking design (aesthetics) 16% 16% 14% 6% 9% 12%
Most logical structure and flow of info. / content
9% 5% 7% 14% 9% 9%
Helps accomplish the task in least no. of clicks
23% 7% 12% 3% 3% 9%
Most consistent design, look & feel across the page
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
Brands WUF Index Relative Index
Ebay 4.1 100%
Rediff Shopping 3.9 94%
Indiaplaza 3.8 91%
Indiatimes Shopping 3.7 90%
Futurebazaar 3.3 81%
Base: 684
Table 29: User friendly interface index (UFEX) - website non users only
Brands UFEX Index Relative Index
Ebay 2.4 100%
Rediff Shopping 2.3 95%
Indiaplaza 2.2 91%
Indiatimes Shopping 2.1 88%
Futurebazaar 1.9 77%
Base: 684
Table 30: User friendly usage experience index (UZEX) - website non users only
Brands UZEX Index Relative Index
Ebay 1.7 100%
Indiatimes Shopping 1.6 94%
Rediff Shopping 1.6 93%
Indiaplaza 1.5 91%
Futurebazaar 1.5 86%
Base: 684
Website User Friendliness Study
57
Website User Friendliness Sub Parameter Scores - Website Non Users Only Table 31: Accessibility index (website non users only)
Brands Accessibility Index Relative Index
Ebay 1.3 100%
Rediff Shopping 1.2 95%
Indiaplaza 1.2 93%
Indiatimes Shopping 1.2 88%
Futurebazaar 1.0 78%
Base: 684
Table 32: Appeal index (website non users only)
Brands Appeal Index Relative Index
Ebay 1.1 100%
Rediff Shopping 1.0 94%
Indiaplaza 1.0 89%
Indiatimes Shopping 1.0 88%
Futurebazaar 0.9 77%
Base: 684
Online Shopping
58
Table 33: Navigability index (website non users only)
Brands Navigability index Relative Index
Indiatimes Shopping 0.6 100%
Ebay 0.6 99%
Futurebazaar 0.6 99%
Rediff Shopping 0.5 89%
Indiaplaza 0.5 85%
Base: 684
Table 34: Usage satisfaction index (website non users only)
Brands Satisfaction Index Relative Index
Ebay 1.1 100%
Rediff Shopping 1.1 94%
Indiaplaza 1.0 93%
Indiatimes Shopping 1.0 89%
Futurebazaar 0.9 78%
Base: 684
Website User Friendliness Study
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
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 4.3 4.5 4.4 4.4 4.5
Accessibility Index 1.2 1.2 1.2 1.0 1.3
Distinctive in identity (branding) 2.7 3.2 3.3 3.2 3.5
Presentation layout of the home page 2.7 3.2 3.3 3.2 3.5
Presentation layout of the task page 3.9 4.5 4.4 4.3 4.4
Aesthetics of text on the homepage 2.7 2.6 2.7 2.6 2.8
Aesthetics of graphics on the homepage 4.5 3.8 4.1 4.5 4.7
User identification with the site 4.0 4.1 3.9 3.9 4.4
Ease of comprehension 4.2 4.1 4.1 4.0 4.5
Relevance of content 4.1 4.3 4.2 4.1 4.4
Relative quality of content 4.3 3.9 4.0 3.9 3.9
Appeal Index 1.0 1.0 1.0 0.9 1.1
Ease of locating task info 4.1 4.6 4.1 4.4 4.3
Ease of conducting the task 3.6 4.4 4.2 4.4 4.2
Navigation flow between pages 3.9 4.5 4.3 4.6 4.3
Navigational cues and helps 2.4 2.7 2.7 3.1 2.4
Error recovery 4.7 4.7 3.9 4.7 4.5
Appropriateness of response to queries 4.6 4.8 4.6 4.4 4.6
Timeliness of response to queries 4.5 4.7 4.6 4.5 3.9
Satisfaction with query resolution 4.5 4.7 4.6 4.3 4.2
Navigability Index 0.5 0.6 0.5 0.6 0.6
Timeliness of task completion 3.6 3.8 3.7 4.4 4.0
Quality of the usage experience 3.6 4.2 3.8 4.0 4.1
Perceived sense of security during usage 4.1 4.3 4.1 4.1 4.2
Creation of brand preference 4.4 4.4 4.3 4.3 4.2
Satisfaction Index 1.0 1.0 1.1 0.9 1.1
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
Website User Friendliness Study
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%
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
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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Extremely slow
Fairly slow
Neither fast nor 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%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Extremely untidy andcluttered
Fairly untidy
Averagely presented
Fairly well 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%
Indiaplaza Indiatimes
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 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
Website User Friendliness Study
63
70%
45%
39%
68%79%
16%23%
46%
16%
14%8% 5% 3%
13%3%
0%
25%
50%
75%
100%
Indiaplaza IndiatimesShopping
RediffShopping
Futurebazaar Ebay
Neither engage me nordistract me
Too many
Highly relevant andengaging
JFM '08
72% 75% 77%68%
83%
25%13%
19%
26%
15%
3%12%
4% 6% 3%
0%
25%
50%
75%
100%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
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 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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Extremely difficult
Quite difficult
Neither easy nordifficult
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%
Indiaplaza IndiatimesShopping
RediffShopping
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 63: User identification with the site (website non users only)
Base: 339
Chart 64: Ease of comprehension (website non users only)
Base: 339
Website User Friendliness Study
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%
Indiaplaza IndiatimesShopping
RediffShopping
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
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%
Indiaplaza Indiatimes
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Faced lots of difficulty
Faced some difficultybut was able tocomplete the task
Neither easy nordifficult
Fairly easy with onlysome minor irritants
Extremely easy andhassle-free
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Extremely difficult
Fairly difficult
Neither easy nordifficult
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
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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
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%
Indiaplaza Indiatimes
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 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%
Indiaplaza IndiatimesShopping
RediffShopping
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%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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
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 71: Error recovery (website non users only)
Base: 349
Chart 72: Appropriateness of the response (website non users only)
Base: 124
Website User Friendliness Study
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Highly dissatisfied
Moderatelydissatisfied
Neither satisfied notdissatisfied
Moderately satisfied
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%
Indiaplaza Indiatimes
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 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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Downright painful
Fairly troublesomeand irritating
Just about agreeable
Fairly pleasant andsatisfactory
Extremely pleasantand delightful
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%
Indiaplaza IndiatimesShopping
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 75: Timeliness of task completion (website non users only)
Base: 349
Chart 76: Quality of usage experience (website non users only)
Base: 349
Website User Friendliness Study
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%
Indiaplaza Indiatimes
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
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%
Indiaplaza Indiatimes
Shopping
Rediff
Shopping
Futurebazaar Ebay
Completely insecure
Fairly insecure
Not sure if I can trustthe website
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)
Brands Indiaplaza Indiatimes Shopping
Rediff Shopping
Futurebazaar Ebay Overall-Shopping
Brand image in the market place 42% 44% 60% 41% 54% 49%
Fastest to download 46% 59% 52% 39% 33% 46%
Best assures safety against frauds & misuse of personal details & financial info
44% 32% 45% 34% 24% 36%
Most responsive and prompt in customer service and support
32% 41% 24% 45% 33% 35%
Simplest and most easy to understand language
25% 29% 40% 23% 25% 29%
Most neat looking design (aesthetics) 51% 19% 21% 9% 12% 23%
Gives best assurance on privacy of info provided
21% 27% 11% 20% 19% 19%
Provide the best help 14% 11% 19% 13% 30% 18%
Most logical structure and flow of info. / content
2% 9% 6% 17% 45% 16%
Matches my personality and style the best 18% 7% 8% 13% 19% 13%
Most consistent design, look & feel across the page
2% 9% 10% 41% 4% 12%
Helps accomplish the task in least no. of clicks
4% 12% 6% 5% 2% 5%
Base: 684
Website User Friendliness Study
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
Website User Friendliness Study
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
Website User Friendliness Study
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
Website User Friendliness Study
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
Website User Friendliness Study
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
Website User Friendliness Study
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)
13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years
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)
13-18 Years 19-24 years 25-35 years 36-45 years 46-55 years Above 55 years
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)
SEC-A SEC-B SEC-C SEC-D SEC-E
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)
SEC-A SEC-B SEC-C SEC-D SEC-E
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)
SEC-A SEC-B SEC-C SEC-D SEC-E
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)
Two Wheeler 4 Wheeler Don’t Own Any
Ebay Indiaplaza Futurebazaar
Rediff Shopping Futurebazaar Ebay
Indiatimes Shopping Ebay Indiatimes Shopping
Futurebazaar Indiatimes Shopping Rediff Shopping
Indiaplaza Rediff Shopping Indiaplaza
Table 12: By vehicle ownership (website non-users only)
Two Wheeler 4 Wheeler Don’t Own Any
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)
North East South West
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)
North East South West
Indiatimes Shopping Rediff Shopping Ebay Futurebazaar
Futurebazaar Ebay Rediff Shopping Ebay
Indiaplaza Indiatimes Shopping Indiaplaza Rediff Shopping
Rediff Shopping Indiaplaza Indiatimes Shopping Indiatimes Shopping
Ebay Futurebazaar Futurebazaar Indiaplaza
Table 15: By region (website non-users only)
North East South West
Rediff Shopping Indiatimes Shopping Ebay Rediff Shopping
Indiaplaza Rediff Shopping Indiaplaza Indiatimes Shopping
Ebay Futurebazaar Futurebazaar Indiaplaza
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)
Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
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)
Upto 1 Lakh 1-5 Lakhs 5-10 Lakhs Above 10 Lakhs
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
92
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
93
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
94
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
95
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
96
97