ONLINE

DIWALI

SHOPPING

TRENDS A Dip Stick Survey November 2013

2012 Copyright Internet & Mobile Association of India

About The Survey

• A dip stick survey was conducted from October 30 to November 4, 2013 to understand the online shopping trends during the Diwali festivities

• An online questionnaire was sent out to internet users among the age group of 18 to 65 years, in 15 cities

• A total of 3480 responses were received to the survey

48% Shopped Online During Diwali

• 48% of the respondents mentioned that they shopped online during Diwali, which is slightly higher than the normal 10% of e-commerce transactions. This can be attributed to the festive season and exciting deals offered by the e-tailing sites.

48%

52%

Yes

No

31% Of Online Shoppers Were From Delhi NCR

• Delhi NCR tops the list followed by greater Mumbai with 22% respondents. Bangalore was third with 12% respondents. ‘Other’ which comprises 8% of the respondents were from cities such as Coimbatore, Hapur, Kanpur, Kochi, Mysore, Lucknow, Guwahati etc.

31%

22%

12% 10%

6% 5% 4% 3%

8%

0%

5%

10%

15%

20%

25%

30%

35% Delhi NCR

Mumbai

Bangalore

Chennai

Hyderabad

Pune

Indore

Kolkata

Other

43% Of Respondents Were Between 26-35 Years

• 84% of the respondents who shopped online were male, while 16% were female. 43% of the respondents were in the age group of 26-35 years while 30% of the respondents were in the age group of 36-45 years

84%

16%

Male

Female

8%

43% 30%

14% 5%

18-25 Yrs

26-35 Yrs

36-45 Yrs

46-55 Yrs

Over 55 Yrs

43% Respondents Have An Annual Income Of More Than INR 10 Lakhs

• 28% of the respondents have an annual income of more than INR 15 lakhs, while 15% of the respondents have an annual income of INR 10-15 lakhs

14%

12%

12%

14% 15%

28%

5%

2-3 Lakhs

3-5 Lakhs

5-7 Lakhs

7-10 Lakhs

10- 15 Lakhs

> 15 Lakhs

No Income

Electronics & Accessories Are Top Items

• Electronics & accessories topped the list of online shoppers during Diwali with 56% respondents. 41% respondents said they purchased travel tickets online, while 39% said they purchased garments

5%

7%

8%

8%

10%

11%

14%

16%

18%

19%

25%

27%

28%

28%

38%

39%

41%

56%

0% 10% 20% 30% 40% 50% 60%

Other (please specify)

Audio/Video Cds

Jewellery

Insurance Products

Cosmetics

Flowers/Cakes

Electricals

Deals

Fashion Accessories

Baby Products (Toys, Diapers Etc)

Shoes

Chocolates/Sweets

Books

Home Decor

Movie Tickets

Garments

Airline/Rail/Bus Tickets

Electronics & Accessories (Mobile, Camera Etc)

29% Purchased Products Worth INR 3000-5000

• 29% of the respondents mentioned that they purchased products in the range of INR 3000 to INR 5000. Interestingly, 20% of the respondents said that they purchased goods worth more than INR 10,00 and above. A mere 5% said they purchased goods worth INR 100 to INR 500

5% 7%

21%

29%

20%

20% 100-500

501-1000

1001-3000

3000-5000

50001-10,000

10,000 & above

Price points

59% Used Credit Card To Transact

• 59% of the respondents said that they shopped using credit card, while 40% said they opted for Cash on Delivery. Only 3% of the respondents said they used pre-paid cards to shop online.

59%

40%

32% 28%

3%

0%

10%

20%

30%

40%

50%

60%

70%

Credit Card Cash on Delivery

Net Banking Debit Card Pre-Paid Cards

69% Shopped From Flipkart

Flipkart was the most frequented e-tailing site followed by ebay, snapdeal & Jabong. Among the booking sites, IRCTC was the top followed by Bookmyshow, MakeMyTrip, Yatra and Cleartrip

Significantly, 22% of the respondents mentioned ‘Other’, which includes sites like IndiaTimes, Yebhi, Zovi, futurebazaar.com, Ferns n Petals, Ibibo etc.

69%

41% 38%

32% 32% 29% 27%

21% 20% 20%

10% 10% 7% 5% 4% 4% 3% 3% 2% 2% 1% 1%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

About IAMAI

The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with ambitions of representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers, but in the last nine years has come to effectively address the challenges facing the digital and online industry including mobile content and services, online publishing, mobile advertising, online advertising, ecommerce and mobile & digital payments among others.

Nine years after its establishment, the association is still the only professional industry body representing the online and mobile VAS industry in India.

The association is registered under the Societies Act and is a recognised charity in Maharashtra. With a membership of 130 plus Indian and MNC companies, and offices in Delhi, Mumbai & Bangalore, the association is well placed to work towards charting a growth path for the digital industry in India.

Contact: Kalyan Biswas [kalyan@iamai.in] Nilotpal Chakravarti [nilotpal@iamai.in]