This study helps to find out how ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

1. Life Insurance Portals August-September 2008 Web Connect- Category level Snapshot How ‘user-friendly’ is your website vis-à-vis the key competing websites among the category users

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. Adequacy of task completion 18. Quality of usage experience 19. Perceived sense of security in usage 20. Brand preference creation 10. Ease of locating task info 11. Ease of conducting the task 12. Navigation flow between pages 13. Navigational cues and helps 14. Error recovery 15. Customer responsiveness User Friendly Interface User Friendly Experience Website User Friendliness Accessibility Index Navigability Index Satisfaction Index © 3. Distinctive in identity (branding) 4. Presentation of content (layout) 5. Aesthetics (color, text, graphics) 6. User identification with the site 7. Ease of comprehension 8. Relevance of content 9. Relative quality of content Design Appeal Site is likeable and relevant Appeal Index User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX) Category Level Website User Friendliness Index (WUF)

5. Overall Website User Friendliness* * Includes live ratings by both website’s own users as well as users of competitive websites Website WUF Index Relative Index Reliance Life 5.5 100% Bharti Axa Life 5.3 97% Max New York Life 5.0 91% HDFC Standard Life 4.8 88% Aviva Life 4.4 81% Bajaj Allianz Life 4.4 80% ICICI Pru Life 4.1 75% LIC India 3.9 72% ING Vysya Life 3.6 66%

6. WUF Ratings - Users vs. Non-Users Ratings by Website’s Users only Ratings by Website’s Non-Users only Reliance Life Bharti Axa Life Max New York Life HDFC Standard Life Bharti Axa Life Aviva Life Bajaj Allianz Life ICICI Pru Life HDFC Standard Life Bajaj Allianz Life Aviva Life Max New York Life LIC India Reliance Life ICICI Pru Life LIC India ING Vysya Life ING Vysya Life

7. Top Websites by the 4 Sub Parameters User Friendliness Sub Parameter Rank 1 Website by Users (WUF Index) Rank 1 Website by Non-users (WUF Index) Ease of Access Reliance Life Bharti Axa Life Design Appeal Reliance Life Bharti Axa Life Ease of Usage/Navigation Reliance Life Bharti Axa Life Usage Satisfaction Reliance Life Bharti Axa Life

8. Website User Friendliness Perceptual Map Life Insurance Portals * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes.

10. Respondent Profile – Life Insurance Portals August-Sept e mber 2008 Demographic Attributes Respondent Profile (Sample size – 2,740 Representation Size - 27 million) Gender Male 84% Female 16% Age Distribution Below 13 years Not included in study 13-18 years 7% 19-24 years 35% 25-35 years 39% 36-45 years 13% Above 45 years 6% City Type Up to 1 Lakh 10% (Population Size) 1-5 Lakhs 12% 5-10 Lakhs 49% Above 10 Lakhs 29% City Type Metro 33% (Market Size) Urban uptowns 7% Emerging Towns 17% Others 43%

11. Respondent Profile – Life Insurance Portals August-Sept e mber 2008 Demographic Attributes Respondent Profile (Sample size – 2,740 Representation Size - 27 million) Region-wise Distribution North 21% East 15% South 33% West 31% Socio-economic Classification SEC - A 31% SEC - B 35% SEC - C 24% SEC - D 8% SEC - E 2% Monthly Household Income Up to Rs. 10,000 57% Rs. 10,000 – Rs. 30,000 28% Rs. 30,000 – Rs. 50,000 6% Above Rs. 50,000 9% Most Expensive Vehicle in the HH 4-wheeler 23% 2-wheeler 46% Bi-cycle / others 16% Don't own any vehicle 15%

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