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 .

1. Website User Friendliness Study

2. Online Shopping
Website User
Friendliness Study
Online Shopping Report
Jan-Mar ‘08

3. Website User Friendliness Study
© copyright JuxtConsult

4. Online Shopping

5. 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

6. Online Shopping

7. Website User Friendliness Study
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.
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8. Online Shopping
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’
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9. Website User Friendliness Study
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:
©
The Model
The Website – User The User Friendliness Criteria The Measures
Interaction Points
Browser compatibility
Accessibility Download time
Is the website easy to access?
Technical
Distinctiveness (branding)
Layout and interface
Aesthetics (color, text, graphics)
Likeability Does it look appealing?
Identification with the website
Design
Ease of comprehension
Relevance/Adequacy of content
Relatability Is the content relevant and distinct?
Content distinctiveness (quality)
Content
Ease of locating task info
Ease of conducting the tasks
Navigability Is it easy to use? Inter-page consistency in design
Task Flow
and flow
Navigational cues and helps
Error rate / error recovery
Interactivity Is it able to assist the user when needed?
Contacability (and responsiveness)
Assistance
Sense of security in using the site
Level of task completion (success)
Task Accomplishment Timeliness of task completion
Is the user able to accomplish the task?
Solution Adequacy of task compl. (satisfaction)
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10. Online Shopping
©
User Friendliness Measuring Schema
3. Distinctive in identity (branding)
4. Presentation of content (layout) 10. Ease of locating task info
5. Aesthetics (color, text, graphics) 11. Ease of conducting the task
6. User identification with the site 12. Navigation flow between pages 16. Timeliness of task completion
7. Ease of comprehension 13. Navigational cues and helps 17. Quality of usage experience
1. Browser Compatibility 8. Relevance of content 14. Error recovery 18. Perceived sense of security in usage
2. Download Time 9. Relative quality of content 15. Customer responsiveness 19. Brand preference creation
Site is likeable and relevant
Site is easily accessible Site is easy to use with hassle-free navigation Site delivers task accomplishment
Design Appeal
Ease of Access Ease of Usage Usage Satisfaction
Appeal Index
Accessibility Index Navigability Index Satisfaction Index
User Friendly Experience
User Friendly Interface
User Friendly Interface Index (UFEX) User Friendly Experience Index (UZEX)
Website User Friendliness
Category Level Website User Friendliness Index (WUF)
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11. Website User Friendliness Study
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:
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12. Online Shopping
©
Shopping Friendliness Measuring Schema
1. Successful transaction completion
2. Ease of transacting
9. Display/ease of locating refund policy
3. Comprehension of charges and prices
10. Comprehension of refund policy
4. Adequacy of payment options 7. Timeliness of product/service delivery
11. Timeliness of refunds
5. Sense of security while transacting 8. Appropriateness of delivery as per
12. Adequacy of refund amount
6. Promptness of transaction confirmation specification
Transacting on the site is easy, Delivery of product/service is Refund process is well understood
smooth and secure efficient and adequate and smooth
Delivery Experience
Transaction Experience Refund Experience
Delivery Friendliness Index
Transaction Friendliness Index Refund Friendliness Index
Shopping Friendliness Index
Category Level Shopping User Friendliness Index (SUF)
As shown in the schema, the 12 individual parameters that determine
the overall ‘shopping friendliness’ of an e-commerce website have been
clustered together into 3 ‘sub index’ measuring the ‘transaction’,
‘delivery’ and ‘refund’ usage experience of a website. Hereafter, these
three sub indices are combined to arrive at the overall ‘shopping user
friendliness’ (SUF) index of an e-commerce website.
In case of e-commerce websites, the overall ‘website user friendliness’
(WUF) index is calculated and reported after incorporating the
‘shopping user friendliness’ (SUF) index parameters as well. That is, the
WUF index of the e-commerce websites is calculated based on 31
parameters and not just on 19 ‘generic’ parameters.
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13. Website User Friendliness Study
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.
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14. Online Shopping
Table 1: Sample size by websites
Sample Base Users Non-users Total
Indiaplaza Home page 60 60 120
Task 60 60 120
Indiatimes
Home page 60 60 120
Shopping
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
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15. Website User Friendliness Study
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.
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16. Online Shopping
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)
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17. Website User Friendliness Study
Findings
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18. Online Shopping
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
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19. Website User Friendliness Study
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
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20. Online Shopping
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
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21. Website User Friendliness Study
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
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22. Online Shopping
Website User
Friendliness
Perceptual Map –
Overall
Ease of Usage
.3
Futurebazaar
.2
.1
Transaction Experience Refund Experience
Delivery Experience
0.0
Rediff Shopping
Indiaplaza
Design Appeal
Easy of Access
-.1
Attribute
Usage Satisfaction Ebay
Indiatimes Shopping
-.2
-.6 -.4 -.2 -.0 .2 .4 .6
Brand
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23. Website User Friendliness Study
Average Ratings on
the Individual
Parameters - Overall
Table 13: Summary table - overall
Indiatimes Rediff
Ratings (on a 5 point qualitative scale) Indiaplaza Shopping 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 0.6 0.8
0.8 0.4 0.7
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24. Online Shopping
Indiatimes Rediff
Ratings (on a 5 point qualitative scale) Indiaplaza Futurebazaar Ebay
Shopping Shopping
Timeliness of product/service delivery 3.9 4.1 4.0 4.2 4.3
Appropriateness of delivery as per
4.6 4.5 3.9 4.8 4.6
specification
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
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25. Website User Friendliness Study
Rating Dispersions by
Individual Attributes
Chart 1: Download time (overall)
JFM '08
0% 1% 0%
1%
100% 4% Extremely slow
3%
0% 1%
3% 6% 1%
6% 7%
12%
7%
14%
14%
28% Fairly slow
75%
31%
56%
Neither fast nor slow
50%
77%
75%
65% Reasonably fast
55%
25%
35%
Adequately fast
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
Chart 2: Distinctive in identity (overall)
JFM '08
1%
3% 3% Didn't notice the logo
100% 4% 6% 2%
4% at all'.
5%
2%
15%
8% 8%
15%
14%
I had to search for the
75% 13% logo
24%
32%
42% 27%
17% I spotted it but only
after a while
50%
It was prominent and I
spotted it easily
61%
52% 51%
51%
25%
43%
. It was the first thing
that I noticed on the
page
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
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26. Online Shopping
Chart 3: Presentation of the home page (overall)
JFM '08
0% 1% 0%
1%
100% 0% 0% Extremely haphazard
8% 1%
3% 8% and badly presented
9%
0%
24% 16%
17%
27% Fairly disorganized and
75%
ill presented
34% 52%
39% 39%
Just average in
50% organization and
presentation
64% Fairly well organized
25% and presented
46%
38% 37% 37%
Extremely well
organized and neatly
0%
presented
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
Chart 4: Presentation of the task page (overall)
JFM '08
0%
0% 0% 0% 0% Extremely untidy and
4%
100% 0% 1% 2%
cluttered
6%
9%
12%
6%
18%
Fairly untidy
24%
31%
75% 32% 44%
27%
Averagely presented
32%
50%
Fairly well presented
59%
56% 53%
25% 49%
35%
Very well presented
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
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27. Website User Friendliness Study
Chart 5: Aesthetics of text (overall)
JFM '08
7%
100% 2%
4% 5%
8%
14% It has too little content
22% and looks empty
20%
21%
26%
75%
It has too much text
and looks cluttered
50%
85%
75%
74% 71%
68%
25%
It has just the right
amount of text and
looks fine
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
Chart 6: Aesthetics of graphics (overall)
JFM '08
100% 2%
6% 8%
1%
1
9%
Neither engage me
25%
21% nor distract me
31%
75%
27% 33%
Too many
50%
64% 58%
55%
41% 46%
25%
Highly relevant and
engaging
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
21

28. Online Shopping
Chart 7: User identification with the site (overall)
JFM '08
0% 0% 0%
100% 4%
5% Its just opposite of my
4% 6%
3% 14% 5% style and personality
12%
20%
19% 16%
16% I find it difficult to
75%
relate to it
30%
I can live with it
34% 41%
46%
50% 48%
I can relate to it to
some extent
53%
25%
36% 33%
29% It matches my style
26%
and personality
completely
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
Chart 8: Ease of comprehension (overall)
JFM '08
0% 0% 1%
2%
100% 2% Extremely difficult
2% 8% 3%
7%
10% 8%
12% 1%
4% 8%
19% Quite difficult
75%
34%
38% 37%
49%
Neither easy nor
50% difficult
70%
Reasonably easy
54%
25% 48% 46%
40%
Extremely easy
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
22

29. Website User Friendliness Study
Chart 9: Relevance of content (overall)
JFM '08
0% 0% 2%
3% 2%
100% 0% 1% 1%
1% 3% 5% Almost irrelevant
1%
1
16% 10%
14%
75% Low relevance
40%
31%
48%
45%
52%
Averagely relevant
50%
Fairly relevant
52%
52%
25%
40%
39%
33%
Highly relevant
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
Chart 10: Relative quality of content (overall)
JFM '08
0% 0% 1% 0%
3% Significantly inferior
100% 2% 2% 3%
4% 1% than the other
9%
14% 1%
1 websites
16%
23%
Somewhat inferior
75% than the other
websites
45%
43%
52% 57% Same as offered by
37%
the other websites
50%
Somewhat better than
the other websites
25%
43%
38%
35%
33% 29% Significantly better
than the other
websites
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 601
23

30. Online Shopping
Chart 11: Ease of locating task info (overall)
JFM '08
0% 1% 0%
1%
100% 5% 2%
1% 2% 2% Extremely difficult
5%
9% 15%
17% 20%
9%
29%
Fairly difficult
75%
18%
29%
25% 28%
Neither easy nor
difficult
50%
Fairly easy
65% 63%
53% 53% 50%
25%
Very easy
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
Chart 12: Ease of conducting the task info (overall)
JFM '08
1%
0% 0%
1%
100% 6% Faced lots of difficulty
3% 3% 5%
4%
6% 1%
1 14%
21% 21%
19% Faced some difficulty
75%
24% but was able to
26%
complete the task
19%
21%
Neither easy nor
30%
difficult
50%
Fairly easy with only
60% some minor irritants
57% 56% 53%
25%
39%
Extremely easy and
hassle-free
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
24

31. Website User Friendliness Study
Chart 13: Navigation flow between pages (overall)
JFM '08
1%
0%
1% 3%
100% Relevant page did not
0%
6% 1%
2% 2% open at all
12%
7%
17% 24% 15%
8%
Faced lot of problems
75%
28%
25% 18% 28%
46% Neither freely nor with
50% difficulty
More or less freely
58%
57%
54% 52%
25%
33%
Completely freely
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
Chart 14: Navigation cues and helps (overall)
JFM '08
100% Had very few relevant
instructions
27% 32%
38% 41%
44%
Had a fair bit of
75% relevant instructions
7%
24%
8% Almost did not have
8% any relevant
50% 19%
instructions
Had most of the
31% 59%
46%
relevant instructions
42%
25% 32%
12%
Had all the relevant
6% instructions
5%
7% 2%
7% 3%
2%
1% 1%
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
25

32. Online Shopping
Chart 15: Error recovery (overall)
JFM '08
0% 2% 0%
2%
100% 2%
1% Couldn't resolve and
0%
1% 9%
5% 2% 7%
failed to complete the
4% 0%
task
8% 21%
27% 19%
20%
Resolved with great
16%
75% difficulty
Encountered but
resolved with website
50%
help instructions
75% 73% Encountered error but
71%
69% 67%
resolved on my own
25%
Did not encounter any
error at all
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
Chart 16: Appropriateness of the response (overall)
JFM '08 0%
0% 0% 1% There was no
3%
100% 0% 0% 1%
3% 2%
0% response at all
3% 6%
14%
16%
13%
25% 3%
Received only auto-
29%
14%
75% reply, nothing
thereafter
They responded but
did not resolve the
50% query
81% 81%
Query was resolved
72% 69% 65% only partially
25%
Query was resolved
completely
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 264
26

33. Website User Friendliness Study
Chart 17: Timeliness of response (overall)
JFM '08 0%
0% 0% 1%
3%
100% 0% 2%
4% 0% 4%
2% 7% Did not receive any
14% response at all
5%
4% 26%
39%
75% Fairly late
42%
22%
47%
Neither promptly nor
50% late
68% More or less in time
60%
57% 53%
25%
40%
Very promptly
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 264
Chart 18: Satisfaction with response (overall)
JFM '08
0%
0% 0% 0% 1%
100% 0%
1% 1%
2% 3% Highly dissatisfied
1%
3%
15%
20%
4%
40% 36% Moderately
75% 44%
21% dissatisfied
35%
Neither satisfied not
50% dissatisfied
Moderately satisfied
60%
59% 59%
52%
25%
43%
Highly satisfied
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 264
27

34. Online Shopping
Chart 19: Timeliness of task completion (overall)
JFM '08
0%
1% 1%
100% 4% 6% Took significantly
2% 15% longer than expected
15% 13% 20%
14%
12% 16% Took somewhat more
75%
24% 18% time than expected
23%
15%
24%
15% Completed in as much
50% time as expected
28%
Completed marginally
55% 54% faster than expected
25% 48% 47%
32%
Completed a lot faster
than expected
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
Chart 20: Quality of usage experience (overall)
JFM '08
0%
0%
1% 4%
100% 6% 2%
1% Downright painful
0%
8%
1%
1 9%
8%
22%
17%
16%
Fairly troublesome
75%
and irritating
46%
47%
32%
Just about agreeable
41%
50%
49%
Fairly pleasant and
satisfactory
25%
43% 42%
40%
34%
Extremely pleasant
21%
and delightful
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 611
28

35. Website User Friendliness Study
Chart 21: Perceived sense of security in usage (overall)
JFM '08
1%
0% 0%
2% 2%
100% 1% 1%
1% Completely insecure
1%
3%
9%
12% 14%
16%
21%
Fairly insecure
75%
38%
42% 33%
58%
36% Not sure if I can trust
50% the website
Fairly secure
25% 48%
47%
44%
38%
32%
Absolutely secure
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 1,208
Chart 22: Brand preference creation (overall)
JFM '08
0% 0% 0% 1% 1%
100% 2% 1% Very unlikely to visit it
2%
3% 2%
4%
10%
1%
1 13%
12%
Fairly unlikely to visit it
27%
75% 27% 39%
31%
38%
Not sure, may or may
50% not visit it
62% Somewhat likely to
60%
54% 54% visit it
25% 46%
Very likely to visit it
0%
Indiaplaza Indiatimes Rediff Futurebazaar Ebay
Shopping Shopping
Base: 1,208
29

36. Online Shopping
Relative Importance
of the Individual
Criteria
Table 14: Importance ranking of the key individual criteria (overall)
Indiatimes Rediff Overall-
Brands Indiaplaza Futurebazaar Ebay
Shopping Shopping 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
34% 38% 35% 50% 35% 38%
service and support
Best assures safety against frauds &
42% 35% 37% 34% 38% 37%
misuse of personal details & financial info
Simplest and most easy to understand
19% 26% 44% 36% 23% 30%
language
Gives best assurance on privacy of info
20% 40% 8% 28% 41% 27%
provided
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. /
5% 7% 7% 16% 26% 13%
content
Most consistent design, look & feel across
3% 11% 8% 22% 3% 9%
the page
Helps accomplish the task in least no. of
13% 9% 9% 4% 2% 7%
clicks
Base: 1,208
30

37. Website User Friendliness Study
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
31

38. Online Shopping
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
32

39. Website User Friendliness Study
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
33

40. Online Shopping
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
34