With the raging trends in mobile adoption space and incredible growth of e-commerce, we at Zinnov recently concluded a study on “Consumer Mobility and E-Commerce”. This study overall covers mobile and ecommerce space in the NCR area. This first-of-its-kind consumer led study highlights major trends shaping the industry in the mobility space and clearly spells details like the kind of spending that is happening on devices, the various payment mechanisms, device change trends, purchasing patterns of apps and devices and their usage on different OS platforms. I am hereby sharing a few study snapshots for your reference:

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9:12 AM
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Friday, January 24, 2014
Zinnov Consumer Mobility &
E-commerce Survey
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Consumer
Mobility
Ecommerce
Contact Us

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Consumer
Mobility
Ecommerce
Devices
Adoption
Device Change
Trend
Place of
Purchase
Spending on
Devices
Payment
Mechanisms
Application
Usage
App
Authenticity
Concern
Ad Clicking
Behavior

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Device Adoption
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Mobility device adoption
76%
Smartphone users use
Android
Smartphone users also own a
Tablet
83%
Graduates & above:
Matriculates:
16%
Smartphone users also own a
Laptop/Desktop
86%
47%
Education
positively influences the
adoption of Laptops

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Device Change Trend (1/2)
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Migration to Smartphone
26 months
ago
Urban:
27 months
Sub-Urban:
23 months
31% new users
An average respondent
migrated to Smartphones
Sub-Urban users
4 months
late
Addition of new users
every year

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Device Change Trend (2/2)
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Retention of Smartphones
39% users
Retain Smartphones for at least 2 years
Retention of smartphones
for at least 2 years
Urban users
Urban :
more prone to
retain smartphones
Sub- Urban :
Retention increases
Age < 40 years :
with
Age
Age > 60 years :
42%
31%
39%
56%

7. Place of Purchase (1/2)
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Online Device Purchase
10% Smartphones
are sold online
Income >10 Lac :
Income < 3 Lac :
Windows
phones fare best
in sales through
e-retailing
18%
Affluent
6%
users more likely to
purchase phones
online
Devices :
~15%
Devices :
~10%
Devices :
~4%

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Place of Purchase (2/2)
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Offline Device Purchase
Multi-brand Organized
Retail, a hit in Urban India
45%
Multi Brand
Organized Retail
52%
Local Mobile
Shop
Urban
Respondents
Sub - Urban
Respondents
25%
Authorized Singlebrand Showroom
25%
Multi Brand
Organized Retail

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Spending on Devices (1/2)
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Substantial spending
on smartphones, even in suburbs
18,230
Average Smartphone Price
Urban :
Sub- Urban :
20,150
13,680
*All values in INR

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Spending on Devices (2/2)
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Education and affluence
positively influence spending
Education
Income
Masters & above :
Matriculation & below :
> 10 Lac :
< 3 Lac :
19,970
11,740
23,190
14,160
*All values in INR

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Payment Mechanism
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Plastic money usage*
high in Urban and Affluent Respondents
Location
Income
Urban :
Sub- Urban** :
> 10 Lac :
< 3 Lac :
41%
5%
44%
20%
*For Buying Devices
**89% sub-urban respondents prefer to pay by cheque/cash

12. Application Usage (1/4)
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Despite high usage, tendency
to purchase apps low
87%
83%
Respondents
download Apps
Do Not Purchase
Any Apps
26 Apps*
6 Apps*
INR 417*
Average # of
Apps
Downloaded
Average # of
Apps
Purchased
Average
Spending
on Apps
*Figures are for those who purchase Apps

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Application Usage (2/4)
Trends in App Downloads
27%
More apps downloaded by Male
users compared to females
28
Sub-Urban: 22
28
Female: 22
Male:
27%
Urban:
More apps downloaded by Urban
users compared to Sub-Urban
~2x
More apps downloaded by Young
respondents compared with elders
Age 16-20 yrs: 29
Age > 60 yrs: 13

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Application Usage (3/4)
Trends in Paid Apps
Android users
Purchase and spend highest on apps
Amount spent
on Apps
No. of Paid Apps
downloaded
INR 417
7
INR 340
5
Affluence
Positively Influences download and Spending on Apps
Amount spent
on Apps
No. of Paid Apps
downloaded
INR 636
Income > INR 10 Lac
7
INR 89
Income < INR 3 Lac
3

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Application Usage (4/4)
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App Use Cases
95%
83%
Social
Networking
Gaming
86%
Music/
Video
High Usage
Among Urban
and Sub-urban
Respondents
Alike
88%
Email
93%
Internet
Surfing

16. App Authenticity Concern
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~46%* users not concerned
About App Authenticity
Indifference to Authenticity
60%*
<<
Higher in Suburbs:
40%*
Sub-urban
100%*
42%*
60+ years
<<
Linked with Age:
Urban
21-25 years
Checks to Ensure Authenticity
Consumer
Reviews
68%**
Developers
Profile
27%**
Consultation with
friends and peers
24%**
*Among respondents who download Apps
* *Among respondents who download Apps and are concerned

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Ad Clicking Behavior (1/2)
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63% users
Do not click on ads
7 ads* clicked
on an average over the last one year
Male:
Female:
8 ads*
4 ads*
2x
More Ads clicked by males
compared with females
*Among those who click on Ads

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Ad Clicking Behavior (2/2)
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Incentivizing Ad Clicking
Interested
Not
Interested
3/4th users
uninterested in sharing demographic data in exchange
of incentives
Ads Most clicked
Gaming
E-commerce
Health and
Wellness
54%*
46%*
10%*
respondents
respondents
respondents
*Among those who click on Ads

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Consumer Mobility
Ecommerce
Adoption of
E-commerce
E-commerce as
Info Medium
Purchasing
Trends
Payment
Mechanisms
Top E-com
Websites
Initiation to
E-com Sites
Deterrents to Ecom Adoption
E-com on
Mobility Devices

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Adoption of E-Commerce (1/2)
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Massive e-commerce uptake
Online shopping at least once a month
OVERALL RESPONDENTS :
34%
Similar adoption of
e-commerce among
Males and Females
Female :
34%
Male :
34%
~2x more urban
respondents
shopping online
Urban :
41%
Sub-Urban :
18%

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Adoption of E-Commerce (2/2)
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Reluctance to E-com
25% Respondents
do not intend to shop online
10%
Less resistance among
Income < INR 3 Lac:
32%
Income >INR 10 Lac: 22%
Affluent Respondents
3x
Sub-Urban :
46%
Urban :
15%
~2x
Males :
28%
More males reluctant
Urban :
16%
More reluctance among
Sub-Urban Respondents
to shop online

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E-com as Info Medium
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E-com websites widely used as
Medium of Information
~50% consumers
Use E-com websites to
research on Products
before buying them Offline
Tendency higher among urban
respondents
Urban Respondents :
Sub-Urban Respondents :
64%
20%

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Purchasing Trends (1/2)
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Substantial Percentage of
Monthly Budgets spent on
E-commerce
Average share of e-commerce in expenditures:
Affluent Respondents
spend higher share of
wallet online
Education positively
influences the spending
on E-commerce
Income < 3 Lac :
Income > 10 Lac :
Matriculates & less :
Graduates & above :
19%
14%
19%
12%
19%

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Purchasing trends (2/2)
Products most shopped
for Online
51%
Books
38%
47%
Travel
Tickets/Packages
Shoes
46%
47%
Apparels
Electronic Goods
*All figures are for those who shopped online over the last one year

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Payment Mechanisms
Credit/Debit Card payment
Users most comfortable using this payment
model
48% respondents
use Credit/Debit Cards for e-commerce
transactions
Urban respondents
more comfortable
using Credit/Debit
cards
Females :
Males :
Sub-Urban :
Urban :
55%
44%
36%
50%
Female users
more inclined to using
Credit/Debit cards
*All figures are for those who shopped online over the last one year

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Top E-com Sites
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Brand recall limited to few
E-com websites
71%
17.3%
30%
E-com
Websites with
Highest Recall
17.5%
29.6%
73%
Unless specifically asked
customers don’t consider
IRCTC ticketing as e-commerce

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Initiation to E-com Sites
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Peer Recommendations
critical to site selection
Initiation on an E-commerce site:
40%
on Peer Suggestion
35%
Through Product Web Search
13%
Influenced by TV ads

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Deterrents to E-commerce
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Key deterrents to E-com
Preference to
visit shops
Concerns
regarding
product
quality
36%
30%
Immediate
Product
delivery
Fear of wrong
product
delivery
29.7%
28.7%
31% respondents
Believe that a local intermediary will help uptake of
E-commerce

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E-com On Mobile Devices
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Mobility Devices for E-Com
35% respondents
use mobility devices for e-commerce
Education and Affluence
positively influence use of Mobility Devices for
E-commerce
Smartphones Tablets
Matriculates :
Graduates & above :
Income < 3 Lac :
Income > 10 Lac:
8%
37%
33%
43%
30%
40%
23%
41%
* All values for Smartphone and Tablet users who responded

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