mint coverage webchutney report inside the mind of the wired consumer durables buyer

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mint

www.livemint.com WEDNESDAY, NOVEMBER 3, 2010, DELHI13

Technology

VIRTUAL INFLUENCEesearch shows Web portals, including company and consumer review websites, have come tosignificantly influence purchasing decisions. While friends and family continue to be the mostpopular sources for research on durable goods, the Internet helps make an informed choice with

indepth information available from multiple sources.The consumer durables industry expanded 30% in the January-March quarter and continues to grow. Its

spend share in the overall ad pie is the second largest at R2,122 crore. The Internet, however, received only afraction of this ad spend: R54 crore. This is way too little, given the potential of the medium to influenceconsumer choice. A report by digital marketing agency webchutney, based on a survey of people who intendto buy various consumer products, indicates the extent to which the Internet is now being used for productresearch vis-à-vis traditional sources.

Graphic by Uttam Sharma/Mint 

R

55%

Non-owners

intending to buy

Break-upof thosewanting topurchase

37%

25%

12% 12%

30%

52%

9%

4%

25%

75% Ownersintending to buy

Owner intender

Non-owner intender

Owner intender

Non-owner intender

Owner intender

Non-owner intender

Durationwithin whicha purchaseis intended

REFRIGERATOR WASHING MACHINE PERSONAL COMPUTERAIR CONDITIONERTELEVISION SET

Within 6months

6-12months

12-18months

18-24months

Break-upof thosewanting topurchase

Ownerintender

Non-owner intender

45%

Owner intender

Non-owner intender

Owner intender

Non-owner intender

39% 39%

11%

7%

40%

33%

22%

4%

Within 6months

6-12months

12-18months

18-24months

55%55%55%

Duration within whicha purchase is intended

32%

43%

11%

25%

50%

25%

4%

Within 6months

6-12months

12-18months

18-24months

Duration withinwhich a purchaseis intended

Break-upof thosewanting topurchase

97%Non-owner

intender

3% Ownerintender

Break-upof thosewanting topurchase

Break-upof thosewanting topurchase

30%

41%

14%

7%

54%

4% 4%

35%

Within 6months

6-12months

12-18months

18-24months

27%

73% Non-owner

intender

Owner

intender

Durationwithin which

a purchase isintended

Duration withinwhich a purchaseis intended

33%67%

Non-owner intender Ownerintender

48%

30%

9%

3%

30%

38%

20%

6%

Within 6

months

6-12

months

12-18

months18-24

months

Magazines/ newspapers/ brochures

DEALER

Friendsand family DealersTelevision

 D a i l y  N E W

 S

Online households whichown consumer durables

Television set 96%

Personal computer 83%

Fridge 82%

Washing machine 61%

Air conditioner 35%

31%

29%40%

More than 5 years

Using internetfor up to twoyears

Between 2 and5 years

Duration of use of the online medium

ONLINE DURABLE INTENDERS’ SOURCE FOR PRODUCT RESEARCH

Media usage (above 1 hour) trendsamong online durable owners

73%

60%

38%

20%

14%

Internet

TV

Radio

Magazine

Newspaper

Owner-non intender

Purchase intention of online durable owners

24%

76%

Monthly household income of those intending a purchase

Less thanR6,250

R6,250- 12,500

R12,500- 25,000

R25,000-40,000

R40,000 - 80,000

R80,000- 100,000

More than 100,000

16%

33%

29%

7%

7%

6%

2%

Medium and content of research Experience sharing and preferred online channels

BEFORE PURCHASE AFTER PURCHASE

Type of experience shared Preferred channel to share experience Type of experience shared Preferred channel to share experience

Item features Price Brand image Performance Visual appeal

Consumer magazines Newspapers TV shows and ads Dealer Friends and relat ives Internet

31% 32% 24% 29% 28%

11%

23%

22%

8%

10%5%

47%

9%

7%4%

22%

8%

27%

12%

8%

17%

28%

9%7%

6%

22%

19%

12%

10%7%

Positiveexperience

Haven’tshared anexperience

Negative experience Negative experience

51%45%

4%

Others

Consumer goodsreview website

Company/ brand website

Socialplatforms

43%

28%

21%

8%

Positiveexperience

Haven’tshared anexperience

48%46%

6%

Consumergoods review

website

Company/ brandwebsite

Soc ial plat forms Ot her

39%32%

23% 6%

Internet

Current ownerand intender

42%48%85% 45%57%

Source: webchutney