online retail stores report by explic8

11/8/2012

Social Media Report on Online Retail Stores in India

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11/8/2012 2

CONTENTS Social Media Report on

Online Retail Stores in India

Introduction

Key Insights

Analysis

Case Study/Flipkart

1

2

3

4

co

nte

nts

11/8/2012 3

INTRODUCTION

This report is a analysis of consumer voices related to some of the Online Retail Stores in India and the key topics & issues surrounding them. Currently there are over 20 brands, in this industry. For the purpose of this report we have included data & analysis for the below 8 brands:

intr

od

ucti

on


Sources: Twitter, Social Networks, Blogs, Review Sites, Forums, Complaint Sites, Image Sharing, Video Sharing, Q&A, News, Classifieds Data Period: 1st Jan 2012 to 30th Sep 2012

11/8/2012 4

KEY INSIGHTS

Flipkart is the most talked about brand among the 8.

Shipping & Packaging affects most consumers and represent 8% of the overall mentions i.e. more than 20,000 mentions

ke

y i

nsig

hts


Twitter is the most popular channel for Online Retail Stores’ discussions

Men above 30 constitute the majority of the authors

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ANALYSIS/Share of Mentions

me

nti

on

s

sh

are

of

77% of the conversations are contributed by 3 brands – Flipkart, Snapdeal & Homeshop 18.

Flipkart

leads the pack with over a lakh mentions in the 9 month period. Close to a whopping 400 mentions per day.

Flipkart, Snapdeal & Homeshop18 constitute more than ¾ of the overall conversations.

0

20000

40000

60000

80000

100000

120000


258,415 mentions

11/8/2012 6

ANALYSIS/Source Type

72%

14%

7% 3%

Microblogs

Social Networks

Forums

Blogs

Video Sharing

Complaints

News

Q & A

Classifieds

Reviews

Image Sharing


Twitter & Social Networking generate most conversations for online retail stores.

so

urc

e t

yp

e

Twitter

is the most popular source for brands and stakeholders to engage. Many consumers use Twitter to talk to their brands for any issues pre or post purchase. Twitter also seems to be a popular channel to promote new deals & offers.

80%

of the conversations take place on Facebook & Twitter together. Forums are a close third.

237,834 mentions

11/8/2012 7

ANALYSIS/Author Demographics

68%

32%

an

aly

tics

au

tho

r

Men

seem to shop more often than woman online. Except in the case of Fashion and You where women constituted 59% of their overall mentions.

30+

are the most active age group and spend more time discussing & buying from these sites.


16%

34%

50% >30

20-30

<20

gender distribution

age

distribution

11/8/2012 8

ANALYSIS/Location Frequency

fre

qu

en

cy

loca

tio

n

Maharashtra

State tops the list with 2 cities in the top 5 list – Mumbai and Pune, comprising 34% of overall mentions. Bangalore, Delhi & Chennai are the others in the top 5 list.


top 10 cities

0 5000 10000 15000 20000 25000

Mumbai

Bangalore

Delhi

Chennai

Pune

Kolkata

Ahmedabad

Gurgaon

Hyderabad

Jaipur

no. of mentions

11/8/2012 9

ANALYSIS/Top 5 forums

Google Groups

takes the first position among forums source type.

Technical Forums like thinkdigit.com, broadforum.in & gstek.info feature in the top 5 list. This shows that consumers discuss electronic products more than other categories.


foru

ms

top

5

0 1000 2000 3000 4000 5000 6000 7000 8000 9000

groups.google.com

freekaamaal.com

thinkdigit.com

broadbandforum.in

gstek.info

no. of mentions

11/8/2012 10

ANALYSIS/Key Topics


ke

y t

op

ics

Shipping & Packaging conversations affect most consumers today. The reason why Flipkart has it’s own courier service. Sales & Pricing related mentions are a distant 2nd and 3rd.

0

5000

10000

15000

20000

25000

Shipping & Packaging Sales Pricing Image Website Customer Service Return & Replacement Payment

no

. of

men

tio

ns

11/8/2012 11

Case Study/Flipkart/Timeline


tim

eli

ne

0

5000

10000

15000

20000

25000

Jun-12 Jul-12 Aug-12 Sep-12

Flipkart Story on Forbes India Magazine

June 2012

3,104 tweets were generated in response to Forbes India cover story – Can Flipkart Deliver? July 2012

200 consumers voiced their opinion on twitter when Flipkart increased their slab for free shipment. Majority of these posts were negative. September 2012

300 the no. of times Flipkart funding news was shared on the web.

Flipkart hikes minimum order value to Rs. 300 for free delivery.

Flipkart raises $150 million

no

. of

men

tio

ns

11/8/2012 12

Case Study/Flipkart/Affinity


flip

ka

rt a

ffin

ity Letsbuy.com

has been mentioned with Flipkart due to the recent acquisition of the former. Other notable brands were Amazon, Snapdeal & Homeshop 18.

Blackberry

is the most mentioned product brand along with Flipkart with conversations around their range of blackberry phone models. Samsung is a close second for it’s much popular galaxy series of phones and tabs.

mentioned with

most

competition brands

product brands

11/8/2012 13


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online retail stores report by explic8

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