Junglee.com, India’s #1 search and comparison site for shoppers, released its annual Online Shopping Search Trends Report 2013. The report analyses the key consumer online shopping search trends in 2013 based on customer searches on Junglee.com. So this won’t be applicable to all the eCommerce websites of India. But we can get a trend of India’s online market.
We have earlier discussed the need for an integrated experience in online shopping. This report shows that the people of India are going online for shopping mobiles, electronics, clothes etc. That is a good sign and its good for the entire eCommerce sector.
Mobile phones, apparels, electronics are the most-searched products online.
Delhiites search the most for Home Appliances; Mumbaites fancy shoes; Bangaloreans are fashionistas; Kolkattans are bookworms; Chennaites are mobile lovers.
Samsung (28.6%) retains position as the no. 1 Mobile Phone brand followed by Micromax. Lenovo (12.55%) is the most popular PCs & Tablets brand followed by Samsung. Lakme is the most preferred beauty brand followed by L’Oreal.
- The Top 5 most searched categories in 2013 were Mobile phones followed by Apparel, PC & Tablets, Home & Kitchen and Books.
- The Top 5 most-searched mobile phone brands in 2013 were Samsung (28.60%), Micromax (18.61%), Sony (9.99%), Nokia (9.91%), Apple (5.14%). Samsung’s popularity grew steadily throughout the year while other brands saw ups and downs. Searches on Micromax peaked in Q1 2013 when the new Canvas was launched but fell only to show new growth with the Canvas Turbo launch promoted by Hugh Jackman. Nokia lost ground from Q4 2012 to Q2 2013 but recovered strongly with the new Lumia releases (Lumia 520, 720, 625 etc).
- The Top 5 most searched PC & Tablets brands were Lenovo (12.55%), Samsung (12.17%), Micromax (10.13%), ASUS (8.86%), HP (5.91%).
The Top 5 cities that searched online the most in 2013: Delhi, Mumbai, Bangalore, Hyderabad, Chennai. Traffic from tier-2 cities and mini towns such as Pune, Gurgaon, Noida and Chandigarh also increased by over 120% Year-on-Year.
Most searched Products by Category in 2013
- Most searched Books – The Oath of the Vayuputras by Amish Tripathi, Inferno by Dan Brown, The Immortals of Meluha by Amish Tripathi. After the nomination for the Booker Prize was announced, the most searched books were The Lowland by Jhumpa Lahiri, We Need New Names by NoViolet Bulawayo & A Tale for Time Being by Ruth Ozeki whereas Luminaries by Eleanor Catton was not amongst the most popular. However, after the prize was announced, Luminaries became number one searched book while other books lost ground.
- Most searched Bollywood Movies – Student of the Year, Barfi!, Aashiqui 2
- Most searched Authors – Amish Tripathi, Dan Brown and Chetan Bhagat
- The most searched Beauty Products in 2013 were Lakme (16.91%), Loreal (7.07%), Maybelline (5.35%), VLCC (3.64%), Nirus (3.05%).
- The most searched Home Appliances brands were of Samsung (20.36%), LG (13.12%), Videocon (12.43%), Whirlpool (10.07%), IFB (8.49%).
- In the Kitchen Appliances segment, the popular brands that consumers searched for were Philips (13.32%), Kent (10.66%), Eureka Forbes (10.35%), Black & Decker (9.15%), Michley (7.34%).
- The most searched Shoes brands were Puma (15.47%), Nivia (11.13%), Nike (10.36%), Adidas (7.10%), Reebok (5.88%).
- Amongst Toys & Games the most searched brands on Junglee.com were Maisto (9.01%), Funskool (7.66%), Mattel (6.63%), Ben10 (6.23%), Fisher-Price (4.15%).
Pricing played an important role in 2013
Junglee.com witnessed a shift in consumer preference with respect to pricing. As compared to 2012, consumer preferences in Mobiles and Tablets category gravitated towards the higher priced models this year. In tablets as well, a similar trend was witnessed with 77% of tablet demand falling in the +10k segment in 2013 from about 33% in 2012. Consumers have even shown a similar preference in the mobile accessories for higher priced phones.
Customers in India are increasingly adapting to online shopping. One in four online shoppers now visits a comparison shopping site before completing a purchase on a seller website. We are not only witnessing an increase in traffic from the Top 6 cities but from mini towns as well.