2. Social Media Report on
CONTENTS Online Retail Stores in India
1 Introduction
2 Key Insights
3 Analysis
4 Case Study/Flipkart
contents
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INTRODUCTION Online Retail Stores in India
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
introduction
we have included data & analysis for the below 8 brands:
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
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KEY INSIGHTS Online Retail Stores in India
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
key insights
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 Online Retail Stores in India
77%
258,415
120000
of the conversations are
100000 contributed by 3 brands –
Flipkart, Snapdeal & Homeshop
80000 mentions 18.
60000
Flipkart
leads the pack with over a lakh
mentions in the 9 month period.
mentions
40000
Close to a whopping 400
mentions per day.
share of
20000
0
Flipkart, Snapdeal & Homeshop18 constitute
more than ¾ of the overall conversations.
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ANALYSIS/Source Type Online Retail Stores in India
Microblogs Twitter
Social Networks is the most popular source for
3% brands and stakeholders to
7% Forums
engage. Many consumers use
Blogs Twitter to talk to their brands for
any issues pre or post purchase.
14% Video Sharing
source type
237,834 Complaints Twitter also seems to be a
mentions
News
popular channel to promote new
deals & offers.
Q&A
72% Classifieds 80%
Reviews of the conversations take place
on Facebook & Twitter together.
Image Sharing
Forums are a close third.
Twitter & Social Networking generate most
conversations for online retail stores.
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ANALYSIS/Author Demographics Online Retail Stores in India
68% genderdistribution
Men
seem to shop more often than
woman online. Except in the
case of Fashion and You where
women constituted 59% of their
32% overall mentions.
30+
are the most active age group
age
<20 and spend more time discussing
analytics
& buying from these sites.
16%
distribution
author
>30 50%
34%
20-30
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ANALYSIS/Location Frequency Online Retail Stores in India
top 10 cities Maharashtra
State tops the list with 2 cities in
the top 5 list – Mumbai and
Mumbai
Pune, comprising 34% of overall
Bangalore mentions.
Delhi
Bangalore, Delhi & Chennai are
Chennai the others in the top 5 list.
frequency
Pune
Kolkata
location
Ahmedabad
Gurgaon
Hyderabad
Jaipur
0 5000 10000 15000 20000 25000
no. of mentions
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ANALYSIS/Top 5 forums Online Retail Stores in India
Google Groups
takes the first position among
forums source type.
groups.google.com
Technical
freekaamaal.com
Forums
like thinkdigit.com,
thinkdigit.com broadforum.in & gstek.info
feature in the top 5 list. This
shows that consumers discuss
broadbandforum.in
electronic products more than
forums
other categories.
gstek.info
top 5
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
no. of mentions
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ANALYSIS/Key Topics Online Retail Stores in India
25000 Shipping &
Packaging
20000 conversations affect most
consumers today. The reason
why Flipkart has it’s own courier
15000 service. Sales & Pricing related
mentions are a distant 2nd and
3rd.
key topics
10000
no. of mentions
5000
0
Shipping & Packaging Sales Pricing Image Website Customer Service Return & Replacement Payment
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Case Study/Flipkart/Timeline Online Retail Stores in India
June 2012
3,104
25000 tweets were generated
in response to Forbes
Flipkart Story on Forbes India
Magazine India cover story –
20000 Can Flipkart Deliver?
July 2012
15000
200
consumers voiced their opinion
Flipkart hikes minimum order value
to Rs. 300 for free delivery. on twitter when Flipkart
timeline
no. of mentions
10000
Flipkart raises $150 million
increased their slab for free
shipment. Majority of these
5000
posts were negative.
September 2012
0 300
Jun-12 Jul-12 Aug-12 Sep-12 the no. of times Flipkart funding
news was shared on the web.
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Case Study/Flipkart/Affinity Online Retail Stores in India
most Letsbuy.com
mentioned has been mentioned with
flipkart affinity
with Flipkart due to the recent
acquisition of the former. Other
notable brands were Amazon,
Snapdeal & Homeshop 18.
competition Blackberry
brands is the most mentioned product
brand along with Flipkart with
conversations around their range
of blackberry phone models.
product Samsung is a close second for
it’s much popular galaxy series
brands
of phones and tabs.
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Online Retail Stores in India
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