Amazon Is An Increasingly Popular Choice Over Flipkart: Jana

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SUMMARY

Over 1.6 Mn mobile searches studied for Jana’s research which revealed Amazon scored 46.01% and Flipkart 20.90%.

Global ecommerce giant Amazon is an increasingly popular choice over homegrown Flipkart as a preferred shopping destination in India.

Amazon India accounted for 46.01% of all searches within the category, revealed a recent research conducted by Jana.

As per Jana, the survey was conducted on mobile search traffic in India over Jana’s mCent browser from July 1, 2017, through December 31, 2017.

More than 1.6 Mn mobile searches were studied overall as generated by mobile subscribers in India to analyse popular search terms across popular categories and brands within the mCent browser app.

According to the report, Flipkart remains a distant second to Amazon with 20.90% of searches while eBay stands at 9.91%, Snapdeal at 7.87% and Shopclues at 6.77% were the third, fourth and fifth most searched sites respectively.

According to Forrester, Amazon Prime was a major reason why users were opting for Amazon over Flipkart over the past year, as the company saw 1.5x growth over its closest rival between April and September 2017. The research also stated that Flipkart is loosening its grip on Indian consumers, where changes in user behaviour have been increasingly favourable to Amazon regarding user engagement and time spent in-app.

Commenting on the recent findings, Nathan Eagle, CEO and founder of Jana said, “Our data shows Amazon’s marketplace is the first choice among Indian consumers, where searches outpace the nearest competitor Flipkart 2x and best popular sites like eBay and Snapdeal by a healthy margin.”

Here Are Some Key Take-Aways From Jane’s Study

Top shopping categories among Indian shoppers overall included Laptops (30.89%), Cameras (26.68%), Tablets (15.73%) and Smartphones (15.50%)

In the smart home category, Amazon products drove an overwhelming majority of searches (94.42%) against Google Home (Max, Mini) (5.50%).

Roku (54.38%) was the most popular streaming device in the country with Apple TV coming in second (28.13%), followed by Google Chomecast (13.31%) and Amazon Fire TV (4.17%).

India’s ecommerce market will be $33 Bn this year. Key drivers of this growth may be attributed to several factors with the foremost being Internet penetration. India had an Internet user base of about 354 Mn as of June 2015 and as of January 2017, this number reached 462 Mn.

Despite being the second largest online user base in the world, just second to China, the expansion of its ecommerce market is still slow compared to the developed nations like the US or China.

According to Google India, electronics and apparels are the biggest categories in terms of sales. By 2020, the business to be generated by the ecommerce sector is expected to be $100 Bn out of which around $35 Bn will be through fashion ecommerce.

With Paytm Mall added recently to the ecommerce bandwagon and Snapdeal running into funding issues, the apparent gladiators are Amazon and Flipkart competing for the larger share of online shopping.