1

A consumer survey inside the Grapes’ Establishment was conducted to map out consumer App Usage Patterns

No of respondents (n) = 91

Consumer Demographics

GenderMale = 69Female = 22

AgeBelow 18 = 1 18-25 = 3225-30 = 4830-40 = 10Above 40 = 0

Grapes Digital Survey

24.2%

75.8%

2

Which Apps do people prefer and how do they download them ?

Restaurant & Casual Dining : Consumer Insights

App Landscape

App Discovery Sources

Factors Influencing App Download

3

RESTAURANT & CASUAL DINING : CONSUMER INSIGHTS

Consumer Dining Frequency

Frequent restaurant visits evince bright prospects

• 1 in every 3 respondent visits a Restaurant Weekly

• 1 in every 3 respondents visits a Restaurant for dining every fortnight

• Only around 10% of the people visit a restaurant once in 3 months

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q3. How often do you go out for dining ?

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q5. What do you prioritize before going to a restaurant?

• Restaurant reviews are sacrosanct. People rely more on Reviews rather than word of mouth

• Distance from home comes before restaurant pricing for consumers

Discounting is not Paramount ! ! !

Available Discounts

Word of Mouth

Price

Distance from Home

Review

0% 10% 20% 30% 40% 50% 60% 70%

15.38%

36.26%

40.66%

54.95%

59.34%

Restaurant Booking Priority

Zomato is the go to App for Food Reviews

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q11. Which food Review/Ordering App does your phone has? Q 12. Do you use any Apps or Websites for reviews or discounts before going to a restaurant?

NightOwl

Swiggy

FoodPanda

Zomato

0% 10% 20% 30% 40% 50% 60% 70%

2.20%

9.89%

27.47%

60.44%• 2 out of 3 people use restaurant/food reviews before going to a restaurant

• Restaurant reviews are influential in terms of I-want-to-buy moments for customers

• Foodpanda is gaining traction because of is heavy discounting and offers

7

APP LANDSCAPE

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q8. Which Messaging Apps do you have?

WhatsApp and Facebook Messenger have total monopoly

• Every respondent used WhatsApp

• 3 out of 4 users used Facebook Messenger

Telegram

Line

WeChat

Viber

Hike

Facebook Messenger

WhatsApp

0% 20% 40% 60% 80% 100% 120%

1.10%

3.30%

4.40%

7.69%

10.99%

73.63%

100.00%

Private Bank Apps are popular than Government Bank Apps

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q9. Which banking Apps do you have?

Yes Bank

IndusInd

Citibank

HDFC

Axis

ICICI

SBI

Kotak

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

3.30%

3.30%

4.40%

8.79%

8.79%

9.89%

20.88%

46.15%

• Kotak is the most used Banking App

• SBI is the only leading Government Banking App

Consumers say a big NO to Grocery Apps ! !

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 12. Which Grocery Apps does you phone has?

Grofers

Big Basket

None

0% 10% 20% 30% 40% 50% 60% 70%

9.89%

24.18%

59.34%

• More than half of the users do not use any Food Grocery Apps

• Only Big Basket has some prominence viz a viz other Food Grocery Apps

Consumers are hooked to Transportation Apps

Meru

Ryde

Uber

Ola

0% 10% 20% 30% 40% 50% 60% 70% 80%

2.20%

2.20%

61.54%

71.43%

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 14. Which Transportation Apps does your phone has?

• 7 out of 10 respondents used a Transportation App

• Ola and Uber share duopoly when it comes to Transportation Apps

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 15. Which Music Apps does your phone has?

YouTube is preferred for listening to music but. .

Hungama

Wynk

Saavan

Gaana

YouTube

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

4.40%

14.29%

19.78%

27.47%

76.92%

Huge Competition for 2nd Slot

• Gaana, Savan and Wynk are almost neck to neck in terms of user preference for music streaming Apps

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 16. Which Entertainment Apps does your phone have?

Netflix is catching up with users in India . .

Fame

Voot

SonyLiv

NetFlix

HotStar

YouTube

0% 10% 20% 30% 40% 50% 60% 70% 80%

1.10%

1.10%

6.59%

10.99%

19.78%

71.43%

• In conjunction with the global trends YouTube has the highest traction in India

• HotStar has high penetration amongst users with 1 out of 5 respondent using the App

• Netflix is also catching up with Indian users because of their content

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 17. Which News Apps does your phone has?

TOI is the leader in News Apps but. .

FirstPost

NBT

BBC News

Huffington Post

Livemint

Hindu

HT

Economic Times

NDTV

Twitter

Google News

TOI

0% 5% 10% 15% 20% 25% 30% 35% 40%

1.10%

2.20%

2.20%

2.20%

2.20%

4.40%

5.49%

6.59%

14.29%

23.08%

27.47%

35.16%

• 23% of the users used Twitter for consuming News

• Google News is the most followed App for news consumption after TOI

• Inshorts a relatively new age content curated news provider is more popular than biggies like First Post, Huffington & ABP

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 18. Which Bill payment Apps does your phone has?

Pockets

Citrus Cash

Pay Zap

PayUMoney

Oxigen

Mobikwik

Freecharge

PAYTM

0% 10% 20% 30% 40% 50% 60% 70% 80%

0.00%

0.00%

2.20%

2.20%

3.30%

15.38%

17.58%

71.43%

• 7 out of 10 respondents used PAYTM as their Bill Payment App

• 1 out of 6 respondents used Freecharge

• Mobikwik is catching up with Freecharge in terms of penetration

PAYTM is used for Bill Payments

16

APP DISCOVERY SOURCES

0.00%20.00%40.00%60.00%80.00%

80.22%

40.66% 37.36%28.57% 27.47%

17.58%7.69% 4.40%

“Word of Mouth“ is the most important source for App Awareness

Offline Influences are the most important source of App Awareness Web based Digital Media influences play a crucial role in Mobile App discoverability App Store suggestions are also a prime source of App awareness App discovery is heavily influenced by

a) Word of Mouthb) Social Media Adsc) Search Engine Adsd) App Store Suggestions

Apps are often discovered outside the App Store

80% 29%

40%

38%

28%

Friends, Relatives & Colleagues Search Engine

TV & Radio

Social Media Ads

App Store Suggestion

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 19. What are the sources of awareness of these apps?

19

FACTORS INFLUENCING APP DOWNLOAD

Apps are downloaded because they Sound Fun & Interesting

Sounds Interesting & Fun Recommended by Others Discounts/ Rewards Familiarity with Brands0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00% 56.04%

49.45%

43.96%

38.46%

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 20. What are the Top reasons that you download these Apps?

Social Media & Search Ads are effective in driving App Downloads

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 21. What types of Ads prompt App Download ?

In App Notification

Banner / Graphic Ads

Video Ads

Search Ads

Social Media Ads

0% 10% 20% 30% 40% 50% 60% 70%

17.58%

29.67%

29.67%

32.97%

64.84%

• Social Media Ads are a primary source of App awareness and prompt App downloads

• Search Ads are also an effective way to improve visibility for Apps

• Video Ads are also a source that prompt App downloads for users

“Simplifying Life” is the major driver that Boosts App Usage

Brand Connect ( I love the brand )

Great Content

Great Design & Aesthetics

My friends-family connection

Ease of Usage

Makes my life/ task easier

0% 10% 20% 30% 40% 50% 60% 70% 80%

14.29%

19.78%

19.78%

20.88%

47.25%

73.63%

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 22. What prompts you to use the App again & again?

• An overwhelming 74% of the respondents feel that making their life simpler & helping them in doing their tasks is the most important reason why they use App again & again

• Great content & App aesthetics take precedence over Brand Connect

• App content & App features have to be updated otherwise users lose interest in the App• Offers and Discounts are the least important reason for a user to switch their allegiance over to other Apps

Found a Better App Found the App no longer useful Lost Interest No offer is there0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

58.24%53.85%

42.86%

30.77%

Better App displaces brand loyalty amongst Users

GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 24. What are the top reasons for not using an app?