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CHANNEL HABITS BEHAVIOUR & ATTITUDES (INCL. ONLINE)
SAMPLE REPORT
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The Client is not authorised to publish and/or adapt this research report,
whether in whole or in part(s), in the press, on the radio, on television, in
leaflets, data search systems, litigations etc. without prior written consent of
Nielsen .
Consent for publication should be sought from Nielsen each time.
CONFIDENTIALITY CLAUSE
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RESEARCH DESIGN Coverage: National
Target Respondent:
• Males/females
• Aged 18–65 years
• Both main grocery buyers and influencers
Interview Methodology: Online
Sampling Method: Random sample with quotas for age and gender
Sample Size: n=1500
Fieldwork Period: October 2014
Weighting: Data weighted proportional to national ‘main grocery shopper’ statistics based on age, gender, region
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STRUCTURE OF THE SHOPPER SAMPLE
82%
17%
1%
MAIN SHOPPER
INFLUENCER
OTHER
32%
68%
WOMEN MEN
56%
44%
Base: All shoppers(n=1513) Ref: Q4.Please record your gender Q5.Which age group from the list below do you belong to?
GENDER AGE BY GENDER ROLE IN SHOPPING
5%
6%
21%
54%
16%
27%
7%
31%
45%
36%
31%
10%
34%
32%
40%
6%
Men
Women
Men
Women
18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.
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CHANNEL BEHAVIOUR (TOP 5)
Where do consumers shop?
Base: All shoppers 2013 (n=1513), 2014 (n=1513) Ref: Q7a Which of these types of stores have you visited in the past 7 days? Ref: Q8 On average, how often would you shop at the following type of store? Ref: Q7d Which of these types of stores would be the one where you normally buy most of your food and grocery items?
Hypermarkets
Supermarkets
Large Discount Stores
Bakeries
% Change
(+/-)
Vegetable Vendor
How often do they shop ? Ave. per month
10.0 9.7
6.4 5.9
14.7 -
6.2 6.1
7.7 -
Channel spend most in?
53
28
2
13
0
64 61
64 -
52 50
50 -
1
3
64
2
50
86 85
2014 2013 2014 2013 2014
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Online grocery shopping behaviour
Purpose of visiting a retailer website
Visited retailer website
Base : All HM/SM shoppers, 2013 (n=1498), 2014 (n=1502)
Base : All HM/SM shoppers, 2013 (n=63), 2014 (n= 93) Ref: Q131 Compared with 12 months ago, would you say you are buying your groceries online more often, about the same, less often?
Base : All HM/SM shoppers, 2014 (n=93) Base : All HM/SM shoppers, 2014 (n=805)
Reasons for buying groceries online
Buying groceries online more often compared to 12 months ago
ONLINE GROCERY HABITS & ATTITUDES
54%
51%
2014 2013
Yes (%)
45% 40% 2014 2013
Convenience 82%
Lower prices 30%
Exclusive offers 28%
Ref: Q128 Have you visited any supermarket/hypermarket online websites in the last month?
Ref: Q130 Why do you buy groceries online? Ref: Q129 For what reasons did you visit a supermarket/ hypermarket website?
86%
28%
12%
12%
11%
7%
4%
2%
To look for other information
Check out for special offers
Checking the status of a loyalty card
Buy groceries online
Look up recipes
Enter competition
Sign up for loyalty card
Other
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Base: All HM/SM shoppers, 2012(n=1471), 2013 (n=1459), 2014 (n=1474) Ref: Q13b Which of these stores have you visited in the past four weeks?
NUMBER OF STORES VISITED IN THE PAST 4 WEEKS
NUMBER OF STORES VISITED IN THE P4W
29%
29%
22%
10%
5%
2%
1%
1%
2.5
1 store
2 stores
3 stores
4 stores
5 stores
6 stores
7 stores
8 stores
More than 8 stores
Average
28%
26%
23%
12%
5%
3%
1%
1%
1%
2.6
2012 2013 2014
23%
28%
22%
14%
6%
3%
2%
2%
2.9
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Base: All HM/SM shoppers, 2014 (n=1502) Ref: Q96 In the last 6 months, have you shopped at a new or different supermarket/ hypermarket in your city/town either a new/ different store that is part of a chain that you already use, or a different chain?
Base: All HM/SM shoppers, 2014 who visited a new/different SM/HM (n=672) Ref: Q97 What influenced you to go to the new or different < store>?
NEW STORE VISITS AND TRIGGERS
45%
55%
Yes No
40%
25%
19%
19%
12%
6%
6%
6%
3%
4%
New store opened nearby
Word of mouth
Media - leaflets / brochure / direct mail
I was passing a store that caught myattention and I tried it
I was visiting friends/ family and went to astore that they usually shop at
Media - television
Media - Newspapers
Media - online
Media - magazines
None of the above
SHOPPED AT A NEW/DIFFERENT TYPE OF SM/HM IN THE P6M
TRIGGERS FOR SHOPPING AT THE NEW OR DIFFERENT SM/HM
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Base: HM/SM shoppers, 2014who visited a different store (n=672) Ref: Q98 What is the name of that new/different store that you visited? Q99 What impact has your visit to had on the supermarkets/hypermarkets that you use?
NEW STORES VISITED AND IMPACT
13%
11%
10%
10%
9%
8%
8%
8%
8%
7%
6%
6%
6%
4%
4%
Eurospin
Lidl
Carrefour
Conad
Esselunga
Auchan
IperCoop
SMA/Cityper SMA
MD Discount/ LD Market
Penny Market
Coop
Pam
Iper
Bennet
Carrefour Market
NEW/DIFFERENT STORES VISITED IMPACT OF VISTING NEW /DIFFERENT STORE
38%
33%
43%
43%
38%
47%
28%
45%
56%
49%
42%
50%
51%
56%
65%
52%
59%
46%
46%
44%
35%
63%
48%
39%
47%
47%
45%
41%
33%
35%
5%
3%
3%
9%
13%
7%
7%
5%
6%
2%
12%
5%
5%
7%
4%
4%
3%
1%
2%
9%
2%
Eurospin
Lid l
Carrefour
Conad
Esse lunga
Auchan
IperCoop
SMA/Cityper SMA
MD Discount/ LD Market
Penny Marke t
Coop
Pam
Iper
Bennet
Carrefour Market
No real change
One of my regular stores
It has become the store I visit most often
It has become my preferred store