Digital barometer consumer electronics, beauty and fashion
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Transcript of Digital barometer consumer electronics, beauty and fashion
2IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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Methodology
Online survey
RFP
1.000 Belgians 15-65
Representative online population
Data: Feb 09 / Apr 09
3IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09
Visited websitesSatisfaction: 6,2/10
3.000.000
Visited websitesSatisfaction: 6,3/10
3.950.000
Role of the Internet | Consumer Electronics
Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
6.800.000 Belgians (15-65)
4.600.000 Belgian surfers
(15-65)
3.400.000 Belgian DMU surfers (15-65),
responsible for the purchaseof consumer electronics
68%
6.800.000 Belgians (15-65)
4.896.000 Belgian surfers
(15-65)
4.600.000 Belgian DMU surfers (15-65),
responsible for the purchaseof consumer electronics
72%
94%
Purchased onlinepast 6 months
540.000
No purchase online past 6 months
2.460.000
Purchased onlinepast 12 months
550.000
No purchase online past 12 months
3.400.000
Repurchase intention online next 6 months
302.000
Purchase intention online next 6 months
197.000
Repurchase intention online in the future
400.000
Purchase intention online in the future
575.000
74%
18%
56%
82%
8%
89% 86%
14% 86%
73% 17%
2007 Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
2009
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IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09
71% bought a ‘consumer electronics’ device online or offline in the past 12 months
Buying cycle phases | Model
Exploration Phase
Comparison Phase
Product and Brand Choice Phase
Purchase Decision
Phase
This section deals with the phase in the purchase process during which you gathered information in
order to learn more about the product or service. It is the situation where you became aware of your desire to purchase consumer electronics. In this phase it is useful to get to know the products/brands and their features. You then consider a number of products
which, at first sight, meet your requirements
In this phase of the purchase process you select a number of alternatives that you would genuinely
consider for your purchase and you look up specific information on concrete product features. In other
words, this phase is a detailed selection of alternatives based on your very specific needs and desires. As a result, you may develop certain preferences in this
phase.
The actual decision and the choice of a specific brand is the next phase in the purchase process. After narrowing down the selection and the development of preferences in the previous
phase, the customer finally goes for one of the remaining alternatives. The choice can be based on the brand, the location where one would like to make the purchase, the
timing of the purchase, the payment, etc. In other words, this phase is the moment when you make your final decision to make an actual purchase, to buy a specific product from a
certain brand
This phase deals with the decision on where to buy the product. The product is available at a number of
shops but you still have to select one specific location. In other words, the purchase location is
determined in this phase
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IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09
19% 16% 22% 29% 14%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
89%
12%
82%
18%
83%
17%
78%
22%
Went through phase
Q: If you recall your last purchase of a consumer electronics device, which of the following phases of the purchase process did you personally go through during this purchase? | Q: In each phase of the purchase process, to what extent did you use the Internet?
Buying cycle phases | Internet importance
N = 729/ F = Only if bought a consumer electronics device in the last 12 months
F = Only if bought a consumer electronics device in the last 12 months and went through phase
Exploration phase
Comparison phase
Product / brand choice
Purchase decision
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
N =571
N = 605
N = 595
N = 645
20% 13% 21% 33% 14%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
25% 15% 21% 28% 11%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
44% 14% 14% 20% 9%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
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Q: Which of the following information sources would you consult to select a brand of consumer electronics? Multiple answers possible.Q: During your last visit to a website of a brand/manufacturer or another consumer electronics website, how did you end up on the site?
Consultation information sources and web traffic generation
N = 887/ F = Only if Belgian DMU surfer who visited a brand/manufacturer or another consumer electronics website before
57%
16%
9%
4%
4%
3%
3%
3%
2%
Via a search engine
By entering the website address (URL) directly
Acquaintances, friends and relatives told me about this webs
Via a link on the packaging of the product
Via an online link/banner on a different website or in an electronic newsletter
In a different way
By using my bookmarks / favourites
Via a TV or radio commercial, an ad in a newspaper or magazine
Via a TV or radio programme, an article in a newspaper or magazine
Consultation information sources Web traffic generation
N = 1033/ F = Belgian DMU surfer
69%
64%
51%
42%
40%
37%
24%
23%
15%
13%
11%
6%
6%
3%
54%
60%
45%
47%
34%
37%
19%
19%
14%
17%
12%
3%
5%
1%
In-store material
Friends, relatives,...
Websites
Shop assistant
Free local papers
Magazines
Offline advertising
Newspapers
TV programmes
Online advertising
Product packaging
Other
Radio programmes
Call centre of a certain brand
2009 2007
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Q: To what extent do you agree with the following statements regarding websites for brands/manufacturers or websites on consumer electronics?
Brand impact (% net agreement)
N = 1082 / F = Belgian DMU surfer
Impact KPI 2009 2007 DifferenceLook up information before purchase 55% 54% +1%
Look up information after purchase 55% 63% -8%
Buy more if satisfied with brand/manufacturer site 15% 8% +7%
Brand switch if online promotions 10% 14% -4%
Product / service suitable to be sold online 2% -6% +8%
Negative opinion change if dissatisfied with brand / manufacturer site -10% -6% -4%
Brand switch if online advice or personalized info -19% -7% -12%
Brand switch if ability to buy product/service online -47% -40% -7%
% net agreement = % (fully) agree - % (fully) disagree
9IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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Beauty & Fashion
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IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09
Visited websitesSatisfaction: 6,2/10
1.900.000
Visited websitesSatisfaction: 6,4/10
3.450.000
Role of the Internet | Beauty and Fashion Products
Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
6.800.000 Belgians (15-65)
4.600.000 Belgian surfers
(15-65)
3.100.000 Belgian DMU surfers (15-65),
responsible for the purchaseof beauty products
68%
6.800.000 Belgians (15-65)
4.896.000 Belgian surfers
(15-65)
3.966.000 Belgian DMU surfers (15-65),
responsible for the purchaseof beauty and/or fashion products
72%
81%
Purchased onlinepast 6 months
325.000
No purchase online past 6 months
1.600.000
Purchased onlinepast 6 months
966.000
No purchase online past 6 months
2.484.000
Repurchase intention online next 6 months
192.000
Purchase intention online next 6 months
110.000
Repurchase intention online in the next 6
months560.000
Purchase intention online in the next 6
months200.000
67%
17%
59%
83%
7%
62% 87%
28% 72%
58% 8%
2007 Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
2009
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IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09
Went through phase
Q: If you recall your last purchase of a beauty and fashion products device, which of the following phases of the purchase process did you personally go through during this purchase? | Q: In each phase of the purchase process, to what extent did you use the Internet?
Buying cycle phases | Internet importance
Exploration phase
Comparison phase
Product / brand choice
Purchase decision
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
N = 505
N = 560
N = 677
N = 725
N = 884/ F = Belgian DMU surfer and they did bought a beauty and/or fashion products in the last 6 months
57%43%
63%
37%
77%
24%
82%
18%
30% 23% 24% 17% 5%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
38% 19% 24% 16% 4%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
46% 17% 19% 15% 3%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
55% 14% 14% 14% 4%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
12IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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Q: Which of the following information sources would you consult to select a brand of beauty and fashion products? Multiple answers possible.Q: During your last visit to a website of a brand/manufacturer or another beauty and fashion products website, how did you end up on the site?
Consultation information sources and web traffic generation
Consultation information sources Web traffic generation
N = 838/ F = Only if Belgian DMU surfer who visited a brand/manufacturer or another beauty and fashion products website before
42%
16%
12%
7%
4%
4%
3%
2%
2%
2%
5%
Via a search engine
By entering the website address (URL) directly
Via a link on a different website or in an electronic newsle
By using my bookmarks / favourites
Via a link in a product brochure
Acquaintances, friends and relatives told me about this webs
Via a banner on a different website or in an electronic news
Via a TV or radio commercial, an ad in a newspaper or magazi
Via a link on the packaging of the product
Via a TV or radio programme, an article in a newspaper or ma
In a different way
N = 1071/ F = Belgian DMU surfer
48%
44%
29%
28%
27%
27%
25%
20%
20%
17%
14%
6%
1%
6%
51%
70%
19%
56%
35%
33%
35%
31%
20%
11%
14%
12%
5%
9%
Magazines
Friends, relatives,...
Websites
In-store material
Product packaging
Offline advertising
TV programmes
Shop assistant
Free local papers
Online advertising
Newspapers
Radio programmes
Call centre of a certain brand
Other
2009 2007
13IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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Q: To what extent do you agree with the following statements regarding websites for brands/manufacturers or websites on beauty and fashion products?
Brand impact (% net agreement)
N = 1031 / F = Belgian DMU surfer
Impact KPI 2009 2007 DifferenceLook up information after purchase 16% 36% -20%
Look up information before purchase 6% -8% +14%
Brand switch if online promotions 2% 8% -6%
Product / service suitable to be sold online -5% -4% -1%
Buy more if satisfied with brand/manufacturer site -12% -20% +8%
Negative opinion change if dissatisfied with brand / manufacturer site -23% -29% +6%
Brand switch if online advice or personalized info -30% -6% -24%
Brand switch if ability to buy product/service online -51% -58% +7%
% net agreement = % (fully) agree - % (fully) disagree
14IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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14
Evolution towards wecommerce
wecommerce
wesearch
webuying
15IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In
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15
The mixed-mode buying frameDo
Think & Feel
Think
FeelMean all items
Mean all items
Books
Cars, motorcycles, bikes...
CD/DVD/Blu-ray
Clothing/shoes
Computer, hardware and software
Digital music
Electronic equipment
Furniture and home decoration
Hotel/lodging
Household appliances
Movies or TV series in digital format
Other product
Personal care
Plane, train or boat tickets
Telecom services
Tickets to events
Toys/games
10%
20%
30%
40%
50%
60%
70%
20% 30% 40% 50% 60% 70% 80%
Inte
rnet
op
po
rtu
nit
y fo
r sa
les
(If
pu
rch
ased
, % p
urc
has
ed o
nlin
e)
Internet opportunity for pre-sales(% searched online / Filter: if purchased)
Q: To what extent did you look for information offline (e.g. in a shop, product brochure...) and/or online (e.g. product review website, brand website...) BEFORE the purchase? (n EU = 8.287)Q: Which products or services have you purchased in the last 12 months for personal use? Source: MC DC 2009 online research