Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street

7/30/2019 Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street

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Understanding the UK Shopper in

2013Headlines

Understanding the UK Shopper in 2013

Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com


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Shopping Habits

2

Shopping habits are changing, with over half of UK shopperswith internet access shopping more online over the past 12months1

Late night shopping is only undertaken by one in three withthe majority preferring to shop at other times2

Although some shoppers are environmentally conscious, fewbase their actual purchase decisions around environmentalor fairtrade issues3


Base: 2000, UK adults (18+) Fieldwork: January 2013 www.LatimerAppleby.com


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Shopping Centres

Shopping centres are still used by the majority, many expecta good choice of shops, a safe environment and efficient,friendly service1

Additional services such as free Wi-Fi and secure lockers arethe most appealing, as are special offer/discount periods andoccasional markets2

A website is the preferred method for shopping centrecommunications, ahead of local press and email. Yet fewshoppers actively follow or like shopping centres via social

media3

3Understanding the UK Shopper in 2013



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Spending Habits

Shoppers are now more budget conscious and are willing totravel greater distances for bigger discounts1

Online spending has particularly decreased in sportswear,fashion accessories and restaurant booking2

More shoppers believe their online spending will increaseover the coming year, whilst also believing their shoppingcentre and designer outlet spending will decrease3




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Understanding the UK Shopper in

2013Report




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SHOPPING HABITS




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In the last 12 months more consumers have been shopping

online more often; charity shops and supermarkets show

less change

52% are

shopping online

more often

Between one half and two thirds feel their

shopping behaviours have been mostly

consistent across high street stores,

supermarkets and shopping centres

22% of consumers are visiting charity shops

more often and only 13% (more common

amongst 25-34 year olds) are visiting less

often

However, 36% are visiting designer outletsless oftenvs. 7% more often




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90% of all UK adults with internet access are

shopping online; in particular females and the

over 55s

92% of UK

femalesshop online

87% of UK

males shoponline

86% of UK

under 25sshop online

93% of UK

over 55sshop online




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0%

10%

20%

30%

40%

50%

60%

70%

80%

Prefer

shopping at

other times

Too tired Too busy Don't feel

safe

No transport

/ poor

transport

Other reason

18-24s

25-34s

35-44s

45-54s

Over 55s

65% of UK adults nevergo late night shoppingthey

simply prefer to shop at other times or are just too tired

Over 40% of

under 35s

ever go latenight

shopping

Only 26% of

UK over 55s

ever go latenight

shopping

Older

groups

prefer

shopping

at other

times

Younger

groups are

too tired




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Only 18% of shoppers make actual purchase

decisions based on environmental issues

27% of shoppers areundecided on

purchasing something

because it is or is not

green

25-34 year olds are

least likely to allow

their purchasing to be

influenced byenvironmental issues




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36% of shoppers find FAIRTRADE products

important

Yet, only 20%

make purchase

decisions

based on thepresence of a

FAIRTRADE

label 23% do

not know

Fewer 25-34

year olds

would decide

to buysomething

based on the

presence of a

FAIRTRADElabel




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SHOPPING CENTRES




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Shopping centres are regularly used by all, with

65% visiting at least one scheme in the past

month

24% of all UK shoppers

have visited a

shopping centre in the

past week

44% of all shoppers

will have visited a

centre in the past

fortnight

The over 55s are more

likely to have visited in

the last 7 days




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However, the majority of these visits are to 3 or

fewer different shopping centres over a 12 month

period

The average

number of

shopping centres

used in a 12

month period is

3

78% of UK shoppers

have visited 3 or

fewer shopping

centres within the last

12 months

Fewer than 10% of

shoppers have visited

more than 5 different

centres in the last 12

months

No real difference across age and gender




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The choice of shops and efficient service are the

most important factors to UK shoppers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

A gym

A cinema

Choice of restaurants & bars

Choice of coffee shops / cafs

Facilities e.g. toilets, baby change

Distance from home

Pleasant atmosphere

Friendly service in the shops

Ease of access

Safe, secure environment

Efficient service in shops

Choice of shops

Majority of these services are seen as

very or quite important to shoppers

A choice of coffee shops/cafes,

restaurants and bars are viewed as less

important, and cinemas and gyms are

important to very few

UK

females

see all

these

factors as

moreimportant

than

malesThose who selected very/quite

important

A safe, secure

environment,

efficient service,

ease of access and

good basic facilitiesare even more

important for the

older shopper




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Free Wi-Fi and secure lockers are the most appealing

additional services shopping centres could offer

More than 60% of UK

shoppers would like to see

free Wi-Fi introduced into

shopping centres Other additional services such as anursery or crche; a GP surgery or a

medical centre; a community centreor job club; or personal shoppers are

less appealing

Not surprisingly, the nursery or

crche idea appeals more to females

than males

The appeal for free Wi-Fi or secure

lockers declines with age

16

45% of UK shoppers would like

to see secure lockers

introduced into shopping

centres and used for collectionof items purchased online




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Besides special offers/discounts, occasional markets are the

events consumers would most like to see at shopping

centres

49% of UK shoppers

would like to see

special

offer/discount

events at shopping

centres

47% would like to

see occasional

markets e.g.

Christmas markets

41% would like to

see regular street

markets

31% would like to

see craft fairs

The least popular

events were more

niche activities such

as motor shows,

student nights andfashion shows




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A website is the preferred method of communication

from shopping centres to their shoppers

50% of UK consumers see a website as the mostappealing way shopping centres could communicate with

them

Email and local newspapers are the next most appealingmethods (48% and 44% respectively)

Flyers and posters appeal to less than 33% of UKshoppers

All other methods of communication such as: Facebook,Twitter, mobile applications, text messaging and direct

mail generate negative net appeal scores




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13% of under 25s actively like UK shopping centres on

Facebook, which is the highest of any age group

69% of UK

consumers claim to

use Facebook

10% of those,

actively likeshopping centres

Females are more

likely to useFacebook and like

shopping centres

Over 55s are least

likely to use or likeshopping centres

The average

number of

shopping centrelikes is between 3

and 4




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5% of Twitter users follow at least one shopping

centre

55% of UK

consumers claim to

use Twitter

Twitter use peaks

amongst 25-34 year olds

unlike Facebook which

has near identical use byboth 18-24 and 25-34

year olds

The average number of

shopping centres

followed is alsobetween 3 and 4




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SPENDING HABITS




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Budget conscious shoppers are more careful with

their money and look out for bargains more often

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

I use discount shops less often

I go to charity shops more often

I go to designer outlets less than before

I'm travelling shorter distances to shop

I tend to browse more now

I plan my shopping trips less often

I'm spending less money

I'm buying more on the internet

I use discount vouchers more often

I look for bargains more often

I'm more careful with my money

Those who strongly or slightly agree

46% of shoppers strongly

agree that they are more

careful with their money

75% look for bargains and

two-thirds are using discount

vouchers more often

Consistent with the internet

spend learnings, 28%

strongly agree that they are

spending more on the

internet, 30% agree to some

extent

Only 13% disagree that theyare spending less money




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19% of UK shoppers are willing travel an extra 60minutes to get a 35% discount or 30 minutes to get a15% discount

However, fewer than 10%

would be prepared to

travel an additional 2hours for a 50% discount

Interestingly, more than

half of all respondents

have no preference

More women than

men would be

prepared to travel an

extra 30 minutes for

a 15% discount

No preference

increases with age,

suggesting youngshoppers have a

better idea of what

deal they want




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In the last 12 months, online spending has decreased in

sportswear, restaurant booking and fashion accessories

29% of UK shoppers believe they have spentmore on food over the last year perhapslinked to perceptions of rising food prices

UK shoppers are also spending slightly less inclothing sectors, electrical & electronic goodsand CDs/DVDs/games

The number of shoppers spending more online

over the last 12 months declines with ageacross all categories



H d 50% f UK b li th i


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However, around 50% of UK consumers believe their

total spending has been the same over the last 12

months

Mostly consistent across the 17 different product categories, ranging from 58% for

health and beauty products to 42% for alcohol

Food was the

single category

with a positive

difference

All other

categories(including

jewellery & gifts,

children's wear &

fashion

accessories)

show a negativedifference

UK females are

spending less on

individual product

categories than

males

The proportion of

UK shoppers

spending more

declines with age




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30% of UK shoppers predict they

will spend less in shopping centres

over the coming year

23% predict they will spend a lot

less in designer outlets over the

next 12 months

Older shoppers appear less

confident in their spending over the

coming year than younger shoppers

11% of UK shoppers predict that

they will spend a lot more money

on the internet in the coming year,

whilst 31% predict they will spend

a little more

Only 13% believe they will spend

less

A higher proportion of males

believe they will be spending more

over the coming year

Shoppers believe that their online spend will increase over

the coming year, whilst shopping centre spend will decrease

High street spend

remains balanced




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To discuss the findings of this report, or to find out how we can help you

understand your shoppers better please contact either Paul Latimer or PeterAppleby.

Paul Latimer

07957 653590

[email protected]

Peter Appleby

07973 214630

[email protected]

Latimer Appleby Limited

Old Steyne House

21-22 Old Steine

Brighton

BN1 1EL

Tel: 01273 648335

www.latimerappleby.com




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APPENDIX




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Methodology & Sample

Methodology Online questionnaire delivered to a panel of

100,000 active members

Sample A UK sample of 2,000 adults, representative

of gender, age and region

Fieldwork dates January 2013



Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street

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Transcript of Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street