Purchase Journey - GfK media questionnaire Panel used for Purchase Journey studies: GfK Crossmedia...
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Transcript of Purchase Journey - GfK media questionnaire Panel used for Purchase Journey studies: GfK Crossmedia...
Purchase Journey
Insights from GfK
Intro GfK &
Crossmedia Link
1
L
Key Insights
2
Deep dive
3
I Agenda
Best practice solutions
Customized solutions and
advanced research tools.
Big data & smart
analysis
Linking multiple
sources of data for
deeper insight and
more informed
decision-making.
Global network
Global expertise and knowledge
exchange plus local know-how.
Deep industry knowledge
Industry specialists who
understand your customers
and the challenges affecting
your sector.
Qualitative specialists
International qualitative experts
working with clients.
Thought leaders
Innovative thinking,
insight and
opinion from our
experts.
GfK Intro:
Passion, creativity and
expertise for our clients
across the globe
GfK Cross media link (GXL)
Personal
characteristics
PurchasesPrint
GfK Software
GfK TV meter
Mobile
n=2,900
Online
n=4,900
Radio
GfK App
GfK Consumer Scan
GfK Fashion panel
TV
n=3,350
GXL Panel
n=5,950
GfK media questionnaire
Panel used for Purchase
Journey studies:
GfK Crossmedia Link (GXL)
Single source measurement
of media behaviour and
purchases.
Passively measured on
individual level.
The changing purchase journey
Consumers’ use of
multiple touchpoints
and devices has
resulted in a highly
complex path to
purchase.
2. Active evaluation
4. Post purchase Experience*
3.
Moment of
purchase
1.
Initial
consideration set
* Not part of purchase journey
Health Insurance
Car insurance
Toys
Mobile subscriptions
Jeans Sneakers
Purchase Journey
studies describe &
visualize buyer
behavior from coming
into market up to
buying.
Sneakers Jeans
Measure online
and offline
research
Identify potential
buyers
?
Measure
purchase specs
Combine all info
and report
?
Create a single source dataset by integration of all touchpoints
How Purchase
Journey’s studies
are created
Key Insights
0%
20%
40%
60%
80%
100%
% Bought online
Online plays dominant role in today’s journeys
Health
Insurance
Mobile
providerCar InsuranceToys Sneakers Jeans
0%
20%
40%
60%
80%
100%
% Research
20%
40%
60%
80%
100%
0%
% Type of research
Online only Online + offline Offline only
Big differences per Journey in number of actions &
days active
# online actions # offline
actions
0
5
10
15
20
25
# of actions
# online actions # offline actions
Health
Insurance
Mobile
providerCar InsuranceToys Sneakers Jeans
Telco Health Insurance
Car insurance Toys
Sneakers Jeans
0
2
4
6
8
10
# of active days
Telco Health Insurance
Car insurance Toys
Sneakers Jeans
The more complex a product, the more multi device
behaviour
35%
30%
25%
20%
15%
10%
5%
0%
% multidevice
Telco Health Insurance
Car insurance Toys
Sneakers Jeans
Health
Insurance
Mobile
providerCar InsuranceToys Sneakers Jeans
0%
10%
20%
30%
40%
50%
% Smartphone
Telco Health Insurance
Car insurance Toys
Sneakers Jeans
70%
60%
50%
40%
30%
20%
10%
Preference as metric works for telecom
providers, not so much for predicting sales of
sneakers & health insurance% bought @ preferred supplier
Health
Insurance
Mobile
providerCar InsuranceToys Sneakers Jeans
New generations will drive use of search &
Smartphone further in the near future
58%
61%
38%
48%
51%
73%
66%
45%
61%
61%
PJ Telco
PJ Health insurance
PJ Car insurance
PJ Toys
Average
% use of search
30+ 18-29 years old
36%
25%
12%
33%
27%
45%
35%
27%
52%
40%
PJ Telco
PJ Health insurance
PJ Car insurance
PJ Toys
Average
% use of smartphone
30+ 18-29 years old
# s
up
plie
rs c
on
sid
ere
d d
uri
ng
jo
urn
ey
# actions
More suppliers considered relate to more actions
Health
Insurance
Mobile
providerCar InsuranceToys Sneakers Jeans
Key
Take Outs
Preference for
a brand or
retailer is often
not resulting in
fair share of
sales
The longer a
journey, the
more devices are
used
Search often happens
on smartphones and
has a specific role in a
journey
Younger
generations will
drive smart
phone use &
search to higher
levels
Higher commitment
results in more
complex purchase
journeys
The changing purchase journeySome key facts
Deep dive:
Mobile telecom
subscriptions
Role of brand in a journey
About 23% of the
buyers did not know
they were going to
close a new contract
up to 3 months
before
They consider 1.6
providers upfront.
34% of the buyers,
did not buy at their
preferred provider
claimed at the start
of their Journey
23% 34%1.6
Provider X brand dynamics
Consideration set
Initial – Real – Eventual
Consideration set
Preference - Purchase
0%
0%
0%
1%
3%
3%
5%
6%
13%
14%
21%
34%
Website Keyword
TV/Radio programs
Website Manufacturer
Visit Retailer
Call with provider
Visit Provider
Reading brochures
Website Comparator
Discuss with family/friends
Website Retailer
Search
Website Provider
0%
0%
1%
1%
2%
4%
5%
6%
13%
14%
22%
31%
Website Keyword
Website Manufacturer
Call with provider
TV/Radio programs
Visit Retailer
Visit Provider
Website Comparator
Reading brochures
Discuss with family/friends
Website Retailer
Search
Website Provider
0%
0%
2%
2%
3%
3%
3%
4%
9%
12%
23%
40%
Website Keyword
Website Manufacturer
TV/Radio programs
Call with provider
Website Comparator
Visit Retailer
Reading brochures
Visit Provider
Website Retailer
Discuss with family/friends
Search
Website Provider
Provider website and search are common first
actions in the journeyFirst action
Light researcher Medium researcher Heavy researcher
Average journey Mobile Telecom
Clickstream
All
researchers
Finished in
21 actions
4 on smartphone
29 days
83 minutes
49 online
34 offline
Search
Comparator
website
Provider
website
Manufacturer
website
KRD website
Read brochures
Retailer website
Visit provider
store
Visit retailer
store
Discuss with
family / friends
Call with
provider
1.1
1.1
1.1
1.1
1.2
2.1
2.1
4.13.1
2.1
5.1
1.2
1.3
1.2
3.1
1.1
1.1
1.1
2.2
3.1
1.4
Provider sites are not successful in attracting
consumers using generic or device related search
queries
20% 24%
5%
15% 11%
73%36% 23%
8%
4%
1%
28%38%
13%
0%
20%
40%
60%
80%
100%
Generic search terms(n=446)
Device search terms(n=868)
Provider search terms(n=688)
Comparator website Provider website Retailer website
Manufacturer website KRD website Search
Websites type visited after using search
Key take outs
People are
relative loyal to
the provider in
Mobile
subscriptions
Visiting a
Provider Website
or a Search
Engine are most
common first
actions
In the average
journey search is
mostly used in the
first half, offline
actions more in
the second phase
Search is mostly
device related i.e.
“deal Samsung
Galaxy”
The changing purchase journeySome key facts
Deep dive:
Purchase
journey
Sneakers &
Sport Shoes
74%
26%
12%
R.O.P.O.
Purchase
32%
Offline
Online
2/3 of the offline purchases with research involves an
online component
31%37%
Research for offline purchase
Online
Online & Offline
Offline
55%33%
Research for online purchase
Online
Online & Offline
Offline
Role of brand in a journey
About 65% of the
buyers did not know
they were going to
buy sneakers up to 3
months before
They consider 2.7
retailers upfront.
65%
84% of the buyers,
did not buy at their
preferred retailer
claimed at the start
of their Journey.
84%2.7
Day 1 473
hm.com
Type website
Brand
Generic retail
Sneaker specialist
Sports retailer
Pure player
Comparison
Discount/affiliates
Inspiration
Social media
Activity
Website
Search
Offline research
Visited Intersport
Visited adidas
11 12 15 19 26 33 41
“Nike air vapor
advantage heren”
“zalando”
zalando.nl
“brejaart breda tennisschoenen”
decathlon.nl
footlocker.nl
perrysport.nl
aktiesport.nl
adidas.nl
adidas.nl
omoda.nldecathlon.nl
47 days10 website visits
8 unique websites
Sports shoes
Online
€27
42 minutes15 research actions 52 years old
Average education
Low income
Single person household
City > 100,000
Reason:
Low prices
Retailer:
Reason:
Good experience with this brand
Brand:
n=1 example of a real journey
24% used their smartphone to do research
Devices used in research
18%
13%
2%
0%
25.6% 15.5%
15.8%
3.8%
0.3%
4.1% 4.3%
24.0%Used smartphone (excl. apps)
33.7%Used desktop
24.5%Used tablet (excl. apps)
69.4%Used online
Two thirds of brand related search terms consist ofboth brand name and product name
Search including brand term
(76% of total search)
Brand name(e.g. adidas or
Nike)
Product name(e.g. stan smith or air
max)65%
12%
23%
Brand name and product name in search
Only product name in search
Only brand name in search
Key takeaways
Preference for
retailers does
not predict
sales
Search is used
most intensively
on smartphones
Branded search is
by far biggest
Use of mobile
devices (tablet &
Smartphone) is
higher than fixed
devices
Contact
+31 6 23 19 89 36
Consultant Media
Marcel Buskermolen
For more information please contact your Google contactperson
