Unpacking the Digital Shopper
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Transcript of Unpacking the Digital Shopper
1 © GfK Belgium | The Voice of the Patient | Febelmar
Unpacking the Digital Shopper The status of e-commerce in Belgium
GfK Belgium, Ecommerce Summit, 17 february 2017
2 © GfK Belgium | The Voice of the Patient | Febelmar
BeCommerce
Market Monitor
3 © GfK Belgium | The Voice of the Patient | Febelmar
Consumer Jury Panel (Continuous)
Consumer Scan Panel
(Continuous)
Point of Sales Panel
(Continuous)
Consumer Research
(Ad Hoc)
BeCommerce Market Monitor
4 © GfK Belgium | The Voice of the Patient | Febelmar
E-commerce in Belgium
…
2015
€ 8,2 billion
2016 …
# 80,9 million
Action Signal …
14%
5 © GfK Belgium | The Voice of the Patient | Febelmar
E-commerce in Belgium
€ 6,7 billion
2015 (Q1 – Q3)
€ 6,1 billion
2016 (Q1 – Q3) # 62,2 million
# 58,6 million
Action Signal 16%
14%
+9,7% +2pt +6,2%
6 © GfK Belgium | The Voice of the Patient | Febelmar
Will we have reached €9 billion in 2016?
7 © GfK Belgium | The Voice of the Patient | Febelmar
Where does the money come from?
8 © GfK Belgium | The Voice of the Patient | Febelmar
Electronics & Appliances
Leisure & Events
Telecom Fashion
Insurances Sports & Recreation
Health & Beauty
Travel
Computers & Accessories
Food & Near food
Home & Garden
Media & Entertainment
Toys
BeCommerce Market Monitor
9 © GfK Belgium | The Voice of the Patient | Febelmar
Services € 3,8 billion
Products € 2,8 billion
Where does the money come from?
10 © GfK Belgium | The Voice of the Patient | Febelmar
Services €3,8 billion
38% Single airline tickets and
accommodation
84% online share
19% Tickets for
attractions & events
72 % online share
37% Package
travel
64 % online share
11 © GfK Belgium | The Voice of the Patient | Febelmar
Products €2,8 billion
16% Telecom
30% online share
15% Clothes
12% online share
11% Media &
Entertainment
44% online share
9% Shoes & Personal Lifestyle
16% online share
9% Home & Garden
7% online share
12 © GfK Belgium | The Voice of the Patient | Febelmar
28%
50%
BeCommerce Market Monitor, Share of devices in % of the online purchases, Q3 2016
Mobile share of purchases on the rise 9%
9%
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35%
55%
BeCommerce Market Monitor, penetration of purchasing via device X, Q3 2016
Smartphone purchase penetration overtakes the tablet 16%
14%
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€ 61 Disrupted mobile shopping behavior
€ 112
€ 112
Average online basket value
BeCommerce Market Monitor, Q1-Q2 2016, GfK Belgium
15 © GfK Belgium | The Voice of the Patient | Febelmar
Why do we shop online?
Save Money
51%
Save time
31%
Better selection
20%
16 © GfK Belgium | The Voice of the Patient | Febelmar
Why do we shop offline?
Delivery cost
52%
Prefer to see the product in-person
47%
Security of personal details
38%
17 © GfK Belgium | The Voice of the Patient | Febelmar
The Belgian shopper has a lower online-only attitude compared to the average European shopper
“I can shop for nearly 100% of the products /services I need online.”
“Traditional retail stores are much less important in my shopping than a few years ago.”
“I can see a future where traditional retail stores are not a big factor in how I shop.”
WORLD EUROPE
47%
45%
43%
41%
40%
35%
24%
24%
18%
18 © GfK Belgium | The Voice of the Patient | Febelmar
Yet increasing online efforts point towards a digital
evolution
38% Researching products on the internet
32% Comparing prices from
different stores
36% Using the internet to
find products I want
“Doing more of” vs. last year (BE)
19 © GfK Belgium | The Voice of the Patient | Febelmar
!
!
The smartphone as a purchase channel
The smartphone as a device to pay
The smartphone has increased its relevance
Crest and the Crest logo are registered trademarks of Proctor & Gamble
The smartphone as a shopping assistant !
20 © GfK Belgium | The Voice of the Patient | Febelmar
THE SMARTPHONE AS A SHOPPING
ASSISTANT
34% - gather info about products 31% - compare prices
24% - locate stores
20% - check availability in stores
21 © GfK Belgium | The Voice of the Patient | Febelmar
THE SMARTPHONE AS A SHOPPING
ASSISTANT
4 in 10 Belgians indicated they have bought a product in a traditional store after looking it up on their smartphone
22 © GfK Belgium | The Voice of the Patient | Febelmar
Positive evolution of mobile payment
“I Prefer to make payments with my mobile device.”
“Payments with my mobile device are easier than other payment methods .”
“Payments with my mobile device are faster than other payment methods .”
% of shopper agreeing (top2 boxes)
18%
13%
17%
15%
11%
12%
2015
2016
23 © GfK Belgium | The Voice of the Patient | Febelmar
Pay by Selfie
more CONVENIENT
92%
more SECURE
83% Pay by
Fingerprint
Payment via Identity Check
Source: http://www.zdnet.com/article/pay-by-selfie-pay-by-fingerprint-coming-your-way-soon-after-mastercards-dutch-experiment/)
24 © GfK Belgium | The Voice of the Patient | Febelmar
Key take aways
Bert Hendrickx Digital Market Intelligence
GfK Belgium | @GfK [email protected]
@bhendrickx88
Mobile payments are not there yet
E-commerce in Belgium is becoming mature
Our mobile assistant disrupts how we shop on- and offline
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