Vertical-Purchase Funnel Analysis

7/22/2019 Vertical-Purchase Funnel Analysis

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SwedenTechMedia Touchpoints in the Consumer Path to Purchase

Date: Dec 2011


2/36

Agenda

Methodology

Purchase behaviour

Research behaviour

Summary

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MethodologyVertical Deep Dive Tech Sweden

Target group: Internet user in Sweden, 14 years and older

Sample: N=1,000 internet user

Methodology:

Online questionnaire

Representative weighting by age, gender, education, income, frequency ofonline access, frequency of online purchase, usage of YouTube

Period of analysis:

Fieldwork: from November 11th to November 24th 2011

Final report: December 8th, 2011

Research company: TNS Infratest

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Products under analysis

The following report provides insights on the purchase and research

behaviour in different product categories out of the Tech vertical

TV(e.g. LED TV, LCD TV,Plasma TV, etc.)

Home appliances(e.g. refrigerators, vacuum cleaners,

washing machines, cookers, air-conditioning, irons, etc.)

Computer hardware(e.g. desktop PCs, laptops, printers, etc.)

Photo/Video(e.g. digital cameras, camcorders,

digital photoframes, etc.)

Mobile devices(e.g. mobile phones, smartphones,

communicators, tablets, etc.)

Audio & Video equipment(e.g. audio-systems, home theatresystems, MP3 and MP4 players, DVD-/Blu-ray players, etc.)

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55

Purchase behaviour


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Mobile Devices

Home appliances

Computer Hardware

Photo/Video

TV

Audio & Video equipment

13%

9%

9%

4%

7%

4%

11%

8%

9%

6%

4%

18%

16%

13%

10%

12%

9%

16%

10%

12%

13%

10%

9%

58%

43%

42%

34%

33%

27%5%

Shopping in the past

When did you last buy the following products?

All respondents

Significant purchase shares regardless of category more than half of

the Swedish onliners bought mobile devices in the past 24 months

Past 6 months Past 12 monthsPast 3 months

On average 2categories were

bought within the last24 months

Q3: When did you last buy any products out these categories?Base (weighted): All respondents n=1,000; answer categories more than 24 months ago /never / Dont know not shown

Past 24 months

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Online

Retailer web shop

Producer web shop

Online market place

Online auctions

Offline

Mass retailer/hypermarket

Producer store

Specialized store/retailer

Delivery service

31%

20%

3%

5%

2%

64%

47%

5%

4%

4%

31%

18%

5%

2%

2%

62%

42%

9%

3%

2%

How did you make your latest purchase?

Shopper of the past 24 months per category

Place of last purchase

Tech sales are driven by retailers: mass retailer stores (e. g. Mediamarkt)are across the board the most frequently chosen purchase channel,retailer web shops on 2nd position

Q4:Thinking about the last time you made a purchase in each of the following product categories. How did you actually purchase? Base (weighted): Shopperper category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answercategories Other online / Other offline / Dont know not shown

PC

hardware

Photo/

Video TVMobile

devices

Home

appliances

Audio/Videoequipment

31%

19%

4%

2%

2%

65%

56%

4%

2%

1%

30%

19%

3%

1%

5%

65%

51%

3%

4%

5%

17%

12%

2%

1%

0%

80%

63%

6%

6%

1%

14%

9%

2%

2%

1%

81%

57%

4%

13%

3%

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PC/laptop at home

Tablet PC

Mobile/smartphone

Laptop/netbook on the go

Devices for online purchases

Which devices have you already used in order to purchase online?

Online shopper of the past 24 months

Q9: Which of the following devices have you already used in order to make an online purchase?Base (weighted): Online Shopper n=301; answer category Don know not shown

74% 27%

3%27%

More than one fourth of the online shoppers of the past 24 months

have already used a mobile or smartphone to make an online purchase

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Budget of last purchase

5% 9%27% 16% 20%

34%

5%10%

19% 41% 24%

29%

25%

24%

17%

21%24%

14%

29%

29%

8%

7%11%

5%

26% 20% 22%

5%1% 3%

How much did you spend on your latest purchase?


Q5: And how much money did you approximately spend? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Videon=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Dont know not shown

7.500 SEK and more

5.000-7.499 SEK

2.500-4.999 SEK

1.000-2.499 SEK

less than 1.000 SEK

PC

hardware

Photo/

VideoTV

Mobile

devices

Home

appliancesAudio/Video

equipment

TV sets, PC Hardware and Home appliances are the categories with

the highest average spendings in the past 24 months

6,100 SEK 2.300 SEK 2.900 SEK 5.800 SEK 2.700 SEK 5.700 SEK


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Mobile Devices

Computer Hardware

TV

Home appliances

Audio & video equipment

Photo/Video

21%

19%

17%

16%

10%

10%

24%

20%

15%

20%

21%

16%

22%

32%

21%

26%

31%

38%

52%

37%

46%

53%

54%

46%

Shopping within the next 12 months

Somewhat likelyVery likely

Do you plan to buy tech productsin the next 12 months?All respondents

How likely is it that youll makeyour purchase online?Purchase intender

31% dont plan any techpurchase in the next 12 months

Q10: Do you plan to buy any products out of the following product categories within the next 12 months? Q11: How likely is it that you will make your purchase(s)online? 5-point-scale: (1) Very likely (5) Very unlikely; Base (weighted): All respondents n=1,000/ Purchase intender: Mobile Devices n=213; PC Hardwaren=193; Home appliances n=158; TV n=172; Photo/Video n=101; Audio&Video equipment n=104

69% of the Swedish onliners plan a tech purchase in the next 12months. Highest purchase intention for mobile devices more than onethird of the purchase intenders per category plan to purchase online.

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Replacement of my

old product

I looked for new

features

I didnt have thisproduct previously

New product to the

market

Change of brand

TV

Audio & Videoequipment

Photo/Video

PC hardware

Mobile devices

Home appliances

Triggers for Purchase


Triggers for purchase

Q6: Which of the reasons listed below best represents your motivation for making your latest purchase? Base (weighted): Shopper per category: TV n=330; Audio/Videoequipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Other / No answer not shown

0% 20% 40% 60% 80% 100%

Replacing old with new and more advanced products is the dominant

motive for tech purchases buying products not owned so far mostlikely in the categories audio and video equipment or photo and video

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It is available 24 hours and 7 days a week Convenience

Large and complete assortment Assortment/Clarity

Easier to compare prices Prices/Payment

Lower prices than offline Prices/Payment

Presence of customer reviews from other people PersonalAdvice

Special promotions online Prices/Payment

No long queues like in the store / supermarket Convenience

It is fast and it is a gain of time Convenience

Easier to compare products Convenience

You can shop from anywhere Convenience

49%

45%

43%

42%

37%

37%

36%

36%

34%

32%

Drivers for buying online

Drivers for buying online - Top 10

All respondents

Convenience and assortment advantages are the most frequentlystated reasons for buying online apart from this obviously pricecomparison and good pricing in general are important aspects as well

Q7: What are from your perspective reasons for buying products on the internet? Base (weighted): All respondents n=1,000

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I want to see or touch the products therefore I buy life in a store Convenience

Recommendation/ expertise of a salesperson is appreciated Personal Advice

I dont want to pay for delivery Prices/Payment

I dont trust online payment Prices/Payment

Security concerns in general Convenience

I like the shopping experience, it gives me a good feeling Convenience

Im used to buy those things in a store Convenience

I want to try the product before I buy it Convenience

Range is very high so its too complicated to find my products Assortment/Clarity

I cannot return the product if Im not satisfied Convenience

44%

40%

25%

24%

23%

22%

22%

18%

17%

14%

The lack of physical product experiences as well as the need for personal

consultancy are clearly the main barriers constraining online purchase

Barriers for buying online

Barriers for buying online - Top 10

All respondents

Q8: What are from your perspective reasons for NOT buying products on the internet? Base (weighted): All respondents n=1,000

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Have you ever commented on a product online?

All respondents

Product promotion online

One third of the onliners have already communicated about products

on the internet liking products on facebook is most popular

Liking it on facebook21%

Becoming a fan of a product /brand on facebook13%

Writing a review on a reviewor comparison site

Tweeting the product2%

Following a product / brandon twitter

2%

Yes33%

No67%

13%

Q14: Have you ever promoted a product online by ? Base (weighted): All respondents n=1,000

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Clear return options

Existence of a phone number

Clear after-sales services

Availability of all relevant contact details

Usability / ease of use of the websitePresence of well-known, trustable brands

Seals of approval and quality

Speed of delivery

Wide range of products

There is a physical address in Sweden

Free shipping costs

Consumer reviews and comments

Availability of special online offers

Real life recommendations

Internet recommendations

Presence of offline stores nearby

The local domain name is .se

Fun on the website: presence of videos & games

Characteristics of an online shop

How important are the following features of online shops for you?All respondents

0% 20% 40% 60% 80% 100%

Q13: How important are the following characteristics of online shops for you? On a 5-point scale from 1-very important to 5-very unimportant.Base (weighted): All respondents n=1,000

Top 2: very important and importantcharacteristics of e-shops

Designing comprehensive customer services (clear return options and after-sales service, offline contact details) is a core factor for successful online shops trust building (brands, quality seals) contributes too

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Wrap up purchase behaviour

1

In the past 24 months Swedish onliners purchased on average in two tech

categories mobile devices are most popular in this respect and were bought by

every second onliner.

2Online purchase is an established purchase method across all tech categories.

Retailer websites are the 2nd most important channel for tech purchases only

retailer stores score better in this respect.

3

Online will rise its importance as a sales channel: every second purchase

intender in the categories computer hardware, photo/video, audio and videoequipment states that it is likely that he will make his next purchase online.

4Mobile commerce somewhat established as well: 27% of the onliners who

bought tech products online in the past 24 months have already made a

purchase via smartphone this equals about 8% of all onliners.

5Enhancing online product experiences and online product presentations in

combination with giving relevant product advice or category recommendationscan contribute in order to further push online as a sales channel.

6Comprehensively designed customer services (clear return options, after-sales

services, availability of offline contadct details), user-friendly navigation and

trust-building (brands presence) are core factors for successful online shops.

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17

Research behaviour


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Computer hardware

TV

Photo/video


Home appliances

Mobile devices

General research behaviour

Q15: How often do you inform yourself about products out of the following categories before you decide to buy? Q16: And how often do you use the internet to inform yourselfbefore you buy products out of the following categories? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardwaren=424; Mobile devices n=575; Home appliances n=432; answer categories Seldom / Never / Dont know not shown

Almost every shopper of the past 24 months researched prior to purchase

and the vast majority used the internet as an information sourceDid you use the internet forpre-purchase research?Shopper of the past 24 months

Did you research prior toyour latest purchase?Shopper of the past 24 months

90%

89%

87%

86%

86%

86%

86%

79%

78%

81%

80%

81%

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Computer hardware

TV

Photo/video


Home appliances

Mobile devices

86%

79%

78%

81%

80%

81%

ROPO effect visible: across all categories the majority of the online

researchers made their subsequent purchase offline

Where did you buy?Shopper who researched online

Did you use the internet forpre-purchase research?Shopper of the past 24 months

Research onlinepurchase?

Q16: And how often do you use the internet to inform yourself before you buy products out of the following categories? Base (weighted): Shopper per category: TV n=330;Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Seldom / Never / Dont know notshown Q4: Thinking about the last time you made a purchase in each of the following categories. How did you actually purchase them? Base (weighted): TV n=262; Audio/Videoequipment n=221; Photo/Video n=267; PC hardware n=363; Mobile devices n=466; Home appliances n=345; answer category Other / Dont know not shown

34%

19%

32%

32%

16%

34%

63%

79%

63%

63%

81%

60%

Online

Offline

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PC/laptop at home

Tablet PC

Mobile/smartphone

Laptop/netbook on the go

Mobile research receives already significant shares one out of four

online researchers used a mobile device for pre-purchase research

85% 24%

4%25%

Channels online search

Which devices did you use for researching product information online?

Shopper of the past 24 months who researched online

Q17: Youve stated that you at least sometimes use the internet to inform yourself about products out of the following categories . Which of the following devices did you use forgetting product information on the internet? Base (weighted): Researchers in one of the product categories, at least sometimes n=700; answer category Dont know not shown

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TV

Audio & Video equipment

Photo/Video

Computer hardware

Mobile devices

Home appliances

Base: Respondents who purchased in the categories within the last 24 months and used online or offline touch points in the research process; TV n=330; Audio/Video equipmentn=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432

53%

59%

56%

61%

58%

51%

45%

37%

43%

46%

48%

47%

68%

68%

68%

78%

70%

65%

60%

52%

56%

56%

56%

60%

offline touch points used in the respective stage of research funnel

24%

33%

28%

28%

26%

28%

55%

41%

52%

50%

52%

49%

online touch points used in the respective stage of research funnel

Research funnel:Online vs. offline search

Research funnel

Shopper last 24 months per category

Intensive research Final decisionInitial research

Online sources are used for initial and intense research prior to purchase

when it comes to decision-making offline information gains importance

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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedTV within the last 24 months and used online touch points in the research process: initial research n=226, intensive research n=173, final decision n=80

Website of retailer/ distributor

Product or price comparison sites

Search Engine

Website of contractor/ brand manufacturer

Consumer reviews on the internet

Newsletter

Online blogs/ online forums

Video portals (e.g. YouTube)

Social networking

Online research funnel: TV

O

nlinetouchpo

ints

Intensive Research Final DecisionInitial Research

Retailer websites, comparison sites and search engines are the mostfrequently used sources in the online research process on TV sets

54%

46%

37%

25%

24%

7%

6%

4%

3%

41%

29%

29%

21%

24%

7%

3%

3%

5%

35%

24%

9%

10%

8%

1%

4%

3%

7%

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Sales person

Friends/ colleagues

Family members

Display in store

Advert in newspaper/ magazine

Article in newspaper/ magazine

TV advert

Radio program

Radio advert

TV program

Billboard

Offline research funnel: TV

Offlinetouchpoints

Professional in-store consultancy with the sales staff is by far thedominant and most important offline research source on TV sets


52%

29%

24%

19%

18%

12%

8%

5%

5%

4%

2%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedTV within the last 24 months and used offline touch points in the research process: initial research n=198, intensive research n=149, final decision n=181

58%

17%

26%

17%

15%

10%

6%

4%

2%

4%

4%

51%

8%

23%

6%

5%

1%

1%

0%

1%

0%

2%

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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased

Audio&Video equipment within the last 24 months and used online touch points in the research process: initial research n=187, intensive research n=161, final decision n=91


Search Engine




Newsletter



Social networking

Online research funnel:Audio & Video equipment

O

nlinetouchpoints


Various sources in use for online research on audio & video equipmentwith retailer websites and search engines in the lead

53%

45%

38%

31%

28%

12%

11%

7%

4%

37%

36%

30%

23%

29%

6%

11%

10%

5%

22%

13%

22%

16%

10%

3%

9%

1%

4%

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Sales person

Friends/ colleagues


Family members


Display in store

TV advert

Billboard

TV program

Radio program

Radio advert

Offline research funnel:Audio & Video equipment

Offlinetouchpoints

Word-of-Mouth either professional with a sales person or with family and friends isthe core offline information source on audio/video equipment


44%

30%

23%

22%

21%

19%

11%

11%

8%

6%

5%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased

Audio&Video equipment within the last 24 months and used offline touch points in the research process: initial research n=143, intensive research n=100, final decision n=112

57%

30%

20%

24%

16%

15%

8%

9%

12%

6%

7%

45%

16%

0%

27%

4%

4%

0%

0%

0%

2%

3%

25


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26

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedPhoto/Video within the last 24 months and used online touch points in the research process: initial research n=233, intensive research n=189, final decision n=95

26



Search Engine





Social networking

Newsletter

2626

Online research funnel: Photo/Video

O

nlinetouchpoints


Comparison and retailer websites are the top online sources for researchon photo/video, search engines leading to them are quite strong as well

48%

46%

41%

29%

22%

13%

8%

5%

5%

39%

34%

32%

27%

30%

9%

6%

3%

5%

28%

25%

15%

12%

11%

4%

2%

0%

2%


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Sales person

Friends/ colleagues

Family members


Display in store


Radio advert

TV advert

Billboard

TV program

Radio program

Offline research funnel: Photo/Video

O

fflinetouchpoints


44%

35%

29%

26%

23%

13%

9%

7%

6%

5%

2%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedPhoto/Video within the last 24 months and used offline touch points in the research process: initial research n=190, intensive research n=145, final decision n=177

57%

30%

23%

10%

20%

9%

7%

6%

5%

3%

7%

51%

14%

25%

0%

4%

2%

2%

0%

2%

0%

0%

WOM is the most important offline source: either professional or withfriends/family. In-store displays + print ads contribute for initial research

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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedComputer hardware within the last 24 months and used online touch points in the research process: initial research n=329, intensive research n=257, final decision n=117



Search Engine




Newsletter

Social networking


Online research funnel:Computer Hardware

O

nlinetouchpo

ints


Retailer and comparison sites together with search engines are the coreonline information sources on computer hardware

48%

47%

40%

25%

24%

8%

8%

4%

4%

37%

37%

37%

27%

26%

9%

8%

3%

8%

35%

17%

13%

12%

12%

5%

2%

3%

1%

28


29/36

Sales person

Friends/ colleagues

Family members


Display in store


TV advert

Radio advert

TV program

Billboard

Radio program

Offline research funnel:Computer Hardware

O

fflinetouchpoints


51%

39%

30%

20%

15%

13%

8%

6%

4%

4%

3%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedComputer hardware within the last 24 months and used offline touch points in the research process: initial research n=235, intensive research n=194, final decision n=212

54%

30%

25%

14%

10%

17%

5%

3%

9%

8%

7%

49%

17%

24%

3%

2%

1%

0%

0%

2%

0%

1%

Both offline research and decision making on computer hardware isstrongly influenced by in-store consultancy from sales persons

29


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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedMobile devices within the last 24 months and used online touch points in the research process: initial research n=403, intensive research n=334, final decision n=150



Search Engine



Newsletter



Social networking

Online research funnel: Mobile Devices

O

nlinetouchpo

ints


Various sources in use for online research on mobile devices retailerand comparison sites as well as search engines are most relevant

43%

42%

41%

32%

28%

8%

7%

5%

3%

33%

37%

36%

29%

28%

4%

6%

5%

3%

21%

24%

14%

12%

20%

1%

5%

2%

0%

30


31/36

Sales person

Friends/ colleagues

Family members


Display in store


TV advert

Billboard

TV program

Radio advert

Radio program

Offline research funnel: Mobile Devices

O

fflinetouchpoints


50%

32%

29%

20%

18%

16%

9%

8%

4%

4%

3%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedMobile devices within the last 24 months and used offline touch points in the research process: initial research n=322, intensive research n=276, final decision n=298

58%

25%

25%

13%

5%

12%

5%

5%

6%

2%

5%

54%

12%

21%

2%

3%

1%

1%

2%

2%

0%

1%

Among the offline information sources personal consultancy from salesstaff plays an outstanding role throughout the path to purchase for TV sets

31


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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedHome appliances within the last 24 months and used online touch points in the research process: initial research n=283, intensive research n=219, final decision n=119



Search Engine




Newsletter


Social networking

Online research funnel: Home appliances

Onlinetouchpoints


Search engines play a major role for initial and intensive research on homeappliances, for decision-support retailer and comparison sites are strong

49%

45%

42%

24%

20%

6%

5%

4%

3%

35%

40%

36%

26%

24%

6%

4%

4%

1%

28%

27%

12%

13%

9%

4%

2%

4%

0%

32

Off f


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Sales person


Family members

Friends/ colleagues

Display in store


TV advert

Radio advert

Billboard

TV program

Radio program

Offline research funnel: Homeappliances

Offlinetouchpoi

nts

Professional consultancy is the top source in the offline researchprocess on home appliances, family members impact decision-making


46%

29%

23%

21%

20%

15%

7%

4%

4%

3%

3%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedHome appliances within the last 24 months and used offline touch points in the research process: initial research n=259, intensive research n=204, final decision n=211

61%

15%

16%

14%

13%

11%

5%

3%

4%

1%

4%

52%

6%

28%

7%

4%

2%

0%

0%

0%

1%

1%

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Wrap up research behaviour

1High information needs in the tech vertical: the vast majority of the shoppers

research prior to purchase and almost every shopper uses the internet as a

research source regardless of category.

2 Online research impacts offline sales: across the board 60% (or more) of theshoppers who researched online made their purchase offline (ROPO effect).

3Along the path from research to purchase online sources are particularly strong

for starting and intensifying research on tech products whereas final decisions are

predominantly supported by offline sources.

4 In comparison with offline sources in use for pre-purchase research onlineinformation sources are used on a higher level of variety.

5

Among the various online sources retailer websites, comparison sites as well as

search engines are predominantly used ahead of other sources such as

consumer review or manufacturer sites . Among the offline sources it is primarily

in-store consultancy or WOM with friends and family that contributes in the

research process.

6Stationary internet is still the most common device for online research. However,

mobile research share already established with about 24% of the online

researchers having used a smartphone for researching.

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Summary


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Management summary

1

Online purchase is an established purchase method in the tech vertical with retailerwebsites being the 2nd most important channel for tech purchases. However, overall

offline purchase is still the predominantly chosen purchase method with retailer stores inthe lead.

2Mobile commerce already with significant spread: about one fourth of the onliners who

bought tech products online in the past 24 months have already made a purchase via

smartphone this equals about 8% of all onliners.

3

Online research highly relevant in all product categories: 8 out of 10 tech shoppers of the

past 24 months used the internet for pre-purchase research. For starting and intensifying

research on tech products online information sources are clearly first choice and already

outpacing offline sources.

4 Online research drives offline sales: across the board 60% (or more) of the shoppers whoresearched online made their purchase offline (ROPO effect).

5Search engines are among the top frequently used sources for the actual online research

process with Google being clearly the most frequently used search engine. Almost half ofthe search engine users remember having clicked on ads on search and more than one

third made a purchase as a result.

6 Accordingly presence on search engines enables presence in the online research processand subsequently relevance for the offline purchase.3

Vertical-Purchase Funnel Analysis

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