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Understanding the behaviour and response of online shoppers to advertising
- 1. Inside the eBuyer’s mind Understanding the behaviour and response of online shoppers to advertising
- 2. About the research • Developed an online questionnaire • On consumer shopping behaviour • On advertising response comparing ecommerce sites and social networks • Surveyed 1,500 European online shoppers • Research conducted in France, UK and Germany (February to March 2009)
- 3. Key insights • 82% of European online shoppers are spending more time shopping online in a recession • When they’re in the e-buying mindset, 60% of online shoppers are most receptive to advertising on ecommerce sites • In contrast, just 9% of European online shoppers pay attention to an ad when they’re on a social network
- 4. The Credit Crunch Shoppers are more active online Compared to six months ago, do you shop more / less online? Whilst shoppers across Europe are uniformly shopping more online, a significant 30% are shopping ‘a lot more’ online Attitude I shop more online 51% 55% 52% I shop a lot more online 33% 26% 30% I shop less online 15% 18% 15% I shop a lot less online 1% 1% 3%
- 5. Shopping Behaviours Shoppers are researching more Compared to six months ago, do you spend more / less time researching an item before you buy? On average, European online shoppers spend 87% more time researching online Attitude I spend more time 91% 88% 83% researching before I buy I spend less time 9% 12% 17% researching before I buy
- 6. Shopping Behaviours Shoppers’ needs are very distinct Which of the following best describes your behaviour when buying an item on the Internet? The key drivers for shopping: Trust / Value / Selection Attitude I spend time researching an 69% 66% 73% item online before I buy it I go straight to my favourite, 42% 41% 34% trusted shopping site I research the best price 41% 47% 52%
- 7. Purchase Trends Popular product categories Which of the following categories of products do you buy from the Internet?
- 8. Purchase Trends Trends across product categories Compared to six months ago, are you likely to buy items in the following categories more or less?
- 9. Advertising Impact Advertising needs to be contextual When are you likely to pay attention to an advertisement? Attitude When I’m on a shopping website looking to buy 61% 57% 61% something in a particular category When I’m using a search 37% 38% 41% engine When I’m on Facebook, 13% 6% 7% MySpace, etc. When I’m browsing a 18% 18% 12% portal like MSN or Yahoo
- 10. Advertising Impact Targeting helps increase effectiveness Which types of online advertising have prompted you to buy a product or service over the Internet?