1. The document describes a methodology for conducting online and telephone surveys in Belgium regarding internet usage and online shopping behavior. 2. Over 1,000 internet users completed an online questionnaire, and 366 additional internet users were interviewed by phone. 3. Results from the online survey were weighted based on the telephone survey to be representative of the 72% of the Belgian population that are online users.

1. Vertical Deep Dive Retail
Belgium

2. Methodology – Vertical Deep Dive Retail Belgium
• Target group: Internet user in Belgium, 14 years and older
• Sample: N=1,000 Internet user
• Methodology:
§ Online Questionnaire
§ Representative weighting by age, gender, education, income, frequency of online access,
frequency of online purchase, usage of YouTube
• Period of analysis:
§ Fieldwork: from April 11th to April 28th 2011
§ Final Report: May 20th, 2011
• Research company: TNS Infratest
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
2

3. Methodology – SRS Telephone Survey
• Target group: General population in Belgium, 14 years and older
• Sample: n=366 Internet users
• Methodology:
– CATI (Computer Aided Telephone Interviews)
– Collection of representative figures for the online population in terms of: age, gender, region,
education, frequency of online access, frequency of online purchase, usage of YouTube
• Period of fieldwork: February 15th – April 28th, 2010
• Research company: TNS Infratest
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
3

4. Weighting of the data
• Online surveys are usually conducted via online access panels.
• This is a widely accepted method and TNS Germany has sound experience with online surveys in
every respect.
• We’ve learned that respondents in online surveys can be seen as lead users, reflecting media- and
internet usage very well.
• However, respondents on panels tend to use the internet quite intensively and are usually media
inclined in general and internet inclined in particular.
• Therefore we applied a weighting process based on our representative offline telephone survey in
order to minimize this effect.
• Having applied the weighting procedure our survey is representative for the Belgian online
population aged 14+ which reflects 72% of the Belgian population aged 14+
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
4

5. Analysis of the data
Our study reflects 72% of the Belgian population aged 14+ or 100% of the Belgian online population
aged 14+.
SRS Telephone Survey
100%
72%
Belgian Population
aged 14+
Belgian Onliners
aged 14+
VDD Retail Belgium
100
90
80
70
60
50
40
30
20
10
0
100%
Belgian Onliners
aged 14+
100
90
80
70
60
50
40
30
20
10
0
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
5

6. Relevant Retail Products for Belgium
The following provides insights on the purchase and research
behaviour in different product categories out of the retail vertical
Consumer Electronics (e. g. TV, Hifi, MP3 player, iPod, DVD player …)
Retail
Domestic Appliances (e. g. fridge, washing machine, stove ...)
Entertainment (e. g. DVDs, CDs, …)
Clothing & Accessories (e. g. footware, trousers, shirts, ...)
Home Furnishings (e. g. sofa sets, racks, tables, ...)
Garden Equipment (e. g. DIY, tools, barbecue, ...)
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
6

7. Shopping Behaviour
7
7

8. Shopping in the Past
All categories receive significant purchase shares – obviously the purchase shares are in line with the
actual product life cycle
Shopping in the past 12 months
All Respondents
46%
Clothing & Accessories
Entertainment
Consumer Electronics
24%
14%
22%
17%
14%
14%
Garden Equipment
18%
12%
8%
Home Furnishings
8% 11%
9%
14%
Domestic Appliances
8% 9%
9%
Past month
14%
14%
8% 92%
10% 65%
17%
13%
15%
On average 3
categories were
bought within the
last 12 months
60%
51%
42%
39%
Past 3 months
Past 6 months
Past 12 months
Q103: When did you last buy or shop any products out of the following categories? Within the last month, the last 3 months, the last 6 months, the last 12
months, the last 24 months, more than 24 months ago or never?
Base (weighted): All Respondents n=1,000
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
8

9. Place of Purchase
Offline is the dominating purchase method in the analyzed retail categories – online purchase most
popular for entertainment products
Place of last Purchase
Shopper per Category
Consumer
Electronics
Online
Domestic
Appliances
11%
Entertainment
Clothing &
Accessories
16%
9%
12%
Home
Furnishings
10%
Garden
Equipment
7%
online shop producer / brand
3%
1%
3%
4%
3%
1%
online shop retailer / supplier
4%
3%
6%
3%
2%
3%
online auctions (e. g. Ebay)
2%
1%
3%
3%
2%
2%
classifieds (e. g. leboncoin)
2%
3%
3%
2%
1%
1%
77%
Offline
47%
specialized shop / retailer
27%
mass retailer
delivery service
3%
70%
76%
32%
52%
22%
2%
78%
35%
2%
74%
47%
24%
5%
77%
47%
42%
23%
1%
32%
2%
Q201:Thinking about the last time you made a purchase in each of the following categories. How did you actually purchase? Base (weighted): Shopper per
category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden
Equipment n=814; answer categories “Other online / Other offline / Don’t know” not shown
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
9

10. Likelihood for buying online
Online will rise its importance as a sales channel across all categories - esp. for everyday goods such
as clothes and entertainment products
Likelihood for buying online in the next 12 months
All Respondents
Clothing & Accessories
29%
16%
Entertainment
Consumer Electronics
Garden Equipment
21%
22%
12%
16%
9%
16%
Home Furnishings
6%
11%
Domestic Appliances
7%
10%
Very likely
50%
38%
29%
25%
18%
17%
Somewhat likely
Q202: How likely is it that you will make a purchase in the following categories online within the next 12 months? 5-point-scale: (1) Very likely – (5) Very
unlikely Base (weighted): All Respondents n=1,000
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
10

11. Drivers for buying online
Convenience (‘shop anywhere at any time’) and assortment (‘special,
not locally available products’) are important drivers for online shopping
Drivers for buying online - Top 10
All Respondents
It is available 24 hours and 7 days a week
38%
35%
Special promotions online
32%
Possibility to buy products not available in my home country
31%
Availability of special products which are hard to get offline
Convenience
Prices/Payment
Assortment/Clarity
Assortment/Clarity
Easier to compare prices
29%
Convenience
No long queues like in the store / supermarket
28%
Convenience
27%
Large and complete assortment
25%
Presence of customer reviews from other people
Assortment/Clarity
Personal Advice
You can shop from anywhere (e. g. from the office, from home)
23%
Convenience
Lower prices than offline
23%
Prices/Payment
Q205: […] What are from your perspective reasons for buying products on the internet?
Base (weighted): All Respondents n=1,000
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
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12. Barriers for buying online
Needs for consultancy and physical product experiences are top barriers – trust and habitual buying
behaviour constrain online shopping too
Barriers for buying online - Top 10
All Respondents
49%
I appreciate the recommendation and expertise of a salesperson
43%
I want to see or touch the products therefore I buy life in a store
Personal Advice
Convenience
I don’t trust online payment (stolen payment details)
31%
Prices/payment
I'm used to buy those things in a store
31%
Convenience
I don’t trust online payment (don’t trust that the product will be
delivered)
29%
Prices/payment
It is more complex to compare products
29%
Assortment/Clarity
I don’t want to pay for delivery
28%
Prices/payment
Security concerns in general
28%
Convenience
I like the shopping experience/it gives me a good feeling
26%
Convenience
Online shops charge too much for delivery
26%
Prices/payment
Q204: [...] What are from your perspective reasons for NOT buying products on the internet?
Base (weighted): All Respondents n=1,000
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
12

13. Importance Online Sales Promotion
Customer service (e. g. free shipping, after-sales support), website usability and brand presence are
crucial for pushing online sales
Importance Online Sales Promotion
Online Shopper
0%
20%
40%
60%
80%
100%
Free shipping costs
Clear after-sales services
Usability of the website
Top 2:
very important
and important
characteristics
of e-shops
Contact details
Presence of well-known brands
Availability of special online offers
Seals of approval and quality
Consumer reviews and comments
Printed information leaflets online
Physical address in Belgium
Offline stores near to my home
Presence of web-coupons
The local domain name is .be
Email newsletter
Q206: How important are the following characteristics of online shops for you? 5-point scale:(1) very important - (5) very unimportant
Base (weighted): Online Shopper n=276
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
13

14. Wrap up Purchase Behaviour
1
Offline is currently the most common purchase method across all analyzed retail product
categories – nevertheless visible growth potential for online in the future
2
The spread of online as a place of purchase differs per product category: already significant
shares for entertainment, expandable for garden equipment
3
Outstanding shopping experiences in terms of special offers, exceptional assortment and
perceived product quality can push online as a sales channel
4
In this respect service orientation, user-friendly design and trust building (brand presence,
quality seals) are core factors for successful online shops
5
Additional benefits can be derived from a variety of features such as consumer reviews,
availability of printed leaflets and local contact channels
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
14

15. Research Behaviour
15
15

16. General Research Behaviour
Across all categories high information needs prior to purchase – online research most popular for
consumer electronics and entertainment
Research
prior to purchase
Online research
prior to purchase
Shopper per Category
Shopper per Category
Consumer Electronics
79%
Domestic Appliances
76%
Entertainment
60%
Home Furnishings
59%
64%
61%
51%
43%
Garden Equipment
56%
42%
Clothing & Accessories
54%
42%
Q301: How often do you inform yourself about the following categories before you decide to buy? Q302: And how often do you use the internet to inform
yourself before you make a purchase in the following categories? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances
n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; answer categories “Seldom / Never / Don’t
know” not shown
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
16

17. Research Online – Purchase…?
ROPO effect visible in all retail categories: the vast majority of the shoppers who researched online
made their purchase offline
Research Online
Purchase Online vs. Offline
Shopper per Category
Shopper who research online
64%
Consumer Electronics
61%
Domestic Appliances
Entertainment
14%
77%
10%
79%
25%
51%
Home Furnishings
43%
Garden Equipment
42%
Clothing & Accessories
63%
14%
42%
72%
11%
78%
19%
70%
Online
Offline
Q302: And how often do you use the internet to inform yourself before you buy products out of the following categories? Q201: Where do you usually buy
products out of the following categories? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment
n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; Researcher per category: Consumer Electronics n=625, Domestic
Appliances n=559, Entertainment n=482, Clothing & Accessories n=414, Home Furnishings n=411, Garden Equipment n=344 answer categories “Seldom /
Never / Don’t know” not shown
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
17

18. Benefit of Online Research
Shoppers who research online prior to purchase regard the internet as a helpful tool for preparing
purchase decisions – regardless of category
Benefit of Online Research
Shopper who research online
Consumer Electronics
Domestic Appliances
27%
36%
23%
34%
37%
Garden Equipment
19%
29%
Entertainment
19%
Home Furnishings
17%
25%
Clothing & Accessories
16%
25%
Extremely helpful
37%
46%
26%
48%
49%
46%
Very helpful
97%
96%
93%
92%
91%
87%
Helpful
Q303: How helpful is the internet as an information source when it comes to deciding to make a purchase in the following categories?
Base (weighted): Shopper who research online per category: Consumer Electronics n=625, Domestic Appliances n=559, Entertainment n=482, Clothing &
Accessories n=414, Home Furnishings n=411, Garden Equipment n=344
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
18

19. Channels Online Search
Stationary internet is first choice for online research prior to purchase – however the mobile web
already receives noticeable shares
Channels Online Search
Shopper who research online
For getting product information on the internet, I used …
78%
a PC / laptop / netbook at home
a laptop / netbook on the go (e. g. with an USB surf-stick)
a mobile phone / smartphone
a tablet PC (e. g. Apple iPad, Samsung Galaxy)
12%
9%
7%
Q304: You’ve stated that you used at least one online information source in your research process. Which of the following devices did you use for getting
product information on the internet? Base (weighted): Shopper who research online n=740
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
19

20. Research Funnel: Online vs. Offline Search
Online plays an important role for starting and intensifying research -whereas final decisions are
usually prepared via offline sources
Research Funnel
Shopper last 24 months per Category
Initial Research
Intensive Research
Final Decision
Domestic Appliances
68%
53%
45%
52%
23%
Consumer Electronics
66%
51%
44%
53%
24%
47%
46%
56%
45%
34%
43%
22%
38%
Garden Equipment
51%
48%
34%
44%
19%
Clothing & Accessories
49%
48%
32%
42%
18%
Home Furnishings
48%
46%
33%
43%
19%
Entertainment
46%
44%
41%
online touchpoints used in the respective stage of research funnel
offline touchpoints used in the respective stage of research funnel
Base: Respondents who purchased in the categories within the last 24 months and used online or offline touchpoints in the research process
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
20

21. Online Research Funnel: Domestic Appliances
Search is the top online starting point for research on domestic appliances with high relevance for the
in-depth research as well
Intensive Research
Initial Research
Online Touchpoints
37%
42%
Online shops of producers/ brands
25%
21%
Consumer reviews on the internet
Online blogs and forums
13%
Video portals
12%
Editorial websites
11%
12%
Social networking sites
9%
14%
35%
30%
Product or price comparison sites
17%
34%
34%
Online shops of supplier/ retailer
16%
37%
50%
Search Engine
Final Decision
9%
14%
4%
22%
11%
6%
9%
3%
3%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased domestic
appliances within the last 24 months and used online touchpoints in the research process on domestic appliances: initial research n=356, intense research
n=237, final decision n=118
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
21

22. Offline Research Funnel: Domestic Appliances
Throughout the whole path from research to purchase personal consultancy from sales staff is the
preferred offline information source
Intensive Research
Initial Research
56%
Sales clerk in shop
Offline Touchpoints
29%
30%
Family members
Friends and colleagues
24%
Special magazines
20%
22%
12%
21%
Newspapers
TV – special television programs/shows
12%
Special books
17%
11%
10%
Radio
8%
6%
14%
26%
25%
TV – advertising/ commercial TV
55%
56%
37%
Information brochures
Final Decision
8%
12%
4%
9%
3%
4%
1%
3%
2%
2%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased domestic appliances within the last 24 months and
used offline touchpoints in the research process on domestic appliances: initial research n=276, intense research n=273, final decision n=246
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
22

23. Online Research Funnel: Consumer Electronics
Search engines are the most frequently considered online source for starting and intensifying research
on consumer electronics
Intensive Research
Initial Research
44%
51%
Search Engine
Online Touchpoints
Online shops of producers/ brands
37%
Product or price comparison sites
Online blogs and forums
Editorial websites
Video portals
Social networking sites
12%
9%
6%
15%
37%
22%
30%
24%
14%
19%
32%
29%
Consumer reviews on the internet
13%
38%
39%
Online shops of supplier/ retailer
Final Decision
13%
12%
9%
7%
11%
2%
3%
10%
4%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased consumer
electronics within the last 24 months and used online touchpoints in the research process on consumer electronics: initial research n=474, intense research
n=317, final decision n=175
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
23

24. Offline Research Funnel: Consumer Electronics
Consultancy from trustable sources (sales staff, friends & family) is crucial for preparing buying
decisions on consumer electronics offline
Intensive Research
Initial Research
57%
52%
Sales clerk in shop
Offline Touchpoints
26%
41%
Information brochures
Friends and colleagues
27%
24%
TV – advertising/ commercial TV
Newspapers
14%
TV – special television programs/shows
13%
Special books
9%
9%
12%
13%
7%
15%
6%
12%
1%
18%
12%
Radio
6%
23%
18%
Special magazines
56%
28%
28%
Family members
Final Decision
3%
2%
1%
2%
2%
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
24

25. Online Research Funnel: Entertainment
Among the online sources search engines play an outstanding role throughout the whole path to
purchase for entertainment products
Intensive Research
Initial Research
Online Touchpoints
Online shops of supplier/ retailer
Consumer reviews on the internet
12%
Social networking sites
11%
11%
12%
15%
Online blogs and forums
13%
20%
19%
Editorial websites
16%
24%
21%
16%
17%
29%
26%
Video portals
21%
23%
30%
Online shops of producers/ brands
Product or price comparison sites
42%
49%
Search Engine
Final Decision
18%
12%
9%
11%
3%
2%
4%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased entertainment
products within the last 24 months and used online touchpoints in the research process on entertainment products: initial research n=416, intense research
n=256, final decision n=163
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
25

26. Offline Research Funnel: Entertainment
Sales staff and information brochures create a first buzz; intensive research and final decision are
driven by sales staff, family and friends
Intensive Research
Initial Research
Offline Touchpoints
Sales clerk in shop
34%
37%
Information brochures
36%
23%
17%
25%
TV – advertising/ commercial TV
Radio
19%
11%
TV – special television programs/shows
19%
10%
Newspapers
18%
Special magazines
17%
Special books
9%
8%
12%
5%
24%
21%
Family members
44%
32%
31%
Friends and colleagues
Final Decision
12%
10%
8%
18%
3%
1%
1%
3%
1%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased entertainment products within the last 24 months and
used offline touchpoints in the research process on entertainment products: initial research n=332, intense research n=323, final decision n=279
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
26

27. Online Research Funnel: Garden Equipment
Search engines crucial for initial and intense research – for preparing final decisions online shops and
comparison sites are most influential
Intensive Research
Initial Research
45%
Search Engine
Online Touchpoints
Online shops of supplier/ retailer
39%
33%
Online shops of producers/ brands
32%
14%
27%
20%
30%
16%
Product or price comparison sites
Final Decision
21%
22%
21%
Consumer reviews on the internet
12%
Editorial websites
11%
Video portals
10%
Online blogs and forums
10%
8%
3%
8%
9%
2%
Social networking sites
16%
11%
5%
12%
2%
5%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased garden
products within the last 24 months and used online touchpoints in the research process on garden products: initial research n=299, intense research n=197,
final decision n=111
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
27

28. Offline Research Funnel: Garden Equipment
The sales staff is the dominant information source for offline research on garden equipment brochures and WOM contribute as well
Intensive Research
Initial Research
48%
Sales clerk in shop
Offline Touchpoints
Friends and colleagues
18%
Special magazines
18%
14%
TV – advertising/ commercial TV
Newspapers
11%
TV – special television programs/shows
10%
Special books
Radio
9%
6%
10%
34%
18%
Family members
52%
52%
37%
Information brochures
Final Decision
21%
9%
13%
24%
14%
8%
11%
7%
12%
5%
4%
1%
2%
3%
2%
2%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased garden products within the last 24 months and used
offline touchpoints in the research process on garden products: initial research n=282, intense research n=259, final decision n=267
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
28

29. Online Research Funnel: Clothing & Accessories
Search engines and online shops are the predominantly used online sources in the path from
research to purchase on clothing
Intensive Research
Initial Research
Online Touchpoints
Online shops of producers/ brands
Consumer reviews on the internet
7%
10%
Editorial websites
9%
Video portals
9%
Online blogs and forums
9%
23%
20%
16%
11%
21%
34%
33%
Social networking sites
16%
31%
37%
Online shops of supplier/ retailer
Product or price comparison sites
37%
42%
Search Engine
Final Decision
15%
10%
5%
8%
14%
3%
3%
5%
8%
6%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased clothing &
accessories within the last 24 months and used online touchpoints in the research process on clothing & accessories: initial research n=463, intense research
n=298, final decision n=169
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
29

30. Offline Research Funnel: Clothing & Accessories
Offline research on clothes starts in a shop or via brochures, family and friends gain importance for
intensive research and decision making
Intensive Research
Initial Research
Offline Touchpoints
Sales clerk in shop
42%
Information brochures
41%
Final Decision
44%
44%
30%
Friends and colleagues
23%
24%
Family members
22%
9%
24%
TV – advertising/ commercial TV
17%
Special magazines
16%
Newspapers
15%
TV – special television programs/shows
11%
Special books
8%
Radio
7%
9%
17%
10%
6%
8%
3%
14%
18%
2%
4%
1%
2%
1%
1%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased clothing & accessories within the last 24 months and
used offline touchpoints in the research process on clothing & accessories: initial research n=455, intense research n=395, final decision n=415
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
30

31. Online Research Funnel: Home Furnishings
High variety of online sources considered for information about furniture – search engines are the top
source for initial and intense research
Intensive Research
Initial Research
Online Touchpoints
Search Engine
38%
33%
Online shops of supplier/ retailer
37%
Final Decision
32%
30%
Online shops of producers/ brands
21%
Editorial websites
12%
11%
Online blogs and forums
12%
13%
Social networking sites
9%
Video portals
8%
17%
29%
17%
Consumer reviews on the internet
21%
32%
22%
Product or price comparison sites
11%
6%
12%
20%
8%
2%
9%
2%
6%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased home
furnishings within the last 24 months and used online touchpoints in the research process on home furnishings: initial research n=254, intense research n=176,
final decision n=101
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
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32. Offline Research Funnel: Home Furnishings
Offline research on furniture starts with brochures and sales staff – sales staff most important for
ongoing research and decision-making
Intensive Research
Initial Research
41%
Information brochures
12%
26%
Offline Touchpoints
39%
Sales clerk in shop
Final Decision
42%
46%
Friends and colleagues
23%
23%
Family members
22%
23%
Special magazines
20%
TV – advertising/ commercial TV
19%
Newspapers
13%
TV – special television programs/shows
12%
Radio
11%
Special books
6%
14%
10%
13%
9%
6%
8%
8%
22%
5%
2%
2%
2%
1%
1%
Q305: How did you first find out about the products / services you purchased in the last 24 months?
Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within
the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased home furnishings within the last 24 months and used
offline touchpoints in the research process on home furnishings : initial research n=244, intense research n=230, final decision n=220
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
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33. Wrap up Research Behaviour
1
2
3
4
5
6
High information needs across all categories: the majority of the shoppers research prior to
purchase, online research widely spread with differing intensity
A variety of different information sources – online as well as offline sources – are considered
in the single stages of the research process on retail products
Online sources are particularly strong in the initial as well as the intensive research phases –
final decisions are predominately supported by offline sources
Among the online information sources search has an outstanding position ahead of other
sources such as online shops, comparison sites and consumer reviews
Among the offline sources sales stuff and information brochures often create first awareness;
trust (WOM with family & friends, sales staff) is driving final decisions
Online research impacts offline sales: the vast majority of the shoppers who researched
online made their purchase offline (60-80% per category)
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
33

34. Management Summary
1
Offline shopping is the prevailing purchase method in the retail categories under analysis –
however, visible growth potential for online in the future
2
Online research drives offline sales: online research prior to offline purchase is very popular
across all categories (ROPO effect)
3
Accordingly presence in the online research process is crucial for relevance in the offline
purchase process
4
In the online research process search is the dominant tool for initial and intensive research:
search creates awareness and navigates to relevant sources
5
Presence on search engines enables presence in the online research process and
subsequently relevance for the offline purchase
Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 |
34