Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Stili di acquisto e comportamenti online
del consumatore di oggi
Erica Fontana, Research Executive, Contactlab
Micaela Rai...
EUROPEAN DIGITAL BEHAVIOUR STUDY
• The study is defined by and for digital marketing
professionals
• The analysis is carri...
(NEW) INDEXES
EXI:
Ecommerce
Expenditure
Index
DOI:
Direct
Opportunity
Index
SOI:
Social
Opportunity
Index
LAI:
Luxury
Att...
METHODOLOGY
Represented universe:
Europe+ (Italy, UK, Germany, France, Spain, Switzerland): CAWI (Computer Assisted Web In...
E+DBS:CONTENT OVERVIEW
A
B
C
D
EF
G
H
I
E+dbs 2016:
30.500 cases
representative of
200M + of users
11 markets
90 questions...
INTERNET &
ECOMMERCE EVOLUTION
in Italy
INTERNET USERS
78%
Italian regular Internet users are
30,5 million people that equals to
the 78% of the populatio...
Italian internet users
ONLINE BUYERS
47%
Almost the half of the Italian Internet population
has made at least 1 online pro...
39.400
30.500
14.300
.000 INDIVIDUALS 16-65 y.o.
.000 INTERNET USERS
.000 ONLINE SHOPPERS
(36% on tot. pop / 47% on intern...
of internet users
surf the internet via
MOBILE DEVICES
(smartphone OR tablet)
69%
In the last four weeks, have you connect...
FOCUS ON
ONLINE ACTIVITIES
Email as most common
form of communication with
the highest user frequency
25,6 million individuals
use email weekly
Which...
Which of the following activities did you carry out over the last week? (%)
84
64 63
45 41
32 29
22
16 12
90
68 70
43
47
4...
Italian internet users
remain behind other
Eu+ countries
(UK on top)
25
13
22
12
23
15
17
21
13
36
Hyper-actives ++
Hyper-...
+300%
online shoppers
via sm.phone (vs 2013)
INCREASE
Which of the following activities did you carry out
over the last 12...
FOCUS ON
ECOMMERCE
…
In the last 12 months, have you purchased any
product (or service) of one of the following categories
of merchandise? (%...
AVG ONLINE EXPENDITURE
«FASHION»
513 €
Spent by 7,3 million individuals
+2,5 million vs 2015
598€576€ 433€
80 78
55 51
uk ...
«TRANSPORTATION»
381 €
Spent by 6,3 million individuals
+2,6 million vs 2015
AVG ONLINE EXPENDITURE
44 39 35 28
it uk fr d...
+56% vs 2015
Value of
online market
23,3 bn €
An Italian online shoppers
spend on average 1.626 € per
year with a signific...
COMMUNICATION CHANNELS:
EFFECTIVENESS AND OPPORTUNITY
TO ENGAGE VIA OWNED MEDIA
Facebook &
newsletters
registered the
highest
growth vs 2015
…and which are the most userful information channels for
buyi...
Social network
users in Italy
(23,8 million indiv.)
78%
Did you log in to your social network account to update your
statu...
1° place in Italy
& all over the EU
On which of the following sites do you have an account? (%)
at 2° or 3° place
82
49
46...
The opportunity to engage
VIA SOCIAL
NETWORKS
22
14
8
12
32
24
18
23
19
26
Committed
Open
Passive
Not disturb
Non user
242...
of Italian internet users
IS SUBSCRIBED TO
NEWSLETTERS
78%
Fashion and travel/tourism are among the
most popular topics
Ne...
Chat in Shanghai
Social Media in Korea
& Tokyo
Thinking about brands, companies or organizations that you like to
follow c...
The opportunity to engage
VIA
NEWSLETTERS
22 27
21 8
1
33
23
19
32
4 9Committed
Open
Passive
Opportunistic
Not disturb
Una...
of online shoppers
80%
Has gone to a store and has bought
a product reported in the newsletter 65%
50%
NEWSLETTER IMPACT O...
KEY FINDINGS
• Italy is lagging behind other countries but we foresee it will reach the other EU
countries in the next 4 y...
FIND OUT MORE!
Download
the extended abstract
of the research
(Italian version)
Access Insighthub
(DEMO version)
to create...
JOIN US
Do you want to be part of the 2017 edition?
Ask for more information at study@contactlab.com
or specify your inter...
Thanks!
Erica Fontana
Research Executive
Micaela Raimondi
Marketing & Communication Director
Prochain SlideShare
Chargement dans…5
×

SEND WEBINAR | Stili di acquisto e comportamenti online del consumatore di oggi

569 vues

Publié le

Il webinar che presenta i dati del nuovo European+ Digital Behaviour Study 2016, la storica ricerca firmata Contactlab che indaga il comportamento digitale della popolazione internet.

Publié dans : Marketing
  • Login to see the comments

  • Soyez le premier à aimer ceci

SEND WEBINAR | Stili di acquisto e comportamenti online del consumatore di oggi

  1. 1. Stili di acquisto e comportamenti online del consumatore di oggi Erica Fontana, Research Executive, Contactlab Micaela Raimondi, Marketing & Communication Director, Contactlab Milan, December 13th 2016
  2. 2. EUROPEAN DIGITAL BEHAVIOUR STUDY • The study is defined by and for digital marketing professionals • The analysis is carried out continuously on a EU basis plus four metropolitan areas outside of Europe • E+DBS is a useful research for merchants who need to understand and target their audiences
  3. 3. (NEW) INDEXES EXI: Ecommerce Expenditure Index DOI: Direct Opportunity Index SOI: Social Opportunity Index LAI: Luxury Attitude Index LCI: Luxury Consumption Index
  4. 4. METHODOLOGY Represented universe: Europe+ (Italy, UK, Germany, France, Spain, Switzerland): CAWI (Computer Assisted Web Interview) survey on ‘regular’ internet users aged 16 – 65, who connect at least once a week, regardless of the device and reason. Extra-EU markets (New York, Shanghai, Tokyo, Moscow/St Petersburg, Korea): CAWI survey on ‘online shoppers’ aged 16-65, who purchased/ordered online goods/services in the last year. Sample design: In the European countries, a representative sample was formed based on the latest data provided by the Eurostat – Information Society and by national bureaus of statistics. As regards the other extra-EU markets, have been used data from OECD and national bureaus of statistics. ITALY: Istat/ Eurostat Sample: 1.007 cases from independent panel provider + 21.581 merchant oversampling Interviewed between 8th April and 3rd May 2016 Average duration of interview: 20/25 minutes
  5. 5. E+DBS:CONTENT OVERVIEW A B C D EF G H I E+dbs 2016: 30.500 cases representative of 200M + of users 11 markets 90 questions F. E-CROSSBORDER AND EXPORT POTENTIAL H. PROFILE & ATTITUDE G. FASHION PURCHASES AND HIGH-END FASHION ATTITUDE E. ECOMMERCE AND CLICK & COLLECT B. INTERACTIVITY ONLINE AND DIGITAL ACTIVITIES A. DEVICES AND MOBILE EVOLUTION C. SOCIAL NETWORK AND BRAND INFLUENCE D. DIGITAL DIRECT MARKETING AND ITS EFFECTIVENESS I. CONSUMER SEGMENTATION AND INDEXES
  6. 6. INTERNET & ECOMMERCE EVOLUTION
  7. 7. in Italy INTERNET USERS 78% Italian regular Internet users are 30,5 million people that equals to the 78% of the population between 16 and 65 years* 65 69 74 78 30 40 50 60 70 80 90 100 2013 2014 2015 2016 UK de fr es Italy , data processed by Contactlab*Source
  8. 8. Italian internet users ONLINE BUYERS 47% Almost the half of the Italian Internet population has made at least 1 online product or service purchase in the last 12 months 34 40 43 47 30 40 50 60 70 80 90 100 2013 2014 2015 2016 UK de fr es Italy
  9. 9. 39.400 30.500 14.300 .000 INDIVIDUALS 16-65 y.o. .000 INTERNET USERS .000 ONLINE SHOPPERS (36% on tot. pop / 47% on internet users)
  10. 10. of internet users surf the internet via MOBILE DEVICES (smartphone OR tablet) 69% In the last four weeks, have you connected to the Internet for personal reasons with… (%) 87 28 13 2 82 42 19 3 83 55 24 6 76 62 31 11 PC/ laptop from home Smartphone Tablet SmartTv 2013 2014 2015 2016
  11. 11. FOCUS ON ONLINE ACTIVITIES
  12. 12. Email as most common form of communication with the highest user frequency 25,6 million individuals use email weekly Which of the following activities did you carry out over the last week? (%) 84 63 45 29 12 Email Social networking info-commerce Home-banking Online shopping
  13. 13. Which of the following activities did you carry out over the last week? (%) 84 64 63 45 41 32 29 22 16 12 90 68 70 43 47 43 60 31 17 39 89 60 63 40 39 28 42 28 8 22 IT UK DE
  14. 14. Italian internet users remain behind other Eu+ countries (UK on top) 25 13 22 12 23 15 17 21 13 36 Hyper-actives ++ Hyper-actives + Actives Passives - Passives -- 5139 30,5 million users (78%) 41,0 million users (98%) DII: Digital Interactivity Index
  15. 15. +300% online shoppers via sm.phone (vs 2013) INCREASE Which of the following activities did you carry out over the last 12 months via smartphone? (%) 25 21 23 8 39 34 35 13 52 46 46 21 58 54 52 29 Email info-commerce Social networking Online shopping 2013 2014 2015 2016 8,8 million individuals 17,7 million individuals
  16. 16. FOCUS ON ECOMMERCE
  17. 17. … In the last 12 months, have you purchased any product (or service) of one of the following categories of merchandise? (%) 1° 2° 3° 51 44 38 33 32 32 26 26 23 Clothing, fashion items Transportation Tech prod., electronics Tickets (events, etc.) Books (print) Holiday Mobile apps Household items E-books
  18. 18. AVG ONLINE EXPENDITURE «FASHION» 513 € Spent by 7,3 million individuals +2,5 million vs 2015 598€576€ 433€ 80 78 55 51 uk de usa it 513€ Shoppers and expenditure for fashion - international view (%)
  19. 19. «TRANSPORTATION» 381 € Spent by 6,3 million individuals +2,6 million vs 2015 AVG ONLINE EXPENDITURE 44 39 35 28 it uk fr de 509€465€615€381€ Shoppers and expenditure for transportation - international view (%)
  20. 20. +56% vs 2015 Value of online market 23,3 bn € An Italian online shoppers spend on average 1.626 € per year with a significant growth if compared to the previous years (avg 2015: 1.200 €)
  21. 21. COMMUNICATION CHANNELS: EFFECTIVENESS AND OPPORTUNITY TO ENGAGE VIA OWNED MEDIA
  22. 22. Facebook & newsletters registered the highest growth vs 2015 …and which are the most userful information channels for buying a product online? (%) 45 40 40 36 29 28 18 website of the product/ brand e-comm. sites with prod. info reviews on specialized websites price/ feat. comparison websites newsletter online forums, blogs (u.g.c.) Facebook page of prod./ brand …
  23. 23. Social network users in Italy (23,8 million indiv.) 78% Did you log in to your social network account to update your status, read or write messages, share photos, chat, etc. over the last 12 months? International view USE OF SOCIAL NETWORKS: 95 86 85 83 78 es uk de fr ita
  24. 24. 1° place in Italy & all over the EU On which of the following sites do you have an account? (%) at 2° or 3° place 82 49 46 34 33 22 Facebook Google+ Youtube Twitter Instagram LinkedIn followed by … 78% OF SOCIAL USERS ARE ON…
  25. 25. The opportunity to engage VIA SOCIAL NETWORKS 22 14 8 12 32 24 18 23 19 26 Committed Open Passive Not disturb Non user 2421SOI: Social opportunity index
  26. 26. of Italian internet users IS SUBSCRIBED TO NEWSLETTERS 78% Fashion and travel/tourism are among the most popular topics Newsletter users and avg number - international view NEWSLETTER SUBSCRIBERS: 84 80 78 73 65 de fr ita uk es 4,86,46,7 4,15,6
  27. 27. Chat in Shanghai Social Media in Korea & Tokyo Thinking about brands, companies or organizations that you like to follow closely, how useful do you personally find these communication methods? (very+fairly useful, % ) 66 49 38 32 Via newsletters Via social media Via chat Via push notifications Newsletters at the top in EU+, NY, Moscow/ St.Pet.
  28. 28. The opportunity to engage VIA NEWSLETTERS 22 27 21 8 1 33 23 19 32 4 9Committed Open Passive Opportunistic Not disturb Unaware 4742DOI: Direct opportunity index
  29. 29. of online shoppers 80% Has gone to a store and has bought a product reported in the newsletter 65% 50% NEWSLETTER IMPACT ON PURCHASES Has made an online purchase after having browsed on the website of the product/service from a link within the newsletter
  30. 30. KEY FINDINGS • Italy is lagging behind other countries but we foresee it will reach the other EU countries in the next 4 years • 23,3 bn € is the estimated value of online market (+56% vs. 2015) and the online shoppers are 47% • Brand newsletters have an impact on purchases: 65% has bought instore and 50% has made an online purchase from a commercial link within the newsletter
  31. 31. FIND OUT MORE! Download the extended abstract of the research (Italian version) Access Insighthub (DEMO version) to create and download statistical tables www.contactlab.com > REPORTS > EDBS 16 www.contactlab.com > REPORTS > INSIGHTHUB
  32. 32. JOIN US Do you want to be part of the 2017 edition? Ask for more information at study@contactlab.com or specify your interest in the survey
  33. 33. Thanks! Erica Fontana Research Executive Micaela Raimondi Marketing & Communication Director

×