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

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

(NEW) INDEXES
EXI:
Ecommerce
Expenditure
Index
DOI:
Direct
Opportunity
Index
SOI:
Social
Opportunity
Index
LAI:
Luxury
Attitude
Index
LCI:
Luxury
Consumption
Index

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

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

INTERNET &
ECOMMERCE EVOLUTION

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

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

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)

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

FOCUS ON
ONLINE ACTIVITIES

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

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

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

+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

FOCUS ON
ECOMMERCE

…
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

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 (%)

«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 (%)

+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 €)

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
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
…

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

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…

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

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

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.

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

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

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

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

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

Thanks!
Erica Fontana
Research Executive
Micaela Raimondi
Marketing & Communication Director