Shopper - online shopping - Wim Hamaekers. For questions about the study, contact Wim Hamaekers, managing partner haystack International, +32 16 62 11 12 / +32 498 46 06 72

5. 40
42
44
46
48
50
Source: Sociaal en Cultureel Planbureau (SCP) - 2006
43,4 43,6
45,7
48,6
47,0
48,0
46,0
42,0

13. Source: haystack – UBA – Carrefour study

18. The future: trading personal data for a relevant information! ING got it right. The historical payment data of all purchases done
by an ING client will certainly better predict what people are interested in. However the key question will be : how are brands
going to use this extra tool? Again as a promo push tool? Or a long term engaging tool?

20. 18% 17%17%
28%
BC
27%
BC18%
C
16%
C7% 7%
Total Gen Y (a) Gen X (b) BB (c) High* (a) Mid (b) Low (c)
46% 58% BC 46% C 31% 57% BC 41% 36%
63% 72% BC 65% C 50% 74% BC 60% C 52%
+17% +14% +19% A +19% A +17% +18% A +16% A
Also significant higher for higher
social classes
Also significant higher for for higher
social classes
*Social class

21. •
•
•
•
•
•
•
•

22. 28%
5%
Gen Y (a) Gen X (b) BB (c) High* (a) Mid (b) Low (c)
29% 31% C 24% 27% 29% 28%
4% 8% AC 3% 5% 6% 5%
*Social class

23. 23

24. 24

27. 
•

•
•

•

28. 22%
8%
Gen Y (a) Gen X (b) BB (c) High* (a) Mid (b) Low (c)
26% C 21% 20% 29% BC 21% C 15%
11% C 11% C 3% 12% BC 8% 5%
*Social class

29. 5%
95%
Gen Y (a) Gen X (b) BB (c)
9% BC 5% C 1%
91% 95% A 99% AB

35. 30%
BC
24%
C 17%
34%
43%
BC 35%
C
23%
25%
30%
C
29%
C
14%
38%
C
36%
C 25%
*Social class
*Social class

39. Gen Y (a) Gen X (b) BB (c)
66% 71% 85% AB
34% C 29% C 15%

42. 35% 30%
47%

43. 40%
16%
Gen Y (a) Gen X (b) BB (c) High (a) Mid (b) Low (c)
42% B 35% 42% B 43% B 37% 40%
16% 16% 16% 19% B 14% 15%
*Social class

49. 28%
72%
New products
Gen Y (a) Gen X (b) BB (c)
26% 26% 36% AB
74% C 74% C 64%

53. 53%
Online review
before
purchase
33%
Online review
before
purchase
47%
Advice from
Sales person 67%
Expert advice
in the
store
Gen Y (a) Gen X (b) BB (c) Gen Y (a) Gen X (b) BB (c)
62% BC 55% C 40% 42% BC 33% C 24%
38% 45% A 60% AB 58% 67% A 76% AB

58. No fitting of the products
Shipment fee
Payment for your remand
No sensorial aspect
No shipment to belgium
Payment in advance
Safety of online payment
Formalities remand
Not in stock
No clear image how it would fit

59. Gen Y (a) Gen X (b) BB (c)
33% C 31% 27%
67% 69% 73% A

62. Drive-in is the future

63. Relevant Assisted Technolgy

64. 64
Drive-in is the future

65. Drive-in is the future

66. •
•
•