Regimantas Urbanas: Pokyčiai vartotojų elgsenoje / Consumer Barometer studija
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Regimantas Urbanas, Google rinkodaros vadovas Baltijos šalims, el. komercijos konferencijoje "E-komercija '14" skaitė pranešimą „Pokyčiai vartotojų elgsenoje / Consumer Barometer studija“
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Regimantas Urbanas: Pokyčiai vartotojų elgsenoje / Consumer Barometer studija
- 1. Google Confidential and Proprietary Changing consumer behavior in Lithuania: CCB research results Regimantas Urbanas Marketing manager, Baltics 2014-03-14, Vilnius
- 2. Google Confidential and Proprietary Introduction www.linkedin.com/in/regimantasurbanas 3,5 years & 2 years 2 years
- 3. Google Confidential and Proprietary What we’re going to cover today Fresh new data and insights from Consumer Barometer in Lithuania: • Products & services being purchased on-line by Lithuanian users in 36 product categories in 7 verticals. • Product research & purchase path in Retail & Technology verticals • ROPO process • Average expenditures by product categories on-line vs off-line
- 4. Google Confidential and Proprietary www.consumerbarometer2013.com
- 5. Google Confidential and Proprietary TNS /Google Consumer Barometer National Representative Digital Consumer •1,000 respondents •connected devices •online usage •2,500 respondents •(e)Commerce (7 industries, 36 product categories) •Attitudes
- 6. Google Confidential and Proprietary Consumer Barometer: 36 products Retail Personal appliances Domestic appliances Books Clothing & accessories CDs/DVDs Toys Footwear Gifts, flowers, greetings DIY, Tools, Garden Equipment Home furnishings/furniture Home and household goods Sports gear and equipment Groceries & Healthcare Health products Groceries Cosmetics/beauty products Media & Entertainment Cinema tickets Event tickets (e.g. concerts, theatre, sport) Video games Technology Mobile phone subscription Audio devices (iPod, MP3 player, etc.) Computer hardware (PC/laptop/Tablet) Digital camera/camcorder Visual devices (TV/ DVD player, etc.) Computer software Mobile phone (handset) Computer peripherals (printer/scanner, etc.) Automotive Cars Car parts or accessories Travel Business travel (flights, hotels, car hire, etc.) Hotels (for leisure, holidays) Package holidays Leisure flights Finance & Real Estate Personal Loans Home insurance Car insurance Real estate (e.g. rent or buy house/flat)
- 7. Google Confidential and Proprietary 35% use a Smartphone, 9% a Tablet in Lithuania Penetration of connected devices in Lithuania (in total population) TabletDesktop/ Laptop/ Webbook Smartphone Source: TNS, Connected Consumer Study, 2013
- 8. Google Confidential and Proprietary Watch out for the Generation Y! Penetration of connected devices in Lithuania TabletDesktop/ Laptop/ Webbook Smartphone Source: TNS, Connected Consumer Study, 2013
- 9. Google Confidential and Proprietary Smartphones less than 2 years behind the UK. Smartphone penetration in UK and Lithuania Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013
- 10. Google Confidential and Proprietary On tablets, LT has a higher penetration than FR or DE 1 year ago Tablet penetration in Germany, France and Lithuania Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013 2013 2012 20132013 2012
- 11. Google Confidential and Proprietary Impact on shopping behaviour
- 12. Google Confidential and Proprietary Path to purchase: then See print or TV ad Go to store and make decision Use product
- 13. Google Confidential and Proprietary Path to purchase: now! See ad on one of the 4 screens Buy online or in store Use product and share experience Research and decide online
- 14. Google Confidential and Proprietary 27% of purchases in Lithuania are made online % of online users who made their last purchase online (average all products) Source: TNS, Consumer Barometer, 2013
- 15. Google Confidential and Proprietary … but 75% research online prior to purchase! % of online users who bought online resp. researched online before buying Source: TNS, Consumer Barometer, 2013
- 16. Google Confidential and Proprietary ROPO. Research Online Purchase Offline. RESEARCH OFFLINE PURCHASE ONLINE Source: TNS, Consumer Barometer, 2013 RESEARCH ONLINE PURCHASE OFFLINE RESEARCH OFFLINE PURCHASE OFFLINE RESEARCH ONLINE PURCHASE ONLINE ROPO
- 17. Google Confidential and Proprietary 49% do “ROPO” (Research Online, Purchase Off) Source: TNS, Consumer Barometer, 2013 % of online users who bought online resp. researched online before buying offline Source: TNS, Consumer Barometer, 2013
- 18. Google Confidential and Proprietary ROPO is most important for verticals with lower share of online purchases Source: TNS, Consumer Barometer, 2013 % of online users who bought online resp. researched online before buying offline
- 19. Google Confidential and Proprietary And “ROPO” will only grow sometimes use their mobile phone when shopping in a store to find more information about products 30%
- 20. Google Confidential and Proprietary Which information sources are most important? Ranking of the most important information sources 1 2 3 4 5 6 7
- 21. Google Confidential and Proprietary Search is key in the online research process... 57% of purchasers used a search engine to do research before purchasing Source: TNS, Consumer Barometer, 2013
- 22. Google Confidential and Proprietary How intensely used are search engines? Online research Search engine
- 23. Google Confidential and Proprietary Planned or impulse purchases - when do onliners start researching for the product?
- 24. Google Confidential and Proprietary When did you start your research?
- 25. Google Confidential and Proprietary Purchasing cycle
- 26. Google Confidential and Proprietary Where do onliners look for product info Information sources that drive the final purchase decision Information sources at the beginning Information sources generally used O N L I N E O F F L I N E indexed Ranking of touchpoints generally used
- 27. Google Confidential and Proprietary What do LT onliners think about shopping? Leading brands are fond on top of the search results page Placement on the search result page reflects the importance of the brand Search results with local information are more relevant Websites that are recommended by friends are more important Mobile phone usage in a store to find more information about products
- 28. Google Confidential and Proprietary Your major takeaways from the session Use CCB data Use data about Lithuanian and users from other countries on www. consumerbarometer2013.com in order to understand how changes of consumer behaviour are impacting your business.
- 29. Google Confidential and Proprietary Your major takeaways from the session ecommerce is growing increasing number of customers are buying on-line in Lithuania, but even the ones, which are not buying on-line now, are still performing search on-line during their purchase decision making time.
- 30. Google Confidential and Proprietary Your major takeaways from the session internet search is 2nd on the list of most reliable sources of information for Retail and Technology customers, just after official manufacturer site.
- 31. Google Confidential and Proprietary Thanks for your attention! Any questions?