1 eiaa mediascope europe & online shoppers january 2008 conducted by:
TRANSCRIPT
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EIAAMediascope Europe & Online Shoppers
January 2008
Conducted by:
2
EIAA Objectives
Champion and improve the understanding of online advertising as a medium
Promote the efficiency of online advertising as part of the ‘media mix’
Think regionally, benefit regionally and at local level
Increase the total value of investment into online advertising
3
Background
The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a common, pan-European voice for the interactive advertising industry
Members are:
EIAA has made significant investment in research, particularly in the areas of media consumption, media spend and advertising efficiency
As part of this commitment to research, the EIAA has for the past five years conducted a large scale study of media consumption habits in Europe
SPA has conducted the survey since 2005
4
Presentation agenda
1. IntroductionResearch objectives
Methodology and sample
2. Mediascope Europe Weekly internet use
Time spent online
Frequency of internet use
Broadband penetration
Online activities
The impact of the internet
Websites visited
3. Online ShoppersOnline research
Percentage of online shoppers
Number of items online shoppers buy online
Amount of money online shoppers spend online
The products online shoppers buy
Online shoppers are heavy internet users
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OVERALL PROJECT OBJECTIVEOVERALL PROJECT OBJECTIVE
The broad aim of this study is to measure and track changes in media consumption patterns by various demographic segments and nationalities.
This work will show when, why and how often people are using different media – in particular use of the Internet for content, communication and commerce
The broad aim of this study is to measure and track changes in media consumption patterns by various demographic segments and nationalities.
This work will show when, why and how often people are using different media – in particular use of the Internet for content, communication and commerce
Research objectives
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Within each territory quotas were set to ensure our sample was representative of each market.
Quotas were applied on:age, gender, education and regional distribution within countries
Within each territory quotas were set to ensure our sample was representative of each market.
Quotas were applied on:age, gender, education and regional distribution within countries
TOTAL SAMPLETOTAL SAMPLE
Belgium - 500
Netherlands - 501
ScandinaviaSweden - 333Norway - 333Denmark - 334
Germany – 1009
Italy – 1000
Spain – 1008
France – 1000
UK – 990
7008 interviews across 10 European countries7008 interviews across 10 European countries
Methodology and sample
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Methodology and sample
7008 Computer Aided Telephone Interviews (CATI) were conducted by Synovate on behalf of SPA and the EIAA in 10 countries across Europe
A sample size of 7008 provides accurate data to ± 1.1 – 0.8% at the 95% confidence level
Fieldwork took place in all territories between 3rd – 28th September 2007
Interview length ranged from 25-30 minutes
The application of quotas ensured that representative samples were achieved in each country
quotas on age, gender, education and regional distribution
Results at the total level were weighted to take into account the different countrys’ population sizes. Using 2007 data from the UN the following weighting matrix was developed
Country / Territory UK France Germany Italy Spain Belgium Netherlands
Sweden
Norway
Denmark Total
Total weight 17% 18% 23% 17% 12% 3% 5% 2.5% 1 % 1.5% 100%
Country / Territory UK France Germany Italy Spain Belgium Netherlands
Sweden
Norway
Denmark Total
Total weight 17% 18% 23% 17% 12% 3% 5% 2.5% 1 % 1.5% 100%
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Mediascope Europe
Weekly internet use Time spent online Frequency of internet use Broadband penetration Online activities The impact of the internet Websites visited
9
Weekly internet use grows 6%
Internet users across our 10 countries have increased in number by 6% year-on-year to 169 million users per week Internet users across our 10 countries have increased in number by 6% year-on-year to 169 million users per week
Adults Typically Online Each WeekAdults Typically Online Each WeekTotal Adult EuropeansTotal Adult Europeans
2006 2007296m
159m 169m +6% 2006-7145m
2005
Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
10
6 million more women online
Increases in women using the internet mean they are closing the gap on men The demographic with the highest rate of increase is the Silver Surfers (55+), up 12% year-on-year
Increases in women using the internet mean they are closing the gap on men The demographic with the highest rate of increase is the Silver Surfers (55+), up 12% year-on-year
Older Europeans Online (55+)
+12%
Women Online
+8%Universe of
Internet Users Grows 6%
year-on-year
Up 6 million to 81.4m weekly users
Up 3 million to 28.6 users
Q1a/2a/3a. In a typical 7 day week, that is Monday to Sunday, can you tell me if you use the internet?
11
16-24 yrs internet use almost ubiquitous
16-24 year olds now go online more frequently than they watch TV, for the first time
They’re also spending 10% more time online than watching TV – nearly 15 hours per week
16-24 year olds now go online more frequently than they watch TV, for the first time
They’re also spending 10% more time online than watching TV – nearly 15 hours per week
9 in 10 16-24 year olds are online each week9 in 10 16-24 year olds are online each week
13.4 Hours Per Week13.4 Hours Per Week
Across 5.7 Days Per WeekAcross 5.7 Days Per Week
14.7 Hours Per Week14.7 Hours Per Week
Across 5.9 Days Per WeekAcross 5.9 Days Per Week
16-24 year olds spend 24% more time using
the internet than Europeans as a whole
16-24 year olds spend 16% less time watching TV than Europeans as
a whole
Trend likely to continue following
year-on-year growth every year since 2004
Watch TVWatch TV Use InternetUse Internet
Q4. In a typical seven day week, on how many days do you use the internet / TV?Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet / TV?
12
Weekly internet use and time spent online
57% or 169m of all Europeans use the internet in a typical week, rising to 74% of all respondents in Sweden (5.6 million)
Internet users in Sweden spend a lengthy average of 13 hours per week online
Over a third (36%) of all internet users in Sweden spend upwards of 16 hours online
16-24 year olds in Sweden spend 21% more time using the internet than sat in front of the television
13
Typical 7 day week Internet useTypical 7 day week Internet use
5.6 million online across Sweden
Q1a/2a/3a In a typical 7 day week, that is Monday to Sunday, can you tell me if you…?
[Base: All Respondents in Europe (n=7008)] [Base: All respondents in Sweden (n=333)]
Swedish Average 74%
74
98
98
89
44
78
71
Change from2006
Change from2006
81
78
74
66
65
63
61
58
57
51
37
Netherlands 5% 11.0m
Norway 2.9m
Sweden 5.6m
Belgium 8% 5.7m
Denmark 2.9m
UK 31.7m
Germany 15% 43.2m
France 4% 30.1m
Europe 6% 169.3m
Spain 6% 17.6m
Italy 12% 18.6m
Netherlands 5% 11.0m
Norway 2.9m
Sweden 5.6m
Belgium 8% 5.7m
Denmark 2.9m
UK 31.7m
Germany 15% 43.2m
France 4% 30.1m
Europe 6% 169.3m
Spain 6% 17.6m
Italy 12% 18.6m
2007 Millions
2007 Millions
Sweden 5.6m
16 – 24 years 8% 0.8m
25 – 34 years 2% 0.9m
35 – 54 years 5% 1.8m
55+ years 2.1m
Men 2.6m
Women 3m
Use the InternetUse the Internet
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Hours spent using each media in a typical week (16-24 years)Hours spent using each media in a typical week (16-24 years)
13.8
11.613.0
3.7 3.8
15.3
12.8
18.5
3.7 3.2
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines
2005 2007
Ave
rag
e n
um
ber
of
ho
urs
per
wee
k
[Base: All 16 - 24 year old Sweden respondents using each media (TV=38, radio=32, internet=45, newspapers=36, magazines=23)]
Q5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using each media?
% change from 2005
to 200711% 10% 42% 16%
16-24 year olds in Sweden spend 21% more time using the internet than watching TV
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Nordics provide most everyday users
Almost half (47%) of European internet users now go online everyday of the week Almost half (47%) of European internet users now go online everyday of the week
Go online66%
63%
58%
58%
55%
Norway
Denmark
Sweden
France
Netherlands
Where? (Top 5)
52%
42%
59%
48%
43%
42%
Men
Women
16-24
25-34
35-54
55+
Who?
Go online
Go online
Go online
Go online
Go online
Go online
Q4. In a typical seven day week, on how many days do you use the internet?
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Frequency of internet use
Swedish internet users access the internet 5.7 days per week
58% of Swedish internet users use the internet seven days a week, rising to 82% amongst 16-24 year olds
Swedish 16-24 year olds continue to access the internet more frequently than they watch TV
91% of this younger demographic use the internet between 5 and 7 days each week while only 79% watch TV as regularly
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By DemographicBy Demographic
Q4. In a typical seven day week, on how many days do you use the internet?
Swedish internet users access the internet 5.7 days per week
Swedish Average 5.7
5.7
6.4
6.2
5.7
4.9
5.9
5.6
[Base: All Sweden internet users (n=248)]
Sweden
16 – 24 years
25 – 34 years
35 – 54 years
55+ years
Men
Women
[Base: All European internet users (n=4017)]
By CountryBy Country
6.1
6
5.8
5.7
5.7
5.6
5.6
5.6
5.2
5
European Average
= 5.5
Norway
Denmark
France
Sweden
Spain
Netherlands
Belgium
UK
Germany
Italy
Norway
Denmark
France
Sweden
Spain
Netherlands
Belgium
UK
Germany
Italy
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Internet (16-24 yrs)Internet (16-24 yrs)TV (16-24 yrs)TV (16-24 yrs)
Q4. In a typical seven day week, on average how many days do you use TV/internet?
6.2 6
81% 79%
3
4
5
6
7
2005 2007
30
40
50
60
70
80
90
100
[Base: All 16 - 24 year old Sweden TV viewers (n=38)]
% u
sing
TV
betw
een
5 and
7 days p
er week
No. days 5.8 5.7
5-7 days % 80% 77%
[Base: All 16 - 24 year old Sweden internet users (n=45)]
No. days 5.5 5.9
5-7 days % 72% 82%
Nu
mb
er o
f d
ays
per
wee
k
5.96.4
81%
91%
3
4
5
6
7
2005 2007
30
40
50
60
70
80
90
100
% u
sing
Intern
et betw
een
5 and
7 days p
er week
Nu
mb
er o
f d
ays
per
wee
k
Swedish 16-24 year olds access the internet more frequently than they watch TV
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THE BROADBAND LANDSCAPE
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Broadband penetration reaches 8 in 10
Broadband penetration increases again with 8 in 10 Euro users now enjoying a high speed connection where they access most (their main point)Broadband penetration increases again with 8 in 10 Euro users now enjoying a high speed connection where they access most (their main point)
Most likely group to use Broadband
85% of men87% of 25-34 year olds
66%
81%75%
56%
2004 2005 2006 2007
Broadband Penetration: EuropeBroadband Penetration: Europe
(%)
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
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Broadband connectionBroadband connection
QC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
[Base: All internet users (n=4017)]
UK
France
Norway
Denmark
Sweden
Belgium
Spain
Europe
Netherlands
Italy
Germany
UK
France
Norway
Denmark
Sweden
Belgium
Spain
Europe
Netherlands
Italy
Germany
2007
2007
+10%
+4%
+5%
+6%
+5%
+4%
+17%
+8%
+8%
+7%
+15%
+10%
+4%
+5%
+6%
+5%
+4%
+17%
+8%
+8%
+7%
+15%
Year-on-year changeYear-on-year change
Almost 9 out of 10 Swedish internet users now use a broadband connection
92%
89%
89%
89%
88%
86%
83%
81%
80%
73%
69%
22
OUR RELATIONSHIP WITH THE INTERNET
23
Email and Search remain key
Key Web Activities
Used
42% now communicate through social networking
sites (increasing to 66%
amongst 16-24 years olds)
Search is still the most undertaken activity
87%
Web based email is used each month by
81% of online Europeans
Hotmail
Q7b. Which of the following types of web activities do you use at least once a month?
24
Growth areas in internet activities
Top 5 Growth Areas
Top 5 Growth Areas+150%
Watching Film, TV or Video Clips
+42%Ratings & Reviews
+18%TV & Film Downloads
+15%P2P File Sharing
+17%Podcasting
Q7b. Which of the following types of web activities do you use at least once a month?
25
Broadband penetration and online activities
41% of internet users in Sweden now communicate via social networking sites at least once a month
Listening to the radio is particularly popular in Sweden when compared to the European average (41% vs. 31%)
The number of Swedish people who contribute to ratings and reviews has grown 383% since 2006
Swedish internet users also enjoy sharing information online:
The number of Swedish internet users that create and share content has grown +111% since 2006
Nearly a third (29%) of Swedish internet users contribute to rating and review sites
Over a quarter (26%) now share their thoughts on forums
65% of respondents in Sweden stated that they can’t live without at least one activity on the internet
26
TOP GROWTH ACTIVITIES2006
Score2007
ScoreTrend
Year-on-year trend
Ratings and reviews 6% 29% 383%
Watching TV, film or video clips 11% 33% 200%
Creating and sharing content 9% 19% 111%
Blogging 12% 19% 58%
P2P File sharing 11% 17% 55%
Podcasting 6% 9% 50%
TV and film video downloads 16% 21% 31%
Music downloads 23% 26% 13%
Forums 23% 26% 13%
Making telephone calls 11% 12% 9%
Q7b. Which of the following types of web activities do you use at least once a month?
[Base: All Sweden internet users (n=248)]
The number of Swedish people who contribute to ratings and reviews has grown 383% since 2006
27
30%
15%
6%3%
2% 1% 1% 1%
EmailSearching
Communicating via Social Networking sites
Listening to radio
Instant Messaging
Music downloads
Making telephone calls via Skype or via your ISP
On-line gaming
Top 8 Website Activities cannot live without (%)Top 8 Website Activities cannot live without (%)
Nearly a third (30%) of Swedish internet users claimed they couldn’t live without email
Q7bi. And of the ones that you have used, which of the following web activities that you undertake monthly could you not live without?
65% of respondents in Sweden cannot live without at least one activity on the internet
65% of respondents in Sweden cannot live without at least one activity on the internet
[Base: All Sweden internet users (n=248)]
28
[Base: All Sweden internet users who do not create or share content (n=202), watch or download TV/video clips (n=153), download music (n=52) or communicate via social networks (n=25)
Q7bii/biii/biv/bv. You’ve said that you do not currently use the internet to create or share content/watch or download TV, film or video clips/download music/communicate via social networks. Why is this?
13% of Swedish users were not aware they could create or share content online
Reasons why do not use Internet to create and share content, watch or download film, TV or video clips, download music or communicate via social networksReasons why do not use Internet to create and share content, watch or download film, TV or video clips, download music or communicate via social networks
Web activity
% who sited this was the reason they did not perform each activity
It’s not relevant to meNot aware of these types
of web activityThey are too complicated
Creating or sharing content 58% 13% 11%
Watch or download film, TV or video clips 50% 7% 14%
Music downloads 31% 6% 19%
Communicate via social networks 48% 5% 8%
29
News remains core to driving internet use
News 65% Local Information 52% Travel 51%
Holidays 46%
Music 46%
An easy accessible source of instant information, results in the internet being a perfect format for delivering news and local informationAn easy accessible source of instant information, results in the internet being a perfect format for delivering news and local information
Q7a. Which of the following types of websites do you visit at least once a month?
30
Top 10 Websites Visited (%)Top 10 Websites Visited (%)
76% of internet users in Sweden access news sites at least once a month
76%59%
43%
74%
42% 41% 46%30% 36%
21%37%
36%36%38%41%44%46%46%50%51%52%
65%
0
20
40
60
80
100
News
Local informationTravel
Banking and Finance Music
Holidays
Price Comparison SitesTechnology
Films Auction
Sports
Sweden Europe
Next 11 Websites Visited (%)Next 11 Websites Visited (%)
23% 26% 30% 18% 21%36%
14% 26% 10% 3% 10%5%6%
14%16%20%22%22%24%27%27%33%
0
20
40
60
80
100
Health
Cars or motoring Jobs
Family & kids
Mobile phonesProperty
Games TV sites
Women’s sitesDating
Betting/ Gambling
Sweden Europe
[Base: All internet users (n=4017) and all Sweden internet users (n=248)]
Q7a. Which of the following types of websites do you visit at least once a month?
31
The impact of the internet and websites visited
Almost all internet users in Sweden (99%) admit to doing something less often as a result of the internet
50% use other forms of media less in favour of the internet:
31% admit to watching less TV 14% do not listen to as much radio 20% read newspapers less frequently
42% of 16-24 year old internet users in Sweden claim their TV consumption has dropped off as a direct result of the internet
76% of internet users in Sweden access news sites at least once a month, making news the most popular type of website visited – closely followed by banking and finance (74%) and local information (59%)
Banking and finance (74% vs. 50), Property (36% vs. 22%) and TV sites (26% vs. 16%) are far more popular in Sweden when compared to the European average
32
Online Shoppers
Online research Percentage of online shoppers Number of items online shoppers buy online Amount of money online shoppers spend online The products online shoppers buy Online shoppers are heavy internet users
33
Online research
40% of all European online shoppers have changed their mind about which brand to buy following research on the web
Online shoppers in the UK are the most likely to be influenced by information on the internet (49%) while Italians are the least likely to change their mind (27%).
In Sweden 42% of online shoppers changed their brand after online research
European consumers are most likely to change their mind as a result of online research when it comes to buying electrical goods - 59% changed their minds on brand
Over half (59%) of online shoppers cite that websites of well known brands are an important source of information when researching or considering a product or service
In Sweden almost two thirds (61%) of online shoppers find reviews/opinions on the internet written by experts an important source of information
34
Effect of online research on brand chosenEffect of online research on brand chosen
Q17a. After researching on the internet, have you ever changed your mind about which brand of product you purchased?
48% 44% 44% 42% 42% 40% 37% 36% 34%27%
49%
UK
Denm
ark
Nether
lands
Norway
Belgiu
m
Sweden
Europ
ean a
vera
ge
Germ
any
France
Spain
Italy
[Base: All Online Shoppers online researchers (n=3352)]
Brits are the most likely to be influenced by information on the internet (49%) while Italians are the least likely to change their mind (27%) Brits are the most likely to be influenced by information on the internet (49%) while Italians are the least likely to change their mind (27%)
42% of Swedish online shoppers changed their mind after online research
35
Effect of online research on brand chosen - products categories Effect of online research on brand chosen - products categories
Q17b. In which of the following product categories, if any would you change your mind about the brand you purchase after researching online?
43%35%
23% 23% 19% 15%
59%
65%
34%30%
16% 17%
9%
2%
Electrical goods Holidays &Travel
Mobile phonehandsets or
contracts
Cars Financialproducts or
services
Health & Beautyproducts
Food/groceryshopping
Europe (Online Shoppers) Sweden (Online Shoppers)
65% of Swedish online shoppers changed which brand of electrical good they would buy after online research
[Base: All Online Shoppers online researchers that changed their mind (n=1362)]
European consumers are most likely to change their mind as a result of online research when it comes to buying electrical goods - 59% changed their minds on brand – rising to 65% amongst Swedish online shoppers
European consumers are most likely to change their mind as a result of online research when it comes to buying electrical goods - 59% changed their minds on brand – rising to 65% amongst Swedish online shoppers
36
Over half (59%) of online shoppers cite that websites of
well known brands are an important source of information Q5h. Which of the following to do you consider to be an important source of information when researching or considering a product or service?
Europe (Online Shoppers)Europe (Online Shoppers)
[Base: All Online Shoppers internet users (n=3352)]
%
76
72
58
61
58
59
57
57
56
50
38
Search engines
Personalrecommendations
Newspapers/magazines
Price comparisonwebsites
Product information inshops
Websites of well knownbrands
Customer websitereviews
Expert website reviews
Retailer Websites
Sales people in shops
Content provided by ISP
Sweden (Online Shoppers)Sweden (Online Shoppers)
69
74
65
65
55
47
51
61
51
40
22
Search engines
Personalrecommendations
Newspapers/magazines
Price comparisonwebsites
Product information inshops
Websites of well knownbrands
Customer reviewwebsites
Expert WebsiteReviews
Retailer Websites
Sales people in shops
Content provided by ISP
%
[Base: All Sweden (Online Shoppers) internet users (n=204)]
37
Percentage of online shoppers, number of items bought and amount of money spent online
A massive 80% of European internet users have bought a product or service online, rising to 82% in Sweden
These European online shoppers made 1.3 billion purchases in just a six month period, spending an average of €747 each online.
The UK (486m) and Germany (342m) made the most purchase
In the UK, Germany and Denmark female online shoppers made more purchases than men
Norway (€1203) and the UK (€1195) spent the most money online per person
In Sweden online shoppers made a total of 31m online purchases spending an average of €948 online in just six months
38
Proportion of Internet users that have researched, bought online or researched and bought offlineProportion of Internet users that have researched, bought online or researched and bought offline
80%
96% 95% 95%
40%
76% 78% 80%
57%
85% 84% 83%
0%
20%
40%
60%
80%
100%
2004 2005 2006 2007
Researched Bought Online Researched and Bought Offline
[Base: All Europe internet users (n=4166)]
% Conversion 50% 80% 82% 84%
80% of European internet users have bought products/services online…Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?
39
Proportion of Internet users that have researched, bought online or researched and bought offlineProportion of Internet users that have researched, bought online or researched and bought offline
93%97% 98% 97%
46%
77%82% 82%
72%
85% 84% 84%
0%
20%
40%
60%
80%
100%
2004 2005 2006 2007
Researched Bought Online Researched and Bought Offline
[Base: All Sweden internet users (n=248)]
% Conversion 49% 79% 84% 85%
… in Sweden the percentage of internet users that shop online has grown +78% since 2004Q15/Q16/Q17. Have you ever researched/bought online or researched & bought off line any of the following products/services?
40
82% of Swedish internet users have bought a product/service onlineQ16. Have you ever bought online any of the following products/services?
94% 92% 89% 87%83% 82% 80% 78% 77%
69%
55%
Norway UK
Denm
ark
Germ
any
Nethe
rlands
Sweden
Europ
e
Franc
e
Belgi
umSpa
inIta
ly
% o
f in
tern
et
us
ers
wh
o s
ho
p o
nlin
e
[Base: All Europe internet users (n=4166)]
Norway lead in terms of the percentage of internet users who shop online, closely followed by the UKNorway lead in terms of the percentage of internet users who shop online, closely followed by the UK
41
47% 44% 46%58%
65% 66% 68% 72% 76% 77% 78%
50% 53% 52%40%
33% 32% 31% 26% 22% 23% 20%
Norway UK
Denm
ark
Sweden
Nether
lands
Europ
e
Belgiu
mSpa
in
Germ
any
France
Italy
Q19. In the last six months, approximately how much money would you say you spent in total on all your online purchases?
[Base: All Online Shoppers purchasing online (n=2839)]
€501+
€0-500
Mean Score € 1202.93 1194.59 1170.09 947.74 756.23 746.95 707.39 589.75 558.09 534.02 471.03
In a six month period the average Swedish online shopper spent €948 online
42
Products bought online
The percentage of European online shoppers buying particular products and services has increased significantly since 2006
The number of online shoppers purchasing mobile phones online has increased by 33%, financial products purchases are up 22%, home furnishings up 18%, car accessories up 13% and holidays up 11% In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%), electrical goods (+33%) and downloading music (+23%) online has increased significantly since 2006
Overall, the most popular online purchase across Europe is travel tickets (54%), closely followed by holidays (42%), books (40%), concert/theatre/festival tickets (38%), clothes (33%) and electrical goods (33%)
The research highlights the gender differences of online shoppers
Female shoppers focus on clothes (40% vs. 27% of men) and holidays (46% vs. 38% of men) Male online shoppers go for electrical goods (39% vs. 27% of women) and CDs (25% vs. 20% of women).
43
The percentage of online shoppers buying particular products and services has increased significantlyQ16. Have you ever bought online any of the following products/services?
Top 5 products/services bought online in terms of growth
2007 2006 Year-on-year growth
Mobile Phones 16% 12% +33%
Financial products 11% 9% +22%
Home furnishings 13% 11% +18%
Car accessories 9% 8% +13%
Holidays 42% 38% +11%
Electrical Goods 33% 30% +10%
Cinema tickets 23% 21% +10%
Computer games 12% 11% +9%
Books 40% 37% +8%
Toys 14% 13% +8%
[Base: All Online Shoppers who have bought a product/service online (n=3352)]
In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%), electrical goods (+33%) and downloading music (+23%) online has increased significantly since 2006In Sweden purchasing mobile phones (+129%), Renting DVDs (+100%), buying toys (+66%), electrical goods (+33%) and downloading music (+23%) online has increased significantly since 2006
44
The most popular online purchase across Europe is travel tickets (54%), closely followed by holidays (42%) Q16. Have you ever bought online any of the following products/services?
[Base: All Online Shoppers who have bought a product/service online (n=3352)]
54%42% 40% 38%
33% 33%23% 23% 21% 19% 16% 14% 13% 12% 12% 12%
73%
56%
39%
49%
24%
32% 30%
43%
25%
16% 16%
5%9% 8% 6% 6%
Trave
l tic
kets
Holid
ays
Books
Conce
rt/The
atre
/Fes
tival
Tic
kets
Cloth
es
Elect
rical
Good
sCDs
Cinem
a Tic
kets
DVDs
Musi
c Downlo
ads
Mobile
phon
esToys
Home
Furni
shin
gs
Compu
ter G
ames
Sports
Equi
pmen
t
Insu
rance
% o
f o
nlin
e s
ho
pp
ers
wh
o b
ou
gh
t p
rod
uc
t/s
erv
ice
on
line
Europe (Online Shoppers)
Sweden (Online Shoppers
Most popular products/services bought online by online shoppersMost popular products/services bought online by online shoppers
In Sweden travel tickets, holidays and concert/theatre/festival tickets are particularly popular online purchasesIn Sweden travel tickets, holidays and concert/theatre/festival tickets are particularly popular online purchases
45
European Female online shoppers buy far more clothes online and men buy more electrical goodsQ16. Have you ever bought online any of the following products/services?
[Base: All Online Shoppers who have bought a product/service online (n=3352)]
54%
46%40%
37%40%
27%
20%24%
18% 16%
54%
38% 40% 38%
27%
39%
25%22% 24%
20%
Trave
l tic
kets
Holid
ays
Books
Conce
rt/The
atre
/Fes
tival
Tic
kets
Cloth
es
Elect
rical
Good
sCDs
Cinem
a Tic
kets
DVDs
Musi
c Downlo
ads%
of
on
line
sh
op
pe
rs w
ho
bo
ug
ht
pro
du
ct/
se
rvic
e o
nlin
e
Women Men
Products/services bought online – male vs. female online shoppersProducts/services bought online – male vs. female online shoppers
In Sweden female online shoppers are far more likely to buy travel tickets (77% vs. 69%) and holidays (61% vs. 52%) and men, as with the European average, buy more electrical goods online (48% vs. 17%)
In Sweden female online shoppers are far more likely to buy travel tickets (77% vs. 69%) and holidays (61% vs. 52%) and men, as with the European average, buy more electrical goods online (48% vs. 17%)
46
Heavy online users
European online shoppers are heavy users of the internet
84% of online shoppers go online via a broadband connection (compared to 70% of internet users who do not shop online)
On average they use the internet on 5.7 days each week, spending an average of 12.3 hours online (above the European average of 11.9) and over half (51%) log onto the internet every day
47
Broadband connection - Online ShoppersBroadband connection - Online Shoppers
84% of European online shoppers use broadband at their main point of internet connection, rising to 90% in SwedenQC3. Thinking about the place where you use the Internet the most, do you have a broadband connection?
[Base: All Online Shoppers using the internet (n=3352)]
2007
2007
93
92
91
90
90
89
87
84
84
79
71
Year-on-year changeYear-on-year change
UK
France
Norway
Sweden
Denmark
Belgium
Spain
Europe
Netherlands
Italy
Germany
+8%
+1%
+6%
+5%
+7%
+5%
+18%
+8%
+6%
+5%
+15%
Compared to 70% of internet users who have not bought a product/service online
Compared to 70% of internet users who have not bought a product/service online
48
Hours spent using the Internet in a typical weekHours spent using the Internet in a typical week
European Online shoppers spent an average of 12.3 hours online each weekQ5ai – Q5aiii. In a typical seven day week, approximately how many hours do you tend to spend using the internet?
Ho
urs
[Base: All Online Shoppers using the internet (n=3352)]
13.0 13.612.7 12.2 12.6 12.3 11.9 12.0 11.5
10.79.8
13.6 13.6 13.5 13.2 12.9 12.912.3 12.2 12.2
11.010.4
Sweden Italy France Belgium Norway Spain Europe UK Denmark Germany Netherlands
Country Average Online Shoppers
In Sweden online shoppers spend 13.6 hours online each week, the highest number of hours spent online amongst online shoppers across Europe In Sweden online shoppers spend 13.6 hours online each week, the highest number of hours spent online amongst online shoppers across Europe
49
Across Europe online shoppers spend an impressive 5.7 days online each week…
[Base: All Online Shoppers using the internet (n=3352)]
9%
2%
4%
6%
2%
2%
2%
Change from2006
Q4. In a typical seven day week, on how many days do you use the internet?
Online ShoppersOnline Shoppers
Norway
Denmark
France
Sweden
Spain
Netherlands
Belgium
UK
Europe
Germany
Italy
Norway
Denmark
France
Sweden
Spain
Netherlands
Belgium
UK
Europe
Germany
Italy
6.2
6.1
6.0
6.0
5.9
5.8
5.8
5.7
5.7
5.3
5.2
In Sweden online shoppers spend 6 days online
In Sweden online shoppers spend 6 days online
50
Q4. In a typical seven day week, on how many days do you use the internet?
[Base: All Online Shoppers internet users (n=3352)]
Per
cen
t o
f 7
day
s a
wee
k u
sers
Online shoppers using the internet 7 days a week
…over half of all online shoppers use the internet 7 days a week
51%
70%63% 62%
55%50%
53%46%
49%
41%
25%
67% 66% 64% 63%59%
56% 55% 54%51%
42%
22%
Norway Denmark Sweden France Netherlands Belgium Spain UK Europeanaverage
Germany Italy
2006 2007
In Sweden nearly 2 thirds (64%) of online shoppers go online every day
In Sweden nearly 2 thirds (64%) of online shoppers go online every day
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Summary
16-24 year olds are living the digital world of the future; they spend more time online than they do watching TV and are in complete control of their media consumption. Marketers need to focus on finding the right balance of display advertising, word of mouth and viral marketing in order to effectively engage and communicate with this key target audience.
Marketers need to be aware of how powerful social recommendation on the internet can be. 42% of internet users now regularly communicate via social networking sites and the number of people contributing to rating and review sites has seen a growth of 42% since 2006 and over a quarter (26%) now share their thoughts on forums, highlighting the potential power of word of mouth marketing.
Opportunities to create rich media TV and video-style adverts are increasing as European broadband penetration grows. 81% of European internet users now connect to the internet via a broadband connection and as a result, internet users are able to enjoy a more interactive and engaging online experience.
52
Summary
40% of all European online shoppers have changed their mind about which brand to buy following research on the web, highlighting the power that websites can have in the purchasing decision.
Online shoppers from more mature online markets are more likely to change their mind on what brand to buy following web research, than online consumers from less developed markets.
The web is an ever more powerful resource for consumers wishing to research a product or brand. Over half (59%) of online shoppers cite that websites of well known brands are an important source of information when researching or considering a product or service and search engines are considered more useful (76%) than personal recommendations (72%).
Marketers need to provide relevant information at the right time and in the right place online to ensure effective engagement with their consumers whilst they are in the purchase making process.
