digital barometer travel, finance and cars
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IAB Barometers 08-09Travel, Finance & Cars
2IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Methodology
Online survey
RFP
1.000 Belgians 15-65
Representative online population
Data: September 08
3IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Travel
4IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Visited websitesSatisfaction: 6,6/10
3.140.000
Visited websitesSatisfaction: 6,6/10
3.688.000
Role of the Internet | Travel
Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
6.800.000 Belgians (15-65)
4.624.000 Belgian surfers
(15-65)
3.376.000 Belgian DMU surfers (15-65),
responsible for the purchaseof trips / travel products
68%
6.800.000 Belgians (15-65)
4.896.000 Belgian surfers
(15-65)
3.966.000 Belgian DMU surfers (15-65),
responsible for the purchaseof trips / travel products
72%
81%
Purchased onlinepast 6 months
911.000
No purchase online past 6 months
2.229.000
Purchased onlinepast 6 months
1.365.000
No purchase online past 6 months
2.323.000
Repurchase intention online next 6 months
647.000
Purchase intention online next 6 months
401.000
Repurchase intention online next 6 months
914.000
Purchase intention online next 6 months
511.000
73%
29%
71%
71%
18%
93% 93%
37% 63%
67% 22%
2007 Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
2008
5IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Buying cycle phases | Model
Exploration Phase
Comparison Phase
Product and Brand Choice Phase
Purchase Decision
Phase
This section deals with the phase in the purchase process during which you gathered information in
order to learn more about the product or service. It is the situation where you became aware of your desire to purchase trips / travel products. In this phase it is useful to get to know the products/brands and their features. You then consider a number of products
which, at first sight, meet your requirements
In this phase of the purchase process you select a number of alternatives that you would genuinely
consider for your purchase and you look up specific information on concrete product features. In other
words, this phase is a detailed selection of alternatives based on your very specific needs and desires. As a result, you may develop certain preferences in this
phase.
The actual decision and the choice of a specific brand is the next phase in the purchase process. After narrowing down the selection and the development of preferences in the previous
phase, the customer finally goes for one of the remaining alternatives. The choice can be based on the brand, the location where one would like to make the purchase, the
timing of the purchase, the payment, etc. In other words, this phase is the moment when you make your final decision to make an actual purchase, to buy a specific product from a
certain brand
This phase deals with the decision on where to buy the product. The product is available at a number of
shops but you still have to select one specific location. In other words, the purchase location is
determined in this phase
6IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Went through phase
Q: If you recall your last purchase of a trip / travel product, which of the following phases of the purchase process did you personally go through during the purchase of your trip / travel product? | Q: In each phase of the purchase process, to what extent did you use the Internet?
Buying cycle phases | Internet importance
N = 719 / F = Only if purchased a trip / travel product last 12 months F = Only if purchased a trip / travel product last 12 months and went through phase
Exploration phase
Comparison phase
Product / brand choice
Purchase decision
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
N = 627
N = 637
N = 618
N = 629
87%
13%
89%
11%
86%
14%
88%
13%
7% 7% 20% 40% 27%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
6% 5% 18% 45% 26%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
10% 8% 17% 41% 24%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
19% 6% 13% 34% 28%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
7IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Q: Which of the following information sources would you consult to select a brand for trips/travel products? Multiple answers possible.Q: During your last visit to a website of a trip / travel product manufacturer / dealer or another trip / travel product website, how did you end up on the site?
Consultation information sources and web traffic generation
Consultation information sources
N = 1082 / F = Belgian DMU surfer
67%
57%
46%
37%
25%
23%
16%
16%
13%
10%
8%
4%
2%
2%
67%
66%
21%
31%
25%
16%
18%
20%
19%
6%
34%
13%
8%
Websites
Friends, relatives,...
Material in a point-of-sales
Magazines
Online advertising
TV programmes
Offline advertising
Newspapers
Salesperson
Free local papers
Radio programmes
Product packaging
Call centre of a certain brand
Other
2008 2007
Previously ‘Travel agency / tour operator personnel’ (60%)
(Previously ‘in-store material’)
(Previously ‘Call centre of a certain travel agency / tour operator’)
Web traffic generation
N = 1007/ F = Only if Belgian DMU surfer who visited a website for a trip / travel product manufacturer / dealer or another trip / travel product website before
46%
20%
9%
9%
8%
3%
1%
1%
1%
3%
Via a search engine
By entering the website address (URL) directly
By using my bookmarks / favourites
Via acquaintances, friends and relatives
Via a link different website / electronic newsletter
Via a TV or radio programme, an article in a newspaper or magazine
Via a TV or radio commercial, an ad in a newspaper or magazine
Via a banner on different website / electronic newsletter
Via a link on the packaging of the product
In a different way
8IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Q: To what extent do you agree with the following statements regarding websites of trip / travel product manufacturers / dealers or websites on trips / travel products?
Brand impact (% net agreement)
N = 1082 / F = Belgian DMU surfer
Impact KPI 2008 2007 DifferenceLook up information before purchase 78% 73% +5%
Look up information after purchase 76% 75% +1%
Product / service suitable to be sold online 50% 42% +8%
Brand switch if online promotions 32% 35% -3%
Buy more if satisfied with brand/manufacturer site 24% 28% -4%
Negative opinion change if dissatisfied with brand / manufacturer site 18% 24% -6%
Brand switch if online advice or personalized info 4% 10% -6%
Brand switch if ability to buy product/service online -12% -12% 0%
% net agreement = % (fully) agree - % (fully) disagree
9IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Finance
10IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Visited websitesSatisfaction: 6,5/10
2.712.000
Visited websitesSatisfaction: 6,7/10
3.450.000
Role of the Internet | Finance
Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
6.800.000 Belgians (15-65)
4.624.000 Belgian surfers
(15-65)
3.191.000 Belgian DMU surfers (15-65),
responsible for the purchaseof financial services
68%
6.800.000 Belgians (15-65)
4.896.000 Belgian surfers
(15-65)
4.211.000 Belgian DMU surfers (15-65),
responsible for the purchaseof financial services
72%
86%
Purchased onlinepast 6 months
325.000
No purchase online past 6 months
2.386.000
Purchased onlinepast 6 months
450.000
No purchase online past 6 months
3.000.000
Repurchase intention online next 6 months
189.000
Purchase intention online next 6 months
72.000
Repurchase intention online next 6 months
149.000
Purchase intention online next 6 months
240.000
69%
12%
58%
88%
3%
85% 82%
13% 87%
33% 8%
2007 Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
2008
11IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Went through phase
73%
27%
70%
30%
76%
24%
83%
17%
Q: If you recall your last purchase of a financial service, which of the following phases of the purchase process did you personally go through during the purchase of your financial service? | Q: In each phase of the purchase process, to what extent did you use the Internet?
Buying cycle phases | Internet importance
N = 484 / F = Only if concluded a financial service last 12 months F = Only if concluded a financial service last 12 months and went through phase
Exploration phase
Comparison phase
Product / brand choice
Purchase decision
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
N = 354
N = 338
N = 369
N = 400
27% 8% 21% 32% 12%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
26% 8% 21% 32% 13%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
37% 9% 16% 26% 12%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
51% 8% 12% 19% 10%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
12IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Q: Which of the following information sources would you consult to select a brand for financial services? Multiple answers possible.Q: During your last visit to a website for a bank or another financial service website, how did you end up on the site?
Consultation information sources and web traffic generation
N = 1031 / F = Belgian DMU surfer
59%
51%
41%
23%
16%
14%
12%
11%
9%
6%
4%
4%
2%
2%
69%
58%
38%
13%
19%
19%
8%
10%
6%
3%
8%
7%
8%
Bank employee
Friends, relatives,...
Websites
Material in a point-of-sales
Magazines
Newspapers
Online advertising
Offline advertising
TV programmes
Radio programmes
Free local papers
Call centre of a certain bank
Product packaging
Other
2008 2007
Consultation information sources Web traffic generation
N = 842 / F = Only if Belgian DMU surfer who visited a bank or another financial service website before
31%
30%
21%
4%
4%
1%
1%
1%
1%
7%
By using my bookmarks / favourites
By entering the website address (URL) directly
Via a search engine
Via a link different website / electronic newsletter
Via acquaintances, friends and relatives
Via a banner on different website / electronic newsletter
Via a TV or radio commercial, an ad in a newspaper or magazine
Via a TV or radio programme, an article in a newspaper or magazine
Via a link on the packaging of the product
In a different way
13IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Q: To what extent do you agree with the following statements regarding websites for banks or websites on financial services?
Brand impact
N = 1031 / F = Belgian DMU surfer
Impact KPI 2008 2007 DifferenceLook up information after purchase 49% 53% -4%
Look up information before purchase 47% 43% +4%
Buy more if satisfied with brand/manufacturer site -4% -11% +7%
Negative opinion change if dissatisfied with brand / manufacturer site -10% -15% +5%
Brand switch if online promotions -12% -15% +3%
Product / service suitable to be sold online -13% -12% -1%
Brand switch if online advice or personalized info -25% -28% +3%
Brand switch if ability to buy product/service online -36% -46% +10%
% net agreement = % (fully) agree - % (fully) disagree
14IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Cars
15IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Role of the Internet | Cars
Visited websitesSatisfaction: 6,5/10
2.672.000
Visited websitesSatisfaction: 6,4/10
2.680.000
Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
6.800.000 Belgians (15-65)
4.624.000 Belgian surfers
(15-65)
3.144.000 Belgian DMU surfers (15-65),
responsible for the purchaseof cars
68%
6.800.000 Belgians (15-65)
4.896.000 Belgian surfers
(15-65)
3.525.000 Belgian DMU surfers (15-65),
responsible for the purchaseof cars and/or accessories
72%
72%
Purchased onlinepast 6 months
166.000
No purchase online past 6 months
2.506.000
Purchased onlinepast 6 months
188.000
No purchase online past 6 months
2.492.000
Repurchase intention online next 6 months
51.500
Purchase intention online next 6 months
150.000
Repurchase intention online next 6 months
54.000
Purchase intention online next 6 months
174.000
68%
7%
31%
93%
6%
85% 76%
7% 93%
29% 7%
2007 Belgian population
(15-65)
Internet population
(15-65)
DMU’s Internet
population (15-65)
2008
16IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Went through phase
Q: If you recall your last purchase of a car and/or accessories, which of the following phases of the purchase process did you personally go through during the purchase?Q: In each phase of the purchase process, to what extent did you use the Internet?
Buying cycle phases | Internet importance
N = 315 / F = Only if purchased car and/or accessories last 12 monthsF = Only if purchased car and/or accessories last 12 months and went through phase
Exploration phase
Comparison phase
Product / brand choice
Purchase decision
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
79%
21%
Yes No
N = 260
N = 256
N = 274
N = 266
83%
17%
81%
19%
87%
13%
84%
16%
15% 9% 24% 29% 23%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
15% 11% 19% 35% 20%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
26% 12% 16% 30% 16%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
41% 10% 12% 22% 15%
Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively
17IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Q: Which of the following information sources would you consult to select a brand for a car and/or accessories? Multiple answers possible.Q: During your last visit to a website of a car and/or accessories manufacturer / dealer or another car and/or accessories website, how did you end up on the site?
Consultation information sources and web traffic generation
N = 962 / F = Belgian DMU surfer
65%
48%
47%
42%
42%
18%
17%
16%
13%
12%
4%
4%
1%
2%
50%
58%
43%
43%
15%
15%
20%
12%
21%
4%
4%
4%
12%
Salesperson at the dealer / garage
Websites
Friends, relatives,...
Material in a point-of-sales
Magazines
Offline advertising
TV programmes
Newspapers
Online advertising
Free local papers
Radio programmes
Product packaging
Call centre of a certain brand
Other
2008 2007
2007: shop assistant (26%)
N = 734 / F = Only if Belgian DMU surfer who visited a car and/or accessories manufacturer / dealer or another car and/or accessories website before
55%
23%
5%
4%
3%
3%
1%
1%
1%
0%
0%
4%
Via a search engine
By entering the website address (URL) directly
Acquaintances, friends and relatives told me about this webs
By using my bookmarks / favourites
Via a link in an electronic newsletter
Via a link on a different website
Via a TV or radio programme, an article in a newspaper or magazine
Via a TV or radio commercial, an ad in a newspaper or magazine
Via a link on the packaging of the product
Via a banner on a different website
Via a banner in an electronic newsletter
In a different way
Consultation information sources Web traffic generation
18IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Q: To what extent do you agree with the following statements regarding the websites of car and/or accessories manufacturers / dealers or websites on cars and/or accessories?
Brand impact
N = 962 / F = Belgian DMU surfer
Impact KPI 2008 2007 DifferenceLook up information before purchase 58% 55% +3%
Look up information after purchase 43% 60% -17%
Buy more if satisfied with brand/manufacturer site -18% 0% -18%
Brand switch if online promotions -21% -8% -13%
Negative opinion change if dissatisfied with brand / manufacturer site -33% -15% -18%
Product / service suitable to be sold online -34% -17% -17%
Brand switch if online advice or personalized info -45% -26% -19%
Brand switch if ability to buy product/service online -69% -60% -9%
% net agreement = % (fully) agree - % (fully) disagree
19IAB Breakfast – Travel, Finance and Cars – 10/02/09© In
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Barometer benchmarks
Potential
Evaluation
Impact
Switch brand 1 = I would switch brands if I had access to interesting promotions (for another brand) via the InternetSwitch brand 2 = I would switch brands if I could receive advice or personalized information on a specific distributors products via the Internet Switch brand 3 = I would switch to another brand if I could buy this other brand online Opinion = I would change my opinion on a distributor if I was dissatisfied with the websiteHigher sales = If I were very satisfied with the website of a distributor I would buy more products from this distributor in the future
Visited (% ever) 93 82 76
Purchased online (% yes) 37 13 7
Purchase intent (% T2) 22 8 7
Repurchase intent (%T2) 67 33 29
Site evaluation (mean 10p) 6,6 6,7 6,4
Site evaluation (% top 3) 31 33 24
Switch brand 1 (% net) 32 -12 -21
Switch brand 2 (% net) 4 -25 -45
Switch brand 3 (% net) -12 -36 -69
Opinion change (% net) 18 -10 -33
Higher sales (% net) 24 -4 -18
Finance
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