digitaslbi connected commerce survey 2016
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2016
THANKS TO CONNECTED DEVICES LIKE TABLETS AND SMARTPHONES, THE WAY PEOPLE SHOP IS CHANGING DRAMATICALLY. We aim to better prepare brands for the future of retail. So for the fifth consecutive year, DigitasLBi has conducted a groundbreaking global survey into the emerging trends of multi-platform shopping across 15 countries. (They include: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the United Kingdom and the USA.) The study reveals the latest technology trends and consumer habits that are transforming how, where, and why we buy.
METHODOLOGY
S a m p l e s i z e : 1 , 0 0 0 w e b u s e r s p e r c o u n t r y a g e d 1 8 – 6 4 ( q u o t a m e t h o d : g e n d e r, a g e , i n c o m e o r s o c i a l p r o f i l e , r e g i o n ) .
USAGE
SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CUSTOMER JOURNEY.
What devices do online shoppers own and
how do they use them?
WHICH DEVICES DO ONLINE SHOPPERS USE? Ownership of mobile devices is now widespread across all countries
USAGE
SMARTPHONE
94% in 2016
73% in 2016
90% in 2016
75% in 2016
TABLET LAPTOP DESKTOP
29% in 2016
WEARABLE DEVICES
What devices do you personally use?
61% in 2016
CONNECTED TV
SMARTPHONES Daily usage and shopping online
USAGE
50
55
60
65
70
75
80
85
90
95
100
70 75 80 85 90 95 100 Daily general usage among users (%)
Smartphone used to purchase online (in %)
High smartphone usage for online purchases
Low smartphone usage for online
purchases
Mid smartphone usage for online purchase
Medium smartphone usage for online
purchases
MULTI-DEVICE BEHAVIOURS Anytime, anywhere, on any device
ON AVERAGE PEOPLE USE 3.9 DEVICES
What devices do you personally use?
USAGE
How frequently do you purchase online, by device
used?
SHOPPING BEHAVIOUR BY DEVICE Online shopping has become common in all countries,
although there are some differences in terms of sophistication.
ECOMMERCE
SMARTPHONE
68% of online shoppers
55% of online shoppers
83% of online shoppers
68% of online shoppers
TABLET LAPTOP DESKTOP
USAGE
PRE-BUYING BEHAVIOUR
HOW DO SHOPPERS RESEARCH PRODUCTS?
FIRST SOURCE OF INFORMATION Main sources of information used
PURCHASE PROCESS
What resources do you use to search for information on a product or
service? I consult... Please grade your responses where 1 is the one you use
the most.
MULTI BRAND RETAILER WEBSITES ARE THE MAIN SOURCE OF INFORMATION: - Retailer websites or apps are the first digital information source in all countries - most notably in the USA, UK, Germany, France and China. - Price comparison services are next (45%). These are most widely used in Germany, the Netherlands, Denmark, Sweden and Italy. - In total, 29% of consumers use brand websites or apps (this figure is higher in the USA, UK, Belgium, Sweden, Denmark and Australia). - In total, reviews by online users or consumers are used by 35% of shoppers (especially in Germany, the Netherlands, Denmark and Italy). INFLUENCERS ARE NOT CONSULTED IN THE BUYING PROCESS When looking for information on a product or service: - Only 15% use them during the research process. - The immediate social circle (friends, family, colleagues) are the real influencers. They are consulted by 35% of buyers.
26% in 2016
RETAILER WEBSITE APPS
8% In 2016
STORE
10% In 2016
FAMILY & FRIENDS
16% In 2016
PRICE COMPARISON
SITES
Friends and family are important in the buying cycle: 35% of shoppers consult them
– as much as they use consumer review sites:
Consumer reviews are
important in the pre-purchase journey.
78% of online shoppers look for
other users’ opinions before purchasing.
This is even more important in Asian countries and in South Europe
(Spain, Italy) We can deduce that users’ opinions
are mostly read on retailers’ websites / apps
è Brands’ websites do not always provide users’ comments. Perhaps this explains why they are less used
before online purchases…
USERS’ OPINIONS AND COMMENTS Impact of digital voices in the purchase process
78% of online shoppers who search for products online look for
other users’ opinions and comments
Here are several things that people have said about online purchases. For each of them, please indicate if you agree or not
PURCHASE PROCESS
RETAIL (STILL) RULES
IN-STORE SHOPPING STILL DRIVES 90%* OF SALES
Understanding the real reason for retail preference
*FEVAD SOURCE
MOB
Which one of the following is most likely to make you prefer to buy in-store rather
than online?
RETAIL RESISTANCE
PRODUCT TESTING (67%) AVAILABILITY
(65%)
STORE PROXIMITY
(43%)
1 2
THE ADVANTAGES OF BUYING IN-STORE
3
Physical, in-store shopping has 3 main advantages over the online experience: It allows shoppers to test products (this was the main driver for 38% of people interviewed, especially in Hong Kong and Singapore (47%))
Items are immediately available (this was the key priority for 27% of consumers overall - 34% in UK and 37% in the USA).
Physical proximity is an important consideration for in-store shopping. In particular in the US (53%), UK (50%) and Australia (48%).
Sales advisers’ expertise is not seen as a key benefit (32% of respondents referred this, only 10% first) è There is a lack of perceived added value as consumers are now as informed as salesmen thanks to the internet
ONLINE PURCHASE ADVANTAGES
RETAIL RESISTANCE
AVAILABILITY OF PRODUCT (59%)
Expectations from a retailer or a brand when buying online ?
1 2 3
PRODUCT
INFORMATION (54%)
AVAILABILITY OF DELIVERY (55%)
WHAT ARE YOUR EXPECTATIONS FROM A RETAILER OR BRAND WHEN BUYING ONLINE?
BENEFIT FROM SPECIAL OFFERS OR BETTER
PRICES
(88%)
1 2 3
MORE CHOICES (85%)
TAKE TIME TO THINK ABOUT THINGS
(93%)
E-COMMERCE
WHENEVER, WHEREVER, HOW EVER. This is the way new connected consumers shop.
In general, what is the maximum delivery time you will expect ?
CONSUMER EXPECTATION Maximum delivery time
ECOMMERCE
of people expect more than 1 day to be the
maximum delivery time
of people expect 1 day or less
82% VS 18%
PURCHASE FROM CATEGORIES Top 3 per country
ECOMMERCE
8%
Fashion 88%
Culture
86%
Fashion 89%
Culture
92%
Culture
86%
Fashion 80%
Culture
75%
Culture 90%
Culture
81%
Culture
83%
Technology
85%
Culture
86% Fashion
82%
Technology
87%
Fashion
80%
Technology
89%
Culture
82%
Food 94%
Fashion 87%
Leisure-‐travel
79%
Health-‐beauty
76%
Technology
82%
Netherlands Denmark Sweden Spain Italy
China India Australia Singapore Hong-‐Kong
United States England France Belgium Germany
Technology
87%
Technology
88%
Technology
81%
Leisure-‐travel
77%
Fashion 90%
Household items 88%
Leisure-‐travel
80%
Household items 80%
Fashion 87%
Fashion 87%
Leisure-‐travel
84% Fashion
86%
Technology
87% Leisure-‐travel
86%
Household items
89%
Technology
74%
Fashion
85%
Leisure-‐travel
79%
Fashion 82%
Culture
82%
Household items 90%
Technology
89%
Fashion 93%
Fashion
92%
PRICE is the main online
purchase driver in all product categories, ahead of choice
and comfort.
ONLINE PURCHASE DRIVER
What was the main motivation behind this purchase ?
ECOMMERCE
46% OF PURCHASES ARE
MOTIVATED BY THE PRICE
18% OF PURCHASES HAPPEN BECAUSE THE PRODUCT WAS NOT AVAILABLE
IN-STORE
14% OF PURCHASES TAKE
PLACE ONLINE BECAUSE THE SHOPPER WANTS
STAY AT HOME
MAINLY FOR MAINLY FOR MAINLY FOR
Although online purchases are mainly made alone, some
products are bought when the shopper is accompanied. This
happens most often when purchasing home equipment and leisure-travel products.
PURCHASE ALONE OR ACCOMPANIED
Did you make this purchase alone or accompanied by someone?
ECOMMERCE
62% OF PURCHASES ARE
MADE ALONE
38% OF PURCHASES ARE
MADE ACCOMPANIED
ALONE FOR TOGETHER FOR
SHORT
LONG
Shopping for food and DIY products requires less
dedicated concentration. Multitasking is not common with
leisure-travel and technology shopping, as it requires
expertise and time to research the right products.
PURCHASE AND MULTITASKING During the purchase…
While you make your purchase, were you doing another activity at the same time ?
ECOMMERCE
25% OF PURCHASES ARE
MADE WHILE WATCHING TV
13% OF PURCHASES
ARE MADE WHILE LISTENING TO THE RADIO OR MUSIC
7% OF PURCHASES
ARE MADE WHILE EATING
SPECIALLY FOR SPECIALLY FOR SPECIALLY FOR
In summary, the quality of recommendations should be
improved – and consumer reviews are an important part of
the online purchase journey.
ROOM FOR IMPROVEMENT Level of satisfaction
And in detail, how satisfied were you with the purchase process ? By this, we mean the full
process, in relation to the app / website used. Please rate each item between 0 and 10
where 0 means that you were not satisfied at all and 10 that you were completely satisfied
ECOMMERCE
PRICE WEBSITE AND APP EASE OF USE EASE TO FIND THE PRODUCT AMOUNT OF CHOICE
QUALITY OF RECOMMENDATIONS
ESPECIALLY FOR
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