Clothing and Shoe Retail: The Buying Preferences of In-Store vs. Online Consumers. September 2014 Insight Report

Transcription

1 Clothing and Shoe Retail: The Buying Preferences of In-Store vs. Online Consumers September 2014 Insight Report

2 About this Insight Report CivicScience developed this report using our InsightStore solution an online research platform that mines real-time consumer opinions and custom research responses from over 27 million+ anonymous respondent profiles (and growing daily). This report highlights what people care most about when shopping for clothing or shoes in stores and online. CivicScience s capabilities allow us to go deeper than just basic demographics, providing a rich profile of these buyer segments. The data for this report was collected August 5 - September 3, An overview of the methodology is available at the end of this report. 9/24/2014 biz.civicscience.com 2

3 Topline Results

4 Topline Results: In-Store Buyers When buying clothing or shoes in a store, what matters most? > All respondents > Weighted according to U.S. Census figures for gender and age, 13 and older Seeing/touching the product 56% Act of browsing Taking home purchase that day 13% 15% Help from sales associate/service Ease of returns I don't buy these products in stores 5% 5% 6% Margin+/- 2 4,572 responses from 8/05/2014 to 9/03/2014 Generated by CivicScience A total of 4,572 responses were collected and weighted according to the U.S. Census for gender and age, 13 and older. When buying clothing or shoes in a store, people value being able to see or touch the product the most, followed by the act of browsing and taking home the purchase that day. 9/24/2014 biz.civicscience.com 4

5 Topline Results: Online Buyers When buying clothing or shoes online, what matters most? > All respondents > Weighted according to U.S. Census figures for gender and age, 13 and older Convenience Variety/selection Ease of price comparisons Favorable shipping terms Ease of returns Access to consumer reviews No crowds No pressure sales I don't buy these products online Margin+/- 2 4,508 responses from 8/05/2014 to 9/03/2014 Note, the reported percentages do not sum to 100 due to rounding. Generated by CivicScience 4% 3% 5% 7% 7% 8% 16% 15% 34% A total of 4,508 responses were collected and weighted according to the U.S. Census for gender and age, 13 and older. When buying clothing or shoes online, people value the convenience, followed by variety / selection. 34% of consumers do not buy clothing or shoes online. 9/24/2014 biz.civicscience.com 5

6 High-Level Comparison of In-Store and Online Clothing and Shoe Buyers In-Store Consumers 52% women vs. 48% men. 36% are 34 years old and under. 57% have children or grandchildren. 17% have a graduate degree or PhD. 26% have a household income of under $35K, 58% earn $35K-$125K and 16% earn $125K+. Online Consumers 53% women vs. 47% men. 42% are 34 years old and under. 53% have children or grandchildren. 18% have a graduate degree or PhD. *25% have a household income of under $35K, 56% earn $35K-$125K and 18% earn $125K+. 35% closely follows trends and current events in music. 31% are influenced most by comments or recommendations on social media. 57% own a smartphone. 39% own a tablet computer. 64% seek out online reviews before purchases. 43% closely follows trends and current events in music. 40% are influenced most by comments or recommendations on social media. 63% own a smartphone. 40% own a tablet computer. 70% seek out online reviews before purchases. *Note: The reported percentages do not sum to 100 due to rounding. 9/24/2014 biz.civicscience.com 6

7 In-Store Clothing and Shoe Buyers

8 Demographics of In-Store Clothing and Shoe Buyers Insight What matters most when buying clothing or shoes in a store? Seeing/touching the Taking home Act of browsing product purchase that day Gender 50% men vs. 50% women 45% men vs. 55% women 46% men vs. 54% women Age: 34 and under 36% 43% 37% Age: 35+ years old 64% 57% 63% Residential Location 45% suburban, 29% urban 46% suburban, 28% urban 45% suburban, 24% urban Education Level: graduate/phd 18% 20% 15% Income: under $35K 24% 27% 28%* Income: $35K-$125K 61% 57% 53%* Income: over $125K 15% 16% 18%* Parental Status: parent or grandparent *Note: The reported percentages do not sum to 100 due to rounding. 58% 46% 56% 9/24/2014 biz.civicscience.com 8

9 Attributes of In-Store Clothing and Shoe Buyers Insight What matters most when buying clothing or shoes in a store? Seeing/touching the Taking home Act of browsing product purchase that day Always seek out online reviews 19% 30% 23% Watches local TV news daily 36% 25% 42% Most influenced by comments/ recommendations on social media 32% 37% 26% Owns a smartphone 56% 62% 67% Makes decisions quickly and confidently 62% 52% 64% Researches online, then visits store to buy the product 74% 84% 76% Gets fashion inspiration from TV/movies 16% 15% 22% Goes to movies at least once a month 13% 13% 23% 9/24/2014 biz.civicscience.com 9

10 Summary of Different In-Store Clothing and Shoe Buyers Those who value seeing/touching the product the most (by far the most popular answer option at 56%) are likely to live in the suburbs and be 35 years old and older. Gender is evenly split. They are slightly more likely than the other two groups to have a household income of $35K-$125K and to be parents or grandparents. 62% believe they make decisions quickly and confidently. People who value the act of browsing are 22% more likely to be women than men. They are more likely than the others to be under 35 years old and slightly more likely to have a graduate or PhD degree. Those who enjoy browsing are at least 30% more likely to always seek out online reviews than the other two groups. They are also very influenced by social media: 37% of browsers are most influenced by comments/ recommendations on social media, rather than TV or internet ads, which is higher than the others. People who value taking home their purchase right away are 17% more likely to be women than men, and when compared to the other groups, they are slightly more likely to have an income under $35K. 56% are parents or grandparents. They are more likely than the other groups to watch local TV news daily, own a smartphone, make decisions quickly and confidently, research online, but buy in store, get their fashion inspiration most from TV/movies, and go to the movies at least once a month more. 9/24/2014 biz.civicscience.com 10

11 Online Clothing and Shoe Buyers

12 Demographics of Online Clothing and Shoe Buyers What matters most when buying clothing or shoes online? Insight Variety/selection Convenience Gender 52% men vs. 48% women 49% men vs. 51% women Age: 34 and under 47% 28% Age: 35+ years old 53% 72% Residential Location 46% suburban, 31% urban 47% suburban, 30% urban Education Level: graduate/phd 16% 21% Income: under $35K 25%* 19% Income: $35K-$125K 55%* 62% Income: over $125K 19%* 19% Parental Status: parent or grandparent 45% 61% *Note: The reported percentages do not sum to 100 due to rounding. 9/24/2014 biz.civicscience.com 12

13 Attributes of Online Clothing and Shoe Buyers What matters most when buying clothing or shoes online? Insight Variety/selection Convenience Owns a smartphone 70% 60% Owns an tablet 47% 41% Active on Facebook 24% 17% Addicted to digital devices 53% 39% Brand and price are equally important when shopping for clothing/accessories 40% 52% Very loyal to favorite brands 42% 39% Very concerned about consumer privacy 49% 65% Seeks out online reviews 74% 69% 9/24/2014 biz.civicscience.com 13

14 Profile of Non-Online Clothing and Shoe Buyers 34% of people don t buy clothing or shoes online. Due to the large percent, we profiled this segment of individuals: What matters most when buying clothing and shoes online? Insight I don t buy these products online Gender 54% men vs. 46% women Age: 35+ years old 74% Residential Location 42% suburban, 27% urban Education Level: Graduate/PhD 14% Income: under $35K 31% Income: $35K - $125K 57% Parental Status: parent or grandparent 63% Owns a tablet computer 29% Owns a smartphone 38% Price is more important than brand when shopping for clothing/accessories 51% Very loyal to favorite brands 27% Almost never makes purchases online 61% Seeks out online reviews 48% 9/24/2014 biz.civicscience.com 14

15 Summary of Online Clothing and Shoe Buyers People who value variety/selection the most when shopping for clothing and shoes online are slightly more likely to be men, and 53% are 35 years old and older. 31% live in a city and they are slightly more likely than those who value convenience to have an income under $35K. Compared to the convenience group, they are more likely to own a smartphone and tablet, be addicted to their digital devices, and be active on Facebook. They are also slightly more likely to be very brand loyal and likely to seek out online reviews before making purchases. Those who value convenience (the most popular answer option at 16%) are slightly more likely than those who value variety/selection to be women who are 35+ years old, are parents or grandparents, and have a graduate or PhD degree. They are more likely to say brand and price are equally important when shopping for clothing and accessories. Consumer privacy is a big concern for this group: they are 33% more likely than people who value variety/selection to be very concerned about privacy. Those who don t buy personal clothing or shoes online are more likely than the other segments to be older and are 17% more likely to be men than women. They are more likely to have an income under $35K and have a lower ownership rate of digital devices, especially smartphones. Not only does this segment not buy clothing or shoes online, they also don t do much online shopping in general; 61% almost never make purchases online. They are also price sensitive when it comes to shopping for clothing/accessories. 51% of those who don t buy online are more concerned about price over brand (vs. 43% who value variety/selection and 38% who value convenience). 9/24/2014 biz.civicscience.com 15

16 Methodology

17 About the CivicScience Methodology: CivicScience collects real-time consumer research data via polling applications that run on hundreds of U.S. publisher websites, cycling through thousands of active questions on any given day. Respondents answer just for fun and are kept anonymous, allowing for greatly reduced bias and higher levels of engagement. Using technology, CivicScience builds deep psychographic profiles of these anonymous respondents over time, providing valuable consumer sentiment data to the decision makers who care. Automated data science technology allows clients to rapidly gain robust consumer insight and trending reports. The CivicScience methodology has been validated by a team of academic leaders and by independent consulting firms. Responses may be weighted for U.S. census representativeness for gender and age. CivicScience currently has more than 27 million anonymous consumer profiles and 600 million responses stored, growing daily. 9/24/2014 biz.civicscience.com 17

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