Interactive Advertising Bureau 15 Barometers : Conclusions

Transcription

1 Interactive Advertising Bureau 15 Barometers : Conclusions 19th February 2008 Travel Leisure Telecom Car

2 Agenda Part 1 Internet in Belgium Belgian surfers Advertising investments Part 2 Methodology Barometer Travel Barometer Leisure Barometer Telecom Barometer Car Part 3 Main conclusions 15 Barometers Part 4 Why internet?

3 Internet usage in Belgium Internet connections in Belgium

4 22 Bulgaria 25 Rumania Greece Czech Republic Hungry Cyprus Portugal Poland Italy Lithuania Spain 49 Slovakia 51 France Latvia Estonia EU (27 countries) EU (25 countires) Ireland Slovenia EU (15 countries) Austria Belgium 69 UK 71 Finland 75 Germany Luxemboug Norway Denmark 83 Sweden Netherlands Internet penetration in Europe Number of Internet connections for 100 households Source : Eurostats - Dec 2007

5 Yesterday use of web or (% of 12+ population) There are Belgian surfers on an average day 47% of Belgians Websites Web or Mail Source : CIM PluriMediaProduct Study 06-07

6 Yesterday s use (Web or usage - % per target) Average SG 7-8 SG 5-6 SG 3-4 SG 1-2 West Vl. Brabant wallon Vlams Brabant Oost Vl. Namur Luxembourg Liege Limburg Hainaut Brussels 19 Antwerpen NL FR Women Men Total 19 Source : CIM PluriMediaProduct Study 06-07

7 Online activities : 18+ versus all men Activity 18+ (000) 18+ (%) Activity Product Info 2, Product Info 1, Pc-Banking 2, Surf 1, Surf 2, Messenging 1, Messenging 2, Pc-Banking 1, Document 1, Document 1, Press 1, Download Download 1, Music Music 1, Press E-Shopping 1, E-Shopping Radio Online Games No Answer Radio Online Games Chat Chat No Answer Jobs Sites Life Sport Jobs Tv Prog Tv Prog Sms Sms Jobs Life Sport Jobs Sites Men (000) Men (%) Source : CIM PluriMediaProduct Study 06-07

8 Online activities : 18+ versus all women Activity 18+ (000) 18+ (%) Product Info 2,611 Pc-Banking Activity Women (000) Women (%) 31 Product Info 1, , Messenging 1, Surf 2, Document 1, Messenging 2, Pc-Banking 1, Document 1, Surf 1, Press 1, Music Download 1, Press Music 1, Download E-Shopping 1, Online Games Radio Chat No Answer E-Shopping Online Games No Answer Chat Radio Jobs Sites Jobs Sites Jobs Jobs Tv Prog Sms Sms Tv Prog Life Sport Life Sport Source : CIM PluriMediaProduct Study 06-07

9 Top sites Daily average figures update Regular visitors Daily average Hotmail 4,691,182 1,011,638 MSN Belgium 4,256, ,076 Skynet 3,081, ,072 HLN.be - 7sur7.be Website 2,000, ,366 Zita 1,600, ,192 Het Nieuwsblad 1,488, ,872 Pages d Or - Gouden Gids 1,430,369 87,008 Skyrock 1,292, ,161 Google Search Kapaza 1,088, ,922 LIVE.COM* De Standaard Online 1,071, ,146 Netlog 994, ,980 2dehands.be 932,083 80,976 Immoweb 899,670 72,185 VRT Nieuws 804, ,459 SeniorenNet 703,985 43,956 TELENET.BE Gazet van Antwerpen 686,721 66,144 Yahoo! Vlan on-line 685,501 42,556 VTM 575,155 36,039 Le Soir 563,517 60,797 NetOnline 529,230 22,999 Top 20 Sites (Metriweb) Source : CIM Metriweb - November 2007 Top Sites (Comscore panel) Windows Live Hotmail MSN-Windows Live Messenger YOUTUBE.COM WIKIPEDIA.ORG Windows Live Spaces MSN Homepages Source : CIM Metriweb November 2007

10 Internet usage in Belgium Pluri media consumption

11 Internet influences other media usage Total TV screen usage : minutes per day 03:55 03:53-1h31-1h24-1h37 min 02:31 02:29 02:24 4+ No Internet 4+ Internet at at home home 04:08 Men 18+ No Internet Men 18+ Internet Women No Internet Women Internet Source : CIM Audimetrie January December 2006

12 Advertising Investments

13 Belgium vs other countries Comparability? Benchmark 2006 : Display Advertising, Content Integration, , Search, Affiliate, Directories and Classifieds 2% Re Display 31% on ac lin hin e g In 8 ve Bi st llio m n en s ts fo re Search 45% ur op e an Classified 22%

14 Expenditure per user Average European investment = 39.1 per active user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ 4

15 Media consumption Evolution of hours spent since Watch television Listen to the Radio Use the Internet Read Newspapers Read Magazines 2006 Source : EIAA 2006 [Base: All European users of each media]

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17 Population composition Belgians (15-65) 68% Belgian surfers (15-65) 69% Belgian DMU surfers (15-65), responsible for the purchase of travel products A DMU surfer is an Internet user who is responsible for or influences the purchase decision of a certain product category or service, in this case travel products IAB 10before10 Barometer XIII: Travelling

18 Information sources Which of the following information sources would you consult to select a travel agency / tour operator? Would you consult information sources to decide upon the travel agency / tour operator? No 4% Websites 67% Friends, relatives,... 66% Travel agency / tour operator personnel 60% 34% Product brochure Magazines 31% Online advertising In-store material 21% Newspapers 20% Free local papers 19% Offline advertising Yes 96% N = 922 Filter: Belgian DMU surfers 25% 18% TV programmes 16% Call centre of a certain travel agency / 13% tour operator Radio programmes 6% Other 8% I would not consult any information 4% sources N =882 Filter: Belgian DMU surfers with intention to consult other information sources Websites are the n 1 information source, followed by Word of mouth and travel agencies. IAB 10before10 Barometer XIII: Travelling

19 Which of the following websites would you visit? Websites for travel agencies / tour operators I am already 75% familiar with Websites specialised in travelling 71% Websites with travel tips 62% Websites for travel agencies / tour operators I am not familiar 49% with Columns regarding travelling on general websites 43% 18% Discussion forums / blogs Other websites 7% Branded websites are n 1, followed by travel sites Blogs & forum are less important, but significant (18%) N = 618 Filter: Belgian DMU surfers with intention to consult websites as information sources IAB 10before10 Barometer XIII: Travelling

20 What information and services regarding travelling do you expect to find on the Internet? Product pricing 86% Information on the offered trips 82% Detailed information of each trip 73% Where to book 70% 68% Possibility to book online 67% Contact information 61% Ask questions via Subscribe to newsletter 40% General information 35% Latest advertising campaign Online games 22% 10% Goodies 2% None of the above 2% Price and trip information are crucial. Online booking is also very important N = 992 Filter: Belgian DMU surfers IAB 10before10 Barometer XIII: Travelling

21 Do you agree with the following statements regarding travel websites? N = 922 Filter: Belgian DMU surfers IAB 10before10 Barometer XIII: Travelling

22 Conclusions Summary main findings Travel 3.4 million Belgian surfers responsible for travel purchases More female More often between 35 and 54 96% would consult information when deciding upon the choice of a travel The majority would consult websites (67% - mostly websites of travel agencies / tour operators they are already familiar with) friends and relatives travel agencies and tour operators personnel DMU surfers mainly expect to find product pricing portfolio

23 Visited (% ever) Visited (% last month) Purchase online (% yes) Purchase intent (% Top 2) Repurchase intent (% Top 2) 93% DMU surfers Visited websites 29% DMU surfers Purchased online 71% DMU surfers Repurchase intention online 71% Did not purchase online DMU surfers 18% Purchase intention online DMU surfers IAB 10before10 Barometer XIII: Travelling

24 Conclusions Summary main findings Travel Role of the Internet restricted to informing the consumer The majority believes it is important for a travel agency / tour operator to have a welldesigned website Internet is for 80% believed to provide additional product information after and before having booked a trip / journey 29% of the DMU surfers has purchased travel products online in the past 6 months 71% of them is inclined to book a travel online again in the next 6 months Online booking : acceptance is high (more than 1 out of 2 finding travels appropriate to be sold online) 22% would switch brands when this brand could be bought online. 34% would switch brands if they would receive customized advise ; 49% if they had access to interesting promotions via the Internet

25 Travel website : lower satisfaction Percentiles Travel websites Ver y dissatisfied (N=214 websites) External site benchmark (214 other sites) 1% Average for N = % 2% 25 5% % % % % % % % % % % 13 24% Ver y satisfied % % 8 4% 7 5 2% N = 855 Filter: Belgian DMU surfers who visited a travel website before ,4 6,5 6,6 6,7 6,8 6,9 7,0 7,1 7,2 7,3 7,4 7,5 7,6 7,7 7,8 7,9 8,0 8,1 8,2 8,3 8,4 8,5 8,6 IAB 10before10 Barometer XIII: Travelling

26 Conclusions Summary main findings Travel 93% of the Belgian DMU surfers visited travel agencies / tour operators websites before, but are not extremely satisfied! Overall satisfaction is 6.6. The main weaknesses : transparent site structure, technical problems and quality of replies to online questions. Strengths : general product information, readability, user-friendliness loading speed.

27 Leisure

28 Belgians (15-65) 68% Belgian surfers (15-65) 71% Belgian DMU surfers (15-65), responsible for the purchase of leisure products / games 88% DMU surfers Visited websites 26% DMU surfers Purchased online 62% DMU surfers Repurchase intention online 74% Did not purchase online DMU surfers 14% Purchase intention online DMU surfers

29 Which information sources to consult Consultation information sources Q: Would you consult information sources to decide upon the brand for leisure products / games? Q: Which of the following information sources would you consult to select a brand for leisure products / games? Multiple answers possible. Friends, relatives,... 67% Magazines 52% Websites 51% -s tore material In 7% 93% 44% Newspapers 36% Free local papers 35% Shop assistant 30% Offline advertising 30% TV programmes 29% Product packaging Yes 20% No Online advertising 17% Radio programmes 17% Call centre of a certain brand 1% Other N = 971 Filter: Belgian DMU surfers Friends and relatives are the most important source of information. Magazines are the second most important, used by 52% of the information seekers. Websites are popular as well (51%). 6% N = 906 Filter: Belgian DMU surfers with intention to consult other information sources

30 Which websites to consult Expectations website content Q: Which of the following websites would you visit? Multiple answers possible. Q: What information and services regarding leisure products / games do you expect to find on the Internet? Product pricing Websites of leisure products / games manufacturers I am already familiar with 66% 82% Shop locator 69% Product usage Websites specialised in leisure / gaming 66% 67% Product portfolio 65% Put -m ailquestions via e Websites with leisure / gaming tips 62% 54% Request discount coupons 52% Request product samples Websites of leisure / gaming manufacturers I am not familiar with 55% Columns regarding leisure / gaming on general websites 53% 51% Product composition 49% Contest for free products 49% Contact information 47% Buy product onlnie Discussion forums / blogs 40% Subscribe to newsletter 34% 33% General information Online shopping sites 31% Online games 30% 24% Goodies Other websites 13% Most visited websites are the websites of leisure products / games manufacturers people are already familiar with and websites specialized in leisure / gaming. 62% also indicates they surf to websites with leisure / gamin tips. 17% Latest advertising campaign None of the above N = 492 Filter: Belgian DMU surfers with intention to consult websites as information sources 15% 5% N = 971 Filter: Belgian DMU surfers Decision makers for leisure products / games expect to find product pricing information on relevant websites. Information about where to buy and how to use the product are important as well. Furthermore, the product portfolio and the possibility to put questions via are expected as well.

31 Conclusions Summary main findings Leisure Role of the Internet restricted to informing the consumer The Internet is mainly believed to provide additional product information after and before having purchased the leisure product or game 76% believes it is important for a leisure product / games manufacturer to have a well-designed website 26% of the DMU surfers who visited leisure products / games websites before has purchased leisure products / games products online in the past 6 months 62% of them is inclined to buy leisure products / games online again in the next 6 months. Low potential for online purchase Only a few would switch brands when this brand could be bought online 30% would switch brands if they would receive customized advise ; 40% if they had access to interesting promotions via the Internet

32 Conclusions Summary main findings Leisure 88% of the Belgian DMU surfers visited leisure products / games products websites before, but are not extremely satisfied Overall satisfaction is 6.6. Based on our benchmarks, leisure products / games websites are among the 10% websites with the lowest satisfaction score Weaknesses : technical problems the transparency of the site structure tips regarding leisure / gaming Strengths : product information graphic elements user-friendliness the contact info.

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34 Population composition Belgians (15-65) 68% Belgian surfers (15-65) 69% Belgian DMU surfers (15-65), responsible for the purchase of telecommunication products or for concluding a telecommunication provider contract A DMU surfer is an Internet user who is responsible for or influences the purchase decision of a certain product category or service, in this case Telecom products IAB 10before10 Barometer XV - Telecom

35 Information sources Which of the following information sources would you consult to select a telecommunication provider? Would you consult information sources to decide upon the brand of a telecommunication provider? No 3% Friends, relatives,... 64% Websites 51% In-store material 42% Product brochure 39% Shop assistant 32% Magazines 24% Free local papers 18% 16% Offline advertising Newspapers Yes 97% Online advertising 12% TV programmes 11% Call centre of a certain provider N = 876 Filter: Belgian DMU surfers 15% 7% Radio programmes 6% Other 6% I would not consult any information 3% sources N = 847 Filter: Belgian DMU surfers with intention to consult other information sources Relatives & Friends are the n 1 information source, followed by Website and In-store materials. IAB 10before10 Barometer XV - Telecom

36 Which of the following websites would you visit? Websites for telecommunication providers I am already familiar 66% with Websites with telecommunication provider tips 64% Websites specialised in telecommunication providers 58% Websites for telecommunication providers I am not familiar with 46% Columns regarding telecommunication providers on general 34% websites 30% Discussion forums / blogs Other websites 9% Branded websites are n 1, followed by sites about Telecommunication N = 447 Filter: Belgian DMU surfers with intention to consult websites as information sources IAB 10before10 Barometer XV - Telecom

37 What information and services regarding telecommunication providers do you expect to find on the internet? Product pricing 82% Detailed provider information 56% Provider information 53% Contact information 48% Put questions via 47% Shop locator 41% General information 36% Subscribe to newsletter 27% Conclude contract online 27% Watch or hear latest advertising campaigns Online games Goodies 18% Price and information about the provider are crucial. 6% 5% N = 876 Filter: Belgian DMU surfers IAB 10before10 Barometer XV - Telecom

38 Do you agree with the following statements regarding telco websites? I think it is important for telecommunication providers to have 71% 3% a well-designed website Before I conclude a contract with a telecommunication 69% 6% provider I find it important to look up information online After I conclude a contract with a telecommunication provider 70% I find it important to have the possibility to look up additional I would change my opinion on a telecommunication provider if I I would switch telecommunication provider if I had access to Contracts with telecommunication providers are not fit to be 28% concluded via the internet If I were very satisfied with the website for a 25% telecommunication provider I would conclude more contracts I would switch telecommunication provider if I could receive 16% advice or personalised information on a specific contracts online 27% 37% interesting promotions (for another provider) via the internet I would switch to another provider if I could conclude their 27% 38% was dissatisfied with the website 8% 7% 22% 29% 40% 54% Agreement (top 2) Disagreement (bottom 2) N = 876 Filter: Belgian DMU surfers IAB 10before10 Barometer XV - Telecom

39 Conclusions Role of the Internet within telecommunication Visited (% ever) Visited (% last month) Purchase online (% yes) Purchase intent (% T2) Repurchase intent (% T2) 87% DMU surfers Visited websites 14% DMU surfers Purchased online 15% DMU surfers Repurchase intention online 87% Did not purchase online DMU surfers 10% Purchase intention online DMU surfers IAB 10before10 Barometer XV - Telecom

40 Telecom website : lower satisfaction Percentiles Telecom websites Ver y dissatisfied (N=214 websites) External site benchmark (214 other sites) 2% Average for N = % 3 6% 4 6% % % % % % % % % % % 13 10% Ver y satisfied % % 8 3% 7 5 1% N = 757 Filter: Belgian DMU surfers who visited a telco website before ,4 6,5 6,6 6,7 6,8 6,9 7,0 7,1 7,2 7,3 7,4 7,5 7,6 7,7 7,8 7,9 8,0 8,1 8,2 8,3 8,4 8,5 8,6 IAB 10before10 Barometer XV - Telecom

41 Conclusions Summary main findings Telecom 87% of the Belgian DMU surfers visited telecommunication (providers) websites before, but are not satisfied Telecommunication providers websites are among the 10% websites with the lowest satisfaction score Main weakness : telecommunication tips offered Strengths : general product information user-friendliness graphic elements transparent site structure information on product usage

42 Car

43 Population composition Belgians (15-65) 68% Belgian surfers (15-65) 69% Belgian DMU surfers (15-65), responsible for the purchase of car products More male More often between 25 and 54 A DMU surfer is an Internet user who is responsible for or influences the purchase decision of a certain product category or service, in this case car products IAB 10before10 Barometer XIV:Cars & Accesories

44 Information sources Which of the following information sources would you consult a car? Would you consult information sources to decide upon a car? No 7% Friends, relatives,... 58% Websites 50% In-store material 43% Magazines 43% Shop assistant 26% Free local papers 21% Newspapers Offline advertising 15% TV programmes 15% Online advertising Yes 93% N = 952 Filter: Belgian DMU surfers 20% 12% Radio programmes 4% Product packaging 4% Call centre of a certain brand 4% Other I would not consult any information sources 12% 7% N = 885 Filter: Belgian DMU surfers with intention to consult other information sources Friends and relatives are the n 1 information source, followed by Websites. IAB 10before10 Barometer XIV:Cars & Accesories

45 Which of the following websites would you visit? Websites of car & accessories manufacturers / dealers I am 82% already familiar with Websites specialised in cars & accessories 75% Websites with cars & accessories tips 64% Websites of car & accessories manufacturers / dealers I am not 60% familiar with Columns regarding cars & accessories on general websites 44% Discussion forums / blogs Online shopping sites Other websites 24% 8% 6% Branded websites of car company s are n 1, followed by specialised websites in cars and accessories N = 475 Filter: Belgian DMU surfers with intention to consult websites as information sources IAB 10before10 Barometer XIV:Cars & Accesories

46 What information and services regarding cars do you expect to find on the Internet? Product pricing 83% Shop locator 64% Product portfolio 63% Contact information 59% Product usage 51% Put questions via 44% Product composition 42% General information 38% 32% Contest to win free products Request discount coupons 30% Subscribe to newsletter 24% Watch or hear latest advertising campaign 22% Request product samples 21% Buy product online Goodies Online games None of the above 13% 7% Price and Shop locator information are crucial. Buying the product Online is less important 5% 8% N = 952 Filter: Belgian DMU surfers IAB 10before10 Barometer XIV:Cars & Accesories

47 Do you agree with the following statements regarding car websites? I think it is important for cars & accessories manufacturers / 73% 4% dealers to have a well-designed website After I purchase a car & accessories I find it important to have 67% the possibility to look up additional product information on the Before I purchase a car or accessories I find it important to 62% look up information online Cars & accessories are not fit to be sold via the internet I would switch brands if I had access to interesting promotions I would change my opinion on a cars & accessories 37% 23% manufacturer / dealer, if I was dissatisfied with the website I would switch brands if I could receive advice or personalised 15% information on specific cars & accessories via the internet online 36% 28% (for another brand) via the internet I would switch to another brand if I could buy this other brand 28% 28% accessories manufacturer / dealer I would buy more products 4% 7% 20% 37% If I were very satisfied with the website for a cars & 7% 41% 65% Agreement (top 2) Disagreement (bottom 2) N = 952 Filter: Belgian DMU surfers IAB 10before10 Barometer XIV:Cars & Accesories

48 Car website : lower satisfaction Percentiles Car websites 6.6 (N=214 websites) External site benchmark (214 other sites) 1 ery -V 0% dissatisfied Average for N = % 3 2% 4 3% % % % 10% % % % % % % % % % 3% ery -V 2% satisfied N = 806 Filter: Belgian DMU surfers who visited a car website before ,4 6,5 6,6 6,7 6,8 6,9 7,0 7,1 7,2 7,3 7,4 7,5 7,6 7,7 7,8 7,9 8,0 8,1 8,2 8,3 8,4 8,5 8,6 IAB 10before10 Barometer XIV:Cars & Accesories

49 Conclusions Summary main findings Cars 85% of the Belgian DMU surfers visited cars and accessories manufacturers / dealers websites before, but are not extremely satisfied Cars and manufacturers / dealers websites are among the 10% websites with the lowest satisfaction score Strengths : general product information user-friendliness graphic elements the offered contact information transparent site structure information on product usage loading speed

50 Conclusions Role of the Internet within cars & accessories Belgians (15-65) 68% Belgian surfers (15-65) 68% Belgian DMU surfers (15-65), responsible for the purchase of cars & accessories 85% DMU surfers Visited websites 7% DMU surfers Purchased online 31% DMU surfers Repurchase intention online 93% Did not purchase online DMU surfers 6% Purchase intention online DMU surfers IAB 10before10 Barometer XIV:Cars & Accesories

51 15 barometers : main conclusions Food Travel Leisure Drinks OTC Retail Transport Beauty Energy Fashion Car Household Telecom E-governement Finance

52 Internet is one of the top 3 purchase criteria Very Dynamic online behaviour of the Belgian consumers PRP on internet and in real life is the same More women for food, cosmetics,fashion, household More men for financial products, telecom products and services, cars 90% of the Belgian would consult information when deciding upon the choice of a product/service/brand Websites mainly used to look up information before and after the purchase Internet is in the top 3 of information source The majority would talk to friends and relatives or would decide at the point-of-sales Media, especially magazines and TV programmes, are important as well Internet = 1st information source for travel and energy

53 How to get to websites? Directly by entering the url : Belgian surfers often visit the websites of brands he s already familiar with Traffic to websites is mainly generated via search engines 1 of 3 Belgian use a search engine each day 98% use from time to time a search engine 84% are satisfied of the results of the search But also, influence of : Word of mouth Link different website/newsletter Banners Off-line commercial or Ad

54 Information expected online practical information price information ability to request product samples promotions shop locator

55 Online purchase E-commerce : a growing trends but not yet an habit of the Belgian A minority of the surfers bought products online in the past 6 months Sector with the highest purchase percentage of e-commerce : Travel (29% of the Belgian have already bought online, 71% of satisfaction & will do it again) But e-commerce is an increasing trends From one sector to another to respondents are positive about e-commerce E-commerce sites have 100% increase of their CA between 2005 en 2006

56 Brand switching Brand switching following a visit on the websites : not a real threat for the brands But a stronger brand switching trend in the sector of : Energy Retail Main reasons of brand switching : possibility to buy online to sign a contract access to interesting promotions & exclusivities customized advices online (e.g. energy sector: comparisons of the prices between energy providers) Only a minority would switch brands/products when the brands/products could be bought online

57 Performance level of the websites Most of the sites of the 15 sectors do not meet the desired performance level The main weakness is the quality of the replies to questions asked by consumers Key factors to improve the satisfaction of the surfer Quality of information Exclusive information Exclusive offer (promotion, samples ) Quality of replies to questions / need for customization / personalisation Need of real interactivity

58 Barometer benchmarks Public services Consumer Fashion electronics Drugs Banking Leisure Gaming ,1 13 6,1 13 6,0 13 6,5 24 6,6 30 6,6 30 6,5 25 6, Food House hold Drinks Beauty Visited (% ever) Visited (% last month) Purchase online (% yes) Purchase intent (% T2) Repurchase intent (% T2) Site ev (mean 10p) Site ev (% top 3) 6,1 17 5,8 11 6,2 18 6,2 16 6,3 21 6,3 17 6,5 24 Switch brand 1 (% net) Switch brand 2 (% net) Switch brand 3 (% net) Mind change (% net) Higher sales (% net) Retail Public Energy transport Travelling Cars & Telecom accessories Switch brand 1 = I would switch providers if I had access to interesting promotions (for another provider) via the internet Switch brand 2 = I would switch providers if I could receive advice or personalized information on a specific telecommunication provider via the internet Switch brand 3 = I would switch to another provider if I could buy this other provider online Opinion = I would change my opinion on a telecommunication provider if I was dissatisfied with the website Higher sales = If I were very satisfied with the website of a telecommunication provider I would buy more products from this provider in the future

59 Thank you for your attention Your contacts at IAB President : Alain Heureux General Manager : Patrick Marck Interel Laurence Hannon 02/ lha@interel.be Annick Verdegem 02/ ave@interel.be