The Evolving Online Shopper Bulletin

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1 The Evolving Online Shopper Bulletin October #Mediascope IAB Europe Research 1

2 Introduction As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard consumer research study on the European media landscape. It is a unique example of cross industry collaboration, led by IAB Europe and supported by many leading media companies, local IABs and other trade associations. Established in 2003, Mediascope Europe is in its 8 th wave. An Omnibus + Online methodology was used across 28 countries totalling 51,700 interviews. 2

3 Background Mediascope Europe is a comprehensive media consumption study covering the diverse European market with over 50,000 consumer interviews. The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences Identify changing media consumption patterns Evolution of media multi-tasking and emerging and evolving online media Video consumption, social media and e-commerce 3

4 Coverage and Methodology Fieldwork took place in 28 markets in February 2012 An Omnibus + Online methodology was used across all countries totalling 51,700 interviews The application of quotas ensured that representative samples were achieved in each Market quotas on age, gender, education and regional distribution were applied Online shoppers sample: 24,642 Belgium Portugal Ireland Netherlands Spain UK Norway France Switzerland Denmark Sweden Germany Slovenia Austria Finland Poland Italy Slovakia Ukraine Romania Hungary Croatia Czech Republic Greece Bulgaria Russia Serbia Turkey 4

5 Definition of an Online Shopper: Someone who has bought a product or service online 5

6 Key findings 1. E-commerce is booming in Europe 2. Conversion rates up amongst online shoppers 3. Online shoppers are highly engaged consumers 4. Digital enabling online shopper s brand relationships to grow 5. Online shoppers connect via multiple touch points 6

7 1. E-commerce is booming in Europe 7

8 The evolution of online shopping 2012 vs. 2010* Online Europeans buy 50% more items online when compared to 2010 (15 vs. 10) Number of online shoppers has grown by 12% (93% vs. 83%) Online Europeans are 10% more likely to buy an item they researched online (96% vs. 87%) *% changed Based on EU10 Base: All Europe 10 internet users n=9878, EU10 = UK, FR, DE, ES, IT, NL, BE, NO, SE, DK 8

9 2012 spend online 28 markets 187,990 million spent online in Europe across a 6 month period 13/ / is the average number of purchases made per person in Europe across a 6 month period 554 is the average amount spent per person in Europe across a 6 month period Base (Online): All Europeans internet users (n=27,446) All Europeans purchasing online in last 6 months (n=23,265) 9

10 2. Conversion rates up amongst online shoppers 10

11 Online shoppers thoroughly research products online Top products researched online 58% purchase books (EU 53%, index +9%) 54% purchase toiletries & cosmetics (EU 49%, index +10%) 54% 33% 62% 65% 51% purchase holidays (EU 46%, index +11%) 50% purchase electrical goods (EU 46%, index +9%) 45% purchase travel tickets (EU 40%, index +4%) 49% 52% 57% 43% 47% 43% Base (Online): All Online Shoppers using internet (n=24642); All Europe internet users (n=27,446) 11

12 Online shoppers are converting their research to online purchase Top 10 products with highest conversion rates 1. CDs (93% vs. EU 88%) 2. DVDs (89% vs. EU 88%) 3. Toys (89% vs. EU 83%) 4. Travel tickets (87% vs. EU 85%) 5. Books (84% vs. EU 81%) 6. Clothes and accessories (81% vs. EU 78%) 7. Toiletries/cosmetics (79% vs. EU 74%) 8. Concert, theatre or festival tickets (76% vs. EU 76%) 9. Electrical goods (74% vs. EU 70%) 10. Cinema tickets (71% vs. EU 70%) Base (Online): All Online Shoppers using internet (n=24642); All Europe internet users (n=27,446) 12

13 Conversion from research to purchase growing rapidly *% changed Based on EU10 (UK, FR, DE, IT, ES, NL, BE, NO, SE, DK) Toiletries/cosmetics, +53% since 2010 CDs, +51% Computer games, +51% DVDs, +45% Car accessories, +42% Toys, +35% Mobile phone handsets or contracts, +32% Sports equipment, +30% Health products, +28% Food/grocery shopping, +26% Base (Online): All Online Shoppers using Internet (n=24642) 13

14 3. Online shoppers are highly engaged consumers 14

15 Online shoppers are advanced internet users Online shoppers spend 21.7 hours online a week which is 46% more time than average EU Total EU: 14.8 hours 22.3 hrs 21.2 hrs Since 2010 time spent online amongst online shoppers has increased +41%* *% changed Based on EU10 Base (Online): All Europeans internet users (n=27,446); All Online Shoppers respondents (n=24642) 15

16 Online shoppers weekly time spent via traditional media 17 hours watching TV Male 17.1hrs, Female 16.9hrs (Total EU 16.8hrs) 13.2hrs listening to radio M 13.4hrs, F 13.1hrs (Total EU 12.7hrs) 5.7hrs reading newspapers M 6hrs, F 5.3hrs (Total EU 4.6hrs) 4.9hrs read magazines M 5.2hrs, F 4.6hrs (Total EU 4hrs) Base: All European respondents (n=22,918); All Online Shoppers respondents (n=24642) 16

17 Online shoppers multi-task their media 195m online shoppers use the internet whilst they watch TV 65% of online shoppers EU 48% +14% since 2010 (57%) Base: All European respondents (n=22,918), All Online Shoppers respondents (n=24642) 17

18 4. Digital enabling online shopper s brand relationships to grow 18

19 The internet influences online shoppers purchase decisions it is most important to them when deciding which brand of the following products to purchase Travel tickets Electrical goods Holidays Mobile handsets/contracts Financial products or services Clothes and accessories Insurance Toiletries/cosmetics 57% 62% 53% 54% 51% 36% 46% 27% 61% 53% 55% 47% 45% 49% 36% 44% Base (Online): All Online Shoppers using internet (n=24642); All Europe internet users (n=27,446) 19

20 5. Online shoppers connect via multiple touch points 20

21 Online shoppers connecting via a variety of different devices with over a fifth of female online shoppers connecting via a tablet 86% access via PC/laptop EU total - 64%, index +34% 30% access via mobile EU total 21%, index +43% 91% 32% 81% 29% 17% access via tablet EU total 8%, index +113% 13% 21% Base: All European respondents (n=22,918), All Online Shoppers respondents (n=24642) 21

22 Connectivity via mobile phones increasing e-commerce 74% of online shoppers own an internet enabled phone (EU: 68%) 50% own an Smartphone (EU: 44%) 25% of online shoppers with an internet capable phone shop online via a web browser on a mobile phone Male 21%; Female 29%(EU21%) 22% shop online via a mobile app M 19%; F 24% (EU 21%) Base (Online): All Online Shoppers using internet (n=24642); All Europe internet users (n=27,446) 22

23 Accessing the data The Internet is increasingly Subscribe and access becoming the choice for Mediascope data! consumption of other media TV, radio, newspapers The Internet influences people s perceptions of brands and products, although this could be further maximised Find out more from IAB Europe or your local IAB Accessing the internet is no longer solely via traditional computer with people accessing Data Presentations more and more via mobiles, tablets and games consoles Executive Summary and Increasingly people are watching TV and using Choices, the internet Telmar at the and same IMS time, growing Clear tablet Decisions ownership levels will only drive this media convergence higher Data in planning tools e.g. 23

24 More information From Bulletin to full report: To purchase the full report or for more information about Mediascope Europe please contact: To sign up for membership if you are not already a member: Follow for #Mediascope IAB Europe Research 24

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