METHODOLOGY THANKS TO CONNECTED DEVICES LIKE TABLETS AND SMARTPHONES, THE WAY PEOPLE SHOP IS CHANGING DRAMATICALLY.

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Ezra Parks
7 years ago
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1 2016

2 METHODOLOGY 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.) S a m p l e s i z e : 1, w e b u s e r s p e r c o u n t r y a g e d ( 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 ). The study reveals the latest technology trends and consumer habits that are transforming how, where, and why we buy.

3 USAGE SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CUSTOMER JOURNEY. What devices do online shoppers own and how do they use them?

4 USAGE WHICH DEVICES DO ONLINE SHOPPERS USE? Ownership of mobile devices is now widespread across all countries SMARTPHONE TABLET LAPTOP DESKTOP WEARABLE DEVICES CONNECTED TV 94% in % in % in % in % in % in 2016 What devices do you personally use?

5 USAGE 100 SMARTPHONES Daily usage and shopping online High smartphone usage for online purchases Smartphone used to purchase online (in %) Medium smartphone Mid smartphone usage usage for online for online purchase purchases Low smartphone usage for online purchases Daily general usage among users (%)

6 USAGE MULTI-DEVICE BEHAVIOURS Anytime, anywhere, on any device ON AVERAGE PEOPLE USE 3.9 DEVICES What devices do you personally use?

ECOMMERCE USAGE SHOPPING BEHAVIOUR BY DEVICE Online shopping has become common in all countries, although there are some differences in terms of sophistication.

7 ECOMMERCE USAGE SHOPPING BEHAVIOUR BY DEVICE Online shopping has become common in all countries, although there are some differences in terms of sophistication. SMARTPHONE TABLET LAPTOP DESKTOP 68% of online shoppers 55% of online shoppers 83% of online shoppers 68% of online shoppers How frequently do you purchase online, by device used?

8 PRE-BUYING BEHAVIOUR HOW DO SHOPPERS RESEARCH PRODUCTS?

9 PURCHASE PROCESS FIRST SOURCE OF INFORMATION Main sources of information used 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. RETAILER WEBSITE APPS 26% in 2016 STORE 8% In 2016 FAMILY & FRIENDS 10% In 2016 PRICE COMPARISON SITES 16% In 2016 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.

PURCHASE PROCESS Friends and family are important in the buying cycle: 35% of shoppers consult them as much as they use consumer review sites: USERS OPINIONS AND COMMENTS Impact of digital voices in

10 PURCHASE PROCESS Friends and family are important in the buying cycle: 35% of shoppers consult them as much as they use consumer review sites: USERS OPINIONS AND COMMENTS Impact of digital voices in the purchase process 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 Brands websites do not always provide users comments. Perhaps this explains why they are less used before online purchases 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

11 RETAIL (STILL) RULES IN-STORE SHOPPING STILL DRIVES 90%* OF SALES Understanding the real reason for retail preference *FEVAD SOURCE

MOB RETAIL RESISTANCE THE ADVANTAGES OF BUYING IN-STORE Physical, in-store shopping has 3 main advantages over the online experience: It allows shoppers to test products (this was the main driver for

12 MOB RETAIL RESISTANCE THE ADVANTAGES OF BUYING IN-STORE 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). AVAILABILITY (65%) 2 PRODUCT TESTING (67%) 1 STORE PROXIMITY (43%) 3 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) There is a lack of perceived added value as consumers are now as informed as salesmen thanks to the internet Which one of the following is most likely to make you prefer to buy in-store rather than online?

13 RETAIL RESISTANCE WHAT ARE YOUR EXPECTATIONS FROM A RETAILER OR BRAND WHEN BUYING ONLINE? AVAILABILITY OF DELIVERY (55%) AVAILABILITY OF PRODUCT (59%) 1 PRODUCT INFORMATION (54%) 2 3 BENEFIT FROM SPECIAL OFFERS OR BETTER PRICES (88%) ONLINE PURCHASE ADVANTAGES TAKE TIME TO THINK ABOUT THINGS (93%) 1 MORE CHOICES (85%) 2 3 Expectations from a retailer or a brand when buying online?

14 E-COMMERCE WHENEVER, WHEREVER, HOW EVER. This is the way new connected consumers shop.

15 ECOMMERCE CONSUMER EXPECTATION Maximum delivery time 82% VS 18% of people expect more than 1 day to be the maximum delivery time of people expect 1 day or less In general, what is the maximum delivery time you will expect?

16 ECOMMERCE PURCHASE FROM CATEGORIES Top 3 per country Technology United States England France Belgium Germany Culture 88% 92% 87% 80% 90% 87% Culture 86% 89% Technology 88% Culture 86% Technology 81% Leisure-travel 77% Culture 75% Culture 90% Household items 88% Leisure-travel 8% Culture Netherlands Denmark Sweden Spain Italy Technology Technology Technology 87% 81% 80% Household items 80% Leisure-travel 84% 85% Culture 83% Culture 86% 87% 86% Leisure-travel 86% 87% 82% Culture Technology 89% 82% 80% China Food 94% Hong-Kong 87% Singapore 85% Australia 82% India 93% 92% Household items 89% Leisure-travel 79% Technology 74% Leisure-travel 79% Health-beauty 76% Culture 82% Technology 82% Household items 90% Technology 89%

17 ECOMMERCE ONLINE PURCHASE DRIVER 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 PRICE is the main online purchase driver in all product categories, ahead of choice and comfort. MAINLY FOR MAINLY FOR MAINLY FOR What was the main motivation behind this purchase?

ECOMMERCE PURCHASE ALONE OR ACCOMPANIED Although online purchases are mainly made alone, some products are bought when the shopper is accompanied.

18 ECOMMERCE PURCHASE ALONE OR ACCOMPANIED 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. 62% OF PURCHASES ARE MADE ALONE 38% OF PURCHASES ARE MADE ACCOMPANIED ALONE FOR TOGETHER FOR SHORT LONG Did you make this purchase alone or accompanied by someone?

19 ECOMMERCE PURCHASE AND MULTITASKING During the purchase 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. 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 While you make your purchase, were you doing another activity at the same time?

20 ECOMMERCE ROOM FOR IMPROVEMENT Level of satisfaction In summary, the quality of recommendations should be improved and consumer reviews are an important part of the online purchase journey. PRICE WEBSITE AND APP EASE OF USE EASE TO FIND THE PRODUCT QUALITY OF RECOMMENDATIONS ESPECIALLY FOR AMOUNT OF CHOICE 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

METHODOLOGY THANKS TO CONNECTED DEVICES LIKE TABLETS AND SMARTPHONES, THE WAY PEOPLE SHOP IS CHANGING DRAMATICALLY.

METHODOLOGY 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 second consecutive