Consumer Barometer. Country Report Switzerland

Transcription

1 Consumer Barometer Country Report Switzerland

2 Table of Content Where to find what The Multiscreen World - Internet usage Devices The Smart Shopper - Research behavior Purchase behavior Local shopper International Industries The Smart Viewer - Online Video Local Report SLIDE 2

3 What is the Consumer Barometer? The is a tool to help you understand how people use the internet. SLIDE 3 Local Report

4 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been Executive Summary The Top 3 Trends that define Switzerland Local Report SLIDE 4

5 The 3 Trends in Switzerland The future is mobile 81% of the Swiss consumers state that the internet is the first place they look when they need information. 61% use a smartphone to go online while watching TV. The shopper is an online shopper 75% of all sales offline and offline are driven by online research. 2/3 use the internet for getting early inspiration. Millions of online video views 50% watch YouTube at least weekly and 56% of the Swiss prefer online videos 5 minutes or less. Local Report SLIDE 5

6 The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices. SLIDE

7 Where are the consumers? Online! 8 out of 10 of the Swiss consumers are online at least once a day Source: The Connected Consumer Survey 2015 Question: How often do people go online (for personal Internet usage)? Local Report SLIDE 7 Base: Internet users (accessing via computer tablet or smartphone)

8 Switzerland is online Especially consumers under 34 are online often How often do you go online? Do you go online every day? % 91% 80% 79% % 68% 80 8% 9% 20% 21% 32% Daily Weekly Monthly or less Under Over 55 Source: The Connected Consumer Survey 2015 Local Report SLIDE 8 Base: Internet users (accessing via computer tablet or smartphone) Yes No

9 Why do people go online? The consumers go online for personal reasons and to look for information 85% use the internet for personal reasons 81% state that the internet is the first place they look for information * 81% Source: The Connected Consumer Survey 2015 *Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements Local Report SLIDE 9 on a scale from 1 strongly agree to 5 strongly disagree. Base: Internet users (accessing via computer tablet or smartphone)

10 People are even online when they re watching TV The Swiss consumers go online using their smartphone while watching TV Which devices do people use to go online while watching TV (%) 48% Use devices to go online while watching TV Computer Tablet Smartphone Source: The Connected Consumer Survey 2015 Question: Do people go online on their devices while watching TV? Local Report Base: Internet users (accessing via computer tablet or smartphone) TV SLIDE 10 Viewers Use Internet in Parallel to TV

11 Switzerland has more screens than ever 3.1 devices pr. person { There are devices connected to the internet pr. person in Switzerland in This is an 11% growth from Source: The Connected Consumer Survey 2015 Local Report SLIDE 11

12 7 out of 10 have a smartphone Which devices do people use? Tablet Smartphone Computer 38% 72% 84% Source: The Connected Consumer Survey 2015 Local Report Base: total online and offline population SLIDE 12

13 How does Switzerland compare? Switzerland has more smartphones than the European average. Which devices do people use? How does the demographics look? Smartphone usage rate 61 % ofof the the world Europeans have have a smartphone a smartphone 55 and over 44% 83% years 85% years 87% years 97% Under 25 years Local Report Source: The Connected Consumer Survey 2015 Base: total online and offline population SLIDE 13

14 How do people use their smartphone? What online activities do people do on their smartphones at least weekly? Listen to music Look up maps and directions Look for product information Purchase products / services Watch online videos Play games Check Visit social networks Use search engines 3% 8% 17% 17% 16% 30% 33% 47% 47% Source: The Connected Consumer Survey 2015 Local Report Base: Internet users (accessing via computer, tablet or smartphone) SLIDE 14

15 Search is mobile 5 out of 10 are using search engines via smartphones at least weekly making it crucial for businesses to think mobile. Source: The Connected Consumer Survey 2015 Local Report Base: Internet users (accessing via computer, tablet or smartphone) SLIDE 15

16 The Smart Shopper Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions. Local Report SLIDE 16

17 Swiss consumers go online when researching for products Did people do any online or offline research prior to their recent purchase? 55% Research prior to purchase 17% are researching online only Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) SLIDE

18 In which industries are consumers researching online? Cinema Tickets Flight Tickets Hotel Stays Ground Travels Real Estate Personal Loans 89% 88% 78% 76% 74% Mobile Phones Televisions Laptops Music 71% 71% 70% 65% 65% Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their Local Report recent purchase? SLIDE 18 Base: Internet users (accessing via computer tablet or smartphone) Answering based on a recent purchase (in select categories)

19 In which industries are consumers researching online? (continued) Home appliances Home Furnishings Car Insurances Do it yourself Clothing & Footwear 64% 59% 59% 46% 42% Restaurants Vitamins & OTC* Remedies Make-up Groceries Hair Care 30% 30% 28% 26% 20% * Over-the-counter remedies Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their Local Report recent purchase? SLIDE 19 Base: Internet users (accessing via computer tablet or smartphone) Answering based on a recent purchase (in select categories)

20 How are people researching? The consumers use the internet to compare choices prior to purchase In which part(s) of the purchase process did people use the Internet? 46% 39% 32% 29% What online sources did people use to make a purchase decision? 41% 20% 23% Looked for early inspiration Compared choices online Sought advice online Prepared for immediate purchase* Brand websites Retailer websites Search Engine Source: The Consumer Barometer Survey 2015 *found where to buy/found location/made contact Local Report Base: Internet users (accessing via computer tablet or smartphone) SLIDE 20 Answering based on a recent purchase (in select categories)

21 Online advertising and research is essential How did people first hear about the product/offer they bought? 20 Previous experience 9 20 % Other people Research Advertising Other For 52% of the consumers online is the first source of product awareness during pre-purchase research. What specific source informed people who first learned of their purchased product via product research? Source: The Consumer Barometer Survey 2015 Local Report Base: Internet users (accessing via computer tablet or smartphone) SLIDE 21 Answering based on a recent purchase (in select categories)

22 Research leading to a purchase Search engines are essential in making a purchase decision Online Video 7% 42% Use a search engine to get informed before making a purchase. Price comparison sites Retail website Brand website Search engine 10% 20% 23% 42% Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 22 Answering based on a recent purchase (in select categories)

23 Smartphones and product research Which devices did people use for product research? (Smartphone) Under 25 years 48% years years 18% 33% years 12% 55 and over 6% Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 23 Answering based on a recent purchase (in select categories) Researched online

24 How are smartphones used for online research? In which part(s) of the purchase process did people use a smartphone? 39% 33% 27% 25% Looked for early inspiration Compared choices online Sought advice online Prepared for immediate purchase Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 24 Answering based on a recent purchase (in select categories) Researched online on a smartphone

25 People are going mobile, but some issues occur 53% are experiencing issues when accessing websites via their smartphone And 27% find another website that works better on smartphone Source: The Consumer Barometer Survey 2015 Local Report Base: Internet users (accessing via smartphone) Encountered difficulties SLIDE 25 accessing websites via smartphone

26 34% of the Swiss are online shoppers Where did people make their purchase? 34% Online* 66% Offline/other Source: The Consumer Barometer Survey 2015 *Online/ Local Report Base: Internet users (accessing via computer tablet or smartphone) SLIDE 26 Answering based on a recent purchase (in select categories)

27 The Online Customer Journey Online research 55% Online purchase Offline purchase 27% Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Local Report SLIDE 27 Base: Internet users (accessing via computer tablet or smartphone) Answering based on a recent purchase (in select categories) 28%

28 Consumer behavior in different ages Research online Purchase offline Research online Purchase online Under 25 33% 25% years 32% 29% years 28% 31% years 24% 29% Over 55 years 26% 22% Local Report Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone) SLIDE

29 Consumer behavior in various industries Research online, purchase online Research online, purchase offline 78% 66% 36% 23% 21% 50% 33% 14% 11% 2% 23% 25% 38% 22% 22% 5% 25% 46% 19% 51% Car insurance Cinema tickets Clothing & Footwear Flights (leisure) Groceries Home appliances Hotels (leisure) Make-up Mobile phones Television Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Local Report SLIDE 29 Base: Internet users (accessing via computer, tablet or smartphone) Answering based on a recent purchase (in select categories)

30 Consumer behavior in various industries (continued) Purchase online Research Online, purchase offline 55% 57% 15% 31% 23% 7% 13% 33% 26% 27% 37% 8% 27% 45% 34% 41% 26% 3% 10% 20% Do It Yourself (DIY) Ground Travel (Long-Distance) Hair Care Home Furnishings Laptop Music Personal Loan Real Estate Restaurants Vitamins & OTC Remedies Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Local Report SLIDE 30 Base: Internet users (accessing via computer, tablet or smartphone) Answering based on a recent purchase (in select categories)

31 Easy to find, easy to purchase! 5 out of 10 of the consumers only consider 1-2 brands before purchase which makes it crucial for the brands to be top of mind Source: The Consumer Barometer Survey 2015 Question: How many brands were considered before purchase? Local Report Base: Internet users (accessing via computer, tablet or smartphone) SLIDE 31 Answering based on a recent purchase (in select categories)

32 The Local Shopper The consumer purchase journey and the role of the internet for local business Local Report SLIDE 32

33 Local Behavior How do people research for local businesses? 57% Researched locally a day or less before visiting. and 89% only consider 1-3 local businesses before deciding where to buy. Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 33 Searched for information about local business(es) in the past month

34 Local Shoppers research practical information What type of local information are the consumers researching? 37% Business location 50% Prices 44% Business hours Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 34 Searched for information about local business(es) in the past month

35 Smartphones and local business 3 out of 10 use a smartphone when looking for local information Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 35 Searched for information about local business(es) in the past month

36 The international Shopper The consumer purchase journey and the role of online for international purchases Local Report SLIDE 36

37 How big is international purchase? 75% of the Swiss consumers have made an international purchase before 16% Which products do people purchase in other countries? 36% 33% 13% 13% 9% Beauty and health Books, CDs, DVDs or games Clothing, accessories and footwear Computer hardware Toys Sport equipment Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) Local Report SLIDE 37 Ever purchased a product / service online from abroad

38 Why do people purchase products online from foreign countries? 3 out 10 buy from foregin countries because they receive an appealing offer Are willing to accept longer delivery time 38% 29% 22% shop in foregin countries to get a broader selection Source: The Consumer Barometer Survey 2015 Why did people purchase products online from foreign countries? Local Report SLIDE 38 Base: Internet users (accessing via computer tablet or smartphone) Ever purchased a product / service online from abroad

39 Challenges of international purchase Many consumers have made an international puchase, but some issues ouccur 3 out of 10 experience issues concerning the website usability A common issue is that websites doesn t offer international shipping 43% Source: The Consumer Barometer Survey 2015 Local Report Base: Internet users (accessing via computer tablet or smartphone) SLIDE 39 Ever purchased a product / service online from abroad

40 The Smart Shopper Car insurance The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 40

41 Car insurance: Highlights The consumers compare insurance policies online 56% Online research has a substantial impact on offline purchases Search engines is a key driver in online purchase Compared choices 27% Got ideas 22% Made contant 36% Researched online before purchasing offline 45% 33% Search Engine Insurer (direct) 28% Price Comparision site How did people use the Internet to help make their purchase decision? Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 41 Answering based on a recent purchase (in select categories) Researched online What online sources did people use to make a purchase decision?

42 Car insurance: Highlights 21% are using their smartphone when researching for car insurance 53% are encountering issues accessing websites via smartphone * People will find another website that works better on their smartphone * 21% 27% Which devices did people use for product research? How often do people encounter issues accessing websites via smartphone? What do people do after encountering issues accessing websites via smartphone? Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Local Report SLIDE 42 Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

43 The Smart Shopper Clothing & footwear The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 43

44 Clothing & footwear: Highlights The consumers conduct online research prior to purchase 2 out of 10 the consumers use a smartphone to research clothing & footwear 79% 42% Research online 21% 15% What online or offline research did people do prior to their recent purchase? Computer Smartphone Tablet Which devices did people use for product research? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 44 Answering based on a recent purchase (in select categories) Researched online

45 Clothing & footwear: Highlights 40% of the consumers made their latest purchase online 28% of the consumers, research online and purchase online only 29% purchase clothing and footwear on promotion 28% 29% Where did people make their purchase? Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 45 Answering based on a recent purchase (in select categories) Researched online What motivated people's product purchase?

46 The Smart Shopper Cinema tickets The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 46

47 Cinema tickets: Highlights The consumers buy cinema tickets online 1 out of 10 of all purchases are made via smartphone 71% of the consumers did online research 50% 27% 21% Research online, purchased online Research online, purchased offline Where did people make their purchase? Which devices did people use to make their purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 47 Answering based on a recent purchase (in select categories) Researched online Did people research or purchase their product online or offline?

48 Cinema tickets: Highlights 36% are using their smartphone when researching for cinema tickets 53% are encountering issues accessing websites via smartphone * People will try to find another website that works better on their smartphone * 27% Find another website Which devices did people use for product research? How often do people encounter issues accessing websites via smartphone? What do people do after encountering issues accessing websites via smartphone? Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Local Report SLIDE 48 Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

49 The Smart Shopper Do it yourself The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 49

50 Do it yourself: Highlights 31% Offline purchases begin online The internet has a substantial impact on purchase Research Online / Purchase offline 15% Research Online / Purchase online 10% Research offline / Purchase online 46% Conduct online research prior to purchase Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 50 Answering based on a recent purchase (in select categories) Researched online What online or offline research did people do prior to their recent purchase?

51 Do it yourself: Highlights 40% are using the internet for comparing prices 55% purchase because they had an urgent need 55% How did people use the Internet to help make their purchase decision? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 51 Answering based on a recent purchase (in select categories) Researched online What motivated people's product purchase?

52 The Smart Shopper Flights (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 52

53 Flights (leisure): Highlights 69% use search engines when purchasing flight tickets 89% of the consumers research flight tickets online Among the consumers 84% buy flight tickets online 69% 31% #1 Used Not used What online sources did people use to make a purchase decision? What online or offline research did people do prior to their recent purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 53 Answering based on a recent purchase (in select categories) Researched online Where did people make their purchase?

54 Flights (leisure): Highlights 53% of the consumers use airline websites to purchase flight tickets The consumers look for inspiration online 78% of the consumers only research and purchase online 53% 26% 26% Airline Price comparison website Looked for early inspiration and made initial discoveries On what type of website did people make their online purchase? In which part(s) of the purchase process did people use the Internet?? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 54 Answering based on a recent purchase (in select categories) Researched online Did people research or purchase their product online or offline?

55 The Smart Shopper Groceries The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 55

56 Groceries: Highlights In Switzerland 27% of the consumers use a smartphone for online research 36% use the Internet to compare prices 36% 28% 2 out of 10 buy their groceries on offer 27% Compared prices Got ideas Which devices did people use for product research? How did people use the Internet to help make their purchase decision? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 56 Answering based on a recent purchase (in select categories) Researched online What motivated people's product purchase?

57 The Smart Shopper Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 57

58 Ground travel: Highlights 6 out of 10 of the consumers use search engines for their purchase decision 8 out of 10 research online prior to purchase 55% of people research and purchase online only 59% What online sources did people use to make a purchase decision? What online or offline research did people do prior to their recent purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 58 Answering based on a recent purchase (in select categories) Researched online Did people research or purchase their product online or offline?

59 The Smart Shopper Hair Care The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 59

60 Hair Care: Highlights 37% only consider one brand prior to purchase but 20% research online before making a purchase The consumers use the internet to compare products and prices 44% Used the internet to make comparisons How many brands did people consider before product purchase? Did people research or purchase their product online or offline? How did people use the Internet to help make their purchase decision? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Answering based Local Report SLIDE 60 on a recent purchase (in select categories) Researched online

61 The Smart Shopper Home appliances The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 61

62 Home appliances: Highlights 3 out of 10 purchases home appliances online The consumers compare products, prices and features online before purchase 68% Where did people make their purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 62 Answering based on a recent purchase (in select categories) Researched online How did people use the Internet to help make their purchase decision?

63 Home appliances: Highlights 1 out of 4 consumers buy home appliances on discount/promotion The consumers research their purchased products online Online determines offline! 38% researched online before purchasing offline 64% research online prior to purchase What motivated people's product purchase? What online or offline research did people do prior to their recent purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 63 Answering based on a recent purchase (in select categories) Researched online Did people research or purchase their product online or offline?

64 The Smart Shopper Home furnishings The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 64

65 Home furnishings: Highlights The consumers purchases were driven by online research Online research effect both online and offline sales 33% 26% 59% research online prior to purchase Research online, purchase online Research online, purchase offline What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 65 Answering based on a recent purchase (in select categories) Researched online

66 The Smart Shopper Hotel (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 66

67 Hotels (leisure): Highlights 7 out of 10 purchase their hotel stay online 88% research hotels online before purchase.but what online research are the consumers doing? 29% 44% 34% 88% Inspiration Compared choices Looked up reviews Where did people make their purchase? Did people do any online or offline research prior to their recent purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 67 Answering based on a recent purchase (in select categories) Researched online How did people use the Internet to help make their purchase decision?

68 Hotels (leisure): Highlights 66% of the consumers research and purchase online only Hotel chain websites is the most popular place to purchase hotel stays 31% 35% 66% Hotel chain Price comparison websites Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 68 Answering based on a recent purchase (in select categories) Researched online On what type of website did people make their online purchase?

69 The Smart Shopper Laptops The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 69

70 Laptops: Highlights 25% only consider one brands prior to purchase but 65% research online before making a purchase And 1 out of 4 use a smartphone for doing online research 25% How many brands did people consider before product purchase? Did people research or purchase their product online or offline? Which devices did people use for product research? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Answering based Local Report SLIDE 70 on a recent purchase (in select categories) Researched online

71 The Smart Shopper Make-up The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 71

72 Make-up: Highlights 25% of the consumers only consider one brand before purchase 28% research online prior to purchase 22% of the consumers who makes an In-store purchase research online prior to purchase 22% 28% 5% Research online/ purchase online Research online/ purchase offline How many brands did people consider before product purchase? What online or offline research did people do prior to their recent purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 72 Answering based on a recent purchase (in select categories) Researched online Did people research or purchase their product online or offline?

73 Make-up: Highlights 37% are researching for make-up on their smartphone 53% are encountering issues accessing websites via smartphone * 27% will try to find another website that works better on their smartphone * / 53% 0 0 Which devices did people use for product research? How often do people encounter issues accessing websites via smartphone? What do people do after encountering issues accessing websites via smartphone? Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Local Report SLIDE 73 Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

74 The Smart Shopper Mobile phones The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 74

75 Mobile phones: Highlights Online research is bigger than offline research Offline sales begin online 53% are influenced by search engines when making a purchase decision 68% 71% 46% Offline Online What online or offline research did people do prior to their recent purchase? Did online research before making a purchase offline Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 75 Answering based on a recent purchase (in select categories) Researched online What online sources did people use to make a purchase decision?

76 Mobile phones: Highlights 22% are researching using their smartphone 50% are buying their mobile phones on mobile operators website 35 % Mobile operator Retailer Other Which devices did people use for product research? On what type of website did people make their online purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 76 Answering based on a recent purchase (in select categories) Researched online

77 The Smart Shopper Music The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 77

78 Music: Highlights 78% of the consumers are purchasing music online 65% research online before purchasing music 1 out of 5 use a smartphone for doing online research 78% Where did people make their purchase? What online or offline research did people do prior to their recent purchase.? Which devices did people use for product research? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 78 Answering based on a recent purchase (in select categories) Researched online

79 The Smart Shopper Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 79

80 Personal Loan: Highlights Consumers research online prior to taking out a loan and 63% do so via a search engine while 3 out of 10 end up making their purchase online 74% Research online What online or offline research did people do prior to their recent purchase? What online sources did people use to make a purchase decision? Where did people make their purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 80 Answering based on a recent purchase (in select categories) Researched online

81 The Smart Shopper Real Estate The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 81

82 Real Estate: Highlights Consumers research online prior to purchasing real estate 28% use a smartphone For online research 41% of offline real estate sales begin online 76% Research real estate online prior to purchase What online or offline research did people do prior to their recent purchase? Which devices did people use for product research? Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report Answering based on a recent purchase (in select categories) SLIDE 82 Researched online

83 The Smart Shopper Restaurants The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 83

84 Restaurants: Highlights 40% of restaurant guests begin researching an hour or less before making a purchase decision 30% use a smartphone for online research 30% of all sales are driven by online research 40% When did people start researching their product purchase? Which devices did people use for product research? What online or offline research did people do prior to their recent purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report Answering based on a recent purchase (in select categories) SLIDE 84 Researched online

85 The Smart Shopper Television The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 85

86 Television: Highlights The consumers use a search engine when making their purchase decision 48% state that they only consider 1-2 brands prior to purchase 26% off the consumers use a smartphone for online research 58% 42% Used Not used What online sources did people use to make a purchase decision? How many brands do people consider? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 86 Answering based on a recent purchase (in select categories) Researched online Which devices did people use for product research?

87 Television: Highlights The consumers use electronics retailer websites for their online purchases Online research has a substantial impact on offline purchase 40% bought their latest TV-set on promotion 51% 38% 39% 23% Retail Department Store Others Researched online before purchasing offline On what type of website did people make their online purchase? Did people research or purchase their product online or offline? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 87 Answering based on a recent purchase (in select categories) Researched online What motivated people's product purchase?

88 The Smart Shopper Vitamins & OTC remedies The consumer purchase journey and the role of the internet in making their last purchase decision Local Report SLIDE 88

89 Vitamins & OTC remedies: Highlights The consumers use the internet to compare prices and products 42% researches just moments before Making their purchase 14% use the internet for making their purchase 46% Compare products/prices online to make a purchase decision In which part(s) of the purchase process did people use the Internet? When did people start researching their product purchase? Where did people make their purchase? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 89 Answering based on a recent purchase (in select categories) Researched online

90 The Smart Viewer Provides insight into people's recent online video use across different devices. Local Report SLIDE 90

91 The Smart Viewer is a Mobile Viewer 6 out of 10 Swiss consumers are watching online video on their smartphones * Source: The Connected Consumer Survey 2015 *At least once a month (44%) Local Report SLIDE 91 Base: Internet users (accessing via smartphone)

92 The users watch online video at home and alone 7 out of 10 watch online video alone 91% of the consumers are watching online video at home Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 92 Watched online video in the past week Answering based on a recent online video session

93 Why are we watching online video? To be entertained To relax To pursue a hobby To learn something 18% 25% 32% 51% 5 out of 10 of the consumers are watching videos because they want to be entertained What motivated people to watch online videos in the last week? Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 93 Watched online video in the past week Answering based on a recent online video session

94 Tomorrow s TV is Online What are the users watching? 60% Of the users are watching Online video every week 42% are watching music videos 18% are watching sport 10% are watching gaming videos Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report SLIDE 94 Watched online video in the past week Answering based on a recent online video session

95 Short videos in the evening 56% of the consumers watch videos that are 5 minutes or shorter 5:00 Most people are watching online video in the evening 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% First thing in the morning Morning Lunchtime Afternoon Evening Last thing in the evening How long were the online videos people watched in the last week? Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report Watched online video in the past week Answering based on a recent SLIDE 95 online video session - weekday At what time did people watch online video in the last week on a weekday?

96 The Smart Viewer is a Focused Viewer 3 out 10 watch online video content related to their surroundings 68% are focused when watching online video Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) Local Report Watched online video in the past week Answering based on a recent SLIDE 96 online video session

97 Methodology Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results. Local Report SLIDE 97

98 Methodology Connected Consumer Survey Population o Target population: total population (online & offline) 16+ in each country surveyed except: 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan Sampling o Random sampling aimed to be representative of the total population ages 16+ in all countries. o Sample size: n=1,000 in each country surveyed (except India, where n=4,000) Survey administration o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI). o Questionnaires were administered in local language(s) for all countries surveyed o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews. Weighting o Data was weighted according to local Census data Timing o Enumeration surveys were administered between in Q and SLIDE 98 Local Report

99 Methodology Consumer Barometer Survey Population Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except: Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan Sampling o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and smartphone usage to ensure local representativness for the online population Survey administration o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews o Questionnaires were administered in local language(s) for all countries surveyed o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries Weighting o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted Timing o Consumer Barometer surveys were administered in 2014 and SLIDE 99 Local Report

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