DigitasLBi Connected Commerce Survey 2016

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Transcript of DigitasLBi Connected Commerce Survey 2016

  • 2016

  • 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.) The study reveals the latest technology trends and consumer habits that are transforming how, where, and why we buy.

    METHODOLOGY

    S a m p l e s i z e : 1 , 0 0 0 w e b u s e r s p e r c o u n t r y a g e d 1 8 6 4 ( 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 ) .

  • USAGE

    SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CUSTOMER JOURNEY.

    What devices do online shoppers own and

    how do they use them?

  • WHICH DEVICES DO ONLINE SHOPPERS USE? Ownership of mobile devices is now widespread across all countries

    USAGE

    SMARTPHONE

    94% in 2016

    73% in 2016

    90% in 2016

    75% in 2016

    TABLET LAPTOP DESKTOP

    29% in 2016

    WEARABLE DEVICES

    What devices do you personally use?

    61% in 2016

    CONNECTED TV

  • SMARTPHONES Daily usage and shopping online

    USAGE

    50

    55

    60

    65

    70

    75

    80

    85

    90

    95

    100

    70 75 80 85 90 95 100 Daily general usage among users (%)

    Smartphone used to purchase online (in %)

    High smartphone usage for online purchases

    Low smartphone usage for online

    purchases

    Mid smartphone usage for online purchase

    Medium smartphone usage for online

    purchases

  • MULTI-DEVICE BEHAVIOURS Anytime, anywhere, on any device

    ON AVERAGE PEOPLE USE 3.9 DEVICES

    What devices do you personally use?

    USAGE

  • How frequently do you purchase online, by device

    used?

    SHOPPING BEHAVIOUR BY DEVICE Online shopping has become common in all countries,

    although there are some differences in terms of sophistication.

    ECOMMERCE

    SMARTPHONE

    68% of online shoppers

    55% of online shoppers

    83% of online shoppers

    68% of online shoppers

    TABLET LAPTOP DESKTOP

    USAGE

  • PRE-BUYING BEHAVIOUR

    HOW DO SHOPPERS RESEARCH PRODUCTS?

  • FIRST SOURCE OF INFORMATION Main sources of information used

    PURCHASE PROCESS

    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.

    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.

    26% in 2016

    RETAILER WEBSITE APPS

    8% In 2016

    STORE

    10% In 2016

    FAMILY & FRIENDS

    16% In 2016

    PRICE COMPARISON

    SITES

  • Friends and family are important in the buying cycle: 35% of shoppers consult them

    as much as they use consumer review sites:

    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

    USERS OPINIONS AND COMMENTS Impact of digital voices in the purchase process

    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

    PURCHASE PROCESS

  • RETAIL (STILL) RULES

    IN-STORE SHOPPING STILL DRIVES 90%* OF SALES

    Understanding the real reason for retail preference

    *FEVAD SOURCE

  • MOB

    Which one of the following is most likely to make you prefer to buy in-store rather

    than online?

    RETAIL RESISTANCE

    PRODUCT TESTING (67%) AVAILABILITY

    (65%)

    STORE PROXIMITY

    (43%)

    1 2

    THE ADVANTAGES OF BUYING IN-STORE

    3

    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).

    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

  • ONLINE PURCHASE ADVANTAGES

    RETAIL RESISTANCE

    AVAILABILITY OF PRODUCT (59%)

    Expectations from a retailer or a brand when buying online ?

    1 2 3

    PRODUCT

    INFORMATION (54%)

    AVAILABILITY OF DELIVERY (55%)

    WHAT ARE YOUR EXPECTATIONS FROM A RETAILER OR BRAND WHEN BUYING ONLINE?

    BENEFIT FROM SPECIAL OFFERS OR BETTER

    PRICES

    (88%)

    1 2 3 MORE CHOICES

    (85%)

    TAKE TIME TO THINK ABOUT THINGS

    (93%)

  • E-COMMERCE

    WHENEVER, WHEREVER, HOW EVER. This is the way new connected consumers shop.

  • In general, what is the maximum delivery time you will expect ?

    CONSUMER EXPECTATION Maximum delivery time

    ECOMMERCE

    of people expect more than 1 day to be the

    maximum delivery time

    of people expect 1 day or less

    82% VS 18%

  • PURCHASE FROM CATEGORIES Top 3 per country

    ECOMMERCE

    8%

    Fashion 88%

    Culture

    86%

    Fashion 89%

    Culture

    92%

    Culture

    86%

    Fashion 80%

    Culture

    75%

    Culture 90%

    Culture

    81%

    Culture

    83%

    Technology

    85%

    Culture

    86% Fashion

    82%

    Technology

    87%

    Fashion

    80%

    Technology

    89%

    Culture

    82%

    Food 94%

    Fashion 87%

    Leisure-travel

    79%

    Health-beauty

    76%

    Technology

    82%

    Netherlands Denmark Sweden Spain Italy

    China India Australia Singapore Hong-Kong

    United States England France Belgium Germany

    Technology

    87%

    Technology

    88%

    Technology

    81%

    Leisure-travel

    77%

    Fashion 90%

    Household items 88%

    Leisure-travel

    80%

    Household items 80%

    Fashion 87%

    Fashion 87%

    Leisure-travel

    84% Fashion

    86%

    Technology

    87% Leisure-travel

    86%

    Household items

    89%

    Technology

    74%

    Fashion

    85%

    Leisure-travel

    79%

    Fashion 82%

    Culture

    82%

    Household items 90%

    Technology

    89%

    Fashion 93%

    Fashion

    92%

  • PRICE is the main online purchase driver in all product categories, ahead of choice

    and comfort.

    ONLINE PURCHASE DRIVER

    What was the main motivation behind this purchase ?

    ECOMMERCE

    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

    MAINLY FOR MAINLY FOR MAINLY FOR

  • 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.

    PURCHASE ALONE OR ACCOMPANIED

    Did you make this purchase alone or accompanied by someone?

    ECOMMERCE

    62% OF PURCHASES ARE

    MADE ALONE

    38% OF PURCHASES ARE

    MADE ACCOMPANIED

    ALONE FOR TOGETHER FOR

    SHORT

    LONG

  • 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.

    PURCHASE AND MULTITASKING During the purchase

    While you make your purchase, were you doing another activity at the same time ?

    ECOMMERCE

    25% OF PU