Stili di acquisto e comportamenti online

del consumatore di oggi

Erica Fontana, Research Executive, Contactlab

Micaela Raimondi, Marketing & Communication Director, Contactlab

Milan, December 13th 2016

EUROPEAN DIGITAL BEHAVIOUR STUDY

• The study is defined by and for digital marketing

professionals

• The analysis is carried out continuously on a EU basis plus

four metropolitan areas outside of Europe

• E+DBS is a useful research for merchants who need to

understand and target their audiences

(NEW) INDEXES

EXI:

Ecommerce

Expenditure

Index

DOI:

Direct

Opportunity

Index

SOI:

Social

Opportunity

Index

LAI:

Luxury

Attitude

Index

LCI:

Luxury

Consumption

Index

METHODOLOGY

Represented universe:Europe+ (Italy, UK, Germany, France, Spain, Switzerland): CAWI (Computer Assisted Web Interview) survey on

‘regular’ internet users aged 16 – 65, who connect at least once a week, regardless of the device and reason.

Extra-EU markets (New York, Shanghai, Tokyo, Moscow/St Petersburg, Korea): CAWI

survey on ‘online shoppers’ aged 16-65, who purchased/ordered online goods/services in the

last year.

Sample design:In the European countries, a representative sample was formed based on the latest data provided by the Eurostat –

Information Society and by national bureaus of statistics. As regards the other extra-EU markets, have been used data from

OECD and national bureaus of statistics.

ITALY: Istat/ Eurostat

Sample: 1.007 cases from independent panel provider + 21.581 merchant oversampling

Interviewed between 8th April and 3rd May 2016

Average duration of interview: 20/25 minutes

E+DBS:CONTENT OVERVIEW

AB

C

D

EF

G

H

I

E+dbs 2016:

30.500 cases

representative of

200M + of users

11 markets

90 questions

F. E-CROSSBORDER AND EXPORT POTENTIAL

H. PROFILE & ATTITUDE

G. FASHION PURCHASESAND HIGH-END FASHION

ATTITUDE

E. ECOMMERCE AND CLICK & COLLECT

B. INTERACTIVITY ONLINE AND DIGITAL ACTIVITIES

A. DEVICES AND MOBILE EVOLUTION

C. SOCIAL NETWORK AND BRAND INFLUENCE

D. DIGITAL DIRECT MARKETING AND ITS

EFFECTIVENESS

I. CONSUMER SEGMENTATION AND

INDEXES

INTERNET &

ECOMMERCE EVOLUTION

in Italy

INTERNET USERS

78%

Italian regular Internet users are

30,5 million people that equals to

the 78% of the population

between 16 and 65 years*

6569

7478

30

40

50

60

70

80

90

100

2013 2014 2015 2016

UK

de

fr

es

Italy

, data processed by Contactlab*Source

Italian internet users

ONLINE BUYERS

47%

Almost the half of the Italian Internet population

has made at least 1 online product or service

purchase in the last 12 months

3440 43

47

30

40

50

60

70

80

90

100

2013 2014 2015 2016

UK

de

fr

es

Italy

39.400

30.500

14.300

.000 INDIVIDUALS 16-65 y.o.

.000 INTERNET USERS

.000 ONLINE SHOPPERS

(36% on tot. pop / 47% on internet users)

of internet users

surf the internet via

MOBILE DEVICES(smartphone OR tablet)

69%

In the last four weeks, have you connected to the

Internet for personal reasons with… (%)

87

28

13

2

82

42

19

3

83

55

24

6

76

62

31

11

PC/ laptop fromhome

Smartphone Tablet SmartTv

2013 2014 2015 2016

FOCUS ON

ONLINE ACTIVITIES

Email as most common

form of communication with

the highest user frequency

25,6 million individuals

use email weekly

Which of the following activities did you

carry out over the last week? (%)

84

63

45

29

12

Email Socialnetworking

info-commerce Home-banking Onlineshopping

Which of the following activities did you carry out over the last week? (%)

84

64 63

45 4132 29

2216 12

90

68 70

4347

43

60

31

17

39

89

60 63

40 39

28

42

28

8

22

IT UK DE

Italian internet users

remain behind other

Eu+ countries

(UK on top)

2513

22

12

23

15

17

21

13

36Hyper-actives ++

Hyper-actives +

Actives

Passives -

Passives --

5139

30,5 million

users (78%)41,0 million

users (98%)

DII:

Digital Interactivity Index

+300%

online shoppers

via sm.phone (vs 2013)

INCREASE

Which of the following activities did you carry out

over the last 12 months via smartphone? (%)

2521 23

8

3934 35

13

5246 46

21

58 54 52

29

Email info-commerce Social networking Online shopping

2013 2014 2015 2016

8,8 million

individuals

17,7 million

individuals

FOCUS ON

ECOMMERCE

…

In the last 12 months, have you purchased any

product (or service) of one of the following categories

of merchandise? (%)1°

2°

3°

51

44

38

33

32

32

26

26

23

Clothing, fashion items

Transportation

Tech prod., electronics

Tickets (events, etc.)

Books (print)

Holiday

Mobile apps

Household items

E-books

AVG ONLINE EXPENDITURE

«FASHION»

513 €

Spent by 7,3 million individuals

+2,5 million vs 2015

598€576€ 433€

80 78

55 51

uk de usa it

513€

Shoppers and expenditure for

fashion - international view (%)

«TRANSPORTATION»

381 €

Spent by 6,3 million individuals

+2,6 million vs 2015

AVG ONLINE EXPENDITURE

44 39 3528

it uk fr de

509€465€615€381€

Shoppers and expenditure for

transportation - international view (%)

+56% vs 2015

Value of

online market

23,3 bn €

An Italian online shoppers

spend on average 1.626 € per

year with a significant growth if

compared to

the previous years (avg 2015: 1.200 €)

COMMUNICATION CHANNELS: EFFECTIVENESS AND OPPORTUNITY

TO ENGAGE VIA OWNED MEDIA

Facebook &

newsletters

registered the

highest

growth vs 2015

…and which are the most userful information channels for

buying a product online? (%)

45

40

40

36

29

28

18

website of the product/ brand

e-comm. sites with prod. info

reviews on specialized websites

price/ feat. comparison websites

newsletter

online forums, blogs (u.g.c.)

Facebook page of prod./ brand

…

Social network

users in Italy(23,8 million indiv.)

78%

Did you log in to your social network account to update your

status, read or write messages, share photos, chat, etc.

over the last 12 months?

International view

USE OF SOCIAL NETWORKS:

9586 85 83

78

es uk de fr ita

1° place in Italy

& all over the EU

On which of the following sites do you have an account? (%)

at 2° or 3° place

82

49

46

34

33

22

Facebook

Google+

Youtube

Twitter

Instagram

LinkedIn

followed by

…

78% OF SOCIAL USERS ARE ON…

The opportunity to engage

VIA SOCIAL

NETWORKS22

14

812

32

24

18

23

1926

Committed

Open

Passive

Not disturb

Non user

2421SOI:

Social opportunity index

of Italian internet users

IS SUBSCRIBED TO

NEWSLETTERS

78%

Fashion and travel/tourism are among the

most popular topics

Newsletter users and avg number - international view

NEWSLETTER SUBSCRIBERS:

84 80 7873

65

de fr ita uk es

4,86,46,7 4,15,6

Chat in Shanghai

Social Media in Korea

& Tokyo

Thinking about brands, companies or organizations that you like to

follow closely, how useful do you personally find these

communication methods? (very+fairly useful, % )

66

49

38

32

Via newsletters

Via social media

Via chat

Via push notifications

Newsletters

at the top in EU+, NY,

Moscow/ St.Pet.

The opportunity to engage

VIA

NEWSLETTERS22 27

21 8

1

33

23

19

32

4 9Committed

Open

Passive

Opportunistic

Not disturb

Unaware

4742DOI:

Direct opportunity index

of online shoppers

80%

Has gone to a store and has bought

a product reported in the newsletter 65%

50%

NEWSLETTER IMPACT ON PURCHASES

Has made an online purchase after

having browsed on the website of

the product/service from a link

within the newsletter

KEY FINDINGS

• Italy is lagging behind other countries but we foresee it will reach the other EU

countries in the next 4 years

• 23,3 bn € is the estimated value of online market (+56% vs. 2015) and the

online shoppers are 47%

• Brand newsletters have an impact on purchases: 65% has bought instore and

50% has made an online purchase from a commercial link within the

newsletter

FIND OUT MORE!

Download the extended abstract

of the research

(Italian version)

Access Insighthub(DEMO version)

to create and download

statistical tables

www.contactlab.com > REPORTS > EDBS 16 www.contactlab.com > REPORTS > INSIGHTHUB

JOIN US

Do you want to be part of the 2017 edition?

Ask for more information at study@contactlab.com

or specify your interest in the survey

Thanks!

Erica Fontana

Research Executive

Micaela Raimondi

Marketing & Communication Director