Zalando: ricerca Natale

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Una ricerca su usi e abitudini di italiani, tedeschi e svedesi durante le festività natalizie.

Transcript of Zalando: ricerca Natale

  • 1. Christmas Survey 2012Nov1212.12.2012 1Online-survey carried out by Respondi AG in November 2012. 400 respondents in each country (200 men and 200 women)

2. Survey set up Method: Online Survey Instrument: Online-questionnaire via Online-Panel by Respondi AG Respondents: Women and men from Germany, Italy and Sweden in the age between 18-65years Sample-size: Total: n = 1.200, 400 respondents for each country with a 50% gender split Survey period: 01.11.2012 09.11.2012 Survey management: Anne Strau, Anja Kettern, Katharina Oberfeld(Market Research Team, Zalando GmbH)12.12.20122Quelle 3. DE - first association with ChristmasWhat comes into your mind first thinking about Christmas?(Open question)12.12.2012 4. IT - first association with ChristmasWhat comes into your mind first thinking about Christmas?(Open question)12.12.20124Quelle 5. SE - first association with ChristmasWhat comes into your mind first thinking about Christmas?(Open question)12.12.20125Quelle 6. Looking forward to Christmas? Significant differences (+/- 5%) 100% F48%M 33%90%80%36% 43% 40%70%60% Looking forward toChristmas(8-10)50% neutral (4-7)40%45% 38%Not looking forward to 51%30% Christmas (1-3)20%10%20% 19% 9% 0% DEITSE How much are you looking forward to Christmas? (On a scale from 1 not at all to 10 I cant wait until its Christmas)12.12.20126Quelle 7. Christmas with whom? Significant differences (+/- 5%)54% Partner48% 58% 52% Parents/parents-in-law 39%47% 48%Own children 38%39% 19%Relatives in a large group40%17% SE 7% IT Friends13% 11%DE11% Grandparents 6%11% 3% Alone 3% 9%11%Others 2%5%0% 10%20%30% 40%50%60% 70% With whom will you spend Christmas?12.12.2012 7Quelle 8. The best part about Christmas Significant differences (+/- 5%) 66% The Christmas spirit46% 52% 56% Food 20% In all countries women 39%tend to like everything31% that is specifically To make a gift 36%33% Christmas (e.g.12% Christmas marketsChristmas markets22%and the spirit on27%Christmas)24% Happy childrens faces46%significantly more than24%men.15%Gifts 25% 21% 19%Christmas songs 20%18% 5% SE Advent calendar10%15%IT 9%When Christmas is over8%DE13%0% 10% 20% 30%40%50% 60% 70% What is the best part about Christmas?12.12.20128Quelle 9. The worst part about Christmas Significant differences (+/- 5%)19%Organize gifts Data not available for IT 27% 28%In DE and SE men Think about gifts 34%significantly state out 27%more than women18% that the worst part Gaining weight 24%22% about Christmas is22% organizing the That Christmas is over too quick 26%15% Christmas presents.7% Christmas songs 8% 14% 23% Grouchy children14% 13% 4% Receiving unwanted gifts12% 12%3% SE Christmas spirit everywhere 9%9% IT4% Christmas markets 6%DE 7% 0%5%10% 15% 20% 25% 30% 35% 40%What is the worst part about Christmas?12.12.20129Quelle 10. Christmas gifts - quality or quantity? Significant differences (+/- 5%) 100%3%12% 8% 90% 80% 70% 60% 50%quantity 97%88% 92%quality 40% 30% 20% 10%0%DEITSE Gifts is it about quality or quantity?12.12.201210Quelle 11. Make a gift being creative or fulfilling clear wishes? Significant differences (+/- 5%) 70% 61% 60% In all countries women 50% 46% like to be creative significantly more than 40% men whereas more 40% men need clear hints. 34% 30% 28%26% 26% 22% 20%17% 10% DE IT 0%SE Im creative myselfe Sometimes I like to get I need clear wishes hintsTo gifts are you rather creative yourself or do you prefer clear wishes?12.12.2012 11Quelle 12. When the Christmas gift organization starts Significant differences (+/- 5%)0%10% 20% 30%40% 50% 60% 70% 80%90% 1% January 1%February 1% 1% March 1%AprilMay DE 1% June1%ITJuly 1%SE 1%2%August 1%6% September 5%11% October 10%35%November3%22%30%December 47%84% When do you start organizing Christmas gifts?In DE and SE 20% more men than women start in December!12.12.2012 12Quelle 13. Christmas gift organization - duration Significant differences (+/- 5%) 45% 41% 40%36% 35% 30%28% 25% 24%23% 22%DE 20% 18%19%18%IT 16%17%SE 15% 11% 10%5%0% One dayTwo daysOne weekMore than oneweek In all countries significantly more men only need one or two days to How long does it take to organize all gifts? organize all gifts whereas 12% more women in DE and SE need more than one week.12.12.2012 13Quelle 14. Christmas gift organization - procedure Significant differences (+/- 5%) 60% 56% 51% 50%F 22%M 33%42% 40% 38% 30%28% 28%DE20%21%IT 20% 17%SE 10%0%I have a plan and know I hope for inspirations in Both in combination exactly what Im going tothe shopsgetHow do you organize the gifts?12.12.2012 14Quelle 15. Christmas gift organization stationary shops or online? Significant differences (+/- 5%) DE38% stationaryshops 62%online shops ITSE16%20%stationary stationaryshopsshops 83% 80%online shops online shopsWhere do you prefer getting gifts?12.12.2012 15Quelle 16. Using whish lists of online shops? Significant differences (+/- 5%) DE14%19% 67% ITSE4%14%I dont know this kind18%21%of offerNo 83%61%Yes Do you use wish lists of individual online shops as a gift suggestionsor to share on different social networking sites (eg Facebook)?12.12.201216Quelle 17. Expected gift expenses Christmas 2012 450 384,16 400 3293,2SEK 356,39 350 300 291,38 250DEIT 200SE 150 100 50 0How much money do you approximately expect to spend this years Christmas gifts?12.12.201217Quelle 18. Who receives what? DEIT SEPartnerTickets for Clothes 29% Clothes23% 39%concerts/shows Jewelry 37% Books 25%Books 19% Accessories35% Travels 22%Vouchers 13% IT DE SE parents-in-law Vouchers 35% Clothes21% Books21% Parents/ Tickets forFoot/beverages29%Books18% 15% concerts/showsTickets for27%Vouchers 16%Jewelry14%concerts/showsWhat could you consider as a present for your grandparents, close friends, colleagues? Here top 3 19. Who receives what?DEIT SEGrandparents Tickets for Vouchers22% 6% Food/beverages9%concerts/shows Food/beverages17%Books5%Vouchers 8% Tickets for Beauty4% 13% concerts/shows Accessories8%ITSEDE Tickets for8%FriendsVouchers 36% Books25%concerts/shows Books6% Books 33%Accessories14%Accessories5% CDs/DVDs 31%CDs/DVDs14%IT SEDE Tickets forColleaguesVouchers Books 3%2%17%concerts/showsBooks 2% Books 12%Vouchers 9%Jewelry 1% Foot/beverages 11%CDs/DVDs9% What could you consider as a present for your grandparents, close friends, colleagues? Here top 3 20. What could be on your wish list? Significant differences (+/- 5%) 34%Books40% 49% 24% Vouchers33% 42% 10%CDs/DVDs 18% 36%28% Tickets for concerts/shows 20%34%25% Fashion 33%40% 21%Appliances17% 30% 22% Travels 27% 39%SE 14% Accessories 24% 25%IT12% DE Jewelry14% 21%14% Beauty Products / Cosmetics17% 21% 18%Food/Beverages 15%19%12% Sport accessories17% 19%8%Shoes15% 27%17% Home textiles 7%11%0% 20% 40% 60% 80% 100%What could be on your wish list?12.12.2012 20Quelle 21. No go Christmas gifts DE What would you not consider to give as Christmas present? (Open question)12.12.2012 21Quelle 22. No go Christmas gifts IT What would you not consider to give as Christmas present? (Open question)12.12.2012 22Quelle 23. No go Christmas gifts SE What would you not consider to give as Christmas present? (Open question)12.12.2012 23Quelle 24. If a gift is not likedSignificant differences (+/- 5%) 36%I am honest to the one who gave it to me3% and hope that the bill still exists22% 10%I hide my disappointment with a smile and 49% put it somewhere where I dont have to see it22% 9% I use it as a gift for another person15%16% SE20%IT Of course I keep it and put it somewhere 20% visible or wear itDE13%3% Im trying to sell it 6%12%0%Swap party1%1% 0% 20% 40% 60% 80% 100% In DE significantly more women than men would hide their How do you act if you dont like a gift? disappointment with a smile.12.12.2012 24Quelle 25. Unpleasant presents - whom do you dare to tell?Significant differences (+/- 5%) 0% 20% 40% 60% 80% 100%47% Relatives 51%51%46% Partner40%56%22% Friends 5% DE22% ITSE 18%Children 5% 18% 13% Acquaintances 3%9%11%Colleagues1%11%Whome do you dare to tell that you dont like the gift.12.12.201225Quelle 26. Significant differences (+/- 5%) 70% 62% 60%49% 50% 40%33% DE 28% 29% 30%IT23% SE 20% 20% 16% 12%10% 10% 10%8% 0% Very elegant More elegant than My everydaySomething moreusual clothescomfortableWhat you wear on Christmas Eve?In all countries women significantly tend more to dress very eleganton Christmas than men.12.12.201226Quelle 27. Gaining weight on Christmas?Significant differences (+/- 5%) DE 1,6kg40%Yes 61%NoITSE 2,13kg 2,28kg 32%49% 51% Yes Yes 68% NoNoDo you quickly gain weight over Christmas?12.12.2012 27Quelle 28. When Christmas is overSignificant differences (+/- 5%)0%20% 40% 60% 80% 100%38% Im sad because Christmas is over too soon 50%48% DE45% I feel relieved and freed from the ChristmasIT33% stressSE43%17% I dont care about Christmas 18% 9%How do you feel when Christmas is over? In DE an SE women are more sad than men that Christmas is over. In SE 17% more men than women feel relieved.12.12.201228Quelle 29. Only asked in DEWhich visitor makes you more happy?70% 30%Which visitor makes you more happy?N=40012.12.201229Quelle