Swiss Internet Users & E-Commerce Research

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Arianna Galante, Director of Agency Dept. ContactLab
Swiss E-commerce Conference, 27.11.2014

Data on:
Average basket value by sector
Digital penetration in Switzerland
Volume of online shoppers
Best seller and trends on online shopping
Favourite online shopping channels
Payment methods selected by swiss users
Habits and behavior of Swiss internet users divided by cantonal aggregations and linguistic areas

Full report available for free download
http://e-commerceconference.ch/download-research/

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Swiss Internet Users & E-Commerce Research

  1. 1. Swiss Internet Users & E-Commerce Research Arianna Galante, Director of Agency dept. ContactLab
  2. 2. •NetComm Suisse’s Observatory on Swiss digital behaviour was created in collaboration with ContactLab to offer e-commerce managers, institutions and decision-makers a solid quantitative basis to understand the behaviour of Swiss internet users evaluate market performance activate public and private policies to sustain growth in the sector •It is a first on the Swiss market, providing a unique source of data on the digital habits of Swiss consumers and the purchasing behaviour of online shoppers in the country •ContactLab was chosen by NetComm Suisse for the solidity of its methodology and the ability to analyze and interpret the data collected, as proven in ContactLab’s European Digital Behaviour Study, an ongoing project since 2009 covering 5 key European markets A BRAND NEW OBSERVATORY ON SWISS DIGITAL BEHAVIOUR
  3. 3. •The methodology applied ensures that the reality of internet use in Switzerland is accurately represented: the sample was defined based on socio-demographic criteria using analyses from leading official statistical sources (BFS) •A CAWI survey was carried out amongst habitual internet users aged 16 – 65: individuals who connect at least once a week, regardless of the device and motivation •Sample: 1.078 individuals Interviewed between July 11-23 Average interview duration: 25 minutes METHODOLOGY
  4. 4. REPRESENTED UNIVERSE AND SOCIO-DEMOGRAPHIC PROFILE REGULAR INTERNET USERS 16-65 Y.O. n=1.078 n= 1.041 n=1.075 n=1.028 n=1.060 n=1.026 MERCHANT OVERSAMPLING n= 19.207 ESTIMATED UNIVERSES 4,8 mio. 26,5 mio. 36,3 mio. 44,1 mio. 33,0 mio. 21,3 mio. Socio-demo profile (1/ 5) CH (n=1.078; %) IT (n=20.258; %) UK (n=1.075; %) DE (n=1.028; %) FR (n=1.060; %) ES (n=1.026; %) Gender: Male 53 53 51 52 52 52 Female 47 47 49 48 48 48 Age groups: 16-24 18 19 20 20 18 16 25-34 20 21 46 21 22 26 35-44 21 27 9 21 22 27 45-54 22 20 10 26 21 20 55-65 19 13 15 12 17 11 Average age 40 39 35 39 40 39 CH
  5. 5. NETCOMM SUISSE OBSERVATORY: TARGET POPULATION Source: EUROSTAT/ BFS data processed by ContactLab 85 73 88 79 Regular use of the internet Ecommerce last 12 months Individuals 16-74 y.o. Individuals 16-65 y.o. Total population (.000) Regular internet users (.000) Online shoppers (.000) 16-74 years old 6.100 5.200 4.400 16-65 years old 5.400 4.800 4.200
  6. 6. Total tablet users 45% Total smartphone users 68% PC last 4 weeks (at home or work) 96% OVERLAP BETWEEN CONNECTION METHODS LAST 4 WEEKS Base: total users 16-65 y.o., n=1.078; % 38% Tablet last 4 weeks 33% Smartphone last 4 weeks 55% 2% 5% 1% 25% 28% 1% Total mobile users last 4 weeks 62% Penetration Population estimate(.000) Pc only 38% 1.800 Mobile 62% 3.000 Triple device 25% 1.200
  7. 7. MAIN ACTIVITIES CARRIED OUT ONLINE Base: total users 16-65 y.o., n=1.078; % 99 94 93 90 87 86 81 75 70 60 97 77 61 48 57 72 67 44 39 20 95 64 32 16 42 65 30 28 30 9 Email News Information on products/ services Online shopping Multimedia entertain. Social Network Home-banking Sport & hobbies Online Games E-learning Last 12 months Last 30 days Last 7 days
  8. 8. KEY ECOMMERCE DRIVERS (90% OF USERS) Base: online shoppers aged 16-65, n=970; % What are for you the most important considerations when you shop online or are planning to shop online instead of at physical stores/ traditional channels? 42 40 35 34 34 32 31 26 24 20 11 8 Saving time Shopping at any time Being able to compare prices The wide choice of products Being able to easily find products I want Payment methods The cost- effectiv. Clearly stated options for returning goods Guarantees of data privacy Authorizing payment after receipt of product Choosing date/ time of delivery Seeing a warranty seal
  9. 9. INFORMATION CHANNELS FOR ONLINE SHOPPING Base: users aged 16-65 shopping online in the last 12 months for the reported categories, n=758; % 50 26 26 25 20 17 16 14 13 12 9 8 7 the website of product/ brand words of mouth newsletters a prices and features comparison website commercial/ above the line reviews on specialized websites e-commerce website specialized magazines the store / point of sale where I asked for infos online forum/ blogs customer service line Facebook page of product/brand an event sponsored by the brand
  10. 10. 82 59 58 52 20 ...find interesting promotions within the newsletter ...buy online after having browsed on the website of the product / service from a link within the newsletter ...save time when purchasing a product, thanks to the suggestions and information contained in the newsletter ...go to the store and buy the products / services promoted in the message when you receive an offer in a newsletter ...share a newsletter through social media when it contains interesting promotions E-COMMERCE VIA E-NEWSLETTER Base: newsletter users 16-65 y.o., n=914; %
  11. 11. PRODUCT CATEGORIES PURCHASED ONLINE IN THE LAST 12 MONTHS Base: users aged 16-65 online shopping in the last 12 months for at least one product or service; n=872; % 52 36 32 29 28 26 24 24 20 20 19 17 15 15 15 Clothing, fashion items Transportation Books Tickets/reservations Holiday CDs, DVDs Mobile apps Tech products/ electronics Beauty products/cosmetics Computer software Food, beverages Music/multimedia file Household items E-books Games of chance/ bets
  12. 12. AVERAGE ONLINE SHOPPING FOR EACH CATEGORY IN THE LAST 12 MONTHS Base: users aged 16-65 online shopping in the last 12 months in any category; average in CHF CATEGORIES PENETRATION UNIVERSE (.000) AVG ONLINE EXPENDITURE (YEARLY) (CHF) EXP. VARIATION LAST PERIOD (stated) Clothing, fashion items 52% 2.184 463 + 16,3% Transportation 36% 1.512 935 + 22,0% Books 32% 1.344 149 + 10,5% Tickets/reservations 29% 1.218 337 + 19,3% Holiday 28% 1.176 1.325 + 21,4% CDs, DVDs 26% 1.092 145 + 8,8% Mobile apps 24% 1.008 205 + 11,7% Tech products/ electronics 24% 1.008 566 + 12,4% Beauty products/cosmetics 20% 840 250 + 11,7% Computer software 20% 840 264 + 9,8% Food, beverages 19% 798 670 + 8,1% Music/multimedia files 17% 714 80 + 14,4% Household items 15% 630 595 + 10,2% E-books 15% 630 125 + 16,5% Games of chance/ bets 15% 630 350 + 11,8% Sporting equipment 13% 546 386 + 13,7% NB: for categories with ,10% penetration, due to the reduced sample base the values are not shown as they would have no statistical significance Average annual online shopping total: –UK: 2.239 CHF –CH: 1.928,5 CHF –IT: 1.501 CHF –DE: 1.501 CHF –FR: 1.372 CHF –ES: 1.301 CHF CH
  13. 13. TIME DURING THE DAY FOR ONLINE SHOPPING Base: users aged 16-65 shopping online in the last 12 months, n=970 (90%); % 0 10 20 30 40 50 60 70 As soon as I wake up, when I’m still in bed Early morning (7-9) Mid-morning (10-11) Midday (12-1) Early to mid- afternoon (2- 4) Late afternoon (5- 6) Evening (7-8) At night (9-11) Late night (after midnight) Right before going to sleep, in bed 38 62 No preferred time of day Online shoppers with preferred time of day (n=601) ↓= 100
  14. 14. PREFERRED METHOD OF PAYMENT FOR ONLINE PURCHASES Base: users aged 16-65 online shopping in the last 12 months for at least one product or service, n=872; % 55 40 35 24 14 11 11 9 7 5 Invoice Standard credit card Paypal Bank transfer (online) Prepaid or rechargeable credit card Payment on delivery (C.O.D.) Post-office issued cheque Sofort/ direct bank transfer Payment in-store, after reserving online Bank transfer (in branch)
  15. 15. 42 29 22 20 18 13 7 7 7 I prefer to check product quality in person and get advice from a trusted vendor I think costs of shipping are too high I prefer to pay in cash I have little trust in online payment methods I’m afraid of having problems or of not receiving the product I find that the procedures for cancelling the transaction are often unclear and complicated I can’t find products/ services I’m interested in I can’t find affordable deals I find online buying processes complicated KEY ECOMMERCE BARRIERS Base: total users aged 16-65, n=1.078; % of quotes Some people interviewed previously have indicated the reasons why they do NOT buy products or services online or make few purchases. Which of the following statements do you agree with?
  16. 16. KEY ECOMMERCE BARRIERS : ONLINE SHOPPERS vs NON ONLINE SHOPPERS Based on: Users aged 16-65 who have n=970/ have not purchased online over previous 12 months, n=108 0 10 20 30 40 50 60 70 I prefer to check product quality in person and get advice from a trusted vendor I think costs of shipping are too high I prefer to pay in cash I have little trust in online payment methods I’m afraid of having problems or of not receiving the product I find that the procedures for cancelling the transaction are often unclear and complicated I can’t find products/ services I’m interested in I can’t find affordable deals I find online buying processes complicated Online shoppers (n=970) NON online shoppers (n=108)
  17. 17. 12 2 8 36 42 within the next 3 months in 3 - 6 months in 6 - 12 months yes, but I don’t know when no, I don’t think I will make purchases online NON ONLINE SHOPPERS: INTENTION TO PURCHASE IN THE NEAR FUTURE Base: total users 16-65 y.o., n=1.078; % Intention to shop online: (non online shoppers, 10%; n=108) 58% Total prospects 22% next 12 months 90 10 Online shoppers Non online shoppers
  18. 18. 90 3 51 10 48 32 32 7 CROSS-BORDER ONLINE SHOPPING Base: total users 16-65 y.o., n=1.078; % Online shoppers Tot. cross-border online shoppers Only on Swiss sites Both foreign and Swiss sites Only cross-border online shoppers Don’t know
  19. 19. CROSS-BORDER ONLINE SHOPPING Base: total users 16-65 y.o., n=1.078; % Purchases distribution: Expenditure distribution: 4 5 8 8 7 11 19 38 100% on foreign sites 90-80% on foreign sites 70-60% on foreign sites 50% on foreign sites 40-30% on foreign sites 20-10% on foreign sites Less than 10% on foreign sites 0% (only on swiss sites) 4 5 7 8 8 12 18 38 100% on foreign sites 90-80% on foreign sites 70-60% on foreign sites 50% on foreign sites 40-30% on foreign sites 20-10% on foreign sites Less than 10% on foreign sites 0% (only on swiss sites) On average, 23% of Swiss online expenditure is cross-border
  20. 20. ONLINE SHOPPERS: DOMESTIC BUYERS vs CROSS-BORDER BUYERS Base: users aged 16-65 online shopping in the last 12 months net «not indicated»; n= 893 38% Tot. cross-border shoppers: 62% Avg online yearly exp.: 2.447 CHF (+28% vs tot. online shoppers) 36% of expenditure is on foreign sites (that is ca. 2.300 mio. CHF) 4% ONLINE SHOPPERS CLUSTERS % Both domestic AND cross-border 58 Domestic shoppers only 38 Cross-border only shopper 4 58% Domestic shoppers only Avg online yearly exp: 1.096 CHF (-43% vs tot online shopper)
  21. 21. 29 24 19 14 12 7 6 3 Ecommerce portals with various product categories Websites specialized on clothing and Footwear Websites specialized on travel / tourism Online Auctions Websites specialized on games and sports Websites specialized on health and wellness Websites specialized on technology Websites specialized on cars and motorcycles CROSS-BORDER SHOPPERS (51%): MAIN TYPES OF ECOMMERCE SITES Base: online shoppers 16-65 y.o. on foreign sites, n= 549, % (codified verbatim) -Amazon, 27% -Others, … -Ebay, 13% -Others, … in clothing
  22. 22. 5% 10% 8% 54% 16% 5% CROSS-BORDER ECOMMERCE (51%): MAIN IMPORT SOURCES Base: online shoppers 16-65 y.o. on foreign sites, n= 549, % Online purchases from… 1° Germany 54% 2° France 16% 3° U.S./ North America 10% 4° United Kingdom 8% 5° Italy 5% 6° China 5%
  23. 23. CROSS-BORDER ECOMMERCE (51%): REASONS FOR BUYING ON FOREIGN SITES Base: online shoppers 16-65 y.o. on foreign sites, n= 549, % 66 49 33 7 3 2 2 1 6 Better price Availability of products / services (not offered on Swiss sites) Greater selection of products, greater choice Nicer, better designed foreign sites More trustworthy, secure payment method More guarantees on product delivery Post-sales services (return of goods, call center, etc.) Better security for treatment of personal information Other reasons
  24. 24. •Switzerland is one of the leading countries in terms of habitual internet use Almost 90% of Switzerland’s total population aged 16 to 65 regularly use the internet. •PC remains the foremost connection method (96% in the past 4 weeks), followed by smarthphones (68%) and tablets (45%) but 25% of the consumers are triple-device users •The main activities carried out online are email, infoshopping and online shopping: while email use is consistent whatever the time frame, shopping-related browsing is less of a daily activity but remains frequent •The most common online purchases are for “clothing”, involving over 1/2 of online shoppers, vs  “transport/tickets for travel” (36%) “books” (32%) “tickets for events, etc.” (29%) “trips/holidays” (28%) KEY FINDINGS (1/3)
  25. 25. •22% of non online shoppers express an intention to do so over the next 12 months, but 42% do not believe they will •Top information sources are product / brand websites (50%), with word of mouth and newsletters at 26%. Newsletter recipients express a clear influence of the messages they receive on the purchases they make, whether online or offline •Taking around 26 different categories into account, an online shopper in Switzerland spends on average approximately 1,930 CHF per year, vs UK 2,239 CHF and ES 1,301 CHF. •The preferred payment method for Swiss shoppers is “invoice”, followed by “standard credit card” and “Paypal” •The two main drivers provided for using e-commerce – “saving time” and “shopping at any time”- are specific to the Swiss online shopper, highlighting them as having a particularly evolved online shopping profile. KEY FINDINGS (2/3)
  26. 26. •62% of online shoppers in Switzerland bought products and services on foreign sites in the last 12 months 4% used exclusively foreign sites 38% made purchases only using Swiss e-commerce websites The most popular foreign country for making online purchases is Germany, followed by France and the USA •Users making purchases outside Switzerland generally spend more – approximately 2,500 CHF (+28% compared to average annual online spending) – mainly for reasons linked to convenience, availability of products which cannot be found locally and finding foreign players who offer greater variety KEY FINDINGS (3/3)
  27. 27. THANK YOU Arianna Galante Director of Agency dept. ContactLab arianna.galante@contactlab.com @digitalzia Full report available for free download http://e-commerceconference.ch/download-research/

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