0
1E-commerce: trends and attitudes      Research into Ukrainian internet users                  Report prepared byKiev, Jul...
2ObjectivesThis report shows results of a study conducted inUkraine by IIBR/Gemius.The main aim of the research was to ide...
3Research methodresearch   The research was conducted using the CAWI method (computer-assisted weboverview   interviewing)...
4Summary         In general, Ukrainian internet users have a positive attitude towards shopping: nearly half ofthem declar...
5General attitudes towards shoppingAttitudes towards shopping(SA) Some people like shopping, some do not. Apart from every...
6General attitudes towards shoppingMost important concerns while shopping(SA) What do you care about most while shopping (...
7General attitudes towards online shoppingAwareness and experience of online shopping(SA) Have you ever heard of the possi...
8General attitudes towards online shoppingPerception of online shopping(MA) Based on your own experiences or other people’...
9Online storesProducts bought in online stores – TOP 10 CATEGORIES(MA) Which of the products given below have you bought i...
10 General attitudes towards online shopping Online stores – unaided awareness   (OA) Please list up to three names of onl...
11General attitudes towards online shoppingOnline auctions – unaided awareness(OA) Please list up to three online auctions...
12Respondents with no online shopping experienceFuture intentions to shop online(SA) Are you going to buy any products/ser...
13About Gemius - Gemius is an international research agency, the leader andforerunner in the field of research of the inte...
14     Contact Gemius:       Sales contact:  contact@gemius.com.ua       Press contact:   marketing@gemius.com           J...
Upcoming SlideShare
Loading in...5
×

E-commerce in Ukraine: trends and attitudes. Mini-report. July 2011

4,451

Published on

E-commerce in Ukraine 2011: Trends and attitudes presents the results of a study conducted by IIBR (Interactive Institute for Market Research) and Gemius in partnership with Ukrainian portals: Meta.ua and Tochka.net.
The main aim of the research was to identify the attitudes and usage preferences of Ukrainian internet users regarding online shopping in e-shops and on e-auctions.

The research was conducted using the CAWI method (computer-assisted web interviewing).

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,451
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
139
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Transcript of "E-commerce in Ukraine: trends and attitudes. Mini-report. July 2011"

  1. 1. 1E-commerce: trends and attitudes Research into Ukrainian internet users Report prepared byKiev, July 2011
  2. 2. 2ObjectivesThis report shows results of a study conducted inUkraine by IIBR/Gemius.The main aim of the research was to identifyUkrainian users’ attitudes and usage preferencesregarding shopping in e-shops and on e-auctions.This report discusses:- General attitude towards online shopping- Frequency of shopping on the internet- Ranking of e-shop websites in Ukraine- Attitude towards and usage of e-shops- Ranking of e-auction websites in Ukraine- Attitudes towards and usage of e-auctions
  3. 3. 3Research methodresearch The research was conducted using the CAWI method (computer-assisted weboverview interviewing). The selection criteria for the websites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users, as well as their content (unrelated to the studied topic directly). In order to ensure that the collected data is representative for the entire online population in Ukraine, the internet users answers were analysed with the use of an analytical weight, based on data related to the structure of the online population in terms of gender, age and frequency of internet usage. Two study-related surveys were conducted: the first took place in 2009, the other in 2011; the final samples included internet users aged 15 and above in both studies. All research findings expressed as a percentage on the charts refer to weighted data, whereas the sample size (N) presented on the slides refers to unweighted data and shows the number of respondents who answered a particular question.
  4. 4. 4Summary In general, Ukrainian internet users have a positive attitude towards shopping: nearly half ofthem declares that they like or love this activity, which has not changed significantly since 2009. The most important consideration in purchase decision-making is to buy high quality products,however this opinion has substantially decreased in popularity compared to 2009. Every fifth respondentexpects shopping to be a pleasant way of spending time. It can be observed that currently Ukrainianinternet users pay more attention to saving money than in previous study. All surveyed respondents had heard about the possibility to shop online. The most widely known e-store, as seen in the unaided awareness results, is rozetka.ua.com, followed by several less recognizablecompetitors. In case of e-auctions, the most widely known names are eBay and aukro.ua More than half of respondents appreciate the fact that buying via the internet is cheaper thanoffline shopping. Another advantage mentioned by internet users was the chance to save time. However,online shopping is still perceived risky, but this opinion is getting less popular than in the previous study.Also fewer people, compared to 2009, consider online shopping complicated. This may be the reason whymore than four in five e-customers declared that they shopped on the internet more than once. Consumer electronics and domestic appliances, along with computer hardware, phones and GSMaccessories are the top three categories amongst purchases in web. Compared to the previous survey,clothes and jewellery gained popularity in this respect. Invariably, insurance, food and travel services are theleast popular categories bought in e-stores by Ukrainian internet users. Only one in five respondents with no online shopping experience is willing to purchase any productsor services online in the future. A similar proportion remains indecisive.
  5. 5. 5General attitudes towards shoppingAttitudes towards shopping(SA) Some people like shopping, some do not. Apart from everyday shopping for food, what is your general attitude towardsshopping? 2009 2011 In general, Ukrainian internet users see shopping in positive terms, as nearly half declares I love shopping I8% shopping love 7% that they like or love shopping, compared to a mere 16% who do not like or hate this activity. I like shopping 43% shopping I like 40% The attitudes have not changed since the previous survey. I am indifferent indifferent towards I am 29% 31% towards shopping shopping Respondents who have never shopped online 45% 33% 14% I do not like shopping not like shopping I do 11% 11% (N=499) Respondents who have shopped only in online 51% 28% 17% I hate shopping I 4% shopping hate 5% stores (N=618) Respondents who have shopped only on online 47% 30% 20% It is hard to say 5% Its hard to say 6% auctions (N=50) Respondents who have shopped in both places 36% 40% 22% (N=121) I like shopping I am indifferent towards shopping I do not like shoppingBase: all respondents2009: N= 1,1422011: N= 1,288 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  6. 6. 6General attitudes towards shoppingMost important concerns while shopping(SA) What do you care about most while shopping (apart from everyday shopping for food)? 2009 2011 One in three Ukrainian internet users declare that the most important criterion while Buying products of Buying products of the the shopping is to buy high quality products – 38% 33% although this opinion is lower in share than in highest quality best quality the previous study . Every fifth respondent expects shopping to be a nice way of spending Spending time in a Spending time in a 24% pleasant way pleasant way 21% time. Also Ukrainian internet users pay more attention to such aspect of online shopping like saving money. Saving money 17% Saving money 20% Spending as little time Spending as little time as as possible on this 11% 10% Respondents who have never 30% 21% 9% 21% 8% possible shopped online (N=499) activity Respondents who have Other 4% Other 6% shopped only in online stores 38% 20% 9% 20% 4% (N=618) Respondents who have It is hard to say 6% Its hard to say 10% shopped only on online 32% 20% 5% 32% 8% auctions (N=50) Respondents who have shopped in both places 27% 15% 20% 24% 6% (N=121) Buying products of the best quality Saving money Spending as little time as possible Spending time in a pleasant wayBase: all respondents Other2009: N= 1,1422011: N= 1,288 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  7. 7. 7General attitudes towards online shoppingAwareness and experience of online shopping(SA) Have you ever heard of the possibility of shopping on the internet? 2009 2011 Yes 97% Yes 100% (SA) Have you ever shopped on the internet? 2009 2011 No 3% No 0% Yes 41% Yes 52% All surveyed respondents had heard of the possibility of shopping via the internet. This means that there is no point in improving the awareness of e-shopping among internet users. More than half of internet users have No 59% No 48% shopped online, which is a substantial increase when compared to the previous wave of the study.Base: all respondents2009: N= 1,1422011: N= 1,288 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  8. 8. 8General attitudes towards online shoppingPerception of online shopping(MA) Based on your own experiences or other people’s opinions, do you think that buying on the internet…: 2009 2011 …is cheaper than The most prevailing opinion …is cheaper than buying buying in traditional 42% in traditional stores 54% concerning online shopping is shops that it is cheaper than buying in traditional shops (significant increase since 2009). However, …is risky 51% …is risky 43% it is still perceived as risky by two in five internet users. Note: when compared to the previous …takes less time than time-consuming …less wave of the study, fewer than buying in traditional buying in traditional 32% 34% consider it risky and stores stores complicated, which means that internet users became more accustomed to this kind of …is complicated …is complicated 13% 10% shopping. None of the above None of the above 8% 6%Base: respondents who have heard ofthe possibility of online shopping2009: N=1,1162011: N=1,285 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  9. 9. 9Online storesProducts bought in online stores – TOP 10 CATEGORIES(MA) Which of the products given below have you bought in an online store? 2009 2011 Consumer electronics and electronics and Consumer 52% domestic appliances appliances domestic 56% Phones and GSM Phones and GSM accessories accessories 45% 47% Consumer electronics and domestic appliances, Computer hardware 39% Computer hardware 37% along with computer hardware, phones and Books, music, Books, music, movies films 32% 31% GSM accessories are the top three categories Clothes and jewellery and jewellery Clothes 21% amongst online 31% purchases. Compared to the previous survey, Photo equipment 27% Photo equipment 23% clothes and jewellery have gained popularity in Train, bus, plane Train, bus, 19% tickets tickets plane 21% this respect. Cosmetics 23% Cosmetics 20% Cinema and theatre tickets theatre tickets Movie and 16% 20% Children’s accessories Childrens accessories and and toys 13% 13% toysBase: respondents who shopped in online stores2009: N= 5922011: N= 739 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  10. 10. 10 General attitudes towards online shopping Online stores – unaided awareness (OA) Please list up to three names of online stores that come to your mind first. TOP OF MIND ALL ANSWERS Rozetka.com.ua rozetka.com.ua 30% rozetka.com.ua Rozetka.com.ua 23% Bonprix.ua bonprix.ua 7% bonprix.ua Bonprix.ua 4% sokol.ua Sokol.ua 3% 5ok.com.ua 5ok.com.ua 2% 5ok.com.ua 5ok.com.ua 1% fotos.com.ua Fotos.com.ua 2% fotos.com.ua allo.ua Allo.ua 1% Fotos.com.ua 1% Neckermann.ua neckermann.ua 1% neckermann.ua Neckermann.ua 1% mobilluck.com.ua 1% mobilluck.com.ua yakaboo.ua Fotomag.com.ua fotomag.com.ua 1% yakaboo.ua 1% deshevshe.net.ua deshevshe.net.ua 1% sokol.ua Sokol.ua 1% Topshop.com topshop.com 1% Petrovka.ua petrovka.ua 1% deshevshe.net.ua deshevshe.net.ua 1% yakaboo.ua yakaboo.ua 1% mobilluck.com.ua mobilluck.com.ua 1% Ozon.ru ozon.ru 1% foxtrot.com.ua Foxtrot.com.ua 1% online auctions online auctions 1% amazon.com Amazon.com 1% price comparison engines Price comparison engines 1% online auctions online auctions 2% price comparison engines Price comparison engines 2% other other 15% other other 25% I do not know any name/no I do not know any name/no I dont know 52% I dont know answer/unrelated answer 52% answer/unrelated answerBase: respondents who have heard of the possibility of onlineshopping2011: N= 1,288 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  11. 11. 11General attitudes towards online shoppingOnline auctions – unaided awareness(OA) Please list up to three online auctions that come to your mind first. TOP OF MIND ALL ANSWERS Aukro.ua Aukro.ua 14% Aukro.ua Aukro.ua 17% Ebay.com Ebay.com 8% Ebay.com Ebay.com 6% Auction.ua Auction.ua 1% online shops online shops 3% Molotok.ru 1% Molotok.ru other other 5% online shops online shops 5% other other 8% I do not know any Iname/no dont know 71% answer/unrelated answer I do not know any name/no I dont know 71% answer/unrelated answer Base: respondents who have heard of the possibility of online shopping. 2011: N= 1,288 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  12. 12. 12Respondents with no online shopping experienceFuture intentions to shop online(SA) Are you going to buy any products/services on the internet in the future? 2009 2011 Only one in five Definitely yes 3% Definitely yes 2% respondents with no online shopping experience are willing to purchase any products or Rather yes 14%Rather yes 17% services online in the future. Similar proportion remains indecisive. Rather no 42% Rather no 43% Definitely no Definitely not 21% 18% It is hard to say Its hard to say 20% 21% Base: respondents who have heard about online shopping but have never done it 2009: N= 490 2011: N= 496 Source: gemiusReport “E-commerce in Ukraine: Trends and attitudes”; September 2009, April 2011
  13. 13. 13About Gemius - Gemius is an international research agency, the leader andforerunner in the field of research of the internet and on the internet in Europe.Originating in Poland, Gemius has expanded across the EMEA region and is nowcurrently operating in more than twenty markets.The company is the pioneer of the full hybrid methodology for online audiencemeasurement, integrating both consumer panels and advanced site-centricresearch, giving media planners highly credible results (gemiusAudience). It alsooffers professional research solutions, analytical and advisory services, fromsite-centric and user-centric studies to technologically-advanced tools forstudying internet user behaviour on chosen websites (gemiusTraffic), internetuser socio-demographic profiles (gemiusProfile), the quality of WWW page usage(gemiusUsability) and the effectiveness of internet advertising campaigns(gemiusEffect).Gemius also conducts research related to subjects submitted by customers(gemiusAdHoc). Apart from the above-mentioned research services, Gemiusoffers studies on the behaviour of users who view online multimedia content(gemiusStream) and a research tool for immediate measurement andpresentation of all clicks made by internet users on a website.
  14. 14. 14 Contact Gemius: Sales contact: contact@gemius.com.ua Press contact: marketing@gemius.com Join us @ Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_comYouTube.com/WwwGemiusCom www.gemius.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×