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Violeta Bahaciu, Senior Research Consultant, GfK Romania: The Internet as Source of Information
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Violeta Bahaciu, Senior Research Consultant, GfK Romania: The Internet as Source of Information

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This presentation was made at World Information Architecture Day in Bucharest, Romania, on February 11th 2012

This presentation was made at World Information Architecture Day in Bucharest, Romania, on February 11th 2012

Published in: Technology, Business

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  • 1. The Internet as source of information February 2012 GfK Romania Violeta Bahaciu
  • 2. GfK Romania The Internet as source of information Violeta Bahaciu February 2012 The Internet is a trendy Conquistador among all sources of information – a conclusion of the newest GfK multi-client survey 2 The need Searching/ Informing Buying Sources Content  Internet  Product’s features  Friends / Acquaintances  Comparisons with products  Shop/ Sales staff in the same category  Own experience  PricesSource: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 3. GfK Romania The Internet as source of information Violeta Bahaciu February 2012The Internet has become the main information source for markets which:- engage the order only through a banking card- don’t have a show room/ shop with a wide range of products- a specialist is not a must 3 Sources of information used before purchase Financial products 8 34 58 (N=234) Electronics & appliances Only Internet 19 37 43 (N=294) Touristic products Internet & 29 49 22 (N=175) Offline sources DIY (N=291) 5 23 72 Offline sources, no Auto repair & Internet 8 30 62 maintenance (N=261)Telecom & Internet services 16 36 48 (N=298)Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 4. GfK Romania The Internet as source of information Violeta Bahaciu February 2012 The consumer’s experience (information & facts) with the product establishes the level of planning the purchase 4 Telecom & Touristic Internet services products I knew for sure from where/ 64 39 what I would like to buy I had in mind some variants from where I would like to 26 37 buy I had no idea from where/ 10 25 what I would like to buy You can find out from GfK multi-client survey what is the planning level for the financial services/ products or for auto repair and maintenance sector.Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 5. GfK Romania The Internet as source of information Violeta Bahaciu February 2012 The Cross-Consumption of information sources is specific to each market. Internet & WOM is the most common combination. 5Internet cross with… Telecom Auto repair & & Internet services maintenance Friends/acquaintances 35 56 Television 32 10Specialized sales personnel 30 46 Leaflets/brochures/flyers 19 14 My own experience 16 18 Newspapers/magazines 7 9Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 6. GfK Romania The Internet as source of information Violeta Bahaciu February 2012 Don’t miss to drive your business on all Internet tools and take care of those sources that produce the best content 6 Electronics & Touristic appliances products Producers/suppliers websites 53 42 Search engines 43 50Products evaluations websites 31 15 Price comparison websites 28 21 Online stores sites 58 18 Promotions websites 23 31 Social networks 8 15 Bloggers 9 7 Women mentioned them three times more than men.Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 7. GfK Romania The Internet as source of information Violeta Bahaciu February 2012 The content searched on Internet means mainly rational drivers - learning about the 4th elements of marketing mix - product, places, prices, promotions. 7 Financial DIY products Detailed features of the product 72 73 There is room for emotional drivers.Comparisons with products in the 43same category from other suppliers 59 Women are more sensitive to WOM Product price 53 70 than men. Women need to find Opinions about the product 41 40 the right information into the most visible places. Places from where I can purchase it 39 52Product reviews made by the 33 34specialistsSource: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 8. GfK Romania The Internet as source of information Violeta Bahaciu February 2012 Regardless the shopping place or the way in which the purchase is done, the Internet delivers good and useful content 8 Place of buying category products 4 3 6 10 20 From the Internet 56 From a shop 63 91 89 84 71 From a private person 26 8 4 Others 14 1 8 19 6 7 7 2 2 Financial Electronics Touristic DIY Auto repair Telecom & products & products & Internet Appliances Maintenance servicesSource: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 9. GfK Romania The Internet as source of information Violeta Bahaciu February 2012The need to inform post-buying is higher for financial and telecomcategories. 9 Financial Auto repair & Telecom products Maintenance & Internet services Post-buying information is done mainly 32 39 - for confirming the No choice 62 More men than women - for finding out more details about the 68 product 61 Yes 38 In post-buying, the Internet has an increased role as source of information - people search for opinions and evaluations about product.Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 10. GfK Romania The Internet as source of information Violeta Bahaciu February 2012At least 70% of the product’s buyers use to share their purchasingexperience. 10 Talking face to face (mainly) or by phone By Internet – the experience sharing by Internet depends on the consumer’s experience with Internet for informing or buying products  By Messenger – is the common way  By e-mail – specific to financial sector  Social Networks – specific to tourism and auto  Opinions/ Comments in the evaluation section – specific to financial sector or electronic devices
  • 11. GfK Romania The Internet as source of information Violeta Bahaciu February 2012Internet means information in a short time and freedom of choiceWOM means credible information and influence in purchasingSales personnel is a good source of details about the product for beginners 11  Credible information  Searching for cheaper products  Persuasion for buying a product INTERNET  An easy access to information  social networks  Nice way to search  online stores information  product evaluation FRIENDS websites SHOP  Better understanding the features product  Creates the image of the  Credible information TV product  More perspective about  Persuasion for buying a the products product  Easier decision –  Awakens the consumer’s provides confirmations interest for the productSource: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
  • 12. Thank you for your attention! February 2012 GfK Romania Violeta BahaciuGfK RomaniaBOC Building, 3 George Constantinescu St.6th floor, District 2, 020339 Bucharest, RomaniaPhone: + 40 21-205.55.00Fax:+4021-205.55.05http://www.gfk-ro.com