Inside the eBuyer’s mind
Understanding the behaviour and
response of online shoppers to advertising

About the research
• Developed an online questionnaire
• On consumer shopping behaviour
• On advertising response comparing
ecommerce sites and social networks
• Surveyed 1,500 European online
shoppers
• Research conducted in France, UK and
Germany (February to March 2009)

Key insights
• 82% of European online shoppers are spending more
time shopping online in a recession
• When they’re in the e-buying mindset, 60% of online
shoppers are most receptive to advertising on
ecommerce sites
• In contrast, just 9% of European online shoppers pay
attention to an ad when they’re on a social network

The Credit Crunch
Shoppers are more active online
Compared to six months ago, do you shop more / less online?
Whilst shoppers across Europe are uniformly shopping more
online, a significant 30% are shopping ‘a lot more’ online
Attitude
I shop more online 51% 55% 52%
I shop a lot more online 33% 26% 30%
I shop less online 15% 18% 15%
I shop a lot less online 1% 1% 3%

Shopping Behaviours
Shoppers are researching more
Compared to six months ago, do you spend more / less time
researching an item before you buy?
On average, European online shoppers spend 87% more
time researching online
Attitude
I spend more time
91% 88% 83%
researching before I buy
I spend less time
9% 12% 17%
researching before I buy

Shopping Behaviours
Shoppers’ needs are very distinct
Which of the following best describes your behaviour when
buying an item on the Internet?
The key drivers for shopping: Trust / Value / Selection
Attitude
I spend time researching an
69% 66% 73%
item online before I buy it
I go straight to my favourite,
42% 41% 34%
trusted shopping site
I research the best price
41% 47% 52%

Purchase Trends
Popular product categories
Which of the following categories of products do you buy
from the Internet?

Purchase Trends
Trends across product categories
Compared to six months ago, are you likely to buy items in the following
categories more or less?

Advertising Impact
Advertising needs to be contextual
When are you likely to pay attention to an advertisement?
Attitude
When I’m on a shopping
website looking to buy
61% 57% 61%
something in a particular
category
When I’m using a search
37% 38% 41%
engine
When I’m on Facebook,
13% 6% 7%
MySpace, etc.
When I’m browsing a
18% 18% 12%
portal like MSN or Yahoo

Advertising Impact
Targeting helps increase effectiveness
Which types of online advertising have prompted you to buy a product
or service over the Internet?