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Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
Consumer commercebarometer netherlands
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Consumer commercebarometer netherlands

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  • 1. Netherlands
  • 2. Agenda 2• Methodology• Summary• Research & Purchase Behaviour, Online and Offline• Search Engine Usage• eCommerce Attitudes &Behaviours 2
  • 3. Methodology
  • 4. Methodology 4• Target group: Internet user in Netherlands, 14 years and older• Sample: N=2,026 Internet users• Methodology: Online Questionnaire• Fieldwork: March 29th – April 18th,• Research company: TNS Infratest• End product: www.consumerbarometer.eu
  • 5. Summary
  • 6. Summary 6• Online consumers in Netherlands purchase a wide variety of products online• Travel products are most likely to be researched online, and are more likely to be purchased online than offline• Technology items see high levels of online research and purchase, as do finance products• M&E&L products are purchased online to a great extent, consumers still tend to purchase products from the remaining categories offline• Search engines are the most commonly used type of website for online research and mainly used by respondents who search for travel, tech or auto-related information• Over half of online consumers in the Netherlands have redeemed a product voucher or code when purchasing products online• Consumers appreciate the convenience of online shopping
  • 7. Research & Purchase Behaviour, Online and Offline
  • 8. Total Purchase 8• In the past 12 months, the vast majority of consumers have bought retail and CPG &healthcare products Share of Purchasers within last 12 months Base: Onliner Retail (net) 90% For each vertical, the graph CPG&Healthcare (net) 83% shows the percentage of respondents who purchased Tech (net) 78% at least one product within the respective vertical. M&E&L (net) 68% Multiple product purchases within a vertical are still only counted once - hence "net". Travel (net) 55% The maximum net percentage therefore is Auto (net) 42% 100%. Finance (net) 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Question: When did you last buy any of the following products or services: within the last 3 months, the last 6 months, the last 12 months, more than 12 months or never?Source: Q1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n =2,026
  • 9. Method of Purchase 9• Purchasers of travel purchase significantly more products online than offline. Further, tech, M&E&L, retail and finance products are often purchased online Method of Purchase Base: Online and Offline Shopper 100% 94% 91% 90% 82% 81% 80% 76% 70% 65% 64% 60% 56% 57% 60% 48% 50% 38% 40% 30% 23% 20% 14% 10% 0% CPG&Healthcare Retail Auto Tech Finance M&E&L Travel Bought offline Bought onlineQuestion: Thinking about the last time you bought each of these products or services, how did you purchase them: online, by phone, by catalogue, in a store/agency/showroom or any other way?Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each productcategory
  • 10. Segmentation of Product Categories 10 1 Personal appliances 100% 2 Domestic appliances Research Online 3 Books 4 Clothing & accessories 5 CDs/DVDs 6 Toys 7 Footwear 8 Gifts, flowers, greetings 9 DIY, Tools, Garden Equipment 10 Home Furnishings/FurnitureResearch online 11 Home and household goods 12 Sport equipment 13 Mobile phone subscription 14 Audio devices 15 Computer hardware 31 16 Digital camera/camcorder 17 Visual devices 18 Computer software/video games 33 19 Printer supplies 20 Mobile phone (handset) 20 13 21 Computer peripherals 15 22 Health products 32 23 Groceries 25 21 16 18 19 36 24 Cosmetics/beauty products 2 28 25 Cars 17 14 3 26 Car Parts or Accessories 35 5 27 Cinema Tickets 29 34 10 30 28 Event tickets 29 Real estateResearch offline 1 26 12 4 27 30 Business Travel 6 31 Hotels 11 32 Package Holidays 9 22 33 Leisure Flights 7 24 34 Personal Loans 8 100% 35 Home insurance Research Offline 23 36 Car insurance 100% Purchase Offline Purchase offline Purchase online 100% Purchase Online Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)
  • 11. Search Engine Usage
  • 12. Websites Used for Online Research 12• Search engines are the most commonly used type of website for online research. In contrast, (micro)blogs and financial websites are hardly used Websites Used for Online Research Base: Onliner Search Engines 59% Manufacturer 41% Price Comparison 38% Consumer Reviews 35% Online auction 30% Retailer 27% Mapping 21% Social Networking 9% Video Portals 9% Bulletin Boards 8% Financial 5% Blogs 4% Microblogs 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Question: Thinking in general, what sorts of websites do you use in researching purchases you make either online or elsewhere e.g. in a store / agency / showroom / by phone, etc.Source: Q5 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026 1 2
  • 13. Search Engine Usage 13• Search engines are mainly used by respondents who search for travel, tech or auto-related information Search Engine Usage Base: Online Researcher Mean: 57% Travel 68% Tech 66% Auto 65% Retail 57% Finance 55% M&E&L 49% CPG&Healthcare 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Question: And for which of these products or services, did you use a search engine to help do your research?Source: Q3.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for eachproduct category 1 3
  • 14. eCommerce Attitudes and Behaviours Links
  • 15. eCommerce Attitudes: Security 15 I always read the Terms & Conditions before buying an item online. I’m comfortable buying products from foreign 44% websites. I’m comfortable buying products from unfamiliar websites. 19% 16%Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026Top 2 on a 5 point scale = strongly agree, agree
  • 16. eCommerce Attitudes: Loyalty & Convenience (1/2) 16 I only buy from websites where I am The internet is the first already a customer place I usually go to when researching products to buy. Online shopping is I have changed my mind convenient and 25% about which brand to buy saves me time. following research on the 61% web. 64% 30%Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026Top 2 on a 5 point scale = strongly agree, agree 1
  • 17. eCommerce Attitudes: Loyalty & Convenience (2/2) 17 I find arranging suitable delivery times I may do research difficult. online, but will only purchase a product in a store. 21% I find returning itemsI find delivery of goods to be unsatisfactory/ purchased online is difficult. 20% too expensive. 39% 40%Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026Top 2 on a 5 point scale = strongly agree, agree
  • 18. eCommerce Attitudes: Online Promotions 18 I have ever redeemed a promotional voucher or discount code when buying products online. I have ever bought something as a direct result of an email I have I have ever bought a received from a retailer. 53% product as a result of reading a recommendation from the retailer. 19% 22%Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026Top 2 on a 5 point scale = strongly agree, agree 1
  • 19. Appendix
  • 20. ROPO by Product Category (Reading Example) 20 Research Online AND Research Offline AND Research Purchase Research Purchase Online Offline Online Offline Online Offline Overall 75% 59% 53% 97% 59% 91% Technology 61% 41% 38% 79% 32% 66% Mobile phone (handset) 45%1 23%2 22%3 55% 17% 38% Printer supplies 36% 23% 13% 64% 16% 48% Computer Hardware 43% 19% 25% 57% 16% 40% Digital Camera/Camcorder 38% 19% 19% 62% 17% 44% Computer peripherals (e.g. printer) 38% 16% 22% 62% 14% 48% Mobile phone subscription 45% 27% 18% 55% 20% 35% Visual devices 32% 12% 20% 68% 16% 52% Audio devices 33% 16% 17% 67% 19% 49% Computer Software / Video games 38% 24% 13% 62% 23% 39% Travel 60% 51% 12% 59%4 36%5 30%6 Leisure Flights 51% 43% 8% 49% 27% 22% Business Travel 25% 19% 7% 75% 34% 41% Hotels (for leisure/holidays) 59% 52% 6% 41% 25% 17% Package Holidays 40% 34% 6% 60% 26% 35%Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for eachproduct category
  • 21. ROPO Behaviour by Product Category (1/3) 21 Research Online AND Research Offline AND Research Purchase Research Purchase Online Offline Online Offline Online Offline Overall 75% 59% 53% 97% 59% 91% Technology 61% 41% 38% 79% 32% 66% Mobile phone (handset) 45% 23% 22% 55% 17% 38% Printer supplies 36% 23% 13% 64% 16% 48% Computer Hardware 43% 19% 25% 57% 16% 40% Digital Camera/Camcorder 38% 19% 19% 62% 17% 44% Computer peripherals (e.g. printer) 38% 16% 22% 62% 14% 48% Mobile phone subscription 45% 27% 18% 55% 20% 35% Visual devices 32% 12% 20% 68% 16% 52% Audio devices 33% 16% 17% 67% 19% 49% Computer Software / Video games 38% 24% 13% 62% 23% 39% Travel 60% 51% 12% 59% 36% 30% Leisure Flights 51% 43% 8% 49% 27% 22% Business Travel 25% 19% 7% 75% 34% 41% Hotels (for leisure/holidays) 59% 52% 6% 41% 25% 17% Package Holidays 40% 34% 6% 60% 26% 35%Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for eachproduct category
  • 22. ROPO Behaviour by Product Category (2/3) 22 Research Online AND Research Offline AND Research Purchase Research Purchase Online Offline Online Offline Online Offline Retail 49% 30% 32% 97% 38% 88% Books 30% 23% 8% 70% 26% 44% Clothing & Accessories 19% 11% 8% 81% 13% 68% Toys 17% 7% 10% 83% 9% 74% Footwear 9% 5% 5% 91% 6% 85% Sport equipment 18% 7% 11% 82% 13% 69% CDs / DVDs 29% 20% 8% 71% 28% 44% Gifts, flowers, greetings 7% 3% 4% 93% 7% 85% Domestic appliances 34% 13% 21% 66% 18% 48% Personal appliances 18% 6% 13% 82% 11% 71% DIY, tools, Garden Equipment 12% 2% 10% 88% 4% 84% Home Furnishings/Furniture 24% 7% 18% 76% 7% 69% Home and Household Goods 14% 4% 11% 86% 6% 80% CPG & Healthcare 14% 5% 9% 96% 10% 92% Health products 12% 4% 8% 88% 8% 80% Groceries 4% 1% 3% 96% 1% 95% Cosmetics/beauty products 9% 4% 4% 91% 9% 82%Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for eachproduct category
  • 23. 23ROPO Behaviour by Product Category (3/3) Research Online AND Research Offline AND Research Purchase Research Purchase Online Offline Online Offline Online Offline Automotive 29% 9% 21% 78% 14% 66% Cars 37% 8% 29% 63% 17% 47% Car parts or Accessories 19% 7% 11% 81% 10% 71% Finance 42% 29% 15% 71% 23% 55% Car insurance 36% 26% 10% 64% 18% 46% Home insurance 29% 17% 12% 71% 21% 51% Personal Loans 27% 17% 10% 73% 26% 46% Media & Entertainment & Local 33% 24% 12% 81% 37% 56% Event tickets 34% 27% 7% 66% 37% 30% Cinema tickets 20% 10% 10% 80% 24% 56% Real estate (e.g. rent a flat) 26% 18% 9% 74% 20% 54% Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each product category

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