Researching and-shopping-online-in-belgium research-studies
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    Researching and-shopping-online-in-belgium research-studies Researching and-shopping-online-in-belgium research-studies Presentation Transcript

    • Vertical Deep Dive Retail Belgium
    • Methodology – Vertical Deep Dive Retail Belgium •  Target group: Internet user in Belgium, 14 years and older •  Sample: N=1,000 Internet user •  Methodology: §  Online Questionnaire §  Representative weighting by age, gender, education, income, frequency of online access, frequency of online purchase, usage of YouTube •  Period of analysis: §  Fieldwork: from April 11th to April 28th 2011 §  Final Report: May 20th, 2011 •  Research company: TNS Infratest Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 2
    • Methodology – SRS Telephone Survey •  Target group: General population in Belgium, 14 years and older •  Sample: n=366 Internet users •  Methodology: –  CATI (Computer Aided Telephone Interviews) –  Collection of representative figures for the online population in terms of: age, gender, region, education, frequency of online access, frequency of online purchase, usage of YouTube •  Period of fieldwork: February 15th – April 28th, 2010 •  Research company: TNS Infratest Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 3
    • Weighting of the data •  Online surveys are usually conducted via online access panels. •  This is a widely accepted method and TNS Germany has sound experience with online surveys in every respect. •  We’ve learned that respondents in online surveys can be seen as lead users, reflecting media- and internet usage very well. •  However, respondents on panels tend to use the internet quite intensively and are usually media inclined in general and internet inclined in particular. •  Therefore we applied a weighting process based on our representative offline telephone survey in order to minimize this effect. •  Having applied the weighting procedure our survey is representative for the Belgian online population aged 14+ which reflects 72% of the Belgian population aged 14+ Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 4
    • Analysis of the data Our study reflects 72% of the Belgian population aged 14+ or 100% of the Belgian online population aged 14+. SRS Telephone Survey 100% 72% Belgian Population aged 14+ Belgian Onliners aged 14+ VDD Retail Belgium 100 90 80 70 60 50 40 30 20 10 0 100% Belgian Onliners aged 14+ 100 90 80 70 60 50 40 30 20 10 0 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 5
    • Relevant Retail Products for Belgium The following provides insights on the purchase and research behaviour in different product categories out of the retail vertical Consumer Electronics (e. g. TV, Hifi, MP3 player, iPod, DVD player …) Retail Domestic Appliances (e. g. fridge, washing machine, stove ...) Entertainment (e. g. DVDs, CDs, …) Clothing & Accessories (e. g. footware, trousers, shirts, ...) Home Furnishings (e. g. sofa sets, racks, tables, ...) Garden Equipment (e. g. DIY, tools, barbecue, ...) Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 6
    • Shopping Behaviour 7 7
    • Shopping in the Past All categories receive significant purchase shares – obviously the purchase shares are in line with the actual product life cycle Shopping in the past 12 months All Respondents 46% Clothing & Accessories Entertainment Consumer Electronics 24% 14% 22% 17% 14% 14% Garden Equipment 18% 12% 8% Home Furnishings 8% 11% 9% 14% Domestic Appliances 8% 9% 9% Past month 14% 14% 8% 92% 10% 65% 17% 13% 15% On average 3 categories were bought within the last 12 months 60% 51% 42% 39% Past 3 months Past 6 months Past 12 months Q103: When did you last buy or shop any products out of the following categories? Within the last month, the last 3 months, the last 6 months, the last 12 months, the last 24 months, more than 24 months ago or never? Base (weighted): All Respondents n=1,000 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 8
    • Place of Purchase Offline is the dominating purchase method in the analyzed retail categories – online purchase most popular for entertainment products Place of last Purchase Shopper per Category Consumer Electronics Online Domestic Appliances 11% Entertainment Clothing & Accessories 16% 9% 12% Home Furnishings 10% Garden Equipment 7% online shop producer / brand 3% 1% 3% 4% 3% 1% online shop retailer / supplier 4% 3% 6% 3% 2% 3% online auctions (e. g. Ebay) 2% 1% 3% 3% 2% 2% classifieds (e. g. leboncoin) 2% 3% 3% 2% 1% 1% 77% Offline 47% specialized shop / retailer 27% mass retailer delivery service 3% 70% 76% 32% 52% 22% 2% 78% 35% 2% 74% 47% 24% 5% 77% 47% 42% 23% 1% 32% 2% Q201:Thinking about the last time you made a purchase in each of the following categories. How did you actually purchase? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; answer categories “Other online / Other offline / Don’t know” not shown Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 9
    • Likelihood for buying online Online will rise its importance as a sales channel across all categories - esp. for everyday goods such as clothes and entertainment products Likelihood for buying online in the next 12 months All Respondents Clothing & Accessories 29% 16% Entertainment Consumer Electronics Garden Equipment 21% 22% 12% 16% 9% 16% Home Furnishings 6% 11% Domestic Appliances 7% 10% Very likely 50% 38% 29% 25% 18% 17% Somewhat likely Q202: How likely is it that you will make a purchase in the following categories online within the next 12 months? 5-point-scale: (1) Very likely – (5) Very unlikely Base (weighted): All Respondents n=1,000 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 10
    • Drivers for buying online Convenience (‘shop anywhere at any time’) and assortment (‘special, not locally available products’) are important drivers for online shopping Drivers for buying online - Top 10 All Respondents It is available 24 hours and 7 days a week 38% 35% Special promotions online 32% Possibility to buy products not available in my home country 31% Availability of special products which are hard to get offline Convenience Prices/Payment Assortment/Clarity Assortment/Clarity Easier to compare prices 29% Convenience No long queues like in the store / supermarket 28% Convenience 27% Large and complete assortment 25% Presence of customer reviews from other people Assortment/Clarity Personal Advice You can shop from anywhere (e. g. from the office, from home) 23% Convenience Lower prices than offline 23% Prices/Payment Q205: […] What are from your perspective reasons for buying products on the internet? Base (weighted): All Respondents n=1,000 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 11
    • Barriers for buying online Needs for consultancy and physical product experiences are top barriers – trust and habitual buying behaviour constrain online shopping too Barriers for buying online - Top 10 All Respondents 49% I appreciate the recommendation and expertise of a salesperson 43% I want to see or touch the products therefore I buy life in a store Personal Advice Convenience I don’t trust online payment (stolen payment details) 31% Prices/payment I'm used to buy those things in a store 31% Convenience I don’t trust online payment (don’t trust that the product will be delivered) 29% Prices/payment It is more complex to compare products 29% Assortment/Clarity I don’t want to pay for delivery 28% Prices/payment Security concerns in general 28% Convenience I like the shopping experience/it gives me a good feeling 26% Convenience Online shops charge too much for delivery 26% Prices/payment Q204: [...] What are from your perspective reasons for NOT buying products on the internet? Base (weighted): All Respondents n=1,000 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 12
    • Importance Online Sales Promotion Customer service (e. g. free shipping, after-sales support), website usability and brand presence are crucial for pushing online sales Importance Online Sales Promotion Online Shopper 0% 20% 40% 60% 80% 100% Free shipping costs Clear after-sales services Usability of the website Top 2: very important and important characteristics of e-shops Contact details Presence of well-known brands Availability of special online offers Seals of approval and quality Consumer reviews and comments Printed information leaflets online Physical address in Belgium Offline stores near to my home Presence of web-coupons The local domain name is .be Email newsletter Q206: How important are the following characteristics of online shops for you? 5-point scale:(1) very important - (5) very unimportant Base (weighted): Online Shopper n=276 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 13
    • Wrap up Purchase Behaviour 1 Offline is currently the most common purchase method across all analyzed retail product categories – nevertheless visible growth potential for online in the future 2 The spread of online as a place of purchase differs per product category: already significant shares for entertainment, expandable for garden equipment 3 Outstanding shopping experiences in terms of special offers, exceptional assortment and perceived product quality can push online as a sales channel 4 In this respect service orientation, user-friendly design and trust building (brand presence, quality seals) are core factors for successful online shops 5 Additional benefits can be derived from a variety of features such as consumer reviews, availability of printed leaflets and local contact channels Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 14
    • Research Behaviour 15 15
    • General Research Behaviour Across all categories high information needs prior to purchase – online research most popular for consumer electronics and entertainment Research prior to purchase Online research prior to purchase Shopper per Category Shopper per Category Consumer Electronics 79% Domestic Appliances 76% Entertainment 60% Home Furnishings 59% 64% 61% 51% 43% Garden Equipment 56% 42% Clothing & Accessories 54% 42% Q301: How often do you inform yourself about the following categories before you decide to buy? Q302: And how often do you use the internet to inform yourself before you make a purchase in the following categories? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; answer categories “Seldom / Never / Don’t know” not shown Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 16
    • Research Online – Purchase…? ROPO effect visible in all retail categories: the vast majority of the shoppers who researched online made their purchase offline Research Online Purchase Online vs. Offline Shopper per Category Shopper who research online 64% Consumer Electronics 61% Domestic Appliances Entertainment 14% 77% 10% 79% 25% 51% Home Furnishings 43% Garden Equipment 42% Clothing & Accessories 63% 14% 42% 72% 11% 78% 19% 70% Online Offline Q302: And how often do you use the internet to inform yourself before you buy products out of the following categories? Q201: Where do you usually buy products out of the following categories? Base (weighted): Shopper per category: Consumer Electronics n=971, Domestic Appliances n=920, Entertainment n=941, Clothing & Accessories n=992, Home Furnishings n=949, Garden Equipment n=814; Researcher per category: Consumer Electronics n=625, Domestic Appliances n=559, Entertainment n=482, Clothing & Accessories n=414, Home Furnishings n=411, Garden Equipment n=344 answer categories “Seldom / Never / Don’t know” not shown Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 17
    • Benefit of Online Research Shoppers who research online prior to purchase regard the internet as a helpful tool for preparing purchase decisions – regardless of category Benefit of Online Research Shopper who research online Consumer Electronics Domestic Appliances 27% 36% 23% 34% 37% Garden Equipment 19% 29% Entertainment 19% Home Furnishings 17% 25% Clothing & Accessories 16% 25% Extremely helpful 37% 46% 26% 48% 49% 46% Very helpful 97% 96% 93% 92% 91% 87% Helpful Q303: How helpful is the internet as an information source when it comes to deciding to make a purchase in the following categories? Base (weighted): Shopper who research online per category: Consumer Electronics n=625, Domestic Appliances n=559, Entertainment n=482, Clothing & Accessories n=414, Home Furnishings n=411, Garden Equipment n=344 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 18
    • Channels Online Search Stationary internet is first choice for online research prior to purchase – however the mobile web already receives noticeable shares Channels Online Search Shopper who research online For getting product information on the internet, I used … 78% a PC / laptop / netbook at home a laptop / netbook on the go (e. g. with an USB surf-stick) a mobile phone / smartphone a tablet PC (e. g. Apple iPad, Samsung Galaxy) 12% 9% 7% Q304: You’ve stated that you used at least one online information source in your research process. Which of the following devices did you use for getting product information on the internet? Base (weighted): Shopper who research online n=740 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 19
    • Research Funnel: Online vs. Offline Search Online plays an important role for starting and intensifying research -whereas final decisions are usually prepared via offline sources Research Funnel Shopper last 24 months per Category Initial Research Intensive Research Final Decision Domestic Appliances 68% 53% 45% 52% 23% Consumer Electronics 66% 51% 44% 53% 24% 47% 46% 56% 45% 34% 43% 22% 38% Garden Equipment 51% 48% 34% 44% 19% Clothing & Accessories 49% 48% 32% 42% 18% Home Furnishings 48% 46% 33% 43% 19% Entertainment 46% 44% 41% online touchpoints used in the respective stage of research funnel offline touchpoints used in the respective stage of research funnel Base: Respondents who purchased in the categories within the last 24 months and used online or offline touchpoints in the research process Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 20
    • Online Research Funnel: Domestic Appliances Search is the top online starting point for research on domestic appliances with high relevance for the in-depth research as well Intensive Research Initial Research Online Touchpoints 37% 42% Online shops of producers/ brands 25% 21% Consumer reviews on the internet Online blogs and forums 13% Video portals 12% Editorial websites 11% 12% Social networking sites 9% 14% 35% 30% Product or price comparison sites 17% 34% 34% Online shops of supplier/ retailer 16% 37% 50% Search Engine Final Decision 9% 14% 4% 22% 11% 6% 9% 3% 3% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased domestic appliances within the last 24 months and used online touchpoints in the research process on domestic appliances: initial research n=356, intense research n=237, final decision n=118 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 21
    • Offline Research Funnel: Domestic Appliances Throughout the whole path from research to purchase personal consultancy from sales staff is the preferred offline information source Intensive Research Initial Research 56% Sales clerk in shop Offline Touchpoints 29% 30% Family members Friends and colleagues 24% Special magazines 20% 22% 12% 21% Newspapers TV – special television programs/shows 12% Special books 17% 11% 10% Radio 8% 6% 14% 26% 25% TV – advertising/ commercial TV 55% 56% 37% Information brochures Final Decision 8% 12% 4% 9% 3% 4% 1% 3% 2% 2% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased domestic appliances within the last 24 months and used offline touchpoints in the research process on domestic appliances: initial research n=276, intense research n=273, final decision n=246 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 22
    • Online Research Funnel: Consumer Electronics Search engines are the most frequently considered online source for starting and intensifying research on consumer electronics Intensive Research Initial Research 44% 51% Search Engine Online Touchpoints Online shops of producers/ brands 37% Product or price comparison sites Online blogs and forums Editorial websites Video portals Social networking sites 12% 9% 6% 15% 37% 22% 30% 24% 14% 19% 32% 29% Consumer reviews on the internet 13% 38% 39% Online shops of supplier/ retailer Final Decision 13% 12% 9% 7% 11% 2% 3% 10% 4% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased consumer electronics within the last 24 months and used online touchpoints in the research process on consumer electronics: initial research n=474, intense research n=317, final decision n=175 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 23
    • Offline Research Funnel: Consumer Electronics Consultancy from trustable sources (sales staff, friends & family) is crucial for preparing buying decisions on consumer electronics offline Intensive Research Initial Research 57% 52% Sales clerk in shop Offline Touchpoints 26% 41% Information brochures Friends and colleagues 27% 24% TV – advertising/ commercial TV Newspapers 14% TV – special television programs/shows 13% Special books 9% 9% 12% 13% 7% 15% 6% 12% 1% 18% 12% Radio 6% 23% 18% Special magazines 56% 28% 28% Family members Final Decision 3% 2% 1% 2% 2% Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 24
    • Online Research Funnel: Entertainment Among the online sources search engines play an outstanding role throughout the whole path to purchase for entertainment products Intensive Research Initial Research Online Touchpoints Online shops of supplier/ retailer Consumer reviews on the internet 12% Social networking sites 11% 11% 12% 15% Online blogs and forums 13% 20% 19% Editorial websites 16% 24% 21% 16% 17% 29% 26% Video portals 21% 23% 30% Online shops of producers/ brands Product or price comparison sites 42% 49% Search Engine Final Decision 18% 12% 9% 11% 3% 2% 4% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased entertainment products within the last 24 months and used online touchpoints in the research process on entertainment products: initial research n=416, intense research n=256, final decision n=163 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 25
    • Offline Research Funnel: Entertainment Sales staff and information brochures create a first buzz; intensive research and final decision are driven by sales staff, family and friends Intensive Research Initial Research Offline Touchpoints Sales clerk in shop 34% 37% Information brochures 36% 23% 17% 25% TV – advertising/ commercial TV Radio 19% 11% TV – special television programs/shows 19% 10% Newspapers 18% Special magazines 17% Special books 9% 8% 12% 5% 24% 21% Family members 44% 32% 31% Friends and colleagues Final Decision 12% 10% 8% 18% 3% 1% 1% 3% 1% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased entertainment products within the last 24 months and used offline touchpoints in the research process on entertainment products: initial research n=332, intense research n=323, final decision n=279 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 26
    • Online Research Funnel: Garden Equipment Search engines crucial for initial and intense research – for preparing final decisions online shops and comparison sites are most influential Intensive Research Initial Research 45% Search Engine Online Touchpoints Online shops of supplier/ retailer 39% 33% Online shops of producers/ brands 32% 14% 27% 20% 30% 16% Product or price comparison sites Final Decision 21% 22% 21% Consumer reviews on the internet 12% Editorial websites 11% Video portals 10% Online blogs and forums 10% 8% 3% 8% 9% 2% Social networking sites 16% 11% 5% 12% 2% 5% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased garden products within the last 24 months and used online touchpoints in the research process on garden products: initial research n=299, intense research n=197, final decision n=111 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 27
    • Offline Research Funnel: Garden Equipment The sales staff is the dominant information source for offline research on garden equipment brochures and WOM contribute as well Intensive Research Initial Research 48% Sales clerk in shop Offline Touchpoints Friends and colleagues 18% Special magazines 18% 14% TV – advertising/ commercial TV Newspapers 11% TV – special television programs/shows 10% Special books Radio 9% 6% 10% 34% 18% Family members 52% 52% 37% Information brochures Final Decision 21% 9% 13% 24% 14% 8% 11% 7% 12% 5% 4% 1% 2% 3% 2% 2% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased garden products within the last 24 months and used offline touchpoints in the research process on garden products: initial research n=282, intense research n=259, final decision n=267 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 28
    • Online Research Funnel: Clothing & Accessories Search engines and online shops are the predominantly used online sources in the path from research to purchase on clothing Intensive Research Initial Research Online Touchpoints Online shops of producers/ brands Consumer reviews on the internet 7% 10% Editorial websites 9% Video portals 9% Online blogs and forums 9% 23% 20% 16% 11% 21% 34% 33% Social networking sites 16% 31% 37% Online shops of supplier/ retailer Product or price comparison sites 37% 42% Search Engine Final Decision 15% 10% 5% 8% 14% 3% 3% 5% 8% 6% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased clothing & accessories within the last 24 months and used online touchpoints in the research process on clothing & accessories: initial research n=463, intense research n=298, final decision n=169 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 29
    • Offline Research Funnel: Clothing & Accessories Offline research on clothes starts in a shop or via brochures, family and friends gain importance for intensive research and decision making Intensive Research Initial Research Offline Touchpoints Sales clerk in shop 42% Information brochures 41% Final Decision 44% 44% 30% Friends and colleagues 23% 24% Family members 22% 9% 24% TV – advertising/ commercial TV 17% Special magazines 16% Newspapers 15% TV – special television programs/shows 11% Special books 8% Radio 7% 9% 17% 10% 6% 8% 3% 14% 18% 2% 4% 1% 2% 1% 1% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased clothing & accessories within the last 24 months and used offline touchpoints in the research process on clothing & accessories: initial research n=455, intense research n=395, final decision n=415 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 30
    • Online Research Funnel: Home Furnishings High variety of online sources considered for information about furniture – search engines are the top source for initial and intense research Intensive Research Initial Research Online Touchpoints Search Engine 38% 33% Online shops of supplier/ retailer 37% Final Decision 32% 30% Online shops of producers/ brands 21% Editorial websites 12% 11% Online blogs and forums 12% 13% Social networking sites 9% Video portals 8% 17% 29% 17% Consumer reviews on the internet 21% 32% 22% Product or price comparison sites 11% 6% 12% 20% 8% 2% 9% 2% 6% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision (e. g. choosing the product, the brand)? Base: Respondents who purchased home furnishings within the last 24 months and used online touchpoints in the research process on home furnishings: initial research n=254, intense research n=176, final decision n=101 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 31
    • Offline Research Funnel: Home Furnishings Offline research on furniture starts with brochures and sales staff – sales staff most important for ongoing research and decision-making Intensive Research Initial Research 41% Information brochures 12% 26% Offline Touchpoints 39% Sales clerk in shop Final Decision 42% 46% Friends and colleagues 23% 23% Family members 22% 23% Special magazines 20% TV – advertising/ commercial TV 19% Newspapers 13% TV – special television programs/shows 12% Radio 11% Special books 6% 14% 10% 13% 9% 6% 8% 8% 22% 5% 2% 2% 2% 1% 1% Q305: How did you first find out about the products / services you purchased in the last 24 months? Where did you start informing yourself? Q306a: And how did you collect intensive and deeper information about the products / services you purchased within the last 24 months? Q306b: How did you make your final decision? Base: Respondents who purchased home furnishings within the last 24 months and used offline touchpoints in the research process on home furnishings : initial research n=244, intense research n=230, final decision n=220 Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 32
    • Wrap up Research Behaviour 1 2 3 4 5 6 High information needs across all categories: the majority of the shoppers research prior to purchase, online research widely spread with differing intensity A variety of different information sources – online as well as offline sources – are considered in the single stages of the research process on retail products Online sources are particularly strong in the initial as well as the intensive research phases – final decisions are predominately supported by offline sources Among the online information sources search has an outstanding position ahead of other sources such as online shops, comparison sites and consumer reviews Among the offline sources sales stuff and information brochures often create first awareness; trust (WOM with family & friends, sales staff) is driving final decisions Online research impacts offline sales: the vast majority of the shoppers who researched online made their purchase offline (60-80% per category) Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 33
    • Management Summary 1 Offline shopping is the prevailing purchase method in the retail categories under analysis – however, visible growth potential for online in the future 2 Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect) 3 Accordingly presence in the online research process is crucial for relevance in the offline purchase process 4 In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources 5 Presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase Source: Google, Vertical Deep Dive Finance, Belgium : May 2012 | 34