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DigitasLBi Connected Commerce Survey 2016

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Online Shopper in 2016 : All Grown Up

To help brands understand increasingly sophisticated shopper behaviour, DigitasLBi has launched, for the fifth consecutive year, a study of consumer behaviour in 15 countries: Australia, Belgium, China, Denmark, France, Germany, Hong-Kong, India, Italy, Holland, Singapore, Spain, Sweden, UK and USA.

This year the study was focused uniquely on shoppers who had declared a purchase in the last 30 days, in order to analyze in depth the context of the purchase.

Published in: Marketing
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DigitasLBi Connected Commerce Survey 2016

  1. 1. 2016
  2. 2. THANKS TO CONNECTED DEVICES LIKE TABLETS AND SMARTPHONES, THE WAY PEOPLE SHOP IS CHANGING DRAMATICALLY. We aim to better prepare brands for the future of retail. So for the fifth consecutive year, DigitasLBi has conducted a groundbreaking global survey into the emerging trends of multi-platform shopping across 15 countries. (They include: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the United Kingdom and the USA.) The study reveals the latest technology trends and consumer habits that are transforming how, where, and why we buy. METHODOLOGY S a m p l e s i z e : 1 , 0 0 0 w e b u s e r s p e r c o u n t r y a g e d 1 8 – 6 4 ( q u o t a m e t h o d : g e n d e r, a g e , i n c o m e o r s o c i a l p r o f i l e , r e g i o n ) .
  3. 3. USAGE SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CUSTOMER JOURNEY.  What devices do online shoppers own and how do they use them?
  4. 4. WHICH DEVICES DO ONLINE SHOPPERS USE? Ownership of mobile devices is now widespread across all countries USAGE SMARTPHONE 94% in 2016 73% in 2016 90% in 2016 75% in 2016 TABLET LAPTOP DESKTOP 29% in 2016 WEARABLE DEVICES What devices do you personally use?     61% in 2016 CONNECTED TV
  5. 5. SMARTPHONES Daily usage and shopping online USAGE 50   55   60   65   70   75   80   85   90   95   100   70   75   80   85   90   95   100   Daily general usage among users (%) Smartphone used to purchase online (in %) High smartphone usage for online purchases Low smartphone usage for online purchases Mid  smartphone  usage   for  online  purchase   Medium smartphone usage for online purchases
  6. 6. MULTI-DEVICE BEHAVIOURS Anytime, anywhere, on any device ON AVERAGE PEOPLE USE 3.9 DEVICES What devices do you personally use?     USAGE
  7. 7. How frequently do you purchase online, by device used? SHOPPING BEHAVIOUR BY DEVICE Online shopping has become common in all countries, although there are some differences in terms of sophistication. ECOMMERCE       SMARTPHONE 68% of online shoppers 55% of online shoppers 83% of online shoppers 68% of online shoppers TABLET LAPTOP DESKTOP USAGE
  8. 8. PRE-BUYING BEHAVIOUR HOW DO SHOPPERS RESEARCH PRODUCTS?
  9. 9. FIRST SOURCE OF INFORMATION Main sources of information used PURCHASE PROCESS What resources do you use to search for information on a product or service? I consult... Please grade your responses where 1 is the one you use the most.     MULTI BRAND RETAILER WEBSITES ARE THE MAIN SOURCE OF INFORMATION: - Retailer websites or apps are the first digital information source in all countries - most notably in the USA, UK, Germany, France and China. - Price comparison services are next (45%). These are most widely used in Germany, the Netherlands, Denmark, Sweden and Italy. - In total, 29% of consumers use brand websites or apps (this figure is higher in the USA, UK, Belgium, Sweden, Denmark and Australia). - In total, reviews by online users or consumers are used by 35% of shoppers (especially in Germany, the Netherlands, Denmark and Italy). INFLUENCERS ARE NOT CONSULTED IN THE BUYING PROCESS When looking for information on a product or service: - Only 15% use them during the research process. - The immediate social circle (friends, family, colleagues) are the real influencers. They are consulted by 35% of buyers. 26% in 2016 RETAILER WEBSITE APPS 8% In 2016 STORE 10% In 2016 FAMILY & FRIENDS 16% In 2016 PRICE COMPARISON SITES
  10. 10. Friends and family are important in the buying cycle: 35% of shoppers consult them – as much as they use consumer review sites: Consumer reviews are important in the pre-purchase journey. 78% of online shoppers look for other users’ opinions before purchasing. This is even more important in Asian countries and in South Europe (Spain, Italy) We can deduce that users’ opinions are mostly read on retailers’ websites / apps è Brands’ websites do not always provide users’ comments. Perhaps this explains why they are less used before online purchases… USERS’ OPINIONS AND COMMENTS Impact of digital voices in the purchase process 78% of online shoppers who search for products online look for other users’ opinions and comments Here are several things that people have said about online purchases. For each of them, please indicate if you agree or not PURCHASE PROCESS    
  11. 11. RETAIL (STILL) RULES IN-STORE SHOPPING STILL DRIVES 90%* OF SALES  Understanding the real reason for retail preference *FEVAD SOURCE 
  12. 12. MOB   Which one of the following is most likely to make you prefer to buy in-store rather than online? RETAIL RESISTANCE     PRODUCT TESTING (67%)AVAILABILITY (65%) STORE PROXIMITY (43%) 1  2   THE ADVANTAGES OF BUYING IN-STORE 3   Physical, in-store shopping has 3 main advantages over the online experience: It allows shoppers to test products (this was the main driver for 38% of people interviewed, especially in Hong Kong and Singapore (47%)) Items are immediately available (this was the key priority for 27% of consumers overall - 34% in UK and 37% in the USA). Physical proximity is an important consideration for in-store shopping. In particular in the US (53%), UK (50%) and Australia (48%). Sales advisers’ expertise is not seen as a key benefit (32% of respondents referred this, only 10% first) è There is a lack of perceived added value as consumers are now as informed as salesmen thanks to the internet
  13. 13. ONLINE PURCHASE ADVANTAGES     RETAIL RESISTANCE AVAILABILITY OF PRODUCT (59%) Expectations from a retailer or a brand when buying online ? 12 3   PRODUCT INFORMATION (54%) AVAILABILITY OF DELIVERY (55%) WHAT ARE YOUR EXPECTATIONS FROM A RETAILER OR BRAND WHEN BUYING ONLINE? BENEFIT FROM SPECIAL OFFERS OR BETTER PRICES (88%) 1  2 3   MORE CHOICES (85%) TAKE TIME TO THINK ABOUT THINGS (93%)
  14. 14. E-COMMERCE WHENEVER, WHEREVER, HOW EVER. This is the way new connected consumers shop.
  15. 15. In general, what is the maximum delivery time you will expect ? CONSUMER EXPECTATION Maximum delivery time ECOMMERCE     of people expect more than 1 day to be the maximum delivery time of people expect 1 day or less 82% VS 18%
  16. 16. PURCHASE FROM CATEGORIES Top 3 per country ECOMMERCE 8% Fashion   88%   Culture   86%   Fashion   89%   Culture   92%   Culture   86%   Fashion   80%   Culture   75%   Culture   90%   Culture   81%   Culture   83%   Technology   85%   Culture   86%   Fashion   82%   Technology   87%   Fashion   80%   Technology   89%   Culture   82%   Food   94%   Fashion   87%   Leisure-­‐travel   79%   Health-­‐beauty   76%   Technology   82%   Netherlands   Denmark   Sweden   Spain   Italy   China   India  Australia  Singapore  Hong-­‐Kong   United  States   England   France   Belgium   Germany   Technology   87%   Technology   88%   Technology   81%   Leisure-­‐travel   77%   Fashion   90%   Household    items   88%   Leisure-­‐travel   80%   Household    items   80%   Fashion   87%   Fashion   87%   Leisure-­‐travel   84%   Fashion   86%   Technology   87%   Leisure-­‐travel   86%   Household    items   89%   Technology   74%   Fashion   85%   Leisure-­‐travel   79%   Fashion   82%   Culture   82%   Household    items   90%   Technology   89%   Fashion   93%   Fashion   92%  
  17. 17. PRICE is the main online purchase driver in all product categories, ahead of choice and comfort. ONLINE PURCHASE DRIVER What was the main motivation behind this purchase ?     ECOMMERCE 46%OF PURCHASES ARE MOTIVATED BY THE PRICE 18%OF PURCHASES HAPPEN BECAUSE THE PRODUCT WAS NOT AVAILABLE IN-STORE 14%OF PURCHASES TAKE PLACE ONLINE BECAUSE THE SHOPPER WANTS STAY AT HOME MAINLY FOR MAINLY FOR MAINLY FOR
  18. 18. Although online purchases are mainly made alone, some products are bought when the shopper is accompanied. This happens most often when purchasing home equipment and leisure-travel products. PURCHASE ALONE OR ACCOMPANIED Did you make this purchase alone or accompanied by someone?     ECOMMERCE 62%OF PURCHASES ARE MADE ALONE 38%OF PURCHASES ARE MADE ACCOMPANIED ALONE FOR TOGETHER FOR SHORT LONG
  19. 19. Shopping for food and DIY products requires less dedicated concentration. Multitasking is not common with leisure-travel and technology shopping, as it requires expertise and time to research the right products. PURCHASE AND MULTITASKING During the purchase… While you make your purchase, were you doing another activity at the same time ?     ECOMMERCE 25%OF PURCHASES ARE MADE WHILE WATCHING TV 13%OF PURCHASES ARE MADE WHILE LISTENING TO THE RADIO OR MUSIC 7%OF PURCHASES ARE MADE WHILE EATING SPECIALLY FOR SPECIALLY FOR SPECIALLY FOR
  20. 20. In summary, the quality of recommendations should be improved – and consumer reviews are an important part of the online purchase journey. ROOM FOR IMPROVEMENT Level of satisfaction And in detail, how satisfied were you with the purchase process ? By this, we mean the full process, in relation to the app / website used. Please rate each item between 0 and 10 where 0 means that you were not satisfied at all and 10 that you were completely satisfied     ECOMMERCE PRICE WEBSITE AND APP EASE OF USE EASE TO FIND THE PRODUCT AMOUNT OF CHOICE QUALITY OF RECOMMENDATIONS ESPECIALLY FOR

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