GfK ISL Digital ConferenceOnline role in purchase journey                                                 November 22nd 2011
p03   Future buy                        Table of contentsp21   Market Obsurvey3
Own the Future           Of                 Shopper
The new Xtreme shopping equation      Own the future of shopper marketing   ShopperShopping behavior     Representative sa...
Economic Crisis & Exploding Technology Converge And ReshapeShopper Behavior Forever Many barely able to meet expenses On...
Exploding Touchpoints Are Transforming Paths To PurchasePlan                                                              ...
Xtreme Shoppers Are A Global PhenomenonAnd Exploding Rapidly  % Xtreme shopper incidence                                  ...
Smartphones And Tablets Continue A Relentless March TowardUbiquity 4 out of 10 report owning smartphones 8 out of 10      ...
Market         Obsurvey
Women spent only 1/10 of their time online on websites in linewith the shoes category.Grey Markets     Beauty magazines   ...
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GFK Conference

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GFK Conference

  1. 1. GfK ISL Digital ConferenceOnline role in purchase journey November 22nd 2011
  2. 2. p03 Future buy Table of contentsp21 Market Obsurvey3
  3. 3. Own the Future Of Shopper
  4. 4. The new Xtreme shopping equation Own the future of shopper marketing ShopperShopping behavior Representative sample Online survey Running since 2009study of Internet users in US n = 1,000 each country EU* n = 2,245 *France (n = 227), Germany (n= 404), Poland (n=399), Russia (n=403), Spain (n=401), UK (n = 411 © Copyright GfK Custom Research North America 2011. Proprietary and Confidential 4
  5. 5. Economic Crisis & Exploding Technology Converge And ReshapeShopper Behavior Forever Many barely able to meet expenses Only few living comfortably Debt crisis Hard Economy Technology Internet ubiquity Explosion of smartphones and tablets as the way we live Source: GfK Futurebuy, 2011 © Copyright GfK Custom Research North America 2011. Proprietary and Confidential 5
  6. 6. Exploding Touchpoints Are Transforming Paths To PurchasePlan Shop Needs & Occasions  Retailer Choice Shopper Missions  Navigating Budgeting  Evaluating Shopper Info Seeking  Sourcing  Demographics  Socio-economic  Lifestyle/stage Habits  Culture & EnvironmentExperience Purchase Transporting  Selecting Product Storing/Installing  Checkout Using  Payment Advocating © Copyright GfK Custom Research North America 2011. Proprietary and Confidential 6
  7. 7. Xtreme Shoppers Are A Global PhenomenonAnd Exploding Rapidly % Xtreme shopper incidence 39% 37% Total Europe 43% 48% 30% 37% 30% 26% Total US Total France Totally agree with: "The Internet has become a highly useful shopping resource for me" Source: GfK Futurebuy, 2011 © Copyright GfK Custom Research North America 2011. Proprietary and Confidential 7
  8. 8. Smartphones And Tablets Continue A Relentless March TowardUbiquity 4 out of 10 report owning smartphones 8 out of 10 1 out of 4 Use Use it for more it at least 2 than an hour a hours per day day Source: GfK Futurebuy, 2011 © Copyright GfK Custom Research North America 2011. Proprietary and Confidential 8
  9. 9. Market Obsurvey
  10. 10. Women spent only 1/10 of their time online on websites in linewith the shoes category.Grey Markets Beauty magazines News, Blogs, Forums, You tube TwitterRetailer sites SearchPrivate Sales Facebook Other categoryBrand sites E-Mail Total Internet Usage of Respondents n = 212; Source: 4 week observation © Copyright GfK Custom Research North America 2011. Proprietary and Confidential 10

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