2016
THANKSTOCONNECTEDDEVICESLIKETABLETSAND
SMARTPHONES,THEWAYPEOPLESHOPISCHANGING
DRAMATICALLY.
Weaimtobetterpreparebrandsforthefutureofretail.
Soforthefifthconsecutiveyear,DigitasLBihasconducted
agroundbreakingglobalsurveyintotheemergingtrends
ofmulti-platformshoppingacross15countries.(They
include:Australia,Belgium,China,Denmark,France,
Germany,HongKong,India,Italy,theNetherlands,
Singapore,Spain,Sweden,theUnitedKingdomandthe
USA.)
Thestudyrevealsthelatesttechnologytrendsand
consumerhabitsthataretransforminghow,where,and
whywebuy.
METHODOLOGY
Samplesize:1,000webusers
percountryaged18–64
(quotamethod:gender,age,
incomeorsocialprofile,
region).
USAGE
SMARTPHONESAREINCREASINGLYIMPORTANT
DURINGALLSTAGESOFTHECUSTOMERJOURNEY.
Whatdevicesdoonlineshoppersownand
howdotheyusethem?
WHICHDEVICESDOONLINESHOPPERSUSE?
Ownershipofmobiledevicesisnowwidespreadacrossallcountries
USAGE
SMARTPHONE
94%in
2016
73%in
2016
90%in
2016
75%in
2016
TABLETLAPTOP
DESKTOP
29%in
2016
WEARABLE
DEVICES
Whatdevicesdoyou
personallyuse?
61%in
2016
CONNECTED
TV
SMARTPHONES
Dailyusageandshoppingonline
USAGE
50
55
60
65
70
75
80
85
90
95
100
707580859095100Dailygeneralusageamong
users(%)
Smartphone
usedto
purchaseonline
(in%)
Highsmartphoneusage
foronlinepurchases
Lowsmartphone
usageforonline
purchases
Midsmartphoneusage
foronlinepurchase
Mediumsmartphone
usageforonline
purchases
MULTI-DEVICEBEHAVIOURS
Anytime,anywhere,onanydevice
ONAVERAGEPEOPLEUSE3.9DEVICES
Whatdevicesdoyou
personallyuse?
USAGE
Howfrequentlydoyou
purchaseonline,bydevice
used?
SHOPPINGBEHAVIOURBYDEVICE
Onlineshoppinghasbecomecommoninallcountries,
althoughtherearesomedifferencesintermsofsophistication.
ECOMMERCE
SMARTPHONE
68%
ofonlineshoppers
55%
ofonlineshoppers
83%
ofonlineshoppers
68%
ofonlineshoppers
TABLETLAPTOPDESKTOP
USAGE
PRE-BUYINGBEHAVIOUR
HOWDOSHOPPERSRESEARCHPRODUCTS?
FIRSTSOURCEOFINFORMATION
Mainsourcesofinformationused
PURCHASEPROCESS
Whatresourcesdoyouusetosearch
forinformationonaproductor
service?Iconsult...Pleasegradeyour
responseswhere1istheoneyouuse
themost.
MULTIBRANDRETAILERWEBSITESARETHEMAIN
SOURCEOFINFORMATION:
-Retailerwebsitesorappsarethefirstdigital
informationsourceinallcountries-mostnotably
intheUSA,UK,Germany,FranceandChina.
-Pricecomparisonservicesarenext(45%).
ThesearemostwidelyusedinGermany,the
Netherlands,Denmark,SwedenandItaly.
-Intotal,29%ofconsumersusebrandwebsites
orapps(thisfigureishigherintheUSA,UK,
Belgium,Sweden,DenmarkandAustralia).
-Intotal,reviewsbyonlineusersorconsumers
areusedby35%ofshoppers(especiallyin
Germany,theNetherlands,DenmarkandItaly).
INFLUENCERSARENOTCONSULTEDINTHE
BUYINGPROCESS
Whenlookingforinformationonaproductor
service:
-Only15%usethemduringtheresearch
process.
-Theimmediatesocialcircle(friends,family,
colleagues)aretherealinfluencers.Theyare
consultedby35%ofbuyers.
26%
in2016
RETAILER
WEBSITEAPPS
8%
In2016
STORE
10%
In2016
FAMILY
&FRIENDS
16%
In2016
PRICE
COMPARISON
SITES
Friendsandfamilyare
importantinthebuyingcycle:
35%ofshoppersconsultthem
–asmuchastheyuse
consumerreviewsites:
Consumerreviewsare
importantinthepre-purchase
journey.
78%ofonlineshopperslookforother
users’opinionsbeforepurchasing.
ThisisevenmoreimportantinAsian
countriesandinSouthEurope
(Spain,Italy)
Wecandeducethatusers’opinions
aremostlyreadonretailers’
websites/apps
?Brands’websitesdonotalways
provideusers’comments.Perhaps
thisexplainswhytheyarelessused
beforeonlinepurchases…
USERS’OPINIONSANDCOMMENTS
Impactofdigitalvoicesinthepurchaseprocess
78%
ofonlineshopperswhosearchforproductsonlinelookfor
otherusers’opinionsandcomments
Hereareseveralthingsthatpeoplehave
saidaboutonlinepurchases.Foreachof
them,pleaseindicateifyouagreeornot
PURCHASEPROCESS
RETAIL(STILL)RULES
IN-STORESHOPPINGSTILLDRIVES90%OFSALES
Understandingtherealreasonforretailpreference
FEVADSOURCE
MOB
Whichoneofthefollowingismostlikelyto
makeyouprefertobuyin-storerather
thanonline?
RETAILRESISTANCE
PRODUCTTESTING
(67%)AVAILABILITY
(65%)
STORE
PROXIMITY
(43%)1
2
THEADVANTAGESOFBUYINGIN-STORE
3
Physical,in-storeshoppinghas3
mainadvantagesovertheonline
experience:
Itallowsshopperstotestproducts(this
wasthemaindriverfor38%ofpeople
interviewed,especiallyinHongKong
andSingapore(47%))
Itemsareimmediatelyavailable(this
wasthekeypriorityfor27%of
consumersoverall-34%inUKand37%
intheUSA).
Physicalproximityisanimportant
considerationforin-storeshopping.In
particularintheUS(53%),UK(50%)and
Australia(48%).
Salesadvisers’expertiseisnotseenasakeybenefit(32%of
respondentsreferredthis,only10%first)?Thereisalackof
perceivedaddedvalueasconsumersarenowasinformedas
salesmenthankstotheinternet
ONLINEPURCHASE
ADVANTAGES
RETAILRESISTANCE
AVAILABILITYOF
PRODUCT
(59%)
Expectationsfromaretailerora
brandwhenbuyingonline?
123
PRODUCT
INFORMATION
(54%)
AVAILABILITYOF
DELIVERY
(55%)
WHATAREYOUREXPECTATIONS
FROMARETAILERORBRAND
WHENBUYINGONLINE?
BENEFITFROMSPECIAL
OFFERSORBETTER
PRICES
(88%)
123
MORECHOICES
(85%)
TAKETIMETOTHINK
ABOUTTHINGS
(93%)
E-COMMERCE
WHENEVER,WHEREVER,HOWEVER.
Thisisthewaynewconnectedconsumersshop.
Ingeneral,whatisthemaximum
deliverytimeyouwillexpect?
CONSUMEREXPECTATION
Maximumdeliverytime
ECOMMERCE
ofpeople
expectmorethan1daytobethe
maximumdeliverytime
ofpeople
expect1dayorless
82%VS18%
PURCHASEFROMCATEGORIES
Top3percountry
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%
NetherlandsDenmarkSwedenSpainItaly
ChinaIndiaAustraliaSingaporeHong-Kong
UnitedStatesEnglandFranceBelgiumGermany
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%
PRICEisthemainonline
purchasedriverinallproduct
categories,aheadofchoice
andcomfort.
ONLINEPURCHASEDRIVER
Whatwasthemainmotivationbehind
thispurchase?
ECOMMERCE
46%
OFPURCHASESARE
MOTIVATEDBY
THEPRICE
18%
OFPURCHASESHAPPEN
BECAUSETHEPRODUCT
WASNOTAVAILABLE
IN-STORE
14%
OFPURCHASESTAKE
PLACEONLINEBECAUSE
THESHOPPERWANTS
STAY
ATHOME
MAINLYFORMAINLYFORMAINLYFOR
Althoughonlinepurchasesare
mainlymadealone,some
productsareboughtwhenthe
shopperisaccompanied.This
happensmostoftenwhen
purchasinghomeequipment
andleisure-travelproducts.
PURCHASEALONEORACCOMPANIED
Didyoumakethispurchasealoneor
accompaniedbysomeone?
ECOMMERCE
62%
OFPURCHASESARE
MADEALONE
38%
OFPURCHASESARE
MADEACCOMPANIED
ALONEFORTOGETHERFOR
SHORT
LONG
ShoppingforfoodandDIY
productsrequiresless
dedicatedconcentration.
Multitaskingisnotcommonwith
leisure-travelandtechnology
shopping,asitrequires
expertiseandtimetoresearch
therightproducts.
PURCHASEANDMULTITASKING
Duringthepurchase…
Whileyoumakeyourpurchase,wereyou
doinganotheractivityatthesametime?
ECOMMERCE
25%
OFPURCHASESARE
MADEWHILE
WATCHINGTV
13%
OFPURCHASES
AREMADEWHILE
LISTENINGTOTHE
RADIOORMUSIC
7%
OFPURCHASES
AREMADEWHILE
EATING
SPECIALLYFORSPECIALLYFORSPECIALLYFOR
Insummary,thequalityof
recommendationsshouldbe
improved–andconsumer
reviewsareanimportantpartof
theonlinepurchasejourney.
ROOMFORIMPROVEMENT
Levelofsatisfaction
Andindetail,howsatisfiedwereyouwiththe
purchaseprocess?Bythis,wemeanthefull
process,inrelationtotheapp/websiteused.
Pleaserateeachitembetween0and10
where0meansthatyouwerenotsatisfiedatall
and10thatyouwerecompletelysatisfied
ECOMMERCE
PRICE
WEBSITEANDAPPEASEOFUSE
EASETOFINDTHEPRODUCT
AMOUNTOFCHOICE
QUALITYOF
RECOMMENDATIONS
ESPECIALLYFOR
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