SlideShare ist ein Scribd-Unternehmen logo
1 von 20
Downloaden Sie, um offline zu lesen
2016
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 ) .
USAGE
SMARTPHONES ARE INCREASINGLY IMPORTANT
DURING ALL STAGES OF THE CUSTOMER JOURNEY. 
What devices do online shoppers own and
how do they use them?
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
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
MULTI-DEVICE BEHAVIOURS
Anytime, anywhere, on any device
ON AVERAGE PEOPLE USE 3.9 DEVICES
What devices do you
personally use?
	
  	
  
USAGE
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
PRE-BUYING BEHAVIOUR
HOW DO SHOPPERS RESEARCH PRODUCTS?
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
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
	
  	
  
RETAIL (STILL) RULES
IN-STORE SHOPPING STILL DRIVES 90%* OF SALES 
Understanding the real reason for retail preference
*FEVAD SOURCE 
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
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%)
E-COMMERCE
WHENEVER, WHEREVER, HOW EVER.
This is the way new connected consumers shop.
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%
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%	
  
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
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
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
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

Weitere ähnliche Inhalte

Was ist angesagt?

Insights into Grocery eCommerce 2016
Insights into Grocery eCommerce 2016Insights into Grocery eCommerce 2016
Insights into Grocery eCommerce 2016thierry jolaine
 
RETHINK Retail #SHIFTHAPPENS Series 5
RETHINK Retail #SHIFTHAPPENS Series 5RETHINK Retail #SHIFTHAPPENS Series 5
RETHINK Retail #SHIFTHAPPENS Series 5RETHINK Retail
 
Think Retail - print's role in the retail market of today
Think Retail - print's role in the retail market of todayThink Retail - print's role in the retail market of today
Think Retail - print's role in the retail market of todayCanon Belgium
 
Insights from google for vietnam 03/2016
Insights from google for vietnam 03/2016Insights from google for vietnam 03/2016
Insights from google for vietnam 03/2016Thai Nguyen
 
The Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in RetailThe Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in RetailTribal DDB Worldwide
 
Omni-channel in Retail. Lessons for the automotive industry
Omni-channel in Retail. Lessons for the automotive industryOmni-channel in Retail. Lessons for the automotive industry
Omni-channel in Retail. Lessons for the automotive industryIgnitionOne
 
5 things you need to know about selling to local consumers
5 things you need to know about selling to local consumers5 things you need to know about selling to local consumers
5 things you need to know about selling to local consumersStreet Fight
 
What is Omnichannel Retail? Past. Present. Future.
What is Omnichannel Retail? Past. Present. Future.What is Omnichannel Retail? Past. Present. Future.
What is Omnichannel Retail? Past. Present. Future.Mihai Dragan
 
RETHINK Retail #SHIFTHAPPENS Series 2
RETHINK Retail #SHIFTHAPPENS Series 2RETHINK Retail #SHIFTHAPPENS Series 2
RETHINK Retail #SHIFTHAPPENS Series 2RETHINK Retail
 
Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...
Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...
Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...Bertrand Jonquois
 
2015-global-omnichannel-retail-index
2015-global-omnichannel-retail-index2015-global-omnichannel-retail-index
2015-global-omnichannel-retail-indexBenedikt Schmaus
 
Insights from 2,000 American consumers explain - How retail stores could safe...
Insights from 2,000 American consumers explain - How retail stores could safe...Insights from 2,000 American consumers explain - How retail stores could safe...
Insights from 2,000 American consumers explain - How retail stores could safe...imogenkw
 
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
 
Nielsen global e commerce and the new retail report april 2015 (digital)
Nielsen global e commerce and the new retail report april 2015 (digital)Nielsen global e commerce and the new retail report april 2015 (digital)
Nielsen global e commerce and the new retail report april 2015 (digital)Digital Knock
 
E-commerce voor Uitgevers Nationale uitgeefdag 2014
E-commerce voor Uitgevers Nationale uitgeefdag 2014 E-commerce voor Uitgevers Nationale uitgeefdag 2014
E-commerce voor Uitgevers Nationale uitgeefdag 2014 Marileen Kan
 
Buy It To Try It_Nita Rollins, PhD
Buy It To Try It_Nita Rollins, PhDBuy It To Try It_Nita Rollins, PhD
Buy It To Try It_Nita Rollins, PhDNita Rollins, Ph.D.
 
Tech Top 10s: Innovations in e commerce
Tech Top 10s: Innovations in e commerceTech Top 10s: Innovations in e commerce
Tech Top 10s: Innovations in e commerceMOTC Qatar
 

Was ist angesagt? (19)

Insights into Grocery eCommerce 2016
Insights into Grocery eCommerce 2016Insights into Grocery eCommerce 2016
Insights into Grocery eCommerce 2016
 
RETHINK Retail #SHIFTHAPPENS Series 5
RETHINK Retail #SHIFTHAPPENS Series 5RETHINK Retail #SHIFTHAPPENS Series 5
RETHINK Retail #SHIFTHAPPENS Series 5
 
Think Retail - print's role in the retail market of today
Think Retail - print's role in the retail market of todayThink Retail - print's role in the retail market of today
Think Retail - print's role in the retail market of today
 
Insights from google for vietnam 03/2016
Insights from google for vietnam 03/2016Insights from google for vietnam 03/2016
Insights from google for vietnam 03/2016
 
The Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in RetailThe Connected Shopper - Mobile in Retail
The Connected Shopper - Mobile in Retail
 
Omni-channel in Retail. Lessons for the automotive industry
Omni-channel in Retail. Lessons for the automotive industryOmni-channel in Retail. Lessons for the automotive industry
Omni-channel in Retail. Lessons for the automotive industry
 
5 things you need to know about selling to local consumers
5 things you need to know about selling to local consumers5 things you need to know about selling to local consumers
5 things you need to know about selling to local consumers
 
What is Omnichannel Retail? Past. Present. Future.
What is Omnichannel Retail? Past. Present. Future.What is Omnichannel Retail? Past. Present. Future.
What is Omnichannel Retail? Past. Present. Future.
 
RETHINK Retail #SHIFTHAPPENS Series 2
RETHINK Retail #SHIFTHAPPENS Series 2RETHINK Retail #SHIFTHAPPENS Series 2
RETHINK Retail #SHIFTHAPPENS Series 2
 
Aimia mobile assistedshopper
Aimia mobile assistedshopperAimia mobile assistedshopper
Aimia mobile assistedshopper
 
Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...
Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...
Showrooming, étude sur l'utilisation du mobile en magasin - Le Mobile Assiste...
 
2015-global-omnichannel-retail-index
2015-global-omnichannel-retail-index2015-global-omnichannel-retail-index
2015-global-omnichannel-retail-index
 
Insights from 2,000 American consumers explain - How retail stores could safe...
Insights from 2,000 American consumers explain - How retail stores could safe...Insights from 2,000 American consumers explain - How retail stores could safe...
Insights from 2,000 American consumers explain - How retail stores could safe...
 
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and Beyond
 
Nielsen global e commerce and the new retail report april 2015 (digital)
Nielsen global e commerce and the new retail report april 2015 (digital)Nielsen global e commerce and the new retail report april 2015 (digital)
Nielsen global e commerce and the new retail report april 2015 (digital)
 
E-commerce voor Uitgevers Nationale uitgeefdag 2014
E-commerce voor Uitgevers Nationale uitgeefdag 2014 E-commerce voor Uitgevers Nationale uitgeefdag 2014
E-commerce voor Uitgevers Nationale uitgeefdag 2014
 
RA_WhitePaper-BuyIt FINAL
RA_WhitePaper-BuyIt FINALRA_WhitePaper-BuyIt FINAL
RA_WhitePaper-BuyIt FINAL
 
Buy It To Try It_Nita Rollins, PhD
Buy It To Try It_Nita Rollins, PhDBuy It To Try It_Nita Rollins, PhD
Buy It To Try It_Nita Rollins, PhD
 
Tech Top 10s: Innovations in e commerce
Tech Top 10s: Innovations in e commerceTech Top 10s: Innovations in e commerce
Tech Top 10s: Innovations in e commerce
 

Andere mochten auch

Parenting in digital world
Parenting in digital worldParenting in digital world
Parenting in digital worldDan Bowen
 
Caminos del Mundo - Meteor and triggering the WebRTC function
Caminos del Mundo  - Meteor and triggering the WebRTC functionCaminos del Mundo  - Meteor and triggering the WebRTC function
Caminos del Mundo - Meteor and triggering the WebRTC functionBart Uelen
 
Segura nas mãos de deus eda carneiro da rocha
Segura nas mãos de deus eda carneiro da rochaSegura nas mãos de deus eda carneiro da rocha
Segura nas mãos de deus eda carneiro da rochaLuzia Gabriele
 
SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...
SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...
SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...Dave McClure
 
KBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De Moor
KBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De MoorKBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De Moor
KBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De MoorBolero Crowdfunding
 
You stink at email: Why spend time writing something nobody wants to read?
You stink at email: Why spend time writing something nobody wants to read? You stink at email: Why spend time writing something nobody wants to read?
You stink at email: Why spend time writing something nobody wants to read? Viqui Dill
 
iBe A State of Digital Innovation Report 2015
iBe A State of Digital Innovation Report 2015iBe A State of Digital Innovation Report 2015
iBe A State of Digital Innovation Report 2015Phil Falato
 
Bioabsorbable Implants for Fixation of Scarf and Akin Osteotomies and PIP-Ar...
Bioabsorbable Implants for Fixation  of Scarf and Akin Osteotomies and PIP-Ar...Bioabsorbable Implants for Fixation  of Scarf and Akin Osteotomies and PIP-Ar...
Bioabsorbable Implants for Fixation of Scarf and Akin Osteotomies and PIP-Ar...Dr. med. Christian Kinast
 
Learning to use Desmos KS3
Learning to use Desmos KS3Learning to use Desmos KS3
Learning to use Desmos KS3Colleen Young
 
Articulo bioetica
Articulo bioeticaArticulo bioetica
Articulo bioeticasharon16b
 
Workflow, container, and beyond
Workflow, container, and beyondWorkflow, container, and beyond
Workflow, container, and beyondKohsuke Kawaguchi
 
Building Startup Ecosystems (Singapore, July 2014)
Building Startup Ecosystems (Singapore, July 2014)Building Startup Ecosystems (Singapore, July 2014)
Building Startup Ecosystems (Singapore, July 2014)Dave McClure
 

Andere mochten auch (20)

Discovering the economics of pagume
Discovering the economics of pagumeDiscovering the economics of pagume
Discovering the economics of pagume
 
Parenting in digital world
Parenting in digital worldParenting in digital world
Parenting in digital world
 
Notacd04
Notacd04Notacd04
Notacd04
 
Caminos del Mundo - Meteor and triggering the WebRTC function
Caminos del Mundo  - Meteor and triggering the WebRTC functionCaminos del Mundo  - Meteor and triggering the WebRTC function
Caminos del Mundo - Meteor and triggering the WebRTC function
 
FIGUEROA CONSULTORES
FIGUEROA CONSULTORESFIGUEROA CONSULTORES
FIGUEROA CONSULTORES
 
Segura nas mãos de deus eda carneiro da rocha
Segura nas mãos de deus eda carneiro da rochaSegura nas mãos de deus eda carneiro da rocha
Segura nas mãos de deus eda carneiro da rocha
 
SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...
SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...
SVMN October 2007 Meeting - Calvert Foundation & eBay Microplace (Shari Beren...
 
Take Command of the Interview
Take Command of the Interview Take Command of the Interview
Take Command of the Interview
 
KBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De Moor
KBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De MoorKBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De Moor
KBCS Summit 2015_Succesvolle start-ups aan de KU Leuven_Bart De Moor
 
High aspirations, stark realities
High aspirations, stark realitiesHigh aspirations, stark realities
High aspirations, stark realities
 
You stink at email: Why spend time writing something nobody wants to read?
You stink at email: Why spend time writing something nobody wants to read? You stink at email: Why spend time writing something nobody wants to read?
You stink at email: Why spend time writing something nobody wants to read?
 
Villa Verde
Villa VerdeVilla Verde
Villa Verde
 
iBe A State of Digital Innovation Report 2015
iBe A State of Digital Innovation Report 2015iBe A State of Digital Innovation Report 2015
iBe A State of Digital Innovation Report 2015
 
ASP.NET Identity
ASP.NET IdentityASP.NET Identity
ASP.NET Identity
 
Le Duc
Le DucLe Duc
Le Duc
 
Bioabsorbable Implants for Fixation of Scarf and Akin Osteotomies and PIP-Ar...
Bioabsorbable Implants for Fixation  of Scarf and Akin Osteotomies and PIP-Ar...Bioabsorbable Implants for Fixation  of Scarf and Akin Osteotomies and PIP-Ar...
Bioabsorbable Implants for Fixation of Scarf and Akin Osteotomies and PIP-Ar...
 
Learning to use Desmos KS3
Learning to use Desmos KS3Learning to use Desmos KS3
Learning to use Desmos KS3
 
Articulo bioetica
Articulo bioeticaArticulo bioetica
Articulo bioetica
 
Workflow, container, and beyond
Workflow, container, and beyondWorkflow, container, and beyond
Workflow, container, and beyond
 
Building Startup Ecosystems (Singapore, July 2014)
Building Startup Ecosystems (Singapore, July 2014)Building Startup Ecosystems (Singapore, July 2014)
Building Startup Ecosystems (Singapore, July 2014)
 

Ähnlich wie DigitasLBi Connected Commerce Survey 2016

Connected commerce final 2104_bel
Connected commerce final 2104_belConnected commerce final 2104_bel
Connected commerce final 2104_belDigitasLBi Belgium
 
Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...
Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...
Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...yann le gigan
 
Mobile in-store research-studies 2013
Mobile in-store research-studies 2013Mobile in-store research-studies 2013
Mobile in-store research-studies 2013Tecnocible
 
Mobile Research Study from Google & M/A/R/C Research
Mobile Research Study from Google &  M/A/R/C ResearchMobile Research Study from Google &  M/A/R/C Research
Mobile Research Study from Google & M/A/R/C ResearchNigel Mark Dias
 
Mobile in Store Research Studies
Mobile in Store Research StudiesMobile in Store Research Studies
Mobile in Store Research StudiesCalvin Nguyen
 
Mobile in-store research-studies
Mobile in-store research-studiesMobile in-store research-studies
Mobile in-store research-studiesDigital Story
 
How Mobile Is Transforming the Shopping Experience in Stores
How Mobile Is Transforming the Shopping Experience in StoresHow Mobile Is Transforming the Shopping Experience in Stores
How Mobile Is Transforming the Shopping Experience in StoresMaría Bretón Gallego
 
How in store shoppers are using mobile devices
How in store shoppers are using mobile devicesHow in store shoppers are using mobile devices
How in store shoppers are using mobile devicesIan Beckett
 
Mobile in-store research-studies
Mobile in-store research-studiesMobile in-store research-studies
Mobile in-store research-studiesSarah Taha
 
Estudio del impacto del uso de móviles en tiendas
Estudio del impacto del uso de móviles en tiendasEstudio del impacto del uso de móviles en tiendas
Estudio del impacto del uso de móviles en tiendasSawabona Marketing
 
IRIS_Digital Landscape Proposal_Apr, 2016_1.ppt
IRIS_Digital Landscape Proposal_Apr, 2016_1.pptIRIS_Digital Landscape Proposal_Apr, 2016_1.ppt
IRIS_Digital Landscape Proposal_Apr, 2016_1.ppt1mediakreasi
 
U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)
U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)
U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)Jim Clifford MBA
 
Omni Channel Business Trend: an Opportunity to Grab Our Customer Business
Omni Channel Business Trend: an Opportunity to Grab Our Customer BusinessOmni Channel Business Trend: an Opportunity to Grab Our Customer Business
Omni Channel Business Trend: an Opportunity to Grab Our Customer BusinessJeffrey BAHAR
 
'Conversion is King' Exclusive eCommerce Event Decks
'Conversion is King' Exclusive eCommerce Event Decks'Conversion is King' Exclusive eCommerce Event Decks
'Conversion is King' Exclusive eCommerce Event DecksNosto
 
SJC 2013 Omni-channel insight report
SJC 2013 Omni-channel insight reportSJC 2013 Omni-channel insight report
SJC 2013 Omni-channel insight reportMarcos Terenzio
 
Agility - Driving Multichannel Success
Agility - Driving Multichannel SuccessAgility - Driving Multichannel Success
Agility - Driving Multichannel SuccessPaarl Media
 
Building price-check to a successful International APP
Building price-check to a successful International APPBuilding price-check to a successful International APP
Building price-check to a successful International APPBSP Media Group
 
Omnichannel guide
Omnichannel guideOmnichannel guide
Omnichannel guideMagestore
 
Connected Commerce - Digitas
Connected Commerce - DigitasConnected Commerce - Digitas
Connected Commerce - DigitasFrançois Gomez
 

Ähnlich wie DigitasLBi Connected Commerce Survey 2016 (20)

Connected commerce final 2104_bel
Connected commerce final 2104_belConnected commerce final 2104_bel
Connected commerce final 2104_bel
 
Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...
Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...
Connected commerce 2015 : 4ème Baromètre Digitas de l’Expérience Marchande Co...
 
Mobile in-store research-studies 2013
Mobile in-store research-studies 2013Mobile in-store research-studies 2013
Mobile in-store research-studies 2013
 
Mobile Research Study from Google & M/A/R/C Research
Mobile Research Study from Google &  M/A/R/C ResearchMobile Research Study from Google &  M/A/R/C Research
Mobile Research Study from Google & M/A/R/C Research
 
Mobile in Store Research Studies
Mobile in Store Research StudiesMobile in Store Research Studies
Mobile in Store Research Studies
 
Mobile in-store research-studies
Mobile in-store research-studiesMobile in-store research-studies
Mobile in-store research-studies
 
How Mobile Is Transforming the Shopping Experience in Stores
How Mobile Is Transforming the Shopping Experience in StoresHow Mobile Is Transforming the Shopping Experience in Stores
How Mobile Is Transforming the Shopping Experience in Stores
 
How in store shoppers are using mobile devices
How in store shoppers are using mobile devicesHow in store shoppers are using mobile devices
How in store shoppers are using mobile devices
 
How in-store shoppers are using mobiles
How in-store shoppers are using mobilesHow in-store shoppers are using mobiles
How in-store shoppers are using mobiles
 
Mobile in-store research-studies
Mobile in-store research-studiesMobile in-store research-studies
Mobile in-store research-studies
 
Estudio del impacto del uso de móviles en tiendas
Estudio del impacto del uso de móviles en tiendasEstudio del impacto del uso de móviles en tiendas
Estudio del impacto del uso de móviles en tiendas
 
IRIS_Digital Landscape Proposal_Apr, 2016_1.ppt
IRIS_Digital Landscape Proposal_Apr, 2016_1.pptIRIS_Digital Landscape Proposal_Apr, 2016_1.ppt
IRIS_Digital Landscape Proposal_Apr, 2016_1.ppt
 
U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)
U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)
U.S. Pulse of the Online Shopper U.S. Study Infographic (2016)
 
Omni Channel Business Trend: an Opportunity to Grab Our Customer Business
Omni Channel Business Trend: an Opportunity to Grab Our Customer BusinessOmni Channel Business Trend: an Opportunity to Grab Our Customer Business
Omni Channel Business Trend: an Opportunity to Grab Our Customer Business
 
'Conversion is King' Exclusive eCommerce Event Decks
'Conversion is King' Exclusive eCommerce Event Decks'Conversion is King' Exclusive eCommerce Event Decks
'Conversion is King' Exclusive eCommerce Event Decks
 
SJC 2013 Omni-channel insight report
SJC 2013 Omni-channel insight reportSJC 2013 Omni-channel insight report
SJC 2013 Omni-channel insight report
 
Agility - Driving Multichannel Success
Agility - Driving Multichannel SuccessAgility - Driving Multichannel Success
Agility - Driving Multichannel Success
 
Building price-check to a successful International APP
Building price-check to a successful International APPBuilding price-check to a successful International APP
Building price-check to a successful International APP
 
Omnichannel guide
Omnichannel guideOmnichannel guide
Omnichannel guide
 
Connected Commerce - Digitas
Connected Commerce - DigitasConnected Commerce - Digitas
Connected Commerce - Digitas
 

Mehr von Digitas North America

Mehr von Digitas North America (6)

CES 2019: Top 10 Toys + Trends
CES 2019: Top 10 Toys + TrendsCES 2019: Top 10 Toys + Trends
CES 2019: Top 10 Toys + Trends
 
NewFronts 2018: Trends & Takes
NewFronts 2018: Trends & TakesNewFronts 2018: Trends & Takes
NewFronts 2018: Trends & Takes
 
CES 2018: The Unicorn Files
CES 2018: The Unicorn FilesCES 2018: The Unicorn Files
CES 2018: The Unicorn Files
 
Cannes Lions 2017 - Trends, Takes, & Winning Work
Cannes Lions 2017 - Trends, Takes, & Winning WorkCannes Lions 2017 - Trends, Takes, & Winning Work
Cannes Lions 2017 - Trends, Takes, & Winning Work
 
NewFronts 2017: Trends & Takes
NewFronts 2017: Trends & TakesNewFronts 2017: Trends & Takes
NewFronts 2017: Trends & Takes
 
Cannes Lions 2016 Takeaways & Thought Leadership
Cannes Lions 2016 Takeaways & Thought LeadershipCannes Lions 2016 Takeaways & Thought Leadership
Cannes Lions 2016 Takeaways & Thought Leadership
 

Kürzlich hochgeladen

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 

Kürzlich hochgeladen (20)

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 

DigitasLBi Connected Commerce Survey 2016

  • 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. 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. 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. 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. MULTI-DEVICE BEHAVIOURS Anytime, anywhere, on any device ON AVERAGE PEOPLE USE 3.9 DEVICES What devices do you personally use?     USAGE
  • 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. PRE-BUYING BEHAVIOUR HOW DO SHOPPERS RESEARCH PRODUCTS?
  • 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. 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. RETAIL (STILL) RULES IN-STORE SHOPPING STILL DRIVES 90%* OF SALES  Understanding the real reason for retail preference *FEVAD SOURCE 
  • 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. 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. E-COMMERCE WHENEVER, WHEREVER, HOW EVER. This is the way new connected consumers shop.
  • 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. 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. 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. 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. 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. 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