Omnibus WEB

Omnibus WEBMajor Consumer Trends

September 2013

Survey commissioned by

Table of Contents

2

Methodological Summary 3

Factors Influencing Purchase 4

Online Purchase Behavior 7

Online Research for Product Purchase 10

Types of Products Bought Online 13

Factors Influencing Store/Supplier Selection 16

CSR Factors That Influence Product/Business Selection 18

Local Purchasing Behavior 21

Brand Influence on Purchase Intent 24

Perceived Value Added 27

Influence of Recession 30

2

Survey commissioned by BDC │

Method of data collection Web survey

Markets Total Canada

Sample size 1023 respondents

Selection criteria - Canadian- 18 y/o and over

Data collection dates From July 31th to August 5th, 2013

Statistical differences between sample sub-groups

A letter next to the result for a sub-group within a table or graphic indicates that it is statistically different, at a 95% confidence level, compared to the sub-group bearing the corresponding letter.

Methodological Summary

3


Factors Influencing Purchase

4

Base All respondents (n=1023)Q1: In general, when you decide to purchase a product or service, which factors are important to you?ABCD: 95% significance level


Factors Influencing Purchase by Province

5

Total BC AB SK/MB Ontario Quebec Atlantic

(A) (B) (C) (D) (E) (F)Base (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73)

Pay the least possible 64% 64% 56% 65% 64% 67% B 67%

Buy a recognized brand 49% 42% 43% 43% 57% ABCE 45% 56% A

Buy a product that is good for the health 49% 43% 52% 44% 47% 53% 54%

Obtain information on the internet before buying 41% 44% 48% F 39% 43% F 38% 31%

Buy a locally made product 39% 43% 39% 32% 37% 40% 45%

Obtain points, a cash back or gift upon purchase 35% 30% 38% 28% 40% CE 30% 38%

Buy an eco-friendly product / a product made by an eco-friendly business 26% 25% 29% C 15% 25% 30% C 29% C

Buy a product or service offered by a socially responsible business 26% 27% 27% 31% 23% 27% 24%

Be able to buy online 18% 17% 26% F 14% 18% 18% 14%

None of these factors are important to me 4% 5% 5% 6% 4% 3% 5%

Base All respondentsQ1: In general, when you decide to purchase a product or service, which factors are important to you?ABCD: 95% significance level


Factors Influencing Purchase by Income

6

Total <40k 40k - <60K 60k - <100k 100k+

(G) (H) (I) (J)Base (n=1023) (n=291) (n=168) (n=271) (n=141)

Pay the least possible 64% 68% 66% 66% 62%

Buy a recognized brand 49% 42% 49% 50% 57% G

Buy a product that is good for the health 49% 46% 52% 49% 49%

Obtain information on the internet before buying 41% 35% 38% 46% G 51% GH

Buy a locally made product 39% 35% 47% G 39% 41%

Obtain points, a cash back or gift upon purchase 35% 33% 39% 33% 39%

Buy an eco-friendly product / a product made by an eco-friendly business 26% 26% 27% 23% 28%

Buy a product or service offered by a socially responsible business 26% 26% 26% 26% 22%

Be able to buy online 18% 17% 20% 20% 20%

None of these factors are important to me 4% 5% 4% 3% 1%

Base All respondentsQ1: In general, when you decide to purchase a product or service, which factors are important to you?ABCD: 95% significance level


Online Purchase Behavior

7

Base All respondents (n=1023)Q2: What are your product and service purchasing habits on the Internet?ABCD: 95% significance level


Online Purchase Behavior by Province

8

Base All respondentsQ2: What are your product and service purchasing habits on the Internet?ABCD: 95% significance level



I conduct a broad online search prior to a purchase 47% 50% F 49% 38% 42% 56% CDF 36%

I consult customer review sites before buying 42% 48% 45% 36% 45% 37% 40%

I search online to find the best place to buy the product or service before buying 42% 48% E 47% E 41% E 50% E 27% 40% E

I buy products or services online in Canada 41% 44% E 48% E 34% 45% E 32% 41%

I buy products or services online in the United States 24% 26% 27% 26% 25% 21% 23%

I buy products or services online outside of Canada or the United States 14% 15% 19% F 14% 12% 16% 9%

I consult blogs or discussion forums before buying 13% 15% C 15% 6% 15% CF 10% 6%

I go to a store to test a product before buying it online 12% 9% 9% 7% 15% 14% 11%

Other 3% 8% DEF 2% 5% 2% 2% 1%

I never go on the Internet before buying or to buy a product or a service 19% 14% 16% 25% 18% 21% 25% A


Online Purchase Behavior by Income

9

Total <40k 40k - <60K 60k - <100k 100k+

(G) (H) (I) (J)Base (n=1023) (n=291) (n=168) (n=271) (n=141)

I conduct a broad online search prior to a purchase 47% 37% 48% G 51% G 54% G

I consult customer review sites before buying 42% 37% 39% 44% 52% GH

I search online to find the best place to buy the product or service before buying 42% 37% 37% 52% GH 46%

I buy products or services online in Canada 41% 33% 39% 50% GH 49% G

I buy products or services online in the United States 24% 19% 22% 29% G 31% G

I buy products or services online outside of Canada or the United States 14% 12% 14% 16% 13%

I consult blogs or discussion forums before buying 13% 9% 17% G 13% 20% G

I go to a store to test a product before buying it online 12% 13% 9% 10% 16%

Other 3% 3% 6% I 2% 2%

I never go on the Internet before buying or to buy a product or a service 19% 26% IJ 19% 13% 11%

Base All respondentsQ2: What are your product and service purchasing habits on the Internet?ABCD: 95% significance level


Online Research for Product Purchase

10

Base Respondents who search online (on websites, blogs, customer reviews) prior to a purchase (n=729)Q3: For which types of products or services do you seek online information before buying?ABCD: 95% significance level


Online Research for Product Purchase by Province

11

Base Respondents who search online (on websites, blogs, customer reviews) prior to a purchaseQ3: For which types of products or services do you seek online information before buying?ABCD: 95% significance level

Total BC AB SK/MB Ontario Quebec Atlantic(A) (B) (C) (D) (E) (F)

Base (n=729) (n=98) (n=77) (n=42) (n=287) (n=174) (n=51)

Technological devices: computers, audio devices, tablets, electronic devices, etc. 74% 78% 79% 74% 76% 71% 68%

Travel and tourism: airplane/train tickets, vacations, rentals, etc. 65% 68% 74% E 64% 67% E 56% 66%

Vehicles: cars, trucks, motorcycles, etc. 53% 49% 58% C 40% 54% 50% 61% C

Cultural goods: books, music, movies, series, etc. 37% 36% 39% 33% 37% 38% 31%

Clothing, shoes, jewelry and accessories 36% 32% 35% 29% 40% 34% 32%

Healthcare products: food supplements, pharmaceutical products, diet products, etc. 35% 44% EF 38% E 31% 41% EF 24% 26%

Food products and home maintenance 29% 29% E 35% E 34% E 33% E 18% 32% E

Insurance and financial services 29% 21% 39% ACE 18% 32% AC 26% 29%

Personal and beauty products: makeup, perfumes, etc. 25% 25% 24% 23% 30% E 17% 22%

Baby and child products: games, toys, early childhood education items, etc. 15% 10% 20% E 18% 18% E 10% 16%

Alcohol 6% 8% 10% 4% 5% 5% 10%

Other 4% 6% 5% 6% 3% 3% 5%


Online Research for Product Purchase by Income

12

Total <40k 40k - <60K 60k - <100k 100k+(G) (H) (I) (J)

Base (n=729) (n=185) (n=113) (n=209) (n=116)

Technological devices: computers, audio devices, tablets, electronic devices, etc. 74% 67% 74% 80% G 78% G

Travel and tourism: airplane/train tickets, vacations, rentals, etc. 65% 47% 61% G 69% G 79% GH

Vehicles: cars, trucks, motorcycles, etc. 53% 38% 50% 57% G 70% GHI

Cultural goods: books, music, movies, series, etc. 37% 33% 38% 35% 40%

Clothing, shoes, jewelry and accessories 36% 35% 29% 40% H 36%

Healthcare products: food supplements, pharmaceutical products, diet products, etc. 35% 37% 38% 32% 33%

Food products and home maintenance 29% 30% 29% 28% 29%

Insurance and financial services 29% 29% 34% 32% 24%

Personal and beauty products: makeup, perfumes, etc. 25% 24% 24% 25% 18%

Baby and child products: games, toys, early childhood education items, etc. 15% 12% 17% 17% 10%

Alcohol 6% 4% 7% 5% 10% G

Other 4% 5% 4% 5% 2%

Base Respondents who search online (on websites, blogs, customer reviews) prior to a purchaseQ3: For which types of products or services do you seek online information before buying?ABCD: 95% significance level


Types of Products Bought Online

13

Base Respondents who test products in store before buying online and/or respondents who buy online (n=526)Q4: What types of products do you buy online?ABCD: 95% significance level



14

Base Respondents who test products in store before buying online and/or respondents who buy onlineQ4: What types of products do you buy online?ABCD: 95% significance level



Clothing, shoes, jewelry and accessories 52% 40% 48% 54% 60% A 50% 45%

Travel and tourism: airplane/train tickets, vacations, rentals, etc. 50% 58% 54% 51% 48% 44% 50%

Cultural goods: books, music, movies, series, etc. 49% 52% 56% 50% 47% 48% 45%

Technological devices: computers, audio devices, tablets, electronic devices, etc. 47% 57% E 57% E 51% 43% 39% 60% DE

Personal and beauty products: makeup, perfumes, etc. 21% 29% E 18% 16% 24% E 14% 28% E

Healthcare products: food supplements, pharmaceutical products, diet products, etc. 19% 26% 19% 18% 19% 15% 13%

Baby and child products: games, toys, early childhood education items, etc. 14% 10% 13% 13% 15% 16% 14%

Insurance and financial services 13% 14% C 11% 2% 16% C 12% 12%

Food products and home maintenance 12% 8% 18% 13% 15% 7% 10%

Vehicles: cars, trucks, motorcycles, etc. 6% 4% 9% 2% 5% 6% 6%

Alcohol 1% 2% - 2% 2% - 1%

Other 11% 6% 8% 17% 10% 16% 16%



15


Base (n=526) (n=130) (n=85) (n=154) (n=85)

Clothing, shoes, jewelry and accessories 52% 53% 43% 55% 50%

Travel and tourism: airplane/train tickets, vacations, rentals, etc. 50% 30% 51% G 54% G 67% GH

Cultural goods: books, music, movies, series, etc. 49% 40% 49% 52% 54% G

Technological devices: computers, audio devices, tablets, electronic devices, etc. 47% 43% 42% 52% 55%

Personal and beauty products: makeup, perfumes, etc. 21% 25% 18% 24% 14%



Insurance and financial services 13% 12% 15% 16% 15%

Food products and home maintenance 12% 11% 13% 9% 12%

Vehicles: cars, trucks, motorcycles, etc. 6% 10% 3% 4% 5%

Alcohol 1% 1% 1% 3% -

Other 11% 16% I 16% I 6% 10%

Base Respondents who test products in store before buying online and/or respondents who buy onlineQ4: What types of products do you buy online?ABCD: 95% significance level


Factors Influencing Store/Supplier Selection by Province

16

Base Respondents who buy onlineQ5: Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier?ABCD: 95% significance level


Factors Influencing Store/Supplier Selection by Income

17

Base Respondents who buy onlineQ5: Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier?ABCD: 95% significance level


CSR Factors That Influence Product/Business Selection

18

Base All respondents (n=1023)Q6: Which social factors are so important that they have become selection criteria for a product or business with which you do business?ABCD: 95% significance level


CSR Factors That Influence Product/Business Selection by Province

19

Base All respondentsQ6: Which social factors are so important that they have become selection criteria for a product or business with which you do business?ABCD: 95% significance level



Stores/shops located in my area or neighborhood 55% 48% 58% 52% 57% 51% 65% AE

Local products / businesses offering such products 41% 38% 44% 34% 44% 39% 46%

Eco-friendly products or business 29% 29% 26% 20% 30% 34% C 24%

Human rights and occupational safety & health respectful products / businesses offering such products

25% 21% 19% 22% 25% 33% ABD 22%

Fair trade products / businesses offering such products 23% 25% 33% CDE 18% 21% 22% 26%

Organically farmed products / businesses offering such products 15% 22% CE 18% CE 7% 17% CE 10% 16%

Traceable products / businesses offering such products 14% 15% 16% 8% 15% 15% 15%

Stores/shops that obtain supplies from non-profit organizations, that serve a social cause 12% 8% 16% 10% 15% 10% 14%

None of these factors 23% 26% 20% 29% 22% 26% 19%


CSR Factors That Influence Product/Business Selection by Income

20


Base (n=1023) (n=291) (n=168) (n=271) (n=141)

Stores/shops located in my area or neighborhood 55% 52% 58% 55% 60%

Local products / businesses offering such products 41% 40% 43% 43% 43%

Eco-friendly products or business 29% 30% 30% 29% 24%

Human rights and occupational safety & health respectful products / businesses offering such products 25% 31% I 30% I 19% 22%

Fair trade products / businesses offering such products 23% 24% 26% 19% 26%

Organically farmed products / businesses offering such products 15% 18% 13% 14% 18%

Traceable products / businesses offering such products 14% 15% 18% 12% 17%

Stores/shops that obtain supplies from non-profit organizations, that serve a social cause 12% 17% IJ 12% 9% 9%

None of these factors 23% 22% 20% 25% 23%

Base All respondentsQ6: Which social factors are so important that they have become selection criteria for a product or business with which you do business?ABCD: 95% significance level


Local Purchasing Behavior

21

Base All respondents (n=1023)Q7: Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced :ABCD: 95% significance level


Local Purchasing Behavior by Province

22

Base All respondentsQ7: Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced :ABCD: 95% significance level



In Canada 45% 45% 48% 38% 46% 39% 57% CE

In your region 24% 21% 21% 11% 20% C 36% ABCD 27% C

In the province where you reside 24% 14% 25% A 16% 22% A 30% AC 33% ACD

In your city / municipality 23% 21% 19% 17% 19% 34% ABCDF 18%

I have made no specific effort to shop for or purchase such products 35% 37% 35% 49% EF 38% E 27% 28%


Local Purchasing Behavior by Income

23


Base (n=1023) (n=291) (n=168) (n=271) (n=141)

In Canada 45% 46% 43% 45% 44%

In your region 24% 24% 24% 22% 25%

In the province where you reside 24% 22% 26% 26% 23%

In your city / municipality 23% 25% 23% 20% 22%

I have made no specific effort to shop for or purchase such products 35% 31% 39% 34% 35%

Base All respondentsQ7: Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced :ABCD: 95% significance level


Brand Influence on Purchase Intent

24

Base All respondents (n=1023)Q8: For what types of products or services does the brand represent a decision factor for you?ABCD: 95% significance level


Brand Influence on Purchase Intent by Province

25

Base All respondentsQ8: For what types of products or services does the brand represent a decision factor for you?ABCD: 95% significance level



Vehicles: cars, trucks, motorcycles, etc. 48% 41% 49% 42% 50% 50% 52%

Technological devices: computers, audio devices, tablets, electronic devices, etc. 46% 48% 48% 37% 46% 48% 46%

Food products and home maintenance 39% 41% 42% 34% 39% 39% 32%

Clothing, shoes, jewelry and accessories 28% 25% 26% 21% 32% C 27% 24%

Personal and beauty products: makeup, perfumes, etc. 27% 23% 26% 20% 34% ACEF 26% 16%

Healthcare products: food supplements, pharmaceutical products, diet products, etc. 27% 27% 22% 24% 31% 26% 23%

Insurance and financial services 25% 18% 25% 16% 23% 36% ACDF 22%

Travel and tourism: airplane/train tickets, vacations, rentals, etc. 25% 27% C 25% 15% 28% CF 23% 17%

Alcohol 22% 20% 19% 22% 24% 21% 20%

Baby and child products: games, toys, early childhood education items, etc. 10% 6% 14% AE 9% 14% AE 6% 10%

Other 3% 2% 2% 1% 4% 4% 5%

The brand is never a decision factor for me 18% 19% 15% 30% BDE 16% 17% 20%


Brand Influence on Purchase Intent by Income

26


Base (n=1023) (n=291) (n=168) (n=271) (n=141)

Vehicles: cars, trucks, motorcycles, etc. 48% 35% 46% G 54% G 63% GH

Technological devices: computers, audio devices, tablets, electronic devices, etc. 46% 41% 42% 50% 58% GH

Food products and home maintenance 39% 34% 43% 39% 46% G

Clothing, shoes, jewelry and accessories 28% 25% 27% 27% 42% GHI

Personal and beauty products: makeup, perfumes, etc. 27% 21% 26% 29% G 38% GH


Insurance and financial services 25% 19% 33% G 26% 33% G

Travel and tourism: airplane/train tickets, vacations, rentals, etc. 25% 14% 28% G 29% G 37% G

Alcohol 22% 17% 24% 23% 34% GHI


Other 3% 5% J 4% 4% 1%

The brand is never a decision factor for me 18% 20% J 21% J 15% 11%

Base All respondentsQ8: For what types of products or services does the brand represent a decision factor for you?ABCD: 95% significance level


Perceived Value Added

27

Base All respondents (n=1023)Q9: In which cases would you be willing to pay more to obtain a product or service?ABCD: 95% significance level


Perceived Value Added by Province

28

Base All respondentsQ9: In which cases would you be willing to pay more to obtain a product or service?ABCD: 95% significance level



Buy a product that is good for the health 31% 31% 33% F 21% 34% CF 30% 20%

Buy a locally made product 30% 31% 30% 21% 31% 29% 28%

Buy a recognized brand 28% 24% 30% 22% 32% E 24% 30%

Buy an eco-friendly product / made by an eco-friendly business 21% 18% 22% 16% 21% 22% 18%

Buy a product or service offered by a socially responsible business 17% 19% 13% 17% 17% 17% 10%

Be able to buy online 7% 5% 13% AEF 7% 9% F 5% 2%

None of these cases 34% 36% 27% 48% BDE 32% 34% 38%


Perceived Value Added by Income

29


Base (n=1023) (n=291) (n=168) (n=271) (n=141)

Buy a product that is good for the health 31% 26% 36% G 31% 29%

Buy a locally made product 30% 26% 31% 33% 29%

Buy a recognized brand 28% 23% 26% 32% G 40% GH

Buy an eco-friendly product / made by an eco-friendly business 21% 18% 21% 21% 18%

Buy a product or service offered by a socially responsible business 17% 16% 17% 18% 13%

Be able to buy online 7% 8% 8% 7% 8%

None of these cases 34% 40% IJ 33% 28% 30%

Base All respondentsQ9: In which cases would you be willing to pay more to obtain a product or service?ABCD: 95% significance level


Influence of Recession

30

Base All respondents (n=1023)Q10: What impact did the last economic recession (2008-2009) have on your habits as a consumer?ABCD: 95% significance level


Influence of Recession by Province

31

Base All respondentsQ10: What impact did the last economic recession (2008-2009) have on your habits as a consumer?ABCD: 95% significance level



I shop around more to make sure I am paying the best price 44% 43% C 48% C 27% 49% CE 38% 54% CE

I buy products and services that cost less 32% 36% BC 20% 23% 37% BCE 29% 34% B

I buy less products and services than before the recession 31% 29% 27% 18% 37% CE 28% 33% C

I buy used or second-hand merchandise 23% 28% E 26% E 16% 27% CE 16% 24%

I exchange goods or services 5% 5% 3% 4% 6% 5% 2%

I rent certain products or services I used to buy before 3% 2% 2% 6% 4% 3% 2%

None of these choices 5% 8% E 5% 6% 4% 2% 9% E

The recession had no impact on my habits as a consumer 31% 29% 33% 52% ABDEF 27% 36% DF 21%


Influence of Recession by Income

32


Base (n=1023) (n=291) (n=168) (n=271) (n=141)

I shop around more to make sure I am paying the best price 44% 45% 44% 49% 43%

I buy products and services that cost less 32% 40% HJ 29% 34% J 24%

I buy less products and services than before the recession 31% 36% 30% 31% 31%

I buy used or second-hand merchandise 23% 36% HIJ 14% 23% HJ 11%

I exchange goods or services 5% 7% 4% 5% 5%

I rent certain products or services I used to buy before 3% 6% 3% 3% 2%

None of these choices 5% 3% 7% G 4% 6%

The recession had no impact on my habits as a consumer 31% 23% 34% G 32% G 38% G

Base All respondentsQ10: What impact did the last economic recession (2008-2009) have on your habits as a consumer?ABCD: 95% significance level

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