20
2016

DigitasLBi Connected Commerce Survey 2016

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Page 1: DigitasLBi Connected Commerce Survey 2016

2016

Page 2: DigitasLBi Connected Commerce Survey 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 ) .

Page 3: DigitasLBi Connected Commerce Survey 2016

USAGE

SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CUSTOMER JOURNEY. 

What devices do online shoppers own and

how do they use them?

Page 4: DigitasLBi Connected Commerce Survey 2016

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

Page 5: DigitasLBi Connected Commerce Survey 2016

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

Page 6: DigitasLBi Connected Commerce Survey 2016

MULTI-DEVICE BEHAVIOURS Anytime, anywhere, on any device

ON AVERAGE PEOPLE USE 3.9 DEVICES

What devices do you personally use?

   

USAGE

Page 7: DigitasLBi Connected Commerce Survey 2016

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

Page 8: DigitasLBi Connected Commerce Survey 2016

PRE-BUYING BEHAVIOUR

HOW DO SHOPPERS RESEARCH PRODUCTS?

Page 9: DigitasLBi Connected Commerce Survey 2016

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

Page 10: DigitasLBi Connected Commerce Survey 2016

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

   

Page 11: DigitasLBi Connected Commerce Survey 2016

RETAIL (STILL) RULES

IN-STORE SHOPPING STILL DRIVES 90%* OF SALES 

Understanding the real reason for retail preference

*FEVAD SOURCE 

Page 12: DigitasLBi Connected Commerce Survey 2016

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

Page 13: DigitasLBi Connected Commerce Survey 2016

ONLINE PURCHASE ADVANTAGES

   

RETAIL RESISTANCE

AVAILABILITY OF PRODUCT (59%)

Expectations from a retailer or a brand when buying online ?

1 2 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%)

Page 14: DigitasLBi Connected Commerce Survey 2016

E-COMMERCE

WHENEVER, WHEREVER, HOW EVER. This is the way new connected consumers shop.

Page 15: DigitasLBi Connected Commerce Survey 2016

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%

Page 16: DigitasLBi Connected Commerce Survey 2016

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%  

Page 17: DigitasLBi Connected Commerce Survey 2016

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

Page 18: DigitasLBi Connected Commerce Survey 2016

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

Page 19: DigitasLBi Connected Commerce Survey 2016

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

Page 20: DigitasLBi Connected Commerce Survey 2016

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