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report of google about vietnam
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VN
Consumer BarometerCountry Report – Vietnam`
VN SLIDE
Table of ContentWhere to find what
Consumer Barometer 2015 Local Report 2
The Multiscreen World- Internet usage 06-10- Devices 11-15
The Smart Shopper - Research behavior 16-27 - Purchase behavior 28-33- Local shopper 34-36- International 37-40- Industries 41-90
The Smart Viewer- Online Video 91-97
VN 3SLIDEConsumer Barometer 2015 Local Report
What is the Consumer Barometer?
The Consumer Barometer 2015 is a tool to help you understand how
people use the internet.
VN 4SLIDE
Executive SummaryThe Top 3 Trends that define Vietnam
Consumer Barometer 2015Local Report
VN SLIDE
The 3 Trends in Vietnam
Consumer Barometer 2015 Local Report 5
The future is mobileThe Vietnamese use a variety of devices with smartphone being the most popular.1 out of 3 people are using their smartphone while watching TV, and they are lookingat unrelated content.
Todays shopper is an online shopperMany purchases are online today, but online research is also a key driver in offline purchases. Consumers use a variety of devices, meaning that advertisers can’t justrely on computer ads, but also need to focus on mobile.
Millions of online video viewsMore than 6 out of 10 young people are watching online video every day!Most consumers use online video to relax, but 50% actively want to learn something.
VN SLIDE
The Online and Multiscreen WorldQuantify and understand internet usage and attitudes across various devices.
VN 7SLIDE
Where are the consumers? Online!
Consumer Barometer 2015 Local Report
8 out of 10
Source: The Connected Consumer Survey 2015Question: How often do people go online (for personal Internet usage)?Base: Internet users (accessing via computer tablet or smartphone)
of the Vietnamese consumers are online at least once a day
VN 8SLIDE
78
183
Daily Weekly Monthly or less
Vietnam is online
Consumer Barometer 2015 Local Report
Especially consumers under 34 years old are online often
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer tablet or smartphone)
How often do you go online? (%)
Under 25 25-34 35-44 45-54 Over 55
89% 87%77%
54% 54%
11% 13% 23%
46%46%
Yes No
Do you go online every day?
VN 9SLIDE
Why do people go online?
Consumer Barometer 2015 Local Report
The consumers go online for personal reasons and to look for information
Source: The Connected Consumer Survey 2015*Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements on a scale from 1 – strongly agree to 5 –strongly disagree.Base: Internet users (accessing via computer tablet or smartphone)
71% use the internet for personal reasons Consumers state that the internet is the first place they look for information*
77%
VN 10SLIDE
People are even online when they’re watching TV
Consumer Barometer 2015Local Report
The consumers are online while watching TV
Source: The Connected Consumer Survey 2015Question: Do people go online on their devices while watching TV?Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV
Computer Smartphone Tablet
13%
90%
9%
Which devices do people use to go online while watching TV (%)
Use devices to go online while watching TV
36%
VN 11SLIDE
Vietnam has more screens than ever
Consumer Barometer 2015 Local Report
There are 1,4 devices connected to the internet pr. person in Vietnam in 2015.
This is a 75% growth from 2013
Source: The Connected Consumer Survey 2015
1,4devices pr. person
{
VN 12SLIDE
55% are smartphone users
Consumer Barometer 2015Local Report
Source: The Connected Consumer Survey 2015Base: total online and offline population
Tablet Smartphone Computer
Which devices do people use?
12% 55% 46%
VN 13SLIDE
How does Vietnam compare?
Consumer Barometer 2015 Local Report
Source: The Connected Consumer Survey 2015Base: total online and offline population
63%
Which devices do people use?
Of the consumersin Asia use asmartphone
More than half of the consumers under 44 use a smartphone
Under 25 years
25 - 34 years
35 - 44 years
45-54 years
55 and over
76%
70%
57%
34%
19%
How does the demographics look?
Smartphone usage rate
VN 14SLIDE
How do people use their smartphone?
Consumer Barometer 2015 Local Report
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone)
Use search engines
Visit social networks
Check email
Play games
Watch online videos
Purchase products / services
Look for product information
Look up maps and directions
Listen to music
56%59%
23%28%
54%6%
23%13%
43%
What online activities do people do on their smartphones at least weekly?
VN 15SLIDE
Search is mobile
Consumer Barometer 2015 Local Report
6 out of 10 are using search engines via smartphones at least weekly
…making it crucial for businesses to think mobile.
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone)
VN 16SLIDE
The Smart ShopperFocuses on the consumer purchase journey and the role of the Internet in making purchase decisions.
Consumer Barometer 2015 Local Report
VN 17SLIDE
3 out of 4 go online when researching products
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone)
are researchingonline only
Online
Offline
73%
91%
Did people do any online or offline research prior to their recent purchase?
5%
VN 18SLIDE
In which industries are consumers researching online?
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Question: Did people do any online or offline research prior to their recent purchase?Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Flight Tickets
Home appliances
Car Insurances Cinema Tickets Clothing & Footwear
Do it yourself
Groceries Ground Travels
Hair Care Home Furnishings
VN 19SLIDE
In which industries are consumers researching online? (continued)
Consumer Barometer 2015 Local Report
* Over-the-counter remediesSource: The Consumer Barometer Survey 2015Question: Did people do any online or offline research prior to their recent purchase?Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Make-up Music
Vitamins & OTC
Remedies*Televisions
Hotel Stays
Laptops Mobile Phones
Personal Loans Real Estate Restaurants
VN 20SLIDE
How are people researching?
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015*found where to buy/found location/made contactBase: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Looked for early inspiration
Compared choices online
Sought advice online
Prepared for immediate purchase*
51%
66%
50% 52%
In which part(s) of the purchase process did people use the Internet?
The consumers use the internet to compare choices prior to purchase
What online sources did people use to make a purchase decision?
Brand websites
Retailer websites
Search Engine
36% 28%
70%
VN 21SLIDE
Online advertising and research is essential
Consumer Barometer 2015 Local Report
For 37% of the consumers online is the first source of product awareness during pre-purchase research.
40%
25%
13%
12%10%
How did people first hear about the product/offer they bought?
Previous experience
Other people
Research
Advertising
Other
What specific source informed people who first learned of their purchased product via product research?
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
VN 22SLIDE
Research leading to a purchase
Consumer Barometer 2015 Local Report
Search engines are essential in the purchase decision
70%Use a search engine toget informed before makinga purchase.
Brand websites
Retailer websites
Search engine
Social networks
Online video sites
Advice sites
Price comparison sites
36%
28%
70%
26%
17%
12%
11%
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
VN 23SLIDEConsumer Barometer 2015Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Smartphones and product research
23
Which devices did people use for product research? (Smartphone)
Under 25 years
25-34 years
35-44 years
45-54 years
55 and over
44%
47%
45%
32%
35%
VN 24SLIDE
Smartphone users are online users
Consumer Barometer 2015 Local Report
Smartphone users are more likely to purchase or research products online
1. Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Smartphone Users Smartphone Non-Users
78%65%
Do you research or purchase online?
VN 25SLIDE
How are smartphones used for online research?
Consumer Barometer 2015 Local Report
In which part(s) of the purchase process did people use a smartphone?
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online on a smartphone
42% 43%47%
42%
VN 26SLIDE
People are going mobile, but some issues occur
Consumer Barometer 2015 Local Report
70%are experiencing issues when accessing websites via their smartphone
And 37% find another website that works better on smartphone
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone
VN 27SLIDE
19%
81%
Online*
Offline/other
19% shop online
Consumer Barometer 2015 Local Report
Where did people make their purchase?
Source: The Consumer Barometer Survey 2015*Online/EmailBase: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
VN 28SLIDEConsumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Question: Did people do any online or offline research prior to their recent purchase?Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
The Online Customer Journey
73%
Online research
17%
Online purchase
56%
Offline purchase
VN SLIDE
Consumer behavior in different ages
Source: The Consumer Barometer Survey 2015Question: Did people research or purchase their product online or offline?Base: Internet users (accessing via computer tablet or smartphone)
Under 25
25-34 years
35-44 years
45-54 years
Over 55 years
Research onlinePurchase offline
Consumer Barometer 2015 Local Report
20%
17%
16%
19%
10%
60%
58%
50%
45%
44%
Research onlinePurchase online
VN 30SLIDE
Consumer behavior in various industries
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Question: Did people research or purchase their product online or offline?Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)
Car In-surance
Cinema Tickets
Clothing &
Footwear
Do It Yourself
Flights (Leisure
)
Gro-ceries
Ground Travel
Hair Care
Home Ap-pli-
ances
Home Furnish-
ings
17% 17% 18% 18%
63%
2%
23%6% 18% 17%
75%68%
36%
61%
32%
46%
61%51%
62%54%
Research online, purchase online
Research online, purchase offline
VN 31SLIDE
Consumer behavior in various industries (continued)
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Question: Did people research or purchase their product online or offline?Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)
Hotels Laptop Make-up Mobile Phones
Music Personal Loan
Real Estate Restaurants
Television Vitamins & OTC
35%
14% 13%20%
48%
11%17% 4% 9% 6%
50%
71%61% 63%
26%
68%57% 60%
71%
56%
Research online, purchase onlineResearch online, purchase offline
VN 32SLIDE
Easy to find, easy of purchase!
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Question: How many brands were considered before purchase?Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)
5 out of 10
of the consumers only consider 1-2 brandsbefore purchase
…which makes it crucial for the brands to be top of mind
VN 33SLIDEConsumer Barometer 2015Local Report
The Local ShopperThe consumer purchase journey and the role of the internet for local business
VN 34SLIDE
Local Behavior
Consumer Barometer 2015 Local Report
How does people research for local businesses?
66%Researched locallya day or less before visiting.
… and 75% only consider 1-3local businesses before deciding where to buy.
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
VN 35SLIDE
Local Shoppers research practical information
Consumer Barometer 2015 Local Report
28%
66%
50% Promotions
What information do people look for?
Business hours
Prices
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
VN 36SLIDE
Smartphones and local business
Consumer Barometer 2015 Local Report
5 out of 10* use a smartphone when looking for local information
Source: The Consumer Barometer Survey 2015*54%Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
VN 37SLIDEConsumer Barometer 2015Local Report
The international ShopperThe consumer purchase journey and the role of online for international purchases
VN 38SLIDE
How big is international purchase?
Consumer Barometer 2015 Local Report
Half of the consumers have made an
international purchase
Beauty and health Books, CDs, DVDs or games
Clothing, accessories and footwear
Computer Hardware
26%
19%
28%
23%
Which products do people purchase in other countries?
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
VN 39SLIDE
Why do people purchase products online from foreign countries?
Consumer Barometer 2015 Local Report
Expect more expensivedelivery prices26%
3838%54%shop in foregin countries
to get a better qualityproducts
Source: The Consumer Barometer Survey 2015Why did people purchase products online from foreign countries?Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
VN 40SLIDE
Challenges of international purchase
Consumer Barometer 2015 Local Report
Most consumers have made an international puchase, but some issues ouccur
5 out of 10 experience issues concerning the website usability
A common issue isthat delivery time is too
long
39%
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
VN 41SLIDEConsumer Barometer 2015Local Report
The Smart Shopper – Car insuranceThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 42SLIDE
Car insurance: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Com-pared
choices
Got ideas Look for opinions
63%34%
61% 75%Researched online before
purchasing offline
How did people use the Internet tohelp make their purchase decision?
The consumers compareinsurance policies online
Online research has asubstantial impact on
offline purchases
Search engines are akey driver in online purchase
Did people research or purchase their product online or offline?
What online sources did people use to make a purchase decision?
Brand websites
Retailer websites
Search Engine
Price Compar-
ison
56%29%
86%
21%
VN 43SLIDE
Car insurance: Highlights
Consumer Barometer 2015 Local Report
70% are encounteringissues accessing
websites via smartphone*
How often do people encounter issues accessing websites via smartphone?
37%
People will try to find anotherwebsite that works better
on their smartphone*
What do people do after encountering issues accessing websites via smartphone?
Which devices did peopleuse for product research?
More than half are usingtheir smartphone when
researching car insurance
53%
Source: The Consumer Barometer Survey 2015*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
VN 44SLIDEConsumer Barometer 2015Local Report
The Smart Shopper – Cinema ticketsThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 45SLIDE
Cinema tickets: Highlights
Consumer Barometer 2015Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
17%
68%
Did people research or purchase their product online or offline?
Offline purchases begin online
6 out of 10 of allpurchases are madefor a social gathering
What motivated people’s purchase?
Many consumersbuy cinema tickets online
Where did people make their purchase?
17%
VN 46SLIDE
Cinema tickets: Highlights
Consumer Barometer 2015 Local Report
70% are encounteringissues accessing
websites via smartphone*
How often do people encounter issues accessing websites via smartphone?
37%
People will try to find anotherwebsite that works better
on their smartphone*
What do people do after encountering issues accessing websites via smartphone?
Which devices did peopleuse for product research?
44% are usingtheir smartphone when
researching for cinema tickets
Source: The Consumer Barometer Survey 2015*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Find another website
VN 47SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Clothing & footwearThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 48SLIDE
Clothing & footwear: Highlights
Consumer Barometer 2015Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Smartphone Computer Tablet
30%
81%
5%
Which devices did people use for product research?
3 out of 10 the consumers use a smartphone to research clothing & footwear
54%Research online
The consumers research online prior to purchase
What online or offline research did people do prior to their recent purchase?
VN 49SLIDE
Clothing & footwear: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
More than half purchase clothing and footwear to meet
an urgent need
What motivated people's product purchase?
The consumers research online and buy
offline afterwards
Did people research or purchase their product online or offline?
36%
18% of theconsumers made theirlatest purchase online
Where did people make their purchase?
52%
VN 50SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Do it yourselfThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 51SLIDE
Do it yourself: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
78%research online
prior to purchase
The internet has asubstantial impact on
purchase
Offline purchases begin online
What online or offline research did people do prior to their recent purchase?
Did people research or purchase their product online or offline?
Research online / Purchase online
Research online / Purchase offline
Research offline / Purchase online
18%
61%
16%
VN SLIDE
Do it yourself: Highlights
Consumer Barometer 2015 Local Report 52
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
46%
People make their purchasebecause they had an
urgent need
What motivated people's product purchase?
How did people use the Internet to help make their purchase decision?
59% are using the internet forcomparing prices and products
VN 53SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Flights (leisure)The consumer purchase journey and the role of the internet in making their last purchase decision
VN 54SLIDE
Flights (leisure): Highlights
Consumer Barometer 2015Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Used Not used
93%
7%
What online sources did people use to make a purchase decision?
93% use search engineswhen purchasing
flight tickets
Among the consumers
63%buy flight tickets online
Where did people make their purchase?
#194% of the consumersresearch flight tickets
online
What online or offline research did people do prior to their recent purchase?
VN 55SLIDE
Flights (leisure): Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
69%
The consumers compare flights online
Consumers useairline websites to purchase
flight tickets
In which part(s) of the purchase process did people use the Internet??
On what type of website did people make their online purchase?
Did people research or purchase their product online or offline?
89%
8%
Column 1
63% of theconsumers only research
and purchase online
Compared choices
VN 56SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – GroceriesThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 57SLIDE
Groceries: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Compared prices
Get Loca-tions
61%
35%
How did people use the Internet to help make their purchase decision?
61% use the Internetto compare prices
1 out of 4 buytheir groceries on offer
What motivated people's product purchase?
In Vietnam the consumers use a smartphone
for online research
Which devices did people use for product research?
34%
VN 58SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision
VN 59SLIDE
Ground travel: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
What online sources did people use to make a purchase decision?
8 out of 10 of theconsumers use search engines
for their purchase decision
9 out of 10 research online prior to
purchase
What online or offline research did peopledo prior to their recent purchase?
61% of people bothresearch online before
purchasing offline
Did people research or purchase their product online or offline?
83%
VN 60SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Hair CareThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 61SLIDE
Hair Care: Highlights
Consumer Barometer 2015 Local Report
…but 58% research onlinebefore making a purchase
Did people research or purchase their product online or offline?
60%
The consumers usethe internet to compare
products and prices
How did people use the Internet to help make their purchase decision?
How many brands did people consider before product purchase?
24% only considerone brand prior
to purchase
Source: The Consumer Barometer Survey 2015*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Used the internet to makecomparisons
VN 62SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Home appliancesThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 63SLIDE
Home appliances: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
2 out of 10 purchases home appliances online
Where did people make their purchase?
The consumers compare products,prices and features online
before purchase
How did people use the Internet to help make their purchase decision?
82%
VN 64SLIDE
Home appliances: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
What motivated people's product purchase?
8 out of 10 consumers buy homeappliances based on a urgent need
The consumersresearch their purchased
products online
What online or offline research did people do prior to their recent purchase?
Online determines offline!62% researched online
before purchasing offline
Did people research or purchase their product online or offline?
80%research online
prior to purchase
VN 65SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Home furnishingsThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 66SLIDE
Home furnishings: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
71%
The consumers’purchases were driven
by online research
What online or offline research did people do prior to their recent purchase?
Did people research or purchase their product online or offline?
Online research effect both online and offline sales
Research online, purchase online
Research online, purchase offline
17%
54%
research onlineprior to purchase
VN 67SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Hotel (leisure)The consumer purchase journey and the role of the internet in making their last purchase decision
VN 68SLIDE
Hotels (leisure): Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
How did people use the Internet to help make their purchase decision?
87% research hotelsonline before purchase
Did people do any online or offline research prior to their recent purchase?
87%
1 out of 3 purchasestheir hotel stay online
Where did people make their purchase?
….but what online researchare the consumers doing?
Watch on-line video
Compared choices
Looked up reviews
27%
68%44%
VN 69SLIDE
Hotels (leisure): Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
50%
Half the consumersresearch online
prior to offline purchase
Did people research or purchase their product online or offline?
On what type of website did people make their online purchase?
Hotel chain websitesis the most popular place
to purchase hotel stays
Hotel chain Price comparison websites
Travel Agent
29% 28% 26%
VN 70SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – LaptopsThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 71SLIDE
Laptops: Highlights
Consumer Barometer 2015 Local Report
…but 84% research onlinebefore making a purchase
Did people research or purchase their product online or offline?
55%
And over half use smartphone for doing
online research
Which devices did people use for product research?
What motivated people’s purchase?
29% of the consumerspurchase their laptop
on promotion
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
VN 72SLIDEConsumer Barometer 2015 Local Report
The Smart Shopper – Make-upThe consumer purchase journey and the role of the internet in making their last purchase decision
VN 73SLIDE
Make-up: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
74%
Consumers research onlineprior purchase
What online or offline research did people do prior to their recent purchase?
Did people research or purchasetheir product online or offline?
61% of the consumers who makes a purchase in a store research online
prior to purchase
Research on-line/purchase
online
Research on-line/purchase
offline
13%
61%
24% of the consumerspurchase on promotion
What motivated people’s purchase?
Did online research beforemaking a purchase
VN 74SLIDE
Make-up: Highlights
Consumer Barometer 2015 Local Report
70% are encounteringissues accessing
websites via smartphone*
How often do people encounter issues accessing websites via smartphone?
Many will try to find anotherwebsite that works better
on their smartphone*
What do people do after encountering issues accessing websites via smartphone?
42% are researching formake-up on their
smartphone
Which devices did people use for product research?
42% 37%
Source: The Consumer Barometer Survey 2015*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
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The Smart Shopper – Mobile phonesThe consumer purchase journey and the role of the internet in making their last purchase decision
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Mobile phones: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Online research is big
63%
Offline sales begin online
Did people research or purchase their product online or offline?
82% are influenced by search engines when
making a purchase decision
What online sources did people use to make a purchase decision?
What online or offline research did people do prior to their recent purchase?
Online Offline
73%
91%
Did online research beforemaking a purchase offline
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Mobile phones: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
26% are researchingusing their smartphone
Which devices did people usefor product research?
23% are buying theirmobile phones on a suparmarket website
On what type of website did people make their online purchase?
23
13
44
20
Supermarket Retailer Other Auction
%
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The Smart Shopper – MusicThe consumer purchase journey and the role of the internet in making their last purchase decision
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Music: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
74% research onlinebefore purchasing
music
What online or offline research did people do prior to their recent purchase.?
53%
5 out of 10 use a smartphone for doing
online research
Which devices did people use for product research?
Where did people make their purchase?
53% of theconsumers are purchasing
music online.
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The Smart Shopper – Personal LoanThe consumer purchase journey and the role of the internet in making their last purchase decision
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Personal Loan: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
…and 75% do so viaa search engine
What online sources did people use to make a purchase decision?
79%
…while 1 out of 10 end up making their purchase online
Where did people make their purchase?What online or offline research did people do prior to their recent purchase?
The consumers research online
prior to taking out a loan
Research online
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The Smart Shopper – Real EstateThe consumer purchase journey and the role of the internet in making their last purchase decision
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Real Estate: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015’Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
57% use a smartphonefor online research
76%
57% of offline real estatesales begin online
Which devices did people use for product research?
What online or offline research did peopledo prior to their recent purchase?
The consumers research online
prior to purchasing real estate
Did people research or purchase their product online or offline?
Research real estate onlineprior to purchase
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The Smart Shopper – RestaurantsThe consumer purchase journey and the role of the internet in making their last purchase decision
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Restaurants: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
50% use a smartphonefor online research
39%
63% of all sales aredriven by online
research
Which devices did people use for product research?
What motivated people’s purchase?
Restaurant guestsare often motived bya promotion/discount
What online or offline research did people do prior to their recent purchase?
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The Smart Shopper – TelevisionThe consumer purchase journey and the role of the internet in making their last purchase decision
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Television: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
The consumers use a search engine when making
their purchase decision
What online sources did people use to make a purchase decision?
Used Not used
79%
21%
45% of the consumers use a smartphone for
online research
Which devices did people use for product research?
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Television: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
39%
38%
23%
Supermarket Electronics RetailerOthers
71%Researched online before
purchasing offline
Online research has asubstantial impact on
offline purchase
The consumers usea variety of websites
for their online purchases
Did people research or purchase their product online or offline?
On what type of website did people make their online purchase?
20% bought theirlatest TV-set on promotion
What motivated people's product purchase?
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The Smart Shopper – Vitamins & OTC remediesThe consumer purchase journey and the role of the internet in making their last purchase decision
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Vitamins & OTC remedies: Highlights
Consumer Barometer 2015 Local Report
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
53%
40% researches justmoments before
Making their purchase
When did people start researching their product purchase?
In which part(s) of the purchase process did people use the Internet?
Consumers use the internetto compare prices
and products
Compare products/prices online to make a purchase decision
62% use the internetfor research
What online or offline research did people do prior to their recent purchase?
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The Smart ViewerProvides insight into people's recent online video use across different devices.
Consumer Barometer 2015 Local Report
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The Smart Viewer is a Mobile Viewer
Consumer Barometer 2015 Local Report
Source: The Connected Consumer Survey 2015*At least once a monthBase: Internet users (accessing via smartphone)
9 out of 10
consumers are watching online videoon their smartphones*
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The users watch online video at home and alone
Consumer Barometer 2015 Local Report
89%of the consumers are watching online video at home
6 out of 10 watch online video alone
Source: The Connected Consumer Survey 2015*Question: With how many people did you watch video in the last week?Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
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Why are we watching online video?
Consumer Barometer 2015 Local Report
To relax
To be entertained
To learn
To pursue a hobby
Find product information
67%
65%
46%
41%
30% 7 out of 10 ofthe consumers are watchingvideos because they want to relax
What motivated people to watch online videos in the last week?
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
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Tomorrow’s TV is Online
Consumer Barometer 2015 Local Report
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
78%Of the users are watching Online video every week
What are the users watching?
57%are watching music videos
28%are
watching sport
22%are watching
gaming videos
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Long videos in the evening
Consumer Barometer 2015 Local Report
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session weekday
How long were the online videos people watched in the last week?
10:00
47% of the consumers watch videos that are 10 minutes or longer
First thing in the morning
Morning Lunchtime Afternoon Evening Last thing in the evening
0%5%
10%15%20%25%30%35%40%45%50%
Most people are watching online video in the evening
At what time did people watch online videoin the last week on a weekday?
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The Smart Viewer is a Focused Viewer
Consumer Barometer 2015 Local Report
5 out 10watch online video content related to their surroundings
68%are focused when
watching online video
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
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MethodologyData in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results.
Consumer Barometer 2015 Local Report
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Consumer Barometer 2015MethodologyConnected Consumer Survey
Populationo Target population: total population (online & offline) 16+ in each country surveyed except:
• 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan
Samplingo Random sampling aimed to be representative of the total population ages 16+ in all countries.o Sample size: n=1,000 in each country surveyed (except India, where n=4,000)
Survey administrationo Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI).o Questionnaires were administered in local language(s) for all countries surveyedo Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.
Weightingo Data was weighted according to local Census data
Timingo Enumeration surveys were administered between in Q1 2014 and 2015.
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Consumer Barometer 2015MethodologyConsumer Barometer Survey
PopulationTarget population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except:
• Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan
Samplingo Sample size was set at a minimum of n=3,000 in each country except some Asian and African countrieso Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online
activities and smartphone usage to ensure local representativness for the online population
Survey administrationo Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face
interviewso Questionnaires were administered in local language(s) for all countries surveyedo Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries
Weightingo The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted
Timingo Consumer Barometer surveys were administered in 2014 and 2015.
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