Consumer Commerce Barometer Italy

8/6/2019 Consumer Commerce Barometer Italy

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Italy


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2Agenda

Methodology

Summary

Research & Purchase Behaviour, Online and Offline

Search Engine Usage

eCommerce Attitudes & Behaviours


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Methodology


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4Methodology

Target group: Internet user in Italy, 14 years and older Sample: N=2,033 Internet users

Methodology: Online Questionnaire

Fieldwork: March 22th April 11th, 2010

Research company: TNS Infratest

End product: www.consumerbarometer.eu


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Summary


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6Summary

Italian online consumers research key product categories on the internet travel, technology and M&E&L

Travel products are purchased online to a great extent

Across all other product categories consumersstill tend to purchase products

offline

The most commonly usedwebsite type for online research issearch engines

Many respondents specify the internet as the first place they usually go to

when researching products to buy


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Research & Purchase Behaviour, Online and Offline


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8Total Purchase

In the past 12 months, the vast majority of consumers has bought Retail and

CPG & Healthcare products

Share of Purchasers within last 12 months

Base: Onliner

4 %

51%

62%

7 %

77%

91%

95%

% 1

% 20%

0% 40% 50% 60% 70% 80% 90% 100%

Auto (net)

Travel (net)

inance (net)

& & (net)

Tech (net)

CPG&Healthcare (net)

Retail (net)

Source: Q1 / Consumer Commerce Barometer / TNS Infratest,ieldwork

arch 22-April 11, 2010 / base: n =2,033

Question: Whendid you last buy any of the following products orservices: within the last 3 months, the last 6 months, the last 12 months, more than 12 months ornever?

oreach vertical, thegraphshows the percentage of

respondentswho purchased

at least one product within

the respective vertical.

ultiple product purchases

within a vertical arestill only

counted once- hence "net".

The maximum net

percentage therefore is

100%.


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9Method of Purchase

Generally, consumers across all product categoriesstill tend to buy products

offline. However, Travel products are also bought online to a great extent

Method of Purchase

Base: Online and Offline Shopper

99% 98% 96% 94%91% 88%

70%

6%

15%19%

8%14%

21%

45%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CPG&Healthcare Retail Tech Auto Finance M&E&L Travel

Bought offline Bought online

Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies foreach product

category

Question: Thinking about the last time you bought each of these products orservices, howdid you purchase them: online, by phone, by catalogue, in a store/agency/

showroom or any other way?


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10

10

1

1

1

1

18

20

2

2 28

2

0

1

2

1

2

8

11

12

1

1

21

22

2

2

2

Selection: Bought at least 1 product of the respective category in the last 12 months

max.n=18 items)

Segmentation of Product Categories

Purchase onlinePurchase offline

Research offline

Research online

100%

Research Online

100%

Research Offline

1 Personal appliances

2 Domestic appliances3 Books

4 Clothing & accessories

5 CDs/DVDs

6 Toys7 Footwear

8 Gifts, flowers, greetings

9 DIY, Tools, Garden Equipment

10 Home Furnishings/Furniture11 Home and household goods

12 Sport equipment

13 Mobile phonesubscription

14 Audio devices15 Computer hardware

16 Digital camera/camcorder

17 Visual devices

18 Computersoftware/video games

19 Printersupplies

20 Mobile phonehandset)

21 Computer peripherals

22 Health products

23 Groceries

24 Cosmetics/beauty products

25 Cars

26 Car Parts orAccessories27 Cinema Tickets

28 Event tickets

29 Real estate

30 Business Travel

31 Hotels32 Package Holidays

33 Leisure Flights

34 Personal Loans35 Home insurance

36 Car insurance

100%

Purchase Offline

100%

Purchase Online


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Search Engine Usage


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12

12

Websites Used for Online Research

Search engines are the most commonly used type ofwebsite for online

research whereas micro)blogs and financial websites are barely used

Websites Used for Online Research

Base: Onliner

Source: Q5 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033

Question: Thinking ingeneral, what sorts ofwebsitesdo you use in researching purchases you makeeither online orelsewhere e.g. in a store / agency / showroom / by phone,

etc.

1%3%

5%

%

%

10%

15%

1 %

22%

22%25%

30%

55%

0% 10% 20% 30% 40% 50% 60% 70%

0% 90% 100%

MicroblogsFinancial

Blogs

Video ortals

Social Networking

Bulletin Boards

Consumer Review

Mapping

PriceComparison

Online auctionRetailer

Manufacturer

Search ngines


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eCommerceAttitudes and Behaviours Links


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15eCommerceAttitudes: Security

13%

10%

Source: Q7.2 / ConsumerCommerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033

Top 2 on a 5 point scale = strongly agree, agree

Question: Thinking about online shopping to what extent do you agree ordisagree with the followingstatements?

43%

Im comfortable

buying products

from foreign

websites. Im comfortable buyingproducts from

unfamiliarwebsites.

I always read the Terms &Conditions before buying

an item online.


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16eCommerce Attitudes: Loyalty & Convenience 1/2)

The internet is the first

place I usually go to

when researching

products to buy.

I have changed my mind

about which brand to buy

following research on theweb.

46%

37%

31%

I only buy fromwebsiteswhere I am

already a customer

23%

Onlineshopping is

convenient and

saves me time.





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17

I find arranging

suitabledelivery times

difficult.

I find returning items

to be unsatisfactory/

difficult.

I finddelivery ofgoods

purchased online istoo expensive.

24%

51%43%




I may do research online,

but will only purchase a

product in a store.

39%

eCommerce Attitudes: Loyalty & Convenience 2/2)


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18eCommerceAttitudes: Online Promotions

I haveever redeemed apromotional voucher or

discount codewhen

buying products online.

I haveever bought a

product as a result ofreading a recommendation

from the retailer.

I haveever bought

something as a direct

result of anemail I have

received from a retailer. 25%

24%

15%





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Appendix


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20ROPO by Product Category Reading Example)

ResearchOnline

Research OnlineANDPurchase Research

Offline

Research OfflineANDPurchase

Online Offline Online Offline

Overall 69% 35% 62% 98% 19% 96%

Technology

Mobile phone handset)

Printersupplies

Computer Hardware

Digital Camera/Camcorder

Computer peripherals e.g. printer)

Mobile phonesubscription

Visual devices

Audio devices

Computer Software / Video games

52%

46%1

22%

37%

36%

34%

22%

31%

34%

40%

15%

7%2

7%

11%

8%

9%

5%

5%

9%

12%

46%

39%3

16%

26%

28%

24%

16%

27%

25%

28%

79%

54%

78%

63%

64%

66%

78%

69%

66%

60%

7%

2%

3%

5%

4%

3%

10%

3%

6%

7%

75%

52%

75%

58%

59%

64%

68%

66%

60%

53%

Travel

Leisure Flights

Business Travel

Hotels for leisure/holidays)

Package Holidays

62%

54%

28%

59%

51%

36%

41%

16%

31%

21%

33%

12%

12%

28%

31%

55%4

46%

72%

41%

49%

15%5

13%

16%

5%

7%

45%6

33%

56%

36%

42%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies foreachproduct category

Selection: Bought at least 1 product of the respective category in the last 12 months%

max.n=18 items)


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21ROPO Behaviour by Product Category 1/3)

ResearchOnline


Offline



Overall 69% 35% 62% 98% 19% 96%

Technology

Mobile phone handset)

Printersupplies

Computer Hardware

Digital Camera/Camcorder

Computer peripherals e.g. printer)

Mobile phonesubscription

Visual devices

Audio devices

Computer Software / Video games

52%

46%

22%

37%

36%

34%

22%

31%

34%

40%

15%

7%

7%

11%

8%

9%

5%

5%

9%

12%

46%

39%

16%

26%

28%

24%

16%

27%

25%

28%

79%

54%

78%

63%

64%

66%

78%

69%

66%

60%

7%

2%

3%

5%

4%

3%

10%

3%

6%

7%

75%

52%

75%

58%

59%

64%

68%

66%

60%

53%

Travel

Leisure Flights

Business Travel

Hotels for leisure/holidays)

Package Holidays

62%

54%

28%

59%

51%

36%

41%

16%

31%

21%

33%

12%

12%

28%

31%

55%

46%

72%

41%

49%

15%

13%

16%

5%

7%

45%

33%

56%

36%

42%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies foreachproduct category

Selection: Bought at least 1 product of the respective category in the last 12 months&

max.n=18 items)


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23

Research

Online


Offline



Automotive

Cars

Car parts orAccessories

24%

35%

15%

5%

4%

5%

20%

32%

10%

83%

65%

85%

3%

5%

2%

80%

60%

83%

Finance

Car insurance

Home insurance

Personal Loans

28%

26%

19%

20%

9%

9%

4%

2%

21%

17%

16%

18%

78%

74%

81%

80%

5%

4%

4%

8%

75%

69%

77%

72%

Media & Entertainment & Local

Event tickets

Cinema tickets

Real estate e.g. rent a flat)

34%

37%

25%

27%

16%

18%

9%

11%

21%

19%

17%

16%

79%

63%

75%

73%

6%

5%

4%

7%

74%

58%

71%

66%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies foreach

product category

Selection: Bought at least 1 product of the respective category in the last 12 months(

max.n=18 items)

ROPO Behaviour by Product Category 3/3)


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Thank you for your attention!www.consumerbarometer.eu

Documents

Consumer Commerce Barometer Italy