Digital barometer consumer electronics, beauty and fashion

IAB Barometers 08-09Consumer ElectronicsBeauty & Fashion

2IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09© In

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Methodology

Online survey

RFP

1.000 Belgians 15-65

Representative online population

Data: Feb 09 / Apr 09


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IAB Breakfast – Consumer Electronics and Beauty/Fashion – 17/11/09

Visited websitesSatisfaction: 6,2/10

3.000.000


3.950.000

Role of the Internet | Consumer Electronics

Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

6.800.000 Belgians (15-65)

4.600.000 Belgian surfers

(15-65)

3.400.000 Belgian DMU surfers (15-65),

responsible for the purchaseof consumer electronics

68%

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof consumer electronics

72%

94%

Purchased onlinepast 6 months

540.000

No purchase online past 6 months

2.460.000


550.000


3.400.000

Repurchase intention online next 6 months

302.000

Purchase intention online next 6 months

197.000

Repurchase intention online in the future

400.000

Purchase intention online in the future

575.000

74%

18%

56%

82%

8%

89% 86%

14% 86%

73% 17%

2007 Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

2009

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71% bought a ‘consumer electronics’ device online or offline in the past 12 months

Buying cycle phases | Model

Exploration Phase

Comparison Phase

Product and Brand Choice Phase

Purchase Decision

Phase

This section deals with the phase in the purchase process during which you gathered information in

order to learn more about the product or service. It is the situation where you became aware of your desire to purchase consumer electronics. In this phase it is useful to get to know the products/brands and their features. You then consider a number of products

which, at first sight, meet your requirements

In this phase of the purchase process you select a number of alternatives that you would genuinely

consider for your purchase and you look up specific information on concrete product features. In other

words, this phase is a detailed selection of alternatives based on your very specific needs and desires. As a result, you may develop certain preferences in this

phase.

The actual decision and the choice of a specific brand is the next phase in the purchase process. After narrowing down the selection and the development of preferences in the previous

phase, the customer finally goes for one of the remaining alternatives. The choice can be based on the brand, the location where one would like to make the purchase, the

timing of the purchase, the payment, etc. In other words, this phase is the moment when you make your final decision to make an actual purchase, to buy a specific product from a

certain brand

This phase deals with the decision on where to buy the product. The product is available at a number of

shops but you still have to select one specific location. In other words, the purchase location is

determined in this phase

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19% 16% 22% 29% 14%

Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively

89%

12%

82%

18%

83%

17%

78%

22%

Went through phase

Q: If you recall your last purchase of a consumer electronics device, which of the following phases of the purchase process did you personally go through during this purchase? | Q: In each phase of the purchase process, to what extent did you use the Internet?

Buying cycle phases | Internet importance

N = 729/ F = Only if bought a consumer electronics device in the last 12 months

F = Only if bought a consumer electronics device in the last 12 months and went through phase

Exploration phase

Comparison phase

Product / brand choice

Purchase decision

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

N =571

N = 605

N = 595

N = 645

20% 13% 21% 33% 14%


25% 15% 21% 28% 11%


44% 14% 14% 20% 9%


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Q: Which of the following information sources would you consult to select a brand of consumer electronics? Multiple answers possible.Q: During your last visit to a website of a brand/manufacturer or another consumer electronics website, how did you end up on the site?

Consultation information sources and web traffic generation

N = 887/ F = Only if Belgian DMU surfer who visited a brand/manufacturer or another consumer electronics website before

57%

16%

9%

4%

4%

3%

3%

3%

2%

Via a search engine

By entering the website address (URL) directly

Acquaintances, friends and relatives told me about this webs

Via a link on the packaging of the product

Via an online link/banner on a different website or in an electronic newsletter

In a different way

By using my bookmarks / favourites

Via a TV or radio commercial, an ad in a newspaper or magazine

Via a TV or radio programme, an article in a newspaper or magazine

Consultation information sources Web traffic generation

N = 1033/ F = Belgian DMU surfer

69%

64%

51%

42%

40%

37%

24%

23%

15%

13%

11%

6%

6%

3%

54%

60%

45%

47%

34%

37%

19%

19%

14%

17%

12%

3%

5%

1%

In-store material

Friends, relatives,...

Websites

Shop assistant

Free local papers

Magazines

Offline advertising

Newspapers

TV programmes

Online advertising

Product packaging

Other

Radio programmes

Call centre of a certain brand

2009 2007


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Q: To what extent do you agree with the following statements regarding websites for brands/manufacturers or websites on consumer electronics?

Brand impact (% net agreement)

N = 1082 / F = Belgian DMU surfer

Impact KPI 2009 2007 DifferenceLook up information before purchase 55% 54% +1%

Look up information after purchase 55% 63% -8%

Buy more if satisfied with brand/manufacturer site 15% 8% +7%

Brand switch if online promotions 10% 14% -4%

Product / service suitable to be sold online 2% -6% +8%

Negative opinion change if dissatisfied with brand / manufacturer site -10% -6% -4%

Brand switch if online advice or personalized info -19% -7% -12%

Brand switch if ability to buy product/service online -47% -40% -7%

% net agreement = % (fully) agree - % (fully) disagree


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Beauty & Fashion

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1.900.000


3.450.000

Role of the Internet | Beauty and Fashion Products

Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof beauty products

68%

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof beauty and/or fashion products

72%

81%


325.000


1.600.000


966.000


2.484.000

Repurchase intention online next 6 months

192.000

Purchase intention online next 6 months

110.000

Repurchase intention online in the next 6

months560.000

Purchase intention online in the next 6

months200.000

67%

17%

59%

83%

7%

62% 87%

28% 72%

58% 8%

2007 Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

2009

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Went through phase

Q: If you recall your last purchase of a beauty and fashion products device, which of the following phases of the purchase process did you personally go through during this purchase? | Q: In each phase of the purchase process, to what extent did you use the Internet?

Buying cycle phases | Internet importance

Exploration phase

Comparison phase

Product / brand choice

Purchase decision

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

N = 505

N = 560

N = 677

N = 725

N = 884/ F = Belgian DMU surfer and they did bought a beauty and/or fashion products in the last 6 months

57%43%

63%

37%

77%

24%

82%

18%

30% 23% 24% 17% 5%


38% 19% 24% 16% 4%


46% 17% 19% 15% 3%


55% 14% 14% 14% 4%



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Q: Which of the following information sources would you consult to select a brand of beauty and fashion products? Multiple answers possible.Q: During your last visit to a website of a brand/manufacturer or another beauty and fashion products website, how did you end up on the site?

Consultation information sources and web traffic generation

Consultation information sources Web traffic generation

N = 838/ F = Only if Belgian DMU surfer who visited a brand/manufacturer or another beauty and fashion products website before

42%

16%

12%

7%

4%

4%

3%

2%

2%

2%

5%

Via a search engine

By entering the website address (URL) directly

Via a link on a different website or in an electronic newsle

By using my bookmarks / favourites

Via a link in a product brochure

Acquaintances, friends and relatives told me about this webs

Via a banner on a different website or in an electronic news

Via a TV or radio commercial, an ad in a newspaper or magazi

Via a link on the packaging of the product

Via a TV or radio programme, an article in a newspaper or ma

In a different way

N = 1071/ F = Belgian DMU surfer

48%

44%

29%

28%

27%

27%

25%

20%

20%

17%

14%

6%

1%

6%

51%

70%

19%

56%

35%

33%

35%

31%

20%

11%

14%

12%

5%

9%

Magazines

Friends, relatives,...

Websites

In-store material

Product packaging

Offline advertising

TV programmes

Shop assistant

Free local papers

Online advertising

Newspapers

Radio programmes

Call centre of a certain brand

Other

2009 2007


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Q: To what extent do you agree with the following statements regarding websites for brands/manufacturers or websites on beauty and fashion products?

Brand impact (% net agreement)

N = 1031 / F = Belgian DMU surfer

Impact KPI 2009 2007 DifferenceLook up information after purchase 16% 36% -20%

Look up information before purchase 6% -8% +14%

Brand switch if online promotions 2% 8% -6%

Product / service suitable to be sold online -5% -4% -1%

Buy more if satisfied with brand/manufacturer site -12% -20% +8%

Negative opinion change if dissatisfied with brand / manufacturer site -23% -29% +6%

Brand switch if online advice or personalized info -30% -6% -24%

Brand switch if ability to buy product/service online -51% -58% +7%

% net agreement = % (fully) agree - % (fully) disagree


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14

Evolution towards wecommerce

wecommerce

wesearch

webuying


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15

The mixed-mode buying frameDo

Think & Feel

Think

FeelMean all items

Mean all items

Books

Cars, motorcycles, bikes...

CD/DVD/Blu-ray

Clothing/shoes

Computer, hardware and software

Digital music

Electronic equipment

Furniture and home decoration

Hotel/lodging

Household appliances

Movies or TV series in digital format

Other product

Personal care

Plane, train or boat tickets

Telecom services

Tickets to events

Toys/games

10%

20%

30%

40%

50%

60%

70%

20% 30% 40% 50% 60% 70% 80%

Inte

rnet

op

po

rtu

nit

y fo

r sa

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(If

pu

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ased

, % p

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Internet opportunity for pre-sales(% searched online / Filter: if purchased)

Q: To what extent did you look for information offline (e.g. in a shop, product brochure...) and/or online (e.g. product review website, brand website...) BEFORE the purchase? (n EU = 8.287)Q: Which products or services have you purchased in the last 12 months for personal use? Source: MC DC 2009 online research