the main global survey findings

2016
METHODOLOGY
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.
Sample size: 1,000 web users
per country aged 18 – 64
(quota method: gender, age,
income or social profile,
region).
USAGE
SMARTPHONES ARE INCREASINGLY IMPORTANT
DURING ALL STAGES OF THE CUSTOMER JOURNEY.
What devices do online shoppers own and
how do they use them?
USAGE
WHICH DEVICES DO ONLINE SHOPPERS USE?
Ownership of mobile devices is now widespread across all countries
SMARTPHONE
94% in
2016
TABLET
73% in
2016
LAPTOP
90% in
2016
DESKTOP
75% in
2016
WEARABLE
DEVICES
29% in
2016
CONNECTED
TV
61% in
2016
What devices do you
personally use?
USAGE
SMARTPHONES
Daily usage and shopping online
High smartphone usage
for online purchases
100
Smartphone
used to
purchase online
(in %)
95
Medium smartphone
Mid smartphone usage
usage for online
for online purchase
purchases
90
85
80
75
70
65
Low smartphone
usage for online
purchases
60
55
50
70
75
80
85
90
95
100
Daily general
usage among
users (%)
USAGE
MULTI-DEVICE BEHAVIOURS
Anytime, anywhere, on any device
ON AVERAGE PEOPLE USE 3.9 DEVICES
What devices do you
personally use?
ECOMMERCE
USAGE
SHOPPING BEHAVIOUR BY DEVICE
Online shopping has become common in all countries,
although there are some differences in terms of sophistication.
SMARTPHONE
TABLET
LAPTOP
DESKTOP
68%
55%
83%
68%
of online shoppers
of online shoppers
of online shoppers
of online shoppers
How frequently do you
purchase online, by device
used?
PRE-BUYING BEHAVIOUR
HOW DO SHOPPERS RESEARCH PRODUCTS?
PURCHASE PROCESS
FIRST SOURCE OF INFORMATION
Main sources of information used
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.
RETAILER
WEBSITE APPS
STORE
FAMILY
& FRIENDS
PRICE
COMPARISON
SITES
26%
8%
10%
16%
in 2016
In 2016
In 2016
In 2016
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.
PURCHASE PROCESS
USERS’ OPINIONS AND COMMENTS
Friends and family are
important in the buying cycle:
35% of shoppers consult them
– as much as they use
consumer review sites:
Impact of digital voices in the purchase process
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
 Brands’ websites do not always
provide users’ comments. Perhaps
this explains why they are less used
before online purchases…
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
RETAIL (STILL) RULES
IN-STORE SHOPPING STILL DRIVES 90%* OF SALES
Understanding the real reason for retail preference
*FEVAD SOURCE
RETAIL
MOB RESISTANCE
THE ADVANTAGES OF BUYING IN-STORE
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%).
AVAILABILITY
(65%)
2
PRODUCT TESTING
(67%)
1
STORE
PROXIMITY
(43%)
3
Sales advisers’ expertise is not seen as a key benefit (32% of
respondents referred this, only 10% first)  There is a lack of
perceived added value as consumers are now as informed as
salesmen thanks to the internet
Which one of the following is most likely to
make you prefer to buy in-store rather
than online?
RETAIL RESISTANCE
WHAT ARE YOUR EXPECTATIONS
FROM A RETAILER OR BRAND
WHEN BUYING ONLINE?
AVAILABILITY OF
DELIVERY
(55%)
2
ONLINE PURCHASE
ADVANTAGES
AVAILABILITY OF
PRODUCT
(59%)
1
PRODUCT
INFORMATION
(54%)
3
BENEFIT FROM SPECIAL
OFFERS OR BETTER
PRICES
TAKE TIME TO THINK
ABOUT THINGS
(93%)
MORE CHOICES
(88%)
2
1
(85%)
3
Expectations from a retailer or a
brand when buying online ?
E-COMMERCE
WHENEVER, WHEREVER, HOW EVER.
This is the way new connected consumers shop.
ECOMMERCE
CONSUMER EXPECTATION
Maximum delivery time
82%
VS
18%
of people
expect 1 day or less
of people
expect more than 1 day to be the
maximum delivery time
In general, what is the maximum
delivery time you will expect ?
ECOMMERCE
PURCHASE FROM CATEGORIES
Top 3 per country
United States
France
England
Culture
Fashion
92%
88%
Technology
Fashion
Culture
87%
86%
89%
Culture
87%
Denmark
Technology
81%
Leisure-travel
Household
items
Leisure-travel
80%
80%
84%
China
92%
88%
8%
Netherlands
Fashion
Fashion
Technology
Belgium
Fashion
Fashion
87%
80%
Culture
Technology
86%
81%
Sweden
Technology
85%
Leisure-travel
83%
Hong-Kong
Culture
77%
75%
Culture
90%
86%
89%
Singapore
Fashion
86%
88%
Technology
87%
Leisure-travel
Household
items
Italy
Spain
Technology
Fashion
86%
90%
Culture
87%
Culture
Germany
Fashion
82%
Culture
Fashion
82%
80%
India
Australia
Food
Fashion
Fashion
Fashion
94%
87%
Fashion
85%
82%
93%
Household
items
Leisure-travel
89%
79%
Technology
74%
Leisure-travel
Health-beauty
Culture
79%
76%
82%
Technology
82%
Household
items
90%
Technology
89%
ECOMMERCE
ONLINE PURCHASE DRIVER
46%
18%
OF PURCHASES ARE
MOTIVATED BY
THE PRICE
OF PURCHASES HAPPEN
BECAUSE THE PRODUCT
WAS NOT AVAILABLE
IN-STORE
OF PURCHASES TAKE
PLACE ONLINE BECAUSE
THE SHOPPER WANTS
STAY
AT HOME
MAINLY FOR
MAINLY FOR
MAINLY FOR
PRICE is the main online
purchase driver in all product
categories, ahead of choice
and comfort.
14%
What was the main motivation behind
this purchase ?
ECOMMERCE
PURCHASE ALONE OR ACCOMPANIED
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.
62%
OF PURCHASES ARE
MADE ALONE
ALONE FOR
38%
OF PURCHASES ARE
MADE ACCOMPANIED
TOGETHER FOR
SHORT
LONG
Did you make this purchase alone or
accompanied by someone?
ECOMMERCE
PURCHASE AND MULTITASKING
During the purchase…
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.
25%
OF PURCHASES ARE
MADE WHILE
WATCHING TV
SPECIALLY FOR
13%
OF PURCHASES
ARE MADE WHILE
LISTENING TO THE
RADIO OR MUSIC
SPECIALLY FOR
7%
OF PURCHASES
ARE MADE WHILE
EATING
SPECIALLY FOR
While you make your purchase, were you
doing another activity at the same time ?
ECOMMERCE
ROOM FOR IMPROVEMENT
Level of satisfaction
In summary, the quality of
recommendations should be
improved – and consumer
reviews are an important part of
the online purchase journey.
PRICE
WEBSITE AND APP EASE OF USE
QUALITY OF
RECOMMENDATIONS
ESPECIALLY FOR
EASE TO FIND THE PRODUCT
AMOUNT OF CHOICE
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