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Meta anlysis of 5 spanish ropo studies minerva overview 2013 (1)

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Information about Meta anlysis of 5 spanish ropo studies minerva overview 2013 (1)
Business & Mgmt

Published on April 1, 2014

Author: Ikusmer

Source: slideshare.net

Description

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en España, Google ha encargado un estudio a la consultora El Departamento en relación a cinco sectores: viajes, moda, belleza (marcas premium), hogar & jardín y seguros.

Entre las principales conclusiones, destaca la que señala que el papel de Internet en el proceso de compra está principalmente centrado en la búsqueda de información, siendo un común denominador de comportamiento el denominado ROPO (Research Online, Purchase Offline). El 35% de las personas que hacen compras en los sectores de viajes, moda, belleza (segmento premium, hogar & jardín y seguros ha realizado con anterioridad una búsqueda de información en Internet).

Del mismo modo, aumenta muy rápido la penetración de las tabletas, con un patrón de comportamiento más parecido al que se da en el ordenador de mesa que al que se registra para el móvil. Así, la utilización de tabletas en el proceso de compra es mayor que la de smartphones en categorías como moda y hogar & jardín
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1 Overview 2013 Meta analysis of Spanish ROPO studies_ Minerva Google Market Insights Spain March 2014

Google Confidential and Proprietary CONTENTS 2 1 Research summary 2 Background & Methodology 3 Research results 3.1 Presence of internet in the path to purchase 3.2 Drivers and barriers of online purchase 3.3 The role of mobile

1. Research summary

Google Confidential and Proprietary Research summary Key insights 4 1 Role of Internet in the path to purchase is mainly focus on research , with ROPO (research on, purchase off) being a common purchase behavior. 2 Lack of shopping ritual is the main barrier to online purchase with different impact across categories 3 Online purchase is gaining relevancy for verticals such as travel and apparel : convenience, range and price are key drivers for online purchase 4 Use of smartphone for searching is widespread, while travel and apparel are the first verticals jumping to mobile purchase 5 Table penetration is growing really fast, and in parallel the device is gaining presence in the path to purchase with a more similar-to-desktop usage pattern than smartphones (more suitable to finish the purchase)

Google Confidential and Proprietary 5 • Reassuring e-commerce: improve the clarity of conditions, allow to talk or chat to a person throughout the purchase process… • Improve and widen the online range of products to better attract segments driven by range and price, not just convenience • Provide more “trust certificates” to overcome the fear of getting pirate or fake copies. • Improve the “experiential” atmosphere of the websites to attract segments of consumers who are eager to try new products and who want to enjoy the purchase process instead of just buying for price. • Better integration of online and offline channels in order to increase the traffic of clients from one to another. • Improve the “experiential atmosphere” at the websites and try to reproduce the shopping experience by exploiting the advantages of the internet (creating an online shopping ritual) • Better adaptation of ecommerce to mobile devices: fewer steps before the final purchase, easier ways of payment… Research summary Learnings & Business opportunities In all categories purchasers demand adaptation of the webs to mobile devices. And also… INSURANCE TRAVEL APPAREL BEAUTY (Prem.) H&G

1. Background & methodology

Google Confidential and Proprietary Background and methodology Study approach • This report is a meta analysis of 5 consumer orientation studies done in 2013 by Added Value (www.added-value.com)  Those studies were locally labbeled as “Minerva” ROPO research platform • The report aims to describe the role of Internet in the path to purchase and compares main data points that are available for a comparison of the 5 verticals • The study is survey based and looks at total (offline & online) Spanish population • More than 4.800 interviews were conducted assuring a minimum sample size of 300 purchasers by vertical 7

Google Confidential and Proprietary Background and methodology Technical details (I) 8 Telephonic interviews at random (landline and mobile) Fieldwork between December 2012 and November 2013 General Population (offline&online) more than 16 years old Representative on gender, age and region 1.500 1.400 600 529 775 1.252 1.386 300 320 318 Total Interviews Number of purchasers (1) CATEGORIES (PREMIUM) (1) See on next page definition of each category purchaser Technical specifications

Google Confidential and Proprietary Background and methodology Technical details (II) 9 Has bought or has considered buying (or renewed but taking into account other options) a car/motorbike insurance, life insurance, private healthcare insurance or house insurance within the last 12 months Has bought a piece of furniture / garden / beds, lamps or complements for home in the last 12 months. Has bought at least one product of the brands within the premium segment in the last 6 months. Has bought any piece of clothing within the last 12 months Has travelled out of its town spending at least one night of accommodation in the last 12 months (PREMIUM) Definition of category purchaser

Google Confidential and Proprietary Background and methodology Minerva´s positioning vs “Consumer Barometer” research 10 Provides insight into how consumers use online and offline information sources in their purchase process MINERVA  A LOCAL further step to develop deeper insights on search and purchase of SPECIFIC CATEGORIES WITH KEY RELEVANCE IN THE MARKET (such as Insurance, Apparel, Beauty Premium Range, Travel and Home & Garden)  A methodology that allow us to have a BROADER VIEW OF THE FULL SPANISH POPULATION (not only onliners)

Google Confidential and Proprietary Background and methodology Minerva´s positioning vs “Consumer Barometer” research 11 • Data collection: CAWI Interviews collected among internet panellists (questionnaire: similar themes but different structure) • Target: 18 y/o or older • ROPO figures referred to “last purchase of the category” • Latest fieldwork collected in 2012 • Data collection: CATI Interviews collected over the phone among representative Spanish population (questionnaire: similar themes but different structure) • Target: 16 y/o or older • ROPO figures referred to “has ever used online in the path to purchase” • Fieldwork collected in 2013 MINERVA 2013 …But all in all overall indicators related with the presence of online in the purchase process are in line in both researches

3. Research results

Google Confidential and Proprietary Research results 3.1 Presence of internet in the path to purchase (I) 13 69% 98% 32% 59% 47%Category penetration INSURANCETRAVEL APPAREL BEAUTY (Premium) HOME&GARDENFind definition for each category on the “methodology” section 77% 52% 41% 49% 46% 16,5M 17,3M 4,1M 9M 6,7M Presence of internet in path to purchase (Research and/or purchase) [*] Absolutes (Individuals) Base: Category purchasers [*] Have ever used internet in the path to purchase for the category Average: 53% On average, one out of two category purchasers use Internet in their path to purchase. Looking at verticals, Internet usage is particularly intensive for travel (77%)

Google Confidential and Proprietary Research results 3.1 Presence of internet in the path to purchase (II) 14 34% 43% 34% 33% 38% 36%ROPO: Search online/ purchase offline Online purchase INSURANCETRAVEL APPAREL BEAUTY HOME&GARDEN 77% 57% 41% 49% 46% Presence of internet in the path to purchase (TOTAL) 7,2M 10,3M 3,3M 7M 5,3M 23% 8% 11% 10% (PREMIUM) Base: “Have ever used internet in the process of search and purchase of the category” Online is overall more present in the research than in the purchase, working as a source of inspiration and comparison. Online purchase is gaining relevancy is verticals such as travel and apparel Average: 35% Average: 18%

Google Confidential and Proprietary Research results 3.2 Barriers to online purchase 15 APPARELH&GINSURANCE 69% 33% 9% 54% 42% 21% 50% 27% 17% 34% 42% 13% Cannot see the product Enjoys going shopping Does not trust the payment method Doesn’t like to give personal details Difficult reimbursement Doesn’t know if it will be available immediately Prefers seeing the product Doesn’t trust the information given Does not trust the payment method Doesn’t like to give personal details Fear of fake copies Expensive shipping costs Difficult reimbursement Prefers seeing the product Cannot fit in / don’t know if it will fit well Doesn’t find it trustworthy Does not trust the payment method Difficult reimbursement Expensive shipping costs Prefers to talk to a person Doesn’t like to give personal details Doesn’t find the information needed Prefers to handle it through another person BEAUTY (Premium) 1. Shopping ritual (avg: 52%) 2. Distrust (avg: 36%) 3. Logistics (avg: 15%) Base: Have never bought online * Data for TRAVEL are not shown since this precise question was not included in this survey (since the study in this sector had different research objectives that the other sectors) Lack of shopping ritual outstands as the main barrier to online purchase, with different impact across verticals

Google Confidential and Proprietary Research results 3.2 Barriers to online purchase_ Additional learnings 16 • The lack of a shopping ritual is the primary barrier for the most ludic and “experiential” categories (sus as apparel or beauty) where purchasers miss the playful nuances of a playful shopping • Lack of trust towards the internet proved to be more relevant for beauty and insurance  Beauty premium range purchasers fear to buy false copies of the products (not original brands)  For insurance, purchaser are not totally comfortable by having to give personal information through the web, and also miss some “personal” support to guide the purchase process • Logistics problems derived from the products shipment and reimbursement are quite commonly referred fears in home&garden

Google Confidential and Proprietary Research results 3.3 Drivers of online purchase 17 1. Convenience (avg: 63%) 2. Range (avg: 61%) 3. Price (avg: 57%) Base: Have never bought online * Data for TRAVEL are not shown since this precise question was not included in this survey (since the study in this sector had different research objectives that the other sectors) Convenience, range and price are the most important drivers of online purchase, but deeper insights can be gotten by looking at different impact for vertical Do it from home Anytime 78% Internet has a wider range Get something difficult to find 78% Find better prices 66% Do it from home Home delivery 43% Find products difficult to find around your place48% Find better prices 60% Do it from home Anytime 85% Find products difficult to find Wider range for choice52% Find better prices 32% Do it from home Anytime 46% Coverage and price comparisons 67% Find better prices 73% APPARELBEAUTY (Premium) H&GINSURANCE

Google Confidential and Proprietary Research results 3.3 Drivers of online purchase_ Additional learnings 18 • Convenience is more important in home&garden:  Purchasers here especially values the convenience of being able to shop from home, avoiding the trip to shop and queues, and taking the (usually big and heavy) goods home. • Balance of convenience, range and price drive online purchase in apparel  Internet allows purchasers to buy easily from home, being able to select among a wide range of products and to take advantage of big discounts. • Price is the key driver in beauty (premium range)  Purchasers here understands that, being aware of fakes, Internet is a good place to get the best deals. • Price is also particularly relevant in insurance  Internet is perceived as the perfect channel to find the company and product that best fits their needs and economic expectations.

Google Confidential and Proprietary Research results 3.4 The role of mobile_ Smartphone&tablet penetration on total ES population 19 Smartphone penetration in Spain is skyrocketing while tablet´s shows a x3 positive YoY evolution 33.0 4.0 44.0 7.0 55.0 21.0 Smartphone penetration Tablet penetration 2011 2012 2013 x 1.6 x 3.0 Source: Google, Enumeration Survey (TNS)

Google Confidential and Proprietary Research results 3.4 The role of mobile_ smartphone´s presence in the path to purchase 20 High smartphone penetration among category purchasers give us an idea of the potential of mobile. Smartphone usage in the path to purchase is particularly high for travel and apparel (*) Source: Google, Enumeration Survey (TNS) 55% Penetration of devices among General Population (*) INSURANCE TRAVELAPPAREL BEAUTY (Premium) HOME&GARDEN 61%67% 72% 76% 72% 9,6M 1,8M 4,5M 2M 7,4M Individuals 47% 25% 32% 19% 57% Smartphone penetration among category purchasers (%) % of smartphone owners who used the device in the path to purchase

Google Confidential and Proprietary Research results 3.4 The role of mobile_ smartphone usages 21 1. Find info (avg: 61%) 3. Share (avg: 14%)2. Buy (avg: 17%) Base: Category purchasers who have ever used the device in the path to purchase for Use of smartphone for searching is widespread, while travel and apparel are the first verticals jumping to mobile purchase Addresses, timetables, product information… Send pictures, videos, comments… Finalise the purchase INSURANCE TRAVEL APPAREL BEAUTY (Prem.) H&G 59% 66% 65% 55% 61% 34% 0% 15% 0% 20% 20% 10% 16% 9% 28%

Google Confidential and Proprietary Research results 3.4 The role of mobile_ tablet´s presence in the path to purchase 22 (*) Source: Google, Enumeration Survey (TNS) INSURANCE TRAVELAPPAREL BEAUTY (Premium) HOME&GARDEN 9,6M 1,8M 4,5M 2M 7,4M Individuals 54% 21% 34% 25% na Smartphone penetration among category purchasers (%) % of tablet owners who used the device in the path to purchase 21% na22% 30% 32% 35% Despite lower penetration, usage of tablets in the path to purchase among owners is even higher than smartphones for categories such as apparel and home &garden

Google Confidential and Proprietary Research results 3.4 The role of mobile_ tablet usages 23 1. Find info (avg: 61%) 3. Share (avg: 5%)2. Buy (avg: 18%) Base: Category purchasers who have ever used the device in the path to purchase for Tablet follow a more similar-to-laptop usage pattern, being perceived as more suitable to finish purchases while pictures or videos sharing s is not so popular Addresses, timetables, product information… Send pictures, videos, comments… Finalise the purchase INSURANCE TRAVEL APPAREL BEAUTY (Prem.) H&G 57% 63% 69% 64% na 8% 0% 11% 0% na 2% na 30% 20% 20%

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