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Changing consumer behavior in Lithuania: CCB research resultsRegimantas UrbanasMarketing manager, Baltics
2014-03-14, Vilnius
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Introduction
www.linkedin.com/in/regimantasurbanas
3,5 years
&
2 years
2 years
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What we’re going to cover today
Fresh new data and insights from Consumer Barometer in Lithuania:• Products & services being purchased on-line by Lithuanian users in
36 product categories in 7 verticals.• Product research & purchase path in Retail & Technology verticals• ROPO process • Average expenditures by product categories on-line vs off-line
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www.consumerbarometer2013.com
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TNS /Google Consumer Barometer
National Representative Digital Consumer
•1,000 respondents•connected devices•online usage
•2,500 respondents•(e)Commerce (7 industries, 36 product categories)
•Attitudes
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Consumer Barometer: 36 products
RetailPersonal appliances Domestic appliancesBooksClothing & accessoriesCDs/DVDsToysFootwearGifts, flowers, greetingsDIY, Tools, Garden EquipmentHome furnishings/furnitureHome and household goodsSports gear and equipment
Groceries & HealthcareHealth productsGroceriesCosmetics/beauty products
Media & EntertainmentCinema ticketsEvent tickets (e.g. concerts, theatre, sport)Video games
TechnologyMobile phone subscriptionAudio devices (iPod, MP3 player, etc.)Computer hardware (PC/laptop/Tablet)Digital camera/camcorderVisual devices (TV/ DVD player, etc.)Computer softwareMobile phone (handset)Computer peripherals (printer/scanner, etc.)
AutomotiveCarsCar parts or accessories
TravelBusiness travel (flights, hotels, car hire, etc.)Hotels (for leisure, holidays)Package holidaysLeisure flights
Finance & Real EstatePersonal LoansHome insuranceCar insuranceReal estate (e.g. rent or buy house/flat)
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35% use a Smartphone, 9% a Tablet in Lithuania
Penetration of connected devices in Lithuania (in total population)
TabletDesktop/ Laptop/ Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013
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Watch out for the Generation Y!
Penetration of connected devices in Lithuania
TabletDesktop/ Laptop/ Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013
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Smartphones less than 2 years behind the UK.
Smartphone penetration in UK and Lithuania
Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013
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On tablets, LT has a higher penetration than FR or DE 1 year ago
Tablet penetration in Germany, France and Lithuania
Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013
2013 2012 20132013 2012
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Impact on shopping behaviour
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Path to purchase: then
See print or TV ad Go to store and make decision Use product
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Path to purchase: now!
See ad on one of the 4 screens
Buy online or in store
Use product and share experience
Research and decide online
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27% of purchases in Lithuania are made online
% of online users who made their last purchase online (average all products)
Source: TNS, Consumer Barometer, 2013
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… but 75% research online prior to purchase!
% of online users who bought online resp. researched online before buying
Source: TNS, Consumer Barometer, 2013
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ROPO. Research Online Purchase Offline.
RESEARCH OFFLINE
PURCHASE ONLINE
Source: TNS, Consumer Barometer, 2013
RESEARCH ONLINE
PURCHASE OFFLINE
RESEARCH OFFLINE
PURCHASE OFFLINE
RESEARCH ONLINE
PURCHASE ONLINE
ROPO
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49% do “ROPO” (Research Online, Purchase Off)
Source: TNS, Consumer Barometer, 2013
% of online users who bought online resp. researched online before buying offline
Source: TNS, Consumer Barometer, 2013
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ROPO is most important for verticals with lower share of online purchases
Source: TNS, Consumer Barometer, 2013
% of online users who bought online resp. researched online before buying offline
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And “ROPO” will only grow
sometimes use their mobile phone when shopping in a store to find more information about products
30%
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Which information sources are most important? Ranking of the most important information sources
1 2 3 4 5 6 7
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Search is key in the online research process...
57%of purchasers used a search engine to do research before purchasing
Source: TNS, Consumer Barometer, 2013
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How intensely used are search engines?
Online research Search engine
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Planned or impulse purchases - when doonliners start researching for the product?
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When did you start your research?
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Purchasing cycle
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Where do onliners look for product info ONLINE
Information sources that drive the final purchase
decision
Information sourcesat the beginning
Information sources generally used
ONLINE
ONLINE
OFFLINE
indexed Ranking of touchpoints generally used
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What do LT onliners think about shopping?
Leading brands are fond on top of the search results page Placement on the search result page reflects the importance of the brand Search results with local information are more relevant
Websites that are recommendedby friends are more important
Mobile phone usage in a store to findmore information about products
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Your major takeaways from the session
Use CCB dataUse data about Lithuanian and users from other countries on www.consumerbarometer2013.com in order to understand how changes of consumer behaviour are impacting your business.
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Your major takeaways from the session
ecommerce is growingincreasing number of customers are buying on-line in Lithuania, but even the ones, which are not buying on-line now, are still performing search on-line during their purchase decision making time.
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Your major takeaways from the session
internet search is 2ndon the list of most reliable sources of information for Retail and Technology customers, just after official manufacturer site.
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Thanks for your attention!Any questions?