regimantas urbanas: pokyčiai vartotojų elgsenoje / consumer barometer studija

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Changing consumer behavior in Lithuania: CCB research resultsRegimantas UrbanasMarketing manager, Baltics

2014-03-14, Vilnius


Introduction

www.linkedin.com/in/regimantasurbanas

3,5 years

&

2 years

2 years


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


www.consumerbarometer2013.com


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


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)


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


Watch out for the Generation Y!

Penetration of connected devices in Lithuania

TabletDesktop/ Laptop/ Webbook

Smartphone

Source: TNS, Connected Consumer Study, 2013


Smartphones less than 2 years behind the UK.

Smartphone penetration in UK and Lithuania

Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013


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


Impact on shopping behaviour


Path to purchase: then

See print or TV ad Go to store and make decision Use product


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


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


… but 75% research online prior to purchase!

% of online users who bought online resp. researched online before buying



ROPO. Research Online Purchase Offline.

RESEARCH OFFLINE

PURCHASE ONLINE


RESEARCH ONLINE

PURCHASE OFFLINE

RESEARCH OFFLINE

PURCHASE OFFLINE

RESEARCH ONLINE

PURCHASE ONLINE

ROPO


49% do “ROPO” (Research Online, Purchase Off)


% of online users who bought online resp. researched online before buying offline



ROPO is most important for verticals with lower share of online purchases


% of online users who bought online resp. researched online before buying offline


And “ROPO” will only grow

sometimes use their mobile phone when shopping in a store to find more information about products

30%


Which information sources are most important? Ranking of the most important information sources

1 2 3 4 5 6 7


Search is key in the online research process...

57%of purchasers used a search engine to do research before purchasing



How intensely used are search engines?

Online research Search engine


Planned or impulse purchases - when doonliners start researching for the product?


When did you start your research?


Purchasing cycle


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


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


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.

http://www.consumerbarometer2013.com

http://www.consumerbarometer2013.com



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.



internet search is 2ndon the list of most reliable sources of information for Retail and Technology customers, just after official manufacturer site.


Thanks for your attention!Any questions?

regimantas urbanas: pokyčiai vartotojų elgsenoje / consumer barometer studija

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