Consumer Barometer

Transcription

Consumer Barometer

Consumer
Barometer
Country Report –
Switzerland
CH
Table of Content
Where to find what
The Multiscreen World
- 
- 
Internet usage
Devices
The Smart Shopper
- 
- 
- 
- 
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Research behavior
Purchase behavior
Local shopper
International
Industries
The Smart Viewer
- 
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Online Video
Consumer Barometer 2015
Local Report
06-10
11-15
16-25
26-31
32-35
36-42
43-89
90-96
SLIDE
2
What is the Consumer Barometer?
The Consumer Barometer 2015 is a
tool to help you understand how
people use the internet.
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Local Report
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3
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Executive Summary
The Top 3 Trends that define Switzerland
Local Report
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4
The 3 Trends in Switzerland
The future is mobile
81% of the Swiss consumers state that the internet is the first place they look when
they need information. 61% use a smartphone to go online while watching TV.
The shopper is an online shopper
75% of all sales – offline and offline – are driven by online research. 2/3 use the
internet for getting early inspiration.
Millions of online video views
50% watch YouTube at least weekly and 56% of the Swiss’ prefer online videos
5 minutes or less.
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5
The Online and Multiscreen World
Quantify and understand internet usage and attitudes across
various devices.
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Where are the consumers? Online!
8 out of 10
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of the Swiss consumers
are online at least once a day
Source: The Connected Consumer Survey 2015
Question: How often do people go online (for personal Internet usage)?
Base: Internet users (accessing via computer tablet or smartphone)
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7
Switzerland is online
Especially consumers under 34 are online often
How often do you go online?
Do you go online every day?
92%
4
91%
16
80%
%
79%
68%
21%
80
8%
Daily
Weekly
Monthly or less
Under 25
9%
20%
25-34
35-44
Yes
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32%
45-54
No
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8
Over 55
Why do people go online?
The consumers go online for personal reasons and to look for information
85% use the internet for personal reasons
81% state that the internet is the
first place they look for information*
81
%
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*Question asked: To what extent do you agree or disagree with the
following statements? Please evaluate each of the following statements
on a scale from 1 – strongly agree to 5 –strongly disagree.
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9
People are even online when they’re watching TV
The Swiss consumers go online using their smartphone while watching TV
Which devices do people use to go online while watching TV (%)
48%
Use devices to go online while
watching TV
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61
37
Computer
32
Tablet
Question: Do people go online on their devices while watching TV?
Base: Internet users (accessing via computer tablet or smartphone) | TV
Viewers | Use Internet in Parallel to TV
Smartphone
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10
Switzerland has more screens than ever
3.1 {
devices pr. person
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There are devices
connected to the internet
pr. person in Switzerland
in 2015.
This is an 11% growth
from 2013.
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11
7 out of 10 have a smartphone
Which devices do people use?
Tablet
38
%
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Smartphone
Computer
72
84
%
Base: total online and offline population
%
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12
How does Switzerland compare?
Switzerland has more smartphones than the European average.
Which devices do people use?
How does the demographics look?
Smartphone usage rate
61
%
ofof
the
the
world
Europeans
have have
a smartphone
a smartphone
55 and over
44%
83%
45-54 years
85%
35 - 44 years
87%
25 - 34 years
97%
Under 25 years
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Base: total online and offline population
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13
How do people use their smartphone?
What online activities do people do on their smartphones at least weekly?
17%
17%
Listen to music
Look up maps and directions
16%
Look for product information
Purchase products / services
3%
30%
Watch online videos
Play games
8%
47%
Check email
Visit social networks
33%
47%
Use search engines
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Base: Internet users (accessing via computer, tablet or smartphone)
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14
Search is mobile
5 out of 10 are using
search engines
via smartphones at
least weekly
…making it crucial for businesses to think mobile.
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15
The Smart Shopper
Focuses on the consumer purchase journey and the role of the
Internet in making purchase decisions.
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16
Swiss consumers go online when researching for
products
Did people do any online or offline research prior to their recent purchase?
55
%
Research
prior to purchase
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17
%
are researching
online only
SLIDE
Cinema Tickets
In which industries are consumers
researching online?
Flight Tickets
Hotel Stays
89%
88%
78%
Televisions
Mobile Phones
71%
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Ground Travels
71%
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70%
Real Estate
Personal Loans
76%
74%
Laptops
Music
65%
Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their
recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
65%
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18
In which industries are consumers researching
online? (continued)
Home appliances
Home Furnishings
64%
59%
Restaurants
30%
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Vitamins & OTC* Remedies
30%
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Car Insurances
59%
Make-up
28%
Do it yourself
Clothing & Footwear
46%
42%
Groceries
Hair Care
26%
* Over-the-counter remedies
recent purchase?
20%
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19
How are people researching?
The consumers use the internet to compare choices prior to purchase
In which part(s) of the purchase process did people use the Internet?
46%
What online sources did people use
to make a purchase decision?
39%
32%
29%
41%
20%
23%
Looked for early
inspiration
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Compared choices
online
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Sought advice
online
Prepared for
immediate
purchase*
*found where to buy/found location/made contact
Brand
websites
SLIDE
Retailer
websites
20
Search
Engine
Online advertising and research is essential
How did people first hear about the product/offer they bought?
Previous experience
20
%
9
20
39
12
Other people
Research
Advertising
For 52% of the consumers online is
the first source of product awareness
during pre-purchase research.
Other
What specific source informed people who first learned
of their purchased product via product research?
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21
Research leading to a purchase
Search engines are essential in making a purchase decision
42
%
Use a search engine to
get informed before making
a purchase.
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Online Video
Price comparison sites
7%
10%
Retail website
Brand website
20%
23%
Search engine
42%
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22
Smartphones and product research
Which devices did people use for product research? (Smartphone)
Under 25 years
48%
25-34 years
33%
35-44 years
18%
45-54 years
55 and over
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12%
6%
Local Report
Answering based on a recent purchase (in select categories) |
Researched online
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23
How are smartphones used for online research?
In which part(s) of the purchase process did people use a smartphone?
39%
Looked for early
inspiration
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33%
Compared choices online
Local Report
27%
Sought advice online
Researched online on a smartphone
25%
Prepared for immediate
purchase
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24
People are going mobile, but some issues occur
53
%
are experiencing issues when accessing
websites via their smartphone
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And 27% find another website
that works better on smartphone
Base: Internet users (accessing via smartphone) | Encountered difficulties
accessing websites via smartphone
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25
34% of the Swiss are online shoppers
Where did people make their purchase?
34%
66%
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*Online/Email
Online*
Offline/other
SLIDE
26
The Online Customer Journey
Online research
55%
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Online purchase
Offline purchase
27%
28%
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recent purchase?
SLIDE
27
Consumer behavior in different ages
Research online
Purchase offline
Under 25
25-34 years
35-44 years
45-54 years
Over 55 years
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Research online
Purchase online
33%
25%
32%
29%
31%
28%
29%
24%
22%
26%
Local Report
Question: Did people research or purchase their product online or
offline?
SLIDE
Consumer behavior in various industries
Research online, purchase online
Research online, purchase offline
78%
66%
50%
38%
36%
23%
Car
insurance
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21%
Cinema
tickets
33%
14%
Clothing &
Footwear
11%
Flights
(leisure)
Local Report
2%
23%
Groceries
25%
Home
appliances
51%
46%
22%
Hotels
(leisure)
5%
22%
Make-up
offline?
Base: Internet users (accessing via computer, tablet or smartphone) |
25%
Mobile
phones
SLIDE
29
19%
Television
Consumer behavior in various industries (continued)
Purchase online
Research Online, purchase offline
57%
55%
45%
31%
33%
23%
26%
15%
7%
Do It Yourself
(DIY)
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Ground Travel
(Long-Distance)
37%
Hair Care
34%
27%
13%
41%
27%
26%
3%
8%
Home
Furnishings
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Laptop
Music
Personal Loan
offline?
Real Estate
SLIDE
Restaurants
30
20%
10%
Vitamins & OTC
Remedies
Easy to find, easy to purchase!
5 out of 10
of the consumers
only consider 1-2 brands
before purchase
…which makes it crucial for the brands to be top of mind
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Question: How many brands were considered before purchase?
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31
The Local Shopper
The consumer purchase journey and the role of the internet for
local business
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32
Local Behavior
How do people research for local businesses?
57
%
Researched locally
a day or less before
visiting.
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… and 89% only consider 1-3
local businesses before deciding
where to buy.
Searched for information about local business(es) in the past month
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33
Local Shoppers research practical information
What type of local information are the consumers researching?
37%
Business location
50%
44%
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Prices
Business hours
SLIDE
34
Smartphones and local business
3 out of 10 use a smartphone when looking for local information
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35
The international Shopper
The consumer purchase journey and the role of online for
international purchases
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36
How big is international purchase?
75% of the
Swiss consumers
have made
an international
purchase before
Which products do people purchase in other countries?
36%
16%
Beauty and
health
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33%
Books, CDs,
DVDs or
games
Clothing,
accessories
and footwear
13%
13%
Computer
hardware
Toys
Ever purchased a product / service online from abroad
SLIDE
37
9%
Sport
equipment
Why do people purchase products online from
foreign countries?
3 out 10 buy from foregin countries because
they receive an appealing offer
38
38%
29
Are willing to accept
longer delivery time
%
22
shop in foregin countries
% to get a broader selection
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Why did people purchase products online from foreign countries?
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38
Challenges of international purchase
Many consumers have made an international puchase, but some issues ouccur
3 out of 10 experience issues
concerning the website usability
A common issue is
that websites doesn’t
offer international shipping
43
%
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Local Report
SLIDE
39
The Smart Shopper – Car insurance
The consumer purchase journey and the role of the internet in
making their last purchase decision
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40
Car insurance: Highlights
The consumers compare
insurance policies online
56%
27%
22%
Online research has a
substantial impact on
offline purchases
36
%
Compared Got ideas
choices
Made
contant
How did people use the Internet to
help make their purchase decision?
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Local Report
Researched online before
purchasing offline
Did people research or purchase
their product online or offline?
Researched online
Search engines is a
key driver in online purchase
45%
33%
Search
Engine
Insurer
(direct)
28%
Price
Comparision
site
What online sources did people
use to make a purchase decision?
SLIDE
41
Car insurance: Highlights
21% are using
their smartphone when
researching for car insurance
21
53% are encountering
issues accessing
websites via smartphone*
People will find another
website that works better
on their smartphone*
27
%
%
Which devices did people
use for product research?
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Local Report
How often do people encounter
issues accessing websites via smartphone?
What do people do after encountering issues
accessing websites via smartphone?
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care,
Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones,
Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies
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42
The Smart Shopper – Clothing & footwear
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43
Clothing & footwear: Highlights
The consumers conduct online
research prior to purchase
42
Research online
79%
%
What online or offline research did people
do prior to their recent purchase?
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2 out of 10 the consumers
use a smartphone to research
clothing & footwear
Local Report
15%
21%
Computer
Smartphone
Tablet
Which devices did people use for product research?
Researched online
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44
Clothing & footwear: Highlights
40% of the
consumers made their
latest purchase online
28% of the consumers,
research online and
purchase online only
28
%
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Local Report
Researched online
29% purchase clothing
and footwear on promotion
29
%
What motivated people's product purchase?
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45
The Smart Shopper – Cinema tickets
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46
Cinema tickets: Highlights
The consumers
buy cinema tickets online
1 out of 10 of all
purchases are made
via smartphone
27
50%
21%
%
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Local Report
71% of the consumers
did online research
Research online,
purchased online
use to make their purchase?
Researched online
Research online,
purchased offline
SLIDE
47
Cinema tickets: Highlights
36% are using
their smartphone when
researching for cinema tickets
issues accessing
People will try to find another
27
%
Find another website
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SLIDE
48
The Smart Shopper – Do it yourself
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49
Do it yourself: Highlights
Offline purchases begin online
The internet has a
purchase
31%
15%
10%
46
%
Research Online /
Purchase offline
Research Online /
Purchase online
Research offline /
Purchase online
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Conduct online research
prior to purchase
Researched online
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50
Do it yourself: Highlights
40% are using the internet for
comparing prices
55% purchase
because they had an
urgent need
55
%
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What motivated people's
product purchase?
Researched online
SLIDE 51
The Smart Shopper – Flights (leisure)
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52
Flights (leisure): Highlights
69% use search engines
when purchasing
flight tickets
research flight tickets
online
Among the consumers
84%
buy flight tickets online
#1
69%
31%
Used
Not used
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Local Report
Researched online
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53
Flights (leisure): Highlights
53% of the consumers use
airline websites to purchase
flight tickets
53%
26%
Airline
Price comparison website
On what type of website did people
make their online purchase?
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Local Report
The consumers
look for inspiration online
26
78% of the
consumers only research
and purchase online
%
Looked for early inspiration
and made initial discoveries
In which part(s) of the purchase process did
people use the Internet??
Researched online
SLIDE
54
The Smart Shopper – Groceries
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55
Groceries: Highlights
In Switzerland 27% of the
consumers use a smartphone
for online research
27%
36% use the Internet
to compare prices
36%
28%
Compared prices
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2 out of 10 buy
their groceries on offer
Got ideas
How did people use the Internet
to help make their purchase decision?
Researched online
SLIDE
56
The Smart Shopper – Ground Travel
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57
Ground travel: Highlights
6 out of 10 of the
consumers use search engines
for their purchase decision
8 out of 10 research online
prior to purchase
55% of people
research and purchase
online only
59%
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Researched online
Did people research or purchase their
product online or offline?
SLIDE
58
The Smart Shopper – Hair Care
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59
Hair Care: Highlights
37% only consider
one brand prior
to purchase
…but 20% research online
before making a purchase
The consumers use
the internet to compare
products and prices
44
%
Used the internet to make
comparisons
How many brands did people consider
before product purchase?
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Base: Internet users (accessing via computer, tablet or smartphone) | Answering based
on a recent purchase (in select categories) | Researched online
SLIDE
60
The Smart Shopper – Home appliances
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61
Home appliances: Highlights
3 out of 10 purchases home appliances online
The consumers compare products,
prices and features online
before purchase
68%
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Researched online
SLIDE
62
Home appliances: Highlights
1 out of 4 consumers buy home
appliances on discount/promotion
The consumers
research their purchased
products online
64
research online
prior to purchase
What motivated people's
product purchase?
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Online determines offline!
38% researched online
before purchasing offline
%
Researched online
SLIDE
63
The Smart Shopper – Home furnishings
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64
Home furnishings: Highlights
The consumers’
purchases were driven
by online research
59
research online
prior to purchase
33%
26%
%
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Online research effect both online and offline sales
Local Report
Research online,
purchase online
Research online,
purchase offline
Did people research or purchase their product online or offline?
Researched online
SLIDE
65
The Smart Shopper – Hotel (leisure)
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66
Hotels (leisure): Highlights
7 out of 10 purchase
their hotel stay online
88% research hotels
online before purchase
88%
Where did people make
their purchase?
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….but what online research
are the consumers doing?
44%
29%
34%
Inspiration Compared Looked up
choices
reviews
Did people do any online or offline
research prior to their recent purchase?
Researched online
SLIDE
67
Hotels (leisure): Highlights
research and purchase
online only
66
Hotel chain websites
is the most popular place
to purchase hotel stays
31%
35%
%
CH
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Hotel chain
Price comparison websites
Researched online
SLIDE
68
The Smart Shopper – Laptops
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69
Laptops: Highlights
25% only consider
one brands prior
to purchase
…but 65% research online
before making a purchase
And 1 out of 4 use a
smartphone for doing
online research
25
%
CH
Local Report
Base: Internet users (accessing via computer, tablet or smartphone) | Answering based
on a recent purchase (in select categories) | Researched online
Which devices did people use
for product research?
SLIDE
70
The Smart Shopper – Make-up
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71
Make-up: Highlights
only consider one brand
before purchase
28% research online
prior to purchase
28
22% of the consumers who makes an
In-store purchase research online
prior to purchase
%
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Researched online
22%
5%
Research online/
purchase online
Research online/
purchase offline
SLIDE
72
Make-up: Highlights
37% are researching for
make-up on their
smartphone
0/0
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issues accessing
27% will try to find another
53%
SLIDE
73
The Smart Shopper – Mobile phones
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SLIDE
74
Mobile phones: Highlights
Online research is
bigger than
offline research
68%
71%
Offline sales begin online
46
53% are influenced by
search engines when
making a purchase decision
%
Did online research before
making a purchase offline
Offline
Online
What online or offline research did people do
prior to their recent purchase?
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Local Report
Researched online
What online sources did people use
to make a purchase decision?
SLIDE
75
Mobile phones: Highlights
22% are researching
using their smartphone
50% are buying their
mobile phones on mobile
operators website
35
%
50
15
Mobile operator
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Retailer
Other
Researched online
SLIDE
76
The Smart Shopper – Music
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SLIDE
77
Music: Highlights
78% of the
consumers are purchasing
music online
65% research online
before purchasing
music
1 out of 5 use a
smartphone for doing
online research
do prior to their recent purchase.?
78
%
CH
Local Report
Researched online
SLIDE
78
The Smart Shopper – Personal Loan
CH
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SLIDE
79
Personal Loan: Highlights
Consumers
research online
prior to taking out a loan
74
Research online
…while 3 out of 10 end up making
their purchase online
%
CH
…and 63% do so via
a search engine
Local Report
Researched online
SLIDE
80
The Smart Shopper – Real Estate
CH
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SLIDE
81
Real Estate: Highlights
Consumers
research online
prior to purchasing real estate
76
28% use a smartphone
For online research
41% of offline real estate
sales begin online
%
Research real estate online
prior to purchase
CH
Local Report
Researched online
SLIDE
82
The Smart Shopper – Restaurants
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SLIDE
83
Restaurants: Highlights
40% of restaurant guests
begin researching
an hour or less before
making a purchase decision
30% use a smartphone
for online research
40
30% of all sales are
driven by online
research
%
When did people start researching
their product purchase?
CH
Local Report
Researched online
SLIDE
84
The Smart Shopper – Television
CH
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SLIDE
85
Television: Highlights
The consumers use
a search engine when making
their purchase decision
48% state that they only
consider 1-2 brands prior to
purchase
26% off the consumers
use a smartphone for
online research
How many brands do people consider?
58%
42%
Used
Not used
CH
Local Report
Researched online
SLIDE
86
Television: Highlights
The consumers use
electronics retailer websites
for their online purchases
39%
38%
Department Store
Others
CH
51
40% bought their
latest TV-set on promotion
%
23%
Retail
Online research has a
offline purchase
Local Report
Researched online before
purchasing offline
Researched online
SLIDE
87
The Smart Shopper – Vitamins & OTC remedies
CH
Local Report
SLIDE
88
Vitamins & OTC remedies: Highlights
The consumers use the internet
to compare prices
and products
46
42% researches just
moments before
Making their purchase
14% use the internet
for making their purchase
When did people start researching
their product purchase?
%
Compare products/prices online
to make a purchase decision
In which part(s) of the purchase
process did people use the Internet?
CH
Local Report
Researched online
SLIDE
89
The Smart Viewer
Provides insight into people's recent online video use across
different devices.
CH
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SLIDE
90
The Smart Viewer is a Mobile Viewer
6 out of 10
CH
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Swiss consumers
are watching online video
on their smartphones*
*At least once a month (44%)
Base: Internet users (accessing via smartphone)
SLIDE
91
The users watch online video at home and alone
91%
7 out of 10 watch online video alone
of the consumers are watching
online video at home
CH
Local Report
*Question: With how many people did you watch video in the last week?
Watched online video in the past week | Answering based on a recent
online video session
SLIDE
92
Why are we watching online video?
To be
entertained
51%
32%
To relax
To pursue a
hobby
To learn
something
25%
18%
5 out of 10 of
the consumers
are watching
videos because they
want to be entertained
What motivated people to watch online videos in the last week?
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Local Report
SLIDE
93
Tomorrow’s TV is Online
60
%
Of the users are watching
Online video every week
What are the users watching?
42%
10%
are watching
gaming videos
are watching
music videos
18%
are watching
sport
CH
Local Report
SLIDE
94
Short videos in the evening
watch videos that are
5 minutes or shorter
5:00
How long were the online videos
people watched in the last week?
CH
Local Report
Most people are watching online video in the evening
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
First thing in
the morning
Morning
Lunchtime
Afternoon
Evening
At what time did people watch online video
in the last week on a weekday?
online video session - weekday
SLIDE
95
Last thing in
the evening
The Smart Viewer is a Focused Viewer
3 out 10
watch online video content related
to their surroundings
68%
are focused when
watching online video
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Methodology
Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer
questionnaire, which is focused on the adult online population and Connected Consumer Study,
which seeks to enumerate the total adult population and is used to weight the Consumer Barometer
results.
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Methodology
Connected Consumer Survey
Population
o  Target population: total population (online & offline) 16+ in each country surveyed except:
• 
18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan
Sampling
o  Random sampling aimed to be representative of the total population ages 16+ in all countries.
o  Sample size: n=1,000 in each country surveyed (except India, where n=4,000)
Survey administration
o  Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI).
o  Questionnaires were administered in local language(s) for all countries surveyed
o  Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.
Weighting
o  Data was weighted according to local Census data
Timing
o  Enumeration surveys were administered between in Q1 2014 and 2015.
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Methodology
Consumer Barometer Survey
Population
Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products
from the product list. Depending on the country we focused on the population 16+ except:
• 
Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan
Sampling
o  Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries
o  Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and
smartphone usage to ensure local representativness for the online population
Survey administration
o  Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews
o  Questionnaires were administered in local language(s) for all countries surveyed
o  Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries
Weighting
o  The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted
Timing
o  Consumer Barometer surveys were administered in 2014 and 2015.
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THANK YOU!
CONTACTS:
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Consumer Barometer

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