Understanding the Online UK Retail Consumer

Transcription

Understanding the Online UK Retail
Consumer
An analysis of path to purchase trends in the
behaviour of UK online retail shoppers
Mark Riseley
Google EMEA Market Insights
October 2008
Google Confidential and Proprietary
Example Data Stream for one User
User ID
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Day from first search
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Search / Site Category
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Research
BMRO
MCRetailer
MCRetailer
G
MCRetailer
MCRetailer
Research
Price_Comparison
Online_Retailer
BMPO
BMPO
Online_Retailer
Price_Comparison
Online_Retailer
Online_Retailer
BMPO
Online_Retailer
Online_Retailer
BMAQ
Price_Comparison
BORO
Online_Retailer
Price_Comparison
Online_Retailer
Price_Comparison
Online_Retailer
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Manufacturer
Manufacturer
Online_Retailer
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Research
………….
Event Description
top ten laptops
pcworld.com
pc world
pcworld.co.uk
pcworld.co.uk
best laptops
pcworld.co.uk
pcworld.co.uk
pcadvisor.co.uk
kelkoo.co.uk*
amazon.co.uk
acer aspire 5920
acer aspire 5920
amazon.co.uk
kelkoo.co.uk*
amazon.co.uk
amazon.co.uk
acer aspire 5920
pixmania.com
pixmania.com
advent laptops
kelkoo.co.uk*
amazon
amazon.co.uk
bizrate.co.uk
amazon.co.uk
bizrate.co.uk
ebuyer.com
top ten laptops
best laptops
dell.com
dell.com
amazon.co.uk
best laptops
pcworld.com
…………..
Event type
Computers_Search
Computers_Other_Visit
Computers_Search
Computers_Compset_Visit
Computers_Research_Visit
Computers_Search
Computers_Search
Computers_Search
Computers_Search
Computers_Search
Computers_Search
Computers_Search
Computers_Search
Computers_Search
etc
2
Set of Sites where Conversions were Tracked
Clothing Category
Mobile Phones
Computers
Additionsdirect.co.uk
Carphonewarehouse.com
Apple.com
Empirestores.co.uk
Phones4u.co.uk
Dell.com
Freemans.com
Dialaphone.co.uk
Comet.co.uk
GreatUniversal.com
Mobilefun.co.uk
Currys.co.uk
Kays.com
o2.co.uk
Dixons.co.uk
Littlewoods.com
Orange.co.uk
PCWorld.co.uk
Next.co.uk
Three.co.uk
Tesco.com
ASOS.com
T-mobile.co.uk
Amazon.co.uk
Virgin mobile
Dabs.com
Vodafone.co.uk
Ebuyer.com
3
6% of the UK online population conducted a
clothing search and purchased online in Q4 2007
Total UK
Population 15+
49m (100%)
Total UK Online
Population 15+
33m (67%)
Total UK Online retail
traffic 15+
30m (61%)
Total UK Online clothing
Purchasers 15+
2.0m (4%)
4% of Total UK Population conducted a clothing search
and went on to purchase clothes from a competitive set
of apparel retailers in Q4 2007
Competitive set of sites: additionsdirect.co.uk, asos.com, empirestores.co.uk, freemans.com, greatuniversal.com, kays.com, littlewoods.com, next.co.uk
Source: comScore custom analysis- UK Population, Q4 2007; ONS population estimates;
ClothingSearch = keyword search from defined list of 3,500+ clothing related search terms
4
Next reaches most clothing converters
Volume of clothing converters who visit leading sites
Chart explanation notes: Among people who
converted at any of the competitive set of
sites (store locator or online purchase), a
projected 543,676 visited asos.com at some
point in the research process
Purchases & research tracked at a leading set of clothing retailers’ websites – Next, ASOS, Freemans, Great Universal, Empire Direct, Additions Direct, Kays, Littlewoods
Source: comScore custom analysis- UK Population, Q4 2007;
Clothing searches in Q4 2007 time aligned and monitored over 12 week period from first search
5
4.3m conversion events resulted from 26.3m
competitive set visits and 24.3m searches
6
Conversion Types Per Category
Online Purchase
Computers
Store Locator
7%
93%
Mobile Phones
67%
Clothing
33%
90%
0%
10%
20%
30%
Source: comScore custom analysis- UK Population, 15+ Home and Work
Q4-2007 activity
40%
50%
10%
60%
70%
80%
90%
100%
7
A quarter of clothing searches were generic terms
Share of UK Clothing Search Activity
Branded Searches
Q4 2007 – Clothing Researchers
8
Search referrals dominate other visit referrals, although most
competitive visits/conversions have no direct referral
Share of referrals to sites in given category by type – Q4 2007
35%
44%
35%
53%
40%
55%
12%
16%
10%
Competitive set Visit Referalls
Other Visit Referalls
Competitive set Conversion Referrals
Direct Referral
No Direct Referral
Search Referral
9
Search volume is highest on day 1, and decreases fairly
rapidly over the next few weeks; with a further peak in week 4
Search Volume by Week from first search – Total Researchers
24.2m searches
Time from
First Search
10
Traffic volume is highest during the first few weeks after initial
search, and decreases fairly rapidly over proceeding weeks
Volume of visits by Week from first search – Clothing Researchers
26.2m visits
Time from
First Search
11
On average, clothing shoppers did 11.7 searches
prior to converting, and 20% do more than 15
Share of Clothing converters by number of searches conducted per converter
(nb average of 2 conversions per converter in the observation period)
11.7 searches per converter on
average
Chart explanation notes: 15% of converters do only a
single search before conversion, 20% do more
than 15 searches during research
Number of
clothing
searches per
converter
12
71% of clothing conversions include at least one generic
search term
Proportion of conversions with generic search terms
Clothing
71%
Mobile Phones
Computers
Proportion Transactions with at least one Generic Search
44%
12%
13
Clothing Case Study – I know what I want
Searches
From “Next” to purchase at Next in 57 days
First Search
Purchase
Next
Next
next
topshop
next
boots
Shoes
and boots
Uggs
Uggs
Flat boots
Dolcis
Littlewoods
Visits
Next
InStyle
Top Shop
asos
La Redoute
Day 0
Next
next
Shoes
and boots
Pricerunner
Uggs
Ankle boots
Shoes
Fly London
boots
boots
Miss Sixty
topshop
Boots
oli.co.uk
asos
Littlewoods
Bizrate
Next
Kelkoo
Dorothy
Perkins
Next
Day 1 Day 7
Day 13
Next
Next
Next
Kids boots
Additions
Direct
asos
Additions
Direct
Top Shop
Topshop
Next
Next
Next
Next
Shopping.com
Top Shop
Day 21
Day 22
Day 35
Day 40
Day 49 Day 57
14
Computer Case Study – “Coloured or cheap?”
Searches
From “PC World” to purchase at ebuyer in 66 days
First Search
Purchase
PC World
eBuyer
PC World
DealTime.co.uk
Visits
laptops
Cheap
laptops
PCWorld.co.uk
Dell
PCWorld.co.uk
Dell
currys
Tablet
PC World
laptops
toshiba
portege
m400-11h
Dell
PC World
Pink
laptop
Coloured
laptop
Amazon
Shopping.com
eBay
computers
Comet.co.uk
Day 0 Day 15 Day 22
Pixmania
Kelkoo
Dixons.co.uk
eBay
computers
Pixmania
Misco
Currys
Bizrate
Amazon
Bizrate
MicroDirect Dell
Lenovo
Toshiba
Day 26 Day 30 Day 37
laptops
laptops Coloured
laptops
Pink
laptops
comet
Comet.co.uk
Currys.co.uk
PCWorld.co.uk
PCWorld.co.uk
ebuyer Sony Style
Dell
Nextag
Day 43 Day 47
Dell
eBay
computers
PCWorld.co.uk
PriceRunner
ebuyer
Pixmania
Day 48Day 62
Day 66
15
Mobile Phone Case Study – Model to Operator
Searches
From “nokia 6500” to conversion at orange.co.uk in 52 days
First Search
Conversion
Nokia 6500
Orange
Free texting
iPhone
Samsung Free texting
Free texting
g600
Orange
Nokia
Nokia 6500
o2
Phone 4 U
Free texting
Free texting
Visits
Orange
o2
o2
o2
Phones 4 U
t3
Money
Mobile fun Supermarket
Apple
Dialaphone
Bizrate
Vodafone
Apple
Apple
Day 10
Which
o2
o2
Day 0 Day 6 Day 8
Nokia
Phones
LG Viewty phones
4U
reviews
Orange
Carphone
Warehouse
o2
Stuff.tv
Ciao
Orange
Nokia
o2
Bizrate
Carphone
Warehouse Phones
4U
Orange
Orange
Day 12 Day 18 Day 21
Day 27
Day 36 Day 38 Day 49 Day 52
16
Only 40% of clothing purchasers visited the site on which they
purchased from on their first day of research
Proportion of purchasers who visited the site they eventually purchased from on the first day of research
17
30% of online clothing shoppers start their journey with generic terms
Share of Total Clothing Conversions by First Search Term
18
Of all clothing purchases resulting from three or more
searches, 73% of first searches are branded
Share of searches - all purchases resulting from three or more searches
60% of
purchases
result from
more than
two searches
19
62% of online clothing purchases begin and end with a
branded search
Share of Online clothing purchases by first search / last search combinations
33% of purchases
start and end with
brand terms, and
include a generic
term in between
5% of purchases
start and end with
generic terms, and
include a brand
term in between
20
58% of clothing purchases occur after 30 days or more,
compared to 45% of searches
Share of Online clothing conversions vs searches made by those converting
45% Searches
Time from
First Search
Share of conversions
Search Volumes
58% Conversions
36 days on
average
between first
search and
purchase
21
Clothing conversion after first search referral 11x conversion on first
search referral
Proportion of clothing searchers who convert on initial click through compared to proportion who convert
at a later time
34.9% of first search referral visits result in an
online conversion at the same site at some point
online conversion at the same site some time after
the first search referral
online conversion in the same session
First Search
Referral
Subsequent
Visit
Total
Conversion
37 days - average time between
first visit to site of purchase
and last recorded conversion
22
Comparing behaviour in different product categories
Clothing
Computers
Mobile
Phones
Searches per conversion 5.7
5.0
4.7
Site visits per conversion 11.9
12.6
9.4
% conversions with a
generic search during
research
71%
12%
44%
% of online purchasers
making >1 purchase
45%
16%
28%
% converting beyond 30
days from first search
58%
47%
42%
% of conversions that
happened on first
search referral v later
visit
9%
15%
19%
% of total site visits on
converting site
34%
22%
Metric
23%
23

Understanding the Online UK Retail Consumer

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