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Consumer Barometer
Country Report – Australia
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Table of Content Where to find what
Consumer Barometer 2015 Local Report 2
The Multiscreen World - Internet usage 06-10 - Devices 11-15 The Smart Shopper - Research behavior 16-26 - Purchase behavior 27-32 - Local shopper 33-36 - International 37-40 - Industries 41-90 The Smart Viewer - Online Video 91-97
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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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Executive Summary The Top 3 Trends that define Australia
Consumer Barometer 2015 Local Report 4
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The 3 Trends in Australia
Consumer Barometer 2015 Local Report 5
The future is mobile 45% of the Australian consumers use a smartphone as often or more often than a computer for accessing the internet. 9 out of 10 consumers under 44 are smartphone users. Most people have been so for more than 12 months.
Todays shopper is an online shopper Although 31% of the consumers shop online many people also use the internet when buying in-store items. 30% use a smartphone for researching online.
Millions of online video views 6 out of 10 Australians watch online video at least weekly via smartphone. Consumers are generally focused while watching.
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The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.
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Where are the consumers? Online!
Consumer Barometer 2015 Local Report 7
8 out of 10
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)
of the consumers are online at least once a day
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87
11 2
Daily Weekly Monthly or less
Australia is online
Consumer Barometer 2015 Local Report 8
Especially consumers under 44 years old are online often
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone)
How often do you go online?
96% 88% 93%
83% 79%
4% 12%
7%
17% 21%
Under 25 25-34 35-44 45-54 Over 55 Yes No
Do you go online every day?
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Why do people go online?
Consumer Barometer 2015 Local Report 9
The consumers go online for personal reasons and to look for information
Source: The Connected Consumer Survey 2015 *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. Base: Internet users (accessing via computer tablet or smartphone)
88% use the internet for personal reasons Consumers state that the internet is the first place they look for information*
82%
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People are even online when they’re watching TV
Consumer Barometer 2015 Local Report 10
The consumers are online, while watching TV
Source: The Connected Consumer Survey 2015 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
Use devices to go online while watching TV
58% 41%
60%
33%
Computer Smartphone Tablet
Which devices do people use to go online while watching TV
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Australia has more screens than ever
Consumer Barometer 2015 Local Report 11
There are 3,1 devices connected to the internet pr. person in Australia in 2015.
Source: The Connected Consumer Survey 2015
3,1 devices pr. person
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77% are smartphone users
Consumer Barometer 2015 Local Report 12
Source: The Connected Consumer Survey 2015 Base: total online and offline population
Tablet Smartphone Computer
Which devices do people use?
41% 77% 80%
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How does Australia compare?
Consumer Barometer 2015 Local Report 13
Source: The Connected Consumer Survey 2015 Base: total online and offline population
62%
Which devices do people use?
Of the consumers use a smartphone
Australia have a higher smartphone penetration than the average
94%
89%
89%
82%
52%
Under 25 years
25 - 34 years
35 - 44 years
45-54 years
55 and over
How does the demographics look?
Smartphone usage rate
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How do people use their smartphone?
Consumer Barometer 2015 Local Report 14
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)
57%
51%
53%
6%
40%
8%
28%
37%
22%
Use search engines
Visit social networks
Check email
Play games
Watch online videos
Purchase products / services
Look for product information
Look up maps and directions
Listen to music
What online activities do people do on their smartphones at least weekly?
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Search is mobile
Consumer Barometer 2015 Local Report 15
6 out of 10 are using search engines via smartphones at least weekly
…making it crucial for businesses to think mobile.
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)
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The Smart Shopper Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.
Consumer Barometer 2015 Local Report 16
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55% research online
Consumer Barometer 2015 Local Report 17
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)
are researching online only
55%
58%
Online
Offline
Did people do any online or offline research prior to their recent purchase?
17%
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In which industries are consumers researching online?
Consumer Barometer 2015 Local Report 18
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)
Flight Tickets
Home appliances
Car Insurances Cinema Tickets Clothing & Footwear Do it yourself
Groceries Ground Travels
Hair Care Home Furnishings
64% 66% 35% 42% 81%
19% 77% 21% 72% 52%
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In which industries are consumers researching online? (continued)
Consumer Barometer 2015 Local Report 19
* Over-the-counter remedies 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)
Make-up Music
Vitamins & OTC Remedies* Televisions
Hotel Stays
Laptops Mobile Phones
Personal Loans Real Estate Restaurants
83% 70% 36% 67% 63%
82% 77% 17% 70% 25%
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How are people researching?
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Source: The Consumer Barometer Survey 2015 *found where to buy/found location/made contact Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
45% 55%
31% 36%
Looked for early inspiration
Compared choices online
Sought advice online
Prepared for immediate purchase*
In which part(s) of the purchase process did people use the Internet?
The consumers use the internet to compare choices prior to purchase
What online sources did people use to make a purchase decision?
25%
24%
44%
Brand websites
Retailer websites
Search Engine
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Online advertising and research is essential
Consumer Barometer 2015 Local Report 21
For 58% of the consumers online is the first source of product awareness during pre-purchase research.
40%
11% 19%
12%
18%
How did people first hear about the product/offer they bought?
Previous experience
Other people
Research
Advertising
Other
What specific source informed people who first learned of their purchased product via product research?
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
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Research leading to a purchase
Consumer Barometer 2015 Local Report 22
Search engines are essential in the purchase decision
44%
Use a search engine to get informed before making a purchase.
25%
24%
44%
5%
8%
6%
10%
Brand websites
Retailer websites
Search engine
Social networks
Online video sites
Advice sites
Price comparison sites
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
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Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Smartphones and product research
23
Which devices did people use for product research? (Smartphone)
Under 25 years
25-34 years
35-44 years
45-54 years
55 and over
48%
43%
32%
12%
3%
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Smartphone users are online users
Consumer Barometer 2015 Local Report 24
Smartphone users are more likely to purchase or research products online
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
62% 44%
Smartphone Users Smartphone Non-Users
How many people research or purchase online?
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How are smartphones used for online research?
Consumer Barometer 2015 Local Report 25
In which part(s) of the purchase process did people use a smartphone?
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online on a smartphone
47% 41%
30% 29%
Looked for early inspiration
Compared choices online Sought advice online Prepared for immediate purchase
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People are going mobile, but some issues occur
Consumer Barometer 2015 Local Report 26
53% are experiencing issues when accessing websites via their smartphone And 28% find another website
that works better on smartphone
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone
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31%
69%
Online*
Offline
31% of the consumers shop online
Consumer Barometer 2015 Local Report 27
Where did people make their purchase?
Source: The Consumer Barometer Survey 2015 *Online/Email Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
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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)
The Online Customer Journey
55%
Online research
24%
Online purchase
31%
Offline purchase
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37% 39%
31%
23% 22%
Under 25 25-34 years 35-44 years 45-54 years Over 55 years
27% 28% 26% 21% 20%
Under 25 25-34 years 35-44 years 45-54 years Over 55 years
Consumer behavior in different ages
Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone)
Research online Purchase offline
Consumer Barometer 2015 Local Report
Research online Purchase online
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Consumer behavior in various industries
Consumer Barometer 2015 Local Report 30
Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)
33%
19% 23%
10%
64%
6%
52%
5% 13% 16%
31%
47%
12%
32%
17% 13%
26%
17%
59%
36%
Car Insurance Cinema Tickets Clothing & Footwear
Do It Yourself Flights (Leisure)
Groceries Ground Travel Hair Care Home Appliances
Home Furnishings
Research online, purchase online
Research online, purchase offline
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Consumer behavior in various industries (continued)
Consumer Barometer 2015 Local Report 31
Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)
64%
27%
14% 19%
46%
21% 23% 6%
19% 6% 19%
43%
22%
48%
16%
60% 55%
12%
51%
19%
Hotels Laptop Make-up Mobile Phones
Music Personal Loan
Real Estate Restaurants Television Vitamins & OTC
Research online, purchase online
Research online, purchase offline
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Easy to find, easy of purchase!
Consumer Barometer 2015 Local Report 32
Source: The Consumer Barometer Survey 2015 Question: How many brands were considered before purchase? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)
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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The Local Shopper The consumer purchase journey and the role of the internet for local business
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Local Behavior
Consumer Barometer 2015 Local Report 34
How do people research for local businesses?
68% Researched locally a day or less before visiting.
… and 85% only consider 1-3 local businesses before deciding where to buy.
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
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Local Shoppers research practical information
Consumer Barometer 2015 Local Report 35
What information should a local business have on their website?*
Source: The Consumer Barometer Survey 2015 What local information did people search for? Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
29%
8%
28%
51%
34%
22% 25%
Location Traffic Business hours Prices Availability Contact info Promotions
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Smartphones and local business
Consumer Barometer 2015 Local Report 36
4 out of 10 use a smartphone when looking for local information
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
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The international Shopper The consumer purchase journey and the role of online for international purchases
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How big is international purchase?
Consumer Barometer 2015 Local Report 38
84% of the consumers have made an
international purchase
19%
43% 40%
21%
Beauty and health Books, CDs, DVDs or games
Clothing, accessories and footwear
Digital Devices
Which products do people purchase in other countries?
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
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Why do people purchase from foreign countries?
Consumer Barometer 2015 Local Report 39
Are willing to accept longer delivery time 36%
32% buy from foregin countries because they receive an appealing offer
38 38%
33% shop in foregin countries to get better availability
Source: The Consumer Barometer Survey 2015 Why did people purchase products online from foreign countries? Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
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Challenges of international purchase
Consumer Barometer 2015 Local Report 40
Most consumers have made an international puchase, but some issues ouccur
1 out of 3 experience issues concerning the website usability
A common issue is that websites doesn’t
offer international shipping
35%
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
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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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Car insurance: Highlights
Consumer Barometer 2015 Local Report 42
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
69%
23% 23%
Compared choices
Got ideas Discovered brands
87%
6% 7%
Insurer (direct) Price comparison site Other
31% Researched online before
purchasing offline
How did people use the Internet to help make their purchase decision?
The consumers compare insurance policies online
Online research has a substantial impact on
offline purchases
The insurer’s website is where most consumer prefer to buy online
Did people research or purchase their product online or offline?
On what type of website did people make their online purchase?
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Car insurance: Highlights
Consumer Barometer 2015 Local Report 43
But 53% are encountering issues accessing
websites via smartphone*
How often do people encounter issues accessing websites via smartphone?
28%
People will try to find another website that works better
on their smartphone*
What do people do after encountering issues accessing websites via smartphone?
Which devices did people use for product research?
People are using their smartphone when
researching for car insurance
20%
Source: The Consumer Barometer Survey 2015 *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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The Smart Shopper – Cinema tickets The consumer purchase journey and the role of the internet in making their last purchase decision
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Cinema tickets: Highlights
Consumer Barometer 2015 Local Report 45
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
19%
47%
Research online, purchased online
Research online, purchased offline
Did people research or purchase their product online or offline?
66% of the consumers did online research
4 out of 10 consumers purchase for social gathering
What motivated people’s purchase?
The consumers buy cinema tickets online
Where did people make their purchase?
23%
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Cinema tickets: Highlights
Consumer Barometer 2015 Local Report 46
53% are encountering issues accessing
websites via smartphone*
How often do people encounter issues accessing websites via smartphone?
28%
People will try to find another website that works better
on their smartphone*
What do people do after encountering issues accessing websites via smartphone?
Which devices did people use for product research?
28% are using their smartphone when
researching for cinema tickets
Source: The Consumer Barometer Survey 2015 *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
Find another website
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The Smart Shopper – Clothing & footwear The consumer purchase journey and the role of the internet in making their last purchase decision
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Clothing & footwear: Highlights
Consumer Barometer 2015 Local Report 48
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
36%
76%
9%
Smartphone Computer Tablet
Which devices did people use for product research?
1 out of 3 consumers use a smartphone to research clothing & footwear
35% Research online
The consumers research online prior to purchase
What online or offline research did people do prior to their recent purchase?
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Clothing & footwear: Highlights
Consumer Barometer 2015 Local Report 49
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Consumers often purchase clothing and footwear on promotion
What motivated people's product purchase?
1 our of 10 in-store purchases
begin online
Did people research or purchase their product online or offline?
12%
3 out of 10 consumers purchase online (32%)
Where did people make their purchase?
28%
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The Smart Shopper – Do it yourself The consumer purchase journey and the role of the internet in making their last purchase decision
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Do it yourself: Highlights
Consumer Barometer 2015 Local Report 51
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
42% research online
prior to purchase
The internet has a substantial impact on
purchase
Offline purchases begin online
Did people research or purchase their product online or offline?
Did people research or purchase their product online or offline?
10%
32%
6%
Research online / Purchase online
Research online / Purchase offline
Research offline / Purchase online
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Do it yourself: Highlights
Consumer Barometer 2015 Local Report 52
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
33%
1 out of 3 make their purchase because they had an
urgent need
What motivated people's product purchase?
How did people use the Internet to help make their purchase decision?
49% are using the internet for comparing prices and products
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The Smart Shopper – Flights (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision
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Flights (leisure): Highlights
Consumer Barometer 2015 Local Report 54
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
67%
33%
Used Not used
What online sources did people use to make a purchase decision?
67% use search engines when purchasing flight tickets
Among the consumers
75% buy flight tickets online
Where did people make their purchase?
#1 81% of the consumers research flight tickets
online
What online or offline research did people do prior to their recent purchase?
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Flights (leisure): Highlights
Consumer Barometer 2015 Local Report 55
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
24%
The consumers look for inspiration online
The consumers use airline websites to purchase
flight tickets
In which part(s) of the purchase process did people use the Internet??
On what type of website did people make their online purchase?
Did people research or purchase their product online or offline?
74%
13%
Airline Price comparison website
64% of the consumers only research
and purchase online
Looked for early inspiration and made initial discoveries
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The Smart Shopper – Groceries The consumer purchase journey and the role of the internet in making their last purchase decision
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Groceries: Highlights
Consumer Barometer 2015 Local Report 57
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
50%
35%
Compared prices Got ideas
How did people use the Internet to help make their purchase decision?
People use the Internet to compare prices
2 out of 10 buy their groceries on offer
What motivated people's product purchase?
In Australia 24% of the consumers use a smartphone
for online research
Which devices did people use for product research?
24%
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The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision
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Ground travel: Highlights
Consumer Barometer 2015 Local Report 59
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
What online sources did people use to make a purchase decision?
6 out of 10 of the consumers use search engines
for their purchase decision
8 out of 10 research online
prior to purchase
What online or offline research did people do prior to their recent purchase?
52% of people both research and purchase
online only
Did people research or purchase their product online or offline?
64%
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The Smart Shopper – Hair Care The consumer purchase journey and the role of the internet in making their last purchase decision
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Hair Care: Highlights
Consumer Barometer 2015 Local Report 61
…but 21% research online before making a purchase
What online or offline research did people do prior to their recent purchase?
28%
The consumers use the internet to compare
products and prices
How did people use the Internet to help make their purchase decision?
How many brands did people consider before product purchase?
32% only consider one brand prior
to purchase
Source: The Consumer Barometer Survey 2015 *Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Used the internet to make comparisons
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The Smart Shopper – Home appliances The consumer purchase journey and the role of the internet in making their last purchase decision
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Home appliances: Highlights
Consumer Barometer 2015 Local Report 63
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
14% purchases home appliances online
Where did people make their purchase?
The consumers compare products, prices and features online
before purchase
How did people use the Internet to help make their purchase decision?
67%
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Home appliances: Highlights
Consumer Barometer 2015 Local Report 64
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
What motivated people's product purchase?
6 out of 10 consumers buy home appliances based on a urgent need
Consumers research their purchased
products online
What online or offline research did people do prior to their recent purchase?
Online determines offline! 59% researched online
before purchasing offline
Did people research or purchase their product online or offline?
72% research online
prior to purchase
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The Smart Shopper – Home furnishings The consumer purchase journey and the role of the internet in making their last purchase decision
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Home furnishings: Highlights
Consumer Barometer 2015 Local Report 66
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
52%
The consumers’ purchases were driven
by online research
What online or offline research did people do prior to their recent purchase?
Did people research or purchase their product online or offline?
Online research also effect offline sales
16%
36%
Research online, purchase online
Research online, purchase offline
research online prior to purchase
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The Smart Shopper – Hotel (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision
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Hotels (leisure): Highlights
Consumer Barometer 2015 Local Report 68
Source: The Consumer Barometer Survey 2015 *online/email Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
How did people use the Internet to help make their purchase decision?
83% research hotels online before purchase
What online or offline research did people do prior to their recent purchase?
83%
3 out of 4 purchases their hotel stay online*
Where did people make their purchase?
….but what online research are the consumers doing?
25%
62%
27%
Inspiration Compared choices
Looked up reviews
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Hotels (leisure): Highlights
Consumer Barometer 2015 Local Report 69
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
64%
Many consumers research and purchase
online only
Did people research or purchase their product online or offline?
On what type of website did people make their online purchase?
Price comparison websites is the most popular place to purchase hotel stays
32% 40%
Hotel chain Price comparison websites
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The Smart Shopper – Laptops The consumer purchase journey and the role of the internet in making their last purchase decision
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Laptops: Highlights
Consumer Barometer 2015 Local Report 71
…but 70% research online before making a purchase
Did people research or purchase their product online or offline?
1 out of 4 use a smartphone for doing
online research
Which devices did people use for product research?
What motivated people’s purchase?
25% of the consumers purchase their laptop
on promotion
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
25%
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The Smart Shopper – Make-up The consumer purchase journey and the role of the internet in making their last purchase decision
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Make-up: Highlights
Consumer Barometer 2015 Local Report 73
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
36%
Consumers research online prior purchase
What online or offline research did people do prior to their recent purchase?
Did people research or purchase their product online or offline?
22% of the consumers who makes a store purchase research online
prior to purchase
14%
22%
Research online/purchase online
Research online/purchase offline
28% of the consumers purchase on promotion
What motivated people’s purchase?
Did online research before making a purchase
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Make-up: Highlights
Consumer Barometer 2015 Local Report 74
53% are encountering issues accessing
websites via smartphone*
How often do people encounter issues accessing websites via smartphone?
Many will try to find another website that works better
on their smartphone*
What do people do after encountering issues accessing websites via smartphone?
41% are researching for make-up on their
smartphone
Which devices did people use for product research?
0 0 / 28%
Source: The Consumer Barometer Survey 2015 *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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The Smart Shopper – Mobile phones The consumer purchase journey and the role of the internet in making their last purchase decision
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Mobile phones: Highlights
Consumer Barometer 2015 Local Report 76
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Online research is big
48%
Offline sales begin online
Did people research or purchase their product online or offline?
56% are influenced by search engines when
making a purchase decision
What online sources did people use to make a purchase decision?
What online or offline research did people do prior to their recent purchase?
55% 58%
Online Offline
Did online research before making a purchase offline
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Mobile phones: Highlights
Consumer Barometer 2015 Local Report 77
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
33% are researching using their smartphone
Which devices did people use for product research?
21% are buying their mobile phones on a retailer’s website
On what type of website did people make their online purchase?
14
21
65
Mobile operator Retailer Other
%
AU SLIDE Consumer Barometer 2015 Local Report 78
The Smart Shopper – Music The consumer purchase journey and the role of the internet in making their last purchase decision
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Music: Highlights
Consumer Barometer 2015 Local Report 79
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
63% research online before purchasing
music
What online or offline research did people do prior to their recent purchase.?
71%
3 out 10 use a smartphone for doing
online research
Which devices did people use for product research?
Where did people make their purchase?
71% of the consumers are purchasing
music online
AU SLIDE Consumer Barometer 2015 Local Report 80
The Smart Shopper – Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision
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Personal Loan: Highlights
Consumer Barometer 2015 Local Report 81
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
…and 72% do so via a search engine
What online sources did people use to make a purchase decision?
82%
…while 2 out of 10 end up making their purchase online
Where did people make their purchase? What online or offline research did people do prior to their recent purchase?
The consumers research online
prior to taking out a loan
Research online
AU SLIDE Consumer Barometer 2015 Local Report 82
The Smart Shopper – Real Estate The consumer purchase journey and the role of the internet in making their last purchase decision
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Real Estate: Highlights
Consumer Barometer 2015 Local Report 83
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
49% use a smartphone for online research
77%
55% of offline real estate sales begin online
Which devices did people use for product research?
What online or offline research did people do prior to their recent purchase?
The consumers research online
prior to purchasing real estate
Did people research or purchase their product online or offline?
Research real estate online prior to purchase
AU SLIDE Consumer Barometer 2015 Local Report 84
The Smart Shopper – Restaurants The consumer purchase journey and the role of the internet in making their last purchase decision
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Restaurants: Highlights
Consumer Barometer 2015 Local Report 85
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
42% use a smartphone for online research
21%
17% of all sales are driven by online
research
Which devices did people use for product research?
What motivated people’s purchase?
Purchases are often motivated by a social gathering
What online or offline research did people do prior to their recent purchase?
AU SLIDE Consumer Barometer 2015 Local Report 86
The Smart Shopper – Television The consumer purchase journey and the role of the internet in making their last purchase decision
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Television: Highlights
Consumer Barometer 2015 Local Report 87
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
Search engines are key when consumers are making
their purchase decision
What motivated people’s purchase? What online sources did people use to make a purchase decision?
62%
38%
Used Not used
37% state that their purchases are motivated by a promotion
34% off the consumers use a smartphone for
online research
Which devices did people use for product research?
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Television: Highlights
Consumer Barometer 2015 Local Report 88
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
17%
25% 58%
Tech Retail TV brand Others
51% Researched online before
purchasing offline
Online research has a substantial impact on
offline purchase
Consumers use TV brand’s websites
for their online purchases
Did people research or purchase their product online or offline?
On what type of website did people make their online purchase?
AU SLIDE Consumer Barometer 2015 Local Report 89
The Smart Shopper – Vitamins & OTC remedies The consumer purchase journey and the role of the internet in making their last purchase decision
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Vitamins & OTC remedies: Highlights
Consumer Barometer 2015 Local Report 90
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
39%
43% researches just moments before
making their purchase
When did people start researching their product purchase?
In which part(s) of the purchase process did people use the Internet?
Consumers use the internet to compare prices
and products
Compare products/prices online to make a purchase decision
1 out of 10 consumers purchase online
Where did people make their purchase?
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The Smart Viewer Provides insight into people's recent online video use across different devices.
Consumer Barometer 2015 Local Report 91
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The Smart Viewer is a Mobile Viewer
Consumer Barometer 2015 Local Report 92
Source: The Connected Consumer Survey 2015 *At least once a month Base: Internet users (accessing via smartphone)
7 out of 10 Australian consumers are watching online video on their smartphones*
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The users watch online video at home and alone
Consumer Barometer 2015 Local Report 93
90% of the consumers are watching online video at home
6 out of 10 watch online video alone
Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
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Why are we watching online video?
Consumer Barometer 2015 Local Report 94
31%
51%
19%
18%
11%
To relax
To be entertained
To learn
To pursue a hobby
Find product information
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?
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
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Tomorrow’s TV is Online
Consumer Barometer 2015 Local Report 95
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
70% Of the users are watching Online video every week
What are the users watching?
28% are watching music videos
13% are watching
sport
9% are watching
gaming videos
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Short videos in the evening
Consumer Barometer 2015 Local Report 96
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session - weekday
How long were the online videos people watched in the last week?
5:00
53% of the consumers watch videos that are 5 minutes or shorter
0%
5%
10%
15%
20%
25%
30%
35%
First thing in the morning
Morning Lunchtime Afternoon Evening Last thing in the evening
Most people are watching online video in the evening
At what time did people watch online video in the last week on a weekday?
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The Smart Viewer is a Focused Viewer
Consumer Barometer 2015 Local Report 97
3 out 10 watch online video content related to their surroundings
64% are focused when
watching online video
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
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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.
Consumer Barometer 2015 Local Report 98
AU SLIDE 99 Consumer Barometer 2015 Local Report
Consumer Barometer 2015 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.
AU SLIDE 100 Consumer Barometer 2015 Local Report
Consumer Barometer 2015 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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