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1
Online Retail: a Brief PerspectiveNovember 2013
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2Methodology
Men andwomen agedbetween 18and 65 y. o.
from the
urbanenvironment
CATI(Computer-
AssistedTelephone
Interviews)
997respondents October 2013Survey
FieldworkSample sizeData collectiontechniqueResearchmethod Targetpopulation
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3
Past 3 YearsEvolution
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4The Incidence of Online Payment
CL1. Do you use to access the Internet (regardless of the place where you have access to the Internet)?/ RA3. Have you used the Internet for purchasing goods or payingsome services, in the past 12 months?
N*=9164 N*=10250
65,4 71,0
2010 2013
Internet penetration(urban, 18-64 y.o.)
N**=1000 N=997
16,4 20,6
2010 2013
Online PurchasingPenetration
(urban, 18-64 y.o.)
**Data from Living Standard Study
127,8
286,0
2010 ***2013
Online PaymentValue
(through card)
%
%
Millions
5.6%
4.2%
158.2 mil
8.6%
25.6%
123.8%
Absoluteincrease
Relativeincrease
*** data reported by Romcard (estimatedvalue for 2013)
*Source: Brand Express, a DaedalusMillwardBrown Survey
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5
Consumer Goods -Online Potential
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6Online Penetration of Main Consumer Goods Categories
RA1. Im going to read a list with various categories of products. Please tell me for each of them, whether you have bought them or not in the past 12 months . /RA1on.How many times have you bought [MENTIONS] from the Internet (have you placed the order to an online store/page), in the past 12 months?
Past 12 Month Purchase Any channel
N=997%
1.2
5.8
1.4
9.9
17.2
21.8
Bought Not bought
94,4
89,7
88,7
87,0
41,4
39,6
1,0
Past 12 Month Purchase Online Channel
%
Food/beverages
Personal care products/cosmetics
Household cleaning products
Clothes/footwear
Electronics/home appliances
IT&C hardware
None of these
N**=939
N**=894
N**=883
N**=864
N**=414
N**=385
**Base: Respondents that bought in the past 12 months from [CATEGORY]
They have purchased the category online
on average, 2 times in the past year. Mepurchased it on more occasions thanwomen.
N/A
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7
**T2B:More likely yes+Definitely yes
Online Purchasing Potential General Audience
RA2. Which of these categories do you intend to buy in the next 6 months?/ RA2on. How likely is for you to buy [CATEGORY] from the Internet in the next 6 months?
13,2
9,8
13,3
18,9
11,4
8,9
80,4
69,1
77,5
55,1
50,9
36,6
4,6
15,8
6,6
19,8
27,9
38,9
1,8
5,3
2,6
6,2
9,9
15,6
94,3
91,0
89,1
86,3
32,4
29,2
1,8
More likely no More likely yes Definitely yesDefinitely no
Next 6 MonthsPurchase Intention -
Any channelN=997
%
Next 6 MonthsPurchase Intention -
Online Channel%
Will buyit online
T2B**%
Food/beverages
Personal care products/cosmetics
Household cleaning products
Clothes/footwear
Electronics/home appliances
IT&C hardware
None of these N/A N/A
6.3
21.1
9.2
25.9
37.8
54.5
N*=932
N*=900
N*=882
N*=847
N*=322
N*=279
*Base: Respondents that intend to buy [CATEGORY] in the next 6 months
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8Online Purchasing Potential Online Buyers
14,5
13,0
17,5
17,4
6,3
2,5
77,4
53,8
71,4
39,2
23,0
8,0
5,5
24,9
8,0
29,0
46,9
60,3
2,5
8,2
3,1
14,4
23,7
29,1
97,2
97,5
93,7
95,3
38,8
42,9
More likely no More likely yes Definitely yesDefinitely no
Food/beverages
Personal care products/cosmetics
Household cleaning products
Clothes/footwear
Electronics/home appliances
IT&C hardware
8.0
33.2
11.0
43.4
70.6
89.5
N**=198
N**=200
N**=192
N**=194
N**=81
N**=86
Next 6 Months PurchaseIntention - Any channel
N*=205%
Next 6 Months PurchaseIntention - Online
Channel%
Will buy itonline
T2B***
RA2. Which of these categories do you intend to buy in the next 6 months?/ RA2on. How likely is for you to buy [CATEGORY] from the Internet in the next 6 months?
***T2B: Rather yes+Definitely yes
**Base: Respondents that used the Internet for purchasing goods or paying some services, in the past 12 months and intend to buy [CATEGORY] in the next 6 months
*Base: Respondents that used the Internet for purchasing goods or paying some services, in the past 12 months
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9
RA1on. How many times have you bought [MENTIONS] from the Internet (have you placed the order to an online store/page), in the past 12 months?
Online Purchasing Potential Map
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10Online Consumer Profiles
RA1on, RA2on
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11
The Online Potentialof Hypermarkets/Supermarkets
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12Intention to Purchase from Online Hypermarkets/Supermarkets
N=997
25,0
75,0
Intend to buy
from an
online store
Don't intend
to buy from
an online
store
Total%
12,0
88,0
Intend to buy
from an
online store
Don't intend
to buy from
an online
store
Online buyers%
N=164
Main barriers for purchasingfrom online hypermarkets/
supermarkets%
N*=27!
Treat data with caution due to small base size!
Total number of
mentions = 30
Shopping experience 67%
Proximity / Flexibility 50%
Feel/see the products 47%
Don't trust online /complicated / out ofhabit
27%
Other 33%
*Base: Respondents that have used the Internet to shop/ pay but are not willing to shop from an online hypermarket/supermarket
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13How do they Prefer Delivery?
RA7. If you do your shopping from an online supermarket/hypermarket, which of these options would you prefer?
Preferred way ofdelivery
%
N*=698
Home
delivery
77,3
Pick upfrom the
store
22.7
*Base: Respondents that intend to buy from an online supermarket/hypermarket; Other and Dont know/ No answer options were excluded.
Female: 81.7
18-24: 81.7
25-34: 83.6
35-44: 79.045-54: 78.4
Medium level: 78.0
High level: 86.6
Employer/ Manager/ Director: 80.3
Professional: 89.0
Non manual worker: 82.8
800-1800: 81.0
Average user: 78.3
Heavy user: 84.7
Legend for categories
Gender
Age
City size
Education level
Occupation
Personal income
Household size
Internet usage
Significant higher differences between categories from consumer profile
Male: 27.1
55-65: 41.7
Low: 34.2
Medium: 22.0
Manual worker: 24.5
Other not working categories: 33.7
No or less than 800 RON: 27.9
No user: 39.5
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14What is the Price Expectation?
RA8. In your opinion, how are the prices for products in online supermarkets/hypermarkets as compared to traditional supermarkets/hypermarkets? Prices are
Onlinesupermarkets
price perception%
N*=575
36,8
41,1
22,1
higher
the same
lower
Female: 26.6
55-65: 34.2
Other not working categories: 28.7
No user: 29.1
Female: 47.0
18-24: 53.750000-200000: 47.5
Pupil/ Student: 60.2
4-5 members: 45.1
Heavy user: 44.8
Male: 46.4
25-34: 42.0
35-44: 41.3
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15A Kind of (Brief) Conclusion
20,6
41,5
75,0
Current buyers Intention to buy online Intention to buy online fromhypermarkets/ supermarkets
%
*T2B:More likely yes+Definitely yes
RA3. Have you used the Internet for purchasing goods or paying some services, in the past 12 months? /RA2on. How likely is for you to buy [CATEGORY] from theInternet in the next 6 months?
N=997
Women and higheraged segments are the
next to come
Price expectation inline or lower than the
actual ones
Almost double ascompared to 2008
in the next 6 months
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