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E-commerce 2009: trends and attitudes Research into Latvian internet users Complimentary report
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882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 17
E-commerce 2009trends and attitudesResearch into Latvian internet users
Complimentary report
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 27
About the study
Countries included inthe 2009 e-commerce study
Countries where the e-commerce 2009 study wasconducted are shown in dark grey the country covered
by the report is marked in dark red
Content
The hereby report presents selected results
of the 2009 e-commerce study conductedin Latvia by Gemius in partnership with Delfiand CMS The study is a part of a researchproject concerning several countries fromCentral and Eastern Europe
The main aim of the research was toidentify the attitudes and usage preferencesof Latvian users regarding online shoppingin e-shops and on e-auctions
The full version of the report presents datagathered in surveys conducted in 2007 and
2009 and discussesbull General attitudes towards online shoppingbull Frequency of shopping on the internetbull Ranking of e-shop websites in Latviabull Attitude towards and usage of e-shopsbull Ranking of e-auction websites in Latviabull Attitudes towards and usage of e-auctions
In Latvia two study-related surveys wereconducted the first took place in 2007 theother in 2009
Objectives
The short version of the report showschosen 2009 results in the form of charts
and presents key findings in a descriptiveform
Full report
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 37
General attitudes towardsshopping
In general Latvian internet users like toshop almost two out of five respondentsexpressed a positive attitude towards thisactivity The most important factors duringpurchase decision-making are the possibilityof saving money and spending as little timeas possible doing this activity Compared to2007 the internet serves more often as themain source of information for all testedproduct categories Respondents refer tothe internet as a source of information
regardless of the actual place of productpurchase Products connected withtravelling phones and electronics are themost often searched for online
Apart from browsing the web many respondents enquire about products offline particularly viapersonal contacts with shop assistants friends and relatives This concerns products such asfood clothes and jewellery cosmetics childrenrsquos accessories sports equipment and furniture
For transparency of thedata presentation
values below 4 werehidden on the chart
Having decided to go shopping from where do you most often get information
about a given product
N= 1500 ndash all respondents
What do you care about most while shopping(apart from everyday shopping for food)
N= 1500 ndash all respondents
33
25
15
13
9
5
saving money
spending as little timeas possible
buying products of thebest quality
spending time in apleasant way
other
it is hard to say
62
50
45
46
34
41
36
40
37
35
4
9
9
12
18
18
15
14
8
12
4
11
9
7
6
11
4
7
8
7
6
16
20
10
11
5
6
15
8
8
5
6
5
11
7
7
6
5
12
14
7
10
24
14
19
35
16
29
25
train bus plane tickets
phones and GSMaccessories
consumer electronics anddomestic appliances
travel services
books music movies
computer hardware
computer software
movie and theatre t ickets
photo equipment
insurance
from the internet from friends and family
from advertisements from the press
from shop assistants from other sources
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 47
General attitudes towardsonline shopping
Based on your own experiences or otherpeoplersquos opinions do you think that buying on
the internethellip
N= 1486 - respondents who have heard of the possibility of online shopping
Have you ever shopped on the internet
N= 1500 ndash all respondents
The awareness of online shopping amongLatvian internet users is overwhelminglyhigh ndash only 1 declare they have neverheard of such a possibilityDespite the widespread perception of online shopping as being a risky activitymore than three in five respondentsappreciate the fact that buying via theinternet is cheaper than offline Anotheradvantage mentioned by internet users wasthe possibility to save time This may be the
reason why more than two in three internetusers declared that they shopped on theinternet at least onceThis seems to be a substantial
increase since 2007 when only half of respondents declared to have shopped on
the internet Nearly one third of Latvianinternet users who have shopped online arenewbies who made their first onlinepurchase within 6 months prior to thestudy The greatest share of Latvian e-customers shop online only several times ayear and merely one in six respondentsshops online once a month or more oftenThe majority of Latvian internet users makeonline purchases from their homecomputers and merely one in sixrespondents buys online productsservicesat work
Three in five Latvian respondents who have shopped online used price comparison enginesAlmost 40 of online-buyers begin shopping by using a search engine and one in three uses thee-shops they are accustomed to
61
37
35
10
6
hellipis cheaper than buying intraditional stores
hellipis less time -consumingthan buying in traditional
stores
hellipis risky
hellipis complicated
none of the above
yes71
no29
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 57
What would make you shop on the Internetmore frequently
N= 1131 ndash respondents who have shopped online
Predictions for the future
How often are you going to shop via the internet inthe future
N= 1131 ndash respondents who have shopped online
Based on respondentsrsquodeclarations it seems that the
frequency of online shoppingwill not change significantly inthe future ndash while 13 claimthey are going to shop morefrequently than presently 7declare lower shoppingfrequency and a correspondingshare claims that they willresign from online purchasesLower prices are the strongestincentive for e-customers toshop on the internet morefrequently Also a macro-economically driven betterpersonal financial
From the group of over 30 of internet users in Latvia who havenever shopped on the internet sofar only one in three claims they areconsidering online buying in thefuture which is a significantdecrease when compared to 2007This result however is in line withthe statements that point to the e-commerce being hindered by thefinancial crisis The reasons not to
consider online shopping indicatedby the respondents are attachmentto traditional stores and concern forpurchase safety ndash more than half of non-buyers said they either like tosee the product itself and evaluateits quality are ldquoused tordquo traditionalshops or are afraid that they mightreceive a different product than theone ordered
morefrequently than
up till now13
as frequentlyas up till now
48
less frequentlythan up till now
7
I am not goingto buy on the
internet7 It is hard to say
25
situation could contribute substantially to the boost in online shopping Based on the results itmay be assumed that financial factors are the strongest triggers in this regard
33
21
11
5
5
3
3
2
2
1
3
3
8
lower prices
better personal financial situation
special offers discounts
lower costs of delivery
greater choice
better presentation of the choices
faster delivery
higher security regarding productdelivery
higher security of payments
higher product quality
other
it is hard to say
Nothing would encourage me toshop more frequently
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 67
Research method
The research was conducted with the use of the CAWI method (computer-assisted web interviewing) Respondentswere invited to take part in the study with the use of pop-under questionnaires displayed randomly to internet usersvisiting selected Latvian websites asking them to complete the online questionnaire The selection criteria of thewebsites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users as well as their content (unrelated to the studied topic directly)In order to ensure that the collected data is representative for the entire online population in Latvia the internetuser srsquo answers were analysed with the use of an analytical weight based on data related to the structure of theonline population in terms of gender age and frequency of internet usage All research findings expressed as apercentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers tounweighted data and shows the number of respondents who have answered a particular question
2007 surveyThe questionnaires were displayed on the tvnetlv website The data was gathered between 3rd and 8th of October2007 The final sample consisted of 2133 questionnaires completed by Latvian internet users aged 15 and above
2009 surveyThe questionnaires were displayed on the delfilv website The data was gathered in the period between 17th and25th of April 2009 The final sample consisted of 1500 questionnaires completed by Latvian internet users aged 15
and above
Online storesvs online auctions
Although the vast majority of e-customers in Latvia have shopped in online stores (95) only onein five has bidden on online auctions The main advantage of online shops compared to traditionalones are lower prices The second most important reason why Latvian internet users use e-shops
is the possibility to save time Of the reasons why Latvian internet users choose to shop on onlineauctions lower prices and wider availability of products that are difficult to find elsewhere proveto be the most common
ONLINE STORES ONLINE AUCTIONS
Reasons for purchasing onlineLower prices compared to traditional
shops (72)Lower prices compared to traditional
shops (71)
Encountered problemsLong product delivery time (25) False
information on the website (25)Long product delivery time (37)
Most popular payment method Cash on delivery (54) Payment service (63)
For each category the most often indicated answer is presentedBase of percentages are respectively (1) respondents who have ever shopped in online stores and (2) respondentswho have ever shopped on online auctions
220lv (36) xnetlv (23) and euroshoplv (11) are the first names that come to peoplesrsquominds when asked about online stores The main player on Latvian e-auctions market accordingto internet user unaided awareness is eBay which was spontaneously mentioned by 28 of respondents who have heard about online shopping
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 27
About the study
Countries included inthe 2009 e-commerce study
Countries where the e-commerce 2009 study wasconducted are shown in dark grey the country covered
by the report is marked in dark red
Content
The hereby report presents selected results
of the 2009 e-commerce study conductedin Latvia by Gemius in partnership with Delfiand CMS The study is a part of a researchproject concerning several countries fromCentral and Eastern Europe
The main aim of the research was toidentify the attitudes and usage preferencesof Latvian users regarding online shoppingin e-shops and on e-auctions
The full version of the report presents datagathered in surveys conducted in 2007 and
2009 and discussesbull General attitudes towards online shoppingbull Frequency of shopping on the internetbull Ranking of e-shop websites in Latviabull Attitude towards and usage of e-shopsbull Ranking of e-auction websites in Latviabull Attitudes towards and usage of e-auctions
In Latvia two study-related surveys wereconducted the first took place in 2007 theother in 2009
Objectives
The short version of the report showschosen 2009 results in the form of charts
and presents key findings in a descriptiveform
Full report
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 37
General attitudes towardsshopping
In general Latvian internet users like toshop almost two out of five respondentsexpressed a positive attitude towards thisactivity The most important factors duringpurchase decision-making are the possibilityof saving money and spending as little timeas possible doing this activity Compared to2007 the internet serves more often as themain source of information for all testedproduct categories Respondents refer tothe internet as a source of information
regardless of the actual place of productpurchase Products connected withtravelling phones and electronics are themost often searched for online
Apart from browsing the web many respondents enquire about products offline particularly viapersonal contacts with shop assistants friends and relatives This concerns products such asfood clothes and jewellery cosmetics childrenrsquos accessories sports equipment and furniture
For transparency of thedata presentation
values below 4 werehidden on the chart
Having decided to go shopping from where do you most often get information
about a given product
N= 1500 ndash all respondents
What do you care about most while shopping(apart from everyday shopping for food)
N= 1500 ndash all respondents
33
25
15
13
9
5
saving money
spending as little timeas possible
buying products of thebest quality
spending time in apleasant way
other
it is hard to say
62
50
45
46
34
41
36
40
37
35
4
9
9
12
18
18
15
14
8
12
4
11
9
7
6
11
4
7
8
7
6
16
20
10
11
5
6
15
8
8
5
6
5
11
7
7
6
5
12
14
7
10
24
14
19
35
16
29
25
train bus plane tickets
phones and GSMaccessories
consumer electronics anddomestic appliances
travel services
books music movies
computer hardware
computer software
movie and theatre t ickets
photo equipment
insurance
from the internet from friends and family
from advertisements from the press
from shop assistants from other sources
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 47
General attitudes towardsonline shopping
Based on your own experiences or otherpeoplersquos opinions do you think that buying on
the internethellip
N= 1486 - respondents who have heard of the possibility of online shopping
Have you ever shopped on the internet
N= 1500 ndash all respondents
The awareness of online shopping amongLatvian internet users is overwhelminglyhigh ndash only 1 declare they have neverheard of such a possibilityDespite the widespread perception of online shopping as being a risky activitymore than three in five respondentsappreciate the fact that buying via theinternet is cheaper than offline Anotheradvantage mentioned by internet users wasthe possibility to save time This may be the
reason why more than two in three internetusers declared that they shopped on theinternet at least onceThis seems to be a substantial
increase since 2007 when only half of respondents declared to have shopped on
the internet Nearly one third of Latvianinternet users who have shopped online arenewbies who made their first onlinepurchase within 6 months prior to thestudy The greatest share of Latvian e-customers shop online only several times ayear and merely one in six respondentsshops online once a month or more oftenThe majority of Latvian internet users makeonline purchases from their homecomputers and merely one in sixrespondents buys online productsservicesat work
Three in five Latvian respondents who have shopped online used price comparison enginesAlmost 40 of online-buyers begin shopping by using a search engine and one in three uses thee-shops they are accustomed to
61
37
35
10
6
hellipis cheaper than buying intraditional stores
hellipis less time -consumingthan buying in traditional
stores
hellipis risky
hellipis complicated
none of the above
yes71
no29
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 57
What would make you shop on the Internetmore frequently
N= 1131 ndash respondents who have shopped online
Predictions for the future
How often are you going to shop via the internet inthe future
N= 1131 ndash respondents who have shopped online
Based on respondentsrsquodeclarations it seems that the
frequency of online shoppingwill not change significantly inthe future ndash while 13 claimthey are going to shop morefrequently than presently 7declare lower shoppingfrequency and a correspondingshare claims that they willresign from online purchasesLower prices are the strongestincentive for e-customers toshop on the internet morefrequently Also a macro-economically driven betterpersonal financial
From the group of over 30 of internet users in Latvia who havenever shopped on the internet sofar only one in three claims they areconsidering online buying in thefuture which is a significantdecrease when compared to 2007This result however is in line withthe statements that point to the e-commerce being hindered by thefinancial crisis The reasons not to
consider online shopping indicatedby the respondents are attachmentto traditional stores and concern forpurchase safety ndash more than half of non-buyers said they either like tosee the product itself and evaluateits quality are ldquoused tordquo traditionalshops or are afraid that they mightreceive a different product than theone ordered
morefrequently than
up till now13
as frequentlyas up till now
48
less frequentlythan up till now
7
I am not goingto buy on the
internet7 It is hard to say
25
situation could contribute substantially to the boost in online shopping Based on the results itmay be assumed that financial factors are the strongest triggers in this regard
33
21
11
5
5
3
3
2
2
1
3
3
8
lower prices
better personal financial situation
special offers discounts
lower costs of delivery
greater choice
better presentation of the choices
faster delivery
higher security regarding productdelivery
higher security of payments
higher product quality
other
it is hard to say
Nothing would encourage me toshop more frequently
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 67
Research method
The research was conducted with the use of the CAWI method (computer-assisted web interviewing) Respondentswere invited to take part in the study with the use of pop-under questionnaires displayed randomly to internet usersvisiting selected Latvian websites asking them to complete the online questionnaire The selection criteria of thewebsites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users as well as their content (unrelated to the studied topic directly)In order to ensure that the collected data is representative for the entire online population in Latvia the internetuser srsquo answers were analysed with the use of an analytical weight based on data related to the structure of theonline population in terms of gender age and frequency of internet usage All research findings expressed as apercentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers tounweighted data and shows the number of respondents who have answered a particular question
2007 surveyThe questionnaires were displayed on the tvnetlv website The data was gathered between 3rd and 8th of October2007 The final sample consisted of 2133 questionnaires completed by Latvian internet users aged 15 and above
2009 surveyThe questionnaires were displayed on the delfilv website The data was gathered in the period between 17th and25th of April 2009 The final sample consisted of 1500 questionnaires completed by Latvian internet users aged 15
and above
Online storesvs online auctions
Although the vast majority of e-customers in Latvia have shopped in online stores (95) only onein five has bidden on online auctions The main advantage of online shops compared to traditionalones are lower prices The second most important reason why Latvian internet users use e-shops
is the possibility to save time Of the reasons why Latvian internet users choose to shop on onlineauctions lower prices and wider availability of products that are difficult to find elsewhere proveto be the most common
ONLINE STORES ONLINE AUCTIONS
Reasons for purchasing onlineLower prices compared to traditional
shops (72)Lower prices compared to traditional
shops (71)
Encountered problemsLong product delivery time (25) False
information on the website (25)Long product delivery time (37)
Most popular payment method Cash on delivery (54) Payment service (63)
For each category the most often indicated answer is presentedBase of percentages are respectively (1) respondents who have ever shopped in online stores and (2) respondentswho have ever shopped on online auctions
220lv (36) xnetlv (23) and euroshoplv (11) are the first names that come to peoplesrsquominds when asked about online stores The main player on Latvian e-auctions market accordingto internet user unaided awareness is eBay which was spontaneously mentioned by 28 of respondents who have heard about online shopping
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 37
General attitudes towardsshopping
In general Latvian internet users like toshop almost two out of five respondentsexpressed a positive attitude towards thisactivity The most important factors duringpurchase decision-making are the possibilityof saving money and spending as little timeas possible doing this activity Compared to2007 the internet serves more often as themain source of information for all testedproduct categories Respondents refer tothe internet as a source of information
regardless of the actual place of productpurchase Products connected withtravelling phones and electronics are themost often searched for online
Apart from browsing the web many respondents enquire about products offline particularly viapersonal contacts with shop assistants friends and relatives This concerns products such asfood clothes and jewellery cosmetics childrenrsquos accessories sports equipment and furniture
For transparency of thedata presentation
values below 4 werehidden on the chart
Having decided to go shopping from where do you most often get information
about a given product
N= 1500 ndash all respondents
What do you care about most while shopping(apart from everyday shopping for food)
N= 1500 ndash all respondents
33
25
15
13
9
5
saving money
spending as little timeas possible
buying products of thebest quality
spending time in apleasant way
other
it is hard to say
62
50
45
46
34
41
36
40
37
35
4
9
9
12
18
18
15
14
8
12
4
11
9
7
6
11
4
7
8
7
6
16
20
10
11
5
6
15
8
8
5
6
5
11
7
7
6
5
12
14
7
10
24
14
19
35
16
29
25
train bus plane tickets
phones and GSMaccessories
consumer electronics anddomestic appliances
travel services
books music movies
computer hardware
computer software
movie and theatre t ickets
photo equipment
insurance
from the internet from friends and family
from advertisements from the press
from shop assistants from other sources
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 47
General attitudes towardsonline shopping
Based on your own experiences or otherpeoplersquos opinions do you think that buying on
the internethellip
N= 1486 - respondents who have heard of the possibility of online shopping
Have you ever shopped on the internet
N= 1500 ndash all respondents
The awareness of online shopping amongLatvian internet users is overwhelminglyhigh ndash only 1 declare they have neverheard of such a possibilityDespite the widespread perception of online shopping as being a risky activitymore than three in five respondentsappreciate the fact that buying via theinternet is cheaper than offline Anotheradvantage mentioned by internet users wasthe possibility to save time This may be the
reason why more than two in three internetusers declared that they shopped on theinternet at least onceThis seems to be a substantial
increase since 2007 when only half of respondents declared to have shopped on
the internet Nearly one third of Latvianinternet users who have shopped online arenewbies who made their first onlinepurchase within 6 months prior to thestudy The greatest share of Latvian e-customers shop online only several times ayear and merely one in six respondentsshops online once a month or more oftenThe majority of Latvian internet users makeonline purchases from their homecomputers and merely one in sixrespondents buys online productsservicesat work
Three in five Latvian respondents who have shopped online used price comparison enginesAlmost 40 of online-buyers begin shopping by using a search engine and one in three uses thee-shops they are accustomed to
61
37
35
10
6
hellipis cheaper than buying intraditional stores
hellipis less time -consumingthan buying in traditional
stores
hellipis risky
hellipis complicated
none of the above
yes71
no29
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 57
What would make you shop on the Internetmore frequently
N= 1131 ndash respondents who have shopped online
Predictions for the future
How often are you going to shop via the internet inthe future
N= 1131 ndash respondents who have shopped online
Based on respondentsrsquodeclarations it seems that the
frequency of online shoppingwill not change significantly inthe future ndash while 13 claimthey are going to shop morefrequently than presently 7declare lower shoppingfrequency and a correspondingshare claims that they willresign from online purchasesLower prices are the strongestincentive for e-customers toshop on the internet morefrequently Also a macro-economically driven betterpersonal financial
From the group of over 30 of internet users in Latvia who havenever shopped on the internet sofar only one in three claims they areconsidering online buying in thefuture which is a significantdecrease when compared to 2007This result however is in line withthe statements that point to the e-commerce being hindered by thefinancial crisis The reasons not to
consider online shopping indicatedby the respondents are attachmentto traditional stores and concern forpurchase safety ndash more than half of non-buyers said they either like tosee the product itself and evaluateits quality are ldquoused tordquo traditionalshops or are afraid that they mightreceive a different product than theone ordered
morefrequently than
up till now13
as frequentlyas up till now
48
less frequentlythan up till now
7
I am not goingto buy on the
internet7 It is hard to say
25
situation could contribute substantially to the boost in online shopping Based on the results itmay be assumed that financial factors are the strongest triggers in this regard
33
21
11
5
5
3
3
2
2
1
3
3
8
lower prices
better personal financial situation
special offers discounts
lower costs of delivery
greater choice
better presentation of the choices
faster delivery
higher security regarding productdelivery
higher security of payments
higher product quality
other
it is hard to say
Nothing would encourage me toshop more frequently
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 67
Research method
The research was conducted with the use of the CAWI method (computer-assisted web interviewing) Respondentswere invited to take part in the study with the use of pop-under questionnaires displayed randomly to internet usersvisiting selected Latvian websites asking them to complete the online questionnaire The selection criteria of thewebsites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users as well as their content (unrelated to the studied topic directly)In order to ensure that the collected data is representative for the entire online population in Latvia the internetuser srsquo answers were analysed with the use of an analytical weight based on data related to the structure of theonline population in terms of gender age and frequency of internet usage All research findings expressed as apercentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers tounweighted data and shows the number of respondents who have answered a particular question
2007 surveyThe questionnaires were displayed on the tvnetlv website The data was gathered between 3rd and 8th of October2007 The final sample consisted of 2133 questionnaires completed by Latvian internet users aged 15 and above
2009 surveyThe questionnaires were displayed on the delfilv website The data was gathered in the period between 17th and25th of April 2009 The final sample consisted of 1500 questionnaires completed by Latvian internet users aged 15
and above
Online storesvs online auctions
Although the vast majority of e-customers in Latvia have shopped in online stores (95) only onein five has bidden on online auctions The main advantage of online shops compared to traditionalones are lower prices The second most important reason why Latvian internet users use e-shops
is the possibility to save time Of the reasons why Latvian internet users choose to shop on onlineauctions lower prices and wider availability of products that are difficult to find elsewhere proveto be the most common
ONLINE STORES ONLINE AUCTIONS
Reasons for purchasing onlineLower prices compared to traditional
shops (72)Lower prices compared to traditional
shops (71)
Encountered problemsLong product delivery time (25) False
information on the website (25)Long product delivery time (37)
Most popular payment method Cash on delivery (54) Payment service (63)
For each category the most often indicated answer is presentedBase of percentages are respectively (1) respondents who have ever shopped in online stores and (2) respondentswho have ever shopped on online auctions
220lv (36) xnetlv (23) and euroshoplv (11) are the first names that come to peoplesrsquominds when asked about online stores The main player on Latvian e-auctions market accordingto internet user unaided awareness is eBay which was spontaneously mentioned by 28 of respondents who have heard about online shopping
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 47
General attitudes towardsonline shopping
Based on your own experiences or otherpeoplersquos opinions do you think that buying on
the internethellip
N= 1486 - respondents who have heard of the possibility of online shopping
Have you ever shopped on the internet
N= 1500 ndash all respondents
The awareness of online shopping amongLatvian internet users is overwhelminglyhigh ndash only 1 declare they have neverheard of such a possibilityDespite the widespread perception of online shopping as being a risky activitymore than three in five respondentsappreciate the fact that buying via theinternet is cheaper than offline Anotheradvantage mentioned by internet users wasthe possibility to save time This may be the
reason why more than two in three internetusers declared that they shopped on theinternet at least onceThis seems to be a substantial
increase since 2007 when only half of respondents declared to have shopped on
the internet Nearly one third of Latvianinternet users who have shopped online arenewbies who made their first onlinepurchase within 6 months prior to thestudy The greatest share of Latvian e-customers shop online only several times ayear and merely one in six respondentsshops online once a month or more oftenThe majority of Latvian internet users makeonline purchases from their homecomputers and merely one in sixrespondents buys online productsservicesat work
Three in five Latvian respondents who have shopped online used price comparison enginesAlmost 40 of online-buyers begin shopping by using a search engine and one in three uses thee-shops they are accustomed to
61
37
35
10
6
hellipis cheaper than buying intraditional stores
hellipis less time -consumingthan buying in traditional
stores
hellipis risky
hellipis complicated
none of the above
yes71
no29
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 57
What would make you shop on the Internetmore frequently
N= 1131 ndash respondents who have shopped online
Predictions for the future
How often are you going to shop via the internet inthe future
N= 1131 ndash respondents who have shopped online
Based on respondentsrsquodeclarations it seems that the
frequency of online shoppingwill not change significantly inthe future ndash while 13 claimthey are going to shop morefrequently than presently 7declare lower shoppingfrequency and a correspondingshare claims that they willresign from online purchasesLower prices are the strongestincentive for e-customers toshop on the internet morefrequently Also a macro-economically driven betterpersonal financial
From the group of over 30 of internet users in Latvia who havenever shopped on the internet sofar only one in three claims they areconsidering online buying in thefuture which is a significantdecrease when compared to 2007This result however is in line withthe statements that point to the e-commerce being hindered by thefinancial crisis The reasons not to
consider online shopping indicatedby the respondents are attachmentto traditional stores and concern forpurchase safety ndash more than half of non-buyers said they either like tosee the product itself and evaluateits quality are ldquoused tordquo traditionalshops or are afraid that they mightreceive a different product than theone ordered
morefrequently than
up till now13
as frequentlyas up till now
48
less frequentlythan up till now
7
I am not goingto buy on the
internet7 It is hard to say
25
situation could contribute substantially to the boost in online shopping Based on the results itmay be assumed that financial factors are the strongest triggers in this regard
33
21
11
5
5
3
3
2
2
1
3
3
8
lower prices
better personal financial situation
special offers discounts
lower costs of delivery
greater choice
better presentation of the choices
faster delivery
higher security regarding productdelivery
higher security of payments
higher product quality
other
it is hard to say
Nothing would encourage me toshop more frequently
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 67
Research method
The research was conducted with the use of the CAWI method (computer-assisted web interviewing) Respondentswere invited to take part in the study with the use of pop-under questionnaires displayed randomly to internet usersvisiting selected Latvian websites asking them to complete the online questionnaire The selection criteria of thewebsites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users as well as their content (unrelated to the studied topic directly)In order to ensure that the collected data is representative for the entire online population in Latvia the internetuser srsquo answers were analysed with the use of an analytical weight based on data related to the structure of theonline population in terms of gender age and frequency of internet usage All research findings expressed as apercentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers tounweighted data and shows the number of respondents who have answered a particular question
2007 surveyThe questionnaires were displayed on the tvnetlv website The data was gathered between 3rd and 8th of October2007 The final sample consisted of 2133 questionnaires completed by Latvian internet users aged 15 and above
2009 surveyThe questionnaires were displayed on the delfilv website The data was gathered in the period between 17th and25th of April 2009 The final sample consisted of 1500 questionnaires completed by Latvian internet users aged 15
and above
Online storesvs online auctions
Although the vast majority of e-customers in Latvia have shopped in online stores (95) only onein five has bidden on online auctions The main advantage of online shops compared to traditionalones are lower prices The second most important reason why Latvian internet users use e-shops
is the possibility to save time Of the reasons why Latvian internet users choose to shop on onlineauctions lower prices and wider availability of products that are difficult to find elsewhere proveto be the most common
ONLINE STORES ONLINE AUCTIONS
Reasons for purchasing onlineLower prices compared to traditional
shops (72)Lower prices compared to traditional
shops (71)
Encountered problemsLong product delivery time (25) False
information on the website (25)Long product delivery time (37)
Most popular payment method Cash on delivery (54) Payment service (63)
For each category the most often indicated answer is presentedBase of percentages are respectively (1) respondents who have ever shopped in online stores and (2) respondentswho have ever shopped on online auctions
220lv (36) xnetlv (23) and euroshoplv (11) are the first names that come to peoplesrsquominds when asked about online stores The main player on Latvian e-auctions market accordingto internet user unaided awareness is eBay which was spontaneously mentioned by 28 of respondents who have heard about online shopping
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 57
What would make you shop on the Internetmore frequently
N= 1131 ndash respondents who have shopped online
Predictions for the future
How often are you going to shop via the internet inthe future
N= 1131 ndash respondents who have shopped online
Based on respondentsrsquodeclarations it seems that the
frequency of online shoppingwill not change significantly inthe future ndash while 13 claimthey are going to shop morefrequently than presently 7declare lower shoppingfrequency and a correspondingshare claims that they willresign from online purchasesLower prices are the strongestincentive for e-customers toshop on the internet morefrequently Also a macro-economically driven betterpersonal financial
From the group of over 30 of internet users in Latvia who havenever shopped on the internet sofar only one in three claims they areconsidering online buying in thefuture which is a significantdecrease when compared to 2007This result however is in line withthe statements that point to the e-commerce being hindered by thefinancial crisis The reasons not to
consider online shopping indicatedby the respondents are attachmentto traditional stores and concern forpurchase safety ndash more than half of non-buyers said they either like tosee the product itself and evaluateits quality are ldquoused tordquo traditionalshops or are afraid that they mightreceive a different product than theone ordered
morefrequently than
up till now13
as frequentlyas up till now
48
less frequentlythan up till now
7
I am not goingto buy on the
internet7 It is hard to say
25
situation could contribute substantially to the boost in online shopping Based on the results itmay be assumed that financial factors are the strongest triggers in this regard
33
21
11
5
5
3
3
2
2
1
3
3
8
lower prices
better personal financial situation
special offers discounts
lower costs of delivery
greater choice
better presentation of the choices
faster delivery
higher security regarding productdelivery
higher security of payments
higher product quality
other
it is hard to say
Nothing would encourage me toshop more frequently
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 67
Research method
The research was conducted with the use of the CAWI method (computer-assisted web interviewing) Respondentswere invited to take part in the study with the use of pop-under questionnaires displayed randomly to internet usersvisiting selected Latvian websites asking them to complete the online questionnaire The selection criteria of thewebsites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users as well as their content (unrelated to the studied topic directly)In order to ensure that the collected data is representative for the entire online population in Latvia the internetuser srsquo answers were analysed with the use of an analytical weight based on data related to the structure of theonline population in terms of gender age and frequency of internet usage All research findings expressed as apercentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers tounweighted data and shows the number of respondents who have answered a particular question
2007 surveyThe questionnaires were displayed on the tvnetlv website The data was gathered between 3rd and 8th of October2007 The final sample consisted of 2133 questionnaires completed by Latvian internet users aged 15 and above
2009 surveyThe questionnaires were displayed on the delfilv website The data was gathered in the period between 17th and25th of April 2009 The final sample consisted of 1500 questionnaires completed by Latvian internet users aged 15
and above
Online storesvs online auctions
Although the vast majority of e-customers in Latvia have shopped in online stores (95) only onein five has bidden on online auctions The main advantage of online shops compared to traditionalones are lower prices The second most important reason why Latvian internet users use e-shops
is the possibility to save time Of the reasons why Latvian internet users choose to shop on onlineauctions lower prices and wider availability of products that are difficult to find elsewhere proveto be the most common
ONLINE STORES ONLINE AUCTIONS
Reasons for purchasing onlineLower prices compared to traditional
shops (72)Lower prices compared to traditional
shops (71)
Encountered problemsLong product delivery time (25) False
information on the website (25)Long product delivery time (37)
Most popular payment method Cash on delivery (54) Payment service (63)
For each category the most often indicated answer is presentedBase of percentages are respectively (1) respondents who have ever shopped in online stores and (2) respondentswho have ever shopped on online auctions
220lv (36) xnetlv (23) and euroshoplv (11) are the first names that come to peoplesrsquominds when asked about online stores The main player on Latvian e-auctions market accordingto internet user unaided awareness is eBay which was spontaneously mentioned by 28 of respondents who have heard about online shopping
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 67
Research method
The research was conducted with the use of the CAWI method (computer-assisted web interviewing) Respondentswere invited to take part in the study with the use of pop-under questionnaires displayed randomly to internet usersvisiting selected Latvian websites asking them to complete the online questionnaire The selection criteria of thewebsites where the survey recruitment took place referred to total reach and the socio-demographic profile of website users as well as their content (unrelated to the studied topic directly)In order to ensure that the collected data is representative for the entire online population in Latvia the internetuser srsquo answers were analysed with the use of an analytical weight based on data related to the structure of theonline population in terms of gender age and frequency of internet usage All research findings expressed as apercentage on the charts refer to weighted data whereas the sample size (N) presented on the slides refers tounweighted data and shows the number of respondents who have answered a particular question
2007 surveyThe questionnaires were displayed on the tvnetlv website The data was gathered between 3rd and 8th of October2007 The final sample consisted of 2133 questionnaires completed by Latvian internet users aged 15 and above
2009 surveyThe questionnaires were displayed on the delfilv website The data was gathered in the period between 17th and25th of April 2009 The final sample consisted of 1500 questionnaires completed by Latvian internet users aged 15
and above
Online storesvs online auctions
Although the vast majority of e-customers in Latvia have shopped in online stores (95) only onein five has bidden on online auctions The main advantage of online shops compared to traditionalones are lower prices The second most important reason why Latvian internet users use e-shops
is the possibility to save time Of the reasons why Latvian internet users choose to shop on onlineauctions lower prices and wider availability of products that are difficult to find elsewhere proveto be the most common
ONLINE STORES ONLINE AUCTIONS
Reasons for purchasing onlineLower prices compared to traditional
shops (72)Lower prices compared to traditional
shops (71)
Encountered problemsLong product delivery time (25) False
information on the website (25)Long product delivery time (37)
Most popular payment method Cash on delivery (54) Payment service (63)
For each category the most often indicated answer is presentedBase of percentages are respectively (1) respondents who have ever shopped in online stores and (2) respondentswho have ever shopped on online auctions
220lv (36) xnetlv (23) and euroshoplv (11) are the first names that come to peoplesrsquominds when asked about online stores The main player on Latvian e-auctions market accordingto internet user unaided awareness is eBay which was spontaneously mentioned by 28 of respondents who have heard about online shopping
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
882019 E-Commerce 2009 Trends and Attitudes Research Into Latvian Internet Users
httpslidepdfcomreaderfulle-commerce-2009-trends-and-attitudes-research-into-latvian-internet-users 77
Gemius SA is the largest online research agency in Central and Eastern Europe The company hasbeen dedicated to internet market research since its founding in 1999 By focusing the businesson maximizing credibility quality and accuracy the company has been able to grow into thelargest online market research agency in Central and Eastern Europe in less than 5 yearsCurrently Gemius is focusing on developing our activities on the following markets ScandinaviaUK Austria Turkey and in the Middle EastGemius SA provides a wide range of internet research to brand name clients throughout EuropeGemius provides data on internet users behaviour (gemiusTraffic) internet audience profiles(gemiusProfile) or online advertising campaign effectiveness (gemiusEffect) GemiusgemiusAudience research is the online advertising currency across Europe where by workingwith key joint-industry committees and other market players Gemius provides accurate high-quality measurement of online audiences for media planners buyers and sellersThe companys goal is to go beyond statistics and to provide thorough knowledge to our clientshelping them to make the most of their investments in the online marketing channelWe focus on high-quality ethical research We adhere strictly to the codes of conduct developedby ESOMAR
About the company
Contact
Contact personToms PandersMail tomspandersgemiuscom
Gemius LatviaĢertrūdes 66-24LV-1009 Rīga
Telfax (+371) 291 27951
