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7/30/2019 Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street
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Understanding the UK Shopper in
2013Headlines
Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
7/30/2019 Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street
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Shopping Habits
2
Shopping habits are changing, with over half of UK shopperswith internet access shopping more online over the past 12months1
Late night shopping is only undertaken by one in three withthe majority preferring to shop at other times2
Although some shoppers are environmentally conscious, fewbase their actual purchase decisions around environmentalor fairtrade issues3
Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013 www.LatimerAppleby.com
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Shopping Centres
Shopping centres are still used by the majority, many expecta good choice of shops, a safe environment and efficient,friendly service1
Additional services such as free Wi-Fi and secure lockers arethe most appealing, as are special offer/discount periods andoccasional markets2
A website is the preferred method for shopping centrecommunications, ahead of local press and email. Yet fewshoppers actively follow or like shopping centres via social
media3
3Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Spending Habits
Shoppers are now more budget conscious and are willing totravel greater distances for bigger discounts1
Online spending has particularly decreased in sportswear,fashion accessories and restaurant booking2
More shoppers believe their online spending will increaseover the coming year, whilst also believing their shoppingcentre and designer outlet spending will decrease3
4Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Understanding the UK Shopper in
2013Report
5Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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SHOPPING HABITS
6Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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In the last 12 months more consumers have been shopping
online more often; charity shops and supermarkets show
less change
52% are
shopping online
more often
Between one half and two thirds feel their
shopping behaviours have been mostly
consistent across high street stores,
supermarkets and shopping centres
22% of consumers are visiting charity shops
more often and only 13% (more common
amongst 25-34 year olds) are visiting less
often
However, 36% are visiting designer outletsless oftenvs. 7% more often
7Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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90% of all UK adults with internet access are
shopping online; in particular females and the
over 55s
92% of UK
femalesshop online
87% of UK
males shoponline
86% of UK
under 25sshop online
93% of UK
over 55sshop online
8Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Prefer
shopping at
other times
Too tired Too busy Don't feel
safe
No transport
/ poor
transport
Other reason
18-24s
25-34s
35-44s
45-54s
Over 55s
65% of UK adults nevergo late night shoppingthey
simply prefer to shop at other times or are just too tired
Over 40% of
under 35s
ever go latenight
shopping
Only 26% of
UK over 55s
ever go latenight
shopping
Older
groups
prefer
shopping
at other
times
Younger
groups are
too tired
9Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Only 18% of shoppers make actual purchase
decisions based on environmental issues
27% of shoppers areundecided on
purchasing something
because it is or is not
green
25-34 year olds are
least likely to allow
their purchasing to be
influenced byenvironmental issues
10Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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36% of shoppers find FAIRTRADE products
important
Yet, only 20%
make purchase
decisions
based on thepresence of a
FAIRTRADE
label 23% do
not know
Fewer 25-34
year olds
would decide
to buysomething
based on the
presence of a
FAIRTRADElabel
11Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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SHOPPING CENTRES
12Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Shopping centres are regularly used by all, with
65% visiting at least one scheme in the past
month
24% of all UK shoppers
have visited a
shopping centre in the
past week
44% of all shoppers
will have visited a
centre in the past
fortnight
The over 55s are more
likely to have visited in
the last 7 days
13Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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However, the majority of these visits are to 3 or
fewer different shopping centres over a 12 month
period
The average
number of
shopping centres
used in a 12
month period is
3
78% of UK shoppers
have visited 3 or
fewer shopping
centres within the last
12 months
Fewer than 10% of
shoppers have visited
more than 5 different
centres in the last 12
months
No real difference across age and gender
14Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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The choice of shops and efficient service are the
most important factors to UK shoppers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A gym
A cinema
Choice of restaurants & bars
Choice of coffee shops / cafs
Facilities e.g. toilets, baby change
Distance from home
Pleasant atmosphere
Friendly service in the shops
Ease of access
Safe, secure environment
Efficient service in shops
Choice of shops
Majority of these services are seen as
very or quite important to shoppers
A choice of coffee shops/cafes,
restaurants and bars are viewed as less
important, and cinemas and gyms are
important to very few
UK
females
see all
these
factors as
moreimportant
than
malesThose who selected very/quite
important
A safe, secure
environment,
efficient service,
ease of access and
good basic facilitiesare even more
important for the
older shopper
15Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Free Wi-Fi and secure lockers are the most appealing
additional services shopping centres could offer
More than 60% of UK
shoppers would like to see
free Wi-Fi introduced into
shopping centres Other additional services such as anursery or crche; a GP surgery or a
medical centre; a community centreor job club; or personal shoppers are
less appealing
Not surprisingly, the nursery or
crche idea appeals more to females
than males
The appeal for free Wi-Fi or secure
lockers declines with age
16
45% of UK shoppers would like
to see secure lockers
introduced into shopping
centres and used for collectionof items purchased online
Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
7/30/2019 Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street
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Besides special offers/discounts, occasional markets are the
events consumers would most like to see at shopping
centres
49% of UK shoppers
would like to see
special
offer/discount
events at shopping
centres
47% would like to
see occasional
markets e.g.
Christmas markets
41% would like to
see regular street
markets
31% would like to
see craft fairs
The least popular
events were more
niche activities such
as motor shows,
student nights andfashion shows
17Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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A website is the preferred method of communication
from shopping centres to their shoppers
50% of UK consumers see a website as the mostappealing way shopping centres could communicate with
them
Email and local newspapers are the next most appealingmethods (48% and 44% respectively)
Flyers and posters appeal to less than 33% of UKshoppers
All other methods of communication such as: Facebook,Twitter, mobile applications, text messaging and direct
mail generate negative net appeal scores
18Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
7/30/2019 Latimer Appleby - Understanding the UK Shopper in 2013 - Consumer Insights - Retail - High Street
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13% of under 25s actively like UK shopping centres on
Facebook, which is the highest of any age group
69% of UK
consumers claim to
use Facebook
10% of those,
actively likeshopping centres
Females are more
likely to useFacebook and like
shopping centres
Over 55s are least
likely to use or likeshopping centres
The average
number of
shopping centrelikes is between 3
and 4
19Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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5% of Twitter users follow at least one shopping
centre
55% of UK
consumers claim to
use Twitter
Twitter use peaks
amongst 25-34 year olds
unlike Facebook which
has near identical use byboth 18-24 and 25-34
year olds
The average number of
shopping centres
followed is alsobetween 3 and 4
20Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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SPENDING HABITS
21Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Budget conscious shoppers are more careful with
their money and look out for bargains more often
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
I use discount shops less often
I go to charity shops more often
I go to designer outlets less than before
I'm travelling shorter distances to shop
I tend to browse more now
I plan my shopping trips less often
I'm spending less money
I'm buying more on the internet
I use discount vouchers more often
I look for bargains more often
I'm more careful with my money
Those who strongly or slightly agree
46% of shoppers strongly
agree that they are more
careful with their money
75% look for bargains and
two-thirds are using discount
vouchers more often
Consistent with the internet
spend learnings, 28%
strongly agree that they are
spending more on the
internet, 30% agree to some
extent
Only 13% disagree that theyare spending less money
22Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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19% of UK shoppers are willing travel an extra 60minutes to get a 35% discount or 30 minutes to get a15% discount
However, fewer than 10%
would be prepared to
travel an additional 2hours for a 50% discount
Interestingly, more than
half of all respondents
have no preference
More women than
men would be
prepared to travel an
extra 30 minutes for
a 15% discount
No preference
increases with age,
suggesting youngshoppers have a
better idea of what
deal they want
23Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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In the last 12 months, online spending has decreased in
sportswear, restaurant booking and fashion accessories
29% of UK shoppers believe they have spentmore on food over the last year perhapslinked to perceptions of rising food prices
UK shoppers are also spending slightly less inclothing sectors, electrical & electronic goodsand CDs/DVDs/games
The number of shoppers spending more online
over the last 12 months declines with ageacross all categories
24Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
H d 50% f UK b li th i
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However, around 50% of UK consumers believe their
total spending has been the same over the last 12
months
Mostly consistent across the 17 different product categories, ranging from 58% for
health and beauty products to 42% for alcohol
Food was the
single category
with a positive
difference
All other
categories(including
jewellery & gifts,
children's wear &
fashion
accessories)
show a negativedifference
UK females are
spending less on
individual product
categories than
males
The proportion of
UK shoppers
spending more
declines with age
25Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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30% of UK shoppers predict they
will spend less in shopping centres
over the coming year
23% predict they will spend a lot
less in designer outlets over the
next 12 months
Older shoppers appear less
confident in their spending over the
coming year than younger shoppers
11% of UK shoppers predict that
they will spend a lot more money
on the internet in the coming year,
whilst 31% predict they will spend
a little more
Only 13% believe they will spend
less
A higher proportion of males
believe they will be spending more
over the coming year
Shoppers believe that their online spend will increase over
the coming year, whilst shopping centre spend will decrease
High street spend
remains balanced
26Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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To discuss the findings of this report, or to find out how we can help you
understand your shoppers better please contact either Paul Latimer or PeterAppleby.
Paul Latimer
07957 653590
Peter Appleby
07973 214630
Latimer Appleby Limited
Old Steyne House
21-22 Old Steine
Brighton
BN1 1EL
Tel: 01273 648335
www.latimerappleby.com
27Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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APPENDIX
28Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com
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Methodology & Sample
Methodology Online questionnaire delivered to a panel of
100,000 active members
Sample A UK sample of 2,000 adults, representative
of gender, age and region
Fieldwork dates January 2013
29Understanding the UK Shopper in 2013
Base: 2000, UK adults (18+) Fieldwork: January 2013www.LatimerAppleby.com