1. Netherlands

2. Agenda 2
• Methodology
• Summary
• Research & Purchase Behaviour, Online and Offline
• Search Engine Usage
• eCommerce Attitudes &Behaviours
2

3. Methodology

4. Methodology 4
• Target group: Internet user in Netherlands, 14 years and older
• Sample: N=2,026 Internet users
• Methodology: Online Questionnaire
• Fieldwork: March 29th – April 18th,
• Research company: TNS Infratest
• End product: www.consumerbarometer.eu

5. Summary

6. Summary 6
• Online consumers in Netherlands purchase a wide variety of products online
• Travel products are most likely to be researched online, and are more likely
to be purchased online than offline
• Technology items see high levels of online research and purchase, as do
finance products
• M&E&L products are purchased online to a great extent, consumers still tend
to purchase products from the remaining categories offline
• Search engines are the most commonly used type of website for online
research and mainly used by respondents who search for travel, tech or
auto-related information
• Over half of online consumers in the Netherlands have redeemed a product
voucher or code when purchasing products online
• Consumers appreciate the convenience of online shopping

7. Research & Purchase Behaviour, Online and Offline

8. Total Purchase 8
• In the past 12 months, the vast majority of consumers have bought retail and
CPG &healthcare products
Share of Purchasers within last 12 months
Base: Onliner
Retail (net) 90%
For each vertical, the graph CPG&Healthcare (net) 83%
shows the percentage of
respondents who purchased Tech (net) 78%
at least one product within
the respective vertical.
M&E&L (net) 68%
Multiple product purchases
within a vertical are still only
counted once - hence "net". Travel (net) 55%
The maximum net
percentage therefore is Auto (net) 42%
100%.
Finance (net) 31%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Question: When did you last buy any of the following products or services: within the last 3 months, the last 6 months, the last 12 months, more than 12 months or never?
Source: Q1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n =2,026

9. Method of Purchase 9
• Purchasers of travel purchase significantly more products online than offline.
Further, tech, M&E&L, retail and finance products are often purchased online
Method of Purchase
Base: Online and Offline Shopper
100% 94%
91%
90% 82% 81%
80% 76%
70% 65% 64%
60%
56% 57%
60%
48%
50%
38%
40%
30% 23%
20% 14%
10%
0%
CPG&Healthcare Retail Auto Tech Finance M&E&L Travel
Bought offline Bought online
Question: Thinking about the last time you bought each of these products or services, how did you purchase them: online, by phone, by catalogue, in a store/agency/
showroom or any other way?
Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each product
category

10. Segmentation of Product Categories 10
1 Personal appliances
100% 2 Domestic appliances
Research Online 3 Books
4 Clothing & accessories
5 CDs/DVDs
6 Toys
7 Footwear
8 Gifts, flowers, greetings
9 DIY, Tools, Garden Equipment
10 Home Furnishings/Furniture
Research online 11 Home and household goods
12 Sport equipment
13 Mobile phone subscription
14 Audio devices
15 Computer hardware
31 16 Digital camera/camcorder
17 Visual devices
18 Computer software/video games
33 19 Printer supplies
20 Mobile phone (handset)
20 13 21 Computer peripherals
15
22 Health products
32 23 Groceries
25 21 16 18
19 36 24 Cosmetics/beauty products
2 28 25 Cars
17 14
3 26 Car Parts or Accessories
35 5 27 Cinema Tickets
29 34
10 30 28 Event tickets
29 Real estate
Research offline 1 26 12 4
27 30 Business Travel
6 31 Hotels
11 32 Package Holidays
9 22 33 Leisure Flights
7 24 34 Personal Loans
8
100% 35 Home insurance
Research Offline 23
36 Car insurance
100%
Purchase Offline Purchase offline Purchase online 100%
Purchase Online
Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)

11. Search Engine Usage

12. Websites Used for Online Research 12
• Search engines are the most commonly used type of website for online
research. In contrast, (micro)blogs and financial websites are hardly used
Websites Used for Online Research
Base: Onliner
Search Engines 59%
Manufacturer 41%
Price Comparison 38%
Consumer Reviews 35%
Online auction 30%
Retailer 27%
Mapping 21%
Social Networking 9%
Video Portals 9%
Bulletin Boards 8%
Financial 5%
Blogs 4%
Microblogs 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Question: Thinking in general, what sorts of websites do you use in researching purchases you make either online or elsewhere e.g. in a store / agency / showroom / by phone, etc.
Source: Q5 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026
1
2

13. Search Engine Usage 13
• Search engines are mainly used by respondents who search for travel, tech
or auto-related information
Search Engine Usage
Base: Online Researcher
Mean: 57%
Travel 68%
Tech 66%
Auto 65%
Retail 57%
Finance 55%
M&E&L 49%
CPG&Healthcare 39%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Question: And for which of these products or services, did you use a search engine to help do your research?
Source: Q3.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each
product category
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3

14. eCommerce Attitudes and Behaviours Links

15. eCommerce Attitudes: Security 15
I always read the Terms &
Conditions before buying
an item online.
I’m comfortable
buying products
from foreign 44%
websites. I’m comfortable buying
products from
unfamiliar websites.
19%
16%
Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?
Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026
Top 2 on a 5 point scale = strongly agree, agree

16. eCommerce Attitudes: Loyalty & Convenience (1/2) 16
I only buy from
websites where I am
The internet is the first already a customer
place I usually go to
when researching
products to buy.
Online shopping is I have changed my mind
convenient and 25% about which brand to buy
saves me time. following research on the
61% web.
64%
30%
Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?
Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026
Top 2 on a 5 point scale = strongly agree, agree
1

17. eCommerce Attitudes: Loyalty & Convenience (2/2) 17
I find arranging
suitable delivery times
I may do research
difficult.
online, but will only
purchase a product in a
store.
21% I find returning items
I find delivery of goods
to be unsatisfactory/
purchased online is
difficult. 20%
too expensive.
39%
40%
Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?
Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026
Top 2 on a 5 point scale = strongly agree, agree

18. eCommerce Attitudes: Online Promotions 18
I have ever redeemed a
promotional voucher or
discount code when
buying products online.
I have ever bought
something as a direct
result of an email I have
I have ever bought a
received from a retailer.
53% product as a result of
reading a recommendation
from the retailer.
19%
22%
Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?
Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026
Top 2 on a 5 point scale = strongly agree, agree
1

19. Appendix

20. ROPO by Product Category (Reading Example) 20
Research Online AND Research Offline AND
Research Purchase Research Purchase
Online Offline
Online Offline Online Offline
Overall 75% 59% 53% 97% 59% 91%
Technology 61% 41% 38% 79% 32% 66%
Mobile phone (handset) 45%1 23%2 22%3 55% 17% 38%
Printer supplies 36% 23% 13% 64% 16% 48%
Computer Hardware 43% 19% 25% 57% 16% 40%
Digital Camera/Camcorder 38% 19% 19% 62% 17% 44%
Computer peripherals (e.g. printer) 38% 16% 22% 62% 14% 48%
Mobile phone subscription 45% 27% 18% 55% 20% 35%
Visual devices 32% 12% 20% 68% 16% 52%
Audio devices 33% 16% 17% 67% 19% 49%
Computer Software / Video games 38% 24% 13% 62% 23% 39%
Travel 60% 51% 12% 59%4 36%5 30%6
Leisure Flights 51% 43% 8% 49% 27% 22%
Business Travel 25% 19% 7% 75% 34% 41%
Hotels (for leisure/holidays) 59% 52% 6% 41% 25% 17%
Package Holidays 40% 34% 6% 60% 26% 35%
Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)
Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each
product category

21. ROPO Behaviour by Product Category (1/3) 21
Research Online AND Research Offline AND
Research Purchase Research Purchase
Online Offline
Online Offline Online Offline
Overall 75% 59% 53% 97% 59% 91%
Technology 61% 41% 38% 79% 32% 66%
Mobile phone (handset) 45% 23% 22% 55% 17% 38%
Printer supplies 36% 23% 13% 64% 16% 48%
Computer Hardware 43% 19% 25% 57% 16% 40%
Digital Camera/Camcorder 38% 19% 19% 62% 17% 44%
Computer peripherals (e.g. printer) 38% 16% 22% 62% 14% 48%
Mobile phone subscription 45% 27% 18% 55% 20% 35%
Visual devices 32% 12% 20% 68% 16% 52%
Audio devices 33% 16% 17% 67% 19% 49%
Computer Software / Video games 38% 24% 13% 62% 23% 39%
Travel 60% 51% 12% 59% 36% 30%
Leisure Flights 51% 43% 8% 49% 27% 22%
Business Travel 25% 19% 7% 75% 34% 41%
Hotels (for leisure/holidays) 59% 52% 6% 41% 25% 17%
Package Holidays 40% 34% 6% 60% 26% 35%
Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)
Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each
product category

22. ROPO Behaviour by Product Category (2/3) 22
Research Online AND Research Offline AND
Research Purchase Research Purchase
Online Offline
Online Offline Online Offline
Retail 49% 30% 32% 97% 38% 88%
Books 30% 23% 8% 70% 26% 44%
Clothing & Accessories 19% 11% 8% 81% 13% 68%
Toys 17% 7% 10% 83% 9% 74%
Footwear 9% 5% 5% 91% 6% 85%
Sport equipment 18% 7% 11% 82% 13% 69%
CDs / DVDs 29% 20% 8% 71% 28% 44%
Gifts, flowers, greetings 7% 3% 4% 93% 7% 85%
Domestic appliances 34% 13% 21% 66% 18% 48%
Personal appliances 18% 6% 13% 82% 11% 71%
DIY, tools, Garden Equipment 12% 2% 10% 88% 4% 84%
Home Furnishings/Furniture 24% 7% 18% 76% 7% 69%
Home and Household Goods 14% 4% 11% 86% 6% 80%
CPG & Healthcare 14% 5% 9% 96% 10% 92%
Health products 12% 4% 8% 88% 8% 80%
Groceries 4% 1% 3% 96% 1% 95%
Cosmetics/beauty products 9% 4% 4% 91% 9% 82%
Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)
Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each
product category

23. 23
ROPO Behaviour by Product Category (3/3)
Research Online AND Research Offline AND
Research Purchase Research Purchase
Online Offline
Online Offline Online Offline
Automotive 29% 9% 21% 78% 14% 66%
Cars 37% 8% 29% 63% 17% 47%
Car parts or Accessories 19% 7% 11% 81% 10% 71%
Finance 42% 29% 15% 71% 23% 55%
Car insurance 36% 26% 10% 64% 18% 46%
Home insurance 29% 17% 12% 71% 21% 51%
Personal Loans 27% 17% 10% 73% 26% 46%
Media & Entertainment & Local 33% 24% 12% 81% 37% 56%
Event tickets 34% 27% 7% 66% 37% 30%
Cinema tickets 20% 10% 10% 80% 24% 56%
Real estate (e.g. rent a flat) 26% 18% 9% 74% 20% 54%
Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)
Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each
product category