Regimantas Urbanas, Google rinkodaros vadovas Baltijos šalims, el. komercijos konferencijoje "E-komercija '14" skaitė pranešimą „Pokyčiai vartotojų elgsenoje / Consumer Barometer studija“

1. Google Confidential and Proprietary
Changing consumer
behavior in Lithuania:
CCB research results
Regimantas Urbanas
Marketing manager, Baltics
2014-03-14, Vilnius

2. Google Confidential and Proprietary
Introduction
www.linkedin.com/in/regimantasurbanas
3,5 years
&
2 years
2 years

3. Google Confidential and Proprietary
What we’re going to cover today
Fresh new data and insights from Consumer Barometer in Lithuania:
• Products & services being purchased on-line by Lithuanian users in
36 product categories in 7 verticals.
• Product research & purchase path in Retail & Technology verticals
• ROPO process
• Average expenditures by product categories on-line vs off-line

4. Google Confidential and Proprietary
www.consumerbarometer2013.com

5. Google Confidential and Proprietary
TNS /Google Consumer Barometer
National Representative Digital Consumer
•1,000 respondents
•connected devices
•online usage
•2,500 respondents
•(e)Commerce
(7 industries, 36 product categories)
•Attitudes

6. Google Confidential and Proprietary
Consumer Barometer: 36 products
Retail
Personal appliances
Domestic appliances
Books
Clothing & accessories
CDs/DVDs
Toys
Footwear
Gifts, flowers, greetings
DIY, Tools, Garden Equipment
Home furnishings/furniture
Home and household goods
Sports gear and equipment
Groceries & Healthcare
Health products
Groceries
Cosmetics/beauty products
Media & Entertainment
Cinema tickets
Event tickets (e.g. concerts, theatre, sport)
Video games
Technology
Mobile phone subscription
Audio devices (iPod, MP3 player, etc.)
Computer hardware (PC/laptop/Tablet)
Digital camera/camcorder
Visual devices (TV/ DVD player, etc.)
Computer software
Mobile phone (handset)
Computer peripherals (printer/scanner, etc.)
Automotive
Cars
Car parts or accessories
Travel
Business travel (flights, hotels, car hire, etc.)
Hotels (for leisure, holidays)
Package holidays
Leisure flights
Finance & Real Estate
Personal Loans
Home insurance
Car insurance
Real estate (e.g. rent or buy house/flat)

7. Google Confidential and Proprietary
35% use a Smartphone, 9% a Tablet in Lithuania
Penetration of connected devices in Lithuania (in total population)
TabletDesktop/ Laptop/
Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013

8. Google Confidential and Proprietary
Watch out for the Generation Y!
Penetration of connected devices in Lithuania
TabletDesktop/ Laptop/
Webbook
Smartphone
Source: TNS, Connected Consumer Study, 2013

9. Google Confidential and Proprietary
Smartphones less than 2 years behind the UK.
Smartphone penetration in UK and Lithuania
Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013

10. Google Confidential and Proprietary
On tablets, LT has a higher penetration than FR or DE 1 year ago
Tablet penetration in Germany, France and Lithuania
Source: TNS, Ipsos, Connected Consumer Study, 2011/ 2012/ 2013
2013 2012 20132013 2012

11. Google Confidential and Proprietary
Impact on shopping behaviour

12. Google Confidential and Proprietary
Path to purchase: then
See print or TV ad
Go to store and make
decision
Use product

13. Google Confidential and Proprietary
Path to purchase: now!
See ad on one of the
4 screens
Buy online or in
store
Use product and share
experience
Research and decide
online

14. Google Confidential and Proprietary
27% of purchases in Lithuania are made online
% of online users who made their last purchase online (average all products)
Source: TNS, Consumer Barometer, 2013

15. Google Confidential and Proprietary
… but 75% research online prior to purchase!
% of online users who bought online resp. researched online before buying
Source: TNS, Consumer Barometer, 2013

16. Google Confidential and Proprietary
ROPO. Research Online Purchase Offline.
RESEARCH OFFLINE
PURCHASE ONLINE
Source: TNS, Consumer Barometer, 2013
RESEARCH ONLINE
PURCHASE OFFLINE
RESEARCH OFFLINE
PURCHASE OFFLINE
RESEARCH ONLINE
PURCHASE ONLINE
ROPO

17. Google Confidential and Proprietary
49% do “ROPO” (Research Online, Purchase Off)
Source: TNS, Consumer Barometer, 2013
% of online users who bought online resp. researched online before buying offline
Source: TNS, Consumer Barometer, 2013

18. Google Confidential and Proprietary
ROPO is most important for verticals with lower share of online
purchases
Source: TNS, Consumer Barometer, 2013
% of online users who bought online resp. researched online before buying offline

19. Google Confidential and Proprietary
And “ROPO” will only grow
sometimes use their
mobile phone when
shopping in a store to
find more information
about products
30%

20. Google Confidential and Proprietary
Which information sources are most important?
Ranking of the most important information sources
1
2
3
4
5
6
7

21. Google Confidential and Proprietary
Search is key in the online research process...
57%
of purchasers used a
search engine to do
research before
purchasing
Source: TNS, Consumer Barometer, 2013

22. Google Confidential and Proprietary
How intensely used are search engines?
Online research Search engine

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Planned or impulse purchases - when do
onliners start researching for the product?

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When did you start your research?

25. Google Confidential and Proprietary
Purchasing cycle

26. Google Confidential and Proprietary
Where do onliners look for product info
Information sources
that drive the final purchase
decision
Information sources
at the beginning
Information sources
generally used
O
N
L
I
N
E
O
F
F
L
I
N
E
indexed Ranking of touchpoints
generally used

27. Google Confidential and Proprietary
What do LT onliners think about shopping?
Leading brands are fond on top
of the search results page
Placement on the search result page
reflects the importance of the brand
Search results with local information
are more relevant
Websites that are recommended
by friends are more important
Mobile phone usage in a store to find
more information about products

28. Google Confidential and Proprietary
Your major takeaways from the session
Use CCB data
Use data about Lithuanian and users from other countries on www.
consumerbarometer2013.com in order to understand how changes
of consumer behaviour are impacting your business.

29. Google Confidential and Proprietary
Your major takeaways from the session
ecommerce is growing
increasing number of customers are buying on-line in Lithuania, but
even the ones, which are not buying on-line now, are still performing
search on-line during their purchase decision making time.

30. Google Confidential and Proprietary
Your major takeaways from the session
internet search is 2nd
on the list of most reliable sources of information for Retail and
Technology customers, just after official manufacturer site.

31. Google Confidential and Proprietary
Thanks for your attention!
Any questions?