Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer...

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AU Consumer Barometer Country Report – Australia

Transcript of Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer...

Page 1: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Consumer Barometer

Country Report – Australia

Page 2: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Table of Content Where to find what

Consumer Barometer 2015 Local Report 2

The Multiscreen World -  Internet usage 06-10 -  Devices 11-15 The Smart Shopper -  Research behavior 16-26 -  Purchase behavior 27-32 -  Local shopper 33-36 -  International 37-40 -  Industries 41-90 The Smart Viewer -  Online Video 91-97

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What is the Consumer Barometer?

The Consumer Barometer 2015 is a

tool to help you understand how people use the internet.

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Executive Summary The Top 3 Trends that define Australia

Consumer Barometer 2015 Local Report 4

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The 3 Trends in Australia

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The future is mobile 45% of the Australian consumers use a smartphone as often or more often than a computer for accessing the internet. 9 out of 10 consumers under 44 are smartphone users. Most people have been so for more than 12 months.

Todays shopper is an online shopper Although 31% of the consumers shop online many people also use the internet when buying in-store items. 30% use a smartphone for researching online.

Millions of online video views 6 out of 10 Australians watch online video at least weekly via smartphone. Consumers are generally focused while watching.

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The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.

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Where are the consumers? Online!

Consumer Barometer 2015 Local Report 7

8 out of 10

Source: The Connected Consumer Survey 2015 Question: How often do people go online (for personal Internet usage)? Base: Internet users (accessing via computer tablet or smartphone)

of the consumers are online at least once a day

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87

11 2

Daily Weekly Monthly or less

Australia is online

Consumer Barometer 2015 Local Report 8

Especially consumers under 44 years old are online often

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone)

How often do you go online?

96% 88% 93%

83% 79%

4% 12%

7%

17% 21%

Under 25 25-34 35-44 45-54 Over 55 Yes No

Do you go online every day?

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Why do people go online?

Consumer Barometer 2015 Local Report 9

The consumers go online for personal reasons and to look for information

Source: The Connected Consumer Survey 2015 *Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements on a scale from 1 – strongly agree to 5 –strongly disagree. Base: Internet users (accessing via computer tablet or smartphone)

88% use the internet for personal reasons Consumers state that the internet is the first place they look for information*

82%

Page 10: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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People are even online when they’re watching TV

Consumer Barometer 2015 Local Report 10

The consumers are online, while watching TV

Source: The Connected Consumer Survey 2015 Question: Do people go online on their devices while watching TV? Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV

Use devices to go online while watching TV

58% 41%

60%

33%

Computer Smartphone Tablet

Which devices do people use to go online while watching TV

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{

Australia has more screens than ever

Consumer Barometer 2015 Local Report 11

There are 3,1 devices connected to the internet pr. person in Australia in 2015.

Source: The Connected Consumer Survey 2015

3,1 devices pr. person

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77% are smartphone users

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Source: The Connected Consumer Survey 2015 Base: total online and offline population

Tablet Smartphone Computer

Which devices do people use?

41% 77% 80%

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How does Australia compare?

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Source: The Connected Consumer Survey 2015 Base: total online and offline population

62%

Which devices do people use?

Of the consumers use a smartphone

Australia have a higher smartphone penetration than the average

94%

89%

89%

82%

52%

Under 25 years

25 - 34 years

35 - 44 years

45-54 years

55 and over

How does the demographics look?

Smartphone usage rate

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How do people use their smartphone?

Consumer Barometer 2015 Local Report 14

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)

57%

51%

53%

6%

40%

8%

28%

37%

22%

Use search engines

Visit social networks

Check email

Play games

Watch online videos

Purchase products / services

Look for product information

Look up maps and directions

Listen to music

What online activities do people do on their smartphones at least weekly?

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Search is mobile

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6 out of 10 are using search engines via smartphones at least weekly

…making it crucial for businesses to think mobile.

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)

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The Smart Shopper Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.

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55% research online

Consumer Barometer 2015 Local Report 17

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)

are researching online only

55%

58%

Online

Offline

Did people do any online or offline research prior to their recent purchase?

17%

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In which industries are consumers researching online?

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Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

Flight Tickets

Home appliances

Car Insurances Cinema Tickets Clothing & Footwear Do it yourself

Groceries Ground Travels

Hair Care Home Furnishings

64% 66% 35% 42% 81%

19% 77% 21% 72% 52%

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In which industries are consumers researching online? (continued)

Consumer Barometer 2015 Local Report 19

* Over-the-counter remedies Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

Make-up Music

Vitamins & OTC Remedies* Televisions

Hotel Stays

Laptops Mobile Phones

Personal Loans Real Estate Restaurants

83% 70% 36% 67% 63%

82% 77% 17% 70% 25%

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How are people researching?

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Source: The Consumer Barometer Survey 2015 *found where to buy/found location/made contact Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

45% 55%

31% 36%

Looked for early inspiration

Compared choices online

Sought advice online

Prepared for immediate purchase*

In which part(s) of the purchase process did people use the Internet?

The consumers use the internet to compare choices prior to purchase

What online sources did people use to make a purchase decision?

25%

24%

44%

Brand websites

Retailer websites

Search Engine

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Online advertising and research is essential

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For 58% of the consumers online is the first source of product awareness during pre-purchase research.

40%

11% 19%

12%

18%

How did people first hear about the product/offer they bought?

Previous experience

Other people

Research

Advertising

Other

What specific source informed people who first learned of their purchased product via product research?

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

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Research leading to a purchase

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Search engines are essential in the purchase decision

44%

Use a search engine to get informed before making a purchase.

25%

24%

44%

5%

8%

6%

10%

Brand websites

Retailer websites

Search engine

Social networks

Online video sites

Advice sites

Price comparison sites

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

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Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Smartphones and product research

23

Which devices did people use for product research? (Smartphone)

Under 25 years

25-34 years

35-44 years

45-54 years

55 and over

48%

43%

32%

12%

3%

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Smartphone users are online users

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Smartphone users are more likely to purchase or research products online

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

62% 44%

Smartphone Users Smartphone Non-Users

How many people research or purchase online?

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How are smartphones used for online research?

Consumer Barometer 2015 Local Report 25

In which part(s) of the purchase process did people use a smartphone?

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online on a smartphone

47% 41%

30% 29%

Looked for early inspiration

Compared choices online Sought advice online Prepared for immediate purchase

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People are going mobile, but some issues occur

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53% are experiencing issues when accessing websites via their smartphone And 28% find another website

that works better on smartphone

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone

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31%

69%

Online*

Offline

31% of the consumers shop online

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Where did people make their purchase?

Source: The Consumer Barometer Survey 2015 *Online/Email Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

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Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

The Online Customer Journey

55%

Online research

24%

Online purchase

31%

Offline purchase

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37% 39%

31%

23% 22%

Under 25 25-34 years 35-44 years 45-54 years Over 55 years

27% 28% 26% 21% 20%

Under 25 25-34 years 35-44 years 45-54 years Over 55 years

Consumer behavior in different ages

Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone)

Research online Purchase offline

Consumer Barometer 2015 Local Report

Research online Purchase online

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Consumer behavior in various industries

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Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)

33%

19% 23%

10%

64%

6%

52%

5% 13% 16%

31%

47%

12%

32%

17% 13%

26%

17%

59%

36%

Car Insurance Cinema Tickets Clothing & Footwear

Do It Yourself Flights (Leisure)

Groceries Ground Travel Hair Care Home Appliances

Home Furnishings

Research online, purchase online

Research online, purchase offline

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Consumer behavior in various industries (continued)

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Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)

64%

27%

14% 19%

46%

21% 23% 6%

19% 6% 19%

43%

22%

48%

16%

60% 55%

12%

51%

19%

Hotels Laptop Make-up Mobile Phones

Music Personal Loan

Real Estate Restaurants Television Vitamins & OTC

Research online, purchase online

Research online, purchase offline

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Easy to find, easy of purchase!

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Source: The Consumer Barometer Survey 2015 Question: How many brands were considered before purchase? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)

5 out of 10 of the consumers only consider 1-2 brands before purchase

…which makes it crucial for the brands to be top of mind

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The Local Shopper The consumer purchase journey and the role of the internet for local business

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Local Behavior

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How do people research for local businesses?

68% Researched locally a day or less before visiting.

… and 85% only consider 1-3 local businesses before deciding where to buy.

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

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Local Shoppers research practical information

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What information should a local business have on their website?*

Source: The Consumer Barometer Survey 2015 What local information did people search for? Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

29%

8%

28%

51%

34%

22% 25%

Location Traffic Business hours Prices Availability Contact info Promotions

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Smartphones and local business

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4 out of 10 use a smartphone when looking for local information

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

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The international Shopper The consumer purchase journey and the role of online for international purchases

Page 38: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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How big is international purchase?

Consumer Barometer 2015 Local Report 38

84% of the consumers have made an

international purchase

19%

43% 40%

21%

Beauty and health Books, CDs, DVDs or games

Clothing, accessories and footwear

Digital Devices

Which products do people purchase in other countries?

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

Page 39: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Why do people purchase from foreign countries?

Consumer Barometer 2015 Local Report 39

Are willing to accept longer delivery time 36%

32% buy from foregin countries because they receive an appealing offer

38 38%

33% shop in foregin countries to get better availability

Source: The Consumer Barometer Survey 2015 Why did people purchase products online from foreign countries? Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

Page 40: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Challenges of international purchase

Consumer Barometer 2015 Local Report 40

Most consumers have made an international puchase, but some issues ouccur

1 out of 3 experience issues concerning the website usability

A common issue is that websites doesn’t

offer international shipping

35%

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

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The Smart Shopper – Car insurance The consumer purchase journey and the role of the internet in making their last purchase decision

Page 42: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Car insurance: Highlights

Consumer Barometer 2015 Local Report 42

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

69%

23% 23%

Compared choices

Got ideas Discovered brands

87%

6% 7%

Insurer (direct) Price comparison site Other

31% Researched online before

purchasing offline

How did people use the Internet to help make their purchase decision?

The consumers compare insurance policies online

Online research has a substantial impact on

offline purchases

The insurer’s website is where most consumer prefer to buy online

Did people research or purchase their product online or offline?

On what type of website did people make their online purchase?

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Car insurance: Highlights

Consumer Barometer 2015 Local Report 43

But 53% are encountering issues accessing

websites via smartphone*

How often do people encounter issues accessing websites via smartphone?

28%

People will try to find another website that works better

on their smartphone*

What do people do after encountering issues accessing websites via smartphone?

Which devices did people use for product research?

People are using their smartphone when

researching for car insurance

20%

Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

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The Smart Shopper – Cinema tickets The consumer purchase journey and the role of the internet in making their last purchase decision

Page 45: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Cinema tickets: Highlights

Consumer Barometer 2015 Local Report 45

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

19%

47%

Research online, purchased online

Research online, purchased offline

Did people research or purchase their product online or offline?

66% of the consumers did online research

4 out of 10 consumers purchase for social gathering

What motivated people’s purchase?

The consumers buy cinema tickets online

Where did people make their purchase?

23%

Page 46: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Cinema tickets: Highlights

Consumer Barometer 2015 Local Report 46

53% are encountering issues accessing

websites via smartphone*

How often do people encounter issues accessing websites via smartphone?

28%

People will try to find another website that works better

on their smartphone*

What do people do after encountering issues accessing websites via smartphone?

Which devices did people use for product research?

28% are using their smartphone when

researching for cinema tickets

Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

Find another website

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The Smart Shopper – Clothing & footwear The consumer purchase journey and the role of the internet in making their last purchase decision

Page 48: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Clothing & footwear: Highlights

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Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

36%

76%

9%

Smartphone Computer Tablet

Which devices did people use for product research?

1 out of 3 consumers use a smartphone to research clothing & footwear

35% Research online

The consumers research online prior to purchase

What online or offline research did people do prior to their recent purchase?

Page 49: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Clothing & footwear: Highlights

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Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Consumers often purchase clothing and footwear on promotion

What motivated people's product purchase?

1 our of 10 in-store purchases

begin online

Did people research or purchase their product online or offline?

12%

3 out of 10 consumers purchase online (32%)

Where did people make their purchase?

28%

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The Smart Shopper – Do it yourself The consumer purchase journey and the role of the internet in making their last purchase decision

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Do it yourself: Highlights

Consumer Barometer 2015 Local Report 51

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

42% research online

prior to purchase

The internet has a substantial impact on

purchase

Offline purchases begin online

Did people research or purchase their product online or offline?

Did people research or purchase their product online or offline?

10%

32%

6%

Research online / Purchase online

Research online / Purchase offline

Research offline / Purchase online

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Do it yourself: Highlights

Consumer Barometer 2015 Local Report 52

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

33%

1 out of 3 make their purchase because they had an

urgent need

What motivated people's product purchase?

How did people use the Internet to help make their purchase decision?

49% are using the internet for comparing prices and products

Page 53: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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The Smart Shopper – Flights (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision

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Flights (leisure): Highlights

Consumer Barometer 2015 Local Report 54

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

67%

33%

Used Not used

What online sources did people use to make a purchase decision?

67% use search engines when purchasing flight tickets

Among the consumers

75% buy flight tickets online

Where did people make their purchase?

#1 81% of the consumers research flight tickets

online

What online or offline research did people do prior to their recent purchase?

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Flights (leisure): Highlights

Consumer Barometer 2015 Local Report 55

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

24%

The consumers look for inspiration online

The consumers use airline websites to purchase

flight tickets

In which part(s) of the purchase process did people use the Internet??

On what type of website did people make their online purchase?

Did people research or purchase their product online or offline?

74%

13%

Airline Price comparison website

64% of the consumers only research

and purchase online

Looked for early inspiration and made initial discoveries

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AU SLIDE Consumer Barometer 2015 Local Report 56

The Smart Shopper – Groceries The consumer purchase journey and the role of the internet in making their last purchase decision

Page 57: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Groceries: Highlights

Consumer Barometer 2015 Local Report 57

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

50%

35%

Compared prices Got ideas

How did people use the Internet to help make their purchase decision?

People use the Internet to compare prices

2 out of 10 buy their groceries on offer

What motivated people's product purchase?

In Australia 24% of the consumers use a smartphone

for online research

Which devices did people use for product research?

24%

Page 58: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 58

The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision

Page 59: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Ground travel: Highlights

Consumer Barometer 2015 Local Report 59

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

What online sources did people use to make a purchase decision?

6 out of 10 of the consumers use search engines

for their purchase decision

8 out of 10 research online

prior to purchase

What online or offline research did people do prior to their recent purchase?

52% of people both research and purchase

online only

Did people research or purchase their product online or offline?

64%

Page 60: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 60

The Smart Shopper – Hair Care The consumer purchase journey and the role of the internet in making their last purchase decision

Page 61: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Hair Care: Highlights

Consumer Barometer 2015 Local Report 61

…but 21% research online before making a purchase

What online or offline research did people do prior to their recent purchase?

28%

The consumers use the internet to compare

products and prices

How did people use the Internet to help make their purchase decision?

How many brands did people consider before product purchase?

32% only consider one brand prior

to purchase

Source: The Consumer Barometer Survey 2015 *Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Used the internet to make comparisons

Page 62: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 62

The Smart Shopper – Home appliances The consumer purchase journey and the role of the internet in making their last purchase decision

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Home appliances: Highlights

Consumer Barometer 2015 Local Report 63

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

14% purchases home appliances online

Where did people make their purchase?

The consumers compare products, prices and features online

before purchase

How did people use the Internet to help make their purchase decision?

67%

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Home appliances: Highlights

Consumer Barometer 2015 Local Report 64

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

What motivated people's product purchase?

6 out of 10 consumers buy home appliances based on a urgent need

Consumers research their purchased

products online

What online or offline research did people do prior to their recent purchase?

Online determines offline! 59% researched online

before purchasing offline

Did people research or purchase their product online or offline?

72% research online

prior to purchase

Page 65: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 65

The Smart Shopper – Home furnishings The consumer purchase journey and the role of the internet in making their last purchase decision

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Home furnishings: Highlights

Consumer Barometer 2015 Local Report 66

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

52%

The consumers’ purchases were driven

by online research

What online or offline research did people do prior to their recent purchase?

Did people research or purchase their product online or offline?

Online research also effect offline sales

16%

36%

Research online, purchase online

Research online, purchase offline

research online prior to purchase

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AU SLIDE Consumer Barometer 2015 Local Report 67

The Smart Shopper – Hotel (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision

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Hotels (leisure): Highlights

Consumer Barometer 2015 Local Report 68

Source: The Consumer Barometer Survey 2015 *online/email Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

How did people use the Internet to help make their purchase decision?

83% research hotels online before purchase

What online or offline research did people do prior to their recent purchase?

83%

3 out of 4 purchases their hotel stay online*

Where did people make their purchase?

….but what online research are the consumers doing?

25%

62%

27%

Inspiration Compared choices

Looked up reviews

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Hotels (leisure): Highlights

Consumer Barometer 2015 Local Report 69

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

64%

Many consumers research and purchase

online only

Did people research or purchase their product online or offline?

On what type of website did people make their online purchase?

Price comparison websites is the most popular place to purchase hotel stays

32% 40%

Hotel chain Price comparison websites

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AU SLIDE Consumer Barometer 2015 Local Report 70

The Smart Shopper – Laptops The consumer purchase journey and the role of the internet in making their last purchase decision

Page 71: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Laptops: Highlights

Consumer Barometer 2015 Local Report 71

…but 70% research online before making a purchase

Did people research or purchase their product online or offline?

1 out of 4 use a smartphone for doing

online research

Which devices did people use for product research?

What motivated people’s purchase?

25% of the consumers purchase their laptop

on promotion

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

25%

Page 72: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 72

The Smart Shopper – Make-up The consumer purchase journey and the role of the internet in making their last purchase decision

Page 73: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Make-up: Highlights

Consumer Barometer 2015 Local Report 73

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

36%

Consumers research online prior purchase

What online or offline research did people do prior to their recent purchase?

Did people research or purchase their product online or offline?

22% of the consumers who makes a store purchase research online

prior to purchase

14%

22%

Research online/purchase online

Research online/purchase offline

28% of the consumers purchase on promotion

What motivated people’s purchase?

Did online research before making a purchase

Page 74: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Make-up: Highlights

Consumer Barometer 2015 Local Report 74

53% are encountering issues accessing

websites via smartphone*

How often do people encounter issues accessing websites via smartphone?

Many will try to find another website that works better

on their smartphone*

What do people do after encountering issues accessing websites via smartphone?

41% are researching for make-up on their

smartphone

Which devices did people use for product research?

0 0 / 28%

Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

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AU SLIDE Consumer Barometer 2015 Local Report 75

The Smart Shopper – Mobile phones The consumer purchase journey and the role of the internet in making their last purchase decision

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Mobile phones: Highlights

Consumer Barometer 2015 Local Report 76

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Online research is big

48%

Offline sales begin online

Did people research or purchase their product online or offline?

56% are influenced by search engines when

making a purchase decision

What online sources did people use to make a purchase decision?

What online or offline research did people do prior to their recent purchase?

55% 58%

Online Offline

Did online research before making a purchase offline

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Mobile phones: Highlights

Consumer Barometer 2015 Local Report 77

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

33% are researching using their smartphone

Which devices did people use for product research?

21% are buying their mobile phones on a retailer’s website

On what type of website did people make their online purchase?

14

21

65

Mobile operator Retailer Other

%

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AU SLIDE Consumer Barometer 2015 Local Report 78

The Smart Shopper – Music The consumer purchase journey and the role of the internet in making their last purchase decision

Page 79: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Music: Highlights

Consumer Barometer 2015 Local Report 79

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

63% research online before purchasing

music

What online or offline research did people do prior to their recent purchase.?

71%

3 out 10 use a smartphone for doing

online research

Which devices did people use for product research?

Where did people make their purchase?

71% of the consumers are purchasing

music online

Page 80: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 80

The Smart Shopper – Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision

Page 81: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Personal Loan: Highlights

Consumer Barometer 2015 Local Report 81

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

…and 72% do so via a search engine

What online sources did people use to make a purchase decision?

82%

…while 2 out of 10 end up making their purchase online

Where did people make their purchase? What online or offline research did people do prior to their recent purchase?

The consumers research online

prior to taking out a loan

Research online

Page 82: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 82

The Smart Shopper – Real Estate The consumer purchase journey and the role of the internet in making their last purchase decision

Page 83: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Real Estate: Highlights

Consumer Barometer 2015 Local Report 83

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

49% use a smartphone for online research

77%

55% of offline real estate sales begin online

Which devices did people use for product research?

What online or offline research did people do prior to their recent purchase?

The consumers research online

prior to purchasing real estate

Did people research or purchase their product online or offline?

Research real estate online prior to purchase

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AU SLIDE Consumer Barometer 2015 Local Report 84

The Smart Shopper – Restaurants The consumer purchase journey and the role of the internet in making their last purchase decision

Page 85: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Restaurants: Highlights

Consumer Barometer 2015 Local Report 85

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

42% use a smartphone for online research

21%

17% of all sales are driven by online

research

Which devices did people use for product research?

What motivated people’s purchase?

Purchases are often motivated by a social gathering

What online or offline research did people do prior to their recent purchase?

Page 86: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

AU SLIDE Consumer Barometer 2015 Local Report 86

The Smart Shopper – Television The consumer purchase journey and the role of the internet in making their last purchase decision

Page 87: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Television: Highlights

Consumer Barometer 2015 Local Report 87

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Search engines are key when consumers are making

their purchase decision

What motivated people’s purchase? What online sources did people use to make a purchase decision?

62%

38%

Used Not used

37% state that their purchases are motivated by a promotion

34% off the consumers use a smartphone for

online research

Which devices did people use for product research?

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Television: Highlights

Consumer Barometer 2015 Local Report 88

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

17%

25% 58%

Tech Retail TV brand Others

51% Researched online before

purchasing offline

Online research has a substantial impact on

offline purchase

Consumers use TV brand’s websites

for their online purchases

Did people research or purchase their product online or offline?

On what type of website did people make their online purchase?

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The Smart Shopper – Vitamins & OTC remedies The consumer purchase journey and the role of the internet in making their last purchase decision

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Vitamins & OTC remedies: Highlights

Consumer Barometer 2015 Local Report 90

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

39%

43% researches just moments before

making their purchase

When did people start researching their product purchase?

In which part(s) of the purchase process did people use the Internet?

Consumers use the internet to compare prices

and products

Compare products/prices online to make a purchase decision

1 out of 10 consumers purchase online

Where did people make their purchase?

Page 91: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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The Smart Viewer Provides insight into people's recent online video use across different devices.

Consumer Barometer 2015 Local Report 91

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The Smart Viewer is a Mobile Viewer

Consumer Barometer 2015 Local Report 92

Source: The Connected Consumer Survey 2015 *At least once a month Base: Internet users (accessing via smartphone)

7 out of 10 Australian consumers are watching online video on their smartphones*

Page 93: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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The users watch online video at home and alone

Consumer Barometer 2015 Local Report 93

90% of the consumers are watching online video at home

6 out of 10 watch online video alone

Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

Page 94: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Why are we watching online video?

Consumer Barometer 2015 Local Report 94

31%

51%

19%

18%

11%

To relax

To be entertained

To learn

To pursue a hobby

Find product information

5 out of 10 of the consumers are watching videos because they want to be entertained

What motivated people to watch online videos in the last week?

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

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Tomorrow’s TV is Online

Consumer Barometer 2015 Local Report 95

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

70% Of the users are watching Online video every week

What are the users watching?

28% are watching music videos

13% are watching

sport

9% are watching

gaming videos

Page 96: Consumer Barometer - Blue Cherry Online Marketing · The 3 Trends in Australia Consumer Barometer 2015 Local Report 5 The future is mobile 45% of the Australian consumers use a smartphone

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Short videos in the evening

Consumer Barometer 2015 Local Report 96

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session - weekday

How long were the online videos people watched in the last week?

5:00

53% of the consumers watch videos that are 5 minutes or shorter

0%

5%

10%

15%

20%

25%

30%

35%

First thing in the morning

Morning Lunchtime Afternoon Evening Last thing in the evening

Most people are watching online video in the evening

At what time did people watch online video in the last week on a weekday?

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The Smart Viewer is a Focused Viewer

Consumer Barometer 2015 Local Report 97

3 out 10 watch online video content related to their surroundings

64% are focused when

watching online video

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

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Methodology Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results.

Consumer Barometer 2015 Local Report 98

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AU SLIDE 99 Consumer Barometer 2015 Local Report

Consumer Barometer 2015 Methodology

Connected Consumer Survey Population o  Target population: total population (online & offline) 16+ in each country surveyed except:

•  18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan

Sampling o  Random sampling aimed to be representative of the total population ages 16+ in all countries. o  Sample size: n=1,000 in each country surveyed (except India, where n=4,000) Survey administration o  Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI). o  Questionnaires were administered in local language(s) for all countries surveyed o  Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews. Weighting o  Data was weighted according to local Census data Timing o  Enumeration surveys were administered between in Q1 2014 and 2015.

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Consumer Barometer 2015 Methodology

Consumer Barometer Survey Population Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except:

•  Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan

Sampling o  Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries o  Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and

smartphone usage to ensure local representativness for the online population

Survey administration o  Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews o  Questionnaires were administered in local language(s) for all countries surveyed o  Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries Weighting o  The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted

Timing o  Consumer Barometer surveys were administered in 2014 and 2015.

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CONTACTS:

THANK YOU!

101