Daedalus Millward Brown - Online vs Retail

8/13/2019 Daedalus Millward Brown - Online vs Retail

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1

Online Retail: a Brief PerspectiveNovember 2013


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2Methodology

Men andwomen agedbetween 18and 65 y. o.

from the

urbanenvironment

CATI(Computer-

AssistedTelephone

Interviews)

997respondents October 2013Survey

FieldworkSample sizeData collectiontechniqueResearchmethod Targetpopulation


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3

Past 3 YearsEvolution


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4The Incidence of Online Payment

CL1. Do you use to access the Internet (regardless of the place where you have access to the Internet)?/ RA3. Have you used the Internet for purchasing goods or payingsome services, in the past 12 months?

N*=9164 N*=10250

65,4 71,0

2010 2013

Internet penetration(urban, 18-64 y.o.)

N**=1000 N=997

16,4 20,6

2010 2013

Online PurchasingPenetration

(urban, 18-64 y.o.)

**Data from Living Standard Study

127,8

286,0

2010 ***2013

Online PaymentValue

(through card)

%

%

Millions

5.6%

4.2%

158.2 mil

8.6%

25.6%

123.8%

Absoluteincrease

Relativeincrease

*** data reported by Romcard (estimatedvalue for 2013)

*Source: Brand Express, a DaedalusMillwardBrown Survey


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5

Consumer Goods -Online Potential


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6Online Penetration of Main Consumer Goods Categories

RA1. Im going to read a list with various categories of products. Please tell me for each of them, whether you have bought them or not in the past 12 months . /RA1on.How many times have you bought [MENTIONS] from the Internet (have you placed the order to an online store/page), in the past 12 months?

Past 12 Month Purchase Any channel

N=997%

1.2

5.8

1.4

9.9

17.2

21.8

Bought Not bought

94,4

89,7

88,7

87,0

41,4

39,6

1,0

Past 12 Month Purchase Online Channel

%

Food/beverages

Personal care products/cosmetics

Household cleaning products

Clothes/footwear

Electronics/home appliances

IT&C hardware

None of these

N**=939

N**=894

N**=883

N**=864

N**=414

N**=385

**Base: Respondents that bought in the past 12 months from [CATEGORY]

They have purchased the category online

on average, 2 times in the past year. Mepurchased it on more occasions thanwomen.

N/A


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7

**T2B:More likely yes+Definitely yes

Online Purchasing Potential General Audience

RA2. Which of these categories do you intend to buy in the next 6 months?/ RA2on. How likely is for you to buy [CATEGORY] from the Internet in the next 6 months?

13,2

9,8

13,3

18,9

11,4

8,9

80,4

69,1

77,5

55,1

50,9

36,6

4,6

15,8

6,6

19,8

27,9

38,9

1,8

5,3

2,6

6,2

9,9

15,6

94,3

91,0

89,1

86,3

32,4

29,2

1,8

More likely no More likely yes Definitely yesDefinitely no

Next 6 MonthsPurchase Intention -

Any channelN=997

%

Next 6 MonthsPurchase Intention -

Online Channel%

Will buyit online

T2B**%

Food/beverages



Clothes/footwear


IT&C hardware

None of these N/A N/A

6.3

21.1

9.2

25.9

37.8

54.5

N*=932

N*=900

N*=882

N*=847

N*=322

N*=279

*Base: Respondents that intend to buy [CATEGORY] in the next 6 months


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8Online Purchasing Potential Online Buyers

14,5

13,0

17,5

17,4

6,3

2,5

77,4

53,8

71,4

39,2

23,0

8,0

5,5

24,9

8,0

29,0

46,9

60,3

2,5

8,2

3,1

14,4

23,7

29,1

97,2

97,5

93,7

95,3

38,8

42,9

More likely no More likely yes Definitely yesDefinitely no

Food/beverages



Clothes/footwear


IT&C hardware

8.0

33.2

11.0

43.4

70.6

89.5

N**=198

N**=200

N**=192

N**=194

N**=81

N**=86

Next 6 Months PurchaseIntention - Any channel

N*=205%

Next 6 Months PurchaseIntention - Online

Channel%

Will buy itonline

T2B***

RA2. Which of these categories do you intend to buy in the next 6 months?/ RA2on. How likely is for you to buy [CATEGORY] from the Internet in the next 6 months?

***T2B: Rather yes+Definitely yes

**Base: Respondents that used the Internet for purchasing goods or paying some services, in the past 12 months and intend to buy [CATEGORY] in the next 6 months

*Base: Respondents that used the Internet for purchasing goods or paying some services, in the past 12 months


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9

RA1on. How many times have you bought [MENTIONS] from the Internet (have you placed the order to an online store/page), in the past 12 months?

Online Purchasing Potential Map


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10Online Consumer Profiles

RA1on, RA2on


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11

The Online Potentialof Hypermarkets/Supermarkets


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12Intention to Purchase from Online Hypermarkets/Supermarkets

N=997

25,0

75,0

Intend to buy

from an

online store

Don't intend

to buy from

an online

store

Total%

12,0

88,0

Intend to buy

from an

online store

Don't intend

to buy from

an online

store

Online buyers%

N=164

Main barriers for purchasingfrom online hypermarkets/

supermarkets%

N*=27!

Treat data with caution due to small base size!

Total number of

mentions = 30

Shopping experience 67%

Proximity / Flexibility 50%

Feel/see the products 47%

Don't trust online /complicated / out ofhabit

27%

Other 33%

*Base: Respondents that have used the Internet to shop/ pay but are not willing to shop from an online hypermarket/supermarket


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13How do they Prefer Delivery?

RA7. If you do your shopping from an online supermarket/hypermarket, which of these options would you prefer?

Preferred way ofdelivery

%

N*=698

Home

delivery

77,3

Pick upfrom the

store

22.7

*Base: Respondents that intend to buy from an online supermarket/hypermarket; Other and Dont know/ No answer options were excluded.

Female: 81.7

18-24: 81.7

25-34: 83.6

35-44: 79.045-54: 78.4

Medium level: 78.0

High level: 86.6

Employer/ Manager/ Director: 80.3

Professional: 89.0

Non manual worker: 82.8

800-1800: 81.0

Average user: 78.3

Heavy user: 84.7

Legend for categories

Gender

Age

City size

Education level

Occupation

Personal income

Household size

Internet usage

Significant higher differences between categories from consumer profile

Male: 27.1

55-65: 41.7

Low: 34.2

Medium: 22.0

Manual worker: 24.5

Other not working categories: 33.7

No or less than 800 RON: 27.9

No user: 39.5


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14What is the Price Expectation?

RA8. In your opinion, how are the prices for products in online supermarkets/hypermarkets as compared to traditional supermarkets/hypermarkets? Prices are

Onlinesupermarkets

price perception%

N*=575

36,8

41,1

22,1

higher

the same

lower

Female: 26.6

55-65: 34.2

Other not working categories: 28.7

No user: 29.1

Female: 47.0

18-24: 53.750000-200000: 47.5

Pupil/ Student: 60.2

4-5 members: 45.1

Heavy user: 44.8

Male: 46.4

25-34: 42.0

35-44: 41.3


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15A Kind of (Brief) Conclusion

20,6

41,5

75,0

Current buyers Intention to buy online Intention to buy online fromhypermarkets/ supermarkets

%

*T2B:More likely yes+Definitely yes

RA3. Have you used the Internet for purchasing goods or paying some services, in the past 12 months? /RA2on. How likely is for you to buy [CATEGORY] from theInternet in the next 6 months?

N=997

Women and higheraged segments are the

next to come

Price expectation inline or lower than the

actual ones

Almost double ascompared to 2008

in the next 6 months


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Daedalus Millward Brown - Online vs Retail

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