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Vertical-Purchase Funnel Analysis
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Transcript of Vertical-Purchase Funnel Analysis
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SwedenTechMedia Touchpoints in the Consumer Path to Purchase
Date: Dec 2011
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Agenda
Methodology
Purchase behaviour
Research behaviour
Summary
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MethodologyVertical Deep Dive Tech Sweden
Target group: Internet user in Sweden, 14 years and older
Sample: N=1,000 internet user
Methodology:
Online questionnaire
Representative weighting by age, gender, education, income, frequency ofonline access, frequency of online purchase, usage of YouTube
Period of analysis:
Fieldwork: from November 11th to November 24th 2011
Final report: December 8th, 2011
Research company: TNS Infratest
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Products under analysis
The following report provides insights on the purchase and research
behaviour in different product categories out of the Tech vertical
TV(e.g. LED TV, LCD TV,Plasma TV, etc.)
Home appliances(e.g. refrigerators, vacuum cleaners,
washing machines, cookers, air-conditioning, irons, etc.)
Computer hardware(e.g. desktop PCs, laptops, printers, etc.)
Photo/Video(e.g. digital cameras, camcorders,
digital photoframes, etc.)
Mobile devices(e.g. mobile phones, smartphones,
communicators, tablets, etc.)
Audio & Video equipment(e.g. audio-systems, home theatresystems, MP3 and MP4 players, DVD-/Blu-ray players, etc.)
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Purchase behaviour
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Mobile Devices
Home appliances
Computer Hardware
Photo/Video
TV
Audio & Video equipment
13%
9%
9%
4%
7%
4%
11%
8%
9%
6%
4%
18%
16%
13%
10%
12%
9%
16%
10%
12%
13%
10%
9%
58%
43%
42%
34%
33%
27%5%
Shopping in the past
When did you last buy the following products?
All respondents
Significant purchase shares regardless of category more than half of
the Swedish onliners bought mobile devices in the past 24 months
Past 6 months Past 12 monthsPast 3 months
On average 2categories were
bought within the last24 months
Q3: When did you last buy any products out these categories?Base (weighted): All respondents n=1,000; answer categories more than 24 months ago /never / Dont know not shown
Past 24 months
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Online
Retailer web shop
Producer web shop
Online market place
Online auctions
Offline
Mass retailer/hypermarket
Producer store
Specialized store/retailer
Delivery service
31%
20%
3%
5%
2%
64%
47%
5%
4%
4%
31%
18%
5%
2%
2%
62%
42%
9%
3%
2%
How did you make your latest purchase?
Shopper of the past 24 months per category
Place of last purchase
Tech sales are driven by retailers: mass retailer stores (e. g. Mediamarkt)are across the board the most frequently chosen purchase channel,retailer web shops on 2nd position
Q4:Thinking about the last time you made a purchase in each of the following product categories. How did you actually purchase? Base (weighted): Shopperper category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answercategories Other online / Other offline / Dont know not shown
PC
hardware
Photo/
Video TVMobile
devices
Home
appliances
Audio/Videoequipment
31%
19%
4%
2%
2%
65%
56%
4%
2%
1%
30%
19%
3%
1%
5%
65%
51%
3%
4%
5%
17%
12%
2%
1%
0%
80%
63%
6%
6%
1%
14%
9%
2%
2%
1%
81%
57%
4%
13%
3%
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PC/laptop at home
Tablet PC
Mobile/smartphone
Laptop/netbook on the go
Devices for online purchases
Which devices have you already used in order to purchase online?
Online shopper of the past 24 months
Q9: Which of the following devices have you already used in order to make an online purchase?Base (weighted): Online Shopper n=301; answer category Don know not shown
74% 27%
3%27%
More than one fourth of the online shoppers of the past 24 months
have already used a mobile or smartphone to make an online purchase
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Budget of last purchase
5% 9%27% 16% 20%
34%
5%10%
19% 41% 24%
29%
25%
24%
17%
21%24%
14%
29%
29%
8%
7%11%
5%
26% 20% 22%
5%1% 3%
How much did you spend on your latest purchase?
Shopper of the past 24 months per category
Q5: And how much money did you approximately spend? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Videon=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Dont know not shown
7.500 SEK and more
5.000-7.499 SEK
2.500-4.999 SEK
1.000-2.499 SEK
less than 1.000 SEK
PC
hardware
Photo/
VideoTV
Mobile
devices
Home
appliancesAudio/Video
equipment
TV sets, PC Hardware and Home appliances are the categories with
the highest average spendings in the past 24 months
6,100 SEK 2.300 SEK 2.900 SEK 5.800 SEK 2.700 SEK 5.700 SEK
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Mobile Devices
Computer Hardware
TV
Home appliances
Audio & video equipment
Photo/Video
21%
19%
17%
16%
10%
10%
24%
20%
15%
20%
21%
16%
22%
32%
21%
26%
31%
38%
52%
37%
46%
53%
54%
46%
Shopping within the next 12 months
Somewhat likelyVery likely
Do you plan to buy tech productsin the next 12 months?All respondents
How likely is it that youll makeyour purchase online?Purchase intender
31% dont plan any techpurchase in the next 12 months
Q10: Do you plan to buy any products out of the following product categories within the next 12 months? Q11: How likely is it that you will make your purchase(s)online? 5-point-scale: (1) Very likely (5) Very unlikely; Base (weighted): All respondents n=1,000/ Purchase intender: Mobile Devices n=213; PC Hardwaren=193; Home appliances n=158; TV n=172; Photo/Video n=101; Audio&Video equipment n=104
69% of the Swedish onliners plan a tech purchase in the next 12months. Highest purchase intention for mobile devices more than onethird of the purchase intenders per category plan to purchase online.
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Replacement of my
old product
I looked for new
features
I didnt have thisproduct previously
New product to the
market
Change of brand
TV
Audio & Videoequipment
Photo/Video
PC hardware
Mobile devices
Home appliances
Triggers for Purchase
Shopper of the past 24 months per category
Triggers for purchase
Q6: Which of the reasons listed below best represents your motivation for making your latest purchase? Base (weighted): Shopper per category: TV n=330; Audio/Videoequipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Other / No answer not shown
0% 20% 40% 60% 80% 100%
Replacing old with new and more advanced products is the dominant
motive for tech purchases buying products not owned so far mostlikely in the categories audio and video equipment or photo and video
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It is available 24 hours and 7 days a week Convenience
Large and complete assortment Assortment/Clarity
Easier to compare prices Prices/Payment
Lower prices than offline Prices/Payment
Presence of customer reviews from other people PersonalAdvice
Special promotions online Prices/Payment
No long queues like in the store / supermarket Convenience
It is fast and it is a gain of time Convenience
Easier to compare products Convenience
You can shop from anywhere Convenience
49%
45%
43%
42%
37%
37%
36%
36%
34%
32%
Drivers for buying online
Drivers for buying online - Top 10
All respondents
Convenience and assortment advantages are the most frequentlystated reasons for buying online apart from this obviously pricecomparison and good pricing in general are important aspects as well
Q7: What are from your perspective reasons for buying products on the internet? Base (weighted): All respondents n=1,000
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I want to see or touch the products therefore I buy life in a store Convenience
Recommendation/ expertise of a salesperson is appreciated Personal Advice
I dont want to pay for delivery Prices/Payment
I dont trust online payment Prices/Payment
Security concerns in general Convenience
I like the shopping experience, it gives me a good feeling Convenience
Im used to buy those things in a store Convenience
I want to try the product before I buy it Convenience
Range is very high so its too complicated to find my products Assortment/Clarity
I cannot return the product if Im not satisfied Convenience
44%
40%
25%
24%
23%
22%
22%
18%
17%
14%
The lack of physical product experiences as well as the need for personal
consultancy are clearly the main barriers constraining online purchase
Barriers for buying online
Barriers for buying online - Top 10
All respondents
Q8: What are from your perspective reasons for NOT buying products on the internet? Base (weighted): All respondents n=1,000
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Have you ever commented on a product online?
All respondents
Product promotion online
One third of the onliners have already communicated about products
on the internet liking products on facebook is most popular
Liking it on facebook21%
Becoming a fan of a product /brand on facebook13%
Writing a review on a reviewor comparison site
Tweeting the product2%
Following a product / brandon twitter
2%
Yes33%
No67%
13%
Q14: Have you ever promoted a product online by ? Base (weighted): All respondents n=1,000
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Clear return options
Existence of a phone number
Clear after-sales services
Availability of all relevant contact details
Usability / ease of use of the websitePresence of well-known, trustable brands
Seals of approval and quality
Speed of delivery
Wide range of products
There is a physical address in Sweden
Free shipping costs
Consumer reviews and comments
Availability of special online offers
Real life recommendations
Internet recommendations
Presence of offline stores nearby
The local domain name is .se
Fun on the website: presence of videos & games
Characteristics of an online shop
How important are the following features of online shops for you?All respondents
0% 20% 40% 60% 80% 100%
Q13: How important are the following characteristics of online shops for you? On a 5-point scale from 1-very important to 5-very unimportant.Base (weighted): All respondents n=1,000
Top 2: very important and importantcharacteristics of e-shops
Designing comprehensive customer services (clear return options and after-sales service, offline contact details) is a core factor for successful online shops trust building (brands, quality seals) contributes too
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Wrap up purchase behaviour
1
In the past 24 months Swedish onliners purchased on average in two tech
categories mobile devices are most popular in this respect and were bought by
every second onliner.
2Online purchase is an established purchase method across all tech categories.
Retailer websites are the 2nd most important channel for tech purchases only
retailer stores score better in this respect.
3
Online will rise its importance as a sales channel: every second purchase
intender in the categories computer hardware, photo/video, audio and videoequipment states that it is likely that he will make his next purchase online.
4Mobile commerce somewhat established as well: 27% of the onliners who
bought tech products online in the past 24 months have already made a
purchase via smartphone this equals about 8% of all onliners.
5Enhancing online product experiences and online product presentations in
combination with giving relevant product advice or category recommendationscan contribute in order to further push online as a sales channel.
6Comprehensively designed customer services (clear return options, after-sales
services, availability of offline contadct details), user-friendly navigation and
trust-building (brands presence) are core factors for successful online shops.
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Research behaviour
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Computer hardware
TV
Photo/video
Audio & video equipment
Home appliances
Mobile devices
General research behaviour
Q15: How often do you inform yourself about products out of the following categories before you decide to buy? Q16: And how often do you use the internet to inform yourselfbefore you buy products out of the following categories? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardwaren=424; Mobile devices n=575; Home appliances n=432; answer categories Seldom / Never / Dont know not shown
Almost every shopper of the past 24 months researched prior to purchase
and the vast majority used the internet as an information sourceDid you use the internet forpre-purchase research?Shopper of the past 24 months
Did you research prior toyour latest purchase?Shopper of the past 24 months
90%
89%
87%
86%
86%
86%
86%
79%
78%
81%
80%
81%
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Computer hardware
TV
Photo/video
Audio & video equipment
Home appliances
Mobile devices
86%
79%
78%
81%
80%
81%
ROPO effect visible: across all categories the majority of the online
researchers made their subsequent purchase offline
Where did you buy?Shopper who researched online
Did you use the internet forpre-purchase research?Shopper of the past 24 months
Research onlinepurchase?
Q16: And how often do you use the internet to inform yourself before you buy products out of the following categories? Base (weighted): Shopper per category: TV n=330;Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Seldom / Never / Dont know notshown Q4: Thinking about the last time you made a purchase in each of the following categories. How did you actually purchase them? Base (weighted): TV n=262; Audio/Videoequipment n=221; Photo/Video n=267; PC hardware n=363; Mobile devices n=466; Home appliances n=345; answer category Other / Dont know not shown
34%
19%
32%
32%
16%
34%
63%
79%
63%
63%
81%
60%
Online
Offline
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PC/laptop at home
Tablet PC
Mobile/smartphone
Laptop/netbook on the go
Mobile research receives already significant shares one out of four
online researchers used a mobile device for pre-purchase research
85% 24%
4%25%
Channels online search
Which devices did you use for researching product information online?
Shopper of the past 24 months who researched online
Q17: Youve stated that you at least sometimes use the internet to inform yourself about products out of the following categories . Which of the following devices did you use forgetting product information on the internet? Base (weighted): Researchers in one of the product categories, at least sometimes n=700; answer category Dont know not shown
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TV
Audio & Video equipment
Photo/Video
Computer hardware
Mobile devices
Home appliances
Base: Respondents who purchased in the categories within the last 24 months and used online or offline touch points in the research process; TV n=330; Audio/Video equipmentn=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432
53%
59%
56%
61%
58%
51%
45%
37%
43%
46%
48%
47%
68%
68%
68%
78%
70%
65%
60%
52%
56%
56%
56%
60%
offline touch points used in the respective stage of research funnel
24%
33%
28%
28%
26%
28%
55%
41%
52%
50%
52%
49%
online touch points used in the respective stage of research funnel
Research funnel:Online vs. offline search
Research funnel
Shopper last 24 months per category
Intensive research Final decisionInitial research
Online sources are used for initial and intense research prior to purchase
when it comes to decision-making offline information gains importance
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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedTV within the last 24 months and used online touch points in the research process: initial research n=226, intensive research n=173, final decision n=80
Website of retailer/ distributor
Product or price comparison sites
Search Engine
Website of contractor/ brand manufacturer
Consumer reviews on the internet
Newsletter
Online blogs/ online forums
Video portals (e.g. YouTube)
Social networking
Online research funnel: TV
O
nlinetouchpo
ints
Intensive Research Final DecisionInitial Research
Retailer websites, comparison sites and search engines are the mostfrequently used sources in the online research process on TV sets
54%
46%
37%
25%
24%
7%
6%
4%
3%
41%
29%
29%
21%
24%
7%
3%
3%
5%
35%
24%
9%
10%
8%
1%
4%
3%
7%
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Sales person
Friends/ colleagues
Family members
Display in store
Advert in newspaper/ magazine
Article in newspaper/ magazine
TV advert
Radio program
Radio advert
TV program
Billboard
Offline research funnel: TV
Offlinetouchpoints
Professional in-store consultancy with the sales staff is by far thedominant and most important offline research source on TV sets
Intensive Research Final DecisionInitial Research
52%
29%
24%
19%
18%
12%
8%
5%
5%
4%
2%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedTV within the last 24 months and used offline touch points in the research process: initial research n=198, intensive research n=149, final decision n=181
58%
17%
26%
17%
15%
10%
6%
4%
2%
4%
4%
51%
8%
23%
6%
5%
1%
1%
0%
1%
0%
2%
23
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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased
Audio&Video equipment within the last 24 months and used online touch points in the research process: initial research n=187, intensive research n=161, final decision n=91
Website of retailer/ distributor
Search Engine
Product or price comparison sites
Consumer reviews on the internet
Website of contractor/ brand manufacturer
Newsletter
Online blogs/ online forums
Video portals (e.g. YouTube)
Social networking
Online research funnel:Audio & Video equipment
O
nlinetouchpoints
Intensive Research Final DecisionInitial Research
Various sources in use for online research on audio & video equipmentwith retailer websites and search engines in the lead
53%
45%
38%
31%
28%
12%
11%
7%
4%
37%
36%
30%
23%
29%
6%
11%
10%
5%
22%
13%
22%
16%
10%
3%
9%
1%
4%
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Sales person
Friends/ colleagues
Article in newspaper/ magazine
Family members
Advert in newspaper/ magazine
Display in store
TV advert
Billboard
TV program
Radio program
Radio advert
Offline research funnel:Audio & Video equipment
Offlinetouchpoints
Word-of-Mouth either professional with a sales person or with family and friends isthe core offline information source on audio/video equipment
Intensive Research Final DecisionInitial Research
44%
30%
23%
22%
21%
19%
11%
11%
8%
6%
5%
Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased
Audio&Video equipment within the last 24 months and used offline touch points in the research process: initial research n=143, intensive research n=100, final decision n=112
57%
30%
20%
24%
16%
15%
8%
9%
12%
6%
7%
45%
16%
0%
27%
4%
4%
0%
0%
0%
2%
3%
25
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26
Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedPhoto/Video within the last 24 months and used online touch points in the research process: initial research n=233, intensive research n=189, final decision n=95
26
Product or price comparison sites
Website of retailer/ distributor
Search Engine
Consumer reviews on the internet
Website of contractor/ brand manufacturer
Online blogs/ online forums
Video portals (e.g. YouTube)
Social networking
Newsletter
2626
Online research funnel: Photo/Video
O
nlinetouchpoints
Intensive Research Final DecisionInitial Research
Comparison and retailer websites are the top online sources for researchon photo/video, search engines leading to them are quite strong as well
48%
46%
41%
29%
22%
13%
8%
5%
5%
39%
34%
32%
27%
30%
9%
6%
3%
5%
28%
25%
15%
12%
11%
4%
2%
0%
2%
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Sales person
Friends/ colleagues
Family members
Advert in newspaper/ magazine
Display in store
Article in newspaper/ magazine
Radio advert
TV advert
Billboard
TV program
Radio program
Offline research funnel: Photo/Video
O
fflinetouchpoints
Intensive Research Final DecisionInitial Research
44%
35%
29%
26%
23%
13%
9%
7%
6%
5%
2%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedPhoto/Video within the last 24 months and used offline touch points in the research process: initial research n=190, intensive research n=145, final decision n=177
57%
30%
23%
10%
20%
9%
7%
6%
5%
3%
7%
51%
14%
25%
0%
4%
2%
2%
0%
2%
0%
0%
WOM is the most important offline source: either professional or withfriends/family. In-store displays + print ads contribute for initial research
27
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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedComputer hardware within the last 24 months and used online touch points in the research process: initial research n=329, intensive research n=257, final decision n=117
Website of retailer/ distributor
Product or price comparison sites
Search Engine
Consumer reviews on the internet
Website of contractor/ brand manufacturer
Online blogs/ online forums
Newsletter
Social networking
Video portals (e.g. YouTube)
Online research funnel:Computer Hardware
O
nlinetouchpo
ints
Intensive Research Final DecisionInitial Research
Retailer and comparison sites together with search engines are the coreonline information sources on computer hardware
48%
47%
40%
25%
24%
8%
8%
4%
4%
37%
37%
37%
27%
26%
9%
8%
3%
8%
35%
17%
13%
12%
12%
5%
2%
3%
1%
28
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Sales person
Friends/ colleagues
Family members
Advert in newspaper/ magazine
Display in store
Article in newspaper/ magazine
TV advert
Radio advert
TV program
Billboard
Radio program
Offline research funnel:Computer Hardware
O
fflinetouchpoints
Intensive Research Final DecisionInitial Research
51%
39%
30%
20%
15%
13%
8%
6%
4%
4%
3%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedComputer hardware within the last 24 months and used offline touch points in the research process: initial research n=235, intensive research n=194, final decision n=212
54%
30%
25%
14%
10%
17%
5%
3%
9%
8%
7%
49%
17%
24%
3%
2%
1%
0%
0%
2%
0%
1%
Both offline research and decision making on computer hardware isstrongly influenced by in-store consultancy from sales persons
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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedMobile devices within the last 24 months and used online touch points in the research process: initial research n=403, intensive research n=334, final decision n=150
Website of retailer/ distributor
Product or price comparison sites
Search Engine
Consumer reviews on the internet
Website of contractor/ brand manufacturer
Newsletter
Online blogs/ online forums
Video portals (e.g. YouTube)
Social networking
Online research funnel: Mobile Devices
O
nlinetouchpo
ints
Intensive Research Final DecisionInitial Research
Various sources in use for online research on mobile devices retailerand comparison sites as well as search engines are most relevant
43%
42%
41%
32%
28%
8%
7%
5%
3%
33%
37%
36%
29%
28%
4%
6%
5%
3%
21%
24%
14%
12%
20%
1%
5%
2%
0%
30
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Sales person
Friends/ colleagues
Family members
Advert in newspaper/ magazine
Display in store
Article in newspaper/ magazine
TV advert
Billboard
TV program
Radio advert
Radio program
Offline research funnel: Mobile Devices
O
fflinetouchpoints
Intensive Research Final DecisionInitial Research
50%
32%
29%
20%
18%
16%
9%
8%
4%
4%
3%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedMobile devices within the last 24 months and used offline touch points in the research process: initial research n=322, intensive research n=276, final decision n=298
58%
25%
25%
13%
5%
12%
5%
5%
6%
2%
5%
54%
12%
21%
2%
3%
1%
1%
2%
2%
0%
1%
Among the offline information sources personal consultancy from salesstaff plays an outstanding role throughout the path to purchase for TV sets
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Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedHome appliances within the last 24 months and used online touch points in the research process: initial research n=283, intensive research n=219, final decision n=119
Website of retailer/ distributor
Product or price comparison sites
Search Engine
Consumer reviews on the internet
Website of contractor/ brand manufacturer
Online blogs/ online forums
Newsletter
Video portals (e.g. YouTube)
Social networking
Online research funnel: Home appliances
Onlinetouchpoints
Intensive Research Final DecisionInitial Research
Search engines play a major role for initial and intensive research on homeappliances, for decision-support retailer and comparison sites are strong
49%
45%
42%
24%
20%
6%
5%
4%
3%
35%
40%
36%
26%
24%
6%
4%
4%
1%
28%
27%
12%
13%
9%
4%
2%
4%
0%
32
Off f
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Sales person
Advert in newspaper/ magazine
Family members
Friends/ colleagues
Display in store
Article in newspaper/ magazine
TV advert
Radio advert
Billboard
TV program
Radio program
Offline research funnel: Homeappliances
Offlinetouchpoi
nts
Professional consultancy is the top source in the offline researchprocess on home appliances, family members impact decision-making
Intensive Research Final DecisionInitial Research
46%
29%
23%
21%
20%
15%
7%
4%
4%
3%
3%Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about theproducts you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchasedHome appliances within the last 24 months and used offline touch points in the research process: initial research n=259, intensive research n=204, final decision n=211
61%
15%
16%
14%
13%
11%
5%
3%
4%
1%
4%
52%
6%
28%
7%
4%
2%
0%
0%
0%
1%
1%
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Wrap up research behaviour
1High information needs in the tech vertical: the vast majority of the shoppers
research prior to purchase and almost every shopper uses the internet as a
research source regardless of category.
2 Online research impacts offline sales: across the board 60% (or more) of theshoppers who researched online made their purchase offline (ROPO effect).
3Along the path from research to purchase online sources are particularly strong
for starting and intensifying research on tech products whereas final decisions are
predominantly supported by offline sources.
4 In comparison with offline sources in use for pre-purchase research onlineinformation sources are used on a higher level of variety.
5
Among the various online sources retailer websites, comparison sites as well as
search engines are predominantly used ahead of other sources such as
consumer review or manufacturer sites . Among the offline sources it is primarily
in-store consultancy or WOM with friends and family that contributes in the
research process.
6Stationary internet is still the most common device for online research. However,
mobile research share already established with about 24% of the online
researchers having used a smartphone for researching.
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35
35
Summary
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Management summary
1
Online purchase is an established purchase method in the tech vertical with retailerwebsites being the 2nd most important channel for tech purchases. However, overall
offline purchase is still the predominantly chosen purchase method with retailer stores inthe lead.
2Mobile commerce already with significant spread: about one fourth of the onliners who
bought tech products online in the past 24 months have already made a purchase via
smartphone this equals about 8% of all onliners.
3
Online research highly relevant in all product categories: 8 out of 10 tech shoppers of the
past 24 months used the internet for pre-purchase research. For starting and intensifying
research on tech products online information sources are clearly first choice and already
outpacing offline sources.
4 Online research drives offline sales: across the board 60% (or more) of the shoppers whoresearched online made their purchase offline (ROPO effect).
5Search engines are among the top frequently used sources for the actual online research
process with Google being clearly the most frequently used search engine. Almost half ofthe search engine users remember having clicked on ads on search and more than one
third made a purchase as a result.
6 Accordingly presence on search engines enables presence in the online research processand subsequently relevance for the offline purchase.3