1. technology and computing
2. internet technology
3. web search

Digiajan kuluttaja ja internetin rooli eri
ostoprosessin vaiheissa
Jonna Toikka Industry Head, Agencies
Google Confidential and Proprietary
1
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Google Confidential and Proprietary
55
Overview online purchase
Two thirds of the Finnish internet users are online shoppers and half of
the onliners purchase at least once every 6 months on the internet
Do you purchase on the internet?
All respondents
Don’t know
3%
No 30%
How often do you purchase online?
All respondents
Several times a week
1%
Once a week
2%
Several times a month
Yes 67%
Once a month
About once every 3 months
About once every 6 months
Less frequently
11% of the Finnish
onliners are heavy
shoppers
8%
11%
17%
12%
17%
17% Light Shoppers
Q3: How often do you purchase things online? Base (weighted): n=1,000; answer category Don t know not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Who are the online shoppers?
51% of the online shoppers are women
49% of the online shoppers are men
The average online shopper is 41
years old
34% of the online shoppers have a university degree
31%
of the online shoppers have an annual hh income of more than 40.000
EUR
16% of the online shoppers are heavy shoppers (online purchase: several times a month)
25%
of the online shoppers are light
shoppers (online purchase: once a year or less)
10% of the online shoppers have already bought online via smartphone
Source: TNS Infratest
Google Confidential and Proprietary
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Differences between the online shopping levels
In comparison with offline-only shoppers the online shoppers are a
rather young group with a significantly higher education and income
Online shoppers
Heavy shoppers
Light shoppers
Offline-only shoppers
Gender
49% m / 51% f
52% m / 48% f
50% m / 50% f
53% m / 47% f
Age Ø
41 years
34 years
49 years
56 years
Annual income Ø
37.000 EUR
33.500 EUR
36.600 EUR
32.800 EUR
University Degree
34%
26%
38%
17%
Mobile purchase
10%
28%
5%
0%
% of all onliners
67%
11%
17%
30%
Base (weighted): Online shoppers n=672; Heavy shoppers n=107; Light shoppers n=165; Offline-only shoppers n=297
Source: TNS Infratest
Google Confidential and Proprietary
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Product categories for online shopping
Various product categories are considered for online shopping – most
popular are products from the verticals entertainment, travel and apparel
In which product categories do you buy online?
Online shoppers
73%
70%
69%
58%
57%
50%
44%
42%
42%
36%
Entertainment
products
Travel
Apparel Communications
Consumer
electronics
Gaming
Domestic
appliances
TV services
Furniture
Sport
equipment
Q4: How much money do you spend annually online within the product categories written below? If you can’t tell it exactly please try to estimate. Base (weighted): Shopper per
category: Online shoppers n=672; answer categories “I do not buy products of this category at all” and ”Don’t know” not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Product categories for online shopping
Heavy online shoppers are typically not focused on single categories
but consider every vertical for online purchase – light shoppers are
particularly interested in buying travel products online
In which product categories do you buy online?
Online shoppers/ Heavy shoppers/ Light shoppers
93%
87%
79%
70%
73%
67%
82%
73%
69%
58%
48%
45%
83%
71%
Travel
70%
61%
57%
50%
40%
36%
40%
44%
42%
27%
Entertainment
products
65%
Consumer
Apparel Communications electronics
Gaming
Domestic
appliances
Online shoppers
42%
26%
TV services
36%
28%
Furniture
Heavy shoppers
23%
Sport
equipment
Light shoppers
Q4: How much money do you spend annually online within the product categories written below? If you can’t tell it exactly please try to estimate. Base (weighted): Shopper per
category: Online shoppers n=672; Heavy shoppers n=107; Light shoppers n=165; answer categories “I do not buy products of this category at all” and ”Don’t know” not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Devices for online purchase
Obviously all groups use stationary internet as the most represented
device – highest mobile purchase share among the heavy shoppers
Which of these devices have you already used for online shopping?
Online shoppers/ Heavy shoppers/ Light shoppers
94% 93%
94%
32%
28%
23%
16%
PC/ laptop
at home
PC/ laptop
at work
10%
21%
5%
Mobile/ smartphone
9%
6%
Laptop/ netbook
on the go
Online shoppers
2%
5%
2%
Tablet PC
Heavy shoppers
Light shoppers
Q5: You’ve stated that you at least sometimes buy things on the internet. Which of the following devices have you already used in order to make an online purchase?
Base (weighted): Online shoppers n=672; Heavy shoppers n=107; Light shoppers n=165; answer category Don t know not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Relevant set methods of purchase
Retailer online shops (e. g. NetAnttila, Stockmann) are clearly the most
preferred online purchase channel among Finnish online shoppers
Methods of purchase
Online shoppers
Ever tried
74%
Online shop of a retailer
18%
47%
Online auctions
Online classifieds
44%
49%
Online shop of a contractor
Price comparison website
Preferred
38%
31%
17%
5%
5%
Q7: Thinking generally about your purchases you’ve already done so far in the internet. Which of the following ways of purchase have you ever tried? Q8: And which of these is
your preferred way of purchasing on the internet? Base (weighted): Online pruchasers: n=672; answer categories Other and Don t know not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Relevant set methods of purchase
In comparison with the other shopper groups the group of the heavy
shoppers shows a higher preference for buying at online auctions
Methods of purchase
Online shoppers/ Heavy shoppers/ Light shoppers
Online shoppers
Online auctions
17%
Online classifieds
16%
30%
12%
63%
47%
30%
16%
28%
38%
5%
53%
5%
23%
1%
43%
31%
5%
36%
61%
49%
18%
53%
44%
44%
Online shop of a contractor
Light shoppers
82%
74%
Online shop of a retailer
Price comparison website
Heavy shoppers
4%
22%
9%
Ever tried
Preferred
Q7: Thinking generally about your purchases you’ve already done so far in the internet. Which of the following ways of purchase have you ever tried? Q8: And which of these is
your preferred way of purchasing on the internet? Base (weighted): Online shoppers n=672; Heavy shoppers n=107; Light shoppers n=165;
answer categories Other and Don t know not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Preferred payment method
Across all shopper groups paying via online banking/bank identifiers is
most common, heavy shoppers are comparably open for PayPal payments
Which is your preferred payment method for online purchase?
Online shoppers/ Heavy shoppers/ Light shoppers
Online shoppers
Online banking/bank identifiers
48%
Bank transfer after delivery
15%
Online with credit card
15%
Cash on delivery
9%
Bank transfer before delivery
5%
Online via pay pal
5%
Online with direct debit card
Heavy shoppers
1%
Light shoppers
48%
50%
12%
16%
9%
13%
5%
8%
6%
6%
17%
1%
2%
3%
Q9: Which is your preferred method of payment for products or services when you buy on the internet?
Base (weighted): Online shoppers n=672; Heavy shoppers n=107; Light shoppers n=165; answer category “Don’t know” not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Google Confidential and Proprietary
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Image perception of purchase methods
Buying online is first of all perceived as an up to date, convenient and
efficient purchase method - offline is rather perceived as entertaining
and trustworthy
Image perception of purchase methods
All respondents
From my perspective!
up to date
convenient
efficient
easy to handle
inspiring new ideas
entertaining
trustworthy
!applies more to online purchasing
55%
!applies more to offline purchasing
10%
47%
34%
19%
42%
35%
24%
31%
34%
36%
30%
33%
24%
19%
46%
44%
4%
!applies to both
options
37%
66%
30%
Q12: Please state for each item whether this item rather applies to online purchasing or offline purchasing. Base (weighted): All respondents n=1,000
Source: TNS Infratest
Google Confidential and Proprietary
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Drivers for buying online
Convenience - not pricing - related aspects (shopping at any time,
convenient payment) are the main drivers for buying on the internet
Drivers for buying online - Top 10
All respondents
It is available 24 hours and 7 days a week
50%
37%
Convenient online payment
Convenience
Convenience
Lower prices than offline
35%
Prices/Payment
Easier to compare prices
35%
Convenience
I can buy products that are not available in Finland
35%
Assortment/Clarity
Special Products which are hard to get offline
34%
Assortment/Clarity
Trusted online supplier
34%
Lifestyle/Environment
You can shop from anywhere
33%
Convenience
No long queues like in the store/supermarket
33%
Convenience
Easier to compare products
32%
Assortment/Clarity
Q10: Independent of the products you’ve already bought online. From your perspective, what are reasons for buying online? Or what are the advantages of online buying in
general? Base (weighted): All respondents n=1,000
Source: TNS Infratest
Google Confidential and Proprietary
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Barriers for buying online
Needs for consultancy and physical product experiences are top barriers;
buying habits and low trust in online supplier/payment constrain online too
Barriers for buying online - Top 10
All respondents
No possibility to talk to a specialist for my topic in person
44% Additional information
38%
I want to see or touch the products therefore I buy live in a store
34%
I want to try the product before I buy it
I m used to buy those things in a store
31%
I don t trust the online supplier
28%
Convenience
Convenience
Lifestyle/ Environment
Lifestyle/ Environment
I don t trust online payment
27%
Prices/payment
It is more complex to compare products
27%
Assortment/clarity
I appreciate the recommendation and expertise of a salesperson
25%
Additional information
Delivery is too expensive
24%
Prices/payment
I don t want to pay for delivery
23%
Prices/payment
Q11: From your perspective, what are reasons for NOT buying online in general? Base (weighted): All respondents n=1,000
Source: TNS Infratest
Google Confidential and Proprietary
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Product comment online
Giving product related comments on the internet is quite common: almost
one third of the onliners has already done so – even offline-only shoppers
leave comments online
Have you ever commented on a product online?
All respondents/ Online shoppers/ Offline-only shoppers
All respondents
Online shoppers
Offline-only shoppers
Yes
18%
Yes
31%
Yes
39%
No
82%
No
69%
No
61%
Q21: Have you ever commented on a product online? Base (weighted): All respondents n=1,000; Online shoppers n=672; Offline-only shoppers n=297
Source: TNS Infratest
Google Confidential and Proprietary
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Product comment online
Among Finnish internet users the favourite options for giving product
comments are writing consumer reviews or sharing links on facebook
Have you ever commented on a product online?
All respondents/ Online shoppers/ Offline-only shoppers
All respondents
16%
Writing a review
Sharing a link on Google+
Tweeting the product
2%
8%
19%
5%
4%
Offline-only shoppers
20%
15%
Sharing a link on facebook
Blogging
Online shoppers
7%
5%
2%
7%
2%
2%
2%
Q21: Have you ever commented on a product online? It does not matter whether you have commented in a positive OR negative way on a product.
Base (weighted): All respondents n=1,000; Online shoppers n=672; Offline-only shoppers n=297; answer category No, I ve never commented on a product so far not shown
Source: TNS Infratest
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Source: TNS Infratest
Google Confidential and Proprietary
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Awareness of retail online shops
Awareness of retail web shops is quite high among Finnish onliners NetAnttila and Huuto (known by 2/3 of the onliners) are top of mind
Which of the following retail online shops do you know?
All respondents
1.
66%
NetAnttila.com
5.
55%
Verkkokauppa.com
2.
65%
Huuto.net
6.
54%
3.
61%
Hobby Hall.fi
7.
4.
60%
Gigantti.fi
8.
9.
34%
Konebox.fi
Ellos.fi
10.
22%
Mulletoi.com
35%
H&M.com
11.
17%
Bookplus.fi
35%
CDON.se
12.
14%
Netrauta.fi
90% of the Finnish internet users know at least one online shop from the retail vertical
Q22: Which of the following online shops do you know?
Base (weighted): All respondents n=1,000
Source: TNS Infratest
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Usage of retail online shops
Retail online shops are not only well-known but they are actively visited
and most shops receive considerable purchase shares as well
What’s your user
experience with the
online shops you know?
I have already made a
purchase at this shop
65%
CDON.se (n=353)
Bookplus.fi (n=171)
51%
Huuto.net (n=647)
50%
Hobby Hall.fi (n=610)
49%
Verkkokauppa.com (n=546)
49%
NetAnttila.com (n=662)
49%
Ellos.fi (n=544)
48%
45%
H&M.com (n=355)
Mulletoi.com (n=218)
38%
Gigantti.fi (n=603)
36%
Netrauta.fi (n=141)
Konebox.fi (n=337)
I have not purchased there so far
but I already visited the site and
informed myself
20%
18%
21%
I‘m interested in
visiting this shop
in the future
8%
38%
8%
31%
10%
29%
10%
34%
8%
37%
7%
27%
9%
27%
11%
50%
7%
43%
10%
60%
61%
15%
11%
Q23: For each of the following online shops you know, please state which of the statements below best reflects your experience with that online shop?
Base (weighted): Respondents who are aware of online shops
Source: TNS Infratest
Google Confidential and Proprietary
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Search behaviour
Among online shoppers search engines are the top trigger for navigating
to online shops. If a shop s name is known 1/3 of the online shoppers
use search for quick access – which equals the share for direct type-in.
How do you end up on a particular website of an online shop?
Online Shoppers/ Heavy shoppers/ Light shoppers
Online Shoppers
I search for products in a search engine
and then choose one of the online shops
45%
I type the address of the online shops
directly into the browser
35%
I type the name of the online shop in a
search engine and then click on the link
34%
I have all relevant online shops in my
favourite list or bookmarked
19%
Heavy shoppers
Light shoppers
38%
48%
47%
24%
29%
32%
36%
15%
Q25: If you want to visit an online shop, how do you end up on a particular website of an online shop?
Base (weighted): Online Shoppers n=672; Heavy shoppers n=107; Light shoppers n=165; answer category Don t know not shown
Source: TNS Infratest
Google Confidential and Proprietary
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Awareness; different communication channels
Search engines and personal advice are the dominant sources for
discovering new online shops – social media comparably strong for
heavy shoppers, among light shoppers direct mail via post contributes
How do you get to know about new online shops?
All respondents
Online Shoppers
42%
Normal search engine results
Light shoppers
41%
39%
Personal recommendations
Price comparison sites
27%
Internet banners
26%
Social media
Heavy shoppers
44%
42%
34%
19%
31%
24%
22%
37%
Direct mail (via post)
22%
21%
Ads on search engines
21%
22%
Direct mail (e-mail)
21%
23%
Q26: How do you usually get to know about new websites or new e-shops for online shopping?
Base (weighted): Online Shoppers n=672; Heavy shoppers n=107; Light shoppers n=165; answer categories Other and
Source: TNS Infratest
31%
19%
31%
18%
21%
Don t know not shown
Google Confidential and Proprietary
25
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Source: TNS Infratest
Google Confidential and Proprietary
2626
Search engine usage
Search engines are perceived as an important tool for collecting product
information and almost every onliner uses search for pre-purchase
research - no matter whether the purchase is made online or offline
How often do you use
search engines!?
How important are search engines for
collecting product information?
Search engine user
Search engine user
....prior to an
online
purchase
80%
27%
....prior to an
offline
purchase
89%
91%
Very often
25%
28%
Often
29%
36%
Sometimes
14%
9%
14%
9%
25%
22%
Extremely important
34%
Very important
36%
Important
Never
Q13: How often do you use search engines to find information about products or services before you decide to buy these products or services in a store? Q14: And how often do
you use search engines to find information about products or services before you buy these products on the internet? Q16: How important would you consider search engines for
collecting information about products or services? Base (weighted): Search engine users n=896
Source: TNS Infratest
Google Confidential and Proprietary
27
Search engine usage
Every Finnish search engine user is a Google user and the vast
majority does not use any other search engine
Which search engines do you use?
Search engine user
99%
Google
Fonecta
12%
Bing
6%
MSN
5%
Yahoo
4%
77% use
only Google
Q15: Which of the following search engines do you use during your research process or would you consider using? Q16: How important would you consider search engines for
collecting information about products or services? Base (weighted): Search engine users n=896
Source: TNS Infratest
Google Confidential and Proprietary
28
Ad contact evoking search
Ad contacts in press or TV are most likely to evoke online search, already
41% of the onliners sometimes apply mobile search when seeing outdoor
ads
How often does it happen that you notice advertising!
All respondents
See advertising about a product or service in a newspaper
or magazine and then try to find out more online
4%
15%
5%
14%
See advertising about a product or service on TV and then
try to find out more online
Hear advertising about a product or service on the radio
and then try to find out more online
3%
See outdoor advertising about a product or service and try
to find out more directly via internet
4%
38%
36%
9%
55%
29%
11%
Very often
58%
41%
26%
Often
41%
Occasionally
Q20: How often does it happen that you !. Base (weighted): All respondents n=1,000
Source: TNS Infratest
Google Confidential and Proprietary
29
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Google Confidential and Proprietary
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Source: TNS Infratest
Google Confidential and Proprietary
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