Italy

Agenda
Methodology Summary Research & Purchase Behaviour, Online and Offline Search Engine Usage eCommerce Attitudes & Behaviours

Methodology

Methodology
Target group: Internet user in Italy, 14 years and older Sample: N=2,033 Internet users Methodology: Online Questionnaire Fieldwork: March 22th April 11th, 2010 Research company: TNS Infratest End product: www.consumerbarometer.eu

Summary

Summary
Italian online consumers research key product categories on the internet travel, technology and M&E&L Travel products are purchased online to a great extent

Across all other product categories consumers still tend to purchase products offline The most commonly used website type for online research is search engines Many respondents specify the internet as the first place they usually go to when researching products to buy

Research & Purchase Behaviour, Online and Offline

Total Purchase
In the past 12 months, the vast majority of consumers has bought Retail and CPG & Healthcare products Share of Purchasers within last 12 months
Base: Onliner

Retail (net)
or each vertical, the graph shows the percentage of respondents who purchased at least one product within the respective vertical. ultiple product purchases within a vertical are still only counted once - hence "net". The maximum net percentage therefore is 100%.

95% 91% 77% 7 % 62% 51% 4 %

% 1 % 20%

Question: When did you last buy any of the following products or services: within the last 3 months, the last 6 months, the last 12 months, more than 12 months or never? Source: Q1 / Consumer Commerce Barometer / TNS Infratest, ieldwork

arch 22-April 11, 2010 / base: n =2,033

CPG&Healthcare (net) Tech (net) & & (net) inance (net) Travel (net) Auto (net)
0% 40%

50%

60%

70%

80%

90%

100%

Method of Purchase
Generally, consumers across all product categories still tend to buy products offline. However, Travel products are also bought online to a great extent Method of Purchase
Base: Online and Offline Shopper
99% 98% 96% 94%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

91%

88% 70%

45%

15% 6%

19% 14% 8%

21%

CPG&Healthcare

Retail

Tech

Auto Bought offline

Finance Bought online

M&E&L

Travel

Question: Thinking about the last time you bought each of these products or services, how did you purchase them: online, by phone, by catalogue, in a store/agency/ showroom or any other way? Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies for each product category

Segmentation of Product Categories

10

100% Research Online

Research online

20 1 18 28 1 1

Research offline

10

1 2

12

22 2

100% Research Offline

100% Purchase Offline

Selection: Bought at least 1 product of the respective category in the last 12 months max. n=18 items)

11 8 2

Purchase offline

2 1

21

1 Personal appliances 2 Domestic appliances 3 Books 4 Clothing & accessories 5 CDs/DVDs 6 Toys 7 Footwear 8 Gifts, flowers, greetings 9 DIY, Tools, Garden Equipment 10 Home Furnishings/Furniture 11 Home and household goods 12 Sport equipment 13 Mobile phone subscription 14 Audio devices 15 Computer hardware 16 Digital camera/camcorder 17 Visual devices 18 Computer software/video games 19 Printer supplies 20 Mobile phone handset) 21 Computer peripherals 22 Health products 23 Groceries 24 Cosmetics/beauty products 25 Cars 26 Car Parts or Accessories 27 Cinema Tickets 28 Event tickets 29 Real estate 30 Business Travel 31 Hotels 32 Package Holidays 33 Leisure Flights 34 Personal Loans 35 Home insurance 36 Car insurance

Purchase online

100% Purchase Online

Search Engine Usage

Websites Used for Online Research

Search engines are the most commonly used type of website for online research whereas micro)blogs and financial websites are barely used Websites Used for Online Research
Base: Onliner

12

Search ngines Manufacturer Retailer Online auction Price Comparison Mapping Consumer Review Bulletin Boards Social Networking Video ortals Blogs Financial Microblogs
0%

55% 30% 25% 22% 22% 1 % 15% 10% % % 5% 3% 1%


10% 20% 30% 40% 50% 60% 70% 0% 90% 100%

Question: Thinking in general, what sorts of websites do you use in researching purchases you make either online or elsewhere e.g. in a store / agency / showroom / by phone, etc. Source: Q5 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033

1 2

Search Engine Usage

Search engines are most commonly used by respondents who search for Travel, Tech or Retail-related information Search Engine Usage
Base: Online Researcher
Mean: 71%
Travel Tech Retail uto Finance M&E&L C ealthcare
  !        
1 3

13

Question:

nd for which of these products or services, did you use a search engine to help do your research? - pril 11,

Source: Q3. / Consumer Commerce Barometer / TNS Infratest, Fieldwork March product category

1 / base varies for each

$ $"

# ""

 " #

eCommerce Attitudes and Behaviours Links

eCommerce Attitudes: Security

I always read the Terms & Conditions before buying an item online. Im comfortable buying products from foreign websites.

15

43%

Im comfortable buying products from unfamiliar websites.

13%

10%

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements? Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033 Top 2 on a 5 point scale = strongly agree, agree

eCommerce Attitudes: Loyalty & Convenience 1/2)

I only buy from websites where I am already a customer

16

The internet is the first place I usually go to when researching products to buy. Online shopping is convenient and saves me time.
46%

23%

I have changed my mind about which brand to buy following research on the web.

37% 31%

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements? Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033 Top 2 on a 5 point scale = strongly agree, agree

eCommerce Attitudes: Loyalty & Convenience 2/2)

I find arranging suitable delivery times difficult.

17

I may do research online, but will only purchase a product in a store.

I find delivery of goods purchased online is too expensive.

24%

I find returning items to be unsatisfactory/ difficult.

39%

51% 43%

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements? Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033 Top 2 on a 5 point scale = strongly agree, agree

eCommerce Attitudes: Online Promotions

18

I have ever redeemed a promotional voucher or discount code when buying products online. I have ever bought something as a direct result of an email I have received from a retailer.

25%

I have ever bought a product as a result of reading a recommendation from the retailer.

15%

24%

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements? Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base: n = 2,033 Top 2 on a 5 point scale = strongly agree, agree

Appendix

ROPO by Product Category Reading Example)

Research Online Overall Technology Mobile phone handset) Printer supplies Computer Hardware Digital Camera/Camcorder Computer peripherals e.g. printer) Mobile phone subscription Visual devices Audio devices Computer Software / Video games Travel Leisure Flights Business Travel Hotels for leisure/holidays) Package Holidays 69% 52% 46%1 22% 37% 36% 34% 22% 31% 34% 40% 62% 54% 28% 59% 51% Research Online AND Purchase Online 35% 15% 7%2 7% 11% 8% 9% 5% 5% 9% 12% 36% 41% 16% 31% 21%
%

20

Research Offline 98% 79% 54% 78% 63% 64% 66% 78% 69% 66% 60% 55%4 46% 72% 41% 49%

Research Offline AND Purchase Online 19% 7% 2% 3% 5% 4% 3% 10% 3% 6% 7% 15%5 13% 16% 5% 7% Offline 96% 75% 52% 75% 58% 59% 64% 68% 66% 60% 53% 45%6 33% 56% 36% 42%

Offline 62% 46% 39%3 16% 26% 28% 24% 16% 27% 25% 28% 33% 12% 12% 28% 31%

Selection: Bought at least 1 product of the respective category in the last 12 months max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies for each product category

ROPO Behaviour by Product Category 1/3)

Research Online Overall Technology Mobile phone handset) Printer supplies Computer Hardware Digital Camera/Camcorder Computer peripherals e.g. printer) Mobile phone subscription Visual devices Audio devices Computer Software / Video games Travel Leisure Flights Business Travel Hotels for leisure/holidays) Package Holidays 69% 52% 46% 22% 37% 36% 34% 22% 31% 34% 40% 62% 54% 28% 59% 51% Research Online AND Purchase Online 35% 15% 7% 7% 11% 8% 9% 5% 5% 9% 12% 36% 41% 16% 31% 21%
&

21

Research Offline 98% 79% 54% 78% 63% 64% 66% 78% 69% 66% 60% 55% 46% 72% 41% 49%

Research Offline AND Purchase Online 19% 7% 2% 3% 5% 4% 3% 10% 3% 6% 7% 15% 13% 16% 5% 7% Offline 96% 75% 52% 75% 58% 59% 64% 68% 66% 60% 53% 45% 33% 56% 36% 42%

Offline 62% 46% 39% 16% 26% 28% 24% 16% 27% 25% 28% 33% 12% 12% 28% 31%

Selection: Bought at least 1 product of the respective category in the last 12 months max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies for each product category

ROPO Behaviour by Product Category 2/3)

Research Online Retail Books Clothing & Accessories Toys Footwear Sport equipment CDs / DVDs Gifts, flowers, greetings Domestic appliances Personal appliances DIY, tools, Garden Equipment Home Furnishings/Furniture Home and Household Goods CPG & Healthcare Health products Groceries Cosmetics/beauty products 42% 25% 11% 11% 11% 18% 21% 7% 31% 21% 14% 26% 9% 17% 12% 2% 16%
'

22

Research Online AND Purchase Online 11% 10% 3% 1% 3% 4% 6% 1% 3% 2% 1% 0% 0% 4% 3% 0% 3% Offline 38% 15% 8% 10% 8% 14% 14% 6% 28% 18% 13% 26% 9% 14% 9% 2% 13%

Research Offline 96% 75% 89% 89% 89% 82% 79% 93% 69% 79% 86% 74% 91% 97% 88% 98% 84%

Research Offline AND Purchase Online 7% 4% 1% 0% 1% 6% 3% 0% 2% 3% 1% 1% 1% 3% 1% 1% 3% Offline 94% 71% 88% 89% 89% 76% 76% 93% 67% 77% 85% 73% 90% 96% 87% 97% 81%

Selection: Bought at least 1 product of the respective category in the last 12 months max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies for each product category

ROPO Behaviour by Product Category 3/3)

Research Online Automotive Cars Car parts or Accessories Finance Car insurance Home insurance Personal Loans Media & Entertainment & Local Event tickets Cinema tickets Real estate e.g. rent a flat) 24% 35% 15% 28% 26% 19% 20% 34% 37% 25% 27% Research Online AND Purchase Online 5% 4% 5% 9% 9% 4% 2% 16% 18% 9% 11% Offline 20% 32% 10% 21% 17% 16% 18% 21% 19% 17% 16% 83% 65% 85% 78% 74% 81% 80% 79% 63% 75% 73% Research Offline Research Offline AND Purchase Online 3% 5% 2% 5% 4% 4% 8% 6% 5% 4% 7% Offline 80% 60% 83% 75% 69% 77% 72% 74% 58% 71% 66%

23

Selection: Bought at least 1 product of the respective category in the last 12 months max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 22-April 11, 2010 / base varies for each product category

Thank you for your attention!

www.consumerbarometer.eu