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• This Showrooming: Empowering Consumer Electronics Shoppers
Study focuses on consumer electronics and explores the influence of
mobile devices on the shopping process, general shopping behaviors
in physical stores/online and “showrooming”.
• Ipsos fielded the online survey with 482 consumer electronics
shoppers (past 6 months) in February with its HearWatchSay (HWS)
community. Quantitative results were supplemented with qualitative
input about shopping and showrooming behaviors.
• HWS is an online community whose members are media forward
enthusiasts of movies, TV, technology, gaming.
• Respondents are Adults 18-64 in the US.
Introduction
5
Topline Summary
• 86% of consumer electronics shoppers surveyed did their shopping online, while 74% shopped in a physical store.
• Nearly one third (31%) of consumers used their mobile device for shopping related activities while in a store. • Among in-store shoppers, over a quarter of consumers intended to showroom by trying out the products in
the store and then buying online. However, more than half of in-store consumer electronics shoppers intended to buy the product in the store.
• In line with showrooming expected behaviors, close to three-quarters of consumers who went to a store went there to try out a product..
• Over 3 in 4 consumers did some form of online research prior to going to a store, while 6 in 10 did so after visiting a store.
• Shoppers who used their mobile device while in the store were more likely to do online research after their store visit.
• Whether doing research before, during or after going to the store, the most popular research types done were: checking prices, reading reviews and looking up product features.
• Over 4 in 10 consumers who ultimately made an online purchase used their mobile device in store for showrooming/shopping related activities.
• Price is the top driver of consumer electronics purchases online. Convenience and the ability to try/see the products are the top reasons for purchases in the store.
• Biggest spenders did in-store research on a mobile device. • In-store mobile users were much more likely to make unplanned purchases while shopping: 1 in 3 bought
something spontaneously in the store, 1 in 4 bought something spontaneously online. • On average, mobile device owners and those that use their mobile device while shopping spend more on
consumer electronics. (However, this could be due to increased frequency of purchases and not increased spending per occasion).
• Over a third of shoppers recall seeing ads for consumer electronics they were shopping for. Among these shoppers over 7 in 10 report seeing digital ads.
Key Insights
Where Did You Shop for Consumer Electronics?
Q1a. Did you shop ONLINE for the following products? Q1b. Did you go to a physical STORE to shop for any of these products?
86%
14%
Did You Shop Online?
YesNo
74%
26%
Did You Shop In A Store?
YesNo
• 86% of Consumers Shopped Online • 3 Out of 4 Shopped in a Physical Store
More Than Half of In-store Consumer Electronics Shoppers Intended to Buy the Product in the Store
Q1c. Did you intend to buy the product when you went into the store?
25% 27% 23%
58%
In Store Intentions
No, I intended to try out the product, but wasn’t ready to buy it yet
No, I intended to try out the product at thestore and then buy it online
Yes, I intended to buy the product at thestore, but after trying it out I hadquestions/needed more time
Yes, I intended to buy the product at the store
“I always first go to the store to look at a product and
then buy it online (especially off of Amazon).”
• Over a Quarter Intended to Showroom, by Trying Out the Product in the Store and then Buying Online
Three-Quarters of In-Store Shoppers Went There to Try Out the Product
Q2. Thinking about the products you recently shopped for, please tell us why you went to a physical store. Please select all that apply.
74%
46%
43%
29%
27%
23%
22%
9%
Try It/See It
Convenience
Price
Selection/Availability
Service
Shop Experience
Saw anAd/Promotion/Sale…
Preference/Habit
Why Did You Go To The Store? “Even though I may buy the product online I do
like to go to the physical store so I can actually see
it and perhaps try it”
“It's great to check out phones (new iPhones, iPads and other
tablets, TVs) and really get to feel and touch and try them in a store”
“I go to the store for service. If the employees are friendly and knowledgeable and try to help me find the perfect item for me
I'll most likely buy it from them.”
“If I have a coupon that I can only use in store and it beats an online price then I will go there
for sure to do that.”
• Nearly Half Visited the Store for Convenience or Price • Service Was Not a Key Driver of In-Store Shopping
Over 3 In 4 Consumers Did Some Form Of Online Research Prior To Going To A Store
Q3. Still thinking about the products you shopped for in a store, did you do online research BEFORE you entered the store? Q4. What type of online research did you do BEFORE visiting the store(s)? Please select all that apply.
22%
73%
21%
Total
Did You Do Online Research?
Yes, onmobile device
Yes, oncomputer
No
Yes (Net) 78%
80%
79%
76%
59%
33%
16%
15%
14%
6%
Checked prices of theproduct(s) at online retailers
Read reviews of theproduct(s)
Looked up product features
Checked prices of theproduct(s) at physical stores
Checked in-storeavailability/stock
Asked friends for adviceonline (social networks,…
Checked warranties
Checked store hours
Looked up directions to thestore
Type of Research Before “Any and all price/product
research is done on my computer before I even
set foot outside the door!”
“I am a big comparison shopper and will
always check prices and reviews on higher
ticket items before going to a store.”
• Top Research is Checking Prices, Reading Reviews And Looking Up Product Features
Nearly One Third Of Consumers Used Their Mobile Device For Shopping Related Activities While In A Store
Q5. Did you use your mobile device for any shopping-related activities WHILE IN THE STORE(s)?
26%
6%
3%
3%
69%
Yes, Smartphone
Yes, Tablet
Yes, Feature phone(regular cellphone)
Yes, Internet-Enabled Device
(iPod Nano, iPod…
No, did not usedevice
Type of Device Used
31% 69%
Used Mobile Device For Shopping Related Activities
Yes
No
“Using a smartphone has made it much
easier to check out deals online while I'm shopping in a store.”
“I have not used my smartphone as yet in the shopping process
but do intend to in the future.”
“When shopping, I'll use my phone
to compare prices at stores.”
• Smartphones Were The Most Common Device Used
In-Store Mobile Usage:
Q6. How did you use your mobile device WHILE SHOPPING IN THE STORE(S) for consumer electronics? Please select all that apply. Q7. How does using your mobile device while at a store impact your shopping experience? Q8. Did you plan to use your mobile device as part of your shopping process?
60%
46%
35%
34%
30%
27%
19%
14%
14%
10%
Checked Price
Reviews
Scanned Bar Code
More Info
Coupons and Discount Codes
Checked Availability
Photo
Store Locator
Check-In
Advice
How Mobile Device is Used While In Store
“I mainly use my phone to look up prices and
reviews while I'm shopping. I've found the Amazon PriceCheck app
to be particularly helpful, because you can just
scan the barcode and it finds the product (and
other comparable products) for you.”
• Most Checked Prices While in the Store • About Half Read Reviews • About One Third Scanned Bar Codes and Sought More Info
Two-Thirds of Shoppers Who Use Their Mobile Device in the Store Say it Makes Them More Likely to Buy the Product
Q6. How did you use your mobile device WHILE SHOPPING IN THE STORE(S) for consumer electronics? Please select all that apply. Q7. How does using your mobile device while at a store impact your shopping experience? Q8. Did you plan to use your mobile device as part of your shopping process?
65%
5%
30%
Makes me more likely to buy theproduct
Makes me less likely to buy theproduct
Does not impact my purchasedecision
Impact on shopping experience
31% 69%
Used Mobile Device For Shopping Related Activities
Yes
In-Store Mobile Device Users Were More Likely to Do Online Research AFTER Their Store Visit
Q9. Did you do any online research AFTER visiting the store(s)?
18%
53%
62%
45%
42% 3%
Used Mobile Device IN STORE for ShoppingRelated Activities
Did NOT Use Mobile Device IN STORE forShopping Related Activities
Online Research AFTER Store Visit
Yes, on mobiledevice
Yes, oncomputer
No
Nearly 6 In 10 Shoppers Did Online Research After Visiting a Store
42%
50%
15%
Total
Online Research AFTER Store Visit
Yes, on mobiledevice
Yes, oncomputer
No
Yes (Net) 58%
73%
59%
53%
40%
21%
13%
12%
10%
4%
Checked prices of theproduct(s) at online retailers
Read reviews of theproduct(s)
Looked up product features
Checked prices of theproduct(s) at physical stores
Checked in-storeavailability/stock
Asked friends for adviceonline (social networks,…
Checked warranties
Checked other store hours
Looked up directions toother stores
Type of Research After
Q9. Did you do any online research AFTER visiting the store(s)? Q10. What type of online research did you do AFTER visiting the store(s)? Please select all that apply.
“My husband will go look at products at a store and then
shop on line to compare prices and
look for a better deal.”
• Checking Prices and Reading Reviews are the Most Common Post-Store Visit Activities
• Research Activities are Similar Whether Before, During or After Shopping
About 6 in 10 Consumer Electronics Shoppers Ultimately Made a Purchase
Q11. Where did you end up purchasing your consumer electronics product(s)?
41%
55%
54%
Total
Where Purchased?
In a PhysicalStore
Online
Did NotPurchase
Purchased (Net) 59%
• Shoppers Were Evenly Split Between Purchasing Online or In-Store
Those Who Used Their Mobile Device in the Store Were More Likely to Make a Purchase
Q11. Where did you end up purchasing your consumer electronics product(s)?
““While I was shopping in Walmart … I saw a better prices for it online. I
went home and brought it for a cheaper price online and had it
shipped free to Walmart!”
• In-Store Mobile Users Were More Likely to Buy Online • However, Nearly One-Third Did Make a Purchase In-Store
59% 71%
41% 29%
Consumer ElectronicsShoppers
Those Who Used aMobile Device In-
Store
Didn't PurchasePurchased Product
30% 42% 29%
In A Physical Store Online Did Not Purchase
Used Mobile Device IN STORE for Shopping Related Activities
4 in 10 Showroomed
Top Reasons for Shopping Online vs. In Store
Q11. Where did you end up purchasing your consumer electronics product(s)? Q14. Why did you purchase the following Consumer Electronics ONLINE vs. in a STORE? Q15. Why did you purchase the following Consumer Electronics in a STORE vs. ONLINE
74%
53%
39%
31%
24%
11%
7%
Price
Convenience
Selection/Availability
Research/Info
Saw anAd/Promotion/Sale…
Preference/Habit
Spontaneous
Why Purchase Online
51%
44%
44%
29%
25%
24%
17%
16%
10%
4%
Convenience
Try It/See It
Price
Selection/Availability
Saw an…
Service
Trust
Shop Experience
Preference/Habit
Spontaneous
Why Purchase In Store
55% 54%
Purchased Online Purchased In Store
• Price Is the Top Driver of Online Purchases • Convenience and the Ability to Try/See the Products are the
Top Reasons for In Store Purchases
Top Reasons For Shoppers Not Making A Purchase: Cost, Just Looking, Not Being Ready
Q12. Why didn’t you end up buying the product(s)?
Biggest Spenders Did In-store Research on a Mobile Device
$891
$1,539
$929
Total Used Mobile DeviceWhile Shopping
Did NOT Use MobileDevice While Shopping
Average Amount Spent
Over A Third Of Shoppers Recall Seeing Ads For Consumer Electronics They Were Shopping For
Q17. Do you recall seeing any ads for Consumer Electronics around the time that you were shopping for the product(s)? Q18. Where did you see these advertisements for Consumer Electronics? Q19. Did seeing the following digital ad(s) influence your decision to visit a store or online retailer?
50%
36%
14%
14%
8%
7%
64%
54%
35%
10%
Online Ad
Email from retailer
Groupon type site
Social Media
Online coupons
Mobile App
TV
Print Ads
Direct Mail
Billboard/other signage
Why Purchase In Store
Digital (Net) 71%
35% of people recalled seeing ads
28%
50%
38%
Digital Ad Influence
Yes, made me visit a physical storeYes, made me visit an online storeNo, did not influence either way
• Among These Shoppers Over 7 In 10 Report Seeing Digital Ads
In-Store Mobile Users Were Much More Likely to Make Unplanned Purchases While Shopping
Q13. While you were shopping for your product, did you end up buying any other Consumer Electronics products
56%
90%
22%
3%
32%
7%
Used Mobile DeviceWhile Shopping
Did NOT Use MobileDevice While
Shopping
Made Unplanned Purchases
Yes, while shopping in a store
Yes, while shopping online
No, I did not buy any extra Consumer Electronics products that I hadn’t planned to buy
• 1 in 3 Bought Something Spontaneously in the Store • 1 in 4 Bought Something Spontaneously Online
On Average, Mobile Device Owners And In-Store Mobile Device Users Spend More On Consumer Electronics
Q16. How much have you spent on Consumer Electronics over the past 6 months?
8% 4%
21%
1% 6%
10% 8%
20%
7% 12%
11% 10%
14%
5%
12%
21% 23%
15%
16%
22%
25% 27%
19%
28%
26%
24% 28%
12%
42%
21%
Total Mobile Non Mobile Used MobileDevice While
Shopping
Did NOT UseMobile Device
While Shopping
Amount Spent
$1000 or more
$500 to $999
$250 to $499
$100 to $249
$891 $1,010 $533 $1,539 $929 Mean
Spent =
More Consumers Engage In Pre-Shopping Research
80%
79%
76%
59%
33%
16%
15%
14%
6%
60%
46%
27%
10%
35%
34%
30%
14%
73%
59%
53%
40%
21%
13%
12%
10%
4%
Checked prices at online retailers
Read reviews
Looked up product features
Checked prices at physical stores
Checked in-store availability/stock
Asked for advice online (social networks, email)
Checked warranties
Checked store hours
Directions to the store
Scanned Bar Code
More Info
Coupons and Discount Codes
Check in
Type of Research Done
Before Store Visit During Store Visit After Store Visit
18%
53%
62%
45%
42%
3%
Used MobileDevice While
Shopping
Did NOT UseMobile DeviceIN STORE for
ShoppingRelated…
Online Research AFTER Store Visit
Yes, on mobiledeviceYes, on computer
No
• Most Lucrative Buyers Do In-store Research • Most Mobile In-store Shoppers Do Post-Store Research
26
Top Comments
• “I showroom every single electronic item that I buy. I want to be able to try it out before buying but I also want the lowest price when purchasing so I end up finding a lower price online every time. I have never found a price at a store that I couldn't beat online. Why would anyone pay a higher price to buy an item in a store?”
• “I think the bar for "showrooming" has really been set by Apple. Of course you can actually buy Apple products in the store but the prices are crazy and for lots of other reasons it is less about taking the sale on the spot and more about planting the seed (and offering amazing after sales support). The experience of playing around with a product, uninhibited with the fun atmosphere and friendly help of the Apple store is what sold me on the actual product. Showrooming is especially important for mobile devices, if something is going to be attached to my hip and used every day of my life I have to know how it looks, feels, carries (will it fit in my pocket?) and the user interface.”
• “I'm definitely a window shopper and technology has only increased this tendency. I enjoy just going and walking around stores on my lunch break or even some evenings or weekends because it's relaxing, but I'm never one to take a deal at face value - and using a smartphone has made it much easier to check out deals online while I'm shopping in store. It doesn't really matter what type of product it is - I do this for everything from toilet paper to electronics, although I'm much more likely to spend more time researching bigger ticket items. I mainly look up prices, but I also look at reviews while I'm shopping too. I've found the Amazon PriceCheck app to be particularly helpful, because you can just scan the barcode and it finds the product (and other comparable products) for you. I think I'm about 50-50 on whether it makes me more likely to buy items in store or not - there have been times in the past before my smartphone days that I've walked away from deals to research them later and regretted not getting them when I discovered it really was a good deal. Now, having the technology at my fingertips, if I find out it's a great deal on the spot, I'm more likely to buy it then. However, there are also many times when I look it up online while I'm shopping, find out I can get it cheaper elsewhere, and walk away - unless the convenience of having it immediately outweighs the better deal. All that being said, if I'm pressed for time, I'm much less likely to showroom and more likely just to trust my instincts on whether it's a good deal or not (and take the chance of having to possibly return it later). One thing about the in-store experience that would make me wait to buy a product online is the length of the checkout line. If I can get as good a deal or better online (or maybe even a little more) and don't need the product right away, and it's the only thing I'm buying in the store that day, I might avoid the long line and opt for the ease of having it delivered in a couple days. Plus, there's always the possibility of finding a coupon code online or getting points through a rewards site to get an even better deal”
• “I do my research online before making any major purchases. It narrows my list to just a few makes and models. I will then go to see these at a local store to make my final evaluation. Where I make the purchase depends on where I find the best balance of value and service. While I carry my smartphone with me, I rarely use it in a store. I did my research already and I know what the going prices are before I leave home. In a great many instances, these stores wind up being nothing more than an Amazon showroom. The stores are rarely price competitive and almost none of them service anything they sell on site. In-store service was the last unique feature stores had, but now even they mostly ship any items needing repair to some distant place. Customer service has gone, too. Often the in-store staff know less about the products than I do. Cornering an employee is often impossible ( there are too few of them) and the result unsatisfying anyway.”
Key Verbatims
Smartphones, flat screen TVs, tablets and laptops are the most popular consumer electronics shopped for in the last 6 months
Q1. Have you shopped for any of the following products in the last 6 months? You do not need to have purchased these products but simply have shopped for them. Please select up to 3 products that you most recently shopped for.
40%
33%
31%
31%
17%
15%
14%
12%
7%
7%
5%
4%
4%
8%
Smartphone
Flat screen TV
Tablet
Laptop or Computer
Headphones
Digital Camera
DVD/Blu-Ray player
Gaming console
MP3 player
Speakers
GPS device
Home entertainment system
iPod Dock
Other Consumer Electronics
Shopped For In Past Month
Q0. Which of the following do you own? .
81%
74%
67%
49%
33%
26%
Laptop
Desktop Computer
Smartphone (iPhone, Android,Blackberry, Windows Phone, etc.)
Tablet (iPad, etc.)
Feature phone (regularcellphone)
Internet-Enabled Device (iPodNano, iPod Touch or other)
Ownership
29
Questions? Kristina Sruoginis Research Director, IAB [email protected] Joe Laszlo Sr. Director Mobile Marketing Center of Excellence, IAB [email protected] Sherrill Mane SVP Research, Analytics, Measurement, IAB [email protected]
Showrooming: Empowering Consumer Electronics
Shoppers