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WHAT MATTERS MOST TO ONLINE SHOPPERS?
CONSUMER RESEARCH RESULTS
We understand that the value of local knowledge cannot be underestimated, so in November 2015, we surveyed 5,014 consumers in Australia, Germany, Italy, Japan and Russia to find out a bit more about their shopping habits.
The results reveal the frequency with which consumers from these territories buy from national and international websites, and highlight several key factors which can influence their purchasing decisions such as shipping options, delivery method and returns.
This report contrasts the different priorities of consumers across these five territories when shopping for clothing online, and shows their preferred delivery and returns options when purchasing from both national and international websites.
MOST LIKELY TO SHOP AT LOCAL MARKETPLACES*:
SHOPPING ONLINE FROM LOCAL MARKETPLACES
Consumers aged 55+ tend to be the least frequent shoppers
56% 49% 37% 31% 21%ITALY AUSTRALIA GERMANY RUSSIA JAPAN
*in a typical month
Consumers aged 55+ are most likely to shop
once every six months in Japan (42%), Germany (26%), Australia (26%)
and Italy (21%)
In Russia, consumers aged 16-24 are most likely to say that they shop once every six months (28%)
55+
SHOPPING WITH INTERNATIONAL BRANDS
CONSUMERS WHO SHOP FOR CLOTHES WITH INTERNATIONAL BRANDS MOST FREQUENTLY*:
41% 23% 21% 18% 4%ITALY AUSTRALIA GERMANY RUSSIA JAPAN
*in the previous four weeks
NEVER SHOPPED WITH AN INTERNATIONAL BRAND:
67% 10% 9% 9% 1%JAPAN AUSTRALIA RUSSIA GERMANY ITALY
MEN SHOP WITH INTERNATIONAL BRANDS MORE FREQUENTLY THAN WOMEN*:
SHOPPING WITH INTERNATIONAL BRANDS
*in the previous four weeks
RUSSIA ITALY AUSTRALIA JAPAN
MOST FREQUENT SHOPPERS BY AGE*:*in the previous four weeks
AUSTRALIA 33% JAPAN 7%
ITALY 49% GERMANY 28%
This group is most likely to say they have never shopped online with an international brand
JAPAN 78% AUSTRALIA 19%
GERMANY 14% RUSSIA 13%
16-24 25-34 55+
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MENWOMEN
FOREIGN BRANDS IN DEMAND
CONSUMERS MOST LIKELY TO SEEK OUT FOREIGN BRANDS*:
15% 15% 14% 9% 7%AUSTRALIA JAPAN RUSSIA GERMANY ITALY
*in the previous four weeks
JAPAN 32%AUSTRALIA 25%GERMANY 14%
ITALY 49%RUSSIA 19%
AGE 16-24 AGE 25-34 AGE 45-54
LOCATIONS THAT ACTIVELY SEEK FOREIGN BRANDS:
57% of Italian consumers FAVOUR UK RETAILERS
closely followed by USA retailers (56%)
Across all territories, MEN ARE MORE
LIKELY THAN WOMEN to favour USA retailers
USA RETAILERS ARE MOST POPULAR with consumers in Germany
(65%), Russia (65%), Japan (63%), and Australia (61%)
LOCAL TAX AND DUTY PAYMENTS
PERCENTAGE OF CONSUMERS UNLIKELY TO BE AWARE OF LOCAL TAX AND DUTY PAYMENTS:
88% 87% 73% 68% 52%GERMANY ITALY AUSTRALIA JAPAN RUSSIA
INTERNATIONAL CONSUMERS MORE LIKELY TO BE UNAWARE OF LOCAL TAX AND DUTY PAYMENTS:
31% 58%25-34 YEAR OLD AUSTRALIANS
16-24 YEAR OLD RUSSIANS
INTERNATIONAL CONSUMERS UNAWARE THAT THEY MAY BE LIABLE FOR LOCAL TAX AND DUTY PAYMENTS:
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MENWOMEN
TOP TIP:BE TRANSPARENT ABOUT TAX AND DUTY PAYMENTS!
Shipping options matter most to consumers aged 16-24
who live in Germany (76%), Australia (75%) and Italy (70%)
In Russia and Japan, shipping options matter most to consumers aged 25-34
(87% and 51%, respectively)
TOP CONSUMER PRIORITIES
SHIPPING OPTIONS RETURNS POLICY GUARANTEES ABILITY TO USE ONLINE PAYMENT PROCESSOR
RUSSIA (80%) GERMANY (72%)
AUSTRALIA (69%) ITALY (73%)
JAPAN (44%)
RUSSIA (59%) ITALY (51%)
AUSTRALIA (40%) GERMANY (38%)
ITALY (63%) AUSTRALIA (60%) GERMANY (50%)
RUSSIA (47%) JAPAN (27%)
Men are more concerned with guarantees than women in Russia (63% compared to 56%), Italy (53% compared to 50%), Australia (45% compared to 37%), and
Germany (39% compared to 38%)
In Japan, women are more concerned with guarantees than men (39% compared to 35%)
In all territories apart from Italy, men are more likely than women to say that they don’t look for any assurances
High priority for consumers aged
16-24 in Russia (70%), Australia (69%) and
Germany (57%), and consumers aged
55+ in Italy (65%)
Matters most to consumers aged 55+ in Australia (51%), Italy (49%), and
Germany (44%), and aged 16-24 in Japan
(43%) and Russia (61%)
Matter most to consumers in Italy (18%), followed
by those in Russia (17%), Australia (9%),
Germany (8%) and Japan (6%)
Matter to women more than men
in Germany, Italy, Australia, Japan,
and Russia
TOP DELIVERY PRIORITIES
THE TIME IT TAKES TO RECEIVE
A PARCEL
THE ABILITY TO TRACK A
PARCEL
VARIED PICK UP OPTIONS
GOOD RETURNS OPTIONS
£
#1 COST OF DELIVERY
ACROSS ALL TERRITORIES, THE COST OF DELIVERY
MATTERS MOST TO CONSUMERS
Australia (87%), Japan (87%), Russia (84%),
Germany (82%), Italy (79%)
Women are more concerned with cost of delivery than men
Germany (83%) Italy (82%)
Australia (79%) Japan (72%) Russia (45%)
Women are more likely to favour home delivery in Italy, Germany,
Australia, and Japan, whilst in Russia men are more likely to
Russia (17%) Germany (6%)
Italy (3%) Australia (2%)
Japan (2%)
TOP DELIVERY PREFERENCES
HOME DELIVERY LOCKER COLLECTION
…EASY RETURNS
RUSSIA 60%
Italy 57%
Australia 54%
Germany 53%
Japan 46%
…FREE RETURNS
GERMANY 46%
Italy 40%
Australia 32%
Japan 26%
Russia 22%
…IN-STORE RETURNS
AUSTRALIA 14%
Japan 11%
Russia 9%
Germany 8%
Italy 7%
…CONSUMERS WHOSE PURCHASING DECISIONS
AREN’T INFLUENCED BY THE RETAILER’S RETURNS POLICY
JAPAN 29%
Australia 23%
Russia 20%
Italy 15%
Germany 15%
RETURNS MATTER
CONSUMERS WHO ARE MOST LIKELY TO PURCHASE FROM AN ONLINE RETAILER WHO OFFERS…
In Japan and Germany, men are more likely than women to say that they would purchase regardless of the returns policy,
whilst in Russia it’s the women who are more likely to
Germany 74%, Australia 61%,
Russia 44%
Italy 56%, Japan 49%
Particularly favoured among consumers aged 55+ in Italy 67%, Japan 53%, Australia 17% and
Germany 13%
Russia 17%, Australia 16%,
Italy 11%, Germany 7%,
Japan 3%
Russia 4%, Italy 4%,
Germany 4%, Australia 3%,
Japan 1%
PREFERRED RETURNS METHODS
VIA A POST OFFICE/LOCAL DEPOT
COURIER COLLECTION FROM HOME VIA A RETAIL STORE DROPPING ITEMS
OFF AT A LOCKER
wnDirect Windsor House Millbrook Way, Riverside Park Colnbrook, Slough SL3 0HN
01753 561 262
CONTACT:
WNDIRECT.COM/EN
