gemius la ecomteam 2014

We support knowledge driven business decissions.com

We support knowledge driven business decissions.com

Internet Users and the e-commerce environment

2

Business challenge

E-commerce marketing = performance.

Tech =

PEOPLE =

Focus is on technical solutions rather than understanding who are the PEOPLE behind the cookie.

Why does it matter? We should know with whom are we speaking.

3 3

Solution

To answer those needs, Gemius developed its unique service to measure audience of online sites and understand their socio-demographical profile.

=

Site monitoring with tracking

scripts

Information on all the websites visited by Romanian

users*

Internet audience

measurement panel

Panelists’ profile

+

Hard analytics data

*as long as a minimum of 50 panelists visit a given site within 1 month

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Study that goes beyond technical metrics (cookie visitors, browsers, etc)

Internet users are more than cookies, are potential CUSTOMERS with specific profile and behavior

About gemiusAudience

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Overall User profile

4.530.919 e-commerce Users

50,88 % reach out of total population

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Overall User profile

32 % rural

68 % urban

Rural

13,5 % - income between 700 – 1500 lei 4,5 % - are frequent buyers (more than once a month) Urban

29,5 % - income between 1000 – 2000 lei 12,5 % - income over 2000 lei 19,5 % - are frequent buyers (more than once a month)

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Overall User profile – .com e-commerce

16% of internet users access .com e-commerce shops

40% of them make an online buy at least once a month

Duplication

Average duplication between .ro and .com sites is 13% but there are sites with up to 30% or 40%.

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Overall User profile – Frequent buyers

25% 26% 27% 28% 29% 30% 31% 32% 33% 34% 35%

Audience composition for frequent buyers – more than 1 buy per month users

9 9

34%

31%

22%

13%

Responsibility for shopping

Equal measure

Almost all

All

Less than other members

Overall User profile – Responsibility & Internet usage

0%

5%

10%

15%

20%

25%

30%

35%

Daily or almost daily

A few times a week

A few times a month

Once a month or

more rarely

Never

Frequency of online shopping (> 5 years of internet usage)

10 10

Black Friday 2013

Even split in main age groups – Everyone is interested!

female 49%

male 51%

25%

24% 23%

28%

Age Groups

18-24

25-34

35-44

Other

33% - income between 1000 -2000 lei, a 10% increase vs regular period

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Black Friday 2013

Black Friday 1 – 22. Nov

19% reach within Internet Top 4 1. eMag 2. Altex 3. evoMag 4. Flanco

13% reach within Internet Top 4 1. eMag 2. Clickshop 3. Domo 4. evoMag

Black Friday 2 – 29 Nov

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Loyal users of shops

0%

5%

10%

15%

20%

25%

30%

Top 10 shops by captive users

13 13

Categories: Fashion, Electro / IT, Home & Deco, Travel

0%

5%

10%

15%

20%

25%

30%

35%

40%

fashion home/deco it&c travel

Income more than 1500 RON

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

fashion home/deco itc travel

Captive users/categories

14 14

Categories: Fashion, Electro / IT, Home & Deco, Travel

0%

10%

20%

30%

40%

50%

60%

70%

80%

fashion home/deco Electro IT travel

Males & females per category

feminin

masculin

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Typical user of (top characteristics)

Fashion - Women - Over 5 years on internet - Daily usage of internet - Daily usage of Social Media - No kids under 14 years - Info most accessed: Recipes - Paying by card: Never

Electro / IT - Men - Over 5 years on internet - Daily usage of internet - No kids under 14 years - Info most accessed: Personal Development - Age: 30-55

Home & Deco - Over 5 years on internet - Daily usage of internet - Employed - Info most accessed: Health - Age: 30-55 - Married

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Gemius Sequence

sport.pl – 19%

sport.onet.pl – 17%

sport.wp.pl – 11%

sportowefakty.pl – 8%

fcbarca.com – 7%

What sport websites were visited the most often in sessions passing through Eurosport.pl? - Top 5 sport websites appearing in sessions

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Ranking of Eurosport in a given session

1 2 3 % of

sessions

… 10,3%

… 13,3%

… 6,0%

4 - 5 11,4%

6 - 10 16,8%

> 10 42,3%

1 2 3 % of

sessions

… 9,7%

… 14,9%

… 7,6%

4 - 5 14,1%

6 - 10 19,9%

> 10 33,9%

Sessions involving Eurosport.pl, N = 1 996 Average position of the first visit: 20th position Average length of session: 54

Sessions involving SportoweFakty, N = 3 349 Average position of the first visit: 14th position Average length of session: 42

• In 10,3% of sessions passing through Eurosport.pl, the Eurosport.pl website was visited first. Analogically, this percentage share of sessions is very close to SportoweFakty.pl.

• The percentage of sessions in which the analysed website occurred later than at the 10th position is 8,4 percentage points less in case of the SportoweFakty.pl website. However, it is worth noting that the sessions passing through Eurosport.pl were longer.

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Conclusions

It is always important to check where you stand in comparison with the average or with a certain competitor

Digging into data could provide valuable insights that can be translated into actionable marketing processes

Selling is the main activity of any commerce, but understanding and tracking of audiences can lead to increase in sales and to better and smarter brand positioning.

The importance of data! Information is available to be analyzed and it can prove very important for advertisers to make the most out of the socio-demographical data they could possess.

Poland, Slovakia, Czech Republic,

Hungary, Slovenia, Turkey, Isreal,

Denmark, Ukraine, Belarus,

Republic of Moldova

JIC Standard:

Lithuania, Latvia, Bulgaria,

Bosnia, Croatia, Serbia

De facto currency:

Estonia, Russia, Romania,

Kazakhstan, Portugal, Macedonia,

MENA (UAE, KSA, Egypt, Syria,

Lebanon, Jordan, Oman, Qatar,

Iraq, Kuwait, Morocco )

Start-up:

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Solution provider: Gemius, currency in online audience measurement

Measure your sites with Us!

Andrei Teșcan Digital Marketing Consultant

Gemius Romania

e-mail: andrei.tescan@gemius.com

0745.160.708

www.gemius.com