audienceproject device study 2016€¦ · swedes and norwegians are shopping online, what they buy,...
TRANSCRIPT
Despite the fact that the Nordics tend to end theironline shopping on desktop, we see that the use ofdesktop for actual purchases is descending, while theuse of mobile devices is rising.
Since last year, the use of desktop has slightlydecreased while the use of tablet has slightlyincreased. Also, the use of mobile has increased, but ina more drastic way. More specifically, the use ofmobile has increased by 25% from 2015 to 2016.Especially the younger age groups use their mobilesfor online shopping. Among the groups from 15-25and 36-45, 33% use their mobiles for onlinepurchases, while this is the case for 44% in the agegroup between 25-36.
This sends a clear message to the e-commerceplatforms that have not yet adapted their platformsfor mobile devices to take this seriously. Desktop isstill the preferred device when doing onlinepurchases, but mobile has now developed into amature platform.
On the following pages you will get additional insightsinto the online shopping habits across the Nordics,including the shopping journey from research topurchase. You will also learn which devices are used inthat process.
You will be presented with extended e-commercefindings related to Sweden and Norway. Among otherfindings, you will gain insights into how often theSwedes and Norwegians are shopping online, whatthey buy, and how they pay.
Enjoy!
Online shopping in the Nordics has reached a high andsteady level with 89% shopping online. Among theseshoppers, 48% claim that they do most of theirshopping online, while 40% say that they prefer to dotheir purchasing in offline stores. Despite the rise of e-commerce, this figure shows that the majority of thepopulation still prefers to go offline to do theirshopping as 11% don’t do online shopping at all.
It is a complaint often heard from retailers thatconsumers visit their stores to examine their goodsand then buy them online. However, more often it isactually the other way around. In the Nordics, 27% ofthose doing their research online end up doing theirpurchase in an offline store. Just 18% of those doingtheir research in an offline store end up doing theirpurchase online. This shows that the picture is notthat straightforward.
Looking at the usage of devices when shopping online,we see that the Nordics are increasingly switchingbetween devices and use multiple combinations ofdevices in their procession from research to purchase.
On average, half of the online shoppers switchbetween devices when doing online purchases and wesee that a lot of device combinations are brought intoplay. The combination of mobile and desktop is themost common, with 68% of the shoppers using thiscombination.
This shows that consumers tend to begin their onlineshopping on mobile and end it on desktop. E-commerce platforms should be aware of this and focuson cross-device buying funnels, all the way fromproduct awareness to the actual purchase.
AudienceProject Device Study 2016
E-commerce across the Nordics
Nine out of ten in the Nordicsare shopping online. Themajority of these consumersprefer to make their purchases inonline shops as compared tooffline stores. However, the wideuse of online shops is not alwaysbad for the offline stores, as agreat number of those doingtheir research online end upmaking their purchases offline.
AudienceProject Device Study 2016
Mobile shopping on the rise
Research online – purchase offline
Multiple devices in use
Get further insights
Online shopping
Online shopping in the Nordics
Online shopping in the Nordicshas reached a high and steadylevel with only little changes inthe amount of people doingonline purchases. In 2015, 88% ofthe Nordic population wereshopping online while thisnumber has increased to 89% in2016.
89% in the Nordics are shopping online
The amount of people shoppingonline has slightly increased inmost of the Nordic countriesfrom 2015 to 2016.
With 92% of the Danes shoppingonline, Denmark is the countrydoing online purchases the most.The Swedes and Norwegians areclose followers with respectively89% and 90% shopping online.The Finns are laggards with 85%shopping online.
Denmark
Sweden
Norway
Finland
2015 2016
92%
91%
89%
87%
90%
89%
85%
85%
15-25 26-35 36-45 46-55 56+
86
Online shopping across age groupsOnline shopping across genders
92 92
9694 93
87
91
8082
2016
2015
Males in theNordics areshopping online
Females in theNordics areshopping online
87%
91%
Online shopping process
Online shopping from research to purchase
The people in the Nordicsshopping online prefer examiningtheir goods online before doingtheir purchases. Among theNordic population, 54% mostlydo their research online, whilejust 7% tend to visit offline storesto examine their goods. Finally,33% say that they do theirresearch both online and inoffline stores and the rest claimthat they don't know.
The differences across theNordics is limited. However,while around six out of ten amongthe Norwegians and Finns tend toexamine their goods online this isthe case with just above half ofthe Danes and Swedes.
54%
33%
7%
+
most often researchgoods online
most oftenresearch goods
online and offline
most often researchgoods offline
Note: Only people shopping online are in included
Note: Only people shopping online are in included
48%
40%
most oftenpurchase goods
online
most oftenpurchase goods
offline
As well as the people shoppingonline in the Nordics primarilyexamine their goods onlinebefore doing a purchase they alsotend to do their actual purchasesonline. Among the Nordics, 48%mostly do their shopping online,while 40% prefer buying theirgoods in offline stores. The restclaim that they don't know.
We see no notable differencesacross the Nordics
Where purchaseis made when
research is bothonline and offline
Where purchaseis made when
research is offline
Where purchaseis made when
research is online
Online
Online
Online
Offline
Offline
Offline 77%
18%
56%
29%
27%
66% Looking at where the Nordics aredoing there purchases whentaking account of where theresearch is made, we see thatonline shops are more beneficialto offline stores than the otherway around.
When research is made online,27% end up doing the purchase inan offline store, while just 18% dotheir purchase in an online shopafter having made their researchin an offline store. Also, offlinestores are preferred whenresearch is made both online andoffline.
Devices used for online shopping
Desktop is by far the mostpreferred device among theNordics when shopping online.More than nine out of ten usetheir desktop for onlinepurchases, while 30% use theirtablet and a quarter use theirmobile.
However, when looking at thedevelopment in the devices usedfor online shopping since 2014we see that the Nordics to alesser extent use their desktop,while they are increasingly usingtheir tablet and mobile.
The use of tablet increasedsubstantially from 2014 to 2015,while the use of mobile took aleap from 2015 to 2016. Since2015 the use of tablet onlyincreased by 3%, while the use ofmobile increased by 25%.
Devices used in the Nordics
DK SE NO FI
Desktop Tablet Mobile
15-25 26-35 36-45 46-55 56+
Desktop Tablet Mobile
93
8987
93
33 32 32
2421
34
25
21
87
94
8790
93
22
35
42
35
24
33
44
33
21
9
Desktop is widely usedfor online shoppingacross all age groups.Tablet is primarily usedby the middle-aged andmobile is mostly used bythe younger age groups.
Desktop is widely usedfor online shoppingacross all countries. TheFinns are behind in theuse of tablet and theSwedes are especiallyfond of using mobile.
91%
92%
97%
30%
29%
25%
25%
20%
19%
2016
2015
2014
Devices used from research to purchase
Use of multiple devices when shopping online
Combination of devices used when shopping online
Even though the use of tablet andmobile has increased whenshopping online the use ofmultiple devices in combinationwhen doing online purchases hasnot reduced. Half of the Nordicpopulation are switchingbetween devices when shoppingonline. This is an increase since2014 and 2015, where 47% wereusing multiple devices incombination when doing onlinepurchases. Especially the 15-35years old tend to switch betweendevices in the buying processfrom research to purchase. In thisage group two out of three takemultiple devices in use.50% in the Nordics are switching between
devices when shopping online
The Nordics use a wide variety ofdevice combinations in thebuying process from research topurchase when shopping online.However, regardless of whichdevice is being used for research,the most common is to use thedesktop for the final purchase.
The far most used combination isthe mobile-desktop combinationshowing that most onlineshopping begins with research onmobile and ends with purchaseon desktop. Among the Nordics,68% use this combination.
With 28% using the tablet-desktop combination it appearsthat the use of tablet for researchfollowed by purchase on desktopis also widely used.
Even though desktop is primarilyused for the final purchase, alarge amount also sticks to mobiledevices alone in the process fromresearch to purchase. Among theNordics, 20% use their mobile toexamine goods online beforedoing the purchase on theirtablet.
5%
20%
68%
5%
4%
28%
13%
8%
17%
Extended e-commerce findings
Sweden & Norway | 2011-2016
How often do you shop online?
*
What did you buy?
*
How did you pay?
*
How was the product delivered?
*
What would make you moresatisfied with the delivery?
*
Where is the online shop located?
*
How did you find the online shop?
Online shopping frequency
Number of times shopping online per month
1
15+
11-15
9-10
7-8
5-6
3-4
2
15%
The number of times the Swedesand Norwegians are shoppingonline per month show that theyare relatively frequent shoppers.Among the Swedes, more thanthree out of four make onlinepurchases on a monthly basis,while this is the case with morethan 70% among the Norwegians.
In Sweden and Norwayrespectively 20% and 25% saythat they are shopping online, butthat they have not shoppedonline within the last month.
The majority of those shoppingonline on a monthly basis makesix or less purchases per month.Around one third of the Swedesand Norwegians are shoppingonline one or two times permonth, while another third makesbetween three and six purchasesper month.
It is only a minority of the Swedesand Norwegians that make morethan seven purchases per month.However, 8% of the Swedes aredoing seven or more onlinepurchases per month, while this isthe case with 9% of theNorwegians. Among these, 2%are heavy online shoppers withmore than 15 purchases permonth.
Sweden Norway
24%
15%
20%
17%
23%
10%
9%
3%
3%
2%
3%
1%
2%
25%
Swedes havepreviously shopped
online but not duringthe last month
Norwegians havepreviously shopped
online but not duringthe last month
1%
2%
20%
Types of goods purchased online
What Swedes purchased last time online
When looking at what theSwedes are purchasing whenshopping online, we see thatclothes and shoes stands out as aclear favourite. Almost one in fiveof all purchases made online is inthis category.
However, the types of goodspurchased online by the Swedesare very diverse and othercategories are popular as well.
Especially personal care andmedicine is worth noting as thiscategory has increaseddrastically in the last five years.Since 2011, the share of onlinepurchases made in this categoryhas grown from 4,4% to 11,3%.
Other categories which have seena large increase in the last fiveyears are sports equipment andgroceries. The share of onlinepurchases within the category ofsports equipment has grown from2,6% in 2011 to 5,6% in 2016,while the share of grocerypurchases has grown from 1,3%to 3,9% since 2011. This showsthat the online super markets inSweden really have made theirentry on the market.
In contrast, books and magazinesin physical form has decreaseddramatically in the last five years.Although this category stillrepresents a relatively largeshare of the purchases madeonline it has dropped from 12,8%in 2011 to 6,8% in 2016.
Also film and music in physicalform has decreased. Since 2011the share of purchases in thiscategory has dropped from 5,5%to 4,3%.
The decrease in these categoriesis not at the expense of anincrease in downloadedbooks/magazines and film/musicas the share of online purchasesrelated to downloaded books andmagazines has also decreased,while downloaded film and musichas been stable.
Film and music (physichal)
Clothes and shoes Personal care and medicine
Hardware and electronics Books etc. (physical)
Housing Travels
Sports equipment Entertainment
Film and music (download) Flight tickets
Train tickets
Groceries Books etc. (download)
Software (download) Phone cards
Jewelry Software (physical)
19,6% 11,3%
8,3%
6,0%
5,6%
4,7%
4,6%
3,9%
2,2%
1,4%
6,8%
6,0%
4,8%
4,6%
4,3%
3,1%
1,9%
1,1%
Types of goods purchased online
What Norwegians purchased last time online
As it is the case with the Swedes,clothes and shoes is the type ofgoods most Norwegians prefer topurchase online. One in six arepurchasing goods within thiscategory when shopping online. Itis a great increase since 2011,where clothes and shoes justrepresented 10% of the onlinepurchases.
Other categories which haveincreased in the share of onlinepurchases are personal care andmedicine as well as groceries -like we see in Sweden.
Since 2011, the share ofpurchases within the category ofpersonal care and medicine hasincreased from 5,2% to 8,6%making it the third mostpreferred category for onlinepurchases.
The online shopping of grocerieshas slowly grown from 0,8% in2011 to 2,2% in 2016. Thisindicates that the online supermarkets in Norway has madetheir entry on the market, butthat the Norwegians haven'tembraced this new way of buyinggroceries to the same extent asthe Swedes.
In contrast, books and magazinesin physical form as well as filmand music in physical form haveseen a decrease in the share ofonline purchases.
The share of online purchaseswithin the category of books andmagazines in physical form hasdecreased from 8,6% in 2011 to4,9% in 2016. In these five yearsthe share of downloaded booksand magazines has remained at astable level.
The online shopping of film andmusic has dropped dramaticallyfrom 9% in 2011 to 2,4% in 2016.It is partly at the expense of anincrease in downloaded film andmusic. This category hasincreased from 6,7% in 2011 to8,2% in 2016.
Books etc. (download)
Clothes and shoes Flight tickets
Personal care and medicine Film and music (download)
Travels Hardware and electronics
Sports equipment Entertainment
Books etc. (physical) Train tickets
Housing
Software (download) Film and music (physichal)
Groceries Software (physical)
Jewelry Phone cards
16,7% 10,0%
8,6%
7,8%
6,7%
4,9%
4,3%
2,7%
2,2%
0,8%
8,2%
7,6%
6,3%
4,6%
3,4%
2,4%
1,9%
0,7%
Method of payment
How Swedes payed last time shopping online
How Norwegians payed last time shopping online
Credit card PayPalDirectpayment
without useof internet
(COD)
Transferfrom bank /
giro account
Onlineorder with
paymentin physical
shop
Almost half of the Swedes preferpaying with their credit cardwhen shopping online making itthe far most popular method ofpayment.
However, direct payment withoutuse of internet is also widelyused. Almost a quarter of theSwedes prefer paying with cashon delivery (COD).
Payment with transfer from bankor giro account is also used by arelatively large share of theSwedes, but has decreased from19% in 2011 to 16% in 2016. Incontrast, the use of PayPal hasincreased from 4% to 8% since2011.
The 'other' category is primarilyrelated to invoice payments andpayments via Klarna and Swish.
Other
48%
22%
16%
8%5%
1%
Credit card PayPal Directpayment
without useof internet
(COD)
Transferfrom bank /
giro account
Onlineorder with
paymentin physical
shop
Other
66%
15%
9% 7%2% 1%
The vast majority of theNorwegians prefer paying withcredit card when shopping online.Two out of three use this methodof payment when doing theironline purchases. However, otherways of paying are also widelyused. Today, almost one in six usePayPal when shopping online,which is a great increase since2011, where just 10% used thismethod of payment.
Also direct payment without useof internet and transfer frombank or giro account is still usedby a relatively large share of theNorwegians. This is despite afairly big drop in these methodsof payment. COD has decreasedfrom 12 % in 2011 to 9% in 2016,while transfer from bank or giroaccount has decreased from 11%to 7% since 2011.
?
?
Product delivery
How product was delivered last time shopping online
Five years ago the most commonwas to get products delivered tothe home address by the mailafter purchasing them online.
However, since 2011 this type ofdelivery has slowly decreasedfrom 34% to 27% in Sweden andfrom 36% to 24% in Norway.
At the same time, the amount ofpeople picking up their productsby themselves at the post officehas slowly increased from 26% to33% in Sweden and from 26% to32% in Norway.
With this development it is nowmore common among the Swedesand Norwegians to pick up goodspurchased online than gettingthem delivered. Also when takingother pick up places and deliverycompanies into account.
Delivereddirectlyonline
Deliveredto address
by themail
Deliveredto address
by othercompany
Picked upat postoffice
Picked upat post
machine
Picked upat otherdelivery
place
Picked upat online
shop'sphysicaladress
How product delivery could be more satisfying
Free delivery
Faster delivery
Product delivered by well-known company
Delivery to home address
Free choice of delivery type
34
23
27
24
6
3
3332
01
9
32
1
Sweden
Norway
Sweden
Product left outside door when not home
50%
23%
12%
10%
3%
2%
Norway
46%
18%
14%
13%
7%
2%
Free delivery
Faster delivery
Product delivered by well-known company
Delivery to home address
Free choice of delivery type
Product left outside door when not home
Like the Swedes, the Norwegiansprefer to shop online via theirown national websites. Almosttwo out of three are shoppingonline via Norwegian websites.
However, the Norwegians useforeign websites more often thanthe Swedes. Almost one in ten areshopping online via Americanwebsites, while Swedish andBritish websites are used byrespectively 5% and 4%. Also, afair amount of the Norwegiansare shopping online via Chinesewebsites as China represents halfof the 'other' category.
Finally, 9% claim that they don'tknow where the online shops arelocated showing that theNorwegians also find it hard todetermine the geographicallocations of the online shops.
Online shop location
Where online shop is located - Swedish shoppers
When looking at the geographicallocation of the online shops thatthe Swedes are doing theirpurchases in, we see that theirown national websites are highlypreferred. Almost eight out of tenare shopping online via Swedishwebsites.
However, a relatively large shareof the Swedes also claim that theydon't know where the onlineshops are located indicating thatthe websites' geographicallocations are not always clear.
The ones shopping online viaforeign websites primarily preferAmerican, British and Germanwebsites. But also Chinesewebsites are frequently used bythe Swedes. Websites located inChina represents more than halfof the 'other' category.
Where online shop is located - Norwegian shoppers
SE
77%
? US UK DE DK NOOther
6%4% 4% 3% 3%
1% 1%
NO
63%
? US SE UK DK DEOther
9% 9%6% 5% 4%
2% 2%
Discovery of online shop
How the online shop was found by the Swedes
When looking at how the Swedesfind the online shops, we see thatthe use of search engines is mostcommon. Almost one in third findtheir way to the online shops viaGoogle or other search engines.
Also, recommendations are agreat reason for using a specificonline shop showing that apositive reputation is importantfor e-commerce platforms.
In contrast, we see thatadvertisements rarely causes theSwedes to visit the online shops.Since 2011, print advertising hasdecreased from 8% to 5%.
It is also worth noting that 23%claim that they don't know howthey find the online shops,indicating that consumers areinfluenced by many impressions.
How the online shop was found by the Norwegians
Search engine
Price comparison service
Newsletter
Recommendation
Display advertising
Print advertising
TV / radio advertising3%
2%
32%
23%
17%
9%
7%
5%
Print advertising
Price comparison service
Display advertising
TV / radio advertising
Search engine
Recommendation
Newsletter
As it is the case with the Swedes,the Norwegians primarily findtheir way to the online shops viasearch engines.
Also recommendations oftencause that the Norwegians visitonline shops - like we see inSweden.
Furthermore, newsletters play arelatively large role in getting theNorwegians to visit the onlineshops.
However, a quarter of theNorwegians don't know how theyfind their way to the online shops.This is a great increase since2011, where just 14% didn't knewindicating that it becomes moreand more difficult for theNorwegians to determine exactlyhow they find the online shops.
30%
25%
18%
10%
7%
5%
?
4%
Don't know
?
5%
Don't know
The e-commerce study is a part of a largerdevice study by AudienceProject withdata collected through online surveysdone during 2016. The respondents havebeen selected from our Nordic panel of750.000 panelists and been weighted toachieve representativity on the more than22.000 respondents who completed thesurvey.
Our e-commerce study has the aim ofexamining the online shopping habitsamong the Nordics.
The extended e-commerce findingsrelated to Sweden and Norway are basedon data collected through online surveysfrom 2011 to 2016. The respondents havebeen weighted to achieve representativityon the more than 50.000 respondentswho completed the survey.
The findings has the aim of expanding theinsights into the online shopping habitsamong the Swedes and Norwegians.
In some figures the respondents whoanswered 'don't know' have beenremoved from the calculated distributionto create a more clear picture betweenthe other answers.
About the study
Rune [email protected]+45 60 17 76 66
Co-editor & Graphics
Martin [email protected]+45 25 61 32 19
About AudienceProject
AudienceProject has its roots in marketresearch, technology and large scale data.It helps brands, agencies, publishers ande-commerce companies identify, targetand validate audiences. The productsrange from audience planning, validationand targeting on socio-demographics aswell as other variables.
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