Netherlands

2Agenda

• Methodology

• Summary

• Research & Purchase Behaviour, Online and Offline

• Search Engine Usage

• eCommerce Attitudes &Behaviours

2

Methodology

4Methodology

• Target group: Internet user in Netherlands, 14 years and older

• Sample: N=2,026 Internet users

• Methodology: Online Questionnaire

• Fieldwork: March 29th – April 18th,

• Research company: TNS Infratest

• End product: www.consumerbarometer.eu

Summary

6Summary

• Online consumers in Netherlands purchase a wide variety of products online

• Travel products are most likely to be researched online, and are more likely

to be purchased online than offline

• Technology items see high levels of online research and purchase, as do

finance products

• M&E&L products are purchased online to a great extent, consumers still tend

to purchase products from the remaining categories offline

• Search engines are the most commonly used type of website for online

research and mainly used by respondents who search for travel, tech or

auto-related information

• Over half of online consumers in the Netherlands have redeemed a product

voucher or code when purchasing products online

• Consumers appreciate the convenience of online shopping

Research & Purchase Behaviour, Online and Offline

8Total Purchase

• In the past 12 months, the vast majority of consumers have bought retail and

CPG &healthcare products

Share of Purchasers within last 12 months

Base: Onliner

31%

42%

55%

68%

78%

83%

90%

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

Finance (net)

Auto (net)

Travel (net)

M&E&L (net)

Tech (net)

CPG&Healthcare (net)

Retail (net)

Source: Q1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n =2,026

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?

For each vertical, the graph

shows the percentage of

respondents who purchased

at least one product within

the respective vertical.

Multiple product purchases

within a vertical are still only

counted once - hence "net".

The maximum net

percentage therefore is

100%.

9Method of Purchase

• Purchasers of travel purchase significantly more products online than offline.

Further, tech, M&E&L, retail and finance products are often purchased online

Method of Purchase

Base: Online and Offline Shopper

94%91%

82% 81%

65% 64%

38%

14%

56%

23%

60%

48%

57%

76%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CPG&Healthcare Retail Auto Tech Finance M&E&L Travel

Bought offline Bought online

Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each product

category

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?

10

1

2

3

4

5

6

78

9

10

11

12

13

14

15

16

17

1819

20

21

22

23

24

25

2627

28

29 30

31

32

33

3435

36

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

Segmentation of Product Categories

Purchase onlinePurchase offline

Research offline

Research online

100% Research Online

100% Research Offline

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

100% Purchase Offline 100%

Purchase Online

Search Engine Usage

12

1

2

Websites Used for Online Research

• Search engines are the most commonly used type of website for online

research. In contrast, (micro)blogs and financial websites are hardly used

Websites Used for Online Research

Base: Onliner

2%

4%

5%

8%

9%

9%

21%

27%

30%

35%

38%

41%

59%

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

Microblogs

Blogs

Financial

Bulletin Boards

Video Portals

Social Networking

Mapping

Retailer

Online auction

Consumer Reviews

Price Comparison

Manufacturer

Search Engines

Source: Q5 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026

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.

13

1

3

Search Engine Usage

• Search engines are mainly used by respondents who search for travel, tech

or auto-related information

Search Engine Usage

Base: Online Researcher

39%

49%

55%

57%

65%

66%

68%

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

CPG&Healthcare

M&E&L

Finance

Retail

Auto

Tech

Travel

Source: Q3.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each

product category

Question: And for which of these products or services, did you use a search engine to help do your research?

Mean: 57%

eCommerce Attitudes and Behaviours Links

15eCommerce Attitudes: Security

19%

16%

Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026

Top 2 on a 5 point scale = strongly agree, agree

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?

44%

I’m comfortable

buying products

from foreign

websites. I’m comfortable buying

products from

unfamiliar websites.

I always read the Terms &

Conditions before buying

an item online.

16eCommerce Attitudes: Loyalty & Convenience (1/2)

1

6

The internet is the first

place I usually go to

when researching

products to buy.

61%

64%

30%

I only buy from

websites where I am

already a customer

25%

Online shopping is

convenient and

saves me time.

Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026

Top 2 on a 5 point scale = strongly agree, agree

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?

I have changed my mind

about which brand to buy

following research on the

web.

17

I find arranging

suitable delivery times

difficult.

I find returning items

to be unsatisfactory/

difficult.

I find delivery of goods

purchased online is

too expensive.

21%

39%

40%

Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026

Top 2 on a 5 point scale = strongly agree, agree

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?

I may do research

online, but will only

purchase a product in a

store.

20%

eCommerce Attitudes: Loyalty & Convenience (2/2)

18eCommerce Attitudes: Online Promotions

1

8

I have ever redeemed a

promotional voucher or

discount code when

buying products online.

I have ever bought a

product as a result of

reading a recommendation

from the retailer.

I have ever bought

something as a direct

result of an email I have

received from a retailer.53%

22%

19%

Source: Q7.2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base: n = 2,026

Top 2 on a 5 point scale = strongly agree, agree

Question: Thinking about online shopping to what extent do you agree or disagree with the following statements?

Appendix

20ROPO by Product Category (Reading Example)

Research

Online

Research Online AND

Purchase Research

Offline

Research Offline AND

Purchase

Online Offline Online Offline

Overall 75% 59% 53% 97% 59% 91%

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

61%

45%1

36%

43%

38%

38%

45%

32%

33%

38%

41%

23%2

23%

19%

19%

16%

27%

12%

16%

24%

38%

22%3

13%

25%

19%

22%

18%

20%

17%

13%

79%

55%

64%

57%

62%

62%

55%

68%

67%

62%

32%

17%

16%

16%

17%

14%

20%

16%

19%

23%

66%

38%

48%

40%

44%

48%

35%

52%

49%

39%

Travel

Leisure Flights

Business Travel

Hotels (for leisure/holidays)

Package Holidays

60%

51%

25%

59%

40%

51%

43%

19%

52%

34%

12%

8%

7%

6%

6%

59%4

49%

75%

41%

60%

36%5

27%

34%

25%

26%

30%6

22%

41%

17%

35%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each

product category

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

21ROPO Behaviour by Product Category (1/3)

Research

Online

Research Online AND

Purchase Research

Offline

Research Offline AND

Purchase

Online Offline Online Offline

Overall 75% 59% 53% 97% 59% 91%

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

61%

45%

36%

43%

38%

38%

45%

32%

33%

38%

41%

23%

23%

19%

19%

16%

27%

12%

16%

24%

38%

22%

13%

25%

19%

22%

18%

20%

17%

13%

79%

55%

64%

57%

62%

62%

55%

68%

67%

62%

32%

17%

16%

16%

17%

14%

20%

16%

19%

23%

66%

38%

48%

40%

44%

48%

35%

52%

49%

39%

Travel

Leisure Flights

Business Travel

Hotels (for leisure/holidays)

Package Holidays

60%

51%

25%

59%

40%

51%

43%

19%

52%

34%

12%

8%

7%

6%

6%

59%

49%

75%

41%

60%

36%

27%

34%

25%

26%

30%

22%

41%

17%

35%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each

product category

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

22ROPO Behaviour by Product Category (2/3)

Research

Online

Research Online AND

Purchase Research

Offline

Research Offline AND

Purchase

Online Offline Online Offline

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

49%

30%

19%

17%

9%

18%

29%

7%

34%

18%

12%

24%

14%

30%

23%

11%

7%

5%

7%

20%

3%

13%

6%

2%

7%

4%

32%

8%

8%

10%

5%

11%

8%

4%

21%

13%

10%

18%

11%

97%

70%

81%

83%

91%

82%

71%

93%

66%

82%

88%

76%

86%

38%

26%

13%

9%

6%

13%

28%

7%

18%

11%

4%

7%

6%

88%

44%

68%

74%

85%

69%

44%

85%

48%

71%

84%

69%

80%

CPG & Healthcare

Health products

Groceries

Cosmetics/beauty products

14%

12%

4%

9%

5%

4%

1%

4%

9%

8%

3%

4%

96%

88%

96%

91%

10%

8%

1%

9%

92%

80%

95%

82%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each

product category

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

23ROPO Behaviour by Product Category (3/3)

Research

Online

Research Online AND

Purchase Research

Offline

Research Offline AND

Purchase

Online Offline Online Offline

Automotive

Cars

Car parts or Accessories

29%

37%

19%

9%

8%

7%

21%

29%

11%

78%

63%

81%

14%

17%

10%

66%

47%

71%

Finance

Car insurance

Home insurance

Personal Loans

42%

36%

29%

27%

29%

26%

17%

17%

15%

10%

12%

10%

71%

64%

71%

73%

23%

18%

21%

26%

55%

46%

51%

46%

Media & Entertainment & Local

Event tickets

Cinema tickets

Real estate (e.g. rent a flat)

33%

34%

20%

26%

24%

27%

10%

18%

12%

7%

10%

9%

81%

66%

80%

74%

37%

37%

24%

20%

56%

30%

56%

54%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork March 29-April 18, 2010 / base varies for each

product category

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