google digital consumer study - pakistan

5/22/2018 Google Digital Consumer Study - Pakistan

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Pakistan Digital Consumer StudyA look at the life of the connected Pakistani consumer

November 2013


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Agenda

Research methodology

The digital consumer...

Spends more time online...

Does research before buying...

Is willing to buy online...

Gets in!uenced by ads

Reaching the digital consumer


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Research methodology


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Research Methodology


Males & FemalesAged 18 and above

WHO?

Users of internet(at least once a week)

Q4 2013

Fieldwork conducted inOctober-November 2013

WHEN?

WHERE? Islamabad

Lahore

Karachi Faisalabad

Peshawar

Rawalpindi

Multan

HOW? Online surveys

1650 consumers surveyed

Length: 30-35 minutes


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Survey Demographics


Gender

Age

71%Male

29%Female

28%18-25Years

33%26-32Years

33%33-44Years

6%45+

YearsBase: N (All respondents) =1650

Location

Islamabad (6%)

Peshawar (1%)

Rawalpindi (6%)

Faisalabad (4%)

Lahore (25%)

Multan (5%)

Karachi (42%)

Rest of Pakistan (11%)


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Survey Demographics


Base: N (All respondents) = 1650

Education

Intermediate /diploma

31% Occupation

HouseholdIncome

University

58%

Matric or below

11%

44%Single

25%Married

without kids

Employed Full Time

Self Employed

Student

Employed Part Time

Unemployed / retired

Housewife

35%

25%

19%

11%

5%

More than 100,00 PKR

80,001 - 100,000 PKR

50,001 - 80,000 PKR

30,001 - 50,000 PKR

20,000 - 30,000 PKR

Up to 20,000 PKR

Av./month

PKR44,250

10%

8%

14%

26%

19%

23%

31%Marriedwith kids

5%


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The digital consumer..


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High household ownership of personal computers (PCs)among online users. Mobile devices are gainingmomentum among the online users.


Base: N (All respondents) = 1650

93%own a pcat home

45%own a

smartphoneor tablet

12%have mobileas primary

device

Household Ownership

Primary Device

A1. How many do you or/and someone else own in your household? Which device is primarily used in the household?

76%

44%

68%

39%

41%

8%

30%

4%


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PCs are the primary device for accessing the internet butmobile devices are gaining momentum


Base: Those who use devices to access internet (N)Smartphones=775; Tablets=588; Feature mobile phones=833

S5. How frequently do you use internet with one or some of these devices?

90%use PC to accessthe internet dailyBase: Those who use devices to access internet(N)PCs = 1534;

66%usetablets

73%use featurephone

77%usesmartphones


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Social networking, email and search are the 3 mostfrequent online activities


Base: Those who use a PC or Smartphone to access internet N=1616

B6. Which of the following activities do you normally do online on daily or weekly basis for personal use?

SocialNetworking

(FB, Google+ etc.)

Email GeneralSearch

Streamed TVshows/movies

GeneralNews

Streamedmusic

Onlineeducation

Onlinebanking

56%

52%47%

35% 35%

29%26%

23%

52%47%

35% 35%

29% 26%23%


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Spends more time online..


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Consumers spend more time on the internet than on anyother type of media. It is also where they like to spendmost of their personal time.


*Low base

C1. On a typical day, which of the following activities do you normally do? And among these activities, which one do you like to spend most of your time on?B4/C2. On an average, how much time in total, would you say you spend daily........?

69%

59%

42%

25%

25%

6%

24%

7%

9%

2%

On atypical day..

Like to spendmost time doing

Base: All Respondents (1650)

WeekdaysWeekends

Base: All who like to spendmost of their time doing

Average time spent on...

2"hrs

3 hrs

1#hrs

2$hrs

1$hrs

2 hrs 2 hrs

2 hrs

2 hrs

969 411 98 111 31*

!"# %'(%#)(#%

*+%,&-.

/#+0(#1"2+2#)

/#+03+4+5'(#"

6'"%#( %7)+0'7

1#hrs


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Does research before buying..


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ZMOTis the critical indicator that re!ects pre-shopping and information search, before making anypurchase decision


8+9'(4 %:),&+"#

;7(


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Online research is an essential part of the digitalconsumers decision to make purchase


Base: N (All respondents) =1650D1. Choose the relevant sources of information you use for following activities.

Self /family/friends

TV

Internet

Print

Radio

48%

45%

48%

11%

4%

24%

36%

64%

13%

26%

30%

67%

14%

3%

44%

29%

57%

15%

4%4%

Stimulation Gather moreinformation

Compare andevaluate

Buyingdecision


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Digital consumers %nd online information resources more useful thano&ine. ZMOT indicates that the majority of digital consumers doproduct / services research before they decide to buy


D3a. When did you reach the decision on which product/service to buy?D2. Which of following products / services have you bought in last 2 months? Did you buy these online or o!ine?D3b. For reaching the decision on product/services, which information sources did you "nd more useful?

Base: All who purchased inP2M (online or o!ine)

447 186 325 537 195 309 390 175 363

Computers/tablets

Mobilephones

Tele-communication

services

Travel Baby careproducts

Luxurygoods

Beauty andpersonal care

products

Saving/investment

products

Cars

The duration ofZMOTvaries

from few hours

to few weeks

before purchase

ZMOT

Onlineresources are

more useful66% 73% 68% 67% 60% 56% 52% 66% 61%

84% 76% 76% 73% 72% 72% 71% 70% 68%


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Is willing to buy online..


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D2. Which of following products / services have you bought in last 2 months? Did you buy these online or o!ine?D10. How frequently you shop on the Internet?D11. How much do you think is your average annual value of online shopping?D13. Why have you not purchased any of the products online?

* weighted average

Base: All Respondents (1650)

Products recentlybought online

38%shop online at least

once a year

18%shop once

a month

The average onlineshopper spends PKR

22,900 per year*

Products theyconsider buyingin the future

Insurance

Mobile phones/plans

Travel Movies/event tickets

Luxurygoods

Travel Apparel

Computers/tablets

Mobile

phones/plans Beauty

Portableelectronics


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Gets in!uenced by ads.


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There is a high top of mind recall for online ads. 2 in3 digital consumers did further research after seeingan online ad


recall seeing onlineads for products they

researched

52%researchedfurther online

32%bought the

product

Base: Those who recall online ads (854)

E1. Thinking of the products/services you researched online, do you recall seeing online advertisements for those product/services?E2: After seeing the online advertisements, what action did you take?

Action taken after seeingan online ad

16%researched

further o&ine

52%

Base: All respondents (1650)


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Online ads stimulate further online research. Relevantand visually engaging ads are particularly impactful


E3: After seeing the online advertisements, what action did you take?E4. What typically makes you click on such ads?

50%Used asearchengine

52%Clickedon theonline ad

48%Visited thebrandswebsite

38%Visitedproductreview sites

Those who researched further online

Base: Those who clicked on ads (231)

Triggers forad clicks

Relevant to what

Im searching for

Relevant to myinterests and hobbies

It looks entertaining!

O'ers good deals ordiscounts

Base: Those who researched further online (442)


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Reaching thedigital consumer


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Reaching the digital consumer


Our nation is a connected society.Internet users own and use more

than one deviceto access theinternet daily. Adoption ofsmartphones and tablets will furtherboost online activity

The internet is a catalyst for changingconsumer behavior. It is extensively

used by the digital consumer forresearching products and servicesbefore buying. Online sources areseen as much more useful thano&ine

Online users "nd the internetengaging they spend more time onthe internet than any other media.2 in 5 have shopped online and are

willing to buy more in the future.Communication and entertainmentare key online activities

Relevant and engaging adsstimulate and in!uence consumerbuying behavior. 1 in 2 not onlyrecall online ads but also act upon

them. Half of them continue theironline research


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google digital consumer study - pakistan

Documents

online surveys

internet butmobile devices

use featurephone77

use pc

internet nsmartphones

users of internetat

accessthe internet dailybase

feature mobile phones