violeta bahaciu, senior research consultant, gfk romania: the internet as source of information
DESCRIPTION
This presentation was made at World Information Architecture Day in Bucharest, Romania, on February 11th 2012TRANSCRIPT
The Internet as source of
information
February 2012
GfK Romania Violeta Bahaciu
2
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
The need Searching/ Informing Buying
Sources
Internet
Friends / Acquaintances
Shop/ Sales staff
Own experience
Content
Product’s features
Comparisons with products
in the same category
Prices
The Internet is a trendy Conquistador among all sources of information – a conclusion of the newest GfK multi-client survey
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
3
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
The Internet has become the main information source for markets which: - engage the order only through a banking card - don’t have a show room/ shop with a wide range of products - a specialist is not a must
Sources of information used before purchase
8
19
29
5
8
16
34
37
49
23
30
36
58
43
22
72
62
48
Financial products (N=234)
Electronics & appliances (N=294)
Touristic products (N=175)
DIY (N=291)
Auto repair & maintenance (N=261)
Telecom & Internet services (N=298)
Only Internet
Internet & Offline sources
Offline sources, no Internet
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
4
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
I knew for sure from where/ what I would like to buy
I had in mind some variants from where I would like to
buy
I had no idea from where/ what I would like to buy
64
26
10
Telecom & Internet services
Touristic products
The consumer’s experience (information & facts) with the product establishes the level of planning the purchase
You can find out from GfK multi-client survey what is the planning level for the financial services/ products or for auto repair and maintenance sector.
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
39
37
25
5
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
The Cross-Consumption of information sources is specific to each market. Internet & WOM is the most common combination.
35
32
30
19
16
7
Friends/acquaintances
Television
Specialized sales personnel
Leaflets/brochures/flyers
My own experience
Newspapers/magazines
56
10
46
14
18
9
Auto repair & maintenance
Telecom & Internet services
Internet cross with…
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
6
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
53
43
31
28
58
23
8
9
Producers/suppliers websites
Search engines
Products evaluations websites
Price comparison websites
Online stores sites
Promotions websites
Social networks
Bloggers
Touristic products
Don’t miss to drive your business on all Internet tools and take care of those sources that produce the best content
Women mentioned them three times more than men.
42
50
15
21
18
31
15
7
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
Electronics & appliances
7
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
The content searched on Internet means mainly rational drivers - learning about the 4th elements of marketing mix - product, places, prices, promotions.
Financial products
DIY
72
59
53
41
39
33
Detailed features of the product
Comparisons with products in the same category from other suppliers
Product price
Opinions about the product
Places from where I can purchase it
Product reviews made by the specialists
73
43
70
40
52
34
There is room for emotional drivers. Women are more sensitive to WOM than men. Women need to find the right information into the most visible places.
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
8
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
6 2 14 7 2
19 7
4 1 8
8
91 71
26
89 84 63
4 20
56
3 6 10
Financial products
Electronics &
Appliances
Touristic products
DIY Auto repair &
Maintenance
Telecom & Internet services
From the Internet
From a shop
From a private person
Others
Place of buying category products
Regardless the shopping place or the way in which the purchase is done, the Internet delivers good and useful content
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
9
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
68
38
61
32
62
39 No
Yes
Financial products
Auto repair & Maintenance
Telecom & Internet
services
The need to inform post-buying is higher for financial and telecom categories.
More men than women
In post-buying, the Internet has an increased role as source of information - people search for opinions and evaluations about product.
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
Post-buying information is done mainly - for confirming the choice
- for finding out more details about the product
10
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
At least 70% of the product’s buyers use to share their purchasing experience.
Talking face to face (mainly) or by phone
By Internet – the experience sharing by Internet depends on the consumer’s experience with Internet for informing or buying products
By Messenger – is the common way
By e-mail – specific to financial sector
Social Networks – specific to tourism and auto
Opinions/ Comments in the evaluation section – specific to financial sector or electronic devices
11
GfK Romania The Internet as source of information Violeta Bahaciu February 2012
Internet means information in a short time and freedom of choice WOM means credible information and influence in purchasing Sales personnel is a good source of details about the product for beginners
SHOP Better understanding the features product
Credible information
More perspective about the products
Easier decision – provides confirmations
TV Creates the image of the product
Persuasion for buying a product
Awakens the consumer’s interest for the product
FRIENDS
Credible information
Persuasion for buying a product
INTERNET
Searching for cheaper products
An easy access to information
Nice way to search information
social networks
online stores
product evaluation websites
Source: The Internet and the buying decision – GfK multi-client survey, January 2012, urban Internet users 18 -54 y.o.
Thank you for your attention!
February 2012
GfK Romania Violeta Bahaciu
GfK Romania BOC Building, 3 George Constantinescu St. 6th floor, District 2, 020339 Bucharest, Romania Phone: + 40 21-205.55.00 Fax:+4021-205.55.05 http://www.gfk-ro.com