Digital and the New Consumer: Emerging Paths to Purchase

WHAT STYLE OF DIGITAL SHOPPER ARE YOU? DIGITALLY DISSOCIATED WHO THEY ARE Shoppers who stick to traditional face-to-face purchasing, either because they don't have access to or choose not to use digital tools 12% OF THE GLOBAL SAMPLE HAVE MADE NO ONLINE PURCHASES IN THE PAST YEAR 11% 11% 7% 7% 25% 29% NORTH AMERICA LATIN A SIA PACIFIC EUROPE AFRICA MIDDLE EAST AMERICA PRIMARY REASONS PEOPLE SAFETY IS STILL A CONCERN WOULD RATHER SHO IN Nearly 8 in 10 global respondents worry at least occasionally about the safety of their financial information when shopping online--and 2 in 10 worry every time they e-shop. BRICK-AND-MORTAR STORES* 8/10 57% 27% 26% WORRY SOMETIMES 2/10 ABILITY TO GET ABLE TO ASK SALESPERSON TOUCH/ TRY ON THE PURCHASES FASTER FOR HELP WORRY EVERY TIME MERCHANDISE *Respondents picked their top 3 I WORRY ABOUT MY FINANCIAL SECURITY EVERY TIME I SHOP ONLINE 13% 44% 14% 20% 25% 15% NORTH AMERICA A SIA PACIFIC EUROPE AFRICA LATIN AMERICA MIDDLE EAST WHO THEY ARE People who regard the digital world as a separate sphere they access via a computer at home or at work; they are happy to shop online but not via a mobile device DIGITALLY DIVIDED 43% OF THE GLOBAL SAMPLE HAVE PURCHA SED FEWER THAN 10 ITEMS ONLINE IN THE PAST YEAR BUT... SHOPPING IS STILL INFLUENCED BY WHAT'S ONLINE 64% SAY FOR MAJOR PURCHASE DECISIONS (E.G., APPLIANCES, CARS), THEIR FIRST STOP IS USUALLY THE INTERNET 74% DO LOTS OE CONSUMER RESEARCH ONLINE 32% AN UPSIDE 48% A DOWNSIDE BUY CERTAIN ITEMS ONLINE TO AV OID THE 58 % 38% EMBARRASSMENT OF PURCHASING THEM FACE-TO-FA CE SAY A SINGLE NEGATIVE SAY SHOPPING ONLINE CAN BE SOMETIMES GO TOA STORE TO SEE/ TRY ON A PRODUCT COMMENT CAN DISSUADE OVERWHELMING, WITH TOO THEM FROM MAKING A MANY CHOICES AND TOO MUCH BEFORE BUYING IT ONLINE PURCHASE ONLINE INFORMATION WHO THEY ARE DIGITALLY EXPERIMENTAL E-shoppers who find digital intriguing and still a bit of an adventure; they are open to trying out what's available and exploring what's possible but have not yet fully integrated digital into their consumer lives 28% OF THE GLOBAL SAMPLE MADE BETWEEN 10 AND 25 ONLINE PURCHASES IN THE LAST YEAR WHAT ARE DIGITAL CONSUMERS BUYING? SAVINGS IS A BIG DRIVER 60% 43% 41% 56%|42% 45% 78% MALE FEMALE | MALE FEMALE MALE FEMALE SAY SHOPPING ONLINE SAVES THEM MONEY EVERY YEAR TECHNOLOGY PRODUCTS/PERSONAL ELECTRONICS CLOTHING/ SHOES/ ACCESSORIES BOOKS VS 22%6 CHOOSING "SHOPPING ONLINE CAUSES ME TO SPEND MORE BECAUSE IT MAKES IT 39% 40% 24% 51% 36% 30% FASTER AND EASIER TO BUY MALE FEMALE MALE FEMALE MALE FEMALE ONLINE SHOPPING POINTS OF ACCESS TRAVEL (E.G., BOOKED A HOTEL ROOM, AIRLINE, OR TRA IN TICKET, CRUISE) BEAUTY COSMETICS MOVIES/ MUSIC/ VIDEO GAMES 80% 25% 24% 14% 30% 27% 23% 26% 23% 23% MALE FEMALE MALE FEMALE MALE FEMALE CE MOBILE / COMPUTER SMARTPHONE COMPUTER HOME WORK TABLET CONCERT/ SPORTING/ SMALL APPLIANCES FOOD/ GROCERIES (E.G.. TOASTER OVEN, COFFEEMAKER) EVENT TICKETS 21% 23% 21% 14% 15% 19% FEMALE PRIMARY REASONS PEOPLE PREFER o MALE MALE FEMALE MALE FEMALE Yr TO SHOP ONLINE RATHER THAN IN BRICK-AND-MORTAR TOYS SPORTS HOME EQUIPMENT FURNISHINGS STORES 14% 10% 10% 14% MALE FEMALE MALE FEMALE 43% 36% 35% 33% MAJORAPPLIANCES (E.G., WASHING MACHINE, REFRIGERATOR) PET SUPPLIES CONVENIENCE BETTER PRICES/ DEALS EASY 24/7 ACCESSIBILITY PRICE COMPARISON *Respon de nt s picked their top 3 SHOPPING IS SOCIAL 67% 59% 47% AGE 18-34 AGE 35-54 52% 61% 51% TRUST PEER REVIEWS ONL INE MORE THAN OF PROSUMERS SAY A NONBRANDED BLOG OR SOCIAL MEDIA SITE HAS MADE LIKE TO SHARE BRAND AND PRODUCT EXPERIENCES WITH FRIENDS VIA SOCIAL MEDIA EXPERT REVIEWS THEM CHANGE THEIR MINDS ABOUT A PURCHASE THEY HAD INTENDED TOo MAKE 60% 50% 30% AGE 18-34 AGE 35-54 AGE WHO THEY ARE DIGITALLY INTEGRATED° Those who blend online and offline without making a conscious distinction between them; digital anytime/anywhere is simply part of where and how they live 27% 11% PROSUMERS PROSUMERS 15% 5% MAINSTREAM MAINSTREAM HAVE HAVE MADE 50+ E-PURCHASES IN PURCHASED 25+ITEMS THE PAST YEAR ONLINE IN THE PAST YEAR 25% THAT'S SET HAVE USED A SMARTPHONE OR OTHER MOBILE DEVICE TO SHOP TO GROW 34% say they would be comfortable shopping via a mobile device 32% The more brands create well-designed retail apps, the more people will integrate mobile into their shopping behaviors AGE 18-34 22% AGE 35-54 0O00J00000 More than 4 in 10 have used a AGE 55 smartphone to check for a better price or customer reviews while in a physical store 38% PROSUMERS ARE FRUSTRATED 22% WHEN A 46% BRICK-AND- MORTAR MAINSTREAM RETAILER DOES NOT HAVE AN ONLINE PRESENCE SVAVIT WORLDWIDE SOURCE: PROSUMER REPORT. BASED ON A SURVEY OF 10,219 ADULTS IN 31 COUNTRIES. ALL DATA SHOWN IS GLOBAL. READ MORE AT HAVASWORLDWIDE.COM/PROSUMER-REPORT. FOLLOW US ON TWITTER OPROSUMER REPORT.