Gfk Report

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Internet Shopping Usage Habits Study Summary Report
March 2012

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

1 Study Background

What is study background?

Objective
• The main objective of the research is to understand internet shopping behaviors and to understand what kind of purchase that consumers realize with mobile/internet commerce activities

Scope
• Consumer profile • Internet usage habits • Overall shopping habits • Online shopper habits • Non-shoppers approach against online shopping

Methodology
• This study is based on a 30 minutes questionnaire, F2F interviewing technique

Sample Structure:
1. wave: 507 interviews February 13 to March 03, 2011

2. wave: 508 interviews
February 09 to February 27, 2012

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

Who is target sample?

Age: 18 - 45 years old

Internet users (at least 2 hours a day)

%41 online shoppers %59 non shoppers

Gender: Female %33, Male %67
No quota!

Socio Economic Class: A, B, C1, C2

Inhabitants of city: Adana, Ankara, Bursa, Istanbul, Gaziantep, Antalya and İzmir.

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

2 Main Findings

Customer Profile Summary Findings
• Customer profile is in a change. • Homogenity of the target sample has increased. • An increase is seen on the ratio of female users. • While middle SES (C1) has decreased, high (AB) and low (C2) SES segments has increased.

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

Demographic Snapshot
Demographics - 2011 Demographics - 2012

67%
Male

29
years old

39%
married

54%
Male

30
years old

42%
married

41%
have kids

81%
employed

49%
have kids

75%
employed

1,370 TL
Personal income
29,5 AB 38,8 C1 31,7 C2 23,3 AB 54,6 C1 22,1 C2 3,6 Primary school 10,7 Secondary school 52,3 High school 33,6 University

1,684 TL
personal income
8,5 Primary school 12,4 Secondary school 48,4 High school 30,7 University

© GfK 2012 | Internet Shopping Usage Habits| March 2012

Internet Usage Habits Summary Findings
• It is found out that internet is hours a day on average.

used almost 5

• A dramatical increase in using laptop and mobile phone for connecting internet. • Frequency of connecting internet via mobile phone is increased (2010: everyday:%56; 2012 everyday:%71) • Internet is used for media at most.

surfing on web and social

• Facebook is mostly used social media websites (99%) .

• Mobile phones are used for social media monitoring at most. • The ratio of shopping via mobile phone of those doing online shopping is 12%.

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

Social network website membership
Shopper / Non - shopper breakdown
2012 TOTAL Shoppers over the internet (C) Non-shoppers over the internet (D)

Base

508

206
98,5

302
99

facebook.com youtube.com twitter.com hi5.com Netlog.com Yonja.com myspace.com friendfeed.com siberalem.com linkedin.com foursquare.com flickr.com blogger.com msn.com eylencem.org wordpress.com hotmail.com mynet.com TOTAL

99 54 30

98,8

53,8
29,8 7,9 7,5 5,2 3,8 2,4 2,4 2,2 2 2 2 1,6 1,2 1,2 1 0,6 229

62,1D
33 12,3D 12,3D 8,9D 5,9D 5,4D 3,9 5,4D 4,4D 3,4 4,4D 2 2,5D 2 0,5 0,5 272,4

48,1
27,6 4,8 4,1 2,7 2,4 0,3 1,4 0 0,3 1 0,3 1,4 0,3 0,7 1,4 0,7 199

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8 5 4 2 2 2 2 2 2 2

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1 1 1

Base: 508 (All respondents) T3a. Could you please tell, for which social network websites you see on the card you have membership? © GfK 2012 | Internet Shopping Usage Habits| March 2012

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Overall Shopping Habits Summary Findings
Credit card usage ratio is 2 times a week.

On average 800 TL is spent a month via credit card.

Monthly average online shopping amount is below 300-TL (%70).

Internet is used as the first information source for shopping.

Purpose of using internet as an information source is doing price comparison, checking cheaper...
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