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GfK Consumer Tracking. Research Online, Purchase Offline (ROPO) – Mobile & DSL ... To exclude non-telco sub-domain
GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

Media Efficiency Panel Project Research Online, Purchase Offline (ROPO)

March 2010

The role of the internet in the decision process for mobile & DSL GfK Panel Services

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

Agenda 1. Methodology and Objective

2. Results 3. Key Findings

March 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Project Overview & Key Objective 3

The role of the internet in the decision process for mobile & DSL contracts Single Source Data Clickstream

Questionnaire

• Internet usage behaviour in private households in Germany

• Primary research among panelists of MEP

• Source: Media Efficiency Panel (MEP)

• Source: Media Efficiency Panel (MEP)

→ How does the research process looks like for consumers who sign a mobile or DSL contract online or offline?

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Research Elements 4

Clickstream –

Source: Media Efficiency Panel (MEP) by GfK, representative for online population



N= 16,022 panelists (with ongoing online measurement from July – Oct 2009)



Measurement of online behavior: – Panelists installed browser plug-in on all home PCs to capture individual traffic: Log-in screen when browser is launched. – Plug-in captures visits, page impressions, keywords & ad impressions/ clicks (display & search)

Questionnaire –

Survey (DSL & mobile & contracts) among panelists in cw 48/49 2009 (N= 23,887)



thereof 275 DSL-buyers and 801 mobile buyers with purchase from July – Oct 2009 and ongoing online measurement up to 12 weeks before purchase

4

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Definition Online Research 5



Analysis of online research process is based on observational data



Definition Online Research: A consumer visited at least one relevant websites and/ or entered at least one relevant keyword at home

Research online

Search –

Basis: 3,625 search terms, defined by iProspect, Vodafone, Google and GfK



Exact, phrase & broad match to keywords that panelists entered



Manual review by Google team to delete wrong keywords (e.g. eplus: “netzabdeckung eplus” ok., “nikeplus” or “sofortrenteplus” excluded)

5

Website –

Basis: 554 websites, defined by project team



Whitelist included telecommunication only sites (e.g. eplus.de) as well as more general websites (e.g. amazon.de)



To exclude non-telco sub-domains site title of general websites were scanned with keyword list (e.g. exclude amazon.de/bücher) 19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

Agenda 1. Methodology and Objective

2. Results 3. Key Findings

March 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Internet is main source of information in both product categories, mobile and broadband. Approx. 1 offline source is used. Base: mobile buyer, DSL buyer

7

Sources for Information Mobile Buyer

DSL Buyer 59%

internet*

28%

shop of the net operator

Requested information from operator

5%

called a net operator

5%

Ad in newspaper/ magazine

5%

Mailing from a net operator Radio/ TV

11%

article in newspaper/ magazine

8%

others in the same household

26%

friends/ relatives

9%

article in newspaper/ magazine

19%

shop of internet provider

18%

friends/ relatives

49%

internet*

others in the same household

Ø 1.5 sources

Requested information from provider

12%

called a internet provider

12%

Ad in newspaper/ magazine

4%

5%

7% 10%

Mailing from a net operator Radio/ TV

3%

5%

company/ employer

2%

company / employer

2%

sales staff of a net operator

1%

sales staff of a net operator

2%

0%

7

10%

20%

30%

Base: Mobile buyer, DSL buyer * “internet” is based on observational data, other sources based on survey data

40%

50%

60%

0%

Ø 1.6 sources

10%

19 October 2010

20%

30%

40%

50%

60%

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Approx. one third of internet users report that the contract was signed online. Base: mobile buyer, DSL buyer with internet access

8

Sales Channel

Mobile Contract online

DSL Contract online

31%

36%

69%

64%

offline

8

Base: Mobile buyer, DSL buyer with internet access at home

offline

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

31% of all contracts were made online. For another 37% consumers researched online first before signing the contract offline. Base: mobile buyer, DSL buyer with internet access

Research Online, Purchase Offline (ROPO) Research…

Purchase...

Mobile Buyer

9

Online

Offline

Online

22%

9%

31% online conversions: Todays basis for online marketing

Offline

37%

32%

59% of contracts: pure online conversions plus ROPO contracts are more appropriate basis to reflect the full value of online marketing

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

Please note. Consumers with at least one relevant website visit and/ or search query are assigned to “research online”

19 October 2010

9

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

37% of mobile & 29% DSL buyers research online before buying offline; the internet is more impactful than the online sales suggest. Base: mobile buyer, DSL buyer with internet access

10

Research Online, Purchase Offline (ROPO) Research…

10

Online

Offline

Online

22%

9%

Offline

37%

32%

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

DSL Buyer

Purchase...

Purchase...

Mobile Buyer

Research…

Online

Offline

Online

20%

16%

Offline

29%

35%

Please note. Consumers with at least one relevant website visit and/ or search query are assigned to “research online”

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Among post paid contracts the share of ROPO consumers is even higher. The ROPO segment is also the most valuable one (+16%). Base: mobile buyer, DSL buyer with internet access

11

Research Online, Purchase Offline (ROPO) Research…

11

Online

Offline

Online

26%

8%

Offline

41%

25%

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

Mobile Buyer Post paid - ARPU

Purchase...

Purchase...

Mobile Buyer Post paid - %

Research…

Online

Offline

Online

Index: 90

Index: 79

Offline

Index: 116

Index: 91

Please note. Consumers with at least one relevant website visit and/ or search query are assigned to “research online”

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

The average online research process takes approx. 6 weeks (same for mobile & DSL). Base: mobile buyer, DSL buyer with internet access

12

Online Research Process: Duration DSL Buyer

Mobile Buyer

Ø 44 days

41%

Ø 40 days

35%

19%

19%

1-2 weeks

3-4 weeks

12

22%

5-8 weeks 9-12 weeks

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

24% 18%

1-2 weeks

3-4 weeks

19 October 2010

22%

5-8 weeks 9-12 weeks

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Pure online decision process is slightly longer than process of consumers who research online and purchase offline. Base: mobile buyer, DSL buyer with internet access

13

Online Research Process: Duration DSL - Ø in days

Mobile - Ø in days 44

All buyers

13

48 42

ROPO

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

43

40

pure online

All buyers

38

ROPO

19 October 2010

pure online

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Approx. ½ of mobile and DSL consumers use a search engine in the decision process. Base: mobile buyer, DSL buyer with internet access

14

Online Research Process: Websites & Searches DSL Buyer

Mobile Buyer 59%

57% 49%

48%

31% 23%

Research online

14

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

Website visit

Search engine usage

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Mobile buyers visited 4.2 websites, DSL buyers 3.2. Data for mobile confirms that decision is made based on price or hardware. Base: mobile buyer, DSL buyer with internet access

Ø number of unique domains visited

0

Mobile Buyer

Total visit a relevant website up to 12 weeks before purchase

1,3 2,6

Tarif

10%

18%

1,0

5+ 28% 4% 10%

16%

40%

23%

51%

1,3

3-4 25%

32%

1,0

Price Comparison

2

30%

Generic Hardware

1

29%

4,2

Brand

57,2%

number of unique domains visited

19%

10%

27%

50%

28%

52%

26%

16% 4% 7%

9% 10%

3%

DSL Buyer

0

Total

3,2

Brand

48,0%

15

visit a relevant website upto 12 weeks before purchase

1,5

Generic Hardware

1

37% 39%

26% 27%

2,1

3-4

21% 22%

21% 10%

36% 41%

10% 10%

0,9

2

47% 45% 45%

20% 18%

5+ 20% 18%

12% 6%

15% 15%

19% 9% 7% 9%

37% 37%

6% 11%

Price comparison

0,6

60% 60%

28% 28%

8% 2% 8%

Tarif

0,6

60% 60%

28% 28%

3%

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

19 October 2010

15

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Differences across segments are rather small concerning usage of (unique) websites. Base: mobile buyer, DSL buyer with internet access

16

Online Research Process: Websites DSL - Ø Websites

Mobile - Ø Websites

16

4,2

3,6

All buyers

ROPO

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

5,2

pure online

3,2

2,5

All buyers

ROPO

19 October 2010

4,2

pure online

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

On average mobile buyers made 15.5 search queries while DSL buyers enter 7.8 search queries. Base: mobile buyer, DSL buyer with internet access

0

Mobile Buyer

Total Brand

31,0%

search for relevant keywords up to 12 weeks before purchase

15,5

1 13%

18%

8,0

Hardware 0,5

Tarif

0,4

3-4

16%

5+

53% 13% 7% 9% 13%

15% 11%

28%

18%

28%

11% 7%7%

46%

6,8

Price comparison

2

59%

2,1

Generic

17

number of search queries

Ø number of search queries

30% 2% 3%

91% 94%

2%

2%

DSL Buyer

Total

7,8

Brand

22,9%

search for relevant keywords up to 12 weeks before purchase

1

22%

16%

3,0

Generic Hardware

0

3,8

30%

0,3

Tarif

0,2

3-4

24%

46%

1,2

Price comparison

2

38%

29% 14% 11%

5+

19%

13%

5%

8%

25% 5% 6% 8% 6%

75% 84% 92%

2% 8% 5%

2%

17

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Almost 50% of those who research online and purchase offline (ROPO) use a search engine during the decision process. Base: mobile buyer, DSL buyer with internet access

18

Online Research Process: Search Engine Usage DSL – Search Engine Usage

Mobile – Search Engine Usage 60% 47%

ROPO

18

45%

pure online

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

ROPO

19 October 2010

48%

pure online

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Users who research online & purchase offline enter a high number of queries during the process, esp. when researching for mobile. Base: mobile buyer, DSL buyer with search engine usage

19

Online Research Process: Search Queries

Mobile - Ø Queries

DSL - Ø Queries

19,9

12,1

11,5

4,9

ROPO

19

pure online

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

ROPO

19 October 2010

pure online

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Generic search terms dominate the research process. As DSL is less complex users start with generic search before entering brands. Base: mobile buyer, DSL buyer with search engine usage

20

Online Research Process: Search Queries DSL Buyer

Mobile Buyer %

% 100%

14%

9%

14%

brand

80%

100%

19% 80%

36%

39% 45%

60%

hardware

40%

14%

49%

49%

15%

17%

35%

34%

2nd third of process

3rd third of process

60%

40%

67% 50%

52%

20%

41%

0%

20%

0%

1st third of process

20

generic

2nd third of process

Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period

3rd third of process

1st third of process

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

For both products, mobile and DSL, online touchpoints dominate the research process - but media mix often is focused on offline media. 21

Touchpoints* Mobile Decision Process

(1.5 contacts per offline source, 4.2 online (=number of unique websites))

Touchpoints* DSL Decision Process

(1.5 contacts per offline source, 3.2 online (=number of unique websites)) internet

internet offline (e.g. call centre, shop, friend, TV, magazines etc.)

offline (e.g. call centre, shop, friends, TV, magazines etc.) search

search

21

* assumption: 1.5 contacts per offline touchpoints. Online. 4.2 (=# of unique websites)

19 October 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

Agenda 1. Methodology and Objective

2. Results 3. Key Findings

March 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Key question for today’s marketing mix: Is the media mix following the touchpoints in the consumer decision making process? 23

websites call centre

word of mouth

search engine

shop

active research for info

passive exposure to ATL media 23

sign mobile contract

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

March 2010

Key Results 24

While CPO for online marketing focuses on online conversions only, the ROPO effect suggests that offline effects of online media need to be considered as well: 37% of consumers who sign a mobile contract and 29% of DSL sign-ups have research online, before signing the contract offline. The online research process of the ROPO segment and the consumers who convert online is similar. The intensity of the research process (duration, websites visited, search queries) is higher for online buyers - but the internet is the most important information source for ROPO consumers as well.

With a net reach of 31% resp. 23% search engines are among the leading websites within the decision process for telecommunication products. For both products, mobile and DSL, generic keywords play an important role. During the research process for broadband access users are starting with a generic term and enter branded queries rather at the end. Due to the intense online research process by online and offline (ROPO) buyers the majority of brand touchpoints are online. In order to follow the consumer journey advertisers should therefore carefully review their media strategy which is often very offline centric.

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

Thank You!

March 2010

GfK Consumer Tracking

Research Online, Purchase Offline (ROPO) – Mobile & DSL

Your contacts at GfK: Karlheinz Seidl Senior Specialist +49 911 395-31 41 [email protected] Dr. Christoph Tillmanns Research Manager +49 911 395-21 21 [email protected]

March 2010