NEWS A new study by GfK
NEWS A new study by GfK looks at the top five most important factors that shoppers say swayed their decision to make a purchase online rather than instore, or in-store rather than on-line. Traditionally, the primary drivers for online shopping are seen as being consumers’ desire for better price, time saving and purchase online rather than in-store are: saving money (the clear leader at 55%), easier shopping (28%), a better selection of goods (26%) and faster shopping (25%). The fifth most popular factor was equally divided, with one in five shoppers (21%) saying they chose online because they get better information there, and the same number saying it was because they are routinely shopping there already. online shopping was easier. The next highest reason for choosing in-store is that returns are less hassle (29%), closely followed by the fact that the shopper is routinely shopping there already (28%). The fifth most popular influencer for buying in-store was equally divided between getting better information and saving money (both 22%). James Llewellyn, director of shopper research at shoppers looking to fulfil the same need states with the same products and services. In future there will be less debate about on and offline, and renewed focus on the fundamentals of choice, price, convenience and experience, and how to meet and exceed shopper expectations in each and across all” Choose Your Channel GfK FutureBuy study finds drivers of online and in-store shopping are not as sharply divided as you think choice, in particular access to the ‘long tail’. In-store shopping, on the other hand, is seen as driven by the better experience delivered face to face and the ability to take home your purchase straight away. However, GfK’s FutureBuy study reveals that the division is not as clear-cut as expected. GfK asked 23,000 shoppers within 17 industries across APAC, LATAM, Europe, North America and the Middle East to think about the last time they were deciding whether to purchase something online versus in a store, and indicate what swayed their decision one way or the other. The most important factors that shoppers say swayed their decision to make their OVERLAP IN DRIVING FACTORS However, four of those reasons for deciding to buy online also show up in the top five most important factors that drive people to buy in-store. For purchases where shoppers chose to buy instore rather than online, the leading factor swaying that decision are because they can see and feel the products before they buy (51%) – no surprise there. However, the next most popular reasons are more interesting. A third (33%) said they chose to make a specific purchase in-store rather than online because shopping is easier in-store – compare this to the 28% who felt that GfK, comments, “These results point toward two key implications. The first is that the drivers for physical retail versus online retail are not differentiated to the extent that we expect. For example, expert advice is not a key distinguisher one way or the other. To sustain footfall, it is therefore imperative that retailers (and their manufacturer partners) innovate to create reasons to visit, to increase propensity to buy your store, category or brand. We expect that, despite a brief hiatus, physical retail touch points will become more important than ever. “The second implication is that, to succeed in the future, retail needs to create synergy between on and offline, not diversity. In the end it’s the same THE MOST IMPORTANT FACTORS THAT SHOPPERS SAY SWAYED THEIR DECISION TO MAKE THEIR PURCHASE ONLINE RATHER THAN IN- STORE ARE: SAVING MONEY, EASIER SHOPPING, A BETTER SELECTION OF GOODS AND FASTER SHOPPING. MOST IMPORTANT FACTORS DRIVING A CHOICE TO PURCHASE ONLINE 1. Save money (better pricing, deals) 55% 2. Shopping is easier 28% 3. Better selection 26% 4. Shopping is faster 25% 5. Get better information 21% 5. I'm routinely shopping there already 21% MOST IMPORTANT FACTORS DRIVING A CHOICE TO PURCHASE IN-STORE 1. Let's me see and feel the products before I buy 51% 2. Shopping is easier 33% 3. Returns are more hassle-free 29% 4. I'm routinely shopping there already 28% 5. Get better information 22% 5. Save money (better pricing, deals) 22% 6
NEWS The Changing Face of TV New IHS survey shows continuing trend to non-linear viewing A new report by IHS Markit on TV viewing times across Europe shows non-linear viewing is on the rise, even if, for the moment most time is still tied to broadcast schedules. The survey, covering the UK, France, Germany, Italy and Spain, examined changes in television viewing behaviour across broadcast and digital platforms. Key points: Italy watches more TV than any other country in Western Europe (more than four hours per-person perday in 2015); Non-linear pickup has been swift in the UK but a slow starter throughout the rest of Western Europe; The majority of viewing time is still tied to the broadcast schedule be it live or through catch-up; Online revenues in 2015 were just 3% of total television revenues in the UK, France, Germany, Italy and Spain combined. Italy – Keeps top spots with four hours and 40 minutes per-person per-day of TV viewing. Italy watched the most minutes of TV in Western Europe with 280 in 2015, according to the latest IHS Technology study on viewing times. In 2015 non-linear viewing rose to 18 minutes per day while combined linear and nonlinear broadcast content viewing stood at 271 minutes 41 seconds perperson per-day. “Linear viewing remains king in Italy,” said Daniel Sutton, senior analyst at IHS Technology. “Similar to Germany, pay TV on Demand is not gaining traction in the Italian market.” Spain – Secures number two spot with three hours and 54 minutes per-person per-day, but is declining Despite the big number and the second place slot, the amount of time spent watching TV in Spain is actually declining, according to the latest IHS Technology report. Linear television viewing once again dropped sharply in comparison to prior years, falling to its lowest level since 2010 at 234 minutes per-person per-day. “We saw an increase of 22% on 2014’s non-linear viewing time figures to 16 minutes and 26 seconds per-person per-day in 2016,” Sutton said. The largest portion of growth in non-linear viewing time in 2015 was from online short-form content, of which viewing increased by 20.8% on 2014 to eight minutes and 49 seconds per-person perday. France –TV viewing times rose to three hours and 44 minutes per-person per-day France takes third place in terms of TV viewing time in Western Europe. TV viewing time in France rose by three minutes in 2015, to a total of 224 minutes per-person per-day. The increase was driven by viewing times in two groups, the under-14s and over-50 age groups. “We have also seen a large rise in non-linear viewing times in France over the past year, with television on-demand services from IPTV operators and short form video from the likes of Daily Motion leading the way,” Sutton said. Non-linear viewing time outpaced linear, increasing by 17.9% over 2015 to 23 minutes and 54 seconds per-person per-day. At 2015, this represented 9.6% of total viewing time. UK – TV viewing time declines to three hours and 7 minutes per-person perday as online dominance picks up Total cross-platform viewing time returned to growth in 2015, with the average British person watching 247 minutes of video content per-day across all platforms. In the UK, linear television remained the most popular mode of viewing in 2015, at 187 minutes and 42 seconds per-person per-day. However, the fall was less dramatic than in 2013 and 2014. Broadcast’s share of total viewing has been in steady decline since 2005, having decreased from 99.8% in 2005. Online long-form viewing time increased by 25.7% to nine minutes and 24 seconds per-person perday in 2015. This was against the backdrop of a growing online video sector. In 2014, subscription video on demand (SVoD) subscriptions and online video transactions grew by 30% and 12.7 percent, respectively. Total online revenues (inclusive of online movies, online TV and SVoD) increased 26.3% against 2014, driven by SVoD. Germany – Three hours and 30 minutes per-person perday of TV time Germany watches 210 minutes of traditional TV per-person per-day. Notably, total TV market revenue increased 2.6% in 2015 to €16.8 billion, largely due to a €311.5 million increase in pay TV revenue. “Online services such as Amazon Prime and Maxdome are growing in popularity in Germany, but are somewhat struggling to gain traction," Sutton said. Online long-form viewing in Germany increased by 30 seconds per-person perday to reach two minutes in 2015. “Over the coming months it will be interesting to see how the German consumer responds to revised television on-demand offering of the new Sky Europe,” Sutton said. “Sky Deutschland has historically not had the same success as its sister company in the UK” www.ifa-international.org IFA International • Monday 29 th August 2016 7
