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Omnibus WEB Major Consumer Trends September 2013 Survey commissioned by.

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Presentation on theme: "Omnibus WEB Major Consumer Trends September 2013 Survey commissioned by."— Presentation transcript:

1 Omnibus WEB Major Consumer Trends September 2013 Survey commissioned by

2 Table of Contents 2 Methodological Summary3 Factors Influencing Purchase4 Online Purchase Behavior7 Online Research for Product Purchase10 Types of Products Bought Online13 Factors Influencing Store/Supplier Selection16 CSR Factors That Influence Product/Business Selection18 Local Purchasing Behavior21 Brand Influence on Purchase Intent24 Perceived Value Added27 Influence of Recession30 2

3 Survey commissioned by BDC Method of data collectionWeb survey MarketsTotal Canada Sample size1023 respondents Selection criteria - Canadian - 18 y/o and over Data collection datesFrom July 31th to August 5th, 2013 Statistical differences between sample sub-groups A letter next to the result for a sub-group within a table or graphic indicates that it is statistically different, at a 95% confidence level, compared to the sub-group bearing the corresponding letter. Methodological Summary 3

4 Survey commissioned by BDC Factors Influencing Purchase 4 BaseAll respondents (n=1023) Q1:In general, when you decide to purchase a product or service, which factors are important to you? ABCD:95% significance level

5 Survey commissioned by BDC Factors Influencing Purchase by Province 5 TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) Pay the least possible64% 56%65%64%67% B 67% Buy a recognized brand49%42%43% 57% ABCE 45%56% A Buy a product that is good for the health49%43%52%44%47%53%54% Obtain information on the internet before buying41%44%48% F 39%43% F 38%31% Buy a locally made product39%43%39%32%37%40%45% Obtain points, a cash back or gift upon purchase35%30%38%28%40% CE 30%38% Buy an eco-friendly product / a product made by an eco-friendly business 26%25%29% C 15%25%30% C 29% C Buy a product or service offered by a socially responsible business 26%27% 31%23%27%24% Be able to buy online18%17%26% F 14%18% 14% None of these factors are important to me4%5% 6%4%3%5% BaseAll respondents Q1:In general, when you decide to purchase a product or service, which factors are important to you? ABCD:95% significance level

6 Survey commissioned by BDC Factors Influencing Purchase by Income 6 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) Pay the least possible64%68%66% 62% Buy a recognized brand49%42%49%50%57% G Buy a product that is good for the health49%46%52%49% Obtain information on the internet before buying41%35%38%46% G 51% GH Buy a locally made product39%35%47% G 39%41% Obtain points, a cash back or gift upon purchase35%33%39%33%39% Buy an eco-friendly product / a product made by an eco-friendly business 26% 27%23%28% Buy a product or service offered by a socially responsible business26% 22% Be able to buy online18%17%20% None of these factors are important to me4%5%4%3%1% BaseAll respondents Q1:In general, when you decide to purchase a product or service, which factors are important to you? ABCD:95% significance level

7 Survey commissioned by BDC Online Purchase Behavior 7 BaseAll respondents (n=1023) Q2:What are your product and service purchasing habits on the Internet? ABCD:95% significance level

8 Survey commissioned by BDC Online Purchase Behavior by Province 8 BaseAll respondents Q2:What are your product and service purchasing habits on the Internet? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) I conduct a broad online search prior to a purchase47%50% F 49%38%42%56% CDF 36% I consult customer review sites before buying42%48%45%36%45%37%40% I search online to find the best place to buy the product or service before buying 42%48% E 47% E 41% E 50% E 27%40% E I buy products or services online in Canada41%44% E 48% E 34%45% E 32%41% I buy products or services online in the United States24%26%27%26%25%21%23% I buy products or services online outside of Canada or the United States 14%15%19% F 14%12%16%9% I consult blogs or discussion forums before buying13%15% C 15%6%15% CF 10%6% I go to a store to test a product before buying it online12%9% 7%15%14%11% Other3%8% DEF 2%5%2% 1% I never go on the Internet before buying or to buy a product or a service 19%14%16%25%18%21%25% A

9 Survey commissioned by BDC Online Purchase Behavior by Income 9 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) I conduct a broad online search prior to a purchase47%37%48% G 51% G 54% G I consult customer review sites before buying42%37%39%44%52% GH I search online to find the best place to buy the product or service before buying 42%37% 52% GH 46% I buy products or services online in Canada41%33%39%50% GH 49% G I buy products or services online in the United States24%19%22%29% G 31% G I buy products or services online outside of Canada or the United States 14%12%14%16%13% I consult blogs or discussion forums before buying13%9%17% G 13%20% G I go to a store to test a product before buying it online12%13%9%10%16% Other3% 6% I 2% I never go on the Internet before buying or to buy a product or a service 19%26% IJ 19%13%11% BaseAll respondents Q2:What are your product and service purchasing habits on the Internet? ABCD:95% significance level

10 Survey commissioned by BDC Online Research for Product Purchase 10 BaseRespondents who search online (on websites, blogs, customer reviews) prior to a purchase (n=729) Q3:For which types of products or services do you seek online information before buying? ABCD:95% significance level

11 Survey commissioned by BDC Online Research for Product Purchase by Province 11 BaseRespondents who search online (on websites, blogs, customer reviews) prior to a purchase Q3:For which types of products or services do you seek online information before buying? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=729)(n=98)(n=77)(n=42)(n=287)(n=174)(n=51) Technological devices: computers, audio devices, tablets, electronic devices, etc. 74%78%79%74%76%71%68% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 65%68%74% E 64%67% E 56%66% Vehicles: cars, trucks, motorcycles, etc.53%49%58% C 40%54%50%61% C Cultural goods: books, music, movies, series, etc.37%36%39%33%37%38%31% Clothing, shoes, jewelry and accessories36%32%35%29%40%34%32% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 35%44% EF 38% E 31%41% EF 24%26% Food products and home maintenance29%29% E 35% E 34% E 33% E 18%32% E Insurance and financial services29%21%39% ACE 18%32% AC 26%29% Personal and beauty products: makeup, perfumes, etc. 25% 24%23%30% E 17%22% Baby and child products: games, toys, early childhood education items, etc. 15%10%20% E 18%18% E 10%16% Alcohol6%8%10%4%5% 10% Other4%6%5%6%3% 5%

12 Survey commissioned by BDC Online Research for Product Purchase by Income 12 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=729)(n=185)(n=113)(n=209)(n=116) Technological devices: computers, audio devices, tablets, electronic devices, etc. 74%67%74%80% G 78% G Travel and tourism: airplane/train tickets, vacations, rentals, etc.65%47%61% G 69% G 79% GH Vehicles: cars, trucks, motorcycles, etc.53%38%50%57% G 70% GHI Cultural goods: books, music, movies, series, etc.37%33%38%35%40% Clothing, shoes, jewelry and accessories36%35%29%40% H 36% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 35%37%38%32%33% Food products and home maintenance29%30%29%28%29% Insurance and financial services29% 34%32%24% Personal and beauty products: makeup, perfumes, etc.25%24% 25%18% Baby and child products: games, toys, early childhood education items, etc. 15%12%17% 10% Alcohol6%4%7%5%10% G Other4%5%4%5%2% BaseRespondents who search online (on websites, blogs, customer reviews) prior to a purchase Q3:For which types of products or services do you seek online information before buying? ABCD:95% significance level

13 Survey commissioned by BDC Types of Products Bought Online 13 BaseRespondents who test products in store before buying online and/or respondents who buy online (n=526) Q4:What types of products do you buy online? ABCD:95% significance level

14 Survey commissioned by BDC Types of Products Bought Online 14 BaseRespondents who test products in store before buying online and/or respondents who buy online Q4:What types of products do you buy online? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=526)(n=74)(n=62)(n=30)(n=215)(n=111)(n=34) Clothing, shoes, jewelry and accessories52%40%48%54%60% A 50%45% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 50%58%54%51%48%44%50% Cultural goods: books, music, movies, series, etc.49%52%56%50%47%48%45% Technological devices: computers, audio devices, tablets, electronic devices, etc. 47%57% E 51%43%39%60% DE Personal and beauty products: makeup, perfumes, etc. 21%29% E 18%16%24% E 14%28% E Healthcare products: food supplements, pharmaceutical products, diet products, etc. 19%26%19%18%19%15%13% Baby and child products: games, toys, early childhood education items, etc. 14%10%13% 15%16%14% Insurance and financial services13%14% C 11%2%16% C 12% Food products and home maintenance12%8%18%13%15%7%10% Vehicles: cars, trucks, motorcycles, etc.6%4%9%2%5%6% Alcohol1%2%- -1% Other11%6%8%17%10%16%

15 Survey commissioned by BDC Types of Products Bought Online 15 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=526)(n=130)(n=85)(n=154)(n=85) Clothing, shoes, jewelry and accessories52%53%43%55%50% Travel and tourism: airplane/train tickets, vacations, rentals, etc.50%30%51% G 54% G 67% GH Cultural goods: books, music, movies, series, etc.49%40%49%52%54% G Technological devices: computers, audio devices, tablets, electronic devices, etc. 47%43%42%52%55% Personal and beauty products: makeup, perfumes, etc.21%25%18%24%14% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 19%23%22%17%14% Baby and child products: games, toys, early childhood education items, etc. 14%10%16%17%10% Insurance and financial services13%12%15%16%15% Food products and home maintenance12%11%13%9%12% Vehicles: cars, trucks, motorcycles, etc.6%10%3%4%5% Alcohol1% 3%- Other11%16% I 6%10% BaseRespondents who test products in store before buying online and/or respondents who buy online Q4:What types of products do you buy online? ABCD:95% significance level

16 Survey commissioned by BDC Factors Influencing Store/Supplier Selection by Province 16 BaseRespondents who buy online Q5:Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier? ABCD:95% significance level

17 Survey commissioned by BDC Factors Influencing Store/Supplier Selection by Income 17 BaseRespondents who buy online Q5:Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier? ABCD:95% significance level

18 Survey commissioned by BDC CSR Factors That Influence Product/Business Selection 18 BaseAll respondents (n=1023) Q6:Which social factors are so important that they have become selection criteria for a product or business with which you do business? ABCD:95% significance level

19 Survey commissioned by BDC CSR Factors That Influence Product/Business Selection by Province 19 BaseAll respondents Q6:Which social factors are so important that they have become selection criteria for a product or business with which you do business? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) Stores/shops located in my area or neighborhood55%48%58%52%57%51%65% AE Local products / businesses offering such products41%38%44%34%44%39%46% Eco-friendly products or business29% 26%20%30%34% C 24% Human rights and occupational safety & health respectful products / businesses offering such products 25%21%19%22%25%33% ABD 22% Fair trade products / businesses offering such products 23%25%33% CDE 18%21%22%26% Organically farmed products / businesses offering such products 15%22% CE 18% CE 7%17% CE 10%16% Traceable products / businesses offering such products 14%15%16%8%15% Stores/shops that obtain supplies from non-profit organizations, that serve a social cause 12%8%16%10%15%10%14% None of these factors23%26%20%29%22%26%19%

20 Survey commissioned by BDC CSR Factors That Influence Product/Business Selection by Income 20 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) Stores/shops located in my area or neighborhood55%52%58%55%60% Local products / businesses offering such products41%40%43% Eco-friendly products or business29%30% 29%24% Human rights and occupational safety & health respectful products / businesses offering such products 25%31% I 30% I 19%22% Fair trade products / businesses offering such products23%24%26%19%26% Organically farmed products / businesses offering such products15%18%13%14%18% Traceable products / businesses offering such products14%15%18%12%17% Stores/shops that obtain supplies from non-profit organizations, that serve a social cause 12%17% IJ 12%9% None of these factors23%22%20%25%23% BaseAll respondents Q6:Which social factors are so important that they have become selection criteria for a product or business with which you do business? ABCD:95% significance level

21 Survey commissioned by BDC Local Purchasing Behavior 21 BaseAll respondents (n=1023) Q7:Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced : ABCD:95% significance level

22 Survey commissioned by BDC Local Purchasing Behavior by Province 22 BaseAll respondents Q7:Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced : ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) In Canada45% 48%38%46%39%57% CE In your region24%21% 11%20% C 36% ABCD 27% C In the province where you reside24%14%25% A 16%22% A 30% AC 33% ACD In your city / municipality23%21%19%17%19%34% ABCDF 18% I have made no specific effort to shop for or purchase such products 35%37%35%49% EF 38% E 27%28%

23 Survey commissioned by BDC Local Purchasing Behavior by Income 23 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) In Canada45%46%43%45%44% In your region24% 22%25% In the province where you reside24%22%26% 23% In your city / municipality23%25%23%20%22% I have made no specific effort to shop for or purchase such products 35%31%39%34%35% BaseAll respondents Q7:Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced : ABCD:95% significance level

24 Survey commissioned by BDC Brand Influence on Purchase Intent 24 BaseAll respondents (n=1023) Q8:For what types of products or services does the brand represent a decision factor for you? ABCD:95% significance level

25 Survey commissioned by BDC Brand Influence on Purchase Intent by Province 25 BaseAll respondents Q8:For what types of products or services does the brand represent a decision factor for you? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) Vehicles: cars, trucks, motorcycles, etc.48%41%49%42%50% 52% Technological devices: computers, audio devices, tablets, electronic devices, etc. 46%48% 37%46%48%46% Food products and home maintenance39%41%42%34%39% 32% Clothing, shoes, jewelry and accessories28%25%26%21%32% C 27%24% Personal and beauty products: makeup, perfumes, etc. 27%23%26%20%34% ACEF 26%16% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 27% 22%24%31%26%23% Insurance and financial services25%18%25%16%23%36% ACDF 22% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 25%27% C 25%15%28% CF 23%17% Alcohol22%20%19%22%24%21%20% Baby and child products: games, toys, early childhood education items, etc. 10%6%14% AE 9%14% AE 6%10% Other3%2% 1%4% 5% The brand is never a decision factor for me18%19%15%30% BDE 16%17%20%

26 Survey commissioned by BDC Brand Influence on Purchase Intent by Income 26 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) Vehicles: cars, trucks, motorcycles, etc.48%35%46% G 54% G 63% GH Technological devices: computers, audio devices, tablets, electronic devices, etc. 46%41%42%50%58% GH Food products and home maintenance39%34%43%39%46% G Clothing, shoes, jewelry and accessories28%25%27% 42% GHI Personal and beauty products: makeup, perfumes, etc.27%21%26%29% G 38% GH Healthcare products: food supplements, pharmaceutical products, diet products, etc. 27%25%33%26%33% Insurance and financial services25%19%33% G 26%33% G Travel and tourism: airplane/train tickets, vacations, rentals, etc.25%14%28% G 29% G 37% G Alcohol22%17%24%23%34% GHI Baby and child products: games, toys, early childhood education items, etc. 10%9%13%10%13% Other3%5% J 4% 1% The brand is never a decision factor for me18%20% J 21% J 15%11% BaseAll respondents Q8:For what types of products or services does the brand represent a decision factor for you? ABCD:95% significance level

27 Survey commissioned by BDC Perceived Value Added 27 BaseAll respondents (n=1023) Q9:In which cases would you be willing to pay more to obtain a product or service? ABCD:95% significance level

28 Survey commissioned by BDC Perceived Value Added by Province 28 BaseAll respondents Q9:In which cases would you be willing to pay more to obtain a product or service? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) Buy a product that is good for the health31% 33% F 21%34% CF 30%20% Buy a locally made product30%31%30%21%31%29%28% Buy a recognized brand28%24%30%22%32% E 24%30% Buy an eco-friendly product / made by an eco-friendly business 21%18%22%16%21%22%18% Buy a product or service offered by a socially responsible business 17%19%13%17% 10% Be able to buy online7%5%13% AEF 7%9% F 5%2% None of these cases34%36%27%48% BDE 32%34%38%

29 Survey commissioned by BDC Perceived Value Added by Income 29 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) Buy a product that is good for the health31%26%36% G 31%29% Buy a locally made product30%26%31%33%29% Buy a recognized brand28%23%26%32% G 40% GH Buy an eco-friendly product / made by an eco-friendly business21%18%21% 18% Buy a product or service offered by a socially responsible business17%16%17%18%13% Be able to buy online7%8% 7%8% None of these cases34%40% IJ 33%28%30% BaseAll respondents Q9:In which cases would you be willing to pay more to obtain a product or service? ABCD:95% significance level

30 Survey commissioned by BDC Influence of Recession 30 BaseAll respondents (n=1023) Q10:What impact did the last economic recession (2008-2009) have on your habits as a consumer? ABCD:95% significance level

31 Survey commissioned by BDC Influence of Recession by Province 31 BaseAll respondents Q10:What impact did the last economic recession (2008-2009) have on your habits as a consumer? ABCD:95% significance level TotalBCABSK/MBOntarioQuebecAtlantic (A)(B)(C)(D)(E)(F) Base (n=1023)(n=137)(n=109)(n=67)(n=392)(n=246)(n=73) I shop around more to make sure I am paying the best price 44%43% C 48% C 27%49% CE 38%54% CE I buy products and services that cost less32%36% BC 20%23%37% BCE 29%34% B I buy less products and services than before the recession 31%29%27%18%37% CE 28%33% C I buy used or second-hand merchandise23%28% E 26% E 16%27% CE 16%24% I exchange goods or services5% 3%4%6%5%2% I rent certain products or services I used to buy before3%2% 6%4%3%2% None of these choices5%8% E 5%6%4%2%9% E The recession had no impact on my habits as a consumer 31%29%33%52% ABDEF 27%36% DF 21%

32 Survey commissioned by BDC Influence of Recession by Income 32 Total<40k40k - <60K60k - <100k100k+ (G)(H)(I)(J) Base (n=1023)(n=291)(n=168)(n=271)(n=141) I shop around more to make sure I am paying the best price44%45%44%49%43% I buy products and services that cost less32%40% HJ 29%34% J 24% I buy less products and services than before the recession31%36%30%31% I buy used or second-hand merchandise23%36% HIJ 14%23% HJ 11% I exchange goods or services5%7%4%5% I rent certain products or services I used to buy before3%6%3% 2% None of these choices5%3%7% G 4%6% The recession had no impact on my habits as a consumer31%23%34% G 32% G 38% G BaseAll respondents Q10:What impact did the last economic recession (2008-2009) have on your habits as a consumer? ABCD:95% significance level


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