Sweden Tech

Media Touchpoints in the Consumer Path to Purchase

Date: Dec 2011

Agenda
Methodology Purchase behaviour Research behaviour Summary

Methodology Vertical Deep Dive Tech Sweden

Target group: Internet user in Sweden, 14 years and older Sample: N=1,000 internet user Methodology:
Online questionnaire Representative weighting by age, gender, education, income, frequency of online access, frequency of online purchase, usage of YouTube

Period of analysis:
Fieldwork: from November 11th to November 24th 2011 Final report: December 8th, 2011

Research company: TNS Infratest

Products under analysis

The following report provides insights on the purchase and research behaviour in different product categories out of the Tech vertical

TV Home appliances
(e.g. refrigerators, vacuum cleaners, washing machines, cookers, airconditioning, irons, etc.) (e.g. LED TV, LCD TV, Plasma TV, etc.)

Audio & Video equipment

(e.g. audio-systems, home theatre systems, MP3 and MP4 players, DVD-/ Blu-ray players, etc.)

Mobile devices
(e.g. mobile phones, smartphones, communicators, tablets, etc.)

Photo/Video
(e.g. digital cameras, camcorders, digital photoframes, etc.)

Computer hardware
(e.g. desktop PCs, laptops, printers, etc.)

Purchase behaviour

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Shopping in the past

Significant purchase shares regardless of category more than half of the Swedish onliners bought mobile devices in the past 24 months
When did you last buy the following products? All respondents
Mobile Devices Home appliances Computer Hardware Photo/Video TV Audio & Video equipment
4% 13% 11% 18% 43% 16% 58%

9%

8%

16%

10%

9%

9%

13%

12% 34% 33%

42%

6%

10%

13%

On average 2 categories were bought within the last 24 months

7%

4%

12%

10%

4%

5%

9%

9%
Past 6 months

27%
Past 12 months Past 24 months

Past 3 months

Q3: When did you last buy any products out these categories? Base (weighted): All respondents n=1,000; answer categories more than 24 months ago /never / Dont know not shown

Place of last purchase

Tech sales are driven by retailers: mass retailer stores (e. g. Mediamarkt) are across the board the most frequently chosen purchase channel, retailer web shops on 2nd position
How did you make your latest purchase? Shopper of the past 24 months per category
Audio/Video equipment Online Retailer web shop Producer web shop Online market place Online auctions
31% 20% 3% 5% 2%

Mobile devices
31% 18% 5% 2% 2%

PC hardware
31% 19% 4% 2% 2%

Photo/ Video
30% 19% 3% 1% 5%

TV
17% 12% 2% 1% 0%

Home appliances
14% 9% 2% 2% 1%

Offline Mass retailer/hypermarket Producer store Specialized store/retailer Delivery service

5% 4% 4%

64% 47%
9% 3% 2%

62% 42%

65% 56% 4% 2% 1%

65% 51% 3% 4% 5%
6% 6% 1%

80% 63%

81% 57% 4% 13% 3%

Q4:Thinking about the last time you made a purchase in each of the following product categories. How did you actually purchase? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Other online / Other offline / Dont know not shown

Devices for online purchases

More than one fourth of the online shoppers of the past 24 months have already used a mobile or smartphone to make an online purchase
Which devices have you already used in order to purchase online? Online shopper of the past 24 months
PC/laptop at home Mobile/smartphone

74%

27%

Laptop/netbook on the go

Tablet PC

27%

3%

Q9: Which of the following devices have you already used in order to make an online purchase? Base (weighted): Online Shopper n=301; answer category Don know not shown

Budget of last purchase

TV sets, PC Hardware and Home appliances are the categories with the highest average spendings in the past 24 months
How much did you spend on your latest purchase? Shopper of the past 24 months per category
6,100 SEK 5.800 SEK 5.700 SEK 2.900 SEK 5% 7% 2.700 1% SEK 2.300 SEK 3% 5%

26%

20%

22% 8%

11%

14% 21% 24% 29% 41% 24% 34% 16% 20%

Mobile devices Audio/Video equipment

7.500 SEK and more 5.000-7.499 SEK 2.500-4.999 SEK 1.000-2.499 SEK less than 1.000 SEK

29% 29%

17% 19%

24% 25% 5% 5%
TV

10% 9%
PC hardware

27%

Home appliances

Photo/ Video

Q5: And how much money did you approximately spend? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Dont know not shown

Shopping within the next 12 months

69% of the Swedish onliners plan a tech purchase in the next 12 months. Highest purchase intention for mobile devices more than one third of the purchase intenders per category plan to purchase online.
Do you plan to buy tech products in the next 12 months? All respondents
Mobile Devices

How likely is it that youll make your purchase online? Purchase intender
24% 22% 46%

21% 19% 17% 16% 10% 10%

31% dont plan any tech purchase in the next 12 months

Computer Hardware

20%

32%

52%

TV

15%

21%

37%

Home appliances

20%

26%

46%

Audio & video equipment

21%

31%

53%

Photo/Video

16%

38%

54%

Very likely

Somewhat likely

Q10: Do you plan to buy any products out of the following product categories within the next 12 months? Q11: How likely is it that you will make your purchase(s) online? 5-point-scale: (1) Very likely (5) Very unlikely; Base (weighted): All respondents n=1,000/ Purchase intender: Mobile Devices n=213; PC Hardware n=193; Home appliances n=158; TV n=172; Photo/Video n=101; Audio&Video equipment n=104

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Triggers for purchase

Replacing old with new and more advanced products is the dominant motive for tech purchases buying products not owned so far most likely in the categories audio and video equipment or photo and video
Triggers for Purchase Shopper of the past 24 months per category
0% Replacement of my old product I looked for new features I didnt have this product previously 20% 40% 60% 80% 100%

TV

Audio & Video equipment Photo/Video

PC hardware
New product to the market

Mobile devices

Change of brand

Home appliances

Q6: Which of the reasons listed below best represents your motivation for making your latest purchase? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Other / No answer not shown

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Drivers for buying online

Convenience and assortment advantages are the most frequently stated reasons for buying online apart from this obviously price comparison and good pricing in general are important aspects as well
Drivers for buying online - Top 10 All respondents
It is available 24 hours and 7 days a week Large and complete assortment Easier to compare prices Lower prices than offline Presence of customer reviews from other people Special promotions online No long queues like in the store / supermarket It is fast and it is a gain of time Easier to compare products You can shop from anywhere
49% 45% 43% 42% 37% 37% 36% 36% 34% 32%

Convenience
Assortment/Clarity Prices/Payment Prices/Payment Personal Advice

Prices/Payment
Convenience Convenience Convenience Convenience

Q7: What are from your perspective reasons for buying products on the internet? Base (weighted): All respondents n=1,000

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Barriers for buying online

The lack of physical product experiences as well as the need for personal consultancy are clearly the main barriers constraining online purchase
Barriers for buying online - Top 10 All respondents
I want to see or touch the products therefore I buy life in a store Recommendation/ expertise of a salesperson is appreciated I dont want to pay for delivery I dont trust online payment Security concerns in general I like the shopping experience, it gives me a good feeling Im used to buy those things in a store I want to try the product before I buy it Range is very high so its too complicated to find my products I cannot return the product if Im not satisfied
25% 24% 23% 22% 22% 18% 17% 14% 44% 40%

Convenience Personal Advice Prices/Payment Prices/Payment Convenience Convenience Convenience Convenience Assortment/Clarity Convenience

Q8: What are from your perspective reasons for NOT buying products on the internet? Base (weighted): All respondents n=1,000

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Product promotion online

One third of the onliners have already communicated about products on the internet liking products on facebook is most popular
Have you ever commented on a product online? All respondents
21% Liking it on facebook Becoming a fan of a product / brand on facebook Writing a review on a review or comparison site 2% Tweeting the product 2% Following a product / brand on twitter

13% Yes 33% No 67%

13%

Q14: Have you ever promoted a product online by ? Base (weighted): All respondents n=1,000

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Characteristics of an online shop

Designing comprehensive customer services (clear return options and aftersales service, offline contact details) is a core factor for successful online shops trust building (brands, quality seals) contributes too How important are the following features of online shops for you? All respondents Top 2: very important and important
characteristics of e-shops 0% 20% 40% 60% 80% 100% Clear return options Existence of a phone number Clear after-sales services Availability of all relevant contact details Usability / ease of use of the website Presence of well-known, trustable brands Seals of approval and quality Speed of delivery Wide range of products There is a physical address in Sweden Free shipping costs Consumer reviews and comments Availability of special online offers Real life recommendations Internet recommendations Presence of offline stores nearby The local domain name is .se Fun on the website: presence of videos & games
Q13: How important are the following characteristics of online shops for you? On a 5-point scale from 1-very important to 5-very unimportant. Base (weighted): All respondents n=1,000

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Wrap up purchase behaviour

In the past 24 months Swedish onliners purchased on average in two tech categories mobile devices are most popular in this respect and were bought by every second onliner.

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3

Online purchase is an established purchase method across all tech categories. Retailer websites are the 2nd most important channel for tech purchases only retailer stores score better in this respect.
Online will rise its importance as a sales channel: every second purchase intender in the categories computer hardware, photo/video, audio and video equipment states that it is likely that he will make his next purchase online.

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Mobile commerce somewhat established as well: 27% of the onliners who bought tech products online in the past 24 months have already made a purchase via smartphone this equals about 8% of all onliners.
Enhancing online product experiences and online product presentations in combination with giving relevant product advice or category recommendations can contribute in order to further push online as a sales channel. Comprehensively designed customer services (clear return options, after-sales services, availability of offline contadct details), user-friendly navigation and trust-building (brands presence) are core factors for successful online shops.

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Research behaviour

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General research behaviour

Almost every shopper of the past 24 months researched prior to purchase and the vast majority used the internet as an information source
Did you research prior to your latest purchase?
Shopper of the past 24 months

Did you use the internet for pre-purchase research?

Shopper of the past 24 months
86%

Computer hardware

90%

TV

89%

79%

Photo/video

87%

78%

Audio & video equipment

86%

81%

Home appliances

86%

80%

Mobile devices

86%

81%

Q15: How often do you inform yourself about products out of the following categories before you decide to buy? Q16: And how often do you use the internet to inform yourself before you buy products out of the following categories? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Seldom / Never / Dont know not shown

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Research online purchase?

ROPO effect visible: across all categories the majority of the online researchers made their subsequent purchase offline
Did you use the internet for pre-purchase research?
Shopper of the past 24 months

Where did you buy?

Shopper who researched online
34% 63% 19% 79% 32% 63% 32% 63% 16% 81% 34% 60%

Computer hardware

86%

TV

79%

Photo/video

78%

Audio & video equipment

81%

Home appliances

80%

Mobile devices

81%

Online Offline

Q16: And how often do you use the internet to inform yourself before you buy products out of the following categories? Base (weighted): Shopper per category: TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432; answer categories Seldom / Never / Dont know not shown Q4: Thinking about the last time you made a purchase in each of the following categories. How did you actually purchase them? Base (weighted): TV n=262; Audio/Video equipment n=221; Photo/Video n=267; PC hardware n=363; Mobile devices n=466; Home appliances n=345; answer category Other / Dont know not shown

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Channels online search

Mobile research receives already significant shares one out of four online researchers used a mobile device for pre-purchase research
Which devices did you use for researching product information online? Shopper of the past 24 months who researched online
PC/laptop at home Mobile/smartphone

85%

24%

Laptop/netbook on the go

Tablet PC

25%

4%

Q17: Youve stated that you at least sometimes use the internet to inform yourself about products out of the following categories . Which of the following devices did you use for getting product information on the internet? Base (weighted): Researchers in one of the product categories, at least sometimes n=700; answer category Dont know not sho wn

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Research funnel: Online vs. offline search

Online sources are used for initial and intense research prior to purchase when it comes to decision-making offline information gains importance
Research funnel Shopper last 24 months per category
Initial research TV
68% 60% 68% 52% 68% 56% 78% 56% 70% 56% 65% 60%

Intensive research
53% 45% 59% 37% 56% 43% 61% 46% 58% 48% 51% 47%

Final decision
24% 55% 33% 41% 28% 52% 28% 50% 26% 52% 28% 49%

Audio & Video equipment

Photo/Video

Computer hardware

Mobile devices

Home appliances

online touch points used in the respective stage of research funnel offline touch points used in the respective stage of research funnel
Base: Respondents who purchased in the categories within the last 24 months and used online or offline touch points in the research process; TV n=330; Audio/Video equipment n=273; Photo/Video n=341; PC hardware n=424; Mobile devices n=575; Home appliances n=432

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Online research funnel: TV

Retailer websites, comparison sites and search engines are the most frequently used sources in the online research process on TV sets
Initial Research Intensive Research Final Decision

Website of retailer/ distributor Product or price comparison sites Search Engine Website of contractor/ brand manufacturer Consumer reviews on the internet Newsletter Online blogs/ online forums Video portals (e.g. YouTube) Social networking

54% 46% 37% 25% 24% 7% 6% 4% 3%

7% 3% 3% 5% 29% 29% 21% 24%

41%

35% 24% 9% 10% 8% 1% 4% 3% 7%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased TV within the last 24 months and used online touch points in the research process: initial research n=226, intensive research n=173, final decision n=80

Online touch points

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Offline research funnel: TV

Professional in-store consultancy with the sales staff is by far the dominant and most important offline research source on TV sets
Initial Research Intensive Research Final Decision

Sales person Friends/ colleagues

29% 24% 19% 18% 12% 8% 5% 5% 4% 2%

52%

58% 17% 26% 17% 15% 10% 6% 4% 2% 4% 4% 6% 5% 1% 1% 0% 1% 0% 2% 8% 23%

51%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased TV within the last 24 months and used offline touch points in the research process: initial research n=198, intensive research n=149, final decision n=181

Offline touch points

Family members Display in store Advert in newspaper/ magazine Article in newspaper/ magazine TV advert Radio program Radio advert TV program Billboard

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Online research funnel: Audio & Video equipment

Various sources in use for online research on audio & video equipment with retailer websites and search engines in the lead
Initial Research Intensive Research Final Decision

Website of retailer/ distributor Search Engine Product or price comparison sites Consumer reviews on the internet Website of contractor/ brand manufacturer Newsletter Online blogs/ online forums

53% 45% 38% 31% 28% 12% 11% 7% 4%

6% 11% 10% 5%

37% 36% 30% 23% 29%

22% 13% 22% 16% 10% 3% 9% 1% 4%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Audio&Video equipment within the last 24 months and used online touch points in the research process: initial research n=187, intensive research n=161, final decision n=91

Online touch points

Video portals (e.g. YouTube)

Social networking

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Offline research funnel: Audio & Video equipment

Word-of-Mouth either professional with a sales person or with family and friends is the core offline information source on audio/video equipment
Initial Research Intensive Research Final Decision

Sales person Friends/ colleagues

44% 30% 23% 22% 21% 19% 11% 11% 8% 6% 5% 30% 20% 24% 16% 15% 8% 9% 12% 6% 7%

57% 16% 0% 27% 4% 4% 0% 0% 0% 2% 3%

45%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Audio&Video equipment within the last 24 months and used offline touch points in the research process: initial research n=143, intensive research n=100, final decision n=112

Offline touch points

Article in newspaper/ magazine Family members Advert in newspaper/ magazine Display in store TV advert Billboard TV program Radio program Radio advert

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Online research funnel: Photo/Video

Comparison and retailer websites are the top online sources for research on photo/video, search engines leading to them are quite strong as well
Initial Research Intensive Research Final Decision

Product or price comparison sites Website of retailer/ distributor Search Engine Consumer reviews on the internet Website of contractor/ brand manufacturer Online blogs/ online forums Video portals (e.g. YouTube) Social networking Newsletter

48% 46% 41% 29% 22% 13% 8% 5% 5%

9% 6% 3% 5%

39% 34% 32% 27% 30%

28% 25% 15% 12% 11% 4% 2% 0% 2%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Photo/Video within the last 24 months and used online touch points in the research process: initial research n=233, intensive research n=189, final decision n=95

Online touch points

26 2 6

Offline research funnel: Photo/Video

WOM is the most important offline source: either professional or with friends/family. In-store displays + print ads contribute for initial research
Initial Research Intensive Research Final Decision

Sales person Friends/ colleagues

44% 35% 29% 26% 23% 13% 9% 7% 6% 5% 2% 9% 7% 6% 5% 3% 7% 10% 20% 30% 23%

57% 14% 25% 0% 4% 2% 2% 0% 2% 0% 0%

51%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Photo/Video within the last 24 months and used offline touch points in the research process: initial research n=190, intensive research n=145, final decision n=177

Offline touch points

Family members Advert in newspaper/ magazine Display in store Article in newspaper/ magazine Radio advert TV advert Billboard TV program Radio program

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Online research funnel: Computer Hardware

Retailer and comparison sites together with search engines are the core online information sources on computer hardware
Initial Research Intensive Research Final Decision

Website of retailer/ distributor Product or price comparison sites Search Engine Consumer reviews on the internet Website of contractor/ brand manufacturer Online blogs/ online forums Newsletter Social networking Video portals (e.g. YouTube)
8% 8% 4% 4% 25% 24%

48% 47% 40%

37% 37% 37% 27% 26% 9% 8% 3% 8%

35% 17% 13% 12% 12% 5% 2% 3% 1%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Computer hardware within the last 24 months and used online touch points in the research process: initial research n=329, intensive research n=257, final decision n=117

Online touch points

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Offline research funnel: Computer Hardware

Both offline research and decision making on computer hardware is strongly influenced by in-store consultancy from sales persons
Initial Research Intensive Research Final Decision

Sales person Friends/ colleagues

51% 39% 30% 20% 15% 13% 8% 6% 4% 4% 3% 5% 3% 9% 8% 7% 30% 25% 14% 10% 17%

54%
17% 24% 3% 2% 1% 0% 0% 2% 0% 1%

49%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Computer hardware within the last 24 months and used offline touch points in the research process: initial research n=235, intensive research n=194, final decision n=212

Offline touch points

Family members Advert in newspaper/ magazine Display in store Article in newspaper/ magazine TV advert Radio advert TV program Billboard Radio program

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Online research funnel: Mobile Devices

Various sources in use for online research on mobile devices retailer and comparison sites as well as search engines are most relevant
Initial Research Intensive Research Final Decision

Website of retailer/ distributor Product or price comparison sites Search Engine Consumer reviews on the internet Website of contractor/ brand manufacturer Newsletter Online blogs/ online forums Video portals (e.g. YouTube) Social networking

43% 42% 41% 32% 28% 8% 7% 5% 3%

4% 6% 5% 3%

33% 37% 36% 29% 28%

21% 24% 14% 12% 20% 1% 5% 2% 0%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Mobile devices within the last 24 months and used online touch points in the research process: initial research n=403, intensive research n=334, final decision n=150

Online touch points

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Offline research funnel: Mobile Devices

Among the offline information sources personal consultancy from sales staff plays an outstanding role throughout the path to purchase for TV sets
Initial Research Intensive Research Final Decision

Sales person Friends/ colleagues

50% 32% 29% 20% 18% 16% 9% 8% 4% 4% 3%

13% 5% 12% 5% 5% 6% 2% 5% 25% 25%

58%

54% 12% 21% 2% 3% 1% 1% 2% 2% 0% 1%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Mobile devices within the last 24 months and used offline touch points in the research process: initial research n=322, intensive research n=276, final decision n=298

Offline touch points

Family members Advert in newspaper/ magazine Display in store Article in newspaper/ magazine TV advert Billboard TV program Radio advert Radio program

3 1

Online research funnel: Home appliances

Search engines play a major role for initial and intensive research on home appliances, for decision-support retailer and comparison sites are strong
Initial Research Intensive Research Final Decision

Website of retailer/ distributor Product or price comparison sites Search Engine Consumer reviews on the internet Website of contractor/ brand manufacturer Online blogs/ online forums Newsletter

49% 45% 42% 24% 20% 6% 5% 4% 3%

6% 4% 4% 1%

35% 40% 36% 26% 24%

28% 27% 12% 13% 9% 4% 2% 4% 0%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Home appliances within the last 24 months and used online touch points in the research process: initial research n=283, intensive research n=219, final decision n=119

Online touch points

Video portals (e.g. YouTube)

Social networking

3 2

Offline research funnel: Home appliances

Professional consultancy is the top source in the offline research process on home appliances, family members impact decision-making
Initial Research Intensive Research Final Decision

Sales person Advert in newspaper/ magazine

29% 23% 21% 20% 15% 7% 4% 4% 3% 3%

46%

61% 15% 16% 14% 13% 11% 5% 3% 4% 1% 4% 7% 4% 2% 0% 0% 0% 1% 1% 6% 28%

52%

Q18: Where did you start informing yourself about the products you purchased in the last 24 months? Q19: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q20: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Home appliances within the last 24 months and used offline touch points in the research process: initial research n=259, intensive research n=204, final decision n=211

Offline touch points

Family members Friends/ colleagues Display in store Article in newspaper/ magazine TV advert Radio advert Billboard TV program Radio program

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Wrap up research behaviour

1 2 3 4

High information needs in the tech vertical: the vast majority of the shoppers research prior to purchase and almost every shopper uses the internet as a research source regardless of category. Online research impacts offline sales: across the board 60% (or more) of the shoppers who researched online made their purchase offline (ROPO effect). Along the path from research to purchase online sources are particularly strong for starting and intensifying research on tech products whereas final decisions are predominantly supported by offline sources. In comparison with offline sources in use for pre-purchase research online information sources are used on a higher level of variety. Among the various online sources retailer websites, comparison sites as well as search engines are predominantly used ahead of other sources such as consumer review or manufacturer sites . Among the offline sources it is primarily in-store consultancy or WOM with friends and family that contributes in the research process. Stationary internet is still the most common device for online research. However, mobile research share already established with about 24% of the online researchers having used a smartphone for researching.
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Summary

35 3 5

Management summary

1 2 3
4 5 6

Online purchase is an established purchase method in the tech vertical with retailer websites being the 2nd most important channel for tech purchases. However, overall offline purchase is still the predominantly chosen purchase method with retailer stores in the lead. Mobile commerce already with significant spread: about one fourth of the onliners who bought tech products online in the past 24 months have already made a purchase via smartphone this equals about 8% of all onliners. Online research highly relevant in all product categories: 8 out of 10 tech shoppers of the past 24 months used the internet for pre-purchase research. For starting and intensifying research on tech products online information sources are clearly first choice and already outpacing offline sources. Online research drives offline sales: across the board 60% (or more) of the shoppers who researched online made their purchase offline (ROPO effect). Search engines are among the top frequently used sources for the actual online research process with Google being clearly the most frequently used search engine. Almost half of the search engine users remember having clicked on ads on search and more than one third made a purchase as a result. Accordingly presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase.
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Source: TNS Infratest