Digital consumer study by Google
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Google presents a Case Study:Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer in November 2013.
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Digital consumer study by Google
- 1. Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer November 2013
- 2. Agenda 1 Research methodology 2 The digital consumer... 3 Spends more time online... 4 Does research before buying... 5 Is willing to buy online... 6 Gets influenced by ads 7 Reaching the digital consumer Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer
- 4. Research Methodology WHO? WHEN? • Q4 2013 • Fieldwork conducted in October-November 2013 Males & Females Aged 18 and above Users of internet (at least once a week) WHERE? • Islamabad • Lahore • Karachi • Faisalabad • Peshawar • Rawalpindi • Multan HOW? • Online surveys • 1650 consumers surveyed • Length: 30-35 minutes Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer
- 5. Survey Demographics Location Peshawar (1%) Islamabad (6%) Rawalpindi (6%) Gender Faisalabad (4%) Lahore (25%) Multan (5%) 71% Male 29% Female Karachi (42%) Rest of Pakistan (11%) Age 28% 18-25 Years 33% 26-32 Years Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer 33% 33-44 Years 6% 45+ Years Base: N (All respondents) =1650
- 6. Survey Demographics University Employed Full Time 58% 35% 25% Self Employed Student 19% Employed Part Time Matric or below Unemployed / retired 11% Intermediate / diploma 31% Education Housewife 11% 5% 5% Occupation More than 100,00 PKR 80,001 - 100,000 PKR 50,001 - 80,000 PKR 10% 8% 14% 30,001 - 50,000 PKR 20,000 - 30,000 PKR 26% 19% Up to 20,000 PKR 44% Single 25% Married without kids Pakistan Digital Consumer Study 31% Married with kids Household A look at the life of the connected Pakistani consumer 23% Av./month PKR Income 44,250 Base: N (All respondents) = 1650
- 8. High household ownership of personal computers (PCs) among online users. Mobile devices are gaining momentum among the online users. 93% own a pc at home 45% own a smartphone or tablet 12% have mobile as primary device Household Ownership 76% 68% 41% 30% Primary Device 44% 39% 8% 4% A1. How many do you or/and someone else own in your household? Which device is primarily used in the household? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer Base: N (All respondents) = 1650
- 9. PCs are the primary device for accessing the internet but mobile devices are gaining momentum 73% use feature phone 66% use tablets 90% use PC to access the internet daily 77% use smartphones Base: Those who use devices to access internet (N)PCs = 1534; Base: Those who use devices to access internet (N) Smartphones=775; Tablets=588; Feature mobile phones=833 S5. How frequently do you use internet with one or some of these devices? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer
- 10. Social networking, email and search are the 3 most frequent online activities 56% 52% 47% 35% 35% Social Email Networking (FB, Google+ etc.) General Search Streamed TV shows/movies 35% General News B6. Which of the following activities do you normally do online on daily or weekly basis for personal use? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer 29% Streamed music 26% Online education 23% Online banking Base: Those who use a PC or Smartphone to access internet N=1616
- 11. Spends more time online..
- 12. Consumers spend more time on the internet than on any other type of media. It is also where they like to spend most of their personal time. Use the internet Read newspaper Watch TV On a typical day.. 69% Like to spend most time doing 59% 42% 25% 25% 6% Read magazines 24% 7% Listen to radio 9% 2% Base: All Respondents (1650) Average time spent on... Weekdays 2¼ hrs Weekends Base: All who like to spend most of their time doing 3 hrs 969 1¾ hrs 2½ hrs 411 1½ hrs 1¾ hrs 2 hrs 2 hrs 98 111 C1. On a typical day, which of the following activities do you normally do? And among these activities, which one do you like to spend most of your time on? B4/C2. On an average, how much time in total, would you say you spend daily........? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer 2 hrs 2 hrs 31* *Low base
- 13. Does research before buying..
- 14. ZMOT is the critical indicator that reflects pre- shopping and information search, before making any purchase decision Pre-‐shopping and information gathering Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer Making the purchase (online/offline) The post purchase experience
- 15. Online research is an essential part of the digital consumer’s decision to make purchase Stimulation Self / family/ friends 48% Radio 11% 4% Base: N (All respondents) =1650 D1. Choose the relevant sources of information you use for following activities. Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer 4% 44% 30% 64% 13% Buying decision 26% 36% 48% Internet Compare and evaluate 24% 45% TV Print Gather more information 29% 67% 14% 3% 57% 15% 4%
- 16. Digital consumers find online information resources more useful than offline. ZMOT indicates that the majority of digital consumers do product / services research before they decide to buy Online resources are more useful 66% 73% 68% 67% 60% 56% 52% 66% 61% 84% 76% 76% 73% 72% 72% 71% 70% 68% Computers/ tablets Mobile phones Telecommunication services Travel Baby care products Luxury goods 447 186 325 537 195 309 ZMOT The duration of ZMOT varies from few hours to few weeks before purchase Base: All who purchased in P2M (online or offline) D3a. When did you reach the decision on which product/service to buy? D2. Which of following products / services have you bought in last 2 months? Did you buy these online or offline? D3b. For reaching the decision on product/services, which information sources did you find more useful? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer Beauty and Saving/ personal care investment products products 390 175 Cars 363
- 17. Is willing to buy online..
- 18. Insurance Products recently bought online Movies/ event tickets Travel Mobile phones/ plans Luxury goods Products they consider buying in the future 38% shop online at least once a year The average online shopper spends PKR 22,900 per year* 18% * weighted average D2. Which of following products / services have you bought in last 2 months? Did you buy these online or offline? D10. How frequently you shop on the Internet? D11. How much do you think is your average annual value of online shopping? D13. Why have you not purchased any of the products online? A look at the life of the connected Pakistani consumer Apparel Computers/ tablets Mobile phones/ plans shop once a month Pakistan Digital Consumer Study Travel Beauty Portable electronics Base: All Respondents (1650)
- 19. Gets influenced by ads.
- 20. There is a high top of mind recall for online ads. 2 in 3 digital consumers did further research after seeing an online ad 16% researched further offline 52% researched further online 52% 32% bought the product recall seeing online ads for products they researched Base: All respondents (1650) Action taken after seeing an online ad E1. Thinking of the products/services you researched online, do you recall seeing online advertisements for those product/services? E2: After seeing the online advertisements, what action did you take? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer Base: Those who recall online ads (854)
- 21. Online ads stimulate further online research. Relevant and visually engaging ads are particularly impactful Relevant to what I’m searching for 50% Used a search engine 52% Clicked on the online ad 48% Visited the brand’s website 38% Visited product review sites Those who researched further online Base: Those who researched further online (442) E3: After seeing the online advertisements, what action did you take? E4. What typically makes you click on such ads? Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer Relevant to my interests and hobbies It looks entertaining! Offers good deals or discounts Triggers for ad clicks Base: Those who clicked on ads (231)
- 23. Reaching the digital consumer Our nation is a connected society. Internet users own and use more than one device to access the internet daily. Adoption of smartphones and tablets will further boost online activity The internet is a catalyst for changing consumer behavior. It is extensively used by the digital consumer for researching products and services before buying. Online sources are seen as much more useful than offline Online users find the internet engaging – they spend more time on the internet than any other media. 2 in 5 have shopped online and are willing to buy more in the future. Communication and entertainment are key online activities Relevant and engaging ads stimulate and influence consumer buying behavior. 1 in 2 not only recall online ads but also act upon them. Half of them continue their online research Pakistan Digital Consumer Study A look at the life of the connected Pakistani consumer