varier - google marketing: understanding consumers shopping for furniture
TRANSCRIPT
Confidential & Proprietary
VarierUnderstanding consumers shopping for FurnitureNovember 2016 EMIL
SANNINOAgency
Strategist
Confidential & Proprietary
THE PARADOX“Consumers have never been more
connected – but it’s never been harder to connect with them”
- Tom Daly, Group Director, Coca Cola
Confidential + ProprietaryKilde: Consumer Barometer 2016
INTERNET PENETRATION HAS INCREASED SLIGHTLY...
Confidential + ProprietaryKilde: Consumer Barometer 2016
...BUT SMARTPHONE PENETRATION HAS INCREASED A LOT
Confidential + ProprietaryKilde: Consumer Barometer 2016
ON AVERAGE WE HAVE 3.6 DEVICES IN EUROPE
We do not go online. We live online.
Confidential & Proprietary
Mobile Phones
Source: Consumer Barometer 2016
FashionGroceries
Home appliances
Home Furnishing
% R
ESEA
RCH
ED O
NLI
NE
% PURCHASED ONLINE
Hotels Flights
Ground Travel
FURNITURE IS MORE DIGITAL THAN YOU THINK
Personal loans
Confidential & ProprietarySource: Consumer Barometer 2016
% C
HAN
NEL
UTI
LIZA
TIO
N
EUROPEAN FURNITURE SHOPPERS UTILIZE SEARCH – ALSO LOCALLY
Confidential & ProprietarySource: Consumer Barometer 2016
PEOPLE INCREASINGLY SEARCHES FOR FURNITURE
17%
Confidential & ProprietarySource: Consumer Barometer 2016
FURNITURE SHOPPERS RESEARCH BOTH OFFLINE AND ONLINE
65
%ONLINE
69
%OFFLINE
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ONLINEPURCH
ASE
Source: Icelandic Tourist Board 2016
65%
ONLINE
RESEARC
H
26%
OFFLINEPURCHASE
39%
SOMETHING HAS CHANGED...
Confidential & ProprietarySource: Icelandic Tourist Board 2016
69%OFFLINE
RESEARCH 53
% OFFLINEPURCHASE
16%
ONLINEPURCH
ASE
ALSO IN THE OFFLINE WORLD
Confidential & Proprietary
ONLINEPURCH
ASE
Source: Icelandic Tourist Board 2016
65%69%
OFFLINERESEARC
H
ONLINE
RESEARC
H
26%
53% OFFLIN
EPURCHASE
16%
39%
THE PATTERN IS EVER MORE COMPLEX
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MEET RACHEL
Source: Consumer Barometer 2016
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I am only considering 1-3 brands..
52%look for
inspiration online
56%compares
choices online34%
Look for advice online 40%
checked where to buy online
Upper-funnel stuffSort of
mid-funnelWe’re getting there...
Lower-funnel!
Source: Consumer Barometer 2016
THE INTERNET IS AN IMPORTANT PART OF THE DECISION PROCESS
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CONSUMERBAROMETER.COM VISER DATA OM DEN DIGITALE BRUGER
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...OG HAR EN OMFATTENDE METODE BAG SIG
56 300
0100010
COUNTRIES
INTERVIEWSPH. INTERVIEWSPRODUCTCATEGORI
ES
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THANKS!