Understanding the UK Shopper in 2014

Report

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

Shopping Habits

1 2 3

Online shopping is now near universal, with 97% of UK adults claiming to have ever shopped online

At least 20% have ever made a click & collect purchase for electrical & electronic goods, ladieswear and homewares

Being Made in Britain is important to half of UK adults and can influence a quarters purchasing decisions

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

Shopping Centres

1 2 3

Even more UK adults have visited a shopping centre within the past 12 months, compared to 2013

Free Wi-Fi and secure lockers continue to be the two most appealing additional shopping centre services in 2014

Facebook and Twitter use is rising, however, those actively liking or following a shopping centre has declined

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

Spending Habits

1 2 3

Saving money is still a key priority for the majority of UK adults, although this is slightly less so compared to 2013

Almost half of UK adults are planning their shopping trips more carefully

However, similar to 2013, shoppers believe their online spend will increase over the coming year, whilst also believing their shopping centre and designer outlet centre spend will decrease
4 Understanding the UK Shopper in 2014

Base: 1,000 UK adults (18+) Fieldwork: January 2014

SHOPPING HABITS
Base: 1,000 UK adults (18+) Fieldwork: January 2014 5 Understanding the UK Shopper in 2014

In the last 12 months visits to supermarkets appear to be the most consistent; however, shopping online and visits to charity shops show positive net scores
50% - 66% believe their shopping behaviours have been mostly consistent across each of the retail formats ...however...

46% are shopping online more often...

...21% are visiting charity shops more often...

...whilst 21% are visiting designer outlets less often

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

Little variance between the sexes for shopping visits within the past 12 months, however, there are some fluctuations within age

25% of UK 35-44s are visiting charity shops more often

32% and 29% of UK 18-24s are, respectively, visiting supermarkets and high street stores more often

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

97% of UK adults claim to have ever shopped online, up from 90% in 2013
However, 49-57% believe to have spent the same amount across the different product categories Although, males are showing modest positive net scores across books, electrical goods, homewares and sportswear

Food is the only category with a positive balance of those spending more vs. less (28% vs. 20%) across the total sample
Base: 1,000 UK adults (18+) Fieldwork: January 2014 8

The most positive scores are amongst 25-34s and the most negative scores are amongst 45-54s
Understanding the UK Shopper in 2014

Electrical & electronic goods, ladieswear and homewares are the most popular click & collect categories

At least 20% have made a click & collect purchase for

electrical & electronics, ladieswear and homewares

Only 5% have made a click & collect purchase for alcohol

and health & beauty

Ladieswear is most popular amongst 18-24s Electrical & electronics is most popular amongst the 35s+ Homeware is most popular amongst the 55s+

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

The recent showrooming trend appears most popular amongst males and those 25-34s

Almost 70% of UK adults claim to have been showrooming 6% claim to do this regularly and 10% several times in the last year

66% percent of females claim to do this vs. males at 73% 25-34s tend to be most prevalent and over 55s are least prevalent

Showrooming: researching goods in store for later purchase online usually at a lower price
Base: 1,000 UK adults (18+) Fieldwork: January 2014 10 Understanding the UK Shopper in 2014

45% of UK adults believe being green is important to some extent, compared to 42% in 2013
However, only 19% claim they would decide to purchase something because it was or was not green (18% in 2013) Males appear more likely to be influenced than females Across all ages, those aged 55+ appear least likely to be influenced
Base: 1,000 UK adults (18+) Fieldwork: January 2014 11 Understanding the UK Shopper in 2014

40% of UK adults find fairtrade products important to some extent, compared to 36% in 2013

Yet, only 21% make purchase decisions based on the presence of a fairtrade label (20% in 2013) 23% do not know
Base: 1,000 UK adults (18+) Fieldwork: January 2014 12

Those least likely to be influenced are the older age groups, similar to the influence of green

Understanding the UK Shopper in 2014

Made in Britain is important to half of UK adults and can influence a quarters purchasing decisions
50% of adults believe products Made in Britain is important to some extent And the youngest age group is less likely to be influenced than any other

Importance increases as age increases, although this is not a linear relationship

25% claim this would influence a purchasing decision

13

However, males are more likely to be influenced than females

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

SHOPPING CENTRES
Base: 1,000 UK adults (18+) Fieldwork: January 2014 14 Understanding the UK Shopper in 2014

70% of UK adults have visited a shopping centre in the previous month, compared to 65% in 2013
35%
30% 25% 20% 15% 10% 29% have visited a shopping centre in the past week, up from 24% in 2013 More under 25s and over 55s have visited a shopping centre in the past 7 days

Total 18-24s 25-34s 35-44s 45-54s Over 55s

31% of females have visited a shopping centre in the previous month

27% of men have visited a shopping centre in the previous month

5%
0%
In the last 1 - 2 7 days weeks ago 2-4 weeks ago 1-3 months ago 3-6 months ago 6 - 12 Over 12 months months ago ago 15 Never

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Understanding the UK Shopper in 2014

Three or fewer shopping centres appears to be the preferred number of shopping centres to visit in a 12 month period

Over 70% of UK adults have visited three or fewer shopping centres in the last 12 months

12% of UK adults are using more than five different locations, up from 9% in 2013

More over 55s have visited six or more centres than any other age group

Base: 1,000 UK adults (18+) Fieldwork: January 2014

16

Understanding the UK Shopper in 2014

Similar to 2013, free Wi-Fi and secure lockers are the most appealing additional services shopping centres could offer

Free Wi-Fi scores a net appeal rating of +57, even stronger than 2013 (+49)

A GP surgery or medical centre scored only +3 on net appeal, although slightly stronger than 2013 (perhaps linked to recent NHS difficulties) Appeal of a nursery or crche scored a more neutral net rating of +5 Community centres, personal shoppers, job clubs/centres and roving ambassadors all achieved Understanding Shopper in 2014 net appeal scores of -4the orUK below

Secure lockers scores a net appeal rating of +38, again stronger than 2013 (+27), mirroring the continued growth in online shopping

Base: 1,000 UK adults (18+) Fieldwork: January 2014

17

49% of UK adults believe free parking is very important, another 28% believe this is quite important

Amongst 18-24s this is only very important to 31%

However, amongst the over 55s, this rises to 62%

Base: 1,000 UK adults (18+) Fieldwork: January 2014

18

Understanding the UK Shopper in 2014

Similar to 2013, a website is the preferred method of communication from shopping centres to their shoppers
A website as a form of communication from shopping centres to their shoppers scored a net appeal rating of +39 ahead of +38 in 2013 Email, local newspapers and TV all generated similar levels of appeal (+32 to +34)

Local radio ranked next highest (+25), ahead of flyers and posters, which increased in net appeal (+15) vs. 2013 (+6)

Although the ranking appears similar to 2013, the net appeal scores have tended to rise
Base: 1,000 UK adults (18+) Fieldwork: January 2014 19 Understanding the UK Shopper in 2014

Facebook use amongst UK adults appears to have risen since 2013, however, the number of those who actively like any shopping centres has declined
76% of UK adults claim to use Facebook, compared to 66% in 2013

5% of those, actively like any shopping centre, compared to 10% in 2013

Females are more likely to like any shopping centres

Facebook use clearly declines in line with age

Similarly, the proportion of those who like at least one shopping centre declines as age increases
Understanding the UK Shopper in 2014

Base: 1,000 UK adults (18+) Fieldwork: January 2014

20

Similar to Facebook, the use of Twitter has risen amongst UK adults, however, the number of those who follow any shopping centre has also declined
66% of UK adults claim to use Twitter, compared to 55% in 2013

Only 2% of adults follow a particular shopping centre on Twitter, compared to 3% in 2013

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Of those using Twitter, 3% follow at least one shopping centre, compared to 5% in 2013

Twitter use is highest amongst our 18-34s, but thereafter, declines through the age groups

21

Understanding the UK Shopper in 2014

SPENDING HABITS
Base: 1,000 UK adults (18+) Fieldwork: January 2014 22 Understanding the UK Shopper in 2014

Saving money is still a key priority for the majority of UK adults, although slightly less so when compared to 2013
Im more careful with my money 79% of consumers agree to some extent I look for bargains more often
Overall, results are similar to 2013 However, 23% strongly agree they are buying more on the internet compared to 28% in 2013 54% agree they are spending less money compared to 2013s 58%

73% of consumers agree to some extent

I use discount vouchers more often 67% of consumers agree to some extent
Base: 1,000 UK adults (18+) Fieldwork: January 2014 23

Understanding the UK Shopper in 2014

A large proportion of UK adults are still carefully considering their shopping trips
"I tend to browse more now"
"I plan my shopping trips more carefully" "I'm generally shopping less often" "I'm travelling shorter distances to shop" "I go to designer outlets less than before" "I use discount shops less often" "I go to charity shops more often"
17% 34% 37% 9% 3%

15%

33%

40%

9% 3%

Almost half of UK adults plan their shopping trips more carefully

More than 4 out of 10 believe they are travelling shorter distances to shop

18%

32%

32%

15% 3%

15%

29%

40%

12% 4%

17%

20%

48%

11% 5%

6% 11%

41%

28%

13%

12%

18%

25%

18%

17%

37% are shopping in designer outlets less than before

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Agree strongly Agree slightly Neutral Disagree slightly
24

Disagree strongly
Understanding the UK Shopper in 2014

Base: 1,000 UK adults (18+) Fieldwork: January 2014

Similar to 2013, around 50% of UK adults believe their spending has been the same over the last year across a range of 14 product categories
Food has the only positive net score, whilst all others shows a negative net score

2013
Food

2014
net score

+10
Childrens wear

+11
Similar to 2013, women appear to be spending less on individual product categories

-16
Jewellery & gifts

net score

-10

45-54 year olds are more likely to be spending less in each category than any other age group

-38
Fashion accessories

net score

-31

-40

net score

-35
25 Understanding the UK Shopper in 2014

Base: 1,000 UK adults (18+) Fieldwork: January 2014

However, shoppers believe that their online spend will increase over the coming year, whilst shopping centre spend will decrease
10% of UK shoppers predict that they will spend a lot more money on the internet in the coming year, whilst 31% predict they will spend a little more (very similar to 2013) Only 13% believe they will spend less

24% of UK shoppers predict they will spend less in shopping centres over the coming year vs. 19% who predict they will spend more (a smaller gap than 2013)
19% predict they will spend a lot less in designer outlets over the next 12 months and only 3% predict they will spend a lot more Older shoppers appear less confident in their spending over the coming year than the younger groups

A higher proportion of males believe they will be spending more over the coming year across all channels

High street spend remains more stable (similar to 2013)

Base: 1,000 UK adults (18+) Fieldwork: January 2014 26 Understanding the UK Shopper in 2014

To discuss the findings of this report, or to find out how we can help you understand your shoppers better please contact either Paul Latimer or Peter Appleby.
Paul Latimer 07957 653590 ppl@latimerappleby.com Peter Appleby 07973 214630 pda@latimerappleby.com Latimer Appleby Limited Old Steyne House 21-22 Old Steine Brighton BN1 1EL Tel: 01273 648335 www.latimerappleby.com
Base: 1,000 UK adults (18+) Fieldwork: January 2014 27 Understanding the UK Shopper in 2014

APPENDIX
Base: 1,000 UK adults (18+) Fieldwork: January 2014 28 Understanding the UK Shopper in 2014

Methodology & Sample

Methodology
o Online questionnaire delivered to an online panel of 100,000 active members

Sample
o UK sample of 1,000 adults, representative of gender, age and region

Fieldwork dates
o January 2014

Base: 1,000 UK adults (18+) Fieldwork: January 2014

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Understanding the UK Shopper in 2014