Pakistan Digital Consumer Study by Google

Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer

November 2013
Agenda
1
Research methodology
The digital consumer...
Spends more time online...
Does research before buying...
Is willing to buy online...
Gets inuenced by ads
Reaching the digital consumer
Research methodology
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
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
33%
33-44
Years
6%
45+
Years
Base: N (All respondents) =1650
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
31%
Married
with kids
Household
23%
Av./month
PKR Income
44,250
Base: N (All respondents) = 1650
The digital consumer..
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?
Base: N (All respondents) = 1650
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?
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?
29%
Streamed
music
26%
Online
education
23%
Online
banking
Base: Those who use a PC or Smartphone to access internet N=1616
Spends more time online..
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
2 hrs
Weekends
Base: All who like to spend
most of their time doing
3 hrs
969
1 hrs
2 hrs
411
1 hrs
1 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........?
2 hrs
2 hrs
31*
*Low base
Does research before buying..
ZMOT is the critical indicator that reects pre-
shopping and information search, before making any

purchase decision
Pre-shopping and
information
gathering
Making the
purchase
(online/oine)
The post
purchase
experience
Online research is an essential part of the digital

consumers 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.
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%
Digital consumers nd online information resources more useful than

oine. 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 oine)
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 oine?
D3b. For reaching the decision on product/services, which information sources did you nd more useful?
Beauty and
Saving/
personal care investment
products
products
390
175
Cars
363
Is willing to buy online..
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 oine?
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?
Apparel
Computers/
tablets
Mobile
phones/
plans
shop once
a month
Travel
Beauty
Portable
electronics
Base: All Respondents (1650)
Gets inuenced by ads.
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 oine
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?
Base: Those who recall online ads (854)
Online ads stimulate further online research. Relevant

and visually engaging ads are particularly impactful
Relevant to what
Im searching for
50%
Used a
search
engine
52%
Clicked
on the
online ad
48%
Visited the
brands
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?
Relevant to my
interests and hobbies
It looks entertaining!
Oers good deals or
discounts
Triggers for
ad clicks
Base: Those who clicked on ads (231)
Reaching the
digital consumer
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
oine
Online users nd 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 inuence consumer
buying behavior. 1 in 2 not only
recall online ads but also act upon
them. Half of them continue their
online research

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Pakistan Digital Consumer Study

A look at the life of the connected Pakistani consumer

The digital consumer...

Spends more time online...

Does research before buying...

Is willing to buy online...

Gets inuenced by ads

Reaching the digital consumer