Digital Reshaping

Consumer Behaviour
prepared for KMBS
Google Consumer
Barometer
 Online 33%

Television 31%

Poster 16%

In store ads 7%
How did people first hear about Magazine
4%
the product / offer they bought? /newspaper
Other 3%

Mail 2%

Email 2%

Radio 1%

Total Respondents: 411

 Online reseach: on brand website 32%

Online reseach: on retailer website 21%

Online video sites 17%

Advice sites/review sites/forums/blogs 14%

Price comparison websites 13%

What online sources did people
Social networks 10%
use to make a purchase decision?
Brand pages on social networks 6%

Other online information source 6%

Online magazines / news sites 5%

Email (eg offers, newsletters) 5%

Auction or classifieds sites 4%

Total Respondents: 3383

 Compared choices online 69%

In which part(s) of the purchase Sought advice online 47%

process did people use the Used the internet to prepare

41%
for immediate purchase
Internet?
Looked for early inspiration and
32%
made initial discoveries online

Total Respondents: 3383

 Computer 90%

Smartphone 18%

Which devices did people use for

Tablet 12%
product research?
Other Internet-
3%
enabled device

Didn't recall device type 0%

Total Respondents: 2462

 Store 51%

Online 37%

Where did people make their Other 5%

purchase?
Phone 4%

Email 2%

Mail 1%

Total Respondents: 3383

 Computer 92%

Smartphone 5%

Which devices did people use to

Tablet 2%
make their purchase?
Other internet-
1%
enabled device

Don't know 0%

Total Respondents: 1372

 Collected from store 58%

How did people receive their Delivered domestically 30%

product? Other 9%

Delivered internationally 3%

Total Respondents: 2127

 Purchased online 37%

What percentage of purchases Researched online before

33%
were driven by online influences? purchasing offline

Online didn't
31%
influence purchase

Total Respondents: 3383

 None of these 61%

Shared purchase experiences

20%
on social network(s)

Posted rewievs /
15%
What did people do online after ratings about the purchase

completing their purchase? Looked for help on set-up

9%
/ product usage

Groceries: looked for help on

1%
product usage

Don't know 0%

Total Respondents: 3383

Did someone or something Yes 44%

trigger people to watch online

No 52%
videos in the past week?

Total Respondents: 2999

 Movies 52%
News and politics 49%
Music 37%

Comedy 28%

Technology and gadgets 18%

Sport 17%

Travel and tourism 15%

TV Shows 16%
What genre of video did people
Personal or home videos 15%
watch in the last week?
Education and schooling 14%

Health, fitness and exersice 14%

How-to / DYI (do it yourself) 14%

Automotive and vehicles 13%

Food, cooking and recipes 13%

Other 13%

Gaming 12%

Beauty and fashion 11%

Total Respondents: 2999

 Bedroom 47%

Living room 29%

In which room did people watch Study / home office 10%

online video in the last week? Kitchen 6%

Other room 6%

Bathroom 0%

Total Respondents: 2530

 Alone 53%

Partner / spouse 25%

With whom did people watch
Family (eg children, parents) 15%
online videos in the last week?
Friends 9%

Colleagues 5%

Other 1%

Total Respondents: 2999

 16-24 94%

Frequency of Internet usage 25-34 80%

Most Internet users in Ukraine go online every day.

35-44 70%
This is true across all age ranges, with 60% of Internet
users 55 or older coming online every day.
45-54 54%

55+ 60%

Base: Internet users (via computer, tablet or smartphone)

 To set an alarm 68%

To take photos 63%

Activities done on a smartphone
To tell the time 62%
Smartphone Internet users in Ukraine use their
smartphones for a range of everyday activities.
To play music 56%

To check the news 42%

To chech the weather 35%

Base: Users of both Internet and smartphones

 Flights for leisure 68%

Hotel for leisure 52%

Large home appliances 49%

Online purchase - flights
TV sets 44%
68% of Ukrainian respondents* made their last leisure
flight purchase online.
Apparel 42%

Cinema Tickets 23%

Car Insurance 10%

Groceries 6%

Base: Internet users | Answering based on a recent purchase (in select categories)
 Compared choices 45%

Role of the Internet in the Sought advice 31%

purchase journey
Prepared for immediate purchase 27%
45% of respondents in Ukraine used the Internet to
compare choices before making their last purchase.
Looked for early inspiration 21%

Other 4%

Base: Internet users | Answering based on a recent purchase (in select categories)
 China 33%

Ukraine 26%

Romania 24%

Brazil 22%
Use of smartphone in the
purchase journey Austria 19%

26% of Ukrainian smartphone users used their device Hungary 18%

during their last purchase.
Poland 18%

Japan 15%

Czech Republick 13%

France 11%

Base: Users of both Internet and smartphone | Based on a recent purchase (in select categories)
 Apparel 24%

Car insurance 44%

Online research prior to offline

purchase Groceries 26%

Ukrainian respondents frequently research online

Large home appliances 31%
and then buy offline - this is particularly the case for
car insurance and cinema tickets.
Cinema tickets 51%

TV sets 38%

Base: Internet users | Answering based on a recent purchase (in select categories)
 Purchase online 42%

What percentage of purchases Researched online before

24%
were driven by online influences? purchasing offline

Clothing & Footwear

Online did not
34%
influence purchase

Total Respondents: 359

 Purchase online 38%

What percentage of purchases Researched online before

23%
were driven by online influences? purchasing offline

Make-up
Online did not
39%
influence purchase

Total Respondents: 359

 Purchase online 68%

What percentage of purchases Researched online before

24%
were driven by online influences? purchasing offline

Flights (leisure)
Online did not
9%
influence purchase

Total Respondents: 359

Consumer
Journey
Класичний шлях споживача
Consumer decision journey

ACTIVE EVALUATION
Criteria: Touchpoints:
Price, Package, Word-of-Mouth Search, Website, Social media

ONGOING EXPOSURE
ICS:
Touchpoints:
Set of brands
Display Media

PURCHASE
POSITIVE POST-PURCHASE EXP. Touchpoints:
Online and offline WOM Store, Website

TRIGGER

NEGATIVE POST-PURCHASE EXPERIENCE

Online and offline WOM
Take Care ! Roman Havrysh
Strategic Director

m: +380 50 462 6664

w: +380 44 240 6664
roman.havrysh@aimbulance.com