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Turkey Tech

Media Touchpoints in the Consumer Path to Purchase
Date: Jan 2012

Agenda
•  Methodology •  Purchase behaviour •  Research behaviour •  Summary

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Methodology - Vertical Deep Dive Tech Turkey
•  Target group: Internet user in Turkey, 18 years and older •  Sample: N=1,000 internet user •  Methodology:
–  Online questionnaire –  Representative weighting by age, gender, education, income, frequency of online access, frequency of online purchase, usage of YouTube

•  Period of analysis:
–  Fieldwork: from November 28th to December 11th 2011 –  Final report: January 6th, 2012

•  Research company: TNS Infratest

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Products under analysis
The following report provides insights on the purchase and research behaviour in different product categories out of the Tech vertical

TV Home appliances

(e.g. LED TV, LCD TV, Plasma TV, etc.)

(e.g. refrigerators, vacuum cleaners, washing machines, cookers, airconditioning, irons, etc.)

Audio & Video equipment

(e.g. audio-systems, home theatre systems, digital dictaphones, MP3 and MP4 players, DVD-players, Blu-ray players, etc.)

(e.g. mobile phones, smartphones, communicators, tablets, etc.)

Mobile devices

Photo/Video

(e.g. digital cameras, camcorders, digital photoframes, etc.)

(e.g. desktop PCs, laptops, printers, etc.)

Computer hardware

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Purchase behaviour

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Shopping in the past
Tech products quite popular among Turkish onliners: on average a respondent purchased 3 products in the past 24 months with mobile devices and computer hardware in the lead
When did you last buy the following products? All respondents
Mobile devices Computer hardware Home appliances TV Photo/Video Audio & Video equipment
24% 17% 10% 10% 18% 22% 21% 19% 72% 69%

17% 12% 7% 7% 6%

9% 12% 9%

14% 12% 16%

18% 41% 39%

59%

On average 3 categories were bought within the last 24 months

9%

5%

14%

11%
Past 6 months

39%
Past 12 months Past 24 months

Past 3 months

Q3: When did you last buy any products out these categories? Past 3 months, past 6 months, past 12 months, past 24 months, past 24 months ago or never? Base (weighted): All respondents n=1,000; answer categories “more than 24 months ago” and “never” not shown 6

Place of last purchase
Buying offline is the most common purchase method – however, online shopping is already established with about 1 out of 5 purchases made via the internet
How did you make your latest purchase? Shoppers of the past 24 months per category
Mobile devices Online Retailer web shop Producer web shop Daily deal sites Online auctions
26% 10% 3% 7% 5% 1%

Photo / Video
24% 8% 9% 6%

TV
22% 10% 5% 3% 2%

Computer hardware
22% 8% 5% 6% 2%

Home appliances
20% 10% 4% 4% 0%

Audio / Video equipment
18% 6% 2% 5% 4%

Offline Store of producers or brands Mass retailer or hypermarket Specialized store or retailer Delivery service

57% 23% 15% 16% 1%

64% 25% 27% 8% 2%

68% 29% 22% 10% 5%
24% 21% 14% 1%

61%

70% 34% 16% 13% 4% 28% 25% 14% 3%

73%

Q4: Thinking about the last time you made a purchase in each of the following product categories. How did you actually purchase? Base (weighted): Shoppers per category: Mobile devices n=720; Photo/Video n=388; TV n=413; Computer hardware n=692; Home appliances n=588; Audio/ Video equipment n=387; answer categories “Other online / Other offline / Don’t know” not shown

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Budget of last purchase
Obviously highest expenses for TV sets: almost half of the TV shoppers spend 1,500 TL or more on the TV sets bought in the past 24 months
How much did you spend on your latest purchase? Shopper of the past 24 months per category
Ø 1,500 TL Ø 988 TL Ø 880 TL Ø 622 TL 4% 2% 6% Ø 390 TL 3% 0% 7% 7% Ø 377 TL 1% 0% 5%

10% 22%
47%

10% 28%

8% 7% 15%

15%

2,000 TL and more 1,500 – 1,999 TL

30%

17% 38%

25% 11% 16% 7% 4%
TV

21% 17% 9% 19%
Computer hardware

1,000 – 1,499 TL 500 – 999 TL 250 – 499 TL Less than 250 TL

15% 23%

32% 50% 17%
Mobile devices Audio/Video equipment

28%

Home appliances

Photo/Video

Q5:And how much money did you approximately spend? Base (weighted): Shopper per category: TV n=413; Computer hardware n=692; Home appliances n=588; Mobile devices n=720; Audio/Video equipment n=387; Photo/Video n=388

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Devices for online purchases
Mobile commerce already with a significant share among Turkish online shoppers: 20% have already purchased via smartphone, 5% via tablet
Which devices have you already used in order to purchase online? Online shoppers of the past 24 months
PC/laptop at home Mobile/smartphone

74%

20%

Laptop/netbook on the go

Tablet PC

17%

5%

Q9: Which of the following devices have you already used in order to make an online purchase? Base (weighted): Online Shoppers n=338

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Shopping within the next 12 months
73% of the Turkish onliners plan to purchase in the tech vertical within the next 12 months and for these online is a favourable purchase option
Do you plan to buy tech products in the next 12 months? All respondents
Mobile devices

How likely is it that you’ll make your purchase online? Purchase intenders
35% 26% 61%

31% 30% 26% 25% 16% 15%
17% don’t plan any tech purchase in the next 12 months; 11% are not decided yet

TV Home appliances Computer hardware Photo/Video Audio & Video equipment

31%

21%

52%

30% 38%

23% 25%

53% 63%

24% 31%

27% 25%

51% 55%

Very likely

Somewhat likely

Q10: Do you plan to buy any products out of the following product categories within the next 12 months?/ Q11: How likely is it that you will make your purchase(s) online? 5-point-scale: (1) Very likely – (5) Very unlikely; Base (weighted): All respondents n=1,000/ Purchase intenders: Mobile devices n=314; TV n=304; Home appliances n=257; Computer hardware n=247; Photo/Video n=165; Audio & Video equipment n=149

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Triggers for purchase
Motives for tech purchases differ per category: e. g replacing old products or aspiring new features is typical for mobile device purchases; buying a product not owned before is most likely for audio & video equipment
Triggers for Purchase Shoppers of the past 24 months per category
0% Replacement of my old product New product to the market I didn’t have this product previously 20% 40% 60% 80% 100%

TV

Audio & Video equipment Photo/Video

Computer hardware
Change of brand

Mobile devices

I looked for new features

Home appliances

Q6: Which of the reasons listed below best represents your motivation for making your latest purchase? Base (weighted): Shoppers per category: TV n=413; Audio/Video equipment n=387; Photo/Video n=388; Computer hardware n=692; Mobile devices n=720; Home appliances n=588; answer categories “Other / No answer” not shown

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Drivers for buying online
Various factors promote online sales with convenience related aspects being most frequently stated
Drivers for buying online - Top 10 All respondents
It is available 24 hours and 7 days a week I can buy products that are not available in my home country Presence of customer reviews from other people Easier to compare prices It is fast and it is a gain of time You can shop from anywhere (e. g. from the office, from home) It is easier to find the products I need Large and complete assortment No need to carry the products Special promotions online
57% 53% 53% 49% 45% 44% 42% 41% 41% 41%

Convenience Assortment Advice Prices/Payment Convenience Convenience Convenience Assortment Convenience Prices/Payment

Q7: What are from your perspective reasons for buying products on the internet? Base (weighted): All respondents n=1,000

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Barriers for buying online
The lack of personal consultancy and physical product experiences are main barriers. Security and trust concerns constrain online as well.
Barriers for buying online - Top 10 All respondents
I appreciate the recommendation and expertise of a salesperson I want to see or touch the products therefore I buy in a store Security concerns in general I don’t want to pay for delivery I don’t trust online payment I always shop with others and appreciate their advice I want to try the product before I buy it It is more complicated to find the products I need I’m used to buy those things in a store I like shopping in a store – it gives me a good feeling
50% 47% 41% 38% 37% 37% 37% 33% 28% 26%

Advice Product Experience Security/Trust Prices/Payment Security/Trust Advice Product Experience Assortment Convenience Product Experience

Q8: What are from your perspective reasons for NOT buying products on the internet? Base (weighted): All respondents n=1,000

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Product promotion online
More than half of the Turkish onliners have already communicated about products on the internet – facebook is the most popular platform
Have you ever promoted a product online? All respondents
Don’t know 11% 40% Liking it on facebook Becoming a fan of a product / brand on facebook Writing a review on a review or comparison site 6% Tweeting the product 6% Following a product / brand on twitter

29% No 35% Yes 54%

15%

Q14: Have you ever promoted a product online by…? Base (weighted): All respondents n=1,000; answer categories “Don’t know” / “None of these” not shown

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Characteristics of an online shop
Designing comprehensive customer services (clear return options and after-sales services) as well as trust building (brand presence, quality seals) are core factors for successful online shops

How important are the following features of online shops for you? All respondents Very important characteristics of online shops
0% 20% 40% 60% 80%

100%

Clear return options Presence of well-known, trustable brands Seals of approval and quality Clear after-sales services Existence of a phone number Free shipping costs There is a physical address in Turkey Speed of delivery Availability of all relevant contact details Usability / ease of use of the website Consumer reviews and comments Wide range of products Availability of special online offers Presence of offline stores nearby Real life recommendations Internet recommendations The local domain name is .tr Fun on the website: presence of videos & games
Q13: How important are the following characteristics of online shops for you? On a 5-point scale from 1-very important to 5-very unimportant. Base (weighted): All respondents n=1,000;

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Wrap up purchase behaviour

1 2 3 4 5

High purchase frequency in the tech vertical: Turkish internet users purchased on average in three tech categories in the past 24 months. Top product categories in this respect are mobile devices and computer hardware. Buying offline is still the predominant purchase method in the tech vertical. However, online purchase is already established as well: across the board about 20% of the tech purchases in the past 24 months were placed on the internet. Online will rise its importance as a sales channel: every second purchase intender considers an online purchase. In the categories mobile devices and computer hardware more than a third of the purchase intenders states that their next purchase is very likely to be an online purchase. Mobile commerce established as well: 1 out of 5 onliners who bought tech products online in the past 24 months have already made a purchase via smartphone – this equals about 7% of all onliners. Enhancing online product experiences and product presentations, giving relevant advice and overcoming security as well as trust issues can contribute in order to further push online as a sales channel.

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Research behaviour

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General research behaviour
Pre-purchase research is relevant for all categories and almost every shopper uses the internet as a research source – regardless of category
Did you research prior to your latest purchase?
Shoppers of the past 24 months

Did you use the internet for pre-purchase research?
Shoppers of the past 24 months

Audio & Video equipment

94%

93%

Mobile devices

93%

90%

Computer hardware

92%

89%

TV

91%

89%

Photo/Video

90%

85%

Home appliances

81%

79%

Base (weighted): Shoppers per category: TV n=413; Audio/Video equipment n=387; Photo/Video n=388; Computer hardware n=692; Mobile devices n=720; Home appliances n=588

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Research online – purchase…?
ROPO effect visible in all analyzed tech categories: the vast majority of the shoppers who researched online made their purchase offline
Did you use the internet for pre-purchase research?
Shoppers of the past 24 months

Where did you buy?

Shoppers who researched online
16%

Audio & Video equipment

93%
22%

74%

Mobile devices

90%
20%

59%

Computer hardware

89%

64% 25% 65% 25% 64% 22% 65%

TV

89%

Photo/Video

85%

Home appliances

79%

Online Offline

Base (weighted): Shoppers of the past 24 months: TV n=413; Audio/Video equipment n=387; Photo/Video n=388; Computer hardware n=692; Mobile devices n=720; Home appliances n=588; Online researchers per category TV n=367; Audio/Video equipment n=362; Photo/Video n=331; Computer hardware n=614; Mobile devices n=652; Home appliances n=464

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Channels online search
Stationary internet is still the dominant channel for researching product information - already 21% of the shoppers who researched online used a mobile or smartphones
Which devices did you use for researching product information online? Shoppers of the past 24 months who researched online

PC/ laptop at home/ at work

Mobile/ smartphone

91%

21%

Laptop/ netbook on the go

Tablet PC

23%

6%

Q20: Which of the following devices did you use for getting product information on the internet? Base (weighted): Shoppers of the past 24 months who researched online n=900

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Research funnel: Online vs. offline search
Online sources are particularly strong for initial and intensive research prior to purchase whereas offline sources dominate decision support
Research funnel Shoppers last 24 months per category
Initial research Computer Hardware
80% 66% 78% 55% 77% 65% 74% 66% 68% 72% 67% 63%

Intensive research
60% 59% 62% 49% 58% 53% 64% 62% 66% 59% 57% 62%

Final decision
34% 44% 29% 50% 31% 49% 37% 42% 27% 49% 29% 50%

Audio & Video equipment Photo/Video Mobile Devices TV Home appliances

online touch points used in the respective stage of research funnel offline touch points used in the respective stage of research funnel
Base: Respondents who purchased in the categories within the last 24 months and used online or offline touch points in the research process; TV n=413; Audio/Video equipment n=387; Photo/Video n=388; Computer hardware n=692; Mobile devices n=720; Home appliances n=588

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Online research funnel: TV
Various online sources are considered for pre-purchase research on TV sets with search engines being clearly the most important source for starting and intensifying research
Initial Research Intensive Research Final Decision

Search Engine

57% 46% 39% 39% 33% 33% 26% 19% 17%
17% 26% 30%

50% 42% 34% 35% 28% 38%

8% 15% 6% 17% 6% 15% 9% 11% 14%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased TV within the last 24 months and used online touch points in the research process: initial research n=281, intensive research n=273, final decision n=112

Online touch points

Consumer reviews on the internet Website of contractor / brand manufacturer Website of a retailer / distributor Product or price comparison sites Online blogs/ online forums Video portals (e.g. YouTube) Newsletter Social networking

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Offline research funnel: TV
In-store advertising and print ads are important sources for starting an offline research – personal advice from family or sales staff drive decisions
Initial Research
46% 41% 40% 35% 32% 27% 27% 27% 14% 12% 9% 13% 15% 22% 20% 19% 35%
0% 0% 4% 5%

Intensive Research
38% 43% 30% 35% 37%

Final Decision

Displays in store Sales clerk Ad in a newspaper / magazine Family members Friends and colleagues Billboard Article in a newspaper / magazine TV advert Radio advert Radio program TV program

13% 29% 1% 31% 2% 4% 12%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased TV within the last 24 months and used offline touch points in the research process: initial research n=298, intensive research n=244, final decision n=201

Offline touch points

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Online research funnel: Audio & video equipment
Retailer websites and search engines are the most popular sources for research start – online blogs and forums gain relevance for intensive research
Initial Research
48% 41% 33% 30% 26% 24% 23% 15% 13%
13% 33% 14% 28% 23% 30% 43%

Intensive Research

Final Decision

Website of a retailer / distributor

38% 38%

13% 6% 17% 14% 12% 18% 11% 8% 1%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Audio&Video equipment within the last 24 months and used online touch points in the research process: initial research n=302, intensive research n=239, final decision n=112

Online touch points

Search Engine Product or price comparison sites Consumer reviews on the internet Online blogs/ online forums Newsletter Website of contractor / brand manufacturer Video portals (e.g. YouTube) Social networking

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Offline research funnel: Audio & video equipment
In-store displays are most likely to serve as a starting point for collecting offline information; for intensive research and decision-making personal and professional consultancy gain relevance
Initial Research Intensive Research Final Decision

Displays in store Friends and colleagues Sales clerk Family members TV program Article in a newspaper / magazine Billboard TV advert Ad in a newspaper / magazine Radio advert Radio program
40% 30% 30% 27% 23% 22% 20% 15% 13% 11%

59% 24%

38%
9%

22%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Audio&Video equipment within the last 24 months and used offline touch points in the research process: initial research n=215, intensive research n=189, final decision n=194

Offline touch points

37% 32% 22% 23% 26% 24% 17% 16% 17%
0% 1% 5% 3% 4% 0% 10%

28% 18%

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Online research funnel: Photo / video
Search engines are by far the most popular source for intensively researching information about Photo/video products on the internet
Initial Research
48% 45% 34% 31% 27% 25% 24% 23% 21%
38% 29% 27% 20% 24% 27% 29%
2% 12% 13% 9%

Intensive Research

Final Decision

Product or price comparison sites

31% 68%
8%

16%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Photo/Video within the last 24 months and used online touch points in the research process: initial research n=299, intensive research n=226, final decision n=121

Online touch points

Search Engine Website of a retailer / distributor Consumer reviews on the internet Online blogs/ online forums Newsletter Social networking Video portals (e.g. YouTube) Website of contractor / brand manufacturer

14% 15% 10%

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Offline research funnel: Photo / video
WOM and in-store displays strong for offline research start, billboard ads impact intensive research; decisions driven by personal advice
Initial Research
48% 43% 42% 35% 25% 25% 21% 19% 18% 17% 11% 24% 19% 25% 30% 23% 19% 39%

Intensive Research
33% 41% 48% 38%

Final Decision

Friends and colleagues Displays in store Sales clerk Family members Ad in a newspaper / magazine TV advert TV program Radio program Billboard Article in a newspaper / magazine Radio advert

14% 12% 29% 28% 1% 7% 0% 0% 1% 3% 5%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Photo/Video within the last 24 months and used offline touch points in the research process: initial research n=252, intensive research n=205, final decision n=191

Offline touch points

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Online research funnel: Computer hardware
Various online touchpoints are used for collecting information on computer hardware with search engines clearly on top in the actual research phases
Initial Research Intensive Research Final Decision

Search Engine

51% 45% 37% 37% 30% 29% 22% 15% 9%
25% 19% 19% 41% 40% 42% 42% 37%

55%

18% 17% 14% 20% 10% 7% 2% 6% 4%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Computer hardware within the last 24 months and used online touch points in the research process: initial research n=551, intensive research n=415, final decision n=234

Online touch points

Website of a retailer / distributor Product or price comparison sites Consumer reviews on the internet Online blogs/ online forums Website of contractor / brand manufacturer Video portals (e.g. YouTube) Social networking Newsletter

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Offline research funnel: Computer hardware
Professional consultancy from the sales staff is the dominant offline source for making purchase decisions on computer hardware
Initial Research Intensive Research Final Decision

Sales clerk Displays in store Family members Friends and colleagues Ad in a newspaper / magazine Article in a newspaper / magazine TV advert Billboard TV program Radio advert Radio program
8% 7%

47% 43% 36% 35% 35% 24% 22% 20% 17% 28%

41% 42%
13% 20% 8% 3% 3% 3% 0% 0% 0% 2%

46%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Computer hardware within the last 24 months and used offline touch points in the research process: initial research n=458, intensive research n=412, final decision n=305

Offline touch points

36% 27% 27% 32% 23% 20% 11% 9%

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Online research funnel: Mobile devices
Search engines are clearly the most popular source for researching online information about mobile devices – ahead of retailer and comparison sites
Initial Research Intensive Research Final Decision

Search Engine

51% 40% 39% 35% 33% 28% 24% 20% 17%

55% 44% 38% 31% 33% 35% 25% 14% 20%

10% 11% 18% 15% 21% 12% 5% 8% 2%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Mobile devices within the last 24 months and used online touch points in the research process: initial research n=531, intensive research n=462, final decision n=264

Online touch points

Website of a retailer / distributor Product or price comparison sites Online blogs/ online forums Consumer reviews on the internet Website of contractor / brand manufacturer Video portals (e.g. YouTube) Newsletter Social networking

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Offline research funnel: Mobile devices
In-store displays serve as important starting points for offline research, sales clerks are top source for intensive research and decision-making
Initial Research Intensive Research Final Decision

Displays in store Sales clerk Friends and colleagues Ad in a newspaper / magazine Family members Billboard Article in a newspaper / magazine TV advert TV program Radio advert Radio program
8% 19% 18% 18% 16% 11% 37% 35% 32% 31%

56%

48% 52% 27% 21% 36% 24% 17% 27% 15% 12% 17% 3% 5% 2% 1% 0% 0% 6% 0%

21% 50%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Mobile devices within the last 24 months and used offline touch points in the research process: initial research n=477, intensive research n=446, final decision n=301

Offline touch points

13%

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Online research funnel: Home appliances
A variety of online sources contributes in the online research process on home appliances with search engines on top in every phase
Initial Research Intensive Research Final Decision

Search Engine

46% 44% 41% 35% 29% 28% 21% 12% 12%
22% 22% 20% 10%

49% 46% 41% 35% 34%

21% 13% 13% 20% 14% 6% 8% 0% 5%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Home appliances within the last 24 months and used online touch points in the research process: initial research n=392, intensive research n=335, final decision n=170

Online touch points

Website of contractor / brand manufacturer Website of a retailer / distributor Consumer reviews on the internet Product or price comparison sites Online blogs/ online forums Video portals (e.g. YouTube) Newsletter Social networking

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Offline research funnel: Home appliances
In-store displays are a core offline source for creating awareness on home appliances, together with sales clerks they impact intensive research and decision-making
Initial Research Intensive Research Final Decision

Displays in store Sales clerk Family members Ad in a newspaper / magazine TV advert Friends and colleagues Article in a newspaper / magazine TV program Billboard Radio program Radio advert
35% 34% 32% 28% 25% 17% 17% 17% 11% 10%

56%

46% 49% 32% 24% 23% 26% 15% 17% 27% 7% 11%
0% 0% 0% 3% 2% 6% 2% 8%

21% 39% 19%

Q21: Where did you start informing yourself about the products you purchased in the last 24 months? Q22: And how did you collect intensive and deeper information about the products you purchased in the last 24 months? Q23: How did you make your final decision (choosing the brand and the product)? Base (weighted): Respondents who purchased Home appliances within the last 24 months and used offline touch points in the research process: initial research n=372, intensive research n=365, final decision n=295

Offline touch points

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Wrap up research behaviour

1 2 3 4 5

High information needs in the tech vertical: the vast majority of the shoppers research prior to purchase and almost every shopper uses the internet as a research source regardless of category. Online research impacts offline sales: in 5 out of 6 categories two thirds of the shoppers who researched online made their purchase offline (ROPO effect). Along the path from research to purchase online sources are particularly strong for starting and intensifying research on tech products whereas final decisions are predominantly supported by offline sources. Among the various online sources search engines have an outstanding position ahead of other sources such as retailer or comparison sites. Among the offline sources in-store displays as well as personal consultancy (either with the sales staff or with family and friends) play a major role in the research process. Stationary internet is still the most common device for online research. However, mobile research share already established with about 20% of the online researchers having used a smartphone for researching.

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Wrap up ad contact & search engine usage

1 2 3 4 5

Multi-channel advertising is most likely to create significant ad contacts in the tech vertical. Online advertising is crucial in this respect with online ads being most frequently recalled in 4 out of 6 categories. Display ads and ads on search engines receive the highest recall shares among the different types of online ads. Online ads impacts buying decisions: More than 20% of those who saw ads on search or ads on video portals state that these ads strongly impacted their buying behaviour. 17% of those who saw and clicked on display ads made a purchase. Search engines as a navigator tool: every second online researcher (true for 5 our of 6 categories) starts on search in order to navigate to relevant sources. Google outpaces all other search engines in terms of general and exclusive usage. Search engine marketing works: every second search engine user remembers having clicked on ads and almost half of these made a purchase afterwards. 45% of the Turkish onliners access the mobile internet with android phones being the most popular smartphone in this respect. Social networking, emailing as well as music related activities are the most frequently used mobile internet activities. Apart from this mobile internet users show a high interest in mobile payment.

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Summary

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Summary

1 2 3 4 5

Online purchase is an established purchase method in the tech vertical: across the board about 20% of the purchases in the past 24 months were placed on the internet. Mobile devices and PC hardware are most likely to have been bought over the internet. However, overall offline is still the dominant purchase method. Online research highly relevant in all product categories: 8 out of 10 tech shoppers used the internet for pre-purchase research. Online research drives offline sales: in 5 out of 6 product categories two third of the shoppers who researched online made their purchase offline (ROPO effect). Among the online research sources search engines have an outstanding position as a navigator tool: they are the most frequently used source for starting and intensifying online research on tech products. Google outpaces all other search engines in terms of general and exclusive usage. Multi-channel advertising (online, tv, print) is most effective for creating ad contacts in the tech vertical. Online advertising is crucial in this respect with online ads being the advertising type most frequently recalled in 4 out of 6 categories. Online ads impacts buying decisions: More than 20% of those who saw ads on search or ads on video portals state that these ads strongly impacted their buying behaviour. Search engine marketing works: half of the search engine users remember having clicked on ads and 45% of these made a purchase afterwards.
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