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									GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL   March 2010




Media Efficiency Panel Project
Research Online, Purchase Offline (ROPO)
The role of the internet in the decision process for mobile & DSL
GfK Panel Services
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL   March 2010




Agenda


1. Methodology and Objective

2. Results

3. Key Findings
GfK Consumer Tracking    Research Online, Purchase Offline (ROPO) – Mobile & DSL                         March 2010


Project Overview & Key Objective

                                                                                                                      3




                            The role of the internet in the decision process
                                      for mobile & DSL contracts

                                             Single Source Data
                        Clickstream                                          Questionnaire
           • Internet usage behaviour in private                • Primary research among panelists of
             households in Germany                                MEP
           • Source: Media Efficiency Panel (MEP)               • Source: Media Efficiency Panel (MEP)




             → How does the research process looks like for consumers
                who sign a mobile or DSL contract online or offline?
GfK Consumer Tracking    Research Online, Purchase Offline (ROPO) – Mobile & DSL                     March 2010


Research Elements

                                                                                                                  4

  Clickstream
  –    Source: Media Efficiency Panel (MEP) by GfK, representative for online population
  –    N= 16,022 panelists (with ongoing online measurement from July – Oct 2009)
  –    Measurement of online behavior:
                – Panelists installed browser plug-in on all home PCs to capture individual
                  traffic: Log-in screen when browser is launched.
                – Plug-in captures visits, page impressions, keywords & ad impressions/ clicks
                  (display & search)


  Questionnaire
  –    Survey (DSL & mobile & contracts) among panelists in cw 48/49 2009 (N= 23,887)
  –    thereof 275 DSL-buyers and 801 mobile buyers with purchase from July – Oct 2009
       and ongoing online measurement up to 12 weeks before purchase


   4                                                                               19 October 2010
GfK Consumer Tracking       Research Online, Purchase Offline (ROPO) – Mobile & DSL                                   March 2010


Definition Online Research

                                                                                                                                   5

   –    Analysis of online research process is based on observational data
   –    Definition Online Research: A consumer visited at least one relevant websites
        and/ or entered at least one relevant keyword at home


                                                   Research
                                                    online



                               Search                                       Website


   –    Basis: 3,625 search terms, defined by iProspect,          –    Basis: 554 websites, defined by project team
        Vodafone, Google and GfK
                                                                  –    Whitelist included telecommunication only sites
   –    Exact, phrase & broad match to keywords that                   (e.g. eplus.de) as well as more general websites
        panelists entered                                              (e.g. amazon.de)
   –    Manual review by Google team to delete wrong              –    To exclude non-telco sub-domains site title of
        keywords (e.g. eplus: “netzabdeckung eplus”                    general websites were scanned with keyword list
        ok., “nikeplus” or “sofortrenteplus” excluded)                 (e.g. exclude amazon.de/bücher)
   5                                                                                  19 October 2010
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL   March 2010




Agenda


1. Methodology and Objective

2. Results

3. Key Findings
    GfK Consumer Tracking                        Research Online, Purchase Offline (ROPO) – Mobile & DSL                                                      March 2010

    Internet is main source of information in both product categories,
    mobile and broadband. Approx. 1 offline source is used.
    Base: mobile buyer, DSL buyer
                                                                                                                                                                             7

                                                                    Sources for Information

                                           Mobile Buyer                                                                       DSL Buyer
                             internet*                                          59%                              internet*                                       49%
              shop of the net operator                       28%                                 shop of internet provider                  19%
                     friends/ relatives               18%                                                friends/ relatives                   26%
     article in newspaper/ magazine              9%                                        article in newspaper/ magazine            11%
       others in the same household             8%                                           others in the same household       5%
Requested information from operator         5%                                        Requested information from provider             12%
                                                                   Ø 1.5                                                                                 Ø 1.6
                 called a net operator      5%                                                   called a internet provider           12%
                                                                  sources                                                                               sources
         Ad in newspaper/ magazine          5%                                                Ad in newspaper/ magazine         7%
         Mailing from a net operator        4%                                                Mailing from a net operator           10%
                            Radio/ TV      3%                                                                   Radio/ TV       5%
                  company/ employer        2%                                                        company / employer        2%
        sales staff of a net operator      1%                                                sales staff of a net operator     2%
                                      0%        10%   20%   30%    40%   50%   60%                                        0%    10%    20%        30%   40%     50%    60%




          7       Base: Mobile buyer, DSL buyer                                                                  19 October 2010
                  * “internet” is based on observational data,
                  other sources based on survey data
GfK Consumer Tracking             Research Online, Purchase Offline (ROPO) – Mobile & DSL                                     March 2010

Approx. one third of internet users report that the contract was
signed online.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                           8

                                                           Sales Channel



                      Mobile Contract                                                          DSL Contract


                   online                                                                   online
                               31%                                                                    36%




                                     69%                                                                      64%


                                             offline                                                                offline




   8     Base: Mobile buyer, DSL buyer with internet                                        19 October 2010
         access at home
GfK Consumer Tracking                       Research Online, Purchase Offline (ROPO) – Mobile & DSL                                  March 2010

31% of all contracts were made online. For another 37% consumers
researched online first before signing the contract offline.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                                  9

                                               Research Online, Purchase Offline (ROPO)

                                                     Research…

 Mobile Buyer
                                               Online                  Offline




                                                                                                 31% online conversions: Todays
  Purchase...




                         Online                  22%                     9%
                                                                                                 basis for online marketing


                                                 37%                     32%                     59% of contracts: pure online
                        Offline
                                                                                                 conversions plus ROPO contracts are
                                                                                                 more appropriate basis to reflect the
                                                                                                 full value of online marketing
      9         Mobile Buyers/DSL buyers, internet population,   Please note. Consumers with at least one          19 October 2010
                research up to 12 weeks before purchase,         relevant website visit and/ or search query are
                considering a 30-day-Black-out-Period            assigned to “research online”
GfK Consumer Tracking                       Research Online, Purchase Offline (ROPO) – Mobile & DSL                                              March 2010

37% of mobile & 29% DSL buyers research online before buying
offline; the internet is more impactful than the online sales suggest.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                                              10

                                               Research Online, Purchase Offline (ROPO)

                                                     Research…                                                                           Research…

 Mobile Buyer                                                                                    DSL Buyer
                                               Online                  Offline                                                         Online   Offline




                                                                                                Purchase...
  Purchase...




                         Online                  22%                     9%                                        Online               20%     16%



                        Offline                  37%                     32%                                   Offline                  29%     35%



    10          Mobile Buyers/DSL buyers, internet population,   Please note. Consumers with at least one            19 October 2010
                research up to 12 weeks before purchase,         relevant website visit and/ or search query are
                considering a 30-day-Black-out-Period            assigned to “research online”
GfK Consumer Tracking                       Research Online, Purchase Offline (ROPO) – Mobile & DSL                                              March 2010

Among post paid contracts the share of ROPO consumers is even
higher. The ROPO segment is also the most valuable one (+16%).
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                                              11

                                               Research Online, Purchase Offline (ROPO)

                                                     Research…                                                                           Research…

 Mobile Buyer                                                                                  Mobile Buyer
 Post paid - %                                 Online                  Offline                 Post paid - ARPU                        Online   Offline



                                                                                                                                       Index:   Index:


                                                                                                Purchase...
  Purchase...




                         Online                  26%                       8%                                      Online
                                                                                                                                         90       79


                                                                                                                                       Index:   Index:
                        Offline                  41%                     25%                                   Offline
                                                                                                                                        116       91



    11          Mobile Buyers/DSL buyers, internet population,   Please note. Consumers with at least one            19 October 2010
                research up to 12 weeks before purchase,         relevant website visit and/ or search query are
                considering a 30-day-Black-out-Period            assigned to “research online”
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                                   March 2010

The average online research process takes approx. 6 weeks (same
for mobile & DSL).
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                          12

                                              Online Research Process: Duration


                         Mobile Buyer                                                              DSL Buyer



                              Ø 44 days                   41%                                     Ø 40 days
                                                                                                                            35%

                                                                               24%                               22%
                                             22%
       19%                19%                                                                   18%




   1-2 weeks         3-4 weeks           5-8 weeks 9-12 weeks              1-2 weeks         3-4 weeks         5-8 weeks 9-12 weeks




  12   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                               March 2010

Pure online decision process is slightly longer than process of
consumers who research online and purchase offline.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                      13

                                              Online Research Process: Duration


                     Mobile - Ø in days                                                         DSL - Ø in days

                                                            48
            44                                                                                                          43
                                      42                                            40                         38




       All buyers                  ROPO                 pure online            All buyers                 ROPO      pure online




  13   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                           March 2010

Approx. ½ of mobile and DSL consumers use a search engine in the
decision process.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                  14

                              Online Research Process: Websites & Searches


                         Mobile Buyer                                                           DSL Buyer

              59%                   57%
                                                                                  49%                 48%



                                                        31%
                                                                                                               23%




                                        Research online         Website visit        Search engine usage


  14   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                                                           March 2010

Mobile buyers visited 4.2 websites, DSL buyers 3.2. Data for mobile
confirms that decision is made based on price or hardware.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                                                       15
                                                         Ø number of unique domains visited                number of unique domains visited
                                                                                                                0           1           2           3-4          5+
 Mobile Buyer
                                                              Total                              4,2            29%             18%         25%            28%

                                                                                                                                                                  4%
                                                             Brand            1,3                               30%                   40%            16%
                                                                                                                                                               10%
                               visit a relevant
                               website up to               Generic                        2,6             10%         32%               23%         19%        16%
                   57,2%       12 weeks before                                                                                                                    4%
                               purchase                  Hardware        1,0                                          51%                     27%         10%
                                                                                                                                                                7%

                                                  Price Comparison            1,3                                     50%                     28%         9%


                                                              Tarif      1,0                                          52%                     26%              10%
                                                                                                                                                                  3%



 DSL Buyer                                                   Total                              3,2
                                                                                                                0           1           2           3-4          5+
                                                                                                                37%                   21%         21%       20%
                                                                                                                39%                   22%           10%    18%
                                                            Brand                   1,5                      26%                 36%              20%      12% 6%
                                                                                                            27%                   41%              18%
                              visit a relevant
                                                          Generic                         2,1             10%              47%               15%      19%   9%
                              website upto                                                               10%                                15%         7% 9%
                   48,0%      12 weeks before
                                                        Hardware         0,9                                         45%                     37%           6% 11%
                              purchase                                                                              45%                     37%

                                                  Price comparison      0,6                                            60%                         28%          8%
                                                                                                                                                               8% 2%
                                                                                                                      60%                         28%

                                                             Tarif     0,6                                             60%
                                                                                                                      60%
                                                                                                                                                   28%
                                                                                                                                                  28%
                                                                                                                                                                  3%




  15   Mobile Buyers/DSL buyers, internet population,                                             19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                                March 2010

Differences across segments are rather small concerning usage of
(unique) websites.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                       16

                                           Online Research Process: Websites


                    Mobile - Ø Websites                                                       DSL - Ø Websites




                                                            5,2
           4,2                       3,6                                                                                 4,2
                                                                                   3,2                         2,5


       All buyers                  ROPO                 pure online            All buyers                 ROPO       pure online




  16   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                                                   March 2010

On average mobile buyers made 15.5 search queries while DSL
buyers enter 7.8 search queries.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                                               17
                                                        Ø number of search queries                    number of search queries
                                                                                                         0           1          2           3-4         5+
 Mobile Buyer
                                                              Total                       15,5         18%     13%       16%               53%


                                                             Brand      2,1                                      59%                  13% 7% 9% 13%

                                search for relevant        Generic                  8,0                  28%         15% 11%         18%          28%
                   31,0%        keywords up to 12
                               weeks before purchase     Hardware                  6,8                         46%              11% 7%7%          30%

                                                                                                                                                     2%
                                                 Price comparison     0,5                                                  91%
                                                                                                                                                    3%

                                                                                                                           94%                          2%
                                                              Tarif   0,4
                                                                                                                                                          2%



 DSL Buyer                                                    Total                 7,8
                                                                                                          0          1          2           3-4         5+
                                                                                                        22%      16%           24%            38%

                                                             Brand          3,0                                46%                   29%      13%        8%
                                                                                                                                                    5%

                               search for relevant         Generic           3,8                         30%         14% 11%          19%         25%
                               keywords up to 12
                   22,9%      weeks before purchase      Hardware      1,2                                           75%                       5% 6%
                                                                                                                                             8% 6%

                                                 Price comparison     0,3                                                 84%
                                                                                                                                                   8%
                                                                                                                                                     2%


                                                              Tarif   0,2                                                  92%                          5%
                                                                                                                                                          2%



  17   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                              March 2010

Almost 50% of those who research online and purchase offline
(ROPO) use a search engine during the decision process.
Base: mobile buyer, DSL buyer with internet access
                                                                                                                                     18

                              Online Research Process: Search Engine Usage


                        Mobile – Search                                                            DSL – Search
                         Engine Usage                                                              Engine Usage

                                                        60%

                                                                                                                  48%
                    47%                                                                      45%




                  ROPO                           pure online                             ROPO                  pure online




  18   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking              Research Online, Purchase Offline (ROPO) – Mobile & DSL                               March 2010

Users who research online & purchase offline enter a high number of
queries during the process, esp. when researching for mobile.
Base: mobile buyer, DSL buyer with search engine usage
                                                                                                                                      19

                                    Online Research Process: Search Queries


                      Mobile - Ø Queries                                                        DSL - Ø Queries


                                                        19,9



                    12,1                                                                                          11,5



                                                                                             4,9



                  ROPO                             pure online                               ROPO              pure online




  19   Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
       research up to 12 weeks before purchase,
       considering a 30-day-Black-out-Period
GfK Consumer Tracking               Research Online, Purchase Offline (ROPO) – Mobile & DSL                                       March 2010

Generic search terms dominate the research process. As DSL is less
complex users start with generic search before entering brands.
Base: mobile buyer, DSL buyer with search engine usage
                                                                                                                                               20

                                     Online Research Process: Search Queries

                             Mobile Buyer                                                                       DSL Buyer

 %                                                                                 %
   100%                                                                            100%
                 14%                   9%                   14%         brand
                                                                                                 19%

     80%                                                                           80%
                                                                                                 14%                49%            49%
                                      39%
                 36%
                                                            45%         hardware
     60%                                                                           60%



     40%                                                                           40%
                                                                                                                    15%            17%
                                                                                                 67%
                 50%                  52%
     20%                                                    41%         generic    20%
                                                                                                                    35%            34%


       0%                                                                              0%
              1st third of         2nd third of          3rd third of                         1st third of       2nd third of   3rd third of
               process               process               process                             process             process        process




  20    Mobile Buyers/DSL buyers, internet population,                                        19 October 2010
        research up to 12 weeks before purchase,
        considering a 30-day-Black-out-Period
GfK Consumer Tracking                Research Online, Purchase Offline (ROPO) – Mobile & DSL                                                     March 2010


For both products, mobile and DSL, online touchpoints dominate the
research process - but media mix often is focused on offline media.
                                                                                                                                                              21




    Touchpoints* Mobile Decision Process                                                        Touchpoints* DSL Decision Process
   (1.5 contacts per offline source, 4.2 online (=number of                                  (1.5 contacts per offline source, 3.2 online (=number of
                      unique websites))                                                                         unique websites))


                                                                                                             internet



       internet

                                                                                                                                           offline
                                                                                                                                     (e.g. call centre,
                                                        offline                                                                      shop, friend, TV,
                                                  (e.g. call centre,                                                                 magazines etc.)
                                                 shop, friends, TV,
                                                  magazines etc.)

        search
                                                                                                    search




  21      * assumption: 1.5 contacts per offline touchpoints. Online. 4.2 (=# of unique websites)            19 October 2010
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL   March 2010




Agenda


1. Methodology and Objective

2. Results

3. Key Findings
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL          March 2010


Key question for today’s marketing mix: Is the media mix following
the touchpoints in the consumer decision making process?
                                                                                                      23




                                                      word of mouth
                                     websites
                                                 search engine             shop
                              call centre

                                                                                  sign mobile
                                       active research for info                     contract




                                  passive exposure to ATL media

  23
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL          March 2010



Key Results
                                                                                                      24



 While CPO for online marketing focuses on online conversions only, the ROPO effect
 suggests that offline effects of online media need to be considered as well: 37% of
 consumers who sign a mobile contract and 29% of DSL sign-ups have research online,
 before signing the contract offline.

The online research process of the ROPO segment and the consumers who convert
online is similar. The intensity of the research process (duration, websites visited, search
queries) is higher for online buyers - but the internet is the most important information source
for ROPO consumers as well.

With a net reach of 31% resp. 23% search engines are among the leading websites
within the decision process for telecommunication products. For both products, mobile and
DSL, generic keywords play an important role. During the research process for broadband
access users are starting with a generic term and enter branded queries rather at the end.

Due to the intense online research process by online and offline (ROPO) buyers the majority
of brand touchpoints are online. In order to follow the consumer journey advertisers
should therefore carefully review their media strategy which is often very offline centric.
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL   March 2010




     Thank You!
GfK Consumer Tracking   Research Online, Purchase Offline (ROPO) – Mobile & DSL   March 2010




  Your contacts at GfK:


  Karlheinz Seidl
  Senior Specialist
  +49 911 395-31 41
  karlheinz.seidl@gfk.com


  Dr. Christoph Tillmanns
  Research Manager
  +49 911 395-21 21
  christoph.tillmanns@gfk.com

								
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