Consumer Barometer - HANDELSVERBAND.swiss

CH

Consumer Barometer Country Report – Switzerland

CH SLIDE

Table of Content Where to find what

Consumer Barometer 2015 Local Report 2

The Multiscreen World -  Internet usage 06-10 -  Devices 11-15 The Smart Shopper -  Research behavior 16-25 -  Purchase behavior 26-31 -  Local shopper 32-35 -  International 36-42 -  Industries 43-89 The Smart Viewer -  Online Video 90-96

CH SLIDE 3 Consumer Barometer 2015 Local Report

What is the Consumer Barometer?

The Consumer Barometer 2015 is a

tool to help you understand how people use the internet.

CH SLIDE

Executive Summary The Top 3 Trends that define Switzerland


The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been

CH SLIDE

The 3 Trends in Switzerland


The future is mobile 81% of the Swiss consumers state that the internet is the first place they look when they need information. 61% use a smartphone to go online while watching TV.

The shopper is an online shopper 75% of all sales – offline and offline – are driven by online research. 2/3 use the internet for getting early inspiration.

Millions of online video views 50% watch YouTube at least weekly and 56% of the Swiss’ prefer online videos 5 minutes or less.

CH SLIDE

The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.

CH SLIDE

Where are the consumers? Online!


8 out of 10

Source: The Connected Consumer Survey 2015 Question: How often do people go online (for personal Internet usage)? Base: Internet users (accessing via computer tablet or smartphone)

of the Swiss consumers are online at least once a day

CH SLIDE

Switzerland is online


Especially consumers under 34 are online often

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone)

80

16 4

Daily Weekly Monthly or less

%

How often do you go online?

92% 91% 80% 79%

68%

8% 9% 20%

21% 32%

Under 25 25-34 35-44 45-54 Over 55 Yes No

Do you go online every day?

CH SLIDE

Why do people go online?


The consumers go online for personal reasons and to look for information

Source: The Connected Consumer Survey 2015 *Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements on a scale from 1 – strongly agree to 5 –strongly disagree. Base: Internet users (accessing via computer tablet or smartphone)

85% use the internet for personal reasons 81% state that the internet is the first place they look for information*

81%

CH SLIDE

People are even online when they’re watching TV


The Swiss consumers go online using their smartphone while watching TV

Source: The Connected Consumer Survey 2015 Question: Do people go online on their devices while watching TV? Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV

Use devices to go online while watching TV

48% 37

32

61

Computer Tablet Smartphone

Which devices do people use to go online while watching TV (%)

CH SLIDE

Switzerland has more screens than ever


There are devices connected to the internet pr. person in Switzerland in 2015. This is an 11% growth from 2013.

Source: The Connected Consumer Survey 2015

3.1 devices pr. person

{

CH SLIDE

7 out of 10 have a smartphone


Source: The Connected Consumer Survey 2015 Base: total online and offline population

38% 84% 72%

Tablet Smartphone Computer

Which devices do people use?

CH SLIDE

How does Switzerland compare?


Source: The Connected Consumer Survey 2015 Base: total online and offline population

of the world have a smartphone

Switzerland has more smartphones than the European average.

97%

87%

85%

83%

44%

Under 25 years

25 - 34 years

35 - 44 years

45-54 years

55 and over

How does the demographics look?

Smartphone usage rate

61%

Which devices do people use?

of the Europeans have a smartphone

CH SLIDE

How do people use their smartphone?


Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)

47%

33%

47% 8%

30% 3%

16%

17% 17%

Use search engines

Visit social networks

Check email

Play games

Watch online videos

Purchase products / services

Look for product information

Look up maps and directions

Listen to music

What online activities do people do on their smartphones at least weekly?

CH SLIDE

Search is mobile


5 out of 10 are using search engines via smartphones at least weekly

…making it crucial for businesses to think mobile.


CH SLIDE

The Smart Shopper Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.


CH SLIDE

Swiss consumers go online when researching for products

Did people do any online or offline research prior to their recent purchase?


are researching online only

55% Research

prior to purchase 17%

CH SLIDE

In which industries are consumers researching online?


Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

Televisions

Personal Loans Ground Travels

Cinema Tickets

Real Estate

Hotel Stays

Laptops

88%

71% 70% 65%

74% 78% 76%

Mobile Phones

71%

Music

65%

Flight Tickets

89%

CH SLIDE

In which industries are consumers researching online? (continued)


* Over-the-counter remedies Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

Clothing & Footwear Car Insurances

Do it yourself

Groceries

42%

26%

59% 46%

Restaurants

30%

Vitamins & OTC* Remedies

30%

Home Furnishings

59%

Make-up

28%

Hair Care

20%

Home appliances

64%

CH SLIDE

How are people researching?


Source: The Consumer Barometer Survey 2015 *found where to buy/found location/made contact Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

39% 46%

29% 32%

Looked for early inspiration

Compared choices online

Sought advice online

Prepared for immediate purchase*

In which part(s) of the purchase process did people use the Internet?

The consumers use the internet to compare choices prior to purchase

What online sources did people use to make a purchase decision?

23% 20%

41%

Brand websites

Retailer websites

Search Engine

CH SLIDE

Online advertising and research is essential


For 52% of the consumers online is the first source of product awareness during pre-purchase research.

39

12 20

9

20

How did people first hear about the product/offer they bought?

Previous experience

Other people

Research

Advertising

Other

% What specific source informed people who first learned

of their purchased product via product research?

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

CH SLIDE

Research leading to a purchase


Search engines are essential in making a purchase decision

42%

Use a search engine to get informed before making a purchase.

42%

23%

20%

10%

7%

Search engine

Brand website

Retail website

Price comparison sites

Online Video

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

CH SLIDE Consumer Barometer 2015 Local Report 23

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Smartphones and product research

23

Which devices did people use for product research? (Smartphone)

Under 25 years

25-34 years

35-44 years

45-54 years

55 and over

48%

33%

18%

12%

6%

CH SLIDE

How are smartphones used for online research?


In which part(s) of the purchase process did people use a smartphone?

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online on a smartphone

39% 33%

27% 25%

Looked for early inspiration

Compared choices online Sought advice online Prepared for immediate purchase

CH SLIDE

People are going mobile, but some issues occur


53% are experiencing issues when accessing websites via their smartphone

And 27% find another website that works better on smartphone

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone

CH SLIDE

34% of the Swiss are online shoppers


34%

66%

Online*

Offline/other

Where did people make their purchase?

Source: The Consumer Barometer Survey 2015 *Online/Email Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)


Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

The Online Customer Journey

55%

Online research

27%

Online purchase

28%

Offline purchase

CH SLIDE

Consumer behavior in different ages

Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone)

Under 25

25-34 years

35-44 years

45-54 years

Over 55 years

Research online Purchase offline

Consumer Barometer 2015 Local Report

22%

29%

31%

29%

25%

26%

24%

28%

32%

33%

Research online Purchase online

CH SLIDE

Consumer behavior in various industries


Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)

23% 21% 33%

78%

2%

25%

66%

5% 25%

19%

36%

50%

14% 11% 23%

38%

22% 22%

46% 51%

Car insurance

Cinema tickets

Clothing & Footwear

Flights (leisure)

Groceries Home appliances

Hotels (leisure)

Make-up Mobile phones

Television

Research online, purchase online

Research online, purchase offline

CH SLIDE

Consumer behavior in various industries (continued)


Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)

15%

55%

7%

26% 27%

57%

27% 34%

3% 10%

31% 23%

13%

33% 37%

8%

45% 41%

26% 20%

Do It Yourself (DIY)

Ground Travel (Long-Distance)

Hair Care Home Furnishings

Laptop Music Personal Loan Real Estate Restaurants Vitamins & OTC Remedies

Purchase online Research Online, purchase offline

CH SLIDE

Easy to find, easy to purchase!


Source: The Consumer Barometer Survey 2015 Question: How many brands were considered before purchase? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories)

5 out of 10 of the consumers only consider 1-2 brands before purchase

…which makes it crucial for the brands to be top of mind


The Local Shopper The consumer purchase journey and the role of the internet for local business

CH SLIDE

Local Behavior


How do people research for local businesses?

57% Researched locally a day or less before visiting.

… and 89% only consider 1-3 local businesses before deciding where to buy.

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

CH SLIDE

Local Shoppers research practical information


44%

50%

37% Business location

What type of local information are the consumers researching?

Business hours

Prices


CH SLIDE

Smartphones and local business


3 out of 10 use a smartphone when looking for local information



The international Shopper The consumer purchase journey and the role of online for international purchases

CH SLIDE

How big is international purchase?


75% of the Swiss consumers

have made an international purchase before

16%

36% 33%

13% 13% 9%

Beauty and health

Books, CDs, DVDs or games

Clothing, accessories

and footwear

Computer hardware

Toys Sport equipment

Which products do people purchase in other countries?

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

CH SLIDE

Why do people purchase products online from foreign countries?


Are willing to accept longer delivery time

29%

3 out 10 buy from foregin countries because they receive an appealing offer

38 38%

22% shop in foregin countries to get a broader selection

Source: The Consumer Barometer Survey 2015 Why did people purchase products online from foreign countries? Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

CH SLIDE

Challenges of international purchase


Many consumers have made an international puchase, but some issues ouccur

3 out of 10 experience issues concerning the website usability

A common issue is that websites doesn’t

offer international shipping

43%

Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad


The Smart Shopper – Car insurance The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Car insurance: Highlights


Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

56%

27% 22%

Compared choices

Got ideas Made contant

36% Researched online before

purchasing offline

How did people use the Internet to help make their purchase decision?

The consumers compare insurance policies online

Online research has a substantial impact on

offline purchases

Search engines is a key driver in online purchase

Did people research or purchase their product online or offline?


45% 33% 28%

Search Engine

Insurer (direct)

Price Comparision

site

CH SLIDE

Car insurance: Highlights


53% are encountering issues accessing

websites via smartphone*

How often do people encounter issues accessing websites via smartphone?

27%

People will find another website that works better

on their smartphone*

What do people do after encountering issues accessing websites via smartphone?

Which devices did people use for product research?

21% are using their smartphone when

researching for car insurance

21%

Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies


The Smart Shopper – Clothing & footwear The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Clothing & footwear: Highlights



79%

21% 15%

Computer Smartphone Tablet


2 out of 10 the consumers use a smartphone to research

clothing & footwear

42% Research online

The consumers conduct online research prior to purchase

What online or offline research did people do prior to their recent purchase?

CH SLIDE

Clothing & footwear: Highlights



29% purchase clothing and footwear on promotion

What motivated people's product purchase?

28% of the consumers, research online and purchase online only


28%

40% of the consumers made their latest purchase online


29%


The Smart Shopper – Cinema tickets The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Cinema tickets: Highlights



21%

50%

Research online, purchased online

Research online, purchased offline


71% of the consumers did online research

1 out of 10 of all purchases are made

via smartphone

Which devices did people use to make their purchase?

The consumers buy cinema tickets online


27%

CH SLIDE

Cinema tickets: Highlights





27%

People will try to find another website that works better




36% are using their smartphone when

researching for cinema tickets


Find another website


The Smart Shopper – Do it yourself The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Do it yourself: Highlights



46% Conduct online research

prior to purchase

The internet has a substantial impact on

purchase

Offline purchases begin online



31%

15% 10%

Research Online / Purchase offline

Research Online / Purchase online

Research offline / Purchase online

CH SLIDE

Do it yourself: Highlights



55%

55% purchase because they had an

urgent need



40% are using the internet for comparing prices


The Smart Shopper – Flights (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Flights (leisure): Highlights



69%

31%

Used Not used


69% use search engines when purchasing flight tickets

Among the consumers

84% buy flight tickets online


#1 89% of the consumers research flight tickets

online


CH SLIDE

Flights (leisure): Highlights



26%

The consumers look for inspiration online

53% of the consumers use airline websites to purchase

flight tickets

In which part(s) of the purchase process did people use the Internet??

On what type of website did people make their online purchase?


53%

26%

Airline Price comparison website

78% of the consumers only research

and purchase online

Looked for early inspiration and made initial discoveries


The Smart Shopper – Groceries The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Groceries: Highlights



36%

28%

Compared prices Got ideas


36% use the Internet to compare prices

2 out of 10 buy their groceries on offer


In Switzerland 27% of the consumers use a smartphone

for online research


27%


The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Ground travel: Highlights




6 out of 10 of the consumers use search engines

for their purchase decision

8 out of 10 research online prior to purchase


55% of people research and purchase

online only


59%


The Smart Shopper – Hair Care The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Hair Care: Highlights


…but 20% research online before making a purchase


44%

The consumers use the internet to compare

products and prices


How many brands did people consider before product purchase?

37% only consider one brand prior

to purchase


Used the internet to make comparisons


The Smart Shopper – Home appliances The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Home appliances: Highlights



3 out of 10 purchases home appliances online


The consumers compare products, prices and features online

before purchase


68%

CH SLIDE

Home appliances: Highlights




1 out of 4 consumers buy home appliances on discount/promotion

The consumers research their purchased

products online


Online determines offline! 38% researched online

before purchasing offline


64% research online

prior to purchase


The Smart Shopper – Home furnishings The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Home furnishings: Highlights



59%

The consumers’ purchases were driven

by online research



Online research effect both online and offline sales

26%

33%

Research online, purchase online

Research online, purchase offline

research online prior to purchase


The Smart Shopper – Hotel (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Hotels (leisure): Highlights




88% research hotels online before purchase

Did people do any online or offline research prior to their recent purchase?

88%

7 out of 10 purchase their hotel stay online


….but what online research are the consumers doing?

29% 44% 34%

Inspiration Compared choices

Looked up reviews

CH SLIDE

Hotels (leisure): Highlights



66%

66% of the consumers research and purchase

online only



Hotel chain websites is the most popular place to purchase hotel stays

31% 35%

Hotel chain Price comparison websites


The Smart Shopper – Laptops The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Laptops: Highlights


…but 65% research online before making a purchase


25%

And 1 out of 4 use a smartphone for doing

online research



25% only consider one brands prior

to purchase



The Smart Shopper – Make-up The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Make-up: Highlights



28%

28% research online prior to purchase



22% of the consumers who makes an In-store purchase research online

prior to purchase

5%

22%

Research online/purchase online

Research online/purchase offline

25% of the consumers only consider one brand

before purchase


CH SLIDE

Make-up: Highlights





27% will try to find another website that works better



37% are researching for make-up on their

smartphone


0 0 / 53%



The Smart Shopper – Mobile phones The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Mobile phones: Highlights



Online research is bigger than

offline research

46%

Offline sales begin online


53% are influenced by search engines when

making a purchase decision



68% 71%

Offline Online

Did online research before making a purchase offline

CH SLIDE

Mobile phones: Highlights



22% are researching using their smartphone


50% are buying their mobile phones on mobile

operators website


50

15

35

Mobile operator Retailer Other

%


The Smart Shopper – Music The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Music: Highlights



65% research online before purchasing

music

What online or offline research did people do prior to their recent purchase.?

78%

1 out of 5 use a smartphone for doing

online research



78% of the consumers are purchasing

music online


The Smart Shopper – Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Personal Loan: Highlights



…and 63% do so via a search engine


74%

…while 3 out of 10 end up making their purchase online

Where did people make their purchase? What online or offline research did people do prior to their recent purchase?

Consumers research online

prior to taking out a loan

Research online


The Smart Shopper – Real Estate The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Real Estate: Highlights



28% use a smartphone For online research

76%

41% of offline real estate sales begin online



Consumers research online

prior to purchasing real estate


Research real estate online prior to purchase


The Smart Shopper – Restaurants The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Restaurants: Highlights



30% use a smartphone for online research

40%

30% of all sales are driven by online

research


When did people start researching their product purchase?

40% of restaurant guests begin researching

an hour or less before making a purchase decision



The Smart Shopper – Television The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Television: Highlights



The consumers use a search engine when making

their purchase decision

How many brands do people consider? What online sources did people use to make a purchase decision?

58%

42%

Used Not used

48% state that they only consider 1-2 brands prior to

purchase

26% off the consumers use a smartphone for

online research


CH SLIDE

Television: Highlights



39%

23%

38%

Retail Department Store Others

51% Researched online before

purchasing offline

Online research has a substantial impact on

offline purchase

The consumers use electronics retailer websites for their online purchases



40% bought their latest TV-set on promotion



The Smart Shopper – Vitamins & OTC remedies The consumer purchase journey and the role of the internet in making their last purchase decision

CH SLIDE

Vitamins & OTC remedies: Highlights



46%

42% researches just moments before

Making their purchase

When did people start researching their product purchase?

In which part(s) of the purchase process did people use the Internet?

The consumers use the internet to compare prices

and products

Compare products/prices online to make a purchase decision

14% use the internet for making their purchase


CH SLIDE

The Smart Viewer Provides insight into people's recent online video use across different devices.


CH SLIDE

The Smart Viewer is a Mobile Viewer


Source: The Connected Consumer Survey 2015 *At least once a month (44%) Base: Internet users (accessing via smartphone)

6 out of 10 Swiss consumers are watching online video on their smartphones*

CH SLIDE

The users watch online video at home and alone


91% of the consumers are watching online video at home

7 out of 10 watch online video alone

Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

CH SLIDE

Why are we watching online video?


18%

25%

32%

51%

To learn something

To pursue a hobby

To relax

To be entertained 5 out of 10 of

the consumers are watching videos because they want to be entertained

What motivated people to watch online videos in the last week?

Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

CH SLIDE

Tomorrow’s TV is Online



60% Of the users are watching Online video every week

What are the users watching?

42% are watching music videos

18% are watching

sport

10% are watching

gaming videos

CH SLIDE

Short videos in the evening


Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session - weekday

How long were the online videos people watched in the last week?

5:00

56% of the consumers watch videos that are 5 minutes or shorter

0% 5%

10% 15% 20% 25% 30% 35% 40% 45% 50%

First thing in the morning

Morning Lunchtime Afternoon Evening Last thing in the evening

Most people are watching online video in the evening

At what time did people watch online video in the last week on a weekday?

CH SLIDE

The Smart Viewer is a Focused Viewer


3 out 10 watch online video content related to their surroundings

68% are focused when

watching online video


CH SLIDE

Methodology Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results.



Consumer Barometer 2015 Methodology

Connected Consumer Survey Population o  Target population: total population (online & offline) 16+ in each country surveyed except:

•  18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan

Sampling o  Random sampling aimed to be representative of the total population ages 16+ in all countries. o  Sample size: n=1,000 in each country surveyed (except India, where n=4,000) Survey administration o  Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI). o  Questionnaires were administered in local language(s) for all countries surveyed o  Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews. Weighting o  Data was weighted according to local Census data Timing o  Enumeration surveys were administered between in Q1 2014 and 2015.


Consumer Barometer 2015 Methodology

Consumer Barometer Survey Population Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except:

•  Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan

Sampling o  Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries o  Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and

smartphone usage to ensure local representativness for the online population

Survey administration o  Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews o  Questionnaires were administered in local language(s) for all countries surveyed o  Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries Weighting o  The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted

Timing o  Consumer Barometer surveys were administered in 2014 and 2015.

CH SLIDE

CONTACTS:

THANK YOU!

100

Consumer Barometer - HANDELSVERBAND.swiss

Documents

Transcript of Consumer Barometer - HANDELSVERBAND.swiss