27 Sep, 2017
How do consumers shop? (Part2)
Health and beauty
46% of global shoppers prefer to research for health and beauty products online; 33% prefer to research in store. Of those who prefer to research online, 27% like to research using a PC, 11% using a mobile/smartphone and 7% using a tablet.
When it comes to making health and beauty purchases, 47% of global shoppers prefer to purchase in store and 37% prefer to purchase online. Of those who prefer to purchase online, 22% like to shop using a PC, 9% using a mobile/smartphone and 6% using a tablet. 30% of global shoppers are most likely to say they made ‘some' health and beauty purchases online in the last 12 months.
Shoppers in Germany (64%) and Switzerland (58%) prefer to research health and beauty products in store, compared to 19% of shoppers in Japan and 21% of shoppers in China — the highest and lowest percentages respectively. In six countries — Australia, Denmark, Canada, Sweden, the UK and the US — around one-quarter of shoppers do not research this category at all.
When it comes to purchasing Health and Beauty products, Germany and Switzerland shoppers (69%) are most likely to prefer to purchase in store. China (62%), Vietnam (54%) and Thailand (52%) shopper are most likely to purchase via an online channel. Switzerland, Canada and Germany are the countries where shoppers are least likely to purchase health and beauty online.
Shoppers in China and Thailand are most likely to use mobile as their preferred method to shop, whereas shoppers in Vietnam are more likely to shop via PC.
53% of global shoppers favor researching online for their household appliance purchases, while 32% prefer doing their research in store. Of those who prefer to research online, 38% like to research via PC, and 7% each by tablet and mobile/smartphone.
When it comes to buying household appliances, 56% of global shoppers prefer to purchase in store, while 33% prefer online. Of those who purchase online, 23% prefer using a PC, while 5% prefer using a mobile/smart phone and 4% tablet. Just under half of global shoppers have purchased household appliances to some extent in the last 12 months.
Thailand (48%), Philippines (46%) and Middle East (43%) are the countries in which shoppers most prefer to research for household appliances in store. The US is the country in which the largest percentage of shoppers (14%) does not do any research in this category before buying.
When it comes to purchasing household appliances online, Brazil (59%), UK (52%), Poland and Germany (47%) are the countries where shoppers are most likely to purchase via an online channel; the majority of these shoppers preferring to purchase via PC. Australia, Canada and the US are the countries where shoppers are least likely (19%) to buy online. For those countries where shoppers prefer to buy in store, Australia (70%), Canada (69%) and US (68%) score highest in this regard. UK scores lowest, with just 37% of shoppers preferring to buy in store.
Jewellery and watches
43% of global shoppers prefer to research for Jewellery/Watches online, while 33% prefer to do research in store. Of those who research online, 25% like to research via PC, 6% by tablet and 9% by mobile/smartphone. When it comes to making Jewellery/Watch purchases, the majority of global shoppers prefer to make purchases in store (49%) while 32% prefer to purchase online. Of those who purchase online, 19% prefer to do purchase via PC and 7% via mobile/smartphone. Just under a fifth of shoppers globally made most or all of their purchases online in the last 12 months (19%).
Shoppers in Switzerland (45%) and Belgium (44%) — the largest percentages — prefer to do their research for Jewellery/Watches in store. Almost a third of Japanese shoppers (32%) do not research Jewellery/Watches at all. Regarding preferences to purchase Jewellery/Watches, shoppers in Belgium (62%), Switzerland (59%) and South Africa (58%) score highest for preference to purchase in store.
Shoppers in Vietnam (50%), Thailand (48%) and Middle East (46%) are most likely to prefer to purchase this category online. While Vietnamese shoppers prefer to buy via PC, shoppers in Thailand are more likely to purchase via mobile. In the Middle East both PC and mobile are popular. Australia (21%), Belgium (21%) and Switzerland (24%) are the countries least likely to prefer to purchase jewellery and watches online.
Sports equipment and outdoor
47% of global shoppers prefer researching sports equipment/outdoor purchases online and 28% prefer researching in store. Of those who research online, 29% research via PC, 10% via mobile/smartphone and 7% via tablet. When it comes to purchasing sports equipment/outdoor, both online and in store channels are popular with shoppers; 36% of global shoppers prefer to buy online and 44% prefer in store. Of those who prefer to purchase online, 22% like to purchase via PC, and 8% by mobile/smartphone. Just 5% say they prefer to purchase by tablet.
Around half of shoppers had made at least some purchases in this category online in the last 12 months, with 19% saying they made most or all of their sports equipment/outdoor purchases online.
While researching in store was the favored method for Switzerland shoppers (43%), only 16% of UK shoppers say they prefer to research sports equipment/outdoor purchases in store, the highest and lowest respectively among the countries.
Almost a third of shoppers in Russia (31%), Denmark (31%) and Australia (30%) don’t do any research in this category before purchasing. Regarding preference to purchase, shoppers in Switzerland (57%), Belgium (57%) and Canada (55%) are the most likely to purchase in store, whereas Brazil, (33%), UK (31%) and China (23%) are least likely.
When purchasing, shoppers in China (65%), Vietnam (49%) and Brazil (48%) are most likely to purchase sports equipment/outdoor purchases online, while Australia and Canada are least likely, with 23%.
With regards to channel preferences, China is the country where shoppers most prefer to purchases this category via mobile/smartphone. However Brazil (36%), Poland (35%) and Germany (30%) have the highest percentage of shoppers in this category shopping via PC.
45% of global shoppers prefer to research their toy purchases online, while 26% prefer to research in store. Of those who prefer to research online, 28% prefer to use a PC, 10% a mobile/smartphone and 6% like to use a tablet.
When it comes to purchasing toys, both online and in store channels are almost equal in popularity for this category; 39% of global shoppers like to make their toy purchases online, while 37% prefer to purchase in store. Of those who like to purchase online, 24% prefer to use a PC, 8% a mobile/smartphone and 6% a tablet.
20% of global shoppers have made most or all toy purchases online in the last 12 months. Shoppers in the Philippines are the ones that most prefer doing their research for toys in store — 43% - while just 11% of Chinese shoppers and 12% of UK shoppers — the smallest percentages — preferred researching in store.
31% of Chinese shoppers prefer researching toys online via mobile/smartphone — the largest percentage — while Belgium and Denmark have the smallest percentages (3% and 4% respectively) researching this category using a mobile/smartphone. 36% of shoppers in Denmark, US and Sweden do not research this category at all.
Regarding preferences when purchasing, around half of shoppers in the Philippines (52%), Belgium (50%) and Switzerland (49%) prefer to purchase toys in store. China (13%) and UK (22%) are the countries that are least likely to do so.
Shoppers in China (71%), Poland (52%) and Italy and Vietnam (50%) are most likely to shop for Toys online. In China, mobile/smartphone is the channel most frequently used, whereas for Poland, Italy and Vietnam, these purchases are more likely to be made via PC.
Read also: Retail Future, Top 10 Lessons for Retailers, 25 Fastest-growing Apparel Retailers in Europe, Retail and Consumer Products Trends, How do consumers shop (Part 1), Retail and Consumer Products Trends, Five Global Retail Trends 2017, Urban World: The Global Consumers to Watch
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