comeos ecommerce 2013
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E-commerce in België Persconferentie - 6/6/13 – conférence de presse
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Derde e-commerce onderzoek
6.06.13 - 2
• Methodologie identiek: enige representatieve onderzoek in België: 1062 ondervraagden Periode: april Vraag naar koopgedrag nieuwe aankopen (geen tweedehands)
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6.06.13 - 3
1. WIE? 2. HOEVEEL?
3. WAT?
4. WAAROM? 5. HOE?
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6.06.13 - 4
1. WIE? 2. HOEVEEL?
3. WAT?
4. WAAROM? 5. HOE?
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E-commerce groeit
6.06.13 - 5
75 % van internet-
gebruikers kocht al online (+ 8%)
Dat is 59% van de Belgen (+ 7%)
57% van de Belgen deed
dat in de voorbije 12 maanden (+ 11%)
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6
6 Belgen op 10 kochten al online
EVER PURCHASED ONLINE PURCHASED ONLINE LAST YEAR
•Extrapolated to the Belgian population regarding the current internet-population (78%)
BELGIAN POPULATION
ONLINE POPULATION
66% 59%
52% *
2011
46%
67%
52%
2012
58%
45%
2011 2012 2013 2013
57%
70% 75%
59% + 7% + 11%
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Opvallendste stijging: 44 + ers
6.06.13 - 7
2012 2013
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8
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6.06.13 - 9
1. WIE? 2. HOEVEEL?
3. WAT?
4. WAAROM? 5. HOE?
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Q: How frequently do you buy something via the Internet (for personal purposes)?
17% 16%
2011 2012
24%
2013
Aantal mensen dat maandelijks online koopt stijgt met 8%
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Q: How much did you spend online in the past month?
€ 130
€ 163
2011 2012
€ 170
2013
2040 euro per jaar! 2011-2013: + 30%
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Online klant = trouwe klant
52% kocht meer dan 5 keer voeding
89% zal komend jaar weer online
kopen
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6.06.13 - 13
1. WIE? 2. HOEVEEL?
3. WAT?
4. WAAROM? 5. HOE?
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14
WAT kopen klanten online?
N = 1062 / F = None
Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months?
Kleren en schoenen voor het eerst op
1
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15
Evolutie, geen revolutie
Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months?
Vaker gekocht: kleren & schoenen, verzorgingsproduct
en, Farmaceutisch
Sport & speelgoed
Minder gekocht: Tickets events, cd/dvd/games, Digitale muziek
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En HOE VAAK kopen ze dat dan?
Q: Please indicate how often you bought the following new products via the Internet (for personal purposes) in the past 12 months (More than 5 times)
0% 10% 20% 30% 40% 50% 60%
Food
Digital music
Films or TV series in digital format
Prepared food
CD / DVD / Blu-ray / Games
Clothing / shoes
Books
Pharmaceutical products
Telecom
Personal care products
Toys
Boat, plane or train tickets
Cars, motorbikes, bicycles
DIY and garden products
Event tickets
Hotel / Overnight stay
Sports products
Computer, hardware and software
Electronic appliances
Fun fair tickets
Household appliances
Furniture and home decoration
Voeding populairst
bij recurrente aankopen
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6.06.13 - 17
1. WIE? 2. HOEVEEL?
3. WAT?
4. WAAROM? 5. HOE?
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Waarom kopen mensen online?
6.06.13 - 18
Prijs is belangrijkste motivator geworden.
Tijd & gemak blijven algemeen belangrijk.
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6.06.13 - 19
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6.06.13 - 20
Prijs niet altijd belangrijk…
Belangrijk voor electro (55%) en entertainment
(50%)
Bij voeding primeert gemak
(62%) boven prijs (22%)
Met ervaring stijgt aandeel ‘prijs
shoppers’
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6.06.13 - 21
1. WIE? 2. HOEVEEL?
3. WAT?
4. WAAROM? 5. HOE?
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28.09.10 - 22
Hoe betalen en laten leveren?
Betalen • 40 % met kredietkaart (-8%) • 22% online met bankkaart (+8%)
Levering van de bestelling: • 70% wil thuislevering (+10%), 82% wil dat tussen 9 en 6 uur • 26% wil gratis levering, 48% wil tot 7.5 euro betalen
Waar kopen? • 50% verkiest een Belgische website • 70% wil toegang tot back-office voor tracking
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