digital barometer travel, finance and cars

IAB Barometers 08-09Travel, Finance & Cars

2IAB Breakfast – Travel, Finance and Cars – 10/02/09© In

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Methodology

Online survey

RFP

1.000 Belgians 15-65

Representative online population

Data: September 08


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Travel


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Visited websitesSatisfaction: 6,6/10

3.140.000


3.688.000

Role of the Internet | Travel

Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

6.800.000 Belgians (15-65)

4.624.000 Belgian surfers

(15-65)

3.376.000 Belgian DMU surfers (15-65),

responsible for the purchaseof trips / travel products

68%

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof trips / travel products

72%

81%

Purchased onlinepast 6 months

911.000

No purchase online past 6 months

2.229.000


1.365.000


2.323.000

Repurchase intention online next 6 months

647.000

Purchase intention online next 6 months

401.000


914.000


511.000

73%

29%

71%

71%

18%

93% 93%

37% 63%

67% 22%

2007 Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

2008


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Buying cycle phases | Model

Exploration Phase

Comparison Phase

Product and Brand Choice Phase

Purchase Decision

Phase

This section deals with the phase in the purchase process during which you gathered information in

order to learn more about the product or service. It is the situation where you became aware of your desire to purchase trips / travel products. In this phase it is useful to get to know the products/brands and their features. You then consider a number of products

which, at first sight, meet your requirements

In this phase of the purchase process you select a number of alternatives that you would genuinely

consider for your purchase and you look up specific information on concrete product features. In other

words, this phase is a detailed selection of alternatives based on your very specific needs and desires. As a result, you may develop certain preferences in this

phase.

The actual decision and the choice of a specific brand is the next phase in the purchase process. After narrowing down the selection and the development of preferences in the previous

phase, the customer finally goes for one of the remaining alternatives. The choice can be based on the brand, the location where one would like to make the purchase, the

timing of the purchase, the payment, etc. In other words, this phase is the moment when you make your final decision to make an actual purchase, to buy a specific product from a

certain brand

This phase deals with the decision on where to buy the product. The product is available at a number of

shops but you still have to select one specific location. In other words, the purchase location is

determined in this phase


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Went through phase

Q: If you recall your last purchase of a trip / travel product, which of the following phases of the purchase process did you personally go through during the purchase of your trip / travel product? | Q: In each phase of the purchase process, to what extent did you use the Internet?

Buying cycle phases | Internet importance

N = 719 / F = Only if purchased a trip / travel product last 12 months F = Only if purchased a trip / travel product last 12 months and went through phase

Exploration phase

Comparison phase

Product / brand choice

Purchase decision

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

N = 627

N = 637

N = 618

N = 629

87%

13%

89%

11%

86%

14%

88%

13%

7% 7% 20% 40% 27%

Absolutely not Just a quick scan One or more sites roughly One or more sites intensively One or more sites very intensively

6% 5% 18% 45% 26%


10% 8% 17% 41% 24%


19% 6% 13% 34% 28%



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Q: Which of the following information sources would you consult to select a brand for trips/travel products? Multiple answers possible.Q: During your last visit to a website of a trip / travel product manufacturer / dealer or another trip / travel product website, how did you end up on the site?

Consultation information sources and web traffic generation

Consultation information sources

N = 1082 / F = Belgian DMU surfer

67%

57%

46%

37%

25%

23%

16%

16%

13%

10%

8%

4%

2%

2%

67%

66%

21%

31%

25%

16%

18%

20%

19%

6%

34%

13%

8%

Websites

Friends, relatives,...

Material in a point-of-sales

Magazines

Online advertising

TV programmes

Offline advertising

Newspapers

Salesperson

Free local papers

Radio programmes

Product packaging

Call centre of a certain brand

Other

2008 2007

Previously ‘Travel agency / tour operator personnel’ (60%)

(Previously ‘in-store material’)

(Previously ‘Call centre of a certain travel agency / tour operator’)

Web traffic generation

N = 1007/ F = Only if Belgian DMU surfer who visited a website for a trip / travel product manufacturer / dealer or another trip / travel product website before

46%

20%

9%

9%

8%

3%

1%

1%

1%

3%

Via a search engine

By entering the website address (URL) directly

By using my bookmarks / favourites

Via acquaintances, friends and relatives

Via a link different website / electronic newsletter

Via a TV or radio programme, an article in a newspaper or magazine

Via a TV or radio commercial, an ad in a newspaper or magazine

Via a banner on different website / electronic newsletter

Via a link on the packaging of the product

In a different way


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Q: To what extent do you agree with the following statements regarding websites of trip / travel product manufacturers / dealers or websites on trips / travel products?

Brand impact (% net agreement)


Impact KPI 2008 2007 DifferenceLook up information before purchase 78% 73% +5%

Look up information after purchase 76% 75% +1%

Product / service suitable to be sold online 50% 42% +8%

Brand switch if online promotions 32% 35% -3%

Buy more if satisfied with brand/manufacturer site 24% 28% -4%

Negative opinion change if dissatisfied with brand / manufacturer site 18% 24% -6%

Brand switch if online advice or personalized info 4% 10% -6%

Brand switch if ability to buy product/service online -12% -12% 0%

% net agreement = % (fully) agree - % (fully) disagree


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Finance


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2.712.000


3.450.000

Role of the Internet | Finance

Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof financial services

68%

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof financial services

72%

86%


325.000


2.386.000


450.000


3.000.000


189.000


72.000


149.000


240.000

69%

12%

58%

88%

3%

85% 82%

13% 87%

33% 8%


(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

2008


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Went through phase

73%

27%

70%

30%

76%

24%

83%

17%

Q: If you recall your last purchase of a financial service, which of the following phases of the purchase process did you personally go through during the purchase of your financial service? | Q: In each phase of the purchase process, to what extent did you use the Internet?


N = 484 / F = Only if concluded a financial service last 12 months F = Only if concluded a financial service last 12 months and went through phase

Exploration phase

Comparison phase


Purchase decision

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

N = 354

N = 338

N = 369

N = 400

27% 8% 21% 32% 12%


26% 8% 21% 32% 13%


37% 9% 16% 26% 12%


51% 8% 12% 19% 10%



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Q: Which of the following information sources would you consult to select a brand for financial services? Multiple answers possible.Q: During your last visit to a website for a bank or another financial service website, how did you end up on the site?



59%

51%

41%

23%

16%

14%

12%

11%

9%

6%

4%

4%

2%

2%

69%

58%

38%

13%

19%

19%

8%

10%

6%

3%

8%

7%

8%

Bank employee


Websites


Magazines

Newspapers

Online advertising

Offline advertising

TV programmes

Radio programmes

Free local papers

Call centre of a certain bank

Product packaging

Other

2008 2007

Consultation information sources Web traffic generation

N = 842 / F = Only if Belgian DMU surfer who visited a bank or another financial service website before

31%

30%

21%

4%

4%

1%

1%

1%

1%

7%



Via a search engine

Via a link different website / electronic newsletter

Via acquaintances, friends and relatives

Via a banner on different website / electronic newsletter




In a different way


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Q: To what extent do you agree with the following statements regarding websites for banks or websites on financial services?

Brand impact


Impact KPI 2008 2007 DifferenceLook up information after purchase 49% 53% -4%

Look up information before purchase 47% 43% +4%

Buy more if satisfied with brand/manufacturer site -4% -11% +7%

Negative opinion change if dissatisfied with brand / manufacturer site -10% -15% +5%

Brand switch if online promotions -12% -15% +3%

Product / service suitable to be sold online -13% -12% -1%

Brand switch if online advice or personalized info -25% -28% +3%

Brand switch if ability to buy product/service online -36% -46% +10%



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Cars


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Role of the Internet | Cars


2.672.000


2.680.000

Belgian population

(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof cars

68%

6.800.000 Belgians (15-65)


(15-65)


responsible for the purchaseof cars and/or accessories

72%

72%


166.000


2.506.000


188.000


2.492.000


51.500


150.000


54.000


174.000

68%

7%

31%

93%

6%

85% 76%

7% 93%

29% 7%


(15-65)

Internet population

(15-65)

DMU’s Internet

population (15-65)

2008


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Went through phase

Q: If you recall your last purchase of a car and/or accessories, which of the following phases of the purchase process did you personally go through during the purchase?Q: In each phase of the purchase process, to what extent did you use the Internet?


N = 315 / F = Only if purchased car and/or accessories last 12 monthsF = Only if purchased car and/or accessories last 12 months and went through phase

Exploration phase

Comparison phase


Purchase decision

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

79%

21%

Yes No

N = 260

N = 256

N = 274

N = 266

83%

17%

81%

19%

87%

13%

84%

16%

15% 9% 24% 29% 23%


15% 11% 19% 35% 20%


26% 12% 16% 30% 16%


41% 10% 12% 22% 15%



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Q: Which of the following information sources would you consult to select a brand for a car and/or accessories? Multiple answers possible.Q: During your last visit to a website of a car and/or accessories manufacturer / dealer or another car and/or accessories website, how did you end up on the site?



65%

48%

47%

42%

42%

18%

17%

16%

13%

12%

4%

4%

1%

2%

50%

58%

43%

43%

15%

15%

20%

12%

21%

4%

4%

4%

12%

Salesperson at the dealer / garage

Websites



Magazines

Offline advertising

TV programmes

Newspapers

Online advertising

Free local papers

Radio programmes

Product packaging

Call centre of a certain brand

Other

2008 2007

2007: shop assistant (26%)

N = 734 / F = Only if Belgian DMU surfer who visited a car and/or accessories manufacturer / dealer or another car and/or accessories website before

55%

23%

5%

4%

3%

3%

1%

1%

1%

0%

0%

4%

Via a search engine


Acquaintances, friends and relatives told me about this webs


Via a link in an electronic newsletter

Via a link on a different website




Via a banner on a different website

Via a banner in an electronic newsletter

In a different way

Consultation information sources Web traffic generation


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Q: To what extent do you agree with the following statements regarding the websites of car and/or accessories manufacturers / dealers or websites on cars and/or accessories?

Brand impact


Impact KPI 2008 2007 DifferenceLook up information before purchase 58% 55% +3%

Look up information after purchase 43% 60% -17%

Buy more if satisfied with brand/manufacturer site -18% 0% -18%

Brand switch if online promotions -21% -8% -13%

Negative opinion change if dissatisfied with brand / manufacturer site -33% -15% -18%

Product / service suitable to be sold online -34% -17% -17%

Brand switch if online advice or personalized info -45% -26% -19%

Brand switch if ability to buy product/service online -69% -60% -9%



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Barometer benchmarks

Potential

Evaluation

Impact

Switch brand 1 = I would switch brands if I had access to interesting promotions (for another brand) via the InternetSwitch brand 2 = I would switch brands if I could receive advice or personalized information on a specific distributors products via the Internet Switch brand 3 = I would switch to another brand if I could buy this other brand online Opinion = I would change my opinion on a distributor if I was dissatisfied with the websiteHigher sales = If I were very satisfied with the website of a distributor I would buy more products from this distributor in the future

Visited (% ever) 93 82 76

Purchased online (% yes) 37 13 7

Purchase intent (% T2) 22 8 7

Repurchase intent (%T2) 67 33 29

Site evaluation (mean 10p) 6,6 6,7 6,4

Site evaluation (% top 3) 31 33 24

Switch brand 1 (% net) 32 -12 -21

Switch brand 2 (% net) 4 -25 -45

Switch brand 3 (% net) -12 -36 -69

Opinion change (% net) 18 -10 -33

Higher sales (% net) 24 -4 -18

Finance

CarsTravel

digital barometer travel, finance and cars

Internet

purchase process

purchase intention

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phase q

actual purchase

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previous phase

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