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The Apparel Purchasing Process in the UK Online Retail Market A Clickstream Analysis of Online Purchases in the UK Retail Market Google/Nielsen UK, January 2010
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Agenda
1 Methodology
2 Analysis for Apparel
3 Summary
2
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Retail: Methodology
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Methodology • Custom analysis of Nielsen's NetView metered panel • Period of analysis: 16th October – 15th January 2010 • Analysis based on:
– The pre-defined NetView Category: Retail (Apparel & Televisions) – Recoded to Google classification criteria – Approx 28 sites for Apparel and approx 43 sites for Televisions included – A start event is determined as the first apparel or television related activity in the period
of analysis – Data checked for outliers and for Apparel, the data that was extraordinary has been
removed – Analysis restricted to Adults 16+ – 13,750 unique search terms categorised according to Google’s classification structures
(Brand Term Only, Brand with Other, Generic) – Referrals to data set are also included to identify non-search clickthroughs
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Methodology: Key
Group Designations Usage of each type of website user
UK Retail Period: Mid October – Mid January 2010
Purchase Those that make a purchase
Quotation
Sample Size: 2,779
Research
Sample Size: 1,976
Sample Size: 8,076
Mut
ually
exc
lusi
ve &
E
xhau
stiv
e
Viewed items in basket
Those that visit sites for research
Note: The Quote or Purchase has to occur within 15 minutes of researching the item in question. Also, within that 15 minutes, that particular item has to be the most researched item based on page duration
Retail Sample Size: 12,831
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Methodology: Key
Category: Site Designations
Price Comparison Retailer
Reviews Manufacturer
UK Retail Period: Mid October – Mid January 2010
Retail
Televisions
Price Comparison Retailer
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Retail: Apparel
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
22.7m Visited the category
37 days Average length of time
3.9 Number of sites visited per person
10.8 Number of times sites visited
2hr 41 mins Average time spent on sites
8.9 Web sessions per person
Journeys contained an average of 4 sites, visited 9 times, over 9 web sessions
Apparel: Overview
Base: All in the ‘Apparel’ market Note: Activity of audience in the ‘Apparel’ market
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Audience
Apparel: 22,693,655
Base: All in the ‘Apparel’ market Note: Type of activity of audience in the ‘Apparel’ market
18% made a purchase and 14% got a quote, i.e., viewed the contents of their basket
Purchase 18%
Quotation 14%
Research 68%
9
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Base: Purchasers in the ‘Apparel’ market Note: Activity of those in the ‘Apparel’ market Index versus All ‘Apparel’ Category Users in the analysis Period
Apparel: Activity of Purchasers
Those that made a purchase visited more sites, more times, over more sessions and spent more time within the category
61 active days in the category on average (index: 166), containing:
• an average of 6.5 sites (index: 167)
• visited 25.5 times (index: 236)
• over 19.9 sessions (index: 224)
• spending 7hrs 21mins (index: 274)
4.0m made a purchase
Purchasers
10
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Profile of Purchasers
71
151 151
10287
65
16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Gender Age
Those that made a purchase are more likely to be women and aged 25-44
Purchasers
139 62
Base: Purchasers in the ‘Apparel’ market Note: Profile of Purchasers in the ‘Apparel’ market; All figures are Based on Index v Active Internet Population
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
1,058,135
709,799
570,280
422,676 397,089350,512 306,359 269,737 224,677
161,232
eBay Next Marks &Spencer
MandMDirect
Very Littlewoods ASOS.com Amazon Debenhams ASDA
Base: Purchasers in the ‘Apparel’ market Note: Website usage by category.
Apparel: Sites Visited
Retailers: Top 10 Sites
1.1m of those that made a purchase visited eBay. Next is the most visited high street ‘online’ store.
Purchasers
12
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Base: Purchasers in the ‘Apparel’ Market Note: Distribution of purchase events. Only one event can be performed on a particular site within each web session
Apparel: Number of Purchases
1 purchase 65%
2 purchases19%
4 purchases4%
3 purchases8%
5+ purchases4%
Audience (%) 35% of purchasers made two or more apparel related purchases
Purchasers
13
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Look or Quote > Purchase
Base: All in the ‘Apparel’ market Note: The % of People who look for a product on a site who go on to purchase on the site
Retailers
Look Purchase
17.6% Quote Purchase
55.5%
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Activity Up To and After Purchase
Base: Purchasers in the ‘Apparel’ market Note: Length of journey and visits UP TO and AFTER the first purchase event
25 days
Before After
61 days First Purchase
in the apparel market before making the first purchase
10 visits to apparel sites
before making the first purchase
2.5 visits via search engines
before making the first purchase
36 days in the apparel market
after making the first purchase
15 visits to apparel sites
after making the first purchase
3.7 visits via search engines
after making the first purchase
35% made an additional purchase
Purchasers
15
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
less
than
24
hour
s
1 - 5
day
s
6 - 9
day
s
10 -
14 d
ays
15 -
19 d
ays
20 -
24 d
ays
25 -
29 d
ays
30 -
39 d
ays
40 -
49 d
ays
50 -
59 d
ays
60 -
69 d
ays
70 -
79 d
ays
80 -
89 d
ays
Apparel: Time Taken to Make the First Purchase
23% purchase within 24 hours
Base: Purchasers in the ‘Apparel’ market Note: % of those that get a Purchase and the length of time UP TO the point of the event occurring. Based on first event in the category.
Purchasers
48% purchase within 19 days
71% purchase within 39 days
16
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Search
Base: Purchasers in the ‘Apparel’ market Note: Activity of Audience in the ‘Apparel’ Market. Searches are defined as only those that lead to a Retail content site.
76% Use search at any point in the journey
Start their journey with search
Of searchers who use sponsored searches
26%
61%
Those that purchase are more likely to use search and sponsored searches
Purchasers
Average number of searches 12.6
17
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Brand v Generic Searches Purchasers
Brand Only Terms60%
Brand with Other14%
Generic 26%
% of Searches 26% of searches conducted by purchasers used Generic terms
Base: Purchasers in the ‘Apparel’ market Note: % of searches that were Generic, Brand Only Terms & Brand with Other; Searches are defined as only those that lead to a Retail content site
18
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
% of Audience
78%
47%
62%
Brand Only Terms Brand with Other Generic
62% of searchers that purchased used Generic terms
Apparel: Brand v Generic Searchers Purchasers
Base: Purchasers in the ‘Apparel’ market Note: % of searchers that were Generic, Brand Only Terms & Brand with Other; Searches are defined as only those that lead to a Retail content site
19
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Brand v Generic Overlap Purchasers
50% of searchers used both brand and generic terms
Generic Search Only
Base: Purchasers in the ‘Apparel’ market Note: The figures shown are the number of people who have made both or only one type of search which lead to a Retail site; Searches are defined as only those that lead to a ‘Retail’ content site
Both 50.4%
Brand Search Only
38.2% 11.4%
20
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
94
41
2 1 0.4
Manufacturer/Designer
Affiliate/Redirects
Product Non-Retail Discount/Coupon
Base: Purchasers in the ‘Apparel’ Market Note: Brand Only Terms searches by sub group; A search is defined as one that results in a clickthrough to a Retail content website. The Search Term subcategories are entirely overlapping and will not add up to the Total. Affiliate/Redirects are e.g. price comparison and review websites
Apparel: Brand Only Terms Purchasers Brand Only Terms: 60% of searches
22,648
Retailer
Number of searches (000s)
ww
ww
ww
ww
ww
ww
ww
ww
ww
ww
ww
ww
ww
ww
ww
21
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Generic Terms
Base: Purchasers in the ‘Apparel’ Market Note: Generic searches by sub group; A search is defined as one that results in a clickthrough to a Retail content website. The Search Term subcategories are entirely overlapping and will not add up to the Total. Affiliate/Redirects are e.g. price comparison and review websites
9,249
809 42 30 5 0.7
Product Non-Retail Discount/ Coupon
Manufacturer/ Designer
Affiliate/ Redirects
Retailer
Number of searches (000s)
Purchasers Generic: 26% of searches
22
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Purchasers Brand With Other: 14% of searches
Apparel: Brand With Other Terms
Number of searches (000s)
4,670
2,378
713
37 0.3
Retailer Product Manufacturer/ Designer
Discount/ Coupon
Affiliate/ Redirects
Base: Purchasers in the ‘Apparel’ Market Note: Brand with Other searches by sub group; A search is defined as one that results in a clickthrough to a Retail content website. The Search Term subcategories are entirely overlapping and will not add up to the Total. Affiliate/Redirects are e.g. price comparison and review websites
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Search Paths
B = Brand, G= Generic, N = No further searches
Search
Generic Brand 71% 29%
B 69%
G 14%
N 17%
B 27%
G 53%
N 20%
B 73%
G 11%
N 16%
B 37%
G 56%
N 8%
B 69%
G 19%
N B 21%
G 60%
N 19%
3rd Search
3.0m
2.5m
2.1m
Audience
Purchasers
Base: Purchasers in the ‘Apparel’ Market Note: Each of the first three Apparel searches performed by the audience. Figures Tree: % of Audience, Funnel: Actual Audience; A search is defined as one that results in a clickthrough to a Retail content website.
N 11%
1st Search
2nd Search
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Conversion Rates
13%
20%
35%
47%
1 search 2-5 searches 6 - 9 searches 10+ searches
% of Purchase based on the number of searches a user does
Purchasers
Base: Purchasers in the ‘Apparel’ market Note: Conversion Rates. Searches are defined as only those that lead to a Retail content site. Correlation not cause.
All Searches
25
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Value of Sponsored Links
18%
29%
25%
Total Clicked on Sponsored Links
Clicked on Natual Search
1.7 times more likely to purchase apparel
Purchasers
Base: Purchasers in the ‘Apparel’ Market Note: % of those who clicked on the type of search and purchased; Searches are defined as only those that lead to a Retail content site; A sponsored search/Link is one that requires a Search Engine redirect to point it to the website.
26
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Conversion Rates
% of Purchase based on the number of sponsored searches a user does
Purchasers
Base: Purchasers in the ‘Apparel’ market Note: Conversion Rates. A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause.
13%
32%
55%
66%
1 sponsored links 2-5 sponsored links 6 - 9 sponsored links 10+ sponsored links
Sponsored Searches
27
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: First Entry Point Top 10
Base: Purchasers in the ‘Apparel’ market Note: The first Entry Point of purchasers; An Entry Point is defined as the first Retail content page visited, however if this is referred from another web page the referring page is used. The most likely Entry Retail Category is shown for both the very first Retail content page and for the web session when the Group event occurs..
47%
24%
3% 3% 3% 2% 1% 1% 1% 1%
Ret
aile
r
Goo
gle
Sea
rch
Non
-Ret
ail:
Cla
ssifi
eds/
Auc
tions
Non
-Ret
ail:
E-
mai
l
Oth
er S
earc
h
Ret
ail:
Oth
er
Non
-Ret
ail:
Sea
rch
Non
-Ret
ail:
App
arel
/ Bea
uty
Non
-Ret
ail:
Gen
eral
Inte
rest
Por
tals
& C
omm
uniti
es
Non
-Ret
ail:
Cou
pons
/R
ewar
ds
Purchasers
For 24% of purchasers, the first entry point into the apparel Market is via Google Search
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
53%
21%
4% 3% 3% 3% 2% 2% 2% 2%
Ret
aile
r
Goo
gle
Sea
rch
Non
-Ret
ail:
Oth
er
Ret
ail:
Oth
er
Oth
er S
earc
h
Non
-Ret
ail:
Mul
ti-ca
tego
ryH
ome
&Fa
shio
n
Non
-Ret
ail:
Cla
ssifi
eds/
Auc
tions
Non
-Ret
ail:
E-
mai
l
Non
-Ret
ail:
App
arel
/ Bea
uty
Non
-Ret
ail:
Cou
pons
/R
ewar
ds
Purchasers
Base: Purchasers in the ‘Apparel’ market Note: The Event session of purchasers; An Entry Point is defined as the first Retail content page visited, however if this is referred from another web page the referring page is used. Based on the session where the purchase was made
Apparel: Event Session Top 10
For 21% of purchasers, the first page visited in their purchase session is Google Search
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Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Route to Making a Purchase
Direct = 59% 1,370,062
Referral = 19% 436,703
Natural Search = 18% 411,400
1st route to site
Sponsored Search = 5% 115,653
Total = 100% 2,333,817
Direct = 58%
Referral = 21%
Natural Search = 17%
Sponsored Search = 4%
Purchase route to site
*Accounts for 58% of purchases
Base: Purchasers in the ‘Apparel’ market Note: Routes taken to reach a website when making a purchase plus the route taken the first time the website was visited. This analysis only includes routes where the website was visited at least one other time before the event took place.
Purchasers
30
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Apparel: Final Arrival Route
Direct = 52% 2,081,682
Retail Referral = 9% 377,070
Natural Search = 19% 778,092
Route to site
Sponsored Search = 6% 242,432
Non Retail Referral = 13% 514,393
Purchase 3,993,670
Base: Purchasers in the ‘Apparel’ market Note: All the routes taken to reach a website when making a purchase.
Purchasers
31
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Retail: Summary
Source: Google/Nielsen, Purchasing Process in the UK Online Retail Market, UK, January 2010
Summary
12.9m
GENERIC
1.7
Search is an important part of the customer journey. 12.9m or 57% use search at anytime throughout their journey, increasing to 76% of those that purchase
People who click on sponsored links are 1.7 times more likely to make a purchase
There are over 22.7m people in the ‘Apparel’ Market
Based on those that search, those that purchased searched an average of 12.6 times. 6.6 searches per person up to the first purchase event
N
62% of searchers that purchased used Generic terms
33