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Agenda
2. Results
3. Key Findings
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Research Elements
Clickstream
– Source: Media Efficiency Panel (MEP) by GfK, representative for online population
– N= 16,022 panelists (with ongoing online measurement from July – Oct 2009)
– Measurement of online behavior:
– Panelists installed browser plug-in on all home PCs to capture individual
traffic: Log-in screen when browser is launched.
– Plug-in captures visits, page impressions, keywords & ad impressions/ clicks
(display & search)
Questionnaire
– Survey (DSL & mobile & contracts) among panelists in cw 48/49 2009 (N= 23,887)
– thereof 275 DSL-buyers and 801 mobile buyers with purchase from July – Oct 2009
and ongoing online measurement up to 12 weeks before purchase
4 19 October 2010
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Research
online
Search Website
– Basis: 3,625 search terms, defined by iProspect, – Basis: 554 websites, defined by project team
Vodafone, Google and GfK
– Whitelist included telecommunication only sites
– Exact, phrase & broad match to keywords that (e.g. eplus.de) as well as more general websites
panelists entered (e.g. amazon.de)
– Manual review by Google team to delete wrong – To exclude non-telco sub-domains site title of
keywords (e.g. eplus: “netzabdeckung eplus” general websites were scanned with keyword list
ok., “nikeplus” or “sofortrenteplus” excluded) (e.g. exclude amazon.de/bücher)
5 19 October 2010
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Agenda
2. Results
3. Key Findings
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Approx. one third of internet users report that the contract was
signed online.
Base: mobile buyer, DSL buyer with internet access
8
Sales Channel
online online
31% 36%
69% 64%
offline offline
31% of all contracts were made online. For another 37% consumers
researched online first before signing the contract offline.
Base: mobile buyer, DSL buyer with internet access
9
Research…
Mobile Buyer
Online Offline
Online 22% 9%
basis for online marketing
37% of mobile & 29% DSL buyers research online before buying
offline; the internet is more impactful than the online sales suggest.
Base: mobile buyer, DSL buyer with internet access
10
Research… Research…
Purchase...
Purchase...
10 Mobile Buyers/DSL buyers, internet population, Please note. Consumers with at least one 19 October 2010
research up to 12 weeks before purchase, relevant website visit and/ or search query are
considering a 30-day-Black-out-Period assigned to “research online”
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Research… Research…
Index: Index:
Purchase...
Purchase...
Index: Index:
Offline 41% 25% Offline
116 91
11 Mobile Buyers/DSL buyers, internet population, Please note. Consumers with at least one 19 October 2010
research up to 12 weeks before purchase, relevant website visit and/ or search query are
considering a 30-day-Black-out-Period assigned to “research online”
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
24% 22%
22%
19% 19% 18%
1-2 weeks 3-4 weeks 5-8 weeks 9-12 weeks 1-2 weeks 3-4 weeks 5-8 weeks 9-12 weeks
48
44 43
42 40 38
All buyers ROPO pure online All buyers ROPO pure online
59% 57%
49% 48%
31%
23%
Mobile buyers visited 4.2 websites, DSL buyers 3.2. Data for mobile
confirms that decision is made based on price or hardware.
Base: mobile buyer, DSL buyer with internet access
15
Ø number of unique domains visited number of unique domains visited
0 1 2 3-4 5+
Mobile Buyer
Total 4,2 29% 18% 25% 28%
4%
Brand 1,3 30% 40% 16%
10%
visit a relevant
website up to Generic 2,6 10% 32% 23% 19% 16%
57,2% 12 weeks before 4%
purchase Hardware 1,0 51% 27% 10%
7%
5,2
4,2 3,6 4,2
3,2 2,5
All buyers ROPO pure online All buyers ROPO pure online
search for relevant Generic 8,0 28% 15% 11% 18% 28%
31,0% keywords up to 12
weeks before purchase Hardware 6,8 46% 11% 7%7% 30%
2%
Price comparison 0,5 91%
3%
94% 2%
Tarif 0,4
2%
search for relevant Generic 3,8 30% 14% 11% 19% 25%
keywords up to 12
22,9% weeks before purchase Hardware 1,2 75% 5% 6%
8% 6%
60%
48%
47% 45%
Users who research online & purchase offline enter a high number of
queries during the process, esp. when researching for mobile.
Base: mobile buyer, DSL buyer with search engine usage
19
19,9
12,1 11,5
4,9
% %
100% 100%
14% 9% 14% brand
19%
80% 80%
14% 49% 49%
39%
36%
45% hardware
60% 60%
40% 40%
15% 17%
67%
50% 52%
20% 41% generic 20%
35% 34%
0% 0%
1st third of 2nd third of 3rd third of 1st third of 2nd third of 3rd third of
process process process process process process
For both products, mobile and DSL, online touchpoints dominate the
research process - but media mix often is focused on offline media.
21
internet
internet
offline
(e.g. call centre,
offline shop, friend, TV,
(e.g. call centre, magazines etc.)
shop, friends, TV,
magazines etc.)
search
search
21 * assumption: 1.5 contacts per offline touchpoints. Online. 4.2 (=# of unique websites) 19 October 2010
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Agenda
2. Results
3. Key Findings
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Key question for today’s marketing mix: Is the media mix following
the touchpoints in the consumer decision making process?
23
word of mouth
websites
search engine shop
call centre
sign mobile
active research for info contract
23
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Key Results
24
While CPO for online marketing focuses on online conversions only, the ROPO effect
suggests that offline effects of online media need to be considered as well: 37% of
consumers who sign a mobile contract and 29% of DSL sign-ups have research online,
before signing the contract offline.
The online research process of the ROPO segment and the consumers who convert
online is similar. The intensity of the research process (duration, websites visited, search
queries) is higher for online buyers - but the internet is the most important information source
for ROPO consumers as well.
With a net reach of 31% resp. 23% search engines are among the leading websites
within the decision process for telecommunication products. For both products, mobile and
DSL, generic keywords play an important role. During the research process for broadband
access users are starting with a generic term and enter branded queries rather at the end.
Due to the intense online research process by online and offline (ROPO) buyers the majority
of brand touchpoints are online. In order to follow the consumer journey advertisers
should therefore carefully review their media strategy which is often very offline centric.
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Thank You!
GfK Consumer Tracking Research Online, Purchase Offline (ROPO) – Mobile & DSL March 2010
Karlheinz Seidl
Senior Specialist
+49 911 395-31 41
karlheinz.seidl@gfk.com