PwC Start-UPs

www.pwc.com 17 Marzo 2014

Il consumatore online

Caratteristiche, scelte ed
opportunità
 PwC Start-UPs

1 Il mondo e-commerce in Italia 1

2 PwC Global Research 3
3 Chi è il consumatore digitale? 7
4 Perchè il consumatore usa il canale online? 21
5 Come sta cambiando il consumer journey? 25
6 Focus sul mondo smartphones e tablets 30
7 L’utilizzo dei social media 35
8 Messaggi conclusivi 37
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Section 1
Il mondo e-commerce in Italia

Il consumatore online • Caratteristiche, scelte ed opportunità

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Il mondo e-commerce in Italia

Nel 2012 il consumatore italiano

competente e attento alle
% utilizzatori assidui di internet su totale popolazione (classe di età: 16-74)
tematiche digitali ha superato il
50% della popolazione

100,0%

90,0%
Traditional Italy - Decade of change Total Digital
80,0%

70,0%

60,0%

50,0%

40,0%

30,0%

20,0%

Converted Digital natives

10,0%

0,0%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025

% Totale digitale % nativi digitali addicted su tot popolazione % convertiti % tradizionali

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Section 2
PwC Global Research

Il consumatore online • Caratteristiche, scelte ed opportunità

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Mappa della ricerca - Global

15 paesi - 15.000 consumatori di cui 1.ooo italiani

Netherlands
Russia

Canada UK Germany

Italy
France Turkey
China/HK
US
Switzerland Middle East

India

Brazil South Africa

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Profilo demografico degli intervistati - Global

Gender Employment status Age

35%
Employed full… 46% 30%
30%
Employed part… 14%
25% 23%
22%
Retired 5%
20%
50% 50% Self employed 8% 15% 14%

Unemployed 8% 10% 8%

Student 12% 5% 3%

Husband/Hous… 7% 0%
18 to 25 to 35 to 45 to 55 to 65+
0% 20% 40% 60% 24 34 44 54 64
Male Female
Base: 15,080 Base: 14,060 Base: 15,080

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Mappa della ricerca e profilo demografico - Italia

Nord:
47,7%
> 20%

19% <> 11% Centro:

18,7%

10% <> 5%

5% <> 2%

< 2% Sud e isole:

33,7%

Impiego:

Full Time 47%

Part Time 13%
Età:
Disoccupati 12% 40% 33%
In proprio 8% 27%
30%
Casilinghi 8% 20% 14% 16%
9%
Studenti 8% 10% 1%
Pensionati 4% 0%
18-24 25-34 35-44 45-54 55-64 65+
0% 10% 20% 30% 40% 50%

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Section 3
Chi è il consumatore digitale?

Il consumatore online • Caratteristiche, scelte ed opportunità

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La crescita dei canali digitali modifica i comportamenti

Il consumatore italiano ha le
D: quanto tempo fa hai fatto il tuo stesse esigenze dei consumatori
primo acquisto online? di altri paesi, ma con sue
peculiarità …

35%
31%
30% 28%

25% 23% 23%

20% 19%

16%
2013
15% 14%
13%
11%
12% 2012
10%
6%
5%
5%

0%
Less than one year 1-2 years 3-4 years 5-9 years 10 years or more I don't remember

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E’ come sempre una questione di esperienza

D: quanto tempo fa hai fatto il tuo … tuttavia è una figura ancora

primo acquisto online? acerba

Global 19% 14% 23% 28% 12% 5%

Brazil 20% 15% 26% 26% 9% 5%
Canada 11% 12% 21% 34% 16% 6%
China 10% 15% 37% 32% 4% 1%
France 5% 12% 29% 38% 14% 2%
Germany 12% 5% 14% 37% 27% 5%
Hong Kong 11% 32% 20% 18% 13% 5%
India 38% 25% 25% 7% 3% 3%
Italy 21% 14% 25% 28% 8% 3%
Middle East 45% 25% 15% 6% 2% 6%
Netherlands 16% 5% 19% 38% 14% 9%
Russia 9% 25% 37% 23% 4% 3%
South Africa 25% 20% 23% 21% 6% 5%
Switzerland 11% 8% 22% 35% 18% 6%
Turkey 42% 14% 19% 17% 4% 4%
UK 6% 6% 18% 42% 21% 7%
US 8% 4% 11% 34% 34% 10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Less than one year 1-2 years 3-4 years 5-9 years 10 years or more I don't remember

9
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In Italia, gli “online shopper” sono quasi esclusivamente persone

di età compresa tra i 18 ed i 34 anni e sono generalmente
appartenenti alla fascia più ricca della popolazione

Abitudini di acquisto online per gruppo d'età Abitudini di acquisto per fascia di reddito

100% 100%
4% 3% 6% 3% 3%
7% 7% 5% 4%
5% 8% 1% 0%
1% 4%
4% 3%
90% 6% 90%
9% 6%
29% 18%
22% 23%
80% 26% 80% 27%
30% 29%

70% 35% 70%

34%
12%
41%
% dei rispondenti

60% 60%
44% 33%

% dei rispondenti
39%
50% 50%
37% 34%
32% 34%
40% 40%
47% 32%
36%
30% 30%
28%
30%
22%
20% 25% 19% 20% 24%
23% 22%

13%
10% 12% 10% 10%
10% 12% 12% 10%
8% 6% 5% 7% 8%
4% 4%
0% 0%
18-24 25-34 35-44 45-54 55-64 65+ Meno di €20,000 €20,000-29,999 €30,000-49,999 €50,000-80,000 Più di €80,000

Giornalmente Settimanalmente Mensilmente Giornalmente Settimanalmente Mensilmente

Qualche volta l'anno Una volta l'anno Mai Qualche volta l'anno Una volta l'anno Mai

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Frequenza di acquisto

La frequenza d’acquisto dei

D: quanto tempo è passato dal
consumatori internazionali è
suo primo acquisto online?
leggermente aumentata

35% 33%
32%

30% 29%

26%
25% 23% Please note that ‘screened out’
21% respondents are also included in this chart
in order to capture those who shop online
20% less than once per year.

2013
15%
2012
10% 9%
8%

5%
5% 4%
3%

0%
Daily Weekly* Monthly A few times a Once a year*** Never
year**

*2012 comparison combined responses for ‘Several times a week’ and ‘Weekly’ **2012 comparison combined responses for ‘3-4 times a year’ and ‘1-2
times per year’ ***No 2012 comparison available.
Base: 16,314 (2013) 13,410 (2012)
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Il 60% degli intervistati compra almeno 1 volta al mese

La propensione all’acquisto del

D: quanto tempo è passato dal
consumatore italiano è in linea
suo primo acquisto online?
con la media globale

Global 5% 21% 33% 29% 4% 8%

Brazil 3% 15% 36% 36% 4% 6%
Canada 3% 12% 28% 38% 7% 11%
China 14% 62% 20% 4%0%
1%
France 2% 14% 35% 41% 5% 4%
Germany 5% 30% 40% 21% 2% 2%
Hong Kong 8% 30% 31% 22% 3% 6%
India 8% 29% 32% 23% 3% 4%
Italy 7% 18% 35% 30% 5% 6%
Middle East 6% 10% 17% 32% 8% 27%
Netherlands 2% 14% 41% 33% 5% 5%
Russia 4% 17% 37% 31% 4% 6%
South Africa 2% 11% 27% 38% 7% 15%
Switzerland 5% 17% 37% 31% 5% 5%
Turkey 7% 17% 38% 27% 6% 7%
UK 3% 36% 40% 18% 1%3%
US 5% 22% 40% 27% 3% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 16,314 (2013) 13,410 (2012)

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Cresce la rilevanza dei canali digitali

I consumatori non hanno più

D: con che frequenza fai acquisti una frequenza chiara per un
online usando i seguenti canali? canale o un altro, scelgono per
convenienza e comodità

In-store 8% 30% 34% 23% 3% 2%

Catalogue/ magazine 2% 9% 15% 23% 14% 38%

TV shopping 1% 4% 6% 11% 10% 68%

Online via PC 3% 18% 35% 34% 6% 3%

Online via tablet 2% 7% 13% 14% 5% 59%

Online via mobile phone or smartphone 2% 7% 12% 15% 7% 57%

Online via social media platform 2% 4% 7% 10% 7% 70%

0% 20% 40% 60% 80% 100%

Daily Weekly Monthly A few times a year Once a year Never
Base: 15,080

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In-store by country

Global 8% 30% 34% 23% 3% 2%

Brazil 6% 20% 39% 29% 4% 1%
Canada 4% 34% 35% 22% 2% 3%
China 5% 43% 35% 15% 1%
France 2% 22% 32% 39% 4% 1%
Germany 5% 33% 31% 26% 3% 2%
Hong Kong 5% 50% 34% 9% 1%
1%
India 15% 31% 32% 17% 2% 2%
Italy 16% 37% 30% 14% 2%1%
Middle East 12% 25% 33% 21% 5% 4%
Netherlands 3% 15% 39% 36% 5% 2%
Russia 22% 27% 30% 16% 2% 2%
South Africa 15% 31% 32% 18% 1% 2%

Switzerland 8% 31% 32% 25% 3%

Turkey 5% 27% 43% 18% 4% 4%
UK 5% 30% 36% 24% 2% 3%
US 3% 35% 33% 21% 3% 3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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Catalogue/Magazine by country

Global 2% 9% 15% 23% 14% 38%

Brazil 2% 7% 26% 28% 12% 25%
Canada 1% 4% 6% 16% 16% 57%
China 2% 15% 22% 22% 7% 31%
France 1%3% 9% 31% 16% 40%
Germany 1% 6% 15% 27% 23% 27%
Hong Kong 1% 21% 25% 15% 6% 32%
India 6% 19% 24% 20% 10% 20%
Italy 4% 13% 12% 19% 12% 40%
Middle East 5% 11% 14% 20% 12% 38%
Netherlands 0%
2% 10% 22% 14% 52%
Russia 1% 9% 17% 22% 16% 36%
South Africa 1% 11% 19% 25% 10% 33%
Switzerland 1% 4% 12% 29% 24% 30%
Turkey 3% 13% 18% 19% 12% 35%
UK 1% 6% 10% 22% 15% 46%
US 1% 4% 6% 18% 16% 55%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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TV shopping by country

Global 1% 4% 6% 11% 10% 68%

Brazil 1% 3% 6% 14% 10% 66%
Canada 1%2% 3% 7% 9% 77%
China 1% 5% 9% 16% 9% 60%
France 2%2% 6% 9% 80%
Germany 1% 3% 4% 6% 7% 78%
Hong Kong 9% 17% 13% 4% 57%
India 4% 9% 13% 24% 18% 30%
Italy 3% 7% 8% 9% 8% 65%
Middle East 2% 6% 11% 19% 16% 47%
Netherlands 2% 3% 4% 4% 86%
Russia 1% 3% 6% 7% 10% 72%
South Africa 2% 2% 8% 14% 15% 59%
Switzerland 1%2% 4% 5% 7% 82%
Turkey 1% 4% 8% 11% 15% 60%
UK 3% 4% 9% 10% 75%
US 1% 2% 4% 8% 8% 76%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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Online via PC by country

Global 3% 18% 35% 34% 6% 3%

Brazil 3% 17% 36% 37% 5% 1%
Canada 1% 11% 31% 43% 8% 5%
China 8% 53% 29% 9% 1%
France 1% 10% 36% 44% 6% 3%
Germany 5% 27% 41% 24% 3% 1%
Hong Kong 3% 25% 29% 34% 9%
India 7% 21% 32% 30% 7% 3%
Italy 5% 19% 33% 34% 6% 2%
Middle East 4% 11% 22% 41% 14% 7%
Netherlands 0% 11% 41% 38% 7% 3%
Russia 3% 13% 38% 36% 7% 2%
South Africa 2% 10% 29% 45% 10% 3%
Switzerland 2% 13% 36% 39% 7% 3%
Turkey 4% 17% 37% 30% 9% 3%
UK 2% 27% 42% 24% 2% 3%
US 3% 19% 41% 29% 4% 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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Online via tablet by country

La propensione del consumatore

D: con che frequenza fai acquisti italiano all’utilizzo dei dispositivi
online usando i tablet? mobili è superiore a qualsiasi
altro paese sviluppato …

Global 2% 7% 13% 14% 5% 59%

Brazil 2% 6% 11% 16% 6% 60%
Canada 1% 4% 7% 10% 4% 74%
China 3% 20% 26% 14% 3% 34%
France 1%3% 7% 12% 3% 75%
Germany 2% 9% 11% 8% 4% 67%
Hong Kong 5% 15% 20% 19% 7% 34%
India 5% 13% 17% 17% 7% 41%
Italy 3% 10% 13% 12% 4% 59%
Middle East 4% 8% 15% 25% 12% 37%
Netherlands 0%3% 12% 12% 3% 69%
Russia 2% 6% 15% 14% 7% 56%
South Africa 1% 5% 12% 16% 6% 60%
Switzerland 1% 4% 13% 15% 7% 60%
Turkey 2% 6% 15% 13% 7% 57%
UK 1% 8% 14% 10% 4% 63%
US 2% 5% 8% 10% 3% 72%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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Online via mobile phone/smartphone by country

D: con che frequenza fai acquisti … e può diventare un importante

online usando mobile phone o leva a favore di chi saprà
smartphone? valorizzarla

Global 2% 7% 12% 15% 7% 57%

Brazil 2% 5% 10% 16% 6% 60%
Canada 2% 3% 8% 11% 5% 71%
China 4% 20% 27% 22% 5% 23%
France 1%3% 7% 9% 6% 74%
Germany 3% 8% 12% 11% 6% 61%
Hong Kong 4% 13% 30% 13% 6% 34%
India 6% 12% 20% 22% 9% 31%
Italy 3% 9% 12% 13% 5% 59%
Middle East 4% 7% 12% 23% 12% 42%
Netherlands 0%2% 8% 10% 5% 75%
Russia 2% 5% 11% 14% 9% 59%
South Africa 2% 6% 12% 21% 9% 51%
Switzerland 1% 4% 9% 16% 9% 61%
Turkey 2% 7% 13% 14% 10% 53%
UK 1% 7% 12% 14% 5% 61%
US 1% 4% 8% 10% 5% 71%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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Online via social media platform by country

Global 2% 4% 7% 10% 7% 70%

Brazil 2% 5% 8% 19% 8% 58%
Canada 1%2% 3% 5% 4% 84%
China 3% 8% 19% 20% 7% 44%
France 1%2% 3% 3% 3% 88%
Germany 2% 3% 4% 5% 5% 79%
Hong Kong 3% 12% 18% 17% 7% 43%
India 6% 8% 14% 15% 13% 43%
Italy 2% 6% 8% 9% 6% 69%
Middle East 4% 6% 11% 24% 13% 43%
Netherlands 0%2% 4% 4% 4% 85%
Russia 2% 3% 8% 9% 10% 69%
South Africa 2% 2% 6% 10% 7% 73%
Switzerland 2%2% 3% 6% 5% 82%
Turkey 3% 4% 10% 11% 9% 63%
UK 1%2% 3% 5% 4% 86%
US 2%2% 3% 3% 3% 86%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 15,080

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Section 4
Perchè il consumatore usa il canale
online?

Il consumatore online • Caratteristiche, scelte ed opportunità

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Le ragioni di una scelta online

Prezzo, convenienza e facilità di

D: perché acquisti prodotti online ricerca ecco i fattori più
invece che in negozio? importanti per la scelta del
canale online

Lower prices/better deals than in-store 55%

66%

I can shop from home* 50%

I can shop 24/7 online* 42%

Easier to compare and research products/offers than in-store 34%

46%

Wider variety of products than in-store 26%

36%

I can only get some products online* 18%

Customer reviews of products available online 17%

25% 2013
Looking for a particular brand/product 16% 2012
55%

Easier to find my favourite brands online 13%

18%

Better product information than in-store 11%

14%

Receiving a promotion via email or text/SMS message 9%

21%
Social media interactions via Facebook, Twitter, etc. (e.g. sharing a link, 3%
liking a brand, or posting a comment) 10%

Other* 2%

0% 10% 20% 30% 40% 50% 60% 70%

Base: 15,080 (2013) 11,067 (2012)
*No 2012 comparison available
Note: Respondents had to select their top THREE options. Please approach 2012 comparisons with caution due to slight wording variations.
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Gli ostacoli ad una scelta online

La possibilità di provare il
D: perché acquisti prodotti in prodotto e “l’immediatezza”
negozio invece che online? dell’acquisto sono i limiti più
grandi all’acquisto online

I'm able to see, touch and try merchandise 59%

73%
To get the product immediately 51%
67%
I'm more certain about fit/suitability of the product* 33%

I'm more comfortable buying perishable products in-store* 27%

25%
2013
I'm able to return items easily*

To get the product delivered quickly* 17% 2012

I simply enjoy shopping in the physical store because of the atmosphere* 13%

To get the lowest price* 13%

To support local retailers* 11%

To get personal advice from staff about the products 10%

22%
I find the location convenient* 10%

It's easier to trust the brand/store* 9%

My favourite retailers don't have an online store 5%

8%
To have my shopping companions/friends comment on items before I buy* 5%

I have a good relationship with the sales staff* 5%

Other 1%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Base: 16,314 (2013) 11,067 (2012)

Note: Respondents had to select their top THREE options. Please approach 2012 comparisons with caution due to slight wording variations.
*No 2012 comparison available
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L’innovazione tecnologica è dettata dal consumatore

D: quale delle seguenti

I consumatori sono sempre più
tecnologie disponibili in negozio
esigenti e occorre continuare a
renderebbe il tuo shopping
investire in nuove tecnologie
migliore?

Ability to check other store or online stock quickly 46%

In-store wifi with fast, simple, login 31%

Sales associates who can take payment without going to the cash
register 27%

Sales associates with tablets to show you alternative products 23%

Using your mobile phone to pay for your shopping 21%

Pay for an item through the store's app 20%

Video walls that show the product you have selected 17%

QR codes that allow you to access additional content 13%

"Mirrors" that can share your picture with friends 8%

None of the above 20%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

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Section 5
Come sta cambiando il consumer
journey?

Il consumatore online • Caratteristiche, scelte ed opportunità

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Le preferenze del consumatore (1/2)

Il 60% dei consumatori italiani mostra ancora una

preferenza per la vendita offline.
Il 54% degli stessi prevedono una componente
digitale nel loro consumer journey
Preferenze del consumatore per paese

100% 2%
3% 5%
8%
90% 15%

25% 28%
80% 22% 2% Other

70% 2% 3% 3% Web-to-store
60% 41%
30% Store-to-web
50% 32%
41%
40% Web only

30%
Store only
20% 38% 39%
35%
26%
10%

0%
Italia Germania Francia Regno Unito

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Le preferenze del consumatore (2/2)

Le preferenze del consumatore variano

sensibilmente a seconda della categoria di prodotto

Preferenze del consumatore per categoria di prodotto

100%
8% 5% 6% 8% 7% 7% 5% 5%
11% 9% 10% 9%
90%
17% 16%
22% 21% 23% 22% 26%
80% 23% 22% 19%
2% 24% 3%
1% 33%
70% 2% 16% 1% 1% 2% 2%
3% 2%
1%
60% 24%
26% 2%
30% 19% 28% 33%
26%
50% 35%
55%
26% 45%
40%

30% 61%
48% 44%
20% 42% 41% 40%
38% 37% 33% 30%
10% 22% 20%

0%

Store only Web only Store-to-web Web-to-store Other

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Ciò che i consumatori non hanno acquistato online o affatto negli

ultimi 12 mesi per categoria di prodotto - Global

Grocery 40%
25%
Do-it-yourself/home improvement 34%
31%
Furniture and homeware 33%
24%
Jewellery/watches 31%
30%
Don't purchase this category
Sports equipment/outdoor 28% online
31%
26% Don't purchase this category at
Household appliances 19% all
Health & beauty (cosmetics) 25%
20%
Toys 23%
31%
Clothing and footwear 18%
10%
Consumer electronics and computers 17%
13%
Books, music, movies and video games 11%
12%

Note: Bases vary by product category

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

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Ciò che i consumatori non hanno acquistato online o affatto negli

ultimi 12 mesi per categoria di prodotto - Italia

UK US Italy
Consumer electronics and computers 17% 19% 16%
13% 12% 12%
Toys 18% 23% 27%
38% 35% 30%
Health & beauty (cosmetics) 32% 31% 21%
20% 19% 18%
Household appliances 24% 39% 30%
16% 27% 19%

Clothing and footwear 15% 19% 20%

5% 8% 12%
Don't purchase this
Books, music, movies and video 6% 10% 13% category online
games 7% 10% 11%
Don't purchase this
Furniture and homeware 31% 41% 35% category at all
20% 27% 24%

Sports equipment/outdoor 25% 31% 30%

35% 36% 27%

Jewellery/watches 31% 31% 33%

31% 33% 31%

Do-it-yourself/home improvement 39% 43% 33%

24% 31% 25%

Grocery 38% 55% 38%

13% 19% 32%

0% 50% 0%
100% 50% 0% 100% 50% 100%
Note: Bases vary by product category

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Section 6
Focus sul mondo smartphones e
tablets

Il consumatore online • Caratteristiche, scelte ed opportunità

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App o mobile browser per i tuoi acquisti?

D: con che frequenza usi app o

Chi sceglie un app si aspetta un
mobile browser sul tuo
esperienza d’acquisto differente
mobile/smartphone per i tuoi
e migliore
acquisti?

30%

25% 24%
23%
22%
21% 21% 21%
20%
17%
16%
App
15%
12% Mobile browser

10%
8%
7% 7%

5%

0%
Daily Weekly Monthly A few times a Once a year Never
year

Base: 6,506

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L’uso di apps e mobile browsing sono entrambi metodi molto usati

dai consumatori italiani e ad alta frequenza di uso (1/2)

Uso apps by country

Global 16% 21% 23% 21% 7% 12%

Brazil 12% 18% 25% 26% 6% 13%
Canada 12% 17% 19% 28% 8% 15%
China 24% 32% 23% 15% 3% 3%
France 12% 19% 24% 24% 10% 12%
Germany 11% 19% 27% 22% 7% 14%
Hong Kong 14% 32% 32% 15% 0% 8%
India 22% 24% 26% 16% 6% 6%
Italy 16% 24% 27% 21% 5% 7%
Middle East 22% 21% 17% 22% 8% 10%
Netherlands 8% 11% 31% 23% 7% 21%
Russia 11% 16% 24% 23% 7% 19%
South Africa 16% 18% 20% 22% 7% 17%
Switzerland 11% 14% 22% 24% 12% 18%
Turkey 26% 22% 24% 13% 7% 8%
UK 12% 26% 22% 22% 6% 12%
US 13% 22% 25% 22% 6% 13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 6,506

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L’uso di apps e mobile browsing sono entrambi metodi molto usati

dai consumatori italiani e ad alta frequenza di uso (2/2)

Mobile browsing by country

Global 17% 22% 24% 21% 7% 8%

Brazil 17% 18% 24% 26% 6% 9%
Canada 12% 20% 26% 26% 5% 10%
China 24% 28% 24% 16% 3% 5%
France 12% 21% 21% 27% 11% 9%
Germany 11% 21% 26% 21% 10% 10%
Hong Kong 15% 33% 29% 17% 6%
India 23% 29% 21% 18% 5% 4%
Italy 16% 25% 26% 19% 7% 7%
Middle East 22% 18% 21% 23% 7% 7%
Netherlands 8% 14% 34% 25% 6% 15%
Russia 11% 19% 28% 25% 9% 7%
South Africa 22% 19% 17% 24% 8% 9%
Switzerland 7% 17% 25% 26% 11% 13%
Turkey 24% 20% 23% 16% 7% 10%
UK 13% 26% 25% 21% 7% 8%
US 13% 28% 26% 18% 7% 7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Daily Weekly Monthly A few times a year Once a year Never

Base: 6,506

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Le principali limitazioni per uso mobile sono la sicurezza e la

dimensione dello schermo

The screen is too small 41%

I'm worried about security 39%

I don't own a mobile/smartphone 20%

I don't have a data plan 16%

I have a slow data connection (3G, 4G, LTE) 13%

I do not have wifi access 10%

Other 10%

0% 20% 40% 60% 80% 100%

Base: 8,556

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Section 7
L’utilizzo dei social media

Il consumatore online • Caratteristiche, scelte ed opportunità

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Informazioni in cambio di un offerta personalizzata

Quasi l’80% dei consumatori ritiene che le attività di

ricerca, interazione e acquisto svolte su social
media offrano medio o alto valore aggiunto

Attività svolte dai consumatori su social media per paese

27%
40%
Bought products
31%
57%

37%
44%
Researched a brand
46%
69%

34%
Discovered brands I did not know or brands 44%
in which I developed a particular interest 40%
67%

35%
Provided positive or negative comments about 44%
my experience with a product or brand 37%
62%

30%
Interacted with my favourite brands, 42%
and it made me like these brands even more 30%
60%

39%
46%
Followed some of my favourite brands or retailers
40%
62%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Regno Unito Francia Germania Italia

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Section 8
Messaggi conclusivi

Il consumatore online • Caratteristiche, scelte ed opportunità

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Messaggi conclusivi

Consumer Journey Centralità del consumatore

I consumatori premiano chi permette loro piena libertà
di azione, purchè il canale di contatto, qualunque esso Gli investimenti devono essere mirati ad adottare
sia, gli permetta di vivere un esperienza unica e tecnologie che veramente contano per i consumatori
appagante e consistente.

Esperienza d’acquisto Orecchio ai consumatori

I consumatori desiderano interagire con gli operatori I consumatori vogliono “partecipare”, comunicare e
commerciali indifferentemente su più canali soprattutto essere ascoltati

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