www.pwc.com
Global Multichannel Survey 2013 India
September 2013
Introduction PwC’s Global Retail and Consumer practice, in conjunction with the International Survey Unit (ISU), administered a global survey to understand and compare consumer shopping behaviours and the use of different retail channels across 15 territories: Brazil, Canada, China/Hong Kong, France, Germany, India, Italy, Middle East, Netherlands, Russia, South Africa, Switzerland, Turkey, UK and US. A team of subject matter specialists representing each participating territory developed the survey based on last year’s survey. The final survey for 2013 includes updated questions and answer options in addition to a new section on mobile shopping. Where possible and appropriate, last year’s questions have been retained in order to conduct year-on-year comparisons. Research Now, an external provider, carried out the survey in July and August 2013, resulting in 1,000 completed responses in every territory. Chart packs are available for both global results and country-specific results and can be requested through Claire-Louise Moore and Michael Brigoli. This document contains the results of the multichannel research conducted in India.
Global Multichannel Survey 2013 PwC
September 2013 Slide 2
Contents Page
PwC
Methodology
4
Section I: Demographics Section II: Buying Behaviours
7 10
Section III: Social Media Shopping
18
Section IV: Mobile Shopping Section V: Favourite Retailers
22 27
Section VI: The Purchase Journey
42
India specific questions
60
Methodology
PwC
Global research: Consumer shopping behaviour & Multichannel activity across the world
Netherlands Canada
UK
France US
Russia
Germany Italy
Switzerland
Turkey
China/HK
Middle East India
Brazil
Global Multichannel Survey 2013 PwC
South Africa
1,000+ respondents in every country
September 2013 Slide 5
Methodology • 15,080 online interviews conducted across 15 territories during July/August 2013. • In order to survey the most appropriate audience, online survey respondents in each country are nationally representative by the Research Now (RN) panel profile or online users for the following demographics:
Age Gender Employment status Region
• The RN panel profile was used for the majority of the countries except UK, France, Germany and Italy where the national online user profiles were available and applied. Global Multichannel Survey 2013 PwC
September 2013 Slide 6
Section I - Demographics
PwC
Demographic profile of respondents - India Gender
Male 46%
Female
54%
Age 35%
Employment Status
31% 30%
Employed full-time
26%
60%
Self-employed
25%
11%
Employed part-time
20%
10%
Student
15%
8%
Housewife/Husband
5%
Unemployed
3%
Retired
2%
10%
20%
13% 9%
5%
2%
0% 0%
50%
100%
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
65+
Base: 1006 Global Multichannel Survey 2013 PwC
September 2013 Slide 8
Region and household income breakdown - India Region Maharashtra Delhi Tamil Nadu Karnataka Andhra Pradesh West Bengal Uttar Pradesh Gujarat Kerala Madhya Pradesh Punjab Rajasthan Chandigarh Haryana Uttarakhand Assam Orissa Chhattisgarh Goa Jammu and Kashmir Mizoram Tripura Arunachal Pradesh Bihar Daman and Diu Jharkhand Nagaland Sikkim Himachal Pradesh Manipur Meghalaya
Household income
12.0% 11.3% 9.7% 7.4% 6.6% 5.6% 3.3% 2.2% 1.9% 1.4% 1.0% 1.0% 0.9% 0.5% 0.5% 0.4% 0.4% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0% 0% 0%
0% Base: 1006 Global Multichannel Survey 2013 PwC
10%
16.9% 15.9%
Under Rs. 20,000
4%
Rs. 20,000 to Rs. 59,999
4%
Rs. 60,000 to Rs. 99,999
4% 6%
Rs. 100,000 to Rs. 139,999
4%
Rs. 140,000 to Rs. 179,999 Rs. 180,000 to Rs. 219,999
6%
Rs. 220,000 to Rs. 259,999
5%
Rs. 260,000 to Rs. 299,999
4%
Rs. 300,000 to Rs. 339,999
8% 3%
Rs. 340,000 to Rs. 379,999
4%
Rs. 380,000 to Rs. 419,999
5%
Rs. 420,000 to Rs. 459,999
6%
Rs. 460,000 to Rs. 499,999
32%
Over Rs. 500,000
7%
Prefer not to disclose
20%
0%
10%
20%
30%
40%
September 2013 Slide 9
Section II - Buying behaviours Q6. On average, how often do you buy products online via your most used device for online shopping? Q7. Why don’t you buy products online? Q8. How long since you made your first ever online purchase? Q9. Why do you buy products online instead of in-store? Q10. Why do you buy products in-store instead of online? Q11. Which of the following in-store technologies would make your shopping experience better? Q12. How often do you buy products using the following shopping channels? PwC
Q6. On average, how often do you buy products online via your most used device for online shopping? 40% 35%
34% 31%
30% 25%
24%
20% 15% 10%
9%
5%
3%
0% Daily Please note: 42 said they never shop online Base: 1006 Global Multichannel Survey 2013 PwC
Weekly
Monthly
A few times a year
Once a year September 2013 Slide 11
Q7. Why don't you buy products online?
I prefer to touch/try the product
67%
I just prefer to shop in-store
50%
I don't trust the delivery process
36%
I'm worried about the security of my personal data
33%
I don't trust online payment methods
31%
I don't have a credit/debit card
24%
I don't have good broadband speed
12%
Prefer to shop over the phone I don't have good access to the internet
5% 0%
0% Base: 42 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
70%
80%
September 2013 Slide 12
Q8. How long since you made your first ever online purchase? 40%
38%
35% 30% 25%
25%
25%
20% 15% 10%
7%
5% 0%
Less than one year
Base: 1002 Global Multichannel Survey 2013 PwC
1-2 years
3-4 years
5-9 years
3%
3%
10 years or more
I don't remember
September 2013 Slide 13
Q9. Why do you buy products online instead of instore? I can shop from home
50%
I can shop 24/7 online
46%
Lower prices/better deals than in-store
39%
Easier to compare and research products/offers than instore
33%
Wider variety of products than in-store
23%
22%
Easier to find my favourite brands online
21%
Customer reviews of products available online Better product information than in-store
19% 15%
Looking for a particular brand/product I can only get some products online
11%
Receiving a promotion via email or text/SMS message
11%
Social media interactions via Facebook, Twitter, etc. (e.g. sharing a link, liking a brand, or posting a comment)
6% 1%
Other
0%
Base: 1006 Note: Respondents had to select their top THREE options. Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
September 2013 Slide 14
Q10. Why do you buy products in-store instead of online? 45%
I'm able to see, touch and try merchandise
43%
To get the product immediately
28%
I'm able to return items easily
27%
To get the product delivered quickly
23%
I'm more certain about fit/suitability of the product
21%
I'm more comfortable buying perishable products in-store
20%
To get the lowest price
18%
I simply enjoy shopping in the physical store because of the atmosphere
16%
It's easier to trust the brand/store
13%
To get personal advice from staff about the products
11%
I find the location convenient
9%
To have my shopping companions/friends comment on items before I buy To support local retailers
8%
I have a good relationship with the sales staff
8%
7%
My favourite retailers don't have an online store Other
0% Base: 1048 Note: Respondents had to select their top THREE options. Global Multichannel Survey 2013 PwC
0%
5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
September 2013 Slide 15
Q11. Which of the following in-store technologies would make your shopping experience better? Ability to check other store or online stock quickly
57%
Using your mobile phone to pay for your shopping
41%
Sales associates with tablets to show you alternative products
41%
Pay for an item through the store's app
39%
Sales associates who can take payment without going to the cash register
39%
In-store wifi with fast, simple, login
38%
Video walls that show the product you have selected
34%
QR codes that allow you to access additional content
23%
"Mirrors" that can share your picture with friends
20%
None of the above
4%
0%
10%
20%
30%
40%
50%
60%
70%
Base: 1006 Global Multichannel Survey 2013 PwC
September 2013 Slide 16
Q12. How often do you buy products using the following shopping channels? 50% 43%
45%
41%
40% 35%
32%
31%
32%
30% 24%
25% 20% 15%
19%
21%
15%
10% 5%
13% 12% 9%
6% 7% 6%6% 4% 5%
30%
30% 24%
20% 20% 17% 17% 14% 13%
22% 17%
20%
18% 15%
13% 10%
8%
31%
9% 7%7%
2%
2%
3%
0% Daily
Weekly
Monthly
A few times a year
Once a year
In-store
Catalogue/magazine
TV shopping
Online via PC
Online via tablet
Online via mobile phone or smartphone
Never
Online via social media platform Base: 1006 Global Multichannel Survey 2013 PwC
September 2013 Slide 17
Section III - Social media shopping
Q13. Which of the following have you done using social media... Q14. Have you researched, browsed or bought products using social media in any of the following product categories? Q15. What attracts you to go to a particular brand's social media site?
PwC
Q13. Which of the following have you done using social media... 45%
41%
41%
40%
37%
35%
33%
31%
29%
30%
38%
36%
36%
31%
30%
27%
25%
23%
20% 14%
15%
13%
14%
16%
20%
18% 15%
15%
16%
15%
14%
10% 5% 0% Followed some of Interacted with my favourite my favourite brands or brands, and it retailers made me like these brands even more
Provided positive Discovered or negative brands I did not comments about know or brands in my experience which I developed with a product or a particular brand interest
Researched a brand
Bought products
Yes, because it provides me with high value
Yes, because it provides me with moderate value
Yes, but no clear value
No
Base: 1006 Global Multichannel Survey 2013 PwC
September 2013 Slide 19
Q14. Have you researched, browsed or bought products using social media in any of the following product categories? Clothing and footwear
68%
Consumer electronics and computers
62%
Household appliances
54%
Books, music, movies and video games
52%
Health & beauty (cosmetics)
43%
Jewellery/watches
42%
Toys
28%
Grocery
28%
Furniture and homeware
22%
Sports equipment/outdoor
21%
Do-it-yourself/home improvement
18%
0% Base: 922 Global Multichannel Survey 2013 PwC
20%
40%
60%
80% September 2013 Slide 20
Q15. What attracts you to go to a particular brand's social media site (e.g. on Facebook)? 41%
Attractive deals/promotions/sales
38%
Interested in new product offerings
28%
To research products on social media before I buy them
26%
Friend's or expert's recommendation
21%
Opportunity to participate in competitions through social media
20%
Friends also interact with this brand on social media
19%
Advertising (e.g. TV, outdoor, newspaper/magazine, website) Interested in interacting with the brand and its online followers
18%
Had a good or bad experience and wanted to provide feedback through social media
18%
Received a promotion via email or text/SMS message
18% 16%
The brand provides customer service through social media
15%
Brand contacted me through social media
11%
Because I shop with them
8%
Flyer or recommendation in-store
0% Base: 941 Global Multichannel Survey 2013 PwC
5%
10%
15%
20%
25%
30%
35%
40%
45%
September 2013 Slide 21
Section IV - Mobile shopping
Q16. How often do you use either an app or the mobile browser on your mobile/smartphone for shopping? Q17. Why do you prefer an app or a mobile browser over the other? Q18. Which of the following have you done using your mobile/smartphone? Q19. Why don’t you use your mobile/smartphone for shopping?
PwC
Q16. How often do you use either an app or the mobile browser on your mobile/smartphone for shopping? 35% 30%
29%
25% 22%
23%
24%
26% 21%
20%
18%
App
16%
Mobile browser
15% 10% 6%
5%
5%
6% 4%
0% Daily
Weekly
Monthly
A few times a Once a year year
Never
Base: 691 Global Multichannel Survey 2013 PwC
September 2013 Slide 23
Q17. Why do you prefer an app or a mobile browser over the other? 50%
47%
45% 40%
40% 38%
35% 30%
29%
25%
22%
24%
App Mobile browser
20% 15% 10% 5% 0% Speed
Convenience
Easier to use on smart phone
Base (App): 623 Base (Mobile Browser): 636 Global Multichannel Survey 2013 PwC
September 2013 Slide 24
Q18. Which of the following have you done using your mobile/smartphone? Compared prices with competitors
4%
Researched the products Paid at the cashier*
61%
43%
5% 0%
77%
23% 33%
Scanned QR codes
41%
17%
Yes, at home/on the move
43%
29%
Used a coupon on your phone "Checked in" at store via social media platform (e.g. Foursquare or Facebook places)*
70%
37%
Yes, in-store
49%
No
0%
73%
27%
Located store with my mobile phone
9%
Checked funding available before purchasing
47% 44%
17%
0%
64%
34%
20%
40%
60%
80%
100%
*For Paid at cashier and “checked in” at store, respondents were not able to select yes at home/on move. Global Multichannel Survey 2013 PwC
September 2013 Slide 25
Q19. Why don't you use your mobile/smartphone for shopping? I'm worried about security
55%
The screen is too small
39%
I don't have a data plan
20%
I have a slow data connection (3G, 4G, LTE)
17%
I do not have wifi access
16%
I don't own a mobile/smart phone
15%
Other
6%
0% Base: 315 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
September 2013 Slide 26
Section V - Favourite retailers in India Q20. Have you shopped with any of the following retailers over the last 12 months through any channel (in store, PC, tablet, mobile/ smartphone, or social media)? Q21. Of those you have chosen, please specify if you have purchased something from them in-store and/or online. Q22. Of those you have chosen, which are your favourite retailers/brands? Q23. Why do you shop at your top 3 favourite retailers/brands? Q24. What would you do if your favourite retailer closed down your local store? PwC
Q25. Please state which online only retailers you have shopped with over the last 12 months, indicating if you have made purchases from your PC, from a tablet, from a mobile/smartphone or via a social media platform. Q26. Today, companies are increasingly offering products directly to consumers, bypassing retailers. If you do shop from brand websites, why do you buy directly from the brand's website? Q27. In each of these product categories, please indicate if you have bought directly from a brand online.
PwC
Q20. Number of retailers shopped with over the last 12 months 45%
41%
40% 35% 30%
30% 25% 20% 15%
14% 12%
10% 5%
2%
0% Only 1 retailer
2 to 5
6 to 10
11 to 20
21+
Note: Information calculated from specified list of India retailers. Please note options excluded online only retailers. Base: 1006 Global Multichannel Survey 2013 PwC
September 2013 Slide 29
Q21a. Number of retailers used by multichannel shoppers 100% 90% 80% 70% 60% 50%
49% 39%
40% 30% 20%
8%
10%
2%
2%
11 to 20
21+
0% Only 1 retailer
2 to 5
6 to 10
Note: We have defined a multichannel shopper as someone who purchases from at least two of the following channels; physical store; online via tablet /PC or via mobile/smartphone. Base: 240 Global Multichannel Survey 2013 September 2013 PwC Slide 30
Q21b. Frequency of channels used for retailers selected
94%
Physical store
57%
Tablet or PC
23%
Mobile/Smartphone
0%
Base: 960 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
September 2013 Slide 31
Q22. Of those you have chosen, which are your favourite retailers/brands? (top 10 mentioned) Big Bazaar
48%
Shoppers Stop
26%
Reliance fresh
23%
Pantaloon
21%
Westside
13%
Spencers
13%
Raymonds
13%
D'mart
12%
Reliance trends
11%
Reliance digital
11%
0% Base: 999 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60% September 2013 Slide 32
Q23. Why do you shop at your top three favourite retailers/brands? 93%
I trust the brand
92%
They're always inexpensive/reasonably priced I like the products (they sell things I cannot find anywhere else)
90%
I like the store, its location and staff
90%
They usually have the items I want in stock, and I can check the in-store availability of a product online
88%
They have a great loyalty programme (e.g. I get points/rewards)
86%
They have fast/reliable delivery (e.g. same day delivery, pick up online purchases in-store or designated pick up location, etc.)
86%
They have really different/interesting marketing which catches my imagination
86%
They provide advice or help me choose products
85%
They have a good returns policy (e.g. free returns, return items to store when purchased online, etc.)
84% 81%
Their website/mobile site is easy to use They do really interesting stuff with their social media (Facebook, Tumblr, Twitter, etc.) which shows they understand my interests
77% 27%
Other
0% Base: 998 Total responses selected for up to three retailers. Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
70%
80% 90% 100%
September 2013 Slide 33
Q24. What would you do if your favourite retailer closed down your local store? Find their next nearest physical store and go there
70%
Find an alternative retailer's local store selling similar products
54%
Start/increase ordering from their website
51%
Find an alternative online retailer's website selling similar products
38%
Go onto social media and join discussion about store closure
27%
Generally spend less on this type of product
13%
0% Base: 996 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
70%
80%
September 2013 Slide 34
Q25a. Number of online only retailers shopped with over the last 12 months 45%
42%
40% 35% 30%
30% 25% 20%
17%
15% 10%
10%
5% 0% Only 1 retailer Base: 1006 Global Multichannel Survey 2013 PwC
2 to 5
6 to 10
>10
September 2013 Slide 35
Q25b. Respondents who use multiple digital platforms – number of online only retailers shopped with 45% 41%
40% 35% 30%
29%
25% 19%
20% 15%
10%
10% 5% 0% Only 1 retailer
2 to 5
6 to 10
>10
Note: respondents could select whether they purchased from online retailers via PC, Tablet, mobile/smartphone or social media platform. Base: 340 Global Multichannel Survey 2013 September 2013 PwC Slide 36
Q25c. Top 10 online only retailers you have shopped with over the last 12 months (top 10 mentioned) 82%
Flipkart
eBay
67%
Snapdeal
67% 64%
Jabong
63%
Myntra homeshop1 8
62% 55%
Amazon
naaptol
54%
Yebhi
54% 47%
Junglee
0%
10%
Base: 1006 Global Multichannel Survey 2013 PwC
20%
30%
40%
50%
60%
70%
80%
90% September 2013 Slide 37
Q25d. Top 10 online only retailers you have shopped with over the last 12 months, indicating from where you have made purchases (top 10 mentioned) – India 80% 74% 69%
70%
65%
64%
65% 60%
59%
60%
58% 55% 51%
50% 40% 30%
26% 24%
24% 24%
20% 14%
15%
26% 24%
13%
25% 24%
15%
23% 22% 16%
27% 24% 18%
27% 23% 17%
27% 25%
27% 24%
25% 24% 20%
17%
17%
10% 0%
PC
Note: Multi-response question Global Multichannel Survey 2013 PwC
Tablet
Mobile/smartphone
Social media
September 2013 Slide 38
Multichannel Ratio - India 25% 23%
20% 17%
15% 12% 12% 11% 11% 11% 10% 11%
10% 7%
5%
5%
13% 13%
13% 14%
14% 14% 15%
15%
18%
19% 19%
16%
9% 8% 9% 9%
6%
0%
Note: For each retailer, the multichannel ratio is the number of shoppers who have made purchases from more than one channel divided by the total number of shoppers. Global Multichannel Survey 2013 PwC
September 2013 Slide 39
Q26. If you do shop from brand websites, why do you buy directly from the brand's website? Lower price
51%
Full range or more choice
47%
Good stock availability
30%
Better warranty/guarantee
28%
Better service
26%
Love of brand/loyalty
16%
The brand has everything I need
14%
Better experience
14%
Better refund/exchange policy
12%
Customisation/personalisation of product
12%
Other
1%
I do not shop directly from brand websites
10%
0% Base: 1006 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60% September 2013 Slide 40
Q27. In each of these product categories, please indicate if you have bought directly from the brand online Clothing and footwear (incl. sportswear, kids and babies)
66%
Consumer electronics (incl. cameras, TV, DVD players etc.) and computers
56%
Household appliances (incl. freezers, microwaves etc.)
50%
Books, music, movies and video games
45%
Health & beauty (cosmetics)
33%
Jewellery/watches
33%
Grocery
27%
Toys
23%
Sports equipment/outdoor
19%
Furniture and homeware
17%
Do-it-yourself/home improvement
13%
0% Base: 908 Global Multichannel Survey 2013 PwC
10%
20%
30%
40%
50%
60%
70%
September 2013 Slide 41
Section VI - The purchase journey Q28. For each of the following product categories, how many of your purchases have you made online over the last 12 months? Q29. Which method do you most prefer for RESEARCHING your purchases? Please select only one option per category. Q30.Which method would you most prefer for BUYING your purchases? Please select only one option per category. Q31. Which are the most important delivery options for you when making a purchase online? Q32. Which are the most important return options for you when making a purchase online? PwC
Q28a. Those who have not purchased online/at all over the last 12 months for each of the product categories. Furniture and homeware
30%
18%
Grocery
27%
17%
Do-it-yourself/home improvement
23%
Sports equipment/outdoor
22%
14%
Household appliances
Don't purchase this category ONLINE
20%
8%
Don't purchase this category at all
20%
Toys
19%
Consumer electronics and computers
11%
Health & beauty (cosmetics)
9%
Clothing and footwear
15%
13% 12%
5%
10%
Books, music, movies and video games
9%
0% Global Multichannel Survey 2013 PwC
25%
20%
Jewellery/watches
26%
10%
20%
30%
40% September 2013 Slide 43
Q28b. For each of the following product categories, how many of your purchases have you made online over the last 12 months? 100% 90% 80%
39%
35%
31%
26% 36%
29%
34%
33%
33%
20%
23%
35%
27%
70% 60% 50%
23%
25%
28%
26%
30% 20%
14%
A few purchases (1 - 20%)
23%
Some purchases (21 - 40%) 21%
17%
20%
16% 23%
19%
15%
23%
14%
16%
18%
9%
8%
8%
17%
17% 12%
12%
Global Multichannel Survey 2013 PwC
5%
About half of my purchases (41 - 60%) Most of my purchases (61 - 80%)
17%
10% 0%
24%
25%
30%
40% 17%
27%
9%
11%
7%
18%
14%
19%
16%
9%
11%
8%
10%
Almost all of my purchases (81 - 100%)
September 2013 Slide 44
Consumer electronics and computers Preferred purchase journey 4%
5%
31%
Research
Purchase
Online
In-Store
43% 49%
59% 4%
Catalogue/magazine
In-Store
TV Shopping
Online
4%
Online channels separated 6%
7%
8%
9% 9%
76%
Research
Purchase
Online via PC
Online via PC
Online via PC Online via mobile/smartphone
Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform
11%
75%
September 2013 Slide 45
Household appliances Preferred purchase journey 10%
13%
51%
29%
Research
Purchase
Online
In-Store
36%
46% 7%
Catalogue/magazine
In-Store
TV Shopping
Online
7%
Online channels separated 5%
6% 13%
11%
15%
Research
Purchase
Online via PC
Online via PC
67%
12% 70%
Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 46
Clothing and footwear Preferred purchase journey 5%
8%
26% 55%
11%
Research
Purchase
Online
Online
Catalogue/magazine
In-Store
TV Shopping
Online
37%
48%
10%
Online channels separated 5%
7%
11%
13% 11%
Research
Purchase
Online via PC
Online via PC
16% 68%
69% Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 47
Books, music, movies and video games Preferred purchase journey 8%
9% 17%
Research
Purchase
Online
Online
6%
21%
5%
66%
68% Catalogue/magazine
In-Store
TV Shopping
Online
Online channels separated 8%
11%
12%
12%
Research
Purchase
Online via PC
Online via PC
68%
4%
14%
72% Online via PC Online via mobile/smartphone
Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 48
Furniture and homeware Preferred purchase journey 7%
11%
45%
Research
Purchase
Online
In-Store
32%
37% 5% 7%
Catalogue/magazine
In-Store
TV Shopping
Online
56%
Online channels separated 5%
8%
12%
11%
23%
58%
Research
Purchase
Online via PC
Online via PC
49% 33%
Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 49
Sports equipment/outdoor Preferred purchase journey 8%
9%
29%
Research
Purchase
Online
Online
45% 41%
56% 6%
Catalogue/magazine
In-Store
TV Shopping
Online
6%
Online channels separated 6%
9% 19% 57%
Research
Purchase
Online via PC
Online via PC
15% Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform
23% 51%
20%
September 2013 Slide 50
Jewellery/watches Preferred purchase journey 4%
7%
Research 32% 55%
6%
Purchase
Online
In-Store
Catalogue/magazine
In-Store
TV Shopping
Online
43% 47%
6%
Online channels separated 14%
12% 15% 12%
Research
Purchase
Online via PC
Online via PC
61%
13% 59% 14%
Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 51
Do-it-yourself/home improvement Preferred purchase journey 10%
10%
30%
53%
7%
Research
Purchase
Online
In-Store/ Online
Catalogue/magazine
In-Store
TV Shopping
Online
42% 42% 7%
Online channels separated 8%
11% 17% 56%
Research
Purchase
Online via PC
Online via PC
16%
19% 54% 20%
Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 52
Grocery Preferred purchase journey 3%
5%
42%
Research
Purchase
In-Store
In-Store
33%
48%
59%
5% 6%
Catalogue/magazine
In-Store
TV Shopping
Online
Online channels separated 14%
13% 17% 54% 16%
Research
Purchase
Online via PC
Online via PC
Online via PC Online via mobile/smartphone
Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform
18%
47%
21% September 2013 Slide 53
Toys Preferred purchase journey 7%
7%
30%
Research
Purchase
Online
Online
50%
36%
56% 7%
Catalogue/magazine
In-Store
TV Shopping
Online
6%
Online channels separated 8%
8% 19%
14%
58%
Research
Purchase
Online via PC
Online via PC
18% 58% 16%
Online via PC Online via mobile/smartphone Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
Online via tablet Online via social media platform September 2013 Slide 54
Health and beauty (cosmetics) Preferred purchase journey 4%
8% 24%
Research
Purchase
Online
Online
33% 54%
61% 7%
Catalogue/magazine
In-Store
TV Shopping
Online
9%
Online channels separated 9%
9% 15%
14%
Research
Purchase
Online via PC
Online via PC
15%
15%
61% Online via PC Online via mobile/smartphone
Note: % totals may range from 99 to 101 due to rounding. Global Multichannel Survey 2013 PwC
62%
Online via tablet Online via social media platform September 2013 Slide 55
Cross-channel shopping behaviour Those who do not research before purchasing DIY / Home Improvement
15%
Toys
15%
Sports equipment / outdoor
14%
Grocery
12%
Furniture and Homeware
8%
Books, music, movies and video games
7%
Jewellery / watches
7%
Health & Beauty
7%
Clothing and footwear
4%
Household appliances
3%
Consumer electronics
2%
0% Global Multichannel Survey 2013 PwC
2%
4%
6%
8%
10%
12%
14%
16% September 2013 Slide 56
Cross-channel shopping behaviour Research to purchase 8% 3%
19%
17%
15%
3%
3%
9%
15%
5%
8%
12%
2%
13% 2%
12% 16%
18%
10% 4%
15%
14% 3%
8% 4%
10%
12%
10%
11%
12%
5%
5%
4%
11%
13%
9%
Other
Store-to-web 31% 30%
41% 34%
46%
45%
40%
49%
41%
52%
65%
43%
Web-to-store
Web only 47% 37% 29%
28%
28%
24%
31%
30%
28%
29%
Store only
21%
12%
Global Multichannel Survey 2013 PwC
September 2013 Slide 57
Q31. Which are the most important delivery options for you when making a purchase online? Free delivery
78%
Same day delivery
42%
I can choose to get all of my items in one delivery
42%
Specific agreed-upon time frame for delivery (e.g. Monday 8:00-8:30 am) Any means of delivery that reduces my carbon footprint, waste or packaging
30% 28%
Standard postal delivery for non-critical items
28%
Can pick up purchase from a convenient location (e.g. local convenience store)
23%
Pick up at post office or courier/delivery store (e.g. FedEx or UPS)
23%
Purchase online and collect in-store
22%
90-minute delivery for store-based purchase
21%
Locker/box collection (e.g. Amazon Lockers) Other
11% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Base: 1006 Global Multichannel Survey 2013 PwC
September 2013 Slide 58
Q32. Which are the most important return options for you when making a purchase online? Online purchase returns available in-store
58%
Specific agreed-upon time frame for pick up (e.g. Monday 8:00-8:30 am)
49%
Paid postage for returns
48%
Can return purchase to a convenient location (e.g. local convenience store)
45%
Locker/box drop off (e.g. Amazon Lockers)
23%
Other
1%
0%
10%
20%
30%
40%
50%
60%
70%
Base: 1001 Global Multichannel Survey 2013 PwC
September 2013 Slide 59
India specific questions Q33. What do you wish Indian online retailers would do to make you research, browse and shop online more? Q34. Which product categories do you prefer to buy through your phone?
PwC
Q33. What do you wish Indian online retailers would do to make you research, browse and shop online more? (India specific question) Make it easier to view/research products online
90%
Increase product range
89%
Design better site functionality (well planned site, less clicks to buy, easy purchase process, etc.)
87%
88%
88%
88%
89%
89%
90%
90%
91%
Base: 1002 Global Multichannel Survey 2013 PwC
September 2013 Slide 61
Q34. Which product categories do you prefer to buy through your phone? (India specific question) Books, music, movies and video games
56%
Clothing and footwear
44%
Consumer electronics and computers
37%
Grocery
34%
Health & beauty (cosmetics)
32%
Household appliances
30%
Jewellery/watches
24%
Toys
23%
Sports equipment/outdoor
21%
Furniture and homeware
16%
Do-it-yourself/home improvement
13%
0%
10%
20%
30%
40%
50%
60%
Base: 974 Global Multichannel Survey 2013 PwC
September 2013 Slide 62
