Gfk Report
Internet Shopping Usage Habits Study Summary Report
March 2012
1
© GfK 2012 | Internet Shopping Usage Habits| March 2012
1 Study Background
What is study background?
Objective
• The main objective of the research is to understand internet shopping behaviors and to understand what kind of purchase that consumers realize with mobile/internet commerce activities
Scope
• Consumer profile • Internet usage habits • Overall shopping habits • Online shopper habits • Non-shoppers approach against online shopping
Methodology
• This study is based on a 30 minutes questionnaire, F2F interviewing technique
Sample Structure:
1. wave: 507 interviews February 13 to March 03, 2011
2. wave: 508 interviews
February 09 to February 27, 2012
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© GfK 2012 | Internet Shopping Usage Habits| March 2012
Who is target sample?
Age: 18 - 45 years old
Internet users (at least 2 hours a day)
%41 online shoppers %59 non shoppers
Gender: Female %33, Male %67
No quota!
Socio Economic Class: A, B, C1, C2
Inhabitants of city: Adana, Ankara, Bursa, Istanbul, Gaziantep, Antalya and İzmir.
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© GfK 2012 | Internet Shopping Usage Habits| March 2012
2 Main Findings
Customer Profile Summary Findings
• Customer profile is in a change. • Homogenity of the target sample has increased. • An increase is seen on the ratio of female users. • While middle SES (C1) has decreased, high (AB) and low (C2) SES segments has increased.
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© GfK 2012 | Internet Shopping Usage Habits| March 2012
Demographic Snapshot
Demographics - 2011 Demographics - 2012
67%
Male
29 years old
39% married 54%
Male
30 years old
42% married 41% have kids
81% employed 49% have kids
75% employed 1,370 TL
Personal income
29,5 AB 38,8 C1 31,7 C2 23,3 AB 54,6 C1 22,1 C2 3,6 Primary school 10,7 Secondary school 52,3 High school 33,6 University
1,684 TL personal income
8,5 Primary school 12,4 Secondary school 48,4 High
March 2012
1
© GfK 2012 | Internet Shopping Usage Habits| March 2012
1 Study Background
What is study background?
Objective
• The main objective of the research is to understand internet shopping behaviors and to understand what kind of purchase that consumers realize with mobile/internet commerce activities
Scope
• Consumer profile • Internet usage habits • Overall shopping habits • Online shopper habits • Non-shoppers approach against online shopping
Methodology
• This study is based on a 30 minutes questionnaire, F2F interviewing technique
Sample Structure:
1. wave: 507 interviews February 13 to March 03, 2011
2. wave: 508 interviews
February 09 to February 27, 2012
3
© GfK 2012 | Internet Shopping Usage Habits| March 2012
Who is target sample?
Age: 18 - 45 years old
Internet users (at least 2 hours a day)
%41 online shoppers %59 non shoppers
Gender: Female %33, Male %67
No quota!
Socio Economic Class: A, B, C1, C2
Inhabitants of city: Adana, Ankara, Bursa, Istanbul, Gaziantep, Antalya and İzmir.
4
© GfK 2012 | Internet Shopping Usage Habits| March 2012
2 Main Findings
Customer Profile Summary Findings
• Customer profile is in a change. • Homogenity of the target sample has increased. • An increase is seen on the ratio of female users. • While middle SES (C1) has decreased, high (AB) and low (C2) SES segments has increased.
6
© GfK 2012 | Internet Shopping Usage Habits| March 2012
Demographic Snapshot
Demographics - 2011 Demographics - 2012
67%
Male
29 years old
39% married 54%
Male
30 years old
42% married 41% have kids
81% employed 49% have kids
75% employed 1,370 TL
Personal income
29,5 AB 38,8 C1 31,7 C2 23,3 AB 54,6 C1 22,1 C2 3,6 Primary school 10,7 Secondary school 52,3 High school 33,6 University
1,684 TL personal income
8,5 Primary school 12,4 Secondary school 48,4 High