Online facts & figures Toys & Hobby Toys & - PowerPoint Presentation

Online facts & figures Toys & Hobby

Toys & Hobby : secteur multicannal 10.10.18 - 2 - Bron : la Dernière Heure, août 2018

Table of contents - 3 - Sector fiches Objectives & methodology E-commerce general Sector focus

Objectives & Methodology 10.10.18 - 4 - Method Method : Online survey Recruitment : Online research panel Fieldwork period : 23rd March – 5th April 2018Interview length: 20 minutesCountry: BelgiumSamplen = 2014 Sample size was increased from 1500 to 2000 in order to increase the sample size per category. Each person saw up to 3 subcategoriesSample screening Age: 15-70Online purchases experience in last 12 months (both products / services)Sample quotaRepresentative for Belgian population on gender, age, and regionToys & Hobbies Toys -inside and outsideDress-up clothes and party articles -e.g. carnivalHobby materials -e.g. painting, etc.Office supplier -e.g. paper, office material, etc.Bron : étude e-commerce Comeos – InSites, juin 2018

Table of contents - 5 - Sector fiches Objectives & methodology E-commerce general Sector focus

E-commerce experiencePenetration last year - 6 - 2011 2012 2013 2014 2015 2016 2017 % of online population making online purchasesQ : Did you buy new -non-secondhand - products or services via the Internet in the past 12 months?Gross sample: n = 2779 | Filter: None*Extrapolated to the Belgian population regarding the current internet-population (87,4% in 2015 based on estimate for July 1, 2016 - http://www.internetlivestats.com) 76% 74% 74% 74% 74% 70% 59% 58% 2018 % of total Belgian population making online purchases 67%* 64% 64% 64% 60% 57% 46% 45% Bron : étude e-commerce Comeos – InSites , juin 2018

E-commerce experiencePenetration by device - 7 - Yes, via computer/ laptop Yes, via a smartphone Yes, via a tablet Yes, in a shop, via a kiosk Yes, in a shop, in a different way (e.g. via QR code scanning) Q : Did you buy new -non-secondhand - products or services via the Internet in the past 12 months? n = 2014 | Filter: Main sample 80% 35% 17% 9% 4% Bron : étude e-commerce Comeos – InSites , juin 2018

E-commerce experienceAt least monthly purchases - 8 - 2011 2012 2013 2014 2015 2016 2017 2018 Weekly2%2%4% 5%6%8%7%9%Monthly 15% 14% 20% 23% 27% 27% 35% 35% Every 1 to 3 months 31% 30% 30% 33% 31% 32% 29% 31% Every 3 to 6 months 22% 24% 23% 20% 18% 16% 16% 15% Every 6 to 12 months 20% 23% 18% 15% 14% 12% 10% 8% Less than once a year10%7%6% 4%5%4%3%3% Q : How frequently do you buy something via the Internet? n = 2014 | Filter: None 44% 42% 35% 33% 28% 24% 16% 17% Bron : étude e-commerce Comeos – InSites , juin 2018

E-commerce experience Current online shopping behavior - 9 - Q : How much did you spend online in the past month (in euro)? n = 2014 | Filter: None 2011 2012 2013 201420152016 2017Median score (spending per month)Spend more than 100€ in the past month2018 100€ 90€ 100€ 90€ 97€ 80€ 75€ 70€ 59% 49% 53% 49% 50% 47% 45% 43% Bron : étude e-commerce Comeos – InSites , juin 2018

Sector focusDelivery time / Time of purchase - 10 - Q : What day was your online purchase delivered? / At what time was your online purchase delivered? / At what time of the day do you do your purchase? Day of delivery Hour of delivery During the week A Saturday A Sunday I do not remember Before 09:00 Between 09:00 and 17:00 Between 17:00 and 20:00 After 20:00 I do not remember 64% 6% 2% 28% 3% 56% 13% 3% 25% Mornings (6:00 – 11:59) During the day (12:00 – 17:59) Evenings (18:00 – 23:59) Nights (00:00 – 05:59) 18% 38% 42% 2% Time of purchase n = 5054 | Filter: if bought <category> online in the last 12 months (each person saw up to 3 subcategories) Bron : étude e-commerce Comeos – InSites , juin 2018

E-commerce experience Barriers - 11 - I want to see it/try it before deciding to buy and that is not possible with e-commerce I have access to all the products/services I need in physical shops I want to see whether items are in stock in a physical shop I want to talk to a shop assistant/dealer when I want more information on a product or service I don't have or don't want to use a credit card I have to be home when the products are delivered I have serious doubts concerning the security level of online purchases/orders I don't like to give my personal data on the Internet I have a wider selection of products/services in the real world I don't have sufficient Internet experience yet there is more product information available in the real world prices aren't lower on the Internet I have experienced too many failed attempts to order/purchase something onlineOther reason 37% 36% 38% 31% 37% 41% 37% 22% 26% 26% 19% 17% 23% 23% 18% 21% 22% 17% 19% 15% 15% 22% 22% 25% 19% 20% 23% 22% 18% 18% 20% 24% 24% 29% 27%18%14%13% 14%19%16%16%19%22% 24%25%31%30%36%19%24% 24% 25% 22% 32%31%13%14%12%11%10%9%7%10% 8%10%11%11%11%8% 8%8%8%6%6%9%7% 6%7%6%10%8%7%7% 4%3%3%5%5%3% 5%8%3%5%5%3%3% 4%2016201520142013201220112018 Gross sample: n = 696 | Filter: never purchased onlineQ: Please tick the 3 main reasons for you for not yet having bought new products or services online? 2017 30% 23% 21% 19% 17% 16% 16% 15% 13% 9% 8% 7% 4% 7% Bron : étude e-commerce Comeos – InSites , juin 2018

Table of contents - 12 - Sector fiches Objectives & methodology E-commerce general Sector focus

Online purchases Current purchase new products - 13 - 2018 purchases online Q: Below we have listed all new products and services which you have bought in the past 12 months. n = 2014 | Filter: None -3% +23% -4% -1%-5%+5%-1%+21%0% -12%-7%+1%0%+19%+2%+22%0% +19% -2% N.A. +1% N.A. 0% +12% -1% +13% 0% +2% +7% N.A. -1% +5% Difference 2018 - 2017 Difference 2018 - 2011 Note: In 2018 the question was asked differently than in 2017. The slight decrease across categories is partly due to this change Category ‘pralines’ includes ‘specialized candy’, explaining bigger increase. No categories were added in ‘Home’ and ‘Animal’, meaning increase is real (and strong given general decrease). 61% 58% 45% 40% 36% 32% 31% 29% 25% 21% 20% 20% 19% 18% 9% 7% Fashion Traveling & leisure time Computer & Electronics Health & beauty Entertainment Books & eBooks Toys & hobby Home Sport Financial products Animals Food DIY & Garden Telecom Pralines Transportation Bron : étude e-commerce Comeos – InSites , juin 2018

Online purchases Frequency current online purchases - 14 - Q : Please indicate how often you bought the following new products and services via the Internet in the past 12 months? n = depends on category | Filter: if bought <category> online in the last 12 months No idea Once Twice 3 to 5 times 6 to 10 times 11 to 20 times More than 20 times Food Animals Entertainment Transportation Books and eBooks Pralines Telecom Fashion Travel & Leisure Health & Beauty Sport Toys & Hobbies Financial products DIY & Garden Home Computers & Electronics 13% 10% 10% 8% 5% 26% 8% 10% 6% 8% 8% 9% 10% 13% 12% 9% 10% 14% 20% 38% 18% 16% 35% 24% 20% 17% 34% 29% 47% 32% 35% 49% 17% 20% 21% 17% 24% 20% 20% 27% 28% 27% 27% 24% 21% 27% 26% 23% 20% 29% 23% 12% 27% 13% 14% 24% 31% 32% 18% 26% 10% 16% 16% 13% 17% 17% 13% 18% 16% 8% 9% 11% 11% 10% 9% 8% 6% 7% 7% 4% 13% 6% 7% 5% 5% 8% 11% 3% 3% 3% 3% 3% 2% 4 % 3 % 3 % 10% 4% 6% 3% 5% 8% 3% 2% 1% 1% 2% 1% 4% Note: Average across all subcategories Bron : étude e-commerce Comeos – InSites , juin 2018

Food Transportation Animals Traveling & leisure time Telecom Health & beauty Computer & Electronics Entertainment Books & eBooks Toys & hobby Financial products Pralines Sport DIY & Garden Home Fashion Online purchases Future intention to buy - 15 - Q : Do you expect to buy <category> more or less often online in the future? n = depends on category | Filter: if bought <category> online in the last 12 months A lot more More Equally often Less Much less No idea 25% 12% 16% 26% 17% N.A. 22% 23% 21% 16% 18% 25% 13% 22% 19% 23% 22% 28% 17% 18% 7% 24% 17% N.A. 17% 19% 15%20% 10%15%15%27%Top 2% - would buy more20172016 25%21%21%20%20% 20%19%19%19%18%17% 16%16%15%15%14% 2018 8% 7% 5% 4% 8% 3% 5% 6% 5% 4% 5% 6% 4% 3% 3% 2% 17% 14% 15% 16% 12% 17% 15% 13% 14% 14% 12% 10% 12% 12% 12% 12% 56% 38% 62% 67% 60% 65% 57% 61% 66% 65% 59% 49% 64% 63% 58% 66% 7% 17% 6% 3% 5% 4% 7% 5% 3% 6% 6% 8% 8% 7% 9% 6% 5% 8% 1% 1% 1% 1% 2% 1% 1% 1% 2% 5% 2% 4% 1% 1% 7% 16% 11% 9% 13% 11% 15% 13% 11% 10% 16% 22% 10% 11% 17% 13% Bron : étude e-commerce Comeos – InSites , juin 2018

Sector focusDrivers for E-commerce - Details - 16 - Q : What are the 3 main reasons why you bought <this product> online? n = depends on category | Filter: if bought <category> online in the last 12 months (each person saw up to 3 subcategories) Because it saves time Because it gets delivered to my doorBecause I can find products and services at lower pricesBecause I'm able to shop 24 hours a dayBecause I get access to special discounts, promotions...Because I have a wider selection of products/services onlineBecause I can compare and review different products/services Because I avoid crowdsBecause there is more product information onlineBecause I can see whether items are in stockBecause I get access to products/services that aren't available in my country Because I can always send back the product within a fortnight Other reason 44% 44% 44% 37% 59% 34% 39% 33% 32% 65% 29% 33% 42% 40% 62% 34% 62% 37% 41% 30% 45% 26% 43% 46% 43% 41% 55% 38% 42% 37% 42%12%36% 18%36%34%41%42%25%43% 43%46%39%15%22%52%38% 36% 33% 36% 23%34%35%40%29%44%29%31%33%30% 29%32%32%31%33%39%29% 37%29%25%27%27%25%38% 23%27%30%23%29%48%30% 33%33%24%20%27%38%34% 26%21%25%34%29%24%19% 29%22%26%26%22%24%25% 24%17%20%30%29%16%22% 26%25%18%22%19%24%20% 30% 31% 32% 18% 13% 14% 13% 25% 14% 13% 14% 15% 32% 23% 9% 16% 19% 20% 15% 27% 14% 11% 12% 16% 19% 7% 9% 11% 21% 12% 18% 10% 10% 10% 16% 14% 27% 13% 16% 11% 12% 9% 13% 17% 13% 14% 7% 21% 12% 13% 14% 15% 25% 6% 13% 17% 18% 10% 5% 15% 14% 14% 15% 11% 21% 12% 13% 15% 7% 17% 9% 8% 4% 4% 8% 9% 19% 6% 6% 11% 5% 13% 5% 17% 8% 3% 13% 6% 5% 5% 5% 4% 5% 4% 3% 4% 2% 8% 4% 4% 3% 3% 8% 3% 6% Total Books & eBooks Entertainment Computer & Electronics Telecom Fashion Toys & hobby Home DIY & Garden Food Pralines Health & beauty Sport Animals Traveling & leisure time Transportation Financial products Bron : étude e-commerce Comeos – InSites , juin 2018

Online purchasesRejection to buy online - 17 - Q : Which of the following products/ services would you never (again) purchase online? n = 2014 | Filter: None Transportation Food PralinesFinancial productsAnimalsDIY & Garden TelecomSportFashionHealth & BeautyHomeComputers & ElectronicsEntertainment Books and eBooks Toys & Hobbies Travel & Leisure 36% 25% 24% 19% 16% 16% 15% 14% 14% 14% 14% 12% 11% 10% 9% 6% Note: Average across all subcategories Bron : étude e-commerce Comeos – InSites , juin 2018

- 18 - n = depends on category | Filter: if rejects <category> to buy online Because I want to see or try it first Because I wish to be able to talk to the shop assistant or seller Because physical shops clearly offer advantages, e.g. wider range, immediately available... I would never buy this product, not even offline in a physical shop Out of habit Because the value of the product is too important Because online purchasing does not offer any clear advantage, e.g. cheaper, quicker... Other , namely TotalBooks & eBooksEntertainment Computer & Electronics Telecom Fashion Toys & hobby Home DIY & Garden Food Pralines Health & beauty Sport Animals Traveling & leisure time Transportation Financial products Online purchases Reasons of rejection to buy online - Details Q : Why would you never buy the following products online (again)? 40% 22% 14% 54% 14% 72% 37% 53% 49% 31% 40% 36% 57% 41% 14% 55% 11% 26% 7%13%41%52%20%23% 21%35%10%8%33%17%16%27% 32%63%21%13%11%22%16% 23%29%30%24%33%30% 24%15%30%15%16%11%16% 33%48%7%12%8%20%11% 9%17%6%11%15%10%18%6% 4%15%19%18%11%23% 8%18%12%8%24%25%17% 10% 24% 25% 7% 11% 14% 10% 8% 25% 15% 12% 9% 12% 12% 5% 3% 6% 7% 7% 14% 44% 23% 12% 14% 9% 9% 17% 8% 12% 14% 13% 18% 18% 16% 7% 12% 16% 8% 14% 4% 9% 6% 4% 2% 3% 4% 1% 2% 7% 4% 8% 6% 4% 8% 1% 3% Bron : étude e-commerce Comeos – InSites , juin 2018

- 19 - n = depends on category | Filter: if bought <category> online in the last 12 months (each person saw up to 3 subcategories) Books & eBooks Entertainment Computer & Electronics Telecom Fashion Toys & hobby Home DIY & Garden Food Pralines Health & beauty SportAnimalsTraveling & leisure timeTransportation Financial products 3% 2% 2% 4% 1% 1% 4% 4% 6% 8% 2% 2% 3% 1% 11% 3% 1% 0% 1% 4% 0% 0% 2% 2% 1% 6% 0% 1% 3% 1% 11% 0% 0% 0% 2% 3%0%0%2%3%1%8% 0% 1% 2% 0%8%1%0%0%0%3%0%0%0%2% 2%4%0%2%1%0%8%2% 1%1%2%1%2%1%0% 2%1%1%2%2%1%1%1% 1%95%97%94%86%96%97% 93%87%90%75%96%94%92%97% 64%95%Sector focusEncountered problemQ: Have you experienced problems with your delivery? If yes, which ones? Wrong / damaged / incomplete / missing delivery3%Conscious faulty information on the website2%Fraud concerning return shipment 1%Payment fraud e.g. hacked payment website1%Other1%No, there were no issues 92% Total Bron : étude e-commerce Comeos – InSites , juin 2018

Table of contents - 20 - Sector fiches Objectives & methodology E-commerce general Sector focus

- 21 - Content of sector fiches 1 st slide 2 nd slide 3 rd slide Online purchases Which new products or services did you buy in the past 12 months? Frequency Please indicate how often you bought the following new products via the Internet (for personal purposes) in the past 12 months. Do you expect to buy PRODUCT more or less often online in the future? Online penetration Below we have listed all new products and services which you have bought in the past 12 months. Please indicate for each product/ service via which channel you bought it. Rejection Which of the following products/ services would you never (again) purchase online? Profile (online purchases) Gender Age Region Purchase behaviour Via which appliance did you buy PRODUCT online? At what time of the day do you do your purchase? When you bought PRODUCT online, was it intended for yourself or for someone else? Payment How much money did you spend at your most recent online purchase of PRODUCT, in euro? How did you pay for it? Delivery How was PRODUCT delivered? At what time was your online purchase delivered? What day was your online purchase delivered? Drivers E-commerce What are the 3 main reasons why you bought PRODUCT from subcategory online? Barriers E-commerce Why would you never buy the following three products online , again? Websites At your most recent online purchase of PRODUCT, which of the following websites did you use? Why did you use WEBSITE for your online purchase? Please indicate the 3 main factors. Note: In these sector fishes category score is always compare with the average score across all categories Bron : étude e-commerce Comeos – InSites , juin 2018

- 22 - n = 628 | Filter: p urchased online in the last 12 months Meaningful difference compared with total Sector slides Toys & Hobby Profile (online purchases) Gender Age AVG categories 51 % 49 % 21 % 16% 14 % 18 % Female Male 31% AVG categories Region AVG categories *Avg. across all subcategories 58 % 10% 32 % Bron : étude e-commerce Comeos – InSites , juin 2018 Purchase of toys & hobbies has lower buying frequency (5+ purchases per year) when compared with total. More when compared with other categories, consumers purchase toys for someone else (private contact) as a gift.

- 23 - n = 628 | Filter: p urchased online in the last 12 months Meaningful difference compared with total Online purchases Rejection Sector slides Toys & Hobby 19% 13% % bought online 5+ times* Purchased at least one item online in the last 12 months AVG categories Category 18 % 18% % intent to buy more AVG categories Category % would never purchase again 9% 16% Category AVG categories 31% 30% Category *Avg. across all subcategories Frequency Dress-up clothes and party articles Hobby materials Toys Office supplier AVG categories Bron : étude e-commerce Comeos – InSites , juin 2018

- 24 - n = 322 | Filter: purchased online in the last 12 months Meaningful difference compared with total Purchase behaviour Sector slides Toys & Hobby 69% 19% 10% 1% 1% AVG categories Device used Time of purchase 18% 38% 42% 2% Mornings (6:00 – 11:59) During the day (12:00 – 17:59) Evenings (18:00 – 23:59) Nights (00:00 – 05:59) Recipient 55% 31% 7% 6% 1% For myself For myself and someone else For someone else, but they asked me to buy it for them For someone else (private contact) For someone else (professional contact) A computer / laptop A smartphone A tablet (In a shop) via a kiosk (In a shop), another way Bron : étude e-commerce Comeos – InSites , juin 2018

- 25 - n = 322 | Filter: purchased online in the last 12 months Meaningful difference compared with total Sector slides Toys & Hobby Payment Delivery Amount last purchase Payment method Delivery method Delivery time 64% 9% 8% 2% 1% 10% 5% 64% 6% 2% 29% 3% 56% 13% 3% 25% Delivery day 56€ For category 107€ 59% 17% 24% AVG categories 22% 25% 10% 8% 6% Online Offline Mobile Online – Bank card Online – Credit card Online – PayPal Mobile app - Bancontact app Mobile app - My bank's app Home delivery Pick-up at a pick-up point Pick-up at the shop Delivery at work Pick-up in a locker Other I do not rememberAVG categories AVG categoriesBefore 09:00 Between 09:00 and 17:00Between 17:00 and 20:00After 20:00I do not remember During the weekA Saturday A SundayI do not remember Bron : étude e-commerce Comeos – InSites, juin 2018

Because I want to see or try it first Because physical shops clearly offer advantages Because I wish to be able to talk to the shop assistant or seller I would never buy this product, not even offline in a physical shop Out of habit - 26 - Sector slides Toys & hobby Drivers E-commerce Barriers E-commerce 37% 36% 44% 27% 34% AVG categories Because it gets delivered to my door Because I can find products and services at lower prices Because it saves time Because I have a wider selection of products or services online Because I'm can shop 24 hours a day Top 5 n = 322 | Filter: purchased online in the last 12 months 40% 21% 26% 16% 15% Bron : étude e-commerce Comeos – InSites , juin 2018

- 27 - Meaningful difference compared with total Sector slides Toys & hobby Drivers E-commerce Websites Top 5 websites NPS score 38% Bol.com 17% Amazon 12% Aliexpress 10% Dreamland 6% Collishop 26 22 Category AVG categories Top 5 r easons for using the website n = 322 | Filter: purchased online in the last 12 months Price Quick delivery Satisfaction with previous experiences Low shipment costs Trust and safety AVG categories 38% 24% 27% 16% 18% Bron : étude e-commerce Comeos – InSites , juin 2018

Questions ?Fanny Ide 02 788 05 68 fi@comeos.be