Research Online Purchase Offline ROPO Mobile DSL March 2010 Media Efficiency Panel Project Research Online Purchase Offline ROPO The role of the internet in the decision process for mobi ID: 819306
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GfK Consumer TrackingResearch Online, P
GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Media Efficiency Panel Project Research Online, Purchase Offline (ROPO)The role of the internet in the decision process for mobile & DSLGfK Panel ServicesGfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Agenda2.Results3.Key Findings1.Methodology and Objective3GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Project Overview & Key ObjectiveThe role of the internet in the decisio
n process for mobile & DSL contractsCl
n process for mobile & DSL contractsClickstreamâ¢Internet usage behaviour in private households in Germanyâ¢Source: Media Efficiency Panel (MEP)Single Source DataâHow does the research process looks like for consumers who sign a mobile or DSL contract online or offline?Questionnaireâ¢Primary research among panelists of MEPâ¢Source: Media Efficiency Panel (MEP)4GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Research Elements419 October 2010ClickstreamâSource: Media Efficiency Panel (MEP) by
GfK, representative for online populatio
GfK, representative for online populationâN= 16,022 panelists (with ongoing online measurement from July âOct 2009)âMeasurement of online behavior: âPanelists installed browser plug-in on all home PCsto capture individualtraffic: Log-in screen when browser is launched. âPlug-in captures visits, page impressions, keywords & ad impressions/ clicks (display & search)QuestionnaireâSurvey (DSL & mobile & contracts) among panelists in cw 48/49 2009 (N= 23,887)âthereof 275 DSL-buyersand 801 mobile buyerswith purchase from Jul
y âOct 2009 and ongoing online meas
y âOct 2009 and ongoing online measurement up to 12 weeks before purchase5GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Definition Online Research519 October 2010âBasis: 3,625 search terms, defined by iProspect, Vodafone, Google and GfKâExact, phrase & broad match to keywords that panelists enteredâManual review by Google team to delete wrong keywords (e.g. eplus: ânetzabdeckung eplusâ ok., ânikeplusâ or âsofortrenteplusâ excluded)ResearchonlineSearchWebsiteâAnalysis of online
research process is based on observati
research process is based on observational dataâDefinition Online Research: A consumer visited at least one relevant websites and/ or entered at least one relevant keyword at home âBasis: 554 websites, defined by project teamâWhitelist included telecommunication only sites (e.g. eplus.de) as well as more general websites (e.g. amazon.de) âTo exclude non-telco sub-domains site title of general websites were scanned with keyword list (e.g. exclude amazon.de/bücher)GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile &
DSLMarch 2010Agenda2.Results3.Key
DSLMarch 2010Agenda2.Results3.Key Findings1.Methodology and Objective7GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Sources for Information719 October 2010Mobile BuyerDSL BuyerBase: Mobile buyer, DSL buyer* âinternetâ is based on observational data, other sources based on survey dataØ 1.5 sourcesØ 1.6 sourcesInternet is main source of information in both product categories, mobile and broadband. Approx. 1 offline source is used.Base: mobile buyer, DSL buyer8GfK Consumer TrackingResearch On
line, Purchase Offline (ROPO) âMobil
line, Purchase Offline (ROPO) âMobile & DSLMarch 2010819 October 2010Mobile ContractDSL Contractofflineonline69%31%Base: Mobile buyer, DSL buyer with internet access at homeofflineonline64%36%Sales ChannelApprox. one third of internet users report that the contract was signed online. Base: mobile buyer, DSL buyer with internet access9GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010919 October 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering
a 30-day-Black-out-PeriodOnlin
a 30-day-Black-out-PeriodOnlineOfflineOnlineOfflineResearchâ¦22%9%32%37%Purchase...31% online conversions: Todays basis for online marketing59% of contracts: pure online conversions plus ROPO contracts are more appropriate basis to reflect the full value of online marketing Please note. Consumers with at least one relevant website visit and/ or search query are assigned to âresearch onlineâResearch Online, Purchase Offline (ROPO)31% of all contracts were made online. For another 37% consumers researched online first before signing
the contract offline. Base: mobile buy
the contract offline. Base: mobile buyer, DSL buyer with internet accessMobile Buyer10GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 20101019 October 2010Mobile BuyerDSL BuyerMobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-PeriodOnlineOfflineOnlineOfflineResearchâ¦22%9%32%37%Purchase...OnlineOfflineOnlineOfflineResearchâ¦20%16%35%29%Purchase...Please note. Consumers with at least one relevant website visit and/ or
search query are assigned to âresear
search query are assigned to âresearch onlineâResearch Online, Purchase Offline (ROPO)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 access11GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 20101119 October 2010Mobile BuyerPost paid -%Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-PeriodOnlineOffline
OnlineOfflineResearchâ¦26%8%25%41
OnlineOfflineResearchâ¦26%8%25%41%Purchase...OnlineOfflineOnlineOfflineResearchâ¦Purchase...Index: 90Mobile BuyerPost paid -ARPUIndex: 116Index: 79Index: 91Please note. Consumers with at least one relevant website visit and/ or search query are assigned to âresearch onlineâResearch Online, Purchase Offline (ROPO)Among post paid contracts the share of ROPO consumers is even higher. The ROPO segment is also the most valuable one (+16%). Base: mobile buyer, DSL buyer with internet access12GfK Consumer TrackingResearch Online, Pu
rchase Offline (ROPO) âMobile & DSL
rchase Offline (ROPO) âMobile & DSLMarch 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period1219 October 2010Mobile BuyerDSL Buyer9-12 weeks5-8 weeks3-4 weeks1-2 weeks5-8 weeks3-4 weeks1-2 weeks9-12 weeksØ 44 daysØ 40 daysOnline Research Process: DurationThe average online research process takes approx. 6 weeks (same for mobile & DSL). Base: mobile buyer, DSL buyer with internet access13GfK Consumer TrackingResearch Online, Purchase Offl
ine (ROPO) âMobile & DSLMarch 2010
ine (ROPO) âMobile & DSLMarch 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period1319 October 2010Mobile -Ø in days DSL -Ø in days pure onlineROPOAll buyerspure onlineROPOAll buyersOnline Research Process: DurationPure online decision process is slightly longer than process of consumers who research online and purchase offline. Base: mobile buyer, DSL buyer with internet access14GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile &
DSLMarch 20101419 October 2010Mobil
DSLMarch 20101419 October 2010Mobile BuyerDSL BuyerSearch engine usageWebsite visitResearch onlineMobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-PeriodOnline Research Process: Websites & SearchesApprox. ½ of mobile and DSL consumers use a search engine in the decision process. Base: mobile buyer, DSL buyer with internet access15GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 20101519 October 2010Ø number of unique domains visite
dBrandTotalTarifPrice ComparisonHar
dBrandTotalTarifPrice ComparisonHardwareGenericTarifPrice comparisonHardwareGenericBrandTotalvisit a relevantwebsite up to 12 weeks before purchase visit a relevant website upto12 weeks beforepurchase39%22%10%18%60%28%60%28%8%45%37%10%15%7%9%27%41%18%52%26%10%50%28%51%27%7%4%10%32%19%16%30%40%10%4%29%25%28%number of unique domains visited0123-45+60%28%3%60%28%45%37%6%11%2%10%47%19%9%26%36%12%6%37%21%20%Mobile BuyerDSL Buyer57,2%48,0%0123-45+Mobile Buyers/DSL buyers, in
ternet population, research up to 12 we
ternet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-PeriodMobile 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 access16GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period1619 October 2010Mobile -Ø Websites DSL -Ø Web
sites pure onlineROPOAll buyerspure
sites pure onlineROPOAll buyerspure onlineROPOAll buyersOnline Research Process: WebsitesDifferences across segments are rather small concerning usage of (unique) websites. Base: mobile buyer, DSL buyer with internet access17GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 20101719 October 2010Ø number of search queriesTarifPrice comparisonHardwareGenericBrandTotalsearch for relevant keywords up to 12 weeks before purchase31,0%search for relevant keywords up to 12 weeks before purchase22,9%number of
search queriesTarifPrice comparisonH
search queriesTarifPrice comparisonHardwareGenericBrandTotalMobile BuyerDSL Buyer0123-45+0123-45+Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period94%2%91%3%2%46%11%7%30%28%15%18%28%59%13%9%13%18%16%53%92%5%84%8%2%75%8%5%6%6%30%14%19%25%46%29%5%8%22%24%38%On average mobile buyers made 15.5 search queries while DSL buyers enter 7.8 search queries. Base: mobile buyer, DSL buyer with internet access18GfK Consumer Tra
ckingResearch Online, Purchase Offline
ckingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period1819 October 2010Mobile âSearch Engine UsageDSL âSearch Engine Usage pure onlineROPOpure onlineROPOOnline Research Process: Search Engine UsageAlmost 50% of those who research online and purchase offline (ROPO) use a search engine during the decision process. Base: mobile buyer, DSL buyer with internet access19GfK Consumer TrackingRes
earch Online, Purchase Offline (ROPO) â
earch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period1919 October 2010Mobile -Ø Queries DSL -Ø Queries pure onlineROPOpure onlineROPOOnline Research Process: Search QueriesUsers 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 usage20GfK Consumer TrackingResearch Online, Purchase
Offline (ROPO) âMobile & DSLMarch
Offline (ROPO) âMobile & DSLMarch 2010Mobile Buyers/DSL buyers, internet population, research up to 12 weeks before purchase, considering a 30-day-Black-out-Period2019 October 2010%%Mobile BuyerDSL Buyerbrand hardware generic Online Research Process: Search QueriesGeneric search terms dominate the research process. As DSL is less complex users start with generic search before entering brands. Base: mobile buyer, DSL buyer with search engine usage21GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2
01021internetoffline (e.g. call cent
01021internetoffline (e.g. call centre, shop, friends, TV, magazines etc.)Touchpoints* Mobile Decision Process(1.5 contacts per offline source, 4.2 online (=number of unique websites))* assumption: 1.5 contacts per offline touchpoints. Online. 4.2 (=# of unique websites)searchinternetTouchpoints* DSL Decision Process(1.5 contacts per offline source, 3.2 online (=number of unique websites))searchoffline (e.g. call centre, shop, friend, TV, magazines etc.)For both products, mobile and DSL, online touchpoints dominate the research process -but
media mix often is focused on offline m
media mix often is focused on offline media. 19 October 2010GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Agenda2.Results3.Key Findings1.Methodology and Objective23GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 201023sign mobile contractactiveresearch for infopassiveexposure to ATL mediacall centrewebsitessearch engineshopword of mouthKey question for todayâs marketing mix: Is the media mix following the touchpoints in the consumer decision making proces
s?24GfK Consumer TrackingResearch Onl
s?24GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Key ResultsWhile CPO for online marketing focuses on online conversions only, the ROPO effectsuggests that offline effects of online media need to be considered as well: 37%of consumers who sign a mobilecontract and 29%of DSLsign-ups have research online, before signing the contract offline.The online research processof the ROPOsegment and the consumers who convert onlineis similar. The intensity of the research process (duration, websites visit
ed, search queries) is higher for onlin
ed, 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 websiteswithin the decision process for telecommunication products. For both products, mobile and DSL, generic keywordsplay an important role. During the research processfor 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
the majority of brand touchpoints are online. In order to follow the consumer journey advertisers should therefore carefully review their media strategywhich is often very offline centric.GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Thank You!GfK Consumer TrackingResearch Online, Purchase Offline (ROPO) âMobile & DSLMarch 2010Your contacts at GfK:Karlheinz SeidlSenior Specialist +49 911 395-31 41karlheinz.seidl@gfk.comDr. Christoph TillmannsResearch Manager+49 911 395-21 21christoph.tillmanns@