Omnibus WEB Major Consumer Trends September 2013 Survey commissioned by
Table of Contents Methodological Summary 3 Factors Influencing Purchase 4 Online Purchase Behavior 7 Online Research for Product Purchase 10 Types of Products Bought Online 13 Factors Influencing Store/Supplier Selection 16 CSR Factors That Influence Product/Business Selection 18 Local Purchasing Behavior 21 Brand Influence on Purchase Intent 24 Perceived Value Added 27 Influence of Recession 30 22
Methodological Summary Method of data collection Web survey Markets Total Canada Sample size 1023 respondents Selection criteria - Canadian - 18 y/o and over Data collection dates From July 31 th to August 5 th, 2013 Statistical differences between sample sub-groups A letter next to the result for a sub-group within a table or graphic indicates that it is statistically different, at a 95% confidence level, compared to the sub-group bearing the corresponding letter. Survey commissioned by BDC │ 3
Factors Influencing Purchase Base Q 1: ABCD: All respondents (n=1023) In general, when you decide to purchase a product or service, which factors are important to you? 95% significance level Survey commissioned by BDC │ 4
Factors Influencing Purchase by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) Pay the least possible 64% 56% 65% 64% 67% Buy a recognized brand 49% 42% 43% 57% ABCE 45% 56% A Buy a product that is good for the health 49% 43% 52% 44% 47% 53% 54% Obtain information on the internet before buying 41% 44% 48% F 39% 43% F 38% 31% Buy a locally made product 39% 43% 39% 32% 37% 40% 45% Obtain points, a cash back or gift upon purchase 35% 30% 38% 28% 40% CE 30% 38% Buy an eco-friendly product / a product made by an eco-friendly business 26% 25% 29% C 15% 25% 30% C 29% C Buy a product or service offered by a socially responsible business 26% 27% 31% 23% 27% 24% Be able to buy online 18% 17% 26% F 14% 18% 14% None of these factors are important to me 4% 5% 5% 6% 4% 3% 5% Base Q 1: ABCD: All respondents In general, when you decide to purchase a product or service, which factors are important to you? 95% significance level Survey commissioned by BDC │ 5
Factors Influencing Purchase by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=1023) (n=291) (n=168) (n=271) (n=141) Pay the least possible 64% 68% 66% 62% Buy a recognized brand 49% 42% 49% 50% 57% G Buy a product that is good for the health 49% 46% 52% 49% Obtain information on the internet before buying 41% 35% 38% 46% G 51% GH Buy a locally made product 39% 35% 47% G 39% 41% Obtain points, a cash back or gift upon purchase 35% 33% 39% Buy an eco-friendly product / a product made by an eco-friendly business 26% 27% 23% 28% Buy a product or service offered by a socially responsible business 26% 26% 22% Be able to buy online 18% 17% 20% 20% None of these factors are important to me 4% 5% 4% 3% 1% Base Q 1: ABCD: All respondents In general, when you decide to purchase a product or service, which factors are important to you? 95% significance level Survey commissioned by BDC │ 6
Online Purchase Behavior Base Q 2: ABCD: All respondents (n=1023) What are your product and service purchasing habits on the Internet? 95% significance level Survey commissioned by BDC │ 7
Online Purchase Behavior by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) I conduct a broad online search prior to a purchase 47% 50% F 49% 38% 42% 56% CDF 36% I consult customer review sites before buying 42% 48% 45% 36% 45% 37% 40% I search online to find the best place to buy the product or service before buying 42% 48% E 47% E 41% E 50% E 27% 40% E I buy products or services online in Canada 41% 44% E 48% E 34% 45% E 32% 41% I buy products or services online in the United States 24% 26% 27% 26% 25% 21% 23% I buy products or services online outside of Canada or the United States 14% 15% 19% F 14% 12% 16% 9% I consult blogs or discussion forums before buying 13% 15% C 15% 6% 15% CF 10% 6% I go to a store to test a product before buying it online 12% 9% 9% 7% 15% 14% 11% Other 3% 8% DEF 2% 5% 2% 2% 1% I never go on the Internet before buying or to buy a product or a service 19% 14% 16% 25% 18% 21% 25% A Base Q 2: ABCD: All respondents What are your product and service purchasing habits on the Internet? 95% significance level Survey commissioned by BDC │ 8
Online Purchase Behavior by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=1023) (n=291) (n=168) (n=271) (n=141) I conduct a broad online search prior to a purchase 47% 37% 48% G 51% G 54% G I consult customer review sites before buying 42% 37% 39% 44% 52% GH I search online to find the best place to buy the product or service before buying 42% 37% 52% GH 46% I buy products or services online in Canada 41% 33% 39% 50% GH 49% G I buy products or services online in the United States 24% 19% 22% 29% G 31% G I buy products or services online outside of Canada or the United States 14% 12% 14% 16% 13% I consult blogs or discussion forums before buying 13% 9% 17% G 13% 20% G I go to a store to test a product before buying it online 12% 13% 9% 10% 16% Other 3% 3% 6% I 2% 2% I never go on the Internet before buying or to buy a product or a service 19% 26% IJ 19% 13% 11% Base Q 2: ABCD: All respondents What are your product and service purchasing habits on the Internet? 95% significance level Survey commissioned by BDC │ 9
Online Research for Product Purchase Base Q 3: ABCD: Respondents who search online (on websites, blogs, customer reviews) prior to a purchase (n=729) For which types of products or services do you seek online information before buying? 95% significance level Survey commissioned by BDC │ 10
Online Research for Product Purchase by Province Total BC (A) AB (B) SK/MB (C) Ontario (D) Quebec (E) Atlantic (F) (n=729) (n=98) (n=77) (n=42) (n=287) (n=174) (n=51) Technological devices: computers, audio devices, tablets, electronic devices, etc. 74% 78% 79% 74% 76% 71% 68% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 65% 68% 74% E 64% 67% E 56% 66% Vehicles: cars, trucks, motorcycles, etc. 53% 49% 58% C 40% 54% 50% 61% C Cultural goods: books, music, movies, series, etc. 37% 36% 39% 33% 37% 38% 31% Clothing, shoes, jewelry and accessories 36% 32% 35% 29% 40% 34% 32% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 35% 44% EF 38% E 31% 41% EF 24% 26% Food products and home maintenance 29% E 35% E 34% E 33% E 18% 32% E Insurance and financial services 29% 21% 39% ACE 18% 32% AC 26% 29% Personal and beauty products: makeup, perfumes, etc. 25% 24% 23% 30% E 17% 22% Baby and child products: games, toys, early childhood education items, etc. 15% 10% 20% E 18% E 10% 16% Alcohol 6% 8% 10% 4% 5% 5% 10% Other 4% 6% 5% 6% 3% 3% 5% Base Q 3: ABCD: Respondents who search online (on websites, blogs, customer reviews) prior to a purchase For which types of products or services do you seek online information before buying? 95% significance level Survey commissioned by BDC │ 11
Online Research for Product Purchase by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=729) (n=185) (n=113) (n=209) (n=116) Technological devices: computers, audio devices, tablets, electronic devices, etc. 74% 67% 74% 80% G 78% G Travel and tourism: airplane/train tickets, vacations, rentals, etc. 65% 47% 61% G 69% G 79% GH Vehicles: cars, trucks, motorcycles, etc. 53% 38% 50% 57% G 70% GHI Cultural goods: books, music, movies, series, etc. 37% 33% 38% 35% 40% Clothing, shoes, jewelry and accessories 36% 35% 29% 40% H 36% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 35% 37% 38% 32% 33% Food products and home maintenance 29% 30% 29% 28% 29% Insurance and financial services 29% 34% 32% 24% Personal and beauty products: makeup, perfumes, etc. 25% 24% 25% 18% Baby and child products: games, toys, early childhood education items, etc. 15% 12% 17% 10% Alcohol 6% 4% 7% 5% 10% G Other 4% 5% 2% Base Q 3: ABCD: Respondents who search online (on websites, blogs, customer reviews) prior to a purchase For which types of products or services do you seek online information before buying? 95% significance level Survey commissioned by BDC │ 12
Types of Products Bought Online Base Q 4: ABCD: Respondents who test products in store before buying online and/or respondents who buy online (n=526) What types of products do you buy online? 95% significance level Survey commissioned by BDC │ 13
Types of Products Bought Online Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=526) (n=74) (n=62) (n=30) (n=215) (n=111) (n=34) Clothing, shoes, jewelry and accessories 52% 40% 48% 54% 60% A 50% 45% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 50% 58% 54% 51% 48% 44% 50% Cultural goods: books, music, movies, series, etc. 49% 52% 56% 50% 47% 48% 45% Technological devices: computers, audio devices, tablets, electronic devices, etc. 47% 57% E 51% 43% 39% 60% DE Personal and beauty products: makeup, perfumes, etc. 21% 29% E 18% 16% 24% E 14% 28% E Healthcare products: food supplements, pharmaceutical products, diet products, etc. 19% 26% 19% 18% 19% 15% 13% Baby and child products: games, toys, early childhood education items, etc. 14% 10% 13% 15% 16% 14% Insurance and financial services 13% 14% C 11% 2% 16% C 12% Food products and home maintenance 12% 8% 13% 15% 7% 10% Vehicles: cars, trucks, motorcycles, etc. 6% 4% 9% 2% 5% 6% 6% Alcohol 1% 2% - 2% 2% - 1% Other 11% 6% 8% 17% 10% 16% Base Q 4: ABCD: Respondents who test products in store before buying online and/or respondents who buy online What types of products do you buy online? 95% significance level Survey commissioned by BDC │ 14
Types of Products Bought Online Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=526) (n=130) (n=85) (n=154) (n=85) Clothing, shoes, jewelry and accessories 52% 53% 43% 55% 50% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 50% 30% 51% G 54% G 67% GH Cultural goods: books, music, movies, series, etc. 49% 40% 49% 52% 54% G Technological devices: computers, audio devices, tablets, electronic devices, etc. 47% 43% 42% 55% Personal and beauty products: makeup, perfumes, etc. 21% 25% 18% 24% 14% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 19% 23% 22% 17% 14% Baby and child products: games, toys, early childhood education items, etc. 14% 10% 16% 17% 10% Insurance and financial services 13% 12% 15% 16% 15% Food products and home maintenance 12% 11% 13% 9% 12% Vehicles: cars, trucks, motorcycles, etc. 6% 10% 3% 4% 5% Alcohol 1% 1% 1% 3% - Other 11% 16% I 6% 10% Base Q 4: ABCD: Respondents who test products in store before buying online and/or respondents who buy online What types of products do you buy online? 95% significance level Survey commissioned by BDC │ 15
Factors Influencing Store/Supplier Selection by Province Base Q 5: ABCD: Respondents who buy online Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier? 95% significance level Survey commissioned by BDC │ 16
Factors Influencing Store/Supplier Selection by Income Base Q 5: ABCD: Respondents who buy online Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier? 95% significance level Survey commissioned by BDC │ 17
CSR Factors That Influence Product/Business Selection Base Q 6: ABCD: All respondents (n=1023) Which social factors are so important that they have become selection criteria for a product or business with which you do business? 95% significance level Survey commissioned by BDC │ 18
CSR Factors That Influence Product/Business Selection by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) Stores/shops located in my area or neighborhood 55% 48% 52% 57% 51% 65% AE Local products / businesses offering such products 41% 38% 44% 34% 44% 39% 46% Eco-friendly products or business 29% 26% 20% 34% C 24% Human rights and occupational safety & health respectful products / businesses offering such products 25% 21% 19% 22% 25% 33% ABD 22% Fair trade products / businesses offering such products 23% 25% 33% CDE 18% 21% 22% 26% Organically farmed products / businesses offering such products 15% 22% CE 18% CE 7% 17% CE 10% 16% Traceable products / businesses offering such products 14% 15% 16% 8% 15% 15% Stores/shops that obtain supplies from non-profit organizations, that serve a social cause 12% 8% 16% 10% 15% 10% 14% None of these factors 23% 26% 20% 29% 22% 26% 19% Base Q 6: ABCD: All respondents Which social factors are so important that they have become selection criteria for a product or business with which you do business? 95% significance level Survey commissioned by BDC │ 19
CSR Factors That Influence Product/Business Selection by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=1023) (n=291) (n=168) (n=271) (n=141) Stores/shops located in my area or neighborhood 55% 52% 58% 55% 60% Local products / businesses offering such products 41% 40% 43% 43% Eco-friendly products or business 29% 30% 29% 24% Human rights and occupational safety & health respectful products / businesses offering such products 25% 31% I 30% I 19% 22% Fair trade products / businesses offering such products 23% 24% 26% 19% 26% Organically farmed products / businesses offering such products 15% 18% 13% 14% 18% Traceable products / businesses offering such products 14% 15% 18% 12% 17% Stores/shops that obtain supplies from non-profit organizations, that serve a social cause 12% 17% IJ 12% 9% 9% None of these factors 23% 22% 20% 25% 23% Base Q 6: ABCD: All respondents Which social factors are so important that they have become selection criteria for a product or business with which you do business? 95% significance level Survey commissioned by BDC │ 20
Local Purchasing Behavior Base Q 7: ABCD: All respondents (n=1023) Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced : 95% significance level Survey commissioned by BDC │ 21
Local Purchasing Behavior by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) In Canada 45% 48% 38% 46% 39% 57% CE In your region 24% 21% 11% 20% C 36% ABCD 27% C In the province where you reside 24% 14% 25% A 16% 22% A 30% AC 33% ACD In your city / municipality 23% 21% 19% 17% 19% 34% ABCDF 18% I have made no specific effort to shop for or purchase such products 35% 37% 35% 49% EF 38% E 27% 28% Base Q 7: ABCD: All respondents Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced : 95% significance level Survey commissioned by BDC │ 22
Local Purchasing Behavior by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=1023) (n=291) (n=168) (n=271) (n=141) In Canada 45% 46% 43% 45% 44% In your region 24% 24% 22% 25% In the province where you reside 24% 22% 26% 23% In your city / municipality 23% 25% 23% 20% 22% I have made no specific effort to shop for or purchase such products 35% 31% 39% 34% 35% Base Q 7: ABCD: All respondents Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced : 95% significance level Survey commissioned by BDC │ 23
Brand Influence on Purchase Intent Base Q 8: ABCD: All respondents (n=1023) For what types of products or services does the brand represent a decision factor for you? 95% significance level Survey commissioned by BDC │ 24
Brand Influence on Purchase Intent by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) Vehicles: cars, trucks, motorcycles, etc. 48% 41% 49% 42% 50% 52% Technological devices: computers, audio devices, tablets, electronic devices, etc. 46% 48% 37% 46% 48% 46% Food products and home maintenance 39% 41% 42% 34% 39% 32% Clothing, shoes, jewelry and accessories 28% 25% 26% 21% 32% C 27% 24% Personal and beauty products: makeup, perfumes, etc. 27% 23% 26% 20% 34% ACEF 26% 16% Healthcare products: food supplements, pharmaceutical products, diet products, etc. 27% 22% 24% 31% 26% 23% Insurance and financial services 25% 18% 25% 16% 23% 36% ACDF 22% Travel and tourism: airplane/train tickets, vacations, rentals, etc. 25% 27% C 25% 15% 28% CF 23% 17% Alcohol 22% 20% 19% 22% 24% 21% 20% Baby and child products: games, toys, early childhood education items, etc. 10% 6% 14% AE 9% 14% AE 6% 10% Other 3% 2% 2% 1% 4% 4% 5% The brand is never a decision factor for me 18% 19% 15% 30% BDE 16% 17% 20% Base Q 8: ABCD: All respondents For what types of products or services does the brand represent a decision factor for you? 95% significance level Survey commissioned by BDC │ 25
Brand Influence on Purchase Intent by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=1023) (n=291) (n=168) (n=271) (n=141) Vehicles: cars, trucks, motorcycles, etc. 48% 35% 46% G 54% G 63% GH Technological devices: computers, audio devices, tablets, electronic devices, etc. 46% 41% 42% 50% 58% GH Food products and home maintenance 39% 34% 43% 39% 46% G Clothing, shoes, jewelry and accessories 28% 25% 27% 42% GHI Personal and beauty products: makeup, perfumes, etc. 27% 21% 26% 29% G 38% GH Healthcare products: food supplements, pharmaceutical products, diet products, etc. 27% 25% 33% 26% 33% Insurance and financial services 25% 19% 33% G 26% 33% G Travel and tourism: airplane/train tickets, vacations, rentals, etc. 25% 14% 28% G 29% G 37% G Alcohol 22% 17% 24% 23% 34% GHI Baby and child products: games, toys, early childhood education items, etc. 10% 9% 13% 10% 13% Other 3% 5% J 4% 4% 1% The brand is never a decision factor for me 18% 20% J 21% J 15% 11% Base Q 8: ABCD: All respondents For what types of products or services does the brand represent a decision factor for you? 95% significance level Survey commissioned by BDC │ 26
Perceived Value Added Base Q 9: ABCD: All respondents (n=1023) In which cases would you be willing to pay more to obtain a product or service? 95% significance level Survey commissioned by BDC │ 27
Perceived Value Added by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) Buy a product that is good for the health 31% 33% F 21% 34% CF 30% 20% Buy a locally made product 30% 31% 30% 21% 31% 29% 28% Buy a recognized brand 28% 24% 30% 22% 32% E 24% 30% Buy an eco-friendly product / made by an eco-friendly business 21% 18% 22% 16% 21% 22% 18% Buy a product or service offered by a socially responsible business 17% 19% 13% 17% 17% 10% Be able to buy online 7% 5% 13% AEF 7% 9% F 5% 2% None of these cases 34% 36% 27% 48% BDE 32% 34% 38% Base Q 9: ABCD: All respondents In which cases would you be willing to pay more to obtain a product or service? 95% significance level Survey commissioned by BDC │ 28
Perceived Value Added by Income Total <40 k - <60 K 60 k - <100 k+ (G) (H) (I) (J) (n=1023) (n=291) (n=168) (n=271) (n=141) Buy a product that is good for the health 31% 26% 36% G 31% 29% Buy a locally made product 30% 26% 31% 33% 29% Buy a recognized brand 28% 23% 26% 32% G 40% GH Buy an eco-friendly product / made by an eco-friendly business 21% 18% Buy a product or service offered by a socially responsible business 17% 16% 17% 18% 13% Be able to buy online 7% 8% 8% 7% 8% None of these cases 34% 40% IJ 33% 28% 30% Base Q 9: ABCD: All respondents In which cases would you be willing to pay more to obtain a product or service? 95% significance level Survey commissioned by BDC │ 29
Influence of Recession Base Q 10: ABCD: All respondents (n=1023) What impact did the last economic recession (2008 -2009) have on your habits as a consumer? 95% significance level Survey commissioned by BDC │ 30
Influence of Recession by Province Total BC AB SK/MB Ontario Quebec Atlantic (A) (B) (C) (D) (E) (F) (n=1023) (n=137) (n=109) (n=67) (n=392) (n=246) (n=73) I shop around more to make sure I am paying the best price 44% 43% C 48% C 27% 49% CE 38% 54% CE I buy products and services that cost less 32% 36% BC 20% 23% 37% BCE 29% 34% B I buy less products and services than before the recession 31% 29% 27% 18% 37% CE 28% 33% C I buy used or second-hand merchandise 23% 28% E 26% E 16% 27% CE 16% 24% I exchange goods or services 5% 5% 3% 4% 6% 5% 2% I rent certain products or services I used to buy before 3% 2% 2% 6% 4% 3% 2% None of these choices 5% 8% E 5% 6% 4% 2% 9% E The recession had no impact on my habits as a consumer 31% 29% 33% 52% ABDEF 27% 36% DF 21% Base Q 10: ABCD: All respondents What impact did the last economic recession (2008 -2009) have on your habits as a consumer? 95% significance level Survey commissioned by BDC │ 31
Influence of Recession by Income Total <40 k (G) 40 k - <60 K (H) 60 k - <100 k (I) 100 k+ (J) (n=1023) (n=291) (n=168) (n=271) (n=141) I shop around more to make sure I am paying the best price 44% 45% 44% 49% 43% I buy products and services that cost less 32% 40% HJ 29% 34% J 24% I buy less products and services than before the recession 31% 36% 30% 31% I buy used or second-hand merchandise 23% 36% HIJ 14% 23% HJ 11% I exchange goods or services 5% 7% 4% 5% 5% I rent certain products or services I used to buy before 3% 6% 3% 3% 2% None of these choices 5% 3% 7% G 4% 6% The recession had no impact on my habits as a consumer 31% 23% 34% G 32% G 38% G Base Q 10: ABCD: All respondents What impact did the last economic recession (2008 -2009) have on your habits as a consumer? 95% significance level Survey commissioned by BDC │ 32
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