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Published by: Datamonitor
Published: Sep. 20, 2001 - 152 Pages
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
Introduction
Market context
Customer focus
Consumer Internet concerns
Effectiveness of new media advertising
Competitor dynamics
The future decoded
Action points
CHAPTER 2 INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
What is IMPACT?
Understanding the graphs
Definitions
CHAPTER 3 MARKET CONTEXT
Introduction
Key findings
Market size
Online population
Online consumer groups
Online market value
Market segments
Online CPG consumer behavior
Food and Drinks vs Personal Care
Food and Drinks markets
Drivers and trends
Attitudes to brand loyalty
Attitudes to personal information
Internet use
Mobile phone use
iTV use
Conclusion
CHAPTER 4 CUSTOMER FOCUS
Introduction
Key findings
Customer identification
Profiles: all respondents
Profiles: Food and Drinks Infoseekers
Food and Drink Buyers
Purchasing behavior
Purchasing frequency of Food and Drinks Buyers
Spend of Food and Drinks Buyers
Customer requirements
Issues
Buying considerations
Payment methods
Offline payment methods
Security
Branding and marketing
Most effective marketing medium
Effects of new media advertising
Customer acquisition
Increasing return traffic
Factors which would encourage online payment
Customer retention
Retailer/supplier contact purpose
Retailer/supplier contact method
Retailer/supplier contact satisfaction
Abandoning purchases
Food and Drinks Infoseekers: why would not buy online
Conclusions
Demographics
The online Food and Drinks consumer
CHAPTER 5 COMPETITIVE DYNAMICS
Introduction
Key findings
Competitor identification
Favorite Web sites
Types of information sought online
Online research sources
Conclusions
CHAPTER 6 THE FUTURE DECODED
Introduction
Key findings
“Replenishment” will dominate new technology purchases
Devices to replace
Devices to buy
High quality connection speeds will take time to be taken up
Consumers are waiting for new mobile technology
Consumers in other countries will not be as ready to take up iTV as those in the UK
Consumers will be prepared to buy online in future
Intent to buy similar products in next 12 months
Conclusions
CHAPTER 7 ACTION POINTS
Introduction
Key findings
Focus online marketing
Experiment now with new media advertising, while the cost is low
Use online marketing to boost offline sales
Adopt personalization technologies
CHAPTER 8 APPENDIX
Definitions
Research methodology
Future readings
Relevant links
SPP writing team
How to contact experts in your industry
About Consumer GBU
LIST OF TABLES
Table 1: Online market value: Food and Drinks, 2000-2005 (US$m)
Table 2: Food and Drinks Buyers: online purchasing frequency, IMPACT 2001
Table 3: Products and services purchased online in last 12 months by Food and
Drinks Buyers, IMPACT 2001 - wave 1
Table 4: Food and Drinks Infoseekers: areas of concern with Internet, IMPACT
2001
Table 5: Food and Drinks Infoseekers: effects of new media advertising,
IMPACT 2001 9
Table 6: Definitions, IMPACT 2001
Table 7: All respondents: Internet access and location, IMPACT 2001
Table 8: Those with home Internet access seeking product information online,
IMPACT 2001
Table 9: Online product ordering and purchasing in the last 12 months by those
with home Internet access, IMPACT 2001
Table 10: Online consumer groups by country, IMPACT 2001
Table 11: Online market value: Food and Drinks, 2000-2005 (US$m)
Table 12: Online market value: Food, 2000-2005 (US$m)
Table 13: Online market value: Drinks, 2000-2005 (US$m)
Table 14: Food and Drinks Buyers: online purchasing frequency and purchase
value, IMPACT 2001
Table 15: Percentage of Food and Drinks Infoseekers who sought information on
products and services online in the last 12 months, by market segment,
IMPACT 2001
Table 16: Products and services purchased online in last 12 months by Food and
Drinks Buyers, IMPACT 2001 - wave 1
Table 17: Online CPG Buyers: markets purchasing from online, IMPACT 2001
Table 18: Markets from which Food and Drinks Buyers have bought in the last
months
Table 19: Food and Drinks Infoseekers and Food and Drinks Buyers: “If I like a
brand I tend to stay loyal to it”, IMPACT 2001
Table 20: Food and Drinks Infoseekers and Food and Drinks Buyers: “Don’t mind
giving out personal information on the Internet”, IMPACT 2001
Table 21: Food and Drinks Infoseekers: Internet use, IMPACT 2001
Table 22: Food and Drinks Buyers: Internet use, IMPACT 2001
Table 23: Food and Drinks Infoseekers’ mobile phone use, IMPACT 2001
Table 24: Food and Drink Buyers’ mobile phone use, IMPACT 2001
Table 25: Food and Drinks Infoseekers’ iTV use, IMPACT 2001
Table 26: Food and Drinks Buyers’ iTV use, IMPACT 2001
Table 27: Age profile of all respondents, IMPACT 2001
Table 28: Gender profile of all respondents, IMPACT 2001
Table 29: Household income profile of all respondents, IMPACT 2001
Table 30: Marital status profile of all respondents, IMPACT 2001
Table 31: Families with children profile of all respondents, IMPACT 2001
Table 32: Age of children profile of all respondents, IMPACT 2001
Table 33: Education level profile of all respondents, IMPACT 2001
Table 34: Occupation profile of all respondents, IMPACT 2001
Table 35: Ethnic origin profile of all respondents, IMPACT 2001
Table 36: Home ownership profile of all respondents, IMPACT 2001
Table 37: Age profile of Food and Drinks Infoseekers, IMPACT 2001
Table 38: Gender profile of Food and Drinks Infoseekers, IMPACT 2001
Table 39: Household income profile of Food and Drinks Infoseekers, IMPACT
2001
Table 40: Marital status profile of Food and Drinks Infoseekers, IMPACT 2001
Table 41: Food and Drinks Infoseekers who have children, IMPACT 2001
Table 42: Food and Drinks Infoseekers with children: age of children, IMPACT
2001
Table 43: Education level of Food and Drinks Infoseekers, IMPACT 2001
Table 44: Occupation profile of Food and Drinks Infoseekers, IMPACT 2001
Table 45: Home ownership profile Food and Drinks Infoseekers, IMPACT 2001
Table 46: Age profile of Food and Drinks Buyers, IMPACT 2001
Table 47: Gender profile of Food and Drinks Buyers, IMPACT 2001
Table 48: Household income profile of Food and Drinks Buyers, IMPACT 2001
Table 49: Marital status profile of Food and Drinks Buyers, IMPACT 2001
Table 50: Food and Drinks Buyers with children, IMPACT 2001
Table 51: Food and Drinks Buyers with children: age of children, IMPACT 2001
Table 52: Education level of Food and Drinks Buyers, IMPACT 2001
Table 53: Occupation profile of Food and Drinks Buyers, IMPACT 2001
Table 54: Home ownership of Food and Drinks Buyers, IMPACT 2001
Table 55: Food and Drinks Buyers: CPG goods purchased, IMPACT 2001
Table 56: Food and Drinks Buyers: purchasing frequency across categories,
IMPACT 2001
Table 57: Food and Drinks Buyers: Amount spent online by category, IMPACT
2001
Table 58: Food and Drinks Infoseekers: areas of concern with Internet, IMPACT
2001
Table 59: Food and Drinks Buyers: areas of concern with Internet, IMPACT 2001
Table 60: Food and Drinks Infoseekers: important considerations when buying
online, IMPACT 2001
Table 61: Food and Drinks Buyers: important considerations when buying online,
IMPACT 2001
Table 62: Food and Drinks Buyers: preferred online payment methods, IMPACT
2001
Table 63: Food and Drinks Infoseekers and Food and Drinks Buyers: preferred
methods of offline payment, IMPACT 2001
Table 64: Food and Drinks Infoseekers: concern over security of online
purchasing, IMPACT 2001
Table 65: Food and Drinks Buyers: concern over security of online purchasing,
IMPACT 2001
Table 66: Food and Drinks Infoseekers: most effective medium for encouraging
visit to Web site, IMPACT 2001
Table 67: Food and Drinks Buyers: most effective medium for encouraging visit to
Web site, IMPACT 2001
Table 68: Food and Drinks Infoseekers: effectiveness of new media advertising in
the last 12 months, IMPACT 2001
Table 69: Food and Drinks Buyers: effectiveness of new media advertising in the
last 12 months , IMPACT 2001
Table 70: Food and Drinks Infoseekers: factors encouraging more frequent visits
to favorite site, IMPACT 2001
Table 71: Food and Drinks Buyers: factors encouraging more frequent visits to
favorite site, IMPACT 2001
Table 72: Food and Drinks Infoseekers: factors which would encourage online
payment, IMPACT 2001
Table 73: Food and Drinks Buyers: factors which would encourage online
payment, IMPACT 2001
Table 74: Food and Drinks Buyers: purpose of after-sales contact with supplier,
IMPACT 2001
Table 75: Food and Drinks Buyers: method of contacting retailer/supplier,
IMPACT 2001
Table 76: Food and Drinks Buyers: satisfaction with after-sales service, IMPACT
2001
Table 77: Food and Drinks Buyers: reasons for not returning to Web site, IMPACT
2001
Table 78: Food and Drinks Infoseekers: reasons for not buying food and drink
online, IMPACT 2001
Table 79: Most common characteristics of Food and Drinks Infoseekers in Europe
and the US, IMPACT 2001
Table 80: Most common characteristics of Food and Drinks Buyers in Europe and
the US, IMPACT 2001
Table 81: Food and Drinks Infoseekers: favorite type of Web site for purchasing
goods, IMPACT 2001
Table 82: Food and Drinks Buyers: favorite type of Web site for purchasing
goods, IMPACT 2001
Table 83: Food and Drinks Buyers: frequency of visits to favorite purchasing Web
site, IMPACT 2001
Table 84: Food and Drinks Infoseekers: type of information sought on Web sites,
IMPACT 2001
Table 85: Food and Drinks Buyers: type of information sought on Web sites,
IMPACT 2001
Table 86: Food and Drinks Infoseekers: ways in which Web sites were found,
IMPACT 2001
Table 87: Food and Drinks Infoseekers: equipment to replace in next 12 months,
IMPACT 2001
Table 88: Food and Drinks Buyers: equipment to replace in next 12 months,
IMPACT 2001
Table 89: Food and Drinks Infoseekers: equipment to buy in next 12 months,
IMPACT 2001
Table 90: Food and Drinks Buyers: equipment to buy in next 12 months, IMPACT
2001
Table 91: Food and Drinks Infoseekers: planned Internet connection upgrades,
IMPACT 2001
Table 92: Food and Drinks Buyers: planned Internet connection upgrades,
IMPACT 2001
Table 93: Food and Drinks Infoseekers: use of mobile phone in 12 months,
IMPACT 2001
Table 94: Food and Drinks Buyers: use of mobile phone in 12 months, IMPACT
2001
Table 95: Food and Drinks Infoseekers: iTV use in 12 months, IMPACT 2001
Table 96: Food and Drinks Buyers: iTV use in 12 months, IMPACT 2001
Table 97: Food and Drinks Infoseekers: intent to buy similar products in next
months, IMPACT 2001
Table 98: Food and Drinks Buyers: intent to buy similar products in next
months, IMPACT 2001
Table 99: Definitions, IMPACT 2001
LIST OF FIGURES
Figure 1: Food and Drinks Buyers: online purchasing value, IMPACT 2001
Figure 2: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by issues, IMPACT 2001
Figure 3: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by effect of new media advertising, IMPACT 2001
Figure 4: Food and Drinks Infoseekers: ways in which Web sites were initially
found, IMPACT 2001
Figure 5: All respondents: Internet access and location, IMPACT 2001
Figure 6: Online product ordering and purchasing in the last 12 months by those
with home Internet access, IMPACT 2001
Figure 7: Online consumer groups, IMPACT 2001
Figure 8: Online CPG Buyers: markets purchasing from online, IMPACT 2001
Figure 9: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers for Internet use, IMPACT 2001
Figure 10: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers for iTV use, IMPACT 2001
Figure 11: Age profile of Food and Drinks Infoseekers, IMPACT 2001
Figure 12: Comparison of Food and Drinks Infoseekers with all respondents, by
age, IMPACT 2001
Figure 13: Comparison of Food and Drinks Infoseekers with all respondents, by
gender, IMPACT 2001
Figure 14: Household income profile of Food and Drinks Infoseekers, IMPACT
2001
Figure 15: Comparison of Food and Drinks Infoseekers with all respondents, by
income, IMPACT 2001
Figure 16: Marital status profile of Food and Drinks Infoseekers, IMPACT 2001
Figure 17: Food and Drinks Infoseekers with children: age of children, IMPACT
2001
Figure 18: Education level of Food and Drinks Infoseekers, IMPACT 2001
Figure 19: Comparison of Food and Drinks Infoseekers with all respondents, by
education level, IMPACT 2001
Figure 20: Occupation profile of Food and Drinks Infoseekers, IMPACT 2001
Figure 21: Comparison of Food and Drinks Infoseekers with all respondents, by
occupation, IMPACT 2001
Figure 22: Age profile of Food and Drinks Buyers, IMPACT 2001
Figure 23: Comparison of Food and Drinks Buyers with all respondents, by age,
IMPACT 2001
Figure 24: Comparison of Food and Drinks Buyers with all respondents, by
gender, IMPACT 2001
Figure 25: Household income profile of Food and Drinks Buyers, IMPACT 2001
Figure 26: Comparison of Food and Drinks Buyers with all respondents, by
income, IMPACT 2001
Figure 27: Marital status profile of Food and Drinks Buyers, IMPACT 2001
Figure 28: Food and Drinks Buyers with children: age of children, IMPACT 2001
Figure 29: Education level profile of Food and Drinks Buyers, IMPACT 2001
Figure 30: Comparison of Food and Drinks Buyers with all respondents, by
education level, IMPACT 2001
Figure 31: Occupation profile of Food and Drinks Buyers, IMPACT 2001
Figure 32: Comparison of Food and Drinks Buyers with all respondents, by age,
IMPACT 2001
Figure 33: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by Issues, IMPACT 2001
Figure 34: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by buying considerations, IMPACT 2001
Figure 35: Food and Drinks Buyers: preferred online payment methods, IMPACT
2001
Figure 36: Food and Drinks Infoseekers: preferred methods of offline payment,
IMPACT 2001
Figure 37: Food and Drinks Buyers: preferred methods of offline payment,
IMPACT 2001
Figure 38: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by offline payment methods, IMPACT 2001
Figure 39: Food and Drinks Infoseekers: concern over security of online
purchasing, IMPACT 2001
Figure 40: Food and Drinks Buyers: concern over security of online purchasing,
IMPACT 2001
Figure 41: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by most effective marketing media to encourage
consumers to visit Web sites, IMPACT 2001
Figure 42: Food and Drinks Buyers: effectiveness of new media advertising in the
last 12 months, IMPACT 2001
Figure 43: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by effect of new media advertising in the last 12 months,
IMPACT 2001
Figure 44: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by increasing return traffic, IMPACT 2001
Figure 45: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers, by preferred online payment methods, IMPACT 2001
Figure 46: Food and Drinks Buyers: purpose of after-sales contact with supplier,
IMPACT 2001
Figure 47: Comparison of Food and Drinks Buyers with Food and Drinks
Infoseekers by type of information sought, IMPACT 2001
Figure 48: Food and Drinks Infoseekers: ways in which Web sites were found,
IMPACT 2001
AbstractThis report is based on the first wave of IMPACT 2001, which involved 7,500 respondents across France, Germany, Italy, Spain, Sweden, the UK, and the US. It focuses on consumers’ involvement in Food and Drinks online, both as browsers and as purchasers. It provides key demographic profiles of these consumers, reports on consumers’ response to online advertising and outlines consumer attitudes to eCommerce.
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