Measure & Analyze / studies

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

This research offers unique insights into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour per market. The enumeration survey was conducted during Q1 2012 in 40 markets, this is the overview on SEEMEA emerging & mature markets.

Key findings:

• Highest smartphone and tablet usage in the UAE and Saudi Arabia. Among the European markets, Spain and France have the highest penetrations.
• In two thirds of the SEEMEA countries, PC penetration is higher than 66%. In half of the markets, Laptops/Notebooks are more popular than desktop pcs.
• Less than 2 thirds of the population use the Internet in 6 SEEMEA markets. Lowest usage in Egypt - with a clear distance to the other markets.
• Mobile networks are most often used to access the Internet on a smartphone followed by Wifi/WLAN at home.
• In Portugal and France Internet enabled TV are used by about one fifth of the population. eReaders are the device with the smallest penetration.

This study will help you understand the role of the internet in Hungarian travel purchases.

Key findings:

• 84% of Hungarian onliners conducted a trip in the past 12 months. Most trips are rather short (up to 5 days.)
• When going on a trip Hungarian onliners typically stay domestic: the vast majority spend their short or holiday trips within Hungary. Accordingly the most popular travel product are accommodation bookings.
• The internet plays a major role in the pre-purchase research process: 2/3 of the travellers who made a booking informed themselves online.

This study will help you understand the role of the internet in Hungarian retail purchases.

Key findings:

• Offline shopping is the prevailing purchase method in the retail categories under analysis – spread of online shopping differs per category.
• Online research drives offline sales: online research prior to offline purchase is very popular across all categories.
• Presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase.