Journey of a Smart Shopper: Consumer Electronics in CEE

Download

Today’s customer journey is complex. Shoppers seamlessly switch between physical and digital worlds, generating multiple touch points with a wealth of information. To better understand our shoppers on the hunt for electronic products, we’ve dug into data from the region to map out their journey and provide actionable insights.

Sources (12)

1 The Smart Shopper Research Kantar/Google 2019 Question Q8/Q9: Where did you gather information online (on any device, via website, or app) regarding the product you bought, if at all?

2 The Smart Shopper Research Kantar/Google 2019 Question Q7: How did you first become aware of the product you purchased? Single select.

3 The Smart Shopper Research Kantar/Google 2019 Question #10 Q10: Which of these specific websites or apps did you use to look for information? (selection of websites with global coverage) Base, all product buyer in category, n= 4,097

4 The Smart Shopper Research Kantar/Google 2019 Question #3 Q3_B: How did you buy via your smartphone? Base, all product buyers who bought their most recent product on a smartphone, n=40

5 The Smart Shopper Research Kantar/Google 2019 Question #12 Q12: When you were looking for information, did you at any point use your smartphone to get ahold of the information you needed? Base, product buyers in category who own a smartphone, n=3,770

6 The Smart Shopper Research Kantar/Google 2019 Question #20 Q20_B How do you use the shopping app or apps?

7 The Smart Shopper Research Kantar/Google 2019 Question: #1 Q1: Where did you make your last purchase?

8 The Smart Shopper Research Kantar/Google 2019 Question Q17_A: Why did you buy online? Please tick all factors that apply to your last purchase. Base, all product buyers who bought their most recent product online, n= 1,075

9 The Smart Shopper Research Kantar/Google 2019 Question Q17_B: Why did you offline? Please tick all factors that apply to your last purchase. Base, all product buyers who bought their most recent product offline, n= 2,392

10 The Smart Shopper Research Kantar/Google 2019

11 The Smart Shopper Research Kantar/Google 2019 Question Q4: Which of these situations did you experience during your purchase, if any? Base, all product buyers in category, n= 4,097

12 The Smart Shopper Research Kantar/Google 2019

We analyzed 75,000 YouTube campaigns. Here’s what we learned about using demographic data