Report on consumer experience in Chile

Transcription

I’M
DIGITAL
2010
Report on consumer
experience in Chile
I’M DIGITAL 2010
1
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You can find the online version of this report at:
soydigital.ayerviernes.com
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I’M DIGITAL 2010
CONTENTS
Before you start
04
‘Til here
05
Who should read this report?
07
Digital Consuming
08
09
Digital Consuming: Users on motion
9 factors that define a good/appropiate consumer experience
13
Digital Consumer Experience Model
20
Experience Model
22
Accurate positioning and supply
23
Capturing and encouraging decision making
28
Logistics and uncertainty decrease
35
Methodology
38
Study Results
39
41
Results
Work Team
66
67
About AyerViernes
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3
BEFORE
YOU
BEGIN
ABOUT BRANDS STATUS IN DIGITAL MEDIA
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‘Til Here
The end of on&off
From customer to competitor
Yes, it’s over. Consumers’ lives are different, there’s no such
thing as “two lives”. Customers are not digital at night and
analogue during the day. Customers live transversally and
brands should learn from new behaviors to evolve with them.
Your customers are reading, talking, discussing and
recommending you. Now, they have the same tools your
company has to positively or negatively influence among
their peers. For this reason, you can not substract yourself,
you must take the lead.
Because there has never been so much irrefutable
evidence about what your customers do, say, believe and
comment about your products as nowadays.
Nothing will cause more change and affection for brands
than the Experiences that they build to communicate
their messages, and the only place where consumers will
participate and shape these experiences is in digital space.
From now on, your marketing plans cannot offer just the
crumbs to “the digital” and keep loosing leadership positions
in traditional media. Your duty is to turn messages into
transversal experiences across media and therefore, create
an underlying synergy.
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Today, the brand´s mission is to provide the digital
spaces where customers can talk, collaborate, and
share their insights, which are necessary for the constant
reinvention of your services and products.
The customer is now your ally or your competitor, he/she
is armed with blogs, social networks, micro-blogging and
video streaming to say what you do not want to hear.
5
‘TIL HERE
The end of advertising
Nothing will remain as before. Those glorious broadcasting
TV days were replaced by viral forms of communication.
Esta frase no tiene sentido en castellano -Herbert Spencer
01/12/10 21:03 Did you ask for a touchpoint? Your local
TV chain offers you thousands, YouTube and Facebook,
millions. Telemarketing campaigns ended with the Twitter
arrival and toys ceased to be important in the Happy Meal
because we entertain ourselves with the Wii. The same
as the film industry, and others like music, education,
software, military, design, etc... advertising is at its last
throes, like never before.
because everything is questionable and can be disputed.
Advertising and its campaigns will give down if they stick
to obsolote and sterile business models.
Advertising recently became aware that it never cared
about the digital. And it was because it - the digital - was
thought as something for garage geeks and annoying
nerds who only cared about Usability and User Experience.
Advertising arrived late and had keep giving away spaces
until the moment when there was no possible tactic left
for traditional campaigns.
Today it’s too late, we are taking possession of the industry
to challenge everything,
Jorge Barahona
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The audiences have changed, and therefore, if you want
to sell shoes, chocolates or plane tickets, you must talk
to micro-tribes, which are transversal to C3 and to ABC1,
people who twitt while they walk, taking photos and
uploading those “rare new hairstyles”, which collude
through MSN and are consumed while chatting. They are
the main characters of this story and they know it.
Greetings,
CEO AyerViernes SA
WHO SHOULD READ
THIS REPORT?
What’s the percentage of the annual advertising budget
that I should reserve for the Web? Do my clients use social
networks? Should I digitalize my brand or organization?
How should I do it? These are some of many questions that
professionals from all industries have every year meanwhile
the clock ticks and your customers move away from you
because they are digitalizing their lives and you are not
noticing it.
An invitation to all brands
This may be good or bad news, but customers co-exist in
a digital environment, where the only ones who haven´t
learned how to get into are trademarks.
Leave behind Philip Kotler’s niche models, by joining the
multi-platform conversation of your customers. Don´t seek for
further arguments, your clients are already digital. You have
to change now: the future is happening today.
Yes, your customers are no longer talking about “the
Internet” or “being online”, they forgot to “click here”
and won’t read the “about us” section, they expect you
to be entertaining, relevant in content, in connectivity and
possibilities, in a valuable conversations and all of this, at a
human scale.
I’M DIGITAL 2010
Are you a communications team member? Then this report is
aimed to you. The argument is simple: Today, as never before,
there’s been such a significant convergency in areas such as
today: advertising, marketing, business, innovation, design,
public relations, strategic communications unite in order to
create integrated communications for your consumers life´s.
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DIGITAL
CONSUMPTION
USERS ON MOTION
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DIGITAL CONSUMPTION
USERS ON MOTION
The use of digital media is rapidly becoming more
diversified, what once obligated us to sit at our desks
to deal with, today we can handle and carry it for
consumption where and whenever we desire. People have
taken a leading role in the creation of relevant messages,
their mobility hits in real-time and goes a step ahead of
the listless reaction to traditional media. They became
content producers and their role became blurred because
of consumption, therefore, people themselves act today
as agents of persuasion by linking brands to their
interpersonal networks.
It is no longer “a technology problem” that brands cannot
relate with their users, because they are already talking to
their peers about the experiences they are living minute
by minute. A 47.9% of people recommended websites,
videos or applications to their closer friends, 45% uploads
photos and/or videos through different web services,
and 34.7% manages or collaborates in blogs, website
or forum; this speaks of avid users in the production and
consumption of digital media.
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DIGITAL CONSUMPTION: USERS ON MOTION
CO
EX
It must be relevant
PE
RI
EN
CE
Should work on
Mulit-platforms
RE
IN
S
Raise new insights
SATIO
VER
IN
SI
RS
GH
TS
ME
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World of Mouth technique
INFLUENTIAL
Figure 01: Relational Model between the brand and the user
CO
N
SU
The content must be relevant and applied into strategic
channels that avoid the disruption in the daily living of the
consumer, providing and adding valuable conversations
from beginning to end. The content is not always
associated to the brand and related by corresponding
terms based on client´s interests, preferences, tastes, and
activities. Consequently, the balance is not to overwhelm
the message as traditional advertising does.
N
RELATIONAL MODEL
BETWEEN THE
BRAND AND THE USER
Stratify best niches
CON
Content
10
G
NT
T
TE
N
EN
CO NT
NE W
We welcome bidirectional communication, which is
centered from and to consumers (now also producers).
Welcome to all experiences that transcend beyond thirty
seconds. Our relational model proposes five steps and
depicts how a brand must establish its communication
so that it leverages experiences that help capture
best practices (and more consumers) through digital
interactions.
VE
NT
IN
Relational Model
Brand - Consumer
Experiences
Influential
Brands should look at technology convergence besides a
computer or cell phone, the goal is to create multi-platform
consumptive instances, which must be selected based on
the content. Experience is the message.
Today, unknown stakeholders of great reputation are
evangelizing about certain brands, validating concepts
through social instances where they share their
comments and experiences. They are the ones that give
bidirectionality to the message.
Conversations
Consumers talk about brands even though they might not
be literally present, this is because customers talk among
themselves to learn more about a product or service. Word
of Mouth is a natural effect of experience and digital media
offers an opportunity to detect these conversations (good
or bad) locating insights from the user to the brand.
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New Consumers
They emerge from the influence of leaders, stratitified
in niches, expanding the target and demanding the reinvention of the brand’s communicational efforts.
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Communication on the move
whenever they have leisure time and when moving from
one place to another.
Worldwide, the first billion mobile phones was sold in 20
years, the second billion took only 4 years and the third
only 2; (1) whereas in African countries mobile penetration
is reaching almost 100% in Kenya more than 7 million
people make up for the lack of banking resources paying
bills with their cellphones.
According to respondents, the barriers that hold back
the expansion of mobile Web, are mainly related to
the prices of Internet access plans that most of the
companies offer.
We are not talking about a future estimation, but the
present, and about the assets available to people. It
is only a matter of time in Chile, before the 64.2% of
people who reported getting connected to the Internet
via mobile phone, grows even more.
43.1% of those who don’t use mobile Internet
perceive it is too expensive, also the first reason to
access these services would be lower fares for 65.1% of
people. (1) Chipchase, J. Mobile Phone & The Design of
Mobile Money Services for Emerging Markets
The most recurrent situations of people connecting
through their mobile devices are related to particular
contexts of use: 42.9% gets connected in
emergencies, 41.7% when waiting for something
or someone and more than a third of respondents,
when they have something important to say or review,
(1) Chipchase,J. Mobile Phone & The Design of Mobile Money Services for Emerging Markets
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9
FACTORS
THAT DEFINE A GOOD
CONSUMING EXPERIENCE
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The first rule you must follow when we want to know people’s behavior, is
that we cannot conceive them separately from their consumption practices;
even more if we reduce the definition of such practices only to the acquisition of
certain assets.
To understand consumer experiences holistically, we must consider that this
field encompasses far more issues than the mere purchase of the good and
includes factors as the creation of the necessity, triggering purchasing desitions,
levereging rich browsing experiences, product’s use and disposal.
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THE 9 FACTORS
DEFINING A GOOD CONSUMING EXPERIENCE
From free recommendations that the 782 respondets
made about the best online stores that offer —of course—
a better shopping experience, we identified 9 factors that
reflect the key aspects that influence people leveraging
a successful Online.
Consumer Experience. These are the 9 fundamentals that
should support all digital structure that deals with some
kind of interaction with consumers, being its appropiate
implementation the starting point to establish the
conditions for optimal consumer experience.
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1. Intelligence
2. Interface
3. Variety
4. Trust
5. Speed
6. Price
7. Information
8. Security
9. Payment Methods
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9 FACTORS THAT DEFINE A GOOD CONSUMING EXPERIENCE
1 Intelligencer:
2 Interface:
Do you know the customer? Can you anticipate his or
her interests? If you do, you can provide an optimum
experience and come in a closer relationship with your
consumers by knowing their tastes and being able to
present a fresh offer that they can be interesting for them.
Knowing to offer with assertiveness (what and when) and
creating a navigation with contextual elements of value
has a direct influence on the volume of products that users
will purchase. Profiling customer’s interactions is about to
taking into account their digital footprint as a model of
their intent, desires and necessities and being able to react
to them.
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It was the aspect that people attributed greater
importance since it is the visible face of all the processes
and it can heavily affect user experience.
Cumbersome and aesthetically unappealing interfaces
project lack of processes transparency and therefore
mistrust.
Good interface design involves —in addition to reflecting
a particular look & feel— offering all necessary elements
with proper emphasis, and by doing this, constructing
better interaction between customers and your service
and outcomming all possible barriers that could alter the
normal flow of online consumption.
3 Variety:
4 Trust:
One of the key advantages of digital spaces compared
to companies with a physical presence, is their ability to
have virtually unlimited stock which implies a far greater
provision of products and services that may offer.
Transparency and support of an online store are the two
concepts that can leverege consumers’ trust of a brand.
From here, you can generate responsible “bonds of trust”
with the consumer during the online experience.
Market breadth is the advantage, reaching segmented
audiences with more specific tastes and needs, plus
the ability to cover a smaller but loyal niche. The digital
economic model implies offering a rich variety to meet
specific tastes, over exploitation of selling high volumes.
Variety then allows a much more accurate segmentation; its
no longer complete a store that is focused on certain target
audience, but niche products are those that modulate the
audience that consumes them and in turn the re-informs
the future product inventory to offer.
Many seek the support that offers a recognized brand
or company, but this is not enough because the image
is not based entirely offline. Its projection and its facetoface customer relation model may not be a reflected
accordingly in the digital environment. Another relevant
aspect related to trust, is the emphasis that should exist
in the implied promise made by each company while
interacting with their audience, seen in the after-sales
service, logistics, consultation, support and guarantees
delivered so as to reduce uncertainty with adequate
feedback between purchase and final product delivery.
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5 Speed:
The importance of speed lies in two aspects: one linked
to the logistics company to operate the activation of a
purchase and the second on the speed with which the
site allows them to interact... how many steps must be
followed? This is intrinsically related to interface design
and the built environment to promote a logical experience,
easy and natural.
6 Price:
How much consumers pay online v/s shop offline? Here
are relevant customer expectations about how prices
should be treated.
Although it is more a factor of the business model than
the experience itself, in general, the perception is that
the lower prices are an important incentive for online
consumption, you can find better deals online and
comparison affordances exists to guide and support
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smarter decision-making. The consumer seems to assume
that online prices include some sort of discount, so it might
be interesting to determine the ammount that must be
discounted to encourage consumption according to a
stratified user model.
7 Information:
The level of detail on the products: pictures, videos,
comments and ratings from other buyers, external reviews,
links, among others, affect the reliability, as consumers
seek approval relating to acquisitions. Another important
aspect is the information on after-sales, ie estimates of
delivery time and tracking of shipments, anything that
involves transparently reveal the status of products and
monitoring. Prices and costs should be explicit, clear and
transparent. If there is enough information and is well
presented, decreases and increases distrust the willingness
to consume.
8 Security:
9 Payment Methods:
One aspect which is presented as a major barrier to entry
for consumers is the security, expressed in the field of
online payments, primarily credit cards.
The perceived safety when interacting with digital media
companies and the projection of confidence associated,
is one of the most relevant aspects for the consumer that
could stimulate or inhibit consumption.
People mention payment method as one of the significant
factors that make shopping easier, which has to do with
the site’s commercial policies. Many users that recommend
certain retail stores, based their choice solely on the fact
that they needed to have credit cards to buy, since they
could use the corporate credit card that these big stores
provide and offer as another payment alternative.
In essence, it is clear that more diversity in the ways to
make the payment is relevant to the client, so it must be
considered and to offer various options, particularly to
provide an alternative to consumers who do not have
traditional bank credit cards.
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THE EXPERIENCE MODEL
FOR THE DIGITAL CONSUMER
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The Digital Consumer Experience Model is based on the need to
define the standard flow for the customer/service interaction.
Understanding that individuals and their purchase experience is not
limited only to a digital space, provides a wider vision identifying
significant milestones that shape the flow of interaction that considers
both online and offline aspects.
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THE EXPERIENCE MODEL
For the Digital Consumer
G
IN
FFE
R
FRE
EO
LI
NE
ST
O
E
TY
IN
LI
RE
necessarily reflect the precise
TRAN
SAC
TIO
N
HOW DO YOU PAY?
Usually with a credit card,
but department store
cards, electronic transfer
or with the delivery
behavior for all users when
ACTIVATION
REQUEST
Common Problems
Missed deadlines
consuming online; this
Product features that do not
correspond to the real product
overarching model depicts all
The product never arrives
WHERE TO BUY?
WHAT DO YOU NEED?
Amazon, Falabella, Ebay
and París
This part of the process
is invisible to the user,
so the feedback is essential
for his peace of mind
WHAT ABOUT CHILE?
a sequential process, it doesn’t
BI
O
ST
93,3%
WHAT HELPS?
User reviews,
comparison with similar
products, description of
Bloggers and other
media and
product pictures
NL
E
CHOISE OF
THE PROVIDER
SPAM
PLY
SUP
Although the model represents
SI
IN
Excessive advertising,
intrusive and out
of context
AL
ERN
PURCHASE
DECISION
Extra charges and fraudulent
use of credit card
O
NL
INT
Lack safety
VI
O
Recurring Problems
gets informed over the
Internet before buying
Non-supported credit card
is technology, electronic
equipment, airplane / bus / train
tickets and shows tickets
Figure 02:
RE
Common Problems
Most buyed
boundaries and constant
flow, specilly blury between
Positioning and the Choice of
LAN, Falabella, Ninguno and París
ONLINE
OFFLINE
ONLINE
POSITIONING
DELIVERY
80,2% have made online purchases
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relevant factors with blury
OFFLINE
the Supplier.
ACCURATE POSITIONING
AND SUPPLY
Asking users “which store offers the best shopping
experience?” Of all who responded (599), Amazon.com
was ranked first for the second consecutive year (2) within
all considerations with 198 mentions. By far, though again
in second place, Falabella got 82 mentions. Why is this
store (Amazon.com) better regarded than its direct local
competition?
The 8 stores recommended by users
AMAZON.COM
82
EBAY
55
PARIS
44
PCFACTORY
37
MERCADOLIBRE
35
LAN
26
Z-MART
12
FALABELLA
82
eBAY
55
Recommendations by usersPARIS
compared to 2008
198
FALABELLA
Although no major differences exists between the
interfaces of the different competitors, there are many
alternatives that could explain this phenomenon; including
branding, but mainly we suggest two: firstly, trust in
the brand that transcends the digital realm, and second,
enormous technical and marketing efforts, both offline
and online to spread the brand through various channels
AMAZON.COM
198
through which people relate with.
33%
22.9%
PCFACTORY
37
MERCADOLIBRE
35
LAN.COM
26
Z-MART
12
13.7% 13.6%
8.4% 7.3%
599 RECOMENDACIONES
YEAR 2009
YEAR 2008
AMAZON.COM
44
FALABELLA
PARIS
2.2% 2.9%
LAN
599 RECOMMENDATIONS
Figure 01: Shows the Amazon undisputed leadership according to
consumers
Figure 02: Represents the recommendations between 2008 and 2009.
(2) See previous year results: http://tinyurl.com/encuesta-digital2008
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AMAZON.COM
FALABELLA
198
82
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ACCURATE POSITIONING AND SUPPLY
Without doubt, offline advertising is an important factor
in brand building and occupies a prominent place in the
stage of “free offer”, it acts as a bridge between the
positioning and choosing of a provider. It also helps to
build presence and, hopefully, links people’s needs with the
offering by placing advertising in places where users spend
most of their time.
What’s the status of digital
advertising?
Four of the first problems encountered when using Internet have to do with the stage of Supply Model and the
first three are directly concerned with advertising, including:
1) Invasive Ads
The 6 main actions performed by users on the Internet
CHECK MAILS
93,0%
FINDING INFORMATION
91,1%
READING NEWS
81,0%
SOCIALIZING (FACEBOOK, FOTOLOG, ETC)
79.2%
FILE DOWNLOADING
73,89%
INSTANT MESSAGING / CHAT
72,9%
2) SPAM
3) Excessive Advertising
Figure 03: Showing 6 of the 21 most frequent activities people perform
on the tInternet.
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Similarly, statements that represent the views of users about
digital advertising, are:
The 5 major problems when navigating
1) 40.8% “I think it is excessive”
%
5.3
2) 36.6% “I do not see”
% %
4
9.7
.
5
4
%
ing peed es 33
3
s
i
.
t
s
c
1 % dver ing our
s6
Ad 58.4 ive A rows able S
e
v
asi SPAM xcess low b nreli
E
Inv
S
U
3) 34.6% “usually not related to the context of what I’m
doing on the Internet”
The feelings about online advertising
GIVES ME AN ANSWER TO
WHAT I AM LOOKING FOR
KEEPS ME INFORMED ON TIMELY
PRODUCTOS OR SERVICES
I THINK IS NECESSARY
GENERALLY NOT RELATED TO THE
CONTEXT OF WHAT AM I DOING ON
THE WEB
Y DON’T SEE IT
I THINK ITS JUST TOO MUCH
Figure 04: The 3 primary considerations of a total of 12, have to do with
any kind of digital advertising.
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2.7%
11.3%
23.6%
36.1%
36.5%
41.4%
Figure 05: Describes the association of advertising mainly negative
attributes.
25
These statements plotted a precarious situation in which
brands promote their products and services through various
digital channels, specially when the site offers options
appropriate for its modular offerings, monitor and direct a
particular niche, involving a more assertive proposal to
consumers (knowing what, how and when).
The current situation has to do with a medieval concept of
digital advertising, wanting to dominate a larger area (wide
segmentation), become disproportionately larger and try to
draw attention instead to concentrate efforts in the niches
that it is relevant and faithful.
Why is the Amazon.com case so
important?
In digital spaces, the number of competitors expands, and
the consumers no longer navegate only the local market
but international stores as well. They willing to persue the
best offer no matter the country limits. All shops in the
world fit into a browser and the restrictions that might
inhibit the purchase have no longer to do with the constraints of local versus the foreign market, but with the
factors that establish the conditions for a positive user
experience, say: usability, accessibility and a design that
contain all elements that stimulate the buying process.
From this perspective, the shopping experience generated on Amazon.com is a reference for every user who has
bought or simply browsed through this site.
Due to precision filters, recommendation, cross-selling,
—stratification, among other features— make that huge
inventory of goods as intelligent as it can be for each user.
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Opportunities for brands:
Propose assertively, finding competitive advantages, anticipate to
specific niches with consistent offers.
Intelligent recommendation filters based on purchasing patterns
and navigation behavior to achieve customer needs
Profiling, being aware of the particular nature every single digital
consumers in some way self-defined by its consumption behaviors
Taking position through the generation of relevant conversation
fields guided by the brand
Creating brand engagement based on good knowledge of
customers
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ENCHANTMENT AND
ENCOURAGING THE DECISION
Linked by domestic supply and limits of the online store
that consumers chose as suppliers, this space becomes
crucial to pass two lines that deal with important decisions:
first, trust in the supplier or product that you want to buy
and second, the option of initiating a transaction at the
respective store.
What do they consume?
Among the products or services that most users have
purchased over the Internet we have first technology,
electronics and plain / bus / train tickets.
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Products and services purchased by users
TECHNOLOGY
65,4%
ELECTRONIC EQUIPMENT
55,4%
AIRPLANE / BUS / TRAIN TICKETS
50,8%
SHOWS TICKETS
39,0%
BOOKS / MAGAZINES
35,0%
Figure 06: Technology, electronics and airplane / bus / train tickets are the
items users buy most
ENCHANTMENT AND ENCOURAGING THE DECISION
A positive correlation is found between the purchase of
tickets and the high value that has LAN.com 1 within
Chilean online stores (see figure 16 on page number 56).
Certainly the concern of LAN.com for user experience is
superior to other sites, while providing a solid platform for
transactions that do not necessarily have to do with the
purchase, but also harmless transactions.
In this sense, the interface and information design
promotes an accurate and informed decision, showing
clarity and projecting confidence in forthcoming stages interal offer, transaction and logistics
Which elements build
confidence in users?
Looking a bit beyond the digital domain, we see that the
relations between the users and the brands have changed.
People ought to occupy a central role within the strategies
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of companies, tending to fade the line between producers
and consumers.
It’s all about empowering the capacity of people to act
as influents and to develop relevant rols withing the
productive processes Empoderizar It is the capacity of
people to act as influencers and relevant actors within the
productive processes of the marks. The aim is to create
collaborative services, which need the direct and active
participation of all stakeholders - including end users.
Friends, family and coworkers’ opinion are infuential
information to people. It is of tremendous importance to
consumers, specially because one of the biggest barriers is
the confidence in online shopping mode. Wene someone
of their peers or related circle purchase, it gives them
incentives to break the barrier.
To create effective interfaces that encourage a purchase
decision, there must be certain conditions, in addition to
delivering tools that create an atmosphere of confidence
and trust among the navigators.
29
Moreover, when 58.1% of people stated commenting on
social networks and 47.9% recommended sites, videos
or applications to their friends, which tells of a growing
trend towards involvement and building relationships
influence, extolling the active role they are taking people
on consumption.
Your customers already anticipated (and in real time)
The factors that influence a purchase decision
77,5%
USER COMMENTS
COMPARISON WITH
SIMILAR PRODUCTS
71,7%
BLOGGER’S OR INDEPENDENT
MEDIA DESCRIPTION
59,9%
IMAGES
51,7%
USER RATINGS
43.4%
SITE’S DESCRIPTION
41.1%
VIDEOS
24.9%
MOST REQUESTED PRODUCTS
24.1%
Users are more agile and proactive as what the brands
belive they are; users have a relationship with the products
within every second that last longer than the traditional
30-second ad. So probably most of the technology
and electronics products available in traditional online
stores have been already reviewed, described, rated and
commented by any person or independent mean, which
means that currently interfaces to support the buying
decision are highly inefficient, while people have to go
elsewhere to seek information in order to preform the
purchase decision.
Figure 07: 77.5% of people value the comments of other users as references
for approval to make a purchase decision
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Thus, not being alert to real time behavior of the users,
with attention and monitoring according to this
dynamism means losing important opportunities for both
business and optimizing customer relationships.
Although 80.2% of people have purchased over the
Internet being that a significant percentage is even a
greater proportion of people (93.3%) that have looked for
information of product through Internet before making
any purchase decision, which gives the digital content a
benchmark tool of high value
Transaction
The link between the purchase decision and the activation
order landmark, is the transaction; and is in this section
of the process that probably mosts purchase discourage
occurs.
The main reasons why electronic commerce purchase
loses the realization at this stage, have to do with the
incompatibility of browsers and operating systems that
do not support the shop where they want to buy (26.1%,
has had this problem).
In addition 24.7% of users expressed lack of feedback
regarding the transaction, which promotes the uncertainty
of the users and generates mistrust, two factors that
discourage consumption and erode the relationship with
the store.
I’M DIGITAL 2010
31
How users pay
The problems of online shopping
39.8%
I HAD NO PROBLEMS
CREDIT CARDS
66.8%
29.1%
PAYMENT PLATFORM (SERVIPAG, WEBPAY, PAYPAL, ETC)
56.5%
DELIVERY FAILURE OF YOUR BROWSER
INCOMPATIBILITY WITH OPERATING
26.1%
ELECTRONIC TRANSFER
52.8%
SYSTEM IN USE OR LACK OF FEEDBACK
ABOUT THE TRANSACTION
24.7%
PRODUCT FEATURES DON’T REFLECTED REALITY
12.2%
CREDIT CARD WAS INCOMPATIBLE WITH THE SITE
12.2%
LACK OF SAFETY CONDITIONS
10.3%
BREACH OF DELIVERY
NOT RECEIVING THE PRODUCT OR SERVICE
8.2%
PRODUCT DAMAGED OR WRONG STATE
5.6%
CARD CHARGES HIGHER THAN TO BE
4.8%
DOUBLE BILLING
4.5%
FRAUDULENT USE OF CREDIT CARD
1.2%
DEPOSITS
29.1%
GREAT SHOPPING CARDS
22.7%
ON DELIVERY
18.4%
Figure 09: Means of payment used by users
Figure 08: Main problems encountered by users when making purchases
online
1.042 CONTESTADAS
32
I’M DIGITAL 2010
295 SIN CONTESTAR
What elements destroy the
confidence of the consumers?
If we consider the reasons why people have not shopped
online, we see that 43.8% feel that the system does not
give security and does not give confidence. This show an
unfinished work of online stores to stimulate the digital
consumer, which is about to propose basic safe and friendly
interfaces. It must provide solid space generating a positive
experience, which is the first step towards strengthening
the percentage of people unfamiliar with the procurement
of goods through the website.
Other problems that user survey and inhibiting digital
consumer are:
Products that do not correspond to reality shown in
the offer stage (see figure 08 on page 32)
Incompatibility of the site and the browsers or
transactional problems (see page 31)
Credit card incompatible with the site
Lack of safe
Charges on the card different of what the site shows
Fraudulent use of credit card
Double billing
I’M DIGITAL 2010
33
Opportunities for brands:
Deepen and broaden the relationship with audiences, people leave
their practices reflected in consumer interaction with digital watermarks and
thus becomes a task for the brand observing these insights and propose
accurately and assertively satisfying customers needs.
Consider consumers as partners, co-construct with them the digital
strategies of the brands included to encourage new and more powerful
influencers. People are taking their time to interact with the companies, so
that it is for brands to promote discussions of value and know how to listen.
Create interfaces that encourage consumption, which reduce mistrust
and uncertainty.
34
I’M DIGITAL 2010
LOGISTICS AND REDUCTION
OF UNCERTAINTY
The success of the stages of delivery and logistics, are
more related to offline internal processes than with the
interface and direct user action. In this scenario, brands
should generate instant reports of the status and location
of the order to convey confidence, display this information
and give the users the possibility to claim their rights
as consumers and enforce, for example, the delivery
commitment of company.
the material expression of what was previously acquired.
The user has no choice but to surrender to the logistic
system of the the company and hope that within the time
specified, the product he bought will be delivered to his
door.
Commitment of the brand,
consumer confidence
Moreover, knowing that within 9 factors that users
identify as relevant to the digital consumer, two have to
do with safety and confidence.
Since the activation order a line of visibility is passed that
establishes a new relationship with customers: people no
longer have control over the purchase, emerging a bond of
trust and bidirectional commitment with the business.
In the delivery stage we’re able to see more explicitly the
integration of a complete model that includes digital and
physical spheres. It is a relevant contact point because it is
I’M DIGITAL 2010
60.2% of users reported having experienced one or more
problems to make a purchase online, a figure that
depicts the strategic digital immaturity of the brands and
the poor consumer experience that is offered at most sites.
By specifying the main obstacles that consumers have
found in their shopping experience, approximately one
third of respondents (29.1%) stated that the failure
fulfilling with the deadlines committed by the offeror was
a serious problem.
A quarter of the respondents identified as a necessary
impediment to the lack of feedback on service delivery
35
LOGISTICS AND REDUCTION OF UNCERTAINTY
during the logistics process (24.7%). To a lesser extent
(12%), but equally important, the receipt of a different
product or with other features not shown by the original
purchased piece, followed closely (8%) by nonreceipt of
the product, create impediments to making the purchase in
stores Online.
View Graph No. 08 on page 32.
36
I’M DIGITAL 2010
Opportunities for brands:r
Comply the implicit promise to deliver an order without problems,
resulting in increased confidence in the processes offered by the
brand and icreased loyalty of the customers.
Stimulate consumption and promote the digital medium as
aneffective channel for online shopping, focused on reducing
costsand customization.
I’M DIGITAL 2010
37
METHODOLOGY
The following report collects information about trends
and changes in the Internet use in Chile. In essence it
examinates the habits of Internet users and gives an
overview point of where new trends are going.
If we wanted to sum up this study in one question, it would
be: How does the chilean people use the Internet?
The exposure of the survey took place between August 10
and 13 October 2009, released in digital media or web,
which enables a large number of users involved. Now we’ll
show the detail of some figures obtained as a result of this
report:
Polls validly answered: 1339
Confidence level: 97%
Error: 3%
38
I’M DIGITAL 2010
Media sites used as difusion:
FayerWayer.com
DaleAlbo.cl
Zancada.cl
192.cl
PolíticaStereo.tv
IAB.cl
tuvidasana.cl
tecnoblog.cl
educablog.cl
maqueros.cl
Twitter
datoblog.cl
MercadoCapital.cl
Erresese.cl
Vaquelita.cl
dokshor.com
jbarahona.com
Yukei.net
Facebook
SURVEY RESULTS
FIGURES ANNEX AND COMPARATIVE ANALYSIS
I’M DIGITAL 2010
39
The following pages gather the results of each questions asked on the
survey, described qualitatively in order to support the analysis related to
digital consumer experiences.
You can find a high quality version of each of these graphs in
AyerViernes’ Flickr. The content of this work has been created under a
Creative Commons “Attribution-Noncommercial-No Derivative license”.
So, feel free to copy, distribute and transmit it according to the license
conditions.
40
I’M DIGITAL 2010
SURVEY RESULTS
For the second consecutive year, Amazon.com takes the
first place within the preferences of users who consider
it as the store that offers the best digital consumer
experience. Over the last year, Amazon.com had a
considerable increase in its sales percentage, while
Falabella kept the same percentage according to the
user´s preferences. This trend demonstrates the leadership
position of an international store compared to any other
chilean actor and announces the clear strategic vision that
this store has in relation to its other digital businesses. The
following graph shows the changes in the percentage
related to each of stores compared to year 2008.
33%
22.9%
YEAR 2009
YEAR 2008
AMAZON.COM
13.7% 13.6%
FALABELLA
8.4% 7.3%
2.2% 2.9%
PARIS
LAN
1.Which site offers the best shopping experience?
198
AMAZON.COM
FALABELLA
82
EBAY
55
PARIS
44
PCFACTORY
37
MERCADOLIBRE
35
LAN
26
Z-MART
12
599 RECOMMENDATIONS
Figure 1 shows the undisputed leadership of Amazon according to consumer’s preferences
AMAZON.COM
I’M DIGITAL 2010
AMAZON.COM
198
198
FALABELLA
82
eBAY
55
PARIS
44
41
SURVEY RESULTS
2. Since when do you use the
Internet?
ears
6y
4 to
%
26.8
2
1%
rs 9.
yea
to 4
1 to
7%
rs 1.
2 yea
Less
ear
n1y
tha
n6
e tha
Mor
Preliminarily, the difference between the years 2008
and 2009 in the first 3 groups seems to be too small to
establish a trend and confirms that the numbers of users
have considerably grown, nevertheless, each year it is
closer to the total of population.
1.1%
However, there is a second interpretation based on the
thinking of a parallel development between the Internet
(medium), the different industries(organizations) and the
users; a place in where all of them have been able to
perceive the changes as much in platforms and digital
tools as in the rise of new social networks, digitization of
brands and organizations in recent years.
years
%
61.3
1.333 CONTESTADAS
6 SIN CONTESTAR
Figure 02: The majority of the people polled have been users of the internet for over
6 years.
42
I’M DIGITAL 2010
SURVEY RESULTS
3. Frequency of Internet accesst
Several times a day 95,7%
Once daily 3,1%
Some times a week 1,0%
A few times a month 0,2%
Never or rarely 0,1%
Figure 03: 95.7% of all the internet users access Internet more than once
daily
In this question, it is easy to see a bias because of the fact that
95.7% corresponds a group of intensive Internet users that
have increased their participation and have become active users
increasing their internet access several times daily regardless of
the purpose(to work, search or interact with other people).
4. Activities carried out
by people when they are
connected to the Internet
CHECK EMAIL
93.0%
INSTANT MESSAGING / CHAT
72.9%
GAMES
34.8%
SEARCH
91.1%
FILES DOWNLOADING
73.8%
VIDEO WATCHING
65.8%
COMMUNITIES / FORUMS
49.3%
WORK RELATED ACTIVITIES
52.5%
ACADEMIC ACTIVITIES
54.5%
WATCH PHOTOS
60.8%
BUY
35.2%
NEWS READING
81.0%
GENERATE CONTENT ( i.e. UPLOAD PHOTOS)
50.9%
SOCIALIZING NETWORKS (FACEBOOK, FOTOLOG, ETC)
79.2%
FIND A JOB
21.7%
BANK TRANSACTIONS
52.2%
CHECK BANK ACCOUNT
60.0%
BLOGS READING
60.0%
LISTEN TO MUSIC
57.9%
FEEDS READING (RSS)
35.7%
INVOICES PAYMENT
43.1%
JUEGOS
Figure 04: The 93% of people check their mail, as one of the most recurrent activities to connect to the Internet
I’M DIGITAL 2010
43
SURVEY RESULTS
The table above shows very well the intensity of the various
internet uses between the people polled. Though activities
like checking e-mails, searching information and reading
the news are in the top of the ranking, one of the most
important aspects is the intensity of social networks use;
take notice that 79.2% of people polled declare to use the
Internet to interact with other people. This percentage
is important if it is considered that social networks have
increased their presence in our country in these last 2 or 3
years focusing mainly on Facebook and Twitter. The level
of penetration reached by these networks in a very short
time is similar to the place taken by news sites and is not
far from the use intensity level neither of emails nor of
search engines. This trend was present in the same survey
conducted in 2008 where the item “socializing” took the
fifth place as one of the most requested activities carried
out by users, and then, a year later would take the first
place.
organizations and media have positioned themselves
thanks to social networks which have probably helped to
the democratization and their use.
5. Problems presented while
people surf internet
%
9.7
9%
%
21,
%
8.5
%
3.4
%
4
le 3
s1
5.3
%
ed
0.6 iality
site eliab
ss 5
s1
spe
t
2.3
%
%
%
ible not r
xce .6%
y 2 arrier fiden
ion
s
t
e
t
i
%
n
r
c
3.9
7.5
1.3
b
e
u
on tising s 32
8.4 prehe es are ive 6 ng* 1 er ility 2
5
onn of sec uage k of c
r
e
c
s
c
i
e
M
u
g
v
us
om Sour
ws tib
sh
Ad
Low Lack
Lac
Vir
Intr
SPA
Lan
Inc
Phi
Bro ompa
inc
It gets interesting to know what is the level of presence
and how brands,
Figure 05: The first 3 points from a total of 12 are related to some kind of
digital advertising. *Phishing
44
I’M DIGITAL 2010
SURVEY RESULTS
Compared to year 2008, problems experienced by users
are quite similar. Users continue detecting the presence
of advertising quickly which impede to have a fluid
navigation.
Advertisers are looking for new instances of
communication through new digital formats (multi •
platforms) but still use the classic advertising features
that pretending to be something else. Maybe the biggest
problem is not creativity, but rather the need to generate
stratified communication with the different types
ofexisting users.
This challenge was born in traditional media, but Internet
has opened new doors thanks to its ability to create microsegments, though advertisers and media still maintain the
relationship of massive communication centrated on many
similar users not considering digital efforts.
I’M DIGITAL 2010
6. User perception of online
advertising
GIVES ME AN ANSWER TO
WHAT I AM LOOKING FOR
KEEPS ME INFORMED ON TIMELY
PRODUCTOS OR SERVICES
I THINK IS NECESSARY
GENERALLY NOT RELATED TO THE
CONTEXT OF WHAT AM I DOING ON
THE WEB
Y DON’T SEE IT
I THINK ITS JUST TOO MUCH
2.7%
11.3%
23.6%
36.1%
36.5%
41.4%
Figure 06: User perception in relation to online advertising.
Image Text
45
SURVEY RESULTS
For most users, online advertising is just excessive and
it is not related to the activity that they are doing. On
the other hand, the 36.6% of people polled declared not
see online advertising. These 3 points above show that
online advertising begins to be rejected by people polled,
and finally not reaches completely its purpose of informing,
and even less to reduce the communication gap existing
between audiences and advertisers.
It is because of them that users declare to block pop-ups
in order to avoid publicity which is in general boring and
unremarkable, and for others the way it appears is simply
“disrespectful”, comparing it to the “second 31 of a
commercial” that just seeks to encourage, in a synthetic
and inappropiate way, ads created for traditional media.
interrupted with new offers on every click that they do.
Finally, a small group feels it is relevant and even positive.
In general, they are agree with ads of the page where they
are browsing while they inform about special promotions
or discounts related to own products.
Here, we turn to the initial problem what is the level of
segmentation chosen for some types of promotions and
how important can be for the users have a stratification so
wide.
Others, however, recognize that online advertising
is a “necessary pain” represented in this survey by
23% of people polled who selected this option. A
“necessary pain” that is useless because makes people
less receptive to online advertising who only want to
continue shopping or informing themselves without being
46
I’M DIGITAL 2010
SURVEY RESULTS
7. Activities carried out by
people in social networks
.4%
9
g) 3
6%
%
38. taggin
9%
4.7
g
3
n
47.
,
i
c
ds
ink orize
, et
n
h
%
e
t
m
i
g
9
. %
u
fr
or
te
8.1 9%
for
my rks 31
ing on (ca %
s5
.
te,
o
o
o
i
t
%
6
t
d
s
o
i
0
o
6
s
2
w
eb
ph
es t 45. at i’m sificat t 70.
tion l net
g, w deos,
urc
e
e
a
ica
a
blo
eso intern ay wh wn cl ntern
.3%
apl n soci
vi
r
a
,
r
9
t
s
i
o
d
n
ith
os1 .7%
so
rum ende os to nce a r my o os on ideos
e
e
o
d
s
f
i
te w
6
u
e
p
,
v
t
e
v
ibu
a
e
o
,
id
e
gs
t o und
ind
or c ts and abov
s, v
ites
, ph
blo
eas
on
and photo st at l vorite ideos end s roups
/
uc f the
t
d
g
e
n
v
o
a
o
g
m
l
f
a
r
d
me
nag
tch ecom in to
k p one o
d b ploa roadc Keed
Ma
Wa
U
Com
N
R
Rea
B
Ran
Jo
tr
con
The main activities undertaken by users in social networks
are related to media like watching videos, uploading
and downloading images and reading blogs known as
the main Social Media formats. We should think that
the intensive use of these social platforms is favourable
because they provide a good place to put advertising,
allowing in many cases to have a better knowlegde of the
users’ preferences.
This is the case of Facebook. Through its advertising
system it allows to do segmentation using different
variables as interests, activities and preferences, though it
can not still be well used as it presents two main problems.
(1) Not all users complete their profile, which makes
difficult to choose correctly targets.
(2) Many advertisers still prefer to gain wider audiences
ensuring a big participation rather than being loyal to just
one niche.
Figure 07: Represents the level of collaboration and use of social networks
I’M DIGITAL 2010
Another major advantage of social networks is that, as
Figure 07 shows, many people use them to recommend
47
SURVEY RESULTS
other sites to their friends, people with who they usually
have common interests and where trust is important to
validate the information before taking any decision.
8. Using the Internet to make a
purchase decision
This effect, typical of the known as “Word of Mouth”,
become a digital space more linked to “The Word of
Mouse”, where users recommend, relate, validate, tag via
Internet, a place where conversations are open and honest,
but also, where many organizations still do not are willing
to hear the dialogue of markets, increasing the distance
between them and their users / consumers ignoring the
convergence of multi-conversational platforms existing
today, returning to one-way type of communication.
No
6.7%
%
.3
3
9
s
Ye
Figure 08: 93.3% of users have made their purchase decision based on the
information obtained in the internet
48
I’M DIGITAL 2010
SURVEY RESULTS
Regarding the previous question, it virtually remains the
same proportion than last year, increased slightly but not
enough to claim that there is a substantial increase in the
number of people who query, verify or get information
online before buying.
Comments, voting, rankings are some of the features that
enhance purchase decisions on the Internet. As they
develop better eCommerce services (including variety of
inventories and better recommendation filters) experience
will be enhanced. These services will probably lower their
function as mere information channels to become totally
transactional services, filling the big gap between product
search and delivery.
9. Have you purchased online?
80.2%
have bought
something at least
once
Figure 08: Shows the number of users who report having ever purchased
on the Internet
I’M DIGITAL 2010
49
SURVEY RESULTS
In connection with purchases online the proportion is
virtually unchanged from a year earlier, being a 80.2% the
number of users who have ever shopped online.
While this number should increase in coming years through
the digitization of the buying process, the first impulse
should come from the same stores to achieve a complete
experience (based on the answers given by respondents).
10. Items that users value to
make a purchase decision
IN-SITE DESCRIPTION
41.1%
USER REVIEWS
77.5%
DESCRIPTION OF A BLOGGER OR INDEPENDENT MEAN
59.9%
COMPARISON WITH OTHER SIMILAR
PRODUCTS
71.7%
VIDEOS
24.9%
IMAGES
51.7%
USER VOTES
43.4%
RANKING OF THE MORE DEMANDED PRODUCTS
24.1%
Figure 10: 77.5% of people value the comments of other users as references to
make a purchase decision
50
I’M DIGITAL 2010
SURVEY RESULTS
As we´ve seen in the qualitative analysis, the information
held by customers on products is one of the most
important variables to consider in assessing the online
consumer experience that gives them a particular store.
Again becomes relevant the views of their peers as a source
of validation, given the sincerity with which itoperates.
better replicate the physical shopping experience that
usually the consumer contemplates several alternatives
and weigh their properties according to its own scale of
assessment.
Most of the renouned international stores have promoted
transparency by creating spaces for open conversation,
voting systems, recommendations, ratings, among others
initiatives with the goal of delivering tools, more real than
a Focus Group, and even take more relevance to the stores
—depending on the degree of commitment that exists in
wanting to improve your shopping experience— but also
helping to redirect business model of a store.
This can be illustrated when a user generates a comparison
with similar products, which some sites can do, delivering a
simplified comparison chart. One functionality, that to the
eyes of a user is minimal, could improve the experience
because the system could cross more data of the purchase
behavior through special filters - functionality that allows
I’M DIGITAL 2010
51
SURVEY RESULTS
11. Products purchased online
50.8%
AIRPLANE TICKET / BUS / TRAIN
7.5%
HOLIDAYS PACKAGES
39.0%
SHOWS TICKETS
TECHNOLOGY
65.4%
APPLIANCE
15.7%
FURNITURE
12.0%
FLOWERS
12.5%
ONLINE HOTEL BOOKING
23.9%
MOVIE TICKETS
24.5%
MOVIE RENTAL
19.0%
4.8%
CAR RENTAL
FINANCIAL PRODUCTS (i.e. CREDIT)
16.4%
FOOD
14.8%
GIFTS
31.5%
BOOKS / MAGAZINES
35.0%
CLOTHING
The ranking is virtually unchanged as in 2008, where
technology and electronics products are the strongly
leading the preferences, followed by plane fares and
show tickets. This suggests to ask what’s the development
status of each of these industries with the highest level of
e-Commerce demand.
In general, the products that require more details or a
shopping experience more akin to the face-to-face
(clothes, furniture, etc..) are less popular, though there is
an important amount of users who have purchased these
items through an e-Commerce site.
Online stores such as Threadless.com are mentioned
by users, as they felt it offered the best online consumer
experience for their excellent inventory, level of
customization, good prices and safe delivery.
3.5%
ELECTRONIC EQUIPMENT
55.4%
Figure 11: Technology, electronics and tickets are the items that most
people buy.
52
I’M DIGITAL 2010
SURVEY RESULTS
12. Number of online purchases
in the last 3 months
.5%
% .5% .0% re 14 5.8%
3
.
22 -3 33 -5 14 or mo ne 1
ne
o
O
2
4
6
13. Which one (s) of these transactions have you made by
Internet?
.1%
N
.1%
57
4%
51.
57
4%
as)
r, g
29.
8%
ent
ate
ent
w
10.
,
aym
m
t
p
y
h
on
a
s
i
g
t
i
e
p
l
c
(
c
i
%
ys
9%
%
nt
nsa
erv
9.0
me
tra
76. Highwa
4.9
es
pay
6%
n6
rk 3
any
hon
.
ons
i
s
o
o
d
p
t
i
e
9
e
e
t
c
e
w
n
ic
r
a
ad
Tel
an1
lara
sio
erv
ans
ape
tm
le /
ces
k lo
dec
ic s
k tr
en’
al p
Cab
Bas
Ban
Con
Tax
Ban
Hav
Leg
244
Figure 12: 33.5% of people have made a purchase online in the last 3
months
I’M DIGITAL 2010
Figure 13: The largest percentage of transactions has to do with banking
issues
53
SURVEY RESULTS
14. Payment methods used by
people
CREDITS CARDS
66.8%
DEPARTMENT STORE CARDS
22.7%
ELECTRONIC TRANSFER
52.8%
ON DELIVERY
18.4%
DEPOSITS
29.1%
PAYMENT PLATFORM
(SERVIPAG, WEBPAY, PAYPAL, ETC)
56.5%
Figure 14: Means of payment used by users
In this aspect there are strong changes versus 2008. The
number of users that state use credit cards to buy grows
39.9% to 66.8%.
The use of payment platforms is also elevated, possibly by
a greater knowledge of the use thereof by the user and
also the companies have promoted the online paymento,
helping to relieve the crowded sotres and cashiers by
automating the processes and decreasing maintenance
costs associated with personnel, infrastructure, materials,
among others.
This change can be contrasted with the first version of the
survey where 2008 was 23.5% and in 2009 growing at
56.5%.
The electronic transfer also appears to have experienced
a considerable increase, from 21.7% to 52.9% which
is clearly a positive sign for the bank in its looking for
digitizing their processes.
54
I’M DIGITAL 2010
SURVEY RESULTS
15. Problems encountered when
buying online.
8.2%
NOT RECEIVING THE PRODUCT OR SERVICE
PRODUCT FEATURES DON’T MATCH REALITY
We can see that the main problems that users have are
related to interface design, an item that totally depends
on the services providers. This should be able to answer
how a brand is projected through a good proposal
interface allowing to create a positive shopping experience
for users.
12.2%
5.6%
PRODUCT DAMAGED
29.1%
DELIVERY TIME EXCEEDED
CARD CHARGES HIGHER THAN THE ONE SHOWED
BY THE SITE
4.8%
FRAUDULENT USE OF CREADIT CARD
1.2%
LACK OF SAFETY CONDITIONS
10.3%
LACK OF FEEDBACK ACOUT THE TRANSACTION
24.7%
4.5%
DOUBLE BILLING
INCOMPATIBILITY WITH BROWSER OR OPERATING
SYSTEM IN USE
26.1%
39.8%
HE HAD NO PROBLEMS
12.2%
CREDIT CARD WAS INCOMPATIBLE WITH THE SITE
Figure 15: Major problems encountered by users when shopping online
I’M DIGITAL 2010
In parallel, non-compliance deadlines, lack of feedback
on the transaction, incompatibility of systems and the lack
of truthful information of products, are the most frequent
problems. All these are related to controllable aspects of
the consumer experience, as the companies can and must
invest time and resources to improve if their goal is to
expand the online customer base.
One of the most important fact-findings of this question is
that security issues as the fraudulent use of credit cards,
which a priori appears to be highly relevant, occur in only
1.4% of those who have made purchases online.
This suggests that although the perception is that there
is lack of security in online transactions, only a small
percentage excperienced the problem.
55
SURVEY RESULTS
Thus, the mission must be to break down this prejudice
giving enough information to satisfy the user by telling
him that the appropriate measures are taken to ensure the
security of his transactions. Billing errors, though rare, do
not represent a security issue or bank fraud, but internal
problems of the information systems of each company.
16. Chilean site that offers the best
Online Consumer Experience
.8% %
.4% olar 0 46.5 ley
2
P
Rip
asy
LAN
La
E
.8% %
.3%
%
4%
9.0 on’s 0 1.1% 21.2% ac 4. ella 37 o 7.2 23.0%
m
b
b
ns
r
one
odi
ala
um
aris
ide
Joh
L
P
S
F
J
N
Figure 16: 23% of users believe that “None of the sites listed offer a good
shopping experience online
56
I’M DIGITAL 2010
SURVEY RESULTS
17. Reasons NOT to buy online
45.5%
5.8%
36.8%
I need to see what
I’m going to buy
I have not had the need
43.8%
I feel it is unsafe,
and it does not give me confidence
I’ve tried but
have not succeded
9.1%
I have heard of
bad experiences
1.2%
It’s more expensive
5.0%
I don’t know how
Although most users said they do not buy online because
they have not had the need to do it, the results show us
how customers are living online experience.
43.8% are unsure, lacking confidence, attached to
having to see what they are going to buy (36.8%).
Thus, the small percentage (9,1%) representing the
ones that have had a bad expriences, becomes highly
relevant in orden to understand that it isn’t a problem
about digital platforms, but there’s a lack of strategic
encourrage towards the customers, reducing the mistrust
(empowering the Word of Mouth) and also increse the
purchase incentives for the users that don’t buy online.
Figure 17: Shows the reasons why the 6.7% of users have not purchased
online
I’M DIGITAL 2010
57
SURVEY RESULTS
18. Have you used the mobile
Internet?
Yes 64.2%
No 35.8%
19. What activities do you carry
out when you connect to the
mobile Internet?
SEND / RECIEVE E-MAILS
70.2%
WRITE/UPDATE BLOGS
13.0%
SURFING THE WEB JUST FOR FUN
44.1%
INFORMATION SEARCH (WEATHER, NEWS, ETC.)
50.7%
MAP SEARCH (ADDRESSING, ROUTING)
49.6%
DOWNLOADING / LISTEN MUSIC
14.1%
UPLOAD AND SHARE PHOTOS
21.0%
CHAT
36.0%
VISIT SOCIAL NETWORKS (FACEBOOK, OTHERS)
57.4%
ONLINE GAMES
Figure 18: A 64.2% of respondents reported getting connected to the
Mobile Internet
BANKING SERVICES
19.1%
MICROBLOGGING
28.0%
GEOLOCATION
32.8%
Figure 19: Shows the activities that mobile users carry out
58
I’M DIGITAL 2010
8.4%
SURVEY RESULTS
The popularization of mobile equipment has led to a
Hyperconnectivity of users, where the undisputed
leader in terms of activities is e-mail. Probably, what it has
helped his bid has been the explosion in the market for
Smartphones that allow greater responsiveness in their
connectivity.
shows that in some cases are already accessing mobile
internet plans to maintain its connection to their
communities.
Mobile Internet remains primarily a tool of work and
productivity for businesses and telecom companies have
promoted the recruitment of their plans with dedicated
advertising campaigns.
Furthermore, it is noteworthy that the use of social
networking via mobile Internet appears un second place,
unlike what happens with the use of Internet search
engines traditional, indicating that they prefer to socialize
through their mobile equipment and do the search on the
second screen (computer). If a make a cross-tabulation is
made between users of mobile Internet and the age of the
respondents we observe that 36% are between 18 and
24 years and 46% are between 24 and 32 years, the
first of these most used social networks and also
I’M DIGITAL 2010
59
SURVEY RESULTS
20. Instances when users
access mobile Internet
42.9%
Emergencies
41.7%
Apart from users who use mobile web connection in
emergency contexts - who use it mainly to send e-mails we see a strong use of this service during the downtimes
or idle (when people use the public transport, while they
are waiting for someone).
38.4%
31.9%
When I have something
important to say / review
Every tome I have
planty of time
While I wait for something
or someone
35.4%
When I’m transported from
one place to another
14.7%
At work / office
Interesting thought: how can a brand build entertaiment
content for mobile users who are using their phones
during idle time?
20.1%
I am always
connected in any place
Figure 20: Represents the movement of mobile Internet connection with
the navigation context
60
I’M DIGITAL 2010
SURVEY RESULTS
21.Why don’t users access to
mobile Internet?
43.1%
33.2%
My cell phone isn’t capable
It’s too expensive
37.6%
I don’t need it
The entry barrier remains the very high prices for
consumers who want mobile Internet access (43.1%).
This increases telecom companies’ efforts to gain new
customers.
5.9%
I did once but
didn’t found it efficient
11.2%
2.5%
I tried but failed,
I didn’t tried again
Don’t have
cell phone
But you can clearly see that 37.7% don’t need a mobile
web connection, making duplicate efforts of sales and
marketing areas to provide more accessible plans, proving
to be useful for those who do not see the need to be
connected to the Web from the third screen.
Figure 21: Main reasons why users do not use the Mobile Internet
I’M DIGITAL 2010
61
SURVEY RESULTS
22. What reason do you think
would motivate you to access
the Internet using your cell
phone?
65.1%
CHEAPER FARES
MOBILE SITES
EASIER TO USE/MORE FRIENDLY
21.8%
FASTER INTERNET
34.3%
MORE MOBILE SOTES
OF INTEREST
17.6%
NOTHING
24.4%
It is clear that for potential mobile Internet users, the
price is the key variable to get started.
A relevant aspect is that 39.2% of people polled, who are
under 24 years, say that lowering mobile internet plans
would motivate them to use it, which means there is a
potential market waiting for this service.
In parallel, another relevant point is that 24% of the
people polled say that “Nothing can motivate them to
access mobile Internet”, which means that in the market
still exists a lack of digital and transversal maturity from
users on this technology.
Figure 22: Motivations to increase the number of mobile Internet users
62
I’M DIGITAL 2010
SURVEY RESULTS
23. Country of Residence
24. Please indicate your area of
residence
REGIÓN METROPOLITANA
VALPARAÍSO
BÍO-BÍO
LA ARAUCANÍA
ANTOFAGASTA
MAULE
Figure 23: All the people polled who participated on this survey are Chilean
I’M DIGITAL 2010
61,2%
18,7%
5,1%
2,5%
2.1%
1,6%
Figure 24: The Metropolitan area concentrates the bulk of participants in
this survey
63
SURVEY RESULTS
25. Age
26. Sex
13-17
4.6%
18-24
35.1%
25-34
44.6%
35-49
12.0%
50-64
3.5%
65 OR MORE
0.1%
74.8%
25.2%
Figure 25: The largest range of users is between 25 and 34 years old
Figure 26: The majority of participants are male
64
I’M DIGITAL 2010
74.8%
SURVEY RESULTS
27. Education Level
28. Average income
3.7%
PRIMARY
10.6%
SECONDARY
8.3%
TECHNICAL DEGREE
4%
r le
0o
00
59.
1
6.
ss 2
0-
00
60.
0
.00
400
1
1%
18.
0-
4
00
01.
0
.00
650
2%
17.
0-
6
00
51.
00
0.0
90
0%
12.
0-
9
00
01.
%
.2
0 9
00
00.
1.1
00
1.
.0
101
or
re
mo
1%
17.
59.3%
COLLEGE
PROFESSIONAL DEGREE
9.6%
MASTER
7.0%
DOCTOR
1.4%
1.265 ANSWERED
Figure 27: The 59.3% of people polled have higher education
I’M DIGITAL 2010
74 NO ANSWER
Figure 28: The 26.4% reported having a mean income equal to or less
than $ 159,000 Chilean pesos
65
TEAM WORK
Jorge Barahona
Paulina Meyer
Digital Experience Designer. Professor of User-Centered Design,
School of Architecture and Design, PUCV. Professor of Applied
Communication Master of UDD.
Graphic designer PUCV. Expert generate communication throughout
the design between brands and audiences in digital environments.
Pablo Altamirano
Herbert Spencer
Interaction Designer, Professor, School of Architecture and Design
PUCV. MDes Interaction Design, Carnegie Mellon.
Industrial Engineer UAI. Executor of methodology and analyst in the
interpretation of statistics.
Estefanía Trisotti
Pedro Arellano
AyerViernes Head of Research Area. Pyschologist in User Experience
Research. MS in Consumer Behavior, UAI. Professor of Applied
Communication Master of UDD. Graphic designer PUCV. Expert in interface design and interpretation
of statisticsoriented visual design.
Robert Sharman
Consultant modeling methodology and statistics. Industrial Engineer
UAI.
Katherine Exss
Information Architect and Research Experience Users. PUCV graphic
designer.
Rodrigo Frías
Communicator expert in brand building in digital environments.
Publicist, MS un Applied Communication, UDD. Professor of Digital
Communication and Digital Media Marketing, UPA.
66
I’M DIGITAL 2010
ABOUT AYERVIERNES
AyerViernes is a strategy and design company
dedicated to deliver digital solutions that foster better
communication between brands and their audiences.
Using a people-centered design methodology, we
position our clients in new and valuable relationships
with their audiences by promoting through design spaces
where consumers can perceive succesful experiences of
use in both web and mobile, intranet, social networks,
among others.
A fundamental part of our work involves understanding
the behavior and usage trends in digital media, considering
users as the articulators of our work; we are constantly
researching and innovating, looking for solutions that can
raise the return on investment (ROI) of our customers and
the positions of their competitors.
For more information AyerViernes on the projects
he has done or work areas, visit our website:
www.ayerviernes.com or follow us through the
following social media:
• Blog:
www.erresese.com
• Twitter:
@ayerviernes
• Facebook:
• Flickr:
www.facebook.com/ayerviernes
www.flickr.com/ayerviernes
(All graphics are avaliable in high resolution)
Contact Information
ayer@ayerviernes.com
Santiago, Chile: +56 - 2- 361 0505
Viña del Mar: +56 - 32 - 215 6588
AyerViernes a member of:
I’M DIGITAL 2010
67

Report on consumer experience in Chile

Transcription

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