Media Platform Importance in Online Retail Consumer Purchase Decision Process Study 2021
This study aims to identify the significance of media platforms in influencing online retail consumers during their purchase decision process. Conducted by TVB, the research included 1,631 respondents who recently purchased or planned to purchase from online retailers. The study explored various advertising platforms and their impact on different stages of the consumer purchase funnel. Respondents rated the importance of different mediums in reaching consumers at various stages of the purchase decision journey.
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Objective: To identify the importance of media platforms influencing online retail consumers during their purchase decision process. TVB commissioned to do the research study. 3
Online Retail Research Overview: Methodology WHO: The general study which included 7 categories (Automotive, Banking/Financial, Furniture/Bedding/Carpet, Legal, Medical, QSR/Fast food/Casual restaurants, Online retail and In-store retail) had 3,500 interviews collected via opt-in sample. Each respondent answered a series of questions for up to three product/service categories This analysis focuses on the online retail category. The number of respondents for the online retail category was 1,631 To qualify for the Online Retail category, respondents needed to be age 18+ and: Recently purchased or plan to purchase in the near future from an online retail website or app such as Amazon, Macy s, Home Depot, Target, Dick s Sporting Goods, Walmart, Best Buy, Kay Jewelers, local retailers, etc. Have seen/heard or read an advertisement for that category in ANY of about 20 media platforms both traditional and digital, in the past 2 months WHEN: Interviews took place December 1, 2020 December 15, 2020 WHAT: Via 15-minute online quantitative survey about the influence of advertising platforms at each stage of the consumer purchase decision, actions taken post-advertising, and attitudinal questions Respondents were given the choice of taking the survey in either English or Spanish 4 Source: GfK Purchase Funnel 2021
These are the media platforms measured Respondents did not have to be exposed to a TV ad to be included in the study OOH (Billboard and Movie Theater) Print (Newspaper and Magazine, Yellow Pages) Digital TV (Broadcast, Cable and On-Demand) Mail Radio Digital media include: Network TV station site/app Magazine Newspaper Search engine Social media Streaming TV services Video ad Yellow Pages site/app Cable site/app Consumer review site/app Display/banner ad Email ad Internet radio Local radio station site/app Local TV station site/app 5
Respondents were asked to rate which medium was important in each stage of the Purchase Funnel Reaching Consumers Early Awareness Interest Preparing for Purchase Decision Visit Store/Website for Info Consider Purchase Making a purchase Purchase 6
Media Makes a Difference in Motivating Online Retail Consumers But it Declines Moving Down the Funnel Online retail 96% 95% 92% 92% 90% % Influenced by Media % NOT Influenced by Media 10% 8% 8% 5% 4% Awareness Interest Visit Store/Website for Info Consideration Purchase Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ QA4/QA5/QA6/QA7/QA8 (cume of all media cited as most important) 8
61% of Online Retail Consumers Were Exposed to Three or More Media Platforms, Over-indexing The Seven-Category Average 7 Category Average Online retail 27.8% 28.3% 58% 61% 7.4% 8.4% 11.0% 9.7% 11.8% 14.3% 25.5% 25.7% 16.5% 13.6% One Two Three Four Five Six One Two Three Four Five Six Source: GfK TVB Purchase Funnel 2021 Online retail A18+ S10/S11 In the past two months, did you see, hear or read an advertisement for an online store in any of these media/digital media? 9
With Online Retail Ads, TV Tops Exposure at 76% 76% % Exposed to Advertising by Media 27% 27% 22% 22% 22% 21% 19% 19% Television Social media Broadcast TV web/apps Ad in mail Streaming TV shows online Radio Ad on a website Email Newspaper Source: GfK TVB Purchase Funnel 2021 Online retail category A18+ S10/S11 In the past two months, did you see, hear or read any advertisement in any of these media/digital internet media? 10
Online Retail Ad Exposure Does NOT Guarantee Importance, Except for TV Saw/Heard/Read Ad Most, 2nd Most and 3rd Most Important for Awareness 76% Most Important for Awareness 67% Online retail 53% 27% 22% 22% 22% 17% 13% 12% 10% 6% 5% 4% 3% Television Social media Ad in mail Streaming TV shows online Radio Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ S10/S11/QA4 In the past two months, did you see, hear or read any advertisement in any of these media/digital internet media? / Thinking about the ads you saw/heard for the categories, which advertising media made you most aware of the category? 11
What Influenced Online Retail Consumers Most: Television % Influenced by media 96% 95% 92% 92% 90% Online retail 3% 3% 3% 3% 3% 3% 3% 4% 3% 4% 3% 5% 4% 4% 5% 5% 3% 5% 5% 4% 4% 5% 5% 6% 6% 5% 5% 8% 4% 5% 7% 7% 6% 53% 47% 44% 41% 41% Awareness Interest Visit Store/Website for Info Consideration Purchase Television Newspaper Internet video ad Social Media Email Outdoor Streaming TV programs online Broadcast TV web/apps Ad in mail Radio Source: GfK TVB Purchase Funnel 2021 Online retail category A18+ 12 QA4/QA5/QA6/QA7/QA8 Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled
Online Retail Consumer Awareness - Most Important: More Respondents Picked TV than all other Media Platforms Combined Online retail 42% 53% 3% 3% 3% 4% 4% 5% 6% TV All other media Television Email Magazine Online newspaper Internet radio Social Media Broadcast TV web/apps Ad on a website Consumer review web/apps Yellow pages Streaming TV shows online Radio Local radio web/apps Interner display/banner ad Online magazine Ad in mail Internet Video Ad Other Internet Movie theater Yellow pages web/apps Newspaper Outdoor Internet search Cable TV web/apps Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ QA4 Thinking about the ads you saw/heard for the categories, which advertising media made you most aware of the category? 13
Of Those that Cited TV as the Most Important in Awareness Phase, 7 out of 10 Picked Broadcast TV Online retail Cable TV 28% Broadcast TV 72% Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ QA4 Thinking about the ads you saw/heard for the categories, which advertising media made you most aware of the category? 14 How to read: Of the 53% who chose television, 72% chose broadcast TV
The Primary Source for News: Broadcast Television Which of the following sources, if any, would you say is your primary source for news? Online retail 33% Broadcast TV News 14% Cable TV news 13% Social media 9% Broadcast TV news web/apps 5% Radio 5% All other Internet news web/apps 4% Cable TV news web/apps 4% Local newspapers 4% National newspapers 4% Local/National newspaper web/apps 3% Public TV news 2% Public TV news web/apps 2% Radio web/apps Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ B1 Which of the following sources, if any, would you say is your primary source of news? 15
I trustthe news I see/hear on this media source Agree with this statement Online retail Local Broadcast TV News Broadcast network national news 76% 73% 71% 69% 69% 68% 67% 64% 63% 63% 61% 61% 60% Radio stations Local newspapers Public TV news National newspapers Local broadcast TV news web/apps Cable TV news Broadcast network national news web/apps Local/National newspaper web/apps Public TV news web/apps Cable TV news web/apps Radio web/apps All other Internet news web/apps 52% Traditional Media Digital Media Social media 43% Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ (Agree Strongly + Agree Somewhat) B2: I agree with the following statement: I trust the news I see/hear on this media source. 16
More Exposures Means More Action For Online Retail Consumers Which of the following did you do after seeing/hearing the ads for the Online retail category on television? 30% Went to the website or app advertised to learn more about what was advertised 20% 29% Went online to learn more about what was advertised 22% 24% Searched online for a coupon or promotional offer 13% 22% Remembered you had seen the brand advertised before (i.e., newspaper, radio or the internet) 17% 4+ ads seen on TV 19% Purchased the product or service advertised at a store/branch/online 1-3 ads seen on TV 18% Source: GfK TVB Purchase Funnel 2021 Online retail Category QA9 Which of the following did you do after seeing/hearing the ads for the category on television? 18
Have TV ads influenced your search selections? Online retail % A18+ Who do online searches Yes 90% No 10% Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ QA10 When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search? (Yes = combination of Every time, Most of the time & Sometimes) 19
Local Television Websites/Apps Most Preferred Which of the following websites or apps are you most likely to turn to when you need information about local news or events? % A18+ Online retail Local magazine web/apps 4% Local broadcast TV station web/apps 42% Other local web/apps 6% Social media web/apps 21% Local newspaper web/apps 19% Local radio web/apps 8% Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ C3 Which of the following websites or apps are you most likely to turn to when you need information about local news and events? 20
When Visiting a Television Stations Website or App, do you View the Ads? Online retail Yes 84% No 16% Source: GfK TVB Purchase Funnel Online retail Category A18+ C2 How often do you look at the video ads on that local television station s website or app? (Yes = combination of Every time, Most of the time & Sometimes) 21
Opinion Leaders My Friends/Family Ask and Trust my Advice
TV Ads Motivate Online Retail Opinion Leaders Which of the following did you do after seeing/hearing the ads for the category on television? 69% 74% Any Action 85% 20% Went online to learn more about what was advertised 25% 27% 19% 7 Category total Online Retail Total Online Retail Opinion Leaders Went to the website or app advertised to learn more about what was advertised 25% 29% 19% 20% Remembered you had seen the brand advertised before (i.e., the newspaper, radio or the internet) 24% 14% Purchased the product/service at a branch/store, or online 19% 24% 14% 19% Searched online for a coupon or promotional offer 22% Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+, Opinion leaders 23 QA9 Which of the following did you do after seeing/hearing the ads for the category on television?
Local TV Assets Resonate with Online Retail Opinion Leaders Have TV ads influenced your search selections? When visiting a television station s website or app, do you view the ads? Have you ever commented, posted, liked or shared info or articles from a local TV station s website or app? Yes Yes Yes 89% 96% 84% 90% 55% 44% Online Retail Opinion Leaders Online Retail Total Source: GfK TVB Purchase Funnel 2021 Online retail category, Opinion leaders A18+ 24 QA10/C2/C4
Holiday Purchase Attitudes During The COVID-19 Pandemic
Holiday Season: Shopping Activity With an Online Component Online Retail % A18+ Browse and purchase online 41% Browse online, purchase in-store 20% Browse in-store, purchase online 15% Source: GfK TVB Purchase Funnel 2021 A18+: Online retail 26 CI-3: Now, please think about the holiday season. Have you purchased, or do you plan to purchase from the following?
Retail Online = Online Only + Online & In-store Retail In-Store = In-Store Only + Online & In-store In-store Only Online Only Online & In-store 18% 10% 72% Online 90% Instore 82% Source: GfK TVB Purchase Funnel 2021 A18+: Retail 27 CI-2: Now, please think about the holiday season. Have you purchased, or do you plan to purchase from the following?
Are You Currently, Or Planning to Do More, Less, or The Same? Online Retail % A18+ compared to six month ago Same or more 16% 36% 84% Shop online 48% 54% 46% 38% Go into physical store/showroom 16% Less Same More Source: GfK TVB Purchase Funnel 2021 Online retail Category A18+ 28 CI-1: For each of the following, are you currently or planning to do more, less or the same compared to what you did six months ago
WhatInfluenced Consumers Most For Online Retail: Awareness % A18+ Online Retail 1% 2% 3% 4% 5% 4% 5% 7% 8% 7% 7% 8% 7% 56% 54% 50% Browse & Purchase Online Browse Online, Purchase In-store Social media Email Broadcast TV web/apps Browse in-store, Purchase Online Streaming TV shows online Newspaper Outdoor Television Ad in mail Internet video ad Source: GfK TVB Purchase Funnel 2021 Online retail Category; Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled 29
Have TV ads influenced your search selections? Yes % A18+ Online Retail 95% 94% 90% Browse & Purchase Online Browse Online, Purchase In-store Browse In-store, Purchase Online Source: GfK TVB Purchase Funnel 2021 Online retail Category QA10 When doing an online search, how often, if at all, have TV ads you have seen in this category influenced you in some ways in your search? (Yes = combination of Every time, Most of the time & Sometimes) 30
When Visiting a Television Stations Website or App, do you View the Ads? Yes % A18+ Online Retail 87% 86% 80% Browse & Purchase Online Browse Online, Purchase In-store Browse In-store, Purchase Online Source: GfK TVB Purchase Funnel 2021 Online retail Category C2 When visiting a TV station s website or app, do you view the ads? (Yes = combination of Every time, Most of the time & Sometimes) 31
Regardless of Online Retail Methods, Shoppers Highly Trust Local TV Assets Online Retail % A18+ Agreeing 76% 74% 74% 72% 69% 65% 63% 63% 61% 49% 45% 35% Browse & Purchase Online Browse Online, Purchase In-store Browse In-store, Purchase Online Local Broadcast TV Local Broadcast News Websites/Apps Cable News Social Media Source: GfK TVB Purchase Funnel 2021 Online retail Category Source: GfK TVB Purchase Funnel B2 I trust the news I see/hear on this media source (Agree Strongly + Agree Somewhat) 32
Online Retail Category Key Points 61% of respondents were exposed to 3 or more media sources greater than the seven-category average of 58% Among online retail consumers, television is the most important influencer at all stages of the purchase funnel, including opinion leaders TV has highest level of importance driven by those online retail consumers saying it s most important. Other platforms are predominantly 2nd and 3rd most important The primary source for news is broadcast TV. Local TV news is #1 for trust among all media platforms and local TV news websites/apps are #1 for trust among digital platforms 33 Source: GfK TVB Purchase Funnel 2021 Online retail Category
Online Retail TV + Digital Effects Increased ad exposure motivates more online activity, ad recall, and purchasing among online retail consumers. TV drives users to go online to learn more 90% of respondents say TV ads influence their online search selections. 96% for opinion leaders. 84% of online retail consumers say they view the ads on local broadcast TV websites and 89% for opinion leaders. For local news and information, local broadcast TV websites are the most preferred. 34 Source: GfK TVB Purchase Funnel 2021 Online retail Category
Online Retail Shopping Habits During the holiday season, browsing and purchasing online was the highest method, followed by those who browsed online and purchased in-store. There is overlap in the way people shop. For example, 72% of consumers shopped both online and in-store. Regardless of the way people shop Television is the most important influencer at all stages of the purchase funnel Local broadcast TV assets are the most trusted 35 Source: GfK TVB Purchase Funnel 2021 Online retail Category
