2. Agenda
1
Research methodology
2
The digital consumer...
3
Spends more time online...
4
Does research before buying...
5
Is willing to buy online...
6
Gets influenced by ads
7
Reaching the digital consumer
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
4. Research Methodology
WHO?
WHEN?
• Q4 2013
• Fieldwork conducted in
October-November 2013
Males & Females
Aged 18 and above
Users of internet
(at least once a week)
WHERE?
• Islamabad
• Lahore
• Karachi
• Faisalabad
• Peshawar
• Rawalpindi
• Multan
HOW?
• Online surveys
• 1650 consumers surveyed
• Length: 30-35 minutes
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
5. Survey Demographics
Location
Peshawar (1%)
Islamabad (6%)
Rawalpindi (6%)
Gender
Faisalabad (4%)
Lahore (25%)
Multan (5%)
71%
Male
29%
Female
Karachi (42%)
Rest of Pakistan (11%)
Age
28%
18-25
Years
33%
26-32
Years
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
33%
33-44
Years
6%
45+
Years
Base: N (All respondents) =1650
6. Survey Demographics
University
Employed Full Time
58%
35%
25%
Self Employed
Student
19%
Employed Part Time
Matric or below Unemployed / retired
11%
Intermediate /
diploma
31%
Education
Housewife
11%
5%
5%
Occupation
More than 100,00 PKR
80,001 - 100,000 PKR
50,001 - 80,000 PKR
10%
8%
14%
30,001 - 50,000 PKR
20,000 - 30,000 PKR
26%
19%
Up to 20,000 PKR
44%
Single
25%
Married
without kids
Pakistan Digital Consumer Study
31%
Married
with kids
Household
A look at the life of the connected Pakistani consumer
23%
Av./month
PKR Income
44,250
Base: N (All respondents) = 1650
8. High household ownership of personal computers (PCs)
among online users. Mobile devices are gaining
momentum among the online users.
93%
own a pc
at home
45%
own a
smartphone
or tablet
12%
have mobile
as primary
device
Household Ownership
76%
68%
41%
30%
Primary Device
44%
39%
8%
4%
A1. How many do you or/and someone else own in your household? Which device is primarily used in the household?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Base: N (All respondents) = 1650
9. PCs are the primary device for accessing the internet but
mobile devices are gaining momentum
73%
use feature
phone
66%
use
tablets
90%
use PC to access
the internet daily
77%
use
smartphones
Base: Those who use devices to access internet
(N)PCs = 1534;
Base: Those who use devices to access internet (N)
Smartphones=775; Tablets=588; Feature mobile phones=833
S5. How frequently do you use internet with one or some of these devices?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
10. Social networking, email and search are the 3 most
frequent online activities
56%
52%
47%
35%
35%
Social
Email
Networking
(FB, Google+ etc.)
General
Search
Streamed TV
shows/movies
35%
General
News
B6. Which of the following activities do you normally do online on daily or weekly basis for personal use?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
29%
Streamed
music
26%
Online
education
23%
Online
banking
Base: Those who use a PC or Smartphone to access internet N=1616
12. Consumers spend more time on the internet than on any
other type of media. It is also where they like to spend
most of their personal time.
Use
the
internet
Read
newspaper
Watch
TV
On a
typical day..
69%
Like to spend
most time doing
59%
42%
25%
25%
6%
Read
magazines
24%
7%
Listen
to
radio
9%
2%
Base: All Respondents (1650)
Average time spent on...
Weekdays
2¼ hrs
Weekends
Base: All who like to spend
most of their time doing
3 hrs
969
1¾ hrs
2½ hrs
411
1½ hrs
1¾ hrs
2 hrs
2 hrs
98
111
C1. On a typical day, which of the following activities do you normally do? And among these activities, which one do you like to spend most of your time on?
B4/C2. On an average, how much time in total, would you say you spend daily........?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
2 hrs
2 hrs
31*
*Low base
14. ZMOT is the critical indicator that reflects pre-
shopping and information search, before making any
purchase decision
Pre-‐shopping
and
information
gathering
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Making
the
purchase
(online/offline)
The
post
purchase
experience
15. Online research is an essential part of the digital
consumer’s decision to make purchase
Stimulation
Self /
family/
friends
48%
Radio
11%
4%
Base: N (All respondents) =1650
D1. Choose the relevant sources of information you use for following activities.
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
4%
44%
30%
64%
13%
Buying
decision
26%
36%
48%
Internet
Compare and
evaluate
24%
45%
TV
Print
Gather more
information
29%
67%
14%
3%
57%
15%
4%
16. Digital consumers find online information resources more useful than
offline. ZMOT indicates that the majority of digital consumers do
product / services research before they decide to buy
Online
resources are
more useful
66%
73%
68%
67%
60%
56%
52%
66%
61%
84%
76%
76%
73%
72%
72%
71%
70%
68%
Computers/
tablets
Mobile
phones
Telecommunication
services
Travel
Baby care
products
Luxury
goods
447
186
325
537
195
309
ZMOT
The duration of
ZMOT varies
from few hours
to few weeks
before purchase
Base: All who purchased in
P2M (online or offline)
D3a. When did you reach the decision on which product/service to buy?
D2. Which of following products / services have you bought in last 2 months? Did you buy these online or offline?
D3b. For reaching the decision on product/services, which information sources did you find more useful?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Beauty and
Saving/
personal care investment
products
products
390
175
Cars
363
18. Insurance
Products recently
bought online
Movies/
event tickets
Travel
Mobile phones/
plans
Luxury
goods
Products they
consider buying
in the future
38%
shop online at least
once a year
The average online
shopper spends PKR
22,900 per year*
18%
* weighted average
D2. Which of following products / services have you bought in last 2 months? Did you buy these online or offline?
D10. How frequently you shop on the Internet?
D11. How much do you think is your average annual value of online shopping?
D13. Why have you not purchased any of the products online?
A look at the life of the connected Pakistani consumer
Apparel
Computers/
tablets
Mobile
phones/
plans
shop once
a month
Pakistan Digital Consumer Study
Travel
Beauty
Portable
electronics
Base: All Respondents (1650)
20. There is a high top of mind recall for online ads. 2 in
3 digital consumers did further research after seeing
an online ad
16%
researched
further offline
52%
researched
further online
52%
32%
bought the
product
recall seeing online
ads for products they
researched
Base: All respondents (1650)
Action taken after seeing
an online ad
E1. Thinking of the products/services you researched online, do you recall seeing online advertisements for those product/services?
E2: After seeing the online advertisements, what action did you take?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Base: Those who recall online ads (854)
21. Online ads stimulate further online research. Relevant
and visually engaging ads are particularly impactful
Relevant to what
I’m searching for
50%
Used a
search
engine
52%
Clicked
on the
online ad
48%
Visited the
brand’s
website
38%
Visited
product
review sites
Those who researched further online
Base: Those who researched further online (442)
E3: After seeing the online advertisements, what action did you take?
E4. What typically makes you click on such ads?
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Relevant to my
interests and hobbies
It looks entertaining!
Offers good deals or
discounts
Triggers for
ad clicks
Base: Those who clicked on ads (231)
23. Reaching the digital consumer
Our nation is a connected society.
Internet users own and use more
than one device to access the
internet daily. Adoption of
smartphones and tablets will further
boost online activity
The internet is a catalyst for changing
consumer behavior. It is extensively
used by the digital consumer for
researching products and services
before buying. Online sources are
seen as much more useful than
offline
Online users find the internet
engaging – they spend more time on
the internet than any other media.
2 in 5 have shopped online and are
willing to buy more in the future.
Communication and entertainment
are key online activities
Relevant and engaging ads
stimulate and influence consumer
buying behavior. 1 in 2 not only
recall online ads but also act upon
them. Half of them continue their
online research
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer