Gfk Report

Internet Shopping Usage Habits Study Summary Report
March 2012

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

1 Study Background

What is study background?

Objective
• The main objective of the research is to understand internet shopping behaviors and to understand what kind of purchase that consumers realize with mobile/internet commerce activities

Scope
• Consumer profile • Internet usage habits • Overall shopping habits • Online shopper habits • Non-shoppers approach against online shopping

Methodology
• This study is based on a 30 minutes questionnaire, F2F interviewing technique

Sample Structure:
1. wave: 507 interviews February 13 to March 03, 2011

2. wave: 508 interviews
February 09 to February 27, 2012

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

Who is target sample?

Age: 18 - 45 years old

Internet users (at least 2 hours a day)

%41 online shoppers %59 non shoppers

Gender: Female %33, Male %67
No quota!

Socio Economic Class: A, B, C1, C2

Inhabitants of city: Adana, Ankara, Bursa, Istanbul, Gaziantep, Antalya and İzmir.

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

2 Main Findings

Customer Profile Summary Findings
• Customer profile is in a change. • Homogenity of the target sample has increased. • An increase is seen on the ratio of female users. • While middle SES (C1) has decreased, high (AB) and low (C2) SES segments has increased.

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© GfK 2012 | Internet Shopping Usage Habits| March 2012

Demographic Snapshot
Demographics - 2011 Demographics - 2012

67%
Male

29 years old

39% married 54%
Male

30 years old

42% married 41% have kids

81% employed 49% have kids

75% employed 1,370 TL
Personal income
29,5 AB 38,8 C1 31,7 C2 23,3 AB 54,6 C1 22,1 C2 3,6 Primary school 10,7 Secondary school 52,3 High school 33,6 University

1,684 TL personal income
8,5 Primary school 12,4 Secondary school 48,4 High