Toys Hobby Online facts figures Toys Hobby secteur
Toys & Hobby Online facts & figures
Toys & Hobby : secteur multicannal 30 september 2020 Bron : la Dernière Heure, août 2018 -2 -
Table of contents Objectives & methodology E-commerce general Sector focus Sector fiches -3 -
Objectives & Methodology Toys & Hobbies Method: Online survey Recruitment: Online research panel Fieldwork period: 23 rd March – 5 th April 2018 Interview length: 20 minutes Country: Belgium • Toys -inside and outside • Dress-up clothes and party articles -e. g. carnival • Hobby materials -e. g. painting, etc. • Office supplier -e. g. paper, office material, etc. Sample n = 2014 Sample size was increased from 1500 to 2000 in order to increase the sample size per category. Each person saw up to 3 subcategories Sample screening Age: 15 -70 Online purchases experience in last 12 months (both products / services) Sample quota Representative for Belgian population on gender, age, and region 30 september 2020 Bron : étude e-commerce Comeos – In. Sites, juin 2018 -4 -
Table of contents Objectives & methodology E-commerce general Sector focus Sector fiches -5 -
E-commerce experience Penetration last year Q: Did you buy new -non-secondhand - products or services via the Internet in the past 12 months? 58% 59% 70% 74% 74% 76% 57% 60% 64% 64% 67%* 2013 2014 2015 2016 2017 % of online population making online purchases 45% 46% 2011 2012 % of total Belgian population making online purchases 2018 Gross sample: n = 2779 | Filter: None *Extrapolated to the Belgian population regarding the current internet-population (87, 4% in 2015 based on estimate for July 1, 2016 - http: //www. internetlivestats. com) -6 Bron : étude e-commerce Comeos – In. Sites, juin 2018
E-commerce experience Penetration by device Q: Did you buy new -non-secondhand - products or services via the Internet in the past 12 months? Yes, via computer/ laptop 80% 35% Yes, via a smartphone Yes, via a tablet 17% Yes, in a shop, via a kiosk 9% Yes, in a shop, in a different way (e. g. via QR code scanning) 4% n = 2014 | Filter: Main sample -7 Bron : étude e-commerce Comeos – In. Sites, juin 2018
E-commerce experience At least monthly purchases Q: How frequently do you buy something via the Internet? 35% 42% 44% 28% 33% 2012 2013 2014 2015 2016 2017 2018 2% 2% 4% 5% 6% 8% 7% 9% Monthly 15% 14% 20% 23% 27% 35% Every 1 to 3 months 31% 30% 33% 31% 32% 29% 31% Every 3 to 6 months 22% 24% 23% 20% 18% 16% 15% Every 6 to 12 months 20% 23% 18% 15% 14% 12% 10% 8% Less than once a year 10% 7% 6% 4% 5% 4% 3% 3% 17% 16% 2011 Weekly n = 2014 | Filter: None -8 Bron : étude e-commerce Comeos – In. Sites, juin 2018
E-commerce experience Current online shopping behavior Q: How much did you spend online in the past month (in euro)? 97€ 90€ 100€ 90€ 75€ 80€ 43% 45% 47% 50% 49% 53% 49% 2011 2012 2013 2014 2015 2016 2017 70€ 100€ Median score (spending per month) 59% Spend more than 100€ in the past month n = 2014 | Filter: None -9 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Sector focus Delivery time / Time of purchase Q: What day was your online purchase delivered? / At what time of the day do your purchase? Day of delivery Hour of delivery Time of purchase 2% 3% 2% 6% 18% 25% 28% 64% 42% 3% 56% 13% 38% During the week Before 09: 00 Mornings (6: 00 – 11: 59) A Saturday Between 09: 00 and 17: 00 During the day (12: 00 – 17: 59) A Sunday I do not remember Between 17: 00 and 20: 00 Evenings (18: 00 – 23: 59) Nights (00: 00 – 05: 59) After 20: 00 I do not remember n = 5054 | Filter: if bought <category> online in the last 12 months (each person saw up to 3 subcategories) - 10 Bron : étude e-commerce Comeos – In. Sites, juin 2018
E-commerce experience Barriers Q: Please tick the 3 main reasons for you for not yet having bought new products or services online? 2018 30% I want to see it/try it before deciding to buy and that is not possible with e-commerce 23% I have access to all the products/services I need in physical shops 21% I want to see whether items are in stock in a physical shop 19% I want to talk to a shop assistant/dealer when I want more information on a product or service 17% I don't have or don't want to use a credit card 2017 2016 2015 2014 2013 2012 2011 37% 36% 38% 31% 37% 41% 37% 22% 26% 19% 17% 23% 18% 21% 22% 17% 19% 15% 22% 25% 19% 20% 23% 22% 18% 20% 24% 29% 27% I have to be home when the products are delivered 16% 18% 14% 13% 14% 19% 16% I have serious doubts concerning the security level of online purchases/orders 16% 19% 22% 24% 25% 31% 30% 36% I don't like to give my personal data on the Internet 15% 19% 24% 25% 22% 31% 13% 14% 12% 11% 10% 9% 7% I have a wider selection of products/services in the real world 13% I don't have sufficient Internet experience yet 9% 10% 8% 10% 11% 11% 8% there is more product information available in the real world 8% 8% 6% 6% 9% 7% prices aren't lower on the Internet 7% 6% 10% 8% 7% 7% 4% 3% 3% 5% 5% 3% 5% 8% 3% 5% 5% 3% 3% 4% I have experienced too many failed attempts to order/purchase something online Other reason 4% 7% Gross sample: n = 696 | Filter: never purchased online - 11 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Table of contents Objectives & methodology E-commerce general Sector focus Sector fiches - 12 -
Online purchases Current purchase new products Q: Below we have listed all new products and services which you have bought in the past 12 months. Difference 2018 - 2017 2018 purchases online Fashion 61% Traveling & leisure time 58% 45% Computer & Electronics Health & beauty 40% Entertainment 36% Difference 2018 - 2011 -3% +23% -4% -1% -5% +5% -1% +21% 0% -12% Books & e. Books 32% -7% +1% Toys & hobby 31% 0% +19% +22% 0% +19% 29% Home 25% Sport Financial products 21% -2% N. A. Animals 20% +1% N. A. Food 20% 0% +12% DIY & Garden 19% -1% +13% 18% 0% +2% Telecom Pralines 9% +7% N. A. Transportation 7% -1% +5% n = 2014 | Filter: None - 13 Bron : étude e-commerce Comeos – In. Sites, juin 2018 Note: • In 2018 the question was asked differently than in 2017. The slight decrease across categories is partly due to this change • Category ‘pralines’ includes ‘specialized candy’, explaining bigger increase. • No categories were added in ‘Home’ and ‘Animal’, meaning increase is real (and strong given general decrease).
Online purchases Frequency current online purchases Q: Please indicate how often you bought the following new products and services via the Internet in the past 12 months? Food 13% Animals 10% Entertainment 10% Transportation Books and e. Books 26% Fashion 10% 16% 20% 24% 20% 8% Sport 8% 27% 34% 9% DIY & Garden 13% Home 12% 9% Note: Average across all subcategories Once 32% 10% 3%1% 9% 3%2% Twice 8% 6 to 10 times - 14 - 11 to 20 times 3%1% 2% 4% 7% 16% 23% 3 to 5 times 6% 10% 16% 26% n = depends on category | Filter: if bought <category> online in the last 12 months Bron : étude e-commerce Comeos – In. Sites, juin 2018 3%1% 26% 49% No idea 11% 27% 35% 3% 31% 21% 32% 11% 18% 47% 8% 3% 2% 24% 10% 9% 5% 11% 27% 29% 5% 8% 24% 28% 17% 8% 14% 27% 6% 5% 3% 16% 13% 4% 7% 18% 12% 20% 6% 13% 27% 35% 6% Health & Beauty Computers & Electronics 17% 24% 10% 17% 23% 38% 8% Financial products 21% 18% 13% 29% 20% 5% 17% 20% 8% Telecom Toys & Hobbies 17% 14% Pralines Travel & Leisure 10% 13% 3% 4% 3% More than 20 times
Online purchases Future intention to buy Q: Do you expect to buy <category> more or less often online in the future? Top 2% - would buy more Food Transportation Animals Traveling & leisure time Telecom Health & beauty 7% 5% 16% 11% 13% 11% 16% Pralines Sport 10% DIY & Garden 11% Home Fashion 4% 17% 13% 59% 49% 8% 2% 8% 58% 1% 6% No idea 66% Much less Less 17% N. A. 20% 22% 23% 20% 21% 16% 20% 18% 25% 19% 13% 22% 6% 19% 23% 5% 19% 22% 28% 14% 4% 18% 17% 18% 12% 5% 17% 7% 24% 16% 17% N. A. 4% 16% 17% 19% 12% 3% 15% 20% 12% 3% 15% 10% 15% 2% 14% 15% 27% Equally often - 15 - More 4% 8% 12% n = depends on category | Filter: if bought <category> online in the last 12 months Bron : étude e-commerce Comeos – In. Sites, juin 2018 21% 5% 12% 63% 1% 9% 26% 10% 64% 7% 16% 14% 65% 5% 21% 13% 66% 22% 7% 15% 61% 2% 6% 12% 17% 57% 10% 1% 6% 25% 12% 65% 1% 3% 25% 16% 60% 1%5% 8% 15% 67% 2% 7% 2016 14% 62% 11% 1%4% Entertainment Financial products 38% 1% 5% 2017 17% 9% 1% 3% 15% Toys & hobby 8% 1% 6% Computer & Electronics Books & e. Books 56% 7% 2018 3% 5% 6% A lot more
Sector focus Drivers for E-commerce - Details Total Books & e. Books Entertainment Computer & Electronics Telecom Fashion Toys & hobby Home DIY & Garden Food Pralines Health & beauty Sport Animals Traveling & leisure time Transportation Financial products Q: What are the 3 main reasons why you bought <this product> online? Because it saves time 44% 44% 37% 59% 34% 39% 33% 32% 65% 29% 33% 42% 40% 62% 34% 62% Because it gets delivered to my door 37% 41% 30% 45% 26% 43% 41% 55% 38% 42% 37% 42% 12% 36% 18% Because I can find products and services at lower prices 36% 34% 41% 42% 25% 43% 46% 39% 15% 22% 52% 38% 36% 33% 36% 23% Because I'm able to shop 24 hours a day 34% 35% 40% 29% 44% 29% 31% 33% 30% 29% 32% 31% 33% 39% 29% 37% Because I get access to special discounts, promotions. . . 29% 25% 27% 25% 38% 23% 27% 30% 23% 29% 48% 30% 33% 24% 20% Because I have a wider selection of products/services online 27% 38% 34% 26% 21% 25% 34% 29% 24% 19% 22% 26% 22% 24% 25% Because I can compare and review different products/services 24% 17% 20% 30% 29% 16% 22% 26% 25% 18% 22% 19% 24% 20% 31% 32% Because I avoid crowds 18% 13% 14% 13% 25% 14% 13% 14% 15% 32% 23% 9% 16% 19% 20% 15% 27% Because there is more product information online 14% 11% 12% 16% 19% 7% 9% 11% 21% 12% 18% 10% 10% 16% 14% 27% Because I can see whether items are in stock 13% 16% 11% 12% 9% 13% 17% 13% 14% 7% 21% 12% 13% 14% 15% 25% 6% Because I get access to products/services that aren't available in my country 13% 17% 18% 10% 5% 14% 15% 11% 21% 12% 13% 15% 7% 17% 9% Because I can always send back the product within a fortnight 8% 4% 4% 8% 9% 19% 6% 6% 11% 5% 13% 5% 17% 8% 3% 13% 6% Other reason 5% 5% 5% 4% 3% 4% 2% 8% 4% 4% 3% 3% 8% 3% 6% n = depends on category | Filter: if bought <category> online in the last 12 months (each person saw up to 3 subcategories) - 16 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Online purchases Rejection to buy online Q: Which of the following products/ services would you never (again) purchase online? Transportation 36% Food 25% Pralines 24% Financial products 19% Animals 16% DIY & Garden 16% Telecom 15% Sport 14% Fashion 14% Health & Beauty 14% Home 14% Computers & Electronics 12% Entertainment 11% Books and e. Books Toys & Hobbies Travel & Leisure 10% 9% 6% Note: Average across all subcategories n = 2014 | Filter: None - 17 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Online purchases Reasons of rejection to buy online - Details Total Books & e. Books Entertainment Computer & Electronics Telecom Fashion Toys & hobby Home DIY & Garden Food Pralines Health & beauty Sport Animals Traveling & leisure time Transportation Financial products Q: Why would you never buy the following products online (again)? Because I want to see or try it first 40% 22% 14% 54% 14% 72% 37% 53% 49% 31% 40% 36% 57% 41% 14% 55% 11% Because I wish to be able to talk to the shop assistant or seller 26% 7% 13% 41% 52% 20% 23% 21% 35% 10% 8% 33% 17% 16% 27% 32% 63% Because physical shops clearly offer advantages, e. g. wider range, immediately available. . . 21% 13% 11% 22% 16% 23% 29% 30% 24% 33% 30% 24% 15% 30% 15% 16% 11% I would never buy this product, not even offline in a physical shop 16% 33% 48% 7% 12% 8% 20% 11% 9% 17% 6% 11% 15% 10% 18% 6% 4% Out of habit 15% 19% 18% 11% 23% 8% 12% 8% 24% 25% 17% 10% 24% 25% 7% 11% Because the value of the product is too important 14% 10% 8% 25% 12% 9% 12% 5% 3% 6% 7% 7% 14% 44% 23% Because online purchasing does not offer any clear advantage, e. g. cheaper, quicker. . . 12% 14% 9% 9% 17% 8% 12% 14% 13% 18% 16% 7% 12% 16% 8% 14% Other, namely 4% 9% 6% 4% 2% 3% 4% 1% 2% 7% 4% 8% 6% 4% 8% 1% 3% n = depends on category | Filter: if rejects <category> to buy online - 18 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Sector focus Encountered problem Total Books & e. Books Entertainment Computer & Electronics Telecom Fashion Toys & hobby Home DIY & Garden Food Pralines Health & beauty Sport Animals Traveling & leisure time Transportation Financial products Q: Have you experienced problems with your delivery? If yes, which ones? Wrong / damaged / incomplete / missing delivery 3% 3% 2% 2% 4% 1% 1% 4% 4% 6% 8% 2% 2% 3% 1% 11% 3% Conscious faulty information on the website 2% 1% 0% 1% 4% 0% 0% 2% 2% 1% 6% 0% 1% 3% 1% 11% 0% Fraud concerning return shipment 1% 0% 0% 2% 3% 1% 8% 0% 1% 2% 0% 8% 1% Payment fraud e. g. hacked payment website 1% 0% 0% 0% 3% 0% 0% 0% 2% 2% 4% 0% 2% 1% 0% 8% 2% Other 1% 1% 1% 2% 1% 0% 2% 1% 1% 2% 2% 1% 1% 92% 95% 97% 94% 86% 97% 93% 87% 90% 75% 96% 94% 92% 97% 64% 95% No, there were no issues n = depends on category | Filter: if bought <category> online in the last 12 months (each person saw up to 3 subcategories) - 19 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Table of contents Objectives & methodology E-commerce general Sector focus Sector fiches - 20 -
Content of sector fiches 1 st slide Online purchases • Which new products or services did you buy in the past 12 months? Frequency • Please indicate how often you bought the following 2 nd slide 3 rd slide Purchase behaviour • Via which appliance did you buy PRODUCT online? • At what time of the day do your purchase? • When you bought PRODUCT online, was it intended for yourself or for someone else? new products via the Internet (for personal purposes) in the past 12 months. • Do you expect to buy PRODUCT more or less often online in the future? Payment • How much money did you spend at your most Online penetration • Below we have listed all new products and Delivery • How was PRODUCT delivered? • At what time was your online purchase delivered? • What day was your online purchase delivered? services which you have bought in the past 12 months. Please indicate for each product/ service via which channel you bought it. recent online purchase of PRODUCT, in euro? • How did you pay for it? Drivers E-commerce • What are the 3 main reasons why you bought PRODUCT from subcategory online? Barriers E-commerce • Why would you never buy the following three products online , again? Websites • At your most recent online purchase of PRODUCT, which of the following websites did you use? • Why did you use WEBSITE for your online purchase? Please indicate the 3 main factors. Rejection • Which of the following products/ services would you never (again) purchase online? Profile (online purchases) • Gender • Age • Region Note: In these sector fishes category score is always compare with the average score across all categories - 21 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Sector slides Toys & Hobby Purchase of toys & hobbies has lower buying frequency (5+ purchases per year) when compared with total. More when compared with other categories, consumers purchase toys for someone else (private contact) as a gift. Profile (online purchases) Gender Age Region Flanders 50% Male AVG categories 51% 25% 50% 17% 14% AVG categories 21% 16% 14% 18% 60% 58% 23% Brussel 15 -24 25 -34 35 -44 45 -54 55 -70 Female 49% 22% AVG categories Wallonia 9% 10% 31% 32% 31% *Avg. across all subcategories n = 628 | Filter: purchased online in the last 12 months Meaningful difference compared with total - 22 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Sector slides Toys & Hobby Online purchases Purchased at least one item online in the last 12 months 31% 30% Category AVG categories Frequency Rejection % intent to buy more % bought online 5+ times* Category 13% Category 18% AVG categories 19% AVG categories 18% % would never purchase again 9% 16% Dress-up clothes and party articles 12% Hobby materials 8% Toys 8% Category AVG categories Office supplier 7% *Avg. across all subcategories n = 628 | Filter: purchased online in the last 12 months Meaningful difference compared with total - 23 Bron : étude e-commerce Comeos – In. Sites, juin 2018
Sector slides Toys & Hobby Purchase behaviour Device used AVG categories A computer / laptop 72% A smartphone A tablet 69% 15% 10% 11% (In a shop) via a kiosk 2% 1% (In a shop), another way 0% 1% Time of purchase Mornings (6: 00 – 11: 59) 16% 18% 32% During the day (12: 00 – 17: 59) Nights (00: 00 – 05: 59) 38% 52% Evenings (18: 00 – 23: 59) 1% 42% 2% Recipient 41% For myself 25% For myself and someone else For someone else, but they asked me to buy it for them 11% For someone else (private contact) For someone else (professional contact) 23% 0% n = 322 | Filter: purchased online in the last 12 months 31% 7% 6% 1% Meaningful difference compared with total - 24 Bron : étude e-commerce Comeos – In. Sites, juin 2018 55%
Sector slides Toys & Hobby Payment Delivery Amount last purchase 56€ AVG categories Delivery method 107€ For category AVG categories Pick-up at a pick-up point Pick-up at the shop AVG categories Payment method Online Offline 65% 17% 12% 23% Mobile 59% 24% 31% Online – Credit card 25% 22% 25% 8% 3% 2% Pick-up in a locker 1% 1% Other 0% 10% I do not remember 3% 5% Delivery time 3% 0% 63% Between 17: 00 and 20: 00 After 20: 00 10% Mobile app Bancontact app 8% 8% Mobile app - My bank's app 7% 30% During the week A Sunday I do not remember n = 322 | Filter: purchased online in the last 12 months 3% 1% 25% Delivery day A Saturday 6% 71% 5% 64% 6% 0% 2% 24% Meaningful difference compared with total - 25 - 56% 13% 6% I do not remember 9% 9% 9% Between 09: 00 and 17: 00 Online – Bank card Bron : étude e-commerce Comeos – In. Sites, juin 2018 12% 64% Delivery at work Before 09: 00 Online – Pay. Pal 72% Home delivery 29%
Sector slides Toys & hobby Drivers E-commerce AVG categories Top 5 Because it gets delivered to my door 46% Because I can find products and services at lower prices 43% Because it saves time 39% Because I have a wider selection of products or services online 34% Because I'm can shop 24 hours a day 31% 37% 36% 44% 27% 34% Barriers E-commerce 37% Because I want to see or try it first Because physical shops clearly offer advantages Because I wish to be able to talk to the shop assistant or seller I would never buy this product, not even offline in a physical shop Out of habit n = 322 | Filter: purchased online in the last 12 months Bron : étude e-commerce Comeos – In. Sites, juin 2018 29% 23% 20% 18% - 26 - 40% 21% 26% 15%
Sector slides Toys & hobby Drivers E-commerce Websites Top 5 websites NPS score 38% Bol. com 17% Amazon 26 12% Aliexpress Category 10% Dreamland 6% 22 AVG categories Collishop Top 5 reasons for using the website AVG categories 51% Price 38% Quick delivery Satisfaction with previous experiences 34% Low shipment costs 24% Trust and safety 23% n = 322 | Filter: purchased online in the last 12 months 24% 27% 16% 18% Meaningful difference compared with total - 27 Bron : étude e-commerce Comeos – In. Sites, juin 2018 38%
Questions ? Fanny Ide T 02 788 05 68 fi@comeos. be • M Comeos vzw/asbl 8 Avenue E. Van Nieuwenhuyselaan, 1160 Brussel / Bruxelles • www. comeos. be
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