Pakistan Digital Consumer Study

A look at the life of the connected Pakistani consumer

November 2013
Agenda
Research methodology
The digital consumer...
Spends more time online...
Does research before buying...
Is willing to buy online...
Gets in!uenced by ads
Reaching the digital consumer

Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
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Research methodology
Research Methodology
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Males & Females
Aged 18 and above
WHO?
Users of internet
(at least once a week)
Q4 2013
Fieldwork conducted in
October-November 2013
WHEN?
WHERE?
Islamabad
Lahore
Karachi
Faisalabad
Peshawar
Rawalpindi
Multan
HOW?
Online surveys
1650 consumers surveyed
Length: 30-35 minutes
Survey Demographics
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Gender
Age
71%
Male
29%
Female
28%
18-25
Years
33%
26-32
Years
33%
33-44
Years
6%
45+
Years
Base: N (All respondents) =1650
Location
Islamabad (6%)
Peshawar (1%)
Rawalpindi (6%)
Faisalabad (4%)
Lahore (25%)
Multan (5%)
Karachi (42%)
Rest of Pakistan (11%)
Survey Demographics
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Base: N (All respondents) = 1650
Education
Intermediate /
diploma
31%
Occupation
Household
Income
University
58%
Matric or below
11%
44%
Single
25%
Married
without kids
Employed Full Time
Self Employed
Student
Employed Part Time
Unemployed / retired
Housewife
35%
25%
19%
11%
5%
More than 100,00 PKR
80,001 - 100,000 PKR
50,001 - 80,000 PKR
30,001 - 50,000 PKR
20,000 - 30,000 PKR
Up to 20,000 PKR
Av./month
PKR
44,250
10%
8%
14%
26%
19%
23%
31%
Married
with kids
5%
The digital consumer..
High household ownership of personal computers (PCs)
among online users. Mobile devices are gaining
momentum among the online users.
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Base: N (All respondents) = 1650
93%
own a pc
at home
45%
own a
smartphone
or tablet
12%
have mobile
as primary
device
Household Ownership
Primary Device
A1. How many do you or/and someone else own in your household? Which device is primarily used in the household?
76%
44%
68%
39%
41%
8%
30%
4%
PCs are the primary device for accessing the internet but
mobile devices are gaining momentum
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
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?
90%
use PC to access
the internet daily
Base: Those who use devices to access internet
(N)PCs = 1534;
66%
use
tablets
73%
use feature
phone
77%
use
smartphones
Social networking, email and search are the 3 most
frequent online activities
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Base: Those who use a PC or Smartphone to access internet N=1616
B6. Which of the following activities do you normally do online on daily or weekly basis for personal use?
Social
Networking
(FB, Google+ etc.)
Email General
Search
Streamed TV
shows/movies
General
News
Streamed
music
Online
education
Online
banking
56%
52%
47%
35% 35%
29%
26%
23%
52%
47%
35% 35%
29%
26%
23%
Spends more time online..
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.
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
*Low base
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........?
69%
59%
42%
25%
25%
6%
24%
7%
9%
2%
On a
typical day..
Like to spend
most time doing
Base: All Respondents (1650)
Weekdays
Weekends
Base: All who like to spend
most of their time doing
Average time spent on...
2" hrs
3 hrs
1# hrs
2$ hrs
1$ hrs
2 hrs 2 hrs
2 hrs
2 hrs
969 411 98 111 31*
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)+0'7
1# hrs
Does research before buying..
ZMOT is the critical indicator that re!ects pre-
shopping and information search, before making any
purchase decision
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
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Online research is an essential part of the digital
consumers decision to make purchase
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
Base: N (All respondents) =1650
D1. Choose the relevant sources of information you use for following activities.
Self /
family/
friends
TV
Internet
Print
Radio
48%
45%
48%
11%
4%
24%
36%
64%
13%
26%
30%
67%
14%
3%
44%
29%
57%
15%
4% 4%
Stimulation Gather more
information
Compare and
evaluate
Buying
decision
Digital consumers %nd online information resources more useful than
o&ine. ZMOT indicates that the majority of digital consumers do
product / services research before they decide to buy
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
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 o!ine?
D3b. For reaching the decision on product/services, which information sources did you "nd more useful?
Base: All who purchased in
P2M (online or o!ine)
447 186 325 537 195 309 390 175 363
Computers/
tablets
Mobile
phones
Tele-
communication
services
Travel Baby care
products
Luxury
goods
Beauty and
personal care
products
Saving/
investment
products
Cars
The duration of
ZMOT varies
from few hours
to few weeks
before purchase
ZMOT
Online
resources are
more useful
66% 73% 68% 67% 60% 56% 52% 66% 61%
84% 76% 76% 73% 72% 72% 71% 70% 68%
Is willing to buy online..
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
D2. Which of following products / services have you bought in last 2 months? Did you buy these online or o!ine?
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?
* weighted average
Base: All Respondents (1650)
Products recently
bought online
38%
shop online at least
once a year
18%
shop once
a month
The average online
shopper spends PKR
22,900 per year*
Products they
consider buying
in the future
Insurance
Mobile phones/
plans
Travel
Movies/
event tickets
Luxury
goods
Travel Apparel
Computers/
tablets
Mobile
phones/
plans
Beauty
Portable
electronics
Gets in!uenced by ads.
There is a high top of mind recall for online ads. 2 in
3 digital consumers did further research after seeing
an online ad
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
recall seeing online
ads for products they
researched
52%
researched
further online
32%
bought the
product
Base: Those who recall online ads (854)
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?
Action taken after seeing
an online ad
16%
researched
further o&ine
52%
Base: All respondents (1650)
Online ads stimulate further online research. Relevant
and visually engaging ads are particularly impactful
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani consumer
E3: After seeing the online advertisements, what action did you take?
E4. What typically makes you click on such ads?
50%
Used a
search
engine
52%
Clicked
on the
online ad
48%
Visited the
brands
website
38%
Visited
product
review sites
Those who researched further online
Base: Those who clicked on ads (231)
Triggers for
ad clicks
Relevant to what
Im searching for
Relevant to my
interests and hobbies
It looks entertaining!
O'ers good deals or
discounts
Base: Those who researched further online (442)
Reaching the
digital consumer
Reaching the digital consumer
Pakistan Digital Consumer Study
A look at the life of the connected Pakistani 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
o&ine

Online users "nd 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 in!uence consumer
buying behavior. 1 in 2 not only
recall online ads but also act upon
them. Half of them continue their
online research