Year: 2005

Home Shopping Tracking Study – Winter 2004

Posted by | Sep 1, 2005 | |

Prepared by Continental Research for Royal Mail
Table of Contents 1.Background
2. Management summary
2.1. Home shopper profile
2.2. Channel size – volume of people
2.3. Online shopping channel
2.4. Catalogue shopping
2.5. Channel satisfaction
2.6. Channel motivations/ barriers
2.7. Home shopping – the future
2.8. Delivery
3. Conclusions
3.1. Opportunities
4. Research objectives
5. Research method
5.1. Omnibus phase
5.2. In-depth telephone interviewing phase
5.2.1. Interviewing targets and weighting
6. Omnibus research findings
6.1. The size of the home shopping market
6.2. The demographic profile of the home shopping market
6.3. Gender
6.4. Age
6.5. Social grade
6.6. Working status
6.7. Region
7. Main telephone study findings
7.1. Products purchasing
7.2. Satisfaction with home shopping
7.3. Online shopping
7.3.1. Length of time shopping online
7.3.2. Most likely time to shop online
7.3.3. What prompted last online purchase
7.3.4. Internet spend
7.3.5. Products purchased online
7.3.6. Frequency of key product purchasing and spend via the Internet
7.3.7. Number of different websites purchased from in the last year
7.3.8. Websites purchased from
7.3.9. Auction websites
7.3.10. Satisfaction with online shopping
7.4. Digital TV shopping
7.5. Catalogue shopping
7.5.1. Length of time shopping from catalogues
7.5.2. Most likely time to shop via telephone/ post
7.5.3. What prompted last catalogue purchase
7.5.4. Spend on catalogue purchases
7.5.5. Products purchased from catalogues
7.5.6. Number of different catalogues purchased from in past year
.5.7. Frequency of key products purchased and spend
7.5.8. Big book catalogue – share of customers
7.5.9. Satisfaction with catalogue shopping
7.6. Shopping via direct selling
7.7. Cross-channel shopping
7.8. Motivations to home shop
7.8.1. Reasons for not home shopping
7.9. Delivery
7.9.1. Satisfaction with delivery companies
7.9.2. Delivery addresses
7.9.3. Importance of delivery service options
7.9.4. Amount prepared to pay for special delivery options
7.9.5. Returning unwanted goods

Home Shopping Tracker Market Research 2004

Introduction

Royal Mail recognise that it is important for both itself and its customers to understand how the home shopping market is developing, the main issues facing consumers and how they should respond. By understanding the market better Royal Mail will continue to play a central role in the success of the industry; be that as an integral part of the marketing mix, warehousing and fulfilment, distribution and delivery or order processing and billing.

Royal Mail is committed to supporting the industry in realising this growth potential by cultivating profitable, customer-focused strategies. It aims to do this through the development of innovative end-to-end solutions for a range of home shopping companies; sharing findings of independent research – such as this Home Shopping Tracking Study – demonstrates its commitment to its customers.

Background

Continental Research was commissioned by Royal Mail in January 2000 to undertake a regular study which would size the market, track its growth and provide a fuller understanding of the views of both home shoppers and non home shoppers. The first wave of research was conducted in September 2000. This report details the findings of the sixth wave of research conducted in September 2004. The results of the study provide an insight into consumer behaviour and attitudes to home shopping. It is hoped that the research information can be used to encourage new businesses to enter the home shopping market and to encourage growth amongst the existing base of companies involved with offering its customers home shopping.

Management Summary – Key Findings

To avoid any differences that may be caused by seasonal effects the key comparisons made in both the executive summary and the main body of this report are between the third wave

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