1. ONLINE SHOPPING SURVEY Ref No :B2015P156KN Date :28.10.2015

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4. ABOUT THE RESEARCH Objectives Methodology Geographic al Coverage Target Group and Sampling

5. Objectives This study is aimed to find out consumers online shopping behaviors and experiences. The study will cover the items below: Online shopping frequency Delivery options Payment preferences Previous experiences Perception towards online shopping Drivers/ Triggers Demography.

6. Methodology 6 Method : CAWI (Compute Assisted Web Interviewing) Sample size: 695 interviews Target group: Female- Male 15-50 y.o. ABC1C2 SES Ever purchased a product online (any category, any website) Quota structure: No brand, category quota Lenght of Interview: Max. 15 minutes in Turkish* Regions: 7 major cities (İstanbul, İzmir, Ankara, Bursa, Adana, Samsun and Gaziantep)

7. Geographical Coverage 7 İstanbul, İzmir, Ankara, Bursa, Adana, Samsun and Gaziantep

8. Target Group and Sampling (Quota) 8 GENDERPLANNEDACTUAL FEMALE304312 MALE356383 CITYPLANNEDACTUAL ISTANBUL 300 346 IZMIR 85 88 ANKARA 107 110 BURSA 58 59 ADANA 45 40 SAMSUN 26 GAZIANTEP 39 26 AGEPLANNEDACTUAL 15-24 y.o 172 173 25-34 y.o 218 224 35-44 y.o 238 265 45-50 y.o 33 SECPLANNEDACTUAL AB 231302 C1 231252 C2 198141

9. Executive Summary

10. Executive Summary - I 10 Respondents Profile; The respondents are selected among online shoppers who is defined as ever purchased a good online. Quota applied for this study in order to be able to represent the online shoppers in general. Age, gender and city quotas are based on the online shopper distribution data gathered from Dorinsight company which reflects overall Turkey. SEC quota is based on Turkey distribution based on the data gathered Turkey Researchers Association. According to those data; online shoppers are both female and male, mostly aged between 25-44 y.o., ABC1 SEC group. Online shopping behaviors; Almost all online shoppers tend to be online via mobile phone. 8 out of 10 online shoppers have purchased a good/service in the last 3 months where 5 out of 10 online shopping frequency is once a month or 2-3 times a week. The most popular good for shopping online is electronics, fashion and cosmetics/personal care products respectively.

11. Executive Summary - II 11 Delivery options; The most preferred delivery location to receive the product purchased online is “home” where 7 out of 10 shoppers have received the parcel from a branch of courier up to now. While buying online, shoppers are mostly checking delivery time options and they are willing to be in control of the delivery timing and place. If the delivery time is between 1-3 hours then paying extra fee for faster delivery is preferable for most of the online shoppers (6 out of 10 shoppers). Especially for females they are significantly more willing to pay extra fee if the delivery is between 1-3 hours than men. There is no difference to pay with credit card or to pay cash at the door, some of the shoppers prefer credit card and some of the shoppers prefer cash at the door. At this point, females are significantly more willing to pay cash at the door than men.

12. Executive Summary - III 12 Receiving the delivery; In general, the shoppers receive the same product what they exactly ordered. It is not something frequently happening to miss the delivery, not be at the delivery location when the delivery arrives but if the delivery missed then the sales company is somewhat getting in touch to re-arrange the delivery. If there is a delay in delivery time, then shoppers are generally informed by the sales company/courier company, where almost all of them would be willing to receive a sms one hour before delivery time. The delays are mostly between 1-3 days. 5 out of 10 shoppers parcel had been delivered to someone else as they were not at the delivery location at that time and 4 out of 10 indicates that it was a problem for them. Pick-up point / Locker services; 7 out of 10 online shoppers would be using the pick-up point service. Most of the online shoppers would prefer the pick-up point to be 1-3 km far away from where they locate and they prefer to receive the parcel just one day after the online purchase if they use such a service.

13. SECTION 1: ONLINE SHOPPING HABITS

14. Connecting To Internet Via Mobile Phone (%) Base: 695 (All Respondents)

15. Last Purchase Online (%) Base: 695 (All Respondents)

16. Products Purchased Online (%) Base: 695 (All Respondents)

17. Online Purchase Frequency (%) Heavy Users 14% Medıum Users 49% Light Users 37% Base: 695 (All Respondents)

18. SECTION 2: DELIVERY OPTIONS

19. Preferred Delivery Place (%) Base69598340257 H/M/L: Shows statistically significant differences in 95% confidence level H L L

20. Delivery Options Evaluations (%) Base: 695 (All Respondents) T2BB2B Mean (1-4 scale) 75253,0 89113,5 80203,2 80203,2 85153,4 83173,3 49512,5

21. Receiving Parcels At A Courier Company Branch (%) Base: 695 (All Respondents)

22. Far Of Pick Up Point & Acceptable Delivery Time (%) Far Of Pick Up Point Base45371225157 Mean (km) 2,52,72,62,5 Acceptable Delivery Time Base45371225157 Mean (hour) 12,19,31213,4 H Base: 695 (All Respondents)

23. Extra Pay For Order (%) Base: 695 (All Respondents) Base2605114069 Mean (hour) 2,11,82,22,2 H H/M/L: Shows statistically significant differences in 95% confidence level for mean scores

24. Paying At The Door (%) Via Credit Card Base69598340257 Mean (1-5 scale) 3,84,0 L3,83,7 In Cash Base69598340257 Mean (1-5 scale) 3,83,7 3,9 H/M/L: Shows statistically significant differences in 95% confidence level for mean scores

25. SECTION 3: RECEIVING THE ORDER

26. Frequency of Parcel Delivery When The Customer Was Not At Home (%) Base69598340257 Mean (1-4 scale) 2,22,3 ML2,22,1 H/M/L: Shows statistically significant differences in 95% confidence level for mean scores

27. Re-Arrange Delivery Time & (%) Base: 695 (All Respondents)

28. Matching The Product(s) Ordered With Product(s) Delivered (%) Base69598340257 Mean (1-4 scale) 3,53,33,6 H3,5 H H/M/L: Shows statistically significant differences in 95% confidence level for mean scores

29. Getting Information About Delayed Delivery and Intention to Receive a SMS Before Delivery (%) Base: 695 (All Respondents)

30. Delay Time & Parcel Delivery To Someone Else (%) Base: 695 (All Respondents) Mean (day) 2,0 Base: 366 (The respondents whose orders were delivered to someone else)

31. SECTION 4:APPENDIX

32. Extra Pay For Order (%) Base: 695 (All Respondents) Extra Pay (%) FemaleMale Base 312383 AB Yes,I would 4036 No, I would not 6065 Extra Pay (%) FemaleMale Base (Extra pay If yes) 124136 A B Less than hour3037 1-3 hours56 B43 3-6 hours1521

33. Paying At The Door (%) Base: 695 (All Respondents) Via credit Card(%) FemaleMale Base 312383 AB B2B1216 Definetly would not36 A Would not99 Neither would nor would not 1514 Would44 Definetly would2926 T2B7370 Mean44 Cash (%) FemaleMale Base 312383 AB B2B1315 Definetly would not34 Would not1012 Neither would nor would not 1220 A Would4642 Definetly would30 B23 T2B76 B65 Mean4 B4

34. Frequency of Parcel Delivery When The Customer Was Not At Home (%) Base: 695 (All Respondents) (%) FemaleMale Base 312383 AB B2B7473 Not at all 1412 Not Very often 5961 Somewhat often 2324 Very often 43 T2B2627 Mean22

35. Re-Arrange Delivery Time & (%) Base: 695 (All Respondents) (%) FemaleMale Base 312383 AB Yes,I did3744 No, I did not4644 I always receive the order on time 1713

36. Getting Information About Delayed Delivery and Intention to Receive a SMS Before Delivery (%) Base: 695 (All Respondents) Getting Information About Delayed Delivery (%) FemaleMale Base 312383 AB Yes,I did5862 No, I did not4238 Intention to Receive a SMS Before Delivery (%) FemaleMale Base 312383 AB Yes,I would like98 No, I would not like22

37. Delay Time & Parcel Delivery To Someone Else (%) Base: 695 (All Respondents) Delay Time (%) FemaleMale Base 312383 AB Less than 24 hours2427 1-3 days5357 3-7 days96 More than 7 days21 Did not delay139 Mean (Daily)2,2 B1,9 Parcel Delivery To Someone Else (%) FemaleMale Base 312383 AB Yes,my order was5551 No, my order was not4549 Is it a problem (%) FemaleMale Base (If yes parcel delivery to someone else) 172194 AB Yes,it is3140 No, it is not6960

38. Online Purchase Frequency (%) Base: 695 (All Respondents) TotalFemaleMale15-18 age19-24age25-34 age35-49 age50-54 age 695312383211522242962 ABABCDE Heavy Users 1415130818,3 B15,2 B0 Medium Users 4950483849504950 Light Users 37353861,9 CD42,8 C323650

39. Online Purchase Frequency (%) Base: 695 (All Respondents) TotalLight UsersMedium UsersHeavy Users ABC Base 69525734098 Female45434648 Male55575452 15-18 age35.1 C2- 19-24 age2225.3 C22.1 C12 25-34 age32283341.8 A 35-49 age4342 46 50-54 age000-

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