Finnish consumer behaviour in Estonia

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Briana Armstrong
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1 Finnish consumer behaviour in Estonia

2 Finnish consumer behaviour in Estonia Consumer surveys The report is based on statistical information provided by Eurostat and Statistics Estonia as well as three outsourced consumer surveys. TNS Gallup: Online panel, n = 2,842 The survey was conducted in early April and focused on the impact of prices on travel to Estonia in Statistics Finland: Finnish travel 2013; total of 842 journeys to Estonia TAK Oy: Border interviews conducted on ferries operating between Tallinn and Helsinki, n = 1,101 The interviews were conducted in February and March The interviews were designed to gather information on what goods or services the respondents had purchased in Estonia and how they imported any alcohol purchased to Finland.

3 Fewer holidays, more daytrips or... Total number of journeys % +26,5 % Total Overnight stays at destination Same-day trips Source: Statistics Finland

4 ... was there an increase in traveller numbers and overnight stays after all? Number of passengers and overnight stays % Overnight stays % 6% increase January to February % increase January to February Overnight visitors Overnight stays Overnight visitors NB! Based on information submitted by paid accommodation providers with a minimum of 5 beds. Source: Statistics Estonia

5 Why Estonia?

6 80 Prices major motivating factor for travel Prices are a fairly important or extremely important reason for travel for % of travellers who had visited Estonia in the previous year Shoppers attracted by prices. Price is an important motivating factor for travel for 70 per cent of all visitors who made purchases during their stay * 2011* NB! Comparisons cannot be made between data from and The surveys were carried out by Innolink Research (n = 2,000) while the 2014 survey was performed by TNS Gallup (n = 2,824). * In 2010 and 2011 travellers who had visited Estonia in the past two years were asked to state the reason for their travel. From 2012 onwards travellers who had visited Estonia in the past year were asked for the same information.

7 Total visits to Estonia in previous year % of all respondents, Border interview n = 1,101 > times 2 3 times Once All OAPs Of the respondents, all jobseekers and OAPs had visited Estonia previously in the past year. Nil Source: TAK

8 Services

9 Services used by Finnish visitors to Estonia % of visitors, Border interview n = 1,101 Restaurants and cafés 85 Hotels 43 Pharmacies 29 Hairdressers and beauticians Spas, saunas, sunbeds, etc. Opera, theatre and other culture Sports, entertainment and leisure services Doctors and dentists Repair and maintenance Opticians Tailors and seamstresses Other OAPs and families with children were more likely than average to use spas; jobseekers, OAPs and women were more likely than average to use beauticians; travellers accompanied by a partner or children were more likely than average to use hotels and students were more likely than average to use restaurants. No services used 3 Source:TAK

10 Imports by travellers

11 Imports by Finnish travellers to Estonia % of travellers, Border interview n = 1,101 Alcohol Sweets Adult clothing Cosmetics Food Tobacco Medicines Bags and accessories Footwear Children s clothing Watches and jewellery Textiles and interior decorating items Toys Dishes and other kitchenware Specialist leisure equipment Optical goods Spare parts and other goods Sporting equipment and other leisure goods Music and films Building materials and tools Domestic appliances and consumer electronics Cars Computer software and games, including for Other No purchases Source:TAK OAPs were more likely than average to purchase food items, alcohol and medicines for import. Alcohol and tobacco was purchased for import by travellers for whom prices were a significant factor for travel. Children with families purchased clothing, footwear and cosmetics.

12 Total spending on all goods By product segment in Estonia and aboard ferry, EUR per passenger Border interview n = 1,101 Sporting equipment and other leisure goods Alcohol by car Textiles and interior decorating items Optical goods Tobacco Medicines Jewellery and watches Food Alcohol Footwear Bags and accessories Average Dishes and other kitchenware Sweets Adult clothing Specialist leisure equipment Cosmetics Children s clothing Toys Source:TAK NB: The report only includes items that have been reported 30 or more times.

13 Alcohol imports

14 Alcohol import methods % of travellers to import alcohol, Border interview n = 1,101 Carried items self 57 Trolley Transport and storage facilities offered by travel provider or alcohol retailer Van or passenger vehicle Men, OAPS and those whose travel to Estonia was solely motivated by price were more likely than average to import alcohol to Finland. Those who import alcohol by car spend 80% more money in Estonia than other visitors. Source:TAK

Visit Finland Visitor Survey 2016

Visit Finland Visitor Survey 2016 Visit Finland Studies 9 Finpro, Visit Finland Helsinki 2017 Non-resident visitors in Finland in 2016 Contents Abstract 5 Introduction 7 Trips to Finland 10 Day and overnight