Finnish consumer behaviour in Estonia

Finnish consumer behaviour in Estonia

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 2013. 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 2014. 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.

Fewer holidays, more daytrips or... Total number of journeys 3000000 2500000 2000000 1500000 1000000-7 % +26,5 % Total Overnight stays at destination Same-day trips 500000 0 Source: Statistics Finland

... was there an increase in traveller numbers and overnight stays after all? Number of passengers and overnight stays 1 800 000 +2 % 1 000 000 1 600 000 900 000 1 400 000 800 000 Overnight stays 1 200 000 1 000 000 800 000 600 000 +8 % 6% increase January to February 2014 13% increase January to February 2014 700 000 600 000 500 000 400 000 300 000 Overnight visitors Overnight stays Overnight visitors 400 000 200 000 NB! Based on information submitted by paid accommodation providers with a minimum of 5 beds. Source: Statistics Estonia. 200 000 100 000 0 0

Why Estonia?

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 70 60 50 40 30 20 10 37 46 50 50 63 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. 0 2010* 2011* 2012 2013 2014 NB! Comparisons cannot be made between data from 2010 2013 and 2014. The 2010 2013 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.

Total visits to Estonia in previous year % of all respondents, Border interview n = 1,101 > 7 18 30 4 6 times 2 3 times Once 6 19 23 29 36 37 All OAPs Of the respondents, all jobseekers and OAPs had visited Estonia previously in the past year. Nil 0 4 0 10 20 30 40 50 Source: TAK

Services

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 6 5 3 2 7 14 22 21 26 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 0 10 20 30 40 50 60 70 80 90 100

Imports by travellers

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 9 8 7 6 3 3 2 2 2 2 2 1 1 5 2 25 21 17 14 37 35 33 32 Source:TAK 0 10 20 30 40 50 60 70 80 90 100 58 81 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.

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 249 205 180 163 161 153 152 148 144 142 137 136 129 128 125 125 118 Source:TAK 118 279 0 50 100 150 200 250 300 NB: The report only includes items that have been reported 30 or more times.

Alcohol imports

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 9 9 26 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 0 10 20 30 40 50 60 70 80