GWI-电子商务趋势：2018消费趋势报告（英文版）-2018.7-23页-2mb

Summary of GlobalWebIndex's Commerce Report (2018)

Core Content

This report from GlobalWebIndex provides an in-depth analysis of the current state and future trends in online commerce, focusing on consumer behavior, device usage, payment methods, and the role of digital content in the purchase journey.

Key Insights

• Mobile Dominance: The shift to mobile is affecting all stages of the purchase journey. Mobile is the preferred device for researching, buying, and reviewing products.
• Social Commerce: Social media is becoming a key source for product research, especially among younger consumers. Brand-consumer interaction is increasingly social and video-based.
• Subscription Models: Subscription-based services are gaining popularity, particularly in entertainment. Music and video streaming services are now as popular as downloads in some markets.
• Advertising as Experience: Advertising is evolving into an experiential element rather than just a barrier. Brands are integrating marketing with entertainment to engage younger audiences.
• Voice Commerce Potential: Voice technology is emerging as a powerful tool for commerce, especially in the grocery and entertainment sectors. It offers a quick and frictionless buying experience.

The State of Ecommerce

• Device Usage: While PCs remain popular in Western markets, mobile is the dominant device for online commerce globally.
• Cross-Device Buying: There is significant overlap between mobile and PC users in terms of purchasing behavior. 47% of mobile buyers also purchase on PC, and vice versa.
• Mobile Payments Growth: Mobile payments have grown from 22% in 2015 to 37% in 2018. These payments are particularly prevalent in fast-growing markets like Kenya, India, and Thailand.
• Regional Differences: The Middle East and Africa (MEA) have the lowest rate of online commerce at 56%, likely due to cash-driven economies. However, there is growing interest in digital shopping, especially with cash on delivery options.

Category Trends

• Online Buying vs. Researching: Different product categories are used differently online. Expensive items like cars and home products are researched more than bought, while cheaper items like groceries and entertainment media are bought more than researched.
• Grocery Products and Voice Commerce: Grocery products are a key category for voice commerce. 22% of users who buy groceries use smart assistants, indicating a potential for growth.
• Subscription Models: Subscription models are becoming more common in entertainment, with services like Netflix and Spotify leading the trend. Music subscriptions are now almost as popular as downloads.

Digital Content

• Paid Digital Content: The percentage of internet users buying digital content has increased from 53% to 60% since 2015. Streaming services are surpassing downloads in popularity.
• Content Preferences: While 46% prefer streaming music, 24% still prefer downloads. Similarly, streaming TV is growing faster than downloads.
• Brand Engagement with Content: 37% of users follow their favorite brands on social media. 25% follow brands they are considering purchasing from. Consumers are more likely to engage with branded content on social platforms.
• Brand Advocacy Drivers: High-quality products (49%) and rewards (43%) are the most important factors in brand advocacy. Younger users (16-24) are motivated by feeling trendy or cool, while older users value quality and customer service.

The Purchase Journey

• Brand Discovery: TV and search engines are the most influential for brand discovery. Women are more likely to be influenced by ads and recommendations.
• Product Research: Search engines remain the primary source for product research, followed by social networks and consumer reviews.
• Purchase Drivers: Free delivery is the top driver for online purchases, followed by coupons and discounts, and peer endorsements.
• Review Behavior: Over 40% of internet users leave product reviews each month. Reviews are an important part of the purchase journey, influencing both research and purchase decisions.

Developments in Ecommerce

• New Retail: This concept, introduced by Jack Ma of Alibaba, integrates online and offline commerce with technologies like location data and AR. It is still in its early stages but shows potential for future growth.
• AR and Location-Based Services: These technologies are still a minority activity, but they are gaining traction. AR is being used to enhance the shopping experience and provide consumer insights.
• QR Codes: QR codes are making a comeback globally, especially in the context of experiential marketing. They are widely used in South East Asia and are becoming part of mobile interactions in the West.
• Voice Technology: Voice assistants are becoming more common, with 17% of users currently using them and 34% planning to. Voice commerce is expected to grow, especially in the grocery sector.
• Privacy Concerns: As voice and AR technologies become more integrated into daily life, privacy concerns are rising. Users are increasingly aware of their digital footprints and are cautious about data access.

Methodology Notes

• Target Audience: All data is collected from internet users aged 16-64.
• Sample Size: Over 400,000 users are interviewed annually.
• Quotas: Quotas are set based on age, gender, and education to ensure the data is representative of the online population.
• Sources: Data is sourced from a range of international and national statistics, including the World Bank, ITU, and Eurostat, among others.

Conclusion

The report highlights the evolving nature of online commerce, emphasizing the increasing role of mobile devices, the shift towards subscription models, and the growing importance of social media and voice technology in the purchase journey. It also underscores the need for brands to adapt to changing consumer behaviors and to address privacy concerns as they expand into new digital spaces.