2018-互联购物（英文版）-2mb

报告摘要

CONNECTED COMMERCE SUMMARIZED

Core Content

This document presents a comprehensive analysis of how connected commerce is transforming consumer shopping behaviors across 17 countries. It highlights the shift in how people shop, the role of digital and mobile technologies, and the increasing importance of personalization and social media in the purchasing process.

Main Trends in Connected Commerce

Multi-Device Shopping

Smartphones and tablets are now widely used, with 85% of users owning smartphones and 84% owning tablets.
Average number of devices used by consumers is 5, with higher usage in India and the UAE.
Online shopping is becoming common across all countries, with 75% of people having made an online purchase in the last 30 days. China leads with 90%, followed by the USA (84%) and Australia (67%).

Personalization

86% of online shoppers expect special offers or discounts.
39% of shoppers find tailored offers based on past purchases or user profiles important.
54% of consumers find personalized recommendations important, and 16% find them very important.
62% of consumers say they buy more from e-commerce sites that offer personalized experiences.
52% buy more often, and 51% buy more products due to personalization.

Mobile Use in-Store

85% of smartphone owners use their devices in-store, with 90% in the UAE and parts of Asia.
77% of internet users have been influenced by mobile in-store, and 28% have made purchases through mobile.
Mobile payments are growing, with 33% of smartphone users making purchases in the last 30 days. UAE (39%) and USA (44%) show higher adoption than Europe and Australia (around 20%).
62% of smartphone users are ready to use their devices for in-store payments, with 49% in India and 34% in the USA having already done so.

New Digital Services in Stores

Interactive displays, virtual try-ons, digital mirrors, mobile loyalty cards, and barcode scanning are increasingly being used in stores.
71% of U.S. consumers are open to receiving personalized money-off vouchers or offers in-store.
39% of UK consumers are willing to use a VR helmet to discover products not available in-store.
58% of Spanish shoppers would try on clothes virtually using a digital mirror.
83% of UAE consumers are open to using a mobile loyalty card.
Japanese consumers are interested in checking in-store stock availability via mobile.
Italian consumers are open to in-store identification systems for benefits.
Hong Kong consumers are interested in using interactive terminals.
Singapore consumers are keen to see popular products via mobile.
Dutch consumers want sales assistants to use portable tablets for payments.
Chinese consumers are happy to use interactive store windows when the store is closed.
French consumers would like a personal shopper in-store.
Belgian consumers are willing to use a mobile app for organizing shopping lists.

Consumer Behavior by Device

Device Usage for Shopping

Desktop users: 41% in 2015.
Smartphones: 33% of users made purchases through mobile in the last 30 days.
Tablets: 28% of users made purchases in the last 30 days.
Mobile search: 46% of smartphone owners used their devices to search for products online.

Sources of Information

Retailer websites or apps are the primary source of information in all countries.
Price comparison services are next, used by 47% of people, especially in Germany, Netherlands, Denmark, Sweden, and Japan.
Brand websites or apps are used by 37% of people, more in the USA, Belgium, Sweden, Singapore, and Australia.
Online user reviews are used by 33% of people, especially in Germany, Netherlands, Denmark, and Sweden.
Point-of-sale is the first offline source of information, with 16% of users consulting it.
Immediate social circle (friends, family, colleagues) is the second source, especially in Belgium, Denmark, Spain, and Italy.

Social Media Influence on Shopping

Social media is increasingly influencing both online and offline purchases.
Facebook and Sina Weibo are the most influential platforms, with 52% and 53% of users claiming to be influenced by them, respectively.
55% of social media users say they buy more products from brands they follow online.
60% in China and 18% in the Netherlands are influenced by social media.
Social media purchases are still limited, with only 28% of users making a purchase from a social media platform in the last 30 days.
USA (32%), Singapore (56%), and UK (25%) show the highest rates of social media purchases.

Key Findings

Mobile is the driving force of change in the shopping experience.
Personalization is a key factor in increasing consumer engagement and purchase frequency.
Retailers must evolve to stay connected with consumers, integrating digital and physical shopping experiences.
Social media is playing a growing role in influencing purchasing decisions, especially in Asia.
Market maturity varies significantly across countries, with Asia leading in mobile and social commerce adoption.

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