2018年Q1全球商业评论-澳大利亚_新西兰（英文版）_11页_4mb

Global Commerce Review Summary - Q1 2018

Core Content

This document provides an overview of mobile commerce growth and the opportunities presented by shopping apps in the context of global retail trends, with a focus on Australia & New Zealand and the Asia-Pacific (APAC) region. It highlights the shift in consumer behavior towards mobile and app-based shopping, emphasizing the importance of omnichannel strategies for retailers.

Main Points

1. Mobile Growth

• Mobile Web Usage: Mobile web usage has reached maturity, and smartphone usage continues to grow.
• Device Sales Trends: In Q1 2018, compared to Q1 2017, mobile sales accounted for a significant portion of overall retail transactions.
• Top Retail Subcategories by Mobile Sales:
  • Sporting Goods
  • Health / Beauty
    are the two retail subcategories with the highest share of mobile sales.

2. App Opportunity

• Apps Dominance: Apps account for 66% of mobile sales, indicating a strong preference for app-based shopping.
• Conversion Rates: Shopping apps generate higher conversion rates than mobile web, with a 22% YoY increase in the share of in-app transactions globally.
• Regional Insights:
  • In APAC, the conversion rate on shopping apps is more than 5 times higher than on mobile web.
  • Mobile now accounts for more than 50% of online transactions in most world regions, and in-app sales dominate.

3. Device Usage by Time and Day

• Time of Day:
  • Desktop usage dominates working hours.
  • Mobile wins nights and weekends.
• Day of the Week:
  • Smartphone and Tablet usage trends differ significantly from Desktop usage, with mobile showing higher engagement outside of work hours.

4. Omnichannel Matters

• Omnichannel Retailers:
  • These retailers can combine offline and online data, allowing them to apply over four times as much sales data to optimize marketing efforts.
  • The share of customers who are omnichannel is relatively small, but they generate a significant share of sales.
• Customer Lifetime Value:
  • Omnichannel customers generate the highest lifetime value.
  • Despite representing only 7% of all customers, they account for 27% of all sales.

Key Information

• Mobile Growth:

  • Mobile web usage is mature, and smartphone usage is increasing.
  • In Q1 2018, mobile sales accounted for a large share of overall retail sales.
  • Apps are the dominant channel for mobile sales, with 66% of transactions occurring through apps.

• App Performance:

  • Apps have a much higher conversion rate than mobile web.
  • In APAC, the conversion rate on shopping apps is more than 5 times higher than on mobile web.
  • In-app transactions have seen a 22% YoY increase globally.

• Omnichannel Impact:

  • Omnichannel retailers benefit from combining offline and online data, which allows for better marketing optimization.
  • Omnichannel customers represent 7% of all customers but generate 27% of all sales, indicating a high value contribution.

• Device Usage Trends:

  • Desktop usage is strongest during working hours.
  • Mobile usage is stronger during nights and weekends.
  • Smartphone and Tablet usage patterns differ from Desktop usage, especially on weekends.

Conclusion

The document underscores the growing importance of mobile commerce and the significant role of shopping apps in driving sales and customer engagement. It highlights the need for retailers to adopt omnichannel strategies to leverage the full potential of consumer data and improve marketing effectiveness. Additionally, it points to the increasing preference for mobile and app-based shopping, particularly in the APAC region, where conversion rates are notably higher.