comScore-2018年Q1美国网络零售经济报告（英文）-2018.5-45页-2mb

U.S. Online Retail Economy Summary - Q1 2018

Core Content

The U.S. online retail economy experienced significant growth in Q4 2017, with Retail Digital Commerce (Desktop + Mobile) reaching a record high of $131.2 billion, accounting for nearly 1 in 5 discretionary dollars spent by consumers. Mobile commerce (m-Commerce) grew rapidly, contributing 24% of Total Digital Commerce, up from 21% in Q4 2016, and outpacing desktop growth. Consumer sentiment remained positive, with a high percentage of respondents rating economic conditions as "Excellent/Good."

Main Points

1. Digital Commerce Growth

• Retail Digital Commerce (Desktop + Mobile) reached $131.2 billion in Q4 2017, a record high.
• Mobile Commerce (m-Commerce) accounted for 24% of Total Digital Commerce, a notable increase from previous quarters.
• Desktop growth was 15% YoY, while m-Commerce growth was 40% YoY, significantly outperforming desktop.
• Brick & mortar retail growth was 7% YoY, much slower than digital channels.

2. Product Categories

• Top 10 categories with growth rates of 15% or more included:
  • Consumer Packaged Goods
  • Toys & Hobbies
  • Apparel & Accessories
  • Computer Hardware
  • Flowers, Greetings, & Gifts
  • Event Tickets
  • Furniture, Appliances, & Equipment
  • Books & Magazines
  • Consumer Electronics
  • Jewelry & Watches
• Apparel & Accessories was the top category in terms of dollars spent and the second in transactions.
• Furniture, Appliances, & Equipment showed strong growth, exceeding 20% YoY for 8 of the past 9 quarters.

3. Consumer Behavior

• Free shipping remains a key factor in online shopping, with a slight increase in transactions with free shipping in Q4 2017.
• Women dominate online shopping, with 75% of buyers on leading retailer sites being women.
• 25-54 year-old women are the ideal target demographic for online retailers.
• Big ticket items (costing $500+) were purchased by nearly 25% of consumers during the holiday season.
• Amazon was the dominant player, accounting for at least 60% of Q4 2017 transactions in multiple categories.

4. Mobile Shopping Trends

• Mobile shopping has become a significant channel, with 68% of consumers visiting Amazon.com in the 7 days before a non-Amazon purchase.
• Amazon was the most visited retail site before a purchase, with 41% of consumers visiting it first.
• Mobile app usage was widespread, with Amazon leading in unique mobile app visitors, followed by Walmart and Wish.
• Despite its growth, mobile spending still lags behind the time spent on digital media, highlighting the conversion challenge.

5. Showrooming Behavior

• Showrooming increased over the past 4 years, with 3 out of 5 showroomers originally intending to buy in person.
• 1 in 3 showroomers never planned to buy in person.
• Better online prices is the main reason for showrooming.
• Most consumers only showroom sometimes or occasionally.

6. Smart Speaker Trends

• Smart speaker owners are generally satisfied with their devices, with 77% reporting high satisfaction.
• 30% of owners use their smart speakers to purchase items online, and 13% for food/services.
• Weather, general questions, and music streaming are the top uses of smart speakers.
• Security and privacy concerns are the main reasons people do not use smart speakers for purchases.
• Brand loyalty may be challenged by smart speakers, as 1 in 5 respondents said their smart speaker suggested a different brand than the one they normally order.

Key Takeaways

• Digital commerce is growing rapidly, especially m-Commerce.
• Apparel & Accessories and Furniture, Appliances & Equipment are the top performing categories.
• Amazon is the dominant player in both desktop and mobile shopping.
• Smart speakers are becoming more integrated into daily life, but security and privacy remain key concerns for users.
• Consumer behavior is shifting, with more spending concentrated around Thanksgiving and Cyber Monday.

Q&A Highlights

• Why is mobile commerce growing faster than desktop?

  • Mobile is becoming more integrated into daily life, with users more likely to use it for quick, convenient purchases.

• What are the main concerns of consumers when shopping online?

  • Rising prices remain the top concern, while economic conditions are viewed positively.

• What are the most common uses of smart speakers?

  • Checking weather, asking general questions, and streaming music are the most common uses.

• How does showrooming affect retail strategies?

  • Showrooming is increasing, and retailers should focus on online pricing and convenience to attract customers.

• What are the implications of smart speakers on brand loyalty?

  • Smart speakers may challenge brand loyalty by suggesting alternative brands or deals, which could affect consumer purchasing decisions.

Conclusion

The U.S. online retail economy is evolving rapidly, with digital commerce leading growth and mobile becoming a critical channel. Smart speakers are gaining traction, but security and privacy remain major hurdles. Key categories like Apparel and Furniture are showing strong growth, and consumer behavior is shifting towards earlier holiday shopping and increased reliance on digital platforms.