2015年-德勤全球_Navigating_the_new_digital_divide__Global_edition_26页_1mb

报告摘要

Summary of "NAVIGATING THE NEW DIGITAL DIVIDE"

Core Content

This document presents a global analysis of digital influence in retail, based on surveys conducted in nine countries across different levels of digital maturity. The study highlights how digital technologies are shaping in-store consumer behavior and the broader implications for retailers.

Main Findings

Digital Influence Factor: The percentage of in-store retail sales influenced by the use of any digital device, including smartphones, tablets, and in-store devices.
Mobile Influence Factor: The percentage of in-store sales influenced by the use of web-enabled mobile devices.
Digital Divide: A growing gap between consumer digital expectations and the ability of retailers to meet those expectations, especially in developing markets.
Consumer Behavior: Digital tools are changing how consumers shop, with preferences and usage patterns varying significantly by market, product category, and demographics.

Key Points

Digital Influence is Universal but Varied

Digital influence is a global trend, but the pace and mechanism of its impact differ across countries.
The study identifies three digital adoption cohorts:
- Market Leaders: U.S., Canada, and Australia (digital influence factors of 49%, 41%, and 40% respectively).
- Middle Cohort: European markets (Germany, Netherlands, U.K.) with around 30% digital influence.
- Developing Markets: Mexico, China, and India, where connected consumers show higher digital influence than the average in mature markets, despite lower internet penetration.

Digital Behavior Varies by Category and Demographics

Electronics showed the highest digital influence across all markets.
Food and Beverage had the lowest digital influence.
In developing markets, Apparel showed higher digital influence than in mature markets.
Younger consumers (18-24 years) are the most digitally influenced, while older consumers (>55 years) are the least.

Social Media's Role in Shopping

Social media users convert at a significantly higher rate (up to 20% more) than non-users.
In the U.S., half of consumers discuss product selections with store associates, while the majority rely on online reviews.
Social media influence is not directly correlated with digital or mobile influence, indicating a need for tailored strategies.

Buy Online, Pick Up in Store (BOPUS)

There is a measurable gap between consumer interest and actual usage of BOPUS.
BOPUS users are more than twice as likely to spend more than non-users.
Retailers need to improve cross-channel functionality and user experience to increase BOPUS adoption.

Challenges for Retailers

Retailers are underestimating the impact of digital on in-store behavior.
A one-size-fits-all digital strategy is ineffective due to market-specific and demographic differences.
Super-users in developing markets are often more digitally engaged than their counterparts in developed markets.

Survey Methodology

Over 2,000 consumers were surveyed in each of the nine markets.
Two million data points were collected per market, with analysis across all markets and deep dives into individual countries.
Developed markets included the U.S., Canada, Australia, Germany, Netherlands, and U.K.
Developing markets included Mexico, China, and India.
Surveys were conducted online by an independent research company from November 2014 to March 2015.
Developing markets were sampled with a focus on connected consumers, as internet penetration is lower than 100%.

Conclusion

Digital influence is transformative and continues to grow globally.
Retailers must adapt to local consumer needs and customise digital strategies.
A fully connected consumer is emerging, and retailers must prepare for this shift to remain competitive.
The new digital divide is not just about access, but also about expectations and behaviors.

Individual Markets Overview

Market Leader Cohort

U.S.: Digital influence is high, with 49% of in-store sales influenced by digital. Despite strong online growth, in-store sales remain stagnant.
Canada: Similar to the U.S., digital influence is significant, with a 41% influence factor.
Australia: Digital influence is around 40%, with a growing trend of digital integration into the shopping experience.

Developing Markets

Mexico, China, India: Connected consumers in these markets show higher digital influence than the average in mature markets, despite lower overall internet penetration.
These markets have distinct digital behaviors influenced by cultural, economic, and demographic factors.

Recommendations

Retailers must understand and adapt to local digital behaviors.
Customisation is key to meeting the diverse needs of consumers.
Invest in digital tools and features that align with consumer expectations.
Enhance cross-channel experiences, particularly with BOPUS, to capture more value from digital influence.

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