电子商务趋势_2018消费趋势报告（英文版）-2mb

2018 GlobalWebIndex Ecommerce Trends Report Summary

Core Content Overview

This report from GlobalWebIndex provides a comprehensive analysis of the latest trends in online commerce, focusing on consumer behavior, device usage, payment methods, and the evolving role of digital content and social media in the purchase journey.

Key Insights

• Mobile Dominance: Mobile devices have become the primary platform for all stages of the purchase journey, including researching, buying, and reviewing products. While PCs remain popular in Western markets, the shift to mobile is evident across demographics.
• Social Commerce: Social media is increasingly becoming a go-to source for product research, especially among younger consumers. Video content and social interactions play a significant role in brand discovery and engagement.
• Subscription Models: Subscription-based models are gaining traction, particularly in entertainment, with music and video streaming services becoming more popular than traditional downloads.
• Mobile Payments: Mobile payments are on the rise, with usage growing from 22% in 2015 to 37% in 2018. These payments are especially prevalent in emerging markets like Kenya, India, and Thailand due to limited credit card infrastructure.
• Voice Commerce: Voice technology is emerging as a powerful tool for online commerce, with 17% of users currently using smart assistants. It has the potential to reshape the retail landscape, particularly in the grocery sector.
• Consumer Priorities: Free delivery is the top purchase driver globally, followed by coupons, customer reviews, and easy returns. In regions with less credit card infrastructure, cash on delivery remains a critical incentive.

The State of Ecommerce

• Global Adoption: Over 90% of internet users (and 93% of those aged 55–64) engage in some form of online commerce. The Middle East and Africa (MEA) are exceptions, with only 56% of users buying online.
• Cross-Device Behavior: There is significant overlap in purchasing across devices. 47% of mobile buyers also purchase on PC, and 57% of PC buyers do so on mobile.
• Regional Variations: While MEA shows lower online shopping rates, there is a growing interest in digital shopping, especially with cash on delivery options.

Category Trends

• Online Buying vs. Researching: Some categories, like cars and home products, are more researched than bought online. In contrast, cheaper items such as groceries and entertainment media are more frequently bought than researched.
• Grocery Products and Voice Commerce: Grocery products are the most likely to be purchased online rather than researched, making them ideal for voice commerce. 22% of grocery buyers use smart assistants.
• Digital Content: Paid digital content is on the rise, with 60% of users purchasing digital media monthly. Streaming services are overtaking downloads in many categories, with music and video streaming services leading the trend.

The Purchase Journey

• Brand Discovery: TV and search engines are the most influential for brand discovery. Women are more influenced by ads and recommendations, while men are more likely to use online ads and TV shows.
• Product Research: Search engines and social media are the primary sources for product research. Consumers are increasingly relying on social platforms for information.
• Purchase Drivers: Free delivery is the most important factor in encouraging online purchases, followed by coupons and customer reviews. In MEA, cash on delivery is more critical than free delivery.
• Consumer Reviews: Over 40% of internet users leave product reviews monthly. High-quality products and rewards are the top motivators for positive reviews.

Developments in Ecommerce

• New Retail: This concept, introduced by Jack Ma of Alibaba, integrates online, offline, data, and logistics. Technologies like AR and location-based services are key to its development.
• QR Codes: QR codes are experiencing a resurgence, used across various platforms including social media and messaging apps to drive experiential marketing.
• Voice Technology: Voice commerce is gaining momentum, with smart assistants becoming a part of daily life. Voice tech is particularly useful for quick, frictionless purchases, especially in the grocery sector.
• Privacy Concerns: As voice and location-based tech grow, so do consumer concerns about privacy, including data security and real-time tracking.

Notes on Methodology

• Target Audience: All data is collected from internet users aged 16–64.
• Sample Size: Over 400,000 users are surveyed annually.
• Quotas: Research is conducted with quotas based on age, gender, and education to ensure representativeness of the online population.
• Survey Format: Surveys are completed online, with mobile versions introduced in 2017 to capture mobile-only users.

Summary of Key Statistics

Conclusion

The report highlights a clear shift towards mobile-first commerce, with the integration of new technologies like voice and AR reshaping the future of retail. Social media and digital content are playing a growing role in the purchase journey, while subscription models and mobile payments are becoming more common. Brands must adapt to these changes by offering convenience, security, and engaging experiences to meet evolving consumer expectations.