% OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD

Cars/a

utom

obile

s

Fabric

cond

itione

r

Laun

dry d

eter

gent

Air fre

shen

er/ca

re p

rodu

cts

Wine

/spirit

sBee

r

Pet fo

od

Mot

orcy

cle

Health

care

and

pha

rmac

eutic

al pr

oduc

ts

Satell

ite/ca

ble T

V

Bluray

play

er

Netbo

ok (<

10" s

cree

n)

Whit

e go

ods

Flat sc

reen

TV

Lapt

op (>

10" s

cree

n)

DVD play

er

Furnit

ure/

hom

e eq

uipm

ent

Sports

equ

ipmen

t

Tablet

dev

ice

Financ

ial p

rodu

ct

Games

cons

ole

Ebook

/Ere

ader

Porta

ble m

edia

playe

r

Broad

band

/hi-s

peed

Inte

rnet

Holida

y (in

my o

wn co

untry

)

Perso

nal it

ems

Mob

ile p

hone

Deskto

p co

mpu

ter

Holida

y (ab

road

)

Films

A gift

for s

omeo

ne

Shoes

Mus

ic

Trave

l

Clothe

s

Books

0%

10%

20%

30%

40%

50%

60%

% of Purchases Transacted Online

Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

Source: GlobalWebIndex Q4 2012 Which of the following actions have you performed on your mobile phone ? (% of the audience)

CHINA AND SOUTH KOREA LEAD IN MOBILE PHONE PURCHASE

Chi

naS

outh

Kor

eaH

ong

Kon

gS

wed

enIn

dia

Indo

nesi

aTa

iwan

Sin

gapo

reV

ietn

amA

rgen

tina

Thai

land

Mal

aysi

aP

olan

d

UK

Bra

zil

Fran

ceJa

pan

Turk

eyG

erm

any

UA

EM

exic

oS

audi

Ara

bia

Spa

inU

SA

Italy

Rus

sia

Aus

tralia

Sou

th A

frica

Net

herla

nds

Phi

lippi

nes

Can

ada

0%

10%

20%

30%

40%

50%

60%

Online Purchase via Mobile Phone

Markets mapped by % purchase online via a PC V % purchase online via mobile or tabletSource: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

PC PURCHASING V MOBILE PURCHASING: CHINA STANDS ALONE

20% 30% 40% 50% 60% 70% 80%5%

10%

15%

20%

25%

30%

35%

40%

45%

USA(139m)

Canada(13m)

Russia(26m)

SouthAfrica(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina (14m)Brazil(41m)

Malaysia (8m)

Australia(10m)

Indonesia(27m)

Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam(15m)

China(379m)

Turkey (20m)

India(65m)Hong Kong (2m)

Taiwan (9m)

Saudi Arabia(4m) UAE

(1m)

% Purchase Online Via PC

% M

ulti

platf

orm

Pur

chas

ing

TRADITIONAL PC MARKETS

MOBILE FIRST – LEAPFROG MARKETS

Bubble size indicates the population of online buyers (all access points)

HOW TO READ: INDIA HAS 65m USERS WHO PURCHASED A PRODUCT ONLINE IN THE PAST MONTH. 52% PURCHASED VIA PC AND 24% VIA MOBILE / TABLET. DUE TO THE HIGH MOBILE PURCHASE AND RELETIVELY LOW PC THEY ARE GROUPEDIN “MOBILE FIRST”

INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY

Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77% OF INTERNET USERS IN THE MARKET HAVE PUBLISHED ONLINE ABOUT A PUCHASE IN THE PAST MONTH.

40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%

40%

50%

60%

70%

80%

90%

100%

USA(139m)

Canada(13m)

Russia(26m)

South Africa(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina(14m)

Brazil(4m)

Malaysia(8m)

Australia(10m)

Indonesia (27m)Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam (15m)

China(379m)

Turkey (20m)

India(65m)

Hong Kong(2m)

Taiwan (9m)Saudi Arabia

(4m)UAE(1m)

% of Internet Users that Purchase Online Via PC / Mobile / Tablet

% o

f Onl

ine

buye

rs in

volv

ed in

Pos

t-Pu

rcha

se In

fluen

ce

INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY

40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%

40%

50%

60%

70%

80%

90%

100%

USA(139m)

Canada(13m)

Russia(26m)

South Africa(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina(14m)

Brazil(4m)

Malaysia(8m)

Australia(10m)

Indonesia (27m)Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam (15m)

China(379m)

Turkey (20m)

India(65m)

Hong Kong(2m)

Taiwan (9m)Saudi Arabia

(4m)UAE(1m)

% of Internet Users that Purchase Online Via PC / Mobile / Tablet

% o

f Onl

ine

buye

rs in

volv

ed in

Pos

t-Pu

rcha

se In

fluen

ce

Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

Online influence drives offline purchase

Social commerce leaders: e-Commerce is critical and

consumer feedback will play an influential role in decision

making

e-Commerce plays a critical role in overall shopping behaviour but consumer feedback is low

Traditional retail is still dominant and post-purchase

influence is rare

ONLINE RESEARCH V ONLINE PURCHASE: TO PUT IT ANOTHER WAY

Laundry detergentFabric conditioner

BeerAir freshener/care products

MusicPet food

BooksClothes

Wine/spiritsA gift for someone

Personal itemsShoesFilms

TravelHealthcare and pharmaceutical products

Broadband/highspeed internetEreader

Financial productSports equipmentSatellite/cable TV

DVD playerPortable media player

Holiday (abroad)Games console

BlurayFurniture/home equipment

Holiday (in my own country)Desktop computer

Netbook (<10" screen)White goods

Tablet device e.g. iPadMobile phone

MotorcycleLaptop (>10" screen)

Flat screen TVCars/automobiles

0 50 100 150 200 250 300 350

Index of number of category “Researchers” V “Online Purchasers”

Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

HOW TO READ: FOR CARS AUTOS THERE ARE 350% MORE ONLINE RESEARCHERS THAN BUYERS . THIS MEANS THAT ONLINE HEAVILY IMPACTS OFFLINE PURCHASES

MORE LIKELY TO IMPACT OFFLINE PURCHASE

MORE ONLINE PURCHASE THAN RESEARCH = IMPULSIVE CATEGORIES