online shopping trends -_new

8/13/2019 Online Shopping Trends -_new

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Global Trends in

Online Shopping


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A Nielsen Global

Consumer Report

June 2010


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Online Shopping Around the World

The Internet has transormed man! aspe"ts o lie# but perhaps none more so than

ho$ $e shop or goods and ser%i"es& While it's still ni"e to stop b! a store to tou"h

and see produ"ts# the "on%enien"e o online shopping "an't be beat& And or some

ser%i"es# su"h as boo(ing tra%el or bu!ing "on"ert ti"(ets# the abilit! to do so online

has made the pro"ess mu"h easier and more ei"ient&

The Nielsen Compan! "ondu"ted a sur%e! in )ar"h 2010 and

polled o%er 2*#000 Internet+ users in ,, mar(ets rom Asia -a"ii"#

.urope# )iddle .ast# North Ameri"a and South Ameri"a to loo( at

ho$ "onsumers shop online/ $hat the! intend to bu!# ho$ the! use

%arious sites# the impa"t o so"ial media and other a"tors that "ome

into pla! $hen the! are tr!ing to de"ide ho$ to spend their mone!&

What $e ound $as that there are some produ"ts bought online that

are uni%ersal# and others that still ha%e !et to build a signii"ant

share o trade& urther# $hile "he"(ing online re%ie$s are popular

or some

produ"tsparti"ularl! "onsumer ele"troni"s and "arsshoppers

still trust the re"ommendations o riends and amil! most&

Vacations are High Priority for

Planned Online Purchases

Global online "onsumers sa! that boo(s and "lothing $ill

"ontinue to top the list or planned online pur"hases in the

net si months# $hi"h ollo$s the trend reported in a

2003 Nielsen sur%e! $here 45 per"ent o global

"onsumers said the! pur"hased boo(s in the past threemonths and 41 per"ent bought "lothing online&

6o$e%er# intent to pur"hase airline ti"(ets and to boo( tours and

hotel reser%ations sho$ signs the e"onom! is impro%ing& In a"t#

"ompared to 2003 $here 24 per"ent o "onne"ted "onsumers

said the! pur"hased airline ti"(ets online and 1* per"ent made

hotel7tour reser%ations %ia the Internet# intent

to ma(e tra%el arrangements online in 2010 has in"reased se%en

per"entage points and nine per"entage points respe"ti%el!&

Other engaging produ"ts and ser%i"es tagged or uture

online pur"hases in"lude ele"troni" e8uipment#

"osmeti"s7nutrition supplies# e%ent ti"(ets# "omputer

hard$are# %ideos79:9's7 games and gro"eries&

What produ"t7ser%i"es

do !ou intend to

pur"hase online in the

net 5 months;

Global Average


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2


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Online-Only Shops Have reatest lo!alSite "ppeal

Globall!# one?third o online "onsumers sa! the! primaril! do

their Internet shopping at retailers that ha%e onl! an online

presen"e @su"h as Amaon&"omB# ollo$ed b! an e8ual 20

per"ent o respondents $ho preer sites that also ha%e

traditional bri"( and mortarD stores and those that allo$ !ou

to sele"t produ"ts rom man! dierent online stores& Onl! 15

per"ent o respondents globall! indi"ate the!

ha%e ne%er shopped online&

Site preeren"es %ar! a"ross the $orld& 6al o NorthAmeri"ans said the! most re8uentl! pur"hase rom

online?onl! stores# $hile one?third o Eatin Ameri"ans

preer sites that also ha%e traditional oline stores& Almost

hal @4*FB o online "onsumers in the )iddle .ast# Ari"a

and -a(istan sa! the! ha%e ne%er shopped online&

What (ind o $ebsites do !ou pur"hase rom

most re8uentl! $hen shopping online;

1# 15 1$ 17

16

#%1# 47 7 &%

17

' #$ &%4$

#414#1

$&1

8

1# 11 1%

#41$

&1

8 &%17

1%

A- .

).A- EA

NA

Global

I ha%e ne%er shopped online&

A%er

ageSites that allo$ !ou to sele"t produ"ts rom man! dierent onlinestores

Sites or stores that !ou "an onl! shop at onlineSites that also sell their produ"ts through "atalogs or o%er thephoneSites that also ha%e traditional Hbri"( and mortarHstores

Base : All respondentsn=27,665Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(,2$#$


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(op 5 Products)Services lo!al *onsu+ers

,pect to Purchase Online in the .et 6 /onths

Ran( -rodu"t

1


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Opinions *ount

One o the great beneits o online shopping is the abilit! read

others' re%ie$s o a produ"t# be the! eperts or simpl! ello$shoppers& These opinions are most important $hen it "omes

to pur"hasing "onsumer ele"troni"s/ ,* per"ent o online

respondents "onsider re%ie$s prior to bu!ing& Re%ie$s on

"ars @4,FB and sot$are @*FB rounded out the top three

most important online inluen"es $hen ma(ing a pur"hase&

Online re%ie$s and peer re"ommendations also pla!ed

a (e! role or shoppers resear"hing uture pur"hases o

"onsumer ele"troni"s# "ars and tra%el# and 40 per"ent o

online shoppers indi"ate the! $ould not e%en bu!

ele"troni"s $ithout "onsulting online re%ie$s irst&

-it! the produ"t or retailer that "onsumers don't li(e/

$hile most online "onsumers @,3FB said that the! are

not more li(el! to share a negati%e produ"t eperien"e

online %ia T$itter or $riting a re%ie$# 41 per"ent $ould&

I am more li(el! to share @$rite about7T$eet#

re%ie$# et"B a negati%e rather than a positi%e

produ"t eperien"e online

5157 6% 5$

67 68

'

4$4# 4% 41

## #&

A- EA ).A- . NAGlob

alA%er

agees

No

Base : All respondentsn=27,665

Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(,2$#$

I $ould not bu! the ollo$ing produ"ts

$ithout "onsulting online re%ie$s/


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Global Average

Consumer ele"troni"s 4%

A "ar #8

Sot$are

&8

Tele"ommuni"ations ser%i"es &&

Cosmeti"s &1

)edi"ation &%

Gaming de%i"es 1$'

-ersonal "are produ"ts 18

Insuran"e 18

Airline ti"(ets 18

ood 17


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Credit "ards 15

Other 1$

Base : All respondents n=27,665

Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(, 2$#$

(op 1% lo!al Sites !y ' "ctive0each

1 Google 8178'

2 )SN7Windo$s Ei%e7


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Online Shopping Around the WorldRegional round?up

Consumers all around the $orld shop online# but $hat the!'re bu!ing and ho$ the!

use produ"t re%ie$s and so"ial media to inluen"e their de"isions %ar! $idel!&

"sia PacificChinese and Morean online "onsumers are the most prolii"

online shoppers in the Asia -a"ii" region $ith 3, per"ent o

Internet users intending to ma(e a $eb pur"hase in the net

si months& Con%ersel!# o%er one?ourth o online

"onsumers in 6ong Mong @2*FB and Thailand @25FB and

one?ith o residents in Japan# Ne$ ealand# Indonesia and

Australia do not plan an online pur"hase in the up"omingmonths&

Moreans $ho shop online are most li(el! to bu! boo(s# "osmeti"s#

"lothing7a""essories7shoes and gro"eries %ia the Internet in the

net si months& While "onne"ted Chinese also a%or boo(s and

"lothes# 40 per"ent plan to

ma(e an ele"troni" pur"hase

online& Web?sa%%! )ala!sians

li(e online shopping or

boo(ing tra%el# $ith airline

ti"(ets and hotel7tour

reser%ations the top pi"(s&

)ore online Australians intend

to pur"hase e%ent ti"(ets and

non?do$nloadable%ideos79:9s7games than an!

other in the region& And one?

ith o online Indian shoppers

plan to bu! non?do$nloadable

musi"&

Total online spending as a

per"entage o total monthl!

spending %aries b! "ountr!

$ith Chinese and Morean

online "onsumers allo"ating

the most %ia the $eb than

an! other in the region&

Online "onsumers in Ne$

ealand# Australia# )ala!sia

and 6ong Mong allo"ate the

least&

What is !our online shopping spendingper"entage o total monthl! spending;

Asia *acific 9egion


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1 # & 1

5 1& 1% 5$18

&& &6&5

' #6

1 & 11

6 &8

$16

16

&4

&% &7

&1 &

1 77 4

11$

1$

&7 &6


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1 1 & #

6 51% 1%

1% 11

1$ &&


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#1 ##

#4 #1

#4

6# 6#

4%

&5

A CN 6M I9

71

56

N -6

SG


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5& 5%

#4 #5

T6 TW :N A-

A%erage

Eess than ,F

Base: All respondents s'oppingonline in "27 n=56#(

Consumer Confidence Surve !"# 2$#$ >%ield dates &arc' (,2$#$ ! &arc' 2(, 2$#$


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.orth "+erica6al o online Ameri"ans a%or sites or stores that "an onl! be

shopped online and the maorit! o Canadian $eb shoppers aresplit bet$een a preeren"e or online?onl! sites @1FB and

those that ha%e traditional ph!si"al stores @13FB

The list o produ"ts and ser%i"es that are a%ored b! Ameri"an

and Canadian online shoppers is almost identi"al&


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+ort' America 9egion

&815 17

6 7

1%

'5% 4$

#1

1&11 11

1$ 17 17

CA SNA

A%erage

I ha%e ne%er shopped online

Sites that allo$ !ou to sele"t produ"ts rom man! dierent online

stores Sites or stores that !ou "an onl! shop at online

Sites that also sell their produ"ts through "atalogues or o%er the

phone Sites that also ha%e traditional Hbri"( and mortarH stores

Base : All respondents n=#,$$


24/32

Consumer Confidence Surve ! "# 2$#$ >%ield dates &arc' (, 2$#$ ! &arc' 2(, 2$#$

(op 1% 2S Sites !y ' "ctive0each

1 Google 75$6'

2 ahooK 65%1'

a"eboo( 61$&'

4 )SN7Windo$sEi%e7


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3atin "+ericaConne"ted


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>atin America 9egion

11 #1 &7 &4 &7 1$

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&4 1#14 && 1#

17

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AR


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/iddle ,ast ) "frica ) PaistanShopping online is the most under?de%eloped in the )iddle

.ast# Ari"a and -a(istan region& Almost hal @4*FB oonline "onsumers indi"ate the! ha%e ne%er made an online

pur"hasethe highest per"ent o an! other region in the

$orld& O those "onne"ted "onsumers $ho ha%e online

a""ess# one?third sa! the! do not plan on ma(ing a

pur"hase in the net si months&

The most popular produ"ts and ser%i"es or planned online

pur"hase a"ross the ).A- region are boo(s @23FB# airline

ti"(ets7reser%ations @24FB and ele"troni" e8uipment su"h

as T:'s and "ameras @2FB& Other popular planned online

pi"(s or South Ari"ans are e%ent ti"(ets @FB and non?

do$nloadable musi" @25FB& Online residents o the nitedArab .mirates intend to boo( tra%el @2*FB and bu! "lothing

@2,FB& Web?sa%%! -a(istanis $ill loo( online to bu!

"omputer hard$are @2,FB and "lothing @1LFB# although

the! also lead the region sa!ing the! do not plan on

ma(ing an online pur"hase in the net si months @LFB&

So"ial media is not !et pla!ing mu"h o a role in inluen"ing

"onsumers' pur"hasing online# but online Saudis are most

li(el! to use su"h sites to help ma(e bu!ing de"isions& While

the maorit! on online "onsumers in the region are not more

li(el! to share a negati%e rather than a positi%e eperien"e

online# .g!ptians and Saudis are more li(el! than an! other inthe region& Online re%ie$s and opinions $ere most important

$hen bu!ing and resear"hing "ars# sot$are

and "onsumer ele"troni"s&

I am more li(el! to share @$rite about7T$eet#

re%ie$# et"&B a negati%e rather than a

positi%e produ"t eperien"e online/


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&iddle


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online

consu

mers

indica

te

t'e

'ave

never made

an online

purc'ase

3


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Countr! Abbre%iations Region Abbre%iations

Argentina AR )ala!sia ) A- Asia -a"ii"

Australia A )ei"o )P . .uropeAustria AT Netherlands NE EA Eatin Ameri"a


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nielsenco+&Cop!right Q 2010The NielsenCompan!& All rightsreser%ed& -rodu"edin the &S&A&

Nielsen and the Nielsen logo are trademar(s orregistered trademar(s o CT7ACNTrademar(s# E&E&C& 1071,31

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