1、1DigitalCommerceState of2YourPresentersRyanWilliamsDananRenVicePresident,ClientInsightsSVP,ClientInsightsandGTMEnablement3Agenda2023 Digital Commerce UpdateGrowth of Online GrocerySocial CommerceKey Takeaways12344Digital Commerce Data has Been Sourced from Comscores Consumer Panel and Ongoing Resear

2、chFOCUS OF THIS REPORT IS U.S.DATA IN 2023Mobile CommerceDollars spent online in non-travel retail categories,via both smartphone and tablet.Digital CommerceDollars spent online in non-travel retail categories,via desktop or mobile devices.Travel spending is not included in retail commerce5Connectin

3、g the dots to dollarsSection 162023Highest year of digital commerce everQ4 2023Highest quarter everTotal non-travel retail dollars spent online in 2023(desktop+mobile)Source:Comscore Digital Commerce Measurement,U.S.,2023The Number Youve Been Waiting ForA First Milestone for the Internet:U.S.online

4、retail spending surpassed1.3T$7Source:Comscore Digital Commerce Measurement,U.S.,2013-2023Dollars spent are not adjusted for inflation.Retail spending does not include TravelIn 2023,Consumers Spent$1 Trillion More in Online Retail Than They Did Just 10 Years AgoAnnual Total Digital Commerce Dollars

5、In Billions$235$268$305$364$437$528$615$705$904$1,09020000222023$1,2958Source:Comscore Digital Commerce Measurement,U.S.,2020-2023Dollars spent are not adjusted for inflation.Retail spending does not include TravelDigital Commerce Continues to be Buoyed by Q4 Which C

6、onsistently Accounts For 32%of Annual Spend 17%8%18%16%22%34%25%31%22%23%21%18%22%19%18%17%$109.4$108.2$115.9$144.6$133.2$142.3$141.9$180.3$158.2$169.8$170.5$204.7$189.7$206.4$202.8$247.8$52.1$47.8$57.3$70.1$64.3$67.4$73.9$101.0$81.8$87.5$90.5$127.5$103.4$99.1$104.1$141.4$161.5$156.0$173.2$214.7$197

7、.5$209.8$215.8$281.3$240.0$257.2$260.9$332.2$293.0$305.5$306.8$389.2 Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q42023Y O Y%C H A N G E I N T O T A L D I G I T A L C O M M E R C E$Total Digital Commerce MobileDesktop$1.3 TrillionBILLIONS($)9Source:Comsc

8、ore Digital Commerce Measurement,U.S.,Q4 2018-2023Inflation data:U.S.Bureau of Labor StatisticsAddressing a Common Question:High Inflation is not the Sole Driver of Growth in Retail Spending0%1%2%3%4%5%6%7%8%9%10%0%5%10%15%20%25%30%35%40%Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4200222023Quarterl

9、y U.S.Inflation RateYoY Growth in Retail Total Digital Spending0.95(0.44)1.00Correlation10Source:Comscore Digital Commerce Measurement,U.S,Q4 2022 Q4 2023Total Digital Growth was Very Similar to 2022,But Desktop was the Key Driver This Year a Shift that Started in Q223Q4 2022Q4 2023Desktop Retail Co

10、mmerce$204.7B$247.8BMobile Retail Commerce$127.5B$141.4BTotal Digital Retail Commerce$332.2B$389.2BMobile Share of Total Digital Spend38.4%36.3%Y-o-Y Growth Desktop+13.5%+21.1%Y-o-Y Growth Mobile+26.3%+10.9%Y-o-Y Growth Total Digital+18.1%+17.2%11Source:Comscore Digital Commerce Measurement,U.S.,Q4

11、2018-2023For Years,Mobile Spending Growth Propped Up the Digital Commerce Landscape,But The Trend Shifted In 2023YOY Change In Spending By Platform(Mobile Vs.Desktop Vs.Total Digital)0%5%10%15%20%25%30%35%40%45%50%Q419Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323Q423MobileDesktopTotal

12、 Digital12Source:Comscore Digital Commerce Measurement,U.S.,Q4 2018-Q4 2023After Reaching a High-water Mark of 38%in Q422,Mobile Share of Total Digital Commerce Receded in 2023M-commerce Share Of Total Digital Commerce Dollars29%28%29%32%32%32%31%33%33%33%32%34%36%34%34%35%38%35%32%34%36%Q418Q119Q21

13、9Q319Q419Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323Q42313Source:Comscore Digital Commerce Measurement,U.S.,2018-2023Despite Brands Pushing Deals Earlier and Earlier,Consumer Spending By Month Hasnt Changed Much Over The YearsMonthly Share of Holiday Consumer Spending(Total Digital)

14、D E C E M B E RN O V E M B E RO C TO B E R28%28%29%28%28%29%38%38%37%38%40%37%34%34%33%34%32%34%2002120222023#of Days Between Thanksgiving&Christmas32262829303114Retail:Category Deep DiveSection 215Source:Comscore Digital Commerce Measurement,U.S.,2022-2023Dollars spent are not adjusted f

15、or inflation.Retail spending does not include TravelOnline Grocery is by Far the Leading Spend Category,but Event Tickets Continues to See the Strongest GrowthT O P G R O S S I N G D I G I T A L C O M M E R C E C A T E G O R I E ST O T A L 2 0 2 3T O P G R O W I N G D I G I T A L C O M M E R C E C A

16、 T E G O R I E SY O Y (2 0 2 3 v s.2 0 2 2)$266BGrocery/Baby/Pet$204BApparel&Accessories$133BComputers&Peripherals$99BConsumer Electronics$93BFurniture&Appliances+55%Event Tickets+22%Flowers,Greetings&Gifts+22%General Services+22%Furniture&Appliances+22%Grocery/Baby/PetTOTAL DIGITAL COMMERCE 2023$1.

17、29T+19%YoY16Source:Comscore Digital Commerce Measurement,U.S,Q4 2019-Q4 2023The Event Ticket Category was Decimated by Covid,but Saw Incredible Recovery as Vaccines Became Readily AvailableYOY Change For The Event Tickets Category,By Platform-100%0%100%200%300%400%500%Q419Q120Q220Q320Q420Q121Q221Q32

18、1Q421Q122Q222Q322Q422Q123Q223Q323Q423MobileDesktopTotal Digital17Source:Comscore Digital Commerce Measurement,U.S,Q4 2019-Q4 2023With Mobile Fueling the Growth in the Event Tickets Category,We Now See 90%of All Spend Occurring on Mobile DevicesMobile Share of Total Digital Spend by Key Retail Catego

19、ryTotal RetailApparel&accessoriesGrocery/Baby/PetEvent Tickets45%32%89%36%Q419Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323Q42318Source:Comscore Digital Commerce Measurement,U.S.,Q4 2019 Q4 2023Grocery Spending on Mobile Devices Has Outpaced Apparel Since Q120Grocery/Baby/Pet Category

20、 Vs Apparel(Mobile Commerce)$10.7$24.2$7.3$28.6$5.0$12.6Q419Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323Q423APPAREL GROCERY/BABY/PET EVENT TICKETSB I L L I O N SQ120 was the first quarter any mobile retail category had higher spending than ApparelRANK:17RANK:319Source:Comscore Digita

21、l Commerce Measurement,U.S.,Q4 2019 Q4 2023Dollars spent are not adjusted for inflationCovid Drove a Major Shift In Online Spending in the Grocery Category and its Been the#1 Retail Category Ever Since$11.5$11.7$18.9$19.1$21.2$24.5$30.8$27.7$39.7$30.9$31.4$32.8$34.2$39.1$40.5$39.6$44.2$7.3$10.2$13.1

22、$13.6$13.1$12.7$12.3$15.4$18.7$17.7$19.7$22.3$29.8$24.9$23.8$25.2$28.6$18.8$21.9$32.0$32.7$34.3$37.2$43.1$43.1$58.4$48.5$51.1$55.1$64.0$64.0$64.3$64.8$72.9 Q42019Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q42023Grocery/Baby/Pet-TotalMobileDesktopBILLION

23、S($)+287%increase in online grocery spending since Q4 2019Rank4Rank120Shareablee Metrics&Trends,US*Retail Apparel&Accessories,US*Consumer Goods Food&Grocery,Category Total Actions,Facebook,Instagram,Twitter,January 2019-December 2023Indexing To Q1 2019,Food/Grocery Social Actions Have Grown at a Fas

24、ter Rate Than ApparelTotal Actions(FB,IG,TW)Index,Q1 2019=Base 100F O O D/G R O C E RYA P PA R E L/A C C E S S O R I E S0204060800Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q420022202321Social CommerceSection 322Comscore Social powered by Shareablee,Partnership Explorer,US Consumer

25、Goods&US Retail,Q3 and Q4,2023Engagement With Content Sponsored by U.S.Retailers&CPG BrandsActions Q3 To Q4 2023179.2MI N S T A G R A M23Comscore Social powered by Shareablee,Metrics&Trends,US Retail and US Consumer Goods,Video Views(Category Total),TikTok,2021,2023Engagement With Content Sponsored

26、by U.S.Retailers&CPG BrandsTikTok Views U.S.Retail&CPG 14.2B2 0 2 127.5B2 0 2 324Comscore Social,Content Pulse,Mentions“Amazon”,Instagram and TikTok,5000 posts,December 2023Comscore Social,Metrics and Trends,Video Views(Total),TikTok,December 2023Comscore Social,Metrics and Trends,Follower Growth(To

27、tal),TikTok and Instagram,2023Alix Ashley Earle83%who visited TikTokin past month also visited Amazon408.3k530M+78%+Number of actions on Alixs last 2 content pieces that mention the word“Amazon”from December 2023Number of views on TikTok just in December 2023Follower growth on TikTok and Instagram25

28、Comscore Social Powered by Shareablee,Trend Topics,US*Retail and US*Consumer Goods,Facebook,Instagram,Twitter,TikTok,Top 5000 posts,January 2021-December 2023Retail Keywords with Heightened Levels of Engagement Revolve Around Saving+142%2 0 2 1-2 0 2 3+208%2 0 2 1-2 0 2 3“Budget”“Bulk”+308%2 0 2 1-2

29、 0 2 3“Bargain”26Top 10 Social Brands During the Big Game2.6MTOTAL ACTIONS57.7MAVERAGEAUDIENCE6.0MTOTAL ACTIONS5.58MAVERAGEAUDIENCE1.1MTOTAL ACTIONS60.8MAVERAGEAUDIENCE554.9KTOTAL ACTIONS53.1MAVERAGEAUDIENCE381.4KTOTAL ACTIONS61.5MAVERAGEAUDIENCE333.1KTOTAL ACTIONS55.7MAVERAGEAUDIENCE322.

30、7KTOTAL ACTIONS54.5MAVERAGEAUDIENCE199.4KTOTAL ACTIONS35.9MAVERAGEAUDIENCE122.1KTOTAL ACTIONS57.6MAVERAGEAUDIENCE95.6KTOTAL ACTIONS55.0MAVERAGEAUDIENCE27Key TakeawaysSection 428Digital Retail Commerce Recorded another Trillion$YearTotal online retail spending in the U.S.reached nearly$1.3 trillion d

31、ollars in 2023,led by online grocery,apparel,and computers/peripherals.However,mobile spending as a share of total digital receded two percentage points to 36%in Q4 2023.29Online Grocery Continues Strong GrowthAfter becoming the top spending category in early 2020,online grocery has continued to lea

32、d in total spending.This category has shown strength on mobile,where it continues to be the highest-grossing category over apparel and accessories.30Digital&Social Commerce is the new store end caps Digital&Social have become critical elements to a post-covid store end cap display as more and more c

33、onsumers discover products online creating a threat for legacy brands and a tremendous opportunity for new brands in an Always On,ever-changing consumer world.Unmatched View Of Audiences Across Platforms181MDesktopScreens246MPhones/Tablets158MConnected TV Screens75M+TVScreens1 in 3 U.S.Households9 o

34、ut of 10 Desktop ScreensOver half of all mobile devices+70%of all Connected TVBig Data ScaleSpeed&AccuracyIntegration FootprintData as of February 2023STB data includes linear and on-demand20M+Social Brands/PublishersIn over 70 Countries32Thankyou!RyanWilliamsDananRenVicePresident,ClientInsightsSVP,ClientInsightsandGTMEnablement