1、 FLAGSHIP REPORT 2020 Commerce GlobalWebIndexs flagship report on the latest trends in commerce Each chart from our ongoing global research in this report contains a hyperlink that will bring you straight to the relevant question on our Platform, where you can investigate all data by demographics, o
2、ver time and among custom audiences. You can find the corresponding question to each chart in the right hand column, starting from left to right. Any charts which do not contain a hyperlink are from a GWI custom study. Custom study data is not available to explore on our Platform. RECREATE CHARTS FO
3、R YOURSELF Whats inside? 03 Introduction 04 Key insights 05 A new spending mindset 11 A turning point for commerce 19 The ecommerce landscape 23 Digital goods a custom recontact study from August 2020, conducted in the U.S. and UK only; as well as insights drawn from our new GWI USA dataset which su
4、rveys internet users aged 16+. INDEXES Throughout this report we refer to indexes. Indexes are used to compare any given group against the average (1.00), which unless otherwise stated refers to the global average. For example, an index of “1.20” means that a given group is 20% above the global aver
5、age, and an index of “0.80” means that an audience is 20% below the global average. 03 CommerCe Key insights 050604030201 Economic confidence saw a massive drop in Q22020. This is a sentiment felt most strongly in Europe, however, concern in other markets fluctuates just 7% of internet users in Chin
6、a expect their economy to get worse in the next 6 months; yet Chinese consumers are currently some of the most prudent in their spending habits. COVID-19 has had a global impact on commerce but its outcomes are highly diverse on a market-by- market basis. Every country had a different experience and
7、 this is reflected in their spending patterns; in the West, home and garden purchases ticked upward while purchases of experiential and travel services fell globally. The acceleration of online purchases will continue to surpass pre-pandemic levels, and is largely driven by existing online shoppers.
8、 While nearly half of all internet users plan to shop online more frequently after the pandemic is over, increased purchases are mainly down to existing online shoppers expanding the list of items they buy online, rather than new shoppers flooding into the market. Outside of China, online grocery sh
9、opping is the vertical thats seen the most explosive growth. The greatest increase in demand is seen in the U.S./Canada and major ecommerce platforms, notably Amazon, are looking to secure their cut of this demand. In the U.S./UK grocery subscriptions are slightly more popular than music streaming s
10、ervices. Theres clear demand for contactless payments as consumers increasingly look for safer ways to pay. Contactless payments have been accelerated by the pandemic. Their appeal is cross-demographic, but some of the strongest growth is from older consumers in Western countries; markets where grow
11、th has traditionally been hard-won. Global lockdowns encouraged people to expand their media consumption. Its boomers specifically who have obtained new preferences for the long term. While people engaged with a number of new media types at the start of lockdown, these have trended downward since Ma
12、rch. The only significant increases are for watching streaming services and using social media. Baby boomers have noticeably expanded their media consumption behaviors, opening up new ways for brands to engage with them in the online purchase journey. 04 CommerCe 01 Commerce A new spending mindset T
13、anking economic confidence In Q4 2019, 19% of internet users expected the economy in their country to get worse in the next 6months; by Q2 2020 this figure stood at36% but its a sentiment thats felt differently around the world. While consumers often feel detached from their own economies, those exp
14、ecting their personal finances to get worse has doubled in the same time frame (from 10% to 20%). And this is affecting how theyre spending. By mid August 2020, nearly 10 million employees have been placed on furlough in the UK and while the data in the U.S. is more difficult to analyze, its estimat
15、ed that 1 in 5 workers there are collecting unemployment benefits. As a result, consumers in these countries are adopting practices to save 3 in 10 have switched to buying a product from a different brand because they offer lower prices. While others are reevaluating their demands of ecommerce. Amon
16、g consumers who say that next-day delivery would increase their likelihood of buying a product, during COVID-19 30% say theyve allowed for longer delivery time if it saves them money. 7 in 10 internet users in Europe expect the economy in their country to get worse in the next 6months Brands must be
17、 aware that markets around the world are feeling the financial implications of the pandemic to different extents. In many cases they can no longer rely on brand loyalty financial incentives will likely be needed for many months, if not years to come. This financial conservatism has resulted in the a
18、doption of numerous money saving services including online auctions, online marketplaces, voucher apps, buy-now-pay-later schemes, and price comparison websites the latter of which 1 in 4 internet users in the U.S./UK have used in the last four months. Retailers should look to work alongside these p
19、roviders if they want to see out this storm. 06 CommerCe Tanking economic confidence Question: In the next 6 months, how do you think the following will change? Source: GlobalWebIndex Q4 2019 differing climates affected how we spent our time at home; and economic and technological advancements saw f
20、inancial implications and home working opportunities fluctuate on a country-by-country basis. Our research across 46 countries is consistent and harmonized meaning we can compare consumer behaviors between countries in a like-for-like manner. North America and Western Europe are typically service ec
21、onomies meaning theres a higher proportion of white-collar job sectors compared to more manufacturing-based economies in fast growth countries. As a result, a larger proportion of people were able to work remotely. Its here that we see small but unmistakable indications of consumers shifting their s
22、pend toward in-house or home improvement purchases, especially among younger people. These countries are in the temperate zone of the Northern hemisphere, as lockdown progressed from spring into summer, purchases of garden furniture and home exercise equipment also ticked upward. So while globally i
23、t was the most expensive and the most experiential products that saw the biggest fall in demand in Q2 2020, brands must be aware that global trends are by no means the complete story. Consumers around the world had varied experiences and this was reflected in their spending behaviors. YOUNGER GROUPS
24、 IN THE WEST ARE SPLURGING IN THE HOME % of 16-34s in Western Europe and North America who say they plan to buy the following in the next 6 months 10 CommerCe 02 Commerce A turning point for commerce Question: After the outbreak is over, do you think youll do any of the following? (Shop online more
25、frequently) Source: GlobalWebIndex Custom Research, April-July 2020 Base: 13,979 (April 22-27), 14,204 (May 19-26), a small, but statistically significant increase. In NorthAmerica this is even greater, growing from 21% to 31%. Theres also been considerable growth in APAC (excl. China), MEA, and Lat
26、Am. However, in China this has steadily decreased. In our COVID-19 April research we found that among UK internet users who said they plan to shop online more after the pandemic, half said theyre now more likely to order groceries online for home delivery in China, just 38% agreed. While online groc
27、ery shopping may be most developed in China, its becoming increasingly less popular. Whereas, in much of the world, COVID-19 continues to accelerate this trend. And these regional differences dont stop there. In the U.S., Canada, and Europe weve also seen above-average increases in online purchases
28、of electronics, household items, and personal care products. Its in these industries specifically where digital commerce behaviors have developed in leaps and bounds in recent months. ONLINE GROCERY PURCHASES AROUND THE WORLD | % of internet users who have purchased groceries online in the last mont
29、h circle Q3 2019 circle Q4 2019 circle Q1 2020 circle Q2 2020 Trends in online grocery shopping can offer valuable insights into future changes in broader ecommerce behaviors. Because its a high-frequency category, an increase in online grocery shopping can result in higher levels of familiarity and
30、 confidence in online shopping overall, and help to keep online options top-of-mind Simon Kemp, CEO while for food providers, the sheer convenience and access to different ingredients are major benefits particularly as cooking took off during lockdown. Our latest global data shows that two-thirds of
31、 consumers globally would rather own a product/service than pay to access it. This really tells us that people dont want a subscription for absolutely everything. And as the economic toll of COVID-19 continues, consumers will certainly be more selective about who they sign up with. POPULARITY OF SUB
32、SCRIPTION CATEGORIES % of internet users in the U.S./UK who would be interested in buying a monthly subscription to the following in the next 3-6 months TV streaming (e.g. Disney+, Netfl ix) Food/grocery service Music streaming (e.g. Spotify) Coffee Meal kit/recipe boxes (e. g. Hello Fresh, Blue Apr
33、on) Pet products (e.g. BarkBox) Clothes (e.g. StitchFix) Alcohol (e.g. craft beer) Personal grooming products (e.g. Dollar Shave Club) Beauty and cosmetics (e.g. Birchbox, IPSY) Educational/learning House plants (e.g. Horti, BloomBoxClub) Car subscription (e. g. Zipcar) 47% 31% 28% 24% 17% 17% 16% 1
34、4% 14% 14% 13% 8% 5% 26 CommerCe 05 Commerce The purchase journey Question: How do you typically find out about new brands and products? Source: GlobalWebIndex Q2 2020 Base: 179,219 internet users aged 16-64 EXPLORE DATA Brand discovery: a generation game Search engines (34%) and ads on TV (32%) con
35、tinue to stand apart as the top ways consumers discover brands. However, as time spent on different forms of media has increased in recent years, brand discovery through other channels is increasing also. This is predominantly true of younger consumers who have a more diverse mix of media consumptio
36、n. Gen Zs preferred methods of brand discovery lean more heavily on social media. Nearly a third of Gen Z discover brands via ads on this medium, compared to the average of just 27%. That said, social media is not just a Gen Z obsession, ads seen via this platform feature in the top 7 ways in which
37、both millennials and Gen X also typically discover new brands and products. And brand discovery on social media goes beyond solely traditional advertising influencer marketing and expert video-based content also play a key role. For instance, this year 17% of Gen Z have discovered a new brand/produc
38、t from a vlog and 19% have done so via endorsements by celebrities or well-known individuals. Our recent report in partnership with Influencer found that among consumers who follow influencers in the U.S./UK, the top 3 things they value from discovering products through creators are: seeing the prod
39、uct in action (40%); finding products they wouldnt have otherwise (35%); and offers/promotions (30%). Between Q3 2019 and Q2 2020, we also see an uptick in baby boomers discovering ads through websites, ads seen on social media, recommendations/comments on social media, and ads seen before online vi
40、deos or TV shows start to play. As this group absorbs more media, brands have a greater opportunity to position themselves for discovery and ensure theyre providing an up-to-date and targeted marketing mix. TOP 7 WAYS TO DISCOVER BRANDS | % of global internet users in each generation who discover br
41、ands via. 31%Search engines 31%Ads seen on social media 30%Ads seen on TV 28%Word-of-mouth recommendations 27%Brand/product websites 27%Recommendations on social media 26%Ads seen on websites 33%Search engines 30%Ads seen on TV 28%Ads seen on social media 28%Word-of-mouth recommendations 27%Brand/pr
42、oduct websites 25%Recommendations on social media 25%Online retail websites 36%Search engines 35%Ads seen on TV 31%Word-of-mouth recommendations 26%Brand/product websites 25%Online retail websites 24%In-store displays or promotions 24%Ads seen on social media 41%Ads seen on TV 39%Search engines 37%W
43、ord-of-mouth recommendations 28%In-store displays or promotions 25%Online retail websites 24%Brand/product websites 23%TV shows/films Gen Z (16-23)Millennials (24-37)Gen X (38-56)Baby Boomers (57-64) 28 CommerCe Question: Which of the following actions have you done online in the past month? Source:
44、 GlobalWebIndex Q2 2020 Base: 125,195 internet users aged 16-64 EXPLORE DATA Brand research in a social media era While 47% of consumers describe themselves as loyal to the brands they like, a greater proportion (55%) research a product online before buying it. As the internet and social media espec
45、ially has opened up new ways to research brands or products online, they can no longer solely rely on loyalty. Instead, they must look to compete with competitors in the online research journey. The go-to research channel is search engines (53%), however social networks take second place (44%) and t
46、hey continue to grow. Gen Z leads the pack here for them social networks have overtaken search engines as the most popular method. But even among baby boomers, 1 in 4 now use social networks to actively learn more about a brand. Further evidence of their evolving media mix. Online research is also n
47、ot just for high-cost products. While 34% of internet users have researched electronics online before purchasing in the last month, 29% did this for grocery products and 26% did so for personal care products. Ultimately, brands across all industries at every price-point have a high percentage of the
48、ir audience researching products online before purchasing. Therefore, they should be looking to use their online profiles to engage their audience and win them over. While visiting a brands website is by far the top way consumers interact with brands online, other opportunities to engage with them s
49、hould not be overlooked especially as they may be more appropriate for certain audiences. For instance, North American consumers are 29% more likely to read an email from a brand, while in Latin America theyre 27% more likely to ask a question to a brand on social media. Very few brands seem to be optimizing their social content for these social search activities, but the good news is that even simple changes can increase a brands visibility in social search, such as adding more generic hashtags to social media posts, in addition to brand or pro
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