1、CONNECTED COMMERCE Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. NOVEMBER 2018 2 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CONNECTIVITY IS ENABLING LIFESTYLE EVOLUTION Today, 4 billion1 people (53%

2、of the global population) are connected to the internet, and nearly all of them (92.6%1) do so using their mobile devices. Everyday, 85% of users (3.4 billion) connect to the internet and spend, on average, six and a half hours online. Consumers are spending more time, with increasing frequency, on

3、an expanded range of diverse digital activities. It is undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers lifestyles well into the future. The “connected life”

4、is well established and the proliferation of access and utility continues to transform how consumers incorporate information, interfaces and exchanges, not only to simplify their lives, but also to add flexibility and personalization, into their increasingly demanding lives. Conventional connected u

5、sage has multiplied across communication platforms, social engagement spaces, information portals, financial transactions, gaming and video content, to include a burgeoning appetite for online shopping. Companies recognize the influence and impact that their online presence (via branded digital prop

6、ertieswebsites, advertising and social media) has had on their in-store sales growth, and for other companies this sparked the origins of e-commerce retailing. Development in retailing has quickly become greater in scope than either the physical or virtual store. Success and sustained growth for man

7、ufacturers and retailers will be about creating strategic advantages across converged channels, touchpoints and experiences along the path to purchase, in both developed and developing markets, and evolved and emerging categories. E-commerce advancement hinges on the consumerstheir online usage beha

8、vior and habits, adoption drivers, tipping points and challenges. The Nielsen Connected Commerce report provides insights into the global connected consumer, shopping traits, category evolution and barriers, to identify future growth prospects. 3 Copyright 2018 The Nielsen Company (US), LLC. Confide

9、ntial and proprietary. Do not distribute. PAVING THE WAY FOR E-COMMERCE Connectivity today brings the convenience of hassle-free shopping - anytime, anywhere. At no point in time could this be more apt than now, considering the merging of multiple factors impacting the complexity of consumers livesa

10、nd shaping new found shopping experiences. Busy City Dwellers urban, on-the-go lifestyles call for simpler, quicker and easier ways to perform regular shopping activities. Retail Transformation new players, investment in technology and beyond- the-border retailers have opened up additional avenues t

11、o browse and buy. Native Digital Shoppers Generations Y (Millennials) and Z, accustomed to using digital devices and services, are early adopters of e-commerce. Global online sales in 2017 totaled US$2.3 trillion2 or 10.2% of total retail sales and is expected to reach 17.5% by 2021. Online retail d

12、evelopment correlates strongly with constantly improving internet access, especially in mobile-first communities. With connectivity and digital development exploding in Asia, it is no surprise that the fastest growing e-commerce markets are located there. In 2019, online retail trail blazer, Amazon,

13、 will turn 25 years old. It is easy to overlook the fact that e-commerce is still in a nascent stage, despite considerable advances in online retail subscriptions, augmented and virtual reality services, addressable, personalized advertising, mobile connected payments and drone delivery. With contin

14、ued technological innovation ecommerce growth is set to outpace traditional formats for years to come. Around the globe, the number of consumers who are connected and making online purchases will continue to multiply every year as newly connected consumers enter the online retail environment. THE CO

15、MBINATION OF EXISTING CONNECTED CONSUMERS SPENDING MORE, MORE OFTEN, AND NEWLY CONNECTED CONSUMERS PURCHASING FOR THE FIRST TIME WILL PROPEL E-COMMERCE GROWTH. 4 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. TOP ONLINE CATEGORY PURCHASING % Global Con

16、sumers Claimed Purchasing, 2018 FASHION TRAVEL BOOKS & MUSIC IT & MOBILE EVENT TICKETS STARS AND STARTOUTS In markets around the world categories such as travel, entertainment (books, music, events) and durable goods (fashion, IT/mobile, electronics) are the front runners for consumers to enter the

17、online retail sphere. After two decades of e-commerce retailing, these categories have higher online purchasing penetration and frequency of purchasing than most consumer goods categories. The ability to search and compare product and service specifications, product availability and prices, as well

18、as access to products from beyond home borders, has contributed to the success of these categories. Additionally, for many durable goods, entertainment and service categories, consumers make a one-time purchase or replenish less frequently than they do for most fast-moving consumer goods (FMCG) cate

19、gories. While the individual transaction value may be higher, these combined factors have made them more attractive to consumers to experiment with. Consumers are, however, also looking for e-commerce options for an increasing range of categories, as their more immediate needs for convenience and ea

20、se expand. The availability of suppliers, quality products, broader assortment, competitive pricing, alternative fulfilment and delivery, payment options, simpler website/ application interfaces and increasing user trust and confidence are all aligning to entice more consumers online, more often. Th

21、ese factors point to significant opportunities for FMCG categories, which need to be replenished weekly or daily, and take up a sizeable portion of consumers time to shop in physical stores. 61% 59% 49% 47% 45% CATEGORY PERFORMANCE 5 Copyright 2018 The Nielsen Company (US), LLC. Confidential and pro

22、prietary. Do not distribute. AFRICA & MIDDLE EAST FASHION 38% TRAVEL 38% IT & MOBILE 31% NORTH AMERICA TRAVEL 55% BOOKS & MUSIC 55% FASHION 54% SIMILARITY IN REGIONAL ADOPTION The trajectory of e-commerce categories has followed similar evolutionary paths in markets around the world. The categories

23、with the highest online purchasing penetration are comparable across the regions, albeit at differing levels, depending on the markets development factors. Markets at earlier stages of e-commerce development, such as Latin America, Africa/Middle East and parts of Southeast Asia, are still growing pu

24、rchasing penetration across services, entertainment and durables categories, while more established ecommerce markets enjoy increasing online purchasing incidence and frequency, as well as expansion into consumables categories. ONLINE PURCHASING TOP 3 CATEGORIES BY REGION % Global Consumers Claimed

25、Purchasing, 2018 ASIA PACIFIC TRAVEL 70% FASHION 69% IT & MOBILE 55% EASTERN EUROPE FASHION 53% TRAVEL 44% EVENT TICKETS 44% WESTERN EUROPE TRAVEL 62% FASHION 57% BOOKS & MUSIC 54% LATIN AMERICA TRAVEL 47% FASHION 44% BOOKS & MUSIC 41% Source: Nielsen Connected Commerce Global Survey 2018 CATEGORY P

26、ERFORMANCE 6 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. FRESH GROCERY PACKAGED GROCERY HOME CARE MEDICINE/ HEALTH VIDEO GAMING ASIA PACIFIC 35%5% 40%4% 30%3% 37%3% 29%3% PACKAGED GROCERY MEDICINE/ HEALTH ALCOHOLIC BEVERAGES ALCOHOLIC BEVERAGES VIDE

27、O GAMING NORTH AMERICA 31%3% 19%2% 25%1% 9%1% FASHION EVENT TICKETS RESTAURANT DELIVERIES RESTAURANT DELIVERIES TRAVEL PERSONAL CARE EASTERN EUROPE 49%4%34%2% 41%4% 40%4% 24%3% 33%3% PERSONAL CARE FURNITURE CONSUMER ELECTRONICS MEDICINE/ HEALTH WESTERN EUROPE 28%2% 2%18% 36%2% 22%1% FASHION VIDEO GA

28、MING RESTAURANT DELIVERIES PERSONAL CARE BABY & CHILDREN AFRICA AND MIDDLE EAST 35%3%28%4% 17%3% 22%2% 23%2% 10%2% PERSONAL CARE PET TRAVEL HOME CARE LATIN AMERICA 9%3% 3%10% 42%2% 9%2% 2017CHANGE 2018 CATEGORY PERFORMANCE Markets in North America, Pacific and North Asia are benefitting from increas

29、es in online purchasing in FMCG categories personal, health and household care, as well as packaged grocery products. Strong online purchasing markets, China and South Korea, are further advancing from e-commerce growth in dry and fresh grocery products. The growing acceptance of edible consumable p

30、roducts highlights the transforming FMCG dynamics and opportunities for markets around the world in the years ahead. ONLINE PURCHASING - EVOLVING PRODUCT CATEGORIES BY REGION % Global Consumers Claimed Purchasing, 2017 - 2018 Source: Nielsen Connected Commerce Global Survey 2018 7 Copyright 2018 The

31、 Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. RESTAURANT/ MEAL KIT DELIVERY PACKAGED GROCERY FOOD MEDICINE/ HEALTH CARE FRESH GROCERIES BABY/CHILDRENS PRODUCTS WINE/ALCOHOLIC BEVERAGES PET FOOD 31%2% 27%3% 25%2% 24% 18% 2% 2% 16%2% 14%2% ENTERTAINMENT Event Tickets, Bo

32、oks, Music, Video/Gaming SERVICES Travel, Restaurant/Meal Kit Deliveries, Flowers/Gifts DURABLES Fashion, Furniture/Dcor, Electronics, IT/Mobile FMCG Dry/Fresh grocery, Beauty/ Personal, Household, Health, Pet, Baby, Alcoholic Beverages 61% 30% 10% 14% 30%56% 22% 40% 38% 32% 37% 32% CATEGORY PERFORM

33、ANCE The need for efficiency in consumers lives will be an essential determinant in driving further growth in online purchasing. This is already evident in the largest increases in online purchasing, over the last year, coming from consumables categories. Packaged grocery penetration increased by th

34、ree percentage points and fresh groceries, restaurant/meal kit deliveries, medicine/health care, products for babies/ children, pet food and wine/alcoholic beverages all increased by two points. As consumers gain confidence in purchasing online, shopper penetration, volume and frequency of online pu

35、rchases have continued to grow, and the relationship between online and in-store shopping has started to shift in favor of online activity for more mature categories. Consumers indicate that they are purchasing entertainment (61%) and services (56%) categories more often online than in- store. Durab

36、le categories have a greater proportion of consumers (40%) purchasing online and in- store at the same frequency as augmented and virtual reality services become more widely available. As consumers are increasingly able to realistically “try-out” clothing and furniture in their home environments the

37、 frequency is likely to tip in favor of further online shopping. INCREASES IN ONLINE CONSUMABLE CATEGORY PURCHASING % Global Consumers Claimed Purchasing, 2017 vs. Change in 2018 2017CHANGE 2018 MORE ONLINEABOUT THE SAMEMORE IN-STORE ONLINE PURCHASING INCIDENCE % Global Consumers Claimed Purchasing

38、Frequency, 2018 Source: Nielsen Connected Commerce Global Survey 2018 Source: Nielsen Connected Commerce Global Survey 2018 8 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CANADA 2% COLOMBIA 1% SOUTH AFRICA 1% SWEDEN 2.5% NORWAY 1% DENMARK 2.1% UK 6.3

39、% FRANCE 6.1% SPAIN 1.2% PORTUGAL 1% TURKEY 2% UAE 1% INDIA 1% RUSSIA 1% NEW ZEALAND 2.9% THAILAND 1% MALAYSIA 2.2% SINGAPORE 3% INDONESIA 1% AUSTRALIA 3% JAPAN 4.9% SOUTH KOREA 18% TAIWAN 5.6% CHINA 16% NETHERLANDS 1.5% BELGIUM 1.4% GERMANY 1% POLAND 1% SWITZERLAND 1.8% ITALY 1.7% ARGENTINA 1% BRAZ

40、IL 1% MEXICO 1.5% US 5.4% ONLINE FMCG IS GAINING MOMENTUM FMCG PERFORMANCE “THE PATH OF E-COMMERCE GROWTH IN SOUTH KOREA WAS SIMILAR TO WHAT WE ARE SEEING IN MANY MARKETS TODAY. INITIALLY THERE WAS HIGHER PENETRATION IN TRAVEL AND FASHION, BUT AS CONSUMERS BECAME MORE FAMILIAR AND CONFIDENT, AND RET

41、AIL OFFERINGS IMPROVED, THEY VENTURED INTO BEAUTY, INFANT PRODUCTS AND GROCERIES, AND THEN INTO AREAS THAT MANY THOUGHT WOULDNT SUCCEED IN E-COMMERCE, SUCH AS FRESH PRODUCE. TODAY SOUTH KOREAN ONLINE FMCG SALES ACCOUNT FOR 18% COMPARED TO 6%-7% GLOBALLY - THE TRANSFORMATION AND OPPORTUNITIES ARE CLE

42、ARLY EVIDENT” Ji Hyuk Park - E-Commerce Leader, Nielsen Korea FMCG e-commerce has masses of potential in the majority of markets around the world. Nielsen reviewed 34 global markets and current online sales account for 6-7% of FMCG sales, but compound annual growth (+22%) over the next five years wi

43、ll outpace offline retail sales (+4%) and global GDP growth (+3%) by nearly five times3. By 2022, FMCG e-commerce will swell to in excess of US$400 billion and comprise 10-12% of all FMCG sales3. Online FMCG sales will grow twice as fast in developing markets compared to developed nations. *Regions

44、highlighted in blue indicate advanced online FMCG market conditions. Source: Nielsen Future Opportunities in FMCG e-commerce report, September 2018 ONLINE FMCG SALES FOR GLOBAL MARKETS 9 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. ASIA PACIFIC WESTE

45、RN EUROPE EASTERN EUROPE AFRICA & MIDDLE EAST LATIN AMERICA NORTH AMERICA NOT BUYING ONLINE, BUT WILL CONSIDER BOUGHT IN THE PAST, BUT NOT RECENTLY 26% 24% 34% 29% 42% 32% 15% 11%30% 8% 7% 9% 11% 4% GLOBAL The growth potential and opportunities for FMCG manufacturers and retailers are reinforced by

46、the increasing purchasing rates of categories, as well as by consumers online purchase intentions for the coming year. On average, 26% of global online shoppers purchased FMCG products in the last year, representing a 2% increase compared to 2017, and in 2018 one third of consumers say they are now

47、purchasing more often online than in-store. Seventeen percent of consumers are purchasing FMCG products on a regular basis, while 11% have previously purchase online, but not recently. In addition, 30% of consumers are not currently buying groceries online but are willing to consider doing so in the

48、 near future. In developing markets this intent is just as important, with 29% of African and Middle Eastern consumers and 42% of Latin American consumers open to online purchasing. FMCG PERFORMANCE A CONSIDERABLE 41% OF POTENTIAL CONSUMERS COULD BE ENTICED ONLINE, OR BACK ONLINE FOR FMCG PRODUCTS,

49、SUCCESS WILL BE DEPENDENT ON INFRASTRUCTURE AND RETAIL ENABLEMENT. Source: Nielsen Connected Commerce Global Survey 2018 CONSUMER OPENESS TO ONLINE PURCHASE % Global Consumers Claimed Purchasing, 2018 10 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. SAME DAY REPLACEMENT FOR PRODUCTS NOT MEETING EXPECTATIONS REFUNDS FOR PRODUCTS NOT MEETING EXPECTATIONS FRESHNESS LABELS DETAILED PRODUCT D