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WHAT THE Y BUYTOP 3 CATEGORIES
OMNICHANNELSHOPPERS
BROWSE AND BUYONLINE AND OFFLINE
FASHION65%
PERSONALCARE 65%
41%
ONLINESHOPAHOLICS
BROWSEONLINE
BUYONLINE
FASHION33%
TRAVEL33%
IT ANDMOBILE
33%
17% 12%
GROCERYF&B82%
OMNICHANNELSHOPPERS WEBROOMERS
BUYOFFLINE
BUYOFFLINE
BROWSEONLINE AND OFFLINE
GROCERYNON-FOOD
56%
PERSONALCARE57 %
GROCERYF&B75%
WEBROOMERS
TOP 3 INFLUENCERS
PRINT16%
AD INOFFLINE STORE
13%
FA MILY/FRIENDS’RECOMMENDATION
29%
SE ARCH ENGINE12%
FA MILY/FRIENDS’RECOMMENDATION
22%
RETAILER WEBSITE13%
ONLINE OFFLINE
FA MILY/FRIENDS’RECOMMENDATION
25%
SE ARCH ENGINE12%
RETAILER WEBSITE9%
FA MILY/FRIENDS’RECOMMENDATION
21%
PRINT30%
AD INOFFLINE STORE
10%
WHAT INFLUENCES THEM
MILLENNIAL GEN-X
GROCERY F&B
GROCERY NON-FOOD
PERSONAL CARE
FASHION
BOOKS/STATIONERY 27%
74%54%
52%
50%
FASHION
TRAVEL
EVENT TICKETS 28%
IT & MOBILE 26%PERSONAL CARE 23%
50%40%
GROCERY F&B
PERSONAL CARE
GROCERY NON-FOOD
FASHION 49%BOOKS/STATIONERY 31%
80%66%
62%
TRAVEL
FASHION
IT & MOBILE 34%
PERSONAL CARE 26%EVENT TICKETS 22%
38%36%
WHAT THEY BUY – LAST PURCHASE BASED ON ONLINE BROWSING (PAST 3 MONTHS)
FEM ALE (59%)SINGLE (62%)HH SIZE ( AVG 4 .03)
AGE 20–34 AGE 35–49
FEM ALE (5 4%)SINGLE (27 %)
HH SIZE ( AVG 3 .69)
OFFLINE OFFLINE
ONLINE ONLINE
46%OMNICHANNELSHOPPERS
WEBROOMERS11%
ONLINE SHOPAHOLICS16%
39%OMNICHANNELSHOPPERS
WEBROOMERS10%
ONLINE SHOPAHOLICS19%
WHOSHOPPERS
HOWSHOPPING
NOWSHOPPORTUNITIES
NOWSHOPPORTUNITIES
ENGAGE EACH SHOPPER SEGMENT NOW
Target
Shoppingbehaviours
Categories
Millennialsand Gen X
Activate
Channels browsed
Shopper activitiespre- and post-purchase Strategise
Awareness andtrial focus
Blended physical anddigital retailing tactics
GET TO KNOW MILLENNIAL AND GEN-X SHOPPERS
Source: Nielsen Bricks & Clicks Shopper Trends – Singapore 2015
ONLINESHOPAHOLICS
BRICKS & CLICKS SHOPPER TRENDS
www.nielsen.com/singapore
SINGAPORE 2015
Contact Fiona Lee at [email protected] for more information on Nielsen’s