% OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD
Cars/a
utom
obile
s
Fabric
cond
itione
r
Laun
dry d
eter
gent
Air fre
shen
er/ca
re p
rodu
cts
Wine
/spirit
sBee
r
Pet fo
od
Mot
orcy
cle
Health
care
and
pha
rmac
eutic
al pr
oduc
ts
Satell
ite/ca
ble T
V
Bluray
play
er
Netbo
ok (<
10" s
cree
n)
Whit
e go
ods
Flat sc
reen
TV
Lapt
op (>
10" s
cree
n)
DVD play
er
Furnit
ure/
hom
e eq
uipm
ent
Sports
equ
ipmen
t
Tablet
dev
ice
Financ
ial p
rodu
ct
Games
cons
ole
Ebook
/Ere
ader
Porta
ble m
edia
playe
r
Broad
band
/hi-s
peed
Inte
rnet
Holida
y (in
my o
wn co
untry
)
Perso
nal it
ems
Mob
ile p
hone
Deskto
p co
mpu
ter
Holida
y (ab
road
)
Films
A gift
for s
omeo
ne
Shoes
Mus
ic
Trave
l
Clothe
s
Books
0%
10%
20%
30%
40%
50%
60%
% of Purchases Transacted Online
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.
Source: GlobalWebIndex Q4 2012 Which of the following actions have you performed on your mobile phone ? (% of the audience)
CHINA AND SOUTH KOREA LEAD IN MOBILE PHONE PURCHASE
Chi
naS
outh
Kor
eaH
ong
Kon
gS
wed
enIn
dia
Indo
nesi
aTa
iwan
Sin
gapo
reV
ietn
amA
rgen
tina
Thai
land
Mal
aysi
aP
olan
d
UK
Bra
zil
Fran
ceJa
pan
Turk
eyG
erm
any
UA
EM
exic
oS
audi
Ara
bia
Spa
inU
SA
Italy
Rus
sia
Aus
tralia
Sou
th A
frica
Net
herla
nds
Phi
lippi
nes
Can
ada
0%
10%
20%
30%
40%
50%
60%
Online Purchase via Mobile Phone
Markets mapped by % purchase online via a PC V % purchase online via mobile or tabletSource: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
PC PURCHASING V MOBILE PURCHASING: CHINA STANDS ALONE
20% 30% 40% 50% 60% 70% 80%5%
10%
15%
20%
25%
30%
35%
40%
45%
USA(139m)
Canada(13m)
Russia(26m)
SouthAfrica(3m)
Netherlands (6m)
France(19m)
Spain (12m)
Italy(13m)
UK(28m)
Sweden (3m)
Poland(12m)
Germany(35m)
Mexico(17m)
Argentina (14m)Brazil(41m)
Malaysia (8m)
Australia(10m)
Indonesia(27m)
Philippines(12m)
Singapore(1m)
Thailand (8m)
Japan(63m)
South Korea(28m)
Vietnam(15m)
China(379m)
Turkey (20m)
India(65m)Hong Kong (2m)
Taiwan (9m)
Saudi Arabia(4m) UAE
(1m)
% Purchase Online Via PC
% M
ulti
platf
orm
Pur
chas
ing
TRADITIONAL PC MARKETS
MOBILE FIRST – LEAPFROG MARKETS
Bubble size indicates the population of online buyers (all access points)
HOW TO READ: INDIA HAS 65m USERS WHO PURCHASED A PRODUCT ONLINE IN THE PAST MONTH. 52% PURCHASED VIA PC AND 24% VIA MOBILE / TABLET. DUE TO THE HIGH MOBILE PURCHASE AND RELETIVELY LOW PC THEY ARE GROUPEDIN “MOBILE FIRST”
INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY
Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77% OF INTERNET USERS IN THE MARKET HAVE PUBLISHED ONLINE ABOUT A PUCHASE IN THE PAST MONTH.
40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%
40%
50%
60%
70%
80%
90%
100%
USA(139m)
Canada(13m)
Russia(26m)
South Africa(3m)
Netherlands (6m)
France(19m)
Spain (12m)
Italy(13m)
UK(28m)
Sweden (3m)
Poland(12m)
Germany(35m)
Mexico(17m)
Argentina(14m)
Brazil(4m)
Malaysia(8m)
Australia(10m)
Indonesia (27m)Philippines(12m)
Singapore(1m)
Thailand (8m)
Japan(63m)
South Korea(28m)
Vietnam (15m)
China(379m)
Turkey (20m)
India(65m)
Hong Kong(2m)
Taiwan (9m)Saudi Arabia
(4m)UAE(1m)
% of Internet Users that Purchase Online Via PC / Mobile / Tablet
% o
f Onl
ine
buye
rs in
volv
ed in
Pos
t-Pu
rcha
se In
fluen
ce
INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY
40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%
40%
50%
60%
70%
80%
90%
100%
USA(139m)
Canada(13m)
Russia(26m)
South Africa(3m)
Netherlands (6m)
France(19m)
Spain (12m)
Italy(13m)
UK(28m)
Sweden (3m)
Poland(12m)
Germany(35m)
Mexico(17m)
Argentina(14m)
Brazil(4m)
Malaysia(8m)
Australia(10m)
Indonesia (27m)Philippines(12m)
Singapore(1m)
Thailand (8m)
Japan(63m)
South Korea(28m)
Vietnam (15m)
China(379m)
Turkey (20m)
India(65m)
Hong Kong(2m)
Taiwan (9m)Saudi Arabia
(4m)UAE(1m)
% of Internet Users that Purchase Online Via PC / Mobile / Tablet
% o
f Onl
ine
buye
rs in
volv
ed in
Pos
t-Pu
rcha
se In
fluen
ce
Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
Online influence drives offline purchase
Social commerce leaders: e-Commerce is critical and
consumer feedback will play an influential role in decision
making
e-Commerce plays a critical role in overall shopping behaviour but consumer feedback is low
Traditional retail is still dominant and post-purchase
influence is rare
ONLINE RESEARCH V ONLINE PURCHASE: TO PUT IT ANOTHER WAY
Laundry detergentFabric conditioner
BeerAir freshener/care products
MusicPet food
BooksClothes
Wine/spiritsA gift for someone
Personal itemsShoesFilms
TravelHealthcare and pharmaceutical products
Broadband/highspeed internetEreader
Financial productSports equipmentSatellite/cable TV
DVD playerPortable media player
Holiday (abroad)Games console
BlurayFurniture/home equipment
Holiday (in my own country)Desktop computer
Netbook (<10" screen)White goods
Tablet device e.g. iPadMobile phone
MotorcycleLaptop (>10" screen)
Flat screen TVCars/automobiles
0 50 100 150 200 250 300 350
Index of number of category “Researchers” V “Online Purchasers”
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
HOW TO READ: FOR CARS AUTOS THERE ARE 350% MORE ONLINE RESEARCHERS THAN BUYERS . THIS MEANS THAT ONLINE HEAVILY IMPACTS OFFLINE PURCHASES
MORE LIKELY TO IMPACT OFFLINE PURCHASE
MORE ONLINE PURCHASE THAN RESEARCH = IMPULSIVE CATEGORIES