State of the Canadian Retail Consumer Presented by comScore
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State of the Canadian Retail Consumer Presented by comScore

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Looking to understand the consumers that visit your website before heading into the holiday season? Then this meetup topic is for you. Darrick Li from comScore will be leading our meetup on Thurs Oct ...

Looking to understand the consumers that visit your website before heading into the holiday season? Then this meetup topic is for you. Darrick Li from comScore will be leading our meetup on Thurs Oct 10th for an in depth discussion around the state of the Canadian retail consumer. From reach to unique visitors, and engagement - we'll be picking a part what the retail scene is like in Canada from an analytical stand point.

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State of the Canadian Retail Consumer Presented by comScore State of the Canadian Retail Consumer Presented by comScore Presentation Transcript

  • © comScore, Inc. Proprietary. State of the Canadian Retail Consumer Meetup How are Canadians Interacting with Retail Today? Darrick Li, Account Manager | October 10, 2013
  • © comScore, Inc. Proprietary. 2 Agenda • Introductions and Preface • A little bit about • Retail Trends • E-Commerce Trends • Mobile Commerce Trends • Discussion, Discussion, Discussion
  • © comScore, Inc. Proprietary. 3 Objectives for Today 1 2 3 Help you understand what is happening in Online Retail today in Canada (data-backed) Create a discussion and longer-term conversation about some of the challenges with Online Retail in Canada Bring some of your experiences and expertise to the table to drive some insights for everyone Provide an understanding of how comScore plays a role in measuring the Online Retail space Conclude at 7:00pm 4 5
  • © comScore, Inc. Proprietary. 4 The digital world is complex
  • © comScore, Inc. Proprietary. 5 comScore brings it together… TabletPC/Mac TV SmartphoneGaming We are an internet technology company that measures what people do as they navigate the digital world and turn that information into insights and actions for our clients to maximize the value of their digital investments.
  • © comScore, Inc. Proprietary. 6 comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior Online Advertising Video Search Demo- graphic Profiles Online Behavioral Profiles E-Commerce Website and App Usage PC Smart phone TV Tablet Gaming POS Server V0113
  • © comScore, Inc. Proprietary. 7 Providing Analytics For More Than 2,100 Clients Globally Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology V0113
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. E-Commerce in Canada Opening Thought
  • © comScore, Inc. Proprietary. 9 $22,308,090 $20,305,387 Dollars (000) 2011 2012 Source: comScore, Inc., Custom Reporting, CA, Person: 2+, Annual Aggregate 2012 vs. 2011 E-Commerce spend and transactions in Canada increased 10% & 17% respectively year over year 105,372 90,016 Transactions (000) +10% +17% E-Commerce Dollars are growing at a pace of 10% in Canada, but growing at 16% in the US – why do you think that is happening? 1
  • © comScore, Inc. Proprietary. 10 Leading Canadian Retailers Dx3 Whitepaper “The War of $18.12” Are small businesses lacking the e-commerce infrastructure that some of these larger retailers can afford? 2
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. The Online Retail Category in Canada
  • © comScore, Inc. Proprietary. 12 Visitation Snapshot on Retail in Canada Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Ending Jun 2013 337.8M Unique Visitors % Reach Total Hours Total Pages Viewed Total Visits Avg. Minutes per Visit Avg. Pages per Visit 23.5M 3.1B 5.3 29.7 83.8 9.3
  • © comScore, Inc. Proprietary. 13Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Ending Jun 2013 Canadian Retail Demographic Breakdown 18.7% 11.8% 16.6% 16.3% 16.7% 20.0% 2-17 18-24 25-34 35-44 45-54 55+ 8.9% 9.6% 17.0% 13.5%17.7% 33.3% Less than $25K $25,000 - $39,999 $40,000 - $59,999 $60,000 - $74,999 $75,000 - $99,999 More than $100K British Columbia 13.6% Prairies 17.4% Ontario 40.1% Quebec 22.3% Atlantic 6.6% Household Income (CAD)Region Age 51.0% 49.0% Gender
  • © comScore, Inc. Proprietary. 14Source: comScore Inc., Media Metrix, CA, Home & Work, Persons; 2+, Jun 2012 – Jun 2013 Retail Visitation has Plateaued 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 0 5,000 10,000 15,000 20,000 25,000 30,000 TotalVisits(000) TotalUniqueVisitors(000) Total Unique Visitors (000) Total Visits (000)0% YoY +1% YoY Is this reflective of your visitation to Online Retail?3
  • © comScore, Inc. Proprietary. 15Source: comScore Inc., Media Metrix, CA, Home & Work, Persons; 2+, Jun 2012 – Jun 2013 Visitation Trends within Retail in Canada by Sub-Category 10,000 20,000 30,000 40,000 50,000 60,000 TotalVisits(000) Comparison Shopping Computer Hardware Computer Software Retail - Movies Department Stores Apparel Consumer Electronics Home Furnishings Sports/Outdoor Consumer Goods Tickets Health Care Books Jewelry/Luxury Goods/Accessories Retail - Food Retail - Music Fragrances/Cosmetics Mall Flowers/Gifts/Greetings -17% YoY -19% YoY -3% YoY +46% YoY +11% YoY -1% YoY -2% YoY +49% YoY -10% YoY +16% YoY -7% YoY -17% YoY -21% YoY -5% YoY +29% YoY -21% YoY +2% YoY +102% YoY -45% YoY
  • © comScore, Inc. Proprietary. 16 NOTE: Domains ranked by Total Unique Visitors (000) June 2013 Source: comScore, Inc., Media Metrix, Canada, Home & Work, Persons 2+, Jun. 2012 – Jun. 2013 The Retail Category in Canada – Top 10 Retail Domains 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 TotalUniqueVisitors(000) AMAZON.COM* APPLE.COM KIJIJI.CA Buy & Sell IMDB.COM* AMAZON.CA WALMART.CA CANADIANTIRE.CA NETFLIX.COM BELL.CA FUTURESHOP.CA
  • © comScore, Inc. Proprietary. 17 #1 Source: comScore, Inc., Media Metrix, Canada, Hone & Work, Persons 2+, Canada, Jun. 2013 Top Retail Category Entities in Canada 10,809,000 UVs 6,604,000 UVs 4,655,000 UVs Up 10% from June 2012 6,790,000 UVs APPLE.COM 6,556,000 UVs iTunes 3,639,000 UVs #2 #3 #4 1,145,000 UVs 6,167,000 UVs Up 3% from June 2012 Up 41% from June 2012 Down 8% from June 2012 Down 9% from June 2012 Down 8 % from June 2012 Down 7% from June 2012 No change from June 2012 4,293,000 UVs WALMART.CA 3,525,000 UVs WALMART.COM 1,415,000 UVs Up 14% from June 2012 Up 19% from June 2012 Up 7% from June 2012
  • © comScore, Inc. Proprietary. 18Source: comScore, Inc., Media Metrix, Canada, Home & Work, Persons 2+, Canada, Apr. 2013 Top Retail Category Entities in Canada 3,350,000 UVs 2,957,000 UVs #5 #6 #7 #8 32% from June 2012 3,385,000 UVs Up 6% from June 2012 Up 7% from June 2012 3,784,000 UVs 2,547,000 UVs 2,157,000 UVs Best Buy Sites Up 1% from June 2012 Up 4% from June 2012 Up 2% from June 2012
  • © comScore, Inc. Proprietary. 19Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jun 2013 Top Retail Advertisers in Canada Canon Inc. 166.7 Million Display Ad Impressions QuiBids LLC. 157.5 Million Display Ad Impressions Netflix, Inc 157.8 Million Display Ad Impressions Zulily, Inc. 149.2 Million Display Ad Impressions JustFabulous, LLC. 141.5 Million Display Ad Impressions
  • © comScore, Inc. Proprietary. 20Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jun 2013 Top 10 Industry Categories Advertising in Canada 2,183,455 2,624,720 3,260,440 3,700,598 4,025,601 Automotive Retail Consumer Goods Online Media Finance Display Ad Impressions (000) Will more branded digital display advertising fuel online commerce? What about more advertising in general? How do online promotions affect online retail? 4
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Is Digital Advertising Effective in Driving Brand Metrics and Sales?
  • © comScore, Inc. Proprietary. 22 Awareness & Loyalty Exposure to the COFFEE COMPANY digital campaign lifted favorability, consideration, and intentions towards the brand. 95.1% 35.4% 30.3% 30.7% 31.0% 95.3% 39.1% 33.0% 34.9% 34.8% Aided Awareness (n=740) Overall Opinion (n=705) Intent to Recommend (n=705) Consideration (n=705) Purchase Intent (n=705) Baseline Exposed Indicates significant lift above baseline at 90% confidence level +3.8 pts+2.7 pts+3.7 pts +4.2 pts
  • © comScore, Inc. Proprietary. 23 Unexposed 1-2 Exposures 3-4 Exposures 5+ Exposures Awareness n/a (n=452) (n=102) (n=186) Aided Awareness 95.1% 95.2% 95.3% 95.6% Opinions & Intentions n/a (n=430) (n=98) (n=177) Overall Opinion 35.4% 37.8% 39.3% 44.7% Intent to Recommend 30.3% 32.1% 33.2% 37.2% Likelihood to Consider 30.7% 33.4% 35.1% 41.4% Purchase Intent 31.0% 33.4% 34.9% 40.5% Indicates significant lift above baseline at 90% confidence level Frequency Analysis Brand ratings were highest among consumers with 5 or more campaign exposures.
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. U.S. State of the Online Retail Economy Summary
  • © comScore, Inc. Proprietary. 25 Metric Q2 2012 Q2 2013 % change Dollar Sales ($ Billions) $43.2 $49.8 +16% Dollars per Buyer $241.9 $274.1 +13% Buyers (Millions) 178 182 +2% Average Order Value $73.8 $76.4 +3% Transactions (Millions) 584 652 +12% Transactions per Buyer 3.28 3.59 +9% Key Desktop e-Commerce Buyer and Transaction Measures Q2 2013 vs. YA Source: comScore e-Commerce Measurement e-Commerce dollar sales in Q2 increased due to growth in transactions per buyer. Number of buyers and AOV remained relatively flat.
  • © comScore, Inc. Proprietary. 26 Desktop computers +0% Cameras and equipment +11% Over half of retail categories showed very strong growth of +15% or more versus a year ago, led by apparel/accessories and digital content Q2 2013 Desktop e-Commerce Sales Growth vs. YA by Retail Category Source: comScore e-Commerce Measurement Product Category Q2 2013 Growth vs. YA Apparel & Accessories Very Strong Digital Content & Subscriptions Very Strong Sport & Fitness Very Strong Consumer Packaged Goods Very Strong Home & Garden Very Strong Furniture, Appliances & Equipment Very Strong Event Tickets Very Strong Consumer Electronics (x PC Peripherals) Very Strong Computers/Peripherals/PDAs Strong Jewelry & Watches Strong Flowers, Greetings & Misc. Gifts Moderate Office Supplies Moderate Video Games, Consoles & Accessories Moderate Books & Magazines No growth Mobile phones and plans +25% Growth rate definitions: Very Strong: +15% or higher Strong: +10-14% Moderate: +5%-9% Low: +1%-4% Portable devices (e.g. tablets) +22%
  • © comScore, Inc. Proprietary. 27 Holiday Season includes November and December *Percentage change includes seasonal adjustment to account for unequal number of weekdays and weekend days in 2011 and 2012 2012 U.S. e-Commerce holiday spending grew 14% to record $42.3B $19.6 $24.6 $29.2 $28.0 $29.1 $32.6 $37.6 $42.3 +26% +19% -4% +4% +12% +15%* 14% $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 $30.0 $35.0 $40.0 $45.0 -10% -5% 0% 5% 10% 15% 20% 25% 30% Holiday Season $ in Billions Y/Y Growth Rates Holiday Season Retail e-Commerce Sales ($ Billions) Growth vs. YA Source: comScore e-Commerce Measurement 2005 2006 2007 2008 2009 2010 2011 2012*
  • © comScore, Inc. Proprietary. 28 2012 had 12 days surpass $1 Billion in sales, with 4 out of 5 days during week of Green Monday hitting that threshold $- $200,000,000 $400,000,000 $600,000,000 $800,000,000 $1,000,000,000 $1,200,000,000 $1,400,000,000 $1,600,000,000 Cyber Monday Black Friday Green Monday Free Shipping Day Online Spending by Day 2012 Source: comScore e-Commerce Measurement
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. E-Commerce Shipping Options & Preferences Free Shipping
  • © comScore, Inc. Proprietary. 30 More than half of online transactions in Q2 2013 involved free shipping, up 4 points from Q2 2012 40% 52% 49% 47% 43% 50% 48% 51% 60% 48% 51% 53% 57% 50% 52% 49% Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 % Transactions with Free Shipping % Transactions with Paid Shipping Percentage of e-Commerce Transactions with Free Shipping Source: comScore e-Commerce Measurement
  • © comScore, Inc. Proprietary. 31 Nearly all consumers have abandoned a cart online, and most have added items to their cart to qualify for free shipping Returns Shopping Cart Abandonment For full study results, see www.ups.com/comScore2013
  • © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Mobile/Multi-Platform Commerce How will multiple devices change the way we consume Online Retail and transact online?6
  • © comScore, Inc. Proprietary. 33Source: comScore Device Essentials Media Fragmentation is the New Reality 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 U.S.TotalDeviceOwners 140 MILLION 60 MILLION +13% YoY +32% YoY
  • © comScore, Inc. Proprietary. 34 •Mobile Browsing Index = Retail Category Penetration via Mobile / Retail Category Penetration via Desktop x 100 • Index of 100 indicates average representation. Apparel and Home Furnishings index very highly for tablet browsing despite being below average on smartphones Total Mobile Smartphone Tablet Retail 100 100 100 Department Stores 104 97 118 Comparison Shopping 71 66 68 Apparel 103 90 147 Computer Hardware 63 55 80 Home Furnishings 91 70 158 Consumer Electronics 95 87 100 Retail - Movies 130 119 144 Health Care 130 124 115 Books 215 202 221 Retailer Category Mobile Browsing Index* Source: comScore Media Metrix Multi-Platform, U.S., June 2013
  • © comScore, Inc. Proprietary. 35 Form factors have varying implications on consumer spend at the product category level, with no ‘one size fits all’ solution.
  • © comScore, Inc. Proprietary. 36 0 50,000 100,000 150,000 Amazon Sites eBay Wal-Mart Apple.com Sites Target Corp. Best Buy Sites The Home Depot Etsy.com Lowes.com Sears.com PC Only PC + Mobile Mobile Only One third of the average retailer’s monthly web site visitors now arrive exclusively via mobile devices Selected Leading Retailers: Total U.S. Digital Population Unique Visitors (000) by Platform Source: comScore Media Metrix Multi-Platform, U.S., June 2013 The average Top 50 retailer extends its desktop audience by 54% via mobile channels Note: Mobile = Smartphone + Tablet 149M 91M 59M 55M 37M 28M 25M 19M 18M 18M
  • © comScore, Inc. Proprietary. 37 Smartphones and Tablets have driven a doubling of time spent with digital media over past 3 years 416 477 81 381 100 May 2010 U.S. May 2013 U.S. Tablet Smartphone Desktop +93% Total Digital Media Time Spent (Billions of Minutes) by Platform Source: comScore Media Metrix Multi-Platform, U.S., May 2013 vs. May 2010 +370% +15% How are you adapting to this multi-platform world?7
  • © comScore, Inc. Proprietary. 38 Multi-platform: Engagement with Sports content has seen strong growth across all platforms, including desktop 43 Time Spent on Sport Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US +72% +385% 6,479 729 3,537 1,052 Feb-2010 Feb-2013 N/A +20%7,799
  • © comScore, Inc. Proprietary. 39 43 Multi-platform: Desktop consumption of Weather content has declined Feb-2010 Feb-2013 Time Spent on Weather Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US -46% +15% +385% 3,214 427 1,723 2,073 373 N/A Retail?8
  • © comScore, Inc. Proprietary. 40 16,322 16,708 10,400 16,810 6,141 March 2012 Aug 2013 Tablet Smartphone Desktop Multi-platform: Desktop consumption of Retail content has Plateaued Time Spent on Retail Sites (Millions of Minutes) Source: comScore Media Metrix & Mobile Metrix, US +2% +48% +62% N/A
  • © comScore, Inc. Proprietary. www.comscore.com www.facebook.com/comscoreinc @comScore Darrick Li Account Manager dli@comscore.com 416.646.9974 Thank you!