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Q12010 onlineshoppingtrendsreport Q12010 onlineshoppingtrendsreport Document Transcript

  • Global Trends inOnline ShoppingA Nielsen GlobalConsumer Report June 2010
  • Online Shopping Around the WorldThe Internet has transformed many aspects of life, but perhaps none more so than how weshop for goods and services. While it’s still nice to stop by a store to touch and see products,the convenience of online shopping can’t be beat. And for some services, such as bookingtravel or buying concert tickets, the ability to do so online has made the process mucheasier and more efficient.The Nielsen Company conducted a survey in March 2010 andpolled over 27,000 Internet* users in 55 markets from Asia What product/services do you intend to purchasePacific, Europe, Middle East, North America and South America online in the next 6 months?to look at how consumers shop online: what they intend to Global Averagebuy, how they use various sites, the impact of social mediaand other factors that come into play when they are trying to Books 44decide how to spend their money. What we found was that 36 Clothing/Accessories/Shoesthere are some products bought online that are universal, and Airline ticket/reservations 32others that still have yet to build a significant share of trade. Electronic equipment 27Further, while checking online reviews are popular for some Tours/Hotel Reservations 26products—particularly consumer electronics and cars—shoppers Cosmetics/nutrition supplies 22still trust the recommendations of friends and family most. Event Tickets 20 Computer Hardware 19Vacations are High Priority for Planned Videos/DVDs/Games 18Online Purchases Groceries 18 Music 16Global online consumers say that books and clothing will Sporting Goods 13 %continue to top the list for planned online purchases in the Toys/Dolls 11next six months, which follows the trend reported in a 2009 Computer Software 11Nielsen survey where 46 percent of global consumers said Flowers 8they purchased books in the past three months and 41 Automobiles & Parts 7percent bought clothing online. Baby supplies 7 Alcoholic drinks 6However, intent to purchase airline tickets and to book tours Sports Memorabilia 5and hotel reservations show signs the economy is improving. Car hire 4In fact, compared to 2009 where 24 percent of connected Other 7consumers said they purchased airline tickets online and 17 I do not plan to make an online 18percent made hotel/tour reservations via the Internet, intent purchase in the next 6 monthsto make travel arrangements online in 2010 has increased seven Base : All respondents n=27,665 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010percentage points and nine percentage points respectively.Other engaging products and services tagged for future onlinepurchases include electronic equipment, cosmetics/nutritionsupplies, event tickets, computer hardware, videos/DVD’s/games and groceries.*See Page 10 for Note About Worldwide Internet Penetration 2
  • Online-Only Shops Have Greatest Global Top 5 Products/Services Global ConsumersSite Appeal Expect to Purchase Online in the Next 6 Months Rank ProductGlobally, one-third of online consumers say they primarily dotheir Internet shopping at retailers that have only an online 1 Bookspresence (such as Amazon.com), followed by an equal 20 2 Clothing/accessories/shoespercent of respondents who prefer sites that also have 3 Airline ticketstraditional “brick and mortar” stores and those that allow 4 Electronic Equipmentyou to select products from many different online stores. 5 Tours/hotel reservationsOnly 16 percent of respondents globally indicate they Source: Nielsen Q1 Global Online Surveyhave never shopped online.Site preferences vary across the world. Half of North Americans In a sign that there remains tremendous room for growth,said they most frequently purchase from online-only stores, 44 percent of online consumers say they spend less than 5while one-third of Latin Americans prefer sites that also have percent of their monthly spending online and 29 percenttraditional offline stores. Almost half (47%) of online say they spend between 6 percent and 10 percent.consumers in the Middle East, Africa and Pakistan say theyhave never shopped online. What is your online shopping spending percentage of total monthly spending? What kind of websites do you purchase from most frequently when shopping online? 3 1 1 1 1 2 5 1 2 5 3 1 5 7 10 8 12 14 13 15 17 16 16 18 19 22 16 13 47 7 27 30 20 25 17 32 25 29 %% 39 20 49 31 14 34 31 9 13 21 11 10 55 54 8 34 46 44 44 19 21 8 20 35 17 10 AP EU MEAP LA NA Global I have never shopped online. Average AP EU MEAP LA NA Global Sites that allow you to select products from many different online stores Average Sites for stores that you can only shop at online Less than 5% Between 6% and 10% Between 11% and 25% Sites that also sell their products through catalogs or over the phone Between 26% and 50% Between 51% and 75% Greater than 75% Sites that also have traditional brick and mortar stores Base : All respondents n=27,665 Base : All respondents shopping online (codes 1-4) in Q27 n=21505 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 20103
  • Opinions Count I would not buy the following products withoutOne of the great benefits of online shopping is the ability consulting online reviews:read others’ reviews of a product, be they experts or simply Global Averagefellow shoppers. These opinions are most important whenit comes to purchasing consumer electronics: 57 percent of Consumer electronics 40online respondents consider reviews prior to buying. Reviewson cars (45%) and software (37%) rounded out the top three A car 38most important online influences when making a purchase. Software 28Online reviews and peer recommendations also played a keyrole for shoppers researching future purchases of consumer Telecommunications services 22electronics, cars and travel, and 40 percent of online shoppersindicate they would not even buy electronics without Cosmetics 21consulting online reviews first. Medication 20Pity the product or retailer that consumers don’t like: whilemost online consumers (59%) said that they are not more Gaming devices 19likely to share a negative product experience online via %Twitter or writing a review, 41 percent would. Personal care products 18 Insurance 18 I am more likely to share (write about/Tweet, Airline tickets 18 review, etc) a negative rather than a positive product experience online Food 17 Credit cards 15 Other 19 51 57 60 59 67 68 Base : All respondents n=27,665 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010% Top 10 Global Sites by % Active Reach 49 43 40 41 1 Google 81.78% 33 32 2 MSN/Windows Live/Bing 61.82% AP LA MEAP EU NA Global 3 Facebook 54.48% Average Yes No 4 Yahoo! 52.91% Base : All respondents n=27,665 5 Microsoft 48.42% Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010 6 YouTube 46.58% 7 Wikipedia 34.93% 8 AOL Media Network 27.16% 9 eBay 26.47% 10 Apple 26.11% Source: The Nielsen Company, April 2010 Countries include: U.K., France, Germany, Italy, Spain, Switzerland, Brazil, U.S., Australia 4
  • Online Shopping Around the World—Regional round-upConsumers all around the world shop online, but what they’re buying and how they useproduct reviews and social media to influence their decisions vary widely.Asia Pacific clothes, 40 percent plan to make an electronic purchase online. Web-savvy Malaysians like online shopping for booking travel,Chinese and Korean online consumers are the most prolific online with airline tickets and hotel/tour reservations the top picks.shoppers in the Asia Pacific region with 95 percent of Internet More online Australians intend to purchase event tickets andusers intending to make a web purchase in the next six months. non-downloadable videos/DVDs/games than any other in theConversely, over one-fourth of online consumers in Hong Kong region. And one-fifth of online Indian shoppers plan to buy(27%) and Thailand (26%) and one-fifth of residents in Japan, non-downloadable music.New Zealand, Indonesia and Australia do not plan an online Total online spending as a percentage of total monthly spendingpurchase in the upcoming months. varies by country with Chinese and Korean online consumersKoreans who shop online are most likely to buy books, cosmetics, allocating the most via the web than any other in the region.clothing/accessories/shoes and groceries via the Internet in the Online consumers in New Zealand, Australia, Malaysia andnext six months. While connected Chinese also favor books and Hong Kong allocate the least. What is your online shopping spending percentage of total monthly spending? Asia Pacific Region 1 3 2 1 1 1 2 1 2 1 1 3 1 2 1 2 5 5 6 1 2 7 6 5 8 6 7 4 12 10 9 10 10 9 9 11 10 11 18 19 16 16 19 25 19 22 22 24 26 26 27 31 20 33 27 % 36 33 34 31 34 30 71 63 63 63 54 56 57 52 50 40 41 34 35 25 19 AU CN HK ID IN JP KO MY NZ PH SG TH TW VN AP Average Less than 5% Between 6% and 10% Between 11% and 25% Between 26% and 50% Between 51% and 75% Greater than 75% Base: All respondents shopping online in Q27 n=5618 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 20105
  • EuropeIntention to shop online in Europe is high—79 percent of online the Internet for clothing and shoes more than any other onlineEuropean consumers plan to purchase products or services via shoppers in the region. Future online purchases for Norwegiansthe Internet in the next six months. Online consumers in Norway are likely to include a vacation or a show as indicated by theirand Great Britain show the greatest propensity with almost 90 strong intent to purchase travel and event tickets. More thanpercent planning a web purchase in the near future. More online one-third of online Brits plan to purchase DVDs and gamesresidents of Estonia, Croatia and Latvia indicate they would not online, while connected Greeks indicate a preference forbe making any online purchases in the next six months than in electronic equipment and computer hardware. Web-savvythe rest of Europe (42%, 41%, and 41%, respectively). Israelis seek the Internet to purchase electronic equipment more than any other item and are the least likely in theMore than half of online Austrians who shop via the web plan to region to purchase clothing or shoes online.buy books, while online Germans and Czechs intend to turn to What product/services do you intend to purchase online in the next 6 months? I do not plan to make an online purchase in the next 6 months Europe Region 42 41 41 34 32 32 31 28 28 26 25 24 23 23 23 23 22 22 21 21 19 17 17 17 17 16 16 14 11 EE HR LT HU BE LV PT ES TR NL IL FI FR GR RO UA IT SE RU DK CH CZ DE IE AT PL GB NO EU Average Base : All respondents n=14,122 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010 79 percent of online European consumers plan to purchase products or services via the Internet. 6
  • North America What kind of websites do you purchase fromHalf of online Americans favor sites for stores that can only be most frequently when shopping online?shopped online and the majority of Canadian web shoppers are North America Regionsplit between a preference for online-only sites (31%) andthose that have traditional physical stores (19%) 15 17The list of products and services that are favored by American 28and Canadian online shoppers is almost identical. Books, 6 7clothing and airline tickets are the items most likely tagged 10for online purchase in the next six months. % 50 49One-third of online Canadians say they don’t plan on making 31an online purchase in the next six months, which is more thanthe one-fifth of connected Americans who said the same. Infact, 28 percent of online Canadian consumers indicate that 12 11 11they have never shopped online compared to 15 percent ofAmericans. 19 17 17When selecting the top three sources to guide decisions, online CA US NA Averageproduct reviews are useful to 42 percent of American and 40 I have never shopped onlinepercent of Canadian web shoppers. Online reviews are most Sites that allow you to select products from many different online storesimportant when buying consumer electronics, cars and Sites for stores that you can only shop at online Sites that also sell their products through catalogues or over the phonesoftware and when researching cars, electronics and travel. Sites that also have traditional brick and mortar stores Base : All respondents n=1,009 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010 Top 10 U.S. Sites by % Active Reach 1 Google 75.96% 2 Yahoo! 65.01% 3 Facebook 61.92% 4 MSN/WindowsLive/Bing 56.24% 5 YouTube 47.60% 6 Microsoft 43.60% 7 AOL Media Network 40.52% 8 Apple 30.95% 9 Fox Interactive Media 30.47% 10 Wikipedia 29.99% Source: The Nielsen Company, April 20107
  • Latin AmericaConnected Brazilians are the most prolific online shoppersin the region with 84 percent planning to make an onlinepurchase in the next six months. The items that top the listare books, electronic equipment, computer hardware andDVDs/games. Conversely, online Colombians are the leastlikely shop online in the near future—36 percent indicate theyhave no plans to shop virally in the next six months and morethan one-fifth indicate they have never shopped online.Electronic equipment tops the list for planned onlinepurchases for 34 percent of Venezuelan web shoppersfollowed by airline tickets (27%) and computer hardware(21%). Surprisingly, books—which typically tops the list formost online shoppers—was favored by only 18 percent ofonline shoppers in this country.Online purchase intent in Mexico is evenly divided amongthe top eight products and services: books (30%), electronicequipment (25%), tours/hotel reservations (24%) eventtickets and music (22%), computer hardware (21%) clothingand video/dvd’s/games (18%). Also equally distributed isthe choice of sites that connected Mexicans prefer when What kind of websites do you purchase fromshopping online. most frequently when shopping online?More than one-third of online Chileans (36%) said they did Latin America Regionnot plan to make an online purchase in the next six months.Online reviews are most useful to Latin American consumerswhile researching purchases of consumer electronics,software and cars. 11 23 27 24 19 13 31 27 Top 10 Brazil Sites by % Active Reach 24 13 17 14 22 13 % 8 25 1 Google 90.56% 20 17 2 MSN/WindowsLive/Bing 85.23% 25 25 42 9 23 55 12 3 Orkut 73.85% 10 9 13 34 4 UOL 68.97% 19 26 7 12 19 10 5 Microsoft 61.65% AR BR CL CO MX VE LA Average 6 Terra 60.45% Sites that also have traditional brick and mortar stores 7 Globo 57.79% Sites that also sell their products through catalogues or over the phone 8 YouTube 56.73% Sites for stores that you can only shop at online 9 iG 53.35% Sites that allow you to select products from many different online stores I have never shopped online. 10 Yahoo! 50.15% Source: The Nielsen Company, April 2010 Base : All respondents n=3,006 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010 8
  • Middle East / Africa / Pakistan I am more likely to share (write about/Tweet,Shopping online is the most under-developed in the Middle review, etc.) a negative rather than a positiveEast, Africa and Pakistan region. Almost half (47%) of product experience online:online consumers indicate they have never made an online Middle East/Africa/Pakistanpurchase—the highest percent of any other region in theworld. Of those connected consumers who have onlineaccess, one-third say they do not plan on making a purchasein the next six months.The most popular products and services for planned onlinepurchase across the MEAP region are books (29%), airline 57 57 58 64 60 66tickets/reservations (24%) and electronic equipment suchas TV’s and cameras (23%). Other popular planned online %picks for South Africans are event tickets (33%) andnon-downloadable music (26%). Online residents of the 43 43 42 36 40United Arab Emirates intend to book travel (27%) and buy 34clothing (25%). Web-savvy Pakistanis will look online tobuy computer hardware (25%) and clothing (18%), although EG SA ZA PK AE MEAPthey also lead the region saying they do not plan on making Average Yes Noan online purchase in the next six months (38%).Social media is not yet playing much of a role in influencing Base : All respondents n=2,465 Consumer Confidence Survey – Q1 2010 • Field dates March 8, 2010 – March 28, 2010consumers’ purchasing online, but online Saudis are mostlikely to use such sites to help make buying decisions. Whilethe majority on online consumers in the region are not morelikely to share a negative rather than a positive experienceonline, Egyptians and Saudis are more likely than any otherin the region. Online reviews and opinions were mostimportant when buying and researching cars, softwareand consumer electronics. Almost half (47%) of online consumers indicate they have never made an online purchase.9
  • Country Abbreviations Region AbbreviationsArgentina AR Malaysia MY AP Asia PacificAustralia AU Mexico MX EU EuropeAustria AT Netherlands NL LA Latin AmericaBelgium BE New Zealand NZ MEAP Middle East, Africa, PakistanBrazil BR Norway NO NA North AmericaCanada CA Pakistan PKChile CL Philippines PHChina CN Poland PLColumbia CO Portugal PTCroatia HR Romania ROCzech Republic CZ Russia RUDenmark DK Saudi Arabia SAEgypt EG Singapore SGEstonia EE South Africa ZAFinland FI South Korea KOFrance FR Spain ESGermany DE Sweden SEGreece GR Switzerland CHHong Kong HK Taiwan TWHungary HU Thailand THIndia IN Turkey TRIndonesia ID United Arab Emirates AEIreland IE United Kingdom GBIsrael IL Ukraine UAItaly IT United States USJapan JP Venezuela VELatvia LV Vietnam VNLithuania LT About The Nielsen Company A Note About Worldwide Internet Penetration The Nielsen Company is a global information and This Nielsen survey is based on the behavior of respondents measurement company with leading market positions with online access only. Internet penetration rates vary by in marketing and consumer information, television and geographic region as reported by Internet World Stats: other media measurement, online intelligence, mobile North America .......................................................... 76.2% measurement, trade shows and related assets. The Oceania/Australia ................................................... 60.8% privately held company is active in approximately 100 countries, with headquarters in New York, USA. Europe ...................................................................... 53.0% Latin America/Caribbean ......................................... 31.9% For more information, please visit, www.nielsen.com. Middle East............................................................... 28.8% Asia ............................................................................ 20.1% Africa ........................................................................... 8.7% World Average ......................................................... 26.6% Copyright © 2010 The Nielsen Company. All rights reserved. Produced in the U.S.A. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. 10/1591