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SIMON KEMP • • SITECORE MODERN COMMERCE WEBINAR • 26 MAY 2020
KEY TRENDS IMPACTING BUYER JOURNEYS FOR B2C AND B2B BRANDS I...
SIMON KEMP
@ESKIMON
GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA...
SALES PITCH
5 @ESKIMON
6 @ESKIMON
1.	THE ‘STATE OF DIGITAL’: THE LATEST DATA AND TRENDS
2.	THE ROLE OF DEVICES IN THE SHOPPER JOURNEY
3.	INSIGHTS...
7 @ESKIMON
8 @ESKIMON
THE STATE
OF DIGITAL
7
APR
2020
SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALW...
10
APR
2020
SOURCE: ITU; GSMA INTELLIGENCE; GLOBALWEBINDEX; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL ...
OCEANIA
SOUTHEASTERN
ASIA
SOUTHERN
ASIA
EASTERN
ASIA
CENTRAL
ASIA
WESTERN
ASIA
SOUTHERN
AFRICA
EASTERN
AFRICA
MIDDLE
AFRIC...
197
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 ...
13
MAY
2020
SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
14 @ESKIMON
COVID-19 LOCKDOWNS HAVE ALSO SERVED
TO ACCELERATE DIGITAL USE ACROSS APAC
15
MAY
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: FIGURES REPRESENT THE FINDI...
112
APR
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FI...
17
MAY
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: FIGURES REPRESENT THE FINDI...
18 @ESKIMON
SO HOW CAN BRANDS TAP INTO THESE
INCREASING DIGITAL OPPORTUNITIES?
19 @ESKIMON
THE ROLE OF DIGITAL DEVICES
ALONG THE BUYER JOURNEY
#1
20 @ESKIMON
DESPITE THE MEDIA’S LOVE OF ‘MOBILE FIRST’,
OUR DEVICE BEHAVIOURS ARE MORE COMPLEX
21 @ESKIMON
GlobalWebIndex, Commerce Trends Report 2020
While purchasing online is undeniably
a mobile-first activity, com...
22 @ESKIMON
MANY DECISIONS ARE STILL MADE AT THE POINT OF
PURCHASE, BUT MOST OF THE BUYING CRITERIA HAVE
BEEN ESTABLISHED ...
23 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q4 2019) AND STATCOUNTER (APR 2020).
OVERALL, PCS AND ...
47
JAN
2020
33.0%
37.6%
39.2%
45.8%
49.5% 50.1%
SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF TH...
19
APR
2020
SOURCE: STATCOUNTER (ACCESSED APRIL 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BR...
26 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q4 2019).
HOWEVER, THE RATIO OF INTERNET TIME BY
DEVICE VARIES CONSIDERABLY BY COUNTRY
27
JAN
2020
SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
28 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
SHOPPERS IN APAC ARE MORE LIKELY TO
COMPLETE ONLINE TRANSACTIONS VIA MOBILE
29
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
30 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
YOUNGER WOMEN ARE ESPECIALLY LIKELY TO USE
A MOBILE WHEN MAKING AN ONLINE ...
31
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
32 @ESKIMON
BUT DO ONLINE SHOPPERS IN APAC PREFER
MOBILE WEBSITES OR NATIVE MOBILE APPS?
33
MAY
2020
SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
34 @ESKIMON
MOBILE’S ROLE ALSO VARIES MEANINGFULLY
DEPENDING ON THE PRODUCT CATEGORY
108
APR
2020
SOURCE: CONTENTSQUARE 2020 DIGITAL EXPERIENCE BENCHMARK REPORT. NOTES: PERCENTAGES REPRESENT EACH DEVICE’S SH...
36 @ESKIMON
MOBILE ALSO PLAYS AN INCREASINGLY
IMPORTANT ROLE IN B2B BUYER JOURNEYS
37 @ESKIMON
Boston Consulting Group
BCG’s research found that 80% of B2B
buyers use mobile at work, and more
than 60% repo...
38 @ESKIMON
TOP TAKEAWAY
39 @ESKIMON
IDENTIFY HOW DIFFERENT DEVICES HELP WITH
DIFFERENT NEEDS ALONG THE BUYER JOURNEY
40 @ESKIMON
POST-PURCHASE
ACTIVITIES
PURCHASE &
CONSUMPTION
CONSIDERATION
& EVALUATION
AWARENESS
& DISCOVERY
STAGES IN THE...
41 @ESKIMON
POST-PURCHASE
ACTIVITIES
PURCHASE &
CONSUMPTION
CONSIDERATION
& EVALUATION
AWARENESS
& DISCOVERY
FOCUS FOR THE...
42 @ESKIMON
THE IMPORTANCE OF A
VARIED CHANNEL MIX
#2
43
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
44 @ESKIMON
HOWEVER, THIS RANKING VARIES BY COUNTRY,
AS WELL AS THE SHOPPER’S GENDER AND AGE
45 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
MEN IN ASIA-PACIFIC ARE MOST LIKELY TO DISCOVER
NEW BRANDS AND PRODUCTS TH...
46
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
47 @ESKIMON • SOURCE: BASED ON DATA FROM GLOBALWEBINDEX (Q4 2019).
BUT EVEN THE TOP CHANNEL ONLY INTRODUCES
ONE-THIRD OF A...
48 @ESKIMON
THE PICTURE IS SLIGHTLY DIFFERENT FOR B2B
JOURNEYS, BUT THE OVERALL STORY IS SIMILAR
49
JAN
2020
SOURCE: FINN PARTNERS B2B BUYERS INFLUENCE REPORT 2019. NOTE: DATA REPRESENT FINDINGS FOR B2B BUYERS BELOW THE...
50 @ESKIMON
IMPLICATION
51 @ESKIMON
BRANDS SHOULD ADOPT A VARIED CHANNEL
MIX IN ORDER TO RAISE BROADER AWARENESS
52 @ESKIMON
BUT HOW PEOPLE USE THESE CHANNELS IS
JUST AS IMPORTANT AS WHICH ONES THEY USE
53 @ESKIMON
THE EVOLUTION
OF SEARCH
#3
54 @ESKIMON
SEARCH ENGINES ARE CLEARLY AN ESSENTIAL
CHANNEL FOR BRANDS IN ALL CATEGORIES
55 @ESKIMON
BUT PEOPLE’S SEARCH BEHAVIOURS ARE
EVOLVING DUE TO NEW TOOLS AND INTERFACES
33
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
57 @ESKIMON
TOP TIPS FOR
VOICE SEARCH
58 @ESKIMON
VOICE QUERIES ARE MORE CONVERSATIONAL,
SO USE NATURAL LANGUAGE IN WEB CONTENT
59 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
USE OF IMAGE SEARCH IS ALSO GROWING EVEN
MORE QUICKLY IN APAC THAN IT IS I...
60
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
61 @ESKIMON
TOP TIPS FOR
IMAGE SEARCH
62 @ESKIMON
ENSURE IMAGES ON YOUR WEBSITE AND BLOG
INCLUDE SEARCH-FRIENDLY DESCRIPTIVE TAGS
63 @ESKIMON
ENSURE IMAGES HAVE DESCRIPTIVE FILE NAMES,
AND ADD RICH ‘EXIF’ DATA WHEREVER POSSIBLE
64 @ESKIMON
INCLUDE IMAGES OF PRODUCTS FROM MULTIPLE
ANGLES TO BOOST POTENTIAL SEARCH MATCHES
65 @ESKIMON
PUBLISH AND TAG KEY PRODUCT IMAGES TO
IMAGE-CENTRIC PLATFORMS LIKE PINTEREST
66 @ESKIMON
TAGGING IS ALSO ESSENTIAL DUE TO CHANGES
IN PEOPLE’S BRAND EVALUATION PROCESSES
67 @ESKIMON • SOURCE: GLOBALWEBINDEX’S COMMERCE REPORT 2020.
‘SOCIAL SEARCH’ IS SECOND ONLY TO SEARCH
ENGINES DURING THE E...
68
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
69 @ESKIMON
BUT SOCIAL SEARCH IS EVEN MORE IMPORTANT
IF YOU HOPE TO ENGAGE YOUNGER AUDIENCES
70 @ESKIMON
~ GlobalWebIndex’s Commerce 2020 Report
Social networks are now the second-
most widely used channel for onlin...
71 @ESKIMON
IMPROVING SOCIAL SEARCH VISIBILITY ONLY
REQUIRES SIMPLE TWEAKS TO YOUR STRATEGY
72 @ESKIMON
TOP TIPS FOR
SOCIAL SEARCH
73 @ESKIMON
CRITICALLY, USE HASHTAGS LIKE YOU’D USE
SEARCH KEYWORDS IN YOUR SEO ACTIVITIES
74 @ESKIMON
TOP TIP: GENERIC HASHTAGS ARE MORE USEFUL
THAN BRAND-SPECIFIC CAMPAIGN HASHTAGS
75 @ESKIMON
BUT WHAT ABOUT INTRODUCING YOUR BRAND
TO PEOPLE WHO AREN’T SEARCHING YET?
76 @ESKIMON
ADVERTISING DURING
THE COVID-19 CRISIS
#4
77 @ESKIMON
ADVERTISING IS ONE OF THE TOP OPTIONS FOR
BRANDS THAT NEED TO RAISE AWARENESS
78
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
79 @ESKIMON
BUT SHOULD YOU EVEN THINK OF ADVERTISING
DURING THE ONGOING COVID-19 PANDEMIC?
80 @ESKIMON
PERHAPS SURPRISINGLY, THE ANSWER FROM
CONSUMERS IS A RESOUNDING “YES!”
81 @ESKIMON
~ Tom Smith, CEO, GlobalWebIndex, May 2020
Our research shows almost no consumer
concern about brands advertis...
82
MAY
2020
51% 52% 51%
48%
45%
52%
60%
52%
43% 43%
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2...
83 @ESKIMON
HOWEVER, RESEARCH SHOWS YOU SHOULD
ADAPT CONTENT THEMES AND TONE OF VOICE
84
@ESKIMON • SOURCE: EDELMAN TRUST BAROMETER 2020 SPECIAL REPORT: BRAND TRUST AND THE CORONAVIRUS PANDEMIC. NOTE: RESPONS...
32
APR
2020
SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FIN...
86 @ESKIMON
RECOMMENDATION
87 @ESKIMON
CONTINUE ADVERTISING IF YOU CAN, BUT
ADAPT APPROACHES TO THE CURRENT MOOD
88 @ESKIMON
THE RISE OF THE EAST AND
EVOLVING EXPECTATIONS
#5
89 @ESKIMON
ASIA’S DIGITAL PLATFORMS HAVE BEEN
GAINING MOMENTUM AROUND THE WORLD
90 @ESKIMON
IN PARTICULAR, CHINA’S ECOMMERCE BRANDS
ARE GROWING BEYOND THEIR HOME MARKET
27
APR
2020
SOURCE: ALEXA (APRIL 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT ...
92 @ESKIMON
NEW EXPERIENCES
NEW EXPECTATIONS
93 @ESKIMON
THIRD PARTIES SUCH AS
INFLUENCERS HAVE BUILT A
WHOLE WORLD AROUND
CHINA’S ECOMMERCE BRANDS
CHINA’S PAYMENTS EC...
94 @ESKIMON
PAY CLOSE ATTENTION TO CHINESE TRENDS, AS
THEY MAY RESHAPE GLOBAL BEHAVIOURS TOO
95 @ESKIMON
MAKING SENSE OF
PERSONALISATION
#6
96 @ESKIMON
PERSONALISATION PLAYS AN INCREASINGLY
IMPORTANT ROLE IN ENGAGING PEOPLE
97 @ESKIMON
~ Accenture
91% of consumers say that they are
more likely to shop with brands that
provide offers and recomme...
98 @ESKIMON
BUT THERE’S STILL SOME CONFUSION AROUND
WHAT ‘PERSONALISATION’ ACTUALLY MEANS
99 @ESKIMON
100 @ESKIMON
Personalisation is about giving
people more of what they want,
and less of what they don’t want.
101 @ESKIMON
RECOMMENDATIONS AND
TIPS THAT GO BEYOND
‘SELLING MORE STUFF’ TO
ADD REAL CONSUMER VALUE
TAILORING UX AND UI
T...
102 @ESKIMON
BUT HOW DO WE KNOW WHAT PEOPLE WANT,
ESPECIALLY IF THEY DON’T KNOW THEMSELVES?
103 @ESKIMON
DATA
104 @ESKIMON
~ Accenture Personalization Pulse Check
83% of consumers are willing
to share their data to create a
more a p...
105 @ESKIMON
!
39
APR
2020
SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 T...
107 @ESKIMON
HOWEVER
108 @ESKIMON
GIVING PEOPLE WHAT THEY WANT IS MORE
IMPORTANT THAN KNOWING THEIR NAME
109 @ESKIMON
YOU DON’T NEED HUGE AMOUNTS OF P.I.I. TO
DETERMINE WHAT INDIVIDUAL SHOPPERS WANT
110 @ESKIMON
vs
TRACKING INDIVIDUALS
TRACKING BEHAVIOURS
111 @ESKIMON
1.	 IDENTIFY THE DIFFERENT ROLES OF CONNECTED
DEVICES AT EACH STAGE OF THE BUYER JOURNEY
2.	 A VARIED MIX OF ...
112 @ESKIMON
ADDITIONAL
RESOURCES
#7
113 @ESKIMON
EXPLORE THE VERY LATEST CHANGES DUE
TO COVID-19 AT GLOBALWEBINDEX.COM
114 @ESKIMON
DATAREPORTAL.COM
Q&A
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
KEPIOS.COM
Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands
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Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 1 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 2 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 3 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 4 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 5 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 6 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 7 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 8 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 9 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 10 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 11 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 12 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 13 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 14 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 15 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 16 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 17 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 18 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 19 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 20 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 21 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 22 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 23 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 24 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 25 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 26 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 27 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 28 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 29 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 30 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 31 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 32 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 33 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 34 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 35 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 36 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 37 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 38 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 39 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 40 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 41 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 42 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 43 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 44 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 45 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 46 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 47 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 48 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 49 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 50 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 51 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 52 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 53 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 54 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 55 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 56 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 57 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 58 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 59 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 60 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 61 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 62 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 63 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 64 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 65 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 66 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 67 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 68 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 69 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 70 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 71 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 72 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 73 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 74 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 75 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 76 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 77 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 78 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 79 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 80 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 81 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 82 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 83 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 84 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 85 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 86 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 87 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 88 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 89 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 90 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 91 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 92 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 93 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 94 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 95 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 96 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 97 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 98 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 99 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 100 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 101 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 102 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 103 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 104 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 105 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 106 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 107 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 108 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 109 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 110 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 111 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 112 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 113 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 114 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 115 Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands Slide 116
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Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands

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In this presentation produced for Sitecore, Kepios's Simon Kemp explores how people's evolving digital behaviours are influencing the overall buyer journey for B2C and B2B brands across Asia-Pacific and beyond. The presentation covers which kinds of devices people are using in different online activities, how people discover new brands and products, and how the role of personalisation needs to evolve to reflect people's needs and expectations, as well as their concerns about digital privacy. To explore more of the data charts included in this presentation, please visit https://datareportal.com

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Evolving Behaviours in Digital Commerce: Key Trends Impacting Buyer Journeys for B2C and B2B Brands

  1. 1. SIMON KEMP • • SITECORE MODERN COMMERCE WEBINAR • 26 MAY 2020 KEY TRENDS IMPACTING BUYER JOURNEYS FOR B2C AND B2B BRANDS IN ASIA-PACIFIC EVOLVING BEHAVIOURS IN DIGITAL COMMERCE
  2. 2. SIMON KEMP @ESKIMON
  3. 3. GLOBAL DIGITAL OVERVIEW ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE DIGITAL2020
  4. 4. SALES PITCH 5 @ESKIMON
  5. 5. 6 @ESKIMON 1. THE ‘STATE OF DIGITAL’: THE LATEST DATA AND TRENDS 2. THE ROLE OF DEVICES IN THE SHOPPER JOURNEY 3. INSIGHTS FOR BUILDING A STRATEGIC CHANNEL MIX 4. HOW ONLINE SEARCH BEHAVIOURS ARE EVOLVING 5. TIPS FOR ADVERTISING DURING THE COVID-19 CRISIS 6. THE RISE OF ASIA’S GLOBAL ECOMMERCE INFLUENCE 7. RETHINKING OUR APPROACH TO PERSONALISATION 8. DIGGING DEEPER: LINKS TO ADDITIONAL RESOURCES 9. QUICK-FIRE QUESTION AND ANSWER SESSION DIGITAL AND THE EVOLVING BUYER JOURNEY
  6. 6. 7 @ESKIMON
  7. 7. 8 @ESKIMON THE STATE OF DIGITAL
  8. 8. 7 APR 2020 SOURCES: POPULATION: UNITED NATIONS; LOCAL GOVERNMENT BODIES; MOBILE: GSMA INTELLIGENCE; INTERNET: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; LOCAL TELECOMS REGULATORY AUTHORITIES AND GOVERNMENT BODIES; APJII; KEPIOS ANALYSIS; SOCIAL MEDIA: PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY ANNOUNCEMENTS AND EARNINGS REPORTS; CNNIC; CAFEBAZAAR; KEPIOS ANALYSIS. ALL LATEST AVAILABLE DATA IN APRIL 2020.  COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. URBANISATION: PENETRATION: PENETRATION: PENETRATION: TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 7.77 5.16 4.57 3.81 BILLION BILLION BILLION BILLION 55% 66% 59% 49% DIGITAL AROUND THE WORLD IN APRIL 2020 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE 9
  9. 9. 10 APR 2020 SOURCE: ITU; GSMA INTELLIGENCE; GLOBALWEBINDEX; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT AND REGULATORY AUTHORITY BODIES; KEPIOS ANALYSIS (ALL LATEST DATA AVAILABLE IN APRIL 2020). 96% 93% 92% 91% 88% 88% 86% 83% 72% 70% 67% 64% 59% 59% 56% 50% 41% 35% SOUTHKOREA NEWZEALAND JAPAN HONGKONG SINGAPORE AUSTRALIA TAIWAN MALAYSIA THAILAND VIETNAM PHILIPPINES INDONESIA CHINA GLOBAL APAC INDIA BANGLADESH PAKISTAN NUMBER OF INTERNET USERS COMPARED TO TOTAL POPULATION, REGARDLESS OF AGE INTERNET PENETRATION IN SELECT APAC COUNTRIES
  10. 10. OCEANIA SOUTHEASTERN ASIA SOUTHERN ASIA EASTERN ASIA CENTRAL ASIA WESTERN ASIA SOUTHERN AFRICA EASTERN AFRICA MIDDLE AFRICA WESTERN AFRICA NORTHERN AFRICA EASTERN EUROPE SOUTHERN EUROPE NORTHERN EUROPE WESTERN EUROPE SOUTHERN AMERICA CARIBBEAN CENTRAL AMERICA NORTHERN AMERICA 35 JAN 2020 SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; APJII; KEPIOS ANAlYSIS. *NOTE: PREGIONS AS DEFINED BY THE UNITED NATIONS GEOSCHEME.  COMPARABILITY ADVISORY: SOURCE CHANGES. +2.1% +8.2% +2.2% +20% +6.3% +11% +3.2% +7.8% +40% +4.5% +14% +1.0% +3.1%+0.7% +0.6% +3.7% +8.5%+1.5% +0.9% YEAR-ON-YEAR PERCENTAGE CHANGE IN THE NUMBER OF PEOPLE USING THE INTERNET GROWTH IN INTERNET USER NUMBERS BY REGION GLOBAL AVERAGE +7.0% 11
  11. 11. 197 JAN 2020 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. MUSIC APPS MAP APPS BANKING APPS DATING APPS HEALTH AND FITNESS APPS CHAT APPS (MESSENGERS) SOCIAL NETWORKING APPS ENTERTAINMENT OR VIDEO APPS GAMES (ANY TYPE) SHOPPING APPS 52% 65% 35% 11% 26% 89% 89% 65% 47% 66% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING EACH TYPE OF MOBILE APP EACH MONTH USE OF MOBILE APPS BY CATEGORY global web index global web index global web index global web index 12
  12. 12. 13 MAY 2020 SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 89% 84% 84% 83% 83% 82% 82% 81% 80% 80% 80% 80% 79% 79% 78% 78% 78% 77% 76% 76% 76% 75% 74% 74% 73% 73% 73% 72% 72% 72% 72% 72% 72% 71% 71% 71% 70% 70% 66% 62% 62% 62% 60% 54% 54% INDONESIA U.K. S.E.ASIA SOUTHKOREA THAILAND GERMANY POLAND AUSTRIA ITALY MALAYSIA VIETNAM TAIWAN IRELAND U.S.A. PHILIPPINES SINGAPORE SPAIN FRANCE INDIA SWITZERLAND APAC NETHERLANDS WORLDWIDE SWEDEN DENMARK AUSTRALIA BELGIUM CHINA ROMANIA SAUDIARABIA CANADA NEWZEALAND ISRAEL HONGKONG BRAZIL MEXICO JAPAN TURKEY U.A.E. ARGENTINA PORTUGAL COLOMBIA RUSSIA SOUTHAFRICA EGYPT PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO HAVE BOUGHT SOMETHING ONLINE THE PAST MONTH ECOMMERCE ADOPTION AMONGST INTERNET USERS global web index
  13. 13. 14 @ESKIMON COVID-19 LOCKDOWNS HAVE ALSO SERVED TO ACCELERATE DIGITAL USE ACROSS APAC
  14. 14. 15 MAY 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, CHINA, INDIA, JAPAN, NEW ZEALAND, PHILIPPINES, AND SINGAPORE. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN APRIL 22 AND 27, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. SPENDING MORE TIME ON MOBILE APPS SPENDING MORE TIME PLAYING COMPUTER OR VIDEO GAMES CREATING AND UPLOADING VIDEOS LISTENING TO MORE PODCASTS WATCHING MORE SHOWS & FILMS ON STREAMING SERVICES SPENDING LONGER USING SOCIAL MEDIA SPENDING LONGER ON MESSENGER SERVICES LISTENING TO MORE MUSIC STREAMING SERVICES 39% 37% 17% 15% 53% 46% 49% 43% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN ASIA-PACIFIC* WHO REPORT SPENDING MORE TIME ON EACH ACTIVITY IN RECENT WEEKS COVID-19: INCREASE IN DIGITAL ACTIVITIES IN APAC global web index global web index
  15. 15. 112 APR 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64. PERCENTAGES REFLECT THE NUMBER OF RESPONDENTS WHO SAY THEY HAVE BEEN SPENDING EITHER A LITTLE MORE OR A LOT MORE TIME SHOPPING ONLINE SINCE THE START OF THE COVID-19 CRISIS. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 67% 47% 46% 41% 39% 37% 37% 35% 32% 32% 30% 30% 29% 28% 25% 24% 23% 15% CHINA AVERAGE SINGAPORE USA BRAZIL UK GERMANY CANADA ITALY INDIA JAPAN AUSTRALIA SOUTHAFRICA IRELAND SPAIN FRANCE PHILIPPINES NEWZEALAND PERCENTAGE OF INTERNET USERS AGED 16 TO 64* WHO SAY THEY’RE SPENDING MORE TIME SHOPPING ONLINE IN RECENT WEEKS COVID-19: SPENDING MORE TIME SHOPPING ONLINE global web index 16
  16. 16. 17 MAY 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN APRIL 22 AND APRIL 27, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. GLOBAL AVERAGE ASIA-PACIFIC 40% 32% 32% 27% 22% 19% 45% 34% 34% 28% 25% 21% BUY MORE THINGS ONLINE FOR HOME DELIVERY VISIT STORES LESS FREQUENTLY SPEND LESS TIME INSIDE STORES SPEND MORE TIME RESEARCHING ONLINE BEFORE VISITING STORES BUY MORE THINGS ONLINE FOR IN-STORE COLLECTION MAKE MORE USE OF SELF- SERVICE CHECK-OUTS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO EXPECT TO MAKE EACH CHANGE IN SHOPPING BEHAVIOUR ONCE LOCKDOWNS ARE LIFTED EXPECTED SHOPPING BEHAVIOURS POST-LOCKDOWN global web index
  17. 17. 18 @ESKIMON SO HOW CAN BRANDS TAP INTO THESE INCREASING DIGITAL OPPORTUNITIES?
  18. 18. 19 @ESKIMON THE ROLE OF DIGITAL DEVICES ALONG THE BUYER JOURNEY #1
  19. 19. 20 @ESKIMON DESPITE THE MEDIA’S LOVE OF ‘MOBILE FIRST’, OUR DEVICE BEHAVIOURS ARE MORE COMPLEX
  20. 20. 21 @ESKIMON GlobalWebIndex, Commerce Trends Report 2020 While purchasing online is undeniably a mobile-first activity, computers still play a very important role in the overall purchase journey. Effective targeting requires a multi-device approach.
  21. 21. 22 @ESKIMON MANY DECISIONS ARE STILL MADE AT THE POINT OF PURCHASE, BUT MOST OF THE BUYING CRITERIA HAVE BEEN ESTABLISHED MUCH EARLIER IN THE JOURNEY PRE-PURCHASE BROWSING AND RESEARCH ACTIVITIES (ONLINE AND OFFLINE) ACCOUNT FOR A SIGNIFICANT PROPORTION OF THE TYPICAL SHOPPER JOURNEY TRANSACTING vs SHOPPING SHOPPING IS A JOURNEY, NOT A DESTINATION
  22. 22. 23 @ESKIMON • SOURCES: KEPIOS ANALYSIS OF DATA FROM GLOBALWEBINDEX (Q4 2019) AND STATCOUNTER (APR 2020). OVERALL, PCS AND MOBILES ACCOUNT FOR SIMILAR SHARES OF GLOBAL INTERNET ACTIVITY
  23. 23. 47 JAN 2020 33.0% 37.6% 39.2% 45.8% 49.5% 50.1% SOURCE: GLOBALWEBINDEX (VARIOUS DATA PERIODS, AS DETAILED BELOW EACH OF THE BARS IN THE CHART ABOVE). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. Q3 2014 Q3 2015 Q3 2016 Q3 2017 Q3 2018 Q3 2019 +14% +4.3% +17% +8.1% +1.2% DAILY TIME THAT INTERNET USERS AGED 16 TO 64 SPEND USING THE INTERNET VIA MOBILE DEVICES AS A PERCENTAGE OF TOTAL DAILY INTERNET TIME MOBILE’S SHARE OF TOTAL INTERNET TIME global web index 24
  24. 24. 19 APR 2020 SOURCE: STATCOUNTER (ACCESSED APRIL 2020). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTE: FIGURES FOR DEVICE SHARE ARE FOR MARCH 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR MARCH 2020 TO MARCH 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES. MAR 2020 vs. MAR 2019: MAR 2020 vs. MAR 2019: MAR 2020 vs. MAR 2019: MAR 2020 vs. MAR 2019: MOBILE PHONES LAPTOPS & DESKTOPS TABLET COMPUTERS OTHER DEVICES 52.0% 45.3% 2.7% 0.12% +6.2% -3.7% -33% +9.1% +305 BPS -172 BPS -33 BPS +1 BP EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED TO WEB BROWSERS IN MARCH 2020 SHARE OF WEB TRAFFIC BY DEVICE 25
  25. 25. 26 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q4 2019). HOWEVER, THE RATIO OF INTERNET TIME BY DEVICE VARIES CONSIDERABLY BY COUNTRY
  26. 26. 27 JAN 2020 SOURCE: GLOBALWEBINDEX (Q3 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 60% 55% 55% 55% 54% 53% 53% 53% 53% 52% 52% 51% 51% 50% 50% 48% 48% 47% 47% 46% 45% 45% 45% 45% 45% 44% 44% 44% 44% 44% 43% 41% 40% 40% 40% 40% 39% 39% 39% 38% 38% 37% 35% INDONESIA U.A.E. THAILAND SAUDIARABIA CHINA TURKEY EGYPT PHILIPPINES COLOMBIA INDIA ARGENTINA MALAYSIA MEXICO BRAZIL WORLDWIDE VIETNAM HONGKONG ISRAEL TAIWAN IRELAND SINGAPORE SOUTHKOREA SPAIN SOUTHAFRICA ITALY ROMANIA NETHERLANDS RUSSIA SWEDEN POLAND AUSTRIA PORTUGAL NEWZEALAND SWITZERLAND U.S.A. CANADA AUSTRALIA U.K. FRANCE DENMARK GERMANY BELGIUM JAPAN AVERAGE DAILY TIME SPENT USING THE INTERNET ON MOBILE PHONES AS A PERCENTAGE OF TOTAL AVERAGE DAILY TIME SPENT USING THE INTERNET MOBILE’S SHARE OF TOTAL INTERNET TIME BY COUNTRY global web index
  27. 27. 28 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). SHOPPERS IN APAC ARE MORE LIKELY TO COMPLETE ONLINE TRANSACTIONS VIA MOBILE
  28. 28. 29 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: MANY SHOPPERS MAKE MULTIPLE PURCHASES EACH MONTH, USING A COMBINATION OF BOTH MOBILE PHONES AND OTHER DEVICES. 88% 85% 83% 82% 82% 81% 80% 80% 77% 76% 75% 74% 73% 73% 71% 71% 70% 69% 69% 65% 63% 62% 61% 60% 58% 57% 55% 53% 53% 53% 52% 52% 51% 50% 50% 50% 50% 50% 49% 49% 49% 46% 45% 45% 44% INDONESIA THAILAND SEASIA SAUDIARABIA PHILIPPINES MALAYSIA CHINA U.A.E. APAC SOUTHKOREA TURKEY TAIWAN INDIA COLOMBIA VIETNAM EGYPT HONGKONG SINGAPORE WORLDWIDE MEXICO ARGENTINA SOUTHAFRICA ISRAEL SWEDEN IRELAND ITALY BRAZIL U.S.A. SPAIN NEWZEALAND NETHERLANDS POLAND PORTUGAL RUSSIA SWITZERLAND AUSTRALIA U.K. GERMANY AUSTRIA BELGIUM ROMANIA FRANCE CANADA DENMARK JAPAN INTERNET USERS WHO MADE AN ONLINE PURCHASE VIA A MOBILE DEVICE AS A PERCENTAGE OF THE TOTAL NUMBER OF ECOMMERCE SHOPPERS* MOBILE SHOPPERS AS A SHARE OF ALL ONLINE SHOPPERS global web index
  29. 29. 30 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). YOUNGER WOMEN ARE ESPECIALLY LIKELY TO USE A MOBILE WHEN MAKING AN ONLINE PURCHASE
  30. 30. 31 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 45-5435-4425-3416-24 55-64 FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: PURCHASED A PRODUCT ONLINE VIA A MOBILE: 16-24 YEAR OLDS IN APAC PURCHASED A PRODUCT ONLINE VIA A MOBILE: 25-34 YEAR OLDS IN APAC PURCHASED A PRODUCT ONLINE VIA A MOBILE: 35-44 YEAR OLDS IN APAC PURCHASED A PRODUCT ONLINE VIA A MOBILE: 45-54 YEAR OLDS IN APAC PURCHASED A PRODUCT ONLINE VIA A MOBILE: 55-64 YEAR OLDS IN APAC 60% 61% 60% 53% 45% 63% 57% 62% 60% 60% 59% 54% 53% 47% 43% PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC IN EACH AGE GROUP WHO MADE AN ONLINE PURCHASE VIA A MOBILE PHONE IN THE PAST MONTH MOBILE COMMERCE PURCHASES IN APAC BY AGE GROUP global web index global web index
  31. 31. 32 @ESKIMON BUT DO ONLINE SHOPPERS IN APAC PREFER MOBILE WEBSITES OR NATIVE MOBILE APPS?
  32. 32. 33 MAY 2020 SOURCE: GLOBALWEBINDEX (Q1 2020). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTES: VALUES ABOVE ZERO INDICATE THAT INTERNET USERS IN THE COUNTRY ARE MORE LIKELY TO VISIT AN ONLINE RETAIL STORE ON THE WEB VIA MOBILE THAN USE A MOBILE SHOPPING APP. VALUES BELOW ZERO INDICATE THAT INTERNET USERS ARE MORE LIKELY TO USE A MOBILE SHOPPING APP THAN VISIT AN ONLINE RETAIL STORE ON THE WEB VIA MOBILE. 38% 35% 34% 33% 30% 29% 27% 22% 21% 20% 17% 17% 15% 14% 14% 10% 10% 10% 9% 8% 8% 7% 6% 5% 4% 4% 3% 3% 3% 3% 2% 2% 2% 1% 0.4% -4% -5% -7% -7% -7% -8% -13% -14% -16% -20% INDONESIA PHILIPPINES RUSSIA SAUDIARABIA INDIA S.E.ASIA UAE MALAYSIA SWEDEN THAILAND NETHERLANDS APAC VIETNAM WORLDWIDE COLOMBIA CHINA SINGAPORE TURKEY TAIWAN SOUTHAFRICA USA ITALY FRANCE BELGIUM IRELAND EGYPT SOUTHKOREA CANADA HONGKONG JAPAN ROMANIA MEXICO ARGENTINA BRAZIL SPAIN ISRAEL UK GERMANY AUSTRIA POLAND PORTUGAL NEWZEALAND AUSTRALIA DENMARK SWITZERLAND MORE LIKELY TO USE A MOBILE SHOPPING APP MORE LIKELY TO VISIT AN ONLINE RETAIL SITE VIA A MOBILE DEVICE NUMBER OF INTERNET USERS WHO VISIT ONLINE RETAIL STORES ON THE WEB VIA MOBILE COMPARED TO USERS WHO USE MOBILE SHOPPING APPS* MOBILE SHOPPING: RETAIL WEBSITES vs. MOBILE APPSW global web index
  33. 33. 34 @ESKIMON MOBILE’S ROLE ALSO VARIES MEANINGFULLY DEPENDING ON THE PRODUCT CATEGORY
  34. 34. 108 APR 2020 SOURCE: CONTENTSQUARE 2020 DIGITAL EXPERIENCE BENCHMARK REPORT. NOTES: PERCENTAGES REPRESENT EACH DEVICE’S SHARE OF GLOBAL TRAFFIC TO ECOMMERCE WEBSITES DURING FULL YEAR 2019, AND DO NOT FACTOR ACTIVITY IN NATIVE MOBILE OR TABLET APPS. 67% 66% 66% 57% 57% 56% 51% 39% 39% 30% 27% 29% 37% 36% 35% 41% 58% 58% 3% 7% 5% 6% 7% 8% 8% 4% 3% LUXURY APPAREL BEAUTY GROCERY AUTOMOTIVE HOME SUPPLY & TECHNOLOGY TRAVEL ENERGY FINANCIAL SERVICES MOBILE PHONE COMPUTER TABLET PERCENTAGE SHARE OF VISITS TO ECOMMERCE WEBSITES BY DEVICE IN 2019, WITH DETAIL BY PRODUCT CATEGORY SHARE OF ECOMMERCE WEBSITE TRAFFIC BY DEVICE 35
  35. 35. 36 @ESKIMON MOBILE ALSO PLAYS AN INCREASINGLY IMPORTANT ROLE IN B2B BUYER JOURNEYS
  36. 36. 37 @ESKIMON Boston Consulting Group BCG’s research found that 80% of B2B buyers use mobile at work, and more than 60% report that mobile played a significant role in a recent purchase.
  37. 37. 38 @ESKIMON TOP TAKEAWAY
  38. 38. 39 @ESKIMON IDENTIFY HOW DIFFERENT DEVICES HELP WITH DIFFERENT NEEDS ALONG THE BUYER JOURNEY
  39. 39. 40 @ESKIMON POST-PURCHASE ACTIVITIES PURCHASE & CONSUMPTION CONSIDERATION & EVALUATION AWARENESS & DISCOVERY STAGES IN THE BUYER JOURNEY
  40. 40. 41 @ESKIMON POST-PURCHASE ACTIVITIES PURCHASE & CONSUMPTION CONSIDERATION & EVALUATION AWARENESS & DISCOVERY FOCUS FOR THE REST OF MY SESSION
  41. 41. 42 @ESKIMON THE IMPORTANCE OF A VARIED CHANNEL MIX #2
  42. 42. 43 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. *NOTE: DATA REFLECT FINDINGS FOR INTERNET USERS AGED 16 TO 64 LIVING IN COUNTRIES IN ASIA-PACIFIC ONLY. 31% 29% 25% 25% 24% 24% 23% 22% 22% 22% SEARCH ENGINES ADS SEEN ON TV TV SHOWS / FILMS WORD-OF-MOUTH RECOMMENDATIONS FROM FRIEND OR FAMILY MEMBERS BRAND / PRODUCT WEBSITES ADS SEEN ON SOCIAL MEDIA ADS SEEN ON WEBSITES RECOMMENDATIONS / COMMENTS ON SOCIAL MEDIA ADS SEEN ON MOBILE OR TABLET APPS CONSUMER REVIEW SITES PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC* WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY TOP CHANNELS FOR BRAND DISCOVERY: ASIA-PACIFIC global web index
  43. 43. 44 @ESKIMON HOWEVER, THIS RANKING VARIES BY COUNTRY, AS WELL AS THE SHOPPER’S GENDER AND AGE
  44. 44. 45 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). MEN IN ASIA-PACIFIC ARE MOST LIKELY TO DISCOVER NEW BRANDS AND PRODUCTS THROUGH SEARCH ENGINES, WITH 33% CITING THIS CHANNEL TV ADS ARE THE PRIMARY SOURCE OF NEW BRAND AND PRODUCT DISCOVERY FOR WOMEN IN ASIA- PACIFIC, WITH 30% CITING THIS CHANNEL SEARCH ENGINES ADS SEEN ON TELEVISION vs CHANNELS WORK DIFFERENTLY BY GENDER
  45. 45. 46 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: DATA REPRESENT FINDINGS FOR COUNTRIES IN ASIA-PACIFIC ONLY. 16-24 YEARS OLD 25-34 YEARS OLD 35-44 YEARS OLD 45-54 YEARS OLD 55-64 YEARS OLD SEARCH ENGINES 29% TELEVISION ADS 27% SOCIAL MEDIA ADS 25% TV SHOWS / FILMS 24% ADS IN MOBILE APPS 23% WEBSITE ADS 23% BRAND WEBSITES 23% COMMENTS ON SOCIAL 23% WORD OF MOUTH 23% REVIEW WEBSITES 21% SEARCH ENGINES 31% TELEVISION ADS 29% SOCIAL MEDIA ADS 25% BRAND WEBSITES 25% TV SHOWS / FILMS 25% WORD OF MOUTH 24% WEBSITE ADS 24% ADS IN MOBILE APPS 23% COMMENTS ON SOCIAL 23% REVIEW WEBSITES 22% SEARCH ENGINES 32% TELEVISION ADS 30% WORD OF MOUTH 25% BRAND WEBSITES 25% TV SHOWS / FILMS 25% SOCIAL MEDIA ADS 24% WEBSITE ADS 23% COMMENTS ON SOCIAL 23% REVIEW WEBSITES 23% ADS IN MOBILE APPS 22% SEARCH ENGINES 32% TELEVISION ADS 32% WORD OF MOUTH 27% BRAND WEBSITES 25% TV SHOWS / FILMS 24% REVIEW WEBSITES 23% WEBSITE ADS 22% COMPARISON SITES 22% IN-STORE ACTIVITIES 21% ECOMMERCE SITES 21% TELEVISION ADS 35% SEARCH ENGINES 34% WORD OF MOUTH 28% TV SHOWS / FILMS 25% BRAND WEBSITES 24% WEBSITE ADS 22% COMPARISON SITES 21% IN-STORE ACTIVITIES 20% REVIEW WEBSITES 20% ECOMMERCE SITES 20% PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY TOP CHANNELS FOR BRAND DISCOVERY IN APAC BY AGE global web index
  46. 46. 47 @ESKIMON • SOURCE: BASED ON DATA FROM GLOBALWEBINDEX (Q4 2019). BUT EVEN THE TOP CHANNEL ONLY INTRODUCES ONE-THIRD OF APAC SHOPPERS TO NEW BRANDS
  47. 47. 48 @ESKIMON THE PICTURE IS SLIGHTLY DIFFERENT FOR B2B JOURNEYS, BUT THE OVERALL STORY IS SIMILAR
  48. 48. 49 JAN 2020 SOURCE: FINN PARTNERS B2B BUYERS INFLUENCE REPORT 2019. NOTE: DATA REPRESENT FINDINGS FOR B2B BUYERS BELOW THE AGE OF 65 IN ASIA-PACIFIC ONLY. 48% 44% 41% 38% 36% 36% 32% 31% 30% INDUSTRY-SPECIFIC CONSULTANTS SUBJECT MATTER EXPERTS OR INFLUENCERS SUPPLIER WEBSITES SEARCH ENGINES THIRD-PARTY REVIEW SITES TRADE SHOWS & CONFERENCES INDUSTRY-SPECIFIC ONLINE COMMUNITIES SOCIAL MEDIA CHANNELS RECOMMENDATIONS FROM COLLEAGUES OR FRIENDS INFORMATION THAT B2B BUYERS IN ASIA-PACIFIC SAY THEY’RE MOST LIKELY TO USE DURING THEIR BUSINESS PURCHASE PROCESS TOP INFORMATION SOURCES FOR APAC B2B BUYERS
  49. 49. 50 @ESKIMON IMPLICATION
  50. 50. 51 @ESKIMON BRANDS SHOULD ADOPT A VARIED CHANNEL MIX IN ORDER TO RAISE BROADER AWARENESS
  51. 51. 52 @ESKIMON BUT HOW PEOPLE USE THESE CHANNELS IS JUST AS IMPORTANT AS WHICH ONES THEY USE
  52. 52. 53 @ESKIMON THE EVOLUTION OF SEARCH #3
  53. 53. 54 @ESKIMON SEARCH ENGINES ARE CLEARLY AN ESSENTIAL CHANNEL FOR BRANDS IN ALL CATEGORIES
  54. 54. 55 @ESKIMON BUT PEOPLE’S SEARCH BEHAVIOURS ARE EVOLVING DUE TO NEW TOOLS AND INTERFACES
  55. 55. 33 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 58% 56% 54% 52% 50% 49% 48% 46% 46% 45% 45% 40% 38% 38% 38% 37% 37% 35% 35% 34% 34% 33% 33% 32% 31% 31% 30% 26% 26% 25% 24% 23% 23% 22% 21% 21% 21% 21% 20% 20% 17% 17% 15% INDIA CHINA INDONESIA MEXICO TURKEY THAILAND UAE SAUDIARABIA VIETNAM WORLDWIDE COLOMBIA PHILIPPINES BRAZIL ITALY USA TAIWAN MALAYSIA SPAIN SOUTHAFRICA ARGENTINA HONGKONG SINGAPORE CANADA EGYPT IRELAND AUSTRALIA UK FRANCE NEWZEALAND ROMANIA RUSSIA SOUTHKOREA POLAND BELGIUM GERMANY SWEDEN NETHERLANDS PORTUGAL SWITZERLAND AUSTRIA DENMARK JAPAN ISRAEL PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO USE VOICE INTERFACES EACH MONTH (ANY DEVICE) USE OF VOICE SEARCH AND VOICE COMMANDS global web index 56
  56. 56. 57 @ESKIMON TOP TIPS FOR VOICE SEARCH
  57. 57. 58 @ESKIMON VOICE QUERIES ARE MORE CONVERSATIONAL, SO USE NATURAL LANGUAGE IN WEB CONTENT
  58. 58. 59 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). USE OF IMAGE SEARCH IS ALSO GROWING EVEN MORE QUICKLY IN APAC THAN IT IS IN THE WEST
  59. 59. 60 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 58% 58% 58% 51% 50% 49% 49% 47% 47% 45% 45% 45% 44% 43% 43% 43% 43% 41% 40% 39% 39% 38% 38% 38% 37% 33% 33% 33% 33% 32% 29% 29% 28% 27% 27% 27% 26% 26% 24% 24% 23% 22% 21% 20% 19% 18% 17% 15% 9% BRAZIL VIETNAM THAILAND PORTUGAL COLOMBIA ISRAEL MEXICO RUSSIA S.E.ASIA ITALY POLAND TURKEY INDONESIA SOUTHKOREA ARGENTINA EGYPT SPAIN CHINA PHILIPPINES SWITZERLAND APAC ROMANIA AUSTRIA WORLDWIDE MALAYSIA INDIA FRANCE U.A.E. SAUDIARABIA BELGIUM GERMANY HONGKONG TAIWAN SOUTHAFRICA IRELAND SINGAPORE CANADA NEWZEALAND U.S.A. NIGERIA AUSTRALIA KENYA JAPAN U.K. MOROCCO DENMARK SWEDEN GHANA NETHERLANDS PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT USING AN IMAGE SEARCH TOOL ON THEIR MOBILE PHONE IN THE PAST MONTH USE OF IMAGE SEARCH TOOLS ON MOBILE DEVICES global web index
  60. 60. 61 @ESKIMON TOP TIPS FOR IMAGE SEARCH
  61. 61. 62 @ESKIMON ENSURE IMAGES ON YOUR WEBSITE AND BLOG INCLUDE SEARCH-FRIENDLY DESCRIPTIVE TAGS
  62. 62. 63 @ESKIMON ENSURE IMAGES HAVE DESCRIPTIVE FILE NAMES, AND ADD RICH ‘EXIF’ DATA WHEREVER POSSIBLE
  63. 63. 64 @ESKIMON INCLUDE IMAGES OF PRODUCTS FROM MULTIPLE ANGLES TO BOOST POTENTIAL SEARCH MATCHES
  64. 64. 65 @ESKIMON PUBLISH AND TAG KEY PRODUCT IMAGES TO IMAGE-CENTRIC PLATFORMS LIKE PINTEREST
  65. 65. 66 @ESKIMON TAGGING IS ALSO ESSENTIAL DUE TO CHANGES IN PEOPLE’S BRAND EVALUATION PROCESSES
  66. 66. 67 @ESKIMON • SOURCE: GLOBALWEBINDEX’S COMMERCE REPORT 2020. ‘SOCIAL SEARCH’ IS SECOND ONLY TO SEARCH ENGINES DURING THE EVALUATION PHASE
  67. 67. 68 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 45% 39% 35% 32% 32% 28% 25% 23% 21% 21% SEARCH ENGINES SOCIAL NETWORKS CONSUMER REVIEWS PRODUCT AND BRAND WEBSITES MOBILE APPS PRICE COMPARISON WEBSITES VIDEO SITES BLOGS ON PRODUCTS OR BRANDS QUESTION & ANSWER SITES (E.G. QUORA) DISCOUNT VOUCHER AND COUPON SITES PERCENTAGE OF INTERNET USERS IN APAC WHO USE EACH RESOURCE WHEN LOOKING FOR INFORMATION ABOUT BRANDS, PRODUCTS, AND SERVICES TOP ONLINE RESOURCES FOR BRAND RESEARCH IN APAC global web index
  68. 68. 69 @ESKIMON BUT SOCIAL SEARCH IS EVEN MORE IMPORTANT IF YOU HOPE TO ENGAGE YOUNGER AUDIENCES
  69. 69. 70 @ESKIMON ~ GlobalWebIndex’s Commerce 2020 Report Social networks are now the second- most widely used channel for online product research after search engines, but for 16-24s, social networks have already overtaken search engines as the most popular method of online research.
  70. 70. 71 @ESKIMON IMPROVING SOCIAL SEARCH VISIBILITY ONLY REQUIRES SIMPLE TWEAKS TO YOUR STRATEGY
  71. 71. 72 @ESKIMON TOP TIPS FOR SOCIAL SEARCH
  72. 72. 73 @ESKIMON CRITICALLY, USE HASHTAGS LIKE YOU’D USE SEARCH KEYWORDS IN YOUR SEO ACTIVITIES
  73. 73. 74 @ESKIMON TOP TIP: GENERIC HASHTAGS ARE MORE USEFUL THAN BRAND-SPECIFIC CAMPAIGN HASHTAGS
  74. 74. 75 @ESKIMON BUT WHAT ABOUT INTRODUCING YOUR BRAND TO PEOPLE WHO AREN’T SEARCHING YET?
  75. 75. 76 @ESKIMON ADVERTISING DURING THE COVID-19 CRISIS #4
  76. 76. 77 @ESKIMON ADVERTISING IS ONE OF THE TOP OPTIONS FOR BRANDS THAT NEED TO RAISE AWARENESS
  77. 77. 78 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. NOTE: DATA ONLY REFLECT FINDINGS FOR COUNTRIES IN ASIA-PACIFIC. 31% 29% 25% 25% 24% 24% 23% 22% 22% 22% SEARCH ENGINES ADS SEEN ON TV TV SHOWS / FILMS WORD-OF-MOUTH RECOMMENDATIONS FROM FRIEND OR FAMILY MEMBERS BRAND / PRODUCT WEBSITES ADS SEEN ON SOCIAL MEDIA ADS SEEN ON WEBSITES RECOMMENDATIONS / COMMENTS ON SOCIAL MEDIA ADS SEEN ON MOBILE OR TABLET APPS CONSUMER REVIEW SITES PERCENTAGE OF INTERNET USERS IN ASIA-PACIFIC WHO SAY THEY DISCOVER NEW BRANDS AND PRODUCTS THROUGH EACH MEDIUM OR ACTIVITY TOP CHANNELS FOR BRAND DISCOVERY: ASIA-PACIFIC
  78. 78. 79 @ESKIMON BUT SHOULD YOU EVEN THINK OF ADVERTISING DURING THE ONGOING COVID-19 PANDEMIC?
  79. 79. 80 @ESKIMON PERHAPS SURPRISINGLY, THE ANSWER FROM CONSUMERS IS A RESOUNDING “YES!”
  80. 80. 81 @ESKIMON ~ Tom Smith, CEO, GlobalWebIndex, May 2020 Our research shows almost no consumer concern about brands advertising at this time. 85% of consumers either approve of, or are impartial to, brands continuing to advertise as normal, while just 1 in 7 people say that they disapprove.
  81. 81. 82 MAY 2020 51% 52% 51% 48% 45% 52% 60% 52% 43% 43% SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 3, MAY 2020). *NOTE: VALUES DO NOT INCLUDE IMPARTIAL ANSWERS. FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS IN AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN APRIL 22 AND APRIL 27, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 16 – 24 YEARS OLD 25 – 34 YEARS OLD 35 – 44 YEARS OLD 45 – 54 YEARS OLD 55 – 64 YEARS OLD FEMALE MALE PERCENTAGE OF GLOBAL INTERNET USERS WHO ACTIVELY APPROVE* OF BRANDS CONTINUING TO ADVERTISE AS NORMAL DURING THE PANDEMIC SHOULD BRANDS CARRY ON ADVERTISING AS NORMAL? global web index
  82. 82. 83 @ESKIMON HOWEVER, RESEARCH SHOWS YOU SHOULD ADAPT CONTENT THEMES AND TONE OF VOICE
  83. 83. 84 @ESKIMON • SOURCE: EDELMAN TRUST BAROMETER 2020 SPECIAL REPORT: BRAND TRUST AND THE CORONAVIRUS PANDEMIC. NOTE: RESPONSES VARY BY CULTURE, AND SOME COUNTRIES WILL SEE QUITE DIFFERENT LEVELS OF APPROVAL AND DISAPPROVAL FOR EACH TOPIC. SEE FULL REPORT FOR DETAILS. “I AM NOT PAYING ATTENTION TO NEW PRODUCTS UNLESS THEY ARE DESIGNED TO HELP ME WITH MY CURRENT LIFE CHALLENGES” “BRANDS SHOULD STOP ANY ADVERTISING OR MARKETING THAT IS TOO HUMOROUS OR TOO LIGHT-HEARTED IN TONE” “HOW WELL A BRAND RESPONDS TO THIS CRISIS WILL HAVE A HUGE IMPACT ON THE LIKELIHOOD OF ME BUYING THAT BRAND IN THE FUTURE” “I HAVE CONVINCED OTHER PEOPLE TO STOP USING A BRAND THAT I FELT WAS NOT ACTING APPROPRIATELY IN RESPONSE TO THE PANDEMIC” 38%54%57%65% SPECIAL COVID-19 TRUST BAROMETER FINDINGS
  84. 84. 32 APR 2020 SOURCE: GLOBALWEBINDEX’S CORONAVIRUS MULTI-MARKET STUDY (WAVE 2, APRIL 2020). *NOTE: FIGURES REPRESENT THE FINDINGS OF A SURVEY OF INTERNET USERS AGED 16 TO 64 IN AUSTRALIA, BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA, IRELAND, ITALY, JAPAN, NEW ZEALAND, PHILIPPINES, SINGAPORE, SOUTH AFRICA, SPAIN, THE UNITED KINGDOM, AND THE UNITED STATES. DATA COLLECTION (FIELDWORK) TOOK PLACE BETWEEN MARCH 31 AND APRIL 02, 2020. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: REPEATS OF CLASSIC SPORTS MATCHES AND EVENTS LIVE-STREAMS FROM MY FAVOURITE SPORTS STARS LIVE-STREAMS OF ESPORTS UPDATES FROM BLOGGERS AND VLOGGERS NONE OF THESE KINDS OF CONTENT FILMS (MOVIES) FUNNY VIDEOS AND MEMES HOW-TO AND TUTORIAL VIDEOS REPEATS OF POPULAR CLASSIC TV SHOWS LIVE-STREAMS FROM MY FAVOURITE MUSICIANS 13% 21% 11% 17% 8% 14% 11% 11% 13% 14% 47% 50% 34% 33% 34% 32% 35% 30% 21% 20% PERCENTAGE OF INTERNET USERS AGED 16 TO 64 IN SELECT COUNTRIES* WHO SAY THEY’D LIKE MORE OF EACH KIND OF CONTENT COVID-19: TYPES OF CONTENT PEOPLE WANT global web index global web index global web index global web index 85
  85. 85. 86 @ESKIMON RECOMMENDATION
  86. 86. 87 @ESKIMON CONTINUE ADVERTISING IF YOU CAN, BUT ADAPT APPROACHES TO THE CURRENT MOOD
  87. 87. 88 @ESKIMON THE RISE OF THE EAST AND EVOLVING EXPECTATIONS #5
  88. 88. 89 @ESKIMON ASIA’S DIGITAL PLATFORMS HAVE BEEN GAINING MOMENTUM AROUND THE WORLD
  89. 89. 90 @ESKIMON IN PARTICULAR, CHINA’S ECOMMERCE BRANDS ARE GROWING BEYOND THEIR HOME MARKET
  90. 90. 27 APR 2020 SOURCE: ALEXA (APRIL 2020). *NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON EACH SITE, ON DAYS THEY VISIT EACH SITE, MEASURED IN MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES. # WEBSITE TIME / DAY PAGES / DAY # WEBSITE TIME / DAY PAGES / DAY 01 GOOGLE.COM 13M 16S 15.08 02 YOUTUBE.COM 13M 07S 7.35 03 TMALL.COM 6M 43S 2.88 04 FACEBOOK.COM 17M 46S 7.97 05 BAIDU.COM 7M 49S 4.50 06 QQ.COM 3M 41S 4.02 07 SOHU.COM 3M 44S 4.67 08 LOGIN.TMALL.COM 5M 01S 1.00 09 TAOBAO.COM 4M 13S 3.55 10 YAHOO.COM 4M 34S 4.32 11 360.CN 3M 14S 3.92 12 JD.COM 3M 29S 4.46 13 WIKIPEDIA.ORG 3M 51S 2.91 14 AMAZON.COM 9M 09S 8.36 15 SINA.COM.CN 2M 56S 3.52 16 WEIBO.COM 3M 07S 3.76 17 PAGES.TMALL.COM 1M 14S 1.48 18 LIVE.COM 4M 58S 5.15 19 REDDIT.COM 5M 54S 4.51 20 NETFLIX.COM 3M 39S 2.88 RANKING OF THE WORLD’S MOST VISITED WEBSITES ACCORDING TO ALEXA*, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC WORLD’S MOST VISITED WEBSITES (ALEXA) 91
  91. 91. 92 @ESKIMON NEW EXPERIENCES NEW EXPECTATIONS
  92. 92. 93 @ESKIMON THIRD PARTIES SUCH AS INFLUENCERS HAVE BUILT A WHOLE WORLD AROUND CHINA’S ECOMMERCE BRANDS CHINA’S PAYMENTS ECOSYSTEM AND ASSOCIATED EXPECTATIONS ARE QUITE DIFFERENT TO THOSE IN THE REST OF THE WORLD DIFFERENT CULTURAL AND TECH NORMS MEAN CHINA’S ECOMMERCE PLATFORMS CAN HAVE QUITE A DIFFERENT FEEL THE PRODUCT RANGES AVAILABLE ON CHINA’S TOP ECOMMERCE PLATFORMS OFTEN DIFFER TO THOSE ON WESTERN PLATFORMS AUGMENTED EXPERIENCES PAYMENT METHODS DESIGN, UX & NAVIGATION BRANDS & PRODUCTS THE RISE OF THE EAST MAY CHANGE EXPECTATIONS
  93. 93. 94 @ESKIMON PAY CLOSE ATTENTION TO CHINESE TRENDS, AS THEY MAY RESHAPE GLOBAL BEHAVIOURS TOO
  94. 94. 95 @ESKIMON MAKING SENSE OF PERSONALISATION #6
  95. 95. 96 @ESKIMON PERSONALISATION PLAYS AN INCREASINGLY IMPORTANT ROLE IN ENGAGING PEOPLE
  96. 96. 97 @ESKIMON ~ Accenture 91% of consumers say that they are more likely to shop with brands that provide offers and recommendations that are personally relevant to them.
  97. 97. 98 @ESKIMON BUT THERE’S STILL SOME CONFUSION AROUND WHAT ‘PERSONALISATION’ ACTUALLY MEANS
  98. 98. 99 @ESKIMON
  99. 99. 100 @ESKIMON Personalisation is about giving people more of what they want, and less of what they don’t want.
  100. 100. 101 @ESKIMON RECOMMENDATIONS AND TIPS THAT GO BEYOND ‘SELLING MORE STUFF’ TO ADD REAL CONSUMER VALUE TAILORING UX AND UI TO DIFFERENT KINDS OF PRODUCT INTEREST AND OVERALL USER BEHAVIOUR REMEMBERING WHAT PEOPLE HAVE ADDED TO THEIR CART, OR HOW THEY LIKE TO USE THE PLATFORM USING MARKETING TO HELP CUSTOMERS ACHIEVE THEIR OBJECTIVES, AS WELL AS THE BRAND’S TARGETS TRULY HELPFUL SUGGESTIONS CUSTOMISED EXPERIENCES REMEMBERING PREFERENCES RELEVANT MARKETING EXAMPLES OF GOOD PERSONALISATION
  101. 101. 102 @ESKIMON BUT HOW DO WE KNOW WHAT PEOPLE WANT, ESPECIALLY IF THEY DON’T KNOW THEMSELVES?
  102. 102. 103 @ESKIMON DATA
  103. 103. 104 @ESKIMON ~ Accenture Personalization Pulse Check 83% of consumers are willing to share their data to create a more a personalised experience.
  104. 104. 105 @ESKIMON !
  105. 105. 39 APR 2020 SOURCE: GLOBALWEBINDEX (Q4 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16 TO 64. SEE GLOBALWEBINDEX.COM FOR MORE DETAILS. 81% 80% 79% 77% 73% 73% 72% 72% 71% 69% 69% 67% 66% 66% 65% 65% 65% 64% 64% 64% 64% 64% 63% 63% 63% 62% 61% 61% 61% 60% 60% 59% 59% 58% 57% 55% 55% 53% 50% 49% 47% 39% 38% BRAZIL PORTUGAL COLOMBIA MEXICO INDIA SPAIN ARGENTINA MALAYSIA ROMANIA SOUTHAFRICA IRELAND USA SINGAPORE CANADA EGYPT ISRAEL WORLDWIDE HONGKONG PHILIPPINES RUSSIA SAUDIARABIA FRANCE AUSTRALIA CHINA TAIWAN UAE ITALY UK POLAND TURKEY INDONESIA THAILAND NEWZEALAND DENMARK VIETNAM BELGIUM SWITZERLAND GERMANY NETHERLANDS AUSTRIA SWEDEN SOUTHKOREA JAPAN PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY’RE WORRIED ABOUT HOW COMPANIES USE THEIR PERSONAL DATA CONCERNS ABOUT MISUSE OF PERSONAL DATA global web index 106
  106. 106. 107 @ESKIMON HOWEVER
  107. 107. 108 @ESKIMON GIVING PEOPLE WHAT THEY WANT IS MORE IMPORTANT THAN KNOWING THEIR NAME
  108. 108. 109 @ESKIMON YOU DON’T NEED HUGE AMOUNTS OF P.I.I. TO DETERMINE WHAT INDIVIDUAL SHOPPERS WANT
  109. 109. 110 @ESKIMON vs TRACKING INDIVIDUALS TRACKING BEHAVIOURS
  110. 110. 111 @ESKIMON 1. IDENTIFY THE DIFFERENT ROLES OF CONNECTED DEVICES AT EACH STAGE OF THE BUYER JOURNEY 2. A VARIED MIX OF MARKETING CHANNELS IS ESSENTIAL IN ORDER TO REACH AS WIDE AN AUDIENCE AS POSSIBLE 3. EXPAND YOUR SEO AND SEM STRATEGY TO CATER TO NEW SEARCH TOOLS AND BEHAVIOURS, INCLUDING VOICE, IMAGE, AND SOCIAL SEARCH 4. IF BUDGETS PERMIT, CONTINUE TO ADVERTISE DURING THE PANDEMIC, BUT ADAPT YOUR APPROACH AND TONE OF VOICE 5. KEEP TRACK OF TRENDS IN CHINESE ECOMMERCE, AND IDENTIFY HOW CHANGES MIGHT IMPACT GLOBAL BEHAVIOURS 6. BUILD PERSONALISATION ACTIVITIES AROUND BEHAVIOURS, RATHER THAN PERSONALLY IDENTIFIABLE INFORMATION SUMMARY OF RECOMMENDATIONS
  111. 111. 112 @ESKIMON ADDITIONAL RESOURCES #7
  112. 112. 113 @ESKIMON EXPLORE THE VERY LATEST CHANGES DUE TO COVID-19 AT GLOBALWEBINDEX.COM
  113. 113. 114 @ESKIMON DATAREPORTAL.COM
  114. 114. Q&A
  115. 115. SIMON KEMP @ESKIMON SIMON@KEPIOS.COM KEPIOS.COM

In this presentation produced for Sitecore, Kepios's Simon Kemp explores how people's evolving digital behaviours are influencing the overall buyer journey for B2C and B2B brands across Asia-Pacific and beyond. The presentation covers which kinds of devices people are using in different online activities, how people discover new brands and products, and how the role of personalisation needs to evolve to reflect people's needs and expectations, as well as their concerns about digital privacy. To explore more of the data charts included in this presentation, please visit https://datareportal.com

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