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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
SIMON KEMP
@ESKIMON
GLOBAL DIGITAL OVERVIEW
ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE
DIGITAL2020
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 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
7 @ESKIMON
8 @ESKIMON
THE STATE
OF DIGITAL
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
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
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
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
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
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 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
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
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
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, computers still
play a very important role in the overall
purchase journey. Effective targeting
requires a multi-device approach.
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
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
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
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
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 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
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 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
30 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019).
YOUNGER WOMEN ARE ESPECIALLY LIKELY TO USE
A MOBILE WHEN MAKING AN ONLINE PURCHASE
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
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 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
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 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
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% report that mobile played a
significant role in a recent purchase.
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 BUYER JOURNEY
41 @ESKIMON
POST-PURCHASE
ACTIVITIES
PURCHASE &
CONSUMPTION
CONSIDERATION
& EVALUATION
AWARENESS
& DISCOVERY
FOCUS FOR THE REST OF MY SESSION
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 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
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 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
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
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
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 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
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 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
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 IN THE WEST
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
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 EVALUATION PHASE
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
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 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.
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 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
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 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.
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
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: 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
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
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 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
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 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
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 recommendations
that are personally relevant to them.
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
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
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 personalised experience.
105 @ESKIMON
!
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
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 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
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

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  • 3.
  • 4. GLOBAL DIGITAL OVERVIEW ESSENTIAL INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, MOBILE DEVICES, SOCIAL MEDIA, AND ECOMMERCE DIGITAL2020
  • 6. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 14 @ESKIMON COVID-19 LOCKDOWNS HAVE ALSO SERVED TO ACCELERATE DIGITAL USE ACROSS APAC
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 18 @ESKIMON SO HOW CAN BRANDS TAP INTO THESE INCREASING DIGITAL OPPORTUNITIES?
  • 19. 19 @ESKIMON THE ROLE OF DIGITAL DEVICES ALONG THE BUYER JOURNEY #1
  • 20. 20 @ESKIMON DESPITE THE MEDIA’S LOVE OF ‘MOBILE FIRST’, OUR DEVICE BEHAVIOURS ARE MORE COMPLEX
  • 21. 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.
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 26 @ESKIMON •SOURCE: GLOBALWEBINDEX (Q4 2019). HOWEVER, THE RATIO OF INTERNET TIME BY DEVICE VARIES CONSIDERABLY BY COUNTRY
  • 27. 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
  • 28. 28 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). SHOPPERS IN APAC ARE MORE LIKELY TO COMPLETE ONLINE TRANSACTIONS VIA MOBILE
  • 29. 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
  • 30. 30 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). YOUNGER WOMEN ARE ESPECIALLY LIKELY TO USE A MOBILE WHEN MAKING AN ONLINE PURCHASE
  • 31. 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
  • 32. 32 @ESKIMON BUT DO ONLINE SHOPPERS IN APAC PREFER MOBILE WEBSITES OR NATIVE MOBILE APPS?
  • 33. 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
  • 34. 34 @ESKIMON MOBILE’S ROLE ALSO VARIES MEANINGFULLY DEPENDING ON THE PRODUCT CATEGORY
  • 35. 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
  • 36. 36 @ESKIMON MOBILE ALSO PLAYS AN INCREASINGLY IMPORTANT ROLE IN B2B BUYER JOURNEYS
  • 37. 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.
  • 39. 39 @ESKIMON IDENTIFY HOW DIFFERENT DEVICES HELP WITH DIFFERENT NEEDS ALONG THE BUYER JOURNEY
  • 40. 40 @ESKIMON POST-PURCHASE ACTIVITIES PURCHASE & CONSUMPTION CONSIDERATION & EVALUATION AWARENESS & DISCOVERY STAGES IN THE BUYER JOURNEY
  • 41. 41 @ESKIMON POST-PURCHASE ACTIVITIES PURCHASE & CONSUMPTION CONSIDERATION & EVALUATION AWARENESS & DISCOVERY FOCUS FOR THE REST OF MY SESSION
  • 42. 42 @ESKIMON THE IMPORTANCE OF A VARIED CHANNEL MIX #2
  • 43. 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
  • 44. 44 @ESKIMON HOWEVER, THIS RANKING VARIES BY COUNTRY, AS WELL AS THE SHOPPER’S GENDER AND AGE
  • 45. 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
  • 46. 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
  • 47. 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
  • 48. 48 @ESKIMON THE PICTURE IS SLIGHTLY DIFFERENT FOR B2B JOURNEYS, BUT THE OVERALL STORY IS SIMILAR
  • 49. 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
  • 51. 51 @ESKIMON BRANDS SHOULD ADOPT A VARIED CHANNEL MIX IN ORDER TO RAISE BROADER AWARENESS
  • 52. 52 @ESKIMON BUT HOW PEOPLE USE THESE CHANNELS IS JUST AS IMPORTANT AS WHICH ONES THEY USE
  • 54. 54 @ESKIMON SEARCH ENGINES ARE CLEARLY AN ESSENTIAL CHANNEL FOR BRANDS IN ALL CATEGORIES
  • 55. 55 @ESKIMON BUT PEOPLE’S SEARCH BEHAVIOURS ARE EVOLVING DUE TO NEW TOOLS AND INTERFACES
  • 56. 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
  • 57. 57 @ESKIMON TOP TIPS FOR VOICE SEARCH
  • 58. 58 @ESKIMON VOICE QUERIES ARE MORE CONVERSATIONAL, SO USE NATURAL LANGUAGE IN WEB CONTENT
  • 59. 59 @ESKIMON • SOURCE: GLOBALWEBINDEX (Q4 2019). USE OF IMAGE SEARCH IS ALSO GROWING EVEN MORE QUICKLY IN APAC THAN IT IS IN THE WEST
  • 60. 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
  • 61. 61 @ESKIMON TOP TIPS FOR IMAGE SEARCH
  • 62. 62 @ESKIMON ENSURE IMAGES ON YOUR WEBSITE AND BLOG INCLUDE SEARCH-FRIENDLY DESCRIPTIVE TAGS
  • 63. 63 @ESKIMON ENSURE IMAGES HAVE DESCRIPTIVE FILE NAMES, AND ADD RICH ‘EXIF’ DATA WHEREVER POSSIBLE
  • 64. 64 @ESKIMON INCLUDE IMAGES OF PRODUCTS FROM MULTIPLE ANGLES TO BOOST POTENTIAL SEARCH MATCHES
  • 65. 65 @ESKIMON PUBLISH AND TAG KEY PRODUCT IMAGES TO IMAGE-CENTRIC PLATFORMS LIKE PINTEREST
  • 66. 66 @ESKIMON TAGGING IS ALSO ESSENTIAL DUE TO CHANGES IN PEOPLE’S BRAND EVALUATION PROCESSES
  • 67. 67 @ESKIMON • SOURCE: GLOBALWEBINDEX’S COMMERCE REPORT 2020. ‘SOCIAL SEARCH’ IS SECOND ONLY TO SEARCH ENGINES DURING THE EVALUATION PHASE
  • 68. 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
  • 69. 69 @ESKIMON BUT SOCIAL SEARCH IS EVEN MORE IMPORTANT IF YOU HOPE TO ENGAGE YOUNGER AUDIENCES
  • 70. 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.
  • 71. 71 @ESKIMON IMPROVING SOCIAL SEARCH VISIBILITY ONLY REQUIRES SIMPLE TWEAKS TO YOUR STRATEGY
  • 72. 72 @ESKIMON TOP TIPS FOR SOCIAL SEARCH
  • 73. 73 @ESKIMON CRITICALLY, USE HASHTAGS LIKE YOU’D USE SEARCH KEYWORDS IN YOUR SEO ACTIVITIES
  • 74. 74 @ESKIMON TOP TIP: GENERIC HASHTAGS ARE MORE USEFUL THAN BRAND-SPECIFIC CAMPAIGN HASHTAGS
  • 75. 75 @ESKIMON BUT WHAT ABOUT INTRODUCING YOUR BRAND TO PEOPLE WHO AREN’T SEARCHING YET?
  • 77. 77 @ESKIMON ADVERTISING IS ONE OF THE TOP OPTIONS FOR BRANDS THAT NEED TO RAISE AWARENESS
  • 78. 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
  • 79. 79 @ESKIMON BUT SHOULD YOU EVEN THINK OF ADVERTISING DURING THE ONGOING COVID-19 PANDEMIC?
  • 80. 80 @ESKIMON PERHAPS SURPRISINGLY, THE ANSWER FROM CONSUMERS IS A RESOUNDING “YES!”
  • 81. 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.
  • 82. 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
  • 83. 83 @ESKIMON HOWEVER, RESEARCH SHOWS YOU SHOULD ADAPT CONTENT THEMES AND TONE OF VOICE
  • 84. 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
  • 85. 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
  • 87. 87 @ESKIMON CONTINUE ADVERTISING IF YOU CAN, BUT ADAPT APPROACHES TO THE CURRENT MOOD
  • 88. 88 @ESKIMON THE RISE OF THE EAST AND EVOLVING EXPECTATIONS #5
  • 89. 89 @ESKIMON ASIA’S DIGITAL PLATFORMS HAVE BEEN GAINING MOMENTUM AROUND THE WORLD
  • 90. 90 @ESKIMON IN PARTICULAR, CHINA’S ECOMMERCE BRANDS ARE GROWING BEYOND THEIR HOME MARKET
  • 91. 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
  • 93. 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
  • 94. 94 @ESKIMON PAY CLOSE ATTENTION TO CHINESE TRENDS, AS THEY MAY RESHAPE GLOBAL BEHAVIOURS TOO
  • 95. 95 @ESKIMON MAKING SENSE OF PERSONALISATION #6
  • 96. 96 @ESKIMON PERSONALISATION PLAYS AN INCREASINGLY IMPORTANT ROLE IN ENGAGING PEOPLE
  • 97. 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.
  • 98. 98 @ESKIMON BUT THERE’S STILL SOME CONFUSION AROUND WHAT ‘PERSONALISATION’ ACTUALLY MEANS
  • 100. 100 @ESKIMON Personalisation is about giving people more of what they want, and less of what they don’t want.
  • 101. 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
  • 102. 102 @ESKIMON BUT HOW DO WE KNOW WHAT PEOPLE WANT, ESPECIALLY IF THEY DON’T KNOW THEMSELVES?
  • 104. 104 @ESKIMON ~ Accenture Personalization Pulse Check 83% of consumers are willing to share their data to create a more a personalised experience.
  • 106. 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
  • 108. 108 @ESKIMON GIVING PEOPLE WHAT THEY WANT IS MORE IMPORTANT THAN KNOWING THEIR NAME
  • 109. 109 @ESKIMON YOU DON’T NEED HUGE AMOUNTS OF P.I.I. TO DETERMINE WHAT INDIVIDUAL SHOPPERS WANT
  • 111. 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
  • 113. 113 @ESKIMON EXPLORE THE VERY LATEST CHANGES DUE TO COVID-19 AT GLOBALWEBINDEX.COM
  • 115. Q&A